588 Views

How to know and capture the Nigerian market

Nigerian consumers want to stand out and keep with the trend just as they expect the products they are willing to buy to be fairly common and available.

Nigerian consumers want products that are made for them.

Nigerian consumers like products which are unique to them and which meet their needs but at the same time must be products with good quality, value, fashionable and trendy.

High percentage of the Nigerian population, which are youth, positions Nigeria as a country with high possibilities for trying new products.

‘Naija’ is another name for Nigeria, the patriotic name for Nigerians to show their strength and smartness. For effective product placement strategy we need to look out for diversity and some of the keys to successful product placement is understanding consumers in different places. We need to understand Naija, and the following questions will help your organisation in this regard:

How does Naija move?

How can I infuse my products within transportation networks: How are your consumers moving from place to place, this question is location based.

keke-napep-lagos-naija-transport

Marketing people in organisations need to know how people transport themselves and their goods in different localities in Nigeria. For instance, when a large percentage of people in a particular region engage road transportation more than air transportation, they need to partner with road transport workers and advertise their products within this vehicles both directly and indirectly. Traffic is a big challenge in Lagos and a lot of Lagosians move around using public transportation. For instance, Brand A decides to approach NURTW and signs up drivers on their platform, installs multimedia devices within their driver’s vehicles and pays the drivers for the service rendered.

ALSO READ  How Jonathan Led Nigeria Into Recession - Soludo

What does Naija eat; where does Naija eat?

 

Understanding these questions and the answers is key for companies that want to penetrate the prevailing eating culture in the communities they are engaging.

A good way to penetrate these communities is identify with their choice of food items. This type of approach might require partnership with companies that already provide the communities with these food items and provide giveaways alongside purchase.

Easy Taxi Product Placement at White House, Yaba

Also, household items (carrying the company’s brand identity) that most people within that community regularly use daily can be added as giveaways to reward for purchasing the company’s products.

How does Naija relax?

idea-nigeria

‘Work hard…Play Hard’, is the common attitude with most Nigerians. Knowing the mode and manner of relaxation is important to further personalise your marketing strategy while using product placement. Some brands provide their clients with merchandises that can help with servicing their customers as a trade off for placing their brand identities on the merchandises. This is a strategic tool for selling subtle but in your face ideas about brands.

Understand the culture of the people you are selling to … Don’t push segregation, push categories. NIGERIANS are happy people and they love premium products.

Get the best viral stories straight into your inbox!

Don't worry, we don't spam

Leave a Comment

Your email address will not be published.

Latest Posts

European Investment Bank Partners With AfDB To Support Private Sector Investment In Nigeria
Business
35 views
Business
35 views

European Investment Bank Partners With AfDB To Support Private Sector Investment In Nigeria

PH - April 22, 2018

The European Investment Bank and the African Development Bank have agreed to support the creation of the new Development Bank of Nigeria to strengthen lending for business…

Telecoms VAS Market Hits $200m In Nigeria
Business
33 views
Business
33 views

Telecoms VAS Market Hits $200m In Nigeria

PH - April 22, 2018

The Value Added Services (VAS), segment of the telecom market in Nigeria has recorded the sum of $200 million revenue as at first quarter this year, Prof.…

#BBNaija: Why Cee-C Is Bbetter Than President Buhari – Reno Omokri
Entertainment
78 views
Entertainment
78 views

#BBNaija: Why Cee-C Is Bbetter Than President Buhari – Reno Omokri

PH - April 21, 2018

Former aide to Ex-President, Goodluck Jonathan, Reno Omokri,in his latest shade on President Buhari has mentioned that a housemate on the Big Brother Naija 2018 reality TV…

Why I Didn’t Do Well At Chelsea – Liverpool Star, Mohamed Salah
Sports
120 views
Sports
120 views

Why I Didn’t Do Well At Chelsea – Liverpool Star, Mohamed Salah

MT - April 20, 2018

While speaking in an exclusive interview ahead of Liverpool’s clash at West Brom on Saturday, on Sky Sports Premier League, Mohammed Salah admitted that he is focusing on…

“Why Soldiers Burnt Houses In Benue State” – Army Spokesperson
Shocking
123 views
Shocking
123 views

“Why Soldiers Burnt Houses In Benue State” – Army Spokesperson

MT - April 20, 2018

The Nigerian army has taken responsibility for the attack, which resulted in burning down of houses in a Benue community on Thursday. The Army said the attack…

Meet Vivian Chiologi, John Shittu’s Wife Who Got Married At 50, Gave Birth At 51
Best of Nigeria
143 views
Best of Nigeria
143 views

Meet Vivian Chiologi, John Shittu’s Wife Who Got Married At 50, Gave Birth At 51

MT - April 20, 2018

My darling Viv, today I celebrate you and I thank God for your life and strength. What a testimony your life has become. You met and fell…

Lazy Youths: Why Buhari Should Apologize And Be Forgiven – Shehu Sani
Politics
106 views
Politics
106 views

Lazy Youths: Why Buhari Should Apologize And Be Forgiven – Shehu Sani

MT - April 20, 2018

SHEHU Sani, Senator representing Kaduna Central, has urged President Muhammadu Buhari to apologize over his remarks about Nigerian Youths. While answering a question at the Commonwealth Business…

19-Year-Old Udeh Precious Wins 2018 Sisi Oge Cultural Pageant (Photos)
Best of Nigeria
109 views
Best of Nigeria
109 views

19-Year-Old Udeh Precious Wins 2018 Sisi Oge Cultural Pageant (Photos)

MT - April 20, 2018

19 year old Miss Udeh Precious has emerge winner of the 2018 Sisi Oge Cultural Pageant. The actress and model beat 19 other contestants in the competition…

Nigeria Uninterruptible Power Supply To Reach 4.7% In 2024
Business
96 views
Business
96 views

Nigeria Uninterruptible Power Supply To Reach 4.7% In 2024

PH - April 20, 2018

Nigeria Vision 20:2020 is set to be a major development plan for the country to accelerate growth of commercial and industrial sectors over the coming years. Further,…

Nigeria’s Brent Crude Hits $73.79 per Barrel
Business
105 views
Business
105 views

Nigeria’s Brent Crude Hits $73.79 per Barrel

PH - April 20, 2018

An improvement in Nigeria’s oil earnings is on course as prices held firm on Friday near three-year highs reached earlier this week as ongoing Organisation of Petroleum…

Debbie Rise’s Sister Tee-Rise Releases Gospel single “First Loved Me”
Entertainment
110 views
Entertainment
110 views

Debbie Rise’s Sister Tee-Rise Releases Gospel single “First Loved Me”

PH - April 20, 2018

Temilolu Olurishe also known as Tee-Rise is a young lady with a desire to express her worship to God in her songs while she helps others enjoy…

WATCH: Chimamanda Adichie Talks #MeToo, Feminism and Gay Rights on CNN
Best of Nigeria
110 views
Best of Nigeria
110 views

WATCH: Chimamanda Adichie Talks #MeToo, Feminism and Gay Rights on CNN

PH - April 20, 2018

Chimamanda Ngozi Adichie was on CNN to discuss the #MeToo movement, feminism, and rights of LGBT people with Christiane Amanpour. The writer who revealed earlier this week…

19-Year-Old Udeh Precious emerges Winner of the 2018 Sisi Oge Cultural Pageant
Art, History and Culture
99 views
Art, History and Culture
99 views

19-Year-Old Udeh Precious emerges Winner of the 2018 Sisi Oge Cultural Pageant

PH - April 20, 2018

The 19-year-old model, actress and show host, Udeh Precious, beat stiff competition from 19 other contestants to emerge winner of the 2018 Sisi Oge Cultural Pageant. Precious,…

BBNaija: Tobi Bakre Is Not A Lazy Nigerian Youth; Check Out His 5 Professions..
Best of Nigeria
106 views
Best of Nigeria
106 views

BBNaija: Tobi Bakre Is Not A Lazy Nigerian Youth; Check Out His 5 Professions..

MT - April 20, 2018

Shared Via IG With Caption .. Nigerians are one of the most resourceful and hardworking people in the world. From generation to generation, this has remained true.…

Veteran Actress, Ireti Doyle Shares How She Almost Lost A Job “For Being The Wrong Skin Colour”
Entertainment
96 views
Entertainment
96 views

Veteran Actress, Ireti Doyle Shares How She Almost Lost A Job “For Being The Wrong Skin Colour”

PH - April 20, 2018

Veteran actress Ireti Doyle, in a post on her Instagram page, is speaking about colorism. In her post, she details how she almost lost a major gig…

1771 Cases of Domestic Violence, 138 Against Men, Recorded in 10 Months in Lagos
Shocking
87 views
Shocking
87 views

1771 Cases of Domestic Violence, 138 Against Men, Recorded in 10 Months in Lagos

PH - April 20, 2018

The Lagos State Domestic Violence & Sexual Violence Response Team (DVSRT) recorded 138 cases against men between May 2017 and March 2018. This was revealed by the…

5 Women-Owned Tech Spaces that VP Osinbajo Could Have Visited During #VPTourOfTech – Mary Olushoga
Business
90 views
Business
90 views

5 Women-Owned Tech Spaces that VP Osinbajo Could Have Visited During #VPTourOfTech – Mary Olushoga

PH - April 20, 2018

Why are women innovators largely ignored in Nigeria’s male-dominated technology spaces? Why didn’t Vice President Osinbajo visit any women-owned spaces during the highly popular and attention-grabbing #VPTourofTech?…

#ReadyToBeatMalaria: Chimamanda Adichie Joins Bill Gates, Prince Charles at Malaria Summit in London
Food and Health
98 views
Food and Health
98 views

#ReadyToBeatMalaria: Chimamanda Adichie Joins Bill Gates, Prince Charles at Malaria Summit in London

PH - April 20, 2018

Nigerian writer Chimamanda Ngozi Adichie gave a speech at the Malaria Summit on Wednesday, 18th of April,in London, England. The Malaria Summit was held to urge Commonwealth…

Loading...