BRAND MANAGEMENT

Study on Dabur India Limited

Group 6 B019 Mohit Gulati B061 Animesh Thakur
B001 Sahej Abrol B030 Taranum Kaur I025 Suvrat Kaul
B009 Srishti Chadha B052 Angad Sethi
DABUR Key Highlights
GLOBAL FOOTPRINT
BRAND TERRITORY
Is the brand territory defined in terms of product category
and attributes?
Dabur will never venture into products that are deemed unhealthy by the masses

Its territory is defined by the following:

All natural ingredients

Ayurvedic values

Alternatives to unhealthy products

Health and well being for the family

OTC products for the health conscious

 Brand Kernel

Peripheral Traits Core Facets

Health and well being
Ayurveda
Kernel Traditional Values
Innovation
Quality
Ease of use
Is the brand defined in terms of the core benefits it
addresses?
Project STARS (Strive to Achieve Record Successes) to accelerate growth through
USP
diversification, 113 years after founding the company
Non-Ayurvedic products in segments like food, personal care and home care Ayurveda
Food business accounted for about 11% of its Rs8,436 crore revenue in the year to March since the
formation of
2016 and 18% of domestic sales came from foods the brand
40% of its sales came from non-Ayurvedic products in 2016
Feeling the pinch from Patanjali
Back to basics: Ayurveda; Ayurveda can go far deeper in many areas than what we thought
earlier
New taglineScience of Ayurveda. So far, it was celebrate life
Science-based Ayurveda, backed by research, validation and hard evidences vs faith-based
Ayurveda
Doubling its herb cultivation
In-house research wing, in-house nursery
The change in positioning from 'celebrate life' to
'science-based Ayurveda'.
The youth, which is more rational by nature, is going to question the authenticity of other players.

Keeping that in mind, the brand was repositioned as science-based Ayurveda.

Modernised many Ayurvedic offerings, bringing them in new, easy-to-use formats.

'Lal Dant Manjan' became Dabur Red Toothpaste, soon a gel-based formulation to be introduced

Gulabari began as a rosewater brand for mature women. Today, it has an entire range of beauty products talking to teenagers.

A traditional medicine (kadha) was converted to Honitus - a cough syrup, later to lozenges. Recently introduced it as 'Hot Sip' available in two
formats - a tea-stick and a sachet/tea-bag.

Investing in digital marketing and e-commerce. New sites such as 'Live Veda', 'My Beauty Naturally' and 'Dabur Dental Care' were launched

When India is young, Dabur also needs to be young, through products, formats, positioning, languages and channels of communication used.

Dabur wants to be the Fabindia of Ayurveda. Traditional, yet young and cool.
Is the territory defined in terms of the customer group it
targets?

Customer segmentation

Products across ages and geographies

Providing natural products for the entire family

Is the territory defined in terms of the companys core
values and how it relates to customers?
VISION
Dedicated to the health & well being of every household
Ownership

This is our company. We accept personal responsibility, and accountability to meet business needs.

Passion For Winning

We all are leaders in our area of responsibility, with a deep commitment to deliver results. We are determined to be the best at doing what matters most

People Development

People are our most important asset. We add value through result driven training, and we encourage & reward excellence

Consumer Focus

We have superior understanding of consumer needs and develop products to fulfill them better.

Team Work

We work together on the principle of mutual trust & transparency in a boundary-less organization. We are intellectually honest in advocating proposals, including recognizing risks

Innovation

Continuous innovation in products & processes is the basis of our success.

Integrity

We are committed to the achievement of business success with integrity. We are honest with consumers, with business
Effect on advertising and marketing strategies?

More creative as a brand. Scores in brand recognition and brand imagery have all moved up.

Dabur's campaigns '#BraveAndBeautiful' for Vatika Premium Natural Shampoo (Grand Prix, Goafest
2015) have been recognised across the globe.

Dabur wants to do more award-winning campaigns because that creates a virtuous cycle for the
brand. Not only do consumers like it, it also infuses pride in our employees. Potential employees see it
and want to join. So, it attracts talent as well.

Associate with social cause, such as our 'Ab Daudega Hindustan' campaign for Dabur Glucose-D, '700
se 7 Kadam' for Sani Fresh or Gulabari's '#AmPrettyTough'. Most of these were long-format films, and
were released on the digital platform where the youth is.
BRAND POSITION AND EVOLUTION
Has the brand evolved through innovations ?
Has the brands positioning evolved integrating new
positions with old ones?
Dabur initially had a positioning of making completely ayurvedic products

It started targeting a new customer segment- the youngsters

It has been introducing new products which are in

line with the customers current need

The new products are a healthy spin to the

customers consumption habits

Dabur has also been innovating the packaging of its

legacy prodcuts, to target the young customer

Has the brand evolved with its customers?

Dabur

Consumer Consumer Food

care health care division

To target young
India- the largest
segment
 TARGET
GROUP

All age group

SEGMENT

For all age

group

nutrition

POSITIONING

Protector from
everyday
infection

immunity