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<ul><li>Summer started early this year in India and it has been a hot season for cold drink brands.</li><li>Cold drink and beverage brands have amped up their marketing activities, expanded their distribution network both online and offline to meet the high demand this summer, and outreach to consumers across India.</li><li>We spoke to soft drink and beverage brands to find out how this summer has fared for them so far.</li></ul>After going through two consecutive dry summers, 2022 has proved to be promising for beverage and soft drink brands in India. With the mercury touching 45C in several parts of the country, people are looking for ways to beat the heat and stay hydrated, resulting in a massive demand for cool beverages. <br /><br /><strong>Two dry summers</strong><br /><br />Unlike other industrial sectors which derive sales throughout the year, beverage sales are heavily seasonal. According to industry experts, the summer period from March to June contributes to more than one-third of the annual business for soft drinks and beverage brands. <br /><br />The pandemic-induced nationwide lockdown had forced restaurants, bars, <a href="https://www.businessinsider.in/business/news/theatres-cross-pre-pandemic-gross-revenue-collection-despite-pricey-movie-tickets/articleshow/91839566.cms">theatres</a>, and live events to shut shop. Soft drink consumption in India was predominantly out of home and occasion-dependent then. <br /><br />As a result, the soft drink and beverage industry was severely affected in the last two summers, fizzing out their sales significantly.<br /><br /><strong>Pandemic changed consumer, and company behaviours, too</strong><br /><br />As the pandemic forced people to stay indoors, it brought about many changes in consumer behaviour. For the first time, key industry players increased door-to-door deliveries to drive sales.<br /><br />“During the pandemic and associated lockdowns, out-of-home consumption patterns were notably impacted while in-home consumption trends improved significantly. The industry underwent a significant shift in consumer purchase patterns,” shares Sundeep Bajoria, vice president of the India franchise at The Coca-Cola Company.<br /><br /><strong>A bright <keyword id="14108454" type="General" weightage="20" keywordseo="summer-for-cold-drinks" source="Orion">summer for cold drinks</keyword></strong><br /><br />Early summer brought cheer for cold drink brands this year, reviving out-of-home consumption after two plateaued summers.<br /><br />Soft-drinks giant Coca-Cola India has witnessed a boost in consumer sentiments across product lines and it is upping its marketing activities to increase its reach.<br /><br />“In Q1 2022, we have seen double-digit growth across all categories. As consumers resume out-of-home activities and look towards outdoor entertainment channels, our focus will be on new and innovative ways to get products to consumers through integrated marketing efforts and wider holistic reach,” said Bajoria.<br /><br />“We continue to win market share with transaction growth of more than 3X of GDP growth, and triple-figure growth in e-commerce sales,” he added.<br /><br />Coca-Cola’s Bajoria is optimistic about seeing the non-alcoholic beverage portfolio in India would see immense growth this year, characterised by ‘innovation, fragmentation, and alternate routes to market business models.’<br /><br /><strong>Out-of-home consumption and marketing activities fizz up</strong><br /><br />Parle Agro shifted its marketing gears as the lockdown lifted. It started focusing on in-home consumption and strengthening its e-commerce presence. It witnessed a 14% growth in 2021 over 2019 in terms of volume and grew about 47% in 2021 over 2020.<br /><br />Now that out-of-home consumption is picking up due to sweltering heat, Parle Agro is witnessing healthy growth and demand for beverage brands across the board.<br /><br />A large part of the consumer base for beverage companies consists of people who are on the move, commuting to work, schools and colleges or travelling. <br /><br />During their travel, they look for refreshing and energizing drinks for a quick, satisfying swig to quench their unrelenting thirst. <br /><br />“We see a substantial surge in sales and demand for our out-of-home consumption packs during this season,” says Nadia Chauhan, joint managing director &amp; chief marketing officer, Parle Agro.<br /><br />Chauhan told Business Insider India that the demand for fruit and dairy-based beverages is significantly high.<br /><br />“Additionally, with the growing trend for health and wellness products, consumers are opting for fruit-based and dairy-based drinks over synthetic ones in the beverages category,” Chauhan said.<br /><br />“These factors have led to huge demand and preference for our brands i.e. Frooti, Appy, Appy Fizz, B Fizz and our dairy brand, Smoodh. We are expecting significant growth in 2022 and are targeting a 30-35% growth this year over calendar year 2021,” she added.<br /><br />Parle Agro’s marketing budget for this summer is ₹200 crore, 20% higher than last year. <br /><br />Soft drink major Pepsi is seeing an upward trend in both in-home and out-of-home consumption.<br /><br />“Our beverage portfolio be it Pepsi, Mountain Dew, 7UP, Slice, Sting and Tropicana – all continue to see an uptake in demand across the country and are witnessing a jump in both penetration and frequency. We are also strengthening our distribution both through traditional and e-commerce channels to be able to cater to consumers across urban and rural geographies,” shares a company spokesperson.<br /><br />On the back of a strong marketing plan for all its products and increased consumption revival, a spokesperson for <keyword id="110163" type="General" weightage="20" keywordseo="pepsico-india" source="Orion">PepsiCo India</keyword> said that the consumer company is optimistic about seeing a good summer season. <br /><br />According to <a href="https://www.businesswire.com/news/home/20220211005234/en/India-Non-Alcoholic-Beverages-Market-A-INR-1131.52-Billion-Market-by-FY-2027---ResearchAndMarkets.com#:~:text=The%20carbonated%20beverages%20market%20segment,153.33%20billion%20in%20FY%202020.">Research and Markets</a>, the carbonated beverages market segment is expected to reach a value of ₹349.64 billion by FY 2027, expanding at a CAGR of ~15.12% during the FY 2022-FY2027 period.<br /><br />The non-carbonated beverages segment in India is expected to reach ₹781.88 billion by FY 2027, expanding at a CAGR of ~20.52% during the FY 2022-FY 2027 period.<br /><br />The scorching heat this summer has set the ball rolling again for beverages and cold drinks, which are expected to grow significantly in the coming years.<br />

Cold drink brands have a merry summer after Covid-19 fizzed out their sales for two consecutive seasons

<ul><li><keyword id="133159" type="COMPANY" weightage="20" keywordseo="Parle-Agro">Parle Agro</keyword> launched a new product this week called <keyword id="10127022" type="COMPANY" weightage="20" keywordseo="B-Fizz">B-Fizz</keyword> and earmarked Rs 40 crore for its marketing campaign solely for this calendar year. </li><li>On the back of a strong marketing and pricing strategy, Parle Argo is aiming to make B-Fizz a ₹1000-crore-brand in the next couple of years.</li><li><keyword id="235731" type="COMPANY" weightage="20" keywordseo="Nadia-Chauhan">Nadia Chauhan</keyword>, Joint Managing Director and CMO, Parle Agro spoke to us about the whole process of launching a product from researching to shelving, idea behind on-boarding two different brand endorsers for different markets, target audience, larger vision for the company and much more. </li></ul>When it comes to coming up with innovative, industry-first beverages, Parle Agro has been the frontrunner. With its latest launch, B-Fizz, a malt-flavoured carbonated apple drink, the company envisions becoming the number one beverage player in India eventually. <br /><br />Parle Agro currently dominates the fruit plus <keyword id="10153209" type="UNKNOWN" weightage="20" keywordseo="fizz-drink-category">fizz drink category</keyword> by over 90% market share with its flagship brand <keyword id="6374490" type="UNKNOWN" weightage="20" keywordseo="Appy-Fizz">Appy Fizz</keyword> and now, with its foray into malt-flavoured drinks, it is confident that it will be able to accelerate the category’s growth significantly and bring it to up to Rs 10,000 crore from Rs 1,500 crore in 10 years. <br /><br />In the past, the brand has tried to expand its presence with Mango <keyword id="10153208" type="PERSON" weightage="20" keywordseo="flavoured-frooti-fizz">Flavoured Frooti Fizz</keyword> and Grappo Fizz, which did not last for too long. So, this time, the brand is playing safe and smart by piggybacking on the popularity of Appy Fizz for the newly-launched B-Fizz, which is a marriage between apple and malt. Another reason why the brand believes in this category is because it has seen a consistently increasing trend of consumers moving away from synthetic beverages towards fruit-based beverages. <br /><br />Parle Agro is therefore going all out to promote its new product launch. It has invested Rs 40 crore in a high-decibel 360 degree campaign, on-boarded Priyanka Chopra Jonas for the Indian market and Jr. NTR for the Southern India. B-Fizz will also be the sponsor for a few select marquee television properties and air its TVC during IPL to get the ball rolling. In just two weeks since its launch, the drink is already present in 500,000+ outlets. <br /><br />With a uniquely positioned product and strong marketing strategy, Parle Agro is confident of making B-Fizz a ₹1000-crore-brand in the next couple of years.<br /><br />We caught up with Nadia Chauhan, Joint Managing Director and CMO, Parle Agro, to understand the research process, pricing strategy and goals for this calendar year. <br /><br />Excerpts: <br /><br /><strong>Q. What were some of the factors that pushed you/influenced you to launch B-Fizz?<br /></strong><br />As part of our growth strategy, we invest in R&amp;D to introduce innovative new products to the market; products that will appeal to consumers and take our business further. B-Fizz is one such product that our team developed a few years back. After conducting successful trials we were waiting for the right moment to launch it. As we went through various phases of unlock, we noticed a phenomenal performance in our sparkling fruit-based drink category with our brand, Appy Fizz. We thought it was a great opportunity to expand that category further with the launch of B-Fizz which is a sparkling malt flavoured drink with apple juice. We were able to commercialize B-Fizz in less than 30 days from the time we made the decision to launch it. <br /><br />The timing of the launch worked perfectly for us in several ways. As the country underwent the last few phases of unlock, retailers who were earlier operating under numerous constraints during the lockdown, have now opened up and are operating at almost 100%. Consumers are also getting back to some sense of normalcy. Additionally, the second half of the year is not just the festive period where there is typically an upswing in demand, but it also sees a second summer in the month of October across the country. Since the season also plays a large role in the <keyword id="1453601" type="PERSON" weightage="20" keywordseo="beverage-industry">beverage industry</keyword> it was a great time for us to launch B-Fizz. <br /><br /><strong>Q. What is the marketing strategy for your new product launch? What is the marketing investment going to be?</strong><br /><br />We are investing Rs 40 cores in a high-decibel 360 degree campaign across various media for B-Fizz. We have launched two new TVCs, one featuring global icon, Priyanka Chopra for national media and the other featuring Jr. NTR exclusively for southern markets. The TVC campaign will be supported by innovative print, mobile and digital activations. B-Fizz will also be the sponsor for select marquee television properties. The campaign will also be aggressively promoted across IPL on Hotstar and YouTube. We have also been looking to deploy OOH for higher impact across 96 cities as of now. <br /><br /><strong>Q. What would your distribution and pricing strategy be? Will it be available on e-commerce and delivery platforms?</strong><br /><br />B-Fizz is a product that we have launched with a mass distribution strategy in place. We’re today at 500,000 outlets with more than 3000 towns covered. We have launched B-Fizz at a competitive price point of Rs. 10 which is a critical part of our strategy. We believe this price point will enable us to scale up distribution for the brand across both rural and urban markets and make it more accessible to consumers. And yes, we will be available across various platforms, not just traditional retail but also modern trade and e-commerce. We expect B-Fizz to become a ₹1000-crore brand in the next couple of years.<br /><strong><br />Q. The product is priced at Rs. 10 for 160 ml SKU, so how environmental-friendly is the product's packaging? Or will that be a focus later on in brand's journey?</strong><br /><br />It’s an incorrect assumption to say a product available at a lower price point is indicative of a compromise in the quality of packaging. Parle Agro has a reputation built on quality, trust and has always ensured products which are best in class to deliver a superior consumer experience. Our ability to price a product at 10 rupees, an extremely competitive price point, is based on our strategy of creating economies through scale. The 160 ml packaging is a pack that is manufactured on a mass scale for Appy Fizz, the same is being applied for B-Fizz through various technological innovations in designing the preforms. These innovations are created and manufactured in-house as well, which is also how we’re able to achieve this kind of competitive price point.<br /><br /><strong>Q. Since the packaging and TVC is quite bold and colourful and positioned as a drink 'for the bold', are you looking at targeting millennials? Who will be the core target for B-Fizz?</strong><br /><br />We are primarily targeting the youth between the age groups of 15-30 years for B-Fizz. Nevertheless, the unique taste of B-Fizz will appeal to all age groups.<br /><br /><strong>Q. Since consumers are becoming very conscious of their health and avoiding cola-based drinks and people are still at home and snacking more, have you seen an increase in demand of your products in the last few months? </strong><br /><br />Our entire product portfolio focuses on fruit based beverages and has gained huge traction over the years. We have seen a consistently increasing trend of consumers moving away from synthetic beverages and more towards fruit-based beverages. This is perhaps, one of the big growth drivers for our category as well and a reason for why we have grown as much as we have. <br /><br /><strong>Q. What kind of trends did you witness during the lockdown? Did you cut down on your ad spends for this year? What will your larger marketing strategy be for the rest of the year?<br /></strong><br />When it comes to business trends during the lockdown, companies had to adapt, on a daily basis, to the constantly changing rules and regulations being implemented across different parts of the country. Pro-active planning became a critical approach to maintain continuity of supply and distribution to tackle the challenges in mobility that emerged during the pandemic. We also witnessed the growth of the ecommerce platform. Though the e-commerce channel is still very small for the FMCG industry, there has been an acceleration in the adoption of this channel by consumers and brands alike. We have also on-boarded numerous ecommerce players and are continuing to do so.<br /><br />With regard to consumer trends, the lockdown has led consumers to become more conscious about their food and beverage choices. We foresee consumers spending a lot more on products that are natural versus those that are synthetic. For instance, fruit-based drinks like our products with natural ingredients, will be the preferred choice of drink over synthetic ones.<br /><br />Through the lockdown, we halted most of our marketing spends since majority of the retail stores were shut and with restrictions in mobility, people weren’t allowed to go out unless absolutely necessary. But now, as we move towards the last few phases of unlock, our budget allocations are back on track. We are investing Rs 40 crores for the marketing of B-Fizz which is until the end of the calendar year for 2020. Next year, we will be back on track with our regular marketing budgets of about Rs 250 to 300 crores across all our existing brands.<br /><br /><strong>Q. Why did you decide to get a separate brand face for the southern market? Is that one of your strongest markets?</strong><br /><br />In southern markets, the influence and affinity for regional cinema and celebrities is very strong. Thus, to drive greater brand resonance with the audiences in the south as well as generate higher brand recall for B-Fizz, we chose a separate ambassador for the southern markets. Jr. NTR is a great brand fit and just like for Frooti we have Allu Arjun, we have Jr. NTR for B-Fizz in the south.<br /><br /><strong>Q. Parle Agro currently has a brand turnover of Rs. 6500 Cr. With a new addition, what are revenue goals for FY 2021-22?</strong><br /><br />Parle Agro currently dominates the fruit plus fizz drink category with Appy Fizz with over 90% market share. With the launch of B Fizz, the target is to build the Fruit plus Fizz category to Rs 10,000 Cr. by 2030. We believe we will end the calendar year with 5-10 per cent growth over the previous year with B-Fizz being one of the contributors to that growth. <br /><br /><strong>Q. What is your overall vision for Parle Agro? </strong><br /><br />Our vision is to make Parle Agro the No. 1 Beverage Company in India.<br />

Parle Agro is confident of making B-Fizz a ₹1000-crore-brand in a few years

<p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><p class="source"><span><a href="https://www.gettyimages.co.uk/license/904006312">Getty/Joe Scarnici</a></span></p><p class="caption">Jessica Chastain and husband Gian Luca Passi de Preposulo.</p></div><p></p></div></div></p><ul><li><strong>We met with Gian Luca Passi de Preposulo, the fashion executive and husband of Hollywood actress Jessica Chastain. </strong></li><li><strong>He and two childhood friends created their own prosecco brand, Fiol, in 2010.</strong></li><li><strong> Passi de Preposulo says that the industry's obsession with keeping prices low has led to a compromise in quality in some cases.</strong></li><li><strong>The trio are on a mission to position Fiol as a recognisable, premium prosecco brand. </strong></li></ul><p><span><br />Gian Luca Passi de Preposulo popped up on the media radar last June when he married Hollywood actress Jessica Chastain in the grounds of his family estate in Italy. </span></p><p><span>The wedding was attended by a number of celebrities, including Anne Hathaway and Emily Blunt, as well as some of the fashion elite - and it sparked</span> a flurry of news reports titled asking "Who is Jessica Chastain's husband?"</p><p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><p class="source"><span><a href="https://www.gettyimages.co.uk/license/162610907">Getty/Frazer Harrison</a></span></p></div><p></p></div></div></p><p><span>Passi de Preposulo is PR director of events and entertainment at Italian fashion house Moncler, and previously worked for Armani. He splits his time between Milan and New York. </span></p><p><span>However, when Business Insider met him at Mark's Club in London, it was to discuss his premium prosecco brand <a href="https://www.fiol.it/" target="_blank" rel="noopener">Fiol</a>, a partnership between him and his childhood friends and co-founders, brothers Pietro and Giovanni Ciani Bassetti.</span></p><p><span>Passi de Preposulo told Business Insider that he tasted his first glass of fizz aged nine or 10 at his family home,<br />Villa Tiepolo Passi, a 17th-century estate in Treviso which is less than an hour's drive from Venice. </span></p><p>The Passi de Preposulos are a family of counts and countesses, although Italy no longer recognises the aristocracy. Meanwhile the Ciani Bassetti family have been making wine for over 400 years.</p><p><strong><span> Giovanni Ciani Bassetti (left) is pictured with </span>Gian Luca below. </strong></p><p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><p class="source"><span>FIOL</span></p></div><p></p></div></div><span></span></p><p>"We grew up surrounded by prosecco," Passi de Preposulo said. "The harvest was a very specific time of year for us.</p><p>"Every year we would do the harvest with our parents and grandparents and at the end there was a big celebratory lunch and dinner with all of our family and friends - that was where I had my first prosecco tasting."</p><p>At 19 he moved to Milan and began working in the fashion industry, while <span>Pietro and Giovanni </span> went into banking.</p><p>"Our base was Treviso (under an hour's drive from Venice) where our family are still nowadays, so we'd go back there every summer, Easter, and Christmas holidays. We always loved being back to our roots."</p><p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><p class="source"><span>FIOL</span></p></div><p></p></div></div></p><p>Almost a decade later, the trio decided to go into business together. "We said, 'Why don't we do something together as friends, leverage our experience in business?'"</p><p>This coincided with the beginning of the prosecco boom, he said, thanks in large part to the financial crisis of 2008.</p><p>"Before then people just considered prosecco a cheap version of Champagne," <span>Passi de Preposulo said. "But following the crisis those seeking an affordable sparkling wine found prosecco and this incredible wave of success started that just didn't stop and is still growing now."</span></p><h1>'The war of the poor'</h1><p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><p class="source"><span><a href="https://www.gettyimages.co.uk/license/612461712">Getty/Pascal Le Segretain</a></span></p></div><p></p></div></div></p><p>While prosecco is undoubtedly a<span> hugely popular category, Passi de Preposulo says people lack knowledge on the brands they're ordering and purchasing, and ultimately make decisions based purely on price. </span></p><p><span>"</span>When people ask in a bar 'Can I have a glass of prosecco,' the bartenders don't know what they're giving you, and you don't know what you're drinking.'</p><p>"It's pretty fascinating," he went on. "Because when you order anything else you know exactly what brand gin, whisky, beer, coffee, juice, even water - you know what you like."</p><p><span>The industry, he says, has been so solely focused on keeping the price point low, which h</span><span>as generated what he calls "the war of the poor," causing some producers to also compromise on quality.</span></p><p><span>It's certainly true that supermarkets, in the UK at least, have gone big on Italian bubbles - and it's not unusual to see a bottle on offer for £7 or £8, especially in the summer months. </span></p><p><span>The growth of the sparkling wine category in Britain, however, slowed in 2017, <a href="http://www.uhy-uk.com/news-events/news/increase-in-uks-sparkling-wine-market-reaches-new-high-but-does-slowdown-in-growth-mean-we-are-reaching-peak-prosecco/" target="_blank" rel="noopener">according to UHY Hacker Young</a>, after years of double-digit growth. It led the accountancy group to suggest we could be approaching "peak prosecco." </span></p><p><span>"Prosecco may have reached a 'Burberry moment' - where the brand suffers from overexposure and loses its luxury/aspirational image through overstocking at supermarkets and over appearance on novelty t-shirts etc," the firm wrote.</span></p><h1>Making Fiol the Belvedere of the prosecco world</h1><p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><p class="source"><span>FIOL</span></p></div><p></p></div></div></p><p><span>Passi de Preposulo told Business Insider he believes that the industry has wasted an opportunity - one that Fiol wants to seize - to create a premium, recognisable brand.  </span>He sees an opportunity to position Fiol as the Belvedere or Grey Goose of the prosecco world.</p><p>"One thing I learned from the fashion industry is that if you start low you can only go lower, you have to position the brand high to begin with," he said.</p><p>On the other hand, he added that when it comes to prosecco there is a certain scale to take into consideration. "If you're selling it for £25, you'd be out of the market, people would just spend £5 more and buy Champagne."</p><p><span>Fiol is now sold in the US, Canada, and in Europe, and currently retails in the UK for <a href="https://www.greatwesternwine.co.uk/catalogsearch/result/?q=FIOL" target="_blank" rel="noopener">£13.95 a bottle at Great Western Wines.</a></span></p><p><span>Passi de Preposulo says the trio wanted to created a blend that combines the traditional taste of the wine they grew up drinking, but also to "</span><span>dispel the myth of prosecco being acidic with lots of bubbles."</span></p><p>The extra dry prosecco is light in colour and has a thin and constant bubble. It has won a number of awards, most recently gold in the Prosecco Masters in 2017 and 2018.</p><p>It is a prosecco DOC (<span>Denominazione di Origine Controllata) classification which means the quality is assured to a certain standard, and that it comes from specific territories in north-east Italy. </span></p><p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><p class="source"><span><a href="https://www.gettyimages.co.uk/license/474113828">Getty/Pascal Le Segretain</a></span></p></div><p></p></div></div></p><p>A bottle of prosecco, which is primarily made with "glera" grapes, shouldn't be kept beyond two years, according to Passi de Preposulo.</p><p><span>The beauty of this is that - unlike with a "grand cru" Champagne or equivalent - "when you pop a bottle you don't have to worry about whether this is this the perfect occasion, 'Should I save it?" according to Passi de Preposulo. "You just open another and another."</span></p>    <div class="margin-top">        <h3>NOW WATCH: <a href="http://www.businessinsider.com/sara-blakely-spanx-ceo-offers-advice-redefine-failure-retail-2016-7">Learning to celebrate failure at a young age led to this billionaire's success</a></h3>        <div>                    </div>    </div>

Jessica Chastain's fashion executive husband has his own brand of fizz - and he wants to make it the Belvedere of the prosecco world

<ul><li>2021 is going to be one of the biggest growth years for <keyword id="133159" type="COMPANY" weightage="20" keywordseo="Parle-Agro">Parle Agro</keyword> as it is set to release two high impact campaigns for its power brands Frooti, Appy Fizz and B-Fizz simultaneously.</li><li>With combined spends of Rs 240 crore for Frooti and Fizz portfolio, Parle Agro is aiming to dominate the beverage category this summer.</li><li>Nadia Chauhan, Joint Managing Director and CMO, Parle Agro tells us how the brand aims to beat the cola category with its strong marketing strategy and how it would go about spending the earmarked marketing budget of Rs 240 crore.</li></ul>Last week, Mumbai recorded its hottest day of this season and the India Meteorological Department issued a yellow alert with a warning of heat wave. Mercury in Odisha has crossed 44.6 degrees, the highest so far. IMD predicts this year to be the hottest summer in India and it’s only April! To beat this heat, consumers turn to refreshing cold beverages and ice-creams and naturally, summer is the peak season for those categories. <br /><br />For Parle Agro that houses drinks like Frooti, Appy Fizz and B-Fizz, 40% of its overall annual sales come from the summers. Last year, the beverage industry’s business plateaued due to the lockdown. Parle Agro decided to curtail its 360-degree media spends until October and started working on its comeback marketing strategy. So, 2021 is going to be an important year for the conglomerate to revive its business. <br /><br />Sharing her expectations for summer 2021, Nadia Chauhan, Joint Managing Director and CMO, Parle Agro said, “The summer months alone from March to May account for approximately 40% of our overall annual sales. We have witnessed a higher consumption in mango drinks over the Fizz category in summers because Mango is a seasonal fruit hence, a higher intake over the Fizz category which is evenly balanced out year-round.” <br /><br />While the beverage category was struggling in the first quarter of 2020, once the market opened up, Parle Agro launched an innovative product ‘B-Fizz’ and expanded its market share strategically. It is now aiming to grow by 50% over 2019.<br /><br />“Looking at the past year, the lockdown had an immense impact on the beverage and FMCG segment as a whole. Due to mobility restrictions, we focused on reinventing our sales and distribution strategy to cater to the market effectively despite the lockdown. This helped us gain an 8% market share within the category. We avoided a 360-degree brand campaign during the summer months of 2020 as it would not serve the desired purpose due to mobility restrictions. Subsequently, we invested in a strategic marketing strategy in September 2020 when we launched B-Fizz. This year, for 2021, with increased mobility and rise in temperatures during summer months, we are expecting a boom in consumption and are targeting a 50% growth in 2021 over 2019 across all brands,” said Chauhan.<br /><br />However, the lockdown did have a silver lining for Parle Agro after all. The consumer pattern changed and they started preferring fruit-based beverages. <br /><br />Chauhan said, “We have witnessed a consistent increase in consumers moving away from synthetic beverages and more towards fruit-based beverages. Along with that, we also see a demand in products under the good-for-you category. The lockdown has also given consumers an opportunity to spend more time with family and friends. This has resulted in a boost for larger packs for in-home consumption.”<br /><br /><cmsannotation type="cmsannotation" annotationid="Marketing campaigns for 2021" text="Marketing campaigns for 2021"><span data-til="noop">Marketing campaigns for 2021</span></cmsannotation><br /><br />Parle Agro has launched its summer campaign starring brand ambassadors Priyanka Chopra Jonas and <a href="https://youtu.be/Tmy9ViY2qR8">Jr. NTR</a> for B-Fizz. With marketing investments of Rs 120 crores for the Fizz portfolio this summer, Parle Agro plans on generating tremendous buzz with a multimedia campaign. The TVC will be aired across national and regional channels.<br />        <div type="Youtube" id="8X1DT09Je7A" title="All new 2021 Be.Feel.Fizz advertisement with Priyanka Chopra Jonas.#befeelfizz#bethefizz#feelthefizz" thumbUrl="https://i.ytimg.com/vi/8X1DT09Je7A/mqdefault.jpg"></div><br />On the other hand, its new summer campaign for Frooti starring Alia Bhatt, <a href="https://youtu.be/mfq51l5Auwk">Allu Arjun</a> and <a href="https://youtu.be/oz0_585h1DE">Varun Dhawan</a> aims to accelerate growth and strengthen brand equity. Parle Agro has earmarked Rs 120 as marketing budget for Frooti and Rs 120 for Fizz category. <br />        <div type="Youtube" id="kopcKizsMIY" title="Watch Alia Bhatt get her favourite drink in the new 2021 Frooti advertisement. #livethefrootilife" thumbUrl="https://i.ytimg.com/vi/kopcKizsMIY/mqdefault.jpg"></div><br />The beverage company has increased its marketing budget every year since 2019. <br /><br />Chauhan shared, “Our overall marketing spends for 2019 amounted to Rs 220 crore while our summer spends for 2021 is Rs 240 crores.” <br /><br />Telling us more about the media spends, Chauhan added, “We have an aggressive multimedia campaign charted out for 2021 with the objective of boosting consumption patterns, gaining substantial market share and driving significant growth for Parle Agro in the beverage industry. Our plan includes using strategic mediums and touch points to ensure impactful reach and visibility for our brands via the right audience. This includes Television, Digital and OOH mediums.”<br /><br />To further break through the clutter, the Indian beverage giant will look at enhancing visibility via on-ground branding opportunities at retail outlets, kirana stores and continue investing in e-commerce. <br /><br />A significant amount of its marketing budget will also be spent on the biggest event of the summer season - IPL. Frooti is the official on-air sponsor for IPL in the mango drink category and B-Fizz is the beverage partner for IPL on Disney+ Hotstar. <br /><br />Telling us how important IPL has grown to be for the brand, Chauhan shared, “IPL has been a game-changer for Frooti and our FIZZ range. We started advertising with IPL for Frooti in the summer of 2014 since most of the investment for the brand happens in this season. IPL being the biggest event of the summer months has helped propel visibility for Frooti during this period, ever since we started advertising with the property. The year 2021 is a big year for Parle Agro. To further drive high SOV for our brands during the high consumption summer season, we have associated with IPL. Frooti shall be the on-air sponsor on TV on Star Sports Network. While in the digital space, B-Fizz will be the associate sponsor for IPL on Disney HotStar. If we go by numbers, just these two platforms will drive a reach of over 500 million people.”<br /><br />With combined spends of Rs 240 crores for Frooti and FIZZ portfolio campaigns, Parle Agro is set to dominate the beverage category this summer. It has the lion’s share of fruit plus fizz category and Frooti, too, ranks among the top two mango drinks in India.<br /><br />Elaborating on the beverage company’s expansion plan and current market share, Chauhan said, “For Frooti we have 28% market share in the mango drink category. In the apple-based drink category, Appy holds the largest share with 61% and in the sparkling fruit drink category, our FIZZ portfolio i.e. Appy Fizz and B-Fizz combined, holds the highest market share of over 90%. We are looking to further grow market share and target new consumers by increasing our reach and market penetration. We are already witnessing a massive boom in consumption this season after a slow 2020. Frooti is part of every household, for every social occasion, these indications instil confidence that the product will become a dominant player soon. And with our aggressive plans for Frooti and FIZZ portfolio this year, we aim to further boost consumption and drive significant growth for Parle Agro in the beverage industry.” <br /><br />Apart from spearheading an aggressive marketing campaign this year, Chauhan will also prepare every level of leadership across all teams in her organization who have all been impacted in different ways by the pandemic, to be really prepared and maintain a very positive mindset.<br />

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<p><div class="KonaFilter image-container display-table"><div><div class="image on-image"></div><p></p></div></div>Too many times in recent months, headline writers have had reason to write that "Coke is losing its fizz."</p><p><a href="http://www.businessinsider.com/pepsi-surpasses-diet-coke-in-soda-shift-2015-3">Pepsi-Cola surpassed Diet Coke</a> to become the second biggest soda brand in the US (Coca-Cola's biggest market,) Beverage Digest said last month. Diet Coke had been the second biggest soda brand by volume in the US since 2010, but Pepsi's shift back to No.2 provided evidence of America's growing dislike for diet sodas - and that is at a time when <a href="http://www.cbsnews.com/news/the-surprising-news-about-soda-sales/">Americans are drinking less soda overall than in the 1980s.</a></p><p>Before that report was published, Coca-Cola reported that net earnings attributable to shareholders plunged 55% in its fourth quarter to $770 million. <a href="http://assets.coca-colacompany.com/71/d8/cdb028f142de98572dd5a1a65e31/2014-q4-and-full-year-results.pdf">Net operating revenue dropped 2% in the quarter to $10.9 billion</a> (but global sales did increase slightly over the full year). North America, its biggest market, saw a modest sales rise for the first time in four quarters.</p><p>The long-term picture is worse. In 2014, global revenue was $46 billion, down 4% ($2 billion less) from 2012.</p><p>This downward trajectory isn't due to a sudden, major catalyst. <a href="http://www.beverage-digest.com/pdf/top-10_2015.pdf">As Beverage Digest's report explains</a> (emphasis added): "Brand Coke's volume was up (0.1%), but just barely. However, the brand was up, after multiple years of decline. <em>The last time brand Coke grew was 2000</em>." </p><p>Globally, Coca-Cola has been missing its own 3% to 4% annual volume growth target for two years, as this chart - <a href="http://www.wsj.com/articles/coke-posts-flat-soda-volumes-1413891855">drawn from data compiled by the Wall Street Journal</a> - indicates.</p><p><span style="line-height: 1.5em;"><div class="KonaFilter image-container display-table"><div><div class="image"></div><p></p></div></div>It's not just Coke experiencing this issue, </span><a href="http://fortune.com/2015/03/26/soda-sales-drop-2014/">the entire soda market in the US, picking out one region as an example, is in decline</a><span style="line-height: 1.5em;">.</span><span style="line-height: 1.5em;"> The attention is on Coke because it is the leader of the sector. It may yet be decades before people start referring to Coke in the same way they do Kodak, and its terminal decline may not even happen at all. But if the company does not make a big strategic move soon, a massively mature market could be coming to an end.</span></p><p class="float_left"><span style="line-height: 1.5em;">Right now, Coke is on the way out. Not with a bang, but a long, slow whimper.</span></p><p><a href="http://www.nytimes.com/2015/02/11/business/coca-cola-q4-earnings.html?_r=0">Coca-Cola's CEO Muhtar Kent said 2015 would be a "transition year,</a>" and that it would like time for the benefits of the <a href="http://www.wsj.com/articles/coke-posts-flat-soda-volumes-1413891855">$3 billion cost-cutting plan it announced in October</a> to materialize "amidst an uncertain and volatile macroeconomic environment."</p><p>The "transition" Kent is looking for is already evident in some of its most recent actions: It has invited 10 agencies to pitch ideas for its next global marketing campaign. In Europe it has redesigned the packaging across all its different flavors to look the same, and it is dropping its marketing for individual brands like Diet Coke and Coke Zero. All marketing will instead be consolidated under the Coca-Cola brand in the region (you will still see other products from the portfolio in ads, but there will be no more individual ads like the famous <a href="http://www.coca-cola.co.uk/about-us/heritage/diet-coke-advert-hunk.html">"Diet Coke hunk"</a> campaign.)</p><p>But as sales continue to fall from previous heights as consumers change their drinking habits, opting for healthier beverages (its portfolio of sugary drinks is another reason Coke often hits the headlines for negative reasons,) are the big marketing changes coming all too late, or can they really save the company from falling into a terminal decline?</p><h3>"The days of Coke being the world's biggest brand are over forever"</h3><p><div class="KonaFilter image-container display-table float_right"><div><div class="image"></div><p></p></div></div></p><p>No matter which stat you look at, Coke's value as a business appears to be eroding.</p><p>In recent years, Coca-Cola has been edged out of the top five in BrandZ's annual "Top 100 most valuable brands" rankings by tech companies, and even McDonald's. Coca-Cola does fare better in <a href="http://www.businessinsider.com/apple-most-valuable-brand-on-interbrand-2014-rankings-2014-10">Interbrand's annual rankings</a> - coming third last year, behind Google (2) and Apple (1.)</p><p>But Coke is unlikely to dominate those lists again, according to Melbourne Business School associate professor of marketing, branding consultant, and Marketing Week columnist Mark Ritson.</p><p>He told Business Insider: "Coke will always be the leading brand of cola until the end of time. But the value of that cola category is set to plummet over the next 20 years. It's no good being a big fish in an ever smaller pond. The days of Coke being the world's biggest brand are over forever."</p><p>And that's down to nuanced drinking habits becoming more widespread, Ritson added: "Natural products, organic ingredients, incredibly fresh origin, local provenance - these were initially the watchwords of small groups of maven consumers, but this movement has become more and more pronounced in the developed world in recent years. And it will only get stronger in the years to come. The very success and former dominance of Coca-Cola during the 20th century blinded them to the very different market conditions that the 21st century ushered in and left them suddenly vulnerable to change."</p><h3>The move to the master brand</h3><p>Coke's move across Europe to advertise its entire range, rather than each brand separately, has some clear advantages: It eases confusion around its ever-increasing portfolio of brand extensions; it shifts focus away from its unhealthier products to low or no calorie variants; and it has the potential to cut costs.</p><p>Coca-Cola tells us that the move is not about cutting marketing investment (on the contrary, it plans to increase investment in the Coca-Cola trademark in Great Britain, for example), but there will no doubt be savings in areas where there are now crossovers.</p><p>We asked what would happen to the brand managers and marketing managers who worked on specific brands like Diet Coke or Coke Zero. A Coca-Cola spokeswoman told us that the company is currently going through a global reorganization that will affect 1,600 to 1,800 roles across corporate, Coca-Cola North America, and Coca-Cola International - but it's too soon to say how many roles will be impacted in Europe.</p><p><div class="KonaFilter image-container display-table"><div><div class="image on-image"></div><p></p></div></div></p><p>The move to the master brand approach could well be adopted in North America and other global markets too. <a href="http://www.businessinsider.com/coca-cola-global-agency-pitch-2015-3">The result of its recent ad agency pitch</a> will likely see the end of the brand's six-year "Open Happiness" activity and a push into a new creative direction for the flagship red Coca-Cola brand.</p><p>In a statement the company said: "We have invited a selection of our key agencies from around the world to bring their best thinking to Coca-Cola in order to create the strongest work for our flagship brand. We are always pushing ourselves and our agencies to deliver world class creative with global appeal that engages and entertains our consumers and drives business growth. This process will help us harness thinking from some of the best agency minds from around the world to deliver the best possible work."</p><p>Elspeth Cheung, global BrandZ valuation director, told Business Insider that <a href="http://www.businessinsider.com/coca-cola-launches-ad-campaign-to-celebrate-100th-anniversary-of-its-bottle-2015-2">Coca-Cola's recent campaign to celebrate the 100th anniversary of its famous contoured bottle</a>, setting up retro-themed pop-up shops in major cities, and a wider <keyword id="35666" type="COMPANY" weightage="100" keywordseo="advertising">advertising</keyword> push "starring" icons like Elvis Presley and Marilyn Monroe shows the power of the master brand still exists today.</p><p>Cheung said: "There are few other brands that could challenge Coke by matching this, and this is all due to the historical cultivation of the Coca-Cola master brand. If anything is going to revive the business, it will be this signature brand - which is the most recognized around the world."</p><p>However, Cheung adds: "I would advise the brand owner not to concentrate on the cost saving advantage that the use of master brand will bring about. BrandZ research shows that brands in categories such as beer and cars which have shifted the focus to the operational advantages of global economies of scale have caused their brands to become less unique and distinctive."</p><h3>"Coke should be loved in the same way Princess Diana was loved"</h3><p></p><p>Coke also needs to look beyond advertising alone to usher in its turnaround.</p><p>Jamal Benmiloud, a former vice president of marketing at Monster Energy (and former UK head of marketing at Red Bull,) who is now the chief creative officer and founder of marketing agency EARN, thinks Coke has the power to change opinion not just by the way it communicates, but a different business approach.</p><p>"I think they have the opportunity to be true to their values and do more in terms of giving back. It may create a negative reaction, but so what, it's about doing the right thing. Coca-Cola should be the most entertaining, anticipated brand in the world, and they should also be loved in the same way someone like Princess Diana was loved by committing to causes and making the difference. They have the power to do amazing things on planet earth," Benmiloud said.</p><p>A great example of this is Coke's project in partnership with other charities to lend its vast distribution and logistics network <a href="https://www.youtube.com/watch?v=Z7AUxTe8q_A">to help deliver essential medicines to remote African villages</a>. "You need to give to get love, and we need to see more giving of love," Benmiloud added, saying Coke has the ability to fund more such initiatives.</p><h3>Coke's 2020 vision</h3><p><div class="KonaFilter image-container display-table"><div><div class="image on-image"></div><p></p></div></div>One of the things that has characterized Muhtar Kent's reign at the top of Coca-Cola is his long-term outlook for the company. In 2010 he outlined the company's "2020 Vision," built around six socio-economic trends that it hopes will help it <a href="http://www.marketingweek.com/2011/05/11/coke-details-2020-plans/">double revenue by 2020.</a> Other strategies are also given long-term completion dates, like its ambition to get <a href="http://www.marketingweek.com/2014/05/27/coke-launches-free-fitness-classes-as-part-of-20m-anti-obesity-drive/">1 million people more physically active in Great Britain by 2020.</a></p><p>Benmiloud comments: "One thing about Coke that really impresses me is how long in the game they are, they really think long-term. They may be having a difficult time right now, but it has a plan for five, 15, 20 years on how to grow as a company ... I think Coke's at a certain point in its history and we'll see what it does in the next five years, and what it does to embrace people and its partners to get there."</p><p>Diversification will also be key if Coke is to adapt to ever-changing consumer consumption trends, and the company <em>is</em> already making in-roads in that area. Earlier this year it launched a premium milk called <a href="http://www.businessinsider.com/coca-cola-new-fairlife-milk-product-price-2015-2">Fairlife in the US</a>, for example, and last year <a href="http://www.businessinsider.com/monster-beverage-coca-cola-stake-2014-8">Coca-Cola paid $2.15 billion for a 16.7% stake in Monster Energy</a> to help expand its reach in the energy drinks market. And in 2013 <a href="http://www.marketingweek.com/2013/02/22/coke-increases-stake-in-innocent-to-near-100/">Coke increased its stake in Innocent Drinks to almost 100%</a> in a bid to grow its share of the European smoothie and juices market.</p><p>But Coke still has work to do, according to Ritson: "PepsiCo is in a much stronger position versus Coca-Cola because it derives less than half its global profits from soda beverages, compared to 75% of revenues at Coca-Cola. That screams out an obvious and urgent fix. Coca-Cola needs to maintain Coke sales as much as possible and manage the decline as well as they can while urgently looking to diversify and acquire new brands that are fit for the 21st century."</p><p>The Coke era as we know it is probably over. But a new, more diverse era for Coke is just beginning.</p>    <div class="margin-top">        <h3>NOW WATCH: <a href="http://www.businessinsider.com/what-earth-would-look-like-if-ice-melted-world-map-animation-2015-2">Animated map of what Earth would look like if all the ice melted</a></h3>        <div>            <div>        <div class="ooyala-video-player" data-video-autoplay="false" data-video-id="5xam5iczrSx4Ibx8MvarDsu3zOG88omE" data-player-variable="ooyalapopvideo" id="ooyalaplayer_popvideo" style="width:1280px;height:720px"></div>        </div>        </div>            </div>

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