Henkel is facing a fragile market context and a tense performance in certain categories. The brand must clarify its trajectory, realign its fundamentals and identify new growth drivers capable of supporting the turnaround.
The challenge is to get out of a defensive logic, to reconnect the offer to real uses and to project a clear and shared vision of future growth.
Strategic diagnosis based on internal and external interviews, analysis of the offer, brands, commercial performance and logistical challenges. Field exploration and consumer meetings to confront the strategy with real uses and representations, complemented by an online platform to enrich field reading.
Crossing learning from the benchmark, internal data and consumer insights to identify credible development paths. Re challenge the fundamentals of the brand and construction of growth scenarios.
Selection and formalization of two to three structuring ideas, prepared to be presented to headquarters in order to inform strategic decisions and support the transformation dynamic.
A clarified strategic direction, prioritized growth drivers and formalized ideas to engage in the turnaround and project Henkel into a more legible and more robust growth dynamic.
A journey of creative exploration centered on consumers to imagine the brand's future plant-based offerings and reveal five concepts with high potential.
An immersive Uses and Attitudes study to understand local food practices and transform insights into concrete ways of innovation.
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A collaborative and creative approach to nourish the Bel Foodservice strategy and open up new areas of growth.
