Marketing Mix of Reckitt Benckiser

Reckitt Benckiser is not so old company like others companies in the same industry. It was formed from a merger of Reckitt & Colman Plc,. and the Netherlands-based company Benckiser in the year 1999. Though the company is not well recognized yet, but its products are very popular in the market. Some of its popular products are Dettol, Durex, Veet etc.

Marketing Mix of Reckitt Benckiser

4 Ps of marketing mix of Reckitt Benckiser discusses the 4ps of Reckitt Benkiser.

Product Strategy of Reckitt Benckiser

Its slogan is health, hygiene, and home. The company’s position is powered by its strong portfolio of products and product brands. the products are segmented into 7 broad categories.

The product line of the company is fairly broad; the product mix has more than 100 brands that provide the company to diversify its revenue base. Under these brands, it has many types and versions of products.

Product Portfolio

• Fabric Care – Blanka, Hydra Excel, Calfort, Calgon, Vanish, Spray n Wash, Woolite, Robin
• Surface Care – Power clean, Espadol, Clean & Smooth, Lanolin, Cillit Bang, Lysol, Dettol, Harpic
• Home Care – Sprayfresh, Finish, Airwick, Mortein, Bom Ar, Pif Paf, Haze
• Health Care – Strepsils, Trix, Mucinex, Benagol, Nurofen, Nureflex, Gaviscon
• Personal Care – Cherry, Veet, Skincalm, Dettol, Sunbeam, Clearasil, Sagrotan
• Food – French’s Mustard, Potato Sticks, Fried Onions, Redhot, Nuggets, Cattlemen’s
• Pharmaceutical – Suboxone

Pricing Strategy of Reckitt Benckiser

A price helps a company to accept its products by the customers and earn the profit. A product can also be denied by the customers if it’s much higher comparing to the alternatives. So, a perfect pricing strategy is always important for the RB to make profit in one side, and be accepted by the customer on other side.

Reckitt Benckiser evaluates its prices periodically. It puts utmost importance to the price determination. They ensures fair price of their products, so that the customers can have those products at their perceived value. The prices are kept to the optimal value level. It is not so high or not so low.

Though the similar products from other companies are sold in the market at a low price, but still people want this brand at the existing price. RB has achieved the trust of the people. The products are priced based on the perception of the buyers’ value. RB uses the value based pricing strategy.
It sets relative price to its competitors.

Sometimes, RB uses Skimming Price strategy while introducing new product to the market. In the skimming price, a company launches a product at a high price and then reduce the price in time.

Place or Distribution Strategy of Reckitt Benkiser

The company has operations in more than 60 countries and its products are being sold in more than 180 countries across the world.

The company distributes its products mainly in two ways. The first one is the E-Commercial strategy. Here, the company sells its products online through its website. After selling confirmation, the company directly send the product to the customers’ places. Second, RB initially sells its products to the wholesalers. Then the wholesalers supplies the products to the retailers through different areas. Finally, the retailers sell the products to the final consumers.

RB uses its common distribution channels to distribute all of its products. This distribution channel is managed by large skillful workforce. This distribution channel directly delivers the products to the retailers. On other words, it is called the vertical integration. By this strategy, the RB achieves cost efficiency e.g. Bangladesh.

Promotion Strategy of Reckitt Benkiser

Generally, Reckitt Benksier promotes its products through different media channels.
Advertisement produces products for mass market. As the television is a common way to reach the mass market in the developing counties like Bangladesh or India, RB has been using television commercials to send the information of their products.
Also, RB uses the advertisement in the point of sales e.g. shops.

Recommendation

To reach the market and increase its sales, RB should keep more emphasize on its main product base. Price range should be reachable for the most of the population of mass market. Also, channels like social media should be utilized to reach the target market to utilize the marketing campaign more efficiently.