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Henkel Ibérica: The Relaunching of Conejo Vajillas

Carrasco, M. ; Farrero, E. ; Nueno, José Luis

Reference: M-908-E
Year: 1986
Geographic Setting: España
Publication Date: Jan 1, 1993
Source: IESE (España)
Type of Document: Case

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Description

In October 1985, S.A. Casamitjana Mensa (leader on the Spanish bleach market) was acquired by the Henkel Ibérica, S.A. Group (one of the biggest manufacturers of chemical products, adhesives, hygiene products, cosmetics, etc.). The takeover caused the new company problems managing marketing and sales. The problem was integrating Casamitjana's brands, sales force, distribution management and manufacturing operations into Henkel's company structure, in a competitive environment where all big companies in the sector were racing to buy companies that would consolidate their position on the Spanish market.

Keywords

Distribution Marketing Sales & Marketing