STUDENT- PGDMINSTITUTE OF MANAGEMENT STUDIES, NOIDA

Prepared by –1.RAVISH ROSHAN (atulravish@gmail.com),9968009808 (m

ail ur comm

ents, please)

ANSOFF’S PRODUCT MARKET EXPANSION GRID

MARKET PENETRATION

• In their new campaign they have tried to establish the fact that Chyawanprash, with its ‘well - being’ properties, gives an edge to the users and that dispel the myth it should be consumed in illness or is meant only for Children or the aged.

MARKET DEVELOPMENT

• The company plans to focus on Russia and CIS countries along with Afghanistan, West Indies and the Asia Pacific region.

• In Bangladesh, Dabur is entering into a joint venture with a local partner to manufacture and market its products

PRODUCT DEVELOPMENT:

• the launch of several new products including-

• Dabur Herbal Toothpaste

• Vatika Henna conditioning hair packs

Marketing strategy Of

Dabur Vatika Hair Oil

Submitted by: PoojaTripathi RavishRoshan Ravi Sharma Saurav Sharma Sumit Panwar Sadhna Yadav

Submitted to. Miss.Supriya Saxena.

DIVERSIFICATION:

• launch other products under its own brand name in Russia and has already launched Dabur Boro Glow.

• In 2001-02, Dabur India had three major revenue contributors — FMCG products, pharmaceuticals and ayurvedic specialties

• Dabur India Ltd (DIL) has entered the toilet soap market besides expanding its over-the-counter (OTC) medicine range with 10 new additions over the next few months.

• Consumer Healthcare Division (CHD)- -based Ayurvedic medicines and over-the-counter (OTC) products

SWOT

• STRENGTHS• Strong presence in well defined niches( like

value added Hair Oil and Ayurveda specialties)• Core knowledge of Ayurveda as competitive

advantage• Strong Brand Image• Product Development Strength• Strong Distribution Network• Extensive Supply Chain• IT Initiatives• R & D – a key strength

• WEAKNESS• Seasonal Demand( like

chyawanprash in winter and Vatika not in winter)

• Low Penetration(Chyawanprash)• High price(Vatika)• Limited differentiation (Vatika)• Unbranded players account for the

2/3rd of the total market(Vatika)

• OPPORTUNITIES• Untapped Market(Chyawanprash)• Market Development• Export opportunities.• Innovation• Increasing income level of the

middle class• Creating additional consumption

pattern

• THREATS• Existing Competition( like

Himani, baidyanath and Zandu for Dabur Chyawanprash and Marico,Keo Karpin, HLL and Bajaj for Vatika Hair Oil)

• New Entrants• Threat from substitutes (like

Bryllcream for Vatika hair oil)

• POSITIONING

By offering hair oil that combined the benefits of natural products in a single pack, Vatika created a niche for itself as the ‘total hair care’ brand.

PROMOTION:

Vatika Hair Oil’s first promotion: It focused on the key benefit – beautiful hair without hair problems – that came about as a result of the extra nourishment through the value addition of henna, amla and lemon-derived additives.

• Creating conceptual awareness: marketing objective was to create conceptual awareness about the new product – the goodness of coconut oil enriched with natural herbs.

Cont……………….

• In 1997, the company created a new promotion campaign which reinforced the obvious fact that most coconut oil brands were not equipped to combat the effects of pollution, hard water and chemicals – the major causes of hair ailments and hair deterioration.

Brand Name

Vatika in Hindi means ‘garden’. The brand attempts to live up to the promises – beauty and nature – that are associated with its very name.

OVERVIEW OF VATIKA:

• Vatika brand was launched in 1995 with Vatika Hair Oil as its first product.

Line Extension

• It was joined in 1997 by Vatika Henna Cream Conditioning Shampoo and later, in 2000, by Vatika Anti-Dandruff Shampoo.

ADVERTISING

• Vatika Hair Oil uses a number of advertising media like television, print, internet, outdoor media which includes hoardings

Events

• 1-Vatika Super Model India 2001

• 2-Vatika Zee Sangeet Awards

3-Mover’s and Shakers’–the popular TV show.

Celebrity Endorsements: communicated through campaigns featuring icons such as Mandira Bedi, Shefali Chhaya Sudha Chandran. featured personalities like Aditi Govitrikar, Preeti Jhangiani Shweta Jaishankar. Rani Mukherjee - current brand ambassador.

RECOMMENDATIONS• Vatika hair care centre• Provide consumers with

innovative products within easy reach.

• Reaching out to new geographies, within and outside India.

• Improve operational efficiencies by leveraging technology.

NEW DABUR ENTITY

• The tree, a symbol of nature, is indelibly regarded as a provider of shelter, food and protection.

• tree is regarded as sacred, trustworthy and a symbol of fertility

• The new Dabur identity retains these enduring and valuable attributes, while it adds a fresh, healthy and holistic dimension to the tree.

• It conveys Dabur's heritage, commitment and stability through the form and colours of the tree; its branches and leaves.

• It also conveys that the brand stands for wellness across age groups.

• Tree appears well rooted, implying stability; and its abundant canopy implies that it can provide amply for those who seek its produce and shade.

CONT………