The Influence of Brand Positioning on Sale of Amstel Malt in Victoria Island, Lagos.
October 2014 CHAPTER ONE
1.1 BACKGROUND OF THE STUDY
By virtue of Nigeria’s population of an estimated 150 million citizens, Nigeria is an attractive market to investors resulting from the size of her market. The beverage market is a thriving industry in Nigeria, with numerous brands of alcoholic and non-alcoholic beverages all fighting for market share. Malt drinks are non-alcoholic beverages made from barley and flavored with hops (similar with beer), they follow the same brewing process as beer, but the fermentation period is significantly shortened from about 14 days to 2 days. This removes the alcoholic content; Malt drinks are also called non-alcoholic beer.
Globally, the market for non-alcoholic beer (malt drinks) is significantly smaller than that of alcoholic beers, its market is steadily growing with global consumption of non-alcoholic beer increasing yearly. Though the Middle East currently has the largest market for non-alcoholic beer, the Nigerian market deserves some recognition.
Presently, Nigeria has numerous brands of malt drinks with the most popular brands being Hi Malt, Malta Guinness, Grand Malt, Maltina and Amstel Malta (Obuzor & Ajaezi, 2010). The battle among these brands for market share is fierce, with the different brands applying different marketing strategies