By Felicia Nwosu

Here in Nigeria, notable top brands go head to head with each other leveraging intense marketing strategies such as campaigns, premiumisation, price difference, repackaging, and other marketing concepts to subtly woo new consumers while sustaining the patronage and loyalty of existing ones.

Brand wars are not new in the history of global marketing.  For some brands, it has gone beyond mere marketing strategy to become a fierce rivalry or feud of sorts this becoming an age-long battle.

Sometimes, these top-notch brand rivalries exist either between legacy brands and new entrants or the other way round, as every brand is hotly seeking for ways to deepen its market share through penetration and reach.

There are various methods used by competing brands to gain over consumers’ wallets. Some rival brands in the bid to confuse consumers infringe on trademarks or make some similarities between logos of the two brands.

Others include poking fun at the competitor by slashing prices or including additional accessories and  creating  additional flavours with health benefits, as well as inflating volumes and value of transactions which otherwise serve as a threat to other companies

This unhealthy competition among brands has led many to lose focus on what it stands for when it comes to  purpose and core proposition backed up  with a well-differentiated product portfolio and positioning built from consumer insights.

In this edition, MARKETING EDGE has painstakingly listed some out of the numerous brands wars across categories and segments in the Nigerian market.

 Coca-Cola vs. Pepsi

Making No.1 list is not a biased choice ,because it has become a global war between these two brands.The incessant ‘war’between these red and blue can brands is one that has become an unending brand ‘world-war’ since history. It comes from diverse strategies which include campaign war, price, packaging and others. Recall there was a time when Coke used to be more expensive than Pepsi here in Nigeria, but today, they are heading the same way.

 Milo vs. Bournvita

These two brands  have always been at pari – passu or close-marking  each other in all ramifications. They both change campaigns at the same season to win consumers during each religious celebration, both also moved to economic pack via  sachetisation, added extra nutrients one after the other, although Milo later embraced the ready-to-drink option and snack variant which consumers are also expecting Bournvita to do soonest.

 Indomie vs Mimee noodles

These brands are not age-mates at all even though they are from the same renowned stable, De-United Foods Industries Limited (DUFIL), but  gradually and subtly, Mimee noodles has won its way into the hearts of consumers with its colourful pack and assorted ingredients. Despite this, Indomie as the market leader is sternly watching its baby-sister brand shining and hotly competing with an older brand.

 Golden Morn vs Amaizing Day

Despite the generational gap between these brands, they are today standing side-by-side in a brand war as competitors in the cereal market. Golden Morn from the stable of Nestle   has been there for years and like the blue ocean strategy, Amaizing Cereal from Golden Penny  cascaded to challenge the legacy brand  with the rolling out of low-priced but premium quality sachet cereal.

Today, both are exchanging various marketing tactics to out-smart each other.

 Sprite vs 7 Up

This is another brand war that has remained consistent when it comes to marketing tactics. These brands have leveraged several defending methods through engaging campaign messages, packaging and flavor addition to wedge other’s attacks

 Fearless vs Predator

For these two brands with look-alike logos, it will continue to be the battle of the strongest as they continue to exchange marketing blows in diverse ways to demonstrate their superiority. After being entangled in a lawsuit for trademark infringement some years back, they have conveniently chosen to stay side-by-side calling on consumers for brand recognition.

 Viva vs Good Mama

Both products penetrated the market with such eruptive force riding on the pinnacle of variety as the spice of life to win consumers with their innovative impacts and attractive colours. Today, both are treading the market path with high shoulders ,although Viva seems to be having an upper hand with its product extension in other categories.

 Hypo vs Harpic

Harpic for years was synonymous with toilet cleaning until Hypo emerged with its ‘Hypo go wipe..O,a slogan to disrupt the market, taking legacy brands such as Jik totally out of the market shelf. Hypo was not birthed as  a toilet cleaner initially, but has evolved tremendously with other extensions to contend with Harpic.

 Oral B vs Close-Up

Both toothpaste brands are all known as legacy brands having occupied the category territory for a very long time. Although for some time, while Oral B maintained its premium class, it seemed as if Close-Up went comatose ,but with the various campaigns and innovations by Close-Up, there seems to be a new battle royale  between these brands in recent times.

 Evap vs Peak

Just as Cowbell disrupted the powdered milk category with its sachet, Evap, from the Chi Limited stable, did the same in the evaporated milk segment. Today it’s exchanging some market wars with a heritage brand like Peak from the Friesland Campina stable.