Brands Scorecard in 2013: The Good, The Bad, The Ugly

It was not brands' best year. It was not the worst either. 2013 was a mixed bag of the good, the bad and the ugly. Star, HoneyWell, Maltina, Emirate, TECNO, Konga, Diamond Bank, GE, Promasidor, MasterCard, and HP amongst others - all created remarkable experiences in the minds of Nigerian consumers this year as many companies continue to recover from the economic downturn.

Through strategic use of Integrated Marketing Communications mix, these brands bagged several domestic and international awards this year on their performance and outstanding quality.

In telecommunication sector, porting was the dominant word in 2013. While many subscribers are unhappy with the services being offered - the sector was nearly overshadowed by furore generated by comic-actor, Hafis Oyetoro popularly known as Saka when seen in an MTN advert campaign 'I don port oo'. Saka was a face known with the Etisalat brand before porting to the Y'ello Company. MTN however continued to wax stronger in 2013.

HoneyWell noodles from the stable of HoneyWell Nigeria took a centre stage in the market in the noodles category, giving Dufil Prima Foods product, Indomie noodles an interesting competition through its re-sound and memorable adverts in the media. The power of adverting to resonate a brand in the minds of consumers does it for HoneyWell this year.


As e-commerce continued to grow in Nigeria, Konga was able to offer online savvy customers a new experience by making shopping easier, fast and cost effective. The online shopping mall also launched the biggest shopping warehouse in Africa in Lagos; in order to service its customers better. All these and more fetched the company several awards in 2013. Although, Jumia still remains a major competitor in the e-commerce market.

In alcoholic beverages shelve which remain one of money spinning field for IMC agencies in the country, Nigerian Breweries and Guinness both locked horns again this year, engaging in 360 degree creative and strategic use of adverting, public relations, sponsorship etc. Guinness and Harp, premium brands manufactured by Guinness Nigeria wear a look. Star, Legend and Guilder from the stable of Nigerian Breweries on the other hand engaged in aggressive marketing campaigns all through the year. However, Star Lager beer dominated the scene with the launching of 'Music in the Battle' campaign for just 60 days.


Amongst non-alcoholic beverages, Maltina positioning as a brand committed to sharing happiness, strengthening family ties, love and unity leveraged on its early year campaign and its annual Reality TV Show Maltina Dance All, to woo more customers and expand its market. It is not surprising the Nigerian Breweries product was also able to bag several notable awards all through the year.

In the banking sector, Diamond Bank through its adverts, strategic PR, SME programmes and Corporate Social Responsibility was a strong force in the sector. Having changed its logo recently and repositioning itself, the bank significantly improved on its market share in 2013, according to its reports. However, Guarantee Trust Bank, First Bank and Ecobank also embarked on some noteworthy campaigns.

Despite some ugly incidents that happened in the aviation sector in 2013, Emirate, British Airways and Al-Etihad demonstrated why they are truly a global brand through their outstanding services and safety records globally. The trio took the centre-stage in the industry. Emirate however dominated the industry with intriguing campaigns and packages especially during the second and third quarters of the year. It ended its outstanding performance in the Nigerian market in 2013 with the launching of Emirate Holidays campaign. Emirate also scooped some major awards.

While the Federal Government in Nigeria are trying its best transform the energy sector in 2013, it could not be denied that the sector also recorded some improvement. GE increased its presence in Nigeria this year, showing support to notable events and establishing its commitment to the Nigeria market. Considering the performance of GE in the oil and gas industry in 2013, next year promises to be a bigger one for the firm.

HP threw its weight behind some inspiring activities, launched some innovation products into the Nigeria market and also held some campaigns that made a big statement in 2013. Sony, LG and Panasonic all made significant impact all though the year as well. 2013 was fairly competitive.

The mobile phone market in Nigeria was competitive in 2013. All major players in the market launch two or more products. Notably, TECNO swept the Nigerian market through their android version, offering Nigerians sophisticated devices with reasonable prices. Nokia through their Lumia versions, Blackberry, Huawei, iPhone and Samsung also deepen their market penetration as well.

With government policies supporting cashless economy in Nigeria, MasterCard through its partnership with major stakeholders was able to deepen its penetration and show its commitment to make transactions easier and faster. The global brand unleashed e-payment packages that further encourage customers on e-payment - a development embraced by Nigerians.

Finally, in Fast Moving Consumers Goods (FMCG) segment, Unilever Nigeria and Promasidor showed huge impact, engaging in CSR (in areas of education, sports and social welfare in 2013); efficient use of other IMC mix such as Advertising, PR, Sponsorship etc. Makers of Cowbell Milk, Promasidor made a huge statement in this category with their persistent and strategic campaigns.


NOTE: This report is based on market observation, consumers' opinion (stratefied sampling - 65 respondents) and experts submission.