Overview

• Introduction• Product• Price - Thilini Jayasundara

• Place - Asjad Hameed

• Promotion - Dhananji Jayasinghe

•SWOT Analysis - Thilini Jayasundara

•Conclusion - Asjad Hameed

Vinothini Govindapillai

Reckitt benckiser

• Merged in 1999

• Headquarters in United kingdom

• Vision

•Values

About the company• Found in Los Angels, California in 1963

• 750 locations in 22 countries

• Values : F.R.O.T.H

Products

Reckitt Benckiser Products

•Dettol

•Veet

•Strepsils

•Nuromol

• Air Wick

•Harpic Max

•Resolve QuicknClean

• While bean coffee

• Boxed tea

• Made to order beverages

• Baked goods

•Merchandise

Coffee Bean Products

Pricing Strategies

PRICING STRATEGYReckitt Benckiser is the fastest growing FMCG company and its £7 billion in size.

Dettol soap is priced at retail price of Rs. 38.00 (115 gms) and Rs. 26.00 (70 gms)

PRICING STRATEGYCoffee Bean uses premium pricing strategy

which deliberate setting of high prices for a

Product or service to emphasize its quality &

exclusiveness.

Competitors: Starbucks, Caribou Coffee, etc.

Placing Strategies

Reckitt Benckiser Mass Marketing with decentralized

operations

Business 2 Consumer (B2C)

Distributors and sub-distributorsPakistan (Top stores – High profile Customers)IndiaSri Lanka

Further distribution to wholesalers and retailers

Targeting maximum geographical location in countries

Rural Development Force

The Coffee Bean & Tea Leaf Locating Outlets in high traffic and visible

locations

Horton Place, COLOMBO 7

Personalized coffee and tea for niche marketComplete meals compared to Star BucksSandwiches in Singapore

Standardized Outlets throughout

Using Master Franchising for Asian & Middle East

Owned-stores for Australia, Hongkong and US

Provide training and continuous communication

Importing coffee from centralized purchasing

Promotion Strategies

Television AdvertisementsUse famous celebrities as brand ambassadors

○ E.g.: - Vanish – Bollywood actress, Sri Devi

Radio Advertisements

Print Media Newspapers In-store Leaflets

In-store promotions

In-store PromotionsLeaflets, wallpaper

advertisements & etc.

Advertise through their website

SWOT ANALYSIS

Strengths Weaknesses Opportunities

Threats

 Very profitable organization & have a relatively good market share.

Target market characteristics.

Market potential. Competition.

It is a global coffee brand built upon a reputation for fine products and services.

Franchisee’s policy.

Changing of lifestyle.

Host country risk management.

Experience and innovation capabilities.

Enthusiasm of health consciousness.

Conclusion

RB has a successful marketing mix for their product lines

RB needs to spend more on R&D

Improve marketing strategies for Question Mark products – Cash Cow

Coffee Bean potential to expand into newer markets

Shift Niche marketing to bigger segmented markets

More promotion campaigns can be done