Introduction

Consumers increasingly have a choice between global and local brands in today's global economy
(Özsomer, 2012). Local brands provide distinct advantages, including impressions of distinctiveness,
originality, and pride in representing the local market. Historically, indigenous brands have profited from
a high degree of customer knowledge and tight ties in their home nation (Özsomer, 2012).

For this assignment I pick Bigi soft drinks. Bigi soft drinks is a homegrown beverage subsidiary of Rite
foods limited. in July 2026, Bigi soft drinks began production at their factory in Ososa , Ijebu-ode in Ogun
state, Nigeria with 6 flavors; cola ,orange, tropical, apple, bitter lemon and lime& lemon(Our History -
Rite Foods Limited, 2020). The major global competition of Bigi is Coca-cola and PepsiCo, they have
competing brands of soft drinks as Bigi soft drinks.

Elements of brand strategy that enabled Bigi soft drinks success

Brand focus

Bigi soft drinks focuses on existing and new flavors of carbonated drinks. The aim is to provide
refreshing non alcoholic beverages for people of all ages in urban and rural areas in their daily activities
and occasions like parties and functions.

Brand identity

Bigi drinks brand and image awareness in Lagos, Nigeria was the beginning of their brand success in the
country. They targeted schools, restaurant chains and mall/store chains with product activation of the
catchy “BIGI” name written in bright red color over a black background on the appealing sleekly
designed bottles. This was what was noticed about first about Bigi soft drinks.

Brand position

Using price as a negotiating advantage Bigi soft drinks targeted the low income earners in the market
places by sending vendors with portable coolers to these market places to generate sales. The different
price strategies used by Bigi help change the market dynamics of the soft drinks industry in Nigeria. Bigi
also targeted tertiary institutions of the country by having road shows, events gala nights and sponsoring
inter university games competitions which held at the prestigious university of Lagos in 2021.

Brand personality

Bigi soft drinks is actively involved in philanthropic activities in different parts of the countries by
providing portable water to hard to reach areas of the country. This can be identified as one of the core
values of the company as they also give a percentage of every order to their vendors free in “not for sale”
bottles.
Brand resonance

The “Bigi +” campaign help to resonate the brand online, bars and restaurants where Bigi soft drinks were
advertised as mixers and for alcoholic beverages like whiskeys and dry gins. The diversification of Bigi
product brands to bring in other flavors like Tamarind and fearless energy products really increased
significant business impacts for the company.

In conclusion, a combination of approaches of the elements of brand strategy was used by Bigi soft drinks
to make significant impact on the non alcoholic beverages industry in Nigeria.

References

Our History - Rite Foods Limited. (2020, October 7). Rite Foods Limited.

https://www.ritefoodsltd.com/our-history/

Özsomer, Ayşegül. (2012). The Interplay Between Global and Local Brands: A Closer Look at Perceived
Brand Globalness and Local Iconness. Journal of International Marketing. 20. 72-95. 10.2307/23268747.