DABUR HONEY

IMC
Total Mkt 650 cr
Dabur -50%
Total spend so far 150 cr
Dabur Honey sports a new logo and packaging, in line with other
product revamps from the company
The change is in line with revamps of the company's other
products.
The new logo of Dabur Honey features a red 'eye' that the
company refers to as the 'Eye of Good Health'.
 Big Bee’s Health Secret
• Marking the occasion of the revamp, Dabur
India also released an exhaustive compilation
of honey-based recipes on Bachchan's health
secrets, titled 'Big Bee's Secret Honey
Recipes'.
• The book contains multi-cuisine vegetarian
and non-vegetarian honey-based recipes,
authored by chef, Komal Taneja and is priced
at Rs 375.
 'Purity ki Double Guarantee'
• Dabur had earlier complained to the
Advertising Standards Council of India (ASCI)
about Patanjali's advertisement claims on
honey which it thinks contains 'misleading'
and 'unsubtantiated' claims on purity, The
report says Baba Ramdev company has been
pulled by the ad regulator now.
 Pricing 250ml
• Dabur 125
• Patanjali 75
• Zandu 160 [emami]
 Promotion:

• Once the product has been manufactured, priced rightly and is

distributed, the next task of the marketer is to inform potential customer
about the product and persuade them to buy the same.
• The promotion element of marketing mix is concerned with activities that
are undertaken to communicate with both customers and participants in
the channel of distribution such that sales goals are realized.
• There are different promotional activities like
• Advertising,
• Publicity
• Sales promotion,
• trade promotion,
• personal selling etc.
• but one of the most convenient and effective one that most of the
industries uses is the Advertising and Sales Promotion.
 Advertising:
• Dabur has created the huge brand image and
a vast product following by associating mega-
names like Amitabh Bachchan, Rani
Mukhurjee, Vivek Oberoi, Mandira Bedi etc.
• Dabur invested Rs. 150 crore just on the
advertising of Dabur honey”. So far the
company has been successful in this mission
as the people now know the brand and ask for
its products by name
 Sales promotion:
• “An activity designed to boost the sales of a product or
service. It may include an advertising campaign, increased
PR activity, a free-sample campaign, offering free gifts or
trading stamps, arranging demonstrations or exhibitions,
setting up competitions with attractive prizes, temporary
price reductions, door-to-door calling, telemarketing,
personal letters on other methods”.
• More than any other element of the promotional mix, sales
promotion is about “action”. It is about stimulating
customers to buy a product.
• It is not designed to be informative – a role which
advertising is much better suited to.
 SALES PROMOTIONAL TOOLS OF DABUR

• · Price promotions
• · Coupons
• · Gift with purchase
• · Competitions and prizes
• · Point-of-sale displays
• · Free samples
• · Contest /demos
• · Festival Sales
• · Retailer coupons
• · Multi-packs
• · Special price for twos
• · Allowances for additional shelf space
• · Merchandising
• · Awards & prizes
• · Sales Meetings
• · Samples/product sampling
• · Exchange Offers/buyback
• · Price / Bonus Packs
 Latest approach -Digital
• In 2016-17 fiscal, Dabur had spent Rs 646 crore
on advertisement and publicity of its brands
across various media formats such as television,
radio, print and digital, among others.
• Targetting the youth, Burman said millennials are
going to drive strong trends of consumption in
the coming times and therefore increasing focus
on digital marketing, online campaigns and social
media will help the company access them.
 HUL –Public Relations
• Hindustan Unilever has built a water, hygiene and sanitation
community centre in Mumbai, linking the move to government's
Swachh India campaign through its global sustainability agenda.

• The two-storied centre that has toilets, bathrooms, drinking water

dispenser and a laundromat - all using HUL brands such as Rin
Lifebuoy and Domex, took nearly six months to build.

• The members only centre -Suvidha - is located at Azad Nagar, a

formerly landslide-hit slum adjacent to a hill in Ghatkopar, Mumbai
and was made in partnership with Pratha Samajik Sanstha and the
Municipal Corporation of Greater Mumbai.
 Special Events
• Eleven-year-old Praneeth is thrilled to the
core. The St. Alphosas School student has got
an opportunity of a lifetime - he will
accompany the two captains on to the field for
the toss in one of the matches in the much-
awaited ICC Champions Trophy in England.