DABUR INDIA Ltd.

TEAM MEMBERS
Agni

Chatterjee( 04) Ambreesh Dwivedi(06) Anju Gupta(09) Khushbu Aggarwal(24) Radhika Bhatnagar(35)

Flow
Overview of the Company Analysis of a product- VATIKA HAIR OIL Revised Goal- New Product Launch Analyzing Industry 3 Cs in terms of Product SWOT for product Marketing Strategy Contingencies

Overview

Mission-healthcare at affordable prices Objective- innovation+ consumer value One of the fastest growing in industry with CAGR of 19% in sales and 39% in Profits over last 4 years One of the top 3 Most Respected FMCG Companies (BW, March 2007)

DABUR: Largest Indian Personal & Healthcare Company Largest in Ayurveda Herbal & Natural Portfolio 5 Umbrella Brands 350+ products 3500 employees 14 Plants 3000 Distributors Retail Reach 2,500,000

Structure
DABUR INDIA LIMITED CONSUMER CARE CONSUMER HEALTH DIVISION DABUR NEPAL Ltd MISCELANEOUS BUSINESS

77%

DABUR FOODS Ltd

DABUR INTERNATIONA L

African consumer Ltd. Dabur Egypt Ltd. Nigeria Asian Consumer Care Ltd. Weikfield Intl.(UAE) Bangladesh

Umbrella Brands

Promotion- Pull+ Push

Product Analysis- Vatika Hair Oil

Coconut Amla Almond Light Cool
STRATEGY- aggressive Differentiate products
Others, 40.7500% Marico Marico, 33% Dabur Emami Dey, 3.40% Emami , 5.85% Dey Dabur, 17% Others

Market Share

Revised Goal

Global Ayurvedic Leader Be the preffered company to meet the health & personal grooming needs of our target consumers with safe, efficacious, natural solutions by synthesizing our deep knowledge of ayurveda & herbs with modern science Men Hair gel market in India currently stands at 70-80 rores. Based upon our targets for market share, our projected revenues for this product will be 6 crores, 7 crores and 8 crores in year I,II and III respectively.

Analyzing Industry
Men grooming market of India=Rs.200 cr -growth rate =12% hair gel market = 70-80 cr -growth rate =18%. -at its nascent stage. Trends- Hair care market -Hair Oil -Hair soaps -Conditioners -Shampoo - Perms and relaxants -Colourants -Salon hair care -Styling agents (gels) -hair creams

3Cs- Customers- Product

Political
Encourage

Social
Grooming hair is becoming essential fad among men & youths Increasing pollutions -They are slowly moving towards herbal care from chemical products

foreign investment ->foreign players >competition Sixth pay commission >increase the purchasing power of 4 million government employees ->increasing disposable income Upcoming election ->reduce taxes ->decrease in cost of good.

Economic
Purchasing power of Indian upper class is increasing. India is currently the 12th largest consumer market in the world & it is estimated that it will 5th largest market by 2025.

Technological
Customers belonging to upper middle class demonstrate a particular behavior of being in hurry. Easy & less time consuming qualities make hair gel more viable option for hair care.

Customers -upper middle class &high class men (18-40) -(income>=3lakh) -fashion conscious men -high disposable income

Competitors -Product
Non herbal gel

Garnier hair gel; Studio Line( LOreal);Brylcream , Parachute after shower gel(Marico);Set Wet(Paras Pharmeceuticals); Neon, Chrome(Park Avenue), Gatsby(Japenese) ALeo Vera Hair Gel, Dona Care hair styling Gel( Dr. Jains forest herbal Pvt. Ltd), Hair gel from Surya Herbal Ltd., herbal styling gel (Apcos Ltd.)

Herbal Gel

Marketshare

4.85 14.25 31.25 Parachute Brylcreem Set Wet 16.2 Fructis Others 34.45

Company- Product
STRENGTHS
Company with more than 100 years of
Dabur

WEAKNESSES
Vatika is not a market leader Vatika is just a 100 crore brand Absence of champion brand Has only two successful brands so cant afford to take any chances Less investments in R&D

existence Strategy based in the size of the brands Launched under Vatika clearly captures the herbal hair care market Well established distribution channel Easy to implement the required technology

OPPORTUNITIES
Segment is in nascent stage

THREATS
Maricos parachute already has a gel

Indian youth getting more style conscious mens grooming industry growing at rapid pace Herbal hair gel would not add on to the hair fall Nothing much in the section of herbal Hair gel.

launched in the market segment therefore would attract lot of players older brands still have stronger brand loyalty niche product which only captures urban market

Marketing Strategy- 4Ps

Product Name Ingredients
Vatika Herbal Gel Cerified organic Aleo vera, organic jojoba oil, organic olive oil, organic grapeseed oil, organixc apricot oil, organic xanthum gum, organic essential oil of rosemary 100%natural, no parabens, chemical additives or synthetic preservative,no animal testing.

Speciality

Packaging
Price Types

A transparent 60 ml/100 ml tube with visible gel inside

60ml- Rs 99: 100ml-Rs 130 four different fragrances like spices of vanilla,cinnamon, woodsy, and heavier citrus

Product Look

Place

using third parties or intermediaries We have planned to send our product into the market through two channels. - Normal channel i.e. through retailers and distributors. - Through salons
Factory Carry & Forward Agents

Stockist

Super Stockist

Institutions & trade

Wholesalers

Substockist

Retail Trade Consumers

PROMOTION

Above the line promotion: Promotion in the media (e.g. TV, radio, newspapers, Internet and Mobile Phones) Below the line promotion: All other promotion. E.g. sponsorship, product placement, endorsements, sales promotion, public relations, etc.

Posters

Posters

Posters

Marketing Strategy

Ansoffs model- PRODUCT DEVELOPMENT

Porters -NICHE STRATEGY

Positioning

The product is in Sync with the existing competency of Dabur i.e. Ayurvedic legacy with a contemporary feel Positioning Statement: Dabur brings you a Vatika Herbal Gel forYoung, stylish hair gel customers who have the desire to look sexy and tough. Vatika Herbal Gel is a hair gel that holds any hair in any shape without damaging them and has no sharp chemicals like in any other brand because it is made up of natural, herbal products which also gives you the essentials nutrients required for your hair. With this you can have any kind of hair style and make you hair look healthy, lustrous and full of life.

100% natural

Control review and contingencies

Under the control of consumer care division. Will set clear goals (in quantitative terms) at each level that is each regional manager, sales manager and sales representative is committed to attaining specific levels of sales. Management will review our sales results every month. Wherever there is more than 5% gap in expected and actual performance, we will take corrective actions to close the gap.

Thank You