By understanding the current scenario, the areas with potential and uncovered customers needs, we will develop a new product format: a bundle composed by 3 mini versions of colour specific detergents “Perlana Rinnova Bianco”, “Perlana Nero assoluto” and “Perlana Colori Brillanti”. You can find the detailed description of the project clicking here: https://drive.google.com/open?id=0B3nYbQxKLx2MWGk1bHM3YklwWkU&authuser=0

1. Group 3
LUCIA NANI
LUCIANA TORNABENE
AMY VALERI

2. Who knows this guy?
Fritz Henkel - Henkel founder (1848-1930)
Who has never used one of these products?
977 Milions of sales
(2013) in Italy
1st
Competitive position in
these industries:
adhesives, home care
and laundry care
The Company
“We will outperform our competition as a globalized company
with simplified operations and a highly inspired team!”
What about their future?
…not only profit!
Less resources
and less waste
generated
More social
progress and better
quality of life1400Employees in Italy

3. The Laundry Care Industry
97% -5% +5%
of the household
owns a
Market slowdown (2013)
1,8 Bilions
Total industry
sales (2013)
By
category
Companies
shares
…Very concentrated!
Why?
 Brand awareness is a
strong barrier to entry;
 High investments in
communication are
needed

4. Perlana Slogan
2008 20102014
Color specif
detergents
2010 2011 2012 2013
3.5% 3.3% 3.1% 2.8%
Perlana market share among laundry detergents brands
3,60€ 9,25
33,3
Average Perlana
price
Milions of
secondary demand
Milions of Perlana
sales (2013
It is the leader in Fine Fabric Detergents
2nd
3rd
3rd Most important Henkel
brand among laundry
detergents after…
&

5. Perlana current Weaknesses
1,5L Size is the smallest
format
LOWERUsage
frequency
4,5 kg
The minimum
total weight of
the 3 pdt
PRICE DISPERSION
Equal to..
TOO MANY DISCOUNTS
Let’s do a survey…
Q: Do you usually divide your laundry?
Q: Do you buy a color specific detergent?
Q: Why no? Main answer:
«The size is too big for my needs»
[quote The Customers]

6. Our solution
A single format of 3 stacked-
up mini bottles (500 ml each)
of “Perlana Rinnova Bianco”,
“Perlana Rinnova Colori”
and “Perlana Rinnova Nero”.
The packaging will be made
of
The target
 The Strenghts: brand awareness,
light format, high Henkel bargain
power
 The Weaknesses: Risk of
cannibalization with the current
formats, it can hardly attract her…

7. The strategy
Henkel E-commerce;
4,49€
A premium price set
with a value-based
pricing
The place
Superette
Supermarket
Superette
And experimentally…
…Fashion stores!
The price

8. The promotion
Fashion Lottery
Every customer can win1000
Benetton vouchers of € 20;
Coupon20€
You can spend it
in every Benetton
store
Targeted ads
By using Facebook Power Editor,
“Perlana a. y. n.” can reach the
specific target of singles
Free samples
distributed during
fashion related events
(such as VFNO)

9. The budget
Low Scenario High Scenario
Market demand Laundry Industry 1.145.373.040,00€ 1.145.373.040,00€
Market share 0,056% 0,140%
Sales Forecast PERLANA 641.408,90€ 1.603.522,26€
Price 4,50€ 4,50€
Forecasted items sold 142.535,31 356.338,28
Production Costs 267.310,01€ 668.275,03€
Gross Profit 374.098,89€ 935.247,22€
Marketing Expenditures 150.250,00€ 150.250,00€
NMC(Net Marketing Contribution) 223.848,89€ 784.997,22€
ROS/Return on Sales 35% 49%
ROMI/Return On MKTG Investment 149% 522%
We forecasted 2 possible scenarii :
In the Low Scenario, the market share will increase by 2% of the actual Perlana market share;
In the High Scenario, the market share will increase by 5% of the actual Perlana market share.

10. Thank you and…