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Dabur India Ltd - A Case Study

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Dabur India Ltd - A Case Study

  1. 1. Dabur India Ltd- A Case Study Presented by: Snehal Soni N-47 Pankaj Nagpal N 37 Ajay Dhamija N 1 Vandana Gupta N 58 Dhruv Suri N17
  2. 2. Dabur India Ltd- A Case Study
  3. 3. “The test of a successful company is to further harness energies, align priorities and re-dedicate themselves for achieving even higher goals.” - V.C. Burman
  4. 4. DABUR – An Introduction
  5. 5. Genesis
  6. 6. 120 years of celebrations
  7. 7. Organization Structure <ul><li>DIL operates through holding company structure and operates through three 100 % subsidiaries. These are </li></ul><ul><ul><li>Dabur Foods Limited </li></ul></ul><ul><ul><li>Dabur International Ltd </li></ul></ul><ul><ul><li>H & B Stores Pvt. Ltd. </li></ul></ul>
  8. 8. Organization Structure
  9. 9. Business Segments
  10. 10. Business Units
  11. 11. Consumer Care Division
  12. 13. CCD Portfolio
  13. 14. CCD Portfolio
  14. 15. CCD Portfolio
  15. 16. CCD Portfolio
  16. 17. International Business
  17. 18. International Business contd…
  18. 19. Consumer Healthcare Division
  19. 20. Foods Division
  20. 21. Part II Where is the organization going? How would you describe the current position of the company?
  21. 22. Environmental Scanning
  22. 23. Modern Retail Sector
  23. 24. Strong Consumer Confidence
  24. 25. Macro Factors Favoring Indian Consumer
  25. 26. Consumer Sector Overview
  26. 27. FMCG Sector Snapshot
  27. 28. Strategic Group Identification
  28. 30. Category Penetration
  29. 31. FMCG Sector Snapshot
  30. 32. Proportional Spends
  31. 33. Swot Analysis
  32. 34. SWOT Analysis:Key Findings <ul><li>Strong brand equity </li></ul><ul><li>Favourable demographics </li></ul><ul><li>Good R & D facilities </li></ul><ul><li>Favourable Industry Trends </li></ul><ul><li>Opportunities in Rural Sements </li></ul><ul><li>Consumer preferance toward </li></ul><ul><li>Herbal based products </li></ul>
  33. 35. Porter Five Forces Analysis
  34. 36. BCG Matrix BCG Matrix to understand the current position of SBU
  35. 37. BCG Matrix BCG Matrix to understand the current position of business Segment
  36. 38. Environmental Impact Matrix
  37. 39. Ansoff’s Matrix
  38. 40. Segmentation <ul><li>Effective use of segemntation </li></ul><ul><ul><li>Demographics like in real fruit juice </li></ul></ul><ul><ul><li>Benefit like in hail oil and shampoo </li></ul></ul><ul><ul><li>Behaviour like institutional sales through Home made brands </li></ul></ul>
  39. 41. Part III How would the organization get there? What strategic suggestions would you make regarding the various components of marketing mix?
  40. 42. Product <ul><li>Focus on high quality </li></ul><ul><li>Sensitive to geographical diversity </li></ul><ul><li>Labels in Regional Language </li></ul><ul><li>Brand name should have Culture Fit </li></ul>
  41. 43. Place <ul><li>Intensive Distribution for Hair care, Home Care, Health Supplement and Food Division </li></ul><ul><li>Exclusive Distribution for Skin and baby care products </li></ul>
  42. 44. Pricing Policy <ul><li>Integrated pricing Policy </li></ul><ul><li>Penetrative pricing in the cash cows like Health supplement, Digestives and Home Care </li></ul><ul><li>Premium pricing in Dog category like Skin and Baby care </li></ul>
  43. 45. Promotion <ul><li>Celebrity Endorsements </li></ul><ul><li>5 power brands strategy </li></ul><ul><li>Change of logo </li></ul><ul><li>Brand Rationalization </li></ul><ul><li>Use of small sachets </li></ul>
  44. 46. <ul><li>How can it compete effectively against its competitors? </li></ul>
  45. 47. Winning Competitive Strategies Differentiated approach in all Business Segments 1. Health Care, Home Care and Food Division: Two Approaches <ul><li>Expand The total Market </li></ul><ul><li>Expand the Market Share </li></ul>2. Hair Care segments and Oral Care: <ul><li>Nicher Strategy </li></ul><ul><li>Challenger strategy : Flanking Strategy </li></ul>3. Skin care and Baby Care:
  46. 48. <ul><li>Thank You </li></ul>
  47. 49. A brief About Dabur <ul><li>Dabur India Limited (DIL) is the Fourth largest FMCG Company operating in India with a turnover of more than Rs. 2,233 crores. </li></ul><ul><li>With a legacy of more than 120 years built on attributes of quality and trust, Dabur has proven its expertise in the fields of health care, personal care, Homecare and Foods. </li></ul><ul><li>It is a classic case of a family owned business being handed over to professionals, a company making timely strategic interventions to adapt to the business environment and maintaining its brand equity over the years. </li></ul>
  48. 50. Background <ul><li>The company headquartered in Ghaziabad, UP, is listed on Indian stock exchanges and commands a valuation of over US$ 1.5 billion. </li></ul><ul><li>It has been ranked amongst the “Best under a Billion” companies in Asia Pacific ( Forbes Asia 2005 & 2006 ). </li></ul><ul><li>As per BW, March 2007, DIL is one of the top 3 most respected FMCG companies. </li></ul>
  49. 51. A historical Perspective <ul><li>Dabur was started in 1884 by Dr S K Burman in Kolkata. </li></ul><ul><li>His vision </li></ul><ul><li>&quot;What is life that cannot bring comfort to others&quot; , </li></ul><ul><li>was instrumental in giving direction to the company in its initial and current stages of development. </li></ul><ul><li>It made a humble beginning as a small pharmacy selling healthcare products. </li></ul>
  50. 52. Chronology <ul><li>1896 - Setting up of plants for mass manufacturing of its formulations and entering in the specialized area of Ayurvedic medicines and branding of products. </li></ul><ul><li>1972 - Shifted operations to Delhi. </li></ul><ul><li>1975 - Setting up of full fledged research operations in health care. </li></ul><ul><li>Mid 90s - Dabur going public </li></ul><ul><li>1996 - Setting up of Dabur Foods, a wholly owned subsidiary </li></ul>

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