A Smaller Bailley
Going for miniature versions
seems to be the trend in all the products, particularly after Phuchhe
Pepsi popularised it tremendously and giants like Coke followed it. In
the same tradition, Dugar Foods & Beverages Pvt. Ltd., a TM Dugar
Group Company, has very recently come up with Kanchha Bailley, miniature
version of the regular 1 litre pack of mineral water.
The Kanchha Bailley comes
in a 330 ml hard pack and is priced Rs 6, according to company sources.
The product is targeted at
people from all walks of life and the advertisements claim that Kanchha
Bailley is suitable for office goers, players and party goers alike.
 Kailash
Tea
With optimism based on the
tea policy recently announced by HMG, new companies are entering the tea
industry. In latest example, Tripura Tea (P) Ltd. has entered the industry
by launching its first product Kailash brand of CTC tea.
In the first stage of its
market expansion, the Hetauda-based company has launched 200 and 100 gm
packages of the brand in Banepa, Dhulikhel and Panauti of Kavre district.
Company sources say the products received very good response from these
markets and they are now to be made available gradually in other markets.
In view of the stiff competition
in Nepali tea market with about a half dozen local and many other foreign
brands already available, and Multinationals like Nepal Lever Ltd. among
the players, Tripura Tea has come up with attractive introductory offers
to the consumers who are promised one kg of silver or a diamond pendal
with gold chain if they come up with specified combinations of some coupons
placed inside the tea packs.
The offer has sent a ripple
across the market and some competitors have already started making similar
offers to the consumers.
Real 200
Launching Real fruit juice
in 200 ml Tetrapacks and pricing it at Rs. 15 for the consumers, Dabur
Nepal (P) Ltd. has indicated that the market war among the non-aerated
drinks in Nepal this summer is going to be a real one. The company sources
reveal that they are targeting to take 20% share of the existing 550,000
cases per annum market in the first year with a focused marketing effort
concentrating (since 1996) in the universe of 20,000 major FMCG outlets.
Though the brand Real has
been in the market for some year, the new variant is in mango nectar whereas
the old Real is a pure fruit juice. However, the company says, Real Mango
Nectar is not simply a mango drink because the word 'drink' refers to
a product that is only 10% fruit pulp, the rest being water and preservatives.
Real Mango Nectar is claimed to 30% fruit pulp, (a blend of juices of
premium varieties of mangoes such as Alphonso). If the drink contains
35% fruit pulp, it is considered 100% pure juice.
That puts Real Mango Nectar
above the near competitors Frooti and Rio brands both priced at Rs. 12
and presented in Tetrapacks which are said to contain only 10% fruit juice.
Hence the premium price for Real Mango Nectar, point out Dabur sources.
The use of Tetrapack in the new product as compared to more elegant Alo
pack in the old Real 1 ltr seems to have helped Real to have a more competitive
pricing comparable with the competitors. To attract the retailers toward
its product, Dabur has offered them a margin higher than that offered
by the competitors, say Dabur sources. The company is also providing freezers
to the retailors.
Being positioned as a pure
natural and 100% preservative free product, Real Mango Nectar is being
marketed with the caption, "No artificial. Get real."
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