Formed in 1912 at Chicago, Illinois, D'Facto Corp is an American multinational beverage corporation of non-alcoholic beverage concentrates and syrups. The company currently offers more than 500 brands in over 200 countries or territories and serves over 2.5 million bottles every day, earning annual revenue of $1.5 billion globally.
In India, D'Facto Corp has been operating since 1972 and has over $400 million revenue annually. The company is the market leader in aerated drinks which are sold throughout India. Apart from aerated drinks, D'Facto Corp also manufactures a sports drink named ‘Energ-I’ which is being sold at selected stores in India.
D'Facto Corp feels Energ-I has a lot of potential to increase its revenue, therefore it strives for innovative and impactful marketing ideas combined with rewarding discount strategies. The company feels that their discounting strategy for Energ-I is off the mark and hence they are losing revenue. Traditionally the discounts were decided by the stores at a regional level but now the firm wants to implement a pan-India discounting strategy which will be followed by all the retail outlets.The CMO of the company, Mr. Bala Singhania, has hired PwC-Diamond to develop the discount strategy at the national level.