Henkel BREF is leading the category of toilet care in Korea with 43% of Market Share. Still, competition is fierce launching NPD in the WC rimblock segment where BREF is the dominant player. To take the lead in innovation, BREF KOREA decides to differentiate products vs parallel goods on their range.
– Create variants of BREF with essential oils in order to obtain differential status by highlighting:
– The essential oil (Premiumness)
– Authentic Mark
– Make the variants stand out within BREF international design grid.
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