Dabur Marketing Strategy
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Transcript of Dabur Marketing Strategy
Market Analysis ofBabool ToothpastePresented by:1. Akshay Kumar2. Jaison Babu3. Karandeep Singh4. Niranjana Narayan5. Sudipta Samanta
Dabur
• FMCG, manufactures & markets ayurvedic and natural healthcare products
• Known for herbal products• Consumer care division (CCD) handles FMCG business• Portfolio: Haircare, Health supplements, Skin and body care,
Home care, Beverages• 60 countries, 350 products• Recent venture into retail business.
SWOT Analysis
STRENGTHS1. Niche Products/Herbal Segments2. Innovative products and New Launches
WEAKNESS1. Finances
OPPORTUNITIES1. Low penetration levels in rural segments 2. Acquisitions of local herbal brands
THREATS1. Major International Players 2. Modern lifestyle trends
Total Market Value
2006 2007 2008 2009 2010 20110
10,000
20,000
30,000
40,000
50,000
60,000
31,151.334,089.5
37,752.641,917.8
47,265.4
55,472.3
Year
Tot
al M
arke
t Val
ue (I
NR)
Product
• Babool – Natural toothpaste, medicinal properties• Three product variants:
– Babool toothpaste– Neem variant– Babool Fresh Mint Gel
• Stock keeping units:– Normal and Neem variant: Family pack, 380gm, 190gm,
90gm, 50gm, and 30gm– Fresh Mint Gel: 35gm + Toothbrush, 70gm, and 145gm
Price
• Target: Economy Market Segment.
• Price: Rs. 35 for 200gms
• Elastic demand due to the economy market segment
• Any price changes or promotional offers impact sales heavily.
Channels of Distribution
• Strong distribution network
• Clearing & Forwarding agents are third-party contracts• Eliminates need for godowns and maintenance• Sales team takes ready stock, or takes orders and then
supplies goods• Salesman has a daily routine as a part of ‘beat’• Company sales team keeps check of stock and monthly report• Retailer margin > Stockist margin
Manufacturing Plant
Clearing & Forwarding
Agent
Stockist/Distributors Retailers Consumers
Promotion
• New advertisement campaigns in December 2011.• Focus on natural ingredients, medicinal value and strength.• Tie up with media and movies – Dabang Babool contest • Sales promotion techniques
– Free toothbrush with family pack– 2 for less offers
5C Analysis
Climate
Company
Competitors
Collaborators
Customers
Competitors
45%
30%
10%
7%
2% 2%2%1% 1% 1%
Colgate-Palmolive CompanyUnileverDabur India LimitedAnchor GroupOtherIndoco Remedies LimitedHimalaya Drug CompanyManeesh Pharmaceuticals Pvt. Ltd.GlaxoSmithKline PlcJ.L Morison (India) Ltd
Total Market Value: 41901.2 Million INR
CompetitorsCompany 2008 2009 2010 2011 Brands
Colgate-Palmolive Company 46.67% 47.18% 45.51% 44.72%
Colgate, Cibaca, Colgate Sensitive, Active Salt
Unilever 28.62% 28.72% 29.52% 30.47%Close-up, Pepsodent, Whitening, Sensitive
Dabur India Limited 8.88% 9.02% 9.36% 9.72%Babool, Red-Gel, Meswak
Anchor Group 6.70% 6.74% 6.76% 6.79% AnchorOther 4.32% 3.42% 3.06% 2.34%
Indoco Remedies Limited 1.67% 1.72% 1.84% 1.90% Sensodent, Sensoform
Himalaya Drug Company 1.46% 1.48% 1.53% 1.56% Himalaya herbalsManeesh Pharmaceuticals Pvt. Ltd. 1.24% 1.29% 1.33% 1.38% Smyle
GlaxoSmithKline Plc 0.10% 0.10% 0.61% 0.61% SensodyneJ.L Morison (India) Ltd 0.43% 0.44% 0.48% 0.51% Emoform
Company
55.6%33.3%
11.1%
BaboolRed-GelMeswak
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
Series1
0.001 0.001 0.001 0.001 0.0439
0.0471
0.0488
0.0494
0.0518
0.0543
0.50%
1.50%
2.50%
3.50%
4.50%
5.50%
% M
arke
t Sh
are
of B
aboo
l
Product Portfolio of Toothpastesfrom Dabur
Climate
• Dabur Babool belongs to specialist segment (Herbal Toothpastes)• Market share in herbal segment: 40.2 Million units (2012)• Total Units: 1212 Units (2012)
StandardCosmeticSpecialistBicarbonate of soda
Collaborators
71%
11%
6% 6%5%
1%
Independent RetailersConvenience StoresPharmacies / drugstoresSupermarkets / hy-permarketsSpecialist RetailersDepartment Stores (incl. Duty-Free Shops)
Customer
2006 2007 2008 2009 2010 20110
1,000
2,000
3,000
4,000
5,000
6,000
7,000
3,150.1
3,762.84,133.9
4,468.5
5,198.1
6,157.4
941.61,318.2 1,384.1
1,608.71,929.6
2,364.0
Dabur Market Share
Year
Tot
al M
arke
t Val
ue (I
NR)
Customer
• INR 4,400 crore oral care market• Groth rate: 18% in terms of value
13% in terms of volumes• Urban customers – product and price conscious• Economy herbal positioning• Typical family of 4 buys 200 gm pack, lasts 3-4 weeks• Buying decision – careful, not impulsive• Factors affecting decision - Parent company
Brand nameGum protection, mouth freshening
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