While Coca-Cola and Pepsi obtained an average increase of 3.1% in their consolidated turnovers in Mexico, Big Cola achieved a growth of 8.2%
The division Ajegroup in Mexico, producer of Big Cola, increased in 8.2% its consolidated turnover in 2009, mainly by an advance in water and juice categories. “We did not know how to fight against crisis, and people start considering Big Cola as an important option before the price increase of other brands”, stated Alfredo Paredes, director of corporate affairs of the company.
In an interview with El Semanario Agencia (ESA) the executive considered that in general beverage sector was much punished because the other companies did not grow nor lost their market”. It must be pointed out that the companies that produce brands as Coca-Cola and Pepsi in Mexican market registered an increase of 3.1% in their consolidated turnovers.
Moreover, the director explained that increases of 10% in water, 6% in nectars, and 10% in juices were the result of the incorporation of a “fair price” in these sectors, where usually people saw higher prices.
Regarding prices, Paredes stated that after maintaining the same prices for two years, the company registered a rise of approximately 9%, which corresponded to a two-years accumulated inflation; while other companies of the sector increase their prices every 7 or 8 months, with 15% and 17% in the same period.
Specially, in the sector of juices, nectars and refreshing beverages, the average price was of 5 pesos per liter of Big Cola, 25% lower than other market brands, while water has an average price of 3 pesos per liter, almost 30% less than the national average, explained Paredes.
On the other hand, the average price of Big Cola’s soft drinks is of 4 pesos per liter, which also presents a difference of 22% compared with “the red” ones (Coca-Cola) and a 27% in relation with “the blue” ones (Pepsi). This category registered an increase of 4% in its volumes of 2009, mentioned the director.
Ajegroup produces annually an approximate of 1,460 billion liters in Mexico, which represents a 40% in worldwide sales being the most important market for the company; Big Cola has participation at Peru, Venezuela, Colombia and Thailand. (El Semanario Agencia, ESA)
The division Ajegroup in Mexico, producer of Big Cola, increased in 8.2% its consolidated turnover in 2009, mainly by an advance in water and juice categories. “We did not know how to fight against crisis, and people start considering Big Cola as an important option before the price increase of other brands”, stated Alfredo Paredes, director of corporate affairs of the company.
In an interview with El Semanario Agencia (ESA) the executive considered that in general beverage sector was much punished because the other companies did not grow nor lost their market”. It must be pointed out that the companies that produce brands as Coca-Cola and Pepsi in Mexican market registered an increase of 3.1% in their consolidated turnovers.
Moreover, the director explained that increases of 10% in water, 6% in nectars, and 10% in juices were the result of the incorporation of a “fair price” in these sectors, where usually people saw higher prices.
Regarding prices, Paredes stated that after maintaining the same prices for two years, the company registered a rise of approximately 9%, which corresponded to a two-years accumulated inflation; while other companies of the sector increase their prices every 7 or 8 months, with 15% and 17% in the same period.
Specially, in the sector of juices, nectars and refreshing beverages, the average price was of 5 pesos per liter of Big Cola, 25% lower than other market brands, while water has an average price of 3 pesos per liter, almost 30% less than the national average, explained Paredes.
On the other hand, the average price of Big Cola’s soft drinks is of 4 pesos per liter, which also presents a difference of 22% compared with “the red” ones (Coca-Cola) and a 27% in relation with “the blue” ones (Pepsi). This category registered an increase of 4% in its volumes of 2009, mentioned the director.
Ajegroup produces annually an approximate of 1,460 billion liters in Mexico, which represents a 40% in worldwide sales being the most important market for the company; Big Cola has participation at Peru, Venezuela, Colombia and Thailand. (El Semanario Agencia, ESA)
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