It’s fake news: ​Dangote Cement denies price reduction through sales promo

A man drops a bag of Dangote cement while offloading a truck in Abuja, Nigeria May 11, 2021. REUTERS/Afolabi Sotunde

By Gideon Maxwell

The Management of Dangote Cement Plc has refuted claims circulated by some online platforms that it has reduced the prices of its cement on sales promotion which caused it to adjust its prices.

Describing the circulated information as false, in its response to the misleading memo, the Group Chief Branding and Communications Officer, Dangote Industries Limited (DIL), Anthony Chiejina, said the reports were mischievous, malicious and false.

He informed that to deal with the libelers, the Management has formally notified the law enforcement agents to track down, name, and shame the perpetrators of this devious and deceptive information.

While urging Dangote’s Cement customers and other stakeholders to continue to patronise the high-quality cement brand and be careful of scammers, who are bent on defrauding them of their funds, he charged that “no decision has been taken on any Cement Promo for the year 2022 by Dangote Cement Plc.”

Recalled the Chairman of BUA Cement, Abdul Samad Rabiu, who recently met with President Bola Tinubu, promised to review the price of the product.

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Subsequently, BUA Cement Plc, a close competitor with Dangote Cement in the cement market on October 1, 2023, announced the reduction of the price of its cement product to N3,500 per bag starting from Monday, October 2, 2023.

The BUA Management further informed that the price reduction was in line with its commitment to spur development in the “building materials and infrastructural sectors.”

Dangote Cement’s statement denying the price reduction reads in part: “Our attention has been drawn to some recent reports tagged ‘2022 DANGOTE CEMENT PROMO START’ purportedly published on the front pages of some national dailies.

“We want to categorically state that these PROMO stories and pictures, which were super-imposed (photoshopped) on the front pages of the identified newspaper publications, are FALSE and meant to mislead unsuspecting members of the public. IT IS A SCAM!!

“No decision has been taken on any Cement Promo for the year 2022 by Dangote Cement Plc, and where such is done, there is a strict procedure to convey such an important marketing decision to the regulatory authorities, our numerous customers and the public across the country.

“The public is hereby advised to disregard and totally ignore these fake promo advert images, to avoid losing their funds to fraudsters.

“We remain committed to our consumers across all our business operations and we are always willing to carry our customers along at every step and in every market decision. To us, the customer is king and this has not changed.”