PROJECT REPORT

Dabur India Limited

M.Com IV Sem – Marketing Management

(Session 2020-21)

THE BHOPAL SCHOOL OF SOCIAL SCIENCES

Submitted To Submitted By

Dr. Amrita Sahu Divya Jain

Associate Professor Roll No.- 19103016

Department of Commerce

ACKNOWLEDGEMENT

It is great pleasure to acknowledge the guidance and support we have received in computer. This

project work on “DABUR INDIA LIMITED” we are greatly overwhelmed with joy and guidance

towards each and every one who have extended their valuable support and full co-operation during

the time of project.

We are deeply indebted to “Dr. Amrita Sahu” our project guide, throughout our work. Work fails

us to convey our deep sense of gratitude towards her.

We are also very much thankful to all colleagues for their co-operation during our project.

Date 15/6/2021 DIVYA JAIN

M.com 4th sem.

CERTIFICATE FROM THE PROJECT GUIDE

This is to certify that the Project Report titled “Dabur India Limited” is a bonafide work of Divya Jain enrolment number R170190280618 undertaken for the partial fulfillment of Masters in Commerce (M. Com) degree of Barkatullah University under my guidance. This project work is original and has not been submitted earlier for the award of any degree or diploma of any other University or Institution.

Signature of the Guide

Dr. Amrita Sahu

Associate Professor

Department of Commerce,

BSSS, Bhopal

DECLARATION

I DIVYA JAIN daughter of Anil Kumar Jain certify that the project report entitled on “Dabur India Limited”, prepared by me is my personal and is authentic work under the guidance of Dr. Amrita Sahu, Associate Professor, Department of Commerce.

Date: 15/06/2021 Signature of the Student

Place: BHOPAL Name: Divya Jain

Class: M.COM (IV SEMESTER)

Roll Number: 19103016

CONTENTS

1. Overview of a Company 1

2. History of the Dabur 2-3

3. Vision & Mission of Dabur 4

4. Objectives of Dabur India 5

5. Board of Directors 6

6. Objectives of the Study 7

7. Product Line of Dabur 8-10

8. Problem Faced by Company 11

9. Finding & Analysis 12-14

10. Marketing Strategies 15-17

11. Awards & Achievements 18

12. Suggestions 19

13. Conclusion 20

14. Bibliography 21

OVERVIEW OF A COMPANY

Dabur India limited is India's leading fast moving consumer good FMCG company with interest

in health care, personal care and foods. Dabur has a history of more than 100 years and the

company has carved niche for itself in the field of Ayurvedic medicine. The products of

Dabur are marketed in more than 50 countries worldwide.

Over its 120 years of existence, the Dabur has stood for goodness through a natural lifestyle. An

umbrella name for a variety of products, ranging from haircare to honey. Dabur has consistently

ranked among India’s top brands. Its brands are built on the foundation of trust that a Dabur

offering will never cause one harm.

The trust levels that this brand enjoys are phenomenally high. While ries and trout may ask “what

does Dabur stand for - shampoo or digestive tablets”? The answer is fairly simple, it stands for

India's fourth largest fast-moving consumer goods company that both consumer and trade respect

and trust unequivocally, and which has annual turnover of rupees 15 billion.

The company has kept an eye on new generations of customer with a range of products that cater

to a modern lifestyle, while managing not to alienate earlier generations of loyal customers.

Dabur is an investor friendly brand as its financial performance shows. There is an abundance of

information for its investors and prospective information including a daily update on a share price.

There’s a great sense of responsibility for investors fund on view. This is a direct extension of

Dabur philosophy of taking care of its constituents and it adds to the sense of trust for the brand

over all.

Dabur today operates in key consumer products categorized like hair care, oral care, health care,

skin care, home care and foods. The company has a wide distribution network, covering over 6.7

million retail outlets with a high penetration in both urban and rural markets. Dabur’s product also

has a huge presence in the overseas market and are today available in over 100 countries across

the globe. Its brands are highly popular in the Middle East, Africa, SAARC countries, US, Europe

and Asia. Dabur’s overseas revenues account for 28.2% of the total turnover.

HISTORY OF DABUR

The story of Dabur began with a small, but visionary endeavor by Dr. S. K. Burman, a physician

tucked away in Bengal. His mission was to provide effective and affordable cure for ordinary

people in far - flung villages.

Dr. S. K. Burman started Dabur in 1884 as a small pharmacy. Initially, he prepared Ayurvedic

medicines to treat diseases like malaria, plague, and cholera that had no cure during that period. It

was his dedication, commitment and empathy that made Dabur a renowned name among the

masses. And today, after more than 120 years Dabur is known for its trustworthiness more than

anything else.

During this passage of time, Dabur went through several structural and strategic chances

to maintain its market strength. The real mass production started in 1896. Early 1900s saw

Dabur emerged as the first company to provide health care through scientifically tested methods.

It achieved significant improvements after setting up research and development centers and

manufacturing automation. The launch of Dabur Amla hair oil and Chyawanprash was a boon to

the expanding business. To keep up with the times Dabur computerized its operation in

1957. It's Dant Manjan and digestive tablets were widely accepted as well.

However, with a large product portfolio in the market, Dabur had to maintain operational

efficiency. To make sure it adjusted to the business environment it become a public limited

company in 1986 followed by diversification in Spain in 1992. A major change came when

Dabur came up with its IPO in 1994. Because of its position Dabur’s issue was 21 times

oversubscribed. Dabur further divided its business into three separate groups:

• Health Care products Division

• Family products Division

• Dabur Ayurvedic specialties Limited

Dabur India limited is a consumer care and health care products company. Product portfolio

offered by the company includes personal care products, health care products, home care products,

and foods. Dabur also offers Ayurveda-based health care products. It markets its products in India

as well as international market as Middle East, South-east Asia, Africa, the European union and

America. The company operates through four division namely Consumer Care Division [CCD]

that deal in FMCG products across a wide spectrum of market segments; International Business

Division [IBD] that focuses on developing Dabur’s business abroad; Consumer Healthcare

Division [CHD] that deals in the classical and OTC range of products which are grantha raised

and which follow strict Ayurvedic formations; and retail divisions which is currently in the

development phase. The company is headquartered at Ghaziabad, Uttar Pradesh, India.

In 1998, for the first time in the history of Dabur, a non-family member took charge. Dabur handed

over the operation to professionals. Successful implementation off procedure, timely changes

and maintaining its essence, Dabur achieved its highest ever sales figure of Rs 1166.5 crores

in 2000-2001.

As FMCG sector was struggling with a slow growth in the Indian economy Dabur decided to take

enormous strategic initiatives, recognize operation and improvise on its brand architecture

beginning 2002. It decided to concentrate its marketing effort on Dabur, Vatika, Real, Anmol

and Hajmola to strengthen their brand equity, create differentiation and emerge as a pure FMCG

player recognized as Herbal brand. This was chosen after a study with Accenture, which revealed

that Dabur was mainly perceived as a herbal brand and connected with the age group above 35.

Also, larger retailer was making their foray into the FMCG market. Apart from at HLL, P&G,

Marcio and Himalayan, ITC was also posing a challenge. The supply chain of Dabur was becoming

complex because of the large array of product. Southern market share in the sales figure was

negligible. These factors posed a threat to Dabur and hence small challenges were not enough.

VISION & MISSION OF DABUR INDIA

VISION OF DABUR

After the successful implementation of the 4-year business plan from 2002 to 2006, Dabur has

launched another plan for 2010. The main objectives are:

1. Doubling of the sales figure from 2006.

2. The new plan will focus on expansion, acquisition and innovation. Although Dabur’s

international business has done well- growing by almost 29 percent to Rs.292 crores in

2006-07, plans are to increase it by leaps and bounds.

3. Growth will be achieved through international business, homecare, healthcare and foods.

4. Southern markets will remain as a focus area to increase its revenue share to 15 %.

5. With smoothly sailing through its previous plans, this vision seems possible. Time and

again, Dabur has made decision that led to its present position. However, if Dabur could

be more aggressive in its approach, it can rise to unprecedented levels.

MISSION OF DABUR

Dabur believes in the mission of being a leader in the natural foods & beverages industry.

Dabur aims in offering quality products and distributing higher returns to stakeholder. “Real”

And “Real Active” are the two fruit juice brands of Dabur, which are packaged in different flavors

like – mixed fruit cucumber spinach juice and fruit beetroot carrot juice.

Apart from food, Dabur Health care offers wide range of Ayurvedic and Health care product.

Dabur Consumer Health is a department that deals with the marketing of Ayurvedic medicines

worldwide. Dabur offers 350 Shastriya (Classical) ayurvedic treatments and solutions.

After a lot of market research Dabur foods came up with a new brand name as “Nature’s Best”,

which was the initial brand of Dabur services network. The 1kg Nature’s best Tomato Ketup was

successfully launched after that.

OBJECTIVE OF DABUR INDIA

The objective of Dabur India Limited are as follow:

1. Focus on growing core brands across categories, reaching out to new geographies. Within

and outside India and improve operational efficiencies by leveraging technology.

2. Be the preferred to meet the health and personal grooming needs of target consumer with

safe, efficacious, natural solution by synthesizing deep knowledge of Ayurveda and herbs

with modern science.

3. Be a professionally managed employer of choice, attracting, developing, and retaining

quality personnel.

4. Be responsible citizen with a commitment to environmental protection.

5. Provide superior returns, relative to our peer group, to our shareholder.

BOARD OF DIRECTORS OF DABUR INDIA

Dabur has an Illustrious Board of Directors who is committed to take the company to newer level

of corporate governance.

The Board comprises of:

CHAIRMAN VICE-CHAIRMAN

Mr. Amit Burman Mr. Mohit Burman

WHOLE TIME DIRECTORS

Mr. Mohit Malhotra Mr. P.D. Narang

OBJECTIVES OF THE STUDY

SIGNIFICANCE OF THE STUDY

For the business venture, human resources go hand in hand. Opportunities come and go but

business come from the ones, which are handled properly in terms of leads. Leads for any new

opportunities are very important for it to turn out a profitable venture.

Promotion plays a very important role in both the departments. Promotion helps us to market a

product properly and also help in increasing the sale of the product as compared to competitors.

OBJECTIVES OF THE STUDY

1. To study the employee satisfaction.

2. To study the organizational growth.

3. To study the performance appraisal program.

4. To study the three different factors & to find which factor among the three is less effective.

SCOPE OF THE STUDY

To find out the loop holes in the performance management system at Dabur India Limited.

To have an overlook over the changes and improvements made in the company.

PRODUCT LINE OF DABUR

Categories:

1. Health Care

2. Home Care

3. Personal Care

4. Ayurvedic Specialties

5. Foods

HEALTH CARE PRODUCTS:

1. Health Supplements

• Dabur Chyawanprash

• Dabur Glucose-D

• Dabur Chyawan Junior

2. Digestives• Hamjola

• Hajmola Candy

• Anardana

• Pudin hara G

• Dabur Hingoli

3. Natural cures• Bhringraj Ayurvedic Tail

• Badam Tail

• Sat Isabgol

• Sarbyna Strong

• Dabur Balm

4. Baby care• Dabur Lal Tail

• Dabur Janma Ghunti

• Dabur baby olive oil

HOME CARE PRODUCTS:

• Odomos

• Odonil

• Sanifresh

• Dazz

• Odopic

PERSONAL CARE PRODUCTS:

1. Hair care oil • Amla hair oil

• Vatika hair oil

• Anmol sarson Amla

• Amla lite hair oil

2. Hair care shampoo • Vatika heena conditioning shampoo

• Vatika anti dandruff shampoo

• Anmol silky black shampoo

3. Skin care• Gulabari Rose Water

• Vatika Fairness Face Pack

• Vatika Saffron Glow Soap with Sandal

• Gulabari Hydrating Rose Lotion

4. Oral care • Dabur Red Toothpaste

• Babool Toothpaste

• Meswak Toothpaste

• Dabur Lal Dant Manjan

• Dabur Binaca Toothbrush

FOODS:

• Real

• Real active

• Hommade

• Lemoneez

• Capsico

AYURVEDIC SPECIALITIES

• Ayurveda

PROBLEM FACED BY THE COMPANY

Dabur has strategically positioned itself as a quality ayurvedic supplier, thereby, making it

extremely difficult to imitate due to causal ambiguity and excellent cross-sectional fit among the

activities they perform. As a result, its main competitors like HUL or P&G face a high trade-off to

capture the strategic position of Dabur.

Long distances of rural areas were one basic limitation few of the villages which were to be

surveyed were 40 to 45 km away from the maim city. And there were times when travelling 40 km

was of no use as there was no retail outlet from where information could be collected.

Despite their superior positioning in ayurvedic and natural health care products in rural areas and

semi-urban regions (SEC-1, SEC-2), there are issues Dabur faces due to poor consumer

preferences in the urban areas. Also, the low switching costs for consumers coupled with very low

and sizeable investments in branding and advertising makes strategic marketing difficult in the

urban market, especially for the visibility, as compared to their top competitors like P&G, Unilever

and Colgate.

This is also perceived in the quality for similar products. Strategic spending for brand building,

awareness and promotional activities needs to be done in order to aggressively market its product.

Technology automation to leverage operational efficiencies would help in achieving superior

competitive advantage compared to the top rivals.

Dabur’s foods & beverage division was facing a pricing problem. Due to the impact of citrus

canker disease that devastated orange crop, the orange concentrate prices worldwide including

India soared, leading to price rise in 2006.

FINDING AND ANALYSIS

SWOT Analysis

The following SWOT Analysis looks at Dabur India which is operating in FMCG industry. The

Analysis shows Dabur India’s Strength, Weakness, Opportunities and Threats. The SWOT

Analysis will give you a clear picture of the business environment Dabur India is operating in at

the present time.

STRENGTHs

The strengths of a business or organization are positive elements, something they do well and is

under their control. The strength of a company or group and value to it, and can be what gives it

the edge in some areas over the competitors. The following section will outline main strengths of

Dabur India.

• Dabur India limited is the century old company

• Well established brands in Dabur India

• High quality machinery, staff, offices and equipment ensure the job is done to the utmost

standard, and is strength of Dabur India

• Leader in Herbal digestive where the product has 90% of the market share.

• Ayurvedic/Herbal product line.

• Product development strength.

• Strong distribution network.

• Extreme supply chain.

WEAKNESS

Weakness of a company or organization are things that need to be improved or performed better,

which are under their control. Weaknesses are also things that place you behind competitors, or

stop you being able to meet objectives. This section will present main weaknesses of Dabur India.

• A serious weakness for Dabur India is the fact their products/services are of low quality,

meaning people will have better quality substitutes.

• Not reducing cost in the same way as their competitors/’means Dabur India is outlaying

mor of their profits. Having higher cost then competitors is a major weakness.

• Over-pricing, setting to high prices for Dabur India products/services makes them

uncompetitive, which is a major weakness.

• Seasonal demand (like chayawanprash in winter)

• Low penetration (Chayawanprash)

OPPORTUNITIES

Opportunities are external changes, trends or needs that could enhance the business or

organization’s strategic position, or which could be of a benefit to them. This section will outline

opportunities that Dabur India is currently facing.

• Extends Vatika brand to new categories like skin care & body wash segment.

• Untapped market (chayawanprash)

• Market development

• Southern India market.

THREATS

Threats are factor which may restrict damage or put areas of the business or organization at risk.

They are factors which are outside of the company’s control. Being aware of the threats and being

able to prepare for them make this section valuable when considering contingency plans and

strategies. This section will outline main threats Dabur India is currently facing.

• Competition in the FMCG sector from well-established names.

• Substitute products available on the market present a major threat to Dabur India.

• Consumer lifestyle changes could lead to less of a demand for Dabur India

product/services.

• Existing competition (like Himani, baidyanath,and zandu for Dabur chayanwanprash and

marico, keo karpin, HLL and bajaj for vatika hair oil )

• New entrants in the market.

MARKETING STRATEGIES

A marketing strategy is a long-term plan carried out promote the goods and services of a company.

Strategies are the long-term plans made to achieve the organizational goals and marketing deals in

the selling or promotion of goods and services with a primary aim of customer satisfaction.

Dabur’s marketing strategy aims at continuing its brand image by providing a variety of products

and using print media and sales promotion for reaching out to its customers.

I. PRICE

Price is normally expressed in monetary terms. it is worth of a product or service in monetary

terms. Price is the value which a buyer passes on to the seller in lieu of the product or services

provided. Price is a crucial determinant of the fact whether the exchange between the buyer and

seller should materialize or not. While pricing the product three main factor should be kept in

mind-:

1. Cost

2. Competition

3. Consumer demand

Pricing strategies of Dabur

Dabur is today seen as far more proactive in the market Dabur is now an external oriented

company. Across the whole organization the company have one definition of winning and that

means not just growing but growing completely. Over the last two year, Dabur has maintained its

operating margins through judicious price hikes across products and reduction in pack sizes.

The three main factors affecting the pricing strategies have been discussed:

1. COST

One of the most important factors to take care while pricing is the cost set the floor for pricing

decision.

2. COMPETTION

Competition is another important consideration while pricing. But when there are competitors

selling the same or similar products, the pricing freedom is considerably reduced. Its price must

fall in line with the competitors. Similarly, Dabur India limited also has many competitors.

1. Hindustan unilever limited

2. Proctor and gamble

3. Pepsi co.

4. Colgate Palmolive

3. CONSUMER DEMAND

Dabur learned that majority of Indian population tends to go towards the Indianized natural

and herbal products thus they made it their USP.

II. PLACE

Place in the context of marketing mix refer to a set of decision that need to be taken in order

to make the product available to the customer for purchase and consumption.

CHANNEL OF DISTRIBUTION

Dabur ‘s distribution network is recognized as one of its key strengths. Its focus is not only to

enable easy access to our brands but also to touch consumer with a three-way convergence of

product availability, brand communication and higher levels of experience.

III. PROMOTION

Once the product has been manufactured, priced rightly and is distributed. There are different

promotional activities like Advertising, Sales promotion, Trade promotion, Personal selling, etc.

but one of the most convenient and effective one that most of the industries uses is the Advertising

and Sales Promotion.

ADVERTISING

Advertising is a form of communication that typically attempt to persuade potential customers to

purchase or to consume more of a particular brand of product or service.

Dabur has created the huge brand image and a vast product following by associating mega-names

like Amitabh Bachchan, Rani Mukherjee, Vivek Oberoi, mandira Bedi etc. Dabur invested rupees

150 crore just on the advertising of “real fruit juice” and “real active”. So far, the company has

been successfully in this mission as the people now know the brand and ask for its product by the

name.

SALES PROMOTION

“An activity designed to boost the sales of a product or services. It may include an advertising

campaign, a free sample campaign, offering free gifts, trading stamps, exhibition, setting up

competition with attractive prices, telemarketing etc.

Sales promotion involved short-term investment to encourage buyers to purchase a product. Its

aim is to encourage immediate purchase of the product.

SALES PROMOTIONAL TOOLS OF DABUR

• Price promotion

• Coupons

• Gift with purchase

• Point-of-sale displays

• Free samples

• Sales contest

• Incentives

AWARDS AND ACHIVEMENTS

• Dabur ranked 182 in the ET-500 list of India Inc’s Heroes.

• Dabur ranked 7th most respected company in the Fast-Moving Consumer Goods space in

India.

• Dabur ranked among Top 10 Best companies to work for in the Goods and Durables

sectors.

• Dabur ranked 45 among most trusted brands in India, according to Brand Trust Report,

India Study, 2011.

• The Burman family, promoters of Dabur, ranked 20th in Forbes ‘The 100 richest Indians’

list.

• Dabur listed among the enterprises that are ‘Doing India Proud’ in Limca Book of records

2010.

• Dabur ranked 200 in the Fortune India 500 list that ranks India’s 500 largest corporations.

• Dabur India Limited ranked as India’s Most Customer Responsive FMCG Company.

• Dabur Chyawanprash Immune India Campaign and Dabur Glucose-D ace the pace bag

International Promotion Marketing Award of Asia 2010.

SUGGESTIONS

• Focus on growing core brands across categories.

• Reaching out to new geographics, within and outside India.

• Improve operational efficiencies by leveraging technology.

• Be the preferred company to meet the health and personal grooming needs of our target

consumers with safe, efficacious, natural solutions by synthesizing the deep knowledge of

Ayurveda and herbs with modern science.

• Provide consumers with innovative products within easy reach.

• Vatika hair care centre: On the lines of Marico’s Kaya Clinic, Dabur could start a venture

called Vatika hair care center which would provide total hair care solutions. It could have

hair care experts to solve hair problems. Services could include dandruff treatment,

straightening of hair, treatment for split, etc.

• Position of Dabur Chyawanprash as not more of a medicine but as something which is

necessary for health.

• More initiatives like “Dabur ki deewar” to increase brand visibility. It is an initiative to

occupy shelf space.

CONCLUSION

It was really a very great experience to study this FMCG Company “Dabur India Limited”. After

going into all aspects i.e., marketing strategies, Policies, Pricing strategies, etc. we can conclude

that company is excellent on all the fronts.

The company's different project like Sundesh and its social initiatives in Nepal etc. indicates that

the company is also loyal toward the society, and all such social responsibilities are very necessary

to build a strong customer base and brand loyalty.

Through its comprehensive range of products, it touches the lives of all consumers in all age

groups, across all social boundaries. And this legacy has helped them develop a bond of trust with

our customers. That guarantees us the best in all product carrying the Dabur name.

Dabur has strong distribution network. Dabur is the 4th largest FMCG company of India. Dabur

is one of the most trusted brands. Dabur is a direct selling business arm. Dabur also render services

to the community, focus on health and hygiene education, empowerment of women, and water

management.

Dabur India Limited's distribution over 1 million retail outlets across India directly and

is its products are available in over 6.3 million outlets in the country, nearly 80% of all retail outlets

in India.

Dabur is one of the country's largest exporter: it has been recognized as the Golden Superstar

Trading House by the Government of India.

BIBLIOGRAPHY

WEBSITES

https://www.dabur.com/about%20Dabur-Company%20History

https://www.indiainfoline.com/Markets/Company/Background/Company-Profile/Dabur-India-

Ltd/500096

https://www.researchchandmarkets.com/reports/2218915/dabur_india_limited_strategy_andrepor

t

https://www.marketresearch.com/IS-Advisors-v3900/FMCG-Sector-India-Strategic-Review-

7429151/