PZ Cussons East Africa has launched a campaign aimed at expanding its market share and awareness of its new personal care products in the competitive Kenyan market.
The personal care manufacturer hopes to grow its retail network to reach more consumers as well as the national population of potential consumers through the Ng’aranaMillioni lottery.
During the three-month campaign, Imperial Leather consumers will get the opportunity to participate in daily, weekly and monthly draws. The winners will be rewarded with a wide range of prizes. Four lucky winners are also set to become millionaires.
Traders including distributors, wholesalers and retailers will also take a piece of the pie in trade engagement reward schemes.
During the launch in Nairobi on Wednesday, PZ Cussons East Africa managing director Saker Ramamoorthy revealed that the manufacturer will not raise its prices despite the 10 percent excise duty set in the 2016/2017 budget.
He, however, decried the new levy, adding that it is a challenging time to do business in Africa as they are being forced to increase prices or take profit cuts.
“We don’t plan to pass the cost to our consumers but we must accept it is a difficult time for business in East Africa,” he said at the launch of a promotion to reward the firm’s customers with up to Sh1million.
The increased tax compounds the problem of increasing competition from bogus and sub-standard products available in the local market, which have caused manufacturers heavy losses.
‘We are invigorating the Imperial Leather brand with the Ng’aranaMilioni’ campaign, following the expansion of the product range since late last year to include expansive personal care that includes deodorants, body lotions as well as exclusive men’s range,’ said Ramamoorthy.
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He attributed the product upgrading to rapid growth of the beauty, fashion and personal care, characterised by heightened awareness by consumers with improved savors, good personal and social hygiene consciousness and unique consciousness to product quality.
“The market for personal care products is highly competitive, dominated by both local and international brands and being a legacy brand that has been in this market for nearly a century, we represent the enhanced body care experience that today’s consumers need,’ said Ramamoorthy.
Cussons, as it is popularly known, strives to enhance the lives of consumers in the East African market through quality, value and innovative products created from in-depth local knowledge of consumer needs combined with global know-how and best practice.
“ From Kenya’s pioneer multi-purpose wash Ushindi brand, to well established global brands such as Imperial Leather, Cussons Baby and Morning Fresh , we intend to continue growing our brands’ market share and deepen our business geographical reach in east Africa,’ said Kathy Macharia, the Imperial Leather brand manager.
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