are passed down through generations. The main difference is demographics ; Southern Europeans prefers less powerful detergents combined with bleach washed in low temperatures whereas Northern tradition involved with powerful detergents without bleach combination washed in hotter water. Packaging differs also; north people want compact product but in south people want big boxes. Henkel implemented different strategies for different markets relying on those differences like; ``whiteness with care``
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Executive Summary The strategic opportunity is to choose between international standardization and the Henkel European model of local heritage. Henkel’s main competitors are following the international standardization strategy resulting in optimization of product portfolios and significant margin growth. There are three strategic alternatives: * Continuing the local brands in Spain and Italy * Replacing the local brands with the flagship Persil brand * Holding the local brands as
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Bob Simmons – Strategic Transformation Case Summary: Henkel was a German manufacturer of laundry products. Went public in 1985. In 2008 it was 14 Billion pounds in 125 countries. Majority in EMEA. Most of exe team were German. Organized into three major business units: Adhesive Technologies 48%(glue stick)‚ Laundry and Home Care 30%‚ Cosmetics/Toiletries 22%. Industry leader in adhesives. Rorsted took over as CEO in 2008. Henkel was reporting comfortable growth and profits with
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P&G Korea Case Study The main issue of the P&G Korea case is centered around the question of market share. P&G and Unilever are the two major market shareholders in the Korean detergent industry holding 80-85% of the total market share. The remaining 15-20% of the market is held by low-priced local Korean brands. There are no new markets either company can tap for further market share since most Korean households already use laundry detergent‚ making the market saturated. Other than peripheral
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Appendix p. 3 4 p. p. p. p. p. p. Recommendations: After thoroughly analyzing your company‚ we have come up with several recommendations for you to consider. To begin‚ we believe that Henkel should continue with the lowcost reduction strategy across the board. In doing so‚ this will ensure that you do not spend money in areas that money does not need to be spent. We also believe that there is great possibility for acquisitions wi
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Detergents A detergent is a surfactant or a mixture of surfactants with "cleaning properties in dilute solutions."[1] These substances are usually alkylbenzenesulfonates‚ a family of compounds that are similar to soap but are more soluble in hard water‚ because the polar sulfonate (of detergents) is less likely than the polar carboxyl (of soap) to bind to calcium and other ions found in hard water. In most household contexts‚ the term detergent by itself refers specifically to laundry detergent
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with its Laundry detergent bar‚ RIN. The overall objective of the marketing planning was to differentiate and position RIN‚ a non-soap detergent bar‚ as a fabric washer that gives consumers a superior cleaning power with much less effort than what is currently obtainable in the market. Lever ‘s seeks to gain an entry into the laundry soap segment where it currently does not have product offering. The Company hopes to capitalize on the success in its two brands of Non-soap Detergent powders‚ Surf
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1. History and Location Henkel AG & Co. KGaA is a multinational company headquartered in Düsseldorf‚ Germany. Founded in 1876‚ Henkel is a global leader in the consumer and industrial businesses with brands such as Persil‚ Schwarzkopf and Loctite. Headquartered in Düsseldorf‚ Germany‚ Henkel employs 48‚000 people worldwide and is ranked among the Fortune Global 500. The company’s preferred shares are listed in the German stock index DAX. In North America‚ Henkel has about 5‚700 employees in
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* The strategic problem is whether to globalize the brand portfolio in Italy and/or Spain in order to get a market share value of 29‚87M Euros by 2002 (Exhibit 1) * Our strategic opportunity is to standardize its brand portfolio in Europe Market. It will impact on: 1) greater savings on unit variable costs up to 15-20% by doubling the production of existing plants‚ and 2) 22% potential increase on market share. * Business is becoming more complex because of conflicting marketing targets and
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General process information Detergents are manufactured using a synthetic surfactant in place of the metal fatty acid salts that are used in soaps. Most of the powder detergents have soap in their mixture of ingredients‚ however it generally functions more as a foam depressant than as a surfactant. Powder detergents are manufactured using various processes‚ such as spray drying‚ agglomeration‚ dry mixing or a combination of these. Spray Drying Process The different stages / operations performed
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