TOPIC: Marketing Mix

PRESENTED BY:

 Aashna Anchan 61

 Tejas Gala 75

 Puja Kale 88

 Vipna Shah 98

 Vishal Zaveri 109

THE FMCG SECTOR

4th largest sector in economy.

Responsible for 5% of total factory employment in

India.

Major giants in FMCG sector – Hindustan Unilever

Ltd., P&G, Dabur India Ltd., ITC, Godrej and
Emami.
DABUR INDIA LTD.
Why “Dabur India Limited”?

• 4th largest Indian FMCG

company.
• Present in 47 Countries.
• Turnover of Rs 2233.72
crore.
• Growth Over 17.6%
 COMPANY HISTORY

Year Achievements
1884 Birth of Dabur
Early1900 Ayurvedic medicines
1919 Establishment of research laboratories

1936 Dabur India Pvt. Ltd.

1979 Sahibabad factory / Dabur Research
Foundation
1986 Public Limited Company
 COMPANY HISTORY

1992 Joint venture with Agrolimen of Spain

1993 Cancer treatment
1994 Public issues
1995 Joint Ventures
2000 Turnover of Rs.1,000 crores
2003 Dabur demerges Pharma Business
2005 Dabur acquires Balsara
2007 Dabur posted a turnover of Rs 2233.72 crore
Marketing Mix
 Marketing Mix Has to be juggled.

Continuous Task

 Constantly require periodic changes

 Quick Changes

 No Marketing Mix is for-ever-valid

 Plain Product Mix
Dabur
Product line Width

Home Care Health Care Personal Care Foods & Juices

Odomos Health Supplements Hair Care-Oil Real,

Real Activ
Dabur Chyawanprash (Fruit Juice)
Odonil Dabur Chyawanshakti Amla Hair Oil, Amla Lite Hair
Glucose-D Oil
Vatika Hair Oil Dabur Honey
Odopic
Digestives Anmol Sarson Amla
Hommade
Sani Fresh Hajmola Yumstick, Hajmola Mast (masala)
Masala, Hajmola candy, Hair Care-Shampoo
Dabur Hingoli Lomoneez
Anardana Vatika Henna Conditioning (lemon juice)
shampoo
Vatika Anti-dandruff shampoo, Capsico
Product Baby Care (Red pepper
Vatika Root strengthening
Sauce)
line Dabur Lal Tel shampoo
Dabur Baby Olive Oil
length Dabur Jamna Ghunti

Natural Cures
Skin Care
Ring Ring
Itch Care Gulabari
Back-aid Vatika Fairness Face pack,
Dabur Balm Vatika Saffron glow soap with
sandal

Oral Care
Babool toothpaste
Meswak toothpaste
Promise
Binaca toothbrush
Dabur Lal dantmanjan
 Product Mix- width

Plain Product Mix

Dabur

Product line
Width

Home Care Health Care Personal Care Foods & Juices

 Product Mix- length
Odomos Health Supplements Hair Care-Oil Real,
Dabur Chyawanprash Real Activ
Odonil Dabur Chyawanshakti Amla Hair Oil, Amla Lite Hair (Fruit Juice)
Glucose-D Oil
Vatika Hair Oil
Odopic Anmol Sarson Amla Dabur Honey
Digestives
Sani Fresh Hommade
Hajmola Yumstick, Hajmola Mast
Hair Care- (masala)
Masala, Hajmola candy,
Dabur Hingoli Shampoo
Anardana Lomoneez
Vatika Henna Conditioning (lemon juice)
shampoo
Vatika Anti-dandruff shampoo, Capsico
Product Baby Care Vatika Root strengthening (Red pepper
shampoo
Sauce)
line Dabur Lal Tel
Dabur Baby Olive Oil
length Dabur Jamna Ghunti

Natural Cures
Skin Care
Ring Ring
Itch Care Gulabari
Back-aid Vatika Fairness Face pack,
Dabur Balm Vatika Saffron glow soap with
sandal

Oral Care
Babool toothpaste
Meswak toothpaste
Promise
Binaca toothbrush
Dabur Lal dantmanjan
Product mix- depth

9 flavours:
flavours 3 sizes:
sizes
Mango 200 ml
Orange
500 ml
Litchi
Pineapple
1 ltr
Grape
Cranberry
Tomato
Guava
Mixed fruits
Real juices ( 9 flavours x 3 sizes = 27 )
Category-wise Contribution of DABUR
Products in the Revenue
 Classification of Real juices

 Based on Tangibility

 Based on Functional life

 Based on price and quality

 Based on utility
 Product Levels

 Core Benefit
 Basic Product
 Expected Product

 Augmented Product
 Potential Product
PRODUCT LIFE CYCLE
 Real’s Position

Maturity Stage
Variants
Introduction of
Real Activ
Product Line
extension in 2005 as
“Real Twist”
Real Twist
Emerged as A new
Brand
 BRANDING STRATEGY

 SHIFT from UMBRELLA Branding Strategy to

INDIVIDUAL Branding Strategy

 NEW LOGO
BRAND STRATEGY DECISIONS
Product Category
OLD NEW

OLD Line Extension Brand Extension

E.g.- Real Juices E.g.- Vatika Hair

Brand Name getting Variants Oil

Multi Brands New Brands

NEW

E.g.- Different
Brands in Tooth
Paste Category
PRICE MIX

Dabur forced to lower prices due to competition

from small players and pressure from MNC’s in 2004

Lowers price of Vatika shampoo by 20%

Introduces one-rupee sachets to gain volumes and

deeper penetration in rural markets

Then continues its value-for-money policy

PRICE MIX

We can see that the company follows:

Market penetration strategy

Fixed price strategy

Resale price maintenance (MRP)

Leader Pricing
PLACE MIX
• More than 1.5 million retail outlets

• More than 5000 distributors

• Network spread across 5 continents

and over 50 countries

• 47 C&F agents

• 13 ultra-modern manufacturing units

MULTI-CHANNEL MARKETING

 For Malls:
Dabur Agencies Malls Consumers

Concept Of “Modern Trade”.

Trade

Agents Between Company And Mall

Distribution Channels

In Urban areas

Dabur CFA Distributor Retailer Consumers

In Rural areas
Super Sub-
Dabur Retailer Consumers
Stockiest Stockiest
Distribution Channels

International distribution:

Foreign
Dabur Retailer Consumers
Distributor
Intermediaries

• Retailers

• Distributors

• Company’s Sales force

 Managing Conflicts

 Rules And Regulations For The Distributors.

 Restriction on Distribution.
PROMOTION MIX

Advertisements

Sales promotion
 Towards
Consumers
 Towards Retailers
 Towards sales force

Public Relations

Direct Marketing
Advertisements

Advertising Agencies For Respective

Products.

Celebrity Endorsements.

Point Of Purchase Advertisement

Print Ads
Sales Promotion

Towards Consumers

Towards Traders

 Towards sales force

P. R. Tools

Corporate Communication

Sponsor Events

News Release

New product launch

Public welfare activities

 Events sponsored by Dabur

 Dabur Vatika Star Parivar Awards

 Dabur Vatika Zee Astitva Awards
 Sustainable Development Society /Sundesh, in
1993
 Promoting health and hygiene
 Organising the Plant for Life Programme for
schoolchildren
 "Plants for Life" project
Direct Marketing Tools

Internet

Personal Selling (As an Experiment)

AIDA Model
Personal Relevance Model
 AIDA v/s PRM

AIDA suggests a gradual change in the steps

Whereas PRM says that there is no definite order

Attention can affect Action directly. For example,

Dabur product Odomos (cream and lotion)

Similarly, desire can create Interest conversely. For

example, personal care products like Vatika face
pack.
SEGMENTATION

Mass marketing for most products.

For example, Dabur Chyawanprash, Dabur Glucose-D.

Segment marketing for some products. For example, Dabur

Lal Tail (infants), Real Activ brand (health conscious young
adults), Lal Dant Manjan (rural market)

Focus On Intenational Market.

 POSITIONING

Positioning of Fruit Juices in Dabur

 Real fruit juices- taste and nutrition.
 Real Active fruit juice- tastier way to health.
 Real Active fruit vegetable juice- the taste of

fruits with the goodness of vegetables

 Real Junior- fruit juice enriched with

calcium, sweet in taste and low in acidity

 Real Twist - fun brand.
 DIFFERENTIATION

Image differentiation
 Closely associated with ayurvedic medicines
 Repositioned itself as an FMCG company
Product differentiation
 'Real Twist' launched in a pet bottle format
 Launched in three variants:-Mango-Orange, Mango-
Apple and Mango-Pineapple
 Available in 200 ml (Tetrapack), 600 ml (PET) and 1200
ml (PET) priced at Rs. 10, 25 and 45 respectively.
 Service differentiation
 Easy access to products
CONSUMER BEHAVIOUR

Factors affecting consumer behaviour in case of

Dabur products:-

Perception
Social Factors
Age
Income
Personality
Motivation
Learning
Belief
Oral Care products of Dabur affecting consumer
behaviour on the basis of INCOME:-
INCOME

Premium (Meswak)

Popular (Dabur Lal Dant Toothpaste)

Economy (Babool)
Dabur unveils vision 2010

Aggressive strategy
Focus on expansion, acquisition and
innovation
Target southern market
Target excise free zones
SAP system
Kiosk and direct marketing
 Corporate Social Responsibility
Safety
 Products undergo Clinical Validation processes
 Products follow the Government’s norms

Environmental Concerns
 ‘Plants for Life’ Project

Implementation of social commitments

 Sundesh, a non-profit organisation,
 The Chunnilal Medical Trust for medical camps
 Plants for Life programme for schoolchildren.

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