Dabur Company

Dabur Company

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.

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.

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.

Market potentiality of FMCG Some of industry the merits of FMCG industry, which
made 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

Leading FMCG companies

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

Job opportunities in FMCG industry

FMCG industry creates a wide range of job 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.

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.

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

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.

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.

Health care Health supplements Chwanprash, Honey Oral care Dabur lal manjan ,Red tooth paste Digestive Hajmola Personal care Hair care

Products of Dabur

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

Food products Real active juice , burrsl homemade,lemoneezand capsico Home care

Dazzil ,Odnos ,Odonil nature ,Odopic

Sanifresh

1.Health Care I Health Suppliment

BRAND a) Dabur Chawan prash CORE NEED Strengthens bodys Immunity system AUXILLARY NEED 1. Protection from 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

Dubar Honey

2) ORAL

CARE
CORE NEED AUXILLARY NEED

BRAND

a) Dabur Red Tooth past

Strong teeth

1. Prevents tooth ache 2. Kills harmful germs 3. Prevents bad breath.

3) Digestive

BRAND

CORE NEED

AUXILLARY NEED

a) Dabur Hajmula

Stimulation of digestive power

1. Increase appetite 2. Controls dyspepsia

2.Personal
1.Hair care
BRAND CORE NEED AUXILLARY NEED

a) Dabur Amla Hair oil

b) Dabur Vatika Enriched coconut oil c) Dabur Vatika black shine shampoo d) Dabur Vatika Dandruff Control

Enrichments and strangeness to hair

Provides natural Nourishment

1. Provides healthy shiny hair . 2. Beautiful hair .

1. Makes hair strong . 2. Better Dandruff control.

Maintances the black color of hair

1. Incredible shine 2. No harm full chemicals

Remove Dandruff

1. Prevents resume of dandruff. 2. Removes dandruff without causing any dandruff hair. 3. Provides beautiful hair.

2. Skin Care
BRAND CORE NEED AUXILLARY NEED

Dabur leveda complete fairness cream

*Provides complete fairness to skin

1. Makes the skin lights and nourish it 2. Slows down melanin synthesis. 3. Provides glow to skin

3.Food
BRAND CORE NEED AUXILLARY NEED

Real Nature Fresh (mixed Fruit Juice)

Provides Nutrition to kids and other people

Provides energy which is equal to one time meal.

Real active Juice

Provides energy and improve our health and lifestyle

1. No added suger,color and presser votives . 2. Can be used by diabetic patients occasionally .

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 Air freshner

Keeps the home fresh and 1. Transform the. provides good small. mood of family members

PUNCH LINES & BRAND AMBASSADORS

I. 1)

Health Care Health Suppliment

Dabur Chawanprash

Punch line: TWO SPOONS A DAY HELP KEEP ILLNESS AWAY

Brand Ambassodr: MAHENDAR SING DHONI

Dabur Honey

Punch Line: Brand Amabassador:

AMITABACHHAN & MAHENDRA SING DHONI

ORAL CARE

Dabur red toothpaste

Punch Line: KEEP DENTAL PROBLEMS AWAY

Digestive
Dabur Hajmula

Punch Line: HAJMOLA KA CHATAKARA KARE KHANA COMPLET

Personal 1.Hair care

Dabur Amla Hair oil Punch Line: ZYADA LAMHE ZYADA MAZBOOT ZYADA KHUBSOORAT BAAL Brand Amabassador: Rani Mukarjee

Personal
Dabur Vatika Enriched coconut oil

Punch Line: PROOF HAI BETTER HAI Brand Amabassador: Geneliya D. Souza

Personal
Dabur Vatika black shine shampoo

Punch Line: Brand Amabassador:

2.Personal
Dabur Vatika Dandruff Control

Punch Line: REMOVES DANDRUFF LOVES HAIR

Brand Amabassador: Preeti Zinta

Skin Care
Dabur uveda complete fairness cream

Punch Line:

Brand Amabassador: Vidya Balan

Food
Real Nature Fresh (Mixed Fruit Juice)

Punch Line: : MY REAL FRUIT POWER

Brand Amabassador:

Food
Real active Juice

Punch Line: I AM ACTIVE

Brand Amabassador:

Home Care
Dazzl

Punch Line:

Brand Amabassador: Smruti Irani

Home Care
Odonil Air freshner

Punch Line: MOOD BADAL DE

Brand Amabassador:

INDUSTRY COMPETITORS

DABUR

HLL(Hindustan Uniliver Limited)

P&G(Proctle &Gamble)

BRAND COMPETITORS DABUR BRANDS OTHER COMPETITIVE BRANDS

ORAL CARE
Dabur red tooth paste

Pepsodent,Close up

BRAND COMPETITORS
DABUR BRANDS OTHER COMPETITIVE BRANDS

HAIR CARE
Vatika Enriched Coconut Oil Vatika Black Shine Shampoo Vatika Dandruff Control. Sunsilk, Pantene, Clinic Plus. Head and Shoulders.

BRAND COMPETITORS DABUR BRANDS OTHER COMPETITIVE BRANDS

SKIN CARE
Dabur Uveda Fairness Cream

Fair and Lovely Fairness Cream.

BRAND COMPETITORS
DABUR BRANDS OTHER COMPETITIVE BRANDS

FOOD CARE

Kissan Fruit Juice Real Nature Tajmahal tea, Broke Fresh Real Active Juice Bond tea, BRU-Coffee.

BRAND COMPETITORS
DABUR BRANDS OTHER COMPETITIVE BRANDS

HOME CARE

Domex, Cif, Mr-Clean Dazzl. Odonil air fresher. Febreze.

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.

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.

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.

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.
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.

Trust

Innovation

They place great value on new consumer innovations.

Competitor strengths and weakness

HUL(Hindustan Unilever Limited)
Strengths HULs 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.

CONTD..

Weakness HULs 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.

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

Decide whom to attack & whom to avoid (S-Strong-Weak-Closed-Distant-Good-Bad)

Competitor

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.

Competitor

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.

Four Ps of Dabur
PRODUCT PRICE PLACE OR DISTRIBUTIO N CHANNEL Manufacturer Wholesaler PROMOTION

1.Dabur minimum 0.50 paisa price a) Candy

TV commercials Newspapers POP Display Wall Painting Video Vans Sales Proportions

Retailer

Consumer

Four Ps of Dabur
b)Chawanprash
Rs.695 (with shipping) Manufacturer Wholesaler Agents TV commercials Newspapers POP Display Wall Painting Video Vans Sales Proportions

Retailers

Market Share of Dabur

OTHERS 1 % 11%IBD
PRODUCTION MIX

13%CHD

68% CCD

CCD
CHD IBD FOOD OTHERS

7%FOOD

Pricing Strategy :
Dabur implented value based, cost based,compitator pricing stragies. based

Value based:
pricing is done based on companies' Ex:chwanprash image in the market.

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.

F ACTORS INFLUENCING BUYING BEHAVIOUR

FACTORS HIGH/ME JUSTIFICATION DIUM/LO W IMPACT

Cultural factors High impact

Social factors

High impact

As dabur company is based on ayurvedic and natural methods. Ayurvedic is basically from and Indians believe that method. Dabur is having a history of 125 years. Its a well known and old company in the society, and as companys vision is to provide the well being of society.

Personal factors High impact

Dabur products are categorized into oral care, hair care, skin care, health care, food, home care, which mainly concentrate on children, old age people, womens teenagers etc. company is promoting its products through famous celebrities like amitab bachhan, dhoni,rani mukharjee etc. Dabur is old, and well known company, mainly it is ayurvedic based.

Pschycological factors

Medium impact

Dabur is international company customer has trust on dabur company.

BUYING DECISION PROCESS

This is important for anyone making marketing decisions. It forces the marketer to consider the whole buying process.

BUYING DECISION PROCESS

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.

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 choose 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.

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 Geographics where they operate.