Kinley
Kinley
Strengths
distribution channel: With growing water scarcity the packaged
drinking water has demand everywhere. Coca-Cola with its
wide distribution channel is able to get its water brand Kinley to even
remote and rural location across its markets. This ensures
wide market coverage. https://www.marketing91.com/swot-
analysis-kinley/
Before it hits the user, Coca-Cola's Kinley water goes through a
stringent and intensive purification process. A more than 10-step
method that involves disinfection, sand filtration, activated carbon
filtration, 10-micron polishing filtration, reverse osmosis, 5-micron
filtration, UV treatment, 1-micron polishing filtration, mineral dosing,
and ozone filtration ensures quality and purity.
https://www.takedistributorship.com/2020/10/kinley-water-
distributorship.html
Variety of packaging: Kinley was introduced in the year 2000 with a
500ml pack. In just a matter of two years, the number of packs in
quantities like 500ml, 1 liter, 1.5 liters, 2 liters, 5litres, 20 liters, and
25 liters were introduced. In addition to this, the company also
launched 200ml water cups for a smaller section like parties, get-
togethers and other functions and 200ml pouches for sale in the rural
areas.
Weaknesses
brand loyalty: The packaged drinking water industry is highly competitive
with Bisleri from Parle, Kinley from CocaCola and Aquafina from Pepsico.
The product being water there is not much of scope for brand loyalty and the
only factor that fuels choice is ease of availability.This becomes a weakness
for all players in the domain.
Coca-Cola has been a part of numerous scandals which involve aspects like
harmful ingredients in their aerated drinks, pollution of water bodies in and
around their factories due to poor waste disposal and management
mechanisms. These scandals affect the branding of Kinley.
Harmful threats.
1. Plastic bottles and bottle caps are ranked as the third and fourth
most collected plastic trash items https://timesnow.com/rising-
tides-of-plastic
2. It takes up to 1,000 years for every single bottle of water to decompose.
Each bottle leaks harmful chemicals into our environment along the way
as it decomposes.
3. A whopping 91 percent of plastic waste is not recycled. Much of this
plastic ends up in landfills or our oceans. Only a very small percentage
of recycled bottles are used to make new bottles. Coca-Cola makes
about 3 million tons of plastic packaging a year. That’s roughly 200,000
bottles a minute and sources only 20% of its packaging from recycled
material
The mass-distributed Kinley leads the Rs 2,200-crore retail packaged water market with a
10.3% share, according to market research firm AC Nielsen. The market is growing at a rate
of about 17% per year. The integration of bottling operations also means that there is no
overlapping between Hindustan Coca-Cola Beverages and Coke’s franchisee bottlers in
these markets.