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Author Uzo, Uchenna, author

Title Indomie noodles in Africa : lessons on digital and cultural branding / Uchenna Uzo, (Lagos Business School, Pan-Atlantic University, Lagos, Nigeria), and Louis Nzegwu, (University of WisconsinPlatteville, Platteville, Wisconsin, USA)
Published Bingley, U.K. : Emerald Publishing Limited, 2018
♭2018
Online access available from:
Emerald Emerging Markets    View Resource Record  

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Description 1 online resource (3 pages) : 18 illustrations
Series Emerald emerging markets case studies, 2045-0621 ; volume 8, issue 1
Summary Dufil Prima Limited is the manufacturer of Indomie noodles and a market leader in the noodles market of Nigeria that exports products to Congo, Ivory Coast, Ghana and Benin Republic. However, the company has experienced a drop in the market share from 78 per cent in 2010 to 54 per cent in 2015. This drop is largely due to rising competition, Nigeria's economic downturn and the inability to grow a consumer base in Northern Nigeria. Kenneth Iruonagbe, a social media executive of the company, is responsible for developing a social media and digital marketing strategy for the company to increase the market share position by 16 per cent in the next three years. Kenneth is convinced that a growth in the Northern Nigeria market share is critical for improving the market position in the entire country and facilitating the market penetration in the other four countries. A number of options are being considered to address the current problem. Because of the sharp differences in the consumption habits, cultural values and lifestyles of consumers of noodles in the northern and southern parts of Nigeria, the options may be difficult to implement. Dufil needs to engage in the delicate task of crafting a social media and digital marketing strategy that will be consistent with the values of the Indomie brand and yet prevent the risk of brand confusion and alienation on the part of consumers. The company has one month to roll out its plan
Notes Highlight how cultural branding through social media applies to consumer markets in Africa. Explain the fundamentals of brand building and also introduce the concepts of integrated marketing communication, below-the-line, above-the-line, social media and digital marketing. Explain how social media and digital marketing could be used to move consumers from brand awareness to brand loyalty. Explain how to craft social media and digital marketing strategies that are relevant to countries facing an economic downturn. Highlight the lessons from internationalizing a brand across various African countries
Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes
Bibliography Includes bibliographical references and index
Audience The case can be taught in MBA courses and executive education programs
Subject Branding (Marketing) -- Nigeria
Social media -- Internet marketing -- Nigeria
Business & Economics -- Marketing -- General.
Market research.
Genre/Form Case studies.
Form Electronic book
Author Nzegwu, Louis, author