Dettol Case Study
Dettol Case Study
Dettol Case Study
Brand Extensions
G ROUP 7
RESHMA SUNIL
RIA KURIAKOSE
ROSNA JOSE
SIBA SAJI
S R E YA S C H A C K O
RECKITT BENCKISER PLC
•Company known for world number 1 household cleaning products.
•Operations over 60 countries.
•Indian subsidiary – Reckitt & Colman – incorporated in 1951.
•After the merger with Benckiser NV in1999 – renamed to Reckitt Benckiser India Limited
( RBIL).
•Two divisions of product –
a) household products( fabric care, surface cleaners, pest control products etc.)
b) over the counter pharmaceutical products(antiseptic creams, ointments etc.)
•RBIL was a leader in most of the category of products in which it operated.
CASE SUMMARY
•This case is about the evolution of a parent brand and its subsequent product category extensions.
•Consumers have a high level of trust and loyalty for the Dettol brand. Dettol has had a distinct
role in the minds of its consumers since its introduction in India in the 1930s.
•Reckitt Benckiser India Limited (RBIL) launched a number of brand extensions to seek rapid
growth and exploit Dettol's high brand value.
•Some of these extensions, such as Dettol soap and Dettol liquid hand wash, were huge hits, but
the majority of them bombed.
• The case investigates why certain extensions succeed spectacularly while others fail horribly.
CRITICAL ANALYSIS
• The brand Dettol was launched in India in 1933 with the Dettol mouthwash, antiseptic liquid, obstetrics cream
initially for the treatments in hospitals and nursing homes.
• Serves as a multi purpose liquid and created a huge revenue in the market.
• Later the product was used extensively by all households as a first aid to minor scars, for cleaning floors,
medicinal purpose etc..
• Created brand image of ”King of germ protection” having a distinctive odour and sting that associate the
consumer with the brand.
• In 1981 the brand was first extended to soap category having less customer acceptance because the brand was
positioned on the proposition of love and care diverging from the mother brand value.
• In the mid 1990’s and 1991 extended to hand wash and medicated plasters because of increased competition from
Savlon, Lifebuoy etc..
• Increased usage of body wash launched Dettol body wash for premium class segments in high priced category.
• Introduction of Dettol shaving cream and gel failed as its functional and cosmetic benefits did not much.
• In 2000 Dettol talc brand extension was unsuccessful because of the antiseptic smell entrenched in consumers mind
and because of high competition from Nycil, Dermicool, Boroplus.
• Analyzed that some of the brand extensions failed as the brand moved out of its mother brands value proposition of
germ protection and the extension is possible only if it sticks on to the existing value proposition of germ protection.
PBM TOPICS
Brand Extension- Brand extension or brand stretching is a marketing strategy in which a firm marketing a
product with a well-developed image uses the same brand name in a different product category. Organizations
use this strategy to increase and leverage brand equity
Value proposition- A value proposition refers to the value a company promises to deliver to customers
should they choose to buy their product.
Brand positioning- Brand positioning has been defined by Kotler as “the act of designing the company's
offering and image to occupy a distinctive place in the mind of the target market”. In other words, brand
positioning describes how a brand is different from its competitors and where, or how, it sits in customers'
minds.
Product portfolio- A product portfolio is the collection of all the products or services offered by a
company
1. What was the true brand identity of the Dettol brand?
BRAND IDENTITY OF DETTOL: KAPFERER SIX-SIDED PRISM
Physique
Personality
• Green labeled bottle
• Germ Fighter
• Brown liquid
• Trust worthy and
• Distinctive Odour
reliable
• Characteristic sting
• In house doctor
Culture
Relationship • Superior composition
• Functional and and healing values
emotional benefits • Tangible through the
• King of germ kill Odour and sting of the
and healing of wounds product
• Protection to the family • Family value
• Serves all purpose Self-image
Reflection • Germ protection
• Responsible and loving • Family protection
• Act as a first aid
2. Dettol soap (bar and liquid) seemed to be the only proven winner
in the entire lot of brand extensions. What made it work?
Dettol Soap Dettol Liquid
Dettol soap was introduced in 1981, positioned on the “love
and care” platform. Dettol hand wash was introduced after HLL
introduced Lifeboy in liquid form.
But later the company re-launched the product as a “100%
germ fighter” 2003- Dettol Skincare hand wash, a new variant
Reason for the success- growing health and environmental of Dettol Hand wash
awareness among the consumers
2006- Dettol Sensitive Handwash, soap free
Dettol soap variants
formulation using glycerine and gentle on skin.
1999- Dettol Fresh (Perfumed variant of medicinal soap)
2000- Dettol Extra (a soap bar with moisturiser)
Dettol body wash- Original, Skincare and cool.
The product targeted upper class customers and
2001- Dettol Junior (a bar soap for children between 2&6 was priced high. The product was focussed on
years old)
comfort-conscious customers who wanted more
2004- Dettol Skincare soap bar- Targeted woman customers- than a soap for daily bath
Focussed on the skincare needs of women
2006- Dettol Cool- enriched with menthol- targeted teens and
young customers
3. How was Dettol liquid soap positioned in the market vis-à-vis other
competing brands? Had consistency in the image of the parent brand
and positioning of Dettol liquid soap played a role in the success of the
latter?
HLL had launched lifebuoy in liquid form in a plastic dispenser which ended up
being a failure.
Reckitt realized the emerging trend of bathing with a body wash.
Gave focus on comfort conscious customers and the company launched 3
variants – original, skincare & cool.
The product was priced higher than the Dettol soap and targeted upper class
customers.
Dettol liquid soap applied the germ killing strategy, same as that of the parent
brand. This consistency aided in the product success.
4. Why was Dettol floor cleaner not acceptable to consumers,
given that its germ-killing proposition was consistent with the
core benefit offered by the mother brand?
Dettol floor cleaner was believed to be a branded substitute for Dettol liquid. People were using
Dettol liquid for floor cleaning and for them, the new product wasn’t necessary.
Earlier, Reckitt had used advertisements that claimed multiple uses of Dettol antiseptic liquid,
i.e. floor cleaning, bathing, shaving etc.
Dettol liquid doesn't have surfactants or cleaning agents and it has no effect on dust, grime and
grease on the floor.
Lack of efforts to change consumer behavior.
Central theme of marketing communication was the need to prevent the frequency of illness in
households, but it failed to get adequate attention.
5. What was the impact, both positive and negative, that
the numerous extensions had had on the parent brand?
POSITIVE IMPACT NEGATIVE IMPACTS
Less risky strategy Positioning confusion.
Brings new customers into brand franchise. Can confuse or frustrate customers.
Permits subsequent extensions. Can hurt or fail parent brand image.
Cheaper introductory and follow up Can encounter retail resistance.
marketing.
Long run cost saving
Packaging and labelling efficiencies
6. Which extension should the company keep and which
extensions should it delete from its portfolio?
The company should keep: The company should delete:
Soap- the sales value have increased Talc- lack of fit between parent brand and
drastically from 1995 to 2005. The soaps were extension
positioned as “100% germ fighter”.
Mouthwash- The thought of Dettol’s colour
Liquid soap- Dettol hand wash had continuous and smell discouraged consumers from using
growth over the years. New variants were the product
introduced.
Shaving cream- Dettol shaving cream’s health
Floor cleaners- “double-action purpose and hygiene proposition did not satisfy the
product which kills germs while cleaning”. cosmetic needs associated with the product.
Medicated plaster- It was a low-value product
and was used small cuts.
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