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Cricket season prompts Coke to cut prices

The newest, umpteenth bipolar cola war in India is on, coinciding with the cricketing wars in Blighty.

Pepsi, one of the sponsors of the ongoing cricket World Cup, had launched its 500 ml (half-litre) carry-away bottle packs weeks before the event began. Now, arch-rival Coca-Cola has adopted a can-do policy and slashed prices of its canned softdrinks in India by Rs 3 to Rs 15.

The new price package comes in the garb of a ''can-the-heat'' offer.

Pepsico's 500ml package of Pepsi is priced at Rs 18. The 330 ml Pepsi can also costs Rs 18. However, Pepsi says it will not drop prices of its cans.

In the new scenario, a can of Coke, Fanta and Sprite will cost Rs 3 less than a can of Pepsi.

Besides, Coca-Cola has also unveiled two other special summer promotional offers. Coke drinkers will get one can free with every purchase of 500gm Sil jam and one can free with every purchase of one litre Vital cooking oil.

In a bid to boost volumes, Coca-Cola India has embarked on a national plan to aggressively increase food-linked consumption at home.

Under the programme, the soft drink major has chalked out a two-pronged approach, one focussing on promoting the take-away package of a 1.5 litre PET bottle and the other linked to food at home.

Nearly 70 per cent of soft-drink consumption in India is still restricted to the impulse purchase at the retail level, and there is very good opportunity for growth in home consumption.

Moreover, with food outlets generating a large percentage of soft drinks sales, Coca-Cola expects to effectively tackle both these segments through this effort.

UNI

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