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ANSOFFS MATRIX

DABUR INDIA PRIVATE LIMITED

ABOUT DABUR
During the late nineteenth century, most allopathic medicines were out of the reach for the vast majority of the Indian population, both in terms of price and availability. This encouraged a doctor from Calcutta, Dr. S.K. Burman, to establish a Company in order to provide low priced alternative in the form of a traditional Aurvedic medicines in villages. Dabur India Ltd. made its beginnings with a small pharmacy in 1884 Established by Dr. S K Burman at Kolkata.

The Company has come a long way in popularising and making easily available a whole range of products based on the traditional science of Ayurveda.

ANSOFFS MATRIX
MARKET PENETRATION PRODUCT DEVELOPMENT

MARKET DEVELOPMENT

DIVERSIFICATION

MARKET PENETRATION
Market Penetration - Seeks to achieve growth with existing products in their current market segments, aiming to increase its market share. TAGET MARKET: Maximum Indian population specially in villages.

IN ORDER TO REACH MASSES: 1986: Dr. Burman set up a manufacturing plant for mass production of formulations. Dabur went through several structural and strategic changes to maintain its market strength. The real mass production started in 1896. 1900s: Developed scientific processes and quality checks for mass production of traditional Ayurvedic medicines.

Increased production through developed scientific processes

PRODUCT DEVELOPMENT
Product Development - Develops new products targeted to its existing market segments.

1900s: Dabur enters the specialised area of nature-based Ayurvedic medicines, for which standardised drugs are not available in the market, hence they established research laboratories to develop their expertise in nature-based Ayurvedic medicines. 1919: Launch of full fledged research operations in pioneering areas of health care Ayurvedic medicines with establishment of the Dabur Research Foundation. 1979: Commercial production started in the new Sahidabad factory of Dabur, one of the largest and best equipped production facilities for Ayurvedic medicines.

Improved product through research operations

MARKET DEVELOPMENT
Market Development - Seeks growth by targeting its existing products to new market segments.
1920: Distribution of Dabur products spreads to other states like Bihar and the North-East and so is the further expansion with new manufacturing units at narendrapur and Daburgram.
1972: Daburs operations shift to Delhi. A new manufacturing plant is set up in Faridabad, on the outskirts of Delhi. 1986: Dabur India Ltd. Comes into being after reverse merger with Vidogum limited. 1992: Beginning a new chapter of strategic partnerships with international businesses, Dabur enters into a joint venture with Angrolimen of Spain. 1993: Dabur enters the specialised health care area of cancer treatment with its oncology formulation plant at baddi in himachal pradesh. 1995: Extending its global partnerships, Dabur enters into joint ventures with Osem of Israel for food and Bongrain of france for cheese and other dairy products. 2000: Dabur establishes its market leadership status with a turnover of Rs.1,000 crores. From a small beginning and upholding the values of its founder, Dabur now enters the august league of large corporate business. 2006 - Dabur India crosses the $2-billion mark in market capitalisation. The company also adopted US GAAP in line with its commitment to follow global best practices and adopt highest standards of transparency and governance.

MARKET DEVELOPMENT
Market Development - Seeks growth by targeting its existing products to new market segments.

DIVERSIFICATION
Diversification- Grows by diversifying into new businesses by developing new products for new markets.
1940 Dabur entered into Personal care through Ayurveda Dabur introduces Indian consumers to personal care with the launch of Dabur Amla Hair Oil. 1949 - Launched Dabur Chyawanprash in tin pack The ancient restorative Chyawanprash is launched in packaged form. 1970 - Entered Oral Care & Digestives segment Addressing rural markets where homemade oral care is more popular than multinational brands, Dabur introduces Lal Dant Manjan. With this a conveniently packaged herbal toothpowder is made available at affordable costs to the masses. 1978 - Launches Hajmola tablet 1996 - Enters foods business with the launch of Real Fruit Juice 2001 - Super specialty drugs With the setting up of Dabur Oncology's sterile cytotoxic facility, the Company gains entry into the highly specialised area of cancer therapy. 2007 - Foray into organised retail Dabur India announced its foray into the organised retail business through a wholly-owned subsidiary, H&B Stores Ltd. 2011 - Dabur enters professional skin care market Dabur enters professional skin care market with the launch of OxyLife Professional Facial Kit, created exclusively for professional use.

DIVERSIFICATION
Diversification- Grows by diversifying into new businesses by developing new products for new markets.

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