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FMCG

Dabur is one of the largest FMCG companies in India, with a revenue of Rs. 3416 crores. It has 17 manufacturing units around the world and operates in over 60 countries. Dabur has three strategic business units: consumer care, consumer health, and international. Its leading brands include Dabur, Vatika, Hajmola, Réal, and Fem. Dabur Chyawanprash is its largest selling Ayurvedic medicine with over 65% market share. However, it began facing competition from health food drinks. In 2007, Dabur repositioned the brand to appeal to both adults and kids and reinforce its attributes through an ad campaign featuring Amit

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Raghav Sehgal
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1K views

FMCG

Dabur is one of the largest FMCG companies in India, with a revenue of Rs. 3416 crores. It has 17 manufacturing units around the world and operates in over 60 countries. Dabur has three strategic business units: consumer care, consumer health, and international. Its leading brands include Dabur, Vatika, Hajmola, Réal, and Fem. Dabur Chyawanprash is its largest selling Ayurvedic medicine with over 65% market share. However, it began facing competition from health food drinks. In 2007, Dabur repositioned the brand to appeal to both adults and kids and reinforce its attributes through an ad campaign featuring Amit

Uploaded by

Raghav Sehgal
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Category Attractiveness On

FMCG
FMCG
Top Fmcg Companies in INDIA
• Hindustan Unilever
• ITC
• Nestle India
• Amul
• Dabur
• Asian Paints
• Cadbury
• Britania Industries
Market share
Dabur
- Dabur is the 4th largest FMCG company in india
- Revenue of Rs 3416 crores
- Market capitalization of 1600 crores
- Building on legacy of quality & experience
over 125 years
- Leading consumer goods company in India
with a turnover of Rs. 2834.11 Crore (FY09)
Technological Factors
• Dabur has 17 ultra modern manufacturing
units spread around the globe
• Has presence in over 60 countries
Three Major Strategic Units
1. Consumer care division
2. Consumer health division
3. International business division
• 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
• Dabur - Ayurvedic healthcare products
• Vatika - Premium hair care
• Hajmola - Tasty digestives
• Réal - Fruit juices & beverages
• Fem - Fairness bleaches & skin care products
• 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
Example:
Largest selling Ayurvedic medicine with over
65% of market share
• International Business Division (IBD) caters to
the health and personal care needs of
customers across different international
markets, spanning the Middle East, North &
West Africa, EU and the US with its brands
Dabur & Vatika 
Dabur Chyawanprash Product life cycle
• Over a period of time Dabur Chyawanprash
began to face tough competition not from other
chyawanprash marketers but from health food
drinks market .
• Infact the generic competition was hurting DCP
more than the brand competition.
• The health food drinks like Horlicks, Bournvita,
Complan etc appealed more to kids than the
Chyawanprash.
• In 2007, Dabur undertook a major
repositioning exercise for this Rs 150 cr0re
flagship brand. The purpose of repositioning
was to :
1. Stretch the market for Chyawanprash
2. Make the brand more contemporary
3. Reinforce new set of attributes.
CATEGORY ATTRACTIVENESS
• DCP also makes the category attractive to
diabetic/ diabetic prone consumers by
launching Dabur Chyawanprakash.
• Chyawanprakash is targeting the high density of
diabetic patients in our country which makes a
highly lucrative market.
• To take on the competition from the health
food drink market, Dabur is planning a foray
into the HFD market with a new brand.
The brand identified two segments :

• Adults and Kids as the focal point in the


repositioning exercise.
• The entire campaign was based on the theme
of 'role reversal '. The ads featured the brand
ambassador Amitabh Bachchan asking the
audience to understand the challenges of
being a kid, a father and a mother.
• The campaign involves mother taking the role
of a kid, father and son taking the role of a
mother and thus understanding the physical
and metal exertions involved in each role.
• The ads end with the Voice-Over ' Dabur
Chyawanprash , Zaroorat hai sabko ' ( meaning
- DCP : essential for everyone ).
Conclusion

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