Reckitt Benckiser is a global consumer goods company headquartered in the UK. It was formed through a merger in 1999 and has sales of over 6 billion pounds across over 60 countries. The company's vision is to deliver better solutions for household cleaning and health & personal care worldwide. Its mission is to create a world where people live healthier and better lives. The company focuses on five core product categories and competes with brands like Unilever and P&G. It employs various marketing mix strategies including pricing, placement, promotion and products to target customers in different segments.

1. Army Institute of Business Admi
Sylhet, Bangladesh
MD. TANJIRUL ISLAM

2. RECKITT BENCKISER BANGLADESH LTD

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

6. SWOT Analysis

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.

8. Marketing Strategy

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

11. Healthier Lives, Happier Homes – a compelling purpose

12. Marketing Mix

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—

17. Product Quantity Price (taka)
AirWick 1 Piece (White) 604
Dettol Soap 75g 127
Harpic 750ml 115
Lizol floor creaner 500ml 123
Mortain 450ml 270
Veet 50g 165
Price

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.