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Assignment on: Case study 01: Dabur's Digital Marketing Initiatives.

Case study 02: Raymond: Giving a New Spin to Khadi.
Course Title: Marketing Management
Course Code: BBA3103
Submitted To
Dr. S.M Nazrul Islam
Associate professor and Chairman
Department of Business Administration
Noakhali Science & Technology University

Submitted By
Md. Kawsar
ID: ASH1810038M
Session:2017-18 Year-3, Term-1
Department of Business Administration
Noakhali Science & Technology University
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Case study 01:Dabur's Digital Marketing Initiatives.

Abstract:
The major objective of this project is to design an IT Implementation
strategy for Dabur. Many of the FMCG companies in India have a similar
structure hence this IT strategy might as well be applicable to other companies
in the Indian FMCG sector. Most of the processes in Dabur have now been
computerized with the advancement of technology, but there is a disconnect
between various functions at Dabur and a major portion on data available
cannot be leveraged for obtaining competitive advantage due to this lack of
integration. We interviewed few of the professionals (ASMs and Sales
Executives) working in Dabur to get an idea of the existing processes in
Dabur. We also looked at the competitors of Dabur such as Reckitt Benckiser
and P&G to analyze processes followed there. We also looked at industry reports
on current trends in the Indian FMCG sector and current applicability of
Cloud Implementation in the FMCG segment. And then taking into account
the Vision, Mission and Goals of Dabur we were able to chalk out an
implementation plan for IT Strategy for Dabur.

Executive Summary :
Dabur is an Indian owned company,it is one of India's largest "ayurvedic"
medicine and natural consumer products manufacturer.Through a joint venture
with ACT Ltd. Dabur operates in Bangladesh as Asian Consumer Care(pvt)Ltd.
Dabur Bangladesh has many popular consumer product such as Dabur
honey,Dabur Amla hair Oil,Vatika hair oil,Vatika Shampoo,,Odonil etc.The
company aims to expand on introducing more of its others consumer brands
ans to introduce "ayurvedic" products in Bangladeshi market.

The three months spent in Dabur Bangladesh as a marketing intern has helped
me immensely to learn about the FMCG industry and the basics of marketing
function in the Bangladesh market.
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Digital marketing is used to learn the marketing of goods or services through

digital technology,mainly on the internet but also includes mobile
phones,display advertisement,and any other digital medium.With the market
dynamic changes due to technological intercepting daily life marketing
department at Dabur Bangladesh proposed to start digital marketing for their
products,which was backed up by the department as well.This information came
to light after having an in depth interview with the brand managers and the
CFO of Dabur Bangladesh.

Even though the company has limited knowledge about digital marketing and
has not still figured out how to calculate the ROI they are still looking farward to
expand on this marketing strategy,which they can successfully accomplish by
proper training.

Introduction:
Dabur sharpens focus on digital marketing, online campaigns and social media
to target young consumers. FMCG firm, Dabur India, is pursuing an aggressive
e- commerce and digital marketing strategy to tap millennials, who are expected
to be major consumers going forward.Dabur is one of the best Ayurvedic &
Natural Health Care Company in India.Dabur is an Indian consumer goods
company founded in 1884 by S. K. Burman. It manufactures Ayurvedic
medicine and natural consumer products. It is one of the largest fast-moving
consumer goods companies in India.Home-grown FMCG major Dabur is looking
to ride on 'digital revolution' pursuing an aggressive e-commerce and digital
marketing strategy to tap millennials, who are expected to be major consumers
going forward.

Besides, the Burman family-promoted firm is seeking to tap the young

consumers who "are increasingly going back to their roots and taking pride in
tradition" for its ayurveda and ayurvedic products.

Company Policy Analysis: Competitive analysis in the Marketing

strategy of Dabur -
Dabur cannot afford to have one single policy for competing effectively against its
competitors. It is operating in the highly competitive FMCG market which consists
of
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big MNC's Like HUL, P&G, Pepsico etc.Dabur India Limited (DIL) is the fourth
largest FMCG company in India. With a legacy of more than 120 years built on
attributes of quality and trust, Dabur has proven its expertise in the fields of
health care, personal care, Homecare and food.

Competitive advantages of Dabur marketing strategy :

Dabur is one of the largest Ayurveda and natural health company in the world
with the range of over 250 Ayurveda & herbal products.While majority of its
products are mass products there are other products that use demographic or
behavioural basis for segmentation. Such type of segmentation is used to make
the product affordable to every income strata of the society. Dabur products
are targeted to every household but majority of its customers are middle
class family.

Marketing strategy of Dabur – Dabur marketing strategy

The test of a successful company is to further harness energies, align priorities
and rededicate themselves for achieving even higher goals.

– V.C. Burman

Dabur India Limited (DIL) is the fourth largest FMCG company in India. With
a legacy of more than 120 years built on attributes of quality and trust,
Dabur has proven its expertise in the fields of health care, personal care,
Homecare and Foods

BCG Matrix in the Marketing strategy of Dabur –

When we plot Dabur’s products in BCG matrix we can see that-

Real fruit juice, Gulabari Jal, Health supplements, Hair oil & foods business are
stars with high market share but equally high competition.

Home care,personal care products are question marks due to the presence of
large giants in the market.

Distribution strategy in the Marketing strategy of Dabur –

In FMCG industry, distribution plays a critical role. So as to make the products
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available to every nook & Corner Company has to choose the proper strategy.

Dabur is making the products available in the grocery/ pops & mums,
departmental stores etc. through 3 tier distribution system i.e. from C&F(
Carried & forwarding agent) -to stockist-to wholesalers –to Retail outlets –to
final consumers. In case of supermarket stores the products is made available
to Institutions through C& F.

Dabur CSR mission:

Ensuring socio-economic development of the community through different
participatory and need- based initiatives in the best interest of the poor
and deprived sections of the society so as to help them to become SELF-
RELIANT and build a better tomorrow for themselves.

Ensuring environmental sustainability through ecological conservation and

regeneration, protection & re growth of endangered plant species, and
promoting biodiversity.

Another CSR mission of Dabur :

1. Eradicating hunger, poverty and malnutrition

2. Promoting Health care including Preventive Health care through

awareness programmes, health check-ups, provision of medicine &
treatment facilities , providing pre natal & post natal healthcare facilities,
prevention of female foeticide through awareness creation, program for
preventing diseases.

3. Employment and livelihood enhancing vocational skills and projects

including tailoring, beautician, mehandi application, bee keeping, food
processing and preservation, vermi-composting and other Life Skill Training
and livelihood enhancement projects.
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SWOT analysis :
The abbreviation of "SWOT" is Strengths, Weaknesses, Opportunities
and Threats.Definition of 'SWOT Analysis -

Definiton: SWOT stands for 'Strengths, Weaknesses, Opportunities and

Threats'. This is a method of analysis of the environment and the company's
standing in it.

Description:
SWOT is made of two parts: the strengths and weaknesses refer to the internals
of a company while the opportunities and threats are external to the company
and exist in the environment.

Strength of a company could be in managing the branding process quickly and

comprehensively. Its weaknesses could lie in the distribution of products, or
payment delays. These are internal problems / issues and have to be
understood and dealt with on an ongoing basis. Often consultants are called in
to assess these two aspects on the belief that an outsider could give more insights
into the company.

The two external factors, opportunities and threats, are not in the company's
control. The environment, composed of social, economic, legal, regulatory, national
and even international events, has to be continuously scanned to track these.

Dabur India SWOT Analysis and Marketing Mix:Dabur had crossed the billion
dollar turnover mark only in 2012. However, the Indian market has seen
increased competition in the herbal products sector. Several other brands are
competing with Dabur for market share including Zandu and Patanjali.

Dabur India SWOT Analysis and Marketing Mix:

Most of us can recall the famous ‘Hajmola Sir’ ad and that of Dabur
Chyawanprash. For years, Dabur has remained the hallmark of good health for
Indians. Years of marketing and television advertising combined with its
brand image made it a familiar Indian name. Dabur, which was founded in
1884 has grown to become one
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of the foremost names in Ayurveda. It has acquired some other important

brands including Fem care pharma during the course. It achieved international
expansion through strategic partnerships with key foreign brands. Dabur has
continued on its growth spree and is aiming to acquire several more foreign
brands to improve its presence there. Acquiring these brands can leverage
its growth in the foreign markets since the government regulations are stricter
there. Dabur had crossed the billion dollar turnover mark only in 2012.
However, the Indian market has seen increased competition in the herbal
products sector. Several other brands are competing with Dabur for market
share including Zandu and Patanjali. Dabur should rather quicken its process
of foreign acquisitions to tap the large customer base available overseas.

Recommendations:
No doubt Dabur is one of the best ayurvedic and natural health care
company in India.But there are no end to be best from better and for these
some things should strongly recommended.

Some key recommendations for Dabur company is given below:

1. Few categories e.g. Juices , Natural Oral care and Personnel Hygiene
are underpenetrated category. For example, Skin Care has 40% penetration,
Natural Oralcare at 25% and personnel Hygiene is just 7% penetrated in
India, hence provide large opportunity for companies like DABUR

2. As demonetisation and GST concerns have gradually diluted, we believe

company’s core business volume should start improving. We expect volume
should improve from 3.5% on an average since 3QFY17 to 8% from 1QFY19
onward.

3. Since PATANJALI’s entry into Honey and Toothpaste, company has suffered
from reduction in market share, according to our channel checks.

4. PATANJALI has been able to expand the market for Honey from INR 400
cr to INR 700 cr, and Toothpaste market from INR 6000 cr to INR 9000 cr,
which is beneficial for DABUR in the long run.
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Conclusion:
After searching and reading a lot of Dabur company I have
concluded and highlighted some of the most prominent aspects
of the company.

First of all it is the largest ayurvedic and natural herbal making company in
the entire world which help me a lot in searching info about company on the
internet.I mean they have a very sophisticated and well updated website so
that whatever stuff what I needed was there.

In conclusion, Dabur needs to focus on their core brands to leverage their

competitive advantage. This needs to be done across new geographies areas.
Its strategic allocation of resources in leveraging technology would help
improve operational efficiencies.
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Case-02:Raymond:Giving a New Spin to Khadi.

Abstract:
When one thinks of the sleek, fashionable and modern man of today’s India, it
would be very unlikely that one would imagine him in khadi – the earthy,
humble, unassuming attire of an era gone by. Even so, through its latest
campaign ‘The story Re-spun’, Raymond manages to give the rustic fabric, a
runway twist.

“Raymond-The Story Re-spun depicts khadi as an integral part of our history

and kindles a sense of pride for our nation. Conceptualised and developed in-
house, the new TVC portrays the journey of khadi as the ‘Fabric of the Nation’, to
becoming a new-age fashion ensemble, synergising deep rooted Indian-ness and
craftsmanship of khadi, with the emotiveness and soul of brand. It’s a beautiful
woven narrative on khadi through a luxurious collection crafted with a milieu
of exquisite colours, patterns and textures,” said Madhu Dutta, Head, Marketing
and Digital, Raymond Ltd.
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Filmed in the backdrop of bright-white salt pans and crisp blue skies, this
creative storyline reiterates the powerful message of khadi and how it will
continue to be a movement of change – however this time with fashion
interpretation in fabric.

While the complete man has been at the core of Raymond’s marketing efforts for
a while now for the past year or so, the brand has been coming out with
product- specific communication, be it their ‘Whites’ campaign or even the recent
‘Black’ ad film.

Executive Summary:
The PRAYAS is certainly a new face lift given to the age old Ghandian
idea of "Swadeshi".Through this we intented to fuse the Corporate Social
Responsibility with the core strategy of the company by keeping in mind
the civil society.

Khadi-In the present context:

In today's context the globalised generation has literally forgotten about "
khadi".A cascading effect of this change has brought about the change even
in the dressing style of the older generation,Which hitherto has always been
seen as the main proponents,most of whom see more as a ideological baggage
that is a compulsion.

The two main reasons for this situation are:

1. Lack of adaptability:Khadi clothes are generally hard to maintain,however

newer variation of this fabric not only is more fine and hence comfortable but
relatively easy to maintain.

2. Limited range which in turn has limited its appeal to just the older
generation.

Introduction:
Raymond company:Raymond Group is an Indian branded fabric and fashion
retailer,incorporated in 1925. It produces suiting fabric, with a capacity of
producing 31 million meters of wool and wool-blended fabrics.
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Khadi:Khaadi is a Pakistani fashion and lifestyle brand founded in December

1998. Today, it operates 52 stores, in 17 cities across Pakistan, 22 stores
across UK and various stores all over the world including flagship largest store
out of Pakistan in Mirdiff City Center in Dubai.

Raymond to launch khadi range on Oct 2

Raymond was first to forge the first partnership with Khadi & Village
Industries Commission (KVIC) and will promote the fabric in India and
global markets.

PTI July 16, 2017, 12:25 IST

Kolkata- Textile and apparel major Raymond Ltd will launch 'Khadi by Raymond'
on October 2.

Raymond was first to forge the first partnership with Khadi & Village
Industries Commission (KVIC) and will promote the fabric in India and
global markets.

"We have decided to launch the khadi range on Gandhi Jayanti on October 2.
We will launch it through 300 exclusive stores and about 10 KVIC stores
across India. It will be introduced to international markets also in near future,"
Raymond VP & head sales Ram Bhatnagar told ."The range will be in the mid
to premium segment," he said.He did not rule out exclusive Raymond Khadi
stores in future.

"Initially not, but we cannot rule it out in future. We have to be cautious

about expansions due to supply limitations. As the products are 100 per cent
handmade, production cannot be raised in short period," Bhatnagar said
when asked about exclusive Khadi stores from Raymond.

Raymond's offering in Khadi range will begin from Rs 700 onwards for a
metre of fabric. It will also offer premium product Khadi lines including suits.
All Khadi items will be 100 per cent hand woven and handmade.

The company is initially working with 40 khadi clusters across India and will
expand gradually.Raymond will procure silk fabric from Murshidabad and
muslin cotton from South India khadi clusters, officials said.
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Under the partnership, Raymond has guaranteed a minimum procurement of

Khadi and Khadi products for a period of five years with primary purchases in
muslin cotton, wool blends and silk.

The company will also bring in design interventions at Khadi manufacturing

clusters along with technical expertise.

Company Policy Analyses:

COMPLIANCE WITH LAW:

Directors and Employees of the Company must respect and comply with all
laws, rules and regulations of India and other countries in which the Company
conducts its business. They should strive to keep themselves updated in
relation to laws/statutory compliances applicable to their scope of work.

ETHICAL CONDUCT

Directors and Employees of the Company must help to create and maintain
a culture of high ethical and professional standards. They are also
expected to:

Conduct business operations in compliance with competition laws and principles

of fair market competition.Not to conduct own selves in a manner as may
bring disrepute to office or tarnish the reputation and image of the
Company.

FAIR DEALING:

Each Director and Employee of the Company shall endeavour to deal fairly with
the Company's customers, suppliers, dealers, investors and competitors. No
Director or Employee of the Company should take unfair advantage of anyone
through manipulation, concealment, abuse of privileged information,
misrepresentation of material facts, or any other unfair dealing practice.

CORDIAL RELATIONS

The Directors and Employees of the Company should make all efforts to
establish
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cordial relationships with all stakeholders of the Company with whom they
interface while carrying out their duties for the Company and must try to
make positive contributions to the communities in which they perform such
duties

Corporate opportunity:
The Directors and Employees of the Company are prohibited from:

Taking for themselves personally any opportunity that particularly belongs to

the Company or is discovered through the use of corporate property,
information, or position;

Using corporate property, information, or position for personal gain; and

competing with the Company.

CORPORATE SOCIAL RESPONSIBILITY, HEALTH & SAFETY:

The Company recognises its social responsibilities and aims at enhancing the
quality of life of its workforce and their families. The Company pursues a
clear policy dealing with employment practices, health and safety of its
Employees. The Company provides working conditions, which are safe and
healthy.

SWOT Analyses:
Strength:

1.khadi has a very good drape and contains a great

potential. 2.Eco-friendly

3.Connects to freedom movement

4.Statement about your lifestyle and

values.
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Weaknesses:

1less awareness and preference to foreign

brands. 2.Lack of artisans

3.Lack of promotional activities

4.Lack of funds

5.Low wages for artisans.

Recommendations:
Weakness: The main weak point of Khaadi is that they have a weak clothing line
for men. Their cost structure is very expensive especially their embroidery
dresses.
Opportunities: Khaadi offers new products of high quality to new markets.

Khadi is no doubt,one of the part of our traditional wears but it is drawning

day by day because of some mis management and lack of taking care.

I like to give some strong recommendations to save or protect our traditional

"khadi". 1We should make marketing strategy of " khadi"

more effective.

2.It should me more available in the market or global

market. 3.price should keep reasonable for the common

people.

4.After all more awareness should be increased.

Conclusion:
Raymond is a big fashion brand name in India, it has become a synonym for
men's wear. Raymond showrooms are well managed and offers the good
service.
Raymond's emerged as a undisputed market leader in the garment industry.
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The
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brand Raymond has the unique perception over its customers psyche.

Khadi institutions were found to be working better with Rural Employment

Generation Programme (REGP) schemes attracting the youth and also in marketing
their products through wholesale supplies to Government organizations like
railways etc.

Finally from this case study and from knowing huge about this topic we can
say that Raymond make khadi more preferable and advance.