 Abhishek kumar (10609003)

 Ashutosh kaushik (10609014)

 Manjri Pathak (10609028)
 Minni Madan (10609032)
 Rohit Kumar (10609046)
 Sambhav Upadhyay (10609048)
 Prepared By
Abhishek kumar (10609003)
Submitted To:- Ashutosh kaushik (10609014)
Mr. S. Suresh Manjri Pathak (10609028)
Marketing Management Minni Madan (10609032)
JBS,NOIDA Rohit Kumar (10609046)
Sambhav Upadhyay (10609048)
 “Dedicated to the health and well being of every household"

Accepts personal responsibility, and accountability to meet business needs.

“We all are leaders in our area of responsibility, with a deep commitment to
deliver results. We are determined to be the best at doing what matters most.”
 Company History

•Dabur India Ltd. made its beginnings with a small pharmacy, but
has continued to learn and grow to a commanding status in the
industry.
1884 - Established by Dr. S K Burman at Kolkata

1896 - First production unit established at Garhia

1919 - First R&D unit established

1949 - Launched Dabur Chyawanprash in tin pack

1972 - Shifts base to Delhi from Calcutta
1978 - Launches Hajmola tablet
1984 - Dabur completes 100 years
2005 - Dabur aquires Balsara
2007 - Dabur Foods merged with Dabur
India
2008 - Acquires Fem Care Pharma
 Chairman

Dr. Anand Burman

Vice-Chairman

Mr. Amit Burman

Non Whole Time Promoters, Directors

Mr. Mohit Burman

Size

For example:

Dabur Chyawanprash is available in three sizes to cater to the needs of

different types of people.

1. One kilogram pack

2. 500 gram pack
3. 250 gram pack

FOODS:

Real
Real Active
Homemade
Lemoneez
Capsico

 
Ingredients of Dabur Chyawanprash

Vishwast
Amla , Ashwagandha, Hareetaki, Dashmul, Ghrit and several
other herbs and herbal extracts.

Special
Vishwast fortified with additional health beneficial herbs like 
Keshar, Akarkara etc.

PACKAGING
 Health Care

Baby Care
• Dabur Lal Tail
• Dabur Baby Olive Oil
• Dabur Janma Ghunti

•Pudin Hara (Liquid and Pearls)

Health Supplements • Pudin Hara G
•Dabur Chyawanprash • Dabur Hingoli
•Dabur Glucose D

Hajmola Yumstick
•Hajmola Mast Masala
•Anardana
• Hajmola
• Hajmola Candy
• Hajmola Candy Fun 2
Natural Cures Hair Care Shampoo
• Shilajit Gold • Anmol Silky Black Shampoo
• Nature Care • Vatika Henna Conditioning Shampoo
• Sat Isabgol • Vatika AntiDandruff Shampoo
• Shilajit • Anmol Natural Shine Shampoo
• Ring Ring
• Itch Care
• Backaid
• Shankha Pushpi
• Dabur Balm
• Sarbyna Strong

Personal Care
Hair Care Oil
• Amla Hair Oil
• Amla Lite Hair Oil
• Vatika Hair Oil
• Anmol Sarson Amla
 QUILTY OF VATIKA HAIR
OIL.

NON-STICKY

R
DADU

A
VATIK
BRAND LOYALTY
PACKAGING
UNIQUE ROOT STRENGTHENS
FORMULA

GIVING YOU STRONG, BEAUTIFUL AND

FREE-FLOWING HARI EVEN AFTER OILING.
IT’S ENRICHED WITH COCONUT AND AMLA.
Price mix refers to the price charged for the product or service.
Price stands for the exchange value of the product ,i.e., what the
customer has to pay.

Factors to be considered before fixing price:-

• Targeted consumers.
• Cost.
• Competitive products.
• Discount and allowance.
• Terms of credit.
• Profit margin.

Price is a variable, which has psychological effect, so it should be

reasonable and related to quality.
The table shows that Dabur Vatika is one of the highest priced of hair oils since it targets
the higher income class and also that the prices have remain unchanged since 1999.
The pricing of Dabur chyawanprash is very competitive. Dabur chyawanprash uses
second degree price discrimination i.e. more the quantity, lower the price.

1kg Rs.230.00
500gms Rs.120.00
250gm Rs. 65.00

Price→ High Middle Low

Quality

High Luxury Segment Ideal For Penetration Premiere Offering

VATIKA
Middle Overpriced Average Real Bargain

Low Make The Sale and Unhappy Customers Cheap Goods

Run

PRICE/QUALITY MATRIX
Place or distribution is also known as distribution mix. It determines the
place, where the product should be made available. It also decides whether
Goods are to be marketed through wholesalers, retailers, own branches,
retail outlets or middleman.
While taking a decision about the distribution of commodity. The marketing
manager must take into consideration the type of product , which is to be
marketed. The product from distribution point of view may be classified as:
•Convenient product.(day-today used product)
•Shopping product.(e.g. clothes, furniture, etc.)
•Specialty product.(pay maximum & go anywhere)
 DISTRIBUTION NETWORK of DABUR INDIA LTD
Dabur products including Vatika Hair Oil are sold in 38 countries through more than 15 lakh retail outlets
and 5,000 distributors who service the entire country through a wide marketing network.

Supply chain: Dabur has steadily improved its procurement and distribution systems to achieve
a significant reduction in material costs. Dabur has an extensive supply chain and distribution
network that has grown and spans 29 factories, 47 stocking points, 4 zonal offices, a dozen
manufacturing locations, six mother-warehouses and over 50 Carrying and Forwarding
Agents(CFAs) that distribute more than 1,000 SKU’s to several thousand stockists and dealers.

Distribution Network
•Central, North & South America
•Australia
•Asia
•Middle East
•North & South Africa
•East & West Europe
DABUR INDIA LTD.

AGENT

DISTRIBUTERS

WHOLESALLER

RETAILERS

USER’S
Promotion means informing the customer about product
and service and stimulating them to buy. It involves all
activities aimed at boosting the sales of the product.

Elements of promotion mix:-

•Advertising.
•Personal selling.
•Publicity
•Sales promotion.
•Public relation.
•Exhibitions and demonstration of the product.
 Method used by DABUR INDIA LTD.

•Vatika Hair Oil’s first promotion:

It focussed on the key benefit – beautiful
hair without hair problems – that came
about as a result of the extra nourishment
through the value addition of henna,
amla and lemon-derived additives.
•Creating conceptual awareness.

•Uses a number of advertising media like television, print, internet,

outdoor media which includes hoardings.

•Associated with shows and sponsored events such as

the Vatika Super Model India 2001 and Vatika Zee
Sangeet Awards.
Celebrity Endorsement
Mandira Bedi, Shefali Chhaya and
Sudha Chandran
Preeti Jhangiani and Shweta
Jaishankar
Rani Mukherjee is the current brand
ambassador of vatika.
Amitabh Bacchan and Vivek Oberoi
MARKET SEGMENTATION

Market segmentation is the process of dividing a

heterogeneous
market into homogeneous sub – units.

Market segmentation

Consumer characteristics Consumer response

occasion
Benefit
demographic geographic
psychographic User status
loyalty

Attitude
Some of the DABUR INDIA LTD. Products are segmentation as follows

Variables Product
GEOGRAPHIC Dabur Chyawanprash , Dabur Glucose D

DEMOGRAPHIC Vatika Hair Oil’s, Dabur Lal Tail, Dabur

Baby Olive Oil, Dabur Janma Ghunti, Amla
Hair Oil, Babool Toothpaste, Vatika
Fairness Face Pack

PSYCHOGRAPHIC Dabur Red Toothpaste

BEHAVIORAL Real , Pudin Hara (Liquid and Pearls) ,

Hajmola , Ring Ring, Ayurveda.
 MARKET TARGETING

After market segmentation, it must decide how many and which ones to target.

For example:-
Traditionally, chyawanprash was supposed to be a health supplement for the
aged and kids. Dabur Chyawanprash (DCP) is now targeting adults, housewives,
youth and kids .

Amitabh Bacchan and Vivek Oberoi act as aged and youth respected.
 POSITIONING
Positioning is the act of designing the company’s offering and image
to occupy a distinctive place in the minds of the target market.

Some of the DABUR products are place first in the mind of the consumer.
Like:-
•Dabur Chyawanprash
•Dabur Glucose D
• Dabur Lal Tail
•Dabur Janma Ghunti
•Real
•Real Active
• Hajmola
• Hajmola Candy
•Pudin Hara (Liquid and Pearls)
•Vatika Hair Oil
•Babool Toothpaste & Vatika Shampoo.
 FINANCIAL STATEMENT
INCOME 2009 2008 2007 2006 2005 2004
Sales Turnover 1778.02 1369.68 1268.72 1147.98 1232.3 1163.19
Excise Duty 36.93 26.89 42.49 65.4 73.37 60.61
Net Sales 1741.09 1342.79 1226.23 1082.58 1158.93 1102.58
Other income 19.31 22.34 11.97 11.73 9.61 16.74
Stock Adjustments 22.19 -4.24 7.96 -25.78 -3.58 16.85
Total Income 1782.59 1360.89 1246.16 1068.53 1164.96 1136.17
EXPENDITURE  
Raw Materials 558.4 428.7 447.19 405.32 452.7 466.87
Power & Fuel Cost 30.59 26.28 21.69 17.12 19.84 18.31
Employee Cost 109.77 91.23 74.99 70.3 89.47 77.46
Other Manufacturing
Expenses 255.13 153.35 111.91 80.46 74.73 74.23
Selling and Adm Exp 460.52 365.33 368.11 329.47 360.09 350.03
Miscellaneous Expenses 55.17 56.36 35.5 29.09 32.15 26.13
Total Expenditure 1469.58 1121.25 1059.39 931.76 1028.98 1013.03
Operating Profit 313.01 239.64 186.77 136.77 135.98 123.14
Interest 6.81 5.73 4.66 7.58 18.4 26.64
Gross Profit 306.2 233.91 182.11 129.19 117.58 96.5
Depreciation 21.98 19.05 17.1 15.75 22.04 20.99
Profit Before Tax 284.22 214.86 165.01 113.44 95.54 75.51
Tax 31.52 18.08 13 8.75 7.62 4.92
Fringe Benefit tax 3.28 3.7 0 0 0 0
Deferred Tax -2.66 4 4 3.49 3 5.56
Reported Net Profit 252.08 189.08 148.01 101.2 84.92 65.03
Extraordinary Items 8.29 1.94 3.61 2.6 0.58 2.98

Adjusted Net Profit 243.79 187.14 144.4 98.6 84.34 62.05

OFITABILITY RATIO
OSS PROFIT RATIO:-
ss profit ratio shows the relationship between gross profit and net sales.
ss profit ratio = gross profit /net sales*100
ss profit ratio =503.2/309.8*100 = 28.6%
profit ratio of the financial year is 28.6% and we can say that the gross profit earned by th
ood. The company can increase the profit by more sales or decrease the cost of goods sold

PERATING RATIO:-
perating shows the relationship between total cost or operating cost and net sales.
perating ratio = operating cost/ net sales*100
perating ratio = 100 – 28.6 = 71.4%
e operating ratio is very high. It should be control to increase the profit. And it also show th
perational efficiency of the business.
URNOVER RATIO
XED ASSETS TURNOVER RATIO:-
xed assets turnover ratio shows the relationship between fixed assets and net sales.
xed assets turnover ratio = net sales / net fixed assets.
xed assets turnover ratio =339.4/676.8 = 1:2
xed assets are more than net sale; it means that the company is financially strong. It indica
at the fixed assets have been efficiently used to generate revenue.
NANCIAL RATIO
QUIDITY RATIO: -
SHOWS THE SHORT TERM FINANCIAL POSITION.

URRENT RATIO (WORKING CAPITAL RATIO):-

rrent ratio (working capital ratio) shows the relationship between current assets
d current liability.
rrent ratio (working capital ratio) = current assets / current liability
rrent ratio (working capital ratio) = 1105.8 / 920.2 =1.2016953:1
rrent ratio of the DABUR INDIA LTD. Is 1.2016953 against the accepted norms of 2 .
indicates that the company’s short-term solvency position is not sound and it shall not be a
meet its short-term commitments.

QUID/ACID TEST / QUICK RATIO:-

quid / acid test / quick ratio show the relationship between liquid assets and current liability
quid ratio = liquid assets / current liability
quid ratio = 192.3 / 185.5 = 1.0366577
quidity Ratio of the DABUR INDIA LTD. is 1.0366577 against the accepted norms of 1. It aga
dicates that the company has a comfortable liquidity position.
 COMPARATIVE STUDY
DIL CONSOLIDATED BALANCES SHEET: Mar 31, 2010 (AUDITED)
In Rs. crores As on Mar 10 As on Mar 09 ABSOLUTE PROPORTIONATE
CHANGES CHANGE %
SOURCES OF FUNDS
SHAREHOLDERS’ FUND 86.9 86.5 0.4 0.46%
SHARE CAPITAL 848.5 732.5 116.0 15.84%
RESERVE & SURPLUS 116.6 14.24%
MINORITY INTEREST 935.4 (0.8) (17.39%)
LOAN FUNDS: 3.8 818.827.8 28.37%
SECURED LOANS 70.2 4.6 (22.9) 21.08%
UNSECURED LOAN 109.0 98.0 1563 679.57%
DEFERRED TAX LIABILITY 1793131.9 3.7 52.86%
230.0

10.7

7.0
TOTAL 1129.1 1060.3688 64.89%
APPLICATION OF FUNDS:
FIXED ASSETS: 1015.8 858.5 157.3 18.32%
GROSS BLOCK 339.1 299.3 39.8 13.3%
LESS:DEPRECIATION 676.8 559.2117.6 21.03%
NET BLOCK 264.1 347.0(82.9) (23.89%)
INVESTMENT 426.2 375.5 50.7 13.50%
CURRENT ASSETS, LOAN,& 119.8 177.9 (58.1) (32.66%)
ADVANCES 192.3 148.4 43.9 29.58%
INVENTORIES 367.4 249.0 118.4 47.55%
SUNDRY DEBTORS 1105.8 950.8155 16.30%
CASH & BANK BALANCES 466.9 461.55.4 1.17%
LOANS & ADVANCES 453.3 343.8109.5 31.85%
LESS: CURRENT LIABILITIES AND 920.2 805.3114.9 14.27%
PROVISIONS 185.5 145.639.9 27.40%
CURRENT LIABILITES 2.7 8.6(5.9) (68.60%)
MENT:-
omparative income statement shows the:
d assets are also increased by 21.03%, it shows that company have strong financ
on.
ent assets are increased by 16.30% which is good for company.
net current assets are also increased by 27.40% which show the efficiency of
gement.
MISCELLANEOUS EXPENDITURE is decreased by huge that is 68.60%, which show
ood control on expenditure by the company.
only disappointing figure in the investment that is decreased by 23.89% and res
actory.