Align Consulting led the transformation project of the Gentoo brand by studying the current state of the market and the brand, designing integrated strategies, establishing and operating the marketing department, developing execution plans and innovation mechanisms, and building relationships with major retail companies and activating them as primary sales outlets, contributing to enabling the Gentoo brand to achieve rapid growth and establish a strong competitive position in the detergent market in the Kingdom.
Dominance of global brands in the consumer sector
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In the consumer detergent manufacturing sector, local companies face fundamental challenges affecting their ability to grow and compete. The challenge began with the dominance of global brands that hold a significant share of the local market, placing pressure on local brands in terms of awareness, brand image, and consumer trust.Challenges increased due to limited business relationships, which made it difficult to secure contracts with certain entities and retail outlets, thus restricting expansion opportunities. Additionally, the absence of a specialized marketing department limited the clarity of marketing vision and its alignment with the brand’s goals and activities in the market.As the initial efforts to analyze the situation began, the picture became clearer, as internal reviews revealed the gap between the brand’s reality and its objectives, and the intensity of market competition, which confirmed the need for strategic intervention and a reordering of priorities.
Market Penetration and Building the Targeted Brand Image
This transformation was achieved through a comprehensive strategic approach that repositioned the Gento brand in the market, moving it from a narrow scope focused on a single product to a multi-product home care brand with a strong brand image and competitive presence capable of outperforming global brands . The first phase of the project was understanding and analysis. Align Consulting conducted comprehensive studies of Gento’s current state, analyzed competing brands, and focused on understanding consumer behavior and exploring potential opportunities for growth and effective market penetration . Based on the outcomes of the understanding and analysis phase, which provided a comprehensive and realistic vision, Align Consulting moved on to designing integrated strategies for repositioning the Gento brand. This included defining brand-building directions, developing marketing mix strategies, and drafting a clear plan for future growth . This strategy was reflected in the development of execution plans, including product development, price range determination, contribution to distribution process improvement, and activation of a range of promotional activities. Product shelf display models were also developed to ensure optimal market visibility, along with packaging design enhancements to make them more attractive and suitable to consumer needs, and to build a unified visual identity for all Gento brand products. The plans also included innovation programs to expand the product range and introduce new options, which contributed to enabling Gento to enter the market strongly and cement its brand image with consumers .To ensure the sustainability of this transformation and achieve long-term success, Align Consulting assumed the tasks of establishing and operating the marketing department within National Care Company, ensuring effective leadership of the transformation by building a specialized brand management team and training them. Additionally, the sales team was supported, and its negotiation capabilities with different sales channels were enhanced to ensure strong partnerships and increased product presence in target markets. Thanks to this integrated approach, Gento succeeded in penetrating the market, achieving rapid growth, building a strong brand image, and solidifying its competitive position in the home care products market.
The #1 Saudi brand
The best-selling in home care products.
Competing with the number one playert
In the categories of laundry detergent and antibacterial hand wash.
The fastest growing in the detergents sector
Achieved the highest market growth rates.
Product of the Year 2024 Award
Voted by consumers as the best product in its category.
The transformation project of the Gento brand reflected an ambitious approach to redefining the presence of a Saudi brand in the home care product sector. The solutions led by Align Consulting paved the way for an integrated strategic trajectory that enabled Gento to expand, boost its competitiveness, and achieve unprecedented growth in a market dominated by global brands.Gento expanded to include more than 12 diversified products comprising over 100 SKUs, allowing the brand to enter new markets and meet the needs of a wider range of consumers.The project also contributed to a sales growth that made Gento the fastest-growing brand in the detergents sector in the Kingdom. It became the #1 Saudi brand in multiple categories, cementing its position as a competitive local brand.This success was crowned with Gento winning multiple “Best Product of the Year 2023–2024” awards across the Gulf for various products. The brand also achieved an unprecedented market share, surpassing several global brands.Gento successfully reshaped the competitive landscape by advancing to the leading position, directly competing with the top player in both the laundry detergent and antibacterial handwash categories.This reflects the power and impact of the transformation led by Align Consulting in elevating the competitiveness of the Saudi brand both locally and regionally.
