Key Points
The consumers who used to know Campa Cola may not be a very relevant customer base now because of the positioning of this kind of product..
Coming to the overall distress in the rural and overall challenges in the macroeconomic, the job losses, the salary cuts, there is down trading within the same brand..
Campa Cola seems to be priced a bit cheaper compared to other beverages in terms of Pepsi, Coca-Cola or other colas as well..
The bigger challenge for any late entrant will be ramping up the distribution which is not easy given Pepsi and Coke are extremely well entrenched companies, Varun Beverages has great execution and secondly there is the branding...
In FMCG, lower unit packs and this kind of pricing is quite normal because you get more customers and more sampling happens..
You might be interested in
Reliance Retail to transfer most of its FMCG brands to RCPL to scale up the business
15, Sep, 24Reliance Retail is set to transfer its FMCG brands, including Campa and various private labels, to Reliance Consumer Products Ltd (RCPL) for rapid business expansion. RCPL plans exclusive bottling plants for Campa and is preparing for a capital infusion of up to Rs 3,900 crore through equity and debt. This strategic move aims at enhancing brand availability.
Soft drinks to soaps: Reliance unveils big price war plan
26, Mar, 23Earlier this month, Reliance relaunched the iconic soft drinks brand Campa, entering into the turf of US cola majors PepsiCo and Coca-Cola. It had priced competitively at Rs 10 for a 200-ml bottle and Rs 20 for a 500-ml bottle. Experts say Reliance does its homework very well and is quite successful at it. It has been strongly focused on areas of private consumption.