The samples are disbursed with leaflets and along with formal advertisements in the newspapers. The company also makes use of the in store marketing channel whereby the UTC PlcNigeriaplaces signboards, billboards, and banners on its store property to attract customers and update them on the new offerings and deals in the stores.
While on one hand the company is targeting affluent customers through its premium price based pricing strategy and its marketing initiates, the company maintains that its target market is the general urban and suburban population ofNigeria. However, the company has not invested in establishing a theme or a store image for its outlets. As a result the stores of the company have a general super store feel with multiple products stocked on the shelves in the various departments. The management however has been initiating a move to separate its food products and launch them in their own chain of retail stores.
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