<ul><li>Campa is targeting the growing market of downtraders by pricing its soft drinks attractively. </li><li>When you are drinking a cola, you are not just consuming a soft drink, you are consuming a branded experience, says Ambi Parameswaran, branding guru and author. </li><li>Campa has to get its distribution right and match the width of distribution that other colas have today, says Harish Bijoor, branding expert. </li></ul><keyword id="15793554" type="General" weightage="20" keywordseo="reliance-consumer" source="Orion">Reliance Consumer</keyword>’s Campa Cola relaunch at an invitation price of 200 ml at ₹10, and 500 ml at ₹20 – is clearly aimed at taking on rivals Coca-Cola and Pepsi head-on. Reliance is a master at disrupting existing categories with its entry level pricing and innovative marketing models. Just recall the launch of Jio’s high speed broadband mobile services in 2016 for free. The <a href="https://www.businessinsider.in/retail/news/reliance-brings-back-the-iconic-campa-beverage-brand/articleshow/98520789.cms">launch of Campa-Cola</a> is right not just from the season point of view but also because the <a href="https://www.businessinsider.in/finance/article/inflation-burns-a-hole-in-the-pockets-of-indias-lower-income-households-from-fmcg-goods-flip-flops-to-crackers-consumption-takes-a-backseat/articleshow/95536971.cms">heat of inflation has burned a hole </a>in the pockets of Indians. In the last six months, many Indians, both rural and urban, have been hit by high inflation and have been downtrading – that’s shifting to cheaper brands or even going for unbranded products. The FMCG market is in the most price-sensitive state it has even been in the last few years. Campa is targeting this growing market of downtraders, at a price that’s almost half of what other cola brands offer. “Yes, it caters to this trend,” agrees Harish Bijoor, founder of a consultancy firm, Harish Bijoor Consults, adding, “There is relevance for a lower-priced cola – a local cola with a friendly price versus an MNC cola with MNC prices.” “Penetration pricing can boost Campa’s traction among the price-sensitive Indian masses, especially in the rural markets. The aggressive pricing will magnify the impact of the relaunch amid the cost-of-living crisis, as 68% of Indian consumers are extremely concerned about the impact of inflation on their household budget,” says Bobby Verghese, consumer analyst at GlobalData. Price matters, but brand matters too Ambi Parameswaran, branding guru, author, and the former head of FCB Ulka, however, believes that it’s hard to beat established brands like Coca-Cola and Pepsi with a pricing strategy alone. “When you are drinking a cola, you are not just consuming a soft drink, you are consuming a branded experience. There have always been lower priced and local colas in the market but they found limited success. They (Reliance) will have to bring in celebrities and invest big money in marketing,” he adds. Reliance has launched Campa across three different flavours – cola, lemon and orange — which covers the entire gamut of soft drinks. “They launched one unified brand across flavours and that might work,” opines Parameswaran. Reliance also went with the slogan ‘The Great Indian Taste’ as it relaunched an iconic brand Campa which was once competitor to Parle’s Goldspot, Thums Up and Limca – the last two ended in the kitty of Coca-Cola, which made its comeback in the ‘90s. Campa, however, could not withstand the growing competition of Pepsi and Coca-Cola, and shut shop in 2000-01. After it was acquired in August last year, it’s Campa that now has a moneyed backer with marketing muscle and a giant retail footprint of 17,225 stores, offline. Reliance also retails groceries and more online and launched sales via WhatsApp six months back. It also owns a stake in Dunzo – a quick commerce retailer. “Reliance can also leverage its own offline retail and e-commerce stores to quickly narrow the gap with Coca-Cola and PepsiCo’s nationwide distribution networks and bolster Campa’s market penetration. In terms of pricing, Reliance Consumer can go toe-to-toe with multinational operators,” said Francis Gabriel Godad, business development manager, GlobalData India. Where is the footprint? Yet, the cola market is like no other FMCG brand. With the need for refrigeration and a rock solid distribution channel that Coca-Cola and Pepsi have built for years – this might be a tough act to follow if not break. “It’s not just pricing. They have to get distribution right and match the width of distribution that other colas have today. Colas retail differently – most of them are sold out of kirana stores, dhabas and others,” explained Bijoor. Reliance Retail’s footprint can drive the sales of large soda packages. “At home consumption only contributes to 20% of cola sales. The rest is purchased on-the-go,” says Parameswaran. Moreover, Pepsi and Coca-Cola have built their empires on the theory of exclusivity. For example, McDonald’s retails Coca-Cola (only) at its outlets and Burger King goes with Pepsi. In India, these brands have ‘owned’ dhabas and small-time restaurants where either of the brands’ products are retailed extensively. Since this is where most Indians eat, it also helped them make colas a part of Indian meals which matches with biryanis as easily as it does with burgers. Thanks to extensive marketing campaigns, they penetrated rural markets, killed local goli soda businesses and have become the ‘thanda’ of choice. Colas and cricket The third dimension of the cola business after price and distribution, is the ‘taste’. Even today, Thums Up is perceived as the ‘strong’ cola, with the other two colas close behind. Bijoor and Parameswaran say that with colas, it’s more about the brand than the taste and few people can recognize cola brands in a blind tasting. Yet, consumers tend to buy the brand they feel they like the most. Godad says that Campa can build a similar recall as it announced plans to launch an intensive marketing campaign at the Indian Premier League (IPL) 2023 – the cricket tournament with a viewership of over 200 million. This too is a page out of Pepsi’s playbook which has had popular brand ambassadors among cricketers like Sachin Tendulkar and more. At one point in time, it even engaged almost all of the Indian cricket squad to the 2003 world cup in South Africa including Sourav Ganguly, Rahul Dravid, Harbhajan Singh and more in its ads. Reliance Consumer intends to bring similar energy into its marketing. “Reliance’s branding activity during the (IPL) event will thereby amplify Campa’s mass-market awareness in the cricket-loving nation. Moreover, as the official sponsor of the popular ‘Mumbai Indians’ IPL team, Reliance Group can rope in popular cricketers as brand ambassadors. This is a powerful marketing strategy given that endorsements by celebrities or organizations are an essential feature that 29% of Indians actively look for when purchasing products, according to GlobalData’s 2022 survey,” says Godad. In addition to all, Reliance is also not building a ‘new brand’ either, it is bringing back an old brand with nostalgia value that still rings a bell with Gen Xers and millennials — that’ll send at least a few to try a brand they once loved. SEE ALSO <a href="https://www.businessinsider.in/business/news/millennials-want-the-security-of-their-own-roof-over-heads-finds-cbre/articleshow/98120129.cms">Millennials want the security of their own roof over heads, finds CBRE</a> <a href="https://www.businessinsider.in/business/news/healthcare-consumer-goods-minted-the-most-indian-dollar-billionaires/articleshow/98913863.cms">Healthcare, consumer goods minted the most Indian dollar billionaires</a>

Campa has to go beyond invitation price to build the brand & distribution network

By Bedika New Delhi, Apr 4 () PVR, the largest theatre chain in India, is looking at seat distancing in its halls as one of the "out of the box" ways to ensure audiences feel safe about returning to the movies after the coronavirus forced lockdown is over, says PVR Cinemas CEO Gautam Dutta.Besides introducing social distancing at the ticket booking level -- saying goodbye for the moment to shared popcorn and holding hands as part of the movie watching experience – PVR will also sanitise all its theatres and train its staff, Dutta told ."We are planning a number of things, from sanitising our cinemas to coming up with a feature where we will do social distancing within the cinema. For example, if you have booked two tickets, we will leave one seat and book the next one," he explained.This will be for a couple of weeks or maybe a month so people feel comfortable again, he added."A lot of stuff is being done to gain back confidence and giving audiences the assurance that cinema is as safe an option as anything else. We are planning many small and big things, from training to sanitisation. We are talking to Pepsi whether we can sell only cans. "I don't how much of it will get implemented but the reality is that a lot of out of the box thinking is happening," Dutta said. The company, which started in 1997, operates a cinema circuit comprising 841 screens at 176 properties in 71 cities in India and Sri Lanka, serving over 100 million viewers annually.This is the first time that revenues have completely dried up, Dutta said, as the coronavirus pandemic sweeps the globe with more than a million cases and over 59,000 fatalities. India, where the disease has infected more than 2,900 people and claimed at least 68 lives, has been under a three-week nationwide lockdown since March 24.Dutta said the group had taken a voluntary decision to close the theatres even before the government's notification. "Never in our history of 21 long years have cinemas closed down fully. Like any other business, we have gone through ups and downs in terms of revenues but we had never imagined our revenue will read zero. And it's not just us, world over content releases have got impacted. Overall, it's a very tough situation," Dutta told in a phone interview.He expressed the hope that businesses, including cinemas, will slowly get back to normal after the lockdown is lifted.People at the senior level in the company had decided to voluntarily take a pay cut to insulate the minimum wage staff, he said."The first call we took, and it happened organically, was that every leader raised their hands and said time has come to make a contribution. So we took a 50 per cent cut on managerial positions. We also insulated our minimum wage staff. Technically, there have been no salary cuts, no retrenchments at the cinema level so far." But the situation is changing, Dutta cautioned"This is not something that is mandated throughout because we really don't know how widespread this problem is and when do we get to open the cinemas. If the lockdown situation is better and we are in a position to start opening cinemas, we will stay with that stand," he added.In his view, nobody will lose jobs even if "the problem" stays for the next couple of months. However, there could be salary cuts along the way because it is a big team, he said, adding that the situation would be assessed after the lockdown is over.There is a fear that people may not return to cinemas immediately and many may even stop going to the cinemas completely as they switch to streaming platforms, witnessing a surge in viewership as people across the world stay locked indoors?Dutta replied saying he was not worried about the future at all. "If anything, streaming platforms up the appetite for content." On the last day of operation before the lockdown came into effect, two lakh people streamed into PVR cinemas across the country with only 50 per cent of theatres operational at the time. "People who are sitting at home will give an arm or leg to get out of their homes. We are social beings and like to go out. We don't say we are in the business of cinema, we say we are in the business of out of home entertainment and it will thrive, not now, not later but always," Dutta said."I have been in this company for over 14 years. When IPL came people said, 'They will die', when DVDs came, people said, 'They will die'. Cinema is beyond movies, it is about marking a memory, about holding hands, eating out, socialising, birthdays and anniversaries," he said.Life will come back to normal once the virus scare is over and people will look at this as "a phase" in their lives."As we say, this too shall pass. But it'll leave us with many learnings along the way. I think we have to convert this into a big positive," he added. BK MINMIN

PVR looks at social distancing in its theatres after lockdown, says PVR Cinemas CEO

<img class="gwt-Image" src="/photo/45492411.cms" />Along with <keyword id="6354576" type="CITY" weightage="20" keywordseo="Facebook">Facebook</keyword>, <keyword id="6354616" type="CITY" weightage="20" keywordseo="Twitter">Twitter</keyword> too has come up with its list of things that people in India yapped about the most on the micro blogging site. 
 
It comes as no surprise, that the Golden Tweet for India in 2014 comes from Prime Minister Narendra Modi’s (@NarendraModi), which he shared post winning the Lok Sabha election. It is the most retweeted tweet ever in India. 
 
While the second most popular tweet in India was by Salman Khan where he shared the trailer of his movie Kick. 
 Coming over to the fastest-rising Twitter hashtag <keyword id="15467" type="COMPANY" weightage="20" keywordseo="trends">trends</keyword> in India, it seems to be a nice mix of sports, disasters and political campaigns. 
 
Here is a complete list : 
<ol>
	<li>
		#WorldCup2014: It consisted of all conversation around Football World Cup 2014 held in Brazil</li>
	<li>
		#MH370: MH370 was a flight that disappeared on 8 March 2014</li>
	<li>
		#MufflerMan: #MufflerMan refers to a campaign by Aam Aadmi Party</li>
	<li>
		#MUFC: #MUFC refers to Football fans following Manchester United Football Club</li>
	<li>
		#KashmirFloods: Update on JK flood relief operation by assisting the Indian army</li>
	<li>
		#QuitAAP: Public outrage against Aam Aadmi Party</li>
	<li>
		#IndvsEng: #IndvsEng refers to India vs England cricket match played</li>
	<li>
		#Results2014: Information on the Lok Sabha elections results</li>
	<li>
		#IPL7: Conversations around Pepsi Indian Premier League cricket tournament</li>
	<li>
		#AusOpen: Conversations around 2014 Australian Open</li>
</ol>
[Twitter]

Relive The Most Talked About #tags On Twitter

<div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/5620e9279dd7cc04308b7172-1944-1458/453785594.jpg" border="0" alt="steve ballmer" data-mce-source="Jeff Gross / Getty Images">Jeff Gross / Getty ImagesSteve Ballmer revealed he has purchased 4% of Twitter's stock.</img></div></div></div>Good Morning. Here's everything you need to know in the world of <keyword id="35666" type="COMPANY" weightage="100" keywordseo="advertising">advertising</keyword> today.1. <a href="http://www.businessinsider.com/amazon-is-suing-people-who-want-to-be-paid-to-write-fake-reviews-2015-10">Amazon is suing more than 1,000 people who were offering to write fake reviews.</a> "While small in number, these reviews can significantly undermine the trust that consumers and the vast majority of sellers and manufacturers place in Amazon, which in turn tarnishes Amazon's brand," according to the complaint.2. <a href="http://www.ft.com/cms/s/0/16b38df4-75a2-11e5-8564-b4bb9a521c63.html#axzz3p02HRaoH">Pepsi has dropped its sponsorship of the Indian Premier League.</a> The drinks company had originally signed a five-year deal with the cricket league, but pulled out after just three seasons, reportedly due to issues it had with the IPL's governance.3. <a href="http://www.businessinsider.com/meet-alejandra-espinoza-the-new-face-of-revlon-2015-10">The new face of Revlon is a little-known Mexican TV host with a rags to riches story.</a> Alejandra Espinoza used to work three jobs to help her parents pay the rent.4. <a href="http://www.businessinsider.com/twitter-has-hired-tbwachiatday-2015-10">Twitter has hired the ad agency for Airbnb and Gatorade.</a> TBWA\Chiat\Day is working on a number of projects with Twitter, including a campaign to show off its new Moments feature.5. <a href="http://www.businessinsider.com/pinterest-financials-are-leaked-2015-10">Pinterest is expected to do $169 million in sales this year.</a> That's according to leaked documents obtained by TechCrunch.6. <a href="http://www.businessinsider.com/how-levis-is-fighting-athleisure-2015-10">Here's how Levi's is fighting back against the denim apocalypse.</a> After observing consumers, chief product officer Karyn Hillman recently revamped Levi's style by getting creative with new fabric innovations and developing an appealing ad campaign staring Alicia Keys. 7. <a href="http://www.businessinsider.com/steve-ballmer-twitter-shares-2015-10">Steve Ballmer revealed on Friday that he has bought 4% of Twitter's shares.</a> He also has a new Twitter account @steven_ballmer.8. <a href="http://www.businessinsider.com/google-okr-employee-grading-system-2015-10">This is the internal system Google uses to grade its employees.</a> From the time Google was a tiny startup, it has been using an internal grading system for employees call Objectives and Key Results, or OKR.9. <a href="http://www.businessinsider.com/volkswagen-crisis-usa-cycling-sponsorship-2015-10">The Volkswagen emissions crisis could leave USA Cycling scrambling for a new title sponsor.</a> Volkswagen is USA Cycling's biggest partner, and this is a contract-renewal year.10. <a href="http://digiday.com/platforms/facebooks-carousel-ads-10-times-better-regular-ads/">Facebook's carousel ads perform 10 times better than its regular ads, Digiday reports.</a> A study from Kinetic Social found that 1% of users click through on carousel ads, compared with 0.1% on non-carousel ads. <div class="margin-top"> <h3>NOW WATCH: <a href="http://www.businessinsider.com/subliminal-sex-messages-hidden-ads-2015-9">Subliminal sex messages hidden in ads for wholesome brands</a></h3> <div> <div> <script src="http://player.ooyala.com/v3/6e12e8b3387a44daacfb73afba25a76e"></script> <div class="ooyala-video-player" data-video-autoplay="false" data-video-id="U0bjIwbDp8myHrSr85ETgy0OyTDvG9UO" data-player-variable="ooyalapopvideo" id="ooyalaplayer_popvideo" style="width:1280px;height:720px"></div> <script> if (typeof RunFunctions === 'undefined') { var RunFunctions = []; } RunFunctions.push(function() { var ooyalapopvideo = OO.Player.create('ooyalaplayer_popvideo', 'U0bjIwbDp8myHrSr85ETgy0OyTDvG9UO',{ autoplay: 'false' }); }); </script> <noscript><div>Please enable Javascript to watch this video</div></noscript></div> </div> <script>(function() { function createPlayer() { OO.ready(function() { RunFunctions.forEach(function(ooyalaFunction) { ooyalaFunction(); }); RunFunctions = [];}); } createPlayer(); }()); </script> </div>

You Searched For "Pepsi IPL" and got 4 results

Campa has to go beyond invitation price to build the brand & distribution network

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PVR looks at social distancing in its theatres after lockdown, says PVR Cinemas CEO

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Relive The Most Talked About #tags On Twitter

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