Submitted To: Submitted By: Their continuous support and valuable in hand experience provided me with the conceptual understanding and practical approach needed to work efficiently for this project. Project report is a critical component of the entire process. The present work is an effort to throw some light on “Marketing Segmentation. I sincerely thank all of them. „Dabur India Private Ltd. . for completion of my Project Report. Targeting and Positioning with special focus on Dabur India Pvt. supervision and help to me by number of people. I hope this report. Ltd. The work would not have been possible to come to the present shape without the able guidance. Again. and other staff members of Chitkara Institute of Engineering and Technology.Rajpura I convey my heartfelt affection to all those people who helped and supported me during the Course. With deep sense of gratitude I acknowledged the encouragement and guidance received by my subject guide Mrs Samridhi Singh.”.ACKNOWLEDGEMENT In pursuit of BBA program. reflecting my learning in the concept of Dabur Marketing and is as beneficial to the organization as it had been to me.‟ has given me the opportunity to gain invaluable experience under the guidance of my well experienced faculty of the college. Market Targeting 8.. Bibliography …………………………………………. Management 4. Dabur Group 3. Market Segmentation 7.CONTENTS OF PROJECT REPORT 1. Products 5. Market Positioning 9.xxxxxxxxxxx…………………………………… .. Company profile 2. Objective of the Study 6. Skin Care.COMPANY POFILE Dabur India Limited is a leading Indian consumer goods company with interests in Hair Care. we will: Focus on growing our core brands across categories. reaching out to new geographies. Health Care. From its humble beginnings in the by lanes of Calcutta way back in 1884 as an Ayurvedic medicines company. Oral Care. natural solutions by synthesizing our deep knowledge of ayurveda and herbs with modern science Provide our consumers with innovative products within easy reach Build a platform to enable Dabur to become a global ayurvedic leader Be a professionally managed employer of choice. within and outside India. VISION OF THE COMPANY "Dedicated to the health and well being of every household" STRATEGIC INTENT We intend to significantly accelerate profitable growth. we have been dedicated to providing nature-based solutions for a healthy and holistic lifestyle. and improve operational efficiencies by leveraging technology Be the preferred company to meet the health and personal grooming needs of our target consumers with safe. relative to our peer group. to our shareholders . For the past 125 years. And this legacy has helped us develop a bond of trust with our consumers. we touch the lives of all consumers. To do this. developing and retaining quality personnel Be responsible citizens with a commitment to environmental protection Provide superior returns. attracting. across all social boundaries. That guarantees you the best in all products carrying the Dabur name. Home Care and Foods. in all age groups. Through our comprehensive range of products. efficacious. Dabur India Ltd has come a long way today to become a leading consumer products manufacturer in India. sourcing. Dabur India Limited has set up subsidiary Group Companies across the world that can manage its businesses more efficiently. extracted from traditional plant sources . Over the years. America and Africa AA special herbal health care and personal care range successfully selling in markets ranging from the Middle East. Offices and representatives in Europe. manufactured under strict international quality benchmarks. Africa.Dabur Group With a basket including personal care. Dabur's overseas business has successfully transformed from being a small operation into a multi-location business spreading through the Middle East. Our Products Worldwide We have spread ourselves wide and deep to be close to our overseas consumers. to Europe. nature-based and holistic lifestyles and an interest in herbal products. Asian countries Export of food and textile grade natural gums. Our overseas product portfolio is tailor-made to suit the needs and aspirations of our growing consumer base in the international markets. Today. North Africa and Europe Inroads into several European and American markets that have good potential due to resurgence of the back-to-nature movement Export of Active Pharmaceutical Ingredients (APIs). Given the vast range of products. production and marketing have been divested to the group companies that conduct their operations independently: Dabur UK Dabur Nepal Dabur Egypt Newu Sundesh Dabur's mission of popularising a natural lifestyle transcends national boundaries. Far East. Latin America. North Africa. there is growing global awareness on alternative medicine. West Africa and South Asia. UK. marketing its products in more than 60 countries all over the world. Dabur has been in the forefront of popularising this alternative way of life. health care and food products. Anand Burman Vice-Chairman Mr. P. Narayan Mr. Vijay Mr. Pradip Burman Independent Directors Mr. Sunil Duggal Mr.D. Bert Paterson Mr. Analjit Singh Dr. S. Amit Burman Whole Time Directors Mr.MANAGEMENT Chief Executive Officer Sunil Duggal Chairman Dr. P. R C Bhargava Dr. Ajay Dua . N. Narang Mr. tangy digestive aid. appetite stimulant Hajmola candy .smooth joint functioning Nature Care Gymnema .Baby massage oil .maintaining psychosomatic equilibrium Nature Care Shilajit .instant relief from stomach disorders Dabur Balm .back pain reliever Baby Olive Oil .improves brain functions Nature Care Arjuna . joint pains Itch Care .regulating blood pressure.supports immunity & builds body resistance .liver protection Nature Care Triphla .digestive candy with a punch Pudin Hara/ Pudin Hara-G .useful for stomach ailments Sitopladi Churan .blood sugar regulator Nature Care Forskohlin .relief from ring worms Back Aid .PRODUCTS Health Care Product Chyawanprash .controls blood cholestrol Nature Care Gotu Kola .immunomodulator.helps maintain healthy liver functioning Nature Care Picrorrhiza . general tonic Nature Care Punarnava .cough syrup Rheumatil gel .immune stimulator.strengthens hepatic functionas and digestion Nature Care Kutkin and Silymarin .treats cough & cold Herbal Supplements Range Nature Care Isabgol .Useful for indigestion & loss of apetite Hingwastak Churan .Extra nourishing baby massage oil Lavan Bhaskar Churan .skin care.restorative Lal Tail .quick-action pain reliever Restora . blood purifier Nature Care Boswellia .supports liver metabolism Nature Care Shankha Pushpi .itch reliever Ring Ring .aids renal functioning Nature Care Guggulu .strengthening bones & muscles Honitus syrup .relief for arthritis. hypertension Nature Care new Livfit Vegecaps .health tonic.helps maintain proper cardiac functions Nature Care Phyllanthus .maintains smooth functioning of nervous system Nature Care Shatavari . immune stimulator Hajmola. internal cleanser Nature Care Ashwagandha / Stresscom .aiding bowel function Nature Care CleanNClear / GreNeem . analgesic action & fighting cavities Dabur Red Toothpowder .herbal combination for strong teeth & healthy gums Food Product Honey .pure fruit juices with no added sugar or preservatives Hommade Cooking Pastes .thick & grainy cooking pastes for the right flavor Coconut milk .easy-to-blend flavor of cardamoms Glucose D .fine flavor of 100% pure honey Real Fruit Juice .freshening and soothing the skin Gulabari (Premium Rose water) .refreshing daylong fragrance Natural Neem Soap .tangy.Delicious drink from garden fresh roses .non-sticky Ayurvedic Anti-septic cream Gulabari Face Pack .skin toner and refreshing fragrance Boroglow .natural recipe for younger looking glowing skin Vatika Fairness Face Pack enriched with the goodness of natural ingredients giving your skin radiant fairness Oral Care Product Dabur Neem Toothpaste .extra-refined supplement with Vitamin D & calcium Mustard Oil .fresh fruit juices reinforced with nutrients Real Activ .Skin Care Product Natural Sandalwood Soap .anti-bacterial & anti-inflammatory action Dabur Basil Toothpaste .natural lemon juice from fresh-picked lemons Cardamom Extract . removing plaque Dabur Clove Toothpaste .herbal combination for strong teeth & healthy gums Dabur Red Toothpaste .refresher.soft and supple skin Natural Beauty Soap .fine mustard oil from the best mustards Rose Syrup . extra-hot sauce from the best red peppers Lemoneez .thick first pressing extract of coconuts Capsico Red Pepper Sauce .deep cleansing and toning Natural Aloe Vera Soap . for strong hair with full body Dabur Amla Lite Hair Oil .for oily hair Dabur Vatika Gentle Cleansing Shampoo . amla and lemon Dabur Special Hair Oil .for dry hair Dabur Vatika Nourishing Cream Shampoo .for natural dandruff control Dabur Vatika Body & Bounce Shampoo .for normal hair .for Oily Hair Dabur Vatika Henna Conditioning Shampoo .for nourishment and lightness Dabur Vatika Hair Oil .pure coconut oil enriched with Vitamin E Dabur Shampoo Range Dabur Vatika Anti-dandruff Shampoo .for balanced and appropriate conditioning Dabur Vatika Nourishing Hair Conditioner .herbal oil for healthy & lustrous hair Dabur Jasmine Hair Oil .Hair Care Product Dabur Hair Oil Range Dabur Amla Hair Oil .with delicate natural fragrance of jasmines Dabur Anmol Coconut Oil .premium coconut hair oil enriched with henna. Market can be segmented using several bases A market/consumer population for a product can be segmented using several relevant bases. The major ones include: Geographic Demographics Socio-cultural Psychographic Buying Behavior Geographic Demographics Socio-Cultural Market Segmentation Buying Behavior Psycho-graphics . Dabur India's health and beauty retail subsidiary H&B stores has tied up with labs in Italy. Pudin Hara and many more. in overseas business Dabur is concentrating on the Continents which offering better Dealership and other homogeneous companies so to get better economies of scale as well as better efficiency.Geographic Segmentation Segmentation of consumer based on factors like climate zone. often segment the market segments the market by continents/country/region in the first instance. In Indian Market where Dabur has segmented market into Urban and Rural segment on the basis of different demand by the people of rural areas. Hajmola. Rural people concentrate on only Ayurvedic Health Care products like Chyawanprash. Example: Countries of Europe. district. constitutes geographic segmentation. region. Marketer. Itch Care. state. Dabur's Geographic Segmentation Overseas Business National Business Asia Pacific America Urban Segment Rural Segment Africa Europe Australia For further know how. Honitus syrup. continents/ country. the UK and Thailand for developing some of its private labels. who operate globally. Dabur Balm . and urban/rural area. . and then go for segmentation on other bases DABUR’S GEOGRAPHIC SEGMENTATION Dabur has segmented its market with respect to Geography in following way. Sitopladi Churan. Real Activ For Youth (14 years to 40 years): Natural Neem Soap.of the consumer demographic segmentation. Coconut milk Dabur has segmented its Product on the basis of GENDER Example For Men: Nature Care Punarnava. Dabur Jasmine Hair Oil. Dabur Vatika Body & Bounce Shampoo For Old (Age above 40 years): Nature Care Isabgol. Churan . Dabur Vatika Body & Bounce Shampoo . gender. family size. Dabur Red Toothpaste. For Middle and Lower Class: Health Care products are meant for Middle and Lower class people who spend their money on Health products like Hajmola. economic position/income/purchasing capacity level. DABUR’S DEMOGRAPHIC SEGMENTATION Dabur has segmented its Product on the basis of AGE Example For Kids (Age below 13 years): Lal Tail . Lemoneez For Women: Rose Syrup. Hajmola candy Baby Olive Oil Glucose D. Dabur Vatika Hair Oil . occupation. Nature Care Shankha Pushpi.Baby massage oil. age. Nature Care CleanNClear / GreNeem. Soap because they can spend more on the beauty products. religion. stage in family cycle. language. Pudin Hara etc . Rheumatil gel. marital status. Natural Sandalwood Soap Dabur has segmented its Product on the basis of PURCHASING CAPACITY Example For Upper Class: Nature Way Ayurvedic Products like Shampoos. Gulabari Face Pack Gulabari . community. and social status .Demographic segmentation Segmentation of consumer based on variables such as race. Psychographic segmentation Psychographic Segmentation groups customers according to their life-style and buying psychology. Culture includes religious.Socio-Cultural Factors Culture and social class are the two main bases of segmentation here. self-concept and value system. attitude. So Dabur came with a product Hajmola for digestion problem in India. DABUR’S SOCIO-CULTURAL SEGMENTATION EXAMPLE Dabur has segmented their product Hajmola. Many businesses offer products based on the attitudes. elements like life style. In psychographic segmentation. The influences of cultural and social factor are on consumer behavior. form the base. Culture: Culture influence consumer behavior. They adopt their common life style. caste. beliefs and emotions of their target market. because Indian Segment demands for it. enhanced appearance and more money are examples of psychographic variables. The desire for status. As in India people usually eat spicy food and which creates digestion problem. peer group. A given culture brings in its own unique pattern of social conduct. Dabur has concentrated on the people cautious for their Health and launch different Health Care Products for the same segment. traditional. A person usually acquires his cultural attributes right at his childhood. pattern of social behavior etc. . So products are segmented on the basis of social and cultural factor. language. Social group include family. As it is common in market that everyone wants to be more beautiful as comparative to other so they need beauty products for it. close colleges. They are the factors that influence your customers' purchasing decision. deeply. Chyawanprash as per the Culture of the people. DABUR’S PSYCHOGRAPHIC SEGMENTATION Dabur has segmented their product according to Life Style of the People living in the Particular Geographic segment. On the basis of society Dabur launches its Skin Care products. Oral Care Products as well as Hair Care Products because society and social being demands for it. Social Factor: Social group of varying types exert influenced on the consumer. Churan. Buying Behavior Segmentation Markets can be segmented on the basis of buyer behavior as well.Quality / economy / service / look etc of the product. Marketers often find practical benefit in using buying behavior as a separate segmentation base in addition to bases like geographic. Buyer prefers Dabur‟s Ayurvedic products because they found that these results in long term results (Usage) and also found in cheap rates (Economy) than other medicines. demographic and psychographic profiles. and their buying behavior. Since all Segmentation is in a way related to buyer behavior. Variables of buyer behavior are:Benefit sought: . demographics. DABUR’S BEHAVIOUR SEGMENTATION Dabur has found a different segment Ayurvedic Products. . they will be different in their motives in owing it and their behavior in buying it. one might be tempted to ask why buyer behavior-based segmentation should be a separate method. a psychographics. It is because there is some distinction between buyer‟s characteristics that are reflected by their geographic. It is also noted that in all Ayurvedic Companies as well as in FMCG companies Behaviour Segmentation is used to make and set the target Market. Dabur‟s research and Development team found that Consumer’s likes (Consumer Preference and Taste) are for the Ayurvedic products because of their no ill effects. The primary idea in buyer behavior segmentation is that different customer groups expect different benefits from the same product and accordingly. ” . Shampoos. which will be appropriate DABUR’S MARKETING TARGETING After Market segmentation done by Dabur on the basis of five different force such as Demographic. their needs. It also helps him to make the winning strategy and strike the right product offer and the right marketing mix. Juices.TARGETING Segmentation enables the marketers to choose his target market better. to fit the individual segment. buying motives and buying behavior. DABUR has also targeted Old People and culture of Indian Market with its different Ayurvedic oils. Medicines (Pudin Hara) and many more. he can obtain a deeper understanding of the customers in each segment. advertising massages and sales appeal. EXAMPLE DABUR has targeted its Women segment with its Beauty products like Nature way and Hair oils. DABUR with its Skin Care products targeted the Overseas Market because of deficiency of Hemoglobin capsules in the blood of British people and Western people. Psychographic and Behavioural Segments it has made 20 different segments of consumer and target their different variety of product on the basis of their taste. Geographic. he can select the priced. media vehicles. marketing offer and promotional appeal. Toothpastes etc. With the information generated from multi-level segmentation. So to cure and be safe from that they prefer Dabur‟s Ayurvedic Products. preferences. he can then tailor his product. Socio-Cultural. pills. “It should always be noted the due to change in External Environment and needs segments goes on changing. demands and choice and society. distribution method/channels. He can understand in what way each of the different segments want the product to be. So always revising of target Market should be done to achieve better results rather than sticking on same notes of targeting. need. In this strategy the product is positioned with a use or application approach. Dabur‟s Hajmola can be used to solve the problem of digestion and it can be used by any age of people without any precaution. The use or application approach. So Dabur Hajmola has made its position in the market because of its use and application. This concept of positioning is famous to be introducing in upper level community segment because they generally prefer to buy costly products by though in mind that they must have better and quick results over other products. The price-quality approach Dabur has used Price-Quality positioning approach by segregating its Nature Way product range by fixing high prices to show that these products are high in quality that‟s why fixed with high prices. Dabur has positioned its following range of Shampoos by showcasing the benefits of the different range of Shampoos by Dabur. The main approaches to positioning strategy are: Customer benefits approach. . Dabur Vatika Anti-dandruff Shampoo Dabur Vatika Body & Bounce Shampoo Dabur Vatika Henna Conditioning Shampoo Dabur Vatika Nourishing Hair Conditioner Dabur Vatika Gentle Cleansing Shampoo Dabur Vatika Nourishing Cream Shampoo for natural dandruff control for Oily Hair for balanced and appropriate conditioning for oily hair for dry hair for normal hair Dabur tells about the benefit of the different Shampoos for different Hair by not concentrating on Single Variety and cut and edge over the other Competitors.POSITIONING The main positioning strategy is to either developing or reinforcing a particular image for the brand in the mind of the customer. The expectations are that a model or a celebrity is likely to influence the product‟s image by reflecting their own image to it. the brand identifies and determines the target segment for which the product will be positioned. These brands are positioned following its competitor. The use of cultural symbol can help to differentiate the brand from competitors brands. This is an offensive strategy. For example:-Dabur Chyvanprash is positioned for all age groups The cultural symbol approach The positioning strategy is based on deeply entrenched cultural symbol. The product user approach. Many brand uses a model or a celebrity to position their product. Fortunately Dabur is the one company which is not using this offensive strategy of positioning while some other Ayurvedic products manufacturing companies using this approach over DABUR positioning. The competitor approach Many brands use competitor as a dominant plank in their campaign. In Dabur they use Herbs as their image symbol which shows that products are all Ayurvedic so can be trustfully used because it is related to Culture because they have used the cultural image for their product. . In this approach.