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DABURPREPARED BY:

SAEED INAMDAR

DEDICATED TO HEALTH AND WEALTH OF EVERY HOUSEHOLD

INDUSTRY SCENARIOAyurveda Industry in IndiaAyurveda is predominant among Indias traditional health systems. It runs parallel to the modern health care sector and has a seventy per cent share of the formal medicine market.Organized Sector :The large manufacturing units comprise the well established manufacturers who operate in both domestic and intemational markets. The major players in this category are Dabur, Baidyanalh, Zandu, Himalaya Drug Company, Charak Pharmaceuticals, Vicco Laboratories, Aimil Pharma & Emami group.

Unorganized Sector :Small manufacturing units manufacture a few medicines and operate in a small area. The unorganized sector includes practicing ayurvedic experts and micro-units manufacturing system at local level.INDIAN HERBAL INDUSTRYIndian Market : Estimated as Rs. 4205 croresExport of Ayurvedic drugs allied with herbal products : Estimated as Rs. 440 croresPotential by 2020 : Estimated as Rs. 7000 croreshttp://vibrantayurveda.in/?page_id=2083

INDUSTRY GROWTH RATEThe total size of Indian Ayurvedic market is Rs.50 Billion and it is growing substantially at the rate between 10-15% with the same growth rate targeted for the next 10 years.Financial expressBy Chiranjeev shrivestava,CEO,Ayushakti ayurved

Dabur India Ltd founder Dr. S. K. Burman and the Burman familyDabur India Ltd. made its beginnings with a small pharmacy,but has continued to learn and grow in the industryDabur has set very high standards in developing products and processes that meet stringent quality normsDabur India Limited is the fourth largest FMCG Company in India with Revenues of over Rs 7,806.4 Crore & Market Capitalisation of US $5 Billion.Building on a legacy of quality and experience of over 131 years, Dabur operates in key consumer products categories like Hair Care, Oral Care, Health Care, Skin Care, Home Care & Foods

MARKET RESEARCH

PRODUCT

PRODUCT LINEHealth Care Personal Care JuicesHome CareConsumer Health-EthicalProfessional Range

PRODUCTS & BRANDSHealth Care - Dabur Glucose-DPersonal Care - VatikaJuices & Foods - Real Fruit JuiceHome Care - OdonilConsumer Health-Ethical - Dabur BroncoridProfessional Range - Oxylife

QUALITY LEVELFSSAI ApprovalTetra-pack Aseptic TechnologyProduct is checked for physio-chemical & micro analysis5-7 days incubationMicrobiological testing prior to release for dispatch

BRANDING

Yearevent1884Established by Dr. S. K. Burman at Kolkatta1896First production unit established at Garhia19191st R&D unit establishedEarly 1900sProduction of Ayurvedic medicenes for Health care was started1940Personal care through ayurveda was introduced1949Dabur lauched Chyawanprash1970Oral care & digestive segment1978Hajmola tablets1988Pharmaceutical Medicine was launched1998Real Fruit Juice was introduced2008Acquired Fem care pharma 2011oxilife

Depth:Dabur chyawanprash250 gm500gm1 kgLine:Health CarePersonal Care Juices & FoodsHome Care Consumer HealthProfessional Range Length:Dabur chyawanprashMango flavourOrange flavourMixed fruit flavourChocolate flavourSugar free New brand:Dabur badam tail

BRAND MANAGEMENT PRODUCT CATEGORYEXISTING NEWBRANDNAMEEXISTINGNEW

WARRANTIESPRODUCTSHELF LIFEDabur Glucose D24 MonthsDabur Vatika24 MonthsReal Fruit Juices12 MonthsDabur Broncorid03 MonthsDabur Chyawanpraswh36 Months

PLACE

ONLINECustomers can place orders through online sites such as:www.daburhoney.comwww.satvikshop.comwww.daburstore.com

DISTRIBUTIONWide and deep market penetration more than5000 distributors

OUTLET LOCATIONS & RETAILDabur has a very wide distribution of its products through over 3.4 million retail outlets and 50 C & F agents (Customs Clearing & Forwardingagent) all over India who distribute products to the retailers. A distribution of C & F agents and manufacturing locations is given below.

PROMOTION

ENDORSEMENTBRAND AMBASSADORPRODUCT ENDORSEDAmitabh BachchanDabur Chyawanprash,HajmolaSonakshi SinhaDabur Amla Hair oil,Dabur Fem,Dabur GulabariSamantha PrabhuDabur Vatika Hair OilAnil KapoorRatanprashSalman KhanRanbaxy,s RevitalPriyanka ChopraDabur Amla Hair Oil

PUBLIC RELATIONSDabur campaigned Brave and Beautiful to reach out and honor the brave women fighting cancer.

700 Se 7 Kadam campaign aims at creating awareness about hygiene issues in rural India.913750 school kids benefiting from our healthcare initiatives.192 rural kids gaining education at Daburs non-formal education centres (SANDESH).2028 beneficiary families of their self help group initiatives.232 women gaining education at their adult education centres.544 women trained at their vocational training centres.

Dabur has been listed in Top 25 Companies for CSR in India

HOARDINGSBanners and posters

ADVERTISEMENTSPrint Media Magazines

Television advertisements

PROMOTIONALThey offer free samplesThey provide offers such as buy 1 get 1 freeThey sometimes offer extra quantity at the same price.

PROMOTIONDABUR CHYAWANPRASHZandu Sona Chandi Chyawanprash3 times more immunity (2) Available in 4 flavor (Orange, chocklate,Mango & Mix fruit) (3) Also available Sugar free Chyawanprash (Target market diabetes / health conscious)Bollywood Big B Amitabh Bachchan (2011) to Indian Cricket Skipper M.S.Dhoni (2012) and now Bollywood star Madhuri Dixit (2013) endorsed the brand Dabur ChyawanprashImmunity + Strong brain power & concentration and Better memory. Brand gives value addition benefits apart from strong immunity.

Sona Chandi Chyawanprash was endorsed by Bollywood star Shahrukh khan but since 2012 brand is being promoted without any celebrity.

Campaign StrategyTelevision Commercial:-http://www.youtube.com/watch?v=0M9kJlJZcgA(Dabur Chyawanprash)Campaign Strategyhttp://www.youtube.com/watch?v=c_1dLEgqw8A(Zandu)

PRICE

PRICE LEVELDabur Glucose-D1kg Rs. 149200gms Rs. 47

Dabur Chyawanprash1kg Rs. 175500gms Rs. 100250gms Rs. 55

PRICING WITH COMPETITORSsizeDABUR CHYAWANPRASHSizeZandu Sona Chandi Chyawanprash

250gmRs.55450gmRs.130500gmRs.100900gmRs.2301kgRs.175

SALES FORCEFigures in croresDabur has 6434 employees who gives following revenue

FLEXIBILITYDabur offers to its dealers with 30 days of flexibility.It allows them to keep stock and pay after 30 days.

DIFFERENTIATIONWhile Dabur Amla is priced at Rs 24 each for 100 ml, Shanti Amla is available in four pack sizes - 50 ml for Rs 8, 100 ml for Rs 15, 200 ml for Rs 28 and 300 ml for Rs 43.

Vs.

PESTLE ANALYSIS ON DABURPOLITICAL FACTORS:Government intervenes : Government support the industry to expand & to export it's products & to grow.Trading policies : Trading policies are also favorable for dabur company so it can export it's products & it also help him to expand & to grow.ECONOMIC FACTORS :Consumer focus : They are continuously focusing on analyzing the consumer needs & develop products to fulfill there needs.

SOCIO-CULTURAL FACTORS :Demographics : Demographics is the study of human population in the economy. It helps the organzation to divide the markets in different segments to target a large of customers. Consumerism : This indicates that a large number of options are available while purchasing of goods to consumers, so the choice becomes easy & quality products can be selected by consumers.TECHNOLOGICAL FACTORS :Discoveries & innovation : Continuous innovation in products & processes is the basis of there services. They provide consumers with innovative products within easy reach

ENVIRONMENTAL FACTORS :Environmental protection : Responsible company to protect Ecological system & use Eco-friendly products.LEGAL FACTORS :Companies law : The company fulfill all the Company law requirement so as to grow & develop & to sustain in the competitive market.Consumer protection : This law helps to protect the rights of consumers & he can file a case against seller if he find that he is cheated.

Reference:http://www.ukessays.com/essays/business/pestel-analysis-on-dabur-company-business-essay.php#ixzz3s6yWHPSI

SWOT AnalysisStrength1.Strong Dabur brand name2.Excellent branding and advertising3.Excellent distribution and availabilityWeakness1.Declining popularity in the urban areasOpportunity1.Leverage successful brand Dabur2.Advertise more3.Buy out competitionThreats1. Threat from local medicinal herbs in rural areas2.People preferring international health brands

ANS-OFF MATRIX

OLD PRODUCT NEW PRODUCTOLDMARKETNEWMARKET

MARKET PENETRATION

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DIVERSIFICATION

MARKET DEVELOPMENT

GE MATRIX

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