Bangkok--3 Aug--Total Quality PR
AJE, one of the world’s largest multinational beverage companies, with a presence in more than 20 countries in Latin America, Africa and Asia, and its flagship brand ‘BIG’, that is sold in all of these three continents, keeps growing in its success. Recently, BIG has been ranked in the “top ten” of most chosen brands in Latin America and the second in frequency of consumption, according to the 2015 Kantar Worldpanel (KWP) ranking. Its cola flavoured drink, BIG Cola, is the most popular flavour among its growing portfolio.
AJE continues to see a significant opportunity for growth in the Asian markets as these countries have large, young and fast-growing populations that want something new and different. BIG Cola will continue in its positive global expansion, especially in the Asian market. Over 100 million of people from Thailand, Indonesia, Vietnam, India and other Asian nations are currently consuming BIG Cola!
How did AJE make it BIG in Asia? How can a company that had its origins in the Peruvian region of the Andes come to compete with multinational brands?
“This shows the new world in which we live nowadays. In emergent markets, 70% of the youth population wants something new and different and we understand the young people in emerging countries much better than the big labels that have been in the market for 70 or 100 years” stated Jorge López-Dóriga, AJE Chief Communications and Sustainability Officer. “The world has changed and is now for a young generation of dynamic people from emerging nations who are willing to Think and Dream BIG. I believe that we don’t just sell beverages, but we sell experiences and want to provide our fans with opportunities to ‘THINK BIG’ and make their dreams come true!” he added.
AJE began operations in Thailand in 2006, its first penetration outside Latin America, and in 2011 had its first full year of operations in Indonesia, Vietnam and India.
The results in the two major markets, Indonesia and Thailand, have been highly impressive. In just four years of presence in the Indonesian market, BIG Cola has become the favourite soft drink in Indonesia, according to the 2015 Roy Morgan ranking, and is also the most consumed beverage among the Indonesian population of 250 million. In Thailand, despite the recent upheavals in the local soft drink market, BIG Cola remains the third most popular cola in the market.
AJE is committed to “democratizing consumption” in emerging markets, which means reaching new consumer groups with high quality products at fair competitive prices. A perfect example is the launch of BIG Fresh in Thailand, the evolution of soft drinks, made with fruit juice and less sugar, which perfectly adapts to the wishes and needs of consumers.
Yes, this is how AJE makes it BIG in Asia.
AJE is continuing its expansion in terms of brand and product innovation to fit the needs and trends, as well as the style and flavours for each market where it is sold. World class innovation is always a part of AJE’s ongoing commitment to quality.