FROM ALABUNKUN TO ADVERTISING: LESSONS IN STRATEGIC POSITIONING

As a young child, I quickly noticed that I had a sharp memory, especially for catchy songs and memorable events. I used to sing along to the “Mama You Do Good o” jingle from my favorite Indomie noodle ad, as well as other radio and TV jingles I fancied.

However, I also observed that my dad's go-to remedy, Alabunkun, wasn’t advertised like other drugs. Naturally, I was curious and asked him how he got to discover the drug despite it not being on the media. He took the time to explain the story behind it to me. He told me how the century-old drug went viral in 1918, just four years after the amalgamation of Nigeria. It was a time when Western medicine was harder to come by, and people relied more on herbal concoctions and traditional remedies. Then came a man named Jacob Odulate, also known as Blessed Jacob, who created a medicine that could treat ailments like fever, cold, and headaches with just one gulp, and voila, you are healed. It was not only effective but also more affordable and accessible than other options available at the time, with a basic knowledge of pharmacy from his mentor, Blessed Jacob used a combination of locally sourced ingredients and imported patent drugs to make this remedy, which became widely accepted by Nigerians. By making it affordable and accessible, he was able to fill a much needed gap in the market.

He also made sure the medicine was in a powder form, similar to traditional Agunmu, which helped with faster healing and better acceptance. He sold his products near a bustling street market, a strategic choice since market vendors often suffer from body aches and fatigue, and shoppers would also have easy access. He built trust with his customers by putting his picture on the packaging, making people feel more confident in using it.

Blessed Jacob sold his medicine in small, affordable packages, which, according to my dad, helped create the word-of-mouth publicity it needed, without any need for costly advertising.

As a business owner, this story highlights the importance of being strategic in your planning. Understand your audience and their needs, ensure your products or services are authentic, and position yourself well in the market. Accessibility and affordability are key.

Great products and services will always speak for themselves.