Pacific Cement’s branded cement project proves a hit

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Fiji/Vanuatu: Pacific Cement Limited, a Fijian Holding Group company that was formerly known as Fiji Industries Limited, has labelled its branded cement project a success. For the past 12 months Pacific Cement has been making cement for home brands, whereby customers select the brand. The company's original brand, Pacific Cement, has been on the market for more than 40 years. However, the emerging market trend is that distributors wish to have their own cement brand.

"We started with our distributor in Port Vila, Vanuatu," said Pacific Cement Limited's acting general manager, Sonni Dutt. "The distributor requested cement under his own brand and we supplied it. After 12 months, the response has been extremely good and exports from Fiji under the new brand have increased. The biggest advantage under this business model is that we don't need to do any marketing."

Pacific Cement has also commenced the same process in Fiji, with two key distributors requesting cement under their own brand. "We are trying to get more customers and we are in fact expecting a few more to come on board," said Dutt. "So that has become a loyalty between the supplier and the customer and presents a win-win situation for both parties."

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