Safed_Global Trends_Marketing Presentation
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Transcript of Safed_Global Trends_Marketing Presentation
Detergent Market Trends - Worldwide, Asia & India Julie Malbaek, Regional Marketing Manager, Asia Pacific
BASIC LAYOUT
Use: This is the basic slide with no extra Novozymes graphics added. Edit Layout: Click Layout in the top menu Home. And choose between +30 different layouts. Edit Header and footer: In the top left corner you find Slide no., Date and Header. Change settings in the menu: > Insert > Header and Footer
guide
AGENDA & TOPICS
1 C O N S U M E R & I N D U S T R Y T R E N D S 2 I N D I A
D E T E R G E N T S H E L V E S 3 H O W T O G R O W ?
W I N N I N G C A S E S T O R I E S
P R I O R I T I E S & D Y N A M I C S
I N S P I R A T I O N & I D E A S
F O C U S & D E V E L O P M E N T
BASIC LAYOUT
Use: This is the basic slide with no extra Novozymes graphics added. Edit Layout: Click Layout in the top menu Home. And choose between +30 different layouts. Edit Header and footer: In the top left corner you find Slide no., Date and Header. Change settings in the menu: > Insert > Header and Footer
guide
TREND 1: CONSUMERS WANT MULTI-BENEFITS
MULTI-CLAIMS & VALUE PROPOSITIONS - ENZYMES ARE KEY!
BASIC LAYOUT
Use: This is the basic slide with no extra Novozymes graphics added. Edit Layout: Click Layout in the top menu Home. And choose between +30 different layouts. Edit Header and footer: In the top left corner you find Slide no., Date and Header. Change settings in the menu: > Insert > Header and Footer
guide
TREND 2: CONSUMERS WANT EASY & EFFICIENT
EASY & POWERFUL WASH - ENZYMES ARE RELEVANT!
• Lower temperature
• Short wash cycles (MW)
• Less soaking time (HW)
• Less scrubbing & brushing (HW)
• Efficient ingredient
Ingredients
Mechanics
Temperature
Time
BASIC LAYOUT
Use: This is the basic slide with no extra Novozymes graphics added. Edit Layout: Click Layout in the top menu Home. And choose between +30 different layouts. Edit Header and footer: In the top left corner you find Slide no., Date and Header. Change settings in the menu: > Insert > Header and Footer
guide
TREND 3: CONSUMERS WANT HYGIENE & ANTI-MALODOUR
DEEP CLEAN, ANTI-MALODOUR & HYGIENE - ENZYMES CAN HELP!
TREND 4: CONSUMERS WANT TO BE WHITE & BRIGHT
NATURAL WHITE & ANTI GREYING – ENZYMES CAN HELP!
BASIC LAYOUT
Use: This is the basic slide with no extra Novozymes graphics added. Edit Layout: Click Layout in the top menu Home. And choose between +30 different layouts. Edit Header and footer: In the top left corner you find Slide no., Date and Header. Change settings in the menu: > Insert > Header and Footer
guide 8
TREND 5: CONSUMERS WANT TO BE COLORFUL & NEW LOOKING
LONG LASTING & RENEWING CLOTHS – ENZYMES CAN HELP!
CONTENT HOLDER 2
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guide
WOOLITE - THAILAND
TREND 6: CONSUMERS WANT TARGETED & BOOSTING PRODUCTS
BOOSTING PRODUCT DEVELOPMENT - ENZYMES CAN HELP!
CONTENT HOLDER 2
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TREND 1: CONSUMERS TRUST ENZYMES FOR PERFORMANCE
ABA VIETNAM SO KLIN INDONESIA
DAIA MY/IN
TARGETED PERFORMANCE, TARGETED TECHNOLOGY!
CLEAN AUSTRALIA
CONTENT HOLDER 2
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TREND 2: CONSUMERS WANT TO BE EDUCATED
FABRIC CARE: Tide Total Care gently “exfoliates” clothes to help prevent the build up of pills and fuzz. Its Protective Fibre Complex conditions fabrics to help keep fibres from breaking ….
FIGHTS STAINS: Tide Total Care contains powerful enzyme technology that provides the outstanding stain fighting power expected from Tide”. After 1 wash
SO KLIN INDONESIA
LINKING INGREDIENT ‘MODE OF ACTION’ TO BENEFIT- ENZYMES OF INTEREST!
PERSIL KOREA
TREND 3: CONSUMERS WANT HIGH-TECH QUALITY ASSURANCE
SPECIALIZATION, INNOVATION & QUALITY SEALING - ENZYMES ARE RELEVANT!
BASIC LAYOUT
Use: This is the basic slide with no extra Novozymes graphics added. Edit Layout: Click Layout in the top menu Home. And choose between +30 different layouts. Edit Header and footer: In the top left corner you find Slide no., Date and Header. Change settings in the menu: > Insert > Header and Footer
guide
TREND 4: CONSUMERS WANT MORE FOR LESS ASSURANCE
VALUE FOR MONEY IN A CONVENIENT WAY - ENZYMES CAN HELP!
TREND 1: CONSUMERS WANT HEALTHY, NATURAL & SAFE
SAFE & NATURAL CLEANING – ENZYMES CAN HELP!
No Perfume, No Optical brighteners, No colors
BASIC LAYOUT
Use: This is the basic slide with no extra Novozymes graphics added. Edit Layout: Click Layout in the top menu Home. And choose between +30 different layouts. Edit Header and footer: In the top left corner you find Slide no., Date and Header. Change settings in the menu: > Insert > Header and Footer
guide
TREND 3: CONSUMERS WANT TO BE SMART
SMARTER & EASIER WASH - ENZYMES ARE RELEVANT!
CONTENT HOLDER 2
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TREND 4: CONSUMERS WANT NEW FORMATS & PACKAGING
ADVANCED PRODUCT & FORMAT DEVELOPMENT - ENZYMES CAN HELP!
CONTENT HOLDER 2
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guide
WHEEL FOCUS: SMELL AND FRESHNESS
Source: Company websites; TV commercials
Very limited focus is given to technical attributes such as whiteness and stain removal
“Hi and Bye” Salman Khan, Prachi Desai (2010) http://youtu.be/3__Jos8oTYg
“Wheel Bar Daisy Bopanna (2012) http://youtu.be/G2OrG21N6A4
“Hi and Bye” Salman Khan, Prachi Desai (2010) http://youtu.be/3__Jos8oTYg
“Wheel Blue Bar” Amir Ali, Nauheed (2011) http://youtu.be/BngkpmPSBFo
“Wheel Jasmine” Salman Khan, Pooja Gaur (2011) http://youtu.be/rrQ19a2S1Ug
“Wheel Jasmine” Salman Khan, Pooja Gaur (2011) http://youtu.be/rrQ19a2S1Ug
“Wheel Blue Bar” Amir Ali, Nauheed (2011) http://youtu.be/BngkpmPSBFo
“Wheel Basketball Yellow Fighter” (2010) http://youtu.be/FkT8A2jdb0Q
Smell and freshness is the overriding message in Wheel commercials
Smell
CONTENT HOLDER 2
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RIN FOCUS: WHITENESS AND YELLOW-FIGHTERS
Source: Company websites; TV commercials
General whiteness (yellow fighting) is the key Rin claim All commercials mention “yellow fighters” ingredients, but only 1 stain removal (“crystals”)
“Rin Shock” (2009) http://youtu.be/rW6_UverxZM
“Rin vs. Tide” (2010) http://youtu.be/HAEb2UmA_w8
“Rin Yellow Fighters” (2010) http://youtu.be/2xIW3Vd_mYs
“What’s the proof?” (2009) http://youtu.be/yBX03jjm7Ac
“Ambitions and whiteness” (2011) http://youtu.be/XTJUuysks_E
“Rin Shock” (2009) http://youtu.be/rW6_UverxZM
“Rin Bar Yellow Fighters” (2011) http://youtu.be/f9OXUmM6SOY
Whitening
Attacks the “benchmark
problem”
CONTENT HOLDER 2
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guide
SURF EXCEL FOCUS: STAIN, SOIL & DIRT REMOVAL
Source: Company websites; TV commercials
Very little is done to communicate special ingredients – Easy Wash is plain, and Quickwash has one
“Cricket: A lesson of love” (2012) http://youtu.be/l7VyizsCss0
“Dog” (2009) http://youtu.be/tNE3l2LPiEY
“Surf Easy Wash: Power of Ten Hands” (2013) http://youtu.be/E2C1Imr4dNw
“Puddle war” (2012) http://youtu.be/6o6JJIkamVY
“Scare crow” (2012) http://youtu.be/BTGgqzTWsSU
“Autograph please” (2011) http://youtu.be/ZlV3GNE-fZk
Generic stain removal (soil and dirt) is the one and only message in the “Daag Ache Hain” campaign (“Dirt is Good”) and does not mention whiteness (keeping white white)
Special ingredient
Stain removal
Surf Excel Blue change to Surf Excel Easy Wash in
May 2013
CONTENT HOLDER 2
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guide
TIDE FOCUS: SWEEPING WHITENESS
Source: Company websites; TV commercials
Tide has given some attention to stain removal and cuffs and collars, but not much
“The Tailor Master” (2012) http://youtu.be/QfXlRgFIK6Q
“Mumbai washing: Dhobi Ghat” (2012) http://youtu.be/mbnbsGDE-Aw
“Tide Naturals: Majboor” (2012) http://youtu.be/y7LZK8-s9Ks
“Amma” (2011) http://youtu.be/dv-H7yalXyA
“Funky Guy” (2011) http://youtu.be/dYFVSGz_nyQ
As with HUL’s pendant Rin, Tide is primarily a whiteness brand, and uses the “white sweep” in commercials to stress this feature
“Mumbai washing: Dhobi Ghat” (2012) http://youtu.be/mbnbsGDE-Aw
“Biwi” (2009) http://youtu.be/RWALQ-EmRig
“Collar” (2011) http://youtu.be/EUiN0npuyyc
Whitening
Smell
CONTENT HOLDER 2
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guide
ARIEL FOCUS: STAIN REMOVAL & EDUCATION
Source: Company websites; TV commercials
Ariel is the brand that does the most in promoting specialities
“Ariel Complete” (2012) http://youtu.be/TpYMg2HVyKo
“Ariel Antibac” (2012) http://youtu.be/VsA6oInjJL4
“Ariel Oxyblu” Zaheer Khan (2010) http://youtu.be/9-SS-VVGuTs
“Ariel Big Ball” (2012) http://youtu.be/ZUyJR29YN7c
“Ariel popstar” (2012) http://youtu.be/aJbj3chYeLw
As with HUL’s premium brand, Surf Excel, Ariel is primarily a generic “stain removal” brand
“Ariel Research Center” (2010) http://youtu.be/8qEttyGywIU
“Ariel Colour-Lock Technology” (2013) http://youtu.be/bnC6grhgvXw
“Ariel popstar” (2012) http://youtu.be/aJbj3chYeLw
“Shine new!”
Special ingredients on back
CONTENT HOLDER 2
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GHARI FOCUS: GENERAL CLEANING & SCIENTIFIC PROOF
Source: Company websites; TV commercials
Ghari does not claim specialty ingredients, but shows a scientific setting in almost all commercials
Ghari claims general whiteness, but is not specific on technicalities
“Ghari Detergent” (2013) http://youtu.be/f4b63QRY-Os
“Ghari Detergent” (2008) http://youtu.be/KlvlVOLL2x8
“Ghari Detergent” (2011) http://youtu.be/BTBcLA_diNI
Commercials carry references to the physical aspects wanted in detergents: foam and mildness
“Ghari Detergent” (2013) http://youtu.be/f4b63QRY-Os
“Ghari Detergent” (2011) http://youtu.be/BTBcLA_diNI
“Ghari Detergent” (2011) http://youtu.be/BTBcLA_diNI
“Ghari Detergent Cake” (2012) http://youtu.be/7UoQ-fj8g_s
“First try then trust”
“New and improved formula!”
CONTENT HOLDER 2
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NIRMA FOCUS: LADIES POWER & GIRLY APPEAL
Source: Company websites; TV commercials
Some commercials make no product references whatsoever, but rely on the old “Nirma song”
Nirma claims stain removal of dirt
Packaging is very simple and has no claims (it simply states that it is washing powder)
“Ambulance” Shijpa Anand, Sweta Salve (2011) http://youtu.be/M5Pu_5VFOy8
“The Nirma spell” Sanjeeda Shaikh (2010) http://youtu.be/8Aw0j1i1XSE
“Underwater” (2009) http://youtu.be/aaUMePqzNgA
Simply states “washing powder”
“Blue Detergent Cake Telegu” (2010) http://youtu.be/oQptydlHURA
CONTENT HOLDER 2
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FENA FOCUS: BRIGHTENING WITH SPECIAL INGREDIENTS
Source: Company websites; TV commercials
Fena primarily claims brightening (whiteness), always mentionign its special ingredients (enzymes, brighteners, hi-action l.a.b.s.)
Packaging displays many claims on stain removal (enzymes), whitening (brighteners) and smell
“Sunglass Women” (2013) http://youtu.be/WMpd4vxNueg
Improved formula claim
Stain removal (Special ingredient)
Whitening (special ingredient)
Smell
“Blind man” (2010) http://youtu.be/c1RXq_t9kaE
“Blind man” (2010) http://youtu.be/c1RXq_t9kaE
“Fena Detergent in kitchen” (2011) http://youtu.be/ODlMBsNc1QQ
“With enzymes and brighteners!”
CONTENT HOLDER 2
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MR. WHITE FOCUS: GENERIC WHITENESS AND SMELL
Source: Company websites; TV commercials
The primary claim is whiteness Newer commercials focus on smell/freshness, visible on packaging also claiming “whitening boosters” special ingredient and “long lasting whiteness”
“Mr. White Bar” (2010) http://youtu.be/FmnzwI1SpTE
“Wauv…” (2007) http://youtu.be/uOT2vyd089s
“Mr. White smells so good” (2011) http://youtu.be/eOL3cs4DJQ0
Improved formula claim with “whiteness
boosters”
Smell and freshness
Keeping white white
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UJALA FOCUS: STAIN REMOVAL WITH ENZYMES
Source: Company websites; TV commercials
Techno Bright has been launched as a stain remover to compete with Surf and Ariel
Both commercials and packaging explicitly informs of nano enzyme” special ingredients and its “stain out” abilities
“Cricket” Sachin Tendulkar (2010) http://youtu.be/prt8dcVWpv8
“Cricket” Sachin Tendulkar (2010) http://youtu.be/prt8dcVWpv8
“Cricket” Sachin Tendulkar (2010) http://youtu.be/prt8dcVWpv8
Enzymes special
ingredient
“Stain out!”
“Stains are not good. Live spotless!” counter to Surf Excel campaign
CONTENT HOLDER 2
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TRENDS ACROSS TIERS IN INDIA: CLEAN & FRAGRANT, WHITE & BRIGHT, STAIN REMOVAL
Source: NZ analysis; TV commercials: Packaging; Company websites
CLEAN & FRAGRANT
Pop-tier brands promote physicals
(primarily smell and freshness)
Wheel: “Hi and Bye” Salman Khan, P. Desai (2010) http://youtu.be/3__Jos8oTYg
Ghari: “Ghari Detergent Cake” (2012) http://youtu.be/7UoQ-fj8g_s
Tide: “Mumbai washing: Dhobi Ghat” (2012) http://youtu.be/mbnbsGDE-Aw
Rin: “Ambitions and whiteness” (2011) http://youtu.be/XTJUuysks_E
WHITE & BRIGHT
Mid-tier brands promote whiteness,
anti-grey and yellowing
SUPER STAIN REMOVAL
High-tier brands promote superior and
broad stain removal
Surf Excel: “Puddle war” (2012) http://youtu.be/6o6JJIkamVY
Henko: “Woman in air balloon” (2012) http://youtu.be/JJGUAY9yeRc
Ariel: “Ariel Big Ball” (2012) http://youtu.be/ZUyJR29YN7c
CONTENT HOLDER 2
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guide
CLAIMING TREND IN INDIA: REPACKING WITH NEW CLAIMS INTRODUCTION
Smell
Mild to hands
Foaming
Colored crystals
Sweat (cuffs and collars sebum)
Whiteness
Colorful colors
Scientific (formulation/ special ingredient)
Rin
Surf
Excel
Ariel
Tid
e
Ghari
Nirm
a
Safe
d D
P
Henko
Fena
Mr.
White
Uja
la D
P
Super
Kw
ik
Stain removal
TECH. CLAIM
PHYSICAL CLAIM
65%
59%
18%
18%
82%
35%
12%
18%
12%
Wheel
BRAND
MANUFACTURER HUL P&G RSPL Nirma Safed Fena Jyothy
Enzymes (mentioned) 12%
T.
Bright
To
tal (1
7)
Super
Nirm
a
Safe
d C
Chek
CONTENT HOLDER 2
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INDIA TODAY: FIERCE COMPETITION FROM THE MULTI-NATIONALS
FOCUS ON COMMUNICATING QUALITY TO CONSUMERS & DISTRIBUTERS
Tide sachet packages (12 g at INR 1/unit)
• Convenience: Easy to carry home when travelling by motor bikes or busses
• Less household income bound in storage (a “fit-to-constraint” product)
• Allows households to buy quality products normally out of reach
• Easy for the retailer to display
Kirana
..who shop in kiranas and super/hypermarkets have very different setups
Kirana sizes are <1 kg buy-as-required products and retailers 1kg <…
..each having its distinct benefits meeting the needs of its consumer type
73% of laundry care value “look, point, and choose”
STATUS TODAY
• HUL has been dropping
prices & boosted advertisement
• P&G is boosting focus with Rs. 1 Tide sachets in the lowest price point market
• Repacking focus is intensifying to promote new features.
• Competition is getting
more and more tough across tiers
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WINGS INDONESIA: BETTER PRODUCTS & MARKETING INVESTMENT
VALUE SHARE 2012-2013
12 MONTHS ENDING: MAT TO
12.08.12 MAT TO
11.08.13 DELTA
Total Laundry Detergents split % % %
Powder 70.5 69.7 -0.7
Creams 24.4 22.8 -1.6
Liquid 4.7 7.0 2.3
Total Powder Laundry Detergents 70.5 69.7 -0.7
Rinso Powder (UL) 18.3 16.8 -1.5
Daia Powder 0.3
Soklin Powder 0.8
Boom Powder -0.4
Attack Powder (KAO) 7.5 7.0 -0.5
FOCUS ON COMMUNICATING QUALITY TO CONSUMERS & DISTRIBUTERS
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PEERLESS PHILIPPINES: TAKING UP THE FIGHT AGAINST P&G
FOCUS ON KNOWING THE LOCAL MARKET & SERVING IT’S NEEDS!
CONTENT HOLDER 2
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BOLIVAR PERU: BETTER MARKET SHARE & BOTTOM LINE
Optimizing formulation
• Surfactant & builder content reduced by ~25%
• 0.4% multi-enzyme solution introduced
Results
• Cost reduced by 28%
• Wash performance improved according to customer
• Foam level maintained
• New enzyme-related consumer claims introduced
REDUCING FORMULATION COST, INTRODUCING NEW CLAIMS & GROWING VALUE!
Test marketing: More than 90% of the
mothers who tested the product stated that
they would buy it
Retail value of the Bolivar brand grew
by 7% in 2012
CONSUMER FEEDBACK
Source: Euromonitor: Market growth was 4% on average (Fixed exchange rate)
BASIC LAYOUT
Use: This is the basic slide with no extra Novozymes graphics added. Edit Layout: Click Layout in the top menu Home. And choose between +30 different layouts. Edit Header and footer: In the top left corner you find Slide no., Date and Header. Change settings in the menu: > Insert > Header and Footer
guide
0.0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
0.8
0.9
1.0
1.1
No enzymes 1E 2E 3E 4E 5E 6E+
Pakistan
Bulgaria
Serbia
Nigeria
Egypt
Iran
Turkey
Russia
Croatia
Syria
Yemen Uganda
Zambia
Morocco
Sudan
Ukraine
Tanzania
Algeria
S. Africa
Kenya
EMERGING MIDDLE EAST, AFRICA & EASTERN EU: COMPETING ON CLAIMS & PERFORMANCE
Others
Builders
Surfactants Surfactants
Builders
Other
Surfactants
Builders
Other
Before Today
DO
SA
GE
SOAPERS ARE USING MULTI-ENZYMES TO BRAND-BUILD & COST-OPTIMIZE
Middle East, Africa, Eastern EU
Enzymes are being use for:
• Brand building
• Innovation pipeline
• Quality assurance
• Cost optimization
BASIC LAYOUT
Use: This is the basic slide with no extra Novozymes graphics added. Edit Layout: Click Layout in the top menu Home. And choose between +30 different layouts. Edit Header and footer: In the top left corner you find Slide no., Date and Header. Change settings in the menu: > Insert > Header and Footer
guide
WHERE TO PLAY & HOW TO COMMUNICATE? - MARKETING BENEFITS THAT RESONATES WITH NEEDS
CONSUMERS WANT MULTIPLE BENEFITS FROM THEIR DETERGENT!
Image related values
“Detergent that cares”, “Easy & fast”, “smart & modern”, “care for us”
Multi-functional values
“X-in-1”, “solves complex problems”, “hygiene”, “care for clothes” etc.
1
2
CONSUMERS WANT MORE THAN JUST A
DETERGENT
LIFESTYLE
PERFORMANCE
AESTHETICS
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INDUSTRY TREND 1: FOCUS ON NEW CLAIMS IS INTENSIFYING
TRADING UP BETWEEN BASIC, COMPLEX & IMAGE RELATED TECHNOLOGY
Grass
Proteases P
Meat, egg, dairy
D2D dirt, grass, dust
Body soil & sweat
Oil , butter, lard/ghee
Fatty curries/sauces
Body soil & sweat
Lipases L
Fruit/jam stains
Veg. stains/kimchi
Fruit yoghurt
Pectinases P
Shampoo/lotion
Ice-cream
Pre-fab sauces
Mannanases M
Rice & porridge
Corn & starch
Starchy sauces
Amylases A
White & bright colors
Anti-greying fabrics
Pollution/smear
Cellulases C
BASIC COMPLEX IMAGE
OIL, SEBUM & LARD IN INDIA - LIPASES ARE HIGHLY EFFICIENT
Lard soiled yarns Sebum soiled yarns
w/o lipase with lipase
Oil stain: Washed with detergent with lipase
Oil stain: Washed with detergent w/o lipase
Oil stain: Unwashed soiled yarns
FIBER-PENETRATING LIPASE ENZYMES & SURFACE ACTIVE AGENTS WORK TOGETHER
w/o lipase with lipase
ELECTRON MICROSCOPE ANALYSIS OF FIBER CROSS SECTIONS SHOWS CLEAR EFFECTS
WHITENESS FOCUS IN INDIA - CELLULASES ARE HIGHLY EFFICIENT
Δ Y
valu
e v
s. U
nw
ashed
tra
cers
-4
-3
-2
-1
0
1
4 2 6 10 8
0.5% Cellulase
0.05% FWA
0.1% FWA
Control:
no FWA,
no cellulase
Wash cycles
Japanese super-concentrated liquid detergents
SUPERIOR, LONG-LASTING WHITENESS
Cellulases prevent dirt and particulate soils from redepositing onto the fabric and causing a grayish appearance.
SYNERGIES FOR IMPROVED WHITENESS
Cellulases boost the whitening performance of optical brighteners, giving consumers superior results.
White tracer: Cotton knit supplied from JP Oil Chem Soc., Soil ballast: JIS artificial sebum swatch, Super conc. HDL/protease: 0.33g/l, 25°C, 20 min. 3°dH, Terg-O-Tometer: 150 rpm
CELLULASES WORK FOR WHITENESS, ANTI-GRAYING AND ANTI-REDEPOSITION
FABRIC & COLOR CARE FOCUS IN INDIA - CELLULASES ARE HIGHLY EFFICIENT
After 20 washes After 20 washes
REGULAR DETERGENT DETERGENT WITH CELLULASE
Without Carezyme 900 T With 1% Carezyme 900 T
Electron microscope analysis – broken fibers Electron microscope analysis – restored fibers
CELLULASES MAINTAIN AND RESTORE THE LOOK OF GARMENTS
FRUIT AND PROCESSED FOOD IN INDIA - PECTINASES ARE HIGHLY EFFICIENT
• FRUITS: Asia Pacific has experienced a steady increase in total fruit consumption in recent years (today 58% of world consumption)
• FOODS/DRINKS: Asia Pacific has experienced a steady increase in total consumption of processed foods/drinks containing pectin – e.g. drinking yogurts, juices
Detergent + enzyme cocktail excl. pectinase
Detergent + enzyme cocktail incl. pectinase Detergent only
Green banana – real stains
PECTINASES ARE INCREASINGLY RELEVANT DUE TO GROWTH IN FRUIT CONSUMPTION