There was a brief suspension of trading at Mararaba Main Market in Ilorin, Kwara State and Jericho Cement Market, Ibadan, Oyo State when Dangote Cement Retailers Bonanza Season 2 procession entered the markets with decorated truckloads of cement for delivery to star winners in the new promo being run by Dangote Cement Plc.
The company had in between headed to Benin where similar deliveries were made to some six star winners; one from Auchi and the remaining five from Benin City, the Edo State capital. Each of the star winners received 1,200 bags of cement with 40-ft container worth over N4 million while other winners had their winning coupons redeemed for 600 bags of cement and 20-ft container each.
It was indeed an atmosphere of disbelief and bewilderment, as the winners were taken by surprise when the team from West Region of Dangote Cement Plc surfaced at the markets amid ecstasy and danced to the tunes and rhythms of songs rendered by the Boys’ Brigade orchestra mounted on top of the cement-laden trucks.
The carnival-like event threw the markets into a frenzy as other retailers and buyers joined in the dancing and celebration thus halting buying and selling momentarily as truck boys had a field lifting bags of cement with their teeth.
The first port of call was the Mararaba Market where the winner retailer, Mrs. Ganiyat Abiola has her store. Trading under the name of Buthayna Nigeria Limited, she purchased her winning 300 bags from an Ilorin major distributor, Mueez Afolabi.
The Dangote Cement procession had taken off from its Olorunsogo Mega Store, a distance of about 5 kms to the market. Mrs. Abiola could not hide her joy and was short words when approached for comment. It took some seconds before she was able to make a comment.
Abiola explained that it was a big surprise to her when she was called by the customer service unit of the company in Lagos that she had won. “Having been a retailer for over 30 years and never experiencing such hitherto, you can imagine how one would feel seeing the company come with cement trucks in the full public glare to deliver the prize.
I have never seen this kind of thing before. It’s only Dangote who could do this, because we have not been experiencing cement promo until Dangote started one last time. And this is the second one”, she said.
While urging other retailers not on Dangote stable to switch over, Mrs Abiola expressed excitement that she could become the cynosure of all eyes in the market, because she has won a promo and thanked Dangote for the gesture. “I will forever remember this; from 300 bags to 1200 bags free, this is unbelievable”, she added.
After the Ilorin episode, the company moved to Benin where some six winners took delivery of their products and containers. It would appear that a winner emerged from Edo axis every week as the six star winners emerged one after another each week respectively. By the end of the sixth week of the promo, Umeh Chukwu Donatus emerged winner from Auchi winning 600 bags and a 20-ft container. In Benin, the first prizewinner was Mr. Nosahire Omokaro, who won 1,200 bags and a 40-ft container while four others, Cletus Amuno, Madam Dorothy Osas, Izoduwa Isaac and Osaretin Osayi won 600 bags each with 20-ft containers.
Nosahire of Joy Global Ventures who could not hide his joy said “When I heard of the promo, I prayed to God to help me and He has help me. I shouted when I was called to be told that I had won. I thank the management. Selling Dangote Cement is serious business. The man behind it is also a serious businessman. God will continue to bless him as he thinks about others. There’s no doubt that Dangote cement is the best and this they have also shown with this promo. No other cement company is doing this.”
Madam Dorothy in her own remarks said she was more than happy when told she had won. “We want them to continue to run the promo since the mindset is to help small businesses grow by encouraging them”, she said.
Speaking in the same vein, Mr. Columbus Chukwu, the major distributor in Benin, from whom some of the retailers purchased the products, stated that gesture by Dangote Cement Plc has shown that the company was out to revive small businesses by targeting the retailers. The first promo was an eye opener as those who never believed had to rush this one having seen that people are actually winning.
In Ibadan, the star winner, whose products were taken to him at the Jericho Cement Market was overwhelmed. Mr. Gbadegoye Anthony of Goodness and Mercy Company said he never took the caller seriously when told his coupon had won bags of cement and container.
“It was my RO who told me to submit my coupon, that I may win something. So, I did and he was the one who now confirmed it to me that I had won. Initially, I took the announcement with mixed feeling and didn’t tell my wife until I was sure it was real. Sincerely, my appreciation goes to Dangote Cement Plc and Dangote himself.
I did tell my friends, since I ventured into this business about a decade ago that if Nigeria is lucky to have a man like Dangote in each of the six geo-political zones, Nigeria would be a great place to live.
Dangote Cement Company made a promise and they stood by it. It’s very rare. And the team in Ibadan is so fantastic; they did their job very well. I thank them”.
Chairman of Ifesowapo Cement Dealers Association, Jericho, Alhaji Raheem Adesina said his association is happy with Dangote Cement Plc. “They produce quality cement and make it available everywhere. We are the ones selling cement; when we talk about cement we know exactly what we are talking about. Dangote Cement has no equal”, he said.
Explaining the rationale behind the bonanza, the Dangote Cement team leader to the markets, Mrs. Funmi Sanni, who is also the West Regional Sales Director, said the decision to take the products to the retailers in their respective locations was to prove that the bonanza was not a fluke and that no sacrifice was too much for the company to bear for its retailers.
She explained that Dangote Cement Plc management organized the bonanza to reward loyal retailers and help them shore up their businesses, saying this is why it has also included containers in the winning package.
Mrs. Sanni said “We are passionate about the wellbeing of the businesses of our retailers, because together with our distributors they make our own business thrive and this is why the company thought of a way to reward them and motivate them to sell more. Only Dangote can do this in this sector, no other company. We are always a trailblazer.
“We have also made provision for containers as part of the winning package, because we take seriously the issue of storage.
When our retailers buy cement of up to 300 bags and win 1,200 bags, we surely need to provide where they will store them. This is what we have done with the containers and they are happy.” On how the retailers won, the Regional Director explained that all they needed to do was to buy up to 300 bags and collect coupons; write their names, addresses and phone numbers and drop in the designated collection box. “Every week, draws are held to select star winners. Anyone could win the 1,200 bags or 600 bags and certainly everyday some people win 10 bags of cement as consolation prizes. The winner is called on phone while the draw is going on and he or she collects from any of our stores nearest to them. But we decided to take their prizes to them wherever they are in full public glare so that those doubting will know it’s real and participate.
We are giving out products worth N500 million and it’s all for our retailers to win. They are our foot soldiers and we are encouraging them at this time that the economy of the nation is not that friendly to sell more and win more, because the more you purchase the more the chances of winning. Each purchase qualifies each retailer to participate.”