Key Brands Supported 

Fori-Fori wanted to grow, to do unusual, to do exploit in an industry 

where differentiation is had to come by.In a time of changing market 

structure, John Iduh helped Fori-Fori refined strategies attuned to dynamics

Central Bank of Nigeria (CBN) wanted to map out locations where Mobile Money Agents operate their businesses to guide financial inclusion policy.

Working with BrandWorx, John Iduh Supported CBN executed Geo-spatial Mapping Of Financial Access Points (2018), in North Central, where Mobile agents offer financial services to their customers. The insights has supported CBN executed understand better the worldviews of this tribe.

In the age of digital disruption that TV audience is diverted to smart-phone screens such that holding audience attentions for extended time becomes a challenge, Supported JYB TV developed series of audience-driven programs...


TINK Africa, a trend intelligence plus consumer insight company has a premium-access Online intelligence portal: "Trends Worth Billions". With the desire  to inspire subscribers to this cloud-based platform  with selected case studies, Market-insights and impactful innovations within their industries...TINK engaged John Iduh.

I supported the brand gathered and Translated trend insights into enterprise applications, such that they be regularly published on the digital platform in order to help businesses in Africa respond more effectively to evolving consumer needs, lifestyles, behaviors and general cultural phenomenon. 

This Market-sensing efforts have supported firms leveraged insights in furtherance  of their marketing objectives.

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SABmiller Beverage Market Research Project 

 Documenting  for deeper Comprehension of Market Routes and Trading Patterns in the Nigerian Beer and Malt Sectors through Every Dealer Survey (EDS).



BrandWorx client, Sabmiller, now ABInbev, the Parent of Pabod Breweries, Intafact Beverages, Voltic Nigeria Ltd  and International Breweries as well as brand owner of Hero beer,  Trophy lager, Grand Malt, Beta Malt etc wanted to understand 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 support execute this project, Brandworx hired John Iduh to support her Research team study Malt/Beer Market-Channels through Every Dealer Survey (EDS). 


From Monday, 20th October, 2014 hitherto, we have researched for SABmiller, using Android-enabled Data collection App on mobile devices to document  wholesale and Retail trading: Outlets Census and Maping; Survey and Segment Dealers/Resellers;  Analyze category competition, Brand Availability, Suppliers, Routes-to-Market,  Drink storage and Number of  cooling systems, Prices, Sales/Consumption Statistics; and Audit Sales Representation activities. 


These efforts are already delivering insights to support Sabmiller develop winning strategies, innovation and Marketing Messages in the Nigerian  beverage -sectors.


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 Investigating the Substance behind Demand Decline for "Cut 1/4 Soft-Chicken" in Mr. Biggs Outlets in the Lagos Metropolis.

 A member of Triton Group, Globus Resources Ltd, the Marketer of Big Sam Soft-Chicken, in 2013 was facing  declining demand for "Cut 1/4 Soft-Chicken" across Mr. BIGGS outlets in the Lagos Metropolis, despite quality services to customers. To identify the forces behind the dynamics, 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 implementation.



Hunting Dragon, a South African management consulting firm, specializing in route-to-market process, wanted to study spirit alcoholic trading pattern in the Nigerian temperate zones.  With BrandWorx's research team, John Iduh supported Hunting Dragons documented Spirit alcoholic route-to-market  patterns in Jos  and Abuja FCT. 


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.