Performance Evaluation of Leading FMCG Companies in Sylhet Metro City: A Case Study on Selected Products of Reckitt Benckiser

Mosaddak Ahmed Chowdhury, Tahsina Haque Simu, Md Burhan Uddin

Abstract


This paper analyses the product line of Harpic of Reckitt Benckiser (RB) in Sylhet metropolitan city by scrutinizing sales data of Harpic over the last six months in 2015. Sales data taken for Harpic directly from RB were then analysed and compared to related products to see the trend of sales over this six month period. There have been significant sales of some related products of this line in the given period, while sales of some products are not satisfactory. Though many products under the study have shown good performance, retailers and customers think that RB needs to increase sales-augmenting activities to keep its toilet cleaning product line unparalleled in Sylhet metropolitan.

Aus. J. Bus. Sco S. & IT. Vol 2(3), July 2016, P 167-179


Keywords


Product line analysis; FMCG; MNC; Product Performance

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