Brand management

System
Product: Dabur Juices

By:
Upasana Sharma

WHY BRAND MANAGEMENT?

Revitalizing the mother logo

Dabur
Portfolio

Health
Care

Personal
care
Cooking
Pastes

Fruit Juice

Real

Activ

Foods

Juice

Home
Care
Sauce

Lemon Juice

Burrst

Lemoneez

Consumer
Health

Professional
Range

 Number of brands in juice category: 4

Real, Activ, Burrst, Lemoneez
Daburs Brand Extensions:
Homemade
Real
Product Line extension:
Homemade Lemoneez
Real, Real Activ, Real Burrst

BCG MATRIX
High

Low
High

Low

EXPLANATION
Product

Activ

Category

Stars

Reason & Importance

Rapid Growth and

expansion
Fantastic Opportunity
Well established in a
short span of time

Real

Cash Cows

Well established
Market Leader
Can be used to fund the
growth of stars and
question marks

Burrst

Question
Marks

New product
Opportunity no one
knows what to do with
May become a star or
may have to be divested

Dogs

Lemoneez

Low market share

Low growth
Weak market presence
Difficult to make profit
Divestment should be
considered

Recommendations
Expansion
Keep Innovating
Enter organized retail with exclusive customized formats
Opt out of non-profiting sectors
Crystal Clear Brand and Product Differentiation
Consolidate Herbal and Natural differentiation strategy

Role of Internal and

External Stakeholders
and their control
measures

Stakeholders are people who have a vested interest in the company.

Internal stakeholders include Employees, Managers, Owners/Shareholders who

are effected by wages and job stability. They all work for the business directly
resulting in them pushing for the success of the company so they can make
money. Conversely, when the business does poorly, they suffer.

External stakeholders include Customers, Suppliers, Government. They are

involved with the company but not employed directly by the company.

Internal Stakeholders
During a crisis first it is important to keep the confidence
and motivation of internal stakeholder very high.
If they trust and fully acknowledge that the company is
not at fault by taking proactive steps of informing and
meetings as well as alerting them of the situation and
the plan the trust and bond will develop with the internal
stakeholders.
Example: There is an issue with Tomato ketchup that
Dabur produces and there is an insect found in it. Then
the above steps can be followed to handle the crisis and
install the confidence in the Internal Stakeholders

External Stakeholders
The confidence of the customer will be high once the company
addresses the facts to them and they see that the internal
stakeholders are supporting them.
Suppliers will be very key during crisis as they will be in touch with
the final customer and responsibility of pushing the product and
building good views of the product / company during the crisis
phase depends on them.
The Society as a whole is an external stakeholders and once there
is confidence in the customers and employees, the society will
also follow suit.
Example: The customer, suppliers and the society form an integral
part in building the confidence of the product in the minds of the
consumer that the company is still trustworthy.
Conclusion:
It is very necessary to show to the stakeholders that even after a
crisis, a company is trustworthy and that can be done by first
installing the faith of the employees and then the customers.

Competition
Dabur leads the market
share with its Real Juice
brands and enjoy a share of
50%.
PepsiCos Tropicana brand is
the challenger in packaged
fruit juice category with 37%
market share.
Coca-Colas minute maid,
parle, Delmonte, are some of
the other players in the
market.

Market Share

Dabur Foods

Contribution

Daburs Foods segment was the star performer growing by 24.5% during fiscal year
2012-13 driven by continuous innovation and sustained demand for packaged fruit
juices & nectars under the brands Real and Real Activ. In fact, Real Fruit Juice has
now become a more than Rs. 5 billion brand. Interestingly, demand for the packaged
juices & nectars came not just from urban India, but also from the rural pockets, due
to their rural distribution enhancement initiative - Project Double. Their Fruit-based
juices & beverages portfolio witnessed market share gains in both General Trade and
Modern Trade in fiscal 2012-13.

During the festive season in 2012, Real launched a unique signature campaign, titled
Dil se Dua, wherein the brand sought support for underprivileged children. Dabur
encouraged people to sign on a pledge to support the kids and against each
signature, Dabur committed to give one pack of Real fruit beverage to a needy kid.

Daburs culinary paste brand Hommade also undertook a consumer connect

initiative, through a pan-India culinary contest to identify and acknowledge the
unsung culinary talents in Indian homes. The winner of this contest will get to visit
New York and cook alongside acclaimed Master Chef Vikas Khanna in his Michelinstarred restaurant Junoon.

SALES PROMOTIONAL TOOLS OF DABUR FOODS

Price promotions
Coupons
Gift with purchase
Competitions and prizes
Money refunds
Point-of-sale displays
Free samples
Contest /demos
Festival Sales
Retailer coupons
Multi-packs
Allowances for additional shelf space
Merchandising
Sales contest
Incentives
Awards & prizes
Premium gifts
Sales Meetings
Samples/product sampling
Contests & Sweepstakes
Exchange Offers/buyback
Refund / Rebate
Price / Bonus Packs

PROMOTIONAL SCHEMES USED FOR STOCKIESTS

Encourage stockiest to participate in displays and sales contests.

Higher Margins: Tries to give higher margins to stockiest so that they dont loose interest in
the product and can earn good profits after meeting all the expenses.
Sales Contests: Sales contest are held annually and whichever stockiest has the best sales
record a prize is given to him, like free holiday to the family etc.
Allowances: Special allowances are given to both stockiest and stockiest sales man if they
achieve their monthly target.
Subsidy for Promotion Budget: Company gives subsidy to the stockiest, who spend some
money on the promotional schemes, like conducting a sampling activity.
Danglers and Posters: Company gives posters and danglers to stockiest which are further
pasted and distributed by stockiest sales man.
Training: Special Training is given to Stockiest Sales Man, a training workshop is organized by
the company for stockiest sales man so that they dont face any problem while placing their
products and taking orders from retailers.
Annual Gathering: All the stockiest meet under one roof at least once a year and then the
stockiest whose performance was best in term of sales is awarded.
Fun Trip: A zone wise fully paid fun trip is organized by the company for all the stockiest once a
year.
Gathering While Launch of New Products: All the stockiest and their sales man gather when
there is a launch of a new product. Company gives free samples & gifts to stockiest and their
sales man.
Special Trade Schemes: Special trade schemes like two SKU free with the 12 SKU.
Free danglers and posters for publicity.

PROMOTIONAL SCHEMES USED FOR RETAILERS

Trade allowances: Short term incentives are offered to induce a retailer to stock up more
Dabur products.
Dealer loader: An incentive given to induce a retailer to purchase and display the products of
Dabur.
Trade contest: A contest to reward retailers those sells the most product of Dabur foods and
after a specific period they are rewarded.
Point-of-purchase displays: Extra sales tools given to retailers by Dabur to boost sales, like
danglers, posters, banners etc. helps in promoting sales.
Push money: Also known as "spiffs". An extra commission paid to retail employees to push
products. This kind of practice Dabur hardly follows.
Free samples: Dabur foods gives free samples are given to retailers so that they can try that
product if the product is new, or gives some discounts.
Demos: Special demos are given to retailers and even some stands, fridge are given by
retailers.
Discount Sales: Some special discounts are given to retailers from time to time, like 1% cash
discounts if payment is made in cash.
Retailer Coupons: Dabur gives some coupons like free lunch for family etc. if the retailer buys
and sells a specific amount of products.
Higher Margins: Retailer has the highest margins and Dabur foods also have the same
criteria, and retailer can further sell the Dabur product to consumer at discount keeping his
margin safe.

Allowances for additional shelf space: Company as such does not pay anything to
retailer but gives some additional benefits for giving them shelf space which is visible
to customer when ever they enter the shop.
Merchandising Allowances: Allowances are given to Stockiest sales man for
merchandising Dabur products. When ever the Stockiest sales man goes to take
orders then he also merchandises Dabur products.
Bonus Packs: Time to time Dabur gives bonus packs to retailers like buy 10 get 2
free with that.
Trade Allowance: Dabur comes with different types of trade discounts from time to
time, like sometime price discounts, sometimes gifts etc.
Free goods: Dabur gives free goods on the purchase of specific number of goods.
Cash Rebate: Generally cash rebate is given by stockiest if retailer makes the
payment in cash at the time of purchase.
Product sampling: Dabur organizes sampling activities for its products which are
new, these activities are generally at the place where footfall is very high.
Displays: Dabur tries to give special displays to the retailers, so that they can display
their products on that.
Point-of-Purchase Material: POP material is available in the form of stickers,
banners, displays, posters, signs, streamers, etc. put up inside and outside the stores
& other possible purchase locations.

PROMOTIONAL SCHEMES USED FOR

CONSUMERS
Price deal: A temporary reduction in the price is given to consumer during
some festival session by Dabur foods.
Price-pack deal: The packaging offers a consumer a certain percentage
more of the product for the same price (for example, 25 percent extra).
Coupons: Dabur foods gives coupons during different sampling activities to
consumers and it have become a standard mechanism for sales promotions.
Loss leader: Dabur foods temporarily reduce the price of its popular product
in order to stimulate other profitable sales.
On-shelf coupons: Coupons are present at the shelf where the product is
available.
Rebates: Consumers are offered money back, rebate at different point of
time.
Contests/sweepstakes/games: if a customer wins some game or contest at
the time of sampling activities then they are given a discount coupon of
products of Dabur foods.
Point-of-sale displays: Displays helps the consumer easily recognize their
products, Dabur keeps a special check on the displays and merchandising of
Dabur products.

Sampling Activities: Dabur organizes different sampling actives at different retail

outlets.
Gift with purchase: Dabur foods gives gift items with purchase like a glass,
spoon etc.
Money Refunds: Customer can claim for refund of money if they face some
problem with the product
Contest /demos: There are different contests where customers play games and
win contests.
Festival Sales: Dabur foods come out with some special offers during festival
seasons like buy one get one free.
Multi-packs: Dabur foods has some products in multiple packaging which are
comparatively priced lower to the products sold in a single pack.
Trade Fairs & exhibitions: Here Dabur foods displays all range of its products,
making it easier for customers to know about product line and choose the best out
of that.
Customer feedback: Dabur foods consider its customer most important and in
case of any complaint by customer the foods department will leave all its important
work and will contact the customer.
Contact points: Customer can contact Dabur foods by writing the mail or letter on
the addresses given at the back of Dabur products, or even they can call and visit
the Dabur web site.

OTHER INITIATIVES WORTH

MENTIONING
Corporate Social Responsibility : SUNDESH
Dabur International Ltd, Dubai 2003
Introduced SAP ERP System-2005
Switched to E-Procurement
Inorganic Expansion: Balsara, Hobby etc.

Thank You!