Professional Documents
Culture Documents
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
(contd)
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
PRODUCT
OFFERINGS
PERSONAL CARE SEGMENT :
Hair Care Oil and Shampoo (VATIKA)
Skin Care (FAIRENESS FACE PACK)
Oral Care (DABUR RED GEL AND TOOTHPASTE)
BRAND EQUITY?
Marketing Activities
RESTRUCTURING?
(contd)
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?
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
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)
Adopted the INTEGRATED MARKETING
COMMUNICATION programme in 2003 to increase
its market share
Targeted the Institutional market which included hotels
and airlines
Partnered with Institutional clients to provide value
added services
Held various contests
Training sessions and workshops for food and beverage
professionals
Tie-up with Discovery Channel
THANK
YOU!!!!
--By
Ritesh Shete
Puja
Chakraborth