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IECL PRESENTATION GROUP NO. 7 SUDARSHAN BHOSLE (8) SIBASIS BISWAS (10) GANESH GAIKWAD (20) SATYAJIT GAIKWAD (22) SAGAR KHOT (31) MOHAN DINESH (40) NADEEM SHEIKH (48) AMIT SONAWANE (58)
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Page 1: DABUR VATIKA

IECL PRESENTATIONGROUP NO. 7

SUDARSHAN BHOSLE (8)SIBASIS BISWAS (10)GANESH GAIKWAD (20)SATYAJIT GAIKWAD (22)SAGAR KHOT (31) MOHAN DINESH (40)NADEEM SHEIKH (48)AMIT SONAWANE (58)

Page 2: DABUR VATIKA

INTRODUCTIONDabur India Limited (DIL) is the third largest FMCG Company

operating in India with a turnover of more than Rs. 2,233 crores. It operates under three business categories namely

1. Consumer Care Division (CCD), 2. Consumer Healthcare Division (CHD) and 3. Dabur foods Limited (in July 2007) . Dabur announced the de-merger of DFL with DIL).

Dr. S.K Burman started Dabur in 1884 as a small pharmacy. Initially, he prepared Ayurvedic medicines to treat diseases like malaria, plague and cholera that had no cure during that period. After more than 120 years, Dabur is known for its trustworthiness more than anything else.

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Summery of the CaseDabur ,the 100 years old Ayurvedic product manufacturer,

marketed Herbal & Ayurvedic products. The Vatika was launched in 1995 with Vatika hair oil as its first product. Within six years of its launch. Vatika had become the market leader in the value added hair oils segments. In the very first year of its launch crossed Rs. 100 million in turnover.

The company concentrated on differentiating the brand in all aspects, right from positioning to packaging.

Dabur, also adopted a premium price strategy and used innovative packaging to catch the attention of customers.

In 1997, Dabur decided to launch a new communication campaign with the aim, was to create a perception in the minds of the consumer that other oil brands were unable to provide enough protection from air population, hard water, and use of chemicals.

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Summery of the CaseDabur launched the “Vatika Women” ad campaign

and endorse the leading film and television actresses Mandira Bedi, Shefali Chayya and Sudha Chandran as these personalities had a edge over ordinary women in the perception of the target customers, the campaign served to reflect Vatika’s emphasis on ‘extra nourishment’.

In 2ooo, company signed Priyanka Chopra,(the miss Universe of the year) to promote Dabur Vatika hair oil with the message “Thank God I Switched To Vatika”.

the success of Vatika hair oil encouraged Dabur to enter the shampoo Market in 1997 and it launched the Vatika Heena cream conditioning shampoo with simmilar positioning strategy.

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Summery of the CaseIn 2000, the company extended the brand to an anti-

dandruff shampoo, promoting it as a natural shampoo containing lemon and henna, both of which effectively controlled dandruff. The brand targeted competitors products such as HLL’s All Clear and P&G’s Head & Shoulders.

Dabur featured leading model such as Aditi Govitrikar, Preeti Jhangiani and Riya sen in the Vatika shampoo ad campaigns to give a youthful look to the brand.

The company also used other marketing communication mix tools to enhance the brand equity of Vatika.

As a result of such meticulous brand building initiatives, Dabur Vatika has grown to become a leading brand in the personal care segment.

Page 6: DABUR VATIKA

Identification of ProblemsThe Dabur

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What were the factors that enabled Vatika to become a flagship brand of Dabur in such short span of time?A company making timely strategic interventions

to adapt to the business environment and maintaining its brand equity over the years.

Dabur went through several structural and strategic changes to maintain its market strength.

 It decided to concentrate its marketing efforts on Dabur Vatika hair oil, conditioning shampoo, anit dandruff shampoo and skin care products to strengthen their brand equity, create differentiation and emerge as a pure FMCG player recognized as a herbal brand.

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Answers continues…The company concentrated on differentiating the brand

in all aspects, right from positioning to packaging. Dabur, also adopted a premium price strategy and used

innovative packaging to catch the attention of customers over its competitors.

At each stage Dabur added value to its product over competitors product.

Importance of choosing the right celebrity & its influence on the brand equity of the company.

The company also sponsored various events such as Vatika Super Model India 2001, and Vatika Zee Sangeet Awards which help in creating brand awareness.

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Discuss the role played by Marketing Communication in making DABUR VATIKA a succeful brand?The aim of campaign was to create a perception in mind of

consumer that other hair oil brand were unable to provide enough protection for hair from air pollution, hard water & use of chemical.

Celebrity endorsement e.g. Priyanka Chopra to promote Dabur Vatika hair oil with the message ‘Thank god I switch to Vatika’

Attractive packaging- it was pack in an attractive transparent bottle that clearly distinguish from competition & gave it a premium look e.g. Vatika heena cream conditioning shampoo.

Ad campaign- Hording, glow sign boards, walls shop paintings, press ad, templates, electronic media adv., sponsor events.

The intensive marketing efforts kick-started growth in the shampoo market. 

Page 10: DABUR VATIKA

RECOMMENDATIONProper placement of hoarding in different localities in

urban and as well as rural areasThe Dabur is working not only in Indian market but also in

the foreign market area. It covers large product segment of products.

Though separate distribution of channels of FMCG & other pharmaceutical products

It has a good manufacturing technique & marketing channel to distribute product & services

It gives full attention for the consumer requirements & demand at right time & right place.

Literate consumers fully support the product & they appreciate for its better services & products.

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CONCLUSIONThere are some special booths for Dabur products in

market place.The company should analyze its competitors strategies &

approaches to reach the consumers.The company should focus on its marketing abilities & its

potential consumers in different market localitiesThe company should show the sample to its consumerDabur has repositioning its brand in domestic & foreign

market also.

Page 12: DABUR VATIKA