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Dabur must push Chyawan junior in rural markets as well
Though they command tremendous respect from partners & competitors alike for their exceptional business strategies & formidable branding, the world acknowledges that Pepsi & Coca Cola are not entirely unbeatable. In India, Dabur is one of the companies that seems intent on proving the same. A decade back, Dabur ventured into the food & beverages segment, which has the potential of being a market worth Rs.1.35 trillion by 2015 (according to Rabo Indian Finance). Today, with massive penetration and aggressive pricing, Dabur’s Real has stolen the show in juices, giving sleepless nights to the global giants in India.
The exuberant mood on the success of juices is evident as Sunil Duggal, CEO, Dabur India Ltd., affirms, “We will continue to build the growth drivers aggressively & capture the opportunities as the food market evolves and changes.” Now, the latest is that the company is testing the waters in the malted drink market (currently led by Horlicks from GlaxoSmithkline), which is extrapolated by Rabo India Finance to reach an exorbitant Rs.75 billion by 2015 from Rs.30 billion in 2006. A spokesperson for Dabur quoted to B&E, “The food market is evolving & launching a malted drink is a part of our strategy to respond to such change. We believe this is the best time to launch such a product.” Dabur, which is known to cash in on its ayurvedic flank, has coined the new product as Chyawan Junior, which will be based on the Chyawanprash, albeit in chocolate flavour.
Slow and steady has always been the success mantra for Dabur and unlike MNCs, this home grown giant never believed in investing big initially. So in the preliminary stage, Dabur will not roll out Chyawan Junior across India immediately; it will be available in selected metros. The company will have the edge of its Rs 1.4 billion proposed retail venture, as these will be health & beauty stores. Agrees the company spokesperson, “Our retail stores will be at places where we can introduce our new products.” With definite conviction, a limited penetration helps to gauge the market reaction, but Dabur might soon want to extend product presence in rural areas, where they already have strong presence. Aggression does have its advantages, as the cola majors would agree!
Edit bureau: Angshuman Paul
For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam Chaudhuri (Renowned Management Guru and Economist).
Read these article :-
B-schooled in India, Placed Abroad (Print Version)
IIPM in Financial times (Print Version)
IIPM makes business education truly global (Print Version)
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IIPM Campus
ZEE BUSINESS BEST B SCHOOL SURVEY
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Dabur must push Chyawan junior in rural markets as well
Though they command tremendous respect from partners & competitors alike for their exceptional business strategies & formidable branding, the world acknowledges that Pepsi & Coca Cola are not entirely unbeatable. In India, Dabur is one of the companies that seems intent on proving the same. A decade back, Dabur ventured into the food & beverages segment, which has the potential of being a market worth Rs.1.35 trillion by 2015 (according to Rabo Indian Finance). Today, with massive penetration and aggressive pricing, Dabur’s Real has stolen the show in juices, giving sleepless nights to the global giants in India.The exuberant mood on the success of juices is evident as Sunil Duggal, CEO, Dabur India Ltd., affirms, “We will continue to build the growth drivers aggressively & capture the opportunities as the food market evolves and changes.” Now, the latest is that the company is testing the waters in the malted drink market (currently led by Horlicks from GlaxoSmithkline), which is extrapolated by Rabo India Finance to reach an exorbitant Rs.75 billion by 2015 from Rs.30 billion in 2006. A spokesperson for Dabur quoted to B&E, “The food market is evolving & launching a malted drink is a part of our strategy to respond to such change. We believe this is the best time to launch such a product.” Dabur, which is known to cash in on its ayurvedic flank, has coined the new product as Chyawan Junior, which will be based on the Chyawanprash, albeit in chocolate flavour.
Slow and steady has always been the success mantra for Dabur and unlike MNCs, this home grown giant never believed in investing big initially. So in the preliminary stage, Dabur will not roll out Chyawan Junior across India immediately; it will be available in selected metros. The company will have the edge of its Rs 1.4 billion proposed retail venture, as these will be health & beauty stores. Agrees the company spokesperson, “Our retail stores will be at places where we can introduce our new products.” With definite conviction, a limited penetration helps to gauge the market reaction, but Dabur might soon want to extend product presence in rural areas, where they already have strong presence. Aggression does have its advantages, as the cola majors would agree!
Edit bureau: Angshuman Paul
For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam Chaudhuri (Renowned Management Guru and Economist).
Read these article :-
B-schooled in India, Placed Abroad (Print Version)
IIPM in Financial times (Print Version)
IIPM makes business education truly global (Print Version)
The Indian Institute of Planning and Management (IIPM)
IIPM Campus
ZEE BUSINESS BEST B SCHOOL SURVEY
For More IIPM Info, Visit below mentioned IIPM articles.
1500-plus IIPM students placed across the country with 44 bagging international offers
IIPM set to beat economic slowdown
IIPM, GURGAON
IIPM - Admission Procedure
IIPM awards four Bengali novelists
The Hindu : Education Plus : Honour for IIPM
IIPM ranked No.1 B-School in India, Management News - By ...
IIPM Ranked No1 B-School in India
Moneycontrol >> News >> Press- News >> IIPM ranked No1 B-School in ...
» IIPM ranked No1 B-School in India :: Education, Careers ...
The Hindu Business Line : IIPM placements hit a high of over 2000 jobs
Deccan Herald - IIPM ranked as top B-School in India
India eNews - IIPM Ranked No1 B-School in India
IIPM Delhi - Indian Institute of Planning and Management New Delhi ...
domain-b.com : IIPM ranked ahead of IIMs
IIPM makes business education truly global-Education-The Times of ...
