Kinley is 

brand of simple and carbonated water owned by the famous beverage

maker Coca-Cola Limited. The brand of packaged drinking water which was
launched in the year 2000 is a highly healthy and hygienic water that goes
through a number of purification processes. The brand is popular in many
countries in Europe and Asia Introduced in India in August 2000, Kinley is purified packaged
drinking water. In a country where many people are concerned about reliable drinking water, Kinley
delivers a product that is safe and suitable for consumers and their families. Within ten months of its
launch, Kinley had emerged as India‟s number two packaged water and is currently the number
three Coca-Cola product in India. Especially popular among adults who seek a better quality of life
and a healthier lifestyle, Kinley is available in a range of packaging including 500 ml, 1 litre, and 2
litre PET bottles, and 5 litre, 15 litre, 20 litre and 25 litre bulk jars for in home consumption.

Kinley brand visibility :

Kinley, being a Coca Cola product, has an extensive brand visibility. Building around
the tagline: ‘Thrust of Trust’, the advertisements revolve around stories of normal
upper-middle class people, surrounding truthfulness and honesty, branding the
position of Kinley as the brand of purity. Coca Cola, had made sure to provide
excellent value preposition to Kinley, with continuous rebranding according to the
needs. Kinley rebranded its bottled water around 2014, changing logo from flowing
water to ‘water droplet’ and with a tagline of ‘boond-boond mei vishwas’ in India. The
label was also more transparent, to enhance the brand’s position around purity.
Leveraging its ‘Value on trust’ Kinley launches many events and campaigns
surrounding the theme. These events and campaigns are to increase awareness
around healthy drinking habits, importance of drinking water and bringing forward the
core value of trust, to build on a position amongst its consumers. Hence this gives an
insight on Kinley marketing mix.
https://www.mbaskool.com/marketing-mix/products/17358-kinley.html

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.

 differentiation: The packaged drinking water industry players suffer from no

or poor differentiation and thus customers do not really find a difference
between the various players. The company has to find an emotional
differentiator to ensure that customers find a solid difference.

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.