Course Code: MKT201 Course Title: Essentials of Marketing

Academic Task No: 1 Academic Task Title: Assignment 01

Date of Allotment: 06/09/2021 Date of Submission: 30/09/2021

Student Roll No: RQ2003B49 Student Reg. No: 12007629

Sem: 3rd Section: Q2003

Max. Marks. 30 Marks. Obtained:

Faculty name – Dr. Richa Bhatia

Faculty of Mittal School of Business
Learning Outcomes: I have learned to identify the Essentials of Marketing.

Declaration
I declare that this Assignment is my work. I have not copied it from any
other student's work or any other source except where due
acknowledgment is made explicitly in the text, nor has any part been
written for me by any other person.
Evaluation Criterion: Rubrics on different parameters.

Shailendra Gurjar
Student’ Signature:
 Acknowledgment
First of all, I am grateful to The Almighty God for establishing me
to complete this assessment. I place on record, my sincere gratitude to
HOD & Dean Administrative, Faculty of Businesses, for their constant
encouragement.
I also thank Dr. Richa Bhatia Lecturer, Faculty of Essentials of
Marketing. I am extremely grateful and indebted to her for her expert,
sincere, and valuable guidance and encouragement extended to me. I
take this opportunity to record our sincere thanks to all the faculty
members of the Mittal School of Business for their help and
encouragement.
I also thank my parents for their unceasing encouragement and
support. I also place on record, my sense of gratitude to one and all
who, directly or indirectly, have lent their helping hand in this venture.

Shailendra gurjar
 Index

SL.NO Topics
01 Introduction
02 Segmentation,Targeting and Positioning
03 Marketing strategies of Dabur

04 Innovation

05 Recommendation
 Introduction
Dabur India Ltd

Dabur India Limited is a leading Indian consumer goods company with interests
in Hair Care, Oral Care, Health Care, Skin Care, Home Care and Foods. From its
humble beginnings in the by lanes of Calcutta way back in 1884 as an Ayurvedic
medicines company, Dabur India Ltd has come a long way today to become a
leading consumer products manufacturer in India. For the past 125 years, we
have been dedicated to providing nature-based solutions for a healthy and
holistic lifestyle.

Through our comprehensive range of products, we touch the lives of all

consumers, in all age groups, across all social boundaries. And this legacy has
helped us develop a bond of trust with our consumers. That guarantees you the
best in all products carrying the Dabur name.
 Segmentation, Targeting, and Positioning (STP) :

Segmentation

Market can be segmented using several bases

A market/consumer population for a product can be segmented using several

relevant bases. The major ones include:
 Geographic
 Demographics
 Socio-cultural
 Psychographic
 Buying Behavior

Demographics
Socio-Cultural
Geographic

Market
Segmentation

Buying Behavior Psycho-graphics

Geographic Segmentation
Segmentation of consumer based on factors like climate zone, continents/
country, region, state, district, and urban/rural area, constitutes geographic
segmentation. Marketer, who operate globally, often segment the market
segments the market by continents/country/region in the first instance, and then
go for segmentation on other bases

Demographic segmentation

Segmentation of consumer based on variables such as race, religion, community,

language, age, stage in family cycle, gender, marital status, family size,
occupation, economic position/income/purchasing capacity level, and social
status ,of the consumer demographic segmentation.

Socio-Cultural Factors

Culture and social class are the two main bases of segmentation here.
Culture: Culture influence consumer behavior, deeply. A given culture brings in
its own unique pattern of social conduct. A person usually acquires his cultural
attributes right at his childhood. Culture includes religious, caste, traditional,
language, pattern of social behavior etc.
Social Factor: Social group of varying types exert influenced on the consumer.
Social group include family, peer group, close colleges. They adopt their common
life style.
The influences of cultural and social factor are on consumer behavior. So products
are segmented on the basis of social and cultural factor.

Psychographic segmentation
Psychographic Segmentation groups customers according to their life-style and
buying psychology. Many businesses offer products based on the attitudes, beliefs
and emotions of their target market. The desire for status, enhanced appearance
and more money are examples of psychographic variables. They are the factors
that influence your customers' purchasing decision. In psychographic
segmentation, elements like life style, attitude, self-concept and value system,
form the base.

DABUR’S PSYCHOGRAPHIC SEGMENTATION

Dabur has segmented their product according to Life Style of the People living in
the Particular Geographic segment. Dabur has concentrated on the people
cautious for their Health and launch different Health Care Products for the same
segment.

Buying Behavior Segmentation

Markets can be segmented on the basis of buyer behavior as well. Since all
Segmentation is in a way related to buyer behavior, one might be tempted to ask
why buyer behavior-based segmentation should be a separate method. It is
because there is some distinction between buyer’s characteristics that are
reflected by their geographic, demographic and psychographic profiles, and their
buying behavior. Marketers often find practical benefit in using buying behavior
as a separate segmentation base in addition to bases like geographic,
demographics, a psychographics.

The primary idea in buyer behavior segmentation is that different customer

groups expect different benefits from the same product and accordingly, they will
be different in their motives in owing it and their behavior in buying it. Variables
of buyer behavior are:-
Benefit sought: - Quality / economy / service / look etc of the product.

DABUR’S BEHAVIOUR SEGMENTATION

Dabur has found a different segment Ayurvedic Products.

Dabur’s research and Development team found that Consumer’s likes (Consumer
Preference and Taste) are for the Ayurvedic products because of their no ill
effects. Buyer prefers Dabur’s Ayurvedic products because they found that these
results in long term results (Usage) and also found in cheap rates (Economy) than
other medicines.
It is also noted that in all Ayurvedic Companies as well as in FMCG companies
Behaviour Segmentation is used to make and set the target Market.
 TARGETING

Segmentation enables the marketers to choose his target market better. It also
helps him to make the winning strategy and strike the right product offer and the
right marketing mix. With the information generated from multi-level
segmentation, he can obtain a deeper understanding of the customers in each
segment, their needs, buying motives and buying behavior. He can understand in
what way each of the different segments want the product to be, he can then
tailor his product, marketing offer and promotional appeal, to fit the individual
segment; he can select the priced, distribution method/channels, media vehicles,
advertising massages and sales appeal, which will be appropriate

DABUR’S MARKETING TARGETING

After Market segmentation done by Dabur on the basis of five different force such
as Demographic, Geographic, Socio-Cultural, Psychographic and Behavioural
Segments it has made 20 different segments of consumer and target their
different variety of product on the basis of their taste, preferences, need,
demands and choice and society.
EXAMPLE
DABUR has targeted its Women segment with its Beauty products like Nature way
and Hair oils, Shampoos, Toothpastes etc.
DABUR has also targeted Old People and culture of Indian Market with its
different Ayurvedic oils, pills, Juices, Medicines (Pudin Hara) and many more.
DABUR with its Skin Care products targeted the Overseas Market because of
deficiency of Hemoglobin capsules in the blood of British people and Western
people. So to cure and be safe from that they prefer Dabur’s Ayurvedic Products.
 POSITIONING

The main positioning strategy is to either developing or reinforcing a particular

image for the brand in the mind of the customer. The main approaches to
positioning strategy are:-

 Customer benefits approach.

Dabur has positioned its following range of Shampoos by showcasing the

benefits of the different range of Shampoos by Dabur,

Dabur Vatika Anti-dandruff Shampoo - for natural dandruff

control
Dabur Vatika Body & Bounce Shampoo - for Oily Hair
Dabur Vatika Henna Conditioning Shampoo - for balanced and
appropriate conditioning
Dabur Vatika Nourishing Hair Conditioner - for oily hair
Dabur Vatika Gentle Cleansing Shampoo - for dry hair
Dabur Vatika Nourishing Cream Shampoo - for normal hair

 The price-quality approach

Dabur has used Price-Quality positioning approach by segregating its Nature

Way product range by fixing high prices to show that these products are
high in quality that’s why fixed with high prices. This concept of positioning
is famous to be introducing in upper level community segment because
they generally prefer to buy costly products by though in mind that they
must have better and quick results over other products.

 The use or application approach.

In this strategy the product is positioned with a use or application approach.

Dabur’s Hajmola can be used to solve the problem of digestion and it can be
used by any age of people without any precaution. So Dabur Hajmola has
made its position in the market because of its use and application.

 The product user approach.

In this approach, the brand identifies and determines the target segment for
which the product will be positioned. Many brand uses a model or a
celebrity to position their product. The expectations are that a model or a
celebrity is likely to influence the product’s image by reflecting their own
image to it. For example:-Dabur
Chyvanprash is positioned for all age groups

 The cultural symbol approach

The positioning strategy is based on deeply entrenched cultural symbol. The

use of cultural symbol can help to differentiate the brand from competitors
brands.
In Dabur they use Herbs as their image symbol which shows that products are
all Ayurvedic so can be trustfully used because it is related to Culture
because they have used the cultural image for their product.

 The competitor approach

Many brands use competitor as a dominant plank in their campaign. These

brands are positioned following its competitor. This is an offensive strategy.
Fortunately Dabur is the one company which is not using this offensive
strategy of positioning while some other Ayurvedic products manufacturing
companies using this approach over DABUR positioning.
 Marketing strategies of Dabur

In the past few years, Dabur has leveraged its brand and potential to the new
online markets and has largely incorporated its business in digital means. The
brand has been since then continuously rebuilding and renovating its brand so as
to have a digital strategy for brand visibility.

 Appealing website Design:

Dabur constantly envisions providing the best experience to its consumers. They
have started to focus a lot on improving the website in order to improve the user
experience. Customers can order anything and explore all range of products from
their website homepage.

Not only has the website focused on its diversified ayurvedic and herbal product
range but also covers the social activities the company is indulged in and various
paths through which the public or the customers can collaborate with the
company.
 Presence on E-Commerce and
grocery stores

Dabur already had its presence in online and offline stores. E-commerce websites
like FMCG titan, Snapdeal, Flipkart, etc, all were and are selling Dabur products.
In fact, Amazon has a separate page for Dabur’s product range display. 

In order to increase this customer base and reach, Dabur marked its presence
over online grocery stores like Big Basket, and Grofers. Since people prefer to buy
groceries online today, it has become easy for them to order their personal care
products or Ayurvedic products of Dabur from such places.
 Marketplace Exploration :

Dabur wants to increase its reach extensively, for which the company has been
working hard on market place exploration. Whenever a consumer visits the
website of Dabur, the website redirects the customers to the marketplace/s. The
more and more options the consumers get, the more sales the company makes.

 Innovative \ Youthful Packaging:

Dabur India Ltd has continued to move towards targeting the youth and modern
lifestyle consumers. Even though the generation today doesn’t bother to consider
Ayurveda as seriously as the earlier generations did, but Dabur has been
constantly attracting the youth by its appealing packaging of products and
marketing strategies. 
The target market of the company covers the consumers in the 15 – 40 years age
bracket of which most of them are closer to the upper limit. The smell, taste, and
looks of all Dabur products are made consciously with the approach to appeal to
this target market.
Pricing Strategies:

Dabur has tactfully organized its pricing strategies. The company has
differentiated its premium products from other variants under every category due
to which prices of the products vary from one another. Considering the
competitors like HUL, Pepsi co. etc, Dabur has kept its price affordable so that
every family of all income classes can buy Dabur products. 

Also by providing premium products, Dabur also targets upper-class families to

fulfill their needs as well. Also, the company tries to give a high margin to all the
stockholders so that they don’t lose interest in the company’s products and also
enjoy good profits on sales.

Social Initiatives and campaigns:

Dabur often invests its resources in many social initiatives and campaigns, for
example, in uplifting the rural areas. By doing such activities, Dabur attracts the
attention of the masses by touching the sentiments of Indian consumers.
 Innovations

Innovations in packaging :

Taking a leap forward on the path to Environment Sustainability, India’s leading

Science-based Ayurveda major Dabur India Ltd is now moving towards removing
outer paper cartons from its flagship Ayurvedic toothpaste brand Dabur Red
Paste. Dabur India Ltd today announced the launch of its pilot initiative to remove
paper cartons from Dabur Red Paste. The innovative carton-free eco-friendly
packaging is being rolled out in key Modern Trade outlets in a joint initiative with
Reliance Retail
Interactive storytelling to captivate their audience:

For both their hair oil products, Dabur decided to give audiences the option to choose
which storyline they wanted to follow, based on whether they chose to skip or interact
with the content. Using a series of bumpers, Trueview in-stream, and non-skippable
video ads, Dabur could determine the next ad to be served based on a person’s previous
interaction with the video.

Viewers that chose to watch the video without skipping, saw ads communicating the
usage and product benefits. A different creative was used for each product, with Dabur
Vatika focusing on a celebrity testimonial, while Dabur Amla’s messaging adopted a
more emotional storyline that depicted an Indian couple exemplifying the
brand’s “strengthening hair, strengthening relationships” messaging. These creative
elements were consistent with the brand’s positioning over many years, but were
adapted for this new digital platform.

Dabur employed the same strategy for both products, “viewers” saw the story progress
in a linear manner while those that chose to skip the ads were shown only the key brand
benefits via non-skip bumpers.
Coping with the time and need of customer:
Dabur has a strong pipeline of new products in place with many of these being in
the healthcare and personal hygiene space. Prior to the Covid-19 spread, we had
prepared a launch strategy for these products. Given the spread of the disease,
we have decided to pull forward launch plans to meet the needs of our
consumers across the country.
The company is looking at extending it's beyond the current paste-like format to
more formats like a capsule or tablet form. For Glucose, it is looking at launching
a capsule format. It has recently also launched it in a sachet form targeting rural
markets.
Also, Honey will see the addition of value-added variants. Over the past few
months, the company has launched a few variants like Dabur Honey Tulsi, and
organic honey variants on e-commerce. It is now looking to launch a Sitopaladi
Honey variant soon.
With cough being one of the significant symptoms of COVID-19, the company also
sees demand for its cough syrup product Dabur Honitus. 
 Recommendations

 Focus on growing core brands across categories.

 Reaching out to new geographies areas

.
 Improve operational efficiencies by leveraging technology.

 Be the preferred company to meet the health and personal grooming needs
of our target consumers with safe, efficacious, natural solutions by
synthesizing the deep knowledge of ayurveda and herbs with modern
science.

 Provide consumers with innovative products within easy reach.

 Be a professionally managed employer of choice, attracting, developing and

retaining quality personnel.

 Build a platform to enable Dabur to become a global ayurvedic leader

 Dabur needs to focus on their core brands to leverage their competitive

advantage. This needs to be done across new geographies areas. Its
strategic allocation of resources in leveraging technology would help
improve operational efficiencies.

 Strategic positioning with increased brand visibility to occupy more shelf

space would strategically propel Dabur to the top three FMCG company in
India. Continuous innovation, especially in the personal care segment,
internationally along with premium pricing in the US market will help Dabur
enhance its performance. In distribution,