Presented byKrishna Bhawsar 07Suraj Roziwala 16Vaibhav Yadav 18Virendar Jadam 21

Reckitt benckiser

Reckitt Benckiser plc. is a British multinational consumer goods company headquartered in Slough, United Kingdom.

Formed in December 1999 from the merger of Reckitt & Colman plc. and Benckiser N.V.

It has operations in over 60 countries and its products are sold in over 180 countries.

Reckitt Benckiser owns a wide range of household brands in five main areas.

Dettol

Valued at Rs 2,000 crore, Dettol is RB’s biggest brand in India

Added 13 million shoppers in 2014-15 according to IMRB-Kantar; increased penetration worldwide by 15% and consumer reach points by 11%

Leader in anti-septic liquid category in India with over 80% market share

In soaps, position varies between 3 and 4, behind rival HUL and Wipro brands

Product mix of RB

HEALTH PERSONAL HOME FABRICSTREPSILS DETTOL AIRWICK VANISHDISPRIN VEET MORTEIN EASY OFF BAMBURNOL CLEARASIL CHERRY BLOSSOM FINISHD-COLD DUREX LYSOLGAVISION LIVON HARPIC

SCHOLL

PRODUCT MIX OF DETTOL

HANDWASH MULTIUSE WIPES SOAP SHAVING CREAM

BODYWASH

LIQUIDANTISEPTIC

• Original

• Skincare

• Cool

• Fresh

• Original

• Skincare

• Cool

• Re-energize

Liquid Hand Wash

Bar Soap

No Touch Handwash

• Original

• Cucumber

• Original

• Skincare

• Nourishing

• Soothing

• Fresh

• Cool

• Original • Original

Lifebuoy bar soap

• Total 10• Mild care• Cool fresh• Betel leaf• Vita protect• Lemon fresh• Moisture

plus

Product Life Cycle

PLC characteristics, objectives, strategies.

Maturity – growth, stable, decaying maturity Characteristics – sales, costs, profits, customers,

competitors. Marketing objectives – maximize profit while

defending market share.Strategies

Product- diversify brands and items Price – price to match or best competitors Distributions – build more intensive distribution. Communications - stress brand differences and

benefits and encourage brand switching.

Product strategy A product strategy is the foundation of a product life-cycle and

the execution plan for further development. The product strategy allows the business to zero in on specific target audiences and draw focus on the product and consumer attributes

Packaging

Objectives

The Brand. Convey descriptive and persuasive

information. Color code. Assist at home storage.

Opponents packaging

SEGMENTING & TARGETING

DemographicAgeGender

PyschographicLifestyle

BehavioralUsage rate

SUMMER ADVERTISEMENT

WINTER ADVERTISEMENT

MONSOON ADVERTISEMENT

Positioning

protector from germs, antiseptic POP POD

CONSUMER BEHAVIOUR THE PSYCHOLOGY OF

MARKETING

• Perception• Emotions • Family Of Orientation• Opinion Leader• Brand Loyal

BRANDING STRATEGY

What Is Meant By Branding Strategy? Current Brand Strategy Building Brand Equity Brand Slogan Brand Adaptability

Pricing

Pricing Objective

Maximum Current Profit Maximum Market Share

Pricing Strategy

Geographic Pricing

Premium Pricing

Discount and Allowances

Dettol handwash

Lifebuoy handwash

Dettol value pack cool

Lifebuoy clini care 10

(225)ml (215)ml (3*125g) (3*125g)

RS 69 RS 69 RS 112 RS 138

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