By Moses Nosike

The Beauty and survival of any product depends on the ability of the producer to launch out the right product at the right place, at the right time for a right price even though the economic environment might not be favourable.

This is the case of Classic Beverages Nigeria Limited, when in 2001 it boldly launched into the Nigerian market a carbonated soft drink, La Casera, a brand of product that targets customers’ satisfaction far and beyond in its unique nature.

Nigerians have been advised to critically study the economic environment and borrow a leaf from foreign companies that are succeeding in the country despite infrastructural challenges. They should look into those line production that arrests the interest of Nigeria’s growing population and launch into it. Today, La Casera is case study likewise others.

In 2001 when it first hit the Nigerian soft drink market, the issue of a challenging environment that forced many manufacturers and competitors underground was there, but La Casera withstood all odds, hiting the market with new innovations with quality service delivery that has arrested the interest of Nigerians to remain with the product. Who knows if that is the secret of its achievement over the decade.

At the 10th Anniversary celebration of its brand- La Casera, Classic Beverages Nigeria Limited, the first company to produce soft drink in pet bottle in Nigeria promises to be more customer friendly notwithstanding the challenges in the operating environment.

Recounting on its mission of ten years of achievement, sources from the management attested that, La Casera has won its way into the hearts and mindof its consumers building a strong brand equity through various consumer engagements and trade support programmes.

Its flagship brand La Casera Apple flavour has taken a position as one of the leading brands amongst consumer soft drink choices, experiencing strong demand and visibility nationwide. It is available in apple, cream soda, classic cocktail and Spanish pear flavours.

Prahlad

In its special way of introducing innovation for customer satisfaction, the anniversary was apt with a new launch of La Casera ‘Ice Feel’ Bottle, the first of its kind in Nigeria.

Chief Operating Officer, Mr. Prahlad, noted that the launch of the new ‘Ice Feel’ bottle for La Casera is very symbolic as it coincides with the 10th Anniversary of the brand. He added that series of thrilling activities have been lined up for the year-long celebration of the Anniversary.

Commenting on the success of the brand in the last ten years in Nigeria, he stated that the brand has found its way into the hearts and minds of consumers and has grown to become an iconic brand within the last ten years.

The General Manager, Marketing, CBTI Mr. Dave van Rensburg, explained that the new ‘Ice Feel’ bottle for La Casera was developed after intensive research and consumers feedback which revealed that the old bottle was losing its appeal among consumers and a need for change in packaging for the brand.

He described the new ‘Ice Feel’ bottle as a revolutionary innovation which will further reinstate La Casera’s leadership position and increase brand equity in the carbonated soft drink market in Nigeria.

The achievement of the brand so far is not an indication that the company has arrived in its production process but is striving to remain focused in its ability to offer quality customer service to its targetted audience.

Trade relationship

According to the management sources, Classic Beverages Nigeria Limited has built an effective business relationship with its trade partners, assisting them to make profits whilst also rewarding their efforts. “Recently at the 2011 edition of the dealers’ conference, the company rewarded over 214 dealers with 65 cars including overseas trips, while others won prizes like laptops, computers, and motorcycles.

Corporate Social Responsibility

“As part of its goals to connect with its consumers and add value to the environment in which it operates, the company has been in the frontline of supporting Beauty pageants in Nigeria since 2007, by crowning their brand ambassador known as Miss La Casera.

“It also utilizes this platform as a Corporate Social Responsibility (CSR) vehicle to reach out to the less privileged and the needy in the society”.

As part of giving back to the society part of its profit, Classic Beverages Nigeria Limited has been partnering with the Silverbird Group, to promote the Most Beautiful Girl beauty pageant in Nigeria (MBGN) and that over time had attracted cash prizes and lots of other benefits from the company.

The reigning brand ambassador and current Miss La Casera 2011, Miss Nwando Ebeledike who was crowned in June 2011, is a graduate of the London Business School.

Awards

In its concerted efforts to ensure that Nigerians enjoy the best of its product, the company has won for itself several awards such as, African Directing Marketing Award as Finest soft drink manufacturer of the year 2007; MAN award as first runner up for the “Best Kept Industrial Premises in Lagos in October 2011, second to Nigeria Breweries; NIS & SON product certification in 2008 & 2010; Appreciation from KRONES as “Best Asset Care & Efficiency” customer; Constant “Improvement rating” achieved every year since 2005 by International consultants for technical and quality process audit.