Dosenka, Laundry detergent for baby clothes, Reckitt
Brand Strategy & New product development, Go-to-market plan development and launch
This case comes from corporate brand management background.
This case comes from corporate brand management background.
- About the project
Development and national launch of a new baby laundry detergent sub-brand under the well-known FMCG brand Dosia, designed to capture the fast-growing baby care segment in Russia.
Type of work: Full product launch (corporate project)
Role: Junior Brand Manager, Reckitt, Russia
Market: Baby laundry detergents / Laundry detergents
Category: Value-for-money segment with family-oriented positioning
Type of work: Full product launch (corporate project)
Role: Junior Brand Manager, Reckitt, Russia
Market: Baby laundry detergents / Laundry detergents
Category: Value-for-money segment with family-oriented positioning
2. Market Context & Challenge
The laundry detergent market in Russia was expanding rapidly, with the baby segment showing steady growth but limited innovation.
At the time, the market was dominated by a single local brand — Ushastyj Nyan’ — and lacked international or modern value-driven competitors.
The opportunity was clear: to leverage Dosia’s strong brand awareness and distribution network to enter a niche segment with a trusted, safe and affordable baby product.
At the time, the market was dominated by a single local brand — Ushastyj Nyan’ — and lacked international or modern value-driven competitors.
The opportunity was clear: to leverage Dosia’s strong brand awareness and distribution network to enter a niche segment with a trusted, safe and affordable baby product.
3. Scope of Work
• Brand concept and product positioning
• Naming and packaging development (brief + approval)
• Development of claims and on-pack communication
• Full go-to-market plan creation, including In-store promo plan
• ATL & digital campaign planning (TV + social + PR)
• TV commercial production (creative coordination with agency)
• POS materials and in-store visibility toolkit
• Cross-functional collaboration with R&D, trade, regulatory, Media and Creative agencies
• Naming and packaging development (brief + approval)
• Development of claims and on-pack communication
• Full go-to-market plan creation, including In-store promo plan
• ATL & digital campaign planning (TV + social + PR)
• TV commercial production (creative coordination with agency)
• POS materials and in-store visibility toolkit
• Cross-functional collaboration with R&D, trade, regulatory, Media and Creative agencies
4. Key Strategic Moves
-
Created a sub-brand of Dosia dedicated to baby care – building on trust, accessibility and family values -
Clean, caring visual identity with warm colours and child imagery -
Product message: “No phosphates / dermatologically tested” -
Unified packaging system for different retail sizes (4 SKUs) to fit both national chains and regional stores - Positioned as safe and gentle, yet affordable – bridging a gap between local low-end and premium imported detergents
- National launch campaign: TV as awareness driver, supported by PR features in parenting media and digital activation
5. Results & Impact
✔ Successful national launch with target achieved in terms of Net Revenue and Market share*
✔ Full distribution achieved across major retail chains within 12 months
✔ Established long-term brand presence in the baby laundry detergent segment
✔ Strengthened Dosia’s image as a multi-segment household brand
✔ Full distribution achieved across major retail chains within 12 months
✔ Established long-term brand presence in the baby laundry detergent segment
✔ Strengthened Dosia’s image as a multi-segment household brand
*Note: This project was developed and executed as part of my corporate role at Reckitt Russia. All commercial data, internal documents and performance metrics remain confidential.
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