Officials of Nestlé Ghana Limited spent time with about 400 of their customers and wholesalers from various markets in the Greater Accra Region.
The interactive event, dubbed the ‘Maggi Mammies Engagement’, gave officials of Nestlé and their customers, affectionately called Maggi Mammies, the opportunity to share ideas on Nestlé’s Maggi bouillon cubes and how they could improve the products and their sales numbers in the Ghanaian market.
It was also an opportunity for Nestlé to introduce their upcoming sales promotion to these women, who were drawn from all the major markets in Accra, and to determine what appropriate awards would be for them.
They also received feedback on the sales of the products and how they could make them more affordable for consumers.
According to the traders, they now require more capital to engage in the trade, and this is ultimately affecting sales.
Category Manager at Nestlé Culinary, Mark Okyere-Mensah, explained that Nestlé sees the Maggi Mammies as very key to ensuring that the Maggi message is passed on to consumers, hence the need to interact with them ahead of the launch of the loyalty programme, so they are clear in their minds about what they stand to gain from Nestlé.
The loyalty programme is set to run from April to June and will culminate in an award ceremony for the Mammies who would have made the biggest purchases of Maggi products — Maggi Shrimp and Maggi Dɛdɛɛdɛ.
He explained that these awards will be given based on the suggestions provided by the Mammies who were at Thursday’s event.
Head of the Commercial Development Team at Nestlé Ghana, Agyemang Duah, declared that Maggi, which for years was the go-to brand and market leader, “is coming back, and coming back bigger and stronger than before.”
He explained that due to supply chain challenges, Maggi lost some of its market share, but “because we want to come back, we want to really engage with shoppers and consumers to ensure that they pick Maggi, so we regain our market leadership.”
To address the supply chain challenges that had impeded their business, he explained that Nestlé now produces Maggi locally, thus ensuring regular stock for local demand.
Duah said, “I can assure everybody that when it comes to supply, we have 100 per cent availability — much better than what we had a few years ago.”
By SELORM GBORBIDZI, Accra
