Reckitt Benckiser plc. is a British multinational consumer goods company, helping people lead healthier lives and have happier homes for over 200 years

1. Quick Facts
•Reckitt Benckiser plc. is a British multinational consumer goods company, helping people lead healthier lives and have happier
homes for over 200 years
•Reckitt Benckiser experienced challenges selling out products, and as a result, its supply chain began to move at an unhealthy,
slow pace
•Reckitt Benckiser turned to Sproxil, and within 3 months of the campaign launch, they experienced a 20% increase in sell out

2. CHALLENGE
The channel was experiencing a slow down due to customers being overstocked as a result of slow sell-out and
dwindling repeat purchases from customers. Indirect distribution or sell out from wholesalers was also challenging and
it was affecting major trade marketing indicators especially the numeric distribution.
OPPORTUNITY
Considering the highly competitive nature of the consumer goods industry, increasing top of mind recall among
consumers was key for Reckitt Benckiser to speed up their product life cycle.
There was also a strong need to ensure retailers purchase repeatedly from wholesalers, and also drive incremental
distribution via indirect sales from the wholesalers.