Dangote Cement launches Nigerian promotion to boost cement sales

Dangote Cement Plc has launched its 'Bag of Goodies Promo' in Nigeria to increase cement sales. The cement producer is offering scratch cards with every cement bag to give away prizes to its customers and the company is already reporting an upsurge in demand.

The first big prize winner emerged in Ibadan, Oyo state, this week and was rewarded with a saloon car for his cement purchase. Dangote Cement seeks greater market share from its rivals and is looking to build brand loyalty from the exercise, as the intensity for sales in Nigeria escalates.

"This is very unprecedented, and this can only be done by Dangote Cement being the biggest of the cement companies," said Mr  Olanipekun Onifade Kamoru, chairman of Onyx Global, a leading distributor for Dangote Cement. "Imagining a cement promo with almost 50 cars, 550 refrigerators, 500 television sets, tricycles and motorcycles; who would not want to have any of these at this time in Nigeria?"

Overcapacity in Nigeria has been rising and pressure for sales comes after the recent start-up of BUA Cement's 3Mta Obu Cement Line 2 and the 1.5Mta Kalambaina Cement plant last year. Cement prices in Nigeria are currently the highest prices in Africa at NGN2800-3000/bag (US$7.70-8.30/bag). But Dangote Cement aims to bolster its leading position and is ready for the competition.

The Group Managing Director of Dangote Cement Plc, Joseph Makoju added, "Cement sale is lke a war, the distributors are the generals while the retailers are the foot soldiers."