THESE DAYS, technology has increased the proliferaton of brands in various categories and in the process, making it possible for new market entrants to compete at national and global levels as they can replicate global quality with some guidance. Functional attributes are therefore narrowing.
The result of the foregoing is that the factory is no longer where the battle for market share is crystallised. The perceptual minds of consumers are the new war zones for market dominance and share. Positioning, perception management, association and imagery have become veritable tools in the battle for the minds of the consumers whose taste orientations and purchasing habits are becoming increasingly global and borderless.
So it becomes imperative to protect one’s local markets by winning the minds of consumers. This is the conceptual framework of Cee Cee Soludo’s Buy and Use Made-in-Anambra product model. Wherever he goes, he sets the example by wearing the beautiful, stylist, comfortable and durable shoes made in Ogbunike in Oyi Local Government, Anambra State, South East Nigeria. Definitely, he will go to his inauguration on March 17, 2022 with the made-in-Ogbunike shoes. Oh yes, you can take that statement to the bank.
Soludo is igniting the battle for the Ogbunike shoemakers in order to carve a good slice of the global footwear market currently put at 565.5 Billion US dollars. This is not a pie in the sky. Admittedly, the market is dominated by Italian, Japanese, Spainard and American shoemakers, but current global trend for customization has created openings for our Ogbunike shoemakers for market penetration, especially with Soludo leading the battle for the minds of consumers. Obviously, this is not the whole story. Now, let us give you the reason to believe and buy the OGBUNIKE-made shoes for formal or casual uses just like Soludo is doing, with his identification spiking demand.
Clem Chukwuka is the Managing Director of Anambra State Small Business Agency that oversees the state-of-the-art facilities for shoemaking in Ogbunike. Clem comes across as a transformational leader always on the prowl for openings for his products. He says that his machines are the same like the ones Italian shoemakers use. He confirms that his people have been exposed to global best practices in the industry. Clem is proud that his people make “damn good shoes” fit for the consumers who now see shoes beyond their protective functions but as expressions of personal identity. Going forward, Clem and his people need to fiercely and boldly build many winning brands from their Ogbunike shoe wonders which for now are excellent commodities.
And with Soludo as an informal Chief Marketing Officer by useage, the Ogbunike, Anambra-made shoes could define the reputation of Anambra as a place where quality shoes come from. The market is huge and projected globally to grow at 24% in the next five years. The rub- offs of this on other Anambra product offerings can only be imagined. A trial, as they say, will convince you.
© Joe C Anatune
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