Nigeria: Over the weekend of 12-13 August 2017 Dangote Cement gave out prizes totalling US$1.3m to its distributors and customers in its on-going Dangote Retailers Bonanza – Season 2. 10 ‘Star Winner’ retailers from the company's West region claimed their prizes. Some went home with 1200 bags of cement and a 40ft container and others won 600 bags and a 20ft container.
The process of awarding the prizes involved moving cement directly to traders, which, according to Dangote Cement, had the desired effect of raising interest among other cement traders.
Funmi Sanni, the West Regional Sales Director, said the decision to take the products to the retailers in their respective place of trade was to prove that the bonanza was real. She explained that the management designed the bonanza to reward its loyal retailers and help them shore up their businesses, saying this is why it has also included containers in the winning package.