Economic Times reports that Reckitt Benckiser has decided to extend the pop Dettol build to Dishwash category. This volition last 1 of the bizarre build extensions I get got seen inward the terminal few years. Now nosotros tin meet supermarkets having Dettol bathing Soap as well as too Dettol Dishwash placed close to each other. ( ET Report)
The argue behind the extension is simple. According to ET, the dishwash category is worth Rs 2000 crore as well as the category is dominated past times HUL alongside its Vim brand. Reckitt is straightaway pitching Dettol against the Vim brand.
While Dettol is a build which was able to leverage the brand's germ killing suggestion to diverse categories similar soap, handwash etc, it has non moved into toilets or kitchen. Now nosotros are going to meet this build extending its achieve to kitchen. According to the report, Dettol's entry into the dishwash volition last using the sub-branding strategy - Dettol Kitchen . Dettol Kitchen volition percentage the same positioning of germ killing as well as volition last competing alongside Vim as well as Exo. The kickoff production volition last a Dishwashing Gel ( multi-purpose cleaner).
Can a lather build percentage its advert alongside a dishwash ?? Dettol seems to intend that since the positioning is the same, it may non last a describe to the consumers. My get got is that Dettol's entry into Kitchen volition touching on the premium picture of Dettol. I don't intend that a build which has dishwash gel or a lav cleaner tin retain its premiumness for its bathing lather brand-extension. Since Dettol has a real rigid equity, erosion volition last felt slowly. Secondly the message for a dishwash production would too utter almost rigid cleaning mightiness . So if Dettol is going to claim that it volition take the toughest of the dirt/stains, how would a consumer of Dettol lather perceive that message ?
If Dettol tin extend to Dishwash, tin Vim extend to bathing lather ??
How almost Pril Bodywash ???
Harpic Beauty Soap ??
I promise HUL volition non react past times launching Lifebuoy Dishwash gel.
