IMC
Total Mkt 650 cr
Dabur -50%
Total spend so far 150 cr
Dabur Honey sports a new logo and packaging, in line with other
product revamps from the company
The change is in line with revamps of the company's other
products.
The new logo of Dabur Honey features a red 'eye' that the
company refers to as the 'Eye of Good Health'.
Big Bee’s Health Secret
• Marking the occasion of the revamp, Dabur
India also released an exhaustive compilation
of honey-based recipes on Bachchan's health
secrets, titled 'Big Bee's Secret Honey
Recipes'.
• The book contains multi-cuisine vegetarian
and non-vegetarian honey-based recipes,
authored by chef, Komal Taneja and is priced
at Rs 375.
'Purity ki Double Guarantee'
• Dabur had earlier complained to the
Advertising Standards Council of India (ASCI)
about Patanjali's advertisement claims on
honey which it thinks contains 'misleading'
and 'unsubtantiated' claims on purity, The
report says Baba Ramdev company has been
pulled by the ad regulator now.
Pricing 250ml
• Dabur 125
• Patanjali 75
• Zandu 160 [emami]
Promotion:
• · Price promotions
• · Coupons
• · Gift with purchase
• · Competitions and prizes
• · Point-of-sale displays
• · Free samples
• · Contest /demos
• · Festival Sales
• · Retailer coupons
• · Multi-packs
• · Special price for twos
• · Allowances for additional shelf space
• · Merchandising
• · Awards & prizes
• · Sales Meetings
• · Samples/product sampling
• · Exchange Offers/buyback
• · Price / Bonus Packs
Latest approach -Digital
• In 2016-17 fiscal, Dabur had spent Rs 646 crore
on advertisement and publicity of its brands
across various media formats such as television,
radio, print and digital, among others.
• Targetting the youth, Burman said millennials are
going to drive strong trends of consumption in
the coming times and therefore increasing focus
on digital marketing, online campaigns and social
media will help the company access them.
HUL –Public Relations
• Hindustan Unilever has built a water, hygiene and sanitation
community centre in Mumbai, linking the move to government's
Swachh India campaign through its global sustainability agenda.