A brand is more than a name, mark, logo, icons or catch phrase. It is a promise, and successful brands deliver on their promises. They tell consumers what value they add through their products/services and deliver to the expectation of their customers. It is by delivering on the promises that they create value.
In his book, How to Build an Enduring Brand Like a Boss, Christopher Jan Benitez noted: “If you want to build a successful business, you first have to build a strong brand. An awesome product at a competitive price is great and needed, but those two things alone won’t get you the sales you need to be a profitable business for the long haul – but a strong brand will.”
Building a lasting brand has been the major challenge of business organisations in Nigeria, considering the highly competitive business environment in which they operate. However, some brands are synonymous with the business narrative and economic growth of the country. Undoubtedly, these brands have transcended their products or services categories to become part of the popular culture. They have become iconic, by setting themselves apart from others, and continue to inspire an enduring affection among the populace.
Therefore, in spite of palpable daunting challenges, there brands have shown tremendous leadership in their sectors, across corporate Nigeria, and have earned sufficient brand equity.
In this report, The Guardian celebrates excellence of four indigenous brands that have endeared itself to Nigerians, and has thus earned an impressive followership. These are Mandilas Group; First Generation Mortgage Bank; and MacTay Consulting; Leadway Pensure PFA.
MANDILAS GROUP: Resilient, Iconic, Innovative and Integrity-Driven Nigerian Brand
Mandilas Group is an iconic Nigerian brand founded by John Basil Mandilas. Through foresight, what started as a cocoa trading business, metamorphized into a conglomerate on the 12th of May 1950. Integrity was a matter of precedent set by our founder and is the reason every product and service rendered by Mandilas Group remain unparalleled in excellence and quality.
Mandilas Nigeria presently operates two distinct Divisions namely Mobility and Cooling Divisions. We have fostered partnerships with some of the most successful global brands, namely Volkswagen, Nissan, Electrolux, Peugeot, Carrier, Toyota, to name a few. Through these partnerships, we have been involved in introducing some of the best products in the world to Nigeria today
Mandilas has presence in five of the six geopolitical zones in Nigeria including the seat of power. The three major cities that command the most demand for new cars – Abuja, Port Harcourt and Lagos enjoy significant Mandilas presence. All commercial/business hubs across the country is accessible to Mandilas due to proximity and strategic placements of business in key locations
More insight into the Mandilas Group brand’s success story
Mandilas Group has always been a part of the rich tapestry of Nigeria’s business landscape, and this recognition is a testament to our remarkable journey, our unwavering commitment to excellence, and the economic impact we have made on the nation.
Founded with a vision to deliver unparalleled products and services, we have consistently and efficiently revitalized our business to respond to the ever-changing market dynamics and consumer needs for 72 years. Our success story is a remarkable narrative of resilience, innovation, and a steadfast dedication to customer satisfaction.
Unique attributes, target audience, selling propositions
We carved a niche for ourselves by sustaining certain attributes that distinguished us for over 70 years in the Nigerian economy, which include Targeted Approach. That is, with a keen understanding of the Nigerian market, we cater to diverse sectors, including Manufacturing, Banking, Oil Servicing, Agriculture and Construction, to name a few. Our ability to tailor offerings to meet the unique needs of each sector is what sets us apart.
Another one is Uncompromising Quality. At the heart of our success lies an unwavering commitment to quality. We have earned a reputation for delivering products and services that adhere to the highest industry standards, and that is why we have partnered with two global leaders: Carrier® and Toyota in the cooling and automobile industries respectively. Who are known for delivering quality and style at their zenith.
In terms of Adaptation, we refer to a dynamic marketplace, our ability to embrace new technologies and adapt to changing industry trends has ensured our continued relevance. This is the testament to our resilience and relevance in a very volatile and often harsh macro-economic condition for more than seven decades.
Lastly, we talk about Innovative Impact: Mandilas Group’s innovative approach to business has reverberated throughout the industry. By introducing groundbreaking technologies, such as the R-410 and R-31 energy-efficient cooling refrigerants and our holistic mobility solutions, we have not only transformed our operations but has also inspired positive change across the sector.
Mandilas Group’s Innovations
Understanding the importance of refrigeration and air conditioning to Nigerian businesses and homes, we introduced Carrier® environment friendly refrigerants to support the efforts of the government, environmentalist, and global stakeholders in achieving a sustainable and greener ecosystem. This will help mitigate the effects of climate change and ensure the long-term viability of cooling technology while preserving the environment.
Certifications, Awards, Recognitions
Mandilas Group has earned a series of awards and recognitions over the years that epitomize our contribution to the industry and the nation at large. Some of our notable achievements are: Winner, Best Auto Workshop of the year (2019) -presented by Nigeria Auto Journalists Association; Winner, Best Auto Dealer -presented by The Nigeria Automotive Industry; Double Digit Growth Award -presented by Carrier®; Champion, Service Advisor Skill Contest -presented by Toyota (Nigeria) Limited
With each honor, we reinforce our position as the trusted provider of innovative lifestyle solutions.
How dedication to empowering people, organizations, makes MacTay Nigeria’s premier management consulting firm, by Rotimi
MacTay is Nigeria’s foremost indigenous human resource management consulting firm. With a distinguished 40-year track record, the company has driven transformative change for clients through pragmatic human performance-improvement solutions.
Given the evolution of the Nigerian labour market, the company has created sustainable social and economic value for leading Nigerian and multinational organizations, leveraging industry-leading best practices to offer exceptional HR advisory and business solutions.
In this chat with The Guardian, Mrs. Elizabeth Rotimi, Managing Director MacTay gives insight into what makes MacTay outstanding and relevant as a brand in its over 40 years of existence. Excerpts …
The beginning
MacTay was born from a desire to embrace challenges and opportunities in organizations that were often overlooked by others. MacTay boasts a history spanning over four decades. We had more than two years of active operation before formal registration.
At its inception, the company was started by my husband, Mr. Tayo Rotimi, a dedicated lecturer. It is worth noting that during that era, Nigeria lacked indigenous HR consulting firms. The predominant players in the market were multinational corporations like Texaco, Total, and banks with government affiliations.
Our pivotal moment came when we recognized a recurring pattern. Organizations such as NEPA and NPA, when faced with HR challenges, often turned to expatriates for assistance. These expatriates, in turn, sought educators who could facilitate the integration of local expertise and content into their operations, recognizing the significance of indigenous knowledge. This cycle continued for several years until we decided to establish a formal organization capable of competing with these experts.
Upon MacTay’s official registration as a company, we found ourselves in competition with similar entities that were also sourcing expatriate services. It was undoubtedly a challenging journey, however, a few visionary companies saw our potential and offered guidance and support.
We discovered that there were firms willing to back us, particularly individuals like John Oates from that era. Before John Oates would bring in expatriates, it had to be for something MacTay could not readily handle. Recognizing our limitations, we partnered with TACK, now trading as TACK-TMI following its acquisition of TMI.
TACK was founded in the 1930s by two brothers, George and Alfred Tack, who hailed from Israel but grew up in Great Britain. TACK has over 100 years of experience and boasts a presence in 80 countries.
Over the past four decades, our portfolio has grown well beyond HR management consulting. Shortly after our establishment, we introduced Global Manpower Limited (GML), a subsidiary specializing in outsourcing solutions and business process outsourcing. In more recent years, we have expanded our service offerings to include contact center solutions and background verification.
Furthermore, our learning and development programs are designed to equip both organizations and professionals with essential technical, analytical, business, and soft skills crucial for thriving in the modern workforce. Our Learning Management System (LMS) allows learners to access training at their convenience. This year alone, we have trained over 2000 delegates and facilitated over 2500 employees in taking proctored assessments via our platform.
But our commitment does not stop there; we are also leading the charge in digital transformation. One notable example is MacJobs, our innovative recruitment platform. Leveraging the latest advancement in predictive analytics, MacJobs connects businesses with skilled job seekers and freelancers, transforming the recruitment, process and enabling businesses to scale their workforce
efficiently.
Impact of MacTay’s commitment to excellence on Nigeria’s public, private sectors
Within the private sector, it is a rarity to encounter a senior executive who has not benefited from a MacTay program at some point in their career. Moreover, our impact extends into the public sector. We have partnered with the Governor Godwin Obaseki-led administration to support the realization of the MEGA Agenda in Edo State. This involved spearheading a comprehensive service-wide training on Performance Management System (PMS) for heads of Ministries, Departments, and Agencies (MDAs) within the state’s civil service.
Additionally, our footprint in the public sector includes collaboration with entities such as the Lagos State Employment Trust Fund (LSETF) and numerous other organizations, both public and private, across Nigeria, including various NGOs. These partnerships underscore our commitment to driving positive change and fostering growth in diverse sectors of the economy.
Recipe for reviving the Nigerian economy
In charting a course for the revitalization of the Nigerian economy, I believe it is imperative for the Federal Government to craft policies that foster robust private sector engagement. Such policies have the potential to unlock tremendous economic growth. Furthermore, effective policy management by the government is essential. If these policies are effectively administered, we can expect to witness a resurgence of companies that have departed from the country.
Government should also prioritize creating a business-friendly and secure environment. Achieving this involves, in part, the generation of employment opportunities. By taking these steps, we can pave the way for a revitalized and thriving Nigerian economy that benefits all its citizens.
Why excellent customer service is at the core of Leadway Pensure’s existence, by Idris
Leadway Pensure PFA Limited, with an authorized share capital of N2 billion, is one of the most capitalized pension fund administrators in Nigeria, with a long history of providing exceptional pension services and financial comfort to its clients. Over the years, the company has utilized cutting-edge technology and resources to remain at the forefront of delivering a rewarding retirement for clients through excellent returns on investment.
Mr. Lanre Idris, Managing Director/CEO of Leadway Pensure PFA, discusses the company’s commitment to value and quality services, as well as the strategies that set the company apart from other PFAs in Nigeria.
As a leading PFA in Nigeria, what are the strategies behind your operational excellence?
Our commitment to operational excellence is at the core of our business strategy and is driven by our customer-centric focus. We believe that delivering superlative customer experience, while ensuring a secure and prosperous retirement for our clients is a responsibility we take very seriously, and this commitment drives our strategic approach. Our operational excellence is based on the optimal mix of a client-first approach, knowledgeable and motivated staff, optimized processes, and advanced technology. This is continually improved by our effective feedback mechanisms.
With companies cutting costs by retrenching staff, how do you see pension remittances being affected given the current economic realities?
In light of the current economic realities, where unemployment rate is high and moving in the wrong direction, the impact on pension remittances is a matter of concern.
Employers facing harsh economic realities may be forced or unable to pay salaries as and when due hence, if at all they are able to pay, this might impact the remittance of pensions, some employers may even cut staff numbers. For us, we proactively engage our contributors and their employers once we notice a drop or cessation in the level of remittances. For employees who are unfortunately out of work for up to four months, they are encouraged to take advantage of the 25% temporal withdrawal to enable them to ride the tide until they are able to get another employment, and to resume their contributions immediately they are re-engaged so that the final pension will not be shortchanged. For employers, pension remittances are a matter of law – as long as they are paying some salary, they are required to pay a certain percentage of the salary as pension contributions for their employees. If however, they are downsizing or suspending operations, then their obligation is only on the active workers.
Going by PenCom’s approved guidelines for enrollees to access a residential mortgage by employing 25% of funds in their retirement savings account, how do you see this initiative addressing the issue of housing in Nigeria and how is Leadway Pensure playing its role in this regard?
This initiative aligns with our commitment to improving the financial well-being of our clients and contributing to the development of the nation. The ability to use a portion of retirement savings for residential mortgages empowers individuals to achieve homeownership more easily. Given the challenges of accessing affordable housing finance in Nigeria, this initiative provides a practical solution for many Nigerians who aspire to own their homes.
At Leadway Pensure, we are actively educating our clients about the option to use a portion of their retirement savings for residential mortgages. Our goal is to ensure that our clients are well informed about the benefits and processes involved.
How have you deployed digital technology towards ensuring a quality customer service experience for your customers?
At Leadway Pensure PFA, customer experience is a fundamental ethos for us, hence the deployment of digital technologies to improve our services.
We have developed intuitive and user-friendly online platforms that allow our customers to access their pension accounts, check balances, view transaction history, and perform various transactions from the comfort of their homes or offices such as requests for benefits payment. Our website and mobile app provide a seamless digital interface for account management. We offer our clients WhatsApp and Telegram self-services for their personal use and as part of our pension administration services. Leadway-Pensure Instant Service Assistant (LISA) provides instant responses to frequently asked questions and routine customer inquiries such as Balance Confirmation, Account Statement, PIN Retrieval, Update Personal Information, Enquiries, and more. This ensures quick and efficient support for common issues, freeing up our human agents to focus on more complex queries. Through data analytics and customer segmentation, we use digital tools to send personalized communication to our clients.
FIRST GENERATION MORTGAGE BANK: Providing Innovative, Affordable Home Finance Solutions, Committed To Excellent Service Delivery
Why First Generation Mortgage Bank remains one of Nigeria’s most iconic brands, by Ekechi
First Generation Mortgage Bank (FGMB) Limited is one of the leading Primary Mortgage Banks (PMBs) in Nigeria, engaged in mortgage banking, personal banking, small business banking, as well as real estate structuring, financing, and advisory. With the primary objective of providing its numerous clients with a wide range of innovative and affordable home finance solutions, FGMB prides itself on a high level of commitment and excellent service delivery.
Incorporated on October 25, 1992, FGMB was licensed by the Federal Mortgage Bank of Nigeria under the Mortgage Institution Decree No. 53 of 1989 to carry out mortgage banking in Nigeria. Currently, the bank’s total asset capital is in excess of N21 billion, and shareholder funds at over N3.2 billion. The Bank’s Corporate Head Office is located at No. 92 Emeka Anyaoku Street, Area 8, Garki, Abuja.
With a strong foundation, the bank has built trust and credibility among customers that spans several years through a long-standing presence in providing reliable mortgage services. Additionally, the bank has a personalized Mortgage Bank approach to banking, by understanding and meeting the unique needs of customers, the bank gained a reputation for reliability and attentiveness ensuring that it consistently demonstrates its commitment to customer providing innovation and tailored financial solutions to meet their specific needs. This commitment to excellent customer service has ensured the Bank stays ahead of the curve in the ever-evolving mortgage banking sector.
In its quest to ensure better service delivery while meeting the needs of 21st Century technology, the bank has implemented advanced technologies and reliable banking infrastructure that supports strong emphasis on its operations and one that demonstrates a commitment to innovation. By leveraging technology and constantly improving its processes, First Generation Mortgage Bank has been able to offer efficient and convenient services to customers. It has established various software upgrades and integrations, including migration to a more robust core banking software, internet banking and a mobile app to enable it to satisfy its increasing customer base.
FGMB strives to understand the unique customer needs and preferences by offering personalized solutions and guidance throughout the mortgage process. The bank’s dedicated team of professionals provides expert advice and support, ensuring that customers remain satisfied with services. This allows the bank to efficiently process mortgage applications, handle transactions and provide timely assistance to its customers. Moreover, the bank’s professionalism and ability to adapt to market changes were essential in establishing its enduring brand presence. By closely monitoring industry trends and adapting their strategies accordingly, the bank has consistently met the evolving needs of customers. Furthermore, First Generation Mortgage Bank has built an extensive network, collaborations and strategic partnerships with other institutions, reputable developers, builders, customers and other stakeholders and regulators alike enabling it to provide a wide range of products and services. This without doubt has enhanced its competitiveness and allowed the bank to cater to a diverse customer base.
Under the leadership of its current Managing Director/CEO, Dr. Young-Tobias Ekechi – a seasoned and vastly experienced banker with a wealth of knowledge from different sectors of the industry, the bamk has grown remarkably in the past few years. According to Dr. Ekechi, “mortgage finance is the cornerstone of housing construction” which implies that housing development is contingent largely on the availability of funds. At FGMB, we have financed mortgages for several Nigerians both at home and abroad who today are owners of decent and affordable housing, and we are not relenting.
FGMB has contributed immensely towards bridging the huge housing deficit in Nigeria by financing over 5,000 affordable homes to resident Nigerians and those in the diaspora at a single-digit interest rate of 9.9%. FGMB, in partnership with various real estate developers, has funded over 22 housing projects, which include the Efab Court, Efab Ville, Efab Verizon, Efab Queens, Efab Sunshine, Efab Lokogoma, and Efab Dynamite Estates, all in Abuja. Other projects include Edges Homes, Lubge Abuja, Ansphil Estate in Owerri, Imo State, the New Ajoda Estate in Ibadan, Oyo State, etc. It is also currently partnering with one of the biggest malls in the country, the Mall of Dubai Project in Abuja.”
FGMB has broken the monopoly held by previous mortgage banks by becoming a trailblazer in mortgage banking sector through its innovative housing financing solutions. This has earned the bank numerous notable awards and accolades, some of which include Mortgage Financier of the Year 2022 and Most Innovative Mortgage Bank 2021 at the prestigious Africa International Housing Awards. It has also won the award for Best Indigenous Mortgage Bank consecutively in 2021 and 2022 at the National Housing Fair. Other notable awards include Best PMB in West Africa 2019 (West African Innovation Awards), Most Peaceful Friendly Mortgage Bank 2021, and Most Customer Friendly Mortgage Bank 2020 (National Peace Awards), to mention a few.
The Bank’s adherence to ethical practices has also played a crucial role in establishing the bank’s iconic status. By maintaining high ethical standards and prioritizing transparency, First Generation Mortgage Bank gained the trust and loyalty of customers and with all these factors combined, has established itself as a trusted and enduring brand in Nigeria’s mortgage banking industry.
