BY PRINCEWILL EKWUJURU
For eight weeks, 24 persons emerged millionaires, via the Star Game Show, a  marketing activity strategy deployed by Nigerian Breweries  (NB) Plc to retain Star’s visibility in the market , as well, empower consumers who are loyal to the brand.

Aside these, the reward scheme goes beyond mere reward, it implicates further the consciousness of the brand on the need to reward loyalty and empower its consumers, as a mark of respect for the mouth that consumes.

The company’s objective is to remain popular amongst  young consumers. The company believes its not 62 years old, but 62 years young and intends to remain soin the next 62 years.

Aside the Game Show, there’s been other marketing activations; like the Star Jamz, Star Quest, and Star trek, what the company refers to as the music tripod and presently the Star Mega Promotion, where the brand intends to reward consumers with 24 brand new Toyota cars; is an activity also employed by the company to expand the brand’s equity, and to further increase  its market share and to also consolidate on its market position.

The continuous engagement of consumers by the brand has raised its stepping point with which the product  had remained on the edge of leadership in the larger table, yet, one may tend to ask, What impact has the marketing activities had on the brand? And what has the monetary reward in Star Game Show which is now the pinnacle of entertainment for television viewers had in the life of the winners.?

These questions and more were what Jacco Van der Linden, Marketing Director of NB Plc explained; According to him, “the key reason we do the star game show is to reward loyal consumers and really try to make a difference in people’s lives and you see again, there are three new millionaires in Nigeria in the conclusion of the show, and we have done so for the past eight weeks   and you see the happiness and smiles of the people and the explosion of happiness of this great season of Star game show.”

On what is expected next year, he said, “We have a reputation of making sponsorships bigger every year.  Tomorrow, we  will start planning for next season. Our key objective is to be more professional. I promise you it will be bigger and it will also include the increase in the price money.

Continuing, Van der Linden stated, “We have what we call the music tripod, with this, we try to bring the experience  close to consumers in all corners of Nigeria and the last leg of the musical tripod is the Star mega jamz where we  combine the best of local artist with the best of international artists, and that is the music platform, then the star game is different, there, we try to reach our customers who are very important to us and very loyal to the brand.

At the end  of the day, it is the consumer who have made the star brand the biggest beer brand in Nigeria. So if you are serious about relationship you have to give something back to the society.