Financial Daily from THE HINDU group of publications
Friday, Oct 25, 2002
Financial Daily from THE HINDU group of publications Friday, Oct 25, 2002 |
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Beverages Marketing - Strategy Pepsi runs short of Slice cocktail pulp Ratna Bhushan
NEW DELHI, Oct. 24 PEPSI Foods, which rolled out a series of fruit cocktail variants under its Slice brand some months ago in cartons, is faced with an unusual predicament. Just when the product offtake is on the upswing, the soft drinks major has run out of fruit pulp for some of its cocktail variants. According to Ms Vibha Rishi, Executive Director, Marketing, Pepsi Foods Ltd, the company is currently working out fresh sourcing plans for some of its Slice fruit cocktails. "The supply chain for niche products such as these is complex. Take Slice litchi. The variant was a hit in all cities that we launched the product in, but the peak litchi season is limited to only about four weeks. We are now working on sourcing fresh pulp," Ms Rishi said. The fruit cocktail variants, priced at Rs 10 each, include flavours such as Slice litchi, strawberry, tropical orange, pineapple orange and strawberry orange. However, Slice mango continues to be the mainstay of the Slice umbrella, accounting for 80 per cent of brand sales, she added. The company, meanwhile, is working on the formulation of Slice guava. The juice drinks market is estimated at Rs 600 crore, of which glass bottles account for roughly Rs 300 crore. Of the glass bottles market, Pepsi's Slice and Mangola together have a 48 per cent share. According to industry estimates, traditionally in the juice drinks market, mango has always been the most popular flavour, followed by orange. Other juice drink brands in the market are Coca-Cola's Maaza and Parle's Frooti. In the Rs 100-crore 100 per cent juice market, in contrast, orange remains the preferred flavour.
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