Arrival of the German Giant at Karachi: Case Study of Henkel

Abstract

Henkel, the world-renowned brand for cleaning agents wanted to enter into the Pakistan but was reluctant for a full-fledged conquest. It wanted the premier brand to get the wheels rolling for complete marketing strategy. Nevertheless, it is a big question that market has many premium brands available catering the consumer needs and are being marketed rigorously and the Principal Company is not ready to invest in promotion. Companies employ various rigorous methods as well as build relationships to sell products. Therefore, the achievement of goals does not come solely from their own efforts but, especially in the FMCG sector, a huge extent of reliance must be made on the partners and ancillary entities that help spread the products and intermediate the companies with the customers and end users. This study explored if the Principal Company would be able to take part in the race without active marketing with a high competition. The f indings of the study suggest that the Principal Company needs to explore the insights of market trends particularly the existing forces and dynamics that define customers’ behaviour and the elements can be used to push products in markets.