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Dettol : marketing research for understanding consumer evaluations of brand extensions /

This case discusses a marketing research study conducted on brand extensions of Dettol, the iconic brand of Reckitt Benckiser India Limited (RBIL). Dettol is regarded as one of the most trusted brands in the Indian market. In order to achieve fast growth, RBIL introduced several brand extensions of...

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Bibliographic Details
Main Authors: Jaiswal, Anand Kumar (Author), Srivastava, Arpita (Author)
Format: eBook
Language:English
Published: London : Indian Institute of Management, Ahmedabad, 2007.
Series:SAGE business cases.
Subjects:
Marketing research > Case studies.
Product management > Case studies.
Marketing > Recherche > Études de cas.
Produits commerciaux > Gestion > Études de cas.
Marketing research
Product management
Electronic books.
Case studies
Online Access:Connect to the full text of this electronic book
Description
Summary:This case discusses a marketing research study conducted on brand extensions of Dettol, the iconic brand of Reckitt Benckiser India Limited (RBIL). Dettol is regarded as one of the most trusted brands in the Indian market. In order to achieve fast growth, RBIL introduced several brand extensions of Dettol. While Dettol's extension into the soap and liquid hand wash categories were successful, many other extensions such as Dettol Talc, Dettol Shaving Cream, and Dettol Mouthwash were largely failures in the marketplace. The case discusses how a marketing research study can help in predicting the success of different brand extensions of Dettol.
Physical Description:1 online resource.
ISBN:9781529619812
1529619815