یورو مانیتور
گزارش تحلیلی شرکت هنکل پاکوش- 2015
HENKEL PAKVASH PJSC
STRATEGIC DIRECTION
STRATEGIC DIRECTION
Henkel Pakvash is expected to face strengthening competition in laundry detergents in the forecast period, with this being its main product area in home care. However, the company will continue to benefit from a strong reputation for quality, cleaning and effectiveness. The company's performance in the forecast period is likely to be impacted by economic trends, however, with disposable income levels set to decline in real terms. This could result in many consumers opting for lower-priced alternatives in order to save money or could result in Henkel Pakvash increasing its use of price promotions and discounts in order to maintain share.
COMPANY BACKGROUND
PRODUCTION
KEY FACTS
COMPANY BACKGROUND
- Henkel Pakvash is a subsidiary of Henkel AG & Co KGaA and was created when Henkel acquired Iranian laundry detergents player Pakvash Co in 2002. Pakvash Co was meanwhile founded in 1975. The company is listed on the Tehran Stock Exchange.
- The company's sole focus is home care, with its core business areas being laundry detergents and hand dishwashing.
- The company's distribution network targets the areas offering the greatest sales potential. The company thus focuses distribution on major cities, with large affluent population. A large share of the company's sales are thus derived from Tehran, while its products are also widely available in several other major cities, such as Mashhad, Isfahan and Shiraz. The company however began to expand distribution in smaller cities towards the end of the review period.
PRODUCTION
- Henkel Pakvash produces its products domestically in Saveh Markazi province, while using German equipment for production. Raw materials are meanwhile imported from countries including the United Arab Emirates, Spain, Turkey and India.
- Iran accounts for the bulk of the company's sales, accounting for around 80% of production at the end of the review period. However, the company also exports products, focusing mainly on exports of hand dishwashing to Iraq and Afghanistan...
