Coca-Cola announced the launch of VIO, its flavored milk brand many expected the company to follow a marketing bombardment as it did for the Fanta green mango. But the brands have become successful without much fuss. The company seems not to be curious to compare the strategies in the other markets across the globe with India. It says that dairy is the next pillar of growth after the juices and water.
A Cola-Cola spokesperson stated that they are aiming to build a higher brand recall as well as awareness. A strong communication plan will follow this and it will include print and digital campaigns. VIO is expected to set the trend in on-the-go milk consumption trend that is in vogue across consumers of different ages.
The launch of the two latest products is also an indication of the rising importance of Indian as a significant market. India has progressed to the sixth position in the list of significant markets of Coke. The cold beverages market in the country is valued at Rs 50,000 crore to Rs 60,000 crore and the same of the fruit juice market is Rs 8,000 crore.
The milk beverages show a massive growth potential and it is a niche market. It is estimated to be Rs 1,500 crore to Rs 1,600 crore. The flavored milk is the big milk beverage category next to fresh milk.
As per the industry experts, the milk beverages might grow into a billion dollar business category in the next five to seven years and the present growth rate is 25 percent to 30 percent. The reason is the consumers prefer such beverages that are healthier on-the-go drink choices compared to soda.
VIO as well as the mango flavored Fanta have been developed in the R&D center at Gurgaon and the inputs from the centers in Shanghai and Atlanta. Progressing into a total beverages player, Coca-Cola is trying to positing VIO as a healthy drink as the produce is claimed to be free from preservatives. The product is also priced reasonably at Rs 25 per pack of 200 ml.