Territory manager Consumer Adhesives Henkel

TERRITORY MANAGER CONSUMER ADHESIVES Rob Cunninghame

Contents • Sites I visited• Jewson• Travis Perkins• Wickes• What products stand out for you?• Unibond Marketing• Summary• Recommendations• Questions

Sites I visited • Jewson, Location: Raglan Street, Preston

Sites I visited• Travis Perkins, Location: Tulketh Brow, Preston

Sites I visited • Wickes, Location: Aqueduct Street, Preston

Jewson • Unibond Rapid Cure Silicone priced at £8.76.• Evo Stik which is priced at £10.07 (competitor).• Cheapest Silicone was priced at £5.63 (competitor).• Unibond Masking Tape, Smaller size tape 25mm/25m;.• Competitive product NOVIPro is double the size

(50mm/50m) £7.07.• Unibond Super PVA 5 litres priced at £34.97.• Unibond Super PVA 5 Litres (old stock) £23.99.• Silverhouse PVA 5 Litres priced at £11.99 (competitor).

Jewson

Travis Perkins• Unibond 5 litres priced at £32 (cheaper than Jewson)• No Unibond masking tape on sale in the store.• Frog tape and 4 Trade on offer.• Unibond Megagrip solvent free instant grab adhesive 6

pack offer priced at £19.06 on top shelf (1 for £5.62)• Good variety of Unibond Adhesives in store• Loctite super glue priced at £1.99 on clip strip. • Nitromors 750 ml priced at £16.93

Travis Perkins“Builders and our consumers are price orientated, there are very few that have brand loyalty. What is on offer or is the cheapest they are most likely to purchase.”• Stephen Marosics – Customer Service Expert

Wickes• Greater Variety of Henkel products.• Nitromors 375ml (£9.49) 750ml (£15.99) 2 L (£33.99)• Sealants signposted in store.• Unibond products on top shelf.• Use of clip strips to market Sellotape and Loctite perfect

pen.• Use of end of aisle displays.

What product stands out for you?

Unibond Marketing

Summary • The smaller builders merchants such as Travis Perkins

and Jewson had 6 and 10 different Henkel products on display respectively.

• Wickes had over 40 Henkel products on display.• Marketing in Wickes of Henkel products was much clearer

and easy to find in store in comparison to the other stores.• Witnessed in the stores consumers selecting the cheaper

alternative to Unibond Adhesive sealants.• Trade account customers for Travis Perkins and Jewson

are there main consumers.

Recommendations• Improve the current product placement.• Better use of Planograms in the smaller builder

merchants.• Clear pricing on display.• Potential to link Henkel products to a charitable

organisation to increase publicity.• Continue to develop and strengthen the existing links with

the stores and staff with the Henkel Territory managers.