Group 3_Dabur _Marketing Assignment

8/18/2019 Group 3_Dabur _Marketing Assignment

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Dabur India Ltd−AHAAN PANDIT (1527003)

−

CHAITHRA (1527039)− JAFFRE DANIEL (1527009)

−NA!RATA NANDI (15270"")

−!AINA# DE$ (1527015)

%PRANATI &'DHA !I&RA (15270"9)

−RAHA !EHTA (1527021)


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I&I*N AND &TRATEICINTENT

VISION:Health and well being of every household.

STRATEGIC INTENT:∗ Developing a platform to become a global Ayurvedic

leader

∗ Synthesising knowledge of Ayurveda with modernscience to develop natural solutions for meetinghealth and personal care needs

∗ Providing superior value to shareholders than rivals


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C,ari/,n it= ,t=+rbrand/

Compan" Competin #rands

H$% &=a,,% Sunsil&' (o)e'TressemmeHair *i% Clinic Plus

P * G &=a,,% Pantene' %orealAm+a" &in:ar+% Artistr" rane ,-

r,du:t/

Himala"a *ra Car+% Her#al Toot!pasteH+at= :ar+ %C!"a+anpra&as!Hair Car+% Himala"a Hair Oil

,o!nson and ,o!nson *TC Dru/% Paini+r/% T"lenol&in Car+% Neutroena

Nestle F,,d Pr,du:t/% -ai .!una-asala

Colate Palmoli)e *ra Car+% Colate t,,t=a/t+


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Pr,du:t Pat-,rB F,,dPr,du:t/

Product %ines

∗ Pa:a+d Fruit Jui:+/ ($rand Dabur R+a)

∗ R+ad


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Pr,du:t Lin+B Pa:a+d Fruit Jui:+/

(GR+a brand)

∗ Fir/t Laun:=+d in 1997

∗ Has 1/2 mar&et -,,+d b< P+/i./ Tr,i:ana andC,:a C,a./ !inut+ !aid

∗ GR+a 4,t+d a/ a Super#rand in /003405

∗ Jui:+ i/ a Rs 310 crore di)ision -,r Dabur /+:,nd,n< t, Dabur Aa =i:= a/ aun:=+d "7


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$u/in+// ,- Pa:a+d Jui:+/

∗ Pa:a+d -ruit Jui:+/ it=,ut an</


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Pr,du:t &trat+< i/i,n

∗ GT, r,4id+ ar+/t ran+ ,-r+-r+/=in r+/+r4ati4+ -r++ -ruit

b+4+ra+/ -,r t=+ =+at= and +b+in ,- +4+r< =,u/+=,d


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ariant/ (&++ntati,n)

∗ Real Fruit 6uices4 F,r t=+ ,t=+rand :=id (-ai


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au+ *+r+d t, Cu/t,+r

∗ 7Real8 6uice% it=,ut an<r+/+r4ati4+/ ta/t+d u/t i+ +atin

a:tua -ruit∗ Healt! and Nutrition4 -u ,-

4itain/ and in+ra/

∗Variet"% it= 1" 4ariant/ ,- a4,ur/

∗ H"iene ,4+r r,ad/id+ ui:+ /++r/


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Di+r+ntiati,n

∗ N,4+t< in t=+ :,n:+t ,-G-i9olo"% i;+/ ,- di+r+nt -ruit/

(E A+ Carr,t)∗ Pr,,t+/ ui:+/ a/ a /,:ia drin

∗ Cu/t,i8+d drin/ (In:udin t=+

Fruit K ++tab+/ :,n:+t)


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C,+tit,r/

∗ Tr,i:ana -r, P+/i

∗ !inut+ !aid -r, C,:a C,a

∗ A< -r, Par+∗ &a-a -r, !,t=+r Dair<


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Pr,du:t Lin+B R+ad


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$u/in+// ,- C,,in Pa/t+/

∗ C,+/ und+r 7Read" to Coo&8 industr"4 r,:+//+d -,,d=i:= r+uir+/ 4+r< +// additi,na +,rt -,r :,,in

∗ C,,in a/t+ ar+t +/tiat+d at R/ 55%70 :r,r+ r,inat 30M

∗ *+rat+/ in t=+ r+a ,- Gneati)e la#our % T=+ d,+/ti:=+ ,r ,t=+r additi,na =+ t=at d,+/ n,t a+:t t=+ nadi/= in:ud+/ rindin :ru/=in in+r ari: ,r :=,in4++tab+/@

∗ Addin a/aa (/at ++r tur+ri:) and t=+ r,,rti,n,- t=+ a/aa is positi)e la#our' b+:au/+ it i/ t=+ a/aat=at na< i4+/ t=+ ta/t+ t, t=+ di/=

∗ Indian =,u/+i-+ i/ r+u:tant t, r+a:+ t=+ ,/iti4+ ab,ur%b+:au/+ t=at i/ =at +arn/ ar+:iati,n -r, t=+ -ai<

∗ in+r ari: a/t+ d,inat+/ /++nt


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Pr,du:t/

a= Coo&in Pastes4

Value oeredB E;+ri+n:+ ,- t!e same stron distincti)e >a)ourand ar,a ,- -r+/=< r,und in+r ari: and taarind@

#= .!una -asala


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au+ ,+r+d t, Cu/t,+r/

∗ Con)enience% Tar+t+d -,r ,rin,+n and =,u/+i4+/ =, ,ud

i+ t, in:r+a/+ r,du:ti4+ ti+∗ Pr,4id+/ Ta/t+ +n=an:++nt and

-r+/=n+//

∗

(ierentiation: T, retaintraditional Indian tastes ,- r,undand i;+d /i:+/ (Aut=+nti: a4,ur)u/in traditi,na G&i4atta


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C,+tit,r/

∗ E9istin Competitors

∗ Caita F,,d/ Ltd% &it= and J,n+/

:,,in a/t+ in t=+ r+iu/++nt Rai in t=+ idd+ ri:+/++nt

∗

N+/t+B !ai $=una !a/aa∗ R+i,na a


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Pr,du:t Pat-,rB P+r/,naCar+

∗ Tain+ -,r +r/,na :ar+B 7For #eautiful"ou8

∗ Product %ines: Hair :ar+ *ra Car+ &inCar+

∗ Product Strate" )ision :

Hair care : F,r =air t=at /=in+/ it= +at=

Oral Care: *ra :ar+ t=+ natura a<

S&in Care: F,r /,,t= ,in /in


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Hair Car+

/ #rands

∗ (a#ur -,r A


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Dabur Aa% Fa/=iPr,du:t

∗ Lar+/t Hair ,i brand in t=+ :,untr<(2" M ar+t /=ar+)

Value oered to customer

∗ Pr,4id+/ /=in+ and /,-tn+// and

a+/ =air =+at=< -r, in/id+∗ C,ntain/ tru/t+d natura inr+di+nt/

i+ Aa


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C,+tit,r/ ,- Dabur Aa

1@!ari:,./ &=anti Aa2@$aa $ra=i Aa

3@Eai Pu/ Hair *i


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atia Hair *i

∗ Tar+t/ t=+ =i= in:,+ urbanar+t

∗ Pr,du:t tar+t+d t,ard/ t=+


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au+ ,+r+d t, :u/t,+r

∗ GTotal !air care% A /in+ a::,binin b+n+t/ ,- an< natura

r,du:t/∗ GNatural ,+rin Pr,4id+/ natura

inr+di+nt/


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C,+tit,r/ ,- atia Hair*i

1@ $aa a,nd =air ,i

2@ !ari:,./ Para:=ut+

3@ Cini: Pu/


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&=a,,/

∗ Vati&a #rand4 tar+t/ t=+ r+iu/++nt


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C,+tit,r/ ,- atia/=a,,

∗ H'L (&un/i D,4+ Cini: u/ Tr+/++)

∗ P6 (Pant+n+ L,r+a)


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*ra Car+

G*ra Car+ T=+ Natura a


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Di+r+ntiati,n

∗ A r,du:t :,ntainin Indianinredients r,4idin complete

protection -r, ,ra r,b+/∗ !ad+ -r, t=+ rar+ =+rb ,- t=+

-a,u/ OT,,t=bru/= Tr++.

∗

D,+/ n,t :,ntain an< =ar/=:=+i:a/


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N+ Pr,du:t D+4+,+nt

∗ *ra Car+B -out! +as! -,r t=+urban /++nt (,r+ :,n4+ni+nt)


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C,+tit,r/ in *ra Car+

∗ i::, aradanti

∗ Hiaa


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&in Car+

∗ $rand/% uabari (R,/+ at+r) F+$+a:=+/

and '4+da ran+∗ $Veda ran+% Pr,4id+/ at+rnat+ a<

,- b+aut< -,r t=+ ,d+rn ,an


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N+ Pr,du:t D+4+,+nt

∗ &in Car+ ra+ -,r a+/

∗ N+ /in :ar+ in+ it= r,du:t/ i+

:+an/in ,ti,n anti%ain


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Pr,du:t Pat-,rB H+at=Car+

∗ Pr,du:t Lin+/B (iesti)es' Supplements and OTCProducts


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Di+/ti4+/

∗ Ha,a

∗ Ha,a :and<

∗ Pudin Hara∗ An,


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Ha,a

∗ 7Ha6mola &are &!ana complete8

∗ Laun:=+d in ;5B

∗ 90M ,- ar+t /=ar+ -,r di+/ti4+tab+t/

∗ Cand< ai+d at :=idr+n


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N+ar+/t C,+tit,r/

∗ En,

∗ &ad

∗ Pa:=n,∗ Dr !,r++n./ , ,i


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N+ Pr,du:t D+4+,+nt

∗ 7Ha6mola oodle"D4 R+ad< t, drinb+4+ra+ it= +t=ni: a4,ur/


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Dabur C=


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Di+r+ntiati,n

∗ H+at=< -,,d r,du:t it= nutriti,nainr+di+nt/ =i:= /tr+nt=+n/ b,d<

iunit<∗ Pr,t+:t/ -r, +4+r


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Pudin Hara

∗ uic& relief from stomac!ac!e as and indiestion

∗ (ierentiation4 '/+/

natura inr+di+nt Pudina

∗ -ain competitors (iene


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&u++nt/

∗ u:,/+ D

(ierentiationB C,ntain/ nutri+nt//at/ and u:,/+ -,r i4in +n+r< -,r


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Dabur H,n+<

∗ $SP: H+at=< =,n+< =i:= r,4id+/+n+r< and ta/t+

∗Replacement for suar

-ain Competitors

1@$aid=


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A


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Et=i:a H+at= :ar+ r,du:t/

∗ For eneral !ealt!: Stresscom

∗ For lun support: .roncorid'-ad!u)aani

∗ For diesti)e support: Trifol

∗ For cardiac support: %ipistat

∗ For 6oint support: R!eumatil el'

R!eumatil ta#∗ For uterine support: -ensta


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Di+r+ntiati,n ,- t=+ Et=i:a

H+at=:ar+ Pr,du:t/

• T=+ inr+di+nt/ ,- t=+ r,du:t/ ar+

100M a


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PR*D'CT PLATF*R!B

PR*FE&&I*NAL RANE

∗ Ran+ ,- !i!l" dierentiated and+Q:a:i,u/ r,du:t/ /+:ia< -,r t=+r,-+//i,na r,,in ar+t@

∗ T,da


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PR*D'CT LINE&% FACIAL& AND

$LEACHE&

∗ O9"%ife Facial products &:rub/:+an/+r/ Fa:+ a:/

∗

FE- ueenDs Pearl Facialproducts4 C+an/in + !a//a++ !ira:+ ,d+r

∗

FE- Gold Facial products4:+an/in + /:rub/

∗ FE- .od" .leac!4 &ar,n H+rba

and Tur+ri:


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PR*D'CT &TRATE I&I*N

∗ T=+ ain 4i/i,n ,- t=+/+ " r,du:t i/t, +du:at+ ar,r/ ab,ut ,t=+r

a4aiab+ r,du:t/ in t=+ ar+t d,n,t ++t t=i/ n++d@

∗ !ain t=+/+ it/ a4aiab+ t,ar,r/ and /a,n/ a:r,// India


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*;


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N+ Pr,du:t D+4+,+nt in

*;


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FE! 'EEN & PEARLFACIAL% '&P

T=i/ -a:ia it =a/ *

ain, a:id/' =i:= =+ in i=t+nin/,t/ and r+,4in ar/ t, i4+ aa+// +ar =it+ ,@


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FE! *LD FACIAL% '&P

∗ F,ruat+d it= R+a ,d arti:+//+:ia anti%a+in r,+rti+/ and ,t=+r,i/turi8in inr+di+nt/ t=at i4+ a ,n%a/tin ,d+n ,@

∗ T=+ ,n< ran+ in t=+ ar+t t=at =a/Real Gold


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FE! $*D $LEACH% '&P

∗ T=i/ b,d< b+a:= i/ +nri:=+d it= t=+,,dn+// ,- tur+ri: and i,i/turi8+r/@

∗ '/+d -,r


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&TR*N C*!PETIT*R&

∗ L,tu/ H+rba/

∗ LCC &,uti,n/

∗ Eai∗ H'L (A4ian:+)

Pr,du:t Pat-,rB H,+


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Pr,du:t Pat-,rB H,+Car+

Product %ines

∗ Room Fres!ener: *d,ni

∗ -os@uito Repellant : *d,,/∗ Toilet Cleanser: &ani Fr+/=

P d t Li Ai F = G*d i


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Pr,du:t Lin+B Air Fr+/=+n+r/ G*d,ni

brand

∗ *d,ni i/ t=+ ar+/t brand in t=i/ ,rt-,i,@

∗ 20M ,- t=+ ar+t /=ar+ i/ ,::ui+d b<*d,ni

“Mood badalde”


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'&P ,- *d,ni

“!ar+t +ad+r in air -r+/=+n+r/

:at+,r


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C,+tit,r/

∗ Pr+iu

∗ R+:itt $+n:i/+r./ Airi:

∗ Abiur

P d t Li T i t C


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Pr,du:t Lin+B T,i+t C+an/+r

(&ani-r+/=)

“uaranteed germ !ill”

#n,n a/ a t,i+t :+an+r it= t=+ b+/t -raran:+@

Tar+t+d at idd+ :a// =,u/+=,d/ ,,in at :,/t ++:ti4+ /,uti,n/@

Pri:+d +// t=an t=+ :,+ti,n@


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Di+r+ntiati,n ,- &ani Fr+/=

∗ It/ ad4an:+d /=in+ b,,/t+rt+:=n,,< a+/ t=+ t=i: iuid

/ta< ,n+r ,n t=+ :,,d+ /, t=att=+ /=in+ b,,/t+r/ :an ,r =ard+rt, ma&e "our toilet e9traordinar"clean and spar&lin@

∗ Di+r+nt :,n4+ni+nt a:in -,rdi+r+nt u/a+@


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'&P ,- &ani Fr+/=

“uaranteed germ !ill formulacontaining "T"# that helps protect thefamily$s health while leaving the toilet

spar!ling clean and smelling fresh”


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C,+tit,r/

∗ Hari:

∗ D,+;

∗ #ii

Pr,du:t Lin+ !,/uit, R++ant


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Pr,du:t Lin+B !,/uit, R++ant

(*D*!*&)

“%&&' protection from disease causing mos(uitoes) *afeeective anywhere”

• Tar+t+d at Faii+/ ,in ,ut in ,+n ar+a/ !,t=+r/ and

:=idr+n ,in t, ar/ /:=,,/@• T=+< ar+ ar+t +ad+r/ in =,u/+=,d in/+:ti:id+/@


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'&P

“Mar!et leader in its category of personal care creams in household

insecticides”


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C,+tit,r/

∗ !,rt+in ,/uit, r+++nt :,i

∗ A*ut ,/uit, r+++nt

∗ Hit ,/uit, r+++nt /ra


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E;i/tin *4+ra C,+tit,r/ -,r

Dabur

Cateor"

of products

(a#urDs

S!are

-ain

Competitor

sFruit Jui:+ 5>M R+a and

A:ti4+

Tr,i:ana@

Hair ,i C,:,nut

$a/+

@"M atia H'L !ari:,@

&=a,, atia 7@1M H'L and P6@Hair Car+

(,4+ra)

27M H'L P6 and

Hiaa

Group 3_Dabur _Marketing Assignment

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