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Latest News
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2/10/2012
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Reckitt Benckiser to bolster advertising on key brands by £100m a year
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Reckitt Benckiser chief executive Rakesh Kapoor
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An extensive injection of funds will see Reckitt Benckiser bolster its advertising strategy on its key brands to the tune of an additional £100 million a year as the company attempts to drive performance and growth.
The thrust of the strategy, Reckitt's chief executive Rakesh Kapoor revealed, will be on higher-margin health and hygiene products in its Power Brands, including Nurofen, Strepsils,Gaviscon, Durex and Dettol.
Company restructuring will also see its European and North American divisions merge into a single business for developed markets and that is projected to generate annual savings of £30 million from next year.
“Reckitt has delivered a decade of superior growth and shareholder value but with slower market growth and increased competition, we need to reshape our strategy to enable us to continue our track record of out-performance,” Kapoor said.
“We will be intensifying our investment behind our brands in the higher growth, higher margin categories of health and hygiene.”
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