They account for 15%, 40% and 45% of the market respectively, which is only 60 per
cent of the total market.
Regional and small unorganized players still account for a significant 40% of the total
detergent market.
Per capita consumption of detergent in India (2.7 kg) is lower than any other country
Henko is a detergent from Henkel Germany and now henkel India Ltd become a Jyothy
Laboratories Ltd.
Is available in Henko stain champion detergent powder, henko stain champion matic
and henko stain champion bar.
Focused on stain removal (highest order need for Indian consumer): Pre-treater
powerpearls (proprietary technology)
Earlier campaigns: Positioning Henko as a better option (usage of Surf was more a habit
than conviction)
Iske power pearls kapro mein geheraee tak jaye aur daag ko jar se nikal
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Industry Trends
Market
Per capita consumption: 3.2 Kg
Industry growth rate: 6-8% per annum
Industry Structure
National Sales Distribution
Urban 60%
Rural 40%
Industry Structure
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Growth
o Up gradation from bars to powder
o Increasing per capita consumption
o Increasing use of premium powders
Place
All India
Super markets, hyper markets, retail
stores and also available through online
Promotion
Print media
Television
Price
Henko matic stain champion 1kgRs.190
Henko stain champion detergent 1 kgRs.125
Business strategy
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Henko Repositioning
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Major Players
Premium
Surf Excel
Ariel
Henko Stain Champion
Economy/Mid Priced
Tide
Rin Shakti
Henko Mr. White
Popular
Nirma
Wheel
Consumer Behavior
Across all segments:
The main attributes that consumers look for in a detergent are:
Value for money (how effective the detergent is in cleaning clothes vs
affordability)
Ease of use (must dissolve fast) this was specific to households
which do not have washing machines
Apart from the cleansing action, detergents should also be easy on the skin
and must have a fragrance: Ariel Spring Clean (roses), Ariel Fresh Clean
(mogra)
Main factor influencing consumers expectations:
Improved affordability
Ad campaigns
Within a segment:
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Consumers are more or less indifferent among leading brands as long as prices are
comparable
This commoditization nature of detergent business that is forcing players to fall in line
with lower prices superior quality detergents at an affordable price
Between two segments:
With price cuts, up gradation
With slowdown, down gradation
Competitors
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Brand Salience
Stain Free
Disinfectant
Germ Remover
Hygienic cloth
Antibacterial, antifungal
Irrfan Khan
Brand Performance
Primary Characteristics:
With Oxygen to remove Stains
Secondary Characteristics:
Neem Based
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Fragrance
Germ Remover
Reliability:
Other Neem Based Henkel Products Like Margo And Neem Active
Brand Imagery
Hygienic
No Harmful Effects
White Backgrounds
Tough on stains
Clean surroundings
Brand Judgment
Reliable: Other products like Margo, Neem active and pril focus on natural ingredients
Brand Feelings
Safety - Wellbeing
Security - Protection
Confidence
Brand Resonance
Loyalty
Brand engagement
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Positioning
Target Segment:
Women age group 25 to 50 years.
Middle class income groups, mass segment
Product attributes/benefits:
Brand Promise:
Points Of Parity:
Stain Remover
Whitener
Points Of Difference:
Germ _ Fighter
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No Bad Odour
Natural
Brand Values
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Brand Mantra: Natural, Superior, Confident
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Name: Henko
Symbol
Jingle
Sabka Hai Ek Hi Naara , Henko Hai Kapdo Ka Sahara
Promotional campaigns
Distributing T-shirts, caps with new symbol and company values . On the spot
complementary gift for people at demo
Advertising
TV Media
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Clarity
-- Ariel
-- Cleanliness
-- Fragrance
85 per cent of consumers felt that owing to pollution, there was a need to make
clothes germ-free, while 95 per cent were wary of skin infections from clothes
that had germs even after a wash. Neem is a known natural disinfectant.
Distinctiveness
--Whiteness
Relevance
--Germ Remover
Consistency
Across communication
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Oral
3 rupees from every unit sold will go towards Henkel Neem Plantation programme
Customer Connect
Recommendations
Being the HENKO the weakest brand among the other washing powder brands, here are some
recommendations:
They should promote and advertise their brand more like other brands are doing with
brand personality.
There should be proper distribution channel and should follow SCM techniques.
They should decrease the production cost so MRP can be inched down.
They must observe the competitors of washing powder about what strategies do they
use.
They can come up with new strategy like online selling or free home delivery of
washing powder.
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