New product development : how to introduce a new product in highly competitive markets : “SONASOL MADEIRAS case study”
Autor(a) principal: | |
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Data de Publicação: | 2013 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/13440 |
Resumo: | Like several other companies in the majority of fast moving consumer goods markets, Henkel is facing stronger competition in the household products industry. Nowadays, competition is becoming so intense that companies have to pursue new forms of growth. This dissertation aims to demonstrate why companies operating in highly competitive markets should invest in innovation to improve their market position and continue growing. The main objective of this dissertation is to demonstrate how companies should develop and introduce innovative products in those markets. Sonasol is Henkel’s brand for the Portuguese home care market. It is a 62 year old brand that is well-known for its quality, traditional and reliable products. In 2008, Henkel decided to give Sonasol a new innovative image by creating a premium range of products. The new products’ success made Henkel extend the new range to several segments of the home care market, such as wood-based floors. Although the wood segment was a small part of the market, they saw growth opportunities. In 2012, Henkel launched Sonasol Madeiras, a general surface cleaner specially developed for wood-based floors. Sonasol Madeiras revolutionized the wood segment, providing a superior cleaning performance and a faster drying than the competition. Its innovative features allowed Sonasol Madeiras to exceed all the objectives for the first year, such as sales volume, market share and weighted distribution. This work studies the development and launch processes of Sonasol Madeiras, reviewing the key stages that made it a successful product. |
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New product development : how to introduce a new product in highly competitive markets : “SONASOL MADEIRAS case study”Domínio/Área Científica::Ciências Sociais::Economia e GestãoLike several other companies in the majority of fast moving consumer goods markets, Henkel is facing stronger competition in the household products industry. Nowadays, competition is becoming so intense that companies have to pursue new forms of growth. This dissertation aims to demonstrate why companies operating in highly competitive markets should invest in innovation to improve their market position and continue growing. The main objective of this dissertation is to demonstrate how companies should develop and introduce innovative products in those markets. Sonasol is Henkel’s brand for the Portuguese home care market. It is a 62 year old brand that is well-known for its quality, traditional and reliable products. In 2008, Henkel decided to give Sonasol a new innovative image by creating a premium range of products. The new products’ success made Henkel extend the new range to several segments of the home care market, such as wood-based floors. Although the wood segment was a small part of the market, they saw growth opportunities. In 2012, Henkel launched Sonasol Madeiras, a general surface cleaner specially developed for wood-based floors. Sonasol Madeiras revolutionized the wood segment, providing a superior cleaning performance and a faster drying than the competition. Its innovative features allowed Sonasol Madeiras to exceed all the objectives for the first year, such as sales volume, market share and weighted distribution. This work studies the development and launch processes of Sonasol Madeiras, reviewing the key stages that made it a successful product.Tal como muitas outras empresas na maioria dos mercados de produtos de grande consumo, a Henkel tem sido confrotada com uma concorrência mais forte no mercado de produtos para o lar. Actualmente, a concorrência tem-se tornado tão intensa que as empresas têm que procurar novas formas de crescimento. Esta dissertação pretende demonstrar a razão pela qual empresas inseridas em mercados altamente concorrenciais devem investir em inovação de modo a continuarem a crescer e melhorar as suas posições no mercado. O principal objectivo desta dissertação é demonstrar de que modo estas empresas devem desenvolver e introduzir produtos inovadores nesse tipo de mercados. Sonasol é a marca portuguesa da Henkel para o mercado de produtos de cuidado do lar. Com 62 anos é uma marca muito conhecida pela qualidade, tradição e confiança dos seus produtos. Em 2008, a Henkel decidiu criar uma nova gama de produtos premium de maneira a dar uma imagem inovadora à marca Sonasol. O sucesso dos novos produtos fez com que a Henkel estendesse a nova gama de produtos a outros segmentos do mercado de cuidado do lar, como o segmento de pavimentos de madeira. Embora o segmento dos pavimentos de madeira fosse uma pequena parte do mercado, a Henkel viu aí oportunidades de crescimento. Em 2012, a Henkel lançou o Sonasol Madeiras, um detergente de limpeza de pavimentos especialmente desenvolvido para superfícies de madeira. O Sonasol Madeiras revolucionou o segmento de limpeza de pavimentos de madeira, oferecendo uma qualidade de limpeza superior e uma secagem mais rápida que os concorrentes. As suas características inovadoras permitiram que o Sonasol Madeiras excede-se todos os objectivos de mercado estabelecidos para o primeiro ano, tais como volume de vendas, quota de mercado e o peso/proporção na distribuição. Este trabalho estuda os processos de desenvolvimento e lançamento do Sonasol Madeiras, revendo as suas principais fases que fizeram com que o produto fosse um sucesso.Celeste, PedroVeritati - Repositório Institucional da Universidade Católica PortuguesaFreire, Miguel Parente Pereira2013-12-13T16:26:25Z2013-11-0820132013-11-08T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/13440TID:201092778enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-10-03T01:38:21Zoai:repositorio.ucp.pt:10400.14/13440Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:10:42.380767Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
New product development : how to introduce a new product in highly competitive markets : “SONASOL MADEIRAS case study” |
title |
New product development : how to introduce a new product in highly competitive markets : “SONASOL MADEIRAS case study” |
spellingShingle |
New product development : how to introduce a new product in highly competitive markets : “SONASOL MADEIRAS case study” Freire, Miguel Parente Pereira Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
New product development : how to introduce a new product in highly competitive markets : “SONASOL MADEIRAS case study” |
title_full |
New product development : how to introduce a new product in highly competitive markets : “SONASOL MADEIRAS case study” |
title_fullStr |
New product development : how to introduce a new product in highly competitive markets : “SONASOL MADEIRAS case study” |
title_full_unstemmed |
New product development : how to introduce a new product in highly competitive markets : “SONASOL MADEIRAS case study” |
title_sort |
New product development : how to introduce a new product in highly competitive markets : “SONASOL MADEIRAS case study” |
author |
Freire, Miguel Parente Pereira |
author_facet |
Freire, Miguel Parente Pereira |
author_role |
author |
dc.contributor.none.fl_str_mv |
Celeste, Pedro Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Freire, Miguel Parente Pereira |
dc.subject.por.fl_str_mv |
Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
Like several other companies in the majority of fast moving consumer goods markets, Henkel is facing stronger competition in the household products industry. Nowadays, competition is becoming so intense that companies have to pursue new forms of growth. This dissertation aims to demonstrate why companies operating in highly competitive markets should invest in innovation to improve their market position and continue growing. The main objective of this dissertation is to demonstrate how companies should develop and introduce innovative products in those markets. Sonasol is Henkel’s brand for the Portuguese home care market. It is a 62 year old brand that is well-known for its quality, traditional and reliable products. In 2008, Henkel decided to give Sonasol a new innovative image by creating a premium range of products. The new products’ success made Henkel extend the new range to several segments of the home care market, such as wood-based floors. Although the wood segment was a small part of the market, they saw growth opportunities. In 2012, Henkel launched Sonasol Madeiras, a general surface cleaner specially developed for wood-based floors. Sonasol Madeiras revolutionized the wood segment, providing a superior cleaning performance and a faster drying than the competition. Its innovative features allowed Sonasol Madeiras to exceed all the objectives for the first year, such as sales volume, market share and weighted distribution. This work studies the development and launch processes of Sonasol Madeiras, reviewing the key stages that made it a successful product. |
publishDate |
2013 |
dc.date.none.fl_str_mv |
2013-12-13T16:26:25Z 2013-11-08 2013 2013-11-08T00:00:00Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10400.14/13440 TID:201092778 |
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http://hdl.handle.net/10400.14/13440 |
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TID:201092778 |
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eng |
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eng |
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info:eu-repo/semantics/openAccess |
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openAccess |
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application/pdf |
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reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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