1. DABUR CASE STUDY
MARKETING MANAGEMENT
Presented by:
Gaurav Gupta (29)
Kiran Jain (35)
Shilpa Kher (43)
Ranjana Mandal (50)

2. AGENDA
 Dabur – The Brand
 Product Offerings
 Brand Equity-Analysis
 Brand Equity
 Why Restructuring?
 Branding strategy
 SWOT Analysis
 Marketing Mix

3. PRESENT SCENARIO
 Dabur India is the 4th Largest FMCG Company in India
 Legacy of over 100 years
 Strategic Business Units in Health care, Personal care
and Food products
 Dabur has a turnover of Rs.1899.57 crore with powerful
brands like Dabur Amla, Dabur Chyawanprash, Real,
Vatika and Hajmola
 Bottom Line Driven Company
 Product marketed in over 50 countries
 Leader in Herbal Digestives with 90% market share

4. DABUR -THE BRAND
 Established : 1884
 Founder : Dr. S K Burman
 Basic Motive : Manufacture of Ayurvedic Drugs
 Achieved : By setting up manufacturing units and
setting up Research and Development Labs
 Expanded its product line in the mid 1900’s by launching
Dabur Hair Oil and Chyawanprash
 Added Oral Care Products in the 1970’s
 Shifted base from Kolkata to New Delhi in 1972
 Launched Hajmola tablet in 1978

5. DABUR -THE BRAND (contd)
 In 2004, restructured its portfolio and structured itself
into three main SBU’s
 Has 5 power brands under its portfolio
 Entered new markets like the Juice segment, branded
packaged soups segment
 Developed its Oral Care Market
 Increasing its geographical spread
 Aims at doubling its revenue and profit by the end of
2009-2010

6. PRODUCT OFFERINGS
 PERSONAL CARE SEGMENT :
 Hair Care Oil and Shampoo (VATIKA)
 Skin Care (FAIRENESS FACE PACK)
 Oral Care (DABUR RED GEL AND TOOTHPASTE)
 FOODS PRODUCT RANGE:
 Juice ( REAL/ REAL ACTIV)
 Dabur Honey
 Hommade (Packaged Soups)

7. PRODUCT OFFERINGS (contd)
 AYURVEDIC HEALTH PRODUCTS:
 Digestive Segment (HAJMOLA)
 Dabur Chyawanprash
 Pudin Hara
 AYURVEDIC DRUGS
 PHARMACEUTICALS

8. BRAND EQUITY
 The Brand Equity of Dabur can be judged by the model
BRAND ASSET VALUATOR
 Four Key components :
 Differentiation
 Relevance
 Esteem
 Knowledge
 As Dabur is a well- established brand all the four
components are high
 HERBAL has been Dabur’s Brand equity since centuries

9. HOW DABUR BUILD ITS
BRAND EQUITY?
 Identities making up the brand-
Choice of its logo, symbol, slogan, packaging
 Marketing Activities
 Associations of the brand

10. WHY
RESTRUCTURING?
 Image : Ayurvedic Company
 Association: 35 - plus age group
 Problems :
 Diversified into too many product ranges
 Image
 Association with a particular age group and hence
losing on the other potential customers
 Lower Sales and Profits

11. THE RESTRUCTURING
PROCESS
 Cut down on all its low Contribution Brand
 Positioned itself as an Herbal specialist in the FMCG
sector
 Set Higher Targets
 Identified Growth Drivers
 Filling up the gaps in Oral Care as well as Hair Care
market
 Set itself a new Brand Strategy
 Entered new potential areas and targeted the youth as
well school children

12. BRANDING STRATEGY
 Changed its branding strategy by moving from the
Umbrella Strategy to the Key brand Strategy
 Categorized itself into five power brands
 Dabur (HEALTHCARE)
 Vatika (HAIR CARE)
 Anmol (PERSONAL CARE)
 Real ( JUICES)
 Hajmola (DIGESTIVE SUPPLEMENTS)

13. BRANDING STRATEGY
(contd)
 PRODUCT LINE EXTENSION
 In the JUICES range Dabur introduced :
 Coolers (Low fruit Content)
 Real ( High fruit pulp Content)
 Real ACTIV (Health Conscious Youth)
 Real Juniors (for the children below 6 years of age)
 Real Schoolpack

14. WHY THESE STRATEGIES?
 Line Extension Strategy was adopted by Dabur
because:
 It could attract different target audience
 Could renew Interest and liking for the brand by
introducing new variants
 It could increase its market share
 Diversify without much risk
 Moved from its Core strategy and hence could give
customers something better and different

15. POSITIONING
 Dabur through its diversified brands has tapped various
target segments like the :
 Youth
 Health Conscious People
 School Children
 Mothers
 Existing Old age group

16. SWOT ANALYSIS
 STRENGTHS:
 Century Old Company
 Established Brand
 Ayurvedic/ herbal Product line
 Leader in Herbal Digestives where the product has 90% of
the market share
 Innovativeness in Promotions
 WEAKNESS:
 Profitability is uneven across product line

17. SWOT ANALYSIS (contd)
 OPPORTUNITIES:
 Extend Vatika brand to new categories like Skin Care
and body wash segments
 Launch several OTC brands
 Southern India Market
 Exploring new geographical areas- local as well global
 Oral Care Segment
 Launching new Products like Hair oils, Herbal and Gel
Toothpastes etc.

18. SWOT ANALYSIS (Contd)
 THREATS:
 Competition in the FMCG sector from well established
names
 Other fields of medicine- Allopathic and Homeopathic
 Markets where Herbal products are not recognised

19. MARKETING MIX
 PRODUCT: Sr.No Brand Type
 Products have been
divided into 5 1. Dabur Healthcare
power brands (Chyawanprash)
 Quality: High 2. Vatika Herbal Beauty
 Sizes: Available in Brand
3. Anmol Personal Care
different sizes Market
 Design: Available
in Tetra Pack, 4. Real Foods
Bottles,
5. Hajmola Digestives
Sachets

20. MARKETING MIX (contd)
 PRICE:
 As, Dabur had different sub-categories it came out with
variable pricing to reach each and every target segment
 E.g. : One- litre bottle of Cooler (juice) was priced at
Rs.50
 Selective Price Reduction to increase Demand
 Introduction of Smaller packs at Rs.5
 Came out with Rs.1 sachet of Vatika Shampoo to
increase market share
 Cutting Price to stand out against competition

21. MARKETING MIX (contd)
 PLACE :
 Dabur constantly kept on increasing its geographic
spread to increase its sales revenues
 Entered the South Indian Market
 Expanding in the International Market
 Presence in over 50 countries
 Subsidiaries established in Nepal, Nigeria, Bangladesh
and Pakistan
 Focus areas : Asia Pacific, Afghanistan, Russia and other
CIS countries

22. MARKETING MIX (contd)
 PROMOTIONS :
 Different brands have its own marketing and advertising
team
 Different brands had different promotions
 Utilized the popularity of Indian films in the domestic and
global markets to promote its brands
 Undertook the most advertising campaign with Mr.
Bachchan endorsing Dabur brands
 Signed cricketer Virendar Sehwag and his wife for selected
Oral, Hair and Healthcare products

23. MARKETING MIX (contd)
 Adopted the INTEGRATED MARKETING
COMMUNICATION programme in 2003 to increase
its market share
 Targeted the Institutional market which included hotels
and airlines
 Partnered with Institutional clients to provide value
added services
 Held various contests
 Training sessions and workshops for food and beverage
professionals
 Tie-up with Discovery Channel

24. THANK YOU!!!!