3. INTRODUCTION:
• 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.
SECTOR INFORMATION
4. 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.
6. COMPANY INFORMATION
INTRODUCTION:
• 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.
• Dabur India is also a world leader in Ayurveda with a portfolio of over 250 Herbal / Ayurvedic products.
7. MILESTONES:
• 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
8. 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.
11. STRENGTH
• IT’S A OLD COMPANYAND ESTABLISHED
BRAN.
• OLD AYURVEDIC / HERBAL PRODUCT LINE.
• LEADER IN HERBAL DIGESTIVES WHERE THE
PRODUCT HAS 90% OF THE MARKET SHARE.
• R & D – A KEY STENGTH.
• STRONG DISTRIBUTION NETWORK .
• EXTENSIVE SUPPLY CHAIN.
WEAKNESS
• SESONAL DEMAND (LIKE
CHYAWANPRASH IN WINTER AND
VATIKA NOT IN WINTER)
• PROFITABILITY IS UNEVEN ACROSS
PRODUCT LINE.
• LOW PANETRATIO ( 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
SWOT ANALYSIS
12. BOSTON CONSULTING GROUP MATRIX
STAR QUESTION MARK
CASH COW
• CHAYAWANPRASH
• Hajmola
• Amla
• vatika
• Real Fruit Juice
• Active Fruit Juice
• Dabur Red Tooth Paste
• Dabur Gulabari
• Burst Fruit Juice
• Dabur Meswak
DOG
• Odomos
• Sanifresh
• Odonil
13. PRODUCT MIX
Skin care Baby care Hair care Oral care Health care
Gulabari Skin Care
Herbal & Medicated
Soaps
Dabur
Ayurvedic
Baby Care
Lotion
Dabur Vatika
Shampoo
Vatika Hair
Oil
Dabur Amla
Hair Oil
Dabur Anmol
Dabur Red
Babool
Promise
Meswak
Dabur
Chyawanprash
Dabur
Honey
Dabur Glucose
Real Fruit
Juice
Olive oli
Vatika Fairness ,Fairness Face
Pack
Dabur Lal Tel
PRODUCT MIX OF DABUR