About the company:

AJEGROUP is a multinational company who deals in alcoholic and non-alcoholic drinks in many countries .A Big cola is a brand which deals in caffeine free. The company was started by the Añaños Family in Ayacucho which is in Peru and now they have shifted their headquarter to Lima Peru and Madrid in Spain. AJEGROUPS is known for their two big brands one is “ KOLA REAL “ and “BIG COLA”. Ajegroup has approximately 10,000 employees and operates in 22 countries across five continents, placing it 12th among Latin American multinational companies. Ajegroup additionally has tasks in Brazil, Costa Rica, Dominican Republic, Ecuador, El Salvador, Nigeria, Guatemala, Honduras, India, Indonesia, Thailand, Venezuela, Vietnam, and Egypt. Its portfolio incorporates drinks, juices, nectars, light refreshments, packaged regular water, dairy and brew. It oversees 17 trademarks in 48 unique introductions of PET and glass bottles, and furthermore jars.

BIG COLA’s product range:

Big cola has a wide range of Cola flavor’s. They have cola in flavors like cola and strawberry , lemon , orange and pineapple which varies country to country.

Philosophy of the brand:

BIG is the soft drink brand that acts without limits. It has a dynamic and original way of understanding what enjoyment really means. It offers you a different alternative every time; sharing your dreams and making them come true. BIG thinks BIG. BIG is the brand for people who are original and don’t conform to rules. BIG is not just about having a cool attitude. It is about being one step ahead.

Official sponsorship provide by the company:

AJEGROUPS sponsors “ENGLAND FOOTBALL NATIONAL TEAM” and “FC BARCALONA “ as a regional soft drink partner.

Big cola in India:

Aje entered India in 2010 and set up a bottling plant in Patalganga in Maharashtra, and has subsequently secured an 8% share of the market in the state. It plans to expand to the rest of India and set up 20 plants, and add fruit juices, bottled water and energy drinks as well to its repertoire. The brand was focusing on the ‘base of the pyramid’ where Coke and Pepsi are excessively costly. They showcase themselves as a ‘reasonable value’ drink to low-salary customers and discussion about the democratization of utilization. With this procedure, they see a huge open door in the expansive and developing low-pay populace section of India. Aje has stirred its way up and has put Big Cola in the racks of Big Bazar, Reliance, D Mart, Metro, Tesco and different chains. In 2012 they came up with a new face of value called caffeine free cola and they started selling flavors like cola , lemon and orange.

Aligning itself aggressive growth strategy they launched big cola as a official flagship brand in Indian market with tag line “think big”.

But big cola never got its name so big as Coca-Cola and Pepsi and thumbs up.

The main reasons which I feel is that “BIG COLA” promoted them self as caffeine free drink but they were targeting BOP (BOTTOM OF PYRAMID) by using wrong ad style they were having no emotional connect in their ads and their all the ads was in English so people from BOP were not able to understand and where Coca-Cola and all other brands were playing around with the emotion factor and people who are drinking cola are not going to read and buy that weather this brand has no caffeine in their drinks or they do have it. So their own strategy became problem for them.