Case Solution & Analysis for Reckitt Benckiser: Developing a New Laundry-Care Category in India by Sandeep Puri, Ankit Kaushik, Kartikeya Kachhwal.
Complete Case details are given below :
Case Name : Reckitt Benckiser: Developing a New Laundry-Care Category in India
Authors : Sandeep Puri, Ankit Kaushik, Kartikeya Kachhwal
Source : Ivey Publishing
Case ID : 9B16A026 / W16421
Discipline : Marketing
Case Length : 10 pages
Plagiarism : NO (100% Original work)
Description for case is given below :
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?
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