Dabur India Ltd- A Case

Study
Presented by:
Snehal Soni
N-47
Pankaj Nagpal
N 37
Ajay Dhamija N 1
Vandana Gupta N 58
Dhruv Suri
N17

Dabur India Ltd- A Case

Study

The test of a successful

company is to further harness
energies, align priorities and
re-dedicate themselves for
achieving even higher goals.
- V.C. Burman

DABUR An Introduction

Genesis

120 years of celebrations

Organization Structure

DIL operates through holding company

structure and operates through three 100
% subsidiaries. These are

Dabur Foods Limited

Dabur International Ltd

H & B Stores Pvt. Ltd.

Organization Structure

Business Segments

Business Units

Consumer Care Division

CCD Portfolio

CCD Portfolio

CCD Portfolio

CCD Portfolio

International Business

International Business
contd

Consumer Healthcare
Division

Foods Division

Part II Where is the organization going?

How would you describe the current position
of the company?

Environmental Scanning

Modern Retail Sector

Strong Consumer
Confidence

Macro Factors Favoring

Indian Consumer

Consumer Sector
Overview

FMCG Sector Snapshot

Strategic Group Identification

Category Penetration

FMCG Sector Snapshot

Proportional Spends

Swot Analysis

SWOT Analysis:Key Findings

Strong brand equity

Favourable demographics

Good R & D facilities

Favourable Industry Trends

Opportunities in Rural Sements

Consumer preferance toward

Herbal based products

Porter Five Forces

Analysis

BCG Matrix
BCG Matrix to understand the current position of
SBU

BCG Matrix
BCG Matrix to understand the current position of
business Segment

Environmental Impact Matrix

Ansoffs Matrix

Segmentation

Effective use of segemntation

Demographics like in real fruit juice

Benefit like in hail oil and shampoo
Behaviour like institutional sales
through Home made brands

Part

III How would the organization get

there?
What strategic suggestions would you
make regarding the various components of
marketing mix?

Product

Focus on high quality

Sensitive to geographical diversity
Labels in Regional Language
Brand name should have Culture
Fit

Place

Intensive Distribution for Hair care,

Home Care, Health Supplement
and Food Division
Exclusive Distribution for Skin and
baby care products

Pricing Policy

Integrated pricing Policy

Penetrative pricing in the cash
cows like Health supplement,
Digestives and Home Care
Premium pricing in Dog category
like Skin and Baby care

Promotion

Celebrity Endorsements
5 power brands strategy
Change of logo
Brand Rationalization
Use of small sachets

1.How can it compete effectively against its competitors?

Winning Competitive Strategies

Differentiated approach in all Business

Segments
1. Health Care, Home Care and Food Division: Two
Approaches
Expand The total Market
Expand the Market Share
2. Hair Care segments and Oral Care:
Challenger strategy : Flanking Strategy
3. Skin care and Baby Care:
Nicher Strategy

Thank You

A brief About Dabur

Dabur India Limited (DIL) is the Fourth largest FMCG

Company operating in India with a turnover of more than
Rs. 2,233 crores.

With a legacy of more than 120 years built on attributes

of quality and trust, Dabur has proven its expertise in the
fields of health care, personal care, Homecare and Foods.

It is a classic case of a family owned business being

handed over to professionals, a company making timely
strategic interventions to adapt to the business
environment and maintaining its brand equity over the
years.

Background

The company headquartered in

Ghaziabad, UP, is listed on Indian stock
exchanges and commands a valuation of
over US$ 1.5 billion.
It has been ranked amongst the Best
under a Billion companies in Asia Pacific
( Forbes Asia 2005 & 2006 ).
As per BW, March 2007, DIL is one of the
top 3 most respected FMCG companies.

A historical Perspective

Dabur was started in 1884 by Dr S K Burman

in Kolkata.
His vision
"What is life that cannot bring
comfort to others",
was instrumental in giving direction to the
company in its initial and current stages of
development.
It made a humble beginning as a small
pharmacy selling healthcare products.

Chronology

1896
- Setting up of plants for mass
manufacturing of its formulations and entering
in the specialized area of Ayurvedic
medicines and branding of products.
1972
- Shifted operations to Delhi.
1975
- Setting up of full fledged research
operations in health care.
Mid 90s - Dabur going public
1996
- Setting up of Dabur Foods, a wholly
owned subsidiary