IIPM Ranked No. 1 B-School In Global Exposre - Zee...
The iconic brand from Reckitt Benckiser is celebrating its platinum jubilee this year and appears to be the strongest ever. But will it be able to sustain its legacy, particularly amidst the ongoing economic turmoil. Is it 100% safe? Explores Angshuman Paul
Without any path-breaking changes in its brand proposition, this brand has always had a virtual free run and rivals never stood a chance. Certainly with a sterling 87.5% market share (according to ACNielsen) in the antiseptic liquid market, this unassuming antiseptic completely justifies its role of being the flagship brand of Reckitt Benckiser (India). However, following closely the foremost mantra of marketing that the product attributes must change with the changing times or else the product will die, Dettol (in its quest to keep up with the times) is now really striving hard and is continuously introducing new ranges of products. Thanks to these efforts, the brand now seems to have proliferated deeply into the personal care segment with ‘skin care’ branding. But the metamorphosis from health and hygiene to skin care has not been easy for Dettol. And the more difficult challenge lies ahead – the economic turmoil. “We have been number one, in whichever category we entered and Dettol is an example of our leadership position. We are ready for all challenges,” though claims Chander Sethi, Chairman and Managing director of Reckitt Benckiser. But then, is it really so? Particularly when the FMCG sector is anticipating a 22% hike in raw material prices globally. So will Dettol also resort to price hike? And what about rising competition from HUL and its ilk. Can it beat the ongoing crisis heat? Is it 100% sure as it claims? Stefan Gaa, Regional Marketing Director (South Asia) of Reckitt Benckiser, in an exclusive conversation with 4Ps B&M, answers all these queries and tells about the appealing journey that Dettol and Reckitt have had in India...
For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam Chaudhuri (Renowned Management Guru and Economist).
Read these article :-
B-schooled in India, Placed Abroad (Print Version)
IIPM in Financial times (Print Version)
IIPM makes business education truly global (Print Version)
The Indian Institute of Planning and Management (IIPM)
IIPM Campus
ZEE BUSINESS BEST B SCHOOL SURVEY
IIPM awards four Bengali novelists
The Hindu : Education Plus : Honour for IIPM
IIPM ranked No.1 B-School in India, Management News - By ...
IIPM Ranked No1 B-School in India
Moneycontrol >> News >> Press- News >> IIPM ranked No1 B-School in ...
IIPM ranked No. 1 B-school in India- Zee Business Survey ...
» IIPM ranked No1 B-School in India :: Education, Careers ...
The Hindu Business Line : IIPM placements hit a high of over 2000 jobs
Deccan Herald - IIPM ranked as top B-School in India
India eNews - IIPM Ranked No1 B-School in India IIPM Delhi - Indian Institute of Planning and Management New Delhi ... IIPM ranked ahead of IIMs IIPM makes business education truly global-Education-The Times of ...
The iconic brand from Reckitt Benckiser is celebrating its platinum jubilee this year and appears to be the strongest ever. But will it be able to sustain its legacy, particularly amidst the ongoing economic turmoil. Is it 100% safe? Explores Angshuman Paul
Without any path-breaking changes in its brand proposition, this brand has always had a virtual free run and rivals never stood a chance. Certainly with a sterling 87.5% market share (according to ACNielsen) in the antiseptic liquid market, this unassuming antiseptic completely justifies its role of being the flagship brand of Reckitt Benckiser (India). However, following closely the foremost mantra of marketing that the product attributes must change with the changing times or else the product will die, Dettol (in its quest to keep up with the times) is now really striving hard and is continuously introducing new ranges of products. Thanks to these efforts, the brand now seems to have proliferated deeply into the personal care segment with ‘skin care’ branding. But the metamorphosis from health and hygiene to skin care has not been easy for Dettol. And the more difficult challenge lies ahead – the economic turmoil. “We have been number one, in whichever category we entered and Dettol is an example of our leadership position. We are ready for all challenges,” though claims Chander Sethi, Chairman and Managing director of Reckitt Benckiser. But then, is it really so? Particularly when the FMCG sector is anticipating a 22% hike in raw material prices globally. So will Dettol also resort to price hike? And what about rising competition from HUL and its ilk. Can it beat the ongoing crisis heat? Is it 100% sure as it claims? Stefan Gaa, Regional Marketing Director (South Asia) of Reckitt Benckiser, in an exclusive conversation with 4Ps B&M, answers all these queries and tells about the appealing journey that Dettol and Reckitt have had in India...For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam Chaudhuri (Renowned Management Guru and Economist).
Read these article :-
B-schooled in India, Placed Abroad (Print Version)
IIPM in Financial times (Print Version)
IIPM makes business education truly global (Print Version)
The Indian Institute of Planning and Management (IIPM)
IIPM Campus
ZEE BUSINESS BEST B SCHOOL SURVEY
IIPM awards four Bengali novelists
The Hindu : Education Plus : Honour for IIPM
IIPM ranked No.1 B-School in India, Management News - By ...
IIPM Ranked No1 B-School in India
Moneycontrol >> News >> Press- News >> IIPM ranked No1 B-School in ...
IIPM ranked No. 1 B-school in India- Zee Business Survey ...
» IIPM ranked No1 B-School in India :: Education, Careers ...
The Hindu Business Line : IIPM placements hit a high of over 2000 jobs
Deccan Herald - IIPM ranked as top B-School in India
India eNews - IIPM Ranked No1 B-School in India IIPM Delhi - Indian Institute of Planning and Management New Delhi ... IIPM ranked ahead of IIMs IIPM makes business education truly global-Education-The Times of ...
No comments:
Post a Comment