International Marketing (1)
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Transcript of International Marketing (1)
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