Dabur company market over wive ppt

Dabur Company

Dabur Company

Industry Introduction

FMCG , it is an acronym for Fast Moving Consumer goods industry primarily deals with the production, distribution and marketing of consumer packaged goods. The Fast Moving Consumer Goods (FMCG) are those consumables which are normally consumed by the consumers at a regular interval.

FMCG industry economy

FMCG industry provides a wide range of consumables and accordingly the amount of money circulated against FMCG products is also very high. The competition among FMCG manufacturers is also growing and as a result of this, investment in FMCG industry is also increasing, specifically in India, where FMCG industry is regarded as the fourth largest sector with total market size of US$13.1 billion. FMCG Sector in India is estimated to grow 60% by 2010. FMCG industry is regarded as the largest sector in New Zealand.

 Common FMCG products

Some common FMCG product categories include food and dairy products, glassware, paper products, pharmaceuticals, consumer electronics, packaged food products, plastic goods, printing and stationary, household products, photography, drinks etc. and some of the examples of FMCG products are coffee, tea, dry cells, greeting cards, gifts, detergents, tobacco and cigarettes, watches, soaps etc.

 Market potentiality of FMCG industry Some of the merits of FMCG industry,

which made this industry as a potential one are low operational cost, strong distribution networks, presence of renowned FMCG companies. Population growth is another factor which is responsible behind the success of this industry

Leading FMCG companies

Some of the well known FMCG companies are Dabur, Nestlé, Unilever, Procter & Gamble, Coca-Cola, Pepsi etc.

Job opportunities in FMCG industry FMCG industry creates a wide range of

job opportunities. This industry is a stable, diverse, challenging and high profile industry providing a wide range of job categories like sales, supply chain, finance, marketing, operations, purchasing, human resources, product development, general management.

COMPANY INTRODUCTION Dabur India Limited made its beginning with a small

pharmacy in Kolkata in 1884 .Dr S.K.Burman Dabur India Ltd is fourth largest company in India

with interest in Health care, personal care and food products.

For Dabur company nature is lifeline of their business. Hence to produce their products it always .User ayurvedic and natural methods.

Dabur work in active collaboration with nature to provide the best of herbal health and personal care products its consumers. Having a history of 125 years.

Mission statement of Dabur “being a leader in the

natural foods beverages industry and aims in offering quality products and distributors higher returns to stake holders”

Vision statement of Dabur “Dedicated to the health

and well being of every household”

OBJECTIVE OF DABUR Ownership They accept personal responsibility and accountability to

meet business needs. Passion for winning They are leaders in the area of responsibility with deep

commitment to derive result. They are determined be the most at doing what matters most. 

People development People are most important asset. They add value through

result driven training and encourage reward excellenceConsumer focus Having a superior understanding consumer needs and

develop products to full fill better. 

Team work They work together on the principle of mutual

trust and transparency in boundaryless in advocating proposals including recognizing risk.

 Innovation Continuous innovation in product and process is

the basis of their success. Integrity They are committed achievement and business

success with consumers with business partners and with each others.

Products of DaburHealth care Health supplements Chwanprash, Honey Oral care Dabur lal manjan ,Red tooth paste Digestive Hajmola Personal care Hair care Dabur Amla Hair oil, vatika coconut oil

vatika black shine shampoo Vatika

dandruff controller

Skin care Dabur gulabi rose water, dabur moistures, dabur uveda Cream dabur uveda moistures

Food products Real active juice , burrsl

homemade,lemoneezand capsico 

Home care Dazzil ,Odnos ,Odonil

nature ,Odopic Sanifresh

BRAND CORE NEED AUXILLARY NEED

a) DaburChawan prash

Strengthens body’sImmunity system

1. Protection from infections like cold cough

2. Totally chemical free , natural and safe.

b) Dabur Honey Health and fittness Replacement for the sugar or substitute for sugar

1.Health Care

I Health Suppliment

Dubar Honey

BRAND CORE NEED AUXILLARY NEED

a) Dabur Red Tooth past

Strong teeth 1. Prevents tooth ache 2. Kills harmful germs 3. Prevents bad

breath.

2) ORAL CARE

BRAND CORE NEED AUXILLARY NEED

a) Dabur Hajmula Stimulation of digestive power

1. Increase appetite2. Controls

dyspepsia

3) Digestive

BRAND CORE NEED AUXILLARY NEED

a) Dabur Amla Hair oil

Enrichments and strangeness to hair

1. Provides healthy shiny hair .2. Beautiful hair .

b) Dabur Vatika Enriched coconut oil

Provides natural Nourishment

1. Makes hair strong .2. Better Dandruff control.

c) Dabur Vatika black shine shampoo

Maintances the black color of hair

1. Incredible shine2. No harm full chemicals

d) Dabur Vatika Dandruff Control

Remove Dandruff

1. Prevents resume of dandruff.2. Removes dandruff without

causing any dandruff hair.3. Provides beautiful hair.

2.Personal1.Hair care

BRAND CORE NEED AUXILLARY NEED

Dabur leveda complete fairness cream

*Provides complete fairness to skin

1. Makes the skin lights and nourish it

2. Slows down melanin synthesis.

3. Provides glow to skin

2. Skin Care

BRAND CORE NEED AUXILLARY NEED

Real Nature Fresh (mixed Fruit Juice)

Provides Nutrition to kids and other people

Provides energy which is equal to one time meal.

Real active Juice Provides energy and improve our health and lifestyle

1. No added suger,color and presser votives .

2. Can be used by diabetic patients occasionally .

3.Food

BRAND CORE NEED AUXILLARY NEED

a. Dazzl Superior Cleaning 1. Disinfectant floor cleaner.

2. Removes dirt and gives sparks to floor

b. Odonil Air freshner

Keeps the home fresh and provides good small.

1. Transform the. mood of family members

4.Home Care

PUNCH LINES & BRAND AMBASSADORSI. Health Care1) Health SupplimentDabur Chawanprash

Punch line: ”TWO SPOONS A DAY HELP KEEP ILLNESS AWAY”

Brand Ambassodr: “MAHENDAR SING DHONI”

Dabur Honey Punch Line: “ “ Brand Amabassador:

“AMITABACHHAN & MAHENDRA SING

DHONI “

ORAL CARE

Dabur red toothpaste Punch Line: “KEEP DENTAL PROBLEMS AWAY“

Digestive

Dabur Hajmula Punch Line: “HAJMOLA KA CHATAKARA

KARE KHANA COMPLET”

1.Hair care Dabur Amla Hair oil Punch Line: “ZYADA LAMHE

ZYADA MAZBOOT ZYADA KHUBSOORAT BAAL”

Brand Amabassador: Rani Mukarjee

Personal

Personal

Dabur Vatika Enriched coconut oil

Punch Line: “PROOF HAI BETTER HAI” Brand Amabassador: Geneliya D. Souza

Personal

Dabur Vatika black shine shampoo

Punch Line:

Brand Amabassador:

2.Personal

Dabur Vatika Dandruff Control

Punch Line:” REMOVES DANDRUFF LOVES HAIR”

Brand Amabassador: Preeti Zinta

Skin Care

Dabur uveda complete fairness cream Punch Line: “ “

Brand Amabassador: Vidya Balan

Food

Real Nature Fresh (Mixed Fruit Juice) Punch Line: : “ MY REAL FRUIT POWER”

Brand Amabassador:

Food

Real active Juice Punch Line: “ I AM ACTIVE ”

Brand Amabassador:

Home Care

Dazzl Punch Line:

Brand Amabassador: ‘ Smruti Irani ‘

Home Care

Odonil Air freshner Punch Line: “ MOOD BADAL DE “

Brand Amabassador:

DABUR HLL(Hindustan Uniliver Limited)

P&G(Proctle &Gamble)

INDUSTRY COMPETITORS

DABUR BRANDS

OTHER COMPETITIVE BRANDS

ORAL CAREDabur red tooth paste

Pepsodent,Close up

BRAND COMPETITORS

DABUR BRANDS

OTHER COMPETITIVE BRANDS

HAIR CAREVatika Enriched Coconut OilVatika Black Shine ShampooVatika Dandruff Control.

Sunsilk, Pantene, Clinic Plus.Head and Shoulders.

BRAND COMPETITORS

DABUR BRANDS

OTHER COMPETITIVE BRANDS

SKIN CAREDabur Uveda Fairness Cream

Fair and Lovely Fairness Cream.

BRAND COMPETITORS

DABUR BRANDS

OTHER COMPETITIVE BRANDS

FOOD CAREReal Nature Fresh Real Active Juice

Kissan Fruit JuiceTajmahal tea, Broke Bond tea, BRU-Coffee.

BRAND COMPETITORS

DABUR BRANDS

OTHER COMPETITIVE BRANDS

HOME CAREDazzl.Odonil air fresher.

Domex, Cif, Mr-CleanFebreze.

BRAND COMPETITORS

COMPETITORS OBJECTIVES

Ensure safety of its products and operations for the environment by using standards of environmental safety, which are scientifically sustainable and commonly acceptable.

· Develop, introduce company to meet the company standards as well as statutory requirements for environment. Verify compliance with these standards through regular auditing.

· Assess environmental impact of all its activities and set annual improvement objectives and targets and review these to ensure that these are being met at the individual unit and corporate levels.

HUL(Hindustan Unilever Limited)

COMPETITORS OBJECTIVES · Involve all employees in the implementation of this Policy

and provide appropriate training. Provide for dissemination of information to employees on environmental objectives and performance through suitable communication networks.

· Encourage suppliers and co-packers to develop and employ environmentally superior processes and ingredients and co-operate with other members of the supply chain to improve overall environmental performance.

· Work in partnership with external bodies and Government agencies to promote environmental care, increase understanding of environmental issues and disseminate good practice.

COMPETITORS OBJECTIVESP&G([Proctle and Gamble)ObjectivesIntegrety They always try to do the right things. they are honest and

straight forward with each other. They operate within the spirit of law and uphold the values

and principles of P&G every action and decisionLeadership They all are leaders in area of responsibility. They have a clear vision. They focus their resources to achieve leadership objectives

and strategiesOwnership They all act like owners treating the companies assets as their own & behaving with the companies long-term success in

mind.

COMPETITORS OBJECTIVESPassion for Winning They are determined to be the best at doing what matters

most. They have a compelling desire to improve and to win in

the marketplace.Trust They respect P&G colleagues, customers and consumers. They have confidence in each other's capabilities and

intentions. They believe that people work best when there is a

foundation of trust. Innovation They place great value on new consumer innovations.

Competitor strengths and weakness

HUL(Hindustan Unilever Limited)

Strengths HUL’s distribution n/w is covering over

3400 distributors & 16 million outlets. This helps them to maintain heavy volumes.

HUL has been continuously able to grow at a rate more than growth rate for FMCG sector.

CONTD…..

Weakness HUL’s market dominance, originating

from its extensive rich and strong brand presence , allowed it to raise the prices even as raw materials were getting cheaper.

They are trying to cut down their cost in order to protect their volumes.

CONTD…..P&G([Proctle and Gamble)Strengths  Leading Market Position

Diversified and innovative product Portfolio

Strong Finances in past years     

SWOT analysis-Weaknesses  Quality control Problem   Decreased Revenues in their Northeast Asian Market

Decide whom to attack & whom to avoid (S-Strong-Weak-Closed-Distant-Good-Bad)

Justisification: As reference to brand competitors for most of the dabur brand they are providing substitutes with equal features, so, that wise HUF are strong, close & good competitors for Dabur.

Competitor S W C D G B Attack Avoid

HUL √

-

- - - - √ -

Competitor S W C D G B Attack Avoid

P & G -

√ - - - - - √

Justification:

As considering P & G brands in Indian market there are only few brands are there which competes with dabur brands so, we assume that P & G weak, distant & good competitors.

PRODUCT PRICE PLACE OR DISTRIBUTION CHANNEL

PROMOTION

1.Dabur minimum price a) Candy

0.50 paisa

Manufacturer

Wholesaler

Retailer

Consumer

TV commercials Newspapers POP Display Wall Painting Video Vans Sales Proportions

Four P’s of Dabur

b)Chawanprash Rs.695 (with shipping)

Manufacturer

Wholesaler

Agents

Retailers

TV commercials Newspapers POP Display Wall Painting Video Vans Sales Proportions

Four P’s of Dabur

Market Share of Dabur

68%CCD

1%

OTHERS

Pricing Strategy : Dabur implented value based, cost based,compitator based

pricing stragies.

Value based: pricing is done based on companies' image in the market. Ex:chwanprash

Cost based: pricing is done based on cost of production. Ex: hajmola.

Competitor based: pricing is done based on competitors. Ex: vatika dandruff control shampoo. 

FACTORS HIGH/MEDIUM/LOW IMPACT

JUSTIFICATION

Cultural factors High impact

As dabur company is based on “ayurvedic and natural” methods. Ayurvedic is basically from and Indians believe that method.

Social factors High impact

Dabur is having a history of 125 years. It’s a well known and old company in the society, and as company’s vision is to provide the well being of society.

F ACTORS INFLUENCING BUYING BEHAVIOUR

Personal factors High impact

Dabur products are categorized into oral care, hair care, skin care, health care, food, home care, which mainly concentrate on children, old age people, women’s teenagers etc. company is promoting it’s products through famous celebrities like amitab bachhan, dhoni,rani mukharjee etc.

Pschycological factors

Medium impact

Dabur is old, and well known company, mainly it is ayurvedic based.

Dabur is international company customer has trust on dabur company.

BUYING DECISION PROCESS

This is important for anyone making marketing decisions. It forces the marketer to consider the whole buying process.

BUYING DECISION PROCESS

Need recognition: First basic need of purchasing is to be identified. Ex: to purchase a vatika dandruff control shampoo basic need is dandruff controlling.

Information search: Through information sources like, retailers, suppliers, family, friends, dealers, advertise etc.

Evaluation of alternatives: Evaluation of substitutes for purchasing product. Ex: for vatika dandruff control shampoo substitutes are head & shoulders, clinic all-clear etcPurchase: After evaluating all alternative products customer choose best alternative which fulfills his/her need.

Post-purchase evaluation: Experience of customer after using product. Depending his/her experience, customer may or may not satisfied.

Conclusion Nature is the lifeline of Dabur company.

Dabur works in active collaboration with nature to provide the best of ayurvedic ,herbal health and personal care products to its consumers. They define their business in ways that provide societal, environmental, and economic benefits to the communities and Geographic’s where they operate.