Crown Paints Kenya: Setting High International Standards to Serve Customers in a Better Way

Rakesh Rao, Group CEO of Crown Paints Kenya PLC, explains why the paint company is still on top of the game after 64 years of existence, despite the competitive nature of the paint industry in Kenya.

“At Crown Paints, we set our standard very high at the international level. We continue doing gap analysis to see what we can do best. We have never compared ourselves to what the African market paint companies offer to the customers, but we are the people who are setting very high international standards to serve the customers in a better way, with more innovative ideas which others cannot even think of. That is what is keeping us on top and as the brand leader in the market here”, says Rakesh Rao.

“Our competitive advantage is brand heritage. Our company has been around for 64 years, and that is one of our biggest achievements. The second is trust – trust in the quality and trust in the longevity of our brand. When people use Crown brands, they are so happy that they are able to save cost on a long-term basis. The colors never fade. These are advantages which we have over our other competitors. Third is our innovations. We are the most innovative brand compared to other brands. We continue to add new products in the market. We have also been able to provide a lot of digital solutions such as the Crown Colour App, which includes Crown colour visualizers. We have our digital dashboard painter platform called Team Kubwa where we have been able to connect with all the painters and get information about all our territories, how our painters are buying paints, continuous feedback from the market, and then what action can be taken, what products these people are buying, and what products they are not buying. Accordingly, we do a lot of demand generation activities across the region in spite of being a brand leader. We have never taken anything for granted and we keep on hammering and launching new products and trying to create demand generation and awareness about all the new products among the customers”, he adds.

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