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According to company sources, the prices have been cut by over 15 per cent. This is in keeping with the company’s policy to dramatically enhance the affordability and to bring them within an arm’s reach of consumers. The low prices will provide an opportunity to a larger section of consumers to experience our world-class products on a regular basis.
“Soft drinks are mass consumption products like tea or coffee and to make this happen we are addressing affordability and also right sizing the product to a 200 ml pack size,” says D Narayanan, General Manager, Hindustan Coca-Cola, Chennai Unit. Its pricing and distribution policy with focus on affordability and availability proved to be a big success last year, he said. “Further extension of this policy for the Tamil Nadu market will make the carbonated soft drinks products more affordable and attractive to consumers in the state,” Ravi Ganesh General, Manager Hindustan Coca-Cola, Tamil Nadu, said. The per capita consumption of soft drinks in India is very low even if compared to many third world countries. According to the company, the new price is expected to expand the consumer base and the market size of the soft drinks industry. To communicate this price drop in Tamil Nadu we have made a new TV commercial with actress Simran. “The theme of this ad is innovative and tells the message in a unique way. Both the Fanta brand personality, as well as Simran’s attitude gels well and comes out strongly in this piece of advertisement,” says Rajesh Mani, Regional Marketing Manager, Hindustan Coca-Cola. The commercial is titled Fanta Mini and has been directed by up and coming director Roshni. The ad was shot at AVM studios in Chennai.
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Copyright
2008, Chennai Interactive
Business Services (P) Ltd. |
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Coco-Cola India announced a reduction in the retail prices of its carbonated soft drinks in the Tamil Nadu market. Accordingly, it will be
priced at Rs.5/- for 200-ML and Rs.8/- for 300-ML bottles from their existing levels. The new prices have already come into effect.
