IDL strengthening relationship with trade partners

Brand loyalty can only be guaranteed through understanding of the consumer and deploring of reward system to satisfy customers’ expectations, GBENGA SALAU writes.

Globally, customer reward and promotions have been identified as marketing strategies to reinforce existing relationships between organisations and customers who are global citizens resident in a locality. The primary reason is to ensure brand loyalty and generate profit.
Deployment of these strategies by organisations is with the understanding that consumer loyalty is pre-requisite for success in a highly competitive environment like the Nigerian market. But more important to customer reward and promotion is the drive of value and trust.

Many organisations, especially in the manufacturing and fast-moving consumer goods sectors have gone beyond advertising and promotions in their desire to consolidate market leadership. For the players in the wine and spirit market, who have many competitions and government’s policies to contend with, there is an increasing need to maintain a chummy relationship with both their trade partners and the public.  

Trade partners reward, re-launch
 Though an annual tradition for the management of the Intercontinental Distillers Limited (IDL) to set a day aside to celebrate and reward its trade partners, the event of Friday, November 8, 2024, was conceived to achieve two things. One, it was an opportunity for the management to appreciate trade partners who stood by them while the debate over ban of sachet drinks lasted. The other reason is to fulfil the annual tradition of rewarding the distributors for the company’s success in the year under review.
 
The event also featured the relaunch of one of its prominent brands, Commodore Original Aromatic Schnapps – “The Spirit of Answered Prayers.”The ceremony was attended by His Royal Majesty, Oba Alayeluwa Abdul-Kabir Adewale Shotobi, The Ayangburen of Ikorodu Kingdom, who led a prayer session in Yoruba, praying for the business with the rebranded Commodore Schnapps. In his opening remarks, IDL Managing Director, Patrick Anegbe expressed his gratitude to the distributors, acknowledging their significant role in IDL’s accomplishments despite challenging business conditions.
 
Anegbe stated, “Today, we gather to celebrate and honor our distributors, who have played a pivotal role in our success over the years. Your unwavering loyalty and commitment have been instrumental in driving our business forward. We are truly grateful for the trust you have placed in us, and we remain dedicated to providing you with the highest level of service.”
 
Outstanding distributors were awarded cash prizes and gifts. Anegbe also noted the increasingly difficult business climate, sharing the challenges faced by IDL and the manufacturing industry throughout the year 2023. He cited rising material costs, increased electricity tariffs, and high diesel prices, along with the burden of multiple taxes, levies, and inadequate infrastructure that complicate logistics across Nigeria.

The event, themed “The Spirit of Answered Prayers”, was a subtle way of getting feedback from the public and this was achieved as trade partners spoke glowingly of how their relationship with IDL has grown their businesses.

The high point of the ceremony was when Oba Shotobi rendered the traditional blessing for the reintroduced drink in Yoruba to make market success. Managing Director, IDL, Patrick Anegbe, thanked the distributors for their exceptional role in helping the company achieve greater heights.
 
Anegbe said the event was a testament to the amazing partnership the company had with the distributors leading to outstanding achievement despite unfavorable business environments.

Anegbe said “Today, we gather to celebrate our honour to the exceptional institution of our distributors, who had played a pivotal role in the success of our company in the past years. Your unwavering loyalty and commitment has been instrumental to the driving of our business forward. We are truly grateful for the trust that you have placed in us, and we remain dedicated to providing you with the highest level of service.”