Target Market of Dabur

1. Prepared by
Adithya R Nair

2. DABUR
 Dabur India Limited is the fourth largest FMCG company
in India and also India’s largest ayurvedic medicine and
natural consumer products manufacturer.
 The company was founded by S.K. Burman in 1884 in
Ghazibad, Uttar Pradesh, India.
 The company is a world leader in Ayurveda with a portfolio
of over 250 herbal products.
 Dabur is making the products available in the
grocery/pops and mums, departmental stores etc.

3. PRODUCT LINE
 Health care
 Personal care
 Juices
 Home care
 Consumer health ethical
 Professional range

4. TARGET MARKET
 Dabur has a distribution network that covers 175 towns
and 75 thousand retail outlets making its product
available to the consumers across the country at ease.
 The target market for Dabur is people of all income
levels. The target market of Dabur is- people in the
upper class, middle class and lower class.
 Also, Dabur has targeted the overseas market and has
become a popular brand with its products available in
over 120 countries.

5.  Dabur Honey also re-launched itself in 2014 with a new
logo.
 The product was also made available in Rs10 pack,
which has been hugely successful and has added new
consumers to the brand.
 The market had a distinct need of small packs of honey to
feeding children and for religious usages.
 This has helped Dabur address the need and it has been
hugely successful and has added new consumers to the
brand.

6. Geographic
 Dabur has segmented domestic consumer market
nationally as well as regionally. Rural India accounts for
nearly 50% of the domestic FMCG sales for Dabur.
 During 2012-2013, company launched Project Double in
order to increase its coverage of the rural markets.
 Dabur has recognized the international demand of its
products and forayed into foreign markets.
 The international business now contributes 32.4% to
consolidated sales. The major international markets are
Middle East, Asia, Americans and Europe.
SEGMENTATION

7. Demographic
 Economic status- Lower, Middle and Upper class
 Age – Dabur targets kids 6-10 years old ladies youths and
old age people
 Family life cycle stage- Family with adolescent, ladies
and old
Psychographic
Lifestyle – Dabur targets people who are health conscious,
want to replace sugar and old age people who avoid sugar.
Honey is also taken as medicine such as during cough given
to kids. Dabur honey today is associated with a lifestyle of the
young and old of all class.

8.  Focused on the growing acceptance of ayurvedic and
natural products in the consumer space.
 With ‘brave and beautiful campaign’, Dabur positioned
itself as a brand that cares and helps to overcome
hardship.
 Positioned the personal care products as an ayurvedic
herbal usage. To extract the max benefit of natural product.
 Presented with quality products within the affordable
range.
POSITIONING

9. Thank you