25-08-2017, 09:32 PM
MARKETING STRATEGIES OF DABUR
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AREA OF SPECIALISATION
Marketing, more than any other business function deals with customers. Creating customer value and satisfaction are the heart of modern marketing thinking and practice.
Sound marketing is critical to the success of any organisation- large or small, for profit or non-profit, domestic or global. Large for-profit firms such as McDonnell’s, Sony Fed Ex use marketing, but so do non-profit organisations such as colleges, hospitals, museums and even churches.
Many people think of marketing only as selling and advertising. However, selling and marketing are only the tip of the marketing iceberg.
Today, marketing must be understood not in the old sense of making a sale- “telling and selling”- but in the new sense of satisfying consumer needs.
If a marketer does a good job of understanding consumer needs; develops products that provide superior value; and prices, distributes and promotes them effectively, these products will sell very easily. Thus selling and marketing are only a part of a larger “marketing mix”- a set of market tools that work together to affect the market place.
Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.
DABUR INDIA LIMITED
Over hundred years of caring...
Dabur commenced operations in 1884 and is today a multilocational, multiproduct enterprise. The Company has major interests in health and beauty care. Dabur is a leader in Ayurveda - the traditional Indian health care system. The Company manufactures and markets a range of oncologicals. Dabur is one of the few companies in the world to produce Paclitaxel - an anti cancer drug. The Company has developed its own eco-friendly process to manufacture this drug from raw material stage.
The Company has 12 manufacturing plants in India, Nepal and Egypt. Dabur products are also manufactured in Dubai. Dabur has transnational network of 19 offices servicing both rural and urban markets in India. The company has sales and marketing offices in Dubai and London.. Dabur products are available in over 50 countries. Dabur has collaborated with leaders in their fields to set up joint ventures in India. The joint venture with Agrolimen of Spain, General De Confiteria India Limited, manufactures confectioneries. Dabur International Limited, the joint ventures with Bon Grain of France, will manufacture specially cheese. Dabur has collaborated with Osem of Israel to manufacture bakery specially and another food products.
EXPORTS
Healthcare products and family products brands contribute 35% of Dabur’s Export sales. Bulk Drug, including fluconazole, terfenadine and anti-cancer drugs, accounts for a further 14% of exports, while oil, spices and gum accounts for the remainder. The companies leading exports is Amla Hair Oil, which is particularly popular in U.K and the Middle East. Other principal market include Bangladesh, Sri Lanka and Malaysia, although the company products are available in cover 50 countries in total.
In terms of recent international launches, the company introduced six single-ingredient ayurvedic OTC dietary supplements under is Nature Care label in the U.K, Germany and Italy.
The recent past has spawned a unique economic era. Over the century of presence against the background of varying economic conditions, has strengthened Dabur’s marketing skills. Dabur has cope with, indeed thrive in a changing marketing environment. As a marketer Dabur has listened, learned, reacted and then created products that have stood the best of time. Products that have evoloved to become household names in over 35 countries.
Global Vision coupled with motivated human resources, appropriate technologies and optimum utilisation of resources at all levels are today the key ingredients for a successful enterprise. These are very foundations of Dabur’s corporate philosophy.
ADVERTISING
The new advertising campaigns were taken by 112- year old company to position it as a contemporary, up market company. Forget dada- dadi’s brand. The 112-year old veteran in pharmaceuticals and hair care, Dabur India limited is swiftly shedding its traditional trappings and turning contemporary and chic. It is not just the product profile that is metamorphishing, through Dabur’s new offerings Samara cosmetics, Real fruit juices and home made pastes are more trendy than its old brands Pudin Hara, Dabur Amla Hair Oil and Chyawanprash. Far more interesting is the change in the company’s positioning. From sedate endorsements from filmstars and rishis.