Global soft drinks major Coca-Cola is going for a major re-branding of its packaged drinking water, Kinley to push sales on the 'purity' plank.
NEW DELHI: Global soft drinks major Coca-Cola is going for a major re-branding of its packaged drinking water, Kinley to push sales on the 'purity' plank.
The re-branding exercise is aimed at increasing the company's share in the Rs 1,250-crore organised bottled water market in India.
"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 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 the 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 transperant 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' and reaffirm company's commitment to purity," Pant said.
"Once the first phase of our campaign is over we would think of launching the product is 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.
Coca-Cola is also simultaneously launching its 'Boond Boond Mein Vishwas' campaign which would involve outdoor and televsion advertisments for promoting the new product, Pant added.
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