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  1. 1. Team Members Gaurav Patange Vibhav Nagarsenkar Devendra Gadgil Swati Soni Sushma Patil
  2. 2. Dabur : The Brand 1884 : Birth of Dabur 1896 : First manufacturing plant 1900 : Ayurvedic medicines 1919 : Research Lab eastablishment 1920 : Furthur expansion 1936 : Dabur India 1972 : Base Shift from Kolkata to New Delhi
  3. 3. Dabur : The Brand (cont.) 1986 : Public Ltd company 1998 : Professionals to manage the business 2000 : Turnover of Rs. 1000 crores 2004 : Restructured its portfolios 2005 : Dabur acquires Balsara 2008 : Acquires Fem Care pharma 2009 : Toothpaste joins „Billion Rupee Brand‟ club
  4. 4. Present Scenario Dabur India is the 4th largest FMCG company in India Legacy of over 100 years Dabur has turnover of Rs 1900 crores with brands like Amla, Chawanprash, Real, Vatika and Hajmola Product marketed in over 50 countries Leader in herbal digestives with over 85% of market share
  5. 5. Present Scenario (cont.) Has 5 power brands under its portfolio Entered new markets like juice segment and branded packaged soups segment Increased geographical spread Improved its products and their marketing specially oral care Aims at doubling its revenues and profits by the end of 2013-14
  6. 6. Product Offerings Personal Care Segment : Hair Care Oil and Shampoo (Vatika) Skin Care (Fairness Face Pack) Oral Care (Red Gel and Toothpaste) Food Products Range : Juice (Real/Real Activ) Dabur Honey Hommade (Packaged Soups)
  7. 7. Product Offerings (cont.) Ayurvedic Health Products Digestive segment (Hajmola) Dabur Chyawanprash Pudin Hara Ayurvedic Drugs Pharmaceuticals
  8. 8. SWOT Analysis Strengths : Century old company Established brand Ayurvedic/Herbal product line Leaders of market in Herbal Digestives Innovativeness in promotion Weakness : Profitability is uneven across product line
  9. 9. SWOT Analysis (cont.) Opportunities : Extend Vatika brand to new categories like Skin Care and Body Wash segments Launch several OTC brands South Indian market Explore new geographical areas Launching new products like mouthwash and shaving creams
  10. 10. SWOT Analysis (cont.) Threats : Competition in FMCG market by some well established brands Other fields of medicine like homeopathic and Allopathic Markets where Herbal products are not recognized
  11. 11. Need For Restructuring Image was restricted to Ayurvedic Company Association with a particular age group (35-plus age group) made them lose other potential customers Diversified into too many product ranges Lower sales and Profits
  12. 12. The Restructuring Process Cut down on all its low contribution brands Positioned itself as Herbal specialists in FMCG market Set higher target and identified growth drivers Filling gaps in Oral Care and Hair Care market Entered new potential areas and targeted youth as well as school children
  13. 13. New Branding Strategies Changed its branding strategy from umbrella strategy to key brand strategy Brand rejuvenation : Old logo New logo New Tagline : „ Celebrating life „ Production line extension
  14. 14. Why line extension Line extension was adopted as : It could attract different target audience It could renew interest and liking for brand by introducing new variants It could increase market share Diversify without much risk New strategy would give customers something better and different
  15. 15. New HR Initiatives gives full autonomy to its employees offering ESOPs to new engineering and management trainees Various training and development programs Bonus to its employees listed as a “Great Place to Work”
  16. 16. Target Market Through diversification, Dabur has tapped various target segments like : Youth (Hair oil, Face cream) Health conscious people (Healthcare) School children (Hajmola and school packs) Mothers (Juices) Existing old age group (Chyawanprash)
  17. 17. Marketing Mix Product : Division : Into 5 power brands Quality : High Size : Available in different sizes Design : Available in tetra packs, bottles, sachets
  18. 18. Marketing Mix (cont.) Price : Variable pricing In every target segment Selective price reduction to increase demand Introduction of smaller packs Came out with Re. 1 sachets of shampoo to increase market share Cutting price to be standout against competition
  19. 19. Marketing Mix (cont.) Place : Constantly increases its geographical spread to increase cost revenues Entered South Indian market Expanding the international market with presence in over 50 countries Subsidiaries established in Nepal, Pakistan, Nigeria and Bangladesh
  20. 20. Marketing Mix (cont.) Promotion : Different brands have its own marketing, promotion and advertising team Used popularity of Indian films in domestic and global market to promote its brand Undertook most of its advertising campaigns with Mr. Bachchan endorsing its brands Tied up with discovery channel and targeted various institutions like schools and hotels
  21. 21. Vision 2014 Doubling of the sales figure from 2010 The new plan will focus on expansion, acquisition and innovation Growth will be achieved through international business, homecare, healthcare and foods Southern markets will remain as a focus area
  22. 22. Thank You!!