AYUSH GOYAL 1

Roll No. 17, MBA IB , IIFT 2010-12

Synopsis

International Marketing Management Project

Title
International Marketing strategies of Dabur India Ltd.

The company background

Dabur is today anointed as India's largest home spun FMCG Company. Its only other visible challenger to
this crown, Nirma, lost the plot years ago. In between the expansion of its product portfolio, and the
launch of new manufacturing capacities both within and without the country, Dabur has expanded its
presence across 60 countries, with 19 manufacturing plants to boot. (However, if the international
business division could crank up a turnover of only Rs 6 bn, then the company must be quite stretched,
figuratively speaking, as its footprint extends to 60 countries around the globe. And, somehow, the group
earned forex of only Rs 1.2 bn). The company is also busy acquiring brands to rapidly build up both size
and competence. It acquired the Balsara brand in FY06 and the Fem Care brand in FY10.

Need for going global

Its current sizeable brand portfolio extends from Real juices, to Dabur Chyavanprash, Dabur Honey and
Glucose D, the Vatika, Uveda and Amla range, the toothpaste brands Babool, Meswak and Dabur Red,
and, Hajmola, Odomos, Gulabari, and, several over the counter healthcare products. These products are
grouped under 3 strategic business units. The business units being, the Consumer Care Division,
International Business Division, and, the Consumer Health Division. The three divisions currently account
for 68%, 17.6%, and 8% respectively, of consolidated revenues.

The need for going global can be identified from two facts:

• The fore-sighted management of Dabur intends to double the group turnover to Rs 70 bn and
profits 10 bn, four years hence in FY14.

• The International Business Division constitutes 17.6 % only, a huge potential division for growth to
achieve the above mentioned growth

The Project
Then project will consider and analyzes the various challenges that Dabur faces in
its international operations and tapping new markets. Also important is the fact that
it is now the other way round that an Indian company is eyeing foreign markets, and
not so without competition- even Marico is going global. This provides a huge
potential and inspiration to take over the project.