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Dabur Repositioning

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Transcript

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