Henkel: Global Success and Strategy Overview

Study Notes

Founded in 1876 by Fritz Henkel in Aachen, Germany, Henkel is a multinational corporation operating in both consumer and industrial sectors.
Henkel's initial product was a silicate-based universal detergent.
The company has achieved sustained success through continuous innovation in products to cater to diverse customer needs globally.
Headquartered in Düsseldorf, Germany, Henkel is ranked among Fortune Global 500 companies.
In 2015, Henkel generated $18.97 billion in sales and an operating profit of $3.06 billion.
Henkel's success is attributed to its customer-driven marketing strategy that blends global understanding with local implementation.
Henkel was named one of the most reputable companies in its industry category, ranking fourth in Fortune's "World's Most Admired Companies."
In 2016, Henkel was the only German company in the top 50 of the world's largest consumer goods manufacturers, according to OC&C's study of consumer goods market trends and strategies.

Persil, a leading laundry detergent brand, has been known for its quality and trust for over 109 years.
It revolutionized the laundry process by combining sodium silicate and sodium perborate for a textile-friendly, odorless bleach.
Persil was the first self-acting detergent, eliminating the need for extensive scrubbing and rubbing of laundry.
Persil has been successful in the Middle Eastern market through targeted segmentation and product lines tailored to unique customer segments.
Henkel's global success is attributed to its insights into market trends and customers' special needs in different regions.