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Dabur Vatika(Ravish Roshan,9968009808)
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Dabur Vatika(Ravish Roshan,9968009808)

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  • 1. STUDENT- PGDM INSTITUTE OF MANAGEMENT STUDIES, NOIDA
    • Prepared by –
    • RAVISH ROSHAN (atulravish@gmail.com),9968009808
    (mail ur comments, please)
  • 2. ANSOFF’S PRODUCT MARKET EXPANSION GRID
  • 3. MARKET PENETRATION
    • In their new campaign they have tried to establish the fact that Chyawanprash, with its ‘well - being’ properties, gives an edge to the users and that dispel the myth it should be consumed in illness or is meant only for Children or the aged.
  • 4. MARKET DEVELOPMENT
    • The company plans to focus on Russia and CIS countries along with Afghanistan, West Indies and the Asia Pacific region.
    • In Bangladesh, Dabur is entering into a joint venture with a local partner to manufacture and market its products
  • 5. PRODUCT DEVELOPMENT :
    • the launch of several new products including-
    • Dabur Herbal Toothpaste
    • Vatika Henna conditioning hair packs
  • 6. Marketing strategy Of Dabur Vatika Hair Oil Submitted by: PoojaTripathi RavishRoshan Ravi Sharma Saurav Sharma Sumit Panwar Sadhna Yadav Submitted to. Miss.Supriya Saxena .
  • 7. DIVERSIFICATION :
    • launch other products under its own brand name in Russia and has already launched Dabur Boro Glow .
    • In 2001-02, Dabur India had three major revenue contributors — FMCG products, pharmaceuticals and ayurvedic specialties
    • Dabur India Ltd (DIL) has entered the toilet soap market besides expanding its over-the-counter (OTC) medicine range with 10 new additions over the next few months.
    • Consumer Healthcare Division (CHD )- - based Ayurvedic medicines and over-the-counter (OTC) products
  • 8. SWOT
    • STRENGTHS
    • Strong presence in well defined niches( like value added Hair Oil and Ayurveda specialties)
    • Core knowledge of Ayurveda as competitive advantage
    • Strong Brand Image
    • Product Development Strength
    • Strong Distribution Network
    • Extensive Supply Chain
    • IT Initiatives
    • R & D – a key strength
  • 9.
    • WEAKNESS
    • Seasonal Demand( like chyawanprash in winter and Vatika not in winter)
    • Low Penetration(Chyawanprash)
    • High price(Vatika)
    • Limited differentiation (Vatika)
    • Unbranded players account for the 2/3rd of the total market(Vatika)
  • 10.
    • OPPORTUNITIES
    • Untapped Market(Chyawanprash)
    • Market Development
    • Export opportunities.
    • Innovation
    • Increasing income level of the middle class
    • Creating additional consumption pattern
  • 11.
    • THREATS
    • Existing Competition( like Himani, baidyanath and Zandu for Dabur Chyawanprash and Marico,Keo Karpin, HLL and Bajaj for Vatika Hair Oil)
    • New Entrants
    • Threat from substitutes (like Bryllcream for Vatika hair oil)
  • 12.
    • POSITIONING
    By offering hair oil that combined the benefits of natural products in a single pack, Vatika created a niche for itself as the ‘total hair care ’ brand.
  • 13. PROMOTION: Vatika Hair Oil’s first promotion : It focused on the key benefit – beautiful hair without hair problems – that came about as a result of the extra nourishment through the value addition of henna, amla and lemon-derived additives .
  • 14.
    • Creating conceptual awareness : marketing objective was to create conceptual awareness about the new product – the goodness of coconut oil enriched with natural herbs.
  • 15. Cont……………….
    • In 1997, the company created a new promotion campaign which reinforced the obvious fact that most coconut oil brands were not equipped to combat the effects of pollution, hard water and chemicals – the major causes of hair ailments and hair deterioration.
  • 16. Brand Name
    • Vatika in Hindi means ‘garden’. The brand attempts to live up to the promises – beauty and nature – that are associated with its very name.
  • 17. OVERVIEW OF VATIKA:
    • Vatika brand was launched in 1995 with Vatika Hair Oil as its first product .
    • Line Extension
    It was joined in 1997 by Vatika Henna Cream Conditioning Shampoo and later, in 2000 , by Vatika Anti-Dandruff Shampoo .
  • 18. ADVERTISING
    • Vatika Hair Oil uses a number of advertising media like television, print, internet, outdoor media which includes hoardings
  • 19. Events
    • 1-Vatika Super Model India 2001
    • 2-Vatika Zee Sangeet Awards
    3-Mover’s and Shakers’– the popular TV show.
  • 20. Celebrity Endorsements : communicated through campaigns featuring icons such as Mandira Bedi, Shefali Chhaya Sudha Chandran . featured personalities like Aditi Govitrikar, Preeti Jhangiani Shweta Jaishankar. Rani Mukherjee - current brand ambassador.
  • 21. RECOMMENDATIONS
    • Vatika hair care centre
    • Provide consumers with innovative products within easy reach.
    • Reaching out to new geographies, within and outside India.
    • Improve operational efficiencies by leveraging technology.
  • 22. NEW DABUR ENTITY
    • The tree , a symbol of nature, is indelibly regarded as a provider of shelter, food and protection.
    • tree is regarded as sacred , trustworthy and a symbol of fertility
    • The new Dabur identity retains these enduring and valuable attributes , while it adds a fresh, healthy and holistic dimension to the tree.
  • 23.
    • It conveys Dabur's heritage, commitment and stability through the form and colours of the tree; its branches and leaves.
    • It also conveys that the brand stands for wellness across age groups.
    • Tree appears well rooted, implying stability; and its abundant canopy implies that it can provide amply for those who seek its produce and shade.
    CONT………