dabur company market over wive ppt @ bec bagalkot mba

8/2/2019 Dabur Company Market Over Wive Ppt @ Bec Bagalkot Mba

1/65

Dabur Company


2/65

Dabur Company


3/65

Industry Introduction

FMCG , it is an acronym for Fast MovingConsumer goods industry primarily deals withthe production, distribution and marketing of

consumer packaged goods. The Fast MovingConsumer Goods (FMCG) are thoseconsumables which are normally consumed bythe consumers at a regular interval.


4/65

FMCG industry economy

FMCG industry provides a wide range ofconsumables and accordingly the amount ofmoney circulated against FMCG products is

also very high. The competition among FMCGmanufacturers is also growing and as a resultof this, investment in FMCG industry is alsoincreasing, specifically in India, where FMCG

industry is regarded as the fourth largest sectorwith total market size of US$13.1 billion.FMCG Sector in India is estimated to grow60% by 2010. FMCG industry is regarded asthe largest sector in New Zealand.


5/65

Common FMCG products

Some common FMCG product categoriesinclude food and dairy products, glassware,paper products, pharmaceuticals, consumer

electronics, packaged food products, plasticgoods, printing and stationary, householdproducts, photography, drinks etc. and some ofthe examples of FMCG products are coffee,tea, dry cells, greeting cards, gifts, detergents,tobacco and cigarettes, watches, soaps etc.


6/65

Market potentiality of FMCG

industry Some of the merits of FMCG industry, whichmade this industry as a potential one are lowoperational cost, strong distribution networks,

presence of renowned FMCG companies.Population growth is another factor which isresponsible behind the success of this industry


7/65

Leading FMCG companies

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


8/65

Job opportunities in FMCG industry FMCG industry creates a wide range of jobopportunities. 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, productdevelopment, general management.


9/65

COMPANY INTRODUCTION

Dabur India Limited made its beginning with a

small pharmacy in Kolkata in 1884 .DrS.K.Burman

Dabur India Ltd is fourth largest company inIndia with interest in Health care, personal care

and food products. For Dabur company nature is lifeline of their

business. Hence to produce their products italways .User ayurvedic and natural methods.

Dabur work in active collaboration with nature toprovide the best of herbal health and personalcare products its consumers. Having a history of125 years.


10/65

Mission statement of Dabur

being a leader in the naturalfoods beverages industry and aims in offeringquality products and distributors higher returnsto stake holders

Vision statement of Dabur

Dedicated to the health and

well being of every household


11/65

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 aredetermined be the most at doing what mattersmost.

People development

People are most important asset. They addvalue through result driven training andencourage reward excellence

Consumer focus

Having a superior understanding consumerneeds and develop products to full fill better.


12/65

Team work

They work together on the principle of mutual trustand transparency in boundaryless in advocatingproposals 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.


13/65

Products of DaburHealth 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 oilvatika black shine shampoo Vatika dandruff

controller

Skin care Dabur gulabi rose water, dabur moistures, daburuveda Cream dabur uveda moistures


14/65

Food products

Real active juice , burrslhomemade,lemoneezand capsico

Home care

Dazzil ,Odnos ,Odonil nature ,OdopicSanifresh


15/65

BRAND CORE NEED AUXILLARY NEED

a) DaburChawan prash

Strengthens bodysImmunity system

1. Protection frominfections like coldcough

2. Totally chemical free ,natural and safe.

b) Dabur Honey Health and fittness Replacement for the sugar or

substitute for sugar

1.Health CareI Health Suppliment


16/65

Dubar Honey


17/65


a) Dabur Red Tooth past Strong teeth 1. Prevents tooth ache2. Kills harmful germs3. Prevents bad breath.

2) ORAL CARE


18/65


a) Dabur Hajmula Stimulation of digestivepower

1. Increase appetite2. Controls

dyspepsia

3) Digestive


19/65


a) DaburAmlaHair oil

Enrichments andstrangenessto hair

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

b) DaburVatikaEnrichedcoconut oil

Provides naturalNourishment

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

c) DaburVatikablack shineshampoo

Maintances theblack color of hair

1. Incredible shine2. No harm full chemicals

d) DaburVatika Dandruff

Control

Remove Dandruff 1. Prevents resume of dandruff.2. Removes dandruff without causing

any dandruff hair.3. Provides beautiful hair.

2.Personal1.Hair care


20/65


21/65


22/65


Dabur levedacomplete fairness cream

*Provides completefairness to skin

1. Makes the skin lightsand nourish it

2. Slows down melanin

synthesis.3. Provides glow to skin

2. Skin Care


23/65


Real Nature Fresh(mixed Fruit Juice)

Provides Nutrition to kidsand other people

Provides energy which isequal to one time meal.

Real active Juice Provides energy andimprove our health andlifestyle

1. No added suger,color andpresser votives .

2. Can be used by diabeticpatients occasionally .

3.Food


24/65


a. Dazzl Superior Cleaning 1. Disinfectant floorcleaner.

2. Removes dirt andgives sparks to floor

b. OdonilAir freshner

Keeps the home fresh andprovides good small.

1. Transform the.mood of family

members

4.HomeCare

PUNCH LINES & BRAND


25/65

PUNCH LINES & BRANDAMBASSADORSI. Health Care

1) Health SupplimentDabur Chawanprash

Punch line: TWO SPOONS A DAY HELP

KEEP ILLNESS AWAY

Brand Ambassodr: MAHENDAR SING DHONI


26/65

Dabur Honey

Punch Line:

Brand Amabassador:

AMITABACHHAN & MAHENDRA SING DHONI


27/65

ORAL CARE

Dabur red toothpaste Punch Line: KEEP DENTAL PROBLEMS

AWAY


28/65

DigestiveDabur Hajmula

Punch Line: HAJMOLA KA CHATAKARA KARE

KHANA COMPLET


29/65

1.Hair care

Dabur Amla Hair oil

Punch Line: ZYADA LAMHE ZYADA

MAZBOOT ZYADA KHUBSOORAT

BAAL

Brand Amabassador: Rani Mukarjee

Personal


30/65


31/65

PersonalDabur Vatika Enriched coconut oil

Punch Line: PROOF HAI BETTER HAI

Brand Amabassador: Geneliya D. Souza


32/65


33/65

PersonalDabur Vatika black shine shampoo

Punch Line:

Brand Amabassador:


34/65

2.PersonalDabur Vatika Dandruff Control

Punch Line: REMOVES DANDRUFF LOVES

HAIR

Brand Amabassador: Preeti Zinta


35/65

Skin Care

Dabur uveda complete fairness cream

Punch Line:

Brand Amabassador: Vidya Balan


36/65

FoodReal Nature Fresh (Mixed Fruit Juice)

Punch Line: : MY REAL FRUIT POWER

Brand Amabassador:


37/65

FoodReal active Juice

Punch Line: I AM ACTIVE

Brand Amabassador:


38/65

HomeCareDazzl

Punch Line:

Brand Amabassador: Smruti Irani


39/65

HomeCareOdonil Air freshner

Punch Line: MOOD BADAL DE

Brand Amabassador:


40/65

DABUR HLL(Hindustan

Uniliver Limited)

P&G(Proctle&Gamble)

INDUSTRY COMPETITORS

BRAND COMPETITORS


41/65

DABUR BRANDS OTHER COMPETITIVE

BRANDS

ORAL CAREDabur red tooth

paste

Pepsodent,Close up

BRAND COMPETITORS


42/65


BRANDS

HAIR CAREVatika Enriched

Coconut OilVatika BlackShine ShampooVatika Dandruff

Control.

Sunsilk, Pantene,Clinic Plus.Head and Shoulders.

BRAND COMPETITORS

BRAND COMPETITORS


43/65


BRANDS

SKIN CAREDabur Uveda

Fairness Cream

Fair and LovelyFairness Cream.

BRAND COMPETITORS

BRAND COMPETITORS


44/65


BRANDS

FOOD CAREReal NatureFreshReal Active Juice

Kissan Fruit JuiceTajmahal tea, Broke

Bond tea, BRU-Coffee.

BRAND COMPETITORS

BRAND COMPETITORS


45/65


BRANDS

HOME CAREDazzl.Odonil air fresher.

Domex, Cif, Mr-CleanFebreze.

BRAND COMPETITORS

COMPETITORS OBJECTIVES


46/65


Ensure safety of its products and operations for the

environment by using standards of environmental safety,which are scientifically sustainable and commonlyacceptable.

Develop, introduce company to meet the companystandards as well as statutory requirements forenvironment. Verify compliance with these standardsthrough regular auditing.

Assess environmental impact of all its activities andset annual improvement objectives and targets and reviewthese to ensure that these are being met at the individualunit and corporate levels.

HUL(Hindustan Unilever Limited)

O O O


47/65


Involve all employees in the implementation of thisPolicy and provide appropriate training. Provide fordissemination of information to employees onenvironmental objectives and performance throughsuitable communication networks.

Encourage suppliers and co-packers to develop andemploy environmentally superior processes andingredients and co-operate with other members of thesupply chain to improve overall environmental

performance.

Work in partnership with external bodies andGovernment agencies to promote environmental care,increase understanding of environmental issues and

disseminate good practice.



48/65


P&G([Proctle and Gamble)ObjectivesIntegrety

They always try to do the right things. they are honest and straightforward with each other.

They operate within the spirit of law and uphold the values andprinciples 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 andstrategies

Ownership

They all act like owners treating the companies assets as their

own & behaving with the companies long-term success in mind.


49/65


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 themarketplace.

Trust They respect P&G colleagues, customers and consumers.

They have confidence in each other's capabilities andintentions.

They believe that people work best when there is a foundationof trust.

Innovation They place great value on new consumer innovations.

Competitor strengths and


50/65

Competitor strengths andweakness

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.


51/65

CONTD..

Weakness

HULs market dominance, originating from its

extensive rich and strong brand presence ,

allowed it to raise the prices even as rawmaterials were getting cheaper.

They are trying to cut down their cost in orderto protect their volumes.


52/65

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


53/65

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

Justisification:As reference to brand competitors for most of tdabur brand they are providing substitutes with

equal features, so, that wise HUF are strong,

close & good competitors for Dabur.

Competitor S W C D G B Attack Avoid

HUL

-

- - - - -


54/65

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 brandsso, we assume that P & G weak, distant & good competitors.

Four Ps of Dabur


55/65

PRODUCT PRICE PLACE ORDISTRIBUTION CHANNEL

PROMOTION

1.Dabur minimum

price

a) Candy

0.50 paisa

Manufacturer

Wholesaler

Retailer

Consumer

TV commercials

Newspapers

POP Display

Wall Painting

Video Vans

Sales Proportions

Four P s of Dabur


56/65

b)Chawanprash Rs.695 (withshipping)

Manufacturer

Wholesaler

Agents

Retailers

TV commercials Newspapers

POP Display

Wall Painting

Video Vans

Sales Proportions

Four Ps of Dabur

Market Share of Dabur


57/65

PRODUCTION MIX

CCD

CHD

IBD

FOOD

OTHERS

13%CHD

11%IBD

7%FOOD

Market Share of Dabur

68%CCD

1%

OTHERS


58/65

Pricing Strategy :

Dabur implented value based, cost based,compitator basedpricing 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.


59/65

FACTORS HIGH/MEDIUM/LO

W

IMPACT

JUSTIFICATION

Cultural factors High

impact

As dabur company is based on ayurvedic

and natural methods. Ayurvedic is

basically from and Indians believe that

method.

Social factors Highimpact

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.

F ACTORS INFLUENCING BUYING BEHAVIOUR

Personal factors High Dabur products are categorized into


60/65

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 agepeople, womens teenagers etc.

company is promoting its products

through famous celebrities like amitab

bachhan, dhoni,rani mukharjee etc.

Pschycological

factors

Medium

impact

Dabur is old, and well known

company, mainly it is ayurvedic based.Dabur is international company

customer has trust on dabur company.


61/65

BUYING DECISION PROCESS

This is important for anyone makingmarketing decisions. It forces the marketer toconsider the whole buying process.


62/65

BUYING DECISION PROCESS


63/65

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.


64/65

Evaluation of alternatives:Evaluation of substitutes for purchasing product.

Ex: for vatika dandruff control shampoo substitutes arehead & 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.

C l i


65/65

Conclusion

Nature is the lifeline of Dabur company. Daburworks in active collaboration with nature toprovide the best of ayurvedic ,herbal health

and personal care products to its consumers.They define their business in ways thatprovide societal, environmental, and economicbenefits to the communities and Geographics

where they operate.

dabur company market over wive ppt @ bec bagalkot mba

Documents