Neuromarketing in Practise Case Study Henkel Cosmetics
Neuromarketing in Practise Case Study Henkel Cosmetics
Neuromarketing in Practise Case Study Henkel Cosmetics
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<strong>Neuromarket<strong>in</strong>g</strong> <strong>in</strong> <strong>Practise</strong><br />
<strong>Case</strong> <strong>Study</strong> <strong>Henkel</strong> <strong>Cosmetics</strong><br />
T<strong>in</strong>a Müller<br />
Corporate Senior Vice President<br />
<strong>Neuromarket<strong>in</strong>g</strong> Congress, 23.04.2009
Agenda<br />
1. <strong>Henkel</strong> <strong>Cosmetics</strong><br />
2. The Styl<strong>in</strong>g Brand Taft<br />
3. The Limbic ® Analysis<br />
4. Key Actions<br />
5. Results<br />
2
Agenda<br />
1. <strong>Henkel</strong> <strong>Cosmetics</strong><br />
2. The Styl<strong>in</strong>g Brand Taft<br />
3. The Limbic ® Analysis<br />
4. Key Actions<br />
5. Results<br />
3
Personal Care with<strong>in</strong> <strong>Henkel</strong><br />
Sales share (2008) EBIT share* (2008)<br />
Other<br />
divisions<br />
Other<br />
divisions<br />
79%<br />
75%<br />
21%<br />
25%<br />
Personal<br />
Care<br />
Personal<br />
Care<br />
Core bus<strong>in</strong>ess of <strong>Henkel</strong><br />
Contributes over-proportionally to <strong>Henkel</strong> EBIT<br />
*excl. Corporate<br />
4
Schwarzkopf: No.1 brand of <strong>Henkel</strong><br />
Total Sales <strong>Henkel</strong> 2008: 14.1 Bn€<br />
Brand Sales 2008 Division<br />
1,7 Bn€<br />
Cosmetic<br />
0,8 Bn€ Adhesives<br />
0,8 Bn€ Detergents<br />
Schwarzkopf represents 12% of total <strong>Henkel</strong> Sales 2008<br />
5
One Brand Position<strong>in</strong>g – specific Sub-brands<br />
The most professional<br />
hair cosmetic brand for<br />
<strong>in</strong>dividual hair beauty, <strong>in</strong><br />
the salon and at home<br />
Retail<br />
Professional<br />
Strong s<strong>in</strong>gle sub-brands under the Master brand Schwarzkopf<br />
A synergy model between retail and professional channel<br />
6
Agenda<br />
1. <strong>Henkel</strong> <strong>Cosmetics</strong><br />
2. The Styl<strong>in</strong>g Brand Taft<br />
3. The Limbic ® Analysis<br />
4. Key Actions<br />
5. Results<br />
7
Taft: European Market Leader <strong>in</strong> Styl<strong>in</strong>g<br />
Perfect hold <strong>in</strong> all weather conditions<br />
8
Taft is the European Market Leader 2008<br />
MS Value <strong>in</strong> %<br />
14,3<br />
7,1<br />
8,6<br />
5,1<br />
4,1<br />
Fructis<br />
Nivea<br />
Wellaflex<br />
Studio L<strong>in</strong>e<br />
Taft<br />
Source: Eurobrand Market shares value (%) MAT JF09<br />
9
Competition is strong & <strong>in</strong>ternational<br />
10
Key benefit by segment<br />
2003<br />
2006<br />
Flexible<br />
Flexible<br />
Sh<strong>in</strong>e<br />
5 %<br />
15 %<br />
Sh<strong>in</strong>e<br />
7 %<br />
19 %<br />
Volume<br />
11 %<br />
69 %<br />
15 %<br />
59 %<br />
Hold<br />
Volume<br />
Hold<br />
Quelle: DE M<strong>in</strong>erva 2003, 2006 11
Taft L<strong>in</strong>es with limited potential<br />
Silk-Touch Lycraflex Sensitive<br />
12
Market Share Development Germany<br />
MA<br />
<strong>in</strong> %<br />
24,0<br />
26,2<br />
11,7<br />
15,0<br />
Competitor<br />
2003 2004 2005 2006 2007 2008<br />
Quelle: EU Nielsen YTD 2003-2008, Wert Marktanteil<br />
13
Objectives of the Limbic ® analysis<br />
Answer the questions:<br />
What are the motives with<strong>in</strong> the Hairstyl<strong>in</strong>g category?<br />
Where does Taft stand compared to its competitors?<br />
In which direction should Taft develop?<br />
14
Motives of Hairstyl<strong>in</strong>g:<br />
15
Agenda<br />
1. <strong>Henkel</strong> <strong>Cosmetics</strong><br />
2. The Styl<strong>in</strong>g Brand Taft<br />
3. The Limbic ® Analysis<br />
4. Key Actions<br />
5. Results<br />
16
The Limbic ® Map<br />
Source: Häusel (2007)<br />
17
The Limbic ® Map for Hairstyl<strong>in</strong>g<br />
The choice of hairstyle is the most personal vehicle of<br />
expression an asprired ‚look‘ with its values & expectations<br />
Experiental<br />
beauty<br />
Individualistic<br />
beauty<br />
Seductive<br />
beauty<br />
Sexual<br />
beauty<br />
core female<br />
Provocative<br />
beauty<br />
Machobeauty<br />
Sexual<br />
beauty<br />
core male<br />
Perform<strong>in</strong>g<br />
& status<br />
beauty<br />
Casual & natural<br />
beauty<br />
Conformity<br />
beauty<br />
Cultivated<br />
beauty<br />
Source: Häusel (2007)<br />
18
Functional styl<strong>in</strong>g needs<br />
Flexibility/Softness vs. Long Last<strong>in</strong>g Hold is a major<br />
conflict of needs: Strong Hold lacks Softness and vice versa<br />
Flexibility<br />
Softness<br />
Volume<br />
(Attractiveness)<br />
Natural<br />
look<strong>in</strong>g<br />
Sh<strong>in</strong>e<br />
Hair Care<br />
Professional-<br />
Claim<br />
Long<br />
Last<strong>in</strong>g hold<br />
Source: Nymphenburg, 2007<br />
19
The Limbic ® Map for Taft <strong>in</strong> 2006<br />
Taft<br />
word<strong>in</strong>g<br />
(H)old<br />
“3 Weather“<br />
(function)<br />
“3 Weather“<br />
(phonetic/<br />
semantic)<br />
Source: Häusel , 2006<br />
20
Competitive Check<br />
Source: Häusel , 2007<br />
21
Conclusion<br />
The Limbic ® map of Taft is broad and profiled<br />
The Limbic ® profile of Taft is focused on the core benefit hold<br />
Outside the core Innovations show limited Potential<br />
Communication should become more multifaceted<br />
22
Agenda<br />
1. <strong>Henkel</strong> <strong>Cosmetics</strong><br />
2. The Styl<strong>in</strong>g Brand Taft<br />
3. The Limbic ® Analysis<br />
4. Key Actions<br />
5. Results<br />
23
Functional styl<strong>in</strong>g needs<br />
Flexibility<br />
Softness<br />
Volume<br />
(Attractiveness)<br />
Natural<br />
look<strong>in</strong>g<br />
Sh<strong>in</strong>e<br />
Hair Care<br />
Professional-<br />
Claim<br />
Long<br />
Last<strong>in</strong>g hold<br />
Source: Nymphenburg, 2007<br />
24
Functional styl<strong>in</strong>g needs<br />
Flexibility<br />
Softness<br />
Volume<br />
Volume<br />
(Attractiveness)<br />
Natural<br />
look<strong>in</strong>g<br />
Sh<strong>in</strong>e<br />
Hair Care<br />
Professional-<br />
Claim<br />
Long<br />
Last<strong>in</strong>g hold<br />
Source: Nymphenburg, 2007<br />
25
Key <strong>in</strong>novations based on Limbic® f<strong>in</strong>d<strong>in</strong>gs<br />
Relaunch Volume L<strong>in</strong>e (2007):<br />
First Volume l<strong>in</strong>e with „push-up effect“<br />
26
Functional styl<strong>in</strong>g needs<br />
Flexibility/Softness and Long Last<strong>in</strong>g Hold is a major need!<br />
Flexibility<br />
Softness<br />
Flexibility<br />
Softness<br />
Volume<br />
(Attractiveness)<br />
Sh<strong>in</strong>e<br />
Natural<br />
look<strong>in</strong>g<br />
Hair Care<br />
Long<br />
Last<strong>in</strong>g hold<br />
Professional-<br />
Claim<br />
Source: Nymphenburg, 2007<br />
27
Key <strong>in</strong>novations based on Limbic® f<strong>in</strong>d<strong>in</strong>gs<br />
Relaunch Power L<strong>in</strong>e (2008):<br />
Comb<strong>in</strong>es maximal hold with the softness of Cashmere<br />
28
Taft Communication<br />
The new<br />
Frauenleitbild?<br />
29
MULTI-FACETED WOMEN of today<br />
30
Multi-facetted Collage Heidi testimonial Maco 2007 for Taft<br />
Modernize Taft communication via a celebrity who stands<br />
for a modern, <strong>in</strong>ternational lifestyle and whose success<br />
is build on discipl<strong>in</strong>e ‚Haltung‘<br />
31
Agenda<br />
1. <strong>Henkel</strong> <strong>Cosmetics</strong><br />
2. The Styl<strong>in</strong>g Brand Taft<br />
3. The Limbic ® Analysis<br />
4. Key Actions<br />
5. Results<br />
32
Results: Excellent NES Development<br />
Volumen: +53,2%<br />
Power: : +63,5%<br />
2006 2007 2007 2008<br />
Quelle: <strong>Henkel</strong> Daten<br />
33
Taft Market Share Development Germany<br />
MA<br />
<strong>in</strong> %<br />
26,2<br />
24,1<br />
Competitor<br />
2005 2006 2007 2008<br />
Quelle: Nielsen DE YTD P12/08, Wert, Marktanteil<br />
34
Key <strong>in</strong>novations based on Limbic® f<strong>in</strong>d<strong>in</strong>gs<br />
Launch Ultra with Silk Touch (2009)<br />
Comb<strong>in</strong>es ultra strong hold with a silky hair feel<strong>in</strong>g. No compromise!
Results: strong <strong>in</strong>crease with all time high<br />
Market Share for Taft<br />
12,8<br />
14,3<br />
11,6<br />
7,1<br />
7,8<br />
9,2<br />
9,1<br />
8,5<br />
8,0 7,9<br />
5,5<br />
5,7<br />
MAT<br />
07<br />
MAT<br />
08<br />
Wellaflex<br />
MAT<br />
09<br />
MAT<br />
07<br />
MAT<br />
08<br />
Elnett<br />
MAT<br />
09<br />
MAT<br />
07<br />
MAT<br />
08<br />
MAT<br />
09<br />
Studio L<strong>in</strong>e<br />
MAT<br />
07<br />
MAT<br />
08<br />
Taft<br />
MAT<br />
09<br />
Source: Eurobrand Market shares value (%) MAT JF09<br />
36
Market Segments Styl<strong>in</strong>g<br />
Mousse<br />
19,3%<br />
49,5%<br />
Hairspray<br />
Gels<br />
31,2%<br />
Stand P8/2008<br />
37
France Gel Introductions<br />
38
Successful Market Share ga<strong>in</strong> <strong>in</strong> gels <strong>in</strong> France<br />
MS Value <strong>in</strong> %<br />
+3,7 ppts<br />
2006<br />
2007 2008<br />
Source: France MS among Gels, YTD 1-6<br />
39
Development Marketshare Hair Europe<br />
MA<br />
<strong>in</strong> %<br />
Competitor<br />
15,9<br />
Competitor<br />
13,6<br />
Competitor<br />
YTD 04<br />
YTD 05 YTD 06 YTD 07 YTD 08<br />
Quelle: GFK/ IRI Trade Panel bimonthly, Ende Juli/August 2008<br />
40
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