Arm & Hammer: Extending a Trusted Brand

by: John Branch

Publication Date: December 7, 2015
Length: 2 pages
Product ID#: 1-430-463

Core Disciplines: Entrepreneurship & Innovation, Marketing/Sales, Strategy & Management

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Teaching Note

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Church & Dwight Company, Inc., is the world’s largest producer of sodium bicarbonate, also known as baking soda, and the maker of the most popular brand of baking soda on the market, Arm & Hammer.® While the company has also achieved prominence in several other product categories with such product lines as Trojan® condoms, Nair® hair remover, Brillo® scrubbing pads, and First Response® pregnancy kits, its bread and butter remains sodium bicarbonate-based products. Students are asked to translate the Arm & Hammer® brand to other product lines.

Teaching Objectives

After reading and discussing the material, students should:

  • Identify new market opportunities for the company’s bread and butter product.
  • Assess opportunities for market expansion through the extension of product lines.
  • Explore avenues for new baking soda product lines.