aburs Brand Revitalization and

einforcement over a period of tim

By:
Khalilull
ah
Celebrate Life
FOUNDER
Dr. S. K. Burman, a
Physician tucked
away in Bengal. His
mission was to
provide effective
and affordable cure
for ordinary people
in far-flung villages

Founded1884 By Dr.
S.K. Burman
 INTRODUCTION

Dabur india limited is india's leading FMCG

company.
Dabur is currently the 4th largest Indian
consumer goods manufacturing company
products of dabur are marketed in more than 50
countries world wide
Dabur's health care range brings for the customer
a wide selection of herbal products.
Dabur chyawanprash and hajmola both gives
revenue of rs.100 crores each
 SHORT HISTORY
1884 Birth of dabur

1896 Set up a manufacturing plant

1919 Establishment of research laboratories

1936 Dabur India pvt. Ltd.

1972 Shifts to Delhi

1986 Public limited company

2007 Celebrating 10 years of real

COMPANY TYPE :Public (NSE, BSE)

INDUSTRY : Health Care & Food

Celebrate Life
Headquarters : Dabur Tower,
Kaushambi, Sahibabad,
Ghaziabad - 201010 (UP), India
Website : www.dabur.com

Area served : Worldwide

 PRODUC
TS
Dabur Amla,

Dabur Chyawanprash,

Vatika,

Hajmola &

Real
 International Range

Health Care Oral Care

Foods

Hair Care Skin Care

 Umbrella Branding
Dabur- It became umbrella for all its
healthcare products like chyawanprash and
honey. The company restrict the brand
Dabur with all its healthcare products only.
 Brand Revitalization
A brand Revitalizing requires either
that lost sources of brand equity are
recaptured or that new sources of
brand equity are identified and
established.
A strategy to recapture lost sources of brand
equity and identify and establish new
sources of brand equity. This may include
product modification or brand repositioning.
 Brand Revitalization at
Dabur
Company took initiatives to launch
various marketing programs. These
marketing programs not only aimed to
educate the customers but also helped
in revitalizing the brand which was
already being done by the company by
launching new products.
 Brand Reinforcement
Reinforcing brands involves ensuring
innovation in product design, manufacturing
and merchandising and ensuring relevance in
user and usage imagery.
Company also worked towards the logo and
packaging of the products and new designs so
that customer can get attracted. The company
realized that the Brand Dabur was having so
many meanings that the message that Dabur
was healthcare division was not going to the
public clearly.
 Continue.
They wanted to solve this problem so
they went in for logo change in 2003.
The new logo was created with the
tag line of Celebrate Life. To go with
this logo change company also
changed the packaging. They made
it more alive and bright.
 Positioning
Dabur through its diversified brands has
tapped various target segments like the :
Youth
Health Conscious People
School Children
Mothers
Existing Old age group
 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
 Process of Restructuring
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
 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)
 Strategy continue.
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
 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
 COMPETITOR

Hindustan Unilever Ltd.

ITC (Indian Tobacco Company)

Nestl India
THAN
K
YOU