Upcoming Cola Wars. Can there be "something unusual about it?"

The re-entry by Campa Cola, now owned by Reliance Consumer Products, is about to add further "fizz" in the already "Hot" cold drinks market, dominated by two arch-rivals - Coca Cola and Pepsi. Both being big MNCs with deep pockets, and ability to spend top dollars in marketing, to defend their respective market positions.

Campa Cola has already set the "cat among pigeons", by unleashing a price war, by pricing 250 ml at half the price that of Coke and Pepsi. Besides, Reliance Consumer Products is about to unleash ad campaign with the theme "Naye India ka apna thanda", to strike a chord with the masses.

Yes, no doubt Campa has the advantage of Reliance's distribution muscle, such as Reliance Retail's channel network of 19000 stores, retails brands like Reliance Fresh and Smart Bazaar, and e-commerce platform Jio Mart. Besides, Reliance's core-competence to disrupt any industry segment it enters cannot be ignored.

However, it is assumed that the taste and flavour of Campa Cola, in it's new avtaar, would be at least at par that of it's two big rivals if not better, and in no way be what it was four decades back.

But, it needs to be mindful of sugar and plastic prices, which can threaten the viability of this pricing strategy. Secondly, all the three - Coke, Pepsi, and Reliance, need to be aware of the fact that Colas are no longer cool. Coffee, water, and energy drinks are growing faster, and it is here that the real war would be played out.

Now, while one can expect both Coke and Pepsi to unleash tactical strategies, such as promotions through select channels etc, to keep the sales numbers at par, the real disruption can be engineered if either of them strike at the product itself.

Thus, how about :

a) Introducing "Lime n Lemony Cola" which gives a taste, as if a dash of lime has been added to a bottle/can of Cola?

b) "Masala Cola" which tempts taste buds by giving "unbeatable chatpata" taste?

c) "Ice-cream Cola" which adds a taste of ice cream to Cola?

d) "Energy cola" which enables the much needed glucose for those working out in gyms, or sports field etc? and

e) Collaborating with alcohol based beverage companies to introduce alco-beverages, such as cola-based
alcoholic beverages in cans etc?

Yes, the soft drinks market is set to evolve, with the consumers being "spoilt with surprises for choice". It is here that the real "fire power" of the Cola players will be tested, who just cannot rely on their standard varieties like the usual cola, orange, lime, and water based products to defend their respective turfs in the near future.

And finally, the new tagline for the ad -campaign by such disruptors could be -"something unusual about it". 😊