Product and Brand Management Presented by: Soumitra Kisku
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Product and Brand Management
Presented by:
Soumitra Kisku
Dabur India Limited• Established in 1884 : 125 Years of Trust & Excellence
• India’s leading FMCG Companies with Sales of Rs.52,832 million , Market
Capitalization of Rs.2,09,133million & Net profit of Rs.6,449million
• World’s largest Ayurvedic and Natural Health Care Company
• Consumer products categories like Hair Care, Oral Care, Health Care, Skin Care,
Home Care and Foods
• Distribution network, covering over 2.8 million retail outlets
• Available in over 60 countries across the globe
• 17 world class manufacturing plants catering to needs of diverse markets
• Dabur's overseas revenue today accounts for over 30% of the total turnover
Key Players: FMCG in Rs. million
Source: Dabur Corporate Profile August 2012 Market Cap. as of Aug 8,2012
Product Mix Width Strategy
Home Care Personal Care FoodsHome Care
Hair Care
Skin Care
Digestives
OTC and Ethical's
Oral Care
Health Supplement
Foods
Dabur India limited
Domestic Business (69.7%)
Consumer Care (56%)
Others (2.7%)
Retail (0.8%)
Foods (10.15%)
International Business (30.3%)
Dabur International (17.5%)
Hobi Group (2.6%)
Namaste Labs. LLC (10.3%)
Business Structure
Source: Dabur Annual Report 2011-2012
56.00%
10.15%
30.30%
3.50%
SBU wise Contribution to sales (FY12)
Consumer CareFoodsInternational BusinessOthers
Source: Dabur Annual Report 2011-2012
17%
21%
8%6%
30%
12%6%
Category‐wise Share of Consumer Care Sales (FY 12)
Oral CareHealth SupplementDigestives Skin CareHair CareOTC & EthicalsHome Care
Source: Dabur Annual Report 2011-2012
22%
30%16%
26%
6%
International Sales (FY 12)
AfricaMiddle EastAsiaUSOthers
Source: Dabur Annual Report 2011-2012
Presence in FMCG Categories FY12Category Position Market Share Key Brands
Hair Care 3 12%Dabur Amla hair Oil, Vatika hair oil & Vatika Shampoos
Oral Care 3 13%Red toothpaste, Babool, Meswak, Red toothpowder
Ayurvedic Tonics 1 67%
Dabur Chyawanprash
Digestives 1 56% Hajmola
Fruit Juices 1 52%
Real Fruit Juices, Real Activ
Honey 1 50% Dabur Honey
Glucose 2 25% Dabur Glucose
Skin Care 1 50% Fem
Air Freshner 1 40% Odonil
Source: Dabur Corporate Profile August 2012
FY 08 FY 09 FY 10 FY 11 FY 120
1,000
2,000
3,000
4,000
5,000
6,000
2,361
2,805
3,391
4,077
5,283
Net Sales (In Rs. Crores)
Net Sales (In Rs. Crores)
Source: Dabur Annual Report 2011-2012
FY 08 FY 09 FY 10 FY 11 FY 120
100
200
300
400
500
600
700
333
391
501
569
645
Profit After Tax (In Rs. Crores)
Profit After Tax (In Rs. Crores)
Source: Dabur An-nual Report 2011-2012
Dabur's FMCG portfolio today includes five flagship brands with distinct brand identities
Dabur as the master brand for natural healthcare products,
Vatika for premium personal care,Hajmola for digestives, Réal for fruit juices and beverages and Fem for fairness bleaches and skin care
products.
12 Billion- Rupee BrandsDabur AmlaDabur ChyawanprashVatikaRealDabur Red Tooth pasteDabur Lal Dant ManjanBaboolHajmolaDabur HoneyGlucoseFemOdonil
Best brandsStrategic positioning of Honey as food product,
leading to market leadership (over 75%) in branded honey market
Dabur Chyawanprash the largest selling Ayurvedic medicine with over 65% market share.
Hajmola tablets in command with 60% market share of digestive tablets category. About 2.5 crore Hajmola tablets are consumed in India every day
Leader in herbal digestives with 90% market share
Product Mix Width Strategy
Health SupplementsDigestivesOral CareSkin CareHair CareFoodsHome CareConsumer Health-OTC
Product mix consistency strategy
Product mix consistency strategy is the amount of difference exists in the line of products.
Dabur serves in FMCG sector. The relationship is close with the product mix so it is set to be highly consistent.
BECAUSE:The distribution channel used by Dabur is sameCommunication and branding channelsSame customer baseSimilarity in raw material and packing material
Product depth strategyFood
Real
Orange Juice
Mango Nectar
Mixed Fruit Juice
Pineapple Juice
Grape Juice
Tomato Juice
Guava Juice
Litchi Nectar
Cranberry Nectar
Pomegranate Nectar
Peach Nectar
Apple Nectar
activ
Burrst
Hommade
Capsico
Lemoneez
Product depth strategyShampoo
Vatika
Smooth & Shine
Black Shine
Anti Dandruff
Hairfall Control
Smooth & Shine
Root Strengthening
Product line length strategyHair oil Shampoo Oral care Skin care Digestives
Dabur amla hair oil
Dabur vatika shampoo
Dabur red tooth paste
Gulabri skin care
Hajmola tablets
Vatika hair oil Babul mint-fresh gel
Dabur uveda Hajmola candy
Dabur Almond Babool tooth paste
Fem Range Hingoli
Promise toothpaste
Pudin Hara
Meswek Pudin Hara Lemon Fizz
Lal dant manjan Nature Care
Product line length strategyHealth supplement Foods Home care product Consumer health
Dabur Chyawanprash Real (fruit juice) Odonil Dabur honitus cough syrup
Dabur Chyawanprakash Hommade Odomos Shilajit gold
Dabur Glucose-D Lemoneez Odopic Dabur active blood purifier
Dabur Honey Real Activ Sani fresh shine Dabur shankha pushpi
Real Burrst dazzle Dabur lal tail
Capsico Dabur Active Antacid
Dabur Balm
Dabur badam Tail
Dabur super thanda oil
Dabur NUTRiGO
Dabur Gripe Water
Dabur Janma Ghunti
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