Dettol : marketing research for understanding consumer evaluations of brand extensions / Anand Jaiswal.

Format:

Book

Author/Creator:

Jaiswal, Anand Kumar, author.

Srivastava, Arpita, author.

Series:

SAGE business cases.

SAGE business cases

Language:

English

Subjects (All):

Marketing research--Case studies.

Marketing research.

Product management--Case studies.

Product management.

Physical Description:

1 online resource.

Place of Publication:

London : Indian Institute of Management, Ahmedabad, 2007.

Summary:

This case discusses a marketing research study conducted on brand extensions of Dettol, the iconic brand of Reckitt Benckiser India Limited (RBIL). Dettol is regarded as one of the most trusted brands in the Indian market. In order to achieve fast growth, RBIL introduced several brand extensions of Dettol. While Dettol's extension into the soap and liquid hand wash categories were successful, many other extensions such as Dettol Talc, Dettol Shaving Cream, and Dettol Mouthwash were largely failures in the marketplace. The case discusses how a marketing research study can help in predicting the success of different brand extensions of Dettol.

Notes:

Description based on publisher supplied metadata and other sources.

ISBN:

1-5296-1981-5

9781529619812

OCLC:

1362531239