Belize: Strength in Local Brands
This case study compared well-known global brand of Coca Cola to locally produced and marketed brands like Marie Sharp’s and Crystal Water in the country of Belize. This developing nation provides rich examples of how successful branding can be in a population where monetary wealth and large amounts of disposable income are available to only a minority of residents and tourists.
Coca Cola brand, bottled and distributed locally in Belize has a strong hold of the soft drink/beverage market. Bowen & Bowen Ltd. went further and solidified its brands as leaders by virtually running its main competitor - Pepsi - out of business in Belize. They used strategic, economic marketing plans involving action with immediate value for customer.
Marie Sharp’s hot sauces, which started-up in the kitchen of a Belizian resident, began rooted in the local culture of the country. The product is now a mainstay in most households, restaurants, cafe’s and markets. This brand, though may have had a slow start has proven to residents of Belize, the country can mass produce a solid and quality product.
Crystal Water and Belikin beer - also owned and distributed by Bowen & Bowen Ltd. are also vibrant local brands within the country. With an aggressive advertising presence and cultural appeal these brands are successful.
These established products of Belize all share the attributes which create strong products. According to David Aaker, “a brand vision should attempt to go beyond functional benefits to consider organizational values; a higher purpose; brand personality; and emotional, social, and self-expressive benefits.“ - - all of which these products do and do successfully.
Through strategic marketing and a strong brand Bowen & Bowen Ltd. has successfully solidified a place in the culture of Belize by triggering the same kind of nationalistic feeling and confidence a purchaser may have when buying a 100% local product similar to Marie Sharp’s.
Though Marie Sharp’s has a natural local in - in the market, the company must maintain its loyalty and genuine connection to the product and the people who made it successful.
The 4 P’s for Coca Cola and Marie Sharp’s
Product: Coca Cola and Marie Sharp’s produce a product that delivers. When you purchase a Coca Cola beverage or a Marie Sharp’s hot sauce, a customer is confident he or she knows what they are getting and usually get it. Coca Cola brands have a consistent taste and quality and Marie Sharp’s sauces continue to supply a spicy addition to any meal.
Price: Coca Cola and Marie Sharp’s products are priced competitively in Belize. Coca Cola products cost the same as competing soft drinks in markets and food service outlets. Marie Sharp’s is appealing to locals because the price is right - a standard 5 ounce bottle costing $2.50 is a reasonable price for Belizian’s to pay and in most cases lower than other locally-produced sauces.
Placement: Coca Cola products are available in a variety of locations in Belize. It is generally the only soft drink offered at many food service outlets including hotels, inns, restaurants, bars, cafe’s and markets - the product is also readily sold at road-side stands and private households. Marie Sharp’s products are given a strong presence in markets with retail space shelving space often larger than competing brands. This makes it easy for customers to find and purchase.
Promotion: Coca Cola dominates this arena with logos and branding text plastered in food service outlets, roadside signs, distribution vehicles, containers, in-store stands and "special offer” sections. Marie Sharp’s marketing plan does not include advertisements and blasting its logo. It promotes the product in restaurants - a free condiment to customers - and often holds in-store give-a-ways and sampling.