As Cussons stakes UGX1bn in Imperial Leather Promo
Government has been advised to strike a balance between protectionism and economic integration if the country is to register both industrialization and sustainable economic development.
Innocent Tibayeita, the Managing Director African Queen Uganda’s Number One Distributor, says that whereas the Buy Uganda Build Uganda (BUBU) is a positive move, government should not promote it at the expense of regional economic integration and market standards like quality of products.
Speaking at the launch of Imperial Leather – Be Fresh and Win Promotion, Tibayeita said that as a distribution company, African Queen is ready to market and distribute locally manufactured products that meet the standards to maximize the economic benefits for the local industries and entire region.
Tibayeita stressed that although African Queen supports industrialization and is actually positioning itself to venture into local manufacturing, there is need for balancing the segmentation of the market with the bigger regional picture.
He stressed that for economic integration to make sense, the East Africa Community needs to remain open to trade by not closing some markets to some brands from Kenya, Tanzania other member states. He re-affirmed African Queen’s pledge to remain active in the region by distributing high-quality products.
“So it is a mix of Yes, we appreciate government’s engagements and interest in developing locally produced goods but we also appreciate the fact that economic integration across the African continent cannot be achieved by protectionism. So we need to strike a balance,” observed Tibayeita.
Tibayeita made the observations while launching a UGX1 Billion shillings Imperial Leather Promotion in Kampala. He noted that imperial leather is not only a luxury lifestyle brand but will also open up opportunities for customers to attain bigger dreams such as Flight Tickets to Dubai, to Ssese Islands and cash ranging from UGX100,000 to UGX10 million.
The three months promotion will last till January 2020 and will have several other prizes such as winning airtime.
Winning will require customers to purchase Imperial Leather Soap or Lotion, which have enclosed codes that they will send to 8008 on any network to enter into a draw.
Tibayeita hailed the promotion as a great opportunity for customers, traders but also as an endorsement for Uganda’s importance for PZ Cussons, makers of different personal care products.
“This investment of one billion shillings in a promotion is about an endorsement of the Ugandan Market, so we want our partners to benefit our customers. There are over a billion shillings worth of prizes in the promotion- our traders will make a lot of money and the brand heritage will grow”, adds Tibayeita.
PZ Cussons Managing Director Sekar Ramamoorthy noted that Imperial leather consumers have embraced its new full range of personal care products that include men’s grooming products bath soaps and lotions due to their signature fragrances and longevity.
“Our 2019 strategic mission is to raise the profile of Imperial Leather as a Luxury lifestyles brand which delivers amazing experiences and is always part of the process where exciting memories are made,” Ramamoorthy explains.