Low Shelf Presence for Shine-All

Despite spirited efforts by Cormart Nigeria Limited to secure appreciable shelf presence for its Shine-All brand of scouring powder, the new product continues to suffer low patronage, M2 open market survey reveals. Cormart also owns Renew, a popular brand of cold water soluble starch.
In the past few weeks, Cormart engaged young men and women to directly distribute the scouring powder in cellophane bags within various markets across Lagos. One of the salesmen who spoke to M2 under anonymity disclosed that the company was “using this medium to further create awareness for the product because it is relatively new.”
Last week’s survey however reveals that Shine-All, which comes in 200g sachets, is yet to gain shelf relevance as it was conspicuously absent in most of the markets visited from Ikotun to Mushin, Iyana-Ipaja to Agege and a few other locations. On the average, the product could only be sighted in about seven out of every ten shops visited.
Market sources say Zip and Vim remain the major players in the segment.