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| indiantelevision.com's Media, Advertising &
Marketing Watch |
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| Pepsi to bring in Gatorade soon? |
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The Indiantelevision.com
Team
(20 January 2003 2:00 pm) |
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MUMBAI: Mountain Dew may have been pitched
as Pepsi's new energy drink, but indications are that the beverage
major may soon be launching the internationally popular sports drink
Gatorade in India in a similar avatar.
 Speaking
on the sidelines of a media conference to launch Mountain Dew, positioned
as a refreshing energy drink for irreverent urban youth, PepsiCo India
Holdings chairman Rajeev Bakshi said that the company was looking
at launching Gatorade soon. When pressed to specify the timeframe
within which the drink would be launched, Bakshi responded with a
cryptic "very soon".
While Tropicana, Pepsi's offering in the non carbonated soft drinks
segment, will continue to be targeted at the top bracket premium consumer
with any downward revision ruled out in the short term, Gatorade could
well fill the masses' need for an energy drink in the non CSD market.
Pepsi officials present at the Mumbai launch of Mountain Dew, however,
pointed out that Gatorade would, in all possibility, not be slotted
as a sports drink. Pointing out that India is not a sport crazy country,
Pepsi officials said that the company would try and pitch Gatorade
as an energy drink instead.
The company is currently conducting ad and consumer research for testing
consumer tastes for Gatorade. Bakshi meanwhile said that the company,
which had said last year that it was looking at doubling its 120 million
strong consumer base in three to four years, is on course for the
target. Pepsi A-ha, the lemon tinged cola introduced last March, meanwhile
commands an eight to 10 per cent share of total Pepsi sales, he said.
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