PZ Cussons boss tasks brand owners to deliver value to consumers
Managing Director, Family Care PZ Cussons, Mr. Alex Goma has tasked brand owners and manufacturers of goods and services on the need to adequately provide value for their numerous customers through their products and services.
While delivering a lecture on the theme ‘Marketing, key to Nigerian economic rebirth’, at the Mike Agbakoba’s Memorial Lecture organized by the National Institute of Marketing of Nigeria (NIMN) in Lagos, Goma stressed that value resides in brands and could be offered as both tangible and emotional values.
He noted that many professional in the Integrated Marketing Communications (IMC) industry are mistaking marketing for advertising, adding that marketing is all about creating values and giving consumers value for their money.
According to him, delivering values to the consumers cut across every sphere including the government. He added that the reason why most Nigerians are not willing to pay taxes is because the government is not giving them the value of good roads, electricity and all the other necessities of life that would make life comfortable for them.
“Creating value is the key to winning customers in the marketplace. People buy value which is translated in products or services. Rather than thinking of marketing as a function, see it as a strategy of government or companies to ensure that value is created for their consumers,” the PZ boss admonished.
Goma, however, stressed that for Nigeria to succeed as a country, it must build mega brands and support the indigenous manufacturers. He emphasized the need for government to create an enabling environment for businesses to thrive as that would be an avenue for them to create good value to their consumers.
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