Reckitt Benckiser is one of the worlds largest providers of FMCG products with operations in over 60 countries, sales in 180 countries and net revenues in excess of £3bn.
Harpic is the UK’s market leader within the specialist lavatory care market with a share of 23%.
In 2002, Harpic launched Harpic 2 in 1, an innovative range of SKUs to take on the In The Bowl (ITB) segment of the market. In conjunction with this launch, Reckitt Benckiser undertook an aggressive TV advertising campaign and a range of promotional activity to drive sales of Harpic 2 in 1.
After three successful years for Harpic 2 in 1, Reckitt Benckiser enlisted the help of Nunwood Market Analytics to undertake an all encompassing assessment of the marketing activity that has been executed to date.
Using a combination of Market Mix Modelling and other analytical techniques, we investigated a range of issues for Reckitt Benckiser looking into the following areas:
What are the key drivers of 2 in 1 sales?
What proportion of sales is driven by media Vs. promotions Vs. discounting?
How effective was the TV advertising in driving sales?
Is the copy showing any signs of wear?
Was the most recent campaign more effective than the initial one?
What is the price sensitivity of Harpic 2 in 1?
What are the implications of this for future pricing and product development strategies?
To what extent has discounting and other promotional activity driven sales?
Do we have the optimum marketing mix?
The final result was a clear and actionable strategy report that is now providing Harpic 2 in 1 with clear guidance of where they need to take the brand and product offering in the future.
