Voltic Ghana pumps US$6.5m into operations to maintain market leadership

Voltic Ghana, a premier brand in the water bottling and beverages industry, is taking a series of steps to maintain its market dominance in the face of fierce competition.

The company, which became part of the Coca-Cola Beverages Africa (CCBA) in 2016, revealed that it invested US$6.5 million into its operations last year, a chunk of which went into setting up a new bottling plant at its Akwadum installation in the Eastern Region.

Country Sales and Marketing Manager, Raymond Mensah Gbetivi, said Voltic Ghana’s strategy to increase production and remain the ultimate brand is to move its franchising further into the rural areas, which currently accounts for 25% of total sales as against 75% for the urban centres.

The company currently has 55 franchisees around the country and these employ more than 2,700 permanent workers directly and over 1,300 others indirectly through the value chain. These include the packers, loaders, technicians, administrative, sales and marketing staff at the respective production plants.

Mr Gbetivi said the franchising strategy is aimed at facilitating economic empowerment of local investors.

“Over the last five years, we have invested US$26 million into the business, this includes the new plant,” said Mr Gbetivi, adding that $11 million of the total five-year investment has gone into major investment projects.

“The future is bright for investment,” he said during an interaction with the media on Friday at the Akwadum installation.

Gbetivi-Voltic
Raymond Mensah Gbetivi
Maintaining the lead

Voltic Ghana says as part its mission since becoming a part of Coca-Cola Beverages Africa, the target has been to become the best Coca-Cola bottler and the most valuable food and beverage company in Ghana.

The new plant, which has the capacity to produce 24,000 bottles of purified natural water every hour, is expected to be a key contributor to the new mission.

Also, Voltic Ghana has added new alcoholic and non-alcoholic brands to its fold as part of the strategy to maintain market leadership. The new brands include Happy Hour, Hollandia and Evap Milk. Although these are imported, there are plans to begin production in Ghana, Mr Gbetivi said during the presentation.

Furthermore, a recent partnership with the Campari Group is aimed at spicing up the Voltic Ghana brand portfolio to offer customers products beyond water and soft sparkling drinks, which is also in line with Coca-Cola’s global goal of becoming a total beverage company.

Investment in people, communities

Over the years, Voltic Ghana Limited has invested some of its profits to improving the livelihoods of thousands of Ghanaians through employment, and other community investments.

Voltic’s Ghana’s Corporate Social Responsibility (CSR) and sustainability programmes are dedicated to three key themes Women, Water, and Waste (3Ws), says Sustainability and Community Affairs Manager, Joyce Ahiadorme.

She revealed that the company has set an ambitious target to empower 1,000 women within its value chain by the end of this year, provide accessible water to more than four water stressed schools and manage its post-consumer waste through a series of programmes.

Between 2016 and the Q1 of 2018, Voltic Ghana says it has paid taxes in excess of GHS 100 million, further demonstrating its resolve to contribute to the economic improvement of the country.

Source: Joy Business

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