REJUVENATING DABUR

VISION 2010

Daburs Journey

 2007: Entry Into Organised Retail 2008: Acquires Fem. 2010: Chywanprash in Orange and Mango Flavor. 2011:launch of online portal www.daburveda.com 2011: Acquisition of 30+ from Ajanta Pharma.

Year 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011

Sales (In Cr) PAT (In Cr) 1200 64 1235 85 1236 107 1417 156 1757 214 2080 282 2396 333 2834 391 3416 501 4110 569

 The rejuvenation process started in 200203. The portfolio of 20 different brands was confusing the customer so they adopted 5 Master Brands. Dabur the flagship brand stands for healthcare products. Vatika and Anmol would be the master brands for personal care portfolio. Vatika: Herbal beauty brand with a premium image Anmol for mass markets, value for money brand Hajmola as Tasty digestives brands Real as umbrella brand for juices

Dabur & its associations

Research (2002) indicated that Dabur was perceived as a Herbal Specialist. (Good for organization) The consumer perceives that Dabur products are for 35+ age groups.

Modifying Corporate Identity

Three People raising their arms in exultation and achievement.

Broad trunk representing stability and multiple branches representing growth

Tree full of leaves represents growth, vitality, rejuvenation and renewal. Tree with a full canopy bursting with leaves signifies youth and health. Leaves in dual colors reflect stability and freshness.

In India tree stands for food, fuel and protection. Banyan tree considered auspicious. Tree is more younger and signifies commitment to wellness and a proactive Brand

Soft orange color of Trunk signifies warmth and energy. Association with young. Green color indicates natures freshness. Leaves of two color light green implying young leaves and darker leaves signifying maturity Two colored leaves blends old and new

Dabur Font quite similar to the earlier one but more stylish

Tip of D similar to leaf apex.

The Arc signifies trust, care and support

 Before 2003 Dabur operated through two divisions: Family products and Health Care products. Considering the similarities in marketing, distribution retailing and sales they were merged into Customer Care Division

The entire CCD portfolio was supported by aggressive advertising campaigns with celebrity endorsers such as Amitabh Bachchan, Rani Mukherjee, Virender Sehwag and Vivek Oberoi.

Local Problems have Local Solutions Region wise analysis indicated that CCD division had poor growth in Southern Region (7% compared to 25-26% FMCG market). A three phased approach was devised Point of sales and better stock Customized packing and commercials Customized product launch Implementation of only first two points increased the share to more than 10% in 05-06 compared to 03-04.

 Increasing number of consumers opting self medication and impressive growth in OTC category. In 2004 in the second phase of organizational restructuring Consumer Healthcare Division (CHD) was created. Pain relief, cough and cold, stress management considered as high opportunity. Honitus, Nature Care, Shankhpushpi etc. Pharmacy outlets used for distribution

CHD Growth

Dabur Foods
Portfolio includes juices, cooking pastes, sauces & institutional purchase. In 2002 Real emerged as market leader. Positioned as natural juices and targeted towards mother & children. By the end of March 2006, 9 flavors under the belt.

More focused Approach

During 2004 in order to clarify its position they trifurcated the brand. Real: Sweetened product range. Activ: Unsweetened for health conscious and young adults. Coolers The packaging was also modified and smaller products were intoduced. Constant innovation in flavors has helped real to retain a share of almost 60% in fruit market.

 In order to cater the institutional consumers such as hotels, restaurants & airlines they launched a separate brand named Nature Best, 2003. Its distribution channel has more than 2100 stockists and over 6,00,000 retail outlets. Currently 75% of consumers are under 35 years of age, of which 54% are less than 25 years old. Dabur share in Hair oil (18%,Marico 36%), Shampoos (5%,HLL 44%), Chyawanprash (63%)

Dabur India Limited is the fourth largest FMCG Company in India with Revenues of US$910 Million (Rs 4110 Crore) & Market Capitalisation of US$4 Billion (Rs 20,000 Crore). Building on a legacy of quality and experience of over 125 years, Dabur operates in key consumer products categories like Hair Care, Oral Care, Health Care, Skin Care, Home Care & Foods.

3 major strategic business units (SBU) Consumer Care Division (CCD), Consumer Health Division (CHD) International Business Division (IBD)

Consumer Care Division (CCD)

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 Ral - 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. 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