19-06-2012, 02:23 PM
Marketing Strategy Dabur
Marketing Strategy.pptx (Size: 1.77 MB / Downloads: 67)
Introduction
DIL is one of the leading FMCG companies in India and the world's largest Ayurvedic and natural healthcare company
Dabur is today among India's most trusted names.
The company‘s FMCG portfolio includes 5 flagship brands with distinct brand identities:
“Dabur” - Natural Healthcare Products
“Vatika” - Premium Personalcare Products
“Anmol” - Affordable Personal care Products
“Hajmola” - Digestives
“Real Activ” – Fruit Based Drinks
Vision
Dedicated to the health and well being of every househould”
Strategy used by dabur
Four fold strategy
Expansion
Acquisition
Innovation
Regional branding
Promotional strategy
Distribution strategy
Branding
A banyan tree has been the logo of the company for since its inception.
The banyan tree stands for what has not been achieved.
The company has been branching out.
It has seven brands in the oral care category, nine in the hair care space and six brands in foods.
Recommendations
The FMCG environment in India and overseas is competition intensive and companies need to focus on branding, product development, distribution and innovation to ensure their survival.
It is probably better for a company to create a few champion brands rather than dissipate its energies on too many products, because that is what will result in sustainable margins," says Manish Saigal, associate director, KPMG.
Dabur isn't the category leader in any of the consumer product categories where it has a presence: it is No. 4 in shampoos, No. 3 in toothpastes and nowhere in the reckoning in toilet soaps.
But that doesn't appear to bother the company overmuch -- it is too busy launching new products.
The company should discard products where volumes aren't growing fast enough to deliver margins. Dabur isn't ready to be quite so brutal with Meswak (also inherited from Balsara), but the company is working on new ways to rejuvenate and promote the brand.