Marketing Strategy of Dabur – Dabur Marketing Strategy: Dabur India Limited (DIL) is the fourth largest FMCG company in India. With a legacy of more than 120 years built on attributes of quality and trust, Dabur has proven its expertise in the fields of health care, personal care, Homecare, and food.
The test of a successful company is to further harness energies, align priorities and rededicate themselves for achieving even higher goals.”
– V.C. Burman
Dabur At A Glance – Marketing Strategy of Dabur
Company : Dabur Ltd
CEO: Mohit Malhotra
Founder: S.K. Burman
Year founded: 1884
Annual Revenue: US$1.2 billion
Profit | Net income: US$190 million
Number of employees : 7,740
Products & Services: Hair Care, Oral Care, Health Care, Skin Care, Home Care Products, and Foods
Dabur Fun Facts: The name Dabur is derived from the founder’s name (Dr SK Burman) who was popularly known as Daktor Burman.
Marketing Strategy of Dabur
Dabur’s Marketing Strategy covers various aspects of the business right from segmentation and targeting to the overall mission and vision of the company and the various parameters which the company executes to become the top brand that it has in the market. So what is the Marketing Strategy of Dabur? Let us discuss.
Segmentation, Targeting, Positioning – Dabur Marketing Strategy
Dabur is among the biggest Ayurveda as well as natural health businesses around the globe, offering a collection of more than 250 Ayurveda and natural items. While the majority of its offerings are mass-produced products, some utilize a behavioral or demographic basis to segment (Like its name, for instance, Nature’s Best was developed to specifically target sales to institutions such as airlines, hotels, etc.). These types of segmentation are utilized to help make Dabur’s product affordable for all social classes. Dabur products are designed for all households, but most of its clients are middle-class people.
Dabur initially was ambiguous in its branding. It was not clear to the public that even though they’re in Health Care and personal care, food, and home care, Dabur was dropping its old-fashioned umbrella branding strategy that had its entire range of products range was available under one umbrella. They realized this error and changed their brand positioning in terms of their advantages. Additionally, they split their FMCG and pharmaceuticals business.
Dabur Mission Statement
Dabur Vision Statement
“Dedicated to the health and well-being of every household”.
Competitive Advantage – Marketing Strategy of Dabur
The extensive distribution channel that covers both urban and rural markets with its 600+ distributors, as well as a network that includes 2.8 million retail stores, has allowed Dabur to reach out to every corner and corner of India. The use of technology as a strategic tool to support the company’s strategic strategy and also in improving the internal logistics and distribution processes to massive retailers and setting up the right metrics and incentive programs in place to achieve specific goals like regular sales at grocery stores, better service to pharmacies and increased sales through wholesale channels has allowed Dabur to gain an edge over other established companies like HUL, P&G, & ITC as well. There are production facilities located in India as well as outside countries through its subsidiaries that are helping the company use its shared resources to become an international company.
BCG Matrix – Dabur Marketing Strategy
When we plot Dabur’s Dabur’s products in the BCG matrix we can observe that it is
Gulabari Jal, health supplements, hair oil, and the food industry are stars that have an impressive share of the market but also fierce competition.
Personal care and home care products pose in question because of the presence of huge corporations in the marketplace.
Hajmola, Chawanprakash, Glucose-D & Pudin Hara are Cash Cows.
Distribution Strategy – Marketing Strategy of Dabur
In the FMCG business distribution plays an important part. To make items accessible to all corners & Corner Company has to select the right method.
Dabur makes its products that are sold in grocery stores pops and mums departmental stores, etc. via a 3 Tier delivery system i.e. starting from C&F( Carried and forwarding agent) through wholesalers to stockists, then Retail outlets to final consumers. In the case of supermarkets, the goods are made available to Institutions via C& F. from C&F to wholesalers -to retailers -to C&F.
Brand equity – Dabur Marketing Strategy
It is a brand with solid brand recognition. It has a good reputation in rural and in urban regions. Dabur follows a general brand strategy. Dabur’s logo Dabur is a banyan tree that represents Dabur’s past, loyalty, and security. It also signifies Dabur’s commitment to well-being across all age groups. Dabur’s portfolio of brands of Dabur comprises five powerful brands. Dabur is a brand that covers all health products like honey and Chawanprakash Vatika for natural cosmetics and a beauty brand that is gaining a market image. Anmol is available as value for money segment for the personal health market. The Real brand is the principal brand for food products as well as Hajmola is for digestion. In addition, there are many other brands within the tree.
Competitive Analysis – Dabur Marketing Strategy
Dabur can’t afford to adopt just one strategy to compete effectively with its competition. Dabur is in a very competitive FMCG market, which is comprised of large MNCs such as HUL, P&G, Pepsico, etc. It is not able to afford to opt for solely aggressive strategies that directly impact its bottom line.
Furthermore, the nature of the market is constantly changing. Thus, the business cannot be stationary in executing a particular strategy. Sometimes, it adopts offensive strategies while at other times it employs defensive strategies. strategies. They have been restructured and changed in 2010 to reposition their distinct brand names in the year 2010 to build a distinct branding.
The most important factor to consider for policy is that it must take into account the company’s strength and its clear and long-term edge in a competition that is derived from the genes which are always found within the company’s value chain and this is what assisted Dabur during the transition.
Market Analysis – Marketing Strategy of Dabur
FMCG and pharmaceutical industry is already saturated with national and local companies but the potential for penetration into the market that isn’t yet tapped is driving the industry’s development. Dabur is home to several brands that do not have a significant presence in the market, such as Home Care and Personal Care products. It is also market-leading in certain product categories such as Chawanprakash and health supplements, Glucose-D, and the real juice of the fruit.
Customer Analysis – Dabur Marketing Strategy
Like every other FMCG company, Dabur products are utilized by all segments of society. However, middle-class mass buyers make up the largest segment of consumers.
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