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PRESENTATION
ON
Product Mix Reckitt & ColmanBY
AKHIL MAHAJAN
(2010MBE02)
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Britain's Reckitt & Colmanand the Dutch companyBenckiserin merge in December1999.
To form`Reckitt Benckiser`
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Headquarters- Berkshire, UK
Chief Executive Officer- Bart Becht
RB India MD- Chander SethiRB Operates in 60 countries
RB has over 23,000 employees
Sells over 9 million products per dayGenerates over $4 billion in revenue
Over 312 Products
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Product MixAll the products and items a particular
seller offers for the sale.
Product Width
Product Length
Product Depth Product Consistency
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Product WidthReckitt Benckiser
Fabric
Care
Surface
Care
Dishwashing
HomeCare
HealthCare
Personal
CareFood Pharmaceutical
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Product LengthFabric Care
Calgon
Vanish
Spray
`n`Wash
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Cont.Personal
Care
Veet
Dettol
Clearsil
Total numbers of items in
the mix are 27. On an
average product length is
less than 4
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Product DepthDettol
Body
Wash
Original
Bodywash
(250 ml &
125 ml)
Skincare
Bodywash
(250 ml & 125
ml)
Cool
Bodywash
(250 ml & 125
ml)
Shaving
Cream
Dettol
Fresh
(70 g)
Plaster
Wash proofmedicated
Plaster
(100 pack)
SkinCare
Original
Soap(120,70,3
5 g)
SkinCare
Soap
(120,70,35 g)
Cool Soap
(120,70,35 g)
Fresh Soap
(120,70,35g)
Hand wash
Original
Handwash
(250,135 ml)
Skin
Handwash
(250,135 ml)
Sensitive
Handwash
(250,135 ml)
Fresh
Handwash
(250,135 ml)
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Product ConsistencyProduct lines are consistent in so far as they areconsumer goods that go through the same
distribution channel.
The lines are less consistent in so far they performdifferent functions for the buyers
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Product MixReckitt
Benckiser
Fabric
Care
Vanish
Calgon
Spray'n' wash
Woolite
Surface
Care
Cillit
Bang
Lysol
Dettol
Hand
wash
Harpic
Dish
washing
Finish
Home
Care
Air
Wick
Mortein
Health
Care
Strepsils
Mucinex
Nurofen
Gaviscon
Personal
Care
Veet
Dettol
Clearsil
Food
No Salt
French SMustard
French Fried
Onion
FrenchWorceshire
Frank`s
Red Hot
Cattlemen`s
Pharmaceutical
Suboxone
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References
ooks-a. Business Studies, Poonam Gandhi, Dhanpat Rai & Co., Print
2006, Chapter 3
b. Marketing Management; Philip Kotler,Kevin Lane Keller,Abraham Koshy, Mithileshwar Jha; Pearson Prentice Hall, 13th
Edition, Chapter 12.c. Marketing Management, C.N. Sontakki, Kalyani Publishers,
Second edition, Chapter 3
Websites i. http://www.rb.com/Healthcare-Brands-Employee-Reporting
ii. http://www.rb.com/Our-brands
iii. http://en.wikipedia.org/wiki/ReckittBenckiser
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ThankYou