Jagal discovery, development and design presentation 2014 2015 by Hasan Fadlallah

Jagal Group

Brand Audit and Analysis Presentation - 2014

Jagal Group | 2014

Index

Jagal Group Discovery Phase Executive Summary Project Objectives Jagal Group Overview Nigeria Country Overview Jagal Group Brand Audit & Competitive Analysis Objectives Methodology Jagal Group Group Overview Customer Profiles Competitors Competitors Visual Analysis Group Audit Analysis Group Takeouts Jagal Group Sectors Oil & Gas Overview Oil & Gas Subsectors Shipyard Competitors Competitors Visual Analysis Jagal Group | 2014

Shipyard Audit Analysis Shipyard Takeouts Free Zones Competitors Competitors Visual Analysis Free Zones Audit Analysis Free Zones Takeouts Aviation Competitors Competitors Visual Analysis Aviation Audit Analysis Aviation Takeouts Construction Overview

Medicated Products Takeouts Data Centers Overview Customer Profiles Data Centers Competitors Competitors Visual Analysis Data Centers Audit Analysis Data Centers Takeouts

Customer Profiles Construction Competitors Competitors Visual Analysis Construction Audit Analysis Construction Takeouts Medicated Products Overview Customer Profiles Medicated Products Competitors Competitors Visual Analysis Medicated Products Audit Analysis

Architecture Models Takeout

Jagal Group Positioning and Architecture Audit Competitive Positioning Review Competitive Positioning Review Takeout Architecture Models

Executive Summary

The objective of the research is to understand Jagal’s place in relation to the national economy as well as the context of its competitors. We analysize these findings on a group level as well as on a sector by sector basis that includes Oil and Gas, FMCG (Medicated Products) , Construction and IT (Data Centers). We also conducted a field research to gauge Jagal’s brand equity and brand awareness with its customers. The Nigerian market being one of the most populous in Africa has a high investment potential in terms of natural resources and low cost labor pool, however much of the market potential has not been realized due to impediments such as inadequate infrastructure, restrictive trade policies and corruption.

and other well performing sectors such as agriculture, communication and retail, which are the highest contributors to the Nigerian GDP. The rebuilding of the infrastructure is expected to strongly affect growth of the construction industry, growth is estimated at 12% per annum. Group On a group level, the focus is still on the commercial and operational aspects of the industry, where the key drivers of controlling the market are related to the diversification of the offerings and revenue growth. There is a crucial need for differentiated branding on the corporate group level.

Previously the market has largely relied on its Oil and Gas industry, however more recently the growth of this market has slowed down to 1% per annum.

Through competitive analysis we were able to conclude that the economic power of branding is still not fully exploited in Nigeria, on both group and corporate levels. We can find clear gaps between the preferred brands such as Dangote and the remaining key players in this segment.

Government initiatives to improve infrastructure and weak power supplies have been initiated to better leverage external investment opportunities

In assessing the basic principles of modern branding, after reviewing Jagal’s vision and mission and taking into consideration the

Jagal Group | 2014

Nigerian market, we can assert that Jagal’s brand equity is relatively weak. However a clearly defined structure and visual presence, can raise Jagal’s brand awareness and take advantage of weak competitor branding. Oil & Gas The Oil and Gas industry plays a pivotal role in the Nigerian economy, it accounts for about 14% of the country’s GDP. Presently, the NNPC consists of JVCs with six International oil companies and one indigenous oil company. Shell which accounts of about 40 percent of Nigeria’s total oil production, Elf, Agip, Chevron, Mobil, and Exaco Overseas are the other five major companies. Among Shipyards, Nigerdock has by far the highest saliency and the highest brand equity, it is also the best recognized Jagal offering. In terms of Freezones Integrity, value and ease of doing business – are the main drivers. There is high awareness level for Snake Island Integrated free zone. Onne Oil & Gas and Lekki also hold high equity.

Executive Summary

Aviation In the aviation industry Aero has the highest brand awareness, but this is most likely due to the fact that they offer commercial services. Bristow Helicopters have a strong brand image as they are most trusted, most likely to be used and recommended. In terms of visual image positioning Caverton has a strong advantage as the brand is strengthened by a unified communication that includes, a quality website that projects a consistent image and transparency, which is associated with high international standards and knowhow. There is low overall awareness of Atlantic Aviation as a corporate brand, better integration as part of the Jagal brand is expected to improve these results. Data Centers The sector is facing significant infrastructure issues due to low internet penetration, problems with power supplies and security issues. Due to these problems only three to four data center currently fully operational in Nigeria, with two new centers of which one is Tier 4 on the horizon.

Jagal Group | 2014

Some Oil and Gas and financial institutions have their own data centers, but are finding them too expensive to manage. Recently, companies are securing their own databases abroad, but are facing challenges in connectivity and reliability. Main One has the highest brand awareness in the industry, followed by Integrated Data Servies Ltd. Rack Center ranks fourth, after West Africa. Real Estate and Construction is one of the fastest growing sectors. Government initiatives, population growth and urbanization contribute to 12% growth in the sector. Construction, Development and Real Estate contribute to $60bn, almost 5% to the GDP. Many of the larger construction companies use heritage and enduring presence in the market to build trust. Julius Berger has a strong product offering and brand equity with a favorable reputation in the market and unified visual presence of its brand. The companyâ&#x20AC;&#x2122;s business practices are based on international standards that benefit from transparency and solid integrated project management.

Medicated Products Jagal Pharma has low awareness among medicated soap users but the brand is ahead of Tura and Givanas in terms of brand equity. The main and most important Category Drivers to customers are meeting customer needs, good value, and a good reputation. Unilever and Pheizer have a high brand awareness in the market, Unilever, RB and Godrej also have a strong online presence with well developed international websites which further aid in giving the perception of strong brand. Popular brands such as Unilever and RB have repositioned their brand away from germ fighting into the health segment. Tura (Orange Group) being a local brand, competes directly with Tetmosol (Jagal Pharma) in the local category but has lower brand equity.

Executive Summary

Conclusion Jagal as a brand possesses the DNA of a conglomerate in terms of sector and business diversification but also has attributes of a holding company, which are joint ventures in where Jagal is not involved directly in the operations of the companies. Jagal lacks a coherent structure and demonstrates a clear gap between the brand and the subsidiariesâ&#x20AC;&#x2122; vision. The relationship between the master brand and its sub companies is not translated into a unified culture. Most companies have independent culture related to their own image and business industry. Research highlights Nigerdock as the strongest brand among Jagalâ&#x20AC;&#x2122;s Businesses. Jagalâ&#x20AC;&#x2122;s current positioning as a conglomerate (Specialized or Non Specialized) is still flexible and able to stretch without compromising the essence of the master brand. This is mainly due to the overall low awareness of the Jagal brand in the market.

Jagal Group | 2014

Discussion Points

Jagal Group | 2014

Corporate Brand Positioning

The 6 main Pillars for differentiation

Identity

Architecture

Focus

Identity is the visual impact and differentiation in terms of the brand Look & Feel consistency and modern design practice.

Architecture is the corporate / master brand eco-system. It is the way in which the brands within a conglomerate / Groupâ&#x20AC;&#x2122;s portfolio are interlinked, and differentiated from, one another.

Focus is the corporate business specialty and main industry(ies) that defines the brand initial and main positioning and business offerings.

Resonance

Performance

CSR

Resonance is the brand awareness and how it impacts the market audience in terms of brand knowledge and familiarity.

Performance iis beyond the brand meaning and image, it is its ability to fulfil measurable financial contribution and success to the business as a whole.

Brand Responsibility is the social, ethical and environmental impact of the brand and how the target audience perceives and reacts to it.

Jagal Group | 2014

Competitive Positioning Review - Intl. Benchmarks

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Tata Group is an Indian multinational conglomerate company headquartered in Mumbai, India. It encompasses seven business sectors: communications and information technology, engineering, materials, services, energy, consumer products and chemicals.

multi-industry company 7 Well defined Unrelated Sectors

GE is an American multinational conglomerate corporation incorporated in New York and headquartered in Fairfield, Connecticut. The company operates through the following segments: Energy [2013 inactive], Technology Infrastructure, Capital Finance as well as Consumer and Industrial.

multi-industry company 5 Well defined Unrelated Sectors

Berkshire Hathaway is an American multinational conglomerate holding company headquartered in Omaha, Nebraska, United States, that oversees and manages a number of subsidiary companies.

multi-industry company Used the term Conglomerate Holding to emphasis on their two main aspects their Operational and nonoperational investments Unrelated Subsidiaries

Jagal Group Positioning Present & Future

Jagal Group has an excellent understanding of the Oil & Gas sector in Nigeria that consist of their main businesses. Nevertheless, after meeting with the board members and the operating managers of their key subsidiaries, it was clear that all the businesses under the conglomerate are well thought of and everyone in the leadership circle had extensive knowledge of each industry with clear understanding of the business needs and status.

All Jagal Joint Ventures and fully owned companies fit the companyâ&#x20AC;&#x2122;s vision to grow their Oil & Gas / Energy sector of business or to be pioneers in an untapped markets (Data Centers).

t Good Understanding of the Sector / Business is necessity

Jagal Leadership team is heavily involved in all operational aspect of their businesses and constantly evaluating strategies to assure operational consistency and quality output.

t Emphasize on Operational Control

Leading Nigerian Conglomerate with a portfolio of businesses in Key economic Sectors

Jagal Group | 2014

t Portfolio fits the Companyâ&#x20AC;&#x2122;s vision and growth strategy

t Requires consistent operating strategy t Long term rebuild strategy for acquisitions & Joint Ventures; turn-around fundamentals

multi-industry company Undefined / Unrelated Sectors

Competitive Positioning Review Groups

Identity

Architecture

Focus

Resonance

Performance

CSR Health/ education/ empowerment Education / youth Environment / Education

Modern

Branded House

Manufacturing

High

Positive

Outdated

Branded House

Energy

Moderate

Positive

Modern

Branded House

Energy

Moderate

Positive

Education / Youth

International Benchmark

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Modern

Branded House

Industrial

High

Positive

Sustainability

Modern

Branded House

Technology

High

Positive

Sustainability

Old Fashioned

House of Brands

Investments

Moderate

Positive

environmental, labor rights and human rights issues

Outdated

Integrated

Oil & Gas

Weak

N/A

Health Safety & Environment 10

Competitive Positioning Review - Best Case Scenarios Identity

Architecture

Focus

Resonance

Performance

CSR

Need for a Modern Brand

Need for a Clear Architecture showcasing the main Segments

Primary & Secondary Focus

Awareness is Key

Transparency and Financial Power

CSR

Branded House are the best models for Large Conglomerates Should be Fluid & able to integrate JVs

Should have a Top of the mind Focus (Primary Focus) Should define its Main Segments (Secondary Focus)

Clear & Consistent Communication Messages Control of the 3 Main Channels of Corporate Audience (Businesses / Employees / Community)

Conglomerates tend to disclose their Revenues to project transparency and Credibility Conglomerates tend to disclose their financial ability to project strength and confidence.

Integrated

Oil & Gas

Visually Distinctive Consistent Identity Reflects Leadership & Vision

Outdated Jagal Group | 2014

Weak

N/A

A clear CSR Framework and communication Plan Yearly CSR reports documenting Social engagement

Health Safety & Environment 11

The Brand Architecture Dilemma - One or Many? Most companies fall under one of the two categories of brand architecture (the P&G Model House of Brands vs the GE Model -> Branded House). The Main question is a matter of Focus vs Efficiency â&#x20AC;&#x201C; (Many Brands vs One Brand) and which model offers the best competitive advantage. Determining which model to adopt and which side of the spectrum they fall under is directly related to the equity of the brands, business goals, financial constraints, competition, market changes and investment needs.

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There are several key critiria to consider while tackling a brandâ&#x20AC;&#x2122;s architecture:

t What are the competition dynamics (Locally and regionally) (Segments vs Corporate Competition).

t How much equity does the brand/Subbrands have? t How much can the positioning be stretched without losing the essence of the master brand? t Does the Companyhas coherent structure or a Decentralized culture? t How does the company plan to grow? (JVs, Investments, Acquisitions, startups) t Does the company have a Homogenous Target audience or a Multiple stakeholders market?

Jagal Brand

Architecture Model

Does Jagal Group have a coherent structure or a decentralized culture? Jagal lacks a coherent structure and demonstrates a clear gap between the Board and the subsidiariesâ&#x20AC;&#x2122; vision. The relationship between the Master Brand and its sub companies is not translated into a common culture. Most companies have independent culture related to their own image and business industry.

Culture

Business Goals

Brand Architecture Assessment Model

Competition Dynamics

Jagal Group | 2014

Brand Equities & Positioning Stretch

Target Market

Jagal Brand

Architecture Model

How much equity do the brands/ subbrands have? How much can the positioning be stretched without losing the essence of the master brand? Research highlights Nigerdock as the strongest brand among Jagalâ&#x20AC;&#x2122;s Businesses. Jagalâ&#x20AC;&#x2122;s current positioning as a conglomerate (Specialized or Non Specialized) is still flexible and able to stretch without compromizing the essence of the master brand. This is mainly due to the overall low awareness of the Jagal brand in the market.

Culture

Business Goals

Brand Architecture Assessment Model

Competition Dynamics

Jagal Group | 2014

Brand Equities & Positioning Stretch

Target Market

Jagal Brand

Architecture Model

Does the company have a Homogenous Target audience or a Multiple stakeholders market? Jagal has multiple stakeholders and target audiences. By providing services to multi-industries with different needs and requirements. Jagal equates to Nigerdock to the market, Tetmosol to another and Oil & Gas to another. The current structure makes it more complicated to deliver a clear message and a single definition of the brand.

Culture

Business Goals

Brand Architecture Assessment Model

Competition Dynamics

Jagal Group | 2014

Brand Equities & Positioning Stretch

Target Market

Jagal Brand

Architecture Model

What are the competition dynamics (Locally and regionally) - (Segments vs Corporate Competition)? Jagal is a diversified group where all the majority of its subsidiaries are competing on a segment and sub-segment level. The group is the business strategist behind the subsidiaries and plays the role of a Strategic Operation Manager.

Culture

Business Goals

Brand Architecture Assessment Model

Competition Dynamics

Jagal Group | 2014

Brand Equities & Positioning Stretch

Target Market

Jagal Brand

Architecture Model

How does the company plan to grow? (JVs, Investments, Acquisitions, startups) Jagal Groupâ&#x20AC;&#x2122;s growth strategy is focusing on Industry Joint Ventures to leverage the Local content governing the Oil & Gas Sector, while at the same time maintaining and growing its fully owned businesses as Profit center investments.

Culture

Business Goals

Brand Architecture Assessment Model

Competition Dynamics

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Brand Equities & Positioning Stretch

Target Market

Jagal Brand

An urgent need for an Architecture that facilitates the integration of a common culture that is applied across all businesses and subsidiaries.

Architecture Model

Culture

An urgent need for an Architecture that is flexible and fluid enough to integrate Joint Ventures and Startups for the short, medium and long haul.

Business Goals

An urgent need for an Architecture that takes into consideration the different types of businesses and their competition dynamics while adding value to the Master brand.

Jagal Group | 2014

Brand Architecture Assessment Model

Competition Dynamics

Brand Equities & Positioning Stretch

Target Market

An Urgent need for an Architecture that can build brand Equity for Jagal as a Master brand without weakening their Strong subsidiaries. Architecture should also have clear brand positioning to identify flexibility of the companyâ&#x20AC;&#x2122;s offerings.

An urgent need for an Architecture that can communicate to a wide market spectrum and multiple stakeholders.

Jagal Group Discovery Phase

Project Objectives

The discovery phase consists of 5 main objectives. Its aim is to provide insight into various market elements in order to develop a corporate strategy with a meaningful and distinctive brand positioning.

Objective 2 Through audience profiling and analysis the brand offering is developed to appeal to Jagalâ&#x20AC;&#x2122;s target market.

Objective 1 Understanding of the market and each industry within the group. Provides insight into various opportunities.

Objective 3 Brand Surveys provide an overview of Jagal and its competitorsâ&#x20AC;&#x2122; brand equity.

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Objective 4 Competitive analysis aids in understanding the competitive framework. Objective 5 Brand and visual analysis ensures the brandâ&#x20AC;&#x2122;s visual elements are aligned with the desired communication and value positioning.

Jagal Group Overview

The Jagal Group is a leading Nigerian conglomerate with operations spanning three key sectors in the Nigerian Economy: Oil & Gas, Construction & Real Estate Development, IT (Data Centers) and FMCG Manufacturing. The Group has been expanding over the past 40 years and has become a valuable and respected contributor to the development of Nigeria’s economy. Jagal Group has experienced

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rapid growth in recent years and foresees the trend to continue in an expanding economy. Key areas of growth have been the Group’s new joint ventures and its increased stake in Snake Island in Nigerdock’s Shipyard, Fabrication Yard and Logistics. The Nigerdock fabrication facility is one of the largest in West Africa, providing substantial capacity in the EPIC project.

Jagal measures its success against world class standards across all business platforms. It possesses market expertise within Nigeria, while operating with an extensive understanding of local practices and cultural norms. Jagal is affiliated with world class international businesses and is a valued partner to multinational companies expanding into Nigeria.

Jagal Group Profile Vision To be a symbol of African corporate success Mission To lead with integrity and perform with Excellence Corporate Values Leadership, Accountability Excellence, Focus, Safety, Resilience, Energy, Integrity, Respect Strategic Focus Areas Corporate Governance, Corporate Branding, Performance Culture, Operational Excellence

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Nigeria Country Overview Jagal Group | 2014

Country Overview Macro-Economy

GDP

Agriculture

Service Sector

Manufacturing Oil & Gas

Telecommunications

GDP per Capita

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GDP Before Rebasing

GDP (2013) After Rebasing

N42.4 trn

N80.22 trn

35%

22%

29%

52%

1.9%

6.8%

32.4%

14.4%

0.9%

8.7%

$1,700

$3,000 24

Jagal Group Positioning and Architecture Audit Jagal Group | 2014

171

“Positioning is the brand perception residing in the person’s mind.” - Jack Trout

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172

Competitive Positioning Review - Differentiation Analysis Identity

Jagal Group | 2014

Architecture

Focus

Resonance

Performance

CSR Health/ education/ empowerment Education / youth Environment / Education

Modern

Branded House

Manufacturing

High

Positive

Outdated

Branded House

Energy

Moderate

Positive

Outdated

Integrated

Agro-Industry

Moderate

Positive

Entrepreneurship

Modern

Branded House

Energy

Moderate

Positive

Education / Youth

Old Fashioned

Integrated

Agro-Industry

Moderate

Positive

environmental protection / medical research

Outdated

Integrated

Investment (Multi-Industry)

Moderate

Positive

Inactive

Old Fashioned

Branded House

project & technology management

Weak

N/A

Inactive

Outdated

Integrated

Oil & Gas

Weak

N/A

Health Safety & Environment 174

Competitive Positioning Review - Local Benchmarks

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One of the most diversified business conglomerates in Africa.

multi-industry company African Reach

A leading privately owned Power, Energy, Gas and Infrastructure conglomerate

Industrial company 4 well defined & Correlated Sectors

A foremost indigenous diversified conglomerate

multi-industry company Proudly Nigerian

One of Africaâ&#x20AC;&#x2122;s largest integrated energy solutions providers with a proud heritage

multi-industry company Proudly Nigerian

A leading conglomerate in several industries

multi-industry company Un-Related sectors

A diversified conglomerate with strategic investments and core interests in the hospitality, agribusiness and energy sectors

multi-industry company 3 Well defined Unrelated Sectors

A Nigerian conglomerate quoted in the Nigerian Stock Exchange

multi-industry company Highlights its Financial Status

A Leading Nigeria conglomerate with a portfolio of businesses in Key economic Sectors

multi-industry company 4 Well defined Unrelated Sectors 175

Competitive Positioning Review - Intl. Benchmarks

Jagal Group | 2014

multi-industry company 7 Well defined Unrelated Sectors

multi-industry company 5 Well defined Unrelated Sectors

Berkshire Hathaway is an American multinational conglomerate holding company headquartered in Omaha, Nebraska, United States, that oversees and manages a number of subsidiary companies.

multi-industry company Used the term Conglomerate Holding to emphasis on their two main aspects their Operational and nonoperational investments Unrelated Subsidiaries

176

Conglomerate vs Holding Dynamics Preferred Brand Architecture Model Branded House

Preferred Brand Architecture Model House of Brands

Integrated t Healthy Financials are Key t Opportunity Driven t Financial & growth results are key to managerial evaluation t Focus on profit, Debt, Equity t Company strategy is variable and linked to portfolio mix t Quick fix rebuild strategy for acquisitions; turn around performance

A holding company is defined as a company that invests in several companies and is not involved in its operation.

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Branded House

House of Brands Integrated

t Good Understanding of the Sector / Business is necessity t Portfolio fits the Companyâ&#x20AC;&#x2122;s vision & growth strategy t Emphasize on Operational Control t Requires consistent operating strategy t Long term rebuild strategy for acquisitions & Joint Ventures; turn around fundamentals

A conglomerate is defined as a large company that owns smaller ones and is involved in the operation, itâ&#x20AC;&#x2122;s the parent multi-industry company with many subsidiaries under it.

177

Jagal Group Positioning Present & Future

t Good Understanding of the Sector / Business is necessity

Jagal Leadership team is heavily involved in all operational aspect of their businesses and constantly evaluating strategies to assure operational consistency and quality output.

t Emphasize on Operational Control

Leading Nigerian Conglomerate with a portfolio of businesses in Key economic Sectors

Jagal Group | 2014

t Portfolio fits the Companyâ&#x20AC;&#x2122;s vision and growth strategy

t Requires consistent operating strategy t Long term rebuild strategy for acquisitions & Joint Ventures; turn-around fundamentals

multi-industry company Undefined / Unrelated Sectors

178

Competitive Positioning Review Groups

Identity

Architecture

Focus

Resonance

Performance

CSR Health/ education/ empowerment Education / youth Environment / Education

Modern

Branded House

Manufacturing

High

Positive

Outdated

Branded House

Energy

Moderate

Positive

Modern

Branded House

Energy

Moderate

Positive

Education / Youth

International Benchmark

Jagal Group | 2014

Modern

Branded House

Industrial

High

Positive

Sustainability

Modern

Branded House

Technology

High

Positive

Sustainability

Old Fashioned

House of Brands

Investments

Moderate

Positive

environmental, labor rights and human rights issues

Outdated

Integrated

Oil & Gas

Weak

N/A

Health Safety & Environment 179

Competitive Positioning Review - Best Case Scenarios Identity

Architecture

Focus

Resonance

Performance

CSR

Need for a Modern Brand

Need for a Clear Architecture showcasing the main Segments

Primary & Secondary Focus

Awareness is Key

Transparency and Financial Power

CSR

Branded House are the best models for Large Conglomerates Should be Fluid & able to integrate JVs

Should have a Top of the mind Focus (Primary Focus) Should define its Main Segments (Secondary Focus)

Clear & Consistent Communication Messages Control of the 3 Main Channels of Corporate Audience (Businesses / Employees / Community)

Conglomerates tend to disclose their Revenues to project transparency and Credibility Conglomerates tend to disclose their financial ability to project strength and confidence.

Integrated

Oil & Gas

Visually Distinctive Consistent Identity Reflects Leadership & Vision

Outdated Jagal Group | 2014

Weak

N/A

A clear CSR Framework and communication Plan Yearly CSR reports documenting Social engagement

Health Safety & Environment 180

Jagal possesses the DNA of a Conglomerate by matching all the criteria defining and differentiating Conglomerates from Holdings.

Specialized Conglomerates are common to insure a clear positioning definition. Tata & GE use this model by: 1. Identifying themselves as: Multinational Conglomerates 2. Identifying the main segments they are involved in

Sahara, Oando & Transcorp adopt the GE & Tata system by clearly identifying their main segments All researched companies Identify themselves as â&#x20AC;&#x153;Conglomerateâ&#x20AC;? Except Oando defining his new brand as an Integrated Energy Solution provider

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181

Architecture Models

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182

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There are several key critiria to consider while tackling a brandâ&#x20AC;&#x2122;s architecture:

t What are the competition dynamics (Locally and regionally) (Segments vs Corporate Competition).

183

Brand Architecture Assessment Model

Culture

Brand Equities & Positioning Stretch

Business Goals

Brand Architecture Assessment Model

Competition Dynamics

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Target Market

184

Brand Architecture Dangote

Sugar

Salt

Macaroni

Cement

Noodles

Spaghetti

Sacks

Flour

Dangote Brand Driver

Petit Tomato Paste

Danvita

Mowa water

Dansa juice

Endorsed Brands

Products & Services Cement - Manufacturing / Importing Sugar - Manufacturing & Refining Salt - Refining Flour & Semolina - Milling Pasta - Manufacturing

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Noodles - Manufacturing Poly Products - Manufacturing Logistics - Port Management and Haulage Real Estate Dangote Foundation

185

Ziza milk

Brand Architecture Sahara Group

SEFL Sahara Energy Field Limited

Sahara Gas

Sahara Energy Resource Limited

Sahara Bulk Storage Facilities

Dangote Brand Driver

Sahara Farms

Sahara Power

So Energy

So Aviation

Endorsed Brands

Products & Services Downstream Midstream Upstream Infrastructure Power Sectors

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186

Brand Architecture Oando

Upstream

Midstream

Downstream

Sahara Brand Driver Products & Services Downstream Midstream Upstream

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187

Brand Architecture TATA

66% shareholding Tata Sons Limited

Products & Services Communications & information technology Engineering Materials Services Energy Consumer products Chemicals Jagal Group | 2014

(Major Shareholdings) Tata Consultancy Services Tata Steel Tata Motors Tata Power Tat Comminications Tata Chemicals Tata Global Beverages Indian Hotels Titan Voltas Tata Elxsi Trent Tata Investment Corporation Tata Teleservices Tata International Tata AIG General Insuran Cecompany Tata AIG Life Insurance Company Tata Sky Tata Asset Management Tata Advanced Systems Tata Capital Tata Realty And Infrastructure Tata Petrodyne Tata Housing Tata Consulting Engineers Infinit Retail Tata Business Support Services

50% shareholding

Tata Industries Limited (Major Shareholdings) Tata Advabced Materials Tata autoComp Systems Tata Industrial Services Drive India Enterpride Solutions Advinus Therapeutics

188

Brand Architecture

GE Brand Driver

General Electrics

GE INFRASTRUCTURE GE COMMERCIAL FINANCE GE INDUSTRIAL GE HEALTHCARE GE CONSUMER FINANCE NBC UNIVERSAL (CNBC EUROPE)

Products & Services Infrastructure Finance Industrial Healthcare Media

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189

Brand Architecture Berkshire Hathway

Insurrance

Utilities

Manufacturing, Service & Retail

Finance & FinancialProducts

Products & Services Insurrance Utilities Manufacturing, Service & Retail Finance & Financial Products

Types of Companies under Berkshire Hathaway Fully Owned or Majority Holdings Subsidiaries minority holdings Common stock holdings Other Investments

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190

Brand Architecture Jagal Group

Jagal Group E&P

O & G Services

Real Estate & Infrastructure

Jagal Operations

Brand Architecture Type: House of Brands Services & Products: E&P, O&G, Assets Management (Real Estate), Construction, Technology, Operation Type of Companies: Fully Owned, Joint Ventures Jagal Group | 2014

191

Executive Summary

The objective of the research is to understand Jagal’s position in the market as well as the context of its competitors, industries and the overall Nigerian business eco-system. We analysed these findings on a group level as well as on a sector by sector basis that includes Oil and Gas, FMCG (Medicated Products), Construction and ICT (Data Centers). We also conducted a field research to gauge Jagal’s brand equity and brand awareness with its customers. The Nigerian market being one of the most populous in Africa has a high investment potential in terms of natural resources and low cost labor pool, however much of the market potential has not been realized due to impediments such as inadequate infrastructure, restrictive trade policies and corruption.

better leverage external investment opportunities and other well performing sectors such as agriculture, communication and retail, which are the highest contributors to the Nigerian GDP. The rebuilding of the infrastructure is expected to strongly affect growth of the construction industry, growth is estimated at 12% per annum. Group On a group level, the focus is still on the commercial and operational aspects of the industry, where the key drivers of controlling the market are related to the diversification of the offerings and revenue growth. There is a crucial need for differentiated branding on the corporate group level.

Previously the market has largely relied on its Oil and Gas industry, however more recently the growth of this market has slowed down to 1% per annum.

Government initiatives to improve infrastructure and weak power supplies have been initiated to

In assessing the basic principles of modern branding, after reviewing Jagal’s vision and

Jagal Group | 2014

mission and taking into consideration the Nigerian market, we can assert that Jagal’s brand equity is relatively weak. However a clearly defined structure and visual presence, can raise Jagal’s brand awareness and take advantage of weak competitor branding. Oil & Gas The Oil and Gas industry plays a pivotal role in the Nigerian economy, it accounts for about 14% of the country’s GDP. Presently, the NNPC consists of JVCs with six International oil companies and one indigenous oil company. Shell which accounts of about 40 percent of Nigeria’s total oil production, Elf, Agip, Chevron, Mobil, and Exaco Overseas are the other five major companies. Among Shipyards, Nigerdock has by far the highest saliency and the highest brand equity, it is also the best recognized Jagal offering. In terms of Free Zones Integrity, value and ease of doing business – are the main drivers. There is high awareness level for SIIFZ (Snake Island Integrated Free Zone). Onne Oil & Gas and Lekki also hold high equity. 2

Executive Summary

Aviation In the aviation industry Aero has the highest brand awareness, but this is most likely due to the fact that they offer commercial services. Bristow Helicopters have a strong brand image as they are most trusted, most likely to be used and recommended. In terms of visual image positioning Caverton has a strong advantage as the brand is strengthened by a unified communication that includes, a quality website that projects a consistent image and transparency, which is associated with high international standards and knowhow. There is low overall awareness of Atlantic Aviation as a corporate brand, better integration as part of the Jagal brand is expected to improve these results. ICT (Data Centers) The sector is facing significant infrastructure issues due to low internet penetration, problems with power supplies and security issues. Due to these problems only 3 to 4 data center currently fully operational in Nigeria, with two new centers of which one is Tier 4 on the horizon.

Jagal Group | 2014

Some Oil and Gas and financial institutions have their own data centers, but are finding them too expensive to manage. Recently, companies are securing their own databases abroad, but are facing challenges in connectivity and reliability. Main One has the highest brand awareness in the industry, followed by Integrated Data Servies Ltd. Rack Center ranks fourth, after West Africa. Real Estate & Construction is one of the fastest growing sectors. Government initiatives, population growth and urbanization contribute to 12% growth in the sector. Construction, Development and Real Estate contribute to $60bn, almost 5% to the GDP. Many of the larger construction companies use heritage and enduring presence in the market to build trust. Julius Berger has a strong product offering and brand equity with a favorable reputation in the market and unified visual presence of its brand. The companyâ&#x20AC;&#x2122;s business practices are based on international standards that benefit from transparency and solid integrated project management.

FMCG (Medicated Products) Jagal Pharma has low awareness among medicated soap users but the brand is ahead of Tura and Givanas in terms of brand equity. The main and most important Category Drivers to customers are meeting customer needs, good value, and a good reputation. Unilever and Pfizer have a high brand awareness in the market, Unilever, RB and Godrej also have a strong online presence with well developed international websites which further aid in giving the perception of strong brand. Popular brands such as Unilever and RB have repositioned their brand away from germ fighting into the health segment. Tura (Orange Group) being a local brand, competes directly with Tetmosol (Jagal Pharma) in the local category but has lower brand equity.

Executive Summary

Jagal Group | 2014

Jagal Group Development & Strategy Phase

Input for Brand Strategy

The Nigerian local content act has been beneficial for local oil & gas companies. It has proved to be an effective tool to empower local players and give them a chance to compete and to grow their offerings, develop capacities and gain industry knowledge.

Jagal group is looking to leverage the actâ&#x20AC;&#x2122;s added values to the local companies by re-focusing and re-structuring in a way that will attract international Oil & Gas companies interested in solid partnership in Nigeria through a Jointventure model.

The Act changed the dynamism of competition where IOCs were controling the industry and controlling most of the oil & gas lucrative and logistical segments to become operationpartners with indigenous companies.

Our brand Audit proved that Jagal has the DNA of a Multi-Industry conglomerate in terms of positioning and group structure (Majority of subsidiaries are fully owned / Diversified portfolio / Full Involvement in key operations), nevertheless

Jagal Group | 2014

Jagal brand architecture lacks transparency and unity in terms of offerings and business focus and does not have an efficient arrangement to integrate JVs without affecting their current master brand and sub-brands. Jagal brand is subject to internal and external dynamics that will help us understand further the eco-system of the brand and craft the optimal positioning based on the 6 defined pillars outlined in the discovery phase.

External & Internal Dynamics External Dynamics Local Content

Internal Dynamics Indigenous 100% Nigerian

People Diversity, Expertise, Performance Culture

Leadership Operational Excellence, Credibility

Oil & Gas

Economic Growth Consumer Products, Multi-Industries

Untapped Markets Data Centers,Technology

Weak Competitions Corporate Branding

Vision Growth, Corporate Governance

Responsibility Integrity, Community Focus

Jagal Group | 2014

Conglomerate to a Conglomerate Holding

Conglomerate

Holding

A conglomerate is defined as a large company that owns smaller ones and is involved in the operation.

A holding company is defined as a company that invests in several companies and is not involved in its operation.

Attributes / Characteristics Strategy Leads Portfolio Full Business Knowledge Operational Control Focus on Fundamentals Growth Driven Branded House Architecture

Jagal Group | 2014

From a Conglomerate to a Conglomerate Holding

Attributes / Characteristics Portfolio Leads Strategy Opportunity Driven Focus on Financial Performance Management Control Profit Driven House of Brands Architecture

Conglomerate to a Conglomerate Holding

Conglomerate

Holding

A conglomerate is defined as a large company that owns smaller ones and is involved in the operation.

A holding company is defined as a company that invests in several companies and is not involved in its operation.

Attributes / Characteristics Strategy Leads Portfolio Full Business Knowledge Operational Control Focus on Fundamentals Growth Driven Branded House Architecture

From a Conglomerate to a Conglomerate Holding

Attributes / Characteristics Portfolio Leads Strategy Opportunity Driven Focus on Financial Performance Management Control Profit Driven House of Brands Architecture

Now Jagal Group | 2014

Conglomerate to a Conglomerate Holding

Conglomerate

Holding

A conglomerate is defined as a large company that owns smaller ones and is involved in the operation.

A holding company is defined as a company that invests in several companies and is not involved in its operation.

Attributes / Characteristics Strategy Leads Portfolio Full Business Knowledge Operational Control Focus on Fundamentals Growth Driven Branded House Architecture

Now Jagal Group | 2014

From a Conglomerate to a Conglomerate Holding

Attributes / Characteristics Portfolio Leads Strategy Opportunity Driven Focus on Financial Performance Management Control Profit Driven House of Brands Architecture

Growth Shift 10

A â&#x20AC;&#x153;conglomerate holdingâ&#x20AC;? is a hybrid model that shares and combines characteristics and attributes from both Conglomerates and Holdings, one of the best examples of successful conglomerate holdings is Warren Buffettâ&#x20AC;&#x2122;s Berkshire Hathaway. The structure of this new hybrid model will allow a flexible stretch for the new brand positioning and will require a customized brand architecture that can combine the operational and non-operational branches of the group as well as a clear relation-model highlighting the new core focus and the non-core investments, without diluting or affecting the master brand.

Jagal Group | 2014

Six Pillars for Positioning

As outlined in the discovery phase, there are 6 pillars for positioning a corporate brand. The 6 pillars follow a systematic approach to make sure the brand has a consistent image, message and identity at all time.

Brand Building Focus

Jagal Group | 2014

Architecture

Brand Management Identity

Resonance

Performance

Focus

What needs to be clearly defined in Jagal Positioning? Jagal Corporate Model

Conglomerate, Holding, Conglomerate Holding

Jagal Core Business Specialty

Energy, Construction, Investments, Oil & Gas etc.

Jagal Origin

Nigerian, African, International, etc.

Focus

Architecture

Focus is the corporate business specialty and main industry(ies) that defines the brand initial and main positioning and business offerings. Focus also includes the essence of the brand in terms of nationality & operational role. Jagal Group | 2014

Identity

Resonance

Performance

Conglomerate Holding + Oil & Gas + Nigerian

Jagal is a Nigerian conglomerate holding that operates leading energy businesses and manages a diversified portfolio of investments.

Brand Architecture

Jagal Group

Jagalâ&#x20AC;&#x2122;s Conglomerate Holding brand model should serve the needs of the positioning in terms of clarity and offering spectrum. Jagal has been divided into two key functions, catering to its business Investments and Energy joint ventures. These 2 main axis highlight the core business of the new brand and the secondary /non-core offerings.

SIIFZ

Afrikdelta Marine Ltd

Jagal Nigeria Limited

Skillbase

Jagal Ventures Limited

Jagal Pharma Limited

Atlantic Aviation Ltd

Nigerdock Nigeria Plc

Rack Centre Ltd

SIMCO

FOPWAL

Movamo Court Ltd

Nigerstar7

SIPEC

Jagal Limited

Focus

Architecture

Architecture is the corporate/ master brand eco-system. It is the way in which the brands within a conglomerate/groupâ&#x20AC;&#x2122;s portfolio are interlinked, and differentiated from, one another.

Jagal Group | 2014

Identity

Resonance

Performance

Energy + Investments Core Investment Non-Core Investment

Jagal is a Nigerian conglomerate holding that operates leading energy businesses and manages a diversified portfolio of investments.

Brand Architecture

A Hybrid Model for a Conglomerate Holding Brand Jagal is evolving in the way it does business. The group is moving towards a focused, hybrid positioning model with growth in mind. The change requires a brand architecture that accommodates the shift and adapts to the strategic brand architecture assessment model developed by Brand Lounge. The new brand architecture is flexible and easy to communicate to Jagal internal and external stakeholders.

Jagal Group | 2014

Jagal Brand

An urgent need for an architecture that facilitates the integration of a common culture that is applied across all businesses and subsidiaries.

Architecture Model

Culture

An urgent need for an architecture that is flexible and fluid enough to integrate future and current JVs, Operations and Startups for the short, medium and long haul.

Business Goals

An urgent need for an architecture that takes into consideration the different types of businesses and their competition dynamics while adding value to the master brand.

Jagal Group | 2014

Brand Equities & Positioning Stretch

Brand Architecture Assessment Model

Competition Dynamics

Target Market

An Urgent need for an architecture that can build brand Equity for Jagal as a master brand without weakening their Strong subsidiaries. Architecture should also have clear brand positioning to identify flexibility of the companyâ&#x20AC;&#x2122;s offerings.

An urgent need for an architecture that can communicate to a wide market spectrum and multiple stakeholders.

Jagal Brand

Architecture Model

An urgent need for an architecture that is flexible and fluid enough to integrate future and current JVs, Operations and Startups for the short, medium and long haul.

Brand Equities & Positioning Stretch

Business Goals t A shift towards total focus on building joint ventures mainly in the oil & gas sector without dropping remaining businesses.

t Oil & gas as a core sector and main focus for Jagal. t Ability to grow offerings without overshadowing subsidiaries and partners brands. t Create a flexible and clear stretch for the brand positioning that can add value to the master brand.

Jagal Group | 2014

Brand Architecture

Jagal brand architecture organizes its key offerings and clearly defines the core business breadth and depth for the target audiences.

Jagal

Jagal Group | 2014

Master Brand

Jagal Energy

Jagal Investments

Jagal Energy is the integrated energy solution provider of Jagal.

Jagal Investments is the diversified portfolio of investments of Jagal.

Core & Secondary Focus Brands

Brand Architecture

Jagal

Master Brand

Core & Secondary Focus Brands

Jagal Energy

Upstream

Midstream

Jagal Investments

Infrastructure

Technology

Real Estate

Construction

Function Brands

Wellness

Subsidiaries / Independent brands

Face to the Market Jagal Group | 2014

Brand Architecture Jagal

Master Brand

Jagal Energy Upstream

Midstream

Jagal Investments Infrastructure

Nigerdock

Skillbase

SIIFZ

Nigerstar7

Atlantic Aviation

SIMCO

FOPWAL

Afrikdelta Marine

SIPEC

Jagal Group | 2014

Core & Secondary Focus Brands

Technology

Real Estate

Rack Center

Property Company

Construction Construction Company

Function Brands

Wellness Tetmosol

Eleko Close

Subsidiaries / Independent brands

Movamo Court Oregun Properties

Brand Architecture

There are 4 levels of the Jagal brand architecture. They work together to clearly communicate the Jagal Brand, businesses, and offerings.

Level 1

Jagal Master Brand

Level 2

Energy & Investments (Primary & Secondary Focus)

Level 3

Specific Industry Segments (Functions)

Level 3 is elastic and may expand horizontally into other industries.

Level 4

Specific Businesses & Independent Brands Operating within Industry Segment

Level 4 is elastic and may expand vertically into more businesses within a particular industry.

Jagal Group | 2014

Competition Dynamics Jagal

Jagal Energy Upstream

Midstream

Master Brand

Core & Secondary Focus Brands

Jagal Investments Infrastructure

Technology

Real Estate

Construction

Function Brands

Wellness

Subsidiaries / Independent brands

Segment level competition High

Moderate

Low

Subsidiaries Affecting Function Brand Subsidiaries Affecting Core Brand Subsidiaries Affecting Master Brand Jagal Group | 2014

Competition Dynamics Jagal

Jagal Energy Upstream

Midstream

Master Brand

Core & Secondary Focus Brands

Jagal Investments Infrastructure

Technology

Real Estate

Construction

Function Brands

Wellness

Subsidiaries / Independent brands

Segment level competition High

Moderate

Low

Subsidiaries Affecting Function Brand Subsidiaries Affecting Core Brand Subsidiaries Affecting Master Brand Jagal Group | 2014

Target Market Communicate to Community

Jagal

Master Brand

Communicate to Employees

Communicate to Businesses

Jagal Energy Upstream

Midstream

Core & Secondary Focus Brands

Jagal Investments Infrastructure

Technology

Real Estate

Construction

Function Brands

Wellness

Subsidiaries / Independent brands Communicate to Businesses Communicate to Employees Virtual Brand Umbrella / Departmental Function Brands

Jagal Group | 2014

Jagal Brand Platform Building a Culture of Excellence

Jagal Group | 2014

Culture Jagal

Jagal Energy Upstream

Midstream

Master Brand

Core & Secondary Focus Brands

Jagal Investments Infrastructure

Technology

Real Estate

Construction

Function Brands

Wellness

Subsidiaries / Independent brands

Decentralized Operational Culture

Brand Essence Shared Values

Jagal Group | 2014

Extracting the Essence of Success Jagal 3Ps Model

People are the Key ingredients and the cornerstone of Jagal success story. People are our employees, our community, our clients and our families and we are dedicated to improve and protect their lives and the world they live in.

People

Partnership

We believe in the power of partnership to create positive impact on all stakeholders. Our partnerships are built on strong fundamentals and common vision towards success and growth.

Profit

Profit for Jagal is about maximizing social, emotional and financial returns. Itâ&#x20AC;&#x2122;s beyond the financial gain and more about the direct impact of changing the lives of all stakeholders and the Nigerian community. Jagal Group | 2014

Brand Architecture

Jagal People

Partnership

Master Brand

Profit

Core & Secondary Focus Brands

Jagal Energy

Upstream

Midstream

Jagal Investments

Infrastructure

Technology

Real Estate

Construction

Function Brands

Wellness

Subsidiaries / Independent brands

Jagal Group | 2014

Jagal Brand Personality MindMap Brand Personality is the set of human traits associated with Jagal brand. These traits are symbolic and serve a self-expressive function. They are a reflection of the brand essence and are formed and influenced by any direct and indirect brand touchpoints. Using a MindMap framework, we have developed a set of traits that combine the symbolic nature of the brand with utilitarian nature of the brand and come across the 3 components of the brand essence or what we defined as: Jagal 3Ps.

People

Partnership

Profit

Jagal Group | 2014

Brand Values Jagal Corporate Values Brand values represent the belief outline of Jagal and reflect the key messages that should be promoted internally and externally. Values are not created, they are core constituents that the brand possess and that govern our reputation and relationships. Jagal brand values answers the following questions and are:

What do we believe in? What do we want to convey? What is important to us? What are we committed to?

Jagal Group | 2014

Leadership Accountability Excellence Focus Safety Resilience Energy Integrity Respect

What do we believe in? What do we want to convey? What is important to us? What are we committed to?

Jagal Group | 2014

Leadership Accountability Excellence Focus Safety Resilience Energy Integrity Respect

What do we believe in? What do we want to convey? What is important to us? What are we committed to?

Jagal Group | 2014

Leadership Accountability Excellence Focus Safety Resilience Energy Integrity Respect

What do we believe in? What do we want to convey? What is important to us? What are we committed to?

Jagal Group | 2014

Leadership Accountability Excellence Focus Safety Resilience Energy Integrity Respect

What do we believe in? What do we want to convey? What is important to us? What are we committed to?

Jagal Group | 2014

Leadership Accountability Excellence Focus Safety Resilience Energy Integrity Respect

Brand Values

Brand values represent the belief outline of Jagal and reflect the key messages that should be promoted internally and externally. Values are not created, they are core constituents that the brand possess and that govern our reputation

and relationships. They are derived from the brand essence and they connect heart and soul to Jagal 3Ps. Jagal brand values answers the following questions and are:

What do we want to convey?

What are we committed to?

What is important to us?

What do we believe in?

Leadership

Excellence

Accountability

Dynamism

Leadership is about mastering the craft, clarifying the vision and positioning our brand. It’s a continuous process that reaches all Jagal’s stakeholders and inspires them to perform with a winning attitude.

Excellence is the drive to perform at the highest standards with a zero tolerance attitude. It’s the heart of our culture and success story and the main ingredient for our growth from top management and down.

Accountability is about 2 key elements: Transparency in terms of corporate governance and people management and Responsibility in terms of social engagement and empowerment. It’s our pledge to operate with integrity while taking into consideration the needs of our people, partners and communities.

Dynamism is about great energy, power and capabilities, it’s our competitive advantage and our belief that the only constant is change. It is the route for growth, positive transformation and strategic adaptation to new markets trends and dynamics.

Jagal Group | 2014

Leadership

Accountability

Excellence

Dynamism

L.E.A.D Values

Jagal Group | 2014

What is Jagalâ&#x20AC;&#x2122;s Identity?

Jagal Identity should reflect a modern look & feel that embodies the commitment for growth and represent the vision of the leadership team of being a symbol of corporate success. It should also reflect positiveness towards the future of the Nigerian people as individuals and as

communities. The brand identity should also represent excellence, transparency and quality by embracing the mission to perform with excellence. Jagalâ&#x20AC;&#x2122;s identity should also emphasis on the Energy in terms of business focus and in terms of attitude and character.

Modern + Positive + Authentic + Quality + Excellence + Transparency + Energy Focus

Architecture

Identity

Resonance

Performance

Identity is the visual impact and differentiation in terms of the brand Look & Feel consistency and modern design practice.

Jagal Group | 2014

Building a Brand with Communication in Mind

BEC Framework Business to Business

One of the most challenging factors while building a brand is to be able to build and position a brand within the right audience. Our unique BEC framework is a key component to develop Jagal as a distinctive brand in the Nigerian and African Market. The BEC framework is about

identifying the main communication channels for the most important audience of the brand. As a group / corporate brand the multidimensional communication platform defined in our BEC Framework will clearly separate Jagal from competitors.

Business to Employees Business to Community Brand Management

Focus

Architecture

Identity

Resonance

Performance

Resonance is the brand awareness and how it impacts the market audience in terms of brand knowledge and familiarity.

Jagal Group | 2014

Building a Brand with Communication in Mind

BEC Framework Business to Business

Business to Employees Business to Community Brand Management

Focus

Architecture

Identity

Resonance

Performance

Brand Responsibility is the social, ethical and environmental impact of the brand and how the target audience perceives and reacts to it.

Jagal Group | 2014

Building a Brand with Communication in Mind

BEC Framework Business to Business

Business to Employees Business to Community Brand Management

Focus

Architecture

Identity

Resonance

Performance

Performance is beyond the brand meaning and image, it is its ability to fulfil measurable financial contribution and success to the business as a whole.

Jagal Group | 2014

Building a Brand with Communication in Mind BEC Framework Business to Business

Jagal master brand communicating corporate values and strategic guidelines for potential Clients / JV Partners / Investors

Business to Employees

Jagal master brand communicating corporate values and strategic vision through a well defined employer branding framework for all Subsidiaries to highlight the culture of excellence

Business to Community

Jagal Master brand communicating corporate values and social initiatives to the betterment of the Nigerian community. B2C

Jagal is focused on people empowerment for the advancement of the Nigerian community B 2 E by cultivating leadership and developing a culture of excellence. Jagal is also focused on

building strategic partnerships that aim to achieve sustainable growth and commercial success for all stakeholders. Jagal Group | 2014

B2B

Jagal Positioning Jagal is a Nigerian conglomerate holding that operates leading Energy businesses and manages a diversified portfolio of investments. By cultivating leadership and developing a culture of excellence, Jagal is dedicated to empowering people, and building strategic partnerships that aim to achieve sustainable growth for the advancement of the Nigerian community.

Jagal Group | 2014

Jagal Group Brand Identity Creation & Design

Brand Positionning Jagal is a Nigerian conglomerate holding that operates leading energy businesses and manages a diverse portfolio of investments. By cultivating leadership and developing a culture of excellence, Jagal is dedicated to empowering people, and building strategic partnerships that aim to achieve sustainable growth for the advancement of the Nigerian community.

Building a Culture of Excellence

Origin

Nigeria

Culture

Excellence

Focus

Energy

Values

L.E.A.D Partnership

Essence

People Profit

Logo Build Up Inspiration

The diamond symbol, triangle symbol and similar motifs that form a construction of other (more complex) symbolic designs occur in every era, culture, religion and esoteric sect. Overwhelmingly, the diamond symbol or the triangle symbol motif expresses itself in terms of clarity, ascension and excellence. Not of the ordinary sort of excellence though. We speak of a Legacy of Excellence that transcends the banalities of our everyday realm.

Legacy of Excellence

JAGAL | 2014

Logo Build Up Inspiration

Inspired from Jagalâ&#x20AC;&#x2122;s brand architecture and building on the aspect that Jagal is a conglomerate holding of businesses through 2 main focuses (Energy + Investments), we can only see excellence cascaded through our sectors and subsidiaries. We explored a unique shape that overlays the 2 focuses and intersects with the brand values and brand essence to form an abstract diamond type of structural emblem.

JAGAL | 2014

Excellence in

Energy

Investments

Business

Logo Build Up Inspiration

Merging our two focus brands based on Jagal values where the intersecting diamond represent our four L.E.A.D Values.

Leadership

Excellence

L.E.A.D Values

Accountability

JAGAL | 2014

Dynamism

Logo Build Up Inspiration

The whole structure and brand values stand on a triangle that represents our brand essence.

Partnership

People

Profit

Brand Essence

JAGAL | 2014

Logo Build Up Inspiration

Putting all the above together, we unsharpened the edges to represent the dynamism of our brand.

Energy

L.E.A.D Values

Brand Essence

JAGAL | 2014

Investments

Logo Build Up Inspiration

A well balanced symetric shape has been created.

JAGAL | 2014

Logo Build Up Typography

An elegant simple sans serif font was chosen carefully to match our emblem structure. We also exchanged the «L» of Jagal with a flipped «J» to give the logo a symetrical look synonymous with our emblem.

JAGAL | 2014

Jagal

Logo on Grid

Jagal Brand Architecture

Jagal

Master Brand

Core & Secondary Focus Brands

Jagal Energy Exploration & Production

Oil & Gas Services

Jagal Investments

Infrastructure

Technology

Real Estate

Construction

Health, Hygiene & Home

Function Brands

Subsidiaries / Independent brands

JAGAL | 2014

Jagal Brand Architecture

The colors we chose were inspired from the nature of Jagal Business sectors. The red representing the energy which is our core business focus, and the blue as a corporate color also inspired from the energy business.

JAGAL | 2014

Jagal Brand Architecture

Our function brands logo colors where derived from each core brands. The orange and yellow were derived from the Jagal energy red, and the blue to greenish tonality of the rest of our function brands are inspired from Jagal investments blue.

Exploration & Production

Oil & Gas Services

Infrastructure

Technology

JAGAL | 2014

Real Estate

Construction

Health, Hygiene & Home

Exploration & Production

Oil & Gas Services

Infrastructure

Based on our function brands color coding, we combined all the colors to come up with a colorful pattern that represents Jagal Dynamism

Technology

JAGAL | 2014

Real Estate

Construction

Health, Hygiene & Home

Jagal Brand Architecture

Exploration & Production

Oil & Gas Services

Infrastructure

Technology

Real Estate NEW BRAND

JAGAL | 2014

Construction NEW BRAND

Health, Hygiene & Home NEW BRAND