Imperial Leather seeks to reanimate position on Ugandan market through Shs1bn promo

British personal care products manufacturer PZ Cussons, the owners of the Imperial Leather brand have launched a one billion shillings promotion aimed at reinvigorating their position on the Ugandan market

A few years ago, Imperial Leather used was the number one soap on the Ugandan market but as time went by, their position was taken over by  products from Unilever, Reckitt Benckiser and Procter and Gamble.

Speaking at the launch of the “Be fresh and win” promotion, PZ Cussons East Africa Managing Director, Sekar Ramamoorthy said they have now introduced a new full range of Imperial Leather products as one of the strategies to lure back their customers.

“Our 2019 strategic mission is to raise the profile of Imperial Leather as a luxury lifestyle brand which delivers amazing experiences and is always part of the process where exciting memories are made,” Ramamoorthy said during the launch of the promotion.

The company with its headquarters in the UK recently warned that it was facing a weaker consumer demand across its main markets including Nigeria hampered by a weakened economy and currency but according to Ramamoorthy, their aim is making Uganda, their third-biggest market, after UK and Nigeria.

“Our intension is to make Uganda the third biggest market in the world but also, make Imperial Leather the number one product in the country.”

According to Innocent Tibayita, the African Queen Limited (the sole distributors of PZ Cussons products in Uganda) Managing Director, many Ugandans’ tastes and preference in regards their products have changed, noting that they also had to change accordingly.

“One key insight in this generation of consumers is that they want personalized products that cater for their unique needs and not necessarily one product for the whole family. As a result, it has become necessary to introduce to them a wide variety of well packaged, designed and scented products that match their aspirations,” Tibayita said.

He noted that through buying Imperial Leather body and hair wash; body lotions and bath soaps, customers can win a range of prizes worth one billion shillings including a trip to Dubai, all courtesy of sending a unique code found in each of the products to 8008 and wait for daily and weekly draws.

“This national consumer promotion is aimed at reinforcing our position in the personal care products category on the Ugandan market. This promotion will make the people aware of the brand, other than thinking it is expensive.”

The new promotion will run between October 2019 and January 2020.