Subject category:
Marketing
Published by:
IBS Center for Management Research
Length: 8 pages
Data source: Published sources
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