Dabur India Limited is Indias fourth largest FMCG Company.

The first Dabur plant was set up in1896 and research laboratories established in 1919. Dabur became a public limited company in1986. In 1998, the Burman family, the original promoters, handed over the day-to-day running of the company to professionals. With effect from 1 April 2005, Balsara Home Products became asubsidiary of Dabur. Apart from Balsara, Dabur has five other subsidiaries Dabur Foods, Dabur Nepal, Dabur Egypt, Dabur Oncology and Dabur Pharma. Dabur ended Q1 2008-09 with a net profit of Rs 70.14 crores Business Daburs product range encompasses health care, personal care, ayurvedic specialities and foodsegments. Brands Well-known brands include Amla Chyawanprash, Hajmola, Lal Dantmanjan, Nature Care andPudin Hara. Location Dabur has been marketing its products in more than 50 countries all over the world. The companyhas offices and representatives in Europe, America and Africa. Manufacturing facilities are spreadacross three overseas locations.

PRODUCT LINE OF OF DABUR Real, Real Active, Hommade Lemoneez Capsico Shankha Pushpi Sarbyna Strong PERSOANL CARE Amla Hair OilAmla Lite Hair OilVatika Hair OilAnmol Sarson Amla

Anmol Silky Black Shampoo

Vatika Henna Conditioning Shampoo, Vatika Antidandruff Shampo, Anmol natural line shampoo

Oral care Dabur Red, GelDabur Red Toothpaste, Babool Toothpaste, Dabur Lal Dant Manjan, Dabur Binaca Toothbrush,

STP ANALYSIS OF DABUR Dabur is the 5 th largest FMCG companies in India. The segments that it considers aregrowing kids, competitive youth, ever-busy housewives and the aged. For the growing kids:In today's competitive environment, the children are under high pressure to excel. For thecompetitive youth: Modern life keeps the youth busy and demands them to be active andefficient.For ever-busy housewives: The 'homemaker' needs to be fit in order to shoulder allresponsibilities .For the aged: Old age weakens a person physically and mentally.Aftersegmenting the population into these categories it aims to keep them fit and healthy.TARGETINGTraditionally,DABUR was mainly for the aged and kids. Dabur is now targeting adults,housewives, youth and kids. This it is trying to achieve through it spromotion activities bymaking Amitabh Bacchan and Vivek Oberoi do the endorsement act. Amitabh has beenprojected as a user of Chyawanprash attempting to establish the relevance of DCP amongst the adults in todays demanding lifestyle. Vivek. His final conversion from a non-user to aChyawanprash user connects with the Youth. These two ads compliment each other andconnect very well with the targeted consumersVATIKA hair oil It targeted the high income urban category of hair oil users.POSITIONING "Andar se strong : Dabur chyawanprash has the tag line "Andar se strong By using a natural language instead of scientific language it is able to connect with theconsumers and is able to achieve a better positioning in the minds of the Indian healthconscious consumer. A category like Chyawanprash for instance needs to understand that inemploying the category language it loses any chance of expressing its own benefitdistinctively. Holistic Health benefit of Ayurveda: Dabur Chyawanprash helps in stimulatingimmune system, relieving stress, improving stamina, fighting aging through anti-oxidantproperty, improving lung function, fighting respiratory infections & building resistance todisease. The brand conveysthis health conscious holistic view of the product .Brand Trust: Over 100 years of Daburs experience in Ayurveda ensures

selection, processing and qualitycontrol of right herbs along withscientific and clinical studiesmakes DCP a trustworthy offering forconsumers. Consumers view DCP as a product by atrusted brand andtherefore do not need to think twice before making a purchasing decision FOCUS STRATEGY Earlier without the competitor it was the market leader where we can say It followsFOCUS STRATEGY as only targeting Young and Old people. Which can clearlyvisible from their Advertisement campaigns. But after the entry of the marketDABUR has kept its FOCUS strategy more actively by introducing two new productknown as the sugar-free Dabur ChyawanPrakash and the chocolate-flavoured granularDabur Chyawan Junior to create a niche in the market.

DIFFERENTIATION STRATEGY DABUR has maintain a clear DIFFERENTIATION Strategy in TOOTHPASTEsegment by its product Dabur lal Dant manjan. It is a pure ayurvedic product with ingredients like Lavang KaTail, Kaali mirchi , Pudina Satva , Pippali, , unthi, Karpoor&Tomar seed, Sugandhi Dravaya, Kasni, Gairic powder, Othernatural ingredients. Noother brand able to produce such kind of toothpaste, so it is clearly a differentiationstrategy of DABUR. RECOMMENDATIONS

The company needs to provide a better quality toothpowder at reasonable price toincrease sales. The rural consumer usually uses neem and datun. Here Dabur has anadvantage as all its products are Ayurvedic in nature

In order to compete with the existing brand, the company should provide theconsumer with various skus - 25gm, 50gm, 100gm and 300gm. And specially the 1 Rssachets to initially induce the consumer to use.

Consumer preference needs to be assessed regularly because of fluctuatingpreferences. A company representative should pay a regular visit to the market andask the retailers for any change in preferences of their regular customers.

In order to launch product it the wtp segment Dabur has to launch the product at alower price or with value propositions and price at par with Colgate.

Retailers complain of irregularity in taking of orders and non-delivery of goods ontime by the distributors, as a result of which stock is not available at the outlet,resulting in loss of customers. Company should look into the matter of this ignorancein part of the distributors.

Focus on national branding

Work on new products

Should give E-purchasing facility