Performance Evaluation of LeadingFMCG Company in Sylhet Metro City: a Case Study on Selected Products of Reckitt Benckiser Group PLC (RB) in Sylhet Region

Abstract

<p><em>This paper examines the sales performance of a leading FMCG by analyzing sales data of selected products of Reckitt Benckiser in Sylhet region over five months&rsquo; time. The sales data of the top selling five products of RB were analyzed month wise and then item wise to check the trend in sales. There has been no significant monthly sales trend and steady pace in sales growth found for the products under study. The comparative analysis of five top selling products of the company shows the dominant items in the revenue. Retailers and many customers think that RB needs to increase its promotional efforts to improve market share compared to other participants in the same industry. RB may think about more consumer-centric promotion programs and special offers to boost its sales.</em></p>

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