A core part of my role at Reckitt was to coach my team to combine data and insights to optimise the 4P Strategies for all brands.

In 2020, Harpic was sitting at 18% market share with a very low Gross Margin Profile that was well under the company average. Reckitt was in a position that every unit sold impacted the profitability of the business. It was vital to increase profitability, increase sales and share otherwise the brand would likely be deleted by retailers. 

Harpic had such low profitability that the business did not invest ATL behind the brand so therefore the task was to leverage the 4Ps framework to enhance our product’s market positioning and share, optimise pricing strategies and margin, increase distribution and overhaul the brand to stop it from being deleted from market.

The brand is also managed by our graduate role, which changes every 12 months. Working alongside and coaching a series of graduates to use the 4Ps framework, and focusing on brilliant basics we saw a turn around in brand decline from -3.7% to 18.6% growth vs YA.

As a result, Harpic now is #1 brand in two out of three segments, +$2M Value Sales, holding 30% Market Share and now growing at +35% QTR driving category growth with the rest of the players falling behind.  Additionally, in 2024 for the first time in more than 10 years due to increased profitability Harpic will be able to invest in ATL Media Support.