Henkel- Umbrella Branding and Globalization Decisions

7/23/2019 Henkel- Umbrella Branding and Globalization Decisions

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P R E S E N T


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MM6016Branding and MarketingCommunication

29111311 Haidir Afesina29111363 Wirania Swasty29111384 Chairunnisa M.29111387 F X Kresna Paska

29111398 Aqsa Adhiperwira29111400 Fajar Liem

U M B R E L LA B R A N D

I N G A N D

G L O B A L I Z A T I O N D

E C I S I O N S


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Prepared & Presented by:

FACTS

Henkel is a family business

founded by Fritz Henkel in 1876

60% of sales is overseas (outside Germany)

Product line divided by 8

Detergentsand

cleaningagents

Personalcare and

cosmetics

Householdcares Adhesives

Inorganicchemical Foodstuffs packaging


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three Business Units show a strong ability to win in markets.

To leverage full business potential of three Business Units, they made clear choices on what to do and what not to do on a category / regional level.

Consumer Business

Beauty Care Adhesive Technologies

Industrial Business

Laundry & Home Care


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EVALUATE THE UMBRELLASTRATEGY PROPOSEDFOR PATTEX


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PATTEX BRAND

Launched in 1956 held the strength adhesive positioningfor the professional market

Advertising campaign of DM 2 million

In 1980, held 80% of the contact adhesive market in WestGermany

Brand awareness in West Germany topped 80% and over

65% sales come from outside GermanyTotal Sales were approximately DM 66 million worldwide

New Brand : Stabilit Rasant


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PRITT BRAND

Launched in 1969 as the first Glue stick to serve a special purposepapersticking

Advertising campaign of DM 3 millionIn 1980, become Henkels most successful brand internationally

Sales revenue of DM 80 million

Pritt provides products for home, school and office use. Adhesives,

tapes, KidsArt, correction and fixing products are part of the Prittrange.



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5 ADDITIONALPRODUCTSFrom 1972-1981, five additional products were introducedunder the Pritt brand name:

1. Pritt Alleskleber

2.

Pritt Allesklebe Crme3. Pritt Hafties

4. Pritt Alleskleber (bottle)

5. Pritt Klebepads

We have created so many flops; we are losing money onthem and everybody is mad at us, said Von Briskorn


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p y

PRITT (HARMONIZED)VS UHU

02468

10

Conveysconfidence

High Quality

Glue Reliability

Well-KnownBrand

For generalpurpose

SoldEverywhere

Offer usefuladhesive

Pritt

Uhu


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PROBLEMS

How he could get the strategy sold within Henkel

Would also have to convince those with profit

center responsibility in the affiliated foreigncompanies to implement the plan


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Documents

Henkel- Umbrella Branding and Globalization Decisions