CONTENTS
1.INTRODUCTION
2.INTERNAL FACTORS
Ø PRODUCT
Ø PRICE
Ø POSITIONING
Ø DISTRIBUTION
Ø CONSUMER CHOICE & DECISION MAKING.
Ø CUSTOMER RELATIONSHIP MANAGEMENT
3.EXTERNAL FACTORS
Ø ECONOMIC FACTORS
Ø TECHNOLOGY
Ø POLITICAL & LEGAL
Ø COMPETITION
4.CONCLUSION
5.BIBLIOGRAPHY
INTRODUCTION
About Dabur
Dabur India Limited is a leading Indian consumer goods company with interests in Hair Care, Oral Care, Health Care, Skin Care, Home Care and Foods. From its
humble beginnings in the by lanes of Calcutta way back in 1884 as an Ayurvedic
medicines company, Dabur India Ltd has come a long way today to become a
leading consumer products manufacturer in India. For the past 125 years, we have been dedicated to providing nature-based
solutions for a healthy and holistic lifestyle.
Through our comprehensive range of products, we touch the lives of all consumers, in all age groups, across all social boundaries. And this legacy has helped us develop a bond of trust with our consumers. That guarantees you the best in all products carrying the Dabur name.
Dabur India Limited is the fourth largest FMCG Company in India. It is
the first Company to provide health care through scientifically tested and
automated production of formulations based on India traditional science. The
company`s other products include anti allergic & anticancer drugs and guar
gum. It is most famous for Dabur Chyawanprash and Hajmola. It exports primarily
to the Middle East through Redrock. Currently, the company has nine production
facilities organized around three main factories at Baddi (Himachal Pradesh),
Uttaranchal and Nepal and six support factories at Sahibabad (Uttar Pradesh),
Jammu, Alwar, Katni, Narendrapur and Jaipur. Currently the capacities for hair
oils, oral care products, chywanprash, hajmola and asvarishta stand at 20,000
tonnes, 7,200 tonnes, 22,000 tonnes, 6,000 tonnes and 12,000 tonnes respectively.
The company is engaged in trading of a sizeable proportion of hair oils, oral
care products, hajmola and others.
Dabur Chyawanprash
Dedicated to health and well being of every household
"Dabur Chyawanprash the trusted name for entire family's health & happy living."
Dabur
Chyawanprash has anti-oxidant properties &
strengthens your body's internal defense mechanism, the immune
system. There by protecting from everyday infections, cough, cold &
stress etc.
Main ingredients in Dabur
Chyawanprash
Amla: -
Amla Fruit is rich in Vitamin C and Pectin. Tannins present in it retard the
oxidation of Vitamin C. It is well known fact that pectin decreases Serum
Cholesterol in human beings. It inhibits Platelets aggregation and lowers
cholesterol levels. It is a tonic, has a haematinic and lipalytic function
useful in Scurvy and Jaundice, prevents Indigestion and controls acidity as
well as it’s a natural source of anti-ageing. It is one of the supplements used
in hyperacidity and Liver disorders. It stops premature graying or hair-loss
encourages nail and hair growth, improves eye-sight, cleanses the mouth, and
nourishes the teeth, bones. Cleanses the intestine and regulates blood sugar.
Ashwagandha: -
modulates body functionality so as to control stress and regulate immunity.
Pippali: - helps in cough and other respiratory problems and also strengthens lungs functions.
Kesar: - energizes the body and also makes the skin look radiant.
Guduchi: - gives strength both physically and mentally. It also has astringent properties which rejuvenates the immune system.
Karkatsringi: - beneficial for recurrent cough and cold.
Shatavari: - helps to promote general health and increases stamina. It improves intelligence and very useful in improving eyesight.
Bala/ Vidarikand: - helps to fight general weakness and gives strength and stamina.
Pippali: - helps in cough and other respiratory problems and also strengthens lungs functions.
Kesar: - energizes the body and also makes the skin look radiant.
Guduchi: - gives strength both physically and mentally. It also has astringent properties which rejuvenates the immune system.
Karkatsringi: - beneficial for recurrent cough and cold.
Shatavari: - helps to promote general health and increases stamina. It improves intelligence and very useful in improving eyesight.
Bala/ Vidarikand: - helps to fight general weakness and gives strength and stamina.
Dabur Chyawanprash -
the health giver.
ü Derived from 2500 year old
Ayurvedic formula
ü Totally chemical-free,
natural and safe
ü Powerful combination of herbs
and plant extracts in a base of Amla
fruit pulp
ü Refined by Dabur to provide
traditional goodness with best quality
ü Reinforces the immune system
& helps fight disease
Usage:
ü Dabur Chyawanprash has a
tangy sweet-sour taste and the consistency of jam.
ü It can be taken directly or
in milk and as bread spread.
ü In all cases its therapeutic
properties have proven to remain stable and active.
PRODUCT FACTOR
Dabur's
Health Supplements range
includes products like Dabur
Chyawanprash, which strictly follows the original recipe that
was laid down centuries ago. Dabur now offers the same age-old benefits of
Chyawanprash in two new variants -- the sugar-free
Dabur ChyawanPrakash and the chocolate-flavored granular Dabur
Chyawan Junior.
How Chyawanprash works?
Dust, pollution,
stress, competition takes a lot out of life every day. No doubt modern science
has contributed a lot in bettering the quality of life but sadly not without
side effects, drug induced toxicity, reaction, allergies resulting in weakened
immunity system. With each passing day, life seems to become even more
stressful than the day before. So as we juggle amidst our varied
responsibilities, we aren't able to keep up our inner strength. And thus, we
tend to become vulnerable and over-stressed. Knowing this, we must ensure that
we're always in control of our lives. And for that, nature has blessed us with
the Ayurveda. That power, which builds our inner strength that'll keep us
ready, ever-ready for life.
STRENGTHS
ü
Youthfulness:
Is there a person who does not want to retain youthfulness? We don’t know any. Youthfulness is not a yonder possibility; it can very well be sustained by a simple effort of taking the prescribed daily dose of Dabur Chyawanprash. It also helps in improving memory attention and concentration. The research done by I.M.S., BHU, Varanasi proves it.
Is there a person who does not want to retain youthfulness? We don’t know any. Youthfulness is not a yonder possibility; it can very well be sustained by a simple effort of taking the prescribed daily dose of Dabur Chyawanprash. It also helps in improving memory attention and concentration. The research done by I.M.S., BHU, Varanasi proves it.
ü
Stamina:
Stamina, the power within that differentiates between achieving and
losing. One might overlook, but the fact remains that to meet everyday
challenges of modern day life head on, one needs to have enough
stamina to succeed. And the daily dose of Dabur Chyawanprash
provides you with it.
Stamina, the power within that differentiates between achieving and
losing. One might overlook, but the fact remains that to meet everyday
challenges of modern day life head on, one needs to have enough
stamina to succeed. And the daily dose of Dabur Chyawanprash
provides you with it.
ü
Immunity:
Simply put, immunity is body’s most reliable defense against diseases
and it can be made stronger. Dabur Chyawanprash has ingredients
that help strengthen the immune system.
Simply put, immunity is body’s most reliable defense against diseases
and it can be made stronger. Dabur Chyawanprash has ingredients
that help strengthen the immune system.
ü
Round the year protection:
Dabur
Chyawanprash - the immunity-builder, does something unique. It strengthens the
body's own defense mechanism. Thereby building up resistance and giving your
body the inner strength to fight and win its own battles against stress and
infections. It gives physical, emotional and spiritual balance which gives you
the confidence to take life head-on.
Bad health knows no
season; it can strike you anytime of the year, be it summer, winter spring or
autumn. Dabur Chyawanprash strengthens your immunity system and protects you
all year long. There prevail many apprehensions and myths about its usage, one
of which is regarding its usage during non-winter months. Study shows that the
effects of Chyawanprash on the general health status remain positive throughout
the year.
ü
Benefits
of Dabur Chyawanprash
Powerful
anti-oxidant:
ü
Strengthens body's internal defense mechanism
ü
Builds immunity and protects from infections,
coughs, cold and stress
ü
Adjuvant in therapy for Pulmonary tuberculosis
ü
Protection against oxidative injury due to smoking
ü
Relief in recurrent cough & cold
Weakness
ü
During
summers sales are less
ü
Substitutes
are cheaper
ü
Focuses
only on rural market
PRICE FACTOR
The
new range is priced between Rs.28- Rs. 195 and is available at all stores
across the country.
Available in:
Dabur
Chyawanprash is available in variant range, weight, and packages which is
easily available in stores
ü 1 kg (Rs.195.00)
ü 500 gm (Rs.110.00)
ü 250 gm (Rs. 62.00)
100 gm (Rs. 28.00
POSITIONING FACTOR
STRENGTHS
ü Dabur
Chyawanprash voted
by consumers as fourth Most
Liked Health Brand in India.
ü Dabur Chyawanprash voted by consumers as fourth Most Liked Health Brand in India.
ü Dabur Chyawanprash placed fourth
In FMCG Category in
Annual ET-500 List.
ü Dabur voted by
consumers as the fourth Most Liked Health Brand in the country.
ü Chyawanprash & Réal Fruit Juice conferred
the Super brand status
The company’s positioning on ‘health
and wellness’ platform, backed by its ANH (Ayurvedic/Natural/Herbal) platforms
provides it a unique distinctiveness and consumer appeal. This, combine with
the company’s ability to create new categories and sub-categories, make it
uniquely positioned to capture lifestyle and demographic changes-led growth in
the FMCG space.
DISTRIBUTION FACTOR
STRENGTHS
ü The
company’s manufacturing activities spanning various consumer product categories
are carried out in 17 factories spread across India and abroad.
ü Dabur
Chyawanprash domestic distribution comprises 50 c&f agents and about 4,500
distributors.
ü Driven
by sheer popularity of its product portfolio, Dabur Chyawanprash finds a place
of pride in over 2.5 million retail outlets in India
ü With
a geographic footprint over 60 countries.
In March 2008, Dabur had launched a
chain of health and beauty retail stores under the new brand. During the year,
the company opened 9 stores in delhi and ncr region and south India.
Weakness
ü Dabur
majorly focuses on rural market.
ü It
is entering very late in retail market.
Distribution Network: Route to Market
CONSUMER CHOICE
DECISION FACTOR
Strength
Companies are promoting chyawanprash as an immunobooster, which can be
consumed by anybody without the prescription of a doctor. These marketing
tactics entices people to buy chyawanprash as an OTC Product. Most of these
consumers are not aware of the fact that it is a medicine which also helps them
fight with diseases
ü
Youthfulness
ü
Health Conscious
ü
Mothers - intangible
Weakness
ü Children prefer bournvita, horlicks complain, boost
because of there taste
ü It
sells only during winter season
4ps
marketing magazine
CUSTOMER RELATIONSHIP
MANAGEMENT (CRM)
A trusted name in natural healthcare
for the past 125 years, Dabur is known for providing a range of efficacious and
time-tested health care products based on the principles of Ayurveda.
Backed by a 125-year legacy built on
quality and experience, Dabur Chyawanprash is dedicated to the health and
well-being of every household.
Dabur India limited is the world’s
largest Ayurvedic & Natural Health Care Company and among India’s leading Personal
& Health Care companies.
Environment protection: a
key thrust area at the manufacturing facilities was environment protection,
with structured initiatives undertaken to control carbon emissions. The
company, after extensive screening of agencies, has tied up with a reputed
consultant to study carbon greenhouse gas emissions at the three of its sites
namely Pantnagar, Baddi and Newai.
Making A Difference
' What is that life worth
which cannot bring comfort to others'
For growth to
be responsible, it should go beyond numbers... It should do good to the
society, create a better world. That's the kind of
growth that Dabur India Ltd. believes in, and constantly strives for.
At Dabur, our
commitment to good governance, ethical conduct and social responsibility is
core to our way of doing business, and is strongly aligned with our drive
to create and increase value for all stakeholders. We define CSR as conducting business
in ways that provide social, environmental and economic benefits for the
communities and geographies where we operate.
SUNDESH
ECONOMIC
FACTOR
OPPORTUNITY
It is apt to say that not a day in
the lives of people is complete without using Dabur’s product and it is the
company’s commitment to evolve with the changing needs of its customers that
has helped a 125 year old Dabur emerge a favorite among even the modern Indian
consumer and win market share across categories.
This category reported a 11.3%
growth during 2008-09
Dabur Chyawanprash, which is the
flagship brand in this category, recorded goods gains in 2007-08 to 64.1% in
2008-09 (volume share as per A C Nielsen).
People
power
Dabur India employs about 3000
employs across all areas of operations. The company has a team of well
qualified scientists, ayurvedic doctors, pharmacist culture specialist to drive
its R&D.
A
state-of-the-art Greenhouse facility has been set up at Banepa, which has the capability to produce 5-6 million saplings of
medicinal plants per annum. All the required climatic parameters for uniform
growth of saplings of the medicinal plants like temperature, humidity etc. are
controlled by automatic computer systems. Besides helping preserve natural
resources, this initiative has also gone a long way in generating employment
and income for local
people
and improving the socio-economic conditions of local populace in the Himalayan
Kingdom.
A vibrant culture, average employee
age of 31-32 years, direct recruitment from some of the top B-schools in the
country under the young managers’ Development program and conduct of
competency. Development centers for elevation are some of the other important
HR initiatives of the company. As of march 2009 the company employs 4,222
people in various parts of its business.
TECHNOLOGICAL
FACTOR
Opportunity
ü Production & technology center is being set, to
ensure that the brand maintains the highest level of quality & innovation.
ü Dabur Chyawanprash is adding technology for launching its new product of
Chyawanprash, the sugar free Chyawanprash for diabetes patient and the Dabur
Chyawan junior in chocolate flavor for children, with the aim of improving
customer experience and increasing supply chain efficiency.
Dabur Chyawanprash: using technology to good effect
When
input costs rise, you usually expect this show up in the profit margin. But
companies now have many sophisticated tools in their armoury to manage their
material costs.
GIVEN
its unique basket of herbal FMCG products, many of Dabur India's raw materials,
which include such items as herbs, spices and honey, are seasonal and have to
be bought from various sources. To complicate matters, prices of inputs such as
sugar and vegetable oils, and packaging material went through the roof in
2003-04. Yet Dabur India says it successfully cut procurement costs last year,
thanks to technology.
In
December 2002, Dabur signed up with Free Markets, a global firm which provides
IT -enabled solutions that help companies streamline their procurement process.
IT-enabled sourcing solutions or "e-sourcing" as it is commonly
called, typically allows a company to link up all its suppliers online, rank
them on the basis of costs and performance; and procure materials through bidding
"events" conducted over the Net.
In
Dabur's case, the technology from Free Markets has significantly cut
procurement costs, reduced the cycle time for purchases and shortened the
negotiation process for buying materials, claims Mr Jude Magima, the company's
Vice-President for Corporate Procurement and Planning.
In
2003-04, Dabur procured Rs 210 crore worth of materials, half of its total raw
material spend, through the e-sourcing channel. The e-sourcing initiative has
not been restricted to non-critical inputs alone. In fact, the company says a
whole host of herbal raw materials including saffron, spices and essential
oils, have been procured online.
The
company has also e-sourced a good bit of its services and logistics, not to
talk of the hardware and packing materials. These initiatives have helped pep
up Dabur's profit growth, despite the rising commodity prices.
Threat
ü Ayurveda
cannot compete with modern science in many emergencies. But in an environment
of over-drugging, chronic and degenerative ailments, new viruses and super bugs
outstripping new cures.
ü Ayurveda
does promise real long-term benefits. Sometimes as substitutes, sometimes as
effective support therapy and preventives, at a negligible social cost.
www.dabur.com
POLITICAL
& LEGAL FACTOR
Marketing
decisions are strongly affected by development in the political & legal
environment. This environment is composed of laws, government agencies, and
pressure groups that influence and limit various organization and individuals.
Sometimes this law also creates new opportunities for business.
COMPETITION
FACTOR
Porter’s 5 forces
ü Potential Entrants
Ranbaxy, Mayer
ü Direct competitors
Existing-Baidhyanath, Himani, zandu,
Himalaya Chyavanaprasha
Sibling-sugar free chyawanprash,
junior chyawan
ü Competitive Rivalry (indirect competitors)
Bournvita, Horlicks, Boost, Hamdard
ü Substitutes
Homeopathic,
ayurvedic
www.scribid.com
BIBLIOGRAPHY
ü Business
strategy
ü 4ps
marketing magazines
nice use of information and charts..
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