Key Brand Projects Executed



Sensing and Translating Trends-insight to actionable implications to support Businesses in Africa respond more effectively to evolving consumer needs. [Trend-Hunting Project for TINK AFRICA, - 2014 Till date].

 TINK Africa, a trend intelligence plus consumer insight company has a premium-access Online intelligence portal, "Trends Worth Billions". TINK wanted to inspire subscribers to this portal with selected case studies, insights and innovations within their industries. To get this project executed, TINK engaged Insights+Development Practitioner, John Iduh to support trends-intelligence gathering and insights Translation that would be regularly published on the digital platform in order to support businesses in Africa respond more effectively to evolving consumer needs, lifestyles, behaviors and general cultural phenomenon. For more than two years till date, John has been sensing Market trends for TINK Africa, and explore how African companies could positively leverage the insights in furtherance  of their marketing objectives.

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 Every Dealer Survey (EDS) in the Nigerian Beer and Malt Sectors [Beverage-Market-Research for Brandworx's Client, Sabmiller - October, 2014 - Till Date]

 Brandworx client, Sabmiller, the brand owner of Hero beer,  Trophy lager, Grand Malt, Beta Malt etc wanted to understand beer/beverage trading patterns, competition, Brand sales, Sources of Supply, Sales Rep behaviours, Storage type, Outlet and segment characteristics in order to measure market sizes, calculate opportunities, develop strategies and innovation across Nigerian Geographies. To execute this project, Brandworx contracted Insights+Development Practitioner, John Iduh to support her Research team study Malt/Beer Market-Channels. For the past 20 months, we have researched for SABmiller, using Data collection App on Android mobile devices to conduct Trading/Drinks-Retail Census; Outlet Segmentation, Supplier/Route-to-Market Analysis; Dealer/Reseller Survey; Outlet Mapping/Photographing,  Drink storage, Prices, Sales/Consumption Statistics; Beer Competitive Analysis; Brand perception metrics; and Sales Representation Audits. These efforts are already delivering insights to support Sabmiller develop winning strategies, innovation and Marketing Messages in the Nigerian Beverage sector.

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Investigating the Substance behind Demand Decline for "Cut 1/4 Soft-Chicken" in Mr. Biggs Outlets in the Lagos Metropolis. [Cut-Chicken Segment Research for Globus Resources Ltd, 2013].

 Globus Resources Ltd, the Marketer of Big Sam Soft-Chicken, in 2013 was facing  demand decline for "Cut 1/4 Soft-Chicken" across Mr. BIGGS outlets in the Lagos Metropolis, despite legendary services to customers. To identify the forces behind the dynamics, Insights+Development Practitioner, John Iduh helped Globus conducted Product, Price, customer and competitive investigations for 4 weeks. The revelation was that two prime competitors, Chi-farm and Zartech, had secret meeting with Mr. BIGGS franchisor, UAC Nigeria, and agreed to be offering "Cut 1/4 Soft-Chicken" to all Mr. BIGGS outlets in the Lagos state, at a lower fixed prices, Globus was not doing. This signal from competitors spurred Globus to embark on "Price cut, fixed price, and extended credit limit and credit period" offer for this segment. As a result, sales went trajectory after 7 days of implemention.



JohnTrec Shoes


Johntrecs Manufacturing Company was faced with threats of category competition, market dynamics and declining relevance. The company  wanted to clearly  differentiate itself from its geographic rivals and from tried and tired industry practices. Johntrecs executives were contemplating a radical new approach to address  customer needs  and challenge industry norms.



Johntrecs  tapped my expertise in Trends-Insight, consumer Knowledge, and Concepts Developement to supplement its own efforts aimed at addressing latent needs with innovation that will make a difference -  making industry competition irrelevant. 

The Effort

 I helped the company conduct extensive market studies that identified a space, new ways in which the brand could inspire,influence and compel consumers to act. I helped  Johntrecs confirm a core tenet of its JohntrecsShoes and JohntrecsBags strategy  with  distinct opportunities to create subcategories.


 My efforts  helped revealed some insights that showed consumers  were generally fed up with what they saw as traditional handbags, shoes and Palm-Sandals.

 I also identified the millenial Demographics and  shoes and Bags enthusiasts that has the most promising opportunities


  I helped  Johntrecs create Market-compelling shoes and bags Concepts - with attributes consumers considered relevant; with the resulting Johntrecs brand strategy that differentiated the company from its competitors by emphasizing simplicity, aesthetics and value; I helped Johntrecs carry its Shoes and Bags concepts forward through an activation plan that included customer experience design; and a development and measurement system to track progress and inform performance targets.


The Implementation

 I assited Johntrecs steadily bring this strategy to life at every brand touchpoint with the comprehensive brand program that  extends from positioning, messaging and communications to customer experience and employee engagement.


The Result

 The launch of JohntrecShoes and JohntrecBags concepts  in March, 2011, helped the company earned the loyalty of customers  with sales increase by 25 percent, 4 months after commercialization! Johntrecs also aquired  hundreds of customers in the quarter following the announcement of this new Concepts - the largest customer growth in  years. Consumers in the geography have  named Johntrecs as one of the 2011's Most Innovative Shoes and Bags Manufacturer.



 Our Shoes and Bags visions and concepts are landing extremely well with customers, and John Iduh played an important role in making that happen, said Johnson Edeh, the Managing Director  at Johntrecs. I really appreciate the focus, Insights and strategic point of view that the John Iduh  has provided over time.