Product details

Product details
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Abstract

The case study 'Reckitt Benckiser's Dettol Co-Created With Moms' throws light on the new and innovative product development and marketing strategies adopted by Reckitt Benckiser India (RB India) to increase the market share of its flagship brand, Dettol, in the Indian personal care products market. The case study takes a look at the history of brand Dettol, its introduction in India in 1933, and its gradual acceptance by Indians who until then had used naturally available spices and herbs as germicides and disinfectants. Next, the case study talks about the need for a new product category and the marketing research conducted by RB India which led to its co-creating a product range with the contemporary, well-placed, millennial Indian mother. The case also details the innovative marketing campaign executed by RB India for the new 'Dettol Co-Created With Moms' range of soaps and liquid handwash. The case study ends with RB India's future plans to leverage the 'Dettol Co-Created With Moms' platform for growing the Dettol brand and replicating the innovative marketing practices in other product categories.

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Time period

The events covered by this case took place in 2017-2020.

Geographical setting

Region:
Asia
Country:
India

Featured company

Reckitt Benckiser (India) Ltd
Turnover:
INR 5 billion
Type:
Public company
Industry:
Cosmetics & toiletries

About

Abstract

The case study 'Reckitt Benckiser's Dettol Co-Created With Moms' throws light on the new and innovative product development and marketing strategies adopted by Reckitt Benckiser India (RB India) to increase the market share of its flagship brand, Dettol, in the Indian personal care products market. The case study takes a look at the history of brand Dettol, its introduction in India in 1933, and its gradual acceptance by Indians who until then had used naturally available spices and herbs as germicides and disinfectants. Next, the case study talks about the need for a new product category and the marketing research conducted by RB India which led to its co-creating a product range with the contemporary, well-placed, millennial Indian mother. The case also details the innovative marketing campaign executed by RB India for the new 'Dettol Co-Created With Moms' range of soaps and liquid handwash. The case study ends with RB India's future plans to leverage the 'Dettol Co-Created With Moms' platform for growing the Dettol brand and replicating the innovative marketing practices in other product categories.

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Settings

Time period

The events covered by this case took place in 2017-2020.

Geographical setting

Region:
Asia
Country:
India

Featured company

Reckitt Benckiser (India) Ltd
Turnover:
INR 5 billion
Type:
Public company
Industry:
Cosmetics & toiletries

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