How Canoe Consolidates Leadership Status As Coloured Fabrics Washing Detergent

PZ Cussons Nigeria recently launched a Pan-Nigeria campaign for its Canoe detergent brand. The brand which is reputed for its leadership in preserving the colour and quality of clothing used the platform to unveil its new logo and to reward consumers. 

 

The campaign which has no doubt helped to consolidate the brand’s leadership position in the market took place in various market locations across the country. It was a direct stakeholders’ engagement strategy that brings the brand in contact with the consumers, traders and other partners.

The initiative attracted huge stakeholders’ endorsement for the brand, most especially for creating a niche for itself as the leading name in colour care for fabrics.

Some specific market locations visited by the brand include; Ojuwoye Market, Mushin; Okearin Market, Lagos; Oja Oba Market, Akure; Suleja Market, Niger State; Gbagi Market, Ibadan among others.

At the Ojuwoye Market, Mushin, the market women led by the Iyaloja General, Odi Olowo/Ojuwoye Lagos, Alhaja (Chief) Mrs. Mufuliat Abimbola Adebunmi commended Canoe detergent, for meeting the expectation of consumers by preserving the quality of coloured fabrics while washing cleaner and better.

She also used the platform to encourage the brand owners to constantly ensure that they strive towards satisfying their consumers.

Her words:

“We appreciate your efforts. We salute your innovation especially your newly relaunched colourful canoe detergent and we assure you of our endorsement and patronage”, Adebunmi said.

Besides, she advised that “the brand should continue to maintain the standard it has set for itself before the consumers, noting that such will enhance continued patronage and support by the target audience.”

Speaking in a similar vein, public Relations Manager of Da Viva Fabrics, Mrs. Carol Arhere, said “the newly repackaged Canoe detergent is a delight to consumers who want to use a detergent that will not damage the colours and quality of their fabrics after wash”. According to her, “Da Viva fabrics is produced by Africa prints, and we have been in partnership with Canoe detergent for more than two years”, adding that Canoe has been tested on Da Viva fabrics and there has been no issues as regards preserving the colours and quality of the materials after use”. Da Viva make bold to endorse brand Canoe.

There were lots of commendations from consumers during the campaign across the country. For instance, at the Suleja Market, the brand was commended by the star-prize winner of a brand new washing machine, a trader simply identified as Mr Anayo "for displaying 547 faces of Canoe detergent in the market and for having the best display (of the products)".

Commenting on the brand relaunch, senior brand manager, Canoe Detergent, Aro Olalekan stated that the essence is to unveil the new colourful look of Canoe, reinforce the brand’s leadership status in the colour care segment, entrench colour care credentials; strengthen existing trade loyalty. This is also a platform for bonding with our trade partners and consumers.

“Canoe detergent was reintroduced into the Nigerian market in 2013 and positioned as a good value branded detergent powder which protects and cares for coloured garments. We are unveiling a new colourful Canoe detergent and the choice of in-market relaunch is to strengthen the existing relationship with our trade partners and boost consumers’ confidence on the efficacy of brand Canoe. He added that the plan is to take the relaunch to other locations across the country, which will afford us practical interaction with the brand and the consumers.”

He further explained that, “Brand Canoe has consistently blazed the trail and created an indelible impression in the minds of consumers at every experience, by making our coloured fabrics look brighter for longer. Our Canoe Laundry ranges have continued to experience positive reception from all our trade partners. Hence, this warm gesture presents an opportunity to further strengthen the bond between Brand Canoe and our trade partners.”

On the partnership with Da Viva, he disclosed that an internal product quality test, by Da Viva has corroborated the brand’s claim of being the only Nigerian detergent powder that protects colours in every wash.

Also at the product relaunch in Suleja Market, Niger State, the company's brand manager, Fabrics Care, Miss Gloria Jacobs, said the new product package was necessitated by the need "to evolve and make the product more attractive in line with colour care composition" and "to cater for people that have large families at affordable price. That is what we are doing in Suleja Market".
                      
On his part, Regional Sales Manager, Lagos, Ayodeji Adewale, who spoke on the competition in the market segment revealed that, “It has been a tough market, noting that however Canoe detergent has always find a way round the market competition through innovative products and connection with the consumer.”

He stated that what distinguishes the canoe brand from competition is that it has created a niche for itself by promoting colour care of fabrics as the brand will continue to deliver on the its promises to meet the expectations of our consumers.”

From the brand’s antecedent, it must be said that it is determined to sustain its bonding relationship with the traders and consumers. It will be recalled that it launched its “Alive with Colour Campaign” much earlier, visiting selected markets and malls, during which consumers were assured that with Canoe Detergent brand, they can wash their coloured clothing perfectly clean, without compromising the look and quality of the fabrics.

Consumers were also encouraged to afford themselves of the unique benefits of the brand by visiting supermarkets and stores across the country to purchase to product which is readily available and at very affordable price.