Company Profile: Reckitt and Benckiser

Reckitt Benckiser is a leading British-based manufacturer of cleaning products. It is

headquartered in the town of Slough to the west of London. Reckitt Benckiser has operations in
more than 60 countries and sells its products in more than 180 countries.
The company was formed by a merger between Britain's Reckitt & Colman and the Dutch
company Benckiser NV in December of 1999. The origins of Reckitt Benckiser's main
predecessor businesses are set out below. Various other businesses have also been purchased
over the years
The Company divides its brands into six categories: surface care, fabric care, dishwashing, home
care, health and personal care, and food.
1. Surface Care
2. Fabric Care
3. Dishwashing
4. Home Care
5. Health and Personal Care
6. Food

Product Introduction: Harpic Flushmatic

Harpic is the market leader in the small category of toilet cleaner segment in India, with a
commanding market share of 80%. The major competition is from Sanifresh from Balsara. The
challenge of Harpic is to get into the households that are using the cheap Phenol products. The
venture of Reckitt with a phenol product bombed in the market.
Harpic is positioned along its triple benefit Stain removing, freshness and germfree.
Harpic also introduced a Flushomatic variant in line with the changing preference of consumers
towards European closets and Flushes. It is targeted at educated, sophisticated and middle to rich
income group.
The innovative flushmatic variant was well received in the market. But people find it difficult to
open the flush and place it. Some flushes need screw drivers to open it.
Product Features:

• The product is in the shape of a small round bloc and has an outer cloth covering.

• It contains germicide and provides continuous cleaning with every flush

• It is available in 2 colours- blue and green, in blister packaging.

• Durability depends upon usage i.e. number of times flushed

Price of product-
Packet of 1unit (50 grams) - Rs. 35
Packet of 2 unit (50 X 2) - Rs. 60
Research Objective:
To understand the marketing mix of the product and thereby find out success of this innovative
and newly launched product; also to give recommendations for better acceptance of the product.
Sampling Frame:
The sampling frame chosen for this research is Women, those in the age group of 25 and above.
The primary objective for choosing such a sampling frame is that, this would enable us to target
the home-makers. The women surveyed in this sample frame hail from different income groups
and include both housewives as well as working women.
Sampling Units:
100 women from the age group above 25 years.
Time & Space Requirements:
The time period for this research project is 1 month.
The area covered is Rohini, Pitampura, Lajpat Nagar, Saket, Mukherji Nagar, Noida, Gurgoan &
Faridabad
Sources of Data:
Primary Data – the primary source of data used in the research is the data collected using the
questionnaire method at present 10 questionnaire are completed.
Secondary Data – the secondary data sources utilized here include meeting with Mr Vikas
Khanna & Mr Kartikeyan both working in operations & marketing department respectively.
Collecting data from companies the company’s website to understand the product features and
descriptions. It also includes packaging of the product for product and pricing data. Also
websites have been referred to in order to understand the customer response and general attitude
towards the product as well as the recommendations from dissatisfied users.
Links of web sites
http://sharedreviews.com/review/flushmatic

http://www.indiaprwire.com/pressrelease/consumer/2010080658439.htm
The Questionnaire
1. What type of product do you use for cleaning toilets?
a. Liquid Cleaner
b. Flushmatic
c. Powder/Gel Cleaner
d. Any Other ______________________________
2. Which company’s product do you use?
a. Domex
b. Harpic
c. Lizol
d. Any Other

3. How satisfied are you with the product?

a. Satisfied
b. Dissatisfied
c. Neutral

4. Have you heard of Harpic Flushmatic?

a. Yes
b. No
If No, end of questionnaire. If yes, proceed further.

5. How did you first hear about this product?

a. Television
b. Newspaper
c. Internet
d. Friends
e. Point of Purchase
 f. Any Other ___________________________

6. Have you tried out this product?

a. Yes
b. No

7. If No, Why?
a. Expensive
b. Acidic
c. Not Available
d. Satisfied with current product
e. Any Other _________________________

(Survey ends here if answer to Q6 is NO)

8. If yes, What were reasons for trying this product?

a. Easy to use
b. Availability
c. Price Value
d. Quality
e. Advertisiing

9. Are you satisfied with the product?

a. Yes
b. No

10. How long have/did you use/d this product?

a. Less Than a month
 b. 1-6 months
c. >1 year

11. Do you typically read the back and side panel of the product’s package?
a. Yes
b. No

12. Overall, how do you rate the quality of the product?

a. Poor
b. Fair
c. Good
d. Excellent

13. How often do you buy this product?

a. 2 or more times a month
b. Once a month
c. Once every 2-3 months
d. Purchased Only once

14. What recommendations would you offer for improving the product?
a. Economy Packs
b. Better Availability
c. Fragrance
d. Any Other ______________________________

15. Would you recommend Harpic flushmatic to others?

a. Yes
b. No