CORPORATE STORY ON

MasTer school of management ,meerut

ANKUR TYAGIPRIYANKA KUMARIAFTAB HUSSAINSAROJ SAH

AGENDA

COMPANY PROFILE HISTORY WHY DABUR ? PRODUCT PORTFOLIO MARKETING STRATEGY & CHALLENGES COMPANY FOCUS LATEST INNOVATION FINANCIAL OVERVIEW ORGANISATIONAL STRUCTURE (HR) & CSR

WHY DABUR ?

REPUTED COMPANY OF INDIA.

RICH HERITAGE OVER THE 131 YEARS.

BRAND LOYALTY IN CUSTOMERS.

EASILY AVAILABILITY OF PRODUCT IN THE MARKET.

COMPANY PROFILE

Fourth largest FMCG company in India. Founded in 1884 By Dr. S.K Burman.Headquarter in Ghaziabad.

World’s largest in Ayurveda and natural healthcare. Strong Overseas Presence Over 60 Countries and Accounts for over 30% of the Total Turnover.

Building a legacy of quality and Experience of over 131 years. Dabur has Successfully Transformed itself from a Family run business to become a Professionally run Enterprise.

MISSION

To maximize shareholder’s value, by offering superior quality nature based products, that contributes in improving consumer’s life in Personal care, Health Care and foods.

VISION

CORE VALUES

Innovation , Responsive, Simplicity, Team Orientation.

“HEALTH AND WELL BEING OF EVERY HOUSEHOULD”

MILESTONES 1884 - Established by Dr. S K Burman at Kolkata. 1919 - First R&D unit established.

1936 - Dabur (Dr. S K Burman) Pvt. Ltd. Incorporated.

1984 - Dabur completes 100 years.

1994 - Comes out with first public issue.

1996 - Enters foods business with the launch of Real Fruit Juice.

2005 - Dabur Aquires Balsara

2008 - Acquires Fem Care Pharma

2011 - Dabur launches its first-ever online shopping portal

2011-Dabur enter into Sri Lanka market

Anil BurmanVice-Chairman

Sunil DuggalCEO

Anand C.Burman Chairman

CHIEF EXECUTIVES

SEGMENTATION

On The Basis Of Usage & Consumption

TARGETING

Health conscious And Hygienic People

POSITIONING

Celebrates Life

Middle Income Group

BCG MATRIX

• REAL JUICE • VATIKA SHAMPOO

• VATIKA SOAP &FACE PACK

• DABUR RED POWDER

• CHYAWANPRASH

• DABUR LAL TEL

STAR ?

DOGCASH COW

RELATIVE MARKET SHARE

MAR

KET

GRO

WTH

RAT

E

HIGH

LOW

HIGH LOW

SWOT ANALYSIS

STRENGTHS Strong Brand image. Core knowledge of Ayurveda as competitive

advantage. Brand Loyalty. World’s Largest Ayurvedic medicine provider. Robust Distribution Channel. R &D – A Key Strength. Leader in Herbal Digestives with 90% market share.

WEAKNESSES No Direct Outlet Lack Of Awareness About Ayurvedic Product. Seasonal Demand (CHYAWANPRASH) Limited Differentiation.

OPPORTUNITIES Market Development

Export Opportunities

Innovation

Increasing income level of the middle class

THREATS• Existing Competition.

• New Entrants.

• Allopathic Medicines.

cAtEGORY WISE COMPETITORSCATEGORY MAIN COMPETITORS

FRUIT JUICE TROPICANA ,FROOTI ,MAZZA

HAIR CARE HUL, MARICO

SKIN CARE P&G ,HIMALAYA,HUL

DIGESTIVES HIMAMI ,HAMDARD

HEALTH SUPPLEMENT HIMAMI, ZANDUAND HIMALAYA

HOME CARE HUL AND P&G

MARKETING MIX PRODUCT

PRICE

PLACE

PROMOTION

Product CATEGORYHOME CARE HAIR CARE SKIN CARE DIGESTIVES CONSUMER

HEALTHODONIL HAIR OILS

(AMLA,ALMOND)GULABRI ROSE

WATERHAJMOLA PUDIN HARA

ODOMOS SHAMPOOS(VATIKA)

GULABRI LOTION

HAJMOLA CANDY DASMULARISTH

SANI FRESH CONDITONERS FEM BLEACH HINGOLI HONITUS COGH SYRUP

ODOPIC DISH WASH

SHILAJIT GOLD & BALM

Contd…..ORAL CARE HEALTH

SUPPLEMENTFOOD BABY CARE

DABUR RED PASTE & POWDER

CHYAWANPRASH REAL JUICE DABUR LAL TAIL

MESWAK HONEY REAL ACTIVE DABUR JANMA GHUNTI

BABOOL GLUCOSE DABUR GRIPE WATER

PROMISE

FOOD19%

SKIN CARE5%

ORAL CARE14%

HOME CARE6%

HEALTH SUPP.18%

DIGESTIVES6%

HAIR CARE23%

HEALTH CARE9%

CATEGORYWISE SALES IN %

Annual Report: 2015

priceValue Pricing

Going-rate-Pricing

Price Discounts and allowances

pLACEPresence over 60 Countries.1.25 Million Retailers. Market Penetration in both Urban And Rural

MarketIntense Distribution Channel.

promotion Television Advertisement Magazines Cinemas Hordings And Internet

Refunds/rebates Free sample Sales contest Festivals coupons

Sales Promotional Tools

Brand ambassadorS

PRIYANKA CHOPRA AJAY DEVGAN SONALI BENDRE AMITABH BACHAN

DABUR FACTORY

CARRY AND FORWARD AGENT

STOCKIST INSTITUTE AND MODERN TRADESUPER STOCKIST

WHOLESALERS SUB STOCKIST

RETAILERS

CONSUMERS

Enterprise Resource Planning (ERP)

A software system integrates core business are such as:

Manufacturing Distribution Financial Human resources

Erp MODEL

RECRUITMENT

Reason For Recruitment

New expansion New planning Retirement

Source Of Recruitment

Internal External

VACANCY IN ANY DEPARTMENT

APPROVAL FROM M.D

ADVERTISEMENT

DIRECT APPLICATION

COLLECTION OF APPLICATION

SCRUITINISATION OF APPLICATION

INTERVIEW

MEDICAL CHECK UP

SELECTION

SELECTION PROCESS

TALENT MANAGEMENT

Emphasis on Talent Acquisition, Development, Retention and Motivation. Career development Centre.

Designing an effective Performance Management System.

Improving Performance through Reward and Recognition Programme called “APPLAUSE”.

HR FOCUSEmployees Well Being Programme: The objective of this scheme are :- To Reward Contribution of Employees Beyond Normal Monetary Rewards. To Recognize and Applaud for Immediate Recognition. To Promote Positive Behaviors in the Organization.

Rising stars

Honours club

Eureka

SPOT Recogniti

on

HR POLICIES

Gender Diversity.

Training and Development.

Work life Balance.

Talent Acquisition.

Environment ,Health & Safety.

COMPETITORS ANALYSISName SH.Price Market

Cap.(Rs. cr.)

SalesTurnover

Net Profit Total Assets

HUL 802.40 173,627.64 30,805.62 4,315.26 3,724.78

Dabur India 275.30 48,372.67 5,431.28 762.58 2,465.32

Godrej Consumer

1,174.00 39,978.57 4,429.80 654.45 3,383.39

Emami 1,211.10 27,488.05 2,030.64 471.63 1,220.53

Marico 395.00 25,480.88 4,681.20 545.17 2,520.27

Colgate 1,836.65 24,977.12 3,981.94 558.98 770.31

P and G 5,980.00 19,411.52 2,333.79 346.14 1,002.90

Rs. In Cr.

2010-11 2011-12 2012-13 2013-14 2014-150

2

4

6

8

10

12

14

1614.39

12.3213.58 13.8 14.04

11.6812.16

14.713.8 14

NET PROFIT MARGIN %

2010-11 2011-12 2012-13 2013-14 2014-150.00

5,000.00

10,000.00

15,000.00

20,000.00

25,000.00

30,000.00

35,000.00

NET SALES AND it’s GROWTH RATE IN %

8.9%

9.1%

9.12%

8.7%

8.5%

8.9%

8.7%

FY 2011 FY 2012 FY 2013 FY 2014 FY 20150

2

4

6

8

10

12

5.796.49

7.32 7.368.12

6.92

8.749.93

10.42

11.84COGS / Average Inventory

Tim

esINVENTORY TURNOVER RATIO

2010-11 2011-12 2012-13 2013-14 2014-150

0.2

0.4

0.6

0.8

1

1.2

1.4

0.99

1.121.17

1.08

0.890.8600000000000010.830000000000001

0.7600000000000020.7400000000000010.750000000000002

CURRENT RATIO

Return On Capital Employed

FY 2011 FY 2012 FY 2013 FY 2014 FY 20150

20

40

60

80

100

120

140

160

30.55 30.31 30.89 35.38 33.25

100.195.36

155.28140.05 139.22

Net Profit / Capital Employed

Perc

enta

ge

FY 2011 FY 2012 FY 2013 FY 2014 FY 20150

500

1000

1500

2000

2500

3000

25.3 15.68 17.18 21.98 33.89

2710

2127.05

174.12 123.33319.66

PBIT / Interest

Tim

esINTREST COVERAGE RATIO

Earning Per Share (EPS)

FY 2011 FY 2012 FY 2013 FY 2014 FY 20150

5

10

15

20

25

3.27 3.7 4.39 5.26 6.08

10.6812.95

17.75 18.2920.22

Net Profit / No. Of Shares

Rupe

es

Common Size Of Dabur (Balance Sheet)

Mar'2015Mar'2014 Mar'2013 Mar'2015Mar'2014 Mar'2013Equity Share

Capital 4.28% 5.16% 5.30% Net Block 46% 52% 48%

Reserves 77.41% 60.44% 47.50%Investments 44% 32% 19%

Secured Loans 11.33% 10.44% 13.68%

Net Current Assets 10% 16% 33%

Unsecured Loans 6.54% 6.80% 14.36%

Minority Interest 0.44% 0.39% 0.29%

Total Liabilities 100.00% 100.00% 100.00% Total Assets 100% 100% 100%

Liabilities Assets

Common Size Of Dabur (Profit & Loss)

Mar' 15 Mar' 14 Mar' 13

Revenue 100% 100% 100%

Raw Materials 47% 48% 49%

Power & Fuel Cost 1% 1% 1%

Employee Cost 9% 8% 8%Miscellaneous Expenses 25% 25% 25%

Operating Profit 16% 16% 16%

PBDIT 18% 18% 18%

Interest 1% 1% 1%

PBDT 18% 17% 17%

Depreciation 1% 1% 2%

PBT 16% 16% 15%

Tax 3% 3% 3%

Net Profit 13% 13% 12%

Common Size Of HUL(Balance Sheet)

Mar'2015 Mar'2014 Mar'2013 Mar'2015 Mar'2014 Mar'2013

Equity Share Capital 5.29% 6.00% 5.80%Net Block 69% 81% 74%

Reserves 93.05% 92.12% 92.97%Investments 74% 84% 69%

Secured Loans 0.17% 0.23% 0.66%

Net Current Assets -43% -65% -42%

Unsecured Loans 0.88% 1.03% 0.00%

Minority Interest 0.61% 0.62% 0.56%

Total Liabilities 100.00% 100.00% 100.00%Total Assets 100% 100% 100%

Liabilities Assets

Common Size Of HUL(Profit & Loss)Mar' 15 Mar' 14 Mar' 13

Revenue 100% 100% 100%

Raw Materials 49% 50% 51%

Power & Fuel Cost 1% 1% 1%

Employee Cost 5% 5% 5%Miscellaneous Expenses 25% 25% 24%

Operating Profit 16% 15% 14%

PBDIT 20% 18% 19%

Interest 0% 0% 0%

PBDT 20% 18% 19%

Depreciation 1% 1% 1%

PBT 19% 17% 18%

Tax 6% 4% 4%

Net Profit 13% 13% 14%

Financial Trend

ACHIEVEMENT AND AWARDS

Dabur Ranked 182 in the ET-500 list Of India Inc's Heroes.

Dabur ranked 7th Most Respected Company in the FMCG in India.

Dabur ranked 45 among Most Trusted Brands In India. ( According to Brand Trust Report 2011).

The Burman family, Promoters of Dabur, ranked 20th in Forbes' 'The 100 Richest Indians' list.

'Doing India Proud' in Limca Book of Records 2010.

CORPORATE SOCIAL RESPONSIBILITIES

SUNDESH (Sustainable Development Society)

HEALTH CARE PROGRAMMESEye Care CampsAIDS Awareness

SWASTHYA CHETNA ABHIYAN

REFERENCESwww.moneycontrol.comwww.dabur.comwww.hul.co.inAnnual Reports 2015

THANK YOU