Professional Documents
Culture Documents
ACRJ
by INDIAN INSTITUTE OF MANAGEMENT @ BANGALORE (IIMB) on 09/24/23. Re-use and distribution is strictly not permitted, except for Open Access articles.
aNames are disguised. Case setting is created for the purpose of facilitating classroom
discussion.
generic to its category soon after its launch in the 1930s7 and
had maintained its status quo over the years. More than a
billion people all over the world were aware of the brand.
Dettol developed distinct brand values and associations. It
always achieved high standards in effective germ kill and
superior solutions. It was also found to be safe on contact
with the skin. The very word brought the images of brown
liquid in a green labelled bottle, unique odour as well as the
sting which was characteristic of the product. Consumers’
trust on brand was evident from the fact that a bottle of
Asian Case Res. J. 2009.13:105-143. Downloaded from www.worldscientific.com
name was new, and conveyed no particular meaning or idea. The company’s
management decided on this name as it was free of any pre-conceived opinions or
perceptions, its features or attributes. Additionally, it was believed by many that the
word Dettol connoted medical association.
dPuerperal fever (from the latin word puer which means child) is also known as
DETTOL IN INDIA
eThe government had included Dettol antiseptic liquid in the category of price
controlled drugs.
Dettol Soap
that the air was heavily polluted and using Dettol antiseptic
by INDIAN INSTITUTE OF MANAGEMENT @ BANGALORE (IIMB) on 09/24/23. Re-use and distribution is strictly not permitted, except for Open Access articles.
Dettol Talc
Dettol Mouthwash
ROAD AHEAD
ACKNOWLEDGEMENTS
REFERENCES
38. Business Standard 2001. The Strategist — Dettol’s cuts and bruises,
October 23.
39. Magindia.com 2000. Category: Marketing Rejuvenating Reckitt
(November ‘30, 2000, HBL), http://www.magindia.com/
manarch/news/man3309.html, Accessed on August 30, 2006.
40. Business Standard 2001. Reckitt junks prickly Dettol powder,
July 9.
41. Business Standard 2000. Reckitt to launch Dettol prickly heat
powder, May 5.
42. Business Line 2000. Marketing — New products under Dettol
banner, May 20.
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Exhibit 1
Exhibit 1: BCG Matrix for the Brand extensions of Dettol
by INDIAN INSTITUTE OF MANAGEMENT @ BANGALORE (IIMB) on 09/24/23. Re-use and distribution is strictly not permitted, except for Open Access articles.
Exhibit 2
Exhibit 3
by INDIAN INSTITUTE OF MANAGEMENT @ BANGALORE (IIMB) on 09/24/23. Re-use and distribution is strictly not permitted, except for Open Access articles.
Sales volume(unit)
Bulk drugs (Ton) 109.5 140 111.7 99.5
Food products (Ton) 590.2 563 485.7 446.8
Household products (Ton) 20,028.90 27,349.80 30,358.30 33,624.20
Laundry products (Ton) 8,149.10 7,353.30 7,556.10 7,124.00
Liquids (Litres) 3,892.70 4,171.60 4,088.00 4,043.80
Ointments (Ton) 22.2 29.3 10.5 33.2
Tablets (Ton) 559.7 429.8 511.3 274.5
Toiletries (Ton) 9,446.40 10,853.20 11,588.30 9,898.30
Exhibit 4
by INDIAN INSTITUTE OF MANAGEMENT @ BANGALORE (IIMB) on 09/24/23. Re-use and distribution is strictly not permitted, except for Open Access articles.
Brands
Segments
Health & Disprin Dettol Detol Dettol Dettol bar Dettol Dettol Dettol Dettol Dettol Dettol
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personal care mouthwash floor antiseptic soap antiseptic antiseptic antiseptic liquid shaving talc
cleaner liquid cream pain relief adhesive hand cream
(Dettol spray bandage wash
Gold )
Home care Mortein Mortein
(household Mosquito Rat Kill
insecticides) coils & mat
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Exhibit 6
Exhibit 5
7/30/2009 5:43:02 PM
DETTOL: MANAGING BRAND EXTENSIONS 125
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by INDIAN INSTITUTE OF MANAGEMENT @ BANGALORE (IIMB) on 09/24/23. Re-use and distribution is strictly not permitted, except for Open Access articles.
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Exhibit 8
7/30/2009 5:43:04 PM
Asian Case Res. J. 2009.13:105-143. Downloaded from www.worldscientific.com
by INDIAN INSTITUTE OF MANAGEMENT @ BANGALORE (IIMB) on 09/24/23. Re-use and distribution is strictly not permitted, except for Open Access articles.
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Exhibit 9
7/30/2009 5:43:05 PM
Asian Case Res. J. 2009.13:105-143. Downloaded from www.worldscientific.com
by INDIAN INSTITUTE OF MANAGEMENT @ BANGALORE (IIMB) on 09/24/23. Re-use and distribution is strictly not permitted, except for Open Access articles.
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Exhibit 10
Sales of Dettol Bar Soaps, Talc and Liquid Soaps (Original and Variants — in Rs Million)
1994 1995 1996 1997 2001 2002 2003 2004 2005 2006*
Soaps
Dettol Original 210.5 604.3 907.9 1424.4 1536.7 1590.1 1679.6 1849.4 2095.7
Dettol Extra 123.4 36.7 6.8 3.3 0.9 1.4
Dettol Fresh Fragrance 23.4 3.3 0.9 0.3 0.1 3.7
Dettol Junior 10.7 27.0 15.4 4.4 2.1 1.2
Dettol Skincare 15.6 280.9 299.2 312.6
Dettol Cool 0.4 11.2 172.6
Dettol Deo 0.4 12.1 3.1
Talc
Dettol Citrus Fresh 3.6 4.7 2.3 1.0 0.9 0.7
Dettol Fresh Fragrance 39.5 22.8 8.8 4.8 3.3 3.2
Liquid Soaps
Dettol Original Hand Wash 6.8 25.3 40.6 47.7 40.1 55.1 65.8 97.8 104.0 129.0
Dettol Skincare Hand Wash 10.0 43.5 59.9 66.5
Dettol Sensitive Hand Wash 14.0
Dettol Original Body Wash 1.4 3.2
Dettol Skincare Body Wash 1.3 2.2
Dettol Body Wash 0.6 2.7
*Till November 2006.
7/30/2009 5:43:05 PM
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by INDIAN INSTITUTE OF MANAGEMENT @ BANGALORE (IIMB) on 09/24/23. Re-use and distribution is strictly not permitted, except for Open Access articles.
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Exhibit 11
Exhibit 12
7/30/2009 5:43:06 PM
Asian Case Res. J. 2009.13:105-143. Downloaded from www.worldscientific.com
by INDIAN INSTITUTE OF MANAGEMENT @ BANGALORE (IIMB) on 09/24/23. Re-use and distribution is strictly not permitted, except for Open Access articles.
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Dettol
Lifebuoy
Exhibit 13: Perceptual
Perceptual
Map 1 for
Price
Lux
MapLiquid
Exhibit 13
Fa
Ideal
1 for Liquid
SoapSoap
Brands
Brands
Liril
Fem
Hygiene
7/30/2009 5:43:06 PM
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by INDIAN INSTITUTE OF MANAGEMENT @ BANGALORE (IIMB) on 09/24/23. Re-use and distribution is strictly not permitted, except for Open Access articles.
00122.indd 131
Dettol
Lifebuoy
Lux
Fragrance
Exhibit 14
Ideal
Fa
Exhibit 14: Perceptual Map 2 for Liquid Soap Brands
Perceptual Map 2 for Liquid Soap Brands
Liril
Fem
Hygiene
DETTOL: MANAGING BRAND EXTENSIONS 131
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by INDIAN INSTITUTE OF MANAGEMENT @ BANGALORE (IIMB) on 09/24/23. Re-use and distribution is strictly not permitted, except for Open Access articles.
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Ideal
Fem
Dettol
Fragrance
Exhibit 15
Lifebuoy
Fa
Exhibit 15: Perceptual Map 3 for Liquid Soap Brands
Perceptual Map 3 for Liquid Soap Brands
Liril
Lux
Price
7/30/2009 5:43:06 PM
Asian Case Res. J. 2009.13:105-143. Downloaded from www.worldscientific.com
by INDIAN INSTITUTE OF MANAGEMENT @ BANGALORE (IIMB) on 09/24/23. Re-use and distribution is strictly not permitted, except for Open Access articles.
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Dettol
Lifebuoy
Lux
Freshness
Exhibit 16
Ideal
Fa
Exhibit 16: Perceptual Map 4 for Liquid Soap Brands
Perceptual Map 4 for Liquid Soap Brands
Liril
Fem
Hygiene
DETTOL: MANAGING BRAND EXTENSIONS 133
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by INDIAN INSTITUTE OF MANAGEMENT @ BANGALORE (IIMB) on 09/24/23. Re-use and distribution is strictly not permitted, except for Open Access articles.
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Ideal
Fem
Dettol
Freshness
Exhibit 17
Lifebuoy
Fa
Exhibit 17: Perceptual Map 5 for Liquid Soap Brands
Lux
Perceptual Map 5 for Liquid Soap Brands
Liril
Price
7/30/2009 5:43:07 PM
Asian Case Res. J. 2009.13:105-143. Downloaded from www.worldscientific.com
by INDIAN INSTITUTE OF MANAGEMENT @ BANGALORE (IIMB) on 09/24/23. Re-use and distribution is strictly not permitted, except for Open Access articles.
00122.indd 135
Ideal
Lux
Liril
Freshness
Exhibit 18
Dettol
Lifebuoy
Fa
Fem
Exhibit 18: Perceptual Map 6 for Liquid Soap Brands
Perceptual Map 6 for Liquid Soap Brands
Fragrance
DETTOL: MANAGING BRAND EXTENSIONS 135
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by INDIAN INSTITUTE OF MANAGEMENT @ BANGALORE (IIMB) on 09/24/23. Re-use and distribution is strictly not permitted, except for Open Access articles.
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Source: http://magindia.com.
Exhibit 19
7/30/2009 5:43:08 PM
Asian Case Res. J. 2009.13:105-143. Downloaded from www.worldscientific.com
by INDIAN INSTITUTE OF MANAGEMENT @ BANGALORE (IIMB) on 09/24/23. Re-use and distribution is strictly not permitted, except for Open Access articles.
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Source: http://magindia.com.
Exhibit 20
7/30/2009 5:43:09 PM
138 ACRJ
Exhibit 21
by INDIAN INSTITUTE OF MANAGEMENT @ BANGALORE (IIMB) on 09/24/23. Re-use and distribution is strictly not permitted, except for Open Access articles.
What kind of
a mother are you?
□ Caring
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□ Protective
□ Gentle
□ All of the above
Source: http://magindia.com.
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Source: http://magindia.com.
Exhibit 22
7/30/2009 5:43:12 PM
Asian Case Res. J. 2009.13:105-143. Downloaded from www.worldscientific.com
by INDIAN INSTITUTE OF MANAGEMENT @ BANGALORE (IIMB) on 09/24/23. Re-use and distribution is strictly not permitted, except for Open Access articles.
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Source: http://magindia.com.
Exhibit 23
7/30/2009 5:43:13 PM
DETTOL: MANAGING BRAND EXTENSIONS 141
Exhibit 24
by INDIAN INSTITUTE OF MANAGEMENT @ BANGALORE (IIMB) on 09/24/23. Re-use and distribution is strictly not permitted, except for Open Access articles.
Feeling
the itch?
Asian Case Res. J. 2009.13:105-143. Downloaded from www.worldscientific.com
Source: http://magindia.com.
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Source: http://dettol.co.in/.
Exhibit 25
7/30/2009 5:43:16 PM
DETTOL: MANAGING BRAND EXTENSIONS 143
Exhibit 26
by INDIAN INSTITUTE OF MANAGEMENT @ BANGALORE (IIMB) on 09/24/23. Re-use and distribution is strictly not permitted, except for Open Access articles.
The shot of a packed school auditorium. ...but this year Ravi Mehta has not been
The teacher announces, “For the last four absent for a single day. He is getting the
years nobody has won this prize... award for 100% attendance..” The boy
boards the stage...
...as some parents in the audience MVO: “Homes where Dettol is used daily,
wonder, “Nowadays kids are falling sick so here is less chances of people falling sick.”
often, wonder how Ravi managed.” The boy accepts his award and proudly...
...holds it up, as the audience applauds The Dettol logo appears as the MVO adds,
his achievement. “Dettol. Be 100% sure.”
Source: http://www.agencyfaqs.com/advertising/storyboard/Dettol/957.html.