Introduction of Dabur company and history and strategic decesions

1. Name :- Rathnakar Ramdeni
Roll No:- 20
Class:- S.Y. MBA(ABM) Submitted to
Ms .Giri.Y.L

2. ABOUT DABUR
 India’s 4th leading FMCG company.
 Strategic business units in Healthcare, personal care and food
care.
 Legacy over 100 years.
 Widespread over 50 countries.
 Leader in Herbal Digestives with 90% market share.
 Dabur today operates in key consumer product categories like
Hair Care, Oral Care, Health Care, Skin Care, Home Care and
Foods
 Dabur India is also a world leader in Ayurveda with a portfolio
of over 250 Herbal/Ayurvedic products

3. VISION & MISSION
Vision
“Dedicated to the health & well-being of every household”
Mission
Maximizing shareholders’ value, by offering superior
quality nature based products, improving consumers’ life
in personal care, health care and foods.”

4. Organization structure
3 major strategic business units (SBU)
 Family Products Division (FPD)
 Healthcare Products Division (HPD)
 Ayurvedic Specialties Ltd (ASL)
 Key point about this structure-Flatter
 Reengineer its sales and distribution structure

5. PRICE
 As, Dabur had different sub-categories it came out
with variable pricing to reach each and every target
segment.
 One- litre bottle of Cooler (juice) was priced at
Rs.50.
 Selective Price Reduction to increase demand
 Introduction of Smaller packs at Rs.5
 Came out with Rs.1 sachet of Vatika Shampoo to
increase market share.
 Cutting Price to stand out against competition

6. Marketing Mix

7. CORPORATE
STRATEGY
 SENSORY IDENTITY
 Changing old Dabur tree.
 STRATEGIC INTENT
 Expansion, Acquisition & Innovation across
various segments.

8. Diversification
1919 Research
Labs
1979 Specialized
in cancer
treatment
1996 separate
division:
•Health care
•Family product
•Ayurvedic
2007 Faray into
organized retail
2011 Enters
professional skin
care market
Oxylife professional
facial kit
1884 only
ayurvedic
medicines

9. 1884 Dr.Burman makes healthcare
products in Calcutta
In 1896 mass productions of
formulations
1920 Dabur expands manufacturing
units to Nerendrapura and Daburgram
1972 Operaton and plant setup in
Delhi
Vertical Integration

10. Horizontal Integration
1995 Joint
venture with
Osem, Israel,
Bongrain and
France
2005 Acquires
Balsara’s
hygiene and
home products
2008 Acquires
fem care pharma
2010 Personal
care products
2011 Acquires 30
plus from Ajanta
Pharma
1992 Joint
venture with
Agrolimen,
Spain

11. GROWTH
STRATEGY
 Growth in rural & urban demand.
 Growth in organized retail sector.
 Moved away from umbrella brand strategy.
 Retaining Dabur as corporate brand strategy.
 Enter into new categories, innovative offerings.

12. SALES PROMOTIONAL
TOOLS OF DABUR FOODS
 Price promotions
 Coupons Gift with
purchase
 Money refunds
 Free samples
 Multipack
 Special price for twos
 Allowances for
additional shelf space
 Festival Sale

13. Pricing
Strategies
Dabur has tactfully organized its pricing strategies.
Considering the competitors like HUL, Pepsi co. etc,
Dabur has kept its price affordable so that every
family of all income classes can buy Dabur products

14. DISTRIBUTION
Wide and deep market penetration more than 5000 distributors

15. Strength Strong Brand name
Excellent branding and advertising
Excellent distribution and availability
Weakness Declining popularity in urban area
Opportunity Leverage successful Dabar brand
Advertise more
Threats Threat from local medicinal herbs in rural areas
People preferring international health brands
SWOT Analysis

16. Conclusion
Dabur is a major company providing the FMCG and
Ayurvedic Medicines in India.
It has a global presence in nearly all the continents of the
world.
In 2017, Dabur went through a tie-up with the major e-
commerce site Amazon.
So, the company has got exposure to a marketplace to sell
the Ayurvedic products online.
The company also has a widespread exposure to the e-
commerce marketplace.
The company aims to keep working towards serving totally
organic products.

17. Thankyou!