Digital strategy for dabur

1. Dabur"Dedicated to the health & well being of every household“
BY : RAHUL MEHTA

2. About the brand
 Dabur India is amongst the 7th largest fmcg company in India
with a Legacy of over 100 years
 Strategic business units in health care, personal care and food
products
 Dabur has a revenue of Rs 7691 crore
 Product marketed in more than 60 countries
 Company is among the largest producer of herbal digestives in
India.
 Dabur's FMCG portfolio today includes five flagship brands
with distinct brand identities

3. Health care
Hair care
Skin care
Oral care
Home care
Foods
Products-

4. About the product-
The who?
Food Products
Category
Dabur
Parent Company
Healthy food product with nutritional ingredients which
strengthens body immunity
USP
“Dedicated to the health & well being of every household”
Vision
They have superior understanding of consumer needs and develop
products to fulfill them better
Consumer Focus

5. • For all age groups who want high nutritionSegment
• Lower, Middle class people of all age groupsTarget Group
• Protect from everyday infection and coldPositioning
STP-
Dabur Chyawanprash

6. •Threat from local medicine
herbs in rural areas
•People preferring
international health brands
•Other health alternatives like
•Leverage successful brand
dabur
•Advertise more
•Buy out competition
Losing relevance for
younger generation
•Declining popularity in
urban areas
•Strong brand name
•Excellent branding and
advertising
•Excellent distribution and
availability
Strengths Weaknesses
ThreatsOpportunitie
Swot analysis

7.  Youngsters think of Dabur as a brand for their
parent’s generation
 Diminishing trends of herbal & ayurvedic
products
 Inappropriate Products positioning in super
market like Dmart and big bazzar
 Every one is using new western products like
yakult and protein bar.
Challenges faced by dabur -
THE WHY
?

8. Competition
Direct

Himalaya, Zandu , Patanjali and
other local manufacturers
Indirect
Revital ,Yakult ,Immuno
boosters (Cipla),Energy drinks
,Protein bars

9. DIRECT COMPITITORS
Patanjali
Zandu
Emami
Badhyanath

10. Patanjali Ayurved Limited, the fastest growing FMCG
Company in the country is a mineral and herbal products.
products offered by the company are in the personal care
foods segments including baby care and beauty products.
The company claims that all its products are made from
natural components and Ayurveda.
The reasons for the success of the company are two folds;
is the shift in the lifestyle of the Indian customers towards
using more natural and Ayurvedic products, the second
reason is that the Patanjali products are significantly less
expensive.
 Patanjali used the digital video advertising in order to
develop and promote the brand and its various products.
 In this age of digitalization, where television and the
internet have become common for every household,
patanjali makes the best use of both for promotions,
whether it is Television or YouTube.

11. Emami Limited is one of the leading and fastest
growing personal and healthcare businesses in India,
with an enviable portfolio of household brand names
such as sona chandi chyawanprash, BoroPlus,
Fair and Handsome, Zandu Balm, Mentho Plus Balm,
Fast Relief and Kesh King. Established in 1974, they
have a portfolio of over 300 products based on
ayurvedic formulations
 1999 Launch of Sona Chandi Chyawanprash
 The company on October 19 announced the
launch of its advertising campaign featuring
Bollywood actor Shah Rukh Khan for Sona
Chandi Chyawanprash.

12. INDIRECT COMPETITORS

13. Yakult is the world's leading probiotic beverage created in
Japan in 1935. It is produced by Yakult Honsha Co., Ltd -
the world's pioneer in probiotics. Today, Yakult is sold in 38
38 countries and regions around the world. The new
ambassador is India’s health and fitness icon, Shilpa
who has carved a niche for herself in the wellness space.
Since their product is all about good health, strong
immunity and overall wellness, in Shilpa Shetty they
a perfect fit as she complements our brand’s core
She has been a fan for many years, and she in fact
that her family consumes it regularly. To keep a fit body,
one needs a strong gut or intestine. Shilpa is also of the
firm belief that your body’s immunity lies in the intestine.
Yakult new campaign “Love Your Intestine with Yakult” is
one that makes Indian consumers sit up and take notice.

14. The Kellogg Company, doing business as Kellogg's, is
an American multinational food manufacturing
company, Michigan, United States. Kellogg's
cereal and convenience foods, including crackers and
toaster pastries and markets their products by several
well known brands including Corn Flakes, Frosted
Flakes, Pringles and Cheez
 In a bid to increase penetration of its cereals in the
urban markets further, Kellogg’s India is pushed its
campaign with brand ambassador Saina Nehwal and
looking to strengthen its position in the breakfast
segment.
 A study on Indian’s breakfast habits sponsored by
Kellogg’s states that for 72 per cent of Indians the
breakfast is nutritionally inadequate. With its new
campaign, “ Bade Sapno Ki Sahi Shuruat”
#Feedingdreams the company is hoping to connect
fulfilling dreams with having grain-based breakfast and
giving the right start to the day.

15. Analysis
Interpretation

16. Preferences
Outcome

17. Product life cycle –
Dabur Chyawanprash
New product
flavours added –
Mixed fruit ,mango
,sugar free ,3times
more immunity

18. Current Digital Journey
 Promotion channel – Television (Ads in different languages)
You tube ads – 3.2million views
Facebook – 241312 likes
 Changed brand perception by using long-form storytelling digital
platforms
 Madhuri Dixit as brand ambassador for its brand Dabur
Chyawanprash

19. STRATEGIC APPROACH

20. Hero
Replacing MS Dhoni and Madhuri Dixit we’ll take younger
personalities for endorsing the brand like Virat kohli and Ranveer
Singh that give out health conscious and energetic vibe.

21. Cure.Fit can provide
Health and flavour
together with Dabur
Chyawanprash

22. Hub
We will promote our hashtags by endorsing them to different
yoga or fitness influencers
#YOGADAB
#HEALTHYME
#DESIJAM
#FITNESSDOSE
#CHYAWANPRASHDABUR

23. Movie screening about the benefits of our
products to target the individuals who are
going to pay for that.

24. Hygiene
Targeting all age groups
through yoga and fitness
campaigns
Proper positioning of Dabur
Chyawanprash in digital
platform as a top of mind
awareness.

25. Simple, stunning cinema graphs that make Dabur
Chyawanprash synonymous with health and fitness

26. Targeting pregnant women
 Small 30sec add can be made which are
prompted while watching videos and listening
songs, even while playing games.
 Most of the women during pregnancy watch lot
of videos related to their health. Dabur can adapt
to it. Focusing their problem then solving it.
 We can promote through TV adds in which we
can spot newly wedding couple of industry.

27. THANK YOU !