Chi Limited wins multiple awards

Two leading brands from the stable of Chi Limited, nectar and value added dairy products, were honoured at the maiden edition of Kantar Millward Brown, Best Brand Equity Awards 2016.

According to the organisers, the award was aimed at recognising outstanding brands for the equity and consumer preference they enjoy in the marketplace.

While Chivita won the Best Brand Equity award in the juices and soft drinks category, Hollandia emerged winner of the Best Brand Equity in the dairy category.

Kantar Millward Brown, is one of the world’s leading global research agency specialising in advertising effectiveness, strategic communication, media and brand equity research.

Speaking on the awards, Head of Marketing, Chi Limited, Probal Bhattacharya noted that Chivita and Hollandia’s success story is the result of consistent high quality, good marketing support, good understanding of the market and consumers, and of course an enviable consumer loyalty.

According him, the brand’s loveable marketing communication campaigns on multiple engagement platforms including television, radio, print, out of home and digital space have in recent times attracted the attention of communication experts for their strict adherence to the principles of great communication ethics.

He said: “These strategies have in no small measure created a top of mind awareness and brand recall, loyalty and affinity for these brands. Building strong brand equity cannot happen without a thorough understanding of the consumer and a deliberate decision to satisfy and exceed their expectations. Chivita and Hollandia are market-leading brands driven by strategic innovation and insight led marketing.”

“Our aim for these brands has always been to be the gold standard whenever quality juice and dairy products are mentioned. The Brand Equity Awards, for Chivita and Hollandia, not only reflects the premium value we always place on consumer satisfaction, but also vindicate our commitment to effectively serve the Nigerian consumer’s need for health, nutrition and refreshment with best quality juice and value added dairy products,” he added.

A Brand consultant with WingPlus Communication, Akin Adeseko, noted that leading brands across the world have achieved market dominance through strategic innovations and effective marketing, thereby developing invaluable assets of competitive advantage like brand equity and consumer franchise.

Adeseko explained that brand custodians, who understand this, are constantly thinking outside the box to create strategies for consumer preference, loyalty and affinity that build brand equity.

He said, “We have identified a few brands that have excelled in the marketplace and our observations with Chivita and Hollandia is that, Chi Limited has made conscious effort to build brand equity through strategies including attractive products, packaging, deliberate consumer targeting with healthy product variants and cost effectiveness, which ensures real value for money.

“When you add their various consumer engagement activities like activations and promotions to the various television advertisements, commendable digital presence and efficient product distribution ensuring that their products are available to consumers across Nigeria, there is no doubt that the recognition is well deserved,” he added.