Business Case Studies, Positioning, Repositioning, Reverse Positioning Strategies Case Study, Mahindra & Mahindra, Positioning Strategies

print page
Tell A Friend
Bookmark
 

Case Categories

Positioning, Repositioning, Reverse Positioning Strategies Case Study

Case Title:

Indian FMCG Player Dabur: Repositioning its 'Real Activ'

Publication Year : 2010

Authors: S Korra, B Gopal and A Syed

Industry: Food, Diary and Agriculture Products

Region:India

Case Code: POS0039IRC

Teaching Note: Not Available

Structured Assignment: Not Available

Buy This Case Study
OR





Abstract:
Dabur India Limited is the fourth largest FMCG (fast moving consumer goods) company operating in India with a turnover of 5,322.9 million rupees as at 30 September 2008. It operates under three business categories namely the consumer care division, consumer health care division and Dabur Foods Limited (in July 2007, Dabur announced the demerger of Dabur Foods Limited with DIL). The company's products are based on traditional medicine - 'ayurveda'. Dabur's flagship brand Real fruit juice was launched in 1996 and the brand carved out a niche for itself amid mainstream players like Coca-Cola, Pepsi, Godrej, and Parle Agro by claiming to be the only fruit juice in packaged form that is 100% preservative free. Since 2005, there has been an increasing heath consciousness among consumers for foods and beverages. Sensing this opportunity, Dabur repositioned its Real Activ as a health drink instead of fruit juice. This repositioning also meant that Real Activ would stop being a mass juice brand and cater to a niche market that accepts a premium health drink. The case deals with the dilemma as to whether the repositioning would help Dabur shed its mass marketing tag. The case also highlights the sustenance of repositioning Real Activ in the long run.

Pedagogical Objectives:

  • To food and health market scenario in India.
  • To Dabur's growth as an FMCG company.
  • To strategies employed by Dabur in repositioning its healthy fruit juice, Real Activ.

Keywords :  Financial crisis, Capital adequacy ratio (CAR), World Trade Organisation (WTO), Retail banking, Soviet Union (USSR), Non-performing loan (NPL), Sberbank, Vneshtorgbank, Financial soundness, Credits to households, Inorganic growth, Expansion strategy, Gene

Recently Bought Case Studies

    Recently Bought Case Studies
advertisement

    Executive Interviews

  • David ConklinDavid Conklin

    David Conklin, is a professor at the Richard Ivey School of Business
    Speaks on Government and Business
  • Lord Meghnad DesaiLord Meghnad Desai

    Lord Meghnad Desai, is an Indian-born British economist and Labor politician
    Speaks on Government and Business
  • Vijay GovindarajanVijay Govindarajan

    Vijay Govindarajan, is widely regarded as one of the world’s leading experts on strategy and innovation
    Speaks on Reverse Innovation
  • View All Executive Interviews»







Contact us: IBS Case Development Centre, Survey No. 156/157, Dontanapalli Village, Shankerpalli Mandal, Ranga Reddy District, Hyderabad-501504, Andhra Pradesh, INDIA, Phone: 08147-236660/61/62/72, Fax: 08147-236653,E-mail: casehelpdesk@ibsindia.org

©2003-2013 IBS Case Development Centre. All rights reserved. | Careers | Privacy Policy | Terms of Use | Disclosure | Site Map xml sitemap