Companies

Coca-Cola rejigs pack sizes to boost sales

| Updated on: Apr 22, 2014

Orange flavoured soft drink most preferred: Study

In a bid to drive up sales this summer, Coca-Cola India is reworking the pack sizes of its beverages to cater to different customer needs.

For instance, to grow in-house consumption, the company has launched a 750 ml PET pack for snack-time consumption. Priced at around ₹35, these pack sizes have been positioned between the 600-ml pack designed for on-the-go consumption, and the 1.25-litre fridge pack.

Internal research by the company found that orange-flavoured soft drinks (15 per cent) are among the top three most preferred and consumed beverages with snacks. The other two were tea (18 per cent) and milk (17 per cent).

Riding on this insight, the company is offering its “sparkling orange drink” Fanta in 750 ml PET packs.

Its ‘Snack-time Fanta-time’ ad campaign is also in line with this insight. In addition, the company’s other beverage brands, such as Coca-Cola, Thums Up, Sprite and Limca will also be available in 750 ml PET packs.

To boost sales in rural areas, the beverage giant has launched 100 ml packs of Maaza priced at ₹7 in certain markets.

This low-cost tetra-fino packaging was launched as a pilot in three districts of Uttar Pradesh and was also recently launched in Jabalpur, Madhya Pradesh.

Published on April 22, 2014

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