Safaricom, Always among top 100 most loved brands by women: study


From left to right: Gender CAS Rachel Shebesh, BSD Group CEO Eva Muraya and Ipsos ...
From left to right: Gender CAS Rachel Shebesh, BSD Group CEO Eva Muraya and Ipsos MD Chris Githaiga. PHOTO | COURTESY

In Summary

  • Gender Affairs CAS Rachel Shebesh highlighted the need for targeted marketing for women to influence brands that they buy or interact with.
  • She said her Ministry is keen on data insights and will be using the data presented at the forum to enable even more efficiency.

Safaricom, Equity and Always are among the top 100 most loved brands by women, a study by market research firm Ipsos and BSD Group has revealed.

Naivas, Menegai-Bar Soap, Arimis, Airtel, Ariel, Coca-Cola, Vaseline, KCB Bank, Sawa (Soap), Dettol, Omo, Sunny Girl (Sanitary Pads), Ketepa, NHIF, DSTV and Star Times also made it to the top spot.

“The female consumer is a pretty lucrative segment for any marketer. A recent study revealed that women are the key decision makers and influencers in 7 out of 10 homes regarding purchases of goods and services for their households. I was captivated by Eva Muraya’s passion and conviction around this whole idea of bringing the women’s voice into the boardroom,” said Ipsos MD Chris Githaiga.

He spoke during the launch of the Innovative Consumer Market Study Report in Nairobi on Wednesday.

BSD Group Director Eva Muraya said the study will assist Kenyans to understand why, when, where and how large consumer decisions are made.

She cited a Forbes report which showed that women make up 80% of all consumer decisions worldwide.

“The women’s market is both numerically strong and diverse in terms of needs and preferences hence there is great growth potential,” she said.

Gender Affairs CAS Rachel Shebesh highlighted the need for targeted marketing for women to influence brands that they buy or interact with.

She said her Ministry led by Cabinet Secretary Margaret Kobia is keen on data insights and will be using the data presented at the forum to enable even more efficiency.

Also present at the launch of the Ipsos report was Nairobi Securities Exchange CEO Geoffrey Odundo who noted the importance of interacting with local brands to build an economy.

“We need to see more women in boardrooms, influencing decisions,” he said.

In February this year, the NSE joined the 30% club which is a global campaign to take action to increase gender diversity in boards and senior management within the workplace.

Mr. Odundo said the move underscores NSE’s commitment to supporting companies leverage on various aspects of diversity to enhance business capabilities in a rapidly changing operating environment.

By joining the 30% club, the NSE intends to champion for at least 30% representation of women on boards and senior management of companies listed on the NSE and within the larger Capital Markets.

On Wednesday, CEO Kenya Association of Manufacturers Phyllis Wakiaga called for consideration of women before manufacturing products.

Rose Mwaura, the National Chairperson of the Institute of Certified Public Accountants of Kenya, added that organizations needs to be conscious about the financial empowerment of women.

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