MARKETING MANAGEMENT

REPORT ON
“DABUR AMLA HAIR OIL”

Under the guidance of

Dr. Mukesh Mishra

Submitted By:

Name Seat No Enrollment No

Bhaswar Das 68 23BSPHH01C0318

Bipasha Nag 69 23BSPHH01C0742

Yashjeet Mohapatra 70 23BSPHH01C0495
Khushi Agarwal 71 23BSPHH01C1086
Mayur Bhapkar 72 23BSPHH01C0476
Target Market:

Que 1: What customer needs does the company aim to fulfill? Who are the customers with
this need?

Ans: Dabur Amla Hair Oil was developed in 1885 as an Ayurvedic hair oil made from the Indian
gooseberry (amla). Dabur Amla Hair Oil aims to fulfill several customer needs, catering to both
the functional and aspirational desires of their target audience:

Functional Needs:

Dabur Amla Hair Oil positions itself as a comprehensive solution for various functional hair care
needs. With a focus on reducing hair breakage and promoting optimal hair growth, the product
aims to address the fundamental requirement of effective hair nourishment. The formulation,
enriched with the goodness of amla, a potent natural ingredient, contributes to the prevention of
dryness, strengthening hair from the roots. This resonates well with customers seeking traditional
and Ayurvedic solutions for their hair care needs.

Emotional Needs:

Beyond functional benefits, Dabur Amla Hair Oil establishes an emotional connection with
consumers. The promise of shinier, smoother, and more manageable hair plays a crucial role in
enhancing the customer's confidence in their appearance. The brand leverages its cultural roots,
emphasizing Ayurvedic traditions, to appeal to consumers who value a holistic and natural
approach to beauty. This emotional resonance positions the product as more than just a hair care
item but as a part of the customer's overall well-being.

Target Customers:

Primary Customers:
Dabur Amla Hair Oil primarily targets women aged 18-60, recognizing them as influential
decision-makers for household hair care products. This demographic aligns with the brand's
emphasis on family-oriented marketing.

Secondary Customers:

The secondary customer segment includes individuals dealing with specific hair concerns such as
dryness, dullness, and hair fall. Additionally, health-conscious consumers who prioritize natural
ingredients for holistic health and beauty are part of the secondary customer segment.

Que 2: What other entities will work with the company to fulfill the identified customer
need?

Ans: Dabur Amla Hair Oil company, to fulfill the identified customer needs of both functional
hair care and emotional connection, collaborates with various entities throughout its value chain.
Here's a breakdown:

Direct Partners: Collaborations with various entities throughout the value chain contribute
significantly to meeting customer needs effectively.

Ingredient Suppliers: Dabur Amla Hair Oil collaborates with suppliers providing high-quality
amla, ensuring the formulation's effectiveness. Maintaining strong partnerships with these
suppliers is crucial for securing the necessary raw materials.
Packaging Manufacturers: Effective and user-friendly packaging is essential for the overall
customer experience. Collaborating with packaging manufacturers ensures that the product is not
only functional but also appealing on the shelves.

Retailers: Establishing strategic partnerships with retailers and distributors ensures widespread
availability and increased brand visibility. These collaborations play a critical role in influencing
accessibility and brand awareness.

Marketing and Advertising Agencies: The emotional connection with consumers is fostered
through effective marketing campaigns. Collaboration with advertising agencies helps in creating
compelling stories, visuals, and messaging that resonate with the target audience.

Technology Providers: Utilizing technology for research, development, manufacturing, and

marketing is a crucial aspect. Collaborating with tech companies ensures that Dabur Amla Hair
Oil stays innovative and aligns with evolving customer expectations.

Indirect Partners: Indirect partners contribute to the brand's success in less direct ways,
enhancing the overall customer experience.

Influencers and Celebrities: Collaborating with influencers and celebrities contributes to the
emotional connection by providing testimonials and endorsing the product. This enhances brand
credibility and visibility among a broader audience.

Environmental Organizations: Collaborations with environmental organizations on

sustainability initiatives address growing consumer concerns about eco-friendly products.
Demonstrating a commitment to environmental responsibility aligns with the values of socially
conscious consumers.

Social Media Platforms: Social media platforms provide a direct channel for Dabur Amla Hair
Oil to engage with consumers, understand their needs, and build brand loyalty. Leveraging these
platforms is essential for staying connected with the target audience.

Research Institutions: Collaborations with research institutions contribute to staying ahead in

hair care innovations. This ensures that the product remains at the forefront of technology and
scientific advancements in the industry.
Recent Collaborations:

Recent collaborations highlight Dabur Amla Hair Oil's strategic approach to partnerships:

Celebrity Hairstylist Campaign: The collaboration with a celebrity hairstylist in marketing

campaigns showcases the product's effectiveness. The hairstylist's endorsement contributes to
building an emotional connection and trust among consumers.

Environmental Initiative: Collaborating with an environmental organization to promote

eco-friendly packaging and sustainable sourcing demonstrates the brand's commitment to social
responsibility. This resonates with environmentally conscious consumers.

Que 3: What are the company’s resources that will enable it to fulfill the identified
customer needs?

Ans: Dabur Amla Hair Oil leverages a multitude of resources to cater to the functional and
aspirational needs of its target audience:

Manufacturing Facilities: Dabur Amla Hair Oil benefits from state-of-the-art production
facilities equipped with advanced technology. These facilities are essential for the efficient and
large-scale production of high-quality hair oil.

Research and Development (R&D) Department: Investment in the Research and

Development department is crucial for continuous innovation. This ensures the development of
products that address evolving customer demands in the dynamic hair care sector.
Supply Chain Management: An efficiently operated supply chain guarantees the availability of
raw materials, streamlined production processes, and timely delivery of finished products. This is
essential for meeting customer needs consistently.

Distribution Channels: Dabur Amla Hair Oil has established extensive distribution networks to
ensure product availability across various retail outlets, supermarkets, and online platforms.
These channels contribute to reaching a diverse customer base.

Marketing and Brand Reputation: The brand's excellent standing is a significant asset.
Effective marketing techniques foster consumer loyalty and communicate the positive attributes
of the product, contributing to overall brand reputation.

Human Resources: Skilled and informed personnel are vital for product development,
marketing, sales, and customer service. Well-trained staff positively impact the company's
overall performance.

Mechanisms for Acquiring and Interpreting Client Feedback: Establishing effective

mechanisms for gathering and analyzing client feedback is essential. This ongoing feedback loop
aids in understanding customer preferences and making continuous improvements to products.

Quality Control Measures: Implementing robust quality control measures is crucial to ensure
that Dabur Amla Hair Oil meets or surpasses customer expectations. Adhering to industry
standards is essential for building trust and credibility.

Technological Infrastructure: Leveraging digital platforms and advanced manufacturing

techniques contributes to improved productivity, creativity, and customer interaction. Staying
technologically advanced is essential in a competitive market.

Sustainable Practices: Responding to environmental concerns, Dabur Amla Hair Oil prioritizes
eco-friendly packaging, sustainable sourcing, and minimizing the adverse impact of products on
the environment. This aligns with the values of environmentally conscious consumers.

Innovation in Formulation: Continuous investment in research and development ensures that

Dabur Amla Hair Oil remains at the forefront of hair care innovation. The formulation, enriched
with natural ingredients, showcases the brand's commitment to delivering effective solutions.
Consumer-Focused Approach: Human resources play a pivotal role in maintaining a
consumer-focused approach. Regular training and development programs ensure that the team is
well-equipped to understand and cater to evolving customer needs.

Adaptability to Market Trends: Staying connected to market trends requires ongoing

assessments and adaptations. Dabur Amla Hair Oil's ability to interpret market dynamics and
swiftly respond with relevant products is a testament to its resources for market agility.

Ques 4: Discuss the pricing of “Dabur Amla Hair Oil”.

Ans: Dabur Amla Hair Oil adopts a dynamic pricing strategy, considering various factors beyond
simple cost-based calculations. Here's a breakdown of their approach:

Pricing Strategy Overview: Pricing strategy is a critical component of Dabur Amla Hair Oil's
marketing mix. The company adopts a combination of pricing techniques based on market
dynamics and consumer preferences.

Premium Pricing for Value: Dabur Amla Hair Oil positions itself as a premium hair care
product, justifying a price point that reflects the value it offers. The nutrient-rich formulation,
natural ingredients, and effective results contribute to the perceived value for the consumer.

Penetration Pricing for Market Share: In specific categories and variants, Dabur Amla Hair
Oil employs penetration pricing to gain a larger market share. Lower prices in these segments
aim to attract price-sensitive consumers, fostering brand loyalty and market expansion.

Product Differentiation: The brand differentiates its pricing across various flavors and
categories. For instance, the Jasmine and Rose flavor in the 6 kg category is positioned as the
costliest at Rs. 506/6kg, emphasizing the premium quality and distinct features of the variant. In
contrast, the “Nimbu Chandan'' flavor is available only in 500gm and 1kg categories, positioned
as the most affordable among all flavors in all categories.

The Three Cs of Pricing: Understanding and applying the three Cs—Cost-based,

Customer-based, and Competition-based—form the basis of Dabur Amla Hair Oil's pricing
strategy.

Cost-Based Pricing: Dabur Amla Hair Oil assesses its costs comprehensively, considering
variable expenses, fixed costs, depreciation, and opportunity costs. This ensures that the pricing
decisions are grounded in the financial sustainability of the company.

Customer-Based Pricing: Understanding the target customers is essential for setting a price that
resonates with their perceived value of the product. Dabur Amla Hair Oil gauges consumer
preferences and purchasing behavior to align pricing with customer expectations.

Competition-Based Pricing: Keeping an eye on competitors helps in determining the brand's

competitive position in the market. Dabur Amla Hair Oil strategically sets prices, taking into
account the offerings of competitors to attract customers while maintaining perceived value.

Implementation in Practice:Implementing pricing decisions based on costs involves a nuanced

approach. Dabur Amla Hair Oil ensures that costs are thoroughly evaluated, allowing for
flexibility in pricing decisions based on market dynamics. For instance, a unique relationship
with a customer may involve long-term considerations beyond immediate transactions.

Adapting to Market Dynamics: Dabur Amla Hair Oil's adaptability to market dynamics is
evident in its pricing strategy. The brand recognizes the need to respond to changing consumer
preferences, economic fluctuations, and competitive pressures. This adaptability ensures that
pricing remains relevant and competitive in the ever-evolving hair care market.
Ques 5: What were the distribution strategies followed by "Dabur Amla Hair Oil"?

Ans: Distribution Channel Overview:

Dabur Amla Hair Oil's distribution strategy is a key element of its market success, ensuring
widespread availability and accessibility. The brand employs a mix of traditional and modern
distribution channels to reach diverse consumer segments.

1. Retail Expansion: Dabur Amla Hair Oil strategically focuses on expanding its presence in
traditional retail channels, including local stores, supermarkets, and pharmacies. This approach
ensures that the product is easily accessible to a broad demographic, especially in regions where
traditional retail remains prevalent.

2. Rural and Urban Presence: Recognizing the diverse consumer landscape in India, Dabur
Amla Hair Oil maintains a dual focus on both rural and urban markets. In rural areas, the brand
taps into the extensive network of local retailers, leveraging the trust these establishments hold in
the community. In urban areas, supermarkets and modern trade outlets become key distribution
points, catering to the preferences of urban consumers.

3. Consumer Behavior Analysis: The brand conducts regular analyses of consumer behavior to
adapt its distribution strategies. Understanding where and how consumers prefer to purchase hair
care products allows Dabur Amla Hair Oil to optimize its distribution network to align with
consumer preferences.
4. Strategic Retail Partnerships: Collaborations with major retail chains and outlets enhance
the brand's distribution network. By partnering with established retailers, Dabur Amla Hair Oil
ensures prominent shelf space, increasing visibility and attracting more customers.

5. E-commerce Presence: In response to the growing trend of online shopping, Dabur Amla
Hair Oil has a robust presence on various e-commerce platforms. This approach caters to
consumers who prefer the convenience of online shopping and allows the brand to reach a
broader geographical audience.

6. Distributor and Retailer Engagement: The brand actively engages with distributors and
retailers, employing a push strategy. By building strong relationships with these stakeholders,
Dabur Amla Hair Oil ensures that the product is consistently stocked and promoted at the point
of sale.

7. Marketing and Point-of-Sale Materials: Dabur Amla Hair Oil employs marketing and
point-of-sale materials to support its distribution strategies. Eye-catching displays, product
placements, and promotional materials in retail outlets create visual appeal, capturing the
attention of potential customers and influencing purchase decisions.

8. Beauty Salons and Influencers: Collaborations with beauty influencers and salons contribute
to both push and pull strategies. By featuring the product in salons and partnering with
influencers who endorse the brand, Dabur Amla Hair Oil enhances its visibility and credibility
among consumers.

9. Pull Strategy through Advertising: Simultaneously, the brand utilizes a pull strategy by
investing in advertising and marketing campaigns that create consumer demand. Television
commercials, digital marketing, and other promotional activities encourage consumers to
actively seek and purchase Dabur Amla Hair Oil.

10. Responsive Distribution Networks: Dabur Amla Hair Oil's distribution strategy is adaptive,
responding to regional variations and changing market dynamics. The brand's ability to tailor its
distribution channels based on the unique characteristics of different markets positions it as a
flexible and responsive player in the hair care industry.
Ques 6: Customer Value Proposition of Dabur Amla Hair Oil?

Ans: Dabur Amla Hair Oil, a leading brand in the hair care industry, has crafted a robust
Customer Value Proposition (CVP) that extends beyond being a mere hair oil. The brand strives
to provide both tangible and intangible benefits to its target customers, encompassing functional,
emotional, and social values.

1. FUNCTIONAL VALUE:

Nourishing Hair Care: Dabur Amla Hair Oil's primary value proposition lies in its exceptional
ability to nourish and care for hair. Enriched with the goodness of amla (Indian gooseberry), the
oil caters to customers who prioritize hair health and strength.

Product Range: Dabur Amla Hair Oil offers a diverse range of products, including variations
such as Dabur Amla Jasmine Hair Oil and Dabur Amla Gold Hair Oil. This wide product range
is tailored to meet the different needs and preferences of consumers, addressing various hair care
challenges.

Enhanced Shine: The hair oil is designed to provide a lasting shine to the hair, promoting a
healthy and lustrous appearance. This feature appeals to customers who value the aesthetic
aspect of hair care.

Convenience in Application: Dabur Amla Hair Oil ensures convenience in usage, with
user-friendly packaging and application. The brand understands the importance of easy
application, resonating with customers who appreciate hassle-free hair care routines.

2. EMOTIONAL VALUE:

Confidence and Beauty: Clean and well-nourished hair contribute to an individual's confidence
and sense of beauty. Dabur Amla Hair Oil positions itself as a reliable partner in helping
customers achieve hair that exudes confidence and beauty.

Stress Reduction: Hair care is an essential aspect of personal grooming, and Dabur Amla Hair
Oil acknowledges the potential stress associated with maintaining healthy hair. The brand's
effectiveness and user-friendly application contribute to stress reduction in the realm of hair care.
Cultural Connection: Dabur Amla Hair Oil, deeply rooted in Indian heritage, evokes a sense of
cultural connection and familiarity. This emotional link with traditional hair care practices
influences brand loyalty and preference among consumers.

3. SOCIAL VALUE:

Community Health Initiatives: Dabur Amla Hair Oil aligns itself with community health
initiatives, emphasizing the brand's commitment to overall well-being. This resonates with
socially conscious customers who appreciate brands actively contributing to community welfare.

Sustainable Practices: The brand may implement eco-friendly practices in its production and
packaging, appealing to environmentally conscious consumers. Dabur Amla Hair Oil's
commitment to sustainability aligns with the values of customers who prioritize responsible and
eco-friendly brands.

Shared Cultural Experience: Hair care is a shared cultural experience in many households, and
Dabur Amla Hair Oil becomes a part of this shared tradition. Using the product creates a sense of
connection among families and communities, fostering a shared cultural experience in hair care
practices.

Exhibits