2023-05-29 14:28:05
THE GUEST OF ECO. Entrepreneur and politician, Adil Douiri, founder of the Mutandis group, who has a broad knowledge of the economic and industrial fabric of the country, lent himself to the game of questions and answers from the Guest of the ECOs. He thus delivered a contextual analysis, given the prevailing economic constraints.
The studies carried out frequently by the group indicate that Moroccan consumers remain open to the consumption of the local product. It also emerges that Moroccans do not have negative assumptions regarding local products.
“I think that the products that are most successful are those that touch the cultural and ancestral fiber of the consumer because Moroccans remain attached to their identity. National companies have this advantage unlike multinationals which have global constraints. Ultimately, Moroccan brands do well when they relate to their differences from global brands provided that the quality of the product is at the rendezvous and that the price is competitive, “says Adil Douiri.
On the other hand, the perception of the Moroccan product internationally is rather neutral, according to the manufacturer, in this case in the United States, a market in which Mutandis has a strong presence. These are other dimensions that challenge consumers such as sustainability, ecology or respect for human capital. However, the situation is different in Africa where Moroccan products are often considered premium. As for local sourcing, it is developed through the implementation of the import substitution program.
For the manufacturer, priority is given to local sourcing. This is also the case for Mutandis, which sources its cans locally. On the other hand, Adil Douiri regrets that the rolls of tinplate necessary for the manufacture of the empty boxes are not produced locally by a national steelmaker.
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