Dabur Targets B-Schools To Launch New Products
Monday, October 12, 2015
Mumbai, October 12th, 2015: B-School campuses have usually been hunting grounds for young talent. But home-grown consumer products maker Dabur India Ltd is now heading to B-Schools with a whole new game plan: To use these campuses as the launch pad for new products. In a first of its kind initiative, Dabur India Ltd today announced its entry into the Jasmine Hair Oil category with the launch of Vatika Jasmine Non-Sticky Coconut Hair Oil inside the Narsee Monjee Institute of Management Studies campus.
“Christened Campus DREAMS (Dabur Reach-out for Engagement & Awareness in Marketing and Sales), this initiative serve the twin purpose of better reaching out to both potential employees as well as potential Â Gen-Y consumers. This is as part of Dabur’s strategy to become Future Ready and is just the first of the several new initiatives that we planning with B-School students,” said Dabur India Ltd Executive Director-HR Mr. V. Krishnan.
This new B-School campus initiative, Mr. Krishnan said, seeks to give the students a flavour of the life at Dabur through a Live product launch. “It’s educative in nature because the students will get to experience in 3 hours the four pillars of marketing that they learn in 6 months in a classroom. We are giving the B-school students a 360-degree view of a new product launch, right from Market Research to studying Consumer Insights, from developing Sales Pitch to carving out Category Details and also Creative Development, from preparing the creative brief to developing the final campaign idea. It would act as a forum where the management students, who are also our potential consumers or employees, would get to interact with young Dabur professionals, some of whom could be their alumni. With this, they would be able to relate all the theory taught in marketing classes with the practical aspects of what goes behind the launch of a new product. In a nutshell, it will bring the students closer to practicality and bring Dabur closer to its potential employees & consumers,” he added.
Dabur’s Campus DREAMS initiative is a move forward in the Company’s plans to become Future Ready, not just with its products, but also with its communications, the way it reaches out to consumers and future employees. Attracting Young Talent is a key pillar of this strategy. Under this strategy, Dabur has created a Youth Committee (Y-Com) on the lines of Management Committee of an organisation. Only, that this committee is composed of the youngest members of the marketing team at Dabur and their brief is to screen and clear all new advertisings and new product development with their youth lens on. They also organise regular interactions with campuses and college students to better understand the needs and aspirations of Gen Y .
Announcing the launch of Vatika Jasmine Non-Sticky Coconut hair Oil, Dabur India Ltd. Category Head–Hair Oils Mr Rajat Nanda said the product, developed after extensive research, provides nourishment of coconut oil, jasmine extracts & is enriched with Silicon Oils that helps restore moisture balance in your hair and give smooth, manageable less frizzy hair. “Frizz is one of the very common hair problems faced by today’s consumers. With this consumer understanding we have launched Vatika Jasmine Non-Sticky Coconut Hair Oil which would help control the unmanageability problem i.e. frizzy hair. Launch of Vatika Jasmine further strengthens the problem solution proposition of brand Vatika,” Mr. Nanda said.
For Details :
Mr. Byas Anand Corporate Communications Dabur India Limited PH:- 0120-3982000, 3001000 extn 2101/2508 Fax: 0120-4374935 Email:firstname.lastname@example.org