Porter’s GENERIC STRATEGY on DABUR Product

The generic strategies are:- 1. Cost leadership, 2. Differentiation, and 3. Focus. DABUR is one of the oldest companies of INDIA in FMCG sector. The company have 3 major strategic business units (SBU) - Consumer Care Division (CCD), Consumer Health Division (CHD) and International Business Division (IBD).

Consumer Care Division (CCD) addresses consumer needs across the entire FMCG spectrum through four distinct business portfolios of Personal Care, Health Care, and Home Care & Foods. From this segment I have taken Dabur Chyawanprash, which strictly follows the original recipe that was laid down centuries ago. Earlier without the competitor it was the market leader where we can say it follows FOCUS STRATEGY as only targeting Young and Old people. Which can clearly visible from their Advertisement campaigns. But after the entry of EMAMI SONACHANDI CHYAWANPRASH in to the market DABUR has keep its FOCUS strategy more actively by introducing two new product known as the sugar-free Dabur ChyawanPrakash and the chocolate-flavoured granular Dabur Chyawan Junior to create a niche in the market.

DABUR has maintain a clear DIFFERENTIATION Strategy in TOOTHPASTE segment by its product Dabur lal Dant manjan. It is a pure ayurvedic product with ingredients like Lavang Ka Tail, Kaali mirchi , Pudina Satva , Pippali, , unthi, Karpoor & Tomar seed, Sugandhi Dravaya, Kasni, Gairic powder, Other natural ingredients. No other brand able to produce such kind of toothpaste, so it is clearly a differentiation strategy of DABUR.

ASSIGNMENT No-2

Mr. GOUTAM DASHRegd No.-1226108128

Section - A