Segmentation:

1. Geographic Segmentation:
- Domestic Market: Dabur has segmented the domestic market nationally and regionally.
Rural India is a significant market, accounting for nearly 50% of domestic FMCG sales. The
company launched Project Double to increase coverage in rural markets.
- International Market: Dabur recognizes international demand, with 32.4% of consolidated
sales coming from international markets, including the Middle East, Africa, Asia (ex-India),
Americas, and Europe.
2. Demographic Segmentation:
- Economic Status: Targets lower, middle, and upper-class consumers. Majority customers
are from the middle class.
- Age: Targets all age groups, including kids (6 to 10 years old), mothers, youth, and the
elderly.

- Family Life Cycle Stage: Targets families with adolescents, ladies, and the elderly.
3. Psychographic Segmentation:
 - Lifestyle: Targets health-conscious individuals who want to replace sugar, old age people
avoiding sugar, and those using honey for medicinal purposes. Dabur Honey is associated
with a lifestyle choice for both young and old consumers across all classes.
4. Behavioral Segmentation:
Usage Patterns:
Dabur identifies different usage patterns for honey, positioning its product not only as a
sweetener but also as a health supplement, a cooking ingredient, and a skincare remedy. This
comprehensive approach caters to diverse consumer behaviors.

Targeting:

1. Distribution Network:
- Dabur has an extensive distribution network covering 175 towns and 75 thousand retail
outlets, making products easily accessible across the country.
2. Target Market:
- Targets people of all income levels, including the upper, middle, and lower class. Dabur
has successfully targeted the overseas market, making its products available in over 120
countries.
3. Product Range:
- Dabur Honey re-launched in 2014 with a new logo and introduced a Rs 10 pack,
addressing the need for small packs for children and religious usage. This strategy has added
new consumers to the brand.

Positioning:

1. Brand Positioning:
- Positions itself as a brand caring for consumers with the #BraveAndBeautiful campaign.
Focuses on the growing acceptance of Ayurvedic and natural products.
- Positions personal care products as Ayurvedic and herbal, emphasizing the benefits of
natural products within an affordable range.
- Dabur launched the "My 10 Kg Plastic" initiative, aligning with CSR efforts and
positioning the brand as socially conscious.
- Uses famous actors and sportspersons in television ads to promote products and build
trust.
 - Utilizes traditional promotional mediums but is shifting to a digital-first approach to reach
a wider audience.
2. Product Positioning:
Health and Wellness:

- Messaging: Dabur Honey is positioned as a health-enhancing product, emphasizing its

natural and pure qualities. The marketing communications highlight the various health
benefits of honey, aligning with the global perception of honey as a superfood.
- Use in Daily Routine: The brand encourages individuals to incorporate Dabur Honey into
their daily routines. Whether consumed first thing in the morning for weight management or
used as a sugar substitute, the product is portrayed as a beneficial addition to a healthy
lifestyle.
Quality Assurance:
 - Purity and Testing: Dabur Honey positions itself as a brand that prioritizes quality. The
product undergoes rigorous testing for adulteration, ensuring consumers receive a pure and
unadulterated honey experience. The emphasis on sterilization before bottling further
reinforces the commitment to quality.
Versatility:
- Beyond Sweetening: Dabur Honey is positioned as more than just a sweetener. The
product's versatility is highlighted, showcasing its use in various applications such as skin
care (for burns, cuts, and chapped lips), cooking (as a preservative), and weight management.
- Ingredient in Recipes: The brand encourages consumers to explore the diverse uses of
honey beyond sweetening, positioning Dabur Honey as an essential ingredient in both
culinary and wellness applications.

Traditional and Modern Fusion:

 - Ayurvedic Roots: Dabur, being one of the largest Ayurveda and natural health companies
globally, positions Dabur Honey as a product deeply rooted in Ayurvedic principles. This
positioning appeals to consumers looking for traditional, time-tested remedies.
- Modern Lifestyle: Simultaneously, Dabur Honey is positioned as a product suited for the
modern lifestyle. It is associated with a contemporary lifestyle choice for both the young and
the old, reflecting the brand's adaptability to evolving consumer preferences.
Affordability and Accessibility:
- Wide Reach: Dabur Honey positions itself as a product accessible to consumers across all
income levels. With a distribution network covering towns and retail outlets extensively, the
brand ensures that its products are readily available to a broad consumer base.
- Introduction of Small Packs: The introduction of the Rs 10 pack reflects a strategic move
to make Dabur Honey accessible to a wider audience, addressing specific consumer needs
such as feeding children and religious usages.
Sources:
https://www.daburhoney.com/
https://e-research.siam.edu/wp-content/uploads/2020/11/IMBA-2016-IS-A-STUDY-ON-
CONSUMER-PERCEPTION-WITH-RESPECT-TO-DABUR-HONEY-compressed.pdf