By Princewill Ekwujuru
SEVEN UP Bottling Company, SBC, makers of Pepsi, has embarked on a price compliance campaign as a market strategy to retain existing consumers and gain prospective ones.
The campaign, ‘No Shaking, Carry go,’ is emphasizing volume and price as 50cl Pepsi pet bottle is selling for N100 as against competitor’s N150. The campaign is coming on the heels of consumers’ divided attention on choice and price as a result of the current purchasing power difficulties.
A highly placed source in SBC, who spoke on condition of anonymity said: “In recent times, consumers’ purchasing power has been low due to inflation and recession and Pepsi’s strategy is, therefore, to restore the retail price of 50cl Pepsi to N100. It is not clear whether this is coming at a cost to Pepsi, but what may be uppermost in its strategy is not to lose its loyal consumers.”
He went on to say that the campaign is also designed to reinforce the price of 50cl Pepsi at N100, as the source stated it was not the company’s desire that retailers sold the product above N100. “Some of the retailers may have joined the market trend to inflate the price of Pepsi above N100. This is also what informed the new campaign. This normal price also applies to other brands in the SBC stable. These include, Mirinda and 7Up,” the source said.
To spread the message, SBC has taken the campaign to various strategic places in Lagos and Ibadan including the ever busy Lekki Toll gate, employing various integrated marketing communication approaches such as below the line and above the line strategies.
The company has also deployed its brand ambassadors such as Tiwa Savage, Davido, Wizkid and Tecno to drive the message in both street activations and above the line platforms such as on BRT buses and billboards, to attract more consumer attention.
At the Lekki Tollgate, the brand owners danced and shared bottles of Pepsi pet bottles to motorists free. Initially, some motorists thought that the activation managers were selling the product but when motorists realised that the drink was free, they grabbed the bottles of soft drink with smiles.
According to the source in SBC, the intention of the brand is to continue to refresh consumers with affordable product as it underscores quality product.