Analysis of business opportunitises in the institutional market for RB east; Reckitt Benckiser

Abstract

The scope of the project was as follows: • Analyse the institutional sales channel both brand and channet wise • Study the competitors in this channel and analyse their products in terms of pricing, distribution, margins etc. • Identify the relevant brands of Reckitt Benckiser that can have a market in terms of the institutional sales • Plan the entry for Reckitt Benckiser through the identified channel • Give recommendations so that RB can exploit the channel profitably in the short as well as in the long run. As a first step of the project, a detailed survey of the institutions across Kolkata was conducted to study the institutional sales channel in-depth. The infonnation obtained was used in identifying the relevant brands of Reckitt Benckiser which can compete with the market leaders like Diversey, Ecolab, Scheveran etc. A detailed analysis of each of the brands of RB in terms of pricing, SKU's, margins etc. was done and in addition to the recommendations of the brands, a plan was devised for the entry ofRB into the institutional sales channel. However, in addition to the above, the first step of the plan was implemented in terms of the actual sale of the products of RB into the institutional market through the existing sales chann~l and thus the basis for achieving the short term goal of RB of making its presence felt in the institutional market was accomplished. Reckitt Benckiser had a minimal presence in this market. The complicated nature of the institutional market in terms of the dedicated channel of distribution, pricing, margins etc. was challenging. Hence, there were difficulties in terms of RB entering into this channel due to the premium pricing of the brands and the absence (}£ institutional SKU's. With the current product portfolio of RB, it was difficult to make RB enter this market. However, this primary task was accomplished and the plan was set for RB to exploit this market in the long run.