Category Attractiveness On FMCG

FMCG

Top Fmcg Companies in INDIA

• Hindustan Unilever• ITC• Nestle India• Amul• Dabur• Asian Paints• Cadbury• Britania Industries

Market share

Dabur

- Dabur is the 4th largest FMCG company in india- Revenue of Rs 3416 crores- Market capitalization of 1600 crores- Building on legacy of quality & experience

over 125 years- Leading consumer goods company in India

with a turnover of Rs. 2834.11 Crore (FY09)

Technological Factors

• Dabur has 17 ultra modern manufacturing units spread around the globe

• Has presence in over 60 countries

Three Major Strategic Units

1. Consumer care division2. Consumer health division3. International business division

• Consumer Care Division (CCD) Adresses consumer needs across the entire FMCG spectrum through four distinct business portfolios of Personal Care, Health Care, Home Care & Foods

Master brands

• Dabur - Ayurvedic healthcare products• Vatika - Premium hair care• Hajmola - Tasty digestives• Réal - Fruit juices & beverages• Fem - Fairness bleaches & skin care products

• Consumer Health Division (CHD) offers a range of classical Ayurvedic medicines and Ayurvedic OTC products that deliver the age-old benefits of Ayurveda in modern ready-to-use formats

Example:Largest selling Ayurvedic medicine with over

65% of market share

• International Business Division (IBD) caters to the health and personal care needs of customers across different international markets, spanning the Middle East, North & West Africa, EU and the US with its brands Dabur & Vatika

Dabur Chyawanprash Product life cycle

• Over a period of time Dabur Chyawanprash began to face tough competition not from other chyawanprash marketers but from health food drinks market .

• Infact the generic competition was hurting DCP more than the brand competition.

• The health food drinks like Horlicks, Bournvita, Complan etc appealed more to kids than the Chyawanprash.

• In 2007, Dabur undertook a major repositioning exercise for this Rs 150 cr0re flagship brand. The purpose of repositioning was to :1. Stretch the market for Chyawanprash2. Make the brand more contemporary3. Reinforce new set of attributes.

CATEGORY ATTRACTIVENESS

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

• Chyawanprakash is targeting the high density of diabetic patients in our country which makes a highly lucrative market.

• To take on the competition from the health food drink market, Dabur is planning a foray into the HFD market with a new brand.

The brand identified two segments :

• Adults and Kids as the focal point in the repositioning exercise.

• The entire campaign was based on the theme of 'role reversal '. The ads featured the brand ambassador Amitabh Bachchan asking the audience to understand the challenges of being a kid, a father and a mother.

• The campaign involves mother taking the role of a kid, father and son taking the role of a mother and thus understanding the physical and metal exertions involved in each role.

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

Conclusion