在中国市场取得领导项目建议书-Henkel洗洁精(ppt)
Achieving leadership in China detergent market – Project proposal – Henkel (China) Investment Co. Ltd. ,
Contents Page
A. Fierce competition from international and domestic players has imposed 3
great challenge on Henkel

B. To achieve turnaround, Henkel should adopt an aggressive expansion strategy 10

C. Roland Berger will help develop the appropriate strategy: project outline 12

D. Project organization and time frame 22

E. Value of the project 12

F. Roland Berger is a best partner of Henkel to exploit China detergent market: 12
selected reference

Annex A: Case study - Qiqiang 32
Annex B: Case study - P&G 42
A. Fierce competition from international and domestic players has imposed great challenge on Henkel
After fast increase in earlier 1990th, annual growth of China detergent market has slowed down in these years
Overcapacity in detergent indudstry leads to price reduction and thus reduces the product profitability
After having established prominent position in high end market, P&G and Unilever begin to penetrate middle and low end market


Although a late comer, Benckiser has successful penetrated north market with Dosia through well-designed entry strategy
Some domestic players are also making efforts to achieve fast growth and national presence
Fast growths of domestic players are supported by their rural focus strategy, nationwide manufacturing network and direct sales model
In order to achieve turnaround, Henkel should adopt an aggressive expansion strategy

Per capita consumption gradually decreases from south to north and from east to west
The high population density is located in the North China plain
Qiqiang’s low price strategy proves to be successful in the low-end segment


在中国市场取得领导项目建议书-Henkel洗洁精(ppt)