Dabur company market over wive ppt @ bec bagalkot mba BY BABASAB PATIL

1. Dabur Company

2. Dabur Company

3. Industry Introduction
 FMCG , it is an acronym for Fast Moving Consumer
goods industry primarily deals with the production,
distribution and marketing of consumer packaged
goods. The Fast Moving Consumer Goods (FMCG) are
those consumables which are normally consumed by
the consumers at a regular interval.

4. FMCG industry economy
 FMCG industry provides a wide range of
consumables and accordingly the amount of money
circulated against FMCG products is also very high.
The competition among FMCG manufacturers is also
growing and as a result of this, investment in FMCG
industry is also increasing, specifically in India,
where FMCG industry is regarded as the fourth
largest sector with total market size of US$13.1
billion. FMCG Sector in India is estimated to grow
60% by 2010. FMCG industry is regarded as the
largest sector in New Zealand.

5. Common FMCG products
 Some common FMCG product categories include
food and dairy products, glassware, paper
products, pharmaceuticals, consumer electronics,
packaged food products, plastic goods, printing
and stationary, household products, photography,
drinks etc. and some of the examples of FMCG
products are coffee, tea, dry cells, greeting cards,
gifts, detergents, tobacco and cigarettes, watches,
soaps etc.

6.
Market potentiality of FMCG
industrythe merits of FMCG industry, which made
 Some of
this industry as a potential one are low operational
cost, strong distribution networks, presence of
renowned FMCG companies. Population growth is
another factor which is responsible behind the
success of this industry

7. Leading FMCG companies
 Some of the well known FMCG companies are
Dabur, Nestlé, Unilever, Procter & Gamble, Coca-
Cola, Pepsi etc.

8. Job opportunities inwide range of job
 FMCG industry creates a
FMCG industry
opportunities. This industry is a stable, diverse,
challenging and high profile industry providing a
wide range of job categories like sales, supply
chain, finance, marketing, operations, purchasing,
human resources, product development, general
management.

9. COMPANY INTRODUCTION
 Dabur India Limited made its beginning with a small
pharmacy in Kolkata in 1884 .Dr S.K.Burman
 Dabur India Ltd is fourth largest company in India with
interest in Health care, personal care and food
products.
 For Dabur company nature is lifeline of their business.
Hence to produce their products it always .User
ayurvedic and natural methods.
 Dabur work in active collaboration with nature to
provide the best of herbal health and personal care
products its consumers. Having a history of 125 years.

10.  Mission statement of Dabur
“being a leader in the natural foods
beverages industry and aims in offering quality
products and distributors higher returns to stake
holders”
 Vision statement of Dabur
“Dedicated to the health and well
being of every household”

11. OBJECTIVE OF DABUR
Ownership
 They accept personal responsibility and accountability
to meet business needs.
Passion for winning
 They are leaders in the area of responsibility with
deep commitment to derive result. They are
determined be the most at doing what matters most.
People development
 People are most important asset. They add value
through result driven training and encourage reward
excellence
Consumer focus
 Having a superior understanding consumer needs and
develop products to full fill better.

12. Team work
 They work together on the principle of mutual trust and
transparency in boundaryless in advocating proposals
including recognizing risk.
Innovation
 Continuous innovation in product and process is the basis
of their success.
Integrity
 They are committed achievement and business success with
consumers with business partners and with each others.

13. Products of Dabur
Health care
 Health supplements  Chwanprash, Honey
 Oral care Dabur lal manjan ,Red tooth paste
 Digestive  Hajmola
Personal care
Hair care Dabur Amla Hair oil, vatika coconut oil
vatika black shine shampoo Vatika dandruff
controller
Skin care  Dabur gulabi rose water, dabur moistures, dabur
uveda Cream dabur uveda moistures

14. Food products
Real active juice , burrsl
homemade,lemoneezand capsico
Home care
Dazzil ,Odnos ,Odonil nature ,Odopic Sanifre

15. 1.Health Care
I Health Suppliment
BRAND CORE NEED AUXILLARY NEED
a) Dabur Strengthens body’s 1. Protection from
Chawan prash Immunity system infections like cold cough
2. Totally chemical free ,
natural and safe.
b) Dabur Honey Health and fittness Replacement for the sugar or
substitute for sugar

16. Dubar Honey

17. 2) ORAL CARE
BRAND CORE NEED AUXILLARY NEED
a) Dabur Red Tooth past Strong teeth 1. Prevents tooth ache
2. Kills harmful germs
3. Prevents bad breath.

18. 3) Digestive
BRAND CORE NEED AUXILLARY NEED
a) Dabur Hajmula Stimulation of digestive 1. Increase appetite
power 2. Controls
dyspepsia

19. 2.Personal
1.Hair care
BRAND CORE NEED AUXILLARY NEED
a) Dabur Enrichments and 1. Provides healthy shiny hair .
Amla strangeness 2. Beautiful hair .
Hair oil to hair
b) Dabur Provides natural 1. Makes hair strong .
Vatika Nourishment 2. Better Dandruff control.
Enriched
coconut oil
c) Dabur Maintances the 1. Incredible shine
Vatika black color of hair 2. No harm full chemicals
black shine
shampoo
d) Dabur Remove Dandruff 1. Prevents resume of dandruff.
Vatika Dandruff 2. Removes dandruff without causing any
Control dandruff hair.
3. Provides beautiful hair.

22. 2. Skin Care
BRAND CORE NEED AUXILLARY NEED
Dabur leveda *Provides complete fairness 1. Makes the skin lights
complete fairness cream to skin and nourish it
2. Slows down melanin
synthesis.
3. Provides glow to skin

23. 3.Food
BRAND CORE NEED AUXILLARY NEED
Real Nature Fresh (mixed Provides Nutrition to kids Provides energy which is equal
Fruit Juice) and other people to one time meal.
Real active Juice Provides energy and 1. No added suger,color and
improve our health and presser votives .
lifestyle 2. Can be used by diabetic
patients occasionally .

24. 4.Home Care
BRAND CORE NEED AUXILLARY NEED
a. Dazzl Superior Cleaning 1. Disinfectant floor cleaner.
2. Removes dirt and gives
sparks to floor
b. Odonil Keeps the home fresh and 1. Transform the.
Air freshner provides good small. mood of family
members

25. PUNCH LINES & BRAND AMBASSADORS
I. Health Care
2) Health Suppliment
Dabur Chawanprash
 Punch line: ”TWO SPOONS A DAY HELP
KEEP ILLNESS AWAY”
Brand Ambassodr: “maHEnDar SInG DHonI”

26. Dabur Honey
 Punch Line: “ “
 Brand Amabassador:
“amITabaCHHan & maHEnDra SInG DHonI “

27. ORAL CARE
Dabur red toothpaste
 Punch Line: “KEEP DENTAL PROBLEMS
AWAY“


28. Digestive
Dabur Hajmula
 Punch Line: “HAJMOLA KA CHATAKARA
KARE KHANA COMPLET”

29. Personal
1.Hair care
 Dabur Amla Hair oil
 Punch Line: “ZYADA LAMHE
ZYADA MAZBOOT ZYADA
KHUBSOORAT BAAL”
 Brand Amabassador: Rani Mukarjee

31. Personal
Dabur Vatika Enriched coconut oil
 Punch Line: “PROOF HAI BETTER HAI”
 Brand Amabassador: Geneliya D. Souza

33. Personal
Dabur Vatika black shine shampoo
 Punch Line:
 Brand Amabassador:

34. 2.Personal
Dabur Vatika Dandruff Control
 Punch Line:” REMOVES DANDRUFF LOVES
HAIR”
 Brand Amabassador: Preeti Zinta

35. Skin Care
Dabur uveda complete fairness cream
 Punch Line: “ “
 Brand Amabassador: Vidya Balan

36. Food
Real Nature Fresh (Mixed Fruit Juice)
 Punch Line: : “ MY REAL FRUIT POWER”
 Brand Amabassador:

37. Food
Real active Juice
 Punch Line: “ I AM ACTIVE ”
 Brand Amabassador:

38. Home Care
Dazzl
 Punch Line:
 Brand Amabassador: ‘ Smruti Irani ‘

39. Home Care
Odonil Air freshner
 Punch Line: “ MOOD BADAL DE “
 Brand Amabassador:

40. InDuSTry CompETITorS
DABUR HLL(Hindustan Uniliver
Limited)
P&G(Proctle &Gamble)

41. BRAND COMPETITORS
DABUR BRANDS OTHER COMPETITIVE
BRANDS
ORAL CARE
Dabur red tooth Pepsodent,Close up
paste

42. BRAND COMPETITORS
DABUR BRANDS OTHER COMPETITIVE
BRANDS
HAIR CARE
Vatika Enriched
Coconut Oil
Vatika Black Shine Sunsilk, Pantene, Clinic
Shampoo Plus.
Vatika Dandruff Head and Shoulders.
Control.

43. BRAND COMPETITORS
DABUR BRANDS OTHER COMPETITIVE
BRANDS
SKIN CARE
Dabur Uveda Fair and Lovely Fairness
Fairness Cream Cream.

44. BRAND COMPETITORS
DABUR BRANDS OTHER COMPETITIVE
BRANDS
FOOD CARE
Real Nature Fresh Kissan Fruit Juice
Real Active Juice Tajmahal tea, Broke Bond
tea, BRU-Coffee.

45. BRAND COMPETITORS
DABUR BRANDS OTHER COMPETITIVE
BRANDS
HOME CARE
Dazzl. Domex, Cif, Mr-Clean
Odonil air fresher. Febreze.

46. COMPETITORS OBJECTIVES
HUL(Hindustan Unilever Limited)
 Ensure safety of its products and operations for the
environment by using standards of environmental safety,
which are scientifically sustainable and commonly
acceptable.
· Develop, introduce company to meet the company
standards as well as statutory requirements for
environment. Verify compliance with these standards
through regular auditing.
· Assess environmental impact of all its activities and
set annual improvement objectives and targets and
review these to ensure that these are being met at the
individual unit and corporate levels.

47. COMPETITORS OBJECTIVES
 · Involve all employees in the implementation of this Policy and
provide appropriate training. Provide for dissemination of
information to employees on environmental objectives and
performance through suitable communication networks.
 · Encourage suppliers and co-packers to develop and employ
environmentally superior processes and ingredients and co-
operate with other members of the supply chain to improve
overall environmental performance.
 · Work in partnership with external bodies and Government
agencies to promote environmental care, increase
understanding of environmental issues and disseminate good
practice.

48. COMPETITORS OBJECTIVES
p&G([proCTlE anD GamblE)objECTIvES
Integrety
 They always try to do the right things. they are honest and straight forward
with each other.
 They operate within the spirit of law and uphold the values and principles of
P&G every action and decision
Leadership
 They all are leaders in area of responsibility.
 They have a clear vision.
 They focus their resources to achieve leadership objectives and strategies
Ownership
 They all act like owners treating the companies assets as their
own & behaving with the companies long-term success in mind.

49. COMPETITORS OBJECTIVES
Passion for Winning
 They are determined to be the best at doing what matters most.
 They have a compelling desire to improve and to win in the
marketplace.
Trust
 They respect P&G colleagues, customers and consumers.
 They have confidence in each other's capabilities and intentions.
 They believe that people work best when there is a foundation of
trust.
Innovation
 They place great value on new consumer innovations.

50. Competitor strengths and weakness
Hul(HInDuSTan unIlEvEr lImITED)
Strengths
 HUL’s distribution n/w is covering over 3400
distributors & 16 million outlets. This helps them to
maintain heavy volumes.
 HUL has been continuously able to grow at a rate
more than growth rate for FMCG sector.

51. CONTD…..
Weakness
 HUL’s market dominance, originating from its
extensive rich and strong brand presence , allowed
it to raise the prices even as raw materials were
getting cheaper.
 They are trying to cut down their cost in order to
protect their volumes.

52. CONTD…..
P&G([proCTlE anD GamblE)
Strengths
 Leading Market Position
 Diversified and innovative product Portfolio
 Strong Finances in past years
SWOT analysis-Weaknesses
 Quality control Problem
 Decreased Revenues in their Northeast Asian Market

53. Decide whom to attack & whom to avoid
(S-Strong-Weak-Closed-Distant-Good-Bad)
Competitor S W C D G B Attack Avoid
HUL - - - - √ -
√ -
Justisification:
As reference to brand competitors for most of th
dabur brand they are providing substitutes with
equal features, so, that wise HUF are strong,
close & good competitors for Dabur.

54. Competitor S W C D G B Attack Avoid
P&G √ - - - - - √
-
Justification:
As considering P & G brands in Indian market there are only
few brands are there which competes with dabur brands
so, we assume that P & G weak, distant & good competitors.

55. Four P’s of Dabur
PRODUCT PRICE PLACE OR PROMOTION
DISTRIBUTIO
N CHANNEL
1.Dabur minimum Manufacturer  TV commercials
0.50 paisa  Newspapers
price  POP Display
a) Candy Wholesaler  Wall Painting
 Video Vans
 Sales Proportions
Retailer
Consumer

56. Four P’s of Dabur
b)Chawanprash Rs.695 (with Manufacturer  TV commercials
shipping)  Newspapers
 POP Display
Wholesaler
 Wall Painting
 Video Vans
Agents  Sales Proportions
Retailers

57. Market Share of Dabur
OTHERS
1
%
68%
CCD

58.  Pricing Strategy :
Dabur implented value based, cost based,compitator based
pricing stragies.
 Value based:
pricing is done based on companies' image in the market.
Ex:chwanprash
 Cost based:
pricing is done based on cost of production.
Ex: hajmola.
 Competitor based:
pricing is done based on competitors.
Ex: vatika dandruff control shampoo.

59. F ACTORS INFLUENCING BUYING BEHAVIOUR
FACTORS HIGH/ME JUSTIFICATION
DIUM/LO
W
IMPACT
Cultural factors High As dabur company is based on “ayurvedic
impact and natural” methods. Ayurvedic is
basically from and Indians believe that
method.
Social factors High Dabur is having a history of 125 years.
impact It’s a well known and old company in the
society, and as company’s vision is to
provide the well being of society.

60. Personal factors High Dabur products are categorized into
impact oral care, hair care, skin care, health
care, food, home care, which mainly
concentrate on children, old age
people, women’s teenagers etc.
company is promoting it’s products
through famous celebrities like amitab
bachhan, dhoni,rani mukharjee etc.
Pschycological Medium Dabur is old, and well known
factors impact company, mainly it is ayurvedic based.
Dabur is international company
customer has trust on dabur company.

61. BUYING DECISION PROCESS
 This is important for anyone making
marketing decisions. It forces the marketer to
consider the whole buying process.

62. BUYING DECISION PROCESS

63. Need recognition:
First basic need of purchasing is to be identified.
Ex: to purchase a vatika dandruff control shampoo
basic need is dandruff controlling.
Information search:
Through information sources like, retailers,
suppliers, family, friends, dealers, advertise etc.

64. Evaluation of alternatives:
Evaluation of substitutes for purchasing product.
Ex: for vatika dandruff control shampoo substitutes are
head & shoulders, clinic all-clear etc
Purchase:
After evaluating all alternative products customer choos
best alternative which fulfills his/her need.
Post-purchase evaluation:
Experience of customer after using product.
Depending his/her experience,
customer may or may not satisfied.

65. Conclusion
 Nature is the lifeline of Dabur company. Dabur
works in active collaboration with nature to provide
the best of ayurvedic ,herbal health and personal
care products to its consumers. They define their
business in ways that provide societal,
environmental, and economic benefits to the
communities and Geographic’s where they operate.