MOLFIX, from the stable of Hayat Kimya Nigeria, is three.
Over the years, it has made its footprint known in the market. For example, at the Advertisers Association of Nigeria Marketing Excellence Awards in Lagos, it won the Brand of the Year Award, and came second with its first-ever corporate social responsibility (CSR) “HAPPY MUMS, HAPPY FAMILIES” CSR campaign.
Its Marketing Manager Mrs. Roseline Abaraonye, said: “Amid the highly cluttered and competitive environment, MOLFIX defied all odds and played against the already established brands in the category. The brand kept growing until it took over the diaper market. Within these three years, MOLFIX has won multiple awards based on quality, innovation and execution.”
On the firm’s CSR’s intiative Mrs. Abaraonye said: “Hayat Kimya, as a global organisation, is a firm believer in giving back to the society. Hence, in Nigeria, we identified the fact that unemployment is a key issue.
“In addition to the fact that a lot of women have become the bread winners of their families, the brand thought it wise to empower our mums and enable them earn a living through the brand. As a result, the brand launched the “HAPPY MUMS, HAPPY FAMILIES” CSR campaign. With our first ever award entry on CSR, MOLFIX came second amid all the established brands that have been doing this for many years. This has refuelled our energy to do more knowing that we have taken the right step in the right direction.’’
On the ADVAN awards, the Marketing Manager stated that ADVAN awards is one of the most credible awards for celebrating the marketing professionals for their hard work.
Mrs Abaraonye said: “I will say what we did right was putting the square pegs in square holes. We got real insights about our consumers and we ensured we met the needs and bridged the identified gaps. This way, MOLFIX delivered satisfaction to its consumers while living out the brand promise of keeping our mums and babies happy. The team challenged convention with well-thought out strategies and tactics. Overall, the success was borne out of focus, diligence and hardwork.”
The brand also enjoyed a greater success at Marketing Edge Awards early in the year. According to the awards board, MOLFIX emerged as a unique brand.
“Consumer and trade awareness of MOLFIX is very high, she said, adding: “Despite its young age in the market, the brand profile shot up.”
According to her, MOLFIX’s packaging, marketing campaigns and grand entry into the market were stamped with marks of innovativeness. As a result of MOLFIX’s performance, the panel concluded that it was compelling, hence, making the competition to re-think and re-jig their strategies.”
She said, MOLFIX could not have recorded all the successes without its amazing partners, Mo’Babies, Mo’mums and Mo’Dads.