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Dabur Company
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Dabur Company
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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.
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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.
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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.
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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
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Leading FMCG companies
Some of the well known FMCG companies areDabur, Nestl, Unilever, Procter & Gamble,Coca-Cola, Pepsi etc.
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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.
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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.
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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
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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.
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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.
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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
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Food products
Real active juice , burrslhomemade,lemoneezand capsico
Home care
Dazzil ,Odnos ,Odonil nature ,OdopicSanifresh
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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
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Dubar Honey
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BRAND CORE NEED AUXILLARY NEED
a) Dabur Red Tooth past Strong teeth 1. Prevents tooth ache2. Kills harmful germs3. Prevents bad breath.
2) ORAL CARE
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BRAND CORE NEED AUXILLARY NEED
a) Dabur Hajmula Stimulation of digestivepower
1. Increase appetite2. Controls
dyspepsia
3) Digestive
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BRAND CORE NEED AUXILLARY NEED
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
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BRAND CORE NEED AUXILLARY NEED
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
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BRAND CORE NEED AUXILLARY NEED
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
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BRAND CORE NEED AUXILLARY NEED
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
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PUNCH LINES & BRANDAMBASSADORSI. Health Care
1) Health SupplimentDabur Chawanprash
Punch line: TWO SPOONS A DAY HELP
KEEP ILLNESS AWAY
Brand Ambassodr: MAHENDAR SING DHONI
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Dabur Honey
Punch Line:
Brand Amabassador:
AMITABACHHAN & MAHENDRA SING DHONI
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ORAL CARE
Dabur red toothpaste Punch Line: KEEP DENTAL PROBLEMS
AWAY
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DigestiveDabur Hajmula
Punch Line: HAJMOLA KA CHATAKARA KARE
KHANA COMPLET
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1.Hair care
Dabur Amla Hair oil
Punch Line: ZYADA LAMHE ZYADA
MAZBOOT ZYADA KHUBSOORAT
BAAL
Brand Amabassador: Rani Mukarjee
Personal
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PersonalDabur Vatika Enriched coconut oil
Punch Line: PROOF HAI BETTER HAI
Brand Amabassador: Geneliya D. Souza
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PersonalDabur Vatika black shine shampoo
Punch Line:
Brand Amabassador:
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2.PersonalDabur Vatika Dandruff Control
Punch Line: REMOVES DANDRUFF LOVES
HAIR
Brand Amabassador: Preeti Zinta
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Skin Care
Dabur uveda complete fairness cream
Punch Line:
Brand Amabassador: Vidya Balan
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FoodReal Nature Fresh (Mixed Fruit Juice)
Punch Line: : MY REAL FRUIT POWER
Brand Amabassador:
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FoodReal active Juice
Punch Line: I AM ACTIVE
Brand Amabassador:
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HomeCareDazzl
Punch Line:
Brand Amabassador: Smruti Irani
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HomeCareOdonil Air freshner
Punch Line: MOOD BADAL DE
Brand Amabassador:
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DABUR HLL(Hindustan
Uniliver Limited)
P&G(Proctle&Gamble)
INDUSTRY COMPETITORS
BRAND COMPETITORS
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DABUR BRANDS OTHER COMPETITIVE
BRANDS
ORAL CAREDabur red tooth
paste
Pepsodent,Close up
BRAND COMPETITORS
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DABUR BRANDS OTHER COMPETITIVE
BRANDS
HAIR CAREVatika Enriched
Coconut OilVatika BlackShine ShampooVatika Dandruff
Control.
Sunsilk, Pantene,Clinic Plus.Head and Shoulders.
BRAND COMPETITORS
BRAND COMPETITORS
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DABUR BRANDS OTHER COMPETITIVE
BRANDS
SKIN CAREDabur Uveda
Fairness Cream
Fair and LovelyFairness Cream.
BRAND COMPETITORS
BRAND COMPETITORS
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DABUR BRANDS OTHER COMPETITIVE
BRANDS
FOOD CAREReal NatureFreshReal Active Juice
Kissan Fruit JuiceTajmahal tea, Broke
Bond tea, BRU-Coffee.
BRAND COMPETITORS
BRAND COMPETITORS
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DABUR BRANDS OTHER COMPETITIVE
BRANDS
HOME CAREDazzl.Odonil air fresher.
Domex, Cif, Mr-CleanFebreze.
BRAND COMPETITORS
COMPETITORS OBJECTIVES
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COMPETITORS OBJECTIVES
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
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COMPETITORS OBJECTIVES
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.
COMPETITORS OBJECTIVES
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COMPETITORS OBJECTIVES
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.
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COMPETITORS OBJECTIVES
Passion for Winning They are determined to be the best at doing what matters
most.
They have a compelling desire to improve and to win in 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
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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.
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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.
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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
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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
-
- - - - -
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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
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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
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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
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PRODUCTION MIX
CCD
CHD
IBD
FOOD
OTHERS
13%CHD
11%IBD
7%FOOD
Market Share of Dabur
68%CCD
1%
OTHERS
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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.
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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
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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.
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BUYING DECISION PROCESS
This is important for anyone makingmarketing decisions. It forces the marketer toconsider the whole buying process.
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BUYING DECISION PROCESS
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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.
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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
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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.
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