Reckitt Benckiser merges global operations
Announces 13% total net revenue growth in 2011
Reckitt Benckiser, which counts the Veet, Clearasil and Scholl brands among its portfolio, has revaluated its regional organisational structure. The company says it has identified 16 ‘power markets’ for increased investment, many of which are in emerging markets and is restructuring its global operations accordingly.
Outlining the strategy, ceo Rakesh Kapoor said: “We are creating two new area organisations in emerging markets instead of one. Additionally we will merge the European and North American area organisations to form one area. This will enable us to increase the speed, quality and consistency of our in-market execution to drive cost savings.”
The three new geographic areas of focus will be LAPAC, made up of Latin America, North Asia, South and South East Asia, and Australia and New Zealand; RUMEA, comprising Russia and CIS, Middle East, North Africa and Turkey, and sub-Saharan Africa; and ENA, which includes Europe and North America.
In addition, Reckitt Benckiser today announced that total net revenue in 2011 amounted to just under £9.5bn, an increase of 13% on 2011, ahead of the company’s 12%-plus target.
