THE EVER GREEN AND FOREVER MARKETING PRINCIPLE "VALUE FOR MONEY" : BEING LEVERAGED BY THE "CAMPA" BRAND RANGE OF PRODUCTS IN INDIA

THE EVER GREEN AND FOREVER MARKETING PRINCIPLE "VALUE FOR MONEY" : BEING LEVERAGED BY THE "CAMPA" BRAND RANGE OF PRODUCTS IN INDIA


Dear Readers,

I have been very keenly observing all the advertisement promotions of "Campa Sure" Packaged Drinking Water during the ongoing Tata IPL Cricket Matches of India, being broadcasted for public viewing through TV Media, endorsed by none other than the Legendary Film Personality of India Shri Amitabh Bachchan.
  
"Campa Sure"  the packaged drinking water, a line extension of the "Campa Brand" now owned by Reliance Industries Group of India ( a product of Reliance Consumer Products Limited ) under the Leadership of Shri Mukesh Ambani, is a Product now available in India that is highly leveraging on the Age Old, Ever Green and Forever Marketing Principle "VALUE FOR MONEY". The Product is being made available at a MRP(Maximum Retail Price) of Rs. 15/- for 1-Litre PET Bottle as promoted by this price in the TV Advertisements now, it is a very interesting product. The Packaged Drinking Water is a very strictly regulated product for its quality to be marketed to public in India. Hence it is understood that the Quality Compliance is a parameter applicable to all Packaged Drinking Water sold in the market in India. 

There is only one other product of Packaged Drinking Water, that is a Product of the IRCTC(Indian Railways Catering and Tourism Corporation), Ministry of Railways, Government of India, with the Brand Name as "Rail Neer" with comparable price, MRP now Rs. 14/- (effective from Sept 22, 2025 with GST Reduction passed on by IRCTC, while its MRP was Rs 15/- earlier to Sept 22, 2025 for 1-Litre PET Bottle) however the sales and availability of Rail Neer is purposefully limited by IRCTC to the Railway Stations, IRCTC's Own Channels and the Trains in Order to provide safe drinking water to the Indian Railways Travelers. Therefore, it would be prudent and pragmatic not to compare the "Rail Neer" of IRCTC which has sales and distribution limited to Indian Railways Network while "Campa Sure" of Reliance Consumer Products Limited is meant for Open Market Placement on All India basis competitively positioned in the competitive market scenario of Packaged Drinking Water. 

I remember and I am aware, the Largely Popular and Cooperative Brand "Amul" of India has leveraged and imbibed its most fortified strength "Value for Money" Principle of Marketing, that has ensured the success of "Amul" to become a Mega Brand with Global Popularity also now for about 7-Decades so far, which can not be denied and/or disputed.

The "Campa Brand" was acquired by Reliance Industries Limited in 2022 from its previous owners Pure Drinks Group and Campa Beverages Pvt Ltd. The Campa Brand has its own historical roots. The Pure Drinks Group  brought in "Coca Cola" Brand to India in 1949 after the independence, as their sole Bottling Agents and Distributors for India and continued marketing Coca Cola in India until 1970s when Coca Cola had gone leaving India due to India's Government Policies at that time to encourage local manufacturing of Soft Drink Industry. From 1970s to 1980s, the Pure Drink Group and Campa Beverages Pvt. Ltd., launched and marketed  their own Indian Brand "Campa" with line extensions as "Campa Cola" and  "Campa Orange" to let the Indian Consumers have the Indian Taste of Cola and Orange in absence of "Coca Cola" and "Coca Orange" that existed until 1970s. During the 1970s and 1980s the "Campa" of the Pure Drinks Group and Campa Beverages Pvt. Ltd was the Soft Drink Brand de facto as the market leader and ruler brand in India for about 15years during this period from 1970s to 1980s. 

Again by the Market Liberalization of Government of India in 1991 ( while Shri PV Narasimha Rao was the Hon'ble PM and Dr. Manmohan Singh was the Hon'ble Finance Minister) the Foreign Brands such as Coke (Coca Cola) and Pepsico (Pepsi) got re-entry into Indian Soft Drinks Market and the then ruling "Campa" Brand of Pure Drinks Group and Campa Beverages Pvt. Ltd. lost its market and got marginalized to almost non-existent until 2022 when The Reliance Industries Limited acquired the "Campa Brand" and have made efforts to revive this Brand since 2023 as a Product Range with line extensions of this Brand as Products of Reliance Consumer Products Limited (RCPL). 

The Reliance Industries Group, as a Product Range and Line Extensions of "Campa Brand" through its arm Reliance Consumer Products Limited has launched the Soft Drinks such as "Campa Cola", "Campa Orange", "Campa Lemon", "Campa Jeera" and has also launched the "Campa" range of Energy Drinks and Specialized Products such as:  "Campa Power Up", "Campa Energy-Gold Boost", "Campa Cricket/Electrolytes" and "Campa Grapy Soda".  The "Campa Sure" is also a line extension of the Campa Brand into the Indian Packaged Drinking Water industry. 

The Entire Product Range of Campa Brand is clearly leveraging the "Low Price -Value for Money" principle of marketing while the other facets and features of the product range are comparable very much to the competitors products. The Distribution Strengths of Reliance Industries Group through the extensive physical Reliance Retail Network, Jio-Mart Online and Digital/Ecommerce Retailing and their Partners in Physical Retail Chain as well as Online Retailing is giving them added advantage and edge. 

Further,  a very Superior Strength the Reliance Industries Group has is their Backward Integration to manufacture and produce PET Bottle's Raw Material that is the PET (Polyethylene Terephthalate )_in-house, at their Own Petroleum Refinery and Petrochemical Complex. For the kind of Products of Campa Range and their comparable Competitors' products the PET Bottle Making Raw Material is a "Key Cost Factor" that Reliance Consumer Products Ltd will be able to keep under adequate control due to their own backward integration of its manufacturing in their own group, while the competitors will not have this advantage. 

Just to give the Example of "Campa Sure" Packaged Drinking Water being offered by Reliance Group at a Price of Rs. 15/- for 1-Litre PET Bottle that is the highest selling pack variant, while all the Brands of competition in India who are some 100s in number including the Nationally Selling Brands like "Kinley"(of Coke), "Aquafina"(of Pepsi)' and "Bisleri" and all other Locally or Regionally Selling Brands of Packaged Drinking Water are Selling @ Rs, 20/- for 1-Little PET Bottle.  
(I have mentioned and excluded the "Rail Neer" Brand of IRCTC of Indian Railways above from this competitive open market as "Rail Neer" is meant for travelers of Indian Railways and IRCTC Channels, limited to it only).

As "Amul" has done over last 7-decades or more, leveraging on the Ever Green and Forever Marketing Principle of "Value for Money" for its success strength, the Reliance Group under the Leadership of Shri Mukesh Ambani, through its arm Reliance Consumer Products Limited(RCPL) is leveraging the Principle of "Value for Money" Principle of Marketing very pragmatically by its "Campa Range" of Products which will taste success very soon in the Indian Market giving a run to the competitors in its Categories for their money. 

In fact, it is the Reliance Industries Group when they Launched their "Jio"  Range of Products in the Telecom Industry of India, they showed and gave the "Value for Money" to the Indian Consumer of Telecom, that had happened never before in the Telecom Industry of India and they achieved the instantaneous success by their Value for Money Strategic stance. 

Wish All Success unbiasedly, to the "Campa Range Products" of the Reliance Industries Group and Reliance Consumer Products Limited for making due efforts to give "Value for Money" to the Indian Consumers. 

I am sure, all those who are in Practice or Academics in the Management Science including the Students of Management Area, will understand my views expressed above rightly. 

With best regards,
Dr.Nimain Charan Biswal,
Mumbai, India 


About the Author : Dr. Nimain Charan Biswal is a B.Sc.(Agri. Science and Technology), M.B.A. and Ph.D.(Management Area ) by qualifications; and he has 40 years of work experience in Social, both industrial and Development sectors in diversified fields of Social Importance. He has been educated at Orissa University of Agriculture and Technology (OUAT)-Bhubaneswar, Institute of Rural Management Anand (IRMA) and Gujarat University (with Resource Support of IIM-Ahmedabad). He is further educated at IIM-Calcutta, XLRI-Jamshedpur, Apple Computer Industries and Spar Inc., USA. He has worked for reputed National and International Organizations in Senior/Top Management Capacities at Board level as well as Managing Director and CEO. He is a management expert covering extensive areas from management in Social Sectors, industrial sectors, management in Agriculture, Dairy and Foods, Agri-Food and Management of Cooperatives, Development Management to management of Public Systems. He is a prominent professional of India and known Internationally as well. He is also a Business and Political Strategist. He lives at Mumbai in India. 




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