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that defines target audience, positioning of your
brand, a targeting strategy around products suited to
the audience, competitor understanding, and defining
your unique proposition as a brand or company and
communicating that. It is the challenge of marketing
brands and products, no matter the industry or the
company, that got me to where I am today.”
Predominantly, Galliver’s career has been spent in
the industrial marketing segment, moving from board
and laminates to cement, after which she joined the
plumbing sector as the marketing director of Cobra,
and then moved across to the group company of Dawn
Limited, where she has been in various divisions until
her current role.
Galliver adds: “I think the biggest challenge in an
industrial marketing environment is always how much
money should be spent on marketing. It doesn’t usually
get the same budgets as what an FMCG environment
attracts. Yet the companies who invest at this level,
certainly see the returns of investing and building
their brands through to the end consumer. In our
company, being a master distributor for numerous
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brands, some of which we own and some of which we
simply distribute, it becomes that much more complex.
Our own brands, we build to the end consumer level;
while with our master distributor brands, we only
market to the B2B customer, as it is the brand owner’s
responsibility to build the brand at consumer level.”
This adds an intricacy to their marketing efforts, which
is not a normal challenge in companies who simply
market and sell their brand and products.
“I would like to see women taking on all types of
jobs in the construction industry. I believe women
have the ability to multitask better than their male
counterparts; likewise, their decision-making criteria is
usually unemotional (even though women are seen to
be the more emotional of the two sexes) and women
are largely logical beings. The construction industry
is no longer about brawn, but rather about brain. And
a clever woman can do and be anything nowadays,”
concludes Galliver. PA
References
https://www.constructionforceservices.com/single-
post/2017/10/10/5-Great-Women-in-Construction-History
August 2018 Volume 24 I Number 6