Germany's Henkel in the Indian FMCG Industry

Germany's Henkel in the Indian FMCG Industry
Case Code: BSTR086
Case Length: 15 Pages
Period: 1993 - 2003
Pub Date: 2004
Teaching Note: Not Available
Price: Rs.400
Organization: Henkel Spic India Ltd.
Industry: FMCG,
Countries : India
Themes: Marketing Mix
Germany's Henkel in the Indian FMCG Industry
Abstract Case Intro 1 Case Intro 2 Excerpts

Abstract

The case deals with the growth strategies adopted by Henkel Spic India Ltd (Henkel), the Indian subsidiary of the German detergents, adhesives, cosmetics and toiletries major Henkel KGaA. It provides detailed information about the various business as well as marketing strategies adopted by Henkel to strengthen its competitive position in the Indian Fast Moving Consumer Goods (FMCG) market. The case describes how Henkel, using strategies like new product launches, brand acquisitions, strengthening of retail and distribution reach and aggressive marketing, gained market share in the detergents and cosmetics/toiletries market in India. Towards the end, the case discusses Henkel's future growth prospects in India.

Issues

The case is structured to achieve the following teaching objectives:

  • Examine the various strategies a multinational company can adopt in order to grow in the 21st century Indian FMCG market
  • Understand how a company can speed up its growth by acquiring existing (popular local brands) and marketing them along with its international brand portfolio

Contents

Keywords

Growth strategies, Henkel Spic India Ltd, Henkel, subsidiary, German detergents, adhesives, cosmetics, toiletries, Henkel KGaA, marketing strategies, competitive position, Fast Moving Consumer Goods, FMCG, new product launches, brand acquisitions, strengthening, retail, distribution reach, aggressive marketing, gained market share, detergents, cosmetics, toiletries, market, India, future growth prospects

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