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Pepsi brand more youthful, Coke for older ones: Nooyi

PTI | Last Updated: Monday, November 11, 2013 - 23:30

New Delhi: Pepsi is a youthful brand, while Coca Cola is for 'older ones', PepsiCo Chairman and CEO Indra Nooyi said on Monday while bringing out the contrast in business approach and positioning with its rival in India.

"You know that they bought Thums Up and local brands and we did every thing organically," Nooyi said when asked about its competition with Coca Cola.

There is a "big difference between the two companies", she said, adding: "...In a way we came into India and invested a lot of money in India and grew it".

Commenting on the brand positioning Pepsi and Coke, she said: "If you look at all the brand equity scores, Pepsi is definitely a loved marque in India, especially (with) the young people who think Pepsi is more youthful...

"There is a great comparison which says Pepsi is a timely brand and the other brands are timeless brand. So one is for the older people, one is for the younger people."

When contacted, Coca Cola India declined to comment.

Highlighting the company's youth focus, Nooyi said the company's Mountain Dew brand has also done "phenomenally" well among the youth.

PepsiCo India sells various brands under its beverages portfolio including Mirinda, Mountain Dew, Slice and Nimbooz.

In India, Coca Cola sells carbonated and non-carbonated drinks such as Coca Cola, Fanta, Thums Up, Sprite, Maaza, Minute Maid and Kinley.

When asked about PepsiCo's association with the controversial T20 league IPL, she said: "At this time IPL is a phenomenal marketing vehicle. It's a great sport. It brings lot of people to the stadiums and association with the IPL has built brand equity of our brands phenomenally. So, I am going to look at the positives.

Announcing one of its single largest investments in a country, global beverages and snacks major PepsiCo today said it will invest Rs 33,000 crore in India by 2020 to more than double the capacity of the business here.

First Published: Monday, November 11, 2013 - 23:30
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