The Nation Newspaper

Tag: tool

  • A marketing tool in their hands

    A marketing tool in their hands

    Corporate event sponsorship has become a tool for promoting firms and their products. At the just-concluded Osun-Osogbo Festival, alcoholic beverage manufacturers promoted their low premium products targeted at low-end markets. ADEDEJI ADEMIGBUJI reports.

    For the people of Osogbo, in Osun State, the month of August is very symbolic. It is a month of celebration, traditional cleansing of the city and cultural reunion of its people with their ancestors and founders of the Osogbo Kingdom.

    Yearly, the Osun-Osogbo, a traditional festival unique to the town, has proved to be a rallying point for both residents and the sons and daughters of the town in the diaspora. Besides, seven years ago, the festival received a further boost with its elevation to the status of World Heritage site by UNESCO, attracting tourists globally.

    With the international status of the festival comes huge business opportunities for both individual and corporate bodies, as well as various sponsorship opportunities for the event. It is, therefore, not surprising to find several organisations falling over themselves to exploit the week-long Osun-Osogbo celebration to the advantage of their product or brand.  The just concluded edition of the festival was not an exception, as it enjoyed greater sponsorship than previous editions from several organisations.

    Though many brands are yet to feel the significance of the festival in building their brand, however, operators in the alcoholic beverage sector now have a better understanding of the potentials for their products, especially in the low-end markets. One company that is taking good advantage of this is Nigerian Breweries (NB). The firm is capitalising on the inherent opportunities offered by the festival to build a sustainable brand awareness in the Southwest regional market for its Goldberg Beer brand. With this, NB may have strategically positioned its Goldberg beer to eat into the market share of this region in a market where Trophy Larger beer from the staple of International Distilleries, has held sway as leader.

    However, with the struggle for the regional market, especially in the low premium beer segment becoming more intense between NB and International Distilleries, findings by The Nation revealed that the NB is building up a war chest to further take over more market share. Trophy beer, which is also growing in brand equity in the region, also enjoys the financial backing of SABMILLER, a South African firm, which just acquired International Distilleries, the producers of Trophy beer. The effect of this acquisition is that the brand has become more popular and visible as seen in its demand across various bars visited in some Southwest states.

    “I have personally observed that Goldberg’s involvement with the festival this year hss actually taken the long-standing support from Nigerian Breweries Plc. to a new level with their activities. A look around the palace today tells me they are ready to do some outstanding things this year and I think that is quite good for the brand,” said the Araba of Osogboland, Chief Ifayemi Elebuibon.

    He is of the opinion that the festival has provided a viable platform for the Goldberg brand, considering the sales recorded at the festival. From his observations, Elebuibon said Goldberg appears to be gaining more market share around Osogbo town and its precincts, especially since the NB began to actively associate with the festival.

    Said he: “I noticed that a lot of beer consumers around here have switched to Goldberg since they started sponsoring the Osun- Osogbo Festival. The reason is simple; anybody or corporate organisation that shows interest in what the people are passionate about will gain the people’s loyalty. Osun-Osogbo is one thing Osogbo people are passionate about.”

    In a  similar vein, Goldberg brand manager, Mr. Mfon Bassey, described the brand as one that identifies and celebrates the cultural/traditional values of the people. “The aspirations and passions of our consumer are of importance to the Goldberg brand. The Osun Oshogbo Festival is the encapsulation of passion, aspirations, cultural and traditional values of not just the Osogbo people but the entire western Nigeria. It is about the traditions and cultural heritage of Osogbo people which they hold in high esteem. The festival, therefore, is a veritable platform for the brand to connect with the consumers in the region through their traditional values,” he affirmed.

    Also, the Managing Director, INFOGEM Ltd, the official consultants for the festival, Mr. Ayo Olumoko, said the corporate presence brought by Goldberg to this year’s edition of the festival is unparalled. “In the 26 years of Nigerian Breweries’ sponsorship of this festival, I have not seen the level of corporate presence that Goldberg is bringing to the festival this year. Their branding is unprecedented. Their presence is practically swallowing those of the other stakeholders. People around here are quite impressed with what they are doing,” he said, adding that the sponsorship of the festival by the brand has increased and it has become a stirred competition.

    Not long ago, NB hosted its key distributors as well as selected stakeholders from the South West to the re-launch of its Goldberg premium lager beer in the city of Ibadan; the event served as a formal introduction of the repackaged Goldberg beer.

    The marketing director of Nigerian Breweries, Mr. Walter Drenth, gave an insight into why Goldberg is targeted at the low premium market consumers. “A lot of our consumers who desire high quality premium lager beer who cannot afford the likes of Heineken, Star or Gulder lager beer now have Goldberg, a premium beer with excellent bottle look, stamped with a crest quality, now brewed under the supervision of Nigerian Breweries Plc.”

    Analysts at Financial Derivatives Company suggested in a recent report that beer market generally witnessed a decline of about 10 per cent in 2013 on the back of increased pressure on flexible income resulting from high cost of living, and heightened security concerns in certain parts of the country which has added pressure on distribution and cost of commodities thereby restricting beer consumption to safe locations, among other factors. This, experts say, may work for the new brands to survive in the south west market.

    For now, the three big operators in Nigeria’s beer sector, which are among the biggest global operators in the sector are on their wits end to ensure that they maintain, if not improve on, their market share. Nigerian Breweries Plc, Guinness Nigeria Plc and SAB Miller are making sure that they supply enough of their various brands. Apparently, Beer is a very big business in Nigeria, and it is growing all the time. It is said to have been expanding at 10 per cent per annum for some time now. The average per capita beer consumption is still only 10 litres a year, a sixth of the rate in South Africa, meaning the potential for growth remains huge, especially given that Nigeria has a population of about 170 million people.

    As the brand waits to benefit from the sponsorship of the festival, the structure of the market share still give the maker of the brand an edge as the market leaders opportunity to harness its fortunes to challenge any threat to his various product categories across the country. According to Financial Derivatives Report, Heineken controls 71 per cent of the Nigerian market share through its subsidiaries, Nigerian Breweries and Consolidated Breweries with Nigerian Breweries Plc (NB Plc) having 61 per cent market share and Consolidated Breweries with a 10 per cent market share; Diageo has a 17 per cent market share through its stake in Guinness Nigeria. South African Breweries Miller (SABM) is a more recent entrant to the market and has a growing but very significant stake in the industry but expert feels it will be a tall dream for the brand to edge a brand from the market leader.

    NB Plc has the largest capacity and coverage, with about eight breweries located across the country, (estimated to have total annual capacity of 13.5mn hl). Guinness operates four breweries (total annual of 7.5mn hl by 2014 due to on-going capacity expansion).

    SABM has built up its capacity (by acquisition) to approximately 1.8mn hl, which includes Pabod Breweries in Port Harcourt, International Breweries in Ilesa and Onitsha.

    The Osun-Osogbo Festival is a two-week long programme. It starts with the traditional cleansing of the town called ‘Iwopopo’, which is followed in three days by the lighting of the 500-year-old sixteen-point lamp called ‘Ina Olojumerindinlogun’.

    Chief Elebuibon, who is also a top member, Advisory Committee for the Osun Osogbo Festival, said in the last hundred years, the festival never had sponsors while the little financial support coming from government has not been enough.

    He told The Nation that with the growing popularity of the festival across the globe and the huge number of spectators, visitors, media coverage enjoyed by the festival; it has become a platform for brand promotion and brand awareness optimisation. “We are amazed by the number of sponsors coming to talk to us and it is growing day by day,” he said.

    And just as the festival grows, so may the market share of the sponsors continue to grow, a situation that will continually ignite competition.

     

     

  • Education as tool against insurgency

    Drawing from mankind’s experience with wars and violence, with special regard to Nigeria’s current horrid security challenges, never had the need to provide quality education, especially for the girl-child by government received earsplitting support than now.

    Proponents of education for the Nigerian child maintain that it promotes knowledge skills and values that will bring about behavioural changes that will enable children, youths and adults to embrace peaceful means of resolving conflicts.

    The current state of insecurity in the country orchestrated by the Boko Haram insurgents seems to give impetus to the massive support which the crusade for education for every Nigerian child is receiving, as views are that education imbues in one refined lifestyle. This view which sees education as the bedrock of development in any society is, seemingly incontrovertible.

    For instance, if those who joined the Boko Haram; the rampaging Islamist sect that is totally opposed to anything western education had been imbued with the values of education, they would not have taken up arms against the state, unleashing indescribable mayhem on her.

    They also would not take bestial pleasure in killing their fellow mankind. They would also have been taught that there are alternative means of settling scores or grievances. They will accord dignity to human life, knowing that they have no right to take any life which they never created. They agree to embark on suicide mission because they were brainwashed and received unconstructive indoctrination.

    The worrisome destruction of lives and properties in the Northeast geo-political zone and other parts of the country is so massive so much so that one wonders if there is any hope for those communities and people affected by the insurgency.

    Based on the above, one is convinced that genuine commitment to provision of quality education for all, especially children, would eliminate ignorance which often fuels violence.

    Education is a tool for social justice as well as a fundamental driver of economic development. This explains why governments, the world over, show serious commitment to the provision of quality education for their citizens.

    Education is one of the most important factors that not only sustain the culture, including the democratic principles, but also empowers an individual and determines his status in a competitive world.

    Some of the aims of education are mental, physical, psychological and emotional development of the human person.

    Education for the Nigerian child seeks preparing him for full and happy life which, in turn, makes him useful to himself and his society; as it moulds the individual for a better future.

    Education inculcates in the child the values of national consciousness and unity, right type of principles and attitudes which allow survival of both the individual and the society. It also trains the mind of the child to enable him to think for himself and independently take decisions on issues. The aim is to eradicate illiteracy from the society.

    Over and above this, education ensures that the child acquires appropriate skills, ability and competence that will make it possible for him to earn his living in order to be comfortable and contribute, in reasonable manner, to the development of his society.

    Our leaders should show greater commitment towards ensuring that the country’s future is guaranteed. This they could do through formulation of policies and programmes that make education of her citizens a right and not a privilege. We hold this view because the state or society is the chief beneficiary of education when its enlightened and patriotic citizens, through hard work, enhance its growth and development.

     

    Stella, 300-Level Accountancy, NOUN

  • Firm retools private school teachers

    Firm retools private school teachers

    Private school teachers from Lagos and environs spent this year’s World Teachers’ Day retooling to enhance their delivery in the classroom.

    A seminar by the Standard Mandate International (SMI), a firm that focuses on training and school improvement, held at the main auditorium of the University of Lagos (UNILAG), exposed them to new reasoning in the area of critical thinking and how to employ it in the classroom.

    In line with the theme: Fostering critical thinking in the classroom, Mr Nelson Ayodele, SMI Chief Executive Officer and other seasoned educationists such as Mrs Bisi Arogunmati, proprietor of Diamond Private School, Victoria Island and Mrs Olabisi Olateru, enlightened the teachers, some of who came all the way from schools in Ogun and Oyo states, about tips and strategies to employ to improve performance of the pupils.

    Underscoring the importance of critical thinking in today’s learning environment, Ayodele said it is no longer enough for pupils to regurgitate what they are taught but be able to apply them to new situations through critical thinking.

    To enhance their pupils’ critical thinking skills, Mr Ayodele told the teachers to introduce classroom activities that will improve their speaking, writing, thinking, listening and reading skills.

    Teach students how to assess their speaking, reading, thinking an dlistening skills. Make the course more work intensive for students and not for you; develop syllabus that highlight your expectations for students,” he said among many other tips.

    On her part, Mrs Olateru said the teachers should hone their critical thinking skills by exploring the internet for relevant and in depth information on whatever topic they are treating.

    “When you go on the Internet, you learn more and gain from critical thinking. This is the time we need to add value to ourselves,” he said.

    During her presentation, Mrs Arogunmati counselled teachers not to treat any learner as inferior but encourage them to excel.

    “Don’t give up on that stupid, stubborn, restless child because God made him pass through you for a purpose. It takes a lot of patience, grace and commitment to help them. We should also encourage children to think trough. It is your duty as a teacher to break down the whims for the children to understand so that they will not have to derail,” she said.

    In interviews with The Nation, some of the participants said what they learnt would transform their teaching skills.

    Principal, Home Science Association Secondary School, Alakuko, Mr John Olokose, said the programme was impactful.

    “Thank God for the impact of SMI. Teachers are now aware of modern trends in education. Today, we have been put through critical thinking. It has opened my eyes to new things,” he added.

    Another teacher, who teaches at Epic International School, Ijebu Ode, Mrs. Omodolapo Alademo said the symposium will help build teachers’ minds for the benefit of the pupils.

     

  • PDP: Bada is a tool in Mimiko’s hands

    The Akure Peoples Democratic Party (PDP) Caucus yesterday urged the public to shun statements made by the Director-General of the Olusola Oke Campaign Organisation, Dr. Oludare Bada, on the party’s performance in the October 20, 2012, governorship election.

    It said although Bada is a PDP chieftain, his position does not reflect that of the party.

    The group alleged that Bada is being used by Governor Olusegun Mimiko to destabilise the party.

    Bada reportedly said the failure to release money to him for the election, the choice of Oke as the PDP’s standard bearer and the “overbearing” attitude of former Governor Olusegun Agagu were responsible for the party’s defeat.

    In a statement, the PDP caucus said: “We would not have bothered about the statement, but for the questions of credibility it has generated, most especially on the image of Akure indigenes that are involved in active politics.

    “It is on record that notable Akure indigenes, like the late Chief Alex Adedipe, Chief Wumi Adegbonmire and Chief Olaiya Fagbamigbe, were politicians with enviable characters, who are points of reference when good politics and responsive governance are discussed.

    “While in active politics, their political behaviour was not dictated by their financial appetite. Akure indigenes are knowledgeable, hospitable, reliable and committed people. They abound in all parties and occupy sensitive positions in the PDP and we will not allow anyone to smear their reputation.

    “When a man holds a position of public responsibility, he holds it in trust for the people, particularly his kinsmen, whose values, virtues and substance he mirrors.

    “When Bada served as a commissioner for just 10 months under Military Administrator Mike Torey, he exhibited what we are resisting today. Torey sent him packing unceremoniously.

    “When he supported the late Governor Adebayo Adefarati, he demonstrated this sense of overbearing self-importance and rendered himself a pitiable and negligible minority in that administration. He eventually abandoned the party and Adefarati.

    “Did he not disorganise the then Action Congress (AC) with lies while trying to get the party’s governorship ticket? When he was brought into the PDP and rehabilitated with a fantastic regional board appointment by the then Governor Olusegun Agagu and was later made chairman of the Hospital Management Board, did the world hear any complaint?

    “Against the advice of many people, PDP leaders, including Agagu, in deference to the strategic importance of Akure to the elections, made him DG of the PDP’s campaign organisation. Are his current actions not a stain on the integrity, team play, loyalty and transparency which Akure holds dear? Simply put, Bada’s politics leaves a sour taste in the mouth.

    “Since the unfortunate incident, we have received a series of phone calls from people, who are passionate about the development of Akure. The comments show that his dirty conduct has splashed mud on Akure indigenes in politics.

    “His behaviour epitomises lack of character and inability to manage his sterile hunger. That is why at a beckon, Bada joined the league of irrelevant renegades, who now seek relevance at the risk of their dignity. Is this not bread and butter politics at play?

    “During the campaign, he never complained of funding or improper behaviour by Oke or any party leader. In fact, he openly praised Agagu for his roles, especially his neutrality. Now that he is in search of relevance, he is spinning cock and bull stories.

    “If there were issues to be resolved after the election, he should have met with the campaign team leadership, the candidate and relevant party structures to straighten out grey areas.

    “Because of Bada’s actions, majority of politicians in Ondo State now deal with Akure indigenes with caution. This is sad. Regardless of his political reasons, we advise Bada to sheath his sword. We believe he knows why it has been difficult for any Akure indigene to become governor, despite the city’s voting strength and the number of notable politicians it boasts of.

    “We, therefore, assure PDP leaders in Ondo State that we are totally against Bada’s macabre dance. We urge the media to see Bada as a funny tool in Mimiko’s wicked hands.

    “In these days when politics is filled with backbiting and hypocrisy, you cannot but find the like of Bada, who will be ready at a price to make ridiculous statements in the national newspapers to please their master. What he represents is toxic to the growth of democracy in Nigeria.

    “To build a democracy that will boost development, the like of Bada must not be taken serious. This is a duty we owe the system.”