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Stratagem.... the Scm Strategy Game

Stratagem.... the Scm Strategy Game

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Published by sachinppt
Supply chain management case study
Supply chain management case study

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Categories:Types, Research, Science
Published by: sachinppt on Nov 23, 2009
Copyright:Attribution Non-commercial


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STRATAGEM.... The SCM Strategy Game
STRATAGEM.... The SCM Strategy Game
Organizational Background
Reckitt Benckiser India Ltd (RBIL) is a fully owned subsidiary of Reckitt Benckiser Plc., world’s No.1
Company in Household, Health and Personal Care. Reckitt Benckiser Plc came into being with themerger of Reckitt & Colman Plc with Benckiser NV in 1999. The company has operations in 60countries, sales in 180 countries and has had net revenues in excess of $6.6 billion (2008). ReckittBenckiser India Ltd (RBIL) manufactures and markets a wide range of products in Personal care, Pestcontrol, Shoe care, Antiseptics, Surface care, Fabric care and other categories. Amongst its manywell-known brands are Dettol, Mortein, Harpic, Cherry Blossom, Lizol, Disprin, Robin powder, Colin,etc. Most of these brands are either number 1 or number 2 in their respective categories in IndiaThe company has sales of over £ 6.6 Billion consistently growing ahead of the industry due to itsleading brands, its operations in over 60 countries and sales in 180, & its highly motivatedmultinational management.
Passionately delivering better solutions in household cleaning and health & personal care for theultimate purpose of creating shareholder value.
Some facts about Reckitt Benckiser
World Leader in House Hold Cleaning (except Laundry Detergent)
Head Quartered at Slough, United KingdomSales in over 180 countries and operations in 60 countries• Turn
-over of 6.6 billion GBP
Operating Profit of 1.23 billion GBP (Increase of 35% last year)
23,000 employees in over 60 countriesOver 10 million products sold every dayRecently acquired BHI
- Boots Healthcare International, Adams Respiratory Therapeutics.
Reckitt Benckiser (India) Limited
It is experiencing a double digit growth with the revenue almost doubling in the last fiveyears. Reckitt Benckiser (India) manufactures and sells many different and successfulcategories under brands like Dettol, Harpic, Lizol, Cherry, Mortein and Veet etc. It isexpected to post revenue of over 17 billion INR in the current year and istargeting growth of 15% YOY in the coming years. Reckitt Benckiser is known for worldwide for itsproduct and marketing innovation.
STRATAGEM.... The SCM Strategy Game
PRODUCT PORTFOLIOBrief Summary of Reckitt Benckiser (India) Supply Chain Structure
Reckitt Benckiser (India) does in-house manufacturing of all the categories of products at Seven (7)Manufacturing locations. Apart from this, it also has arrangements with about 17 Co-packers. TheDistribution system followed by RB (India) is typical of any FMCG company. There are two paralleldistributions networks:a) Manufacturing plant > CFA >Distributor > Retailerb) Manufacturing plant > Regional Mother Go-down (RMG) > CFA >Distributor > Retailer.
Some Facts:
To meet the current changing retail scenario and increased demand Reckitt Benckiser (India) isplanning to further increase its manufacturing capacities beyond the existing 7 plants.There is one CFA per state and all the CFAs are handled by local 3PL partners. The RMG are situatedin 4 metros (Mumbai, Bangalore, Kolkata and Delhi) .Transfer of ownership of products happens atthe CFA level. The existing mode of transport for all the categories is by road.

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