Coke, Pepsi bets big on festive fervour
In a bid to push sales before the advent of winter, beverage majors Coca-Cola and PepsiCo are in a race to woo customers during the festive season by launching attractive offers and new marketing campaigns.business Updated: Oct 31, 2010 11:33 IST
In a bid to push sales before the advent of winter, beverage majors Coca-Cola and PepsiCo are in a race to woo customers during the festive season by launching attractive offers and new marketing campaigns.
While PepsiCo kicked off its festive campaign with the 'Shadi' TV commercial featuring actor Ranbir Kapoor, it has also come out with special packages for this Diwali season.
Similarly, Coca-Cola has also launched its festive campaign 'Come Home on Deepawali' besides bringing out special bottles with 'Warli' art on it for the festivals.
"Indian market is seasonal. Around 30 per cent of sales of the overall soft drinks market come before the monsoon season. After the monsoon, sales usually pick up a bit during the festive period," Coca-Cola Director (Marketing) Anand Singh said.
Winter season usually contribute about 20 per cent of the yearly sales of soft drinks at an industry level, he said. "In the last five years, the sales gap between the two seasons have gone down," Singh added.
As part of the festive campaign, Coca-Cola has also tied up with Happy Hands Foundation and with various traditional artists to bring out special bottles with 'warli' art crafted on it.
"From marketing perspective its an ongoing thing for us. There is no season. This diwali, we have associated ourselves with various artists and promote traditional Indian art forms like Warli," Singh said.
On the other hand, Pepsico has also launched festive pack for its popular lemon flavoured drink 'Nimbooz'. It has come up with a pack comprising five bottles of Nimbooz (350 ml each) along with decorated diyas at a price of Rs 100.
"Nimbooz Diwali pack offers customers an exciting option to celebrate the joy of Diwali filled with festivity and flavour," PepsiCo India Holdings Executive Vice President – Flavours Alpana Titus said.
Besides, it has also come out with gift offers for its popular brands like Pepsi, Slice, Tropicana, Tropicana 100%, Mirinda and Mountain Dew at special price points ranging from Rs 80 to Rs 320.