More cockroaches or more cleanliness?

Even if they spent more money on household devices and housekeeping last year, the Romanian consumers’ concern for cleaner houses became more obvious. On the whole, the market of house cleaning products reached almost $30 million, according to some surveys.
A survey released by the MEMRB market research company and quoted by Johnson Wax – a company operating on this market – proves that sales of insecticides increased 25%, to almost $12 million, while the sales of toilet cleaning products amounted to $9 million, 23% more than in 2001. #leadend#
Room odorants registered the highest growth – 70% – reaching the value of $6 million. At the same tine, the products for furniture care and maintenance registered sales worth $3.3 million.
“The peak time for insecticides is usually September-October while the best time for furniture cleaning products comes two times a year: before Easter and before Christmas,” the general manager of the Romanian Johnson Wax subsidiary, Umit Subasi stated.
Subasi thinks that the main reasons accounting for this market growth are the higher and higher number of international networks and advertising.
“First of all, there are so many sale outlets available and the market became so competitive that even if you don’t really want to buy something, you still do. And more companies will enter the market, which is great for companies like ours. Moreover, advertising creates the need,” Subasi stated.  
Johnson Wax estimates sales will revolve around $20 million this year, up 50% since 2002.
According to Subasi, this growth is mainly due to the direct distribution system, consisting of a network made up of 20 distributors implemented by Johnson Wax two years ago.