Internship Defense - Marketing Strategy for Launching Dettol Aloe Vera Soap (Reckitt Benckiser)
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Saaruf Salahuddin Internship Defense Marketing Strategy for Launching Dettol Aloe Vera Soap (Reckitt Benckiser) Reckitt Benckiser Group plc is a leading multinational consumer goods company headquartered in the United Kingdom. It was formed in 1999 by the merger of the UK-based Reckitt & Colman plc and the Netherlands-based Benckiser NV. Reckitt Benckiser Bangladesh Limited is the Bangladesh subsidiary of Reckitt Benckiser Group plc. that started its journey in 2000.
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Internship Defense - Marketing Strategy for Launching Dettol Aloe Vera Soap (Reckitt Benckiser)
- 2. Marketing strategy for launching Dettol Aloe Vera soap A case study of Reckitt Benckiser Bangladesh ltd. Exam ID: 162487
- 3. Internship provider organization Reckitt Benckiser Bangladesh Ltd. The report and presentation are completely based on the practical work and experience that I have gathered during my internship period. Trade Marketing Department
- 4. To understand the marketing strategies taken by RBBL to launch a new product - To understand the push and pull marketing strategy - To know how the Integrated Marketing Communication works - To understand the effective and efficient way to launch a new product Objectives Broad objective Specific objective
- 5. Information from the internet Internal and external report Methodology Telephone and face to face conversations Primary sources Secondary sources Practical field work and office work Observation of the processes Journals, books and magazines
- 6. Based on 3 month internship data Limitations Lack of data accessibility Most of the insights are from single territory
- 8. Brief description Reckitt Benckiser Group plc is a leading multinational consumer goods company headquartered in the United Kingdom. It was formed in 1999 by the merger of the UK-based Reckitt & Colman plc and the Netherlands-based Benckiser NV. Reckitt Benckiser Bangladesh Limited is the Bangladesh subsidiary of Reckitt Benckiser Group plc. that started its journey in 2000.
- 10. RB Health RB Hygiene & Home RB brands
- 12. Marketing mix Works as a both germ killer and moisturizer Well-established channel with total 66 distribution house Trade Promotion, Advertising, Digital Marketing, Personal Selling Price Promotion Initial price was set MRP 38 for 75gm and MRP 55 for 125gm Place Product
- 13. Customer push and pull strategy Advertising and digital marketing Doing friendly negotiation Providing better profit margin Merchandising Push strategy Pull strategy
- 14. Integrated marketing communication Integrated marketing communication (IMC) is basically one of the promotional tools which organizations used to communicate with their customers. By unifying all marketing communication messages and tools, this practice sends a consistent brand message to the public, thus creating a solid conversation from the brand to its audience or customers
- 15. Brand promoters and personal selling In Reckitt Benckiser Bangladesh Ltd. SR (Sales Representative) works as a brand promoter, They are also involved in personal selling. They act in a certain way to give better service and a great first point of contact between the potential consumers and the brand, in turn making them more likely to purchase the goods or services.
- 16. Some snaps of " TVC Television commercial Television commercial is necessary for product recognition. Reckitt Benckiser Bangladesh Ltd used this promotional strategy to promote the Dettol Aloe Vera soap. It was a 30 seconds advertisement on the title of
- 18. Trade offer Trade marketing Point of sales materials Shelf talker SR toolkit
- 19. SWOT analysis Strength Weakness Opportunity Threat Brand reputation Distribution network Product quality Packaging Potential sales forces New to the customers Lack of rural penetration Strong competition Comparatively high price Growing FMCG market Market expansion Could become market leader Domination by LUX Product imitation Lots of soaps in the market
- 20. Regions IMS/Placement Volume Target IMS Oct 19 IMS Nov 19 IMS Dec 19 Total IMS Total IMS % Dhaka Metro 59010 42 35357 29791 65190 110.47% Dhaka Outer 135720 274 133854 68746 202874 149.48% Chittagong 66960 1584 74763 36454 112801 168.46% North 37710 1296 38527 65172 104995 278.43% South 20850 0 22135 33299 55434 265.87% Sylhet 10620 0 14544 9299 23843 224.51% Grand Total 330870 3196 319180 242761 565137 170.80% After launch results In market sales (IMS)
- 21. After launch results (continued) Effective coverage of outlets (ECO) Regions ECO/Placement Target ECO Oct 19 ECO Nov 19 ECO Dec 19 Total ECO Total ECO % Dhaka Metro 9835 8 5109 1844 6961 70.78% Dhaka Outer 22620 15 14753 5849 20617 91.15% Chittagong 11160 3 8029 1991 10023 89.81% North 6285 0 4317 1426 5743 91.38% South 3475 0 2758 1172 3930 113.09% Sylhet 1770 0 1335 209 1544 87.23% Grand Total 55145 26 36301 12491 48818 88.53%
- 22. Scope to expand the business in outside of Dhaka Sales representative plays the vital role in strategy implementation Utilization of digital platform More efficiency can be achieved through proper work supervision Bigger territory can decrease the efficiency of strategy implementation Learnings
- 23. Equal priority should be given to the outside regions of Dhaka More meticulous work supervision is recommended Comprehensive incentive program for the field force Other form of digital marketing can be used Process optimization can be initiated for the bigger territory Recommendations
- 24. THANK YOU!