In 2001, the Dabur brand was given a fair warning about how its competitors would keep it alive. At the time, the company did not enter the toothpaste segment but only specified its options. Toothpaste powder was coming to a halt soon, and in order for the company to compete fairly, it had to go against Colgate. Since the company already has a dedicated fan base, it was just targeted at them with a new offer.
Over the next 2 years, of course, it came with a message from the customer – ‘Your powder now comes in the form of pesco’ and customers were definitely eager to use it. Nearly two decades later, in 2020, Dabur’s turnover has reached Rs 1,000 crore.
Who is the customer of Dabur Red?
Dabur Red has become a big name in South India and has been gradually attracting attention in the northern and eastern parts of the country. The brand ranks first in states like Bihar and Andhra Pradesh. The toothpaste sector is growing by 2.15 per cent, even at the beginning of the epidemic, but Dabur brought out 15 per cent.
Dabur Patanjali is competing with Dant Kati, but has managed to woo the audience with its cheap price point. The price of 100 grams of tube is Rs. 50. The repurchase strategy definitely keeps the brand well. First-time buyers make no choice, and repeated purchases two or three times keep the brand at bay.