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Dabur ppt on Organisation, marketing mix, strategy
This document provides an overview of Dabur, an Indian FMCG company. It discusses Dabur's vision, mission, organizational structure, supply chain, appraisal process, marketing mix, and corporate strategy. Some key points: - Dabur is India's 4th largest FMCG company with a presence in healthcare, personal care, and food products across over 50 countries. - Its organizational structure consists of 3 strategic business units and aims for a flatter, more efficient structure. - Dabur's corporate strategy focuses on vertical integration, diversification, and horizontal integration through acquisitions and expansion into new markets and categories over its 100+ year history.
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Dabur ppt on Organisation, marketing mix, strategy
- 1. Presented By- PARAS VOHRA SWATIMANUJA PRAGYA SHARMA GAURAV KUMAR
- 2. About Dabur •India’s 4thleading FMCG company. • Strategic business units in Healthcare, personal care and food care. • Legacy over 100 years. • widespread over 50 countries. •Leader in Herbal Digestives with 90% market share.
- 3. VISION & MISSION •VISION- “Dedicated to the health & well-being of every household” • MISSION-”maximizing shareholders’ value, by offering superior quality nature based products, improving consumers’ life in personal care, health care and foods.”
- 4. PRINCIPLES • Ownership • Passionfor Winning • People Development • Consumer Focus • Team Work • Innovation • Integrity
- 5. ORGANIZATION STRUCTURE • 3major strategic business units (SBU) – Family Products Division (FPD) – Healthcare Products Division (HPD) – Ayurvedic Specialities Ltd (ASL) – Key point about this structure-Flatter – Reengineer its sales and distribution structure
- 6. SUPPLY CHAIN • Dabur-The Oldest Supply Chain in India • Characteristics about the supply chain- – Wide and integrated distribution network – Improved distribution system through its unique Retails Excellence program, “DARE” – Direct Shipment Strategy – ,Dabur has achieved cost and lead time reduction
- 7. APPRAISAL PERFORMANCE • AppraisalProcess- – Established Performance Standards – Communicate Performance expectations to employees – Measure actual performance – Compare actual performance with set standards – Discuss the appraisal with the employees – To improve performance- KPA’s , KPI’s and MBO
- 8. MARKETING MIX • Product-Products that are of excellent quality and are herbal. – Oral products- Dabur Lal Dant Manjan – Health products- Dabur’s Honitus Cough Syrup, Dabur Active Blood Purifier for women – Skin products- Gulabari ,Moisturizing cream
- 9. PRICE As, Daburhad different sub-categories it came out with variable pricing to reach each and every target segment One- litre bottle of Cooler (juice) was priced at Rs.50 Selective Price Reduction to increase Demand Introduction of Smaller packs at Rs.5 Came out with Rs.1 sachet of Vatika Shampoo to increase market share Cutting Price to stand out against competition
- 11. PLACE Dabur constantlykept on increasing its geographic spread to increase its sales revenues Entered the South Indian Market Expanding in the International Market Presence in over 50 countries Subsidiaries established in Nepal, Nigeria, Bangladesh and Pakistan Focus areas : Asia Pacific, Afghanistan, Russia and other CIS countries
- 12. PROMOTIONS Different brandshave its own marketing and advertising team Different brands had different promotions Utilized the popularity of Indian films in the domestic and global markets to promote its brands Undertook the most advertising campaign with Mr. Bachchan endorsing Dabur brands Signed cricketer Virendar Sehwag and his wife for selected Oral, Hair and Healthcare products
- 13.
- 14. C CORPORATE STRATEGY Daburfollows three types of growth strategy: 1. vertical integration 2. Diversification 3. Horizontal integration
- 15. Vertical Integration 1884 Dr.SKBurman makes healthcare products in Calcutta. • 1972 Operation and plant setup in Delhi In 1896 Mass productions of formulations 1920 Dabur expands manufacturing units to narendrapura and daburgram
- 16. DIVERSIFICATION 2007-Foray into organized retail 2011-enters professional skin care market 1884-Only Ayurvedic medicines 1919-Research Labs 1979- Specialized in cancer treatement 1996- Separate divisions: Health care Family Product Ayurvedic
- 17. HORIZONTAL INTEGRATION 1992 Joint venture with Agrolimen, Spain 1995 Jointventure with Osem,Israel and Bongrain, France 2005 Acquires Balsara’s Hygiene and home products 2008 Acquires Fem Care Pharma 2011 Acquires30- plus from Ajanta Pharma 2010 Buys Hobi Kozmetik Also, Namaste LabsUS
- 18. Corporate Strategy • SENSORYIDENTITY Changing old Dabur tree. • STRATEGIC INTENT Expansion, Acquisition & Innovation across various segments.
- 19. Corporate Strategy Contd.. • RetrenchmentStrategy –Old ERP system replaced with SAP. • Three step approach for Stability –POS promotion and better stocking practice. –Customized packaging and commercials. –Product launches.
- 20. Growth Strategy • Growthin rural & urban demand. • Growth in organized retail sector. • Moved away from umbrella brand strategy. • Retaining Dabur as corporate brand strategy. • Enter into new catageries, innovative offereings.