Case study Brasso Gadget Care to target iPod generation

By John Reynolds Reckitt Benckiser is to re-launch its Brasso brand with the addition of a product targeting consumers who own devices such as MP3 players and e-readers. Brasso Gadget Care will be launched in November. It will be supported by a yet-to-be unveiled digital marketing push positioning the product as safe to use on a wider range of items than the more abrasive core Brasso product. The consumer-facing campaign marks a change in marketing focus for the 105-year-old metal-polish brand, which, in recent years, has largely targeted tradesmen and professionals. The Gadget product is designed to clean the materials that make up modern digital devices, such as iPods, laptop computers and mobile phones. It marks an effort by Reckitt Benckiser to drive repeat purchases of the Brasso brand. Brasso has previously shied away from brand extensions; its Gadget Care product was suggested by a first-year graduate marketer at Reckitt Benckiser. The companys marketing director, Stefan Gaa, claimed this is indicative of the non- hierarchical structure of the company. Brasso, which was introduced to the UK in 1905, has a distinctive sunburst design on its tin, which has changed only once in the past 100 years. The recipe for the original product which is made up of polishing powder and soap jelly dispersed in white spirit has also remained unchanged over this period. The revamp of Brasso follows Reckitt Benckisers recent 2.5bn acquisition of SSL, which owns condom brand Durex. The companys chief executive, Bart Becht, believes the acquisition will prove a watershed for its health and personal care business. Reckitt Benckiser has also added footcare brand Scholl to its growing list of Powerbrands, which includes household products such as Vanish and Dettol. Separately, the company has announced plans for a 2.5m campaign to promote its Air Wick Christmas collection, using the strapline Wrap your home in luxury. Questions on the case study (30 marks)

1. What is positioning? How has Reckitt Benckiser (RB) positioned Brasso Gadget Care in this case study? Describe 3 targeting strategies that RB could use (10 marks) 2. Discuss the decision making process and external factors that would influence a consumer looking to purchase Brasso Gadget Care. (10 marks) 3. Discuss the New Product Development (NPD) process that RB would need to follow for the successful launch of Brasso Gadget Care. Outline the 2 main pricing strategies that can be applied to new products such as Brasso Gadget Care. (10 marks)