| Case Title |
Repositioning Dabur |
| Case Author(s) |
Ajit Shankar R. N. Sanjib Dutta
|
| University |
ICFAI Center for Management Research, India |
| Abstract |
The case deals with the restructuring initiatives Dabur took in the early 2000s. In order to cater to a wider audience, Dabur decided to reposition itself as an FMCG company with a herbal plank, moving away from its earlier image of an Ayurvedic medicine manufacturer. In order to convey a new vibrancy, the company has adopted new product offerings and new packaging. Dabur's promotional campaigns includes leading Bollywood actors and sportstars. Dabur moved away from an umbrella branding strategy and went in for individual branding. It pruned products which were not aligned with its brand architecture. It also took concerted steps towards geographical expansion to international markets, and within India, focused on regions like southern India, which it had earlier neglected. The company's revenues in 2004-05 reveal that the changes undertaken by the company have started showing results. |
| Available In |
ECCH Case Collection |
| Publisher |
ICFAI Center for Management Research (ICMR) |
| Publisher Case No. |
505-023-1 |
| Distributor(s) |
European Case Clearing House
|
| Pub/Rev Date |
2005 |
| ISBN |
|
| Case Length |
15 pgs |
| Teaching Note |
Yes |
| Pub TN Ref No. |
505-023-8 |
| Pages (TN) |
5 pgs |
| Issues |
Understand why a company moves away from its core platform; strategies adopted by a company to change its core platform; how confusion about a brand sets in the mind of consumer because of the use of the same brand name for diversification into different areas; how a brand is repositioned; how alignment of product, price, promotion and place is brought about; the marketing activities undertaken to rejuvenate a brand; how changes in demographics and psychographics affect an organisation's vision; and how acquisitions can add value to the marketing strategy of a company. |
| Organisation(s) |
Dabur
|
| Countries |
India |
| Industry |
Healthcare & Pharmaceuticals |
| Period Covered |
2001 - 2004 |
| Level |
Postgraduate |
| Links of Interest |
Dabur's Website
|
| Back |