Delhi: Since the beginning of the year Coca Cola India''s
focus on brands like Maaza, Thums Up, Fanta and powdered
soft drink brand Sunfill has been increasing at the expense
of brands like Limca.
company''s by now famous ''affordability strategy'' has been
extended to Maaza and Thums Up (small packs at low prices)
and Sunfill. The calcium-fortified Maaza was recently
launched in 200ml packs priced at Rs5 and 300ml packs
at Rs7 supported by heavy advertising.
soft drink brand, Sunfill, was also launched in new variants
at cut throat prices to enable it to slug it out against
market leader, Rasna. The company sees tremendous potential
from Sunfill and feels 200 million new consumers can be
added through new variants of the brand at lower price
points. The company feels that Sunfill Anand and Sunfill
Tarang will make the product available to a larger consumer
base, especially lower-income consumers in the ''C'' and
''D'' categories. The company recently rolled out advertising
campaigns for the new Sunfill variants.
Up is also being pushed aggressively both in rural and
urban areas. For the urban ethos, the company is going
strong with its campaign starring matinee idol while its
rural initiative comprises organising events such as the
recent ''Sambharulu'' organised in the rural areas of Andhra
company has kicked off the "Thums Up Mega Thunder"
campaign to celebrate a quarter century of the Indian
cola along with 25 years of the movie career of the Telugu
film actor, Chiranjeevi. The campaign is scheduled to
run across Andhra Pradesh and will give one lucky consumer
the chance to act in a film with Chiranjeevi.
a brand that was relatively in the background till two
years back, has been given a new lease of life with matinee
queen Rani Mukherjkee endorsing it. It is Limca, however,
which figured among Coke''s frontline brands two years
ago, which seems to have been put on the backburner. Not
only has the company not renewed actress Sonali Bendre''s
contract for brand endorsement, all TV commercials of
the brand have been withdrawn. Limca, earlier owned by
Ramesh Chauhan''s Parle Ltd, was sold off to Coca Cola
along with Thums Up. It holds a strong equity in Punjab
and Andhra Pradesh where, interestingly enough, the company
is pushing Thums Up aggressively.
officials say the main reason for the lowered marketing
support for Limca is the slow growth of the lemon drinks
market and a shift to the clear lime category of the company''s
The market share of the clouded lemon drinks like Limca
has declined from 11 per cent to 10 per cent carbonated
soft drink (CSD) market, while the carbonated orange soft
drinks segment has risen and now accounts for about 15
per cent of the market. The total CSD market is currently
estimated at 250 million cases.
continues to be available in 200-ml, 300-ml and 500-ml
and 1-litre glass bottles, besides 1.5 litre and 2 litre
PET bottles. According to the company, the brand will
continue to cater to a niche audience but will not receive
much in the way of ad spends as the company does not foresee
much growth for it.
say the company is clearly focusing on brands that are
perceived to be future market leaders. Thums Up has great
equity and leads over Coca Cola and Pepsi in some markets
while Fanta''s market share has risen very fast in the
overall orange drinks segment to 30 percent. Maaza has
the largest market share among fruit based soft drinks
followed by Frooti and Lehar Slice and Sunfill has great
potential as it is Rasna''s main competitor.
Clearly these are seen to be Coca Cola''s power brands.