Dabur Repositioning

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Dabur Repositioning

  1. 1. Repositioning Dabur
  2. 2. “ The Brand Dabur” turn-around <ul><li>Reasons? </li></ul><ul><li>Overall slowdown in FMCG sector </li></ul><ul><li>Stiff competition </li></ul><ul><li>To target young India- “ the largest segment” </li></ul><ul><li>Modernize old Brand Equity- “ intangible asset” </li></ul><ul><li>Streamline/Synergize business operations </li></ul>
  3. 3. Reinventing the Mother Logo
  4. 4. Diversified Portfolio Dabur Business category Consumer care division Consumer health Care division Dabur foods Ltd (de-merged With DIL, 07)
  5. 5. <ul><li>Enter new category; innovate offerings </li></ul><ul><li>Repositioning as FMCG company </li></ul><ul><li>Moved away from Umbrella branding strategy </li></ul><ul><li>Retaining Dabur as corporate brand identity </li></ul>
  6. 6. Dabur’s New Brand Architecture 5 Power Brands Dabur Vatika Anmol Hajmola Real Health care products Herbal Beauty, Premium image Mass market, Value for money Naughty n Tasty Digestive Umbrella brand for juice and other foods; aimed at up market consumer
  7. 7. Special focus on South India <ul><li>South India contributed only 7% for Dabur </li></ul><ul><li>Contributed 25% in overall FMCG sector </li></ul><ul><li>Dedicated marketing team created </li></ul><ul><li>Three step approach: </li></ul><ul><li>POS promotion and better stocking practice </li></ul><ul><li>Customized packaging and commercials </li></ul><ul><li>Customized product launch </li></ul><ul><li>Sales increased from 7% to 10% (2002-06) </li></ul>
  8. 8. Other important restructuring exercises <ul><li>Dabur International Ltd, Dubai 2003 </li></ul><ul><li>11.4% of total sales 2005-06 </li></ul><ul><li>Introduced SAP ERP System-2005 </li></ul><ul><li>switched to E-Procurement </li></ul><ul><li>Inorganic Expansion; Balsara </li></ul>
  9. 10. Growth strategies adopted by Dabur <ul><li>Changing Demography </li></ul><ul><li>Growth in purchasing power </li></ul><ul><li>Growth in rural and urban demand </li></ul><ul><li>Telecom, lifestyle, entertainment et al sectors competing with FMCG for share in consumer’s wallet </li></ul><ul><li>Growth in organized retail sector </li></ul>
  10. 11. <ul><li>Thank You! </li></ul>

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