Professional Documents
Culture Documents
ON
DISTRIBUTION CHANNEL RELATIONSHIP – A STUDY OF SALES PROMOTION TOOLS IN
DABUR INDIA
I, hereby declare that this project on “DISTRIBUTION CHANNEL RELATIONSHIP- A STUDY OF SALES
PROMOTION TOOLS IN DABUR INDIA” has been written and prepared by me during the academic year
2013-14.
I also declare that this project is the result of my own effort but with little bit of help from various media
resources and has not been submitted to any other institution for the award of any Degree or Diploma.
partial fulfillment of the requirement for the award of the degree of Bachelor Of Business Administration
from Maharaja Agrasen Institute of Management Studies, Delhi, under my guidance & direction. To the
best of my knowledge and belief the data & information presented by her in the project has not been
submitted earlier.
(PRADEEP KUMAR )
PREFACE
Dabur India Limited is the fourth largest FMCG company in India with
revenue of Rs 4110 crore & market capitalization of Rs 20,000 crore.
Building on a legacy of quality and experience of over 125 years, dabur
operate in consumer product categories like hair care, oral care, health
care, skin care, home care & food.
In order to gather the most appropriate and accurate data survey was
conducted in various location and markets in GURGAON. The data was
assimilated with the help of a questionnaire aimed and designed to
extract the most correct and conclusive information.
The consumers were requested to fill the questionnaire and were also
asked various other relevant questions revealing detailed information
apart from that in the questionnaire.
The survey was conducted successfully and its findings have been studied,
analyzed and have led to a conclusion, included in the report, which could
prove to be fruitful for the project.
TABLE OF CONTENTS
1. Executive Summary
2. Introduction
Corporate Philosophy
Corporate Objective
Over The Years
3. Social Issues
Joint Ventures
Subsidiaries
Towards Green Tomorrow
Protection For And From Nature
The People
Scientific Network and Affiliations
Research Areas
□ Ayurvedic Research
□ Phytopharmaceuticals
□ Agronomy
□ Analytical Research
□ Food Research
5. Timeline
6. Products
Healthcare Products
Ayurvedic Healthcare Products
Digestives
Childcare Products
Familycare Products
Oralcare Products
Ayurvedic Specialities
Pharmaceuticals
Foods
7. Research Methodology
Sample Design
Research Approach
Research Instruments
Contact Method
Data Interpretation
Limitations
9 Billion-Rupee brands:
Dabur Amla, Dabur Chyawanprash, Vatika hair care, Real fruit juice,
Dabur Red Toothpaste, Dabur Lal Dant Manjan, Babool, Hajmola
and Dabur Honey.
Strategic positioning of Honey as food product, leading to market
Leadership (over 75%) in branded honey market.
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 in command with 60% market share of digestive tablets
category. About 2.5 crore Hajmola tablets are consumed in India every
day.
Leader in herbal digestives with 90% market share.
Has more than 300 products sold through prescriptions as well as over
the counter.
Major categories in traditional formulations include:
- Ras Ramayana’s
- Asav Arishtas
- Churnas
- Medicated Oils
Proprietary Ayurvedic medicines developed by Dabur include:
- Nature Care Isabgol
- Madhuvaani
- Trifgol
Division also works for promotion of Ayurvedic through organized
community of traditional practitioners and developing fresh batches
of students.
International Business Division (IBD) caters to the health and personal care
needs of customers across different international markets, spanning the Middle
East, North & West Africa, EU and the US with its brands Dabur & Vatika.
Dabur India Limited is one of the leading consumer goods company of India
with interests in healthcare, personal care and foods. For more than a century
Dabur has worked in active collaboration with nature to provide the best of
herbal health and personal care products to its consumers. Today, Dabur is all
set to take this abundant knowledge of Ayurvedic to global frontiers.
Dabur India Limited is the fourth largest FMCG Company in India with
interests in Health care, Personal care, Home care and Food products. Building
on a legacy of quality and experience for over 125 years, today Dabur has a
revenue of Rs. 4111 crore with powerful brands like Dabur Alma, Dabur
Chyawanprash, Vatika, Hajmola & Real.
CORPORATE PHILOSOPHY:
Knowledge is the key to growth in today's world. Whatever the industry, it is the
knowledge, which provides cutting edge to individual and organizations. For
more than a century nature has been a rich source of knowledge for Dabur.
Nature has not only given us the ingredients for all our products but has also
taught us how to create a harmony within and without the organization. Nature
has inspired us in all our acts. Ayurvedic - the science of life is based on
principles of nature. All Ayurvedic preparations have their ingredients derived
from Nature. Dabur has converted the healing properties of natural ingredients
and the age-old knowledge of Ayurveda into contemporary healthcare products
to alleviate health problems of its consumers.
Dabur is committed to expand the reach of this age-old knowledge of Ayurveda
and Nature through web. Through web, they aim to overcome the physical
boundaries to take Ayurvedic way of life to global frontiers.
VISION:
Dabur is a company with a set of established business values, which direct its
functioning as well as all its operations. In this, Dabur is guided by the words
of its founder Dr. S K Burman "What is that life worth that cannot give
comfort to others." The company offers its consumers, products to suit their
needs and give them good value for money. The company is committed to
follow the ethical practices in doing business. At Dabur, Nature acts as not
only the source of raw material but also an inspiration and the company is
committed to protect the ecological balance..
MISSION
With a basket including personal care, health care and food products, Dabur
India Limited has set up subsidiary Group Companies across the world that
can manage its businesses more efficiently.
Given the vast range of products, sourcing, production and marketing have
been divested to the group companies that conduct their operations
independently:
AT A GLANCE
2009
abur Red Toothpaste joins 'Billion Rupee Brand' club
1884 -
Dr. S K Burman lays the foundation of what is today known as Dabur India
Limited. Starting from a small shop in Calcutta, he began a direct mailing
system to send his medicines to even the smallest of villages in Bengal. The
brand name Dabur is derived from the words 'Da' for Daktar or doctor and 'bur'
from Burman.
1896 -
As the demand for Dabur products grows, Dr. Burman feels the need for mass
production of some of his medicines. He sets up a small manufacturing plant
at Garhia near Calcutta.
1900s -
The next generation of Burmans takes a conscious decision to enter the
Ayurvedic medicines market, as they believe that it is only through Ayurveda
that the healthcare needs of poor Indians can be met.
1919 -
The search for processes to suit mass production of Ayurvedic medicines
without compromising on basic Ayurvedic principles leads to the setting up of
the first Research & Development laboratory at Dabur. This initiates a
painstaking study of Ayurvedic medicines as mentioned in age-old scriptures,
their manufacturing processes and how to utilize modern equipment to
manufacture these medicines without reducing the efficacy of these drugs.
1920s -
A manufacturing facility for Ayurvedic Medicines is set up at Narendrapur and
Daburgram. Dabur expands its distribution network to Bihar and the north-
east.
1936 -
Dabur India (Dr. S K Burman) Pvt. Ltd. is incorporated.
1940 -
Dabur diversifies into personal care products with the launch of its Dabur
Amla Hair Oil. This perfumed heavy hair oil catches the imagination of the
common man and film stars alike and becomes the largest hair oil brand in
India.
1949 -
Dabur Chyawanprash is launched in a tin pack and becomes the first branded
Chyawanprash of India.
1956 -
Dabur buys its first computer. Accounts and stock keeping are one of first
operations to be computerized.
1970 -
Dabur expands its personal care portfolio by adding oral care products. Dabur
Lal Dant Manjan is launched and captures the Indian rural market.
1972 -
Dabur shifts base to Delhi from Calcutta. Starts production from a hired
manufacturing facility at Faridabad.
1978 -
Dabur launches the Hajmola tablet. This is the first time that a classical
Ayurvedic medicine is branded - from Shudhabardhak bati to Hajmola tablet.
1979 -
The Dabur Research Foundation (DRF), an independent company, is set up to
spearhead Dabur's multi-faceted research.
1979-
Commercial production starts at Sahibabad. This is one of the largest and
most modern production facilities for Ayurvedic medicines in India at this time.
1984 -
The Dabur brand turns 100 but is young enough to experiment with new
offerings in the market.
1986 -
Dabur becomes a public limited company through reverse merger with
Vidogum Limited, and is re-christened Dabur India Limited.
1989 -
Hajmola Candy is launched and captures the imagination of children and
establishes a large market share.
1992 -
Dabur enters into a joint venture with Agrolimen of Spain for manufacturing
and marketing confectionery items such as bubble gums in India.
1993 -
Dabur sets up the oncology formulation plant at Baddi, Himachal Pradesh.
1994 -
Dabur India Limited comes out with its first public issue. The Rs.10 share is
issued at a premium of Rs.85 per share. The issue is oversubscribed 21 times.
1994 -
Dabur reorganizes its business with sales and marketing operations being
divided into 3 separate divisions.
1994 -
Dabur enters the oncology (anti-cancer) market with the launch of In axel
(Paclitaxel). Dabur becomes only the second company in the world to launch
this product. The Dabur Research Foundation develops the unique eco-friendly
process of extracting the drug from the leaves of the Asian Yew tree.
1995 -
Dabur enters into a joint venture with Osem of Israel for food and Bong rain
of France for cheese and other dairy products.
1996 -
Dabur launches Real Fruit Juice which heralds the company's entry into the
processed foods market.
1997 -
The Foods division is created, comprising of Real Fruit Juice and Homemade
cooking pastes to form the core of this division's product portfolio.
Project STARS (Strive to Achieve Record Successes) is initiated by the company
to achieve accelerated growth in the coming years. The scope of this project is
strategic, structural and operational changes to enable efficiencies and improve
growth rates.
1998-
The Burman family hands over the reins of the company to professionals. Mr.
Ninu Khanna joins Dabur as the Chief Executive Officer.
2000-
Dabur establishes its market leadership status with a turnover of Rs 1,000
crore. From a small beginning and uploading the values of its founder, dabur
now enters the august league of large corporate business.
2003 -
Dabur India approved the demerge of its pharmaceuticals business from the
FMCG business into a separate company as part of plans to provide greater
focus to both the business. With this, dabur india now largely comprises of the
FMCG business that include personal care product healthcare product and
Ayurvedic specialties. While the pharmaceuticals business would include
Allopathic, Oncology formulations and Bulk druges. Dabur oncology PLC, a
subsidiary of dabur India would also be part of the pharmaceutical business.
2005 -
As part of its inorganic growth strategy, Dabur India acquire Balsara’s Hygiene
and Home products business, a leading provider of oral care and household
care products in the Indian market in a Rs 143 crore all-cash deal.
2005 -
Dabur India announced issued of 1:1 Bonus Share to the shareholders of the
company, i.e. one share for every one share hold. The Board also provided an
increase in the authorized share capital of the company from existing Rs 50
crore to Rs 125 crore.
2006 -
Dabur India crosses the $ 2-billion marks in market capitalization. The
company also adopted US GAAP in line with its commitment to follow global
best practices and adopt highest standard of transparency and governance.
2006 -
Moving forward on the inorganic growth path, dabur India decides to raise up
to $ 200 million from the international market through Bonds, FCCBS, GDR,
ADR, QIRs or any other securities. The capital raised will be used to fund
dabur’s aggressive growth ambitions and acquisition plans in India and
abroad.
2007 -
Dabur foods unveiled the new packaging and design for Real at the completion
of 10 years of the brand the new refined modern look depicts the natural
goodness of the juice from freshly plucked fruits.
2007 -
Dabur India announced its foray into the organized retail business through a
wholly owned subsidiary, H&B stores LTD. Dabur will invest Rs 140 crore by
2010 to establish its presence in the retail market in the India with a chain of
stores on the health & beauty formats.
2007 -
Dabur India decides to merge its wholly-owned subsidiary, dabur foods limited
with it to extract synergies and unlock operational efficiencies. The integration
will also help dabur sharpen focus on the high growth business of foods and
beverage and enter newer product categories in this space.
2008 –
Dabur India acquires Fem care pharma, a leading player in the women’s skin
care market. Besides an entry into the high-growth skin care market with an
establishment brand name FEM, this transaction also offers dabur a categories
and markets.
2009 -
Dabur Red Toothpaste becomes the dabur’s ninth billion rupee brands. Dabur
red toothpaste crosses the billion rupee turnover mark within five years of its
launch.
TECHNOLOGY USED IN DABUR
In Dabur India Limited knowledge and technology are key resources which
have helped the Company achieve higher levels of excellence and efficiency.
Towards this overall goal of technology-driven performance, Dabur is utilizing
Information Technology in a big way. This will help in integrating a vast
distribution system spread all over India and across the world. It will also cut
down costs and increase profitability.
Migration from Baan and Mfg ERP Systems to centralized SAP ERP system
from 1st April 2006 for all business units.
Implementation of a country wide new WAN Infrastructure for running
centralized ERP system.
Setting up of new Data Centre at KCO Head Office.
Extension of Reach System to distributors for capturing Secondary Sales
Data.
Roll out of IT services to new plants and CFAs.
Future Challenges :
"What is that life worth which cannot bring comfort to others", these words of
Dr. S K Burman have inspired generations of Dabur. Keeping these golden
words in mind, Sundesh or the Sustainable Development Society was set up to
carry out welfare activities aimed at improving the quality of life of the rural
people in its area of operation. This society is given complete financial and
managerial support by Dabur India Limited.
In addition to the mobile OPDs, other health services rendered include training
of traditional birth attendants, immunization programmers’ for children,
maintenance of family health records, ante-natal checkups, pulse polio
programmes and health awareness meetings for women on topics such as
family planning, ante-natal care, post-natal care, the importance
of vaccinations, baby care and AIDS prevention.
Dabur India has entered into joint ventures with well established international
firms as well as created subsidiary units that further highlight its business
philosophy of providing the best products to its customers.
SOCIAL ISSUES
JOINT VENTURES:
SUBSIDIARIES :
Dabur has six subsidiary units, which come under the umbrella of the Dabur
India organization. These are:
Dabur Nepal was the first manufacturing base overseas for Dabur group. The
company is today the leading exporter of Nepal and the third largest and most
modern manufacturing base for Dabur. Dabur Nepal is today involved in
promoting cultivation of herbs and apiculture activities in Nepal. The company
has set up state of the art greenhouse at Banepa for developing saplings for 20
medicinal plants. Dabur Nepal has also set up an Apiculture centre for
promoting bee-keeping activity in Nepal and developing queen bees and bee
colonies for exports.
DRF conducts training for harvesting and post harvesting processing of herbs
to ensure the sustainable usage of this natural resource. The Foundation
promotes cultivation and organizes planting materials for selected herbs to
farmers. It imparts training to farmers for cultivation of these medicinal plants,
their drying and proper packaging in roadworthy condition. The foundation
also organizes complete buy back arrangement for these select herbs. This
effort has not only ensured development of a sustainable source of rare herbs
but also has provided an alternative source of income to the farmers.
DRF has developed tissue culture protocols for a number of herbs specially
those of alpine habitat and those diminishing in the nature.
PROTECTION FOR NATURE AND PROTECTION FROM NATURE:
For well over a century, Dabur has worked hand in hand with nature. Drawing
its strength and inspiration from nature's vast resources, Dabur has used
herbs and minerals found in natural form as the ingredient for its products. As
a company, Dabur understands its responsibility to contribute towards
maintaining the ecological balance, and realizes the need to replenish what it
takes from nature. The direct result of this realization has been 'Project Plant
for Life', under which the company has set up tissue culture laboratories, a
state-of-the-art greenhouse and contract cultivation with complete buy back
facilities. This project not only ensures sustainable source of medicinal plants,
but also improves the standard of living of the participating villagers. Since
time immemorial, Dabur has received lots from nature, and it takes pride in
DABUR RESEARCH FOUNDATION
THE PEOPLE:
Herbal health care is an area where Dabur Research Foundation has made
immense contribution by doing research and development work using modern
pharmaceutical protocols. The foundation has been doing clinical trials on
traditional herbal drugs to validate the claims made in.
For a research organization like Dabur Research Foundation, people are its
biggest asset. At DRF, more than 125 scientists are engaged full time in
interdisciplinary R&D of health and personal care products. The foundation
has on its board independent advisors and consultants for guiding the team in
their specific areas. The team of scientists is culled from various disciplines
and includes Ayurvedic doctors, Chemists and phytochemists, botanists,
agronomists, clinical pharmacologists, microbiologists, food technologists, bio-
technologists, oil technologists, oncologists etc.
Scientists at many research institutions, universities and hospitals supplement
the effort of this team of scientists with whom Dabur has networked for
research in the areas of new molecules and drug delivery system.
Dabur Research Foundation is possibly the only of its kind in the country
carrying out research in diverse fields. Today, the scientists at DRF are
pursuing research in more than 10 disciplines.
Dabur Research Foundation has over the years built associations with various
agencies, organizations, Hospitals, Universities Colleges, Public Laboratories
etc. engaged in the Research & Development activities. This network has
helped the foundation in research in the areas of clinical research, reverse
pharmacology of Ayurvedic/ Herbals and novel molecules & new drugs delivery
system.
DRF is also affiliated with various professional bodies, organizations,
Institutions in the country and abroad. Some of the organizations with which
DRF has affiliations are-
DSIR, Government of India
Expert Committee on Herbal Medicines
Bureau of Indian Standards
Expert Committee of United States Pharmacopoeia
DRF conducts training for harvesting and post harvesting processing of herbs
to ensure the sustainable usage of this natural resource. The Foundation
promotes cultivation and organizes planting materials for selected herbs to
farmers. It imparts training to farmers for cultivation of these medicinal plants,
their drying and proper packaging in roadworthy condition. The foundation
also organizes complete buy back arrangement for these select herbs. This
effort has not only ensured development of a sustainable source of rare herbs
but also has provided an alternative source of income to the farmers.
Dabur Research Foundation has improved the extraction procedures of herbs
in a fashion so that to increase the productivity of extracts/isolates and hence
reduce pressure on natural habitats.
DRF has developed tissue culture protocols for a number of herbs specially
those of alpine habitat and those diminishing in the nature.
Drug technical Advisory Board, MOH&FW and Government of India
DRF gave new dimension to Chyawanprash after investigating the goodness
of Chyawanprash in building general immunity. The foundation conducted more
than 12 clinical trials on Chyawanprash to validate its immunomodulation
properties. This research helped Dabur Chyawanprash to reposition it as
herbal immunomodulator that builds you up from deep within.
Dabur Research Foundation developed value-added coconut based hair oil that
experimentally proved to be better than coconut oil alone. Today, that product,
christened Vatika Hair Oil, has created a niche for itself with others trying to
emulate it. Vatika shampoo normal and anti-dandruff are well set to follow in
the footsteps of Vatika Hair Oil.
DRF is the first organization in the world to isolate the anticancer drug,
Paclitaxel, from the leaves of Himalayan Yew Tree using a unique eco-friendly
process without causing any harm to the tree. The Foundation is only the
second organization in world to evolve the technology for isolation of Paclitaxel.
TOXICOLOGY STUDIES:
1990 - Modern analytical lab equipped with HPLC, HPTLC, GLC etc. set up.
1994 - Develops eco-friendly method for extraction of paclitaxel from the leaves
of Asian Yew Tree.
1995 - Develops Vatika Hair Oil that creates a new product category.
PRODUCTS
A vast array of products touching the lives of almost every individual, from an
infant to a grand old man, from poor to rich; that's how the Dabur's range
of health personal care and food products could be best explained. Today
Dabur
trust has travelled beyond the boundaries of India are available in more than
50 countries worldwide. These values for money products have made Dabur a
household name.
Dabur’s health range brings for you a wide selection of Ayurvedic and natural
products that offer complete care for varying individual needs. Our natural
products are derived from the time-tested heritage of ayurveda, and backed by
the most modern scientific test & trials that ensure unfailing quality and safety
in anything you pick.
Health supplement
Oral care
Digestive
Dabur presents a range of Herbal & Ayurvedic Personal Care products, created
to make you look and feel good. Bringing together the gentle touch of nature
and Ayurveda’s wisdom, the range covers categories like Hair, Skin Care and
Baby Care, and is backed by the unfailing quality stamp of Dabur.
Hair care
Fem
Skin care
Dabur Foods set up a separate food service network in 1998 to cater the
institutional segment. This exclusive network partners institution in developing
customized products for them. In turn with the help and facilities of this
network, institution like, hotels, airlines, restaurants, caterers and hospitals
benefits by offering better services to consumers with the market
understanding and research Dabur Foods developed a new brand called
“Nature’s best”, which became the first brand of Dabur Food Services Network.
Real
Active
Burrst
Capsico
Lemoneez
hommade
Dabur India Ltd. has a portfolio of superior products that help take care of
your home. The range of Home care products have been carefully developed to
ensure that your living space not only looks good, but also smells good, all day
long and more importantly, they help keep your family healthy.
Odonil keeps your home fresh and smelling great. Odomos protects your family
from disease causing mosquitoes while Odopic leaves your dishes clean and
smelling fresh. Sanifresh Shine keeps your toilet sparkling clean and free from
germs while our latest innovation Dazzl gives a mirror like shine to your floors,
Kitchen and glass surfaces, while keeping them germ-free.
Dazzl
Odomos
Odonil
Senifresh
Odopic
ACCOLADES:
Accolades 2011-12
Accolades 2010-11
Dabur ranked
Dabur India Chief Dabur ranked among Top
Dabur ranked 182 7th Most
Executive Officer Mr. 10 Best Companies To
in the ET-500 list Respected
Sunil Duggal has been Work For in the
of India Inc's Company in the
ranked among India's Consumer Goods and
Heroes Fast Moving
Most Valuable CEOs Durables sector
Consumer
Dabur ranked 45 Dabur listed
Chyawanprash, among Most among the
Dabur moves up to take
Hajmola, Real chosen Trusted Brands in enterprises that
the 78th spot in the
by Indian consumers India, according to are 'Doing India
Super-100 list, released by
as 'Power Brands Brand Trust Proud' in Limca
Business India
2010-11' Report, India Book Of
Study, 2011 Records 2010
Dabur ranked
as the
organization
Dabur ranked in
that offers the
the Top 100 in
Dabur ranked 200 in best return to Dabur listed among the
Business Today's
the Fortune India 500 investors by enterprises that are
BT 500 list of
list that ranks India's the 6th Social & 'Doing India Proud' in the
India's Most
500 largest Corporate latest issue of Limca Book
Valuable
corporations Governance Of Records
Companies. Dabur
Awards,
was ranked 62
presented by
the Bombay
Stock Exchange
Dabur Amla hair oil Dabur Ranked
Dabur India Ltd Dabur Glucose-D Ace Of
bags India's Top 50 27 in India's
awarded the Best Pace and Vatika Kesh
Marketers Award for Most Valuable
Run Award In Sundari Contest awarded
successfully tapping Brands 2010
Supply Chain by bronze in their respective
the bottom of the list by Brand
SAP categories
pyramid Finance
Dabur Amla
Hair
Oil enters Limc Dabur is Top Green
The Burman family, Dabur ranked 63
a Book Of company in
promoters of in the list of Top
Records for Greenpeace Safe Food
Dabur, ranked 20th in 100 Beauty
hosting longest- Guide version 2.0 for its
Forbes' 'The 100 Companies in the
ever non- responsibility towards the
Richest Indians' list world stop hair GM food issue
massage
marathon
Meswak, Vatika
Dabur Amla,
Almond Hair Oil, Real fruit
Hajmola in 100 Dabur Chairman Dr
Dabur Amla Flower juices &Vatika
Most Trusted Anand Burman amongst
Magic Hair Oil and Hair Oil bag Brands India's Most Powerful
Dabur Reader’s Digest
2010 list. CEOs, placed at No. 41 on
Uveda bag National Trusted Brand
Babool, Real the list
Awards for Excellence Gold Award 2010
also among
in Packaging
trusted brands
Dabur Amla
Dabur Chyawanprash Dabur stock ranke
Hair Oil &
Immune India d 14th in Value
Real voted as Dabur India Ltd ranked
Campaign and Dabur 100 list, a ranking
Most Loved as India's Most Customer
Glucose-D Ace of Pace of attractively-
FMCG Responsive FMCG
bag international priced stocks
Brands with Company
Promotion Marketing of firms with
highest top-of-
Award of Asia 2010 'real' earnings
the-mind recall
Marketing strategies
Until the early 1990s, Dabur, the 100-year old Ayurvedic products
manufacturer, was looked upon as a rather staid company that marketed
herbal and Ayurvedic products.
Dabur Vatika in 1995 brought about a sea change in that perception. Within
six years of its launch, Vatika had become the market leader in the value-
added hair oils segment. Its success pushed Dabur into the league of top
FMCG product companies in India. Dabur Vatika’s success can be attributed to
the company’s differentiated product offering and meticulous brand building
initiatives. The company concentrated on differentiating the brand in all
aspects, right from positioning to packaging. At the time of its launch, Dabur
positioned Vatika as value-added hair oil that contained pure coconut oil
enriched with natural ingredients such as henna, amla (gooseberry), and
lemon. Till then, the hair oil market had been dominated by plain coconut oil
brands with Marico’s flagship brand, Parachute, being the market leader.
• Chyawanprash
The leader in the chyawanprash market in India, Dabur Chyawanprash is one
of the most well known Ayurvedic products in India and abroad. An effective
herbal immunomodulator, Dabur Chyawanprash has the essential goodness
of amla and over 50 other herbs. Dabur has conducted several clinical trials
on
this product which confirm its efficacy as a unique product that strengthens
the body from within.
• Digestives
Hajmola Tablets
• Hajmola Candy
Hajmola Candy in 1989. Since then, the company has added Mango and
• Pudin Hara
• Hingoli
digestion, and is used a lot in Indian cooking. Dabur's Hingoli has all the
The largest baby massage oil in India, it has the goodness of herbs
The largest division in terms of sales, the Family Products Division of Dabur
has in its portfolio hair care and skin care products, oral care and select foods
like honey.
Dabur is the leader in hair care products in India, and has covered almost all
hair oil brand in middle East and Africa. A perfumed heavy hair oil, it is
It is light hair oil that combines the natural hair care properties of lemon and
hibiscus.
• Dabur Vatika -
The fastest growing hair oil brand of India, Vatika has single
The Vatika range also includes a herbal shampoo which has made its mark in
the very first year of its launch in the competitive shampoo market of India.
Gulabari –
Rose water derived from best of Indian roses makes the skin
ORAL CARE:
It is the second largest tooth powder brand of India and the largest in
colored tooth power category. This herbal tooth powder is very popular in rural
parts of India.
Binaca Toothbrushes –
After having acquired this dormant brand a few years back, Dabur
launched toothbrushes under this umbrella. There are plans to launch other
developed by Dabur's own research and development. Dabur has products for
all the 16 categories as defined in the Ayurveda. Some of the leading products
Asav Arishtas –
These are medicated decoctions with self generated alcohol content. Dabur has
a range of over 30 Asav Arishtas. Some of the well known ones include
• Chumas -
These are finely ground medicinal powders used to treat a variety of ailments
• Ras Rasayanas -
Rasayanas. Dabur has a range of more than 50 Ras Rasayans which are used
The oils boiled along with certain prescribed drugs are known as medicated
oils. These oils retain the curative properties of herbs and is used for
PHARMACEUTICALS:
Branded Pharmaceuticals -
It includes a range of natural ethical products like New Livfit, Honitus, Ulgel
• Oncology -
This wide and formidable range includes brands such as Intaxel, Docetaxel and
Topotecan, all of which were manufactured for the first time in India by Dabur.
Little wonder then, that Dabur is the undisputed market leader in this category
in India and has plans to establish itself as a generic oncology player in select
global markets.
Launched over two years back, the Dabur Foods range includes juices under
the brand name Real and cooking pastes under the brand name Hommade. To
give better focus to this division. This division has been carved out as a
Dabur Foods Limited - Dabur Foods Limited, a 100% subsidiary of Dabur India
company, set up in April 1999, is marketing a range of fruit juices under the
brand name Real, Hommade Cooking Paste and Sauces and Lemoneez lemon
juice.
RESEARCH METHODOLOGY
RESEARCH DESIGN:
Passion For Winning: We all are leaders in our area of responsibility, with a
deep commitment to deliver results. We are determined to be the best at doing
what matters most
People Development: People are our most important asset. We add value
through result driven training, and we encourage & reward excellence
Team Work: We work together on the principle of mutual trust & transparency
in a boundary-less organization. We are intellectually honest in advocating
proposals, including recognizing risks
Pharmaceutical Research:
Validation of processes
PHYTOPHARMACEUTICALS:
sources
Extraction technologies
Biotechnology:
ANALYTICAL:
Synthetic Chemistry:
Process development
Technology development and transfer to pilot plant and production
scales
synthetic molecules
Anti-angiogenic screening
Tumor xerography
RESEARCH APPROACH:
Survey approach was chosen for this research work. Survey research is the
best suited for gathering descriptive information company that wants to know
often find out by asking individuals directly. The major advantage of survey
Schedules, which is the most commonly used instrument, was opted for this
research.
CONTACT METHOD:
Personal individual interview method was opted for this research work, as it is
The data thus collected was tabulated, analyzed and interpreted with view to
make the study more meaningful. They were tabulated in manner so that
examine the views of respondents. The use of tables, charts and diagrams had
• The sample size taken is 100, which is not sufficient to represent the entire
universe. The size could not be increased due to time constrained.
• The areas covered were restricted to East and South Delhi only and as such
the results of the surrey are valid for the above said areas.
• All information, which has been collected form, the respondents have been
considered authentic and final.
• Besides all this the report has been on individual attempt and also involves
the human process of interpretation and analysis, so there are chances of
human error.
• Despite repeated proof reading there is a possibility of spelling error of
otherwise which may have been overlooked
SWOT ANALYSIS OF DABUR
SWOT (strengths, weaknesses, opportunities, and threats) analysis is a technique used by the
company to determine its competitive position, to form strategies and plans accordingly, and to
achieve the organizational objective. A SWOT analysis measures internal and external factors, as
well as current and future possibilities.
We have done in-depth research and have developed this SWOT analysis of Dabur for you, have a
look:
STRENGTH
Dabur has a wide variety of products for each age group.
Being a century-old brand, it has a strong brand image in the eyes of customers.
Currently operating in over 60 countries, with 5000 distributors and 3 million outlets.
WEAKNESS
Many unbranded and duplicate products are being sold under the name of Dabur.
Dabur not only has competition from local brands, but also international players like Colgate.
OPPORTUNITIES
The era of modernization and instant food has led to an unhealthy lifestyle, and people are forced
to take ayurvedic medicines and supplements like Chyawanprash, Hajmola, etc.
Dabur products have an equally high demand in foreign markets.
Expansion of the product line and introducing ayurvedic beverages can boost their business.
THREATS
Stiff competition from big MNC’s like ITC, HUL, Patanjali.
With an increasing trend of ayurvedic medicines and supplements, many local brands have also
entered the market.
ANALYSIS & INTERPRETATION
NAME CATEGORY
1 TO 3 4 TO 6 MORE THAN 6
160
140
120
100
80
1 TO 3
60 4 TO 6
MORE THAN 6
40
20
0
VATIKA H&S PANTENE SUNSILK
SHAMPOOS VISIBILITY (piece/retailer)
NAME CATEGORY
1 TO 3 4 TO 6 MORE THAN 6
160
140
120
100
1 TO 3
80 4 TO 6
MORE THAN 6
60
40
20
0
VATIKA H&S PANTENE SUNSILK
TOOTH BRUSHES AVAILIBILITY (piece/retailer)
NAME CATEGORY
1 TO 12 20 30 MORE THAN 30
GLISTER 15 NILL NILL NILL
COLGATE 50 180 100 NILL
PEPSODENT 50 180 70 NILL
ORAL B 30 120 50 100
AQUAFRESH 30 120 50 100
Mostly retailers prefer to stock 20 to 30 pieces of each of the brands. Very few
retailers are there who stock the binaca toothbrushes as compared to the other
toothbrushes.
180
160 1 TO 12
140 20
120 30
100 M. T.30
80
60
40
20
0
GL STER COLGATE PEPSODENT ORAL B AQUAFRESH
TOOTH BRUSHES VISIBILITY(piece/retailer)
NAME CATEGORY
1 TO 12 20 30 MORE THAN 30
GLISTER 15 NILL NILL NILL
COLGATE 50 180 100 NILL
PEPSODENT 50 180 70 NILL
ORAL B 30 120 50 100
AQUAFRESH 30 120 50 100
100
180
160 1 TO 12
140 20
120 30
100 M. T.30
80
60
40
20
0
GLISTER COLGATE PEPSODENT ORAL B AQUAFRESH
COCONUT OILS AVAILIBILITY (piece/retailer)
NAME CATEGORY
1 TO 3 4 TO 6 MORE THAN 6
VATIKA 90 80 60
PARACHUTE 60 140 160
Most of the retailers prefer to stock less pieces of Vatika hair oil in comparison
to the Parachute hair oil.
160
140
120
100
1 TO 3
80
4 TO 6
MORE- 6
60
40
20
0
VATIKA PARACHUTE
COCONUT OILS VISIBILITY (piece/retailer)
NAME CATEGORY
1 TO 3 4 TO 6 MORE THAN 6
VATIKA 90 80 60
PARACHUTE 60 140 160
160
140
120
100
1 TO 3
80
4 TO 6
MORE- 6
60
40
20
0
VATIKA PARACHUTE
Although there are very less number of retailers stocking the tooth powders but
in those who do they prefer to stock the Colgate tooth powder in comparison to
Binaca tooth powder.
TOOTH POWDER AVAILBILITY (piece/retailer)
NAME CATEGORY
1 TO 3 4 TO 6
DABUR LAL DANT MANJAN 7 NILL
COLGATE 10 NILL
10
1 TO 3 4 TO6
5
0
DABUR LAL COLGATE
DANT MANJAN
TOOTH POWDER VISIBILITY (piece/retailer)
NAME CATEGORY
1 TO 3 4 TO 6
10
1 TO 3 4 TO6
5
0
DABUR LAL COLGATE
DANT MANJAN
OILS AVAILABILITY (piece/retailer)
NAME CATEGORY
1 TO 3 4 TO 6 MORE THAN 6
DABUR AMLA 80 120 100
KEO - KARPIN 90 120 90
HAIR & CARE 100 120 80
120
100
80
1 TO 3
60
4 TO 6
MORE-6
40
20
0
DABUR AMLA KEO KARPIN HAIR& CAIR
OILS VISIBILITY(piece/retailer)
NAME CATEGORY
1 TO 3 4 TO 6 MORE THAN 6
DABUR AMLA 80 120 100
KEO - KARPIN 90 120 90
HAIR & CARE 100 120 80
120
100
80
1 TO 3
60
4 TO 6
MORE-6
40
20
0
DABUR AMLA KEO KARPIN HAIR& CAIR
CONCLUSION
We surveyed around 100 retailers covering the east and the NCR (Gurgoan).
Among the 100 retail stores we covered we found that around 97% of the retail
stores stock Dabur products that mean that Dabur has a good reputation in
the eyes of the consumers.
While noting the name of the stockiest we found that mostly there exists only
one stockiest for a particular area.
In the category of coconut oils we found that normally retailers stock Parachute
in large quantities as compared to Vatika Hair Oil.
In the case of tooth powders there were very less retailers stocking them as
they are in very less demand amongst the people in the respective areas which
we covered, in this too Colgate had an upper hand over Dabur
Lal Dant Manjan.
• Dabur should adopt an extensive push marketing strategy for all its
products and extensive advertising for products namely Vatika Hair oil,
Amla Light and Dabur lal dant manjan and Binaca Toothbrush.
• Dabur should ask their distributors for providing higher margins to the
Retailers so they can be asked to push Dabur products.
QUESTIONNAIRE
This questionnaire is meant to collect information from the retailers about the
quantity stored by the retailers of Dabur products as compared to other
competitors.
(Tick the appropriate answer/answers )
9. Out of these how many brands of light hair oil do you store?
a) Dabur Amla b) Keo-karpin
10. How many pieces of each brand of light hair oil do you store?
a) 1 to 3 b) 4 to 6 c) more than 6
FQA
QUESTIONNAIRE
Q. What is the role of the Burman family in the Company’s management and
operations?
Q. In how many countries does Dabur have its distribution network and
offices?
Q. In what manner and which areas of operation does Dabur support non-
profit organizations?
Q. If I have a product idea, whom should I go to in Dabur?
2. Internet : www.dabur.com
www.google.com