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DABUR CASE
STUDY
MARKETING
MANAGEMENT
Presented by:
Gaurav Gupta
Kiran Jain
Shilpa Kher
Ranjana Mandal
(29)
(35)
(43)
(50)
PRESENT
SCENARIO
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 1900s by launching
Dabur Hair Oil and Chyawanprash
Added Oral Care Products in the 1970s
Shifted base from Kolkata to New Delhi in 1972
Launched Hajmola tablet in 1978
PRODUCT
OFFERINGS
PRODUCT OFFERINGS
(contd)
BRAND EQUITY
Marketing Activities
ITS
BRAND EQUITY?
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
THE
RESTRUCTURING
PROCESS
BRANDING
STRATEGY
BRANDING STRATEGY
(contd)
WHY THESE
STRATEGIES?
POSITIONING
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
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.
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
MARKETING MIX
PRODUCT:
Products have been
divided into 5
power brands
Quality: High
Sizes: Available in
different sizes
Design: Available in
Tetra Pack, Bottles,
Sachets
Sr.No
Brand
Type
1.
Dabur
Healthcare
(Chyawanprash)
2.
Vatika
Herbal Beauty
Brand
3.
Anmol
Personal Care
Market
4.
Real
Foods
5.
Hajmola
Digestives
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
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
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
MARKETING MIX
(contd)
THANK
YOU!!!!