Coke unveils BonAqua at Kinley price to retain customers

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The battle for bottled water business in the country is expected to intensify further with Coca-Cola, the world’s largest soft drink-maker, pricing its latest offering BonAqua at par with its other water brand Kinley as part of its plan to retain customers within the fold.

After relaunching its Kinley brand with new packaging and brand campaign, Coca-Cola has priced BonAqua at Rs 13 a bottle compared with Kinley, which is priced around Rs 13-15 across various states. This step, say company officials, signifies a brand strategy by Coca-Cola to have greater marketing focus on Kinley. The company’s earlier plan was to have a brand between Kinley and the premium-priced Shweppes.

A Coca-Cola spokesperson said, “BonAqua was launched in only select markets in north India in April. It’s too early to comment on any further marketing plans right now.”

The brand is still in the test-marketing stage.

India’s packaged water market is estimated at Rs 1,500 crore and growing at 25 per cent a year. The premium market segment which fetches higher margin is mere 2 per cent of the market. The premium segment is dominated by Tata’s Mount Everest Mineral Water (MEMW) with about 85 per cent of market share.

Coca-Cola may introduce further changes in marketing of BonAqua, sources say. Globally, especially in the European countries, Bonaqua is occupies a slightly premium position over regular mineral water. Industry sources say that Coca-Cola may have flavoured water extensions for the Bonaqua brand.

The brand is sold in over 30 countries in flavours such as apple, cranberry, lime etc and even in carbonated form in some countries. On the other hand, Kinley is a brand sold in five select countries – India, Bangladesh, Bulgaria, Maldives and Nigeria.