Peak @ 50: X-ray of A Long-standing Milk Brand
On Tuesday September 14, 2004, the Peak milk brand flagged three months of a reward promotional campaign to celebrate 50 years of presence in Nigeria. How well has the brand fared in the last 50 years ? With what impact? What is the essence of the campaign? Tunmise Adekunle writes
Brands are defined by their various attributes, sustainability of such attributes and dynamism even in the face of competition. Based on this platform, how can one measure brand Peak Milk at 50? What makes the brand assume the brand of generations? Has the brand really lived up to its promises? What are the communication platforms? How effective have they? What are the strength of the Peak milk brand?
Over the last 50 years, Peak has dominated the Nigerian Milk Market through the provision of high quality dairy nutrition to Nigerian consumers. This landmark is being celebrated in a grand style with the celebration which commenced with a top class consumer promotion tagged "Peak Celebration Promotion". This promotion which commenced nationwide on Tuesday, 14th September to run for three months is from all available indices, a big one .
The primary objective of the promotion is to celebrate Peak's 50th birthday with loyal consumers with an offer of 50 million Naira to 50 lucky winners. Also up for grabs are 600,000 fantastic instant prizes. What is the format and what are all these largesse?
The promotion is a buy, scratch and win and is built around 50 Peak golden moments of Nigerian football. There are 50 different cards depicting 50 golden moments of Nigerian football. The 50 moments are pictorially depicted at the back of a full coloured playing card. The playing card also doubles as a scratch card. To enter for this unique promotion, consumers are required to bring the under listed Peak packaging to the nearest redemption center 3 labels of Peak evaporated Milk or 3 labels of 41kg Peak evaporated Milk or 6 sachets of Peak Instant Milk Powder portion packs (259) or 1 sachet or tin lid of any other Peak Instant Milk Powder (4009, 900g, 25009).
Consumer will pick a scratch/playing card and keep the playing card side. In addition, consumers will win whatever is revealed under the scratch. The 50th golden moment card will win the consumer a raffle ticket which automatically enters the consumer for the two stages of the Peak Millionaire Raffle draw.
The first level draw is regional in Lagos, Ibadan, Aba, Kano and Jos. Peak Celebration Promotion is a 'must participate' for consumers. Apart from 50 million Naira cash offer, there are over 600,000 fantastic prizes to be won at redemption centers. These include T- shirts, Caps, Travel bags, Super Eagles Jerseys, Denim Shirts, Towels, Playing cards' Soccer balls, Biros and Notebooks. Consumers find redemption centers in all Mobil filling stations, WAMCO offices and other strategic locations nationwide.
50 lucky consumers will emerge in each of the 5 regional draws. All 250 regional winners will attend an all expenses paid Peak 50th anniversary gala dinner in Lagos where 50 consumers will win one million Naira each in a raffle draw.
The Peak anniversary gala dinner will thus become the first in the history of consumer promotions in Nigeria where 50 millionaires will emerge in one sitting under one roof.
What an amazing promotions estimated at about N500 million ! What are the brand's strongest weapons or platforms so far?
The strongest platforms of the brand lies in its history, various advertising campaigns, social responsibility, brand leveraging and a strong corporate name, WAMCO.
After importing peak milk from Holland for over (40) years, West Africa Milk (Nigeria) Plc (WAMCO) began local production in August, 1975. WAMCO was established and incorporated on the 17th of April, 1973 as a private limited liability company for the manufacture, processing, packing and distribution of various milk products in Nigeria.
Initially, sixty percent shares were owned by Nigerian investors, while forty per cent belonged to Friesland Coberco Dairy Foods, Holland (FCDF), WAMCO's parent company. The shareholding structure later changed in with FCDF, owning 51% and the Nigerian shareholders, 49%. Over the years, WAMCO has remained the only manufacturer of evaporated milk in Nigeria.
The strength of FCDF on the Peak Milk brand makes a very strong brand property, being one of the top five dairy companies in the world that develops, produces and sells a wide range of dairy products and dairy based products for the consumer market, professional users and food manufacturers. Many of its products which include cheese, milk powder, condensed and ready-to-drink milk, coffee enriches, whey derivates, baby and children's foods and butter are sold through more than 70 locations worldwide.
Friesland Coberco Dairy Foods is active in Europe, Africa, south America, the Middle East and South East Asia. The company's activities are carried out by eight operating companies and a number of corporate departments.
Within Western Europe, the operating companies are organized according to product group and are responsible for their own development, production and sales operations. Activities outside Western Europe are combined in a single operating company, Friesland International. Friesland Coberco Dairy Foods has 12,000 employees of whom 6,400 are employed outside the Netherlands. What a unique leverage for the Peak Milk brand !
What other endorsements? To ensure consistency of high quality dairy products from WAMCO, Friesland provides strong support in the form of technology transfer and technical assistance. Products are produced under high stringent quality control standards and are also upheld by means of modern management techniques and quality assurance systems used by WAMCO.
To this end, WAMCO, through brand Peak Milk became the first manufacturing company to be certified with the ISO 9002 in September, 1997 by the Lloyds register quality assurance limited. THISDAY checks revealed that there is however one element of consistency within the WAMCO range of products quality that is never compromised as all products undergo an intensive quality control tests before they are released into the market, thus guaranteeing the highest standards of nutrition. In addition, Peak Milk has been endorsed by the Nutrition Society of Nigeria, the highest professional body for nutrition in Nigeria.
What of research and product development? WAMCO's Peak milk among has extensive research and development resources which are supported as required by parent company, Friesland Coberco Dairy Foods of the Netherlands. As a result of which WAMCO's profile has continued to grow over the years increasingly strengthening the quality control measures and the quality of our products and services. Existing processing techniques are being improved and new concepts are created for the future. WAMCO strives hard to meet the challenge posed by development of new products and has been successful so far as new products are being developed on a continuous basis in line with consumers needs.
What of modern processing equipment? In WAMCO, the most advanced milk processing equipment available is used to maintain the highest standards in the manufacture of brands like Peak Milk. Also every stage of the production chain is being monitored effectively by professionals who are highly dedicated to their job, a basis for continuing success.
The Peak Milk brand has also benefited from extensive product range, brand extension.
WAMCO produce, package and market a diverse range of long popular brand names such as the Peak range which include the full cream milk powder, sweetened condensed milk, evaporated milk. The Peak brand has been broken down into two categories such as filled evaporated milk and filled powdered milk. These are in various packages and sizes. These come in various packaging carefully tailored to suit consumers need. Since Peak evaporated milk production began in 1975, Peak instant powdered milk imported from FCDF over 49 years ago in various sizes and packages, Peak milk and chocolate was launched January, 2001, Peak 1 2 3 Growing Up Milk was launched February, 2002 Peak sweetened condensed milk condensed milk have also been introduced as brand extensions. Not forgetting the introduction of another popular brand, Three Crowns, a response to import substitution of locally sourced vegetable fat for animal fat in its manufacture.
Response to competition of the Peak brand has been very swift. At a time when sachets milk became a fad due to economic down turn in Nigeria, a brand took advantage of the lead gap to win this emerging consumers with milk that was very affordable. Peak Milk response, though a bit slow was efficient , coming with its own, not just affordable, but qualitative sachet. It did not take too long for the Peak Milk brand to penetrate the down- trodden or people with less Naira power market.
What of distribution network? In order to ensure an effective nationwide distribution of the Peak brand , WAMCO established two major depots in Aba and Kano in 1992. In furtherance to the above, more satellite depots have been established in major cities all over Nigeria, such as Ibadan, Ilorin, Benin city and Onitsha, Calabar, Makurdi, Jos, Maiduguri and Sokoto, Abuja, Minna, Abeokuta, Osogbo.
The Peak brand are brought closer to consumers through the above network since distributors are able to collect products from the nearest stock point to them. As a result of the co-operation existing between WAMCO and her distributions, numerous Peak milk brands are sold in over 90% of outlets in Nigeria and are readily available.
The demand for the Peak Milk brand was growing bigger. In order to find a lasting solution to the problems of inability to load more than two trailers at a time and over stretching the capacity of the warehouse, the brand managers, WAMCO embarked upon the construction of an European standard loading bay and attached a modern warehouse of 9,000 square meters which is about 3250 square meters than the former warehouse. Major improvements include an excellent racking and palletising system for stacking finished goods, 1,344 pallet places available in these racks which are 4 levels high and 7 pallets deep. These resulted in loading ten (10) trailers at the same time which means 13,000 cartons of milk. This has greatly helped to increase business and enabled to serve distributors more efficiently as they henceforth get prompt deliveries of products from all 19 depots nationwide.
Human resources and training policy of WAMCO has also contributed to the success of the Peak Milk brand. WAMCO's staff strength currently stands at over 700 dedicated personnel. The company has an enviably low staff turnover and enjoys industrial harmony because the company is totally committed to the welfare and general well-being of her staff. Employees are kept fully informed regarding the company's performance and progress and also seek their views whenever practicable on matters which directly affect them as employees.
The vital role human resources play in the success of WAMCO cannot be under-estimated. For this reason, a continuous formal and informal training of staff both locally and abroad from time to time has been part of the annual calendar. The company's expanding skills base are as a result of the range of training provided and has increased opportunities for career development within the organisation. This obviously impacted on Peak Milk positioning.
WAMCO` s Peak is from all indications, not only about quality milk products on the tables of Nigerians, but has often extended the milk of human kindness to the needy and especially its neighboring communities. As a result, the Company with the Peak brand support many worthy projects nationwide.
The Samaritan project of Peak has been extended to Lagos old peoples home, Yaba; Hope Worldwide, Surulere ; Oluyole Cheshire Home, Ibadan; Franciscan Sisters of the Immaculate, Lagos; Madonna Motherless Babies Home, Okpanam; Bertsda Clinic and Orphanage, Ikachi; Our Ladies Hospital and Orphanage, Zawan, Plateau State; Family Care Organisation, Abuja; Bert Torey home for the mentally handicapped, Zaria; Motherless Babies Home, Uzuakoli; The Marian Village, Nsukka; Motherless Babies Home, Aba ; And University of Ibadan Endowment Fund to mention a few.
Peak Milk also supported the Nigeria Football Association with USD200,000.00 in support of the Super Eagles for year 2003.
What of various promotional/advertising activities? Peak has continue to introduce exciting promotions that have ultimately benefit its loyal consumers nationwide.
Peak is sponsoring the Peak Mom of the year Competition for the fourth consecutive year. This event is an exciting competition with the objectives of further strengthening the bond between mothers and Peak Milk and also to encourage academic competition amongst school children. Over 600,000 essays on 'why my mom is the best mom in the world' were received from school children between the ages of 9 - 13 years in 1500 junior secondary schools. Essays were marked by lecturers from higher institutions of higher learning and the three winners who emerged in each region received prizes such as Casio Key Board, Sony CD player and Sony Discman depending on the prizes for the year. The first prize winners in the five regions and their mothers are invited to Lagos to participate at the grand finale competition that is run on national television. The winner of the Peak Mom of the Year emerged after several interactive games and competitions between mother and child. It was fun all the way as several fantastic prizes were won by all participating mothers. Past winners include: Mrs Eunice Hundeyin, Mrs. Georgina Dike and Mrs. Martina Onyemachi
WAMCO's Peak All Stars Promotion ran last year as a wave making campaign where numerous consumers won lots of fantastic medals and prizes. The objective of the promotion is to reward numerous loyal consumers who over the years have stayed with the favourite milk brand in Nigeria 'Peak'. At the end of the promo, five (5) lucky winners went home with a brand new Honda Civic Saloon Car apiece.
Free Peak Milk and Chocolate for 65,000 School Children in Lagos State was also held on February 10 2003, in line with WAMCO's new initiative to fully focus on the youth and education as part of her social responsibility. The programme was tagged 'Peak School Milk'. Peak School Milk Programme, a nutrition programme commenced with a Press Conference held at WAMCO's premises to inform external publics that Sixty-five Thousand Primary One Pupils in all 932 primary schools in Lagos State received 2.6 million litres of free Peak Milk & Chocolate drinks for a duration of 20 weeks on a six-weekly basis representing the remaining part of that academic session.
WAMCO's managing director, Mr. Theo Spierings said that the main objective for sponsoring the Peak School Milk Programme is to improve the diet of the average Nigerian Child and ensure that they get adequate nutrition thereby enhancing their mental alertness to enable them acquire the ability to compete in the age of knowledge.
That the Lagos State Commissioner for Health, Dr Leke Pitan was on hand to receive the first consignment of the donation of cartons of Peak Milk & Chocolate says lot about an authority endorsement. He commended WAMCO for being a good corporate citizen sensitive to yearnings of the society. To further strengthen this philosophy, two health managers appointed by the Lagos State Ministry of Health have been trained to monitor the distribution of milk to the children in each of these schools.
One of Peak`s greatest promotions is the brand leveraging on Nigeria's international star, Nwakwo Kanu. This has been reflected on Peak's advertising lately. The philosophy is not far from the role model posture of Kanu to the Peak Milk loyalists. The television commercial has Kanu grown as an ambitious kid to an adult superstar, still a Peak Milk loyalist. This depict what Peak stands for as a brand that has positively been of success stories of all and through generations.
The history of Kanu as a talented and skillful player, with repertoire of goals and tricks is vast and has brought him success at club level, including Dutch championship medals, a Champions League winners medal and as the Nigerian Dream Team captain that won an Olympic Gold medal in 1996 after recovering from a life-threatening heart ailment says lot about a personality that gone through real road to stardom. Inspired by his miraculous recovery from the heart ailment that almost ruined him, he launched the Kanu Heart Foundatoin in 2000 to contribute towards the eradication and alleviation of heart related problems The former Highhury hero is on a mission to help heart sufferers , not just in his home and Nigeria, but throughout the entire African continent. These attributes and more endear him to a average mother and child jointly.
Demographically, geographically and generational, all the persons that volunteered to talk to THISDAY on the Peak milk brand agree that the brand has been with them, or at least in their sub-conscious as a synonym of quality milk brand for ages. They also believe that it is a brand for generations yet un-born.
Amidst stiff competition in a fast-growing market, WAMCO,s Peak Milk has established herself as the clear leader in Nigerian dairy product market. Her comprehensive products together with unmatched unique quality of products and service remain the source of strength in the ever-changing market.
Strong brand loyalty has been one of Peak's strong points, as products enjoy excellent consumer acceptance. Awareness has been created through effective advertisement and marketing campaigns.
One thing that cannot be easily swept under the carpet on the Peak Milk success story is the calibre of advertising agencies that have been on the account. Insight was on the account for a long time. Young and Rubicam was also there. So also is Chris Parkes Marketing Solutions (CPMS) that is presently working on the brand.
The brand has also been very media friendly, ahead of competition, hence the little or no negative press in 50 years of existence in Nigeria
WAMCO through Peak milk has further improve the quality of products and services offered by the company to both internal and external customers with a view to maintaining position as the largest and most successful company in the Nigerian and perhaps even west African dairy industry. As a pacesetter, WAMCO could be seen as poised to maintaining its peak position as the nation's largest milk producer.
In the coming years, Peak is from all available indices set for continued reinforcement of its leadership position as the number one milk through sustenance of its quality image and ready availability in all retail outlets throughout Nigeria.
WAMCO is set from January 2005, to adopt a new name, Royal Friesland Foods .This new development according to Chris Vermulen is aimed at adopting a globally uniform name for WAMCO which belongs to the Friesland group. This he said will not affect the name of any of the brands in the group like Peak Milk among others . Of course, a wise decision for the brand name, Peak!
"From Generation to Generation, Peak Has Always Been There...Peak! Peak At Its Peak! Always Been There For You. Peak! Peak At Its Peak! Always Been There For You. That's Peak! That's Peak!"
That is the most recent brand song that says it all. It captures the real essence of the Peak Milk brand.
Happy golden anniversary to the "Peak" of all milk brands!
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