Dabur a Case
AGENDA :
AGENDA Dabur – The Brand Product Offerings Brand Equity-Analysis Brand Equity Why Restructuring? Branding strategy SWOT Analysis Marketing Mix
Slide 2:
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 PRESENT SCENARIO
Slide 3:
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 DABUR -THE BRAND
Slide 4:
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 DABUR -THE BRAND (contd)
PRODUCT OFFERINGS :
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)
PRODUCT OFFERINGS (contd) :
PRODUCT OFFERINGS (contd) AYURVEDIC HEALTH PRODUCTS: Digestive Segment (HAJMOLA) Dabur Chyawanprash Pudin Hara AYURVEDIC DRUGS PHARMACEUTICALS
BRAND EQUITY :
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-
AGENDA Dabur – The Brand Product Offerings Brand Equity-Analysis Brand Equity Why Restructuring? Branding strategy SWOT Analysis Marketing Mix
Slide 2:
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 PRESENT SCENARIO
Slide 3:
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 DABUR -THE BRAND
Slide 4:
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 DABUR -THE BRAND (contd)
PRODUCT OFFERINGS :
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)
PRODUCT OFFERINGS (contd) :
PRODUCT OFFERINGS (contd) AYURVEDIC HEALTH PRODUCTS: Digestive Segment (HAJMOLA) Dabur Chyawanprash Pudin Hara AYURVEDIC DRUGS PHARMACEUTICALS
BRAND EQUITY :
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-