Brand Exploratory

Customer based brand equity

It is used to show how brand’s success can be directly attributed to customer’s attitudes towards
that brand. Keller’s model is a pyramid shape shows how to build a strong foundation brand
identity upwards towards the brand equity resonance shows positive relationship with brand.
Re
so What about you and me?
na
nc What about you?
Brand
e
response Judgments and feelings
What are you?
Brand Meanng performence and imagnery

Brand identity Who are you?

Fig: Keller’s brand Equity model- CBBE Model

Level 1: Brand Identity- Dabur has a master brand for natural health care products. Vatika for premium
personal care, hajmola for digestive, Real for fruit juice and beverages and Fem for fairness bleaches and
skin care products. Dabur positioning on the health and wellness platform backed by its ayurvedic,
natural and herbal image is very progressive like Dabur honey and chyavanprash. When asked to
consumers were able to recall Dabur brand in each category. Dabur has successfully transformed itself
from being a family run business to become a professionally managed enterprise.

Level 2 Brand meaning: Performance and imagery

Brand performance: Dabur has a brand highly satisfied the customers at a basic ingredient
level. It satisfied the customers in terms of quality, purity, healthy and natural. The consumers
are seen associating tese attributes to brand compare to other brands like patanjali. Friends and
family always recommends dabur products. But some how in pricing and positioning patanjali
ahead from Dabur.

Imagery: Dabur has a strong positioned in the consumer minds as natural products. Dabur is
today available in 100 countries across and targeting include sportsman, old age people
housewives, children’s and business man in terms of health and natural product as compared
with other brand like Ptatanjali.

Level 3: Brand Response- What are the feelings for brand?

Judgments: Dabur has maintained a strong image in the consumers due to its performance and
strong image of the products like Dabur honey. This is the fact that people associate brand with
ayurvedic products. It differentiates itself from other brands by its brand image and quality
products. Dabur is trustworthy and changes with the environment and likeable company because
it always prefer natural products out of natural ingredients, it regularly conducts marketing
research to keep consumers view in mind and always give consumers good value of money.

Feelings: The brand building feelings associated with Dabur celebrate life according to
consumer and satisfaction and trust daburs tagline is appropriate “celebrate life” with every
moment. It makes the consumers to feels that they are using quality and natural product. People
have positive feeling about the brand value and name it communicates to the people in general.

Level 4: Resonance- Dabur brand loyalty is very strong in India. Consumers are seemed very
loyal toward the brand. Consumers feel it is safe and healthy and always try to have dabur
products. Consumer believe that quality and using of natural ingredients is supreme than other
products. In the market many other brands are available but people using dabur has product using
it since many years.

Behavior profile of extreme users

Dabur gets 32% of its sale from outside India not just with products but with communication the
way reaches out to consumers and future employees.70% of Indian population is modern not
tradition the company wants to reconnect with the new consumers and the connection begins
from consumers health were eco friendly product first choice of consumers.The dabur business
divisions such as healthcare, personal care, home care, skin care and foods products. Dabur is all
aboutb health and target audience is middle aged consumers while Dabur is 130 year old but it is
equally relevant today and in future generations. Main thing is to communicate with new
generation and plottd categories want to get in. Relaised that advertising language has to change
and reinventing stands in three pillar being young, vibrant and socially conscious. About 55%
Dabur turnover comes from rural market and 45% comes from urban .Daburs air fresheners
product for instance is being re engineered as Air care brand that spread gems through germ
killing. Chyawanparash is being considered indifferent format that can appeal to young
consumers a candy a bar. Company spends 10-15% digitally and going on campus pick ideas and
work on live projects with students the average age of marketing team is 36-35.

Dabur Vatika’s Brave and Beautiful advertisement is going viral google recently did a case study
on dabur and win award in Cannes lions which attract consumers and empkoyees. A Gluabari
skin attracts youth and has no competition in market in terms of packaging and premium. Dabur
success is depend on identifying micro spaces that it comfortably occupy as vatika hair oil comes
again in market.Dabur change the meaning of health from not falling ill to maintain health and
high performance.

ZMET Technique
Zaltman Metaphor Elicitation Technique is based on a believe that consumers often have
subconscious motives for their purchasing behavior. The technique is needed to get a hidden
knowledge what people don’t know they know. ZMET is a technique for electing interconnected
construction that influence thought and behavior. Word construction refers to an abstraction
created by the researcher to capture common ideas concept or theme. ZMET focus on metaphor
like transformation, container, journey and connection. The series of steps in this technique are:

Story telling: participant was asked to describe the feeling that he relates with the brand and to
find out images that represent those feelings. Given in Appendix

Picture11. What product of Dabur, person want to choose in respect of their need and
desire. Dabur as a huge variety of products Vatika for hairs, honey and real fruit juice for
fitness and Dabur gluabari for skin.
In picture 1 which product make you feel relax and stress free. it can be Dabur red label.
Other pictures related to daily need as in picture 2 make fresh juice as real fruit juice,
(picture 9) what shampoo and hair oil you prefer for your hairs: Vatika,(picture 6) for
healthy teeth: Dabur red paste, (picture 9)for healthy skin: dabur gluabari and (picture4)
For whole family health need (picture 13) dabur products made out natural ingredients
like our grandparents made for us that connects us to nature (picture3) and the dabur as
brand it color and theme from its competitor patanjali (picture12).

Expand the frame: Expanding the metaphoric meaning of images

Missed issues and images

Participant was asked to describe any issue he was unable to find, to describe a picture
representing the issue and explain it relevance

The participant responds that he/she was unable to find large difference in patanjali and
dabur products like honey and toothpaste. The packaging is colorful and shows the
premium-ness of brand. Dabur product connects with the nature and unite the family.

Sorting task and construct elicitation

Participant was asked to sort the images into meaningful piles and to provide a
descriptive label for each pile, therby establishing major themes and also make
relationships between pair f images.

Pile 1: Picture1,3,4 and 8 can be clubbed together as all are depicts the sense of relaxation
and happiness get from using dabur products.

Pile 2: Picture 2,4,7 and 11 cn be grouped together as portray upper class lifestyle and
also enhance the social status by using the dabur products
 Pile3: Picture 5 and 13 is similar as both of them are related natural and eco friendly
products that connects to nature Dabur is famous for.

Pile4: Picture 3,4and 7 can be combine together showcase the importance of family
health and build immunity each stage of life as Dabur is for all children’s and adults.

Most Representative picture

Participant was asked to select most representative of the brand image

The respondent select Picture 5 and 13 as the most representative of the brand and products
image as he/she feels that Dabur products is made up of natural ingredients and premium which
everyone can afford.

The mental map

The participants were invited to create a map or a casual model using the constructs that were
elicits.

fresh and
fresh and
natural
natural
products
products

gives
gives helps
helps to stay
to stay
relaxtion and
relaxtion and fit
fit and
and
happiness
happiness healthy
healthy
Dabur
Dabur
products
products
(thoughts)

gives
gives
glowing and
glowing and stylish
stylish and
and
fabulous
fabulous colorful
colorful
sikin
sikin

The digital summary image

Participants were asked to create a summary image or montage using his?her own images to
express important issues

The summary image created was that in which participant is taking care of whole family as
children’s and adults and have conversation of boost immunity and health for whole family.

Vignette

Participant asked to create a vignette or short video to communication important issues to related
to the subject topic;
“The morning starts with Dabur red paste for strong teeth and get ready. Have Dabur honey for
fitness and real fruit fresh juice for everyone on the breakfast table. The whole family take break
in the evening have cup of red label tea. We would gossip about every thing mom asked for the
glowing skin I said it is because of Dabur Gluabari, then she is talking about her hair
recommends vatika hair oil and Grandpa tells about chyvanprash that know he is going for
Morning walk after having it.”

A family lives together, lives healthy and fit by using Dabur products.

Appendix
Participant were asked to describe the feeling that he/she relates with the brand and to find out
images that represent those feelings.

Picture 1: feels relax and stress free Picture2: Get fresh juice as made at home

Picture3: connects the children with Pictue4: When comes of health of every
old species and ingredients member of family
 Picture5: Get connected with the nature

Pictur6: Gives a bright smile

Picture 7: Boost immunity

Pictur8: Starts a healthy day

 Picture9; Protect your hair

Picture10: What’s good for your skin?

Picture 11: What product to choose for a need

Picture 12: Brand and competition

Picture 13: natural ingredients