DABUR CASE STUDY

Group Members: Harish Rampalli- 44 Lokesh Shiv- 52 Nikhil Bendekar- 63 Amol Kshirsagar- 27 Bhaskar Phadnis- 41 Pranav Nair -34

AGENDA
Dabur The Brand Product Offerings Brand Equity-Analysis Brand Equity

Why Restructuring?
Branding strategy for Growth SWOT Analysis

DABUR -THE BRAND

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 1900s by launching Dabur Hair Oil and Chyawanprash Added Oral Care Products in the 1970s Shifted base from Kolkata to New Delhi in 1972 Launched Hajmola tablet in 1978

SCENARIO
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 Product marketed in over 50 countries Leader in Herbal Digestives with 90% market share

DABUR -THE BRAND (contd)

In 2004, restructured its portfolio and structured itself into

three main SBUs 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

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)

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 Daburs 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

THE RESTRUCTURING PROCESS

4 Year Strategy 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 Schoolpack

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 recognised

THANK YOU!!!!