PepsiCo, Emami, Dabur gear up for summer season with new products, campaigns

With the onset of summer, FMCG firms are intensifying efforts to make the most out of the season with new products and heightened marketing campaigns..While homegrown Dabur is all set to enter fruit-based fizzy drinks category, beverages and snacks major PepsiCo plans to aggressively market its products like Mountain Dew and Lipton Ice tea..Kolkata-based Emami, which sells products like Navratna oil, Navratna Cool Talc and Boroplus Prickly Heat Powder, also said it is focusing to reach out to more consumers.."The summer months will see Dabur entering the fruit-based fizzy drinks market with the launch of Burrst Fizz in two variants Apple Fizz and Lemon Fizz," Dabur India Marketing Head-Foods Praveen Jaipuriar told PTI..The product, which will be test launched this summer, is a completely natural fruit-based beverage, he said, adding the company is tapping a hitherto unexplored market..Besides, the company is introducing new variants under its packaged fruit juice brands Real and Real Activ. A 100 per cent grape juice has just been launched under the brand Real Activ and a plum juice introduced under the brand Real.."We have also joined hands with the popular cartoon character Ben10 and are introducing special merchandise and Real small packs featuring the Ben10 characters on these packs," Jaipuriar said..The company's fruit juice business has been growing at strong double digits over the years, he said, without sharing details and added the company was expecting to carry on the growth momentum forward..PepsiCo, on the other hand is bringing 'Mountain Dew Xtreme Tours', featuring adventure sports like skateboarding, BMX and FMX biking in cities across the country as part of its summer campaign.."We are nurturing new categories and this season have expanded Lipton Ice Tea availability to Chennai and Bengaluru in ready to drink PET bottle, in home consumption tetrapak and powder," PepsiCo Executive Director-Marketing Deepika Warrier said..PepsiCo is also investing significantly in the digital medium to drive engagement and develop communities around its brands, Warrier added..The company said its beverage business has witnessed very good growth in the year 2011 with brands growing at double digits due to various factors, including sales force expansion and increased distribution of refrigerators.."We expect to continue to drive strong double digit growth on the back of differentiated marketing, consumer relevant innovation, distribution expansion and providing consumers value through price-pack offers," Warrier said..Kolkata-based Emami has also kicked off different consumer related activities to promote its summer products.."We are intensifying our below the line activities on Navratna Oil during the summer season. In all these categories we are hopeful to register good growths in excess of 20 per cent during the coming months, if the season is good and consistent," Emami CEO Sales Krishna Mohan said..Emami has planned for significant advertising investments, he said, without disclosing the amount..Recently, the company introduced Zandu Gluco Charge, which is being test marketed in West Bengal.

PepsiCo, Emami, Dabur gear up for summer season with new products, campaigns

The financial and non-financial services sector had attracted FDI worth $4.83 billion during the 10-months period of 2011-12 as compared to $2.98 billion in the same period of previous year, according to official data.

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