The Nation Newspaper

Category: Brand week

  • Ugwuanyi unveils online communication with residents

    To facilitate two-way com-munication with residents and stakeholders in Enugu State, Governor Ifeanyi Ugwuanyi has launched an online engagement platform, MY STEWARDSHIP, which is accessible via www.mystewardship.ng.

    The unveiling, he said, was part of his strategy to run a government that actively courts citizen participation and community engagement in the day-to-day runnung of the state.

    According to Ugwuanyi, the platform would not only enable him to share information with stakeholders in the state, but create a “Thought Leadership” platform for policy communication, governance, agenda setting and engagement between the Governor and citizens of the state on how best to move it forward.

    The governor stated further that the platform would provide a space for all those with ideas and useful suggestions on how best to manage the resources of the state for the good of all to share what they have and directly influence  policies, activities and direction of government.

    According to him, the digital ecosystem has become a veritable tool for governance.

    “We are in the age of ideas and the world of Internet has provided a critical enabler for citizens to express themselves freely and willingly on issues of state resource management and value allocation.

    “As a government, it has increasingly become clear to us that we need to engage the people much more robustly to ensure we filter the best of ideas, views and opinions if we want to be remembered by history for all the right reasons. That is why I have decided to launch this platform,” he said.

    The governor added that his administration “wants to reach out more often to the people, and enable them to understand better how the state is managed and create a pipeline of information exchange that will enrich policy issues and create fertile grounds for people oriented programmes through wider citizen participation”.

    He admitted that his government has learnt so much from the internet, especially the Social Media, and promised to leverage the new platform to even deepen conversations with citizens and stakeholders.

    Ugwuanyi said it gives him fulfilment seeing the robust discussions and expressions of views by citizens on the social media, adding that the time had come for harnessing of ideas and the people behind them into a community for ease of harvest and articulation into state policy.

     

  • Alcatel boosts distribution ahead of anniversary in Nigeria

    TO restrategise in the face of market realities, Alcatel has met key partners and distributors to address some marketing distribution and trade challenges as the brand moves into its second year of business in the Nigerian market.

    The meeting saw distributors, retailers and telecoms operator partners review the past year and get a feel of what to expect in the coming year.

    Alcatel’s Regional Director for Nigeria and Central Africa, Nick Imudia, said: “It is with great pleasure that we welcome our partners, who have contributed immensely in helping us achieve our goals for the Alcatel brand in Nigeria. We are proud to inform you that one year down the line, Alcatel is growing to be the smartphone brand of choice in Nigeria, and we are continually delivering on our promise to make premium experience affordable to our customers.

    “As Alcatel, we strive to innovate and differentiate ourselves from our competitors by giving consumers extra features that not only set them apart in terms of design and style, but also helps them achieve more in their daily lives. Some of these features include the DJ feature on the Alcatel Pop Star and the finger print recognition on the Alcatel Pop 4s, which allows you to lock individual applications with your finger. At every price point we offer a lot more for less.”

    Also, the brand’s Sales Manager, Nigeria, Adeola Awesola, took the partners through product demonstration session where special features of the devices in the market were highlighted.

    He also gave the partners an insight into Alcatel’s technological and product direction for the coming year.

    Partners at the forum included  Airtel, MTN and Smile Networks, while distributors and retailers included TD Mobile, Midcom, and Slot. Others included Dallas, Kolia Angel, Something Else, and JJ Phones.

    McDorsey Limited, official care and after-sales partner for Alcatel in Nigeria, attended the event to assist partners to understand the care structure Alcatel has in place.

     

  • Hollandia rewards consumers

    Chi Limited has rewarded winners of the just-concluded Hollandia Yoghurt ‘Colours of Goodness’ social media promo.

    At the prize presentation, which held recently, several prizes, including Smart Phones, Tablets and packs of Hollandia Yoghurt were handed over to winners of the social media contest promo.

    The participants, who  expressed their views,  said the gifts were a bonus to the satisfaction derived from consuming the product.

    One of the lucky winners, Victoria Damilola Thomas, who smiled home with a Samsung Galaxy Smartphone, said: “I am excited to know that I am now a proud owner of a  Samsung Galaxy Smartphone, courtesy of Chi Limited. The Hollandia Yoghurt ‘Colour of Goodness’ contest has made me feel the goodness within and given me an opportunity to flaunt it outside.”

    The promo required consumers to like the Hollandia Yoghurt Facebook-page and follow the brand’s Instagram and Twitter handle. They were also urged to post creative photos of themselves with three packs of the new Hollandia Yoghurt, using the hashtag ‘#Coloursofgoodness’.

    The Head, Marketing of the firm, Probal Bhattacharya, said: “The Hollandia Yoghurt ‘Colours of Goodness’social media contest is our way of creating a platform for millions of our consumers to showcase their ingenuity and get rewarded for doing so. For consumers who are eager to feel the goodness of Hollandia Yoghurt within and also flaunt the brand’s goodness outside, the Hollandia Yoghurt ‘Colours of Goodness’ contest provides the best opportunity.”

     

  • Banking on soccer fans for brand penetration

    Banking on soccer fans for brand penetration

    As brands gasp for breath in the economic recession, Nigerian Breweries Plc is promoting its premium brand, Star Lager, to boost sales. It has signed deals with five leading football clubs in Europe, writes ADEDEJI ADEMIGBUJI.

    It is one of the biggest shocks in the marketing industry. In two weeks, Nigerian Breweries (NB) Plc made two major marketing decisions that cost millions of dollars.

    The first was an announcement of its Star Lager beer as the official beer of the Nigerian Football League. The leading brewer also last weekend brought five leading European football clubs to  Eko Hotel in Victoria Island, Lagos, to sign on its premium lager beer, Star, as the official beer of the clubs with opportunities to tap into the larger fan base of the clubs in Nigeria, which is over 20 million.

    The clubs are Arsenal, Real Madrid, Juventus, PSG and Manchester City.

    Nigerian Breweries, The Nation learnt, is eyeing marketing to boost sales in the face of the recession which has affected marketing.

    By capturing the local and European league fans, the deal is expected to deliver weekly exposure to the brand during the matches. Banking on Nigeria’s share of viewership and fan base of the European clubs, The Nation checks show that Star Lager is expected to hit more than seven million fans of the clubs.

    Acording to an analysis, Nigerian fans account for 25 per cent of Arsenal FC global fans, which  Marketing Week. Centaur Media Plc put at 100 million worldwide – the third largest team in terms of fan base.

    Also, Real Madrid’s supporters are estimated by ESPN, a sports media, to be 450 million worldwide with followership among Nigeria’s La Liga-fans, the club’s Director of Institutional Relations, Emilio Butragueno said.

    Other clubs, such as Manchester City FC, Juventus, and PSG, that have adopted Nigerian larger brands, also boast of followership in Nigeria.

    With Star lager beer endorsed as the official beer of the clubs, brand analysts said it had taken a big leap in its drive to play competitively with other global brands. NB’s Marketing Director, Franco María-Maggi, explained that the deal would support a positive fan culture with a unique experience.

    He said: ”STAR is one of the most committed football supportive brand in Nigeria. The people are very passionate about football and we could only think of a better way to reward fan experience through these partnerships. It is our resolve to continuously provide engaging and broad activities of events for the millions of dedicated football fans of these clubs.”

    He said the deals bestowed on Star the rights to promote Real Madrid, Arsenal, Juventus, Manchester City and PSG to millions of fans across Nigeria.

    He added that it would give access to images and content from the clubs with an opportunity for Star to brand its bottles with the logos of these clubs.

    Also, the Portfolio Manager, National Premium, Nigerian Breweries Plc, Tokunbo Adodo affirmed: “We have a culture of affinity with the sports that has spanned several decades. This stands Star in good stead as a worthy partner by these global football brands.’’

    The brand has been commended for supporting local league, thereby dousing the an unwarranted craze for foreign football by soccer lovers.

    League Management Company, Shehu Dikko Chairman, said: “We are excited about the partnership with Star, and hope to achieve more from this relationship especially with the support of all stakeholders involved. Having Star as a major partner will certainly be the key to a bright future for the professional football league in Nigeria.”

    Meanwhile, during the unveiling of the deals, NB introduced bottles of Star labelled in the official emblems of the clubs.

    It also endorsed players, such as J. J. Okocha, Ken Nwankwo, and Tijani, who played for some of the foreign clubs, such as PSG and Arsenal FCs.

    Kelechi Promise Iheanacho of Manchester City FC and Alex Iwobi of Arsenal were also in a documentary with their team-mates welcome Star Lager as the official beer of the leagues.

  • Ribena’s ‘Back-to-School Scholarship’ promo opens

    As pupils get set for a new school year, Ribena has launched its ‘Back-to-School Scholarship’ Promo.

    Specially designed to reward kids, who buy Vitamin C enriched drink, the promo, allows consumers to participate, with children as the key beneficiaries.

    The promo, which kicked off on August 25, offers 250  children the opportunity to win N100,000 worth of scholarships.

    To enjoy this offer, new and existing consumers are expected to buy a carton of Ribena 150ml, search the carton for a Smarty Berry Sticker with the winning code. They are required to send the code behind the scratch panel to 65432 for verification, which makes them win the scholarship, if lucky.

    The firm’s Brand Manager, Mr. Essien Ekemini, said the back-to-school period entailed pressure as the financial requirements for most parents were heavy.

    ‘The Ribena Back-to-School Scholarship’ promo was borne out of our desire to support kids to resume school with utmost excitement as we believe the cash scholarship will go a long way in ensuring they are fully ready for the new academic session. The promo also aims at thrilling these young consumers as Ribena continues to enrich the children with its bursting goodness,’’ he said.

  • Sosaco launches Jago Gold milk

    Sosaco Nigeria Limited has launched a new Jago Gold full cream and new brand identity for its flagship brand JagoD’lite.

    The firm also unveiled a thematic campaign for the new Jago Milk TVC tagged “Get Set Jago”. It aims at aiding the consumers’ winning mentality.

    Speaking at the launch on Saturday, Sosaco Nigeria Limited Chairman, Mr. Francis Ogboro, explained that the new Jago Gold cream milk powder offering is an answer to the clarion call sounded by Jago’s loyal customers.

    “With the introduction of new Jago Gold, Jago milk now has an offering for all segments of the packaged milk powder industry and affords our beloved consumers an opportunity to experience full cream instant whole milk powder like never before’’ he said.

    Sosaco Nigeria Limited Managing Director, Mr. Shailesh Kumar, who said Jago as a brand would continue to address the needs of its consumers who come from all segments, said: “All our products are focused on all round nourishment and exceptional taste which is why they are fully fortified with Vitamin A, D3, contains essential Vitamins and Minerals to boost healthy growth.

    ‘’This is just another milestone towards our commitment to deliver a wide range of quality products to the consumers.”

    He further said more quality products would be launched under the Jago umbrella in the nearest future. Mr. Shailesh Kumar said  Jago milk products give its consumers a healthy start to the day, thereby helping them to bring out their best in line with the new Jago brand tagline, “For the Winner in You”.

  • Democratising content: The GOtv example

    Democratising content: The GOtv example

    GOtv will celebrate its fifth anniversary in the pay TV market in October with the launch of TV Wey Go Totori You, and TV That Gets You campaigns. The firm says the campaigns are aimed at making access to quality contents easy, writes ADEDEJI ADEMIGBUJI.

    The Pay TV market has witnessed growth in the last two decades, despite the presence of few players.

    Nigeria is ranked as the second biggest after South Africa with 14.5 per cent of the continent’s total market share. The quality of contents being offered by the players has attracted more Nigerians to pay TV service, even as the Federal Government’s digital migration programme is on course.

    With terrestrial stations becoming an old fad, the switch to digital broadcasting has also accelerated growth. The top five pay TV markets account for 65.4 per cent of total African pay TV subscriptions, says Dataxis, a research firm. These are SA (35.8 per cent), Nigeria (14.5 per cent), Angola (6.5 per cent), Tanzania (4.4 per cent) and Kenya (4.2 per cent).

    Growth in the pay TV subsector in Africa differs. This is based on various factors, such as terrestrial free-to-air network penetration, deregulation of the terrestrial free-to-air market, competition in the terrestrial free-to-air market, electricity supply, and affordability. But with the entry of GOtv, a brand  of Multichoice Nigeria, owners of DStv, five years ago, analysts said the floodgates of competition for the low-end market have opened.

    While DStv is seen as a premium brand, playing in the high-end market where it’s being accused of monopoly, the entry of GOtv is seen as a move that has widened the offerings of the parent company in Nigeria. Unlike DStv, which is satellite-based, GOtv is a terrestrial digital TV service, which offers subscriber service without a dish and ceremonial installations, leading to reduced cost.

    In the beginning

    The entry of GOtv into the market came at a time pay TV subscribers were yearning for new pocket-friendly offerings. With DStv carving a niche for itself, positioning as a premium brand with appeal to the affluent, middle class, StarTimes came, appearing to be competing at that level before it became obvious that it was all out to mop-up the low-end market. Hence, GOtv came into the market in 2011 to jostle for the grassroots market where StarTimes was beginning to explore when it could no longer play with DStv. Hence, GOtv chose Ibadan, the Oyo State capital as the kick-off battle ground to create a bond between the brand and grassroots market.

    Choosing a familiar path like StarTimes, the pay-TV service offered subscribers an offering that requires no satellite dish and installation razzmatazz except a decoder, a grid antenna with a positioning statement: “A low affordable digital television service, offering the greatest selection of local channels, made in Africa for Africans as well as the best international channels.”

    However, the use of GO as an entry message, according to brand reviewers, was strategic. “From the beginning, the message was simple; it was GO … a clarion call to GO… get a digital decoder and join in the digital migration, enjoy crystal clear pictures  and sound,  as well as enjoying quality entertainment at an affordable price,” the analysts said.

    One major plus for the brand was that it played a pioneering role in digital migration from inception.  It was the first to launch the approved DVB-T2 decoders in Nigeria in 2011. It was also the first DTT pay-TV to carry radio channels on its platform – Wazobia FM and Naija FM 102.7.

    Knowing where HiTV and StarTimes had failed to satisfy Nigerians in customer services, promoters of GOtv began operation with door-to-door customer service scheme, tagged GOtvSabimen. They also started an empowering scheme for youths through the GOtv Canvasser Scheme as well as supporting the development of sports in Nigeria.

    Another step the firm took to penetrate the market was the revival of professional boxing through the GOtv Boxing Night launched in November 2014. So far, eight of such events have been held. In the same way, the brand has consistently sponsored a grassroots football club – Ikorodu United FC.

    Three years after, the brand had become a leader in the DTT space, with many subscribers attesting to  its companionship and choice channels which they enjoyed with family and friends. That GOtv is ‘more than entertainment’ led to a brand refresh, hence the change in pay-off and re-naming of the lower-tier bouquet from GOtv to GOtv Value.

    GOtv campaigns: TV Wey Go Totori You, TV That Gets You

    Since it announced plans to celebrate its five anniversary, the brand has launched campaigns with a theme, TV That Gets You. The  theme reveals various offerings, where it enhances its brand essence in the market. For instance, the campaign’s sub-themes: TV That Get You Glued captures contents related to kids entertainment, such as, Nickelodeon, Disney Junior, JimJam among other; TV That Gets You Savings & Enjoying stating various affordable bouquets such as GOtv Plus (over 38 channels at N1800 per month), and GOtv Value (over 27 channels at N1200 per month), and recently launched GOtv Lite (over 20 channels at N400 per month), hence, opening access to Supersports Channels, African Magic, TVC NEWS and some other channels, which subscribers of its premium DStv brand enjoy depending on the package chosen. GOtv recently launched the GOtv Lite package as part of celebrating fifth year anniversary. The GOtv Lite package aka ‘Small Pepper’ is currently the most affordable pay-tv package in Nigeria. The new package offers over 20 carefully selected international and local channels and it gives customers the flexibility to choose one of three payment options; N400 monthly, N1050 quarterly or N3100 for one year.

    The GOtv Lite channel lineup includes: Afro Music Pop, Al Jazeera, e.TV, FAITH, Islam channel, JimJam, AIT, LTV, MITV, ONTV Max, TVC Entertainment, TVC News Nigeria, Channels, Trybe TV, STV, Wazobia TV, Galaxy TV and NTAi. Subscribers to the GOtv Lite package will also be able to access two audio channels namely, Naija FM and Wazobia FM.

    MultiChoice Nigeria Managing Director, John Ugbe, said: “As a customer-focused organisation, we understand that subscribers’ needs are not all the same, and their economic might differ, as such we have introduced GOtv Lite to cater for the down market. GOtv subscribers can now pay less to enjoy more. As GOtv celebrates five years of enabling thousands of households join in the digital television revolution, we are giving our subscribers more choice.’’

    Besides the launch, the brand handlers also unveiled a new brand identity for GOtv to reposition it as a brand that cares under the market realities.

    The choice of the creative, however, was informed by the need to connect with its customers using pigin English to charm the low-end users of pay TV brand and played on understanding their pockets to offer their desired contents, such as sports, entertainment, and other information irrespective of age, sex and education.

    Five years on

    As the brand celebrates its sojourn in the tough market, its audience spread over 50 cities in 24 states and the Federal Capital Territory (FCT). Looking into the future, the General Manager, GOtv, Akinola Salu said: “Football gets our subscribers ‘GOgetters’ bonding, jumping and hugging, the cartoons get GOkids laughing and learning and the telenovelas get GOgetters bonding and glued to their screens.”

    He added that the religious content gets GOgetters lifted, praising, while the music content gets GOgetters dancing. All these, according to him, was the company rolled out new campaigns to capture these emotions.

    With a promise of more channels, same great digital quality and the best content available on DTT, the future appears bright for the brand and great challenge for competitions.

    Value of the Pay TV market

    Nigeria boasts of over 17.85 million TV households with a penetration of 56.6 per cent. Almost 85 percent of the TV households only access Free-To-Air (FTA) terrestrial services. Around 14 TV broadcasters compete with National Television Authority (NTA) while only 2.05 PayTV subscribers at the end of 2014, with DStv accounting for 47.7 per cent.  At the end of 201, net TV advertising was $92.7 million. The major players are ACTV, MultiChoice’s DStv, Startimes and CONSAT,which increased the competitiveness of the cable TV market. Others in the industry are Metro Digital, Montage Cable Network, Mytv and Trendtv.

    While the market continues to expand, observers believe that quality contents and affordability will continue to engender growth, especially as customers are more price sensitive in the tough economic milieu.

  • ‘No Fighting’ campaign ‘ll deepen insurance’

    African Reinsurance Corporation (AfricaRe) ‘No Fighting’ campaign is to  sensitise the public on the benefits of insurance policies.

    Unveiling the campaign at its head office in Lagos, the firm’s Deputy Managing Director and Chief Operating Officer, Mr. Ken Aghoghovbia, said the campaign was imperative since many Nigerians still dìd not take insurance policies.

    He said in spite of Nigeria’s huge population, insurance penetration remained very low.

    According to him, while insurance penetration rate is 0.3 per cent in Nigeria, of about 12 million vehicles on the roads, only 4.3 million have genuine insurance certificates.

    Reiterating the corporations’ resolve to foster the development of the insurance and reinsurance industry in Africa, Aghoghovbia expressed the hope that the campaign would go a long way in educating Nigerians on the benefits of policies.

    “The campaign aims at developing an integrated behavioural change to enhance the effort made by the National Insurance Commission (NAICOM) and the Nigerian Insurance Association to bridge the knowledge, experience and perception gaps in the nation’s insurance market.

    “AfricaRe decided to invest in creating awareness about the insurance industry because there is a dearth of knowledge among the general populace,” he said.

  • Institute inaugurates electoral committee

    The National Institute of Marketing of Nigeria (NIMN) has inaugurated a four-man electoral committee to supervise the electoral process that will usher in a new council in November.

    The President and Chairman of Council, Aare Ganiyu Koledoye, disclosed at the institute’s head office in Lagos. According to him, the committee is to ensure fair-play in the election.

    Koledoye said one of the resolutions of the outgoing council was a regulatory frame-work that would ensure fairness for everyone, who aspired to contest in the elections.

    “In the last four years, we have been able to achieve that. We’ve succeeded in removing hooliganism and tantrums from our electoral process. Today, the process is now more organised and transparent, with the rancours always associated with such elections in the past, gone forever,” he said.

    Koledoye debunked insinuations in some quarters that he would run for another term, saying he would not vie for a second term.

    “I decided not to run because I had seen the difficult times of the institute, and now that the institute is experiencing a new phase, I do not want to be part of the problems,” he said.

    However, the chairman of the electoral committee, Adeola Oladele, an engineer,  stated that the call for nominations for the elections, scheduled for November 18,   commenced on Tuesday, August 30, assuring that attempts would be made by the committee to sensitise members of the institute to fully participate in this very significant event on the institute’s calendar.

  • Group to create jobs for 6 million youths

    In advertising school, O2 Academy, is targeting about six million youths for training in advertising and marketing communications.

    Having trained 5000 youths in less than 10 years of its establishment, many of whom, it said, are employed in advertising agencies across the country, the Chief Executive Officer of the academy, Ozone Mbanefo, said it was very easy to realise the target.

    Mbanefo said there were plans to establish branches of the academy across the country.

    He spoke during the graduation of students of the academy in Lagos. He said the academy engaged  students on four-month intensive advertising and marketing communications training.

    “We create this graduation to showcase students’ works and we invite industry experts, who want to employ them to come and have a look at their works and of course, get them employed,” he said.

    The Managing Director, Creati-vexone, a brand management consultant, Doyin Adewunmi, described the academy as a veritable platform for enhancing industry performance, urging stakeholders to be passionate about it.