Ethics and Branding Policies are Part of the Solution in Emerging Markets OTC : FLKI
Falken and its Clean Plus® Product Group, for all its size and colossal competitors, have accomplished great things in emerging markets. Manuel Garcia, its communications officer, in fact emphasizes the importance of maintaining and developing ethical footing in general, but in particular in emerging markets.
When it comes to cleaning and maintenance, disinfection and health protection products launched in emerging markets, brand owners like FLKI have a lot of issues to address in order to ensure their continuing success. It’s not a simple product launch. Falken must take into account the societal norms and social taboos of the region it is attempting to penetrate, and also consider the area’s economic situation. It is an area in which it excels !
Garcia, speaking of FLKI’s strong position in the manufacture of consumer, professional and industrial chemicals and wipes says that perhaps Africa offers a signpost to developing health protection consumption amongst low-income groups. FLKI, he says, has made some serious inroads in a number of African nations by teaming up with international organizations whose goal is to end poverty, to supply free health care protection to children and disaster victims. “The best example of this is the popularity of Clean Plus® Hand & Body Wipes, uniquely impregnated with FLKI’s proprietary SN10® solution,” Garcia explains. “The wipe is lypoprotective, anti-allergenic, and anti-bacterial. It is affordable and effective making it something of a shining light in the developing world.”
According to Garcia, health protection brands like those conceived by FLKI should continue to maintain and develop their ethical footing. “Away from schools, the issue of education is also key in many developing markets, where religious or social taboos have for example, a less-than-liberating effect on the female population,” Garcia says, adding that education campaigns, especially in more outlying regions, appear to have the capacity to change attitudes on health care.
Each emerging market is different in its own way when it comes to its social barriers, and each offers unique challenges. Take India, for example, where Garcia says the sight of charitable and socially-conscious brands might be regarded as window dressing.
With a view to long-term market development, investment in education, as well as sponsoring the development of small-scale health protection businesses, Garcia says it would appear to be an excellent opportunity for all players to develop an ethical position. “While broader involvement would certainly help satisfy a significant need, it would also encourage the first steps towards the development of a broader health protection market in some of the world’s most populace areas, surely making it a win-win situation for all,” he says.
Falken Industries Ltd OTC : FLKI is a diversified industrial conglomerate that operates in Chemicals, Wet Wipe and Biodegradable Technology. Falken Industries Ltd is the concept behind more than 160 products distributed through a network of global platforms and the recipient of trade awards for innovations, biodegradability and environmental and health quality standards. As a reliable partner FLKI creates chemistry to help distributors and retailers in virtually all industries to be more successful. With its high-value products and intelligent solutions, FLKI plays an important role in finding answers to global challenges such as environmental protection, energy efficiency, and mobility. |
