Cimenterie de Lukala (CILU)

Cementing Market Leadership in DRC

About Project

Cimenterie de Lukala (CILU), a key player under the HEIDELBERG Cement Group and a frontrunner in the global cement industry, has entered a commercial partnership with Notis Africa MFGroup to expand its distribution network in the Democratic Republic of Congo. This strategic collaboration aimed at enhancing CILU’s market presence and navigating competitive sectors by leveraging Notis Africa’s expertise in mass distribution and deep market penetration.

Our Role

  • Ensuring widespread distribution of CILU’s cement products across DRC, reaching even the most remote areas
  • Implementing a brand ambassador strategy to effectively recruit and engage wholesalers
  • Establishing a loyalty program for wholesalers, rewarding them for meeting or exceeding monthly targets

+20%

Market Share Growth

Achieved in previously untapped sectors, amidst stiff competition.

170+

New Wholesaler Partnerships

Formed as a result of the brand ambassador strategy.

45%

Increased Wholesaler Loyalty

With a significant rise in repeat business following the introduction of the loyalty program.

    • Notis Africa’s partnership with CILU has resulted in CILU increasing its market share in highly competitive areas. The collaboration with Notis Africa MFGroup was a major turning point, helping this company overcome these competitive obstacles and strengthen its market presence.

    Notis Africa’s strategic approach to distribution has facilitated the penetration of CILU products in a sector where competition had previously limited its growth.

    The innovative brand ambassador strategy and loyalty program implemented by Notis Africa not only expanded the distribution network but also fostered long-term relationships with wholesalers, improving brand loyalty and ensuring sustained growth.

    This success of the partnership is demonstrated by the power of strategic collaboration that has met the challenges of the market and ensured a leading position in areas with strong competition. Through Notis Africa’s distribution network and market strategies, the cement company CILU has strengthened its status as a key player in the cement industry in the DRC, contributing to infrastructure development and economic growth in the country.

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