By Gayani Perera
Reckitt Benckiser (RB) is a multinational company based in the United Kingdom and a global success story; a world leader in the global household, health and personal care sectors. RB operates in no fewer than 60 countries, while their brands are sold across 180. RB considers their people as the power behind its success and it’s led by their Powerbrands - big brand names like Vanish, Dettol, Gaviscon, Strepsils and Veet that aim to achieve global market leadership. Through them they've become No.1 in the vast majority of markets and categories in which they compete. Backing up the Powerbrands is a great portfolio of local hero brands.
In Sri Lanka Reckitt Benckiser is well known for popular products such as Dettol, Harpic, Lysol, Mortein, Air Wick, Colmans and Mansion etc. The organization also represents a healthcare portfolio both globally and locally of which one of the leading brands include ‘Strepsils’. Considered to be the global market leader in the throat care category ‘Strepsils’ was recently recognized and rewarded the Silver Award in the Best New Entrant Category at the SLIM Brand Excellence Awards 2010. ‘Strepsils’ is an over-the-counter medication which comes in three variants which include Original, Honey & Lemon and Orange with Vitamin C.
Reckitt Benckiser launched ‘Strepsils’ which is a medicated throat lozenge in July last year. Having acquired the required learning and best marketing practices, the company adopted this product to meet the local needs of the market. “The method in which it established the ‘Strepsils’ brand was unique where Reckitt Benckiser targeted the consumers at all levels and also went about educating the consumer on the method in which this product can be accurately administered” said Reckitt Benckiser’s Managing Director, Mr. Reazul Chowdhury.
Visits were also made to doctors to promote the brand whom the company considers to be very strong opinion leaders with regards to self treating aliments. In addition to this Reckitt Benckiser spent countless initiatives in order to further educate the public about the product through the use of print and electronic media. The criterion that was evaluated with regards the SLIM Brand Excellence Awards included the performance level of the brand after market launch and the manner in which the market campaigns were conducted with regards to the product launch. All of which are critically looked into by Reckitt Benckiser before introducing ‘Strepsils’ to the market, and during its launch campaigns, says Marketing Director of Reckitt Benckiser Mr. Zakaria Ahmed, commenting on Strepsils achievement.
Mufassal Aroos, Senior Brand Manager of Strepsils noted that “Srilanka Institute of Marketing today is considered to be the ultimate local body with regards to marketing and therefore being acknowledged by this organization is indeed a prestigious accolade for the brand Strepsils. Taking into account the investments made by the company in order to market the product, the ‘Strepsils’ brand has certainly come out victorious in such a short period of its launch. With awareness being still low with regards to products of this nature the company hopes to further educate the public with regards to the benefits that one can gain through a product such as ‘Strepsils’ which indeed is the best form of relief for a sore throat and throat discomforts”