According to a report by Nairametrics, Royal Crown Cola, an American soft drink manufacturer, established in 1905, is set to compete against beverage manufacturers already dominating the Nigerian market.
Moshy Cohen, the company’s Managing Director, notes that RC Cola has a unique recipe, a reason it has been able to successfully compete in more than 65 countries around the world. He also states that the company has grown from strength to strength as a result of the brand’s effective mode of operation.
According to Cohen, “we produce 35,000 bottles for an hour, 11 lines with more than 40,000 per an hour and we are settling more lines that will give us 90,000 per an hour, to enable us meet with demands of our customers”
He also notes that the need to set up more lines comes from the fact that Nigeria has a huge and interesting market. However, to remain relevant, the goal is to maintain the brand’s value and quality over time.
Speaking at the Forum organised by the company to launch its product, the Head of Commercial, Steve Edeki stated that the essence of the forum is to inform dealers that the brand is being sold in Lagos. “We invited dealers to know where RC Cola is coming from and build that confidence that we will be supplying them nonstop, because we have the capacity to do that with our latest state of the art factory plant here in Agbara”.
The company’s strategy to flourish in the Nigerian market was revealed by the Head of Marketing, Shakiru Briamo, who said “we have lots of plans, and we have been doing our marketing experiential to make this product go all over Nigeria, because it is not about distributing to the distributors alone, but helping them to push this product out”.