Analysis of new-product launch on the dishwashing liquid market

Abstract

Every company that wants to preserve its market share has only to resort to innovation and creativity. However the modernity of an offer is not the only way out, it is the concept that this offer brings and the value that it delivers for consumers. It is from this perspective, that Henkel Algeria builds its strategy on improving diversity; focusing on innovations, and developing products based on consumers' insights. The aim of this research is to track the launch of a mass market product in the premium segment, in order to detect the difficulties encountered during its commercialization. In the theoretical part, we have treated the theoretical foundations concerning the launch of a new-product. In the practical part, we have described and examined the process of launching the new-product to understand how the launch of a premium offer was done; furthermore, a survey was conducted by means of a questionnaire administered to a sample of women, in order to analyze their feedbacks towards the launch of this new product. This study is important because it allows us to demonstrate the importance of marketing studies for the resolution of marketing challenges that face companies in Algeria.