Verdict On Bigi Soft Drinks:

On the 22^nd 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.