Mortein LED revs up new marketing strategy to protect market share



Some trends have emerged that compel brand owners to run on the innovation higher way so they can continue to raise and maintain their communities of brand loyalists. This is because factors such as globalisation, technology, increased consumer awareness and low purchasing power of the consumers are combining forces to make the consumers think twice before parting with a fraction of their hard earned income. Organisations too have a need to innovate their processes and management in order to drive down costs and improve efficiency and productivity.
In keeping with its commitment to innovation and making life easier for the consumers in Nigeria, RB West Africa has launched Mortein Liquid Electric Device (LED) in Port Harcourt, South-south Nigeria to improve the health of residents in the geo-political zone.
Speaking at the product re-launch which was attended by Mortein trade teams, sales agents and customers, the Marketing Director, RB West Africa, Silivrili Oguzhan, said Mortein LED works with electricity and lasts up to 30 nights, killing 100% mosquitoes.
He said the re-launch was informed by the need to provide a more convenient way for Nigerians to stem the high prevalence of malaria in the country and Africa generally. Describing the situation as “unacceptable’’, he said, ‘‘Malaria is responsible for 60 percent of outpatient visits to health facilities, 30 percent of childhood deaths, 25 percent of deaths in children under one year and 11 percent of maternal deaths.”
Oguzhan, who was represented by the Brand Manager, Mortein, Iku Ejiroghene, affirmed RB’s commitment to the elimination of malaria in the country while optimistic that effective collaboration and implementation of targeted initiatives could make this achievable.
According to him, “Malaria can be eliminated in Nigeria which is the reason RB Nigeria is taking the lead. We have made strategic partnerships with the National Malaria Elimination Programme (NMEP), the lead agency of the Federal Ministry of Health on the elimination of malaria and other relevant government bodies. Through these partnerships, we have reached over one million mums by engaging, sensitising and educating them through our Primary Health Centre programmes.”
He said further that the company launched the Mortein Anti-malaria Campaign in 2012 to increase awareness of the negative impact which malaria cause on individuals, families and country as well as to sensitise the populace on the appropriate measures to combat malaria.

Oguzhan assured that RB Nigeria would continue to upscale its commitment to assist many more Nigerians live healthier. “This philosophy informed the re-launch of Mortein LED which provides 30 nights of all-round continuous protection for a peaceful night sleep. The new Mortein LED, which comes in a skillet pack, is equally effective and will replace the old Mortein LED which takes the form of a blister pack’’, he disclosed.
In his remarks, a major distributor of RB Nigeria products and Manager, Everyday Group of Companies, Mr. William Onyejele, welcomed the new Mortein LED as another testimonial of innovation for which RB is renowned.
“We have been a part of the RB Nigeria family for years, and we are delighted to welcome the latest addition of innovation and value that they have brought to the consumers. The market is ready to accept the new Mortein LED and we are rest assured that with Mortein LED, we can collectively win the fight against mosquitoes and malaria”, he declared