PepsiCo India Holding Private Ltd is planning to expand its distribution network in the western region to reach out to a wider target audience.
The soft drink major plans to add 15,000 retail outlets to its base in the western region in the next few months, said Praveen Someshwar, director, west market unit, PepsiCo India Holdings.
In addition, the company has also lined up a slew of new initiatives to pump up volumes in the western region.
"Last year, we extended our distribution network by adding 15,000 retail outlets to our base and now we plan to extend it by adding 15,000 outlets in both rural as well as urban markets," said Mr Someshwar.
At present, the company has 1,50,000 retail outlets in the western region.
As for its alliance with Lipton to market and distribute the ready-to-drink Lipton Ice Tea, Mr Someshwar said the company will be rolling out the product in the next two months.
On the company’s marketing thrust for the rural belts in the western region, he said that the company will continue to focus on its marketing strategy to promote its 200 ml bottle which is priced at Rs 5.
Cashing in on the cricket fever, the company is now in the process of rolling out a high-voltage ad campaign titled ‘Toss Ka Boss’.
Created by JWT India, Pepsi’s new ad campaign features cricket star Sourav Ganguly.
To connect with consumers, Pepsi has tied up with quite a few Bollywood movies in the last few years to launch consumer promotions.
Recently, the company had tied up with Shah Rukh Khan’s movie Main Hoon Na to launch consumer promotion titled Love Mein Fail Ya Pyaas.