Indian Market Size:
Juices and Fruit Drinks: Rs 5,000 crore
Carbonated drinks: Rs 6,000 crore (cola, lime and orange)
A huge chunk of the Juices and Fruits drinks is unorganized, with respect to volume almost 90%.
Pepsi's Strategy
The launch of Twister, already successful in Vietnam, will do more than add another brand to the shelves. It will mark Pepsi’s entry into a segment in India that has opened up with the entry of Minute Maid, which, full of orange pulp, is neither pure juice like Tropicana nor plain fruit drink like Coke’s own mango drink Maaza. Unfortunately, this new brand Twister can be ill-equipped in order to take on Minute Maid in order to maintain a competitive advantage due to its association with the brand Tropicana. Tropicana Twister might be perceived as an extension to the pure juice family of Tropicana. Twister is also similarly named to Dabur Real's Twist, which hosts a combination of fruits for its juices range.
Coca Cola's Strategy
Coca-Cola might be testing its Maaza Aam Panna in UP, but this is not in direct response to Twister in any way. It is more an innovative attempt to capture new markets. Coca-Cola has a successful new brand in Minute Maid, with the product complementing the good promotional campaign during its rollout. Coca-Cola should not just concentrate on Pepsi as a competitor, but it should look at Real Twist too, which is currently being pushed heavily by the Retailers/Traders due to some excellent activation strategies by Dabur.
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