In a strategic move, Coca-Cola India has tied up with consumer durable companies like Godrej, Whirlpool and LG Electronics to provide its retailers cooling facility to store all its products, informs a Coca-cola India pokes-person.
Extending its affordability strategy to fruit-based drinks, Coca-Cola India is in the process of rolling out Maaza in tetrapaks priced at Rs 5 across the nation. Incidentally, the cola major has been gearing up to launch Maaza in tetrapaks since 2002. The company had conducted extensive research, in-house testing and quality control tests in the last two years.
Coke has tied up with consumer durable companies like Godrej, Whirlpool and LG Electronics to provide its retailers cooling facility to store all its products
Across the road, Rasna Ltd is gearing up to retain its leadership in the soft drinks concentrate segment. To pump up volumes, the company is in the process of rolling out a new television campaign which features cine star Karishma Kapoor as a housewife.
On the companys new ad strategy, says Rasna Ltd managing director P Khambatta: We have adopted a new ad strategy this summerfor we have used double speak technique in our commercial to stress our concept Ek Ka Do. You get two Rasna sachets for Re 1. As part of its marketing strategy, the company plans to increase the number of retail outlets to pump up volumes.
In a bid to beef up its distribution network, Coca-Cola India is planning to increase its number of retail outlets by 24 per cent this summer. At present, the cola majors nationwide network includes 10 lakh outlets. As part of its rural penetration strategy, the company plans to target 40,000 additional villages this year. Currently, Coca-Cola is marketing its products in 170,000 villages in India.