ADRIANO DESTRO

SIMONE DI FRANCIA

GIULIA CAMPOLO

GIANLUIGI CAMPOLO

Pel

Wear A New Smile With Henkel

Project Work Henkel 2012/13

Prof. Luigi Cantone

Presentation Structure

I. MACRO Context : “Scenario 2050”

II. Analysis : “Needs Wants & Demand”

I. Market Segmentation: “Defining The Business”

II. Offer System: Value Levers

V. End-User Segmentation

VI. Behavioristic Segmentation

VII. Product Placement

VIII. Marketing Mix

IX. Product Profile

X. Core Range Portfolio

XI. Packaging

XII. Price Policy

XIII. Distribution Policy

XIV. Communication

ECONOMIC FACTORS:

- Development in emerging markets (BRICs, South Africa & N-11 )

- Partnership between companies on a global scale

- Average discretional income growth

- Huge pickup in demand both basic and higher-priced goods

- “Oral disease: the fourth most expensive disease to treat in most industrialized countries”

- Escalating costs and limited resources

SOCIOCULTURAL FACTORS:

- Population Growth

- Progressively Ageing Population

- Globalization Growth

- High awareness of the need to look good (Visual Culture)

- Consumer skepticism towards new products (CSTNP)

- Non-communicable diseases

- Inaccessibility to higher-priced product for underprivileged and social marginalized

groups in developed and developing countries

POLITICAL & LEGAL FRAMEWORK:

- Top priority to committed policies for the prevention and promotion of globally increasing

high risks to health (such as tobacco consumption*, HIV/AIDS)

- Oral and pharyngeal cavity cancer prevention campaign

- Community based strategy for oral-disease control

ENVIRONMENTAL FACTORS:

- 20% of the world’s population does not have access to safe drinking water

and nearly 40% lacks adequate sanitation so that affects both general and oral hygiene

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OVERALL EFFECTS PROBABILITY TIME EFFECTCONTEXT

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• KEEP THE ORAL CAVITY (mouth/teeth) CLEAN & REDUCE BACTERIAL ACTIVITY:

- to PREVENT tartar, cavities, gingivitis, and gum diseases

- to MINIMIZE hypersensitivity and halitosis issues

• CONSIDERABLE TIME SAVING

HIGH AWARENESS OF THE NEED TO LOOK GOOD:

- WISH FOR BRIGHTER & WHITER TEETH

- WISH BEING MORE CONFIDENT WHEN SMILING AND LOOK ATTRACTIVE*

- LOW PRICED BUT HIGH-PERFORMANCE PRODUCTS

- VALUE ADDED MULTIFUNCTIONALPRODUCTS (Whitening, Brithening, Protective)

- AESTHETIC DENTISTRY

Customer “Needs, Wants & Demand”

NEEDS

WANTS

DEMAND

DEFINING THE BUSINESS

TOOTHPASTE/ TOOTHBRUSH

DENTAL FLOSS

MOUTHWASH

CHEWIN GUM(xilitolo/flu

oride)

PREVENTION OF ORAL CAVITY

DISEASES

SUPPRESSION OF HALITOSIS

NOT TAKING

CARE

CARING HEAVY CARING

CUSTOMERGROUPS

ALTERNATIVE TECHNOLOGIES

CUSTOMER FUNCTIONS

AESTHETIC PURPOSE

ECO-FRIENDLY QUALITY

BRAND

DISTRIBUTIONRELIABILTY

RANGE WIDTH

DEMOGRAPHIC Segmentation:

• AGE: 20 – 65;

• GENDER: Male and Female;

• FAMILY LIFECYCLE: Undergraduate, Post graduate, Married with no children, Solitary survivor, Young couples;

• INCOME LEVEL: Medium-High Income

PSYCHOGRAPHIC Segmentation:

• LIFESTYLE: Innovators, end-users who have keen interest in dental health/wealth, sportsmen/women;

• CHARACTER: Predominant, Ambitious, Countertrenders, Workhaolic;

BUYING PROCESS

• PURCHASING FREQUENCY: >=Weekly;

• PURCHASING POINT : Exclusive distributors;

• PURCHASING PROCESS DURATION: Limited Decision Making;

• Brand fidelity: HIGH;

USE OCCASIONS

• PLACE: In all places;

• FREQUENCY: 2-3 times a day;

• SITUATIONAL CONTEXT: Early in the morning, Before meals, Before smoking

Very effective

Ineffective

Very praticalImpratical

Conceived as an orosoluble capsule, "Pelcaps", will release a flavourless and colourlessliquid*[note] and once in very close contact with teeth a pellicle will take form.

This film will be a second skin, the most effective teeth protection, whitening and brightening.

Thanks to its handy, but capacious, packaging, it fits comfortably in your bag, pocket so that you can use it however, wherever and whenever you want.

BEAUTY CARE

ORAL HYGIENE

TOOTHPASTE, MOUTHWASH, CHEWING GUM WITH FLOURIDE

HAIR CARE

Hair color, hair care, hair styling and hair form products.

(Schwarzkopf Professional, Indola and Clynol)

Range Extension

Depth

Range

Beauty care

BODY CARE

Naturally Perfumed Products.

(MONT SAINT MICHEL)

Shaving cream and aftershave lotion.

(SQUIBB)

Deodorants

Liquid Soap

Foam Bath

Intimate Cleansing

Showergel

Shampoo

(NEUTROMED)

ORAL HYGIENE

Toothpaste

MouthWash

(ANTICA ERBORISTERIA)

Intensive Whitening Toothpaste

(DENIVIT)

Toothpaste + mouthwash

(THERAMED)

Pelcaps

“PCB” PACKAGING TEORY

DESIGNED TO BE CARRIED ALONG

EVERYWHERE

COLORED AND

CUSTOMIZED PACKAGING

ALUMINIUM PACKAGING AND RECICLYBLE PAPER

PricingStrategy

GEOGRAPHIC

Pricing

PRICE DISCOUNTS

PricingSTRATEGY

PRICEOBJECTIVES

• PRICE BY REGION (It can varygeographically)

• TRADE DISCOUNT

• FAMILY PACK (PromotionalDiscount)

• QUANTITY DISCOUNT

• PREMIUM PRICE*

• PROFIT TARGET

PRODUCER

WHOLESALER

RETAILER

CONSUMER

Distribution Chain:

INDIRECT & SHORT

Hedging strategy:

SELECTIVE DISTRIBUTION*

Communication Strategy of the channel:

PULL STRATEGY**

Control of the channel:

MONITORED

EXTERNAL RELATIONS:

PUBLIC AWARENESS

CAMPAIGN & “PELCAPS DAY”

SALES PROMOTION:

BOGOF* & SMALL GIVEAWAYS

ADVERTISING:

NEWS & TRADE

MAGAZINE

SALES PEOPLE: SPECIALIZED SALESMEN

Our goal : “Deliver more VALUE, at a reduced FOOTPRINT”

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PERFORMANCE

1) Raw Material Sourcing : Taking advantage of the heterogeneity of raw materialsalready employed in the production process;

2) Production : Investments in manufacturing technology [A new product different fromall other ones included in the Henkel product range; Benefit from already acquiredchemical know-how;

3) Logistic/Retail : The company should benefit from the existing distribution channelswith drugstore and department stores “para-pharmacy”;

4) Usage: Easy to use (product) and pocket-sized, non toxic (packaging)

5) Disposal: Alluminium, recyclable & reusable material (Packaging);Biodegradable (Pellicle);