Dettol: Managing Brand Extensions
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.