Financial Daily from THE HINDU group of publications
Wednesday, Mar 03, 2004
Financial Daily from THE HINDU group of publications Wednesday, Mar 03, 2004 |
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Marketing
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Strategy Coke launches new pack sizes for Maaza Our Bureau
New Delhi , March 2 COCA-COLA India is gearing up for summertime by launching mango drink Maaza in 200-ml and 250-ml pack sizes across the country. In keeping with its affordability strategy for driving volume growth this summer, Coca-Cola India will soon launch fruit drink Maaza in 125 ml cartons and introduce 600 ml pack size for Coke and Fanta. The cola major had earlier cut prices of its 300-ml pack size to Rs 6 besides bringing down prices of its 1.5 litre pack size to Rs 30 and 2.25 litre to Rs 43. According to a company statement, "Coca-Cola India has taken its affordability strategy a step forward by launching its popular fun drink - Maaza in a 200 ml pack size at Rs 6 and 250 ml pack size at Rs 7 across all the key markets in India." The 600-ml packs are being priced at Rs 15. The company claims the process of price reduction had begun last year itself with the launch of the 200-ml bottles and these new versions are an extension of that strategy. Along with the new packaged Maaza, an integrated marketing campaign is also being planned. The latest Maaza commercial, developed by ad agency Leo Burnett, positions it as an enabler of fun friendship between the mother and kids and works around the tagline `Yaari Dosti Taaza Maaza'.
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