Dabur honey (1)
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Transcript of Dabur honey (1)
Presentation byFinal Year MMS Students of JBIMS
A project of the IMC Workshop conducted byProf Aughi Dalton
Dabur Honey
Chintan Kalla – M06Jishan Ali – M11Moin Punjani – M18Vikrant Hatwalne M43Viraj Sheth – M45Aayushi Jajodia – M48
Introduction
• Dabur is 130 year old company started by Dr. S. K. Burman
• It is the world’s largest organization in Ayurvedic Healthcare
• Dabur has expanded its portfolio to include Consumer Care which
is segmented into Home Care and Personal Care and within Health
Care it caters to Health Supplements, Digestives, OTC and Ethicals.
It also has a Foods Department
• Dabur’s portfolio has 14 brands each valuing 1 Billion Rupee
• Its sales are growing at close to 20% annually
• In 2011 Dabur marked its presence globally by inorganic growth
when it acquired Hobi Group and Namaste LLC
Situation AnalysisMarket Analysis - Total Honey production for the year 2012-2013 was over 40,000 – 50,000 tonnes per annum. Although the production output depends on weather conditions but with the advent of technological advancements the dependency on weather conditions is fast decreasing.
23000
30000
Total Honey Production (in tonnes)
Export
Domestic
16000
34000
Sectoral Division(in tonnes)
Organised SectorUnorganised Sector
Growth - The food and beverage industry in India is growing at 17% CAGR and it is worth 135 billion dollars.
Potential – Honey is being seen as a natural healthy supplement for sugar and as the citizens are becoming more health conscious there is huge potential market for expansion as many users are switching from sugar to other forms of sweeteners like honey.
Situation Analysis
Seasonality – Consumer Perception is that honey consumption is undesirable in summers. So the sales of honey drops during this time but it again soars in the winters.
AD CLAP
Taste Price Purity Viscosity Colour2
2.5
3
3.5
4
4.5
Dabur Honey
Fondaghat
Lion Honey
Unorganised
AD CLAP
Taste Price Purity Viscosity Colour2.6
2.8
3
3.2
3.4
3.6
3.8
Dabur HoneyIndustry
POD
POE
Taste - Dabur has to improve on this attribute as people still perceive to be a synthetic product and not compared with natural honey of the unorganised sector Price - Premium price is charged due to the brand value and the quality Dabur provides and is not much of a pain point for Dabur
Purity - Purity is one such aspect Dabur will have to categorically work on as it is positioning itself as the health substitute for sugar
Viscosity& Colour- Not much of a pain point for Dabur
Value Chain Analysis
Inbound•Procurement from Kashmir Majorly•Major Inventory in Winter as consumed more in that sesaon
Processing
•Processing in Manufacturing Units in Baddi
Customer•Warehousing and Distribution to be provided by Distributor•After Sales Replacement Policies in case of Broken Bottles, Expired Goods
High Involvement
Low Involvement
Rational Emotional
As honey is still falls under the commodity space hence a proper branding strategy is required to increase top of the mind recall. Increased frequency of spots and insertions for achieveing the same
FCB Analysis
SEGMENTATION MAPPINGFitness Use Medicinal Use Additive Usage Traditional Usage
18-25 25-35 35-50
SEC-A SEC-B SEC-C
Natural
Taste
Ayurvedic
Pure
Golden Yellow Colour
Healthy
HealthyPure
Taste
Sweet Taste of Life
Healthy
Taste
Brand Association – Value Propositions - Positioning
Launch Growth Maturity Decline
Overall category is growing at 14% and
Dabur Honey is growing at 20% last
year
Position in the PLC
Sustainable Competitive AdvantageVery Strong Distribution
System• Direct Reach: Over 800,000 outlets
• Indirect Reach: ~ 5.8 million outlets
Access of All Dabur Brands
Brand Dabur Fondaghat Lion Honey
Reach Pan India Maharashtra South India
SKU Availability Kirana Store, Chemist Store and MT
Kirana Store, Few Chemist Store, MT
In Major Towns in all formats and not much in Rural
Customer Touch points
More Small SKU’s in Kirana Store
Price Centric Customer Come to buy
Kirana Store
Availability of all SKU’s
Consumer more health oriented and better class
Modern
Trade
Availability of all SKU’s
Flyers explaining the health benefits of Honey Chemist
Outlets
40% 10% 50%
Growing at 17% CAGR Major Selling Point and SEC B as target
Sales Promotion
Implementation of Project CORE – Chemist Outreach and Range Extension
Project Implemented in December 2013Increase in Sales and Revenue By 12%
Sales of Dabur Honey of all SKU’s observed20 gm Honey which is the smallest SKU sold
the most to make customer start the consumption of Product
To Increase Sales at Chemist Outlets
Honey 20gm 3 pc - 4.17%
400 500 1KG 50 100 250 6 p c - 2.5 %
Branding Strategy Centred around Fitness
Sweet Taste of LifeWe are proposing Dabur Honey as a healthy natural additive to be used in place of Sugar or other Sugar free Substitutes and as a Fitness product
Target Audience would be Health Conscious segment who frequent Gyms and jogging parks
- Dabur would be putting up hoardings and promotional activities in and across popular Gyms and Jogging parks.- Free sampling would be done in these areas- Also target Corporate offices as part of a health conscious lifestyle propagation
- ‘Say no to Diabetes’ Campaign starting from the World Diabetes day by stopping the use of any sugar or synthetic sugar free additives and going the healthy way. Also tie up Gyms like Gold Gym, Standard Chartered Marathon etc.
Sweet Taste of Life
ATL BTL
Print : Ads in newspapers and
fitness magazines
Out of Home: Billboards like Amul with a
creative theme to portray goodness
of honey
Radio: Sponsorships
and tie ups with radio shows
TV: Commercials to attract people in
between daily soaps
PR: Micro blogging and website SP: Added Incentives in extra sales Mob Adv: Apps and games (Wheres my Honey) Word of mouth : Personal promotion in gyms, parks and fitness clubs Events and sponsorships
IMC