Category Archives: BRAND FOCUS

Nigerian FMCG Brands and Competition


Fruits juice production is a viable project as raw materials are readily available in Nigeria. It grew well in 2016 with 3% off-trade volume growth, although the growth was slower than what was recorded over the review period, when the off-trade CAGR was 8%, due to the negative impact of the poor economy in 2016.
The Juice industry has however thrived in the Nigerian market through innovations from some brands such as Chi’s limited, Dansa Food Limited, C-Way Food, Dangote Group of Companies, Danico Foods Limited, Frutta Juice & Service Nigeria Limited, and Fumman Agricultural Industries Limited. Other novel products driving interest include Wilson’s Lemonade and a wide variety of juice drinks that are generally cheaper than other juice types.
With the above varieties and competition in the market place, brands in this sector are taking several measures to stay relevant to its consumers and also gain more market share. However this has consistently been challenged by Chi limited who is one of the foremost juice brands in Nigeria. Declared as the dominant brand in the fruit juice sector in a report released by Euro monitor international, CHI limited has remained the leading brand in fruit juice market in Nigeria with an off-trade volume share of 33% and an off-trade value share of 35% in 2016.
It has also become an overriding competitor in the Milk & Yoghurt Drink and Packaged snack foods sector of the Nigerian Economy. According to an audit report released by AC Nielsen Retail Audit Data for Q1 2016, it stated that Chi Limited’s Hollandia Evaporated Milk has taken the lead ahead of Peak Milk in the evaporated milk segment with an increased market share point of 7.4 while “Peak Regular” has dropped by 7.9.
The report indicated that while Hollandia has been consistently gaining market, Peak has been losing ground.
The company has a long presence in Nigeria through which it has gained strong knowledge of the marketing terrain. It has also succeeded through its strong distribution network and merchandising activities, which has created availability and visibility for its wide range of brand variants, supported by advertising.
CHI Limited’s manufacturing facility deploys an advanced processing and packaging technology and also dedicates resources to research and development to ensure that CHI products provide the essential vitamins and nutrients that the consumer requires for healthy living. Its brand Capri-Sonne is said to be the largest selling children fruit juice drink in Nigeria, while Happy Hour is rated as the largest growing brand in West Africa.
It has established footprints in urban and rural Nigeria with large number of depot operations across the nation.



Chi Exotic Nectar, one of Nigeria’s most admired fruit nectar drink has launched a new communication campaign to reiterate its commitment to indulge all its consumers with the wonderful taste that they just love. Tagged I Love the Taste, the campaign delivers the brand’s promise of superior excellent taste through sublime and persuasive imageries that resonate with consumer aspirations.



Etisalat Nigeria has adopted 9mobile as its new trade name, its successor company, Emerging Markets Telecommunication Services Limited, EMTS, on Tuesday formally confirmed the development.
“Emerging Markets Telecommunication Services Limited (EMTS), which previously traded as ‘Etisalat Nigeria’ wishes to inform its over 20 million subscribers, government, regulatory agencies and all relevant stakeholder groups that the telecommunication company has changed its name to 9mobile as a further testament of our unwavering commitment to ensuring business continuity as Nigeria’s fourth largest telecom operator,” the company announced in a statement.
The statement signed by its Chief Executive Officer, Boye Olusanya, explained that the new trading name, 9mobile, represented the company’s “0809ja heritage,” “9ja-centricity”, and its “evolution over 9 years of operations in Nigeria.”
Mr. Olusanya said although the company’s trading name changed, it remained true to the same values it was built.
“A strong and resilient Nigerian spirit continues to reside in us, uniting us with our subscribers, confident that you will continue to believe in our new brand, which strongly reflects our innate creativity and youthfulness,” he added.
Besides, he said, the rebranding was a testament to the company’s dynamism, responsiveness and agility as a business, while leveraging the power of technology to deliver innovative products and services to meet customers’ needs.
“Our confidence in our ability to continue to make this happen is bolstered by the sheer determination, commitment and passion of our people to do more; and continue delivering excellent service.
To ensure the change of name was delivered efficiently and responsibly, the CEO said 9mobile announced plans to migrate to the new brand over the next few months.

Describing its travails as a transition, he urged its subscribers to be patient, as he reaffirmed the company’s commitment to remain a listening brand.
“We will continue to innovate, support, and empower you to do more, whether as an individual or a business,” he said.

-Premium Times



Fidelity Bank Plc, one of Nigeria’s foremost financial institutions has announced resumption of international transactions on debit cards and raised the monthly international spend limit on its Naira Visa Credit and Debit Cards to $1,000. The move is in response to customer needs and the improved foreign exchange liquidity in the banking system, a fall-out of various economic recovery measures put in place by the Central Bank of Nigeria (CBN).
“We are pleased to remove the restrictions on International transactions on Fidelity Visa Naira Credit and Debit Cards.

GTBank Listed Among Top 25 Banks In Africa, 1000 Global Banks.

Segun Agbaje

Guaranty Trust Bank Plc, GTBank, has been ranked among The Banker Magazine’s Top 25 Banks in Africa that was released last night, in the magazine’s 2017 1000 Global Banks’ ranking.

Other banks on the lists are Zenith Bank Plc, FirstBank Nigeria, Access Bank, United Bank for Africa Plc and Diamond Bank Plc.

According to the ranking, GTBank was ranked the third in Nigeria, 13th in Africa and 588th in the world.

According to The Banker, Africa’s leading economies faced adverse conditions over the 2016 review period, as low commodity prices continue to shake the continent’s growth trajectory.

They pointed out that dealing with a shortage of foreign exchange, heightened political risk and volatile currencies, the performances of some regional lenders have suffered.

“Yet, as the rankings demonstrate, this is not a one-dimensional story. In some cases, African lenders have improved on their positions in the Top 1000 ranking, helped in part by prudent growth strategies and diversified business models,” the report added.