A few multinational companies substantially control manufacturing in Nigeria. The market dominance of these companies reflects the length of time they have operated in the country. They maintained their investments in the Nigerian market throughout the difficult military era when their competitors either pulled out or failed to enter.
Their dominance is also testimony to the vast size of the multinational parent companies backing these Nigerian companies.
Monopolies are not legally defined under Nigerian law. Examples abound of companies already dominant in particular manufacturing sectors that have extended their market dominance still further. Manufacturers may sell to whomever and at whatever prevailing market-determined price for their goods.
Unauthorised dealers may be sued if they deal in merchandise originating from abroad and protected under a registered Nigerian trademark, logo or patent. Usually, unauthorised dealers are collectively sued in a class-action suit. The Anton Pillar order also empowers the plaintiff in such a class-action suit to remove the offending goods for destruction.
The Federal High Court has in the last few years granted several such orders and injunctive relief to restrain the unauthorised sale of protected products. Nigeria has had no laws to uphold resale-price maintenance, though trading companies have reportedly tried to exercise some control over their larger distributors. Hence, prices are seldom uniform throughout the country. The small traders who dominate retail supply outlets at the municipal level are generally free to set their own prices.
In Seven-up introduced a new product to the Nigeria market called Pepsi Light. Alexander Grigg. The original formulation contained lithium citrate, which was used in various patent medicines at the times for improving moods. It has been used for many decades to treat manic-depression. It was popular to go to lithium-containing springs such as Lithia Springs, Georgia or Ashland, Oregon for this effect. Lithium is one of the elements with an atomic number of seven, which some have proposed as a theory for why 7UP has its name.
Grigg never explained the name, but he did promote 7UP as having effects on mood. Because it debuted at the time of the stock market crash of and the onset of the Great Depression , this was a selling point.
The reference to lithia remained in the name until Lithium citrate was removed from 7UP in when the government banned its use in soft drinks. Other problematic ingredients included calcium disodium EDTA which was removed in , and at that time potassium citrate replaced sodium citrate to lower the sodium content. The company website notes that it contains no fruit juice.
Westinghouse took over 7UP in It then was sold to Philip Morris in , a marriage of soft drinks and tobacco. Pepper in Now a combined company, it was bought by Cadbury Schweppes in , a more likely marriage of chocolates and soft drinks.
That company spun off the Dr. Pepper Snapple Group in Actively scan device characteristics for identification. Use precise geolocation data. Although what distinguished both drinks from the rest of the market was unique flavor, neither beverage was marketed simply as a refreshment.
Indeed, both Dr Pepper, whose name still retained the period at this time, and 7 Up were promoted as health drinks in their first decades. Pepper would presumably provide the energy boost needed to make it through the day. At the same time, 7 Up boasted in ads that it 'energizes The fortunes of both companies grew during World War II, with Dr Pepper able to go public in , while the postwar period saw the Baby Boom, which produced an unprecedented number of soft drink consumers.
In their marketing efforts, both beverage companies sought to appeal to this lucrative market. Dr Pepper, for instance, became a regular sponsor of the hit teen show 'American Bandstand,' while 7 Up became noted for its 'uncola' campaign of the late s, which capitalized on the individualistic tendencies of young people by distancing 7 Up from the cola market.
In the s Dr Pepper was marketed through the long-running 'Be a Pepper' campaign. Later advertising efforts avoided the so-called 'cola wars' of the s, focusing instead on what made Dr Pepper and 7 Up different. Dr Pepper ads declared the soft drink was 'just what the Dr ordered,' while Diet Dr Pepper was 'the taste you've been looking for. Both companies also spent years testing and introducing new products while refining existing ones. Both Dr Pepper and 7 Up brought out 'diet' versions by the early s.
In Dr Pepper purchased the rights to Welch's soft drinks. Some of the company's assets were stripped to pay down debt, overhead was cut, and a new promotional campaign was launched. Meantime, Seven-Up was a privately owned family business that did not avail itself of public trading until In cigarette maker Philip Morris bought Seven-Up, which soon went into a profit slide.
The Federal Trade Commission, however, blocked both proposed acquisitions for antitrust reasons, although Philip Morris was allowed to sell Seven-Up's international operations to PepsiCo. Participating in the buyout was Britain's Cadbury Schweppes, which gained a minority stake in Dr Pepper.
The combined market strength of the two companies created a stronger contender in the soft drink market, against Coke and Pepsi. Like rival Gatorade, Nautilus was promoted as a high-electrolyte, energy-producing beverage to revive athletes. But Nautilus also stood out in its debut as the only major brand sport drink sweetened entirely by aspartame the artificial sweetener marketed under the name NutraSweet.
These gains came despite the continuing struggles of the 7 Up brand, which by this time had been surpassed by rival brand Sprite, owned by Coca-Cola. Dr Pepper's popularity, however, was on the increase; it was in fact the fastest-growing U. Overall, DPSU's share of the domestic soft drink market increased from 9.
As of mid Cadbury Schweppes held a 5. Prudential Insurance Co.
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