A recent assessment of health drinks in Nigeria shows that innovation, convenience and value for money form the core essence of a brand like Hollandia Evaporated Milk and its marketing.
According to brand experts, “All over the world, brands embrace innovation to continually add value to consumers. Innovation is key, as it creates excitement for products and triggers demand. Brands like Kodak and Nokia have stagnated because they refused to go with the times. While their competitors were offering trendier products and breaking new frontiers, they relied on years of supposed heritage. Smart customers went for the trendier innovation and the rest, they say, is history.”
They said back home in Nigeria, “the dairy market is faced with an almost similar scenario. For one major dairy brand in the market, 60 years of heritage is an important message for its marketing but for a brand like Hollandia Evaporated Milk, innovation, convenience and value for money forms the core essence of the product and marketing.”
They stated that “Brands like Hollandia Evaporated Milk, which have embraced innovation have steadily built loyalty and affinity with millions of consumers. Trending now is its 65grams ‘Correct Wazo’ pack. For N50, you can get 65grams of creamy nourishment which is actually 10grams more milk than other brands in the same category. Hollandia Evaporated Milk 65grams ‘Correct Wazo’ pack offers quantity plus quality at a consumer friendly price.”
They said, for some dairy brands, “the strategy to remain relevant in these challenging times has been to reduce product quantity and quality in order to retain the N50 price. For Chi Limited, however, consumer consideration is key. The 65grams pack is popularly called ‘Correct Wazo’ because it makes all the difference by offering you 10 extra grams of creamy nourishment more than other milk brands selling at N50.
“Hollandia Evaporated Milk is hygienically produced with modern technology in aseptic Tetra Pak packaging unlike other milk brands especially those in tins which raise great concerns about the hygienic condition of the milk due to the corrosive nature of the packaging material.”
According to Adeola Idowu, a marketing communications professional in Lagos, “Hollandia Evaporated Milk is the only milk brand with convenient resealable pack that comes with a cap. I do not have to worry about storage as I can always reseal the pack unlike other milk brands. It also offers more value for money for products on the same category.”
He stated that “With milk widely available and affordable, there is no gainsaying the fact that innovative brands like Hollandia Evaporated Milk would continue to enjoy consumer preference over other dairy brands that have remained stuck in time.”