Professional Documents
Culture Documents
Dabur
Dabur
CPP Report
Titled
DABUR INDIA LIMITED
For fulfilling the requirement of the award of degree of BBA
Subject CPP (IMS-306)
Submitted by:
The director
Name
: Beena Devi
Roll No. : 44
Registration No14UMI16
Batch
: 2014-15
CONTENT
CHAPTER 1-Company profile
1 Company sector
2 Company profile
2 Business Level
a) Business definition
b) Business Model
3 Goals
4 Objective
CHAPTER 3- Swot Analysis
1 strengths
2 weakness
3 opportunities
4 threats
Bibliography
Appendices
EXECUTIVE SUMMMARY
Dabur (Dabur India Ltd.) is the fourth largest Fast Moving Consumer Goods (FMCG)
company in India with consolidated Revenues of over INR 7,800 Crores and Market
Capitalisation of over INR 46,600 Crore (at the end of 2014-15). Building on a legacy of
over 130 years, Dabur is today Indias most trusted name and the worlds
largest Ayurvedic medicine & related products manufacturer and Natural Health Care
Company.
Dabur India's FMCG portfolio today includes five flagship brands with distinct brand
identities: Dabur as the master brand for natural healthcare products, Vatika for premium
personal care, Hajmola for digestives, Ral for fruit-based beverages and Fem for facial
bleaches and skin care.
Over the last two years Dabur has been trying to change the packaging and the
communication of its products more contemporary. It introduced a new packaging for its
flagship brand Dabur Chyawanparash and used Amitabh Bachchan for its new
advertising campaign. It has signed up oher brand ambassadors like Bollywood actress Rani
Mukherjee and cricket sensation Virender Sehwag.
Declaration
I, BEENA DEVI hereby declare that the project entitled "DABUR INDIA LTD, assigned
by Institute of Management Studies for the fulfillment of MBA 5year course from Institute of
Management Studies Kurukshetra University.
This project report has not been submitted to any other Institute or University for award of
any other degree. `
Name-BEENA
Roll no-44
Acknowledgement
I feel immense pleasure to give the credit of my project work not only to one individual effort
of all those who concern with it. I want to thanks to all those individual who guided me to
move on the track.
The project entitled DABUR INDIALTD
I am gratefully indebted to Mrs.Sangeeta for providing me all the necessary help and
requirement guidelines for the completion of my project and also for the valuable time that
he gave me from his schedule.
Signature
BEENA
CHAPTER- 1
COMPANY PROFILE
Consumer goods are tangible goods that are purchased for direct consumption to satisfy a
human need or want. This is in contrast to producer goods, which are purchased as an input
to produce another good.
As I said, consumer goods are those that are purchased for direct consumption.
'Consumption' in this context does not necessarily mean consume, as in eat. There are plenty
of consumer goods that no one would consider eating, such as clothes. Clothing is a good
purchase to satisfy a human need - the need to be clothed.
Another way to identify a consumer good is to think of a production line. The goods used as
inputs at the beginning of the production line are not consumer goods; these would be
considered capital or producer goods, and might include cloth, plastic, or other materials. The
good that is produced at the end of the production line (the clothing item) is a consumer
good. It's a final end product made for a buyer to consume.
Consumer goods can be further categorized into durable and non-durable goods. The life
expectancy of each good is the most direct method of determining a durable from a nondurable consumer good.
sA durable good is a consumer good with an extended life expectancy, like a car, which most
people expect to last for years. Other examples of durable goods would include appliances,
homes, vehicles, etc. All of those items are purchased to meet a human want or need and are
not used as an input to produce another tangible product. It would take several uses and years
to deplete the value of these goods.
PROFILE
Dabur India Limited
Celebrate Life
Type
Public
company
(NSE, BSE)
Industry
Founded
1884
Founder
Dr. SK Burman
Headquarters
Area served
Worldwide
Key people
Dr Anand
Burman
Chairman
Mr. Amit
Burman
Vice-chairman
Mr.
Sunil
Duggal
CEO
Mr.
P.
D.
Narang
Group
Director
'Mr. Mohit
Malhotra
(CEO)
CEO Dabur International
Products
Dabur
Amla,
Dabur
&
shampoo,
Dabur
78.06
billion (US$1.2 billion)
(2014-2015)
Net income
10.66
billion(US$160 million)
(2014-15)
Owner
Number
Burman family
of 6,434 (2014-15)
employees
Website
Dabur.com
Dabur (Dabur India Ltd.) is the fourth largest Fast Moving Consumer Goods (FMCG)
company in India with consolidated Revenues of over INR 7,800 Crores and Market
Capitalisation of over INR 46,600 Crore (at the end of 2014-15). Building on a legacy of
over 130 years, Dabur is today Indias most trusted name and the worlds
largest Ayurvedic medicine & related products manufacturer and Natural Health Care
Company. Today, Dabur has a portfolio of over 381 trusted products spread across 21
categories and over 1,000 SKUs. Dabur was founded in 1884 by Dr. S. K. Burman, a
physician in West Bengal, to produce and dispense Ayurvedic medicines. Dr. Burman
designed Ayurvedic medication for diseases such as cholera and malaria. Soon the news of
his medicines traveled, and he came to be known as the trusted 'Daktar' or Doctor who came
up with effective cures.
From its humble beginnings in the bylanes of Calcutta, Dabur India Ltd has come a long way
today to become one of the biggest Indian-owned consumer goods companies with the largest
herbal and natural product portfolio in the world. Overall, Dabur has successfully
transformed itself from being a family-run business to become a professionally managed
enterprise.
Dabur India's FMCG portfolio today includes five flagship brands with distinct brand
identities: Dabur as the master brand for natural healthcare products, Vatika for premium
personal care, Hajmola for digestives, Ral for fruit-based beverages and Fem for facial
bleaches and skin care.
PRODUCTS
From being an Ayurvedic medicines manufacturer, Dabur diversified into the personal care
category in the 1940s with the launch of its hair oil brand 'Dabur Amla hair oil'. Today,
Dabur has over 60 million dedicated consumers of Dabur Amla Hair Oil, making it the
largest selling hair oil in the country. Dabur expanded its product portfolio with the
introduction
of
Indias
first
brandedChyawanprash,
digestive
tablets
under
the
brand Hajmola, a range of hair care products under the brand Vatika and packaged fruit juices
under the brand Ral. Dabur's line of products are made in twenty manufacturing units, eight
of which are located outside India
Company Name
Current Price
Previous
Price
High Price
Low Price
6126.50
6152.35
6215.00
6102.00
4955.05
4909.50
4989.45
4901.25
1235.50
1304.95
1251.00
1227.00
Emami Ltd.
1132.30
1252.65
1155.00
1125.00
944.20
1914.60
947.65
937.15
790.85
836.20
794.00
786.90
393.00
406.10
396.60
392.00
367.45
366.75
372.80
363.00
311.60
306.30
318.90
310.10
44.60
49.20
44.60
42.00
Nestl India
GCMMF (AMUL)
Dabur India
Asian Paints (India)
Cadbury India
Britannia Industries
Procter & Gamble Hygiene and Health Care
Marico Industries
sPersonal Care and Stationery. ITC is one of the countrys biggest foreign exchange
earners(US3.2 billion in the last decade). The Companys e-Choupal initiative is enabling
Indian agriculture significantly enhance its competitiveness. It earned revenues of Rs.5,000
crores & a net profit margin of 25% in December 2010.
Nestle Ltd.
Nestle India is a subsidiary of Nestle S.A. of Switzerland. With a market cap of Rs.35,
000 crores it operates with seven factories and a large number of co-packers. The main
business includes manufacture of Milk products. It specializes in infant food, while the other
products in this range 52 are ghee, dahi & dairy whitener. It also has a diversified product
chain like prepared dishes & cooking aids the major one being Maggi, others are sauces,
pasta, beverages like coffee & iced and instant tea. Nestle is also known for its chocolate &
confectionery range the major brands being Kitkat, polo & bar-one. The sale is not only
limited to India but also abroad. The company marked a steady growth in 2010 with Rs.
1,000 crores as revenues & a net profit margin of 15%. It has been acknowledged amongst
Indias Most Respected Companies and amongst the Top Wealth Creators of India.
Dabur India
Dabur India Limited is the fourth largest FMCG Company in India with
Market Capitalization of Rs.16,000 crores. Dabur operates in key consumer products
categories like Hair Care, Oral Care, Health Care, Skin Care, Home Care & Foods. For the
past 125 years, the company has been dedicated to providing nature-based solutions for a
healthy and holistic lifestyle. They touch the lives of consumers, in all age groups, across all
social boundaries. Dabur specializes in Ayurvedic products. Some well known in the
category are Chyawanprash, baby medicines Janam-Ghutti & gripe water, Hajmola,
Glucose-D & Pudinhara. It earned a revenue of Rs.900 crores & a net profit margin of 14%
in Dec10.
Colgate
With Rs.11,000 crores as the market capitalisation & Rs.500 crores revenues with a
net profit margin of 11% in 53 December 2010, Colgate Palmolive Ltd. is a truly global
company serving hundreds of millions of consumers worldwide. Started as a small soap &
candle company, the company is now 200 years old. Colgate is well known for its Oral care
products like toothpastes & toothbrushes. Lately introduced Colgate sensitive toothpaste
takes care of the sensitive teeth. It has also diversified its business into personal care & home
care, professional care trusted by dentists across the country.
Marico Ltd
Marico is a leading Indian Group in Consumer Products & Services in the
Global Beauty and Wellness space. Maricos Products and Services in Hair care, Skin Care
and Healthy Foods generated a turnover of about Rs. 26.6 billion during 2009-10. The
company has a market capitalisation of Rs.8,000 crores. Marico markets well-known brands
such as Parachute, Saffola, Sweekar, Hair & Care, Nihar, Shanti, Mediker, Revive, Manjal,
Kaya, Aromatic, Fiancee, Hair Code, Caivil, Code 10 and Black Chic. Maricos brands and
their extensions occupy leadership positions with significant market shares in most
categories- Coconut Oil, Hair Oils, Post wash hair care, Anti-lice Treatment, Premium
Refined Edible Oils, niche Fabric Care etc. Marico is also present in the Skin Care Solutions
segment through Kaya Skin Clinics in India, Middle East and Bangladesh.
CHAPTER-2
HIERARCHY OF STRATEGIC INTENT
CORPORATE LEVEL
VISION
To become the leading & most respected Preclinical Contract Research organization
from India creating value for its clients & stakeholders
The vision of Dabur India is one of creating health and wellbeing in every household.
The company aims to provide products that will improve the lifestyles of individuals through
the easing of medical conditions and the improvement of the state of the mind and body; this
is its primary mission. Of course, it should be noted that Dabur India is a business out
to make a profit, so some could say that maximizing this in the long term is the company's
mission. Dabur India is India's fourth largest FMCG company, and sells a range of products
relating to hair care ,or care ,and other such well being aspects.
Using health and wellbeing products
If you are suffering from a minor medical condition, or simply want to feel better within
yourself, it may be beneficial to use a number of health and wellbeing products. You should
consider your day-to-day activities and note what gets you down. For instance, if you feel
tired and sluggish in the morning, you could purchase some iron tablets, or invest in sleeping
aids if you find it difficult to drift off.
A word of advice
Whilst many health and wellbeing products can be highly useful, some are not so effective.
In many cases the retailer will make over exaggerated claims regarding what their products
can achieve. A recent example of this is firms selling pro-biotic drinks; advertising schemes
were incredibly misleading and the firms were later apprehended.
In addition, over the counter products cannot be used as a substitution for those obtained
through a doctor. If you are suffering with a health problem, you should seek proper medical
attention as soon as possible. This is the most effective way in which to resolve such issues.
See your doctor sooner than later to prevent long term problems.
MISSION
chain
To bring the India advantage to our clients while maintaining the global quality of
services rendered
BUSINESS LEVEL
BUSINESS DEFINITION
Dabur, the homespun herbal specialist brand, is all set to get a new look. Dabur
India Ltd has engaged the services of DMA, a part of the Alia group, to redesign the age-old
brand logo in order to give it a more contemporay feel
Dabur is the world's largest ayurveda brand, its precise valuation is not known. Dabur India
clocked a turnover of Rs 1,159 crore in 2003-04, a substantial part of which was under the
Dabur umbrella brand.
The company has put together a new brand architecture wherein Dabur has become the
master brand for its healthcare products like chyawanprash.
The new look comes at a time when Dabur India Ltd has halked out an agressive growth
strategy in India as well as abroad in markets like West Asia, the United States and Europe.
Over the last two years Dabur has been trying to change the packaging and the
communication of its products more contemporary. It introduced a new packaging for its
flagship brand Dabur Chyawanparash and used Amitabh Bachchan for its new
advertising campaign. It has signed up oher brand ambassadors like Bollywood actress Rani
Mukherjee and cricket sensation Virender Sehwag.
Business model
Though Dabur is the world's largest ayurveda brand, its precise valuation is not known.
Dabur India clocked a turnover of Rs 1,159 crore in 2003-04, a substantial part of which was
under the Dabur umbrella brand.
The company has put together a new brand architecture wherein Dabur has become the
master brand for its healthcare products like chyawanprash.
The new look comes at a time when Dabur India Ltd has halked out an agressive growth
strategy in India as well as abroad in markets like West Asia, the United States and Europe.
Over the last two years Dabur has been trying to change the packaging and the
communication of its products more contemporary. It introduced a new packaging for its
flagship brand Dabur Chyawanparash and used Amitabh Bachchan for its new advertising
campaign. It has signed up oher brand ambassadors like Bollywood actress Rani
Mukherjee and cricket sensation Virender Sehwag.
Goal
To improve profitability
To increase efficiency
To capture a bigger market share
To provide better customer service
To improve employee training
To reduce carbon emissions
Objective
The short term objectives are:
Chapter -3
SWOT ANALYSIS
Swot
Strengths:
The strengths of a business or organisation are positive elements, something they do
well and isunder their control. The strengths of a company or group and value to it, and can
be what gives itthe edge in some areas over the competitors. The following section will
outline main strengths of dabur india
Strong presence in well defined niches(like value added Hair Oil and
Ayurvedaspecialties)
Core knowledge of Ayurveda as competitive advantage
Strong Brand Image
Product Development Strength
Strong Distribution Network
Extensive Supply Chain
IT Initiatives
Weaknesses:
Weaknesses of a company or organisation are things that need to be improved or
perform 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
Opportunities:
Opportunities are external changes, trends or needs that could enhance the business
or organisations strategic position, or which could be of a benefit to them. This section will
outlineopportunities that dabur india is currently facing.
Untapped Market(Chyawanprash)
Market Development
Export opportunities.
Innovation
Increasing income level of the middle class
Creating additional consumption pattern
Threats:
Threats are factors which may restrict, damage or put areas of the business or
organisation atrisk. They are factors which are outside of the company's control.
Being aware of the threats and being able to prepare for them makes this section
valuable when considering contingency plansand strategies. This section will outline
main threats dabur india is currently facing.
india products/services.
Tax increases placing additional financial burdens on dabur india could be a threat.
Change in demographics could threaten dabur india.
The financial burden of increasing interest rates could be a threat to dabur india.
Regulations requiring money to be spent or measures to be taken could put financial
Other pressure on dabur of india
CHAPTER-4
PORTERS DIAMOND
PORTER DIAMOND
1) The threat of substitute products:
should ensure that it offers quality products for all income groups
players and competitors are Hindustan Unilever Ltd., Tata Tea, Nestle India Ltd.,
Britannia Industries Ltd., Colgate Palmolive Ltd., Marico Ltd.
PESTLEPolitical factor
FMCG companies eagerly awaits goods and services tax (a single nationwide tax, ) which
will cut business costs
Economic factors
India is one of the largest economies in the world in terms of purchasing power The demand
in FMCG sector is expected to triple in value by 2015 from its 2008 value; driven by the rise
in the share of the middle classAccording to the BRIC's report indicates that India's per capita
disposable income is expected to rise to USD 1150 by 2015.
The fast rising economic performance of Indian Economy has created an environment of
optimism on the part of the investors to invest more.
However, the FMCG companies have to tackle inflation
Social factors
India is the second most populous country in the world, with over 1.18 billion
people (estimate for April, 2010)Around 72.2 per cent of the total households in India (742
million) reside in the rural areas (2001 census)Rapid urbanization, increased literacy and
rising per capita income have all caused rapid growth and change in demand patterns, leading
to an explosion of new opportunities
LegalIndian Laws pertaining to Consumers, Employments, labour, Health and safety are applicable
for Dabur
CHAPTER-5
FINANCIAL STATEMENT
INCOME STATEMENT
Period Ending
31-Mar-2015
31-Mar-2014
31-Mar-2013
31-Mar-2012
Total Revenue
Cost of Revenue
78,114,000
39,067,000
70,611,000
35,701,000
61,556,000
31,756,000
53,054,000
28,352,000
Gross Profit
39,047,000
34,911,000
29,800,000
24,702,000
Research Development
Non Recurring
Others
65,754,000
59,728,000
Operating Expenses
12,361,000
10,884,000
52,320,000 45,059,000
9,236,000
7,995,000
12,361,000
10,884,000
9,236,000
7,995,000
(255,000)
(330,000)
(349,000)
(304,000)
2,509,000
2,191,000
1,826,000
1,464,000
(26,000)
10,685,000
(25,000)
9,165,000
(24,000)
7,658,000
8,000
6,441,000
Non-recurring Events
Discontinued Operations
Extraordinary Items
Other Items
Net Income
Preferred Stock And Other Adjustments
10,658,000
-
9,139,000
-
7,634,000
-
6,449,000
-
Balance sheet
(Rs crore)
Mar ' 15
Mar ' 14
Mar ' 13
Mar ' 12
Mar ' 11
Sources of funds
Owner's fund
Equity share capital
175.65
174.38
174.29
174.21
174.07
2,160.54
1,727.96
1,420.49
1,128.28
927.09
15.74
17.79
22.47
19.12
17.57
113.39
26.50
219.11
254.15
235.78
2,465.32
1,946.63
1,836.36
1,575.76
1,354.51
1,093.98
1,017.04
937.70
864.68
766.88
0.78
411.46
363.39
321.12
279.35
269.32
Net block
682.52
653.65
616.58
584.55
497.56
12.22
16.73
17.07
11.58
11.92
1,778.17
1,118.42
729.41
552.72
519.23
Capital work-in-progress
Investments
Mar ' 15
Mar ' 14
Mar ' 13
Mar ' 12
Mar ' 11
1,215.45
1,333.00
1,464.83
1,301.90
1,317.26
1,223.04
1,175.17
991.53
874.99
1,074.41
-7.59
157.83
473.30
426.91
242.85
82.95
2,465.32
1,946.63
1,836.36
1,575.76
1,354.51
438.64
742.80
434.33
307.48
101.60
1,342.16
377.26
295.06
245.22
421.02
Contingent liabilities
1,553.80
1,338.05
1,719.07
1,341.72
1,075.89
17565.12
17438.13
17429.35
17421.01
17407.24
RATIO
Parameter
MAR'15
MAR'14
0.00
0.00
0.00
0.00
Current Ratio(x)
CHAPTER-6
LATEST NEW ABOUT THE COMPANY
New Delhi: FMCG firm Dabur India Ltd on Monday said sales of its Real brand fruit juices
in India may be affected due to blockade of certain Indo-Nepal border crossings.
"Due to the current state of unrest in Nepal, and the resultant blockade of certain border
crossings, the supply of products by our subsidiary Dabur Nepal Pvt Ltd has been affected.
This may temporarily impact the sales of the our Real Brand fruit juices in India," Dabur
India said in a filing to the BSE.
Dabur manufactures Real juices in its plants in India, Nepal and Sri Lanka. Due to the IndiaNepal border blockade, it cannot import products in India.
"The financial impact cannot be ascertained accurately due to the ongoing nature of the
situation," it further said.
Meanwhile, Dabur India said it has "pro-actively initiated a mitigation strategy involving the
ramp-up of production at other manufacturing facilities in India, and at our manufacturing
facility in Sri Lanka - Dabur Lanka Pvt Ltd".
"These measures will help in mitigating the potential sales loss due to the Nepal unrest," it
added.
However, there is no impact on sales within Nepal.
As of 12:23 p.m., shares in Dabur India were trading 0.1 per cent lower at Rs 272.25 apiece
on the BSE, whose benchmark Sensex index was up 0.5 per cent
BIBLIOGRAPHY
www.indeed.co.in/dabur
www.dabur international.com/
https://en.m.wikipedia.org/wiki/dabur
indiatimes.com//dabur
www.slideshare.com/dabur
ANNUAL REPORT
Parameter
MAR'15
MAR'14
YoY
( Cr.)
( Cr.)
%Change
175.65
174.38
0.73%
Total Reserves
2,108.85
1,639.04
28.66%
Shareholder's Funds
2,336.19
1,902.34
22.81%
Long-Term Borrowings
0.00
0.00
0.00%
Secured Loans
0.00
0.00
0.00%
Unsecured Loans
0.00
0.00
0.00%
50.35
42.64
18.08%
0.00
0.00
0.00%
0.00
0.00
0.00%
315.52
312.87
0.85%
365.87
355.51
2.91%
Trade Payables
756.64
704.67
7.38%
170.22
147.30
15.56%
129.13
44.29
191.56%
590.58
543.25
8.71%
1,646.57
1,439.51
14.38%
Total Liabilities
4,348.63
3,697.36
17.61%
Non-Current Assets
0.00
0.00
0.00%
Gross Block
1,122.90
1,042.19
7.74%
440.38
388.54
13.34%
0.00
0.00
0.00%
Net Block
682.52
653.65
4.42%
0.00
0.00
0.00%
12.22
16.73
-26.96%
0.00
0.00
0.00%
0.00
0.00
0.00%
Assets in transit
0.00
0.00
0.00%
1,407.00
554.75
153.63%
285.03
287.58
-0.89%
2.00
0.00
100.00%
2,388.77
1,512.71
57.91%
371.17
563.67
-34.15%
Current Liabilities
ASSETS
Inventories
550.60
558.20
-1.36%
Sundry Debtors
338.79
323.12
4.85%
123.94
297.47
-58.34%
73.74
54.74
34.71%
501.62
387.45
29.47%
1,959.86
2,184.65
-10.29%
313.29
745.14
-57.96%
1,588.69
1,620.98
-1.99%
0.00
0.00
0.00%
Total Assets
4,348.63
3,697.36
17.61%
Contingent Liabilities
187.29
186.29
0.54%
Total Debt
129.13
44.29
191.56%
13.01
10.40
25.07%
13.01
10.40
25.07%
PROFIT&LOSS
Gross Sales
5,505.66
4,926.22
11.76%
Parameter
MAR'15
MAR'14
Change %
( Cr.)
( Cr.)
0.00
0.00
0.00%
0.00
0.00
0.00%
Less: Excise
74.38
56.14
32.49%
Net Sales
5,431.28
4,870.08
11.52%
EXPENDITURE:
Increase/Decrease in Stock
-31.96
-12.56
-154.46%
2,858.34
2,574.95
11.01%
50.61
49.87
1.48%
Employee Cost
392.99
343.93
14.26%
57.42
57.72
-0.52%
329.50
297.50
10.76%
798.71
718.30
11.19%
Miscellaneous Expenses
37.17
14.74
152.17%
Expenses Capitalised
0.00
0.00
0.00%
Total Expenditure
4,492.78
4,044.45
11.09%
938.50
825.63
13.67%
Other Income
137.85
109.66
25.71%
Operating Profit
1,076.35
935.29
15.08%
Interest
9.89
19.35
-48.89%
PBDT
1,066.46
915.94
16.43%
Depreciation
65.97
53.89
22.42%
1,000.49
862.05
16.06%
-23.96
-0.72
-3227.78%
976.53
861.33
13.37%
213.95
189.23
13.06%
PAT
762.58
672.10
13.46%
Extraordinary Items
0.00
0.00
0.00%
0.00
0.00
0.00%
1,335.02
1,090.03
22.48%
Appropriations
2,097.60
1,762.13
19.04%
200.00
175.00
14.29%
4.34
3.85
12.64%
13.01
10.40
25.07%