Reckitt Benckiser 2009 5
chosen Enterprise Resource Planning (ERP)
system and its associated programmes.
The Company has a comprehensive set of
policies and procedures designed to enforce
and protect its reputation and govern its
business methods and practices. These cover,
inter alia, a comprehensive Code of Business
Conduct, an Environmental Policy, a Global
Manufacturing Standard, Product Safety Policy
including compliance with all regulatory
requirements, and product quality. Internal
controls on environmental, social, governance
(ESG) matters and reputational risk are further
outlined in pages 15 and 16 of this report.
RESOURCES
The major resources required by the business
are an adequate supply of the raw and
packaging materials consumed by the
Company’s products and the necessary funds
for developing new products and reinvestment
in advertising and promoting those brands. The
other principal resource is management.
The Company considers that its primary raw
materials, such as bulk chemicals (including a
number of petrochemicals, plastics, pulp,
metal cans etc), are generally in adequate
supply globally. The cost of these items
fluctuates from time to time but not at levels
that seriously impinge on the ability of the
Company to supply its products or generate
profit. The Company is profitable and cash
generative, even after reinvesting in marketing,
specifically media, at levels well above the
industry average. The Company therefore
believes that its ability to reinvest in supporting
and building its brands is a significant
competitive advantage.
Supply constraints do exist in the Company’s
supply chain from time to time. These normally
arise due to unexpected demand for new
products or to the time delay involved in
stepping up production of new items to the
levels required to supply many millions of
units internationally.
The Company’s supply chain is deliberately
relatively well spread in terms of geography and
technology, such that the reliance on any one
facility is minimised. However, there are a
number of facilities that remain critical to the
Company’s supply chain where major
interruption to normal working could involve
disruption to supply. The Company’s suppliers
are similarly deliberately well spread in terms of
geography and supplied items, but there are
nonetheless some risks to continuity of supply
arising from some specialised suppliers both
of raw materials and of third party
manufactured items.
The supply of strong management for the
Company remains more than adequate. This is
attributable to the Company’s culture and its
highly performance-oriented remuneration
policy which is based on paying for excellent
performance. The Company believes that its
ability to attract and retain the excellent
management it needs to continue its success
depends critically on this system.
The Company trains and develops its
management pipeline through formal training
Zealand, (excluding Pharmaceuticals) with the
remainder coming mostly from semi-established
or developing economies. The Company is
expanding its operations in these semi-
established economies, which may bring
increased risks from greater economic volatility,
additional governmental burden and
regulation, political instability and local labour
conditions. However, this is not the case with
all developing markets, many of which offer
higher economic growth potential.
The Company structures its business through a
matrix of a centralised Category Development
organisation, Global Sales organisation, Supply
organisation and support functions (Finance,
Human Resources and Information Services),
combined with three Area organisations,
Europe, North America & Australia, and
Developing Markets, plus Reckitt Benckiser
Pharmaceuticals. The central Category
Development function, where appropriate
supported by Global Sales, is responsible for
Powerbrand strategies, brand equity
programmes and best practices and new
product development (including R&D and
consumer and market research), for
implementation by the Area organisation.
The three geographical Areas are
responsible for local execution of marketing
and sales programmes:
• Europe. The Area covers the regions of
NorthernEurope(UK,Ireland,Scandinavia,
Germany, Netherlands, Austria, Switzerland),
Southern Europe (France, Belgium, Italy,
Greece, Spain, Portugal and export business)
and Eastern Europe (Poland, Hungary,
Czech Republic/Slovakia, Romania, Adriatics,
Russia/CIS, Turkey).
• North America & Australia (NAA). The
Area covers the markets of North America
(USA,Canada),AustraliaandNewZealand.
• Developing Markets. The Area covers the
regions of Latin America (Brazil, Mexico,
Argentina and smaller markets), Africa
Middle East (South Africa, Middle East,
Pakistan, East Africa, West Africa), South
Asia (India, Bangladesh, Sri Lanka,
Indonesia) and East Asia (Korea, Hong Kong,
China, Taiwan, Singapore, Malaysia,
Thailand, Japan).
The Supply function is responsible for all
procurement (raw and packaging materials and
services), production and logistics globally, and
is directly responsible for the operation of the
Company’s 41 production facilities worldwide.
Approximately 90% of manufacturing and
supply is through these 41 sites around the
world, with facilities located in Europe (15
facilities), North America (5 facilities), Australia
and New Zealand (1 facility) and the remaining
facilities spread across Asia (12), Latin America
(4), and Africa Middle East (4). These include
a small number of facilities in higher risk
labour and social environments in Asia and
Latin America.
Information Services is responsible for the
Company’s global systems infrastructure and
global systems, including the Company’s
their products, market shares and brands.
Principal competitors include FMCG companies
like Procter & Gamble, Colgate-Palmolive,
Clorox,S.C.Johnson,HenkelandUnilever,
and such pharmaceutical companies as
GlaxoSmithKline, Johnson & Johnson, Novartis
and Bayer, plus a number of strong local
industry players.
The Company competes, particularly in strongly
branded segments, through its focus on its
leading position in higher growth categories
where it is typically the market leader or a close
follower, and through its ability to introduce
new products (whether improved or newly
developed) supported by a rising and
substantial level of marketing, particularly
media investment. Much industry competition
focuses on competing claims for product
performance rather than price or terms. For this
reason, failure to introduce new products and
gain acceptance thereof may significantly
impact the Company’s operating results. The
Company also encounters challenges to its
leadership positions in markets, the defence
against which requires significant marketing
expenditure and promotional activity.
The Company’s products also compete with
private label products sold by major retail
companies. The Company competes with
private label primarily by focusing on delivering
innovative new products with real consumer
benefits, on which private label typically does
not focus, and by consistent marketing
investment to communicate the benefits of its
brands direct to consumers, where private label
is not advertised.
Technological change and product
improvement can therefore be a key
determinant of the Company’s success. Reckitt
Benckiser’s success in introducing new and
improved products stems from its heavy focus
on developing a pipeline of product innovation.
The Company maintains a large category
development organisation, including market
and consumer research, R&D and marketing/
sales best practice, to fuel this pipeline and
share category success factors and learning.
The Company invested £126m in R&D in 2009.
While the Company believes R&D to be a key
contributor to innovative new products, it does
not believe it to be the dominant performance
indicator for innovation success. The Company’s
success is demonstrated by the fact that around
one third of its net revenue comes from
products launched over the last three years.
INTERNATIONAL OPERATIONS AND
REGULATORY POSITION
The household and health & personal care
industry is heavily regulated by, inter alia, the
EuropeanUnion,theUnitedStatesgovernment
and individual country governments elsewhere.
Ingredients, manufacturing standards, labour
standards, product safety, marketing and
advertising claims are all subject to detailed
and developing regulation.
Reckitt Benckiser has operating companies
in over 60 countries and has sales in around
180 countries worldwide. At present, over 70%
of the Company’s net revenue derives from
Europe, North America and Australia/New