Dabur finds

Its Missing Link

By:
Sudhir Kumar
 Introduction
 Competitors:
◦ MNC: HUL , Lo`real , Nivea , Reckitt Benckiser ,
P&G
◦ Home Spun: Cavin Kare , Cadila , Emami.



Personal Care Other FMCG
Portfolio

Advertisement 20% of sales 12%-13% of sales

Expenses
Gross Margin 50% higher than Lower than personal
other margin. care portfolio.
Re-launch Of Dabur:
 Dabur Launched Soap and Face Pack-Vatika
 Failure: Assumed as Hair Oil Brand
 Result : Failure of Soap, negligible sale of
facepack
 Re-launch of skin care products under
Gulabari range, with Preity Zinta.
 Products :Lotion, Cream and spray to
freshen face.

What Was Missing
 Dabur Products : Dabur, Vatika ,Real ,
Hajmola & Anmol.
 Environmental conditions leading to demand
of high skin care products.
 Dabur Personal Care portfolio included, Hair
and oral care products
 The missing Link: SKIN CARE



Acquisition Of FEM

Interested parties in acquisition of FEM:


 Godrej , Marico & Dabur.
 DABURS Acquisition Of FEM CARE PHARMA
LTD at Rs. 257 crores.
 Annual revenue of FEM – 110 Crores
 portfolio : Oxybleach cream, Botanica anti-
ageing cream, Stratum colour protecting
hair conditioners, SAKA men’s bleach &
Bambi fabric softeners



 Problem Solution Scope Competitor Issues &
Actions
1 Women- Fem 2-3% women HUL- Fair & Harmful to
Facial Bleach with facial lovely Skin.
Hair hair Aware : using
100% method,
Capture. Pre & post
2 Body hair Fem Of 200 crore Wyeth labs- Se Bleach Lotion
of country sale Anne French, alkalinity,make
(16 Herbs)
, fem’s share Reckitt s skin rough &
is 10%. Benckiser- dry.
Veet Nourishing
3 The Fem- Total market HUL-F&l _____
lotion
Masculine SAKA share of 100 mens active
Option Fairness Crores. Emami- Fair
cream & handsome
for men. L’oreal-
4 Hand Fem 80-90 Crores R garnier
B – Dettol Lack anti
Wash Liquid market HUL – bacterial
soap lifebuoy property. No
action
Dabur Market Strategy For
Fem:
 Acc. To Duggal:
 Stock Network of Dabur & Fem should be
separate, as:
◦ Fem Sales team may get lost in Dabur.
◦ Dabur not expert in selling Fem product.
◦ Thus sales forces are not being integrated.
 But , apex level, backend, purchase &
Media- buying functions have been
merged.
Conclusion
 Target Pop for FEM- 5 lacs & Dabur 2.8
million.
 All Dabur outlets cant stock as there would
be synergies which would be exploited.
 Its imp. For SBU like Dabur to strike a right
bal. And provide separate strategic
planning to each of its product.
