1. DEPARTMENT OF COMMERCE AND MANAGEMENT
MBA UNIT
SHIVAJI UNIVERSITY, KOLHAPUR
Name :- Harshal Dagaji Patil
Topic name:- Product mix of reckitt benckiser
2. Introduction
Reckitt Benckiser is a global success story: a world leader
in the global household, health and personal care sectors.
Their offer is simple - bigger, better and more competitive
opportunities to develop a rewarding career at the very
forefront of FMCG. They are listed on the UK stock
exchange and rank 23rd in the FTSE 100.
Their success is led by their Power brands - big-name
brands like Finish, Vanish, Dettol and Veet that aim to
achieve global market leadership. Through these they’ve
become No.1 in the vast majority of markets and
categories in which they compete. Backing up their Power
brands is a great portfolio of local hero brands.
3. They operate in no fewer than 60 countries, while
their brands are sold across 180. Their people are
the power behind these brands - around 23,000
talented, driven and entrepreneurial individuals,
all working together
4. Product Mixing
A product mix is consists of all the product lines and
items that a particular seller offers for sale. Reckitt
Benckiser’s product mix consists of six major product
lines; Fabric Care, Surface Care, Home Care, Health
Care, Personal Care, Food. Each product line consists
of several sub lines/brands & each line has many
individual items.
A company’s product mix has four important
dimensions; width, length, depth and consistency
5. i. Width
Product mix width refers to the numbers of
different product lines the company caries. Reckitt
Benckiser markets a fairly wide product mix
consisting of more than 100 brands organized into
six major product lines; Fabric Care, Surface Care,
Home Care, Health Care, Personal Care, Food,
Pharmaceutical.
6. ii. Length
Product mix length refers to the total number of
items the company carries within it is product
lines. RB typically carries many brands within
each line. Each brand consists of several
individual items.
7. iii. Depth
Product line depth refers to the number of
versions offered of each product in the line. RB
French's Mustard comes in a variety of flavors:
Honey Dijon, Spicy Brown, Horseradish and
Honey.
8. Name of Products According to
Categories
Reckitt Benckiser Produce & distribute a lot of
product all over the world. It is difficult to give
information about all these products. Here I am try
to introduce with several different products of
different categories of Reckitt Benckiser.
9. Fabric Care Surface
Care
Home Care Health Care Personal
Care Food
Calgon Cillit Bang Finish Strepsils Veet NoSalt
Vanish Lysol Airwick Mucinex Savlon-Dettol French’s Mustard
Spray ‘n Dettol Mortein Nurofen Clearasil French’s Potato Sticks
Woolite Harpic
Sprayfresh
Gaviscon Cherry French’s Fried Onions
Robin Powerclean
Bom Ar
Destac Skincalm
French’s Worcestershire Sauce
Blanka Clean & Smooth Neophos
Trix
Biactol Frank’s RedHot
Calfort Espadol Pif Paf Benagol Sunbeam Cattlemen’s
Hydra Excel Lanolin Haze Nureflex Sagrotan Nugget
10. Name Last Price Market Cap.
(Rs. cr.)
Sales
Turnover
Net Profit Total Assets
HUL 1,691.25 366,105.63 34,525.00 5,237.00 7,075.00
Dabur India 404.05 71,366.99 5,609.06 1,072.05 4,513.39
Godrej Consumer 676.25 69,123.98 5,261.02 999.87 4,641.59
Marico 348.50 44,986.62 5,170.41 718.23 3,163.57
P and G 10,780.05 34,992.84 2,455.29 374.59 805.50
Colgate 1,260.40 34,281.07 4,187.97 673.37 1,524.63
Gillette India 6,667.60 21,726.52 1,676.85 229.05 694.18
Emami 408.00 18,520.56 2,353.99 309.52 2,250.61
Godrej Ind 539.50 18,147.94 1,958.33 241.40 3,888.80
Jyothy Labs 184.55 6,776.84 1,699.73 160.53 960.25
Bajaj Consumer 315.50 4,653.63 831.21 216.27 518.86
Sanwaria Consum 9.10 669.85 5,069.27 100.44 1,584.97
JHS Svendgaard 28.40 126.49 138.38 28.05 177.71
GKB Ophthalmics 84.05 39.00 36.92 -2.58 36.83
Competition
11. iv. Consistency
The consistency of the product mix refers to how
closely related the various product line are in end
use, production requirements, distribution channels
, or some other way. RB product lines are consistent
insofar as they are consumer products that go
through the same distribution channels. The lines
are less consistent insofar as they perform different
function for buyers.
12. Conclusion
Reckitt Benckiser is a multinational company and it
always looking for increasing its business. These
product mix dimensions provide the handles for
defining the company’s Product strategy. The
company can increase its business in such ways. It
can add new product lines, widening its product
mix. In this way, its new lines build on the
company’s reputation in its other lines. It can add
more versions of each product and thus deepen its
product mix. Finally, the company can pursue more
product line consistency – or less – depending on
whether it wants to have a strong reputation in a
single field or in several fields.
