The business landscape in Nigeria is undoubtedly attractive to investors because of the size of the population. Consequently, the array of brands on shelves in supermarkets and in the mass market may be sometimes confusing to consumers. Nowhere is this dilemma more evident than in the foods and beverages category of the fast moving consumer goods sector. Understandably, competition for patronage by operators in the sector is fierce. But in an increasingly health conscious world, consumers will only choose to buy the best. The brands that will ultimately survive the contest for consumer loyalty will be ones with quality products manufactured locally using world-class technology.
In marketing of products consumed by children, there is the added burden of ensuring that the product is exciting and appealing not just to the children but also to their health conscious parents and guardians. And if brand owners are to agree with the position of Jack Trout and Al Ries in their landmark book entitled “The 22 Immutable Laws of Marketing,” then marketing is not truly a battle of products but a battle of perceptions. The implication of this is that even if a product is of the highest quality imaginable, brand owners must still work on the perception of consumers.
In today’s world where genetically modified or synthetic consumers goods are being widely promoted despite the protests against their use in consumable goods, natural products will surely have an edge in the minds of parents who want the best for their children. In the fruit juice drink market, several brands targeted at children compete for leadership through various offerings. Drinks such as Bobo, Viju Milk, Ribena, Happy-Hour, Lucozade Boost and Capri-Sonne lead the pack in the race to capture the hearts of children and their parents. Also, Maltina from the stable of Nigerian Breweries Plc recently joined the fray. Besides, several cottage businesses churn out various offerings that chip away at the edges.
Nonetheless, there are significant differences in their offerings which define the competition and their respective performance in the marketplace. While many of the brands mentioned are a mixture of synthetic materials and natural ingredients, Capri-Sonne stands out because it contains 100% fruit ingredients that adds to vitality and healthy growth of the child. This quality has naturally endeared the brand to discerning mothers.
In today’s world, healthy living is uppermost in the minds of the people.
Mothers, in particular, tend to be extra careful with what they feed to their children. It is obvious that many people, including children, do not drink enough. They tend to eat too much but not drink enough! This is why parents use simple tricks like buying fruit juice drinks to encourage their children to drink enough. But in the long run, the children are only going to drink more if they like and enjoy the taste of the beverage. When children turn fussy about eating, parents turn to buying healthy and nourishing products that suit the taste buds of the child and in almost all cases, the child takes the drink with a smile. This is where the universally recognizable Capri-Sonne, a brand of fruit juice drink that is perhaps most well known for its silver, stand-up pouch packaging beats other beverages on offer.
Mrs. Deola Ojelabi, a housewife who like every mother wants the best for her children, says her children’s school bags are never complete without their daily intake of Capri-Sonne because “my children know what they want. If they want the best, they know what the best is and I cannot give them what is close to the best. Nobody can fool them. So, they always ask for Capri-Sonne.” The excitement of Tunji, Mrs. Bandele’s four-year old son, at the sight of her mother picking Capri-Sonne from the shelf in a supermarket recently was a joy to behold. Mrs. Bandele confessed that the boy will give her no rest if she failed to include the fruit drink among her purchases. “He loves the drink and I enjoy buying it for him because of its natural taste and as a supplement to him for his healthy development.”
Capri-Sonne is the number one kids’ drink worldwide and controls more than 80 percent of the fruit drink market for kids in Nigeria because it contains 100% natural ingredients. It is estimated that 5 billion pouches are sold every year in approximately 100 countries around the world. The juice is made with the best juice of sun ripened fruits available and contains no artificial flavours and colours or preservative.
The silver pouch has also made the drink popular, especially among parents and children, as the design makes it easily portable. No doubt, Capri-Sonne makes drinking lots of fun! The pouch is sturdy, hermetically sealed and tamper proof. It can withstand many a tumble – and it even passes the hardness test in a freezer without bursting. This means that Capri-Sonne can also be enjoyed as a tasty ice treat.