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Marketing. Several definitions have been proposed for the term marketing. Each
tends to emphasize different issues. Memorizing a definition is unlikely to be useful;
ultimately, it makes more sense to thinking of ways to benefit from creating customer
value in the most effective way, subject to ethical and other constraints that one may
have. The 2006 and 2007 definitions offered by the American Marketing Association
are relatively similar, with the 2007 appearing a bit more concise. Note that the
definitions make several points:
Strategic Planning
Plans and planning. Plans are needed to clarify what kinds of strategic objectives an
organization would like to achieve and how this is to be done. Such plans must
consider the amount of resources available. One critical resource is capital. Microsoft
keeps a great deal of cash on hand to be able to “jump” on opportunities that come
about. Small startup software firms, on the other hand, may have limited cash on
hand. This means that they may have to forego what would have been a good
investment because they do not have the cash to invest and cannot find a way to raise
the capital. Other resources that affect what a firm may be able to achieve include
factors such as:
History Of Chyawanprash
ChyawanPrinciples
Holistic Healthcare
Ayurveda looks beyond individual symptoms into the total human system…the sharir (body),
Ayurveda recognizes three basic forces or elements that control that control all physical and
mental processed. Vita controls moments within the body. Pitta controls digestion and all
biochemical processes. Kapha controls the tissue fluids, cell growth and firmness of the body.
Imbalance of three forces causes illness. Ayurveda prevents imbalance or restores balance.
Ayurveda sees the totality of a human being as a dynamic balance of myriad related, often
contradictory, elements in motion. Looks for clues not only in the body, but in behaviour
patterns, moods and thoughts. It seeks to allay symptoms by correcting the total balance, not
True. Ayurveda cannot compete with modern science in many emergencies. But in an
environment of over-drugging, chronic and degenerative ailments, new viruses and super
bugs outstripping new cures. Ayurveda does promise real long-term benefits. Sometimes as
Dabur India Ltd (DIL) for the brands Dabur Chyawanprash. Pioneering role
that it has played in the evolution of the categories it has had a presence in.
This report is not aiming at the overall marketing mix or the marketing
strategy of Dabur India Ltd, but is an attempt to analyse the marketing mix
of Dabur Chyawanprash.
Analysis etc. This analysis has been done on the basis of the information
gathered from the company website and other online resources and books
and articles.
Objectives:
Recommendations:
Dabur India Ltd is one of India’s leading FMCG Companies with Revenues of about US$750
Million (over Rs 3416 Crore) & Market Capitalisation of over US$3.5 Billion (over Rs 16,000
Crore). Building on a legacy of quality and experience of over 125 years, Dabur is today
India’s most trusted name and the world’s largest Ayurvedic and Natural Health Care
Company.
Dabur India is also a world leader in Ayurveda with a portfolio of over 250 Herbal/Ayurvedic
products. Dabur's FMCG portfolio today includes five flagship brands with distinct brand
identities -- Dabur as the master brand for natural healthcare products, Vatika for premium
personal care, Hajmola for digestives, Réal for fruit juices and beverages and Fem for fairness
bleaches and skin care products.
Dabur today operates in key consumer products categories like Hair Care, Oral Care, Health
Care, Skin Care, Home Care and Foods. The company has a wide distribution network,
covering over 2.8 million retail outlets with a high penetration in both urban and rural markets.
Dabur's products also have a huge presence in the overseas markets and are today available in
over 60 countries across the globe. Its brands are highly popular in the Middle East, SAARC
countries, Africa, US, Europe and Russia. Dabur's overseas revenues stands at over Rs 500
Crore in the 2008-09 fiscal, accounting for about 20% of the total turnover.
The 125-year-old company, promoted by the Burman family, had started operations in 1884 as
an Ayurvedic medicines company. From its humble beginnings in the bylanes of Calcutta, Dabur
India Ltd has come a long way today to become one of the biggest Indian-owned consumer
goods companies with the largest herbal and natural product portfolio in the world. Overall,
Dabur has successfully transformed itself from being a family-run business to become a
professionally managed enterprise. What sets Dabur apart from the crowd is its ability to
change ahead of others and to always set new standards in corporate governance & innovation.
Dabur At-a-Glance
Dabur India Limited has marked its presence with significant achievements
and today commands a market leadership status. Our story of success is
based on dedication to nature, corporate and process hygiene, dynamic
leadership and commitment to our partners and stakeholders. The results of
our policies and initiatives speak for themselves.
Leading consumer goods company in India with a turnover of Rs.
2834.11 Crore (FY09)
3 major strategic business units (SBU) - Consumer Care Division
(CCD), Consumer Health Division (CHD) and International
Business Division (IBD)
3 Subsidiary Group companies - Dabur International, Fem Care
Pharma and newu and 8 step down subsidiaries: Dabur Nepal Pvt
Ltd (Nepal), Dabur Egypt Ltd (Egypt), Asian Consumer Care
(Bangladesh), Asian Consumer Care (Pakistan), African
Consumer Care (Nigeria), Naturelle LLC (Ras Al Khaimah-UAE),
Weikfield International (UAE) and Jaquline Inc. (USA).
17 ultra-modern manufacturing units spread around the globe
Products marketed in over 60 countries
Wide and deep market penetration with 50 C&F agents, more than
5000 distributors and over 2.8 million retail outlets all over India
Consumer Care Division (CCD) adresses consumer needs across the entire
FMCG spectrum through four distinct business portfolios of Personal Care,
Health Care, Home Care & Foods
Master brands:
Dabur - Ayurvedic healthcare products
Vatika - Premium hair care
Hajmola - Tasty digestives
Réal - Fruit juices & beverages
Fem - Fairness bleaches & skin care products
9 Billion-Rupee brands: Dabur Amla, Dabur
Chyawanprash, Vatika, Réal, Dabur Red
Toothpaste, Dabur Lal Dant Manjan, Babool,
Hajmola and Dabur Honey
Strategic positioning of Honey as food product,
leading to market leadership (over 75%) in
branded honey market
Dabur Chyawanprash the largest selling Ayurvedic
medicine with over 65% market share.
Vatika Shampoo has been the fastest selling
shampoo brand in India for three years in a
row
Hajmola tablets in command with 60% market
share of digestive tablets category. About 2.5
crore Hajmola tablets are consumed in India
every day
Leader in herbal digestives with 90% market share
Dabur India Ltd is one of India’s leading FMCG Companies with Revenues of about US$750
Million (over Rs 3416 Crore) & Market Capitalisation of over US$3.5 Billion (over Rs 16,000
Crore). Building on a legacy of quality and experience of over 125 years, Dabur is today
India’s most trusted name and the world’s largest Ayurvedic and Natural Health Care
Company.
Dabur India is also a world leader in Ayurveda with a portfolio of over 250 Herbal/Ayurvedic
products. Dabur's FMCG portfolio today includes five flagship brands with distinct brand
identities -- Dabur as the master brand for natural healthcare products, Vatika for premium
personal care, Hajmola for digestives, Réal for fruit juices and beverages and Fem for fairness
bleaches and skin care products.
Dabur today operates in key consumer products categories like Hair Care, Oral Care, Health
Care, Skin Care, Home Care and Foods. The company has a wide distribution network,
covering over 2.8 million retail outlets with a high penetration in both urban and rural markets.
Dabur's products also have a huge presence in the overseas markets and are today available in
over 60 countries across the globe. Its brands are highly popular in the Middle East, SAARC
countries, Africa, US, Europe and Russia. Dabur's overseas revenues stands at over Rs 500
Crore in the 2008-09 fiscal, accounting for about 20% of the total turnover.
The 125-year-old company, promoted by the Burman family, had started operations in 1884 as
an Ayurvedic medicines company. From its humble beginnings in the bylanes of Calcutta, Dabur
India Ltd has come a long way today to become one of the biggest Indian-owned consumer
goods companies with the largest herbal and natural product portfolio in the world. Overall,
Dabur has successfully transformed itself from being a family-run business to become a
professionally managed enterprise. What sets Dabur apart from the crowd is its ability to
change ahead of others and to always set new standards in corporate governance & innovation.
Strategic Intent
We intend to significantly accelerate profitable growth. To do this, we
will:
Dabur hold a commanding 60 % share in the Chyawanprash market. The brand has
been using Amitabh Bachchan as its brand ambassador. Infact Big B has been endorsing
the brand for more than five years now.
Chyawanprash faces a unique perception issue. The brand is
perceived to be a health supplement for elders and kids . The younger generation feels
that the brand is not relevant for them. Dabur had earlier addressed this issue in their
earlier campaign ' Zaroorat Hai ' using the concept of ' role reversal ' .
Although Big B provided huge equity to the brand, the elderly ambassador further
reinforced the perception that the product is for older people.
To break this perception, Dabur has come out with a new campaign featuring the new
ambassador MS Dhoni. Dhoni is expected to make the brand attractive to the younger
generation. The current success of Dhoni as a cricketer and as a captain gives added
advantage to the brand.
Dabur has done more than just a new communication. The brand has also changed the
packaging. The new packaging with lot of red color symbolises the activity and alertness.
The bottle shape also has been made more modern. Chyawanprash also has a new logo
which also reinforce the new targeting.
Dabur also has a new tagline for Chywanprash . The brand has done away with the
earlier tagline " Zaroorat Hai ". The new tagline is ' Fit Body , Active Mind '. The brand
gives the message that to win in life, one needs to have an active mind and a fit body.
As in the case of any successful celebrity, Dhoni also faces the issue of over exposure .
He is now sponsoring many brands from textiles to beverages. In the health drinks
category he endorses Boost which is a competitor for Chyawanprash in a broader sense.
When I first saw the commercial, I mistook the ad for Boost. Boost also features Dhoni
and Sachin as the brand ambassadors. The settings of both the Boost ad and the
Chyawanprash ad are quite similar. Both ads even use the same color red as the main
anchor. Only at the end of the ad, I realized that it was for Dabur Chyawanprash.
Professors Brian Sternthal and Angela Lee in the book " Kellogg on Branding " suggests
that late identification strategies are used by brands to create a suspense and hence hold
the attention of consumers. However, this is a risky strategy since consumers are free to
make their own associations throughout the advertisement duration. Presenting the
brand name at the end of the ad may not correct the erroneous association. People do
not find it worthwhile to put an effort to correct such an association.
The authors say that late ID is useful for those brands where customers have an
unfavorable disposition . Here in this case , there is an unfavorable perception that the
brand is for elders and kids . But at the same time , the brand ambassador is endorsing a
category competitor. Hence in this case, late identification may have little effect than
desired.If Dhoni was not endorsing any other health drinks, this campaign could have
produced greater results.
People are our most important asset. We add value through result driven
training, and we encourage & reward excellence.
How ever, the brand will gain with the association with Dhoni. According the reports,
Dabur also retains Amitabh Bachchan . That makes a formidable combination of
endorsers for the brand.
Sustainability Report
Conservation of Energy
Dabur has been undertaking a host of energy conservation measures.
Successful implementation of various energy conservation projects have
resulted in a 13.8% reduction in the Company’s energy bill in the
2008-09 fiscal alone. What was noteworthy was the fact that this reduction
has come despite an 8-9% volume increase in manufacturing, and an
average 11.7% increase in cost of key input fuels.
The host of measures – key among them being use of bio-fuels in boilers,
generation of biogas and installation of energy efficient equipment – helped
lower the cost of production, besides reduce effluent and improve hygiene
conditions & productivity.
Technology Absorption
Dabur has also made continuous efforts towards technology absorption and
innovation, which have contributed towards preserving natural resources.
These efforts include:
Dabur also initiated a Carbon Foot Print Study at the unit level with
an aim to become a carbon positive Company in years to come.
Conclusion:
other herbs and herbal extracts. the market. The consumer’s patriotic love
for tea and coffee is unfared. Chyawanprash are yet to establish their
ratherwell with the masses. dabur has clearly lost it head start advantage
and thereby acquiring just 35% of the market share while others enjoys rest
of the market share. This could be well attributed to dabor successful ATA
Chyawanprash and vatika hair oil brand .The brands such as that of
made’ and also US food giantssDel Monte are ready to hit the
company will be the one which combines the high end technology with
consumer insight.
Many food companies including Dabur got benefited from it . On the analysis
share Dabur should give slight price benefit on Dabur brand so that
customers of other Juice brand should switch from other brand to Dabur
brand