Change is the only constant, especially in the consumer goods industry where you need to continually surpass consumers’ expectations to stay relevant. This was the key message from Rajul Malde the Commercial Director at Pwani Oil following the company’s bold decision to rebrand Sawa, its leading range of family soaps. The rebrand will affect the formulation and packaging of the soap, but not its size or price.
The new formulation, the company notes, will be introduced on all 4 variants (Sawa Pink, White, Herbal & Coconut Milk). The science behind the new formulation is consistent with the feedback the company has received from consumers, noted Malde.
“The new formulation ensures the soap lasts longer. It has a creamier and smoother lather and doesn’t crack when dry,” said Malde adding that the company considers this to be a great milestone because it has delivered a more superior product at the same great price.
The new packaging, on the other hand, delivers a more contemporary and luxurious look and feel, in line with the new superior formulation. “We are told to not judge a book by its cover, but who has the time to read every book? Visual appeal is just as important as the actual product. That is why we have made a very deliberate decision to make the packaging just as good as the experience our soaps give,” noted Malde.
Our decision to rebrand was informed by our commitment to innovation. “We don’t wait for shifts in the market to force us to innovate and change. We do so proactively, always ensuring that our innovation journey is anchored in what our consumers want and love,” he said, adding that: “When you are growing and enjoying leadership, it is tempting to sit back and relax. This culture has no place in our DNA. We will always innovate and improve, even when are doing better than our competitors. We are not competitor-centric, we are customer-centric” he said.
Available in 4 variants (Pink, White, Herbal and Coconut Milk), Sawa is a family soap used for bathing and washing the face and body. It is suitable for the whole family, even babies. Sawa Bathing Soap is available in 20g, 70g and 125g and 250g.
Sawa is part of a broad portfolio of life care products from Pwani Oil, which also manufacturers some of the leading edible oils brands in Kenya. The company has emerged as one of the leading manufacturers in its category in East and Central Africa, meeting consumers at their point of need while creating thousands of direct and indirect jobs.
“It all starts with the consumer. When they love and buy the product, they support our business growth, which serves to the benefit of other players across our value chain such as retailers and marketers as well as our employees and community,” said Malde.
Mr. Malde also noted that the company has made a commitment to manufacture responsibly in order to protect the natural environment today and for generations that come. Pwani Oil is a proud member of the UN Global Compact, alongside other leading global businesses that have made a commitment to sustainability.
The company’s commitment to sustainability comes at a time when multiple surveys indicate consumers are willing to support brands that take a stand on key issues such as sustainability. One study by Nielsen indicates that consumers are even willing to pay more to support these brands. “Fortunately for our consumers, we are not asking them to pay more, even after the rebrand. We are delivering a superior product at the same great price while maintaining our commitment to sustainability,” he concluded.
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