Dettol Case Study
Dettol Case Study
Dettol Case Study
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
INTERNALISATION
platform
RELATIONSHIP CULTURE
Dual platform of functionality Deep rooted values lies in its
and emotion superior composition and
100% germ fighter healing values
Protection for the loved ones Tangible through the odour and
sting of the product
REFLECTION SELF-IMAGE
Image of responsible & loving Instant protector of the family at the
house-wife time of bruises and minor accidents
Protection & security of her family is
utmost importance 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)
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
CONNECT
between the
extension & the
parent brand.
Extensions
should Do so only when
strengthen prior brand
overall brand equity exists
equity.
THANK YOU