Dettol: Managing Brand Extensions

Name: Dettol: Managing Brand Extensions (English version)
SKU: MAR0388

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

Product #:MAR0388

Supplier:Indian Institute of Management Ahmedabad

Discipline:Marketing

Setting:India

Details:Case (PDF) • 32 pages • 2007-08-20 (Rev: 2020-11-02)

Subjects:

Brand management Sales and marketing Sales and marketing Marketing

Geography:

India Asia

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This case is about the evolution of a parent brand and its subsequent extensions into different product categories. Dettol, as a brand, had earned immense trust and loyalty from consumers. From the time it was introduced in India in the 1930s, Dettol occupied a distinct position in the mind of its consumers. To accelerate growth and leverage the strong brand equity of Dettol, Reckitt Benckiser India Limited (RBIL) rolled out a number of brand extensions. Some of these extensions, such as Dettol soap and Dettol liquid hand wash, became phenomenal successes, but most of the others failed to perform. The case deals with the question of why some extensions achieve great success while others fail miserably.

Learning Objectives

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.