A Dettol shampoo?!?

Close on the heels of its earlier venture into moisturizing soap, Dettol – from the stable of FMCG giant Reckitt Benckiser – is now all set to diversify deep into the generic segments of personal care. The company identified its earlier ‘moisturising’ initiative as a water-testing exercise; and now presumably will be launching a full-fledged attack in the personal care market. That could very well mean that soon your neighbourhood store will be loaded with Dettol beauty bar, cool shower gels, sanitizer etc! But isn’t this initiative at a clear conflict with the ‘anti-septic and hygiene’ brand image of Dettol? “No! Because even if we are venturing into a new segment, we are not compromising our brand image (as) all our products under the Dettol umbrella will be (still) addressing health and hygiene needs. This will become an edge for us over the common beauty soaps available in the market,” replies Stefan Gaa, Regional marketing Director (South Asia) of Reckitt Benckiser, to 4Ps B&M. Ask yourself, would you buy a shampoo or a beauty bar simply because of the ‘Dettol’ brand? There. You have your answer. We’ll wait for their marketing campaign before getting ours.

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Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative