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Robijn vs. Lenor Megabrand: what can Lenor learn from their competitor Robijn to scale up their megabrand strategy in Europe?
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Resumo(s)
In 2011, Procter & Gamble launched their first Megabrand strategy through the extension of their
softeners’ line Lenor to detergents, reaching market shares in Europe below company’s
expectations. This work focuses on finding solutions to improve the Megabrand by close
examination of the strategy followed in the Netherlands by their main competitor and market leader
Robijn from Unilever, relying on managers’ interviews, stores observations, and internal secondary
data. Based on the results, some steps should be followed: 1. Improve Lenor packaging, 2. Support
it with a consistent communication, 3. Change stores’ shelving, and 4. Extend the line-up with
premium variants.
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Megabrand Strategy Brand extension Competition