1. How would you define and measure customer value to Henkel? Should it define value on the individual level or on the segment level?
2. What is the look and feel of strategic CRM in the FMCG environment?
3. Is there a necessity for manufacturers to partner up with retailers in order to device an effective CRM strategy?

Minicase 3.1 CRM in the Fast-Moving-Consumer-Goods Industry Henkel is a globally operating group of companies, offer- ing a wide range of consumer goods extending from detergents, household cleaners, cosmetics, toiletries and adhesives. In Europe, Henkel has held a leading posi- tion for decades in the detergents and household clean- ers market with brands such as Persil, Dixan, Vernel and Weier Riese. In the US it is represented with the Dial brand. In the hypercompetitive European retail markets, many of the large manufacturers such as Henkel, P&G, and Unilever have focused on improving and managing supply chain efficiency. Part of this ongoing activity is the concept of category management, where manufacturers and retailers collab- orate to improve the profitability of the category at the store level. However, as an increasing number of firms are mastering the category management process, manu- facturers like Henkel are looking how they can differen- tiate themselves further. This is where many of them have started to experiment with customer relationship management practices. The environment in which these companies operate is characterized by branded products, low absolute margins on a per product basis, and lack of