International Marketing (1)
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Overview
• Introduction• Product• Price - Thilini Jayasundara
• Place - Asjad Hameed
• Promotion - Dhananji Jayasinghe
•SWOT Analysis - Thilini Jayasundara
•Conclusion - Asjad Hameed
Vinothini Govindapillai
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Reckitt benckiser
• Merged in 1999
• Headquarters in United kingdom
• Vision
•Values
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About the company• Found in Los Angels, California in 1963
• 750 locations in 22 countries
• Values : F.R.O.T.H
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Products
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Reckitt Benckiser Products
•Dettol
•Veet
•Strepsils
•Nuromol
• Air Wick
•Harpic Max
•Resolve QuicknClean
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• While bean coffee
• Boxed tea
• Made to order beverages
• Baked goods
•Merchandise
Coffee Bean Products
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Pricing Strategies
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PRICING STRATEGYReckitt Benckiser is the fastest growing FMCG company and its £7 billion in size.
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Dettol soap is priced at retail price of Rs. 38.00 (115 gms) and Rs. 26.00 (70 gms)
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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.
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Placing Strategies
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Reckitt Benckiser Mass Marketing with decentralized
operations
Business 2 Consumer (B2C)
Distributors and sub-distributorsPakistan (Top stores – High profile Customers)IndiaSri Lanka
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Further distribution to wholesalers and retailers
Targeting maximum geographical location in countries
Rural Development Force
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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
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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
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Promotion Strategies
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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
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In-store PromotionsLeaflets, wallpaper
advertisements & etc.
Advertise through their website
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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.
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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
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Coffee Bean potential to expand into newer markets
Shift Niche marketing to bigger segmented markets
More promotion campaigns can be done