dabur's state of duality
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Presented by:
1.Siddharth Dasgupta – 09EM033
2.Ravi Sharma – 09EM028
3.Amit Tyagi – 09EM005
Largest Indian and Personal Health Care Company World Leader in Ayurveda
Professionally Managed Strong Internal Competencies
Genesis…
Starting as a small Ayurvedic Pharmacy in Calcutta….
Today Dabur is a household name and the 4th Largest FMCG Company in India
Dabur India Limited is a leader in manufacturing and marketing herbal, nature-based products, marked with quality and trust gained through more than 100 years of experience. Today Dabur’s products are available for people in more than 50 countries across the world, helping them move towards a healthy, natural and holistic lifestyle. Dabur products are available in the markets of the
Middle EastSouth-East AsiaAfricaAmericaEuropean Union
Spread
Products are derivatives of Ayurveda and indigenous of medicines.
Its products are priced for and targeted at the mass market.
Dabur is one of the few heritage companies of India that has successfully transitioned from being a family run company to a company fully run by professionals.
The Brand Equity of Dabur can be judged by the model BRAND ASSET VALUATOR
Four Key components :DifferentiationRelevanceEsteemKnowledge
As Dabur is a well- established brand all the four components are high
HERBAL has been Dabur’s Brand equity since centuries
Identities making up the brand-
Choice of its logo, symbol, slogan, packaging
Marketing Activities
Associations of the brand
Image : Ayurvedic Company Association: 35 - plus age group Problems :Diversified into too many product rangesImageAssociation with a particular age group and hence
losing on the other potential customersLower Sales and Profits
Cut down on all its low Contribution Brand Positioned itself as an Herbal specialist in the FMCG
sector Set Higher Targets Identified Growth Drivers Filling up the gaps in Oral Care as well as Hair Care
market Set itself a new Brand Strategy Entered new potential areas and targeted the youth as
well school children
Changed its branding strategy by moving from the Umbrella Strategy to the Key brand Strategy
Categorized itself into five power brandsDabur (HEALTHCARE)Vatika (HAIR CARE)Anmol (PERSONAL CARE)Real ( JUICES)Hajmola (DIGESTIVE SUPPLEMENTS)
PRODUCT LINE EXTENSIONIn the JUICES range Dabur introduced :Coolers (Low fruit Content)Real ( High fruit pulp Content)Real ACTIV (Health Conscious Youth)Real Juniors (for the children below 6 years of age)Real Schoolpack
Dabur through its diversified brands has tapped various target segments like the :
YouthHealth Conscious PeopleSchool ChildrenMothersExisting Old age group
STRENGTHS:Century Old CompanyEstablished BrandAyurvedic/ herbal Product lineLeader in Herbal Digestives where the product has
90% of the market shareInnovativeness in Promotions
WEAKNESS:Profitability is uneven across product line
OPPORTUNITIES:Extend Vatika brand to new categories like Skin Care
and body wash segmentsLaunch several OTC brandsSouthern India MarketExploring new geographical areas- local as well
globalOral Care SegmentLaunching new Products like Hair oils, Herbal and
Gel Toothpastes etc.
THREATS:Competition in the FMCG sector from well
established namesOther fields of medicine- Allopathic and
HomeopathicMarkets where Herbal products are not recognized
Oral Care
Health Supplement
Digestive Health Products
Skin Care; Baby Care
Hair Oil Shampoos
PRODUCT: Products have been divided into 5 power brands Quality: High Sizes: Available in different sizes Design: Available in Tetra Pack, Bottles, Sachets
PRICE: As, Dabur had different sub-categories it came out with
variable pricing to reach each and every target segment E.g. : One- litre bottle of Cooler (juice) was priced at
Rs.50 Selective Price Reduction to increase Demand Introduction of Smaller packs at Rs.5 Came out with Rs.1 sachet of Vatika Shampoo to increase
market share Cutting Price to stand out against competition
PLACE : Dabur constantly kept on increasing its geographic
spread to increase its sales revenues Entered the South Indian Market Expanding in the International Market Presence in over 50 countries Subsidiaries established in Nepal, Nigeria,
Bangladesh and Pakistan Focus areas : Asia Pacific, Afghanistan, Russia and
other CIS countries
PROMOTIONS : Different brands have its own marketing and
advertising team Different brands had different promotions Utilized the popularity of Indian films in the domestic
and global markets to promote its brands Undertook the most advertising campaign with Mr.
Bachchan endorsing Dabur brands Signed cricketer Virendar Sehwag and his wife for
selected Oral, Hair and Healthcare products
Adopted the INTEGRATED MARKETING COMMUNICATION programme in 2003 to increase its market share
Targeted the Institutional market which included hotels and airlines
Partnered with Institutional clients to provide value added services
Held various contests Training sessions and workshops for food and
beverage professionals Tie-up with Discovery Channel