The advent of La Casera into the nation’s soft drinks market, in November, 2001, brought with it a massive disruption. Prior to its decision to throw its hat into the rings, the nation’s non-alcoholic market had been a highly stereotyped one. The ‘super powers’ in the market segment, held the four aces, while the ‘small fries’ were left with no alternatives than to pick the crumbs, in form of the market share, under the masters’ table.
The decision of the brand custodians, The La Casera Company, therefore, to introduce the carbonated soft drink brand in a pet bottle, no doubt, upset the apple cart. The otherwise conservative market, was gingered by a…
Source: Nigerian Tribune
