Overview of Dabur

4th largest FMCG company in India

Turnover of Rs. 3313.83 Crore (FY10) 50% of total sales from rural and semi urban segment

Differentiated products
Strong herbal & natural product profile More then 125yrs of experience 350+ products

Wide distribution network

Covering 2.8million retail outlets 5000 Distributors in India

Overview of Dabur
Brand Strength
Various strong brands in diverse categories 5 Umbrella Brands

Company Structure
4000 employees 17 ultra-modern manufacturing units spread around the globe

3 Subsidiary Group companies

Dabur International Fem Care Pharma New u

Business Structure
Other, 1%

IBD, 19%

CHD, 7%

CCD, 73%

CCD- Consumer Care Division CHD- Consumer Health Division IBD- International Business Division

Consumer Care Division

Four distinct business portfolios of Personal Care, Health Care, Home Care & Foods Master brands: 9 Billion-Rupee
Dabur - Ayurvedic healthcare products Vatika - Premium hair care Hajmola - Tasty digestives Real - Fruit juices & beverages Fem - Fairness bleaches & skin care products

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 60% market share of digestive tablets category

Consumer Health Division

It offers a range of classical Ayurvedic medicines and Ayurvedic OTC products.

Has more than 300 products sold through prescriptions as well as over the counter.

International Business Division

It caters to the health and personal care needs of customers across different international markets. Growing at a Compound Annual Growth Rate of 33% in the last 6 years and contributes to about 20% of total sales Leveraging the 'Natural' preference among local consumers to increase share in personal care categories

% of Dabur products in market

7% 9%

6% 32%

Hair Care Health Supplements Oral Care Digestives & Candies

22% 24%

Baby Oil & Skin Care Home Care

Strategies
Aggressive cost management
Intelligent buying of raw materials Increased focus on small towns and rural markets

Dabur Amla has launched "Banke Dikhao Rani Pratiyogita which is a rural beauty and talent show. Launching singing and talent hunt contest "Dabur Vatika Koyal Punjab Di A college beauty contest Dabur Gulabari Miss fresh face of UP.

Marketing 4 Ps
Product

Promotion

Marketing 4 Ps

Price

Place

Product
Appearance Very attractive Products are tested number of times and processed using very advanced machinery and technology. Juices dont expire before 6 months inspite of perishable products.

Quality

Packaging

Brand

Very reputed and well known brand in the market

Warranty

Replace the product

Service
/Support

Dabur foods provide full support to its stockiest, retailers and consumers

Price
Decided according to its competitors and the price structure is different for retailers and stockiest

List price

Discounts

Different for retailers, stockiest and consumer from time to time

Allowances

Special allowances are given to stockiest & sales man

Place
Channel members

stockiest, retailers

Channel
motivation

Pull and Push strategy Distribution network that covers 175 towns and 2.8 million retail outlets

Market coverage

Locations

Dabur foods try to cover or tries to place its products in each and every shop and every location

Promotion
Advertising Personal selling Media Budget
Through television, newspapers, magazine etc Dabur hardly do any personal selling except in tent shows and road shows Medium of promotion is TV, Radio, newspapers, magazine Budget is Decided for different strategic business unit

Various Dabur Products in Rural Market

Dabur Lal Tail Dabur Janma Ghutti Dabur Chyawanprash Dabur Glucose D Hajmola Hajmola Candy Pudin Hara Dabur Hingoli Amla Hair Oil Vatika Hair Oil Dabur Red Toothpaste Babool Toothpaste Dabur Lal Dant Manjan Promise Odomos

Focused Product In Rural Market

Dabur Amla Hair Oil

Competitors of Dabur in Rural Market (in hair oil segment)

Nihar Amla Keo Kaprin Shanti Amla Banphool Bajaj Brahmi Amla Him Raj Parachute Coconut oil Himtaj Navratna hair oil Meera Herbal Oil

Market share of hail oil

(in rural market)

25.00%
20.00%

23.30%

15.70%
15.00% 10.00% 5.00% 0.00% Dabur Amla Nihar Amla Shanti Parachite Keo Amla Coconut Karpin oil Bajaj Bajan Brahmi Almond Amla Drops other 13.50% 13.30% 11.00% 9.70% 7.30% 6.20%

How dabur beats the competition of Dabur Amla hair oil (in rural market)
Announced beauty contests across the country. Heavily advertisement :TV, radio, newspaper, POP display. Vast distribution network Launch of Rs.1 sachet Brand endorsement done by Rani Mukherji.

Group Members
Name Disha Kothari Gunjan Pitti Reena Trivedi Roll No. 29 43 57

Thank you