Pepsi to launch Pepsi Max in India

Softdrik brand Pepsi is planning to launch one of its global brands Pepsi Max to compete with its arch rival Coca-Cola's brand Thums Up.

Pepsi Max, is a low-calorie, sugar-free cola, marketed by Pepsi Co as an alternative to regular Pepsi and Diet Pepsi. However, Pepsi is tight-lipped about the launch.

“We have diet Pepsi but its share size is very small. We can't push the consumers towards it because consumers are not used to the diet concept here,” said Punita Lal, ED, marketing of Pepsi Co.

That's precisely the reason in India Thums Up continues to dominate the over Rs 8000 crore carbonated soft drink market.

While Pepsi is the second largest brand, Sprite from the Coca Cola stable is fast catching up while Coke itself is at the fourth position. Pepsi which has so far restricted itself as a youth brand now wants out to reach out to a wider consumer base.

Though experts feel if they do so its brand identity could be at stake. Pepsi has always been a peppy and youth oriented brand. If it tries to have a masculine image like Thums Up then it could confuse the brand identity,” said Snehasis Bose, VP Strategy at DMA Yellow Works.


Link

1. Read the original article at Info Indyan 
2. More on Brand Solutions at DMA Yellow Works