Negocio'20 Case, 2nd Round

2. ROUND 2
CASE STUDY:
Inception of a Brand
in
The New Normal

3. Contents
The Company 4
The Product 5
Challenge 6
Instruction 7
Marks distribution 8

4. The Company
‘Dabur’, a brand that most people undeniably associate with being trustworthy,
reliable and of superior quality. Since the inception of the Company in 1884, their
strategy over the past 136 years has been based on nutritious products that
contribute to health and well-being of the consumers. This is what makes Dabur, the
largest Ayurveda and Natural Healthcare company around the globe.
The operation of Dabur Bangladesh was initiated in 2006 aiming to market the widely
accepted brands of the company. These were previously marketed by sole
distributors. Eventually, the company has successfully become a household choice
for their renowned brands: Dabur Honey –No.1 Honey Brand in the world, Dabur Amla
Hair Oil, Vatika Hair Oil, Odomos, Odonil, Hajmola, Glucose - D etc. The company is
currently operating in 6 categories (hair care, oral care, home care, health care, skin
care, and food) with 20+ products and 60+ SKUs readily available to the mass
through their vast network of distributors.
However, in recent times, the growing demand for hygiene products amidst the
pandemic has shifted the perception of the company. Dabur feels it is imperative that
they start penetrating the hygiene market of Bangladesh. Experts believe that health
& hygiene products will continue to be highly valued for the next few years and will
be a dominant segment of the FMCG industry.
The management of Dabur approached the executive team and has asked them for
their insights on the products they should introduce to penetrate the hygiene market.
At the initial stage, based on demand instinct they decided to tap the market with
liquid hand-wash and hand-sanitizer under their hygiene category Dabur Sanitize, and
quickly moved with the operational proceedings with the pandemic in mind.

5. The Product
The research team has done a tremendous job within
a short period of time. They have successfully
calculated the price point at which the product will
be affordable for the mass consumers to start using
it regularly. The product (170mL) will be sold at BDT
45 to consumers.
The operations team has also managed to ensure
99.99% efficiency in their liquid soap, which is the
highest standard in the industry. They have also
added value to the product by providing Coconut Milk
benefits to it which is not done by any brand in this
product category in the market currently.
However, the executive team feels that their work is far from getting done. Despite
being the most affordable with the highest efficiency and added benefits, it is
challenging for any new entrant to gain a position in a mature market.
The marketing team has been conducting several gatherings both remotely and in-
person to discuss how they can grow their market share and set a growth strategy
for Dabur Sanitize. While considering factors, they also have to reckon that the
current pandemic has limited the branding team to run top of the mind awareness
campaigns throughout the country along with other impediments.
The branding team believes that apart from media investment that includes TV,
Press Release, and social media, they have to heavily depend on the traditional
offline advertising and online campaigns to reach the mass population in
Bangladesh and support the sales team to generate enough sales to sustain their
business.

6. Challenge
Now that you have ideated a proposal of activities surrounding the SOSTAC model,
the Marketing team prefers that you validate your activities. Please note that, you are
given a budget of BDT 800,000 which you have to spend, to create and implement a
marketing plan for Dabur Sanitize.
In this round, you have to -
● Create a brand personality of your product.
● Address the new normal & generate ideas for marketing campaigns to reach
the maximum people in your target group.
● Replicate your ideas into mockups for the activities to be implemented in
digital platforms for your campaigns.
● Create an OVC/TVC that must be unique and aligned with the personality you
proposed to build for the brand. The content should not be more than 30
seconds and must be attached with the mentioned instructions of the round.
Note that you don’t have to include TVC/OVC airing cost in the overall budget.
You are free to explore and add more different ideas at this stage which you probably
have not stated in the proposal of the first round. But you will have to mention in
your presentation about the changes you made and justify accordingly. Your branding
concept, plan, and ways of implementation will be adjudicated by our judges.

7. Instruction
1. Participants are requested to read the case thoroughly and provide a justified
solution. External research is welcome.
2. No plagiarism will be tolerated and will be treated with a permanent ban.
3. The solution has to be submitted in PPT or PPTx Format. You will also need to submit
a PDF of the same file. The solution will not be accepted without any of the files.
Remember to embed the fonts while saving your slides.
4. You need to name both the submitted file as: “Team Name_Round2_Negocio”. Your
submission will not be accepted otherwise.
5. You need to write the Subject of email as “Team Name_Round1_Negocio”.
6. The email must be sent from one of the registered emails of the team members.
Otherwise, the solution will not be accepted.
7. The first slide must contain the logo of our sponsor, Negocio, Communic, and the
logo/name of your team.
8. Implementation of ideas for Digital Campaigns can be done through any platform of
your liking. Snippets of which needs to be attached to the submitting file.
9. The OVC / TVC must be in MP4 format and should have a widescreen
aspect(landscape). You can upload the file in Google Drive and share the link while
submitting other files in email.
10. Mentioning your university name anywhere in the slides will disqualify the team.
11. You need to send your submission at negocio.communic1@gmail.com
12. The Deadline for Submission of Round 2 is August 6, 11:59 PM,
13. The presentation of Round 2 will be on 7 August. Time and details will be shared on
event page and mailed to respective team leaders.

8. 14. Each team will be given 10 minutes to present their solution and their TVC will be
played in front of judges after the presentation.
15. Communic reserves the right to publish & distribute the slides to relevant parties.
16. Communic reserves the right to make any change before, during or after the
competition.
Marks distribution
Correlation between your Big Idea from SOSTAC and marketing
plan
10
Brand Personality 10
Creativity and effectiveness of mockups 10
Marketing Channel Utilization and its Justification 10
Roadmap 10
Campaign metrics (KPI) 5
Resource Allocation (Budget) 10
TVC/OVC 20
Presentation 15