Magazine article Marketing

Reckitt Benckiser

Magazine article Marketing

Reckitt Benckiser

Article excerpt

Reckitt Benckiser is the newly merged UK-based group which makes household, toiletry and pharmaceutical products. Reckitt & Colman's [pounds]4.8bn merger with Dutch household products firm Benckiser was completed last November. The new firm is the world's number one in household cleaning products (excluding laundry detergents) and will derive 60% of its sales from brands that are either number one or two in their markets. Key brands include Vanish, Mr Sheen, Lemsip, Haze Air Freshener and Dettol.

Reckitt & Colman's UK marketing director, David Shaw, left the firm once the merger was approved. The position was taken by Benckiser's marketing director, Keith Edwards.

Combined adspend will grow by 25%, to 10% of net revenue, totalling almost [pounds]32m. Five growth categories have been identified: fabric care, surface care, health and personal care, dishwashing and home care. In October 1999 the Lemsip brand was extended with the launch of Sore Throat Anti-Bacterial Lozenges. The range was supported by a [pounds]4.5m seasonal campaign by McCann Healthcare Manchester, which will run until mid-February. According to MMS figures, the two brands with the highest adspend in the year to November 1999 were Benckiser's Vanish ([pounds]3,441,894), and Reckitt & Colman's Gaviscon ([pounds]2,979,821). …

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