The brand war among manufacturers of detergents in Nigeria has heightened as they launched different sales promotions to lure more patrons to their brands.
The quest for more market share was launched among Unilever Nigeria Plc, makers of Sunlight detergent, Omo detergent; Procter & Gamble, producers of Ariel, and PZ Nigeria Plc, manufacturers of Canoe and Zip detergents.
Bearing in mind the various challenges posed by new entrants like Miss Bimbo and Mama Gold that target people at the bottom of the pyramid (masses), the producers had to restrategise to ensure they also capture part of the market share, as they introduced small packs of their products, which go for N50 or lower, to the market.
A market survey by our correspondent revealed that the blue-chip companies have considerably added more value, such as perfumes, to attract and retain consumers’ interest.
Managing Partner, Brand Plus, Mr. Tolu Adewale, explained that re-branding, re-packaging, re-designing and promotional sales are strategies to attract potential consumers and that they are ways of competing with new entrants at the bottom of the pyramid.
He said, “With the reduced purchasing power of consumers, it is important for the manufacturers to restrategise, in order to capture more consumers. New washing technology or chemicals for commercial laundry services, such as stain removers, which most of the brands claim to have, also serve as added value.
“The limitations of traditional bar soaps led to the development of synthetic detergents that are superior in performance, as the annual consumption of the latter in Nigeria ranges in the magnitude of hundreds of thousands of tonnes.”
A customer, Mrs. Ife Anuolapo, said, “What attracts me to the brands is that, they all have cleaning power, unlike in those days when you had to scrub and scrub before you get result; the detergents have all improved greatly.”
Another consumer and owner of a dry-cleaning outfit, Mr. Akin Shodinmu, said, “The battle line is being drawn by the detergent manufacturers. Sometimes, you are confused as to who is the market leader. The brands are tearing the market apart from their various appeals that are for repositioning.”
