About Dabur Ltd.

Dabur started off as an ayurvedic medicine manufacturing company in the 19 th

century and slowly become the market leader in ayurved in India. In the 1960s, the
company ventured into FMCG products and so far, it is the 4th largest FMCG company
of India. In 2003 Dabur ventured into Medical sector, which is now a different
company altogether.
Dabur’s focus is on its FMCG segment as it is the most popular, profitable and has an
amazing brand image in the market.
 About Odonil
• Widely popular Room and Bathroom fragrance brand
• Has the largest market share in this sector
• Wide range of products
• Several new and innovative fragrances
• Market Leader
Interpretation STP ANALYSIS

1
Segmentation
All Indian Homes, Offices, Cars or any other
closed spaces which are either into traditional
methods of fragrances of do not use fragrances
on a regular basis for their homes.
Targeting

2
Help consumers attain best products having best
fragrances with easy to use and very convenient
for all places including Homes and Bathrooms

3 Positioning
Odonil products are positioned as a complete range

6 of fresh fragrance products for every place in your

house which needs a good fragrance
Interpretation MARKETING MIX
Price
All Odonil products are priced keeping in mind
1 Product
• Odonil provides a wide range of products in

2
the price ranges and desires of a normal middle- its portfolio ranging from Freshness Blocks to
class house Automatic Air Freshness Dispensers
• Several fragrance options are available
including the most widely used Rose,

3
Jasmine, Lavender, Citrus etc.

Promotion
4 Place
Odonil uses major promotional techniques such as
TV advertisements, Print media etc 3 Odonil products are sold nationwide in all places such
as Online retail stores, Large departmental stores,

4 Small Kirana stores and even in some Medical stores

Interpretation SWOT ANALYSIS


Opportunities
Development of customised fragrances and
1 Strengths
 Available at a reasonable and affordable

2
products for institutional use. price compared to its competitors.
 Educate customers to help them  Huge variety of fragrances and products
understand the benefits of using Odonil available.
products.  Backed by brand image of Dabur Ltd.
 Low priced, Rural centric products can be
developed.
3  Easily available anywhere in the country.

Threaths
4 Weakness
 Huge competition from brands such as Ambi
pur, Godrej Air, Airwick etc. 3  Products are sometimes perceived as a
bathroom fragrance only.



No significant barriers to entry for new
competition.
Very minimal room for further innovation.
4 


Some cheaper substitutes are available in the
market.
Used mainly in Urban areas and very low
consumption in rural areas.
 COMPETITOR ANALYSIS
Interpretation

•
•
Airwick
Brand of Reckitt Benckiser Group
1 Ambi Pur
•
•
Brand of Sara Lee Corporation

2
Most reputed brand after Odonil Highest Market Share after Odonil
• Same price range as Odonil • Huge range of products and Fragrances
• Car Fragrances range also available

3
Glade
4 Godrej Air


Brand of S C Johnson Group
Comparatively lower market share 3 

Brand of Godrej Group
Highly into Car Fragrances
 Lower price range than most players
4 

Most Innovative Brand
High end price range