MARKETING campaigns in the beer market may have been hampered by economic recession but leading companies in the segment appear to be unrelenting in their pursuit for additional numbers in their market share. Nigeria’s beer market is estimated to be worth about N837 billion or USD2.7 billion as at the end of last year, according to Euromonitor Research, an international marketing research group.
In the quest for this huge money, leading companies in the beer market, notably, Nigerian Breweries Plc, Guinness Nigeria Plc and SABMiller (now AbInbev International Breweries, AIB) drove marketing campaign with about N4.6 billion in 2015, a figure the industry executives believe has gone down between 2016 and 2017. The beer manufacturers in Nigeria spent N1billion on TV ad, N0.6billion on radio and N3.0 billion on out-of-home to outsmart each other according to Mediafacts, Nigeria’s advertising and marketing research book.
“In Nigeria beer market it’s a guerrilla war, a war of cash and craftiness. It’s a war where marketing experts are confined to the boardrooms which eventually spills to the bars, clubs, pubs and the streets with all the ruthlessness of a winner-takes-all battle, said Prince Onyesi Adibe, a Brand analyst with 789Marketingngr.com, an online marketing agency.
Premium brands “The revolution taking place in the market is hitting hard on premium brands, the trend has forced consumers to begin to play at the low end of the market, Managing Director of Maximus and Brothers,” Chief Romanus Onche noted. The brand-conscious middle class he said, “ is swelling and it is this demography that the three big operators are targeting with aspirational drinks such as Heineken, available in magnum-size bottles in Nigeria, and Guinness, which sells in greater quantity in the West Africa market than anywhere else.”
Continuing, he stated the less affluent Nigerians, who have limited disposable income, also represent a potentially lucrative market because of their numbers, and at the target market for the cheaper brands of beer. The Managing Director of NB, Nicholas Velverde, noted recently at the company’s annual general meeting mainstream brands contributed majorly to the company’s (NB) growth in 2016. These brands at different times have developed various marketing campaigns or sponsorship programmes to reach their target consumers.
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