Click to play videoNew Delhi: It’s not summer yet but intense competition has cola giants sweating it out already. New product launches and advertising campaigns are in the pipeline to beat the heat. Both Pepsi and Coca Cola are trying to fizz their juice drinks portfolio.
Pepsi has twisted its juice strategy to take on rival Coca Cola's Minute Maid. Pepsi's competing orange drink, Tropicana Twister, had a national rollout last year. Now the company is all set to add three more products to its Tropicana brand this summer.
Besides expanding its citrus farming project beyond Punjab, Pepsi is also looking at setting up processing units for Tropicana. And it's not only juice; Pepsi will be launching milk-based drinks soon.
“Certainly milk-based drinks are an integral part of our expansion plan. I can't comment whether it will be out in the immediate year as yet or not,” CEO PepsiCo India Sanjiv Chadha was quoted as saying.
But Pepsi's competitor is not sweating it out.
Coca Cola is all set to hit the screens with a new Minute Maid campaign in the first week of February. It will also introduce an aam panna variant of Maaza. The company may even set up more bottling plants for Minute Maid in west and north India. It will also launch new packaging formats at different price points this summer.
“There will some exciting new innovations on the packaging front, as we continue to look at product innovation,” VP Sales & Marketing Coca-Cola Venkatesh Kini told CNN-IBN.
Both Pepsi and Coca-Cola are evaluating products from their global portfolio for the Indian market. With more variety to quench the thirst this summer, the growing health-conscious Indian clearly has a reason to cheer.
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