The Dangote Cement decision to empower primary target audience (PTA) in the cement value chain proposition with N300 million consumer promotion has jolted the market. Not only does this initiative cause a stir but it is the first time a cement brand is embarking on promotional activity to empower its end users.
Cement no longer a commodity
Prior to this announcement, consumer promo was synonymous with fast moving consumer goods products and/or brands. It is rare to see a car brand, building materials commodities and other related items engage in promotional activities. The reason for adopting that marketing strategy was that customers would always come for those materials whenever they are in need of them.
Therefore, it was almost out of place to see such commodity owners engage in advertising or promotions, such as lotteries and sweepstake, media relations, brand activation and other modern marketing strategies.
The only and most portend sales strategy for them at that time was word of mouth and the ability of the manufacturers to give goods out on credit within a certain period of time.
According to a Lagos-based building material merchant, Ayodeji Salako, “In the past, building materials, such as cement, roofing sheets, plank, nails and others were merely monopoly product; so there was no need to advertise.”
However, that has changed. Nigerite, Lafarge, Dangote Cement and other unknown organisations have made marketing communications the heart of their business. Marketing budget from these companies keep growing year on year and mostly importantly they have embraced sales and consumer promotions as tactic to grow volume, equity and importantly reward consumers.
According the Chief Marketing Officer, Dangote Cement, Oare Ojeikere, cement for them has ceased to be seen as commodity but a brand
No comments:
Post a Comment