• Introduction Vinothini Govindapillai• Product• Price - Thilini Jayasundara• Place - Asjad Hameed• Promotion - Dhananji Jayasinghe•SWOT Analysis - Thilini Jayasundara•Conclusion - Asjad Hameed
• Merged in 1999• Headquarters inUnited kingdom• Vision•Values
• Found in LosAngels, California in1963• 750 locations in 22countries• Values : F.R.O.T.H
•Dettol•Veet•Strepsils•Nuromol• Air Wick•Harpic Max•Resolve QuicknClean
• While bean coffee• Boxed tea• Made to order beverages• Baked goods•Merchandise
Reckitt Benckiser is the fastest growing FMCGcompany and its £7 billion in size.
Dettol soap is priced at retail price of Rs. 38.00 (115 gms) and Rs. 26.00 (70 gms)
PRICING STRATEGYCoffee Bean uses premium pricing strategywhich deliberate setting of high prices for aProduct or service to emphasize its quality &exclusiveness.Competitors: Starbucks, Caribou Coffee, etc.
Reckitt Benckiser Mass Marketing with decentralized operations Business 2 Consumer (B2C) Distributors and sub-distributors Pakistan (Top stores – High profile Customers) India Sri Lanka
Further distribution to wholesalers and retailers Targeting maximum geographical location in countries Rural Development Force
The Coffee Bean & TeaLeaf Locating Outlets in high traffic and visible locations Horton Place, COLOMBO 7 Personalized coffee and tea for niche market Complete meals compared to Star Bucks Sandwiches in Singapore
Standardized Outlets throughout Using Master Franchising for Asian & Middle East Owned-stores for Australia, Hongkong and US Provide training and continuous communication Importing coffee from centralized purchasing
Television Advertisements Use famous celebrities as brand ambassadors ○ E.g.: - Vanish – Bollywood actress, Sri Devi Radio Advertisements Print Media Newspapers In-store Leaflets In-store promotions
In-store Promotions Leaflets, wallpaper advertisements & etc. Advertise through their website
SWOT ANALYSISStrengths Weaknesses Opportunitie Threats s Very profitable Target market Market potential. Competition.organization & characteristics.have a relativelygood marketshare.It is a global coffee Franchisee’s Changing of Host country riskbrand built upon a policy. lifestyle. management.reputation for fineproducts andservices.Experience and Enthusiasm ofinnovation healthcapabilities. consciousness.
Conclusion RB has a successful marketing mix for their product lines RB needs to spend more on R&D Improve marketing strategies for Question Mark products – Cash Cow
Coffee Bean potential to expand into newer markets Shift Niche marketing to bigger segmented markets More promotion campaigns can be done