Published Date : Nov 23, 2015
In a sign of the increasing preference for ecommerce, beverage giant Coca Cola will be testing Sprite Zero, its low calorie brand, in India on Grofers – an ecommerce mobile app, according to two executives directly associated with the move. Coca Cola will be testing a product on an ecommerce platform for the very first time; Coca Cola has since the beginning relied on select modern trade stores for test marketing its new brands.
Sprite Zero will be exclusively sold on Grofers for 15 days, during which the hyperlocal grocery delivery firm will directly collect the product from Coca Cola and then hand deliver it to consumers who have purchased the product via the Grofers mobile app. Based on the overall feedback received from the consumers, the taste and price of the product will be altered or taken forward.
Coke Zero was introduced by Coca Cola last year via online marketplace Amazon; however, that was categorized as a more formal launch.
Sprite, the clear lemon-lime beverage, is India’s largest selling aerated beverage with a market share of nearly 18 per cent, according to an executive at Coca Cola who referred to data from research company Nielsen. Sprite surpassed Thums Up two years ago, a sign that consumer preferences of lime flavor over cola has been changing. On a global level too, sales of cola continued to stay flat with consumers switching to healthier beverages. Thums Up is a Coca Cola owned strong carbonation cola brand.
One of the executives said that the insights received from the on demand sale for Sprite Zero on Grofers will be used by Coca Cola to identify and follow the preferences of the consumers and determine post purchase feedback. While Grofers was not available for comment, a spokesperson at Coca Cola refused to say anything on the Grofers Coca Cola tie-up.