Marketing strategies of Dabur India Limited in Virar region


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This project aims to learn the marketing techniques adopted by Dabur India Limited and its effect on performance of Dabur in Virar Region.

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Marketing strategies of Dabur India Limited in Virar region

  1. 1. A STUDY OF MARKETING STRATEGIES ADOPTED BY DABUR INDIA LIMITED IN VIRAR REGION Chapter 1: About the Project Executive Summary Dabur is one of the well known brands among the consumers. It serves the consumers with a wide variety of health care, personal care, pharmaceutical and food products. It has played a pioneering role in the area in which it operates. An efficient marketing strategy is responsible for the success of Dabur‟s offerings. The main motive behind this project is to study the marketing strategies adopted by Dabur India Limited in Virar region. This study aims to find out what are the methodologies used for marketing of Dabur products in Virar region whether print media, outdoor media, promotions, campaigns, etc. Consumers and retailer will be asked questions through questionnaires. The data provided by them will be interpreted and would be neatly presented in this project report. The consumer data will help to determine their awareness regarding Dabur products and marketing efforts they have been exposed to. It will also reflect the effectiveness of marketing strategies adopted by Dabur. Retailer data will help to analyse consumer response and purchase decisions with respect to Dabur Products. 25 consumers and 1 retailer will be surveyed to study the effectiveness of Dabur‟s marketing strategies in Virar Region. 1
  2. 2. A STUDY OF MARKETING STRATEGIES ADOPTED BY DABUR INDIA LIMITED IN VIRAR REGION Chapter 2: About the Company Company Profile Dabur India Limited is a company specialising in health and personal care products in India and worldwide. It provides hair care, oral care, health care and food products. Dabur was started by Dr. S.K. Burman at Calcutta in 1884 as an ayurvedic medicine company. But today it has become one of the leading consumer products manufacturer in India. It is the fourth largest FMCG company in India with revenues of Rs. 5,283 Crore and market capitalisation of Rs. 20,000 Crore. Building on a legacy of quality and experience of over 127 years. Dabur is today India‟s most trusted name and the world‟s largest Ayurvedic and Natural Health Care company. Dabur today operates in key consumer product categories like Hair Care, Health Care, Oral Care, Skin Care, Home Care and foods. The company has a wide distribution network, covering over 3.4 million distribution outlets with a high penetration in both urban and rural markets. Dabur‟s products have a huge presence in the overseas market and are available today in over 60 countries across the globe. Its brands are very popular in the Middle East, Africa, SAARC countries and the United States. Dabur‟s overseas revenue account for over 30% of the total turnover. It is also a world leader in Ayurveda with a portfolio of over 250 Ayurvedic / Herbal products. 2
  3. 3. A STUDY OF MARKETING STRATEGIES ADOPTED BY DABUR INDIA LIMITED IN VIRAR REGION Dabur Pharmaceuticals FMCG Personal Care Home Care Health Care Information: Type: Public Limited Company listed on following stock exchange: National Stock Exchange (NSE): DABUR, Series: EQ Bombay Stock Exchange (BSE): DABUR, Group/Index: A/S&P BSE 10 Founded: In 1884 by S. K. Burman Headquarters: Kaushambi Ghaziabad - 201010 Uttar Pradesh, India Dabur Group: Dabur Nepal Dabur UK Hobi Newu 3 Foods
  4. 4. A STUDY OF MARKETING STRATEGIES ADOPTED BY DABUR INDIA LIMITED IN VIRAR REGION Sundesh (CSR Initiative by Dabur) Dabur North America Dabur International Business: Dabur‟s product range encompasses health care, personal care, ayurvedic specialties and food segments. Brands: Vatika, Amla, Chyawanprash, Hajmola, Lal Dantmanjan, Nature Care Pudin Hara. Uveda Fem Red Toothpaste Oxylife Odonil Real Odomos Lal Tail Honitus Hingoli Shanka Pushpi Gulabari and many more Location: Dabur has been marketing its products in more than 50 countries all over the world. The company has offices and representatives in Europe, America and Africa. Manufacturing facilities are spread across three overseas locations. 4
  5. 5. A STUDY OF MARKETING STRATEGIES ADOPTED BY DABUR INDIA LIMITED IN VIRAR REGION Manufacturing Plants in India: Corporate Governance: Professionalisation of the board Lean and active Board (reduced from 16 to 10 members) Less number of promoters on the Board More professionals and independent Directors for better management Governed through Board committees for Audit, Remuneration, Shareholder Grievances, Compensation and Nominations Meets all Corporate Governance Code requirements of SEBI Revenue: Turnover of Rs. 5,283.17 Crore (Financial Year 2012-13) Official Website: 5
  6. 6. A STUDY OF MARKETING STRATEGIES ADOPTED BY DABUR INDIA LIMITED IN VIRAR REGION Brief History 1884 Birth of Dabur 1896 Setting up a manufacturing plant Early 1900s Ayurvedic medicines 1919 Establishment of research laboratories 1920 Expands further 1936 Dabur India (Dr. S.K. Burman) Pvt. Ltd. 1972 Shift to Delhi 1979 Sahibabad factory / Dabur Research & Development Centre (DRDC) 1986 Public Limited Company 1992 Joint venture with Agrolimen of Spain 1993 Cancer treatment 1994 Public issues 1995 Joint Ventures 1996 3 separate divisions 1997 Foods Division / Project STARS 1998 Professionals to manage the Company 2000 Turnover of Rs.1,000 crores 2003 Dabur demerges Pharma Business 2005 Dabur aquires Balsara 2005 Dabur announces Bonus after 12 years 2006 Dabur crosses $2 Bin market Cap, adopts US GAAP 2006 Approves FCCB/GDR/ADR up to $200 million 2007 Celebrating 10 years of Real 2007 Foray into organised retail 2007 Dabur Foods Merged With Dabur India 2008 Acquires Fem Care Pharma 2009 Dabur Red Toothpaste joins 'Billion Rupee Brand' club 2010 Dabur makes its first overseas acquisition 2011 Dabur enters professional skin care market 2011 Dabur India acquires 30-Plus from Ajanta Pharma 2012 Dabur crosses Billion-Dollar Turnover Mark 6
  7. 7. A STUDY OF MARKETING STRATEGIES ADOPTED BY DABUR INDIA LIMITED IN VIRAR REGION Founder of Dabur "What is that life worth which cannot bring comfort to others" The story of Dabur began with a small, but visionary endeavour by Dr. S. K. Burman, a physician tucked away in Bengal. His mission was to provide effective and affordable cure for ordinary people in far-flung villages. With missionary zeal and fervour, Dr. Burman undertook the task of preparing natural cures for the killer diseases of those days, like cholera, malaria and plague. Soon the news of his medicines travelled, and he came to be known as the trusted 'Daktar' or Doctor who came up with effective cures. And that is how his venture Dabur got its name derived from the Devanagri rendition of Daktar Burman. Dr. Burman set up Dabur in 1884 to produce and dispense Ayurvedic medicines. Reaching out to a wide mass of people who had no access to proper treatment. Dr. S. K. Burman's commitment and ceaseless efforts resulted in the company growing from a fledgling medicine manufacturer in a small Calcutta house, to a household name that at once evokes trust and reliability. More than a century after Dr. S. K. Burman set up his company with the vision of good health for all, Dabur has grown manifold. It is now a leading nature-based health and family care products company. In this mission, the Burman family has forged ahead with the founding thoughts of Dr. S.K. Burman, while also evolving and progressing in tune with the changing demands of a growing business. 7
  8. 8. A STUDY OF MARKETING STRATEGIES ADOPTED BY DABUR INDIA LIMITED IN VIRAR REGION Management and Ownership Structure Dabur has an illustrious Board of Directors who are committed to take the company to newer levels of corporate governance. The Board comprises of: Dr. Anand Burman Mr. Amit Burman Vice Chairman Chairman Mr. Sunil Duggal CEO Mr. P.D. Narang Group Director Mr. Saket Burman Director Mr. Mohit Burman Director 8
  9. 9. A STUDY OF MARKETING STRATEGIES ADOPTED BY DABUR INDIA LIMITED IN VIRAR REGION Mr. Albert Paterson Independent Director Mr. P.N. Vijay Independent Director Mr. R. C. Bhargava Independent Director Dr. S. Narayan Independent Director Mr. S.K. Bhattacharya Independent Director Dr. Ajay Dua Independent Director 9
  10. 10. A STUDY OF MARKETING STRATEGIES ADOPTED BY DABUR INDIA LIMITED IN VIRAR REGION Vision "Dedicated to the health and well being of every household" Principles 1. Ownership: This is our company. We accept personal responsibility and accountability to meet business needs. 2. Passion for Winning: We all are leaders in our area of responsibility with a deep commitment to deliver results. We are determined to be the best at doing what matters most. 3. People Development: People are our most important asset. We add value through result driven training and we encourage & reward excellence. 4. Consumer Focus: We have superior understanding of consumer needs and develop products to fulfill them better. 5. Team Work: We work together on the principle of mutual trust & transparency in a boundary-less organisation. We are intellectually honest in advocating proposals, including recognizing risks. 10
  11. 11. A STUDY OF MARKETING STRATEGIES ADOPTED BY DABUR INDIA LIMITED IN VIRAR REGION 6. Innovation: Continuous innovation in products & processes is the basis of our success. 7. Integrity: We are committed to the achievement of business success with integrity. We are honest with consumers, with business partners and with each other. Strategic Intent Dabur intend to significantly accelerate profitable growth. To do this, it will: Focus on growing its core brands across categories, reaching out to new geographies, within and outside India, and improve operational efficiencies by leveraging technology. Be the preferred company to meet the health and personal grooming needs of its target consumers with safe, efficacious, natural solutions by synthesizing its deep knowledge of ayurveda and herbs with modern science. Provide its consumers with innovative products within easy reach. Build a platform to enable Dabur to become a global ayurvedic leader. Be a professionally managed employer of choice, attracting, developing and retaining quality personnel. Be responsible citizens with a commitment to environmental protection. Provide superior returns, relative to our peer group, to its shareholders. 11
  12. 12. A STUDY OF MARKETING STRATEGIES ADOPTED BY DABUR INDIA LIMITED IN VIRAR REGION Recent Awards, Accolades and Achievements Green Awards:  Dabur ranked the No. 2 Indian Green Brand by Green Brands Global Survey. This year‟s study reveals that the consumer interest in green products has expanded across categories.  Dabur ranked as the Top Green Company by Greenpeace in its Safe Food Guide Version 2.0 that ranks 25 out of the most popular food companies which hold a major share of the market in India based on their responsibility towards Indian consumers on the GM food use.  Dabur India limited‟s Baddi unit was awarded the Silver Certification for „Enhanced Manufacturing and Suppy Chain Excellence by The Economic Times- India Manufacturing Excellence Cell. Corporate Accolades:  Dabur ranked as the Most Trusted Brand in the Heathcare category in the Brand Trust Report, 2012 released by Trust Research Advisory.  Dabur ranked as the organisation that offers the best return to investors. The award was presented at the 6th Social & Corporate Governance Awards Ceremony organised by BSE.  Dabur ranked among Top 5 „Best Companies To Work For‟ in the Manufacturing Sector by Business Today.  Dabur moved higher in the Top 100 Beauty Companies in the world list prepared by WWD BeautyBiz  Dun & Bradstreet has assigned D&B Rating 1 to Dabur India Limited indicating that Dabur has the highest level of creditworthiness. Achievements:  Dabur ranked as the No. 2 Most Social Brand of India, at the Click Asia Summit 2012  Dabur voted by consumers as the Indian PowerBrand 2011-12 in a PAN-India research conducted by the Indian Council of Market Research (ICMR).  Two consumer campaigns by Dabur, for its brands Odomos and Real Activ have bagged international recognition at the Promotion Marketing Awards of Asia (PMAA) 12
  13. 13. A STUDY OF MARKETING STRATEGIES ADOPTED BY DABUR INDIA LIMITED IN VIRAR REGION IT Initiatives by Dabur At Dabur India Limited, knowledge and technology are key resources which have helped the Company achieve higher levels of excellence and efficiency. Towards this overall goal of technology-driven performance, Dabur is utilizing Information Technology in a big way. This will help in integrating a vast distribution system spread all over India and across the world. It will also cut down costs and increase profitability. Major IT Initiatives: Migration from Baan and Mfg ERP Systems to centralized SAP ERP system from 1st April 2006 for all business units. Implementation of a country wide new WAN Infrastructure for running centralized ERP system. Setting up of new Data Centre at KCO Head Office. Extension of Reach System to distributors for capturing Secondary Sales Data. Roll out of IT services to new plants and CFAs. Future Challenges: Forward Integration of SAP with Distributors and Stockists. Backward Integration of SAP with Suppliers. Implementation of new POS system at Stockist point and integration with SAP-ERP. Implementation of SAP HR and payroll. SAP Roll-out to DNPL and other new businesses 13
  14. 14. A STUDY OF MARKETING STRATEGIES ADOPTED BY DABUR INDIA LIMITED IN VIRAR REGION Sales Performance in FY 12 -13 Segment Wise Breakup Geography Wise Breakup 4% Others 4% 31% Africa 21% US 22% 55% 11% Asia 17% Middle East 36% Consumer Care Foods International Business Others Product Wise Breakup Skin Care 6% OTC & Ethicals 12% Health Supplements 21% Oral Care 17% Digestives 7% Home Care 7% Hair Care 30% 14
  15. 15. A STUDY OF MARKETING STRATEGIES ADOPTED BY DABUR INDIA LIMITED IN VIRAR REGION Dabur Product Portfolio Dabur Chyawanprash Dabur Chyawanprakash Dabur Honey Dabur Honey Squezer Pack Dabur Hajmola Dabur Hajmola Candy Dabur Babool Toothpaste Dabur Red Toothpaste Dabur Meswak Toothpaste Dabur Lal Danth Manjan 15
  16. 16. A STUDY OF MARKETING STRATEGIES ADOPTED BY DABUR INDIA LIMITED IN VIRAR REGION Dabur Amla Hair Oil Dabur Almond Hair Oil Dabur Vatika Hair Oil Dabur Vatika Enriched Almond Hair Oil Dabur Vatika Shampoo Dabur Real Fruit Juice Dabur Real Activ Odomos Naturals 16
  17. 17. A STUDY OF MARKETING STRATEGIES ADOPTED BY DABUR INDIA LIMITED IN VIRAR REGION Odomos Naturals Rose Odomos Naturals Lotion Odomos Macchar Lotion Odomos Mosquito Repellent Spray Odomos Mosquito Repellent Cream Odonil Nature Aerosol Sprays Odonil Occasions Odopic Dishwash Bar 17
  18. 18. A STUDY OF MARKETING STRATEGIES ADOPTED BY DABUR INDIA LIMITED IN VIRAR REGION Dabur Nutrigo Oxy Life Facial Kit Oxy Bleach Fem Bleach Dabur Gulabari Gulab Jal Dabur Gulabari Rose Touch Face Freshner Dabur Gulabari Saffron & Turmeric Cream Dabur Gulabari Fairness Moisturiser 18
  19. 19. A STUDY OF MARKETING STRATEGIES ADOPTED BY DABUR INDIA LIMITED IN VIRAR REGION Dabur Lal Tail Dabur Gripe Water Dabur Janma Ghunti Dabur Active Blood Purifier Dabur Badam Tail Dabur Balm Double Action Dabur Balm Strong Dabur Super Thanda Oil 19
  20. 20. A STUDY OF MARKETING STRATEGIES ADOPTED BY DABUR INDIA LIMITED IN VIRAR REGION Dabur Sat Isabgol Dabur Nature Care Dabur Honitus Cough Syrup Dabur Honitus Lozenges Dabur Shankha Pushpi Dabur Vatika Ultra Shine Shampoo Dabur Vatika Black Shine Shampoo Dazzl 20
  21. 21. A STUDY OF MARKETING STRATEGIES ADOPTED BY DABUR INDIA LIMITED IN VIRAR REGION Dabur Hingoli Dabur Shilajit Gold Capsico Dabur Pudin Hara Dabur Pudin Hara Lemon Fizz Sani Fresh Shine Real Burrst Dabur Babool Salt 21
  22. 22. A STUDY OF MARKETING STRATEGIES ADOPTED BY DABUR INDIA LIMITED IN VIRAR REGION Promise Toothpaste Dabur Uveda Moisturising Face Wash Dabur Uveda Clarifying Face Wash Dabur Uveda 2 in 1 Moisturiser Dabur Uveda Complete Fairness Cream Hommade Dabur Lemoneez Dabur Glucose D 22
  23. 23. A STUDY OF MARKETING STRATEGIES ADOPTED BY DABUR INDIA LIMITED IN VIRAR REGION Chapter 3: Theoretical View Marketing Strategy According to David Aaker, “Marketing Strategy is a process that allows an organisation to concentrate its limited resources on the greatest opportunities to increase sales and to achieve a sustainable competitive advantage”. It includes all the basic and long term activities in the field of marketing that deals with the analysis of strategic initial situation of the company and the formulation, evaluation and selection of market-oriented strategies and therefore contribute to the accomplishment of goals and marketing objectives of the company. Marketing strategy consists of the analysis, strategy development, and implementation activities in: “Developing a vision about the market(s) of interest to the organization, selecting market target strategies, setting objectives, and developing, implementing, and managing the marketing program positioning strategies designed to meet the value requirements of the customers in each market target”. Strategic marketing is a market-driven process of strategy development, taking into account a constantly changing business environment and the need to deliver superior customer value. The focus of strategic marketing is on organizational performance rather than a primary concern about increasing sales. Marketing strategy seeks to deliver superior customer value by combining the customer-influencing strategies of the business into a coordinated set of market-driven actions. Strategic marketing links the organization with the environment and views marketing as a responsibility of the entire business rather than a specialized function. Because of marketing‟s boundary orientation between the organization and its customers, channel members, and competition, marketing processes are central to the business strategy planning process. Strategic marketing provides the expertise for environmental monitoring, for deciding what customer groups to serve, for guiding product specifications, and for choosing which competitors to position against. Successfully integrating cross-functional strategies is critical to providing superior customer value. Customer value requirements must be transformed into product design and production guidelines. Success in achieving highquality goods and services require finding out which attributes of goods and service quality drive customer value. 23
  24. 24. A STUDY OF MARKETING STRATEGIES ADOPTED BY DABUR INDIA LIMITED IN VIRAR REGION Marketing Strategy Process Designing Market Driven Strategies Market Driven Program Development Implementing and managing Market Driven Strategies Strategic Situation Analysis The marketing strategy analysis, planning, implementation and management process is described below. The strategic situation analysis considers market and competitor analysis, market segmentation, and continuous learning about markets. Designing marketing strategy examines customer targeting and positioning strategies, marketing relationship strategies and planning for new products. Marketing program development consists of product, distribution, price, and promotion strategies designed and implemented to meet the value requirements of targeted buyers. Strategy implementation and management consider organizational design and marketing strategy implementation and control. Stage 1: Strategic Situation Analysis Marketing management uses the information provided by the situation analysis to guide the design of a new strategy or change an existing strategy. The situation analysis is conducted on a regular basis after the strategy is under way to evaluate strategy performance and identify needed strategy changes.  Market Vision, Structure, and Analysis Markets need to be defined so that buyers and competition can be analyzed. For a market to exist there must be 24
  25. 25. A STUDY OF MARKETING STRATEGIES ADOPTED BY DABUR INDIA LIMITED IN VIRAR REGION 1. People with particular needs and wants and one or more products that can satisfy buyers‟ needs, and 2. Buyers willing and able to purchase a product that satisfies their needs and wants. A product-market consists of a specific product (or line of related products) that can satisfy a set of needs and wants for the people (or organizations) willing and able to purchase it. The term product is used to indicate either a physical good or an intangible service. Analyzing product-markets and forecasting how they will change in the future are vital to business and marketing planning. Decisions to enter new product-markets, how to serve existing product-markets, and when to exist in unattractive product-markets are critical strategic choices. The objective is to identify and describe the buyers, understand their preferences for products, estimate the size and rate of growth of the market, and find out what companies and products are competing in the market. Evaluation of competitors‟ strategies, strengths, limitations and plans is also a key aspect of the situation analysis. It is important to identify both existing and potential competitors. Competitor analysis includes evaluating each key competitor. The analyses highlight the competition‟s important strengths and weaknesses. A key issue is trying to figure out what each competitor is likely to do in future.  Segmenting Markets Market segmentation looks at the nature and extent of diversity of buyers‟ needs and wants in a market. It offers an opportunity for an organization to focus in business capabilities on the requirements of one or more groups of buyers. The objective of segmentation is to examine differences in needs and wants and to identify the segments (sub-groups) within the productmarket of interest. Each segment contains buyers with similar needs and wants for the product category of interest to management. The segments are described using the various characteristics of people, the reasons that they buy or use certain products, and their preferences for certain brands of products. Likewise, segments of industrial product-markets may be formed according to the type of industry, the uses for the product, frequency of product purchase, and various other factors. 25
  26. 26. A STUDY OF MARKETING STRATEGIES ADOPTED BY DABUR INDIA LIMITED IN VIRAR REGION  Continuous Learning about Markets One of the major realities of achieving business success today is the necessity of understanding markets and competition. Sensing what is happening and is likely to occur in the future is complicated by competitive threats that may exist beyond traditional industry boundaries. For example, Mosquito swatters in Virar market is affecting the sale of Odomos mosquito repellent solutions from Dabur. Stage 2: Designing Market-Driven Strategies The strategic situation analysis phase of the marketing strategy process identifies market opportunities, defines market segments, evaluates competition, and assesses the organization‟s strengths and weaknesses. Market sensing information plays a key role in designing marketing strategy, which includes market targeting and positioning strategies, building marketing relationships, and developing and introducing new products.  Market Targeting and Strategic Positioning Marketing advantage is influenced by several situational factors including industry characteristics, type of firm (e.g., size), extent of differentiation in buyers‟ needs, and the specific competitive advantage(s) of the company designing the marketing strategy. The core issue is deciding how, when, and where to compete, given a firm‟s market and competitive environment. The purpose of the market targeting strategy is to select the people (or organizations) that management wishes to serve in the product-market. When buyers‟ needs and wants vary, the market target is usually one or more segments of the product-market. Once the segments are identified and their relative importance to the firm determined, the targeting strategy is selected. The objective is to find the best match between the value requirements of each segment and the organization‟s distinctive capabilities. The targeting decision is the focal point of marketing strategy since targeting guides the setting of objectives and developing a positioning strategy. The options range from targeting most of the segments to targeting one or few segments in a product-market. The targeting strategy may be influenced by the market‟s maturity , the diversity of buyers‟ needs and preferences, the firm‟s size compared to competition, corporate resources and priorities, and the volume of sales required to achieve favourable financial results. Deciding the objectives for each market target spells out the results expected by management. Examples of market target objectives are desired levels of 26
  27. 27. A STUDY OF MARKETING STRATEGIES ADOPTED BY DABUR INDIA LIMITED IN VIRAR REGION sales, market share, customer retention, profit contribution, and customer satisfaction. Marketing objectives may also be set for the entire business unit and for specific marketing activities such as advertising. The marketing program positioning strategy is the combination of product, value-chain, price, and promotion strategies a firm uses to position itself against its key competitors in meeting the needs and wants of the market target, the strategies and tactics used to gain a favourable position are called the marketing mix or the marketing program.  Marketing Relationship Strategies Marketing relationship partners may include end user customers, marketing channel members, suppliers, competitor alliances, and internal teams. The driving force underlying these relationships is that a company may enhance its ability to satisfy customers and cope with a rapidly changing business environment through collaboration of the parties involved. Relationship strategies gained new importance in the last decade as customers became more demanding and competition became more intense. Building long-term relationships with customers and value-chain partners offers companies a way to provide superior customer value. Although building collaborative relationships may not always be the best course of action, this avenue for gaining a competitive edge is increasing in popularity. Strategic partnering has become an important strategic initiative for many well known companies and brands. Many firms outsource the manufacturing of their products. Examples include Motorola cell phones, Calvin Klein jeans, Pepsi beverages, and Nike footwear. Strong relationships with outsourcing partners are vital to the success of these powerful brands. The trend of the 21st century is partnering rather than vertical integration.  Planning for New Products New products are needed to replace old products because of declining sales and profits. Strategies for developing and positioning new market entries involve all functions of the business. Closely coordinated new-product planning is essential to satisfy customer requirements and produce products with high quality at competitive prices. New-product decisions include finding and evaluating ideas, selecting the most promising for development, designing the products, developing marketing programs, use and market testing the products, and introducing them to the market. 27
  28. 28. A STUDY OF MARKETING STRATEGIES ADOPTED BY DABUR INDIA LIMITED IN VIRAR REGION The new-product planning process starts by identifying gaps in customer satisfaction. The differences between existing product attributes and those desired by customers offer opportunities for new and improved products. Stage 3: Market-Driven Program Development Market targeting and positioning strategies for new and existing products guide the choice of strategies for the marketing program components. Product, distribution, price, and promotion strategies are combined to form the positioning strategy selected for each market target. The marketing program (mix) strategies implement the positioning strategy. The objective is to achieve favourable positioning while allocating financial, human, and production resources to markets, customers, and products as effectively and efficiently as possible.  Strategic Brand Management Products (goods and services) often are the focal point of positioning strategy, particularly when companies or business adopt organizational approaches emphasizing product or brand management. Product strategy includes: Developing plans for new products Managing programs for successful products Deciding what to do about problem products (e.g., reduce costs or improve the product). Strategic brand management consists of building brand value (equity) and managing the organization‟s portfolio for overall performance.  Value-Chain, Price, and Promotion Strategies One of the major issues in managing program is deciding how to integrate the components of the mix. Product, distribution, price, and promotion strategies are shaped into a coordinated plan of action. Each component helps to influence buyers in their positioning of products. If the activities of these mix components are not coordinated, the actions may conflict and resources may be wasted. For example, if the advertising messages for a company‟s brand stress quality and performance, but salesperson emphasize low price, buyers will be confused and brand damage may occur. 28
  29. 29. A STUDY OF MARKETING STRATEGIES ADOPTED BY DABUR INDIA LIMITED IN VIRAR REGION Market target buyers may be contacted on a direct basis using the firm‟s sales force or by direct marketing contact (e.g., Internet), or instead, through a value-added chain (distribution channel) of marketing intermediaries (e.g., wholesalers, retailers, or dealers). Distribution channels are often used in linking procedures with end user household and business markets. Decisions that need to be made include the type of channel organization to use, the extent of channel management performed by the firm, and the intensity of distribution appropriate for the product or service. The choice of distribution channels influences buyers‟ positioning of the brand. Price also plays an important role in positioning a product or service. Customer reaction to alternative prices, the cost of the product, the prices of the competition and various legal and ethical factors establish the extent of flexibility management has in setting prices. Price strategy involves choosing the role of price in the positioning strategy, including the desired positioning of the product or brand as well as the margins necessary to satisfy and motivate distribution channel participants. Price may be used as an active (visible) component of marketing strategy, or, instead, marketing emphasis may be on other marketing mix components (e.g., product quality). Advertising, sales promotion, the sales force, direct marketing, and public relations help the organization to communicate with its customers, value-chain partners, the public, and other target audiences. These activities make up the promotion strategy, which performs an essential role in communicating the positioning strategy to buyers and other relevant influences. Promotion informs, reminds, and persuades buyers and others who influence the purchasing process. Stage 4: Implementing and Managing Market-Driven Strategy Selecting customers to target and the positioning strategy for each target moves marketing strategy development to the action stage. This stage considers designing the marketing organization and implementing and managing the strategy.  Designing Effective Market-Driven Organizations An effective organization design matches people and work responsibilities in a way that is best for accomplishing the firm‟s marketing strategy. Deciding how to assemble people into organizational units and assign responsibility to the various mix components that make up the marketing strategy are important influences on performance. Organizational structures and 29
  30. 30. A STUDY OF MARKETING STRATEGIES ADOPTED BY DABUR INDIA LIMITED IN VIRAR REGION processes must be matched to the business and marketing strategies that are developed and implemented. Organizational design needs to be evaluated on a regular basis to assess its adequacy and to identify necessary changes.  Strategy Implementation and Control Marketing strategy implementation and control consist of: Preparing the marketing plan and budget; Implementing the plan; and Using the plan in managing and controlling the strategy on an ongoing basis. The marketing plan includes details concerning targeting, positioning, and marketing mix activities. The plan spells out what is going to happen over the planning period, who is responsible, how much it will cost, and the expected results (e.g., sales forecasts). The marketing plan includes action guidelines for the activities to be implemented, who does what, the dates and location of implementation, and how implementation will be accomplished. Several factors contribute to implementation effectiveness including the skills and commitment of the people involved, organizational design, incentives, and the effectiveness of communication within the organization and externally. Marketing strategy is an ongoing process of making decisions, implementing them, and tracking their effectiveness over time. In terms of its time requirements, strategic evaluation is far more demanding than planning. Evaluation and control are concerned with tracking performance and, when necessary, altering plans to keep performance on track. Evaluation also includes looking for new opportunities and potential threats in the future. It is the concerning link in the strategic marketing planning process. By serving as both the last stage and the first stage (evaluation before taking action) in the planning process, strategic evaluation assures that strategy is an ongoing activity. 30
  31. 31. A STUDY OF MARKETING STRATEGIES ADOPTED BY DABUR INDIA LIMITED IN VIRAR REGION SWOT Analysis 1. Strengths (S) Century old company Established brand Ayurvedic / Herbal Product Line Leader in herbal digestives where its product has 90% of the market share Core knowledge of Ayurveda as competitive advantage Strong Brand Image Strong Distribution Network Extensive Supply Chain Research and Development Activities 2. Weakness (W) Seasonal Demand (like Chyawanprash in winter season) Profitability is uneven across product line Low penetration Limited differentiation Insufficient marketing strategies (In Virar region) 3. Opportunities (O) Extend Vatika brand to new categories like skin care and body wash products Improvement in Marketing Strategies Export Opportunities Innovation Increasing income level of the middle class Creating additional consumption pattern 4. Threats (T) Existing competition from Himani, Baidyanath and Zandu for Dabur Chyawanpash and Marico, Keo Karpin, Hindustan Unilever Limted (HUL) and Bajaj for Dabur Vatika Hair Oil and new entrants Colgate Palmolive, HUL, Vicco in Dental Care. 31
  32. 32. A STUDY OF MARKETING STRATEGIES ADOPTED BY DABUR INDIA LIMITED IN VIRAR REGION Marketing Mix 1. Product A product is an tangible offering made by a particular company. In marketing, a product is anything that can be offered to a market that might satisfy a want or need. Dabur uses the following product strategies: Small Units Packings: Small Unit packings helps the consumers to test the product before they purchase in bulk quantities. For instance, Dabur provides Rs. 2 sachets of Vatika Shampoo. New Product Designs: Design of the products must be changed regularly. Consumers often get bored by the same appearance, taste, texture, etc of a product. So the company should consider redesigning their offerings from time to time. For Instance, Dabur changes the shape, graphics, etc of their products. Expanding Product Line: A company should expand its product line and enter new product segments. Dabur entered into beauty products line through Uveda, Fem, Oxy Life products. Expanding Product Depth: A company should expand its product depth. It should introduce new products into the same category. Like Dabur introduced three new flavours of Dabur Chyawanprash to the existing product line. Attractive Packaging: Packaging should be attractive. It should persuade the customer to purchase that product. If the packaging is not attractive, then the consumer may misinterpret a quality product as a substandard product Product Availability: A product should be available at the retailer. Due to unavailability of product, a consumer may switch to competitors product 32
  33. 33. A STUDY OF MARKETING STRATEGIES ADOPTED BY DABUR INDIA LIMITED IN VIRAR REGION 2. Price Price is normally expressed in monetary terms. It is the worth of a product or a service. Price is the value that the buyer passes on to the seller in lieu of the product or service provided. Price is the crucial determinant of the fact whether exchange between buyer and seller should materialize or not. While pricing the product, three main factors should be kept in mind: 1. Cost 2. Competition 3. Consumer Demand Dabur has stepped up the pace of new product launches and is investing in marketing activities. The entire product portfolio is also tweaked to include premium offerings such as more variants under almost every category, like Dabur Vatika Hair Oil is available in 2 different versions. Dabur is seen today as far more proactive in the market. It is now an external oriented company. Across the whole organisation, the company has one definition of winning and that means not just growing, but growing completely. Over the last two years, Dabur has maintained its operating margins through judicious price hikes in the products and reduction in pack sizes. The three main factors affecting the pricing strategies are discussed below: 1. Cost: One of the most important factor to take care while pricing is the cost. Costs set the floor for pricing decisions. There are two types of cost: Variable cost and Fixed cost. It is important that price should recover all the cost including a fair return for undertaking the marketing effort and risk. 2. Competition: Competition is another important consideration while pricing. When a firm does not face any competition, it can enjoy complete freedom in fixing its price. But when there are competitors selling same or similar products, the pricing freedom is considerably reduced. Its price must fall in line with the competitors. Dabur India Limited has many competitors. Some of the top competitors are: 33
  34. 34. A STUDY OF MARKETING STRATEGIES ADOPTED BY DABUR INDIA LIMITED IN VIRAR REGION 1. Hindustan Unilever Limited 2. Proctor and Gamble 3. Colgate Palmolive 4. Pepsi Co. 5. Marico 6. Godrej Industries Limited 3. Consumer Demand: Dabur learned that the majority of Indian population tends to go towards the Indian natural and herbal products. Thus, they made it their USP (Unique Selling Point). Dabur is efficiently leading the market with its product range by providing their customers with special products 3. Place Place in context of marketing mix refers to a set of decisions that need to be taken in order to make the product available to the customer for purchase and consumption. Making the product available to the customers require development of channels of distribution of products. Channels of Distribution A Channel of Distribution refers to a path taken by the goods in their movement to the customers. For instance, let‟s take an example of Promise Toothpaste. It is manufactured in the facility of Dabur. But before it reaches to the consumer, it passes through the hands of many middlemen, who help it reach to the consumer at right time, right place and in right quantity. Dabur‟s distribution network is recognized as one of its key strength. Its focus is not only to enable easy access to their brands but also to touch the consumers with a three-way Convergence of product availability, brand communication and higher levels of brand experience. A diagram explaining the Channels of Distribution is given below: 34
  35. 35. A STUDY OF MARKETING STRATEGIES ADOPTED BY DABUR INDIA LIMITED IN VIRAR REGION Dabur's Manufacturing Plant Clearing and Forwarding (C&F) Agents Stockists Retailers Consumers The diagram shows Channels of Distribution of Dabur foods. 1. At first, the goods are manufactured at Dabur‟s manufacturing facility. 2. They are then packed and sent to Clearing and Forwarding (C&F) Agents. 3. Then the goods are forwarded to number of Stockists and Distributors. 4. From there, the stockists or distributors supply goods to retailers as per the order provided by the latter. Generally, this work is done by the distributor‟s personnel through ready stock or by taking orders and then placing the orders. 5. From here the goods finally reach to the consumers when they purchase the products. Supply Chain Management Supply Chain Management starts before physical distribution. It involves procuring the right input i.e. Raw Materials, components and capital equipment, converting them into finished products and dispatching them to the final destinations. The supply chain perspective can help identify superior suppliers and help them improve their productivity which ultimately brings down company‟s cost. A broader view sees a company at the center of the value network that includes its suppliers, its immediate customers and their end customers. The value network includes value relations with others such as University Researchers, Government Approval Agencies and so on. 35
  36. 36. A STUDY OF MARKETING STRATEGIES ADOPTED BY DABUR INDIA LIMITED IN VIRAR REGION Manufacturing Plant Dabur has number of food products in its product line, but the main area of interest or the product on which it concentrates the most is Real Juices and Coolers. It has manufacturing plant at Jaipur and Nepal where juice is produced and tested. Procurement and Transportation It mainly includes: 1. Getting the raw material and packaging material requirements from the production unit in-charge. 2. Getting constant updates on the procurement of materials and transport details. 3. Getting production details and ingredient content information from the different personnel and co-ordinating this activity. Packaging It includes approval and coordination of the supply of packaging material to the production unit. Clearing and Forwarding Agents From the manufacturing plant, the stock is transported or supplied to Cleaning and Forwarding (C&F) Agents. C&F Agent is a third party to which Dabur gives contract. C&FA keeps stock of goods with them. They charge Dabur for stocking the goods. For Dabur, it is a measure of cost cutting as there no need to maintain a separate warehouse. Stockists or Distributors Stockists store the products in the godown. C&FA supplies goods to them as per their order. Stockist has some sales personnel working under him. Their work is to place the products in the market and take order from the retailers and then supply goods to them. Salesmen either take ready stock with them or they first take orders and then supply later on. There is a beat which is a schedule route of salesman. He has to daily over the route as mentioned in the beat. Merchandising, making products visible, pasting posters, putting banners and seeing that goods are properly placed in the retail outlets is also the duty of Stockist salesman. 36
  37. 37. A STUDY OF MARKETING STRATEGIES ADOPTED BY DABUR INDIA LIMITED IN VIRAR REGION Retailers Retailers are backbone of the company as they are the one who can take the product on new heights or can bring it down to toes. Stockiest supplies goods to retailers and tries Persuading retailers to give the brand special displays (using merchandising tools) to get affective brand presence, and arranging it in more noticeable manner. Margin of retailers is always higher than stockiest. Retailers are the ones who have direct contact with the customers. Dabur Foods 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. 4. Promotion Once the product has been manufactured, priced rightly and is distributed, the next task of the marketer is to inform potential customer about the product and persuade them to buy the same. The promotion element of marketing mix is concerned with activities that are undertaken to communicate with both customers and participants in the channel of distribution such that sales goals are realized. There are different promotional activities like: Advertising, Sales promotion, trade promotion, personal selling etc. but one of the most convenient and effective one that most of the industries uses is the Advertising and Sales Promotion. Advertising Advertising is a form of communication that typically attempts to persuade potential customers to purchase or to consume more of a particular brand of product or service. Many advertisements are designed to generate increased consumption of those products and services through the creation and reinforcement of "brand image" and "brand loyalty". For these purposes, advertisements sometimes embed their persuasive message with factual information. Every major medium is used to deliver these messages, including television, radio, cinema, magazines, newspapers, video games, the Internet and billboards. Advertising is often placed by an advertising agency on behalf of a company or other organization. Dabur has created the huge brand image and a vast product following by associating meganames like Amitabh Bachchan, M. S. Dhoni, Rani Mukhurjee, etc. Dabur invested Rs. 150 crore just on the advertising of Real “Fruit Juice” and “Real Active”. So far the company has 37
  38. 38. A STUDY OF MARKETING STRATEGIES ADOPTED BY DABUR INDIA LIMITED IN VIRAR REGION been successful in this mission as the people now know the brand and ask for its products by name. At Dabur, advertising is done by its advertising subsidiary „Adbur‟. Sales Promotion Sales Promotion is an activity designed to boost the sale of a product or service. It may include an advertising campaign, increased PR activity, a free-sample campaign, offering free gifts or trading stamps, arranging demonstrations or exhibitions, setting up competitions with attractive prizes, temporary price reductions, door-to-door calling, telemarketing, personal letters on other methods. In marketing, sales promotion is one of the four aspects of promotion. (The other three parts of the promotional mix are advertising, personal selling, and publicity/public relations.) Sales promotions are non-personal promotional efforts that are designed to have an immediate impact on sales. Sales promotion involves short-term incentives to encourage buyers to purchase a product. Its aim is to encourage immediate purchase of a product. If used too often however, sales promotion can create a situation where consumers will not buy unless there is a bonus offer. This will result in loss of profit for the company. More than any other element of the promotional mix, sales promotion is about “action”. It is about stimulating customers to buy a product. It is not designed to be informative – a role which advertising is much better suited to. Sales promotion can be directed at:The ultimate consumer (a “pull strategy” encouraging purchase) The distribution channel (a “push strategy” encouraging the channels to stock the product). This is usually known as “selling into the trade” Sales Promotion Tool for Dabur: Price promotions Coupons Gift with purchase 38
  39. 39. A STUDY OF MARKETING STRATEGIES ADOPTED BY DABUR INDIA LIMITED IN VIRAR REGION Competitions and prizes Money refunds Point-of-sale displays Free samples Contest /demos Festival Sales Retailer coupons Multi-packs Special price for twos Allowances for additional shelf space Merchandising Sales contest Incentives Awards & prizes Premium gifts Sales Meetings Samples/product sampling Contests & Sweepstakes Exchange Offers/buyback Refund / Rebate Price / Bonus Packs  Promotional Schemes used for Stockists: 1. Higher Margins: Higher Margins tries to give higher margins to stockiest so that they don‟t lose interest in the product and can earn good profits after meeting all the expenses. 2. Sales Contests: Sales contest are held annually and whichever stockiest has the best sales record a prize is given to him, like free holiday to the family etc. 39
  40. 40. A STUDY OF MARKETING STRATEGIES ADOPTED BY DABUR INDIA LIMITED IN VIRAR REGION 3. Allowances: Special allowances are given to both stockiest and stockiest sales man if they achieve their monthly target. 4. Subsidy for Promotion Budget: Company gives subsidy to the stockiest, who spend some money on the promotional schemes, like conducting a sampling activity. 5. Danglers and Posters: Company gives posters and danglers to stockiest which are further pasted and distributed by stockiest sales man. 6. Training: Special Training is given to Stockiest Sales Man, a training workshop is organized by the company for stockiest sales man so that they don‟t face any problem while placing their products and taking orders from retailers. 7. Annual Gathering: All the stockiest meet under one roof at least once a year and then the stockiest whose performance was best in term of sales is awarded. 8. Fun Trip: A zone wise fully paid fun trip is organized by the company for all the stockiest once a year. 9. Gathering While Launch of New Products: All the stockiest and their sales man gather when there is a launch of a new product. Company gives free samples & gifts to stockiest and their sales man. 10. Special Trade Schemes: Special trade schemes like two SKU free with the 12 SKU. 11. Buyback: Dabur foods have a scheme of replacement of products which gets expired. 40
  41. 41. A STUDY OF MARKETING STRATEGIES ADOPTED BY DABUR INDIA LIMITED IN VIRAR REGION  Promotional schemes used for retailers 1. Trade allowances: Short term incentives are offered to induce a retailer to stock up more Dabur products. 2. Dealer loader: An incentive given to induce a retailer to purchase and display the products of Dabur. 3. Trade contest: A contest to reward retailers those sells the most product of Dabur foods and after a specific period they are rewarded. 4. Point-of-purchase displays: Extra sales tools given to retailers by Dabur to boost sales, like danglers, posters, banners etc helps in promoting sales. 5. Push money: Also known as "spiffs". An extra commission paid to retail employees to push products. This kind of practice Dabur hardly follows. 6. Free samples: Dabur foods gives free samples are given to retailers so that they can try that product if the product is new, or gives some discounts. 7. Demos: Special demos are given to retailers and even some stands, fridge are given by retailers. 8. Discount Sales: Some special discounts are given to retailers from time to time, like 1% cash discounts if payment is made in cash. 9. Retailer Coupons: Dabur gives some coupons like free lunch for family etc if the retailer buys and sells a specific amount of products. 41
  42. 42. A STUDY OF MARKETING STRATEGIES ADOPTED BY DABUR INDIA LIMITED IN VIRAR REGION 10. Higher Margins: Retailer has the highest margins and Dabur foods also have the same criteria, and retailer can further sell the Dabur product to consumer at discount keeping his margin safe. 11. Allowances for additional shelf space: Company as such does not pay anything to retailer but gives some additional benefits for giving them shelf space which is visible to customer whenever they enter the shop. 12. Merchandising Allowances: Allowances are given to Stockiest sales man for merchandising Dabur products. Whenever the Stockiest sales man goes to take orders then he also merchandises Dabur products. 13. Bonus Packs: Time to time Dabur gives bonus packs to retailers like buy 10 get 2 free with that. 14. Free goods: Dabur gives free goods on the purchase of specific number of goods. 15. Cash Rebate: Generally cash rebate is given by stockiest if retailer makes the payment in cash at the time of purchase. 16. Product sampling: Dabur organizes sampling activities for its products which are new, these activities are generally at the place where footfall is very high. 17. Displays: Dabur tries to give special displays to the retailers, so that they can display their products on that. 42
  43. 43. A STUDY OF MARKETING STRATEGIES ADOPTED BY DABUR INDIA LIMITED IN VIRAR REGION  Promotional schemes used for consumers 1. Price deal: A temporary reduction in the price is given to consumer during some festival session by Dabur foods. 2. Price-pack deal: The packaging offers a consumer a certain percentage more of the product for the same price (for example, 25 percent extra). 3. Coupons: Dabur foods gives coupons during different sampling activities to consumers and it have become a standard mechanism for sales promotions. 4. Loss leader: Dabur foods temporarily reduce the price of its popular product in order to stimulate other profitable sales. 5. On-shelf coupons: Coupons are present at the shelf where the product is available. 6. Rebates: Consumers are offered money back, rebate at different point of time. 7. Money Refunds: Customer can claim for refund of money if they face some problem with the product. 8. Contests/sweepstakes/games: If a customer wins some game or contest at the time of sampling activities then they are given a discount coupon of products of Dabur foods. 9. Point-of-sale displays: Displays helps the consumer easily recognize their products, Dabur keeps a special check on the displays and merchandising of Dabur products. 43
  44. 44. A STUDY OF MARKETING STRATEGIES ADOPTED BY DABUR INDIA LIMITED IN VIRAR REGION 10. Sampling Activities: Dabur organizes different sampling actives at different retail outlets. 10. Gift with purchase: Dabur foods gives gift items with purchase like a glass, spoon etc. 12. Contest / demos: There are different contests where customers play games and win contests. 13. Festival Sales: Dabur foods come out with some special offers during festival seasons like buy one get one free. 14. Multi-packs: Dabur foods has some products in multiple packaging which are comparatively priced lower to the products sold in a single pack. 15. Trade Fairs & exhibitions: Here Dabur foods displays all range of its products, making it easier for customers to know about product line and choose the best out of that. 16. Customer feedback: Dabur foods consider its customer most important and in case of any complaint by customer the foods department will leave all its important work and will contact the customer. 17. Contact points: Customer can contact Dabur foods by writing the mail or letter on the addresses given at the back of Dabur products, or even they can call and visit the Dabur web site. 44
  45. 45. A STUDY OF MARKETING STRATEGIES ADOPTED BY DABUR INDIA LIMITED IN VIRAR REGION Market Segmentation Market segmentation is a marketing strategy that involves dividing a broad target market into subsets of consumers who have common needs, and then designing and implementing strategies to target their needs and desires using media channels and other touch-points that best allow to reach them. Criteria for segmenting: An ideal market segment meets all of the following criteria:  It is possible to measure.  It must be large enough to earn profit.  It must be stable enough that it does not vanish after some time.  It is possible to reach potential customers via the organization's promotion and distribution channel.  It is internally homogeneous (potential customers in the same segment prefer the same product qualities).  It is externally heterogeneous, that is, potential customers from different segments have different quality preferences.  It responds consistently to a given market stimulus.  It can be reached by market intervention in a cost-effective manner.  It is useful in deciding on the marketing mix. 45
  46. 46. A STUDY OF MARKETING STRATEGIES ADOPTED BY DABUR INDIA LIMITED IN VIRAR REGION Methods for segmenting consumer markets 1. Geographic segmentation Marketers can segment according to geographic criteria i.e. nations, states, regions, countries, cities, neighbourhoods, or postal codes. The geo-cluster approach combines demographic data with geographic data to create a more accurate or specific profile. With respect to region, in rainy regions merchants can sell things like raincoats, umbrellas and gumboots. In hot regions, one can sell summer wear. In cold regions, someone can sell warm clothes. A small business commodity store may target only customers from the local neighbourhood, while a larger department store can target its marketing towards several neighbourhoods in a larger city or area, while ignoring customers in other continents. 2. Behavioural segmentation Behavioural segmentation divides consumers into groups according to their knowledge of, attitude towards, use of or response to a product  Segmentation by occasions Segmentation according to occasions relies on the special needs and desires of consumers on various occasions - for example, for products for use in relation with a certain holiday. Products such as Christmas decorations or Diwali lamps are marketed almost exclusively in the time leading up to the related event, and will not generally be available all year round. Another type of occasional market segments are people preparing for a wedding or a funeral, occasions which only occur a few times in a person's lifetime, but which happen so often in a large population that ongoing general demand makes for a worthwhile market segment.  Segmentation by benefits Segmentation can take place according to benefits sought by the consumer or according to perceived benefits which a product/service may provide. Buyers can be grouped according to the benefits they are looking for. Different people may desire different benefits from the same product category. For instance, at one end of the spectrum there is a person preferring Odomos Naturals Mosquito repellent cream while on the other end, there is a person preferring Odomos Rose Mosquito repellent cream. 46
  47. 47. A STUDY OF MARKETING STRATEGIES ADOPTED BY DABUR INDIA LIMITED IN VIRAR REGION  Segmentation by Usage Rate Markets can be divided into light, medium and heavy product users. Heavy users often constitute a small percentage of market but contribute a high percentage of sales volume. Heavy users are either extremely brand loyal or price conscious. Marketer often designs special marketing program for heavy users.  Segmentation by Loyalty Status Consumers have different degree of commitment to specific brands, stores or companies. They can be divided into four groups according to their intensity of brand loyality. 1. Hardcore Loyals: Consumers who buy one brand at a time. 2. Split Loyals: Consumers who buy two or three brands. 3. Shifting Loyals: Consumers who shift from one brand to another. 4. Switchers: Consumers who show no loyalty to any brand. The marketer can learn a great deal by analysing the degree of loyalty. Analysis of hardcore loyals will indicate the products strength, split loyals gives information on competing brands and shifting loyals point out weaknesses of a brand.  Segmentation by Buyer readiness stage The buyer readiness stage differs from customer to customer. Some are unaware about the product, some are informed, some are interested, some desire to buy the product and some intend to buy. The aim of marketing program change according to buyer readiness. For instance, if a consumer is not aware about the product then the marketer needs to create awareness and subsequently create interest and stimulate them into buying.  Segmentation by Attitude Five attitude groups can be found in a market enthusiast, positive, indifferent, negative and hostile. Marketing Strategies change according to attitude of the buyer. For example, when Dabur will introduce a new product into the market, enthusiasts and positive people will buy the product, negative and hostile people will refrain to buy the same. 47
  48. 48. A STUDY OF MARKETING STRATEGIES ADOPTED BY DABUR INDIA LIMITED IN VIRAR REGION 3. Demographic Segmentation: In demographic segmentation, the market is divided on the basis of variables such as age, family size, family life cycle, gender, income, occupation, education, religion, generation, nationality and social class. It is highly effective segmentation because most customers‟ taste and preferences are based on these attributes and they are also easy to measure. When consumers are influenced by the socio-economic and lifestyle factors of their surrounding geographical area, they are segmented under geo-demographic segmentation. The following are the demographic variables used in segmentation: Age and Life Cycle Stage: The taste and preferences change with age and stage of life cycle. For example, Children prefer Real Fruit juice while youth prefers real active. Gender: Many products like garments, jewellery, wristwatches, perfumes, magazines, etc are segmented according to gender. There are many attitudinal and behavioural differences among men and women. Income: Marketer tends to segment products and services such as apparels, automobiles, travel etc. on the basis of income group. However, income does not always reflect true customers. For Instance, Support from financial institution has made possible for many middle class families to own products. Generation: Every generation is deeply influenced by various activities of their time like movies, politics, society, music, etc. Such influences deeply impact their product purchase patterns. Social Class: Social Class segmentation is influenced by customer choices of automobiles, interior decorators, reading habits, clothing preferences, etc. The taste and preferences of social class 48
  49. 49. A STUDY OF MARKETING STRATEGIES ADOPTED BY DABUR INDIA LIMITED IN VIRAR REGION also change according to time. For Example, Growth in working women class has made predominantly men wear brand Allen Solly to introduce formal wears for women. 4. Psychographic Segmentation In psychographic segmentation, buyers are divided into different groups on the basis of lifestyle, personality, values or beliefs. Some of the important psychographic variables are: Lifestyle: Different customers exhibit different lifestyle depending on their income, social group, etc. People buy product that suit their lifestyle. For example, a working women may give preference to ready to cook food. Young urbanite show distinctly different preferences than his rural counterpart. Personality: Personality characteristics such as extroversion, masculinity, aggression, etc. also influence the buyer behaviour of individuals. However, it is difficult to measure personality traits accurately. Customer shows preference towards the brands which closely resembles their personality. For example, an adventurous person may show his preference towards Thumbs Up. Values: Marketer may segment by core values, the belief system that underlines consumer attitude and behaviour. Core values affect people‟s choices and desires over long term. For example, Indians value close personal relationships and family. Amul has introduced a large family packs for customers in India. 49
  50. 50. A STUDY OF MARKETING STRATEGIES ADOPTED BY DABUR INDIA LIMITED IN VIRAR REGION Targeting Segmentation helps marketer to divide large heterogeneous markets into homogeneous segments. The people in a segment have specific needs and wants. Company may decide to select one or more segments for serving. Such segments are called target markets. Target markets can be defined as a set of buyers sharing common needs or characteristics that the company decides to serve. The firm may decide to one or several target markets simultaneously. The firm needs to identify its target markets and evaluate potential of each of these segments for allocation of adequate resources. Target Marketing Strategies: The targeting strategy largely depends on the kind of market coverage the firm is planning for the future. The resources, capabilities and intent of the respective firms also influence product market coverage decision. A firm may decide to cover entire market if it has adequate resources and marketing power. Niche marketer in turn may decide to concentrate on few segments. Many marketers with surplus resources may alternatively enter into different segments at the same time with differentiated product offerings. The product market coverage is broadly classified as Full Market Coverage, Single Segment Strategy and Multi Segment Strategy. 1. Full Market Coverage: The firm attempts to serve the entire market. The firm may choose one of the two options: a. Undifferentiated Marketing Strategy: In this strategy, the firm ignores different needs of the segments and covers the entire market with one offer. It design a marketing program that appeal to the largest number of buyers. It relies on mass distribution and mass advertising. It tries to create superior image of the product in people‟s mind. There are several advantages of this strategy. The narrow product line keeps down cost of research and development, production, inventory, transportation, marketing research and advertising. The company can convert the lower costs into lower prices to take advantage in price sensitive market. 50
  51. 51. A STUDY OF MARKETING STRATEGIES ADOPTED BY DABUR INDIA LIMITED IN VIRAR REGION b. Differentiated Marketing Strategy: In this strategy, the firm operates in several market segments and designs different products for each segment. The marketer should create differentiation to derive competitive advantage. The competitive advantage is company‟s ability to perform in one or more ways that competitors cannot match or will not match. The company uses following means for creating differentiation: 1. Product Differentiation: The scope for differentiating products varies significantly. There are some products such as steel, meat, salt, etc which offer little scope for differentiation whereas some products like home appliances, automobiles offer great scope for differentiation. Even if product is highly standardised, some differentiation can be achieved through creativity. Marketer create differentiation through various product characteristics such as form, features, customisation i.e. adaptability to different customer needs, performance quality, conformance quality, durability, repair ability and style. 2. Service Differentiation: Sometimes, products cannot be differentiated on their physical attributes. For example, In Computer industry it is very difficult to differentiate product. Thus companies have to look for differentiation. Customer service acts as key differentiator. The various elements of customer service are ordering ease, delivery, installation, customer training, customer consultancy, maintenance and repair, policies regarding returned products, warranty and guarantee, financial arrangements. 3. Personnel Differentiation: Companies can also differentiate on the employees working for the company. Better trained personnel exhibit six characteristics: Competence, courtesy, credibility, reliability, responsiveness and communication. Personnel differentiation is extremely significant in service based organisation such as hotels, airlines, hospitals, etc. 51
  52. 52. A STUDY OF MARKETING STRATEGIES ADOPTED BY DABUR INDIA LIMITED IN VIRAR REGION 4. Channel Differentiation: Companies can achieve competitive advantage through the way they design their distribution channels‟ coverage, expertise and performance. Company can use distribution channels to make product available to the customers not reached by clients. Judicious use of distribution channels can bring down cost of distribution and provide value to the customer. 5. Image Differentiation: Companies can differentiate through distinctive and powerful image. Image is the way customers perceive company or its products. Image is affected by many factors such as location, industry, product, personnel, CEO and even country of origin. Companies today involve themselves in a lot of social service activities for continuously improving its image. The image of the company is subject to change. Companies have to work hard continuously to maintain their image. Companies communicate their image through the company‟s management, values and culture, symbol, logo, events and sponsorships, etc. 2. Single Segment Strategy: A company focuses on a single segment and design the marketing program to best suit the needs and characteristics of the segment. Due to focus on single segment, company gains a strong knowledge of segment‟s needs and design marketing program to earn higher customer support. The firm can achieve considerable cost reduction through cost reduction in production, distribution and promotion. Concentrated marketing however involves risk. If the segment changes its buying preference then the marketer will face severe losses. 3. Multi Segment Strategy: The company can decide to target more than one segment simultaneously. The firm may choose entirely diverse segments. However each segment should be attractive and profitable. The different multi segment strategies are: a. Selective Specialisation: Selective specialisation is the process in which the company focuses its resources on few markets segments and develops expertise in fulfilling the needs of those segments. A company can minimise risks by targeting more than one segment. 52
  53. 53. A STUDY OF MARKETING STRATEGIES ADOPTED BY DABUR INDIA LIMITED IN VIRAR REGION b. Product Specialisation: In this, a company is specialising in a special product category supplying to different segments. c. Market Specialisation: The firm concentrates on many needs of a particular user group. For example, Event Management Company would organise various events like awards ceremony, product promotions and employee picnics for the client. Measurable Substantial Differentiable Target Market Accessible Actionable Positioning Positioning is an act of designing the company‟s offering and image to occupy a distinctive place in the minds of the target market. It is creating and maintaining an image for the product or brand in the minds of target audience relative to other brands. Rios and Trout have advocated four principles of positioning:  A Company must establish positioning in the minds of its targeted customers.  The position should be singular, providing one simple consistent message.  The positioning must set a company apart from its competitors.  A company cannot be all things to all people. It must focus on its efforts. 53
  54. 54. A STUDY OF MARKETING STRATEGIES ADOPTED BY DABUR INDIA LIMITED IN VIRAR REGION Chapter 4: Practical View Findings Consumer Survey Results A consumer survey was conducted to study the effectiveness of Dabur‟s Marketing Strategies in Virar Region. 25 respondents participated in the survey. 1. Users of Dabur Products: The respondents were asked whether they used Dabur products or not? Interpretation: Users of Dabur Products 28% Users of Dabur Products Non Users of Dabur Products 72% It was found that 18 out of 25 respondents (72 %) used Dabur products. It was also found that 7 out of 25 respondents (28 %) did not used Dabur products. It can be understood that users outnumbered non users. This shows that the customer base is good. 54
  55. 55. A STUDY OF MARKETING STRATEGIES ADOPTED BY DABUR INDIA LIMITED IN VIRAR REGION 2. Naming one of the Dabur products: Respondents were asked to specify any one Dabur product that they used. Interpretation: Product Specified 4% 28% 28% Dabur Amla Hair Oil Dabur Honey Dabur Red Toothpaste Dabur Chyawanprash Not Responded 12% 28% 1 out of 25 respondents (4 %) specified Dabur Amla Hair Oil. 7 out of 25 respondents (28 %) specified Dabur Honey. 3 out of 25 respondents (12 %) specified Dabur Red Toothpaste 7 out of 25 respondents (28 %) specified Dabur Chyawanprash 7 out of 25 respondents (28 %) did not respond to the question It can be understood that Dabur Honey and Dabur Chyawanprash are well known and widely used products by the people. It was followed by Dabur Red Toothpaste and Dabur Amla Hair Oil with 12 % and 4 % respectively. No other products were mentioned by the respondents which reflected that most of the consumers are aware mostly of Dabur Honey and Dabur Chyawanprash and to some extent Dabur Red Toothpaste and Dabur Amla Hair Oil 55
  56. 56. A STUDY OF MARKETING STRATEGIES ADOPTED BY DABUR INDIA LIMITED IN VIRAR REGION 3. Respondents’ perception about the brand ‘Dabur’. The respondents were requested to mention something about Dabur. Interpretation: Consumer Perception about Dabur Not Responded Fair Brand at Fair Prices Old & Well Known Brand Nice Products Indian Herbal Product Natural & Real Ingredients Effective Quality Product Reliable & Trustworthy Brand 0% 5% 10% 15% 20% 25% It was found that out of 25 respondents: 7 respondents (28 %) mentioned Dabur as a reliable and trustworthy brand. 4 respondents (16%) mentioned that Dabur provides quality products to the customers. 3 respondents (12 %) mentioned that Dabur‟s products were effective. 3 respondents (12 %) mentioned that Dabur products had natural and real ingredients. 2 respondents (8 %) mentioned Dabur as an Indian herbal product brand. 2 respondents (8 %) mentioned that Dabur offers nice products. 2 respondents (8 %) mentioned Dabur as an old and well known brand. 1 respondent (4 %) mentioned that Dabur‟s offerings are fairly priced. 56 30%
  57. 57. A STUDY OF MARKETING STRATEGIES ADOPTED BY DABUR INDIA LIMITED IN VIRAR REGION 4. Rate Dabur as a brand: Respondents were requested to rate Dabur on a scale of 1 to 5: Interpretation: Rating 50% 45% 40% 35% 30% 25% Rating 20% 15% 10% 5% 0% 1 2 3 4 5 It was found that, out of 25 respondents: 0 respondents (0 %) rated it at 1. 3 respondents (12 %) rated it at 2. 6 respondents (24 %) rated it at 3. 11 respondents (44 %) rated it at 4. 5 respondents (20 %) rated it at 5. 44 % rating at 4 shows that there is a high brand value with respect to Dabur, in the minds of customers.0 % rating at 1 shows that no one dislikes Dabur. 57
  58. 58. A STUDY OF MARKETING STRATEGIES ADOPTED BY DABUR INDIA LIMITED IN VIRAR REGION 5. Advertisement Coverage by Dabur: The respondents were asked to tick the appropriate options as to which media of advertisements were exposed to. Interpretation: 120% 100% 80% 60% Exposed Not Exposed 40% 20% 0% Television Commercials Radio Commercials Newspaper Magazine Yellow Pages Advertisement Advertisements Advertisements i. Television Commercials: Out of 25 respondents, it was found that: 24 respondents (96 %) were exposed to television commercials of Dabur products. 1 respondent (4%) was not exposed to television commercials of Dabur products. This shows that television is the most successful medium of informing the consumer regarding the arrival and availability of new products. 58
  59. 59. A STUDY OF MARKETING STRATEGIES ADOPTED BY DABUR INDIA LIMITED IN VIRAR REGION ii. Radio Commercials: Out of 25 respondents, it was found that: 3 respondents (12 %) were exposed to radio commercials of Dabur products. 22 respondents (78 %) were not exposed to radio commercials of Dabur products. Two interpretations can be done: 1. Dabur does not advertise on all radio stations but on some selected radio stations. 2. The respondents who responded negatively either does not have access or do not access Radio. iii. Newspaper Advertisements: Out of 25 respondents, it was found that: 6 respondents (24 %) came across Newspaper advertisement of Dabur products. 19 respondents (76 %) did not come across Newspaper advertisement of Dabur products. That means Dabur is not advertising its products effectively on newspapers. iv. Magazine Advertisements: Out of 25 respondents, it was found that: 1 respondent (4 %) came across Magazine advertisement of Dabur products. 24 respondents (96 %) did not come across Magazine advertisement of Dabur products. That means Dabur is not advertising its products effectively on Magazines. v. Yellow Pages Advertisements: Out of 25 respondents, it was found that: 1 respondent (4 %) came across Yellow Pages advertisement of Dabur products. 24 respondents (96 %) did not come across Yellow Pages advertisement of Dabur products. That means Dabur is not advertising its products effectively on Yellow Pages It was interpreted that out of all these, Television commercials seemed to be more promising. 59
  60. 60. A STUDY OF MARKETING STRATEGIES ADOPTED BY DABUR INDIA LIMITED IN VIRAR REGION 6. Advertisement Exposure on Social Networking Websites: The respondents were asked to mention whether they came across Dabur product advertisements on social networking websites (like Facebook, Google+, etc) Interpretation: Social Networking Advertisements 16% Viewed Not Viewed 84% The above pie diagram shows the percentage of people who have viewed and not viewed advertisements of Dabur Products on Social Networking Websites. Out of 25 respondents, it was found that: 4 respondents (16 %) came across advertisement of Dabur products on social networking websites. 21 respondents (84 %) did not come across advertisement of Dabur products on social networking websites. That means Dabur is not advertising its products effectively on social networking websites. 60
  61. 61. A STUDY OF MARKETING STRATEGIES ADOPTED BY DABUR INDIA LIMITED IN VIRAR REGION 7. Marketing Efforts by Dabur in Virar Region: Here, the respondents were asked to select the appropriate option as per the marketing efforts they were exposed to. 120% 100% 80% 60% 40% Exposed 20% Not Exposed 0% 1. Transit Advertising: Out of 25 respondents, it was found that: 14 respondents (56 %) came across transit advertising. 11 respondents (44 %) did not come across transit advertising. 2. Banners / Posters: Out of 25 respondents, it was found that: 13 respondents (52 %) came across banners / posters regarding Dabur products. 12 respondents (48 %) did not come across banners / posters regarding Dabur products. 61
  62. 62. A STUDY OF MARKETING STRATEGIES ADOPTED BY DABUR INDIA LIMITED IN VIRAR REGION 3. Billboards / Hoardings: Out of 25 respondents, it was found that: 2 respondents (8 %) came across billboards / hoardings regarding Dabur products. 23 respondents (92 %) did not come across billboards / hoardings regarding Dabur products. 4. Neon Signs: Out of 25 respondents, it was found that: 0 respondents (0 %) came across Neon signs regarding Dabur products. 25 respondents (100 %) did not come across Neon signs regarding Dabur products. 5. Product Promotion Campaign: Out of 25 respondents, it was found that: 2 respondents (8 %) came across Product promotion campaign regarding Dabur products. 23 respondents (92 %) did not come across Product promotion campaign regarding Dabur products 6. Public Awareness Campaign: Out of 25 respondents, it was found that: 3 respondents (12 %) came across Public Awareness Campaign conducted by Dabur. 22 respondents (88 %) did not come across Public Awareness Campaign conducted by Dabur. 7. Sponsoring of Contests, Events, etc: Out of 25 respondents, it was found that: 3 respondents (12 %) came across contests/ events sponsored by Dabur. 22 respondents (88 %) did not come across contests/ events sponsored by Dabur. 62
  63. 63. A STUDY OF MARKETING STRATEGIES ADOPTED BY DABUR INDIA LIMITED IN VIRAR REGION 8. To understand the consumer behaviour during purchase of a product. Here, the respondents were questioned as to they have to choose between Dabur Chyawanprash which is priced at Rs. 130 while they have an alternative Himani Sona Chandi Chyawanprash priced at Rs. 110. On this basis it would be possible to find out whether consumers are Price conscious or Brand conscious Interpretation: Price Conscious Brand Conscious 20% 80% Out of 25 respondents, it was found that: 5 respondents (20 %) selected Himani Sona Chandi Chyawanprash which shows that their decisions were changed due to price difference. 20 respondents (80 %) selected Dabur Chyawanprash which shows that they are brand conscious. 63
  64. 64. A STUDY OF MARKETING STRATEGIES ADOPTED BY DABUR INDIA LIMITED IN VIRAR REGION 9. To Study the various aspects that a consumer keeps in mind while purchasing a product: Here, respondents were given 5 choices to choose from according to their thinking. Interpretation: 4% 44% 72% 12% Quality Quantity 0% Price Brand Image Product Availability Out of 25 respondents, it was found that: 18 respondents (72 %) selected Quality. 0 respondents (0 %) selected Quantity. 3 respondents (12 %) selected Price. 11 respondents (44 %) selected Brand Image. 1 respondent (4%) selected Product Availability. It could be seen that people are more concerned about quality and brand value rather than price, quantity and product availability. 64
  65. 65. A STUDY OF MARKETING STRATEGIES ADOPTED BY DABUR INDIA LIMITED IN VIRAR REGION Retailer Survey A survey was conducted at one of the retail store named Vishal Medicals and General Stores, Virar-West. The reason for surveying only one retail store was due to the fact that the distributors of Dabur products are one and the same for all retail stores in Virar region.  There are two distributors for this retail store: 1. Royal Marketing, Virar (West) 2. Indian Distributors, Nallasopara (West)  When asked about the most preferred brand in FMCG products, the owner of Vishal Medicals and General Stores, Mr. Jayesh Vora who also looks after the day to day working of the store mentions Colgate Palmolive.  5 Top Selling Dabur products in Vishal Medicals and General Stores: a. Dabur Chyawanprash b. Dabur Honey c. Dabur Pudin Hara d. Dabur Amla Hair Oil e. Fem Fairness Bleach  When asked about aspects considered by consumer while purchasing a product, Mr. Jayesh Vora mentions: Aspects Quality Brand Image 65 Product Availability
  66. 66. A STUDY OF MARKETING STRATEGIES ADOPTED BY DABUR INDIA LIMITED IN VIRAR REGION  Promotional Schemes provided by distributors to Vishal Medicals and General Stores: Only in case of Dabur Chyawanprash, the retailer is provided with discount on bulk purchases of the commodity. No other promotional schemes are provided by the distributors.  A table was provided to the retailer in order to analyse demand of Dabur products on parameters High, Medium and NIL for 65 Products. The following interpretation was made: Products with respective demand 39% 45% High Demand Medium Demand No Demand 16% a. Products with High Demand- 25 Products (39%)  Dabur Chyawanprash  Dabur Honey  Dabur Pudin Hara  Dabur Hajmola  Dabur Hajmola Candy  Dabur Honitus Cough Syrup 66
  67. 67. A STUDY OF MARKETING STRATEGIES ADOPTED BY DABUR INDIA LIMITED IN VIRAR REGION  Dabur Honitus Lozenges  Dabur Lal Tail  Dabur Glucose D  Dabur Amla Hair Oil  Vatika Enriched Coconut Hair Oil  Dabur Red Toothpaste  Meswak Toothpaste  Dabur Lal Danth Manjan  Fem Fairness Bleach  Fem Gold Bleach  Fem Herbal Bleach  Oxy Bleach  Real Activ  Badam Oil  Hingoli  Janma Ghunti  Odomos Naturals MR Cream  Odomos Naturals Rose MR Cream  Odomos Mosquito Repellent Cream  Shanka Pushpi b. Products with Medium Demand- 10 Products (16 %)  Dabur Almond Hair Oil  Vatika Smooth & Silky Shampoo  Vatika Dandruff Control Shampoo  Vatika Enriched Almond Hair Oil  Dabur Babool Toothpaste  Dabur Babool Salt Toothpaste  Promise Toothpaste  Dabur Gulabari Rose Water  Odonil Aerosol Spray  Shilajit Gold 67
  68. 68. A STUDY OF MARKETING STRATEGIES ADOPTED BY DABUR INDIA LIMITED IN VIRAR REGION c. Products with no demand- 28 Products (45 %):  Dabur Chyawanprakash  Dabur Gripe Water  Vatika Blackshine Shampoo  Gulabari Face Freshener  Gulabari Moisturising Cream  Gulabari Moisturising Lotion  Sanifresh Shine  Odonil Occasions  Odopic Kitchen Dish Cleaner  Dabur Uveda 2 in 1 Mosturiser  Uveda Clarifying Face Wash  Uveda Complete Fairness Cream  Uveda Moisturising Face Wash  Oxylife Facial  Active Antacid  Balm Double Action  Balm Strong  Bursst  Capsico  Nutrigo  Dazzl  Hommade  Lemon Fizz  Lemoneez  Nature Care  Odomos Macchar Lotion  Odomos Mosquito Repellent Spray  Sat Isabgol  Super Thanda Oil 68
  69. 69. A STUDY OF MARKETING STRATEGIES ADOPTED BY DABUR INDIA LIMITED IN VIRAR REGION Recommendations During the survey with the consumer and retailer, it was found that people are only aware of some of the Dabur products like Chyawanprash, Honey, Amla Hair Oil, Red Toothpaste, etc, while there are some products of which customer do not have knowledge and does not make purchases of those products. So the following points are recommended: 1. Increase advertising of ‘products with no demand’: The products like Chyawanprakash, Uveda beauty range, Sat Isabgol, Nutrigo, Super Thanda Oil, etc should be advertised through Television and print media like newspapers and magazines. This will make consumers aware of the existence of the product in the market and sale of these products may increase. Products like Chyawanprash, honey, Hajmola, Pudin Hara, etc have high demand because they are advertised properly. 2. Install Billboards / Hoardings Billboards / Hoardings exposes people to the product especially the appearance, type, promotional offers provided in it. These things are mentioned in the Billboards. The above mentioned pictures of billboard represents „Real fruit juice‟s New 6 layer pack keeps nutrients intact‟ along with an image of Bollywood Actress Sonali Bendre and an electronic billboard represents Real Activ with an image of Bollywood Actress Bipasha Basu with a tagline „Snack healthy, drink Real active, stay fit‟. This billboard belongs to some other region. In Virar, people could hardly see any billboard. A bill board should be installed 69
  70. 70. A STUDY OF MARKETING STRATEGIES ADOPTED BY DABUR INDIA LIMITED IN VIRAR REGION at Agashi Road which is a busy road and many people travel by that road. Also there is an electronic billboard near the Virar Railway Station, Dabur can advertise their products via that electronic billboard as more and more people would be exposed to advertisements in a busy area. Due to this will be exposed to the products, its features and promotional scheme that they are not aware of. Especially it is recommended for products with medium and no demand. 3. Conduct a product promotion campaign: Dabur should conduct a product promotion campaign in virar region for products such as Chyawanprakash, Uveda beauty range, Oxylife Facial, Active antacid, etc. They should communicate the features and benefits of the products to the people otherwise people would not find anything worthwhile in purchasing those products. A free sample must be distributed among people so that they could test that product. 4. Conduct a Public Awareness Campaign: 70
  71. 71. A STUDY OF MARKETING STRATEGIES ADOPTED BY DABUR INDIA LIMITED IN VIRAR REGION Dabur should conduct public awareness campaign with respect to health of the people like dental care, hair care, skin care, etc. They can also go to schools and colleges to conduct their campaign. The above mentioned picture shows a woman explaining the importance of brushing teeth to avoid cavity, plague and other problems. 5. Sponsor a contest, cultural or sport event. Dabur should sponsor an contest, cultural or sport event in Virar region. They may sponsor Mayor Marathon which is held every year. They can also sponsor a beauty contests like Dabur Uveda Khoobsurat Contest, Dabur Hommade Cooking Contest. 6. Increase promotional offers with respect to customers: Promotional offers such as bonus packs, discounts on products, coupons should be provided to the consumer. Especially in the case of Gulabari Face Freshner, Vatika Blackshine Shampoo, Odopic Kitchen Dish Cleaner, etc. This will help to boost sales. 71
  72. 72. A STUDY OF MARKETING STRATEGIES ADOPTED BY DABUR INDIA LIMITED IN VIRAR REGION 7. Provide better promotional scheme to retailer: It was found that Dabur only provided cash discounts on purchases of Dabur Chyawanprash which is not enough. Dabur should advise the distributors to take the following step to increase sales of Medium Demand and No Demand products. a. Trade Allowances: Dabur should provide trade allowance to the retailers so that they could stock up more Dabur products. b. Provide Point of Purchase Materials: The retailer store where the survey was undertaken lacked point of purchase displays. Instead Colgate Palmolive provided them with Point of Purchase display of Toothpaste and toothbrush. So Dabur should provide Point of Purchase displays of products for Gulabari offerings, Uveda beauty products offerings, Vatika shampoo range, etc. c. Provide Free samples to retailer: Dabur should provide free samples to the retailer so that the retailer can provide it to the consumer to test the product. If the consumer likes the product , then he/she will make actual purchase of that product. d. Provide demonstrations of the products: Dabur distributors should demonstrate regarding the products with respect to its features, benefits, shortcomings, etc so that the retailer gets an in depth knowledge of the product which would enable him to sell it better. e. Provide allowances for additional shelf space: Dabur distributors should provide allowances for additional shelf space. This will result in retailer purchasing and stocking more Dabur products in the showcases in top rows so that only Dabur products are visible to prospective buyers. f. Trade Contests: A trade contest must be conducted every year to award the best retailer of Dabur products. This will motivate the retailer. 72
  73. 73. A STUDY OF MARKETING STRATEGIES ADOPTED BY DABUR INDIA LIMITED IN VIRAR REGION 8. Install Banners / Posters: Dabur should install banners and posters at appropriate places so that the availability of products and offers could be communicated to people. 9. Increase Social Media Presence: Though Dabur Amla and Dabur Vatika Facebook pages are available, Dabur does not have its official Facebook page. So Dabur should create its official facebook page or pages with respect to products to interact with its customers, prospective buyers, etc. This will enable them to take suggestions, complaints, feedback, improve customer relationship and build a superior brand image. 10. Get into Internet Advertising: Dabur should make use of internet advertising mediums like Google AdWords so that their ads will be displayed on specific websites. Social networking websites like Facebook also feature advertising. 73
  74. 74. A STUDY OF MARKETING STRATEGIES ADOPTED BY DABUR INDIA LIMITED IN VIRAR REGION Learning While preparing this project report it was understood that Dabur‟s marketing strategies in Virar region is not up to the mark and needs a strong evaluation and reimplementation. Consumer survey conducted concluded that people in Virar region showed that around 72 % of the respondents used Dabur. They were not aware about many of the Dabur product offerings. They were only aware about some of the well known product offerings namely the Chyawanprash, Honey, Amla Hair Oil and Red Toothpaste. It was also learned that consumers were exposed to Dabur products advertisements through Television. It accounted for 96 % of the total respondents. It was followed by newspaper and radio with 24 % and 12 % respectively. Magazines and Yellow pages advertisements were seen by 4 % respondents for each. The consumers were not informed about Dabur‟s product offerings through social media like Facebook and Google +. Only 16 % of the respondents responded positively. Around 56 % of the respondents were exposed to transit advertising. It was followed by 52 % respondents exposed via banners and posters. Billboards, Neon Signs, product promotions / public awareness campaigns and sponsored events followed with not so positive responses. It was also found that 80 % of the respondents were brand conscious and rest were price conscious. People keep quality and brand image as their top aspects while purchasing a product. Quality was top most aspect with a backing of 72 % respondents followed by 44% supporting brand image. During retailer survey it was understood that Royal Marketing, Virar (West) and Indian Distributors, Nallasopara (West) were the only distributors of Dabur products in Virar region. So only 1 retailer was surveyed. The survey showcased that: Colgate Palmolive was the most preferred brand among the consumers. 5 top selling products were those that were well known and well advertised and promoted. This shows that how brand building and advertisement helps to sell the products. 74
  75. 75. A STUDY OF MARKETING STRATEGIES ADOPTED BY DABUR INDIA LIMITED IN VIRAR REGION When asked about the aspects that consumer keeps in mind during the purchase, the reply was similar to that of consumer survey. Promotional Schemes provided were not up to the mark with only cash discounts provided on Dabur Chyawanprash. There was a need to increase the promotional schemes for products with medium or no demand. Dabur has to concentrate on its marketing strategy in order to outnumber sales of its competitors namely Colgate Palmolive, Proctor and Gamble, Hindustan Unilever Limited, etc. While preparing this report, it was learned that marketing strategies plays a crucial role in growth and development of the brand and any carelessness with regard to it will cost the company. 75
  76. 76. A STUDY OF MARKETING STRATEGIES ADOPTED BY DABUR INDIA LIMITED IN VIRAR REGION Bibliography Primary Data: Consumer Questionnaire CONSUMER SURVEY TO STUDY THE EFFECTIVENESS OF DABUR’s MARKETING STRATEGIES IN VIRAR Name: ............................................................... Marital Status: □ Married Age: ....................... Occupation: ................................ Gender: □ Male □ Female □ Unmarried Mobile No: ......................................... Email ID: ...................................................... Area of Residence: ........................................... □ Yes □ No 1. Do you use Dabur Products? Name any 1: ............................................................. 2. What do you think about Dabur as a Brand? Rate it from 1 to 5 ........................................................................................................................................................... ........................................................................................................................................................... Rate it...................................... 3. Do you come across advertisements of Dabur products on below mentioned mediums? □ Television Commercials □ Radio Commercials □ Newspaper Advertisements □ Magazine Advertisements □ Yellow Pages Advertisements 4. Were you ever informed about Dabur Products through social networking websites? .......................................................................................................................................................... .......................................................................................................................................................... 5. Have you came across any of the below mentioned marketing efforts by Dabur in Virar Region: □ Transit Advertising (Bus, Trains, etc) □ Banners / Posters in Medical or General Stores □ Billboards / Hoardings □ Neon Signs □ Product Promotion Campaign □ Public Awareness Campaign 76
  77. 77. A STUDY OF MARKETING STRATEGIES ADOPTED BY DABUR INDIA LIMITED IN VIRAR REGION □ Sponsoring of Contests, Sports Events, Cultural Events, etc. 6. Suppose Dabur Chyawanprash is priced Rs. 130, but you are getting Himani Sona Chandi Chyawanprash at Rs. 110. Then which product would you buy? □ Dabur Chyawanprash □ Sona Chandi Chyawanprash 7. What aspects do you keep in mind while purchasing a product? □ Quality □ Quantity □ Price □ Brand Image □ Product Availability THANK YOU FOR YOUR PARTICIPATION ****************** 77
  78. 78. A STUDY OF MARKETING STRATEGIES ADOPTED BY DABUR INDIA LIMITED IN VIRAR REGION Retailer Questionnaire RETAILER SURVEY TO STUDY THE EFFECTIVENESS OF DABUR’s MARKETING STRATEGIES IN VIRAR Name of the Retail Store: ........................................................................................................................ Address: ...................................................................................................................................................... ...................................................................................................................................................... ............................................ Contact No: ................................................................................. Q1. Who are the distributors of Dabur Products for your store? ...................................................................................................................................................... ...................................................................................................................................................... ............................................ Q2. According to you, which is the most preferred brand for FMCG products in Virar? ...................................................................................................................................................... Q3. Name any 5 top selling Dabur products in your store? 1. ........................................................... 2. ............................................................ 3. ............................................................ 4. ............................................................ 5. ............................................................ Q4. What aspects do a consumer keeps in mind while purchasing a product from your store? □ Quality □ Quantity □ Price □ Brand Image □ Product Availability Q5. What are the promotional schemes provided to you by your distributors? □ Trade allowances □ Dealer loader □ Trade contest □ Point-of-purchase displays □ Push money □ Demos □ Discount Sales □ Free samples 78