Kao expects 15% sales by year end

PETALING JAYA — Japan’s home care expert Kao (M) Sdn Bhd (Kao) is targeting 15% growth for its total sales value this year, based on its business expansion plans over the medium term.

The plans include the unveiling of new product looks for some of its products and the introduction of innovative features for their existing product range.

Associate marketing vice president Tan Poh Ling said the group’s business are expected to grow in tandem with the increase in Malaysia’s population of 1.51% per annum, which adds up to 1,268 persons each day or 58.95 births per hour.

“Malaysia labour force has increased 1.8% to 14.5 million last year, as compared to the previous year, as more women enter and stay on in the job market,” she said during the launch of its parenthood campaign yesterday.

Tan also said female participation in the labour market was high, exceeding 58% for the 25-54 prime age group.

“This is attributed to the increase of (overall) female employment which was up by 0.4%, reaching 54.1% last year.”

Company president Fujiwara Masaki said the parenthood campaign will highlight Kao’s role in helping modern parents cope with juggling career and family.

The “Welcome To My Modern Parenthood” campaign will provide convenience and save time for parents.

“Parenthood is an important time for most people. While having a newborn is exciting, it is also stressful especially for modern parents who want the best for their families and the toll taken on parents are considerable.

“This phenomenon is exacerbated as it becomes more expensive in Malaysia to engage maids or helpers. Kao wants to give back to parents some time, convenience and to restore their spick and span homes. Kao aims to be their helper at home,” Fujiwara said.

There are 1.62 million toddlers between 0 to 2.5 years old in the country based on last year’s figures.

In conjunction with its parenthood campaign, Kao Malaysia has introduced its first parenting guidebook called “The Secret to My Modern Parenthood”, which is aimed at helping new parents maximise their enjoyment of parenthood while minimising workload and stress.

The guidebook contains 12 chapters with topics which includes tips from Japan on understanding babies, knowing the importance of fatherhood, family budgeting, environmental hygiene, methods in cleaning household items to testimonials from doctors and parents.

The guidebook helps parents tap into Kao’s modern tools to ease housework and provide proper care to their babies.

“By using Kao’s hallmark products such as Merries, Magiclean & Attack, modern parenthood becomes more enjoyable as parents discover easier, quicker and more manageable ways to perform household chores, leaving them more time to create good memories and smiles,” said Tan.

Tan said Kao recognises the need to educate and provide invaluable insights on parenting and caring for a household.

“It is also meant to help families share the load of parenting which was traditionally undertaken by women,” she said.

Modern fathers who would like to share the load of parenthood with their wives, but are at a loss on what to do, can now refer to Kao’s modern parenting guidebook, she said.

“The campaign and guidebook will definitely give new dads some handy tips,” she added.

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