It goes without saying that a few months back you could not
fathom the idea of some soft
drinks from the Coca-cola label in
plastic bottles namely krest and stoney ,am yet to see my ginger ale .One
wonders why this dramatic shift ?The
answer is simple Coca-cola is feeling the heat from the other soft drink manufacturer
Pepsi .Pepsi recently got back into the Kenyan market after a long
hiatus and until they recently set up shop all their soft drinks were either in plastic bottles or
cans.Enter a supermarket or an estate shop nowadays and you will find a Pepsi co fridge right next to the Coke fridge.
You also can't ignore the fact that Coca-cola opened a larger
bottling plant at Embakasi while Pepsi was advertising positions for middle level managers.Pepsi in an effort to announce its
presence went ahead and sponsored one of the legs of the local sevens rugby circuit, the Pepsi Kabeberi Sevens.Pepsi's distribution channel has also
helped it to claw back into the Kenyan market .Coca cola finally has a worthy
opponent.Local based Kuguru foods launched Softa into the market and tried to eat into the market share but they were out muscled.This time round however it's a battle of
giants .The winner will eventually be determined by the marketing strategy they
employ.Customer loyalty brought about by
brand recognition is going to be key in this battle.
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