India’s Fever For Limited Edition Foods
The India Times ran an interesting story last week on the fever for limited edition products in that country. The article mentioned some interesting limited edition foods and beverages that have been introduced in the Indian market in recent years, with ties to Bollywood productions and cricket standing out as unique to the region.
While some of the marketing partners may be unique, Indian marketers echo their Western counterparts in citing the value of limited edition foods as a valuable tool to build consumer awareness of the parent brand:
Pratik Pota, Executive VP – Flavours, Pepsi India, says that the logic behind the 2007 launch of Mirinda Sorbet “was to make the orange drink segment more premium, more unisex (as orange drink consumption is skewed towards women) and differentiated. Sorbet was important to stimulate the segment,� he says.
Pota too says that in carbonated soft drinks, “a flavour variant works well in short bursts as the consumer tends to go back to the mother brand.� What’s left unsaid is how the limited edition actually helped the mother brand. Asif Adil, MD, Diageo India — which is planning limited editions initiatives — however, says that Diageo does an MAE (measure and effect analysis) to try and find out the net impact of such campaigns. “Although I can’t give you the actual numbers there is definitely an increase in the sales of the parent brand,� he vouches.
India, limited edition, Pepsi, soda, Bollywood, cricket, sorbet, marketing, economics, Mirinda
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