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, Mr. White)

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

1.2 HENKO INTRODUCTION

Henko is a detergent from Henkel Germany and now henkel India Ltd become a Jyothy
Laboratories Ltd.

Henko stain champion launched in 1994.

Is available in Henko stain champion detergent powder, henko stain champion matic
and henko stain champion bar.

Launched in 94 in the South: Direct competition to Surf

Top end premium: Market share ~9%

Industry Trends

Detergent market has good penetration but slow growth

Saturation hits urban areas
Bar form of detergents are losing out. Premium quality synthetic detergents are
experiencing growth due to drop in unit price.
Compact detergents meant for washing machines are getting slow entry.
Industry Structure

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Business strategy

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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

Within a segment:

Very little perceived difference in a particular category and a price point

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Consumers are more or less indifferent among leading brands as long as prices are
comparable

Competitors

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Brand Salience

Stain Free

Disinfectant

Germ Remover

Brand Performance

Primary Characteristics:
With Oxygen to remove Stains
Secondary Characteristics:

Brand Imagery

Hygienic

No Harmful Effects

White Backgrounds

Tough on stains

Clean surroundings

Brand Judgment

Best quality: Germ fighting capability due to neem

Reliable: Other products like Margo, Neem active and pril focus on natural ingredients
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Care for Environment

More benefits at comparable prices

Brand Feelings

Safety - Wellbeing

Security - Protection

Confidence

Brand Resonance

Loyalty

Sense of Community- Neem Plantation

Brand engagement

Positioning

Target Segment:
Women age group 25 to 50 years.
Middle class income groups, mass segment

Competitors frame of reference:

HUL with Surf, P & G with Tide and Ariel are the main competitors of Henkel.

POP & POD- Henko

Points Of Parity:

Stain Remover

Whitener

Points Of Difference:

Germ _ Fighter
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Consumer Deliverability Criteria For POD:

Relevance: 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.
Distinctiveness: Germ - Fighting
Believability: adding neem , herbal properties , in the detergent makes the difference of germ
fighting believable.
No need of Hot water.
Brand Values

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Brand Mantra: Natural, Superior, Confident

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Brand Marketing Programmes

Name: Henko

Symbol

New design and packaging

Introducing new SKU (30 gms)

Promotional campaigns

Direct marketing demonstrations in large societies to show effectiveness of germ free

property

Distributing T-shirts, caps with new symbol and company values . On the spot
complementary gift for people at demo

Brand performance measurement

Clarity

Rate the brands --Surf Excel --Tide -- Henko

-- Ariel

on the attributes mentioned below:

--Stain free

--Germ Remover

--Whiteness

-- Cleanliness

-- Fragrance

Relevance

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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.

Oral

Growing and sustaining Brand Equity

Brand will stand out as a natural product

Henkel Neem Plantation Programme

Launch of Henkel Neem Plantation Programme

All branches of Henkel will have Neem trees on campus

Customer Connect

Customers give back to nature

Sense of responsibility inculcated

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Spread of awareness about global impact of deforestation

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.

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