Analysis Of The Marketing Strategy Of Henkel Daily-use Products Service Co., Ltd.

German Henkel was established in 1867, and it was one of the top 500 enterprises in the world. Depending on its capital, strong researching-developing ability and scientific management, Henkel already had 250 companies in over 60 countries and more than 40000 employees worldwide. Since the year 1992 that Henkel entered China, it established 4 cosmetics companies successfully through holding and annexing methods. In those companies, the Shanghai Henkel Co. Ltd, which was established in 1998, are responsible for the other 3companies' sale and market extend. Though Henkel's developing strategies of localization accords with China's present economic form, but its dramatic expansion causes the problem of insufficient funds and suffered the loss year after year. The purpose of this paper is to decide how to help Shanghai Henkel to extricate oneself from this difficult.Firstly, we confirmed the four aspects in marketing activities of Henkel through the general situation and current situation of marketing of Shanghai Henkel. They are company's strategy; marketing tactics; marketing personnel training and management and fund input. And we also pointed out that if Henkel Company couldn't adjust the marketing strategy and tactics in China rapidly, it would face the existence crisis in China.Secondly, we investigated the data of supplying; selling and other researches of Shanghai Henkel, using academic analysis; contrasting analysis and statistical analysis, etc. We also analyzed Henkel's marketing tactics, including market orientation; market; sellers and international domestic competitive brands. Then we confirmed the advantages and disadvantages of Henkel in competition and drew lessons in the marketing tactics of the domestic from other international relevant brands. Ensured the strategy that Henkel exploiting the East China firstly, and then to South and Northeast, trying to make the brands of Henkel become the top of domestic cosmetics after 10 years.Finally, several practical methods were pointed out according to the problems above. First of all, Henkel should adjust the existing institutional framework of marketing and recombine the group, setting up advertisement plan department specially, which are responsible for making and promoting plans; launching the activities, such as products polarization. Secondly, focus on the area that is very basilic, saving expenses to propagate and popularize new products. Thirdly, orient the current products over again.Finally, try to train or introduce some marketing managerial talents of the high level, through the methods of establishing the suitable incentive mechanism, offering them sufficient space to develop. Then make those managerial talents activities help Henkel to advance quickly in cosmetic marketing.