The FINANCIAL -- Rexona, the deodorant brand manufactured by British-Dutch company Unilever, has been named the favourite hygiene product in Georgia by a panel of around 200 experts, winning the Golden Brand Award 2014.
Rexona holds 40-45 percent of the deodorant market in Georgia, showing 30 percent growth in sales performance in 2014.
Nino Gordiashvili, Unilever multinational consumer goods company representative to Georgia, believes that Rexona has achieved the utmost success in branding and positioned itself successfully on the market throughout the year 2014.
This is Rexona’s first Golden Brand, however Gordiashvili plans to win the prize next year as well. She believes that Golden Brand will make Rexona more popular and prestigious on the Georgian market.
“We had an average of 30 percent growth in sales last year. As for this year’s expectations, there have been significant changes on the Georgian market in 2015. We are trying to increase our sales statistics with more active campaigns that will be offered to our customers in the current year,” Gordiashvili told The FINANCIAL.
With more than 400 brands focused on health and wellbeing, no company touches so many people’s lives in so many different ways as Unilever, the British-Dutch company.
Its portfolio in the world, including Georgia, ranges from nutritionally balanced foods to indulgent ice creams, affordable soaps, luxurious shampoos and everyday household care products.
Unilever produces world-leading brands including Lipton, Knorr, Dove, Axe, Hellmann’s and Omo, alongside trusted local names such as Blue Band, Pureit and Suave.
Today Unilever Georgia has three official distributor companies. They are Sharm Trading, Gabi 2010 and Good Company.
Out of the products that Unilever offers Georgian customers, Rexona has turned out to be the most popular one.
Q. Why is Rexona so popular on the Georgian market in your opinion? What is it that ensures the success of this product?
A. Not only in Georgia, but all over the world Rexona holds first place in sales statistics, which proves its high quality.
Rexona is the number one deodorant, not only in Georgia but throughout the world. The creators of the product are constantly searching for innovation. There are dozens of research centres in the world that work on improving the product and developing the quality. Recently Rexona created new motionsense system , which has no analogue in the world.
Rexona’s proprietary body-responsive technology means that Rexona can sense when the body needs extra protection - and provide it on cue.
In fact, Rexona scientists discovered that there is a difference between the way the body produces sweat when it is hot, and the way the body starts sweating when stressed or in an anxious situation. Rexona is designed to deliver antiperspirant protection on both counts. And with No White Marks technology, the clothes will stay looking fresh. Rexona was the first brand to introduce its Crystal range - deodorants which go on completely clear, eliminating the white marks aerosols and sticks can leave on dark clothes.
Georgian customers trust Rexona’s quality and are attracted by this product.
Q. You supply the Georgian market with world famous brands. How favourable is the Georgian market for the international company Unilever and are you going to add some more new products?
A. Despite the small market and population size, Georgia is still a very important market for Unilever. The company is satisfied with the sales numbers and growth rate on the Georgian market.
As for new products, while introducing new products we learn the specificity of a country’s market and determine which products are acceptable for it and which aren’t. If the company considers it the time right to offer new products, it will do it.
Most recently, we have started offering the Russian cosmetics brand Kalina, as well as Algida ice-cream.
Q. What are the current challenges that the company faces?
A. Offering innovations to customers and maintaining our competitive advantages are the main challenges the company faces on the Georgian market nowadays.
Q. What are the company’s plans for the future?
A. According to our marketing strategy we introduce new advertising campaigns every year. This year will be no exception.
As an innovator company we will offer different innovations in every category to our Georgian customers.
Rexona will not let its Georgian customers down!