16874740 dabur india ltd brand management presentation anuranjan (3)
TRANSCRIPT
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Dabur India Ltd.
Brand Revisited
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Introduction:
What is that life worth which cannot bring comfort to
othersDr.S.K.Burman
Founder Dr.S.K.Burman, 1!
" small #harmac$ in Kol%ata
&ublic 'td (om#an$ in 1)*
+rdlargest F(-
urnover of Rs.//++ (rore, F02
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Diversified Portfolio
Dabur Business
category
Consumer care
division
Consumer health
Care division
Dabur foods Ltd(de-merged
With DIL, 07)
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3he Brand Dabur4 turn5around
Why?
Overall slowdown in FMC sector
!tiff co"#etition
$o tar%et youn% India& 'the largest segment4
Moderni(e old )rand *+uity& 'intangible asset4
!trea"line,!yner%i(e business o#erations
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-einventin% the Mother Lo%o
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*nter new cate%ory innovate offerin%s
-e#ositionin% as FMC co"#any
Moved away fro" /"brella brandin% strate%y
-etainin% Dabur as cor#orate brand identity
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Dabur0s 1ew )rand 2rchitecture
3 Power )rands
Dabur 4ati5a 2n"ol 6a7"ola -eal
Health careproducts
HerbalBeauty,
Premiumimage
Massmarket,
Value formoney
Naughty nTastyDigestive
mbrellabrand for
!uice andotherfoods"aimed atup marketconsumer
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!#ecial focus on !outh India
!outh India contributed only 89 for Dabur
Contributed 39 in overall FMC sector
Dedicated "ar5etin% tea" created
hree ste# a##roach6
PO! #ro"otion and better stoc5in% #racticeCusto"i(ed #ac5a%in% and co""ercials
Custo"i(ed #roduct launch
!ales increased fro" 89 to ;
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Other initiatives worth "entionin%
Dabur International Ltd@ Dubai
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$he Fli# !ide
Indiscri"inate use of the brand across #rice
#oints "ay dilute the brand e+uity.
2 fin%er in "any #ies
)rand worth still not ;
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$he Path 2head
Chan%in% De"o%ra#hy
rowth in #urchasin% #ower
rowth in rural and urban de"and
$eleco"@ lifestyle@ entertain"ent et al sectors co"#etin%
with FMC for share in consu"er0s wallet
rowth in or%ani(ed retail sector
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-eco""endations
*#ansion
ee#7nnovating
*nter or%ani(ed retail with e8clusive customi9ed formats
:#t outof nonrofitin% sectors
(r$stal (lear)rand and Product Differentiation
Consolidate;erbal and
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han% 0ou=