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Dangote Cement Rewards Customers



Dangote Cement has maintained its stronghold in the Nigerian domestic cement market through its dominance of the market.

In achieving this, the company recognised the efforts of its distributors and customers. The cement company, no doubt has done well for itself and its shareholders. It is unarguably the biggest cement company in Nigeria with presence in more than 14 other African countries.

The management of the company recently showed appreciation to its customers in kind and cash with a promise to do more as the sales improve. Aside cash gifts, which ran into millions of naira, there were also cars presentations to the lucky distributors.

To the chagrin of the distributors, president of Dangote Group, Aliko Dangote said apart from all that had been given to the distributors and customers, he also promised them a priority distributorship license as soon as Dangote refinery project come on steam next year.

Dangote, who made the pledge, profusely thanked the loyal cement distributors for their faith in the company and also assured them of consistent reward, as a form of motivation for their patronage and loyalty to the brand.

Dangote said, “This event today is significant for two reasons; first, it is in furtherance of our culture and practice to reward excellent performance by our customers. Secondly, it is also meant to build stronger and abiding value relationships. It is a night to say thank you for all your efforts in making Dangote Cement a household name in Nigeria and the number one preferred cement.

“As soon as our new projects come on stream, the opportunity for priority distributorship will be available to you as reward for your loyalty. Thank you for your dedication and for being our support system.”

The distributors’ award ceremony was in recognition of the Cement Distributors’ long standing commitment, devotion, loyalty and valuable contribution to the distribution and sale of Dangote Cement in 2017.

Welcoming the distributors and other customers of the company to the award ceremony, group managing director and chief executive of Dangote Cement, Engineer Joe Makoju, said the company will forever be thankful to the distributors and all its customers for their loyalty and for making the public see the uniqueness of the Dangote cement brand.

Makoju said the distributors must have seen that they have not made a mistake for deciding to do business with the company. He promised that the Cement Company would continue to show appreciation to them and urged them to strive to sell more Dangote cement this year, with a promise that they would also be rewarded, as, according to him, one good turn deserves another.

“Our success story would not have been possible without you, our distributors, who work tirelessly to ensure that the product gets to our customers in every nooks and crannies of the country. We can never thank you enough! You have been an integral and vital part of our business over the years.

“We are here to explore ways of further strengthen our existing cordial relationship in order to create more value for all stakeholders. In fact, our ultimate desire is to create a win-win situation for our stakeholders at all levels down the value chain. This is in line with the triple bottom line principle: people, planet and profits, which we have embraced here at the Dangote Group,” he said.

According to him, any organisation that aspires to be ahead of the competition these days, must explore ways of not only knowing the expectations of its customers, but also how to exceed them.

The overall best customer for the reviewed period, Mr. Ifenchor Lawrence of Lafenax Company lauded the management of Dangote Cement for giving back significantly to their loyal customer. He said the gesture of Dangote management is unprecedented in the industry and that, God willing, he will do all within him to sell more of the brand’s cement in order to maintain his first position.

While describing the distributors and customers as partners in creating value, Dangote said, “we are in business because of you and we will always strive to ensure that you get the best from us. We commend you, our valuable distributors, for standing by us over the years. We call on you to do more in the second half of the year. Thank you for your dedication and for being our support system.”

It would be recalled that Dangote Cement’s 31 per cent increase in its revenue of N805.6 billion was attributed to its pan African operations growth which also recorded a significant increase in revenue from N195 billion to N258.4 billion in 2017. “Pan African operations increased volumes by 8.4 per cent, with Ethiopia, Senegal, Cameroon and South Africa all performing strongly and close to their operating capacity.”

Noting that the company experienced some challenges in operating in sub-Saharan Africa, Makoju said the management responded in robust fashion and benefited from “the diversity we have created across our business and because of our local knowledge and attitudes towards doing business in neighboring countries in Africa.”

Explaining the rationale behind the success recorded by the Dangote Cement’s revenue, Makoju further said “the increase was helped by our decision to increase our use of local coal in Nigeria and that also helped to improve our fuel security, maintain production uptime and it reduced our need for foreign currency. We source coal from our parent company, Dangote Industries and from another Nigerian supplier, and we are very happy with the way this has worked out for us because it has enabled us to phase out the use of expensive low pour fuel oil in our kilns and also to reduce our use of imported coal”

On the future growth plans for the Group, Makoju said “as it stands, I think we will focus on building new grinding plants along the coast of West Africa, and ensure we have clinker export facilities in Nigeria. We are looking at the possibility of two new lines in Nigeria, perhaps by the end of 2020 and its likely these will be in Edo state and Obajana, with a combined capacity of six Mta”

No doubt, the shareholders, distributors and customers of Dangote cement will remain very grateful for the magnanimity of the cement company’s management of late to better their lots.


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