With the launch of Ace Roots, a bitter drink, into the Nigeria market, Olamide Bakare who witnessed it asks if this will not signal the beginning of a long awaited marketing battle between owner of the brand, Nigerian Breweries and owner of the market leader, Orijin, Guinness as the former strives to acquire a share in the already crowded bitter market.


Prior to the launch of Orijin into the Nigerian market, little was known about many bitter drinks particularly among some certain class of the society. At best, the proliferations of brands such as Osomo, Alomo bitters among others was largely considered as inferior due to the caliber of people that were attracted to them. But the arrival of Orijin, which many doubted its success, soon changed all that perception with Nigerians and beer drinkers embracing the new bitter drink. Having recorded success in attracting a large portion of beer drinkers, Orijin later launched out with three variants, including ready to drink.

However, if there is anything that continues to amaze many brand analysts, it is the manner in which the brand got acceptability, despite little effort to market the product.

Now that a new product, Ace Roots, has come to give Orijin and other known brands a run for their money in their marketplace, particularly in the area of category in which they play, there are feelings in some quarters, especially among brand handlers that the entrance is an indication that a tough battle may be lying ahead.

Although, some brand analysts believe that the introduction of Ace Roots was designed to challenge Orijin, others are of the view that it was likely going to be a huge, herculean task to fight the market leader for share of its market, considering its dominance at the moment.

One of the commentators who runs a wholly marketing magazine, Marketing Edge, Mr. John Ajayi said it was not enough to say that the product was out to displace the market leader, considering the fact that it takes a product that has a good brand essence or value to give a market leader a big fight. To him, the new product must strive to ensure that there is a clear distinction that would attract its own target audience.

Also speaking, The Managing Director of Kishi lagos, Mr Adeola Adejokun believes the new introduction is a clear knee-jerk reaction to the success of Orijin in the market.

He said, ”To me, I regard the introduction of Ace Roots as a direct response to the soar away success of Orijin, a brand that has enjoyed massive consumer uptake since it hit shelves and bars across the country in 2013. I recall a Businessday publication in which a recent Renaissance Capital (RenCap) research report based on market visits and engagements with bitters vendors and alcohol beverage distributors affirmed Orijin’s best-seller status in 2014. This best-seller status is beyond the bitters and ready-to-drink segments; it encroaches into the beer category where the Orijin brand has created a major upset. Ace Roots is an attempt to recapture market share lost to the rampaging Orijin brand by Nigeria’s largest brewer.

Adejokun noted that despite increased marketing spend by competitors such as Alomo, Orijin still remains top of the mind in the market.

He said, ”You will agree with me that Orijin is not playing in a blue ocean before now. It met a motley brand of bitters such as Alomo, Ogidigba, Pasa Bitters, Koboko etc., in the market before swiftly displacing Alomo to gain market leadership. Consumers will determine the fate of Ace Roots because increased advertising and promotions spend by the promoters of Alomo is yet to impede Orijin’s increasing uptake.

Condemning the tactics deployed by Nigerian Breweries to de-market Orijin through the mouthing of its low sugar content, he says it is at best for consumers to make informed choice.

He said, ”While the entry of Ace Roots is a welcome development as it increases the options available to the consumer in the bitters market, the commentary on Orijin’s sugar content by Nigerian Breweries executives is negative marketing. It is likely that the sustained negative whispering campaign about Orijin having high sugar content which has been largely disregarded by its consumers and adorers emanated from Nigerian Breweries. It is best that the brewer concentrates on promoting its bitters brand without de-marketing the category leader. Or is Nigerian Breweries NAFDAC? I am certain the ingredients as stated on the brand package is statutorily approved by NAFDAC before use by Guinness Nigeria. In response to this negative campaign, I am aware that Guinness Nigeria has stated without equivocation that the sugar content of Orijin is not more than that of other beer brands in the Nigerian market.”

There is something in a name

In marketing, it is said that nothing succeeds unless the name is right. In several situations, the best company, or the best product with good packaging or best marketing in the world did not work owing to the wrong name used.

While some analysts believed that Orijin as a name resonates quickly with consumers because of its local nomenclature, there are those who think the name Ace Roots may constitute a serious setback for the product to make necessary inroads owing to the fact that it appears more foreign and boring.

A global example

Take for instance, Gablinger’ beer which was launched several years ago with award winning TVC that received publicity galore never got to see the light of the day based on the wrong choice of name. Name, according to marketing experts, is not considered in isolation since it is determined in relationship to the categories and its attribute.

Likely competitive edges

However, if there is one thing that seems to be in the favour of Nigerian Breweries as the marketing battle begins, it is the huge war financial chest to engage owners of Orijin brand.

Besides, the low pricing introduced may likely be a game changer as many consumers may be forced to switch allegiance.

Nonetheless, whether Orijin will continue to be market leader remains a matter of time as Nigerian Breweries make a bold step to win the new bitter battle.

http://dailyindependentnig.com/2015/03/bitter-war-orijin-ace-roots/

it was alomo bitters then baby oku now orijin..
aceroots is next


isokay

#TeamOrijin+Nkwobi only thing I look forward to on Sundays Wat da fuq is Ace roots? Una no fit find better 9ja name?