PGDM MARKETING (2018-2020)

ADAPTIVE MARKETING
LEADERSHIP

INDIVIDUAL ASSIGNMENT ON RECKITT BENCKISER

BY: GAURAV RAI

SECTION: E

ROLL NO - 201831018

COURSE INSTRUCTOR
Prof. Subodh Tagare

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INTRODUCTION
Reckitt Benckiser Group plc (RB) is a British multinational consumer goods company
headquartered in Slough, England. It is a producer of health, hygiene and home products. The
company was formed in 1999 by the merger of British company Reckitt & Colman plc and
Dutch company Benckiser NV. Its products are sold in nearly 200 countries. Reckitt Benckiser
organizes the majority of its products into three main categories – health, hygiene and home
with other brands belonging to three further categories: food, pharmaceuticals and portfolio
brands.

These days, individuals are progressively centered around cleanliness and wellbeing factors.
In this way, RB should concentrate on Hygiene Home business with the administration
readiness. In Health, RB ought to grow its portfolio by concentrating on protein powders.
Accomplishing solid stage in creating markets is a significant objective for RB. B. Toward the
start of this decade, RB's business was around 25% in creating markets and 75% in created
markets. We presently have a progressively adjusted part with around 40% of our business in
creating markets. This mirrors our methodology to move RB into the correct geologies, not the
perfect classifications. China – the world's biggest baby sustenance showcase, ought to be the
focal point of RB in this section.

Reckitt Benckiser ought to concentrate more on the advanced stages to upgrade the scope of
their items in undiscovered markets like developing economies on the planet where there is
high capability of infiltration.

Likewise Reckitt Benckiser can move to internet business stages as it will reach to the base of
the pyramid and serve to the potential clients. The perceivability of its current item ought to be
widely high as the items get an opportunity to sell through TOM review.

It is likewise essential for getting natural development for Reckitt Benckiser. This is another
basic methodology for upgrading their prime items and brands. Through acquisitions they can
bring critical monetary and shopper incentive to the business.

Valuing system is additionally a significant foundation for deciding the development and
achievement of RB. This will assist the brand with building a solid association with its clients
and to make client devotion.

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Innovative Product and brand development. RB can produce various variants of their current
products. The innovation should be consumer relevant so that the usage of the product becomes
more friendly.

Tight cost control to fund reinvestment in core brands and grow shareholder returns and
selective add on benefits for the shareholders. This helps to maintain the trust and investment.

RB also needs to monitor and control cost efficacy so that they have their goals achievable.
Through this the growth and profit will also increase. Cash management needs to be monitored
so that every possible opportunity is tapped.