26-08-2017, 10:11 AM
Dabur India Ltd. is the fourth largest fast consumer goods company (FMCG) in India, which generates an income of over INR 8,454 crores (2015-16), along with market capitalization of over INR 50,120 crore . The legacy of Dabur is 130 years. Being the most reliable name in India and the largest ayurvedic medicine manufacturer in the world, Dabur today has over 381 trusted products through 21 categories.
It was founded by Dr. S. K. Burman, a physician in West Bengal. He designed Ayurvedic medicines for diseases like malaria and cholera. The medicines soon traveled and became known as the trusted doctor or 'Daktar' who came up with effective cures. The name Dabur is derived from the Devanagri interpretation of 'Daktur Burman'. Dabur has successfully transformed itself from being a family-run business to a professionally managed company.
Dabur Future Plans
• To launch more products
In the next year, Dabur is planning to launch more products in all categories. However, none will be launched exclusively in digital media. The main means of marketing will be television, which will be leveraged in order to reach out to customers in Tier 2 and higher cities.
Product:
Dabur has a wide range of products. The following are the products of Dabur's marketing mix strategy worldwide:
• Hair Care: Dabur Amla and Vatika Naturals are the brands in this category
This category includes products such as hair oils, shampoos, conditioners, hair cream, hair oil treatment, shampoo replacement, male hair tonic, men's hair cream and children's oil.
• Oral Care: Dabur Herbal and Dabur Miswak are the two brands offered in this category
The products include a range of natural toothpastes from the Dabur house (Classic range, Gel, Premium, New range of ingredients)
• Skin Care: DermoViva USA, Fem and Jaquline are the brands offered in this category.
The prodcuts include face wash, facial scrub, face mask, body lotions, body lotions, sun care, soap, body wash and handwashing.
• Baby Care: DermoViva Baby is the brand offered in this category.
The product list includes hair oils, massage oils, soaps, shampoos, body lotions, creams, enriched powders and baby wipes.
The following are the product categories offered by Dabur in India: Health Supplements, Digestive, Shampoos, Hair Oils, Skin Care, Food, Oral Care, TC & Ethics, Home Care, Guar Gum. Dabur positions its products as healthy for its customers. It is committed to offering its customers excellent products and herbs.
Price:
Dabur follows different pricing strategies in its marketing mix for different product offerings. For its premium products, such as Dabur Herbal (Premium range), sun care, body wash, body creams are priced at a premium as they are targeted at the high end segment. For its low-cost products, prices remain low and the competitive pricing strategy is followed. More emphasis is placed on the quality of the product and its products have a low price to gain more customer base. Its main objective is to sell more units though through a smaller margin. Because it is a competitive industry with great actors, Dabur has to follow a policy of competitive prices for its non-premium products to stay in the long term.
Place:
Dabur is one of the leading FMCG companies in India. The main objective of the consumer goods company is to make its products available at most points of sale and also to make sure there is no stock. The space on the shelf also plays an important role in creating visibility. Being in the industry for many years, Dabur has built an extensive network of distribution channels. Dabur's marketing mix marketing strategy depends on its manufacturing plants, distributors and retailers. The distribution is not only in India but also abroad.
In India, Dabur has several manufacturing plants located throughout the country. Most of its plants are in Himachal Pradesh, Rajasthan and Madhya Pradesh. From these plants, the products are transported to the agents of transport and expedition. From there they are transmitted to distributors, distributors, wholesalers and retailers and Kirana stores from where the final consumers can buy the products. Sometimes the products are transported directly to the supermarkets and modern retail through the distributors.
Dabur also exports its products to Dubai, Bangladesh, Egypt, United Kingdom, Nigeria, USA. And Nepal, where they have offices abroad that manage distribution and sales.
Promotion:
Dabur makes its main promotions through television commercials. In India, famous celebrities and athletes endorse their products. Amitabh Bachchan is seen in advertisements like Dabur Chyawanprash and Dabur Hajmola. Sonakshi Sinha supports Dabur Vatika. He also advertises in newspapers. The panels are placed in retailers and supermarkets. This covers Dabur's marketing mix.
It was founded by Dr. S. K. Burman, a physician in West Bengal. He designed Ayurvedic medicines for diseases like malaria and cholera. The medicines soon traveled and became known as the trusted doctor or 'Daktar' who came up with effective cures. The name Dabur is derived from the Devanagri interpretation of 'Daktur Burman'. Dabur has successfully transformed itself from being a family-run business to a professionally managed company.
Dabur Future Plans
• To launch more products
In the next year, Dabur is planning to launch more products in all categories. However, none will be launched exclusively in digital media. The main means of marketing will be television, which will be leveraged in order to reach out to customers in Tier 2 and higher cities.
Product:
Dabur has a wide range of products. The following are the products of Dabur's marketing mix strategy worldwide:
• Hair Care: Dabur Amla and Vatika Naturals are the brands in this category
This category includes products such as hair oils, shampoos, conditioners, hair cream, hair oil treatment, shampoo replacement, male hair tonic, men's hair cream and children's oil.
• Oral Care: Dabur Herbal and Dabur Miswak are the two brands offered in this category
The products include a range of natural toothpastes from the Dabur house (Classic range, Gel, Premium, New range of ingredients)
• Skin Care: DermoViva USA, Fem and Jaquline are the brands offered in this category.
The prodcuts include face wash, facial scrub, face mask, body lotions, body lotions, sun care, soap, body wash and handwashing.
• Baby Care: DermoViva Baby is the brand offered in this category.
The product list includes hair oils, massage oils, soaps, shampoos, body lotions, creams, enriched powders and baby wipes.
The following are the product categories offered by Dabur in India: Health Supplements, Digestive, Shampoos, Hair Oils, Skin Care, Food, Oral Care, TC & Ethics, Home Care, Guar Gum. Dabur positions its products as healthy for its customers. It is committed to offering its customers excellent products and herbs.
Price:
Dabur follows different pricing strategies in its marketing mix for different product offerings. For its premium products, such as Dabur Herbal (Premium range), sun care, body wash, body creams are priced at a premium as they are targeted at the high end segment. For its low-cost products, prices remain low and the competitive pricing strategy is followed. More emphasis is placed on the quality of the product and its products have a low price to gain more customer base. Its main objective is to sell more units though through a smaller margin. Because it is a competitive industry with great actors, Dabur has to follow a policy of competitive prices for its non-premium products to stay in the long term.
Place:
Dabur is one of the leading FMCG companies in India. The main objective of the consumer goods company is to make its products available at most points of sale and also to make sure there is no stock. The space on the shelf also plays an important role in creating visibility. Being in the industry for many years, Dabur has built an extensive network of distribution channels. Dabur's marketing mix marketing strategy depends on its manufacturing plants, distributors and retailers. The distribution is not only in India but also abroad.
In India, Dabur has several manufacturing plants located throughout the country. Most of its plants are in Himachal Pradesh, Rajasthan and Madhya Pradesh. From these plants, the products are transported to the agents of transport and expedition. From there they are transmitted to distributors, distributors, wholesalers and retailers and Kirana stores from where the final consumers can buy the products. Sometimes the products are transported directly to the supermarkets and modern retail through the distributors.
Dabur also exports its products to Dubai, Bangladesh, Egypt, United Kingdom, Nigeria, USA. And Nepal, where they have offices abroad that manage distribution and sales.
Promotion:
Dabur makes its main promotions through television commercials. In India, famous celebrities and athletes endorse their products. Amitabh Bachchan is seen in advertisements like Dabur Chyawanprash and Dabur Hajmola. Sonakshi Sinha supports Dabur Vatika. He also advertises in newspapers. The panels are placed in retailers and supermarkets. This covers Dabur's marketing mix.