Reckitt Benckiser (RB) is a global consumer goods company, making and marketing home,health and personal health care products.
The comapny's strategy is to have a highly focused portfolio concentrating on its 17 most profitable brands, which were responsible for 62% of net revenues in 2008. The brands which RB refer to as powerbrands are: Vanish, Finish, Calgonite, Air Wick, Dettol, Veet, Clearasil, Gaviscon and Nurofen.
HISTORY
The company named Colman's started as flour& mustard mill which was founded in 1814 by Jeremiah Colman.
Reckitt&Sons started in 1840, when Isaac Reckitt rented a starch mill in Hull, England.
The two companies went for a merger in the year 1938, thereby naming the company as Reckitt&Colman.
Around the same time the company Benckiser was launched in Germany in the year 1823 by Johann A. Benckiser. This company mainly dealt with industrial chemicals. which went public in the year 1997.
After two year that is in 1999 the two companies: Reckitt&Colman and Benckiser merged thereby changing the name Reckitt Benckiser. Bart Becht became the first CEO of this new company and till date he is been credited for its transformation, focus on the power brands and improving the supply chain.The comapany belives in "innovation marketing" - a strict focus on the consumer needs and as well as on the product innovation. It can be noted that 40% of RB's $10.5billion in 2007 revenues was genetated from the products that were launched within previous three years.
OPERATIONS
The Company divides its brands into six categories: surface care, fabric care, dishwashing, home care, health and personal care, and food.
The company segregates the global economy under three broad categories:
1. North America & Australia
2. Europe
3. Developing Markets
On the basis of this the company finds its easy to segregate the customer needs and develop products that are relevant to a particular market. Boots Healthcare International, for £1.926 billion. The three main brands acquired were Nurofen in analgesics; Strepsils sore throat lozenges; and Clearasil anti-acne treatments.
In January 2008, the Company acquired Adams Respiratory Therapeutics Inc., a pharmaceutical company, for $2.3bn: one of the major brands acquired with this purchase was Mucinex.
ENVIRONMENTAL INITIATIVES
Carbon 20
- RB has implemented an environmental initiative called carbon 20. The initiative, which was announced in November 2007, aims to cut the total carbon footprints of its products-from cration to disposalby almost 20% by 2020.
Trees for Change
- In june 2006 RB launched Trees for Change, a mojor forestation project designed to offset the greenhouse gasses created as a by-product of its manufacturing process. The project aims to create over 25 square kilometres of forest by planting more than 2 million trees on previously deforested land in British Columbia, Canada.
CORPORATE BRANDING
In February 2009 Reckitt Benckiser began overhauling its corporate identity to reposition its brand as 'the power behind the power brands'. This saw the launch of a new logo to replace the logo which had been introduced on a temporary basis at the time of the Reckitt/Coleman merger in 1999. The new logo is a pink kite device containing the letters 'RB'.
The new logo, created by branding agency The Workroom, was inspired by a sports kite and is intended to reflect the 'loud, confident personalities of its power brands'. The identity will be introduced gradually on packaging, and used on internal and external communications.
COMPETITORS
- Clorox
- Colgate-Pamolive
- Henkel
- Spotless Group
- P&G
- Glaxo-Smith kline
- Uniliver
- Sara-Lee
- Church&Dwight
- S.C. Johnson & Son
OWNERSHIP
- JAB Investments, 15.4%
- Legal & General Investment Management, 3.2%
- MFS Investment Management, 3.1%
KEY PEOPLE
- Adrian Bellamy (Chairman)
- Javed Ahmed (EVP Europe)
- Bart Becht (CEO)
- Rakesh Kapoor (EVP Category Development)
- Colin Day (CFO)
REVENUE
£6,563 million (2008)
OPERATING INCOME
£1,505 million (2008)
The above mentioned informations are subject to change, please visit www.reckittbenckiser.com (the official website) to keep yourself updated with the current happenings.
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