ROUND 1 CASE STUDY

The Super Food

Contents

The Company 4
Brand & Category Overview 4-5
Business Objective 5
Challenger 6
Instruction 7
Annexure 8-9
The Company

Dabur - world’s largest Ayurvedic and Natural Health Care Company with a legacy of over 135 years in
offering great quality products to consumers is present in Bangladesh as Asian Consumer Care Pvt. Ltd.
With a renowned and strong brand portfolio comprising of Dabur Amla, Dabur Vatika, Dabur Honey,
Dabur Red Toothpaste, Odonil, Hajmola, Gulabari etc.; the company operates in multiple categories of
Hair Care, Health care, Oral Care, Skin care, Home Care, Hygiene Category etc. (Reference: annexure 1:
Dabur Brand Portfolio), readily available to the mass through their vast distribution network.

Brand & Category Overview:

Honey is considered as a superfood and is very well known for its health benefits. Despite knowing the
benefits of honey, consumers mostly do not consume honey on regular basis. Hence, consumption of
honey has always been quite skewed towards the winter season with consumption coming down
significantly during summer. The first wave of COVID has seen a strong boost of demand for honey amid
increasing immunity concerns. Which also tempted many new players to enter in the branded category.
In Bangladesh, there is also a larger market of unbranded honey or boutique brands that are inconsistent
of their collection sources (e.g., mustard, litchi, blackseed, Sundarbans etc.).

Dabur Honey is the flagship brand of Dabur in Bangladesh leading the branded honey category. As per
study, it is world’s no. 1 honey brand in terms of volume sales and commanding more than 80% market
share in Bangladesh branded honey segment. Dabur Honey is sourced from authentic natural sources like
Himalayas, the Nilgiris and the Sundarbans forests. Collection process follows stringent quality checks to
ensure even raw unfiltered honey is of best quality. Despite its superior quality and value for money
pricing Dabur Honey is in constant challenge of new entrants and lack of affordability of mass consumers.

Even being an undisputed market leader, Dabur Honey recently observed some stagnation in the growth
momentum. The growth during 1st wave of COVID came down sharply in 2nd wave which is also evident in
overall category. Moreover, due to recent growth of category during the peak of COVID, the branded
segment has seen the entry of many new players and brands (e.g., Saffola, Pushti etc.). This has created
a major challenge for Dabur Honey to sustain and grow in coming years.

The brand identity has been kept as much consistent as possible globally. However, local pack design,
communication route, consumer promotion, etc. maintains adapted and diverse approaches from time
to time such without deviating much from the globally set core brand identity. Currently, Dabur Honey is
positioned as World’s no. 1 honey brand that naturally boosts immunity with the promise of being 100%
pure honey.

As the market leader in the category the brand has been running multiple campaigns over the years and
is now focusing to influence category growth via relevant communications to:

• Increase consumption
• Break seasonality barrier
• Convert from unbranded honey
Key Consumer/market Barriers/Opportunities:

• Honey is recognized as a super food that increases immunity yet faces strong seasonality barrier.
• There is an ongoing purity concern on branded honey.
• Consumption of honey is still limited a lot as taking 1 spoon of honey with water or unmixed way

Recently, most media support of Dabur Honey is given over TV and digital media point of purchase
materials played a supporting role.

Distribution is a key aspect in Bangladesh and Dabur Honey is available in almost two-third of total honey
selling outlets.

Business Objective
Generate growth and increase market dominance of Dabur Honey via driving category growth while
restricting new players to eat away market share.

Challenge
The Marketing Team of Dabur Honey believes that along with traditional media investment that includes
TV, Press Release, and social media unconventional online or offline advertising can help to reach the
consumers which will support the field team to generate more sales of Dabur Honey. As an acting brand
custodian of Dabur Honey, you are required to propose a comprehensive plan and identifying relevant
issues (category understanding, brand challenges, brand philosophy, distribution channel, brand
promotion strategy with examples etc.) which will ensure the attainment of business objective. You can
also propose a unique personality of the brand and its positioning to get into consumer mind.

Considering all the challenges, the management of Dabur Bangladesh requires you and your team to:

● Category and brand understanding based on the brief and in-person research.
● Craft a compelling proposal surrounding the SOSTAC model (Reference: annexure 2: SOSTAC model
elaboration).
● Justify your plan based on all the relevant key points stated in the model.
● Come up with specific activities for your brand in each step of the model to remain at top of mind
of your consumer.
● Provide structural activity plans based on your key points to brand your product in each step of
the model to justify whether it can attain the business objective.
● Estimate total revenue in terms of sales for 1 year

You are free to explore any activity plan which can be implemented in real life. Adding the impact
justification along with creativity with the activities shall give you an upper hand to excel in this round
Instruction

1. Participants are requested to read the case thoroughly and provide a justified solution.
External research is welcome.

2. No plagiarism will be tolerated and will be treated with a permanent ban.

3. The solution must be submitted in PPT or PPTx Format. You will also need to submit a pdf of the
same file. The solution will not be accepted without any of the files.

4. Maximum Slide Number is 28 including the introduction and conclusion slide. You cannot exceed
the limit.

5. You need to name both the submitted file as: “Team Name_Round1_IdeaHunters2.0”. Your
submission will not be accepted otherwise.

6. The first slide must contain the logo of our title sponsor, Idea Hunters 2.0, UDMC, and the
logo/name of your team.

7. Implementation of ideas for Digital Campaigns can be done through any platform of your liking.
Snippets of which needs to be attached to the submitting file.

8. Mentioning your university name anywhere in the slides will be heavily penalized.

9. You need to send your submission at digitalmarketing.club@ulab.edu.bd

10. The Deadline for Submission of Round 1 is 12 PM, 7th September 2021. No late submission will
be accepted.

11. UDMC reserves the right to publish & distribute the slides to relevant parties.

12. UDMC reserves the right to make any change before, during or after the competition.
 Annexure

Annexure 1: Dabur Brand Portfolio

Category Brand
Amla Hair Oil
Dabur Almond Oil
Methi Amla Hair Oil
Hair Care
Vatika Hair Oil
Dabur Gold Pure Coconut Oil
Vatika Shampoo
Dabur Honey
Dabur Chyawanprash
Hajmola
Health Care
Dabur Glucose D
Real Juice
Sharbat E Azam
Odonil
Home Care
Odofresh
Dabur RED Toothpaste
Oral Care
Dabur Meswak Toothpaste
Odomos
Dabur Gulabari Rose Water
Skin Care, Hygiene Care & Others Dabur Sanitize Hand Wash
Dabur Sanitize Hand Sanitizer
Surokkha Pack
Annexure 2: SOSTAC model elaboration