SVKM’S

Narsee Monjee Institute of Management

Studies

Marketing and Sales Practices of Dabur honey

For
Bachelor of Business Administration (2ND YEAR)
2018-2021

SUBMITTED BY- SUBMITTED TO-

Hrithik Saxena Mr. Siddharth Bajpai
 Acknowledgement
I would like to express my special thanks of gratitude to my teacher (Mr.
Siddharth Bajpai) as well as our director (Dr. Prachi Gharpure) who gave
me the golden opportunity to do this wonderful project on the topic
(Marketing and sales practices of Dabur honey), which also helped me in
doing a lot of Research and I came to know about so many new things I am
really thankful to them.
Secondly I would also like to thank my friends who helped me a lot in
finalizing this project within the limited time frame.

Thanking you
Hrithik Saxena (2nd year BBA)
NMIMS Indore
Scope of study
To learn:
 Marketing practices of Dabur honey
 Sales practices of Dabur honey
 Introduction of a Company
Dabur honey is the product of Dabur India Ltd. The company has a history
of 125 years in Indian market since 1884, it’s a Kolkata based family run
business the pioneer of the company is Dr S K Burman. Dabur is the
3rd largest FMCG company in India referring to the annual report of Dabur
2011-2013 and dabur
Dabur honey was initially considered as pharma product and used only for
the medicinal purposes, and this was the biggest challenge for the
company and realized that it is because of this reason the honey dint have
great demand in Indian market this was before 1980’s and the competitors
of those time used fancy packing and pricing strategy which was trouble to
the company and this is when in the year 1991 national advertising was
made and the brand was placed on the purity platform and this was the
right strategy used to capture customers in Indian market

Product (Dabur Honey)

I have chosen this product because It's very high in beneficial plant
compounds and offers several health benefits. Honey is particularly healthy
when used instead of refined sugar, which is 100% empty calories.
Benefits of honey
 Useful in weight Management
 Strengthens immune system
 Nourishes your face and skin
 Boosts your memory
 Home remedy for cough
 Natural home remedy for cough
 Used for healing wounds
 Acts as a natural sleeping aid
 Eases sinus issues
 Helps with gum diseases
 Natural energy drink
 Prevents and help controls Eczema
Marketing Practices of Dabur honey
Marketing Mix of Dabur analyses the brand/company which covers 4Ps
(Product, Price, Place, Promotion) and explains the Dabur honey marketing
strategy.
Let us start the Marketing Mix for Dabur honey in comparison
with Patanjali:

Product
The product strategy and mix in Dabur marketing strategy can be explained
as follows:
Dabur has a wide range of product portfolio. The following are the products
in the marketing mix strategy offered by Dabur globally:
• Hair Care : Dabur Amla and Vatika Naturals are the brands in this
category
This category includes products such as Hair oils, Shampoos,
Conditioners, Hair Cream, Hair oil treatment, Shampoo replacement, Men’s
hair tonic, Men’s hair cream and kids’ oil.
• Oral Care: Dabur Herbal and Dabur Miswak are the two brands offered in
this category
The products include a range of natural toothpastes from the house of
Dabur (Classic range, Gel range, Premium range, new ingredient range)
• Skin Care: DermoViva USA, Fem and Jaquline are the brands offered in
this category.
The products include face wash, face scrub, face mask, body creams, body
lotions, sun care, soap, body wash and hand wash.
• Baby Care: DermoViva Baby is the brand offered in this category.
The product list includes Hair Oils, Massage Oils, Soaps, Shampoos, Body
lotions, Creams, Enriched powder and baby wipes.
The following are the product categories offered by Dabur in India: Health
Supplements, Digestives, Shampoos, Hair Oils, Skin Care, Foods, Oral
Care, TC & Ethical, Home Care, and Guar Gum. Dabur positions its
products as healthy for its customers. It’s committed in offering its
customers products that are of excellent quality and are herbal.

On the other hand for Patanjali:

Baba Ramdev is constantly pushing Indian people to start using Indian

brands and save the economical growth of the company. Patanjali
is planning to take over all reputed brands dealing in beverages and foods.

Some of the sectors where Patanjali products are already doing great:

 Foods – Including jams, biscuits, noodles, oats, pulses and many other
lines of food products.
 Beverages
 Healthcare & Medicines
 Personal care products
 Cleaning agents
Price
Below is the pricing strategy in Dabur marketing strategy:
Dabur follows different pricing strategies in its marketing mix for different
product offerings. For its premium products such as Dabur Herbal
(Premium range), Sun care, body wash, body creams are priced at a
premium as they are targeted at high end target segment. For its low cost
products, the prices are kept low and competitive pricing strategy is
followed. More emphasis is given on the product quality and its products
are priced low to gain more customer base. Its main aim is to sell more
units although through a lesser margin. Since it a competitive industry with
major players, Dabur has to follow a competitive pricing policy for its non-
premium products to sustain itself in the long run.

On the other hand for Patanjali:

Two factors that have made Patanjali Ayurveda the fastest growing FMCG
Company in India are: a) Use of Natural Ingredients and Ayurveda and
Pricing. Pricing plays an extremely important role in putting Patanjali
Ayurved ahead of its fierce competitors. Hindustan Uniliver and P&G are
trying their level best to cope up with the competition but the love for
Indian product growing in people is not helping them.

Place
Following is the distribution strategy of Dabur:
Dabur is one of the leading FMCG companies in India. The main aim of the
FMCG Company is to make its products available at most number of
outlets and also to ensure that there is no stock out. Shelf space also plays
an important role in creating visibility. Being in the industry for many years,
Dabur has built an extensive network of distribution channels. The
marketing mix promotional strategy of Dabur is dependent upon its
manufacturing plants, distributors and retailers. The distribution is not only
in India but abroad as well.
In India, Dabur has various plants manufacturing located throughout the
country. Most of its plants are located in Himachal Pradesh, Rajasthan and
Madhya Pradesh. From these plants, the products are transported to the
carrying and forwarding agents. From there they are passed down to the
stockists, distributors, wholesalers and then retailers and Kirana stores
from where the final consumers can purchase the products.
Sometimes the products are transported directly to the supermarkets and
modern retail through the distributors.
Dabur also exports its products to Dubai, Bangladesh, Egypt, UK, Nigeria,
US and Nepal where they have overseas offices which manage the
distribution and sales.

On the other hand for Patanjali:

Patanjali Ayurveda is India’s fastest growing FMCG Company but it is not
stopping it from spreading its wing to neighboring countries like Nepal.
Patanjali has a manufacturing unit in Nepal. Patanjali also imports herbs from
Himalayas in Nepal; the well-established trade relation is helping Patanjali
expand its wings in Nepal with great ease.

With the growing outreach in India and Nepal, Baba Ramdev surely will be
aiming to overtake market in lot of other countries. With impressive revenue
of 5000 Crores, Patanjali is surely going to have a lot of fund for expansion
and growth.

Promotion
Once the product has been manufactured, priced rightly and is distributed,
the next task of the marketer is to inform potential customer about the
product and persuade them to buy the same. The promotion element of
marketing mix is concerned with activities that are undertaken to
communicate with both customers and participants in the channel of
distribution such that sales goals are realized. There are different
promotional activities like-: Advertising, Sales promotion, trade promotion,
personal selling etc. but one of the most convenient and effective one that
most of the industries uses is the Advertising and Sales Promotion.
Advertisement
Advertising is a form of communication that typically attempts to persuade
potential customers to purchase or to consume more of a particular brand
of product or service. Many advertisements are designed to generate
increased consumption of those products and services through the creation
and reinforcement of "brand image" and "brand loyalty". For these
purposes, advertisements sometimes embed their persuasive message
with factual information. Every major medium is used to deliver these
messages, including television, radio, cinema, magazines, newspapers,
video games, the Internet and billboards. Advertising is often placed by an
advertising agency on behalf of a company or other organization.

On the other hand for Patanjali:

Patanjali Ayurveda goes with the Slogan “Prakriti ka Ashirwad”. Well,
Patanjali Ayurveda has acquired the requisite fame and popularity among
people because of the globally recognized Yoga Guru, Baba Ramdev. This
brand ambassador of Patanjali is single handedly responsible for the
success of the brand. His contribution to people’s life through Yoga is
incredible hence people felt aligned towards him when he launched his
very own Indian FMCG Company.
Sales practices of Dabur honey
Sales practices for Dabur honey in comparison with
Patanjali:

Sales strategy can be directed at:

 The ultimate consumer (a “pull strategy” encouraging purchase).
 The distribution channel (a push strategy encouraging the channels
to stock the product). This is usually known as “selling into the trade”.
An activity designed to boost the sales of a product or service. It may
include an advertising campaign, increased PR activity, a free sample
campaign, offering free gifts or trading stamps, arranging demonstrations or
exhibitions, setting up competitions with attractive prizes, temporary price
reductions, door-to-door calling, telemarketing, and personal letters on
other methods.
On the other hand for Patanjali:
Sales strategy:-This refers to the activities that communicate the merits of the
product and persuade the target customers to buy it. This includes advertising,
personal selling, sales promotion and public relation. But PAL was never into
advertising as when the company was established in 2006 its products entered the
market in 2008 and they did not use any media source for the brands promotion but
after 2011 they changed their marketing strategy and with the nationalistic concept
like Swedish and prominent public figures like Baba Ram Dev, Hema Malini and
Sushil Kumar .Patanjali was able to capture a bigger portion of market in less than
a decade.
 Conclusion

From this project I have understood the importance of marketing

mix under the marketing practices and sales practices of Dabur
honey. I have learnt what are the necessary decisions to be taken
regarding 4P’s of marketing i.e., Product, Price, Place, Promotion.
Dabur honey has one of the best Marketing as well as Sales
practices hence making it one of the most leading brands in India.