個案資料
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Reckitt Benckiser: Developing a New Laundry-Care Category in India
內容大綱
Reckitt Benckiser was the world’s largest manufacturer of household products and a major marketer of health-care and personal-care products. The company was at a threshold of opportunities provided by a growing market of Indian consumers who were becoming health conscious and buying antibacterial products to make their homes germ-free. At a time when more and more Indians were looking for antibacterial products to protect their health, the company wondered if it should launch an antibacterial laundry detergent powder as part of its brand expansion strategy. Would the company benefit from a first-mover advantage by launching the first antibacterial laundry detergent in India? If the company were to consider entering this market, what strategic and branding objectives should it adopt? Should this new detergent be an extension of the company’s famous Dettol brand or a new brand name?
學習目標
The case is designed for use in an MBA-level course in marketing strategy or strategic brand management. It can also be used in a marketing segment on analyzing potential business opportunities and diversification, or for initiating a discussion about product line expansion, umbrella branding, and new product development. Upon completion of this case, students will be able to demonstrate the following objectives:<br><ul><li>Understand the laundry detergent market in India and the factors contributing to its growth</li><li>Develop a framework for analyzing new business opportunities and evaluating the risks of entering a new business segment</li><li>Understand the brand relationship spectrum developed by David Aaker</li><li>Develop a brand-positioning bull’s eye</li><li>Develop a conceptual framework to analyze the pros and cons of brand extensions.</li></ul>