“Very rarely do we have to formulate from scratch for a particular country; rather, we have to figure out what among the global portfolio is most relevant to the local market,” explains Mr. Sunder. “That’s where the local office and being close to the ground helps us customize our offering to meet local needs.” This local focus allows P&G Kenya to provide products which improve the lives of consumers. “We have seen this approach work in all the markets we operate
in and this has made our brands either number 1 or 2,” says Ms. Mwathi-Miheso. “Less than 1% of Kenyans own washing machines so most people hand-wash their laundry, and this is done maybe once a week. We found Kenyan women used many buckets while doing their washing as they rinsed about three times. This means that they not only end up spending a lot of time but also a lot of water in every wash. With Ariel, we’ve been able to cut down the wash time by 30%, and reduce water
consumption.” This philosophy applies across all P&G Kenya’s brands. “Pampers is another example. Even people on low incomes here understand the importance of using one disposable diaper at night. One Pampers diaper can be used by a baby for 8 hours which means that the baby is not woken up for diaper changes, thus allowing the baby to sleep well which is critical to their cognitive and physical development. If you think about our Always product, you only need one pad for many
Say goodbye to dead ends. You have a brand new TV spot but a Twitter profile that hasn’t been updated in 6 months? That’s a waste of resources… and a dead end for consumers. At MediaCom, we’ll use Systems Thinking to get you on the right track, which means we can design, manage and integrate all your content with every other element of your communications system, improving performance and fueling your business growth
Find out more by contacting Serah Katusia, Managing Director MediaCom East-Africa, at 020 4905000 or Serah.Katusia@mediacomafrica.com www.mediacom.com SUSTAINABLE BUSINESS MAGAZINE
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