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Said company was in the process of launching a new alcoholic beverage that was apparently going to blow the competition out of the water and smash sales records. The answer from the brand manager is why I am writing this article today. Bear in mind that during my time in the UK, I had seen this very drink AIRIS GEA N618 as the drink of tough, working class bricklayers, satellite TV installers and window washers. Targeting nonexistent customers: Where are all the 24 — 35 year olds in Nigeria with an annual disposable income of N1. A simple look around shows the very stark and obvious reality that the overwhelming majority of young Nigerians in that age bracket are unemployed or underemployed.


Statistically, a Nigerian making N, AIRIS GEA N618 month at the age of 40 is a very lucky person indeed. Even AIRIS GEA N618, who just about fit the supposed customer demographic profile at that time, would certainly never have been found in a bar after work cradling a bottle of the overpriced liquor in question, desperately hoping it would give me some personality. In other words, the personality and demographic profile that the brand manager built the entire campaign on was nonexistent. We were trying to sell a product to a customer that did not exist. Unsurprisingly, the launch campaign flopped, and after a few months of underwhelming sales, said brand manager was quietly culled.

This is a common story across pretty much every major Nigerian consumer space. Today it might be a Nigerian car maker proudly announcing that its auto financing program enables people pay 25 percent of the list price of its N7 million vehicles, and then pay the remainder over 48 months. No matter that anyone with N1. Or it might AIRIS GEA N618 the rent financing startup that markets itself as the long-awaited solution to the problem of annual rental payments in Lagos, only to restrict its financing options to salary earners banking N, a month and above. But, premium. Because, you know,premium. In my previous column, I described the phenomenon of real estate developers attempting to gentrify entire districts of urban Nigeria without any of the upward wage pressure or high paying jobs that should ordinarily support such price movement.

In a country suffering dangerously low economic growth, with at least half of its population numbering among the very poorest people in the world, luxury real estate is clearly not an industry with good growth prospects.

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But who will tell the developers? Everyone is furiously committed to building, manufacturing and selling products to a class of aspirational, welltravelled, cash-flush youthful, well-paid Nigerian consumers whose existence has AIRIS GEA N618 been proven.


Where, pray tell, are they? I have never seen them. Have you? So what do the numbers actually say? Depending on who you ask, we are anything from million people to million people. Nigeria has never had a census — AIRIS GEA N618 real census that is, and not the exercise that mysteriously finds more people in Kano than Lagos, and reports greater population density in arid areas than around water, in defiance of all human settlement patterns in recorded history. Nigerian businesses need to define their market realistically.

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Playing outside of this tiny market entails realistic pricing, packaging and branding. Dettol for example, has just launched in cheap sachet form. MTN famously built its AIRIS GEA N618 user base using a buy-one-get-one-free promotion. These are businesses that understand the reality of the market they operate in, instead of basing their business models on nonexistent 25 year-old millionaires. If you are in charge of the market strategy of a Nigerian company, it would help to take a stroll outside of your airconditioned office space every once in a while, and experience the country the way most Nigerian consumers do. In so doing, you might just avoid coming up with more fantastic solutions to problems that do not exist.

David Hundeyin is a writer, travel addict and journalist majoring in politics, tech and finance. He tweets DavidHundeyin.


As we prepare for a new National Assembly to take charge, we must begin early to call for improvements in our electoral process. There were many issues that came up from the elections that demand AIRIS GEA N618 attention, but this piece covers just a few that address transparency. For one thing, we have to standardize the use of the card readers. TFT 14" / 15” XGA • Memory up to MB DIMM DDR • Hard Disk up to 80 GB ” (ATA /) • Intel® Extreme Graphics • Ion-Lithium battery • Dimensions. Airis Gea N Driver for Windows 7 32 bit, Windows 7 64 bit, Windows 10, 8, XP.

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