PwC

DABUR HOMMADE
AN INTRODUCTION
Brand was fashioned while
justifying the Motto -

"Where necessity is the mother
of invention.

Was introduced by Dabur in 1996
with only 3 products in portfolio.

Was the first brand to enter into
paste and purees market in India.
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PRODUCT PORTFOLIO.
Hommade
tomato puree
Hommade
coconut milk
Dabur
Hommade
Bhuna
Masala
Hommade
Lemoneez
Hommade
cooking
pastes
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CURRENT BRAND STRATEGY
BRAND ELEMENTS :

SYMBOL - Curvy, Portrays dynamism

Brand Name

Value Proposition Fresh Like Hommade

Association Working Married Women, Husbands in Nuclear
families etc.

PROMOTION : Recipe contests, Door-to-Door Selling etc.

PRICE : 100 gm / Rs 20 only

PLACE : At grocery stores, food bazaars basically in the metro and
Tier 1 cities.
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COMUNICATION Via Television Commercials, Print Media etc.

PACKAGING -
1. premium, international standards of packaging .

2. Effective Shelf Presence, High Product Shelf Life
i.e. of 12months .

BRAND ANALYSIS -

1. A Non- Starter, Stagnant Growth .

2. Unable to leverage upon the Brand Equity of the
Parent Brand .

3. Positioning restricted to convenience, taste and
freshness ; Very less Market Penetration.

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COMPETITORS
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ANALYSING THE CURRENT MARKET SCENARIO
COMPETITORS ANALYSIS

1. Hommade is not successful in terms of market
share as well as in terms of positioning in the minds of the
consumer.

2. Smith & Jones has come up with improved and
easy to use packaging.

3. Nilon has its different SKUs available from a Rs.5
pack to Rs.100 package.

INCREASE IN TARGET CUSTOMERS - 1. Working Women
2. DINK Families
3. Bachelors, Spinsters , Hostellers
etc.
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RE-LAUNCHING THE BRAND
New TV Commercial
New Symbol
Campaigns in Companies
Campaigns in Supermarkets/ or
malls
Separate website for Dabur
Hommade
Airing advert on TV on prime
time specially
Change in packaging(user
friendly with nozzle(line
extension))





STAGE 1
STAGE 2
STAGE 3
New Flavors (Line Extension)
Inviting Testimonials online
Testimonials on product
packaging
Campaigns of already
existing contest
Free bowls to serve dishes



Brand Extension
More shelf space and Better
availability
Tie ups with Cooking classes
Tie up with Zee Khana
Khazana
Association with regional
dishes