Dettol : managing brand extensions /
What next? wondered Vishal Khanna,a 1 General Manager (Marketing), Reckitt Benckiser India Limited (RBIL), as he sat gazing at the Boston Consulting Group's (BCG) matrix of Dettol brand extensions (see Exhibit 1). It was December 20, 2006, and Khanna, who had recently joined the company, had be...
| Main Authors: | , , |
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| Format: | eBook |
| Language: | English |
| Published: |
London :
Indian Institute of Management, Ahmedabad,
2007.
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| Series: | SAGE business cases.
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| Subjects: | |
| Online Access: | Connect to the full text of this electronic book |
| Summary: | What next? wondered Vishal Khanna,a 1 General Manager (Marketing), Reckitt Benckiser India Limited (RBIL), as he sat gazing at the Boston Consulting Group's (BCG) matrix of Dettol brand extensions (see Exhibit 1). It was December 20, 2006, and Khanna, who had recently joined the company, had been entrusted with the task of assessing the performance of the brand's various extensions. RBIL had rolled out more than eight extensions of Dettol in the past 25 years, and many of them had failed to establish their presence in the market. As Khanna reviewed the brand data and RBIL's past decisions, he contemplated what future course of action the company should take. He found himself reflecting on Dettol's long journey in India. |
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| Physical Description: | 1 online resource : illustrations. |
| ISBN: | 9781529619805 1529619807 |