Spectranet MD says Nigerian consumers are highly brand conscious
Having worked in several emerging markets across Asia and Africa, Managing Director, Spectranet Ltd., Mr. David Venn, has declared that Nigeria is the most brand conscious market he has worked in.
Mr. Venn told Marketing Edge that Nigerians are not just conscious of brands, but also display their brand awareness unlike what he experienced in other markets.
“This is my first time in Nigeria. I’ve worked a lot in emerging markets. I’ve been in Africa for quite a bit. I worked in Zambia for seven years, I’ve been in Ghana. I’ve also been in Asia; Indonesia, Malaysia, Pakistan, Bangladesh and now I’m in Nigeria. This is definitely the biggest and most vibrant market I’ve ever worked in. When it comes to applying good marketing techniques and experience in brand building, it works here,” Mr. Venn.
Continuing, “People are very brand conscious in Nigeria. They wear it on their sleeves, wrist, branded shirts and all that. You don’t see that in other markets I’ve worked in. People appreciate top brands and also the building of brands and what we stand for. In other markets, people don’t understand the brands. They just want what’s the cheapest not necessarily mindful of the quality. Here, people want quality. This is one market I think with descent proper brand building, you can see the result quickly.”
He also stated that Nigerians are good brand loyalists, provided the brand owners keeps delivering their promises. The Spectranet boss added that Spectranet is positioned to fit into the space of a brand that delivers on its promise of good and affordable data service.
“What I’ve found here is if people have a service or a product that they like and it works, they don’t look elsewhere. I think that’s part of the Nigerian culture, although I’m still learning. We are trying very hard to make sure we satisfy our customers. What we want to be known for as a brand is providing good and affordable broadband data. And that’s what we decided to focus on,” he said.
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