Pan -Atlantic University Alumni Association Inaugurates New Executive
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The Pan-Atlantic University Alumni Association (PAUAA) has inaugurated a new set of Executive members to drive the next phase of growth of one of Nigeria’s most prestigious Graduate School associations. The new executive include renowned broadcaster Gbemileke Oscar Oyinsan who is president. Oscar has over 20 years .experience in the broadcast media. To assist him as Vice President is Onyebuchi Odianjo, a Corporate Relations professional in the Energy sector. While Fumnanya Ochei, a prolific Film producer in Nollywood will serve as Secretary.
Other members of the executive are Austen Osokpor, a versatile media advocate who heads the Communications & PR Committee. Austen is currently Head of Corporate Communications at Ecobank Nigeria; Efeturi Doghudje, a Communications Specialist with over sixteen years of experience in marketing, public relations, digital marketing strategy and branding will also serve as Head, Membership Committee.
Knorr Launches Own TV Campaign
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By Niyi Adekanye
Knorr, the global food seasoning brand has launched a new TV campaign in the country. The TVC was launched few weeks ago on major TV channels appears to be a response to threat posed by market challenger,Terra Cubes owned by TGI Distributions. Terra’s TV campaign has enjoyed professional acclaim from marketing pundits, winning an award at the National Marketing Institute awards held last year. Knorr which is in the number two market position after market leader, Maggi should feel threatened by such a determined market challenger as Terra.
Knorr’s new TV campaign is done in pidgin language which easily makes it available to all class segments in the country.The ag too takes a similar creative approach as Terra’s ,focusing on the quality ingredients from which the seasoning is made and of course, the exhilarating outcome. The new campaign is being aired on Arise News, Channels TV and a handful of regional TV channels. The iconic brand is owned by FCMG giant, Unilever.
The Ritz-Carlton Dallas Opens
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The Ritz-Carlton Dallas, Las Colinas, opened its doors on January 23rd, becoming the newest addition to The Ritz-Carlton's collection of over 110 hotels and resorts worldwide. The property has a 38-year-old legacy in the Dallas area and is undergoing a substantial $55 million renovation. It is a joint venture between Trinity Investments and Partners Group. Nestled in the scenic Las Colinas hills, the hotel now offers a fresh take on modern luxury, providing a welcoming retreat for guests to enjoy.
Guided by acclaimed design firms Jeffrey Beers International and Leo A Daly, the initial phase of updates introduces several enhancements. These include the introduction of Bar Juniper, a new lobby bar spotlighting clear spirits. 427 guest rooms have been revamped with elements that capture the resort's historical roots as the former Little Ranch on the Hills.The property boasts new meeting spaces and state-of-the-art ballroom facilities, covering a generous 80,000 square feet.
"Our commitment is to deliver The Ritz-Carlton's exceptional service in a destination that truly distinguishes itself,” commented Tod Morrow, General Manager for The Ritz-Carlton Dallas, Las Colinas.
Positioned on 400 acres, The Ritz-Carlton Dallas, Las Colinas is situated on a former family ranch just minutes from downtown Dallas.It boasts two 18-hole golf courses and holds the esteemed certification of an Audubon Cooperative Sanctuary, capturing the innate beauty of Texas. Adjacent to the resort is The Nelson Sports and Golf Club, providing guests with access to expansive recreational facilities. These activities include outdoor tennis courts, racquetball, a world-class fitness center complete with Technogym equipment, a group exercise studio featuring classes from aerial yoga to cycling, and many more.
Hennessy Offers Paradis in Yuletide Specials
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Hennessy has unveiled its Paradis iconic decanter in a new precious golden oak giftbox. Hennessy says this “harmonious blend defined by a voluptuous and round character, and delicately balanced aromas.”
Paradis is also coming in special sizes aimed at gifting in the Yuletide and New year shopping season.
The iconic cognac brand urges holiday revelers to :”Choose the perfect Hennessy Paradis decanter for your special holiday occasion, among iconic and new formats,” adding that “Hennessy Paradis is now available from generous magnum to Paradis Mini.”
Hennessy also urges its cognac lovers to:” Curate your exclusive collection and personalise it with your preferred leather adornment!” The upscale cognac brand has also launched a new line of Hennessy packages, including Hands.
The Hennessy line up is made up of the V.S, the V.O.S.P and the X.O. According to the brand, Hennessy V.S is” a bold and fragrant cognac, perfect for the holiday's gatherings. It offers toasted and fruit notes, with a rich, clearly defined palate” which Hennessy describes as "the perfect combination to light up your special end-of-year moments.
Hennessy V.S.O.P conveys” all of the savoir-faire of the Hennessy master blenders who have ensured the continued success of this harmonious assemblage for 200 years.” Hennessy X.O is “the emblematic icon of the Hennessy Maison. Deep and powerful, just like the greatest connections, the aux-de-vie of this Hennessy X.O cognac are aged in young barrels and marked out by their power and energy.”
Hennessy is one of the world’s most recognisable cognac brands.
Nescafe Instant Coffee in Tin Returns To Market
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By Ayo Adesanya
Last week, the popular Nescafé coffee in tin returned to Nigerian markets after roughly two months of absence.The iconic brand is an obvious favorite of Nigerian coffee lovers and the clear market leader.
However early October, Nescafé in tin began to disappear from shop shelves. What this due to a s=urge of demand? Or inadequate supply? It is hard to tell. But for several weeks in October and November this year, what was on offer to Nigerian coffee drinkers from Nestle were the Nescafé 3-1 and the Nescafé Malty coffee variants. The Nescafé classic was nowhere to be found.
By the end of November however, the famous Nescafé in tin instant coffee returned strongly to market, filling up the previously empty shop shelves. Adept consumer goods marketers that that are, Nestle appears to be compensating Nescafé coffee loyalists with more coffee .Open the Nescafé tin today and it is full to the brim with coffee.
Reasons for the double month absence from the market are unavailable. But consumers should know that coffee is an organic crop and its harvest may be bountiful or fall below expectations due to several factors. Weather conditions do affect the production of the choice crop. This, invariably, would impact supply and production. Nescafé brand manager was not available to comment despite efforts to contact the company.
Terra Launches TV Campaign
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By Ayo Adesanya
Terra the food seasoning cube brand launched in 2019 by TGI Distribution ,an FCNG company has launched a national TV campaign. Needless to say the aim is to grab more market share.
TGI is splashing big on this medium intensity TV campaign that is airing on high scale TV channels such as Arise TV and Channels TV ,among others.
Terra seems to be biting the bullet. Become a big market player or remain on the fringes for a long time. It appears to be aiming for the big one. The Nigerian food seasoning market is a tasty multi-billion naira per year one. Interestingly, Maggi, the Nestle brand remains the market leader, despite years of fierce leadership battles with Knorr cubes.
Other players are Royco, Onga, Mr Chef, which do not threaten either Maggi or close rival, Knorr. But Terra appears to be a more determined challenger. A well-heeled TGI Distri appears ready with a fat cheque book to give Terra a market share grabbing push.
Speaking at the launch of the Terra seasoning brand in 2019,TGI Distri managing director Sunil Sawhney said;” We have no doubt that in a short period of time, Terra Seasoning will gain a competitive edge over other brands and control a large chunk of the market. Terra is many steps ahead of other brands in the market, in terms of taste and aroma,” Sawhney said.
Now, TGI Distri wants to make that happen for Terra.
The TV campaign dubbed ‘Unwrap joy, unleash taste’ may be Terra’s second campaign in four years ,after its initial brand launch campaign.
Nivea Men Introduces Fresh Kick Aftershave
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Nivea Men Fresh kick aftershave
By Ayo Adesanya
Nivea Men is extending its product line up with the introduction of Fresh Kick aftershave lotion and Freshkick Shave Foam into the Nigerian market. The global personal hygiene products giant has been revving its brand product offering lately, launching product after product.
The Nivea Men range is become as versatile as the women’s where Nivea built its= brand reputation eons ago.
Nivea Men appears to be going head to head with the Brut aftershave lotion brand, which belongs to another personal hygiene giant, Unilever. The iconic Brut aftershave brand previously owned by US- based Faberge Ltd was bought by Unilever in 1990.Since then , the British giant has deployed its global reach to deepen the market for the brand.
Yet Nivea, another global personal hygiene powerhouse is determined to challenge Unilever for market share in the men’s care market segment with Nivea Fes=h Kick aftershave lotion .Nivea Men share foam is also challenging another Unilever global brand, Gillette shave foam for dominance in that segment.
Chicken Republic Expands Abuja Footprint
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Leading quick service restaurant ,QSR chain, Chicken Republic has recently been expanding its retail outlets in the federal capital,Abuja. Chicken Republic has recently opened an outlet in Utako , targeting passengers in transit to other parts of the country.
Utako is where most road transport companies operating various bus services out of Abuja are located .Chicken Republic’s new outlet is sandwiched between Chisco ,Ekesons , Cross Country and GIG (God Is God) which are all luxury bus transport service providers.
The leading fast food chain has strategically located outlets on Herbert Macaulay Way, near the busy Berger junction, another at the commercial centre of Banex and yet another in the Karmo area of Abuja. Lugbe, Gwarinpa Wuse 2, Kubwa, Garki Area 8.
That not all. The new QSR market leader has aggressively embraced e-commerce ,boosting online orders by striking partnership deals with Jumia and recently, Glovo. With the boon in online orders in Abuja ,Chicken Republic is leading the gravy train. Its latest partner ,logistics company, Glovo helps delver online food orders to customers swiftly. Glovo and Chicken Republic are offering customers a healthy 25 per cent on deliveries made by Glovo.
Chicken Republic is estimated to have at least 40 per cent of the QSR market in Abuja metropolis. Others players with some market share include Drumstick, Mr Biggs and Eat n Go.
Chicken Republic Expands Abuja Footprint
Can TopCafe Challenge Nescafe ?
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by Niyi Adekanye
Although Nescafe the well- known global instant coffee has a handful of challengers in the Nigerian market, TopCafe may well be the latest challenger. hoping to get a little slice from Nescafe’s market.The challenger’s nice aroma makes a compelling appeal to coffee lovers, yet it may be a long way off in making a dent in the coffee king’s longstanding dominance of the market.
In recent years Nescafe has worked quite hard to adequately respond to the changing tastes of its consumers while maintaining its classic formula which won its global dominance. TopCafe is a creamy white coffee mix, according to its owner, Primera Foods Nigeria. It is made in Indonesia. Primera has been expanding the distribution reach of the brand to major urban centres such as Lagos, Abuja, Ogun state, among others. TopCafe is sold in a single use sachet ,which can also be bought in a pack of a hundred sachets.
But Nescafe also has a 3-In 1 sachet variant to counter wannabe challengers such as TopCafe, in that product segment- white coffee, cream and sugar. Nescafe and its parent, Nestle are also veterans of market battles.
Nescafe has several brand product variants in the market to appeal to various tastes. These include Nescafe Gold blend, Rich &Smooth Gold Blend, Classic Coffee, Gold blend Aita Rica, original coffee and Gold Blend Decaf- which mostly play in the semi-premium to premium market segment .Early this year, it introduced a new variant , the Nescafe Malty 3in1.
Nescafe’s competitors in the Nigerian market include -- Organo gourmet coffee, Cobizzco, Folgers, Cafelux cappuccino, MacCoffee, Stockwell and Liven Alkaline Coffee (Alliance in Motion.) Can TopCafe pose any real challenge to Nescafe? Not likely.
New Crystal Regains Outdoor Site in Abuja
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A New Crystal billboard in abuja
The leading outdoor agency in Abuja, New Crystal has won back its billboard site along the Area One roundabout which it earlier lost to road construction. New Crystal which is the dominant outdoor agency in the federal capital city lost the strategically located site early this year when it had to give up the site due to road construction.
Now, with the successful construction of the side road that would serve commuters coming from the Games Village area to link Area One roundabout, New Crystal got the Abuja Municipal Authority’s go ahead to reconstruct its billboard site. The site is on a new location, which is only about 50 metres away from the previous one.
Kellogg’s Go Grains Challenges GoldenMorn
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shopping at a supermarket in Nigeria credit: FT
by Niyi Adekanye
Kellogg’s has introduced its Go Grains breakfast cereal that would challenge the dominance of Nestle’s Goldenmorn in the Nigerian market. Goldenmorn is the longstanding market leader in the country’s breakfast market, especially in the children’s segment .Yet, Kellogg’s has been chipping away at that position in recent years—with its long entry of popular cereal products.
Go grains is a multi-grain product howbeit, based on soyabeans. Go Grains was launched earlier in the year, April,2022. The new brand product is strongly backed by Kellogg’s local distribution muscle.
Kellogg’s and local partner, Tolaram Group began local production of several popular Kellogg’s brand products as Cornflakes ,Frosties,Rice Crisps,Cocoa Pops, and fruit n fibre, since 2017.
Perhaps, to defend against Go Grains’ challenge , Goldenmorn launched an in-store sales promo, August dubbed Bounce Back To School, offering school age children gifts such as school bags and water bottles.
GoldenMorn Launches ‘Bounce To School’ Promo
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Nestle’s instant breakfast cereal brand, Goldenmorn has launched a new in-store sales promo, Bounce To School for August, 2022.The sales promo is targeted at the school return shopping season. The brand is offering buyers gift items such as plastic water bottles, pencils, rulers, pens and school bags, among other school use items when they purchase a big pack of Golden morn or two medium ones.
The in-store sales promo which began at the beginning of August is expected to end by the end of the month. The promo was activated at all Shoprite outlets in major cities, especially in Lagos ,Abuja and Port Harcourt.
Aside breakfast alternatives such as cornflakes, Kellogg’s has recently launched a soya-based breakfast cereal brand product which presents a direct challenge to Goldenmorn in Nigeria.
Milo Battles Ovaltine on Quantity
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Nestle’s Milo has increased the quantity of its single use sachets to match Ovaltine’s quantity challenge. Ovaltine recently packed its 50g sachet to the brim aiming to woo value-for-money consumers , but Milo has also, responded with its own quantity boost to its 50 g sachet by mid-July,2022.
The cocoa beverage market rivals are yet battling for market dominance, even though, Milo has been the clear market leader, for some years now. Ovaltine which held the no.1 spot for some years, stumbled largely due to ownership problems and the resulting loss of marketing focus.
Currently owned by Twinings Nigeria , the Ovaltine brand has bounced back into market reckoning, in the past two years. It would need more marketing savvy though ,to effectively challenge Nestle Milo’s market leadership, say analysts.
Jumia Goes on a Rollercoaster Sales Drive
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by Niyi Adekanye
Jumia has been on back-to-back sales promos since July,in an uncanny rollercoaster sales promotion ride. Since July, when the African e-commerce tiger celebrated its 8 year anniversary it has been on a sales promotion binge. Celebrating its 8 year milestone was an opportunity for a sales promo. Needless to say,the that anniversary promo was extended beyond the typical one month period. By Mid-September, it was time for several Black Fridays, as Jumia tried to keep the sales roller -coaster going. Then of course , the traditional Christmas Sales season kicked in early December.
Flush with cash from last year’s initial Public offer on the New York Stock Exchange, Jumia has been revving its business engines ,coming out more aggressively to dominate the country’s e-commerce market.” We are seeing a more aggressive and dominant Jumia this year : says one analyst. Although Jumia’s Christmas sales promo period from December 6 to 19 has ended officially,but the same Christmas Sale has continued unabated since then.
The e=commerce tiger has also expanded its fair ,covering virtually all areas of likely consumer goods demand.Consumer goods available on the portal range from apparel,shoes to sizzling pasta and barbecues on Jumia Foods.It is even more financially savvy having launched Jumia Pay earlier in the year and it currently offering consumers who use the service a 10 percent discount on purchase during its ongoing Christmas sale period.
Ecobank Nigeria Wins “Consumer Finance Product Of The Year” At MEA Retail Banking Innovation Awards 2021
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Akinwuntan, Ecobank Nigeria MD
Ecobank Nigeria has emerged the winner of “Consumer Finance product of the year” award at the Middle East & Africa (MEA) Retail Banking Innovation Awards organized by Digital Bankers. The MEA Awards, according to its Managing Director, Nirav Patel aim to recognise and celebrate the world’s outstanding Financial Services Organisations that are pioneering unrivalled standards and capabilities in their respective fields across the Middle East and Africa.
He said that the awards recognize ‘those that are transforming the industry by setting new milestones in service delivery, digital innovation, product development, payments, technology, customer experience and more.’ The award committee observed the disruption of the global financial system with the advent of Covid 19 pandemic and how Ecobank deployed its digital offerings to serve its customers.
Commenting on the award, Managing Director/Regional Executive, Ecobank Nigeria,Patrick Akinwuntan described it as a worthy recognition of Ecobank’s digital transformation landmark initiatives, stating that the bank’s digital payment and collections platforms have brought convenience to the daily running of customers’ businesses. He noted that with its digital offerings, Ecobank was able to serve its customers without interruption during Covid 19 nationwide shutdown. He listed some of the digital platforms as Ecobank Mobile App and USSD *326#, Ecobank Online, Ecobank OmniPlus, Ecobank Omnilite, EcobankPay, Ecobank RapidTransfer, ATMs, POSs, as well as an extensive distribution network of over 250 branches and about 40,000 agency banking locations.
“As a fast-paced bank, we are constantly innovating our processes to ensure customers’ ever-changing needs are met as well as achieve our corporate objectives. Some of the key mandates we will be fulfilling in the nearest future include having a fully digitized loan platform to ease accessibility and use of our products. We will also be enlarging our agency banking network to reach the unbanked and underbanked in Nigeria. We are delighted to receive this prestigious award. It is a testimonial to the hard work we have done in line with our digital transformation and innovative products and service.” Akinwuntan said.
Muse Media Enters Abuja Outdoor Market
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Muse digital board at busy Area 1 roundabout,Abuja (pix.Imoh Ayotunde)
By Grace Oputa
Muse Media appears to be making a big entry into the outdoor advertising market in the FCT, Abuja. Last week, Muse opened its eye-catching digital billboard which is well placed at the Area 1 roundabout in Abuja.
The early advertisers are big too. MTN, Techno and Indomie have already signed up and have their ads running on the strategically placed digital board.
Targeting and winning such a highly valuable spot seems to say a lot about Muse’s strategic thinking and how it intends to compete with longstanding rivals in the market. New Crystal is undoubtedly the king of Abuja’s outdoor market, while other significant players include Lona Media, Arith &Paul and Nimbus, which plays mainly at indoor areas such as the Jabi Lake Mall.
New Crystal controls at least, half of the Abuja, FCT outdoor advertising business. Others have to make do with little pieces of the outdoor pie. Can Muse shake up the market ? Well, time will tell.
Advertising: Airtel Boldly Banks On Native Themes
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Idowu Phillips aka Iya Rainbow,ith co-actress in an Airtel ad
By Sanya Ademiluyi , Editor
Native themes are currently boldly dominating Airtel Nigeria’s brand advertising. It was perhaps, more experimental two years ago, but the leading GSM network operator appears to be becoming more confident that local themes can creatively and effectively communicate its advertising messages to the Nigerian public. The latest in the series of TV campaigns is the flick based on a king and his woeful rain doctor. In the flick, the rain doctor fails repeatedly to hold back the rains and the king’s occasion is ruined. Well, he goes for a better option ,which is having a better roof. Popular actor, Jide Kosoko plays the lead role of oba or king.A handful of experienced thespians are also there.
Message- Airtel provides the better option when it comes to communication. The dramatization is excellent. Most of it was non-verbal communication, which we made clear by the dramatization of event sequences and interactions among various characters in the ad.
Evan’s Hawaii Soap Attempts Strong Market Challenge
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by Niyi Adekanye
An unlikely challenger is emerging in the country’s multi-billion naira beauty soap market.It is known as
Hawaii soap from Evans Industries. In recent weeks, Evans has launched an aggressive TV advertising campaign
to promote Hawaii soap. It obviously aims to get a toe hold in the multi-billion naira per annum luxury bath
soap segment of the toilet soap market.
But there are formidable players in this market – Lux, Joy, Irish Spring,Imperial Leather,Camay, among others.
Then there are the anti-bacterial bath soap brands—Tetmosol,Dettol.Premier- which recently made waves, cashing
in on a new consciousness for personal hygiene.
Hawaii is Evans’ second upscale bath soap after Eva. Launched a few years ago, and backed by extensive
advertising, Eva has managed to secure a foothold in the market. Now, Hawaii is making an attempt to increase
Evans’ share of the bath soap market.
So far,Evans has made an aggressive ad campaign push for Hawaii,splashing big money on late night news ad
segments on national and some regional TV channels such as NTA Network News and Channels. Hawaii can also
count on the extensive distribution muscle of the Ekulo Group which owns Evans Industries.
The Graceful New Mercedes GLS X167
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by Sanya Ademiluyi
Spectacular and graceful are some of the words to describe the new Mercedes SUV ,the GLS X167.
Its typical superb Mercedes engineering can be taken for granted ,while the discerning Merc lover looks at the extra space and comfort that the new GLS X167 offers. You can share this fascinating luxury experience with six other people.
The new GLS does full justice to the "S" in its name, Mercedes says. Up to seven occupants enjoy the ultimate in comfort. The second row of seats is fully electrically adjustable and the third row is more comfortable than ever. The first impression of the GLS's interior is quite overwhelming, with ample space for seven people. Each seat boasts the ultimate in comfort and a digital infotainment offering, the likes of which have never been seen in an SUV.
Your plans will never be too big for the new GLS: the backrests of the second and third seat rows can be folded down individually or together at the push of a button to produce a load compartment with a capacity of up to 2400 litres. The rear end can be lowered to facilitate loading, and the tailgate can be opened and closed by a mere movement of your foot.
The new Mercedes SUV, GLS X167 is available at Mercedes major partner, Weststar Associates and several other distributors.
Marketing in a VUCA Environment
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Emma Agu
By Emma Agu,Group marketing director, Jotna Nigeria(La Carsera Co)
The term VUCA, which stands for ‘’Volatility, Uncertainty, Complexity and Ambiguity’’ originated in the US Army War College in the late 1990s, but spread to the business world as there are striking similarities in terms of rapid change and uncertainty.
Taking Nigeria into context, what then can we say that constitute a VUCA environment? A VUCA environment in Nigeria’s context is not limited to the followings:
The activities of Boko Haram insurgents, herdsmen/farmers’ clashes, banditry, and unprovoked ethnic conflicts leading to unnecessary bloodletting, the import of which leads to the suspension of the execution of a marketing plan to an entire part of the country. A distressed population may not necessarily take notice nor partake in your marketing campaigns.
The Ritz-Carlton, Nikko Opens its Doors in Japan
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Lobby of the new Ritz-Carlton,Nikko,Japan
The Ritz-Carlton, Nikko has opened its doors to guests in Japan, July 15. The Ritz-Carlton ,Nikko is the latest hotel to join its luxury Asia Pacific portfolio of Ritz-Carlton Hotel Co. which is part of the Marriot international, a global hotel chain . The property - set amidst a UNESCO World Heritage Site – introduces a new level of luxury to the destination, with an experience marked by an emphasis on immersing oneself in the majestic natural surroundings.
Ideally located in the Northern Kanto region of Japan, The Ritz-Carlton, Nikko is set two and a half hours north of Tokyo, accessible by rail or car, and is a true oasis promising access to a breadth of outdoor activities and cultural experiences. It features many natural treasures including the Kegon Falls and an array of famous Buddhist temples and Shinto shrines. Nikko, and the surrounding area, has long been known as a holy place and was named a UNESCO World Heritage Site for the cultural, religious, and architectural significance of its richly decorated shrines and temples. Perched along Lake Chuzenji and Mount Nantai, guests can easily access prominent scenic attractions, such as Nikko National Park, where the hotel is located, as well as the UNESCO World Heritage designated area.
“Following much anticipation surrounding its debut, we are thrilled to finally open the doors to The Ritz-Carlton, Nikko and to continue the growth of the luxury segment in Japan,” said Rajeev Menon, President Asia Pacific (excluding Greater China), Marriott International. “Today marks an extremely monumental day for our brand and the entire company as we set the bar in luxury travel, embracing the new normal, while consistently instilling confidence in travel amongst all of our guests.”
The New Lexus IS Debuts
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The new Lexus IS
The new Lexus IS made a debut on Monday, June 15,2020 at a virtual launch ceremony after the initial
postponement .
Since the debut of the first generation in 1999, the Lexus IS has pursued the fun of driving unique to compact
rear-wheel-drive sports sedans. The all-new IS takes high-level driving performance and sporty styling after
more than a million units sold, over more than 20 years to new extremes.
In strengthening its Lexus Driving Signature of performance, the new IS was honed at various facilities
throughout the world, including the new Toyota Technical Center Shimoyama that opened last year, according to
the Lexus company. Uncompromising attention to detail will allow drivers of the new IS to enjoy a comfortable
driving sensation in everyday driving situations.
Okeme Leads Systemspecs’ Marketing Onslaught
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Okeme
by Sanya Ademiluyi
In a surprise move, David Ikeme erstwhile marketing director of Unilever Nigeria has been tapped to lead the marketing team of Nigerian software maker, Systemspecs Ltd. He has been named Chief marketing officer of RetimaNet. The indigenous IT software-maker appears determined to rev its marketing drive as it intends to capture a bigger share of the multi-billion naira per annum Nigerian software market.
Systemspec is better known for its payment solution software, REMITA.
REMITA shot to national popularity last year when the Nigerian Senate alleged that the Federal Government was paying about N40 billion to REMITA for the collection of over N2.5 trillion under the Single Treasury Account ,TSA policy of the Buhari administration.Since then, the software owned by Systemspec Ltd has become quite popular. The company has been leveraging on that popularity to grow its business.
Marketing has been a key challenge in this effort. Perhaps, not any more. In comes David Okeme, top notch marketing professional who was until recently marketing director of consumer goods powerhouse, Unilever Nigeria.He has two decades of experience in marketing of fast moving consumer goods on a global level. How the Nigerian software company was able to lure Okeme away from Unilever is yet unclear, but should make for an intriguing story.
Systemspec would be looking to foray into the retail segment of the payment solution software market,where Interswitch/Verve is king. It would also seek to gain more market share in the corporate/B2B market but has local rival, eTranzact to contend with. Obviously by tapping Okeme,Systemspec realizing that marketing would play a key role in its business growth calculations.
Airbus Unveils New $14 million Luxury Helicopter
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airbus ACH160
Airbus is turning its H160 aircraft into a luxury helicopter for business or private use.The luxury chopper that can sit 10 persons in good comfort is known as the ACH160.
Airbus Corporate Helicopters (ACH) is the company's high-end bespoke segment that has catered to private clients and corporate clients for years. It would appear that Airbus is betting on demand for smaller but luxury craft growing post-covid-19, as long haul commercial air travel was badly hit of the virus .
The ACH160 starts at over $14 million, although this price shifts depending on different add-ons and equipment in the customizable interior.
The luxury helicopter will be available for delivery later this year.
Pepsodent’s Mega Billboard Commands Attention
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This unusual billboard is about a 100 metres long, skillfully positioned along the curve of the descending highway bridge from Alausa/Berger highways onto Ojota,in Lagos. Althougth a traditional billboard, its sheer size which could equal that of ten, 40 feet boards put together creates an attention-grabbing mega-board.
Consumer goods giant,Unilever could pull al the stops to boost the chances of its toothpaste brand,Pepsodent which was making its re-entry into the Nigerian market after a long time off.
Sony Launches The Alpha 7S III Camera
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sony alpha 7
Sony Alpha 7S III is available for pre-order in North America and will go on sale from September 24.
By Vineet Washington
Sony has launched its much awaited Alpha 7S III camera. Better known as Sony a7S Mark III, the full-frame mirrorless is a long awaited follow-up to the Alpha 7S II from 2015. It brings some new and improved features over its predecessor including a new image processing engine, a touchscreen display, and some notable changes to the placement of the buttons, among others. The Sony Alpha 7S III can also record 4K video at a higher fps with its new and improved image sensor, says digital appliances watcher, .
The Sony Alpha 7S III is priced at $3,499.99 for the camera body. It is currently available for pre-orders in the North America and will be go on sale starting September 24. As of now, there is no information on international availability.
It’s Time For ‘Share of Search’ to Replace ‘Share of Voice’
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Share of voice is a key metric for setting budgets and predicting growth, but digital media make it impossible to calculate accurately. Understanding your share of search queries is a simple and elegant alternative.
By Mark Ritson
James Peckham was a smart guy. He joined AC Nielsen in his early 20s and spent the next 43 years working for the company. He was one of Nielsen’s most important and senior marketing thinkers, working at the company during the key ‘Mad Men’ era. But his claim to fame goes well beyond simply being a big player, at a big company, during a big time in the history of marketing.
Peckham is one of the few marketers to have a theory named after him. Peckham’s Formula posits that when you launch a brand you should set its advertising budget based on your desired share of market. Specifically, your initial share of voice should be 1.5 times the desired market share you want to achieve by the end of the brand’s second year.
Let’s say Marketing Week decides to diversify into ice cream – something I know our editor is constantly considering. He should first estimate the total amount spent by all the ice cream brands on communications. Let’s say it’s £100m in 2020. Next, he has to decide what success looks like for the new tubs of Marketing Week Vanilla. Why don’t we set an ambitious 5% market share target? Finally, he should apply Peckham’s formula and set his ad budget at £100m x 5% x 1.5. About £7m.
The Formula itself is based on some pretty significant empirical analysis. Peckham spent almost 20 years studying the relationship between what grocery brands spent on marketing communications and the subsequent market share they achieved. And, as such, Peckham was the first marketer to connect the dots between a brand’s share of voice and its share of market in a formal, prescriptive way.
P&G Slams TV Upfronts, Favours Direct Media Deals
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Pritchard
By Tanya Dua
Marc Pritchard, P&G Chief brand officer attacked the TV upfronts in his keynote speech at the Association of
National Advertisers, Media & Measurement conference held virtually on Wednesday,September 23, saying that they were
antiquated.
Pritchard said the upfronts gave the networks and ad agencies a leg-up, to the detriment of marketers and
consumers, and led to inflated rates despite declining ratings.
Instead, P&G has been pursuing more direct deals and programmatic TV buying with networks and other media
companies, including minority-owned media.
His move comes at the expense of the TV industry, where ad spending in the US is expected to drop a whopping
27.1% in the 2020-2021 season; and ad agencies, which brands have been increasingly bypassing in recent years.
Huggies Re-Launches Ad Campaign
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Global brand, Huggies has re-launched its advertising campaign in the country. The Huggies ad campaign is back
on TV ,radio and billboards since early August. Kimberly Clark appears to be going full blast with a Huggies
campaign following the lull of the Covid-19 lockdown period which badly affected all economic activities in
the country.
Most of Huggies outdoor ads are on hoardings of mass transit buses, which appears to be an effective medium,
especially more so, during the covid-19 lockdown period.
The Huggies TV campaign focuses on its innovative elastic diaper which it claims keeps the baby quite
comfortable.
The TVC is being aired on several leading TV channels such as Channels TV,Arise News and TVC News.
Huggies faces fierce competition from P&G’s pampers, Molifix, among others.