DABUR INDIA'S BRIEF COMPANY PROFILE AND MARKETING MIX

2. PRESENTED BY: PRAGATI JAIN
BCOM(HONS.) 2ND YEAR
SHRIRAM COLLEGE OF COMMERCE

4. DABUR AT A GLANCE
• FOUNDER- DAKTAR BURMAN
• CHAIRMAN- DR. ANAND BURMAN
• CEO- MR. SUNIL DUGGAL
• DABUR INDIA LTD IS INDIA’S LEADING FMCG
COMPANY
• DABUR IS CURRENTLY THE 4TH LARGEST
INDIAN CONSUMER GOODS
MANUFACTURING COMPANY
• TURNOVER Rs. 6146 CRORES ALONG WITH
MARKET CAPITALISATION OF US $5 BILLION
• DABUR CURRENT SHARE PRICE (11.9.13) -
170.05(BSE) AND 169.95(NSE)
• 127 YEAR OLD BRAND

5. • 2 MAJOR STRATEGIC BUSINESS UNITS –
CONSUMER CARE BUSINESS AND
INTERNATIONAL BUSINESS DIVISIONS
• 17 ULTRA MODERN MANUFACTURING UNITS
SPREAD ACROSS THE GLOBE
• 2 SUBSIDARY GROUP COMPANIES – DABUR
INTERNATIONAL AND NEWU AND SEVERAL
STEP DOWN SUBSIDIARIES : DABUR NEPAL PVT
LTD, DABUR EGYPT PVT LTD, ASIAN CONSMER
CARE(BANGLADESH), ASIAN CONSUMER
CARE(PAKISTAN), AFRICAN CONSUMER
CARE(NIGERIA), NATURELLE LLC(UAE)

8. • PRODUCTS OF DABUR ARE MARKETED IN
MORE THAN 60 COUNTRIES WORLDWIDE
• DABUR RANKED AS THE NO. 2 SOCIAL BRAND
OF INDIA AT THE CLICK ASIA SUMMIT 2012
• DABUR VOTED BY CONSUMERS AS INDIAN
POWERBRAND 2011-2012 IN A PAN-INDIAN
RESEARCH CONDUCTED BY THE INDIAN
COUNCIL FOR MARKET RESEARCH
• DABUR RANKED AS THE MOST TRUSTED
BRAND IN HEALTHCARE CATEGORY IN THE
BRAND TRUST REPORT 2012 RELEASED BY
TRUST RESEARCH ADVISORY

9. • DABUR RANKED AS THE ORGANISATION
THAT OFFERS BEST RETURNS TO
INVESTORS
• DABUR RANKED AMONG THE TOP 5 ‘BEST
COMPANIES TO WORK FOR’ IN THE
MAUFACTURING SECTOR IN BUSINESS
TODAY
• DUN & BRADSTREET HAS ASSIGNED D&B
RATING 1 TO DABUR INDIA LTD INDICATING
THAT DABUR HAS THE HIGHEST LEVEL OF
CREDITWORTHINESS

10. HISTORY
YEAR MILESTONE
1884 BIRTH OF DABUR
1896 SET UP A MANUFACTURING PLANT
EARLY 1900s AYURVEDIC MEDICINES
1919 ESTABLISHMENT OF RESEARCH LABORATORIES
1920 EXPANDS FURTHER
1936 DABUR INDIA PVT LTD
1972 SHIFTS TO DELHI

11. 1979 DABUR RESEARCH FOUNDATION
1986 PUBLIC LIMITED COMPANY
1992 JOINT VENTURE WITH AGROLIMEN OF SPAIN
1993 CANCER TREATMENT
1994 PUBLIC ISSUE
1995 JOINT VENTURES
1996 3 SEPARATE DIVISIONS (HEALTHCARE, FAMILY AND AYURVEDIC)
1997 FOOD DIVISION
1998 PROFESSIONALS TO MANAGE THE COMPANY

12. 2000 TURNOVER OF Rs 1000 CRORE
2003 DABUR DEMERGES PHARMA BUSINESS
2005 DABUR ACQUIRES BALSARA
2005 DABUR ANNOUNCES BONUS AFTER 12 YEARS
2006 CROSSES $2 BILLION MARKET CAPITALISATION
2007 FORAYS IN ORGANISED RETAIL
2007 DABUR FOOD MERGED WITH DABUR INDIA
2008 ACQUIRES FEM CARE PHARMA
2009 DABUR RED TOOTHPASTE JOINS BILLION RUPEES BRAND CLUB

13. 2010 DABUR MAKES ITS 1ST OVERSEAS ACQUISITION
2010 ACQUIRED 100% EQUITY IN NAMATE LAB
2011 DABUR ENTERS PROFESSIONAL SKIN CARE MARKET
2011 ACQUIRE 30+ FROM AJANTA PHARMA
2012 CROSSES BILLION DOLLAR TURNOVER MARK

14. DABUR’S VISION AND CORE
VALUES
CORE
VALUES
OWNERS
HIP
PASSION
FOR
WINNING
INTEGRIT
Y
INNOVATI
ON
TEAM
WORK
CONSUM
ER FOCUS
PEOPLE
DEVELOP
MENT

15. BUSINESS STRUCTURE
DABUR INDIA LTD
DOMESTIC
BUSINESS
(69.7%)
CONSU
MER
CARE(56.0%
)
FOOD
(10.1%)
RETAI
L
(0.8%)
OTHERS
(2.7%)
INTERENATI
ONAL
BUSINESS
(30.3%)
DABUR
INTERNATI
ONAL
(17.5%)
HOBI
GROUP
(2.6%)
NAMASTE
LABS LLC
(10.3%)

16. MARKETING
MIX

17. PRODUCT
PORTFOLIO
HEALTH CARE
-HEALTH SUPPLEMENT
1. CHAYWANPRASH
2. GLUCOSE-D
3. DABUR HONEY
-DIGESTIVE
1. PUDIN HARA
2. HAJMOLA
3. HINGOLI
-OTC HEALTHCARE
1. ACTIVE ANTACID
2. HONITUS
3. SHILAJIT GOLD
4. ACTIVE BLOOD PURIFIER
5. DABUR BALM
6. LAL TAIL
7. BADAM OIL
8. SHANKHPUSHPI SYRUP

18. PERSONAL CARE
-HAIR CARE
OIL
1. DABUR AMLA
2. VATIKA COCONUT OIL
3. VATIKA ALMOND OIL
4. DABUR ALMOND
SHAMPOO
1. VATIKA HENNA & OLIVE
2. VATIKA BLACK OLIVE & ALMOND
3. VATIKA LEMON & TEA TREE
4. VATIKA LEMON & HENNA
- ORAL CARE
1. MESWAK
2. PROMISE
3. BABOOL
4. DABUR RED
- SKIN CARE
1. FEM RANGE
2. DABUR GULABRI RANGE
3. DABUR UVEDA RANGE

19. FOODS
REAL
ACTIV
BURRST
HOMMEMADE
LEMONEEZ
CAPSICO

20. HOME CARE
SANI FRESH
ODONIL
ODOMOS
ODOPIC

21. CATEGORY WISE SHARE OF
CONSUMER CARE SALES
17%
21%
8%12%
30%
6%
6%
Sales
ORAL CARE HEALTH SUPPLEMENTS
DIGESTIVE OTC AND ETHICALS
HAIR CARE HOME CARE
SKIN CARE

22. PRICING STRATEGY OF
DABUR
DABUR HAS STEPPED UP NEW PRODUCT
LAUNCHES AND IS INVESTING AD SPEND
AND MARKETING. THE ENTIRE PRODUCT
PORTFOLIO IS ALSO TWEAKED TO
INCLUDE PREMIUM OFFERINGS SUCH AS
MORE VARIANTS UNDER ALMOST EVERY
CATEGORY, LIKE DABUR VATIKA HAIR OIL
IS AVAILABLE IN THE DIFFERENT
VERSIONS.
DABUR IS TODAY SEEN AS MORE
PROACTIVE IN MARKET. OVER THE LAST 2

23. DISTRIBUTION
FACTORY
DEPOT
STOCKISTS
WHOLESALERS
REATIL TRADE
MODERN TRADE
STOCKISTS
SUPER
STOCKISTS
SUB
STOCKIST
RURAL
TRADE
MILITARY /
CSD
UNIT
CANTEENS
INSTI
STOCKIST
INSTI
CUSTOMERS
DIRECT + INDIRECT REACH 3.4 MILLION RETAIL OUTLETS
CUSTOMERS

24. PROMOTION
FROM TIME TO TIME
DABUR HAS ROPED
IN BOLLYWOOD
CELEBRITIES AND
CRICKET STARS TO
ENDORSE ITS
PRODUCTS.