Introduction
Until 2002, the market for detergents grew rapidly and had a turnover of about 1.295 billion euros. Between 2004 and 2005 sales fell by 4.5%.There are three major detergent manufacturers in this market - Procter & Gamble, Unilever and Henkel. Because of the arrival of private labels on store shelves, these three giants have been forced to focus on innovation and marketing communications to increase their market shares.
The American firm, Procter & Gamble (producer of Ariel, Bonux and Dash) leads the market with 36% of the market share, after this is Uniliver (manufacturer of Skip, Persil and Omo) and Henkel (producer of Cats, Super Cross, X-tra). They are at the same level of sales with 25% and 24% of the market share. The MDD has accumulated 9.6% of the detergent market.
In this paper, we will perform an external analysis with the PESTEL model for this market. Then we will make an internal analysis of the strengths and weaknesses of the companies marketing mix.
General market
The Henkel Group
The turnover of this group was 12 billion euros in 2000 and it was present in over 70 countries. It has 330 subsidiaries and about 56,000 employees and marketed over 10,000 products in six business sectors. It carries out 10% of its sales in France.
The Henkel Group sells in the market for detergents for special colors "Mir Black Magic" and "Mir Colors" under the umbrella brand Mir. The latter is in the market for detergents, specifically in the Laundry market for detergent to treat colored clothes. The part of the market that these products make up, in 2000 was 12.3%. This is well below the figure of the heavy-duty detergents that affects almost the entire population with a penetration rate of 94%.
Tags: Henkel groups Mir Brand, Marketing of Mir, and comparative analysis of the brand
[...] Comparison between Mir Black Magic and Coral Black Velvet Introduction Until 2002, the market for detergents grew rapidly and had a turnover of about 1.295 billion euros. Between 2004 and 2005 sales fell by 4.5 %.There are three major detergent manufacturers in this market - Procter & Gamble, Unilever and Henkel. Because of the arrival of private labels on store shelves, these three giants have been forced to focus on innovation and marketing communications to increase their market shares. The American firm, Procter & Gamble (producer of Ariel, Bonux and Dash) leads the market with 36% of the market share, after this is Uniliver (manufacturer of Skip, Persil and Omo) and Henkel (producer of Cats, Super Cross, X-tra). [...]
[...] With regard to the market for washing colors, it is very light and causes a relative increase in sales in the summer. ⎫ Detergents for washing color (such as washing wool) is very profitable, so that manufacturers and distributors give them share in the linear range of detergents and special detergents. WEAKNESSES ⎫ The use of special detergents is less common than everywhere else; ⎫ to wash wool by hand and washing colored clothes by hand ⎫ The price positioning of color washing (washing and wool) is at or above that of the universal premium. [...]
[...] ¬ Technology - Innovation for the maintenance of black and dark colored clothes. ¬ Ecology - Convention for the Protection of the environment; The concentrated liquid is considered more environmentally friendly. ¬ Legal - Legal services are highly developed: Each text must be validated to ensure that no term can be challenged by a competitor, the formulas must comply with the numerous conventions that protect the environment and the consumer, and generally all which can be copyrighted must be. (this includes the brand, the shape and color.) General market The Henkel Group The turnover of this group was 12 billion euros in 2000 and it was present in over 70 countries. [...]
[...] Each word must be validated to ensure that no term or phrase can be challenged by a competitor. The formulas must comply with numerous conventions that could be for the protection of the environment or of the consumer. These can, generally, be copyrighted (the brand, the design, the color etc.) 2. Internal analysis Strengths ⎫ The market for detergents is dominated by three large multinational companies. One of them is Henkel, this company is the European leader in laundry detergents and fabric care. [...]
[...] Effectiveness Convenience Respect of Saving the the textile Planet The powder + + + The + + + + (Smaller) - + + concentrated powder The liquid + + + The + + + (Smaller) + + + concentrated liquid The tabs + + + + + + (Pre-dosing) Communication The detergents that are made for cleaning and maintaining all types of machines communicate their effectiveness with the whiteness they provide. But some brands also want to convey an image of respect for textiles and colors. The detergent companies that occupy the lead use flyers and sell in specialty department stores (GMS) all year round and have promotional offers (for example: 33% or 25% extra, assured satisfaction or get reimbursed). Price Leading brands have a skimming pricing policy when compared to cheaper brands, often competitive advantage associated when a particular scent or a softening feature is integrated with the detergent. [...]
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