Dansu Dansu

Niekada gyvenime nepagalvočiau, kad kas nors gali daryti verslą (FMCG ir OTC vaistų kategorijose) geriau už “Prokterį”. Tačiau pasak “Advertising Age”, taip ir yra. “Reckitt Benckiser” pardavimai šiais metais augo 10 % ir lenkė net tik P&G, bet ir “Unilever” ir “L’Oreal”. Situacija panaši pastaruosius penkerius metus. 

Bet įdomu ne tiek pardavimai, kiek tai, kas leidžia būti rinkos lyderiu. Taigi, 

Reckitt is very much sticking to the basics. The company spent nearly 90% of its media dollars on TV last year. While its internet advertising through the first half was already double its full-year internet spending in 2007, it was still only 1% of media spending. Alexander Lacik, Reckitt’s North American household-marketing chief, said the company will move quickly on digital marketing once it’s been “qualified,” but he couldn’t immediately recall the name of the company’s digital agency.

Niekada neabejojau, kad TV yra ir bus geriausia priemonė FMC ir OTC, o šis faktas tik dar kartą tai patvirtina. Toliau, 

1. Global diversity pays. By creating a multinational culture with frequent transfers, the company has broadened its outlook and attracted and spawned more risk takers. 

2. TV advertising works — at least for now. Reckitt keeps spending more on advertising, particularly TV, and it keeps posting unbelievably strong top-line growth. 

3. Conflict beats forced consensus. “In that friction, one of those sparks that flies out will be a richer idea,” said Alexander Lacik, general manager-marketing of North American household products. 

4. Role reversal helps. Reckitt executives cycle often between global roles with three-year-plus horizons and short-term, profit-and-loss-driven regional assignments, so they understand the people and purpose on both sides. 

5. Recession doesn’t have to be a deal breaker. Through a substantial economic and industry downturn, Reckitt has raised spending, accelerated sales and gained share.