Research Literature Review

1.Reckitt Benckiser seeks promotion "de-escalation".

Authors:Parsons, Russell

Source:Marketing Week (Online Edition). 8/19/2013, p5-5. 1p.

Document Type:Article

Subject Terms:*RETAIL industry*PRICES*ADVERTISING effectiveness*SALES promotion*ELECTRONIC commerce

Company/Entity:RECKITT Benckiser Group PLC

NAICS/Industry Codes:453998 All Other Miscellaneous Store Retailers (except Tobacco Stores)452999 All other miscellaneous general merchandise stores453999 All other miscellaneous store retailers (except beer and wine-making supplies stores)454110 Electronic shopping and mail-order houses454111 Electronic Shopping

Abstract:The article reports that Reckitt Benckiser (RB) has been discussing with retailers steps on how to de-escalate the price promotions volume of its brands after previous campaigns reduced their advertisements' effectivity. The recession has made customers used to price discounts and sales promotions, leading to a protracted period of low returns. RB plans to improve its e-commerce operations, especially in the household and healthcare categories.

Full Text Word Count:426

Accession Number:89920974

2.Reckitt Benckiser trumpets £100m brand spend increase for record revenue.

Authors:Vizard, Sarah

Source:Marketing Week (Online Edition). 2/12/2014, p6-6. 1p.


Subject Terms:*INVESTMENTS*BUSINESS revenue*BRAND equity*ADVERTISING*CONSUMER education

Company/Entity:RECKITT Benckiser Group PLCSTREPSILS (Company)SCHIFF Inc.DUNS Number: 004313326

NAICS/Industry Codes:541890 Other Services Related to Advertising541850 Outdoor Advertising523930 Investment Advice523999 Miscellaneous Financial Investment Activities

Abstract:The article reports that consumer goods company Reckitt Benckiser is expecting to increase investment in its brands by 100 million British pounds in 2014 after achieving an annual revenue of 10 billion British pounds in 2013. It notes that the company based its projected investment from its Brand Equity Investment criteria consisting of media advertising, digital activity, and consumer education programmes. It cites several brands targeted for investment including Strepsils and Schiff.

Full Text Word Count:539


HUL plans to fill Reckitt slots in modern retail outlets Authors:

Malviya, SagarSource:

Economic Times, The (India). 02/28/2011. Document Type:

ArticleAccession Number:

2W6386420382Translate Full Text:

3.HUL plans to fill Reckitt slots in modern retail outlets

~~~~~~~~

Sagar Malviya

Feb. 28--MUMBAI, India -- Is it opportunistic marketing or plain co-incidence? Hindustan Unilever is launching a special marketing drive in modern retail outlets days after most big retailers stopped fresh orders from rival Reckitt Benckiser due to differences over margins.

India's largest consumer products company plans to flood modern retail shelves with its brands Lifebuoy and Domex that take on Reckitt Benckiser's top brands Dettol antiseptic and Harpic toilet cleaners, and support it with brand promotions and price-offs.

"Hindustan Unilever will roll out a '15 day burst campaign' from March 1 to create special counters for its brands and increase staff count to execute the heightened marketing activity," said a top retail official, who did not wish to be named.

Almost two weeks ago, Reckitt had cut margins of big retailers to 14% from 16% on some of its products to partly offset rising input costs. The move resulted in leading retailers holding back all orders of Reckitt's brands.

Reckitt Benckiser is trying to resolve the dispute over margins and it has had secret parleys with top honchos of a few retail companies last week to re-negotiate margins, industry insiders said.

Hindustan Unilever's new move will put pressure on Reckitt to resolve the matter at the earliest, say experts.

"Reckitt could try to solve the issue before its rival HUL capitalise on its absence. If they don't take any action now, it's a clear indication that modern trade for them is not as important as maintaining its margins at this point of time," says retail consultancy Wazir Advisors founder Harminder Sahni.

Consumer goods companies are fighting rising raw material prices. They are trying everything from reducing unit weight, cutting expenses and, in some cases, increasing prices to protect their margins.

Reckitt's move to reduce retailers' margin was part of this. The company had also cut general trade margins, from 12% to 10% for brands such as Harpic and Cherry shoe polish, and distributor's margins to 5% from 7.5% for Dettol antiseptic lotion.

While smaller kirana stores, which contribute over 90% of Reckitt's total sales, accepted the margin cut, most modern retailers had stopped issuing fresh orders for Reckitt's products.

Most brands from Reckitt are in niche categories where modern trade is increasingly becoming an important channel for sales.

Reckitt's biggest brand Dettol is the leader in antiseptic lotion space and also controls more than 9% share in the Rs 6,500-crore soap market. HUL's Lifebuoy is the second largest soap brand in the country with 14.5% market share.

Reckitt has almost a monopoly in the floor cleaner segment where its Harpic commands more than 73.5% share.

Hindustan Unilever would want to change it with its upcoming marketing campaign.

Retailers say brands undertake such promotional activities on a regular basis.

"Companies see us as a demand creation channel and they keep doing such activities. When one brand is silent, it will obviously make the other brand look loud," says the country's largest retailer Future Group Food Strategy Director Damodar Mall.

Ashutosh Chakradeo, head of buying & merchandising at Hypercity Retail, says that some brands undertake live demos of their products to explain the effectiveness, usage and features of their products.

To see more of The Economic Times, or to subscribe to the newspaper, go to economictimes.indiatimes.com. Copyright (c) 2011, The Economic Times, India Distributed by McClatchy-Tribune Information Services. For more information about the content services offered by McClatchy-Tribune Information Services (MCT), visit www.mctinfoservices.com.

Copyright of Economic Times, The (India) is the property of Economic Times, The (India). The copyright in an individual article may be maintained by the author in certain cases. Content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. Source: Economic Times, The (India), Feb 28, 2011Item: 2W6386420382

4.EFFECTIVENESS OF SALES PROMOTION IN FMCG RETAIL STORES IN COIMBATORE CITY.

Authors:

Sathish, M.1 [email protected], K. P.2 [email protected]

Source:

Global Management Review. 2011, Vol. 5 Issue 4, p84-95. 12p. 1 Diagram, 13 Charts.

Document Type:

Article

Subject Terms:

*SALES promotion*FAST moving consumer goods*RETAIL industry*ADVERTISING effectiveness

Geographic Terms:

COIMBATORE (India)INDIA

NAICS/Industry Codes:

452999 All other miscellaneous general merchandise stores453999 All other miscellaneous store retailers (except beer and wine-making supplies stores)453998 All Other Miscellaneous Store Retailers (except Tobacco Stores)

Abstract:

The study aims to analyze "Effectiveness of sales promotion in FMCG retail stores in coimbalore city. The objective of the study was to find out the effectiveness of the sales promotion provided by FMCG retail stores. The type of research used for this study was descriptive research design. A well structured questionnaire was designed and data was collected from major FAMCG retail stores of Coimbatore. Customers were questioned about their awareness level, frequency of shopping, attitude towards sales promotion and their preferred scheme. Proportionate stratified random sampling technique was used to select the samples due to the availability of number of stores in different retail formats. The sample size was 106. The study reveals that price discounts and buy one and get one provided by these stores are most effective. It was found that customers are highly loyal and they do not prefer to the switch stores based on the promotion. This study will help the retailers to evaluate their promotion strategies to give a better promotion which would attract the customers. [ABSTRACT FROM AUTHOR]

Copyright of Global Management Review is the property of Sona School of Management and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Author Affiliations:

1Assistant Professor (Marketing), PSG Institute of Management (PSG College of Technology), Coimbatore2Assistant Professor (HR), PSG Institute of Management (PSG College of Technology), Coimbatore

ISSN:

0973-9947

Accession Number:

71101192

5.Testing FMCG innovations: experimental real store versus virtual.

Authors:Bressoud, Etienne

Source:Journal of Product & Brand Management. 2013, Vol. 22 Issue 4, p286-292. 7p.


Subject Terms:*NEW product development*FAST moving consumer goods*SHOPPING*ELECTRONIC commerce*RETAIL industry*RETAIL stores*CONSUMER behavior

Author-Supplied Keywords:AttitudesBehaviourExperimental real storeFast moving consumer goodsInnovationShoppingShopsVirtual store

NAICS/Industry Codes:541613 Marketing Consulting Services453999 All other miscellaneous store retailers (except beer and wine-making supplies stores)453998 All Other Miscellaneous Store Retailers (except Tobacco Stores)452999 All other miscellaneous general merchandise stores236220 Commercial and Institutional Building Construction454111 Electronic Shopping454110 Electronic shopping and mail-order houses

Abstract:Purpose – In order to cope with the challenge of developing successful fast moving consumer goods (FMCG) innovations, market research vendors offer several methodologies to test concepts. The purpose of this article is to examine the discrepancy between the well-established experimental real store methodology and the most recent of these alternative methodologies that is the virtual store. Design/methodology/approach – A parallel testing of a new adult cereal was conducted in France with 200 shoppers in each store. Findings – Results show that all attitudinal measurements are similar in terms of cognition and conation, but affect and behavior cannot be compared across both methodologies. In conclusion, virtual store testing is a new method that does not exactly

fit with one of the previous. Research limitations/implications – The study is limited to a single product and should be generalized to more product categories. Practical implications – Virtual store should be used carefully in order to take capital expenditure decisions. It generates different attitudes and behaviors, but more research is needed in order to debate on predictability. Originality/value – With the emergence of virtual stores to test FMCG innovations, this paper is of high value for practitioners who have to proceed to several tests, with different objectives, before a product launch. [ABSTRACT FROM AUTHOR]

Copyright of Journal of Product & Brand Management is the property of Emerald Group Publishing Limited and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

ISSN:1061-0421

DOI:10.1108/JPBM-05-2012-0141


6.Effect of Sales Promotions on Consumer Preferences - The Moderating Role of Price Perceptions and Deal Proneness (A Study of FMCG Products).

Authors:

Rao, Venu Gopal1 [email protected]

Source:

Vilakshan: The XIMB Journal of Management. Mar2009, Vol. 6 Issue 1, p1-18. 18p. 7 Charts.

Document Type:

Article

Subject Terms:

*INDUSTRIALISTS*SALES promotion*MARKETING*INDUSTRIAL management*RETAIL stores*BRAND choice*MARKETING strategy*CONSUMER behavior*CONSUMERS' preferences

Author-Supplied Keywords:

Deal pronenessPrice and Non Price promotionsPrice consciousnessReference priceValue consciousness


453999 All other miscellaneous store retailers (except beer and wine-making supplies stores)453998 All Other Miscellaneous Store Retailers (except Tobacco Stores)236220 Commercial and Institutional Building Construction452999 All other miscellaneous general merchandise stores

Abstract:

Manufacturers of FMCG products rely on sales promotions in order to attract customers and motivate them to buy their products. In doing so many marketers may be missing out on crucial consumer related dimensions such as Value consciousness (VC), Deal proneness (DP) and Price consciousness (PC). Past studies in the area indicate that these dimensions impact the manner in which consumers respond to sales promotion offers. Taking select FMCG products (packaged atta, tooth paste and detergents), two promotion types (monetary and non monetary) and two store types (Supermarket and Kirana store) the study makes an attempt to analyze whether the three dimensions of Value Consciousness, Deal Proneness and Price Consciousness are related and if so what is their impact on store preferences, brand preferences and buying intentions. Results of the study indicate that the three dimensions have an impact on Buying intentions, Brand and Store preferences. Differences were observed among consumers on Value consciousness and Deal proneness but not on Price consciousness. Demographic variables and

their association with the dimensions have been mixed and not very significant implying that the dimensions under study have a universality of application. Consumers differed on the three dimensions when compared by their preferences for Monetary and Non Monetary promotions. It is suggested that similar studies be carried out in different product categories to test the applicability of the dimensions under question. [ABSTRACT FROM AUTHOR]

Copyright of Vilakshan: The XIMB Journal of Management is the property of Vilakshan: The XIMB Journal of Management and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)


1Associate Professor, ICFAI Business School, Hyderabad

ISSN:

0973-1954

Accession Number:

43734845

7.The Co-existence of Kirana Stores and Supermarkets: A Potential Possibility?

Authors:

Roy, Kisholoy1

Source:

Journal of Marketing & Communication. Jan2012, Vol. 7 Issue 3, p64-67. 4p. 2 Color Photographs, 1 Diagram.

Document Type:

Article

Subject Terms:

*RETAIL stores*CUSTOMER services*CONSUMERS*SUPERMARKETS

Geographic Terms:

INDIA


452999 All other miscellaneous general merchandise stores453999 All other miscellaneous store retailers (except beer and wine-making supplies stores)453998 All Other Miscellaneous Store Retailers (except Tobacco Stores)236220 Commercial and Institutional Building Construction445110 Supermarkets and Other Grocery (except Convenience) Stores

Abstract:

Traditionally, kirana stores in the country have offered customers convenience of location. The neighborhood kiranawallahs have been successful in establishing a strong rapport with customers that have proved to be lucrative so far. However with the changing demographic profile and rising level of disposable income in the country, Indians are increasingly inclined to shop at supermarkets for their daily needs which in a way is evolving as a potential threat for kirana stores in the country. The kiranawallahs have been found to identify and rectify the grey areas in their businesses. They are also being effectively partnered by some FMCG giants in the country in this endeavor which makes one believe that the phenomenal growth of organized retail (supermarkets) in the country will not witness the death of the kirana stores. In fact a healthy competition will exist between the two. [ABSTRACT FROM AUTHOR]

Copyright of Journal of Marketing & Communication is the property of Journal of Marketing & Communication and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

8.Experimental methods in market research.

Authors:Ryals, Lynette1

Wilson, Hugh1

Source:International Journal of Market Research. 2005 Quarter 4, Vol. 47 Issue 4, p347-366. 20p. 3 Charts, 1 Graph.


Subject Terms:*MARKETING research*CUSTOMER satisfaction*RETAIL industry*CUSTOMER services*ORGANIZATION*RETAIL stores

NAICS/Industry Codes:541910 Marketing Research and Public Opinion Polling452999 All other miscellaneous general merchandise stores453998 All Other Miscellaneous Store Retailers (except Tobacco Stores)453999 All other miscellaneous store retailers (except beer and wine-making supplies stores)236220 Commercial and Institutional Building Construction

Abstract:The ability to innovate is a fundamental marketing activity, yet it remains a precarious one for many marketers. Market learning is frequently viewed as a precursor to successful innovation, but the traditional methods of market learning are increasingly coming under scrutiny. Advances that have been made in data collection and analysis techniques are being eroded by the effect of fragmenting markets, shortening product life cycles and the emergence of the marketing-literate consumer. An emerging theme in the marketing literature is the need to include and embrace the consumer as a co-developer in the process. This paper examines a novel approach to actively engaging the consumer in the innovation process within fmcg markets. It reports on a "consumers as innovators," or "co-developers," workshop, which explores consumers' perceptions of the innovation process and advocates the need for new methods of market learning. Finally, the authors conclude by reflecting on the implications of this co-development approach for the innovation process, marketers and the role of service agencies. [ABSTRACT FROM AUTHOR]

Copyright of International Journal of Market Research is the property of Warc LTD and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given

about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Author Affiliations:1Cranfield University

ISSN:1470-7853


1Asst. Professor, Institute of Business Management, Kolkata

ISSN:

0973-2330

Accession Number:

75360191

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