Fumman leverages market insight for consumer affinity

Brands, more than ever before, are making conscious efforts to align with the aspirations of consumers. This is due to among others the increase in consumer-market awareness, but more importantly brand owners are interested in creating brand loyalty that plays significant roles in profitability, market share growth and sustainable success in the marketplace.

As experts say, the brand loyalty game is a game of value and trust. Loyalty is not bought but earned. This has become imperative as consumers yearn for brands that fit their individual aspirations in life. In building loyalty, the need to create unique and compelling brand experience is one that can never be overlooked by any serious brand.

One of the locally produced brands in the beverage category that is creating more innovation to sustain its consumer loyalty is Fumman juice. The managers say that this is a function of market research.

Leveraging on consumer insight, Fumman Fruit juice brand consistently prides itself on quality and guaranteed customer satisfaction. The brand has a strong focus on consumer healthy habits and differentiates itself from the pack through its strong focus on quality and natural blend of fruit juices. The handlers believe the brand offers consumers unique product.

According to the brand owner, Fumman thrives on the platform of exciting consumers. This is one major area that the brand evolves strategies to build loyalty and deepen brand equity.

Layi Adeyemi, managing director, Fumman said in a statement recently that the brand had adopted strategies to continuously engage the consumers and meet their yearnings and aspirations. “It is the desire of Fumman to make the consumers experience the innovation, combined value and top class quality. The brand offerings are dictated by the needs of the consumers. It is the desire of consumers to have a natural feel of juice without preservatives. Our continuous insight generation have revealed that consumers want a perfect blend of juice that reflects originality and natural taste,” Adeyemi said.

He noted that the lifestyle of the consumers needs to be accorded utmost priority in delivering service. “It should be stated that our juices offer natural nutrients that give our consumers healthy lifestyle”. Adeyemi further noted that Fumman engages the consumers directly and gauge their perception on the product quality and this continuously creates huge platform to build affinity between the brand and consumers. He stated that “We set out mainly to produce Nigerian fruits”. This has buoyed our resolve to offer what the consumers desire.

Today’s consumers are dynamic and vibrant and all they want is a brand that can fit into their lifestyle and make them have worthwhile experiences. In fact consumers now want to create the brand and own the brand.

Globally, “consumers are attracted to the brands that deliver quality, creativity and excitement. It fosters both physical and emotional connection for consumers when brands create unique and compelling consistent brand experiences.

Brands remain vibrant and relevant when they focus on key consumers segments to deliver brand promise.” Naturally, consumers should know brands for the quality they offer. It has become imperative for brands to meet the expectations of today’s consumers. The consumer culture is rapidly changing and as a result brands should adopt strategies to remain relevant.

Analysts have maintained that the value perception by the customer has a direct impact on the level of loyalty to brand.

“Trust is built on experience and to a lesser degree, pedigree. There is the Core Value which looks at the functional benefit of the proposition. This is the fundamental reason for being; without which no proposition or brand exists.”

In building brand loyalty, analysts say relevant and compelling value proposition are at the heart of customer satisfaction and brand loyalty. An excellent delivery of the brand promise is also non negotiable. “In addition to meeting and exceeding customer needs in terms of core value, every moment of truth is a critical moment. Every moment of interaction with the brand and the organization by the consumer leaves a taste in the mouth of the consumer. This taste could be sweet or sour. A marketing orientated company’s job is to ensure a sweet taste is left in the mouth of the customer at every moment of truth.”