Sales and Distribution Management of Reckitt Benckiser (Bangladesh) Ltd.

Abstract

Reckitt Benkiser (Bangladesh) Ltd is doing their operations in Bangladesh for more the forty years. Their most successful brand is Harpic, Dettol and veet. These products are most trusted products as well as it has created good image to customer and also creates a well-deemed corporate reputation. Company’s main profit comes from sales of the aforementioned brands. Sales department is called the heart of this company. The department’s main role is to ensure the product availability and run the strong distribution system. This company is basically distribution-based company. In Bangladesh the company have 1000 plus distribution networks by which they run their businesses smoothly. They treat the distributor as their business partner. To ensure product availability in the market the company divided the distribution system in two ways: one is regular distribution house which basically serve city-based markets and another distribution system is sub-DB system which is basically designed to ensure delivery in the areas where it is not possible to distribute through established sub distribution system. To operate the business properly as well as to continuously monitor the operation, the company has strong and efficient employee and advanced sales force. And those people are working in field and mainly taking the order called DSR. To promote their product and maintain good relation with outlets, they offer different trade promotion offer. They also offer consumer promotion offer. In the valuable outlets, they take under special criteria to offer customer promotions only through those outlets. These outlets get extra discount or commission so do their customers in those outlets. Today’s business world is changing day by day and competitors are more aggressive than the previous era. Though the Reckitt has previous established reputation, they are trying to compete with that race. They are trying to improve their overall department employee skill and field sales force performance by taking different necessary steps.