DaburIndiaLtd

INDEX
Declaration

Acknowledgement

Introduction

History of dabur

Organizational structure

Vision and mission

Product range of company

FMCG overview

Dabur an overview

Key milestones

Turnover of organization

Market share of dabur company

Major competitors of dabur

Major strategies of all players

Pestel analysis

Swot analysis

Findings

Conclusion
 DECLARATION

I SWATI KUREEL hereby declare that the summer project the DABUR
submitted by me in partial fulfillment of degree of business management, G.L
BAJAJ INSTITUTE OF MANAGEMENT AND TECHNOLOGY. The work has
not been submitted to any other university.

I would like to declare that the information provided in the project report is
authentic to best of my knowledge, as it has been obtained through market survey
done entirely by me and verified by the concerned authority.

DATE – 11 .09.2019 SWATI

KUREEL

PLACE-Greater Noida PGDM NO. 19295

ROLL NO. 19217

 ACKNOWLEGEMENT

At this very outset, I sincerely acknowledge with gratitude the guidance and
support rendered to me by different people without which this project would not
have materialized. First and foremost, it is my profound privilege to express my
deep gratitude and sincere thanks to my project guide MS.VARSHA SHARMA for
guiding me in each and every step according to my requirement during project. It
would not be fair on my part if I don’t mention all the support and encouragement
and guidance of the faculty members of PGDM of G.L BAJAJ INSTITUTE OF
MANAGEMENT AND TECNOLOGY who spared their precious time to answer
my queries and thus helping me in my project work without which it would not
have been completed.
 INTRODUCTION
Dabur is derived from the word ’Da’ for daktar or doctor and ‘bur’ for burman.

Dabur India ltd is one of the India’s leading FMCG companies with the revenue $750 million
and market capitalization of over 1600crore. Building on a legacy of quality and experience of
over 125 years, dabur is todays India’s most trusted name and the world’s largest Ayurveda and
natural healthcare company.

Dabur today operate in key consumer product categories like hair care, oral care, health care,
skin care , home care. The company has a wide distribution network, covering over 2.8 million
retail outlets with high penetration both in urban and rural market.

Dabur’s product also has wide presence in overseas market and today is available over 60
countries across the globe. Its products are highly popular in middle east and SAARC countries ,
US DABUR overseas revenue stand at over Rs 500 crore in 2008-2009 fiscal , accounting for
about 20% of the total turnover.
 History of dabur
1884

Birth of Dabur

Dr. S. K. Burman launches his mission to make health care products in Calcutta

1896

Setting up a manufacturing plant

With growing popularity of Dabur products, Dr. Burman expands his operations by setting up a
manufacturing plant for mass production formulation

1972

Shift to Delhi

Dabur's operations shift to Delhi. A new manufacturing plant is set up in temporary premises in
Faridabad on the outskirts of Delhi.

1986

Public Limited Company

Dabur becomes a Public Limited Company. Dabur India Ltd. comes into being after reverse
merger with Vidogum Limited.

1994

Public issue

Dabur India Ltd. raises its first public issue. Due to market confidence in the Company, shares
issued at a high premium are oversubscribed 21 times.
1995

Joint Ventures

Extending its global partnerships, Dabur enters into a Joint Venture (JV) with Osem of Israel for
food and Bongrain of France for Cheese & other dairy products.

1996

3 separate divisions

For better operation and management, 3 separate divisions are created according to their product
mix - Health Care, Products Division, Family Product Division & Dabur Ayurvedic Specialities
Limited.

1997

Foods Division / Project STARS

Dabur enters full-scale in the nascent processed foods market with creation of a Foods Division.
Project STARS (Strive to Achieve Record Successes) is initiated to give a jump-start to the
Company and accelerate its growth performance.

1998

Professionals to manage the Company

With changing demands of business and to inculcate a spirit of corporate governance, the
Burman family inducts professional to manage the company. For the first time in the history of
Dabur, a non family professional CEO sits at the helm of the company.

2000

Dabur India Ltd’s turnover crosses the Rs 1,000 Crore mark

Dabur establishes its market leadership status with a turnover of Rs.1,000 crores. From a small
beginning and upholding the dabur now enters the august league of large corporate businesses.

2006

Dabur crosses $2bn market Cap, adopts US GAAP

Dabur India crosses the $2 billion mark in market Capitalisation. The company also adopted US
GAAP in the line with the commitment to follow Global Best Practices and adopt highest
standards of transparency and governance.

2007

Celebrating 10 years of Real

Dabur Foods unveils the new packaging and design for Real on the occasion of 10 years
completion of the brand. The new defined modern look depicts the natural goodness of the juice
from freshly plucked fruits.

2008

Acquires Fem Care Pharma

Dabur India acquires Fem Care Pharma, a leading player in the women skin care market. Besides
an entry into the high growth skin care market with an established brand named Fem, this
transaction also offers Dabur a strong platform to enter newer product categories and markets.he
values of its founder, Dabur now enters the august league of large corporate businesses.

2009

Dabur Red Paste joins 'Billion Rupee Brand' club

Dabur Red Paste becomes Dabur's 9th billion rupee brand by crossing the billion rupee turnover
mark within 5 years if its launch.

2010

Dabur makes its first overseas acquisition

Dabur makes its first overseas acquisitions by buying Hobi Kozmetik Group, a leading personal
care products company in Turkey, for $69 Million. This is followed in succession by the
acquisition of 100% equity in Namaste Laboratories LLC of the US for $100 Million.

2010

Dabur crosses Billion-Dollar Turnover Mark

Dabur India Ltd. surpasses the billion-dollar turnover mark during the 2011-12 fiscal to end the
year on a high note with net sales of INR 5283.17 Crores.

2012

Dabur crosses Billion-Dollar Turnover Mark

Dabur India Ltd. surpasses the billion-dollar turnover mark during the 2011-12 fiscal to end the
year on a high note with net sales of INR 5283.17 Crores.
2013

Market Capitalisation crosses the $5-Billion mark.

2015

Brand Real, Vatika and Amla cross the Rs. 1,000-Crore turnover mark.

2016

Dabur Gulabari and Dabur Lal Dant Manjan clock a turnover of Rs. 100Crore each.
 VISION AND MISSION

"Dedicated to the health & wellbeing of every household"

Principles

Ownership
This is our company. We accept personal responsibility, and accountability to meet business
needs.

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.

Consumer Focus
We have superior understanding of consumer needs and develop products to fulfill them better.

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.

Innovation
Continuous innovation in products & processes is the basis of our success.

Integrity
We are committed to the achievement of business success with integrity. We are honest with
consumers, with business partners and with each other.
PRODUCT RANGE OF THE COMPANY

Food Supplements

Digestive

OTC-Health care

Ayurveda Medicines

Traditional Herbal Medicinal products

Product Portfolio
Health Care

Dietary Health Supplements

Natural Health Products

Hair Care

Hair Oils:

Amla

Almond

Jasmine

Coconut

Shampoo:

Anti-Dandruff

Hair Fall Control

Smooth & Shine

Conditioner

Hair Mask
Hair Gel, Wax & Cream

Oral Care

Toothpaste

Mouthwash

Denture Adhesive

Skin Care

Facial Bleaches

Face Fresheners

Face Pack

Face Wash

Face Scrub

Moisturizer Cream & Lotion

Body Wash

Hair removing cream

Home Care

Mosquito Repellent

Air Freshener

Liquid Soap

Wet Wipes

Food

Packaged Juices
 FMCG OVERVIEW
Fourth largest sector in the economy

Current size of the Indian FMCG Market is around USD 45 bn

Grown at an annual average of 11 per cent over the last decade

Urban segment is the largest contributor to the sector- accounting for

two-thirds of total revenue

Sector is likely to touch sales of USD 100bn by 2020

FMCG GROWTH DRIVES

Rising income prices decreases

Growth of Modern Trade & E Commerce

Low Penetration & Consumption

Evolving consumer lifestyle

Favorable demographics

DABUR AN OVERVIEW

One of the oldest and largest FMCG Companies in the country

World’s largest in Ayurveda and natural healthcare

Total reach of 5.3mn outlets, one of the highest among FMCG companies

20 world class manufacturing facilities catering to needs of diverse markets

Strong overseas presence with 31% contribution to consolidated sales

 DABUR AND AYURVEDA

Synonyms with Ayurveda since 130 years

The number one Ayurvedic brand in 50 countries

Stringent quality test for every product

Team of the world’s best ayurvedic doctors and experts

Over 4000 acres of farm to protect the close to extinction herbs and plants.

KEY MILESTONES

1884 Established by Dr. S k Burman in Kolkata

1994 Came out with first public issue

1998 Inducted first induction management

2000 Crossed the 1000cr turnover mark

2005 Dabur acquired balsara

2008 Acquired fam pharma

2010 Acquired hobi and Namaste

2012 Dabur crosses billion dollar turnover

TURNOVER OF ORGANIZATION
MARKET SHARE OF DABUR COMPANY
MAJOR COMPETITORS OF DABUR
Marico

L'Oréal

Nirma Ltd.

HUL (Hindustan Unilever Limited)

Colgate-Palmolive.

Procter and Gamble.

ITC Limited.

MAJOR STRATEGIES OF ALL PLAYERS AND COMPETITIVE

ADAVANTAGE

Dabur India Limited (DIL) is the fourth largest FMCG company in India. With a legacy of more
than 120 years built on attributes of quality and trust, Dabur has proven its expertise in the fields
of health care, personal care, Homecare and Foods.

Segmentation, targeting, positioning in the Marketing strategy of Dabur

Dabur is one of the largest Ayurveda and natural health company in the world with the range of
over 250 Ayurveda & herbal products. While majority of its products are mass products there are
other products that use demographic or behavioral basis for segmentation (Like the brand
Nature’s Best was developed to target institutional sales like hotels, airlines etc.). Such type of
segmentation is used to make the product affordable to every income strata of the society. Dabur
products are targeted to every household but majority of its customers are middle class people.
Marketing strategy of Dabur

Dabur initially have ambiguous positioning. It was unclear to the public reason being that
although they are in Health care, personal care, foods & home care but it was shedding its old-
age umbrella brand strategy, where its entire product portfolio was under one roof. They realised
this mistake & repositioned its brands on the basis of benefits. Also they separated their FMCG
& pharmaceuticals business.

Marketing mix – Marketing mix of Dabur

SWOT analysis – SWOT analysis of Dabur

Mission – “Not Available”

Vision

The Marketing strategy of Dabur – “Dedicated to the health and well-being of every household”.

Tagline – “Celebrate Life”.

Competitive advantage in the Marketing strategy of Dabur –

Extensive distribution channel covering Rural & urban market through their 600+ distributors &
network of 2.8 million retailers has helped Dabur to reach every nook & corner of India. Use of
IT as a strategic enabler for its business strategy & also optimizing the company’s internal
logistics and distribution processes for mega retail customers, and put metrics and incentives in
place to drive specific goals such as consistency of sales in grocery stores, improved service to
drug stores and increased sales via wholesale channels has helped dabur to have competitive
edge over other well established players like HUL, P&G, & ITC etc. It has manufacturing
facilities in India & outside nations through subsidiaries which is helping the company to use the
shared resources to emerge as a global player.
Related: What is CAGE Framework?

BCG Matrix in the Marketing strategy of Dabur –

When we plot Dabur’s products in BCG matrix we can see that-

Real fruit juice, Gulabari Jal, Health supplements, Hair oil & foods business are stars with high
market share but equally high competition.

Home care personal care products are question marks due to the presence of large giants in the
market.

Hajmola, chawanprakash, Glucose-D & Pudin hara are Cash Cows.

Distribution strategy in the Marketing strategy of Dabur –

In FMCG industry, distribution plays a critical role. So as to make the products available to
every nook & Corner Company has to choose the proper strategy.

Dabur is making the products available in the grocery/ pops & mums, departmental stores etc.
through 3 tier distribution system i.e. from C&F( Carried & forwarding agent) -to stockist-to
wholesalers –to Retail outlets –to final consumers. In case of supermarket stores the products is
made available to Institutions through C& F.

Brand equity in the Marketing strategy of Dabur-

It has a strong brand recall. It enjoys good reputation both in rural as well as in urban areas. It
follows an umbrella branding strategy. The logo of Dabur is an old banyan tree which conveys
Dabur’s heritage, commitment and stability. It also conveys that the brand stands for wellness
across age groups. The brand portfolio of Dabur consists of five power brands. Dabur is the
umbrella brand for all healthcare products such as chawanprakash and honey, vatika for herbal
beauty brand for slightly upcoming market image. Anmol is offered as Value for money segment
for personal care market. Real is the master brand for foods and Hajmola for digestives.
Similarly there are other products within the brand tree.
Competitive analysis in the Marketing strategy of Dabur –

Dabur cannot afford to have one single policy for competing effectively against its competitors.
It is operating in the highly competitive FMCG market which consists of big MNC’s Like HUL,
P&G, Pepsico etc. It cannot afford to go for purely offensive strategies which direct affect the
bottom line.

Moreover the basic nature of marketplace is dynamic. So the company cannot remain static in
following any particular strategy. At times it follows offensive strategies and at times it adopts
defensive strategies, & they got restructured and repositioned their individual brands in 2010 in
order to create clear brand image.

The deciding criteria for any policy adoption is that it should be based on the companies strength
and clear sustainable competitive advantage, the geneses of which invariably lies in the firm’s
value chain and that’s what helped Dabur in the transition.

Related: What is marketing strategy?

Market analysis in the Marketing strategy of Dabur –

FMCG & pharma industry is already overcrowded with local & national players but penetration
to the untapped market is what driving the industry to further growth. Dabur has many brands
which don’t have strong hold in the market like Home care & personal care products while it is
market leader in some of the product categories chawanprakash, Health supplements, Glucose-D
& Real Fruit juice.

Customer analysis in the Marketing strategy of Dabur-

Just like any other FMCG company Dabur products are used by all the sections of the society,
but middle class mass customers forms the major group of buyers.
 CONCLUSION

After searching and reading a lot about Dabur Company I have concluded and highlighted some
of the most important aspects of the company.

First of all it is one of the largest Ayurveda and natural herbal product making company in the
entire world which helped me a lot in searching info about company on the internet . I mean they
have a very sophisticated and well updated website so that whatsoever stuff what I needed was
there.

Another thing that I have learned so much from this project is that after applying the pestel
analysis and swot analysis made it easy for me to apply these analysis on different scenarios .

I worked hard and overall it was a good experience for me.

 FINDINGS

Please visit Shodhganga Mirror Site https://sg.inflibnet.ac.in.

shodhganga.inflibnet.ac.in › bitstream › 11_references