presentation on dabur
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Dabur India Ltd.Brand Revisited
presented by:- Ashish Goyal
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Introduction: What is that life worth which cannot bring comfort to others…………………………………Dr.S.K.Burman
Founder Dr.S.K.Burman, 1884
A small pharmacy in Kolkata
Public Ltd Company in 1986
3rd largest FMCG
Turnover of Rs. 6609Crore, FY09
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Diversified Portfolio
Dabur Business category
Consumer caredivision
Consumer health Care division
Dabur foods Ltd(de-merged
With DIL, 07)
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“The Brand Dabur” turn-around
Why?
Overall slowdown in FMCG sector
Stiff competition
To target young India- “the largest segment”
Modernize old Brand Equity- “intangible asset”
Streamline/Synergize business operations
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Reinventing the Mother Logo
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Enter new category; innovate offerings
Repositioning as FMCG company
Moved away from Umbrella branding strategy
Retaining Dabur as corporate brand identity
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Dabur’s New Brand Architecture5 Power Brands
Dabur Vatika Anmol Hajmola Real
Health care products
Herbal Beauty,
Premium image
Mass market,
Value for money
Naughty n Tasty Digestive
Umbrella brand for juice and other foods; aimed at up market consumer
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Special focus on South India
South India contributed only 9% for Dabur Contributed 25% in overall FMCG sector
Dedicated marketing team created
Three step approach:promotion and better stocking practiceCustomized packaging and commercialsCustomized product launch Sales increased from 9% to 13% (2002-06)
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Other initiatives worth mentioning
Dabur International Ltd, Dubai 2003
Aquired Balsara in 2001
11.4% of total sales 2005-06
Introduced SAP ERP System-2005
switched to E-Procurement
Inorganic Expansion; Balsara
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The Flip Side
Indiscriminate use of the brand across price points may dilute the brand equity.
A finger in many pies
Brand worth still not 100% satisfactory
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The Path Ahead
Changing Demography
Growth in purchasing power
Growth in rural and urban demand
Telecom, lifestyle, entertainment et al sectors competing with FMCG for share in consumer’s wallet
Growth in organized retail sector
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Recommendations
Expansion
Keep Innovating
Enter organized retail with exclusive customized formats
Opt out of non-profiting sectors
Crystal Clear Brand and Product Differentiation
Consolidate Herbal and Natural differentiation strategy
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Thank You!