TVC / Max FM 102.3 host Amber GM live on Business Show
By Felicia Nwosu
Nigeria’s leading independent broadcasting television, TVC television, (TVC DSTV Channel 418) and its sister radio station, Max FM Lagos 102.3 have hosted, Lola Adedeji, the amiable General Manager of Amber Energy Drink Ltd in a live interview on its popular business magazine programme; TVC BUSINESS SHOW, with the theme : Understanding the Dynamics of the Nigerian Market.”
The visionary entrepreneur, while speaking with Tolu Ogunjobi, the energetic and vibrant anchor of the business magazine programme, revealed that Nigeria’s business environment is a unique and very high-tapped sector, filled with resilient and optimistic individuals.
The resilient businesswoman reaffirmed that Nigerian entrepreneurs are very focused despite the various inefficiencies and challenges militating the growth of business in Nigeria. The challenges she enumerated include logistics, regulatory, economic, reduction in purchasing power of consumers and security challenges as well substandard dealers. Baring her mind on the energy drink segment of the Nigerian market, she described it as a jungle, where only the bold, daring and optimistic can penetrate and thrive.
“ Everybody is aiming to invest in Nigeria, not everybody understands the market, so people just move in there to try something and expect it to be good, and because we are a majorly consumer country, so the energy drink market, I will say it is a jungle.”
The Amber boss passionately revealed what inspired the birth and launch of the iconic brand in the peak of the pandemic in 2020.
“Our love for Nigeria, we love Nigeria and we think they deserve a better life, if you look at all the other energy drinks, they are solely by Nigerians for Nigerians. Amber is a frontier in the pan-Nigerian quest, because it is made by Nigeria for Nigerians. This is because we understand what the average Nigerian wants or needs, and we are bent on not compromising our quality because Nigeria has been known to be a dumping ground, so you look at some of the drinks that come in, they don’t have enough quality control, people consume them. Amber came to change that narrative.”
Speaking on Max FM, over Amber’s market positioning, She averred that Amber is a legacy drink which is why its recent campaign remains a force to reckoned with as it kicked off with the slogan ‘Amber dey for you’ as an assurance that is infallible. The brand builder pointed out that her brand has a unique DNA to excel in its category and therefore, can’t compete with what it is born with. She proudly revealed the healthy ingredients that defined Amber’s proposition as a premium energy drink is raising the bar into Nigeria’s market.
The enthusiast entrepreneur also allayed the fears of consumers on caffeine content of the product. According to her, Amber puts the well-being of the average Nigerian into consideration before production, adding that it is a nonalcoholic, but naturally fortified with rich vitamins and guarana fruit to reduce the caffeine intake.
Ms. Lola noted that the award winning energy drink is engaging in various corporate social responsibility activities.
“We also have our CSR programmes where we are empowering Nigerians to become financially independent. We also organized Amber free BRT buses when we started and also partnered with LASMA to control traffic across some metropolis in the state.”
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