The brand name Dabur is derived from the words 'Da' for ‘Daktar’ or ‘Doctor’ and 'bur' from Burman. From those humble beginnings, the company has grown into India's leading manufacturer of consumer healthcare, personal care and food products. Over its 125 years of existence, the Dabur brand has stood for goodness through a natural lifestyle. An umbrella name for a variety of products, ranging from hair care to honey, Dabur has consistently ranked among India’s top brands. Its brands are built on the foundation of trust that a Dabur offering will never cause anyone slightest of harm. The trust levels that this brand enjoys are phenomenally high.
Dabur had a turnover of approximately US$ 750 Million (Rs. 3390.9 Crore FY 09-10) & Market Capitalisation of over US$ 3.5 Billion (Rs 15500 Crore), Ner income of : (INR) 425 Crore (2008-09)with brands like Dabur Amla, Dabur Chyawanprash, Vatika, Hajmola and Real. The company has kept an eye on new generations of customers with a range of products that cater to a modern lifestyle, while managing not to alienate earlier generations of loyal customers.
The company's growth rate rose from 10% to 40%
Dabur Foods, a subsidiary of Dabur India is expecting to grow at 25%. Its brands of juices, namely, Real and Active, together make it the market leader in the Fruit Juice Category Value: Mass market value For money
The brand trunaround” why?
Overall slow down in FMCG
To target young india – largest consumer
Modernize old brand equity-“ intangible asset”
Dabur also has reinvented 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
Umbrella brand for juice and other foods; aimed at
up market consumer
Product to be launched is Lemon Juice:
Branded fruit beverage market in India is estimated to be worth Rs. 1,200 crore (nectars, drinks and juices combined) The fruit drink market
Juice accounts 30%,Nectar:10%, Fruit drinks:60%
Pepsi co: Nimbooz has grown 29%
Coca Cola : Minute Maid Nimbu Fresh- pulp based drink
Parle : LMN this has grown 30%
Market size of Lemon Juice in India in Organized sector:
The unpackaged nimbu paani market in India is very large; to put it in perspective, it is twice the size of the total carbonated soft drinks industry.” India’s Parle Agro, the name behind the LMN brand which launched a year ago, has outperformed the market growing 30 per cent. Of the 600m-case juice market, lemon juice drinks have a 44 per cent share.
According to an industry report 120bn litres of beverages are consumed annually in India with 55 per cent of sales of Indian soft drinks during the summer months of March to May, and companies are keen to maximise growth in this season. If next year’s summer is as hot as this one, a nimbu paani drink or three will definitely be in order
1) Primary and secondary market
SEC A and SEC B
* Teens – More experimental
* Youth – Experimental and more buying power
Working People who travels a lot
* Secondary Market
Travel Industry – Airlines, Railways and Local Transport Systems ,Recreational – Movie Theatres, Malls, Amusement Parks, school, collages, hotels, restaurants Market Segmentation:
* Metropolitan Cities, major cities of the states, and towns. * Density of Area: Urban, Semi-urban, Rural.
* Age – 8 and above
* Users perceive Lemon juice as a healthy drink.
* Users drink fruit juice as a refreshing alternative to carbonated drinks. * Users willingly spend on products related to health and lifestyle. Users enjoy Lemon juice not only as a means of healthy life, but as an...