Marketing

Every organization must understand that demand will not be captured through competition alone but will be shaped or granted by external forces outside market’s control. These forces include inflation cycles which affect consumer purchasing power, interest-rate regimes, regulatory posture, demographic shifts, technology diffusion, energy transitions, geopolitics, and cultural re-prioritization. These forces, which cannot be controlled […]

“Poor firms ignore their competitors; average firms copy their competitors; winning firms lead their competitors.” ~ Philip Kotler Your competitors are organizations offering similar services to you. They could also be offering products and services that could substitute for your product. This is why it is an illusion to think those who offer exactly the

Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating, offering and freely exchanging products and services of value with others ~ Kotler and Armstrong (2010) I live in an estate where the fiber/broadband provider has consistently offered declining service over the past few months

The Nigerian media has been buzzing with news of major foreign companies exiting the market, sparking concerns among citizens about the economic implications. From a marketing lens, this corporate exodus can be viewed as a consequence of Nigeria’s sputtering economy and the ensuing battle for shrinking market categories. At the core of the issue is

The debut of Air Peace, a Nigerian airline, on the London route has sparked significant reactions from Nigerians, which is unsurprising given the long-awaited nature of this event. On the other hand, Air Peace’s aggressive pricing strategy, slashing fares, was widely welcomed, particularly in the current economic climate where cost-competitiveness is crucial for many Nigerians.

I experienced a surprising event yesterday when a particular consumer product that I buy monthly had a sharp increase in price. The price had risen by 80% compared to my last purchase. Upon reaching the point of payment, I discovered this significant increase and decided to change my purchase. I returned the product and opted

This P&G issue has been a subject of discourse amongst marketing colleagues since the news broke. There are many angles to look at the challenges.One of it is the Nigerian economy, whose per capita income has been on a decline since 2016. When per capita income declines, it is a sign that the average wealth

Every product brand has goals with timelines set with it. In every organization, there are set goals for every brand and certain expectations and objectives are drawn with it. These goals are monitored and evaluated from time to time based on the timelines set for them. In the same instance, every individual who desires to