Against the backdrop of alleged campaign of ‘pirate marketing’ being engaged in by one of Nigeria’s top breweries against the products of a rival, the Consumer Rights Advocacy Network of Nigeria (CRANN) has called on the Federal Government and its relevant agencies to act accordingly before the situation escalates.
Speaking at a press conference on Pirate Marketing in the Nigerian Alcoholic Beverages Industry recently in Lagos, Sina Loremikan, coordinator of the CRANN, along with Nelson Ekujumi and Voke Ighorodje, both members of the Network, decried what he described as a “de-marketing endeavour,” which “negates the principles that promote fair competition in the Nigerian corporate sector – inclusive of the alcoholic beverages industry.”
Explaining the worrisome situation, CRANN stated that it was very concerned in recent times as many Nigerians had made complaints to it of “how one of the prominent breweries in Nigeria has embarked on a vigorous campaign of de-marketing its key rival and competitor, with the brewery in question going to major retailers across Nigeria to induce them with very juicy incentives so as not to stock, display or sell the products of its said competitor.”
The Network, which revealed that its decision to refrain from naming the said breweries was based on the need to remain as non-partisan as possible, while ensuring that a level playing field was provided for all businesses in Nigeria, challenged the media to carry out its independent investigations to verify the claims made.
Loremikan also warned that if the said unethical practice was allowed to continue unchecked by relevant regulatory authorities, it would lead to a situation where “only the products of the brewery in question… are the ones available in the market in very many locations in the country. The implication of this according to CRANN, was that “consumers in the country are being coerced into compromising their choice and patronising only what is available.”
The coalition therefore, called on relevant government agencies like the Consumer Protection Council (CPC) and the National Competitiveness Council of Nigeria “to rise to the challenge of ensuring an even playing field for all players in the alcoholic beverages sector.”
CRANN, a network of non-governmental organisations and civil society groups across the country, who are motivated by the need to support and protect the rights of Nigerians – along with those of people who reside in or utilise the national space, revealed that the systematic campaign had been on for the past two years but had become heightened in the last few months in as many as 700 outlets across the country.
OLUSEGUN ABISOYE
