DABUR CASE

STUDY
MARKETING
MANAGEMENT
 Dabur – The Brand
 Product Offerings
 Brand Equity-Analysis
 Brand Equity
 Why Restructuring?
 Branding strategy
 SWOT Analysis
 Marketing Mix
 PRESENT
 Dabur India is theSCENARIO
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
 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 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
(contd)
 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
 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
 Cut down on all its low Contribution Brand
PROCESS
 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
 PRODUCT LINE EXTENSION
(contd)
 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
Sr. Brand Type
 PRODUCT: No
 Products have 1. Dabur Healthcare
been divided into
5 power brands (Chyawanprash)
 Quality: High 2. Vatika Herbal Beauty
 Sizes: Available Brand
in different sizes 3. Anmol Personal Care
 Design: Available Market
in Tetra Pack, 4. Real Foods
Bottles, Sachets
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!!!!