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RECKITT BENCKISER

RB in INDIA
1910 1911 1933 1951 1980 1981 1999 INTRO IN INDIA BRASSO DETTOL ANTISEPTIC FORMATION OF RB 65 MILLION PEOPLE DETTOL SOAP RECKITT BENCKISER

RB
VISION MISSION

COMPANY PORTFOLIO
AIR WICKS CHERRY BLOSSOM COLIN DETTOL DISPRIN EASY OF BANG FINISH HARPIC MOOV LIZOL MORTIEN VEET VANISH STREPSILS KRACK SOFT HEEL GEL ITCH GUARD RING GUARD STOPACHE

PRODUCT LINE

DETTOL
ANTISEPTIC

BAR SOAP: Original Skin Care Cool Orange

DETTOL
HANDWASH Original Skin Care Sensitive BODY WASH Extreme Aqua

DETTOL
Shaving cream

Plaster

Brand extension
Antiseptic category soap category Hand wash category

Body wash category


Personal care category

STPD
SEGMENTATION DEMOGRAPHIC PSYCHOGRAPHIC GEOGRAPHIC BEHAVIOURAL

TARGETING
NON-SEGMENTED TARGETING SEGMENTED TARGETING NICHE TARGETING MICRO TARGETING

DETTOL
POSITIONING PROTECTOR FROM GERMS DIFFERENTIATION AMBER GOLD SMELL CLOUDING EFFECT

PRICING STRATEGY (VALUE BASED)


ANTISEPTIC PRICE ADJUSTMENTSEGMENTED PRICING GEOGRAPHICAL UNIFORM DELIVERED PRICING PRICING REACTIONCONSUMER SOAP PRODUCT LINE PRICING GEOGRAPHICAL UNIFORM DELIVERED PRICING PRICING REACTIONCONSUMER

PRICING STRATEGY (VALUE BASED)


Hand Wash Product Line Pricing Price Adjustment Strategy Segmented Pricing Geographical Pricing Uniform Delivered Pricing Consumers Body Wash Skimming Price Techniques Price Reaction Upper-Middle Class Consumers

AD PROMOTIONAL STRATEGY
Advertising Antiseptic Protection from Germs Aapka Dettol Kya Kya Karta Hai. Soap Mild & Gentle The 100% Bath Hand Wash Protection from Germs Body Wash Market Pleasure for the senses, Protection for the Body

PROMOTIONAL STRATEGY
PUBLIC RELATION Dettol Surakshit Parivar

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Distribution
Antiseptic A) Modern Trade B) Mom & Pop Shop
All India

Level 1
16,07,669

Northern Region
Eastern Region Western Region Southern Region

6,03,245
3,80,580 2,31,720 3,86,126

Distribution
Soap + Handwash Modern Trade Mom & Popstore
Soap Hand Wash All India All India

Level 1
21,96,611 3,00,000

Body Wash Modern Trade


Body Wash Six Metros

SWOT ANALYSIS

Strength Weakness Opportunity Threats

Formidable Presence in FMCG health Segment Irregular Demand FMCG Health Segment Poise to Grow manifold Competitors Offering