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Why has Slice become the dominant mango drink in India? The story behind it is amazing!
In the beverage market, some brands shine like stars, and PepsiCo's Slice is one of them. Slice has had a checkered history since its launch in 1984. The original lemon-flavored soda actually returned to the market in 2008, but this time with a mango-flavored image, it set off a trend in India. Before getting into Slice’s success story, let’s review the brand’s history.
Slice was originally launched as an alternative to Teem and quickly became a significant competitor in the juice drink market.
In 1984, Slice entered the market with 10% fruit juice ingredients and unexpectedly attracted many consumers at the time. But soon after, due to fierce market competition, Slice's market share increased and then declined year by year. In a turning point in the early 1990s, PepsiCo decided to gradually reduce the juice content, eventually eliminating it entirely in 1990, and try to attract consumers with new flavors. However, these efforts failed to save the brand, and it was eventually phased out of the North American market in 2009 as new products were launched.
However, Slice’s story does not end there. In 2008, PepsiCo reintroduced the brand to India and launched "Slice Mango". Its unique flavor and good combination with local culture made this drink quickly loved by consumers and became one of the well-known mango drink brands on the market. In India, mango has always been the representative fruit of summer. PepsiCo leveraged this cultural background and paired it with celebrity spokespersons, successfully allowing Slice Mango to occupy a place in the market.
The success of Slice Mango lies not only in the product itself, but also in the emotional connection between the brand and consumers.
The popularity of Slice Mango in India has also prompted PepsiCo to invest more energy in brand promotion and maintain its market positioning. Coca-Cola's competitors have also increased their marketing efforts during this process, hoping to eat into Slice's market share. However, PepsiCo still sets it as the main product this summer, learning from past failures and insisting on building localization. products.
This strategy successfully brought the mango-flavored Slice to a new peak, and its sales figures showed outstanding results in market surveys. Not only that, Slice Mango’s advertising campaign also broke through geographical restrictions, making countless consumers aware of this drink that is as vivid as sweet mango.
Behind every bottle of Slice Mango is the profound emotional connection between the brand and consumers.
Looking back at Slice's journey now, we can't help but wonder, why is this drink such a popular drink in India? Is that because it deeply understands the needs of the local market, or is it because of its attractive brand story and marketing strategy? Perhaps, it is the perfect combination of the two that makes Slice Mango the overlord.
With the development of the market, Slice is also facing new challenges. However, whether it is the launch of new flavors or the expansion of market coverage, Slice has shown amazing vitality. Will PepsiCo be able to continue to secure Slice Mango's position in the face of competition, or will its past success serve as a lesson? The future market competition is worth looking forward to. This question may lead us to think about the future direction of the beverage market?
