Presented By-

PARAS VOHRASWATI MANUJA PRAGYA SHARMA GAURAV KUMAR

About Dabur

•India’s 4th leading FMCG company.

• Strategic business units in Healthcare, personal care and food care.

• Legacy over 100 years.

• widespread over 50 countries.

•Leader in Herbal Digestives with 90% market share.

VISION & MISSION

• VISION- “Dedicated to the health & well-being of every household”

• MISSION-”maximizing shareholders’ value, by offering superior quality nature based products, improving consumers’ life in personal care, health care and foods.”

PRINCIPLES

• Ownership

• Passion for Winning

• People Development

• Consumer Focus

• Team Work

• Innovation

• Integrity

ORGANIZATION STRUCTURE

• 3 major strategic business units (SBU)

– Family Products Division (FPD)

– Healthcare Products Division (HPD)

– Ayurvedic Specialities Ltd (ASL)

– Key point about this structure-Flatter

– Reengineer its sales and distribution structure

SUPPLY CHAIN

• Dabur- The Oldest Supply Chain in India

• Characteristics about the supply chain-

– Wide and integrated distribution network

– Improved distribution system through its unique Retails Excellence program, “DARE”

– Direct Shipment Strategy

– ,Dabur has achieved cost and lead time reduction

APPRAISAL PERFORMANCE

• Appraisal Process-

– Established Performance Standards

– Communicate Performance expectations to employees

– Measure actual performance

– Compare actual performance with set standards

– Discuss the appraisal with the employees

– To improve performance- KPA’s , KPI’s and MBO

MARKETING MIX

• Product- Products that are of excellent quality and are herbal.

– Oral products- Dabur Lal Dant Manjan

– Health products- Dabur’s Honitus Cough Syrup, Dabur Active Blood Purifier for women

– Skin products- Gulabari ,Moisturizing cream

PRICE

As, Dabur had different sub-categories it came out with

variable pricing to reach each and every target segment

One- litre bottle of Cooler (juice) was priced at Rs.50

Selective Price Reduction to increase Demand

Introduction of Smaller packs at Rs.5

Came out with Rs.1 sachet of Vatika Shampoo to increase

market share

Cutting Price to stand out against competition

PLACE

Dabur constantly kept on increasing its geographic spread to increase its sales revenues

Entered the South Indian Market

Expanding in the International Market

Presence in over 50 countries

Subsidiaries established in Nepal, Nigeria, Bangladesh and Pakistan

Focus areas : Asia Pacific, Afghanistan, Russia and other CIS countries

PROMOTIONS

Different brands have its own marketing and advertising team

Different brands had different promotions

Utilized the popularity of Indian films in the domestic and

global markets to promote its brands

Undertook the most advertising campaign with Mr. Bachchan

endorsing Dabur brands

Signed cricketer Virendar Sehwag and his wife for selected

Oral, Hair and Healthcare products

MARKETING MIX

C CORPORATE STRATEGY

Dabur follows three types of growth strategy:

1. vertical integration

2. Diversification

3. Horizontal integration

Vertical Integration

1884 Dr.SK Burman makes healthcare products in Calcutta.

• 1972 Operation and plant setup in Delhi

In 1896 Mass productions of formulations

1920 Dabur expands manufacturing units to narendrapura and daburgram

DIVERSIFICATION

2007-Foray into organized retail

2011- enters professional skin care

market

1884-Only Ayurvedicmedicines

1919-Research Labs1979- Specialized in cancer treatement

1996- Separate divisions: Health care

Family ProductAyurvedic

HORIZONTAL INTEGRATION

1992Joint venture

withAgrolimen,

Spain

1995Joint venture with Osem,Israel and Bongrain, France

2005Acquires Balsara’s

Hygiene and home

products

2008Acquires Fem Care Pharma

2011Acquires30-

plus from Ajanta Pharma

2010Buys Hobi Kozmetik

Also, Namaste LabsUS

Corporate Strategy

• SENSORY IDENTITY

Changing old Dabur tree.

• STRATEGIC INTENT

Expansion, Acquisition & Innovation across various segments.

Corporate Strategy

Contd..

• Retrenchment Strategy

–Old ERP system replaced with SAP.

• Three step approach for Stability

–POS promotion and better stocking practice.

–Customized packaging and commercials.

–Product launches.

Growth Strategy

• Growth in rural & urban demand.

• Growth in organized retail sector.

• Moved away from umbrella brand strategy.

• Retaining Dabur as corporate brand strategy.

• Enter into new catageries, innovative offereings.