John Iduh Blog

and was a winner.  Dell Ultra-slim helps PC users enjoy full high-definition viewing on a 23" monitor that’s incredibly slim, exceptionally sleek and environmentally conscientious.  Ultra-slim panel:  Add design flair to virtually any space with Dell’s slimmest LED monitor ever. Full high-definition viewing:  Enjoy an incredible multimedia experience with Full HD (1920x1080 max.) resolution. Environmentally conscientious design:   Rest easy knowing your Dell S2330MX monitor is designed to be safe for your home and the environment with arsenic-free and mercury-free LED panels. With this great marketing, Dell's profit jumps!

Delta Airline identified sleep as the most important in-flight experience, which means that is an important consideration for a worthwhile customer group. Then it developed a comprehensive program to deliver, includes a white noise channel on the in-flight radio, full flat-bed seats and a special “Westin Heavenly” comforter and pillow.   Delta Airline.  created sleeping experience in the Airline Industry: " Airlines that offer superior sleeping experiences for upper-class passengers".

Consumers' Low spending-Aspiration led MTN created Supersaver.  MTN Super Saver Plan is  Customer-Compelling, an object of or driver of choice decision in the Telecoms space.  Supersaver is a  totally unique prepaid plan that ensures consumers talk more and pay less every day of the week.  On MTN Super Saver, consumers will enjoy  call rates  of  10 kobo per second  on all your MTN-to-MTN calls after your first minute of call during the day. Calls to other local networks will be charged at  30 kobo per second  after your first minute of call for that day. Telecoms users will also enjoy call rates of  20 kobo per second  on calls to USA, Canada, China and UK landline and access to other life-enriching services.  As a postpaid customer, you will also have uninterrupted access to all  MTN services  without worrying about recharging your phone and then pay for what you use at the end of the month.

Oral-B® Pro-Expert Sensitive and Gentle Whitening Creates customer-compelling drivers of choice in the Mouth-care Space.  Oral-B Pro-Expert Sensitive + Gentle Whitening   protects against sensitivity and enamel erosion by creating an acid-resisting protective shield. This category definition  initiative helps the brand a market-success!  

GEICO Insurance fundamentally shifted the way insurance is bought and sold by appealing to a growing segment of consumers who don’t want to pay the additional overhead cost of traditional insurance agents. For that reason, GEICO introduced a space framed  "Direct Insurance".  With this initiative, GEICO was a winner beyond compare!

Hypo! created satchet-bleach, targeted at consumers of low-spending power, and  become a synonym of consumer-bleach in Nigerian household owing to its   quality, affordability and accessibility . Within the first quarter of launch, Hypo! becomes a leading brand in the bleach market for cleaning and whitening of clothes. Hypo is also the only brand investing heavily in consumer awareness towards bleach as an inexpensive disinfectant and cleaner by providing the consumer with samples free of cost for use. The  sachet-bleach  manifolds not only benefiting the consumer but also creating a customer-compelling market space excluding competition during purchase decision.

Dufil Foods  introduced the  Indomie  brand, created a customer-compelling space called  "Instant Noodles"   - a unique choice-space that is loved by  majority of Nigerians. It has grown to become a household name in Nigeria because of its delightful taste and wholesomeness. The Indomie brand has managed to transcend across all age groups, winning over the hearts and taste pallets of both the young and old. Indomie made a remarkable impact on the Nigerian culinary landscape in just over a fifteen years in the Nigerian market. It has grown to become a trusted household name, synonymous with quality, taste and value. The Indomie range of products command a substantial degree of brand loyalty and an enviable “top of mind” status amongst its consumers who cut across all demographic segments in Nigeria. Currently, the Indomie   instant noodles  space holds approximately 74% market share of the Nigerian market, which has an estimated annu...

Hanes apparel recognized its equity in the advertising tagline,  “Wait ‘til we get our Hanes on you.”  By updating the look and feel of the tagline, using timely celebrities and evolving the ads to,  “Look who we’ve got our Hanes on now, ” the brand was able to climb higher in the consumers’ well of positive equity and updated  Hanes  image at the same time. That’s a marketing recipe for increasing consumer perceptions in the fashion space.

Chi Limited  introduced  Chi Superbite , a sausage roll clearly differentiated by  cuts   for   easy biting to chew  which gives Sausage consumers that super eating experience at the sausage roll space.  Chi Superbite  is prepared with world-class standard to give consumers that fresh, filling, nutritious and satisfying experience. It ignites taste buds.  Every bite not only tastes so good that makes gradually biting-to-chew experience more enjoying and pleasant, but it also creates consumer loyalty. With the campaign,  "Cut makes a difference",    Chi Superbite  was a market-success,!

Go-Tex promises its markets that breathability and waterproof can be delivered through Go-Tex’s technological strength. Category Marketing helps firm convince their target markets that their products can accomplish two seemingly conflicting benefits. This is an attempt to straddle two conflicting values or reconciling conflicting consumer goals and create best-of-both solution. Consider:  Go-Tex  which was able to overcome two seemingly conflicting image:  Breath-ability and Waterproof.  It promises its markets that  breathability and waterproof  can be delivered through Go-Tex’s technological strength. Garments engineered with  GORE-TEX® fabric  are durably waterproof and windproof, combined with optimized breathability—enduring products that maximize protection and comfort for the wearer. Multiple fabrics and construction methods include insulated, non-insulated, etc.

 MUJI’S basic principle is to develop new simple, functional and good enough products capable of meeting human needs at reasonable prices by making the best use of materials while considering environmental issues. The goal is to create products  ”Just  a good enough”; branding is not a priority!  Through the careful selection of materials, streamlining manufacturing processes and simplifying our packaging, Muji has continually introduced high quality Muji products onto the market, at lower than usual prices. Presently there are more than 5,000 Muji products sold in Japan. Muji’s natural and simple design complements today’s lifestyles perfectly.

In the Nigerian telecoms arena,  browsing on the go trend  led MTN introduced a customer-compelling space named,  MTN Pulse:  MTN Pulse is a prepaid mobile plan that allows MTN Pulse customers call other MTN Pulse customers at a special intra-community rate of 8.34 kobo per second after the first minute of 40 kobo, while calls to other non-Pulse customers/networks are charged at an inter-community rate of 25 and 30kobo after the first minute. Benefits No hidden charges or access fees Lower tariffs Instant data bonus valid for 7 days with the MTN Pulse Bonus Discounted rates of N3 per SMS(Pulse to Pulse customers only) MTN Pulse chat to other Pulse customers Free on-net calls between 12:30am and 4:30am With this kinetizing Marketing, the telecom giant was a market-success.

Online marketing activities play an increasingly prominent role in kinetizing marketing, for creating new business space. Created for $300,000 without additional promotion expenses, online site,  Carnival Connections  made  it easy for cruise fans to compare notes on Cruise destinations and on-board entertainments, from casinos to conga lines.  In a few short months, 2,000 of the site’s 13,000 registered users planned trips aboard carnival’s 22 ships, generating an estimated $1.6 million in revenue for the company.  What a market success! 

Tivo inc.  e xploits Changing Technology to Invent a new Category and was a market Success.  Tivo inc. created a new space for home televison by combining the personal video player, a computer hard drive and electronic program guide changing the way people watch television. The result was  marketshare trajectory. 

Friesland Campina Introduced a Milk subcategory Targeted at Children.  Friesland Campina, WAMCO Nigeria Plc, the Nigeria’s leading milk producers and  marketer of Milk introduced a new milk subcategory, named,  ,  rolls out for school-aged children .  Peak School Smart is a premium flavoured milk drink that helps your kids stay alert and learning. Peak school smart milk is fortified with Iron. Iron deficiency (ID) is the most common cause of anemia worldwide.Globally, approximately 25% of school-aged children are anemic, with iron deficiency the cause of about half of all cases. Iron deficiency, which has been associated with impaired cognitive and physical development, is caused by a lack of dietary iron and, in developing countries, by parasites such as hookworm and schistosomiasis. The daily intake of iron has shown to benefit children development by the European Food safety Authority {EFSA}. Peak school smart is fortified with omega 3 & 6....

 Umpqua Bank competes in the pacific northwest, united states, turns the conventional idea of brand category upside down. Most consumers would never describe  a bank transaction a soul-satisfying, but Oregun-based  Umpqua Bank   become affiliated with cafe/retail categories in order to establish points-of-difference between itself nd other banks. Its stores offer music, coffee, wifi access, and of course, banking service. About a decade ago,  Umpqua  trailed U.S bank and Well-fargo in market share but later decided to go into new territory: Think bank across with your local Starbucks. No longer called bank or branches, “Umpqua Stores  were designed to stimulate cozy connection between customers, and feature computer cafe with wifi access and branded merchandise, including Umpqua’s own blend of coffee - must-have in the Northwestern United states, a coffee obsessed region. ”  Like starbucks,  Umpqua Bank  made musics pa...

Despite a decline in sales of the fruit juice category, Ocean Spray’s inventive campaign grew sales of all its cranberry products by a remarkable 10%. http://www.oceanspray.com O cean Spray faced a tough situation in  2004. Domestic sales was flat for five (5) years and there has been o longtime decline in-house penetration. Sales in the juice category as a whole suffered from concern over increased competition from other types of beverages. Cranberry juice was known among women as an effective way to keep the urinary tract healthy - not necessary a product benefit with broad appeal. Ocean spray, an agricultural cooperative growers of cranberries, hired Arnold Worldwide to guide its marketing communications. Working closely with new Ocean spray COO, and experience marketer, Ken Romanz, Arnold decided to ” introduce the cranberry to America ” as the surprising versitile, little fruits that supply modern day benefits, through a ” 360-degree” campaign that used facets of co...

BMW Tagline Gained Market Traction in the '80s.  When BMW first made a strong competitive push into the US. market in the early 1980s, It positions its brand as  ”  the only automobile that offer both luxury and performance” . At that time, consumers saw American luxury cars as lacking performance, and American performance cars lacking luxury. By relying on the design of its cars, its German heritage and aspect of a well conceived marketing program . Its clever slogan,  " the ultimate driving machine"  , effectively captured the two conflicting benefits of  luxury and performance.   With this initiative, BMW was a market success. 

Eat-on-the-go Trend led Yoplait Created Go-gurt, Expanding the Boundary of An Existing Category.   In the  Yogurt market ,  eat-on-the-go trend led  Yoplait  developed  Go-gurt . Delivered in a colourful nine-inch tube, designed to enhance portability and appeal to kids,  Go-gurt  helped Yoplait forged ahead of Danone’s Dannon , a category competitive brand it had trailed over a decade. With this  smart marketing , a new yogurt subcategory was created in which Dannon was not relevant.

Miller Genuine Draft  created " Full-bodied taste",  campaign, targeted at 30-year-old  drinking demographics,  and was a Market-Success! . That target definition helps  Miller Genuine Draft ( MGD) focus its energies (or strengths) on differentiating product attributes  with market demographics, an audience most like to be drawn to it!  Moreso, the initial campaign strategy of  Miller Lite Beer  has two goals:  one, ensuring parity with key competitors in its category by stating that it “tastes great”; while at the same time creating a point-of-difference by saying it contains one third few calories and was thus “less filling” than regular, full strength beers.  As often the case, the category point –of-parity and point-of-difference were somewhat conflicting, as consumers tend to equate taste with calories. To overcome potential resistance, Miller employed credible spokespeople primarily popular athletes, who pr...

  Aflac Insurance Created Customer-Compelling Values in American    Insurance industry.  Insurance companies have had a particular hard time creating brand awareness as well as differentiating themselves.   Aflac Inc . was relatively unknown until a highly creative ad campaign made   Aflac   one of the most recognized brands in the recent history. The lighthearted campaign features irascible duck incessantly squawking the company’s name,   "Aflac " logo while consumers and celebrities loyal to its supplemental health insurance. the duck’s frustrated bid for attention appeals to consumers. When a policyholder gets sick or hurt,  Aflac  pays cash benefits fast. For nearly six decades, Aflac insurance policies have given policyholders the opportunity to focus on recovery, not financial stress. In  the United States , Aflac is the leading provider of voluntary insurance. In  Japan , Aflac is the number one life insurance c...

Jones Soda, founded by  Petervan Stolk , in Seattle Washington, on the premise that  Generation Y consumers would be more accepting of new drink, if they discover it themselves. Jones Soda encourages consumers mostly its fans to send in personal photos via its website for possible on its labels. Although, only small number can be picked from the tens of thousands of entries, he approach helps to create relevance, emotion and connection, helping customers to purchase bottles with customized labels. Famous for usual flavours such as Turkey and Gravy, Pineapple Upside Down, Berrywhite, Purple carrot, and lemon Drop dead, Jones Soda has also added pithy words of wisdom, from customers, under the bottle cap to create additional relevance and distinctiveness. With this Kinetizing initiative, revenue for 2006 exceeded $39 million and has been growing at 15-30% annually.

Kraft’s DiGiorno  introduced a “rising crust” pizza, the first frozen pizza without a precooked crust, and reframed the frozen pizza category to include delivered pizza. With the tagline, “It’s not delivery. It’s DiGiorno,” the brand was a market success. In the reframed category, instead of being a premium-priced frozen pizza, DiGiorno now had a decided price advantage by being oft en half the price of delivered pizza. Further, its quality was now suggested to be comparable to delivered pizza. With this  great campaign , sales went high from essentially nothing, making competition irrelevant by far!

Royal Bank of Canada Introduced: “Canadian banking Experience in Florida”.  Since its incorporation as a Canadian chartered bank in 1869, RBC has grown to become one of North America’s leading diversified financial services companies providing banking, wealth management, insurance and capital markets services on a global basis. However, in thinking of its business in terms of customer segment,s rather than product segments, RBC  tagged each of its roughly 11 million clients and put them into meaningful segments, so that it can focus on measuring and managing the customer profitability, of each segment. In the process, RBC discovered a sizable subsegments of customers hidden within its broader categories of ” wealth preservers”, and “wealth accumulators”. “Dubbed Snowbirds” were individuals that spent number of months each winter in Florida, where they were experiencing difficulties, establishing credits, as well as missing their Canadian communities, part...

Wal-Mart with its new stores of community concept, segments its customers on geographic basis. Now over two dozens of Wal-Mart stores have been designed to reflect the communities in which they are located. For instance, there is a Wal-Mart with a western flair in F.T Collins Colorado and a two-level art-deco-inspired unit to draw in wealthy African-Americans in Balwin Hills, California. In an effort to carter for the fourth largest Amish communityin the United states, the Middlefield, Ohio, Wal-Mart offers hitching posts outside for horse, block ice for refridgerators and a huge assortments of denim fabric for making work pants. By leveraging insights from geographic market intelligence, Wal-Marts created community-oriented stores.

In the United Kingdom, Ford positioned its Galaxy Minivan in relation to First-Class Air Travel comfortable enough to be suitable for busy executives. By highlighting attributes far different from those that would appeal to buyers looking for a family vehicle, the automaker u created a Minivan subcategory, and was a market-success.

Starbucks‘ HOWARD SCHULTZ is one of my nominees for Winning Marketing. When HOWARD SCHULTZ, starbucks ceo till year 2000,came to the company in 1982, he recognized an unfilled niche for “cafes serving gourmet coffee directly to customers“. This strategic initiative helps starbucks achieve loyal customer base in Seatle. In the next growth phase, it applied the same successful formular that had worked wo nders in seattle, first in other cities in the pacific Northwest, then through out North America, and finally, across the globe. Once starbucks had established itself as a presence in thousands of cities internationally, it sought to increase the number of purchases by existing customers with “kinetizing strategy“ that led to new in-store merchandise including compilation CDs, Starbucks Duetto Visa Cards that allows customer to recieve points towards starbucks‘ purchases when they use it; and high-speed internet wireless access at thousands of starbucks‘ HOTSPOTS through a deal w...

Consider  the innovation of  @Colorstay Lipstick! By Revlon!  Revlon is a global color cosmetics, hair color, beauty tools, fragrances, skincare, anti-perspirant / deodorants and beauty care products company whose vision is   Glamour, Excitement and Innovation through High-quality Products at Affordable Prices . The company began its success with  opaque long-lasting nail enamel  sold to beauty salons. Revlon sold its nail enamel through department stores and selected drugstores. llicitudin. Revlon® is one of the strongest consumer brand franchises in the world. Revlon’s global brand portfolio includes Revlon® color cosmetics, Almay® color cosmetics, SinfulColors® color cosmetics, Pure Ice® color cosmetics, Revlon ColorSilk® hair color, Revlon® beauty tools, Charlie® fragrances, Mitchum® anti-perspirant / deodorants, and Ultima II® and Gatineau® skincare and its products are sold in over 100 countries across six continents. Websites featur...

  Energy bars  are supplemental bars containing  cereals  and other high energy foods targeted at people that require quick energy but do not have time for a meal. They are different from  energy drinks , which contain  caffeine , whereas bars provide  food energy . Holland & Barrett stock a wide range of energy bars that combine  sports nutrition  with great tasting confectionary. Customer favourite Powerbar, offer a wide choice of tasty energy bars that are a great source of  protein  and long lasting energy. Trek bars also come in a range of delicious forms, including protein packed flapjacks and virtually fat free brownies.However, there are Energy bars for women, for children, for sports people; even protein bar, Nutrition bar, Honey bar etc.

 Historical Flashback Defines a Business space in the Newspaper Industry.   The desire to document Nigeria’s historical past events has led to the emergence of a newspaper called  Historical Flashback.  The newspaper  serves as the reservoir of information about Nigeria’s past from the pre colonial period, publishing past historical stories in a refreshed manner for documentation purpose. Many things happened in the country  and they continue to happen because many people did not know what happened in the past.  Historical Flashback  is the first of its kind in the newspaper industry.  Historical Flashback  is in the market to fill the gap of documentation. The documentation of the past and materials about Nigeria’s past events that cannot be found anywhere. “If you pick the newspaper you can read about events of 100 years ago, stories of past events before and after the country’s independence. The publishers are researchi...

 ROYAL PHILIPS Leverage  Insights from Consumer Electronics-Trends, Created a great Campaign.  Philips researchers asked 1,650 consumers and 180 customers in dozens of in-depth and qualitative interviews and focus groups on what was most important to them in using technology. Respondents from the Uk, U.S, France, Germany, The Netherlands, Hong Kong, China and Brazil agreed on one theing: they wanted the benefits of tech nology without the hassles. With these, Philips crafted “Sense and Simplicity” campaign with the believe that their brands plus innovation will reflect simplicity – the major of mordern technology. To achieve its plans, Philips tirlessly integrate media: the campaign consists of prints, Online, Television advertisement showcasing perspectives on the journey to simplicity, resonating with consumers. It just make sense!

  Chinalife,  Introduced “Ultra Slim Tea”  and was a Market Succcess!   Incoporated in 2007,   Chinalife  felt that the concept of natural healthy living with herbs and tea had, for far too long, been thrown together with images of perfectly pure people restricting themselves from indulgence.  With such reason in mind,  Chinalife  introduced  Ultra Slim Tea,  a high grade herbal tea traditionally used to help reduce weight & regulate blood fat levels - an effective and natural way to lose weight.  Ultra Slim Tea  can be infused up to 3 times simply by adding fresh water. Ultra Slim Tea defines a  market space, Kinetizing!

Dual-trend in the in Hot-Drinks and the use of herbs led KASAPREKO, a Ghanaian based alcoholic manufacturer introduces Alomo Bitters.   Join us at the Ransford Business School, lets discuss innovation     Alomo Bitters   is a herbal alcoholic product made from carefully chosen tropical plant extracts and very well known for its proven medicinal values. It has its roots in the traditional herbal industry that is meticulously researched by the Centre for Scientific Research into Plant Medicine a World Health Organization affiliate, based at Mampong Akuapem in the Eastern region of Ghana. Alomo Bitters   – A herbal based drink, is not just any ordinary alcoholic drink. With its origins from Ghana, Alomo Bitters is made from carefully selected tropical plant extracts which forms part of a secret recipe. It’s popular for its aphrodisiac qualities. To quote a recent article by Euromonitor -   “Africa b...

Trends in healthy living led Alliance in Motion Global developed C24/7.  C24/7  Natura-Ceuticals contains the most number of anti-oxidants with approximately 22,000 phytonutrients in one product. The ingredients of C24/7 work in “synergy” to produce the maximum result for your body, making it the most potent anti-aging product in the history of supplementation. General Information C24/7 is the new breakthrough in food supplements; a unique and patented formulation that delivers the highest amount of anti-oxidants and phyto-nutrients. C24/7 is packed with benefits for different needs, from controlling blood sugar and cholesterol, to healthy blood circulation and sexual vitality.