Moving beyond the most clichéd war of the season (the cola wars, of course!), beverage companies are thriving on their new product offerings in the lemon drink segment. While PepsiCo and Parle Agro launched their lemon-based drinks, Nimbooz and LMN, respectively, last year; Coca Cola India too joined the fray by coming out with Nimbu Fresh under its Minute Maid brand. But what makes the lemon drink market such an alluring territory for marketers? The total size of the Indian beverages industry (including both carbonated & non-carbonated drinks) is Rs.7,500 crore. While a majority share of Rs.6,000 crore is dominated by the carbonated drinks segment with fruit-based drinks being worth Rs.1,000 crore; the remaining Rs.1,500 crore is accounted for by the non-carbonated segment. Alpana Titus, EVP-Flavours, PepsiCo India says, “The market for the fruit beverages market is too under developed with not many players. If volumes go up, investment will automatically drive in the segment.” A late entrant in the category, Coca Cola India is playing smart with its pricing strategy. The price of a 400ml SKU of Nimbu Fresh is Rs.15, which is equal to that of a 350ml SKU of Nimbooz. “Since the positioning of all drinks in this segment is almost the same, pricing will be a key differentiator,” says Neeta Walia, Director, Brand Talk.
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Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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