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Strategic Management Project for Dabur India Limited

Strategic Management Project for Dabur India Limited

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StrategicManagement
DaburIndia Ltd.
Submitted to
: Prof Amar KJR Nayak
Submitted by
:Sourabh Choudhary (U108109) SubhranshuShekhar Mandal (U108110)Sujit Kumar Sahoo (U108111) Swarup KumarKar (U108112)Sweta Sah (U108113) Tanya Gupta(U108114) Thendral I (U108115) Uday BhanuSatpathy (U108116)Vibhav Kumar (U108117) Vikrant
 
 Table of Contents
Introduction ............................................................................................................ 3Phase –I.................................................................................................................. 4Phase-II (1998-2003) .............................................................................................. 53.1 Phase#2 –IT perspective ............................................................................... 73.2 Phase#2 –Marketing perspective .................................................................. 73.3 Phase#2 –HR perspective ............................................................................. 83.4 Phase#2 – Finance perspective .................................................................... 8Phase III (2003 onwards) ........................................................................................ 94.1 Phase#3 –Financial Perspective .................................................................. 104.1.1 VISION 2010: ANALYSIS ........................................................................ 134.2 Phase#3–Marketing Perspective ................................................................. 144.2.1 Dabur’s Rebranding Exercise ................................................................ 184.3 Phase#3 –Information Technology Perspective ..........................................194.4 Phase#3 –HR Perspective ........................................................................... 20Operations Strategy of Dabur India Limited ......................................................... 26Manufacturing ................................................................................................... 26Supply Chain Initiatives at Dabur India Limited ................................................28Procurement ..................................................................................................... 31Quality .............................................................................................................. 31Research and Development .............................................................................. 32Vendor Management 3 ...................................................................................... 33Corporate Governance ......................................................................................... 33Dabur-Sustainability ............................................................................................ 34Porter’s Five Forces Model for Dabur ................................................................... 36EXHIBITS .............................................................................................................. 38REFERENCES ........................................................................................................ 442
 
Introduction
Dabur India Limited (DIL) is the fourth largest FMCG Company in India withbusiness interests in Healthcare, Personal care and Food products. It has revenueof about US$600 Million (over Rs 2834 Crore) & Market Capitalization of overUS$2.3 Billion. Dabur India is a 126 years old company and is the world leader inAyurveda with a portfolio of over 250 Herbal/Ayurvedic products. Dabur since itsinception has focused on manufacturing and selling Ayurvedic products targetedat the mass consumer segment. There are number of personal care products,Ayurvedic tonics and oral care products which it launched between 1940 and1970 have become leading brands today. Dabur’s top nine brands had 65% ormore market share in their respective product categories. These include thehealth tonic Chyawanprash, Hajmola digestive tablets and candy, digestive PudinHara, Dabur Lal Dant Manjan and Dabur Amla hair oil. Dabur manufactures over450 products, covering a wide range in health and personal care.Dabur India has 14 manufacturing locations—eight in India and six in contries likeNepal, Egypt UK etc.It has three Subsidiary Group companies - DaburInternational, Fem Care Pharma and new
u
and 8 step down subsidiaries: DaburNepal Pvt Ltd (Nepal), Dabur Egypt Ltd (Egypt), Asian Consumer Care(Bangladesh), Asian Consumer Care (Pakistan), African Consumer Care (Nigeria),Naturelle LLC (Ras Al Khaimah-UAE), Weikfield International (UAE) and JaqulineInc. (USA). It has wide and deep market penetration with 50 C&F agents, morethan 5000 distributors and over2.8 million retail outlets all over India.Dabur India limited is divided into three SBU’s.
1)
Consumer Care Division: This SBU caters to the consumer needspertaining to Personal Care
,
Health Care
,
Home Care
 
& Foods. The majorBrands under this SBU are Dabur, Vatika, Hajmola, Real and Fem.
2)
Consumer Health Divison: This SBU pertains to the Ayurvedic medicinesand ayurvedic OTC. Major categories in traditional formulations includeAsav Arishtas, Ras Rasayanas, Churnas, Medicated Oils.3)International Business Division: It caters to the health and personal careneeds of international consumers in middle east, north and west Africa, EU3

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