N
ational Institute of Marketing of Nigeria has assessed the already low level of Ease of Doing business in Nigeria and believes that the hostile engagement by National Lottery Regulatory Commission, NLRC with some corporate organisations can compound the situation and dissuade investors from Nigeria.
The Institute said the Commission has been engaging corporate organisations demanding for payment
of certain percentage of their budgets on consumer and sales promotion to the commission because of the Commission’s understanding that consumer and sales promotions are in relation to its roles in the management of lotteries in Nigeria.
According to the Institute, nowhere else in the world are consumer and sales promotions defined and classified as lottery. It clarified that consumer and sales promotions are recognised globally as integral part of the marketing function designed to offer additional incentives of a temporary nature to consumers.
It therefore said that “the harassment of our corporate members by the Commission is not helping the nation’s business environment; particularly now that the federal government is promoting the ‘ease of doing business’ campaign to ensure that Nigeria is the preferred destination for investors”.
Stating the Institute’s position at its fellows forum in Lagos recently, its President Tony Agenmonmen said NIMN has examined the regulations setting up the Commission and believes that it was patently clear that it was set up to regulate the activities of companies that have been established for the sole purpose of lotteries . “Our corporate member companies are not established for lottery purposes and their memorandum and Articles of Association do not cover such activities”
He said the marketing and investment world is watching the drama being enacted by NRLC in shutting down a very serious and responsible organisation like Nigerian Breweries that has been doing business in Nigeria for over 70 years.
The body therefore implored the Vice President and Minister of trade and investment to call NRLC to order before the Commission creates negative image for the achievement in the ease of doing business in Nigeria.
Also speaking at the forum, Chris Ogbechie, immediate past chairman, Board of Directors, Diamond Bank Plc underscored the turbulent environment occasioned by changing consumer needs and expectations and therefore said marketers need to understand this and adjust accordingly.
“Even where consumer disposable income is dropping, can marketers give them what they can afford to pay. That affordability becomes important. If consumers don’t buy, that means manufacturers are not selling. If consumers are not buying what we are selling now, what else can we produce for them”
Ogbechie who is also on the board of other private and public companies including Red Star Express Plc and National Salt Company of Nigeria Plc further challenged marketers and manufacturers to be more creative and innovative to give consumers what they can afford. For instance, a consumer does not need a cow to drink milk, therefore a marketer can give consumers milk without compelling them to buy cow.
On what is limiting marketers to move ahead, Ogbechie said it depends on creativity to achieve a reasonable course. “The bottom line is that if a marketer cannot get customers to buy his products, then the creativity is not working. For instance, how come many people are not buying insurance products, if you make insurance simple, build trust, then there will be market”
He said what grows any business are customers and if marketers cannot bring customers to buy the products, then the business will not grow. The rule therefore is how to understand the customer and serve him or her.
Daniel Obi
