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Dabur brand revitalization & reinforcement


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Dabur brand revitalization & reinforcement

  1. 1. Dabur’s Brand Revitalization and Reinforcement over a period of time By: Khalilullah Celebrate Life
  2. 2. FOUNDER Dr. S. K. Burman, a Physician tucked away in Bengal. His mission was to provide effective and affordable cure for ordinary people in farflung villages Founded1884 By Dr. S.K. Burman
  3. 3. INTRODUCTION      Dabur india limited is india's leading FMCG company. Dabur is currently the 4th largest Indian consumer goods manufacturing company products of dabur are marketed in more than 50 countries world wide Dabur's health care range brings for the customer a wide selection of herbal products. Dabur chyawanprash and hajmola both gives revenue of rs.100 crores each
  4. 4. SHORT HISTORY 1884 Birth of dabur 1896 Set up a manufacturing plant 1919 Establishment of research laboratories 1936 Dabur India pvt. Ltd. 1972 Shifts to Delhi 1986 Public limited company 2007 Celebrating 10 years of real
  5. 5. COMPANY TYPE :Public (NSE, BSE) INDUSTRY : Health Care & Food Headquarters : Dabur Tower, Kaushambi, Sahibabad, Ghaziabad - 201010 (UP), India Website : Area served : Worldwide Celebrate Life
  6. 6. PRODUCTS Dabur Amla, Dabur Chyawanprash, Vatika, Hajmola & Real
  7. 7. International Range Oral Care Health Care Foods Hair Care Skin Care
  8. 8. Umbrella Branding Dabur- It became umbrella for all its healthcare products like chyawanprash and honey. The company restrict the brand Dabur with all its healthcare products only.
  9. 9. Brand Revitalization “A brand Revitalizing requires either that lost sources of brand equity are recaptured or that new sources of brand equity are identified and established.” A strategy to recapture lost sources of brand equity and identify and establish new sources of brand equity. This may include product modification or brand repositioning.
  10. 10. Brand Revitalization at Dabur Company took initiatives to launch various marketing programs. These marketing programs not only aimed to educate the customers but also helped in revitalizing the brand which was already being done by the company by launching new products.
  11. 11. Brand Reinforcement • “Reinforcing brands involves ensuring innovation in product design, manufacturing and merchandising and ensuring relevance in user and usage imagery.” • Company also worked towards the logo and packaging of the products and new designs so that customer can get attracted. The company realized that the Brand Dabur was having so many meanings that the message that Dabur was healthcare division was not going to the public clearly.
  12. 12. Continue……. • They wanted to solve this problem so they went in for logo change in 2003. The new logo was created with the tag line of “Celebrate Life’. To go with this logo change company also changed the packaging. They made it more alive and bright.
  13. 13. Positioning  Dabur through its diversified brands has tapped various target segments like the : Youth Health Conscious People School Children Mothers Existing Old age group
  14. 14. Why Restructuring  Image: Ayurvedic Company  Association: 35 - plus age group  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
  15. 15. Process of Restructuring  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
  16. 16. Branding Strategy  Changed its branding strategy by moving from the Umbrella Strategy to the Key brand Strategy  Categorized itself into five power brands  Dabur (HEALTHCARE)  Vatika (HAIR CARE)  Anmol (PERSONAL CARE)  Real ( JUICES)  Hajmola (DIGESTIVE SUPPLEMENTS)
  17. 17. Strategy continue…….  PRODUCT LINE EXTENSION In the JUICES range Dabur introduced : Coolers (Low fruit Content) Real ( High fruit pulp Content) Real ACTIV (Health Conscious Youth) Real Juniors (for the children below 6 years of age) Real Schoolpack
  18. 18. Why these strategies  Line Extension Strategy was adopted by Dabur because:  It could attract different target audience  Could renew Interest and liking for the brand by introducing new variants  It could increase its market share  Diversify without much risk  Moved from its Core strategy and hence could give customers something better and different
  19. 19. COMPETITOR  Hindustan Unilever Ltd.  ITC (Indian Tobacco Company)  Nestlé India
  20. 20. THANK YOU