CONSUMER BEHAVIOUR ON DABUR HEALTH CARE PRODUCTS

Presented By:

Ankit Agarwal D-08

Anshul Mahajan D-11

Nitika Baid D-34

Priya Garg D-39

Priyanka Gupta D-42

P. Priyanka D-43

Sunil Garg D-48

INTRODUCTION

MR. V. C. BURMAN - CHAIRMAN OF DIL MR SUNIL DUGGAL - CEO OF THE

COMPANY. DABUR INDIA LIMITED IS INDIA'S

LEADING FMCG COMPANY. DABUR IS CURRENTLY THE 4TH

LARGEST INDIAN CONSUMER GOODS MANUFACTURING COMPANY (FMCG).

CONTD…….

LEADING CONSUMER GOODS COMPANY IN INDIA WITH A TURNOVER OF RS. 2,233.72 CRORES (FY07).

PRODUCTS OF DABUR ARE MARKETED IN MORE THAN 50 COUNTRIES WORLDWIDE.

CONTD…….

DABUR'S HEALTH CARE RANGE BRINGS FOR THE CUSTOMER A WIDE SELECTION OF HERBAL PRODUCTS.

DABUR CHYAWANPRASH AND HAJMOLA BOTH GIVES REVENUE OF RS.100 CRORES EACH.

CONTD…….

DABUR CHYAWANPRASH IS THE LEADER WITH 65% SHARE.

DABUR’S DIGESTIVES CATEGORY COMMANDS 90% OF THE HERBAL DIGESTIVES MARKET.

HAJMOLA ITSELF IS A MARKET LEADER WITH 75% MARKET SHARE.

HISTORY

CONTD…….

CONTD…….

CONTD…….

MANUFACTURING

PRODUCTION FACILITIES TO INCREASE IN-HOUSE PRODUCTION AND TO GET MAXIMUM BENEFITS.

THE COMPANY BELIEVES IN COST AND QUALITY LEADERSHIP THROUGH TECHNOLOGY.

THIS HAS ALLOWED FOR MUCH GREATER CONTROL ON PRODUCTION.

IT IS BEST IN CLASS TQM AND TPM PRACTICES.

RESEARCH AND DEVELOPMENT

R&D ACTIVITIES ARE FOCUSED AROUND TWO BASIC DOMAINS:-

1. TO CONTINUOUSLY DEVELOP NEW PRODUCTS.2. TO TEST AND GUARANTEE THEIR EFFICACY.

R&D ACTIVITIES INCLUDE RESEARCH ON:1. AYURVEDIC AND HERBAL PRODUCTS2. ORGANIC SUBSTANCES3. FOODS4. COSMETICS5. ORAL CARE6. PERSONAL CARE

DURING 2005-06, THE COMPANY DISPLAYED ITS EFFICIENCIES IN TERMS OF HIGH “SPEED TO MARKET” BY SUCCESSFULLY DEVELOPING ITS VATIKA HONEY & SAFFRON SOAP.

CONTD…….

THE COMPANY’S PRODUCTS REGULARLY GO THROUGH CLINICAL RESEARCH AND TOXICITY STUDIES WHICH ARE DONE IN COLLABORATION WITH DABUR DHANWANTRY HOSPITAL IN CHANDIGARH.

THE COMPANY ALSO PROMOTES CONTRACT OR CORPORATE FARMING.

SOME EXAMPLE OF CORPORATE FARMING ARE GHORBOTCH, BRAHMI, CHIRAITA AND PIPLI.

THE MAIN AREAS OF RESEARCH

TESTING AND TRIAL OF PRODUCTS. PRODUCT DEVELOPMENT FOR NEW

HERBAL HEALTH AND PERSONAL CARE PRODUCTS.

DEVELOPMENT OF NEW CHEMICAL ENTITIES AND FORMULATIONS.

NEW INITIATIVES IN PHYTO-PHARMACEUTICALS.

DEVELOPING NEW PRODUCTS AND IMPROVEMENTS IN FOODS.

SUPPLY CHAIN THE SUPPLY CHAIN FUNCTION AT DABUR

COMPRISES OF PRODUCTION PLANNING, DISPATCH, WARE HOUSING AND TRANSPORTATION.

FRONT END OF THE SUPPLY CHAIN ENDS AT THE CLEARING FORWARDING AGENT (CFA) OR THE STOCKIST.

PROJECT GARUDA SET UP BY DABUR LAYS DOWN A SET OF MEASURABLE PARAMETERS TO TEST THE HEALTH OF THE SUPPLY CHAIN.

MARKET SEGMENTATION

IT IS THE ACT OF DIVIDING A MARKET INTO DISTINCT GROUPS OF BUYERS WHO REQUIRE SEPARATE PRODUCTS.

ITS MARKET RESEARCH DIVISION HAS SEGMENTED CONSUMERS ON THE BASIS OF FOLLOWING:

1. GEOGRAPHIC VARIABLES 2. DEMOGRAPHIC VARIABLES3. USER STATUS AND LIFESTYLE

MARKET TARGETTING

ACT OF DEVELOPING MEASURES OF SEGMENT ATTRACTIVENESS.

INVOLVES EVALUATING VARIOUS MARKET SEGMENTS.

IT TARGETS DIFFERENT SEGMENTS OF POPULATION OF ALL CATEGORIES OF AGE GROUPS.

ALSO TARGETS THE POPULATION OUTSIDE INDIA.

MARKET POSITIONING

4TH LARGEST FMCG. DABUR IS NO. 4 IN MARKET CAPITAL AND

NO. 5 IN SALES AND PROFIT. DABUR CHYAWANPRASH AND HAJMOLA

ARE THE MARKET LEADER. THEY ARE THE HIGHEST CONTRIBUTOR OF

THE DABUR REVENUE.

MARKETING STRATEGY ADOPTED

ADVERTISEMENT

1. TELEVISION

2. RADIO

3. INTERNET

4. NEWSPAPER/MAGAZINES

5. HOARDINGS

PEST ANALYSIS

POLITICAL

TAXATION POLICY ENVIRONMENTAL PROTECTION LAWS EMPLOYMENT LAWS

ECONOMICAL

INFLATION EMPLOYMENT DISPOSABLE INCOME BUSINESS CYCLES ENERGY AVAILABILITY AND COST

SOCIAL DEMOGRAPHICS DISTRIBUTION OF INCOME SOCIAL MOBILITY LIFESTYLE CHANGES CONSUMERISM LEVELS OF EDUCATION

TECHNOLOGY

NEW DISCOVERIES AND INNOVATIONSSPEED OF TECHNOLOGY TRANSFERRATES OF OBSOLESCENCEINTERNETINFORMATION TECHNOLOGY

CURRENT MARKET SCENARIO

COMPETITOR

MARKET SHARE

SALES AND NET PROFIT

STRENGHTS

1. STRATEGIC PARTNERSHIPS

2. WORLD WIDE COVERAGE

3. 100 YEARS OF EXPERIENCE

4. MANUFACTURING FACILITIES

5. RESEARCH PLANTS.

WEAKNESS

NO RETAIL OUTLET

NO DOORSTEP DELIVERY.

OPPORTUNITY

OVERSEAS DEALERSHIP.

MEDICAL BIOTECHNOLOGY.

STRATEGIC ALLIANCES.

EXPORT OF AURVEDIC PRODUCTS.

THREATS

KERELA-HUB OF AYURVEDA

LOCAL COMPANIES YOGA CAMPS FOREIGN

PRODUCTS.

CONSUMERS OF THE PRODUCT

Consumers of the Product

96%

4%

Yes

No

AGE GROUP DIVISION

Age group division

9%

30%

26%

24%

11%

15 - 2525 - 3535 - 45

45 - 6060 above

DURATION OF PRODUCT USED

Duration of the Product used

11%

27%

62%

Less than 1 month 1 - 6 months More than 6 months

EXTENT OF USE OF PRODUCT

0 50 100 150 200

Dabur Chyawanprash

Glucose D

Dabur Lal Tail

Hajmola

Anardana

Pudin Hara

Dabur Hingoli

Sat Isabgol

PRODUCT

Dabur Health Care Products commonly used

Very Much To large extent To some extent Not much Not at all

REASON FOR TRYING PRODUCT

0 20 40 60 80 100 120 140 160 180

Looks

Price

Availability

Quality

Advertisement

Just what I need

Reasons for trying the Product

RATING OF PRODUCT

0 20 40 60 80 100 120 140 160

Dabur Chyawanprash

Glucose D

Dabur Lal Tail

Anardana

Hajmola

Pudin Hara

Dabur Hingoli

Sat Isabgol

PR

OD

UC

T

Rating of the Product

Excellent Very Good Good Satisfactory Poor

RESPONSE OF CONSUMERSResponse of consumers

0

10

20

30

40

50

60

70

80

90

100

Satisfaction Reuse Value ascompared to

price

Compared toother products

Recommendto others

Read productdetails

Various aspects

Yes/Good Somewhat/Maybe No/Bad

REASON FOR TRYING OTHER PRODUCT

0 20 40 60 80 100 120 140 160 180 200

Retail offer

Promotional offer bycompany

Quality

Friends and peerinfluence

Advertisement

Reasons for trying other Products

Very much To large extent To some extent Not much Not at all

SOURCE OF INFORMATION

InternetAdvertisement

FriendsOthers

0

20

40

60

80

100

120

140

160

180

200

Source of information

WHAT MAKES IT TRUSTWORTHY

AN UMBRELLA NAME FOR A VARIETY OF PRODUCTS, RANGING FROM HAIR CARE TO HONEY, DABUR HAS CONSISTENTLY RANKED AMONG INDIA’S TOP BRANDS.

ITS BRANDS ARE BUILT ON THE FOUNDATION OF TRUST THAT A DABUR OFFERING WILL NEVER CAUSE ONE HARM.

DABUR.COM

INFORMATION IS CONVEYED CLEARLY AND IN A FRIENDLY MANNER TO VARIOUS CONSTITUENTS FROM INVESTORS TO THE MEDIA.

THE SITE IS WELL-STRUCTURED WITH LOGICAL NAVIGATION AND AN AMAZING AMOUNT OF INFORMATION FROM STOCK QUOTES TO NEWS.

CONTD…….

THIS SHOWS THE BRAND’S CUSTOMER-FOCUSED ATTITUDE.

THERE IS AN ABUNDANCE OF INFORMATION FOR ITS INVESTORS AND PROSPECTIVE INFORMATION INCLUDING A DAILY UPDATE ON THE SHARE PRICE.

RECOMMENDATIONS

DIVERSIFY ITS OPERATIONS. CREATE A NICHE MARKET BY INTEGRATION OF

AYURVEDIC KNOWLEDGE WITH MODERN SCIENCE.

PROVIDE INNOVATIVE PRODUCTS TO ITS CUSTOMERS.

STRIVE FOR GLOBAL POSITIONING AS AYURVEDIC LEADER.

REALIZE ITS CORPORATE SOCIAL RESPONSIBILITY.

EXTERNAL ENVIRONMENT…….

BITS PILANI…. THE MEMORANDUM OF UNDERSTANDING (MOU) BETWEEN BITS AND DABUR PHARMA WAS SIGNED ON FRIDAY, DECEMBER 21, 2007 AT PILANI WITH THE OBJECTIVE OF FOSTERING COLLABORATION BETWEEN THE TWO INSTITUTIONS.

CONTD…….

OBJECTIVE:-PROMOTE ACADEMIC AND RESEARCH INTERACTIONS FOR INDUSTRY-CENTRIC KNOWLEDGE AND SKILL UPGRADATION.

DABUR PHARMA WOULD MAKE AVAILABLE THE NECESSARY INFRASTRUCTURAL FACILITIES FOR THE SMOOTH AND EFFECTIVE CONDUCT OF THE EDUCATIONAL PROGRAMMES.

THE H&B STORES….

HOME GROWN FMCG MAJOR DABUR INDIA TO INVEST RS 120 CRORE IN THE NEXT THREE YEARS ON ITS BEAUTY AND LIFESTYLE RETAIL INITIATIVE - H&B STORES.

HAS ALREADY APPOINTED TWO EXPATRIATES AT SENIOR MANAGEMENT POSITIONS

INTERNATIONAL TIE-UPs…..

DABUR INDIA'S HEALTH AND BEAUTY RETAIL SUBSIDIARY H&B STORES HAS TIED UP WITH LABS IN ITALY, THE UK AND THAILAND FOR DEVELOPING SOME OF ITS PRIVATE LABELS.

TARGET:- RS. 1000 CRORE REVENUE.

CONTD……

STARTING JANUARY NEXT YEAR, THE COMPANY PLANS TO SET UP 50 STORES BY THIRD QUARTER OF 2008-2009.

ANNOUNCED THE LAUNCH OF SKINCARE CREAMS AND LOTIONS.

NETWORK OF 1.5 MILLION RETAIL OUTLETS IN URBAN AND SEMI-URBAN AREAS.

HOT-GROWTH INDIAN FIRMS

HEXAWARE TECHNOLOGIES MATRIX LABORATORIES DABUR INDIA MPHASIS BFL WOCKHARDT

THANK YOU