Dabur India Ltd- A Case Study

Presented by:Snehal Soni N-47Pankaj Nagpal N 37Ajay Dhamija N 1Vandana Gupta N 58Dhruv 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 towardHerbal 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 Segments1. Health Care, Home Care and Food Division: Two Approaches

• Expand The total Market

• Expand the Market Share

2. Hair Care segments and Oral Care:

• Nicher Strategy

•Challenger strategy : Flanking Strategy

3. Skin care and Baby Care:

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