RECKITT BENCKISER

HISTORY

Reckitt Benckiser is a leading British based manufacturer of cleaning products. TYPEPublic FOUNDED1814 1938 by merger to Reckitt & sons and J&J Colman . In 1999 by merger of Reckitt & Colman &Benckiser. HEADQUARTERS SLOUGH,England(U.K)

 INDUSTRYChemicals PRODUCTSCleaning

products,

Healthcare, Condiments. REVENUE--$5.3 Billion (2007) Net income--$938 million (2007) EMPLOYEES21,960(2006) WEBSITEwww.reckittbenckiser.com

OPERATIONS
The

company divides its branch into six categories , surface area , fabric care , dishwashing , home care , health & personal care & food.

BRANDS
AEROGARD

, AIR-WICK , BONJELA , CALGON , CHERRY BLOSSOM , DETTOL , DISPRIN , EASY-OFF , FRENCH-FOODS , GLASS- MAGIC , HARPIC , INTIMA LIASAN , JET-DRY , LYSOL , MORTEIN , MR.SHEEN , NUROFEN , ROBIN- BLUE , SAINIFLUSH , VANISH , VITROCLEAN , WOOLITE , YES , ZUD.

RECKITT BENCKISER INDIA LIMITED

Company

background

MARKET ANALYSIS

Market greeted the break up of the four year old joint venture between Reckitt Benckiser India and Nicholas Piramal India may appear surprising.
India stock , which was caught in the Rs 160170 range for much of july , surged 22% since the announcement to Rs 208. This stands out in an otherwise listless equity market.

The break up of joint venture means that power house brands which were part of the Reckitt Benckiser portfolio , before the joint venture will now revert to the company. In 1998 , R.B India transferred branch like dettol and disprin to a newly formed joint venture with Nicholas Piramal as marketing strengths in the OTC drug segments.

Companys net profits plugged 55% in 1998 impacted also escalation in costs. RBIL has quite a strong portfolio in the FMCG business , even without OTC brands. Dettol brand , in all its variants (antiseptic lotion , toilet soap & talcum powder) is estimated to have a size of Rs 200 crores.

BRAND DETTOL

Launched in India in 1933 in the antiseptic liquid form. Started its journey as cuts and wound brand in the country(protector from germs).

Distinct features of Dettol

Trademark smell. Amber gold colour. Clouding effect. Packaging. Consumers see Dettol as an expert, as something which is effective and versatile. Brands tag line- Be 100% sure.

The Antiseptic liquid market

The Antiseptic liquid market in India is estimated at Rs. 120 Crores in 2007 Communication: Dettols communication in the initial years was via medical detailing material, print advertisement in popular press and medical journals. This was followed by TV advertisements centered on first aid application for many years. Early 2008Aapka Dettol Kya Kya Karta Hai

Antiseptic Liquid market

Market Size
2005 2006 2007 Market Size Value (Rs Crore) 120.2 90.1 103.3

Market Size Volume (Kilo Ltr) 7339

MARKETING CLUB OF INDIA-MDI

5719 6499

PRODUCT CATEGORY

Antiseptic Liquid

Dettol Antiseptic Liquid is a product, which has many uses for protecting your family from germs: Used with mopping water to disinfect floors completely Used in washing laundry to disinfect your clothes For first aid and personal care uses. Dettol Antiseptic Liquid is a proven safe and effective antiseptic that kills various bacteria and provides protection against germs which can cause infection and illness. It can be used safely for gentle antiseptic wound cleansing and disinfecting. Available in a wide range of sizes from 50ml to 5 litre.

Dettol Shaving Cream Dettol Original Bodywash Dettol Wash proof Medicated Plaster Dettol Original Bodywash Dettol Skincare Bodywash Dettol Cool Bodywash

Determination of product pricing

Analyze the size and composition of your target market.

Research price elasticity for your product. Evaluate your product's uniqueness. Select your channels of distribution. Consider product life cycles. Analyze your costs and overhead. Estimate sales at different prices. Consider secondary pricing strategies. Select final pricing levels.

Other Players in the antiseptic liquid market:

Savlon: It is the key direct competitor in the Antiseptic Liquid market. It was launched with no sting with Savlon campaign. Suthol: G.D. Pharma launched Suthol antiseptic liquid in April 2006 in their stronghold state of West Bengal, which was positioned on soothing sensation, from irritation due to prickly heat, mosquito bites, aftershave, etc.

Market Share (Value) 2005 2006 2007

Dettol

86%

85%
13% 1%

84%
13% 2%

Savlon 13% Suthol 0%

MARKETING CLUB OF INDIA-MDI

Pricing for Dettol & Savlon for different sizes Dettol (Rs) Savlon (Rs) 50 ml 10.8 12.5 100ml 17 19.5 5ltr pack 500 N/A
Distribution for Dettol in 2007
Distribution (no of outlets) Volume Off take ( Mn. Litres) 16,07,669 6.43

All India

Northern Region

6,03,245

1.29

Eastern Region

3,80,580

1.18

Western Region

2,37,720

1.40

Southern Region

3,86,126

2.56

MARKETING CLUB OF INDIA-MDI

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