INDIVIDUAL ASSIGNMENT

ADAPTIVE MARKET LEADERSHIP

HOW RB CAN ACHIEVE PROFITABLE GROWTH

SUBMITTED BY
Subhadeep Mitra
201832095
Section D2E

SUBMITTED TO
PROF. SUBODH TAGARE
 Expansion into Baby Care Products

India, with 1.28 billion people, is the second most populous country in the world, just after
China. More than 127 million children under 4 years, along with its nearly 27 million annual
births and a fertility rate of 2.72 children per woman. The country has 20% of the 0-4 years' child
population of the world. The number of live births in the country is estimated to be 27 million,
which again constitutes 20% of the total number of live births in the world. Thus making India as
an attractive market for the baby care industry.
The baby care products industry in India has experienced a tremendous growth in the recent
years making India a worthwhile market for such products amongst the other emerging nations.
Earlier, the baby care market was in nascent stage and was not given much attention. It was
considered to be a niche industry from an Indian perspective but now is ready for its greatest
metamorphism into a high potential and growing industry.

 Johnson&Johnson, Nestle, Procter & Gamble, Dabur, Wipro, Pampers, Huggies, Walt
Disney, Lilliput, Gini & Jony, Mom & Me and Archies are well-known brands in the
Indian market.

 In India, baby and child care products are available on e-commerce platforms such as
Flipkart, Snapdeal and Amazon. Furthermore, some online retailers such as FirstCry.com
cater exclusively to this booming segment.

STRATEGY
Reckitt Benckiser have deep distribution network with the brands like Dettol, Durex which are
primarily found in medical shops & even in local kirana stores.

This distribution network will help in penetrating even the farthest of the market.
Currently Johnson&Johnson holds 80% of the market share as there’s no such brand to provide a
wide range of child care products.

Even in the rural areas the use of Baby care products is next to negligible as the only option
available is of Johnson&Johnson, but the product is priced as premium.

The company should use emotional and mental communication developing trust and creating
feelings to convince its customers to buy their products. RB to have success in India in baby care
products depends on its sharp focus on mothers. It should focus on reliability in the market
where this is economic & the best as like Dettol when it comes to baby products.