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ADSTRAT has commenced the O2ygenation
of Polo via strategic brand projection. The firm was signed on
about a year ago based on its creative profundity and experience
in luxury brand marketing.
ADSTRAT, which currently consults for Leatherworld,
one of the highly luxurious brands in the market today, commenced
the projection of Polo after almost a year of scrutiny in the
strategic alignment document and finishing touches in the strategy
proffered, to come up with a formidable and yet subtle ad material.
ADSTRAT was commissioned to O2ygenate Polo
but never had any strategic projection until recently when it
ran full-page colour ads in major newspapers with themes such
as “Who are you?” “The happy few” and
Reward yourself”.
According to the account handler, and Senior
Consultant Business Development and Management, Eno Martins, it
was crucial to come up with the best strategy that is most suitable
to the profile of the Polo brand, hence the one year of intense
internal work after winning the account.
The John Obayuwana led Polo commenced business
in Nigeria ten years ago and over time has assumed the leading
position in the luxury-medium level watch and jewelry segment
of the market.
Polo has the exclusive agency in Nigeria of
some of the finest Swiss watch and jewelry brands such as Vacheron
Constantin, Piaget, Chopard, Baume and Mercier, Longine, Montblanc,
Rado, Technomarine and Balmain
It will be recalled that the watch market in
Nigeria is unstructured. Estimated at about 55 million units,
the market remains an-all-comer’s one. It is dominated by
inferior low-end watches imported daily mainly from Asia. However,
a few individuals and corporate bodies hold agencies for some
of the world’s luxury brands.
It is imperative to note that with the exception
of Polo Limited showrooms, structured infrastructures to distribute
watches remains very scanty. There is however, an emerging viable
market made up of middle level, upwardly mobile young professionals.
This group has the capacity to buy good watches but cannot be
served in the all comers outlet. Class-consciousness, time constrains
and the fear of buying substandard watches put them off.
In order to beat the challenges and making
the Polo brand available to the select few, Polo has employed
the services of ADSTRAT. ADSTRAT’s brief is to develop,
manage and project the Polo brand taking into cognizance its personality
as highly expensive.
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