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Amazon Angers India’s Big Retailers With Unapproved Gift Coupon Scheme

October 9, 2017: 12:00 AM EST
Big retail chains in India are crying foul over what they feel was a sneaky tactic by Amazon to steal their customers using gift coupons distributed via ITC, Nestlé, and Coca-Cola products. The tactic – dubbed “below the belt” and “ambush marketing” – infuriated Big Bazaar, Hyper-City, Star Bazaar, Walmart-owned Best Price Modern Wholesale, and others. The brands involved in the Amazon campaign include ITC’s Yippee Noodles, Nestlé’s KitKat chocolate, and Coca-Cola’s Sprite and Fanta soft drinks. The stores have since removed products carrying the coupons. A D-Mart executive criticized the brands for not talking to his company first. Amazon downplayed the ruckus, calling the campaign a normal promotional activity.
Ratna Bhushan et al., "Big Retailers like ITC, Nestle & Coca-Cola Cry Foul over Amazon’s ‘Ambush’", The Economic Times, October 09, 2017, © Bennett, Coleman & Co. Ltd.
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