Final Presentation

Presented By:Group No.01

INTRODUCTION

Brand: brand is a name, term, sign, symbol, design or any combination of two or more

NAME USED AS A BRAND

DABUR CHYAWANPRASH

Derived from 2500 years old Aurvedic formula

Totally chemical-free, natural & safe Combination of herbs and plant extracts in

a base of amla fruit pulp Reinforce the immune system & helps fight

diseases Trusted health providers of a majority of

Indian house hold

Dabur India is the 5th Largest FMCG Company in India Legacy of over 125 years Strategic Business Units in Health care, Personal care and

Food products Dabur has a turnover of Rs.1899.57 crore with powerful

brands like Dabur Amla, Dabur Chyawanprash, Real, Vatika and Hajmola

Product marketed in over 50 countries Leader in Herbal Digestives with 61% market share of branded

chyawanprash sales

Source: http://www.dabur.com/About%20Dabur-Dabur%20At-a-Glance

PRESENT SCENARIO

Established : 1884 Founder : Dr. S K Burman Basic Motive : Manufacture of Ayurvedic Drugs Achieved : By setting up manufacturing units and

setting up Research and Development Labs Expanded its product line in the mid 1900’s by launching

Dabur Hair Oil and Chyawanprash Added Oral Care Products in the 1970’s Shifted base from Kolkata to New Delhi in 1972 Launched Hajmola tablet in 1978

DABUR -THE BRAND

Dabur chyawanprash, the trusted name for entire family’s health

The immune system, thereby protecting you from everyday infections, cough, cold & stress

Keeps you fit by fighting dourbalya (weakness) and provides strength & stamina

Keeps you fit by protecting you from day-to-day ailments like cough & cold

The FMCG business is Dabur's cash cow contributing over 70 per cent of Dabur India's current revenues. The business has consistently generated high cash flows and called for minimal incremental investments

The overall growth in hair oil industry has been 7% whereas growth in branded coconut oil has been 10%.Vatika hair oil has a market share of 19% and Dabur Chyawanprash has a 61% market share and is the market leader. Both of these are therefore Dabur’s cash cow.

MARKET SHARE OF DABUR CHYAWANPRASH

DABUR CHYAWANPRASH

CUSTOMER SURVEY RESULTS OFDABUR CHYAWANPRASH

AWARNESS LEVEL

0

20

40

60

80

100

ZANDU HIMANI BAIDYANATH DABUR

PERCENTAGE

CUSTOMER SURVEY RESULTS OFDABUR CHYAWANPRASH

PREFERRED BRAND

0

10

20

30

40

50

60

ZANDU HIMANI BAIDYANATH DABUR

PERCENTAGE

CUSTOMER SURVEY RESULTS OFDABUR CHYAWANPRASH

SATISFACTION LEVEL

0

1

2

3

4

5

ZANDU HIMANI BAIDYANATH DABUR

RATING(1-LOW 5-HIGH)

Brand personality is the sum of all the Significant tangible and intangible assets of a brand.

The definition of brand personality can be classified into three types:

1. Emotion-centered definitions2. Human-centered definitions3. Other definitions

BRAND PERSONALITY

Emotion-centered Personality – Immune Human-centered Personality – like grandfather Others Strong heritage Ayurvedic benefit Healthy Nurturing Dependable

BRAND PERSONALITY OF DABUR CHYAWANPRASH

BRAND EQUITY

Brand Equity cannot be defined without reference to the point of view from which it is being defined.

The definitions have been classified under three headings:

Cost-based Price-based Customer-based Customer-based brand equity:- Brand Equity is making

the customer’s knowledge of the brand.

ATTRIBUTE-ORIENTED APPROACH

Brand equity of Dabur chyawanprash is calculated: 7.44

ATTRIBUTE EMAMICHYAWANPRASH

DABURCHYAWANPRASH

BAIDYANATHCHYAWANPRASH

ZANDUCHYAWANPRASH

AYURVEDIC BENEFIT

5.2(0.278)=1.45 7.4(0.278)=2.06 7.6(0.278)=2.11 5.4(0.278)=1.50

HEALTH 7.5(0.242)=1.81 7.3(0.242)=1.77 4.8(0.242)=1.16 4.4(0.242)=1.06

IMMUNITY 6.6(0.273)=1.80 7.4(0.273)=2.02 6.4(0.273)=1.75 4.9(0.273)=1.34

STRENGTH 7.4(0.206)=1.52 7.7(0.206)=1.59 5.1(0.206)=1.05 4.3(0.206)=0.89

BRAND EQUITY 6.58 7.44 6.07 4.79

HOW DABUR CHYAWANPRASH BUILD ITS BRAND EQUITY?

Identities making up the brand-

Choice of its logo, symbol, slogan, packaging

Marketing Activities

Associations of the brand

REPOSITIONING OF DABUR CHYAWANPRASH

Dabur Chyawanprash, around since its tin-pack inception in 1949, has moved forward in its communication appeal of Zaroorat hai to Sabko zaroorat hai.

In 2007, Dabur undertook a major repositioning exercise.

The brand identified two segments : Adults and Kids as the focal point in the repositioning exercise.

The campaigns were aimed at parents. The consumer insight was that people care about their loved ones than oneself.

REPOSITIONING OF DABUR CHYAWANPRASH

The ads end with the Voice-Over ' Dabur Chyawanprash , Zaroorat hai sabko ' ( meaning - DCP : essential for everyone )

In the new positioning the brand retains the core brand manthra of ' Natural health tonic' but stretches the segments to include adults.

By positioning it to adults does not mean that the brand has lost its sight on kids & old people.

REPOSITIONING OF DABUR CHYAWANPRASH

DCP now stresses on the new set of attributes : health , stress and diabetes.

Dabur launched Chyawanshakthi to take on the stress platform. Chyawansakthi is positioned as a stress reliever and energizer.

DCP also makes the category attractive to diabetic/ diabetic prone consumers by launching Dabur Chyawanprakash.

REPOSITIONING OF DABUR CHYAWANPRASH

Dabur chyawanprash has tapped various target segments like the :

Youth Health Conscious People School Children Mothers Existing Old age group

THANK YOU!!!!--ByPradeep kumar