Stp Analysis for Dabur Bleach

7/23/2019 Stp Analysis for Dabur Bleach

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STP ANALYSIS FOR DABUR BLEACH

Section 1 - Group 8Anurag Anand DM16110

Esha Agarwal DM16116Ashutosh Anand DM16112Ajay handar DM1610!Sidhant Mahajan "ishi "eejhsinghani DM161!#


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INTRODUCTION TO DABUR:

"Dabur is a portmanteau of Da" for "Doctor" and "bur" from Burman."

Dabur India Ltd is one of India's leading FMCG Companies with e!enues of about s#$%&Million o!er s ()*+ Crore, - Maret Capitali/ation of o!er s#(.% Billion o!er s *+0&&&Crore,. 12panding on a legac3 of !alue and nowledge of in e2cess of *4% 3ears0 Dabur istoda3 India's most trusted name and the world's biggest 53ur!edic and 6atural 7ealth CareCompan3.Dabur India Limited is a heading Indian customer products organi/ation withdi!ersions in 7air Care0 8ral Care0 7ealth Care0 9in Care0 7ome Care and Foods. From itsmodest beginnings in the b3lanes of Calcutta path in *::) as an 53ur!edic medsorgani/ation0 Dabur India Ltd has made a ton of progress toda3 to turn into a leadingcustomer items maer in India.

;hrough their e2hausti!e scope of items0 the3 touch the li!es of consumers of alldemographics. ;his legac3 has helped them to create an obligation of trust with theirshoppers. ;hat ensures 3ou the best in all items con!e3 the Dabur name .

Dabur presents a scope of 7erbal - 53ur!edic


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Bleach with 5loe @era'0 has been created after broad research b3 Dabur esearch -De!elopment Center.

ith the dispatch of 823 Life Gel Bleach the3 plan to further reinforce their authorit3position in the roughl3 s (&& crore sin fade maret and set new benchmars for thede!elopment of the class.;he 823 Life Gel Bleach would be accessible both in retailad!ertise and in addition for parlor use in the different pac si/es.

What is Segmentation, Targeting and Positioning?

9egmentation is the process of grouping people or organi/ations within amaret according to similar needs0 characteristics0 or beha!iors.

;argeting is the actual selection of the segment 3ou want to ser!ethe target maret is the group of people or organi/ations whose needs aproduct is specificall3 designed to satisf3


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Geographic 9egmentation

Beha!ioral 9egmentation


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Behavioral Segmentation:

5s the new 823life 5loe @era Gel Bleach gi!es sa!eral benefits to the sin 0so thebeha!ioural assepcts are =uite considerable and according to the result the3 are !ar3ingalso.as per the underl3ing benifits0

Psychographic segmentation: hitening and lightening sin items ha!e recorded an emotional de!elopment in

Indian marets and are the smash hit item classifications in the Indianmagnificence industr3.

;he cra!ing for white and reasonable sin is a worldwide sensation particularl3 in

non?white societies and is not constrained to Indian connections. hitening items not Aust guarantee to satisf3 the cra!ing for reasonable sin as a

course to higher status0 additionall3 enable ladies to control their bodies andchange nature.

;he undertaing demonstrates the effect of this "Snow White Syndrome"inIndia.

Targeting:

Gi!en the nature of the product0 Dabur 823 Bleach is targeted at certain classes ofwomen in ;ier?I0 II and III cities. ;he reason for this is the fact that the cities in thesetiers ha!e larger and wider spread of, middle and upper middle class populations thando the cities in the lower tiers.

;he following classes of middle and upper?middle class should ideall3 be targetedH

College-going girls

Working professionals

Socialite housewives

College-going girls usuall3 aged *:?4%, belie!e that the3 need to loo good in orderto gain social mileage. In order to achie!e this0 the3 purchase a wide baset of beaut3and personal care products0 including cosmetics0 fairness creams and moisturi/ers.

ffice-going female e!ecutives"professionals aged 4%?)), need to maintain a goodappearance at the worplace. ;his can be a tall order0 particularl3 if the Aob is strenuous


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and in!ol!es long office hours or tra!el. 9uch people ma3 also feel the need to taebetter care of their sin in order to protect it from lasting damage.

Socialite homemakers from middle and upper?middle income groups would consumesincare products in order to loo good at such social e!ents as itt3 parties0 dinners

etc. Moreo!er0 these homemaers represent an aspirational class of consumerH the3ma3 feel the need to emulate office?going female e2ecuti!es0 who0 in their perception0ha!e a better social standing than the3 do. ;herefore0 promotions targeted at collegegoing and office?going e2ecuti!es might also help bring in customers of this categor3.


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Figure 1. : er!etion m#

C86CL9I86

Dabur 823Bleach should be positioned as a superior alternati!e to fairness creams0face pacs and face wash which onl3 ha!e a superficial effect on the sin. 5s the effortin!ol!ed in using bleach is greater than that in using fairness creams0 the e2pectedbenefits are greater0 which Austifies its high cost !is?a?!is other classes of fairnessproducts such as creams0 soaps etc.,

5s fairness is a much?sought sin tone amongst Indian women0 the product can bepitched in such a wa3 as to guarantee fair sin b3 cleansing it of dead sin follicles. ;hisis achie!ed b3 the action of acti!e o23genJ on the sin. ;he acti!e o23gen also helpsmae it not onl3 a sin fairness product but also a sin health care product.

9in bleach has a strong association with beaut3 salons. ;herefore0 the product can bepositioned as a more professionalJ sin care solution than other products. 7owe!er0bleaching products are percei!ed as being harmful to the sin. ;his could be offset to ane2tent b3 DaburJs image as a manufacturer of 53ur!edic products0 which lendscredibilit3 to its claim that the product contains aloe !era.


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Stp Analysis for Dabur Bleach