CORPORATE STORY ON MasTer school of management ,meerut ANKUR TYAGI PRIYANKA KUMARI AFTAB HUSSAIN SAROJ SAH
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