Henkel Group

Henkel Group, a German producer of chemical products such as detergent and adhesives, is a company that is proud of its brand name reputation. In 1981 Gunther Von Briskorn, in charge of Henkels most important brands: Pritt and Pattex became very concerned with the performance of the products on an international level. Considering a radical new change to the companies brand strategy, Briskorn consulted with Wolfgang Heck, the product manager for Craftsman and Do It Yourself Household Adhesives, and Mr. Briskorns assistant, Herbert Tossing. After six months of research and fact finding, the group had a proposal that was a complete turnaround from that of Henkels traditional practices.
The proposal that was formed was to incorporate an umbrella technique, that is, to establish a marketing campaign to sell a variety of prod



	Genetic Engineering .... The idea of altering a plant's traits seems radical and new, but scientists have been doing it for years by breeding desired qualities into crops (Henkel 10). .... (1070 4 )

	Genetically Engineered Food .... All foods whether traditionally bred or genetically engineered, must meet the provisions of the Federal Food, Drug and Cosmetic Act " (Henkel "New Foods Safe .... (929 4 )

	Obesity: Epidemic in Children .... house. She gave them a bowl full of grapes and Cheerios for snacks (S. Henkel, Personal Communication, November 2003). My niece .... (1055 4 )

	The Texas Chainsaw Massacre: A Suprisingly Good Remake .... Scott Kosar managed to stay faithful to the original film, written by Kim Henkel and Tobe Hooper, with a few modern day updates. .... (973 4 )

	Food Biotechnology .... CMAJ. 162(6):874, 2000 Mar 21. 11. J. Henkel, Genetic Engineering: Fast forwarding to future foods: FDA Consumer, April 1995, pp. 6-11. (1305 5 )

The umbrella technique was not without risk though. The markets that the strategy would be implemented in were very segmented. With task specific products available, Henkel had to be sure that the users would know what the products were under new names. As Mr. Briskorn noted, the variety of products available will be easy for a craftsperson to identify within the stores, but due to the variety of packaging the household purchaser, the infrequent user, is not sure and may not spend the time to figure that out. Along with these concerns, Briskorn and his group would also be responsible for making other decisions, such as marketing and advertising. How should they position their products for all end consumers? How should they advertise? By each individual product or under the brand names?

ucts under the well known brand names of Pritt and Patte

Some topics in this essay:
Advertising, Brand, Marketing, Graphic Design, Brand Management, Henkel, Brands, Europe, United States,

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PROFESSIONAL ESSAYS:

PROCTER & GAMBLE EUROPE: Vizir Launch RECOMMENDAT .... At the same time, German companies like Henkel have also established their names and have served their customers over the years and thus offer strong .... (1229 5 )

Gentically Engineered Foods .... Still others advocate more stringent testing of these product before marketing" (Henkel, 1995, 1). Proponents of the genetically engineered foods argue that we .... (2502 10 )

Bureaucracies & the FDA .... reviewers by the end of 1997 through the use of these "charges levied on pharmaceutical companies for certain new drug and biologic applications" (Henkel 19). .... (4544 18 )

ANALYSIS OF DIAGNOSTIC LEACHING PROCEDURES FOR COPPER BEARING ORES .... Second generation extractants developed by Henkel Corporation and ICI Specialties were found to perform better, the properties of which were summarized by .... (6194 25 )

WHY MNCS LOCATE IN PARTICULAR CITIES .... Bank, IBM, Bayer, Ericsson, Citicorp, ICI, 3M, General Biscuits, Exxon Chemicals, Toyota, Digital Equipment, Dow Chemical, Colgate Palmolive, Henkel, Procter & .... (9865 39 )

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