COCA-COLA ZERO – ONE
OF THE COCA-COLA COMPANY’S MOST SUCCESSFUL AND SIGNIFICANT INNOVATIONS –– NOW IN INDIA
~
Launch will complement the existing portfolio in India, provide more ‘CHOICE’ ~
The
Coca-Cola system in India, today unveiled yet another strategic bet in its journey
to achieve its 2020 Vision, by launching Coca-Cola Zero. The launch adds to the
suite of Sparkling and Still products currently available in India, which now
includes Minute Maid juice drinks, Kinley and Bonaqua packaged water, Schweppes sodas
and mixers, Georgia tea and coffee, Energy drink - BURN and a range of sparkling
beverages.
Coca-Cola
Zero offers the same‘Great Coke Taste,
with Zero sugar’. The product will be available on e-commerce platforms,
modern trade and traditional trade outlets in South India. Coca-Cola Zero thus
adds to the hydration and refreshment choices available to the consumers in
South India.
According
to independent estimates, the Non Alcoholic Ready To Drink (NARTD) beverage
market is estimated at Rs. 7,000 crore with Sparkling beverages being more
than 60% of this market. The average per capita consumption of all Coca-Cola
products in South India is nearly twice that of its national average of 14.
South India therefore is a strategic market for the Coca-Cola system in India.
In
keeping with the bold, distinctive and individualistic character of Coca-Cola
Zero, the first sip of the product in South India was enjoyed by some of its
most avowed consumers - tennisstarsMahesh Bhupathi
and Rohan Bopanna. They were joined on stage by Mr. T. Krishna kumar, CEO, Hindustan Coca-Cola Beverages Pvt Ltd, Mr. Damodar Mall, CEO, Reliance Retail and Sumanta Datta, Vice President,
Operations, Coca-Cola India.
Speaking
at the launch of Coca-Cola Zero in India, Mr.
T Krishnakumar, said, “As we move towards the halfway mark of this decade,
it is important that we add new offerings to our portfolio even as we deepen
the availability of all the existing products. Coca-Cola Zero comes at a time
when Coca-Cola classic has established itself as one of the country’s favourite
beverage brands with a wide distribution and manufacturing set up. It therefore
complements our sparkling portfolio and leverages the manufacturing capacities
that we have created over the last many years. In a social and demographic set
up, where consumers are increasingly demanding safe, hygienic, high quality and
consistent hydration options, our portfolio is well placed to cater to the new
age consumer’s requirements.”
Coca-Cola
Zero is simultaneously being launched in the top 100 towns of India. These towns
contribute almost 90% of the SEC A urban population – a segment that is
globally networked, well-traveled, has a distinct identity, is on-the-move and
demands wider product choices.With the launch of Coca-Cola Zero in India, the
brand is now available in all the top 6 markets of The Coca-Cola Company, the
others being USA, Mexico, China, Brazil and Japan. Coca-Cola Zero is one of the
17 billion dollar brands of The Coca-Cola Company in revenue terms and is one
of the fastest to this milestone. It was first launched in 2005 and is now
available in 149 countries including India.
The
Coca-Cola System is innovating with new channels to build preference and
anticipation for the beverage prior to the national, on ground, roll out.
Coca Cola Zero will be available on Amazon India marketplace platform www.amazon.inso its customers across the country can experience it.
Hindustan
Coca-Cola’s own portal www.Coke2Home.com will be listing Coca-Cola Zero after
15 days of launch at Amazon.
Coca-Cola
Zero, in modern trade outlets, will first be available across the Reliance
Retail chain. Reliance Retail will also partner with us to create the biggest
ever display of a Coca-Cola product, in-store, one that would possibly make it
to the Limca Book of Records.
Amongst
the Quick Service Restaurants; Coca-Cola Zero will be available at Subway
outlets with exciting food combos.
Amongst
airlines, travelers aboard IndiGo flights will be the first ones to enjoy
Coca-Cola Zero.
Post
5th of October, 2014, Coca-Cola Zero will be available across the
top100 towns of India in more than 1.8 lakh outlets.
|
Mahesh
Bhupati
“Coke Zero
finally comes to India! I know many people who are ardent followers of Coke
Zero, and this definitely includes me. Wherever I go, I look for ways to
stay refreshed and hydrated and always prefer to have choice. Today, it is
all about having choices, be it clothing brands, gadgets, my tennis
equipment or even a bar of chocolate. Coca-Cola India has been refreshing
consumers with its great range of beverages for several years and now the
addition of Coke Zero just completes the full range. This product will
offer an exciting choice for people like me who love their Coke and also
want a zero sugar variant for it. I think there will be many like me in
India who will love this new addition from Coca-Cola.I wish the Coca-Cola
Team the very best for this launch”
Rohan
Bopanna
“I travel a lot in my profession
and it won’t be wrong to say that the simple joy of sharing a Coca-Cola is
common across the world. Now, it is absolutely fantastic that Coca-Cola is
bringing Coke Zero to India! This is a beverage that I have had the
pleasure of enjoying only away from India till today. I am delighted to be
among the first people to enjoy a 'Made in India' Coke Zero and this will
be an unforgettable memory. I am sure that Coca-Cola Zero will surely
create a quick niche for itself as a refreshment of choice with people like
me. I wish Coca-Cola Zero the very best for its India journey!”
|
In South India, Coca-Cola Zero will be available in
300 ml slim cans and 400 ml PET bottles -both for Rs. 25/- in traditional trade
outlets. In modern trade, it will be available in 330 ml cans for Rs. 30/- and
600 ml PET bottles for Rs. 36.
Mr. Amit Agarwal, Country Manager, Amazon India,
said, “We
are very excited to be part of this initiative. It aligns with our vision of
providing our customers with a vast, unique and exclusive selection of products
across categories.”
The product will be manufactured at 10 facilities across
the country, including the Hindustan Coca-Cola owned manufacturing Plants in
Bidadi, Karnataka; Moulaali, Andhra Pradesh and Nemam, Tamil Nadu.
Elaborating
on the launch plans Mr. SumantaDattasaid,
“Coca-Cola Zero is a part of our global Red-Silver-Black model on Coca-Cola
Trademark. Its strength lies in its great taste and sharp brand positioning. To
ensure that consumers get their first taste of Coca-Cola Zero, we will be
sampling more than 1.5 million packs of the product in the next four months,
all across India.
We have a strong communication plan which includes digital
media, television and print campaigns. The uniqueness of the product can be
gauged from the fact that since its launch, it has done well in matured as well
as emerging markets, across the globe. Its top 5 markets include countries like
USA and Brazil. We expect that Coca-Cola Zero will hit all the right notes with
consumers in India”
About
Hindustan Coca-Cola Beverages Pvt Ltd (HCCBPL)
Hindustan
Coca-Cola Beverages is Coca-Cola’s largest bottler in India and contributes more
than 65% of the volumes for The Coca-Cola Company in India. It is responsible
for the manufacture, package, sale and distribution of beverages under the
trademarks of The Coca-Cola Company.HCCBPL has 24 bottling plants at strategic
locations in various states spread across India.
It has an extensive
distribution system spanning more than a million outlets operating with world
class execution standards. The focus of the system is to develop strong
consumer value while delivering preferred choice of refreshment at an arm’s reach
of desire to the consumer.It employs more than 12,000 employees directly across
different Plant locations in the country.
Hindustan
Coca-Cola is already e-retailing its entire range of beverages online for free
home delivery. Its own e-commerce portal www.Coke2Home.com now serves in 6
cities including Ahmedabad, Bangalore, Chennai, Hyderabad, Mumbai and
Pune.
Mahesh
Bhupati
“Coke Zero
finally comes to India! I know many people who are ardent followers of Coke
Zero, and this definitely includes me. Wherever I go, I look for ways to stay
refreshed and hydrated and always prefer to have choice. Today, it is all about
having choices, be it clothing brands, gadgets, my tennis equipment or even a
bar of chocolate.
Coca-Cola India has been refreshing consumers with its great
range of beverages for several years and now the addition of Coke Zero just completes
the full range. This product will offer an exciting choice for people like me
who love their Coke and also want a zero sugar variant for it. I think there
will be many like me in India who will love this new addition from Coca-Cola.I
wish the Coca-Cola Team the very best for this launch”
Rohan Bopanna
“I travel a lot in my profession and it won’t be
wrong to say that the simple joy of sharing a Coca-Cola is common across the
world. Now, it is absolutely fantastic that Coca-Cola is bringing Coke Zero to
India! This is a beverage that I have had the pleasure of enjoying only away
from India till today.
I am delighted to be among the first people to enjoy a
'Made in India' Coke Zero and this will be an unforgettable memory. I am sure
that Coca-Cola Zero will surely create a quick niche for itself as a
refreshment of choice with people like me. I wish Coca-Cola Zero the very best
for its India journey!”
About Coca-Cola India
Coca-Cola India is one of the
country’s leading beverage companies, offering a range of healthy, safe, high
quality, refreshing beverage options to consumers. Over the last 20 years, ever
since its re-entry in 1993, the company has been refreshing consumers with its
beverage products - Coca-Cola, Diet Coke, Thums Up, Fanta, Limca, Sprite,
Maaza, Maaza Milky Delite, Minute Maid range of juices, Georgia and Georgia
gold range of hot and cold tea and coffee options, Schweppes, Kinley and
Bonaqua packaged drinking water, Kinley Club Soda and BURN. The Company along
with its bottling partners, through a strong network of over 2.2 million retail
outlets, touches the lives of millions of consumers. Its brands are some of the
most preferred and most sold beverages in the country – Thums Up and Sprite –
being the top two selling sparkling beverages.
The system already provides
direct employment to 25,000 people and indirect employment to 150,000
people.The Coca-Cola system in India is contributing in its own small way to
building sustainable communities and reducing its own environmental footprint.
Some of our community development programs include the ‘Parivartan’ and
‘Pragati’ retailer training program, Career Development centers to train youth
and make them employable, women empowerment program as a part of the global
5BY20 campaign, Unnati – a sustainable mango farming project etc.
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