Cherry Blossom
Background of the Company
Rickitt Benckiser PLC is a multinational company which produces Helth, Hygiene & Home Products. The company for its product Cherry blossom was formed in 1900 in collaboration with Rickitt & Colman PLC & Benckiser NV. The Company was able to run operations in 60 Countries with sales in 180 Countries. It was the unique category leader for the market during the beginning of Shoe care products with no Competition until 1990.
The company has been producing house hold & personal products which are categorized in to Pest Control, Shoe Care, Antiseptics, Lavatory Care, Floor Care, Fabric Care & the Bands including Dettol, Mortein, Harpic, Disprin, Robin.
The history of Cherry Blossom as a Brand for hundred years has been the Market leader with a Market share of 75%. Its Market Share was reduced after the entering of the Brand “KIWI” a product of Sara Lee one of the Core brands of India.
With the Heavy involvement of KIWI brand in Shoe care market during 2002, the market share of Cherry Blossom has decreased up to 61% which is a 12% loss of Market. Cherry was able to increase its market share by 4% being the market leader with a turnover of Rs. 91Cores.
Situation Analysis
Strengths
Company Market share is more than 50% on Cherry Blossom shoe foolish
100 years Brand equity
The company operation s in 60 countries
The company sales in 180 countries
The company net revenue is $5.5 billion on Cherry Blossom
Other brands of the company, which are in No.1 or 2 position in the respective product categories, they are Dettol, Mortain, Harpic, Easy off Bang, Vanish Lyzol, Veet, Disprin, Robin Powder, Collin Glass Cleaner
Common Distribution Channel in the market which has wide and deep reach in the market
Well-structured company sales force
Company entire product portfolio is more than 150 SKUs
The company has Trade channel and shoe shops channel for the distribution
In Distribution Trade Channel they have over 1 million outlets
Rickitt Benckiser PLC is a multinational company which produces Helth, Hygiene & Home Products. The company for its product Cherry blossom was formed in 1900 in collaboration with Rickitt & Colman PLC & Benckiser NV. The Company was able to run operations in 60 Countries with sales in 180 Countries. It was the unique category leader for the market during the beginning of Shoe care products with no Competition until 1990.
The company has been producing house hold & personal products which are categorized in to Pest Control, Shoe Care, Antiseptics, Lavatory Care, Floor Care, Fabric Care & the Bands including Dettol, Mortein, Harpic, Disprin, Robin.
The history of Cherry Blossom as a Brand for hundred years has been the Market leader with a Market share of 75%. Its Market Share was reduced after the entering of the Brand “KIWI” a product of Sara Lee one of the Core brands of India.
With the Heavy involvement of KIWI brand in Shoe care market during 2002, the market share of Cherry Blossom has decreased up to 61% which is a 12% loss of Market. Cherry was able to increase its market share by 4% being the market leader with a turnover of Rs. 91Cores.
Situation Analysis
Strengths
Company Market share is more than 50% on Cherry Blossom shoe foolish
100 years Brand equity
The company operation s in 60 countries
The company sales in 180 countries
The company net revenue is $5.5 billion on Cherry Blossom
Other brands of the company, which are in No.1 or 2 position in the respective product categories, they are Dettol, Mortain, Harpic, Easy off Bang, Vanish Lyzol, Veet, Disprin, Robin Powder, Collin Glass Cleaner
Common Distribution Channel in the market which has wide and deep reach in the market
Well-structured company sales force
Company entire product portfolio is more than 150 SKUs
The company has Trade channel and shoe shops channel for the distribution
In Distribution Trade Channel they have over 1 million outlets