How Molfix won the diaper battle
Molfix, the flagship brand of Hayat Kimya which was launched into the Nigerian market in 2015 has made some great strides in the last three years and earned diverse accolades as a result.
At the recently held Advertisers Association of Nigeria Marketing Excellence Awards in Lagos, Mofils led the pack as it scooped the elusive Brand of the Year. Molfix shrugged off intense competition from other top brands to take home. The ADVAN award show was indeed a night to remember for the leading diaper brand, as it also came tops in the Experiential Marketing Campaign category as well as second position in CSR category, courtesy of its first ever corporate social responsibility project “Happy mums, happy families”.
Speaking to some of the milestones recorded in 3 years, Mrs. Roseline Abaraonye, Marketing Manager, Hayat Kimya Nig said “Amidst the highly cluttered and competitive environment, Molfix defied all odds and played against the already established brands in the category. The brand kept growing steadily year on year until it took over the Nigerian diaper market. Within these 3 years, Molfix has won multiple awards based on quality, innovation and execution”.
According to Mrs. Abaraonye, who spoke on the brand CSR initiative and the importance of the award, she said “Hayat Kimya as a global organisation is a firm believer in giving back to the society. Hence, in Nigeria, we identified the fact that unemployment is a key issue.”
“In addition to the fact that a lot of women have become the bread winners of their families, the brand thought it wise to empower our mums and enable them earn a living through the brand. As a result, the brand launched the “Happy mums, happy families”CSR campaign. With our first ever award entry on CSR, Molfix came 2nd place amidst all the established brands that have been doing this for many years. This has refueled our energy to do more knowing that we have taken the right step in the right direction,” she said.
On the ADVAN awards, the Hayat Marketing Manager stated that ADVAN awards is unarguable one of the most credible awards used to celebrate the Marketing professionals for their hard work through the year under review.
Based on this, Abaraonye said “I will say what we did right was putting the square pegs in square holes basically. We got real insights about our consumers and we ensured we met the needs and bridged the identified gaps. This way MOLFIX delivered satisfaction to its consumers while living out the brand promise of keeping our Mums and babies happy today and happy tomorrow. The team challenged convention with well thought out strategies and tactics. Overall, the success was borne out of focus, diligence and hardwork.”
The brand also enjoyed a greater success at Marketing Edge Awards early in the year. According to the editorial and awards board of Marketing Edge, MOLFIX emerged as a unique brand which entered the segment with innovation which has enabled it give a very strong fight to erstwhile segment leader brands.
Innovatively, its route to market through all retail channels in both rural and urban areas is a first-of-its-kind. “Consumer and trade awareness ofMOLFIX is very high, she said, adding that “despite its young age in the market, the brand profile shot up almost immediately it entered the market and has consistently soared, till date.”
According to her, MOLFIX’s packaging, marketing campaigns and grand entry into the Nigerian market were boldly stamped with marks of Innovativeness. As a result of MOLFIX’s performance, the panel concluded that it was compelling, hence, making the competition to re-think and re-jig their strategies.”
Conclusively, she said, MOLFIX could not have recorded all the successes without its amazing partners, Mo’Babies, Mo’mums and Mo’Dads.
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