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Presentation on DABUR

Presentation on DABUR

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Published by ashishmission2020
This presentation includes the information related to DABUR company and brought to you by www.find4education.com. Please send your feedback at ashish.goyal3@gmail.com
This presentation includes the information related to DABUR company and brought to you by www.find4education.com. Please send your feedback at ashish.goyal3@gmail.com

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Published by: ashishmission2020 on Apr 06, 2010
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05/10/2015

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Dabur India Ltd.

Brand Revisited
presented by:- Ashish Goyal

Introduction:
What is that life worth which cannot bring comfort to others«««««««««««««Dr.S.K.Burman 

Founder Dr.S.K.Burman, 1884  A small pharmacy in Kolkata  Public Ltd Company in 1986  3rd largest FMCG  Turnover of Rs. 6609Crore, FY09

Diversified Portfolio

Dabur Business category

Consumer care division

Consumer health Care division

Dabur foods Ltd (de-merged With DIL, 07)

³The Brand Dabur´ turn-around  Why? 
Overall slowdown in FMCG sector  Stiff competition  To target young India- ³the largest segment´  Modernize old Brand Equity- ³intangible asset´  Streamline/Synergize business operations

Reinventing the Mother Logo 

Enter new category; innovate offerings  Repositioning as FMCG company  Moved away from Umbrella branding strategy  Retaining Dabur as corporate brand identity

Dabur¶s New Brand Architecture 5 Power Brands
Dabur Vatika Anmol Hajmola Real

Health care Herbal products Beauty, Premium image

Mass market, Value for money

Naughty n Tasty Digestive

Umbrella brand for juice and other foods; aimed at up market consumer

Special focus on South India 
South India contributed only 9% for Dabur  Contributed 25% in overall FMCG sector  Dedicated marketing team created  Three step approach:  promotion and better stocking practice  Customized packaging and commercials  Customized product launch Sales increased from 9% to 13% (2002-06)

Other initiatives worth mentioning 
Dabur International Ltd, Dubai 2003  Aquired Balsara in 2001  11.4% of total sales 2005-06  Introduced SAP ERP System-2005  switched to E-Procurement  Inorganic Expansion; Balsara

The Flip Side 
Indiscriminate use of the brand across price points may dilute the brand equity. A finger in many pies Brand worth still not 100% satisfactory

The Path Ahead 
Changing Demography  Growth in purchasing power  Growth in rural and urban demand  Telecom, lifestyle, entertainment et al sectors competing with FMCG for share in consumer¶s wallet  Growth in organized retail sector

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

Thank You!

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