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Campa Cola: Can It Create Fizzy Memories Again?

Satyendra C Pandey, Pinaki Pattnaik, Bikramjit Rishi

Product #:W34563
Supplier:Ivey
Discipline:General Management, Marketing
Setting:India, 2022
Details:Case (PDF) • 9 pages • 2024-02-14

Subjects:

Brand positioningMarket segmentationBrand managementSales and marketingMarketingManagement

Industries:

Goods, trade, and consumer services

Geography:

AsiaIndia
Your Price:$9.71

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In March 2023, Reliance Consumer Products Limited announced the relaunch of Campa Cola, an iconic soft drink brand in India that was discontinued almost two decades earlier. The company acquired Campa Cola for US$2.7 million in 2022 to capitalize on the brand nostalgia and the appeal of a domestic brand offering high-quality aerated beverages at affordable prices, believing that Campa Cola had a deep connection with Indian consumers due to its unique taste and flavour. However, to be successful in the competitive market dominated by two global giants in the soft drink industry—The Coca-Cola Company and PepsiCo Inc.—Reliance Consumer Products Limited had to craft a meticulous strategy that should address three significant challenges: create a customer value proposition, set the right pricing strategy, and trigger brand nostalgia to appeal to all market segments across generations. However, the company would have to take a leap of faith and assume a great risk. Could Campa Cola emerge as a viable competitor in India’s soft drink industry?

Learning Objectives

The case is suitable for courses at the graduate and executive levels. The instructor can use the case to teach students about brand positioning, brand nostalgia, customer value proposition, and their application in a competitive environment. The case is suitable for discussing product relaunch for a successful brand from the past. The instructor can use the case either as a final project or throughout a semester to explain the topic of brand positioning. After working through the case and assignment questions, students will be able to do the following:

  • Explain the challenges and opportunities of reintroducing a long-forgotten brand in a highly competitive market.
  • Explore the role of differentiation in gaining market share and rebuilding a forgotten brand.
  • Analyze the impact of local heritage and nostalgia on consumption and brand perception.
  • Identify key factors that contribute to the success or failure of a new product launch in a highly competitive market.
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Case Study: Campa Cola: Can It Create Fizzy Memories Again? (English version) | Ivey Publishing