Along with blistering cricket and close encounters being promised in the upcoming ICC Cricket World Cup 2019, there will also be multiple battles off the field. Once such battle is going to take place in the Indian commercial markets between Pepsi’s Gatorade and Coca Cola’s Powerade.
According to a report in the Economic Times, Coca Cola, which is the new sponsor for ICC, will soon launch its sports drink (Powerade) in India over the period of the next two months in woke of the ICC Cricket World Cup. The launch will lead to direct competition between Powerade and Gatorade, which already has an established share of the sports drink market in India.
Powerade might be a new entrant in the Indian market but it has a heavy chunk of market share in the United States and the United Kingdom. They have registered billion dollar plus sales globally.
Powerade had tried to make an entry in the Indian market earlier, on occasion of the Commonwealth Games back in 2010. The company, however, failed to make a mark on the market and had to withdraw its products. A recent report by Research & market forecast the global sports drink market to touch $28.6 billion by 2023, from $22.2 billion in 2017, growing at 4.3%.
The company is planning to hit the right spots with the ICC Cricket World Cup as their pivotal promoter. Coca Cola is an extremely strong player in the soft drink market in India with drinks like Sprite, Coca Cola, Fanta, and other non-aerated drinks.
It is only Powerade that has failed to make an impact, this move of relaunching the product during the World Cup could work in favour of the brand.