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http://hdl.handle.net/11718/10450| Title: | Dettol: managing brand extensions |
| Authors: | Jaiswal, Anand Kumar Shrivastava, Arpita Kothari, Dhwani |
| Issue Date: | 2009 |
| Abstract: | “What next?” pondered Vishal Khannaa, General Manager (Marketing), Reckitt Benckiser India Limited (RBIL), as he sat gazing at the Boston Consulting Group (BCG) matrix of Dettol brand extensions (Exhibit 1). It was December 20, 2006 and Mr. Khanna was putting together decisions concerning the brand extensions of Dettol. RBIL had rolled out more than eight extensions of Dettol in the past and many of them had failed to establish their presence in the market. Khanna was entrusted with the task of assessing the performance of various extensions. He was wondering what future course of action the company should take. He first started reflecting on the long journey traversed by Dettol in India. |
| Description: | Asian Case Research Journal, 13, 1 (2009), 105-43 |
| URI: | http://hdl.handle.net/11718/10450 |
| Appears in Collections: | Journal Articles |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| Dettol_Managing_Brand_Extensions.pdf Restricted Access | 1.31 MB | Adobe PDF | View/Open Request a copy |
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