PZ Cussons warned recently it was facing weaker consumer demand across its main markets, with its dominant African business in Nigeria hampered by a weakened economy and currency.
The firm said it faced major disruptions in getting goods into Nigeria, its single largest market in Africa, adding that its first-half contribution to profits from the west African country would be lower than a year earlier.
Toilet soap makers in Kenya have recently stepped up the battle for control of the local market with increasing consumer choices and lowering of prices.
British personal care products manufacturer PZ Cussons, the owner of the Imperial Leather brand, has launched a fresh marketing bid as it targets to capture a bigger market share in the competitive Kenyan toilet soap segment.
PZ Cussons managing director Sekar Ramamoorthy said Thursday that the firm will ride on a new male grooming marketing campaign at a cost of Sh30 million to boost sales of its Imperial Leather brand.
“Our 2019 strategic mission is to leverage on our signature master perfumes to build Imperial Leather’s position as a luxury lifestyle brand…We are investing more in educating young male consumers on the need for better personal grooming,” said the firm.
PZ Cussons warned recently it was facing weaker consumer demand across its main markets, with its dominant African business in Nigeria hampered by a weakened economy and currency.
The UK headquartered consumer goods maker said it faced major disruptions in getting goods into Nigeria, its single largest market in Africa, adding that its first-half contribution to profits from the west African country would be lower than a year earlier.
Toilet soap makers in Kenya have recently stepped up the battle for control of the local market with increasing consumer choices and lowering of prices.
Local subsidiaries of Unilever, Reckitt Benckiser, and Procter & Gamble are among firms which have revamped their toilet soap product lines and embarked on marketing campaigns to expand their share of the soap market.
Most of the manufacturers have turned to promotions — involving give-aways of extra items at the shop floor — leaving buyers of their products with additional value in the shopping baskets. In recent months, nearly all the players in the toilet soaps market have also introduced new products to broaden their reach and reduce dependence on single brands.
The toilet soap segment has been growing steadily, fuelled by rising population, and is promising further growth with the expansion of the middle class, analysts say.
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