Mutualism in Business

BGI-Ethiopia and Ambo Mineral Water have recently come up with a first of its kind cooperation in advertisement in Ethiopia. The companies started a new style to advertise their products side by side in one sign board. This unique style of advertisement has started its function last September 2012 in Butcher’s around Piassa. The companies have also started to use joint advertisement during concerts. One such occasion was a concert at the Lafto Mall recently where Nathnael Ayalew, a young pop star, performed to a large crowd of people.

The strategy to advertise two dissimilar products of different companies originated from the consideration that people attend different places and events with diverse preferences for alcoholic and flavoured soft drink beverages. “Friends with different interest or families with various age differences can enjoy with the two beverages at a time” Esayas Hadera, Marketing Manager with BGI Ethiopia told Ethiopian Business Review.

Their joint advertisement benefits both companies as it reduces advertisement cost if they had to do it alone. That is why the companies are planning to use the advertisement in more places and events. “We are now working to place advertisements in the regional towns,” Selamawit Belay, Marketing Manager with Ambo Mineral Water said.

Some clients of the butcher’s around Piassa who saw the new advertisement have different reflections. “When I saw St, George and Ambo on the same billboard for the first time, I thought one took over the other” Kassu Dagne, 36, who was approached by Ethiopian Business Review at Bethelehem Butcher’s and Grocery, said. Kassu is a regular customer there. He said I usually have different choice. If I am having tibs (fried meat) or half a kilo of kurt (raw meat) on my way to my office, I prefer non alcoholic drinks. But in the weekends, I relax with beer.”

Marketing managers at both companies share their inspiration behind their collaboration. The companies are among the longest operating ones in the country. That is the esteem which initiated them to promote their products for mutual advantages. Through this new way of promotion, besides sharing the cost of advertisement, they are hoping to build their brand, even more. “Working with companies like BGI, which has been in existence for nearly a century and with large market coverage in its industry is a good opportunity for us to share experiences,” Selamawit said.

This innovative marketing is part of the continuing development BGI keep showing to maintain its customers happy, Esayas reflected.

BGI recently launched a new Amber beer. It is also planning to introduce new wine products.

Established in 1922, St. George Brewery is now owned by Brasery Gracery International (BGI), a company based in France. The company has three plants in Addis Ababa, Kombolcha and Hawassa. It has also Winery around Zeway.

Ambo Mineral Water, a thermo mineral spring originates in a volcanic fissure on the mountainous terrain at the spring in Ambo Senkele; 130km from Addis has been bottled and marketed since 1930. The factory had dominated the mineral water market. The factory was nationalized in 1974. An Ethiopian businessman, Tewodros Ashenafi, in partnership with South African brewery company, SABMiller bought the factory from the Ethiopian Privatization Agency in 2008.