Authors : Arundhathi. E; Antony Michael Sahayaraj; Santhanalakshmi.V; Dr. D.P. Sivasakti Balan

Volume/Issue : Volume 10 - 2025, Issue 6 - June

Google Scholar : https://tinyurl.com/4yxs5j8k

DOI : https://doi.org/10.38124/ijisrt/25jun1599

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Abstract : The Indian beverage market has witnessed significant shifts with the reintroduction of legacy brand Campa Cola by Reliance Consumer Products in 2023. Once a household name in the 1980s, Campa Cola’s re-entry comes at a time when global soft drink giants dominate the Indian market. A product relaunch refers to the process of reintroducing a product into the market after it has been withdrawn, lost momentum, or failed to perform as expected. The goal is to renew consumer interest, improve market performance, and reposition the product. Market Research Identify why the product underperformed. Analyze customer feedback, competitors, and market trends. Product Improvements Update features, quality, packaging, or design. Address past complaints or unmet customer needs. Repositioning Target a new segment or redefine the value proposition. Modify pricing or branding strategy. Marketing Campaign Announce the relaunch through digital, social, and traditional media. Offer promotions, influencer partnerships, or limited-time offers. Distribution and Availability Ensure product availability across relevant channels. Improve logistics or retail partnerships if needed. Customer Engagement Collect feedback post-relaunch. Use loyalty programs or engagement tools to retain interest. This paper examines the revival of Campa Cola and analyses its competition with sprite , a leading lemon-lime flavored drink from Coca-Cola. A primary data collection through survey was done to analyse the people’s affinity towards these brands Affinity towards a brand refers to the emotional connection, trust, and preference that consumers develop for a particular brand over time. It goes beyond brand awareness—it reflects loyalty and a personal bond. Which proved the H1 and H3 -- People prefer Sprite due to its brand value and authentic lime flavour Customers being loyal to Sprite irrespective of the pricing The marketing strategies of Campa cola struggles to compete with that of Sprite making Campa less prevalent among youth. But with improved strategies of marketing Campa Cola can possess a good competition to Sprite sold by coca cola.

Keywords : Flavored Drinks, Carbonated Drinks, Sales, Marketing.

References :

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