NAIROBI, Kenya, Mar 22 – Samsung is arguably one of the most popular electronics brands, and its popularity in Kenya has been growing for years.
The South Korean company, which sells high-end smartphones and home appliances, among others, was recently ranked 4th on the list of brands loved by Kenyan women.
It only came behind M-Pesa, Safaricom, and Equity Bank, which are the top three brands that women admire.
So, how did the Seoul-based firm become a darling to Kenyan women?
According to Ipsos Kenya Country Manager Chris Githaiga, the adoption of strategic marketing initiatives and engagement with consumers through targeted campaigns, sponsorships, and community outreach programs helped Samsung win the hearts of Kenyan women.
“Marketing to women is about recognizing their unique needs, desires, and challenges, and then crafting products and services that address these,” Githaiga said.
“The brands recognized in the top 100 rankings have gone beyond the normal functional delivery of the brand to creating emotional connections and building trust,” he added.
Samsung’s good rapport with ladies is also due to the majority of them being keen on details when it comes to home appliances as well as personal gadgets, hence the need for makers such as Samsung to make gadgets that resonate well with them.
”This recognition is a great testimony that we are always committed to giving our customers the best. Being loved by Kenyan women as a brand is no mean achievement,” said the Head of Marketing Mobile Experience at Samsung Electronics East Africa, Brenda Khaimia.
“It is a challenge for us to give them even better and sustain their love for us,” she added.
The 4th edition of the Top 100 Most Loved Brands by Women in Kenya study was conducted by BSD Group and Ipsos.
The study highlighted the significance of women consumers as a profitable market segment and shed light on their role in driving household purchase decisions.
