Hey guys, it’s been a while, well I have been so busy with work and forgot to blog, I really would like to appreciate those who have kept in touch via my blog, Thanks a lot. I would like to expand my blog tenet by starting digital PR and this would enable me give a lot more insight on our in-house brands here in Insight communications. Recently Legend extra stout was re-launched in Lagos to increase awareness about the brand which has been struggling to gain a share of the stout market.
The NB management may have decided silence may not always be golden, especially in brand management. Last week, on Friday 7 March, the management, at Jogor Centre, Ibadan, and in a show laden with pomp and personalities, re-presented Legend Extra Stout in a brand new and fashionable packaging. Two weeks earlier, the company’s officials had embarked on a tour of the North Central, East, West and South-South zones of the country to introduce the alcoholic beverage to its key distributors and retailers.
The new Legend Extra Stout, complete with new body and neck labels, also comes with a back label for the first time since it was first launched. To observers, this may signal a strategic repositioning for a brand which many consumers believe has the potential of rejuvenating the stout market.
Launched in 1994, Legend has always played the laggard behind Guinness Foreign Stout, indisputably the market leader on the sales shelf. NB plc is, however, resolved to seize the market in the next few years with Legend and has unfolded aggressive marketing plans. Mouthing a new pay-off line, Carry Da Touch, NB officials told distributors, retailers and consumers that for a long period, Legend had been too quiet. Now, they declared, it is time the drink made a loud statement in the stout market
The competition between the two major players in Nigeria’s brewing sector, the Nigerian Breweries plc and Guinness Nigeria plc, is itself legendary. Nigerian Breweries is the dominant leader in the brewed products sector in Nigeria. The company arguably leads in the lager and malt drinks sector, with its flagship, the Star lager beer and the Maltina range. Guinness fights back in these categories with its Harp lager beer and Guinness Malta. But Guinness’ Foreign Stout incontrovertibly controls the stout market and has been successfully warding off the Legend challenge.
Nigerian Breweries’ lager brands – Star, Gulder, Gulder Max and Heineken – control about 60 per cent of the lager market. Guinness Nigeria plc, on the other hand, derives its strength from its Foreign Extra Stout which controls a huge 91.2 per cent, leaving a meagre 4.6 per cent for Nigerian Breweries’ Legend, 2.4 per cent for Consolidated’s Turbo-King and 1.8 for other players.
Sustaining the Name ‘Legend’
Michael Jackson, Coca Cola, Mandela, Mercedes Benz and Fela Anikulapo Kuti have one thing in common: their names evoke originality, uniqueness and freshness. Hate them or love them, it’s difficult to ignore them because of their legendary attributes. Either young or old, these attributes follow them like star and it never diminished.
When it was reported recently in some foreign newspapers that 83 year-old Brooklyn-born comic Legend, Mel Brooks, was still riding high with his raspy and assertive voice; it was not a surprise to those who knew the power of being legendary.
Though Legend was seen mainly as a brand that was out to challenge existing brands when it was introduced, its spin doctors had bigger plans; they saw a vacuum the oppositions didn’t see and quickly moved in.
According to an inside source, the company had before the introduction of the product, established through a research that the youth segment of the market was yet to be captured.
Having discovered this fact, NB directed Legend’s communications materials toward the youth. Like a call to order, nearly all the campaigns that have been used to build it since it was first launched in 1992 have continued to remind them that stout was not an exclusive drink of the old. Continue reading