Dabur case study

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Dabur case study

  1. 1. DABUR CASE STUDYMARKETING MANAGEMENT Presented by: Gaurav Gupta (29) Kiran Jain (35) Shilpa Kher (43) Ranjana Mandal (50)
  2. 2. AGENDA Dabur – The Brand Product Offerings Brand Equity-Analysis Brand Equity Why Restructuring? Branding strategy SWOT Analysis Marketing Mix
  3. 3. PRESENT SCENARIO Dabur India is the 4th Largest FMCG Company in India Legacy of over 100 years Strategic Business Units in Health care, Personal care and Food products Dabur has a turnover of Rs.1899.57 crore with powerful brands like Dabur Amla, Dabur Chyawanprash, Real, Vatika and Hajmola Bottom Line Driven Company Product marketed in over 50 countries Leader in Herbal Digestives with 90% market share
  4. 4. DABUR -THE BRAND Established : 1884 Founder : Dr. S K Burman Basic Motive : Manufacture of Ayurvedic Drugs Achieved : By setting up manufacturing units and setting up Research and Development Labs Expanded its product line in the mid 1900’s by launching Dabur Hair Oil and Chyawanprash Added Oral Care Products in the 1970’s Shifted base from Kolkata to New Delhi in 1972 Launched Hajmola tablet in 1978
  5. 5. DABUR -THE BRAND (contd) In 2004, restructured its portfolio and structured itself into three main SBU’s Has 5 power brands under its portfolio Entered new markets like the Juice segment, branded packaged soups segment Developed its Oral Care Market Increasing its geographical spread Aims at doubling its revenue and profit by the end of 2009-2010
  6. 6. PRODUCT OFFERINGS PERSONAL CARE SEGMENT : Hair Care Oil and Shampoo (VATIKA) Skin Care (FAIRENESS FACE PACK) Oral Care (DABUR RED GEL AND TOOTHPASTE) FOODS PRODUCT RANGE: Juice ( REAL/ REAL ACTIV) Dabur Honey Hommade (Packaged Soups)
  7. 7. PRODUCT OFFERINGS (contd) AYURVEDIC HEALTH PRODUCTS: Digestive Segment (HAJMOLA) Dabur Chyawanprash Pudin Hara AYURVEDIC DRUGS PHARMACEUTICALS
  8. 8. BRAND EQUITY The Brand Equity of Dabur can be judged by the model BRAND ASSET VALUATOR Four Key components : Differentiation Relevance Esteem Knowledge As Dabur is a well- established brand all the four components are high HERBAL has been Dabur’s Brand equity since centuries
  9. 9. HOW DABUR BUILD ITS BRAND EQUITY? Identities making up the brand- Choice of its logo, symbol, slogan, packaging Marketing Activities Associations of the brand
  10. 10. WHY RESTRUCTURING? Image : Ayurvedic Company Association: 35 - plus age group Problems : Diversified into too many product ranges Image Association with a particular age group and hence losing on the other potential customers Lower Sales and Profits
  11. 11. THE RESTRUCTURING PROCESS 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
  12. 12. BRANDING STRATEGY Changed its branding strategy by moving from the Umbrella Strategy to the Key brand Strategy Categorized itself into five power brands Dabur (HEALTHCARE) Vatika (HAIR CARE) Anmol (PERSONAL CARE) Real ( JUICES) Hajmola (DIGESTIVE SUPPLEMENTS)
  13. 13. BRANDING STRATEGY (contd) PRODUCT LINE EXTENSION In 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
  14. 14. WHY THESE STRATEGIES? Line Extension Strategy was adopted by Dabur because: It could attract different target audience Could renew Interest and liking for the brand by introducing new variants It could increase its market share Diversify without much risk Moved from its Core strategy and hence could give customers something better and different
  15. 15. POSITIONING Dabur through its diversified brands has tapped various target segments like the : Youth Health Conscious People School Children Mothers Existing Old age group
  16. 16. SWOT ANALYSIS STRENGTHS: Century Old Company Established Brand Ayurvedic/ herbal Product line Leader in Herbal Digestives where the product has 90% of the market share Innovativeness in Promotions WEAKNESS: Profitability is uneven across product line
  17. 17. SWOT ANALYSIS (contd) OPPORTUNITIES: Extend Vatika brand to new categories like Skin Care and body wash segments Launch several OTC brands Southern India Market Exploring new geographical areas- local as well global Oral Care Segment Launching new Products like Hair oils, Herbal and Gel Toothpastes etc.
  18. 18. SWOT ANALYSIS (Contd) THREATS: Competition in the FMCG sector from well established names Other fields of medicine- Allopathic and Homeopathic Markets where Herbal products are not recognised
  19. 19. MARKETING MIX PRODUCT: Sr.No Brand Type Products have been divided into 5 1. Dabur Healthcare power brands (Chyawanprash) Quality: High 2. Vatika Herbal Beauty Sizes: Available in Brand 3. Anmol Personal Care different sizes Market Design: Available in Tetra Pack, 4. Real Foods Bottles, 5. Hajmola Digestives Sachets
  20. 20. MARKETING MIX (contd) 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
  21. 21. MARKETING MIX (contd) 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
  22. 22. MARKETING MIX (contd) 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
  23. 23. MARKETING MIX (contd) 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
  24. 24. THANK YOU!!!!

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