Marketing Management Project

DABUR INDIA

Submitted by: Name: Karan Ganju Enroll No.:11BSPHH010381 Sec H Seat No. -20

DABUR INDIA LIMITED

Introduction
Dabur India Ltd. (DIL) is the fourth largest FMCG Company in India with a turnover Of Rs. 2834.11 Crore (FY09). Dabur today stands as one of the top market leaders because of its significant achievements. It has three major strategic business units(SBU) which are as follows Customer Care Division- It focused on consumer needs through four distinct sections Personal care Health care, Home care and Foods. Its master brand included Dabur- Ayurvedic Health Care Products, Vatika- Premium hair care, Hajmola-Tasty Digestives, Real-Fruit juices and beverages, Fem-fairness bleaches and skin care product. Consumer Health Division-this division focused on classical Ayurvedic medicine and Ayurvedic OTC products that provide the benefits of Ayurveda in ready to use format. Proprieatry Ayurvedic medicine developed by Dabur included Nature Care Isabgol, Trifgol, Madhuvanni. International Business division-it caters to health and personal care needs of customers across international markets.

Marketing Environment
A companys marketing environments consist of actors and force outside marketing that effect marketing managements ability to build and maintain successful relationship with target customers

VATIKA Overview
The vatika brand was launched in the year 1995 with the vatika hair oil being its first product.it turned out to be successful brand. Within first year of its launch it crossed Rs 100million in turnover. Over the years it became companys highest selling brand. More and more products were introduced over the year. It was joined by Vatika Heena cream and conditioning shampoo in 1997 and in 2000 by Anti-Dandruff Shampoo. By the end of 2007 the sales had crossed Rs 1000 million. With its innovative offerings the brand aimed to become a fort runner in the market in terms of home care and skin care products. Vatika in Hindi means garden. The brand attempts to live up to the promises beauty and nature that are associated with its very name. Starting with these associations Vatika has assiduously built a brand that delivers on all these values through its various product offerings, the mother brand being Vatika Hair Oil.

Marketing Mix For Vatika Hair Oil Product: Daburs range of natural hair oils had an array of specialised products that ensure problem free hair. Under vatika it had two main products Vatika enriched coconut oil and Vatika enriched Almond rich oil. While the former promises enrichment of hair from root to tip the later focused on hair style quotient. The products were further underlined by attractive packaging. For instance in a category that was dominated by blue packaging which was analogous to pure coconut oil(Parachute oil) vatika introduce green and white colour to reflect its promises of beauty and nature at the same time gave it a premium look. Same was in the case of Almond oil as well.

Bottles are available in two sizes 100ml and 200ml Price: Dabur Vatika hair oil has premium pricing as compared to its competitors. For instance Bajaj Almond drop oil was available in 50,100 and 200ml skus at a price of Rs 9,Rs 24 and Rs 64 respectively whereas Vatika Almond rich Oil was available only in 100ml and 200 ml skus Rs 40 and Rs 70 respectively. Vatika pricing was justified with the fact that special extra nourishment was provided through the value addition of henna, amla and lemon-derived additives. Promotion: Vatika hair oils promotion focused on the key benefits-having beautiful hair without any hair problems. It emphasised on the goodness of coconut oil enriched with henna amla additives basically the idea was to create conceptual awareness of the product. It used advertising media like television, print, outdoor media (hoardings) to promote its products. Vatika also associated itself with celebrities, the idea of a hair oil offering extra ordinary nourishment was communicated through advertisement featuring icons such as Mandira Bedi , Shefali Chhaya, Rani Mukherjee( current brand ambassador )

Place: Vatika products including Vatika Hair Oil are sold in 38 countries through morethan 15 lakh retail outlets and 5,000 distributors who service the entire country through a wide marketing network.

STP Analysis of Vatika Hair Oil Segmentation: Due to its premium pricing it was clear that Dabur wanted to cater to a premium segment who valued hair nourishment more than the pricing and stayed away from the price sensitive segment. Targeting: Vatikas success was backed by thorough research among Indian women to understand hair care regime. Women formed a major part of its customer base. The celebrity endorsing the brand depicted young, achievement driven, confident women who were positioned as Vatika women. It targeted the high income urban category of hair oil users. Positioning: Vatika positioned itself as a total hair care brand. By offering hair oil combined with natural products it offered a complete nourishment package to its customers. It imaged itself as an answer to worries about hair care problem caused due to pollution, geographical factors etc. By creating the concept of Vatika women who were young, achievement driven, confident women it created a new positioning in the mind of women.

The BUG!!! During winter season Vatika Coconut oil tends to solidify in the bottle due to high coconut oil content. This causes difficulty while using the product as the packaging makes it difficult for the consumer to take the oil out and apply it. Consumers then have to place it in a bowl of hot water to liquefy it a bit. Flip cans could be introduced so that consumer can take the oil out easily or its composition can be enhanced by introduction of elements that prevent or reduce solidification to a considerable amount. Also, because of its premium pricing the rural market remains untapped. Different size variants can be introduced like 5ml sachets, 10 ml or 50 ml bottles to widen its customer base.