In order to set itself above the fray in a fiercely competitive market, a brand must consistently deliver what the consumer expects.
Sometime ago, Chivita Premium Fruit Juice, flagship brand from the stable of Chi Limited, launched a new campaign to reinforce its “100 percent fruit juice content,” a tag-line that has won for the brand top-of-the-mind position among fruit juice consumers across Nigeria.
Although, competition in the fruit juice market is becoming tougher with different juice makers deploying different strategies to increase sales even as new entrants join the market. Nevertheless, Chivita has been able to squeeze more juice out of a tight market than its major rivals – Funman fruit juice, Dansa fruit juice, according to a consumer, as the brand has sustained its trajectory as a leading fruit juice brand in a market strutted by other strong competitors.
Understanding this premise and knowing that discerning consumers are attractive prospect for any premium brand, makers of Chivita Premium Fruit Juice, decided to go the extra mile to create top-of-the-mind awareness for the brand among juice lovers in the country by adopting the best technology available in the production of Chivita fruit juice as the decision was based on feedback received from consumers who are particular about what they consume and who also desire healthy and natural living.
No doubts, Nigeria’s middle class is growing in bounds and among this class, the perception exist that consuming sugar and eating artificial food are injurious to the health. In any case, scientific findings support this view. Thus, the company has invested in latest production techniques for fruit juices that contain no added sugar in order to give the consumer a sense of exclusiveness and pride.
Consequently, most fruit juice consumers have started checking the labels on other foods and beverages. By doing so, many fruit juice lovers across the country and beyond are daily switching over from regular soft drinks to fruit juice with its 100 percent juice content that contains no added sugar, no preservative and no added colours.
Chivita juice, which comes in five variants, is a rare blend of the best of Nigerian and imported fruit juices. Its good natural taste has helped to attain the status of a market leader which explains its high visibility at social gatherings across the country.
On her regular fortnightly trip to the gleaming shopping mall near her home in Ikeja, Lagos, Cecilia Kufeji, a housewife, disdains many fruit juices. She opts for Chivita Premium 100 percent fruit juice only.
The brightly coloured Tetra Pak is affordable and emblazoned with pictures of a smiling Nigerian family – all radiating good health. “I like it for the taste because it has a full bodied, uniquely savoury flavour typical of natural fruits,” she says, wheeling two baskets down aisle 11 of the 13 that make up Shoprite, a South African chain that, like many foreign hopeful, is moving into the country to take advantage of the spending power of Nigeria’s growing middle class.
Also according to the managing director of the company, Roy Deepanjan, “Nutrition is a key enabler to meet almost every development goal, and we cannot over-emphasize the important role that natural foods without artificial preservatives and refined sugars can play in achieving this. We are committed to ensuring the maximum standard in the production of our wide range of products and are impressed with the feedbacks we are receiving.”
By: Anne Agbaje