Entering the middle east market with specific 3 products was a brave and smart approach by
Henkel, and the Henkel’s focus on generating insights to understand market trends and the use
of ‘Glocal’ marketing strategy to adapt to local needs became the reason for its success in the
middle east region. Through its marketing intelligence, Henkel analyzed the need for the
detergents which doesn’t affect the quality of the fabric and therefore, capitalized on this
opportunity by introducing three products Persil Abaya Shampoo for women, and Persil White
liquid detergent and Persil Starch Spray for men in the middle east market. Persil revolutionized
the middle eastern market through sophisticated segmentation and targeting, with each
product offering a unique value proposition to a distinct segment of customers. Henkel’s
approach of entering the middle east market with three products was a good strategy because
it was based on the thorough analysis of the market,