Case Study On Dabur India 2014

1. BY
SUBIN.kANNAN

2. Dr.S.K Burman
Founder of Dabur
(1884)

3. The story of Dabur began with a small, but
visionary endeavor by Dr.SK Burman, a physician
tucked away in Bengal.
His mission was to provide effective and
affortable cure for ordinary people in far-flung
villages
He undertook the task of preparing natural cures
for the killer diseases of those days,like
cholera,malaria and plague.
Soon the news of his medicines travelled, and he
came to be known as the trusted ‘Daktar’ or
Doctor who came up with the effective cures,and
this is how his venture Dabur got its name-
Derived from the Devanagri rendition of Daktar
Burman.

5. About Dabur
Dabur India Limited is a leading Indian consumer goods company
with interests in Hair Care, Oral Care, Health Care, Skin Care, Home
Care and Foods.
Beginnings in Calcutta way back in 1884 as an Ayurvedic
medicines company
 Dabur India Ltd has come a long way today to become a leading
consumer products manufacturer in India.
For the past 130 years, they have been dedicated to providing
nature-based solutions for a healthy and holistic lifestyle.
Through our comprehensive range of products, we touch the lives of
all consumers, in all age groups, across all social boundaries.
And this legacy has helped us develop a bond of trust with our
consumers. That guarantees you the best in all products carrying the
Dabur

6. 1884 - Established by Dr. S K Burman at
Kolkata

7. WALKING DOWN THE MEMORY LINE

16. CURRENT POSITION

17.  2002-2003-increased from 95.53-113.44crore,An increase of
18%
 2003-2004-10% reduction in total expenditure by purchasing
row material by e-sourcing and by reduce its stock end
 Enter into 10 year IT outsourcing cum-consulting contract with
Accenture

18.  Their advertisement campaign had helped them a lot
 Reduced interest outgo-managed to get lowcost debt rather
than high cost debt
 Total debt was reduced to rs39.80 crore from 81.70crore
 Dabur already entered the global market as a part of business
strategy

19.  Acquired Redrock a UAE-based company and renamed it as
Dabur international
 Joint venture in pakisthan
 Manufacturing unit in nigeria
 Company internal business include export india contribute
9.6% of the total sales
 Dabur fmcg product is expected to increase demand

20.  Name of former executive director, Pradip Burman was listed
in the list of black money account holders on 27 October 2014
when BJP government revealed the names. Dabur rejected the
black money charge

21. Conclusion
 MARGINALLY INCREASE IN PROFIT DOMESTIC AND GLOBALLY
 GOING GLOBAL AS THEIR MARKETING STRATEGY

27.  Avoid nigeria market
 Increase domestic activities
 Going global after proper research and development

28. 1>>Problems in Nigeria
 61% NIGERIAN POPULATION ARE IN POVERTY
 STRONG COMPETITION FROM UNILEVER AND P&G
 SMALL PLAYERS AND IMPORTS HAVE 50% MARKETSHARE
 NIGERIAN FOCUS PRODUCTS AND NOT CONGRUENT WITH
DABUR

29. Sales in International Markets

31. Concentration
• Can concentrate
more in domestic
and developing
countries
• Chances of
increase in profits
Concern
• Increase in
expenditure
• Chances of Loosing
goodwill

32. 2>>Increasing Domestic Activity
 Relatively low risk but high profit potential
 Chances of raising indian CPG market in mere future
 Well established branding and distribution
As per current data-1.5 millon retail outlet
5000 distributors

35. Awards and Achievements-
 1. Dabur ranked 182 in the ET-500 list Of India Inc's Heroes

 2. Dabur ranked 7th Most Respected Company in the Fast Moving Consumer Goods space in India

 3. Dabur ranked among Top 10 Best Companies to Work For in the Consumer Goods and Durables
sector

 4. Dabur ranked 45 among Most Trusted Brands In India, according to Brand Trust Report, India
Study, 2011
 5. The Burman family, promoters of Dabur, ranked 20th in Forbes' 'The 100 Richest Indians' list


 6. Dabur listed among the enterprises that are
 'Doing India Proud' in Limca Book of Records
 2010

 7. Dabur ranked 200 in the Fortune India 500 list
 That ranks India's 500 largest corporations

 8. Dabur India Ltd ranked as India's Most Customer Responsive FMCG Company

36. consideration
• To increase the depth and
width rural distribution
• Develop products for young
dynamic markets
• Traditional Medicine
• Can introduce soap
products eg:baby soap
• Conduct further market
research
• Participate in more social
service
• Creative adds
concern
• Ability to with stand
competitors
• Expensive
• Not able to add new
product line

37. 3>>Going global
 Concetrate more in Dubai
Similar customers to india
Distribute through local distributors
 Egypt
Hair oil as there focus products
long term oriented projects
 Dabur should understand each countries culture and
concentrate on a paricular area

40. consideration
• Marketing
capabilities
• Chances of
expansion
concern
• Competition
• Environmental
factor
• Liability of
infrastructure
• Risk factor

41. 2>>Concentrate in Domestic Market
 Dabur has a well established brand name and trust to the product which would ease
them to regain their market share.
 Expansion of dabur products to rural areas leds the growth to higher trajectory
 R & D works on dabur with different product line can be a success in india market
 Manufacturing units in southern region can also increase the popularity

42.  It was really a very great experience to study this FMCG Company “Dabur India
Limited”.
 Through its comprehensive range of products it touches the lives of all consumers,
in all age groups, across all social boundaries. 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.