NIGERIA – Royal Crown Cola (RC Cola) Company, the American beverage company and maker of a cola-flavored soft drink, RC Cola is entering the Nigerian beverage market and has invested in state-of-the art factory in Agbara, Ogun state, the Vanguard reports.
The firm said it was ready for competition in the market dominated by Coca-Cola and 7Up by leveraging on the brand’s legacy and consistency since its inception in 1905.
During the dealers’ forum in Agbara, the company’s Managing Director, Moshy Cohen said the brand is presently in 65 countries where it competes favourably and Nigeria was not only a huge but also an interesting market.
“We produce 35,000 bottles for an hour, 11 lines with more than 40,000 per an hour and we are setting more lines that will give us 90,000 per an hour, to enable us meet up with demands of our customers,” he said.
“Our idea in Nigeria is to supply the demand because it is huge. So, the magic is not only to supply the demand, the magic is to be consistent and keep to our value, quality over time.”
The contract packaging company built for 11 lines will allow registration of one or more products by offering the franchise ownership of RC Cola while meeting demand in the local market.
“With this facility which is built for 11 lines, we decided to take the franchise ownership of RC Cola. Presently, we needed a product that can play well with the existing brands in Nigeria,” said Plant Manager, Jide Aweda.
“From the great taste of RC Cola which the people have accepted, we can make a head way in our operation in Nigeria.
We have invested more money in bringing in more machines to meet up with the demand, which is why we started with big dealers.”
RC Cola brand started selling in Nigeria about one month ago and the new facility provides the capacity and re-assurance of non-stop supply of the commodity in Nigeria.
The company is looking to partner with distributors, wholesalers and retailers to ensure efficient supply chain.
Their strategy is to make the business easy for dealers in terms of distribution so that they operate profitably with quality products.
Speaking at the forum, Head of Marketing, Shakiru Briamo said: “We have a lot of plans, and we have been doing our marketing experiential to make this product go all over Nigeria, because it’s not about distributing to the distributors alone but helping them to push this product out.
This product has been since 1905 and it has been a great taste.
About 70 countries are selling this product and they are selling well, I think it’s going to sell well in Nigeria.
Nigeria has a big market, we will sell well and do well.”