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HENKO DETERGENTS

1.1 INDUSTRY PROFILE

The detergent market can be classified into premium (Surf, Ariel), mid-price (Rin, Henko, Tide)

and popular segments (Nirma, Wheel, r! White)

The" account for #$%, &'% and &$% of the market respectiel", hich is onl" *' per

cent of the total market!

Regional and small unorgani+ed pla"ers still account for a significant &'% of the total

detergent market!

er capita consumption of detergent in ndia (.!/ kg) is loer than an" other countr"

1.2 HENKO INTRODUCTION

Henko is a detergent from Henkel 0erman" and no henkel ndia 1td become a 2"oth"

1aboratories 1td!

Henko stain champion launched in #33&!

s aailable in Henko stain champion detergent poder, henko stain champion matic

and henko stain champion bar!

1aunched in 43& in the South5 6irect competition to Surf

Top end premium5 arket share 73%

Industry Trends

6etergent market has good penetration 8 but slo groth

Saturation hits urban areas

9ar form of detergents are losing out! remium :ualit" s"nthetic detergents are

e;periencing groth due to drop in unit price!

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9usiness strateg"

Ma!r P"ayers

remium

= Surf >;cel

= Ariel

= Henko Stain conom"?id riced

= Tide

= Rin Shakti= Henko r! White

opular

= Nirma

= Wheel

#$t%$n a se&'ent( @er" little perceied difference in a particular categor" and a price point

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*rand Sa"$en+e

Stain ree

6isinfectant

0erm Remoer

*rand Per,!r'an+e

rimar"

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nironment

ore benefits at comparable prices

*rand Fee"$n&s

Safet" - Wellbeing

Securit" - rotection

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lh

ft

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tr i

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C!nsu'er De"$era$"$ty Cr$ter$a F!r POD(

Releance5 F$ per cent of consumers felt that oing to pollution, there as a need to make

clothes germ-free, hile 3$ per cent ere ar" of skin infections from clothes that had germs

een after a ash!

6istinctieness5 0erm - ighting

9elieabilit"5 adding neem , herbal properties , in the detergent makes the difference of germ

fighting belieable!

No need of Hot ater!

*rand 3a"ues

9rand antra5 Natural, Superior,

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*rand Mar0et$n& Pr!&ra''es

Name5 Henko

S"mbol

Ne design and packaging

ntroducing ne SGC (' gms)

Pr!'!t$!na" +a')a$&ns

6irect marketing 8 demonstrations in large societies to sho effectieness of germ free

propert"

6istributing T-shirts, caps ith ne s"mbol and compan" alues ! Bn the spot

complementar" gift for people at demo

*rand )er,!r'an+e 'easure'ent

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F$ per cent of consumers felt that oing to pollution, there as a need to make

clothes germ-free, hile 3$ per cent ere ar" of skin infections from clothes

that had germs een after a ash! Neem is a knon natural disinfectant!

Gr!4$n& and susta$n$n& *rand E5u$ty

9rand ill stand out as a Inatural4 product

Hen0e" Nee' P"antat$!n Pr!&ra''e

1aunch of IHenkel Neem lantation rogramme4

All branches of Henkel ill hae Neem trees on campus

Cust!'er C!nne+t

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Spread of aareness about global impact of deforestation

Re+!''endat$!ns

9eing the H>NGB the eakest brand among the other ashing poder brands, here are some

recommendations5

The" should promote and adertise their brand more like other brands are doing ith

brand personalit"!

There should be proper distribution channel and should follo S