{"id":2273,"date":"2015-05-02T07:06:00","date_gmt":"2015-05-02T07:06:00","guid":{"rendered":"https:\/\/www.thirdeyesight.in\/?p=2273"},"modified":"2022-09-07T07:10:39","modified_gmt":"2022-09-07T07:10:39","slug":"coca-cola-sponsors-reliance-retail-sale-and-rival-pepsicos-products-in-it","status":"publish","type":"post","link":"https:\/\/myechoproject.com\/TES\/coca-cola-sponsors-reliance-retail-sale-and-rival-pepsicos-products-in-it\/","title":{"rendered":"Coca-Cola sponsors Reliance Retail sale, and rival PepsiCo\u2019s products in it!"},"content":{"rendered":"\n

Ratna Bhushan, The Economic Times
\n New Delhi, 2 May 2015<\/i><\/p>\n

In \n an unprecedented move, beverage maker Coca-Cola is sponsoring \n Reliance Retail’s ongoing five-day ‘Big Jackpot’ sale across its \n 600-plus food and grocery stores and has ended up promoting rival \n PepsiCo’s products.
\n The sale across categories includes foods, beverages, shampoos, \n detergents and fruits and vegetables. The ad-sharing, co-promotion \n deal, being run nationally across Reliance Retail stores, is a \n rare example of a large brand sponsoring a sale at a retailer, \n including a rival’s products.
\n "When a brand sponsors a big sale, which would run across \n as many as five days on a long weekend, in normal circumstances \n it would be rival-exclusive. That’s the purist approach," \n said Harish Bijoor, founder of consultancy Harish Bijoor Consults \n Inc. <\/p>\n

"When a brand and retailer are expecting to create big buzz, \n the brand would normally be very careful not to include competition \n in the same basket." <\/p>\n

Emails to Reliance Retail seeking details of the association \n with Coca-Cola elicited no response till the time of going to \n press. Coca-Cola and Reliance Retail will be tying up for future \n co-promotions as well, according to two people with knowledge \n of the matter. <\/p>\n

"The deal factors in a larger contractual arrangement between \n the two companies and would involve the brand supplying the retailer \n at big discounts in return for high-decibel branding in ads and \n upfront placement of products and visibility across all its stores," \n one of the people said. <\/p>\n

The April-June quarter is peak season for beverage makers, contributing \n 40 per cent to annual soft-drink sales, and the companies spend \n aggressively on marketing and trade promotions. Although they \n are trying to achieve uniform sales levels across seasons, both \n Coca-Cola and PepsiCo depend heavily on this quarter to drive \n volumes. <\/p>\n

"While we are unable to comment on the specifics of our \n partnership terms with Reliance Retail, we do value our long-standing \n association with Reliance Retail and are always mutually exploring \n opportunities that are to the advantage of the consumers," \n a Coca-Cola spokesperson said. "We hope that consumers will \n exercise choice and opt for the best deals and discounts at the \n Big Jackpot sale." The spokesperson did not comment when \n asked why Coke is sponsoring the sale that clearly shows rival \n PepsiCo’s products in the basket of items. <\/p>\n

"Generally, such tie-ups would be drive footfalls for \n the retailer and in-store visibility for the brand. It’s a market-share \n game and shelfspace game," said Devangshu Dutta, chief executive \n at retail and consumer products consultancy, Third Eyesight. Unlike \n restaurants and hotels, which associate with either of the beverage \n partners exclusively, there is no such product or brand restriction \n in modern trade stores.<\/b><\/p>\n

Almost all big retailers including Big Bazaar and Spencer are \n running discount sales to cash in on the current extended weekend, \n though these are not sponsored. Retailers have been banking on \n ‘big days’ such as long weekends and Republic Day to increase \n sales as online rivals Flipkart, Snapdeal and Amazon widen their \n heavily discounted offerings across categories including apparel \n and home accessories. <\/p>\n

Reliance Retail operates 616 value food and grocery stores across \n formats such as Reliance Fresh, Reliance Super and Reliance Mart. \n Revenue at India’s largest retailer increased 21 per cent to Rs \n 17,640 crore in the year ended March 31.<\/p>\n

Big Bazaar, which pioneered the ‘big days’ concept, has previously \n partnered with Axis Bankand others for co-promotions, mostly linked \n to cash-back offers or additional discounts on payments through \n specific credit or debit cards.
\n <\/p>\n

(Published in The \n Economic Times<\/a>.)<\/i> <\/p>\n \n","protected":false},"excerpt":{"rendered":"

Ratna Bhushan, The Economic Times New Delhi, 2 May 2015 In an unprecedented move, beverage maker Coca-Cola is sponsoring Reliance Retail’s ongoing five-day ‘Big Jackpot’ sale across its 600-plus food and grocery stores and has ended up promoting rival PepsiCo’s products. The sale across categories includes foods, beverages, shampoos, detergents and fruits and vegetables. The […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[3],"tags":[],"class_list":["post-2273","post","type-post","status-publish","format-standard","hentry","category-press-quotes"],"yoast_head":"\nCoca-Cola sponsors Reliance Retail sale, and rival PepsiCo\u2019s products in it! - Third Eyesight<\/title>\n<meta name=\"robots\" content=\"index,follow\" \/>\n<link rel=\"canonical\" href=\"https:\/\/myechoproject.com\/TES\/coca-cola-sponsors-reliance-retail-sale-and-rival-pepsicos-products-in-it\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Coca-Cola sponsors Reliance Retail sale, and rival PepsiCo\u2019s products in it! - Third Eyesight\" \/>\n<meta property=\"og:description\" content=\"Ratna Bhushan, The Economic Times New Delhi, 2 May 2015 In an unprecedented move, beverage maker Coca-Cola is sponsoring Reliance Retail’s ongoing five-day ‘Big Jackpot’ sale across its 600-plus food and grocery stores and has ended up promoting rival PepsiCo’s products. 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