Stephen Odoi-Larbi
19 May 2009
The Coca-Cola Bottling Company of Ghana Limited (TCCBCGL), Ghana's top producer of soft drinks and bottled-water, aims to outperform its competitors in Ghanaian market with the re-launch of Bonaqua bottled water, last Friday, in Accra.
The re-launch of Bonaqua according to Linda Larbi, an official at the Equitorial branch of the TCCBCGL, was as a result of a research conducted by TCCBCGL on its bottled-water (Dasani and Bonaqua) where consumers settled on the latter (Bonaqua) because of its distinct qualities which has enabled it to compete favourably on the market.
"It is not going to be easy but we plan to maintain market leadership with the re-launch of Bonaqua", she noted.
TCCBCGL which is also one of the world's leader in soft drinks has about 30% market share in the bottled-water industry and hopes to take majority of the market share in the future. The product comes in a new contour-like plastic bottled-water with a unique blue label embossed on it.
Linda Larbi, who has been cautious about the outlook of Bonaqua bottled-water, said TCCBCGL is maintaining its sales target in the short term but hopes to double it in the next three-five years.
"The target is below our main competitors on the market but we will strive to post higher growth and expand our frontiers to reach out to many consumers since potable water is essential for the body", added Linda Larbi.
Bonaqua competes on the Ghanaian market with Voltic, AquaSplash, Aquafill and Mobile water. Its twin product, Dasani which was last seen on the market in February 2008 is said to have no future again on the Ghanaian market, according to company officials.
Be the first to Write a Comment!
Copyright © 2009 Ghanaian Chronicle. All rights reserved. Distributed by AllAfrica Global Media (allAfrica.com). To contact the copyright holder directly for corrections — or for permission to republish or make other authorized use of this material, click here.
AllAfrica aggregates and indexes content from over 125 African news organizations, plus more than 200 other sources, who are responsible for their own reporting and views. Articles and commentaries that identify allAfrica.com as the publisher are produced or commissioned by AllAfrica.
