Category: Shopping

Discount places – online and offline – have been busy in the last two months with shoppers scrambling for significant discounts for immediate buying because of the limited time the deal offers, writes TONIA ‘DIYAN.

Merchants believe that slashing prices may not actually be such a great thing for them after all. According them, they have realised that they are offering discounts against their best interests and may not actually present such inviting offers always.

When price slashing and discount offers first became popular, many traders took advantage of what they saw as a veritable source of publicity and an opportunity to attract more customers. As the industry is growing and merchants are trying their hands in the marketing strategy, it turned out that the deals weren’t offering the anticipated returns on investment.

Tenants at the Adeniran Ogunsanya Shopping Mall in Surulere, Lagos said it is only about three per cent of them who offer deals daily, weekly and monthly that end up sustaining their additional customers. They reason that those who offer huge discounts and don’t retain their customers sometimes end up with low profits, loss of the initial patronage or no gain from the deals.

They also said because of the few customers, who visit again after enjoying the discounts, they might decide that the idea is a bad deal and begin to turn their backs on it.

However, while price slashing turns out to be bad business for many, there are still some merchants who will make it available always. Some give out discounts of varieties of items on display daily in December and January when many people do their shopping.

Advising merchants, Co-founder Jumia.com, Mr Raphael Afaedor said: “If merchants are running deals, they should offer reasonable discounts that will still allow them earn profit at the end of it all.”

He added that customers, who are taking advantage of discount offers, should keep in mind that the goal of the merchant is to make money, so sometimes; the offers might not be quite as great as the customer is hoping it will be.

“The offer might be on products that a merchant wants to get rid off in order to accommodate new ones, or it might simply not be a really great discount,” he added.

Raphael, however, advised that consumers should endeavour to carry out independent researches and confirm prices and product reviews before they jump on making a purchase offered as a discount sales.

At Idumota, Balogun and Isale Eko markets in Lagos, customers were shopping for the celebration.

Traders displayed their goods on the floor of their shops.

Some traders displayed Christmas lights, caps, decorations and balloons, all indicating the celebration.

There was hardly a store that was not selling. Major roads were occupied.

The Palms and Spar in Lekki had a busy time. These malls’ surroundings gave a clue of the season; Christmas jingles, Christmas trees and lights were on display. Santa Claus mannequin were positioned everywhere sending Christmas messages.

The markets seemed to have more visitors than before, perhaps people buying more items at affordable prices a few days after Christmas.

Mrs. Ngozi Chike sells children’s wears at Balogun market. She said the tradition to buy clothes for children this period has brought her huge patronage. “I make huge sales now. It wasn’t like this before,“ she said.

A store attendant in Victoria Island, Mr. Kelvin Ettuk said: ”The crammed parking space and the obstruction caused by people moving in and out tells the season.’’

The ongoing Lagos Countdown 2013 is unique. Like trade fairs, goods are available at cheaper rates. The event is sponsored by The Lagos State Signage and Advertisement Agency (LASSA) in conjunction with top Nigerian brands. TONIA ‘DIYAN reports

IT’S fashioned after the first countdown carnival which took place in New York in 1903. About 200,000 people attended k it. Since then, the number has increased to one million, with about $5 billion pumped into the United States’ economy from it.

The Crossover Festival also known as The Lagos Countdownt holding at the Bar Beach, Victoria Island has many advantages. Products are made affordable to residents at discounted rates.

The event, which made a debut in Nigeria last year  recorded 2000 people. So far, this year’s turn out has been impressive. But not everyone bought goods – some came for sight seeing; while others for entertainment.

At the event, the firms, which are partnering the state government, are reaping from the boom in terms of prominence; some of them have become more visible to shoppers.  Aside this is the prospect of transforming the economy. Its major effect is the presentation of indigenous products to the public,which are in the formal supply chain and have become more competitive in terms of price and quality. The brand owners foresee their products making more impact in the market.

The Managing Director Lagos State Signage and Advertisement Agency (LASAA), Mr. George Noah, said players in the entertainment industry, sponsors of the event, who are known brands  and government officials, would ensure that it is a success.

He said: “In Lagos, we will like to replicate what is happening in other parts of the world. The countdown is not only about entertainment, it is about creation of employment; it is about commerce, brand development and encouraging brand loyalty.

“About 50 artistes are expected to grace this occasion, it is the biggest countdown in Africa. Countdown is about pleasure and beautifying the environment with lighting and so on. At the countdown, we talk about inspiration of what we want to achieve in the New Year,” he explained.

Noah was optimistic that the event would get prominence in the media.

Experts say the event is a viable platform for commerce, encouraging brand development, job creation, leisure, entertainment and tourism – in that it offers an array of thrills and spills for all ages.

On the programme are music performances, an enchanting cascade of lights, fireworks and pyrotechnics – turning the entire Bar Beach into a melting pot of culture and commerce.

Discounts and prizes

Sponsors of the festival keep turning on the fun with activities, most especially with the sale of their products at discounted prices and holding of draws.

To make the festival memorable, Hyundai Motors, which has also been named the Official Automobile Sponsor of the event, has donated a 2014 Hyundai Veloster to be won as the grand prize of the countdown event’s raffle, which will be drawn December 29.

Speaking on the price reduction, a Marketer Mr. Akpan Jones, praised Nigerian Breweries and other sponsors. “It is a way of encouraging people to visit the countdown village to experience the price slashes, fun  and excitement going on here,” he said.

He added that the prize shows are real and very rewarding. “Nigerian Breweries is giving out flat screen television, microwave oven, free drink and other prizes after selection through raffle.

Dangote is giving out free table water to people who make purchases at their stand while Multichoice has made provision for people to sit to watch football matches and other music stations on DSTV and GOtv for free at the Countdown Village.

Dangote donates N50million

The Dangote Group has donated N50 million to the fiesta to boost the economic activities during the year end and showcase the natural richness of the state.

It shown leadership, among other corporate entities, when it signed up as a lead sponsor of the event.

In a statement the group indicated that its decision to support the state was in line with its commitment to contribute to the enhancement of the welfare of the people.

Nigerian Breweries’ Konne Haruna, who mans Vol.1 stand of the firm at the countdown village has expressed satisfaction with the high patronage of the brand. He said they sell over 50 cartons daily.

A customer, Mr. Alfred Ekeneh, who visited with his family said: “Things are relatively cheap at the Lagos countdown and sponsors are making massive sales. I bought Farouz for N100 instead of the usual N150 outside this place. A bottle of Star is sold for N200 and not N250.’’

Lagos highlights benefits of countdown 

Lagos State Government has said part from entertainment, the festival offers alot of benefits to individuals and organisations.

Addressing the Organising Committee of the Lagos Countdown, Managing Director, Lagos State Signage and Advertising Agency (LASAA), Mr. George Noah, said the event was not just for promoting entertainment, but also commerce.

He added that the countdown is a platform by the state government to empower the people through the development of small and medium enterprises (SMEs) and job creation, noting that over 1,000 youths were engaged last year.

Noah said: ‘‘The Lagos Countdown offers enormous value chain benefits, from the employment of sales personnel at the beer village to the engagement of activation and communication agencies by sponsors and providers of other services.

‘‘Every part of the countdown is an avenue to engage the youth more productively. This is why we encourage small business owners to come and be part of countdown.’’

Among the corporate sponsors of the Lagos Countdown are Nigerian Breweries Plc, Dangote Group, Zenith Bank, Airtel, Samsung, Hotspots, Stallion

Motors, 7-Up Bottling Company Plc, Mikano and Forte Oil.

Hyundai Motors donates car

Hyundai Motors Nigeria, a subsidiary of Stallion Group, has reinforced its corporate social responsibility with the donation of the 2014 Hyundai Veloster to the Lagos State Government to support the festival.

The car will be won as the grand prize of the countdown event’s raffle, which will be drawn on December 29.  The car will also be unveiled at the event.

The auto firm has also been named the Official Automobile Sponsor of the Lagos Countdown 2013.

Hyundai Veloster is an exotic three-door car that comes with many impressive features. The car is a product of the latest technology and Hyundai’s design called ‘fluidic sculpture’, from its most precision engineering design to the interior. Its aerodynamics have been designed to cut down on drag, while ride and handling have been optimised through advanced technology and engineering. Fuel consumption and emissions are minimal, while collision, Noise Vibration and Harshness (NVH) and braking performance are first class.

The Head of Sales and Marketing, Hyundai Motors Nigeria, Mr. Jatin Nadkarni, said: ‘‘Hyundai Motors is delighted to partner with the Lagos State Government on its annual year-end event, which is a period for the sharing of joy. At Hyundai Motors, we are passionate about offering products and services that are targeted at improving the quality of life, both for our customers and the society where we operate.’’

Mr. Noah said: “We appreciate this kind gesture by Hyundai Motors. This support is in line with our intent to leverage the countdown event as a platform to deliver joy to the people as we celebrate the New Year. This support has indeed, raised the profile of the event.’’

To win the exotic 2014 Hyundai Veloster, Noah said interested persons would need to visit the Bar Beach, venue of the countdown activities and register for the free draw.

”The lucky winner will be randomly selected via raffle draw, it is that simple. The winner will be one of the first few to own the Veloster in Lagos. The car will also be unveiled at the countdown venue by Hyundai Motors”, he said.

The vehicle, which is already on display at the Bar Beach, will be showcased till January 1, 2014 from where the lucky winner will drive it home after the grand draw that would have held two days earlier.

Till the last day, the festival will thrill its residents and visitors unto the cross over night into the New Year. It is expected to last for three weeks.

A participant, Mr. Felix Udoh, commended the governor for putting Lagos on a world-class map via this event and for creating jobs for Lagosians.

The Manager Forte Oil Stand, Mr Dipo Jonathan, said the brand is using the festival as an opportunity to launch its Disco 2000 and Super V to shoppers. “Shoppers are aware of our product through this carnival and we are now improving in sales,“ he said.

• Additional reports by by Awoleye Abisayo; Oluwaponmile Akodu; Morakinyo Abiodun and Taibat Idowu

From political posters to bottles of wine and kitchen aprons, the face and name of Nelson Mandela are a potent commercial and political brand in South Africa. Little wonder it’s so sought after – and the source of occasional squabbles.

Following his death on Thursday last week at the age of 95, the scramble for control of the Mandela legacy – both financial and moral – will involve his family, the ANC and the Nelson Mandela Foundation he set up to protect his broader message.

At stake is the inheritance that will go to Mandela’s more than 30 children, grandchildren and great grandchildren, some of whom already use the Mandela name and image to market everything from clothing to reality TV.

There are also the Mandela brands and trademarks that help fund the Foundation. And for the ANC, Mandela’s reputation as an anti-apartheid hero is worth votes for years to come.

There are no available public figures of Mandela’s wealth, making it difficult to put an exact value on his estate, which includes an upscale house in Johannesburg, a modest dwelling in his rural Eastern Cape home province, and royalties from book sales including his autobiography Long Walk to Freedom.

Several South African branding experts have declined to estimate the annual value of Mandela’s trademark and brands.

Maintaining control over the copyrights is already a difficult business; protecting the Mandela brand may be even harder now that he is gone.

“The beauty of the Nelson Mandela brand is that it has been lived by him exactly as it has been presented by him. His behaviour is his brand,” said Jeremy Sampson, the executive chairperson of Interbrand Sampson de Villiers.

“In the rush to commercialise it, we run the risk of watering down or destroying the good that the brand stood for purely with the crassness of finance,” he added.

Marketing a memory

The Nelson Mandela Foundation, which runs the Nelson Mandela Centre of Memory in Johannesburg, was set up as the official custodian of Brand Mandela. It owns more than a dozen copyrights and trademarks for Mandela, which it uses for fundraising and charitable works.

As well as the “46664” number, its copyrights include the “Nelson Mandela” name, the clan name “Madiba” by which he is widely known, and “Rolihlahla”, which was Mandela’s given name.

Income those brands generate – “46664” runs as a charity that sells wristbands and mobile phone starter packs, for instance – helps pay for the running of the Foundation’s Centre of Memory, which is the main research and archive centre for Mandela, and which often spoke on his behalf as his health faded.

In all, the foundation had net income of R22million in 2012 and assets of R290million. In 2011, net income totalled R33million and assets came to R262million.

It paid Mandela R2.8million in 2011 and R2.9million last year for the book it published with his help called “Conversations with Myself,” which was a follow-up to his autobiography “Long Walk to Freedom.”

“We do not commercialise our trademarks, however we do undertake publications like ‘Conversations with Myself’ … for educational purposes,” said Heather Henriques, intellectual property and governance manager at the Centre of Memory.

Separately, the Nelson Mandela Children’s Fund has rights to use the Mandela name for fundraising. Between 1995 and 2012 the fund brought in R1.2billion in income and paid out R462million in grants.

Not like Coca-Cola

But not everything that uses Mandela’s name was sanctioned by him.

There are at least 40 companies officially registered with the South African government that use the Mandela name. The companies appear to have no link to either Nelson Mandela, any of his relatives or any geographic area that has the Mandela name. The list includes the Gandhi-Mandela Nursing Academy, Mandela Truck Shuttle Services, Mama Mandela Marketing Company, Thanks Mandela Toiletries and Mandela’s Shed, a restaurant.

The “Madiba” name has been used by more than 140 registered companies, including Madiba Truck Stop, Madiba Wines, Madiba’s Driving School, Madiba Chickens, Madiba Cash and Madiba Bottle Store.

There are also regularly scams where fake charities use Mandela’s name to raise funds. The South African government in mid-2013 issued a statement warning people not to be duped by such groups.

Against all this, the Mandela Foundation picks its battles with care, only rarely suing firms that use his name of image.

“The brand Nelson Mandela is not like the brand Coca-Cola. It’s huge, it’s complex, there are many sub-brands within that brand. We implement protections in a relatively small space,” said Verne Harris, the director and archivist at the Nelson Mandela Foundation.

“Madiba has given permission for his name to be used by close to 50 institutions around the world. Only in the last decade there was a system put in place for managing that and a set of criteria applied and then a code of conduct developed for those institutions to subscribe to,” Harris said.

Because copyrights are owned by the person who creates the work – and not the subject – copyright law does not prevent the depiction of Mandela’s image on T-shirts or other items, said Likonelo Magagula, an intellectual property attorney at law firm Norton Rose Fulbright in Johannesburg.

Trademark lawyers also say there is little to stop family members using the Mandela name, as long as they link the name to themselves and not exclusively to Nelson Mandela.

Makaziwe and one of her daughters have launched a “House of Mandela” range of wines, even if Mandela himself once said he did not want to be associated with alcohol or tobacco.

Some of his grandchildren have started a line of caps and sweatshirts that feature his image under the brand “Long Walk to Freedom,” borrowed from the title of his autobiography, while two of his United States-based granddaughters starred in a reality television show called “Being Mandela.”