PEPSI'S NEW ATOM to fizz over TOOFAN

With an estimated market share of 15%, Thums Up aka TOOFAN is still the undefeated champion in the Rs. 14000 cr. Indian soft drinks market. The local brand from the house of Parle Agro was sold to Coca Cola and then started a journey the buyers never dreamt of.

 Coca Cola apparently tried to kill the brand once they got hold of it. But, they misread the market and had to channelize the brand in a whole new avatar. The Indian Youth of 80’s and early 90’s were more flaunting in nature and Thums Up added the zing to this macho era.

But now they have to fight it out with a Spicy Pepsi. Pepsi Co the title sponsors of IPL who have also bagged the Pouring Rights for the event are all set to spend Rs. 150 cr. in the event spanning 50 days. ATOM as they call it internally will be launched as a competitor to Thums Up. High Carbonation is the only difference that makes Thums Up a leader in its segment. With a not so successful Pepsi Blue, this new variant seems a lot more promising.

Some questions we see through our Marketing Glasses -

1.      IPL have started to loose out in terms of viewership, is it safe to put money on this ad platform?

2.      Youngistan was much appreciated, but are they on the right track with their ‘OH YES ABHI’ act?

3.      Spicy gives it a Desi Kala Khatta effect, are they positioning it the right way?

4.      Its hard to play with Consumer Taste Preferences, is it the right move taking the approaching Summers into consideration?

“Jab adha ghanta dhoop me chalo aur pyas lagi ho, tab pta chalti hai pepsi ki importance” , Kajal Varma Section V , came out in support and thus it proves the impact and power of these brands.

“Spicy makes me think of North India and this will be a testing ground for Spicy Pepsi as such flavors are more in demand in that region” says Prof. Shrinath.

I still believe that the best deal ultimately falls in Coca Cola’s kitty, they bought it and now they are milking it.

Happy Branding!!

To be Continued............

                                                       Pepsi Launches Atom in India

The beverage and snacks major launched their much awaited product Pepsi Atom today. The drink comes in as a second mainstream cola from the company. The "Think Global Act Local" concept seems to be working for the company as the product is specially made to cater the Indian market. The company making the most out of the investment in the IPL is aggressively marketing it and has roped in actor Sushant Singh Rajput as their brand ambassador. 

Loyalty ! Whats that??

But, how can we forget the Georgia based market leader Coca Cola. To make the most of the footfalls in the IPL venues, they have set up kiosks that sells the newly launched 400 ml bottle at a rate unimaginable. The drink is priced at Rs. 18 but it is sold at Rs. 10 to 15. It seems Ambush Marketing is the bomb that Coca Cola is using to diffuse the Atom. 

Anyways, inside or outside the stadium does matter, but what about on the field. I believe Pepsi needs to stock some more drinks near the dugout specially when the Caribbean King Chris Gayle comes in with his magical stick and makes mockery of the opponents and make dance on his tunes.   

Raghav Arora

CUIM Marketing