Portfolio strategy is Nigeria’s next battleground – Ndupana

Nigeria’s energy drink and flavoured beverage space is evolving – and it’s becoming clearer that growth will come not just from launching more products, but from smarter portfolio decisions, better media alignment, and innovation that genuinely reflects how Nigerian live, choose, and consume.

For a long time, brands introduced flavors and limited editions without clear long-term plan.

Lifecycles were short, priorities shifted too quickly, and communication often missed the connection between culture and actual consumer behaviour.

The excitement was high, but retention was low – not because the products were wrong but because the strategy behind them wasn’t always complete.

A new wave of brand professionals are stepping up to solve this gap, focusing on product lifecycle thinking, portfolio clarity, and go-to-market execution that blends global standards with local nuance.

Read also: Tight wallets, shifting tastes – Nigeria’s changing beverage market

One of those professionals is Ndupana Koji, who is now the Brand Marketing Manager – Portfolio Strategy & Innovation for Red Bull Nigeria. Her role includes leading the strategy for the Editions (flavoured) range and core variants, driving the innovation pipeline end-to-end — from global alignment and concept development to launch execution and post-launch optimization.

For her, the opportunity lies in tightening the link between culture, sports, media, and product experience—an area she believes has been under-explored in the market.

“Innovation is not just about launching something new; It’s about launching something relevant, intentional, and clear” she notes.

“Nigeria moves fast. Consumers move even faster. They respond to clarity, consistency, and stories that they feel connected to’’

Her entry into Red Bull signals a broader shift: portfolio strategy is becoming one of the most important competitive levers in Nigeria’s beverage industry is finally being treated as a discipline, not an afterthought.

Ifeoma Okeke-Korieocha is the Aviation Correspondent at BusinessDay Media Limited, publishers of BusinessDay Newspapers.

She is also the Deputy Editor, BusinessDay Weekender Magazine, the Saturday Weekend edition of BusinessDay.

She holds a BSC in Mass Communication from the prestigious University of Nigeria, Nsukka and a Masters degree in Marketing at the University of Lagos.

As the lead writer on the aviation desk, Ifeoma is responsible and in charge of the three weekly aviation and travel pages in BusinessDay and BDSunday. She also overseas and edits all pages of BusinessDay Saturday Weekender.

She has written various investigative, features and news stories in aviation and business related issues and has been severally nominated for award in the category of Aviation Writer of the Year by the Nigeria Media Nite-Out awards; one of the Nigeria’s most prestigious media awards ceremonies.

Ifeoma is a one-time winner of the prestigious Nigeria Media Merit Award under the 'Aviation Writer of the Year' Category.

She is the 2025 Eloy Award winner under the Print Media Journalist category.

She has undergone several journalism trainings by various prestigious organisations.

Ifeoma is also a fellow of the Female Reporters Leadership Fellowship of the Wole Soyinka Centre for Investigative Journalism.

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