Henko Stain Champion: Repositioning
Henko Stain Champion: Repositioning
Henko Stain Champion: Repositioning
Presented by:
• 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.
Environment
Health and Safety
friendly
• 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
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