P&G is organized into three business units namely beauty, health and well-being and household care. The company boasts a wide product range that cuts across beauty, grooming, healthcare and snacks. In Kenya P&G has built an enormous base of loyal consumers to its diverse set of brands with catchy names such as Pampers diapers and Always sanitary pads which are all leading players in their categories.
It also provides Duracell batteries, Gillette shaving products, Oral B toothbrushes, Vicks Kingo lozenges and Ariel Washing Powder which was re-launched in the market recently. For consumers the combination represents, in its barest terms, the potential for getting most of the products they may need from the same company. Andrew Plastow, the P&G Country Manager, is happy to be part of the success, “We offer a variety of products and most of our brands are market leaders in their own niches, he says.
P&G brands such as Always and Pampers have been blended into Kenya’s national psyche and as a result have become an integral part of the country’s history, reflecting customers’ faith in quality products and resonating with their passion. Being mass brands, the products appeal to both the top end and low end consumers. Pampers is a market leader commanding about 70% of the diaper market in Kenya and is expected to perform even better as its popularity and consumption increase.
P&G is committed to the delivery of quality for its consumers, rewarding them for their loyalty and ensuring they get the best value for money. P&G believes the Kenyan market has potential for growth as customer preferences become more sophisticated and quality driven. With the attractive appearances of the Company’s products and consistency in quality, the brands’ volumes, market share and turnover are also expected to increase.