Must Read

Airtel Nigeria Unveils New Cheap Data Plans to satisfy consumers growing demand for mobile Internet

… Rolls out 4G in Over 100 Cities, Towns Leading telecommunications services provider, Airtel Nigeria, has announced a massive increase...

Kotoka Ranked Best Airport in West Africa

Ghana's Kotoka International Airport has been adjudged the best airport in West Africa and the fourth-best in the World...

List of Guaranty Trust Bank Sort Codes & Branches (with addresses) in Nigeria

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

Today is the last day in the series and it is going to be a recap of the discussions in the last 16 days.

The war has been seen to be one of wits and strategies and the winner is one who will pay more attention to consumers and their desires.

Day 1: The has been fought on price, volume, campaign activities, trade incentives, trade margins, distribution channels & other freebies. Each brand has a competitive advantage. Prior to the introduction of Big Cola in 2015, the war had been between Coca-cola & Pepsi.

Day 2: Bigi Cola joined the in 2016. They fought with more volume at a lower price. That was at a time Nigeria was entering her first recession in 25 years hence the declining purchasing power coupled with rising in inflation gave them an edge. Coca-cola and Pepsi reacted.

Day 3: RC Cola joined the in 2018 however the big brands didn’t relent in their aggressive campaigns to ensure their products stayed on top of the minds of consumers. This has helped their brands position themselves among consumers. Many still regard Coke & Pepsi.

Day 4: To win the you must defend your stronghold and that is by discovering your area of strength and deploying all available resources towards it. Never allow any competitor to find a way into where you are strong. If the distribution is your area of strength, defend it.

Day 5: You can win the by signing exclusivity deals with distributors. The big brands have an edge here and this will create a barrier for the new entrants to enter the trade. However, new entrants faced with this challenge may have to develop their own network in trade.

Read:  Cola War in Nigeria (Day 2)

Day 6: The new entrants will have to embark on retail sales but it will cost more money and it is time-consuming. Retail sales are more effective as it is a pull strategy rather than a push strategy through distributors. This strategy will cause a demand for your products.

Day 7: Another strategy that can be used to win the is exclusivity in outlets and channels. This could be hotels or restaurants. You will ensure an agreement where your products are going to be the only ones sold in that outlet. This may require special incentives.


Day 8: Social media engagement is crucial for victory in any marketing war in this age and time. Consumers spend more time on phones than any other gadget. You must ensure you meet them there and interact. Engaging in social media allows for feedback from consumers.

Day 9: Winning the requires you to respond promptly to changes in market dynamics. Things change very fast these days and you must not be slack in responding to changes in the economy or from competitors. Survival in marketing requires the fluidity of actions.

Day 10: Victory over competition requires management of your corporate reputation. The Bigi Cola illustration was given where a negative social media campaign against them was not promptly responded to which is a mistake any brand must not make. Guard your reputation.

Day 11: In the battle for dominance in the , you must ensure you develop new products in response to changes in consumer behaviour. Consumers like new things & you must be ready to satisfy them. Consumers may get bored with the same kind of offerings. Develop new products.


Day 12: Every organization or brand must avoid the plague of corporate arrogance. It has destroyed many brands. It is a plague common with big brands who have succeeded. It expresses itself in political intrigues, bureaucracy and poor listening ability. Avoid conceit!

Day 13: What happened to Kodak, Nokia & BlackBerry? They were victims of corporate arrogance. Any of the fighters in the can be a victim of corporate arrogance. Don’t ignore feedbacks & be sensitive to changes in the marketing environment. Act with speed when necessary.

Day 14: Identify your most profitable segment of the market and tailor your strategies, adverts and promotions towards this segment. In the , the youth segment is very important and brand managers must concentrate their efforts on the teeming youth population.

Day 15: Smaller brands can take advantage of geographical segmentation to concentrate their efforts and resources and deal more effectively with the competition. Smaller brands can also consider contract manufacturing as a way to reduce production costs and save time.

Day 16: People are the face of your organisation. The quality of people and customer service determines the success of the business. To win the , you need highly trained and professional sales and customer service, teams. Value your people and train them!

Written by:

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 -

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.

Latest News

LASG Expands Ferry Capacity To Accommodate 480,000 Passengers On Water

The Lagos State Government, through the Lagos State Ferry Services, LAGFERRY, will ferry an average of 480,000 passengers via...

Central African Countries Optimistic About Halving Deaths From Malaria, But Major Challenges Remain

Central African countries surveyed in new opinion study believe that halving malaria deaths is more achievable than elimination by 2030; Malaria experts are very...

FBN Holdings Plc – Lower cost of risk supports ROE

CardinalStone Research  FBN Holdings Plc (FBNH: TP 7.76 - BUY) has reported a 13.1% YoY increase in EPS to N1.38 for 9M’19 in its latest filing...

Konga Expands Retail Store Outlet, New Stores In Lagos, Uyo, Abuja, PH, Warri

Foremost e-commerce giant, Konga has expanded its growing list of retail stores nationwide, further cementing its place as Nigeria’s only omnichannel retail superstructure. Apart...

Apple, Google Are Again Named Most Valuable Brands In The World- Interbrand

Apple, Google, Amazon and Microsoft again topped Interbrand’s latest brand ranking, the Best Global Brands for 2019. Samsung again came in sixth place following...

More Articles Like This