Group 3LUCIA NANI

LUCIANA TORNABENE

AMY VALERI

Who knows this guy?

Fritz Henkel - Henkel founder (1848-1930)

Who has never used one of these products?

977 Milions of sales

(2013) in Italy

1stCompetitive position in

these industries:

adhesives, home care

and laundry care

The Company

“We will outperform our competition as a globalized company

with simplified operations and a highly inspired team!”

What about their future?

…not only profit!

Less resources

and less waste

generated

More social

progress and better

quality of life1400 Employees in Italy

The Laundry Care Industry

97%-5% +5%

of the household

owns a

Market slowdown (2013)

1,8 Bilions

Total industry

sales (2013)

By

category

Companies

shares

…Very concentrated!

Why?

Brand awareness is a

strong barrier to entry;

High investments in

communication are

needed

Perlana Slogan2008 20102014

Color specif

detergents

2010 2011 2012 2013

3.5% 3.3% 3.1% 2.8%

Perlana market share among laundry detergents brands

3,60€ 9,25

33,3

Average Perlana

price

Milions of

secondary demand

Milions of Perlana

sales (2013

It is the leader in Fine Fabric Detergents

2nd3rd

3rd Most important Henkel

brand among laundry

detergents after…

&

Perlana current Weaknesses

1,5L Size is the smallest

format

LOWERUsage

frequency

4,5 kgThe minimum

total weight of

the 3 pdt

PRICE DISPERSION

Equal to..

TOO MANY DISCOUNTS

Let’s do a survey…

Q: Do you usually divide your laundry?

Q: Do you buy a color specific detergent?

Q: Why no? Main answer:

«The size is too big for my needs»

[quote The Customers]

Our solution

A single format of 3 stacked-

up mini bottles (500 ml each)

of “Perlana Rinnova Bianco”,

“Perlana Rinnova Colori”

and “Perlana Rinnova Nero”.

The packaging will be made

of

The target

The Strenghts: brand awareness,

light format, high Henkel bargain

power

The Weaknesses: Risk of

cannibalization with the current

formats, it can hardly attract her…

The strategy

Henkel E-commerce;

4,49€A premium price set

with a value-based

pricing

The place

Superette

Supermarket

Superette

And experimentally…

…Fashion stores!

The price

The promotion

Fashion Lottery

Every customer can win1000

Benetton vouchers of € 20;

Coupon20€

You can spend itin every Benetton store

Targeted ads

By using Facebook Power Editor,

“Perlana a. y. n.” can reach the

specific target of singles

Free samples

distributed during

fashion related events

(such as VFNO)

The budget

Low Scenario High Scenario

Market demand Laundry Industry 1.145.373.040,00€ 1.145.373.040,00€

Market share 0,056% 0,140%

Sales Forecast PERLANA 641.408,90€ 1.603.522,26€

Price 4,50€ 4,50€

Forecasted items sold 142.535,31 356.338,28

Production Costs 267.310,01€ 668.275,03€

Gross Profit 374.098,89€ 935.247,22€

Marketing Expenditures 150.250,00€ 150.250,00€

NMC(Net Marketing Contribution) 223.848,89€ 784.997,22€

ROS/Return on Sales 35% 49%

ROMI/Return On MKTG Investment 149% 522%

We forecasted 2 possible scenarii :

In the Low Scenario, the market share will increase by 2% of the actual Perlana market share;

In the High Scenario, the market share will increase by 5% of the actual Perlana market share.

Thank you and…