The document discusses Dabur India Ltd, an Ayurvedic and herbal healthcare company. It underwent restructuring in 2000 to address issues like a narrow target segment. It developed five power brands, expanded markets geographically and by segment. Dabur aims to double revenue by 2010 through international alignment, new markets, and a differentiated approach against competitors in healthcare, home care, foods and personal care. It uses market segmentation across geographic, demographic, psychographic and behavioral factors. Recommendations include creating a niche in integrating Ayurveda with science, innovative products, e-commerce, awareness of herbal benefits, and a focus on South India.

1. SUBMITTED BY
 Bappadittya
Mondal
 Bhargab Dhar
 Debajyoti Ghosh
 Kushal Gaykawad
 Suneel Akula
 Surya Kiran Meduri
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2. CASE HIGHLIGHTS
 In 2000, the company went for
restructuring.
 Has 5 power brands under its portfolio.
 Entered new markets.
 Developed its Oral Care Market.
 Expanding its geographical &
demographical segments.
 International alignment.
 Aims at doubling its revenue and profit by
the end of 2009-2010
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3. INTRODUCTION
World Leader
in Ayurveda
Largest Indian
Personal &
Health Care
Co.
Strong
Internal
Competency
Professionall
y Managed
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4. Persona
l Care
Health
Care
Foods Home
Care
Hair
care
Body
care
Skin
care
Oral
Care
Baby
Care
Digestiv
e
Juice &
Drinks
Honey
Air
Freshener
Hard
Surface
Cleaner
BUSINESS SEGMENTS
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5. WHY RESTRUCTURING
 Earlier Image: Ayurvedic Company
 Consumer Perception: 35+ age group
 Growth in FMCG.
 Problems:
Diversified into too many product ranges
Image
Association with a particular age group and
hence losing on the other potential customers
Lower Sales and Profits
Increasing Competition.
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6. THE RESTRUCTURING
PROCESS
 Cut down on all its low Contribution
Brand.
 Positioned itself as an Herbal specialist in
the FMCG sector
 Set Higher Targets
 Identified Growth Drivers
 Filling up the gaps in Oral Care as well as
Hair Care market
 Set itself a new Brand Strategy
 Entered new potential areas and targeted
the youth as well school children
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7. BRAND ARCHITECTURE
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8. Dabur Vatika Anmol Hajmola Real
Health
Care
Product
s
Herbal
Beauty,
Premiu
m
Image
Mass
Market,
Value
For
Money
Tasty
and
Digestiv
e
Umbrell
a Brand
for Juice
& Other
Foods
FIVE POWER BRANDS
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9. SEGMENTATION
Geographic
• Region
• City
• Rural & semi-urban
Demographic
• Age
• Gender
• Income
Psychographic
• Socio-economic
• Lifestyle
• personality
Behavioral
• Consumer preference
• Taste /Benefits
Market
Segmentation

10. GEOGRAPHIC
SEGMENTATION
The market is differentiated into
geographical units like nations,
regions, cities etc. as customer
preferences vary across regions.
 For example
◦ Dabur Sivappu palpodi in south India.
◦ Red tooth paste in East india

11. DEMOGRAPHIC
SEGMENTATION
In Demographic Segmentation the market is
divided into groups on the basis of variables like
- Age, gender, income, generation .
 Age
Chyawanprash junior
Real junior

12. PSYCHOGRAPHIC
SEGMENTATION
Psychographic segmentation divides a market into
different groups based on social class, lifestyle, or
personality characteristics.
According to Indian eating habit
Hajmola
Churan

13. BEHAVIORAL
SEGMENTATION
Here the marketers divide the consumers
into groups on the basis of their
knowledge of, use of, or response towards
a product.
Benefits from Hair oil and shampoo

14. TARGET MARKET
 Dabur through its diversified brands has
tapped various target segments like the :
Youth
Health Conscious People
School Children
Mothers
Existing Old age group
Targeted the Institutional market which
included hotels and airlines
Partnered with Institutional clients to
provide value added services

15. POSITIONING
 Earlier Position
An Ayurvedic company.
Everything to everybody.
 New Position
Herbal Based Product
Celebrating life.

16. MARKETING MIX
PRODUCT:
 Products have been divided into 5 power
brands
 Quality: High
 Sizes: Available in different sizes
 Design: Available in Tetra Pack, Bottles,
Sachets
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17. MARKETING MIX (Contd.)
PRICE:
 As, Dabur had different sub-categories it
came out with variable pricing to reach each
and every target segment
E.g. :Cooler (juice) was 15% cheaper than
Real.
PLACE :
 Dabur constantly kept on increasing its
geographic spread to increase its sales
revenues.
 Special focus on the South Indian Market
 Expanding in the International Market.
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18. MARKETING MIX (Contd.)
PROMOTIONS :
 Different brands have its own marketing and
advertising team
 Utilized the popularity of Indian films in the
domestic and global markets to promote its
brands
 Undertook the most advertising campaign
with Mr. Bachchan and yash raj film
endorsing Dabur brands and captured his
image in abroad
 Signed cricketer Virendar Sehwag and his
wife for selected Oral, Hair and Healthcare
products
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19. SWOT ANALYSIS
 STRENGTHS:
Century Old Company
Established Brand
Ayurvedic/ herbal Product line
Leader in Herbal Digestives where the
product has 90% of the market share
Innovativeness in Promotions
 WEAKNESS:
Profitability is uneven across product line

20.  OPPORTUNITIES:
 Extend Vatika brand to new categories like Skin Care
and body wash segments
 Southern India Market
 Exploring new geographical areas- local as well
global
 Launching new Products like Hair oils, Herbal and
Gel Toothpastes etc.
 THREATS:
 Competition in the FMCG sector from well
established names
 Other fields of medicine- Allopathic and
Homeopathic
 Markets where Herbal products are not recognized
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21. MAJOR COMPETITORS
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BRANDS COMPETITORS
Shampoo HUL-Clinic P&G-H&S
Oral Colgate
Juice Pepsi
Skin Care HUL Emami

22. WINING COMPETITIVE
STRATEGIES
 Differentiated approach in all business
segments.
Expand
Total Market
Expand
Market
Share
Challenger
Strategy
Niche
Strategy
Health Care  
Home Care  
Food
Division
 
Hair Care 
Oral Care 
Skin Care 
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23. HERBAL vs CHEMICAL
 Introducing new packaging for
dandruff control range.
 Preity Zinta as brand ambassador.
 Going by consumer insights, Dabur
leveraged idea “Chemicals Ki maad
dhaad kyon, Dandruff hataye pyar se
 Vatika dandruff control has been
positioned as nonviolent option.
 Rural areas demand has been driven
mostly by sachets.
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24. RECOMMENDATIONS
 Create niche market by integration of
ayurvedic knowledge with modern
science.
 Provide innovative products to its
customers
 Should give e-purchasing facility
 Should focus more on South India
 Awareness about superiority of herbal
products.
 Expansion
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25. 6/28/2022 5:58 AM
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