Coca-Cola brings 'purity' into Kinley
The re-branding exercise is aimed at increasing the company's share in the Rs 1,250-crore Indian bottled water market. "Our new campaign is intended to strengthen and re-affirm our bond with the customers. Kinley is a big brand for our company and we hope to keep on growing in the market," Coca-Cola India Marketing Director Avinash Pant said. He said the company wants to emerge as a major player in the packaged water segment but declined to divulge figures. |
According to industry experts Kinley enjoys a 19.5 per cent share of the Indian packaged water space or about Rs 240 crore of the total Rs 1,250-crore market.
Pant said the Kinley package would first be available in the metros besides Hyderabad and Bangalore. The new Kinley bottles will also be made available in select markets of Uttar Pradesh, Punjab, West Bengal and Rajasthan.
As part of its new re-branding campaign, Coca-Cola has changed the packaging design on Kinley water bottle which would be available in 500 ml and 1 litre packages and 20 and 25 litre bulk jars in the price range of Rs 8 to Rs 75.
The new Kinley bottle has been made in an 'easy-to-hold shape' with transparent labels. "The new packaging innovation is design based on consumer needs to offer a more convenient grip and is in keeping with the 'Spirit of Purity' along with reaffirming the company's commitment to purity," Pant said.
"Once the first phase of our campaign is over we will think of launching the product in other cities and towns across the country on a mass scale," he said, but did not provide any frame. The company is looking at the top segments including A, B and B plus as potential customers for the re-branded Kinley.