Project Report

(submitted for the Degree of B.com Honours in Accounting

&Finance under the University of Calcutta)

Title of the Project

Marketing Strategy of Patanjali Ayurved
Limited and Dabur India Ltd
Submitted by

Name of the Candidate :- Mihika Gupta

Registration No:- 126-1211-0874-19
Name of the College :- Umeschandra College
College Roll No :- 163

Supervised by

Name of the Supervisor:- Prof. Shahira Eram

Name of College :- Umeschandra College

Month &Year of Submission:- June 2022

ANNEXURE IA

Supervisor’s Certificate

This is to certify that Ms.Mihika Gupta a student of Bom.Com Honours in

Accounts and Finance of Umeschandra College under the University of
Calcutta has worked under my supervision and guidance for her Project
Work and prepared a Project Report with the title Marketing Strategy of
Patanjali Ayurved Limited and Dabur India Ltd which she is submitting ,
is her genuine and original work to the best of my knowledge.

Place: Kolkata Signature

Date:
Name of Prof- Shahira Eram
Designation :SACT - I
Name of the College:Umeschandra College
ANNEXURE IB

Student’s Declaration

I hereby declare that the Project Work with the title Marketing Strategy of
Patanjali Ayurved Limited and Dabur India Ltd submitted by me for the
partial fulfilment of the degree of Bcom. Honours in Accounting and
Finance under the University of Calcutta is my original work and has not
been submitted earlier to any other University/ Institution for the
fulfilment of the requirement of the course of study.
I also declare that no chapter of this manuscript in whole or in part has
been incorporated in his report from any earlier work done by others or
by me.However, extracts of any literature which has been used for this
report has been duly acknowledged providing details of such literature in
the reference.

Place: Kolkata Signature

Date:
Name : Mihika Gupta
Address: Cluster 14/g9, Salt Lake,Kolkata -97
Registration No:126-1211-0874-19
 ACKNOWLEDGEMENT

First of all thanks to God , for giving me the strength and will to complete this task
just in time. Even though I faced a lot of difficulties while trying to complete this
task, but still managed to complete it and I am glad about it.

A great thanks to my family and friends who tried their best to give their support
either by giving me a lot of encouragement to keep up with this task or by supporting
us financially and pay all the cost required to complete this task.

Last but not the least, my project supervisor PROF SHAHIRA ERAM efforts
without which the success of this report could not have been imagined , deserves a
major vote of thanks. It’s because of her constsnt guidance and support that this study
has come to a success end.
 INDEX

S NO. TOPIC PAGE NO.

1. TITLE 1
2. SUPERVISOR’S CERTIFICATE 2
3. STUDENT’S DECLARATION 3
4. ACKNOWLEDGEMENT 4

5.
CHAP[TER 1: INTRODUCTION 8
1.1 Background 9
1.2 Objectives of the study
10
1.3 Need of the study
1.4 Methodology of the study 12
1 1.5 Limitation of the study 14

6. CHAPTER 2: CONCEPTUAL
FRAMEWORK 17
2.1 Overview
19
2.2 National scenario
2.3 International scenario 19
7. CHAPTER 3: PRESENTATION ,
ANALYSIS AND FINDINGS 19
3.1 Competitive Analysis - Patanjali Success
20
3.2 Digital Marketing Strategy of Patanjali
3.3 Patanjali advertisement and Campaing 21
Strategy 22
3.4 SWOT Analysis of Patanjali
3.5 Dabur LTD
29
3.6 Marketing Strategies of Dabur 29
3.7 Dabur Advertisements Strategy
31
3.8 Competitive Analysis of Dabur’s
Marketing Strategy 32
3.9 SWOT Analysis of Dabur
34
3.10 Result of the Survey

8. CHAPTER 4: CONCLUSION AND

RECOMMENDATIONS 37
4.1 Conclusion
37
4.2 Recommendations

9. CHAPTER 5: BIBLIOGRAPHY 40

10. CHAPTER 6: ANNEXURE 41

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CHAPTER 1

INTRODUCTION

1.1 BACKGROUND
 2

Marketing strategy is the comprehensive plan formulated particularly for achieving

the marketing objectives of the organization. It provides a blueprint for attaining these
marketing objectives. It is the building block of a marketing plan. It is designed after
detailed marketing research. A marketing strategy helps an organization to
concentrate it’s scarce resource on the best possible opportunities so as to increase the
sales.

Marketing strategy is a set of business tactics which help companies grow in the
market through effective research, marketing, promotion & advertising. Marketing
strategy defines the company’s marketing & advertising strategies based on business
goals. The development of a marketing strategy involves the identification of target
market segment, setting of short-term and long-term goals, pre-requisite consumer
research, and the implementation of ideas to get the attention of people.

A strategy is like a map that helps you reach your goals using a predefined
route. Marketers use such strategies to fulfil their marketing objectives.
These marketing strategies connect the dots of a marketing plan to help the business
reach the target customers using apt channels and aid business growth in the long run.

Marketing strategies are essential elements of a business. In fact, they are the deciding
factor of the business’s success and failure in the long run.

A Marketing Strategy is the long term planning of business objectives that the
company wants to achieve. For these to be achieved it is important to choose well the
specific actions to consolidate the reputation of products and services or increase sales
in the market.

A marketing strategy refers to a business's overall game plan for reaching prospective
consumers and turning them into customers of their products or services. A marketing
strategy contains the company's value proposition, key brand messaging, data on
target customer demographics, and other high-level elements.
 1

1.2 OBJECTIVES OFTHE STUDY

Thus keeping in mind the importance and relevance of the industry , the research has
been under taken to understand this fast developing industry. The objectives of this
particular study are :-

A)To determine consumer preferences.

B) To know the various reasons for which consumers purchase .

C)To understand the buying behaviour of the customers.

D)To analyse the effects of display on customer purchasing.

E)To understand relatives influence on customers in the purchasing process.

F)To determine Brand Loyalty and gainer/loser brands associated with brand
switching

G)To determine the main reason for ‘Preferred Brand’.

 1

1.3 NEED OF THE STUDY

REASONS WHY YOU NEED A MARKETING STRATEGY

According to this definition , a marketing strategy is a long- term , forward looking

approach to planning with the fundamental goal of attaining sustainable competitive
advantage . The marketing plan contains your business,s unique value
proposition ,customer data ,branding elements, and crucial vital factors. In general
when we discuss the design of a marketing plan , we consider four pillars on which all
companies build their marketing strategies;

A) Product
B) Price
C) Place
D) Promotion

If you wonder why marketing is important , the answer is simple.Without it your

business can suffer tremendous consequences;

A) Losing of leads and clients to competitors.

B) Losing market share.
C) Missing out oppurtunities for development and growth.
D) Low rates of customer retention and engagement.

Need of marketing strategies:

1) A marketing strategy helps you set clear business guidelines.

2) Your marketing plan is your best weapon against competitors.
3) Marketing helps you clearly define your products.
4) Marketing strategies allow you to better understand your target audience.
5) A marketing plan is a roadmap to various markets and targets.
6) A marketing plan allows a better division of roles.
7) Having a marketing plan you to allocate resources.
8) All professional businesses implement marketing plans.
9) Marketing and business storytelling go hand -in-hand.
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10) Your marketing plan is your reality check.

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1.4.METHODOLOGY OF THE STUDY

The research methodology is a systematic way of studying the research problem.The

research methodology means the way in which we can complete our prospected task.
Before undertaking any tadk it becomes very essential to determine the problem of the
study. I adopted the following procedure in completing my report study.

1. Research Problem.
2. Research Design
3. Determining the data sources.
4. Tools used for analysis of data .
5. Analysis of data.
6. Interpretation of the data.
7. Preparing research report.

1. Research Problem

I am interested in Marketing. So ,I have decided to make my research study on the

“MMARKETING STRATEGY OF PATANJALI AYURVED LIMITED AND
DABUR INDIA LTD”.

2. RESEARCH DESIGN

Collected data and information has been organised ,explained and analysed by using
different tools and techniques. This study shows results both in descriptive and and
analytical way.

3. Determing the data sources

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PRIMARY SOURCE is a source from where we collect first hand information or

original data on a topic .Google Forms was used with structured questionnaire for the
collection of primary data.

SECONDARY SOURCE is a source from where we collect data that has already been
collected by someone. We have collected secondary data from the published financial
statements of the firms, newspaper and articles.

4. Tools used for analysis of data

The survey process involved two phases: First phase included identification and
selection of the target

audience to be studied and to determine the parameters on which respondents will

justify their

preferences. A questionnaire was designed to collect the needed information from the
respondents. The

Second Phase involves collection of the primary data by making the respondents fill
up questionnaires.

5. Analysing the data

The Primary or secondary data both would never be useful until they are edited and
studied or analysed.
When the person receives the data many unuseful data would also be there. So, I
analysed the data and
edited it and turned it in the useful manner. So, that it can become useful in my report
srudy.
6. Interpretation of the data
With the use of analysed data I managed to prepare my project report. But an analysed
of the data
would not help my study to reach towards its objectives. The interpretation of the data
is required so
that the others can understand the Crux of the study in more simple way without any
problem. So I have
 3

added the chapter of analysis that would explain others to understand my study in
simpler way.
7. Preparing research report.
This is the last step in preparing the project report. The objective of the report writing
was to report the
findings of the study to the concerned authorities. I have attached all the requirements
with my report.

1.5: LIMITATIONS OF THE STUDY

The analytical study emphasizes the marketing aspect of pens. Data released by the
pen industry on
production and consumption etc. of pens is not very reliable because of inhabitant
characteristics of
maintaining secrecy by the industry so that they may not be exposed to the
Government and General
Public. Applications of sophisticated methods are not possible because of the lack of
resources and the
limitations of time. Since, the conclusions drawn are based on limited data; they
remain subject to
modifications and corrections.
 1

CHAPTER 2

CONCEPTUAL FRAMEWORK
/NATIONAL& INTERNATIONAL
SCENARIO
 2

2.1: OVERVIEW

India is one of the largest consumer markets in the world, with its population of
middle-class consumers expected to reach 200 million in 2021 and 475 million in
2030. But it is a complex and diverse consumer market, and it is vital to tailor your
marketing strategies and even your products to local preferences. In addition to
intense competition from both small and large local retailers and international
companies, you must consider the diversity of cultural backgrounds, differing levels
of wealth and sophistication, and the sheer size of both the population and land mass.

The best way to deal with the complexities of the Indian market for marketing and
advertising purposes is to invest in and hire local knowledge. Both Indian and
international companies specialise in marketing in India.A comprehensive marketing
plan that considers core elements such as your brand, stakeholder management, public
relations, media (including digital and social media), and your product/brand value
proposition is critical. Be aware, however, that you will need to continually reassess
your marketing strategy and plan. The Indian socio-economic environment is
constantly evolving and changing, which in turn impacts on consumer choices. 

Types of marketing strategies

1. Paid advertising

This includes multiple approaches for marketing. It includes traditional

approaches like TVCs and print media advertising. Also, one of the most
well-known marketing approach is internet marketing. It includes various
methods like PPC (Pay per click) and paid advertising.

2. Cause marketing

Cause marketing links the services and products of a company to a social

cause or issue. It is also well known as cause related marketing.

3. Relationship marketing
 3

This type of marketing is basically focused on customer building. Enhancing

existing relationships with customers and improving customer loyalty.

4. Undercover marketing

This type of marketing strategy focuses on marketing the product while

customers remain unaware of the marketing strategy. It is also known as
stealth marketing.

5. Word of mouth

It totally relies on what impression you leave on people. It is traditionally

the most important type of marketing strategy. Being heard is important in
business world. When you give quality services to customers, it is likely that
they’d promote you.

6. Internet marketing

It is also known as cloud marketing. It usually happens over the internet. All
the marketing items are shared on the internet and promoted on various
platforms via multiple approaches.

7. Transactional marketing

Sales is particularly the most challenging work. Even for the largest
retailers, selling is always tough especially when there are high volume
targets. However with the new marketing strategies, selling isn’t as difficult
as it was. In transactional marketing the retailers encourage customers to
buy with shopping coupons, discounts and huge events. It enhances the
chances of sales and motivates the target audience to buy the promoted
products.

8. Diversity marketing
 4

It caters diverse audience by customizing and integrating different

marketing strategies. It covers different aspects like cultural, beliefs,
attitudes, views and other specific needs.

2.2 National scenario

Currently in India, the national economy and marketplace are undergoing rapid
changes and transformation. A large number of reasons could be attributed to
these changes. One of the reasons in these changes in the Indian Market Scenario
is Globalization, and the subsequent and resulting explosive growth of global trade
and the international competition.

In the Indian Marketing Scenario, the market success goes to those companies that
are best matched to the current environmental imperatives. Those companies that
can deliver what the people want and can delight the Indian customers are the
market leaders.

2.3 International Scenario

Before the internet, only a few successful companies needed global marketing
strategies. These were the biggest names in business, operating in international
markets with employees across the world. 

One such company is Coca-Cola. The beverage corporation has catered to a

worldwide customer base for decades, adapting advertising, distribution, and
pricing to fit each market while maintaining its global brand strategy of sharing
happiness.

Fast forward to the 2000s, and most companies are global from the start. The
internet makes it possible for anyone to create an online business presence –
whether it's a one-page website, e-commerce shop, or social media profile. 
 5

CHAPTER :3
PRESENTATION, ANALYSIS &
FINDINGS
 6

PATANJALI AYURVED LIMITED

Patanjali Ayurved Ltd. is the fastest growing FMCG company in India that only deals
with herbal products. Founded in 2006 by Acharya Balkrishna and yoga guru Baba
Ramdev. It’s headquarter is located in Haridwar. In the year 2019, it earned revenue
worth $ 1.2 billion. 
Patanjali’s digital marketing strategy revolved around connecting modern India with
its culture and heritage of medicine, Ayurved. Patanjali undoubtedly had a range of
products under its brand, but being a new evolving brand it had a good number of
competitors.
While looking at the business side of the organisation, it caters to the personal care
and food industries. It produces more than 2,500 products and manufacturers over 300
aryud medicines for the treatment of various body ailments. 
One of the major reasons for its success is its products being 10%-30% lower in cost
than other FMCG products. The second reason for its success could be the shift in
Indian consumers’ lifestyle towards natural and ayurvedic products. 

3.1 Competitors Analysis – Patanjali Success

Strategy 

The major competitors for Patanjali are HUL(Hindustan Unilever Limited), Dabur,
and Baidyanath. Both of these FMCG and Natural products industry giants, yet
Patanjali succeeded in turning the tables in its favour, in a short period. We have
analyzed two sources of Patanjali success story. They are:

1. Targeted Marketing Strategy

Every product runs with a targeted marketing strategy that later acts as the major
reason behind a product’s success. Brands like Baidyanath made quality products that
attracted consumers but could never find a successful targeted marketing strategy way
to expand. Patanjali with its brilliant marketing strategy yet high-quality products was
able to expand while generating amazing demand from its successful marketing
strategy. As a result, it earned a profit of more than INR 9000 crores in 2019, whereas
Baidyanath’s turnover is only INR 700 crore in the same year.
 7

2. Face Value
The second vital reason is “Face value”. With the growing media and face value,
brand ambassadors act as a trust stamp. Ramdev Baba is known for his yoga and
ayurvedic knowledge for years added to the success of Patanjali’s marketing strategy.
His face in various advertisement campaigns created trust amongst the consumers
which acted as a vital reason for it to be a hit in the market.
These two factors are the core pillars of Patanjali’s success strategy. With a brilliant
marketing campaign and branding strategy, they outmanoeuvred well-established
companies like Dabur and Baidyanath.

3.2 Digital Marketing Strategy of Patanjali

Patanjali has a very holistic approach to its digital marketing efforts. It has several
digital campaigns that revolve around showcasing its products and reiterating how
healthy and natural the products are. With its amazing effort’s it has reached a
massive following on Instagram.
 8

Patanjali’s approach is two thronged. It boasts such a massive array of products that
all its posts revolve around showcasing these products. Their posts try to showcase the
health benefits and ways to use these products in ordinary day cooking. With such a
massive following, Patanjali has focused a lot of its marketing efforts on converting
youngsters to appreciate it’s products.
Secondly, Patanjali uses Baba Ramdev as its brand ambassador on their posts, very
frequently. They have successfully married their healthy products with the brand
image of a yoga guru, known for curing the country of daily ailments through healthy
living. With digital marketing efforts, they have made sure this image sticks and the
customers are heavily swayed by this stratagem.

3.3 Patanjali Advertisement and Campaign Stratagey

A marketing campaign means using different types of media and online platforms for
promoting a product. The specific pieces of promotion they create constitute their
advertisement strategy. They have to be carefully planned as marketing campaign
plays a major role in any brand’s success or failure. 
Patanjali Ayurved has done great research on their target audience and understands
the message they should put across through heir advertisements and which campaign
medium is most effective for their strategy.

#Swadeshi ka swabhiman

After achieving great success in the FMCG sector, Patanjali has now entered into the
brand apparel segment with its new brand named “Paridhan.
 9

Invoking the national image of cloth weaving, Patanjali has made a move on to the
textile industry. With the rising concerns of dependence on other countries for
necessities, and combining itself with the “Make in India” trend, Patanjali has
targetted the most essential items we all need, clothing. 

# Healthy India banaenge, Patanjali biscuit khaenge

Patanjali has launched its biscuit with the tagline “Healthy India banenge, Patanjali
biscuit khaenge” which means “India shall be healthy, Patanjali biscuits is what we
shall eat”. Patanjali claims that their biscuits contain zero maida, sugar, and trans fats,
and are healthier than any other biscuits. Taking a moment marketing spin at the
growing obesity in the 21st century and sugary food overload, Patanjali marketed
itself as a healthy option for biscuits. This struck a nerve with the Indian audience,
especially with the 35-year-old+ customer segment, who daily enjoy a biscuit with
their teas as a lifestyle habit.

3.4 SWOT Analysis of Patanjali

Strength:

 Brand Ambassador:
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Baba Ramdev as the brand ambassador makes the appeal of the company extremely
high due to his charisma and image as a health and yoga expert across the world.

 Right Time, Right Product:

Capitalising on the trend of healthy eating and natural products, Patanjali’s product
was well suited for the demands of the mass consumers

 Pricing Strategy:
Patanjali Products are found to be 5-to-10% below the average price of its competitor
products. This gives them a massive edge, especially in a price-conscious market such
as India.
 

Weakness:

 Logistics:
Since Patanjali don’t have any long-term deals with transporters the company’s
planning got complicated and their cost got increased too.
 
 Declining Revenue:
The company’s standalone consumer goods revenue declined more than 10 per cent in
the year ended March 2018 for the first time since 2013. Their strategy of high
volume and low pricing has started to hurt them.

 Lack of International Clientele

Patanjali products dominate the local markets but it does not have clients in ASEAN
and European markets like its competitor Dabur does. Patanjali only enjoys an
audience in India due to its low pricing and Baba Ramdev’s influence. They need to
expand to other countries to diversify their business.

Opportunities:
 International Markets:
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Patanjali can capitalise on India’s massive ex-pat audience. According to one case
studies, Patanjali enjoys its second-biggest market in the USA, where the NRI
audience are attracted to it’s nationalist and heritage driven brand image. They can
extend this into a proper international marketing and sales strategy.

 Targeting the luxury market:

Patanjali till now has only focused on low priced and mass-consumed products. It can
capitalise on it’s natural and heritage driven brand to market more expensive and
higher quality products to appeal to and compete against better products.

Threats:

 Political Instability:
Due to the high politicisation of the brand, the company is bound to suffer political
winds of change. Investors tend to not support such organisations due to high
politicisation, a change in government and a fall of graces that can affect its
performance.

 Whistle-Blowers:

There have been reports of degrading quality of the Patanjali products. Though not
sustainable in evidence, such rumours can over time erode even the best of brand
images.

 Increasing competition

With all the existing brands such as HUL and Dabur adjusting to the new Ayurveda
market of consumers, they have all adopted new strategies to compete with Patanjali,
with its element of surprise gone, it will face old and tested companies.

Patanjali is a strong and large volume driven company with many prospects but ever-
rising threats as all other FMCG companies are now eyeing to take back their share of
 12

the market. The company needs to come with ever-brilliant marketing and leverage
the power of digital marketing to face such obstacles.Patanjali till now has only
focused on low priced and mass-consumed products. It can capitalise on it’s natural
and heritage driven brand to market more expensive and higher quality products to
appeal to and compete against better products.Due to the high politicisation of the
brand, the company is bound to suffer political winds of change. Investors tend to not
support such organisations due to high politicisation, a change in government and a
fall of graces that can affect its performance.

VISION
 
Keeping Nationalism, Ayurved and Yog as our pillars, we are committed to create a
healthier society and country. To raise the pride and glory of the world, we are geared
up to serve people by bringing the blessings of nature into their lives. With sheer
dedication, scientific approach, astute planning and realism, we are poised to write a
new success story for the world.

 
 
MISSION
 
Making India an ideal place for the growth and development of Ayurveda and a
prototype for the rest of the world.

 
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3.5 DABUR LTD

Dabur India Ltd is one of the most trusted and leading FMCG companies in India. It
was founded by Dr S.K. Burman in 1884. In the last 100+ years, the small firm has
grown ginormous. Currently, Dabur has accumulated a market share of over Rs
80,000 crore with annual returns of Rs 8,700 crore. Their main product ranges deal
with hair care, oral care, health care, skincare, home care, and packaged food.

Dabur became a public limited company in 1996 and within 4 years it marked the
leading position with a turnover worth Rs 1,000 Crore. Three distinct divisions were
established for improving operations and management, namely, Goods for Health
Care, Family Products, & Dabur Ayurvedic Specialties.
Dabur became a public limited company in 1996 and within 4 years it marked the
leading position with a turnover worth Rs 1,000 Crore. Three distinct divisions were
established for improving operations and management, namely, Goods for Health
Care, Family Products, & Dabur Ayurvedic Specialties.
Internationally, Dabur’s goods enjoy a large reach and are available in more than 100
countries. Overseas revenue from Dabur today accounts for more than 27 per cent of
the overall turnover.
 
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VISION
Dabur is always dedicated and focused on the good health and well-being of every
household with a tagline- celebrate life justifying the vision.
 
MISSION
Dabur aims to provide 100% natural products for its customers, as its believes-health
is wealth.

3.6 MARKETING STRATEGIES OF DABUR

A marketing strategy is a long-term plan carried out to promote the goods and
services of a company. Strategies are the long-term plans made to achieve the
organizational goal and marketing deals in the selling or promotion of goods and
services with a primary aim of customer satisfaction.
Dabur’s marketing strategy aims at continuing its brand image by providing a variety
of products and using print media and sales promotion for reaching out to its
customers. 
We will discuss the marketing strategy of Dabur in more detail now. Let us begin by
learning more about the advertising strategy used by Dabur.
 
3.7 Dabur Advertisements Strategy
Dabur already holds on to print and television advertising and recently is planning to
take over digital media as a medium for advertising its products.

As we have seen, the cancer patients were paid homage in the advertising of Dabur
Vatika, as a salutation notice for battling with the disease. The commercial will reach
the consumer’s emotional side; mostly the ladies who use the Dabur Vatika.
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And in the case of Dabur amla hair oil, Dabur featured Priyanka Chopra for the
promotion of the product and she is seen getting a hair massage from her mother,
which shows how Dabur amla hair oil improves mother-daughter relation while
getting hair massage.

Digital Marketing Of Dabur

Dabur is known for its use of traditional promotional mediums but they are shifting
their marketing strategy to a digital-first approach. In an insightful interview taken by
BrandEquity of A.C. Burman, the Chairman of Dabur, he talked very intensely about
the digital-first approach for Dabur and how the company will shift it’s marketing
efforts to a newer medium.
The rationale for such a shift of marketing strategy comes from the acknowledgement
of the fact that social media and other digital platforms provide far more to a marketer
in terms of effectiveness than any previous medium of promotions. Dabur has been
increasing its digital spend over the last few years. From the year 2017, they have
increased their digital marketing spending by 33% in 2018. They spent a total of
RS1.99 billion in the year 2018-19.
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3.8 COMPETITOR ANALYSIS OF DABUR’S MARKETING

STRATEGY
Dabur does not afford to have one single strategy to compete against its competitors
effectively. It operates in the highly competitive FMCG industry consisting of large
MNCs, such as HUL, P&G, PATANJALI, ITC, etc. It cannot afford to go for purely
offensive strategies that directly affect the bottom line. Moreover, the basic nature of
the marketplace is dynamic.
The deciding criteria for any policy adoption are that it should be based on the
company’s strength, clear sustainable competitive advantage, and consumers’ needs
and requirements.
 Dabur has a very strong and wide supply chain network that covers both rural and
urban areas through 600+ distributors&2.8 million retailers. This network has helped
Dabur reach every corner of India, which gives it a competitive edge over well-
established players like HUL, P&G, ITC, etc.
 The FMCG & pharma industry is already overcrowded with local & national players.
Dabur has many brands that don’t have a stronghold in the market like Home care &
personal care products while it is the market leader in some of the product categories
Chyawanprash, Health supplements, Glucose-D & Real Fruit juice.
 All the sections of society are targeted by Dabur, like other companies, but middle-
class customers form the major group because of more purchasing power.

3.9 SWOT Analysis of Dabur

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SWOT (strengths, weaknesses, opportunities, and threats) analysis is a technique

used by the company to determine its competitive position, to form strategies and
plans accordingly, and to achieve the organizational objective. A SWOT
analysis measures internal and external factors, as well as current and future
possibilities. 
We have done in-depth research and have developed this SWOT analysis of Dabur for
you, have a look:

STRENGTH
 Dabur has a wide variety of products for each age group.

 Being a century-old brand, it has a strong brand image in the eyes of customers.

 Currently operating in over 60 countries, with 5000 distributors and 3 million

outlets.

WEAKNESS
 Many unbranded and duplicate products are being sold under the name of Dabur.

 Dabur not only has competition from local brands, but also international players
like Colgate.

OPPORTUNITIES
 The era of modernization and instant food has led to an unhealthy lifestyle, and
people are forced to take ayurvedic medicines and supplements like
Chyawanprash, Hajmola, etc. 

 Dabur products have an equally high demand in foreign markets.

 Expansion of the product line and introducing ayurvedic beverages can boost
their business.

THREATS
 Stiff competition from big MNC’s like ITC, HUL, Patanjali.
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 With an increasing trend of ayurvedic medicines and supplements, many local

brands have also entered the market.

SURVEY
 19

Market survey is the survey research and analysis of the market for a

particular product/service which includes the investigation into customer
inclinations. A study of various customer capabilities such as investment
attributes and buying potential. Market surveys are tools to directly collect
feedback from the target audience to understand their characteristics,
expectations, and requirements.

3.10 RESULT OF THE SURVEY

 Which brand do you prefer Dabur or Patanjali?

 60% of the target customer prefer Patanjali over Dabur.

 Which Dabur product have you used ?

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 Which Patanjali product have you used ?

 Which Dabur product advertisement have you seen the most ?

 Which Patanjali product advertisement have you seen the most ?

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 Which Brand provides the most satisfaction (value satisfaction )?

 Customers belief that Dabur provides more money satisfaction , hence Dabur
products have more utility than Patanjali.
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CHAPTER 4

CONCLUSION AND RECOMMENDATIONS

4.1 CONCLUSION
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People prefer Patanjali than Dabur.People watch Dabur’s

Chyawanprash advertisement the most and Patanjali’s honey .Dabur
provides more satisfaction than Patanjal,

4.2 RECOMMENDATIONS

Recommendations for successful marketing strategies for Patanjali

and Dabur:

1. Determine the target audience.

2. Create and document your strategy.
3. Build marketing parterships.
4. Start collaboration with influencers.
5. Be the solution - start helping customers solve a problem.
6. Initiate aForum - let customers interect.
7. Get employees - outside of the marketing department - engaged
and involved.
8. Use big data to target customers.
9. Align your team to specific goals.
10. Audit and plan media campaigns.
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CHAPTER 5

BIBLIOGRAPHY

 https://patanjaliayurved.org/company-overview.html
 https://economictimes.indiatimes.com/company/patanjali-ayurved-limited/
U24237DL2006PLC144789
 https://www.capitalmarket.com/Company-Information/Information/About-
Company/Dabur-India-Ltd/3392
 https://www.business-standard.com/company/dabur-india-3392/information/
company-history
 https://asia.nikkei.com/Companies/Dabur-India-Ltd
 https://iide.co/case-studies/swot-analysis-of-dabur/
 https://bstrategyhub.com/patanjali-swot-analysis-2019-swot-analysis-of-patanjali/
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CHAPER 6 ANNEXURE

1. Which brand do you prefer Dabur or Patanjali?

2. Which Dabur product advertisement have you seen the most ?

3. Which Patanjali product advertisement have you seen the most ?
4. Which Dabur product have you used ?
5. Which Patanjali product have you used ?
6. Which Brand provides the most satisfaction (value satisfaction )?

7. Which Patanjali product advertisement have you seen the most ?

8. Since when are you using Patanjai Products ?

9. Would you like to suggest any changes to Dabur ?
10. Would you like to suggest any changes to Patanjali ?