CAMPA -COLA

Cold drink fun with desipan

Introduction Campa Cola was a drink created by the Pure

Drinks Group in the 1970s.

The Pure Drinks Group pioneered the India soft drink industry when it introduced Coca-Cola into India in 1949, and were the sole manufacturers and distributors of Coca-Cola till the 1970's.

When Coke was asked to leave. The Pure Drinks Group and Campa Beverages Pvt. Ltd. virtually monopolized the entire Indian soft drink industry for about 20 years, and then started Campa Cola during the absence of foreign competition.

History of Pure Drinks Group The group was founded by Padam Shiri Sardar

Mohan Singh. Upon his death, it was passed on to his two sons; Sardar Daljit Singh and Sardar Charanjit Singh. When Sardar Charanjit Singh died, he left no heirs, and so the company was handed down to the sons of Sardar Daljit Singh.

The Pure Drinks Group is amongst the oldest and premier industrial houses in India. It has diversified its business interests from soft drinks, and is involved in construction, hotels, consultancy services, telecommunication, and is amongst the largest real estate owners in India.

The downfall

The soft drink brand, which was discontinued in December 2000, has got a fresh lease of life with its owners — Pure Drinks New Delhi — leasing it out to franchisee bottlers.

The downfall

In its new avatar, Campa-Cola has been soft launched in select outlets across the northern part of India. It is currently available in two flavours — Cola and Orange. ‘‘We have leased out the brand to our franchisee bottlers who have now launched it selectively in one litre PET packs. Pure Drinks is not involved with the bottling any longer...we are now planning to sell off our existing plants in Delhi by this month-end,” says Satwant Singh, director.

The downfall

The bottlers’ long-term view on the once popular brand could not be ascertained. Is this just a measure aimed at catering to local markets (remember, the Campa brands were very popular in the Northern hinterland, and in Delhi in particular)? Or will the brand make a comeback with more flavours and a nationwide presence? Market sources said an aggressive pricing strategy by the bottlers could wean away some market share from the cola majors. Not very long ago, Pure Drinks introduced 200ml cola priced at Rs 4 and one litre PET bottle at Rs 15 — and it clicked.

The downfall

On the other hand, the bottlers do not have a strong distribution and infrastructure (coolers, trucks) muscle, which will make any serious expansion strategy a function of intent — and big money. Meanwhile, Pure Drinks, caught in a family fued, has decided to wash its hands off the bottling units. “We will invite bids for the bottling units by this month-end and immediately move ahead with the sale,” Singh said. Pure Drinks had recently appointed consultants to value the Campa brand and assess the future course.

The downfall

At the beginning of the domestic cola reign, a government-run company introduced a soda called "Double Seven." It was named for 1977, the year India gave Coca-Cola the choice of handing control to its Indian subsidiary, or leaving. That would have meant revealing Coke's secret recipe. Coke left.

Stripped of its product, Coca-Cola's main bottler in India, Pure Drinks, scrambled to produce a soda of its own. Campa Cola, its name printed in the Coca-Cola font, was born

The downfall

Campa and Thums Up prospered until the early 1990s, when India loosened restrictions on foreign companies, prompting an unprecedented boom. Coca-Cola and Pepsi swooped in and conquered the cola industry - and not everyone mourned. In a 2000 essay, Salman Rushdie dismissed the Indian sodas as "disgusting local imitations."

The downfall

Campa shuttered the Delhi bottling plant in 2000 and 2001, and closed the offices soon after, said Satwant Singh, a director of the Pure Drinks group, which owns Campa and its building, along with real estate across India. The building languished for years as company lawyers negotiated final payments with former workers, Singh said.

The downfall By the above Information we get to know that how

Campa Cola (The soft drink brand of India) was shattered.

The main reasons were:

Distribution channels Infrastructure and facilities Packaging Taste Quality Market positioning and strategies Marketing Librelization – 1991 Pepsi and Coa Cola entered in Indian Soft Drink Market

with outstanding marketing strategies.

The downfall Unsuccessful Advertisements

The downfall

Repositioning Creative marketing strategies and

with good financial aspects. Quality of the product Packaging Outlets (which sells only Campa

cola) Price Strategy

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