By Princewill Ekwujuru
Few months after the re-launch and takeover and brewing of Goldberg by Nigeria Breweries Plc, the beer seems to have re-aligned itself to market technicalities.
From observed trend, the brand is pulling some strings, using all Integrated Marketing Communication (IMC) tools to push for visibility and eventual market dominance, not minding the existence of other big brands in the market.
For dominance to occur, there are steps. Marketers and brand custodians often devise strategies for making inroads into the market, but unfortunately, only few succeed. It is a different ball game particularly when it comes to a product that had existed and needed to be re-launched, then it requires a superior market strategy. This happens when a brand modifies its key elements of the marketing mix without materially changing its target consumer group.
Some years back, Goldberg was consumed by a class of persons who were in the minority, and barely seen in notable bars and this hindered its growth for many years despite going through name change several times.
From the stable of its former brewer, Sona Breweries, Goldberg was crawling in terms of patronage until NB took over and gave it a facelift that is making it a sought- after brand by its lovers, particularly in the western region of Nigeria, with pockets of presence in Lagos and some states.
In a bid to sustain its position and expansion trend, NB recently extended the brand’s equity profile with its re-launch in Ibadan, Oyo State. The event reinforced the real meaning of “Goldberg” that is ‘Gold Mountain’, a name that best describes the beer, brewed from finest grains and hops.
Brewed to golden standard, the new improved Goldberg lager beer now comes with a distinguished attractive packaging (New Crown Cork, New Bottle, and New Labels) and improved product quality. At the trade briefing in Ibadan, the new brand was revealed to the key partners amidst rich cultural ambience that emphasized how the beer was expertly brewed to produce a crisp, distinctive flavour, refreshingly pleasing aroma and a classy golden hue.
According to Mr. Walter Drenth, Marketing Director, Nigerian Breweries Plc, “Goldberg came from the quest to satisfy all lovers of quality lager beer and we will never stop in giving consumers the best product and services with the hope of bringing satisfaction. To our distributors and consumers around, this re-launch is definitely going to be a new golden business experience”.
Drenth had reassured consumers that in terms of pricing, Goldberg has a new pricing position different from the likes of other beers from NB stable. “A lot of our consumers who desire high quality lager beer who cannot afford the likes of Heineken, Star or Gulder lager beer now have Goldberg, stamped with a crest quality.
However, the reasons for the product re-launch generally includes when it is apparent to the marketer that the brand in question is losing share because its physical qualities need a rejig. It is also possible that, in comparison to competition, the brand is looking tired and old-fashioned; this could be a reason to strengthen the brand communication.