IECL PRESENTATION GROUP NO.

7
SUDARSHAN BHOSLE (8) SIBASIS BISWAS (10) GANESH GAIKWAD (20) SATYAJIT GAIKWAD (22) SAGAR KHOT (31) MOHAN DINESH (40) NADEEM SHEIKH (48) AMIT SONAWANE (58)

INTRODUCTION
Dabur India Limited (DIL) is the third largest FMCG Company

operating in India with a turnover of more than Rs. 2,233 crores. It operates under three business categories namely 1. Consumer Care Division (CCD), 2. Consumer Healthcare Division (CHD) and 3. Dabur foods Limited (in July 2007) .
Dabur announced the de-merger of DFL with DIL).

Dr. S.K Burman started Dabur in 1884 as a small pharmacy. Initially, he

prepared Ayurvedic medicines to treat diseases like malaria, plague and cholera that had no cure during that period. After more than 120 years, Dabur is known for its trustworthiness more than anything else.

Summery of the Case

Dabur ,the 100 years old Ayurvedic product manufacturer, marketed

Herbal & Ayurvedic products. The Vatika was launched in 1995 with Vatika hair oil as its first product. Within six years of its launch. Vatika had become the market leader in the value added hair oils segments. In the very first year of its launch crossed Rs. 100 million in turnover. The company concentrated on differentiating the brand in all aspects, right from positioning to packaging. Dabur, also adopted a premium price strategy and used innovative packaging to catch the attention of customers. In 1997, Dabur decided to launch a new communication campaign with the aim, was to create a perception in the minds of the consumer that other oil brands were unable to provide enough protection from air population, hard water, and use of chemicals.

Summery of the Case

Dabur launched the Vatika Women ad campaign and

endorse the leading film and television actresses Mandira Bedi, Shefali Chayya and Sudha Chandran as these personalities had a edge over ordinary women in the perception of the target customers, the campaign served to reflect Vatikas emphasis on extra nourishment. In 2ooo, company signed Priyanka Chopra,(the miss Universe of the year) to promote Dabur Vatika hair oil with the message Thank God I Switched To Vatika. the success of Vatika hair oil encouraged Dabur to enter the shampoo Market in 1997 and it launched the Vatika Heena cream conditioning shampoo with simmilar positioning strategy.

Summery of the Case

In 2000, the company extended the brand to an anti-

dandruff shampoo, promoting it as a natural shampoo containing lemon and henna, both of which effectively controlled dandruff. The brand targeted competitors products such as HLLs All Clear and P&Gs Head & Shoulders. Dabur featured leading model such as Aditi Govitrikar, Preeti Jhangiani and Riya sen in the Vatika shampoo ad campaigns to give a youthful look to the brand. The company also used other marketing communication mix tools to enhance the brand equity of Vatika. As a result of such meticulous brand building initiatives, Dabur Vatika has grown to become a leading brand in the personal care segment.

Identification of Problems
The Dabur

What were the factors that enabled Vatika to become a flagship brand of Dabur in such short span of time?
A company making timely strategic interventions to

adapt to the business environment and maintaining its brand equity over the years. Dabur went through several structural and strategic changes to maintain its market strength. It decided to concentrate its marketing efforts on Dabur Vatika hair oil, conditioning shampoo, anit dandruff shampoo and skin care products to strengthen their brand equity, create differentiation and emerge as a pure FMCG player recognized as a herbal brand.

Answers continues
The company concentrated on differentiating the brand in

all aspects, right from positioning to packaging. Dabur, also adopted a premium price strategy and used innovative packaging to catch the attention of customers over its competitors. At each stage Dabur added value to its product over competitors product. Importance of choosing the right celebrity & its influence on the brand equity of the company. The company also sponsored various events such as Vatika Super Model India 2001, and Vatika Zee Sangeet Awards which help in creating brand awareness.

Discuss the role played by Marketing Communication in making DABUR VATIKA a succeful brand?
The aim of campaign was to create a perception in mind of consumer

that other hair oil brand were unable to provide enough protection for hair from air pollution, hard water & use of chemical. Celebrity endorsement e.g. Priyanka Chopra to promote Dabur Vatika hair oil with the message Thank god I switch to Vatika Attractive packaging- it was pack in an attractive transparent bottle that clearly distinguish from competition & gave it a premium look e.g. Vatika heena cream conditioning shampoo. Ad campaign- Hording, glow sign boards, walls shop paintings, press ad, templates, electronic media adv., sponsor events. The intensive marketing efforts kick-started growth in the shampoo market.

RECOMMENDATION
Proper placement of hoarding in different localities in urban and as

well as rural areas The Dabur is working not only in Indian market but also in the foreign market area. It covers large product segment of products. Though separate distribution of channels of FMCG & other pharmaceutical products It has a good manufacturing technique & marketing channel to distribute product & services It gives full attention for the consumer requirements & demand at right time & right place. Literate consumers fully support the product & they appreciate for its better services & products.

CONCLUSION
There are some special booths for Dabur products in market place. The company should analyze its competitors strategies & approaches to

reach the consumers. The company should focus on its marketing abilities & its potential consumers in different market localities The company should show the sample to its consumer Dabur has repositioning its brand in domestic & foreign market also.

THANKING YOU.