In our last post, we learned about the marketing strategy of Piramal Enterprises. Here, we are going to summarise the marketing strategy of Dr Vaidya – as India’s one of the leading brands in Ayurveda.
The goal is to assist you in understanding the transformation of a Travelling Vaid i.e Doctor to establish in the Ayurveda through an E-Commerce Market System. Marketing is an integral aspect of a company’s makeover that may make or break its success. As users all around the world migrate to the digital environment, marketing has followed suit.
So, if you are interested in new-age digital marketing, then you should definitely check out IIDE’s Free MasterClass on Digital Marketing 101 by the CEO and Founder, Karan Shah of IIDE.
This blog will go into the marketing strategy of Dr Vaidya in detail. Let’s start by learning about the company’s history, target audience, and digital presence before we delve into the marketing strategy of Dr Vaidya.
About Dr Vaidya
Dr Vaidya’s new era in Ayurveda with the expertise of over 150 years. The goods of this brand have become popular because of the company’s 150-year family tradition and a 5,000 – year – old science to current customers.
The formulas and knowledge have been passed down from generation to generation via the committed practice of treating thousands of patients and by creating unique mixes through painstaking skill since the company’s experience spans 150 years of Ayurvedic legacy.
Mr Arjun Vaidya and Sheetal Vaidya are the founders & co-founders of the company. The company was established in 2016 in Mumbai.
Recently, the brand was featured in the Forbes 30 Under 30 Asia List and Business World 40 U 40 list. Not only that, but they have also won the Amazon Youth SMB of the Year and RAI Retail Startup of the Year Awards.
For your knowledge, here is the past financial status of Dr Vaidya for the last three financial years shown below:
Here, in 2017-18, the revenue was Rs. 87 Lakhs. In the next financial year 2018-19, the revenue was generated around Rs 2.04 Crore. After that in 2019-20, the company’s revenue clocked over Rs 16.33 Crore.
| CEO | Arjun Vaidya |
|---|---|
| CMO | Trisha Rajani Vaidya |
| Area Served | India & USA |
| Industry | Pharmaceuticals |
| Market Share/ Revenue | Revenue – INR 13.6 Crore |
| Vision | The company is focusing on establishing a targeted offline presence and expanding into international markets. |
| Tagline | “New Age Ayurved” |
Marketing Strategy of Dr Vaidya
Firstly, the audience gets more trust in the products & services of the brand since they are from many decades into the Ayurveda. Secondly, the brand is trying to attract the modern world audience since everyone is more & more likely to be fitness driven.
Segmentation, Targeting, Positioning
Segmentation – refers to dividing the total consumers into smaller groups. Here, the company played a huge role by dividing the needs of the consumer from their personal needs to their medicinal needs.
Targeting – refers to dividing the total consumer market into segments where companies focus on the targeted audience according to their needs, wants & demands. The brand has here focused purely on the well-being, health as well as fitness of the audience through their varied range of products with herbal ingredients into it.
Positioning – refers to the process of selecting a market from the entire market. Here, the company tries to attract the market with their expertise & knowledge to the customers also by calling it “New Age Ayurved”.
Marketing Campaigns
Since, during the pandemic, everybody was precise and more cautious about their health, fitness and immunity strength to tackle the Covid outbreak. So, to address this major problem the brand launched a variety of products in the name of MyPrash.
MyPrash for Daily Health is created in the same way as traditional ayurvedic Chyawanprash, but with less sugar. This product is created with 100% pure, hand-churned cow’s ghee and natural honey. With MyPrash for Daily Health, every family may now achieve complete immunity 24 hours a day, 7 days a week, in all seasons.
MyPrash for Post Delivery Care aids in postpartum recuperation, encourages breastfeeding, increases energy, aids in getting back into pre-pregnancy form, and increases calcium and haemoglobin levels in the body. It also aids in the development of long-term immunity, keeping you and your kid safe and healthy.
Also during the pandemic, the brand was more focused on engaging customers through their 1-on-1 offer of Buy 1 Get 1 FREE immunity booster capsules i.e IMUNO HERB to fight against Covid-19. Also, this product became their most Selling Product as soon as the product came into the Indian Market.
It’s IPL season, and Dr Vaidya has a collab with one of the best teams of IPL Lucknow SuperGiants who stay supercharged with strength and stamina to abide even the most challenging matches. Lucknow SuperGiants grow stronger with their authorised health partner Dr Vaidya every day. A natural mix of six powerful herbs to build muscles, enrich stamina, and get stronger without any side effects Lucknow Supergiants choose HerboBuild.
Social Media Marketing
Dr Vaidya can be found on every social media platform like Facebook, Instagram, YouTube, and LinkedIn.
The number of followers or subscribers on the company’s social media channel is listed below.
Facebook – 20,086 Followers
Instagram – 42.7K Followers
Youtube – 11.1K Subscribers
LinkedIn – 4,034 Followers
The company is most followed and active on Instagram with 42.7K Followers on it. Also, they are active on every platform.
Through Instagram and Facebook, they share new product launches, tips & tricks regarding healthcare, skincare, haircare, personal hygiene & many more.
Through Youtube, with 11.1K Subscribers on it, they managed to keep the audience busy with some important ayurvedic product details like how to use it & some of the benefits of the products. Also, they upload some video interviews of some well-known sports athletes and share some interactions with them regarding how they keep balance in their health & fitness life.
SEO Strategies
As per SEO ranking, it is said that the number of keywords – below 500 is bad, above 1000 is good, and 10,000+ is amazing. As we can see Dr Vaidya has 21,673 organic keywords and it’s considered as good. That means the digital marketing of Dr Vaidya is gaining a good number of insights.
There is no other option for SEO and Dr Vaidya employs it to the utmost degree possible. As we’ve seen, the majority of its traffic every month originates from internet searches. Dr Vaidya is responsible for 42.5% of organic traffic, with the remaining coming from sponsored marketing activities. This demonstrates Dr Vaidya is fuelled by a flawless SEO approach as well as a commitment to working hard enough to keep the brand above Google’s organic SERP rankings. If you want to learn more about SEO in-depth, check out our short term SEO course through which you can extensively learn SEO.
Influencer Marketing
There are many celebrities or sportspersons we can also say as influencers like Dr Vaidya
- Dr Priyanka Biswas (Chef)
- Rohit Roy (Actor)
- Aakash Chopra (Cricketer)
- Deepak Niwas Hooda (Captain of Indian Kabaddi Team)
- Delnaaz Irani (Actress)
- Lalit Upadhyay (Indian Hockey Player)
- Ashmit Patel (Actor)
- Apara Mehta (Actress)
Recently Kishwer Merchant Rai (TV Actress) also joined in the launch of a new product for new mothers as she gave birth to a new baby boy recently.
E-Commerce Strategies
Dr Vaidya also has a website where they sell its products through an online selling portal with a varied range of products in a categorised manner on the website. They are also selling their products through Amazon, Flipkart, Tata 1Mg, Netmeds, PharmEasy, Nykaa, etc.
Mobile Application
Dr Vaidya also has an android application on Google Play Store named Dr Vaidya’s: New Age Ayurveda. Here also the same as how they work on their website by selling their products, publishing some important blogs, etc. There is also a Super Sunday Offer where you can get Rs.50 Cashback on the billing amount of Rs.399 & above via Paytm Wallet through their website online selling portal as well as on their mobile app.
Content Marketing Strategies
Dr Vaidya shares some important blogs that also cover every topic of every aspect of health, wellness & fitness. Examples:- Allergy & Respiratory Care, Ayurvedic Ingredients, Bodybuilding, COVID-19 Care, Cough & Cold, Diabetes Care, Digestion Care, Diseases & Illnesses & many more.
They also share some amazing must-watch content on YouTube regarding every aspect of diseases & illnesses and also how to maintain your fitness level. They are informative, motivating, knowledgeable and aspiring at the level.
This ends our elaborative marketing strategy of Dr Vaidya. Let us conclude our learning below from the marketing strategy of Dr Vaidya.
Conclusion – What’s Unique in Dr Vaidya’s Marketing?
In this modern world, Dr Vaidya’s has managed to gain & attract customers with their pure based ayurvedic natural products and also always making sure that they maintain their legacy from decade to decade.
The brand is unique in its ways by making such a product based in India and trying to expand to other countries so that every single customer around the world can gain & experience the knowledge of Ayurveda. Also by sharing throughout the world by calling it “NEW AGE AYURVED” since the field is rapidly digitising.
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We hope this blog on the marketing strategy of Dr Vaidya has given you a good insight into the company’s marketing strategies.
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