Dabur India Ltd.

1. MARKETING MANAGEMENT
Company: Dabur
Celebrating Life!
Presented By- Group No: 2

2. GROUP MEMBERS
AMIT
RIZWAN
KALPESH
MADHURA
NIKHIL
SIMRAN
DEVAL

3. Dedicated to the health and well being of
every human being

4. INTRODUCTION
Micro Environment
 Established in 1884 : 125 Years of Trust & Excellence.
 Among top 4 FMCG companies in India.
 World’s largest in Ayurveda and natural healthcare.
 Revenue of Rs. 33.9 billion and profits of Rs. 5billion in FY2009-10.

5. INTRODUCTION
 Strong brand equity
 Dabur is a household brand.
 Vatika and Real are Superbrands.
 Hajmola , Real & Dabur ranked among India’s Most Admired Brands.
 10 Brands with sales of over Rs. 1 billion each.
 Wide distribution network covering 2.8 million retailers across the country.
 17 world class manufacturing plants catering to needs of diverse markets.
 Strong overseas presence with 18% contribution to consolidated sales.

7. MANUFACTURING FACILITIES
Global

8. India

10. SUPPLIERS
 Over 300 diverse products in the FMCG, Healthcare and Ayurveda
segments, Dabur has a huge global network of suppliers and vendors.
 Purchasing roughly 7,000 items with an annual procurement bill of over
Rs 500 crore.
 The Central Planning and Procurement Division (CPPD) is responsible
for purchase operations at Dabur, acting in coordination with the
Production and Marketing Divisions.

11. Dabur Supplier
more then 1000 suppliers
100-150 are regular suppliers
trading volume of Rs 2-3 crore

12. MARKET INTERMEDIARIES
 4500 Distributors
 Reaching 2,500,000 retail outlets
DISTRIBUTION NETWORK
Factory C&F agent Wholesalers  Retailers consumer

13. MARKET INTERMEDIARIES

14. COMPETITORS
 HUL
 Dabur India
 Colgate
 Godrej Consumer
 Marico
 P and G
 Emami
 Gillette India
 Godrej Ind
 Jyothy Labs

15. CUSTOMERS
 Its products basically serve to lower income groups and middle level
income groups.
Public
 It includes both the existing & potential customer
 Dabur has 35 billion customers (approx)

16. MACRO ENVIRONMENT
DEMOGRAPHIC FORCES
 Dabur India Ltd's manufacturing activities spanning various consumer
products categories are carried out in 17 factories spread across India
and abroad.
 Dabur has 11 manufacturing facilities in India, out of which two main
units are at Baddi (Himachal Pradesh) and Pantnagar (Uttaranchal).
 Dabur has been in the forefront of popularising this alternative way of
life, marketing its products in more than 60 countries all over the world.

17. DEMOGRAPHIC FORCES

18. DEMOGRAPHIC FORCES

19. ECONOMIC FORCES

21. ECONOMIC FORCES

22. NATURAL FORCES
 At Dabur, environment and nature is the lifeline of their business
 Intensive focus on :
 Conservation of Energy (13.8% reduction in the Company’s energy
bill in the 2008-09)
 Technology Absorption
 Health ,Safety and Environment Protection

23. TECHNOLOGICAL FORCES
 IT Initiatives:
 Migration from Baan and Mfg ERP Systems to centralized SAP ERP
system from 1st April 2006 for all business units.
 Implementation of a country wide new WAN Infrastructure for running
centralized ERP system.
 Setting up of new Data Centre at KCO Head Office.
 Extension of Reach System to distributors for capturing Secondary Sales
Data.
 Roll out of IT services to new plants and CFAs.

24. POLITICAL FORCES
 Dabur never funded any government or any political party
SOCIO-CORPORATE RESPONSIBILITY
 Establishment of the Sustainable Development Society, or Sundesh, in 1993 - a
non-profit organization to promote research and welfare activities in rural areas.
 Promoting health and hygiene amongst the underprivileged through the Chunni
Lal Medical Trust.
 Organizing the Plant for Life programme for schoolchildren - to create
environmental awareness amongst young minds.

25. CULTURAL FORCES
 For over 125 years, Dabur has mastered the art of producing Ayurvedic
preparations, blending traditional knowledge of drug manufacturing
with scientific update.
 Redefined the Ayurvedic market and healthcare promotion activities
involving leading Ayurvedic practitioners across the globe.
 More than 350 Shastriya (Classical) Ayurvedic preparations, which form
an important part of every Ayurvedic practitioner’s daily practice.

26. FUTURE CHALLENGES
 Forward Integration of SAP with Distributors and Stockists.
 Backward Integration of SAP with Suppliers.
 Implementation of new POS system at Stockist point and integration
with SAP-ERP.
 Implementation of SAP HR and payroll.
 SAP Roll-out to DNPL and other new businesses.

27. BIBLIOGRAPHY
 http://www.scribd.com
 http://www.dabur.com
 http://www.docstoc.com
 http://www.businessdefination.com
 http://www.google.com