Published by MBA Skool Team, Last Updated: December 05, 2016
Marketing Strategy of Dabur analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Dabur marketing mix, help the brand succeed.
Dabur marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Dabur Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
Dabur Product Strategy:
The product strategy and mix in Dabur marketing strategy can be explained as follows:
Dabur has a wide range of product portfolio. The following are the products in the marketing mix strategy offered by Dabur globally:
• 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, Men’s hair tonic, Men’s hair cream and kids 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 house of Dabur (Classic range, Gel range, Premium range, New ingredient range)
• Skin Care: DermoViva USA, Fem and Jaquline are the brands offered in this category.
The prodcuts include face wash, face scrub, face mask, body creams, body lotions, sun care, soap, body wash and hand wash.
• 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 powder and baby wipes.
The following are the product categories offered by Dabur in India: Health Supplements, Digestives, Shampoos, Hair Oils, Skin Care, Foods, Oral Care, TC & Ethicals, Home Care, Guar Gum. Dabur positions its products as healthy for its customers. Its committed in offering its customers products that are of excellent quality and are herbal.
Image: company website
Dabur Price/Pricing Strategy:
Below is the pricing strategy in Dabur marketing strategy:
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 high end target segment. For its low cost products, the prices are kept low and competitive pricing strategy is followed. More emphasis is given on the product quality and its products are priced low to gain more customer base. Its main aim is to sell more units although through a lesser margin. Since it a competitive industry with major players, Dabur has to follow a competitive pricing policy for its non-premium products to sustain itself in the long run.
Dabur Place & Distribution Strategy:
Following is the distribution strategy in the Dabur marketing mix:
Dabur is one of the leading FMCG companies in India. The main aim of the FMCG company is to make its products available at most number of outlets and also to ensure that there is no stock out. Shelf space also plays an important role in creating visibility. Being in the industry for many years, Dabur has built an extensive network of distribution channels. The marketing mix promotional strategy of Dabur is dependent upon its manufacturing plants, distributors and retailers. The distribution is not only in India but abroad as well.
In India, Dabur has various plants manufacturing located throughout the country. Most of its plants are located in Himachal Pradesh, Rajasthan and Madhya Pradesh. From these plants, the products are transported to the carrying and forwarding agents. From there they are passed down to the stockists, distributors, wholesalers and then retailers and Kirana stores from where the final consumers can purchase 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, UK, Nigeria, US and Nepal where they have overseas offices which manage the distribution and sales.
Dabur Promotion & Advertising Strategy:
The promotional and advertising strategy in the Dabur marketing strategy is as follows:
Dabur does its major promotions through TV advertisements. In India, famous celebrities and sportsmen endorse their products. Amitabh Bachchan is seen in ads like Dabur Chyawanprash and Dabur Hajmola. Sonakshi Sinha endorses for Dabur Vatika. It also advertises on newspapers. Hoardings are put up at retailers and supermarkets. This covers the marketing mix of Dabur.
Dabur is India’s largest Ayurvedic medicine and related products manufacturer. It was founded in 1884 by SK Burman. Its headquartered in Ghaziabad, Uttar Pradesh.
Its 2015-2016 revenue is US $1.3 billion. Dabur's main competitors are HUL, Godrej Consumer, Colgate, Marico, Jyothi labs among others.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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