“Harpic” by Reckitt

Benckiser

Marketing Mix Analysis

Group 9
Harshita Gautam
Ishita Jha
Kiran Kumar M
Malay Pant
Nandita Agarwal
Niharika Gupta
INTRODUCTION
• Harpic is the brand name of a toilet bowl cleaner launched in the United Kingdom in the
1920s.

• Owned by Reckitt Benckiser: British Multinational Consumer Goods company.

• The original toilet cleaner was invented by Harry Pickup, hence the name.

• Launched in India in 1984 and has seen tremendous growth

• Products marketed under the brand name include liquids, tablets, wipes, brush
systems, toilet bowl and cistern blocks.

• Harpic has a 70% market share in toilet cleaner market.

Market Overview
• In India, cleaning is a daily routine but toilet cleaning is less frequent (3-4 times a month)

• Traditionally, Indians associate cleanliness more with visual cues rather than hygiene than the
westerns who focused on Germ – free.

• Toilet cleaners as a product segment are used at 17.5% or nearly 4.9 crore households now

• Overall reach of toilet cleaners — branded and unbranded — is still less than a fifth of all
Indian households.

• In eight quarters between 2015 and 2017, the segment consistently increased its penetration
with growth of 13-25% in the country where about 8 crore new toilets were built.

• The overall market for toilet cleaners is growing with more than 18% CAGR from last five
years. The market is further expected to grow with double digits in the next five years.
Competitive Analysis
Price (Rs)
Brands Company Categories Variants SKUs Brand Awareness
(per 500ml pack)*
Perfect Clean
Lavender, Jasmine, Citrus,
Fresh Clean 25ml, 200ml, 400ml,
Harpic Reckitt Benckiser 82 Floral, Aquamarine, Pine, Very High
Tough Clean 500ml, 750ml, 1000ml
Lemon, Orange and Rose
Regular Clean
Floor Cleaner
Limescale Remover
Domex HUL 85 Liquid Toilet Acid Limefresh, Oceanfresh 500ml, 1000ml High
Toilet Acid Powder
Toilet Rim Blocks
Toilet Cleaner 200ml, 500ml, 1000ml,
Sanifresh Dabur 82 Regular Medium
Bathroom Cleaner 5000ml

*Prices as observed on BigBasket online shopping website.

 SWOT ANALYSIS

STRENGHTS
• Market leader in toilet cleaner category
• Good brand promotion by advertising and other media
• Good distribution channel that ensures brand presence
WEAKNESS
• Not many SKUs to be sold to institutions where the product is required in large quantity.

OPPURTUNITIES
• Should extend in rural market
• India & Inc have found a new hit in PM Modi's 'Swachh Bharat' mission and toilet
cleaners are investing hugely
THREATS
• Local players offering at a lower price and counterfeit products with similar names
affects brand presence
• Substitutes like detergent are available for cleaning
 PRODUCT
FABRIC CARE SURFACE CARE DISHWASHING HOMECARE HEALTH PERSONAL FOOD PHARMAC
CARE CARE EUTICAL
VANISH LYSOL FINISH AIRWICK STREPSILS VEET FRENCH’S MUSTARD SUBOXONE

SPRAY N DETTOL MORTEIN DETTOL

WASH
WOOLITE HARPIC SCHOLL
Harpic Variants
• POWER PLUS- 200/500/750ml
• BATHROOM CLEANER- Lemon (200ml, 500ml and 1,000ml),
Floral (200ml and 500ml)
• HARPIC FRESH- Citrus (500ml) and Pine (500ml)
• GERM AND STAIN BLASTER- Citrus (750ml) and Floral (750ml)
• BATHROOM CLEANER SPRAY- 400ml
• HARPIC FLUSHMATIC- Two scents: Aquamarine and Pine. Two
sizes: Mono and Twin Packs.
• HARPIC HYGIENIC(RIM BLOCK)- Three scents: Lavender,
Jasmine, Citrus. Sizes: 26g (One Block)
• HARPIC WHITE AND SHINE BLEACH- 500ml

Features
• Tilted neck shaped bottles
• Striking colours to capture attention
• Large number of variants and SKUs(Stock Keeping Unit)
 PRICE

• Harpic is a Reckitt Benckiser product and one of its power brand.

• Its price has been varying over the years. Today it varies from INR 36 to INR 178, depending
on the variants and its sizes.
• One noticeable characteristic of these products is that price remains constant across various
fragrances of the variants.
• Reckitt Benckiser adapts value based pricing strategy for fixing prices of Harpic.
• Affordable prices but a little on the higher side.
• Recently Harpic launched 25ml toilet cleaner sachet for single use at Rs. 5
• Promotional Pricing: Prices of Harpic products on online platforms are lesser compared to
retail store price.
• Also product combos are offered at discounted prices on both retail stores and online selling
platforms.
PRODUCTS (Liquid) 25ml 200ML 500ML 750 ML 1L
Harpic power plus
5 36 82 - 158
Harpic Bathroom
Cleaner - 38 81 - 172
Harpic Fresh
- 38 86 - -
Harpic Germ and
Stain Blaster - - - 133 178
Harpic White and
Shine Bleach PRODUCTS - - 86 -
Grams 154

Harpic Flushmatic (150gms) 177

Harpic hygienic toilet rim block
(26gms) 65
* All the prices are the quoted Maximum Retail Price on the products in Rupees.
 Place
Distribution Channels:
Traditional Trade Channel (Kirana stores and medium scale retail stores)
Modern Sale Channel (Mega retail stores like METRO, Malls, and chain of grocery stores (more,
BigBazaar etc)

Availability
Harpic products are available at all kinds of retail outlets like:
• Super Markets
• Grocery Stores
• Online Retail Stores

RB supplies Harpic to the distributors using it’s own trucks, while distributors bear the cost of
transporting the products to retailers

RB gives the products on cash payment and on credit basis to the distributors. Distributors get a
period of 7days plus 3days grace period to pay the credit.

“Credits points” are allocated to the distributors depending on the size of the order placed by
them.
Retailers enjoy a margin of 5% on the after GST price while Distributors get 2-3%. Retailers get
paid separately for displaying the products in shelves.

Based on the amount of goods purchased and dispensed by a distributor company categorises them
as Small, Medium and Large vision stores.

Distributors considered as “large-vision stores” cater to the e-commerce platform like Amazon,
Flipkart, BigBasket, etc.

“Territory Sales In-charge” collects the secondary sales data. “Sales Representatives” gather the
tertiary sales data

Sales Representatives follow a beat system to visit retailers every week. No two Sales
Representatives visit the same retailer on a single day

Secondary Sales and Tertiary Sales Data is used to plan the distribution of the product and
prioritise the supply of products to specific regions where the demand is high.
 Promotion
• Harpic has been a nation-wide recognized brand ever since its inception.
• Vision-“a world where everyone has access to a clean and hygienic toilet and bathroom”
• Initially, Harpic launched several awareness campaigns for promoting its use for cleaning
bathrooms. Discussion with the general masses.
• The company staged performances showing the adverse effects of having an unhygienic
bathroom.
• Harpic’s doorstep challenge.
• Commercials target the housewives as they are the primary customers of the product.
• Advertisement shows a well-recognized personality doing a toilet cleaning comparison
where Harpic gives unparallel results.
• Soap Opera stars promoting the product like Hussain who was later replaced by Vishal
Malhotra.
• “Naya Bathroom Mubarak Ho” tagline by the new brand ambassador Akshay Kumar,
Harpic promises that their solution would be able to remove any stains from the walls
and floors of the bathroom.
• To target the rural market, Harpic partnered with Save the Children and launched a
campaign addressing Water Sanitation & Hygiene campaign in rural areas.
THANK YOU