Reckitt Benckiser

'Intelligence Everywhere'
GLOBALLY IN YOUR SERVICE

Presented by:

Sourabh gupta

Roll No 38

Mmm B”
 CONTENTS

CONCEPT
SECTOR SYNOPSIS
MAJOR CONTRIBUTERS
STRATEGIES
PRODUCT OFFERING
FUTURE PLANS
FUTURE EVENTS
COMPETITORS
GLOBAL EXISTENCE
INTERNATIONAL PRESENCE
!!!
 CONCEPT OF THE COMPANY

1800 STARTS!!!

RECKITT COLMAN

Reckitt Benckiser is No. 1 worldwide in its fabric care,

surface care and automatic dishwashing divisions, which
comprise, respectively, 24 percent, 19 percent and 12
percent of its revenue. In the fabric care segment, Reckitt's
brands include stain remover Spray 'n Wash, Woolite fabric
wash for delicate clothing and with America's bubble bath
but rather a solution for limescale buildup in both washing
machines and laundry. Reckitt's surface care leaders include
Lysol, America's No. 1 disinfectant, and Neutra Air,
introduced in 2003, which provides the pleasant scent of an
air freshener as well as acting as a disinfectant--it
purportedly kills odor-causing airborne germs, thereby
freshening a room. The company's washing products are
marketed as Calgonit in most of Europe, and as Vanish in
India.
 RECKITT BENCKISER

INDIA LTD.

Reckitt Benckiser India Ltd appointmented Mr. Stefan Gaa

as the Regional Marketing Director, South Asia.

Mr. Gaa, who is replacing Ms Anne Engerant, will be

responsible for the marketing functions in South Asia, which
includes India, Sri-Lanka, Bangladesh and Indonesia. India
is the headquarters for Reckitt Benckiser's South Asia
business and Mr Gaa will be based in the corporate head
office at Gurgaon.

"India is a key market for Reckitt Benckiser and has been

doing well, with double digit growth for the past couple of
years. I am looking forward to this assignment and aim to
drive Reckitt Benckiser India and South Asia to greater
heights," said Mr Stefan Gaa.

Mr Gaa joined Reckitt Benckiser Germany in October 2000

in the marketing team, where he initially worked on Airwick
(a leading air care brand internationally). He then moved on
to working on products such as the automatic dish washing
(ADWD) brand, Calgonit (Finish in India), then to the UK as
Global Brand Manager responsible for ADWD for North
America and developing markets. In April 2005, he moved
as Global Brand Manager, Innovation, before moving to join
the Indian team in September 2006.

Business Owner

UDYOG VIHAR GURGAON

122001
NEW DELHI
t: 4028000
w: http://www.reckittbenckiser.com/
e: None Supplied
SECTOR SYNOPSIS:
SECTORAL SYNOPSIS:-

Fast Moving Consumer Goods

(FMCG)

FMCG IN INDIA
India's rural markets have seen a lot of activity in the last few years.
Since penetration levels are pretty high in most categories, future
growth can come only from deeper rural penetration. FMCG majors
are aggressively looking at rural India since it accounts for 70% of the
total Indian households Despite the strong presence of MNC players,
the unorganized sector has a significant presence in this industry. In
most categories, unorganized sector is almost as big as the organized
sector, if not bigger.

Penetration level as well as per capita consumption in most product

categories like toothpaste, air spray, shoe polish, skin care, hand wash
etc in India is low indicating the untapped market potential.
Around 70 per cent of the total households in India (188 million) reside
in the rural areas. The total number of rural households is expected to
rise from 135 million in 2001-02 to 153 million in 2009-10. This presents
the largest potential market in the world. The annual size of the rural
FMCG market was estimated at around US$ 10.5 billion in 2001-02.
With growing incomes at both the rural and the urban level, the market
potential is expected to expand further.

CLASSIFICATION OF FMCG PRODUCTS IN INDIA

Household Care Products

Fabric wash (laundry soaps and synthetic detergents); household
cleaners (dish/utensil cleaners, floor cleaners, toilet cleaners, air
fresheners, insecticides and mosquito repellents, metal polish and
furniture polish).

Personal Care Products

Skin care, personal wash (soaps); and toiletries; hygiene; paper floor
wash ; shoe polish ; hand wash products.

OVERVIEW
The consumer product sector mainly consists of personal care, and
home products segments. The sector can be further sub-divided into
soaps, detergents, surface cleaning products, skin care, hand care, and
toilet care products.

The sector is divided into two distinct segments - the premium segment
catering mostly to urban higher/upper middle class and the popular
segment with prices as low as 25%-30% of the premium segment,
catering to mass segments in urban and rural markets. The premium
segment is fewer prices sensitive and more brands conscious.
The industry is volume driven and is characterized by low margins. The
products are branded and backed by marketing, heavy advertising,
slick packaging and strong distribution networks. Also, raw material
prices play an important role in determining the pricing of the final
product.

Brand building and extensive distribution network is a key factor. A

successful brand is a precious asset, which could fetch a price many
times the cost of assets required to make the product

MAJOR CONTRIBUTERS TO THE COMPANY:

Colgate-Palmolive India

Colgate Palmolive India is a 51 per cent subsidiary of Colgate Palmolive

Company, USA. It is the market leader in the Indian oral care market,
with a 51 per cent market share in the toothpaste segment, 48 per cent
market share in the toothpowder market and a 30 per cent share in the
toothbrush market. The company also has a presence in the premium
toilet soap segment and in shaving products, which are sold under the
Palmolive brand. Other well-known consumer brands include Charmis
skin cream and Axion dish wash. The company reported sales of US$
226 million in 2003-04. The company’s strategy is to focus on growing
volumes by improving penetration through aggressive campaigning and
consumer promotions. The company plans to launch new products in
oral and personal care segments and is prepared to continue spending
on advertising and marketing to gain market share. Margin gains are
being targeted through efficient supply chain management and bringing
down cost of operations.

Hindustan Lever Ltd (HLL)

Hindustan Lever Ltd is a 51 per cent owned subsidiary of the Anglo-
Dutch giant Unilever, which has been expanding the scope of its
operations in India since 1888. It is the country’s biggest consumer
goods company with net sales of US$ 2.4 billion in 2003. HLL is
amongst the top five exporters of the country and also the biggest
exporter of tea and castor oil. The product portfolio of the company
includes household and personal care products like soaps, detergents,
shampoos, skin care products, colour cosmetics, deodorants and
fragrances. It is also the market leader in tea, processed coffee, branded
wheat flour, tomato products, ice cream, jams and squashes. HLL
enjoys a formidable distribution network covering over 3,400
distributors and 16 million outlets. In the future, the company plans to
concentrate on its herbal health care portfolio (Ayush) and
confectionary business (Max). Its strategy to grow includes focusing on
the power brands’ growth through consumer relevant information,
cross category extensions, leveraging channel opportunities and
increased focus on rural growth.

Procter & Gamble Hygiene and Health Care Limited

Richardson Hindustan Limited (RHL), manufacturer of the Vicks

range of products, was rechristened ‘Procter & Gamble India’ in
October 1985, following its affiliation to the ‘Procter & Gamble
Company’, USA. Procter & Gamble Hygiene and Health Care Limited
(PGHHCL) acquired its current name in 1998, reflecting the two key
segments of its business. P&G, USA has a 65 per cent stake in
PGHHCL. The parent also has a 100 per cent subsidiary, Procter &
Gamble Home Products (PGHP). The overall portfolio of the company
includes healthcare; feminine-care; hair care and fabric care businesses.
PGHH operates in just two business segments - Vicks range of cough &
cold remedies and Whisper range of feminine hygiene. The detergent
and shampoo business has been relocated globally to Vietnam. The
company imports and markets most of the products from South East
Asian countries and China, while manufacturing, marketing and export
of Vicks and sanitary napkins has been retained in India. The company
reported sales of US$ 91 million in 2002-03. The parent company has
announced its plan to explore further external collaborations in India to
meet its global innovation and knowledge needs.

Nirma Limited
Nirma Ltd, promoted by Karsanbhai Patel, is a homegrown FMCG
major with a presence in the detergent and soap markets. It was
incorporated in 1980 as a private company and was listed in fiscal 1994.
Associate companies’ Nirma Detergents, Shiva Soaps and Detergents,
Nirma Soaps and Detergents and Nilnita Chemicals were merged with
Nirma in 1996-1997. The company has also set up a wholly owned
subsidiary Nirma Consumer Care Ltd, which is the sole marketing
licensee of the Nirma brand in India. Nirma also makes alfa olefin, fatty
acid and glycerin. Nirma is one of the most successful brands in the
rural markets with extremely low priced offerings. Nirma has plants
located in Gujarat, Madhya Pradesh and Uttar Pradesh. Its new LAB
plant is located in Baroda and the soda ash complex is located in
Gujarat. Nirma has strong distributor strength of 400 and a retail reach
of over 1 million outlets. The company reported gross sales of US$ 561
million in 2003-04. It plans to continue to target the mid and mass
segments for future growth.

:PRODUCT OFFERING :

This is a list of the brands owned by Reckitt Benckiser. Not all brands
are sold in every country, and the same product may be sold under
different brands in different countries. In INDIA the products are

LIZOL

LIZOL is dish washing liquid which was introduced to India in 1998. it

was the first product which was in liquid format. Lizol in 2007 has a
25% market share and it’s a middle class oriented product.

MORTEIN

Mortein was introduced in India in 1999. it was a anti mosquito

Liquid vaporizer, which gave a big competition to the other products

like jet and all-out. It started getting the market share and achieved
45% out of total market share in India.
DETTOL

Dettol is a very famous product in India. Total market share of dettol is

86%. This product has a monopoly in the market , instead of having
competetors

AIRWICK

It is a latest product of the company. which was launched in India in

2006. it’s a freshener used cars and room. It’s a world famous product
and having 70 % of market share in America and 66 % in uk.

CLEARSIL

Clearasil is a world famous product of the company and having 56%

market share in India. It is one of its kind and very famous in uk.

DIP IT

It’s a stain washer, and highly use full product steal and other antiques.

DISPRIN

It’s a medical product and very famous in people for headache. It’s a
pain reliever and having 40 % market share in India according to latest
reports.

HARPIC

Harpic is a disinfectant and a toilet cleaner. Having 67%

market share in India, it’s a very famous product which

is consistently grabbing the trust of the market.

STREPSILS

Strepsils sore throat lozenges.

VANISH

Vanish is a product which already famous in the world and introduced

in India at the time when the economy is booming in India. The market
of VANISH is not very much in India but the company is still hoping
that the market will grow in the next 4-5 years.

EASY OFF

EASY OFF BANG is a stain remover. It is meant for middle and higher
level families. It has a 41% of market share in its category.

VEET

Veet is a latest product of the company which was introduced in India

in 2001 and in 2003 this product was re-launched after some correction
in the product’s quality. Right now the product is having 39% of the
total market share.

Cherry

It’s a shoe polish and was introduced in Indian market in 1988. The
market share of the product is 44% in liquid format and 65% in paste
format.

STRATEGY OF THE COMPANY

Our strategy for profitable growth involves:

Focusing on our strong brands in the categories with highest growth

potential

Innovative product and brand development

Geographic roll out of our key brands and categories

Above-average investment in brand building

Tight cost control to fund reinvestment in core brands and grow
shareholder returns

Selective add-on acquisitions

FUTURE PLANS
FUTURE: GURGAON: The Rs 1,200-crore Reckitt Benckiser, maker of
brands such as Dettol, Lizol, Cherry Blossom and Disprin, has kicked
off an aggressive strategy aimed at safeguarding the germ protection
positioning its flagship Dettol soap and liquid antiseptic brand has ruled
over for years.

Though the Rs 400-crore Dettol continues to lead the antiseptic liquid

handwash market with over 50% share, rival Hindustan Unilever’s
(HUL) mass-priced soap brand Lifebuoy has begun taking away share
from Dettol in recent months, even though marginally. HUL has been
pushing Lifebuoy on the same hygiene and germ protection platform
that Dettol is synonymous with.

Reckitt Benckiser has decided to reposition Dettol — its highest selling

brand — from just premium to address the mass segment as well. Dettol
liquid handwash is in the process of being rolled out in 135-ml packs
priced at Rs 38 across all three variants — original, skincare and
sensitive. Dettol soap, too, has been introduced in a smaller SKU of 35
gm priced at Rs 6.

When contacted by ET, Reckitt Benckiser India MD Chander Sethi

said: “It’s the first time we have introduced Dettol in small packs such
as these. The move is part of our overall strategy to address diverse
consumer needs.”

While the Rs 1,200-crore Reckitt has had small SKUs for other brands
in its portfolio such as disinfectants Harpic and Lizol and mosquito
repellent Mortein, it’s the first time that Dettol’s soap variants are being
introduced in small packs.
Prices of other Dettol variants remain unchanged as of now. The 250-ml
handwash continues to be priced at Rs 55, the 1-litre pack is priced at
Rs 150 while the 100-ml refill pouch is priced at Rs 30. Rival Lifebuoy
handwash soap is currently available in three SKUs: Rs 40 for 200-ml,
Rs 70 for 540 ml, and at Rs 150 for 900 ml. Its refill pack is priced at Rs
25 for 180 ml.

Dettol is poised for a spate of brand extensions in the personal care

space including gels, sanitisers and beauty products. While declining to
divulge specific future plans, Mr Sethi indicated:

“We are planning to roll out many variants of Dettol, but each of these
will continue to occupy the brand’s core germ protection positioning.”
Reckitt Benckiser has set a sales target of Rs 1,000 crore for its Dettol
brand by year 2010. The company recently concluded a Rs 125-crore
capacity expansion exercise with two new plants in Jammu and
Sitargunj in Uttaranchal

FUTURE Events

Our next company events are listed below:

13 February 2008 - Annual Results 2007

24 April 2008 - Q1 Results 2008

1 May 2008 - AGM 2008

28 July 2008 - Half Year Results 2008

27 October 2008 - Q3 Results 2008

 MAJOR COMPETORS:
•
• Clorox

• Colgate-Palmolive
• Henkel
• Procter & Gamble
• S. C. Johnson & Son
• Unilever
• Hindustan uniliver ltd.

GLOBAL EXISTENCE

Reckitt benckiser is well known company in the world

its corporate office is situated in London.

RECKITT BENCKISER

YEARLY REPORT

Company Profile: Reckitt Benckiser PLC

Ticker: RB
 Exchanges: LON

2006 Sales: 4,922,000,000

Major Industry: Chemicals

Sub Industry: Household Chemicals

Country: UNITED KINGDOM

Employees: 21900

International Business Description

Reckitt Benckiser PLC. The Group's principal activity is

manufacturing and selling household and healthcare products. The
Group's Household Health & Personal Care division consist of five
product categories namely Fabric Care, Surface Care, Dishwashing,
Home Care and Home & Personal Care. Products under this division
are fabric softeners, antiseptics, disinfectant, laundry detergent,
analgesic, waxes, polishes, air care, pest control, shoe care, garment
care, dishwashing liquid, deodorisers and water softeners. Brands
under this division are Dettol, Kukident, Disprin, Strepsils, Clearasil,
Veet, Vanish, Resolve, Spray 'n Wash, Napisan, Woolite, Calgon,
Quanto, Ava, Dosia, Lysol, Sagrotan, Pine-O-Cleen, Harpic, Easy-Off
Bang, Easy-Off Oven, Mop & Glo, Lime-A-Way, Poliflor, Old English
and Finish. The Food division provides product such as mustard,
mayonnaise, barbecue sauce, hot sauce and French Fried Onions.
Brands under this division are French's, Frank's Red Hot and
Cattlemen.
 Background :-

Reckitt Benckiser Inc., a subsidiary of U.K.-based Reckitt Benckiser

plc, manufactures, markets and sells household, cleaning and speciality
food products in North America. These products include LYSOL
cleaners and disinfectants, EASY-OFF® cleaners, RESOLVE®
cleaners, AIR WICK scented candles and deodorizers and FRENCH'S®
mustard.

Where we're located:-

Our Regional Center is located in Parsippany, NJ and our world-class
Technical Center is in Montvale, NJ. We also operate offices,
manufacturing facilities and logistic centers throughout the U.S. and in
Toronto, Canada

HEAD CORPORATE OFFICE OF THE COMPANY:-

RECKITT BENCKISER

Head Office: 67 Alma Road, Windsor, Berkshire SL4

3HD slough
Tel: 0175 383 5835
Market: LSE Main - Personal Care

Our worldwide presence

Spans 120 countries

Consists of 20,000 employees

Generates over $4 billion in revenue

Supports brand names consistently recognized in the area of

disinfection

INTERNATIONAL BRANDS :

PRODUCTS OFFERING INTERNATIONALLY:-

Brands

This is a list of the brands owned by Reckitt Benckiser. Not all brands
are sold in every country, and the same product may be sold under
different brands in different countries.

Aerogard

Air Wick

Amphyl

Bonjela

Brasso

Calgon

Calgonit

Cattlemen's

Ceraclen (Germany, Austria, Switzerland)

Chore Boy (this brand was just divested to Prestige)

Cillit

Clean and Smooth

Clearasil (part of Boots Healthcare International (BHI) purchase in
October 2005)

Cling

Cling Free

d-Con

Dettol

dip-it

Disprin

Easy-Off

Easy On

Electrasol

Finish

Frank's Red Hot

French's Foods

Gaviscon

Glass Magic

Glass Mates

Glass Plus

Glassex

Harpic

Hoffmann's (Germany, Austria, and Switzerland)

Jet-Dry
Lemsip

Lewis Red Devil

Lime-A-Way

Lysol

Masterpiece Metalist

Mop & Glo

Mortein

Mr. Sheen

Nurofen (part of BHI purchase)

Neutra-Air

Noxon

Old English

Perk

Precision Blend

Resolve

Rid-X

Sagrotan

Sani-Flush

Senokot

Spray 'n Starch

Spray 'n Wash

Strepsils (part of BHI purchase)

Vanish

Vani-Sol

Veet

Vitroclen

Vivid

Wenol (Metal Polish, sold in Germany)

Reckitt Benckiser. Is an oldest company which provides

various products to their customers with reliability and trust.