Mike Tignol Sales Director Russia / Belorussia Reckitt Benckiser
Slide 2 Slide 3 Big Brands in the Store of the Future 1. RB as
leader of innovations and contributor to category development
2.Examples from Air care and Auto dish wash categories Slide 4
Household market is growing +18% (YTD 2012 vs 2011) RB - FMCG
leader in Russian market RB Market Share WS73% 3% FT 50 %14% ADW68%
21% RB is market leader in high growth categories Value creation
Category Growth AC 20 % Slide 5 RB covers ALL house needs Slide 6
..and reach every Russian consumer through 3 pillars: Media
In-store visibility Innovations Slide 7 Welcome to the world of air
care AIR CARE Slide 8 New formats and innovations NEW formats &
fragrances contributing 95% of category growth Even more are
coming: Slide 9 Air Care category in Europe positioned as a Home
Cosmetics Slide 10 Theatres and pre-pack displays Maximizing
visibility to ensure seasonal picks -Theater displays -Pre-pack
displays Slide 11 Seasonal promo Maximizing seeding through
promotions -New fragrances -New gadgets offer Slide 12 2012 Segment
Value Share Source: Nielsen 2010 Total National + Metro AirCare
Category has growth potential : Consumption per capita Slide 13
Slide 14 Drive premium segment through : Innovations & new
fragrances Increase usage of new formats in different rooms through
: Seasonal events and Multi-format displays How to capture this
opportunity in-store ? Shopper based shelving principles (Cosmetic
concept) Shoppers will purchase in your store & drive
engagement Slide 15 Lets enter the world of Dish Washing Slide 16
5% Consumer base is getting bigger.. This year 500 k new DWM will
be sold - this is your potential. DW Manufacturers start to focus
and intensify support on dishwashing machines In Russia - 52 mio
households* * Rosstat, 2010 Slide 17 Dish Washing Market grows
aver. +15% per year Auto Dishwashing Detergents grow even bigger
+25% Source: AC Nielsen MJ12 +15% Source: GFK MA12 +26% +25% +13%
+14% +17% Slide 18 What we do to drive this trend Today Finish
number 1 recommended brand by machines manufacturers and the only
brand leveraging all growth drivers: RB gears all media investments
to grow DWM penetration 1 RB drives innovations better performance
& Category value 2 Slide 19 DW category makes women happier and
saves time from dishwashing for spending with family I am a woman,
not a Dishwasher ! Slide 20 And we drive penetration with emotional
strong messages and copies! Slide 21 Consumer is getting better
educated about both categories, we bring high quality products and
bring innovations into the market to seduce her to buy new
structured & clear pack design 1 more educational point in
pack, educational programs in internet / sales staff in both fmcg
retail and electronic retail 2 new flankers proposals. 3 better
formula best in shine! 4 Slide 22 Consumers of DWM are premium
shoppers * IPSOS, ADW research in Russia MAY11 They spend! ~ 15 k
rub on a dishwashing machine and ~500 rub/month for ADW detergents*
Slide 23 This is your opportunity in ADW Hand dishwashing Only x
3.7 71** 3 = 213 RUR ** Average shelf price, RUR (AC Nielsen
Russia, 2010) * Amount of product for comparing is taken averagely
equal dosage-wise 213 RUR 807 RUR 1049 RUR x 4.9 807 RUR** 1049
RUR** ADW System ADW Multifunction Slide 24 How to capture this
opportunity in-store ? Right size & location for ADW Category
(Finish as signpost to help Shopper navigation) Drive premium
potential of category (innovations & system usage) higher value
/ wash + Sell additives on top (increase basket size) 2 Right #
promo activities (balance with low growth Categories) Slide 25
Shopper based shelf organization Slide 26 .and to leverage display
to drive visibility Slide 27 Big Brands in the Store of the Future
1. RB as leader of innovations and contributor to category
development 2.Examples from Air care and Auto dish wash categories
Slide 28 !
