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at residential quarters or beside streets. Flyers were given to the kiosk owners to paste and sales teams were encouraged to develop relationships with the retailers. The company also promoted targeted adverts to young kids who may have not developed brand loyalty to the older bands. To develop new
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milk. However, sales generated by the firm's 400 gram powdered milk was not encouraging. To compete with the other milk brands, the firm imported larger packages of milk which are then sold to wholesalers who then scoop the milk from the larger package into smaller polythene bags for resale. This
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The first product introduced to the market by
Promasidor then trading under Wonder Foods is Cowbell milk which now stands at its flagship product. It was followed by Loya milk introduced to the market in 2004 and then re-packaged in 2010 and lastly, Miksi. Cowbell is the main revenue driver for
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sales and distribution method did get some traction. Thereafter, Cowbell decided to import smaller sachets of milk to target middle and low income earners. This selling strategy increased the firm's revenue. Thereafter, the firm diversified into other sectors such as chocolate drinks,
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company headquartered in Isolo, Lagos. It is a subsidiary of South Africa based
Promasidor Holdings. The firm's major brands include Cowbell milk, Loya milk, Sunvita cereal, Onga seasoning and Top Tea beverages. The firm introduced the sale of powdered milk in
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In 2004, the firm introduced Onga powdered seasoning produced in four variations of crayfish, chicken, stew and classic. It was the first powdered seasoning produced in
Nigeria. In 2010, the firm launched Onga seasoning cubes.
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The firm also produces cocoa beverages: Cowbell chocolate milk, Miksi chocolate, Amila soft drink, Proma Cafe coffee and Twisco delicious chocolate drinks. These brands compete with
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in March 1993 under the business name of Wonder Foods. Cowbell milk was the first product introduced to the country and it was initially sold at a size similar to the market leader,
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The firm also has a history of sponsoring education and youth events such as a yearly math competition began in late 1990s. It also sponsors a yearly mathematics
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Promasidor in the powdered milk market sector, in June 2010, the brand held close to 24% share in market volume, tripling the volume of the Miksi.
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Bournvita. Cowbell chocolate was introduced to the market in 2000 and in 2011, it was among the top three cocoa beverage drinks in the country.
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This Day. (February 5, 2003 Wednesday). Nigeria; Wonder Foods
Changes Name to Promasidor. Africa News. Retrieved from Nexis Uni.
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In 2003, the firm changed its business name from Wonder Foods to
Promasidor to promote uniformity across the group.
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strategies, it encouraged its marketing team to wear company uniforms and to reach out to retailers selling from
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248:"IFC Supports Expansion of Leading Fortified Food Company Promasidor Nigeria Limited with $ 25 Million Loan"
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markets for bulkier purchases, the firm went to bakeries, confectioneries and yogurt manufacturers.
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260:(August 2017). Drinking Milk Products in Nigeria. Euromonitor International Sector Capsules.
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and seasonings. In 2010, it recorded an annual turnover of $ 300 million.
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The firm introduced Top Tea with round tea bags in April 1998.
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In the early years of trading in
Nigeria Promasidor used
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Kill or get killed : the marketing killer instinct
367:"Promasidor Launches Onga Cubes Into Seasoning Market"
352:"Promasidor launches Onga Cubes into seasoning market"
307:"CSL Conference September 2011: Quality Food Products"
131:The firm is a leading producer of milk in Nigeria.
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139:Promasidor Nigeria Limited began operations in
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420:Nigerian subsidiaries of foreign companies
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128:which was later followed by competitors.
386:"Promasidor restates commitment to STEM"
16:Nigerian consumer packaged goods company
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415:Manufacturing companies based in Lagos
7:
410:Food and drink companies of Nigeria
365:Ogunwale, Kayode (March 23, 2014).
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164:Powdered milk and cocoa beverages
384:Belo-Osagie (17 January 2019).
1:
425:Companies established in 1993
48:Wonder Foods Nigeria Limited
58:; 31 years ago
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273:Oyeyemi, Kolawole (2014).
117:Promasidor Nigeria Limited
20:Promasidor Nigeria Limited
121:consumer packaged goods
39:Consumer packaged goods
277:. Dallas: TP House.
371:Daily Trust (Abuja)
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390:The Nation Nigeria
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323:on 2019-01-21
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100:Cowbell, Onga
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325:. Retrieved
318:the original
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305:Promasidor.
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227:Cowbellpedia
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80:Headquarters
25:Company type
75:Robert Rose
45:Predecessor
404:Categories
327:20 January
234:References
110:Promasidor
67:in Nigeria
222:quiz show
204:Marketing
187:Seasoning
181:Cadbury's
174:Nestle's
97:Products
35:Industry
141:Nigeria
135:History
126:sachets
91:Nigeria
84:Isolo,
72:Founder
61: (
53:Founded
29:Private
281:
159:Brands
106:Parent
321:(PDF)
310:(PDF)
214:kiosk
119:is a
86:Lagos
329:2019
279:ISBN
179:and
177:Milo
145:Peak
63:1993
56:1993
196:Tea
150:tea
406::
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293:^
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65:)
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