Product Overview

This case is about a marketing research study conducted on brand extensions of Dettol. Dettol as a brand has got immense trust and loyalty from consumers. To achieve fast growth and leverage the Dettol brand name, Reckitt Benckiser India Limited introduced a number of brand extensions. Some of these extensions such as Dettol Soap and Dettol Liquid Hand Wash were are very successful, but most of the other extensions failed to perform in the market. The case discusses how a marketing research study can help in predicting the success of different brand extensions of Dettol.

Learning Objectives

Understanding how marketing research can help marketers to predict consumer acceptance of different brand extensions. Analysing the effect of various factors on the success and failures of brand extensions with the help of qualitative and quantitative data. Understanding how Aaker and Keller's (1990) model can be used to analyse how customers evaluate brand extensions.