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Marketing 1: Guest lecture 2
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Dit is de samenvatting van de 2e guest lecture van marketing 1 voor TEW bedrijfskunde, SEW en HI.
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Yousra AmachtihGUEST LECTURE 2 2/12/2022
MKT Henkel
Eline
“touching people emotions with our brands and products- making everyday moments more
beautiful”
Er zijn in Henkel 2 departments
1. Beauty and laundry care
Exp. waching products, toilet blocks, vapona for muskietos
2. Glue
Do you know a Henkel brand?
• Pritt
• Bref
• Schwarzkopf
• Persil
• Fa
• Loctite
• Pattex
• N.A.E
• …
Fun facts
• A smartphone contains up to 50 Henkel applications
• Every year 25 BN wash loads are cleaned with Henkel products
They are presented everywhere, in a variety of products.
Henkel is working in the fast moving consumer goods industry – working on Products with a very
short life cycle and a lower output pocket. Everything goes super quick. It is now even moving faster.
(144 years of growth)
How to win?
Purposeful growth
Winning portfolio Competitive edge Future-ready
1 Innovation Sustainability Digital operating model
2 3 4 5
Collaborative Culture & Empowered People
1. Ze hebben veel merken dus ze gaan kijken naar de groei van al die merken en welke merk het
meest gegroeid is daan gaan ze zich meer op consentreren.
2. Ze zijn een ‘fast moving consumer goods company’ dus ze hebben veel competentie. Dus het
is belangrijk zoals bij elke ‘company’ om te werken aan ‘innovation’.
3. ‘how do we make our products more sustainable?’ ze make dan ook een contribution for the
future generation.
4. Being up to date with the last trends exp. Tiktok
5. Making sure that the company is equip with the right tools and systems to do all the work.
1
, Yousra Amachtih
GUEST LECTURE 2 2/12/2022
Winning portfolio
Our consumer!! (belangrijkste voor hun)
Change in the needs of the beauty care consumer
Rationale
• Lifestyle
o More and more yoga, pilates, fitness. People started to think more about the lifestyle
and choices
• Food
o People want to know where there food is coming from, people are eating healty…
• Cosmetics
o Ex. Avocado. A lot of beaty products were with of avocado in it.
Better for you trend. People want to know what is in the product, they are aware of the choices they
make, they think of different lifestyle.
People are also aware about the impact of what they are consuming – afval in zeewater, plastiek op
de stranden, …
Organic market
Booming segment in retail, increasing potentioa, not fully exploited
A digit growth between 2014-2019 in the organic market. (carrefour, Delhaize, kruidvat, … )
In 2014 1% of the market was organic and in 2019 was it 1,6%.
• Double-digit growth of retail organic segment, while classic cosmetics are only growing by
+0,5%
• Strong, pull from retailers transforming point of sales towards more dedicated organic
spaces
• Still room to grow to reach 5% of total market( weight of retail organic food vs total retail
food market)
• Organic weight (%) = 5% in Skin Care, around 1,5 % in Hair & Body, 1% in Oral Care and
0,2% in Color styling
Different categories where Henkel was presented
• Skin Care
• Body Care
• Hair Care
• Oral Care
• Hair Color
• Styling
Mission: innovate and add value to the Beauty Care Market with a natural, authentic and BIO
certified brand.
N.A.E. = naturale antica erboristeria
It was first a local family brand in Italy - organic
2
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