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Dettol is a product which has ruled the Indian healthcare market for decades. It is a product which has redefined marketing strategies and taught brands how to sustain your product for a long time and innovate, but not forget the core values of your brand.
Dettol was launched in India in the 1930's by a British firm Reckitt Bensicker. The product was launched to help consumers to heal their wounds. During those days, there was no such product which helped in healing wounds and was handy to carry. Indian methods were very conventional like rubbing with mud, applying kerosene oil or leaving them open just like that. So RB saw this opportunity to establish a product that is handy to use and helps in healing the product in a more clean and scientific manner.
As the product became popular in recent years, it decided to expand its product line so as to be the leader in the customer healthcare market and have a strong presence in the fmcg sector. I t launched products from soaps to shaving cream to liquid handwash, etc. But one which is striking and should be noted is that dettol never changed the core values of its brand i.e. to kill germs. All its later products were not marketed as beauty or fancy products but as the one which helps to fight and kill germs. If it had extended its product line with beauty soaps then it would be not possible for public to relate with the PUBLIC and it might have flopped. So it expanded its product line but under the core value of its brand.
So its a good learning for all students to expand and innovate, but never forget the core of your brand.
Dettol is a product which has ruled the Indian healthcare market for decades. It is a product which has redefined marketing strategies and taught brands how to sustain your product for a long time and innovate, but not forget the core values of your brand.Dettol was launched in India in the 1930's by a British firm Reckitt Bensicker. The product was launched to help consumers to heal their wounds. During those days, there was no such product which helped in healing wounds and was handy to carry. Indian methods were very conventional like rubbing with mud, applying kerosene oil or leaving them open just like that. So RB saw this opportunity to establish a product that is handy to use and helps in healing the product in a more clean and scientific manner.
As the product became popular in recent years, it decided to expand its product line so as to be the leader in the customer healthcare market and have a strong presence in the fmcg sector. I t launched products from soaps to shaving cream to liquid handwash, etc. But one which is striking and should be noted is that dettol never changed the core values of its brand i.e. to kill germs. All its later products were not marketed as beauty or fancy products but as the one which helps to fight and kill germs. If it had extended its product line with beauty soaps then it would be not possible for public to relate with the PUBLIC and it might have flopped. So it expanded its product line but under the core value of its brand.
So its a good learning for all students to expand and innovate, but never forget the core of your brand.
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