A PROJECT TO STUDY “Dabur India Limited” PRODUCT LINE
Indraprastha University Under the guidance of:Mrs . Neha Verma Submitted By:Akash Bansal BBA-3 Enrollment No. 0786111708
MAHARAJA AGRASEN INSTITUTE OF MANAGEMENT STUDIES Affiliated to GGS Indraprastha University, Delhi (An ISO 9001:2000 Certified Institution, Recognized by UGC u/s 2(f))
I wish to thank all those with whom I have worked, interacted and whose thoughts and insights helped me in furthering my knowledge and understanding of the subject. I would especially like to express my gratitude and sincere thanks to Mrs.Neha Verma whose excellent teaching has left an undeniable print on my mind leading me to prepare this project report in a better way and which would not have been possible without his support and active guidance. I am highly obliged to him for the opportunity that he gave me to work on the marketing strategies of ‘Dabur India Ltd.’. The present report has made me learn a lot about the marketing industry as a whole.
Akash Bansal Enrollment No. 0786111708
Certificate This is to certify that this research report entitled “Dabur India Ltd.” Is the original work of “Akash Bansal” and it has been completed under my supervision.
Mrs. Neha Verma
CONTENTS I Acknowledgement II Certificate S.No. 1. CHAPTER NAME ORGANISATIONAL PROFILE a. Objectives b. Introduction c. Company’s History d. Management and Ownership structure e. Vision f. Company’s Profile MARKETING ANALYSIS OF DABUR INDIA LIMITED a. Concept of Marketing b. Marketing Mix c. 4 P’s of Marketing 1. Production 2. Price 3. Place 4. Promotion THE PATH AHEAD SOCIAL INITIATIVES OF DABUR CONCLUSION BIBLIOGRAPHY
3 4 5 6
OBJECTIVE To study the present marketing strategy of “Dabur India Limited” To study the effectiveness of marketing strategy Of “Dabur India Limited” To know about the portfolio of “Dabur India Limited”
The products of Dabur are marketed in more than 50 countries worldwide. personal care and foods. Dabur International has 4 step down subsidiaries – Dabur Egypt Ltd.INTRODUCTION
Before the industrial revolution the emphasis was on production of better quality article. (Egypt)
. Finance and Human Resources etc. Dabur was set up in 1884 by Dr. Ltd. Asian Consumer Care Pvt. K. Dabur India Ltd.Consumer Care Division (CCD). S. Burman.Dabur Nepal and Dabur Foods Ltd & and Dabur International. This situation had brought into sharp focus the other function of management as Marketing. Consumer Health Division (CHD) 3 Subsidiary Group companies .. Dr. In modern days production is carried on not only in large scale but also in anticipation of future demand. Burman's commitment and ceaseless efforts resulted in the company growing from a fledgling medicine manufacturer in a small Calcutta house. Is a company where a balance of all these fields exists and where they perform in a perfect harmony. a physician tucked away in Bengal. S. Dabur has a history of more than 100 years and the company has carved a niche for itself in the field of Ayurvedic medicines. K. Reaching out to a wide mass of people who had no access to proper treatment. His mission was to provide effective and affordable cure for ordinary people living in far-flung villages. to produce and dispense Ayurvedic medicines. The company has 2 major strategic business units (SBU) . Production was carried on small scale and in most cases production was carried on in small quantities only when an order was placed in advance. African Consumer Care Ltd. Dabur India Limited is India's leading FMCG Company with interests in health care. (Nigeria) and Weikfield Intl. to a household name that at once evokes trust and reliability. The functioning of all these areas of management in a vibrant way full of vitality is important to the sustenance and advancement of the company towards prosperity. (Bangladesh).
In 1936 Dabur sets up Dabur India Limited and a new manufacturing plant is set up in Faridabad on the outskirts of Delhi.HISTORY OF DABUR Dabur was incorporated in 1884 in a small Calcutta pharmacy where Dr. S. S. K. With the growing popularity of Dabur products. K. Burman set up Dabur’s first manufacturing plant for mass production and in the early 1900s Dabur ventured into the business of nature based ayurvedic medicines for which standardized drugs were not available in the market. In 1979 one of the largest and best equipped production facility was started near Sahibabad along with the formation of Dabur Research Foundation (DRF) signaling the launch of research operation in the pioneering area of health care. Burman launched his mission of making health care products. in 1986 Dr. For better operation and management 3
. In 1986 Dabur became a public limited company and raised its first public issue in 1994 with the company share issued at a high premium and oversubscribed twenty one times.
Personal care and Food products. Vatika. From a small beginning and upholding the values of its founder. Dabur Chyawanprash. Dabur foods merged with Dabur India in 2007.
MANAGEMENT & OWNERSHIP STRUCTURE Board of Directors Dabur has an illustrious Board of Directors who are committed to take the company onto newer levels of human endeavour in the service of mankind. Dabur has also ventured into the specialized health care area of cancer treatment with its oncology formulation plant at Baddi in Himachal Pradesh and extended its global partnerships by entering into joint ventures with Osem of Israel for food and Bongrain of France for cheese and other dairy products. Dabur acquired Balsara. Family production division and Dabur ayurvedic specialties limited. Dabur crossed $ 2 billion market cap in 2006. In 1997 Dabur enters full scale in the nascent processed foods market with the creation of the food division. In 2005.2396 crore.separate divisions were created in 1996 according to the product mix. namely Health care products division. Powerful brands like Dabur Amla. Dabur India Limited today is the third largest FMCG Company in India after a takeover of Balsara India Limited and with interests in Health care. The Board comprises of:
. Project STARS (Strive To Achieve Record Success is initiated to give a jump start to the company and accelerate its growth performance) and in 2000 Dabur established its market leadership status with a turnover of Rs 1000 Crores. Hajmola and Real are the major contributors to Dabur’s turnover of Rs. Dabur entered the august league of large corporate business.
Chairman Dr.Pradeep Burman
Non Whole Time Promoters. Mohit Burman
. Anand Burman
Vice-Chairman Mr. Narang
Mr. P. Sunil Duggal
Mr.D. Amit Burman
Whole Time Directors
Sunil Duggal Chief Executive Officer Dabur India Limited
. R C Bhargava
The C.Independent Directors
Maharaja Gaj Singh
Mr. P N Vijay
Balsara Home Products became a subsidiary of Dabur.COMPANY’S PROFILE Dabur India Limited is India’s fourth largest FMCG company. Dabur has five other subsidiaries — Dabur Foods. With effect from 1 April 2005. Dabur Nepal. Dabur became a public limited company in 1986. The first Dabur plant was set up in 1896 and research laboratories established in 1919.
. In 1998. the original promoters. Dabur Oncology and Dabur Pharma. the Burman family. handed over the day-to-day running of the company to professionals. Dabur Egypt. Apart from Balsara.
which would be top one billion before the drawn of the 21st century. Originating nearly 5. Yet the company recognized the importance of building its brand in this region and as such the company developed a vast sales network and much of this network was based on an army of independent.000 years ago.
. baby care. Manufacturing facilities are spread across three overseas locations. The results of the policies and initiatives speak for themselves. home care. mind and spirit. Dabur India Limited has marked its presence with some very significant achievements and today commands a market leadership status. Ayurvedic texts were researched by Dabur in its quest for natural remedies. food segments and digestive products . America and Africa. He joined in 1995 as General Manager (Sales & Marketing).E. and with his valuable experience steering the company ahead in its growth plans. This Science of Life analyses the human body through a combination of the body.Dabur has been marketing its products in more than 50 countries all over the world. derives from two Sanskrit words -Ayu or life. Hajmola. and since then. Their story of success is based on dedication to nature. hair care. and Veda or knowledge. Lal Dantmanjan. who hawked the company’s products in more than 150000 villages. For much of this population. corporate and process hygiene.O of the company. oral care. In 2002 the company prepared to enter a new management era and appointed Mr. with his dynamic spirit and leadership abilities he has led the company to achieve new heights and becamer the CEO of the Company. still lived in rural regions and in extreme poverty. Nature Care and Pudin Hara. Other than “ ayurvedic specialities “ Dabur’s product range also encompasses health care. Part of the company’s success came from its highly active sales network. direct sales agents. Sunil Duggal as the C. the ancient Indian system of medicine based on natural and holistic living. Today. Ayurveda. dynamic leadership and commitment to their partners and stakeholders. A significant proportion of Indian population. Some of the wellknown brands include Amla Chyawanprash. its application in modern life has been renewed through the scientific research and validation undertaken at Dabur. Dabur India Limited holds its speciality in AYURVEDA. The company has offices and representatives in Europe. personal care products remained luxury items.
Dabur International has 5 step down subsidiaries . STRATEGIC BUSINESS UNITS
. Dabur Nepal and Dabur International. Dabur Egypt.Dabur Foods.Consumer Care Division (CCD) & Consumer Health Division (CHD). hold Public & others 70.The shareholding pattern of the company last year is as follows -: Promoters Non promoter corp.24% 7. Dabur has a history of more than 100 years and the company has carved a niche for itself in the field of Ayurvedic medicines. and 3 Subsidiary Group companies Dabur Foods.81% 21. The company has 2 major strategic business units (SBU) . Dabur Nepal.94%
S AR H D H E OL ING P ER ATT N
21% 8% 71%
Prom oters Non prom oter's holding s Public andothers
D abur India Limited is India's leading FMCG Company with interests in health care. personal care and foods. The products of Dabur are marketed in more than 50 countries worldwide. Dabur Oncology and Dabur Pharma.
hair care. digestives and confectionery. The division is supported continuously by in-house research to provide complete care for varying individual needs.
.CONSUMER HEALTH DIVISION (CHD) The consumer healthcare division includes products of the erstwhile Ayurvedic Specialists Division and a set of over the counter (OTC) products based on the ayurvedic medicinal platform. These products are backed by the most modern scientific test and trials and ensure unfailing quality and safety. and baby and skin care. The division’s portfolio includes health supplements. The CHD is divided in the following four categories:
Health supplement Dabur Chyawanprash Glucose D
Baby care Dabur lal tail Dabur baby olive oil Dabur janma ghunti
Digestives Hajmola Mast Masala Hajmola Candy F Pudin hara Pudin hara G Anardana Hajmola Candy Dabur Honey
Natural cures Shilajit fold Nature care Sat isabgol Shilajit Ring Ring Itch care Back-Aid Shankha Pusphi Dabur balm Sarbyna strong
CONSUMER CARE DIVISION (CCD) The Consumer Care Division (CCD) — that deals with pure FMCG products is a result of the merger between the personal care products division and the healthcare products division. oral care.
began operations as a separate
.Amla Lite Hair Oil .Dabur lal dant manjan .Vatika henna conditioning shampoo .Anmol silky black shampoo .Vatika anti-dandruff shampoo .Dabur red toothpaste .Dabur red gel .Amla hair oil .Vatika Hair Oil -Anmol Sarson Amla
Skin care .Vatika fairness face pack
Hair care shampoo .Anmol sarson amla .Amla Hair Oil .Dabur binaca toothbrush
SUBSIDARIES DABUR FOODS LIMITED (DFL)
Dabur Foods a 100% subsidiary of US $ 3 billion Dabur Group realized the potential of the processed & packaged food industry (4th largest in the world).The various categories under CCD are:
Hair care oil .Vatika hair oil .Gulabari .Anmol natural shine shampoo
Oral care .Amla lite hair oil .
Dabur Nepal Private Ltd. It is responsible for all the actions of Dabur worldwide. the company has developed a unique handling and storage process.E
. Dilmah Tea. Dabur Nepal Limited The guiding force behind Dabur’s Growth and success has been the wealth of nature and its limitless capacity to support life. partnered with Dabur to reach the Indian Market.division in the year 1999. This new company set amidst the verdant greens and the towering mountains of the Himalyan kingdom of Nepal. has established a unique bond of technology and preservation
Dabur International Limited Dabur International Ltd. which ensures the minimum damage and expiries. Dabur Foods has a distribution networkthat covers175 towns and 75 thousand retail outlets making its product available to the consumers across the country at ease. expand Dabur’s resource and product base. it achieves a balance between sales and production. With this overall vision of and to eco-sustenance. Dabur Foods has kept its promise not only to the Indian consumers but to the world by providing them the very best products in packaged food class. African Consumer Care in Nigeria. is the most important subsidiary company of Dabur. To deliver fresh. It established brands in a market where the barrier to accept packaged food is high. Today. And they have constantly taken care to preserve and protect this natural bounty. the company has created a separate channel for retail and food services. and the fledging processed food industry was in a nascent stage in India. Dabur International has 4 step down subsidiaries – Asian Consumer Care in Bangladesh. Dabur Egypt and Weikfield Intl.was set up as an independent group company in 1992. world’s 3rd largest tea brand.A. With a dedicated system and logistics process.
in U. With an understanding on the nuances of food distribution. Realizing the potential in the distribution network.
MARKETING ANALYSIS OF DABUR INDIA LIMITED
branding. b. Each party feels desirable to deal with each other. ‘Marketing’ as the word suggests simply means identifying needs of the customers or in others words ‘to know about the pulse of each & every customer’. ‘A social process by which individuals and groups obtain what they need and want through creating. advertising etc. Marketing involves different functions. It is through these that market is created and managed.’ The following are important elements for a marketing exchange to take place:a.
. The managerial awareness and desire reflected in the consumer orientation for an all-out commitment to the market consideration and marketing operations to the consumer needs has given birth to new operational notion called the ‘Marketing concept’.marketing research. physical handling. e. Transportation. It is a set of marketing tools that the firm uses to pursue its marketing objectives in the target market. packaging. channels of distribution. c. Marketing mix includes the following activities -product planning. displays. The above list of marketing mix elements was reclassified by McCarthy into four categories popularly known as four P’s of marketing -: product.Buyer and Seller. place and promotion. product planning. Each party is capable of communication and delivery.
MARKETING MIX Marketing mix refers to the ingredients or the tools or the variables which the marketeer mixes in order to interact with a market. offering and freely exchanging products & services of value with others. Both parties must have something viewed valuable by each other. It can be a wholesale market & Retail market. These functions helps the firm to realize its profit goal by actualizing potential exchanges with the customers. warehousing. buying and assembling. d.CONCEPT OF MARKETING ‘Market in common language is a place where business is conducted or in other words where goods and services are exchanged. promotion & selling. Presence of at least two parties. packaging. price. All the activities listed above create what a marketeer offers to the market. pricing. Both parties are free to accept or reject the offer. The term market is used in variety of contexts. storage.
PRODUCT Product mix Packaging Labeling Product quality Branding PRICE Price methods Pricing strategies Price policy Price changes
PLACE Channel strategy Intermediaries Channel conflict Channel selection Physical distribution PROMOTION Promotion mix Advertising Sales promotion Personal selling Publicity Public relations
4 P’S OF
DABUR INDIA LIMITED
Dabur brands are broadly divided in to six categories:1) 2) 3) 4) 5) 6) Health Care Personal Care Home Care Ayurvedic Specialities Foods Guar Gum
HEALTH CARE PRODUCTS Dabur Chyawanprash and Chyawanshakti
. its offerings become many. K. disinfectant cleaner and kitchen cleaner under ‘Dazzl’ brand. especially the aspiring and affluent Indian household categories. the firm becomes a multi product firm. Dabur’s diverse product range is today manufactured in 9 manufacturing facilities within India and 5 other worldwide. Burman started a small pharmacy in Calcutta in 1884 where he launched his mission of providing health care products. baby care & other different types of Home & Personal care products along with food and digestive products. Recently two new products. Dabur's Ayurvedic Specialities Division has over 260 medicines for treating a range of ailments and body conditions-from common cold to chronic paralysis. But now it has a bigger portfolio of products of variety of brands like hair care.PRODUCT The product is the physical good or service offered to the consumer. S. When a firm introduces a number of products over time gradually. Further the company can increase the depth of an item in the line by adding new variants. S. That is. For example Dabur has added different flavours like orange and lime to its Glucon D. health care. Dabur’s product portfolio has been systematically overhauled through re-launches and brand extensions. All these launches of new kinds of products will help the company to capture the potential market arising from the growing needs of the fast expanding market. Burman) India Limited started with only few ayurvedic medicines. Which was later made a full fledged company Dabur (Dr. The product is the most visible element of the marketing mix. Dr. Similarly. skin care and home care. even as fresh forays have been made into new categories such as hair. K. Over the past two years.
Dabur Chyawanprash has anti-oxidant properties & strengthens your body's internal defense mechanism. texture. and aroma.
HOME CARE PRODUCTS Odomos
. Absolutely pure. natural and with no artificial preservatives. With the finest flavor. Thereby protecting you from everyday infections. Dabur honey adds health and good taste to your food table. the immune system. The purest golden honey collected from freshly harvested beehives. cold & stress etc.
Dabur Glucon D It's a ready
source of energy to fight tiredness and refresh you instantly
Dabur Honey Health Ka Meetha Meetha Raaz. right down to the last drop. cough. additives or sweeteners.
It is an effective and economical dish washing product containing ‘feldspar’.It is a effective mosquito repellent and safe for the skin.
It is a range of perfumed air fresheners.
PERSONAL CARE PRODUCTS HAIR OILS Dabur Amla Hair Oil Dabur Amla Hair Oil contains natural extracts from “Amla” which is good for hair. available in forms of block and aerosol forms.
Sanifresh Sanifresh is a specialist toilet cleaner that comes with a guaranteed germ kill formula.
Shikakai and Almonds Green
Vatika Anti-dandruff Shampoo
It is a naturall shampoo fighting dandruff problems in a better way without and side-effects as in case of chemical shampoos.
Dabur Anmol Sarson Amla Hair Oil
It is the oil made from the extracts of Amla and Sunflower seeds.
Vatika Henna Conditioning Shampoo It is a natural shampoo made from herbs like Henna.
Dabur Vatika Hair Oil It is a delicate mix of coconut oil with special hair care herbs.Dabur Amla Lite Hair Oil
Dabur Amla Lite Hair Oil is the non sticky version of Dabur Amla Hair
Vatika Fairness Face pack
It is a ready to use fairness face pack.
Dabur Gulabari Dabur Gulabari Premium Gulab Jal is the extract from fragrant roses.Vatika root strengthening shampoo It is a special shampoo enriched with coconut milk that nourishes hair from the root to the tip and strengthens them.
Dabur Red Toothpaste Toothpast prepared from hebs that fight oral problems like bad breath.
Dabur Lal Dant Manjan
Toothbrush that comes in different variants with different features. toothache and germs.Vatika Saffron Glow Soap The new Vatika soap variant has natural ingredient like Saffron and Sandal.
Meswak is scientifically formulated toothpaste from pure extract of the “miswak plant” the famous toothbrush tree that has been used for centuries.
Babool Toothpaste It is a natural toothpaste containing Ayurvedic and medicinal benefits of Babool tree.The hebal Ayurvedic red toothpowder wich is widely used in the rural areas. that helps keep the teeth strong and the healthy.
Promise Toothpaste This toothpaste contains natural and time tested “clove oil”.
5% Withanoloides. mucolytic. Broncorid syrup has been enriched with Shireesh Chaal. Madhuvaani
Madhuvani is a blend of age-old traditional cough formula Sitopaladi churna with honey. which manifests Anti histaminic.AYURVEDIC SPECIALITIES
General Health Stresscom Stresscom offers Ashwagandha (Withania somnifera) extract capsules standardized to 4. which has a Sodium Cromoglycate like activity. The lipid form enables Stresscom to provide incomparable benefits in various psychosomatic health complaints. anti-inflammatory. expectorant and bronchodilator effect.
Lung Support Broncorid Broncorid is a unique herbal combination of drugs.
Digestive Support Trifgol
which ensures quick absorption and rapid onset of action.
Joint Support Rheumatil – gel Rheumatil gel has a special significance in the management of painful conditions of all small and large joints. Besides a laxative action Trifgol has other multiple health benefits as well. The menstrual modulation activity enables Mensta to be useful in DUB as well as Oligomenorrhoea. Lipistat brings down high cholesterol. Rheumatil is quickly absorbed and relieves joint pain and stiffness. Rheumatil-tab
.Trifgol is an Isabgol based natural fiber laxative. which also contains the goodness of Triphala (Amlaki.
Uterine Support Mensta
Mensta is the first Non Hormonal Menstrual modulator with anti spasmodic activity.
Cardiac Support Lipistat Lipistat offers a potent combination of Ayurvedic herbs to promote Hypolipidemia and to maintain an optimum cardiac function. Hareetaki and Vibheetaki). triglycerides as well as LDL and increases HDL levels in the blood thereby promoting a healthy blood circulation. It contains more than 90% active ingredients and is enriched with Kesar and milk.
. which ensures quick absorption and rapid onset of action. Rheumatil is quickly absorbed and relieves joint pain and stiffness. Tomato.Rheumatil tablet is a potent herbal combination of Anti-arthritic. Mixed Fruit. Mango. Litchi.
Real Fruit Juice
Real juices are prepared from the best quality fruits to ensure consistent quality all round the year. Real juices have nine variants namely. It contains more than 90% active ingredients and is enriched with Kesar and milk. these juices have all the ingredients to keep you happy and healthy. Pineapple and Cranberry. Anti-inflammatory as well as Disease Modifying Anti Rheumatic drugs and has been found very effective in all arthritic problems. Packed with natural goodness of fruits. Orange. Grape.
Rheumatil – oil Rheumatil oil has a special significance in the management of painful conditions of all small and large joints.
Fruit Veggie range: Beetroot-Carrot Apple
. cholesterol free and sodium-free and also contain all the essential nutrients required for good health. Fruit Juices: Orange Orange Carrot
2. They are thus. The variants in this range of juices are:
Dabur foods have recently launched the fruit-veggie range under the brand of Activ.REAL ACTIV The Real Activ ranges of natural fruit juices are free of any additives and preservatives.
There are four variants of this range available in the market currently namely. summer fruits like watermelon. These drinks are cooling drinks which help you to beat the summer heat by cooling you from inside and maintaining the body water level. green mango. Coolers are drinks of cooling fruits. pomegranate and Jamun.COOLERS These fruit drinks/juices are the latest addition to the kitty of Dabur Foods Limited. ----Watermelon Pomegranate Aampanna Jamoon
Homemade Ginger-Garlic Pastes -.salads etc.Homemade Coconut Milk -.
Dabur Lemoneez makes sure they don’t pinch the customers wallet. These include: -.
LEMONEEZ No matter how expensive lemons get.Homemade Soups -. Priced at very reasonable prices for the natural juices of 30 handpicked lemons.It can be used in various ingredients like pizzas .
HOMMADE Dabur Foods has launched a couple of products under the Homemade brand portfolio.Homemade Tomato Puree
Hommade Ginger-Garlic Paste
.This is a hot fiery sauce which is made from pepper and chilli .
Homemade Coconut Milk:
Homemade Tomato Puree:
aittan. and help him/her stay ahead. plays a dual role in the all-round growth of infants. which contains the properties of time tested herbs. an Ayurvedic medicine. vomitting etc. Dabur Janma Ghunti also helps in the growth process by expelling intestinal worms and toning up the digestive system of the infant with the goodness of traditional Ayurvedic ingredients like Anjeer.Baby Care Dabur Lal Tail Dabur Lal Tail is a natural Ayurvedic baby massage oil.
. These strengthen the baby's bones and muscles. It's regular use ensures that teething causes no problems for your baby.
Dabur Gripe Water Dabur Gripe Water contains ingredients like Sarjikakshara and Mishreya tail. Ajwain etc. diarrhoea. It acts as an effective remedy for stomach ailments arising out of teething such as flatulence. indigestion and acidity. constipation. which are very useful in guarding your baby against common stomach problems like afara. It is useful for flabby. dry skin and wrinkles occurring during rickets. Kishmish.
Dabur Janma Ghunti Dabur Janma Ghunti.
It is a mix of Indian culinary herbs.
EXPANDING PRODUCT PORTFOLIO Dabur’s pioneering efforts to develop techniques to bring natural branded products to India’s people gradually had an impact on their entire portfolio of brands. Completely natural. And reinforced with the extra goodness of mint (pudina) for instant action against conditions of flatulence. Dabur looks to exploit other growth opportunities by renewing its products and entering into new segments.for quick relief from gas and acidity.Digestives Hajmola It is originally a Ayurvedic digestive medicine.
Hingoli It is a Ayurvedic medicine to stimulate digestion and relieve from gas. Hajmola is the market leader with 75% share of digestive tablets segment in India.
. which was first to be branded as a product. gas and indigestion. spices and edible salts. herbal and safe. Still. Pudin Hara Dabur Pudin Hara gives quick relief from stomachache.
Pudin Hara G Dabur's Pudin Hara G . Pudin Hara is completely natural and safe. Its is a trusted fast action remedy for stomach disorders.
We plan to introduce products in the hair care.
Market Share of Dabur Dabur India Ltd. and body skincare range under a different brand name. “We are looking at launching a completely new skincare line with products such as cleansing lotion. Leader in herbal digestives with 90% market share
. Dabur is also extending its Gulabari rose water brand to launch lotions.S. it will launch Vatika hair conditioner in the next few days. is India’s third largest fast moving consumer goods company by sales. “The male grooming market in India has less momentum and is an interesting segment. a top official said. Dabur’s new strategic focus is to go beyond fruit juices. For instance. it is also revamping its existing personal care portfolio by repackaging and adding new product lines. They are looking forward to enter the processed foods. plans to double its revenues in two years by ramping up its product range and launching new categories of food and personal care merchandise. Some of their achievements are
Strategic positioning of Honey as food product. and other hair care products such as gels and creams would follow suit. skincare and ready-to-eat products to widen its consumer base. The company will soon introduce male grooming.” Sitaram said. deodorant and skincare range for male care. cold creams and face freshener sprays. In the past one year. fruit-based milk or yogurt and ready-to-cook and ready-to-eat market under a different brand name.” said V. While Dabur intends to aggressively enter new segments. Sitaram. anti-ageing solutions. the company has relaunched almost 60% of its products and introduced 10 new items such as Dazzle surface cleaner and health drink Chyawan Junior. leading to market leadership (over 40%) in branded honey market Dabur Chyawanprash the largest selling Ayurvedic medicine with over 65% market share.Dabur India Ltd. executive director of the consumer care division at Dabur.
digestive candy with a punch Pudin Hara/ Pudin Hara-G . Africa.health tonic. the European Union and America. Today Dabur’s products are available for people in more than 50 countries across the world. helping them move towards a healthy. South-East Asia. The international range of Dabur includes:Health Care Product Range Chyawanprash . marked with quality and trust gained through more than 100 years of experience. Dabur’s products are available in the markets of the Middle East.strengthening bones & muscles
. immune stimulator Hajmola.tangy digestive aid.restorative Lal Tail . natural and holistic lifestyle.instant relief from stomach disorders Dabur Balm . appetite stimulant Hajmola candy .
Hajmola tablets in command with 75% market share of digestive tablets category Dabur Lal Tail tops baby massage oil market with 35% of total share
Exports Dabur India Limited is a leader in manufacturing and marketing herbal.Baby massage oil .quick-action pain reliever Restora . nature-based products.
general tonic Nature Care Punarnava . internal cleanser Nature Care Ashwagandha / Stresscom .deep cleansing and toning Natural Aloe Vera Soap .regulating blood pressure.aiding bowel function Nature Care CleanNClear / GreNeem .freshening and soothing the skin Gulabari (Premium Rose water) .Extra nourishing baby massage oil Lavan Bhaskar Churan .useful for stomach ailments Sitopladi Churan .relief for arthritis.supports immunity & builds body resistance Skin Care Product Range Natural Sandalwood Soap .helps maintain healthy liver functioning Nature Care Picrorrhiza .itch reliever Ring Ring .Honitus syrup . blood purifier Nature Care Boswellia .blood sugar regulator Nature Care Forskohlin .improves brain functions Nature Care Arjuna .aids renal functioning Nature Care Guggulu .immunomodulator.smooth joint functioning Nature Care Gymnema .immune stimulator. joint pains Itch Care .supports liver metabolism Nature Care Shankha Pushpi .controls blood cholestrol Nature Care Gotu Kola .Useful for indigestion & loss of apetite Hingwastak Churan .anti-bacterial & anti-inflammatory action
.refreshing daylong fragrance Natural Neem Soap .natural recipe for younger looking glowing skin Vatika Fairness Face Pack enriched with the goodness of natural ingredients giving your skin radiant fairness Oral Care Product Range Dabur Neem Toothpaste .treats cough & cold Herbal Supplements Range Nature Care Isabgol .cough syrup Rheumatil gel .skin toner and refreshing fragrance Boroglow .helps maintain proper cardiac functions Nature Care Phyllanthus .back pain reliever Baby Olive Oil .relief from ring worms Back Aid .liver protection Nature Care Triphla .skin care.non-sticky Ayurvedic Anti-septic cream Gulabari Face Pack .maintains smooth functioning of nervous system Nature Care Shatavari .strengthens hepatic functionas and digestion Nature Care Kutkin and Silymarin . hypertension Nature Care new Livfit Vegecaps .soft and supple skin Natural Beauty Soap .maintaining psychosomatic equilibrium Nature Care Shilajit .
for strong hair with full body Dabur Amla Lite Hair Oil .fine flavor of 100% pure honey Real Fruit Juice .easy-to-blend flavor of cardamoms Glucose D . removing plaque Dabur Clove Toothpaste .pure coconut oil enriched with Vitamin E Dabur Shampoo Range Dabur Vatika Anti-dandruff Shampoo .thick first pressing extract of coconuts Capsico Red Pepper Sauce .refresher.for Oily Hair Dabur Vatika Henna Conditioning Shampoo.for nourishment and lightness Dabur Vatika Hair Oil .for normal hair Food Product Range Honey .pure fruit juices with no added sugar or preservatives Hommade Cooking Pastes .for balanced and appropriate conditioning Dabur Vatika Nourishing Hair Conditioner .herbal combination for strong teeth & healthy gums Hair Care Product Range Dabur Hair Oil Range Dabur Amla Hair Oil .fresh fruit juices reinforced with nutrients Real Activ .premium coconut hair oil enriched with henna.thick & grainy cooking pastes for the right flavor Coconut milk .natural lemon juice from fresh-picked lemons Cardamom Extract .for dry hair Dabur Vatika Nourishing Cream Shampoo . extra-hot sauce from the best red peppers Lemoneez .fine mustard oil from the best mustards
. amla and lemon Dabur Special Hair Oil .herbal oil for healthy & lustrous hair Dabur Jasmine Hair Oil .for oily hair Dabur Vatika Gentle Cleansing Shampoo .tangy.with delicate natural fragrance of jasmines Dabur Anmol Coconut Oil .Dabur Basil Toothpaste .analgesic action & fighting cavities Dabur Red Toothpowder .herbal combination for strong teeth & healthy gums Dabur Red Toothpaste .for natural dandruff control Dabur Vatika Body & Bounce Shampoo .extra-refined supplement with Vitamin D & calcium Mustard Oil .
. Cost 2. but growing completely. There are two types of cost variable cost and fixed cost. Price is a crucial determinant of the fact whether the exchange between the buyer and seller should materialize or not. Over the last two years. Dabur is today seen as far more proactive in the market. COST
One of the most important factor to take care while pricing is the cost costs set the floor for pricing decisions. Dabur is now an external oriented company. Dabur has maintained its operating margins through judicious price hikes across products and reduction in pack sizes. Across the whole organization the company have one definition of winning. The entire product portfolio is also tweaked to include premium offerings such as more variants under almost every category. While pricing the products three main factors should be kept in mind -: 1. and that means not just growing.PRICE Price is normally expressed in monetary terms. It is worth of a product or service in monetary terms. It is important that the price should recover all costs including a fair return for undertaking the marketing effort and risk. consumer demand Pricing Strategies of Dabur Dabur has stepped up the pace of new product launches and is investing ad spend and marketing. like Dabur Vatika Hair Oil is available in 3 different versions . The three main factors affecting the pricing strategies have been discussed below -: I. Competition 3. Price is the value which a buyer passes on to the seller in lieu of the product or service provided.
. 2. But Dabur’s top selected competitors are:1. 3. CONSUMER DEMAND
Dabur learned that the majority of Indian population tends to go towards the Indianised natural and herbal products thus they made it their USP. But when there are competitors selling the same or similar products. providing the customers with special products easily. etc. Similarly Dabur India Limited also has many competitors. the pricing freedom is considerably reduced. 5.II. Colgate Palmolive Godrej Industries Marico Ltd. Its price must fall in line with the competitors.
Competition is another important consideration while pricing. When a firm does not face any competition it can enjoy complete freedom in fixing its price. 6. Dabur is efficiently leading the market with this product range. 4. Hindustan Unilever Limited Proctor and Gamble Pepsi co. III.
from here goods reaches to large number of Retailers and it is the duty of Stockiest to take orders from retailers and then supply the goods to them.of product availability. Making the products available to the customers require development of channels of distribution and physical distribution of products. A Diagram explaining the channels of Distribution is given below The above diagram it shows channel of distribution of dabur foods. and higher levels of brand experience. this work is generally done by stockiest salesman through ready stock or by taking orders first and then placing the order. For instance. But before it reaches us it passes through the hands of many middlemen who help it come to you in right time. Its focus is not only to enable easy access to our brands. CHANNELS OF DISTRIBUTION Channels of distribution refers to the path taken by the goods in their movement to the customers. at right place and in right quantity. but also to touch consumers with a three-way convergence .Place in the context of marketing mix refers to a set of decisions that need to be taken in order to make the products available to the customers for purchase and consumption. brand communication. Dabur’s distribution network is recognised as one of its key strengths.
Clearing and forwarding agent (different regions)
. here first the products are manufactured and from Manufacturing plants the packed goods are supplied to Clearing And Forwarding Agents(C&FA) and from here the goods are then further supplied to number of Stockiest or Distributors. the toothpaste we use is manufactured in the factory of a company Dabur. Customer purchases the product from retailers. From here the goods finally reaches to Customers.
The supply chain perspective can help identify superior suppliers and distributors and help them improve productivity. government approval agencies and so on. components and capital equipment). which ultimately brings down the company’s costs. its immediate customers and their end customers. The value network includes valued relations with others such as university researchers. A broader view sees a company at the center of a value network that includes its suppliers. converting them into finished products and dispatching them to the final destinations.
C O N S U M E R S
Supply Chain Management Supply chain management starts before physical distribution: it involves procuring the right inputs (raw materials.
so company has nothing to do in building the relationship with them. Here C&FA keep or stock the goods with them.
. Their work is to place the products in the market and take order from retailers and then supply goods to them.
STOCKIEST OR DISTRIBUTORS Stockiest store the products in their godowns. they are known as stockiest sales man. They charge Dabur for stocking the good and even Dabur don’t mind doing so as it is a measure of cost cutting as well as there is no need for gowdowns and maintenance. Clearing and Forwarding Agents is a third party and Dabur gives contract to them.MANUFACTURING PLANT Dabur Foods has Number of products in its product line but its main area of interest or the product on which they concentrate the most is Real Juice & Coolers. Sales man either take ready stock with them or they first take orders and then supply goods later on. C&FA supplies the goods to them as per their order. Dabur has its manufacturing plant at Nepal and at Jaipur where juice is manufactured and tested. Stockiest has some sales men working under him. PROCUREMENT & TRANSPORT • • • Getting the raw material and packaging material requirement from the production unit in charge Constant updates on the procurement of materials and transport details Production details and ingredient content information from the different personnel and coordinating this activity
PACKAGING • Approval and coordination of the supply of packaging material to the production unit
CLEARING AND FORWARDING AGENTA (C&FA) From manufacturing plant the stock is transported or supplied to clearing and forwarding agents.
There is a beat which is a schedule route of sales man.
. Companies’ sales officer keeps a check on the stockiest and monthly report is also prepared which is further analyzed by ASM & ZSM. Merchandising. making products visible. putting banners. pasting posters. means sales man has to daily cover the route as mention in the beat. and seeing that goods are properly placed in the retail outlets is also the duty of stockiest sales man.
. Margin of retailers is always higher than stockiest. the next task of the marketer is to inform potential customer about the product and persuade them to buy the same. and arranging it in more noticeable manner. Retailers are the ones who have direct contact with the customers. priced rightly and is distributed. Dabur Foods has a distribution network that covers 175 towns and 75 thousand retail outlets making its product available to the consumers across the country at ease.
PROMOTION Once the product has been manufactured. Stockiest supplies goods to retailers and tries Persuading retailers to give the brand special displays (using merchandising tools) to get affective brand presence.RETAILERS Retailers are backbone of the company as they are the one who can take the product on new heights or can bring it down to toes.
door-to-door calling. For these purposes. Every major medium is used to deliver these messages. personal letters on other methods”. There are different promotional activities like-: Advertising. telemarketing. sales promotion is one of the four aspects of promotion. the Internet and billboards. video games. personal selling. Dabur has created the huge brand image and a vast product following by associating mega-names like Amitabh Bachchan.The promotion element of marketing mix is concerned with activities that are undertaken to communicate with both customers and participants in the channel of distribution such that sales goals are realized. newspapers. Many advertisements are designed to generate increased consumption of those products and services through the creation and reinforcement of "brand image" and "brand loyalty". Sales promotion. 150 crore just on the advertising of Real “Fruit Juice” and “Real Active”. trade promotion. Vivek Oberoi. cinema. including television. and publicity/public relations. but one of the most convenient and effective one that most of the industries uses is the Advertising and Sales Promotion. So far the company has been successful in this mission as the people now know the brand and ask for its products by name. a free-sample campaign. (The other three parts of the promotional mix are advertising. In marketing. radio.
Advertising Advertising is a form of communication that typically attempts to persuade potential customers to purchase or to consume more of a particular brand of product or service. Dabur invested Rs. Rani Mukhurjee. arranging demonstrations or exhibitions. increased PR activity. It may include an advertising campaign. Mandira Bedi etc. setting up competitions with attractive prizes.
Sales promotion “An activity designed to boost the sales of a product or service. offering free gifts or trading stamps. temporary price reductions.) Sales
. personal selling etc. magazines. advertisements sometimes embed their persuasive message with factual information. Advertising is often placed by an advertising agency on behalf of a company or other organization.
Sales promotion involves short-term incentives to encourage buyers to purchase a product. Sales promotion can be directed at:• The ultimate consumer (a “pull strategy” encouraging purchase) • The distribution channel (a “push strategy” encouraging the channels to stock the product). sales promotion is about “action”. More than any other element of the promotional mix. This will result in loss of profit for the company. This is usually known as “selling into the trade”
SALES PROMOTIONAL TOOLS OF DABUR FOODS • • • • • • • • • • • • Price promotions Coupons Gift with purchase Competitions and prizes Money refunds Point-of-sale displays Free samples Contest /demos Festival Sales Retailer coupons Multi-packs Special price for twos
.promotions are non-personal promotional efforts that are designed to have an immediate impact on sales. If used too often however. sales promotion can create a situation where consumers will not buy unless there is a bonus offer. It is not designed to be informative – a role which advertising is much better suited to. It is about stimulating customers to buy a product. It's aim is to encourage immediate purchase of a product.
. Higher Margins: Tries to give higher margins to stockiest so that they don’t loose interest in the product and can earn good profits after meeting all the expenses.• • • • • • • • • • • • •
Allowances for additional shelf space Merchandising Sales contest Incentives Awards & prizes Premium gifts Sales Meetings Samples/product sampling Trade Fairs & exhibitions Contests & Sweepstakes Exchange Offers/buyback Refund / Rebate Price / Bonus Packs PROMOTIONAL SCHEMES USED FOR STOCKIESTS
Encourage stockiest to participate in displays and sales contests. like free holiday to the family etc. like conducting a sampling activity. Subsidy for Promotion Budget: Company gives subsidy to the stockiest. Sales Contests: Sales contest are held annually and which ever stockiest has the best sales record a prize is given to him. who spend some money on the promotional schemes. Allowances: Special allowances are given to both stockiest and stockiest sales man if they achieve their monthly target. Danglers and Posters: Company gives posters and danglers to stockiest which are further pasted and distributed by stockiest sales man.
a training workshop is organized by the company for stockiest sales man so that they don’t face any problem while placing their products and taking orders from retailers. Buyback: Dabur foods has a scheme of replacement of products which gets expired. Free danglers and posters for publicity.
Training: Special Training is given to Stockiest Sales Man. Fun Trip: A zone wise fully paid fun trip is organized by the company for all the stockiest once a year. Annual Gathering: All the stockiest meet under one roof at least once a year and then the stockiest whose performance was best in term of sales is awarded. Special Trade Schemes: Special trade schemes like two SKU free with the 12 SKU.
. Company gives free samples & gifts to stockiest and their sales man.
PROMOTIONAL SCHEMES USED FOR RETAILERS Trade allowances: Short term incentives are offered to induce a retailer to stock up more dabur products. Gathering While Launch of New Products: All the stockiest and their sales man gather when there is a launch of a new product.
Point-of-purchase displays: Extra sales tools given to retailers by dabur to boost sales.
. Higher Margins: Retailer has the highest margins and dabur foods also have the same criteria. Free samples: Dabur foods gives free samples are given to retailers so that they can try that product if the product is new. An extra commission paid to retail employees to push products. posters. fridge are given by retailers.
Dealer loader: An incentive given to induce a retailer to purchase and display the products of dabur. Demos: Special demos are given to retailers and even some stands. Trade contest: A contest to reward retailers those sells the most product of dabur foods and after a specific period they are rewarded. banners etc helps in promoting sales. or gives some discounts. like danglers. Push money: Also known as "spiffs". and retailer can further sell the dabur product to consumer at discount keeping his margin safe. like 1% cash discounts if payment is made in cash. Allowances for additional shelf space: Company as such does not pay anything to retailer but gives some additional benefits for giving them shelf space which is visible to customer when ever they enter the shop. Retailer Coupons: Dabur gives some coupons like free lunch for family etc if the retailer buys and sells a specific amount of products. Discount Sales: Some special discounts are given to retailers from time to time. This kind of practice dabur hardly follows.
signs. Free goods: Dabur gives free goods on the purchase of specific number of goods. these activities are generally at the place where footfall is very high. Displays: Dabur tries to give special displays to the retailers. banners. so that they can display their products on that. etc. Bonus Packs: Time to time dabur gives bonus packs to retailers like buy 10 get 2 free with that. posters. sometimes gifts etc. Cash Rebate: Generally cash rebate is given by stockiest if retailer makes the payment in cash at the time of purchase. Product sampling: Dabur organizes sampling activities for its products which are new.
Merchandising Allowances: Allowances are given to Stockiest sales man for merchandising dabur products. streamers.
. Point-of-Purchase Material: POP material is available in the form of stickers. When ever the Stockiest sales man goes to take orders then he also merchandises dabur products. displays. put up inside and outside the stores & other possible purchase locations. like sometime price discounts. Trade Allowance: Dabur comes with different types of trade discounts from time to time.
On-shelf coupons: Coupons are present at the shelf where the product is available. 25 percent extra). Loss leader: Dabur foods temporarily reduce the price of its popular product in order to stimulate other profitable sales. Rebates: Consumers are offered money back. dabur keeps a special check on the displays and merchandising of dabur products. spoon etc. Price-pack deal: The packaging offers a consumer a certain percentage more of the product for the same price (for example. Contests/sweepstakes/games: if a customer wins some game or contest at the time of sampling activities then they are given a discount coupon of products of dabur foods. Point-of-sale displays: Displays helps the consumer easily recognize their products.
Gift with purchase: Dabur foods gives gift items with purchase like a glass.PROMOTIONAL SCHEMES USED FOR CONSUMERS Price deal: A temporary reduction in the price is given to consumer during some festival session by dabur foods. rebate at different point of time. Sampling Activities: Dabur organizes different sampling actives at different retail outlets. Money Refunds: Customer can claim for refund of money if they face some problem with the product. Coupons: Dabur foods gives coupons during different sampling activities to consumers and it have become a standard mechanism for sales promotions.
and improve operational efficiencies by leveraging technology. efficacious. Customer feedback: dabur foods consider its customer most important and in case of any complaint by customer the foods department will leave all its important work and will contact the customer. Build a platform to enable Dabur to become a global ayurvedic leader.
Provide the consumers with innovative products within easy reach.
Be the preferred company to meet the health and personal grooming needs of their target consumers with safe. To do this. Contact points: Customer can contact dabur foods by writing the mail or letter on the addresses given at the back of dabur products. Multi-packs: Dabur foods has some products in multiple packaging which are comparatively priced lower to the products sold in a single pack. making it easier for customers to know about product line and choose the best out of that.
THE PATH AHEAD Dabur intends to significantly accelerate profitable growth. Festival Sales: Dabur foods come out with some special offers during festival seasons like buy one get one free. or even they can call and visit the dabur web site. within and outside India.
. Trade Fairs & exhibitions: Here dabur foods displays all range of its products. Dabur will:
Focus on growing their core brands across categories. reaching out to new geographies. natural solutions by synthesizing our deep knowledge of ayurveda and herbs with modern science.
Contest /demos: There are different contests where customers play games and win contests.
to the shareholders. developing and retaining quality personnel. Provide superior returns.
Be a professionally managed employer of choice.
Be responsible citizens with a commitment to environmental protection. attracting. relative to their peer group.
DABUR’S SOCIAL INITIATIVES
Sundesh started with Health Care and today its activities have diversified into various other projects like education. Sundesh is executing various integrated rural development projects in the villages of Ghaziabad and Gautam Budh Nagar Districts (Uttar Pradesh) in India. Education and other socio economic activities. veterinary services and income generation activities. SUNDESH is associated with the following activities Education Health Care Self Help Groups (Micro Credit Society) Income Generation Veterinary Services
. The enthusiastic volunteers support the society in implementing various projects in the rural areas through their consistent efforts. Pradip Burman is the Founder Chairman. Sundesh is majorly involved in Health Care. Mr.Sustainable Development Society (Sundesh)
Sundesh is a non – profit organization engaged in carrying out welfare activities with the aim of improving the quality of life of the people in rural areas. These projects were implemented after the need assessment survey of the rural community.
indicates that the company is also loyal towards the society. policies. and all such social responsibilities are very necessary to build a strong customer base and brand loyalty
. we can conclude that the company is excellent on all the fronts. we continue to be a trusted friend of Nepal:
Set up social welfare schemes to develop infrastructure facilities in health and education sectors
Promote cultural events to give a boost to Nepalese art
Sponsor and support sporting events to help build up Nepal's presence in the world of sports. The company’s different projects like Sundesh and its social initiatives in Nepal etc. Dabur Nepal has been an active member of the socio-economic development of Nepal. but also set in place social programmes that help local communities. its marketing strategies. We have not only established some benchmark facilities in production and scientific research.e. Through our initiatives. After going into all its aspects i.Since its inception in 1992.
CONCLUSION It was really a very great experience to study this FMCG company “Dabur India Limited”. pricing strategies etc.
Websites www.com www. in all age groups. across all social boundaries. And this legacy has helped them develop a bond of trust with our consumers.wikipedia. That guarantees us the best in all products carrying the Dabur name.dabur.org
.Through its comprehensive range of products it touches the lives of all consumers.