Dabur

"Dedicated to the health & well being of every household“

BY:-VIKAS PRASAD(161458) MOHIT BAMAL(161427) VIRGIL(161459) NIRAJ KUMAR(161432) PUSHKAR KUMAR(161438)

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Dabur Corporate Profile

• Dabur India Ltd. is one of India’s leading FMCG Companies with Revenues of over Rs 8,436 Crores & Market Capitalisation of Rs.44,000 Crores. Building on a legacy of quality and experience of over 131 years, Dabur is today India’s most trusted name and the world’s largest Ayurvedic and Natural Health Care Company.

•  Dabur India is also a world leader in Ayurveda with a portfolio of over 250 Herbal/Ayurvedic products. Dabur's FMCG portfolio today includes five flagship brands with distinct brand identities -- Dabur as the master brand for natural healthcare products, Vatika for premium personal care, Hajmola for digestives, Réal for fruit juices and beverages and Fem for fairness bleaches and skin care products.

• Dabur's products also have huge presence in the overseas markets and are today available in over 120 countries across the globe. Its brands are highly popular in the Middle East, SAARC countries, Africa, US, Europe and Russia. Dabur's overseas revenue today accounts for over 30% of the total turnover.

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Corporate Glance3 Type Public

Traded as BSE: 500096NSE: DABUR

Industry Consumer goodsFounded 1884[1]

Founder S.K. BurmanHeadquarters Dabur Tower, Kaushambi, Sahibabad, Ghaziabad, Uttar Pradesh, India

Area served Worldwide

Key people Anand BurmanChairman

Products Health Care productspersonal care productsOral Care products,Food,Home Care products

Revenue ₹84.54 billion (US$1.3 billion) (2015-2016)[2]

Owner Burman familyNumber of employees

6,607 (2015-16)[3]

Website Dabur.com

Vision-"Dedicated to the health & well being of every household“

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.

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

Integrity- We are committed to the achievement of business success with integrity. We are honest with consumers, with business partners and with each other.

About:

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❑Brand-

Dabur•As the

master brand for natural healthcare products

Vatika• For

premium personal care

Hajmola•For

digestives

Fem•For fairness

bleaches and skin care products

Réal•For fruit

juices and beverages

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Strategic Business Units  

SBU

Consumer Care Division

International Business Division

Consumer Health Care Division

Retailer

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SBU Wise Sales Breakdown – FY2015-16

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❑Products-Health Care

Hair Care

Skin Care

Oral Care

Home Care

Foods

Ethical

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❑Health Care-Health Supplements

Digestives

Cough & Colds Energisers

Women’s Health Baby Care

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❑Health Supplements-➢Dabur Chyawanprash

➢Dabur Honey➢Dabur Glucose D

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❑Digestives-➢Hajmola➢Hajmola Candy➢Pudin Hara➢Pudin Hara Lemon Fizz➢Sat Isabgol➢Nature Care Double Action➢Dabur Nature Care

Regular➢Dabur Nature Care Isabgol

Powder

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❑Cough & Colds-➢Dabur’s Honitus Cough

Syrup➢Honitus➢Honitus Modhuvaani

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❑Energisers-➢Dabur Shilajit Gold➢Dabur Shila-X Oil➢Nutri Go

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❑Women’s Health-➢Dabur Dashmularishta➢Dabur Active Blood

Purifier➢Dabur Ashokarishta

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❑Baby Care-➢Dabur lal Tail➢Janma Ghunti➢Gripe Water➢Badam Oil➢Baby Massage

Oil14

❑Hair Care-➢Dabur Amla Hair Oil➢Almond Hair oil➢Almond Shampoo➢Brahmi amla kesh Tel

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❑Skin Care-➢ Fairness Natural Gold Bleach➢ Gulabari Rose water➢ Gulabari Rose freshener➢ Gulabari Moisturising Cream➢ Naturals Pearl Bleach

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❑Oral Care ➢ Dabur Red Paste➢ Dabur Lal Dant Manjan➢ Dabur Meswak➢ Dabur Babool Toothpaste

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❑ OTC & Ethical

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❑ OTC & Ethical

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❑ OTC & Ethical

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Dabur Chyawanprash

• Dabur is the first branded Chyawanprash in the country

• It is the highest selling Chyawanprash with more than 60% market share

• It helps fight virus, flu and infections• Dabur Chyawanprash has been consistently

voted as the power brand of the country and is a trusted remedy for cough and cold for a majority of Indian household.

• It has been endorsed by celebrities like Sreeram lagoo, Amitabh Bachchan, Vivek oberoi, Virender Sehwag, MS Dhoni and now Madhuri Dixit

• Has a sugar free variant for calorie conscious people

• It is also available in 2 new exciting flavours mango and mixed fruit flavor

• It contains natural Ayurvedic ingredients, which are being consumed safely for ages.

22PRODUCT

SWOT ANALAYSIS

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•1. Threat from local medicinal herbs in rural areas

•2.People preferring international health brands

•1.Leverage successful brand Dabur•2.Advertise more•3.Buy out competition

•1.Declining popularity in the urban areas

•1.Strong Dabur brand name•2.Excellent branding and advertising

•3.Excellent distribution and availability

Strengths Weaknesses

ThreatsOpportunities

PLC-Dabur Chyawanprash24

New Product flavor added -Mixed

fruits,Mango,Sugar free,3 times more

ammunity

PRODUCT HIERARCHY25

BRAND VARIANT:-ORANGE,MANGO,MIXED

FRUIT ETC

PRODUCT LINE:-AYUREVEDIC

PRODUCT CLASS:-HEALTH CARE

NEED FAMILY:-IMMUNITY

PLACE

• MODERN TRADE-SUPERMARKETS,HYPERMARKETS,SPECIALITY STORES

• GENERAL TRADE-KIRANA STORES,GENERAL STORES,BAKERIES ETC

• ALTERNATE CHANNELS-E-RETAIL,ONLINE GROCERIES,(SNAPDEAL,AMAZON,RELIENCEFRESH,SATVIKSHOP.COM,BIGBASKETETC)

• PRESENT IN ALL MAJOR CITIES IN INDIA ALONG WITH TIER 1/2/3 CITIES AND RURAL AREA

• 4500 DISTRIBUTION AND 2.5 MILLION RETAIL OUTLET REACH

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SALES & DISTRIBUTION

• We have put in place focused initiatives for both rural and urban markets, which helped us drive growth across geographies and channels.

• In the urban markets, we had rolled out a sales and distribution initiative called Project 50/50,

• Which was aimed at leveraging the potential of Top 130 towns that contribute to 50% of urban consumption.

• As part of this, steps were taken to enhance quality of market interface and improve sales efficiencies by segregating the grocery channel teams for wholesale & retail separately as these two segments of trade have completely different servicing requirements

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INTERNATIONAL BUSINESS28

• Dabur procures raw materials worth around 500 Cr from a wide base of vendors. The Company has wide and integrated distribution network for its around 600 SKU delivering to around 2100 stockiest, further connecting to the thousands of retail outlets covering every small and remote part to organized stores of India.

• Dabur has improved distribution system through its unique Retails Excellence program, “DARE” (Driving Achievement of Retail Excellence). the Program covers a major objective as a channel focus, activating key customer, improving rural focus, rewarding distribution efficiency, maximizing brand impact and building information capabilities.

• Dabur has used Direct Shipment Strategy which was implemented in order to bypass warehouses and distribution centers. Thus Dabur delivers products directly to the retailers/consumer through the Institutions & Modern Trade System. Advantages of implementing strategy are –

·         The retailer avoids the expense of operating a distribution center ·         Reducing lead time

29Logistics

PRODUCT SUPPLY CHAIN30

• For better production and operation management, Dabur included automation, debottlenecking, Kaizen and wastage control. It set up production units in locations providing tax holidays to reduce cost and improve efficiency.

Thus, Dabur has achieved cost reduction in the transportation process which overall adds to the reduction in price of the product. By this strategy Dabur has reduced the lead time, bringing Dabur and other elements in the Supply Chain closer.Dabur has managed to minimize the Inventory-Transportation cost Trade-off. By elimination of the warehouse in supply chain, the company has reduced the inventory carrying cost and Implementing ‘Milk run’ system by the small truck loads Dabur has managed the increased transportation cost in the chain.

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PRICE:-

• COMPETITIVE PRICING• USING SECOND DEGREE PRICE DISCRIMINATION THAT IS MORE THE

QUANTITY LOWER THE PRICE• SKUs• 2 KG- RS 540• 1 KG- RS 280• 500GM- RS 150• 250GM- RS 90

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PRICE:-

• BUNDLE PRICE:-

• Dabur Chyawanprash - 1 kg with Free Red Tooth Paste - 150 g Worth Rupees-RS 295

• Dabur Chyawanprash - 500 g with Free Amla Hair Oil - 45 ml Worth Rupe…Buy:   144.00

• Dabur Chyawanprash - 2 kg with Free Dabur Honey - 250 g Worth Rupees 122 -RS 535

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DISCOUNT PRICE• Dabur Chyawanprash Awaleha - 500

g- ORIGINAL PRICE- RS 160,DISCUNT PRICE –RS 144.

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Dabur Product Prices35

PROMOTION• PROMOTION CHANNEL- ALL CHANEL LIKE:- • TV:-RELATED IN MANY LANGUAGE• SOCIAL MEDIA:- FACEBOK (211000 likes)• RADIO,OUTDOOR,HOLDING,SOCIAL

MEDIA,EVENT,MOBILE,PRINT MEDIA,YOUTUBE.• Outdoor:-bus hoardings , billboards• Event:-Free health check up, engagement activities, movie

screening, Spot sales• M S Dhoni as a brand ambassador to endorse

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PROMOTION STRATEGY

• TV COMMERCIAL• RADIO• NEWSPAPER• POP DISPLAY• WALL PANTING• VIDEO VANS• SALES PROMOTION• CONTEST IN MEALAS OR HAATS

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38MESSAGE SOURCE

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Vatika

First aired in the month of January 2015Vatika, as a brand, has always stood for ‘Woman of substance’ and Dabur has always focused on women.Through their Brave and Beautiful campaign.Dabur Vatika did that to introduce their new range of products especially produced for the sensitive scalp of cancer patients

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Competitors

•BAISHVANATH•HIMANI-SONA CHANDI•PATANJALI•ZANDU CHAWANPRASH

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Strategy use by Dabur

FOUR FOLD STRATEGY• EXPANSION• ACQUIITION• INNOVATION• REGIONAL BRANDINGPROMOTIONAL STRTEGYDISTRIBUTION STRATEGY

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❑CSR POLICY

CSR VisionThrough sustainable measures, actively contribute to the Social, Economic and Environmental Development of the community in which we operate ensuring participation from the community and thereby create value for the nation

Our CSR Mission1.Ensuring socio-economic development of the community through different participatory and need- based initiatives in the best interest of the poor and deprived sections of the society so as to help them to become SELF-RELIANT and build a better tomorrow for themselves.2.Ensuring environmental sustainability through ecological conservation and regeneration, protection & re growth of endangered plant species, and promoting biodiversity.

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❑OUR ACTIVITY1.Eradicating hunger, poverty and malnutrition: •Provision of food, nutrition supplement, clothes etc for the poor, children and other deprived sections of the society. •Supporting nutrition in anganwadi centers and building capacities of anganwadi workers to this effect.•Provision of shelter for homeless.•Promoting sanitation, making available safe drinking water

2.Promoting Health care including Preventive Health care through awareness programmers, health check-ups, provision of medicine & treatment facilities , providing pre natal & post natal healthcare facilities, prevention of female feticide through awareness creation, program for preventing diseases and building immunity.

3.Employment and livelihood enhancing vocational skills and projects including tailoring, beautician, mehandi application, bee keeping, food processing and preservation, vermi-composting and other Life Skill Training and livelihood enhancement projects

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❑DABUR ACTIVITY4.Ensuring environmental sustainability and ecological balance through :

•Plantation drives in schools, villages, our manufacturing units & offices/business premises and other areas in general;•Reviving endangered plants, promoting agro-forestry;•Protection of flora & fauna;•Animal welfare and veterinary services.•Technical support and Knowhow for improving farming and building capacities of small farmers.•Promoting alternate energy resources

5.Promotion of education especially among children, women, elderly and the differently abled including:•Non-formal education programs.•Improving educational facilities in general.

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❑DABUR ACTIVITY6.Promoting gender equality and empowering women including:•Adult literacy for women.•Promoting and providing credit support to women's self-help and joint liability groups.•Training in vocations pursued by women.•Setting up homes for women & orphans;•Setting up old-age homes & other facilities for senior citizens•Setting up hostels for working and student women, day care centers for kids of working women

7.Contribution or funds provided to technology incubators located within academic institutions which are approved by the Central Government.8.Rural Development Projects. 9.Other Activities:•Promotion of Sports with special focus on training for rural sports, nationally recognized sports, Paralympic sports, Olympic sports.•Welfare for differently disabled persons•Setting up public libraries•Reducing inequalities faced by the socially and economically backward groups•Welfare of armed forces personnel, war widows and their dependents

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THANK YOU!

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