7/28/2019 Case Study - iPod
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Case studyBrasso Gadget Care to target iPod generationBy John
Reynolds
Reckitt Benckiser is to re-launch its Brasso brand with the
addition of a product targeting
consumers who own devices such as MP3 players and
e-readers.Brasso Gadget Care willbe launched in November. It will
be supported by a yet-to-be unveiled digital marketing
push positioning the product as safe to use on a wider range of
items than the more
abrasive core Brasso product. The consumer-facing campaign marks
a change inmarketing focus for the 105-year-old metal-polish brand,
which, in recent years, has
largely targeted tradesmen and professionals. The Gadget product
is designed to clean the
materials that make up modern digital devices, such as iPods,
laptop computers and
mobile phones. It marks an effort by Reckitt Benckiser to drive
repeat purchases of theBrasso brand.
Brasso has previously shied away from brand extensions; its
Gadget Care product was
suggested by a first-year graduate marketer at Reckitt
Benckiser. The companysmarketing director, Stefan Gaa, claimed this
is indicative of the non- hierarchical
structure of the company. Brasso, which was introduced to the UK
in 1905, has adistinctive sunburst design on its tin, which has
changed only once in the past 100 years.
The recipe for the original productwhich is made up of polishing
powder and soap jelly
dispersed in white spirit has also remained unchanged over this
period. The revamp of
Brasso follows Reckitt Benckisers recent 2.5bn acquisition of
SSL, which ownscondom brand Durex. The companys chief executive,
Bart Becht, believes the
acquisition will prove a watershed for its health and personal
care business.
Reckitt Benckiser has also added footcare brand Scholl to its
growing list of Power-
brands, which includes household products such as Vanish and
Dettol. Separately, thecompany has announced plans for a 2.5m
campaign to promote its Air Wick Christmas
collection, using the strapline Wrap your home in luxury.
Questions on the case study (30 marks)
1. What is positioning? How has Reckitt Benckiser (RB)
positionedBrasso Gadget Care in this case study? Describe 3
targeting strategiesthat RB could use (10 marks)
2. Discuss the decision making process and external factors that
wouldinfluence a consumer looking to purchase Brasso Gadget Care.
(10marks)
3.Discuss the New Product Development (NPD) process that RB
would
need to follow for the successful launch of Brasso Gadget
Care.
Outline the 2 main pricing strategies that can be applied to
new
products such as Brasso Gadget Care. (10 marks)
