During the launch event, Plascon Uganda’s Managing Director, Santosh Gumte, highlighted the significance of customer feedback in driving the company’s continuous innovation and market leadership.
KAMPALA – Kansai Plascon Uganda, the leading paint manufacturer in the country, has launched the 13th edition of its popular “Paint and Win” promotion, this year dubbed “Ku Ground,” which aims to connect more closely with customers and reward their loyalty.
During the launch event, Plascon Uganda’s Managing Director, Santosh Gumte, highlighted the significance of customer feedback in driving the company’s continuous innovation and market leadership.
“Listening to our customers and making necessary adjustments in a timely manner is what has sustained Plascon as the sector leader with close to 70% market share,” Gumte said, underlining the critical role of feedback in sustaining the brand’s competitive edge.
He emphasized that staying “Ku Ground” – on the ground – enables the company to innovate effectively by staying attuned to customers’ needs.
Gumte also expressed that the company’s dedication to engaging with customers is deeply embedded in its operations.
“Feedback is the staple food for those that are always on the cutting edge of innovation and change. This explains why we are dedicating time and resources to ensure we have our eyes, ears, and feet ‘Ku Ground,”‘ he added.
The launch of the promotion comes at a time when Uganda’s internet usage is steadily growing, with approximately 11.77 million users and an internet penetration rate of 24.6% as of the start of 2023, according to Kepios data.
However, the company recognizes that digital engagement alone is not sufficient.
Plascon’s Head of Sales, Moses Kato, acknowledged the importance of face-to-face interactions, especially in a market with limited online penetration.
“Being on social media or ‘Ku Ground’ should not be a case of either, or. We are growing our footprint in both spaces. While we are investing in social listening tools, we are also engaging on-ground activation teams,” said Kato, explaining how the dual approach helps the company tap into cultural trends and leverage them for growth.
The “Ku Ground” promotion will see Plascon ambassadors and activation teams visit stores across Uganda to directly engage with customers.
These grassroots efforts aim to drive awareness and participation in the promotion, ensuring customers have the opportunity to win a wide range of prizes.
Kato explained that the street activations are also designed to collect valuable customer feedback, helping the company improve its services.
“We shall have activations on the streets to interact with the customers. The purpose is to appreciate our customers, reward them, and most importantly, get their feedback on how better we can serve them. Therefore, this promotion is multi-pronged, servicing various purposes for the ultimate satisfaction of our customers,” Kato added.
In addition to the promotion’s engagement strategy, Plascon has planned a series of town activations, with one major activation scheduled per region, in a bid to enhance believability and reinforce faith in the brand.
Furthermore, the promotion will integrate a Corporate Social Responsibility (CSR) component, underscoring Plascon’s ongoing commitment to societal development.
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“This year alone, over Shs800 million has been spent on social causes in health, education, religion, cultural preservation, and sports development, and we are proud of the numerous success stories from these,” Santosh Gumte noted.
The MD reiterated that Plascon’s involvement in CSR initiatives will continue beyond the promotion, with a focus on life-improving projects designed to leave a lasting impact on the communities they serve.
The “Ku Ground” promotion is set to run for several months, offering participants the chance to win prizes while contributing to the brand’s mission of driving innovation based on customer insights.
As Plascon Uganda continues to expand its market reach, the company remains committed to harnessing customer feedback as a key ingredient for maintaining its leadership position in the paint industry.
