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Evolving a market-led positioning for Nigeria_Lampe Omoyele

Paper presented at 2nd Brandish meeting of minds on 4th August 2017.

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Evolving a market-led positioning for Nigeria_Lampe Omoyele

  1. 1. Evolving A Market-Led Positioning For Nigeria Lampe Omoyele Managing Director, Lucent Consulting Company 04/08/17
  2. 2. NIGERIA’S POSITIONING CONUNDRUM Marketing 101: Positioning is the space that a brand occupies in the mind of the target market relative to other brands.
  3. 3. “You guys are Aggressive, domineering, loud, corrupt, and not to be trusted”
  4. 4. Panic mode ‘Nigerien, Nigerien!’ on sighting my green passport
  5. 5. Often times, these perceptions and stereotyping have translated into unfavorable attitudes and behavior towards Nigerians by non-Nigerians.
  6. 6. The world is telling our story whether we approve of the version or not The story is told of the Kenyan woman who declined her husband’s request to have a fifth child on the premise that she had heard that ‘Every fifth African is a Nigerian’!
  7. 7. Nigeria occupies a space, a positioning in the minds of citizens of the world that are aware of the country Is Nigeria in Brazil?!
  8. 8. “In positioning the nation state’ ‘having a clear, differentiated positioning gives a country an advantage in attracting investment, business and tourism, and in building markets for its exports. Positioning and national image also matters greatly in public diplomacy and cannot be taken for granted. successful marketing involves a long-term commitment to consistent and comprehensive execution of a positioning strategy that sets forth the distinctive strengths and benefits the nation offers to the people and businesses it wishes to attract’. ” John Quelch and Katherine Jocz,
  9. 9. These Countries battle for mind positioning against all odds Columbia & Drugs
  10. 10. Indonesia focused on our strengths despite the struggle with human trafficking. Recently changed their branding from ultimate in diversity to wonderful
  11. 11. Top of mind positioning Kenya: Safari and animals; hakuna matata China; manufacturing and industry; ‘fake’. Brazil: football and samba. Jamaica: Marley, marijuana, carnivals and Usain Bolt. USA: dreams fulfilled, and these days, Trump; Switzerland: discrete banking services; ‘stolen money’. England: cool, traditional and the Queen.
  12. 12. So are we saying nation-branding can be handled like product positioning? Yes. YES
  13. 13. “Equally challenging, though, is repositioning countries that, In the absence of positive impressions, have become, rightly or wrongly, tarnished with a negative image” (Kotler and Gertner, 2002).
  14. 14. The real question is: what is Nigeria’s positioning strategy?
  15. 15. Some say ‘Giant of Africa’? .
  16. 16. Attempts have been made by previous administrations to ‘reposition’ Nigeria
  17. 17. How did this do? Too little or no success mostly due to: • faulty premise • bureaucracy • politicization • inconsistency • poor investment • lack of shared and clear purpose & sustainable vision which led to poor execution.Many Nigerians felt disconnected from the campaign and found it difficult to effectively promote the initiative organically.
  18. 18. How did this do? Tried to overcome the problems of its predecessor by being more people-driven and inward in its approach, and aimed at reorienting the people to focus on their strengths and not their weakness; However execution lacked depth, participation, funding and inadvertently restricted the campaign to a mere logo and slogan.
  19. 19. Positioning goes beyond slogans.
  20. 20. You know Ben, the white house is the best place to work! Must be Authentic and Real Be Authentic and Real
  21. 21. Identify target audience and be sure it is believable
  22. 22. . It should be inspirational and aspirational .
  23. 23. Examples From Other Climes
  24. 24. Business and political leaders jointly worked to restore national pride and economic performance. The1992 Barcelona Olympics successfully showcased the new Spain to the world. Spain backed up its new image with public sector reforms and improved infrastructure; Spanish GDP accelerated throughout the 1990s. Real Madrid and Barcelona, and the prominence of actresses as Penelope Cruz have also impacted on Spain’s imagery. References: Gilmore, 2002; Olins, 1999; Fiona Gilmore, 2001; John Quelch and Katherine Jocz, 2004)
  25. 25. Tony Blair government’s ‘Cool Britannia’ marketing programme launched in the late 1990s, to update perceptions of Britain. . Britain’s policy makers wanted the world to learn about British creativity, adventurousness and entrepreneurship in science, technology and business — a positioning presumably intended to accord with the emergence of a new knowledge economy where Britain has competitive advantages. The resulting campaign was widely derided in the Media. Not surprisingly, the research showed that people in other countries continued to see Britain as highly traditional (but favourably so). The campaign lasted around three years before being droppedReferences: (Gill, 2001; The Economist, 2002; Quelch and Jocz, 2004).
  26. 26. South Africa repositioned from the apartheid country to the rainbow nation, turning a weakness to strength. Nelson Mandela was South Africa’s major brand asset, who was milked to the hilt. Tourism was a key driver and the country leveraged the successful hosting of the 2010 FIFA World Cup. South Africa’s equity was also enhanced by pan-African brands such as MTN, DSTV and SABMiller. Despite recurrent race tensions and xenophobia, South Africa which like Nigeria fell into an economic recession in the first quarter of 2017, a recent report by Reuters estimates a 13% growth in its Tourism sector this year compared to previous years.
  27. 27. The USA is positioned as the country where dreams are fulfilled (hence, the American dream). Individual states promote themselves internally and externally to tourists and investors to the benefit of the USA as whole. The strong brand equity of American-originated brands reinforces the country’s positioning and equity (according to Interbrand’s 2016 brand equity measurement, 7 of the 10 leading brands globally by equity are American-grown). Having control over global media also enables the USA to tell its own side of the story more prominently and favourably.
  28. 28. As part of a nation building initiative and plan to reposition India as a global design and manufacturing hub, the prime minister launched a Make In India Initiative in 2014. The result is that in 3 years, the country moved up 9 places in the World Bank 2017 ease of doing business report.
  29. 29. Brand Nigeria: The Positioning Road Map
  30. 30. With almost 200 nations in the world competing for attention and favorable attitudes, Nigeria needs to win the battle for the minds and resources of citizens of the world starting from Nigerians themselves.
  31. 31. This is not an academic exercise It is about driving for global competiveness for the overall good health and wealth of the citizenry.
  32. 32. In order to gain insights into Nigeria’s competitive advantage
  33. 33. What is it that we do or can do better than most other countries of the world? What is the Nigerian brand essence? What are the brand values? What is the Nigerian differentiator? Who are our key audiences?
  34. 34. the core of a country’s brand must capture the spirit of the people of that nation and their shared purpose. The spirit of the people and the spirit of their place are deeply connected. Part of this spirit consists of values that endure no matter the times because they represent what the nation’s’ citizens believe about themselves (Fiona Gilmore)
  35. 35. Diverse but with shared purpose and values?
  36. 36. ‘do Nigerians have a shared purpose and shared values?’ E go better! ‘God dey’ tenacious Resilient and resourceful Survivors and sanguine. Industrious and ingenious. confident and gregarious our culture and identity diverse and colourful people.
  37. 37. we love ‘jollofing’, euphemism for loving the good life.
  38. 38. Drawing inspiration from Nkiru Asika’s poem, ‘I am Nigerian’ I am one in 5 Africans. I am one in 8 Black people, anywhere in the world. I am a Nobel Prize Winner. An Olympic Gold Medalist. A Grammy Award Winner. A Soccer Champion. A Prince of the Vatican. An Oscar Nominee. A Giant of Literature. A Distinguished Scientist. A Musical Icon.
  39. 39. Nigeria has assets such as our people, music, movies, natural resources, a burgeoning IT industry and more.
  40. 40. Sector Size Large Sectors 1.55 1.74 2.07 2.23 2.31 2.57 3.32 3.71 3.73 4.05 7.21 8.42 8.90 17.16 21.91 0.00 5.00 10.00 15.00 20.00 25.00 Broadcasting Livestock Textile,Apparel&… Education PublicAdministration FinancialInstitutions OtherServices Construction Professional,Scientific&… Food,Beverage&Tobacco RealEstate CrudePetroleum&… Tele.&Inform.Services Trade CropProduction % LARGE SECTORS (% OF GDP) - 2016 1.87 1.88 2.17 2.20 2.30 2.76 3.65 4.17 4.19 4.33 6.32 8.90 9.16 17.7818.57 0.00 4.00 8.00 12.00 16.00 20.00 Broadcasting Livestock Education Textile,Apparel&… PublicAdministration FinancialInstitutions Professional,Scientific&… Construction OtherServices Food,Beverage&Tobacco RealEstate CrudePetroleum&… Tele.&Inform.Services Trade CropProduction % LARGE SECTORS (% OF GDP) - 2017-Q1 Source: Kainosedge Consulting Limited
  41. 41. The Nigerian spirit is captured by the word ‘Naija’ which connotes ‘strength and smartness’. Within these words, lies the Nigerian brand and ingredient for positioning.
  42. 42. So food-for-thought for a work-in-progress positioning statement for Nigeria ‘Nigeria: where hope and opportunity converge’. ‘Nigeria: more than oil. ‘ ‘We are Nigeria, the land of opportunity for the brave, the strong and the smart’. ‘Nigeria: the land of adventure and hope’.‘Nigeria: where all things are possible’. ‘Naija: where anything can happen’. ‘Nigeria: Possibilities’.
  43. 43. Positioning using the Spirit of the People “Enterprise” Enterprise Energy Enthusiasm Culture Natural resources Entertainment Football Fashion Technology, Media & Telco Business Food Opportunities Nigerian Millenials Africa UK USA
  44. 44. We need to support this positioning Good marketing cannot always make up for negative product perceptions, or observable negative reality on the long run, so we would need to fix what is wrong about Nigeria such as address infrastructure deficits; ease of business; the increasing poverty line etc.
  45. 45. We Need To Accentuate Our Positives Austria, was able to ride out the negative image impact from the rise to power of Jorg Haider, thanks to positive associations with Mozart, Salzburg and the Vienna waltz.
  46. 46. Government can’t do it all alone
  47. 47. This job needs ambassadors Executing The Positioning Strategy: Every Nigerian, An Ambassador. Even Akon agrees.
  48. 48. In conclusion Developing and executing a clear and consistent positioning for Nigeria would impact positively on the economy of the nation, and should therefore be a strategic imperative.
  49. 49. Ese Nagode Dalu
  50. 50. Let’s keep the conversation going