Date: Dubai, UAE, February 19, 2017:Prestige, a UK-based leading cookware manufacturer, has launched its first major marketing promotion in the UAE, which includes cash discounts and valuable prizes worth Dh300,000.
The campaign, which starts today (February 19, 2017) will last for 10 days until March 1, 2017 at all Carrefour hypermarkets in the UAE. Customers purchasing any Prestige products worth Dh250 from Carrefour Hypermarkets are entitled to get an instant Scratch and Win coupon, in addition to the cash discounts.
Consumers will be rewarded with the Prestige kitchen hampers, Carrefour shopping vouchers worth Dh300, Dh200, Dh100 and Prestige Kitchen appliances and tools. This is the first such aggressive marketing campaign launched by Element Middle East LLC, distributors of Prestige products in the Middle East. The company, which also owns the franchise for Prestige products, plans to increase its market share in the UAE and the Middle East market.
The campaign comes at a time when the UAE witnesses strong consumer confidence, rising from 97 in 2010 to 108 in 2016 – way above the global average of 98, according to global research firm Nielson.
“With an increase in consumer spending this year, Prestige is well positioned to serve the consumers of the UAE and the wider region. Prestige prides itself of serving the market for 79 years, which reflects company’s commitment to manufacturing and providing ergonomically designed cookware that efficiently meet consumers’ ever changing lifestyle requirements,”said by Abbas Furniturewala, General Manager of Element Middle East LLC.
A year ago, only 12 markets out of 61 covered in the Nielson survey reached the optimism benchmark of 100—a number that was unchanged in the most recent second-quarter results (12 out of 63 markets). Markets reaching or exceeding a score of 100 in the second quarter of 2016 included: The Philippines, India, Indonesia, the U.S., Denmark, UAE, Vietnam, China, Pakistan, Saudi Arabia, Peru and Thailand. All of these countries—with the exception of Peru, which exceeded the optimism benchmark in the second quarter with a score of 102—maintained an optimistic level in the annual time period, Nielson said in a report.
Reita Thami, Business Development Managerof Element Middle East LLC, commented: “Our first marketing campaign in UAE is aimed at rewarding our loyal customers and making them happy. The company is committed to maintain leadership in the UAE and wider Middle East market in customer trust and satisfaction with high quality products and after-sale service.
“In this year of giving and in line with the government’s quest for public and consumer happiness, we wanted to spread happiness among our loyal customers. This is also our way of saying ‘thank you’ to those customers who have been so loyal for years – as well as welcoming more happy customers as we plan to expand our distribution and increase our market share.”
Prestige has strengthened its leadership in the GCC market as one of the top providers of kitchen cooking solutions, and this campaign goes in line with the group’s vision in this respect.
The company has business expansion plan, introducing Prestige Small Electrical Appliances by Mid-2017 across GCC market. Prestige delivers innovative, variety and the quality products at very affordable price with the support of similar campaigns with all major retailers in UAE and Middle East Market to reward the loyal customers.
Global kitchenware market will add Dh73.4 billion (US$20 billion) in new sales, says a new report by Euromonitor. The majority (53.4 per cent) of these new sales will come from the Chinese market, which will increase in value by Dh36.7 billion (US$10 billion). The Western European market will decline in sales by Dh7.3 billion (US$2 billion), reducing the region’s global share from 39.4 per cent in 2009 to only 28.7 per cent in 2018.
Global kitchen appliances market is expected to generate $253.4 billion revenues by 2020, registering a compound annual growth rate of (CAGR) of 6.4 per cent during the forecast period 2014-2020, according to an Allied Market Research report.
“With more and more families shifting to new homes, especially the freehold homes, we expect the kitchenware appliances market in the UAE to pick up further,” Reita Thami says. “That’s why, our marketing campaign has come at the right time to help new families start a new life with Prestige.”