Germany's Henkel in the Indian FMCG Industry|Business Strategy|Case Study|Case Studies

Germany's Henkel in the Indian FMCG Industry

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Case Details:


Case Code : BSTR086 Electronic Format: Rs. 400;
Courier (within India):Rs. 25 Extra
Business Strategy | Case Study in Management, Operations, Strategies, Business Strategy, Case Studies


Marketing Mix
Case Length : 15 Pages
Period : 1993 - 2003
Organization : Henkel Spic India Ltd.
Pub Date : 2004
Teaching Note : Not Available
Countries : India
Industry : FMCG


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.


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


  Page No.
Especially for the Indian Hausfrau! 1
Background Note 2
Henkel's Growth Trajectory 3
Marching Ahead With New Product Launches 7
Exhibits 10


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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