dabur restructuring and re positioning
TRANSCRIPT
DABUR CASE STUDY
MARKETING MANAGEMENT
Dabur – The Brand Product Offerings Brand Equity-Analysis Brand Equity Why Restructuring? Branding strategy SWOT Analysis Marketing Mix
Dabur India is the 4th Largest FMCG Company in India Legacy of over 100 years Strategic Business Units in Health care, Personal care
and Food products Dabur has a turnover of Rs.1899.57 crore with powerful
brands like Dabur Amla, Dabur Chyawanprash, Real, Vatika and Hajmola
Bottom Line Driven Company Product marketed in over 50 countries Leader in Herbal Digestives with 90% market share
PRESENT SCENARIO
Established : 1884 Founder : Dr. S K Burman. Basic Motive : Manufacture of Ayurvedic Drugs Achieved : By setting up manufacturing units and
setting up Research and Development Labs Expanded its product line in the mid 1900’s by
launching Dabur Hair Oil and Chyawanprash Added Oral Care Products in the 1970’s Shifted base from Kolkata to New Delhi in 1972 Launched Hajmola tablet in 1978.
DABUR -THE BRAND
In 2004, restructured its portfolio and structured itself into three main SBU’s
Has 5 power brands under its portfolio Entered new markets like the Juice segment,
branded packaged soups segment Developed its Oral Care Market Increasing its geographical spread Aims at doubling its revenue and profit by the end
of 2009-2010
DABUR -THE BRAND (contd)
PRODUCT OFFERINGS
PERSONAL CARE SEGMENT : Hair Care Oil and Shampoo (VATIKA) Skin Care (FAIRENESS FACE PACK) Oral Care (DABUR RED GEL AND TOOTHPASTE)
FOODS PRODUCT RANGE: Juice ( REAL/ REAL ACTIV) Dabur Honey Hommade (Packaged Soups)
PRODUCT OFFERINGS (contd)
AYURVEDIC HEALTH PRODUCTS: Digestive Segment (HAJMOLA) Dabur Chyawanprash Pudin Hara AYURVEDIC DRUGS PHARMACEUTICALS
BRAND EQUITY
The Brand Equity of Dabur can be judged by the model BRAND ASSET VALUATOR
Four Key components : Differentiation Relevance Esteem Knowledge As Dabur is a well- established brand all the four
components are high HERBAL has been Dabur’s Brand equity since centuries
HOW DABUR BUILD ITS
BRAND EQUITY? Identities making up the brand-
Choice of its logo, symbol, slogan, packaging
Marketing Activities
Associations of the brand
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
RESTRUCTURIN
G 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
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)
BRANDING STRATEGY
(contd) 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 School pack.
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
POSITIONING
Dabur through its diversified brands has tapped various target segments like the :
Youth Health Conscious People School Children Mothers Existing Old age group
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
SWOT ANALYSIS (contd)
OPPORTUNITIES: Extend Vatika brand to new categories like Skin Care
and body wash segments Launch several OTC brands Southern India Market Exploring new geographical areas- local as well global Oral Care Segment Launching new Products like Hair oils, Herbal and Gel
Toothpastes etc.
SWOT ANALYSIS (Contd)
THREATS: Competition in the FMCG sector from well
established names Other fields of medicine- Allopathic and
Homeopathic Markets where Herbal products are not recognized
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
Sr.
No
Brand Type
1. Dabur Healthcare
(Chyawanprash)
2. Vatika Herbal Beauty Brand
3. Anmol Personal Care Market
4. Real Foods
5. Hajmola Digestives
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. : One- litre bottle of Cooler (juice) was priced at
Rs.50 Selective Price Reduction to increase Demand Introduction of Smaller packs at Rs.5 Came out with Rs.1 sachet of Vatika Shampoo to
increase market share Cutting Price to stand out against competition.
MARKETING MIX (contd)
PLACE : Dabur constantly kept on increasing its geographic
spread to increase its sales revenues Entered the South Indian Market Expanding in the International Market Presence in over 50 countries Subsidiaries established in Nepal, Nigeria,
Bangladesh and Pakistan Focus areas : Asia Pacific, Afghanistan, Russia and
other CIS countries
MARKETING MIX (contd)
PROMOTIONS : Different brands have its own marketing and
advertising team Different brands had different promotions Utilized the popularity of Indian films in the domestic
and global markets to promote its brands Undertook the most advertising campaign with Mr.
Bachchan endorsing Dabur brands Signed cricketer Virender Sehwag and his wife for
selected Oral, Hair and Healthcare products
MARKETING MIX (contd)
Targeted the Institutional market which included hotels and airlines
Partnered with Institutional clients to provide value added services
Held various contests Training sessions and workshops for food and
beverage professionals Tie-up with Discovery Channel
THANK YOU!!!!