Henkel Group Case Study
Case Review Henkel Group, a German producer of chemical products such as detergent and adhesives, is a company that is proud of its brand name reputation. ... After six months of research and fact finding, the group had a proposal that was a complete turnaround from that of Henkels traditional practices. ... This umbrella technique would allow the Henkel Group to sell task specific products in much segmented markets under two well known names. ... With task specific products available, Henkel had to be sure that the users would know what the products were under new names. ... Along with these concerns, Briskorn and his group would also be responsible for making other decisions, such as marketing and advertising. ... If Henkel advertises each particular product, they may run the risk of confusing end users.