Customer: Adaminna Farms
Category: New Products / Brand Architecture
Date: 10 July, 2017
Tags: Marketing, Business model
Adaminna Farms Ltd is an agribusiness organisation registered in Nigeria for the purpose of farming, food processing and consultancy. The company owns a number of medium sized farms in the Niger State, Nigeria. Adaminna Farms is one of the leading exporters of the high quality agricultural products ranging from Maize, Rice, Beans, Yam flour, Pepper and much more from Nigeria to other West African countries and beyond.
The company Adaminna Farms Ltd sought to create a disruptive new brand to change the way consumers think about Agriculture farm products manufactured and packages locally. Natavi was asked to position and name the new brand on an extremely tight deadline, design and develop operations model, marketing strategy (Entry strategy), Client management, Financial model, Brand Architecture & Management, Packaging etc
What We Did
We quickly identified the core drivers for the new products to be availability and affordability. After trying the products, we were confident that the new products would exceed consumer expectations. We recommended naming the products “Adaminna” being a branded house approach. Adaminna became more than a name; it is a commitment to continuously exceed customer expectations for quality and affordability to households. We were asked to evaluate the implications of the business strategy on similar brand architecture. In others, we develop a brand new strategic framework where none previously existed. In all cases, our approach to brand architecture assignments is straightforward and rigorous.
• We work with Adaminna to understand their business and goals, and to hear them express the brand architecture challenges they face and the anticipated ones.
• We develop all existing brands and brand expressions to understand and identify opportunities for creating coherence.
• We develop guidelines for governing the chosen strategy, complete with decision tools for retaining coherence as the organization grows and evolves.
What We Did
The launch of Adaminna products was a tremendous success, with positive press coverage and a great deal of buzz. Everyone who tried the products, including industry experts, Agriculturists, and potential partners, agreed that it surpassed all expectations for a local products.
By the end of 2025, Adaminna will become an alternative to imported agricultural products available to consumers throughout West African nations.