In what looks like a strategic move to cushion the effect of months of lockdown, which has dampened the morale of consumers globally, promoters of Dangote brand have unveiled a special consumer promo to produce 1,000 millionaires in
For most consumers and brand owners, the year 2020, would remain memorable because of the challenges thrown at them by the enduring Pandemic, which has crippled the global economy. But despite the challenges, savvy business owners are keen about sustaining relationship with their customers. This explains why many companies and governments are now resorting to the idea of giving palliatives to members of the public.
Considering the place of consumers in brand growth and its sustainability, brand managers are thinking out of the box to race the stake and sustain brand loyalty, which can only be guaranteed thorough understanding of the consumers and deploring of reward system to satisfy their expectations.
In a renewed effort to reinforce existing relationship with their customers, the management of
Process and Criteria for Winning
According to the company, the promotion, scheduled to run from
To be a part of the promotion, "all the consumer needs to do is to buy any promo bag of
The manufacturing giant also noted that the Dangote 'Bag of Goodies 2' Consumer Promo is a huge investment aimed at rewarding new and existing consumers, especially in this period of COVID-19 with the much-needed palliatives.
At the unveiling of the promo in
"It is to reward valued consumers for their unflinching partnership in ensuring that our range of cement products remains today the first choice for construction purposes across the country," he added.
Puchercos stated: "The prizes we are offering in the promo are specifically tailored towards changing the living standards of consumers who are the end users of our products. These prizes have great economic value as they can be used to kick off small scale businesses especially in the face of the COVID-19 global pandemic with many families losing their source of livelihood.
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"Here in
Explaining the reason for staging the consumer promo, Dangote Cement Marketing Director, Mrs.
According to her, "to grow our business, we must constantly create value in terms of quality, product, service, competitive pricing and depositing in consumer's emotional bank accounts in order to become their preferred choice of brand at the point of purchase.
"As a business, we recognise the importance of every member of our value chain- distributors, wholesalers and retailers, as such, we have invested in growing their businesses through various empowerment schemes," she said
Endorsement
Though, the primary reason for promotion is to ensure brand loyalty and generate profit, representatives of various regulatory bodies present at the unveiling event, admitted that the promoters of the Dangote brand have taken it a notch higher.
Speaking at the event, the Head of
"As the premier consumer rights organisation in
While commending the organisers for coming up with such consumer promo despite the current challenges facing businesses, the FCCPC boss urged the company to maintain standard while the exercise lasted.
For the Chief Executive Officer of Lagos State Lotteries Board (LSLB), Mr.
"The Lagos State Lotteries Board is here to validate and study the process. With the accomplishment of the Dangote brand in the market, we are not in doubt that this will again be a success story all through. At the moment, with what consumers are going through, you will all agree with me that a million naira would make tremendous difference in their lives and give them hope of a better tomorrow."
In the same manner, the Deputy Director and Coordinator, Lagos Zonal Office of
"At NLRC, Dangote brand and its activities are not new to us. In particular, our DG,
Sustaining Brand Loyalty
In a competitive environment like the Nigerian market, consumer loyalty is pre-requisite for success but more important to customer reward and promotion is the drive of value and trust. To this end, it is important to sustain the already built brand loyalty and create new ones by deploring a strategy that revolves around consumer promo.
This is what Dangote brand has done over the years to maintain prime position in the Nigerian cement market. Last year, in an unprecedented move to empower millions of its product consumers economically, the company launched a jumbo consumer promo tagged "Dangote Cement Bag of Goodies", which was designed to produce 21 million winners across the country.
The promo, which ran for three months saw consumers won prizes worth billions of Naira. At the end, lucky consumers won 43 cars, 24 tricycles, 24 motorcycles, 550 refrigerators, 400 television sets, 300,000 Dangote foods goodies packs and recharge cards for all networks. Like this year edition, the 2019 promo was also a pan
According to the brand promoters, both initiatives were aimed at rewarding the brand's esteemed consumers and to further strengthen the existing bond with the consumers while also reinforcing its brand positioning as a major player in the cement market.
The Head,
He said: "We are in business because our teeming consumers have chosen to remain loyal and committed to our brand, the Dangote Cement brand. The promo is based on deep insight which reveals what our customers want at the moment."
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