what are the business-level strategies of reckitt benckiser (basis of competition)

such as Who are the firm's target customers? Does the firm compete on the basis of being the low-cost leader? Or does it differentiate on the basis of quality? Which dimensions of quality (e.g. design, speed, reliability, aesthetics, durability, specification ...)? How successful is the firm in deploying these strategies? Link back to the resources & capabilities analysis.