Dabur is an Indian FMCG company founded in 1884. It has undertaken brand revitalization and reinforcement efforts over time. This included launching new products and marketing programs to educate customers and revitalize brands. It also worked to reinforce brands through new logo, packaging designs, and ensuring product innovation. Dabur restructured by cutting low-contribution brands, positioning as an herbal specialist, and entering new areas to target youth. It changed its branding strategy from umbrella to focus on power brands like Dabur, Vatika, Anmol, Real and Hajmola. Product line extensions further diversified offerings to different audiences. These strategies helped Dabur renew interest, increase market share, and move

1. Dabur’s Brand Revitalization and
Reinforcement over a period of time
By:
Khalilullah
Celebrate Life

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. INTRODUCTION
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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. 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. COMPANY TYPE :Public (NSE, BSE)
INDUSTRY : Health Care & Food
Headquarters : Dabur Tower,
Kaushambi,
Sahibabad, Ghaziabad - 201010
(UP), India
Website : www.dabur.com
Area served : Worldwide
Celebrate Life

6. PRODUCTS
Dabur Amla,
Dabur Chyawanprash,
Vatika,
Hajmola &
Real

7. International Range
Oral Care
Health Care
Foods
Hair Care
Skin Care

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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. COMPETITOR
 Hindustan Unilever Ltd.
 ITC (Indian Tobacco Company)
 Nestlé India

20. THANK
YOU