Reckitt Benckiser raises its UK game

Consumer healthcare industry magazine OTC Bulletin recently featured an interview with RB's UK general manager Camillo Pane about RB's product innovation and effective marketing business strategy.

The article refers to Reckitt Benckiser's strategy of making the development process consistent across the world, which has meant that we can bring innovations to market faster than we have done in the past, and usually faster than our competitors.

'The company has a marketing-drive business model, and invests a much greater proportion of its income back into marketing support than any other FMCG company,' explains Camillo Pane. 'It is this significant investment in marketing that helps accelerate both brand and category growth.'

Mr Pane goes on to say that RB is the largest television advertiser within the OTC sector in the United Kingdom.

Mr Pane also attributes RB's success to its management structure, which he describes as 'flatter and leaner' than most companies. 'Any decision we need to make in the UK business can be taken within a matter of days.'

Just one example of RB's talent for product innovation in the UK healthcare market mentioned in the article is the Optrex ActiMist Eye Spray for dry eyes. RB found that people often found traditional eye drops difficult, but new Optrex ActiMist is applied to closed eyelids so users don't have to touch their eyes.

Mr Pane also talks about marketing strategies for three of RB's most important healthcare brands in the UK: Gaviscon, Lemsip and Strepsils. Campaigns for these products are based around a 'creative magnifier'. Camillo explains: 'This creative idea can carry different messages in a similar way so that consumers know the different messages come from the Gaviscon, Lemsip or Strepsils brand.'

The full interview with Camillo Pane also features insight into planned product launches and innovation.

View full interview with Camillo Pane (PDF)

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