Dabur

Presented by :
Kanika Jain-22BSP0737
Meghna Rawat-22BSP0936
Ritik Jain-22BSP1376
Sanya Takkar -22BSP2175
Shrishti- 22BSP1635
Himani- 22BSP2580
 Dabur

• Indian multinational consumer goods company.

• Manufactures Ayurvedic medicine and natural consumer products.
• One of the largest fast – moving consumer goods companies in India.
• Founded in – 1884 ; 138 years ago.
• Areas served – Worldwide.
• Products – Personal Care, Skin Care, Hair Care, Oral Hygiene, Health
supplements, Drinks.
 Consumer Needs

Dabur caters to the need for ayurvedic, herbal

and natural products.

Introduced a variety of low-priced affordable

items for Rural segments.

Variety of packaging as per the needs of

consumer. Example : Dabur Colgate – 200gms,
100gms, 40gms and 20gms.

In 2016, expanded their e-commerce network as

per the current customer trends.
 Consumer Segments

Demographic Psychographic
• Chyawanprash for old and middle age groups. According to Indian eating habits –
• Real Juniors (milk powder) for kids. . Hajmola
. Churan

Behavioral Geographic
Benefits from Hair oil and shampoo for women and Dabur Sivappun palpodi in South India.
girls Red toothpaste in East India.
• Dabur Vatika Shampoo.
• Dabur Amla Hair oil.
 Target Markets

Advanced Audiences in the age group of 18-34 years.

Target audiences interested in personal grooming, looking for hair care services and visiting hair
salon frequently.
Dabur used Audience First Approach, i.e., to choose the storyline and content according to what
there target audience need to follow.
Dabur chose to use intent signals as they knew one size doesn’t fit all approach.

Dabur has a very strong distribution network that makes it possible to reach there products
across the country at ease.
 Positioning
 consumers found it difficult to distinguish Dabur as a corporate brand and as a master
brand, the positioning was unclear to the public.
 Dabur diversified into number of areas, the image of Dabur was that of an Ayurvedic
company.
 In the public perception, Dabur products were associated with the 35-plus age group but
With almost seventy percent of India's population below 35.
 Dabur as a umbrella brand.

 Old and very medicinal looking packaging.

 Dabur's brand architecture with Dabur's brand equity pruning products that did not align
with the brand architecture and launching new products.
 The company focused on improving its sales revenue from southern India, which
contributed only 8 percent of the company's total revenue in 2003.
 Repositioning

 Moving away from using Dabur as an umbrella brand, the company shifted to
individual branding and came out with a new logo.
 The company tried to bring to its consumers its Ayurvedic legacy with a contemporary
feel.
 In order to convey a new vibrancy, the company has adopted new product offerings and
new packaging.
 It also took concerted steps towards geographical expansion to international markets,
and within India.
 Dabur's promotional campaigns includes leading Bollywood actors and sportstars, as it
created a new image in the market which also connected with youth under the age group
of 35 and less.
 Perceptual Map
• Used by marketers to help understand how consumers perceive competing brands Availability Vs Fruit Content
within a marketplace.
More Availability
• Here we have taken 4 competitors of Dabur Ltd. (Real juice) in the fruit juice
industry i.e Parle Agro (Frooti), PepsiCo (Slice & Tropicana), NutriAsia Pacific
Limited (Del Monte), ITC (B-Natural).

High fruit content

• We have taken two parameters i.e The availability of the product in the market and Dabur

Low fruit content

the fruit content in the juice on which we have compared Dabur Real juice with the Parle Agro PepsiCo
brands shown in perceptual map. PepsiCo

• After analysing the map we can find out that the Real juice of Dabur ltd. have more
availability in market as compared to its competitors. But in case of fruit content it is
behind ITC’s B-natural & Del Monte.

Market Share in %
NutriAsia
Others; Sales; 15; 15% ITC
Pacific
Dabur; Sales; 43.5; 44% Limited

Pepsico; Sales; 41.5; 42% Less Availability

Dabur Pepsico Others
 Marketing Strategies
Working Extensively On Websites.

like NewU and DaburUveda.com

Presence on Online Grocery Stores.

online grocery stores like Grofers and Big Basket.

Marketplace Exploration

Youthful Packaging

smell, taste, and looks of all Dabur products

Pricing Strategies

Social Initiatives

social initiatives and campaigns, for example, in uplifting the rural areas.
 Marketing Communication
Dabur’s YouTube Marketing Strategies
Brave and Beautiful! 
https://youtu.be/QomoNyfkqvg
Shuddhata sabke liye!
https://youtu.be/gT29tzfVNjY
 Dabur’s Influencer Marketing Strategies
https://youtu.be/mYPtZqTSgdY
Dabur’s Instagram Marketing Strategeies
E.g.  Hajmola,Odomos ,and Real. 
Thankyou