An Innovative project, that encourage teamwork. Everyone needs to fine-tune their abilities to speak and interact with others and to experience their own capability of leadership, that's what the project aim to do.

1. ADRIANO DESTRO
SIMONE DI FRANCIA
GIULIA CAMPOLO
GIANLUIGI CAMPOLO
Pel
Wear A New Smile With Henkel
Project Work Henkel 2012/13
Prof. Luigi Cantone

2. Presentation Structure
I. MACRO Context : “Scenario
2050”
II. Analysis : “Needs Wants &
Demand”
I. Market Segmentation:
“Defining The Business”
II. Offer System: Value Levers
V. End-User Segmentation
VI. Behavioristic Segmentation
VII. Product Placement
VIII. Marketing Mix
IX. Product Profile
X. Core Range Portfolio
XI. Packaging
XII. Price Policy
XIII. Distribution Policy
XIV. Communication

3. ECONOMIC FACTORS:
- Development in emerging markets (BRICs, South Africa & N-11 )
- Partnership between companies on a global scale
- Average discretional income growth
- Huge pickup in demand both basic and higher-priced goods
- “Oral disease: the fourth most expensive disease to treat in most industrialized countries”
- Escalating costs and limited resources
SOCIOCULTURAL FACTORS:
- Population Growth
- Progressively Ageing Population
- Globalization Growth
- High awareness of the need to look good (Visual Culture)
- Consumer skepticism towards new products (CSTNP)
- Non-communicable diseases
- Inaccessibility to higher-priced product for underprivileged and social marginalized
groups in developed and developing countries
POLITICAL & LEGAL FRAMEWORK:
- Top priority to committed policies for the prevention and promotion of globally increasing
high risks to health (such as tobacco consumption*, HIV/AIDS)
- Oral and pharyngeal cavity cancer prevention campaign
- Community based strategy for oral-disease control
ENVIRONMENTAL FACTORS:
- 20% of the world’s population does not have access to safe drinking water
and nearly 40% lacks adequate sanitation so that affects both general and oral hygiene
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OVERALL EFFECTS PROBABILITY TIME EFFECT
CONTEXT
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4. • KEEP THE ORAL CAVITY (mouth/teeth)
CLEAN & REDUCE BACTERIAL ACTIVITY:
- to PREVENT tartar, cavities, gingivitis, and
gum diseases
- to MINIMIZE hypersensitivity and halitosis
issues
• CONSIDERABLE TIME SAVING
HIGH AWARENESS OF THE NEED TO LOOK
GOOD:
- WISH FOR BRIGHTER & WHITER TEETH
- WISH BEING MORE CONFIDENT WHEN
SMILING AND LOOK ATTRACTIVE*
- LOW PRICED BUT HIGH-PERFORMANCE
PRODUCTS
- VALUE ADDED MULTIFUNCTIONAL
PRODUCTS (Whitening, Brithening,
Protective)
- AESTHETIC DENTISTRY
Customer “Needs, Wants & Demand”
NEEDS
WANTS
DEMAND

5. DEFINING THE BUSINESS
TOOTHPASTE/
TOOTHBRUSH
DENTAL FLOSS
MOUTHWASH
CHEWIN
GUM(xilitolo/flu
oride)
PREVENTION OF
ORAL CAVITY
DISEASES
SUPPRESSION OF
HALITOSIS
NOT
TAKING
CARE
CARING HEAVY
CARING
CUSTOMER
GROUPS
ALTERNATIVE
TECHNOLOGIES
CUSTOMER
FUNCTIONS
AESTHETIC
PURPOSE

6. ECO-FRIENDLY QUALITY
BRAND
DISTRIBUTIONRELIABILTY
RANGE
WIDTH

7. DEMOGRAPHIC Segmentation:
• AGE: 20 – 65;
• GENDER: Male and Female;
• FAMILY LIFECYCLE: Undergraduate, Post
graduate, Married with no children,
Solitary survivor, Young couples;
• INCOME LEVEL: Medium-High Income
PSYCHOGRAPHIC Segmentation:
• LIFESTYLE: Innovators, end-users who
have keen interest in dental
health/wealth, sportsmen/women;
• CHARACTER: Predominant, Ambitious,
Countertrenders, Workhaolic;

8. BUYING PROCESS
• PURCHASING FREQUENCY: >=Weekly;
• PURCHASING POINT : Exclusive
distributors;
• PURCHASING PROCESS DURATION:
Limited Decision Making;
• Brand fidelity: HIGH;
USE OCCASIONS
• PLACE: In all places;
• FREQUENCY: 2-3 times a day;
• SITUATIONAL CONTEXT: Early in the
morning, Before meals, Before smoking

9. Very effective
Ineffective
Very praticalImpratical

11. Conceived as an orosoluble capsule, "Pelcaps", will release a flavourless and colourless
liquid*[note] and once in very close contact with teeth a pellicle will take form.
This film will be a second skin, the most effective teeth protection, whitening and
brightening.
Thanks to its handy, but capacious, packaging, it fits comfortably in your bag, pocket so
that you can use it however, wherever and whenever you want.
BEAUTY CARE
ORAL HYGIENE
TOOTHPASTE, MOUTHWASH,
CHEWING GUM WITH FLOURIDE

12. HAIR CARE
Hair color, hair care, hair
styling and hair form
products.
(Schwarzkopf Professional,
Indola and Clynol)
Range Extension
Depth
Range
Beauty care
BODY CARE
Naturally Perfumed Products.
(MONT SAINT MICHEL)
Shaving cream and aftershave
lotion.
(SQUIBB)
Deodorants
Liquid Soap
Foam Bath
Intimate Cleansing
Showergel
Shampoo
(NEUTROMED)
ORAL HYGIENE
Toothpaste
MouthWash
(ANTICA ERBORISTERIA)
Intensive Whitening
Toothpaste
(DENIVIT)
Toothpaste + mouthwash
(THERAMED)
Pelcaps

13. “PCB” PACKAGING TEORY
DESIGNED TO BE
CARRIED ALONG
EVERYWHERE
COLORED
AND
CUSTOMIZED
PACKAGING
ALUMINIUM
PACKAGING AND
RECICLYBLE PAPER

14. Pricing
Strategy
GEOGRAPHIC
Pricing
PRICE
DISCOUNTS
Pricing
STRATEGY
PRICE
OBJECTIVES
• PRICE BY REGION
(It can vary
geographically)
• TRADE DISCOUNT
• FAMILY PACK
(Promotional
Discount)
• QUANTITY
DISCOUNT
• PREMIUM
PRICE*
• PROFIT
TARGET

15. PRODUCER
WHOLESALER
RETAILER
CONSUMER
 Distribution Chain:
INDIRECT & SHORT
 Hedging strategy:
SELECTIVE DISTRIBUTION*
 Communication Strategy of the channel:
PULL STRATEGY**
 Control of the channel:
MONITORED

16. EXTERNAL
RELATIONS:
PUBLIC
AWARENESS
CAMPAIGN &
“PELCAPS DAY”
SALES PROMOTION:
BOGOF* & SMALL
GIVEAWAYS
ADVERTISING:
NEWS &
TRADE
MAGAZINE
SALES PEOPLE:
SPECIALIZED
SALESMEN

17. Our goal : “Deliver more VALUE, at a reduced FOOTPRINT”
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18. PERFORMANCE
1) Raw Material Sourcing : Taking advantage of the heterogeneity of raw materials
already employed in the production process;
2) Production : Investments in manufacturing technology [A new product different from
all other ones included in the Henkel product range; Benefit from already acquired
chemical know-how;
3) Logistic/Retail : The company should benefit from the existing distribution channels
with drugstore and department stores “para-pharmacy”;
4) Usage: Easy to use (product) and pocket-sized, non toxic (packaging)
5) Disposal: Alluminium, recyclable & reusable material (Packaging);
Biodegradable (Pellicle);