THE GREAT STRATEGY
Disclaimer: This is based solely on my observation as a consumer and my personal research. We will not take any responsibility for any words reconstructed here.
Okay!!! Let’s start.
Coca-Cola, which is one of America’s fortune 500 companies is unarguably one of the most successful beverage drink company in the world; if not the most successful.
They have almost perfected or probably perfected one of their goals which is coca cola product being on every lips in the world.
Narrowing it down to Nigeria and Africa generally, it’s safe to say Coca cola brand has conquered Africa as they are the most consumed in Africa especially in Nigeria where the 7up company were always in fierce competition.
However, there is this Mentality in Nigeria that Coca-cola brand are for the rich while the 7up products for the “small boys” (Only God knows how that was implanted in our minds as kids).
The dominance of Coca Cola company continued unabated until 2016 when rite foods introduced bigi beverages which came in Cola, orange flavours and bottled water.
I won’t go into the details of their company as focus is on beverage. “In their words, they realised sausages must be consumed with drinks; thus, their decision to start making drinks”.
STRATEGY (THE GENESIS)
Conclusion was, from my perspective, that they were trying to hard to please. This is because the beverages was too sweet and too harsh. So many went back to Coca cola products as size alone seems not to be enough.
OPPORTUNITIES AND OPPORTUNIST
BIGI SUPERIOR REIGN
Even the after taste that repulsed me had been eradicated. Now, the problem was: there was absolutely no more reason why I should buy an over priced #150 Coca Cola or their under sized Mini bottled products especially in the state of the economy.
To the present situation, Coca Cola has reduced the price of their Mini bottles to #80 and brought down the price of their Pina-apple flavour to #100.
More over, I see the bigi beverages being consumed everywhere and I of the opinion that the Coca cola company better come up with a very good product or innovation or else, they will lose more clients.
Although, They still majorly controls the Nigerian events and ceremony arena as Coca cola beverages are mostly served in events but I believe that might soon change if they don’t innovate.
Yes! The Coca cola beverage company has made little changes however, Will that be enough to get back the customers they have lost? I will leave that to be answered by YOU as we all are consumers!!!!