Unilever vies ‘high double-digit growth’ in 2012

By Cheranka Mendis

Unilever Sri Lanka is anticipating high double-digit growth this year, with the multinational giant pursuing an aggressive marketing strategy including launch of new products.

Describing 2012 as a ‘special year,’ Unilever Sri Lanka Marketing Director Asanga Ranasinghe told the Daily FT that the company would work towards achieving “high double-digit growth,” a step up from the double-digit growth experienced in 2011.

“Last year we were shifting our operations from Grandpass to Horana and we could not cater to the full demand. However, we did achieve double-digit growth,” Ranasinghe said.

“This year will be special for us. Not only are we operating from our new purpose built factory in Horana, which was constructed at an investment of over US$ 50 million, we are also looking at introducing new brands to the country,” Ranasinghe added

Unilever currently operates in 11 categories of which it holds market leadership in each grouping. It also has 28 brands in the country, which is likely to expand to 30 this year.

Launching the first of the three that will enter the local market, Comfort Ultra Pure was introduced on Friday at the first-ever Comfort Family Fair, which was also launched on Friday. The new product will guarantee softer and smoother laundry for kids, bringing comfort to their delicate skin.

The product comes highly recommended by the international medical community with research findings supported by the British Skin Foundation. The fabric conditioner is dermatologically tested and hypoallergenic.

Ranasinghe said: “In 2011 we found out that the potential for growth in the laundry products in fast-developing countries such as Thailand and Vietnam was tremendous. In these countries Comfort plays an important role.”

The potential for the product to then be promoted in Sri Lanka was also found to be high. The company believes that the product could be marketed across all strata of society. “We want to build a fabric conditioner category so that in the long-term we would be able to achieve consumer lifestyle enhancement while contributing to the development of the country.”

Keeping in line with promoting the brand, the company launched a new website, www.takecomfort.lk, an interactive website offering tips and advice on soon-to-be mothers and new mums. With blogging possibilities, tips such as parenting 101, baby facts and names, the website aims at becoming a guide to the comfort users.

Over the next few months Unilever will introduce Domex toilet cleaner and Lakme beauty products to the country. Domex holds the number one or two positions in nine countries including India, Netherlands and Philippines while Lakme is among the most popular cosmetic brands in India.

The three-day Comfort Family Fair was held at the Sirimavo Bandaranaike Memorial Exhibition Centre at the BMICH premises. The fair showcased a wide range of products and services geared at serving the new or soon-to-be parent. The fair featured stalls from some of Unilever’s best brands such as Vaseline, Pears, Pureit and Knorr.