Dettol: Marketing Research for Understanding Consumer Evaluations of Brand Extensions
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This case is about a marketing research study conducted on brand extensions of Dettol. Dettol as a brand has got immense trust and loyalty from consumers. To achieve fast growth and leverage the Dettol brand name, Reckitt Benckiser India Limited introduced a number of brand extensions. Some of these extensions such as Dettol Soap and Dettol Liquid Hand Wash were are very successful, but most of the other extensions failed to perform in the market. The case discusses how a marketing research study can help in predicting the success of different brand extensions of Dettol.
【書誌情報】
ページ数：9ページ
サイズ：A4
商品番号：HBSP-A00229
発行日：2007/11/8
登録日：2021/2/19
