This document provides an overview of Dabur India Limited including its history, products, marketing strategy, financial performance, and organizational structure. Some key points: - Dabur is the fourth largest FMCG company in India founded in 1884 and headquartered in Ghaziabad. It has a strong presence in Ayurveda and natural healthcare products. - The company's product portfolio spans multiple categories including hair care, skin care, oral care, health supplements, and foods. Its marketing strategy focuses on television, print, and digital advertising. - Financially, Dabur has been growing its net sales and profits steadily in recent years. It also compares favorably to competitors on key financial

1. CORPORATE STORY ON
TEAM A2
PRIYANKAKUMARI
ANKURTYAGI
AFTABHUSSAIN
SAROJ SAH

2. AGENDA
 COMPANY PROFILE
 HISTORY
 WHY DABUR ?
 PRODUCT PORTFOLIO
 MARKETING STRATEGY & CHALLENGES
 COMPANY FOCUS
 LATEST INNOVATION
 FINANCIAL OVERVIEW
 ORGANISATIONAL STRUCTURE (HR) & CSR

3. WHY DABUR ?
 REPUTED COMPANY OF INDIA.
RICH HERITAGE OVER THE 131 YEARS.
 BRAND LOYALTY IN CUSTOMERS.
EASILY AVAILABILITY OF PRODUCT IN THE MARKET.

4. COMPANY PROFILE
 Fourth largest FMCG company in India.
 Founded in 1884 By Dr. S.K Burman.
Headquarter in Ghaziabad.
 World’s largest in Ayurveda and natural healthcare.
 Strong Overseas Presence Over 60 Countries and
Accounts for over 30% of the Total Turnover.
 Building a legacy of quality and Experience of over 131 years.
 Dabur has Successfully Transformed itself from a Family
run business to become a Professionally run Enterprise.

5. MISSION
To maximize shareholder’s value, by offering superior
quality nature based products, that contributes in
improving consumer’s life in Personal care, Health
Care and foods.
VISION
CORE VALUES
Innovation , Responsive, Simplicity, Team
Orientation.
“HEALTH AND WELL BEING OF EVERY HOUSEHOULD”

6. MILESTONES
 1884 - Established by Dr. S K Burman at Kolkata.
 1919 - First R&D unit established.
 1936 - Dabur (Dr. S K Burman) Pvt. Ltd. Incorporated.
 1984 - Dabur completes 100 years.
 1994 - Comes out with first public issue.
 1996 - Enters foods business with the launch of Real Fruit Juice.
 2005 - Dabur Aquires Balsara
 2008 - Acquires Fem Care Pharma
 2011 - Dabur launches its first-ever online shopping portal
2011-Dabur enter into Sri Lanka market

7. Anil Burman
Vice-Chairman
Sunil Duggal
CEO
Anand C.Burman
Chairman
CHIEF EXECUTIVES

9. SEGMENTATION
 On The Basis Of Usage & Consumption
TARGETING
 Health conscious And Hygienic People
POSITIONING
 Celebrates Life
Middle Income Group

10. BCG MATRIX
• VATIKA SOAP
&FACE PACK
• DABUR RED
POWDER
• CHYAWANPRASH
• DABUR LAL TEL
• VATIKA
SHAMPOO
• REAL JUICE
STAR ?
DOGCASH
COW
RELATIVE MARKET SHARE
MARKETGROWTHRATE
HIGH
LOW
HIGH LOW

11. SWOT ANALYSIS

12. STRENGTHS
 Strong Brand image.
 Core knowledge of Ayurveda as competitive
advantage.
 Brand Loyalty.
 World’s Largest Ayurvedic medicine provider.
 Robust Distribution Channel.
 R &D – A Key Strength.
 Leader in Herbal Digestives with 90% market share.

13. WEAKNESSES
 No Direct Outlet
 Lack Of Awareness About Ayurvedic Product.
 Seasonal Demand (CHYAWANPRASH)
 Limited Differentiation.

14. OPPORTUNITIES
 Market Development
 Export Opportunities
 Innovation
 Increasing income level of the middle class

15. THREATS
• Existing Competition.
• New Entrants.
• Allopathic Medicines.

16. cAtEGORY WISE COMPETITORS
CATEGORY MAIN COMPETITORS
FRUIT JUICE TROPICANA ,FROOTI ,MAZZA
HAIR CARE HUL, MARICO
SKIN CARE P&G ,HIMALAYA,HUL
DIGESTIVES HIMAMI ,HAMDARD
HEALTH SUPPLEMENT HIMAMI, ZANDUAND HIMALAYA
HOME CARE HUL AND P&G

17. MARKETINGMIX
 PRODUCT
 PRICE
 PLACE
 PROMOTION

18. Product CATEGORY
HOME CARE HAIR CARE SKIN CARE DIGESTIVES CONSUMER
HEALTH
ODONIL HAIR OILS
(AMLA,ALMOND)
GULABRI ROSE
WATER
HAJMOLA PUDIN HARA
ODOMOS SHAMPOOS
(VATIKA)
GULABRI
LOTION
HAJMOLA CANDY DASMULARISTH
SANI FRESH CONDITONERS FEM BLEACH HINGOLI HONITUS COGH
SYRUP
ODOPIC DISH
WASH
SHILAJIT GOLD &
BALM

19. Contd…..
ORAL CARE HEALTH
SUPPLEMENT
FOOD BABY CARE
DABUR RED
PASTE &
POWDER
CHYAWANPRASH REAL JUICE DABUR LAL TAIL
MESWAK HONEY REAL ACTIVE DABUR JANMA
GHUNTI
BABOOL GLUCOSE DABUR GRIPE
WATER
PROMISE

20. FOOD
19%
SKIN CARE
5%
ORAL CARE
14%
HOME CARE
6%HEALTH SUPP.
18%
DIGESTIVES
6%
HAIR CARE
23%
HEALTH CARE
9%
CATEGORYWISE SALES IN %
Annual Report: 2015

21. price
Value Pricing
Going-rate-Pricing
Price Discounts and allowances

22. pLACE
Presence over 60 Countries.
1.25 Million Retailers.
Market Penetration in both Urban And Rural
Market
Intense Distribution Channel.

23. promotion
 Television Advertisement
 Magazines
 Cinemas
 Hordings And Internet
 Refunds/rebates
 Free sample
 Sales contest
 Festivals coupons
Sales Promotional Tools

24. Brand ambassadorS
PRIYANKA CHOPRA AJAY DEVGAN SONALI BENDRE AMITABH BACHAN

26. DABUR FACTORY
CARRY AND FORWARD AGENT
STOCKIST
INSTITUTE AND
MODERN TRADESUPER STOCKIST
WHOLESALERS SUB STOCKIST
RETAILERS
CONSUMERS

28. Enterprise Resource Planning (ERP)
A software system integrates core business are
such as:
 Manufacturing
 Distribution
 Financial
 Human resources

29. Erp MODEL

31. RECRUITMENT
Reason For Recruitment
 New expansion
 New planning
 Retirement
Source Of Recruitment
 Internal
 External

32. VACANCY IN ANY DEPARTMENT
APPROVAL FROM M.D
ADVERTISEMENT
DIRECT APPLICATION
COLLECTION OF APPLICATION
SCRUITINISATION OF APPLICATION
INTERVIEW
MEDICAL CHECK UP
SELECTION
SELECTIONPROCESS

33. TALENT MANAGEMENT
 Emphasis on Talent Acquisition, Development, Retention
and Motivation.
 Career development Centre.
 Designing an effective Performance Management System.
Improving Performance through Reward and Recognition
Programme called “APPLAUSE”.

34. HR FOCUS
Employees Well Being Programme: The objective of this
scheme are :-
 To Reward Contribution of Employees Beyond Normal
Monetary Rewards.
 To Recognize and Applaud for Immediate Recognition.
 To Promote Positive Behaviors in the Organization.
Rising stars
Honours
club
Eureka
SPOT
Recognition

35. HR POLICIES
Gender Diversity.
Training and Development.
Work life Balance.
Talent Acquisition.
Environment ,Health & Safety.

37. COMPETITORS ANALYSIS
Name SH.Price Market
Cap.
(Rs. cr.)
Sales
Turnover
Net Profit Total
Assets
HUL 802.40 173,627.64 30,805.62 4,315.26 3,724.78
Dabur India 275.30 48,372.67 5,431.28 762.58 2,465.32
Godrej
Consumer
1,174.00 39,978.57 4,429.80 654.45 3,383.39
Emami 1,211.10 27,488.05 2,030.64 471.63 1,220.53
Marico 395.00 25,480.88 4,681.20 545.17 2,520.27
Colgate 1,836.65 24,977.12 3,981.94 558.98 770.31
P and G 5,980.00 19,411.52 2,333.79 346.14 1,002.90
Rs. In Cr.

38. 2010-11 2011-12 2012-13 2013-14 2014-15
DABUR INDIA 14.39 12.32 13.58 13.8 14.04
HUL 11.68 12.16 14.7 13.8 14
14.39
12.32
13.58 13.8 14.04
11.68
12.16
14.7
13.8 14
0
2
4
6
8
10
12
14
16
NET PROFIT MARGIN %

39. 2010-11 2011-12 2012-13 2013-14 2014-15
DABUR INDIA 3,280.61 3,757.54 4,349.39 4,870.08 5,431.28
HUL 19,735.51 22,116.37 25,810.21 28,019.13 30,805.62
0.00
5,000.00
10,000.00
15,000.00
20,000.00
25,000.00
30,000.00
35,000.00
NET SALES AND it’s GROWTH RATE IN %
8.9%
9.1%
9.12%
8.7%
8.5%
8.9%
8.7%

40. 0
2
4
6
8
10
12
FY 2011 FY 2012 FY 2013 FY 2014 FY 2015
Dabur 5.79 6.49 7.32 7.36 8.12
HUL 6.92 8.74 9.93 10.42 11.84
5.79
6.49
7.32 7.36
8.12
6.92
8.74
9.93
10.42
11.84
Times
COGS / Average Inventory
INVENTORY TURNOVER RATIO

41. 2010-11 2011-12 2012-13 2013-14 2014-15
DABUR INDIA 0.99 1.12 1.17 1.08 0.89
HUL 0.86 0.83 0.76 0.74 0.75
0.99
1.12
1.17
1.08
0.890.86
0.83
0.76 0.74 0.75
0
0.2
0.4
0.6
0.8
1
1.2
1.4
CURRENT RATIO

42. Return On Capital Employed
0
20
40
60
80
100
120
140
160
FY 2011 FY 2012 FY 2013 FY 2014 FY 2015
Dabur 30.55 30.31 30.89 35.38 33.25
HUL 100.1 95.36 155.28 140.05 139.22
30.55 30.31 30.89 35.38 33.25
100.1
95.36
155.28
140.05 139.22
Percentage
Net Profit / Capital Employed

43. 0
500
1000
1500
2000
2500
3000
FY 2011 FY 2012 FY 2013 FY 2014 FY 2015
Dabur 25.3 15.68 17.18 21.98 33.89
HUL 2710 2127.05 174.12 123.33 319.66
25.3 15.68 17.18 21.98 33.89
2710
2127.05
174.12 123.33
319.66
Times
PBIT / Interest
INTREST COVERAGE RATIO

44. Earning Per Share (EPS)
0
5
10
15
20
25
FY 2011 FY 2012 FY 2013 FY 2014 FY 2015
Dabur 3.27 3.7 4.39 5.26 6.08
HUL 10.68 12.95 17.75 18.29 20.22
3.27 3.7 4.39
5.26 6.08
10.68
12.95
17.75 18.29
20.22
Rupees
Net Profit / No. Of Shares

45. Common Size Of Dabur (Balance Sheet)
Mar'2015Mar'2014 Mar'2013 Mar'2015Mar'2014 Mar'2013
Equity
Share
Capital 4.28% 5.16% 5.30% Net Block 46% 52% 48%
Reserves 77.41% 60.44% 47.50%
Investment
s 44% 32% 19%
Secured
Loans 11.33% 10.44% 13.68%
Net
Current
Assets 10% 16% 33%
Unsecured
Loans 6.54% 6.80% 14.36%
Minority
Interest 0.44% 0.39% 0.29%
Total
Liabilities 100.00% 100.00% 100.00% Total Assets 100% 100% 100%
Liabilities Assets

46. Common Size Of Dabur (Profit & Loss)
Mar' 15 Mar' 14 Mar' 13
Revenue 100% 100% 100%
Raw Materials 47% 48% 49%
Power & Fuel Cost 1% 1% 1%
Employee Cost 9% 8% 8%
Miscellaneous
Expenses 25% 25% 25%
Operating Profit 16% 16% 16%
PBDIT 18% 18% 18%
Interest 1% 1% 1%
PBDT 18% 17% 17%
Depreciation 1% 1% 2%
PBT 16% 16% 15%
Tax 3% 3% 3%
Net Profit 13% 13% 12%

47. Common Size Of HUL(Balance Sheet)
Mar'2015 Mar'2014 Mar'2013 Mar'2015 Mar'2014 Mar'2013
Equity
Share
Capital 5.29% 6.00% 5.80%Net Block 69% 81% 74%
Reserves 93.05% 92.12% 92.97%
Investment
s 74% 84% 69%
Secured
Loans 0.17% 0.23% 0.66%
Net
Current
Assets -43% -65% -42%
Unsecured
Loans 0.88% 1.03% 0.00%
Minority
Interest 0.61% 0.62% 0.56%
Total
Liabilities 100.00% 100.00% 100.00%Total Assets 100% 100% 100%
Liabilities Assets

48. Common Size Of HUL(Profit & Loss)
Mar' 15 Mar' 14 Mar' 13
Revenue 100% 100% 100%
Raw Materials 49% 50% 51%
Power & Fuel Cost 1% 1% 1%
Employee Cost 5% 5% 5%
Miscellaneous
Expenses 25% 25% 24%
Operating Profit 16% 15% 14%
PBDIT 20% 18% 19%
Interest 0% 0% 0%
PBDT 20% 18% 19%
Depreciation 1% 1% 1%
PBT 19% 17% 18%
Tax 6% 4% 4%
Net Profit 13% 13% 14%

49. Financial Trend

50. ACHIEVEMENTAND AWARDS
 Dabur Ranked 182 in the ET-500 list Of India Inc's Heroes.
 Dabur ranked 7th Most Respected Company in the FMCG in India.
 Dabur ranked 45 among Most Trusted Brands In India.
( According to Brand Trust Report 2011).
 The Burman family, Promoters of Dabur, ranked 20th in
Forbes' 'The 100 Richest Indians' list.
 'Doing India Proud' in Limca Book of Records 2010.

51. CORPORATE SOCIALRESPONSIBILITIES
SUNDESH (Sustainable Development Society)
HEALTH CARE PROGRAMMES
Eye Care Camps
AIDS Awareness
SWASTHYA CHETNA ABHIYAN

52. REFERENCES
www.moneycontrol.com
www.dabur.com
www.hul.co.in
Annual Reports 2015

53. THANK YOU