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Dabur India ltd.
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- 3. INTRODUCTION: • Fast-moving consumergoods (FMCG) sector is the 4th largest sector in the Indian economy with Household and Personal Care accounting for 50 per cent of FMCG sales in India. • Growing awareness, easier access and changing lifestyles have been the key growth drivers for the sector. • The urban segment (accounts for a revenue share of around 60 per cent) is the largest contributor to the overall revenue generated by the FMCG sector in India and recorded a market size of around US$ 29.4 billion in 2016-17. • In the last few years, the FMCG market has grown at a faster pace in rural India compared with urban India. Semi-urban and rural segments are growing at a rapid pace and FMCG products account for 50 per cent of total rural spending. SECTOR INFORMATION
- 4. Market Size: • TheRetail market in India is estimated to reach US$ 1.1 trillion by 2020 from US$ 672 billion in 2016. • Modern trade expected to grow at 20 per cent - 25 per cent per annum, which is likely to boost revenues Of FMCG companies. • In 2016-17, revenue for FMCG sector have reached US$ 49 billion and is expected to grow at 9-9.5 per cent in FY18. • Favourable demographics and rise in income level to boost FMCG market and Supported by expectations of the total consumption expenditure reaching nearly US$ 3,600 billion by 2020 from US$ 1,469 billion in 2015. • FMCG market in India is expected to grow at a CAGR of 20.6 per cent and is expected to reach US$ 103.7 billion by 2020 from US$ 49 billion in 2016 • Rise in rural consumption to drive the FMCG market. • The rural FMCG market in India is expected to grow at a CAGR of 14.6 per cent, and reach US$ 100 billion by 2025 from US$ 29.4 billion in 2016.
- 5. 0 20 40 60 80 100 120 2009 2010 20112012 2013 2014 2015 2016 2025 RURAL FMCG MARKET IN INDIA(US$ 15.7 17.8 21.3 24.2 30.2 34.2 41.1 44.9 46.5 47.8 49.9 103.7 0 20 40 60 80 100 120 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2020 FMCG MARKET IN INDIA(US$ BILLION)
- 6. COMPANY INFORMATION INTRODUCTION: • DABUR– India’s largest Ayurvedic medicine manufacturer. • FOUNDER – Dr. S K Burman , a physician in West Bengal. • FOUNDED – 1884. • PURPOSE – To produce and dispense Ayurvedic medicines. • LOGO – Banyan tree. • Dabur India Limited is the fifth largest FMCG company in India. • Dabur is today India’s most trusted brand and the largest Ayurvedic and natural health care company. • Dabur today operates in key consumer products categories like Hair care , Oral care , Health care , skin care , foods and beverages. • The company has a wide distribution network , covering over 3.4 million retail outlets. • Dabur India is also a world leader in Ayurveda with a portfolio of over 250 Herbal / Ayurvedic products.
- 7. MILESTONES: • 1984 –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. • 1996 – Events foods business with the launch of Real Fruit Juice. • 2005 – Dabur Aquires Balsara. • 2008 – Aquires fem care pharma. • 2011 – Dabur launches its first-ever online shopping portal and Dabur enter in to sriLanka market
- 8. The change inlogo Year 2004 – 2005 saw a whole new brand identity of Dabur when the old Banyan tree was replaced with a new & fresh Banyan tree to give a younger look. JUSTIFICATION/EXPLANATION: LEAVES: suggesting growth , energy and rejuvenation. TWIN COLORS: reflecting perfect combination of stability and freshness. TRUNK: represents 3 people raising their hands in joy the broad trunk symbolized stability, multiple branches were chosen to convey growth. ‘Celebrate life’ was as a new tag that completely summarized the whole essence.
- 9. PRODUCT PORTFOLIO OFDABUR PRODUCT CATEGORY PRODUCTS HOME CARE Odomos Cream , Odomos Lotion , Odopic , Sanifresh , Odopic Dish Wash,odopic Dish Washing Powder , Odonil Room Freshener.. HAIR OIL Vatika , Amla .. SHAMPOO Vatika Heena Conditioning , Root –Strengt Henin, Anmol – Natural Shine.. BABY & SKIN CARE Vatika Fairness, Gulabari , Vatika Fairness Face Pack , Olive Oil , Dabur Lal Tel DIGESTIVE Hajmola Range ,Hingoli , Pudinhara HEALTH SUPPLEMENTS Chyawanprash, Chyawanshakti , Dabur Honey , Glucose ORAL CARE Babool (Rural Market) , Meswak ,Promise , Dabur Lal Paste
- 11. STRENGTH • IT’S AOLD COMPANYAND ESTABLISHED BRAN. • OLD AYURVEDIC / HERBAL PRODUCT LINE. • LEADER IN HERBAL DIGESTIVES WHERE THE PRODUCT HAS 90% OF THE MARKET SHARE. • R & D – A KEY STENGTH. • STRONG DISTRIBUTION NETWORK . • EXTENSIVE SUPPLY CHAIN. WEAKNESS • SESONAL DEMAND (LIKE CHYAWANPRASH IN WINTER AND VATIKA NOT IN WINTER) • PROFITABILITY IS UNEVEN ACROSS PRODUCT LINE. • LOW PANETRATIO ( CHYAWANPRASH) • LIMITED DIFFERENTIATION (VATIKA) OPPORTUNITY • EXTEND VATIKA BRAND TO NEW CATEGORIES LIKE SKIN CARE AND BODY WASH SEGMENTS. • INNOVATION. • CREATIN ADDITIONAL CONSUMPTION PATTERN. • INCREASING INCOME LEVEL OF THE MIDDLE CLASS. • MARKET DEVELOPMANT. THREAT • NEW ENTRANTS • OTHER FIELD OF MEDICINE – ALLOPATHIC AND HOMEOPATHIC • EXISTING COMPETITION LIKE HIMAMI , BAIDYANATH AND ZANDU FOR DABUR CHYAWANPRASH, MARICO –KEOKARPIN AND BAJAJ FOR VATIKA HAIR OIL SWOT ANALYSIS
- 12. BOSTON CONSULTING GROUPMATRIX STAR QUESTION MARK CASH COW • CHAYAWANPRASH • Hajmola • Amla • vatika • Real Fruit Juice • Active Fruit Juice • Dabur Red Tooth Paste • Dabur Gulabari • Burst Fruit Juice • Dabur Meswak DOG • Odomos • Sanifresh • Odonil
- 13. PRODUCT MIX Skin careBaby care Hair care Oral care Health care Gulabari Skin Care Herbal & Medicated Soaps Dabur Ayurvedic Baby Care Lotion Dabur Vatika Shampoo Vatika Hair Oil Dabur Amla Hair Oil Dabur Anmol Dabur Red Babool Promise Meswak Dabur Chyawanprash Dabur Honey Dabur Glucose Real Fruit Juice Olive oli Vatika Fairness ,Fairness Face Pack Dabur Lal Tel PRODUCT MIX OF DABUR