Various companies in diverse sectors adopt different marketing strategies for consumer attention, but all are aimed towards the corporate wallet and survival.
Some companies have the strategy to build trust on their products while others prefer building trust on the corporate entity. Some other organisations combine the two strategies. Each strategy has its merits and challenges.
Companies that build products desire to drive immediate sales and product adoption while organisations that focus on their corporate entity desire to build long-term loyalty and perception.
For Pernod Ricard Nigeria, a subsidiary of the global wine and spirits giant, its products such as Martel, Jameson, Chivas, Absolut Vodka among others are the forerunner as it has over the years successfully established its brands in Nigeria. But the company is relatively unknown in Nigeria.
At a recent gathering including journalists, some people did not know much about Pernod Ricard and could not associate their favorite Martel, Jameson or Chivas brands to the company.
Pernod Ricard is not alone in this mix. Some consumers cannot associate some popular brands to the producing companies. Today, many call Indomie company instead of Prima Dufil, the producer. Oftentimes, directors of such companies use the already established products for their self-introduction instead of calling the companies’ name as they are relatively unknown.
But with strong brand presence, a company like Pernod Ricard is now shifting focus to corporate promotion. To the management in Nigeria, this has become significant to align the products with the company.
“Sometimes when I introduce myself as working for Pernod Ricard, some people will ask further questions, but when I mention that we produce Martel, Chivas and Jameson, people will relate to it”, Micheal Ehindero, the company’s managing director, said at the event in Lagos tagged, ‘Content Drivers’ Immersion.
“When we go for meetings with government officials and other stakeholders, we had to spend upto 10 minutes to say who we are and what the company does. To him, this is tiring”.
Ehindero said it is therefore time to begin to promote the company in the faces of Nigerian consumers. He agreed that the company is completely unknown in Nigeria.
According to him, it was a deliberate strategy to begin initially to promote the brands because according to him, “that is what will give us life as a business”.
Describing Pernod Ricard as the second largest wine and spirits producer and driving force that brings people together, creates real, meaningful connections, Ehindero said “we create ‘moments of conviviality that last forever’.
“Our mission is to unlock the magic of human connection by bringing good times from a truly good place”.
The company was incorporated in Nigeria in 2012, and operates three distribution hubs in Lagos, Abuja, and Port Harcourt. It employs over 200 people directly and indirectly, and maintains presence in more than 30 states.
Ehindero further explained that “With a global footprint in over 180 countries, including the UK, Italy, Germany, North America, Mexico, South Africa, and Nigeria, Pernod Ricard operates an end-to-end value chain, from grain to glass, and boasts of over 240 brands in the Nigerian market, including Irish whiskey, single malt Scotch, Indian whiskey, cognac, champagne, and tequila,” he said.
He explained that in 1975, Pernod and Ricard, two major French spirits producers merged, ending their rivalry and marking the beginning of a global spirits empire. The merger was a strategic move for globalization, as the companies realized they could achieve their goals faster by working together.
Ehindero said the company is not unmindful of counterfeiting of its products. He said the firm is partnering with security agencies to checkmate the menace which has caused damage not only to the companies’ revenue but government tax.
He promised commitment to innovation and sustainability of its products as it celebrates over 50 years of global presence to serve the consumers better.
