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From Excitement To Health - Coke To Serve All

by Medindia Content Team on May 22, 2006 at 3:37 PM
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From Excitement To Health - Coke To Serve All

Aiming to increase its presence in the Indian market and gain wider acceptability, soft drink giant Coca Cola has decided to add a punch of health to its India portfolio, possibly by early next year.

'We are looking at offering total beverage solutions in the non-alcohol segment. This would include not only carbonated drinks but also juices and health-based products,' Coca Cola India chief Atul Singh told PTI here.

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Looking at growing health consciousness as an 'opportunity' to expand, Coke, which is striving to reverse the declining sales and profitability, is going to match rival Pepsi in terms of offering a complete spectrum of beverages but says no to snacks, a factor that has contributed to good showing by its competitor.

'We are currently an impulse driven brand, focussed around excitement. Now we would like to enlarge this and appeal on health factors as well,' Singh said.
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On the timing of the new launches, he said it could be by the 'early part of next year'.

Enlargement of the product basket in the 'focussed Indian market' in tandem with aggressive advertisement campaign for each of its drink and a streamlined distribution and marketing strategy appears to the solution for Singh, who has been brought in from China quite recently to bring back the fortunes for the Atlanta-based cola giant.

The company has formed a 'health and wellness board' for advice on the health products. This includes eminent doctors, dieticians, food scientists and nutritionists.

Source: PTI News
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