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