P&G’s Ariel Automatic Arrives in Nigeria
Ariel Automatic partners with the
country’s leading fashion designer and international fashion fabric producer
for a “Perfect Match” launch
ARIEL HAS A PLACE OF PRIDE IN THE NIGERIAN AND GLOBAL CONSUMING MARKET
Lagos, Nigeria. 11 May 2015. P&G’s flagship laundry brand,
Ariel – a world-class brand with an innovative pedigree – has announced the
launch of Ariel Automatic powder to help Nigerians experience brilliant stain
removal in 1 Wash with their
automatic washing machines.
Ariel has decades of experience in the research and
development of washing machine detergents and the new product is recommended by
LG, the number one washing machine manufacturer in Nigeria. Ariel Automatic has
been specifically formulated for automatic washing machines, with 2X more
stain-fighting ingredients than traditional hand wash detergent.
Partnering
with leading fashion designer, FolakeFolarin-Coker, the launch of NEW Ariel
Automatic unveiled an exclusive, cutting-edge washable line under her Tiffany
Amber label, inspired by Ariel and the Perfect Match concept.
“I am proud to be associated with a global, leading brand
that is also conscious of trends in African fashion. My designs have always
reflected an eclectic mix of European and African influences, and with this
line, these are combined in an expression of ‘the perfect match.’ Thanks to
Ariel, I can also be confident that these garmentswill stay beautiful for
longer, even as they are washed and cared for at home,” said Folarin-Coker.
Ariel
has also partnered with the Vlisco Group’s Woodin brand to understand trends in
African fabrics and thereby deliver cleaning that also protects and enhances
the continent’s unique style.
“The
Woodin brand is inspired by African culture and it is constantly evolving to
define a new African fashion identity. We are excited to partner with Ariel to
deliver our fans a cleaning solution that can keep their treasured Vlisco
fabrics beautiful,” said AdaezeAlilonu, Marketing Manager, Vlisco Fabrics.
Speaking at the event, P&G Nigeria
Commercial and Brand Director, EhinomenEnekabor, said that: “Ariel believes
that innovation starts with the consumer. We gain insights into people’s
everyday lives, so that we can combine ‘what’s needed’ with ‘what’s possible’,
through the latest technology and innovation. With more and more Nigerians
investing in automatic washing machines, it is important that Ariel is able to
offer them a world-class product, specifically designed for this purpose.”
She
added that, “Ariel’s partnership with Ms Coker and with Vlisco Fabrics enables
us to stay abreast of current industry trends in textile and fabric innovation,
where imagination and technology combine to produce exciting new fashions. This
further strengthens our ability to deliver Nigerians a product that will be the
‘perfect match’ for their style.”
Ariel
Research and Development Manager, Patience N’KambaMakenga wowed the audience
with live demonstrations of NEW Ariel Automatic’s performance, not only its
superior cleaning and stain-removal, but also how it helps to protect and
enhance fabrics.
“Ariel’s 3-Step Fibre Science works deep down
at a fibre level to clean, protect and enhance the sensorial qualities of
clothes (the look, feel and scent). Ariel Automatic allows you to achieve the highest standard of clean in 1
Wash, while protecting your clothes and providing freshness
throughout the day,” she said.
Explaining the importance of using the correct
detergent she added that: “Regular hand wash detergent is less effective in
machines because it produces too much foam, which maydelay the washing cycle,
reduce cleaning effectiveness and prevent proper rinsing. NEW Ariel Automatic
is the perfect match for your washing machine to deliver brilliant cleaning
results.”
Appendix
Ariel removes tough
stains in ONE wash
NEW Advanced Ariel Automatic works deep down at a fibre
level to clean, protect, and enhance the sensorial qualities of your clothes
(their look, feel and scent) and offers outstanding stain removal in ONE WASH.
It redefines what it means to care for fashion with unique FibreSCIENCE
technologies that allow you to achieve the highest standard of clean to keep
your fashions beautiful for longer.
About Procter & Gamble
P&G serves nearly five billion people around
the world with its brands. The Company has one of the strongest portfolios of
trusted, quality, leadership brands, including Always®, AmbiPur®, Ariel®,
Bounty®, Charmin®, Crest®, Dawn®, Downy®, Duracell®, Fairy®, Febreze®, Gain®,
Gillette®, Head & Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®,
SK-II®, Tide®, Vicks®, Wella® and Whisper®. The P&G community includes
operations in approximately 70 countries worldwide. Please
visit http://www.pg.com for
the latest news and in-depth information about P&G and its brands
1. NEW Ariel Automatic is specifically formulated for your automatic
washing machine
• Gives you brilliant stain removal in 1 Wash with your washing machine
• Has 2X more stain-fighting ingredients than traditional hand wash
detergent to give you excellent results
• Is recommended by LG,
the number 1 washing machine manufacturer in Nigeria
• Regular hand wash detergent is less effective in machines because it
produces too much foam, which can delay the washing cycle, reduce cleaning
effectiveness and prevent proper rinsing
2. Tiffany Amber unveils cutting-edge
washable fashion design for Ariel
• Leading Nigerian designer,
FolakeFolarin-Coker, has designed an exclusive washable line under her Tiffany
Amber label, inspired by Ariel
• FolakeFolarin-Coker was the first
ever African designer to stage a show twice at NY Fashion week
• Her designs for Ariel are inspired
by the ambition and dynamism of Nigerian women and how eclectic influences can
come together to create the perfect match
3. NEW Ariel Automatic contains sophisticated FibreScience to keep your
fashions beautiful for longer
• Our senses work together to
influence our perception of the quality/beauty of our clothes (their look, feel
and scent).
• Ariel’s 3-Step Fibre Science works
deep down at a fibre level to clean, protect and enhance the sensorial
qualities of clothes (the look, feel and scent)
• Ariel Automatic allows you to
achieve the highest standard of clean in 1 Wash, while protecting your clothes and providing freshness
throughout the day
• Ariel has partnered with the Vlisco Group’s Woodinbrand to
understand trends in African fabrics and thereby deliver cleaning that also
protects and enhances your unique style
EhinomenEnekabor
Commercial and Brand
Director, P&G Nigeria
Who is Ariel?
·
Our innovation at Ariel is inspired
by our consumers. The women and men who use our products and who are striving
for success and progress every day
·
The strongest determinant of
success is self-belief. Believing you *can* is the fuel thatpropels you to
achieve. But while we make our own success, only an impeccable appearance can
ensure that the self-belief that comes from inside, is reflected and shines on
the outside.
·
Our ability to help provide
that impeccable appearance, our ability to give you brilliant cleaning is what
we care about as a brand. Because, behind every success there is a womanwho
depends on Ariel’s superior clean
Our innovation
·
Our innovation starts with
truly understanding what drives our consumers and what they need from their
detergent
·
Then, we leverage the latest
technology to turn what is needed into what is possible
·
This is our Brussels Innovation
centre, the heart of the P&G fabric care research and development. You will
hear from one of the researchers at this centre later this evening, when
Patience will show us how well this new product works.
·
The Brussels innovation centre
is one of the biggest R&D centres in Belgium and the products developed
here serve people in over 100 countries
·
The 590 people working here
have over 250 PhDs between them
·
It is here that the latest
innovation for Nigeria was developed – New Ariel Automatic
Ariel Automatic
·
We know that more and more
Nigerians now own washing machines, and this is only going to increase. We also know that Nigerians care a lot about
their fashion and the impeccable appearance of their clothes
·
This is why we are introducing
Ariel Automatic to Nigeria – a detergent that has been specifically designed
for use in your automatic washing machine to deliver excellent results.
·
We are proud to say that the
number 1 washing machine manufacturer in Nigeria, LG, recommends this product.
In fact, Ariel is the number 1 detergent recommended by washing machine
manufacturers around the world.
·
Why should you try Ariel
Automatic for your washing machine? The reasons are simple
o
New Ariel Automatic contains 2X
more stain fighting ingredients than your regular hand wash powder – giving you
that Ariel 1 wash clean that you trust, in your washing machine
o
Regular hand wash powder will
not give you the results you want in your machine – and Patience will explain
to us later why this is
The Perfect Match
·
Our theme tonight is The Perfect Match and this is because we
believe that new Ariel Automatic is the perfect match for your washing machine,
and your style
·
We have partnered with FolakeFolarin-Coker
from Tiffany Amber as well as Vlisco Fabrics to make sure that we know what the
trends are in African fashion and fabrics and so that we can continue to design
products to match these trends.
·
We know that Nigerians care
about their fashion and style and we are inviting you to show it off! Simply
upload a selfie wearing your favourite perfect match through our Facebook page
and you could stand the chance to win great prizes such as LG washing machines,
Jumia vouchers, Vlisco fabrics, garments designed by Tiffany Amber and, of
course, Ariel products
Conclusion
·
As we heard earlier, we
experience fashion and our clothes through much more than just our eyes. New
Ariel Automatic helps to clean, protect and enhance the look, the feel and the scent of your
favourite items
·
Fashion is a way that we
express ourselves and present ourselves to the world – it is almost like a
language in itself.
·
And if fashion is a language,
it should be beautifully spoken
P&G’s flagship laundry brand, Ariel – a world-class
brand with an innovative pedigree – has announced the launch of Ariel Automatic
powder to help Nigerians experience brilliant stain removal in 1 Wash with their automatic washing
machines.
Ariel has decades of experience in the research and
development of washing machine detergents and the new product is recommended by
LG, the number one washing machine manufacturer in Nigeria. Ariel Automatic has
been specifically formulated for automatic washing machines, with 2X more
stain-fighting ingredients than traditional hand wash detergent.
Exclusive Designs by
Tiffany Amber inspired by Ariel Automatic and Vibrant Fabrics by Vlisco
Partnering
with leading fashion designer, FolakeFolarin-Coker, the launch of NEW Ariel
Automatic unveiled an exclusive, cutting-edge washable line under her Tiffany
Amber label, inspired by Ariel and the Perfect Match concept.
“I am proud to be associated with a global, leading brand
that is also conscious of trends in African fashion. My designs have always
reflected an eclectic mix of European and African influences, and with this
line, these are combined in an expression of ‘the perfect match.’ Thanks to
Ariel, I can also be confident that these garments will stay beautiful for
longer, even as they are washed and cared for at home,” said Folarin-Coker.
Ariel
has also partnered with the Vlisco Group’s Woodin brand to understand trends in
African fabrics and thereby deliver cleaning that also protects and enhances
the continent’s unique style.
“The
Woodin brand is inspired by African culture and it is constantly evolving to
define a new African fashion identity. We are excited to partner with Ariel to
deliver our fans a cleaning solution that can keep their treasured Vlisco
fabrics beautiful,” said AdaezeAlilonu, Marketing Manager, Vlisco Fabrics.
Inspired by Nigerian Consumers
and African Style
Speaking at the event, P&G Nigeria
Commercial and Brand Director, EhinomenEnekabor, said that: “Ariel believes
that innovation starts with the consumer. We gain insights into people’s everyday
lives, so that we can combine ‘what’s needed’ with ‘what’s possible’, through
the latest technology and innovation. With more and more Nigerians investing in
automatic washing machines, it is important that Ariel is able to offer them a
world-class product, specifically designed for this purpose.”
She
added that, “Ariel’s partnership with Ms Coker and with Vlisco Fabrics enables
us to stay abreast of current industry trends in textile and fabric innovation,
where imagination and technology combine to produce exciting new fashions. This
further strengthens our ability to deliver Nigerians a product that will be the
‘perfect match’ for their style.”
3 Step Fibre Science – Clean,
Protect, Enhance
Ariel
Research and Development Manager, Patience N’KambaMakenga wowed the audience
with live demonstrations of NEW Ariel Automatic’s performance, not only its
superior cleaning and stain-removal, but also how it helps to protect and
enhance fabrics.
“Ariel’s 3-Step Fibre Science works deep down
at a fibre level to clean, protect and enhance the sensorial qualities of
clothes (the look, feel and scent). Ariel Automatic allows you to achieve the highest standard of clean in 1
Wash, while protecting your clothes and providing freshness
throughout the day,” she said.
Explaining the importance of using the correct
detergent she added that: “Regular hand wash detergent is less effective in
machines because it produces too much foam, which may delay the washing cycle,
reduce cleaning effectiveness and prevent proper rinsing. NEW Ariel Automatic
is the perfect match for your washing machine to deliver brilliant cleaning
results.”
Appendix
Ariel removes tough
stains in ONE wash
NEW Advanced Ariel Automatic works deep down at a fibre
level to clean, protect, and enhance the sensorial qualities of your clothes
(their look, feel and scent) and offers outstanding stain removal in ONE WASH.
It redefines what it means to care for fashion with unique FibreSCIENCE
technologies that allow you to achieve the highest standard of clean to keep
your fashions beautiful for longer.
About Procter & Gamble
P&G
serves nearly five billion people around the world with its brands. The Company
has one of the strongest portfolios of trusted, quality, leadership brands,
including Always®, AmbiPur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®,
Duracell®, Fairy®, Febreze®, Gain®, Gillette®, Head & Shoulders®, Lenor®,
Olay®, Oral-B®, Pampers®, Pantene®, SK-II®, Tide®, Vicks®, Wella® and
Whisper®. The P&G community includes operations in
approximately 70 countries worldwide. Please visit http://www.pg.com for
the latest news and in-depth information about P&G and its brands.
1. PRODUCT FACT SHEET
NEW ARIEL
AUTOMATIC WILL KEEP YOUR CLOTHES BEAUTIFUL FOR LONGER
The highest standard of cleaning in
ONE wash – now for Automatic
Ariel
understands that sometimes we fall out of love with our favourite item of
clothing, and most of the time we don’t know why, but this is what Ariel Fibre
Scientists study. We know that our senses work together to influence our
perception of the beauty of our clothes (their look, feel and scent) making an
unconscious decision to accept or reject them. Wash after wash, clothes can
lose the look, feel and smell that we
used to adore, so we start to relegate them to the back of our wardrobe.
Therefore it is crucial that fabric care not only cleans our clothes (that goes
without saying), BUT it should also protect and enhance them so that our
favourite garments can stay favourites by prolonging their look, feel and
freshness
Ariel Automatic
works deep down at a fibre level to clean, protect, and enhance the sensorial
qualities of your clothes (their look, feel and scent) and remove tough stains
in ONE WASH. It redefines what it
means to care for fashion with unique Fibre Science technologies that allow you
to achieve the highest standard of clean to keep your fashions beautiful for
longer.
What Is Special About Ariel
Automatic?
Ariel has 45 years of experience in the research and
development of washing machine detergents and the new product is recommended by
LG, the number one washing machine manufacturer in Nigeria.
NEW Ariel Automatic has been specifically designed for washing machines
and is recommended by LG, the number one washing machine manufacturer in
Nigeria. Ariel Automatic has been specifically formulated for automatic washing
machines, with 2X more stain-fighting ingredients than traditional hand wash
detergent.
Ariel’s advanced formula provides outstanding stain
removal because it is specially formulated to tackle greasy stains and the
other common soils.
What makes it so special is that this formula includes a cleaning booster which is exclusive to P&G. This cleaning booster
helps to protectfibres from stain
re-deposition which means it prevents stains and soils in the washing water going
back on the fabric during the wash. If this happens it can create what we call a ‘grey veil’ on your fabrics – turning whites dingy and dulling your
colours.
Ariel’s advanced formula not only provides a deep clean in one wash it actually helps to protect against future stains because
it includes special stain prevention molecules that coat the fibres and gives
them a greater ability to resist new soils, protecting and enhancing the
sensorial qualities (look, feel and scent) of the clothes you love.
Ariel: Innovating for 45+ years
Over the
past 45 years, Ariel has continually innovated to always provide laundry
solutions that simplify the laundry process and everyday consumer life. Just as consumer needs are evolving, so is
Ariel. Did you know Ariel introduced its first powder detergent in 1967 in
Western Germany?
Ariel Automatic Availability
Ariel
Automatic is available at leading retailers in Nigeria in 1kg & 2kg packs
Share your Perfect Match and WIN!
Ariel
Automatic is the perfect match for your washing machine for brilliant cleaning
results.
Ariel
invites you to share your style in its Perfect Match selfie competition on
Facebook: www.facebook.com/arielnigeria . Simply
share a photo of yourself showing off your Perfect Match and upload on the link
provided. You will be in line to win great prizes such as LG washing machines,
Jumia vouchers, Vlisco fabrics and an exclusive Tiffany Amber outfit.
2. Q&A
Ariel Automatic
Q&A
These Q&A’s are suitable for
external use, but should be used reactively only. If you are faced with
a difficult question that is not covered by these Q&A’s, please contact
your local legal representative for a legally approved response. All of the following Q+A’s are still
pending legal approval. Please contact Jeanne du Plessis (duplessis.j@pg.com ) for more information.
Contents
1. Product
claims & usage
2. Product
development & consumer insight
3. Business
Questions
4. P&G
Ethics
5. Country-specific
questions
Product
claims & usage
Q: How much does this product cost?
Final
pricing is always at the discretion of the retailer. Ariel Automatic is
available in 1KG and 2KG sizes and the recommended retail prices are
N1 100 and N 2000 respectively.
Q: What is the main benefit of this new
formulation?
NEW Ariel Auto has been designed to provide the 1 wash cleaning and stain
removal power you have come to trust from Ariel in your automatic washing
machine. This product is recommended by LG, the number one washing
machine manufacturer in Nigeria. Ariel Automatic has been specifically
formulated for automatic washing machines, with 2X more stain-fighting
ingredients than traditional hand wash detergent.
Regular hand wash detergent is less effective in machines because it
produces too much foam, which may delay the washing cycle, reduce cleaning
effectiveness and prevent proper rinsing. NEW Ariel Automatic is the Perfect
Match for your washing machine to deliver brilliant cleaning results.
Ariel’s advanced formula contains a proprietary mix of surfactants
(cleaning agents), cleaning boosters, and Ariel’s unique combination of enzymes
– ingredients naturally found in our body that break down food into nutrients
and when used in Ariel they break down food and other stains into small
particles that are lifted up from the fabric fibres and carried away in the
wash.
Q: How does new Ariel work to treat stains?
Ariel contains a unique proprietary technology which helps the
crystallized solid grease to revert back to a liquid form. As such it dissolves
the greasy part of food stains, making it easier to remove.Ariel also contains
a grease cutting technology which cuts the crystallized grease into smaller
pieces. This helps to easily remove the greasy part of food stains. Once the
greasy part of food stains is dissolved and cut into smaller pieces, new
Ariel’s unique combination of ingredients work to remove the food stains.
Q: Are there certain conditions which make the
product work better on my clothes than others?
There are
several elements that may affect the way a detergent works, but Ariel has been
designed with a wide variety of washing conditions and different fabrics in
mind. As P&G we also invest in understanding the particular washing
conditions and common stains in a country and adapt our formula accordingly. This
new Ariel formulation will provide you the great performance of Ariel at
temperatures even as low as 30° Celsius. Minerals in the water can also affect
the performance of a detergent and this is why Ariel contains special
ingredients that bind to these minerals to enable the cleaning ingredients to
work better.
Q: What is an enzyme?
Enzymes are ingredients naturally found in our body that break down food
into nutrients and when used in Ariel they break down food and other stains
into small particles that are lifted up from the fabric fibres and carried away
in the wash.
Q: What is
a “chelant”?
Chelants
are ingredients helping to remove metal ions from stains and from the washing
solution. In doing so, they help to remove soils and keep fabrics looking
bright
Q: How long has it taken you to develop this
new product?
The formula has been developed over five years.
Q. Can I wash all my garments with it regardless of texture, white or coloured?
New Ariel
has been designed to cover a broad range fabric types and colours and keep them
beautiful. Always follow the usage and washing instructions on your garment and
the dosing instructions on pack.
Q. Will this new formulation work in
cold water cycles?
This
new Ariel Auto formulation will provide you the great performance of Ariel at
temperatures even as low as 30° Celsius.
Q: I thought pods were the future for Ariel,
why is this powder so special?
In P&G we are committed to serve more consumers more completely across the world. We are ensuring that we have offerings that provide superior performance and value, that our pricing is right, that innovation is strong and that the marketing effectively communicates the superiority of our offerings. Different consumers have different needs and this is why several product propositions including liquid and pods have been developed.
Q: What is in Ariel washing powder?
Ariel’s advanced formula contains a proprietary mix of surfactants (cleaning agents), cleaning boosters, and Ariel’s unique combination of enzymes – ingredients naturally found in our body that break down food into nutrients and when used in Ariel they break down food and other stains into small particles that are lifted up from the fabric fibres and carried away in the wash.
Q:What is
the recommended dosage?
Please follow the instructions on pack.
Q: Can Ariel
Automatic be used for hand-wash?
For hand wash, we recommend using Ariel
Regular powder that has been formulated specifically with hand washing
conditions in mind.
Q: Can I use regular
Ariel in my washing machine? Does the product perform differently in hand wash
/ machine wash?
Ariel Regular Powder is suitable for hand wash
or twin tub washing machines. We don’t recommend using Ariel Regular Powder in
your automatic washing machine. Regular hand wash detergent is less effective in machines because it
produces too much foam, which may delay the washing cycle, reduce cleaning
effectiveness and prevent proper rinsing
Q: I
separate my clothes by colours, are you telling me I should now separate my
fabrics by type of fibre too?
Ariel powder will provide you the great
performance of Ariel on most of your fabrics. For delicate fabrics like wool
& silk, we would always recommend a Light duty detergent. Always follow the
usage instructions on pack and the care instructions on the garment label.
Q: Should
I still divide dark from bright coloured garments?
Yes, it is still recommended that you sort
your laundry basket as you already do today, i.e. separating whites from dark,
and also wash brightly coloured garments separately.
Q: Can Ariel
powder be used on wool/silk?
No.Ariel is not suitable for wool or silk
garments. Those should always be washed with a specialty detergent for Wool and
Silk not containing enzymes.
Q What is
the shelf life time of Ariel?
Shelf life is indicated on pack.
Q: Do you
have phosphates in Ariel powder?
Nowe do not have phosphates in Ariel powder.
Q. Will
Ariel powder discolour my coloured clothes?
Ariel Powder gives you a superior wash experience every
time, whether you’re washing a great pile of whites, or a tiny load of coloured
garments. New Ariel has been designed to cover a broad range fabric types and
colours and keep them beautiful. Always follow the usage instructions on pack
and the care instructions on your garment labels.
Q. Do you
have bleach in Ariel?
The bleach in Ariel powders is specially
formulated to treat tough stains without discolouring the dye in the fabric.
Always follow usage instructions and care instructions on your garments’
labels.
Q. Where
is this product manufactured?
In Nigeria.
Q: Do you
have the same formula also in the other countries?
This new formula has been extensively tested and is sold in
several countries around the world.
Product Development & Consumer Insights
Q: How do you develop this product?
We
are in contact with thousands of homes across the globe to find out what
consumer want and to understand their laundry challenges.
Q: Who is this new product targeted at?
New Ariel
is ideal for anyone who loves their clothes and linens and wants to maintain a
high standard of clean. It especially for people who may be prone to stains and
need their clothes to look right first time, in one wash if they lead busy
lives.
Business Questions
Q: How much did you invest in this product?
We never share details, however we are confident that this product
will serve consumer needs and deliver the performance that consumers expect
from Ariel.
Q: How much did you invest on this product and on the marketing campaign?
We never share marketing details. However, we are confident that
consumers will love it as much as we do.
Q: How much do you plan to earn out of this
launch?
This product is really great and consumers will love it as much as
we do. We believe it will be a great success.
Q: What is the value you bring to the consumer?
It is a fabulous product offering
excellent stain removal in one wash on
many tough stains
Q: Why should I buy this product on shelf?
It is a fabulous product offering
excellent stain removal in one wash on
many tough stains
Q: In this tough economic period, do you think that a lot of consumer could afford it?
It is a fabulous product offering the
excellent stain removal in one wash on
many tough stains
Q: Do you plan any global expansion for this product?
Ariel is available in over 80 countries worldwide.
Q: Are you
planning on launching a liquid detergent or unitdosedetergent in Nigeria?
We do not talk about future launches
Q.
What is the main difference between P&G and its key
competitors?
What sets us apart is innovation and our passion for the consumer. In
every country that P&G operates, we are continually innovating to improve
consumers’ everyday lives through our brands in small but meaningful ways. Our
core strengths give us competitive advantage:
Consumer understanding inspires and guides P&G innovation and
brand-building.
Go-to-market capability and global scale enable us to create more value
for more consumers and customers.
We continue to simplify, digitize and integrate to act as one Company
for greater competitive advantage.
Q. What is P&G’s
approach regarding global and local brands?
P&G’s approach is “think global, act local,” and our unique
organizational structure is designed to enable this approach. We develop our
brands through Global Business Units, which are responsible for the research
and development and overall equity of our brands. We recognize that consumers
are not the same around the world. That’s why we market our brands through
Selling and Market Organisations, which are responsible for having a deep
understanding of local consumers in local markets all across the globe and
driving innovation to serve these consumers.
Q. One of P&G’s growth strategies
is to serve lower income consumers and developing markets. How are you doing
this? Are you watering down existing products? If you can make quality products
at reduced costs for lower income consumers, why not for everyone?
P&G’s
growth strategy, inspired by our purpose compels us to touch more consumers’
lives through our benefit-driven brands that improve everyday lives of our consumers
in small but meaningful ways. Our approach in serving developing markets starts
with an in-depth understanding of local consumer needs and this is what informs
our product portfolio in these markets for example Ariel Enzymax is a product
specifically created for the Kenyan market and can remove local stains.
For
example, in certain markets, to satisfy local consumer spending and usage
habits, we may create smaller sizes of our current products while also still
marketing larger sizes for those consumers with a larger cash outlay. Overall,
our approach is to delight consumers and because deep consumer understanding is
one of our major strengths, we are continually innovating to meet the needs of
a wide range of consumers. This has led us to become the #1 consumer packaged
goods company in 17 developing markets, including Russia, China and Mexico.
Q. How
different are the markets in Sub Saharan Africa compared to USA?
The U.S. market is a very developed market, sophisticated in terms of
consumers’ needs and the retail industry. Markets in SSA have huge potential
for P&G. Sub-Saharan Africa is a rapidly developing region with huge
potential for growth, and consumers with increasingly sophisticated
preferences. By 2015 the population is estimated to be about 1 billion.
Today there are over 30MM babies less than
2 years old in Sub-Saharan Africa – that’s more than Western Europe and the US
combined. Over 40% of the population is younger than 15 years old – this all
represents a rapidly growing number of consumers to serve. The potential is
huge - IMF projects SSA economic growth in 2010-2015 to be in the middle of the
BRIC countries – faster than Brazil and Russia
P&G ethics
Q: Did you test this product on animals?
No. We did not test Ariel on animals.
Q: Do you test other Ariel products on animals?
We do not test any finished products on
animals. P&G tests on animals only when required by law. We work with Authorities and Regulators to
eliminate animal testing completely.
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