Projectreport on Dettolsoap

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A PROJECT REPORT

ON

I.D #

➢ 1146106

➢ 1146107

➢ 1146101

ACKNOWLEDGEMENTS

Countless thanks to ALLAH Almighty for giving us such extraordinary abilities and making us privileged enough to take part in such activities. I would like to thank my teacher Mr. Akram Hussain for his cooperation and help. He fully supported throughout the class. We express our heartiest gratitude to him. His cooperation made this project a lot much easier. We would also like to thank our seniors, who have been very cooperative and were ready to help us at anytime. They are a great source of guidance for us. Lots of thanks to our parents, who were and are very supportive and cooperative at all times.

Executive Summary

This report is based Marketing process of brand development of Dettol soap, A Reckitt Benckiser product It is a famous and reputed multi national company in the world that is also working in Pakistan. This report based on the activities, of Marketing process in brand development such as Marketing analysis, Situational Analysis, Target Market, SWOT and PEST Analysis, Product Offering, Competitive Analysis, Marketing mix including product, price place and promotional strategies and sustaining competitive advantage in the market.

TABLE OF CONTENTS
ACKNOWLEDGEMENT……………………………..…………………….. 2 EXECUTIVE SUMMARY……………………………………………………3 INTRODUCTION….……………………………………..…………………. 6 Strategies and objectives………………………………………………………7 MARKETING STRATEGY
Situational analysis…………………………………………………………………………8 Marketing analysis………..……………………………………………………8 Target market……………….………………………………..……………….9 Market demographics………………………….………………....…………..9 S.W.O.T analysis……..…………………………………………..…………..10 Competition analysis …………………………………………….………….11 Opportunity analysis…………………..………………………….………….12 Product offering……………………………………………….…..…………12 Positioning strategy……..………………………………………...…………14 MARKETING MIX STRATEGY

Pricing strategy……………….…………………………………………...15 Distribution strategy ….………………………………………………….. 16 Product strategy …………..…………………………………..………….. 16 Advertising and promotion strategy ………………………………………..17 Sustain Competitive Advantage……………………………………………18 Conclusion…………………………………………………………………19 Recommendation…………………………………………………………..21 Reference…………………………………………………………………..22

INTRODUCTION:
RECKITT BENCKISER
COMPANY PROFILE

[pic]

Reckitt Benckiser was formed on 3 December 1999 as a result of the merger with Reckitt & Colman plc and Benckiser N.V. It is headquartered at Berkshire, United Kingdom. Worldwide, the company has a leading position in household cleaning and health & personal care. Reckitt Benckiser products are sold in 180 countries and they have operations in 60 countries. Reckitt Benckiser is about passionately delivering better solutions in household cleaning and health and personal care to customers and consumers, whatever they may be for the ultimate purpose of creating shareholder value. The Company's principal activities are manufacturing and distributing a wide range of household and personal products.. Products of the Company include antiseptics, toilet care products, shoe care products, mosquito repellants and personal health care products. The Company manufactures the Dettol branded antiseptics, soaps, talc, medicated creams and medicated plasters, Disprin analgesic tablets, Lizol floor cleaner, Mortein mosquito repellants and rat killer, Robin power, Harpic lavatory care product, Cherry shoe polish and Collin glass cleaner.

STRATEGIES AND OBJECTIVES
Reckitt Benckiser's objective is to generate above industry average profitable growth by: • Focusing on building the power brands in high growth categories • Geographic expansion of the portfolio
• Continuous innovation
• Higher investment in brand building
• Margin expansion and cash conversion to fund reinvestment in core brands and to grow returns to...
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