Jaiswal, Anand Kumar; Srivastav, Arpita; Kothari, Dhwani - In: Asian Case Research Journal (ACRJ) 13 (2009) 01, pp. 105-143
This case is about evolution of a parent brand and its subsequent extensions into different product categories. Dettol as a brand has immense trust and loyalty from the consumers. Since the 1930s when Dettol was introduced in India, it has occupied a distinct position in the mind of its...