2. About: Dabur
• Dr. S.K Burman started Dabur in 1884
• 4th largest FMCG company in India
• Revenues of OVER Rs. 10,800 Crore
• Market Capitalisation of over Rs 100,000
Crore
• Perceived as a Herbal brand
• Took over Balsara hygiene and home products
business- Largest Acquisiton
10. Strengths
• Strong presence in well defined niches(like value
added Hair Oil and Ayurveda specialties)
• Core knowledge of Ayurveda as competitive
advantage
• Strong Brand Image
• Product Development Strength
• Strong Distribution Network
• Extensive Supply Chain
• IT Initiatives
• R & D - a key strength
11. Weakness
• Seasonal Demand( like chyawanprash in
winter and Vatika not in winter)
• Low Penetration(Chyawanprash)
• High price(Vatika)
• Limited differentiation (Vatika)
• Unbranded players account for the 2/3rd of
the total market(Vatika)
12. Opportunities
• Untapped Market(Chyawanprash)
• Market Development
• Export opportunities.
• Innovation
• Increasing income level of the middle class
• Creating additional consumption pattern
13. Threats
• Existing Competition( like Himani,baidyanath
and Zandu for DaburChyawanprash and
Marico,Keo Karpin,HLL and Bajaj for Vatika
Hair Oil)
• New Entrants
• Threat from substitutes (like Bryllcream for
Vatika hair oil)
14. Strategic Planning
Corporate Level strategy:
• Focus is on expansion in domestic and foreign
market, new product launches and
acquisitions, which will increase sales and
profits.
• This strategy has paid rich dividends for Dabur
and has delivered sales growth ahead of the
consumer non-durable sector average
15. Strategic Planning
Business Level Strategy
• Dabur laid down a business strategy called ASTRA to
boost rural sales and to achieve a steady growth in
retail.
• Taking help of ACCENTURE to improve the supply chain
and distribution network.
• Dabur also aims at achieving doubled sales by
aggressive ACQUSITIONS.
• The growth strategy for international markets would
revolve around EXPANSION.
• Dabur India has also chalked out its plans to enter the
health and beauty RETAIL market in the country.
16. Strategic Planning
Functional Level Strategy
• Dabur is targeting sales growth of above 15 per cent after
implementing Astra, and expects nearly 40 per cent growth
in sales.
• It runs refresher-training courses every six months. About
75 per cent of the company's sales come form rural areas,
hence, it has created the Astra training consultancy module
in five vernacular languages - Bengali, Tamil, Telugu,
Malayalam and Kannada.
• Under Astra, Dabur has categorized its sales and
distribution channels into finer segments, such as key
grocers, mass grocers, chemist, wholesale, small outlet and
modern trade.
17. Dabur SBU’s:
Dabur India Limted has 3 major strategic
business units:
• Consumer Care Division
• Consumer Health Division
• International Business
20. Products
18% Growth in Revenue
A non-drowsy Ayurvedic medicine for
cough relief, Dabur Honitus is clinically
proven and provides fast relief against
acute cough and throat irritation.
79.4% Growth in Revenue
~ 200 BPS Increase in Market Share
The flagship health supplement brand from
the House of Dabur, Dabur Chyawanprash is
known as the elixir of life and is a time-tested
Ayurvedic formulation of more than 41
Ayurvedic herbs that aid in boosting the
immune system, thereby protecting the body
from everyday infections.
25. Dabur- Their Strategic Intent
• Focus on growing our core brands across categories, reaching out
to new geographies, within and outside India, and improve
operational efficiencies by leveraging technology
• Be the preferred company to meet the health and personal
grooming needs of our target consumers with safe, efficacious,
natural solutions by synthesizing our deep knowledge of ayurveda
and herbs with modern science
• Provide our consumers with innovative products within easy reach
• Build a platform to enable Dabur to become a global ayurvedic
leader
• Be a professionally managed employer of choice, attracting,
developing and retaining quality personnel
26. The Dabur Strategy
• Dabur is present in categories ranging from mosquito
repellents and juices to face packs and honey, some acquired
and some developed in-house
• Dabur believes in in few power brands that are nurtured to
offer huge returns
• It aims to create a few champion brands to result in sustainable
margins
27. The Dabur Strategy
• Dabur leverages under its two power brand i.e. Dabur and
Vatika
• Dabur the strategy for a new brand launch- by the third year, a
new brand must contribute to common overheads and by the
fifth year, it should make "some profit“
• The company does not intend to be the market leader but aims
at growing faster than the market
• Dabur is consciously entering only those categories that offer a
platform for herbal products
28. Dabur outsources
• To build competitive edge, Dabur asked Accenture to help
identify specific opportunities that would lead to short-term
advantage and long-term growth
• Accenture recommended a two-pronged strategy:
– migration to a nimbler outsourcing model that would
generate value through agility
– support business initiatives and maintenance of its SAP
enterprise resource planning (ERP) system
29. Measures Taken
• Accenture launched a three-phase ERP improve-ment program that
involved:
– Correcting the transactional and management information
systems.
– Conducting change management and synchronizing Dabur’s
business processes with realities in an ERP context.
– Developing value realization project
30. • Leveraging IT for business initiatives
– By designing a Web-based demand planning and
trade promotion forecasting tool, and installed
point-of-sale software at select retail and
wholesale sites
• Outsourcing IT operations
• New sales and distribution strategy was
implemented
32. Future Strategies
• Focus on growing its core brands - reaching out to
new geographies – leveraging technology
• Strive for top recall
• Become global ayurvedic leader
• Innovation of Products
• Be a professionally managed employer
• Provide superior returns to shareholders &
customers
33. Future Strategies
• Stress on making more competitive logistics
and inventory management system
• Advertising strategy for rural markets
• Retail Stores
• Implementation of ASTRA
34. Conclusion
• It was really a very great experience to study this FMCG
Company “Dabur India
Limited”. After going into all its aspects i.e. its marketing
strategies, policies,
pricing strategies etc. we can conclude that the company is
excellent on all the
fronts.
• Indicates that the company is also loyal towards the society,
and all such
social responsibilities are very necessary to build a strong
customer base and brand
Loyalty Through its comprehensive range of products it touches
the lives of all consumers,in all age groups, across all social
boundaries.
35. Thank You…!
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. Dabur India Limited quote is equal to 579.150
INR at 2022-08-07. Based on our forecasts, a long-term increase is
expected, the "DABUR" stock price prognosis for 2027-08-02 is 808.762 INR
Editor's Notes
Ownership: This is our company. We accept personal responsibility, and accountability to meet business needs
Passion For Winning: We all are leaders in our area of responsibility, with a deep commitment to deliver results. We are determined to be the best at doing what matters most
People Development: People are our most important asset. We add value through result driven training, and we encourage & reward excellence
Consumer Focus: We have superior understanding of consumer needs and develop products to fulfil them better
Team Work: We work together on the principle of mutual trust & transparency in a boundary-less organization. We are intellectually honest in advocating proposals, including recognizing risks
Innovation: Continuous innovation in products & processes is the basis of our success
Integrity: We are committed to the achievement of business success with integrity. We are honest with consumers, with business partners and with each other.
