Marketing 101 (The Consumer Disposition Funnel) – Roy Ekekwe Head of Personal Care Category, Africa

Imperial Leather, a luxury beauty and healthcare brand, manufactured by PZ Cussons and present in more than 13 countries played host to  Dare2Dream and treated the young talents to a fun learning and interactive session in this Masterclass on marketing anchored by Roy Ekekwe, The Head of Personal Care Category, Africa who spoke to the dreamers on marketing and how to understand the consumer.

“The consumer disposition funnel is made up of different levels”, he started.  ” Awareness, Consideration, Preference, Purchase, Loyalty, Advocacy. These levels are what your brand passes through in the mind of your consumers”. He went on to say that for one’s product to get to the point where their consumers are loyal to them, the brand has to constantly innovate and evolve.

He also spoke about the history of Imperial Leather saying, “Imperial Leather’s unique fragrance was inspired by the Russians”. He emphasized that the Russian heritage passed down, was anchored strongly on fragrance.

Don’t miss the next Masterclass containing more secrets of success. Anticipate the next masterclass to be taken by Ayodele Ayodeji, The Head Of Channel Marketing PZ Cussons.
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Director : Marcello Pastonesi