By Amaka Akachukwu
Creating a brand and sustaining a brand are two different things. Over time, many brand owners have gone out of business because of the lack of sustainability and also the lack of making the brand glow and grow.
The influx of some brands into the Nigerian seasoning food market has made a lot of other brand owners’ stand on their feet while others play second fiddle.
Let us take a look at the two major brands in the food seasoning market in Nigeria. One being the Knorr cubes and the other Maggi cubes.
In 1912 the first Knorr Bouillon cube was introduced and since then, Knorr is now being enjoyed in virtually most parts of the world. In 1957, flagship Knorr brands like bouillon and soups were sold in 8 countries and by 2000, Knorr products were sold in nearly 90 countries around the globe it is growing fast beyond its European heartland, particularly in Latin America, Africa, the Middle East and Asia. Knorr is Unilever’s biggest- selling brand and it markets a line of low-calorie products; with its annual sales topping €3 billion.
In December 2013, Unilever Nigeria PLC revealed that it sold over 10billion Knorr cubes seasoning; it is a development that demonstrates the growing consumers’ confidence in the product.
On the other hand, Maggi is an international brand owned by Nestlé. It has been in existence since 1447. The bouillon cube or “Maggi cube”, which was another meat substitute product, was introduced in 1908. Because chicken and beef broths are so common in the cuisines of many different countries, the company’s products have a large worldwide market. In West Africa and parts of the Middle East, Maggi cubes are used as part of the local cuisine.
Even with the introduction of new seasonings into the market, these two brands have continuously battled for the No.1 spot in the Nigerian food seasoning market, through new ideas, promotions and ad campaigns. At least 7 in 10 meals in Nigeria has a Knorr or Maggi cube in it. But with a motley crowd of well branded and ubiquitous seasonings swarming the market, it just be a matter of time before Nigerian consumers decide who is the real Mccoy in the seasonings business.
| KNORR | MAGGI |
| TASTE KNORR is said not to have a milder, less salty taste and comes in a variety of flavours. | TASTE MAGGI is said to have a rather salty taste but it comes in a variety of flavours |
| CUSTOMER VALUE KNORR soups are low in cholesterol and Fat | CUSTOMER VALUE MAGGI is so popular that it is a generic name for food seasonings in Nigeria |
| BRAND PROMOTION KNORR launched its Cook ‘n’ Win promo where winners received different prices like cars, refrigerators, etc. It also launched the ‘Power of Meal Times’ campaign project which was aimed at organizing family picnics as a way of preaching meal-time bonding.
| BRAND PROMOTION MAGGI, has occupied a big space in the hearts of consumers before now, it has managed to endear the brand to customers thanks to its marketing communication activities. Like its annual ‘Cook for Mama’ competition and its Maggi Million and More Promo which produced 13 millionaires in 13 weeks. |
| TARGET KNORR targets ABC market segment especially the womenfolk. KNORR cube is sold in over 87 countries. PRODUCT STRATEGY For KNORR, good food is their main priority. | TARGET MAGGI targets every household, but also has also diversified towards making children their target market with their inclusion in their major ads and communications; obviously trying to raise a new generation of loyal consumers |
| DISTRIBUTION STRATEGY KNORR cubes are visible in every market, supermarkets and departmental stores etc. KNORR soups are almost available in every supermarkets and departmental stores. They have no presence in rural markets. | DISTRBUTION STRATEGY MAGGI cubes are visible in every market, supermarkets and departmental stores. MAGGI soups are available mostly in supermarkets and very few stores. They have no presence in rural markets. |
| PRICES KNORR is retailed for N10, N20 (Cubes) N400-N500 (Packets) N5,300-N6,145 (Cartons)
| PRICES MAGGI is retailed for N10, N20 (Cubes) N260-N800 (Packets) N1,500-N5000 (Cartons) |
VERDICT
Knorr and Maggi Cubes are strong food seasoning brands in the Nigerian Market. It is very obvious both are delivering strongly on their brand promises to their target market. Notwithstanding, their respective huge sales revenue one can only say the real taste of the winner-seasoning is in the eating.
