Scribd
Upload
332 views5 pages

Hajmola LT 6

This document discusses the marketing strategy of Hajmola, a digestive tablet produced by Dabur, in the Pakistani market. It provides background on Dabur and how it began distributing Hajmola in Pakistan through a local partner in 1978. Hajmola has dominated the over-the-counter indigestion tablet market since 1980, though it faces competition from other herbal and allopathic remedies. Consumer research found that people of all ages consume Hajmola, both for its digestive benefits and taste. While most loyal consumers are over 30, younger people prefer it for flavor. Hajmola's direct competitors in Pakistan include Gastofill, Gastril, Digas, Eno and

Uploaded by

Sumbla Tayyab
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
332 views5 pages

Hajmola LT 6

This document discusses the marketing strategy of Hajmola, a digestive tablet produced by Dabur, in the Pakistani market. It provides background on Dabur and how it began distributing Hajmola in Pakistan through a local partner in 1978. Hajmola has dominated the over-the-counter indigestion tablet market since 1980, though it faces competition from other herbal and allopathic remedies. Consumer research found that people of all ages consume Hajmola, both for its digestive benefits and taste. While most loyal consumers are over 30, younger people prefer it for flavor. Hajmola's direct competitors in Pakistan include Gastofill, Gastril, Digas, Eno and

Uploaded by

Sumbla Tayyab
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
You are on page 1/ 5

LAHORE SCHOOL OF ECONOMICS

DABUR HAJMOLA
Marketing Strategy Report
Presented to : Dr. Aamir Khan

Submitted by: LT 6 (Section B)


Ahmed Ali Dhakku
Mariyam Shahid
Mehr Nawaz Khan
Sumbla Tayyab
Yasir Hakim Chaudhry

Hajmola is a product of Dabur. Dabur was founded in 1884 by Dr. Sk Buram, to serve as a
remedy for diseases through Ayurvedic medicines. Hajmola is a digestive medicated tablet,
which consists of a variety of traditional Ayurvedic herbs. Hajmola comes in five flavours
original, lemon, tamarind, peppermint, and pomegranate. Dabur started its exports of several
products including Hajmola to Pakistan in 1978. Further to this they didnt move their
production in Pakistan as there was a risk of acceptance of Indian products in Pakistan. However
they contracted with Asian Consumer Care Private Limited. Since then ACC (PVT. ltd)s job is
to provide a distribution channel for Daburs products all over Pakistan. Dabur has been ruling
the Pakistani market for over the counter tablets for indigestion since 1980. Initially they had
their competitors that included different herbal medicines by companies like Qarshi, Hamdard
and other home-made remedies for indigestion. ACC hired different distributors in different
cities of Pakistan, and to target the sub urban areas they authorized the distributors to have sub
distributors in small towns, this is how they made their network for all Dabur products in
Pakistan. Appendix 1 shows Daburs distribution network in Pakistan.
Our project basically concentrated on the industry in which Hajmola is currently operating, its
consumers and its distribution channel. However to have a know how about consumer behavior
regarding Hajmola we conducted consumer research. In consumer research we found out that
almost people of every age group consume hajmola. Some of them consume purposely for
gastric and some consume just for the purpose of taste. Many consumers take allopathy
medicines for the cure of gastric and they concern doctors. That makes allopathy its indirect
competitor. Most of the users of tablets of this category relied more on Hajmola, but their major
aim was to have a different taste, however people from the age bracket above 30 consumes it for
the purpose it is there to serve (i.e digestion). The results from the consumer research are shown
in the Appendix 2.
Hajmolas current competitors in Pakistani market include indirect and direct competitors.
Indirect competitors include allopathy, husk, sodas, sonf, churan, herbal powder, and smoking.
However the direct competitors to Hajmola are Gastofill, gastril, digas, eno and carmina.
Moreover Hajmola is preferred by the consumers over, all these brands, but recently due to the
shortage of Hajmola in the market, has lead customers to explore the competitors products and
gastril has played a major role in capturing Hajmols market. the perceptual map in Appendix 3

shows consumers perception about Hajmola and its competitors on the two dimensions taste and
price.

Appendix 1

Distribution Channel

Appendix 2

Appendix 3

You might also like