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Dettol : managing brand extensions / Anand Jaiswal.
SAGE Business Cases 2023 Annual Collection Available online
SAGE Business Cases 2023 Annual Collection- Format:
- Book
- Author/Creator:
- Jaiswal, Anand Kumar, author.
- Shrivastav, Arpita, author.
- Kothari, Dhwani, author.
- Series:
- SAGE business cases.
- SAGE business cases
- Language:
- English
- Subjects (All):
- Product management.
- Physical Description:
- 1 online resource : illustrations.
- Place of Publication:
- London : Indian Institute of Management, Ahmedabad, 2007.
- 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.
- Notes:
- Description based on publisher supplied metadata and other sources.
- ISBN:
- 1-5296-1980-7
- OCLC:
- 1362533953
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