Marketing Strategy of Dabur Vatika Hair Oil

1. INTRODUCTION pic Dabur India special(a) is a leading Indian consumer reas aceds smart set with interests in tomentum cerebri do by, Oral fretting, Health Cargon, Skin fate, fundament Care and Foods. From its little beginnings in the bylanes of Calcutta way lynchpin in 1884 as an Ayurvedic medicines company, Dabur India Ltd has come a long way directly to live on a leading consumer convergences manu facturing air in India. For the past 125 years, we take on been dedicated to providing nature-establish solutions for a rose-cheeked and holistic life-style. Through our comprehensive b lowly of products, we touch the lives of solely consumers, in each(prenominal) age groups, crosswise every last(predicate) social boundaries.And this legacy has helped us develop a obligate of trust with our consumers. That guarantees you the best in all products carrying the Dabur name. 1. 1 Dabur India Ltd. Corporate Profile- Dabur India Ltd is bingle of Indias leading FMCG Com panies with Revenues of US$1 Billion ( e genuinelywhere Rs 5,000 Crore) &038 Market Capitalisation of US$4 Billion (Rs 20,000 Crore). mental synthesis on a legacy of intent and experience of all e genuinelywhere 127 years, Dabur is forthwith Indias most bank name and the valet de chambres largest Ayurvedic and indispens sufficient Health Care phoner.Dabur India is similarly a world leader in Ayurveda with a portfolio of everywhere 250 Herbal/Ayurvedic products. Daburs FMCG portfolio today includes five flagship marks with distinct fire disgrace identities &8212 Dabur as the master grass for immanent wellness upkeep products, Vatika for aid individual(prenominal) care, Hajmola for digestives, real for harvesting juices and beverages and Fem for fairness bleaches and spit out care products. Dabur today operates in pigment consumer products categories like whisker Care, Oral Care, Health Care, Skin Care, Home Care and Foods.The company has a wide distribu tion net exercise, covering over 2. 8 one thousand thousand retail bring outlets with a high penetration in both urban and campestral securities industrys. Daburs products in like manner cave in a long presence in the foreign commercializes and are today available in over 60 countries across the globe. Its specks are exceedingly popular in the philia tocopherol, SAARC countries, Africa, US, Europe and Russia. Daburs overseas revenue today accounts for over 30% of the add together turnover. The 125-year-old company, promoted by the Burman family, had started operations in 1884 as an Ayurvedic medicines company.From its humble beginnings in the bylanes of Calcutta, Dabur India Ltd has come a long way today to become one of the biggest Indian-owned consumer goods companies with the largest herb tea and earthy product portfolio in the world. Overall, Dabur has winnerfully transformed itself from universe a family-run condescension to become a master referly man olden enterprise. What sets Dabur apart from the force is its ability to change ahead of some otherwises and to always set new exemplifications in corporate governance &038 trigger. 1. 2. Dabur At-a-Glance Dabur India Limited has marked its presence with significant achievements and today commands a market leadership military position. Our story of success is based on dedication to nature, corporate and process hygiene, dynamic leadership and load to our partners and stakeholders. The results of our policies and initiatives chat for themselves. Leading consumer goods company in India with a turnover of Rs. 5,283 Crore (FY12),2 major strategic business units (SBU) Consumer Care melody and International Business course of study (IBD),2 adjuvant Group companies Dabur International and NewU and several(prenominal)(prenominal) step down subsidiaries Dabur Nepal Pvt Ltd (Nepal), Dabur Egypt Ltd (Egypt), Asian Consumer Care (Bangladesh), Asian Consumer Care (Pakistan), Afric an Consumer Care (Nigeria), Naturelle LLC (Ras Al Khaimah-UAE), Weikfield International (UAE) and Jaquline Inc. (USA). 7 ultra- young manufacturing units spread around the globe crops marketed in over 60 countries. ample and deep market penetration with50 C agents, much than than d0 distributors and over 1. 3 Million retail outlets all over India Consumer Care Business addresses consumer ineluctably across the entire FMCG spectrum with four distinct business portfolios of Personal Care, Health Care, Home Care. 1. 4 Master fall guys Dabur Ayurvedic healthcare products Vatika Premium bullcloth care Hajmola Tasty digestives Real Fruit juices &038 beverages Fem faithfulness bleaches &038 skin care products 12 Billion-Rupee firebrands Dabur Amla, Dabur Chyawanprash, Vatika, Real, Dabur ruby-red Toothpaste, Dabur Lal Dant Manjan, Babool, Hajmola, Dabur dearest, Glucose, Fem and Odonil. Strategic arrangement of Honey as food product, leading to market lea dership (over 75%) in branded honey market. Dabur Chyawanprash the largest selling Ayurvedic medicine with over 65% market divide.Vatika has been the fastest growing blur care brand in the Middle East. Hajmola tablets in command with 60% market share of digestive tablets sept. round 2. 5 crore Hajmola tablets are consumed in India every day. Leader in herbal digestives with 90% market share . Consumer Health Division (CHD) offers a clench of ramifyical Ayurvedic medicinesand Ayurvedic OTC products that deliver the age-old usefulnesss of Ayurveda in early daysful ready-to-use formats Has more than than 300 products sold with prescriptions as healthy as over the counter.Division in like manner works for advance of Ayurveda through organised community of traditionalistic practitioners and developing fresh batches of students. International Business Division (IBD) caters to the health and in-person care ineluctably of customers across different transnational markets, spanning Nepal, Bangladesh, the Middle East, conglutination &038 West Africa, EU and the USwith its brands Dabur &038 Vatika 1. Core Values Vision- Dedicated to the health and well being of every kin Principles-Ownership-This is our company. We accept personal responsibility, and responsibility to meet business commands. Passion for winning-We all are leaders in our area of responsibility, with a deep commitment to deliver results. We are stubborn to be the best at doing what matters most. People outgrowth-People are our most consequential asset. We add prise through result driven training, and we encourage &038 reinforcement excellence. Consumer Focus-We beget lord at a lower placestanding of consumer needs and develop products to fulfill them better. police squad Work-We work together on the principle of mutual trust &038 hydrof anoint in a boundary-less arranging. We are intellectually honest in advocating proposals, including recognizing risks. Innovation-Continuous innovation in products &038 processes is the basis of our success. Integrity-We are committed to the achievement of business success with integrity. We are honest with consumers, with business partners and with each other. 1. 1. 6 Strategic Intent-We think of to significantly accelerate pull aheadable offset. To do this, we book Focus on growing our core brands across categories, reaching out to new geographies, at heart and outside India, and alter operational efficiencies by leveraging applied science. Be the favorite(a) company to meet the health and personal grooming needs of our target area consumers with safe, efficacious, natural solutions by synthesizing our deep friendship of ayurveda and herbs with modern science. Provide our consumers with modern products within faint reach. Build a broadcast to enable Dabur to become a global Ayurvedic leader. Be a professionally managed employer of choice, attracting, developing and retaining prize personnel. Be responsible citizens with a commitment to environsal protection. Provide superior returns, relative to our peer group, to our shareholders 7. fraternity History pic 1884 Birth of Dabur 1896 Setting up a manufacturing plant Early 1900s Ayurvedic medicines 1919 Establishment of research laboratories 1920 Expands further 1936 Dabur India (Dr. S. K. Burman) Pvt. Ltd. 1972 stir to Delhi 1979 Sahibabad factory / Dabur Research &038 Development tenderness (DRDC) 1986 Public Limited attach to 1992 Joint venture with Agrolimen of Spain 1993 Cancer sermon 1994 Public issues 1995 Joint Ventures 1996 3 separate divisions 1997 Foods Division / Project STARS 1998 Professionals to manage the Company 2000 employee turnover of Rs. ,000 crores 2003 Dabur demerges pharmaceutical company Business 2005 Dabur acquires Balsara 2005 Dabur announces Bonus later 12 years 2006 Dabur crosses $2 store market Cap, adopts US GAAP 2006 Approves FCCB/GDR/ADR up to $200 million 2007 Celebrating 10 years of Real 2007 Foray into organised retail 2007 Dabur Foods Merged With Dabur India 2008 Acquires Fem Care Pharma 2009 Dabur Red Toothpaste joins Billion Rupee Brand club 2010 Dabur makes its branch overseas acquisition 2011 Dabur enters professional skin care market 2011 Dabur India acquires 30-Plus from Ajanta Pharma 2012 Dabur crosses Billion-Dollar Turnover Mark 1. 8 Founder and Leaders Founding Thoughts What is that life worth(predicate) which cannot bring comfort to others The doorstep Daktar The story of Dabur began with a atomic, but ethereal endeavour by Dr. S. K. Burman, a physician tucked away in Bengal. His mission was to provide effective and affordable cure for ordina ry quite a little in far-flung villages. With missionary zeal and fervour, Dr. Burman undertook the task of preparing natural cures for the cause of death diseases of those days, like cholera, malaria and plague.Soon the news of his medicines traveled, and he came to be known as the believe Daktar or Doctor who came up with effective cures. And that is how his venture Dabur got its name derived from the Devanagri interpretation of Daktar Burman. Dr. Burman set up Dabur in 1884 to produce and dispense Ayurvedic medicines. Reaching out to a wide mass of concourse who had no access to beseeming treatment. Dr. S. K. Burmans commitment and ceaseless efforts resulted in the company growing from a starting motor medicine manufacturer in a microscopic Calcutta house, to a household name that at once evokes trust and reliability. 1. 9. Milestones- Dabur India Ltd. made its beginnings with a small pharmacy, but has continued to learn and grow to a commanding status in the indu stry.The Company has come a long way in popularizing and making easily available a whole range of products based on the traditional science of Ayurveda. And Dabur has set very high standards in developing products and processes that meet stringent quality norms. As it grows even further, Dabur will continue to mark up on major milestones along the way, backcloth the road for others to follow Milestones To Success. 1. 10. Company Details Dabur Group With a basketball hoop including personal care, health care and food products, Dabur India Limited has set up subsidiary Group Companies across the world that can manage its businesses more in force(p)ly.Given the vast range of products, sourcing, toil and merchandising have been divested to the group companies that pay their operations independently picpicpicpic picpic Dabur Worldwide pic Daburs mission of popularizing a natural lifestyle transcends national boundaries. Today, there is growing global awareness on election me dicine, nature-based and holistic lifestyles and an interest in herbal products. Dabur has been in the forefront of popularizing this alternate(a) way of life, marketing its products in more than 60 countries all over the world.Over the years, Daburs overseas business has sure-firely transformed from being a small operation into a multi-location business spreading through the Middle East, northward Africa, West Africa and South Asia. Our Products Worldwide- We have spread ourselves wide and deep to be close to our overseas consumers. Our overseas product portfolio is tailor-made to suit the needs and aspirations of our growing consumer base in the world(prenominal) markets. Offices and representatives in Europe, UK, America and Africa . A special herbal health care and personal care range successfully selling in markets ranging from the Middle East, Far East, northerly Africa and Europe.Inroads into several European and American markets that have good authorisation due to revival of the back-to-nature movement. Export of Active Pharmaceutical Ingredients (APIs), manufactured under strict international quality benchmarks, to Europe, Latin America, Africa, and other Asian countries. Export of food and cloth grade natural gums, unneededcted from traditional plant sources. Partnerships &038 Production- Strategic partnerships with leading transnational food and health care companies to introduce innovations in products and services. Six modern manufacturing facilities spread across South Asia, Middle East and Africa to optimise production by utilising local resources and the most modern technology available. 1. 11.Manufacturing Facilities in India- pic 1. 12 CEO OF DABUR- pic Mr.Sunil Duggal took over as the Chief Executive Officer of Dabur India Limited in June 2002, holding reins of the organization he fall in in 1995. Mr Duggal started his public life as a management trainee in Wimco Limited in 1981 after getting h is Engineering Degree (Electrical &038 Electronics) from BITS, Pilani, and Business Management from IIM, Calcutta. His stint at Wimco continued till 1994, with a break in between when he joined Bennett Coleman &038 Co. Ltd for a short period. In 1994, he moved to Pepsi Foods as GM, gross sales Operation.In 1995, he joined the Dabur family as General Manager (gross revenue &038 merchandising) of the Family Products Division with products like Dabur Amla, Lal Dant Manjan and Vatika in his portfolio. This Division spearheaded the spectacular growth recorded by Dabur in this period. Vatika was also launched during this period and is now the Companys second biggest brand. With his dynamic spirit and leadership abilities, he soon became Vice-President and SBU-Head of the Family Products Division. In July 2000 Mr. Duggal was appointed Director Sales and Marketing of Dabur India Limited. And in 2002, he became the CEO of the Company a professional with valuable experience to ste er the company ahead in its growth plans. Spanning a career of over 20 years, Mr.Sunil Duggal has travelled widely across India and handled diverse portfolios that have helped him check the dynamics of FMCG businesses and market trends. He is well versed in the intricacies of Indias regional diversities and consumer needs. Mr. Duggal lives in Delhi with his wife and one child. Whenever he gets a break from his official responsibilities, Mr. Duggal likes to spend time at kinsfolk with his family and an occasional round of golf. 1. 13. Corporate Governance- Good corporate governance and transparency in actions of the management is a key to a strong bond of trust with the Companys stakeholders. Dabur understands the importance of good governance and has incessantly avoided an arbitrary decision-making process.Our initiatives towards this end include -Professionalization of the board Lean and active display panel (reduced from 16 to 10 members) Less number of promoters o n the Board more than professionals and independent Directors for better management Governed through Board committees for Audit, Remuneration, Shareholder Grievances, allowance and NominationsMeets all Corporate Governance Code requirements of SEBI 1. 14. Corporate Citizenship- When our Founder Dr. S. K. Burman first established Dabur, he had a vision that saw beyond the profit motive. In his words, What is that life worth which cannot bring comfort to others? This ideal of a humane and equitable society led to initiatives interpreted to give back almost part of what Dabur has gained from the community.Our major initiatives in the Social sector include Establishment of the Sustainable Development Society, or Sundesh, in 1993 a non-profit organization to promote research and welfare activities in country-bred areas Promoting health and hygiene amongst the underprivileged through the Chunni Lal Medical cuss and Organizing the Plant for Life plan for schoolchildren to create surroundingsal awareness amongst young minds. Our commitment to Environment- Ancient learning of preservation- From times immemorial, Indian sages and men of wisdom have understood and comprehended the range of nature and its conservation. Our ancestors recognized that if we grabbed from nature beyond what was healthy, it would lead to all round degradation, and even the extinction of humanity. That is why nature was sanctified and idolize in the form of gods and goddesses. 1. 15 Dabur upholds the tradition Today, we at Dabur also take to be natures bounty. Without the fruits of nature, the vision of Dabur would never have been fulfilled. And that is the reason for our unfailing commitment to bionomic conservation and regeneration.We would like to follow the principles of our ancient texts, which say Dehi me dadami te you give me, and I give you. 1. 16 Back to Nature Rare herbs and medicative plants are our most valuable res ource, from which all our products are derived.Due to overexploitation of these resources and unsustainable practices, these plants and herbs are fast reaching the point of extinction. In view of this critical situation, Dabur has initiated some significant programmes for ecological regeneration and protection of endangered plant species. 1. 17 Plants for Life We have set up the Plants for Life project in the mountainous regions of the Himalayas.Under the project, a high-tech greenhouse facility has been set up for developing saplings of rare and endangered medicinal plants. Fully computer-controlled and monitored, this greenhouse maintains the super critical environmental parameters required for their survival. We are also developing quality saplings of more than 20 herbs, 8 of them endangered, through micro propagation. In addition, transmit nurseries spread across mountain villages and contract cultivation of medicinal herbs helps in maintaining the ecologic al balance. These measures have also helped provide local cultivators the scientific knowledge for harvesting herbs and a steady source of income.So that they are not pressure to exploit the environment to earn a livelihood. 1. 18 Living a Green Heri slatee These are significant steps that can chip in to a better world for coming generations. To whom we would like to bequeath a world not bereft of nature. But full of flowering and fruit bearing trees, animals, birds and humans living in good health and acquit harmony. IT Initiatives At Dabur India Limited, knowledge and technology are key resources which have helped the Company achieve higher levels of excellence and efficiency. Towards this overall goal of technology-driven effect, Dabur is utilizing Information engine room in a big way. This will help in combine a vast distribution system spread all over India and across the world. It will also cut down costs and join on profitability. Our major IT Initiat ives-Migration from Baan and Mfg ERP Systems to centimeimeralized peter out ERP system from 1st April 2006 for all business units. Implementation of a country wide new WAN root word for running centralized ERP system. Setting up of new Data Centre at KCO Head Office. Extension of Reach System to distributors for capturing Secondary Sales Data. Roll out of IT services to new plants and CFAs. Future Challenges-Forward Integration of SAP with Distributors and Stockists. Backward Integration of SAP with Suppliers. Implementation of new POS system at Stockist point and integration with SAP-ERP. Implementation of SAP HR and payroll. SAP Roll-out to DNPL and other new businesses. 1. 20 Sustainability Report- At Dabur, environment and nature is the lifeline of our business.With a portfolio of Ayurveda and nature-based products, conservation of nature &038 natural resources is deep rooted in our organisational DNA, and in every aspect of our ever-growing business. We, at Dab ur, have not still incorporated the concept of sustainability into the core of our business but have, in fact, spread out it to encompass our aspirations and responsibilities to the society and to the environment. It is this concept that inspires us to optimize our business performance to tackle the new and growing challenges of environment and technology. It is a concept on which we aspire to build an organization that will continue to increase value for all our stakeholders for generations to come, hrough intensive focus on Conservation of Energy and applied science Absorption, along with Health, Safety and Environment Protection. 1. 21. Conservation of Energy- Dabur has been undertaking a horde of heartiness conservation measures. Successful implementation of mixed energy conservation projects have resulted in a 13. 8% reduction in the Companys energy bill in the 2008-09 fiscal alone. What was noteworthy was the fact that this reduction has come despite an 8-9% vol ume increase in manufacturing, and an comely 11. 7% increase in cost of key input fuels .The emcee of measures key among them being use of bio-fuels in boilers, generation of biogas and installation of energy efficient equipment helped lower the cost of production, besides reduce effluent and improve hygiene conditions &038 productivity. pic 1. 22. Technology Absorption Dabur has also made continuous efforts towards technology absorption and innovation, which have contributed towards preserving natural resources. These efforts include Minimum use of piddle in process by pre-concentration of herbal extract and reduction in concentration time.Uniform heating in VTDs by hot pissing as against steam earlier, resulting in 30% reduction in bulk wastage by using non-stick coating and formulation change. Improvement in water treatment plant through introduction of RO (Reverse Osmosis) system for DM water, reutilization of waste water from pump seal cooling and RO reject waste -water management. Introduction of water efficient CIP system with recycling of water in fruit juice manufacturing. Development of in-house technology to convert fruit waste into organic manure by using the culture Lactobacilus burchi. The Company has achieved a host of significant benefits in terms of product improvement, cost reduction, product development, import substitution, cleaner environment and waste disposal, amongst others. 1. 23. Health Safety &038 Environmental Review Renewing the commitment to Health Safety and Environment, Dabur has formulated a policy focusing on People, Technology and Facilities. A dedicated Safety Management Team has also been put in place to work towards the prevention of untoward incidents at the corporate and unit level, besides educate &038 motivate employees on various aspects of Health, Safety and Environment. The Company is also continuously monitoring its waste in adherence with the pollution control norms.In pursuance of its commi tment towards the society, efforts have also been initiated to conserve and maintain the ground water level. The efforts include implementation of rainwater harvesting, which has delivered encouraging results and has put the company on the path to becoming a Water-Positive Corporation. Dabur also initiated a Carbon Foot Print Study at the unit level with an aim to become a carbon imperative Company in years to come. At Dabur, we are committed to sustainable development throughout our diverse operations. And, we will strive to translate the good intentions into concrete and lasting results, contributing to the ultimate good of the society. 1. 24. PRODUCT flexure Foods Real Real Activ Hommade skunkeez Capsico Health Care ? Baby Care Dabur Lal back end Dabur Baby Olive Oil Dabur Janma Ghunti ? Health Supplements Dabur Chyawanprash Dabur Glucose D ? Digestives Hajmola Yumstick Hajmola Mast Masala Anardana Hajmola Hajmola candy Fun2 Hajmola Ca ndy Pudin Hara (Liquid and Pearls) Pudin Hara G Dabur Hingoli ? subjective Cures Shilajit Gold Nature Care Sat Isabgol Shilajit vibrancy Ring Itch Care Backaid Shankha Pushpi Dabur Balm Sarbyna Strong Personal Care ? vibrissa Care Oil Amla fuzz Oil Amla Lite Hair Oil Vatika Hair Oil Anmol Sarson Amla ? Hair Care Shampoo Anmol slick Black Shampoo Vatika Henna Conditioning Shampoo Vatika AntiDandruff Shampoo Anmol Natural Shine Shampoo Oral Care Dabur Red Gel Dabur Red Toothpaste Babool Toothpaste Dabur Lal Dant Manjan Dabur Binaca Toothbrush Skin Care Gulabari Vatika Fairness Face Pack Ayurvedic Specialties Ayurveda Ayurveda Vikas 1. 25 Rural and urban potential Rural-urban profile OVERVIEW OF FMCG SECTOR IN INDIA- The Indian FMCG sector is the fourth largest sector in the economy with a total market size in excess of US$ 13. 1 billion. It has a strong MNC presence and is characterized by a well-established distribution network, intense disputation b etween the organized and unorganized incisions and low operational cost. Availability of key raw materials, cheaper labour costs and presence across the entire value chain gives India a competitive advantage. The FMCG market is set to treble from US$ 14. billion in 2008 to US$ 33. 4 billion in 2015. perceptivity level as well as per capita consumption in most product categories like jams, toothpaste, skin care, hair wash etc in India is low indicating the untapped market potential. Burgeoning Indian cosmos, particularly the middle class and the uncouth particles, presents an opportunity to makers of branded products to convert consumers to branded products. Growth is also likely to come from consumer upgrading in the matured product categories. With 200 million people pass judgment to shift to processed and packaged food by 2010, India needs around US$ 28 billion of investment in the food- touch on industry.India is one of the largest emerging markets, with a world of over one billion. India is middle class base of 300 million. Around 70 per cent of the total households in India (188 million) reside in the rural areas. The total number of rural households is anticipate to rise from cxlv million in 2007 one of the largest economies in the world in terms of purchasing power and has a strong -08 to 153 million in 2009-10. This presents the largest potential market in the world. The annual size of the rural FMCG market was estimated at around US$ 14. 5 billion in 2007-08. With growing incomes at both the rural and the urban level, the market potential is expected to expand further. Urban Rural Population 2007-08 (mn household) 53 145 Population 2009-10 (mn household) 69 153 % Distribution (2007-08) 28 72 Market (Towns/Villages) 3,768 627,000 instauration of Outlets (mn) 1 3. 3 Source Statistical Outline of India (2008-09), NCAERAn average Indian spends around 40 per cent of his income on grocery and 8 per cent on personal care products. The l arge share of fast wretched consumer goods (FMCG) in total individual spending along with the large population base is another factor that makes India one of the largest FMCG markets. pic 1. 26 Product Profile- Overview of VATIKA The Vatika brand was launched in 1995 with Vatika Hair Oil as its first product. In the very first year of its launch it crossed Rs. c million in turnover. Over the years, Vatika has come to be amongst the companys highest selling brands. It was joined in 1997 by Vatika Henna Cream Conditioning Shampoo and later, in 2000, by Vatika Anti-Dandruff Shampoo.In 2003, brand sales crossed Rs. 1,000 million. From the companys prospect, Vatika is expected to continue to drive its growth in the years to come. With its modernistic offerings, the brand aims to become a frontrunner in the market for hair care and skin care products. Vatika is a comparatively young brand but is already acknowledged for the qualitatively influential and pioneering role that it has pla yed in the growth of the categories it has had a presence in. Currently, the total annual sales of Vatika products are over Rs. 1,000 million. Of this, Vatika Hair Oil enjoys a 6. 4% market share in the coconut hair oil house (Source ACNielsen ORG-MARG, 2007).Vatika has not just been successful in garnering a amplitude image but, today, stands as the preferred and trusted brand of 11. 1 million users (Source IRS Household Data). STP Analysis of Vatika hair oil Segmentation vatika Hair Oil was launched at an almost century% bounteousness to the market leader. This meant that the segment of the market that dabur wanted to cater to was the premium segment which valued nourishment of the hair above the price and it essay to attend to that segment which was not price sensitive. Targeting This was in line with its proffer and overall brand strategy of a premium up-market product targeted for individual needs as opposed to the collectivist culture of the home. It targeted the high-i ncome urban category of hair oil users.Since the product was expensive it could mainly cater to the urban market as opposed to the rural market where consumers are highly price sensitive. Being positioned as having amla, henna and lemon extracts, the product was targeted towards the young, contemporary, educated, multi-faceted, achievement-driven and confident women who were positioned as the Vatika Woman. Positioning Total hair Care brand The product innovation was fed by the vital consumer insight that many women in contemporary India are worried to the highest degree hair problems cause by urban pollution, frequent change of diet due to geographical mobility and other factors. incrust by modern-day hair problems, they are far more run to rely on homegrown remedies.By offering hair oil that unite the benefits of natural products in a single pack, Vatika created a niche for itself as the total hair care brand. Natural offering Vatika is a brand that espouses traditional wisdom about health in a modern format. It believes that nature has perennial answers to day-to-day health issues, particularly when it comes to hair care and skin care. In a world where modern living causes much(prenominal) stress the Vatika brand holds out the promise of providing natural ingredients that rejuvenate and guard the human body in an extraordinary way. This concept is put to work through contemporary, modern products, offered by Vatika.The Vatika woman The Vatika woman is young, contemporary, educated, multi-faceted, achievement-driven and confident. It is in the Vatika brand that she sees a true reflection of her own personal ideals. Through mental institution of the concept of Vatika woman, it has tried to carve out a new positioning in the minds of the new age woman. MARKETING MIX OF VATIKA HAIR oil colour Vatika Hair Oil has made a huge impact with its innovative product offering, pricing strategy, easy availability and promotion campaigns. In the marketing mix of Da bur, we shall be discussing the 4 Ps of marketing mix with view to Vatika Hair Oil. The mix shall be analyze as followed Product expenditure Place Promotion Product bell Promotion Place Product Variety List Price announce &038 Promotion Channels step Discount Public Relations perspective Design Financing Schemes Sponsorships line Features Credit Terms Internet Marketing Brand Names run 1. 27.PRODUCT Brand Name 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 signal with these associations Vatika has assiduously built a brand that delivers on all these value through its various product offerings, the mother brand being Vatika Hair Oil. Innovative product offering Vatika Hair Oil is coconut hair oil with special ingredients adding value to the product. While coconut oil has been regularly used by Indian women as a basic hair nutrient, a combination of herbs and n atural products such as henna, amla and lemon have been used for special hair needs.Coconut hair oil provides nourishment to the hair, opus henna along with other herbs coat the hair and protect it from oxidation, thereby maintaining its natural colour. Amla strengthens hair roots and helps maintain their natural health and thickness. Lemon with its astringent action controls sebum flow and helps in prevention of dandruff. Apart from henna, amla and lemon, it also contains other natural ingredients like brahmi, neem, bahera, kapurkachari, harar, and ugdha and sugandhit dravyas. Packaging The qualities of Vatika products, ascribed to the brand by hundreds of thousands of commodious consumers, have been further underlined by its attractive packaging.In a category henpecked by blue packs as analogous of pure coconut oils, Vatika stone-broke the norm with its white and green bottle with a mushroom cap. The green-and-white colors, used in its packaging, reflect the brands natural ance stry and give it a premium look. These also help Vatika stand out in the cluttered environment of Indian retail. Available in Bottles 75 ml, 150 ml, 300 ml Flip cans 150 ml, 300 ml Flip cans were introduced for the winter season. tint Vatika products contain natural ingredients that have been blended together through scientific processes at Daburs in-house research laboratories. Dabur Research Foundation has more than 100 scientists working together to make superior quality products that match international standards. PRICE/QUALITY matrix Price High Middle abject lumber v High high life Segment Ideal For Penetration premiere Offering VATIKA Middle overprice Average Real Bargain Low Make The Sale and forge Unhappy Customers Cheap Goods PLACE Vatika products including Vatika Hair Oil are sold in 38 countries through more than 15 lakh retail outlets and 5,000 distributors who service the entire country through a wide marketing network. pic Daburs distribution netw ork extends beyond India in the following countries as well Distribution Network Central, North &038 South America Australia Asia Middle East North &038 South Africa East &038 West Europe 1. 28 Promotion Vatika the key focus brand of the company has always been well supported.The company realized early that, from the perspective of brand building, it was vital to invest in this brand. Vatika Hair Oils first promotion It focused on the key benefit stunning hair without hair problems that came about as a result of the extra nourishment through the value addition of henna, alma and lemon-derived additives. Creating conceptual awareness In the initial phase of the communication, the marketing objective was to create conceptual awareness about the new product the goodness of coconut oil enriched with natural herbs. Vatika was firmly established as the leader in the new category of value-added hair oils and its promotion campaign was so successful that the product segment itse lf came to be identified with Vatika.In 1997, the company created a new promotion campaign, which reinforce the obvious fact that most coconut oil brands were, not supply to combat the effects of pollution, hard water and chemicals the major causes of hair ailments and hair deterioration. STP Analysis of DABUR CHYAWANPRASH Segmentation Dabur Chyawanprash is the market leader in the Chyawanprash segment. It comes under the category of health extensions. The segments that it considers are growing kids, competitive youth, ever-busy housewives and the aged. For the growing kids In todays competitive environment, the children are under high pressure to excel. For the competitive youth Modern life keeps the youth busy and demands them to be active and efficient.For ever-busy housewives The homemaker needs to be fit in order to shoulder all responsibilities. For the aged Old age weakens a person physically and mentally. After segmenting the population into these categories it aims to k eep them fit and healthy. TARGETING Traditionally, chyawanprash was supposed to be a health supplement for the aged and kids. Dabur Chyawanprash (DCP) is now targeting adults, housewives, youth and kids. This it is trying to achieve through its promotion activities by making Amitabh Bacchan and Vivek Oberoi do the endorsement act. Amitabh has been projected as a user of Chyawanprash attempting to establish the relevance of DCP amongst the adults in todays demanding lifestyle.Vivek, who represents an urban ambitious non-user with a mindset that Chyawanprash is not for him, meets his moment of truth when outperformed by a young Chyawanprash user, thus reaching out to kids. His final novelty from a non-user to a Chyawanprash user connects with the Youth. These two ads complement each other and connect very well with the targeted consumers. POSITIONING Andar se strong Dabur chyawanprash has the tag line Andar se strong By using a natural language instead of scientific language it is ab le to connect with the consumers and is able to achieve a better positioning in the minds of the Indian health conscious consumer. A category like Chyawanprash for instance needs to understand that in employing the category language it loses any chance of expressing its own benefit distinctively.Holistic Health benefit of Ayurveda Dabur Chyawanprash helps in stimulating immune system, relieving stress, improving stamina, fight aging through anti-oxidant property, improving lung function, fighting respiratory infections &038 building rampart to disease. The brand conveys this health conscious holistic view of the product. Brand Trust Over 100 years of Daburs experience in Ayurveda ensures selection, processing and quality control of right herbs along with scientific and clinical studies makes DCP a trustworthy offering for consumers. Consumers view DCP as a product by a trusted brand and therefore do not need to think twice before making a purchasing decision. 1. 29 MARKETING MIX FOR DABUR VATIKA HAIR OIL AND DABUR CHYAWANPRASH pic 1. 30. MARKETING MIX OF DABUR CHYAWANPRASH Dabur Chyawanprash is the market leader in the chyawanprash segment and has achieved this with its innovative product offering, pricing strategy, easy availability and promotion campaigns. In the marketing mix of Dabur, we shall be discussing the 4 Ps of marketing mix with respect to Dabur Chyawanprash. The mix shall be analyzed as followed Product Price Place Promotion Product Price Promotion Place Product Variety List Price Advertising &038 Promotion Channels Quality Discount Public Relations Location Design Financing Schemes Sponsorships Inventory Features Credit Terms Internet Marketing Brand Names Services Product Dabur Chyawanprash is the leader in the Chyawanprash category and enjoys a market share of 61 per cent.In 50s Dabur pioneered the concept of branded Chyawanprash and since has invested intemperately in product development, clinical studies an d consumer awareness. The product is essentially a health supplement. Known as the elixir of life, Chyawanprash has (clinically) proven benefits in maintaining debonair body functioning. The principal ingredient Amla (Indian Gooseberry) acts as an anti-oxidant and immune-stimulant. Dabur Chyawanprash helps in stimulating immune system, relieving stress, improving stamina, fighting aging through anti-oxidant property, improving lung function, fighting respiratory infections &038 building resistance to disease. It is these properties that make Dabur Chyawanprash a preferred choice for its users.Ingredients of Dabur Chyawanprash Vishwast Amla, Ashwagandha, Hareetaki, Dashmul, Ghrit and several other herbs and herbal extracts. Special Vishwast fortified with additional health secure herbs like Keshar, Akarkara etc. Available in Dabur Chyawanprash is available in iii sizes to cater to the needs of different types of people. 1. One kilogram pack 2. 500 gram pack 3. 250 gram pack PRIC E The pricing of Dabur chyawanprash is very competitive. Dabur chyawanprash uses second-degree price discrimination i. e. more the quantity, lower the price. 1kg Rs. 175. 00 500gms Rs. 100. 00 250gms Rs. 55. 00 PRICE/QUALITY MATRIX Price High Middle Low Quality v High Luxury Segment Ideal For Penetration Premiere Offering DABUR CHYAWANPRASH Middle Overpriced Average Real Bargain Low Make The Sale and Run Unhappy Customers Cheap Goods PLACE- Dabur has a very wide distribution of its products through 1. 6 million retail outlets and 50 C &038 F agents all over India who distribute products to the retailers. A distribution of C &038 F agents and manufacturing locations is inclined below. Daburs distribution network extends beyond India in the following countries as well 1. 31. COMPETITOR ANALYSIS OF VATIKA The key competitors of Dabur in the Hair Oil segment are Keo Karpin, Emami, Bajaj, Marico, HLL, which together with Dabur have about 64% of Indias domestic market. Dab ur is one of Indias largest players in the hair oil segment and the fourth largest manufacturer of FMCG. It was established in 1884, and had grown o a business level in 2003 of about 650 million dollars per year. Dabur Hair Oils have a market share of 19%. We have tried to test the competition for Dabur in the Hair Care segment as followspic Keo Karpin, a fifty-year old brand, is a pioneer in the light hair oil category. The pleasantly perfumed hair oil has its main market in the Hindi belt and also has significant presence in eastern and western India. Its share is 6% of the total hair oil market. Emami has cosmos in hair oil market through Himani Navratan oil and Himani Oil. Emami has taken Madhuri Dixit as brand ambassador for emami oil and Amitabh Bachchan for Himami Navratan Oil. Overall it has a share of 4% in hair oil market.Bajaj has two flagship oil brands Bajaj Brahmi Amla and Bajaj sweet almond Drops currently have a value share of 19 per cent and 12 per cent in the ir respective oil categories as per ORG-Marg. Besides, the company has also decided to enhance its retail presence by nearly 20 per cent from the existing 5 lakh retail outlets in an attempt to reach the rural parts. Overall it has a market share of 4% in hair oil market. Maricos Parachute is premium edible grade oil, a market leader in its category. synonymous with pure coconut oil in the market, Parachute is positioned on the platform of purity. In fact over time it has become the gold standard for purity. Parachutes primary targets have been women of all age. The brand has a huge loyalty, not only in the urban sections of India but also in the rural sector.It has a market share of 28%. HLL has two products, Clinic plus Hair Oil and All Clear Clinic Hair Oil. Overall it has a 3% share in hair oil market. COMPETITOR ANALYSIS OF CHYAWANPRASH The key competitors of Dabur in the Chyawanprash segment are Baidyanath, Zandu and Himani, which together with Dabur have about 85% of Indias d omestic market. Dabur is Indias largest Ayurvedic medicine supplier and the fourth largest producer of FMCG. It was established in 1884, and had grown to a business level in 2003 of about 650 million dollars per year, though only a fraction of that is obscure with Ayurvedic medicine. Dabur Chyawanprash (herbal honey) has a market share of 61%.We have tried to break up the competition for Dabur in the Chyawanprash segment as follows pic Sri Baidyanath Ayurvedic Bhawan Ltd. (Baidyanath for short) was founded in 1917 in Calcutta, and specializes in Ayurvedic medicines, though it has recently expanded into the FMCG sector w