Innovation and New Product Development Case Study

Reckitt Benckiser: Growing through Innovations

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Abstract:
Since its inception in 1999, Reckitt Benckiser has constantly been improving its core brands while coming out with new brands. The company has offset challenges of exchange rate fluctuations and hike in the prices of its raw materials through constant product innovations and cost optimisation techniques. It has constantly held the world’s No.1 position in household cleaning items and has posted five straight years of above industry average growth.

Pedagogical Objectives:

• To discuss how constant product innovations has enabled Reckitt Benckiser to transform itself into the world's largest household cleaning products manufacturer apart from becoming one of Britain's most innovative companies.

Keywords : Reckitt Benckiser; Growth strategy; Innovations; Consumer products manufacturer; Growth Strategies Case Study; Household cleaning; Cost optimisation techniques; Diversification; Expansion; Line extentions; Organic growth; Innovative marketing; Exchange rate fluctuations; Dettol; Lysol

Contents:

• Introduction
• A brief profile
• Innovations and growth
• Mopping off future hurdles