Dabur India Ltd-A Case Study

Dabur India Ltd- A Case Study
Presented by:
Snehal Soni N-47
Pankaj Nagpal N 37
Ajay Dhamija N1
Vandana Gupta N 58
Dhruv Suri N17
Dabur India Ltd- A Case Study
“The test of a successful company
is to further harness energies,
align priorities and re-dedicate
themselves for achieving even
higher goals.”
- V.C. Burman
DABUR – An Introduction
Genesis
120 years of celebrations
Organization Structure
 DIL operates through holding company
structure and operates through three 100 %
subsidiaries. These are
 Dabur Foods Limited
 Dabur International Ltd
 H & B Stores Pvt. Ltd.

Organization Structure
Business Segments
Business Units
Consumer Care Division
CCD Portfolio
CCD Portfolio
CCD Portfolio
CCD Portfolio
International Business
International Business contd…
Consumer Healthcare
Division
Foods Division
Part II Where is the organization going?
How would you describe the current position of the
company?
Environmental Scanning
Modern Retail Sector
Strong Consumer
Confidence
Macro Factors Favoring
Indian Consumer
Consumer Sector Overview
FMCG Sector Snapshot
Strategic Group Identification
Category Penetration
FMCG Sector Snapshot
Proportional Spends
Swot Analysis
SWOT Analysis:Key Findings
 Strong brand equity

 Favourable demographics
 Good R & D facilities
 Favourable Industry Trends
 Opportunities in Rural Sements
 Consumer preferance toward
Herbal based products
Porter Five Forces Analysis
BCG Matrix
BCG Matrix to understand the current position of SBU
BCG Matrix
BCG Matrix to understand the current position of business
Segment
Environmental Impact Matrix
Ansoff’s Matrix
Segmentation
 Effective use of segemntation
 Demographics like in real fruit juice
 Benefit like in hail oil and shampoo
 Behaviour like institutional sales through
Home made brands
Part III How would the organization get there?
What strategic suggestions would you make
regarding the various components of marketing
mix?
Product
 Focus on high quality
 Sensitive to geographical diversity
 Labels in Regional Language
 Brand name should have Culture Fit
Place
 Intensive Distribution for Hair care,
Home Care, Health Supplement and
Food Division
 Exclusive Distribution for Skin and baby
care products
Pricing Policy
 Integrated pricing Policy
 Penetrative pricing in the cash cows like
Health supplement, Digestives and
Home Care
 Premium pricing in Dog category like
Skin and Baby care
Promotion
 Celebrity Endorsements
 5 power brands strategy
 Change of logo
 Brand Rationalization
 Use of small sachets
1.How can it compete effectively against its competitors?
Winning Competitive Strategies
Differentiated approach in all Business Segments

1. Health Care, Home Care and Food Division: Two Approaches
• Expand The total Market
• Expand the Market Share
2. Hair Care segments and Oral Care:

•Challenger strategy : Flanking Strategy
3. Skin care and Baby Care:

• Nicher Strategy
Thank You
A brief About Dabur
 Dabur India Limited (DIL) is the Fourth largest FMCG
Company operating in India with a turnover of more than Rs.
2,233 crores.
 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.
 It is a classic case of a family owned business being handed

over to professionals, a company making timely strategic
interventions to adapt to the business environment and
maintaining its brand equity over the years.
Background
 The company headquartered in Ghaziabad,
UP, is listed on Indian stock exchanges and
commands a valuation of over US$ 1.5
billion.
 It has been ranked amongst the “Best under
a Billion” companies in Asia Pacific ( Forbes
Asia 2005 & 2006 ).
 As per BW, March 2007, DIL is one of the
top 3 most respected FMCG companies.
A historical Perspective
 Dabur was started in 1884 by Dr S K Burman in
Kolkata.
 His vision
"What is life that cannot bring
comfort to others",
was instrumental in giving direction to the
company in its initial and current stages of
development.
 It made a humble beginning as a small pharmacy
selling healthcare products.
Chronology
 1896 - Setting up of plants for mass
manufacturing of its formulations and
entering in the specialized area of Ayurvedic
medicines and branding of products.
 1972 - Shifted operations to Delhi.
 1975 - Setting up of full fledged research
operations in health care.
 Mid 90s - Dabur going public
 1996 - Setting up of Dabur Foods, a wholly
owned subsidiary

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Dabur India Ltd- A Case Study

 Dabur Foods Limited

 Dabur International Ltd

 H & B Stores Pvt. Ltd.

 Strong brand equity

Differentiated approach in all Business Segments

• Expand the Market Share

2. Hair Care segments and Oral Care:

3. Skin care and Baby Care:

 With a legacy of more than 120 years built on attributes of

 It is a classic case of a family owned business being handed

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