Unilever Ghana has added to its laundry category of Key Soap, Sunlight and Omo detergent with the introduction of the new Sunlight 2-in-1 Washing Powder at the company’s factory in Tema last week.
The new addition of the Sunlight 2-in-1 product is aimed at growing the powders market by reducing the entry barrier into the washing powder segment of the laundry market, providing branded solutions to meet the everyday needs of consumers, and also ensure affordability.
Head of Brand Building, Unilever Ghana, Mr. Akofa Attah, said the new product has been positioned to remove many inhibitions in the use of washing powders - such as price and laundry habits - in order to give consumers the choice of using washing powder regularly.
He said in line with the company’s vision to “help people feel good, look good and get more out of life with brands and services that are good for them and good for others”, the introduction of the new 2-in-1 washing powder is intended to enable the customers experience the luxury of a washing powder that not only cleans, but also leaves a lasting fragrance in the clothes it cleans.
Mr. Attah said the comfort and satisfaction the new brand brings to the consumer is aimed at facilitating further growth of the powder’s market, which will in turn translate into more business for trade partners of Unilever.
“We are therefore not only building a strong value brand for our customers, but also a profitable business for the mutual benefit of all stakeholders: our employees and their dependants, trade partners and their dependants, our shareholders and indeed the government in the form of business taxes and more jobs,” he said.
The Category Manager of Unilever Ghana intimated that the introduction of Sunlight 2-in-1 washing powder is aimed at consolidating the 50.3 percent dominance of the company in the total laundry market in Ghana, and thereby increase Unilever’s footprints on the laundry market in the country.
He said the new brand is called Sunlight 2-in-1 washing powder because it comes with a double package, which is cleanliness and fragrance, adding that the new washing powder is intended to “delight consumers and transform the act of washing from a boring mundane chore to an exciting experience.”
The new Sunlight 2-in-1 brand comes in various sizes ranging from 1 kilogramme, 250 grammes to 30 grammes on the market which are meant to meet the needs and habits of all household types and sizes.
Source: Business and Financial Times
