Abstract

The case study “Reckitt Benckiser’s Dettol Co-Created With Moms” throws light on the new and innovative product development and marketing strategies adopted by Reckitt Benckiser India (RB India) to increase the market share of its flagship brand, Dettol, in the Indian personal care products market. The case study takes a look at the history of brand Dettol, its introduction in India in 1933, and its gradual acceptance by Indians who until then had used naturally available spices and herbs as germicides and disinfectants. Next, the case study talks about the need for a new product category and the marketing research conducted by RB India which led to its co-creating a product range with the contemporary, well-placed, millennial Indian mother. The case also details the innovative marketing campaign executed by RB India for the new ‘Dettol Co-Created With Moms’ range of soaps and liquid handwash. The case study ends with RB India’s future plans to leverage the ‘Dettol Co-Created With Moms’ platform for growing the Dettol brand and replicating the innovative marketing practices in other product categories.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Understand the importance of product innovation and new-product development.
• Know the benefits of co-creating products with customers.
• Learn the importance of marketing research before developing a product.
• Learn about the need to develop effective marketing communications.
• Become aware of the effectiveness of social media marketing.

Keywords

Product Co-Creation; Product Management; Product Category; Brand Extension; Communication Objectives; Communications Mix; Digital Marketing; Marketing Research; Social Media Marketing; DART Model; Marketing Strategy; Consumer Needs