Dabur India Case Study 2014 By Subin Kannan

Dr.S.K BurmanFounder of Dabur(1884)

The story of Dabur began with a small, but

visionary endeavor by Dr.SK Burman, a physician

tucked away in Bengal.

His mission was to provide effective and

affortable cure for ordinary people in far-flung

villages

He undertook the task of preparing natural cures

for the killer diseases of those days,like

cholera,malaria and plague.

Soon the news of his medicines travelled, and he

came to be known as the trusted ‘Daktar’ or

Doctor who came up with the effective cures,and

this is how his venture Dabur got its name-

Derived from the Devanagri rendition of Daktar

Burman.

About Dabur

Dabur India Limited is a leading Indian consumer goods company

with interests in Hair Care, Oral Care, Health Care, Skin Care, Home

Care and Foods.

Beginnings in Calcutta way back in 1884 as an Ayurvedic

medicines company

Dabur India Ltd has come a long way today to become a leading

consumer products manufacturer in India.

For the past 130 years, they have been dedicated to providing

nature-based solutions for a healthy and holistic lifestyle.

Through our comprehensive range of products, we touch the lives of

all consumers, in all age groups, across all social boundaries.

And this legacy has helped us develop a bond of trust with our

consumers. That guarantees you the best in all products carrying the

Dabur

1884 - Established by Dr. S K Burman at

Kolkata

WALKING DOWN THE MEMORY LINE

CURRENT POSITION

2002-2003-increased from 95.53-113.44crore,An increase of

18%

2003-2004-10% reduction in total expenditure by purchasing

row material by e-sourcing and by reduce its stock end

Enter into 10 year IT outsourcing cum-consulting contract with

Accenture

Their advertisement campaign had helped them a lot

Reduced interest outgo-managed to get lowcost debt rather

than high cost debt

Total debt was reduced to rs39.80 crore from 81.70crore

Dabur already entered the global market as a part of business

strategy

Acquired Redrock a UAE-based company and renamed it as

Dabur international

Joint venture in pakisthan

Manufacturing unit in nigeria

Company internal business include export india contribute

9.6% of the total sales

Dabur fmcg product is expected to increase demand

Name of former executive director, Pradip Burman was listed

in the list of black money account holders on 27 October 2014

when BJP government revealed the names. Dabur rejected the

black money charge

Conclusion

MARGINALLY INCREASE IN PROFIT DOMESTIC AND GLOBALLY

GOING GLOBAL AS THEIR MARKETING STRATEGY

Avoid nigeria market

Increase domestic activities

Going global after proper research and development

1>>Problems in Nigeria

61% NIGERIAN POPULATION ARE IN POVERTY

STRONG COMPETITION FROM UNILEVER AND P&G

SMALL PLAYERS AND IMPORTS HAVE 50% MARKETSHARE

NIGERIAN FOCUS PRODUCTS AND NOT CONGRUENT WITH

DABUR

Sales in International Markets

Concentration

•Can concentrate more in domestic and developing countries

•Chances of increase in profits

Concern

• Increase in expenditure

•Chances of Loosing goodwill

2>>Increasing Domestic Activity

Relatively low risk but high profit potential

Chances of raising indian CPG market in mere future

Well established branding and distribution

As per current data-1.5 millon retail outlet

5000 distributors

Awards and Achievements-

1. Dabur ranked 182 in the ET-500 list Of India Inc's Heroes

2. Dabur ranked 7th Most Respected Company in the Fast Moving Consumer Goods space in India

3. Dabur ranked among Top 10 Best Companies to Work For in the Consumer Goods and Durables sector

4. Dabur ranked 45 among Most Trusted Brands In India, according to Brand Trust Report, India Study, 2011

5. The Burman family, promoters of Dabur, ranked 20th in Forbes' 'The 100 Richest Indians' list

6. Dabur listed among the enterprises that are

'Doing India Proud' in Limca Book of Records

2010

7. Dabur ranked 200 in the Fortune India 500 list

That ranks India's 500 largest corporations

8. Dabur India Ltd ranked as India's Most Customer Responsive FMCG Company

consideration

• To increase the depth and width rural distribution

• Develop products for young dynamic markets

• Traditional Medicine

• Can introduce soap products eg:baby soap

• Conduct further market research

• Participate in more social service

• Creative adds

concern

• Ability to with stand competitors

• Expensive

• Not able to add new product line

3>>Going global

Concetrate more in Dubai

Similar customers to india

Distribute through local distributors

Egypt

Hair oil as there focus products

long term oriented projects

Dabur should understand each countries culture and

concentrate on a paricular area

consideration

•Marketing capabilities

•Chances of expansion

concern

•Competition

•Environmental factor

•Liability of infrastructure

•Risk factor

2>>Concentrate in Domestic Market

Dabur has a well established brand name and trust to the product which would ease

them to regain their market share.

Expansion of dabur products to rural areas leds the growth to higher trajectory

R & D works on dabur with different product line can be a success in india market

Manufacturing units in southern region can also increase the popularity

It was really a very great experience to study this FMCG Company “Dabur India

Limited”.

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. Dabur has Strong distribution network. Dabur is

the Fourth largest FMCG Company of India. Dabur is one of the most trusted

brand.