In a bid to stay ahead of the competition in the carbonated soft drinks (CSD) market and also drive more sales for its products, Coca-Cola Nigeria Limited upped its ante recently, with the release of a 60cl pet bottle which hit the market quietly.
The Coca-Cola drink, which now comes with a white bottle cap, is a direct challenge to both the new entrant, BIG Cola from the Peruvian multinational beverage company, AJEAST Nigeria Limited, a subsidiary of AJE Group, and Pepsi, a product of Seven-Up bottling company.
BIG cola drink came into the Nigerian soft drink market in October 2015, offering consumers more quality and quantity for lesser amount, by selling 65cl at N100, against competitors’ 50cl for N100.
Two months later, Pepsi, one of the dominant brands responded to the competition with the launch of its new 60cl ‘Long throat’ bottle, retailed at the same price. Now, the leading brand, Coca-Cola is out with its 60cl pet bottle.
BusinessDay findings reveal that most consumers of Coca-Cola, who left the giant brand for competing brands, are fast retracing their footsteps. A survey at Gooddeal stores, Ajao Estate, shows this increase in demand. At this store, despite the fact that BIG Cola volume exceeds the other cola drinks by 5cl, most consumers still crave for Coca-Cola.
“A lot of our customers who used to buy more of Coca-Cola and Pepsi, shifted to BIG Cola because of its quantity. When Pepsi’s ‘long throat’ came into the market, the patronage increased. But with this new Coca-Cola, I have more customers asking for the drink than before”, a retail attendant at Gooddeal stores told BusinessDay.
Another retail shop in Ojuelegba, Lagos, reveals that consumers’ demands for the three brands are at par.
“Buyers ask for these three products. They all have what is peculiar about the drinks. Those that buy BIG Cola say it is much and has no caffeine. Some prefer Coca-Cola because of the quality and Pepsi because it contains little sugar.”
The demand swing in Coca-Cola did not change at St. Paul Shop, Apapa, as BusinessDay learnt from the attendant that: “People request for Coca-Cola more than Pepsi and BIG Cola. To them, Coca-Cola is the king in the business; much pleasing is their ‘share a coke’ formula and other new ideas, with which they draw more consumers to their product.
As the competition in the cola world gets tougher, it remains yet to be seen what innovation moves, the brands will invent to entice their consumers and attract even more patronage.
CHINWE AGBEZE
