Ies966 PDF Eng
Ies966 PDF Eng
October 2023
This case was prepared by Professor Joan Jané. This case is a condensed version of the case “Henkel: A Digital Transformation
Journey”, P-1186-E, from Joan Jané and Rafael Ruiz, MBA 2020. October 2023.
IESE cases are designed to promote class discussion rather than to illustrate effective or ineffective management of a given
situation.
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OIT-25-E Henkel: A digital transformation journey (abridged)
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Henkel: A digital transformation journey (abridged) OIT-25-E
By the time Holbach and Weber spoke, Carsten Knobel, chief executive officer (CEO) of Henkel
since 2020, had envisioned a future in which Henkel would lead the 2020s not only in profits but
also with purpose. This vision hinged on three key objectives:
• outgrow the markets through superior customer and consumer value
• differentiate through a positive impact on society and the planet as leaders in sustainability
• enable people to grow with a sense of belonging
To deliver on their aspiration of sustainable growth, the new strategy proposed six focus areas:
a winning portfolio, innovation, digitalization, sustainability, future-ready operations, and a
collaborative, empowered culture (see Exhibit 3). Among these pillars, the digital supply chain
and a future-ready operating model were crucial to improve gross margins and strengthen
Henkel’s brand position in mature and emerging markets.
For Dirk Holbach, the renewed emphasis on digitalization was only a natural continuation of the
efforts made over the past years in the Laundry and Home Care unit. They had developed the so-
called Henkel Data Foundation (see Exhibit 4), a cutting-edge, fifth-generation cloud platform that
allowed them to store and manage millions of data assets from the entire Henkel value chain,
including data coming from enterprise resource planning (ERPs), business intelligence tools,
internet of things (IoT) devices, consumer-facing apps, and other external data. This connected
and data-rich infrastructure was at the core of the division’s numerous initiatives to digitalize
operations and the supply chain. Among the more relevant ones were a global system for factory-
level energy consumption and sustainability control and a platform to globally analyze overall
equipment effectiveness (OEE) to boost filling-line productivity. But also other initiatives as fully
automated warehouses, real-time dispatching and shipment tracking, and diverse tools to sense
real-time demand.
Both Holbach and Weber were proud of all this progress. “Digital transformation isn’t a
buzzword here; it’s our DNA,” commented Holbach. But now, in light of the renewed 2020 vision
and with the rapid advance of technologies such as 5G, AI, and blockchain, it was clear that they
had to go beyond to achieve the desired vision of having a true digitalized supply chain. The
question was what to prioritize first.
1 World Economic Forum. “Industry Leaders Are Driving the Adoption of Advanced Manufacturing Technologies,” last
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OIT-25-E Henkel: A digital transformation journey (abridged)
recent years, a state-of-the-art Laundry and Home Care digital factory in Düsseldorf, Germany, and
the efforts of many colleagues who drove the digital transformation over almost a decade.
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Henkel: A digital transformation journey (abridged) OIT-25-E
played a combined role in the factories, eagerly advancing the company’s digital transformation
and coordinating digital projects. New monthly meetings called “digital SPOCs” were initiated in
which the Digital Transformation team and factories jointly reviewed digital initiatives. By 2020,
the network of SPOCs had grown to over 50.
With the new structure gradually being established, projects continued to be tested and rolled
out. Following the global online OEE systems in 2016, the Digital Transformation group
subsequently introduced formula fingerprinting, using machine learning, and, in 2018, real enzyme
measurement. A standardized machine-to-machine language suite (Pack ML) was also introduced
to fully connect filling lines globally and enable the future introduction of “self-optimization”
routines in those lines. In 2018, the Holthausen facility embarked on a 3D printing pilot for spare
parts in collaboration with the in-house Heidelberg competence center. Considerable savings
(around €200,000) were achieved by 3D printing a set of 20 expensive spare parts locally. Stefan
Kozielski, Plant Director Holthausen, emphasized communication and training, asserting their role
in the success of the plant.
Digitalization was also extended to logistics operations. By 2017, the company had conducted
its first trials of drones and automated guided vehicles (AGVs). While the utility of drones proved
doubtful, AGVs demonstrated effectiveness and were adopted in several facilities. Intense
worker training and adaptation to the new automated procedures was necessary. Furthermore,
it was expected that the effectiveness of AGVs would boom with the use of 5G technology.
In 2018, Henkel also decide to digitalize the entire track-and-trace process of inbound and
outbound deliveries using the external provider FourKites (see Exhibit 8). 2 FourKites provided
real-time tracking and used predictive estimated time of arrival (ETA) to identify trucks’
locations. Possible delays were estimated on the basis of factors such as traffic and weather
conditions, and customers could be contacted by Henkel’s operations teams to mitigate
rejections and returns. FourKites would integrate with Henkel’s transportation management
system (TMS) and SAP platforms. 3 After piloting, the system was rolled out in the US in 2018 and
gradually in countries in Europe, including the Netherlands, Belgium, and Italy by 2019. Francisco
García, head of International Planning and Logistics, emphasized the importance of training and
the necessity of integrating clients directly in the track-and-trace system.
As the projects and connectivity increased, Henkel was obliged to update its data infrastructure
and data analytics capabilities. In 2017, the company started to unify data in a data lake, the
Henkel Data Foundation, which was initially hosted on Cloudera-Knime, a lab server–based
analytics platform, and transitioned to Microsoft Azure cloud in 2019 (see Exhibit 9). All systems
applications, such as SAP, Oracle, and the TMS as well as factory sensors and meters, were
connected to the central repository.
This centralized approach would enhance the development of descriptive and predictive analytics,
with an emphasis on improving forecast accuracy. By mid-2017, Henkel had built team capabilities
and developed reports in the area of supply and demand planning as well as logistics, making use
2 FourKites optimizes global supply chains for industry-leading brands. It combines powerful machine learning with the
world’s largest data network to provide real-time visibility and data-driven insights.
3 A TMS is a logistics platform that uses technology to help businesses plan, execute, and optimize the physical movement
of goods, both incoming and outgoing, ensuring that the shipment is compliant and that proper documentation is available.
This kind of system is often part of a larger supply chain management (SCM) system.
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OIT-25-E Henkel: A digital transformation journey (abridged)
of data visualization and analytics tools such as Tableau and Power BI (see Exhibit 10). 4 Between
2018 and 2020, the platforms handled more than 2,500 users and 20,000 single report access
requests by more than 450 different users per day on a global scale.
By 2019, Henkel had also ventured into predictive maintenance, an initiative that came from the
Dusseldorf plant. With the support of a specialized Dutch start-up, the local engineering team
trained the model for three months using engine data and successfully predicted machine
malfunctions with a 91% accuracy rate. “It was the first time the company moved from
‘visualization and diagnosis’ to predicting demands and prescribing user actions,” commented the
project’s international DT lead.
Simultaneously, Henkel started to experiment with other prescriptive analytics tools in supply
chain management. A “cost to serve” tool, launched in 2019, was instrumental in negotiating
contracts with partners and optimizing partnerships. Tarun Rana, International Digital
Transformation lead, highlighted the tool’s usefulness in negotiations regarding excess distribution
costs with Amazon due to their unique demands.
4 The powerful Tableau, the fastest-growing data visualization tool in the business intelligence industry, simplifies raw data
into a very easily understandable format. Microsoft Power BI is a business intelligence platform that provides nontechnical
business users with tools for aggregating, analysing, visualizing, and sharing data.
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Henkel: A digital transformation journey (abridged) OIT-25-E
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OIT-25-E Henkel: A digital transformation journey (abridged)
30%. “My team has constructed an impressive digital foundation,” Holbach reflected, “but I
wonder how we accelerate the digital transformation even further. We can harness the power
of the fourth industrial revolution lighthouses. Success, however, hinges on managing change,
with the ‘human element’ often being the pacesetter.
With Henkel’s units now benefitting from more available data than ever before, he believed the
key was to empower employees to make quicker, data-informed decisions. A paradigm shift was
in motion: from hierarchical decision-making to moving decision power to where the information
was, at employees’ fingertips.
Thinking ahead, Holbach realized that the company had to focus on attracting digital talent, especially
younger people who were keen on joining highly digital businesses rather than big, traditional
corporations. To change the perception that Henkel was among the latter, the company had to
communicate proactively and share its digital projects with universities and the digital community.
Holbach believed that the company could achieve supply chain competitiveness only through
digital innovation in the end-to-end supply chain. Innovation started with people who could
make digital transformation and technology adoption succeed, and investments in training the
entire workforce were necessary to foster users’ new capabilities. A connected workforce could
emerge only when user-centric new applications were developed. After a few seconds of silence,
Weber asked Holbach again:
Dirk, what are your thoughts about 5G, blockchain, and AI-enabled supply and demand
planning solutions? In those domains, we’ve received proposals from innovative startups and
other, more mature companies that are willing to work with us. We should determine
investment priorities and the type of partners we should work with in these domains.
Holbach was not thinking only of these opportunities but also of everything they might leave
behind along the way. He did not want to miss opportunities in the digital transformation
journey, yet, at the same time, he wanted to ensure digital adoption was increasing in speed
and effectiveness. “We enjoy a high degree of automation and have invested heavily in robotics
over the previous years,” he continued,
but I believe there is still room for improvement toward touchless factories. In spite of
automation, people will always be required in factories, but with a higher value contribution.
The recent COVID-19 crisis enabled the development of new digital automation solutions to
control social distancing inside factories.
He was convinced that more automation opportunities in material handling and production
environments could be developed.
Another priority I have is the expansion of end-to-end modeling of the supply chain—in other
words, developing a digital twin of the supply chain. So far, we have built so many data models,
but now we aim to improve that real-time representation of our supply chain in two aspects: data
density and frequency. Bottom line, a digital twin of the end-to-end supply chain will promote
faster and better decisions, which are required more than ever in the post-COVID scenario.
Concisely, the adoption of new technologies is critical to advance our digital transformation
journey, but I wonder what I can do with new technologies if I am not successful in managing
change in my organization and having my entire workforce prepared. I’m afraid of
overloading my organization with too many changes at the same time; there is a risk that
something breaks down. I strongly believe I must be very selective in my decisions, with a
limited number of initiatives per year. How we explain, deploy, and digest is key.
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Henkel: A digital transformation journey (abridged) OIT-25-E
Exhibit 1
Henkel’s first branded product, the bleaching soda
Exhibit 2
Henkel’s current product portfolio
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OIT-25-E Henkel: A digital transformation journey (abridged)
Exhibit 3
Henkel’s strategic framework
Exhibit 4
IT infrastructure
Business
intelligence sets
Enterprise data
warehouse Unstructured
data processing
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Henkel: A digital transformation journey (abridged) OIT-25-E
Exhibit 5
Best operating practices: sustainability example
ENERGY 5%
# Scope Description Status ABC Due Date One Pager Comment
Exhibit 6
OEE improvement in terms of energy savings
Introduction
Online
L Energy KPI [kWh/t]
Energy
Metering
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OIT-25-E Henkel: A digital transformation journey (abridged)
Exhibit 7
Evolution of the number of sustainability meters
3,500
3.500
3,000
3.000
2.500
2,500
2.000
2,000
1.500
1,500
1.000
1,000
500
500
00
2012
2012 2013
2013 2014
2014 2015 2016 2017 2018 2019 2020
2000
Exhibit 8
Real-time tracking and tracing of customer shipments
Plants DC Customer
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Henkel: A digital transformation journey (abridged) OIT-25-E
Exhibit 9
Henkel Data Foundation structure
Exhibit 10
Line efficiency report example
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OIT-25-E Henkel: A digital transformation journey (abridged)
Exhibit 11
Horizontal and vertical approach
Exhibit 12
DigiGym area setup (stationary example)
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