36574274 Dabur Marketing Strategies | Marketing | Sales





Submitted in the partial fulfillment of the requirement for the degree of MASTER OF BUSINESS ADMINISTRATION (MBA) TO MAHARISHI DAYANAND UNIVERSITY ROHTAK





I, Yogesh Tanwar, Roll No. 0905051, Class MBA (III Sem) of Gurgaon College of Engineering, Bilaspur, hereby declare that summer training project entitled: "Marketing Strategies of Dabur India Ltd." is an original work and the same has not been submitted to any other institute for the award of any other degree. A seminar presentation of the training report was made on 8th June, 2010 to 2nd August, 2010 and the suggestions s approved by the faculty were duly incorporated.

Presentation In-charge

Signature of the Candidate

Signature: Name of the Faculty:

Countersigned Director of the Institute


My sincere thanks to Ms. Teena Gupta, Faculty Member, Gurgaon College of Engineering, Bilaspur, for her valuable guidance and support at all time. I am grateful to all the employees of Dabur India Ltd deserve special thanks for their cooperation and help in the collection of necessary and relevant material for this summer training project. Also, I do thank and remember my friends for their effort and helping hand. Every effort has been made to enhance the quality of work. However, I owe the sole responsibility of the shortcoming, if any, in the study.




The concept of giving more customer satisfaction has been changed . In the light of the present marketing scenario. The marketing strategy in India which was practiced in the olden days has either been changed or been refined so as to adjust with this dynamic world. 5 . in Dabur India Ltd. enabled me to study and widen the intellectual horizon with a practical sense in the concept of marketing in real life. How Dabur can increase its market share in food Products” emphasis on marketing.PREFACE Indian Economy has undergone a radical transformation in the last three decades. The discoveries and invention in various fields of life is perhaps be the reasons for this transformation. If we consider the early years of development of our economy. through this project “With the change of policies in Budget 2003-2004. The present emphasis is one matters of providing a complete ‘Pleasure’ or ‘delight’ to the customers every walk of life. It is observed that the producer’s consumers as well as production and consumption is becoming more and more complex and specialized . My two months of training.


hospitals. and prices. selling and marketing are only the tip of the marketing iceberg. museums and even churches. distributes and promotes them effectively. domestic or global. more than any other business function deals with customers.but in the new sense of satisfying consumer needs. build and maintain beneficial exchanges with target buyers for the purpose of achieving 7 . these products will sell very easily. So .a set of market tools implementing and control of programs designed to create. However. Marketing Management is defined as the analysis. develops products that provide superior value. for profit or non-profit.large or small. If a marketer does a good job of understanding consumer needs. that work together to affect the market place.THEORETICAL CONCEPT AREA OF SPECIALISATION Marketing. but so do non-profit organisations such as colleges. Today. Large for-profit firms such as McDonnell’s. Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others. marketing must be understood not in the old sense of making a sale“telling and selling”. Many people think of marketing only as selling and advertising. planning. Thus selling and marketing are only a part of a larger “marketing mix”. Sony Fed Ex use marketing. Sound marketing is critical to the success of any organisation. Creating customer value and satisfaction are the heart of modern marketing thinking and practice.

Now-a-days there a vast varieties of marketing strategies are developed by the companies to promote the selling. but those companies which are giving importance to a customer’s wants will be succeeded in their attempts. The basic task of marketing is the delivery of total offer to the consumer is such a manner that a) b) the offer fulfills the needs of the consumer the term and attributes of the offer are acceptable. A successful business requires marketing as its key factor. Therefore the recent defination of marketing would be ‘the fulfillment of needs by the transactions and exchanges of products through the media of markets in a ‘ satisfying manner’. and beneficial to the consumer. The firm marketing. and c) All the organisational goal. Marketing management involves managing demand. which in turn involves managing customers relationships. the standard of living is developed. It is through marketing. It the on going study various attempts have been made to understand the tactics of Dabur. Now the emphasis is laid on ‘ satisfying the customers need’ rather than selling the articles. including profits are achieved in the process. As a result of the competitions a company has to find new orientations to bring about exchanges for the purpose of satisfying needs and wants. this has changed. a company has to 8 .organisational objectives. So among the companies involved in the competition . in the traditional sense means ‘Making sale’ but in the modern era. the one which understand the customer’s will thrive and others will perish as the saying goes struggle for existence and survival of the fittest. The concept of marketing touches every sphere of one’s life. Marketing decision is one of the important tools.

Dabur is one of the few companies in the world to produce Paclitaxel . Nepal and Egypt.the traditional Indian health care system. The Company has major interests in health and beauty care. This promoted a doctor from Calcutta. The company has sales and marketing offices in Dubai and London. manufactures confectioneries.most allopathic medicines were out of the reach for the vast majority of the Indian population. Dabur has collaborated with Osem of Israel to manufacture bakery specially and another food products.an anti cancer drug.. the joint ventures with Bon Grain of France. Dabur International Limited. Dr.. Dabur has collaborated with leaders in their fields to set up joint ventures in India. Most of the marketing decisions are based on Products.take in its long run. Dabur has transnational network of 19 offices servicing both rural and urban markets in India.. The Company has major interests in health and beauty care. Burman. The Company has developed its own eco-friendly process to manufacture this drug from raw material stage. DABUR INDIA LIMITED Over hundred years of caring.. its price and the way in which the selling can be promoted. to 9 .. The Company has 12 manufacturing plants in India. The joint venture with Agrolimen of Spain. multiproduct enterprise. will manufacture specially cheese. During the late nineteenth century. S. Dabur products are also manufactured in Dubai. General De Confiteria India Limited. both in terms of price and availability.. multiproduct enterprise..Its historical background and its growth Dabur commenced operations in 1884 and is today a multilocatonal. Dabur products are available in over 50 countries. The Company manufactures and markets a range of oncologicals.K. Dabur commenced operations in 1884 and is today a multilocational. Dabur India Limited. Dabur is a leader in Ayurveda .

Pudin Hara.47 crores. Its such refreshing change.establish a Company in order to provide low priced alternative in the form of a traditional Aurvedic medicines. expansion and globalisation programme that is aimed at transforming the once closely-held family company into a professional group with interests such as diverse as toiletries and pharmaceuticals and held products. Today Dabur stands at the thershold of a major diversification. after merging with Vidogum and chemical Ltd 1986. In order to expand internal sources are no enough. The company was started by Burman family and has come a long way. Moreover. Hajmola. with well known herbal bases Dabur Chyawanprash. The dream of becoming a Rs 1000 crore Company by the turn of the century. It issued bonus shares to existing shareholders in the ratio of 4:1. it is one house where trasition has been an integral part of its history. Traditionally known for its Ayurveda/ethic products. the Burman clansmen have each been assigned critical but well-defined roles that complement not supplement on another. Pivotal to this effort and resources. the Burman family plans to dilute its holdings in the group by 20 percent by offering Rs 54 crore worth of shares at a premium of Rs 85 each to financial institutions. Together. The company in question was called Dabur which later became incorporated as Dabur India limited. In a corporate battlefield littered with the corpes of the familiar feuds. 10 . FII’s and the public.56 crores to Rs 28. Dabur Amla hair oil the company has retrained this aura with even new products while at the same time entering modern areas of business. Dabur’s story of succession has been relatively smooth. In one deft stroke. could well come true. All highly qualified professionals in various disciplines. this will hike the company’s paid up capital from Rs 4. which it has shared as a promise with prospective investors during its 1997 public issue.

Introspection into product portfolio. the over 700 crore Dabur group has diverse interests. The company has its sales and marketing offices in Dubai and London.The company manufactures and markets a range of oncologicals. The joint venture with Agrolimen of Spain. Dabur products are available in over fifty countries. and Egypt. manufactures confectioneries. From Rs 5 crore company in 1971 to Rs 316 crore company in 1993 to a Rs 1050 crore conglomerate now. Dabur products are also produced in Dubai. ranging from pharmaceuticals to cosmmetics to food products to insurance. The rethinking within the Burman family began just before Dabur’s maiden Public issue in 1993. Fergusen was appointed to examine possibilities and come up with suggestions that would help Dabur achieve its turn of the century targets.Dabur has a transnational network of 19 offices serving both rural and urban markets in India. A. Nepal.Dabur has collaborated with Osem of Israel to manufacture bakery specialities and other food products. The company has 12 manufacturing plants in India. The company has developed its own eco-friendly process to manufacture this drug from raw material stage. Dabur International Limited. From a closely help group in early 1990’s.F. analysis of markets and distribution afresh. Dabur has collaborated with leaders in their field to set up a joint venture in India. The different product ranges that Dabur offers in different segments are :- 11 . will manufacture speciality cheese. Dabur is one of the few companies in the world to produce Paclitaxel and anti-cancer drug. General De Confiteria India Limited. the joint venture with Bongrain of France.

Foods :-Fruit Juices and Homemade cooking. an attempt to brand honey. While at the same time entering more modern areas of business. Cooking oils and other select products from Dabur range. Rejuvenators. Moisturisers and Sun Protectors. Honey and Food Additives. with well known herbal bases. Anti Arthritic. and Anti Hypertensive. an old age commodity favourite with Indians. Product for Global Markets :-Soaps. Anti Histimines. fresh from the success of its maiden public issue. Hypoglycamic. Cosmetics :. Oestrus Inducers. Liver Tonics Dermatologicals and Anti Stress. Dabur Honey. Hair Oils and Vitalizers. for instance. Uterine Tonics.Pharmaceuticals :-Cytostatics.Skin Nourishers and Tonners. Hajmola. Anti Bacterials. Face Masks. Shampoos. Dabur Amla Hair Oil the company has interestingly. Anti Ulcerants and Antiacids. Shaving Creams. Dabur Chyawanprash. retained this aura with even new products. Dentifrice. Anti Diarrhoeals and Bowel Regulators. Sherbets. hair Wash and Cleaners. when the Burmans decide to decentralise the control on day to day affairs. Family Products :-Hair Care Products. Ayurvedic Specialities :-Liver Tonics. Pudin Hara. Cardioprotectives. Cleaners. Analgesics and Anti Diarrhoeals. On the other the company has entered into new-age areas such as cosmetics and pecked food Also an anvil and personal care products through tie-ups with multinationals. In 1994 the new-age Dabur emerged. Also a decision was taken to convert the three core business of 12 . Veterinary Products :-Digestive. Traditionally known for its ayurvedic/ethic products.

Family product division. Dabur has more than 60% share of the branded Chyawan-prash market. Animal Health Care.healthcare. The market share of digestive like Hajmola and Pudin Hara above 80%. This was done not only to increase visibility. Ayurvedic specialities division. Last year. accounts for 30% of the business. each with its own marketing and distribution set up. The company has six profit centres:• • • • • • Healthcare products division. Chyawanprash and Pudin Hara. 13 . The strategic rationale for shift from Dabur’s inherited business is that the OTC drugs like Hajmola. The strategic rationale for the shift from Dabur’s inherited business is that the group hopes to leverage its considerable brand equity. more than 70% of the group’s business came from the family and healthcare division. Cosmetic and Natural Gums. is all set to build no that franchise. Ayurvedic division. Pharmaceutical division. Foods. but also to give the professionals more time of focus on existing products with the scope and freedom for each division to enhance their market presence with additional products. Bulk Drug Pharmaeuticals. Dabur has range of over 500 products covering Health and Beauty care. family care and ayurvedic specialities into independent profit centres. The high profile diversification’s. specially in foods and cosmetics. Export division.

But recently. Isarel’s largest food company. Dabur International is an equal partnership company with the $2-billion Bongrain SA of Frnace. The Rs. for over a decade and products like Chyawanprash and Hajmola were already Classified and sold as food items abroad. it will take on established players like market leaders Amul which has a 60% market share. covering OTC drugs like Hajmola. accounts for 30% of the business.crore convenience and ready to eat foods. reduced its price. Making it happen is a spate of tie-ups. the Dabur game plan covers the entire gamut of the Rs. a herbal drink concentrate. which covers hair oils. there’s excelsior Foods.1.This cannot strictly be called a new line of business for Dabur.10-crore venture will enter the 7500-tonne per annum cheese market. 1 after Perfetti India. biscuits and noodles. the unit price of Boomer was reduced from Rs. 14 . oral care and Dabur Honey. the largest division. Chyawanprash and Pudin Hara. Other products on the anvil include salad dressings. Dabur has more than 60% share of the branded Chyawan-prash market.The former. especially in foods and cosmetics. The company claims the venture has been a success-sales reached Rs.15 crore. is all set to build on that franchise. which launched Creamwich crisps in February this year. A close look at the bussiness and the challenges they could face. Health care. The young cousins think otherwise. The company has been selling Sharbat-e-Azam.50 to Rs. the main competitor in this segment. 25 crore in the first year against a target of Rs. Analysts have questioned these moves because they bring the group up squarely against market dominated by multinationals and strong domestic players. Here. Foods:. The market share of there digestives like Hajmola and Pudin Hara is above 80%. Today.3000. Vijay(14%) and Vadilal(10%). One Index of the kind of challenge Dabur could face is the group’s foray into chewing gum in collaboration with Agrolimen of Spain for its Boomer brand in 1995. contributing 43% of the bottom line. The high profile diversifications. a 60:10 venture with the $ 500 million Osem. to make specialty cheese products.

was developed by the Dabur Research Foundation. Dabur plans to set up a cold chain network to support its cheese products business. there is tough competition from strong domestics and multinational players like Lakme. She mooted the idea of diversify into cosmetics and positioning the products at a price range the would make them affordable for urban. Oriflame and Benekiser. with a shorter shelf life. putting some infrastructure in place for their foods business. Take the launch of Real fruit juices and Homemade Cooking Pastes in June 97. But it is going to be a long haul. middle class women. Dabur may be a strong player in the herbal market. The Burmans are. 800 crore cosmetic market. Buaman’s daughter After a stint abroad as a student. foods and cosmetics. So Samara. With a projected turnover of Rs. G. Dabur is taking no chances. But Amit Burman is confident of penetrating the Rs. Dabur’s equity in the herbal category is certainly going to help in marketing these products. although we do not claim this range to be either herbal or Ayurvedic.5 crore in the first year. require a different distribution network. Samara is relating through 150 select outlets in Delhi and Chandigarh and will roll out in Mumbai shortly. Cosmetics:-This was suggested by Gauri. but foods. For one. she realised that quality cosmetics were hard to come by in India. 3. For instance. As a result Real and Homemade went off the shelves in 45 days and reappeared only on May 98 and from then it has picked up. Amit Burman. a cosmetics range of skin-care products. This coupled with product quality and Dabur’s brand equity will give us a unique position. is confident. The product proved to be a sellout but the company was unable to keep pace with demand. Their products are unique. Here again.C.Dabur take on established players like Hindustan Lever. director-in-charge. The company has installed skin testing 15 . Nestle and Amul. however.

Anti Histimines. These will help buyers test their skin type before making a purchase. Hypertensives. Moisturisers and Sun Protectors. Dabur is eyeing the top slot by this year end. Veterinary ayurvedic : Dabur Ayurved. Sherbets. set up in 1995 targets the urbanised sector.8 crores the Rs. Foods:. Honey and Food Additives. Face Masks.Fruit Juices. Anti Ulcerants and Antacids. The different product ranges that Dabur offers in each segment are:Pharmaceuticals:-Cytostatics. Hair Wash and Cleaners.6 crores in 2003. Analgesics and Anti Diarrhoeals.Hair Care Products. Anti Bacterials. The turnover from this division comes Rs. Finance: Also on the agenda in Dabur’s foray in the insurance sector. 19. Hair Oil and Ventilizers. With very few competitors. • Cosmetics:. Dentrificce. Homemade Cooking. Natural Gums: This is the binder division of the group set up in 2003. the world market leader for gums. 17. They have signed an MoU for setting up a 50-50 joint venture with Boston-based Liberty Mutual Group. The ubiquitous tamarind and sugar seeds constitutes it raw materials. Family Products :. Cleansers.Skin Nourishers and Tonners. they hold a 20% market share. catering to customer specific binding needs. In 2004 the company hopes to close with a turnover of Rs. 90 crore market for veterinary herbal drugs.machines and oil outlets. and Anti 16 . Dabur has signed a technology transfer and buyback agreement with Sheikibo of Japan.

a leading bakery product company in the country. Liver Tonics Dermatologicals and Anti Stress. cardamom extract sold under the brand name of instant. Uternice Tonics. 5 crore by the two partners and a loan of Rs. Veterinary Products :.Soaps. specialty biscuits and extruded food. 10 crore and the project will be funded through an equity contribution of RS. The initial investment in the project is to the tune Rs. cake. Besides they are manufacturing candies called Hajmola. Oestrus Inducers. Dabur also proposes to transfer its extruded food products to the joint venture company. Anti Diarrhoels and Bowel Regulatros. 4 crores. Shampoos. Anti Arthic. kewra water. 17 . The revenue generated by the sales of these products at present amounts to Rs. will hold 60% stake. The joint venture company will establish an exclusive distribution network for its products line and will also use Dabur’s existing network for sale of its products. The company is also test-marketing a lemon flavoured juice. The Dabur-OSEM joint venture manufactures snack foods. a red pepper salt called Capisico. The joint venture will be floated in which Dabur India Ltd. Bakery Product :. Ayurvedic Specialities:.Digestigve.Herbal and health products giant Dabur Ltd. The company intend making items that are suitable to Indian paletes like or ginger based chutney along with mayonnaise to cater to the new evolving palet. mayonnaise. rose water. Cooking Oils and Other select products from Dabur range. is making an entry into the business in collaboration with Israel based OSEM Group. OSEM is one of the largest grocery food manufacturers with a product line of nearly thousand varieties of cookies. Rejuvenators. Cardioprotectives.• Products for Global Markets:. 5 crore. The company is already into making Sharbats (sharbat-ai-Azam).Liver Tonics. candies wafers and sauces among other things. Shaving Creams. Hypoglycamic.

in view of the fact the Dabur is basically a health care company and the product did not go with the image of the company. 18 .. the Dabur brand has to shed its image. the venture was given the go-by. could not be promoted because of thin margins. Chyawan-prash was brought only by grandparents in rural and semi-urban markets a group which was vanishing rapidly. For the past few years. And the product is packaged convenience food. To be successful in the market. modern and traditional has to be maintained cautiously. which was sold under the brand name of Nawabi pan masala. Dabur has been engaged in balancing its traditional appeal with a modern image and it is a difficult job. This is a bilateral agreement in which Dabur has majority. then why not against other things. Couple of years back Dabur realised that many of its brands were selling in dying market. There is a fear in the process that the company may lose its existing customers and the balancing act between the rural and urban. However. However. This was a strategy of Dabur. Similarly. Items like extract. they are aware of the fact that they will face stiff competition. If Hajmola could compete against chatpat churment from Procter and Gamble. he can also buy the snack food. After all today chips and Pepsi are more popular even in the remote villages. rose water etc. If a person comes to buy Dabur honey or Hajmola. It is this outlet that the company is using ultimately to market the product of joint venture. while OSEM is providing the technology. the marketer need to learn how to woo the urban buyers. And after the years of perfecting rural selling pitch. Dabur is doing the market research of the Indian psyche-what can be sold and what can not be. product should have market acceptability and Dabur is confident that their new products will be as popular as the existing ones.Dabur has its roots in Ayurveda and has been manufacturing wide range of the health care products. To keep growing and attract the younger set of the rural consumer. In the early 1970s Dabur even went into the manufacturing of pan masalas.

In terms of recent international launches.K. Global Vision coupled with motivated human resources. At Dabur it is a culture you can not service tomorrow’s market with yesterday process. These are very foundations of Dabur’s corporate philosophy. Dabur’s advantage is its 19 . The companies leading exports is Amla Hair Oil. EXPORTS Healthcare products and family products brands contribute 35% of Dabur’s Export sales. The recent past has spawned a unique economic era.K and the Middle East. As a marketer Dabur has listened. Other principal market include Bangladesh.Besides catering to Indian market. accounts for a further 14% of exports. indeed thrive in a changing marketing environment. although the company products are available in cover 50 countries in total. reacted and then created products that have stood the best of time. terfenadine and anti-cancer drugs. Technology upgradation is a continuous process. spices and gum accounts for the remainder. including fluconazole. appropriate technologies and optimum utilisation of resources at all levels are today the key ingredients for a successful enterprise. Over the century of presence against the background of varying economic conditions. which is particularly popular in U. the company introduced six singleingredient ayurvedic OTC dietary supplements under is Nature Care label in the U. Sri Lanka and Malaysia. Dabur has cope with. while oil. the joint venture company also plans to export its products to Middle East. has strengthened Dabur’s marketing skills. As a leader cannot be insensitive to the changing nature of customers demand. Serving them requires a continuous review of technology. learned. Bulk Drug. Products that have evoloved to become household names in over 35 countries. Germany and Italy.

For Dabur it is a culture and not a stop gap arrangement. Dabur prides itself on its R&D infrastructure. The world over standards and bench marks have changed. Research and Development are the two areas where this infusion is evident.It is indeed 20 . There has been influx of some of the latest technology the world has to offer. Production.superior technology edge. It is the corner stone of their innovative skills. and environment in which they operate. Be it an anti cancer drug or herbal enriched hair oil. Dabur has taken advantage of this and embedded the best of the relevant technology. R&D at the Dabur is obsession. as expansion of information technology capabilities have all added to the better environment and work ethos. Sustaining consumer confidence for over a century is no mean feat. This is very important because research without its adoption into practice is a mere academic exercise. Dabur has always been synonymous with quality. Dabur’s research and development has been successfully in developing both and in transferring laboratories techniques into production. Dabur uses today technology to deliver it in this successful blending that give Dabur the confidence of continuing to be the leader even amidst chage. And in maintaining this they are not constantly pushing back the frontiers of technology but also expanding the frontiers of their own potential and capabilities. Dabur believes that quality is a corporate responsibility towards employees. It is the investment that has been paying rich dividends. The Indian market has gone sea change in the last few years. Technology upgradation has not been at the cost of be humanising the quality of life. Stricker pollution control measures. though they continue to be inspired by ancient wisdom. and so have Dabur’s.

Dabur has contributed by providing health care for the society we live in. It has changed. Dabur has taken everyone in their journey towards growth and progress. The company has lived upto these challenges and have entered new market overseas. Global vision. up market company.dadi’s brand. evolved and contemporised. From private limited company at the time of independence. Changing world economy has changed the ground realities. And is sure that it will continue to be a leader in all the areas of its activities in the golden year of Indian independence and beyond.year old company to position it as a contemporary. It is the contribution to the environment in which you flourish. Economic growth is not an end in itself. Dabur feels proud in reminiscing those years of achievement. These are very foundation that will expand existing business as well as nurture strategic alliance through commitment innovation and as emphasis on total quality.The company will look forward to new opportunities for growth in years to come. ADVERTISING The new advertising campaigns were taken by 112. Dabur as a company are committed to sustain this consumer confidence. has cared for its customers and has tended the nature that provides raw material for the company’s product. Shrinking global borders has made the company part of the international community. Dabur has come a long way to be a widely held company rated amongst the best business ho/se of India. a perfect blending of technical and human resource are key ingredients for growth.a true reflection of quality of the Dabur’s products. Back home. Fiftieth year of independence of India a year of introspection not only for the country but for Dabur also. that matters. Dabur has kept pace with time . company has diversified into new areas. Dabur has learned to outpace the competition. Forget dada. 21 .

From sedate endorsements from filmstars and rishis. 22 . Creative about Home made and Lamoneez campaigns ad conveys the message to the target audience working women in a short span of 15-20 seconds. Dabur’s attention to advertising and promotion was provoked by a 1993 market survey. which showed most consumers perceived Dabur to be a small company. Real fruit juices and home made pastes are more trendy than its old brands Pudin Hara. Dabur India limited is swiftly shedding its traditional trappings and turning contemporary and chic. Creating a niche for itself by innovative product introductions. The shift from traditional is in tandem with the changing trends in consumer behaviour. and its spokes persons are more often than not. The campaigns are intended to give better discounting on bourses. with only one or two factories and no more than a handfull of products. the company was determined to strengthen its corporate image in order to attract foreign partners and joint ventures. Far more interesting is the change in the company’s positioning. However. It needs more valid reasons to make a choice. Indians have become more aware of their rights and new generation refuses to buy brands just because it is dadaji’s favourite. attractive young women. The brands have evolved over the years to suit the consumer. The intense campaigns are a part of Dabur’s growth strategy which is aimed at: • • • Leveraging on its brand equity by introducing line extensions.The 112-year old veteran in pharmaceuticals and hair care. Dabur’s new advertising style gives them valid reasons. Dabur’s new preferece is for interactive advertising. It is not just the product profile that is metamorphishing. Dabur Amla Hair Oil and Chyawanprash. through Dabur’s new offerings Samara cosmetics.

Dabur products are available in over 50 countries. Dabur is a leader in ayurveda the traditional Indian health care system. animal health care. Dabur has a transnational network of 19 offices servicing both rural and urban markets in India. the joint venture with Bongrain will manufacture speciality cheese. The company has sales and marketing offices in London and Dubai. Dabur has a range of over 500 products covering health and beauty care. manufactures confectioneries. Nepal and Egypt. Dabur has one of India’s largest distribution network. pharmaceuticals. The company has developed its own eco-friendly process to manufacture this drug from raw material stage. In 2003 Dabur products estimated 27 retail outlets. cosmetics and natural gums. The company has major interests in health and beauty care. This strong distribution network has ensured availability of Dabur products in almost every part of the country. multiproduct enterprise. The company manufactures and markets a range of oncologicals. Dabur products are also in Dubai. Dabon International Ltd. bulk drugs. The company has 12 manufacturing plants in India.. From the 23 . General de Confiteria India Limited. Dabur has collaborated with OSEM of Israel to manufacture bakery specialities and other food products. The joint venture with Agrolimen of Spain. foods. Dabur has collaborated with leaders in their field to set up a joint venture in India.DISTRIBUTION CHANNEL Dabur commenced operations in 1984 and is today a multilocational. Dabur is one of the few companies in the world to produce Paclitaxel an anti-cancer drug.

preparing these processes to respond to the changing demands on 24 . MARKETING Having set up a new foods division recently. The imperative for these rapid fire product launches led to a dramatic quickening of the pace of supporting activities like distribution and production. helping in dismantling its earlier image of being a vendor of semi medicinal ayurvedic products only. the Rs.small pan shops to grocery stores. initially dominated by mega brands from deep pocketed transnationals. The imperative for these products only. in branded form at least. in this country. Dabur products are available in all. thus gaining almost generic association in the customers mind for some newer brands.C.CEO G. In the market place Dabur beat every other company planning to introduce products in the same segment. and within the organisation. Burman’s search for the best way to stage a big bang entry ended in time based competition. he decided to roll out new products in one breathless burst of six weeks. On the consumers psyche. from drug stores to big markets. It has already deployed as many as 130 representatives to roam rural India. Moreover Dabur’s products are range of exotic pastes and packed fruit juice were essentially new concepts which consumers were not familiar with. and interact with farmers directly to spread the message of herbal animal health care. 1050 crore Dabur group has the difficult task of making an impact with its product launches in the market place . and ruled by consumers whose age old eating habits were not easy to change. where its market lies. introducing one new brand on every Monday. Instead of phasing out the launches of its new products. and within the organisation. This is one of the largest sales source deployed by any company for marketing veterinary medicine in the country. which would have been tantamount to adding a small drop to an ocean at discrete intervals. the brands blikzkrieg registered Dabur as a modern food company.

each headed by an independent professional. marketing and product innovations are the major strength of Dabur. it has build a formidable brand equity. each headed by an independent professional. and natural gums and foods. While all the 450 products were under one umbrella earlier. STRONG BRAND EQUITY A vast product portfolio (over 450 products). has provided Dabur with the much needed focus. 25 . The ability to find need gaps in the market. ayurvedic medicines. beauty care. In the process.them at high speed. pharmaceuticals cosmetics. Dabur is the market leader in most of three product categories in the domestic market. by competing on time. a modern research base and a strong transnational marketing and distribution network are some of the major factors contributing to the success of Dabur India. the company stuck to its crore competencies. Having indentified its strengths. the restructuring of its business into six distinct divisions. The result of this restructuring are reflected in the 9603 results sales growth of 39% and improvement in the OPM from 9% to 12%. ayurvedic vaterinary products. It is also the leading exporter of herbal health care and beauty care products. To achieve faster growth rates. Dabur has grown steadily over the last one decade. Distribution. has provided Dabur with the much needed foucs. the company diversified into areas where its strengths could be utilised. Dabur has given both its product and its internal processes a head start in locking horns with rivals. Thus. The companies product portfolio encompasses product line like herbal health care. One of the most important decisions taken by the company in its formative years was to give the consumers good value for their money. The result of this restructuring of its business into six distinct divisions. to develop products accordingly and ensuring the timely availability of these products to consumers have been the hallmark of the company.

26 .


Only in two month training it was not possible to understand it so deeply. Only to study business administration course knowledge is not the solution of the problems. There is a certain formula for any particular problem. which arise in practical field. but the aim of this study is to develop the ability of decision making. 3. A right decision at right time and right place itself helps an organisation to run smoothly. So the way a problem is solved right decision making and knowledge of different types of making activities give much importance to the study. To study the problems faced by Dabur. Buying behaviour. 2. To study the Consumer. IMPORTANCE OF THE STUDY Being student of MBA it is very essential for me to have a practical knowledge in an organisation. 28 .OBJECTIVE OF THE STUDY Following are the major objective of study:1. To study the impact of Budget Policies on Marketing Strategy of Dabur Foods. but an overall idea could be developed. This study gives an idea of all marketing activities.


Dabur Nepal and Dabur International and 3 step down subsidiaries of Dabur International Asian Consumer Care in Bangladesh. African Consumer Care in Nigeria and Dabur Egypt.1329 Crore (FY02)  2 major strategic business units (SBU) . corporate and process hygiene.  Leading consumer goods company in India with 4th largest turnover of Rs.  13 ultra-modern manufacturing units spread around the globe Products marketed in over 50 countries Wide and deep market penetration with 47 C&F agents. The results of our policies and initiatives speak for themselves. more than 5000 distributors and over 1.The Health Care Brand 30 . dynamic leadership and commitment to our partners and stakeholders.Consumer Care Division (CCD) and Consumer Health Division (CHD)  3 Subsidiary Group companies .5 million retail outlets all over India   CCD.Dabur Foods. dealing with FMCG Products relating to Personal Care and Health Care  Leading brands  Dabur .COMPANY PROFILE DABUR AT A GLANCE Dabur India Limited has marked its presence with some very significant achievements and today commands a market leadership status. Our story of success is based on dedication to nature.

100 crore turnover each     Vatika Hair Oil & Shampoo the high growth brand Strategic positioning of Honey as food product.Value for Money Brand Hajmola. Vatika-Personal Care Brand Anmol.Tasty Digestive Brand and Dabur Amla.  Leader in herbal digestives with 90% market share Hajmola tablets in command with 75% market share of digestive tablets category   Dabur Lal Tail tops baby massage oil market with 35% of total share CHD (Consumer Health Division). leading to market leadership (over 40%) in branded honey market   Dabur Chyawanprash the largest selling Ayurvedic medicine with over 65% market share. Chyawanprash and Lal Dant Manjan with Rs. dealing with classical Ayurvedic medicines 31 .

Trifgol  Division also works for promotion of Ayurveda through organised community of traditional practitioners and developing fresh batches of students COMPANY HISTORY 1884 Birth of Dabur 32 .Asav Arishtas .Medicated Oils  Proprietary Ayurvedic medicines developed by Dabur include: .Nature Care Isabgol . Has more than 250 products sold through prescriptions as well as over the counter  Major categories in traditional formulations include: .Ras Rasayanas .Madhuvaani .Churnas .

S. Ltd.1.1896 Early 1900s 1919 1920 1936 1972 1979 1986 1992 1993 1994 1995 1996 1997 1998 2000 Setting up a manufacturing plant Ayurvedic medicines Establishment of research laboratories Expands further Dabur India (Dr. Shift to Delhi Sahibabad factory / Dabur Research Foundation Public Limited Company Joint venture with Agrolimen of Spain Cancer treatment Public issues Joint Ventures 3 separate divisions Foods Division / Project STARS Professionals to manage the Company Turnover of Rs.K.000 crores 33 . Burman) Pvt.

marketing its products in more than 50 countries all over the world. Our products World Wide We have spread ourselves wide and deep to be in close touch with our overseas consumers.   Inroads into European and American markets that have good potential due to resurgence of the back-to-nature movement. America and Africa. 34 . Today there is global awareness of alternative medicine.Dabur's mission of popularising a natural lifestyle transcends national boundaries. naturebased and holistic lifestyles and an interest in herbal products. Dabur has been in the forefront of popularising this alternative way of life. Far East and several European countries. A special herbal health care and personal care range successfully selling in markets of the Middle East.  Offices and representatives in Europe.

 Manufacturing facilities spread across 3 overseas locations to optimise production by utilising local resources and the most modern technology available. Africa. Dabur India Limited has set up subsidiary Group Companies across the world that can manage its businesses more efficiently. production and marketing have been divested to five leading group companies that conduct their operations independently:  DABUR FOODS  DABUR NEPAL  DABUR EGYPT  DABUR ONCOLOGY  DABUR PHARMA 35 . Given the vast range of products. and other Asian countries. to Europe. DABUR GROUP With a basket including personal care. sourcing. Partnerships and Production  Strategic partnerships with leading multinational food and health care companies to introduce innovations in products and services. Export of Active Pharmaceutical Ingredients (APIs).  Export of food and textile grade natural gums. extracted from traditional plant sources. manufactured under strict international quality benchmarks. health care and food products. Latin America.

36 .

and accountability to meet business needs. We accept personal responsibility. 37 . with a deep commitment to deliver results.COMPANY PHILOSOPHY "Dedicated to the health and well being of every household" This is our company. People are our most important asset. We are determined to be the best at doing what matters most. and we encourage & reward excellence. We all are leaders in our area of responsibility. We have superior understanding of consumer needs and develop products to fulfill them better. We add value through result driven training.

We are honest with consumers. As it grows even further. made its beginnings with a small pharmacy.We work together on the principle of mutual trust & transparency in a boundary-less organisation. We are intellectually honest in advocating proposals.Established by Dr. The Company has gone a long way in popularising and making easily available a whole range of products based on the traditional science of Ayurveda. including recognizing risks. Continuous innovation in products & processes is the basis of our success. MILESTONES Milestones to success Dabur India Ltd. Dabur will continue to mark up on major milestones along the way. 1884 .First production unit established at Garhia 38 . but has continued to learn and grow to a commanding status in the industry. And it has set very high standards in developing products and processes that meet stringent quality norms. S K Burman at Kolkata 1896 . with business partners and with each other. We are committed to the achievement of business success with integrity. setting the road for others to follow.

Ltd. 1930 . It is the first Company to provide health care through scientifically tested and automated production of formulations based on our traditional science.Computerisation of operations initiated 1970 Entered Oral Care & Digestives segment Addressing rural markets where homemade oral care is more popular than multinational brands. S K Burman) Pvt. and becomes the first branded Chyawanprash in India. So popular is the product that it becomes the largest selling hair oil brand in India. Dabur introduces Lal Dant Manjan.Dabur (Dr. The ancient restorative Chyawanprash is launched in packaged form. 1972 . with the launch of Dabur Amla Hair Oil. Incorporated 1940 Personal care through Ayurveda Dabur introduces Indian consumers to personal care through Ayurveda. 1957 .First R&D unit established Early 1900s Production of Ayurvedic medicines Dabur identifies nature-based Ayurvedic medicines as its area of specialisation. 1949 Launched Dabur Chyawanprash in tin pack Widening the popularity and usage of traditional Ayurvedic products continues.Shifts base to Delhi from Calcutta 39 . With this a conveniently packaged herbal toothpowder is made available at affordable costs to the masses.1919 .Automation and upgradation of Ayurvedic products manufacturing initiated 1936 .

Dabur completes 100 years 1988 . An Ayurvedic medicine used as a digestive aid is branded and launched as the popular Hajmola tablet.Enters foods business with the launch of Real Fruit Juice 40 . 1994 .Care with fun The Ayurvedic digestive formulation is converted into a children's fun product with the launch of Hajmola Candy.Dabur Research Foundation set up 1979 .Commercial production starts at Sahibabad.Launches Hajmola tablet Dabur continues to make innovative products based on traditional formulations that can provide holistic care in our daily life. Dabur Research Foundation develops an eco-friendly process to extract the drug from its plant source 1996 .Launches pharmaceutical medicines 1989 . a curative product is converted to a confectionary item for wider usage. In an innovative move. the most modern herbal medicines plant at that time 1984 .Enters oncology segment 1994 Leadership in health care Dabur establishes its leadership in health care as one of only two companies worldwide to launch the anti-cancer drug Intaxel (Paclitaxel).1978 .Comes out with first public issue 1994 . 1979 .

Across a span of over a 100 years. The first local brand of 100% pure natural fruit juices made to international standards. They follow FDA guidelines for production of drugs specifically for European and American markets.Real blitzkrieg Dabur captures the imagination of young Indian consumers with the launch of Real Fruit Juices . 2001 Super specialty drugs With the setting up of Dabur Oncology's sterile cytotoxic facility. Real becomes the fastest growing and largest selling brand in the country.4 crore 2003 . Dabur has grown from a small beginning based on traditional health care.Burman family hands over management of the company to professionals 2000 The 1.19 crore on a net profit of Rs 64. 2002 .Dabur record sales of Rs 1163.000 crores.1996 . 1998 .1.000 crore mark Dabur establishes its market leadership status by staging a turnover of Rs. the Company gains entry into the highly specialised area of cancer therapy. To a commanding position amongst an august league of large corporate businesses. The state-of-the-art plant and laboratory in the UK have approval from the MCA of UK.Dabur demerges Pharmaceuticals business Maintaining global standards 41 .a new concept in the Indian foods market.

75 3. INANCIAL REPORT Rs (Crores) 2007-2008 Turn over (including other income) Profit before tax Add: Provisions of earlier yr written back 1280.05 147.83 -2.00 0.12 2005-2006 1159. Dabur became the first Ayurvedic products company to get ISO 9002 certification.44 8.12 42 .14 66.00 4.49 00.02 Less: provision for taxation .current : provision for taxation – Deferred : provision for taxation for earlier yr PROFIT AFTER TAX Add: Balance in profit & loss account b/f From the previous yr Transferred from debenture Redemption Reserve Transferred from investment Allowance Reserve Transferred from Investment 1.97 81.22 165.02 113.50 13.20 113.26 101.As a reflection of its constant efforts at achieving superior quality standards.44 0.82 0.02 165.

96 9.12 169.74 169.50 1.Deposit Revenue PROFIT AVAILABLE FOR APPLICATION APPROPRIATION TO: General Revenue Capital Revenue Interim Dividend paid Final Dividend – proposed Corporate tax on Dividend Balance carried over to Balance sheet TOTAL 25.77 125.76 231.07 7.63 42.15 28.76 43 .34 81.74 22.17 40.56 17.23 231.


Distributors & wholesalers and it was handed personally by me to the respondents to be analysed. For primary data. The questionnaire was of multiple choice and the pattern of questions was as simple as possible. newspapers. For secondary sources no field work was employed. Secondary data was also collected personally by me.RESEARCH METHODOLOGY As the purpose of the project report is to analyse the consumable products successfully launched in the last three years. which the company has furnished for the general public. multiple choices were given and respondents were asked to select one of them. c) d) Questioning is usually faster and cheaper. The questionnaire method was useda) b) To get first and relevant and unbiased information Questionnaire provides versatility and solutions can be obtained by just asking the questions. With every question. a survey was conducted both of consumers and retailers Distributor & Wholesalers in order to gaunche the market opinion. I proceeded with the drafting of the questionnaire for consumers was structured as undisguised. In order to amplify the empirical findings from primary and secondary sources. journals. The data was collected both with the help of primary as well as secondary sources. there is more control over data gathering activities. brochures and also through the internet. The secondary data was gathered with the help of various magazines. The questionnaire technique 45 . Moreover. & Personal -interview retailers.

was structured and not disguised as the questions followed one pattern and reason behind the questionnaire was stated properly. All the questions were directly related to the subject. For Real Fruit Juice and Homemade Cooking Paste. 1. Sample size for customers were 150 in number and the universe comprised of all the consumers within the geographical region of Delhi. 2. Sample size for retailers were 40 in number and the universe comprised of all the consumers within the geographical region or Delhi. 3) Sample size for Distributor & Wholesaler were four in number & the universe comprised of all the consumers within the geographical region of Delhi. No other field work was employed to gather the information. The questionnaire were distributed to the respondents and the data was collected through primary and secondary sources. The statistical technique such a Pi-chart and percentages were used in analysing and interpreting the data.





FRUIT JUICES : INDUSTRY Fruit processing industry has been included in the high priority sector, which means automatic approval for upto 51% foreign equity participation, free import of capital goods, raw materials and other inputs for export oriented units, and five tax-holiday for companies. This special treatment was warranted due to inherent high growth potential. There has been three-fold increase in fruits processing units in the last seven years. The installed capacity of fruit processing industry has gone upto 29.10 lakh ton in 2003 from 19.50 lakh ton in 1998. The output of processed fruit grew by around 22% during the same period. Though, as a result of value addition, the industry is said to be rowing at 1015% per annum, no significant change has accrued to the companies from increased production of fruits as the cost of production has remained high, primarily driven by the cost of raw material. High cost of raw material is due to small land holdings, which discourages the use of mechanised methods and there are no economies of scale. Also, as the processors from several small products, maintaining cosistency in quality of raw material becomes a problem. A plausible solution to this problem could be corporisation of agriculture, especially for the production of fruits. Large tracts of land can be allowed to be developed by the corporate using modern technology. The industry is extremely decentralised and a large number of processing units are in the cottage and small-scale sector. The other major problem is the poor post-harvest handling facilities. Consequently, the quality of fruit reaching the processors continues to suffer.


at around 32%. Brand building is an important part of selling and surviving strategy for fruit processing companies. Poor storage and constant handling affects the quality of the fruits and the processing companies end up losing 30% of raw material. Therefore. A whole range of new processed food products is emerging as the new export potential. which specifically include the fruit juices. Indian consumer has become more and more hygiene and health conscious. Fruit juices thus. have started experimenting with processing two or more fruits. consumers are ready to buy packets. which sells juice under the brand name Tropicana and Dabur’s Real fruit juices have emerged as successful brands. The income level of the average Indian is rising which has resulted in increase in disposable incomes. processed and hygienic fruit 49 . Within the domestic market. have a great potential to appeal to the Indian Consumer. This is because most fruits are seasonal and the processing plant still prefers to go in for single fruit. are beginning to get a market. Capacity utilisation may improve significantly if this trend becomes more popular. The Indian exports were generally dominated by mango pulp. This again leads to an increase in the cost of manufacturing. More recently companies like Dabur. These facts does not really mean a dismal potential installed in for fruit juice industry there exists a latent demand for fruit juice in the country. But the off-take is limited to the high income group. fruit juices and such other products. Companies like Tropicana from Pepsico. the picture seems to look better.There are few or no cold chains and cold storages in and around growing centres. Capacity utilisation continues to remain abysmally low. which manufactures Real range of fruit juices. like nectars etc. On the export market front. which has led him to demand for hygienic food products. These products also face stiff competition from bottled aerated drinks. signifying the importance of brand building in the fruit processing industry. among the processed fruit products.

Real fruit juices in August 98. 1996 Dabur. international soft drink giant Pepsi decided to enter this lucrative fruit juice market. Pepsi recently launched its answer to Onjus and Real in the shape of Tropicana. was the Rs.juices rather than a glass of juice from the roadside juice vendor. many new and old companies entered the packed fruit juice market. To precede everyone. Real fruit juices were not an instant success. to caputer the Indian fruit juice market. entered the juice market realising its potential with its vast range of Real fruit juices. The entry of Tropicana suggest that there is still scope for others to enter into this market and hatch the eggs of the golden goose. and with careful planning they captured a huge market share in virtually monopolistic market conditions. the revitalizedReal fruit juices have started doing well after its relaunch. In June. 50 . Watching the intense battle between Tropicana and Real fruit juices. even if the packed juice may cost him more. The presence of Tropicana. Its failure can be attributed to the slackness in the distribution network. Real and Berry suggest that there is an immense potential in the Indian fruit juice market. Indian juice market. Relaunched. Even though the established players like Onjus and more frequently Real have captured a chunk of the juice market. a Mumbai based textile firm looked upto to diversify its business operations and entered the fruit juice market with the formation of Enkay Texofood Ltd. Learning upon the lost opportunity by Dabur. Dabur later realised its mistakes and geared up to take on the market leader Onjus. Their brand Onjus was launched in April 97. 1050 crore Dabur India Ltd which is well known as a pharmaceutical company. Realising these facts and Govt policy to include processed fruit juice industry under the high priority sector.

models. . MARKETING STRATEGIES OF DABUR FOODS LTD. size. Its variables are :. or just Marketing Mix variable. style. quality. Berry an Australia Product. The activities and programs which a business firm designs and carries out in its efforts towards winning customers.The products undertaken in fruit juice segment in the Beverage industry are: • • Tropicana from Pepsico Real Fruit Juices by Dabur India Ltd. features. material.Packaging. which are usually known as four P’s of marketing. relate one or the other of the four elements. label 51 .Design. • • • • Product Place Price Promotion 1) Product means the goods and the services combination the company Offers to the target market. type. appearance.Product mix and product line . appearance. size and warranty of products.

Physical distribution. pre-sale and after-sale . .Channels of distribution.Advertising : media mix. . .New products 2) Place includes company activities that make the product available to target consumers.Sales promotional efforts.Terms of delivery. Its variables are :. types of intermediaries. level of motivation. channel remuneration and dealer . quality of sales force. credit terms and installments Facilities. channel design. inventory levels. trade promotions. Order processing etc..objectives. cost level. level of effort.Resale and price maintainence 4) Promotion means activities that communicate the merits of the product and persuades the target customers to buy it. transportation. Its variables are :. 3) Price is the amount of money customers have to pay to obtain the Product. warehousing.Services.Pricing policies. 52 . discount and rebates. displays. payment terms.Personal selling:. budgets. levels of margins. allocations and programs.Branding and trademark .principle relations . location of outlets. Its variables are :. . contests.

Publicity and public relation. from the above it is very much clear that the proper marketing mix is necessary for the products to be successful. Hence. 53 . Thus.. marketing mix elements into a coordinated program designed to achieve the company’s marketing. An effective marketing program blends all the. The marketing mix constitutes the company’s tactical tools kit for establishing strong positioning in target markets. the product to be analysed as stated here under with their marketing mix. objectives by delivering values to consumers.



Brand Awareness 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 82% 19% 11% 4% Ad.2. Poster Shopkeeper Friends 7% 3% Others Neighbours 56 .

Category of Real Juice Consumer Mostly Buys 70% 60% 50% 40% 30% 20% 10% 0% 67% 52% 43% 36% 13% Mango Orange Pineapple Mix Tomatto 57 .3.

4. Seasonal Consumption of Real Juice Winter 4% Constant 13% Summer 83% 58 .

5. Consumption of Real Juice if there will be slight increase in Price & Increase in quality Constant 47% High 37% Low 16% 59 .

Customer Expectation from Dabur by exemption of excise Duty.6. Mix of both Price &Quality 36% Price Benefit 21% Quality Benefit 43% 60 .

Consumption of Real Juice if there will be increase in quality and slight decrease in price. Constant 29% Low 0% High 71% 61 .7.

Will discount influence customers to leave Dabur & use other Juice knowing Real Juice is better.8. Yes 27% No 73% 62 .

Use of Cooking Paste to make food delicious No 21% Yes 79% 63 .CONSUMERS ANALYSIS DABUR HOMEMADE COOKING PASTES 1.

Recall of Dabur Homemade Cooking Pastes 70% 60% 50% 40% 30% 20% 10% 0% 62% 47% 14% 11% 6% 3% Ad.2. Friends Posters Shopkeepers 64 Neighbours Others .

3. 90% 80% 70% 60% 50% 40% 30% 20% 87% 74% 41% 36% 9% 10% 0% Garlic Ginger Lemoneez Tamarind 11% 17% Capsico Red 65 Capsico Green Garlic/Ginger . Category of Paste Consumer Buy.

4. Mix of both Price & Quality 26% Quality Benefit 17% Price Benefit 57% 66 . Customer expectation from Dabur by exemption of excise duty.

5. Consumer of Homemade if there will be slight increase in Price & increase in quality High 16% Constant 41% Low 43% 67 .

6. Consumption of Homemade if there will be increase in quality & slight decrease in Price High 34% Constant 66% Low 0% 68 .

Do discounts influence customers to leave Dabur & use other Paste Knowing Homemade is better Yes 21% No 79% 69 .7.

RETAILERS ANALYSIS DABUR REAL JUICE 1) Stocking of Real Juice by the Retailers No 18% Yes 82% 70 .

2) Purchase of Juice Type Others 24% Real Juice 44% Tropicana 32% 71 .

3) Stocking of Real Juice Over the Past Year Remined the same 23% Decreased 0% Increased 77% 4) Reasons for stocking Dabur Real Juice 72 .

Promotional Schemes 8% Higher trade margins 49% Consumer ask for it 43% 73 .

5) Any effect of increase in Price in real Juice Yes 17% No 83% 74 .

RETAILER ANALYSIS DABUR HOMEMADE 1) Stocking of Homemade by the retailer No 37% Yes 63% 2) Purchase of Cooking Paste 75 .

4. Decreased 0% Remained the same 41% Increased 59% Q. Unbranded 4% Others 5% Dabur Homemade 91% 3) Stocking of Dabur homemade cooking Paste over the past year. Reasons for stocking Dabur Homemade 76 .Locally made.

No other Natural brands available 15% Promotional Schemes 4% Higher trade margins 42% Consumer ask for IT 39% 77 .

5) Any effect of Budget Yes 16% No 84% 78 .


ANALYSIS OF DATA SWOT ANALYSIS STRENGTHS:• • • • • • • • • • It is present in two sweetened and unsweetened taste Efficient distribution channel Affordable and visible User friendly packaging Extended shelf life Easy availability Reliability Appeals to health and hygiene conscious people Large product line Undifferentiated market WEAKNESSES • • • • Consumer’s perception towards Dabur as a pharmaceutical company Perishable product Stringent quality management High investment required OPPORTUNITIES • Growing stage.sunrise industry 80 .

81 .• • • Changing consumer habits New flavours especially vegetables Export potential THREATS • • • Entry barriers not high Competition from MNC’s Competition from non-alcoholic beverage market.


Dabur India tied up with Godrej Foods regarding the packaging of Real. Real provides available at every hook and corner. Real offers a multiflavoured variety. Also. To overcome this hindrance. The Juices are available both in sweetened and unsweetened form. pineapple and mixed fruit juices as well as its vegetable variant. Real has no additives artificial flavour. FINDINGS :In terms of variety and flavour. Prevaiously it was available in elopack. The market share of Real juices account for 35% & enjoying the Privilege of becoming Mkt leader. Real fruit juices were available and packed in Nepal in 500ml and llitre tetrapack. Also now. This juices contain 100 percent fruit juice. Real juices are available in sweetened flavour also. The fruit juice has a self life of six months and does not need refrigeration at the retail end. and now Real is available in tetrapacks of 200ml.a big plus for the Real brand. Elopacks were introduced by Real to ensure good juice quality but as tetrapacks are preferred and now Real juices are packed in tetrapacks keeping naturally sweet and artificially sweetened juices. colour or preservatives. Indians are known to have a sweet tooth.FINDINGS THE MARKETING MIX PRODUCT ( Real Juice ) The Facts : The Real range of juices includes orange. 250ml. l litre which are tapped at the top for easy handling. mango. 500ml. Real fruit juices are 83 . tomato in its product line.

500ml and l litre. 84 . so as for now.the quality and easy handling. Real juices are available in tetrapacks of 200ml.

PRICE FACTS Brand Flavours Orange REAL (sweetened Unsweetened) Mango FRUIT (Sw and Unsw) Pineapple JUICES (Sw and Unsw) Mix Fruit Juice (Sw and Unsw) Tomato (Sw and Unsw FINDINGS:Real. 1 mixed and 1 tomato) priced at Rs. so the prices for orange and mango juices are in a competitive range and the other juices are priced a higher than that of orange and mango juices keeping their novelty and preferences of Indian consumer in mind. The sweetened and unsweetened juice varieties are priced same. Since Real is fighting its battle not just against its immediate competitor Tropicana but also against the established Frooti. Real launched its festive carton of four 500 ml packs (2 oranges. multi flavoured brands has put its different flavours under different price tag keeping in mind the preferred tastes of Indian consumer. Rs 35 Rs 35 Rs 68 Rs 60 Rs 35 Rs 60 Rs 10 Rs 35 Rs 60 13 Rs 35 Rs 60 200ml 250 ml 500 ml 1 litre 85 . Last year.

8’. Product differentiation and 86 . that now Real fruit juices are available every where. the brands would gain peak sales year after year. Also. FINDINGS:Real has done well to elaborate their consumer segment from kids. Real has launched a scheme of Buy two orange juice pack of 250ml and save Rs. To make matters worse in-transit damages to the packs during carton handling earned the brand a bad name initially. nonalcoholic fruit drinks. it was mostly available in mid-up market outlets. The company believe that once the consumer try the brands at slashed price. In today’s buyer’s market. the second one would conveniently takes its place. This year Real launched a gift pack of four 500ml packs (mango. mother and family people. convenient packs made Real less discrete in a Premises outlets like college canteens and roadside stores. wives. and the distribution channel was made more efficient. Positioned as an up market brand. PLACE The Facts:Real is aimed at teenagers. if one brand is not available. young kids. In order to steal the show from aerated. surprisingly the sales has not risen exponentially. the packing of Real was changed from elopackes to tetrapacks. Initially. orange.90. The efficiency of distribution is such. The absence of small. the company failed to understand that consumer in general are no longer brand loyal and are always hunting for “value of money”. teenagers to young adults and family people. it is imperative that the company try and increase profits by increasing sales volume and reaching economy of scale and not by increasing price tag. they were sparsely available. However. 105. pineapple and mixed fruit juices) priced at Rs. But realising their mistake and after loosing a large chunk of its market share to its competitor. when Real Fruit juices were launched.

after relaunching it again in tetrapacks and making it available at every nook and corner. initially Real went off the shelves due to the slack distribution network and then in August. it has gained momentum substantially.eventually brand loyalty is continuously diminishing in the competitive market of today. services especially as that of distribution and logistics gains crucial importance. So. As a result. 87 .

PROMOTION THE FACTS:Real : ‘Do you believe in real love? There’s nothing artificial about it’ The essence of Real’s promotional work is ‘real’. it is posed as a convenient pack full of nutritional value. it is being pitched against roadside juicewalls. Completely hygienic and ‘value for money’ are the messages being sent across. To add variety Real now even comes in blue packs. Real. because of its price competitiveness. Though considered as a premium product. barring a few advertising spots has not really advertised much. 1 crore strategy is being worked out with door to door sales and sample promos. But all this is set to change this year with and advertising budget of about Rs. 88 . To the up market housewife. equipped with screw back-ups.

Packaging plays a very important role in promoting the product. To promote fruit juices a gift pack of four 500ml packs (mango. 8” have really promoted the product.FINDINGS:When a company faces stiff competition form the other. Real has also launched a scheme of “Buy 2 orange packs of 250ml and save Rs. 105. pineapple and mixed fruit juice) are launched at a price of Rs. It is but impossible for the company to disregard promotion. Regarding the promotional effort. The packaging in itself speaks a lot about the consumers being targeted. orange. 89 . Real poses a sedate and premium image. Availability of Real fruit juice in blue tetrapacks with screw back up have tremendously promoted the product and also point of purchase how help in impulse buy decisions.

Real offers a multi flavoured variety.) is priced at Rs. Home mades has a self life of 6 months & does not need refrigeration at the retail end Home mades are & in tetrapack form & available in 50% (T. FINDINGS:In terms of variety & flavour. Capsico Red & Capsico green. Mustard. Also Indians are known for eating delicious foods. PRICE FINDING:Homemade.a big Plus for Homemade brand.) was given free with 250g Dabur 90 . 5 Homemade 50g (T.P. Ginger.THE MARKETING MIX PRODUCT (HOMEMADE) FACTS:The Homemade range of Pastes includes Lemoneez. Bottle.P. colour or Preservatives. Pack & Tetra pack were introduced by Homemade to ensure goods quality. As Homemade is a new concept and Dabur was Ist to launch Cooking Paste by the name of Homemade.P. The Pastes contain 85% Natural ingredient with additives artificial flavour. In provides artificial taste. Tamarind. Prices were kept low as Garlic/ Ginger mix 50g (T. Garlic ginger mix. multiflavoured brands has Put its different flavours under different price tags keeping in mind the preferred tastes of Indian Consumer.). 200g & 250g. Garlic.

As in India People prefer to go for fresh things and there is easy availability of these food products. T. PROMOTION HOMEMADE:. PLACE Homemade is aimed at House wives & mothers. Homemade sales are increasing every year and its distribution network becomes strong. Completely hygienic & Taste of nature are the messages being sent across. they were sparsely available Positioned as an up Market. Now it is available at every nook & corner. The brand would gain Peak sales year after year.Silwatte Ka Jaadu.P of Rs. Initially when Homemade cooking Paste were launched. As it is a new concept and to promote Homemade. The essance of Homemade’s Promotional work is Natural ie. 5 were given free with other Dabur products from time to time. To add Variety Homemade comes in bottle. that now Dabur Homemade available everywhere. brand it was mostly available in mid up Mkt. The efficiency of distribution is such. Pack & Tetrapacks. Convenient Pack full of nutritional value. brand it was mostly available in mid up Mkt outlets. The Packaging of Homemade was changed from simple pack to tetrapacks & the distribution channel was made more efficient.. Prices were kept less as it is a new concept and Dabur is the only Indian Company which is manufacturing cooking pastes. it has gained momentum substantially.Honey as Company believe that once consumers try the brands at slashed price. 91 . FINDINGS:Homemade has done well the market the market despite the fact that it is a new concept for the people to digest it.


7. 6. Lack of experience in drafting the questionnaire. Survey results may be prone to sampling errors. Lack of knowledge on the part of the respondents regarding the subject matter. which might have given bias in the result. 5. distributors & wholesalers is done mainly in afternoon. 2. The lack of experience in preparing the project report.LIMITATIONS 1. 93 . The secondary data collected might consist of manipulations. 3. Lack of time as time to visit retailers. The retailers distributors & wholesales visited by me were helpful but initially they were reluctant to provide any information such as their monthly sales of or personal information budgets were not provided by them. so secondary data was seeked. 4.



1. As the products analysed belong to the cooking pastes and fruit juices segment, stringent quality management is necessary at each and every stage of production, packaging and distribution. 2. The message of the nutrition value and the quality in hygiene aspects should be put across on tetrapacks and bottles. 3. A common Indian is aware of soft drinks and even fruit drinks but least of all of fruit juices, so what is therefore required is extensive promotion for Real Juices. 4. Real fruit juices has opened the gates for vegetable juices, by introducing-Tomato variants, other vegetable flavours such as that of carrot can also be introduced- which will definitely appeal to health and hygiene conscious consumers.


The juice Industry is yet to capture the beverage market in full swing. Aerated soft drink followed by fruit drinks dominate the market. The consumer’s patriotic love for tea and coffee is unfared. Juices are yet to establish their supplement use in the average household here in lies the great opportunities. Within the market, it is safe to conclude that Real has hit off ratherwell with the masses. Real has clearly lost it head start advantage and thereby acquiring just 35% of the market share while others enjoys rest of the market share. This could be well attributed to Real successful ATA (Availability, Taste and Affordability) marketing module, the attributes most rated by the consumers. Lack of publicity has hampered the growth progress of the brand so aggressive advertising is needed to promote Real and Homemade brand .The brands such as that of ‘Splash’ by Nestle, Safal with its ‘Guavaand Mango flavour, Coca-Cola’s ‘Minute- made’ and also US food giantssDel Monte are ready to hit the juice market very soon.

Homemade cooking Pastes has no major competition except an Australian Product Tobasco. As Cooking Paste is a new product so people are not able to digest it yet Dabur is getting 8 crores from Homemades in which Ginger garlic mix accounts for 4 crores, Lemoneez 1 Crore & others 3 Crores . As the strategies of the companies keeps on changing, be it in juice industry or soft drink industry , a company has to create perceptions and cover them into realities. It is an expensive proposition requiring huge expenditure on advertising, sponsorships and media. Thus, the ideal company will be the one which combines the high end technology with consumer insight. As 16% of the excise duty is exempted on food products in this budget , Many food companies including Dabur got benefited from it . On the analysis of survey it was found that target Market of real Juice want quality benefit rather


so it is better to stress on quality rather than on decreasing price to increase sales and profit . 97 . To increase market share Dabur should give slight price benefit on Real brand so that customers of other Juice brand should switch from other brand to Real brand .then Price benefit. As Homemade is a new product introduced by Dabur and as Dabur is getting excise benefit from the Government so Dabur should pass slight Price benefit to the target market so that target marget should use the homemade and adopt it in making daily food thereby increasing the market share of Homemades.

The Economic Times Body Coolants Pioneer SOURCE Business India Business World Fruits of Labour Financial Express A Masti Swing The Economic Times 98 .BIBLIOGRAPHY TITLE The Juices to go places Boom in the times of Gloom Fruit of the Loom Corporate Dossier.

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