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PROJECT REPORT ON MARKETING STRATEGY OF DABUR VATIKA HAIR OIL & DABUR CHYAWANPRASH

SUBMITTED IN PARTIAL FULFILLMENT FOR THE AWARD OF

BACHLEOR OF BUSINESS ADMINISTRATION ( 2008-2011 )

SUBMITTED BY
MR. KUSHAL DUA Roll No: 9342624 UNDER THE GUIDANCE OF SWATI SINGH

CERTIFICATE

This is to certify that the Dissertation entitled Marketing Strategy of Dabur Vatika Hair oil & Dabur Chawanprash is a bonafide record of independent research work done by KUSHAL DUA (Roll No:9342642) under my supervision during 2009-2010, submitted to SWATI SINGH, ITS MOHAN NAGAR (GZB) in partial fulfillment for the award of the Degree of BACHLEOR OF BUSINESS ADMINISTRATION and that the dissertation has not previously formed the basis for the award of any other degree, Diploma, Associate ship, Fellowship or other title.

Signature of the supervisor

MARKETING MIX FOR DABUR VATIKA HAIR OIL AND DABUR CHYAWANPRASH

ACKNOWLEDGEMENT

The present work is an effort to throw some light on Marketing Strategy of Dabur Vatika Hair Oil & Chyawanprash . The work would not have been possible to come to the present shape without the able guidance, supervision and help to me by number of people. With deep sense of gratitude I acknowledged the encouragement and guidance received by my guide Dr. A.K. Srivastava (Director) and other staff members of Dabur India Ltd. I convey my heartful affection to all those people who helped and supported me during the course, for completion of my Research Report.

DECLARATION

I, KUSHAL DUA hereby declare that the dissertation entitled Marketing Strategy of
Dabur Vatika Hair oil & Dabur Chayawanprash submitted to SAWTI SINGH, of ITS MOHAN NAGAR (GZB) in partial fulfillment for the award of the Degree of BACHLEOR OF BUSINESS ADMINISTRATION and that the dissertation has not previously formed the basis for the award of any other degree, Diploma, Associate ship, Fellowship or other title.

Place:
Date: Signature of the candidate.

TABLE OF CONTENTS

1. EXECUTIVE SUMMARY 2. INTRODUCTION COMPANY PROFILE PRODUCT PROFILE 3. OBJECTIVE 4. RESEARCH METHODOLOGY MARKETING RESEARCH SAMPLING 5. ANALYSIS 6. FINDINGS 7. SWOT ANALYSIS 8. CONCLUSION 9. RECOMMENDATIONS 10.APPENDICES 11. BIBLIOGRAPHY

EXECUTIVE SUMMARY
This report aims at analysing and reporting on the marketing strategies of Dabur India Ltd (DIL) for the brands Dabur Vatika Hair Oil and Dabur Chyawanprash The Vatika brand was launched in 1995 with Vatika Hair Oil as its first product. In the very first year of its launch it crossed Rs. 100 million in turnover. Over the years, Vatika has come to be amongst the companys highest selling brands. Vatika is a comparatively young brand but is already acknowledged for the qualitatively influential and pioneering role that it has played in the evolution of the categories it has had a presence in. Dabur Chyawanprash is the leader in the Chyawanprash category and enjoys a market share of 61 per cent. In 50s Dabur pioneered the concept of branded Chyawanprash and since has invested heavily in product development, clinical studies and consumer awareness. The product is essentially a health supplement. This report is not aiming at the overall marketing mix or the marketing strategy of Dabur India Ltd, but is an attempt to analyse the marketing mix of Dabur Vatika Hair Oil and Dabur Chyawanprash. The report also enlists various recommendations based on BCG Growth Share Matrix analysis, Ansoffs Product Matrix Expansion Grid, SWOT Analysis etc. This analysis has been done on the basis of the information gathered from the company website and other online resources and books and articles.

COMPANY OVERVIEW

Over its 120 years of existence, the Dabur brand has stood for goodness through a natural lifestyle. An umbrella name for a variety of products, ranging from hair care to honey, Dabur has consistently ranked among Indias top brands. Its brands are built on the foundation of trust that a Dabur offering will never cause one harm. The trust levels that this brand enjoys are phenomenally high. While Rise and Trout may ask What does Dabur stand forshampoo or digestive tablets? The answer is fairly simple, it stands for Indias fourth largest fast moving consumer goods company that both consumers and trade respect and trust unequivocally, and which has an annual turnover of over Rs 15 billion. The company has kept an eye on new generations of customers with a range of products that cater to a modern lifestyle, while managing not to alienate earlier generations of loyal customers. Dabur is an investor friendly brand as its financial performance shows. There is an abundance of information for its investors and prospective information including a daily update on the share price (something that very few Indian brands do). Theres a great sense of responsibility for investors funds on view. This is a direct extension of Daburs philosophy of taking care of its constituents and it adds to the sense of trust for the brand overall.

COMPANY HISTORY
1884 1896 Early 1900s 1919 1920 1936 1972 1979 1986 1992 1993 1994 1995 1996 1997 1998 2000 Birth of Dabur Setting up a manufacturing plant Ayurvedic medicines Establishment of research laboratories Expands further Dabur India (Dr. S.K. Burman) Pvt. Ltd. Shift to Delhi Sahibabad factory / Dabur Research Foundation Public Limited Company Joint venture with Agrolimen of Spain Cancer treatment Public issues Joint Ventures 3 septante divisions Foods Division / Project STARS Professionals to manage the Company Turnover of Rs.1,000 crores

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PRODUCT LINE
Foods Real Real Activ Hommade Lemoneez Capsico

Health Care Baby Care Dabur Lal Tail Dabur Baby Olive Oil Dabur Janma Ghunti

Health Supplements Dabur Chyawanprash Dabur Glucose D

Digestives Hajmola Yumstick Hajmola Mast Masala Anardana Hajmola

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Hajmola Candy Fun2 Hajmola Candy

Pudin Hara (Liquid and Pearls) Pudin Hara G Dabur Hingoli

Natural Cures Shilajit Gold Nature Care Sat Isabgol Shilajit Ring Ring Itch Care Backaid Shankha Pushpi Dabur Balm Sarbyna Strong

Personal Care Hair Care Oil Amla Hair Oil Amla Lite Hair Oil Vatika Hair Oil Anmol Sarson Amla

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Anmol Silky Black Shampoo VatikaHennaConditioning Shampoo Vatika AntiDandruff Shampoo Anmol Natural Shine Shampoo

Oral Care Dabur Red Gel Dabur Red Toothpaste Babool Toothpaste Dabur Lal Dant Manjan DaburBinaca Toothbrush

Skin Care Gulabari Vatika Fairness Face Pack

Ayurvedic Specialities Ayurveda Ayurveda Vikas

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RURAL AND URBAN POTENTIAL RURAL-URBAN PROFILE OVERVIEW OF FMCG SECTOR IN INDIA
The Indian FMCG sector is the fourth largest sector in the economy with a total market size in excess of US$ 13.1 billion. It has a strong MNC presence and is characterized by a well-established distribution network, intense competition between the organized and unorganized segments and low operational cost. Availability of key raw materials, cheaper labour costs and presence across the entire value chain gives India a competitive advantage. The FMCG market is set to treble from US$ 14.6 billion in 2008 to US$ 33.4 billion in 2015. Penetration level as well as per capita consumption in most product categories like jams, toothpaste, skin care, hair wash etc in India is low indicating the untapped market potential. Burgeoning Indian population, particularly the middle class and the rural segments, presents an opportunity to makers of branded products to convert consumers to branded products. Growth is also likely to come from consumer 'upgrading' in the matured product categories. With 200 million people expected to shift to processed and packaged food by 2010, India needs around US$ 28 billion of investment in the food-processing industry. India is one of the largest emerging markets, with a population of over one billion. India is one of the largest economies in the world in terms of purchasing power and has a strong middle class base of 300 million. Around 70 per cent of the total households in India (188 million) reside in the rural areas. The total number of rural households are expected to rise from 145 million in 2007-08 to 153 million in 2009-10. This presents the largest potential market in the world. The annual size of the rural FMCG Market was estimated at around US$ 14.5 billion in 2007-08. With growing incomes at both the rural and the urban level, the market potential is expected to expand further.

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Urban Population 2007-08 (mn household) 53 Population 2009-10 (mn household) 69 % Distribution (2007-08) 28 Market (Towns/Villages) 3,768 Universe of Outlets (mn) 1 Source: Statistical Outline of India (2008-09), NCAER

Rural 145 153 72 627,000 3.3

An average Indian spends around 40 per cent of his income on grocery and 8 per cent on personal care products. The large share of fast moving consumer goods (FMCG) in total individual spending along with the large population base is another factor that makes India one of the largest FMCG markets.

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OVERVIEW OF VATIKA:
The Vatika brand was launched in 1995 with Vatika Hair Oil as its first product. In the very first year of its launch it crossed Rs. 100 million in turnover. Over the years, Vatika has come to be amongst the companys highest selling brands. It was joined in 1997 by Vatika Henna Cream Conditioning Shampoo and later, in 2000, by Vatika Anti-Dandruff Shampoo. In 2003, brand sales crossed Rs. 1,000 million. From the companys perspective, Vatika is expected to continue to drive its growth in the years to come. With its innovative offerings, the brand aims to become a frontrunner in the market for hair care and skin care products. Vatika is a comparatively young brand but is already acknowledged for the qualitatively influential and pioneering role that it has played in the evolution of the categories it has had a presence in. Currently, the total annual sales of Vatika products are over Rs. 1,000 million. Of this, Vatika Hair Oil enjoys a 6.4% market share in the coconut hair oil category (Source: ACNielsen ORG-MARG, 2007). Vatika has not just been successful in garnering a premium image but, today, stands as the preferred and trusted brand of 11.1 million users (Source: IRS Household Data).

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STP ANALYSIS OF VATIKA HAIR OIL

SEGMENTATION
Vatika Hair Oil was launched at an almost 100% premium to the market leader. This meant that the segment of the market that dabur wanted to cater to was the premium segment which valued nourishment of the hair above the price and it tried to attend to that segment which was not price sensitive.

TARGETING
This was in line with its proposition and overall brand strategy of a premium upmarket product targeted for individual needs as opposed to the collectivist culture of the category. It targeted the high-income urban category of hair oil users. Since the product was expensive it could mainly cater to the urban market as opposed to the rural market where consumers are highly price sensitive. Being positioned as having amla, henna and lemon extracts, the product was targeted towards the young, contemporary, educated, multi-faceted, achievement-driven and confident women who were positioned as the Vatika Woman.

POSITIONING
Total hair Care brand:
The product innovation was fed by the vital consumer insight that many women in contemporary India are worried about hair problems caused by urban pollution, frequent change of diet due to geographical mobility and other factors. Beset by modern-day hair problems, they are far more inclined to rely on homegrown remedies. By offering hair oil that combined the benefits of natural products in a single pack, Vatika created a niche for itself as the total hair care brand.

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Natural offering:
Vatika is a brand that espouses traditional wisdom about health in a modern format. It believes that nature has perennial answers to day-to-day health issues, particularly when it comes to hair care and skin care. In a world where modern living causes untold stress the Vatika brand holds out the promise of providing natural ingredients that rejuvenate and safeguard the human body in an extraordinary way. This concept is put to work through contemporary, modern products, offered by Vatika.

The Vatika woman:


The Vatika woman is young, contemporary, educated, multi-faceted, achievementdriven and confident. It is in the Vatika brand that she sees a true reflection of her own personal ideals. Through creation of the concept of Vatika woman, it has tried to carve out a new positioning in the minds of the new age woman.

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MARKETING MIX OF VATIKA HAIR OIL


Vatika Hair Oil has made a huge impact with its innovative product offering, pricing strategy, easy availability and promotion campaigns. In the marketing mix of Dabur, we shall be discussing the 4 Ps of marketing mix with respect to Vatika Hair Oil. The mix shall be analyzed as followed:

Product Price Place Promotion

Product Product Variety Quality Design Features Brand Names Services

Price List Price Discount Financing Schemes Credit Terms

Promotion Advertising Promotion Public Relations Sponsorships Internet Marketing &

Place Channels Location Inventory

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PRODUCT:

Brand Name: Vatika in Hindi means garden. The brand attempts to live up to the promises beauty and nature that are associated with its very name. Starting with these associations Vatika has assiduously built a brand that delivers on all these values through its various product offerings, the mother brand being Vatika Hair Oil. Innovative product offering: Vatika Hair Oil is coconut hair oil with special ingredients adding value to the product. While coconut oil has been regularly used by Indian women as a basic hair nutrient, a combination of herbs and natural products such as henna, amla and lemon have been used for special hair needs.

Coconut hair oil provides nourishment to the hair, while henna along with other herbs coat the hair and protect it from oxidation, thereby maintaining its natural colour. Amla strengthens hair roots and helps maintain their natural health and thickness. Lemon with its astringent action controls sebum flow and helps in prevention of dandruff. Apart from henna, amla and lemon, it also contains other natural ingredients like brahmi, neem, bahera, kapurkachari, harar, and ugdha and sugandhit dravyas. Packaging: The qualities of Vatika products, ascribed to the brand by hundreds of thousands of satisfied consumers, have been further underlined by its attractive packaging. In a category dominated by blue packs as analogous of pure coconut oils, Vatika broke the norm with its white and green bottle with a mushroom cap. The green-and-white colors, used in its packaging, reflect the brands natural ancestry and give it a premium look. These also help Vatika stand out in the cluttered environment of Indian retail. Available in:

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Bottles Flip cans

75 ml, 150 ml, 300 ml 150 ml, 300 ml

Flip cans were introduced for the winter season. Quality: Vatika products contain natural ingredients that have been blended together through scientific processes at Daburs in-house research laboratories. Dabur Research Foundation has more than 100 scientists working together to make superior quality products that match international standards

PRICE/QUALITY MATRIX

Price Quality

High

Middle

Low

Luxury High Segment VATIKA Overpriced Middle Make Low The

Ideal Penetration

For

Premiere Offering

Average

Real Bargain

Unhappy Customers

Cheap Goods

Sale and Run

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PLACE
Vatika products including Vatika Hair Oil are sold in 38 countries through more than 15 lakh retail outlets and 5,000 distributors who service the entire country through a wide marketing network.

Daburs distribution network extends beyond India in the following countries as well:

Distribution Network

Central, North & South America Australia Asia Middle East North & South Africa East & West Europe

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PROMOTION:
Vatika the key focus brand of the company has always been well supported. The company realized early that, from the perspective of brand building, it was vital to invest in this brand. Vatika Hair Oils first promotion: It focused on the key benefit beautiful hair without hair problems that came about as a result of the extra nourishment through the value addition of henna, amla and lemon-derived additives. Creating conceptual awareness: In the initial phase of the communication, the marketing objective was to create conceptual awareness about the new product the goodness of coconut oil enriched with natural herbs. Vatika was firmly established as the leader in the new category of value-added hair oils and its promotion campaign was so successful that the product segment itself came to be identified with Vatika. In 1997, the company created a new promotion campaign, which reinforced the obvious fact that most coconut oil brands were, not equipped to combat the effects of pollution, hard water and chemicals the major causes of hair ailments and hair deterioration.

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STP ANALYSIS OF DABUR CHYAWANPRASH SEGMENTATION


Dabur Chawanprash is the market leader in the Chyawanprash segment. It comes under the category of health supplements. The segments that it considers are growing kids, competitive youth, ever-busy housewives and the aged. For the growing kids: In today's competitive environment, the children are under high pressure to excel. For the competitive youth: Modern life keeps the youth busy and demands them to be active and efficient. For ever-busy housewives: The 'homemaker' needs to be fit in order to shoulder all responsibilities. For the aged: Old age weakens a person physically and mentally. After segmenting the population into these categories it aims to keep them fit and healthy.

TARGETING
Traditionally, chyawanprash was supposed to be a health supplement for the aged and kids. Dabur Chyawanprash (DCP) is now targeting adults, housewives, youth and kids. This it is trying to achieve through its promotion activities by making Amitabh Bacchan and Vivek Oberoi do the endorsement act. Amitabh has been projected as a user of Chyawanprash attempting to establish the relevance of DCP amongst the adults in todays demanding lifestyle. Vivek, who represents an urban ambitious non-user with a mindset that Chyawanprash is not for him, meets his moment of truth when outperformed by a young Chyawanprash user, thus reaching out to kids. His final conversion from a non-user to a Chyawanprash user Connects with the Youth. These two ads compliment each other and connect very well with the targeted consumers

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POSITIONING
"Andar se strong: Dabur chyawanprash has the tag line "Andar se strong By using a natural language instead of scientific language it is able to connect with the consumers and is able to achieve a better positioning in the minds of the Indian health conscious consumer. A category like Chyawanprash for instance needs to understand that in employing the category language it loses any chance of expressing its own benefit distinctively. Holistic Health benefit of Ayurveda: Dabur Chyawanprash helps in stimulating immune system, relieving stress, improving stamina, fighting aging through antioxidant property, improving lung function, fighting respiratory infections & building resistance to disease. The brand conveys this health conscious holistic view of the product. Brand Trust: Over 100 years of Daburs experience in Ayurveda ensures selection, processing and quality control of right herbs along with scientific and clinical studies makes DCP a trustworthy offering for consumers. Consumers view DCP as a product by a trusted brand and therefore do not need to think twice before making a purchasing decision.

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MARKETING MIX OF DABUR CHYAWANPRASH


Dabur Chyawanprash is the market leader in the chyawanprash segment and has achieved this with its innovative product offering, pricing strategy, easy availability and promotion campaigns. In the marketing mix of Dabur, we shall be discussing the 4 Ps of marketing mix with respect to Dabur Chyawanprash. The mix shall be analyzed as followed: Product Price Place Promotion

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Product Product Variety Quality Design Features Brand Names Services

Price List Price Discount Financing Schemes Credit Terms

Promotion Advertising Promotion Public Relations Sponsorships Internet Marketing

Place & Channels Location Inventory

PRODUCT
Dabur Chawanprash is the leader in the Chyawanprash category and enjoys a market share of 61 per cent. In 50s Dabur pioneered the concept of branded Chyawanprash and since has invested heavily in product development, clinical studies and consumer awareness. The product is essentially a health supplement.

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Known as the elixir of life, Chyawanprash has (clinically) proven benefits in maintaining smooth body functioning. The principal ingredient Amla (Indian Gooseberry) acts as an anti-oxidant and immune-stimulant. Dabur Chyawanprash helps in stimulating immune system, relieving stress, improving stamina, fighting aging through anti-oxidant property, improving lung function, fighting respiratory infections & building resistance to disease. It is these properties that make Dabur Chyawanprash a preferred choice for its users.

Ingredients of Dabur Chawanprash


Vishwast Amla, Special Vishwast fortified with additional health beneficial herbs like Keshar, Akarkara etc. Ashwagandha, Hareetaki, Dashmul, Ghrit and several other herbs and herbal extracts.

Available in:
Dabur Chyawanprash is available in three sizes to cater to the needs of different types of people. 1. One kilogram pack 2. 500 gram pack 3. 250 gram pack

PRICE

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The pricing of Dabur chyawanprash is very competitive. Dabur chyawanprash uses second-degree price discrimination i.e. more the quantity, lower the price. 1kg 500gms 250gms 55.00 Rs.175.00 Rs.100.00 Rs.

PRICE/QUALITY MATRIX

Price Quality Luxury High Segment Ideal Penetration


DABUR CHYAWANPRASH

High

Middle

Low

For

Premiere Offering

Overpriced Middle Make Low The

Average

Real Bargain

Unhappy Customers

Cheap Goods

Sale and Run

PLACE
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Dabur has a very wide distribution of its products through 1.6 million retail outlets and 50 C & F agents all over India who distribute products to the retailers. A distribution of C & F agents and manufacturing locations is given below.

Daburs distribution network extends beyond India in the following countries as well:

Distribution Network

Central, North & South America Australia Asia Middle East North & South Africa East & West Europe

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PROMOTION

The main form of promotional activities of Dabur chyawanprash is concentrated towards advertising and it has legible sales promotional activities.

Advertising
Nothing can happen without establishing the brands heritage emphasizing technological prowess, explaining benefits and building bonds with prospective buyers. Ads are necessary because the images are still mould able and fluid and the consumers sophistication level is low. Dabur chyawanprash is advertised on print media as well as on television. The company has launched three ads, one each with Amitabh, M.S.DHONI and Vivek, in national electronic media followed by a series of print media campaign directed towards creating awareness to educate people about the holistic benefits of Chyawanprash.The ads have been created by McCann Ericsson and the company would be spending close to Rs 10 crore in promotional campaign this year. The ads would also be translated in Bengali. These advertisements are supposed to target the old and the younger generation respectively. .

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COMPETITOR ANALYSIS OF VATIKA


The key competitors of Dabur in the Hair Oil segment are Keo Karpin, Emami, Bajaj, Marico, HLL, which together with Dabur have about 64% of India's domestic market. Dabur is one of India's largest players in the hair oil segment and the fourth largest producer of FMCG. It was established in 1884, and had grown to a business level in 2003 of about 650 million dollars per year. Dabur Hair Oils have a market share of 19%. We have tried to analyse the competition for Dabur in the Hair Care segment as follows:

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Keo Karpin, a fifty-year old brand, is a pioneer in the light hair oil category. The pleasantly perfumed hair oil has its main market in the Hindi belt and also has significant presence in eastern and western India. Its share is 6% of the total hair oil market. Emami has existence in hair oil market through Himani Navratan oil and Himani Oil. Emami has taken Madhuri Dixit as brand ambassador for emami oil and Amitabh Bachchan for Himami Navratan Oil. Overall it has a share of 4% in hair oil market. Bajaj has two flagship oil brands - Bajaj Brahmi Amla and Bajaj Almond Drops currently have a value share of 19 per cent and 12 per cent in their respective oil categories as per ORG-Marg. Besides, the company has also decided to enhance its retail presence by nearly 20 per cent from the existing 5 lakh retail outlets in an attempt to reach the rural parts. Overall it has a market share of 4% in hair oil market. Maricos Parachute is premium edible grade oil, a market leader in its category. Synonymous with pure coconut oil in the market, Parachute is positioned on the platform of purity. In fact over time it has become the gold standard for purity. Parachute's primary targets have been women of all age. The brand has a huge loyalty, not only in the urban sections of India but also in the rural sector. It has a market share of 28%. HLL has two products, Clinic Plus Hair Oil and All Clear Clinic Hair Oil. Overall it has a 3% share in hair oil market.

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COMPETITOR ANALYSIS OF CHYAWANPRASH


The key competitors of Dabur in the Chyawanprash segment are Baidyanath, Zandu and Himani, which together with Dabur have about 85% of India's domestic market. Dabur is India's largest Ayurvedic medicine supplier and the fourth largest producer of FMCG. It was established in 1884, and had grown to a business level in 2003 of about 650 million dollars per year, though only a fraction of that is involved with Ayurvedic medicine. Dabur Chyawanprash (herbal honey) has a market share of 61%. We have tried to analyse the competition for Dabur in the Chyawanprash segment as follows:

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Sri Baidyanath Ayurvedic Bhawan Ltd. (Baidyanath for short) was founded in 1917 in Calcutta, and specializes in Ayurvedic medicines, though it has recently expanded into the FMCG sector with cosmetic and hair care products; one of its international products is Shikakai (soap pod) Shampoo. Its Chyawanprash has a market share of 10%. Zandu Pharmaceutical Works was incorporated in Bombay in 1919, named after an 18th-century Ayurvedic. The company focuses primarily on Ayurvedic products (in 1930, pharmaceuticals were added, but the pharmaceutical division was separated off about 30 years later). The Emami Group, founded in 1974, provides a diverse range of products, doing 110 million dollars of business annually, though only a portion is involved with Ayurvedic products, through its Himani line; the company is mainly involved with toiletries and cosmetics, but also provides Chyawanprash and other health products. Its market share

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OBJECTIVE OF THE STUDY


Following are the major objective of study: 1. To study the Consumer, Buying behavior of Dabur Chyawanprash 2. To study the problems faced by Consumer of Dabur Product. Seasonal Demand( like chyawanprash in winter and Vatika not in winter) Low Penetration(Chyawanprash) High price(Vatika) Limited differentiation (Vatika) Unbranded players account for the 2/3rd of the total market(Vatika)

3. To study the awareness regarding the dabur product-(Chyawanprash & Vatika Hair oil). 4. To study the level of satisfaction of consumer regarding the dabur products. 5. To study the preferred package size of the Dabur Chyawanprash & Vatika hair oil. 6. To study a retailers preference towards Dabur Chyawanprash & Vatika hair oil. 7. To study the preference of consumer towards these Dabur Brands.

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RESEARCH METHODOLOGY
As the purpose of the project report is to analyse the consumable products successfully launched in the last three years.

In order to find out current position of dabur chyawanprash & Dabur Vatika Hair Oil. A survey was conducted where response of retailer & consumer was seen.
The data was collected both with the help of primary as well as secondary sources. For primary data, I proceeded with the drafting of the questionnaire for consumers was structured as undisguised, & Personal -interview retailers. I handed distributors & wholesalers and it personally to the respondents to be analysed. 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. c) d) Questioning is usually faster and cheaper. Moreover, there is more control over data gathering activities.

Secondary data was also collected personally by me, which the company has furnished for the general public. The secondary data was gathered with the help of various magazines,

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newspapers, journals, and brochures and also through the Internet. For secondary sources no fieldwork was employed.

In order to amplify the empirical findings from primary and secondary sources, a survey was conducted both of consumers and retailers Distributor & Wholesalers in order to gauge the market opinion. The questionnaire was of multiple choices and the pattern of questions was as simple as possible. With every question, multiple choices were given and respondents were asked to select one of them. The questionnaire technique 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 Dabur chyawanprash and Vatika hair oil. 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 fieldwork was employed to gather the information. The questionnaires were distributed to the respondents and the data was collected through primary and secondary sources.

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CUSTOMER SURVEY RESULTS DABUR VATIKA


AWARNESS LEVEL

100 80 60 40 20 0 PARACHUTE KEO KARPIN NIHAR HAIR AND CARE DABUR VATIKA PERCENTAGE

INTERPRETATION It was observed that 90% customers award about the dabur vatika hai
PREFERRED BRAND
40 35 30 25 20 15 10 5 0 PARACHUTE KEO KARPIN NIHAR HAIR AND CARE VATIKA PERCENTAGE

INTERPRETATION

It was observed that 30% customers preferred the dabur vatika among the wide range of hair oil.

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SATISFACTION LEVEL

4 3.5 3 2.5 2 1.5 1 0.5 0 PARACHUTE

RATING(1-LOW 5-HIGH)

NIHAR

VATIKA

INTERPRETATION

It was observed that the satisfaction levels are high about the quality of the vatika hair oil.
REASON TO BUY THE PREFFERED BRAND

50 40 30 20 10 0 NON STICKY BRAND LOYALTY FRAGRANCE PRICE PERCENTAGE

INTERPRETATION

It was observed that the reason to buy vatika hair oil is non-sticky 45%, brand loyalty 20% fragrance 10% & price 30%.
UNAVAILABILITY OF PREFERRED BRAND

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45 40 35 30 25 20 15 10 5 0

PERCENTAGE

PURCHASE ANOTHER BRAND

WAIT

BUY WHATEVER SUBSTITUTE OFFERED BY RETAILER

INTERPRETATION

It was observed that 25% customers could wait in case of unavailability the dabur vatika hair oil.

PREFERRED PACK SIZE


60 50 40 30 20 10 0 75ml 150 ml 300 ml PERCENTAGE

INTERPRETATION

It was observed that 55% of customers preferred 150ml, 20% of 75ml & 25% of customers preferred 300ml pack of the dabur vatika hair oil.

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REASON TO SELECT PREFERRED PACK SIZE

40 35 30 25 20 15 10 5 0 AVAILABILITY FAMILY SIZE INTERPRETATION PERCENTAGE

It was observed that 40% of customers preferred because of availability, 25% for price, 15% for family size & 20% of customers for storage.
FREQUENCY OF PURCHASE
70 60 50 40 30 20 10 0 15 DAYS ONE MONTH TWO MONTHS PERCENTAGE

INTERPRETATION

It was observed that 5% of customers buy within the 15days, 32% of within the 1 month & 63% of customers buy the hair oil after the 2month.

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RETAIL SURVEY RESULTS DABUR VATIKA


1. Which brands of Hair Oil do you stock?
80 60 40 20 0 marico hll karrpikeo karpin vatika PERCENTAGE

INTERPRETATION

It was observed that 75% of total stock of hair oil is dabur vatika hair oil
2. Out of these, which are the most preferred?

60 40 20 0 marico hll karrpikeo karpin vatika PERCENTAGE

INTERPRETATION

It was observed that 35% of total customers mostly preferred the dabur vatika hair oil.

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3. According to you what are the reasons for customers preferences?


50 40 30 20 10 0 PERCENTAGE

brand loyalty

price

availability

no reason

INTERPRETATION

It was observed that the reasons for preferred are brand loyalty 50% availability 5% & price 20%.

4. What is the profile of your typical consumer?

50 40 30 20 10 0 high income middle income low income PERCENTAGE

INTERPRETATION

It was observed that 20% from high-class income, 50% from middle class income group & 30% from low income.

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5. What schemes are you offered by the companies?


40 30 20 10 0 price discount buy one get one others PERCENTAGE

INTERPRETATION

It was observed that schemes that are mostly provided by the companies are price discount 40%, buy one get one 35% & others are 25%.

6. What schemes does a consumer prefer most?


60 50 40 30 20 10 0 price discount buy one get one others PERCENTAGE

INTERPRETATION

It was observed that schemes that are mostly preferred by the customers are price discount 60%, buy one get one 25% & others are 15%.

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7. According to you, does in-store advertising have an affect on the consumers

preference?

60 40 20 0 yes no PERCENTAGE

INTERPRETATION

It was observed that advertisings have an affect on the consumers preference yes-40% and No 60%.

8. Does a change in price affect their preferences

60 50 40 30 20 10 0 yes no PERCENTAGE

INTERPRETATION

It was observed that price changes might be affected the sales by

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CUSTOMER SURVEY RESULTS

DABUR CHYAWANPRASH
AWARNESS LEVEL
100 80 60 40 20 0 ZANDU HIMANI BAIDYANATH DABUR PERCENTAGE

INTERPRETATION It was observed that 100% of the customers already award about the DABUR CHYAWANPRASH

PREFERRED BRAND
60 50 40 30 20 10 0 ZANDU HIMANI BAIDYANATH DABUR PERCENTAGE

INTERPRETATION It was observed that 60% of the customers preferred the DABUR CHYAWANPRASH

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SATISFACTION LEVEL

5 4 3 2 1 0 ZANDU HIMANI BAIDYANATH DABUR

RATING(1-LOW 5-HIGH)

INTERPRETATION It was observed that the satisfaction level are high of the customers about the DABUR CHYAWANPRASH

REASONS FOR SELECTING A PARTICULAR BRAND INTERPRETATION It was observed that 65% of the customers buy for the purpose of health, 20%of for brand loyalty, 10% of customers for price & 5% of customers for taste.

HOW DID YOU COME TO KNOW ABOUT THIS BRAND?

80 70 60 50 40 30 20 10 0 PERCENTAGE

TV

INTERNET

WOM

PRINT

INTERPRETATION It was observed that 80% of the customers award about the DABUR CHYAWANPRASH through TV, and others through media, internet UNAVAILABILITY OF PREFERRED BRAND 56

40 35 30 25 20 15 10 5 0

PERCENTAGE PURCHASE ANOTHER BRAND WAIT BUY WHATEVER SUBSTITUTE OFFERED BY RETAILER

INTERPRETATION It was observed that 40% of the customers could wait in case of unavailability of DABUR CHYAWANPRASH. PREFERRED PACK SIZE

50 40 30 20 10 0 PERCENTAGE

1 Kg
INTERPRETATION

500 gm

250 gm

It was observed that 50% of the customers preferred 500ml pack, 30% of customers preferred 1kg pack and 20% of customers preferred to buy 250ml pack of DABUR CHYAWANPRASH

REASON TO SELECT PREFERRED PACK SIZE

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40 35 30 25 20 15 10 5 0 AVAILABILITY PRICE FAMILY SIZE STORAGE PERCENTAGE

INTERPRETATION

It was observed that 20% of customers preferred because of availability, 40% for price, 25% for family size & 15% of customers for storage.
FREQUENCY OF PURCHARE
60 50 40 30 20 10 0 ONE MONTH TWO MONTHS SIX MONTHS PERCENTAGE

INTERPRETATION

It was observed that 30% of customers buy within the 15days, 55% of within the 1 month & 15% of customers buy the hair oil after the 2month.

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RETAILER SURVEY RESULTS DABUR CHYAWANPRASH


1. Which brands of Chyawanprash do you stock?
100 80 60 40 20 0 ZANDU HIMANI BAIDYANATH DABUR PERCENTAGE

INTERPRETATION

It was observed that 90% of total stock of CHYAWANPRASH is dabur

2. Out of these, which are the most preferred?


80 70 60 50 40 30 20 10 0 ZANDU HIMANI BAIDYANATH DABUR RATING(1-LOW 5-HIGH)

INTERPRETATION

It was observed that 80% of total customers mostly preferred the DABUR
CHYAWANPRASH 3. According to you what are the reasons for customers preferences?

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60 50 40 30 20 10 0 brand loyalty price availability no reason PERCENTAGE

INTERPRETATION It was observed that 55% of the customers buy for the purpose of brand loyalty, 30% of customers for price & 5% of customers for availability.

4. What is the profile of your typical consumer?

70 60 50 40 30 20 10 0 high income middle income low income PERCENTAGE

INTERPRETATION

It was observed that 20% from high-class income, 65% from middle class income group & 15% from low income.

5. What schemes are you offered by the companies? 60

60 50 40 30 20 10 0 price discount buy one get one others PERCENTAGE

INTERPRETATION

It was observed that schemes that are mostly provided by the companies are price Discount 55%, buy one get one 5% & others are 40%.

6. What schemes does a consumer prefer most?


70 60 50 40 30 20 10 0 price discount buy one get one others PERCENTAGE

INTERPRETATION

It was observed that schemes that are mostly preferred by the customers are price discount 70%, buy one get one 20% & others are 10%.

7. According to you, does in-store advertising have an affect on the consumers preference?

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70 60 50 40 30 20 10 0 yes no PERCENTAGE

INTERPRETATION

It was observed that advertisings have an affect on the consumers preference yes30% and No 70%.
8. Does a change in price affect their preferences?
60 50 40 30 20 10 0 yes no PERCENTAGE

INTERPRETATION

It was observed that price changes might be affected the sales by 60%.

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LIMITATION S

Training is a costly affair for the management. It needs a handsome amount and long time. So management has to play safe game for the benefits of the company as well as the workers. One wrong decision may enforce the company to fall into deep troubles. So selecting the weak areas of staffs and workers should be done very carefully. For that the management should be conduct a test. For providing an effective training, company requires a knowledgeable trainer. Selecting a particular trainer is again a difficult job. Trainer demands handsome money. Training needs time and cost both. To conclude, it is very clear that training should be provided but not at the loss of the company. It is very costly and time taking affair. But it is most important for the development of the company. So management cant avoid it at any cost.

Due to lack of time (i.e., Two months) it is not possible to reach all respondents. The lack of availability of time on the respondents part. Some respondents was biased. Unwillingness of the respondents.

I tried to overcome on these limitations.

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SWOT ANALYSIS OF DABUR

STRENGTHS Strong presence in well defined niches( like value added Hair Oil and Ayurveda specialities) Core knowledge of Ayurveda as competitive advantage Strong Brand Image Product Development Strength Strong Distribution Network Extensive Supply Chain IT Initiatives R & D a key strength

WEAKNESS Seasonal Demand( like chyawanprash in winter and Vatika not in winter) Low Penetration(Chyawanprash) High price(Vatika) Limited differentiation (Vatika) Unbranded players account for the 2/3rd of the total market(Vatika)

OPPORTUNITIES Untapped Market(Chyawanprash) Market Development Export opportunities. Innovation Increasing income level of the middle class Creating additional consumption pattern

THREATS Existing Competition( like Himani, baidyanath and Zandu for Dabur Chyawanprash and Marico,Keo Karpin, HLL and Bajaj for Vatika Hair Oil) New Entrants Threat from substitutes (like Bryllcream for Vatika hair oil)

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DISTRIBUTION
Supply chain: Dabur has steadily improved its procurement and distribution systems to achieve a significant reduction in material costs. Dabur has an extensive supply chain and distribution network that has grown and spans 29 factories, 47 stocking points, 4 zonal offices, a dozen manufacturing locations, six mother-warehouses and over 50 Carrying and Forwarding Agents (CFAs) that distribute more than 1,000 SKUs to several thousand stockists and dealers. MIS: An in-house developed, easy-to-use, Intranet based data-warehouse displays asof-yesterday sales, stock, receivables, banking, and other MIS. Over 5,000 ASP pages meet almost all reporting requirements and make this a single source of MIS for all levels of decision makers. VSATs: This Success paved the ground for the company's supply chain initiative. Fiftyfive Ku Band TDMA VSATs were used to link primary distributors to the system. Factories were hooked up using PAMA (Permanent Assigned Multiple Access) VSATs. At some locations VPNs had to be used because it was not possible to set up a dish. The integrated primary and secondary system has a number of unique features. The features like tight integration of schemes, stockists credit limit control, automated banking of cheques, and online cheque reconciliation have obvious advantages in the primary distribution. These are basically extensions to the MFG/PRO ERP system and not core customizations. The integrated system allows each Area Manager to plan for the month's sales forecasts, stockists performance, and sales officers' performance. The integration allows better control on pipelines in primaries and secondaries, brings down inventories, and offers better control on production and sales against a confirmed forecast. The idea is to increasingly shift focus from primaries to secondaries. Schemes based on secondary volumes will help control secondary pipelines and sales. Primary sales will therefore come from a resultant 'pull' from secondary replenishments. Further, sales order servicing can be improved by taking orders through the Internet.

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CONCLUSIONS
The Chawanprash Industry is yet to capture the beverage market in full swing. Packed Chyawanprash followed by Amla, Ashwagandha, Hareetaki, Dashmul, Ghrit and several Other herbs and herbal extracts. The market. The consumers patriotic love for tea and coffee is unfired. Chyawanprash are yet to establish their supplement use in the average household here in lays the great opportunities. Within the market, it is safe to conclude that dabur has hit off rather well with the masses. dabur 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 dabur 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 Chyawanprash and vatika hair oil brand .The brands such as that of Chyawanprash by vednath, Chyawanprash with its sonacahndi, Minute- made and also US food giantssDel Monte are ready to hit the Chyawanprash market very soon. Vatika hair oil has no major competition except Australian Product Tabasco. As a new product so people are not able to digest it yet Dabur is getting 8 crores from Vatika hair oil in which accounts for 4 crores, Lemoneez 1 Crore & others 3 Crores.

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As the strategies of the companies keeps on changing, be it in Chyawanprash 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 Chyawanprash want quality benefit rather then Price benefit, so it is better to stress on quality rather than on decreasing price to increase sales and profit. To increase market share Dabur should give slight price benefit on Dabur brand so that customers of other Juice brand should switch from other brand to Dabur brand. As vatika hair oil 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 market should use the vatika hair oil and adopt it in making daily food thereby increasing the market share of vatika hair oil.

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RECOMMENDATIONS

Focus on growing core brands across categories. Reaching out to new geographies, within and outside India. Improve operational efficiencies by leveraging technology. Be the preferred company to meet the health and personal grooming needs of our target consumers with safe, efficacious, natural solutions by synthesizing the deep knowledge of ayurveda and herbs with modern science. Provide consumers with innovative products within easy reach. Vatika hair care centre: on the lines of Maricos Kaya Skin Clinic, Dabur could start a venture called Vatika hair care centre, which would provide total hair care solutions. It could have hair care experts to solve hair problems. Services could include dandruff treatment, straightening of hair, treatment for split ends, etc. Position Dabur Chyawanprash as not more of a medicine but as something, which is necessary for health. More initiatives like Dabur ki Deewar to increase brand visibility. It is an initiative to occupy shelf space.

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CONSUMER QUESTIONAIRRE- DABUR VATIKA HAIR OIL


Dear Respondent, Thanks for sparing few minutes to fill this questionnaire, which will help us to study the consumer perception for hair oil. Any information provided by you will strictly be used for Academic Purpose. 1. Which brands of hair oil are you aware of? Parachute Keo Karpin Nihar Hair And Care Dabur Vatika

2. Which brand of Hair Oil do you use? Parachute Keo Karpin Nihar Hair And Care Dabur Vatika

3. Where would you rate your brand on a scale of 1 5 (5 being highest)? 1 2 3 4 5

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4. What are the primary reasons for which you use this particular brand? Non sticky Brand Loyalty Fragrance Price

5. How did you get to hear about this brand? TV Internet Word of Mouth Print

6. If your brand is not available you would? Purchase another brand Wait for it to be available Go for a substitute Buy what is offered by the retailer

7. Which pack size do you prefer? 75 ml 150 ml 300 ml

8. On what parameters do you choose this pack size? Availability Price Family size Storage

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9. How often do you buy? Once in 15 days Once a month Once in two months

10. Are you satisfied with your brand? Yes No

Personal Information: Age: Location: Income (per month): (1) Rs. 1,000 Rs. 10,000 (3) Rs. 30,000 Rs. 50,000 (2) Rs. 10,000 Rs. 30,000 (4) Above Rs. 5000

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RETAILER QUESTIONNAIRE-DABUR VATIKA HAIR OIL Dear Respondent, Thanks for sparing few minutes to fill this questionnaire, which will help us to study the consumer perception for the Hair Oil category that we have chosen to study. Any information provided by you will purely and strictly be used for Academic Purpose only. 1. Which brands of Hair Oil do you stock? Marico HLL Keo Karpin Dabur Vatika

2. Out of these, which are the most preferred? Marico HLL Keo Karpin Dabur Vatika

3. According to you what are the reasons for customers preferences? Brand loyalty Price Availability No reason

4. What is the profile of your typical consumer? 79

High income Middle income Low income

5. What schemes are you offered by the companies? Price discounts Buy one get one free Others

6. What schemes does a consumer prefer most? Price discounts Buy one get one free Others

7. according to you, does in-store advertising have an affect on the consumers preference? Yes No

8. Does a change in price affect their preferences? Yes No

Personal Information: Location of store:

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CONSUMER QUESTIONAIRRE-DABUR CHYAWANPRASH Dear Respondent, Thanks for sparing few minutes to fill this questionnaire, which will help us to study the consumer perception for chawanprash. Any information provided by you will strictly be used for Academic Purpose. 1. Which brands of Chawanprash are you aware of? Zandu Himani Baidyanath Dabur

2. Which brand of Chawanprash do you use? Zandu Himani Baidyanath Dabur

3. Where would you rate your brand on a scale of 1 5 (5 being highest)? 1 2 3 4

4. What are the primary reasons for which you use this particular brand? Health Brand Loyalty Taste 81

Price

5. How did you get to hear about this brand? TV Internet Word of Mouth Print

6. If your brand is not available you would? Purchase another brand Wait for it to be available Go for a substitute Buy what is offered by the retailer

7. Which pack size do you prefer? 1 kg 500 gm 250 gm

8. On what parameters do you choose this pack size? Availability Price Family size Storage

9. How often do you buy? Once a month Once in two months Once in six months

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10. Are you satisfied with your brand? Yes No

Personal Information: Age: Location: Income (per month): (1) Rs. 1,000 Rs. 10,000 (2) Rs. 10,000 Rs. 30,000 (3) Rs. 30,000 Rs. 50,000 (4) Above Rs. 50,000

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RETAILER QUESTIONNAIRE-DABUR CHYAWANPRASH Dear Respondent, Thanks for sparing few minutes to fill this questionnaire, which will help us to study the consumer perception for the Chyawanprash category that we have chosen to study. Any information provided by you will purely and strictly be used for Academic Purpose only. 1. Which brands of Chyawanprash do you stock? Zandu Himani Baidyanath Dabur

2. Out of these, which are the most preferred? Zandu Himani Baidyanath Dabur

3. According to you what are the reasons for customers preferences? Brand loyalty Price Availability No reason

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4. What is the profile of your typical consumer? High income Middle income Low income

5. What schemes are you offered by the companies? Price discounts Buy one get one free Others

6. What schemes does a consumer prefer most? Price discounts Buy one get one free Others

7. according to you, does in-store advertising have an affect on the consumers preference? Yes No

8. Does a change in price affect their preferences? Yes No

Personal Information:Location of store:

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BIBLIOGRAPHY BOOKS:
Kotler Philip:

Malhotra Naresh K:

Marketing Management Marketing research

WEBSITES:
WWW.Dabur.com

NEWSPAPERS:
Business Standard Economics Times

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