Henkel Marketing Advantage

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Henkel was founded in 1876 by Fritz Henkel who created the first product, a detergent based on silicate, who became a success, and Henkel grew rapidly by creating new products and by acquiring other products. Today Henkel has their headquarters in Dusseldorf, Germany, and with more than 50,000 employees from more than 120 nations worldwide. Henkel holds globally leading market positions both in the consumer and industrial sector and is well known brands such as Persil, Schwarzkopf and Loctite. The company is organized into three globally operating business units: • The Laundry & Home Care unit has played an important role for Henkel’s success story, and is globally present with the main focus on the consumer goods market. • The Beauty Care unit develops, produces and sells successful high quality products (body, skin, hair, and oral care) present in more than 150 countries worldwide. This business unit is equally active in the consumer goods market as well as the professional hair salon business. • The Adhesives Technologies unit is the most profitable unit from Henkel as well as the number 1 adhesives producer worldwide. Mostly active in the B2B business in sealants, coatings as well as tailor made solutions for their customers. With a small but relevant presence in the consumer market with brands such as Pritt, Loctite, Pattex, etc. In the Benelux, Henkel is operating from Belgium and The Netherlands with as main activity the marketing of all the products present in

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