1.

Reckitt Benckiser seeks promotion

"de-escalation".
Authors:
Parsons, Russell
Source:
Marketing Week (Online Edition). 8/19/2013, p5-5. 1p.
Document Type:
Article
Subject Terms:
*RETAIL industry
*PRICES
*ADVERTISING effectiveness
*SALES promotion
*ELECTRONIC commerce
Company/Entity:
RECKITT Benckiser Group PLC
NAICS/Industry Codes:
453998 All Other Miscellaneous Store Retailers (except Tobacco Stores)
452999 All other miscellaneous general merchandise stores
453999 All other miscellaneous store retailers (except beer and wine-making supplies
stores)
454110 Electronic shopping and mail-order houses
454111 Electronic Shopping
Abstract:
The article reports that Reckitt Benckiser (RB) has been discussing with retailers steps on
how to de-escalate the price promotions volume of its brands after previous campaigns
reduced their advertisements' effectivity. The recession has made customers used to price
discounts and sales promotions, leading to a protracted period of low returns. RB plans to
improve its e-commerce operations, especially in the household and healthcare
categories.
Full Text Word Count:
426
Accession Number:
89920974











2.Reckitt Benckiser trumpets 100m brand
spend increase for record revenue.
Authors:
Vizard, Sarah
Source:
Marketing Week (Online Edition). 2/12/2014, p6-6. 1p.
Document Type:
Article
Subject Terms:
*INVESTMENTS
*BUSINESS revenue
*BRAND equity
*ADVERTISING
*CONSUMER education
Company/Entity:
RECKITT Benckiser Group PLC
STREPSILS (Company)
SCHIFF Inc.DUNS Number: 004313326
NAICS/Industry Codes:
541890 Other Services Related to Advertising
541850 Outdoor Advertising
523930 Investment Advice
523999 Miscellaneous Financial Investment Activities
Abstract:
The article reports that consumer goods company Reckitt Benckiser is expecting to
increase investment in its brands by 100 million British pounds in 2014 after achieving an
annual revenue of 10 billion British pounds in 2013. It notes that the company based its
projected investment from its Brand Equity Investment criteria consisting of media
advertising, digital activity, and consumer education programmes. It cites several brands
targeted for investment including Strepsils and Schiff.
Full Text Word Count:
539
Accession Number:
94438367









HUL plans to fill Reckitt slots in modern retail outlets
Authors:
Malviya, Sagar
Source:
Economic Times, The (India). 02/28/2011.
Document Type:
Article
Accession Number:
2W6386420382
Translate Full Text:

3.HUL plans to fill Reckitt slots in modern retail outlets
~~~~~~~~
Sagar Malviya
Feb. 28--MUMBAI, India -- Is it opportunistic marketing or plain co-incidence? Hindustan
Unilever is launching a special marketing drive in modern retail outlets days after most big
retailers stopped fresh orders from rival Reckitt Benckiser due to differences over margins.
India's largest consumer products company plans to flood modern retail shelves with its brands
Lifebuoy and Domex that take on Reckitt Benckiser's top brands Dettol antiseptic and Harpic
toilet cleaners, and support it with brand promotions and price-offs.
"Hindustan Unilever will roll out a '15 day burst campaign' from March 1 to create special
counters for its brands and increase staff count to execute the heightened marketing activity,"
said a top retail official, who did not wish to be named.
Almost two weeks ago, Reckitt had cut margins of big retailers to 14% from 16% on some of its
products to partly offset rising input costs. The move resulted in leading retailers holding back all
orders of Reckitt's brands.
Reckitt Benckiser is trying to resolve the dispute over margins and it has had secret parleys with
top honchos of a few retail companies last week to re-negotiate margins, industry insiders said.
Hindustan Unilever's new move will put pressure on Reckitt to resolve the matter at the earliest,
say experts.
"Reckitt could try to solve the issue before its rival HUL capitalise on its absence. If they don't
take any action now, it's a clear indication that modern trade for them is not as important as
maintaining its margins at this point of time," says retail consultancy Wazir Advisors founder
Harminder Sahni.
Consumer goods companies are fighting rising raw material prices. They are trying everything
from reducing unit weight, cutting expenses and, in some cases, increasing prices to protect their
margins.
Reckitt's move to reduce retailers' margin was part of this. The company had also cut general
trade margins, from 12% to 10% for brands such as Harpic and Cherry shoe polish, and
distributor's margins to 5% from 7.5% for Dettol antiseptic lotion.
While smaller kirana stores, which contribute over 90% of Reckitt's total sales, accepted the
margin cut, most modern retailers had stopped issuing fresh orders for Reckitt's products.
Most brands from Reckitt are in niche categories where modern trade is increasingly becoming
an important channel for sales.
Reckitt's biggest brand Dettol is the leader in antiseptic lotion space and also controls more than
9% share in the Rs 6,500-crore soap market. HUL's Lifebuoy is the second largest soap brand in
the country with 14.5% market share.
Reckitt has almost a monopoly in the floor cleaner segment where its Harpic commands more
than 73.5% share.
Hindustan Unilever would want to change it with its upcoming marketing campaign.
Retailers say brands undertake such promotional activities on a regular basis.
"Companies see us as a demand creation channel and they keep doing such activities. When one
brand is silent, it will obviously make the other brand look loud," says the country's largest
retailer Future Group Food Strategy Director Damodar Mall.
Ashutosh Chakradeo, head of buying & merchandising at Hypercity Retail, says that some
brands undertake live demos of their products to explain the effectiveness, usage and features of
their products.
To see more of The Economic Times, or to subscribe to the newspaper, go to
economictimes.indiatimes.com. Copyright (c) 2011, The Economic Times, India Distributed by
McClatchy-Tribune Information Services. For more information about the content services
offered by McClatchy-Tribune Information Services (MCT), visit www.mctinfoservices.com.

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The copyright in an individual article may be maintained by the author in certain cases. Content
may not be copied or emailed to multiple sites or posted to a listserv without the copyright
holder's express written permission. However, users may print, download, or email articles for
individual use. Source: Economic Times, The (India), Feb 28, 2011
Item: 2W6386420382



4.EFFECTIVENESS OF SALES PROMOTION IN
FMCG RETAIL STORES IN COIMBATORE CITY.
Authors:
Sathish, M.
1
mahendran.sathis@gmail.com
Naachimuthu, K. P.
2
kpnaachchimuthu@gmail.com
Source:
Global Management Review. 2011, Vol. 5 Issue 4, p84-95. 12p. 1 Diagram, 13 Charts.
Document Type:
Article
Subject Terms:
*SALES promotion
*FAST moving consumer goods
*RETAIL industry
*ADVERTISING effectiveness
Geographic Terms:
COIMBATORE (India)
INDIA
NAICS/Industry Codes:
452999 All other miscellaneous general merchandise stores
453999 All other miscellaneous store retailers (except beer and wine-making supplies stores)
453998 All Other Miscellaneous Store Retailers (except Tobacco Stores)


Abstract:
The study aims to analyze "Effectiveness of sales promotion in FMCG retail stores in coimbalore
city. The objective of the study was to find out the effectiveness of the sales promotion provided
by FMCG retail stores. The type of research used for this study was descriptive research design.
A well structured questionnaire was designed and data was collected from major FAMCG retail
stores of Coimbatore. Customers were questioned about their awareness level, frequency of
shopping, attitude towards sales promotion and their preferred scheme. Proportionate
stratified random sampling technique was used to select the samples due to the availability of
number of stores in different retail formats. The sample size was 106. The study reveals that
price discounts and buy one and get one provided by these stores are most effective. It was
found that customers are highly loyal and they do not prefer to the switch stores based on the
promotion. This study will help the retailers to evaluate their promotion strategies to give a
better promotion which would attract the customers. [ABSTRACT FROM AUTHOR]

Copyright of Global Management Review is the property of Sona School of Management and its
content may not be copied or emailed to multiple sites or posted to a listserv without the
copyright holder's express written permission. However, users may print, download, or email
articles for individual use. This abstract may be abridged. No warranty is given about the
accuracy of the copy. Users should refer to the original published version of the material for the
full abstract. (Copyright applies to all Abstracts.)
Author Affiliations:
1
Assistant Professor (Marketing), PSG Institute of Management (PSG College of Technology),
Coimbatore
2
Assistant Professor (HR), PSG Institute of Management (PSG College of Technology),
Coimbatore
ISSN:
0973-9947
Accession Number:
71101192







5.Testing FMCG innovations:
experimental real store versus virtual.
Authors:
Bressoud, Etienne
Source:
Journal of Product & Brand Management. 2013, Vol. 22 Issue 4, p286-292. 7p.
Document Type:
Article
Subject Terms:
*NEW product development
*FAST moving consumer goods
*SHOPPING
*ELECTRONIC commerce
*RETAIL industry
*RETAIL stores
*CONSUMER behavior
Author-Supplied Keywords:
Attitudes
Behaviour
Experimental real store
Fast moving consumer goods
Innovation
Shopping
Shops
Virtual store
NAICS/Industry Codes:
541613 Marketing Consulting Services
453999 All other miscellaneous store retailers (except beer and wine-making supplies
stores)
453998 All Other Miscellaneous Store Retailers (except Tobacco Stores)
452999 All other miscellaneous general merchandise stores
236220 Commercial and Institutional Building Construction
454111 Electronic Shopping
454110 Electronic shopping and mail-order houses
Abstract:
Purpose In order to cope with the challenge of developing successful fast moving
consumer goods (FMCG) innovations, market research vendors offer several
methodologies to test concepts. The purpose of this article is to examine the discrepancy
between the well-established experimental real store methodology and the most recent of
these alternative methodologies that is the virtual store. Design/methodology/approach
A parallel testing of a new adult cereal was conducted in France with 200 shoppers in
each store. Findings Results show that all attitudinal measurements are similar in terms
of cognition and conation, but affect and behavior cannot be compared across both
methodologies. In conclusion, virtual store testing is a new method that does not exactly
fit with one of the previous. Research limitations/implications The study is limited to a
single product and should be generalized to more product categories. Practical
implications Virtual store should be used carefully in order to take capital expenditure
decisions. It generates different attitudes and behaviors, but more research is needed in
order to debate on predictability. Originality/value With the emergence of virtual stores
to test FMCG innovations, this paper is of high value for practitioners who have to
proceed to several tests, with different objectives, before a product launch. [ABSTRACT
FROM AUTHOR]

Copyright of Journal of Product & Brand Management is the property of Emerald Group
Publishing Limited and its content may not be copied or emailed to multiple sites or
posted to a listserv without the copyright holder's express written permission. However,
users may print, download, or email articles for individual use. This abstract may be
abridged. No warranty is given about the accuracy of the copy. Users should refer to the
original published version of the material for the full abstract. (Copyright applies to all
Abstracts.)
ISSN:
1061-0421
DOI:
10.1108/JPBM-05-2012-0141
Accession Number:
90609042






6.Effect of Sales Promotions on
Consumer Preferences - The Moderating
Role of Price Perceptions and Deal
Proneness (A Study of FMCG Products).
Authors:
Rao, Venu Gopal
1
ksvg.rao@gmail.com
Source:
Vilakshan: The XIMB Journal of Management. Mar2009, Vol. 6 Issue 1, p1-18. 18p. 7 Charts.
Document Type:
Article
Subject Terms:
*INDUSTRIALISTS
*SALES promotion
*MARKETING
*INDUSTRIAL management
*RETAIL stores
*BRAND choice
*MARKETING strategy
*CONSUMER behavior
*CONSUMERS' preferences
Author-Supplied Keywords:
Deal proneness
Price and Non Price promotions
Price consciousness
Reference price
Value consciousness
NAICS/Industry Codes:
453999 All other miscellaneous store retailers (except beer and wine-making supplies stores)
453998 All Other Miscellaneous Store Retailers (except Tobacco Stores)
236220 Commercial and Institutional Building Construction
452999 All other miscellaneous general merchandise stores
Abstract:
Manufacturers of FMCG products rely on sales promotions in order to attract customers and
motivate them to buy their products. In doing so many marketers may be missing out on crucial
consumer related dimensions such as Value consciousness (VC), Deal proneness (DP) and Price
consciousness (PC). Past studies in the area indicate that these dimensions impact the manner in
which consumers respond to sales promotion offers. Taking select FMCG products (packaged
atta, tooth paste and detergents), two promotion types (monetary and non monetary) and two
store types (Supermarket and Kirana store) the study makes an attempt to analyze whether the
three dimensions of Value Consciousness, Deal Proneness and Price Consciousness are related
and if so what is their impact on store preferences, brand preferences and buying intentions.
Results of the study indicate that the three dimensions have an impact on Buying intentions,
Brand and Store preferences. Differences were observed among consumers on Value
consciousness and Deal proneness but not on Price consciousness. Demographic variables and
their association with the dimensions have been mixed and not very significant implying that the
dimensions under study have a universality of application. Consumers differed on the three
dimensions when compared by their preferences for Monetary and Non Monetary promotions.
It is suggested that similar studies be carried out in different product categories to test the
applicability of the dimensions under question. [ABSTRACT FROM AUTHOR]

Copyright of Vilakshan: The XIMB Journal of Management is the property of Vilakshan: The XIMB
Journal of Management and its content may not be copied or emailed to multiple sites or posted
to a listserv without the copyright holder's express written permission. However, users may print,
download, or email articles for individual use. This abstract may be abridged. No warranty is
given about the accuracy of the copy. Users should refer to the original published version of the
material for the full abstract. (Copyright applies to all Abstracts.)
Author Affiliations:
1
Associate Professor, ICFAI Business School, Hyderabad
ISSN:
0973-1954
Accession Number:
43734845


7.The Co-existence of Kirana Stores
and Supermarkets: A Potential
Possibility?
Authors:
Roy, Kisholoy
1

Source:
Journal of Marketing & Communication. Jan2012, Vol. 7 Issue 3, p64-67. 4p. 2 Color
Photographs, 1 Diagram.
Document Type:
Article
Subject Terms:
*RETAIL stores
*CUSTOMER services
*CONSUMERS
*SUPERMARKETS
Geographic Terms:
INDIA
NAICS/Industry Codes:
452999 All other miscellaneous general merchandise stores
453999 All other miscellaneous store retailers (except beer and wine-making supplies stores)
453998 All Other Miscellaneous Store Retailers (except Tobacco Stores)
236220 Commercial and Institutional Building Construction
445110 Supermarkets and Other Grocery (except Convenience) Stores
Abstract:
Traditionally, kirana stores in the country have offered customers convenience of location. The
neighborhood kiranawallahs have been successful in establishing a strong rapport with
customers that have proved to be lucrative so far. However with the changing demographic
profile and rising level of disposable income in the country, Indians are increasingly inclined to
shop at supermarkets for their daily needs which in a way is evolving as a potential threat for
kirana stores in the country. The kiranawallahs have been found to identify and rectify the grey
areas in their businesses. They are also being effectively partnered by some FMCG giants in the
country in this endeavor which makes one believe that the phenomenal growth of organized
retail (supermarkets) in the country will not witness the death of the kirana stores. In fact a
healthy competition will exist between the two. [ABSTRACT FROM AUTHOR]

Copyright of Journal of Marketing & Communication is the property of Journal of Marketing &
Communication and its content may not be copied or emailed to multiple sites or posted to a
listserv without the copyright holder's express written permission. However, users may print,
download, or email articles for individual use. This abstract may be abridged. No warranty is
given about the accuracy of the copy. Users should refer to the original published version of the
material for the full abstract. (Copyright applies to all Abstracts.)

8.Experimental methods in market
research.
Authors:
Ryals, Lynette
1

Wilson, Hugh
1

Source:
International Journal of Market Research. 2005 Quarter 4, Vol. 47 Issue 4, p347-366.
20p. 3 Charts, 1 Graph.
Document Type:
Article
Subject Terms:
*MARKETING research
*CUSTOMER satisfaction
*RETAIL industry
*CUSTOMER services
*ORGANIZATION
*RETAIL stores
NAICS/Industry Codes:
541910 Marketing Research and Public Opinion Polling
452999 All other miscellaneous general merchandise stores
453998 All Other Miscellaneous Store Retailers (except Tobacco Stores)
453999 All other miscellaneous store retailers (except beer and wine-making supplies
stores)
236220 Commercial and Institutional Building Construction
Abstract:
The ability to innovate is a fundamental marketing activity, yet it remains a precarious
one for many marketers. Market learning is frequently viewed as a precursor to
successful innovation, but the traditional methods of market learning are increasingly
coming under scrutiny. Advances that have been made in data collection and analysis
techniques are being eroded by the effect of fragmenting markets, shortening product life
cycles and the emergence of the marketing-literate consumer. An emerging theme in the
marketing literature is the need to include and embrace the consumer as a co-developer in
the process. This paper examines a novel approach to actively engaging the consumer in
the innovation process within fmcg markets. It reports on a "consumers as innovators," or
"co-developers," workshop, which explores consumers' perceptions of the innovation
process and advocates the need for new methods of market learning. Finally, the authors
conclude by reflecting on the implications of this co-development approach for the
innovation process, marketers and the role of service agencies. [ABSTRACT FROM
AUTHOR]

Copyright of International Journal of Market Research is the property of Warc LTD and
its content may not be copied or emailed to multiple sites or posted to a listserv without
the copyright holder's express written permission. However, users may print, download,
or email articles for individual use. This abstract may be abridged. No warranty is given
about the accuracy of the copy. Users should refer to the original published version of
the material for the full abstract. (Copyright applies to all Abstracts.)
Author Affiliations:
1
Cranfield University
ISSN:
1470-7853


Author Affiliations:
1
Asst. Professor, Institute of Business Management, Kolkata
ISSN:
0973-2330
Accession Number:
75360191