DETTOL:

MANAGING
BRAND
EXTENSION
Case Study
 BRAND IDENTITY OF DETTOL: KAPFERER
SIX-SIDED PRISM Picture of sender
PHYSIQUE PERSONALITY
Green labelled glass bottle In-house-doctor
Brown coloured liquid Cures the patient rather than make him
Characteristic smell feel good
Stings on application Very strong and unique antiseptic
EXTERNALISATION

RELATIONSHIP
Dual platform of functionality
and emotion
100% germ fighter
Protection for the loved ones
REFLECTION
Image of responsible & loving
house-wife
Protection & security of her family is
utmost importance
INTERNALISATION
platform
CULTURE
Deep rooted values lies in its
superior composition and
healing values
Tangible through the odour and
sting of the product
SELF-IMAGE
Instant protector of the family at the
time of bruises and minor accidents
Picture of receiver
DETTOL: BRAND RESONANCE
NEED TO GROW THE BRAND

Indicators
Stagnation in the late 1980s
Restricted revenues

Causes
Present in all household but seldom used
Government kept the product under the purview of price control

Result
Low Sales Volume
Inventory stuck with company and the middlemen
 BRAND
RESPONSE:
ALL-PURPOSE
ANTISEPTIC
LIQUID
BRAND EXTENSIONS: DETTOL SOAP (1981)

Launched as Premium Cosmetic Soap

Positioned as Love & Care platform
Launch By 2006, market share was 0.5%

Faltered on Protection & Germ Fighter Position

Customers unable to relate hygiene & germicheck
Outcome image with cosmetic
BRAND EXTENSIONS: DETTOL SOAP (1981)
COURSE CORRECTION

100% Germ Fighter

BRAND EXTENSIONS: DETTOL SOAP (1981)
LINE EXTENSIONS

1999 Dettol Fresh (perfumed)

2000 Dettol Extra (moisturizer)
2001 Dettol Junior (2-6 years)
2004 Dettol Skincare (Women)
2006 Dettol Cool Menthol (for teens & youngsters)
MARKET SHARE (VALUE) OF BAR SOAP
BRANDS 2001-2006
Brand 2001 2002 2003 2004 2005 2006
Lifebuoy 22.4% 22.2% 23.4% 24.4% 24.5% 24.6%
Lux 18.3% 20.4% 21.8% 21.8% 19.8% 22.2%
Santoor 5.1% 5.5% 6.1% 5.9% 6.7% 7.8%
Nirma 10.1% 9.4% 9.1% 8.7% 7.4% 6.6%
Dettol 4.7% 4.7% 4.6% 5.5% 5.7% 5.9%
Hamam 5.7% 5.5% 5.1% 5.2% 5.4% 4.8%
Pears 3.4% 3.7% 3.9% 4.7% 4.8% 4.7%
Dettol Original 4.3% 4.6% 4.5% 4.7% 4.8% 4.7%
Medimix 4.5% 4.6% 4.3% 4.3% 4.6% 4.0%
Rexona 7.0% 6.3% 5.4% 4.8% 4.3% 3.9%
Cinthol 4.1% 3.4% 3.0% 0.6% 3.5% 3.2%
Mysore Sandal 2.8% 2.6% 2.7% 2.5% 2.3% 2.0%
Dettol Variants 0.4% 0.1% 0.1% 0.8% 0.8% 1.1%
BRAND EXTENSIONS: DETTOL LIQUID SOAP
(MID 1990S)

Got idea from Lifebuoy Liquid form

Marketed aggressively
Launch Niche market, upper class consumers

Strong fit with parent brand

Customers were able to relate hygiene &
Outcome germicheck image
BRAND EXTENSIONS: DETTOL LIQUID SOAP-
BODY WASH (MID 1990S)

For comfort conscious customer who wanted more

than just a soap for daily bath
Launch Niche market, upper class consumers

Higher concentration of female users

Body wash seen as an indulgent product providing
Outcome refreshing bathing experience
 MARKET SHARE (VALUE) OF LIQUID SOAP
BRANDS DURING 2001-2006

Brands 2001 2002 2003 2004 2005 2006

Dettol 30.2% 28.2% 31.5% 36.0% 35.9% 34.6%

Dettol Original 30.2% 28.2% 27.3% 24.9% 22.4% 20.5%

Fem 28.8% 29.1% 29.6% 21.4% 17.4% 16.2%

Dettol Variants 0.0% 0.0% 4.1% 11.1% 13.6% 14.1%

Lux 7.0% 9.8% 4.2% 5.8% 8.2% 8.5%

Libebuoy 3.7% 1.9% 0.4% 0.1% 2.3% 5.9%

Liril 0.1% 2.8% 2.9% 0.8% 0.2% 0.2%

BRAND EXTENSIONS: DETTOL MEDICATED
PLASTERS (1991)

Launched as competitive strategy against J&J

Launch Logical extension of parent brand

No Significant sales for the company as market

was very small
The investment would not justify the ROI
Outcome Company lost the zeal to pursue the product
whole-heartedly
BRAND EXTENSIONS: DETTOL SHAVING
CREAM (1996)

Findings - 30% shavers used Dettol liquid and no

aftershave
Launch Average purchase frequency higher

Medicinal smell associated with it was

unacceptable
Outcome Company claims it did not has expertise in gels
BRAND EXTENSIONS: DETTOL TALC (2000)

Promoted as product that prevents body odour by

fighting germs
Launch Had pleasant fragrance the important attribute

for talcum powder

Lack of fit between the core attributes

Consumers believed it had its typical medicinal
Outcome smell
Dominant brands
BRAND EXTENSIONS: DETTOL MOUTHWASH

Logic Image of germ fighting product in the

Launch mouth

Fighting bad odour v/s fighting germs

Consumer were skeptical for using Dettol for
internal use
Outcome Emotions of Smell, Colour and Sting were
restrictive
BRAND EXTENSIONS: DETTOL FLOOR
CLEANER(2002)

Germ killing proposition

Brand Substitute for Dettol used with water as a
Launch floor cleaner
Adequate Marketing support

Failed to get adequate response

Outcome Lacked effort to change consumer usage behaviour
EXTENSION INTO PERSONAL CARE
PRODUCTS

Reckitt planning to launch a range of personal care products

deodorants and creams
Plan to get larger role for Dettol in consumers every day life
Leverage parent brand for rapid growth
Idea was to move away from Dettols image of offering functional
benefit of killing germs and make the brand more versatile.
BCG MATRIX
FALLING CAGR

Year 1990 1998 2001

Company Value(in Crore) Rs 27 Rs 168 Rs 230

CAGR 25.673% 11.038%

CAGR Difference 57%

FACTORS FOR SUCCESSFUL BRAND
EXTENSION

Market Company
Factors Factors
Competitive Extension
Intensity Specific
Advertising
Order of Entry
Strong Mother Close fit
brand
POSITIVE IMPACT OF BRAND EXTENSION
Enhances & Brings new
revitalizes customers
the parent into brand
brand franchise

Clarifies Permits
brand subsequent
meaning extensions
Benefits
to Parent
Brand
NEGATIVE IMPACT OF BRAND EXTENSION

Can confuse or frustrate consumers

Can encounter retailer resistance

Can fail, dilute & hurt parent brand

image

Can succeed but cannibalize sales of

parent brand
SUCCESS MANTRA OF BRAND EXTENSION

CONNECT
between the
extension & the
parent brand.

Extensions
should Do so only when
strengthen prior brand
overall brand equity exists
equity.
THANK YOU