Repositioning

Henko Stain Champion

Presented by:

Ranbir Vasudeva 2009A49

Inderjit Singh 2009A52
Manisha Haridasan 2009A53
Rahoul Singh 2009A54
Aswathi Das 2009A55
Kedar Prabhudesai 2009A58
Brand Salience
• Stain Free • Hygienic cloth
• Disinfectant • Herbal with neem extracts
• Germ Remover • Antibacterial, antifungal
• Irrfan Khan
Brand
Brand Performance
• Primary Characteristics:
•
Imagery
Hygienic
– With Oxygen to remove Stains
• No Harmful Effects
• Secondary Characteristics:
• White Backgrounds
– Neem Based
• Tough on stains
– Fragrance
• Clean surroundings
– Germ Remover
• Reliability:
– Other Neem Based Henkel
Products Like Margo And
Neem Active
Brand Judgement Brand Feelings
• Best quality: Germ fighting • Safety - Wellbeing
capability due to neem • Security - Protection
• Reliable: Other products like
• Confidence
Margo, Neem active and pril
focus on natural ingredients
• Care for Environment
• More benefits at comparable Brand Resonance
prices
• 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.
▫ Product attributes/benefits:
Surf Excel concentrates more on Stain removing. Tide positions itself as a
detergent for whitening of clothes. Ariel’s POD is fragrance.
▫ Brand Promise:
 Kills Germs 10 times better
POP & POD- Henko
• Points Of Parity:
▫ Stain Remover
▫ Whitener

• Points Of Difference:
 Germ _ Fighter
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.  Natural

▫ Enhances life of fabric ▫ Waste water not harmful to
▫ No Bad Odour environment
▫ Saves time and electricity ▫ Prevents skin allergies
Brand Values

Environment
Health and Safety
friendly

Brand Mantra: Natural, Superior, Confident

Brand Marketing Programmes
• Name: Henko
• Symbol

• New design and packaging

▫ Introducing new SKU (30 gms)

• Jingle
“Sabka Hai Ek Hi Naara , Henko Hai Kapdo Ka Sahara”
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
• Advertising
▫ TV Media
▫ Print
• Brand Ambassador: Irrfan Khan
“Safai Ka Nazaria Badlo”
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
▫ 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
▫ Using Scales used in MDS methodology
• Consistency
▫ Across communication
Growing and sustaining Brand Equity
Brand Hierarchy- Henkel
Laundry Care Home Care

Beauty and personal care

Body Oral
Growing and sustaining Brand Equity
• Brand will stand out as a ‘natural’ product
• Organization’s continued focus on environment protection – Go
Green Initiative
• CSR activities for customers as well as Industry
Henkel Neem Plantation Programme
• Launch of ‘Henkel Neem Plantation Programme’
• All branches of Henkel will have Neem trees on campus
• HNPP will also have tie-ups with corporates
• 3 rupees from every unit sold will go towards Henkel Neem
Plantation programme

Customer Connect
• Customers give back to nature
• Sense of responsibility inculcated
• Spread of awareness about global
impact of deforestation
THANK YOU