16874740 Dabur India Ltd Brand Management Presentation Anuranjan (3)

7/25/2019 16874740 Dabur India Ltd Brand Management Presentation Anuranjan (3)

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Dabur India Ltd.

Brand Revisited


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Introduction:

What is that life worth which cannot bring comfort to

othersDr.S.K.Burman

Founder Dr.S.K.Burman, 1!

" small #harmac$ in Kol%ata

&ublic 'td (om#an$ in 1)*

+rdlargest F(-

urnover of Rs.//++ (rore, F02


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Diversified Portfolio

Dabur Business

category

Consumer care

division

Consumer health

Care division

Dabur foods Ltd(de-merged

With DIL, 07)


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3he Brand Dabur4 turn5around

Why?

Overall slowdown in FMC sector

!tiff co"#etition

$o tar%et youn% India& 'the largest segment4

Moderni(e old )rand *+uity& 'intangible asset4

!trea"line,!yner%i(e business o#erations


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-einventin% the Mother Lo%o


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*nter new cate%ory innovate offerin%s

-e#ositionin% as FMC co"#any

Moved away fro" /"brella brandin% strate%y

-etainin% Dabur as cor#orate brand identity


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Dabur0s 1ew )rand 2rchitecture

3 Power )rands

Dabur 4ati5a 2n"ol 6a7"ola -eal

Health careproducts

HerbalBeauty,

Premiumimage

Massmarket,

Value formoney

Naughty nTastyDigestive

mbrellabrand for

!uice andotherfoods"aimed atup marketconsumer


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!#ecial focus on !outh India

!outh India contributed only 89 for Dabur

Contributed 39 in overall FMC sector

Dedicated "ar5etin% tea" created

hree ste# a##roach6

PO! #ro"otion and better stoc5in% #racticeCusto"i(ed #ac5a%in% and co""ercials

Custo"i(ed #roduct launch

!ales increased fro" 89 to ;


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Other initiatives worth "entionin%

Dabur International Ltd@ Dubai


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$he Fli# !ide

Indiscri"inate use of the brand across #rice

#oints "ay dilute the brand e+uity.

2 fin%er in "any #ies

)rand worth still not ;


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$he Path 2head

Chan%in% De"o%ra#hy

rowth in #urchasin% #ower

rowth in rural and urban de"and

$eleco"@ lifestyle@ entertain"ent et al sectors co"#etin%

with FMC for share in consu"er0s wallet

rowth in or%ani(ed retail sector


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-eco""endations

*#ansion

ee#7nnovating

*nter or%ani(ed retail with e8clusive customi9ed formats

:#t outof nonrofitin% sectors

(r$stal (lear)rand and Product Differentiation

Consolidate;erbal and


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han% 0ou=

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16874740 Dabur India Ltd Brand Management Presentation Anuranjan (3)