Group project presentation (Dated on 2017)

1. Schwarzkopf

2. 1. Introduction
2. Description of product
3. Home Country
4. Host Country
5. Entry Mode
6. Product Adaptation
7. Promotion Method
8. Conclusion
9. Referencing

3. ➢ Schwarzkopf GmbH was acquired by Henkel in 1995
➢ Schwarzkopf & Henkel is one of the largest cosmetic companies in the
market.Henkel AG & Company, KGaA, headquartered in Düsseldorf,
Germany, is a multinational company active both in the consumer and
industrial sector. Founded in 1876.
➢ In 2015, Henkel reported sales of 18.1 billion euros and an operating
profit of 2.9 billion euros. More than 80 percent of its about 50,000
employees work outside of Germany

4. Beauty Care – Top brand
➢ The brand Schwarzkopf is a hair cosmetic brand that represents quality,
expertise und innovation for more than 115 years. Schwarzkopf enjoys
full trust of consumers.
➢ Schwarzkopf stands for innovation, reliability, quality, trust and
competence - these are the foundations on which our business thrives.
We are driven by a passion for creating beautiful hair and this is
reflected in each of our products.

5. Beauty Care – Schwarzkopf essence ULTÎM & Schwarzkopf GLISS
Able to repairs damaged hair in the cells and prevents split ends up to 90
percent.
➢ Contained a valuable Ultime-4 - Complex
➢ A unique combination of pearl essence, panthenol and pure protein.
➢ It fill the hair with expensive care.
➢ Sublime hair rebuilds and hydration.
For those with damaged and depleted hair, Fast drying. with rich omega rich oil,
with luxurious pearl essence. (schwarzkopf.com, 2016)

6. ➢ Intensively repairs damaged hair
➢ control split ends, improve combing
➢ provide shine and improve manageability
➢ rebalance natural hydration levels
➢ improve hair appearance for smooth, soft,
bouncy, vital hair!
Rich formula is gentle on damaged, depleted
hair Instantly revives natural hair beauty and
healthy shine Enrich hair using a B5 vitamin for
improved moisture balance and all over shine
with lavishly rich omega oil.

7. GLORIOUS STRENGTH
➢ Repair power for up to 20 times stronger hair.
➢ The 3-fold active formula of MAGNIFICENT STRENGTH with
Tri-protein complex strengthens the entire hair lengths
immediately from the roots to the tips.
➢ strengthens the hair structure and prevent future
damage.
➢ The revolutionary formula is feeble and weakened hair
immediate STRENGTH and magnificent ABUNDANCE up to
20x stronger, GLORIOUS FULL HAIR.
Immediate strengthening, Abundance, Glorious Hair
The Glorious strengthening formula with Tri-protein complex
strengthens the hair from the roots to the tips for up to 20
times more powerful, glorious hair. In combination with
Glorious strengthening Express Repair Conditioner.

8. Henkel, a German multinational company, is the only one can manage
to go into the top 50 of the world’s largest consumer products
manufacturer in the global market. Henkel comes with among the
“World’s most Admired Companies” in 2016. Moreover, Henkel also
ranked the best brand in Germany’s Best Brand Award in 2015 of three
categories like
“Best Corporate Band”
“Best Growth Brand”
“Best Product Brand”

9. Henkel has three globally operating business sectors; Laundry
& Home Care, Beauty Care and Adhesive Technologies.
However, in Singapore, Henkel has focused on Adhesive
Technologies in Singapore regional office that cover almost 50%
proportion of Henkel sales.
➢ To introduce new Schwarzkopf essence ULTÎM &
Schwarzkopf GLISS from German to attract upper middle
class female or urbane socialite who fancy proper care for
her hair and expand the business.

10. • According to Singapore Department of Statistics, there has
around 5.5 million population. (Statistics Singapore - Latest
Data, 2016).
• Singapore is a very high quality of life measurement in term of
political, economic, physical and spiritual well-being which
provide the best choice for consumers and people.

11. • Singapore consumer spending is a consistent increase (Singapore
Consumer Spending | 1975-2016 | Data | Chart | Calendar, no date).
• The shampoo is an essential product, although there is already has
many kinds of the band in Singapore market there still has room the
market opportunity in Singapore market.

12. • The entry mode reflected the ownership, the location of Singapore and
internalisation factors when coming into the foreign market in Singapore
(Agarwal and Ramaswami, 1992).
• Henkel Singapore already planted in Singapore since 1983 in adhesive
technologies business. In this stage, it is already not an issue of not
understand Singapore culture and consumer behaviour. So they will need
to spend more time, effort and expense to adapt and learn the country’s
culture and rules.

13. In Singapore, the Health Sciences Authority
(HSA) oversees the safety issues linked to
cosmetic products. These include:
• toothpastes, bath products, shower gels,
shampoos, conditioners and shaving
creams.
• Sunbathing lotions and hair dressing
products (e.g. tints and lotions for perms
and straightening).

14. Source: (Roy, no date)

15. Ecommerce revenue
Source: (A Comprehensive Guide to Ecommerce in Singapore, 2016)
Ecommerce in Singapore
estimates an ecommerce
revenue of USD 3,994.20
million this 2016.
This staggering amount is
followed by these estimates:
➢ USD 4,466 million by 2017,
➢ USD 4,978 million by 2018,
➢ USD 5,501 million by 2019,
➢ USD 6,029 million in 2020

16. Ecommerce users by age group
Singaporean ecommerce users
by age group this 2016 is
projected to follow this
distribution:
➢ 16-24 age group – 10%,
➢ 24-34 age group – 16.67%,
➢ 35-44 age group – 28.14%,
➢ 45-54 age group – 32.22%,
➢ 55+ age group – 13.33%

17. Ecommerce users by gender

18. Increasing internet penetration

19. Word-of-mouth marketing (WOMM, WOM marketing)

20. Celebrity Ambassador
Chose the Local Celebrity who has massively popular and followers in social media

21. In entering into Singapore market, the researcher can use analysis tools
like MOST (mission, objective, strategies and tactics), PEST (political,
economic, social and technological) and SCRS (strategy, current state,
requirements and solution). (Pickton and Wright, 1998)
Shampoo band in Singapore (Scaffale Shampoo 04, 2016)

22. A Comprehensive Guide to Ecommerce in Singapore (2016, April 19), Pixelter - Conversion Optimization Blog. Available
from: https://blog.pixelter.com/ecommerce-singapore/ [Accessed 20 August 2016].
Home | HSA | Health Sciences Authority [no date]. Available from: http://www.hsa.gov.sg/content/hsa/en.html [Accessed 26
August 2016].
Pickton, D.W. and Wright, S., (1998). What's swot in strategic analysis?. Strategic change, 7(2), pp.101-109.
Roy, A. [no date] The Myth of ‘Free-Market’ American Health Care -- And The Reality of Singapore’s, Forbes. Available
from: http://www.forbes.com/sites/theapothecary/2012/03/09/the-myth-of-free-market-american-health-care/ [Accessed 20
August 2016].
Scaffale Shampoo 04 (2016), Flickr. Available from: https://www.flickr.com/photos/giuseppeponsphotographer/5503961684
[Accessed 7 August 2016].
Singapore Consumer Spending Forecast 2016-2020 [no date]. Available from:
http://www.tradingeconomics.com/singapore/consumer-spending/forecast [Accessed 26 August 2016].
Welcome to Statistics Singapore [no date]. Available from: http://www.singstat.gov.sg/ [Accessed 26 August 2016].