Financial Daily from THE HINDU group of publications
Monday, Feb 18, 2002
Financial Daily from THE HINDU group of publications Monday, Feb 18, 2002 |
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Industry & Economy
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Beverages Marketing - New Projects Coke to expand, consolidate business in AP Our Bureau
HYDERABAD, Feb. 17 SOFT drink major, Coca Cola is on a path of consolidation and expansion in both its beverages and water business in Andhra Pradesh. It has garnered a market share of nearly 73 per cent in beverages through its range of brands while `Kinley', its 200 ml. PET bottled water has rapidly grabbed 43 per cent of the market and emerged the top seller in just a year, according to company officials. The growth in the market has been appreciable in the coastal districts, where the company went in for aggressive marketing and introduction of 200 ml returnable glass in a variety of flavours. Further, a capital investment of Rs 14 crore was made by the company in coastal Andhra districts to promote the 200 ml. Thums Up, Limca and Fanta. These efforts led to an overall increase of 7 per cent in volume during the year 2001. "We have leveraged our existing infrastructure, innovative strategies and marketing tie-ups with restaurant/theatre to develop new business segments' said Mr Vineet Kumar Kapila, Vice-President, AP Region Operations of Hindustan Coca-Cola Beverages, the bottling arm of the Coca Cola Company in India. Buoyed by the growing market and business, the company extended its portfolio to introduce flavours such as green apple and watermelon for Fanta and pineapple to Maaza. In the water segment, encouraged by the quick progress of Kinley brand, the company is planning to add two more plants during 2002-one for bulk water and another to address the retail segment. The powdered drink concentrate `Sunfill', which was launched in November in an affordable price range sachets also reached nearly 60,000 outlets, the official said.
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