SC Johnson Wax, the household cleaning giant, is restructuring its European operations to give individual countries responsibility over different product categories in a move to “achieve growth targets”.
Johnson markets brands such as Mr Muscle cleaners, Glade air freshener and Pledge furniture polish. Under the new structure, each product category will be handled by the head office of a given country. As an example, the UK will handle the cleaners category. Previously, the head office in each country was responsible for marketing the whole portfolio of products in that market.
UK marketing director Chris Librie says the move will allow SC Johnson Wax to “achieve growth targets, help us to have major, successful and timely new products, to create stronger brand equities, and to have a clear, consistent understanding of consumer needs”.
It is thought the move is a response to encroachments of retailers’ own-label products in its core markets, and the need to strengthen Johnson’s main brands. Rival companies, such as Reckitt & Colman, already operate a “category” approach to marketing brands.