Category: Brand week

LEADING indigenous spirits and wines marketing company, Grand Oak Limited (GOL) has re-launched its Dark Sailor Rum.

Its Marketing Director, Aare Fatai Odesile, said the event was in fulfilment of the firm’s mission, which is “to make people happy by providing brands that enhance prestige and lifestyle of the consumers.”

Odesile said his firm has perfected a win-win situation through its corporate social responsibility (CSR) initiatives. However, observers of the wines and spirits market are of the opinion that the re-launch is aimed at discouraging counterfeiters and other product fakers.

He revealed that his company had pioneered the introduction of the modern unifil packaging presentation with the intention of redefining the single serve segment “and giving our esteemed consumers what is obtainable in developed economies of the world, the 12 cl unifil package the first of its kind in Nigeria.”

Grand Oak’s Category Manager, Abiodun Ayodeji, added that the re-launch initiative “is aimed at changing the brand’s outlook so as to set it apart from the pack as well as facilitate easy identification from pass-offs. Unlike in the past when it shared similar outlook with other regional brands, we have gone ahead to recreate a new look for your cherished brand by pioneering the application of self-adhesive label film on the pack as a way of distinguishing it from other rum brands in the market place.”

Nigerians are confident that the economy is doing well, according to a survey by the MasterCard Worldwide Index of Consumer Confidence.

The Index recorded a marginal 2.4 point decline from a score of 93.8 a year ago and a five point decline compared to six months ago. This year’s result of 91.4 out of a possible 100 showed that Nigerians are happy with the economy generally.

Now in its fourth year in Nigeria, the MasterCard Worldwide Index of Consumer Confidence is one of Africa’s most comprehensive consumer confidence surveys, and is conducted twice yearly. Interestingly, the latest finding of 91.4 points reflects the precise average of the survey results since it begun in 2009.

The Index is based on a survey which measures consumer confidence on prevailing expectations in the market for the next six months based on five economic indicators: Economy, Employment, Stock Market, Regular Income and Quality of Life. The Index score is calculated with zero as the most pessimistic, 100 as most optimistic and 50 as neutral.

The most recent survey was conducted between April 24, 2012 and June 10, 2012, and involved 11,376 respondents aged 18 to 64 across 25 markets spanning the Asia Pacific, Middle East and Africa regions. On the African continent, the survey was conducted in Egypt, Kenya,Morocco, Nigeria and South Africa.

“MasterCard Worldwide carries out this Index in order to provide informed understanding in the shifts of Nigerian consumer sentiment, as well as to assist in the identification of market trends over time,” says Omokehinde Ojomuyide, Country Manager, West Africa, MasterCard Worldwide.

“Nigerians remain one of the most optimistic groups of consumers among those surveyed by MasterCard on the continent, with an Index score of 91.4 points in this latest set of results – over 12 points higher than the average of the five African countries surveyed,” saysOjomuyide.

“The high level of confidence in Nigeria’s economy held by its citizens is alsosupported by the International Monetary Fund (IMF) that believes booming oil prices and an ambitious reform agenda have helped Nigeria ride the worst of the global economic downturn. The IMFhas forecasted Nigeria’s Gross Domestic Product (GDP) to grow by 6.9 per cent during 2012,” she continued.

Compared to Nigeria’s Index results six months ago, four of the five indicators– Employment, Economy, Regular Income, and Quality of Life – showed very minor declines of between 0.5 per cent to 3.5 per cent.

However, all four of these indicators remained remarkably positive with each scoring over the 90 point mark. Regular Income, at 97.9 points, was the most optimistic of the five indicators for Nigerians, followed by Quality of Life with a score of 94.9.

When asked whether they were expecting their regular income to either increase, remain the same or decrease over the next six months, nearly 92 per cent of Nigerian respondents said that they were expecting it to increase; six per cent said they were expecting it to remain the same and only two per cent said that they were expecting it to decrease.

The Stock Market indicator however showed a significant decline in confidence of nearly 17 points and was the indicator with the lowest score of 78.6.

Commenting on the Stock Market indicator Ojomuyide said, “Even though the Stock Market indicator shows a noticeable decline and should not be dismissed, the current score is still very optimistic, with nearly seven out of ten respondents expecting the Stock Market to improve in the coming months, and a further 13% expecting it to remain consistent.”

Ojomuyide added, “The highest level which the Nigerian consumer confidence reached was in the second half of 2011 at 96.4 points –which was one of the highest recorded levels of consumer confidencein the 25 markets surveyedat the time. Even though the most recent results are lower than this, they remain significantly higher than their lowest level of 83.2 points in the first half of 2010.”

The only African country revealed to be more optimistic than Nigeria in the Index is Morocco, which yielded a score of 94.1. Egypt, Kenya and South Africa all yielded less optimistic results in the survey.

“It is very encouraging to see that the Nigerian consumer confidence levels remain strongand higher than the average results of the other African countries surveyed,” concluded Ojomuyide.

In consonance with the brand’s aim of re-connecting with consumers, SABMiller Nigeria has introduced Trophy Beer in a new 330ml CAN with an attractive label, supported with an extensive new Above The Line communication campaign.

This was disclosed by Mr Andre Lubbe, Commercial Director SABMiller Nigeria during the launch of the label and campaign held at Ilesha Breweries recently.

At the launch of the CAN new label and communication campaign, Lubbe said the new campaign has given rise to a new identity that really communicates the intrinsic values of the brand both in terms of emotional and rational benefits.

“The new re-design of the label has given rise to a new brand identity that communicates the intrinsic values of the brand both in terms of emotional and rational benefits, as well as to build long lasting aspiration for Trophy beer’’, Lubbe said . Lubbe also reiterated that the brand which has also added a new title Honourable as part of its repositioning plan to position it to be first among equals and the leader of any social group.

‘’Thereafter with the title Honourable which is used to describe respected members of the society and community, first among equals and the leader of any social group, Trophy larger’s new title symbolizes deserved respect, being a beer well cherished and appreciated amongst the south – westerners,’’ Lubbe said.

Continuing, Lubbe maintained that the beer which means so much to the consumers because of its distinctive taste and quality is also referred to as the pride of the West “ Trophy lager means so much to the consumers because of its distinctive taste and quality. It is regarded as the pride of the west, as such, to most consumers of the beer, it is seen as first among equals and remains the leading economy brand in the Southwest,’’ he said.

Therefore, to further entrench the brand values and personality, Lubbe said it became imperative to refresh the beer by putting it in its rightful place. He also disclosed that following a consumer research conducted in the Southwest towards the end of last year and this year, hence the need to develop this new marketing campaign to reflect a new brand positively.

Also speaking at the launch, the Chief Operating Officer of Ilesha Breweries, Mr Carlos Gomez stated that IBL has a very proud history while it remains ambitious to be of quality standard, to produce brands with quality standards that will be visibly positioned that will have a appreciable share of the market.

Trophy lager beer, which was originally launched by International Breweries Plc, Ilesha, Osun State in 1978 and taken over in 2011 by the management of SABMiller, world’s second largest brewer and the biggest in Africa, has remained a remarkable choice of lager with strong and notable presence in Southwestern Nigeria.

Building on the enormous success of its Apple Story Campaign, the La Casera Company Plc is taking the experience to the doorsteps of consumers of its ever popular La Casera Apple flavour drink as the Southwestern state of Osun was recently hit by a ton of refreshment, energy and fun when the Apple Story train arrived the town.

Like an affirmation of the company’s culture of innovation and excellence, The company has attracted an unprecedented number of students of Osun State Polytechnic, Iree, in their ongoing campaign.

In a four hour-Apple Story Experiential show held at the polytechnic, Iree, a huge crowd of students and visitors were thrilled to the dexterous moves of the dancers and football jugglers on offer, as free samples of cool and refreshing La Casera Apple Drink were handed out. The audience also had a chance to win fantastic prizes in the various dancing and juggling competitions that were organised by the La Casera Apple Story team.

Many of those present praised La Casera for filling their day with fun and flavour and asked for a return visit. Miss Bose Awoniyi, a student of the polytechnic and winner of the female category of the dancing competition was also grateful to La Casera for providing a platform for her to showcase her skills.

“This is a day I’ll never forget. Winning the dancing competition will surely bring me more recognition to my dancing skills on campus – and who knows what this will lead to. Thanks to La Casera, I have my own ‘Apple Story’ to tell,” she enthused.

She also praised the effort of the LaCasera Company for the opportunity by emerging the winner in the female category dancing competition which gave her the chance to became famous in the campus.

The La Casera Apple Story train continues on its journey across the country with the promise of energy, refreshment and fun to the teeming consumers of the popular Apple Drink.

Dark and Lovely range of beauty products from the staple of L’Oreal Central West Africa hosted over 3,500 hairstylists and dressers across the Southwest zone to make history as the biggest gathering of hair professionals in one day. It was at the unveiling the new Dark and Lovely Anti-Breakage range, which offers 10 times less breakage to hair.

The hair professionals were drawn from all the major trade associations within Lagos, Ogun and Oyo states. The new anti-breakage range of products includes the complete relaxer kit, the strengthening oil moisturizer, the nourishing hair butter, and the healing treatment.

The 111year old signature of the L’Oreal Group dedicated to Afro beauty – “SoftSheen Carson” has discovered from its institute that African hair is the most vulnerable of all and the most prone to breakage.  Research shows the natural surface of Afro hair bears the most numerous weak points because its cuticles do not perfectly overlap as a result of its twisted shapes.

However, the good news for consumers from the African descent is that L’Oreal has created the perfect solution to fight breakage for Afro hair.  The natural cement of the hair is the ceramide and the scientists have created s synthetic version to replenish these weak points said Mrs. Severine Fadairo-Lemon, Marketing Director, LOREAL Central/West Africa.

Consequently, The Dark and Lovely Anti-breakage range has been scientifically proven that it is the only range of products that puts back the ceramide lost to guarantee up to 10 times less breakage.

Explaining the rationale behind the event, Mrs. Fadairo-Lemon said: “We are here today to host Nigeria hairdressers to present them with our new Dark and Lovely anti-breakage range. It is new range of full product, dedicated to afro-specific hair and to help consumers fight breakage problems they encounter.”

“We know that the major problem women face with the hair is breakage and secondly is the lack of moisture in the hair and that is the dryness of hair, adding that the current range of the company’s hair products were designed to help with the dryness problem and that is why the range was called moisture plus.

“The new addition now is to treat the breakage problem therefore, if you have dry hair you should keep with our current range –Dark n Lovely Moisture Plus and if you have breakage problem with your hair then you should go for the new released-Anti-Breakage range,” the marketing director said.

On the affordability and availability of the products particularly to low end market, Mrs Fadairo-Lemon said: “Our brand is actually a premium brand and so there is no denial in us saying that we are a brand that is at the bottom of the pyramid because we think that our mission for being part of the Loreal Group is the number one group for beauty in the world is ready to deliver quality for women across the world either they are Africans, Europeans, Asians or Americans  they deserve the best to be able to look good and feel good about themselves so Dark n Lovely is really a premium brand but it doesn’t mean that being premium we want to put some people to the side. Our goal is really to cater for every problem and also to be available for everyone. So, the first step is actually to be available as I just said and this is the reason Loreal opened a subsidiary here, we are only operating in Nigeria for eight months now. It is because we really want to put our products on the shelf to be available for everyone to buy.”

According to her, the second step after the opening of the subsidiary is that ”we have partnered with some national distributors that have footprint in Nigeria not only in urban areas but also in semi-urban and the rural areas across the country.”

According to the Integrated Marketing Services website, a strong promotion is founded on sound consumer insights; leverages a strong link to the brand’s equity; includes relevant media channels and delivers incentives that are ultimately motivating to the consumer. Wikipeadia defines promotion as one of the aspects of the promotional mix, writes JIMI DAVID as Nigerian Breweries unveils promo.

Some identified consumer promotion techniques are a temporary reduction in price and loyalty reward programmes, where consumers collect points, miles, or credit for purchases and redeem them for rewards.

Nigeria’s favourite and leading beer brand, Star lager beer, manufactured by Nigerian Breweries Plc, recently begans its National Consumer Promotion. It is tagged: Star Time to Shine promo. Well, Star lager is not looking at reducing the recommended retail price of the beer, even though the promo is a unique reward scheme. What Star is, however, looking at, is rewarding over 8.5 million consumers.

Perhaps, drawing a parallel between the number of expected lucky winners and population of Nigerian states will paint a picture of the enormity of the unique reward scheme. The 2006 census figures estimates the population of Lagos State at 9.1 million. Hypothetically speaking, if the promo is restricted to the Centre of Excellence as Lagos is popularly called, about 93.4 per cent are already guaranteed winners.

If it was also restricted to states such as Oyo, Rivers, Benue and Anambra, which have 5.5 million, 5.1 million, 4.2 million and 4.1 million respectively. Clearly, there will be an abundance of prizes. Citizens from Benue and Anambra will even win twice.

The press conference announcing the promo was held on September 19. Welcoming the media, Mr Walter Drenth, Marketing Director, Nigerian Breweries Plc, said that Star lager beer has upgraded its packaging with a radiant blue neck foil and 3D-like enhancements on the label to reassure consumers of the brand’s commitment to quality and as another mark of Star’s leadership in the Nigerian beer market.

Represented by Edem Vindah, Media and Public Affairs Manager, Nigerian Breweries Plc, he noted: “You have seen the campaigns of Star on various media encouraging our consumers to experience the Shine of Quality that only Star brings and Shine On. It’s been a very busy and important year for the Star brand and like we used to say, there’s never a dull moment.”

Speaking on the promo, he stated: “This time however, is the time to reward and say thank you to the millions of our consumers in every part of Nigeria. It is with pride that I introduce to you the Star Time to Shine promo – a national consumer promotion designed to reward our loyal consumers across the country with various fantastic prizes.”

The Marketing Director further averred that the promo’s main aim is to reward the consumers of Nigeria’s favourite beer. He noted: “This promotion has one main objective: to give our consumers the chance to shine and we call on them to seize the chance! The sheer number of winners that will emerge from this promo is astounding.”

He shed more light on the mechanics of the consumer promotion. “The promotion is a crown cork based one. That means consumers buy and open a bottle of Star and while enjoying the premium quality, look under the crown cork and there is their passport to shine.

“There will be two categories of winning crown corks. The first is the instant prize crown corks. Under this category, the following prizes can be won: 85,000 umbrellas, 92,000 T shirts, 20,000 baseball caps, two million pens and a whopping 6.3 million free drinks. To make claiming prizes very easy, there are 1,200 redemption centres nationwide. The basic idea is to ensure that as many Star loyalists as possible get rewarded.”

Speaking further, he stated that there will be draw crown corks containing special numeric codes. He listed some of the prizes to be won via weekly draws as follows: 400 people will win N20,000, which is the third prize while 240 people will win N50,000 which is the second prize. The first prize of 32 inch LCD TV will be won by 160 persons.

The special codes will also qualify contestants for the grand prize of a brand new Toyota Corolla to be won by 16 persons.

Holders of the draw crown corks can ‘redeem’ them in either of two ways: By sending information such as their name, sex, age, location, and the special code to 30383 by SMS or by going to any of the 1200 redemption centres and registering their codes and personal details. Consumers will also be able to register their crown corks on the Star website www.star-nigeria.com and facebook page www.facebook.com/starnigeria.

All holders of the draw crown corks will be expected to keep them as the ultimate proof of ownership. The SMS system will work with all major telecoms operators in the country.

The draws for the Star Time to Shine promo will be held weekly in different bars around Nigeria from October 12 and broadcast on major network televisions, including Newsline every Sunday from October 21.

“This promotion is another testimonial of Star’s commitment to giving back to the society and especially the consumers of the brand. With over 8.5 million winners to emerge, the lives of many Nigerians will again be touched through the Star Time to Shine promo.”

He is clean-shaven. He is well dressed. He drives a brand new car. He speaks impeccable English and you would never believe he is engaged in such act. He has caused several people heartache through his activities. He is not afraid of the law. In fact, he has devised a way around it. He is so smart; he has befriended the law. That friendship has given him the liberty to operate without fear. He has friends in high places. As such, he carries on with impunity and no one dares stop him.

He operates through the issuance of fake cheques, fraudulent wire transfer, spurious anonymous call and Web-based e-mail and more. He called the other day. He informed that someone somewhere had given him one’s name. As his story goes, one has offended the anonymous fellow.

Therefore, as an herbalist, this faceless, aggrieved fellow has contracted him to deal with one ruthlessly through ‘African magic’. Being a “good” herbalist, he has decided to call and issue a timely warning. However, on the one hand, to avoid being ‘hit’, one should, as a matter of urgency, present oneself for ‘special cleansing’. Gosh! The man was so smooth, so convincing any fool would have believed him.

Through such a professional pitching, several unsuspecting Nigerians and foreigners have fallen victims. However, at that time, he was an herbalist. But were he dealing with government of another country, he would be a Minister of the Federal Republic of Nigeria. Were he dealing with bank chiefs of another country, he would be the Governor of Central Bank of Nigeria. Were he dealing with local companies, he would be the MD/CEO of Phantom Company Nigeria Unlimited. And after his conquest, whenever he is in the midst of his comrades-in-arms, he is the Chairman!

Through his unholy act, he has caused countless people monetary loss. Estimates of the loss vary widely. The Nigerian scam is hugely successful.

According to a newspaper article, “We have confirmed losses just in the United States of over $100 million in the last 15 months. Special Agent James Caldwell of the Secret Service financial crimes division said, “And that’s just the ones we know of. We figure a lot of people don’t report”. Nevertheless, this Nigerian lives everywhere.

He is based in South Africa. He has offices in the US and Canada. But, in fact, he could be your neighbor next door. At other times, he is actually in Johannesburg. That is where he resides now. He has transferred his trade to that country.

That is because there are still several “magas” in that country. One Osamai Hitomi, a Japanese businessman was lured to Johannesburg, South Africa in a 419 scam and kidnapped on 26 September, 2008. He was then taken to Alberton, south of Johannesburg and a $5 million ransom was demanded from his family. Seven people were arrested. Another 29-year old George Makronalli, a Greek, was murdered in South Africa after responding to a 419 scam.

Who is behind these shady activities? Answer, the same Nigerian who is involved in advance-fee fraud. Through his fraudulent activities, Nigeria has attracted mud. The country’s image has been battered.

However, other Nigerians are writing the country’s name in gold. Philip Emeagwali is one. Wole Soyinka is another. Chinua Achebe is popular. There is a Professor IlesanmiAdesida, the first black to be appointed the Provost/Vice-Chancellor for Academic Affairs at the University of Illinois at Urbana Champaign, United States of America.

A professor of Electronic Engineering with outstanding works in nanotechnology, Adesida, was appointed by the search committee of the institution on May 31, 2012. Before his appointment, Adesida was the Dean, College of Engineering of the institution.

He is flying the country’s flag in a foreign land. Then there is Sanya Ojikutu, the erstwhile cartoon editor of defunct Fame magazine. Ojikutu, like Adesida, lives in the Diaspora

Ojikutu’s latest invention, Share Buds Mx 2-in-1 stereo earphones, makes it possible for two persons to listen to music simultaneously. It works with most iPhones, iPod, mp3 players, mobile phones, Blackberry and other portables media players. Released in 2008, Share Buds has become a hit in the US and Apple has added the invention to its product guide. Celebrities in Beverly Hills, California and Hollywood have responded positively to the product. It has also been featured on Channel 5’s the Gadget Show Road Trip Special in the UK.

For it to get to this stage it took Ojikutu a year to design the gadget, which involved research and development, focus group and the final prototype. It is a very simple solution to everyday challenge.

However, it would change the way people listen, share and interact with their favourite music, iPods and other portable digital devices. According to Ojikutu, Oprah Winfrey and Bono inspired the invention while the two celebrities shared one pair of headphone during the launch of Apple’s product in Chicago.

Ojikutu was sure these celebrities were not getting the full benefit of the stereo quality. While he contemplated that, the idea for Share Buds hit him. Then he went to work. Ojikutu’s invention may not hit you hard. It may not make your heart skip a beat. It may not throw up the country’s name in wild ecstasy. But imagine if Ojikutu has committed an offence, imagine if he were a scammer, imagine if he were a drug baron, then imagine the kind of dirt it would have attracted to Nigeria.

These things go that way. One bad deed, which goes unnoticed or unacknowledged, can do more damage than several good ones. The country’s name has been dragged in the mud for so long it would take more than cosmetic surgery to clean it. It would take more than propaganda to get Nigeria out of this mess.

It would take more than what we are doing now before a Ghanaian or South African agrees to conduct a legitimate business with another Nigerian. He would always think the Nigerian has an unholy motive, whereas, in fact, the Nigerian is legit.

But who can blame the Ghanaian? Who will rid Nigeria of its bad image abroad? Nigeria’s situation is a case of one nation with two different shades of citizens. A scammer. An inventor; negatives and positives. Through the former, Nigeria is painted in bad light. The latter brought glory and positive story to the country. Through the act of the former, 419 have entered global consciousness and it is linked directly to Nigeria.

Now, any Nigerian, clean or not, is perceived as a fraud. However, the inventor may be relatively unknown but his invention would change lives forever. One Nigeria. Two sides. One is ugly. The other is beautiful. One body of water. Two streams. One is hygienic. The other stinks. One nation, two citizens. One is law abiding; the other is a member of Boko Haram sect. Who will rescue Nigeria from this mire?

Brewing giant SABMiller has opened a new brewery in Onitsha‚ South Eastern Nigeria – the company’s first ‘Greenfield’ brewery to be built in the country.

President Goodluck Ebele Jonathan commissioned the new brewery‚ the company said in a statement.

Work began on the Onitsha site in 2011 following an investment of over $100 million‚ making it the largest single investment in Anambra State for almost 20 years. The communities in Onitsha and surrounding towns stand to benefit significantly through the creation of employment and through indirect commercially-related activities and support services.

Immediate direct job creation sees 180 local people employed‚ with that number increasing to approximately 450 as production volumes grow. Local raw materials such as sorghum and maize will be used where possible supporting the local economy and the government’s efforts to eradicate poverty and create jobs, SABMiller said.

The new brewery has an annual capacity of up to 500,000 hectolitres. The new brewery has commenced the production of a new lager brand, Hero which will be among several other brands that will roll out from the Onitsha plant. Other brands lined up for roll out here are Trophy Lager‚ Grand Lager and non-alcoholic malt beverages Grand Malt and Beta Malt.

Mark Bowman‚ Managing Director of SABMiller Africa‚ said: “Over the past five years we have invested over $1 billion in Africa. Today’s opening is an indication of our commitment to increase our capacity further and to consolidate our position on the continent while contributing positively to the local communities in which we operate.”

The Onitsha brewery brings SABMiller’s total number of sites in Nigeria to four‚ having first entered the market in 2008 through its strategic alliance with the French Groupe Castel, which bought majority stake in International Breweries Plc, Ilesa. SABMiller bought Pabod Breweries, Port Harcourt and Standard Breweries in Ibadan, the companies it used for soft landing.

According to industry pundits, Nigeria is Africa’s second largest beer market and is growing at around six per cent a year. However‚ average per capita consumption is still relatively low at around 10 litres per year, which compares to an average of around 60 litres in Africa’s largest beer market‚ South Africa.

In furtherance of its commitment to supporting local develop-ers Ecosystem, global phone manufacturer, Nokia has organised an advanced Java training for its key developers and partners in Nigeria and Ghana. The two-day intensive training, which held at Co-Creation Hub on the 20th and 21st of September focused on utilising the latest developer tools for 40 key developers to encourage them to develop applications for the new Nokia Asha Full Touch devices.

Mr. Tony Torp, a senior lecturer of software engineering at Tampere University of Applied Sciences, Finland conducted the theoretical and hands on training, which focused on developing the participants’ skills and current applications.

As part of the training, Torp also led a workshop for six potential Nokia Certified trainers from Nigeria and Ghana with the goal of certifying the trainers to be part of the official Nokia trainers network globally.

Speaking at the training, Head, Ecosystem and Developer Experience, Nokia West Africa, Mr. Teemu Kiijarvi, expressed Nokia’s delight in being able to bring a global top talent to Nigeria to support local developers in improving their skills in mobile app development. Nigeria, he said, has a thriving and growing mobile software start-up scene with a lot of potential for growth. He stated that the company will through the workshop and other initiatives like Nokia/Co-Creation Hub Growth Academy; continue to provide support to Nigerian developers and ICT companies.

 ”We are also extremely delighted to start the process of certifying the first West African Nokia trainers. Our goal is always to find and collaborate with the top local talents and by finding these certified trainers we have much wider developer training support network in the region. Through the process the selected trainers will become part of Nokia’s global trainer network and they will get access to materials and tools available only for selected partners. They will also get early access to the latest Nokia developer tools and devices. This is an extremely important moment for us and we have been working long towards this moment,” he said.

Also at the training, Ernie Ofori, one of the six selected potential Nokia-certified trainers described the Growth Academy program as a novel accelerator programme in Nigeria which will build the capacity of Nigerian technology start-ups to create world class applications that will meet the real needs of Nigerian consumers.