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