Consumer activations, major marketing tool in 2016 —NB Plc

The Nigerian Breweries Plc has stated that one key strategy it employed to engage and thrill consumers of its brands in 2016, was the various forms of activations it adopted for its numerous brands.

Disclosing this at the company’s Pre-AGM Media briefing, held recently in Lagos, its Managing Director and Chief Executive Officer, Mr Nicolas Vervelde, noted  that through those activations, the company was able to further strengthen its bond with the consumers, maintain a top-of-the-mind status in the market and enhance its bottom-line, in spite of the nation’s  harsh economic weather.

The NB Plc boss also attributed  the N314 billion revenue recorded by the company in the 2016 financial year to its twin agenda of Cost and Market Leadership.

He noted that the analysis of the audited results shows that the N314 billion revenue represents a 6.7 per cent growth from the N293 billion it recorded in 2015, while insisting that the company’s results showed a decent outing in the out gone year, given the nation’s business environment in the year.

“When all factors are considered, our results have been positive and creditable over the years. Despite the deterioration in consumer purchasing power, our robust brand portfolio which covers a broad spectrum of consumer needs enabled us to protect revenue and profitability,” he said.

He described the operating environment in 2016 as very challenging, especially from an input cost, FOREX and purchasing power perspectives.

While assuring its customers of the company’s readiness to give them value for their hard-earned money, the company’s chief executive, however, expressed  confidence that the  company  was well-positioned to adapt to the operating environment, in the new year.