Nigerian Breweries spent N22b on marketing/sales promo in 2016

Must Read

FG, States, LGAs share N528.39bn FAAC allocation in Jan 2021

The Federation Account Allocation Committee (FAAC) disbursed the sum of N619.34bn to the three tiers of government in December...

How To Block Your Bank Account And SIM Card In Case Of Emergency

Losing your phone and wallet or having them stolen can be very frustrating. However, in case that happens to...

List of United Bank for Africa (UBA) Sort Codes & Branches (with addresses) in Nigeria

The sort code is a number that usually identifies both the bank and the branch where an account is held. The sort...
- Advertisement -

Despite the challenging macroeconomic environment in 2016, Nigerian Breweries, the leading brewery in Nigeria remained undeterred in its marketing expedition, as the company spent over 22billion on marketing and sales activities within the year.

This was however 5 percent lower than the N23.5billion the company allocated for same purpose in 2015 according to the company’s 2016 Annual Report. Yet, it remained a major marketing commitment for the 70 year old brewery giant at a time when most multinationals were forced by the economic recession to cut deeply into their marketing spend, leaving most marketing communications agencies with little or no job to do.

Of course the decision by many companies in Nigerian to lower their marketing budget was justified by the difficult macroeconomic situation. The nation’s currency lost 70% of its value in the midst of a forex crisis that triggered high inflation and undermined consumer spending. But NB Plc’s big spending has ensured that the company continues to dominate the brewery market in Nigeria and remains a darling brand for consumer across demography.

In the year under review, NB Plc, despite declaring a 4.3 percent revenue drop in 2015 annual report, spent heavily on billboard, TV, radio, press and especially digital marketing. According to sources within the company, the company had actually increased to a significant proportion its digital budget in 2016 in a bid to re-engage the youth market and sustain brand loyalty.

- Advertisement -

Though the Gulder Ultimate Search which is usually one of the major marketing undertakings for the company, with big TV rating was discontinued, the company still had more than enough campaigns to thrill and excite its consumers. Some of the major campaigns that ran within the year was Maltina Dance Hall, Heineken Build Your City and of course 33 Friendship Experience Parties.

Read Also:  DStv Launches 24/7 WhatsApp Self-Service

The brewery giant also strengthened its Ready To Drink category with the launch of Strongbow into the Nigerian market and the sponsorship of Ace Hood show to support the Ace brands. Amstel also continued its support for the movie industry with its sponsorship of the Africa Magic Viewers’ Choice Award. In the case of Star, the flagship brand on its stable, created a major emotional touch points with consumers by hosting Star Music- The Trek, which attracted some of the big names artistes in Nigeria and beyond.

The brand took the excitement a notch higher by pulling off an unprecedented activation when it unveiled its partnership with five leading football clubs in Europe. The clubs are Manchester City, Arsenal, Real Madrid, PSG and Juventus. The multimillion naira deal led to the rebranding of Star label.

Nigerian Breweries also demonstrated support for the indigenous art, culture landscape in Nigeria through sponsorship of the 2016 editions of the Oju Oba and Osun Oshogbo festivals through the Golberg brand. Life Beer also sustained its sponsorship of the Umu Oganiru Carnival.

- Advertisement -

 

 

 

 

- Advertisement -

(marketingedge)

- Advertisement -
Nigerian Breweries spent N22b on marketing/sales promo in 2016 - Brand SpurNigerian Breweries spent N22b on marketing/sales promo in 2016 - Brand Spur

Subscribe to BrandSpur Ng

Subscribe for latest updates. Signup to best of brands and business news, informed analysis and opinions among others that can propel you, your business or brand to greater heights.

- Advertisement -

LEAVE A REPLY

Please enter your comment!
Please enter your name here

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Nigerian Breweries spent N22b on marketing/sales promo in 2016 - Brand SpurNigerian Breweries spent N22b on marketing/sales promo in 2016 - Brand Spur

Latest News

Hong Kong ICT Awards 2021 opens for enrolment

HONG KONG SAR - Media OutReach - 23 April 2021 - The Hong Kong ICT Awards (HKICTA) 2021 is open for enrolment today (April 23). Entries of locally developed information and communications technology (ICT) products and solutions are invited to compete for the Grand Awards in the eight award categories, and the top accolade of the competition - the Award of the Year. The deadline for enrolment is July 16, 2021.


Steered by the Office of the Government Chief Information Officer (OGCIO), the HKICTA 2021 is organised by eight local industry associations and professional bodies. The award categories and respective Leading Organisers are listed below:


Award Categories

Leading Organisers

Digital Entertainment Award

Hong Kong Digital Entertainment Association

FinTech Award

The Hong Kong Institute of Bankers

ICT Startup Award

Hong Kong Wireless Technology Industry Association

Smart Business Award

Hong Kong Computer Society

Smart Living Award

Hong Kong Information Technology Federation

Smart Mobility Award

GS1 Hong Kong

Smart People Award

The Hong Kong Council of Social Service

Student Innovation Award

Hong Kong New Emerging Technology Education Association


A Grand Award will be granted in each category. A Grand Judging Panel, to be led this year by the President of the Hong Kong University of Science and Technology, Professor Wei Shyy, will select the Award of the Year from the eight Grand Awardees.


Since its debut in 2006, the HKICTA has endeavoured to recognise and promote outstanding ICT inventions and applications, thereby encouraging the pursuit of innovation and excellence among Hong Kong's ICT professionals and enterprises to meet business and social needs, bring benefits to the community through adoption of innovation and technology, and foster Hong Kong's smart city development together.


Details of the HKICTA are available on the thematic website (www.hkictawards.hk). Enquiries can be made to the OGCIO at 2582 4318 or by emailing [email protected]


Nigerian Breweries spent N22b on marketing/sales promo in 2016 - Brand Spur
- Advertisement -
BrandsPur Weekly Cartoons
- Advertisement -Nigerian Breweries spent N22b on marketing/sales promo in 2016 - Brand SpurNigerian Breweries spent N22b on marketing/sales promo in 2016 - Brand Spur