Subject category:
Strategy and General Management
Published by:
IBS Center for Management Research
Length: 16 pages
Data source: Published sources
Topics:
Henkel Spic India Limited; Henkel Spic; Henkel KGaA; Indian fast moving consumer goods industry; Product extensions; Brand extensions; Brand acquisitions; Distribution network; Detergent bar; Henko, Margo, Neem; Chek, FA; Cosmetics and toiletries market; Rural marketing; Advertising and marketing; Premium detergent brands
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Abstract
The case deals with the growth strategies adopted by Henkel Spic India Ltd (Henkel), the Indian subsidiary of the German detergents, adhesives, cosmetics and toiletries major Henkel KGaA. It provides detailed information about the various businesses as well as marketing strategies adopted by Henkel to strengthen its competitive position in the Indian fast moving consumer goods (FMCG) market. The case describes how Henkel, using strategies like new product launches, brand acquisitions, strengthening of retail and distribution reach and aggressive marketing, gained market share in the detergents and cosmetics/toiletries market in India. Towards the end, the case discusses Henkel''s future growth prospects in India. The case is structured to enable students to: (1) examine the various strategies a multinational company can adopt in order to grow in the 21st century Indian FMCG market; (2) understand how a company can speed up its growth by acquiring existing (popular local brands) and marketing them along with its international brand portfolio; (3) understand how frequent new product launches and line extensions help companies gain visibility in the FMCG business; and (4) understand the importance of having a wide distribution and retail network to be successful in an FMCG market such as India. The case is aimed at MBA/PGDBA students, and is intended to be part of the strategy and general management curriculum. The teaching note does not contain an analysis of the case.
Subject category:
Strategy and General Management
Published by:
IBS Center for Management Research
Length: 5 pages
About
Abstract
The case deals with the growth strategies adopted by Henkel Spic India Ltd (Henkel), the Indian subsidiary of the German detergents, adhesives, cosmetics and toiletries major Henkel KGaA. It provides detailed information about the various businesses as well as marketing strategies adopted by Henkel to strengthen its competitive position in the Indian fast moving consumer goods (FMCG) market. The case describes how Henkel, using strategies like new product launches, brand acquisitions, strengthening of retail and distribution reach and aggressive marketing, gained market share in the detergents and cosmetics/toiletries market in India. Towards the end, the case discusses Henkel''s future growth prospects in India. The case is structured to enable students to: (1) examine the various strategies a multinational company can adopt in order to grow in the 21st century Indian FMCG market; (2) understand how a company can speed up its growth by acquiring existing (popular local brands) and marketing them along with its international brand portfolio; (3) understand how frequent new product launches and line extensions help companies gain visibility in the FMCG business; and (4) understand the importance of having a wide distribution and retail network to be successful in an FMCG market such as India. The case is aimed at MBA/PGDBA students, and is intended to be part of the strategy and general management curriculum. The teaching note does not contain an analysis of the case.
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Subject category:
Strategy and General Management
Published by:
IBS Center for Management Research
Length: 5 pages