ANALYZING THE IMPACT OF CAMPA COLA RELAUNCH ON CONSUMER PREFERENCES AND BRAND LOYALTY TOWARDS COCA-COLA IN DELHI-NCR

Abstract

This report examines the impact of Campa Cola’s 2023 relaunch on consumer preferences and brand loyalty toward Coca-Cola in Delhi- NCR, a region known for its brand-conscious and diverse consumer base. The research, based on a mixed-method approach with quantitative surveys and qualitative interviews, reveals that Campa Cola’s return- driven by Reliance Retail’s distribution strength, competitive pricing, and nostalgic branding-has meaningfully influenced the local soft drink market. Statistical analysis shows taste as the most decisive factor in driving both repurchase intent and brand switching, with packaging and relaunch visibility also playing significant but secondary roles. Regression models indicate that 76% of the variation in purchase intent can be explained by taste, packaging, and awareness of the relaunch, confirming the effectiveness of Campa Cola’s strategy. While Coca-Cola retains deep-rooted loyalty, especially due to its established taste and broad availability, Campa Cola’s affordable pricing and emotional appeal have attracted younger and value-conscious consumers, with 53% of surveyed respondents trying the product post-relaunch. Key recommendations include maintaining taste consistency, enhancing packaging, expanding digital marketing, and leveraging nostalgia and national identity to build loyalty. The study concludes that Campa Cola’s relaunch is more than a nostalgic revival; it is a strategic case of brand repositioning in a competitive FMCG landscape, demonstrating that Indian consumers are open to switching brands when taste and value align. This provides a blueprint for legacy brands aiming to challenge market leaders through innovation, emotional resonance, and targeted marketing.