Financial Daily from THE HINDU group of publications
Thursday, Apr 01, 2004
Financial Daily from THE HINDU group of publications Thursday, Apr 01, 2004 |
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Marketing
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New Products & Services Coca-Cola announces new Sunfill variants Neha Kaushik
New Delhi , March 31 COCA-Cola India hopes to add 200 million new consumers through the launch of the new variants of its powdered concentrate brand Sunfill at lower price points. According to a Coca-Cola official, the launches of Sunfill Anand and Sunfill Tarang will make the product available to a larger consumer base, especially consumers in the C and D category. A sachet of Sunfill Anand costs Re 1 and can make two glasses. This works out to about 50 paise per glass. While, a Rs 15 sachet of Sunfill Tarang can make 18 glasses and is available in four flavours. Incidentally, both the newly launched variants are sugar free. The regular Sunfill, which is priced at Rs 2.50 per sachet, will, however, continue to co-exist with the new launches. The company has recently rolled out advertising campaigns for the new Sunfill variants. Market watchers point out that the aggressive price positioning is aimed at taking on Rasna's `Ek ka do' offer. Incidentally, Rasna is believed to have a market share of upwards of 90 per cent in the about Rs 200-crore powdered concentrate market. The company is also learnt to be taking aggressive initiatives to sell its Re 1 sachet in upcountry areas. The powdered concentrate market is believed to be highly price sensitive. As a result, players such as Tang, who were operating the high-end of the market found it to difficult to compete in the category, despite repeated price cuts.
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