Meet MARKETING EDGE 2021 Awards’ sponsor – Molfix
Molfix Nigeria, launched as the flagship brand of Hayat Kimya into the Nigerian market in 2015, has recorded some giant strides within its ten years of operation in the market. In spite of the tightly-contested market space, it has gradually reached the top ladder in its positioning as the number one brand within the diaper category.
Right from the get-go, the company has demonstrated a high understanding of the diaper market in Nigeria and real insights about the consumers. Molfix was able to meet the needs of the customers and bridge the identified gaps through quality, innovation and execution.
With its unique packaging, marketing campaigns and grand entry into the Nigerian child-care product market, especially the Funke Akindele-Bello as it’s first-ever brand ambassador and practical steps at bettering the lives of Nigerian mothers, Molfix has been able to make a huge connect ion with Mothers by empowering them through various campaigns like the “Happy Mums, Happy Families” CSR campaign, the brand has successfully demonstrated its love for the comfort of mother and child and promoting the bond between them. This way MOLFIX delivered satisfaction to its consumers while living out the brand promise of keeping Mums and babies happy today and happy tomorrow.
Amidst the highly cluttered and highly competitive environment, Molfix defied all odds and played against the already established brands in the category leading to its recognition of hard work and excellence with awards of different categories by different companies. Today, it is proud to have acquired a collection of laurels on its shelves. These include: Marketing Edge Innovative brand of the year, 2018, Global Most Leading Premium Quality Baby Diaper Brand of the Year, 2018, World Quality Alliance, 2019, Brand of the Year, Brandcom Awards, 2019, Diaper brand of the Year, Brandcom Awards, 2019, Brand of the Year , ADVAN Awards, 2019, Experiential Marketing Winner, ADVAN Awards, 2019, CSR category winner at ADVAN Awards, 2019 and Digital Marketing runner up at ADVAN Awards, 2019.
Molfix emerged as a unique brand by charting its path into the segment with innovation. This 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 of MOLFIX is very high, despite its young age in the market; the brand’s profile grew exponentially and has consistently soared till date.
The baby diaper brand is a product of Hayat Kimya, whose journey started in the fast moving consumer goods (FMCG) industry in 1987 as manufacturer of goods in hygiene, tissue and home care categories offering well-established brands such as BINGO (detergents and home cleaning), Molped (feminine care), Papia, Familia, Focus & Teno (cleansing tissues) as well as Joly and Evony (adult diaper). The company’s brands are favourites of consumers in more than 100 countries across five continents.
Hayat Kimya is a strong establishment in the regions in which it operates, with approximately 14,000 employees and their 22 manufacturing sites, a S$3 billion revenue, and S$4 billion in assets. Headquartered in Turkey, Hayat Kimya manufactures in Turkey, Egypt, Algeria, Iran, Bulgaria, Romania, Bosnia Herzegovinia and Russia. The company manufactures its products in 14 plants and continues its international investments.
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