Question

Marketing 101

For purposes of this discussion board, you are asked to select a specific company that has many product items for sale (i.e., food products, cleaning products, personal care products, etc). This company must be different from any example already posted by your classmates.

Your initial posting will likely require various paragraphs. Any outside sources that you use must be appropriately cited.

Your discussion should include:

1. A brief (one paragraph) discussion of the company. Remember, this product or service must be different from any example already posted by your classmates. Provide a link to the company’s web site.

2. Based upon your examination and analysis of the company’s products, provide an example of each of the following: a product that is in the introduction stage of the product life cycle, a product that is in the growth stage, a product that is in the maturity stage, and a product that is in the decline stage. Explain each of your choices.

Answer 1

1. The company that I have selected for the discussion is Dabur India Ltd.

Dabur is one of the leading FMCG companies of India. It is one fo the world's largest Ayurvedic and Natural health care company. It has a vast potfolio of over 250 Ayurvedic/Herbal products. dabur operates in key categories like Hair Care, skin care, Oral care, Foods and Home Care. The company has a wide distribution network, it covers more than 6 million retail outlets covering both rural and urban markets.Dabur's products are also availbale in the global market, it is available in more than 120 countries across globe. The revenue of Dabur is about $117 Crore and has market capitalisation of about $748 crore. Overseas accounts to 30% turnoover in dabur's revenues. Dabur started it operations way back in 1884. It was started as a family business by the Burman Family in Calcutta. the comapny has a rich 132 year of experience in the market and actively promotes Ayurvedic Home remedies formulated using ayurvedic herbs and plants. In India, it owns more than 1000 acres of land to grow rare medicinal herbs and plants.

Link: www.dabur.com

2.

• Introduction stage of PLC: Dabur Madhu Rakshak Activ, Dabur launched this revolutionary product in the year 2016 keeping in mind that India has a high burden of Diabetes. This product is used mainly for management of Diabetes. This product is chosen since it is a food product with medicinal properties and has demonstrated effectiveness by reducing fasting and post prandial sugar levels after 24 weeks of consumption
• Growth Stage: Dabur's Real fruit Power. This is a healthy Fruit Juice range from dabur. It promises to fulfill the nutritional requirements. It is the No.1 Fruit Juice brand in india having won several accolades. It has a market share of 55.4% beating Tropicana.
• Maturity stage: Odopic - It is dishwashing bar from Dabur, this brand has reached its maturity stage. Lack of promotions and aggressive competition has lowered the market share of the product. Dishwashing category has VIM from Unilever as its leader capturing more than 60% of the market.
• Decline stage: Dabur Promise Toothpaste - As Dabur focuses on launching new age ayurvedic gel bars and promoting existing oral care basket, this brand has been kept on the back burner as Promise once popular has now lost its competitive edge to competitors like Colgate, pepsodent etc.