Our analyst has repeatedly stated that Nigeria will not end as a country if God is not ready to end the world. Nigeria, like other countries that have gone through pre- and post-independence eras, will survive any challenge thrown its way as long as resources are available and patriotic citizens are collectively elected to be leaders to manage the resources wisely. Our analyst has also stated that Nigerians have the right to migrate both internally and externally in search of better opportunities. Those who have left the country, on the other hand, should stop marketing and promoting the country using negative strategies and tactics.
Demarketing, as defined by Kotler and Levy in their 1971 publication in the Harvard Business Review, is the management of excess demand for goods, services, experiences, and other products by their current or future markets. According to the scholars’ definition, the term is not necessarily negative in the field of marketing. However, in the industry, it has come to represent downplaying qualities, benefits, and other values found in a product in order to drive existing and potential customers away.
As previously stated, migration is an unavoidable part of human life. However, as demonstrated by the two hypothetical cases presented below, demarketing one’s country while living in another country for a better life is a strategic threat to national security and a breach of loyalty. Promoting Nigeria’s values and available opportunities would help those who remain to advance their fortunes.
Tekedia Mini-MBA edition 16 (Feb 10 – May 3, 2025) opens registrations; register today for early bird discounts.
Tekedia AI in Business Masterclass opens registrations here.
Join Tekedia Capital Syndicate and invest in Africa’s finest startups here.
The First Scenario
Yusuf Ade Ebuka is a Nigerian who has recently moved to a developed country. While his experience in his new country has been positive, he has been dismayed by the negative views he has heard about Nigeria. Many of his new acquaintances have made assumptions about his homeland that are largely inaccurate and outdated. This has caused Yusuf to become somewhat defensive about his country and to speak out against any demarketing of Nigeria.
When asked about his homeland, Yusuf is quick to point out that Nigeria is a vibrant and diverse country with a rich culture and history. He is eager to share stories about the food, music, and people of Nigeria, and he challenges the stereotypes that people have of the country. Yusuf also uses his personal experiences to paint a picture of a Nigeria that is much more than what is portrayed in the media. Yusuf is passionate about marketing Nigeria and does so through social media, blog posts, and personal conversations. He is determined to show the world that Nigeria is a beautiful and welcoming country with a lot to offer. Yusuf is also an advocate for Nigerian immigrants living abroad, as he knows all too well the struggles, they face in adapting to life in a new country.
The Second Scenario
Danladi Emeka Adebayo was born and raised in Nigeria, growing up in a small village in one of the poorest states. Despite the difficult circumstances, Danladi was determined to make something of himself and worked hard to get an education and eventually earn a scholarship to study in the United States.
At first, Danladi was filled with excitement and optimism when he arrived in the United States. He had the opportunity to experience a new way of life and was thankful for the chance to improve his prospects. However, after a few years of living in the US, Danladi began to experience something of a culture shock. Everywhere he looked he was confronted with the stark contrast between his home country and the developed nation he now lived in. The more time Danladi spent in the US, the more he began to feel frustrated and angry with his homeland. He would often compare the two countries and find himself shaking his head in disbelief at the state of Nigeria. He began to express these feelings publicly, criticising the country and its people. He even went so far as to suggest that those living in Nigeria were better off staying where they were and not trying to leave for a better life abroad.
