Pepsi Cola Jamaica will be lowering the prices of some of its beverages in an effort to increase demand and market share, the company said.

The company said it will be embarking on a ‘pocket savers’ marketing campaign surrounding the reduction of prices on its products, including the 500ml (16.9 fl oz) pepsi cola, ting and ginger, which now has a recommended retail price of $60, and the 20 fl oz DG midnight grape, pineapple and kola champagne, which currently retail for $65.

“Our objective for 2015 is to garner a reduction in prices from our retail traders,” says Marketing Manager of Pepsi, Mitchell Watson.

“We are also using the opportunity to reinforce our price points while working to increase our share in the beverage category so as to maintain Pepsi’s leadership position in the trade,” Watson added.

The price reduction strategy involves aggressive communication with all outlets and customers.

business@gleanerjm.com