Coca-Cola builds closer
relationships, distribution efficiencies via delivery app partnership
In a reflection of how consumer packaged
goods marketers are embracing a mix of mcommerce and new distribution methods
to get closer to their customers, Coca-Cola has launched Sprite Zero in India
exclusively on the Grofers grocery delivery application.
Consumers in Delhi, Gurgaon, Mumbai,
Bengaluru and Hyderabad are able to purchase Sprite Zero on Grofers, with the
app reportedly getting the product directly from Coca-Cola and delivering it to
buyers. Between Nov. 21 and Dec. 5, the app will be the only place the beverage
will be available as Coca-Cola looks to test market receptiveness to it before
a broader roll out.
“Mobile is the device that is
making this all happen,” said Lara Mehanna, general manager of U.S. and vice
president of sales and business development at Sonata. “People are not waiting
till they get home from work, on their way home from work, or on the weekends
to do their grocery shopping or any shopping.
“They need products, and they
want them immediately,” she said. “Mobile plus commerce apps plus new
distribution strategies are allowing all this to happen seamlessly and
quickly.
“It is more important to have a
mobile presence as users are relying on their couple moments of idle time
throughout the day to manage their own lives - and the mobile device allows
them to do this.”
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