Dabur campaign marketing

1. Presentation by
Final Year MMS Students of JBIMS
A project of the IMC Workshop conducted by
Prof Aughi Dalton

2. Dabur Honey
Chintan Kalla – M06
Jishan Ali – M11
Moin Punjani – M18
Vikrant Hatwalne M43
Viraj Sheth – M45
Aayushi Jajodia – M48

3. Introduction
• Dabur is 130 year old company started by Dr. S. K. Burman
• It is the world’s largest organization in Ayurvedic Healthcare
• Dabur has expanded its portfolio to include Consumer Care
which is segmented into Home Care and Personal Care and
within Health Care it caters to Health Supplements,
Digestives, OTC and Ethicals. It also has a Foods Department
• Dabur’s portfolio has 14 brands each valuing 1 Billion Rupee
• Its sales are growing at close to 20% annually
• In 2011 Dabur marked its presence globally by inorganic
growth when it acquired Hobi Group and Namaste LLC

4. Situation Analysis
Market Analysis - Total Honey production for the year 2012-2013 was over
40,000 – 50,000 tonnes per annum. Although the production output depends on
weather conditions but with the advent of technological advancements the
dependency on weather conditions is fast decreasing.
23000
30000
Total Honey Production (in
tonnes)
Export
Domestic
16000
34000
Sectoral Division
(in tonnes)
Organised Sector
Unorganised Sector
Growth - The food and beverage industry in India is growing at 17% CAGR and
it is worth 135 billion dollars.

5. Potential – Honey is being seen as a natural healthy supplement for sugar and as
the citizens are becoming more health conscious there is huge potential market for
expansion as many users are switching from sugar to other forms of sweeteners
like honey.
Situation Analysis
Seasonality – Consumer Perception is that honey consumption is undesirable in
summers. So the sales of honey drops during this time but it again soars in the
winters.

6. AD CLAP
2
2.5
3
3.5
4
4.5
Taste Price Purity Viscosity Colour
Dabur Honey
Fondaghat
Lion Honey
Unorganised

7. AD CLAP
2.6
2.8
3
3.2
3.4
3.6
3.8
Taste Price Purity Viscosity Colour
Dabur Honey
Industry
POD
POE
Taste - Dabur has to improve on this attribute as people still perceive to be a synthetic
product and not compared with natural honey of the unorganised sector
Price - Premium price is charged due to the brand value and the quality Dabur provides
and is not much of a pain point for Dabur
Purity - Purity is one such aspect Dabur will have to categorically work on as it is
positioning itself as the health substitute for sugar
Viscosity& Colour- Not much of a pain point for Dabur

8. AD CLAP
2.8
2.9
3
3.1
3.2
3.3
3.4
3.5
3.6
3.7
Taste Price Purity Viscosity Colour
Consumer
Industry

9. 6 R’s
The 6 R's
Raise Taste
Remove - -
Reduce - -
Retain Viscosity, Colour
Rock
Rip

10. Value Chain Analysis
Inbound
• Procurement
from Kashmir
Majorly
• Major Inventory
in Winter as
consumed more
in that sesaon
Processing
• Processing in
Manufacturing
Units in Baddi
Customer
• Warehousing
and Distribution
to be provided
by Distributor
• After Sales
Replacement
Policies in case
of Broken
Bottles, Expired
Goods

11. High Involvement
Low Involvement
Rational Emotional
As honey is still falls
under the commodity
space hence a proper
branding strategy is
required to increase top
of the mind recall.
Increased frequency of
spots and insertions for
achieveing the same
FCB Analysis

12. SEGMENTATION MAPPING
Fitness Use Medicinal Use Additive Usage Traditional Usage
18-25 25-35 35-50
SEC-A SEC-B SEC-C

13. Natural
Taste
Ayurvedic
Pure
Golden
Yellow
Colour
Healthy
Healthy
Pure
Taste
Sweet Taste of Life
Healthy
Taste
Brand Association – Value Propositions - Positioning

14. Launch Growth Maturity Decline
Overall category is
growing at 14% and
Dabur Honey is
growing at 20% last
year
Position in the PLC

15. Sustainable Competitive Advantage
Very Strong Distribution System
• Direct Reach: Over 800,000 outlets
• Indirect Reach: ~ 5.8 million outlets
Access of All Dabur Brands
Brand Dabur Fondaghat Lion Honey
Reach Pan India Maharashtra South India
SKU Availability Kirana Store, Chemist
Store and MT
Kirana Store, Few
Chemist Store, MT
In Major Towns in
all formats and not
much in Rural

16. Customer Touch points
More Small
SKU’s in Kirana
Store
Price Centric
Customer Come
to buy
Kirana
Store
Availability of all
SKU’s
Consumer more
health oriented
and better class
Modern
Trade
Availability of all
SKU’s
Flyers
explaining the
health benefits
of Honey
Chemist
Outlets
40% 10% 50%
Growing at 17% CAGR Major Selling Point and
SEC B as target

17. Sales Promotion
Implementation of Project CORE – Chemist
Outreach and Range Extension
Project Implemented in December 2013
Increase in Sales and Revenue By 12%
Sales of Dabur Honey of all SKU’s observed
20 gm Honey which is the smallest SKU sold
the most to make customer start the
consumption of Product
To Increase Sales at Chemist Outlets
Honey
20gm 3 pc - 4.17%
400 500 1KG
50 100 250 6 p c - 2.5 %

18. Branding Strategy Centred around Fitness
Sweet Taste of Life
We are proposing Dabur Honey as a healthy natural
additive to be used in place of Sugar or other Sugar
free Substitutes and as a Fitness product
Target Audience would be Health Conscious segment who frequent Gyms and jogging parks
- Dabur would be putting up hoardings and
promotional activities in and across popular Gyms
and Jogging parks.
- Free sampling would be done in these areas
- Also target Corporate offices as part of a health
conscious lifestyle propagation
- ‘Say no to Diabetes’ Campaign
starting from the World Diabetes day
by stopping the use of any sugar or
synthetic sugar free additives and
going the healthy way. Also tie up
Gyms like Gold Gym, Standard
Chartered Marathon etc.

19. Sweet Taste of Life
ATL BTL
Print : Ads in
newspapers and
fitness
magazines
Out of Home:
Billboards like
Amul with a
creative theme to
portray goodness
of honey
Radio:
Sponsorships
and tie ups with
radio shows
TV:
Commercials to
attract people in
between daily
soaps
 PR: Micro blogging and website
 SP: Added Incentives in extra sales
 Mob Adv: Apps and games
(Wheres my Honey)
 Word of mouth : Personal
promotion in gyms, parks and fitness
clubs
 Events and sponsorships
IMC

20. Thank You