Different sectors of household care in Malaysia are exhibiting different degrees of growth. In 2002, the value of growth for matured products, such as laundry care, insecticides, chlorine bleach and dishwashing products are driven downwards by price discounting. On the other hand as urban consumers are getting more sophisticated, household care sectors such as air fresheners and toilet care products experienced robust growth. New products such as electric air fresheners and fragrance liquids have boosted this growth. The top 2 players in Malaysia that are competing in the household care sectors are Reckitt Benckiser (M) Sdn Bhd and Sara Lee (M) Sdn Bhd. Both companies market surface care products, insecticides, air The company's most global product is the Kiwi brand, which is a market leader in shoe care.
The company's mission statement is:
"Sara Lee's mission is to feed, clothe and care for consumers and their families the world over. We focus our efforts on building leadership brands in three global businesses: Food & Beverage, Branded Apparel and Household Products." To focus on the product, Ambi Pur is managed Sara Lee/De from its headquarters in The Netherlands. The principal focus of the business is on Air Care under the brand name Ambi Pur.
A detailed background can be retrieved from the following website: http://www.saralee.com/ourcompany/
The Product
Ambi Pur is an air freshener brand that leads the market in several European countries. It is also the leading brand for air care products in Malaysia according to AC Nielsen's report (2004) (Appendix I). Ambi Pur (AP) is a brand name for air care, categorized under Sara Lee's household products. In Malaysia, the Ambi Pur brand carries these product ranges:
1) Electrical Starter kit and refill for fragrances such as Innocence & April. 2) Car Starter kit and refill for fragrances such as Tropic & Pacific Air. 3) Spray Perfume Aerosol cans and mini sprays for fragrances such as After Tobacco &
