Marketing Mix of Dabur and 4Ps (Updated 2023)

The Marketing mix of Dabur analyses the 4Ps of Dabur, which includes the Product, Price, Place, and Promotion of Dabur. Dabur is one of the leading companies in India, and it deals with products that are Ayurvedic in nature. Dabur is known to be a natural product, as all of Dabur’s products are related to herbs. Dabur, the brand name, is associated with trust, and its products have helped the company to become a household name.

Dabur has the distinction of having nearly two hundred and fifty products under its brand name. It is a trendy brand with outlets in Africa, Europe, the United States, Russia, the SAARC countries, and Middle Eastern countries.

Dabur has been in the market for a long time. It was founded in 1884 by Dr. S. K. Burman and has been in the thick of things for nearly one hundred and thirty years. The company was started to manufacture Ayurvedic medicines for diseases like malaria and cholera. Today, the company specializes in the manufacturing facilities of almost 260 drugs and deals with various diseases and disorders.

Dabur is a Public ltd company headquartered in Ghaziabad, India. Dr. Anand Burman is its chairperson, and its CEO is Mr. Sunil Duggal. The company’s net income is currently estimated at nearly INR 14.75 billion. The company officials are devoted to their endeavors to take the company forward. Their commitment to customers and associates is to be admired and saluted.

The company faces competition from Hindustan Unilever, Marico, Tropicana, Frooti, Slice, Himani, Zandu, Procter & Gamble, ITC, and Himalaya. Still, its marketing mix, exclusive products, and strenuous efforts have retained its hold on the market.

About Dabur

• Type: Consumer goods company
• Industry: Fast-moving consumer goods (FMCG)
• Founded: 1884
• Founders: S. K. Burman
• Headquarters: Ghaziabad, Uttar Pradesh, India
• Area served: India and over 120 countries
• Current CEO: Mohit Malhotra
• Number of employees: 25,000+
• Major products: Ayurvedic and natural products, including Chyawanprash, Honey, Honitus, Pudin Hara, Lal Tail, Amla, Vatika, Red Paste, etc

Dabur Product Strategy

Dabur is committed to offering its customers products that are of excellent quality and are herbal. Their mission is to provide healthy goods for their customers, as health is wealth. Nature inspires all its products. Dabur deals in many categories and brands of merchandise like oral care, hair care, skincare, food products, and healthcare and home-care products.

In 1940, Dabur launched Dabur Amla Hair Oil, one of the company’s leading products. In 1949, it gave the world Dabur Chyawanprash. From children to the old-age group, it is the favorite hair oil of every generation. In 1970, Dabur added Oral products like Dabur Lal Dant Manjan to its portfolio. Hajmola tablets and Hajmola candy were introduced in the market in 1978 and 1989, respectively.

In 1994, Dabur became the world’s second company to enter the market for anti-cancer medicines. Its research and foundation team helped develop a drug extracted from the Asian Yew tree leaves. This eco-friendly process is unique and one of a kind. Its health products include Dabur’s Honitus Cough Syrup, Dabur Active Blood Purifier for women, Dabur Shankha Pushpi to enhance memory, Dabur Balm Strong for headaches and Shilajit Gold for rejuvenation.

In 1996, it stepped into the food market for the first time with the launch of Real Fruit Juice and later introduced cooking paste, homemade pappad, coconut milk, and tomato puree. Its skin products, under the name ‘Gulabari,’ include Rosewater, Moisturizing cream, Face freshener, Moisturizing lotion, and under the name ‘Fem,’ include Pink bleach, Gold bleach, Blue bleach, Herbal bleach, Liquid hand and face wash, and Hair removing cream.

The product mix of Dabur in 2023 is as follows(Source):

1. Healthcare Products: Ayurvedic medicines and supplements, Digestive health products (e.g., Chyawanprash), Health drinks (e.g., Dabur Honey), Cough and cold remedies, Herbal and natural skincare products
2. Personal Care Products: Hair care products (e.g., Dabur Amla hair oil, Vatika hair products), Oral care products (e.g., Dabur Red Toothpaste), Skin care products (e.g., Dabur Gulabari Rose Water), Bath and shower products (e.g., Dabur Vatika shower gels), Men’s grooming products
3. Food Products: Fruit juices and beverages (e.g., Real fruit juices), Cooking oils (e.g., Dabur Mustard Oil), Spices and seasonings, Culinary pastes (e.g., Dabur Ginger and Garlic Paste), Ready-to-eat foods
4. Home Care Products: Cleaning products (e.g., Odonil air fresheners), Insect repellents (e.g., Odomos mosquito repellent), Hand sanitizers
5. Baby Care Products: Baby oils, Baby creams and lotions, Baby shampoo
6. Herbal and Ayurvedic Products: Traditional Ayurvedic medicines and remedies, Herbal and natural health supplements, Ayurvedic skincare and haircare products
7. OTC (Over-the-Counter) Medicines: Common over-the-counter medicines and remedies
8. Ethical Range: Medicines prescribed by healthcare professionals
9. Professional Range: Products designed for healthcare professionals and institutions

Dabur Pricing Strategy

Dabur has hired a unique team of trained professionals who scrutinize the changing perception of the market. They systematically and regularly evaluate their products and their competitors’ products. After analyzing each aspect carefully, they determine their pricing strategy. As Dabur is a nature-based company that deals with Herbal products, compromise is not allowed with the product. The prices are kept with a minimum profit in mind. It is the company’s primary aim that more and more people buy these natural products, as they are beneficial for the health of every individual.

Pricing strategy also involves the customer’s reaction. Whenever a product receives an adverse price reaction, the company offers discounts or special schemes to counterattack it. Sometimes, the price hike is minimal, but the pack size is reduced so that both the consumer and the producer balance it. A price hike becomes compulsory at other times, and the customer’s brand loyalty is tested. As the quality maintained by the company is at a much higher level than others, it can retain its customer base. A person can easily buy Dabur products from the many market areas. Dabur has maintained the quality of its products, and its prices are very reasonable compared to other brands.

Here’s an overview of Dabur’s pricing strategy:

1. Value-Based Pricing: Dabur strategically employs a value-based pricing approach, considering the perceived value its products offer consumers. Leveraging its heritage in Ayurveda and natural ingredients, Dabur positions many of its products as premium, allowing it to command higher prices than generic alternatives.
2. Market Segmentation: Recognizing the heterogeneity of consumer preferences, Dabur segments its market and adjusts pricing accordingly. For instance, Dabur offers different variants and sizes of products to cater to various income levels, ensuring affordability while maintaining premium pricing for specialized ranges.
3. Competitive Pricing: Dabur continuously monitors the pricing strategies of its competitors in the FMCG (Fast-Moving Consumer Goods) industry. This vigilance enables Dabur to remain competitive by offering price promotions, discounts, and bundles to attract and retain price-sensitive consumers.
4. Skimming and Penetration Pricing: Depending on the product category and market dynamics, Dabur may employ skimming pricing for innovative or unique offerings, capitalizing on early adopters’ willingness to pay more. Conversely, the company may use penetration pricing to gain market share, especially in highly competitive segments.
5. Bundle Pricing and Cross-Selling: Dabur utilizes bundle pricing and cross-selling strategies, enticing consumers to purchase complementary products. By offering discounts on combinations of items, the company boosts sales and enhances the overall customer experience.

Dabur Place Strategy

Dabur has nearly 2.8 million showrooms and retail outlets. It has covered its base successfully in both the rural and urban markets. It has captured the imagination of worldwide markets, all over the globe, in more than 60 countries. Talks are going on with other countries to include Dabur products in their market. Dabur authorities use its sales force and distribution channel to market its products. It has a firm grip on its market intermediaries like wholesalers, retailers, and dealers. It is through all these distribution channels that a Dabur product passes and, at last, reaches the consumer. Their strong network for both distribution channels and supply is extensive and incomparable. The products are sent from one place to another with ease.

It has many laboratories where thorough research and development work is in progress. Dabur’s ongoing work strategy has helped them utilize modern facilities without compromising their basic principles of ethics and values. Dabur has many manufacturing plants in India and overseas offices. Plant 1 at Sahibabad deals with Hajmola, Dabur Amla Hair oil, Oncology medicines, Hingoli, and Ashokarisht. Unit 1 in Baddi deals with Ayurvedic medicines, Unit 2 in Baddi deals with Chyawanprash And Unit in Narendrapur deals with Honey.

Dabur opened its first manufacturing unit overseas in Birgunj, Nepal. This unit is equipped to manufacture Oral care products, Ayurvedic medicines, Hair Care products, and Fruit Juices. A manufacturing unit in Egypt deals with food, skincare, and hair care products.

Here are five key elements of Dabur’s place strategy:

1. Extensive Distribution Network: Dabur has established an extensive distribution network that covers both urban and rural areas in India. This network includes distributors, wholesalers, and retailers to ensure its products are readily available to consumers nationwide.
2. Rural Reach: Dabur strongly emphasizes reaching consumers in rural and semi-urban areas, recognizing the significant market potential in these regions. The company employs a robust rural distribution channel to make its products accessible to consumers in remote locations.
3. Modern Retail Presence: Dabur products are prominently featured in modern retail outlets such as supermarkets, hypermarkets, and department stores. The company maintains partnerships with major retail chains to enhance its presence and visibility on store shelves.
4. E-commerce and Online Presence: Dabur has embraced e-commerce as a key distribution channel. It sells its products through its official website and collaborates with leading online marketplaces to reach digital-savvy consumers who prefer to shop online.
5. Export Markets: Dabur has a global presence, exporting its products to numerous countries. The company leverages a well-established export distribution network to tap into international markets, making its products available to a diverse global customer base.

Dabur Promotion Strategy

Trust and Dabur go hand in hand. Their innovative vision has led to phenomenal progress and conquering milestone after milestone over many years. The confidence people show in Dabur products helps them buy those products. It has joined hands with international companies to boost its sales of its products.

In India, Dabur has launched a full-fledged advertising and marketing campaign. This will help make the customers aware of all the Dabur products, their prices, their main features, and the places where the buyers can buy them easily. Every little detail of a Dabur product is available online. Online shopping is being encouraged, as the younger generation is techno-savvy. Even children and older generations have become interested in buying products online to save time.

On television, famous actors and sportspersons advertise the products. Amitabh Bachchan is seen regularly in Dabur ads for hair oils like Dabur Chyawanprash and Dabur Hajmola. Sonakshi Sinha and Samantha Prabhuare are seen in Dabur Vatika Hair Oil. Salman Khan has been a regular promoter of Ranbaxy’s Revital 30+. The promotions by celebrities help in the continuous marketing mix of dabur and high sales of the products.

Dabur employs a promotion strategy that includes the following:

1. Extensive Advertising: Dabur invests heavily in advertising campaigns across various media channels, emphasizing its natural and Ayurvedic product offerings to build brand awareness.
2. Healthcare Initiatives: The company engages in healthcare education programs and wellness events to promote the health benefits of its products, leveraging its heritage in Ayurveda.
3. Digital Marketing: Dabur utilizes digital marketing, social media, and influencer partnerships to connect with a tech-savvy audience and drive consumer engagement and loyalty.

Some Recent Video ads and Print ads of Dabur are:

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