On the 22nd of
November 2018, Nigeria Brand Police carried out a poll to basically find out
the impact Bigi brand of soft drinks had on Nigerian consumers. The Poll sort to
find out if Bigi beverages had succeeded in capturing (or overtaking) the traditional
giants Coca-cola, Pepsi, Fanta, Sprite, 7Up in market share.
Bigi Soft drinks |
The Bigi soft drink brand
is a product of Rite Foods Limited with head office located at Ikeja-Lagos and
Factory office at Ijebu-Ode, Ogun state. Bigi Soft drinks come in Apple,
Orange, Tropical, Lemon and Cola flavors.
The global carbonated soft
drinks market size is worth about $400 billion. The
Coca-Cola brand alone holds a market value of over 66 billion dollars in
the United States alone, Pepsi is even worth more. This is a pointer to the
fact that the soft drinks market is an extremely viable enterprise.
RESULTS
Question:
Has Bigi brand of Soft drinks replaced traditional Coca-cola, Fanta and Sprite
in your refrigerator?
Nine Hundred and fifty
nine (959) Respondents voted.
- 12%
affirmed that Bigi Soft drinks have replaced the traditional big brands in
their household.
- 70%
remain loyal to the traditional Coca-cola, Fanta and Sprite
- 12%
were neutral and have no preference.
- 6%
believe Bigi brand need to do more advertising in order to convince them.
Nigeria Brand Police
report: The global carbonated soft drinks market is huge, and Nigeria also has
a very attractive domestic market. Bigi has great potentials; its affordable
retail price of N100 (or less at Shoprite outlets) per 50cl bottle is a most
attractive feature.
Our respondents observed
that they seem to only have access to Bigi soft drinks within Lagos and
South-West Nigeria axis. This suggests that Rite Foods needs to establish more
distribution outlets in South-East, South-South and the North.
The Bigi soft drinks brand
must intensify its traditional and digital marketing engagements. It should
consider putting a decent budget aside for celebrity endorsements, road shows
and university campus events. It would also be nice to see Bigi campaigns
targeted at young teenagers – they tend to drink soft drinks more.
No comments:
Post a Comment
CITIZENS OPINION HERE: