Product Mixing of Reckitt Benckiser

Introduction

Reckitt Benckiser is a global success story: a world leader in the global household, health and personal care sectors. Their offer is simple - bigger, better and more competitive opportunities to develop a rewarding career at the very forefront of FMCG. They are listed on the UK stock exchange and rank 23rd in the FTSE 100. 

Their success is led by their Power brands - big-name brands like Finish, Vanish, Dettol and Veet that aim to achieve global market leadership. Through these they’ve become No.1 in the vast majority of markets and categories in which they compete. Backing up their Power brands is a great portfolio of local hero brands.

They operate in no fewer than 60 countries, while their brands are sold across 180. Their people are the power behind these brands - around 23,000 talented, driven and entrepreneurial individuals, all working together. 

History

For such a fast-paced, entrepreneurial business some are surprised to learn the company’s history spans 150 years of innovation for consumers across the world. With a German and British heritage, RB’s drive for financial performance and social responsibility today can be seen in its deep roots. Though it is a single company but at the beginning there were two separate companies, Reckitt & Sons and Benckiser. Benckiser founded by Johann A. Benckiser in 1823. In 1840 Issac Reckitt established Reckitt & Sons. In 1999 Reckitt & Sons and Benckiser merge to become Reckitt Benckiser. 

Vision

Reckitt Benckiser delivers better solutions in household, health and personal care to consumers, wherever they may be. They do it through constant innovation. They look at the little things that drive people mad in their everyday life. Then they deliver brilliant, fast-acting solutions that help make life better and easier - and create outstanding shareholder value in the process. 

Future

In the future they’ll continue their relentless focus on powerful brands in fast-growing categories. They’ll keep delighting consumers with solutions to everyday problems. Their people, highly motivated and well rewarded, will continue to enjoy real ownership of their achievements. Meanwhile they continue to look for talented, entrepreneurial and dynamic people worldwide to hit the ground running. 

Opportunities range from professionals in sales and marketing, research and development, supply chain and to experts in information services, finance and human resources. 

They are only looking for true talent: people hungry for the opportunity and freedom to make their mark. 

Product Mixing

A product mix is consists of all the product lines and items that a particular seller offers for sale. Reckitt Benckiser’s product mix consists of six major product lines; Fabric Care, Surface Care, Home Care, Health Care, Personal Care, Food. Each product line consists of several sub lines/brands & each line has many individual items. 

A company’s product mix has four important dimensions; width, length, depth and consistency. 

i. Width

Product mix width refers to the numbers of different product lines the company caries. Reckitt Benckiser markets a fairly wide product mix consisting of more than 100 brands organized into six major product lines; Fabric Care, Surface Care, Home Care, Health Care, Personal Care, Food, Pharmaceutical. 

ii. Length

Product mix length refers to the total number of items the company carries within it is product lines. RB typically carries many brands within each line. Each brand consists of several individual items. 

iii. Depth

Product line depth refers to the number of versions offered of each product in the line. RB French's Mustard comes in a variety of flavors: Honey Dijon, Spicy Brown, Horseradish and Honey. 

iv. Consistency

The consistency of the product mix refers to how closely related the various product line are in end use, production requirements, distribution channels , or some other way. RB product lines are consistent insofar as they are consumer products that go through the same distribution channels. The lines are less consistent insofar as they perform different function for buyers. 

Name of Products According to Categories

Reckitt Benckiser Produce & distribute a lot of product all over the world. It is difficult to give information about all these products. Here we try to introduce with several different products of different categories of Reckitt Benckiser. 

Fabric Care	Surface Care	Home Care	Health Care	Personal Care	Food
Calgon	Cillit Bang	Finish	Strepsils	Veet	NoSalt
Vanish	Lysol	Airwick	Mucinex	Savlon-Dettol	French’s Mustard
Spray ‘n Wash	Dettol	Mortein	Nurofen	Clearasil	French’s Potato Sticks
Woolite	Harpic	Sprayfresh	Gaviscon	Cherry	French’s Fried Onions
Robin	Powerclean	Bom Ar	Destac	Skincalm	French’s Worcestershire Sauce
Blanka	Clean & Smooth	Neophos	Trix	Biactol	Frank’s RedHot
Calfort	Espadol	Pif Paf	Benagol	Sunbeam	Cattlemen’s
Hydra Excel	Lanolin	Haze	Nureflex	Sagrotan	Nugget

Conclusion

Reckitt Benckiser is a multinational company and it always looking for increasing its business. These product mix dimensions provide the handles for defining the company’s Product strategy. The company can increase its business in four ways. It can add new product lines, widening its product mix. In this way, its new lines build on the company’s reputation in its other lines. It can add more versions of each product and thus deepen its product mix. Finally, the company can pursue more product line consistency – or less – depending on whether it wants to have a strong reputation in a single field or in several fields.