Reckitt Benckiser » soap market http://www.myrbopportunity.com Reckitt Benckiser, RB, the company that makes Vanish, Airwick, Finish, Veet and many leading brands… whatever you’d like to call us, we’re one of the world’s fastest-growing companies in household, health and personal care products. We want to give you a window into our world and see what ‘opportunity’ means to us. We’re one of those places where no two days are the same, where you’re expected to put your money where your mouth is, challenge the status quo, and do it fast. Whatever ‘it’ is. Our bloggers will be sharing with you their thoughts and experiences to give you a real understanding of the breadth of global opportunity here and the diversity of RB, Many will be people who are on graduate or management trainee programmes and some will be well established in their careers here. Tue, 31 Jan 2012 11:33:50 +0000 en hourly 1 http://wordpress.org/?v=3.2.1 Innovation At Work http://www.myrbopportunity.com/2009/06/24/innovation-at-work http://www.myrbopportunity.com/2009/06/24/innovation-at-work#comments Wed, 24 Jun 2009 13:05:44 +0000 Divya http://www.myrbopportunity.com/?p=488

Hi All. Have been pondering over what to write and finally I thought why not share with everyone an interesting exercise that was rolled out for the India Sales Team. To give you a brief background, the exercise was a part of the Dettol Race for 8 program, which was an initiative to gun for the next mark of 8% market share in the extremely competitive soap market in the country.

Each ASM team was given Rs.10,000 and was asked to come up with an innovative visibility campaign in their local markets. It generated a lot of buzz amongst the teams. For example in my JC (monthly meeting) we came up with a lot of ideas. Lemme share some of them with you.

1. Dettol Lassi Ki Chabeel: This is a concept wherein during the summer months people put up tents along roadsides to offer passer bys refreshments to beat the heat. We thought we could hand out chilled buttermilk in Dettol branded glasses with people wearing Dettol Tees. This could generate goodwill & a buzz around the brand.

2. Street Play: We thought that we could engage a local dramatics team which could tour to the smaller towns and demonstrate in an interesting manner the importance of personal hygiene and how using an antiseptic soap like Dettol could contribute towards good hygiene.

3. Owning An Outlet : We also thought that we could completely brand an outlet with dettol logos and insignia right from the entrance arch , branding the staircase, cutouts from the ceiling and run a consumer contest from the outlet which would translate into more bang for our buck as Rs.10,000 could lead to a sale of Rs. 4,00,000.

4. Branding Delivery Vehicles

5. Gate Arches or Dealer Boards

6. Free Health Check Up Camp in the Markets Under Dettol Canopies

After discussing with our seniors we decided to go ahead with Option 5 since it would create a more permanent visibility asset for us.

I shall soon upload pics of the same as well as tell you some of the fantastic stuff that other ASM teams have done.

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