PZ Cussons has embarked on a drive to grow its Kenyan market share for its flagship Imperial Leather brand.
The consumer goods firm said it plans invest Sh35 million in the country in the next three months.
It said this is aimed at expanding its presence by tapping into the growth in purchasing power in counties outside the major cities.
The managing director Sekar Ramamoorthy said that the move is majorly aimed at growing its national footprint by using the increased buying ability in rural areas instead of big cities.
“Devolution has led to a rise in incomes and diversification of consumer tastes, presenting us with an opportunity to deepen the availability of our flagship products,” said Ramamoorthy.
He said the high cost of living has forced consumers to make tough buying choices, particularly on personal care essentials.
According to a recent Kantar report, consumers have to pay up to 20 per cent more on fast moving consumer goods (FMCG).
In personal care, consumers have reduced frequency of purchase by up to 10 per cent according to the report.
Consequently, this has left the consumers in a dilemma as they seek value for money.
"We believe in local growth opportunities and see a lot of potential for long-term market growth. We're taking on a challenger's mind-set, expanding distribution, and focusing on understanding consumers better to grow," said Ramamoorthy.
He said that the firm would focus increasingly on using data and artificial intelligence to inform its business and marketing programs.
The consumer level is said to be evolving and the company is now targeting to reach out to more Millennials, Gen Z and Gen -Alphas who make up the biggest consumer base.
The global data showed that 40 per cent of purchases are made by Gen Zs who demand clear brand values and sustainability.
“By end of 2024, Imperial Leather will have doubled in value from 2020 when the Covid pandemic hit. This has not been by happenstance, but a series of intentional business-wide moves against aggressive tides,” said the MD.
