Marketing Plan of Reckitt Benckiser Assignment

Marketing Plan of Reckitt Benckiser (RB)
1-INTRODUCTION
1.1 COMPANY’S BACKGROUND & BRAND INTRODUCTION
1 Dr. John Smith Pemberton invented the Coca-Colaon May 8, 1886 in Atlanta Georgia
(US). In
2 1894, a fountain seller named Joseph A. Biedenharn introduced the concept of selling
these
3 prepared drink in bottles.By the end of the 20
4 th
5 century Coca-Cola became the largest
6 manufacturer, distributor and marketer of non-alcoholic beverages and syrups in the
world. The
7 company has a variety of over 500 sparkling and still brands which include; Fanta,
Sprite,
8 POWERADE, Minute Maid etc.(The Coca-Cola Company, 2018). Coca Cola has
expanded its
9 presence to Sri Lanka and has a strong presence in the beverage market under the
name Coca-
10 Cola Beverages Sri Lanka Ltd (CCBSL)(LinkedIn, 2018). The following product is chosen
to be
11 launched in the Sri Lankan market:
12 Dr. John Smith Pemberton invented the Coca-Colaon May 8, 1886 in Atlanta Georgia
(US). In
13 1894, a fountain seller named Joseph A. Biedenharn introduced the concept of selling
these
14 prepared drink in bottles.By the end of the 20
15 th
16 century Coca-Cola became the largest
17 manufacturer, distributor and marketer of non-alcoholic beverages and syrups in the
world. The
18 company has a variety of over 500 sparkling and still brands which include; Fanta,
Sprite,
19 POWERADE, Minute Maid etc.(The Coca-Cola Company, 2018). Coca Cola has
expanded its
20 presence to Sri Lanka and has a strong presence in the beverage market under the
name Coca-
21 Cola Beverages Sri Lanka Ltd (CCBSL)(LinkedIn, 2018). The following product is chosen
to be
22 launched in the Sri Lankan market:
Reckitt Benckiser (RB), a FMCG multinational corporation was founded in December 1999
by the merger of Benckiser N.V. (Dutch company) and Reckitt & Colman plc (British
company). The company is headquartered in Slough, England with its product being sold in
nearly 200 countries world-wide (Anon., 2017). The company is one of the largest
manufacturers & distributor of home, hygiene & health products. The company has 19
brands, selling a variety of products which includes; Strepsils, Dettol, Veet, Airwick, Vanish
etc. (Anon., n.d.)Recently the company’s brand Dettol has added a new product to its
product line known as ‘Dettol hand sanitizer’.

To analyze the internal and external factors affecting the new product & to mark the
performance in comparison to industry competitors, the Strength, Weakness, Opportunities
& threats (SWOT) of new product is analyzed (students, 2016):
STRENGTHS:
1. Strong promotion through print
media & advertising media
2. Providing portable packaging of
products/goods while keeping it
cost-effective
WEAKNESS:
1. Selling of expired products by
retailers
2. Slow market expansion
OPPORTUNITIES:
1. Improvement of distribution
system
2. Expanding the business through
the acquisition of other
companies.
THREATS:
1. Low cost/poor quality
substitute product available
in the market
The weakness can be eliminated by designating the company’s sales people for the
inspection of selling of expired products at different retail outlets. RB can eliminate the
threats by creating awareness among the consumers to buy good quality products to keep
themselves protected & healthy.
1.2 CAMPAIGN PURPOSE
The purpose of the Dettol hand sanitizer is to kill bacteria up to 99.9% & keep people of all
ages safe & healthy.
1.3 COMPANY’S OBJECTIVES
In order to generate above average profitable growth RB focuses on following objectives
(R.b., 2018):
a) Continuous improvement & innovation
b) Higher investment in brand building
c) Geographic expansion of the portfolio
d) Developing supreme quality brands in high growth categories
In order to encounter the political, economic, social, technological, legal & environmental
(PESTLE) challenges affecting the new product, PESTLE analysis is performed by the RB,
described below (Perera, 2017):
POLITICAL: ECONOMIC:

1. Business will be affected due to
uncertain & unstable climate and
economic conditions.
1. Robust GDP growth in new &
existing markets.
2. Strong fluctuations in currency
markets
SOCIAL:
1. Vigilant implementation of
promotional ads
2. Life expectancy will be increased
with an increase in cost health
care products.
TECHNOLOGICAL:
1. Company will focus on
sustainable technology
development.
2. The company will strengthen its
brands with an exceptional rate
of innovations which must be fast
to market, cost effective and of
great performance.
LEGAL:
1. Modification in tax laws and
regulations imposed on the
products.
ENVIRONMENTAL:
1. Initiating sustainability by
reducing carbon foot prints.
2. Sustainable sourcing and supply
chain.
1.4 KEY PERFORMANCE INDICATORS (KPI’S)
a) Reduce carbon foot prints by sending zero waste to land fills
b) Reduce manufacturing waste per unit of production
c) Produce innovative products by focusing on R& D
d) To reduce lost work day accident rate (plc, 2019).
2 - TARGET AUDIENCE
Reckitt Benckiser (RB) brand Dettol is one of the most trusted and a popular brand of
antiseptics around the globe. The product is recommended to by doctors & other health care
professionals to families because of its ability to kill the germs up to 99% & keep families
healthy and strong. This hygienic product has no segmentation since it’s a product for whole
family. Everyone including children, adults and old age people around the globe can use the
product any time and keep them safe from germs.
All types of available promotional media such as print, broadcast, billboards and social
media apps will be used for advertisement and promotion of the product. Company will
implement consistent and innovative packaging which consumers recognize and associate.

Reckitt Benckiser will pay huge emphasis on advertising. It will also invest in digital world by
building new application for its products.
Company has already established its product portfolio in Europe and now it plans to extend
its portfolio by distributing products in Far East markets. The company will target the
personal hygiene market in developing countries of South Asia and East Asia. The company
advertisements will target middle class consumers in urban areas. Reckitt Benckiser also
plans to increase sales in developing countries through acquisitions while ensuring the
credentials of the Dettol brand is not compromised (Anon., n.d.).
3 - CAMPAIGN STRATEGY
3.1 CONTENT STRATEGY
One of the most challenging task for Reckitt Benckiser’s brand ‘Dettol’ is to increase
awareness of the newly launched Dettol hand sanitizer and to drive consumption among its
targeted audience. To accomplish the desired goal, Dettol will implement a systematic
approach in which it will use various channels not just limited to YouTube, Facebook,
Instagram, but also other offline channels like TV, in-store and printed advertisement for the
awareness of product. Bloggers & you tubers aims to play a key role in the advertisement of
the product. Dettol in collaboration in with different you tubers and bloggers will create and
displays media content that will boom among the audience achieving great success. The
content will be viewed by billions of YouTube viewers which will help the company in
achieving the desired goal which includes (a) Up rise in awareness of the brand, (b) Up lift in
consumer consideration and (c) Consumer interest in the brand. (Anon., n.d.) (Denis, 2018).
The company aims to display following content on YouTube, Facebook and Instagram:
(a) Short animated video for children featuring the use of Dettol products
(b) Paid promotions by bloggers/you tubers
(c) Talk show being hosted by different celebrities across the globe discussing and
highlighting the importance of using hygienic products like Dettol to keep people
protected and healthy.
In a nutshell, Dettol will be to achieve the desired results by implementing following digital
marketing strategies
a) By integrating various channels together while keeping few channels important.
b) Spending a lot of time and resources in creating meaning full content by analysing
targeted audience, consumer preferences & interest. For example: where and how

the audience spend their time, how to engage the audience, and which data/insights
might prove to be helpful.
c) Gathering of real time data needed to create specific content at specific time.
d) Collaboration with various marketing/branding agencies and social media bloggers &
you tubers on different social media platforms. (Mohsin, 2017):
3.2 CHANNEL TACTICS
Selection of the most suitable distribution channel plays a vital role in determining the sales
levels and costs of the product. The selection of a distribution channel depends on various
factors which are described as follows (Barin, 2009):
a) Distance between the customers & the sellers
b) The various types of products being transported to the retailers
c) Lead times requirement
d) Goods transportation costs
There are a various types of distribution channel tactics available in the market that Dettol
have chosen from. These various type distribution channel strategies are defined as follows
(Essay, n.d.):
a) Intensive Channel
b) Selective Channel
c) Exclusive Channel
d) Direct Channel
Since the Dettol hand sanitizer should target the consumers of all ages without any
discrimination and should readily be available at all retail stores across the globe thus, the
brand for Dettol hand sanitizer will use intensive channel strategy.
In order to flourish the business, placing the right product at the right time in right place will
not only be necessary enough to be successful but it also requires implementation of good &
effective communication strategy with target market/audience. The promotional strategy of
the company defines the market place about who the company is, how they produce
products of good quality and the channels from the consumer/customer can purchase the
product. (Anon., 2011) The company will be using electronic & print media to display
advertisements & create awareness of the product among the consumers. To increase the
sales, RB will sponsor the different health conferences held by various hospitals & different
events being held in educational institutes to increase the market share.
Recommendations for Improvement:
The company should work upon the following areas of improvement:

a) The company has any average distribution network across the rural areas. This is
why the firm fails to fulfil the demand of the customer in these areas. RB should set
up more productions plants near these areas & should select better distribution
channels so the sales of the product can be increased & consumer demands are
fulfilled.
b) The uncertain rise and fall in the prices hinder the sales of the company. The retailers
get into dilemma whether to place the subsequent order or not because fluctuation in
prices hinder the profit margin of retailers and result in the blockage of the
items/goods. So, to boost the sales the company should try to keep same pricing
strategy during all seasons.
3.3 CAMPAIGN MEASUREMENT
To attract the new customers & to boost the sales of the product RB will demonstrate the
best practices of implementing various measurement approaches. To gather real time data
for content creation and identification of KPI’s RB will use following tools (Mullins, 2009):
a) Google Analytics, a measurement tool used for digital marketing of the product.
This reliable tool will help the company in measurement of various on-site metrics. It
will help in the identification of the route taken by the customer for purchase of the
product. It will also help the company in recovering of information which includes
conversion rates, number of impressions etc. required for the evaluation of KPI’s.
b) Customer Relationship Manager (CRM), a tool which will help the company in
acquiring information based on elements like capturing of lead time, position of
consumer in sales pipeline and a host of other vital qualities.
c) Survey/study data, a tool which will the company in measurement of sentiments and
deviations built on the campaign/promotion.
To evaluate the success gauge of the business company will use the following
measurement approach:
a) Benchmark Performance: This method will enable the company in creating a
baseline benchmark. By using previous campaign and survey data collected from
different vendors the company will be create and assess the benchmark.
b) A/B Testing: A type of variant testing which is used to measure the efficacy of
certain messages/tactics. This testing tool will enable the organization to track real-
time optimizations which will enable the best performing message to be robotically
served to the consumers who answer/respond to most to it.

c) Total Quality Management (TQM): RB has an independent department that deals
with quality assurance (QA) of the items. By using TQM the department will ensure
that quality of products is maintained throughout the supply chain i.e. from the time
when the product’s raw materials are purchased from the supplier to the time when
the product is delivered to the customer. To ensure that appropriate materials are
used during the manufacturing of the products, the QA team with the help of TQM will
test the product at each level of production. This will help the QA team to ensure the
quality of service being provided to the consumers.
This marketing plan consisting of various analysis, identification of objectives & KPI’s,
marketing & channel strategies will enable the company RB in selling the products to its
targeted audience. By implementing these specific strategies the company will be able to
boost the sales of its existing and newly launched products.
References
Anon., 2011. Hygiene Market Growth in Emerging Markets. [Online]
Available at: https://www.businesswire.com/news/home/20110714006084/en/Research-and-
Markets-Dettol-Case-Study-Targeting-the-Personal-Care-Market-in-the-Far-East---2011---
The-Personal-Hygiene-Market-Is-Witnessing-Good-Growth-in-Emerging-Markets
[Accessed 11 December 2020].
Anon., 2017. Four Economist of Reckitt Benckiser. [Online]
Available at: https://www.economist.com/britain/2017/09/07/four-of-reckitt-benckisers-senior-
executives-walk-out
[Accessed 12 December 2020].
Anon., n.d. Complete Guide to Campaign Measurement. [Online]
Available at: https://civilian.com/a-complete-guide-to-campaign-measurement/
[Accessed 12 December 2020].

Anon., n.d. Target Market. [Online]
Available at: https://blog.hootsuite.com/target-market/
[Accessed 11 December 2020].
Anon., n.d. Wikipedia. [Online]
Available at: https://en.wikipedia.org/wiki/Reckitt_Benckiser
[Accessed 11 December 2020].
Barin, I., 2009. FMCG companies specific distribution channels. Studies and Scientific
Researches. Economics Edition.
Denis, T., 2018. Digital marketing strategies of companies in FMCG market, St. Petersburg:
s.n.
Essay, U., n.d. Distribution Channels in FMCG Markets. [Online]
Available at: https://www.ukessays.com/essays/marketing/effectiveness-and-efficiency-of-
distribution-channel-in-fmcg-marketing-essay.php
[Accessed 12 December 2020].
Mohsin, M., 2017. Strategic Managment of FMCG Companies, s.l.: s.n.
Mullins, L. J., 2009. Management and organisational behaviour.. 8th ed. s.l.:s.n.
Perera, R., 2017. The PESTLE Analysis. s.l.:s.n.
plc, R. B., 2019. Annual Report, s.l.: s.n.
R.b., 2018. Reckitt Benckiser Annual Report, s.l.: s.n.
students, A. g. t. S. f. b. s., 2016. Alan Sarsby. s.l.:s.n.