GM Marketing attributes 2Sure success to disruptive marketing
By Oghale Mafuru
Following the incredible success of the 2Sure brand since it launched into the Nigerian market two years ago, the General Manager, Marketing, Seven-Up Bottling Company, Segun Ogunleye has described the movement into the Home and Personal care category as a transitional initiative aimed to disrupt the entire ecosystem.
Speaking on the topic, ” Disruptive Marketing” at the annual Marketing Conference of the National Institute of Marketing of Nigeria NIMN, the highly cerebral marketing professional opined that disruptive marketing is vital to the survival of businesses in a highly volatile, complex, and uncertain environment. He stated that Seven-up bottling company’s product extension into the Home and Personal care category was a strategic brand positioning initiative.
“Disrupting from a product point of view in a Volatile, Uncertain Complex, and Ambiguous (VUCA) environment, you need to find what you can do to continually be at the forefront of driving consumers’ mindset and also having their wellness at the back of your mind which leads to why the business decided to pivot into Home and Personal care space,” he said.
According to him, the 2Sure brand which was launched during the pandemic to provide affordable and reliable sanitisers to Nigerians has grown into a leading brand in its category.
“It was not necessarily about the profit; it was about wellness at that time. But after the launch, the team of the Home and Personal care has been able to take it further to say: ‘no it shouldn’t be about sanitizer, how about taking it further to own the entire Home Care genre in an affordable and the most qualitative way”
“So, today you have seen a brand that came just two years ago becoming one of the most equitable Homes and Personal care brand because 2Sure today is rivaling and disrupting a space where certain brands have been there for over 60 years” he added.
While harping on the need for professionals to differentiate their brands from the competition through disruption noted that brand managers should own the consumer’s mind and heart by looking beyond the intrinsic quality to engage with the consumers at a deeper level.
He said “When everything goes down to refreshments, you will need something good to set you apart. That’s where emotive communication comes in. We as a brand did not just look at the intrinsic element, we can’t take that for granted because that’s what we do. That’s our bread and butter. If you grab a bottle of Pepsi, you will get that pop-fixed excitement. No one can stand up to us in that.
“How about owning the heart and mind of the consumer? That’s where the next ‘P’ in the Marketing mix comes in. How do you continue to disrupt at their passion point? Which is exactly what sets you apart from every other person; from an intrinsic point of view” he added.
Seven-Up Bottling Company Ltd is one of the largest manufacturing companies in Nigeria, producing and distributing some of the nation’s most-loved beverages in the country like; Pepsi, 7Up, Mirinda, Teem, Mountain Dew, H2oH!, Lipton Ice Tea, and Aquafina premium drinking water.
The 2Sure brand debuted in the Nigeria market in 2020 during the Coronavirus pandemic and has further increased the company’s product portfolio to include dish wash and other Home and Personal care products.
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