Repositioning Dabur

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Case Details:


Case Code : MKTG099 For delivery in electronic format: Rs. 400;
For delivery through courier (within India): Rs. 400 + Shipping & Handling Charges extra


Case Length : 17 Pages
Period : 2001-2004
Pub Date : 2005
Teaching Note : Available
Organization : Dabur
Industry : FMCG
Countries : India


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.

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

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.


The case is designed to help the students to:

• Understand why a company moves away from its core platform.

• Understand the strategies adopted by a company to change its core platform.

• Understand how confusion about a brand sets in in the mind of consumer because of the use of the same brand name for diversification into different areas.

• Understand how a brand is repositioned.

• Understand how alignment of product, price, promotion and place is brought about.

• Understand the marketing activities undertaken to rejuvenate a brand.

• Understand how changes in demographics and psychographics affect an organisation's vision.

• Understand how acquisitions can add value to the marketing strategy of a company.


  Page No.
Introduction 1
Background Note 1
The Restructuring Exercise 3
Outlook 8
Exhibits 11


Dabur, Brand Repositioning, Brand Architecture, Brand Equity, Umbrella Branding, Brand Management, 4Ps of Marketing, FMCG Industry, Vision, Strategic Intent, Core Values, Vatika, Anmol, Real and Hajmola.

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