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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.
Prepared & Presented by:
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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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