DABUR DOC PROJECT FILE(BREAKERS)

PROJECT NAME: DABUR PVT.LTD

SUBMITED BY: BREAKERS

PROJECT GUIDE: Mrs SIRISHA

EMAIL:[email protected]

ACKNOWLEDGEMENT

The completion of project report on " DABUR INDIA LIMITED" has given us

immense pleasure and knowledge.

We would like to thank our guide Mrs.Sirisha (Project Co-Ordinator ) for her

valuable suggestions ,guidelines ,advises and encouragement throughout the

project. We are thankful to all our group members for their contribution in

successful completion of project.

PROJECT MEMBERS:

1. S. CHANDRA SEKHAR ( LEADER )2. S. LAKSHMAN RAJU3. M. VENKATESH4. P. KIRAN KUMAR REDDY5. DEVENDER SINGH RANA6. SHEETAL7. SHRUTI SRIVASTAVA8. POONAM 9. UTSAV ANTONY MONDAL

10. RAJ KUMAR11. AJAY ADHIKARI12. SOMANADH CHANDA

13. ABHISEKH TIWARY

CONTENTS

1. INTRODUCTION TO FMCG2. HISTORY OF DABUR3. MANAGEMENT & OWNERSHIP STRUCTURE4. ORGANISATIONAL STRUCTURE5. MANAGEMENT FUNCTIONAL AREAS

a. FINANCEb. MARKETINGc. HUMAN RESOURCESd. INFORMATION TECHNOLOGY

6. MANAGEMENT FUNCTIONS7. BALANCE SHEET8. DABUR’S SOCIAL INTIATIVES

9. SWOT ANALYSIS OF DABUR10.PRODUCTS AND SERVICES11.BRAND AMBASSADORS12.COMPETITORS13.CONCLUSION14.BIBILOGRAPHY

DABURFast Moving Consumer Goods (FMCG)

These products that are sold quickly at relatively low cost . Examples include non-durable goods such as soft drinks, toiletries, grocery items etc. Though the absolute profit made on FMCG products is relatively small, they generally sell in large quantities, so the cumulative profit on such products can be large.

Scope

The term FMCG refers to those retail goods that are generally replaced or fully used up over a short period of days, weeks, or months, and within one year. This contrasts with durable goods or major appliances such as kitchen appliances, which are generally replaced over a period of several years.

FMCGs have a short shelf life, either as a result of high consumer demand or because the product deteriorates rapidly. Some FMCGs – such as meat, fruits and vegetables, dairy products and baked goods – are highly perishable. Other goods such as alcohol, toiletries, pre-packaged foods, soft drinks and cleaning products have high turnover rates.

The following are the typical characteristics of FMCGs:

From the consumers' perspective: o Frequent purchaseo Low involvement (little or no effort to choose the item )o Low price

From the marketers angle: o High volumeso Low marginso Extensive distribution networkso High stock turnover

HISTORY OF DABUR:

Dabur was incorporated in 1884 in a small Calcutta

pharmacy where Dr. S. K. Burman launched his mission of making healthcare

products. With the growing popularity of Dabur products, in 1986

Dr.S.K.Burman set up Dabur’s first manufacturing plant for mass production and

in the early 1900s Dabur ventured into the business of nature based ayurvedic

medicines for which standardized drugs were not available in the market. In

1936 Dabur sets up Dabur India Limited and a new manufacturing plant is set up

in Faridabadon the outskirts of DeLhI . In 1979 one of the largest and best

equipped production facility was started near Sahibabad along with the

formation of Dabur Research Foundation (DRF) signaling the launch of research

operation in the pioneering area of health care. In 1986 Dabur became a public

limited company and raised its first public issue in 1994 with the company share

issued at a high premium and oversubscribed twenty one times. For better

operation and management 3separate divisions were created in 1996 according

to the product mix, namely Health care products division, Family production

division and Dabur ayurvedic specialties limited. In 1997Dabur enters full scale

in the nascent processed foods market with the creation of the food division.

Project STARS (Strive To Achieve Record Success is initiated to give a jump start

to the company and accelerate its growth performance) and in 2000 Dabur

established its market leadership status with a turnover of Rs 1000 Crores. In

2005, Dabur acquired Balsara. Dabur crossed $ 2 billion market cap in 2006.

Dabur foods merged with Dabur India in 2007.From a small beginning and

upholding the values of its founder, Dabur entered the august league of large

corporate business. Dabur has also ventured into the specialized health care

area of cancer treatment with its oncology formulation plant at Baddi in

Himachal Pradesh and extended its global partnerships by entering into joint

ventures with Osem of Israel for food andBongrain of France for cheese and

other dairy products.Dabur India Limited today is the third largest FMCG

Company in India after a takeover of Balsara India Limited and with interests in

Health care, Personal care and Food products.Powerful brands like Dabur Amla,

Dabur Chyawanprash, Vatika, Hajmola and Real are the major contributors to

Dabur’s turnover of Rs.2396 crore.

COMPANY’S PROFILE

Dabur India Limited is India’s fourth largest FMCG company. The first Dabur plant was set up in 1896 and research laboratories established in 1919. Dabur became a public limited company in 1986. In 1998, the Burman family, the original promoters, handed over the day-to-day running of the company to professionals. With effect from 1 April 2005, Balsara Home Products became a subsidiary of Dabur. Apart from Balsara, Dabur has five other subsidiaries — Dabur Foods, Dabur Nepal, Dabur Egypt, Dabur Oncology and Dabur Pharma.

Dabur has been marketing its products in more than 50 countries all over the world. The company has offices and representatives in Europe, America and Africa. Manufacturing facilities are spread across three overseas locations.

Dabur India Limited holds its speciality in AYURVEDA. Ayurveda, the ancient Indian system of medicine based on natural and holistic living, derives from two Sanskrit words -Ayu or life, and Veda or knowledge. This Science of Life analyses the human body through a combination of the body, mind and spirit.

Originating nearly 5,000 years ago, Ayurvedic texts were researched by Dabur in its quest for natural remedies. Today, its application in modern life has been renewed through the scientific research and validation undertaken at Dabur.

Other than “ ayurvedic specialities “ Dabur’s product range also encompasses health care, hair care, oral care, baby care, home care, food segments and digestive products . Some of the well-known brands include Amla Chyawanprash, Hajmola, Lal Dantmanjan, Nature Care and Pudin Hara.

Part of the company’s success came from its highly active sales network. A significant proportion of Indian population, which would be top one billion before the drawn of the 21st century, still lived in rural regions and in extreme poverty. For much of this population, personal care products remained luxury items. Yet the company recognized the importance of building its brand in this region and as such the company developed a vast sales network and much of this network was based on an army of independent, direct sales agents, who hawked the company’s products in more than 150000 villages.

In 2002 the company prepared to enter a new management era and appointed Mr. Sunil Duggal as the C.E.O of the company. He joined in 1995 as General Manager (Sales & Marketing), and since then, with his dynamic spirit and leadership abilities he has led the company to achieve new heights and becamer the CEO of the Company, and with his valuable experience steering the company ahead in its growth plans.

Dabur India Limited has marked its presence with some very significant achievements and today commands a market leadership status. Their story of success is based on dedication to nature, corporate and process hygiene,

dynamic leadership and commitment to their partners and stakeholders. The results of the policies and initiatives speak for themselves.

MANAGEMENT & OWNERSHIP

STRUCTURE

Board of Directors:

Dabur has an illustrious Board of Directors who are committed to take the company onto newer levels of human endeavour in the service of mankind. The Board comprises of

ORGANISATION STRUCTURE

MANAGEMENT FUNCTIONAL AREAS:

Finance

As a member of their finance team, they will help us to seize opportunities as well as set aggressive targets and deliver on them.

Input to the end result

You’ll be part of a team that's continuously trying to bring products to customers that meet their needs and at a price they can afford.Everything they do is based on this premise. For example, finance has direct input into Unilever's long, medium and short-term plans as well as our cost reduction programmes and innovation projects.

Improving performance

Within one of their operating companies, the roles offer a single view of the business – from its processes and operations to the ways they can improve performance.

Moving on from there, the possibilities are diverse. They could specialise in areas such as financial control or internal audit, treasury or mergers and acquisitions.

With a broad overview of their business, you’ll deal with challenges that cross brands, professions and geographical regions. Developing a deep understanding of the strategies that drive their growth and profitability, you’ll be at the forefront of how they evolve to meet their goals.

How they work?

Their operating structure is divided into three work streams.

Finance Business Partners embed best practice and enhance decision support skills. Accounting and Information applies information management processes

to create value for the business. Expertise Services work across everything from insurance and risk, to investor relations and pensions.

This structure is designed to make finance an influential force at the heart of the business by offering world class expertise in areas where they can add real value.

MARKETING:

CONCEPT OF MARKETING ‘Market in common language is a place where business is conducted or in other words where goods and services are exchanged. The term market is used in variety of contexts. It can be a wholesale market & Retail market. The managerial awareness and desire reflected in the consumer orientation for an all-out commitment to the market consideration and marketing operations to the consumer needs has given birth to new operational notion called the ‘Marketing concept’.

‘Marketing’ as the word suggests simply means identifying needs of the customers or in others words ‘to know about the pulse of each & every customer’. ‘A social process by which individuals and groups obtain what they need and want through creating, offering and freely exchanging products & services of value with others.’

The following are important elements for a marketing exchange to take place:-

a. Presence of at least two parties- Buyer and Seller.

b. Both parties must have something viewed valuable by each other.

c. Both parties are free to accept or reject the offer.

d. Each party feels desirable to deal with each other.

e. Each party is capable of communication and delivery.

Marketing involves different functions- marketing research, product planning, buying and assembling, packaging, storage, warehousing, Transportation, promotion & selling. These functions helps the firm to realize its profit goal by actualizing potential exchanges with the customers.

MARKETING MIX Marketing mix refers to the ingredients or the tools or the variables which the marketeer mixes in order to interact with a market. It is a set of marketing tools that the firm uses to pursue its marketing objectives in the target market. Marketing mix includes the following activities -product planning, pricing, branding, packaging, channels of distribution, displays, physical handling, advertising etc.

All the activities listed above create what a marketeer offers to the market. It is through these that market is created and managed. The above list of marketing mix elements was reclassified by McCarthy into four categories popularly known as four P’s of marketing -: product, price, place and promotion.

PRODUCT PLACE

Product mix

Packaging

Labeling

Product quality

Branding

Channel strategy

Intermediaries

Channel conflict

Channel selection

Physical distribution

PRICE

Price methods

Pricing strategies

Price policy

Price changes

PROMOTION

Promotion mix

Advertising

Sales promotion

Personal selling

Publicity

Public relations

4 P’S OF DABUR INDIA LIMITED

PRODUCT: Products have been divided into 3 Power Brands

Quality :High

Sizes : Availabile in different sizes

Design: Available in Tetra Pack, Bottles , Sachets.

PRICE: As, Dabur had different sub-categories it came out with variable pricing to reach and every target segment.

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 competition

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

Entered into 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 , Russia ,Afghanisthan and CIS countries.

PROMOTION: Different brands have its own marketing and advertising team

Different brands had different promotions

Utilized the popularity of Indian films in Domestic and Global markets to promote its brands

Undertook the most advertising campaign with Mr.Bachchan endorsing Dabur brands

HUMAN RESOURCES A Company is as good as its people, and they are privilegedto have an excellent pool of human resources working withthem. They are committed to attract, retain and reward highquality employees with a focus on talent management. Duringthe year under review, the Company took the following HRinitiatives :_ Function-wise and unit-wise evaluation of optimalmanpower requirement in light of increased integrationof information technology initiatives such asimplementation of Mfg Pro, Baan and e-procurement,and the challenges they present for the future._ Comprehensive training and development modules havebeen developed and delivered by the company for alllevels for sales and marketing employees. Employeesfrom other functions have been regularly providedfunctional training._ Entered into arrangement with Financial Institutions tooutsource non-core HR activities of sanctioning andadministering various loans to employees at acompetitive rate.

_ Implementation of Employee Management System(EMS), a comprehensive HRIS package, which alsomakes available to each employee personal data andother services. This increases the productive time ofthe employees._ Streamlining of HR policies and processes to reduceadministrative time.On the industrial relations front, relations with workersremained cordial, and not a single man day of work was lostdue to industrial action of any kind. Moreover, a long-termwage settlement agreement was signed with the workersunion of Narendrapur plant, which puts an end to age-oldpractices, which had hindered fair employment opportunity.

Dabur is planning to set up an ‘Employee Management System’ on its intranet platform. Basically a payroll application, EMS would be integrated with all the sites across the country. According to Gopal Shukla, the CIO of Dabur, it will help in making employees more self-sufficient. “ Managers would be able to assess an employee’s past history, education qualifications, loans, payroll, taxation details, gratuity and superannuation, providing a perfect combination of both HR and the financial department,” he says. Presently offered at the managerial level, the company would soon be extending it to their other employees too.

Information Technology

Working on the application of IT in one of the world’s leading consumer goods companies will give you access to interesting work and excellent professional development.

Strategy

Develops strategy to support business goals.

Defines and manages the process of deploying and integrating IT capabilities.

Business partnering

Provides advice, assistance and leadership across all areas of IT.

To ensure we gain maximum benefit from the products and services available.

Information management

Designs information structures, setting policies for sourcing, maintenance and analysis.

Includes compliance and data protection.

Vendor partnering

Sources and manages external suppliers and negotiates contracts.

The aim is to continuously improve service delivery.

Business analysis

Evaluates functions and processes.

Identifies how to improve them and qualifies the potential business benefits.

Architecture and technical planning

Specifies systems architectures.

Identifying emerging technologies and techniques and assessing their value.

IT analysis and development

Manages resources in order to plan and carry out projects.

Also integrates and tests components/interfaces to create operational systems.

Portfolio, programme and project management

Coordinates projects and personnel during the design.

Management and implementation of business change initiatives.

Service management

Covers everything from risk management to network infrastructures.

Application support to database administration.

MANAGEMENT FUNTIONS:

VISION

"Dedicated to the health and well being of every household"

PRINCIPALS

This is our company. We accept personal responsibility, and accountability to meet business needs.

We all are leaders in our area of responsibility, with a deep commitment to deliver results. We are determined to be the best at doing what matters most.

People are our most important asset. We add value through result driven training, and we encourage & reward excellence.

We have superior understanding of consumer needs and develop products to fulfill them better.

We work together on the principle of mutual trust & transparency in a boundary-less organisation. We are intellectually honest in advocating

proposals, including recognizing risks.

CHANNELS OF DISTRIBUTION Channels of distribution refers to the path taken by the goods in their movement to the customers. For instance, the toothpaste we use is manufactured in the factory of a company Dabur. But before it reaches us it passes through the hands of many middlemen who help it come to you in right time, at right place and in right quantity.

Dabur’s distribution network is recognised as one of its key strengths. Its focus is not only to enable easy access to our brands, but also to touch consumers with a three-way convergence - of product availability, brand communication, and higher levels of brand experience.

A Diagram explaining the channels of Distribution is given below

The above diagram it shows channel of distribution of dabur foods, here first the products are manufactured and from Manufacturing plants the packed goods are supplied to Clearing And Forwarding Agents(C&FA) and from here the goods are then further supplied to number of Stockiest or Distributors, from here goods reaches to large number of Retailers and it is the duty of Stockiest to take orders from retailers and then supply the goods to them, this work is generally done by stockiest salesman through ready stock or by taking orders first and then placing the order. From here the goods finally reaches to Customers. Customer purchases the product from retailers.

Manufacturing Plant

Clearing and forwarding agent (different regions)

Stockist A Stockist B Stockist C

Retailers Retailers Retailers Retailers Retailers Retailers

C O N S U M E R S

Supply Chain Management Supply chain management starts before physical distribution: it involves procuring the right inputs (raw materials, components and capital equipment), converting them into finished products and dispatching them to the final destinations. The supply chain perspective can help identify superior suppliers and distributors and help them improve productivity, which ultimately brings down the company’s costs.

A broader view sees a company at the center of a value network that includes its suppliers, its immediate customers and their end customers. The value network includes valued relations with others such as university researchers, government approval agencies and so on.

MANUFACTURING PLANT Dabur Foods has Number of products in its product line but its main area of interest or the product on which they concentrate the most is Real Juice & Coolers.

Dabur has its manufacturing plant at Nepal and at Jaipur where juice is manufactured and tested.

PROCUREMENT & TRANSPORT Getting the raw material and packaging material requirement from the

production unit in charge Constant updates on the procurement of materials and transport details Production details and ingredient content information from the different

personnel and coordinating this activity

PACKAGING Approval and coordination of the supply of packaging material to the

production unit

CLEARING AND FORWARDING AGENTA (C&FA) From manufacturing plant the stock is transported or supplied to clearing

and forwarding agents. Clearing and Forwarding Agents is a third party and Dabur gives contract

to them, so company has nothing to do in building the relationship with them.

Here C&FA keep or stock the goods with them. They charge Dabur for stocking the good and even Dabur don’t mind

doing so as it is a measure of cost cutting as well as there is no need for gowdowns and maintenance.

STOCKIEST OR DISTRIBUTORS Stockiest store the products in their godowns, C&FA supplies the goods to

them as per their order.

Stockiest has some sales men working under him, they are known as

stockiest sales man. Their work is to place the products in the market and

take order from retailers and then supply goods to them.

Sales man either take ready stock with them or they first take orders and

then supply goods later on.

There is a beat which is a schedule route of sales man, means sales man

has to daily cover the route as mention in the beat.

Merchandising, making products visible, pasting posters, putting banners,

and seeing that goods are properly placed in the retail outlets is also the

duty of stockiest sales man.

Companies’ sales officer keeps a check on the stockiest and monthly

report is also prepared which is further analyzed by ASM & ZSM.

RETAILERS Retailers are backbone of the company as they are the one who can take

the product on new heights or can bring it down to toes.

Stockiest supplies goods to retailers and tries Persuading retailers to give

the brand special displays (using merchandising tools) to get affective

brand presence, and arranging it in more noticeable manner.

Margin of retailers is always higher than stockiest.

Retailers are the ones who have direct contact with the customers.

Dabur Foods has a distribution network that covers 175 towns and 75

thousand retail outlets making its product available to the consumers

across the country at ease.

PROMOTION Once the product has been manufactured, priced rightly and is distributed, the next task of the marketer is to inform potential customer about the product and persuade them to buy the same. The promotion element of marketing mix is concerned with activities that are undertaken to communicate with both customers and participants in the channel of distribution such that

sales goals are realized. There are different promotional activities like-: Advertising, Sales promotion, trade promotion, personal selling etc. but one of the most convenient and effective one that most of the industries uses is the Advertising and Sales Promotion.

Advertising Advertising is a form of communication that typically attempts to persuade potential customers to purchase or to consume more of a particular brand of product or service. Many advertisements are designed to generate increased consumption of those products and services through the creation and reinforcement of "brand image" and "brand loyalty". For these purposes, advertisements sometimes embed their persuasive message with factual information. Every major medium is used to deliver these messages, including television, radio, cinema, magazines, newspapers, video games, the Internet and billboards. Advertising is often placed by an advertising agency on behalf of a company or other organization.

Dabur has created the huge brand image and a vast product following by associating mega-names like Amitabh Bachchan, Rani Mukhurjee, Vivek Oberoi, Mandira Bedi etc. Dabur invested Rs. 150 crore just on the advertising of Real “Fruit Juice” and “Real Active”. So far the company has been successful in this mission as the people now know the brand and ask for its products by name.

Sales promotion “An activity designed to boost the sales of a product or service. It may

include an advertising campaign, increased PR activity, a free-sample campaign,

offering free gifts or trading stamps, arranging demonstrations or exhibitions,

setting up competitions with attractive prizes, temporary price reductions, door-

to-door calling, telemarketing, personal letters on other methods”.

In marketing, sales promotion is one of the four aspects of promotion. (The other

three parts of the promotional mix are advertising, personal selling, and

publicity/public relations.) Sales promotions are non-personal promotional

efforts that are designed to have an immediate impact on sales.

Sales promotion involves short-term incentives to encourage buyers to purchase

a product. It's aim is to encourage immediate purchase of a product. If used too

often however, sales promotion can create a situation where consumers will not

buy unless there is a bonus offer. This will result in loss of profit for the

company.

More than any other element of the promotional mix, sales promotion is about

“action”. It is about stimulating customers to buy a product. It is not designed to

be informative – a role which advertising is much better suited to.

Sales promotion can be directed at:-• The ultimate consumer (a “pull strategy” encouraging purchase)

• The distribution channel (a “push strategy” encouraging the channels to stock

the product). This is usually known as “selling into the trade”

SALES PROMOTIONAL TOOLS OF DABUR FOODS Price promotions

Coupons

Gift with purchase

Competitions and prizes

Money refunds

Point-of-sale displays

Free samples

Contest /demos

Festival Sales

Retailer coupons

PROMOTIONAL SCHEMES USED FOR CONSUMERS Price deal: A temporary reduction in the price is given to consumer during

some festival session by dabur foods.

Price-pack deal: The packaging offers a consumer a certain percentage

more of the product for the same price (for example, 25 percent extra).

Coupons: Dabur foods gives coupons during different sampling activities to

consumers and it have become a standard mechanism for sales promotions.

Loss leader: Dabur foods temporarily reduce the price of its popular

product in order to stimulate other profitable sales.

On-shelf coupons: Coupons are present at the shelf where the product is

available.

Rebates: Consumers are offered money back, rebate at different point of

time.

Sampling Activities: Dabur organizes different sampling actives at

different retail outlets.

Gift with purchase: Dabur foods gives gift items with purchase like a

glass, spoon etc.

Money Refunds: Customer can claim for refund of money if they face

some problem with the product.

Contest /demos: There are different contests where customers play

games and win contests.

Festival Sales: Dabur foods come out with some special offers during

festival seasons like buy one get one free.

Multi-packs: Dabur foods has some products in multiple packaging

which are comparatively priced lower to the products sold in a single pack.

Trade Fairs & exhibitions: Here dabur foods displays all range of its

products, making it easier for customers to know about product line and

choose the best out of that.

Customer feedback: dabur foods consider its customer most important

and in case of any complaint by customer the foods department will leave

all its important work and will contact the customer.

Contact points: Customer can contact dabur foods by writing the mail

or letter on the addresses given at the back of dabur products, or even they

can call and visit the dabur web site.

THE PATH A HEAD

Dabur intends to significantly accelerate profitable growth. To do this, Dabur

will:

Focus on growing their core brands across categories, reaching out to new

geographies, within and outside India, and improve operational efficiencies by

leveraging technology.

Be the preferred company to meet the health and personal grooming needs

of their target consumers with safe, efficacious, natural solutions by

synthesizing our deep knowledge of ayurveda and herbs with modern

science.

Provide the consumers with innovative products within easy reach.

Build a platform to enable Dabur to become a global ayurvedic leader.

Be a professionally managed employer of choice, attracting, developing

and retaining quality personnel.

Be responsible citizens with a commitment to environmental protection.

BALANCE SHEET

DABUR’S SOCIAL INITIATIVES

Sustainable Development Society (Sundesh) Sundesh is a non – profit organization engaged in carrying out welfare activities with the aim of improving the quality of life of the people in rural areas. Mr. Pradip Burman is the Founder Chairman. Sundesh is majorly involved in Health Care, Education and other socio economic activities.

Sundesh started with Health Care and today its activities have diversified into various other projects like education, veterinary services and income generation activities. These projects were implemented after the need assessment survey of the rural community. The enthusiastic volunteers support the society in implementing various projects in the rural areas through their consistent efforts. Sundesh is executing various integrated rural development projects in the villages of Ghaziabad and Gautam Budh Nagar Districts (Uttar Pradesh) in India.

SUNDESH is associated with the following activities

Education

Health Care

Self Help Groups (Micro Credit Society)

Income Generation

Veterinary Services

Dabur Nepal

Since its inception in 1992, Dabur Nepal has been an active member of the socio-economic development of Nepal. We have not only established some benchmark facilities in production and scientific research, but also set in place

social programmes that help local communities. Through our initiatives, we continue to be a trusted friend of Nepal:

Set up social welfare schemes to develop infrastructure facilities in health and education sectors

Promote cultural events to give a boost to Nepalese art Sponsor and support sporting events to help build up Nepal's presence in

the world of sports.

 SWOT ANAYASIS OF DABURSTRENGTHS:

Century Old Company Established Brand Ayurvedic/Herbal Product Line Leader in Herbal Digestives where the product has 90% of market share Innovativeness in Promotions

WEAKNESS:

Profitability is uneven across product line

OPPORTUNITIES:

Extend Vatika brand to new categories like Skin Care and body wash segments

Launch several OTC brands Southern India Market Exploring new Geograpphical areas Oral care segment Launching new products like HairOil , Herbal and Gel toothpaste

THREATS:

Competition in FMCG Sector from well established names

Other fields of medicine-Allopathic and Homeopathic Markets where Herbal products are not recognised

PRODUCTS AND SERVICES:

STRATEGIC BUSINESS UNITS

CONSUMER HEALTH DIVISION (CHD)

The consumer healthcare division includes products of the erstwhile Ayurvedic

Specialists Division and a set of over the counter (OTC) products based on the

ayurvedic medicinal platform. The division is supported continuously by in-house

research to provide complete care for varying individual needs. These products

are backed by the most modern scientific test and trials and ensure unfailing

quality and safety.

The CHD is divided in the following four categories:

Health supplement Baby care Digestives Natural cures

Dabur Chyawanprash

Glucose D

Dabur lal tail

Dabur baby olive oil

Dabur janma ghunti

Hajmola Mast Masala

Hajmola Candy F

Pudin hara

Pudin hara G

Anardana

Hajmola Candy

Dabur Honey

Shilajit fold

Nature care

Sat isabgol

Shilajit

Ring Ring

Itch care

Back-Aid

Shankha Pusphi

Dabur balm

Sarbyna strong

COCONSUMER CARE DIVISION (CCD)

The Consumer Care Division (CCD) — that deals with pure FMCG products is a

result of the merger between the personal care products division and the

healthcare products division. The division’s portfolio includes health

supplements, digestives and confectionery, oral care, hair care, and baby and

skin care.

The various categories under CCD are:

Hair care oil Skin care Hair care shampoo Oral care

- Amla hair oil

- Amla lite hair oil

- Gulabari

- Vatika fairness face pack

- Anmol silky black shampoo

- Vatika henna conditioning shampoo

- Dabur red gel

- Dabur red toothpaste

- Vatika hair oil

- Anmol sarson amla

- Amla Hair Oil

- Amla Lite Hair Oil

- Vatika Hair Oil

-Anmol Sarson Amla

- Vatika anti-dandruff shampoo

- Anmol natural shine shampoo

- Dabur lal dant manjan

- Dabur binaca toothbrush

BRAND AMBASSADORS OF DABUR:

ZAHEER KHAN – DABUR GLUCOSE

AMITABH BACHAN – DABUR CHYAN PRASH, HONEY

RANI MUKHERJEE – DABUR AMLA

SAKSHI TANWAR – ODONIL

RIMI SEN – ACTIVE JUICE

PREITY ZINTA – VATIKA ENRICHED ALMOND HAIR OIL , DANDRUFF CONTROL,

VIDYA BALAN- UVEDA

JUHI CHAWALA- AURVEDA

GENELIA DESOUJA – VATIKA HAIR OIL, VATIKA SOOTH AND SILKY SHAMPOO , ROOT STRENGHTNING SHAMOO, BLACK SHINE SHAMPOO,

COMPETITORS OF DABUR :The Major Competitors of Dabur are

Hindustan UniLever Limited ( HUL ) Godrej Ind Colgate Marico

CONCLUSIONIt was really a very great experience to study this FMCG company “Dabur India Limited”. After going into all its aspects i.e. its marketing strategies, policies, pricing strategies etc. we can conclude that the company is excellent on all the fronts. The company’s different projects like Sundesh and its social initiatives in Nepal etc. indicates that the company is also loyal towards the society, and all such social responsibilities are very necessary to build a strong customer base and brand loyalty

Through its comprehensive range of products it touches the lives of all consumers, in all age groups, across all social boundaries. And this legacy has helped them develop a bond of trust with our consumers. That guarantees us the best in all products carrying the Dabur name.

BIBLIOGRAPHY

Websites

www.dabur.com

www.wikipedia.org