Persil, Dixan, WiPP Express - Gold Relaunch

Henkel's portfolio of leading detergents faced a range of challenges in the key Western European markets of Germany, Spain and Italy.

Persil, Dixan, WiPP Express – Gold Relaunch


Client Company Name: Henkel AG & Co. KGAA

Brand Name: Persil, Dixan, WiPP Express

Category: FMCG



Henkel's heavy duty detergent fight in Western Europe. In 2008, Henkel made solid 27 % of the Western European heavy duty detergent market though vs. 2007 they lost shares and stayed unchanged number two – while the biggest competitor Procter & Gamble could increase its shares again. (See Footnote 1) Henkel holds diverse Leading Premium Brands across Western Europe. From market...

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