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The
event which saw an impressive presence of professionals from all
spectra of the media, with almost every media organization in the
country in attendance, took the form of two major presentations, one
from the Global Marketing Director of UNIMER Group, Mr. Mohammed
Edderkaoui and another from the Chief Executive of DP
Partnership+DraftFCB, Chief Odun Fadoju, whose company is saddled with
the responsibility of executing the advert and publicity project for the
Titus Brand. Also present at the important occasion were some major
distributors of the Titus Brand in Nigeria namely: Chief Sir, Emma
Bishop Okonkwo OFR, Group Chairman, Ekulo Group, Chief Sylvester Obiakor
and also Chief Israel Egwuonwu.
In
his presentations, Edderkaoui pointed out that Titus Sardines have been
in the Global market for over 80 years and has grown to attain a global
brand status, with presence all over the world . He said the product is
made from fresh sardines, caught off the coast of Morocco and canned
in-situ in factories located very close to the sea and landing coast, a
factor which ensures their premium quality. He stressed that it was a
source of concern to the company that reports show evidences of fake
brands of the product in circulation in certain markets, especially
Nigeria, hence the need to embark on a fresh marketing re-strategizing,
to protect the brand’s market share in Nigeria, by making sure that its
loyal consumers do not suffer the risks of consuming fake products.
He reiterated the fact that quality control is the company’s watchword
and revealed that UNIMER spends millions of dollars annually in research
and development to ensure that the best quality is maintained under
strictest conditions and that this has been the source of the brand’s
strength over the decades; the dependability of the product to consumers
across all strata of demography, worldwide.
Chief Odun Fadoju explained that DP
Partnership+DraftFCB has put in place a very comprehensive advertising
strategy that covers print, radio, television, outdoor billboards as
well as online media, to ensure a very wide reach of the brand to the
consuming public. He said that the campaign is going to cover the entire
Nigerian nation. Explaining the creative concepts of the advert, he
said it laid emphasis on the fact that Titus Sardines, has helped and is
still helping generations of Nigerians to achieve their dreams. He took
a dive into the diet chemistry to explain that according to the United
Nations, Fish protein, rich in highly digestible and easily assimilated
lysine, is very important in maintaining good health and a high
intelligence quotient
which are compulsory for achieving dreams and attaining actualized
lives and that Titus sardines, is the richest source of Lysine available
on the Nigerian market, hence the concept. He further explained that
there are four variants of the creatives, covering sports, academic,
professional dreams and family making, and that these variants will be
replicated in all print and online formats, including billboards, to
maintain brand consistency. He also unveiled five variants of the
jingles covering English, Pidgin, Hausa, Yoruba and Ibo Languages which
are available in audio and visual formats, for the adverts.
Fielding
questions from journalists, Mr. Mohammed Edderkaoui explained that
UNIMER has been unable to establish factories in locations like Nigeria,
where it would have liked to do so for the reason that Sardines are
best canned fresh from the sea to reduce activities of Histamine and
other enzymes that reduce the quality and nutritive value of the fish if
it had to be refrigerated and transported over long distances to
canneries away from the coast. He however said that the company is still
looking for opportunities to further invest in the Nigerian market. He
also pointed out that fishes caught off the coast of Asia and the
pacific, as are being brought into Nigeria from Indo-China, are very
dangerous as most of the Asiatic waters are now polluted with
radio-active wastes from exploded Japanese nuclear reactors and hence
fish
from such waters are capable of infecting consumers with leukemia and
exposing them to other health risks. Hence UNIMER found it necessary to
take steps to protect the superiority of their brand made with fishes
from the extreme west coast of Africa, and absolve it of guilt in case
of health complications from consuming Asian fish in cans.
Supporting
this statement, the Ekulo group head of marketing, Emeka Oramadike
explained that trade in Titus Sardines has provided millions of Nigerian
mothers and business women and men, with a good source of profit over
generations, because of the excellent qualities of the highly tasty and
nutritious product which makes it highly marketable. That, according to
him, is real value added to the lives of Nigerians by the Titus brand.
He reassured Nigerians that the brand is the same yesterday, today and
tomorrow and that further more, the price is now friendlier than ever,
so they should have no far in trading in and consuming their darling
Titus Sardines.
In
his own submission, the Chairman of Ekulo Group, Chief Sir, Emma Bishop
Okonkwo, assured consumers of Titus canned Sardines that the Police,
NAFDAC and SON are all co-operating with the brand owners and
distributors in fishing out and stopping fakers who are trying to spoil
the brand. He enjoined all to go ahead and enjoy their Titus canned
Sardines without fear.
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