Top Story

e4m_logo.png

Home >> Marketing >> Article

Reckitt Benckiser to focus on power brands

20-April-2002
Font Size   16
Share
Reckitt Benckiser to focus on power brands

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

Tags

Naidu also talks about the ushering in of a new era of digital payments and says this is just the beginning and there’s lots of space for newer players to step in and evolve

The production house has already established itself as the leader in the non-scripted genres. However, Rege now wants Endemol to achieve the same in the original scripted zone and film production

Markus Noder, Managing Partner, Serviceplan International, shared innovative tools, ideas and methodologies to generate tangible business values

The primary reason that led to growth of OTT is the constant improvement of internet speed and service across the country: Sandeep Gupta, ACT Fibernet

A look at the South Indian movies which boosted the viewership of certain channels in week 45 (November 4-10)

Prominent newspapers in Manipur left their editorial space blank to protest the burning down of copies of a local daily reportedly by BJYM, the youth wing of BJP

At the recently held India Public Relations & Corporate Communications Awards 2017 (IPRCCA), communication experts deliberated on various aspects of the industry and searched for best practices that c...