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The Brand Equity Index is based on consumers' responses across three basic criteria - willingness to pay a price premium; favourite brand and the recommended brand. The company's tissues are already the UAE market leaders in value terms, according to the latest study by research firm AC Nielsen, the world's leading market research agency.
The boutique tissue boxes come in bright colours and are on sale at retail outlets. The tissues are made from 100 per cent virgin pulp to achieve a very low grammage, which makes them extremely soft-yet-strong and wet resistant, with high absorbent properties.
In his comments on the launch of the new tissue line, Ashraf Abu Shady, Chief Executive Officer of Masafi, said: "Masafi's business model is driven by the need to better the quality of the fast paced lives of our consumers. The launch of the new boutique tissues helps us to extend the Masafi brand further enriching peoples' lives with every day innovative, unique quality products. Through the process of steady product additions and line extensions, we are closer to becoming a total FMCG company."
He added:
"The Brand Equity Index is another feather in our tissue business. To achieve the leadership in consumers' share of heart is a significant development in the broad scheme of things for Masafi."
The company is supporting the new product launch with an advertising campaign.
Masafi has successfully retained its market leadership in the UAE mineral water segment with around 40% share. The company exports approximately 30% of its product portfolio to different countries. The major importers are Japan, Oman, Kuwait, Qatar, Bahrain, Afghanistan and Djibouti. The company also exports to Germany, UK, Australia, Taiwan, Pakistan, Morocco, Yemen, Sudan, Bangladesh and the Ivory Coast, among others.
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Posted by Ehab Al-Abbadi
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