With macro-economic indicators positive for the next next year and consumer spending seen increasing, beverages major PepsiCo India is expecting a 15-20 per cent increase in sales in 2005, said Rajeev Bakshi, chairman, PepsiCo India.
“Last year was very good as PepsiCo India achieved nearly 20 per cent growth and with several marketing and promotions initiatives lined up for this summer season, we will be able to do better,” he added.
According to Bakshi, as the title sponsors of the forthcoming one-day series between India and Pakistan in April, PepsiCo would get the ideal platform to launch its summer sales. “In 2005 our advertising and promotions spend would go up by 15 per cent,” he said.
According to PepsiCo India’s newly appointed executive director (marketing), Punita Lal, there would be new campaigns and increased marketing focus on flavoured carbonated drinks like 7Up, Mirinda and Mountain Dew.
The company today released a new advertising campaign for 7Up with Bollywood actor Yana Gupta endorsing it. PepsiCo’s renewed marketing efforts behind 7Up comes as the brand has lagged behind Rival Coca Cola’s offering Sprite in the 55 million cases a year clear lime market.
“Fresh advertising support for 7Up started last year and in 2004 the brand grew by more than 30 per cent. We expect 7Up to better that in 2005,” she said.
PepsiCo would also be introducing Lipton iced tea in association with Hindustan Lever Ltd, in March. the product developed jointly by the two companies would be marketed by PepsiCo. The tea sold in returnable glass bottles would be priced at Rs 10.