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[ CITATION Fou17 \l 1033 ]. 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.[CITATION 20De \l 1033 ]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[ CITATION Bra20 \l 1033 ]:
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[ CITATION Rb18 \l 1033 ]:
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[ CITATION Per17 \l 1033 ]:
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[ CITATION plc19 \l 1033 ].
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.