Consumer giant changes tack to maintain market leadership

Kenya: For the past twenty years in Kenya, Procter & Gamble’s (P&G) growth strategy has been to innovate and provide consumers with new products that are a class above their competitors.

However with increasing competition and changing consumer consumption habits, P&G is changing its tactics in a bid to significantly improve on its performance in the 2014 fiscal year.

The new strategy will see the company, which produces Pampers diapers, Always Sanitary pads, and Ariel detergent among others, focus on value creation, productivity, operation discipline and strategic investments will be the company’s focus areas as it builds on its fourth quarter results.

Locally, P&G will be up scaling its point of market entry activities through which they first introduce their products to Kenyan consumers. The company will also seek to strengthen and accelerate its productivity and costs savings efforts as a means of value creation to the end consumer.

“Our new tactics will ensure that we win when the consumer chooses our product at the shelf – and the second moment of truth – when the consumer uses the product at home and decides whether to buy it again.  Winning with consumers is a foundation of value creation,” said Ms. Irene Mwathi, Communications Manager.

According to a recent survey by Nielsen data conducted in Kenya, P&G is a market leader in most of the categories its products play in with its leadership brands Pampers and Always. In the diaper category, Pampers holds a 79 per cent market share ahead of its competitors Kimberly Clarks’ and InterConsumer brands.t. In the detergent category, Ariel holds a 23.8 per cent market share a few points behind Unilever’s Omo which has a 30.6 percent share while Always sanitary pads fights off competition from locally produced pads with a 59 per cent market lead.

The change in tactics were introduced with the coming of the ‘new’ P&G’s Chairman and CEO AG Lafley who is accredited for doubling sales and growing P&G’s portfolio of billion-dollar brands from 10 to 23 with a focus on consumer-driven innovation and consistent, reliable, sustainable growth during his tenure from 2000 to 2009.

Ms. Mwathi adds that the company will try and focus more on low and middle class Kenyans consumers with intentions of reallocating some of its savings to make strategic, focused investments in innovation and go-to-market capabilities which are two important sources of P&G’s competitive advantage.  

Last month, P&G announced its fourth quarter results which saw the company reported fiscal year 2013 diluted net earnings per share from continuing operations of $3.86, up 24 percent versus the prior year. Net sales were $84.2 billion, with the Central Eastern Europe Middle East & Africa contributing 15 per cent of the sales. The main sales came from the Fabric and Home care with 32 percent followed by Baby and Family care at 20 per cent of the global sales.

Nokia Lumia 925 now available across East Africa

Nokia has announced availability of the Nokia Lumia 925 across East Africa. The Nokia Lumia 925 introduces a metal design and showcases the latest PureView camera innovation, new features and third party applications c

oming to the Nokia Lumia range.

The Nokia Lumia 925 is available initially in black with an estimated retail price of:

Kenya – KES 51,500

Uganda – UGX 1,500,000

Tanzania – TZS 960,000

The Nokia Lumia 925 captures the best low light images and clearer, sharper video thanks to the most advanced lens technology and next generation imaging software. The Nokia Lumia 925 features the Nokia Smart Camera app, offering an easy way to capture ten images at once and edit the pictures anytime afterwards with options like Best Shot and Action Shot.

With an aluminium frame around the 4.5 inch display, the Nokia Lumia 925 offers unique benefits like increased robustness. A wireless charging cover, which will shortly also be available for purchase in country, comes in white, black, yellow, and red can be clipped onto the back of the phone to take advantage of Nokia’s extensive wireless charging accessories and ecosystem.

An additional feature now available for Lumia smartphones is the Nokia Glance Screen introducing the standby screen clock. Now, with a quick look and without pushing any buttons, owners can see the time or the battery level indicator on the screen when the phone is not used. A double tap on the standby screen now wakes the phone up, making it easier to unlock.

The suite of integrated location and navigation services include HERE Drive+ and HERE Maps. Additionally, HERE Maps with augmented reality view is available in the Store for download.

“We continue to build on the Nokia Lumia portfolio at every price point across East Africa,” says Bruce Howe, General Manager for Nokia East Africa. “The Nokia Lumia 925 is a beautiful high end smartphone, offering amazing imaging technology and applications. It will provide more of the premium experiences that consumers have come to love and expect from Nokia Lumia smartphones.”

PROCTER & GAMBLE LAUNCHES PREMIUM SANITARY PAD IN KENYA

-          Product introduction aligned with Kenyan consumers changing lifestyle -

Nairobi– Procter & Gamble (P&G) has today launched the premium range of its sanitary pads, Always Platinum, in a bid to align its portfolio of products to the new lifestyle of its Kenyan consumers.

Designed with attention to beautiful detail and superior comfort in mind, Always Platinum not only provides the best Always protection, but both the pads and liners also have a luxuriously silk-like soft and dry top sheet.

Always Brand Manager Ms. Victoria Kieti-Chesire said that the brands designers have been researching the everyday things that please women, providing the sort of attention to detail that inspires a feeling of confidence, luxurious comfort and being cared for with a beautiful, intricate design. 

“Always Platinum comes to deliver a combination of best softness and dryness, most comfortable protection ever, with the luxurious sensation of silk against your skin. It strives to delight women by giving them what they really want,” said Ms. Chesire.

The Always sanitary pads are among P&G’s flagship brands in Kenya and are marking its 20th anniversary in the market with a commitment to feminine health, market development and corporate social responsibility. Currently, Always is the market leader in the sanitary towels segment commanding 64 per cent market share, according to a survey conducted by Nielsen. The company continues to have its sights on maintaining and growing the market leadership position through investing more resources in the sanitary towel segment and focusing on growing markets, improving mix, localizing production, and leveraging scale.

Ms. Chesire noted that as Kenya moves from one income status to another so does the lifestyle of its population hence the need to develop products to fit the new lifestyle of its consumer. We are adapting our portfolio of products to be suited for the ever changing middle-income consumer,” said Ms. Mwathi.

One aspect of the sanitary pad found only in the Always Platinum pads is the new core which features a super-absorbent gel that works instantly to lock in fluid, leaving the upper layers dry and luxuriously soft like silk. And unlike most ordinary pads, the unique Always Instant Dry™ technology immediately wicks fluid right through into the core of the pad, leaving the new silk-touch top sheet feeling instantly dry and silky.

Always has in the last 20 years built a formidable base of loyal consumers and market confidence by reaffirming its commitment to innovation and market development for its feminine care brand in the East African region.

“Our relentless focus on developing and launching new break-through products in the market has set new standards for the sanitary pads category and we will strive to keep Always as the innovation leader in the industry’ said Ms. Chesire.

ROBERTO DI MATTEO SCHEDULED FOR UGANDA TOUR

….as Guinness launches exciting campaign in Uganda

Kampala: – The former Chelsea FC manager, Roberto di Matteo famed for leading the English premiership side to their first UEFA Champions league title is set to make an exclusive announcement in Uganda on 13^th August, 2013 as GUINNESS continues to deliver amazing football experiences.

The Italian footballer and Champions League winning manager will be right here in Uganda for the launch of a brand new GUINNESS football campaign that is set to excite fans across the nation day of soccer activities with football stakeholders in Uganda.

“We are extremely excited to be hosting such an esteemed and great icon in the world of football and as Guinness, we are proud to be associated with a man who through his achievements is truly made of more, just like the brand,” Mark Mugisha, Marketing Manager, Uganda Breweries Limited.

He has been capped 34 times for his country, and the midfielder has played for various teams across Europe before becoming a manager, most famously at Chelsea, where he led the team to their first UEFA Champions League win in 2012 for the first time in the club’s history. 

“We can’t wait to announce what we have in store for Di Matteo and GUINNESS over the forthcoming months. Guinness is underlining its commitment to football in Uganda through a bold, challenging, distinctive, entertaining and inspiring platform that will require all football lovers to demonstrate that they are Made of More,” added Mark Mugisha.

Tuesday, 13^th August, 2013 will mark a historic day for Uganda and the entire East Africa football fraternity. 

Please drink responsibly, strictly 18/21+

UNILEVER UGANDA RE LAUNCHES OMO

Consumer campaign launched, as Mariam Ndagire is announced as brand ambassador 

Kampala Unilever has re launched the new OMO with improved functional credentials of the brand by delivering a competitive mix in terms of fragrance, stain removal and cleaning ability. The New OMO delivers maximum consumer satisfaction with no after wash effects besides resonating with the strong smell over time. The two month long OMO wash and win campaign will see customers win assorted prizes from Unilever.

Since 1962, OMO has set a consumer trend built on trust, quality products, increased investments in technology to deliver tailor made and user friendly products to our customers. The continued trust in Unilever has led to an increase in the product catalogue ranging from food and beverage, home and personal care; Unilever brands have continued to be part of everyday life for ordinary Ugandans. 

“The New OMO is a washing partner for women of all ages. It is the best ever washing powder that has been there as we grew and learnt and took care of dirt that was a by-product of the learning, so we had the freedom to learn, play and grow and still look good and wear clean clothes washed with OMO”. Said Diana Nabukenya Marketing Manager Unilever Uganda.

The new OMO is developed from breakthrough technologies and creates products that give consumers an unbeatable experience. Unilever maintains a set of mandatory requirements for the use of ingredients in home and personal care products this has maintained our quality and product strength over time. 

The company has also unveiled Mariam Ndagire as the OMO brand ambassador for a period of two months. “We are pleased to partner with Mariam Ndagire as our brand ambassador for the next two months. Mariam will help us communicate and interact with our key target audiences through various consumer activities across the country”.

As part of the re-lunch, a consumer campaign has been launched that will see lucky OMO users win great prizes like shopping vouchers, Bed sets, flat irons, washing machines among others. Weekly activations will take place in markets including but not limited to Nakawa, Kalerwe, Owino, Nateete and upscale shopping centers like Tuskys supermarkets, Capital Shoppers supermarkets, Nakumatt Supermarkets among others.

“We are giving back to our loyal customers, for every 1kg of OMO or 2 Dozens of Omo45g they buy, not only do they win instant prizes but also enter into weekly and monthly draws to stand a chance to win Bigger prizes from Unilever. We have Invested close to 1Bn Uganda shillings in this campaign.