How Dettol ventured forth to kitchen space!
VOLUME 1 - ISSUE 2 :: MARCH 2014
K. R. Senthilvelkumar
Reckitt Benckiser India decided to enter kitchen dish wash liquid category in 2013. While it had various options for branding this new product, it opted to use its flagship brand, ‘Dettol’. Contrary to the views of many critics, the risk that the company assumed did not backfire. The case explores the influences on this brand extension decision and how the company managed to leverage the power of ‘Dettol’ effectively. The alternate branding approaches that the company could have used and their possible match are examined in the teaching note.