A Jio moment in cola war?

Reliance
ups the ante with iconic brand Campa
Brand to be launched across the country, beginning
with Andhra Pradesh and Telangana

K ANURU H ARS H A VARDHAN

SE CT IO N-B
S O U R C E - B U S I N E S S S TA N D A R D
PUBLISHED ON-MARCH 10, 2023 23:54 IST

P U B L I S H E D B Y- S U R A J E E T D A S G U P TA
 WHY IS THIS NEWS RELEVANT
•To know about campa
•To know about RRVL
•To know about soft drinks industry
•To know about the pricing of drinks
•To know why it is launching in AP&TS

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 CAMPA

•Why Campa was an iconic brand?

•Reason for its downfall

SOURCE: WIKIPEDIA 2
 RELIANCE RETAIL
•Ranked as the fastest-growing retailer

•Reported a turnover of ₹1,99,704Cr by 2022

•Reliance retail had 16,500 outlets

•RRVL had a long-term strategy toward FMCG

SOURCE: relianceretail.com 3
 SOFT DRINK INDUSTRY ANALYSIS
•Expected market revenue of 2023 US$2.11bn

•Expected market growth 4.50% (CAGR 2022-2027)

•Expected volume is amount to 4.58bn L by 2027

•Expected per capita consumption is 7.8L by 2027

SOURCE: STATASTICA 4
 REVENUE ANALYSIS

SOURCE: STATASTICA
 WHY RE-LAUNCH
•There is a huge market to grow

•To capture the existing and new customers

•To expand their FMCG business

•To promote homegrown Indian brands

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 COMPETITORS
MNC`S
•Coca cola
•Pepsi

REGIONAL BRANDS
•Bovonto
•Jayanti cola

SOURCE: STATASTICA 6
 WHY ANDHRA & TELANGANA
•Because of Expect more revenue

•Because of Sosyo Hajoori in north India

•Because of the launching time

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 BENEFITS
•Their nostalgia strategy may work
•Their pricing strategy
•Their product positioning time
•Their distribution networks
•Their marketing strategy

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 CONS
• Even financial strength may not work

•Pepsi & coca cola improving their infra

•Consumers moving from sugary drinks to healthy beverages

9
CONCLUSION

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