Dishwashing in Egypt - New Market Research Report
Strong advertising by Henkel and Procter & Gamble drove demand for high performance and more convenience by housewives in dishwashing. Henkel's Pril brand maintained its presence through mass media, offering a large economy size as well as a single-use sachet to induce new consumers to try it. On the other hand, Procter & Gamble introduced a new formula for its Fairy product, with high concentration in the smell and maximum cleanliness.
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