₦airaland Forum

stardragon:
E tire me o.
When i load creadit i see vote buhari for change.


If i ever vote buhari make i kpaii!

Na only dat one u don see...

One wonders how a brand which was once regarded by few as a special gift from God to men, has suddenly lost its mojo. Merely two years ago, it would have been pretty difficult to envisage that Alomo Bitters would cease to hold major appeal among its core consumer any time soon.

But then it did, and all indications clearly suggest that Alomo has lost its grip on the market it once dominated comfortably. Although ‘bitter drink’ brands like Oroki and Ogidiga were launched around the same time Alomo came into the market, they never really threatened its hold on the market.

However, with the emergence of Guinness produced Orijin, the Ghana-made drink (Alomo) and its contemporaries are gradually falling short in the sales department.

Here are 7 mistakes Alomo made, that led to the challenge of their dominance of the market.

Positioning as a brand for the hoi polloi: If there is one thing that kills such brands, is the fact that the target audience are extremely unfaithful. What they care about mostly is which brand gives satisfaction at the cheaper cost, and which has the newest offering. They always want to have a feel of something new. Orijin made sure this was taken care of by offering a brand even the premium customers are happy to associate with as well as affordable for the general public.


Complacency as a market leader: As a foreign brand (based in Ghana) I believe the least that could have been done was to ensure there was a continuous marketing strategy to ensure it sustained ‘top of mind awareness’. After successfully creating an emotional bond with its consumers, Alomo decided to relax on its activities and in the process, completely lost this connection to Orijin. Incidentally Orijin has not relented on its marketing since it began to dominate the market.


Not providing varieties for consumers: I am unquestionably not the only one who likes to make choices. Many brands all over the world have comprehended that having varieties of a particular product helps them win the hearts of a lot more. New brands in the beverage market tend to launch into the market with varieties, while the older ones are beginning to add some ‘swag’ to their products. If Alomo bitters had come up varieties of flavor, I’m certain they would have given their consumers a lot more satisfaction. Despite a huge level of comfort in the market, non-alcoholic brand Fanta realized it was imperative to produce an apple-flavoured drink that will compete with the likes of La Casera. Maltina on the other hand perceived that consumers were getting so comfortable with buying drinks in PET bottles, and decided to go same route.


Overdue Re-branding: For brands who engage in rebranding, the idea is to present loyal customers with a feel of an improvement in the product, and at the same time win new customers. With fake products infiltrating the market, the least that could have been done, four years after entering the market, was to re-brand with better security features to prevent imitation, and maintain customers’ confidence.


Employing an agency with little experience in PR/Marketing of an alcoholic beverage: In a situation of crisis, and the strong desire to compete with brands like Orijin, Ogidiga, Kerewa, amongst others; I would have expected the brand to engage the services of a more experienced PR/Marketing firm (with due respect to Chain Reactions). A firm in the realms of The Quadrant Company or Mediacraft Associates Ltd. would have been appropriate. Although I’m certain the retainer fee was a huge deciding factor, something a brand like Alomo should have ignored and rather focused more on the positive outcome to be enjoyed.


Poor media engagements: Until I visited the Kasapreko brewery in Ghana, I had the impression of a cheaply brewed drink. The million dollar brewery is actually one of the largest in Ghana. This is an information that should have been well communicated in the media, through the engagement of a reputable PR firm. There were widespread damaging comments in the media about the brand over a year ago. Talks about fakes of the product and it being harmful for consumption filled the air, and yet no proper response came from the company to shut down these claims. Their inaction led to many losing confidence in the brand.


Neglecting quality: Of course the consumers are aware that it’s a blend of herbs, but that doesn’t prevent it from being properly filtered and brewed to perfection. Just from its taste, Orijin consumers are guaranteed of a ‘premium drink’ so to speak. Alomo became more popular for its supposed sexual enhancement capabilities and it patronized by the lower class citizens.

- See more at: http://bizwatchnigeria.ng/alomo-bitters-is-down-and-out-7-things-they-got-wrong/#sthash.Jg4Dds9P.dpuf

The National Union of Posts and Telecommunication Employees (NUPTE) has criticized the constant unsolicited adverts on cell phones being posted by telecom providers in the country.

President of the union, Mr Sunday Alhassan, speaking with journalists on Sunday, January 18, said the unsolicited adverts, drop-in-calls and others charges had become very worrisome, adding that there had been a lot of complaints from different quarters on how unnecessary charges had been deducted for calls or unsubscribed ring tones.

” What we are condemning is the text you get saying that your subscription has been renewed automatically when you never subscribe to such a product.

“Then the text is telling you, if you intend to unsubscribe key into some numbers and as soon as you key into those numbers they will tell you that it is an error. We believed that this is a fraud on the part of the telecom providers.”

“We have also discovered that a lot of calls drop or fail while making them and till date none of the providers has given us any explanation. As a union we seriously condemn these acts,” he said.

Alhassan said that the union had complained to the Nigerian Communications Commission (NCC), the regulatory body of the telecommunication operators, on the matter and that the commission had assured the union that something would be done about the issue.

“We are not taking on the operators specifically because some of these operators are yet to allow their workers to belong to the union,” he said.

- See more at: http://bizwatchnigeria.ng/enough-is-enoughnigerians-are-tired-of-unsolicited-adverts-from-telecommunication-companies/#sthash.fEmIkkIA.dpuf

You need to step into those toilets...very terrible for an airport.
And that hot lounge....

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