…Manufacturers’ divide consumers along product line
By Princewill Ekwujuru
Manufacturers’ of Pasta are now positioning their products by paying attention to product repackaging and availability. Pasta are made from an unleavened dough of a durum wheat flour.
Brands produced along this line of marketing elements are not relenting on their various positions, making price differentials insignificant in the race for top position in the control of market share.
Also multiplicity of product sizes across brands is a move that has bridged affordability gap between the rich and poor consumers, heightening battle for supremacy in the market.
These elements have however pitched manufacturers’ against each other, thereby forcing them to scramble for space in the pasta market.
The manufacturers’ have also embarked on promotional drive based on repackaging and availability to enhance consumer attention and acceptance.
These developments, however have heightened competition among major brands such as Dangote Spaghetti /Macaroni, manufactured by Dangote Group, Honeywell Spaghetti / Macaroni, produced by Honeywell Nigeria Plc, Power Spaghetti from Pure Flour Mills Limited, Golden Penny Spaghetti / Macaroni, manufactured by Golden Penny Foods, Crown Spaghetti / Macaroni, produced by Crown Flour Mills and Bua Spaghetti / Macaroni from Bua Group.
Others are Barilla and Mueller, all foreign brands that have helped to increase competition in the market.
Vanguard Companies and Markets,(C&M) findings show that of these brands contenders for top position have been reduced to six. Three of these brands have assumed top of the mind position in the market.
Findings by C&M reveal that attractive packaging and availability mechanisms deployed by these manufacturers’ is skewed towards retaining existing and recruiting prospective consumers.
C&M also found out that rising demand for these products is occasioned by the boom in population.
C&M observed that it appears that the pasta market has entered ustre competition with retailers breaking down the products into units to a level where consumers buy a unit tied in nylon for N50.00, while a pack of spaghetti or macaroni sells for between N170 to N200 in the market.
The consumers’ have diverse opinion on why they have their preferences for the brands. Some of the consumers were of the view that some of the brands both in Spaghetti and Macaroni products come out sticky when boiled. While some require drops of groundnut oil to keep themstanding separate in the potwhen boiled, while some donot.
A consumer, Mrs. Deborah Nweke, says Dangote spaghetti and macaroni are her favourite, that she boils them for her children’s school lunch meal, even for Sunday meals, “where Dangote spaghetti or macaroni is not available I go for Power spaghetti.”
Another consumer, Mr. Patrick, who runs a restaurant at Igbo-eleri, along Lagos- Badagry expressway, said he uses Power spaghetti and Crown spaghetti inter-changeably, but stated he has never witnessed any sticky brand in his five years of operation.
He noted that customers are not eating much of macaroni, but spaghetti, the reason he adduced to the fact that consumers enjoyed its slipper nature. A distributor, Ifeanyi Nkwocha, Managing Director, Ide Ventures, who has his shop at old Ojo road. Dangote, Crown, Golden Penny are doing well from his sales book.
Abayomi Oluwo, a sub-distributor and Managing Director of Igba Enterprises, located at Olodi- Apapa road, confirmed to C&M that all six brands are performing well in the market.