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RECKITT BENCKISER

Reckitt Benckiser is a leading British basedmanufacturer of cleaning products.

TYPEPublic FOUNDED1814

1938 by merger to Reckitt & sons and J&J

Colman . In 1999 by merger of Reckitt &Colman &Benckiser.

HEADQUARTERSSLOUGH,England(U.K)

HISTORY

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INDUSTRYChemicals

PRODUCTSCleaning products,Healthcare, Condiments.

REVENUE--$5.3 Billion (2007)

Net income--$938 million (2007)

EMPLOYEES21,960(2006)

WEBSITEwww.reckittbenckiser.com

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OPERATIONSThe company divides its branch into

six categories , surface area , fabric

care , dishwashing , home care ,health & personal care & food.

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BRANDSAEROGARD , 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 , SAINI-FLUSH , VANISH , VITROCLEAN ,WOOLITE , YES , ZUD.

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RECKITT BENCKISER

INDIA LIMITEDCompany background

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MARKET ANALYSIS Market greeted the break up of the four year

old joint venture between Reckitt BenckiserIndia and Nicholas Piramal India may appear

surprising.

India stock , which was caught in the Rs 160-170 range for much of july , surged 22% sincethe announcement to Rs 208.

This stands out in an otherwise listless equitymarket.

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The break up of joint venture means that

power house brands which were part of theReckitt Benckiser portfolio , before the jointventure will now revert to the company.

In 1998 , R.B India transferred branch likedettol and disprin to a newly formed jointventure with Nicholas Piramal as marketingstrengths in the OTC drug segments.

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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 (antisepticlotion , toilet soap & talcum powder) isestimated to have a size of Rs 200 crores.

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BRAND DETTOL

Launched in India in 1933 in the antisepticliquid form.

Started its journey as cuts and wound

brand in the country(protector from germs).

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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.

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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 medicaljournals.

This was followed by TV advertisementscentered on first aid application for many years.

Early 2008Aapka Dettol Kya Kya Karta Hai

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Antiseptic Liquid marketMarket Size

2005 2006

2007

Market Size Value (Rs Crore) 90.1 103.3120.2

Market Size Volume (Kilo Ltr) 5719 64997339

MARKETING CLUB OF INDIA-MDI

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PRODUCT CATEGORY

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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 providesprotection against germs which can cause infection andillness. It can be used safely for gentle antiseptic wound

cleansing and disinfecting. Available in a wide range of sizes from 50ml to 5 litre.

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Dettol Shaving CreamDettol Original BodywashDettol Wash proof Medicated Plaster

Dettol Original BodywashDettol Skincare BodywashDettol Cool Bodywash

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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.

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Other Players in the antiseptic liquid

market:

Savlon:It is the key direct competitor in the AntisepticLiquid market. It was launched with no sting

with Savlon campaign. Suthol:

G.D. Pharma launched Suthol antisepticliquid in April 2006 in their stronghold

state of West Bengal, which was positionedon soothing sensation, from irritation due toprickly heat, mosquito bites, aftershave, etc.

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Market Share (Value)

2005 2006 2007

Dettol 86% 85% 84%

Savlon 13% 13% 13%

Suthol 0% 1% 2%

MARKETING CLUB OF INDIA-MDI

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Pricing for Dettol & Savlon for different sizesDettol (Rs) Savlon (Rs)50 ml 10.8 12.5100ml 17 19.55ltr pack 500 N/A

Distribution for Dettol in 2007

Distribution (no of outlets) Volume Off take ( Mn. Litres)All India 16,07,669 6.43

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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