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Kenyan Companies Adopting New Strategies to Increase Sales Crown Paints launches Privilege membership club for dealers

The Crown Paints range. The company has unveiled an exclusive privilege member club for loyal dealers across the country. www.businesstoday.co.ke
The Crown Paints range. The company has unveiled an exclusive privilege member club for loyal dealers across the country. [Photo/Crown Paints]

With companies now targeting markets to increase sales in a tough economy, paint manufacturer Crown Paints has unveiled an exclusive privilege member club for loyal dealers across the country.

The manufacturer’s move comes just weeks after cement manufacturer Bamburi launched a new cement product into the market, increasing its portfolio of brands, to take advantage of growing demand from the construction sector.

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Dubbed Fundi, Kiswahili for masonry, the company hopes that the name will resonate with the cement market. Most brands on the market – such as Nguvu, Tembo, Powermax and Simba, among others – appeal to strength and durability.

For Crown Paints, the membership divided into 3 categories: Platinum, Gold and Silver will see dealers enjoy exclusives benefits that will range from luxurious foreign trips to exotic locations in Europe, North and South American, South East Asia and the Middle East.

Crown Paints Group CEO, Rakesh Rao (right) and Crown Paints Head of Sales, Bhavesh Gandhi pose for a photo during the launch of Privilege membership club for Crown Paints dealers. [Photo/Crown Paints]

Other benefits will include exclusive, lucrative product deals for leading Crown Paints products, unique shop branding complete with an interactive mini-showroom and high-end marketing promotional merchandise and dealer stationery among others.

“We want our dealers to relish exclusive, trendsetting and bespoke experiences as part of appreciating their support to enhance our market leadership”, Crown Paints Chief Executive Officer Rakesh Rao said.

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On his part the Head of Sales Crown Paints, Bhavesh Gandhi said the unique membership club will provide dealers with lifetime opportunities that will drive business growth for both dealers and the company as well. “I want to call upon our dealers to embrace this opportunity and grow their paint market share”, Gandhi added. 

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The listed firm innovation journey has it introduce digital solutions designed to empower customers to choose the perfect shade through the Crown Colour App and self-service solution.

Other programs include painter loyalty program dubbed Team Kubwa that uplifts painters’ lifestyle and upgrade their painting skills through training. The program is one of the most successful initiatives with more than 135,000 painters registered and the majority have received lucrative rewards for their loyalty to the brand.

Bamburi Cement Sales Director Kanyi Gitonga (left), CEO Seddiq Hassani, Head of Marketing & Corporate Affairs Mary Mueni and Fidelis Sakwa, the (Innovation & Technical Services Manager during the launch of masonry cement ‘Fundi’ brand. [ Photo/ Business Today]

In June last year, the manufacturer launched two new products under the “Crown NGAO” range which were specially designed for low-cost housing.

The Crown NGAO Range is designed for interior application with Emulsions, Gloss, and Varnishes Primer.

“We believe that the NGAO range of paints will play a significant role in spurring the growth of the affordable housing as the cost of painting will drastically reduce while maintaining quality,” Rao noted during the launch.

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BT Correspondent
editor [at] businesstoday.co.ke

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