La presentazione della Dott.ssa Mara Panjia, Direttore Marketing di Henkel Italia, tratta il lancio di una nuova categoria di prodotto, l’ammorbidente Vernel Cristalli, e della relativa campagna di marketing.

1. A new category creation:
Vernel Cristalli launch
Mara PANAJIA - MARKETING DIRECTOR

2. AGENDA
1) Henkel in brief
2) Vernel Crystals Case History
3) Discussion

3. AGENDA
1) Henkel in brief
2) Vernel Crystals Case History
3) Discussion

4. HENKEL WORLDWIDE 2009
• More than 125 Countries
• More than 55.000 employees
• Turnover 2008: 14.1 Bill. €
Source: Group result 2008

5. HENKEL HEADQUARTER
Düsseldorf-Holthausen

6. Three Areas of Competence
Laundry & Cosmetics/ Adhesive
Home Care Toiletries Technologies
Quality with Brands & Technologies
30% 21% 47%

7. Overview of our Top Brands
Cosmetics/
Toiletries
Laundry/
Home Care
Adhesive
Technologies

8. OUR VISION
Henkel is a leader with brands and technologies that
make people's lives easier, better and more beautiful.

10. HENKEL ITALY
One of the most important countries within Western Europe
• Turnover 2008: 729 Mill. € • 1.400 employees • 7 manufacturing plants

11. HENKEL ITALY DETERGENTS
Latest successful launches
SEPTEMBER 2008
Vernel Crystals. A successful Italian case hystory.

12. AGENDA
1) Henkel in brief
2) Vernel Crystals Case History
• Background before Crystals launch
• Fabric Finishers Market in Italy
• Competitive landscape
• Vernel history
• Vernel Crystals project
• Consumer insights
• Development phases
• Launch phase
• Results
3) Discussion

13. AGENDA
1) Henkel in brief
2) Vernel Crystals Case History
• Background before Crystals launch
• Fabric Finishers Market in Italy
• Competitive landscape
• Vernel history
• Vernel Crystals project
• Consumer insights
• Development phases
• Launch phase
• Results
3) Discussion

14. ITALY FABRIC FINISHERS MARKET
Value/volume development
+2,6%
+4,1%
235.370
234.856
232.969
Volume (Tsd Liters) Value('000 €)
229.250
+7,6%
223.221
220.196
+2,6%
+2,9%
204.599
204.442
+6,3%
199.179
193.590
192.501
+11,9%
183.892
182.184
177.782
163.842
162.844
• Growing market, slowing down in last years.
• Value is almost equal to Volume: Fabric Finishers’ Price per liter of
about 1€ is the lowest among all the Laundry and Home Care markets
2000 2001 2002 2003 2004 2005 2006 2007
SOURCE: IRI Audit Census, Tot. Italy (W/O Discount), 2007

15. ITALY FABRIC FINISHERS MARKET
Penetration Rate
90%
85%
86,2% 86,6%
85,3%
84,3%
80%
75%
76,7%
76,2%
75,6%
70% 73,1% • High penetration rate already reached.
65% • Stable in last years.
60%
2000
2001
2002
2003
2004
2005
2006
2007
SOURCE: IHA Consumer, Tot. Italy, 2008.

16. AGENDA
1) Henkel in brief
2) Vernel Crystals Case History
• Background before Crystals launch
• Fabric Finishers Market in Italy
• Competitive landscape
• Vernel history
• Vernel Crystals project
• Consumer insights
• Development phases
• Launch phase
• Results
3) Discussion

17. ITALY FABRIC FINISHERS MARKET
Main players
• Full possession of the • Strongly rooted in the • Guaranty of performance
territory of fragrance territory of softness and providing intense
and alluring fragrances
• Feminine, owns a vein of • “The softness child”,
sensuality ”the softness of a cuddle • Innovative, playful and
toy” easy personality.
• Playful and hedonistic
dimension • Synonymous with • Less authorititative
tradition and familiarity personality, that does
• Conveys emotional not generate reliability
benefit: self-indulgence • Static, more old-
fashioned • Playful, modern,
• Keeps on evolving dynamic, colourful,
extrovert
• Positioning: “The little
touch of luxury for me
and my laundry”
SOURCE: Research International – July 2005, Neuromarketing workshop FFI – July 2008

18. ITALY FABRIC FINISHERS MARKET
%
35 Value M/S • Coccolino the only real threat to Vernel leadership,
31,7
30,2
slowly approaching in the course of the years…
29,2
30 28,7
27,5
26,6 26,3 Vernel
26,1
27,6
25 26,9 26,9 26,5
26,1 26,4
25,7 25,5
Coccolino
20
Fabuloso
15,0 14,7
14,5 14,4
15 13,6 13,9
13,1
12,2
Private
Label
10 11,7
10,6 11,0
10,2
9,4 Felce
8,4
Azzurra
5 6,8
6,2 6,0
5,6 5,2
1,7
3,1
0
2000
2001
2002
2003
2004
2005
2006
2007
2000
2001
2002
2003
2004
2005
2006
2007
SOURCE: IRI Audit, Tot. Italy (W/O Discount), FFI Value Market Shares, 2007

19. AGENDA
1) Henkel in brief
2) Vernel Crystals Case History
• Background before Crystals launch
• Fabric Finishers Market in Italy
• Competitive landscape
• Vernel history
• Vernel Crystals project
• Consumer insights
• Development phases
• Launch phase
• Results
3) Discussion

20. VERNEL HISTORY
● Launched in 1968, ● Able to maintain market leadership thanks to a
VERNEL has created the successful evolutive path, full of continuous
Softeners market successful launches & relauches
1968 … 1978 … 1988 … 1998 … 2008

21. VERNEL HISTORY
● A memorable history of communication, which created and consolidated the
desired positioning.
1968 … 1978 … 1988 … 1998 … 2008

22. AGENDA
1) Henkel in brief
2) Vernel Crystals Case History
• Background before Crystals launch
• Fabric Finishers Market in Italy
• Competitive landscape
• Vernel history
• Vernel Crystals project
• Consumer insights
• Development phases
• Launch phase
• Results
3) Discussion

23. VERNEL CRYSTALS PROJECT
OBJECTIVES
• Bring a revolutionary push to the FFI market
increase consumption and penetration
• Enhance category value premium price vs. Classic Softeners.
• Enhance leadership image of brand by innovation.
Be disruptive!
• Consolidate market leadership
clear gap vs. second player Coccolino.
Search for
STRATEGY Breakthrough Innovation!
Develop a completely new product concept
● Coherent with Vernel brand equity.
● Able to fulfill consumer’s unsatisfied needs.
● Able to sustain a premium positioning.

24. AGENDA
1) Henkel in brief
2) Vernel Crystals Case History
• Background before Crystals launch
• Fabric Finishers Market in Italy
• Competitive landscape
• Vernel history
• Vernel Crystals project
• Consumer insights
• Development phases
• Launch phase
• Results
3) Discussion

25. In the market there was still
a big opportunity…
without
Softener
60% with
Softener
40% of the Wash Loads
are made without
using Softener…
Source: Wahing Habits IPSOS 2005

26. 40% of the Wash Loads are made
without using Softener…
WHY?
● Often Softeners have a low intense and
short lasting perfume.
● Sometimes consumers bored from greasy effect of softeners on
garments (because they enter in action at the end of the washing
cycle).
● Some softeners are not perceived as very natural:
consumers fear about their aggressiveness to skin and
tissues.
Source: Perceptor Vernel 2003, Demoskopea – Focus groups 2007, Ethnographic studies 2007; Research
International, Washing habits 2008

27. Fragrance is the main purchase driver in
softeners world…
● Softness is a well-established trait that is included in the very name of
the category.
“… by now we all know it softens, even the name says that, it’s
something we take for granted!”
● Olfactory pleasure is the first value associated to
softeners. It is both a functional and an emotional benefit.
● Fragrance is the most “exciting” and dynamic
component of the product, which allows for great
variability and a wide range of choice for consumers.
“… softness is more or less the same, but with fragrance you can
really satisfy your whims… I love trying out new ones all the time!”
Source: Perceptor Vernel 2003, Demoskopea – Focus groups 2007, Ethnographic studies 2007; Research International, Washing habits 2008

28. Fragrance has a double value…
1/ PERSONAL
● When using the product, when opening the bottle
and while dosing the product.
● When wearing the clothes it is a pleasure to
wrap in a perfumed cloth.
Source: Perceptor Vernel 2003, Demoskopea – Focus groups 2007, Ethnographic studies 2007; Research International,
Washing habits 2008

29. Fragrance has a double value…
2/ SOCIAL
● Wearing perfumed clothes is an index of attention to
self-care: you feel safer and more adequate
● Breathing the perfume exhaled from others’ clothes
is pleasant and provides a proof of cleanliness
“… when you can smell the softener on a garment it means
it’s clean!”
Source: Perceptor Vernel 2003, Demoskopea – Focus groups 2007, Ethnographic studies 2007; Research International,
Washing habits 2008

30. …so the persistence of perfume is
fundamental
● The long-lastingness of fragrance on garments is an indicator of softener
quality.
“… in general the longer the fragrance lasts, the better the brand and specific
product you are using!”
● A weaker persistence is a sign that reverberates negatively on the perception
of product quality and usually gives rise to an impression of cheapness
“… usually the low-cost brands won’t keep the scent for long, but we all
know, their quality is inferior!”
● The persistence of fragrance ensures the continuation of the
individual pleasure and of self-confidence in social contexts
Source: Perceptor Vernel 2003, Demoskopea – Focus groups 2007, Ethnographic studies 2007; Research
International, Washing habits 2008

31. AGENDA
1) Henkel in brief
2) Vernel Crystals Case History
• Background before Crystals launch
• Fabric Finishers Market in Italy
• Competitive landscape
• Vernel history
• Vernel Crystals project
• Consumer insights
• Development phases
• Launch phase
• Results
3) Discussion

32. The first solid softener in
shape of CRYSTAL

33. MARKET RESEARCHES WORKPLAN
ISSUE QUESTION METHODOLOGY
How consumers imagine the product: size, colour, dosing
1 Concept/Product Focus Groups
system
FORMULA DEVELOPMENT
2 Formula How do consumer evaluate the formulas Focus Groups
PERFUME BRIEFING
3 Perfume Selection of best fragrances for each variant Sniff Test
4 Naming Which Names for the Variants, Which perfume Range concept Screenlab
PRODUCT COSTING AND PRICING
What is the willingness of the consumer to pay for this
5 Price Conjoint
product?
FINAL MIX DEVELOPMENT
6 Concept How is the whole concept perceived? Concept Test
• How is perceived the whole mix in terms of performance and
“Total” Mix
7 concept satisfaction? Concept to Use
• Fit of aesthetics with the concept?

34. MARKET RESEARCHES WORKPLAN
ISSUE QUESTION METHODOLOGY
How consumers imagine the product: size, colour, dosing
1 Concept/Product Focus Groups
system
Broad Scope Qualitative
FORMULA DEVELOPMENT Low Cost
2 Formula How do consumer evaluate the formulas Focus Groups
PERFUME BRIEFING
3 Perfume Selection of best fragrances for each variant Sniff Test
4 Naming Which Names for the Variants, Which perfume Range concept Screenlab
PRODUCT COSTING AND PRICING
What is the willingness of the consumer to pay for this
5 Price Conjoint
Narrow Scope Quantitative
product?
High Cost
FINAL MIX DEVELOPMENT
6 Concept How is the whole concept perceived? Concept Test
• How is perceived the whole mix in terms of performance and
“Total” Mix
7 concept satisfaction? Concept to Use
• Fit of aesthetics with the concept?

35. PRODUCT IDEA GENERATION

36. WHY A SOFTNER IN CRYSTAL?
M
Because Crystals planet is… IN
ER
AL
CO
Fresh SM
Uncontaminated ET
Evocative IC
Exclusive
CRYSTALLINE Exciting
PURENESS
& PRECIOUSNESS
Glamorous Natural
EX
TR
EM
E
LU
XU Luxurious Pure
RY
Source: Focus Groups Vernel Cristalli, Research International, 2006

37. FOCUS GROUPS RESULTS
The physical shape of crystals is considered new and definitely
innovative for the world of laundry, but familiar at the same time (the
first recollection is of bath salts).
Crystals are able to transmit a potential emollient/moisturising effect when
they dissolve in the water and penetrate the fabrics.
Crystals vehiculate the idea of naturalness: a more natural perfume
and softness.
Source: Focus Groups Vernel Cristalli, Research International, 2006

38. FOCUS GROUPS RESULTS
The physical shape of crystals has an evocative and emotional power
strongly linked with the promise of freshness: a superior freshness,
meant as pleasantness and persistence
“Vernel Crystals” have the pureness of the simple crystal and share with it
the idea of uncontaminated cleanness. On top, thanks to Vernel’s
hedonistic positioning, they are more emotionally involving.
Crystals vehiculate preciousness and refinement, enhanced by an
effect of brightness and lightness, very coherent with the premium
positioning desired by Vernel.
Source: Focus Groups Vernel Cristalli, Research International, 2006

39. FORMULA DEVELOPMENT

40. FORMULA DEVELOPMENT
Tested in FOCUS GROUPS:
• Crystals Size
• Colour / Aesthetic
• Place for dosing
• Bottle / Dosing Mechanisms
Source: Focus Groups Vernel Cristalli, Research International, March 2005

41. Crystal Size
DECISION FOR SMALLEST SIZED CRYSTALS
● Very Premium appearance
● Fitting to the concept
● Less expensive
“Small Crystals convey the idea of preciousness and refinement, emphasised by
a brightness and luminosity effect”
“They look like having a higher perfuming effect”
Source: Focus Groups Vernel Cristalli, Research International, March 2005

42. Where to dose
PRODUCT HAS TO WORK BOTH VIA THE DRUM AND THE
DETERGENT COMPARTMENT
Consumers would like to let the crystals work
since the beginning of the washing cycle
• To maintain the perfume and
softness effects for longer
(product is in direct contact with
garments for a longer time)
• To avoid greasy effects due to not
complete rinsing (at the last
washing cycle)
Source: Focus Groups Vernel Cristalli, Research International, March 2005

43. Where to dose
PRODUCT HAS TO WORK BOTH VIA THE DRUM AND THE
DETERGENT COMPARTMENT
Consumers would like to let the crystals work
since the beginning of the washing cycle
Attention when maintain the perfume and
• To changing
consumer behavior! for longer
softness effects
(product is in direct contact with
garments for a longer time)
• To avoid greasy effects due to not
complete rinsing (at the last
washing cycle)
Source: Focus Groups Vernel Cristalli, Research International, March 2005

44. How to dose / Which Bottle
THE MOST PROPER MECHANISM IS “AMANN” BOTTLE WITH A
DOUBLE CAP (“simple” cap + semi-spherical measuring cap)
• Elegant, Feminine, sinuous, refined and precious pack
SHELF IMPACT
• Easy to handle and versatile.
• Allows both a “normal” pouring into the drawer of the
washing machine and inside the drum.
• Thanks to the doser ball, the product is dosed in the exact
quantity, without product waste and with perfect cleanliness.
Source: Focus Groups Vernel Cristalli, Research International, March 2005

45. FORMULA DEVELOPMENT
Superior Performance
In each crystal the quantity of perfume is 7 times higher than in
actual liquid softeners.
Thanks to their high solubility Vernel Crystals guarantee a perfect and
graduated release of perfume at contact with laundry.
Crystals’ perfume persists longer on dried laundry.
Softener agents included in Crystals release a more natural softeness.
Crystals act from the beginning of the washing cycle eliminating
the risk of greasiness due to uncomplete rinsing.

46. CONCEPT DEVELOPMENT

47. CONCEPT DEVELOPMENT
2 winning concept emerged from Screenlab test
Nigth & Day Evocative
MoonLight, SunLight, Dawn Fresh Enchantment, Oriental
Enchantment, Floral Enchantment
Source: Screenlab Vernel Crystals, Research International, April 2006

48. THE USAGE PHASE

49. DOES THE PRODUCT MEET THE EXPECTATIONS?
The Concept to Use test
AFTER TRIAL
The product confirmed the very good results coming from the concept stage and
got positive and improved evaluations along all main indicators.
Buying intention was confirmed to be at excellent levels!
Source: Concept to Use Vernel Crystals, November 2007

50. PRICING

51. REVOLUTIONARY VALUE
CRYSTALS VALUE LIKE DIAMONDS!
Consumer Price: € 3,99
1 linear meter of:
• Vernel Crystals generates: € 61,40 (*)
• Vernel diluted generates: € 21,50 (**)
(*) Vernel Crystals reccomended Price per linear meter.
(**): Vernel liquid Average price per linear meter. Metra data.

52. AGENDA
1) Henkel in brief
2) Vernel Crystals Case History
• Background before Crystals launch
• Fabric Finishers Market in Italy
• Competitive landscape
• Vernel history
• Vernel Crystals project
• Consumer insights
• Development phases
• Launch phase
• Results
3) Discussion

53. September
2008

54. A unique Product supported 360°!
National TV
Temporary Shop TV Sat
Competition Print Campaign
Sampling PR
Promotion Cinema
Billboard

55. AN INCREDIBLE MARKETING PLAN
A change of habits needs to be supported with a 360°
communication & contact with consumers!
SET 2008 OTT 2008 NOV 2008 DIC 2008
Launch
“Try me free” promo
Sampling
In Store Promotions
TV & print campaign
Billboards
2009 GEN FEB MAR APR MAG GIU LUG AGO SET OTT NOV DIC
Billboards
Temporary Shop
TV campaign NEW!!!
Print campaign
“Birthday” promo
event
Sampling

56. AN INCREDIBLE MARKETING PLAN
TV & PRINT CAMPAIGN
Communication Objectives and key executional elements:
● Announcement campaign, able to educate
consumers giving a clear explanation of product
usage and dosage.
● Memorable and emotionally catching
● Distinctive but coherent with Vernel positioning:
“a touch of luxury for me and my laundry”

57. AN INCREDIBLE MARKETING PLAN
TV & PRINT CAMPAIGN
A colorful trail of scent made of
crystals and flowers was chosen as
the key visual of the whole campaign.
● Memorability
● Fragrance, Olfactory Pleasure
● Premiumness & Refinement

58. AN INCREDIBLE MARKETING PLAN
TV CAMPAIGN
● On air from November 2008
● On all the main national and satellite networks

59. AN INCREDIBLE MARKETING PLAN
PRINT CAMPAIGN
Consumer Trade

60. AN INCREDIBLE MARKETING PLAN
BILLBOARDS CAMPAIGN
7 BIG CITIES:
Turin, Milan, Genova, Bologna, Florence,
Rome, Naples

61. AN INCREDIBLE MARKETING PLAN
BILLBOARDS CAMPAIGN
Innovative billboards: LENTICULAR

62. AN INCREDIBLE MARKETING PLAN
BILLBOARDS CAMPAIGN
Innovative billboards: SCROLLING
DEMO

63. AN INCREDIBLE MARKETING PLAN
BILLBOARDS CAMPAIGN
Maxi BILLBOARD in Milan
Arco della Pace (252 sq mt)

64. AN INCREDIBLE MARKETING PLAN
POS SUPPORT
Displays
In Store
Promotions
Promo Activity
“TRY ME FREE”

65. …For Vernel Crystals, an CRISTALLI SHOP a detergent
VERNEL ABSOLUTE NOVELTY for
brand!
TEMPORARY SHOP!!!
10 - 28 MARZO 2009 – Corso Garibaldi, 59 MILANO

66. AN INCREDIBLE MARKETING PLAN
TEMPORARY SHOP
Objectives:
Create a UNIQUE EVENT with Crystals centerstage
Create RUMOUR OF THE EVENT by involving
opinion leaders.
Generate WORD-OF-MOUTH by involving our
target in activities with interesting contents.
EDUCATE POTENTIAL CONSUMERS to
Crystals by having a closer contact with them.
…So Pushing to Vernel Crystals trail/purchase

67. AN INCREDIBLE MARKETING PLAN
TEMPORARY SHOP
The concept:
Vernel Crystals Shop is a “SALON” where visitors
every day may partecipate to workshops, meetings
with writers and journalists, happy hours and get
moments of pure relax and entertainment.

68. AN INCREDIBLE MARKETING PLAN
TEMPORARY SHOP

69. AN INCREDIBLE MARKETING PLAN
TEMPORARY SHOP
Calendar of activities

70. AN INCREDIBLE MARKETING PLAN
TEMPORARY SHOP
Literary salon: meetings with female writers
Alessandra Appiano
Closing event with Silvana Giacobini
Camilla Baresani
Liliana De Curtis

71. AN INCREDIBLE MARKETING PLAN
TEMPORARY SHOP
Photograph set

72. AN INCREDIBLE MARKETING PLAN
TEMPORARY SHOP
TV set.
In partnership with Alice chefs, TV and WEB programmes have
been recordered and aired from the shop.

73. AN INCREDIBLE MARKETING PLAN
TEMPORARY SHOP
Bricolage school in partnership with:

74. AN INCREDIBLE MARKETING PLAN
TEMPORARY SHOP
Entertainment point: Happy Hour with DJ set, Plastic Surger counsels, Spring
Horoscope

75. AN INCREDIBLE MARKETING PLAN
TEMPORARY SHOP
The numbers
● 7.000 visitors
● 80 journalists involved
● 46.000 visits to www.vernel.it
● 25.000 samples distributed

76. AN INCREDIBLE MARKETING PLAN
TEMPORARY SHOP
Lots of Editorials gained
Tot. ISSUES 65
Tot. READERSHIP 19.176.223
Update at 30th June 2009.

77. AN INCREDIBLE MARKETING PLAN
TEMPORARY SHOP
Media Support 150.000
PROMOCARDS
NATIONAL PRESS LOCAL/FREE PRESS
BILLBOARDS
(MM Moscova e Lanza)

78. AN INCREDIBLE MARKETING PLAN
TEMPORARY SHOP
Media Support
Dedicated web-site CALENDAR
REGISTRATION
FORM BLOG

79. VERNEL CRISTALLI SHOP
To make you “put the nose” in the charming atmosphere
of Vernel Crystals Shop…

80. 1ST BIRTHDAY CONSUMER PROMO
From September to November 2009
WEB SITE
PACKS WITH
DEDICATED
NECKHANGER
ADV PAGE
DISPLAYS
STOPPER AT SHELF TRADE FOLDERS

81. NEW TV CAMPAIGN
ON AIR from September
2009 and for all 2010 on all
the main national and
satellite networks.

82. NEW PRINT CAMPAIGN
ON AIR on the most important
female magazines from
December 2009 and for all
2010

83. AGENDA
1) Henkel in brief
2) Vernel Crystals Case History
• Background before Crystals launch
• Fabric Finishers Market in Italy
• Competitive landscape
• Vernel history
• Vernel Crystals project
• Consumer insights
• Development phases
• Launch phase
• Results
3) Discussion

84. CRYSTALS CUM. TRIERS VS BENCHMARKS
BEST IN CLASS PENETRATION TREND compared to other
HHs successful launches!
1600
…with a VERY GOOD 1.340
1400
REPURCHASE RATE of 1.240 1.258
1.176
1200 40%
1.083
1.008
1000 899
813
800
672
600 505
400 346
190
200
39
0
1 2 3 4 5 6 7 8 9 10 11 12 13
Vernel Cristalli (08 11) benchmark 1 (06 07) benchmark 2 (06 07)
benchmark 3 (01 10) benchmark 4 (09 06) benchmark 5 (07 06)
SOURCE: IHA Consumer, Tot. Italy, 13 periods from the launch

85. ITALY FABRIC FINISHERS MARKET
%
35 Value M/S Vernel has consolidated its leadership of the market in 2008
31,7 and 2009 thanks to Crystals’ on top contribution.
30,2
29,2 Vernel
30 28,7 28,3
27,5
26,6 26,3 26,6
26,1
27,6
25 26,9 26,9 26,5
Coccolino
26,1 26,4
25,7 25,5 25,8
25,0
20 Fabuloso
15,0 14,7
14,5 14,4
15 13,6 13,9
13,1
12,2 12,3 Private
11,8
Label
10 11,7 11,3
10,6 11,0
10,2 9,9 Felce
9,4
8,4 8,0 Azzurra
7,7
5 6,8
6,2 6,0
5,6 5,2
1,7
3,1
0
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2000
2002
2003
2006
2007
2009
SOURCE: IRI Audit, Tot. Italy (W/O Discount), tot 2009

86. ITALY FABRIC FINISHERS MARKET
Value Sales
Mio €
+7,4%
263
14
Crystals
250 244 7
3
6
Scented Sachet
65
200 60
Ironing Water
Vernel Crystals has created a new market segment
150 ON TOP, driving 2009 value sales growth! Fabric Conditioner
Classic Softener
100 Concentrated
171 175
Classic softeners
Regular Liquid
50
Fabric Finisher
0
2008 2009
SOURCE: IRI Audit Census, Tot. Italy (W/O Discount), December 2009

87. 2009 Results achieved
14 Mio € Value Sales on top (market)
1.500.000 HH conquered
5.600.000 bottles produced
67.200.000 Washloads with Crystals

88. AN INCREDIBLE MARKETING PLAN
What’s next?
SET 2008 OTT 2008 NOV 2008 DIC 2008
Launch
“Try me free” promo
Sampling
In Store Promotions
TV & print campaign
Billboards
2009 GEN FEB MAR APR MAG GIU LUG AGO SET OTT NOV DIC
Billboards
Temporary Shop
TV campaign NEW!!!
Print campaign
“Birthday” promo
event
Sampling

89. Vernel Cristalli
Rewarded with “Product of the Year 2010”
Detergent Category

90. The Reward “Product of the Year”
A reward for innovation. The only one where the final
consumer makes the choice.
6 out of 10 consumers know this reward.
7 out of 10 consumers have an increased buying intention
if the product shows the reward logo “Prodotto
dell'Anno”.
Source: TNS Infratest 2008

91. A reward to be celebrated!

92. FROM LOCAL SUCCESS TO
INTERNATIONAL ROLL-OUT
Germany
Launch:
August 2009
Netherlands
Launch:
May 2009
Belgium Spain
Launch: Launch: Greece & Cyprus
May 2009 September 2009 Launch:
July 2009

93. ...AND THIS IS NOT THE END OF THE STORY
2010

94. AGENDA
1) Henkel in brief
2) Vernel Crystals Case History
3) Discussion

95. Thank you
for your
attention!