With brands like Dabur Vatika, Hajmola & Real under its belt, this one has a lot to live up to... 
Remember that non-glamorous face in the ‘Ghane mulayam kale baal... Dabur Amla Kesh Teil’ advertisement? Then how gradually, the ads gained greater charisma by roping in celebrities like Juhi Chawla and Karishma Kapoor, followed more recently with the likes of Rani Mukherjee. Similar is the story of Brand Dabur and its gradual revamp from a staid brand to a vibrant one today. The catalyst: Careful restructuring of the whole operational structure of the company and doing away with its umbrella brand strategy. During the second half of 2006, the brand judiciously turned its focus to individual product branding. Sunil Duggal, CEO, Dabur India explains: “We had realised that consumers found it difficult to distinguish Dabur as a corporate brand and as a master brand. So we decided to embark on a brand recast to identify brands based on their product properties.”
For Complete IIPM Article, Click on IIPM Article
Remember that non-glamorous face in the ‘Ghane mulayam kale baal... Dabur Amla Kesh Teil’ advertisement? Then how gradually, the ads gained greater charisma by roping in celebrities like Juhi Chawla and Karishma Kapoor, followed more recently with the likes of Rani Mukherjee. Similar is the story of Brand Dabur and its gradual revamp from a staid brand to a vibrant one today. The catalyst: Careful restructuring of the whole operational structure of the company and doing away with its umbrella brand strategy. During the second half of 2006, the brand judiciously turned its focus to individual product branding. Sunil Duggal, CEO, Dabur India explains: “We had realised that consumers found it difficult to distinguish Dabur as a corporate brand and as a master brand. So we decided to embark on a brand recast to identify brands based on their product properties.”
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2007
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative
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