Analysis of Case Study Repositioning Dabur
Dabur India Ltd. was ranked amongst the top four Fast Moving Consumer Goods Company in India (ICMR, 2005). Even though, the company had continues to increase sales over the years, its positioning was not clear in the minds of its consumers. The challenge on hand was to reposition the brand so that its brand architecture could be aligned with its brand equity (IMCR, 2005).
Dabur was positioned as an umbrella brand and focused on corporate or umbrella branding more. Leaving this strategy behind,...