As part of its commitment to continuously drive excellence and innovation in the manufacturing industry and built environment, Lafarge Africa Plc has relaunched the ‘Elephant Supaset’ cement brand to deepen market share and help deliver quality service for players in the built environment of the Nigerian market.
The newly branded Elephant Supaset cement, now in horizontal bags, is the first cement formulation specifically positioned for block making. According to the manufacturer, Supaset is tailor-made to complement the efforts and promote the businesses of artisans, specifically block makers and other building construction workers.
Michel Puchercos, the CEO of Lafarge Africa Plc, said the introduction of this improved formulation of the Supaset is in line with the ‘Growth’ pillar of Lafarge Africa’s Strategy 2022, ‘Building for Growth’ which aims to drive profitable growth and accelerate performance in key areas.
According to Puchercos, for 60 years, Lafarge Africa has continued to lead technological advancement in the Nigerian manufacturing sector. “Our global presence and Research Centre in Lyon, France provides a unique opportunity for us to deliver in line with best practices and create innovative products and solutions that deliver more value to our customers,” he said.
He opined that the newly branded Supaset is a solution to the long yearnings of its customers, especially block makers who have lost investments as a result of cement products that do not guarantee the needed strength for construction of buildings and other strong high concrete construction works.
Gbenga Onimowo, the commercial director of Lafarge Africa Plc said the rebranded Elephant Supaset cement is in response to customers’ needs and in line with global industry standards.
‘We launched Supaset because we have a unique understanding of the needs of our customers and our end users. With our access to global best practices, innovative solutions from the Lafarge Holcim group, we were able to identify and introduce Supaset to take the lead and provide real solutions in construction. We understand the huge losses that people have to deal with due to the lack of cement formulation that guarantees fast setting and superior quality,” he stated.
According to Onimowo, Supaset is a rapid-setting cement that enables blocks dry and set fast, while retaining its quality and ensuring no cracks and breakages. He opined that the desire to further secure and grow its market share within the cement segment influenced the introduction and rebranding of Elephant Supaset cement.
In addition to launching the new look bag and an improved product performance; Lafarge Africa has initiated a new Marketing Communications campaign across conventional and new media channels. Lafarge Elephant Supaset is now positioned as “The Chairman” for the construction of solid structures.
Onimowo stated further that as the first specialized cement for block making, precast moulds and concrete applications, Elephant Supaset reaffirms Lafarge’s commitment to innovation and customer satisfaction hinged on customer feedback.
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