Four P’s Of Reckitt Benckiser
(Market Mix)
Group No 7
About the firm
• Reckitt Benckiser Group plc is a multinational consumer goods company headquartered in Slough, Berkshire, England.
• It is a major producer of health, hygiene and home products
• It was formed in 1999 by the merger of the UK-based Reckitt & Colman plc and the Netherlands-based Benckiser NV.
Our vision and purpose
• Our vision is a world where people are healthier and live better.
Our purpose is to make a difference by giving people innovative solutions for healthier lives and happier homes. This means we are expanding our capabilities and investing in innovation to stay ahead of the game.
Values
Achievement• We don’t just aim high, we strive for outperformance.
Entrepreneurship• Daring to be different, taking calculated risks.
Partnership• Leveraging relationships for outperformance.
Ownership• Doing whatever it takes to win.
Products
In Length :- 1.Fabric Care2.Health Care3.Personal Care4.Edible Items5.Surface Care6.Home Care
In BreadthFabric Care
Calqon Vanish Spray’n Wash
Woolite Robin Blanka Call fort Hydra Excel
Surface Care
Cillit Lysol Dettol Harpic Power clean
Clean & Smooth
Espa dol
Lanolin
Personal Care
Veet Savlon Cleara sil
Durex Skin calm
Biactol Sun Beam
Sqarotan
Edible Items (Food)
No Salt French’s Product
Frank’s Product
Cattle men’s
Nugget
Health Care
Strepsils
Mucinex
Nurofon
Gavison
Destac Trix Benaqol
Nure flex
Home Care
Finish Airwick Mortein Spray fresh
Bom Ar Nephas Haze
In DepthVanish Oxi Action
PowderGold Oxi Action
Sensitive
Gold Power gel
Powershots Gel Caps
2 in 1 Magnets
Pre-Treatment
Strepsils Original Children 6+
Honey and Lemon
Orange Sugar Free
Warm Extra
Finish Power Powder
Shine & Dry
Salt
Air Wick Freshmatic Ever Fresh Gel
Oil Diffuser
Aqua Mist
Freshner Spray
Dettol Soap Bar Hand wash
Disinfectant
Liquid Laundry Cleanser
Wipes Bathroom Foam
Cillit Bang Power Cleaner For Toilet
PC Lime scale & Shine
PC Grease & Sparkle
PC Bleach & Hygiene
Active Foam
Turbo Power
French’s Worcestershire-sauce
Crunch-time-entrees
Potato-sticks
Mustard French-fried-onions
Durex Enhancing Gel
Flavoured Lubes
Condoms Adult Toys
Massagers
Pricing Strategies• Targets Health & Hygiene Powerbrands: successful Powerbrand
strategy continues, but focus and investment increased on higher growth, higher margin health & hygiene in addition to home. So they just need to follow the Value-based (ie) Based on the buyer’s perception of value (rather than on your costs). The buyer’s perception depends on all aspects of the product,including non-price factors such as quality,healthfulness, and prestige.
• Targets faster growing markets: prioritises 16 “Powermarkets”, mainly emerging, for disproportionate investment and growth. So they use Competitive (ie) Based on prices charged by competing firms for competing products. This pricing structure is relatively simple to follow because you maintain your price relative to your competitors’ prices
• Redeploys resources to emerging markets: 2 new emerging market Area structures formed ; North America and Europe merged into one Area structure . And use skimming price technique .Skimming: Involves the introduction of a product at a high price for affluent consumers. Later, the price is decreased as the market becomes saturated.
• Increases investment in brand building: targets annual cost savings to fuel an additional investment of £100m in brand equity building.
• Fixed Costs. In 2014 RB had an effective freeze on fixed costs. Specific projects to extract cost from the newly merged ENA Area are expected to save £30m from 2015.
• During the past 12 months, Reckitt Benckiser Group PLC's average earnings per share (NRI) Growth Rate was 10.20% per year.
• During the past 3 years, the average earnings per share (NRI) Growth Rate was 3.80% per year.
• During the past 5 years, the average earnings per share (NRI) Growth Rate was 5.70% per year.
• During the past 10 years, the average earnings per share (NRI) Growth Rate was 15.50% per year.
RESTRUCTURING COSTS A one-off cost in the order of £75m will be incurred in
2014 to implement the new strategy. These costs are for implementing the new Area and category organisations, refocusing resources, and making some supply chain and manufacturing enhancements. This charge will be in addition to the remainder of the one-off restructuring charges of £50m relating to the SSL acquisition and integration due to be charged in 2014. All of these charges will be treated as exceptional and excluded from adjusted profits and earnings. The restructuring in ENA is expected to deliver £30m in annual savings from 2015.
Promotions• Clearasil- RB has just launched a new promotional
campaign to boost awareness and sales of their spot removal and skin care brand.
• They aim to encourage teenagers – the target market – to try using Clearasil products.
• They have segmented and targeted their consumers; and this is clearly seen in their strategy.
• The company has a marketing-drive business model, and invests a much greater proportion of its income back into marketing support than any other FMCG company
• Reckitt Benckiser Became 'Digital at Heart'• TV could only hit 48% of RB's target affordably, but
adding Facebook allowed the brand to reach 65% of the target.
• Reckitt Benckiser’s compensation is above the industry average for high performers
• RB has appointed McCann Worldgroup India to handle creative duties for Dettol in India on a project basis.
• Havas WW will continue to be the agency on record on Dettol in India and globally, informed a statement from the FMCG company
Places• DISTRIBUTION PROCESS RB IL distributes all its products in India
through its common distribution channel.
MANUFACTURER- S.K.U OR C&F AGENTS- DISTRIBUTOR- RETAILER India plays a very significant role in our worldwide operations.
• India to be Reckitt's OTC production hub• LAPAC is the name of this reporting Area, comprising:
Latin AmericaNorth AsiaSouth and South East AsiaAustralia New Zealand
• RUMEA is the name of this reporting Area, comprising:Russia & CISMiddle East, North Africa and TurkeyAfrica – Sub-Sahara
• ENA is the name of this reporting Area, comprising:EuropeNorth America
• The Online Websites Like FlipkartAmazonebaysnapdealAlibaba are also the retail Distributors of RB
The Complete Product List• Air Wick• Calgon• Cillit Bang• Dettol• Scholl• Durex• Finish (previously Electrasol in
North America)• French's• Gaviscon• Harpic• Lemsip• Lysol
•MegaRed•Mortein•Mucinex•Nurofen•Strepsils•Vanish•Veet•Aerogard•Airborne•Amphyl•Bonjela•Brasso•Brio•Bryza•Calgonit•Cattlemen's
• Cēpacol• Ceraclen• Cherry Blossom• Clean and Smooth• Clearasil• Cling• Cling Free• Cobra Brilliant Shiner• Colon• d-Con• Coral• Delsym
•Digestive Advantage•dip-it•Disprin•Dosia•E45•Easy-Off•Easy On•Elena•Frank's RedHot•French's Foods•Glass Mates•Glass Plus•Glassex•Hoffmann's•Intima Liasan / Intima Bidex
• Kalia• Kaltron• K-Y• Lanacane• Lanza• Lemsip• Lewis Red Devil• Lime-A-Way• Lovela• Masterpiece Metalist• Mop & Glo• Move Free• Mr. Sheen
•Mr. Min•Nenuco•Neutra-Air•NoSalt•Noxon•Nugget•Nurofen for Children•Old English•Perk•Poliflor Pratic•Poliflor Maximo Brilho•Precision Blend•Quanto•Resolve•Rid-X•Robin Blue•Sagrotan
• Sani Flush• Schiff Vitamins• Senokot• Silvo• Sipuro• Spray 'n Starch• Vani-Sol• Vitroclen• Vivid• Wenol• Windolene• Wizard
•Woolite•Yes•Zud