Dangote Marketing

Topics: Cement, Politics of Nigeria, Nigeria Pages: 4 (1202 words) Published: May 15, 2012
Dangote Cement Plc is part of the Dangote Group. Dangote Cement Plc was initially incorporated as Obajana Cement Plc on 4th November 1992 by the Kogi State Government to operate plants for the preparation, manufacture, control, research and distribution of cement and related products. In 2002, Dangote Industries Limited (DIL) bought over Obajana Cement Plc from Kogi State Government and commenced the construction of the Company’s first cement production plant in 2004. Additionally, Dangote Cement took over the Benue Cement Company Plc in 2004 (as core investor under a privatisation programme). In 2007, the company commissioned its production plant in Obajana, Kogi State. The Obajana Cement Plant currently has a capacity of producing 5 million tonnes of cement per annum, and is expected to increase to about 10 million tonnes per annum by the end of 2012. The plant at Obajana is the largest cement production plant in Sub-Saharan Africa. Dangote Cement Plc operates four cement manufacturing plants in Nigeria; and has the largest Greenfield cement processing plant in Africa. Plans for construction of other plants are underway to expand the company and in turn expand the group’s export programme. Dangote Cement Plc has the largest market share of about 80% in the Nigerian cement industry. Due to its long heritage, its native ownership, its good quality and recommendation in the market, Dangote Cement has grown its market share steadily over time. Government policies regarding the industry have also been advantageous to the company. For instance, in line with the Nigerian government’s directive on self-sufficiency in cement, Dangote cement has created that capacity to replace the gap in cement supply that used to be sustained by massive importation of cement.

Marketing Philosophy
In line with the company’s resolve to improve the quality of the lives of Nigerians by providing the basic needs of its people and its commitment to...
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