CLIENT
- Champion Breweries Plc (Owned by Heineken)
PROJECT TITLE
- Marketing & Sales Retainership
SERVICES RENDERED
REMARKS
- Our relationship with Champion Breweries began when we were invited to make a pitch. Our passion and practical experience impressed the Managing Director who pronounced that we were just the kind of agency they wanted. As required by the parent company, Heineken, we obtained our DUNS ID for global credibility and got registered as a vendor that is readily called upon to provide a wide range of solutions to the marketing and sales departments.
BACKGROUND
- Champion Breweries Plc is a publicly listed company on the Nigerian Stock Exchange with majority stakes owned by Heineken. The company has been a regional player in the Nigerian beverage industry but desired to consolidate and increase market share by reworking and improving its marketing communications drive to reach more consumers. The company also sought to develop new products and required external support in launching the products to the market.
NEED STATEMENT
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Following the emergence of new brands in the market from competitors and dwindling revenues, the company sought to regain lost grounds by expanding its reach with existing products while introducing new products to the market.
Although the company has fully functional marketing and sales departments, it decided to engage the services of an external marketing agency on a retainership basis to be saddled with the responsibility of executing the set objectives of the company.
The idea is to have a reliable partner on standby to meet the varying needs of the company as they arise.
SOLUTION PROFFERED
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Since our engagement with the company was formalized, we have handled a couple of projects including recurring ones.
- We developed a go-to-market strategy and brand activation plan for a new product concept (State Lager Beer)
- We developed scripts for radio jingles for two new products in the malt and beer categories
- We managed the production of the jingles (Champ Malt with butter cookies AND Champion Lager Beer with ginger extracts)
- We prepared a budget for media buying for the jingles
- We conducted a consumer user test for two new products (Champ Malt with butter cookies AND Champion Lager Beer with ginger extracts)
- We developed a price comparison chart between other brands in the market and advised on price point (State Lager Beer)
- We manage manpower support (payments) for in-bar sales agents in six different states
- We prepared the billboard advertising budget
We shall be updating this outline as we execute more projects.
PROJECT OUTCOME
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- The marketing communications of the brand has gained a fresh and creative touch
- The burden of payments for in-bar sales agents has been lifted from the company
- The company is fast regaining grounds in the market from the south-south to south-east
- The client gained insights on what is required to expand the market beyond the present scope
