Top Story

e4m_logo.png

Home >> International >> Article

Coca-Cola to launch ‘Portello’

27-November-2001
Font Size   16
Coca-Cola to launch ‘Portello’

Coca-Cola India plans to launch 'Peortello', a black currant flavoured drink and relaunch 'Rimzim', by Christmas. Both Peortello and Rimzim will have local flavours, with the former being targeted especially at the southern markets and the latter in the western markets.

Priced at Rs 10 per 300 ml bottle ‘Peortello,’ will be available in returnable glass bottles. Whereas 'Rimzim' will be launched in Maharashtra and Gujarat, will be available in 250 ml bottles and will be priced at Rs 7 per bottle.

With Coke and Pepsi registering losses in India, both companies are trying very hard to penetrate the untapped large rural markets.

Coca-Cola's strategy to relaunch Rimzim is aimed essentially to address the rural market. But the company has decided to stick to the western market initially to gauge the consumer perception before taking the product national.

Rimzim was an extremely popular brand in Maharashtra before Coca-Cola withdrew it in the early 1990s following the acquisition of Parle’s brands.

Tags

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

Mumbai was chosen in keeping with the company's focus on featuring their proprietary technologies over undiscovered markets like South Asia

The campaign, featuring brand ambassador Farhan Akhtar, exhorts consumers to showcase their achievements through the walls of their homes.

We list a few important stories that you may have missed in the week gone by