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Experts Laud Effectiveness of Chivita 100% Breakfast Campaign



  • Experts Laud Effectiveness of Chivita 100% Breakfast Campaign

The ongoing #BreakfastwithChivita100% campaign which has trended for months on influential social media platforms is a pointer that it is important to prepare a good communication campaign.

The campaign has also enjoyed positioning on strategic out of home platforms, as well as a blitz of television advertisement on terrestrial and satellite channels. However, it is fundamental to know how to distribute it for effectiveness, some experts have said.

With its key message of making breakfast complete with Chivita 100% Fruit Juice gaining traction, the brand has through effective communication endeared itself to consumers by offering a highly attractive value proposition. Its partnership with Manchester United and deployment of some of the club’s internationally renowned stars like Wayne Rooney, Marcus Rashford, Eric Bailly and Juan Mata in the television advertisement to project the brand’s breakfast narrative is seen as a masterstroke through its showcasing of some of the best players in football making healthy and complete breakfast choices.

According to Ikem Onyeka, a Brand Consultant with Wingplus Communication, a communication campaign succeeds when the brand owner is able to persuade consumers that the brand has benefits that they want or need; hence, it is not every time a brand achieves the objective of exciting the consumer in ways that ignite conversation.

“The Chivita 100% breakfast campaign has ticked all the boxes for a good communication campaign. Firstly, the brand puts forward an appealing and beneficial value proposition, and essentially enriched our idea of a healthy complete breakfast,” Onyeka said.

“Secondly, it is effectively marketing its breakfast narrative with deployment via primetime television and radio advertisement, banner adverts on influential online websites, social media promotions, strategic billboard placements and reviews in national print publications. Thirdly, these efforts have generated renewed consumer interest, conversations around a complete healthy breakfast like never before”

Biodun Balogun, a health nutrition expert said, “As a nutritionist, my job involves offering dietary advices to people. In recent times, I have seen a noticeable trend in enquiries around the benefits of 100% fruit juice for breakfast. Many of my clients attribute their enquiries to the Chivita 100% breakfast communication campaign, which shows that the brand is doing a good job of owning the breakfast narrative.”

“It is a good sign that more people are becoming conscious of what they consume and seeking complete breakfast beverage choices that offers great taste, quality nutrition and a healthy alternative like Chivita 100%,” Balogun added.

Speaking on the effectiveness of the Chivita 100% breakfast Campaign, CHI Limited’s Head of Marketing, Mr. Probal Bhattacharya said, “Of importance to our robust communication campaign is the need to engage consumers through effective platforms and offer a value proposition that is in tandem with their needs.”

“We have done this in an efficient way, and our indicators of success is the increased awareness and growing consumer trend of making Chivita 100% the preferred beverage for their varied complete breakfast diets at homes, schools, offices and restaurants across the country.”

Made from real natural fruits with no added sugar, no artificial colours and no preservatives, Chivita 100% offers the range of nutrition whole fruits offer. It is available in six variants of Real Orange, Real Apple, Real Pineapple, Red Grape, Orange Pineapple & Orange Mango, and come in 1ltr, 315ml, 200ml and 180ml pack sizes.

CEO/Founder Investors King Ltd, a foreign exchange research analyst, contributing author on New York-based Talk Markets and, with over a decade experience in the global financial markets.

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Egbin Decries N388B NBET Debt, Idle Capacity



Egbin-Power-Plant - Investors King

Egbin Power Plc, the biggest power station in Nigeria, has said it is owed N388bn by the Nigerian Bulk Electricity Trading Plc for electricity generated and fed into the national grid.

The company disclosed this on Tuesday during an oversight visit by the Senate Committee on Privatisation, led by its Chairman, Senator Theodore Orji, to the power station, located in Ikorodu, Lagos.

The government-owned NBET buys electricity in bulk from generation companies through Power Purchase Agreements and sells it to the distribution companies, which then supply it to the consumers.

The Group Managing Director, Sahara Power Group, Mr. Kola Adesina, told the lawmakers that the total amount owed to Egbin by NBET included money for actual energy wheeled out, interest for late payments and available capacity payments.

Egbin is one of the operating entities of Sahara Power Group, which is an affiliate of Sahara Group. The plant has an installed capacity of 1,320MW consisting of six turbines of 220 megawatts each.

The company said from 2020 till date, the plant had been unable to utilize 175MW of its available capacity due to gas and transmission constraints.

Adesina said, “At the time when we took over this asset, we were generating averagely 400MW of electricity; today, we are averaging about 800MW. At a point in time, we went as high as 1,100MW. Invariably, this is an asset of strategic importance to Nigeria.

“The plant needs to be nurtured and maintained. If you don’t give this plant gas, there won’t be electricity. Gas is not within our control.

“Our availability is limited to the regularity of gas that we receive. The more irregular the gas supply, the less likely there will be electricity.”

He noted that if the power generated at the station was not evacuated by the Transmission Company of Nigeria, it would be useless.

Adesina said, “Unfortunately, as of today, technology has not allowed the power of this size to be stored; so, we can’t keep it anywhere.

“So, invariably, we will have to switch off the plant, and when we switch off the plant, we have to pay our workers irrespective of whether there is gas or transmission.

“Sadly, the plant is aging. So, this plant requires more nurturing and maintenance for it to remain readily available for Nigerians.

“Now, where you have exchange rate move from N157/$1 during acquisition in 2013 to N502-N505/$1 in 2021, and the revenue profile is not in any way commensurate to that significant change, then we have a very serious problem.”

He said at the meeting of the Association of Power Generation Companies on Monday, members raised concern about the debts owed to them.

He added, “All the owners were there, and the concern that was expressed was that this money that is being owed, when are we going to get paid?

“The longer it takes us to be paid, the more detrimental to the health and wellbeing our machines and more importantly, to our staff.”

Adesina lamented that the country’s power generation had been hovering around 4,000MW in recent years.

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Crude Oil

Oil Rises on U.S. Fuel Drawdowns Despite Surging Coronavirus Cases



U.S. Crude Oil - Investors King

Oil prices climbed on Wednesday after industry data showed U.S. crude and product inventories fell more sharply than expected last week, reinforcing expectations that demand will outstrip supply growth even amid a surge in Covid-19 cases.

U.S. West Texas Intermediate (WTI) crude futures rose 48 cents, or 0.7%, to $72.13 a barrel, reversing Tuesday’s 0.4% decline.

Brent crude futures rose 34 cents, or 0.5%, to $74.82 a barrel, after shedding 2 cents on Tuesday in the first decline in six days.

Data from the American Petroleum Institute industry group showed U.S. crude stocks fell by 4.7 million barrels for the week ended July 23, gasoline inventories dropped by 6.2 million barrels and distillate stocks were down 1.9 million barrels, according to two market sources, who spoke on condition of anonymity.

That compared with analysts’ expectations for a 2.9 million fall in crude stocks, following a surprise rise in crude inventories the previous week in what was the first increase since May.

Traders are awaiting data from the U.S. Energy Information Administration (EIA) on Wednesday to confirm the drop in stocks.

“Most energy traders were unfazed by last week’s build, so expectations should be high for the EIA crude oil inventory data to confirm inventories resumed their declining trend,” OANDA analyst Edward Moya said in a research note.

On gasoline stocks, analysts had expected a 900,000 barrel decline drop in the week to July 23.

“The U.S. is still in peak driving season and everyone is trying to make the most of this summer,” Moya said.

Fuel demand expectations are undented by soaring cases of the highly infectious delta variant of the coronavirus in the United States, where the seven-day average for new cases has risen to 57,126. That is about a quarter of the pandemic peak.

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Crude Oil

Oil Price Rises To $74.70 Despite Delta Variant



Oil prices - Investors King

Oil price inched higher on Tuesday despite the fast spreading COVID-19 Delta variant. Brent crude oil, against which Nigerian oil is priced gained, $0.20 or 0.27 percent to $74.70 per barrel on Tuesday at 12:05 am Nigerian time.

Delta variant is spreading in China, the world’s largest importer of crude oil, forcing crude oil investors to start cutting down on their oil demand projections.

The Delta variant is still spreading and China has started to clamp down on teapots, so their import growth would not be that much,” said Avtar Sandu, a senior commodities manager at Singapore’s Phillips Futures, referring to independent refiners.

Strong U.S. demand and expectations of tight supplies have helped crude oil to recover from a 7 percent slump recorded last Monday to mark their first gains in two to three weeks last week.

Global oil markets are expected to remain in deficit despite a decision by the Organization of the Petroleum Exporting Countries (OPEC) and allies, collectively known as OPEC+, to raise production through the rest of the year.

There is seemingly a battle within the energy complex between the prevailing supply deficit engineered by OPEC+ and the threat of the COVID-19 Delta variant in regions with low vaccination rates,” said StoneX analyst Kevin Solomon.

The slow take-up of vaccinations will continue to limit some upside in oil demand in those regions, and there will be intermittent spells in the recovery in the coming months.

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