Pepsi is throwing a new brand into the battle with Tedi, Santal and Cappy Junior on the market of soft drinks for kids.
The first four players on the market of non-carbonated soft drinks – Coca-Cola, Pepsi, Tymbark and Parmalat are vying over the niche of soft drinks for kids, a market put at some 15 million euros, that is less than 5% of the total sales of the segment.
"We had been planning to tap into the market of soft drinks for kids for the past few years; we noticed the market was dominated by one player, while the rest of the products were extensions of the soft drinks brands for adults. We launched Prigat ItsyBitsy in a context of uncertainty, which is why we created several sales scenarios until the end of the year. Investments are significant, in excess of one million euros, which include the cost of the communication campaign," says Oana Stincel, marketing manager of PepsiAmericas.
The Prigat ItsyBitsy brand is the newest player on the market of soft drinks for kids estimated by market researcher Nielsen, cited by PepsiAmericas, at 64 million RON (15 million euros) in 2008.
The first producer of soft drinks to enter this market was Tymbark Maspex, which launched the Tedi brand in September 2001 – a brand whose market share currently reaches 16.4% on the nectar segment, according to the company’s data taken from a Nielsen research.
Four years later, Parmalat would launch four products for kids, branded as Santal Kids, and last year was Coca-Cola Hellenic’s turn to tap into the market with Cappy Junior. Both Parmalat and Coca-Cola chose to launch extensions of their grown-up brands.
Oana Stincel specified that the ItsyBitsy drinks would be also sold on-premise, a segment with less competition from players on the market.
"It’s mostly families that drink Prigat at home and I think Prigat ItsyBitsy will follow the same trend. We will not rule out the on-premise sector because we have noticed it is hard to find juice for kids when you go to a restaurant for instance."
Prigat ItsyBitsy was launched in partnership with the ItsyBitsy kids’ and parents’ radio station, whose shareholders are Nadia and Felix Tataru.
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