Nigerian breweries marketing analysis

Though there is archaeological evidence that societies have been living in Nigeria for more than twenty-five hundred years, the borders of modern Nigeria were not created until the British consolidated their colonial power over the area in The name Nigeria was suggested by British journalist Flora Shaw in the s. She referred to the area as Nigeria, after the Niger River, which dominates much of the country's landscape.

Nigerian breweries marketing analysis

In response to competition, Nigerian Breweries has been involved in several re-branding, product development and diversification efforts in the last 5 years. Inthe company launched its Guilder Max brand which was a darker, richer version of the successful Guilder Lager.


In an attempt to enter the soft drink market, NB launched the Farouz brand of soft drinks pineapple and pear flavour. Recently, they repackaged the Maltina brand by introducing a larger sized bottle while maintaining the price of the former bottle.

The Star brand which is the flagship product of the company was also rebranded and has achieved huge success since then. Other advertising media deployed by NB include print, electronic and billboards. Such huge investments have yielded huge dividends with turnover volumes growing at high rates.

Nigerian breweries marketing analysis

Nigerian Breweries looks well placed to take advantage of the ever growing demand for beers, stouts and non-alcoholic drinks in Nigeria.

Its success would however depend on the ability to improve market share through continuous market penetration and product development strategies. The company should also invest heavily human capital development as well as strengthen its research and development capabilities.

Its leverage on the reputation of parent company Heineken also remains a critical success factor for the long term. NB has an impressive dividend policy. The company has consistently paid cash dividends for the past 15 years and has declared 1: At its current price, the company is valued at However, based on its generous dividend policy dividend yield 4.Updated world stock indexes.

Nigerian breweries marketing analysis

Get an overview of major world indexes, current values and stock market data. International Expert Adviser to the UN on Democratic Governance, Human Rights and IHL-Spain Mr. de Cerón is a qualified lawyer and economist, PhD in Law and LLM in Human Rights and International Humanitarian Law.

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This article will discuss fast growing small scale business ideas to invest in Nigeria, investment opportunities for Nigerians living in Diaspora. PROSPECTS Strong performance projected for beer over the forecast period.

Total beer volume sales in Nigeria are expected to increase strongly over the forecast period thanks to population growth and economic improvements. The Kray Twins: Brothers in Arms. By Thomas L.

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