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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

<ul class="summary-list"><li>Republican Darrell Issa and Democrat Ammar Campa-Najjar will face each other in November to represent California's 50th Congressional District.</li><li>The race will be called as soon as there are sufficient data to make a conclusion.</li><li>See the live coverage and <a href="https://www.businessinsider.com/2020-house-elections-results">full results from all US House elections.</a></li><li>The 50th District is located in southern California and is home to the northeastern and central regions of San Diego County as well as a portion of Riverside County. </li><li>The House seat is currently vacant after Rep. Duncan Hunter pleaded guilty to conspiracy misuse of campaign funds and resigned.</li></ul>Republican Darrell Issa and Democrat Ammar Campa-Najjar face off this to represent California's 50th Congressional District.The previous representative, Republican Duncan Hunter, represented the district for nearly four terms in Congress but resigned in January after federal prosecutors <a href="https://www.nytimes.com/2019/12/03/us/duncan-hunter-guilty-plea.html">charged him and his wife Margaret</a> with over 60 counts of embezzling campaign funds, wire fraud, falsification of campaign finance records, and conspiracy.After his indictment, Duncan lost his committee assignments and submitted <a href="https://www.businessinsider.com/california-rep-duncan-hunter-announces-resignation-2020-1">letters of resignation</a> to both House Speaker Nancy Pelosi and Gov. Gavin Newson. However, Hunter resigned too late for Newsom to call a special election, leaving the seat vacant. In March, Hunter <a href="https://www.nytimes.com/2020/03/17/us/duncan-hunter-sentencing.html">was sentenced to 11 months in federal prison.</a>California currently has a <a href="https://www.sos.ca.gov/elections/primary-elections-california/">"top-two primary"</a> system, meaning that the top two winners of the primary election go on the final ballot, regardless of their political party.<h3><a href="https://www.businessinsider.com/2020-election-results" target="_blank" rel="noopener noreferrer">See live coverage and full results for the US presidential election</a></h3><h2>The candidates</h2>Issa is a former US House representative who once represented the 48th and 49th Districts, which both include portions of Orange County and are now represented by Democrats.He is the co-founder and former CEO of Directed Electronics, one of the US's largest automobile security companies. With an estimated net worth of $250 million, Issa was the <a href="https://www.forbes.com/sites/zackfriedman/2018/03/30/congress-money-entrepreneur/#50bdfd713c5a">richest member of Congress</a> during his tenure. <a href="https://www.darrellissa.com/issues/">His 2020 campaign platform</a> emphasizes building on a wall on the southern border, opposing illegal immigration and sanctuary cities, and creating fairer trade policies. In late 2018, several months after announcing he was not seeking reelection, Issa was nominated by President Donald Trump to become the director of the United States Trade and Development Agency. In California's "top-two primary" in March, Issa <a href="https://www.politico.com/2020-election/results/california/">placed second behind Campa-Najjar</a>.Campa-Najjar was the deputy regional field director for President Barack Obama's reelection campaign and served a role in the Executive Office of the President.He later became the <a href="https://www.campacampaign.com/meet-ammar">communications and marketing director</a> for the US Hispanic Chamber of Commerce and led the Office of Public Affairs for the Employment and Training Administration in the US Department of Labor.In 2018, Campa-Najjar ran against Rep. Hunter and narrowly <a href="https://elections.cdn.sos.ca.gov/sov/2018-general/sov/2018-complete-sov.pdf">lost by a margin of 3.4 percentage points</a>. His <a href="https://www.campacampaign.com/">2020 campaign platform</a> focuses on helping Southern California recover from the COVID-19 pandemic, expanding access to affordable healthcare, and increasing economic opportunity and supporting small businesses in the district. <h2>The district</h2>California's 50th Congressional District is located in the state's southern region and is home to the northeastern and central regions of San Diego County as well as a portion of Riverside County. The district has traditionally been solidly Republican. In 2016, the district voted for President Trump over Democratic candidate Hillary Clinton by 15 points, <a href="https://www.dailykos.com/stories/2013/7/9/1220127/-Daily-Kos-Elections-2012-election-results-by-congressional-and-legislative-districts">according to the Daily Kos</a>.<h2>The money race</h2>According to the <a href="https://www.opensecrets.org/races/summary?cycle=2020&amp;id=CA50&amp;spec=Np;spec=N">Center for Responsive Politics</a> and <a href="https://www.fec.gov/data/candidate/H0CA50178/">Federal Election Commission filings</a>, Issa has raised $7 million and also donated and lent about $7.6 million of his own funds to his campaign, spent $11.5 million, and has around $847,000 in cash on hand. Campa-Najjar has raised $5.3 million, spent around $4.7 million, and has around $587,000 in cash on hand.<h2>What experts say</h2>The race between Issa and Campa-Najjar is rated as "leans Republican" by the <a href="https://cookpolitical.com/ratings/house-race-ratings">Cook Political Report</a> and "likely Republican" by <a href="https://insideelections.com/ratings/house">Inside Elections</a> and <a href="http://centerforpolitics.org/crystalball/2020-house/">Sabato's Crystal Ball</a> at the University of Virginia Center for <keyword id="6358883" type="UNKNOWN" weightage="60" keywordseo="politics">Politics</keyword>.Expanded Coverage Module: insider-voter-guide

RESULTS: Republican Darrell Issa and Democrat Ammar Campa Najjar battle for the open seat in California's 50th Congressional District

<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

<h2>The races and the stakes: </h2><keyword id="11892889" type="UNKNOWN" weightage="60" keywordseo="california" source="Orion">California</keyword>'s June 7 primary will feature plenty of fireworks and maybe a few surprises. It features a high-profile governor's race and the most important mayor's race in the country this year. Polls are now closed in California, and results will begin to trickle in over the next several hours, or even days.Democratic Gov. <keyword id="11909866" type="UNKNOWN" weightage="60" keywordseo="gavin-newsom" source="Orion">Gavin Newsom</keyword>, who <a href="https://www.businessinsider.com/gavin-newsom-california-gubernatorial-recall-election-landslide-win-2021-9">thwarted a recall effort</a> last year, will run for a second term. And <keyword id="11940480" type="UNKNOWN" weightage="60" keywordseo="los-angeles" source="Orion">Los Angeles</keyword> Democrats will decide between a longtime House member and a billionaire former Republican to run the nation's second-biggest city.California has a nonpartisan, top-two primary system, meaning that the top two vote-getters in each primary advance to the general election, regardless of party.The state also holds its <keyword id="11931743" type="UNKNOWN" weightage="60" keywordseo="elections" source="Orion">elections</keyword> almost entirely by mail, meaning that it could take several days for officials to tally the election results.GovernorNewsom handily brushed off a recall effort last year and strode into his state's June 7 primary with confidence. He will face Republican state Sen. Brian Dahle in the fall, Decision Desk HQ projects. The<a href="https://www.latimes.com/california/story/2022-05-31/california-primary-governor-candidates-gavin-newsom"> large field of candidates</a> lining up for the second slot on November's ballot all trail Newsom significantly in fundraising and name recognition, including Dahle; management consultant Jenny Rae Le Roux, a Republican; and homeless advocate and Independent <a href="https://www.wsj.com/articles/michael-shellenberger-beat-gavin-newsom-california-governor-gubernatorial-election-housing-energy-homelessness-school-choice-11652107572">Michael Shellenberger</a>. Republicans have not won a gubernatorial election in California since Arnold Schwarzenegger was reelected in 2006.Lt. GovernorCalifornia Lt. Gov Eleni Kounalakis, a Democrat, is expected to coast to her party's nomination this year as she seeks a second term. Her opponents include Republicans David Fennell and Clint W. Saunders, as well as Democrats Jeffrey Highbear Morgan and William Cavett Saacke.Attorney GeneralGov. Gavin Newsom appointed the incumbent attorney general, Rob Bonta, after his predecessor, Xavier Becerra, joined President Joe Biden's cabinet. Now, Bonta, a Democrat, is running for a full term as the state's top prosecutor.While Bonta should be able to clinch the Democratic nomination, Californians are increasingly concerned about crime and homelessness. Republican challenger Nathan Hochman, who served in the Justice Department under George W. Bush, and Independent Anne Marie Schubert, the Sacramento County district attorney, are vying to take on Bonta in November.US SenateSen. Alex Padilla, a Democrat, is running simultaneously to finish his Senate appointment until 2023, and for a full Senate term ending in 2029.Padilla was appointed by Newsom to fill Kamala Harris' seat when Joe Biden chose her as his vice president.Padilla is expected to be the Democratic nominee in both contests. Republican Mark Meuser is also challenging Padilla in both contests.<h2>Mayoral Races</h2>Los Angeles MayorThe Los Angeles mayor's race is the top local race in the country, due to the massive scope of the job and the political intrigue that surrounds the field. The stakes are also high: Anyone who <a href="https://www.businessinsider.com/la-mayor-race-50-percent-plus-one-win-during-primaries-2022-5">gets more than 50 percent of the vote in the primary can win the election outright</a>; if no single candidate gets a majority of the vote, then the top two candidates advance to the November election.For months, Rep. <keyword id="12097682" type="UNKNOWN" weightage="60" keywordseo="karen-bass" source="Orion">Karen Bass</keyword>, the longtime Los Angeles congresswoman, was presumed to be the Democratic frontrunner. But billionaire developer and former Republican <keyword id="14138911" type="UNKNOWN" weightage="60" keywordseo="rick-caruso" source="Orion">Rick Caruso</keyword> stormed into the race, blanketing the city with advertising and quickly racking up support by focusing on homelessness and crime.Watch to see whether one of these candidates wins the election outright, or if the race will extend until November.San Jose MayorThe race to represent this city, situated at the southern point of San Francisco Bay, is shaping up to be one of the most expensive in its history, <a href="https://sanjosespotlight.com/follow-the-money-san-jose-2022-mayoral-and-city-council-races-election/">according to the San Jose Spotlight.</a>Top candidates include Santa Clara County Supervisor Cindy Chavez, and San Jose City Councilman Matt Mahan, <a href="https://sanjosespotlight.com/spending-in-san-jose-mayoral-race-exceeds-1-million-mayor-campaign-contributions-donations-political-action-committee-pac-election-2022/">who have both been the beneficiaries of an influx of PAC money.</a>Long Beach MayorSix candidates are vying to lead Long Beach, the seventh-largest city in California. The frontrunners in the race are city council members Suzie Price and Rex Richardson.A poll<a href="https://img.lbpost.com/wp-content/uploads/2022/05/27153239/The-Long-Beach-Center-on-Urban-Politics-Policy-Poll-May-2022-Results-May-27-FINAL-Election-Contests-Release.pdf"> released</a> last month by the Long Beach Center for Urban <keyword id="11893346" type="UNKNOWN" weightage="100" keywordseo="politics" source="Orion">Politics</keyword> and Policy at Cal State Long Beach showed the two candidates locked in a tight race, with Richardson at 23.4 percent and Price with 22.5 percent support. Other candidates in the race include J. Raul Cedillo, Deb Mozer, Joshua Rodriguez, and Franklin Sims.State Assembly racesDemocrats currently have a supermajority in the California State Assembly, holding 58 out of the 80 seats, and both parties are targeting several key races across the state. District 22The swing district, anchored around the Central Valley city of Modesto, will host an open-seat contest.Stanislaus County public defender Jess Self and longtime state legislative aide Chad Condit are running as Democrats, while Stanislaus County Sheriff sergeant Juan Alanis and San Joaquin Council of Governments regional planner Joel Campos are competing as Republicans. District 27Madera, Merced, and northwest Fresno make up a bulk of this key open-seat majority-Latino district. Fresno council members Mike Karbassi and Esmeralda Soria are running as Democrats, while former Merced County Sheriff Mark Palin and agriculture retailer Amanda Fleming are the GOP candidates. District 70 This district — which includes portions of both Los Angeles and Orange counties and the neighborhoods that make up Little Saigon — was drawn to ensure representation for the area's large Vietnamese-American population.Janet Nguyen, the Republican incumbent, chose to run for the Senate, and four Vietnamese-American candidates have emerged as the leading candidates.Westminster Mayor Tri Ta, Westminster city council member Kimberly Ho, and Fountain Valley City Council member Ted Bui are running as Republicans, while Democrats have coalesced around Garden Grove city council member Diedre Thu-Ha Nguyen. District 76In the northern reaches of San Diego County, Republicans for generations were a dominant force. However, the last decade saw Democratic gains that mirrored many affluent counties across the country during the Trump administration.Democrat Brian Maienschein, who was first elected to the Assembly as a Republican in 2012 and switched his party affiliation in 2020, is running for another term in the competitive district. Two Republican candidates are competing in the race — attorney June Cutter and San Diego water board member Kristie Bruce-Lane.Chula Vista MayorIn Chula Vista, the second-largest city in San Diego County, six candidates are vying to succeed Mary Casillas Salas, who has served in office since December 2014.The candidates include Ammar Campa-Najjar, who ran unsuccessfully for Congress in 2018 and 2020, retired Army major Spencer Cash, Southwestern College chief of staff Zaneta Encarnacion, city council members Jill M. Galvez and John McCann, and businessman and former city council member Rudy Ramirez.

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

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RESULTS: Republican Darrell Issa and Democrat Ammar Campa Najjar battle for the open seat in California's 50th Congressional District

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

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