Dabur India Limited is a 120-year old Indian FMCG company with a turnover of over Rs. 2,233 crores. It operates through three subsidiaries across healthcare, personal care, home care, and foods segments. The company is family owned but professionally managed. It maintains a strong brand equity through strategic interventions to adapt to business environments over the years.

1. Dabur India Ltd- A Case Study Presented by: Snehal Soni N-47 Pankaj Nagpal N 37 Ajay Dhamija N 1 Vandana Gupta N 58 Dhruv Suri N17

2. Dabur India Ltd- A Case Study

3. “The test of a successful company is to further harness energies, align priorities and re-dedicate themselves for achieving even higher goals.” - V.C. Burman

4. DABUR – An Introduction

5. Genesis

6. 120 years of celebrations

7. Organization Structure DIL operates through holding company structure and operates through three 100 % subsidiaries. These are Dabur Foods Limited Dabur International Ltd H & B Stores Pvt. Ltd.

8. Organization Structure

9. Business Segments

10. Business Units

11. Consumer Care Division

13. CCD Portfolio

14. CCD Portfolio

15. CCD Portfolio

16. CCD Portfolio

17. International Business

18. International Business contd…

19. Consumer Healthcare Division

20. Foods Division

21. Part II Where is the organization going? How would you describe the current position of the company?

22. Environmental Scanning

23. Modern Retail Sector

24. Strong Consumer Confidence

25. Macro Factors Favoring Indian Consumer

26. Consumer Sector Overview

27. FMCG Sector Snapshot

28. Strategic Group Identification

30. Category Penetration

31. FMCG Sector Snapshot

32. Proportional Spends

33. Swot Analysis

34. SWOT Analysis:Key Findings Strong brand equity Favourable demographics Good R & D facilities Favourable Industry Trends Opportunities in Rural Sements Consumer preferance toward Herbal based products

35. Porter Five Forces Analysis

36. BCG Matrix BCG Matrix to understand the current position of SBU

37. BCG Matrix BCG Matrix to understand the current position of business Segment

38. Environmental Impact Matrix

39. Ansoff’s Matrix

40. Segmentation Effective use of segemntation Demographics like in real fruit juice Benefit like in hail oil and shampoo Behaviour like institutional sales through Home made brands

41. Part III How would the organization get there? What strategic suggestions would you make regarding the various components of marketing mix?

42. Product Focus on high quality Sensitive to geographical diversity Labels in Regional Language Brand name should have Culture Fit

43. Place Intensive Distribution for Hair care, Home Care, Health Supplement and Food Division Exclusive Distribution for Skin and baby care products

44. Pricing Policy Integrated pricing Policy Penetrative pricing in the cash cows like Health supplement, Digestives and Home Care Premium pricing in Dog category like Skin and Baby care

45. Promotion Celebrity Endorsements 5 power brands strategy Change of logo Brand Rationalization Use of small sachets

46. How can it compete effectively against its competitors?

47. Winning Competitive Strategies Differentiated approach in all Business Segments 1. Health Care, Home Care and Food Division: Two Approaches Expand The total Market Expand the Market Share 2. Hair Care segments and Oral Care: Nicher Strategy Challenger strategy : Flanking Strategy 3. Skin care and Baby Care:

48. Thank You

49. A brief About Dabur Dabur India Limited (DIL) is the Fourth largest FMCG Company operating in India with a turnover of more than Rs. 2,233 crores. With a legacy of more than 120 years built on attributes of quality and trust, Dabur has proven its expertise in the fields of health care, personal care, Homecare and Foods. It is a classic case of a family owned business being handed over to professionals, a company making timely strategic interventions to adapt to the business environment and maintaining its brand equity over the years.

50. Background The company headquartered in Ghaziabad, UP, is listed on Indian stock exchanges and commands a valuation of over US$ 1.5 billion. It has been ranked amongst the “Best under a Billion” companies in Asia Pacific ( Forbes Asia 2005 & 2006 ). As per BW, March 2007, DIL is one of the top 3 most respected FMCG companies.

51. A historical Perspective Dabur was started in 1884 by Dr S K Burman in Kolkata. His vision "What is life that cannot bring comfort to others" , was instrumental in giving direction to the company in its initial and current stages of development. It made a humble beginning as a small pharmacy selling healthcare products.

52. Chronology 1896 - Setting up of plants for mass manufacturing of its formulations and entering in the specialized area of Ayurvedic medicines and branding of products. 1972 - Shifted operations to Delhi. 1975 - Setting up of full fledged research operations in health care. Mid 90s - Dabur going public 1996 - Setting up of Dabur Foods, a wholly owned subsidiary