In-Depth Case Study on Marketing Strategy of Dabur

Updated on: Apr 4, 2023
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My name is Aditya Shastri and I have written this case study with the help of my students from IIDE's online digital marketing courses in India.

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Dabur India is a household name in the natural foods and ayurvedic industry, and a company that is famous for its marketing efforts. Based on the background of around 139 years of experience and quality, Dabur India Limited is the largest Ayurvedic and natural healthcare company in the world with a product range of more than 250+ herbal and Ayurvedic items. It is the 4th Largest FMCG Company in India, with headquarters in Ghaziabad and Mohit Malhotra as the CEO.

Let us begin the Dabur case study by learning more about the brand.

Dabur Marketing Strategy and SWOT Analysis - Dabur

In this case study, we will decode and understand the SWOT Analysis of Dabur and its marketing strategy. We have also included the BCG matrix analysis to further your understanding of the topic. This Dabur case study is curated with the help of our Virtual Interns who connect and work with us from across the country. At IIDE, we believe in teaching through action. Our students learn through live projects and practically oriented classes to become reliable professionals from day 1.

Without further ado, let us learn more about the campaigns & the SWOT analysis of Dabur.

Digital Marketing Academic Challenge 2024 - DMAC

About Dabur

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 89,293 crore with annual returns of Rs 11,975 crore. Their main product mix of Dabur ranges deal with hair care, oral care, health care, skin care, home care, and packaged food.

Dabur Marketing Strategy and SWOT Analysis - About Dabur

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 to improve 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 percent of the overall turnover.

Power Product Mix of Dabur

Power product mix of Dabur - Dabur

  1. Dabur Chyawanprash: Dabur Chyawanprash, renowned as the elixir of life, is a time-honored Ayurvedic blend comprising over 41 potent herbs, crafted to bolster the immune system and safeguard the body against daily infections. 26 Million units of Dabur Chyawanprash are sold in a year.
  2. Dabur Honey: Dabur Honey, a prominent healthcare brand, stands as the largest branded honey in the nation, renowned for promoting fitness and a wholesome lifestyle, in addition to its immune-boosting properties.
  3. Dabur Honitus: Dabur Honitus, an Ayurvedic remedy for cough without drowsiness, is clinically validated to swiftly alleviate acute cough and throat irritation.This brand achieves gross sales of Rs 100 Crore.
  4. Dabur Lal Tail: Clinically tested for safety by dermatologists, Dabur Lal Tail ensures the strengthening of a baby’s bones and muscles, while also providing skin protection and a natural glow. It has been clinically proven to accelerate babies’ physical growth by 2 times faster.17.1 Lakh Litres of Dabur Lal Tail sold in 2022-23.
  5. Dabur Pudin Hara: Dabur Pudin Hara, an Ayurvedic remedy for indigestion, gas, and acidity, is renowned for its swift alleviation of stomach discomforts.
  6. Dabur Amla Hair Oil: As India’s top-selling hair oil brand, Dabur Amla hair oil has remained the favored choice for generations of Indians in hair care. Enriched with amla extracts, it not only aids in reducing dandruff but also preserves the natural color of hair.
  7. Dabur Red Paste: Containing 13 powerful Ayurvedic ingredients like Laung, Pudina, and Tomar, Dabur Red Paste offers defense against 7 dental issues including cavities, gingivitis, plaque, toothache, bad breath, yellow teeth, weak teeth, and gums.
  8. Real: As the newest addition to the Dabur portfolio, Réal is brimming with authentic fruits and is free from any added colors or preservatives.

Current News about the brand

  • Dabur India Ltd has unveiled its venture into the mosquito liquid vaporizer category with the introduction of Odomos Universal Mosquito Liquid Vaporizer. It will be accessible in both electronic mosquito repellent machines and mosquito repellent refills designed to fit all standard machines.
  • In a significant step towards gender equality in workplaces, Dabur India Limited has established an all-women production line at its largest-ever greenfield plant near Indore. This pioneering initiative involves a team of 20 women exclusively engaged in producing Dabur’s Vatika Hair Oils—a product range proudly crafted ‘By Women, for Women’.
  • The Board of Directors of Dabur India Limited has greenlit an investment of Rs 135 Crore to establish a new manufacturing facility in South India. This upcoming unit is poised to produce a variety of Dabur’s Ayurvedic Healthcare, Personal Care, and Home Care products, including Dabur Honey, Dabur Red Paste, and Odonil air fresheners.

Buyer Persona

Buyer’s Persona

Name:

Sabana Yashmin

Place:

Tamilnadu

Age:

22 years

Profession:

Graduate

Motivation

  • Ayurvedic tradition
  • Natural and Quality Products
  • Health and wellness

Interest & Hobbies

  • Cycling
  • Shopping
  • Reading blogs
  • Listening to music/podcast
  • Learning new skills

Pain Points

  • Changing consumer preferences
  • Digital transformation
  • Consumer awareness
  • Product imitation
  • Competition in the market

Social Media Presence

  • Instagram
  • Facebook
  • Pinterest
  • Youtube
  • LinkedIn
  • Whatsapp

Marketing Strategy 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 launched its community-based initiative called “My 10 Kg Plastic” in Jammu city on 6th September 2023. It serves as a form of promotion, fostering consumer engagement and stronger emotional connections. This aligns with Dabur’s CSR efforts and positions the brand as socially conscious in the market.

In August 2023, Dabur Lal Tail’s new ad for Independence Day speaks about building a stronger India and celebrating a mother’s love through generations. This ad revolve­s around the heartwarming tale of a young mothe­r who embraces the use­ of Dabur Lal Tail for her child’s well-being. The ad beautifully illustrates a flashback to when the mother herself was just a child, and how her own mother utilised the same oil for her soothing massages.

In October 2023, Dabur Fem embraced the essence of modern love through its latest campaign, #GlowOfLove. The campaign depicts a contemporary live-in couple who, in a twist of tradition, decide to observe Karwa Chauth without informing each other, uncertain of their partner’s reaction. Through this narrative, the campaign celebrates the enduring beauty of age-old traditions and the resilience of love in adapting to our ever-changing world.

Dabur’s marketing strategy aims to continue its brand image by providing a variety of products and using print media and sales promotion to reach out to its customers.

Digital Marketing Strategy 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 its marketing efforts to a newer medium.

Dabur is leveraging the digital revolution by adopting a robust e-commerce and digital marketing strategy to capitalize on the expanding market of millennials and Gen Z. To engage with the younger demographic, the company runs targeted campaigns across diverse digital platforms and ensures seamless availability of products through enhanced e-commerce and online marketplaces.

The rationale for such a shift in Dabur’s marketing strategy comes from the acknowledgment 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 promotion. Dabur has been increasing its digital spending 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.

Dabur instagram page for social media marketing - Dabur
Another aspect that Dabur wishes to capitalize on is the e-commerce store trend. These e-commerce stores have shown their efficiency and effectiveness in the Indian market. Dabur pushes its products through multiple e-commerce stores and targets fitness-conscious millennials as a part of its digital strategy.

Dabur website with the list of all its products - Dabur

The brand directly boosts sales through e-commerce platforms like Amazon from its official website.

Dabur shopping site - Dabur

They also have a separate e-commerce website, “https://www.daburshop.com/” where they sell their products directly to the consumers.

Marketing and Advertising campaigns of Dabur

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.

Dabur Marketing Strategy and SWOT Analysis - Dabur Advertisements Strategy

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.

Featuring Deepika Padukone for Dabur Amla Hair Oil - Dabur

In recent Dabur Amla hair oil ads, Dabur featured Deepika Padukone for the product’s promotion where she shops with a friend, choosing Dabur Amla and saying that as the original. She highlights its benefits, like vitamin C, antioxidants, and omega-3, for stronger, healthier hair.

Celebrity endorsements have helped Vatika reach a wider audience and attract new customers. Many of their television advertisements feature Kareena Kapoor Khan and Samantha Ruth Prabhu which is likely to have been an advantage for the brand in terms of increasing visibility and credibility in the market.

Top 5 Competitors of Dabur

  • Hindustan Unilever Limited (HUL) was established in 1933 and has been a part of India’s consumer goods market for more than 90 years. They offer products in domestic care, personal care, meals, and liquid. Brands like Surf Excel, Vaseline, Dove, Lipton, and many others come under HUL, which Indian families rely on for its quality and convenience.
  • Emami was founded in 1974. It is a well-established company, celebrated for its variety of personal care and healthcare products. Their portfolio includes popular brands like Navratna, Boroplus, Fair and Handsome, and Zandu, offering a variety of skincare, wellness, and grooming solutions. 
  • Patanjali Ayurved Limite­d was established in 2006 by Ramdev and Balkrishna. Their core focus revolves around traditional Indian Ayurve­dic principles, with a strong emphasis on incorporating natural ingredie­nts such as herbs and spices into their products. They utilize natural re­medies for personal care and overall health enhance­ment.
  • Himalaya Herbals is a popular brand, established in 1930. It is renowned for its commitme­nt to Ayurveda and offers a range of natural and herbal products including skincare, haircare­, and wellness. Their face wash and soap are more popular than others.
  • Marico is a le­ading company in health, beauty, and wellne­ss products and has a presence in over 25 countries in Asia and Africa. It was established by Harsh Mariwala in 1990 and has gained recognition for nurturing top brands across hair and skin care, cooking oils, immunity-boosting foods, male grooming, and fabric care.

Example of failed campaigns

Fem Bleach Ad Controversy: 

Issue: The advertisement for Dabur’s Fem Creme bleach shows two ladies celebrating their first Karva Chauth. The commercial drew mixed reactions: whilst many people praised it for its inclusivity, there have been a few who objected to Hindu festivals being misused. 

Backlash: Madhya Pradesh Home Minister Narottam Mishra said he had directed the Directed General of Police (DGP) to ask the company to withdraw the advertisement. He also told the reporters that he considered this as a serious matter because the clippings were made on the rituals of Hindu festivals. The ad showed lesbians celebrating the fest by seeing through the sieve was objectionable and hurt religious sentiments.

Brand Response: The advert sparked outrage and discussions approximately LGBTQ+ representation and sensitivity in advertising and marketing. Dabur took down the Fem Bleach ad after the controversy and MP Minister’s warning, spotting the need for extra accountable advertising and marketing.

Digital Marketing Academic Challenge 2024 - DMAC

Conclusion

Dabur India’s brand portfolio now has 23 brands, each with sales higher than Rs 100 crore. In the last year, they added five new brands. Their juice brand, Real, achieved remarkable growth, with revenues surpassing Rs 1,600 crore and a target to reach Rs 2,000 crore soon. Dabur plans to spend more money on ads and promotions amid softening commodity prices, which would help them make more profit in the fiscal year 2024.

Dabur has primarily faced the challenge of rigid competition and because of its brand name and high-quality product, customers believe that Dabur provides 100 percent natural products, it has always overcome the issue. The social factors that influenced the clients’ emotions were targeted by Dabur. The desire to change ahead of others and to always set new standards in corporate governance & creativity is what separates Dabur from others.

Thank you for reading this case study. If you like this please comment below and let us know your views and if you want to connect with us please comment down your email id, and we will try to reach out to you. If you want to have a look at the case study of the Asos brand, here you go.

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Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]

7 Comments

  1. Uptoword

    Interesting blog post. I like the SWOT analysis.

    Reply
  2. IMOFORPC

    Great, interesting case study on Dabur’s marketing strategy! It’s impressive to see how they’ve been able to effectively target a diverse range of customers through their marketing campaigns. Their focus on digital marketing and influencer partnerships is particularly noteworthy, given the growing importance of social media in consumer decision-making.

    Reply
  3. Rushma Shakya

    That was a great insight on Dabur! Please write on the marketing mix of Nestle next!

    Reply
  4. Kritika KC

    It’s amazing to learn how Dabur had to go through these failures. It helped me understand there are fluctuations in the rate of success. Very Inspiring.

    Reply
  5. Prachi Balgi

    Dabur’s marketing strategy is keeping up with the current trends. Best way to target a vast audience. Great SWOT analysis.

    Reply
  6. Prachi Balgi

    Dabur’s marketing strategy is keeping up with the latest trends. Great way to target a vast audience. Helpful SWOT analysis.

    Reply
  7. Shri Chyawan Ayurved

    This blog is a marketing masterclass! Through an in-depth case study, it brilliantly dissects the marketing strategy of Dabur, offering invaluable insights for marketers and enthusiasts alike. Kudos to the author for providing such comprehensive and illuminating analysis!

    Reply

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