Dabur India Ltd is the 4th largest FMCG company in India. It uses the AIDA model in its marketing strategy. The AIDA model involves 4 steps - Attention, Interest, Desire, and Action. To gain attention, Dabur uses celebrity endorsements, billboards, and product promotion campaigns. It demonstrates benefits to build interest. Dabur creates desire by convincing customers its products satisfy needs. Finally, it leads customers to action through brand trust and high product usage. Using AIDA, Dabur has become a market leader in India.

1. AIDA
Model
For Dabur India Ltd.
Name: Anita Kumari
Roll No.: 12MBA05568
SEM: 4th
Jamshedpur Women’s College

2. AIDA Model for Dabur India Ltd.
AIDA
INTRODUCTION
AIDA is an acronym used in marketing and advertising
that describes a common list of events that may occur
when a consumer engages with an advertisement.
Attention (Awareness): Attract the attention of the
customer.
Interest: Raise customer interest by focusing on and
demonstrating advantages and benefits (instead of
focusing on features, as in traditional advertising).
Desire: Convince customers that they want and desire
the product or service and that it will satisfy their needs.
Action: Lead customers towards taking action and or, purchasing.
Using a system like this gives one a general understanding of how to target a market effectively. AIDA is a historical
model, rather than representing current thinking in the methods of advertising effectiveness.
A
I
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3. Dabur India Ltd
INTRODUCTION
Dabur India Limited is the fourth largest FMCG Company
in India with Revenues of over Rs 6,146 Crore& Market
Capitalisation of US $5 Billion. Building on a legacy of quality and
experience of over 127 years, Dabur operates in key consumer
products categories like Hair Care, Oral Care, Health Care, Skin
Care, Home Care & Foods.
Dabur India is also a world leader in Ayurveda with a
portfolio of over 250 Herbal/Ayurvedic products. Dabur's FMCG
portfolio today includes five flagship brands with distinct brand
identities. Dabur as the master brand for natural healthcare
products, Vatika for premium personal care, Hajmola for digestives, Real for fruit juices and beverages and Fem for
fairness bleaches and skin care products.
Dabur today operates in key consumer products categories like Hair Care, Oral Care, Health Care, Skin Care,
Home Care and Foods. The company has a wide distribution network, covering over 2.8 million retail outlets with a
high penetration in both urban and rural markets.
Dabur's products also have a huge presence in the overseas markets and are today available in over 60
countries across the globe. Its brands are highly popular in the Middle East, SAARC countries, Africa, US, Europe
and Russia.
The 125-year-old company, promoted by the Burman family, had started operations in 1884 as an
Ayurvedic medicines company. From its humble beginnings in Calcutta, Dabur India Ltd has come a long way today
to become one of the biggest Indian-owned consumer goods companies with the largest herbal and natural
product portfolio in the world. Overall, Dabur has successfully transformed itself from being a family-run business
to become a professionally managed enterprise. What sets Dabur apart from the crowd is its ability to change
ahead of others and to always set new standards in corporate governance & innovation.
AIDA MODEL FOR DABUR INDIA LTD.
ATTENTION
Typical promotion, commercials, print ads,
billboards, contests, etc.
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

4. loyalty". 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.
Celebrity Endorsement
Dabur has created the huge brand image and a
vast product following by associating mega-
names 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 been successful in this mission as the
people now know the brand and ask for its
products by name.
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 mentioned pictures of billboard represents ‘Real fruit
juice’s New 6 layer pack keeps nutrients intact’ along
with an image of Bollywood Actress SonaliBendre and an
electronic billboard represents Real Activ with an image
of Bollywood Actress BipashaBasu with a tagline ‘Snack
healthy, drink Real active, stay fit’.

5. Conduct of product promotion campaign
Dabur conducts a product promotion campaign for products
such as Chyawanprash, Uveda beauty range, Oxylife Facial,
Active antacid, etc. These communicate the features and
benefits of the products to the people. A free sample is
distributed among people so that they could test that product.
Conduct Public Awareness Campaign
Dabur 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.
Increase promotional offers with respect to customers
Promotional offers such as bonus packs, discounts on products,
coupons are provided to the consumer. This helps to boost
sales.

6. INTEREST
Demonstrate advantages and benefits
Interestraises customer interest by focusing on and demonstrating advantages and benefits. This 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, and personal
letters on other methods.
This stage involves short-term incentives to encourage buyers to purchase a product.
Benefit schemes used for consumers
 Price deal: A temporary reduction in the price
is given to consumer during some festival session
by Dabur foods.
 Price-pack deal: The packaging offers a
consumer a certain percentage more of the
product for the same price (for example, 25 %
extra).
 Gift with purchase: Dabur foods gives gift
items with purchase like a glass, spoon etc.
 Festival Sales: Dabur foods come out with
some special offers during festival seasons like
buy one get one free.
 Multi-packs: Dabur foods has some products in multiple packaging which are comparatively priced lower
to the products sold in a single pack.
Example:
Chyawanshakti:Goodness of Chywanprash with Draksha, Honey in a great tasting product.
DaburAnmol Cold Cream:A low priced product with performance levels of the market leader.

7. DESIRE
Desire is to convince customers that they want and desire the product and that it will satisfy their needs.
Dabur has created need satisfaction with their
products.It has developed a temptation among
consumer that they really need these products, to
pursue healthy and carefree life.
ACTION
Get the customer to take action (buy)
Leading customers towards taking action and/ or purchasing.
The House of Dabur is home to several brands that are household names across India, brands that generations
have grown up with. The consumer trust enjoyed by our brands can be gauged by facts like:
 2.5 croreHajmola tablets are consumed daily in India
 DaburAmla is the largest hair oil brand in India with 35 million consumers
 One in every three fairness bleach consumers uses Fem
 DaburChyawanprash is the largest-selling neutraceutical in the country
 Dabur voted by consumers as Indian Power Brand 2011-2012

8.  DaburAmla Hair Oil &Réal fruit juices voted by consumers as India’s Most Loved FMCG Brands with the
highest top-of-the-mind recall in their respective categories
 DaburChyawanprash, Hajmola and Réal chosen by Indian consumers as ‘Power Brands’
 DaburUveda ranked amongst the most successful new brands. DaburUveda was placed in the Top 25 Most
Successful Brand
Brand Dabur touches the lives of millions of consumers every day.
 Consumer Care Overview
Category wise Share of Consumer
Care Sales
Oral care 17%
Skin care 6%
Home care 6%
Hair care 30%
Ethicals 12%
Digestive 8%
Health supplements 21%
oral care
17%
skin care
6%
home
care 6%
hair care,
30%ethicals
12%
digestive
8%
health
supplime
nts 21%
4%
28%
12%
28%
28%
Product Response
Dabur Amla Hair Oil
Dabur Honey
Dabur Red Toothpaste
Dabur Chyawanprash
Not Responded
72%
28%
Users of Dabur Products
Users of Dabur Products
Non Users of Dabur
Products

9. Conclusion:
The mission of an advertisement is to attract a reader, so that he will look at the advertisement and start to read it;
then to interest him, so that he will continue to read it; then to convince him, so that when he has read it he will
believe it. If an advertisement contains these three qualities of success, it is a successful advertisement.
AIDA provides the tools & techniques for marketing and consumer engagement. Working on AIDA model Dabur
India Ltd. Has become market leader & 4th
largest FMCG Company of India.
Nowadays DABUR is one of the most trusted brands in India and overseas.