15/05/2016

EuromonitorInternationalAnalysis

ReckittBenckiser(Brasil)LtdainHomeCare(Brazil)
LocalCompanyProfile|06Apr2016
STRATEGICDIRECTION

BrazilcontinuestobeoneofthemostimportantmarketsforReckittBenckisergloballyin2015,and
thecompanyisexpectedtocontinueinvestinginthecountrythroughnewproductdevelopment,
marketingandlogisticalstrategies,aswellastheexpansionofitsproductionandproductportfolio.The
companyisexpectedtocontinuetoinveststronglyinhealthcare,specificallyintheOTCmarket.
Healthcareandhygienecompriseanestimated70%ofsalesandhomecare30%.
Attheendof2015ReckittBenckiserwasstudyingthepossibilityofacquiringthepreservatives
divisionfromHypermarcasSAforR$675million,andexpanditshealthcareportfolioevenmore
followingstronginvestmentsandpartnershipswithintheOTCfield.Hypermarcaspreservative
businessincludesthebrandsJontex,OllaandLovetex.
ReckittBenckiser(Brasil)hasbeenpresentinBrazilsince1924throughAtlantisBrasilLtda,selling
thebleachbrandAnil.FollowingthemergerbetweenReckitt&ColmanandBenckiserinDecember
1999,ReckittBenckiser(Brasil)wasestablished,buildingasolidpresencewithinhomecareinBrazil.
AspartofReckittBenckisersglobalstrategiesthecompanyisexpandingitsreachinconsumer
healthcareandpersonalcare.In2013ReckittBenckiser(Brasil)moveditsLatinAmerican
headquartersfromMiamitoSoPaulo,indicatingthecompanysinterestinfurtherdevelopmentwithin
Brazil.
In2014thecompanyemphasisedthatalthoughhomecareremainsimportantforthecompany,the
greatestinvestmentandgrowthisexpectedinhealthcare.ReckittBenckiserremainsapureindustry
player,focusingbothonendconsumersandbusinesstobusinesssales.
KEYFACTS

Summary1ReckittBenckiser(Brasil)Ltda:KeyFacts
Fullname
of
company:

ReckittBenckiser(Brasil)Ltda

www:

www.reckittbenckiser.com.br

Activities:

Manufacture,importandexportanddistributionofaircare,bleach,dishwashing,home
insecticides,laundrycare,polishes,surfacecare,toiletcare,healthcare

Source:EuromonitorInternationalfromcompanyreports,companyresearch,tradepress,tradesources

COMPETITIVEPOSITIONING

ReckittBenckiser(Brasil)Ltdarankedsecondwithinhomecareattheendofthereviewperiodwitha
12%valuesharein2015.Thecompanyhasawidebrandportfolio,withsomeofitsleadingbrands
includingVeja,Poliflor,Vanish,SBP,Mortein,BomArAirWick,Harpic,NuggetandFinish.
ReckittBenckiser(Brasil)isabletomaintainitsleadingpositionthankstocontinuousnewproduct
launches,widedistributionsystemsandextensiveadvertising.However,thecompanyfacesmore
fiercecompetitionfromotherplayersnowadays,especiallyinwhatitregardsasitscorecategories,
suchassurfacecareanddisinfectants.
ReckittBenckisercontinuedtoleadsurfacecarein2015,witha26%valueshare.Thecompany
ownsthebestknownbrandVeja.Thepopularbrandispositionedaheadofthecompetitionthrough
continuousproductinnovation,buthasbeenlosingspaceinthelocalmarkettootheremergingbrands
suchasMrMsculoandCif.
AnotherrelevantareaoffocusforthecompanyisitsbleachbrandVanish,whichleadsthecategory
locally.VanishcontinuestobepromotedthroughmarketingeffortsthatincludeTVadvertisements
featuringperformancetests.ReckittBenckiserhasincreaseditspromotionalactivitiesonsocialmedia
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channelsandenhancedcommunicationsthroughinternetrelatedpointsofcontactwithendconsumers.
ReckittBenckisersfastestgrowingcategoriesattheendofthereviewperiodweredishwashingand
aircare,ofwhichthecompanyisnottheleaderbutcompeteswithalimitednumberofstrongplayers,
suchasCerasJohnsonLtdaandUnileverBrasilLtda,indicatingthatReckittBenckiserisgainingspace
inothercategories.
Regardingmarketpositioning,ReckittBenckiserhasawideproductportfoliotargetingdifferent
consumersegments,fromhighertomiddle/lowersocioeconomicstrata.Oneimportantexampleofthis
multitargetingstrategyisthedifferencesbetweentheSBPandDetefonproductlineswithinhome
insecticides.
Summary2ReckittBenckiser(Brasil):CompetitivePosition2015
Producttype

Valueshare(%)

Rank

12.0

Laundrycare

3.3

Dishwashing

1.2

Surfacecare

25.9

9.7

Toiletcare

23.3

Polishes

33.5

Aircare

34.8

Homeinsecticides

41.0

Homecare

Bleach

Source:EuromonitorInternationalfromcompanyreports,companyresearch,tradepress,tradesources,tradeinterviews

EuromonitorInternational2016

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