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Dabur: A Project On Distribution Channel of
Dabur: A Project On Distribution Channel of
Dabur
Submitted to :-
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Content
1. Acknowledgement 3.
3. About DABUR 5.
Acknowledgement
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“If the words are symbol of undiluted feelings and token of gratitude then let
the words play the heralding role of expressing my feelings.”
No work can be carried out without the help and guidance of various persons. We
are happy to take this opportunity to express my gratitude to those who have been
helpful to us in completing this project report. They have been the source of guide
and motivation for the completion of the project.
We would like to thank our faculty guide Prof. U.C.MATHUR without whom
this project would not be possible.
"We are responsible for what we are, and whatever we wish ourselves to be, we
have the power to make ourselves. If what we are now has been the result of our
own past actions, it certainly follows that whatever we wish to be in future can be
produced by our present actions; so we have to know how to act. "
- Swami Vivekananda
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well established distribution network, intense competition between the organised and
unorganized segments and low operational cost. Availability of key raw materials,
cheaper labor costs and presence across the entire value chain gives India a competitive
advantage. The FMCG market is set to treble from US$ 11.6 billion in 2003 to US$ 33.4
billion in 2015. Penetration level as well as per capita consumption in most product
categories like jams, toothpaste, skin care, hair wash etc in India is low indicating the
untapped market potential. Burgeoning Indian population, particularly the middle class
and the rural segments, presents an opportunity to makers of branded products to
convert consumers to branded products. Growth is also likely to come from consumer
'upgrading' in the matured product categories. With 200 million people expected to shift
to processed and packaged food by 2010, India needs around US$ 28 billion of
investment in the food-processing industry.
India is one of the largest emerging markets, with a population of over one billion. India
is one of the largest economies in the world in terms of purchasing power and has a
strong middle class base of 300 million. Around 70 per cent of the total households in
India (188 million) reside in the rural areas. The total number of rural households is
expected to rise from 135 million in 2001-02 to 153 million in 2009-10. This presents the
largest potential market in the world. The annual size of the rural FMCG market was
estimated at around US$ 10.5 billion in 2001-02. With growing incomes at both the rural
and the urban level, the market potential expected to expand further.
An average Indian spends around 40 per cent of his income on grocery and 8 per cent
on personal care products. The large share of fast moving consumer goods (FMCG) in
total individual spending along with the large population base is another factor that
makes India one of the largest FMCG markets.
ABOUT DABUR:-
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In its 125 years of existence, the Dabur brand has stood for goodness through a
natural lifestyle. An umbrella name for a variety of products, ranging from hair care
to honey, Dabur has consistently ranked among India’s top brands. Its brands are
built on the foundation of trust that a Dabur offering will never cause one harm.
Brief history:-
The evolution of Dabur is quite interesting and its root takes us back to the 19 th
century where it all started in Bengal by a visionary by name Dr. S.K Burman, a
physician by profession. His mission was to provide effective and affordable cure
for ordinary people in far-flung villages. With missionary zeal and fervor, Dr.
Burman undertook the task of preparing natural cures for the killer diseases of
those days, like cholera, malaria and plague. Soon the news of his medicines
travelled, and he came to be known as the trusted 'Daktar' or Doctor who came
up with effective cures. And that is how his venture Dabur got its name - derived
from the Devanagri rendition of Daktar Burman. The name is formed by joining
the first half of Daktar and Burman.
Some milestones:-
Set up in 1884 to produce and dispense ayurvedic medicines to a wide
mass of people who had no access to proper treatment.
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1972 – Shifted operations to Delhi by setting up a manufacturing plant in
Faridabad.
1986 – Public Limited Company (Dabur India ltd. came into being after
reverse merger with Vidogum limited)
1993 – Entered specialized health care area of cancer treatment with its
oncology formulation plant at H.P
1994 – Raised its first public issue, due to market confidence in the
company shares issued at a premium were oversubscribed 21 times.
1995 – Joint ventures with Osem of Israel for food and Bongrain of France
for cheese and other dairy products.
1997 – Dabur entered the nascent processed food market with the creation
of Food division / project stars, strive to achieve record successes.
2003 – Dabur demerges pharma business from the FMCG business into a
separate company so as to concentrate on both the business.
2005 – Acquired Balsara and entered the oral care and household
healthcare market in India.
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2005- Company announced a 1:1 bonus share to its shareholders.
2007 – Forayed into organised retail, H&B stores ltd. and also Dabur India
merged with Dabur foods.
Dabur At-a-Glance
Dabur India Limited has marked its presence with significant achievements
and today commands a market leadership status. Our story of success is
based on dedication to nature, corporate and process hygiene, dynamic
leadership and commitment to our partners and stakeholders. The results of
our policies and initiatives speak for themselves.
Leading consumer goods company in India with a turnover of Rs.
2834.11 Crore (FY09)
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Products marketed in over 60 countries
Wide and deep market penetration with 50 C&F agents, more than
5000 distributors and over 2.8 million retail outlets all over India
Consumer Care Division (CCD) adresses consumer needs across the entire
FMCG spectrum through four distinct business portfolios of Personal Care,
Health Care, Home Care & Foods
Master brands:
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Consumer Health Division (CHD) offers a range of classical Ayurvedic
medicines and Ayurvedic OTC products that deliver the age-old benefits of
Ayurveda in modern ready-to-use formats
Growing at a CAGR of 33% in the last 6 years and
contributes to about 20% of total sales
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Focus markets:
- Gulf countries
- Egypt
- Nigeria
- Bangladesh
- Nepal
- US
“We all are leaders in our area of responsibility, with a deep commitment to deliver
results. We are determined to be the best at doing what matters most.”
“People are our most important asset. We add value through result driven training,
and we encourage & reward excellence.”
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“We have superior understanding of consumer needs and develop products to
fulfill them better.”
“We work together on the principle of mutual trust & transparency in a boundary-
less organisation. We are intellectually honest in advocating proposals, including
recognizing risks.”
“We are committed to the achievement of business success with integrity. We are
honest with consumers, with business partners and with each other.”
PRODUCT LINE:-
Foods--
· Real, Real Active , Homemade· Lemoneez Capsico
Baby Care--
· Dabur Lal Tail, Dabur Baby Olive Oil, Dabur Janma Ghunti
Health Supplements--
Digestives--
· Hajmola Candy Fun, Pudin Hara (Liquid and Pearls), Pudin Hara G, Dabur Hingoli
Natural Cures--
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· Shilajit Gold, Sat Isabgol, Shilajit, Ring Ring, Itch Care, Backaid, Shankha Pushpi
,Dabur Balm,Sarbyna Strong
Personal Care --
Hair Care Oil , Amla Hair Oil, Amla Lite Hair Oil,Vatika Hair Oil, Anmol Sarson Amla
Oral Care--
· Dabur Red Gel ,Dabur Red Toothpaste,· Babool Toothpaste, Dabur Lal Dant
Manjan, Dabur Binaca Toothbrush
Skin Care--
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Meets all Corporate Governance Code requirements of SEBI
Back to Nature
Rare herbs and medicinal plants are our most valuable resource, from which all our
products are derived. Due to overexploitation of these resources and unsustainable
practices, these plants and herbs are fast reaching the point of extinction. In view of
this critical situation, Dabur has initiated some significant programmes for ecological
regeneration and protection of endangered plant species.
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Himalayas. Under the project, a high-tech greenhouse facility has been set up for
developing saplings of rare and endangered medicinal plants. Fully computer-
controlled and monitored, this greenhouse maintains the highly critical
environmental parameters required for their survival. We are also developing quality
saplings of more than 20 herbs, 8 of them endangered, through micro propagation.
In addition, satellite nurseries spread across mountain villages and contract
cultivation of medicinal herbs helps in maintaining the ecological balance. These
measures have also helped provide local cultivators the scientific knowledge for
harvesting herbs and a steady source of income. So that they are not forced to exploit
the environment to earn a livelihood.
The company had adopted a combination of the organic and inorganic routes in
fuelling its growth. Organically, the company started serving the southern region of
the country in 2002, which was neglected earlier, to increase its sales. Further, it
enhanced its product portfolio in the various product categories. For instance,
Homemade cooking pastes like ginger, garlic, tomato puree, etc. were added to the
food business. On the inorganic growth front, the company acquired the Balsara
group of companies in 2005. This acquisition gave Dabur new brands in toothpaste
(Promise, Babool, and Meswak), mosquito repellants (Odomos), toilet cleaners (Sani
Fresh), and air freshners (Odonil). The acquired toothpaste business balanced the oral
care products portfolio as Dabur's sales came from the northern and the eastern
parts of the country while Balsara's were from the southern and the western parts of
the country.
Dabur‘s ''Vision 2010'', which it had unveiled way back in 2006, was to double
its turnover by FY 2009-10. The company is clearly targeting growth at a
breakneck pace.
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References:---
Marketing Management:Twelfth Edition – Philip Kotler & Kevin Lane Keller
www.dabur.com
www.superbrandsindia.com
www.brandchannel.com
www.4psbusinessandmarketing.com
www.scribd.com
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