Digital Marketing

(MK602)

Competitor: Himalaya
Dabur

Nishant Tomar
Nishkarsh Agarwal
Mrinal Kanti Ghosh
Moumita Chowdhury
Mohit Mukesh Tiwari
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 Table of Content

S.No Topic Page No.

1 Digital Marketing 3
2 Why Digital Marketing? 3
3 What does Digital Marketing consist of? 3-4
4 Advantages of Digital Marketing 4
5 Companies for Digital Marketing Analysis 4-5
6 Patanjali Ayurveda 6-9
i) How Patanjali Used Digital Marketing to Capture the FMCG Sector? 6
ii) Search Engine Optimization for Patanjali 7-8
iii) Patanjali Social Media Marketing 8-9
7 Himalaya 10-12
i) How can marketers use digital in terms of customer retention, especially
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for a brand like yours?
ii) Digital Marketing as a part of its Strategy 10
iii) Social Media Marketing 11-12
8 Dabur 13-19
i) Products of Dabur 13
ii) Business Objectives 13
iii) Strategies Adopted 13-14
iv) Dabur’s Future Plans 14-15
v) Results 15
vi) Learnings 15
vii) 130-year-old FMCG major Dabur reveals its online strategy 15-19
9 Traffic Analysis 20-22
10 Reference 23

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Digital Marketing

Digital marketing is the marketing of products or services using digital technologies, mainly on
the Internet, but also including mobile phones, display advertising, and any other digital medium.
Digital marketing encompasses all marketing efforts that use an electronic device or the internet.
Businesses leverage digital channels such as search engines, social media, email, and their
websites to connect with current and prospective customers.

Why Digital Marketing?

India has the second largest internet user base after china accounting for approx. 500 million
users which is 36% of the total population. On an average a person daily spends 6-7 hours on the
internet.
Marketing has always been about connecting with your audience in the right place and at the
right time. Today, that means that you need to meet them where they are already spending time:
on the internet.

What does Digital Marketing consist of?

1. Search Engine Optimization (SEO): - The process of optimizing your website to ‘rank’
higher in search engine results pages, therefore increasing the amount of organic (or free)
traffic that your website receives.

2. Content Marketing: - The creation and promotion of content assets for the purpose of
generating brand awareness, traffic growth, lead generation, or customers.

3. Social Media Marketing: - The practice of promoting your brand and your content on
social media channels to increase brand awareness, drive traffic, and generate leads for
your business.

4. Affiliate Marketing: - A type of performance-based advertising where you receive

commission for promoting someone else’s products or services on your website.

5. Search Engine Optimization (SEO): - Search engine marketing is the practice of marketing
a business using paid advertisements that appear on search engine results pages (or
SERPs). Search engine marketing’s greatest strength is that it offers advertisers the
opportunity to put their ads in front of motivated customers who are ready to buy at the
precise moment they’re ready to make a purchase.

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 6. Influencer marketing: - It is a form of marketing in which focus is placed on influential
people rather than the target market as a whole on social media. It identifies the
individuals that have influence over potential customers, and orients marketing activities
around these influencers.

7. Email marketing: - It is the act of sending a commercial message, typically to a group of

people, using email. It usually involves using email to send advertisements, request
business, or solicit sales or donations, and is meant to build loyalty, trust, or brand
awareness.

Advantages of Digital Marketing

Digital marketing benefits businesses of all sizes by giving access to the mass market at
an affordable price. Unlike TV or print advertising, it allows truly personalized marketing.
The main advantage of digital marketing is that a targeted audience can be reached in
a cost-effective and measurable way.

The benefits of digital marketing include:

1. Global reach
2. A properly planned, and effectively targeted digital marketing campaign can reach
1. the right customers at a much lower cost than traditional marketing methods.
2. Personalization
3. Measuring your online marketing with web analytics and other online metric tools
4. makes it easier to establish how effective your campaign has been. You can obtain
5. detailed information about how customers use your website or respond to your
6. advertising. Web analytics can be set up to show you exactly how much money
7. you make from each digital tactic.
8. Engagement
9. Brand Development
10. Fare Greater Exposure
11. Level Playing Field

Companies for Digital Marketing Analysis

1. Patanjali (Main Company)

2. Himalaya
Competitors
3. Dabur

Ayurveda is an ancient art of healing that has been in practice in India for more than 5,000 years.
In recent years with different kinds of medications coming up in market and people getting more
and more health conscious, the ayurvedic industry is on its peak of popularity.

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1. Patanjali Ayurveda: - Patanjali Ayurved Limited is an Indian consumer goods company.
Manufacturing units and headquarters are located in the industrial area of Haridwar while
the registered office is located at Delhi. The company manufactures mineral and herbal
products. It also has manufacturing units in Nepal under the trademark Nepal
Gramudhyog and imports majority of herbs in India from Himalayas of Nepal.

2. Himalaya: - The Himalaya Drug Company is a company established by M Manal in 1930

and based in Bangalore, India. It produces health care products under the name Himalaya
Herbal Healthcare whose products include ayurvedic ingredients. It is spread across
locations in India, the United States, the Middle East, Asia and Europe. While its products
are sold in 92 countries across the world.

3. Dabur: - Dabur is one of the India's largest Ayurvedic medicine & natural consumer
products manufacturer. Dabur demerged its Pharma business in 2003 and hived it off into
a separate company, Dabur Pharma Ltd. German company Fresenius SE bought a 73.27%
equity stake in Dabur Pharma in June 2008 at Rs 76.50 a share. Dabur's Healthcare
Division has over 260 products for treating a range of ailments and body conditions, from
common cold to chronic paralysis. Dabur International, a fully owned subsidiary of Dabur
India formerly held shares in the UAE based Weikfield International, which it sold in June
2012.

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 PATANJALI AYURVEDA
How Patanjali Used Digital Marketing to Capture the FMCG Sector?

In this age, where the start-ups find it extremely difficult to survive in the market, which is
predominantly occupied by the large conglomerates, Patanjali, a comparatively new business has
gained turnover of Rs 10,561 crore and has left behind several leading FMCG companies
Leaving behind the top-notch FMCG companies like P&G, HUL, Himalayas etc., Patanjali has
rapidly become the fastest growing Indian Ayurvedic Company with more than 1,500 employees
and 1000 dedicated centers all around India.

The success of Patanjali is catered to the excellent strategies and wonderful marketing
techniques of the face of the brand, Baba Ramdev.
Considering his huge fan-following, nationally and internationally, Baba Ramdev has managed to
build and secured his brand equity in this fluctuating and highly competitive market.

He has brilliantly leveraged the digital marketing platforms and has ensured to incorporate the
digital marketing strategies into the brand promotion of his company. There is a strong and active
presence of the company in the social media platforms. It ensures to engage, interact and
communicate with the consumers, in order to resolve their queries and to make them aware of
the new and latest products available in the market.

Baba Ramdev also uses Twitter to share his opinion or answer the questions asked by his loyal
customers or the prospective ones.
Using the mobile video ad platform Pokkt, Patanjali used the digital video advertising in order
to develop and promote the brand and its various products.

Patanjali and its brand ambassador, Baba Ramdev weaned the digital marketing platforms and
adopted out-of-the-box digital strategies to develop an excellent reach in the market and to
spread a word about its existence.

And finally, Baba Ramdev is himself digital. On Twitter he has 541k followers and on Facebook
he has around 5.7 million people who are engaged on his pages and the information he shares.

1) Patanjaliayurved.net
For digital marketing, patanjali uses its primary e-trade site. The whole range of products is
available and can be bought online. None of the MNC offers their products online and this is the
best way to make their digital presence felt to the consumers

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Search Engine Optimization for Patanjali

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Patanjali Social Media Marketing

The above table data is from 1st November 2018 to 2nd December 2018.

YouTube page patanjali

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Twitter Page of Patanjali

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 HIMALAYA
Himalaya presently allocate 5 per cent of total marketing spends for personal care to digital.
They have also moved beyond Facebook and Twitter to look at other digital platforms such as
microsites and YouTube. When they entered the men’s’ segment recently, they launched a new
microsite – Himalaya for Him – to facilitate different kinds of conversations with our male TG.
The choice of the digital medium depends entirely on the product and TG but given the fact that
Himalaya is speaking to a young audience, at least as far as personal care portfolio is concerned,
digital is imperative.

In the coming months, Himalaya will have exciting nationwide campaigns launched on the digital
platform and supported by on-ground events. They also hope to go bigger on content.

How can marketers use digital in terms of customer retention, especially for a
brand like yours?

Himalaya has a policy that all customer queries must be responded to within 24 hours – and every
single query must be answered. They follow this very strictly. The brand cannot behave like an
inanimate, remote entity in the online space – it must be personable, approachable and
attentive. Only then can you create a real connect with your customers.

Digital Marketing as a part of its Strategy

Digital Marketing is significant for Himalaya’s continuous growth. In fact Himalaya is one of the
pioneers of the companies that have a presence on the Internet. At Himalaya online business is
not just another task but a critical one at that.
The key elements of Himalaya digital strategy is to engage with customers, attract new
customers, provide helpful solutions and expert advice to address our customers’ personal care
problems and build awareness for brand Himalaya and vast range of solution based herbal
products.
The website interface is very nicely done. Himalaya decided to go in the trend of an online store.
This allowed customers who chosen online shopping to purchase what they need. This has been
a very fruitful part in Himalaya’s over all business.

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Social Media Marketing

Himalaya has widespread presence over social media. Its Facebook fan page with 2 million like &
8K followers on Twitter and a strong community boasts about its active engagement
The company has also moved beyond social platforms to look at other digital platforms such as
YouTube with 8K subscribers and microsites.
The company entered the men’s grooming segment recently; they launched a new
microsite ‘HimalayaForHim’ to facilitate different kinds of conversations with the male
consumers.

Facebook page

Twitter page

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Youtube page

We can see the number of subscribers as 112801

LinkedIn page

Search Engine Optimization

We can see that the bounce rate is very high 56.32%. Himalaya should work on reducing the
bounce rate.
Also the Himalaya has seen increase in the number of visits, traffic rank and pages/visit which is
a good indicator that customers are coming to their websites and getting engaged.

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 DABUR
Dabur India Ltd. is the 4th largest fast-moving consumer goods (FMCG) company in India which
makes a revenue of over INR 8,454 crores (2015-16) along with Market Capitalization of over INR
50,120 crore. The Dabur legacy is of 130 plus years. Being the most trusted name in India and the
world’s largest Ayurvedic medicine manufacturer, Dabur today has over 381 trusted products
across 21 categories.
It was founded by Dr S. K. Burman, a physician in West Bengal. He designed Ayurvedic medication
for diseases like malaria and cholera. The medicines soon travelled, and he came to be known as
the trusted doctor or ‘Daktar’ who came up with effective cures. The name Dabur is derived from
the Devanagri rendition of ‘Daktur Burman’. Dabur has successfully transformed itself from being
a family-led business to a professionally managed enterprise.

Products of Dabur

Dabur India’s FMCG portfolio includes five flagship brands having distinct brand identities:
 Dabur: master brand for natural healthcare products.
 Vatika: Premium personal care.
 Hajmola: Digestives.
 Real: Fruit-based beverages.
 Fem: Facial bleachers and skin care.

Business Objectives

The objective of Dabur is to fully leverage the potential of the online world and incorporate digital
strategy for brand visibility and rebuilding. Growing customer base and making wider marketing
strategies. The aim is to become a “young, modern, and socially conscious organization”.

Strategies Adopted

1. Presence on Online Grocery Stores

Amidst of Amazon, Flipkart, and Snapdeal, FMCG titan, Dabur recognized a new platform for
reaching out a wider customer base. They marked their presence on online grocery stores like
Grofers and Big Basket.

2. Focus on Their Own Websites

They also started focusing more on their own websites. This is evident from the fact that a year
ago, Dabur launched three websites to serve the mother brand. Also, after six months of efforts,
the website was re-launched a month ago which proved to be a single window to the world of

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Dabur. This means that the customers can reach the content websites directly from the
homepage.
There are channels started by Dabur like NewU and DaburUveda.com for reaching a wider set of
customers.
“Youngsters think of Dabur as a brand for their parents’ generation, but we are doing things
nobody would’ve expected Dabur to do.” Archan Banerjee, Head of Digital Marketing, Dabur
In the last two years, Dabur has been undergoing transformation to become a “young, modern,
and socially conscious organization”.

Dabur’s Future Plans

To Launch More Products

In the next one year, Dabur is planning to launch more products across all categories. However,
none will be launched exclusively on digital mediums. The main medium for marketing will be TV
which will be leveraged upon in order to reach out to customers in Tier 2 cities and above.

Will Dabur Surface on Social Media Channels?

Talking about social media, Dabur has been very agnostic. Archan says the organic reach of the
brand via Twitter or Facebook is null. The FMCG giant has been building communities since 2012,
by engaging with the consumers on a regular basis.
That gives us lifetime value. But on Facebook, once they change the algorithm, you can’t reach
out to your customers unless you pay them.” Says Archan.

Results

Dabur online sale is a complementary but a huge effort. Online grocery stores have worked very
well for them giving them good ROI (return on investment) if one does not go with the volumes.
Since FMCG’s main feature is regular consumption, therefore, it makes them a favorite thing in
horizontal marketplaces.
Amazon, an e-commerce giant, has launched a ‘subscribe and save’ offer for daily essentials. They
offer a 10% discount on the entire order to people having at least three subscriptions on a
monthly basis. According to Archan, this model provides them great opportunity to pitch the other
products in their platform just like they are doing in offline platforms like Big Bazaar.
Despite having operational issues, Dabur still had 13% growth in 2015-16.

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130-year-old FMCG major Dabur reveals its online strategy

Fast Moving Consumer Goods (FMCG) brands in India hopped on to the e-commerce bandwagon
a while ago. With the attention that Flipkart, Amazon, and Snapdeal were getting from the media
and investors, FMCG titans like HUL, Marico, Godrej, Dabur, and Britannia recognized a new
platform for reaching out to a wider customer base. They also marked their presence on online
grocery stores such as Big Basket and Grofers. Alongside, they started focusing more on their
own websites. A year ago, Dabur launched three websites to serve the mother-brand.
Growing competition along with a growing customer-base calls for wider marketing strategies.
In a recent chat with Archan Banerjee, Head of Digital Marketing, Dabur, YourStory discussed the
strategies the 130-year-old company is exploring to fully leverage the potential of the online
world.

Back to future
In the last two years, Dabur has been undergoing transformation to become a “young, modern,
and socially conscious organization”. Archan says: “Youngsters think of Dabur as a brand for their
parents’ generation, but we are doing things nobody would’ve expected Dabur to do.” He claims
that their marketing campaigns, especially those with influencers, have driven organic
engagement with customers. Bloggers also contribute to building a buzz around the brand.
In fact, Dabur had earlier featured in a Google case study for their acclaimed ‘braveandbeautiful’
campaign [by Vatika shampoo], the only FMCG company to have done so. Dabur’s portals like
mybeautynaturally.com is part of their customer engagement programme. “Making the concept
relevant to customers through content marketing is key. Our revamped website is a step in this
direction,” Archan says.
The new website directs the customer to the marketplace[s], depending on which one has the
product available at the time. Archan adds: “We don’t sell it ourselves – because FMCG
consumers seldom buy a shampoo alone. On a marketplace there are more options.” Also, he
believes, chyavanapravash on Amazon will look modern and contemporary – and the youth will
connect better.
The website was re-launched a month ago, after six months of effort. It is a single window to the
world of Dabur – customers can reach the content websites directly from the homepage.
One year plan

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In the next one year, Dabur will be launching more products across all categories, although none
will be launched exclusively online. TV is still their primary medium for marketing– especially for
reaching out to customers in Tier 2 cities and beyond. Archan adds that the percentage
of investment in online marketing is disproportionately high compared to television and print.

Archan Banerjee, Head of Digital Marketing, Dabur

When it comes to social media, though, they are very agnostic. According to Archan, the organic
reach of a brand via Facebook or Twitter is zero. Dabur has been building communities since
2012, by engaging with the customers on a regular basis. “That gives us lifetime value. But on
Facebook, once they change the algorithm, you can’t reach out to your customers unless you
pay them,” adds Archan.
Additionally, Dabur has stayed away from the most popular (and unsustainable) trick to win
customers- it does not give discounts. “We provide only ‘try now’ or ‘buy now’ options on our
website. But we cannot control marketplaces giving discounts, although there are agreements
on how much we will sell it for,” says Archan.
For Dabur, online sale is a complementary, yet huge, effort. Archan adds that online grocery
stores have worked very well for them in terms of ROI [return of investment], if not volumes.
Staying ahead in competition
FMCG is expected to follow ticketing, electronics, and fashion categories in ecommerce. A recent
study by CII and Boston Consulting Group (BCG) estimates that the FMCG sector is worth around
$65 billion in India. By 2020, it states, more that 150 million consumers would be digitally
influenced.
Regular consumption patterns make FMCG a favourite of horizontal marketplaces. Ecommerce
giant Amazon, in fact, has launched a ‘subscribe and save’ offer for daily essentials; it is offering
a 10 percent discount on the entire order, if you have at least three subscriptions on a monthly
basis. Although it is a volume-based business with minimal margins, Archan says that this model
provides them a great opportunity to upsell the other products in their platform, as it does in
offline platforms like Big Bazaar.

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In FMCG, online competition is as fierce as it is offline. The latest player in the race, Patanjali, is
striving to give better products at a lesser cost. “Their authenticity comes from Baba Ramdev; but
Dabur is iconic in nature,” says Archan. He adds that despite operational issues, last year, Dabur
still had 13 percent growth in 2015-16.
Revenue from online sales is not very substantial for these players; yet, the opportunity for
visibility and brand rebuilding is significant. In India, ecommerce accounts for just two percent of
the retail sector. But, it is estimated that it will grow to almost 11 percent by 2019.
With the boom of ecommerce, experts had predicted that offline goliaths will have to join the
sector sooner or later. In fact, the Reliance Group, which started selling FMCG in 2009, launched
an online version of ‘Reliance Fresh’ [called reliancefreshdirect.com] last year, and a fashion
portal ‘Ajio Life’ in 2016. The ITC Group, unlike Dabur, follows these footsteps and sells on their
portal– shopping.kitchensofindia.com
India’s other multinational conglomerate Birla Group launched fashion portal ABOF recently.
They had also partnered with online grocery store Zop Now for home delivery of online orders.
Their competitor Tata Group has been selling their FMCG products on major marketplaces since
2013. Additionally, Tata launched ‘mytatastore.com’, an ecommerce portal dedicated for their
employees in 2015. Soon after, they launched online grocery store my247market.com for the
wider customer base. A few weeks ago, they launched horizontal marketplace Tata CliQ. Also,
there have been reports of them being in talks with Alibaba Group for omni-channel strategies.
The brand value that they have built over the decades does provide more credibility online. If
they get logistics right by partnering with Alibaba, they will be giving Flipkart and Snapdeal a run
for their money.

Facebook Page of Dabur

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Twitter page of Dabur

YouTube Page of Dabur

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 TRAFFIC ANALYSIS

We can see that Patanjali is doing well with respect to its competitors with respect to bounce
rate, traffic rank and visits. The power of digital marketing is thus helping a new brand like
Patanjali to compete with its oldest competitors.

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We can see the maximum traffic comes from search and direct and rest through referrals.
Patanjali is the leader again here.

We can see that most of the traffic for all the three companies comes from India and Patanjali
being the leader. From the table we can conclude that Patanjali has good hold in Indian market
even after entering late in the segment.

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 REFERENCE

 https://www.facebook.com/DaburIndia/
 https://www.facebook.com/PatanjaliAyurved.net/
 https://www.facebook.com/HimalayaPersonalCare/
 https://www.pinterest.com/Swaamiramdev/patanjali-products/
 https://in.pinterest.com/himalayaindia/
 https://www.youtube.com/results?search_query=himalaya+healthcare+products+
 https://www.youtube.com/results?search_query=dabur+products
 https://www.youtube.com/results?search_query=patanjali+products
 https://www.patanjaliayurved.net/
 https://www.dabur.com/
 https://www.himalayastore.com/
 https://en.wikipedia.org/wiki/Dabur
 https://en.wikipedia.org/wiki/The_Himalaya_Drug_Company
 https://en.wikipedia.org/wiki/Patanjali_Ayurved
 https://en.wikipedia.org/wiki/Digital_marketing
 http://dcpltech.com/how-patanjali-used-digital-marketing-to-capture-the-fmcg-sector/
 http://www.mavisedutech.com/blog/patanjali-digital-marketing-case-study/
 https://www.semrush.com/analytics/organic/overview/?q=https%3A%2F%2Fwww.dabur.com%
2F&db=in&searchType=url


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