PROMASIDOR Nigeria Limited, recently wrapped-up its N50 million “Win Cash with Loya” milk promotion.  The company’s Manager Brand Group (Dairy Category), Dr. Obinna Anyalebechi, says the campaign was conceived to reward and excite its teeming consumers across the country.

WHY did you give cash instead of gift items that can last for years?

Our primary reason for giving cash is just to reward our loyal consumers for their patronage over the years.  Loyal Milk has entrenched itself in the Nigerian market, and we couldn’t have done that without the support of our teeming consumers.  So, we thought this the great opportunity and time to reward our all loyal consumers for their patronage over the years.

Why did you focus on Loya, there are other brands in your stable

This promotion was specifically conceived for Loya Milk.  Other brands have platforms that we reach out to consumers, for instance, Cowbell is known for National Mathematic competition for secondary schools, and likewise, every single brand of Promasidor has a well thought-out marketing plan.  So, we continuously engage with the consumers. We will keep rewarding our loyal consumers.

How many consumers participated in the promotion nationwide?

Right now, I cannot give you the figure because I don’t have it off hand, right here.  Our IT guys have it, and I can make it available to you later.

What are the high and low points of the promotion?

All I can say is that this promotion has been extremely successful.  We have had winners from all the nook and cranny of the country. Every single state has presented a winner, and we are truly and indeed extremely happy we have been able to use the platform to reach our consumers nationwide.

And don’t forget that there is also an instant- win leg of the promotion where consumer stands the chance of winning instantly.  Once you buy the Pack and you open it, what you see is what you win, and the amount ranges from N2, 000 to N4,000.

You win instantly, all you need to do is to take it to the company’s nearest depot and claim your cash prize.  As we speak, lots of people are winning every day.

May we know the impact the promotion had on your sales volume?

The promotion has been successful.  Like I said earlier, it has further re established the brand, and a winners emerged from different parts of the country it truly confirm that the brand is available nationally.  So Loyal Milk is a national brand, and we have also seen the result on our market share by way of sales volume.

What is your market share of the dairy industry?

We are still analyzing it.  As I said, the instant –win is still going on until the end of November.  At the end of the campaign, we’ll arrive at the figure.  However, the campaign has been extremely successful.

After this promotion, what is next?

There are lots of other campaign activities that we will unveil shortly.  The truth is Loya is a brand that has been engaging the consumers; we believe that we have to give back whatever our consumers gave to us.