Complete Marketing Strategy of Dabur.

1. PREPARED BY:
SAEED INAMDAR
“DEDICATED TO HEALTH AND
WEALTH OF EVERY HOUSEHOLD”

2. INDUSTRY SCENARIO
Ayurveda Industry in India
 Ayurveda is predominant among India’s traditional health
systems. It runs parallel to the modern health care sector
and has a seventy per cent share of the formal medicine
market.
Organized Sector :
 The large manufacturing units comprise the well
established manufacturers who operate in both domestic
and intemational markets. The major players in this
category are Dabur, Baidyanalh, Zandu, Himalaya Drug
Company, Charak Pharmaceuticals, Vicco Laboratories,
Aimil Pharma & Emami group.

3. Unorganized Sector :
 Small manufacturing units manufacture a few
medicines and operate in a small area. The
unorganized sector includes practicing ayurvedic
experts and micro-units manufacturing system at local
level.
INDIAN HERBAL INDUSTRY
 Indian Market : Estimated as Rs. 4205 crores
 Export of Ayurvedic drugs allied with herbal products
: Estimated as Rs. 440 crores
 Potential by 2020 : Estimated as Rs. 7000 crores
http://vibrantayurveda.in/?page_id=2083

4. INDUSTRY GROWTH RATE
 The total size of Indian Ayurvedic market is Rs.50
Billion and it is growing substantially at the rate
between 10-15% with the same growth rate targeted for
the next 10 years.
 Financial express
 By Chiranjeev shrivestava,CEO,Ayushakti ayurved

5.  Dabur India Ltd founder Dr. S. K. Burman and the
Burman family
 Dabur India Ltd. made its beginnings with a small
pharmacy,but has continued to learn and grow in the
industry
 Dabur has set very high standards in developing
products and processes that meet stringent quality
norms
 Dabur India Limited is the fourth largest FMCG
Company in India with Revenues of over Rs 7,806.4
Crore & Market Capitalisation of US $5 Billion.
 Building on a legacy of quality and experience of over
131 years, Dabur operates in key consumer products
categories like Hair Care, Oral Care, Health Care, Skin
Care, Home Care & Foods

6. MARKET RESEARCH

9. PRODUCT LINE
 Health Care
 Personal Care
 Juices
 Home Care
 Consumer Health-Ethical
 Professional Range

10. PRODUCTS & BRANDS
 Health Care - Dabur Glucose-D
 Personal Care - Vatika
 Juices & Foods - Real Fruit Juice
 Home Care - Odonil
 Consumer Health-Ethical - Dabur Broncorid
 Professional Range - Oxylife

11. QUALITY LEVEL
 FSSAI Approval
 Tetra-pack Aseptic Technology
 Product is checked for physio-chemical & micro
analysis
 5-7 days incubation
 Microbiological testing prior to release for dispatch

12. BRANDING
Year event
1884 Established by Dr. S. K. Burman at Kolkatta
1896 First production unit established at Garhia
1919 1st R&D unit established
Early
1900s
Production of Ayurvedic medicenes for Health care was started
1940 Personal care through ayurveda was introduced
1949 Dabur lauched Chyawanprash
1970 Oral care & digestive segment
1978 Hajmola tablets
1988 Pharmaceutical Medicine was launched
1998 Real Fruit Juice was introduced
2008 Acquired Fem care pharma
2011 oxilife

13. Depth:
Dabur chyawanprash
250 gm
500gm
1 kg
Line:
Health Care
Personal Care
Juices & Foods
Home Care
Consumer Health
Professional Range
Length:
Dabur chyawanprash
Mango flavour
Orange flavour
Mixed fruit flavour
Chocolate flavour
Sugar free
New brand:
Dabur badam tail
BRAND MANAGEMENT
PRODUCT CATEGORY
EXISTING NEW
BRAND
NAME
EXISTING
NEW

14. WARRANTIES
PRODUCT SHELF LIFE
Dabur Glucose – D 24 Months
Dabur Vatika 24 Months
Real Fruit Juices 12 Months
Dabur Broncorid 03 Months
Dabur Chyawanpraswh 36 Months

16. ONLINE
 Customers can place orders through online sites such
as:
www.daburhoney.com
www.satvikshop.com
www.daburstore.com

17. DISTRIBUTION
 Wide and deep market penetration more than 5000 distributors

18. OUTLET LOCATIONS & RETAIL
 Dabur has a very wide
distribution of its products
through over 3.4 million retail
outlets and 50 C & F agents
(Customs Clearing &
Forwarding agent) all over
India who distribute products
to the retailers. A distribution
of C & F agents and
manufacturing locations is
given below.

21. ENDORSEMENT
BRAND AMBASSADOR PRODUCT ENDORSED
Amitabh Bachchan Dabur Chyawanprash,
Hajmola
Sonakshi Sinha Dabur Amla Hair oil,
Dabur Fem,
Dabur Gulabari
Samantha Prabhu Dabur Vatika Hair Oil
Anil Kapoor Ratanprash
Salman Khan Ranbaxy,s Revital
Priyanka Chopra Dabur Amla Hair Oil

22. PUBLIC RELATIONS
 Dabur campaigned ‘Brave and Beautiful’ to reach out
and honor the brave women fighting cancer.

23.  ‘700 Se 7 Kadam’ campaign aims at creating
awareness about hygiene issues in rural India.
 913750 school kids benefiting from our healthcare
initiatives.
 192 rural kids gaining education at Dabur’s non-formal
education centres (SANDESH).
 2028 beneficiary families of their self help group
initiatives.
 232 women gaining education at their adult education
centres.
 544 women trained at their vocational training centres.

24. Dabur has been listed in
‘Top 25 Companies for
CSR in India’

25. HOARDINGS
 Banners and posters

26. ADVERTISEMENTS
Print Media Magazines

27. Television advertisements

28. PROMOTIONAL
 They offer free samples
 They provide offers such as buy 1 get 1 free
 They sometimes offer extra quantity at the same
price.

29. PROMOTION
DABUR CHYAWANPRASH Zandu Sona Chandi Chyawanprash
(1) 3 times more immunity
(2) (2) Available in 4 flavor (Orange,
chocklate,Mango & Mix fruit)
(3) (3) Also available Sugar free
Chyawanprash (Target market
diabetes / health conscious)
Bollywood Big B Amitabh Bachchan
(2011) to Indian Cricket Skipper
M.S.Dhoni (2012) and now Bollywood
star Madhuri Dixit (2013) endorsed the
brand Dabur Chyawanprash
(1) Immunity + Strong brain power &
concentration and Better memory.
Brand gives value addition benefits
apart from strong immunity.
Sona Chandi Chyawanprash was
endorsed by Bollywood star Shahrukh
khan but since 2012 brand is being
promoted without any celebrity.

30. Campaign Strategy
Television Commercial:-
http://www.youtube.com/watch?v=
0M9kJlJZcgA(Dabur Chyawanprash)
Campaign Strategy
http://www.youtube.com/watch?v=c
_1dLEgqw8A(Zandu)

32. PRICE LEVEL
 Dabur Glucose-D
1kg – Rs. 149
200gms – Rs. 47
•Dabur Chyawanprash
1kg – Rs. 175
500gms – Rs. 100
250gms – Rs. 55

33. PRICING WITH COMPETITORS
size DABUR
CHYAWANPRASH Size Zandu Sona Chandi
Chyawanprash
250gm Rs.55 450gm Rs.130
500gm Rs.100 900gm Rs.230
1kg Rs.175

34. SALES FORCE
4077
5232
6146
7073
7806
Sales
FY 2011 FY 2012 FY 2013 FY 2014 FY 2015
Figures in crores
Dabur has 6434 employees who gives following revenue

35. FLEXIBILITY
 Dabur offers to its dealers with 30 days of flexibility.
 It allows them to keep stock and pay after 30 days.

36. DIFFERENTIATION
 While Dabur Amla is priced at Rs 24 each for 100 ml,
Shanti Amla is available in four pack sizes - 50 ml for
Rs 8, 100 ml for Rs 15, 200 ml for Rs 28 and 300 ml for
Rs 43.
Vs.

37. PESTLE ANALYSIS ON DABUR
POLITICAL FACTORS:
 Government intervenes : Government support the
industry to expand & to export it's products & to grow.
 Trading policies : Trading policies are also favorable for
dabur company so it can export it's products & it also
help him to expand & to grow.
ECONOMIC FACTORS :
 Consumer focus : They are continuously focusing on
analyzing the consumer needs & develop products to
fulfill there needs.

38. SOCIO-CULTURAL FACTORS :
 Demographics : Demographics is the study of human
population in the economy. It helps the organzation to
divide the markets in different segments to target a
large of customers.
 Consumerism : This indicates that a large number of
options are available while purchasing of goods to
consumers, so the choice becomes easy & quality
products can be selected by consumers.
TECHNOLOGICAL FACTORS :
 Discoveries & innovation : Continuous innovation in
products & processes is the basis of there services.
They provide consumers with innovative products
within easy reach

39. ENVIRONMENTAL FACTORS :
 Environmental protection : Responsible company to
protect Ecological system & use Eco-friendly
products.
LEGAL FACTORS :
 Companies law : The company fulfill all the
Company law requirement so as to grow & develop &
to sustain in the competitive market.
 Consumer protection : This law helps to protect the
rights of consumers & he can file a case against seller
if he find that he is cheated.
Reference: http://www.ukessays.com/essays/business/pestel-analysis-on-
dabur-company-business-essay.php#ixzz3s6yWHPSI

40. SWOT Analysis
Strength
1.Strong Dabur brand name
2.Excellent branding and advertising
3.Excellent distribution and availability
Weakness 1.Declining popularity in the urban areas
Opportunity
1.Leverage successful brand Dabur
2.Advertise more
3.Buy out competition
Threats
1. Threat from local medicinal herbs in rural areas
2.People preferring international health brands

41. ANS-OFF MATRIX
OLD PRODUCT NEW PRODUCT
OLD
MARKET
NEW
MARKET
MARKET PENETRATION PRODUCT DEVELOPMENT
DIVERSIFICATIONMARKET DEVELOPMENT

43. GE MATRIX