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<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

<div class="image-container display-table float_right"><div><div class="image"><keyword id="1739503" type="UNKNOWN" weightage="60" keywordseo="Reachable">Reachable</keyword>Reachable CEO Al Campa</div></div></div>Reachable, which launched a week ago, is a startup that's going to help companies mine their employees' Facebook, LinkedIn, and Twitter accounts.
It wants to use those connections for marketing, recruiting, or sales.
Reachable scans public information on LinkedIn, Facebook, Twitter and other sources, to build a massive database that shows how everyone in the world is connected.
It sells access to that database to companies as a cloud service. They add in their own corporate information, like e-mail addresses, HR records, etc. and Reachable gives them a corporate "social graph." So when someone at the company wants to find contacts at another company, say Oracle or Google, it can find employees with contacts.
It's cool and a little creepy. Reachable might even have you in its database because it has already mapped "100 billion connections from all these different sources," says CEO Al Campa.
"I believe the online world ultimately mimics offline world. You have business connections. They are not all in Facebook or in LinkedIn, they are all over the place," he says. "That's what Reachable is trying to build. The one system that has a database of everybody that you know from any source, and everyone at your company, and everyone that they know."
So Reachable is grabbing "all social data, LinkedIn data, Facebook data, some Twitter data," he says as well as e-mail address books ("with user's permission, of course," he says). It snags work history. It looks for customer data and other public stuff from sources like Thompson Reuters, Dunn &amp; Bradstreet, etc.
Reachable sees this as tool to eliminate cold calling for sales and replace that with having an employee that knows the person reach out. But it is also being used by company recruiters, too.
Reachable is also noteworthy because, a little over a year ago, it nabbed <a href="http://www.reachable.com/newsroom/reachable-appoints-al-campa-as-new-ceo.htmlhttp://www.reachable.com/newsroom/reachable-appoints-al-campa-as-new-ceo.htmlhttp://www.reachable.com/newsroom/reachable-appoints-al-campa-as-new-ceo.htmlhttp://www.reachable.com/newsroom/reachable-appoints-al-campa-as-new-ceo.htmlhttp://www.reachable.com/newsroom/reachable-appoints-al-campa-as-new-ceo.htmlhttp://www.reachable.com/newsroom/reachable-appoints-al-campa-as-new-ceo.html">Campa</a> as its CEO. Campa became a who's-who in Silicon Valley for founding Jaspersoft (makers of an uber popular open source analytics software). He left his startup to become chief marketing officer for Taleo in 2007. <a href="http://www.businessinsider.com/the-ceo-of-the-company-oracle-just-bought-for-19-billion-was-once-tortured-by-oracle-2012-2">Oracle acquired Taleo for $1.9 billion in February.</a>
Don't miss: <a href="http://www.businessinsider.com/your-employer-may-soon-want-to-use-your-facebook-account-2012-4#ixzz1zUnm4IoG">Your Company Might Think It Can Control Your Facebook Account Soon</a>

This Startup Will Let Your Company Use Your Facebook, LinkedIn, Twitter Accounts

<ul class="summary-list"><li>Marjorie Taylor Greene sent $2,000 checks to 18 of her colleagues' campaigns in March.</li><li>But two of them — among the most vulnerable Republicans in 2024 — never cashed the check.</li></ul>Earlier this year, Rep. Marjorie Taylor Greene contributed $2,000 apiece to 18 of her colleagues, many of whom face competitive re-election races in 2024.It was a <a href="https://www.businessinsider.com/marjorie-taylor-greene-gop-fundraising-vulnerable-house-incumbents-2023-4">shift for the pugnacious Georgia Republican</a>, a further sign that she'd become a team player and an important element in her party's congressional fundraising efforts.But spokespeople for two of those vulnerable Republicans — Rep. Derrick Van Orden of Wisconsin and Rep. Michelle Steel of California — now say that their campaigns didn't end up cashing the checks.Though the March 29 contributions appear in Greene's campaign <a href="https://projects.propublica.org/itemizer/filing/1699056/schedule/sb">filings</a> with the Federal Election Commission, they never appeared in <a href="https://projects.propublica.org/itemizer/filing/1700102/schedule/sa">Van Orden</a> or <a href="https://projects.propublica.org/itemizer/filing/1699301/schedule/sa">Steel's</a> filings.A spokesperson for Van Orden's campaign told Insider that they "chose not to accept" Greene's contribution, while a spokesperson for Steel's campaign claims that the campaign lost the check "due to a staffing error." Greene's campaign, which did not respond to Insider's request for comment, has not amended its filings with the Federal Election Commission to reflect that the checks were never cashed.It remains unclear why Van Orden — best known nationally for <a href="https://www.businessinsider.com/derrick-van-orden-threatened-bad-press-senate-pages-2023-7">screaming at Senate pages</a> and insisting that he did not actually <a href="https://www.thedailybeast.com/gop-candidate-bankrolled-jan-6-riot-trip-with-campaign-cash">step foot on Capitol grounds</a> while attending the "Stop the Steal" rally in Washington on January 6 — would not accept Greene's money. His campaign did not respond to a follow-up inquiry from Insider seeking further explanation.It could simply come down to optics. Van Orden represents a swing district, and Democrats are eager to tie more vulnerable Republican candidates to the party's electorally toxic far right. Accepting a direct contribution from Greene would only strengthen such attacks.But on Capitol Hill, Van Orden does appear to be quite friendly with Greene, <a href="https://twitter.com/repvanorden/status/1708936832568659980">filming a video</a> just days ago with the congresswoman poking fun at Democratic Rep. Jamaal Bowman of New York's <a href="https://www.businessinsider.com/house-republicans-jamaal-bowman-fire-alarm-shutdown-spending-bill-vote-2023-9">fire alarm controversy.</a> The Steel campaign's explanation that the check was "lost," on the other hand, is even more difficult to parse. It's unclear why the California Republican's campaign wouldn't ask Greene's campaign to re-issue the check, or whether Steel is open to receiving money from the Georgia Republican in the future.Steel's campaign did not respond to Insider's follow-up inquiry on those questions, and notably declined to comment to the Orange County Register when <a href="https://www.ocregister.com/2023/05/23/why-gops-marjorie-taylor-greene-is-giving-money-to-oc-rep-michelle-steel/">asked about the contribution</a> earlier this year.Steel represents a more Democratic-leaning district, and some of her potential Democratic opponents have already sought to use the contribution to tie the two-term congresswoman to Greene's conspiratorial brand of far-right politics. In a statement for this story, Derek Tran — a Democratic candidate who's raised <a href="https://www.politico.com/news/2023/10/03/derek-tran-california-house-race-00119702">significant sums of money</a> since launching his bid to unseat Steel — characterized the campaing's explanation as a "dog ate my homework" routine."Steel takes money from MAGA extremists, oil companies, pharmaceutical corporations, and gun manufacturers, and then votes their way," said Tran. "It's why Michelle Steel was named one of the most 'corrupt members of Congress' and why I'm running for Congress to defeat her."

Some vulnerable Republicans aren't cashing Marjorie Taylor Greene's $2,000 checks

<keyword id="19896380" type="General" weightage="20" keywordseo="Reliance-Industries" source="keywords" meta.keywordsubtype="org" meta.entityname="Reliance Industries" meta.hostid="261" meta.entityid="Reliance Industries">Reliance Industries</keyword>, under the leadership of <keyword id="19916798" type="General" weightage="20" keywordseo="Mukesh-Ambani" source="keywords">Mukesh Ambani</keyword>, showcased its vision for the future during the company’s Annual General Meeting (AGM) that was held today (August 29). During the AGM, <keyword id="19936674" type="General" weightage="20" keywordseo="reliance" source="keywords">Reliance</keyword> laid out ambitious plans that span across its diverse businesses. The conglomerate, which has interests ranging from oil to telecom to retail, is positioning itself as a key player in India’s growth story, with a particular focus on <keyword id="20239522" type="General" weightage="20" keywordseo="technological-innovation" source="keywords">technological innovation</keyword>, energy security, and retail expansion. <h2>Not chasing short-term profits</h2><keyword id="19898589" type="General" weightage="20" keywordseo="ambani" source="keywords">Ambani</keyword>, during his speech, said that Reliance is not merely chasing short-term profits but is dedicated to creating long-term wealth for the nation. He reiterated the company’s commitment to providing high-quality products and services that enhance the lives of Indian consumers. The chairman announced that the company’s board will consider issuing bonus shares on September 5, further rewarding shareholders as Reliance continues to grow. <h2>Transforming into a deep-tech company</h2>A major theme of the AGM this year was Reliance’s transformation into a deep tech company, with advanced manufacturing capabilities at its core. Ambani described this shift as essential to securing a place in the global top-30 companies in the near future. He highlighted the company’s strategic adoption of artificial intelligence (AI), calling it one of the most transformative events in human history. AI, he noted, opens up new avenues to address complex problems, making Reliance a net producer of technology. Reliance has been making significant strides in R&amp;D, with over ₹3,643 crore invested in FY24 alone, taking the total research expenditure to over ₹11,000 crore in the last four years. This investment is driving innovations in various areas, including bio-energy, solar power, green energy, and high-value chemicals. The company has also been active in digital research, filing patents in 6G, 5G, AI, and IoT, among others. Ambani assured that this tech-driven transformation would propel Reliance into a new phase of hyper-growth, multiplying its value in the coming years. <h2><keyword id="20337020" type="General" weightage="20" keywordseo="retail-business" source="keywords">Retail business</keyword> to double</h2>In addition to technological advancements, Reliance Retail, the company’s retail arm, is set to double its business in the next three to four years. Isha Ambani, Director of Reliance Retail, shared that the retail segment recorded a gross revenue of ₹3.06 lakh crore for the financial year ending March 31, 2024, marking a 17.8% growth over the previous year. The retail business has rapidly expanded, with Reliance opening 1,840 new stores in the past year, bringing the total to 18,836 stores across 79 million square feet of retail space. This growth has positioned Reliance Retail among the top-5 global retailers in terms of store count and among the top-10 in market capitalization globally. Isha Ambani emphasised that much of this growth is driven by a focus on smaller towns, where two-thirds of the new stores have been opened. Reliance Retail is also focused on creating high-quality, affordable products through its Consumer Brands business, which has seen the re-launch of popular brands like Campa, Lotus Chocolates, and Sosyo. Mukesh Ambani concluded by underscoring Reliance’s mission to provide energy security to India while also contributing to a cleaner and greener world. As the global landscape becomes increasingly uncertain, he expressed confidence in India’s role as a key growth engine in the global economy. The International Monetary Fund (IMF) projects that India will become the world’s third-largest economy by 2027, surpassing Japan and Germany. Ambani affirmed that Reliance will continue to be a driving force in India’s march toward becoming a developed nation.

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

Katya Naidu

This Startup Will Let Your Company Use Your Facebook, LinkedIn, Twitter Accounts

Julie Bort

Some vulnerable Republicans aren't cashing Marjorie Taylor Greene's $2,000 checks

Bryan Metzger

Reliance AGM 2024: Company aims to double retail business, Mukesh Ambani says not pursuing short-term profit

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