Reckitt Benckiser markets some very well-known brand names in health, hygiene and household products, including Finish, Strepsils, Vanish, Scholls, Mucinex and Airwick. This post updates the RB opening case on pages 1-2 of
Essential Guide to Marketing Planning 3e.
Here's how RB's
main product categories contributed to turnover in 2014:
- Hygiene products generated 41% of RB's revenue
- Health products generated 31% of RB's revenue
- Home products generated 20% of RB's revenue
- Portfolio brands and foods generated 8% of RB's revenue
Each RB brand has its own digital marketing strategy, including a distinct social media personality and presence. Shailesh Shukla, VP of marketing for RB, notes that
consumer behaviour is what drives marketing strategy. How do consumers perceive each brand and how do they use digital media with respect to each product category? The answers to those questions are key to RB's media and content decisions.
Corporate RB is also social, with 236,000
FB likes, 13,000
Twitter followers, and a
YouTube presence. In addition, RB pursues an active social responsibility and
sustainability agenda.
