Follow Us
Low calories and cola may not be synonymous but anything is possible in the marketing world. The cola market is now focusing their attention on diet variants in an effort to grow the segment. So while Coca-Cola has introduced Diet Coke in 200 ml. glass bottles at an introductory price of Rs 10, Diet Pepsi has launched a mass media campaign for their Diet variant, with the tagline, ‘Go Play.’
The brand proposition for both colas is ‘less than one calorie’. So what should one make of this grand return of the Diet variant and what has triggered this need for a relaunch? “It’s not so much a relaunch than a reinforcement of the brand proposition, specifically with the launch of the 200 ml. glass bottle,” comments Vikaas Saxena, Regional Manager, Marketing, Western region, Coca-Cola. He adds, “It was with a view towards making Diet Coke a regular option, given the large number of people, who are increasingly becoming calorie conscious. A lot of our consumers were aspirational Diet Coke drinkers but we could not translate that into a purchase, given the fact that the earlier SKU was seen as unaffordable at Rs 20 for a can. Also, its presence at the retail level was also low. Through this new 200 ml. bottled version, we hope to tap a larger segment of the consumer base, which believes in a Diet product as also increase its retail presence.”
Vipul Prakash, Executive VP, PepsiCo, says, “Diet Pepsi comes armed with a formulation that promises the same great taste of Pepsi. Interestingly, Diet Pepsi is the only Diet CSD in India with a shelf life of 8 months! It is a brand that licenses indulgence and encourages consumers to go and live life to the fullest. Hence, the brand idea — ‘Diet Pepsi, Less Than One Calorie. Go Play’!
On Diet Coke’s share, Saxena observes, “Diet Coke is about 4 to 5 per cent of Coke’ volumes, in metros. We hope to increase that share in the coming months. It should settle at about 10 per cent of Coke’s volumes by the end of the year.”
Says Prakash of Pepsi, “As of 2005, we expect Diet Cola sales to be less than 0.5 per cent of cola sales. However, we expect this to grow substantially over the next three years.” With Diet Coke getting bottled, does Pepsi have any plans of following suit? The two Cola majors are known to humour each other with instant copycat tactics. Says Prakash, “We have no concrete plans as of now. However, we are evaluating the same. We have extremely robust plans for Diet Pepsi in the remaining part of 2005. The Diet Pepsi campaign that was launched in January was a well-integrated multi-media campaign encompassing communication on TV, Internet, Radio and other innovative media. It was the first soft drink commercial to break on air, this year. Going forward, we will look at furthering the brand experience by way of promotional packs, schemes and strategic key account alliances that provide the brand the access to select youth hangouts. Programme sponsorships on television and radio will form an important part in promotions. We will continue to conduct large amounts of sampling exercises as well.”
The target group (TG) for Diet colas is broadly SEC A,B in the age group of 20 to 30 in metros and mini metros. Both brands are actively targeting their core group through associations with lifestyle programmes and genres such as English movies and music.
“We need to be present across all platforms where a metro youth hangs out. So, we will be expanding our distribution network by entering largely new channels like fine dining restaurants, health clubs, fitness centres, pubs and discotheques. The goal is to earn more retail acceptance,” comments Saxena. Pepsi has similar plans. Says Prakash, “Diet Pepsi will lead the distribution charge across newer and more mass based distribution channels. It will be made available across lifestyle and hangout joints such as night clubs, health zones, shopping malls, fine dine restaurants and multiplexes.
To read the entire story, grab your copy of Impact Advertising and Weekly magazine issue dated June 13-19, 2005