Pepsi plans to roll out small pack Aquafina


After test marketing in Mumbai, Pepsi is now looking to launch the small-sized bottled water in other cities too. "We have recently test marketed the Aquafina 300 ml priced at Rs 5 in Mumbai successfully. We will be looking at leveraging this unique penetration driving pack further in select markets of India in 2009," Pepsico Executive Director (Marketing) Punita Lal said.

At Rs 5, this pack is a great value proposition, she added. Aquafina is currently available in different sizes, including 500 ml priced at Rs 8 and one litre at Rs 12. The company had earlier this year introduced "twenty mein plenty" price point across its carbonated beverage portfolio for 600 ml packaging.

"At PepsiCo, we are always exploring to provide value to our consumers, be it through great experiences, more for same amount or through pricing," she said. Pepsi's latest offering Nimbooz, is priced at Rs 15 (PET 350 ml), Rs 10 (tetra pack 200 ml) and 250 ml returnable glass bottle at Rs 10 respectively.

The company's packaged drinks business has been growing at the rate of 30 per cent in the first quarter and has exceeded that in the second quarter of calendar 2009. "Today, we are moving towards a portfolio transformation, wherein we are offering a range of products that include aerated and non-aerated packaged drinks, juices, packaged water, mixers that cater to various occasions and beyond seasonality," she said.

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