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Please use this identifier to cite or link to this item: https://gnanaganga.inflibnet.ac.in:8443/jspui/handle/123456789/9640
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dc.contributor.authorK. R. Senthilvelkumar-
dc.date.accessioned2024-02-27T07:13:14Z-
dc.date.available2024-02-27T07:13:14Z-
dc.date.issued2014-
dc.identifier.urihttp://gnanaganga.inflibnet.ac.in:8080/jspui/handle/123456789/9640-
dc.description.abstractReckitt Benckiser India decided to enter kitchen dish wash liquid category in 2013. While it had various options for branding this new product, it opted to use its flagship brand, 'Dettol '. Contrary to the views of many critics, the risk that the company assumed did not backfire. The case explores the influences on this brand extension decision and how the company managed to leverage t he power of 'Dettol' effectively. The alternate branding approaches that the company could have used and their possible match are examined in the t eaching note.-
dc.publisherCastle the Biannual Case Journal of Jansons School of Business-
dc.titleHow Dettol Ventured Forth to Kitchen Space!-
dc.volVol 1-
dc.issuedNo 2-
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