Reckitt benckiser

group 9

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Group members:Joy DiasDanish Shaikh Reuban Rebello Rasik bhatteOlive DmelloClifton pereira

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Reckitt Benckiser is a British multinational consumer goods company headquartered in Slough, United Kingdom. . It was formed in 1999 by the merger of the UK-based Reckitt & Colman plc and the Netherlands-based Benckiser NV.s. It has operations in around 60 countries including india and its products are sold in over 180 countries.

introduction

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Soap(Length=1) Airfreshener (Length = 2) detergent(Length=1 ) health care(Length= 6)

Dettol (D = 4) Air wick freshner(D = 5) vanish (D =3 ) strep sills (D = 4)

Disprin (D=1)

Moov (D=3)

Dermi cool (D=2)

Dcold (D=2)

Krack (D=1)

T Depth: 4 T Depth: 5 T Depth: 3 T Depth: 12

Av Depth: 4 Av Depth: 5 Av Depth: 3 Av Depth: 2.16

Product line width

Depth – No. of SKUs (Stock Keeping Units)

LENGTH

Product Lines

4 p’s of marketing RustomjeeBusinessSchool

5

rice

roduct lace

romotion

The company's strategy is to have a highly focused portfolio concentrating on its most profitable brands, which were responsible for 62% of net revenues in 2011

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product

Prices of our product/compititors Moov 50g=75rs iodex50g=80rs

Price are less compared to others . In moov we have following range .Moov 25g=33rsMoov 100g=144rs

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The pricing strategies applied in more store are of penetration of the target market. They can reduce the prices because of the economies of scale that they enjoy. The details are given below:

Product name: Harpic Volume : 500 ml MRP(Maximum retail price): Rs. 54/- Price at store: Rs. 52/- Scheme: save rupees 34/- on the buy of two 500ml bottles.

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Pricing strategy

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Place

Big bazaar

9

online shops institution

Various types promotions are used such has media ,paper , highway hording ,television ,Internet , giving away samples etc.

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promotion

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Segmentation ,targeting ,positioning for harpic

11

Harpic

Household B2C

InstitutionB2B

Business to customers Business to business

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Targeting

PM / IT v1.0 12

Targeting

Women in group 25 to 50 yrs

Schools ,colleges

Harpic: Triple benefit: Stain removing, freshness and germfree (Celebrity like hussain entering in house and cleaning the toilet)

Punch Line:Ready for challenge ?

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positioning

Packaging can be defined as designing and producing container for a product.Role of Packaging:

1) Indentify the Brand: 2) Labeling :

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Packaging

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Packaging size

15

475 ml185 ml

Strepsil 1 lozenge packet of 2Rs

Strepsil 36 Lozenge Packet for UK market 5£

For Indian Market For Developed Market

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Reckitt Benckiser has come up with Dettol No Touch Hand Wash System

Dettol no touch Kit Dettol no touch refills

-- Trusted Protection-- Technology used in Designing-- The vacuum dispensation-- Why Dettol no Touch-- Helps RB to Lead Category

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17

Sales Development Introduction Growth Maturity Decline

Harpic

Product life cycle

Time

Dettol no touch Air wick

colin glass cleaner

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BCG Matrix

Plc growth stage

Dettol hand wash

plc introduction stage lizol,mortine

Plc maturity stageDettol orignal antibacterial

Plc decline stage Dermi cool talc,colin glass cleaner

High Growth Rate

Low Growth Rate

High Market Share Low Market Share

STARS QUESTION MARK

CASH COW DOGS

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Market Penetration

Sell more in existing market

Eg.25 %extra on veet hair remover

Product Development

Sell new product in existing Market

Dettol no touch hand wash

Market Development

Selling existing product in new market

Eg.introduction of 2rs pack strepsil in rural market

Diversification

Selling new product in new marketR&B took over paras pharmaceuticals

Ansoff’ Matrix

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