Overview of Dabur
4th largest FMCG company in India
Turnover of Rs. 3313.83 Crore (FY10) 50% of total sales from rural and semi urban segment
Differentiated products
Strong herbal & natural product profile More then 125yrs of experience 350+ products
Wide distribution network
Covering 2.8million retail outlets 5000 Distributors in India
Overview of Dabur
Brand Strength
Various strong brands in diverse categories 5 Umbrella Brands
Company Structure
4000 employees 17 ultra-modern manufacturing units spread around the globe
3 Subsidiary Group companies
Dabur International Fem Care Pharma New u
Business Structure
Other, 1%
IBD, 19%
CHD, 7%
CCD, 73%
CCD- Consumer Care Division CHD- Consumer Health Division IBD- International Business Division
Consumer Care Division
Four distinct business portfolios of Personal Care, Health Care, Home Care & Foods Master brands: 9 Billion-Rupee
Dabur - Ayurvedic healthcare products Vatika - Premium hair care Hajmola - Tasty digestives Real - Fruit juices & beverages Fem - Fairness bleaches & skin care products
Dabur Chyawanprash the largest selling Ayurvedic medicine with over 65% market share Vatika Shampoo has been the fastest selling shampoo brand in India for three years in a row Hajmola tablets 60% market share of digestive tablets category
Consumer Health Division
It offers a range of classical Ayurvedic medicines and Ayurvedic OTC products.
Has more than 300 products sold through prescriptions as well as over the counter.
International Business Division
It caters to the health and personal care needs of customers across different international markets. Growing at a Compound Annual Growth Rate of 33% in the last 6 years and contributes to about 20% of total sales Leveraging the 'Natural' preference among local consumers to increase share in personal care categories
% of Dabur products in market
7% 9%
6% 32%
Hair Care Health Supplements Oral Care Digestives & Candies
22% 24%
Baby Oil & Skin Care Home Care
Strategies
Aggressive cost management
Intelligent buying of raw materials Increased focus on small towns and rural markets
Dabur Amla has launched "Banke Dikhao Rani Pratiyogita which is a rural beauty and talent show. Launching singing and talent hunt contest "Dabur Vatika Koyal Punjab Di A college beauty contest Dabur Gulabari Miss fresh face of UP.
Marketing 4 Ps
Product
Promotion
Marketing 4 Ps
Price
Place
Product
Appearance Very attractive Products are tested number of times and processed using very advanced machinery and technology. Juices dont expire before 6 months inspite of perishable products.
Quality
Packaging
Brand
Very reputed and well known brand in the market
Warranty
Replace the product
Service
/Support
Dabur foods provide full support to its stockiest, retailers and consumers
Price
Decided according to its competitors and the price structure is different for retailers and stockiest
List price
Discounts
Different for retailers, stockiest and consumer from time to time
Allowances
Special allowances are given to stockiest & sales man
Place
Channel members
stockiest, retailers
Channel
motivation
Pull and Push strategy Distribution network that covers 175 towns and 2.8 million retail outlets
Market coverage
Locations
Dabur foods try to cover or tries to place its products in each and every shop and every location
Promotion
Advertising Personal selling Media Budget
Through television, newspapers, magazine etc Dabur hardly do any personal selling except in tent shows and road shows Medium of promotion is TV, Radio, newspapers, magazine Budget is Decided for different strategic business unit
Various Dabur Products in Rural Market
Dabur Lal Tail Dabur Janma Ghutti Dabur Chyawanprash Dabur Glucose D Hajmola Hajmola Candy Pudin Hara Dabur Hingoli Amla Hair Oil Vatika Hair Oil Dabur Red Toothpaste Babool Toothpaste Dabur Lal Dant Manjan Promise Odomos
Focused Product In Rural Market
Dabur Amla Hair Oil
Competitors of Dabur in Rural Market (in hair oil segment)
Nihar Amla Keo Kaprin Shanti Amla Banphool Bajaj Brahmi Amla Him Raj Parachute Coconut oil Himtaj Navratna hair oil Meera Herbal Oil
Market share of hail oil
(in rural market)
25.00%
20.00%
23.30%
15.70%
15.00% 10.00% 5.00% 0.00% Dabur Amla Nihar Amla Shanti Parachite Keo Amla Coconut Karpin oil Bajaj Bajan Brahmi Almond Amla Drops other 13.50% 13.30% 11.00% 9.70% 7.30% 6.20%
How dabur beats the competition of Dabur Amla hair oil (in rural market)
Announced beauty contests across the country. Heavily advertisement :TV, radio, newspaper, POP display. Vast distribution network Launch of Rs.1 sachet Brand endorsement done by Rani Mukherji.
Group Members
Name Disha Kothari Gunjan Pitti Reena Trivedi Roll No. 29 43 57
Thank you
