PRESENTED

BY:
Arindam majumder
 SECTOR INFORMATION

I N T RO D U C T I O N :

• Fast-moving consumer goods (FMCG) sector is the 4th largest sector in the Indian economy with
Household and Personal Care accounting for 50 per cent of FMCG sales in India.

• Growing awareness, easier access and changing lifestyles have been the key growth drivers for
the sector.

• The urban segment (accounts for a revenue share of around 60 per cent) is the largest contributor to
the overall revenue generated by the FMCG sector in India and recorded a market size of around US$
29.4 billion in 2016-17.

• In the last few years, the FMCG market has grown at a faster pace in rural India compared with
urban India. Semi-urban and rural segments are growing at a rapid pace and FMCG products account
for 50 per cent of total rural spending.
Market Size:
• The Retail market in India is estimated to reach US$ 1.1 trillion by 2020 from US$ 672 billion in 2016.

• Modern trade expected to grow at 20 per cent - 25 per cent per annum, which is likely to boost
revenues Of FMCG companies.

• In 2016-17, revenue for FMCG sector have reached US$ 49 billion and is expected to grow at 9-9.5 per
cent in FY18.

• Favourable demographics and rise in income level to boost FMCG market and Supported by expectations of
the total consumption expenditure reaching nearly US$ 3,600 billion by 2020 from US$ 1,469 billion in 2015.

• FMCG market in India is expected to grow at a CAGR of 20.6 per cent and is expected to reach US$
103.7 billion by 2020 from US$ 49 billion in 2016

• Rise in rural consumption to drive the FMCG market.

• The rural FMCG market in India is expected to grow at a CAGR of 14.6 per cent, and reach US$ 100
billion by
2025 from US$ 29.4 billion in 2016.
 FMCG MARKET IN INDIA(US$ BILLION)
120

100
103.7

80

60

40 46.5 47.8 49.9

44.9
41.1
34.2
20 30.2
21.3 24.2
15.7 17.8
0
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2020

RURAL FMCG MARKET IN INDIA(US$

120

100

80

60

40

20

0
2009 2010 2011 2012 2013 2014 2015 2016 2025
 COMPANY INFORMATION
I N T RO D U C T I O N :
• DABUR – India’s largest Ayurvedic medicine manufacturer.

• FOUNDER – Dr. S K Burman , a physician in West Bengal.

• FOUNDED – 1884.

• PURPOSE – To produce and dispense Ayurvedic medicines.

• LOGO – Banyan tree.

• Dabur India Limited is the fifth largest FMCG company in India.

• Dabur is today India’s most trusted brand and the largest Ayurvedic and natural health care company.

• Dabur today operates in key consumer products categories like Hair care , Oral care , Health care , skin
care ,
foods and beverages.

• The company has a wide distribution network , covering over 3.4 million retail outlets.
M I L E STO N E S :
• 1984 – Established by Dr. S k Burman at Kolkata.

• 1919 – First ‘R & D’ unit established.

• 1936 - Dabur (Dr. S K Burman) Pvt. Ltd. Incorporated.

• 1984 – Dabur completes 100 years.

• 1996 – Events foods business with the launch of Real Fruit Juice.

• 2005 – Dabur Aquires Balsara.

• 2008 – Aquires fem care pharma.

• 2011 – Dabur launches its first-ever online shopping portal and Dabur enter in to sriLanka market
 The change in logo

 Year 2004 – 2005 saw a whole new brand identity of Dabur when the old Banyan tree was replaced with a new
& fresh Banyan tree to give a younger look.

 JUSTIFICATION/EXPLANATION:

LEAVES: suggesting growth , energy and rejuvenation.

TWIN COLORS: reflecting perfect combination of stability and freshness.

TRUNK: represents 3 people raising their hands in joy the broad trunk symbolized stability, multiple
branches were chosen to convey growth.

‘Celebrate life’ was as a new tag that completely summarized the whole essence.
 P RO D U C T P O RT F O L I O O F DA B U R
PRODUCT CATEGORY PRODUCTS
Odomos Cream , Odomos Lotion , Odopic ,
HOME CARE Sanifresh , Odopic Dish Wash,odopic Dish Washing
Powder , Odonil Room Freshener..
HAIR OIL Vatika , Amla ..
Vatika Heena Conditioning , Root –Strengt Henin,
SHAMPOO Anmol – Natural Shine..
Vatika Fairness, Gulabari , Vatika Fairness Face
BABY & SKIN CARE Pack , Olive Oil , Dabur Lal Tel
DIGESTIVE Hajmola Range ,Hingoli , Pudinhara
Chyawanprash, Chyawanshakti , Dabur Honey ,
HEALTH SUPPLEMENTS Glucose
Babool (Rural Market) , Meswak ,Promise , Dabur
ORAL CARE Lal Paste
 SWOT A NA LYS I S
STRENGTH WEAKNESS
• IT’S A OLD COMPANY AND ESTABLISHED • SESONAL DEMAND (LIKE
BRAN. CHYAWANPRASH IN WINTER AND
• OLD AYURVEDIC / HERBAL PRODUCT LINE. VATIKA NOT IN WINTER)
• LEADER IN HERBAL DIGESTIVES WHERE THE
• PROFITABILITY IS UNEVEN ACROSS
PRODUCT HAS 90% OF THE MARKET SHARE.
• R & D – A KEY STENGTH. PRODUCT LINE.
• STRONG DISTRIBUTION NETWORK . • LOW PANETRATIO
• EXTENSIVE SUPPLY CHAIN. ( CHYAWANPRASH)
• LIMITED DIFFERENTIATION
(VATIKA)

OPPORTUNITY
• EXTEND VATIKA BRAND TO NEW
CATEGORIES LIKE SKIN CARE AND
BODY WASH SEGMENTS.
• INNOVATION.
• CREATIN ADDITIONAL
CONSUMPTION PATTERN.
• INCREASING INCOME LEVEL OF THE
MIDDLE
CLASS.
• MARKET DEVELOPMANT.
THREAT
• NEW ENTRANTS
• OTHER FIELD OF MEDICINE –
ALLOPATHIC AND
HOMEOPATHIC
• EXISTING COMPETITION LIKE HIMAMI ,
BAIDYANATH AND ZANDU FOR DABUR
CHYAWANPRASH, MARICO –KEOKARPIN
AND BAJAJ FOR VATIKA HAIR OIL
 B O S T O N C O N S U LT I N G G R O U P MATRIX

STAR QUESTION MARK

• Real Fruit Juice • Odomos

• Active Fruit Juice • Sanifresh
• Dabur Red Tooth Paste • Odonil

CASH COW DOG

• CHAYAWANPRASH • Dabur Gulabari
• Hajmola • Burst Fruit Juice
• Amla
• Dabur Meswak
• vatika
 P RO D U C T M I X O F DA B U R

PRODUCT MIX

Skin care Baby care Hair care Oral care Health care

r Dabur Red Dabur

Dabur Honey
Gulabari Skin Care Dabu Vatika
Ayurvedic Sham poo Babool
Herbal & Medicated Baby Vatika
Oil Hair Dabur
Chyawanprash
Soaps Care Promise
Dabur Dabur Glucose
Olive oli Lotion Amla Hair
Oil Meswak Real Fruit
Juice
Vatika Fairness ,Fairness Face Dabur
Pack Anmol
Dabur Lal Tel