This case study attempts to focus on the aspect of brand extensions and trigger insights on how brand extensions in seemingly unrelated categories can be positioned effectively. The last three decades have seen Dettol extending its germ-free campaign from disinfectant to soap to liquid soap categories. Furthermore, Dettol has been vying hard to be the toilet soap of choice by harping on its germ-free bath benefit, thereby taking on Unilever’s Lifebuoy, leading to an overlapping brand promise. This ongoing brand war between Dettol and Lifebuoy has had many a consumer perceive Dettol to be a brand to be placed in the bathroom bracket. In its latest brand xtension avatar, Dettol attempts to take on Vim Liquid, a well-established kitchen cleaner brand from the Unilever stable. Is this a desperate attempt by Reckitt Benckiser (RB) to engage in combat with Unilever that transcends traditionally stablished categories for Dettol? Will this fight for space from the bathroom basins to the kitchenette tops help increase consumer mind share for Dettol? Or will this move by RB lead to a reverse swing diluting the Dettol parent brand, with consumers not wanting the same brand to be part of their personal care portfolio as well as on their kitchen sinks?

1. THE DETTOL ROW: FROM BATHROOM
WRANGLES TO KITCHEN SQUABBLES
This case study attempts to focus on the aspect of brand extensions and trigger insights on how
brand extensions in seemingly unrelated categories can be positioned effectively.The last three
decades have seen Dettol extending its germ-free campaign from disinfectant to soap to liquid
soap categories. Furthermore, Dettol has been vying hard to be the toilet soap of choice by
harping on its germ-free bath benefit, thereby taking on Unilever’s Lifebuoy, leading to an
overlapping brand promise. This ongoing brand war between Dettol and Lifebuoy has had
many a consumer perceive Dettol to be a brand to be placed in the bathroom bracket. In its
latest brand extension avatar, Dettol attempts to take on Vim Liquid, a well-established kitchen
cleaner brand from the Unilever stable. Is this a desperate attempt by Reckitt Benckiser (RB) to
engage in combat with Unilever that transcends traditionally established categories for Dettol?
Will this fight for space from the bathroom basins to the kitchenette tops help increase consumer
mind share for Dettol? Or will this move by RB lead to a reverse swing diluting the Dettol
parent brand, with consumers not wanting the same brand to be part of their personal care
portfolio as well as on their kitchen sinks?
Pedagogical Objectives
• To highlight the pros and cons of extending brands into unrelated categories, that requires
the reader to engage in Analysis of the case context
• To gather insights on how brand extensions can be positioned to remain relevant across
generations of consumers and product categories
• To recognize the concept of brand elasticity and evaluate how it needs be considered in
brand architecture and related communication (Evaluation) and prompting students to
build in tradeoffs in their approach prompting them to compile information (Synthesis)
Case Positioning and Setting
The case study has been developed keeping in mind students taking up a structured management
program. Alternately, executives opting for programs in Brand Management and Integrated
Marketing Communication may also find it useful.
ABSTRACT
© www.etcases.com