This case is useful in teaching marketing strategy as part of a marketing course. It can also be used to teach promotional strategy. Only one week into Zenith Bank of Nigeria's initial public offering (IPO), Jim Ovia and his management team dealt with a brand-new policy that required that the capital base of banks be raised from (Nigerian naira) NGN2 billion to NGN25 billion. They had to examine their technique to marketing the IPO and attempt something outside the standard marketing campaigns of public offerings in Nigeria.
Zenith Bank The Marketing of an Initial Public Offering Case Solution
The highest amount ever realized from the Nigerian capital market was NGN11 billion. The brand-new policies resulted in Ovia's having to modify the marketing objectives for the IPO from about NGN9 billion to an undefined quantity that would increase the bank investors' fund to well over the minimum requirement of NGN25 billion. The product is especially important in scenarios where a worldwide flavour is desired or beneficial.
PUBLICATION DATE: February 27, 2008 PRODUCT #: UV1217-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
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