Dabur Marketing Strategy of Dabur Vatika Hair Oil & Dabur Ch
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Transcript of Dabur
The new Dabur identity modernizes the 100-year old equity of the
Dabur brand by subtly transforming the tree. While it retains the
essence of the banyan tree, it now projects a contemporary image, in
consonance with today's lifestyle. The tree, a symbol of nature, is
indelibly regarded as a provider of shelter, food and protection. If
you observe closely, you will see that the tree trunk mirrors the form
for three people with their arms raised conveying exultation in
achievement. The broad trunk represents stability and its multiple
branches represent growth.
[New”u”]
Dabur India Limited is India's leading FMCG Company with interests in health care, personal care and foods.
Dabur has two major strategic business units (SBU)- Consumer Care Division (CCD) and Consumer Health Division (CHD).
In 2000, Dabur achieved a turnover of Rs. 1000 crores. Dabur crossed $ 2 billion market capital in 2006.
[DABUR’S GROWTH]
Dabur India outlined a pronged strategy involving an aggressive
expansion in domestic and foreign market, new product launches ,
which is expected to double sales and profits by 2010.
The company, which is looking at double-digit growth across all
product segments over the next four years, expects its sales to be around
Rs 4,000 crore and profits around Rs 400 crore by the end of 2010.
This strategy has paid rich dividends for Dabur and has delivered
sales growth ahead of the consumer non-durable sector average, over
the past 1 year already.
Under Astra, Dabur has categorized its sales and distribution
channels into finer segments, such as key grocers, mass grocers,
chemist, wholesale, small outlet and modern trade It runs refresher-
training courses every six months. About 75 per cent of the company's
sales come form rural areas, hence, it has created the Astra training
consultancy module in five vernacular languages - Bengali, Tamil,
Telugu, Malayalam and Kannada.
[ ASTRA ]
The company acquired the Balsara group of companies in 2005.
This acquisition gave Dabur new brands in toothpaste, mosquito
repellants, toilet cleaners, and air freshners.
In line with its strategy of growing aggressively in foreign markets,
it acquired a Nigerian firm - African Consumer Care in late 2007.
[ ACCENTURE ]
International business will be spearheaded by two business
heads – one based in Dubai and the other in India.
For the developed markets in the US and Europe, Dabur is
looking at alliances with distributors, focusing mainly on over-the
counter herbal healthcare products.
The company had initiated talks with local FMCG players in the
neighboring countries and finalized a deal to start manufacturing
hair oils and shampoos .
[ EXPANSION ]
As part of the growth initiative of this brand, the company plans to
set up 350 retail stores across India in 5 years and expand it to over
1,000 stores by its 10th year of operation.
The ‘new’ brand image presents a new dimension to lifestyle
branded retail in India, designed by Pikefell, UK-based brand agency.
[ RETAIL ]
[THE MEGA BRAND AMBASSADORS]
MS DHONI – DABUR CHYAWANPRAS
ZAHEER KHAN – DABUR GLUCOSE
AMITABH BACHAN – DABUR CHYAN PRASH, HONEY
RANI MUKHERJEE – DABUR AMLA
SAKSHI TANWAR – ODONIL
PREITY ZINTA – VATIKA ALMOND HAIR OIL
VIDYA BALAN- UVEDA
Dabur should come up with advertising strategy like radio adds or
television adds which are directly targeting the rural people so that
they could get high results.
The retail stores currently opened by Dabur is only one, in northern
region i.e. in Delhi, and they have proposed 7,300 retail outlets.
Atleast they should open one in south region so as to have reality
check of their distribution,Also giving clear view of their strategy for
retail.
[ RECOMANDATIONS ]
[ THANK YOU ]
[SUMIT BHATT]
[092073]