Company profile

Dabur India Ltd

Group Members
Abinu John
Gagandeep Chadda
Kunal Desai
Sakshat Puro
Sakshi Gantawar
Swaroop Bhagat

 Established in 1884 : 125 Years of Trust & Excellence

 India’s leading FMCG Companies with Sales of Rs.52,832 million , Market
Capitalization of Rs.2,09,133million & Net profit of Rs.6,449million
 World’s largest Ayurvedic and Natural Health Care Company
 Consumer products categories like Hair Care, Oral Care, Health Care, Skin Care, Home
Care and Foods
 Distribution network, covering over 2.8 million retail outlets
 Available in over 60 countries across the globe
 17 world class manufacturing plants catering to needs of diverse markets
 Dabur's overseas revenue today accounts for over 30% of the total turnover
Calculation for above table:-

 Product length is 21
 Product width is 5
 Hair oil product line depth is 4
 Shampoo prod line depth is 5

 Oral care prod line dept is 4

 Baby care prod line dept is 4

 Baby care product line dept is 5

 Health supply product line dept is 3

 Product mix consistency strategy

 Product mix consistency strategy is the amount of difference exists in the line of products.
 Dabur serves in FMCG sector. The relationship is close with the product mix so it is set
to be highly consistent.

BECAUSE:
 The distribution channel used by Dabur is same
 Communication and branding channels
 Same customer base
 Similarity in raw material and packing material
 SBU wise Contribution to sales

3.50%

Cons
30.30%
umer Care
56%
Foods
10.15%
International Business
Others
 Highlights

 Strategic positioning of Honey as food product, leading to market leadership (over 75%)
in branded honey market
 Dabur Chyawanprash the largest selling Ayurvedic medicine with over 65% market
share.
 Hajmola tablets in command with 60% market share of digestive tablets category. About
2.5 crore hajmola tablets are consumed in India every day
 Leader in herbal digestives with 90% market share
 Pricing strategy:
Price is the value that is put to a product or service and is the result of a complex set of
calculations, research and understanding and risk taking ability. A pricing strategy
takes into account segments, ability to pay, market conditions, competitor actions,
trade margins and input costs, amongst others. It is targeted at the defined customers
and against competitors.

There are different pricing strategy used by different organization:

Types of pricing strategy:

Dabur pricing strategy:

 Dabur has hired a special professional team to make their pricing strategy effective
and profitable. They check with every market changes and make decision accordingly;
they make systematic and regular research on competitor products and comparison
between their product. After analyzing and evaluating every aspect of product pricing
strategies is been fixed. As dabur deals with healthcare and ayurvedic products so
there motto is to keep their product price minimize so reach of product in customers
should be more.

 Pricing strategy often includes the reaction of the client. Whenever a commodity
experiences an adverse cost reaction, the company pulls out all of its discount or
special counter-attack schemes. The price rise is small at times, but the pack size is
 limited so that it is compensated by both the customer and the manufacturer. In such
times, a price increase becomes mandatory and then the customer's loyalty is checked.
As the company's output is at a far higher level than most, it is capable of maintaining
its client base. A individual can easily purchase Dabur products from the many regions
on the market. Dabur has maintained the quality of its goods and, compared to other
brands, its prices are very fair.

 Dabur pricing strategies depends on factors are :

a) Competitor : in fmcg sector dabur are competing with very large companies in
market who have good brand name in market. When dabur don’t have
competeion they are free to fix any cost in market . but as there are many
competitors in market they have to fix their fixed cost and variable according to
their competitors price to gain profit and customer

b) Cost :
One of the most important factor to take care while pricing is the cost costs set
the floor for pricing decisions. There are two types of cost variable cost and
fixed cost. It is important that the price should recover all costs including a fair
return for undertaking the marketing effort and risk

c) Consumer demand :
Dabur learned that the majority of Indian population tends to go towards the
Indianised natural and herbal products thus they made it their USP. Dabur is
efficiently leading the market with this product range, providing the customers
with special products easily.

Pricing policy used by dabur

1. Premium pricing policy :

Premium pricing strategy is used for product with unique quality or high
quality product . dabur has different type of product some are economical
product and premium product so they fix their premium product price
according to premium pricing strategy
2. Penetration pricing :
Penetration price is used to penetrate there product in market so, dabur uses
penetration pricing for econmoic products of dabur so it can catch for
customers of market .
 Price band Strategy
 Price bands are used to provide guidance to buyers.
 They are also frequently used in importing and exporting, whereby
countries set top and bottom prices for certain goods sold within its
borders. Countries then subject goods whose prices fall below a certain
price to taxes or duties to force the price back into the band.
 A price band is a price floor and a cap between which a seller will let
buyers place bids on a security, usually during an initial public offering
 For example, let's say Company XYZ is going to go public. As part of the
IPO process, Bank ABC (Company XYZ's investment bank) sets a price
band on its shares of Rs45 to Rs50 per share. This means that buyers
must bid at least $45 a share for the first issue of the shares.
 ICICI Securities has given a buy rating to Dabur India with a target price
of Rs 550.
 The share price moved up by 0.74 per cent from its previous close of Rs
515.60. The stock’s last traded price is Rs 519.40.
THANKYOU