Why Nestle` Bloon’s Market Adventure Failed

Ordinarily, one would have expected a big boost in the marketing and sales of Nestle` Bloon packaged water of the smallest size launched a couple of years ago given the fact that it was targeted at the Nigeria mass market. Market watchers even reasoned that the thick cellophane-like water was going to upstage the booming sachet water market hoping that it would ride on the crest of Nestle` equity. But long after the introduction of the said water, an unimaginable marketing budget might have gone down the drain.  Ralph Tathagata reports.

The branded water market in Nigeria is lucrative and growing fast with excellent long-term prospects.. It has been identified as one of the key beverage sectors driving growth. Some factors influencing the market include product development, packaging innovations, economic/lifestyle influences, distribution and prices among others.
Nestle` Nigeria Plc is one of the most respected multinationals given the premium brands that emanate from their stable. When the company launched a 50cl version of its Pure Life bottled water in 2008, watchers asked what was happening to a sleek and smaller brand known as Nestle` Bloon.
 Introduction of Nestle` Bloon Pure Life
When Nestle` Nigeria launched its packaged water under the brand name Nestle` Bloon in sleek 30cl cellophane (thick), market watchers applauded the innovation and strategy behind the company’s marketing effort to sweep through the length and breadth of Nigeria’s booming but not reliable sachet water market. The brand owners reportedly informed consumers that Nestle` Bloon was targeted at the loyalists of Nestle` brands who were at the lower segment and could not afford the big size of 150cl and 50cl which has more presence in some hotels like Protea and Sheraton among others. But long after this brand promise, Nigerian consumers cannot find not to talk of enjoying the market presence of the brand which was supposed to compete and possibly upstage the sachet water market.
M2 market investigation reveals that Nestle` Bloon water has been tactically withdrawn and might not have been a marketing success after all.

Why Nestle` Bloon’s Market Adventure Failed
Despite the fact that some line extensions have succeeded and may continue to succeed, many like that of Nestle` Bloon could be said to be a flash in the pan and a huge marketing joke at that.
The relatively hot weather in Nigeria makes it almost compulsory for consumers to demand drinkable brands especially water always on the go. In the same vein, this has spurred substantive investment in the introduction of handy brands by key industry players who are known for premium goods and services. Nestle` Ready-to-drink Milo in can is a testament to this market fact that players must keep in touch with the trend or forever lag behind. Unfortunately, the story is not the same with Nestle Bloon water. 
A statement from Mr. Sam Adenekan, Corporate Affairs Manager, Nestle` Nigeria suggests that Nestle` Bloon water might be a monumental marketing blunder.
“At the moment, we are trying to reformulate Nestle` Bloon water. We shall be back in the market soon,” he says.
On why the brand was withdrawn and how soon it intends coming back, Mr. Adenekan says: “Very, very soon” but did not state why Nestle` Bloon was withdrawn.
“All I can say for now is that we shall be back in the market and thanks for your keen observation,” he says.
Experts hold that no matter the height of equity any brand might be riding on, its ultimate success is contingent on the permeating influence the rider (Nestle` Bloon) could make with the ride.
“I believe Coca Cola was able to reach the nooks and crannies of our market by standing Eva water on the shoulder of coke’s dogged distribution network. I also expected Nestle` Nigeria to do the same with Nestle` Bloon water because it has the clout,” says a close source to the company who spoke on condition of anonymity because he was not authorized to speak to the press.

Perceived Lack of Strategic Distribution
To a large extent, the major players in bottled water in Nigeria e.g. Eva, Ragolis and Gossy among others invest in retail census estimates and other retail studies to ensure accurate and sustainable distribution networks. Coca Cola Nigeria Plc remained the largest player in packaged water in Nigeria in 2008. A good distribution network, widespread brand recognition, aggressive marketing and advertising and other market innovations were reported to be the driving forces behind the company’s continuing leadership. Although Eva water brand remains extremely popular and available, Coca Cola continued to ride it on the equity of its flagship brands like Coke especially in terms of distribution and availability in spite of unrelenting pressure from competitors. 
However, none of these players has dabbled into any innovation that competes with the sachet water market except Nestle` Bloon water. But where is it and why did it fail?  
Further survey also discloses that consumer demand has dwindled to a mere trickle as people only live on memories of having seen a product of such nature but can no longer see it.
If Nestle` Bloon eventually comes back, the market budget will definitely take fresh turn with because the previous one has gone down the drain.

Consumer Response
“The fact that one is not so sure of the hygienic condition under which sachet water is made in Nigeria made me think that Nestle` Nigeria wanted to give us the best offer at the time it introduced that Bloon packaged water,” says Louis Ibiam, a banker and consumer.
“When I first saw it in the market, I concluded that with the name Nestle` alone and its affordability and portability, the water was going to take over other sachet water especially in the mass market. But I don’t know why it is no longer in the market,” he adds.
“I have confidence in Nestle` and all their products. I don’t see the reason why that small fine packaged water should not be made available. I thought it was going to replace pure (sachet) water,” says Cynthia Okereke, another consumer.
“If it was made available and sold for even N20, many people would have gone for it. Imagine the way our market is flooded with many unhygienic brands of sachet water and Nestle` competing at N20, it would have be so interesting,” she reasons.
It must be recalled that Nestle` Nigeria introduced Nestle` Pure Life of 50cl in October 2008. And market watchers reason that it was replacement for Nestle` Bloon. But the brand owners’ promise of a comeback further provokes the question, ‘Where is Nestle` Bloon?’
Observers hope that this should not be another ‘Waiting for Godot.’