Hollandia Evaporated milk: Brand with value, connects customers

Despite the hate campaign, Hollandia Evaporated milk was adjudged market leader through its innovation and modern technology, which has enabled the brand to command more than double the market share of Peak milk and others in Lagos alone.

Value for money and a good price are the most important motivations that keep consumers connected with any brand no matter the level of their loyalty.

Consumers all over the world are in search of a brand that offers lots of benefits to meet their demands based on limited purchasing power.

No doubt, Nigeria’s sick economy, owing to the fall in oil price is taking its toll on every business. But while some foreign companies have pulled out of the country, others have compromised the value offered but still maintained their prices. Only few in the country have remained consistent in offering value for their consumers.

Meanwhile, change in price, low quality and quantity according to a survey is largely responsible for consumers’ disloyalty, where consumers have to opt for another brand instead of their usual ones.

In the market today, there are a variety of dairy products that position themselves as value adding brands but struggle to deliver on their promises thereby losing connection with consumers.

Basically, some of these brands are largely seen as elitist and they have made numerous attempts to break consumers’ perception, but they still find it difficult to get the strategies right. While trying to get it right, a brand fast-tracks its efforts and takes over the market space.

In the food and beverages industry, brand owners have begun media war through heated campaign/ads unlike the current brand war in the telecommunication industry, to discredit one another so as to win consumer loyalty but statistics have shown that this has not yielded any significant result.

Brand war is currently raging between Peak Milk with its “Wazobia” campaign, and Hollandia Evaporate milk’s with “Na correct Wazo”. Both brands in these commercials, pitch their economy- pack sizes that sell for N50, commonly referred to as ‘Wazo’ in public parlance in Nigeria.

Peak Evap milk

Investigations have revealed that Peak Milk, via its agency, Insight Communications, first berthed the hate campaign with an advert released on the social media even without any approval from the regulatory agency, using celebrities like AY Comedian, and Sheyilaw, at a mechanic workshop. This has generated some concern with what analysts have described as ‘abuse’ on the location used and personalities involved.

Despite the hate campaign, Hollandia Evaporated milk was adjudged market leader through its innovation and modern technology, which has enabled the brand to command more than double the market share of Peak milk and others in Lagos alone.

According to the A.C Nielsen Retail Audit Data report for Q1 2016, in Lagos, the commercial city of Nigeria alone, Hollandia Evaporated Milk has more than doubled the market share of Peak milk. (HEM 33.9%, Peak Regular 14.3%).

The Retail Audit data also state that Hollandia Evaporated Milk is ahead of Peak in terms of market share in the Southwest region of the country.

Also, its “Pop Pour Throw pack” is another testimony of innovation which is a new frontier in small pouch sachet type pack that makes the brand possible for consumers who could not have earlier afforded an evaporated milk to enroll into the category at an affordable price.

Not too long after that, a larger SKU known as “Pour Cap Keep pack” (215g) was introduced which highlights a huge innovation to consumers as the pack is convenient to use, hygienic and “re-sealable” after being opened.

The brand without doubt, is now considered as the benchmark of value, quality and quantity. It is consumer focused, value maximizing and innovative. It is credited with better overall quality perception as compared to other brands in the evaporated milk category.

Hollandia Evap 215g Pack

Below is the pillar on which Hollandia Evaporated milk is built;

QUALITY AND QUANTITY: Hollandia Evap is positioned as the number one milk brand that offers hygiene with an innovative packaging that is driven by modern technology. Its aseptic packaging ensures that it comes with no preservatives. It is highly nutritious and offers quality, quantity and affordability to the consumers. In terms of quality, given its innovation in terms of packaging & product, the brand is considered the quality benchmark in the Evap category. Whilst in terms of quantity, each format provides quantity benefits in these hard times. For example, the 215g pack offers 25% more than Peak Regular while the 65g offers 15g more than Peak Regular at same price.

CONSUMER FOCUSED BRAND: The first in Nigeria to introduce a consumer focused brand known as “Wazo”, a value maximizing brand. It is the number one Innovative brand with aseptic reseal-able cap packaging,

SOCIO-ECONOMIC VALUE: As the economy slows down and consumers are faced with dwindling resources, Hollandia Evap’s offer of N50 for 65gram milk quantity when other brands have reduced quantity to 50g is commendable.