Submitted to Submitted by

Mr.Nitin Barker B.Sharath-18MSAECO014

Dept. Of Ag. Econ B.Sasi Pritam -18MSAECO022
M.Sc.Ag Economics (2nd sem)
PRESENTATION ON DABUR
 CONTENTS
 Company profile
 Promotion strategy
 Dabur’s Business structure
 Supply Chain
 4 ’A’s of Dabur
 Employment & livelihood Enhancement
 SWOT Analysis
 Corporate social responsibility
 Achievements
 RURAL MARKETING
“The Rural marketing refers to the activities undertaken by the
marketers to encourage the people, living in rural areas to
convert their purchasing power into an effective demand for
the goods and services and making these available in the rural
areas, with the intention to improve the standard of living and
achieving the company’s objective as a whole”
 INTRODUCTION
• Dabur India Ltd. Is the fourth largest FMCG company
in India.
• Largest Herbal company
• 4000 Distributors in India
• Retail reach 25,00,000
• 5 Umbrella Brands
• 350+ products
• Number of employees : 7,243
• 15 Manufacturing plants
 COMPANY REVIEW
• Type : Public company(NSE)
• Industry : FMCG, Health care
• Founded : 1884
• Founder : Dr. S K Burman
• Headquarters : Dabur Tower, Kaushambi,
Sahibabad, Ghaziabad- 201010 (U.P), India.
• Area served : worldwide
 KEY PEOPLE

• Chairman : Dr Anand Burman

• Vice- chairman : Mr. Amit Burman
• CEO : Mr. Sunil Duggal
• Group director : Mr. P.D Narang
 PROMOTION STRATEGY
• For attracting more customers, Dabur using following
promotional tools in rural market:
 TV Commercial
 Radio
 News Paper
 POP display
 Wall painting
 Contest in Melas
 Video vans
 Sales promotion
 DISTRIBUTION STRATEGY
Dealer
Whole seller
Agents
Retailer
Kirana store
 DABUR’S BUSINESS STRUCTURE
 Consumer Care Division(CCD)
Dabur (Ayurvedic), Vatika- Premium hair care,Hajmola-Tasty
digestives, Real- Fruit juices & beverages, Fem- Fairness bleaches
& skin care products
• Stragegic 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.
• Hajmola tablets in command with 60% market share of digestive
tablets category.
 Consumer Health Division(CHD)
Major categories in traditional formulations include:
 Asav Arishtas
 Ras Rasayanas
 Churnas
 Medicated Oils
 International Business Division(IBD)
• Spanning the Middle East, North & West Africa, EU and
the US with its brands Dabur & Vatika.
• Leveraging the ‘Natural’ preference among local
consumers to increase share in personal care
catogories.
EMLOYEMENT & LIVELIHOOD
ENHANCEMENT
1. Nari Shakti Kendra
2. RUDSETI
3. Swalambhan
4. Sundesh
5. ASTRA
 NARI SHAKTI KENDRA
The programmes being offered under this initiative have been
prepared after detailed discussions with the community and
assessing their needs.women are particularly encouraged to
take up these income-generation programmes and are
awarded certificates after the completion of training . After
competing these courses, they are now supplementing their
household income. In 2015-16 they provided vocational
training to 569 women.
 SUNDESH
• Sundesh is a registered voluntary organization with an
objective of development of rural areas.
• The people addressed are the most deprived and weaker
sections of society including
 Women
 Children
 The illiterate
 The unemployement
AIMS & OBJECTIVES
1. To design and implement integrated rural and slum
development programmes for health,education,improved
nutrition and socio-economic upliftment.
2. To promote a better awareness and understanding of
environmental issues.
3. To highlight the links between basic personal and household
hygeine,sanitation and health.
4. To improve access to affordable,quality health services and
expand medical facilities to rural areas.
5. To empower communities for better control of their lives by
participating in rural development programmes.

ASTRA
• Dabur uses ASTRA to boost rural sales
• ASTRA- Advanced Sales Training for Retail Ascendance
• Shopkeepers selling Dabur India’s consumer product would
now learn marketing through role plays
• ASTRA training module in five languages:
Bengali,Tamil,Telugu,Malayalam and Kannada
• ASTRA is a dedicated audio-visual sales training
initiative launched to enhance the quality of field
execution.
• Dabur has a distribution reach of 25 lakh retail outlets
across the country.
• FMCG has recruited 75 sales and Hr managers across
the country.
• The programme will addresss specific needs and
expectations of each channel in the areas such as trade
activation programmes,trade promotion
programmes,brand focus,merchandising etc..
• It will also run refresher training courses every six
months.Each sales officer in Dabur has to work
according to a journey cycle that begins on the first of
every month.
 SWOT ANALYSIS
Strengths:
 Competetive pricing
 Ayurvedic Repsitory
 Strong Brand image
 Strong financially
 Strong Research & innovation base
 IT base
Weakness:
 No direct outlets
 Seasonal Demands
Oppurtunities:
 Growing Awareness of Ayurveda
 Improper and unhealthy Food habits
 Growing Rural Markets
 Growing Middle class women and beauty sector

Threats:
 Allopathic playerts; Advertising and Distribution
 Growing Substituites
 Growing Health Tourism
 CORPORATE SOCIAL RESPONSIBILITY

• Eradicating extreme hunger, poverty & malnutrition.

• Promoting Preventive Health care through awareness
programmes.
• Ensuring environmental sustainability.
• Employement and livelihood enhancing vocational skills.
• Promotion of Education especially among
children,women,elderly.
• Contribution or funds provided to technology incubators.
• Rural Development projects.
• Incidental Activities.
 ACHIEVEMENTS
• In 1992, Dabur entered into a joint venture
with Agrolimen of spain to manufacture and
market and market confectionary items in
india
• In 1994, Dabur raised its first IPO
• In 2000, Dabur achieved a turnover of rs 1000
crores.
• Dabur $ 2 Billion Market cap in 2006