Babajide Daniel Esq, Chief Executive Officer, Daniel Galileo Inc., a brand management consultancy outfit, is a man with tremendous faith in the Nigerian economy. With over 14 years cognate experience as a senior marketing and sales management resource person at PZ Industries Plc., where he contributed immensely to the development of marketing communications and brand strategy, Daniel, a 1982 graduate of economics from the University of Sunderland, England, and holder of a Masters Degree in marketing from the University of Strathclyde.
He has a vision to create the best one stop marketing communications solution outfit with premium quality and optimal delivery standards. He notes in this interview that with the Nigerian economy on the upward trend, it is a golden opportunity for entrepreneurs to consolidate the dividends of the new business climat
AS an entrepreneur, what’s your assessment of the Nigerian economy?
The Nigerian economy is on the upward trend. There are specific indicators which can be classified into primary and secondary categories. If you look at the level of construction that is going on in the country today, it would be clear that the economy is dictating a trend. It is taking place at two levels, the private sector and the public sector. In the private sector, there is a glaring increase in the construction industry. How do we know this? Just look at the price of cement. Even though the cement factories are not operating optimally, there is no doubting the fact that there is an upward trend in the industry. Take a look at the quarries, they are more functional and many more quarries are being opened up along the Lagos-Ibadan expressway.
Buildings are being put up everywhere. Right from Oshodi in Lagos to Abeokuta, Ogun State that used to be undeveloped, the area is now being developed. the entire national landscape is rapidly being developed. So you may ask where are people getting the money if the economy is not improving? People are earning incomes and they are building houses. It’s all thanks to the improved economy.
How can this be rationalised considering the high cost of cement?
That is a function of demand. If the economy is down, people would not have money for capital projects if they have not fed. So it is because people have money that they are putting up buildings. Go to Victoria Island and Ikorodu town in Lagos, you would discover people are not building houses for the fun of it. Most are putting up buildings to let out for rent.
Look at all the estate agents, they are building house after house to the extent that within one year of starting a project, it has taken off. This means there are so many people moving up from the lower class to the middle class and are aspiring to move to places like Ikoyi and Surulere, Lekki and Ajah in Lagos. All these point out that the economy is on the increase. They are the primary indicators.
What are the main challenges?
Of course, we’ll want to look at the challenges. We know the level of power generation is low and there are many issues about power, but even if we look at the naira itself, vis-a-vis other currencies, it is getting stronger by the day and that is the determinant that people are demanding more for naira than dollar. It is another indication that the naira is appreciating against other currencies. We are in March and I believe the British pound exchanges for about N245 or N246 now.
It used to be as high as N256. This is an upward trend from what it was in December last year. My point is that a function of the currency is a function of the growth of the economy. In America for instance, the currency is going down, therefore the economy is also going down.
There has been talk about emergence of the middle class…?
Yes. The middle class is gradually emerging. It’s part of the effects of the economic management policy streaming down into the economy. It’ll take time, but eventually it’ll stream down into every facet of the economy, whether it’s finance, insurance, banking or whatever area of the economy. People are earning better incomes, sectors that were not engaged before are now engaged and even for those that were previously engaged, their performance level has gone up appreciably. For instance, the banks are no longer talking of raising N25 million, but N100 million.
These banks employ staff and pay them well. There are communications companies coming into the country to empower our people and also pay them well. people are moving from one job to the other because of better remuneration. So the middle class is coming back, that is why we are having formal development in the exchange sector.
Is this reflecting in better standard of living?.
When we are talking about an economy moving up, we want to ask, who are the people getting the money? There are different classes of workers. the people that can be employed, those that do not want to work and those that are working. Now, are they getting the right wages? Those who are worried about what the money they have in their pocket can get them are the low-income people. These are the ones you can buy their skills anywhere.
These are people whose values have not gone up, so their remuneration has not gone up. But those who are in short supply, that is, the educated people, or the while-collar set of people that are moving from job to job, are in demand. These people are not complaining and if at all they have complaints, it is about not being able to do all they wanted to. More people are moving into jobs and they are socially mobile.
Why do you think there is so much traffic jam on Lagos roads. The roads are not being expanded fast enough, because there are too many cars. More people are buying cars, Those who have bought cars already are buying more. The trend of upward social mobility is tremendous. This is the computer age. Anyone who is not computer literate will not get a job. There is what is called identified qualified workers. Are you qualified is the question.
Yes you went to school, but if you are not computer literate, no one will employ you. I tell you there are jobs. Look at the newspapers and you’ll see vacancies everyday. this is because people are moving in and out of jobs. People are moving up now more than ever before. Look at the social marketing industry, it is not proliferated, but actually an indication of the state of the economy. There was a time when about two or three agencies would share a single marketing budget, and they’d be glad because they knew they’d be making their money inside that budget.
What can you say about the real value of the naira?
The naira is stabilising but it would take a number of years to return to the 1:1 parity between the naira and dollar like it used to be several years ago. For any economy to grow, the first sector that must grow is the banking sector. Now there are foreign multinational banks in Nigeria. May of them are really keen on investing because they have seen the indication of the potential of the economy and the more the banking sector grows, the stronger is the environment for business. If things continue the way they are today, in the next few years, the stability and security of the business scenario would be further ensured and the naira would keep appreciating. Are you saying we shouldn’t worry about parity now?
What is your view of Prof. Chukwuma Soludo’s attempt at redenominating the naira?
I think government was right when it stopped Soludo’s attempt to re-denominate the naira because it would only be applicable on paper and it could have destabilised the whole system if care was not taken.
It is not really re-denomination that matters but the amount of money that you have and its value against other currencies. Ghana did something like that and the Cedi came down. If the Cedi could have come down, and it is steady and improving, it is because the investors have had confidence in the improvement of the economy.
Today, Nigerian investors are going to Ghana. Nigerians are living in Ghana because of the enabling environment which I believe is what is in the offing for Nigeria. If there is a way of reducing the investment risk, things will get better. The way I see it, if you cannot make money in this country, it is unlikely you’ll make money anywhere else. The opportunities are there, it is just that things have to be done professionally and at the right time. There certainly is hope for the future.
When you look at the market, you see so many new products owned by foreigners who come in to do business. Before these people come in with their money, they know they are going to succeed and that means they have seen an opportunity.
As the economy improves, there’ll be different options for people to take. Look at the soft drink industry. It is growing in leaps and bounds. Another industry is the noodle. There was a time it was only one brand of noodles in the entire country, but that has changed. Today, there are at least five and business is going on fine. Everyone is creating a niche for himself and the economy is moving on.
What’s your advice on retail auditing?
Every company requires a comprehensive retail audit and this is best done by reputable firms. There are some companies who do it themselves in-house, but it is certain that such companies would not be optimising their potentials, because it is the same person who is involved with their sales that is sent into the field. So on what aspect would that person be expected to concentrate? Is it in sales or in collating the retail data? This invariably affects the effectiveness.
What are the common obstacles to retail auditing in Nigeria?
There is general lack of information about what a retail audit entails and what benefits can accrue from it But the most important aspect is cost. many companies do not want to spend money because they think it is expensive and believe so much in the traditional media method. But what I wish to point out is that the volume method and the traditional media approach are quite different. Fine, they are good at raising consumer consciousness, but after the initial hue and cry, people go back to what they used to buy. The reason for this may be as a result of loyalty.
The companies utilising the volume approach, however, may have realised that the only way to capture the entire market is to cover every nook and cranny. Every market has its own style and value. The only way to get your own share is to know the value and the retailers. It pays off in the end.
Source: Allafrica.com