Marketing Management II

Project
Submitted by:
Aarohi Jewalikar (2016064)
Abhinav Khanna (2016065)
Chanchal Singh (2016077)
Chetna Dhingra (2016078)
Chirag Borkar (2016079)
Gaurav Mahnot (2016081)
Kamal Bahety (2016082)

Introduction

Dabur India : Building on legacy of quality and experience of over 125 years, it is 4 th largest
FMCG company in India.

It is helping people build better health by providing around 250 herbal and Ayurvedic products

With the increase in youth population, Dabur is attempting to re-engineer its existing products
to be more appealing to younger population

To increase its revenue contribution, Dabur is focusing on home care and personal care products
to be more competitive

SWOT analysis
Strengths

Weaknesses

-Established brand
-Strong brand image
-Strong distribution network
-Extensive supply chain
-Presence in around 60 countries
across the world

-Does not have direct company

outlets
-Higher prices for products as
compared to its substitutes
-Seasonal demand (like Chyawanprash
in winters only)

Opportunities

Threats

-Constant demands from the foreign

markets
-People becoming more health
conscious, hence more demand for
herbal and Ayurvedic products

-Allopathy products being used as

substitute to Ayurvedic products
-Consumer lifestyle changes can lead to
less demand in future

SWOT analysis
Strength
-Company Reputation
-High Product Quality
-Effective pricing Policy
-World Class Manufacturing units

Weaknesses
-Broadly focused on Content
marketing
-Unattractive Packaging

Opportunities
-Growing organic sector
-Untapped Global Market
-Make in India initiative
-Tie up with major e-tailers

Threats
-Allopathy products being used as
substitute to Ayurvedic products
-Consumer lifestyle changes can lead to
less demand in future

Product

Price

Competition is an important aspect to pricing. Dabur enjoys 65% market share

in 3 major products (Dabur Chyawanprash, Dabur Honey and Real fruit juice).

In 2012, it had a market share of 75% in aforementioned products and

Patanjali had severely dented Dabur due to low pricing.

Recommendations:

In order to counter Patanjali, we would suggest that Dabur should lower its
prices either by cutting its marketing expenses or improving its operational
efficiency.

As an alternative to attract customers and increase sales, Dabur may increase

the size of products in terms of weight or volume so as they get an advantage
when people compare prices of different brands

Place
Place in the context of
marketing mix refers to a
set of decisions that need to
be taken in order to make
the products available to
the customers for purchase
and consumption. Making
the products available to
the customers require
development of channels of
distribution and physical
distribution of products

PLACE

Dabur has its manufacturing plant at Nepal and at Jaipur where products are
manufactured and tested

Dabur procures raw materials worth around`500 Cr from a wide base of

vendors

The Company has wide and integrated distribution network for its around600
SKU delivering to around 2100 stockiest, further connecting to the thousands of
retail outlets covering every small and remote part to organized stores of India

Dabur has improved distribution system through its unique Retails Excellence
program, DARE (Driving Achievement of Retail Excellence)

Dabur has used Direct Shipment Strategy which was implemented in order to
bypass warehouses and distribution centres. Thus Dabur delivers products
directly to the retailers/consumer through the Institutions & Modern Trade
System
Recommendation

Reach out to new geographies such as international markets

Make use of e commerce technology which can help the company to sell to
geographically
disperse market and target and focus on specific segments
keeping the costs low

Promotion

References