The company also unveiled the ‘Solo or Bigger Boy’ campaign, offering its customers a choice between the 60cl bottle at N150 and the 35cl bottle at N100. Unsurprisingly, Coca Cola responded in February 2016, slightly later, with the release of its own 60cl pet bottle. The campaign which was driven by the brand’s ambassadors (Wizkid, Tiwa Savage & Seyi Shay) generated a significant buzz on social media, trending for weeks with customers posting, tweeting and retweeting. This new product was 20% more than the previous Pepsi bottle and priced at just N100, consumers more value for their money. Pepsi was first to respond by launching its brilliant “ Things I Long Throat For” campaign, introducing the 60cl Pepsi “long throat” bottle. When the recession hit in 2016, both brands hiked the prices of their 50cl bottles to N150 to cover losses in foreign exchange variations, but both faced instant backlash. They feel that they are getting more value for their money” said a distributor for Coke, Pepsi and Bigi.īut as price reduction is never a useful strategy for long term differentiation or business growth, the great cola giants responded, triggering a new dimension in the cola wars in Nigeria Our customers rather buy 60cl Bigi for N100. Our customers do not like to buy one bottle of 50cl Coke for N150 when 50cl Pepsi is N100. “ We like coke o, but it is too expensive. With over N30 billion worth of investment already down, Bigi has doubled production capacity to capture a large share of the Carbonated Soft Drinks segments. Big Cola and then Bigi quickly began to attract a new base of recession impoverished Nigerians that still needed a “refreshing cola experience”.įor a number of retailers in Lagos, Bigi in particular quickly gained ground on its colacompetitors, stealing a march on its global rivals with an aggressive pricing regime. Just before Nigeria’s economic meltdown between 20, two new ambitious players entered the cola market, with a simplified offering and clear focus on delivering more value for lower prices.
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