The chartered institute of marketing Ghana CIMG at its 26th National Marketing performance awards with the theme, “The Future of Marketing Evolve or Die” conferred on ‘Kasapreko Alomo Sankwan’ (Alomo Bitters) as the brand activation program of the year 2014.
Alomo Sankwan has become a cliché where friends and family meet to have fun and the occasion cannot be complete without a shot of this award winning brand which has been well activated and continues to gain prominence across the nation.
In a citation delivered to Kasapreko Company limited, the Professional Marketing Body said, through the reward initiative of Kasapreko Alomo Sankwan it has gradually positioned Alomo bitters as the number one bitters in Ghana which serves as an appetizer before a good meal and has seen great patronage in the Eastern, Ashanti, Western and Greater Accra regions of Ghana.
In a bid to escalate bonding with customers, build brand loyalty and intrigue customers, the Kasapreko Alomo Sankwan program has been using music, entertainment and food to generate excitement and a brand that has become synonymous with the weekend experiences of Ghanaians.
The leading African beverage manufacturer has managed to drive the Alomo bitters brand by engaging customers at their favorite food joints accompanied by good music, guest artistes, games and giveaways to generate excitement in the bars and drive audience live on the radio.
The question is, “how should marketers respond to all these hanging trends in marketing and how does the future look like?” Today’s market evaluates the success of their marketing
initiatives by measuring performance using important business metrics and overall marketing effectiveness.
The CEO of Kasapreko, Mr. Richard Adjei, had this to say in an interview held after the CIMG awards “For Kasapreko we are trying to bond with our customers as time goes on and this award also shows that the work we are doing with our consumers is truly working. I think the consumers for Kasapreko, we would like to say thank you very much for keeping us as number one for the past ten years in the spirit arena and there are a lot of programs that we will be coming up with other than the Alomo Sankwan. There will be a lot of rewards that we are planning to give our consumers before the end of the year. We are coming up with a new brand that some of the proceeds will be sent to our charity homes to help the nation.”
“In terms of product life Kasapreko as we all know has been very solid in the spirit arena but in the next two or three months we will be coming up with our own nonalcoholic beverages in the sense there will be some soft drinks, there will be water and other herbal drinks that are not alcoholic. So any event that Kasapreko attends or any bar that is in will be able to basically target different consumers. And as we all know different consumers, everybody has different taste and that’s our main strategy to become a total beverage company and to serve all likes of people.”
The Marketing Manager, Mr. Gerald Bonsu, also had this to say, “Every region that we went to people were excited to see these activations going on especially when we went to the Eastern region. We know the Eastern region is full of bitters but people were so excited to see us; being the authentic African herbal bitters and number one in the country as a whole I would say that and they were excited because we have been consistent for the past sixteen to seventeen years.”