Dabur’s Brand Revitalization and Reinforcement over a period of time

Celebrate Life

By:Khalilullah

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

Celebrate Life

COMPANY TYPE :Public (NSE, BSE)

INDUSTRY : Health Care & Food

Headquarters : Dabur Tower, Kaushambi, Sahibabad, Ghaziabad - 201010 (UP), IndiaWebsite : www.dabur.com

Area served : Worldwide

PRODUCTS

Dabur Amla,

Dabur Chyawanprash,

Vatika,

Hajmola &

Real

International Range

Health Care

Skin Care

Oral Care

Foods

Hair 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 :

YouthHealth Conscious PeopleSchool ChildrenMothersExisting Old age group

Why Restructuring

Image: Ayurvedic Company Association: 35 - plus age group Problems:Diversified into too many product rangesImageAssociation with a particular age group and

hence losing on the other potential customersLower 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 brandsDabur (HEALTHCARE)Vatika (HAIR CARE)Anmol (PERSONAL CARE)Real ( JUICES)Hajmola (DIGESTIVE SUPPLEMENTS)

Strategy continue…….

PRODUCT LINE EXTENSIONIn 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 audienceCould renew Interest and liking for the brand by

introducing new variantsIt could increase its market shareDiversify without much riskMoved from its Core strategy and hence could

give customers something better and different

COMPETITOR

Hindustan Unilever Ltd.

ITC (Indian Tobacco Company)

Nestlé India

THANK

YOU