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COMPANY DETAILS Reckitt benckiser india ltd (RBIL) is a fully owned subsidiary of reckitt benckiser plc., Worlds no.1 company in household cleaning. Reckitt benckiser india ltd (RBIL) manufactures and markets a wide range of products in personal care, pest control, shoe care, antiseptics, surface care, fabric care and other categories. Amongst its many wellknown brands are dettol, mortein, harpic, cherry blossom, lizol, disprin, robin powder, colin, etc. Most of these brands are either number 1 or number 2 in their respective categories in india.
PRODUCT :
PRODUCT Dettol antiseptic liquid is a product, which has many uses for protecting against germs. Used with mopping water to disinfect floors completely . Used in washing laundry to disinfect clothes. For first aid and personal care uses. Available in a wide range of sizes from 50ml to 5 litre.
DISTRIBUTION PROCESS :
DISTRIBUTION PROCESS RBIL distributes all its products through its common distribution channel, which has a wide and deep reach in the markets and is a key strength of the company. The channel is managed by a well structured sales force, responsible for achieving sales for the entire product portfolio of more than 150 Stock Keeping Units (SKUs). Antiseptic Liquid is a wellpenetrated market and is sold in over 16 lakh outlets in the country. Over the years, the product has been extended for other disinfection uses and at present secondary usage contributes more volumes of Dettol Antiseptic liquid than the primary first aid usage.
DISTRIBUTION PROCESS :
DISTRIBUTION PROCESS
MANUFACTURER :
MANUFACTURER Manufacturing plant is located at Mumbai in Marwa road. Manufacturer produces on a average 6000 8000 kilolitres annually for sales. After manufacturing company sends its products to S.K.U and C&F agents all over India to distribute it to the distributor.
DISTRIBUTOR :
DISTRIBUTOR It is the most essential link between retailer and manufacturer. They enjoy a higher level of expertise, respond more quickly and have more local knowledge than manufacturer. They also act as an advisor for the future growth of companies. They save the cost of logistics. They have experienced handling manpower. Expertise in local knowledge.
DETTOL DISTRIBUTOR :
DETTOL DISTRIBUTOR Name: PK AGENCIES Profit margin is 3 -5 % Distributor work according to ACP(area chart plan) decided by company and distributor sales personnel. It is located in SADA SHIV PETH.
RETAILER :
RETAILER It is an important link as its effectiveness will only benefit the other links above it to survive in the competitive market. It is the final link where companies effective marketing strategy will decide the demand and will make the public aware of its existing product as retailers are medium for product display. They have a profit margin of 7-8% over dettol.
STATISTICAL ANALYSIS :
STATISTICAL ANALYSIS ANTISEPTIC LIQUID MARKET MARKET SHARE
STATISTICAL ANALYSIS :
STATISTICAL ANALYSIS PRICING FOR DETTOL AND SAVLON
PERSONAL SELLING :
PERSONAL SELLING Distributor sends the auto to the retailers according to the ACP. In the evening the sales person goes to the retailer to take the money and also promote the product.
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