3. Company Overview
Reckitt Benckiser Limited is a global consumer goods
company headquartered in Slough, United Kingdom.
The company was formed by a merger between Britain’s
Reckitt & Colman and the Dutch company Benckiser NV
in December of 1999.
The company has the sales of over 6 billion pounds
consistently going ahead of the industry due to its
leading brands, its operation in over 60 countries and
sales in 180.
4. Vision
Reckitt Benckiser is about passionately delivering
better solutions in household cleaning and health &
personal care to customers, and consumers wherever
they may be, for the ultimate purpose of creating
shareholder value.
5. Is to retain its position and sell more products of different
kinds. Reckitt Benckiser Ltd is passionate about delivering
better solution to consumers. All products of Reckitt Benckiser
focus on making peoples life easier and give solutions to
problems.
“World where people are healthier and live better.” (Reckitt
Benckiser)
Mission
7. Competitors Analysis:
Unilever is a top competitor of Reckitt Benckiser. Unilever
operates in the Personal Products industry. Compared to
Reckitt Benckiser, Unilever has 120,600 more employees.
P&G is seen as one of Reckitt Benckiser's biggest rivals. P&G
operates in the Household Products industry. P&G
generates $50.9B more revenue vs. Reckitt Benckiser.
9. Social Class: From higher class and Middle class.
Age: The range of 18 to 50.
Target Market
Marketing Strategy
Beauty conscious ladies
For housewives and young people
Different Products for different Segment
10. The Lysol, the better
Be 100% Sure
Marketing Strategy
Positioning
13. Products
Product is the first variable in the marketing mix. Product
decisions are the first decisions, company need to take before
making any marketing plan.
Reckitt Benckiser have a number of products in a market. They
bring various types and different size in their products.
14. Reckitt Benckiser focuses on five core categories of products—
Products
Fabric Care
Surface Care
Health & Personal Care
Automatic Dishwashing
Home Care
15. Fabric Care Surface Care Dishwashing
Health & Personal
Care
Home Care
Products
16. Price
Price refers to how much charged for the products or
services.
The price approach should reflect the appropriate
positioning of the products in the market.
Pricing Strategy
Price List
Payment Period
Discount
Price Decisions—
18. Place
Place refers to the distribution channels used to get the product
to the customers.
It not only includes the place where the product is placed, all
those activities performed by the company to ensure the
availability of the product to the targeted customers.
Place Decisions—
Placement
Distribution Channels
Logistics
Inventory
Order Processing
19. Promotion
Promotion refers to the advertising and selling
part of marketing.
It is how you let people know what you’ve got for
sale.
Promotion Decisions—
Advertising
Media types
Message
Sales Promotion
Personal Selling
Public Relations
Sponsorship
20. Recommendation For RB Bangladesh
Understanding of the global market
Understanding of cross boarder culture, religion etc
Technological enhancement
Innovations
Creating a stronger bond with the consumer
Knowing the strengths and weakness
Concentrating on the relationship between the
company and employee
21. Conclusion
Reckitt Benckiser is one of the successful companies and the secret behind
this success is their skilled management and well trained employees. They
are always focusing on being successful and being the market leader. They
maintain good quality service in every operating country. Besides their
products, they also give importance in maintaining good corporate culture.
They are successful in Bangladesh and their products have huge demand in
this market. Their set of management and employees ensure good products
quality and service to their customer.