Dabur Limited Marketing Analysis

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This report aims at analyzing and reporting on the marketing strategies of Dabur India Ltd (DIL) for the brand Dabur Chyawanprash. 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. It is most famous for Dabur Chyawanprash and Hajmola. Dabur Chyawanprash is the leader in the Chyawanprash category and enjoys a market share of 66 per cent. The product is essentially a health supplement. Purpose of this report is to analyse the marketing mix of Dabur Chyawanprash. The report also enlists various recommendations based on BCG Growth ShareMatrix analysis, Product Matrix Expansion Grid, SWOT Analysis etc.

OBJECTIVE OF THE STUDY

Situation analysis
Situation of dabur has bein analysis using 4c frame work . 4c stand for customer , company ,competitor and context. Company analysis of Dabur India Limited
Dabur India Ltd is one of India’s leading FMCG Companies with Revenues of US$1 Billion (over Rs 5,000 Crore) & Market Capitalisation of US$4 Billion (Rs 20,000 Crore). Building on a legacy of quality and experience of over 127 years, Dabur is today India’s most trusted name and the world’s largest Ayurvedic and Natural Health Care Company The company has kept an eye on new generations of customers with a range of products that cater to a modern lifestyle, while managing not to alienate earlier generations of loyal customers. Dabur is an investor friendly brand as its financial performance shows. There is an abundance of information for its investors and prospective information including a daily update on the share price (something that very few Indian brands do). There’s a great sense of responsibility for investors’ funds on view. This is a direct extension of Dabur’s philosophy of taking care of its constituents and it adds to the sense of trust for the brand overall

Customers
The company’s manufacturing activities spanning various consumer product categories are carried out in 17 factories spread across India and abroad. Dabur Chyawanprash domestic distribution comprises 50 carrying and forwarding agents and about 4,500 distributors. Driven by sheer popularity of its product portfolio, Dabur Chyawanprash finds a place of pride in over 2.5 million retail outlets in India 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.

Competitors :

Direct competitors
Competitors to Dabur Chyawanprash include Ranbaxy Chyawan Active, Himalaya, Himani Sona Chandi, Zandu Kesari Jivan, Zandu Baidnath and other local brands. Competitive Rivalry (indirect competitors)

Bournvita, Horlicks, Boost, Hamdard
Substitutes
Homeopathic, ayurvedi
Context : There’s a growing awareness today among Indian consumers about health and wellness, and increasingly, people
are seeking healthier products. Given the
stress and health issues that people in
urban India face due to lifestyle related
problems, consumers are increasingly
turning to holistic and convenient
solutions. Dabur is well placed to ride
this trend, given its wide portfolio of
natural and Ayurvedic health products.
Dabur was this year ranked as the Most
Trusted Brand in the healthcare category
in the Brand Trust Report 2012, which is
the most comprehensive list of India’s
Most Trusted Brands prepared by
Trust Research Advisory.
Collaborators

Dabur Foods Limited: 100% subsidiaries (taking care of all the food products) Dabur Nepal Limited: Wholly owned subsidiary in collaboration with DRF Dabur Egypt Limited : Wholly owned subsidiary
.
Dabur Oncology Limited : Wholly owned subsidiary
.
Dabur Overseas Limited: Owned subsidiary.
Dabur International Limited : Subsidiary (not yet commenced business)...
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