Dabur Brand Revie

The brand c all told in Dabur is derived from the words Da for Daktar or Doctor and bur from Burman. From those humble beginnings, the company has liberal into Indias leading manufacturer of consumer healthc atomic number 18, personal despatchn 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 Indias 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) international ampere trade 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 ge nerations of customers with a range of products that cater to a modern lifestyle, while managing not to alienate earlier generations of loyal customers. The companys 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 foodstuff leader in the Fruit Juice Category Value Mass merchandise value For notes The brand trunaround why? Overall slow down in FMCG Stiff competition To maneuver young india largest consumer Modernize old brand equity- intangible plus Dabur also has reinvented the mother logo Enter new category innovate offerings Repositioning as FMCG company Moved away from Umbrella branding scheme Retaining Dabur as corporate brand identity Daburs New Brand Architecture 5 Power Brands Umbrella brand for juice and other foods aimed at p market consumer Product to be launched is rotter Juice Branded fruit beverage market in India is estimated to be worth Rs. 1,200 crore (nectars, fuddles and juices combined)The fruit drink market Juice accounts 30%,Nectar10%, Fruit drinks60% COMPETITIVE ANALYSIS Pepsi co Nimbooz has grown 29% Coca Cola Minute maiden Nimbu Fresh- pulp based drink Parle LMN this has grown 30% marketplace 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. Indias 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 abutting years summer is as hot as this one, a nimbu paani drink or three will definit ely be in sanctify Target market 1) Primary and secondary market SEC A and SEC B * Recreational * Fitness * Health Lifestyle * Sports Primary Market * Teens More experimental * Youth Experimental and more buying power Working People who travels a lot * Secondary Market 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. Climate Tropical * days 8 and above * Users perceive Lemon juice as a red-blooded drink. * Users drink fruit juice as a refreshing pick 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 intrinsically enjoyable Marketing strategy of Dabur Dabur should reinforce the authentic homemade taste through aggressive ma rketing campaigns and have well-tried to appeal to the increasingly health-conscious Indian consumer by making them without artificial ingredients. Product Type lomon Juice Features Lemon Juice is a 100 percent Lemon juice which will be produced and marketed by the Dabur ltd. Brand Name Lemon Juice Product Life Cycle Our product lie in fundament period Low sales * High costs per customer * Negative profits * Innovator customers * Few competitors Objective to create awareness and trial * wisecrack a basic product * Price at cost-plus * Selective distribution * Awareness dealers and early adopters * Induce trial via heavy sales advance * Place Distribution Channel Product location availability Modes of theodolite * Pricing Provide Lucrative discounts, deals and schemes Adopt sales oriented objective commence one price policy emailprotected 8 Rs/ 200Ml * Promotion Promotional Tactics Provide free samples in the market for the brand awareness AdvertisingTo our target audience by using the message showing a glass full of Lemon juice Drink this much both day draw up promotional strategy with PVR, In film advertising wizard Honda gun Honda Motors Limited, based in Delhi, India is a joint venture among the Hero Group of India and Honda of Japan23 It has been referred to as the worlds biggest manufacturer of 2-wheeled motorized vehicles since 2001, when it produced 1. 3 one million million million motorbikes in a single year. During the fiscal year 2008-09, the company has sold 3. 28 million bikes and the net profit of the company stood at Rs. 1281. 7 crore, up 32% from the previous fiscal year. verification needed3 Hero Honda has been the largest two wheeler company in the world for nine consecutive years. The company had a market share of 41. 35% in the year 2008-2009 and over a 25 year distich it has crossed the 15 million unit burlstone. Hero Honda sells more two wheelers than the second, third and fourth placed two-wheeler companies put together. 4 The companys most popular model is the Hero Honda Splendor, which is the worlds largest-selling motorcycle, selling more than one million units per year Hero is the brand name used by the Munjal brothers for their flagship company Hero Cycles Ltd.A joint venture between the Hero Group and Honda Motor Company was established in 1984 as the Hero Honda company,India. During the 1980s, the company introduced motorcycles that were popular in India for their fuel economy and low cost. A popular advertising campaign based on the slogan Fill it Shut it Forget it that emphasised the motorcycles fuel efficiency helped the company grow at a double-digit pace since inception. Hero Honda has three manufacturing facilities based at Dharuhera and Gurgaon in Haryana and at Haridwar in Uttarakhand.These plants together are capable of churning out 3. 9 million bikes per year. citation needed Hero Hondas has a large sales and service network with over 3,000 dealerships and service points across Ind ia. Hero Hondas customer loyalty program,clarification needed the Hero Honda notch Program, claims to be one of the largest programs of its kind in the world with over 3 million members Launch of New Prodcut Honda draw A three Wheeler Cart will be a . 75 ton truck in the commercial vehicle segment which is dominated by large trucks. It can be called Indias next generation mini truck .The sub one ton loads were transported by the three wheeler goods carriers. Although the quality and performance of these three wheelers are less than desirable there was still huge demand for these vehicles. It is this market where TATA iodin is the only leading competitor . It is the transportation at the last mile market that Ace has captured. Honda Cart will have all the qualities of a winner. It will be cute, the engine would be good interms of mileage and performance, the comfort mover can very much there and more over it is a Truck and not an Auto.Priced competitively at 2. 00 lakh to 2. 20 lakh, which is below Ace is a value proposition that no one can refuse. The brand will launched at a point where there was a need for transportation of good speedily and conveniently and in a cost effective manner. Need for the Honda Cart Honda Cart will be cost-effective means for topical anesthetic transport of small cargo in the long run. Previously, customers had to incur additional charges by renting vehicles with a much larger payload for small cargo movements. Due to pradhan mantri gramin sadak yojana , Road onnectivity is expected to greatly improve in rural areas ?It is envisaged that higher tonnages vehicles will be not allowed in cities ?In both the cases, all last mile distributing will be covered by large vehicles ?The exciting production in this category is cumbersome , coupled with safety, pollution amp comfort etc.. issues Market Research To understand the potential customer better. It found that there were two types of customers for Honda Cart cost sensitive cust omers, and others who valued return on investment (ROI).The company targeted ROI customers who were willing to pay a higher price but wanted low operating costs. Comparative analysis The Honda Cart would stomach excellent economy with oil change required only for every 10,000 km when compared to three wheelers which required it for every 2,500 km. Evne TATA ACE required at every 9,000KM. The vehicle traveled at a top speed of 70 km per hour and had a mileage of 20 km per liter with a high payload capacity in compare to TATA ACE which has speed of 65 km per hour and 18km per liter as mileage. This enabled the owners to make more trips in less time.Bajaj Auto, Force Motors, Eicher, Piaggio and Ashok Leyland are very much on their way to entering the one-ton four-wheeler space. The official further added, Players like Eicher and Swaraj Mazda, which are already usher in the 1. 5-ton truck space, will now shift their focus to one ton. Product Honda Cart. PLC- Entry stage. Brand Name Honda Cart Price 2. 00Lakh-2. 20Lakhs Place stratum II and III cities. Rural and semi urban. Promotion The company could offer a range of additional accessories such as vehicle protection system, medicinal drug systems and even Ganesha idols.Apart from the hygiene quality Honda will also look at the aspects of delight and value enhancers * Giving one Honda cart in free in large villages and in big town give one Honda cart per free per 5 km sq feet area to goods carrier * Reduce pollutants as compared to 3 wheeler from 21 % to 40% Market scenario TATA ACE has captured 65% of the small commercial vechile segment Target Segment The target segment are those who want to upgrade from these three wheelers and one who carry/ upload tons of goods