Reckitt Benckiser (India) has identified Dettol, Harpic and Mortein as its power brands, and plans to divert a major chunk of its media spend to these products. The company has increased its media spend by 49 per cent to Rs 29.65 crore during the year.
The company’s other brands include Cherry Blossom, which commands a market share of 67.7 per cent in the shoe-care category, Lizol disinfectant cleaner, Haze incense sticks, Mansion floor polish, Dispirin Plus in the analgesics segment, and Colin in the glass cleaning category.
Dettol antiseptic tops among Reckitt’s power brands. The product enjoys an 85 per cent market share. Harpic, which was relaunched this year with a new advertising campaign, enjoys a 78 per cent market share.
According to industry analysts, Reckitt’s initiative to focus on its power brands follows a similar move by Hindustan Lever Ltd, which decided to focus on its top 30 power brands, from a portfolio of 110. Reckitt Benckiser aims to be the largest household cleaning company in the country.
Source: Business Standard