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Transcript of RENU Project
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INTRODUCTION:-
BACKGROUND
Dabur was incorporated in 1884 in a small Calcutta Pharmacy
where Dr. S. K. Burman launched his mission of making health
care products. With the growing popularity of Dabur products,
in 1986 Dr. S. K. Burman set up Daburs first manufacturing plant
for mass production and in the early 1900s Dabur ventured into the
business of nature based ayurvedic medicines for which standardized
drugs were not available in the market. In 1936 Dabur sets up Dabur
India Limited and a new manufacturing plant is set up in Faridabad on
the outskirts of Delhi. In 1979 one of the largest and best equipped
production facility was started near Sahibabad along with the formation
of Dabur Research Foundation (DRF) signaling the launch of research
operation in the pioneering area of health care. In 1986 Dabur became a
public limited company and raised its first public issue in 1994 with the
company share issued at a high premium and oversubscribed twenty
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one times. For better operation and management 3 separate divisions
were created in 1996 according to the product mix, namely Health care
products division, Family production division and Dabur ayurvedic
specialties limited. In 1997 Dabur enters full scale in the nascent
processed foods market with the creation of the food division. Project
STARS(Strive to achieve record success is initiated to give a jump start
to the company and accelerate its growth performance) and in 2000
Dabur established its market leadership status with a turnover of Rs
1000 Crores. From a small beginning and upholding the values of its
founder, Dabur entered the august league of large corporate business.
Dabur has also ventured into the specialized health care area of cancer
treatment with its oncology formulation plant at Baddi in Himachal
Pradesh and extended its global partnerships by entering into joint
ventures with Osem of Israel for food and Bongrain of France for
cheese and other dairy products.
Dabur India Limited today is the third largest FMCG Company in India after
a takeover of Balsara India Limited and with interests in Health care,
Personal care and Food products. Powerful brands like Dabur Amla, Dabur
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Chyawanprash, Vatika, Hajmola and Real are the major contributors to
Daburs turnover of Rs.1329 crore.
To build on its reputation of being Indias most well recognized herbal
specialist company, Dabur India Limited has focused on its five major
brands- Dabur, Vatika, Anmol, Hajmola, Real Juice and Dabur Nature based
Food Products.
Domestic businesses constitute the Consumer Care Division (CCD), the
Consumer Healthcare Division (CHD) and subsidiaries including Dabur
Foods Limited.
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"Dedicated to the health and well being of every household"
This is our company. We accept personal responsibility, and accountability to
meet business needs.
We all are leaders in our area of responsibility, with a deep commitment to
deliver results. We are determined to be the best at doing what matters most.
People are our most important asset. We add value through result driven
training, and we encourage & reward excellence.
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We have superior understanding of consumer needs and develop products to
fulfill them better.
We work together on the principle of mutual trust & transparency in a
boundary-less organisation. We are intellectually honest in advocating
proposals, including recognizing risks.
Continuous innovation in products & processes is the basis of our success.
We are committed to the achievement of business success with integrity.
We are honest with consumers, with business partners and with each
other.
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CORPORATE GOVERNANCE:-
Good corporate governance and transparency in actions of the management is
key to a strong bond of trust with the Companys stakeholders. Dabur
understands the importance of good governance and has constantly avoided
an arbitrary decision-making process. Our initiatives towards this end
include:
Professionalisation of the board
Lean and active Board(reduced from 16 to 10 members)
Less number of promoters on the Board
More professionals and independent Directors for better management
Governed through Board committees for Audit, Remuneration,
Shareholder Grievances, Compensation and Nominations
Meets all Corporate Governance Code requirements of SEBI
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CORPORATE CITIZENSHIP
When our Founder Dr. S. K. Burman first established Dabur, he had a vision
that saw beyond the profit motive. In his words, "What is that life worth
which cannot bring comfort to others." This ideal of a humane and equitable
society led to initiatives taken to give back some part of what Dabur has
gained from the community.
Our major initiatives in the Social sector include:
Establishment of the Sustainable Development Society, orSundesh, in
1993 - a non-profit organisation to promote research and welfare
activities in rural areas;
Promoting health and hygiene amongst the underpriviledged through
theChunni Lal Medical Trust; and
Organising thePlant for Life programmeforschoolchildren - to create
environmental awareness amongst young minds.
http://dabur.com/en/about/Commitment/sundesh.asphttp://dabur.com/en/about/Commitment/sundesh.asphttp://dabur.com/en/about/Commitment/sundesh.asphttp://dabur.com/en/about/Commitment/ChunniLalMedicalTrust.asphttp://dabur.com/en/about/Commitment/ChunniLalMedicalTrust.asphttp://dabur.com/en/about/Commitment/ChunniLalMedicalTrust.asphttp://dabur.com/en/about/Commitment/PlantforLifeprogramme.asphttp://dabur.com/en/about/Commitment/PlantforLifeprogramme.asphttp://dabur.com/en/about/Commitment/PlantforLifeprogramme.asphttp://dabur.com/en/about/Commitment/PlantforLifeprogramme.asphttp://dabur.com/en/about/Commitment/ChunniLalMedicalTrust.asphttp://dabur.com/en/about/Commitment/sundesh.asp -
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Ancient wisdom of conservation
From times immemorial, Indian sages and men of wisdom have understood
and appreciated the value of nature and its conservation. Our ancestors
recognised that if we grabbed from nature beyond what was healthy, it
would lead to all round degradation, and even the extinction of humanity.
That is why nature was sanctified and worshipped in the form of gods and
goddesses.
Dabur upholds the tradition
Today, we at Dabur also value nature's bounty. Without the fruits of nature,
the vision of Dabur would never have been fulfilled. And that is the reason
for our unfailing commitment to ecological conservation and regeneration.
We would like to follow the principles of our ancient texts, which say:
"Dehi me dadami te" - "you give me, and I give you".
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Back to Nature
Rare herbs and medicinal plants are our most valuable resource, from which
all our products are derived. Due to overexploitation of these resources and
unsustainable practices, these plants and herbs are fast reaching the point of
extinction. In view of this critical situation, Dabur has initiated some
significant programmes for ecological regeneration and protection of
endangered plant species.
Plants for Life
We have set up the "Plants for Life" project in the mountainous regions of
the Himalayas. Under the project, a high-tech greenhouse facility has been
set up for developing saplings of rare and endangered medicinal plants. Fully
computer-controlled and monitored, this greenhouse maintains the highly
critical environmental parameters required for their survival. We are also
developing quality saplings of more than 20 herbs, 8 of them endangered,
through micro propagation.
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In addition, satellite nurseries spread across mountain villages and contract
cultivation of medicinal herbs helps in maintaining the ecological balance.
These measures have also helped provide local cultivators the scientific
knowledge for harvesting herbs and a steady source of income. So that they
are not forced to exploit the environment to earn a livelihood.
Living a Green Heritage
These are significant steps that can contribute to a better world for coming
generations. To whom we would like to bequeath a world not bereft of
nature. But full of flowering and fruit bearing trees, animals, birds and
humans living in good health and complete harmony.
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Dabur's Health Care range
brings for you a wide selection
of herbal products, to provide
complete care for varying
individual needs. We derive our
products from the time-tested
heritage ofAyurveda, backed
by the most modern scientific
test and trials. That ensure
unfailing quality and safety in
anything you pick.
Dabur Health Care Product Range
Dabur
Chyawanprash-
Dabur
Chyawanprakash-
Dabur
Chyawanshakti-
Dabur Chyawan
Junior -
Glucose D-
Honey-
Dabur Janma
Ghunti-
Hajmola -
Hajmola Candy
-
Pudin Hara -
(Liquid and
Pearls)
Pudin Hara G -
Dabur Hingoli -
Bhrin
Ayurvedic T
Super Tha
T
Badam T
Active Bl
Purif
Shilajit Go
Nature Ca
Sat Isabg
Shila
Shankha Push
Sarbyna Stro
http://dabur.com/en/products/Health_Care/default.asphttp://dabur.com/en/ayurveda/default.asphttp://dabur.com/en/products/Health_Care/default.asphttp://dabur.com/en/products/Health_Care/Health_Supplements/Chyawanprash/http://dabur.com/en/products/Health_Care/Digestive/hajmola/http://dabur.com/en/products/Health_Care/Health_Supplements/Chyawanprash/http://dabur.com/en/products/Health_Care/Digestive/HajmolaCandy/http://dabur.com/en/products/Health_Care/Health_Supplements/chyawanprakash/http://dabur.com/en/products/Health_Care/Digestive/HajmolaCandy/http://dabur.com/en/products/Health_Care/Health_Supplements/chyawanprakash/http://dabur.com/en/products/Health_Care/Digestive/PudinHara/http://dabur.com/en/products/Health_Care/Health_Supplements/ChyawanShakti/http://dabur.com/en/products/Health_Care/Digestive/PudinHara/http://dabur.com/en/products/Health_Care/Health_Supplements/ChyawanShakti/http://dabur.com/en/products/Health_Care/Digestive/PudinHara/http://dabur.com/en/products/Health_Care/Health_Supplements/chjunior/http://dabur.com/en/products/Health_Care/Health_Supplements/chjunior/http://dabur.com/en/products/Health_Care/Health_Supplements/GlucoseD/http://dabur.com/EN/Products/foods/honey/default.asphttp://dabur.com/en/products/Health_Care/Baby_Care/janmaGhuti/http://dabur.com/en/products/Health_Care/Baby_Care/janmaGhuti/http://dabur.com/en/products/Health_Care/Baby_Care/janmaGhuti/http://dabur.com/en/products/Health_Care/Digestive/hajmola/http://dabur.com/en/products/Health_Care/Natural_Cures/Bhringraj/default.asphttp://dabur.com/en/products/Health_Care/Digestive/HajmolaCandy/http://dabur.com/en/products/Health_Care/Natural_Cures/Bhringraj/default.asphttp://dabur.com/en/products/Health_Care/Digestive/HajmolaCandy/http://dabur.com/en/products/Health_Care/Natural_Cures/SuperThandaTail/default.asphttp://dabur.com/en/products/Health_Care/Digestive/PudinHara/http://dabur.com/en/products/Health_Care/Natural_Cures/SuperThandaTail/default.asphttp://dabur.com/en/products/Health_Care/Digestive/PudinHara/http://dabur.com/en/products/Health_Care/Digestive/PudinHara/http://dabur.com/en/products/Health_Care/Digestive/PudinharaG/http://dabur.com/en/products/Health_Care/Natural_Cures/ActiveBloodPurifier/default.asphttp://dabur.com/en/products/Health_Care/Digestive/Hingoli/default.asphttp://dabur.com/en/products/Health_Care/Digestive/Hingoli/default.asphttp://dabur.com/en/products/Health_Care/Natural_Cures/Bhringraj/default.asphttp://dabur.com/en/products/Health_Care/Natural_Cures/Bhringraj/default.asphttp://dabur.com/en/products/Health_Care/Natural_Cures/SuperThandaTail/default.asphttp://dabur.com/en/products/Health_Care/Natural_Cures/SuperThandaTail/default.asphttp://dabur.com/en/products/Health_Care/Natural_Cures/BadamTail/default.asphttp://dabur.com/en/products/Health_Care/Natural_Cures/ActiveBloodPurifier/default.asphttp://dabur.com/en/products/Health_Care/Natural_Cures/ActiveBloodPurifier/default.asphttp://dabur.com/en/products/Health_Care/Natural_Cures/Shiljit_gold/default.asphttp://dabur.com/en/products/Health_Care/Natural_Cures/natureCare/http://dabur.com/en/products/Health_Care/Natural_Cures/Sat_Isabagol/http://dabur.com/en/products/Health_Care/Natural_Cures/shilajit/http://dabur.com/en/products/Health_Care/Natural_Cures/shankpushpi/http://dabur.com/en/products/Health_Care/Natural_Cures/sarbyna/http://dabur.com/en/products/Health_Care/Natural_Cures/http://dabur.com/en/products/Health_Care/Digestive/http://dabur.com/en/products/Health_Care/Baby_Care/http://dabur.com/en/products/Health_Care/http://dabur.com/en/products/Health_Care/Natural_Cures/http://dabur.com/en/products/Health_Care/Digestive/http://dabur.com/en/products/Health_Care/Baby_Care/http://dabur.com/en/products/Health_Care/http://dabur.com/en/products/Health_Care/Natural_Cures/http://dabur.com/en/products/Health_Care/Digestive/http://dabur.com/en/products/Health_Care/Baby_Care/http://dabur.com/en/products/Health_Care/http://dabur.com/en/products/Health_Care/Natural_Cures/http://dabur.com/en/products/Health_Care/Digestive/http://dabur.com/en/products/Health_Care/Baby_Care/http://dabur.com/en/products/Health_Care/http://dabur.com/en/products/Health_Care/Natural_Cures/http://dabur.com/en/products/Health_Care/Digestive/http://dabur.com/en/products/Health_Care/Baby_Care/http://dabur.com/en/products/Health_Care/http://dabur.com/en/products/Health_Care/Natural_Cures/http://dabur.com/en/products/Health_Care/Digestive/http://dabur.com/en/products/Health_Care/Baby_Care/http://dabur.com/en/products/Health_Care/http://dabur.com/en/products/Health_Care/Natural_Cures/http://dabur.com/en/products/Health_Care/Digestive/http://dabur.com/en/products/Health_Care/Baby_Care/http://dabur.com/en/products/Health_Care/http://dabur.com/en/products/Health_Care/Natural_Cures/sarbyna/http://dabur.com/en/products/Health_Care/Natural_Cures/shankpushpi/http://dabur.com/en/products/Health_Care/Natural_Cures/shilajit/http://dabur.com/en/products/Health_Care/Natural_Cures/Sat_Isabagol/http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Dabur presents its range of
herbal personal care products,
created to make you look and
feel good deep down. Bringing
together the gentle touch of
nature and Ayurvedas wisdom.
Backed by the unfailing quality
of Dabur Products.
Dabur Personal Care Product Range
Amla Hair Oil -
Amla Lite Hair Oil
-
Vatika Hair Oil -
Anmol Sarson
Amla-
- Vatika Smooth & Silky
Shampoo
-Vatika Dandruff Control
Shampoo
-Vatika Root Strengthenin
Shampoo
-Dabur Total Protect
Shampoo
Gulabari Rose
Water-
- Dabur Red Toothpaste
- Babool Toothpaste
http://dabur.com/en/products/Personal_Care/Hair_Care/Amla/http://dabur.com/en/products/Personal_Care/Hair_Care/Amla/http://dabur.com/en/products/Personal_Care/Hair_Care/Amla_Lite/http://dabur.com/en/products/Personal_Care/Hair_Care/Amla_Lite/http://dabur.com/en/products/Personal_Care/Hair_Care/Amla_Lite/http://dabur.com/en/products/Personal_Care/Hair_Care/Vatika/HairOil/http://dabur.com/en/products/Personal_Care/Hair_Care/Vatika/HairOil/http://dabur.com/en/products/Personal_Care/Hair_Care/AnmolSarsonAmla/http://dabur.com/en/products/Personal_Care/Hair_Care/AnmolSarsonAmla/http://dabur.com/en/products/Personal_Care/Hair_Care/AnmolSarsonAmla/http://dabur.com/en/products/Personal_Care/Hair_Care/Vatika/Shampoo/http://dabur.com/en/products/Personal_Care/Hair_Care/Vatika/Shampoo/http://dabur.com/en/products/Personal_Care/Hair_Care/Vatika/Dandruff_Control/http://dabur.com/en/products/Personal_Care/Hair_Care/Vatika/Dandruff_Control/http://dabur.com/en/products/Personal_Care/Hair_Care/Vatika/Dandruff_Control/http://dabur.com/en/products/Personal_Care/Hair_Care/vatika/Rootstrengtheningshampoo/http://dabur.com/en/products/Personal_Care/Hair_Care/vatika/Rootstrengtheningshampoo/http://dabur.com/en/products/Personal_Care/Hair_Care/vatika/Rootstrengtheningshampoo/http://dabur.com/en/products/Personal_Care/Hair_Care/vatika/Rootstrengtheningshampoo/http://dabur.com/en/products/Personal_Care/Hair_Care/Total_Protect/http://dabur.com/en/products/Personal_Care/Hair_Care/Total_Protect/http://dabur.com/en/products/Personal_Care/Hair_Care/Total_Protect/http://dabur.com/en/products/Personal_Care/Skin_Care/gulabari/http://dabur.com/en/products/Personal_Care/Skin_Care/gulabari/http://dabur.com/en/products/Personal_Care/Skin_Care/gulabari/http://dabur.com/en/products/Personal_Care/Oral_Care/RedToothPaste/http://dabur.com/en/products/Personal_Care/Oral_Care/RedToothPaste/http://dabur.com/en/products/Personal_Care/Oral_Care/Babooltoothpaste/http://dabur.com/en/products/Personal_Care/Oral_Care/Babooltoothpaste/http://dabur.com/en/products/Personal_Care/Oral_Care/default.asphttp://dabur.com/en/products/Personal_Care/http://dabur.com/en/products/Personal_Care/Hair_Care/default.asphttp://dabur.com/en/products/Personal_Care/Hair_Care/default.asphttp://dabur.com/en/products/Personal_Care/Hair_Care/vatika/http://dabur.com/en/products/Personal_Care/Oral_Care/default.asphttp://dabur.com/en/products/Personal_Care/http://dabur.com/en/products/Personal_Care/Hair_Care/default.asphttp://dabur.com/en/products/Personal_Care/Hair_Care/default.asphttp://dabur.com/en/products/Personal_Care/Hair_Care/vatika/http://dabur.com/en/products/Personal_Care/Oral_Care/default.asphttp://dabur.com/en/products/Personal_Care/http://dabur.com/en/products/Personal_Care/Hair_Care/default.asphttp://dabur.com/en/products/Personal_Care/Hair_Care/default.asphttp://dabur.com/en/products/Personal_Care/Hair_Care/vatika/http://dabur.com/en/products/Personal_Care/Oral_Care/default.asphttp://dabur.com/en/products/Personal_Care/http://dabur.com/en/products/Personal_Care/Hair_Care/default.asphttp://dabur.com/en/products/Personal_Care/Hair_Care/default.asphttp://dabur.com/en/products/Personal_Care/Hair_Care/vatika/http://dabur.com/en/products/Personal_Care/Oral_Care/default.asphttp://dabur.com/en/products/Personal_Care/http://dabur.com/en/products/Personal_Care/Hair_Care/default.asphttp://dabur.com/en/products/Personal_Care/Hair_Care/default.asphttp://dabur.com/en/products/Personal_Care/Hair_Care/vatika/http://dabur.com/en/products/Personal_Care/Oral_Care/default.asphttp://dabur.com/en/products/Personal_Care/http://dabur.com/en/products/Personal_Care/Hair_Care/default.asphttp://dabur.com/en/products/Personal_Care/Hair_Care/default.asphttp://dabur.com/en/products/Personal_Care/Hair_Care/vatika/http://dabur.com/en/products/Personal_Care/Oral_Care/Babooltoothpaste/http://dabur.com/en/products/Personal_Care/Oral_Care/RedToothPaste/http://dabur.com/en/products/Personal_Care/Oral_Care/default.asphttp://dabur.com/en/products/Personal_Care/Skin_Care/gulabari/http://dabur.com/en/products/Personal_Care/Skin_Care/gulabari/http://dabur.com/en/products/Personal_Care/Hair_Care/Total_Protect/http://dabur.com/en/products/Personal_Care/Hair_Care/Total_Protect/http://dabur.com/en/products/Personal_Care/Hair_Care/vatika/Rootstrengtheningshampoo/http://dabur.com/en/products/Personal_Care/Hair_Care/vatika/Rootstrengtheningshampoo/http://dabur.com/en/products/Personal_Care/Hair_Care/Vatika/Dandruff_Control/http://dabur.com/en/products/Personal_Care/Hair_Care/Vatika/Dandruff_Control/http://dabur.com/en/products/Personal_Care/Hair_Care/Vatika/Shampoo/http://dabur.com/en/products/Personal_Care/Hair_Care/Vatika/Shampoo/http://dabur.com/en/products/Personal_Care/Hair_Care/AnmolSarsonAmla/http://dabur.com/en/products/Personal_Care/Hair_Care/AnmolSarsonAmla/http://dabur.com/en/products/Personal_Care/Hair_Care/Vatika/HairOil/http://dabur.com/en/products/Personal_Care/Hair_Care/Amla_Lite/http://dabur.com/en/products/Personal_Care/Hair_Care/Amla_Lite/http://dabur.com/en/products/Personal_Care/Hair_Care/Amla/ 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Gulabari Face
Freshener-
Gulabari Hydrating
Rose Crme -
Gulabari Hydrating
Rose Lotion -
Vatika Fairness
Face Pack-
- Meswak Toothpaste
- Promise Toothpaste
- Dabur Lal Dant Manjan
- Dabur Binaca Toothbrush
http://dabur.com/en/products/Personal_Care/Skin_Care/gulabari/gulabarifacefreshener.asphttp://dabur.com/en/products/Personal_Care/Skin_Care/gulabari/gulabarifacefreshener.asphttp://dabur.com/en/products/Personal_Care/Skin_Care/gulabari/gulabaricream.asphttp://dabur.com/en/products/Personal_Care/Skin_Care/gulabari/gulabaricream.asphttp://dabur.com/en/products/Personal_Care/Skin_Care/gulabari/gulabaricream.asphttp://dabur.com/en/products/Personal_Care/Skin_Care/gulabari/gulabarilotion.asphttp://dabur.com/en/products/Personal_Care/Skin_Care/gulabari/gulabarilotion.asphttp://dabur.com/en/products/Personal_Care/Skin_Care/facepack/http://dabur.com/en/products/Personal_Care/Skin_Care/facepack/http://dabur.com/en/products/Personal_Care/Skin_Care/facepack/http://dabur.com/en/products/Personal_Care/Oral_Care/meswak/http://dabur.com/en/products/Personal_Care/Oral_Care/meswak/http://dabur.com/en/products/Personal_Care/Oral_Care/promisetoothpaste/http://dabur.com/en/products/Personal_Care/Oral_Care/promisetoothpaste/http://dabur.com/en/products/Personal_Care/Oral_Care/LalDantManjan/http://dabur.com/en/products/Personal_Care/Oral_Care/LalDantManjan/http://dabur.com/en/products/Personal_Care/Oral_Care/binaca_toothbrush/default.asphttp://dabur.com/en/products/Personal_Care/Oral_Care/binaca_toothbrush/default.asphttp://dabur.com/en/products/Personal_Care/Oral_Care/LalDantManjan/http://dabur.com/en/products/Personal_Care/Oral_Care/promisetoothpaste/http://dabur.com/en/products/Personal_Care/Oral_Care/meswak/http://dabur.com/en/products/Personal_Care/Skin_Care/facepack/http://dabur.com/en/products/Personal_Care/Skin_Care/facepack/http://dabur.com/en/products/Personal_Care/Skin_Care/gulabari/gulabarilotion.asphttp://dabur.com/en/products/Personal_Care/Skin_Care/gulabari/gulabarilotion.asphttp://dabur.com/en/products/Personal_Care/Skin_Care/gulabari/gulabaricream.asphttp://dabur.com/en/products/Personal_Care/Skin_Care/gulabari/gulabaricream.asphttp://dabur.com/en/products/Personal_Care/Skin_Care/gulabari/gulabarifacefreshener.asphttp://dabur.com/en/products/Personal_Care/Skin_Care/gulabari/gulabarifacefreshener.asp -
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Dabur Amongst Top Three Most
Respected FMCG Companies
Dabur Real Bags Gold In Reader's
Digest Trusted Brand Awards
Dabur Figures In Top Great Place
To Work 2006 List
Dabur India Ltd placed in the list of '20 Stocks You Must Own',
prepared by Forbes India
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______________________________________________________________
___________
Dabur has been
ranked amongst
India's Most
Innovative
Companies by a
Business Today-
Monitor Group
survey
Hajmola has been ranked
34th in Indias 100 Most
Valuable Brands list
Hajmola, one of the
strongest brands in
Dabur's portfolio,
has been listed
among the Top 18
Iconic Brands in
India that have
stood the test of
time
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Dabur Indias fruit
juice brand Ral
awarded the
Readers Digest
Gold Trusted
Brand Award
2008 in the food &
beverages
category
Three Dabur brands --
Hajmola, Dabur Amla and
Vatika -- have debuted in
the Economic Times Brand
Equity's Most Trusted
Brands 2008 list. Besides,
Dabur Foods has climbed
up to take the 40th spot
Hajmola moves up
11 spots to take the
34th position among
India's Top 100
Most Valuable
Brands of 2008,
released by 4Ps and
ICMR
Dabur India Ltd has been ranked 28th in the list of India's Top 50 Most
valuable (Company) Brands by Brand Finance
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newu was voted
the Most Admired
New Retail
Launch of the year
at Images Retail
Awards
Dabur India CEO Mr. Sunil
Duggal was named Best
Corporate Leader of 2008
at the B&E Leadership and
Excellence Awards
Dabur India Ltd was
ranked the Business
Leader in the
FMCG - Personal
Care Category at the
NDTV Profit
Business Leadership
Award 2008
Dabur India Ltd
CEO Mr. Sunil
Dabur India Ltd has been listed among the Super
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Duggal has been
ranked among
India's Most
'value'able CEOs
by Business World
100 of India Inc, prepared by Business India
ADDRESS
Kaushambi Corporate
Office
Corporate Office
Kaushambi
Ghaziabad - 201010
Uttar Pradesh, India
Tel:
+91 (0120) 3982000 (30
Lines)
+91 (0120) 3001000 (30
Lines)
Registered Office
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8/3, Asaf Ali Road,
New Delhi 110 002
Tel: +91 (011) 23253488
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THE PATH AHEAD
Dabur intends to significantly accelerate profitable growth. To do this, Dabur
will:
Focus on growing their core brands across categories, reaching out to
new geographies, within and outside India, and improve operational
efficiencies by leveraging technology
Be the preferred company to meet the health and personal groomingneeds of their target consumers with safe, efficacious, natural solutions
by synthesizing our deep knowledge of ayurveda and herbs with
modern science
Provide the consumers with innovative products within easy reach
Build a platform to enable Dabur to become a global ayurvedic leader
Be a professionally managed employer of choice, attracting, developing
and retaining quality personnel
Be responsible citizens with a commitment to environmental protection
Provide superior returns, relative to their peer group, to the shareholders
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Dabur's mission of popularising a natural lifestyle transcends national
boundaries. Today there is global awareness of alternative medicine, nature-
based and holistic lifestyles and an interest in herbal products. Dabur has
been in the forefront of popularising this alternative way of life, marketing its
products in more than 50 countries all over the world.
Our products World Wide
We have spread ourselves wide and deep to be in close touch with our
overseas consumers.
Offices and representatives in Europe, America and Africa ;
A special herbal health care and personal care range successfully
selling in markets of the Middle East, Far East and several European
countries.
Inroads into European and American markets that have good potential
due to resurgence of the back-to-nature movement.
Export of Active Pharmaceutical Ingredients (APIs), manufactured
under strict international quality benchmarks, to Europe, Latin
America, Africa, and otherAsian countries.
http://www.dabur.com/EN/Products/Health_Care/http://www.dabur.com/EN/Products/Health_Care/http://www.dabur.com/EN/Products/Personal_Care/http://www.dabur.com/EN/Products/Personal_Care/http://www.dabur.com/EN/Products/Personal_Care/http://www.dabur.com/EN/Products/Health_Care/ -
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Export of food and textile grade natural gums, extracted from
traditional plant sources.
Partnerships and Production
Strategic partnerships with leading multinational food and health care
companies to introduce innovations in products and services.
Manufacturing facilities spread across 3 overseas locations to optimise
production by utilising local resources and the most modern technology
available
Milestones to success
Dabur India Ltd. made its beginnings with a small pharmacy, but has
continued to learn and grow to a commanding status in the industry. The
Company has gone a long way in popularising and making easily available a
whole range of products based on the traditional science of Ayurveda. And it
has set very high standards in developing products and processes that meet
stringent quality norms. As it grows even further, Dabur will continue to
mark up on major milestones along the way, setting the road for others to
follow.
http://www.dabur.com/EN/Exports/Guar_Gum/default.asphttp://www.dabur.com/EN/Exports/Guar_Gum/default.asphttp://www.dabur.com/EN/Exports/Guar_Gum/default.asp -
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1884 - Established by Dr. S K Burman at Kolkata
1896 - First production unit established at Garhia
1919 - First R&D unit established
Early 1900s - Production of Ayurvedic medicines
1930 - Automation and upgradation of Ayurvedic products manufacturing
initiated
1936 - Dabur (Dr. S K Burman) Pvt. Ltd. Incorporated
1940 - Personal care through Ayurveda
1949 - Launched Dabur Chyawanprash in tin pack
1957 - Computerisation of operations initiated
1970 - Entered Oral Care & Digestives segment
1972 - Shifts base to Delhi from Calcutta
1978 - Launches Hajmola tablet
1979 - Dabur Research Foundation set up
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1979 - Commercial production starts at Sahibabad, the most modern herbal
medicines plant at that time
1984 - Dabur completes 100 years
1988 - Launches pharmaceutical medicine
1989 - Care with fun
1994 - Comes out with first public issue
1994 - Enters oncology segment
1994 - Leadership in health care
1996 - Enters foods business with the launch of Real Fruit Juice
1996 - Real blitzkrieg
1998 - Burman family hands over management of the company to
professionals
2000 - The 1,000 crore mark
2001 - Super specialty drugs
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2002 - Dabur record sales of Rs 1163.19 crore on a net profit of Rs 64.4
crore
2003 - Dabur demerges Pharmaceuticals business
2005 - Dabur aquires Balsara
2005 - Dabur announces bonus after 12 years
2006 - Dabur crosses $2 bin market cap, adopts US GAAP.
2006 - Approves FCCB/GDR/ADR up to $200 million
2007 - Celebrating 10 years of Real
2007 - Foray into organised retail
2007 - Dabur Foods Merged With Dabur India
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Consumption Chart
The pie-chart below shows the contribution of different product categories to
the Customer Health Division (CHD) of Dabur. According to the chart,
maximum contribution is made by Hair Care products followed by Oral Care
products and Health Supplements. Digestive and Confectionary products
contribute 10% of total contribution in CHD of Dabur and least contribution
is made by Home Care products.
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Daburs largest acquisition of Balsara hygiene was the strategic move to
make its presence in all price segments in the oral care market. Dabur also
de-merged its pharmaceutical business to come out as a pure FMCG player.
10%
33%
8%
22%
6%
21%
2005 - 06
Digestive & Confectionary
Hair Care
Baby & Skin
Oral Care
Home Care
Health Supplements
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Here we are going to do an analysis of the Dabur Consumer Care Division
(SBU) which deals in personal care and health care. The major competitors
under Dabur CCD are
Category Dabur Share Main Competitors
Hair Care (Oil &
Shampoo)
Vatika (30%) HUL, P&G, Emami,
Marico, ITC
Oral Care 12% HUL. Colgate,
Himalaya
Skin Care 17% HUL, P&G, Godrej,
ITC, CavinCare
Chyawanprash 65% Zandu, Himami,
Baidyanath
Honey 40% Zandu, Charak,
Himalaya
Hajomola 90% -----------------
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Dabur estimated that the southern region was contributing as alow as 7% to
its overall growth. For this purpose, the south team adopted a three-phase
approach. First it focused on the point of sale promotion and stocking
practices. Second phase included better marketing efforts in terms of
advertising and packaging. Finally, it envisioned customized product
launches for the southern states. The completion of first two phases by 2005-
06 resulted in increasing contribution to 10%.
When we see the overall picture together it is very obvious that Dabur had
followed an aggressive strategy.
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Industry Overview:
As FMCG sector was struggling with the slow growth in the Indian economy.
The middle class and the rural segments of the Indian population are the most
promising market for FMCG, and give brand makers the opportunity to
convert them to branded products. Most of the product categories like jams,
toothpaste, skin care, shampoos, etc, in India, have low per capita
consumption as well as low penetration level, but the potential for growth is
huge.
There is a huge growth potential for all the FMCG companies as the per
capita consumption of almost all products in the country is amongst the
lowest in the world. Again the demand or prospect could be increased further
if these companies can change the consumer's mindset and offer new
generation products. Earlier, Indian consumers were using non-branded
apparel, but today, clothes of different brands are available and the same
consumers are willing to pay more for branded quality clothes. It's the
quality, promotion and innovation of products, which can drive many sectors.
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Dabur is among the top five FMCG companies in India and is a herbal
specialist. With a turnover of Rs. 19 billion (approx. US$ 420 million) in
2005-2006, Dabur has brands like Dabur Amla, Dabur Chyawanprash,
Vatika, Hajmola and Real. Asian Paints is enjoying a formidable presence in
the Indian sub-continent, Southeast Asia, Far East, Middle East, South
Pacific, Caribbean, Africa and Europe. Dabur decided to take numerous
strategic initiatives, reorganize operations and improvise on its brand
architecture beginning 2002. It decided to concentrate its marketing efforts on
Dabur, Vatika, Anmol, Real and Hajmola to strengthen their brand equity,
create differentiation and emerge as a pure FMCG player recognized as a
herbal brand. This was chosen after a study with Accenture, which revealed
that Dabur was mainly perceived as an Herbal brand and connected more
with the age group above 35.
The Indian Economy is surging ahead by leaps and bounds, keeping pace
with rapid urbanization, increased literacy levels, and rising per capita
income.
Also, larger retailers were making their foray into the FMCG market. Apart
from HLL, P&G, Marico and Himalya, ITC was also posing a challenge. The
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supply chain of Dabur was becoming complex because of the large array of
products. Southern markets share in the sales figure was negligible. These
factors posed a threat to Dabur and hence small changes were not enough.
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Analysis of FMCG Sector
Strengths:
Low operational costs Presence of established distribution networks in both urban and rural
areas
Presence of well-known brands in FMCG sector
Weaknesses:
Lower scope of investing in technology and achieving economies ofscale, especially in small sectors
Low exports levels "Me-too" products, which illegally mimic the labels of the established
brands. These products narrow the scope of FMCG products in rural
and semi-urban market.
Opportunities:
Untapped rural market
Rising income levels, i.e. increase in purchasing power of consumers Large domestic market- a population of over one billion. Export potential
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High consumer goods spendingThreats:
Removal of import restrictions resulting in replacing of domesticbrands
Slowdown in rural demand Tax and regulatory structure
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NEED OF THE STUDY:-
This report gives the help to the marketers for analyzing & Understanding the
product portfolio of Dabur India Limited. These are the following some
importance of this research report as under:
To spread the awareness of new product of the Dabur Giving right information to the retailers & also gathering information
about the competitors.
This report can be a secondary data for the Dabur.
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OBJECTIVE OF THE STUDY:-
The main objective of the report is Design strategy to increase the sales of
NPD and ensure visibility in Ghaziabad
To Design the any sales strategy for the new product we have to know the
market scenario of the particular product. What is going in the market? To
approach the placement of new product in the market the first level which is
sales should be very effective. But the question is that how we approach that
particular are.
The strategy starts from the location and geographic area. Because if we are
going to target rural market for premium product which would not work.
Means that the right product at the right place should be.
Dabur has a wide portfolio in its kitty dealing with products in every
category- Skin care, Hair care, Home care, Health care, Baby care. With
increasing competition and growing consumer needs we need to keep coming
up with new products to cater to the consumers? Hence new products are the
future growth drivers for Dabur. It is of utmost importance to us that the new
products reach the consumers. We are looking at strategies to reach the
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consumers and make them aware of new products from Dabur ensuring that
we do not get lost in the crowd brands from competition.
Objectives:-
I. Get an understanding of the product portfolio of DaburII. Guage the placement of NPDs in the market
III. Design strategy to increase focus on and sales of NPDsIV. Design strategy to improve visibility of NPDs understanding
competition.
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RESEARCH METHODOLOGY:-
Research Description
The type of research here is Exploratory Research Design. This kind of
design is used for more precise investigation or of developing the working
hypotheses from an operational point of view. It has inbuilt flexibility, which
is needed because the research problem, broadly defined initially, is
transformed into one with more precise meaning in exploratory studies,
which in fact may necessitate changes in research procedure for gathering
relevant data.
The characteristic features of research are as follows:
Flexible DesignNon-Probability Sampling DesignNo pre-planned design for analysis Unstructured instruments for collection of dataNo fixed decisions about the operational procedures
Data Sources
The data gathering can be from secondary data, primary data or both.
Secondary data are data that are collected for another purpose and already
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exist somewhere. Primary data are data freshly gathered for a specific
purpose or for a specific research project.
The cost incurred in collecting primary data is more than secondary data. The
secondary data available orally in this research, therefore whole data is
collected primarily.
Research Approaches
Primary Data can be collected in four ways:
Observational Research Questionnaire for retailers Behavioral Data Experiments
In Observational Research, fresh data can be gathered by observing the
relevant factors & settings. An environment is created to judge the response
of respondents in that situation.
Questionnaires are best suited for descriptive research. Companies undertake
surveys to learn about peoples knowledge, beliefs, preferences, and
satisfaction, and to measure the magnitudes in the general population.
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Behavioral data is collected from the visits to shops, where the customers
come & leave traces of their purchasing behavior in store scanning data,
catalog purchases, and customer databases.
Experimental Research is the most significantly valid research among all
above. It studies the cause & effect relationships by eliminating competing
explanations of observed findings.
The research approach in this research is followed is of survey. Here the
movement in to the markets of different areas, meet the franchisees, retailers,
& customers, find their thinking & attitude regarding this huge cards, gifts &
stationery market, fill questionnaires from them & even personally if the shop
owners dont have time.
Research Instruments
There is a choice of mainly three instruments in collecting primary data:
Questionnaires
Psychological Tools
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Questionnaire consists of a set of questions presented to respondents.
Because of its flexibility, the questionnaire is by far the most common
instrument used to collect primary data. Questionnaires need to be carefully
developed, tested & debugged before they are administered on a large scale.
Psychological Tools such as laddering techniques, depth interviews &
rorshach tests can probe a buyers deeper beliefs & feelings. Laddering
involves the points set in ascending order, Depth Interview involves the
questioning deeply, & rorshach involves some kind of pictures
representation, graphs etc. to check the perception of respondent.
Sampling
Sampling Plan
Sampling can be defined as the technique through which an idea can be
generated out of whole market by taking just a small part of it. The sampling
process has the following steps:
Define the population Establish the frame of population Choose method of sampling Determine the sample size
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Write instructions for identification of sampleUnder this process, the sampling plan has to be designed. This plan deals
with basically three decisions:
Sampling UnitWho is to be surveyed? Sample SizeHow many people should be surveyed? Sampling ProcedureHow should the respondents be chosen?
Sampling Unit By the sampling unit, the target market has to be defined
that will be sampled. Once the sampling unit has been determined, a
sampling frame must be developed so that everyone in the target population
has an equal or known chance of being sampled.
The sampling unit in this research of retailers from Ghaziabad.
Sample Size Large Samples give more reliable results than small samples.
However, it is not necessary to sample the entire target population or even a
substantial portion to achieve the reliable results. Samples of less than 1
percent of a population can often provide a good reliability.
In this research researcher was collected 200 retailers base from different
area of Ghaziabad.
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In this research, Random Sampling is followed. The common group here is of
retailers.
Contact Methods
Once the sampling plan has been determined, the decision now is to taken
regarding how the subject should be contacted:
Telephone
Personal
Telephone interviewing is best method for gathering information quickly; the
interviewer is also able to clarify questions if respondents dont understand
them.
Personal Interviewing is most versatile method. The interviewer can ask more
questions and record additional observations about the respondent, such as
dress & body language.
New Product Development:-
New product development (NPD) is the term used to describe the complete
process of bringing a new product or service to market.
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A company may find itself in a situation where it may be advisable to
develop a new product. When sales of its current range of products have been
declining over the past few years or when it receives complaints about its
products from customers, distributors, retailers, it may have to find the
possible reasons for the same. This may lead to the improvement of the
existing product or the development of an altogether new product. As we
know, the concept of product life cycle suggests that a product passes through
different stages. When a company finds that some of its products have
entered the declining stage, it may have to take concrete measures to replace
them. This can be achieved in two ways:-
Acquisition
Innovation
We are concerned here with the latter which can be broadly of two types:
Internal innovation Contract innovation
New product development can be carried out in one of the following ways:
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New product features can be developed by adapting, modifying,magnifying, minimizing, substituting, rearranging or combining the
existing features of a product.
Different quality versions of the existing product can be developed sothat the needs of different markets can be met.
Additional models and sizes of the existing product can be brought out.New Product development gives the opportunity to the company to explore
the market and generate the revenue through it. It makes company to always
a step ahead to its competitors.
There are some new products of Dabur which comes in the market after a
long period of time.
New Products of Dabur:
Dabur Chyawan Junior
Dabur India entered into the milk beverages industry with the launch of its
product Chyawan Junior. The product is based on the ayurvedic formulation
Chyawanprash along with a chocolate flavour. The advertising campaign for
Dabur Chyawan Junior has been developed with mothers as the target
audience. The advertisement with the tag line 'Apun Ka Style', represents the
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relevance of Chyawan Junior in a kid's day-to-day life. The product has been
endorsed by Bollywood legend Amitabh Bachchan.
(Launched in October 2007)
Health supplement with the power of Chyawanprash
Competitors- Bournvita, Horlicks, Complan
Dazzl :- Dabur launched of its Hard Surface Cleaner, Dazzl, which is to be
endorsed by Ms Irani. The new Dazzl hard surface cleaner range is a result of
extensive research from Dabur India. The Dazzl Disinfectant Floor Cleaner
will come in 550-ml packs, priced at Rs 50, the Dazzl Anti-Bacterial Kitchen
Cleaner will be available in two versions, a 400-ml spray (priced at Rs 75)
and a 500-ml toggle (Rs 65).
Floor Cleaner, Kitchen Cleaner & Glass Cleaner
(Launched in November 2007)
Competitors- Lizol, Mr.muscle
Sani fresh:
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Toilet Cleaner
Competitors- Harpic
Dandruff control shampoo:- Vatika Dandruff Control is an all-in-one
natural solution to keep your hair clean, lively black, conditioned and
nourished, thereby stalling hairfall. Vatika Dandruff Control is available
with enhanced beauty benefits in three distinct variants -- Naturally Clean,
Hairfall Defense and Lively Black. All are marketed in attractive and vibrant
packs with contemporary graphics. Vatika Dandruff Control Shampoo comes
in three pack sizes: a sachet for Rs 1.50, 100ml for Rs 65 and 200ml for Rs
120.
Competitors- P&G, HUL
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LIMITATIONS:-
In spite of making all my efforts to make the dissertation a perfect one there
are certain limitations in the study, which are felt while writing the report.
As the study is an exploratory one designed to find new hypothesis, readers
are not suggested to conclude the result. The study suffers from the basic
limitations of the possibilities of difference between what is recorded and
what is true.
1. The first problem I faced is in getting the co-operation of the retailers.Many of the respondents I approached did not agree to the need and
utility of surveys and hence did not agree to provide me with
information.
2. The second problem faced by me was in getting the required secondarydata, sorting them, photocopying and organizing them according to my
need.
3. There has lack of time and financial resources prevented theinvestigator from carrying out an in depth study.
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4. The findings of the survey are based on the subjective opinion of therespondents and there is no way of assessing the truth of the statements.
5. As the sample size of the survey was so small and comprise of only 200customers, the survey may be biased, as its not representing the whole
Ghaziabad.
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SELLING PROCESS
&
MARKETING MIX
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The major marketing management decisions can be classified in one
of the following four categories:
Product Price Place (distribution) Promotion
These variables are known as the marketing mix or the 4 P's of marketing. They
are the variables that marketing managers can control in order to best satisfy
customers in the target market. The marketing mix is portrayed in the following
diagram:
Product
The product is the physical product or service offered to the consumer. In the case of physical products, it also refers to any services or
conveniences that are part of the offering.
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Product decisions include aspects such as function, appearance, packaging,service, warranty, etc.
Price
Pricing decisions should take into account profit margins and the probablepricing response of competitors.
Pricing includes not only the list price, but also discounts, financing, andother options such as leasing.
Place
Place (or placement) decisions are those associated with channels ofdistribution that serve as the means for getting the product to the target
customers.
The distribution system performs transactional, logistical, and facilitatingfunctions.
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Distribution decisions include market coverage, channel member selection,logistics, and levels of service.
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Promotion
Promotion decisions are those related to communicating and selling topotential consumers.
Since these costs can be large in proportion to the product price, a break-even analysis should be performed when making promotion decisions.
It is useful to know the value of a customer in order to determine whetheradditional customers are worth the cost of acquiring them.
Promotion decisions involve advertising, public relations, media types, etc.
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The Marketing Mix
Product Place
Target
Market
Price Promotion
The firm attempts to generate a positive response in the target market by
blending these four marketing mix variables in an optimal manner.
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A Summary Table of the Marketing Mix
The following table summarizes the marketing mix decisions, including a list of
some of the aspects of each of the 4Ps.
Summary of Marketing Mix Decisions
Product Price Place Promotion
Functionality
Appearance
Quality
Packaging
Brand
Warranty
Service/Support
List price
Discounts
Allowances
Financing
Leasing options
Channel members
Channel motivation
Market coverage
Locations
Logistics
Service levels
Advertising
Personal selling
Public relations
Message
Media
Budget
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DABUR PRODUCT SELLING PROCESS
Dabur product process of selling starts from stockiest. C&FA dose not have any process to play in the process of selling of dabur
product products. They are just Clearing & Forwarding Agents they store
the manufacturing products and then supply it to stockiest.
Stockiest pay the money to dabur product through demand draft. Stockiest further sells the products to retailers. Retailer finally sells the products to consumers.
HOW DABUR USING MARKETING MIX
Product
Appearance: Dabur tries to make its products appear very attractive.
Quality: Quality of the product is really unmatchable as it is tested number of
times and its products are processed using very advanced machinery and
technology.
Packaging: Dabur products packaging is done in such a way that its product does
not get expired immedietly.
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Brand: Dabur itself is a very reputed and well known brand in the market and its
also known all over India.
Warranty: Dabur as such does not gives any warranty but if there is any problem
in its products before expiry then they replace the product.
Service/Support: Dabur product provide full support to its stockiest, retailers and
consumers, what so ever the problem is
Price
List price: Dabur decide price according to its competitors and the price structure
is different for retailers and stockiest.
Discounts: There are different discounts for retailers, stockiest and consumer from
time to time.
Allowances: Special allowances are given to stockiest sales man if he achieves his
targets.
Place
Channel members: Channel members or business partners of dabur are its
stockiest, retailers.
Channel motivation: Channel motivation for dabur is pull and push strategy.
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Market coverage: Dabur product has a distribution network that covers 175 towns
and 75 thousand retail outlets making its product available to the consumers across
the country at ease.
Locations: Dabur product try to cover or tries to place its products in each and
every shop and every location.
PromotionAdvertising: Dabur products are advertised through television, newspapers,
magazine etc.
Personal selling: Dabur hardly do any personal selling except in tent shows and
road shows. Same for less & more for same
Media: Media of promotion is TV, Radio, newspapers, magazine.
Budget: Budget is Decided by finance team for different strategic business unit.
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DESCRIPTIVE WORK ON SUBTOPIC OF STUDY:-
Sales promotion
A good definition of sales promotion would be as follows:
An activity designed to boost the sales of a product or service. It may
include an advertising campaign, increased PR activity, a free-sample
campaign, offering free gifts or trading stamps, arranging demonstrations or
exhibitions, setting up competitions with attractive prizes, temporary price
reductions, door-to-door calling, telemarketing, personal letters on other
methods.
In marketing, sales promotion is one of the four aspects ofpromotion. (The
other three parts of the promotional mix are advertising, personal selling, and
publicity/public relations.)
Sales promotions are non-personal promotional efforts that are designed to
have an immediate impact on sales.
Sales promotion involves short-term incentives to encourage buyers to
purchase a product.
http://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Promotion_(marketing)http://en.wikipedia.org/wiki/Promotional_mixhttp://en.wikipedia.org/wiki/Advertisinghttp://en.wikipedia.org/wiki/Saleshttp://en.wikipedia.org/wiki/Publicityhttp://en.wikipedia.org/wiki/Public_relationshttp://en.wikipedia.org/wiki/Public_relationshttp://en.wikipedia.org/wiki/Publicityhttp://en.wikipedia.org/wiki/Saleshttp://en.wikipedia.org/wiki/Advertisinghttp://en.wikipedia.org/wiki/Promotional_mixhttp://en.wikipedia.org/wiki/Promotion_(marketing)http://en.wikipedia.org/wiki/Marketing -
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It's aim is to encourage immediate purchase of a product. If used too often
however, sales promotion can create a situation where consumers will not
buy unless there is a bonus offer. This will result in loss of profit for the
company.
More than any other element of the promotional mix, sales promotion is
about action. It is about stimulating customers to buy a product. It is not
designed to be informativea role which advertising is much better suited to.
Sales promotion can be directed at:
The ultimate consumer (a pull strategy encouraging purchase)
The distribution channel (a push strategy encouraging the channels to
stock the product). This is usually known as selling into the trade
METHODS OF SALES PROMOTION
Price promotionsPrice promotions are also commonly known as pricediscounting
These offer either (1) a discount to the normal selling price of a product, or
(2) more of the product at the normal price.
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Increased sales gained from price promotions are at the expense of a loss in
profitso these promotions must be used with care.
CouponsCoupons are another, very versatile, way of offering a discount.
The examples of the use of coupons:
- On a pack to encourage repeat purchase
- In coupon books sent out in newspapers allowing customers to redeem the
coupon at a retailer
- A cut-out coupon as part of an advertisement
The key objective with a coupon promotion is to maximise the redemption
ratethis is the proportion of customers actually using the coupon.
One problem with coupons is that they may simply encourage customers to
buy what they would have bought anyway. Another problem occurs when
retailers do not hold sufficient stocks of the promoted productcausing
customer disappointment.
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Use of coupon promotions is, therefore, often best for new products or
perhaps to encourage sales of existing products that are slowing down.
Gift with purchaseThe gift with purchase is a very common promotional technique. It is also
known as a premium promotion in that the customer gets something in
addition to the main purchase.
This type of promotion is widely used for:
- Subscription-based products (e.g. magazines)
- Consumer luxuries (e.g. perfumes)
Competitions and prizesAnother popular promotion tool with many variants. Most competition and
prize promotions are subject to legal restrictions.
Money refundsHere, a customer receives a money refund after submitting a proof of
purchase to the manufacturer.
These schemes are often viewed with some suspicion by customers
particularly if the method of obtaining a refund looks unusual.
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Frequent user / loyalty incentivesRepeat purchases may be stimulated by frequent user incentives. Perhaps the
best examples of this are the many frequent flyer or user schemes used by
airlines, train companies, car hire companies etc.
Point-of-sale displaysResearch into customer buying behaviour in retail stores suggests that a
significant proportion of purchases results from promotions that customers
see in the store. Attractive, informative and well-positioned point-of-sale
displays are, therefore, very important part of the sales promotional activity
in retail outlets.
There are three main types of sales promotion:
Consumer promotions Trade promotions Sales force promotions
Consumer promotions are often used to try and condition the way
consumers behave. They are usually short term inducements to encourage
people to buy. For example, trial packs, buy one get one free, contests.
http://www.buseco.monash.edu.au/depts/mkt/dictionary/ttt.php#trade_promotionshttp://www.buseco.monash.edu.au/depts/mkt/dictionary/ttt.php#trade_promotions -
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Trade promotions are directed at intermediaries and are intended to increase
sales in the distribution channel.
Sales force promotion is directed at the personal selling team and is
intended to be an incentive.
Examples include:
Coupons Discounts And Sales Contests Point Of Purchase Displays Rebates Gifts And Incentive Items Free Travel, Such As Free Flights
http://en.wikipedia.org/wiki/Couponhttp://en.wikipedia.org/wiki/Discounts_and_allowanceshttp://en.wikipedia.org/wiki/Contesthttp://en.wikipedia.org/wiki/Point_of_purchasehttp://en.wikipedia.org/wiki/Rebate_(marketing)http://en.wikipedia.org/wiki/Rebate_(marketing)http://en.wikipedia.org/wiki/Point_of_purchasehttp://en.wikipedia.org/wiki/Contesthttp://en.wikipedia.org/wiki/Discounts_and_allowanceshttp://en.wikipedia.org/wiki/Coupon -
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Consumer promotion tools include samples, redeemable coupons, cash-
back offers, cents-off deals, premium offers, advertising specialities,
patronage rewards, point-of-purchase displays and demonstrations, contests,
sweepstakes and games.
Trade promotion directed to wholesalers, retailers and other intermediaries
can often cost more than consumer promotion. Trade promotions often occur
in conjunction with consumer sales promotions. Trade promotion tools
include allowances, free goods or push money (cash or incentives).
Business to Business promotion is directed at customers in industrial
markets. Marketers use tools such as conventions (exhibitions), trade shows
and sales contests to gain awareness for their company's products or to
increase sales leads. For example, food and beverage companies from all over
the world gather at the Annual International Food and Beverage Exhibition to
display their products, increase awareness and sales.
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SALES PROMOTIONAL TOOLS OF DABUR
Price promotions Coupons Gift with purchase Competitions and prizes Money refunds Point-of-sale displays Free samples Contest /demos Festival Sales Retailer coupons
Multi-packs
Special price for twos Allowances for additional shelf space Merchandising Sales contest Incentives Awards & prizes Premium gifts
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Training Sales Meetings Samples/product sampling Trade Fairs & exhibitions Contests & Sweepstakes Exchange Offers/buyback Refund / Rebate Price / Bonus Packs
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The sales and marketing relationship
Marketing and sales are very different, but have the same goal. Marketing
improves the selling environment and plays a very important role in sales. If
the marketing department generates a potential customers list, it can be
beneficial for sales. The marketing department's goal is to increase the
number of interactions between potential customers and the sales team using
promotional techniques such as advertising, sales promotion, publicity, and
public relations, creating new sales channels, or creating new products (new
product development), among other things.
In most large corporations, the marketing department is structured in a
similar fashion to the sales department and the managers of these teams must
coordinate efforts in order to drive profits and business success. For example,
an "inbound" focused campaign seeks to drive more customers "through the
door" giving the sales department a better chance of selling their product to
the consumer. A good marketing program would address any potential
downsides as well.
The Sales department's goal would be to improve the interaction between the
customer and the sales facility or mechanism (example, web site) and/or
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salesperson. Sales management would break down the selling process and
then increase the effectiveness of the discrete processes as well as the
interaction between processes. For example, in many out-bound sales
environments, the typical process is out bound calling, the sales pitch,
handling objections, opportunity identification, and the close. Each step of
the process has sales-related issues, skills, and training needs as well as
marketing solutions to improve each discrete step, as well as the whole
process.
Merchandising:-
Merchandising is more than simply the arrangement of products on the shelf.
It is an integral component of the business image. It should be considered
when you design your logo, business cards, brochures, letterhead, packaging,
and product mix
Merchandising is the practice of making products in retail outlets available to
consumers, primarily by stocking shelves and displays. While this used to be
done exclusively by the stores' employees, many retailers have found
substantial savings in requiring it to be done by the manufacturer, vendor, or
wholesaler that provides the products to the retail store. Merchandising is the
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methods, practices, and operations used to promote and sustain certain
categories of commercial activity
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DATA ANALYSIS AND INTERPRETATION:-
SWOT ANALYSIS OF DABUR:
This SWOT analysis is done based on the financial statements & the annual
report of Dabur for the financial year 2007-2008. Other information has been
taken from the company website and different magazine & search engines.
Strengths:-
Reserve and surplus: Reserve and Surplus is increased by 35.11% to531 crores. It shows the firms strengths, and ability to expand the
business. Company is in the position to take the opportunity if comes
even if the market situation will not good.
Increase in sale: Sale is increased by 15% to 2396 crores, inspite ofthe slowdown in the economy. Dabur has recorded higher growth than
the industry average.
Increase in ROCE: return on capital employed is increased by 18%indicate the higher value for the shareholders and good image in the
market. It will be easy for the company to raise money through market.
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Advertisement: Spending on advertising increased as an aggressivestrategy to differentiate the product from the competitor products.
Weaknesses:-
R & D expenditure decrease by 88% Competition is very tough and required new improved or new product
to compete with the competitor products.
Lack of dominating position in big categories: Dabur has a weekcompetitive position in large such as hair oils, shampoos, and oral care.
While, these categories are growing between 14-18%, we believe
Dabur will need to make significant investments in order t grow/
maintain its share in these categories.
Gap in product line: Dabur consumer care consists of many brands insome segment there are no other variants available. Competitor can
take the advantage of he gap.
Opportunities:-
Large domestic market size: There is a growing pool of domesticcustomer is present for the consumption of FMCG products. Still the
penetration level for many FMCG products is minimal, say for example
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penetration level for oral care product in 48.6%, for Shampoo PL is
Just 13%, and PL for Hair oil is 87%. Countrys large growing
population makes a very large market and opportunity for Dabur.
Disposable income increased: As the economy grows, income level ofpeople increased and gives an opportunity to the companies to take a
large chunk from the consumer,
Increase in health consciousness among urban consumer: Healthconsciousness among urban consumer increased as the result of
increasing literacy level. There is an opportunity for Dabur as it is
considered to be the health brand.
Untapped rural market: almost 65% of the Indian population is livingin rural areas, and according to a report income level of the rural people
is going doubled by 2012.
34.3% of the Indian population is of age (0-14): Parents alwaysthrive to purchase safe & health products for their children; Dabur has
earned a good name in manufacturing safe and healthy product.
Presence in 50 countires: Dabur has its presence in 50 countries whichgives it an access to the other markets.
Threats:-
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Intense Competition: The competition is very tough as three is largenumber of companies producing the similar types of the products.
Distributor Power: in FMCG industry distributor hold huge power ascompanies are dependent on the distributor to sell their products.
Growth of the Indian economy Packaging cost is increased Brand duplication is very high in FMCG industry
1. Primary analysis & findings
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1. Do you keep the Dabur Products?
Findings: 98% reatailer said that they keep or sell the products of Dabur.
Whereas only 2 % told that they do not keep Daburs products.
2.No. of respondents who satisfied with the margin offered by Dabur
98%
2%
Yes
No
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Findings: In my project areas only 46% reatailers are satisfied with the
margin offered by Dabur. 54% say that they are not satisfied with the margin
given by Dabur.
Yes
46%
No54%
No. of respondents
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3. The company who paying the best margin scale
Findings: 38% of the retailer admits that HUL is giving the best deal in the
market. 28% said that P&G is offering the best margin for them. Only 18%
retailer claimed that they are having good margin by Dabur. Only 16%
retailer said that RB is giving them them the best deal in the market. By this
pie we can clearly say that HUL is giving the best margin in the market.
4. Good visibility affects the sales of products
HUL
38%
RB
16%
Dabur
18%
P&G
28%
NO. of Respondents
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Findings: 80% of the whole population of retailers admits that visibility
affect the sale of the product. Whereas 20% retailers say that visibility has no
impact on the sales of the products.
80%
20%
No. of Respondents
Yes
No
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5. Daburs visibility in the market
Findings: 46% of the total retailers of Ghaziabad say that Dabur is having
average visibility in the market. 38% say that Daburs visibility is good;
whereas 6% also say that it has got a very good visibility in the market. But
9% also claim that Dabur is poor at visibility level in Ghaziabad. Only 1%
rate it for having a excellent visibility in the market.
9%
46%
38%
6%1%
No. of respondnets
Poor
Average
Good
Very Good
Excellent
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6. Visibility compensation offered by Dabur
Findings: 56% retailers admit that compensation offered by Dabur for
visibility of its products is average. 29% say that Dabur pays very less for the
visibility of its products. Only 11% say that Dabur is paying well for
visibility. 4% admit it as very good, but not even a single % says that Dabur
is paying excellent for the visibility aspect.
7. Do you think competitor has better schemes than Dabur?
29%
56%
11%
4% 0%
No. of respondents
Poor
Average
Good
Very Good
Excellent
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Findings: 75% of the total respondents claim that the competitors are
floating better schemes than Dabur. Only 25% says that Dabur is offering
better schemes than its competitors.
8. Awareness about new product of Dabur
75%
25%
No. of Repondents
Yes
No
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Findings: 50% of the reatailer have no idea about the new products of Dabur.
Only 50% retailers know the new products offered by Dabur.
9. Is there demand ofDaburs new product?
Yes
50%
No
50%
No. of Respondents
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Findings: From the total market only 38% says that there is a demand for the
new products of Dabur, whereas 62% claimed that there is no demand for
new products of Dabur in the market.
Yes
38%
No
62%
No. of Respondnets
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10. The Daburs competitor who gives more schemes on new product
Findings: 35 % of the retailer says that HUL is giving more schemes on their
new products as compared to Dabur new products. 33 % says that P&G is
also giving good schemes at the new products of the company. 11% retailer
says that Reckitt benckiser India is giving good schemes on their new
products. 21% claimed that ITC is good for the schemes on new products in
the market.
11. Does the use of danglers, fliers help you boosting sales?
35%
33%
11%
21%
No. of Respondnets
HUL
P&G
RB
ITC
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Findings: 59% of the total respondents say that dangler, fliers helps them is
boosting their sales. But 41% also say that there is no effect on the sales by
danglers, fliers
12. Dabur support you in increasing the sales of new products.
Yes
59%
No41%
No. of Respondnets
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Findings: In Ghaziabad, 65% of the retailers claimed that Dabur helps them
in increasing the sales of new products. Only 35% are not agree at this point..
FINDINGS:-
65%
35%
No. of Respondents
Yes
No
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As a whole, daburs product visibility is good in the market. Dabur has such a wide product portfolio that it is very difficult to have
visibility for every product.
HUL and P & G are focusing more on the visibility issue. Almost every retailer is having display window of HUL and P & G. HUL is paying the highest amount for the display window hired by the
company.
Daburs rates for the display windows are very low as compared to thecompetitor and the market.
Salesmen of Dabur are not paying extra effort to place new products ofDabur.
Visit of Daburs merchandiser is not so good.
P & G is having the most visits by its merchandiser (3 times in a week). Proper information of schemes is not given by the salesperson of
Dabur, where HUL is best at this.
In shampoo range P&G is best, HUL is also good. In shampoo range, P & G is giving maximum schemes to the retailers.
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RECOMMENDATIONS:-
Dabur should have more effort on the frequent visit of its merchandiser. Display window rate should be increased by the company to compete
the market.
Damage and expiry claim should be settled smoothly by the companyto make a positive impact on the retailers.
The company should start promotion campaign at the micro-level byincreasing the visit of companys representatives to the retailers.
The company should work collaboratively with the distributors ineffective manner towards focusing on the area where there is a potential
market for Daburs product and target that area.
During my project this fact become clear that the customer are not wellaware about the all products of Dabur, so through the strong
advertisement company should try to increase the awareness of the
Dabur products.
Promotional Schemes should be more on the new products of Dabur toincrease its sale.
There should be proper approach for the display window by thecompany.
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BIBLIOGRAPHY:-
Books:-
Marketing Management : Philip Kotler
Marketing Management : T.N.Chabra
Marketing Research : B.C.Goel
Annual Report of Dabur India Limited
Website/ Search Engines
www.google.com
www.wikipedia.org/dabur
www.iloveindia.com/fmcg/dabur/index.html
www.dabur.com
www.indiainfoline.com
http://www.wikipedia.org/daburhttp://www.wikipedia.org/daburhttp://www.iloveindia.com/fmcg/dabur/index.htmlhttp://www.iloveindia.com/fmcg/dabur/index.htmlhttp://www.dabur.com/http://www.dabur.com/http://www.indiainfoline.com/http://www.indiainfoline.com/http://www.indiainfoline.com/http://www.dabur.com/http://www.iloveindia.com/fmcg/dabur/index.htmlhttp://www.wikipedia.org/dabur -
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www.rediff.com
www.balsara.com
Various Magazines, Newspapers, Company articles etc
http://www.rediff.com/http://www.rediff.com/http://www.balsara.com/http://www.balsara.com/http://www.balsara.com/http://www.rediff.com/