Dabur India Ltd. Brand Revisited

Introduction: What is that life worth which cannot bring comfort to others…………………………………Dr.S.K.Burman  Founder Dr.S.K.Burman, 1884  A small pharmacy in Kolkata  Public Ltd Company in 1986  3 rd largest FMCG  Turnover of Rs.2233 Crore, FY07

Diversified Portfolio Dabur Business category Consumer care division Consumer health Care division Dabur foods Ltd (de-merged With DIL, 07)

“The Brand Dabur” turn-around  Why? Overall slowdown in FMCG sector Stiff competition To target young India- “the largest segment” Modernize old Brand Equity- “intangible asset” Streamline/Synergize business operations

Reinventing the Mother Logo

Enter new category; innovate offerings Repositioning as FMCG company Moved away from Umbrella branding strategy Retaining Dabur as corporate brand identity

Dabur’s New Brand Architecture 5 Power Brands DaburVatikaAnmolHajmolaReal Health care products Herbal Beauty, Premium image Mass market, Value for money Naughty n Tasty Digestive Umbrella brand for juice and other foods; aimed at up market consumer

Special focus on South India  South India contributed only 7% for Dabur  Contributed 25% in overall FMCG sector  Dedicated marketing team created  Three step approach: POS promotion and better stocking practice Customized packaging and commercials Customized product launch  Sales increased from 7% to 10% ( )

Other initiatives worth mentioning  Dabur International Ltd, Dubai 2003  11.4% of total sales  Introduced SAP ERP System-2005  switched to E-Procurement  Inorganic Expansion; Balsara

The Flip Side  Indiscriminate use of the brand across price points may dilute the brand equity.  A finger in many pies  Brand worth still not 100% satisfactory

The Path Ahead  Changing Demography  Growth in purchasing power  Growth in rural and urban demand  Telecom, lifestyle, entertainment et al sectors competing with FMCG for share in consumer’s wallet  Growth in organized retail sector

Recommendations  Expansion  Keep Innovating  Enter organized retail with exclusive customized formats  Opt out of non-profiting sectors  Crystal Clear Brand and Product Differentiation  Consolidate Herbal and Natural differentiation strategy

Thank You!