Nigerite in aggressive drive for increased products visibility, market share

As part of strategies to increase the visibility of their products and market share, Nigerite Limited, Nigeria’s premier building materials manufacturing company, has embarked on an aggressive drive to create awareness for its range of products.

This strategy which the company calls ‘merchandising’  is aimed to maintain top of the mind awareness while also ensuring constant and consistent visibility for its brands at distributors outlets in the South Western part of Nigeria.

“We want to improve products visibility and brand awareness at the distributors’ point of sale so that our customers can easily differentiate our products from those of the competitors”, Victor Jolaoso, the company’s Marketing Communications and Research Manager,  explained in a statement in Lagos.

Jolaoso explained further that during the exercise, accredited distributors and sales agents would be engaged and trained by brand executives on how to promote the Nigerite brands at their sales terminals, adding that, similarly, all trade partners involved in the handling of Nigerite products were to be trained.

He hinted that the training was aimed at enabling distributors and trade partners understand the metrics of brand building and awareness which would ultimately lead to improved demand and customer affinity for its products

“As the brand owner, the training will help our distributors and trade partners understand the metrics of brand building and awareness which will lead to improved demand and customer affinity for our products and services”, he said

Meanwhile, the comapany has concluded plans to honour its long-serving distributors for their loyalty and sustained patronage over the years.

The company which has been in operations in the last 56 years initiated this move as a way of rewarding the trade partners who have been part of its success stories in the years gone by.

“They are key stakeholders of our success story. They have consistently helped to achieve our sales objectives and business expansion over the years; we are mainly rewarding our long time distributors that have been with us over the years”, Jolaoso revealed, hoping that the award would help to boost the brand equity as it adds to customer life time value.

According to him, Nigerite  wouldn’t be in existence for this long without the distributors, noting that they played a great role in their operations because, from their feedback on product innovations and developments to investment in distribution infrastructure, market development across their operating territory and that it was only appropriate to sustain this symbiotic relationship with them”.

The company, he added, would also engage the distributors on ‘Distributors Appreciation Day’ which is a bi-annual event and constant invitations for product launches. Some of its leading brands are Kalsi Ceil and Solo Extra, both featuring on the merchandising strategy.

 

CHUKA UROKO