Dabur is India's 4th largest FMCG company with over 100 years of operations. It has strategic business units in healthcare, personal care, and food. Dabur's vision is dedicated to household health and well-being, and its mission is to maximize shareholder value by offering superior quality natural products. The company focuses on ownership, passion for winning, people development, consumer focus, teamwork, and innovation. Dabur follows growth strategies of vertical integration, diversification, and horizontal integration through acquisitions. It aims for stability through replacing old systems, customized packaging, and new product launches.

1. Presented By-
PARAS VOHRA
SWATI
MANUJA
PRAGYA
SHARMA
GAURAV
KUMAR

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.

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. PRINCIPL
ES
• Ownership
• Passion for
Winning
• People
Development
• Consumer Focus
• Team Work
• Innovation
• Integrity

5. ORGANIZATION
STRUCTURE
• 3 major strategic business units
(SBU)
– Family Products Division (FPD)
– Healthcare Products Division (HPD)
– Ayurvedic Specialities Ltd (ASL)
– Key point about this structure-Flatter
– Reengineer its sales and distribution
structure

6. SUPPLY
CHAIN
• Dabur- The Oldest Supply Chain in
India
• Characteristics about the supply chain-
– Wide and integrated distribution network
– Improved distribution system through its
unique Retails Excellence program, “DARE”
– Direct Shipment Strategy
– ,Dabur has achieved cost and lead time
reduction

7. APPRAISAL
PERFORMANCE
• Appraisal Process-
– Established Performance Standards
– Communicate Performance
expectations to employees
– Measure actual performance
– Compare actual performance with set
standards
– Discuss the appraisal with the employees
– To improve performance- KPA’s , KPI’s and
MBO

8. MARKETING
MIX
• Product- Products that are of excellent
quality and are herbal.
– Oral products- Dabur Lal Dant Manjan
– Health products- Dabur’s Honitus Cough
Syrup, Dabur Active Blood Purifier for
women
– Skin products- Gulabari ,Moisturizing cream

9. 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

11. PLACE
 Dabur constantly kept on increasing its geographic spread to
increase its sales revenues
 Entered the South Indian Market
 Expanding in the International Market
 Presence in over 50 countries
 Subsidiaries established in Nepal, Nigeria, Bangladesh and
Pakistan
 Focus areas : Asia Pacific, Afghanistan, Russia and otherCIS
countries

12. PROMOTIONS
 Different brands have its own marketing and advertising team
 Different brands had different promotions
 Utilized the popularity of Indian films in the domestic and
global markets to promote its brands
 Undertook the most advertising campaign with Mr. Bachchan
endorsing Dabur brands
 Signed cricketer Virendar Sehwag and his wife for selected
Oral, Hair and Healthcare products

13. MARKETING
MIX

14. C CORPORATE STRATEGY
Dabur follows three types of growth
strategy:
1. vertical integration
2. Diversification
3. Horizontal integration

15. Vertical Integration
1884 Dr.SK Burman makes healthcare
products in Calcutta.
• 1972 Operation and plant setup in Delhi
In 1896 Mass productions of formulations
1920 Dabur expands manufacturing
units to narendrapura and
daburgram

16. DIVERSIFICATION
2007-Foray into
organized retail
2011- enters
professional skin
care market
1884-Only
Ayurvedic
medicines
1919-Research Labs
1979- Specialized
in cancer
treatement
1996- Separate
divisions: Health care
Family Product
Ayurvedic

17. HORIZONTAL INTEGRATION
1992
Joint
venture
with
Agrolimen,
Spain
1995
Joint venture
with
Osem,Israel and
Bongrain,
France
2005
Acquires
Balsara’s
Hygiene
and home
products
2008
Acquires
Fem Care
Pharma
2011
Acquires30-
plus from
Ajanta
Pharma
2010
Buys Hobi Kozmetik
Also, Namaste
LabsUS

18. Corporate Strategy
• SENSORY IDENTITY
Changing old Dabur tree.
• STRATEGIC INTENT
Expansion, Acquisition & Innovation
across various segments.

19. Corporate Strategy
Contd..
• Retrenchment Strategy
–Old ERP system replaced with SAP.
• Three step approach for Stability
–POS promotion and better stocking
practice.
–Customized packaging and
commercials.
–Product launches.

20. 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 catageries,
innovative offereings.