Coca-Cola to take energy drink ‘Burn’ to top cities

Posted by on May 5th, 2010 and filed under Business/Economy. You can follow any responses to this entry through the RSS 2.0. You can leave a response or trackback to this entry

New Delhi, May 5 (IANS) Beverages maker Coca-Cola India Wednesday said it plans to take its premium niche energy drink ‘Burn’ to other top cities of the country beyond Mumbai, Delhi and Bangalore in the next few months.

‘Challenge for ‘Burn’ is different. I cannot say it is a product for the masses. It is a product that is getting popular with youngsters, music lovers and DJs in night clubs. It is a niche product. It is special and different from the regular brands like Fanta and Limca,’ said Ricardo Fort, the company’s vice president, marketing.

At present, the brand is available in 250 ml cans, priced at Rs.75, through pubs, night clubs, restaurants and premium hotels in Mumbai, Delhi-NCR and Bangalore.

‘Our aim right now is to create awareness about ‘Burn’. We are present in Mumbai, Delhi and Bangalore. Even in Goa, you can sip the energy drink in night clubs, though we have not entered there directly… over the next few months, when we are through with the awareness programme, we will take it to other top cities of India,’ Fort said.

The company is eyeing a significant share of the country’s Rs.200-crore energy drink market which is growing around 50-55 percent annually.

‘We want to grow and we want the energy market to grow with us,’ said Fort.

Burn has a presence in 76 countries and in India, the company is following a unique marketing strategy, including promotions through fashion shows and musical concerts.

Coca-Cola has invested $1.2 billion in India till now and will soon come out with fresh investment figures for the next few years.

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