Cola War in Nigeria (Day 7)

Must Read

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 Mobile Banking USSD Codes For All Banks in Nigeria and how to use them

The introduction of USSD codes (Unstructured Supplementary Service Data) has changed the Nigerian banking system completely. Today, mobile banking...

Here is a list of all Microfinance Banks’ USSD Codes in Nigeria.

A Microfinance bank is a type of bank that offers small loans, or microloans, to individuals, entrepreneurs and small...
- Advertisement -

Today, we continue with strategies that can enable any of the brands to win this fight. Some of these are in use now by the big brands and it’s working. This strategy is called exclusivity in outlets & channels. It could be hotels or restaurants.

Similar to the exclusivity with distributors, this strategy is for channels servicing consumers. It could also be industrial users supplying large consumers of the product. It could be direct supplies to hotels, restaurants and major canteens.

Such arrangements require a Service Level Agreement (SLA) with the chosen outlets. Outlets presently in these arrangements include Coca-cola and Chicken Republic (a major restaurant in Nigeria), Coca-cola and Coldstone (a major ice-cream point in Nigeria), Pepsi and KFC.

- Advertisement -

There are some others but time and space will not allow their names to be mentioned. Many more of these exclusivity arrangements can help your brand lock down a particular outlet in your favour. It may require you parting with some incentives for these outlets.

Cola War in Nigeria (Day 7) - Brand Spur

Ensuring exclusivity in outlets for your brand increases your negotiating power. It allows you to optimize supplies into such outlets and achieve maximum efficiency in such outlets. This means you have been able to edge out your competitors from such outlets.

One other strategy that can enable your brand winning the war is preventing espionage. You must do everything possible to guard your trade secrets and strategies. Your trade secrets are the arsenal that keeps you winning in the market place.

- Advertisement -

Cola War in Nigeria (Day 7) - Brand Spur

You must protect your trade secrets from getting into the hands of your competitors. That remains the secret of Coca-cola as a brand and a recipe on an international level. Reports have it that only two people know the secret of the recipe and they don’t fly together.

Read Also:  COVID 19: Coca-Cola Empowers 5000 Women for Economic Recovery

Each brand must not allow the competitors to know what makes them tick in the trade. Competitors are ready to pay any amount to get at what is making you succeed in the market. The market leaders want to know the secret of the new entrants and vice versa.

Every succeeding organization must prevent its trade strategies from leaking out. One way of preventing espionage involves employee engagement to prevent employee turnover. These employees may eventually be recruited by competitors and that may be catastrophic.

- Advertisement -

Similarly, your suppliers may leak your trade secrets and you must do all you can to prevent this from happening. There are many more things to do to prevent espionage but we will take that discussion out of the so as to remain focused.

Tomorrow, we continue the series. I’m sure it is getting more interesting.

Written by: 

Read Also:  Pepsi Releases J-Cola Soft Drink Range For The Japanese Market

Oluwole Dada, (Regional Sales Manager at Nestle Nig. Plc; Member, Chartered Institute of Marketing (UK))

For more insightful conversations, follow Oluwole Dada on Twitter  @oluwole_dada

- Advertisement -
Cola War in Nigeria (Day 7) - Brand SpurCola War in Nigeria (Day 7) - 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 -


Please enter your comment!
Please enter your name here

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

Cola War in Nigeria (Day 7) - Brand SpurCola War in Nigeria (Day 7) - Brand Spur

Latest News

PFAs Increase Investments in FGN Bonds by N935 Bn to N6.64 Trn in 9 Months…

Freshly released report on pension fund assets by National Pension Commission (NPC) showed that the total value of pension...

Insight Redefini Appoints Group Creative Director

Insight Redefini Group, a member of Troyka Holdings has deployed Sinmisola Hughes-Obisesan to the role of Group Creative Director Insight Redefini, in furtherance of...

Heirs Holdings Significantly Expands Oil and Gas Portfolio

Acquires 45% of OML 17 from Shell, Total and ENI Existing Production Capacity of 27,000 barrels of oil equivalent per day Estimated 2P...

OPEC Predicts A Rebound In U.S. Shale

Oil prices fell back on Friday over demand concerns. News that China has reported its highest Covid-19 case count in months weighed on market sentiment. OPEC sees...

Nigeria Inflation: Cost-Push Pressures Stoke Prices All-Year.

Nigeria Inflation soared to a 37-month high of 15.75% (Vetiva:15.91%) in December, driven more recently by festive demand alongside earlier multiple cost-push factors which...
- Advertisement -
BrandsPur Weekly Cartoons
- Advertisement -Cola War in Nigeria (Day 7) - Brand SpurCola War in Nigeria (Day 7) - Brand Spur