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Nigeria

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Research Paper

This paper sets out a research project for Unilever, the FMCG manufacturer, to deliver an understanding of how toothpaste is consumed amongst lower-income groups in Nigeria, Ethiopia, India and the Philippines.

News

LAGOS: The telecoms sector is by far the largest spender on advertising in Nigeria, accounting for 17% of total expenditure in 2015 according to a new study.

Article

This research by Ogilvy and Mather investigates the opportunities and challenges for brands in 12 developing markets.

Case Study

This case study explores how Guinness, an Irish dry stout owned by Diageo's brewing company, strengthened its position as a global brand through the creation of a global platform.

Case Study

This case study shows how Pepsi, a soft drinks brand, developed a social media campaign centered on Nigerian cultural identity to regain market share.

Research Paper

This paper explores how learning from neuroscience, experimental psychology and behavioural economics can be used to invigorate established qualitative research methods and pioneer new approaches.

News

LAGOS/NAIROBI: Africa presents huge opportunities for FMCG companies as long as they learn from the experience of brand pioneers and follow four key rules, a new research paper from McKinsey has advised.

Article

This report sets out some of the features of a new set of emerging markets - Nigeria, Indonesia, Mexico, the Philippines and Turkey - the 'NIMPTs'.

News

LAGOS: Consumption in Nigeria could more than triple to almost $1.4 trillion a year by 2030, an increase of about 8% annually, a new report has forecast.

Research Paper

Efforts are continually made from within and outside developing countries, to better understand the consumer and customer distribution, for the purpose of devising and delivering a more accurate means to market insight within such regions.

News

LAGOS: Social media sites are among the most visited across Africa but in Nigeria mobile chat platforms and microblogs are proving the most attractive to consumers, according to a report.

News

LAGOS: Estée Lauder, the cosmetics group, is ramping up its activity in Africa, with a city-centric approach driving the firm's strategy in the region.

News

LAGOS: Leading international hotel chains are expanding their presence in Africa due to the region's high economic growth rates and strong demographic trends.

News

LAGOS: African banks are increasingly using social media to engage with consumers and to offer banking services.

Research Paper

This paper describes results of a mixed-method study among youth in seven media markets that aimed to understand young people's use of mobile media.

News

LAGOS: The Nigerian middle class is taking to the internet to purchase brands like Samsung, Ralph Lauren and Zara from Amazon-style websites, which have had to adapt their business models to local conditions.

Case Study

The hygiene and cleansing brand, Lifebuoy, wanted to address the problem of two diseases afflicting the world's poorest children, namely pneumonia and diarrhoea, which together account for an estimated 2.1 million child deaths every year.

News

LAGOS: Advertising creates awareness but word-of-mouth endorsements, in person or electronically, are what drive purchase decisions in Africa, a study from Nielsen has claimed.

News

LAGOS: Diageo, the spirits group, is tapping the strong growth potential observable in Africa by adopting a flexible business model in each market, building its brands and embracing digital media.

Case Study

Mass consolidation in the airline industry left Virgin Atlantic facing a new breed of global competitor.

News

LAGOS: Diageo and Pernod Ricard, the premium spirits groups, are both ramping up their focus on Africa, a market characterised by a mixture of opportunities and challenges.

News

LAGOS: Multinational companies are continuing to develop their business models in Africa, where rising affluence and enormous growth potential are often combined with a highly nascent infrastructure.

Article

The next billion consumers will come from low-income markets in China, India and Brazil, and also emerging economies in Africa, Latin America, Central Asia and the ASEAN regions.

Research Paper

This paper is aimed at exploring African children’s attitudinal reactions to television advertisements.

Article

Africa lags behind the developed world in adoption of digital communications but, as the growth of mobile technology in South Africa, Kenya and Nigeria shows, the situation is rapidly changing.