COMPANY PORTFOLIO

Dabur India Ltd. is one of the third largest FMCG Companies in India with a history of over 133
years of quality and experience. Today, it is one of the most respected brands in India and the
world's largest Ayurvedic and Natural Health Care Company. The company has a vast global
distribution network covering 6 million retail outlets in over 120 countries across the globe with
strong penetration in urban and rural markets.

PRODUCT PORTFOLIO

Dabur India is a market leader with a range of over 250 herbal / Ayurveda products. Dabur
(FMCG) product portfolio comprises of five flagship brands with unique brand names —

 Dabur as the master brand for natural healthcare goods,

 Vatika for premium personal care,
 Hajmola for digestives,
 Fem for fairness bleaches and skin care items.

PRODUCT SEGMENT

Personal Care Health Foods Home

Care Care

 Hair care  Oral Care  Juice & Drinks  Air Freshener

 Body care  Baby Care  Honey  Hard Surface

 Culinary Cleaner
 Skin care  Digestive Products  Mosquito
 Ayurvedic Repeliants
Portfolio
 SEGMENTATION
Geographic Demographic
Region Age
City Gender
Rural & semi-urban Income

Market
PsychographicSegmentation
Behavioral
Socio-economic Consumer preference
Lifestyle Taste /Benefits
personality

Geographic Segmentation
The market is differentiated into geographical
units like nations, regions, cities etc. as
customer preferences vary across regions.

 For example

◦ Dabur Sivappu palpodi in south

India.

◦ Red tooth paste in East india.

Demographic Segmentation

In Demographic Segmentation the market is divided into groups on the basis of variables like -
Age, gender, income, generation .

 Age Chyawanprash junior Real junior

Psychographic Segmentation

Psychographic segmentation divides a market into different groups based on social class,
lifestyle, or personality characteristics.

 According to Indian eating habit

 Hajmola

 Churan

Behavioral Segmentation

Here the marketers divide the consumers into groups on the basis of their knowledge of, use of,
or response towards a product.

 Benefits from Hair oil and shampoo

TARGET MARKET
 Dabur through its diversified brands has tapped various target segments like the :

 Youth.

 Health Conscious People.

 School Children.

 Mothers.

 Existing Old age group.

 Targeted the Institutional market which included hotels and airlines.

 Partnered with Institutional clients to provide value added services.

MARKETING MIX

 PRODUCT:

 Products have been divided into 5 power brands

 Quality: High

 Sizes: Available in different sizes

 Design: Available in Tetra Pack, Bottles, Sachets

 PRICE:

 As, Dabur had different sub-categories it came out with variable pricing to reach each
and every target segment

E.g. :Cooler (juice) was 15% cheaper than Real.

 PLACE :

 Dabur constantly kept on increasing its geographic spread to increase its sales revenues.

 Special focus on the South Indian Market

 Expanding in the International Market.

 PROMOTIONS :
  Different brands have its own marketing and advertising team

 Utilized the popularity of Indian films in the domestic and global markets to promote its
brands

 Undertook the most advertising campaign with Mr. Bachchan and yash raj film endorsing
Dabur brands and captured his image in abroad

 Signed cricketer Virendar Sehwag and his wife for selected Oral, Hair and Healthcare
products

BRAND COMPETITOR
S S
Shampo HUL- P&G-
o Total Clinic
Market H&S
Expand Expand Challeng
er
Niche
Strateg
Oral
Health
Market Colgate

Share

Strategy y

Care
HomeJuice  Pepsi

Care
Skin
Food
Division
 HUL Emami
Care
Hair Care 
Oral Care 
Skin Care 

WINING COMPETITIVE STRATEGIES