Croda hosts successful customer and consumer events in Kenya

crodaCroda is investing heavily in the region with a state of the art Centre of Excellence in South Africa, a newly opened office in Nigeria and subsequent new offices set to open in Kenya and the Ivory Coast by the end of 2018.

Because Africa is a diverse continent, the company believes a more granular and regional approach is required for successful and sustained market entry. This approach is proving positive for the company with the successful culmination of its first seminar and consumer focus group in Africa.

The two day seminar took place at the Ole-Sereni Hotel in Nairobi, Kenya. ‘It’s unique location along Kenya’s National Park, perfectly complemented our East African experience as well as the customer entertainment we had lined up for the poolside cocktail event,’ says Chantel McCallum, Croda South Africa’s marketing manager.

Orkila – Croda’s distributor in the East African region – assisted the South African team with organising the event. Customers from Kenya, Uganda, Tanzania and Ethiopia were invited, with more than 60 customers attending. ‘In fact, on day two we had additional customers arriving – as in typical African culture – the word had spread,’ she adds.

The seminar provided an overview of Croda South Africa with technical and market related presentations on hair and skin care. The company also hosted a consumer focus group in Nairobi in collaboration with a brand owner and manufacturer from the region. The team interviewed 17 women and one man, who is a trichologist.

‘The response and insights were exceptionally helpful and quite different from my South African experience,’ McCallum explains. ‘We’ve identified the top needs from the region which will be compared with the needs identified in South Africa. Together they will lay the foundation for additional projects in our Centre of Excellence in SA.’

Croda South Africa’s next African seminar and consumer focus group is scheduled to take place in Nigeria, in early November.

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