Page 43 - DCOM201_ACCOUNTING_FOR_COMPANIES_I

Accounting for Companies-I

Notes chosen after a study with Accenture, which revealed that Dabur was mainly perceived as
a Herbal brand and connected more with the age group above 35.
Also, larger retailers were making their foray into the FMCG market. Apart from HLL,
P&G, Marico and Himalaya, ITC was also posing a challenge. The supply chain of Dabur
was becoming complex because of the large array of products. Southern markets share in
the sales figure was negligible. These factors posed a threat to Dabur and hence small
changes were not enough.

Given below is the product portfolio of Dabur (Consumer Care Division 2006):
Product Category Products
Hair oil Vatika, Amla, Sarso
(Anmol coconut)
Shampoo Vatika heena conditioning, root-
strengthening
Anmol-natural shine, silky
Baby & Skin Care Vatika fairness, Gulabari, Vatika fairness
face pack
Janmaghutti, Olive oil, Gripe water,
Dabur lal tel
Digestive Hajmola range, Hingoli, Pudin hara
Health Supplements Chyawanprash, chyawanshakti, Dabur
Honey, Glucose
Oral Care Babool (rural market), Meswak (unani
method), promise, Lal paste, Binaca,
Promise
Home Care Odomos, Odonil, Odopic, Sanifresh

Given Below is a Segment Wise Competitor list:

Category Dabur’s Share Main Competitors
Fruit Juice 58% Real and Active Tropicana
Fruit Drinks (coolers) 1% Coolers Frooti and Maaza
Hair oil Coconut base 6.4% Vatika HLL
Shampoo Vatika 7.1% HLL and P&G
Hair care (overall) 27% HLL, P&G and Himalaya
Chyawanprash 64% Himani, Zhandu and
Himalaya
Honey 40% Himani, Hamdard and
local Players
Digestives 37% Paras and local players

Recent Initiatives
Following its plans, Dabur made significant changes in the time period 2002-2007.

Contd...

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