Business Case Studies & Business Publications

Dettol: Managing Brand Extensions

Jaiswal, Anand Kum...

Case

Dettol: Managing Brand Extensions

Jaiswal, Anand Kumar; Shrivastav, Arpita; Kothari, Dhwani

IIMA-MAR0388 | Published August 20, 2007 | 32 pages Case

Collection: Indian Institute of Management, Ahmedabad

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Learning Objectives

This case is about the evolution of a parent brand and its subsequent extension into different product categories. Dettol as a brand has received immense trust and loyalty from consumers. Since the 1930s when Dettol was introduced in India, it has steadily created a deep entrenched position in the mind of its consumers. To achieve fast growth and leverage the strong brand equity of the Dettol, Reckitt Benckiser India Limited rolled out a number of brand extensions. Some of these extensions such as Dettol Soap and Dettol Liquid Hand Wash became a phenomenal success, while most others failed. The case discusses why some of the extensions achieve great success while others fail miserably.

Understanding why companies go for brand extensions instead of introducing new brands. Studying factors that contribute to the success or failure of an established brand's extensions. Learning how a customer evaluates brand extensions. Understanding the reciprocal impact of brand extensions on the mother brand. Developing a systematic approach for taking decisions about the revival or discontinuation of apparently failed brand extensions.