March 14, 2013: PepsiCo is trying to target market with multiple pack sizes and at different prices in order to drive volumes for its mango drink Slice. The company is trying to aggressively promote its Slice brand which has been one of the market leaders in the mango drink category in India. Slice has penetrated really well in the southern market and is a market leader there and now PepsiCo is trying to push this brand aggressively into northern India and rural markets. PepsiCo is betting on PET bottles to drive sales though glass bottles will be a mainstay for the company.
The company is trying to promote Slice as in home consumption beverage and is coming out with PET bottles in bigger pack sizes in the range of Rs.20 to Rs.80. According to Homi Battiwalla, Category Director-Colas, Hydration and Mango Based Beverages, PepsiCo India,“There is a spike in home consumption and as this is a big consumer segment, bigger bottle sizes are required for this category. We hope to scale up in the home consumption category and go to the rest of the markets with our largest pack size this summer,” added Battiwala. The main focus of the company is to enhance the distribution of Slice brand in smaller towns and rural markets along with the Northern markets.
Slice which is available now in four SKUs of PET bottles in 350 ml, 500 ml, 1.2 lt and 1.8 lt and returnable glass bottles with two SKUs i.e. 200 ml and 250 ml will be coming out with new campaign with Katrina Kaif, who is the brand ambassador highlighting these SKU’s.
