TOPIC:

Marketing Mix

PRESENTED BY:

Aashna Anchan Tejas Gala Puja Kale Vipna Shah Vishal Zaveri

61 75 88 98 109

THE FMCG SECTOR

4th largest sector in economy. Responsible for 5% of total factory employment in India. Major giants in FMCG sector Hindustan Unilever Ltd., P&G, Dabur India Ltd., ITC, Godrej and Emami.

DABUR INDIA LTD.

Why Dabur India Limited?

4th largest Indian FMCG

company.

Present in 47 Countries. Turnover of Rs 2233.72 crore. Growth Over 17.6%

COMPANY HISTORY
Year 1884 1919 1936 1979 1986 Achievements Birth of Dabur Establishment of research laboratories Dabur India Pvt. Ltd. Sahibabad factory / Dabur Research Foundation Public Limited Company

Early1900 Ayurvedic medicines

COMPANY HISTORY
1992 1993 1994 1995 2000 2003 2005 2007 Joint venture with Agrolimen of Spain Cancer treatment Public issues Joint Ventures Turnover of Rs.1,000 crores Dabur demerges Pharma Business Dabur acquires Balsara Dabur posted a turnover of Rs 2233.72 crore

Marketing Mix

Marketing Mix Has to be juggled.

Continuous Task

Constantly require periodic changes Quick Changes No Marketing Mix is for-ever-valid

Plain Product Mix Dabur

Product line Width

Home Care

Health Care

Personal Care

Foods & Juices

Real, Real Activ (Fruit Juice) Dabur Honey Hommade (masala) Lomoneez (lemon juice) Capsico (Red pepper Sauce)

Odomos Odonil Odopic

Health Supplements Dabur Chyawanprash Dabur Chyawanshakti Glucose-D Digestives

Hair Care-Oil Amla Hair Oil, Amla Lite Hair Oil Vatika Hair Oil Anmol Sarson Amla Hair Care-Shampoo Vatika Henna Conditioning shampoo Vatika Anti-dandruff shampoo, Vatika Root strengthening shampoo

Sani Fresh

Hajmola Yumstick, Hajmola Mast Masala, Hajmola candy, Dabur Hingoli Anardana Baby Care Dabur Lal Tel Dabur Baby Olive Oil Dabur Jamna Ghunti Natural Cures Ring Ring Itch Care Back-aid Dabur Balm

Product line length

Skin Care Gulabari Vatika Fairness Face pack, Vatika Saffron glow soap with sandal Oral Care Babool toothpaste Meswak toothpaste Promise Binaca toothbrush Dabur Lal dantmanjan

Product Mix- width

Plain Product Mix
Dabur

Product line

Width

Home Care

Health Care

Personal Care

Foods & Juices

Product Mix- length

Odomos Odonil Odopic Sani Fresh Digestives
Hajmola Yumstick, Hajmola Mast Masala, Hajmola candy, Dabur Hingoli Anardana

Health Supplements
Dabur Chyawanprash Dabur Chyawanshakti Glucose-D

Hair Care-Oil
Amla Hair Oil, Amla Lite Hair Oil Vatika Hair Oil Anmol Sarson Amla

Real, Real Activ (Fruit Juice) Dabur Honey Hommade (masala) Lomoneez (lemon juice) Capsico (Red pepper Sauce)

Hair CareShampoo
Vatika Henna Conditioning shampoo Vatika Anti-dandruff shampoo, Vatika Root strengthening shampoo

Product line length

Baby Care
Dabur Lal Tel Dabur Baby Olive Oil Dabur Jamna Ghunti

Natural Cures
Ring Ring Itch Care Back-aid Dabur Balm

Skin Care
Gulabari Vatika Fairness Face pack, Vatika Saffron glow soap with sandal

Oral Care
Babool toothpaste Meswak toothpaste Promise Binaca toothbrush Dabur Lal dantmanjan

Product mix- depth

9 flavours: flavours Mango Orange Litchi Pineapple Grape Cranberry Tomato Guava Mixed fruits

3 sizes: sizes 200 ml 500 ml 1 ltr

Real juices ( 9 flavours x 3 sizes = 27 )

Category-wise Contribution of DABUR Products in the Revenue

Classification of Real juices

Based on Tangibility Based on Functional life Based on price and quality Based on utility

Product Levels
Core Benefit Basic Product Expected Product

Augmented Product

Potential Product

PRODUCT LIFE CYCLE

Reals Position
Maturity Stage Variants Introduction of Real Activ Product Line extension in 2005 as Real Twist Real Twist Emerged as A new Brand

BRANDING STRATEGY

SHIFT from UMBRELLA Branding Strategy to INDIVIDUAL Branding Strategy NEW LOGO

BRAND STRATEGY DECISIONS

Product Category
OLD OLD Line Extension E.g.- Real Juices getting Variants Multi Brands NEW E.g.- Different Brands in Tooth Paste Category NEW Brand Extension E.g.- Vatika Hair Oil

Brand Name

New Brands

PRICE MIX
Dabur forced to lower prices due to competition from small players and pressure from MNCs in 2004 Lowers price of Vatika shampoo by 20% Introduces one-rupee sachets to gain volumes and deeper penetration in rural markets Then continues its value-for-money policy

PRICE MIX
We can see that the company follows: Market penetration strategy Fixed price strategy Resale price maintenance (MRP) Leader Pricing

PLACE MIX
More than 1.5 million retail outlets More than 5000 distributors Network spread across 5 continents and over 50 countries 47 C&F agents 13 ultra-modern manufacturing units

MULTI-CHANNEL MARKETING

For Malls:
Dabur Agencies Malls Consumers

Concept Of Modern Trade. Trade Agents Between Company And Mall

Distribution Channels
In Urban areas
Dabur CFA Distributor Retailer Consumers

In Rural areas
Dabur Super Stockiest SubStockiest Retailer Consumers

Distribution Channels
International distribution:

Dabur

Foreign Distributor

Retailer

Consumers

Intermediaries
Retailers

Distributors Companys Sales force

Managing Conflicts

Rules And Regulations For The Distributors. Restriction on Distribution.

PROMOTION MIX
Advertisements Sales promotion

Towards Consumers Towards Retailers Towards sales force

Public Relations Direct Marketing

Advertisements
Advertising Agencies For Respective Products. Celebrity Endorsements. Point Of Purchase Advertisement Print Ads

Sales Promotion
Towards Consumers Towards Traders

Towards sales force

P. R. Tools
Corporate Communication Sponsor Events News Release New product launch Public welfare activities

Events sponsored by Dabur

Dabur Vatika Star Parivar Awards Dabur Vatika Zee Astitva Awards Sustainable Development Society /Sundesh, in 1993 Promoting health and hygiene Organising the Plant for Life Programme for schoolchildren "Plants for Life" project

Direct Marketing Tools

Internet

Personal Selling (As an Experiment)

AIDA Model

Personal Relevance Model

AIDA v/s PRM

AIDA suggests a gradual change in the steps Whereas PRM says that there is no definite order Attention can affect Action directly. For example, Dabur product Odomos (cream and lotion) Similarly, desire can create Interest conversely. For example, personal care products like Vatika face pack.

SEGMENTATION
Mass marketing for most products. For example, Dabur Chyawanprash, Dabur Glucose-D. Segment marketing for some products. For example, Dabur Lal Tail (infants), Real Activ brand (health conscious young adults), Lal Dant Manjan (rural market) Focus On Intenational Market.

POSITIONING
Positioning of Fruit Juices in Dabur Real fruit juices- taste and nutrition. Real Active fruit juice- tastier way to health. Real Active fruit vegetable juice- the taste of fruits with the goodness of vegetables Real Junior- fruit juice enriched with calcium, sweet in taste and low in acidity

Real Twist - fun brand.

DIFFERENTIATION
Image differentiation Closely associated with ayurvedic medicines Repositioned itself as an FMCG company Product differentiation 'Real Twist' launched in a pet bottle format Launched in three variants:-Mango-Orange, MangoApple and Mango-Pineapple Available in 200 ml (Tetrapack), 600 ml (PET) and 1200 ml (PET) priced at Rs. 10, 25 and 45 respectively.

Service differentiation Easy access to products

CONSUMER BEHAVIOUR
Factors affecting consumer behaviour in case of Dabur products:Perception Social Factors Age Income Personality Motivation Learning Belief

Oral Care products of Dabur affecting consumer behaviour on the basis of INCOME:INCOME

Premium (Meswak) Popular (Dabur Lal Dant Toothpaste) Economy (Babool)

Dabur unveils vision 2010

Aggressive strategy Focus on expansion, acquisition and innovation Target southern market Target excise free zones SAP system Kiosk and direct marketing

Corporate Social Responsibility

Safety Products undergo Clinical Validation processes Products follow the Governments norms Environmental Concerns Plants for Life Project Implementation of social commitments Sundesh, a non-profit organisation, The Chunnilal Medical Trust for medical camps Plants for Life programme for schoolchildren. Free Consultation