Background to Unilever East Africa

Topics: Unilever, Colgate-Palmolive, Hygiene Pages: 3 (774 words) Published: September 28, 2010
Unilever Kenya Limited manufactures and markets food, home, and personal care products. It was registered in 1949 as East African Industries Limited and changed its name to Unilever Kenya Limited in the year 2000.Unilever Kenya Limited operates as a subsidiary of the Unilever Group and is headquartered in Nairobi, Kenya. (Accessed on 8 September 2010)

Customer Base:
Unilever’s customer base is divided into two: General trade and the Key accounts. General trade is made up of 42 distributors countrywide and serves 75% of Unilever’s market. Key accounts encompass supermarkets (Tuskeys, Nakumatt, Naivas, Ukwala, and uchumi), convenient stores and Afco (Armed forces). This customer base makes up 25 per cent of Unilever Kenya’s business.

Products Range:
Unilever Kenya’s business is categorized in three areas: Foods, Home care and Personal care products. 1. Foods:
There are three products in the foods category which are:
a) Blue Band Brand
It is the leading brand in the margarine category in Kenya. It is currently used by over 2.3 million households annually. It has a market share of 70%. There are two variants of Blue Band: Blue Band Original and Blue Band Spread. Competition is comprised of: Goldband margarine by Bidco, and Prestige margarine by Kapa Oil refineries.

b) Royco Mchuzi Mix Brand
It was launched in 1978 as Roiko and was the first beef flavoring in the market. In 1993, Roiko was re-launched as Royco.Royco cubes were introduced to the market in 1996. The Royco brand commands a market share of 85%. The competing product is Oyo by Kenafric industries ltd.

c) Knorr Brand
There are two categories under this brand: the Knorr cubes and Knorr aromat. Knorr cubes were introduced into the Kenyan market in 1971 and pioneered the cubes market category.They are available in a two cube or six cube packets. Knorr...
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