Professional Documents
Culture Documents
Dr. S.M Nazrul Islam: Assignment On: Course Title: Marketing Management Course Code: BBA3103
Dr. S.M Nazrul Islam: Assignment On: Course Title: Marketing Management Course Code: BBA3103
Dr. S.M Nazrul Islam: Assignment On: Course Title: Marketing Management Course Code: BBA3103
Submitted By
Md. Kawsar
ID: ASH1810038M
Session:2017-18 Year-3, Term-1
Department of Business Administration
Noakhali Science & Technology University
0
1
Abstract:
The major objective of this project is to design an IT Implementation
strategy for Dabur. Many of the FMCG companies in India have a similar
structure hence this IT strategy might as well be applicable to other companies
in the Indian FMCG sector. Most of the processes in Dabur have now been
computerized with the advancement of technology, but there is a disconnect
between various functions at Dabur and a major portion on data available
cannot be leveraged for obtaining competitive advantage due to this lack of
integration. We interviewed few of the professionals (ASMs and Sales
Executives) working in Dabur to get an idea of the existing processes in
Dabur. We also looked at the competitors of Dabur such as Reckitt Benckiser
and P&G to analyze processes followed there. We also looked at industry reports
on current trends in the Indian FMCG sector and current applicability of
Cloud Implementation in the FMCG segment. And then taking into account
the Vision, Mission and Goals of Dabur we were able to chalk out an
implementation plan for IT Strategy for Dabur.
Executive Summary :
Dabur is an Indian owned company,it is one of India's largest "ayurvedic"
medicine and natural consumer products manufacturer.Through a joint venture
with ACT Ltd. Dabur operates in Bangladesh as Asian Consumer Care(pvt)Ltd.
Dabur Bangladesh has many popular consumer product such as Dabur
honey,Dabur Amla hair Oil,Vatika hair oil,Vatika Shampoo,,Odonil etc.The
company aims to expand on introducing more of its others consumer brands
ans to introduce "ayurvedic" products in Bangladeshi market.
The three months spent in Dabur Bangladesh as a marketing intern has helped
me immensely to learn about the FMCG industry and the basics of marketing
function in the Bangladesh market.
2
Even though the company has limited knowledge about digital marketing and
has not still figured out how to calculate the ROI they are still looking farward to
expand on this marketing strategy,which they can successfully accomplish by
proper training.
Introduction:
Dabur sharpens focus on digital marketing, online campaigns and social media
to target young consumers. FMCG firm, Dabur India, is pursuing an aggressive
e- commerce and digital marketing strategy to tap millennials, who are expected
to be major consumers going forward.Dabur is one of the best Ayurvedic &
Natural Health Care Company in India.Dabur is an Indian consumer goods
company founded in 1884 by S. K. Burman. It manufactures Ayurvedic
medicine and natural consumer products. It is one of the largest fast-moving
consumer goods companies in India.Home-grown FMCG major Dabur is looking
to ride on 'digital revolution' pursuing an aggressive e-commerce and digital
marketing strategy to tap millennials, who are expected to be major consumers
going forward.
big MNC's Like HUL, P&G, Pepsico etc.Dabur India Limited (DIL) is the fourth
largest FMCG company in India. With a legacy of more than 120 years built on
attributes of quality and trust, Dabur has proven its expertise in the fields of
health care, personal care, Homecare and food.
– V.C. Burman
Dabur India Limited (DIL) is the fourth largest FMCG company in India. With
a legacy of more than 120 years built on attributes of quality and trust,
Dabur has proven its expertise in the fields of health care, personal care,
Homecare and Foods
Real fruit juice, Gulabari Jal, Health supplements, Hair oil & foods business are
stars with high market share but equally high competition.
Home care,personal care products are question marks due to the presence of
large giants in the market.
available to every nook & Corner Company has to choose the proper strategy.
Dabur is making the products available in the grocery/ pops & mums,
departmental stores etc. through 3 tier distribution system i.e. from C&F(
Carried & forwarding agent) -to stockist-to wholesalers –to Retail outlets –to
final consumers. In case of supermarket stores the products is made available
to Institutions through C& F.
SWOT analysis :
The abbreviation of "SWOT" is Strengths, Weaknesses, Opportunities
and Threats.Definition of 'SWOT Analysis -
Description:
SWOT is made of two parts: the strengths and weaknesses refer to the internals
of a company while the opportunities and threats are external to the company
and exist in the environment.
The two external factors, opportunities and threats, are not in the company's
control. The environment, composed of social, economic, legal, regulatory, national
and even international events, has to be continuously scanned to track these.
Dabur India SWOT Analysis and Marketing Mix:Dabur had crossed the billion
dollar turnover mark only in 2012. However, the Indian market has seen
increased competition in the herbal products sector. Several other brands are
competing with Dabur for market share including Zandu and Patanjali.
Recommendations:
No doubt Dabur is one of the best ayurvedic and natural health care
company in India.But there are no end to be best from better and for these
some things should strongly recommended.
1. Few categories e.g. Juices , Natural Oral care and Personnel Hygiene
are underpenetrated category. For example, Skin Care has 40% penetration,
Natural Oralcare at 25% and personnel Hygiene is just 7% penetrated in
India, hence provide large opportunity for companies like DABUR
3. Since PATANJALI’s entry into Honey and Toothpaste, company has suffered
from reduction in market share, according to our channel checks.
4. PATANJALI has been able to expand the market for Honey from INR 400
cr to INR 700 cr, and Toothpaste market from INR 6000 cr to INR 9000 cr,
which is beneficial for DABUR in the long run.
7
Conclusion:
After searching and reading a lot of Dabur company I have
concluded and highlighted some of the most prominent aspects
of the company.
First of all it is the largest ayurvedic and natural herbal making company in
the entire world which help me a lot in searching info about company on the
internet.I mean they have a very sophisticated and well updated website so
that whatever stuff what I needed was there.
Abstract:
When one thinks of the sleek, fashionable and modern man of today’s India, it
would be very unlikely that one would imagine him in khadi – the earthy,
humble, unassuming attire of an era gone by. Even so, through its latest
campaign ‘The story Re-spun’, Raymond manages to give the rustic fabric, a
runway twist.
Filmed in the backdrop of bright-white salt pans and crisp blue skies, this
creative storyline reiterates the powerful message of khadi and how it will
continue to be a movement of change – however this time with fashion
interpretation in fabric.
While the complete man has been at the core of Raymond’s marketing efforts for
a while now for the past year or so, the brand has been coming out with
product- specific communication, be it their ‘Whites’ campaign or even the recent
‘Black’ ad film.
Executive Summary:
The PRAYAS is certainly a new face lift given to the age old Ghandian
idea of "Swadeshi".Through this we intented to fuse the Corporate Social
Responsibility with the core strategy of the company by keeping in mind
the civil society.
In today's context the globalised generation has literally forgotten about "
khadi".A cascading effect of this change has brought about the change even
in the dressing style of the older generation,Which hitherto has always been
seen as the main proponents,most of whom see more as a ideological baggage
that is a compulsion.
2. Limited range which in turn has limited its appeal to just the older
generation.
Introduction:
Raymond company:Raymond Group is an Indian branded fabric and fashion
retailer,incorporated in 1925. It produces suiting fabric, with a capacity of
producing 31 million meters of wool and wool-blended fabrics.
9
Raymond was first to forge the first partnership with Khadi & Village
Industries Commission (KVIC) and will promote the fabric in India and
global markets.
Kolkata- Textile and apparel major Raymond Ltd will launch 'Khadi by Raymond'
on October 2.
Raymond was first to forge the first partnership with Khadi & Village
Industries Commission (KVIC) and will promote the fabric in India and
global markets.
"We have decided to launch the khadi range on Gandhi Jayanti on October 2.
We will launch it through 300 exclusive stores and about 10 KVIC stores
across India. It will be introduced to international markets also in near future,"
Raymond VP & head sales Ram Bhatnagar told ."The range will be in the mid
to premium segment," he said.He did not rule out exclusive Raymond Khadi
stores in future.
Raymond's offering in Khadi range will begin from Rs 700 onwards for a
metre of fabric. It will also offer premium product Khadi lines including suits.
All Khadi items will be 100 per cent hand woven and handmade.
The company is initially working with 40 khadi clusters across India and will
expand gradually.Raymond will procure silk fabric from Murshidabad and
muslin cotton from South India khadi clusters, officials said.
10
Directors and Employees of the Company must respect and comply with all
laws, rules and regulations of India and other countries in which the Company
conducts its business. They should strive to keep themselves updated in
relation to laws/statutory compliances applicable to their scope of work.
ETHICAL CONDUCT
Directors and Employees of the Company must help to create and maintain
a culture of high ethical and professional standards. They are also
expected to:
FAIR DEALING:
Each Director and Employee of the Company shall endeavour to deal fairly with
the Company's customers, suppliers, dealers, investors and competitors. No
Director or Employee of the Company should take unfair advantage of anyone
through manipulation, concealment, abuse of privileged information,
misrepresentation of material facts, or any other unfair dealing practice.
CORDIAL RELATIONS
The Directors and Employees of the Company should make all efforts to
establish
11
cordial relationships with all stakeholders of the Company with whom they
interface while carrying out their duties for the Company and must try to
make positive contributions to the communities in which they perform such
duties
Corporate opportunity:
The Directors and Employees of the Company are prohibited from:
The Company recognises its social responsibilities and aims at enhancing the
quality of life of its workforce and their families. The Company pursues a
clear policy dealing with employment practices, health and safety of its
Employees. The Company provides working conditions, which are safe and
healthy.
SWOT Analyses:
Strength:
potential. 2.Eco-friendly
values.
12
Weaknesses:
4.Lack of funds
Recommendations:
Weakness: The main weak point of Khaadi is that they have a weak clothing line
for men. Their cost structure is very expensive especially their embroidery
dresses.
Opportunities: Khaadi offers new products of high quality to new markets.
more effective.
people.
Conclusion:
Raymond is a big fashion brand name in India, it has become a synonym for
men's wear. Raymond showrooms are well managed and offers the good
service.
Raymond's emerged as a undisputed market leader in the garment industry.
12
The
13
brand Raymond has the unique perception over its customers psyche.
Finally from this case study and from knowing huge about this topic we can
say that Raymond make khadi more preferable and advance.