Why we introduced Mamba Energy Drink into Nigerian market – Titilola
Poised to satisfy the lifestyle needs of health-conscious Nigerian consumers, Mamba Energy Drinks Ltd recently launched a new energy drink into the market. General Manager of the Company, Titilola Adedeji in this interview states the rationale for the launch of the new product in to Nigerian market. She also talks about the company’s plans to push the product and other economic issues. Excerpts.
Your company has just launched Mamba Energy Drink into the Nigerian market. What informed this decision?
As a matter of fact, the official unveiling of Mamba Energy Drink took place recently at an elaborate media parley. The exercise signaled our intention to make available to the Nigerian consumers our unique energy drink as a consumer delight. Our new energy drink is unlike competitors that are readily available in the Nigerian market as Mamba Energy Drink has been carefully and expertly formulated and exclusively too for the Nigerian and Africa consumers. Mamba is configured to align with the lifestyle choice of health-conscious consumers, because it is low on caffeine and taurine content. It is more than just the typical energy drink. It contains citric-acid, an oxidant which enhances skin regeneration, smoothness and perfection.
Why did you choose to start your market penetration in Lagos?
We believe Lagos is the nerve point of Nigeria at large, once we conquer Lagos, we will effortlessly dominate the rest of Nigeria.
With competition in the Energy drinks market, how do you intend to break through?
The quality of our product will always speak for us alongside our marketing strategy.
What is your brand’s competitive edge and USP?
MAMBA is a premium energy drink with a fine fragrant taste made specifically for the African market. Our winning formulation with reduced caffeine and taurine contents makes it suitable for all (excluding children & pregnant women)
Are you importing the products presently or have you started local manufacturing?
We are currently importing but will eventually start local manufacturing. We are passionate about growing the naira. We are hopeful that we can commence local production in the next 5 years at the latest, because we are particular about the quality of our product, we will take our time to ensure once we move production locally the quality is consistent.
What is your view on the latest increase on exercise duties of some products like alcohol, tobacco by the federal government?
It affects us, but if it will better the state of the economy assuming these tariffs are used properly, we on our part will try everything to ensure we stay competitive and consistent with our quality.
How are you going to cope with attaining desired sales in view of current consumer low purchasing power?
We work round the clock to ensure we stay affordable and readily available. Like we said Mamba is for the African market so we understand how price sensitive the market is.
What is your brand’s positioning plan?
We intend to position Mamba Energy drink in our consumers’ minds as an energy stimulant/ booster that keeps you alert all day. Our product is premium and would therefore appeal to the elite, but the best part is that its pocket friendly and therefore the mass market can also experience the brand and aspire for a premium quality lifestyle. With this formula Mamba energy drink will grow to become the go-to brand for energy drinks in Africa. We intend to achieve this through high energy, mind stimulating, fun ATL & BTL engagements for our customers, & exciting incentives for our trade partners.