Category: Brand week

CHI Nigeria Limited, makers of Capri-Sonne natural fruit juice has unveiled a reward campaign for kids tagged: “Capri-Sonne School Surprises Offer”. The offer comes with several free gifts.

The gifts are wrist watches, flash lights, pouches, colour pencil cases and many more packed inside every carton.

The campaign also has an extra bonanza option, where customers submit Capri-Sonne flaps to stand the chance to getting a free jumbo crayons and water colour boxes.

The campaign will be supported with a television campaign, outdoors and an activation program where the Capri-Sonne team visit schools across Nigeria.

A statement from the company said: “The campaign is expected to be a big success with a win win situation for our target audience as well as for us. This campaign will help in inducing trials and thus getting new consumers into our consumer set and of course, kids are going to love the exciting gifts that will come with Capri-Sonne. From a Marketing perspective, this campaign will be supported with a 360 degree push and will definitely help in re-enforcing market leadership position as a kids juice brand.”

You name it. Shoprite, KFC, Game, Spar; all these retail giants and more have landed in the country and are doing good business. These global brands have become stores of first choice for many consumers. In this report, Associated Press (AP) examines these brands’ contributions to their host country’s economy.

Inside this 1950s-style American diner, waitresses softly sing along to Aretha Franklin as they sling hamburgers and whip up milkshakes. The jukebox belts out Ritchie Valens as a customer wearing a Muslim prayer cap and flowing blue robes ambles in.

This isn’t the US, where the kitsch restaurant chain Johnny Rockets has several hundred locations, but Nigeria, where foreign companies have hesitated to invest because of logistical challenges, poor electricity and government corruption.

Now, however, as Nigeria’s middle class grows along with the appetite for foreign brands in Africa’s most populous nation, more foreign restaurants and lifestyle companies are entering the country. And the draw on Nigerians’ new discretionary spending has also put new expectations on providing quality service in a nation where many have grown accustomed to expecting very little.

“It really is impressive to go out to places and see places filled with everybody from all different walks of life,” said Christopher Nahman, the Managing Director at the Johnny Rockets in Nigeria’s largest city, Lagos. “Nigerians are a very inspirational society also. Even somebody who it might be really kind of a burden on them financially, they will still do it to just have that experience.

“It’s very encouraging moving forward because that’s what you need to sustain an economy. … There’s no going back.”

The majority of those who live in Nigeria, home to more than 160 million people, live in poverty. Just more than 60 per cent of Nigerians earn the equivalent of less than $1 a day, according to a 2012 study published by the country’s National Bureau of Statistics. For decades, only tiny sliver of the population either involved in the country’s oil industry or its government roundly criticized for corruption had access to wealth.

The end of military rule in 1999 saw the country’s economy slowly open up, with new professional jobs being added in banks and the rapidly growing mobile phone market. That gave birth to Nigeria’s rapidly growing middle class, whose members earn between $480 and $645 a month and represent nearly a quarter of the country’s population, according to a September 2011 study by investment firm Renaissance Capital.

Over time, those figures started to attract businesses who previously hadn’t been working in Nigeria. In retail, South African firms have flocked into Nigeria, finding places in the new malls being opened around Lagos. MassMart Holdings Ltd., of which Wal-Mart Stores Inc. of Bentonville, Arkansas, owns a controlling stake, has its Game department there. Supermarket chain Shoprite Holdings Ltd., considered a budget grocer at home in South Africa, draws a more-upscale crowd in Nigeria, where most still shop for food in open-air markets.

The market has drawn U.S. restaurant chains as well. KFC, owned by Louisville, Kentucky-based Yum Brands Inc., has seen a rapid expansion across Nigeria, with 17 restaurants opening across Southwest Nigeria. Domino’s Pizza Inc. of Ann Arbor, Michigan, recently had a franchisee open two locations in Lagos as well. Even ice cream seller Cold Stone Creamery of Scottsdale, Arizona, has opened to offer scoops and waffle cones to take the edge off of Nigeria’s sweltering heat.

At Johnny Rockets, which sits on Lagos’ swanky business-hub Victoria Island across the street from a major hotel frequented by foreigners and dignitaries, the restaurant has a velvet-roped waiting area in the parking lot. Inside, the stainless steel kitchen gleams and customers watch, often with open-mouth fascination, as workers dance each hour to “Hippy Hippy Shake” or another classic song.

The menu of burgers, fries and onion rings has the Nigerian addition of jollof rice, a spicy staple of tables throughout the country. Others coming in have followed — including Domino’s, which puts it atop a specialty pizza for the Nigerian market. However, most come for a taste of something different.

That luxury does come at a steep price. A double bacon cheeseburger sells for N3,500, the equivalent of about $22. A vanilla milkshake is N1,800, or $11.25. Yet the service does come with a smile, a song and a bit of spectacle often missing in Nigeria, where customer service can quickly degenerate into exasperated shouts and curses at blank-eyed employees.

“This, obviously, is not an everyday place,” said Mimi Ade-Odiachi, a landscape and garden designer dining there recently with a friend. “It’s a once in a while place, I want to celebrate something small in my life.”

Despite the possible profits, challenges still remain for these companies. Stores must rely on diesel generators for electricity, as Nigeria’s state-run power remains epileptic at best and blackouts can last days. Having adequate supply chains also can prove to be a challenge, as some Nigerian suppliers don’t immediately meet Western standards and backlogs at the country’s major port in Lagos can be weeks at a time. Corruption also remains rampant as government and regulatory agencies, analysts and private businesses acknowledge, making operating legally with proper accreditation even more difficult.

Still, there’s money to be made now and perhaps even more in the future if Nigeria’s economy continues to grow along with a burgeoning middle class looking for an escape from the grind of life in the country.

“People don’t feel like they’re in Nigeria when they come,” said Andrew Nahman, a director at Johnny Rockets. “Not necessarily that they have to get away from Nigeria, but it’s a different experience all together.”

In line with its commitment to continuously reward productivity

and business partnership, Nigerian Breweries Plc made good its

age old promise by rewarding outstanding distributors and transporters that excelled in 2012.

Magulf Enterprise Limited, having sold the required cases of Nigerian Breweries products emerged best distributor for the year 2012.

The company grabbed the coveted award and a brand new Mercedes Benz truck to further enhance their business. The company won the award at an elaborate ceremony tagged: “Our Bond, Our Success,” held at the Eko Hotel and Suites in Lagos.

Ifeoma Chukwuma Nigeria Limited and GN Anyoha and Sons Limited went home with second and third place prizes respectively.

The brewing giant gave out 116 awards in various categories which include: National Volume Champion and Region Volume Champions, Regional Volume Champions who attained minimum of two million cases, Regional Volume Champion who attained less than two million cases, District Champions who achieved minimum of two million cases, District Champions who achieved one million – two million cases, District Champions who achieved one million cases, Millionaire Club (SKDs who achieved above one million cases) among others.

The Consumer Protection Council (CPC), Advertising Practi-tioners Council of Nigeria (APCON), Advertisers Associa-tion of  Ni-geria (ADVAN), Standards Organisation of Nigeria (SON), among others will address consumer’s right violation at a colloquium in Lagos.

Others are National Agency for Food, Drug Administration and Control, (NAFDAC), Nigerian Communication Commission, (NCC) and Nigerian Civil Aviation Authority, (NCAA) through its Consumer Protection Unit, (CPU). The director generals of these reputable agencies have confirmed their participation at the event.

The event comes up on March 15 at Eko Hotel Victoria Island, with the theme: “Consumer Right in Nigeria, the Most Violated? The Role of the Regulators.”

At the just concluded Mobile World Congress, Global phone manufacturer, Nokia, announced plans to extend high-end innovations to more people in more markets with the introduction of four new devices which brings innovation to new price points. These devices include Lumia 720, Lumia 520, Nokia 105 and Nokia 301.

The phone manufacturer also announced that Nokia’s HERE, a new brand of location suite will be made available for non-Nokia phones in the Windows Phone ecosystem. In addition to the launch Nokia also announced new developer partnerships that use Nokia expertise in imaging, location and entertainment to deliver exclusive application experiences. Finally, Nokia and Microsoft are combining their strength in the enterprise sector to bring more business customers to Windows Phone.

While speaking at the world event which saw the participation of more than 72,000 visitors from over 200 countries, President and Chief Executive Officer of Nokia, Stephen Elop said “The momentum behind Nokia is gathering pace. The launch of these devices reflects our commitment to broadening our devices and services portfolio to meet the demands of people and businesses around the globe. By offering better experiences at a more affordable price we are reinventing the battle for affordable mobile devices, and Nokia has to the building blocks to win”.

The Nokia Lumia 720 will be sold at an estimated starting price of EUR 249, while the Lumia 520 is sell starting with an estimated price of EUR 139, the Nokia 105 which would be available in black and cyan will be sold for a recommended price of EUR 15 and Nokia 301 will be sold at a recommended price of EUR 65.

Nokia Lumia 720 and Nokia Lumia 520 expand Nokia’s Windows Phone 8 portfolio

The Nokia Lumia 720 delivers a high end camera performance at a mid-range price point. A large f/1.9 aperture and exclusive Carl Zeiss optics are designed to deliver bright, clear pictures day and night, while the HD-quality, wide-angle front-facing camera makes taking pictures with friends and video calling more enjoyable. The sleek and stylish smartphone comes with the latest high-end Nokia Lumia experiences, including Nokia Music, the HERE location suite, and the option to add wireless charging with a snap-on wireless charging cover.

The Nokia Lumia 720 comes in five colors, with an estimated starting price of EUR 249 before taxes and subsidies. Rollout is planned to start in Hong Kong, Vietnam and Singapore in Q1 2013, before continuing into broader markets in Q2, including China as well as key markets in Europe, Asia, Africa and India.

The Nokia Lumia 520 is Nokia’s most affordable Windows Phone 8 smartphone, delivering experiences normally only found in high-end smartphones, such as the same digital camera lenses found on the flagship Nokia Lumia 920, Nokia Music for free music out of the box and even offline, and the HERE location suite. A four inch super sensitive touchscreen makes for a more responsive and immersive content experience than can usually be found at this price.

The Nokia Lumia 520 comes in five colors, with an estimated starting price of EUR 139, before taxes and subsidies. Roll-out is planned to begin in Q1 2013 in Hong Kong and Vietnam, before expanding broadly in Q2 to markets in Europe, Asia – including China and India – Latin America and Africa. The Nokia Lumia 520 is also planned to roll out in the United States with T-Mobile.

Nokia also announced that following the launch of the Nokia Lumia 920T by China Mobile last year, the world’s biggest mobile operator would bring the Nokia Lumia 720 and the Nokia Lumia 520 to China. Further details on exact availability will be announced in due course.

Nokia 105 and the Nokia 301 add aspirational Lumia experiences to mobile phones

Nokia also unveiled the Nokia 105, its most affordable phone to date, and the Nokia 301, for more affordable Internet and email access, and camera experiences inspired by Nokia Lumia smartphones.

The Nokia 105 is the ideal device for the first-time phone buyer, featuring a bright color screen with clear menus and essentials like FM radio, multiple alarm clocks, speaking clock, a dust and splash-proof, pillowed key pad, and a flashlight. Its durability and up to 35-day battery life also make it ideal for people seeking a back-up device.

The Nokia 105 is available in black and cyan for a recommended price of EUR 15. It is planned to start rolling out in Q1 2013  and is expected to be gradually expanded to in China, Egypt, India, Indonesia, Nigeria, Russia, Vietnam and other markets in Africa, Middle East, Asia-Pacific and Europe.

The colorful Nokia 301 delivers elegant design and a bold color palette, with a fast, 3.5G Internet connection and Nokia Xpress Browser preloaded for up to 90 percent more data efficiency. It is the most affordable Nokia device to offer video streaming and also comes with new smart camera features, inspired by the digital camera lenses on the Nokia Lumia smartphones.

The Nokia 301 is available in cyan, black, magenta, yellow and white for a recommended price of EUR 65. It is planned to start rolling out in Q2 2013 and is expected to be available in more than 120 countries in Africa, Asia-Pacific, Europe, India, Middle East and Latin America.

Nokia Conversations has more on the Nokia 105 and Nokia 301.

HERE expands its reach

Nokia also announced that while HERE, its new brand for location experiences, will continue to offer first and best experiences on Lumia, HERE Maps, HERE Drive and HERE Transit would become available for non-Nokia Windows Phone smartphones in selected markets.

The new HERE Maps comes with the integration of LiveSight™, Nokia’s set of augmented-reality technologies. LiveSight™ uses “sight” as a fundamentally new way to discover and navigate the world, recognizing what people see through their phone’s camera and layering that view with relevant, place-based information. LiveSight™ also powers Place Tag, a new digital lens introduced for Lumia today. Combining Nokia’s unique capabilities in location and imaging, Place Tag adds location stamps to photos with relevant information about pictured places.

Nokia Conversations has more on the HERE news.

Developers gain access to exclusive Nokia technology

Nokia announced that with more than 130 000 applications now available on Windows Phone, it is opening up its APIs in imaging, location and music to encourage developers to build unique and innovative application experiences for Lumia. New apps from Burton, GoPro and FourSquare are already taking advantage of these opportunities, while Nokia announced a new cooperation with Dreamworks Animations SKG. The partnership will see Dreamworks developers use Nokia APIs to deliver rich, interactive entertainment experiences, exclusively for Nokia devices, starting from the second half  2013.

Nokia and Microsoft sharpen focus on business customers

Finally, Nokia and Microsoft are sharpening their focus on bringing business customers from competitor platforms to Windows Phone using the combined strength of Windows Phone 8 and the popular appeal of Nokia Lumia smartphones. In addition to announcing recent business wins, Nokia confirmed operators including Everything Everywhere, Elisa, Orange, Telstra and Vodafone are ranging Nokia Lumia smartphones as their business hero devices.

Over the years, manufacturing companies have contributed significantly to the growth and development of the Nigerian economy. RAJI ROTIMI SOLOMON writes on some of these contributions.

Over the years, brands and their parent companies have succeeded in building the economy of their countries and foreign hosts.

This is possible because of the profits the brands make, employment opportunities they generate for citizens and Corporate Social Responsibility (CSR), including provision of electricity, roads, pipe-borne water and manufacturing plants.

Such is the value they add to natural economy that the companies are really supported by the host countries in period of economic adversity.

Between 1998 and 2007, Nokia contributed a quarter of Finnish growth rate and in the early part of the 21st century it employed more than 24,000 people. In a country where only natural resources are its vast forests, Nokia succeeded in putting Finland on the world map. It is the first phone manufacturer to own a care centre in Nigeria.

The company also partnered with the Lagos State government to implement the house-numbering project.

That is why Nokia users have access to a detailed offline map of Lagos State. They connect with their consumers, sell more with the new improved application that provides detailed offline map. Yet, Nokia has no manufacturing or even assembly plant in Nigeria.

Among many Chinese companies, Huawei has distinguished itself as a telecommunications’ equipment manufacturer. Today, it is the largest telecoms equipment manufacturer.

In 2010, the company announced a net profit of over $3 billion. In addition, Huawei runs a training facility in Abuja, where people are being trained. This facility is the first of its kind in West Africa.

Samsung Group, which has about 80 subsidiaries with Samsung Electronics as its main firm, is responsible for 20 per cent of South Korea’s Gross Domestic Product (GDP). Samsung has a care centre in Nigeria for the servicing, repair and maintenance of its products. In partnership with the Lagos State government, the company also owns a Technical School in Ikeja, Lagos.

After training, however, beneficiaries still have to go hunting for jobs. In effect, its impact on alleviating unemployment in the country is minimal. If Samsung had a manufacturing plant, the students would have qualified to work there since they already have the technical-knowhow.

For instance, Nestlé—the consumer-goods company—contributed 15 per cent of Switzerland’s GDP in 2012. It has a vibrant Nigerian subsidiary with a functional manufacturing plant that employs many Nigerians. It has just opened a multi-billion centre in Agbara, Ogun State.

Guinness storehouse, the home of Guinness, welcomed over one million visitors last year and served as Ireland’s major international major tourist attraction.

Guinness Nigeria owns a manufacturing plant in the country and undertakes many CSR projects in the community.

Coca-Cola has over 90,000 employees across more than 200 countries; it contributes immensely to the economy through the employment of many peopl

e and execution of projects spread across communities.

With Toyota as its spearhead, Japan’s automobile industry contributed 10.5 per cent growth to that country’s economy in 2009. It has more than 300,000 employees with the majority being Japanese. Toyota has no manufacturing or assembling plant in Nigeria, yet it is the top selling automobile in the country. Same goes for Germany’s Mercedes Benz.

Every year, Nigeria churns out graduates in their thousands from different universities with no assurance of employment. Yet, different foreign brands have turned the country into a cash cow.

It is projected that the sales of smartphones in Nigeria would hit N900 billion by 2015, yet unemployment is at its all-time high, crime in increasing and government is complacent in tackling the malaise.

These companies have defended their corporate actions. They are shortage of electricity as a crippling factor. The cumulative effect of the staggering cost of generating power in Nigeria is a substantial increase in the cost of production, which means that the goods produced are more expensive than expected.

Setting up manufacturing and assembly plants should serve to help cut costs for manufacturers since it would mean a reduction in overhead costs such as transportation.

But when weighed against the astronomical cost of generating power in Nigeria, locating plants outside the country seems a more logical and cost effective choice. The recent spate of insecurity in the country, has served as a further encumbrance as far as this goal is concerned. Would Nigeria continue to be a dump site for these brands? Who is to blame for this misfortune – the government or the companies?

A Professor of Economics, Makinwa Olusegun, said: “A nation that would grow must first of all grow its manufacturing sector, encourage foreign investors to build their manufacturing plants in the country. Countries such as India grew like that. If we continue to be consumers and not producers, we would end up being stagnant and may not be able to cope with the level of unemployment that would hit the country in another 10 years.

“The government should first of all create an enabling environment for local brands to grow, and also for foreign brands and investors; make importation almost impossible and make foreign companies see the cost effectiveness of stabling their either manufacturing or assembly plant in the country.

“For example, many companies are running to Ghana to produce and then come to Nigeria to sell. They sell 90 per cent of what they produce in Ghana here, that fact is quite unnerving. This would surely continue if it does not get worse if the government doesn’t do anything about it on time to salvage the crisis,” he said.

Sponsorship has become an acceptable marketing tool for many organisations to position their brands for optimal gain. The concept is fast gaining ground as one of the most sought after leveraging platforms used for consumer engagement, writes WALE ALABI.

For firms, sponsorship is a window of opportunities. It enables them to unlock potentials and broaden their horizon.

Many organisations have exploited it to sustain customer loyalty, win new prospects by encouraging trials, and ultimately gain and heighten brand visibility. The truth is obvious. Firms are aware of the leveraging potentials of sponsorship! That is, its ability to create significant opportunities for distinct marketing and competitive advantages, as well as showing support of the event.

Amstel Malta partnered Africa Magic Viewers’ Choice Awards (AMVCA) as the programme’s headline sponsor. The connection is, however, not far-fetched. Amstel Malta’s payoff is “Be The Best You Can Be”. The AMVCA, going by the name, obviously seeks viewers input in the quest to seek the very best of movies/actors in various categories.

The Marketing Manager, Non Alcoholic, Nigerian Breweries Plc, Mr Tokunbo Adodo, described the partnership as timely. He said: “Amstel Malta is a brand that inspires individuals to be the best they possibly can at everything. What better opportunity to anchor that value than a gesture that is aimed at giving back to people who have indeed worked very hard in our very own continent.” He aired his views at the nominee event ceremony where various nominee actors and movie categories were revealed.

Amstel Malta is also proud to have produced a Nigerian actor who is also a nominee for this year’s event. The brand congratulated Okechukwu Chukwudi Ukeje on his nomination for the maiden edition of the AMVCA. Ukeje, a former winner of the Amstel Malta Box Office (AMBO) reality TV show, is a nominee in the ‘Best Actor In A Drama’ category for his role in the movie Two Brides And A Baby.

Ukeje is, however, up against Fabian Adeoye Lojede and Kenneth Uphopho for their roles in Jacob’s Cross and Down & Out respectively. Also nominated in the same category are Edward Kagutuzi for Mirror Boy and Jafta Mamabolo for his character in Otelo Burning.

Ukeje attained national prominence when he emerged winner of the 2007 edition of the Amstel Malta Box Office. This earned him a lead role in the movie, White Waters, for which he won the highly coveted ‘Best Upcoming Actor’ award at the 2008 edition of the African Movie Academy Awards.

Mrs. Owotomo, described the actor’s nomination as an affirmation of his acting prowess. She said: “O. C Ukeje first shot to limelight when he won Amstel Malta Box Office in 2007; and this earned him the lead role in White Waters, for which he won Best Upcoming Actor at the African Movie Academy Awards, for his splendid performance in the movie. His recent nomination for the AMVCA for his lead role in ‘Two Brides And A Baby’ is a confirmation that he is indeed one of Africa’s best. As the Headline Sponsor of the AMVCA, Amstel Malta, is proud to have produced such a world-class actor.”

According to her, at the core of the Amstel Malta brand is the conviction that everyone has what it takes to be the best. She added that the brand believes in providing platforms that give opportunity to young talented individuals to excel and be their best.

The partnership between Amstel Malta and AMVCA is to reinforce the brand message of “Being the Best You can Be” by recognising and celebrating exceptional, world-class talents in African entertainment.As the first and only premium low sugar malt drink in the country, the Amstel Malta brand is proud to be a part of the first ever AMVCA as it continues to refresh its consumers with its unique low sugar formulation. This unique partnership will enable the best in African entertainment and Nigeria’s number one low sugar malt drink to showcase the best of young talented Nigerians, and inspire the future generation to be the best they can be.

The AMVCA will hold on March 9.

While voting commenced for the viewing audience on January 28, it closes at midnight CAT on Sunday, March 3. Viewers can vote via SMS, WAP and also via the Africa Magic website (www.africamagic.tv).

Amstel Malta has also chosen to engage its audience via social media. The premium low sugar malt drink from the stable of Nigerian Breweries Plc., launched a series of consumer engagement activities for the maiden edition of the AMVCA.

The series of unique campaigns are geared towards connecting Amstel Malta’s target audience with the first edition of the viewers’ choice awards; thereby enabling them to win tickets to the event as well as other fabulous prizes.

The ancillary scheme activities are tagged ‘Name & Match’, ‘Do You Know Your Stars’ and Amstel Malta Video Awards; and all campaigns would be driven via Amstel Malta’s social media platforms. For the ‘Name and Match’ campaign, Amstel Malta’s target audience would be required to predict which actors would emerge winners from the categories recently revealed by the AMVCA nomination panel. They would then match the actor with a word representing the attribute he/she shares with the Amstel Malta brand.

‘Do You Know Your Stars’ is a three-stage game which entails an individual matching an actor’s name with the actor’s picture within the shortest possible time. Individuals have to complete a 12, 16 and 24 box grids in stages I, II & III respectively.

For the Amstel Maltavideo awards, viewers are to upload a short movie clip in which they are portraying a role. Fans on the Amstel Malta FaceBook page would judge the best of the lot by casting votes. Asides the social media platform, Amstel Malta would be engaging its target audience for the AMVCA via radio. Listeners would be asked to act a popular role (or a situation script) from a nominated movie or mimic a nominated star.

The brand is also introducing the Amstel Malta Radio countdown. The programme is a five day interactive countdown dedicated to the AMVCA.

According to Mrs. Owotomo, Brand Manager – Amstel Malta, Nigerian Breweries Plc, the premium low sugar malt drink is launching series of interactive scheme activities to enable its target audience have a feel of the AMVCA. “The AMVCA will undoubtedly be populated by movie stars from the African continent. These are stars whom many individuals have seen on TV screens. However, Amstel Malta is presenting a selected number of Nigerians the opportunity of attending this unique event and interacting with some of these movie stars whom many regard as their screen idols” she said.

She added that individuals who may not attend the event, but who participate in the scheme activities will be given consolation prizes.

Mrs. Owotomo further remarked that Amstel Malta’s sponsorship of the maiden is hinged on the need to promote excellence and innovation. “Even though some of the categories of the awards will be voted for by the viewing public, the winners will reflect the best choices which the audience feel have excelled in the various categories. This is in line with the Amstel Malta brand theme of being the best with the best,” she said.

Dark and Lovely Anti-Breakage, the premium hair product from the stable of L’Oreal Nigeria has continued to engage major stakeholders in its business line as it takes the first ever hair treatment mobile saloon to University of Lagos.

Other tertiary institutions lined up for the activation include College of Education, Ijanikin, Lagos State Polytechnic, Isolo and Ikorodu, Lagos State University, Ojo and Yaba Tech, Yaba amongst several other designated institutions in Lagos.

It would be recalled in 2012, L’Oreal embarked upon pan-Nigeria hair professionals activation campaign in Lagos, Aba and Abuja for Dark and Lovely Anti-Breakage, which was proved to be more than successful.

Speaking on the consumer’s focus campaign this time, the Head, Education and Training, L’Oreal Nigeria, Mrs. Titilola Igri-Offor, said the brand activation this time is to engage the end-users by offering free hair touch up to students, and enlighten them on benefits of anti-breakage product.

On whether the campaign will be limited to Lagos, Mrs. Igri-Offor said, for the schools, “we have decided to go to schools in Lagos such as Unilag, Yaba Tech, College of Education, LASU, Lagos Polytechnic amongst other, therefore, we will be going to other states of the federation when we  are done with Lagos, certainly other locations will be picked but Lagos is the first locations.”

Giving an insight into the campaign that took the industry by storm in 2012, Igri-Offor said: “The first set of activation we had or we did was actually for hair professionals, we spoke with the hair professionals because in the industry they are the first point of contact between the product and the consumers. So, when the product was launched we called them together and they endorsed it, they actually say it is the best hair product that is being launched into the market, so the next step is to speak with consumers so that is what we are in schools because the consumers are in schools and they are our target audience.”

Dark and Lovely anti-breakage contains wheat germ oil and reparative ceramide. The wheat germ-oil nourishes while the ceramide repairs the hair, therefore, the brand offers a two way benefit to women.

Beyond offering free hair service to consumers, the Head, Education and Training of the company also share the business strategy to retention and provoke repeat call. She said: “The first strategy that would provoke repeat call is the efficacy of the product, the outcome and the result of the product, I don’t believe there is any woman that would have her hair put back on track and want to go off track again. So,  many hairs we have seen have been damaged because of bad products, so many of them not really kept but we try to treat and put back on track, we are sure that they will keep to it because it actually suits them and they like it.”

A second year student of Mass Communication in UNILAG, Miss. Mojisola Adeleke, who benefited from the mobile saloon campaign said, she never realised how good the product is until her experience at the mobile saloon. “I am amazed at the efficacy of this brand, it can never be compared to any other hair beauty brand, it is just exceptional and unique. Really, I can’t imagine going back on it. I encourage other women to embrace it and they would not regret choosing the product.”

Adidas, the global sports

brand, has opened two

stores in Nigeria through its strategic retail partner, Mopheth Sport Nigeria Ltd. The move demonstrates Adidas’ intention to strengthen the brand in the vibrant Western African country.

“Although we have always had a strong presence in Nigeria through the sponsorship of the Super Eagles, our product offering has been limited. As part of our growth into Africa, we have identified a well-established retail partner who is responsible for the rollout of Adidas monobranded stores in Nigeria,” says Astrud Meintjes, the Senior Business Development Manager at Adidas South Africa.

The Adidas brand entered the Nigerian market, when Mopheth opened the first Adidas store in Lagos’ Ikeja City Mall in October 2012.This has been followed up, by the opening of a second store in the nation’s capital, Abuja, in December 2012. Both offer the latest in Adidas products including footwear, apparel and accessories for men, women and kids in the following categories: football, running, basketball, training and Originals.

Adidas retail partner, Mr Adekunle Oyegade, says he is excited by the partnership with a well-known global brand like adidas and sees it as a way of strengthening his already strong business in Nigeria. “Adidas brings the Nigerian customer a wide variety of world class product for both the sports and style enthusiasts. This partnership also means we are able to communicate the brand concepts and styles that were previously not accessible to our customers,” he says.