Manufacturers of Pepsi and Mirinda soft drinks, Seven up Bottling Company, SBC, 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 competitors 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.
“In the recent time, consumers’ purchasing power is low due to inflation and recession and Pepsi’s strategy is, therefore, to restore retail price of 50cl Pepsi at N100 to restore their normal life. 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. (Vanguard)
