A Comprehensive Marketing Analysis of Reckitt Benckiser's Strategies

This report provides a comprehensive marketing analysis of Reckitt Benckiser, a leading UK-based health and hygiene product company. It begins with an introduction to marketing principles and the company's background. The analysis employs SWOT and PESTLE frameworks to evaluate the current market situation, considering political, economic, social, technological, environmental, and legal factors. The report then outlines marketing objectives for Reckitt Benckiser, emphasizing SMART goals. It also discusses the company's target market and segmentation strategies. Finally, the report examines the company's positioning and competitive landscape, identifying key competitors. The analysis highlights the company's strengths, weaknesses, opportunities, and threats, providing a detailed overview of its marketing practices and strategies.

Marketing Principles and Practices

Contents
INTRODUCTION.....................................................................................................................................3
1. Analyses the current situation of Reckitt Benckiser by using SWOT and PESTLE analysis tools......3
2. Marketing Objectives for Reckitt Benckiser that must include the SMART analysis and finding the
problem...................................................................................................................................................7
3. Discuss the target market for Reckitt Benckiser and segmentation......................................................9
4. Analyze the positioning and strategy of Reckitt and find its main competitors in global market.......10
Competitor of Reckitt & Benckiser-......................................................................................................10
CONCLUSION........................................................................................................................................13
REFERENCES........................................................................................................................................14

INTRODUCTION
Marketing is a process that can use different type of tool to promote the product and
services in marketplace. It is mainly used for the business process to manage the marketing
operations such as identifying demand of consumers, Building the profitability relations, market
strategy or planning etc. Marketing is an appropriate concept in terms of business process that
help for increase the productivity and profitability in marketplace. Reckitt Benckiser is the fastest
growing organization in UK which provide different type of health or hygiene related product to
the consumer. This report will discuss about the current situation of Reckitt Benckiser firm by
using the business tools such as Pestle and SWOT analysis. This assignment will describe the
marketing objective of Reckitt Benckiser that must be included the smart analysis of business
process. It will help for finding the problem and issues generated at the enterprise operations.
Furthermore, this report will discuss about the market targeting and Segmentation of Reckitt
Benckiser. At last, this assignment will evaluate a marketing action plan with the help of 4P’s of
marketing mix.
1. Analyses the current situation of Reckitt Benckiser by using SWOT and PESTLE analysis
tools
Reckitt Benckiser is a leading organization ink which based on the health or hygiene
related home product provide to the consumer. It is multinational company which established in
1999 by the merger of UK based Reckitt & Colman Plc. It includes different brand such as
Dettol, Strepsils, Sore threat medicine and other veet brand (Hackley, Hackley and Bassiouni,).
The company which has total strength of 40,000 people in it boasts of various top branding
products. This organization is created products that better for human life style which makes
world cleaner and healthier places. There are various type of business operations performed to
operate different popular brands.
PESTLE Analysis-
Pestle analysis is a type of strategic tool that help for analyzing the macro environment of Reckitt
Benckiser firm. This factor is directly impact on the organization in terms of personal and other
healthy products.

Political Factor- this factor play important role in the business operations that impact on the
Reckitt Benckiser firm for long term profit. The organization is operating various type of
personal care and other house hold products in different countries but there are certain risks
generated due to political factor. It will increase the level of corruption especially, in terms if
rules and regulation in health, hygiene sector. Nowadays, the rate of taxation should be increased
because incentive. Many people has earned a lot of extra money other than the annually salary. It
would directly impact on the rate of taxation.
Economic Factor- this factor includes saving rate, economic cycle, inflation rate and interest
rate etc. These are the factors that impact on the economy of country. This macro factor such as
competition norms that impact on the competitive advantage of organization (Ellis, 2018).
Reckitt Benckiser can use the nation’s economy factor such as company’s economic indicators
like customer spending etc.
Social Factor- Social culture is the important factor that impact on the entire environment of
organization. It depend on the beliefs and attitude of population that plays great role in the
market place where how Reckitt Benckiser understand the need and requirement off customers.
They can design the products on the basis of demand of clients.
Technological Factor- Technology is the fast disrupting in the different industries across the
world. Reckitt Benckiser is used the new technique and method for design an appropriate
product. On the other hand, they also used the automation technique to manufacture the
electronic products. Technology is a factor that speed up the slow process of business and
increase the profitability in marketplace. Therefore, technology impact on the cost structure in
personal and hygiene products.

Figure 1 PESTLE Analysis
(Source: PESTLE Analysis, 2018)
Environmental Factor- There are various type of norms and environmental standard which can
impact on the profitability of Reckitt Benckiser in the marketplace. The organization is follows
the environmental laws and regulations. For example- there are different European countries
follows healthy tax breaks to the organization that operate in the other sectors. Sometimes, Air
and water pollution rules in the personal, hygiene product in the industry (Worth, 2018).
Legal Factor- this type of framework and institution are not robust to protect the intellectual
property and rights of Reckitt Benckiser. An organization should be carefully evaluate while
entering in the market. Reckitt Benckiser should be considered such legal factors such as data
protection, Anti- trust law in hygiene, Health or safety law and discrimination law etc.
SWOT Analysis-
SWOT analysis is basically framework that can use to evaluate the Reckitt and Benckiser
competition Position in market. It also help for develop strategic planning to determine the
strength, weakness and threat or opportunities.
Strength- Reckitt and Benckiser has successful business of products that sells many top brand in
the marketplace. It involves Strepsils, Mortein, Durex and Dettol etc. It always trying to move
higher level of business in different categories to build a strong position so that they has helped
them to build successful brands in global world. The organization has focused towards the

intelligent acquisitions on the East Asian markets such as China and Japan. It also acquires the
small success yet increase the brand image in different areas. Reckitt and Benckiser have been
focused on the depending of penetration in the existing market to diversify the new products.
They operates 18 powerful brands and using the power of success to replicate the markets where
the company has limited presence.
Weakness- Weakness is important factor that needs to determine that where the business needs
improvements. In 2017, Reckitt and Benckiser facing problem regarding the leadership where it
affects the different operations functions such as Marketing, Information technology, developing
markets and personnel etc. The organization has been facing the excessively on their different
successful brands and increase 40% sales in market. Sometimes, it effects on the innovation
culture in the organization (Thomas, 2018). Reckitt and Benckiser spent 10 million pound to take
over the Johnson Company which operates in the nutrition products but it may turn out the
disaster and decrease the level of profitability.
Opportunities- Reckitt and Benckiser have been ramping up concern on the emerging market. It
has gained more profitability and productivity in marketplace. It also shows a lot of promised in
the future, especially the health and home care products. The organization try to use the different
innovative factor and applied in the business operations. This will help for improve the quality of
product and their services in proper manner.

Figure 2 Growth rate
(Source: Growth Rate of RB’s. 2018)
Threat- the Headquarter of Reckitt and Benckiser in UK so that they faced many problem
regarding the financial crisis due to the Brexit. It is relatively unstable commodity process that
escalated the price of many products. It became critical part or threat in the organization. The
organization also faces the competition from the other firm such as Procter and Gamble,
Smithkline Beecham etc. these are the competitors of Reckitt & Benckiser.
2. Marketing Objectives for Reckitt Benckiser that must include the SMART analysis and
finding the problem.
Marketing objective is a terms that acquire all the need and requirement of client,
afterwards, Reckitt and Benckiser is planning to set up their goals for achieving the success in
marketplace (Andreasen, 2018). The organization mainly use the smart objective for managing
the business operations and functions. Smart goals are strategically designed to manage and
support the enterprise structure.
SMART Objective Analysis-

Specific-
Reckitt Benckiser are designed well defined goals and focused towards the achievements.
The organization obtain two new billion dollar corporate client in the other countries. It is
required for company to plan specific strategy that help for increasing the productivity and
profitability. It only possible for communicating with the consumer to identify their need or
requirement. On the other hand, Goal power is important for business to pull the resources
towards it. It has to generate more power towards the objective of enterprises.
Measurable-
A goals without Measurable results such as way the competition between the Personal
products and client. There are various essential part of business that help for improve the overall
business process. Reckitt and Benckiser firm is mainly putting more efforts towards their goals
and also track all the improvement in the development. This process happen on daily basis to
target the employees because they help for generating the best results or outcomes.
Attainable-
Reckitt and Benckiser firm can set small goals and objectives beyond the reach because
No one has ever to build billion overnight. It is needed the best venture capitalists and investors
that support to invest money for establishment. The dreams of company has biggest but keep on
foot based on the reality. Initially, Reckitt and Benckiser is associated with the realistic mode to
understand the reality of business. They always try to improve the quality day by day by using
specific objectives.
Relevant-
The business goal and objective are based on the current situation of Reckitt & Benckiser firm
which requires to understand the business realities and climate. It may desire to do the best way
to increase the revenue in every year. But recession is affected the new competitors in market
due to financial crisis. In this way, it can be determined that the Reckitt and Benckiser goals are
not relevant to the current situation of market.
Time Based-
There is not accurate time frame work tried to goal setting method. Whether business objective
increase the revenue by 20 %. Reckitt & Benckiser found new clients and choose the time frame

to accomplish the objective. Once, the business are smart, it easily break down all the goals. It is
important for Reckitt & Benckiser firm to review their goals and adjust according to the need and
requirement.
3. Discuss the target market for Reckitt Benckiser and segmentation.
Reckitt & Benckiser market capitalization has also gain more success in past years, it has
moved in the bottom of 25 top most brand image in market place. It supported by the local
brands and strong portfolio, those who are leaders in their own markets. This organization is
smaller than the other competitors but it has a good culture and environment because of
innovative idea or proper executions. In this way, it has made up more successful (Le, 2018).
Reckitt & Benckiser is planning a strategies for targeting the market when providing the
best quality of products related health or hygiene at cheap rate. This is the biggest segmentation
in categorize the products such as hand wash etc. They also used the different type of fragrances
for both female and male because many people look at the sort of Freshness that find in the
different places such as bedrooms, bathrooms which need to do this things. Afterwards, Reckitt
& Benckiser has decided to bring this product in marketplace. In this way, many consumers are
attracted towards the product and purchase in market.
The important thing is that how it’s quickly accomplished the project but the firm bring
the product in market before testing the item. Afterwards, they had decided to launch a product
in market place. This is the best way to target the market. The most important part of business
where the consumer insight the need has been decided or generate idea of product. Reckitt &
Benckiser created entire new market segment through the product launch. This type of segment
is represented approx. 15% global sale in the air freshener’s items. Reckitt and Benckiser is a
brand with full of rich heritage and exciting future development, The brand essence has been
driven in delivering the best quality of product so it is better for company in terms of
development. New logo is representing as a passion, spirit for the business.
4. Analyze the positioning and strategy of Reckitt and find its main competitors in global market.

Competitive Positioning strategy is a type of value that offering by the brands, products
and relative services to another offering in marketplace. It is model with the simple graphic
which represent as competitive position map. It analyze that what offers against the competition
for different parameter (Doan, 2018). Reckitt and Benckiser having undertaken a complete
rebranding the exercise due to launch new product in marketplace. In this way, it has launched a
global identity and brand image in the market. It is beneficial for consumer to easily differentiate
the product and services.
The organization being introduced alongside as Reckitt Benckiser and move towards
their specific goals and objective. They can simplify their aim on the basis of international level.
They also launch a new logos which has been created by the brand agency and also inspire to
maintain their position and brand value of company. There are some important parameter that
helpful for maintain the position of brand image such as product quality, customer service, price
and performance etc. It help for organization to increase 50% revenue every year.
Competitor of Reckitt & Benckiser-
Company Revenue
Johnson & Johnson $ 81.6 Billion
Nestle $122.3 Billion
P&G $6.78 Billion
Uniliver $48.7 Billion
Table: 1
5. Evaluate operational marketing action plan that required to achieve objectives by using 4P’s

Reckitt & Benckiser is a multinational company which originated in British. The purpose
of organization to provide the health regarding product to the consumer because there are many
bacteria affect the human health so that they are decided to launch a product for people.
Marketing Mix is a basically action plan which analyze the brand which covers 4ps and also
demonstrate the marketing strategy.
Product-
Reckitt & Benckiser offers different type of product related the home care and health or
hygiene such as Dettol, Mortein, Strepsils, veet etc. The organization is combined with the latest
innovative concept with the customer needs and build relevant items (Sharma and Aggarwal,
2019). They also plans to enter into the pharmaceutical sector to expand the business all over the
world. Reckitt has collaborated with the various partner to address the issues. They manufacture
the products within regulation bodies and their safety established by the scientific or clinical
proved.
Price-
Price is important parameter of product where it needs a proper functioning and Reckitt
& Benckiser evaluate it. The organization has adopted the value based pricing strategy in terms
of marketing mix. It kept at the optimal level and customer perceptional level. They always
maintain the margin of profit by using pricing strategy. Reckitt & Benckiser believed that the
revenue generation is mainly focused on the economies development with emerging the
consumer potential.
Place-
Reckitt & Benckiser has established the company in UK in 1923. The first overseas the
business open in Australia. It is the global company that opened new business in different
countries. There are 40000 employees working for RB with various locations. It is the largest
single investment for company 105 Million.

(Source: 4Ps Marketing Mix. 2019)
Promotion-
Reckitt & Benckiser has adopted the innovative marketing strategy that support the
business development process. It can be used the different promotional activities such as digital
marketing, social media networking, print, billboards and broadcast. (Brandsma, 2018). It has
implemented innovative packaging where the consumers easily recognize the advertisement
concept. In UK, They has promote the product and service through advertisement. It also
involves the digital concept such as i-phone and many other applications. RB firm investing a
Figure 3 Marketing Mix