Insights Project – Understanding GenZ and Implications for Dabur

Project 1 – Ayurveda Perceptions

 Brief Appreciation
Category and Brand :

Dabur is a 136 yr old ayurvedic company, which is predominantly known as a 'trustworthy', 'Ayurvedic' brand, which is known to be 'expert' in
ayurvedic products relevnt to its consumers for several decades. It has presence across multiple categories- Personal Care, Healthcare (including
OTC), Health supplements, Foods& beverages, Home care. Dabur also has vast ethicals business where it engages with thousands of Ayurvedic and
Allopathic Doctors.
Dabur wants to understand how does Ayurveda as a proposition and Dabur as a brand resonate with young India, especially Gen Z and if there is
something it needs to do to make itself future ready and cater to the aspirations of the youth of this country.

Business Objective

Take inspiration from Gen Z outlook and make Dabur and Ayurveda future ready

Marketing Objective behind the Activity

To build relevance and contemporarize Ayurveda amongst the Gen Z consumers

Expected Outputs

Students can go through secondary research, familiarize themselves about Ayurveda, current products, prices, aspects, category sizes etc.
Students can conduct primary research among their peer group - where they discuss with them, get some short questionnaires filled on these
questions.
Students can make collages, print ads, drawings, pack designs - to further help visualize their thoughts, outputs in their final presentation
Project Steps
• Connect with some peers and understand qualitatively to understand:
• Top concerns
• What are they most optimistic about / pessimistic about
• Where is health in the concern areas – physical / mental health
• How are they addressing these concerns – are their any products / services they are using
• Where does Ayurveda fit in and what brands they are aware of
• Quantify through a structured questionnaire (ideally 30 respondents) We can have a review meet at this stage
• Attitude towards Ayurveda
• Ayurveda is not scientific / Ayurveda is slow to act / Ayurveda is efficient
• What brands are they aware of (spontaneous/ aided), tried, currently using
• Dabur, Patanjali, Himalaya, Kama Ayurveda, Kapiva, Zandu, Baidyanath, Any Other
• What exact product are they using – how satisfied are they with their current product
• Where did they come to know of their current brand (TV, peers, parents)
• Overall opinion of these brands – efficacy, relevance etc.
• Opinion of Dabur
• What is good about Dabur / What they don’t like about Dabur (Open ended)
• If they were to make Dabur more relevant, what would they do (Qualitative)
We can have a follow up review meet at this stage
• Taking inspiration from the responses, construct a Dabur Gen Z World
• Pack shots, graphics, models, etc.
Project 2 – Hair Oil for Gen Z
 Brief Appreciation
Category and Brand :

Dabur is a 136 yr old ayurvedic company, which is predominantly known as a 'trustworthy', 'Ayurvedic' brand, which is known to be 'expert' in ayurvedic
products relevnt to its consumers for several decades. It has presence across multiple categories- Personal Care, Healthcare (including OTC), Health
supplements, Foods& beverages, Home care. Dabur also has vast ethicals business where it engages with thousands of Ayurvedic and Allopathic Doctors.
Dabur wants to understand how does Ayurveda as a proposition and Dabur as a brand resonate with young India, especially Gen Z and if there is something it
needs to do to make itself future ready and cater to the aspirations of the youth of this country.
Specifically, while Dabur is known as an Ayurvedic, Health company, Dabur also is present in many beauty categories like Hair Oils, Shampoo, Bleaches, Rose
Water etc.In Hair Care, Dabur is present with brands like Dabur Amla, Vatika Shampoo, Anmol etc. Dabur wants to understand relevance of hair oiling in Gen
Z and ideal hair oil for them

Business Objective

Offer relevant hair oiling / hair care solution for Gen Z

Marketing Objective behind the Activity

To make hair oiling and especially Dabur brands relevant for Gen Z

Expected Outputs

Students can go through secondary research, familiarize themselves about Ayurveda, hair care needs, current products, prices, aspects, category sizes etc.
Students can conduct primary research among their peer group - where they discuss with them, get some short questionnaires filled on these questions.
Students can make collages, print ads, drawings, pack designs - to further help visualize their thoughts, outputs in their final presentation
Project Steps
• Connect with some peers and understand qualitatively to understand:
• Top concerns with respect to hair/ definition of beautiful hair
• Where does it fall in the beauty space – how much time, effort they put into it
• Motivations for good hair
• What needs are still not being met by the current products
• Quantify through a structured questionnaire (ideally 30 respondents) We can have a review meet at this stage
• Attitude towards Hair Care – very important, indifferent, etc
• How do they rate their hair
• What kind of solutions are they using – hair oil, shampoo, conditioner, colour, salon etc.
• What is their current regimen of hair oiling – daily, weekly, pre-wash, post-wash
• In Hair Oil what brands are they aware of , which brands have they tried, which brands are they using
• Dabur Amla, Vatika, Shanti Amla, Parachute, Hair & Care, Keo Karpin, Bajaj Almond
• What exact product are they using – how satisfied are they with their current product
• Where did they come to know of their current brand (TV, peers, parents)
• How/ Why do they choose their current brand
• Overall opinion of these brands – efficacy, relevance etc.
• Opinion of Dabur Amla
• What is good about Dabur Amla / What they don’t like about Dabur (Open ended)
• If they were to make Dabur Amla more relevant, what would they do (Qualitative)
We can have a follow up review meet at this stage
• Taking inspiration from the responses, construct a Dabur Gen Z World
• Pack shots, graphics, models, etc.