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HENKO DETERGENT

JYOTHY LABORATORIES LIMITED

THANK YOU!

INTRODUCTION

INTRODUCTION

“iske power pearls kapro mein geheraee tak jaaye aur daag ko jar se nikal”

Henko is a detergent from Henkel Germany and now Henkel India Ltd became a Jyothy laboratories Ltd.

Henko Stain Champion was launched in 1994. It is available in Henko Stain Champion Detergent Powder, Henko Stain champion matic and Henko Stain Champion Bar.

Focused on stain removal (highest order need for Indian consumer): Pre-treater powerpearls (proprietary technology).

High on quality, relatively low on price

proposition.

JYOTHY LABORATORIES

ABOUT

Jyothy Laboratories Ltd is a Thrissur-based fast-moving consumer goods company founded in 1983. In 2009–10 the company reported a turnover of ₹5.82 billion (US$85 million) and profit of ₹800 million (US$12 million). The company has 21 manufacturing units at 14 locations across India

COMPANY PROFILE

COMPANY PROFILE

JYOTHY LABORATORIES LIMITED

Founder: Mr. M. P. Ramachandran

Chairman & Managing Director: Mr. M. P. Ramachandran

Chief Marketing Officer: Mrs. M. R. Jyothy

Share Price: 211.30 -5.25 (-2.42%) NSE

Share Price: 210.55 -4.6 (-2.14%) BSE

Revenue: Rs. 17.17 Billion

PRODUCT LINE

JYOTHY LABORATORIES

PRODUCT LINE

DISHWASH SEGMENT

-Pril

-Exo

PERSONAL CARE

-Margo

-Neem Active

Toothpaste

HOME CARE SEGMENT

-Mexo

-Exo Floors

-Maya

FABRIC SEGMENT

-Ujala

-Henko

-Mr. White

- New Super

Chek

-More Light

PRODUCT RANGE

Henko lintelligent bucket wash

Henko lintelligent matic

Henko stain Champion Cake

Henko stain champion

PRODUCT

RANGE

PORTER'S FIVE FORCES

MARKETING

MODELS

BCG MATRIX

BCG MATRIX

MARKETING MIX

4 P'S

PRODUCT

PRICE

PLACE

PROMOTION

SWOT ANALYSIS

Strength

-Powerful Brand

-Uses Lint

Technology

Weakness

Threats

SWOT

ANALYSIS

-High Price

-Competitors

-Wrong Self

Perception

-Low Market Visibility

-Lower priced detergent

available in market

-Limited Sales

Opportunity

-Launch new products

with tech. & Production

-Future rise in demand

of detergent

-Market Penetration

REVENUE

180

165

140

REVENUE

MARKET SHARE & REVENUE OF HENKO

REVENUE & MARKET SHARE

TARGET MARKET

MARKET

Henko correctly identified its target market which was upper class and middle-class women. They planned to target the women of all over India.

SEGMENTATION

MARKET SEGMENTATION

Scenario in 2008

Geographic segmentation - southern India and some parts of India.

Demographic segmentation – women

age group of 40-60 years

belonging to upper & middle class.

Scenario from 2013 onwards

Geographic segmentation – all over India.

Demographic segmentation – women

age group of 28-45 years.

belonging to upper & middle class.

Psychographic segmentation – lifestyle of the customers

conscious regarding the lifespan

color of the clothes

(Henko introduced Henko LINTelligent)

Benefit segmentation – LINTelligent

unique Nano Fibre Lock Technology

keep the color and sheen intact.

Applied Niche Marketing

POSITIONING

POSITIONING

Product Positioning Strategy

Functionality- Stain Remover

Relevance- To maintain the cleaniness of clothes

Differentiation-oxygen power technology & anti-bacterial neem property

Brand Positioning Strategy

Premium Brand against its competitor

Henko is of Jyothy laboratories which is Relatively old company with

product "Ujala"

CORE COMPETENCIES

Product Repositioning Strategy

Functionality- Stain Remover, maintain the colour & quality of the

clothes.

Relevance- To maintain the cleaniness ,colour & to increase the life span of clothes

Differentiation- Lintelligent technology & Nano Fabric lock technology

CORE COMPETENCIES

HENKO V/S COMPETITOR

COMPETITOR &DESIRE

Competitors

Ariel

Surf-Excel

Competition by Substitute

Tide

Ghadi

Nirma

Wheel

Competition by long distance

competitor

Vanish

Liquid detergents

HENKO CREATED BUYING DESIRE

In order to create the desire among the consumers to buy Henko, the company offered some schemes as mentioned below:

Gold in Henko Packet

CREATED DESIRE

Free Pril Liquid Wash with Henko

Free Margo with Henko

SACHET PACKAGING

Packaging

The competitors of Henko Detergent like Surf Excel, Ariel, Tide, etc. sold the sachets for detergent while Henko did not adopt this strategy. As a result, it failed to reach the masses as people were little bit reluctant to purchase a high-priced detergent powder. If the same would have been available in the sachets also, then people would have tried it once atleast.

TIMELINE

TIMELINE OF ADS

2015

2010

2013

TIMELINE

2011

2017

Reasons of Failure

FAILURE & STRATEGY

-customers are already committed to many other top performing brands such as Ariel and Surf Excel

-Fail because it did not have the required market share.

-Packaging was also one of the aspect for the failure(No Sachet)

- people associate Ujala with lower or middle-class segment. So, people also started associating Henko with the same segments.

-Henko only targeted upper middle and upper-class segment of the market and neglected the middle class and lower class which constitute a major portion of market in India

Concepts to be implied as CEO

  • Reconfigure Supply chain

  • More spending on marketing & advertising

  • Repricing ( Decrease the price)

  • Constant observation of competitor’s strategies

  • Introducing Sachet packs

  • Entering in liquid wash

Concepts to be implied as CEO

THANK YOU

THANKYOU

OPEN FOR QUESTIONS ??

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