Molfix Baby Diapers re-introduced
Hayat Kimya, Turkish manufacturer of fast moving consumer goods (FMCGs), has reintroduced Molfix baby diapers onto the Ghanaian market.
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The new Molfix comes with a brighter packaging and texture in addition to a larger quantity, compared to the previous one.
It also comes with a flexible handle for each pack at a subsidised price for mothers and baby caregivers.
It also has peculiar features which makes it friendly to babies’ skin. In Ghana, Molfix is distributed by Forewin Ghana Limited, an import, export, distribution and marketing company.
Reason for relaunch
In an interview with the Graphic Business, the Field Sales Manager of Forewin Ghana, Mr Edmond Yogtiba, said the product was relaunched after a market intelligence survey was conducted to measure the views of retailers and consumers about the product.
According to him, the diapers market was saturated, so the company had to carry out a scientific exercise to be able to devise the appropriate techniques to use to attract a lot of customers.
During the exercise, Mr Yogtiba said it was realised that certain features such as the texture and packaging needed to be changed, noting that the positive responses encouraged the company to know how Ghanaians appreciated the product.
“We found out from our survey that distributors and retailers want more profits, so we had to review the price which is now written on the product in addition to a more flexible handle,” he said.
The Senior Brands Manager of Hayat, Mr Seckin Baynak, said over 20,000 mothers were sampled to find out from them how Molfix could be improved to be the preferred product among other brands on the Ghanaian market.
He said Molfix had the capacity to hold a lot of liquid for a long time, “which means Molfix does not leak and will give babies enough sleeping time which means mothers can have enough rest too.”
The occasion was also used to reward some dedicated and committed retailers and customers of the product with fridges, washing machine and other electrical appliances.
Some representatives of Hayat Nigeria were made to share their experiences about Molfix, and how the product had been accepted on the Nigerian market.
Media campaign
The Country Manager of Hayat Kimya Ghana, Mr Suleyman Sanduvac, said the relaunch of the product was to create the way for a massive media campaign in the next six months to create enough awareness about the quality features of Molfix.
He said Ghana was a special country for investment, and Hayat was here to take advantage of the friendly business environment.
He indicated that the company would carry out a rigorous media campaign in the next six months to make Molfix a preferred choice for all mothers in Ghana and the West African sub-region.
He encouraged mothers to purchase the product because “Molfix baby diapers are produced with utmost care; they are extremely gentle on your baby's sensitive skin, and their green absorbent layer provides perfect dryness while the outer surface of the diaper protects the skin.”
He added that Hayat had in its long-term plan to establish a factory in Ghana to produce FMCGs in the country to create employment. — GB