What is the difference between a German consumer and an American?
Over the last few years we have been seeing a process of growing segmentation between customers in the value-for-money segment and customers who are increasingly attracted by premium products. A few years ago, therefore, we began to differentiate our products in order to respond to this widening range of consumer requirements. Quality is not governed by what is possible technically, chemically or in terms of production technology. Rather, quality is defined by what the customer wants. Hence our quality promise is always aligned to the specific consumer segment concerned. Cost differentiation is a significant factor in both segments, so I do not see any fundamental difference between the consumer attitudes that prevail. Any difference I do see lies in the various types of retail outlet. But here in Europe too, there is a clear trend toward larger units. Today the eyes of the world are cast toward China. You know the country very well, and even speak a little Mandarin. What are Henkel’s
