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Assignment of BPC - FMCG RB Harpic

This document discusses Reckitt Benckiser's Harpic brand of toilet cleaner in India. It provides background on Reckitt Benckiser as a multinational consumer goods company and describes Harpic as their leading toilet cleaning brand in India, holding a 70% market share. The document also analyzes Harpic's sales growth in India, attributing it to behavior change campaigns that have expanded its reach to over 20 million additional households. In conclusion, it discusses Reckitt Benckiser's dominance in the Indian toilet cleaning market through the Harpic brand.

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Soumya Tiwari
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82 views

Assignment of BPC - FMCG RB Harpic

This document discusses Reckitt Benckiser's Harpic brand of toilet cleaner in India. It provides background on Reckitt Benckiser as a multinational consumer goods company and describes Harpic as their leading toilet cleaning brand in India, holding a 70% market share. The document also analyzes Harpic's sales growth in India, attributing it to behavior change campaigns that have expanded its reach to over 20 million additional households. In conclusion, it discusses Reckitt Benckiser's dominance in the Indian toilet cleaning market through the Harpic brand.

Uploaded by

Soumya Tiwari
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Assignment Of BPC – FMCG

Company - Reckitt Benckiser


Product - Harpic

Presented By - Harsh Rai


Roll No. - BOP-D-19
Presented To - Abhay Sir
Sectoral Information
• Introduction - Fast-moving consumer goods (FMCG) sector is India’s fourth largest
sector with household and personal care accounting for 50% of FMCG sales in
India. Growing awareness, easier access and changing lifestyles have been the
key growth drivers for the sector. The urban segment (accounts for a revenue
share of around 55%) is the largest contributor to the overall revenue generated
by the FMCG sector in India.

. FMCG Contribution in GDP – FMCG’s GDP contribution Rises by 24%, FMCG


sector’s contribution to the country’s GDP now stands at 24.3%. The market size of
FMCG in India is expected to grow from US$ 30 billion in 2011 to US$ 74 billion
in 2018
Reason for the Growth - Growing awareness, easier access and changing lifestyles have been the key growth drivers
for the sector. The urban segment (accounts for a revenue share of around 55%) is the largest contributor to the overall
revenue generated by the FMCG sector in India. However, in the last few years, the FMCG market has grown at a
faster pace in rural India compared to urban India. Semi-urban and rural segments are growing at a rapid pace and
FMCG products account for 50% of the total rural spending.
Company Information

• Company Snapshot - Reckitt Benckiser is a British multinational consumer goods It is a


producer of health, hygiene and nutrition products. The company was formed in March 1999 by
the merger of British company Reckitt & Colman plc and Dutch company Benckiser N.V.

• Product & Service -  Dettol , Harpic, Lysol, Cilit , Bang, Vanish, Calgon , Spary Wash,
Woolite , Dettol, Veet , Clearasil, Strepsils , Gaviscon , Lemsip , Nurofen, Airwick,
Mortein , Finish, Electrasol , Calgonit

• Top 5 brand of RB – Dettol , Harpic , Durex , Airwick , Lyzol are top 5 brand contributing to
RB. The company reported a 6 per cent like-for-like sales growth in healthcare and a 10 per cent
like-for-like sales growth in hygiene and home
Competitor Analysis

Revenue £12.6b (FY, $82.1b (FY, £689.8m (F $71b (FY, €52b (FY, €20.1b (FY,


(est.) 2018) 2019) Y, 2018) 2020) 2019) 2019)
Cost of £5b (FY, $27.6b (FY, £454.2m (F $35.3b (FY, €29.1b (FY, €10.9b (FY,
goods 2018) 2019) Y, 2018) 2020) 2019) 2019)
Gross £7.6b (FY, $54.5b (FY, £235.6m (F $35.7b (FY, €22.9b (FY, €9.2b (FY,
profit 2018) 2019) Y, 2018) 2020) 2019) 2019)
Net income £2.2b (FY, $15.1b (FY, £19m (FY, $13.1b (FY, €6b (FY, €2.1b (FY,
2018) 2019) 2018) 2020) 2019) 2019)

Last News - British consumer goods maker Reckitt Benckiser has led a Rs 45-crore
funding round in Visage Lines Personal Care Pvt Ltd, the parent firm of men's grooming
brand Bombay Shaving Company.
The round also saw participation from high net worth individuals such as Rajesh Sud from
Bharti Enterprises, Anjali Bansal founder of Avaana Capital and Kuldeep Jain, Managing
Director of clean max energy
Brand - Harpic
• About Harpic and its variety of brands - Harpic is the name of a toilet cleaner
brand of Reckitt Benckiser launched in United Kingdom in 1932 by Reckitt. It is
currently available in Africa, the Middle East, South Asia, Asia Pacific, Europe, and
the Americas.
• It comes with various type of different product use for the different purpose of cleaning
such as – Perfect Clean , Fresh Clean , Tough Clean , Regular clean , Bathroom cleaner
Toiler Cleaner and Fresher
Sale Volume
• Harpic has reached over 2 crore households in India following a
change in consumer behaviour with health and hygiene segment
becoming primary segment.

"In India, we have seen a continued increase in the penetration of


Harpic following behaviour change campaigns, with over 20m
(million) more households using the brand compared to last year,”
said RB in a post earning statement.
Competitor Analysis

• In India, Reckitt Benckiser dominates the toilet care space with its brand Harpic enjoying 70
per cent market share.
• “This product has grown ahead of the market over the last five years on the back of sustained
behaviour change programs focused on upgrading consumers from generic cleaners like
phenyls and detergents to using specialized toilet cleaning solutions,” said Sukhleen Aneja
CMO & Marketing Director, RB Hygiene Home, South Asia.
Conclusion
• Reckitt Benckiser is a multinational brand having various products for
hygiene and dealing all over the world the products are highly
demanded and more after the pandemic. It comes in the FMCG-
Household – Cleaner .
• Toilet cleaning industry traditionally dominated by unbranded Phenols
(Rs 500 crore market) and braded cleaner only Rs 50crore Liquid
cleaners is the dominant category in the segment with 93 per cent
share. In- cistern blocks growing at a faster pace. Liquid segment is
dominated by Harpic with 70% market share .
• Making consumer shift from phenols to brand cleaner and having 70%
of the market share and leading market is what Reckitt Benckiser
achive.
Thank You

Company - Reckitt Benckiser

Product - Harpic
• Presented By - Harsh Rai
• Roll No. - BOP-D-19
• Presented To - Abhay Sir

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