**5. Conclusion**

organizations. Similarly, Dala foods will have the opportunity for free promotion of its corporate identity in all areas served by donor organizations in form of humanitarian aid to malnourished children. All the above products are registered and certified by the National Agency for Foods Drugs Administration and Control (NAFDAC) and Standard Organization of Nigeria (SON). In all these brands, the company followed the new product development process discussed earlier in this chapter, but albeit not as comprehensive as it should be. This is because the staff that carried out the tasks lacked the required skills and experience as at then. However, Dala Foods is able to succeed in this regard because of its innovative drive and pioneer status. It is this innovative drive that made the Company to win many awards for itself and the country such as the Quality certificate from SON in 1988, Gold medal in 1989 as one of the best product exhibited in Leipzig International Trade Fair, a Global Food Industry award in 2008 from the International Union of Food, Science and Technology (IUFoST) and the Nigeria50 Awards as a fast growing company in 2013 by the Tony Elumelu Foundation. This is by no means a

The success story of Dala food can be attributed to its ability to practice and maintain its mission and core value: "To produce clean, cheap, and quality products that meet our customers need." This is achieved through developing locally relevant, quality products that are not only affordable but also scalable. The company was also able to create a strong value proposition for its products at the right price points through a combination of product re-engineering,

Some Pictures of Dala Foods Brands. All these brands have pioneer status. Dala Foods is an indigenous firm. Source: [14]*.*

Another driver of the company's success was its effective brand building strategy. Getting brands into consumers initial consideration set is very important in emerging markets such as Africa than elsewhere. With this knowledge, Dala Food vigorously built its city tea, instant *Kunun tsamiya*, *Biski* and *Fura* to acquire an indelible position in the consumers mind through

small achievement by any standard.

30 Product Lifecycle Management - Terminology and Applications

**Key success factors**

smaller pack sizes, and low-cost operating models.

From the foregoing discussion, it is hoped that the chapter has provided a clear basis for proper understanding of product development and management toward improved and sustainable company performance. It is important to note that the tasks and strategies discussed in this chapter cannot be carried out by the product/brand manager or any other body charged with the responsibility for product management alone, but in conjunction with other units in the organizations. This is because a product manager has to relate with such units like research and development, engineering, production, marketing, finance, advertising, procurement, etc., in order to be successful. Thus, a brand manager is expected to be a good diplomat and a team player in order to succeed.

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[13] Schewe CD. Marketing: Principles and Strategies. New York: Random House Inc.; 1987 [14] Madugu SS. Dala Foods Nigeria Products Pictures Online. Sent via Whatsapp: August 14,

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