TABLE OF CONTENTS

ACKNOWLEDGEMENT………………………………………………………
……….. 2

EXECUTIVE
SUMMARY…………………………………………………………………3

INTRODUCTION

Vision……………………………………………………………………………
………. 5

Values……………………………………………………………………………
………5

Corporate and social

responsibility………………………………………………..6

Strategies and
objectives……………………………………………………………6

Dettol Portfolio.
…………………………………………………………………………7

MARKETING STRATEGY

Situational
analysis……………………………………………………………………9

Marketing analysis………..
…………………………………………………………10

Target market……………….
……………………………………………………….10

Market
demographics……………………………………………………………..11

Market
needs………………………………………………………………………..11
Market
trends…………………………………………………………………………11

Market growth………………..
………………………………………………………12

S.W.O.T analysis……..
………………………………………………………………..12

Competition analysis
……………………………………………………………….13

Opportunity analysis…………………..
…………………………………………….14

Product
offering………………………………………………………………………14

Positioning strategy……..
……………………………………………………………15

MARKETING MIX STRATEGY

Pricing strategy……………….
……………………………………………………...16

Distribution strategy ….
……………………………………………………………. 17

Product strategy …………..

……………………………………………………….. 18

Advertising and promotion strategy …..

………………………………………..19

INTRODUCTION

The MISSION STATEMENT defines both the purpose and values as a

company. Values are a set of guiding principles through which they think,
behave and conduct their business.

VISION
‘Reckitt Benckiser is about passionately delivering better solutions in
household cleaning and health & personal care to customers and consumers,
wherever they may be, for the ultimate purpose of creating shareholder value.’

This vision defines both our purpose and our values as a Company and
encompasses our commitment to product quality and safety, customer service,
innovation, global reach and corporate social responsibility.

VALUES

Our core values are a set of guiding principles through which we think, behave
and conduct our business in order to deliver on our vision; they are

ACHIEVEMENT

Aim high and then deliver

TEAMWORK

Individuals play the game, but teams win the championship

ENTREPRENEURSHIP

The dreamer explores the idea; the entrepreneur goes ahead and makes it
happen.

COMMITMENT

A passionate personal determination to deliver

CORPORATE SOCIAL RESPONSIBILITY AND SUSTAINABILITY

Reckitt Benckiser views corporate social responsibility (CSR) and

sustainability as one and the same, and is committed to moving its business
towards greater sustainability across the economic, social and environmental
dimensions of its activities. We believe that a more sustainable business will
not only better fulfil our responsibilities to society but also contribute to
delivering our vision of better consumer solutions and greater long-term
shareholder value. Reckitt Benckiser has in place a Corporate Responsibility
Framework comprising of our Code of

Business Conduct and specific policies, control arrangements and reporting.

This framework governs how we act in conducting the Company’s business.

STRATEGIES AND OBJECTIVES

Reckitt Benckiser's objective is to generate above industry average profitable

growth by:

• Focusing on building the power brands in high growth categories

• Geographic expansion of the portfolio

• Continuous innovation

• Higher investment in brand building

• Margin expansion and cash conversion to fund reinvestment in core brands

and to grow returns to shareholders.

• Selective add-on acquisitions