BASSETERRE, St. Kitts – STAFF of Food Centre Ltd. and Ministry of Industry and Consumer Affairs have embarked on an aggressive marketing campaign at the centre of which is the recently launched Bonlé evaporated milk.
Just days ago it was announced to the nation that that brand of evaporated milk would replace Carnation evaporated milk as the price-regulated dairy product offered by the Government’s Supply Office.
While speaking at the press conference to launch the product, Director of Consumer Affairs Howard Richardson outlined the marketing strategy that the entities have employed to promote Bonlé.
“Ministry of Industry, Consumer Affairs, under the guidance and wisdom of Her Excellency Ambassador Rosalyn Hazelle, (has) hosted several meetings with stakeholders including the staff of Food Centre Ltd. to formulate a marketing strategy. Gloria S. A. and Food Centre Ltd. provided the majority of the financial resources to implement the strategy while the Ministry had provided the manpower. So, over time, we have been working on this strategy.”
Richardson explained that the marketing strategy comprises “a number of elements including interfacing with the media” and the mounting of banners in strategic areas. He also noted that a major element of the campaign is the erection of sampling stations around the island from which persons may taste and provide feedback on the quality of the product.
Product sampling commenced last week and, according to Richardson, it is scheduled to end today (Aug. 16).
The Consumer Affairs Director indicated that according to the feedback he has received, Bonlé evaporated milk is of a superior quality to Carnation evaporated milk.
“We want the public to feel free to sample the milk. I know that there might have been some cultural rigidity in terms of changing the milk at this time, but, as you could see, the milk is very good and I have been encouraged by persons who have come over to me and telling me that basically, this milk is a better milk than Carnation in terms of its taste and its composition. It’s nice and thick and creamy.”
Whatever criticisms and compliments gathered, Richardson explained, “We are going to take (them) back…and we will are going to use that to see whether or not we should put more effort into marketing or just try and see if we could continue with our efforts.”
