Guinness and Nigerian Breweries, two leading alcoholic and non-alcoholic beverage makers are long-standing rivals. Although the feud between the two companies heightened with the launch of Legend Extra Stout in 1992 by Nigerian Breweries, the truth is that the brand war could be dated back to 1962, when Guinness Brewery was established in Lagos.
But since 2011, when AbInBev Nigeria, acquired majority share in the International Breweries Ilesa, manufacturers of Trophy Larger and took control of the ownership of Hero, a popular brand in the Eastern market, the game has changed.Within three years of the acquisition, top strikers in the nation’s beer market were not only tackled by Trophy and Hero, the two brands assumed good positions among the middle class consumers.
Since AbInBev‘s entry, NB and Guinness have had to tighten their belts, re-strategize, and launch series of campaigns to remain relevant in the market. Obviously, it is no longer a two-horse race between the two leading brands. However, one major strategy that has helped the Trophy brand was the early understanding of the market dynamics, which informed why the company hired a Nigerian agency, Culture Communications, to help navigate the market. Of course, the new owner also hired experiential and Public Relations agencies for provision of other support roles.
According to inside source, it was through the agency that the company mapped out fresh strategies for Trophy growth in the market, including appointment of a brand ambassador few years ago.
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