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    Reckitt Benckiser Marketing Intermediaries: Customers

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    Hamza Khalid
    The document discusses Reckitt Benckiser's marketing intermediaries and target customers in Pakistan. It summarizes that Reckitt Benckiser focuses its product distribution in the top three cities of Karachi, Lahore, and Islamabad. It targets upper-class households earning over Rs. 12,000 per month in urban areas, through retailers in neighborhoods like Clifton, Defence, and Gulshan-e-Iqbal. The company works with financial institutions like ANZ Grindlays and Habib Bank for financing.

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    Reckitt Benckiser Marketing Intermediaries: Customers

    Uploaded by

    Hamza Khalid
    18 views3 pages
    The document discusses Reckitt Benckiser's marketing intermediaries and target customers in Pakistan. It summarizes that Reckitt Benckiser focuses its product distribution in the top three cities of Karachi, Lahore, and Islamabad. It targets upper-class households earning over Rs. 12,000 per month in urban areas, through retailers in neighborhoods like Clifton, Defence, and Gulshan-e-Iqbal. The company works with financial institutions like ANZ Grindlays and Habib Bank for financing.

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    The document discusses Reckitt Benckiser's marketing intermediaries and target customers in Pakistan. It summarizes that Reckitt Benckiser focuses its product distribution in the top three cities of Karachi, Lahore, and Islamabad. It targets upper-class households earning over Rs. 12,000 per month in urban areas, through retailers in neighborhoods like Clifton, Defence, and Gulshan-e-Iqbal. The company works with financial institutions like ANZ Grindlays and Habib Bank for financing.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    18 views3 pages

    Reckitt Benckiser Marketing Intermediaries: Customers

    Uploaded by

    Hamza Khalid
    The document discusses Reckitt Benckiser's marketing intermediaries and target customers in Pakistan. It summarizes that Reckitt Benckiser focuses its product distribution in the top three cities of Karachi, Lahore, and Islamabad. It targets upper-class households earning over Rs. 12,000 per month in urban areas, through retailers in neighborhoods like Clifton, Defence, and Gulshan-e-Iqbal. The company works with financial institutions like ANZ Grindlays and Habib Bank for financing.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 3

    Reckitt benckiser

    Marketing Intermediaries
    Marketing intermediaries includes the retailers and whole sellers. The
    company has marked Karachi, Lahore and Islamabad as their top three areas
    to concentrate their product. In Karachi the retailing outlets are in Clifton,
    Defence, Nazimabad, F.B Area, Gulshan –e-Iqbal, KDA scheme, PECHS etc.
    The company cannot afford to establish their retailing outlets in lower middle
    class areas due to the unmatchable competition with the unbranded product
    producers. The financial intermediaries include the financial institutions that
    have provided financial assistance to the company. These includes ANZ
    Grindlays, Bank of America, City Bank, Habib Bank Limited, Muslim
    Commercial Bank and Standard Chartered.

    CUSTOMERS

    Consumer Market

    Mostly the quality washing is required in the urban areas of the country; the
    product is therefore primarily targeted to the housewives of these areas. Since
    the need of the product arouses in educated and comparatively highly salaried
    group it has therefore been focused to the upper class part of the society,
    enjoying income more than Rs.12000 a month.

    Retailing Market

    The retailer market includes retailer and wholesalers both. They performed
    the job as has been specified in the retailing section.

    International Market

    The Robin Bleach has been successfully launched in Australia, India Middle
    East, Nigeria and Pakistan. The biggest market share for the product comes
    form South Africa.
    PUBLICS

    Publics are those groups who assist the company to launch its product in the
    local market. They help the companies to achieve their organizational
    objectives.

    Financial Publics

    The financial publics include ANZ Grindlays, Bank of America, City Bank
    Habib Bank Limited, Muslim Commercial Bank Limited.

    Media Publics

    Media Public comprises of the advertising agencies like newspaper,


    magazine, radio, television, billboards and WEB sites etc. The company has
    made a new commercial for relaunching Robin Bleach that will be on air in the
    Tele-media in next few weeks.

    Internal Publics

    The internal publics consist of workers, managers and board of directors.


    Newsletters are used to inform and motivate the internal public. They need to
    be motivated to reflect a positive effect on the external public.

    Product Line

    Product Mix (Dettol)


    Product Life Cycle (Dettol)

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