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Yoghurt market: Deepening penetration through promo & reward system …As Hollandia, others stir competition

Stories by Princewill Ekwujuru

Competition they say is good for the market, because of its tendency to boost economic activities and provision of  job opportunities for the citizenry.

The present competition in the Yoghurt market in Nigeria is revealing an interesting scenario in that segment, going by the array of  Yoghurt products seen in the market is a sign that the market is buoyant for the manufacturers.

One thing is for the brand (s) to retain visibility on the shelves, another thing is for the manufacturers to register the brand (s) on consumers mind.

What manufacturers do to retain consumer loyalty is another thought, for the brands to be accepted is another job for the marketing communications arm of the manufacturers.

The Integrated Marketing Communications, IMC tools employed by competitions in the market has given much credence to the nature of  competition brewing in the  sector.

Recently, Fan and Super Yoghurt from the stable of  Fan Milk Nigeria Plc,  Sena Yoghurt and various other imported brands have heightened  tempo in the market which invariably has brought out the creative ingenuity in the local brands.

For instance, Hollandia Yoghurt from the stable of Chi Limited has gone hay wire with its ongoing pomo, Refresh ‘n’ Win, which began in December 2013 to end February 28, 2014, has virtually increased the market penetration of the brand with its 360 degree ad creativity, likewise that of others.

According to the company, the promo is aimed at promoting and deepening the market presence of the brand across the country. While also creating awareness for the brand’s value propositions.

The Managing Director of Chi Limited, Mr. Deepanjan Roy said: “Hollandia Yoghurt Refresh ‘n’ Win promo was conceived to reward the growing population of consumers across Nigeria that have made the Yoghurt their loyal brand.”

On mechanics of the promo, he said that consumers are to buy two 1-litre or 500 ml packs of Hollandia in any variant of Strawberry, Plain Sweetened or Pineapple Coconut to get one scratch card at the point of purchase, even though consumers are allowed to participate as many times as possible.

He assured participants that it will take less than five minutes for them to get a response after sending the text while presentation of a form of identification and the original scratch card by prize winners will enable them to claim their respective prizes.

Continuing, he stated that consumers can also visit the Hollandia Yoghurt Facebook page to monitor progress on the promo and leave any message on the page to enable the company provide a prompt response. A grand prize of a trip to London or Paris would be announced at the end of the promotion, he enthused.

An ipad winner, Pius Joy from Enugu, shared her joy on how she won: ‘I have always loved the unique taste of Hollandia Yoghurt. When I saw the ad of the promo on TV, I said may be this is my time. So, I started scratching and texting. When I was invited for the draws, I didn’t believe that I will win but I still came. So, when I was announced as one of the winners of an ipad, I was shocked.”

Also, Kalagbor Ruhoma from Rivers says that now that she has won, she would not stop drinking Hollandia Yoghurt. “I used to drink Hollandia Yoghurt once in a while, but now that I have won an ipad, I will drink more and more Hollandia Yoghurt until I win a trip to London.



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