Tuesday, 22 October 2013

Reckitt Benckiser's Vision: Healthier Lives, Happier Homes

The mission of multinational household/health products giant Reckitt Benckiser is to make a difference by giving people innovative solutions for healthier lives and happier homes. The company, known for brands such as Mucinex, Strepsils, Dettol, Durex and French's, operates according to four values: achievement, entrepreneurship, partnership and ownership.

Now, updating the preview example from chapter 1 of my Essential Guide to Marketing Planning, here's more about Reckitt Benckiser's marketing plan for future growth.

The company is launching innovative products under established brands such as Nurofen to build profitable turnover in emerging markets like Latin America. CEO Rakesh Kapoor says: 'Scarcity is the mother of invention'. His point is that an abundance of resources is not needed to stimulate innovation--in fact, people become more creative when they don't have everything they need to develop a new product.

What about communications and creativity? Reckitt Benckiser's brands are now reaching online audiences through captcha advertising activities.

As at left, when an Internet user has to show that he or she is a person, not a bot, the captcha at right achieves that goal with a touch of brand-related whimsy. Users drag the rusty penny into the Cillit Bang cleaner--linking the brand with its benefit.

Finally, Reckitt Banckiser is currently considering a major strategic change: Whether to sell its pharmaceuticals business, which is under pressure from lower-priced products.