INFINITY MANAGEMENT & engineering COLLEGE SAGAR, M.P.

SUMMER INTERNSHIP PROJECT REPORT ON TITLE

MARKETING RESEARCH FOR ASSESSING PERFORMANCE OF DABUR PRODUCTS
BY

ABID ALI
SUBMITTED TO:

SIR SANDEEP JAIN Sr BDM DABUR INDIA LIMITED

PROF.ASHFAQ SIDDIQUE Professor & head, department of management Studies

Dr. Hari Singh Gaur Vishwavidhalaya Sagar (M.P.) Session 2009-11

DABUR INDIA LIMITED
“ONE OF INDIA’S MOST ADMIRED COMPANY”

CERTIFICATE
I hereby certify that the project titled “MARKETING RESEARCH FOR ASSESSING

PERFORMANCE OF DABUR PRODUCTS ” report submitted to the INFINITY MANAGEMENT & ENGINEERING COLLEGE SAGAR, M.P. in partial fulfillment of the requirement for the award of the degree of Master of business administration is based on project undertaken by Prof ashfaq siddique under my guidance.

HEAD OF DEPARTMENT Prof. ASHFAQ SIDDIQUE Department of Management Studies

NAME OF THE GUIDE Prof. ASHFAQ SIDDIQUE

EXTERNAL EXAMINER ……………………………

Place: sagar Date :

Place: Date: ABID ALI MBA iii rd sem (2010-2012) . I have not been submitted by me or any other person to any other university or institution for degree or diploma. is executed as per the course requirement for the mba program in management.STUDENT DECLARATION I hereby declare that this project report titled “MARKETING RESEARCH FOR ASSESSING PERFORMANCE OF DABUR PRODUCTS ”. It’s my own work.

I would also thank my Institution and my faculty members without whom this project would have been a distant reality. She has taken pain to go through the project and make necessary correction as and when needed.they gave me different ideas in making this project unique. My deepest thanks to (HOD) Prof ASHFAQ SIDDIQUE.ACKNOWLEDGEMENT I offer a great many thanks to a great many people who helped and supported me during the project. for extending his support.. Thanking you ABID ALI INFINITY MANAGEMENT AND ENGINEERING COLLAGE SAGAR MBA-2010-2012 .business development officer. Thanks and appreciation to the helpful people at Dabur India ltd. I thank her for her overall supports. I express my thanks to the Director of. for I have completed my project effectively and moreover on time. Last but not the least. I would like to thank my parents who helped me a lot in gathering different information. The Guide of the project for guiding and correcting various documents of mine with attention and care. I am very thankful to everyone who all supported me. collecting data and guiding me from time to time in making this project . support and guidance. SANDEEP JAIN Sr. INFINITY MANAGEMENT AND ENGINEERING COLLAGE SAGAR.despite of their busy schedules . My deep sense of gratitude to Mr. I also extend my heartfelt thanks to my family and well wishers. I am equally grateful to my department he gave me moral support and guided me in different matters regarding the topic. she had been very kind and patient while suggesting me the outlines of this project and correcting my doubts. for their support. Dabur India ltd.

This provides an opportunity to the student to improve there understanding of the studies. I am fortunate enough to gat the opportunity of my “Summer Training” in the “DABUR LTD. Master of business administration of finance is course which combines with theory and its application as its contents of study in the field of management as a part of this course every aspirant has to go undergo AT LEAST FIVE WEEKS “Summer Training” in organization of repute the purpose of this training is to expose the student of management to real business situation and to provide insight in to the various functions carried out with in the organization. .PREFACE Education becomes more meaningful when its theoretical aspects are combined with the practical experiences .”.

CONTENTS CERTIFICATE DECLARATION ACKNOWLEDMENT PREFACE  INTRODUCTION o BUSINESS PORTFOLIO o VISION & MISSION o MILESTONES  OBJECTIVES  MARKET RESEARCH  MARKETING ANALYSIS OF DABUR INDIA LIMITED  Concept of Marketing  Marketing Mix  4 P’s of Marketing  DATA ANALYSIS AND INTERPRETATION  FINDINGS AND RECOMMENDATIONS  CONCLUSION AND SUGGESTION .

 BIBLIOGRAPHY INTRODUCTION TO DABUR FOUNDER AND LEADERS Founding Thoughts: "What is that life worth which cannot bring comfort to others" The story of Dabur began with a small. Is the fourth largest FMCG company in india with the revenues of us$ 750 million (3390 crore) and market capitalization of us$ 3. Reaching out to a wide mass of people who had no access to proper treatment. as the trusted 'Daktar' or Doctor who came up with effective cures. K.5 billion (over RS 16000 crore)building on a legacy of quality and experience of over 125 years. Burman set up Dabur in 1884 to produce and dispense Ayurvedic medicines. S. skin care. a physician tucked away in Bengal. like cholera. Dr.derived from the Devanagri rendition of Daktar Burman. malaria and plague.Dr. to a household name that at once evokes trust and reliability. Dr. home care & foods. His mission was to provide effective and affordable cure for ordinary people in far-flung villages. oral care. And that is how his venture Dabur got its name . and came to be known. . Burman's commitment and ceaseless efforts resulted in the company growing from a fledgling medicine manufacturer in a small Calcutta house. Dabur india ltd. health care. dabur operates in key consumer products categories like hair care. S. Soon the news of his medicines traveled. but visionary endeavour by Dr. K. Burman undertook the task of preparing natural cures for the killer diseases of those days. Burman. With missionary zeal and fervour.

Réal. dynamic leadership and commitment to our partners and stakeholders. 17 ultra-modern manufacturing units spread around the globe Products marketed in over 60 countries Wide and deep market penetration with 50 C&F agents.8 million retail outlets all over India SHORT DESCRIPTION OF 3 MAJOR STRATEGIC BUSINESS UNITS (SBU) Consumer Care Division (CCD):Adresses consumer needs across the entire FMCG spectrum through four distinct business portfolios of Personal Care.Premium hair care Hajmola .Ayurvedic healthcare products Vatika . Consumer Health Division (CHD) and International Business Division (IBD) 3 Subsidiary Group companies .Tasty digestives Réal . Fem Care Pharma and newu. Our story of success is based on dedication to nature. Master Brands:      Dabur . Dabur Red Toothpaste. Home Care & Foods. Vatika. Dabur Chyawanprash. Hajmola and Dabur Honey .Fairness bleaches & skin care products 9 Billion-Rupee brands: Dabur Amla.Consumer Care Division (CCD).DABUR AT-A-GLANCE Dabur India Limited has marked its presence with significant achievements and today commands a market leadership status.       Leading consumer goods company in India with a turnover of Rs. Health Care. Dabur Lal Dant Manjan.11 Crore 3 major strategic business units (SBU) . The results of our policies and initiatives speak for themselves. Babool. more than 5000 distributors and over 2.Fruit juices & beverages Fem .Dabur International. corporate and process hygiene. 2834.

EU and the US with its brands Dabur & Vatika Focus markets: .Nature Care Isabgol .Asav Arishtas .Ras Rasayanas . Strategic positioning of Honey as food product. North & West Africa.  Vatika Shampoo has been the fastest selling shampoo brand in India for three years in a row  Hajmola tablets in command with 60% market share of digestive tablets category.Nepal and US . About 2. leading to market leadership (over 75%) in branded honey market  Dabur Chyawanprash the largest selling Ayurvedic medicine with over 65% market share.Nigeria .Churnas .Medicated Oils  Proprietary Ayurvedic medicines developed by Dabur include: . spanning the Middle East.5 crore Hajmola tablets are consumed in India every day  Leader in herbal digestives with 90% market share Consumer Health Division (CHD) Offers a range of classical Ayurvedic medicines and Ayurvedic OTC products that deliver the age-old benefits of Ayurveda in modern ready-to-use formats   Has more than 300 products sold through prescriptions as well as over the counter Major categories in traditional formulations include: .Madhuvaani .Trifgol  Division also works for promotion of Ayurvedic through organized community of traditional practitioners and developing fresh batches of students International Business Division (IBD) Caters to the health and personal care needs of customers across different international markets.Bangladesh .

Business portfolio of Dabur PERSONAL CARE:-Dabur has a wide HEALTH CARE :-Dabur chyawanprash. Hajmola Candy. vatica heal-ek. range of personal care products and some Dabur Shwaasamrit. sampoo. Dabur Pilochek. u veda etc. Dabur products as Dabur amla hair oil. dabur gulabari. PudinHara. Dabur Blood Purifier etc. Home care &Food products: Tomato ketchup  Lemoneeze  Capsico  Cornflour  Pineapple slice  Fruit cocktail  Tomato puree Real juice segment  Real  Active  burrst .

and accountability to meet business needs. We are intellectually honest in advocating proposals. including recognizing risks. . and we encourage & reward excellence. with a deep commitment to deliver results.VISION AND PRINCIPLES "Dedicated to the halth and well being of every household" This is our company. Continuous innovation in products & processes is the basis of our success. We work together on the principle of mutual trust & transparency in a boundary-less organization. We have superior understanding of consumer needs and develop products to fulfill them better. We add value through result driven training. We accept personal responsibility. We all are leaders in our area of responsibility. We are determined to be the best at doing what matters most. People are our most important asset.

Launched Dabur Chyawanprash in tin pack 1957 . the most modern herbal medicines plant at that time  1984 . In an innovative move. Ltd.Launches Hajmola tablet 1979 .Personal care through Ayurveda 1949 .Shifts base to Delhi from Calcutta 1978 . natural solutions by synthesizing our deep knowledge of ayurveda and herbs with modern science Provide our consumers with innovative products within easy reach Build a platform to enable Dabur to become a global ayurvedic leader Be a professionally managed employer of choice.Dabur (Dr. We are honest with consumers. with business partners and with each other. within and outside India.Dabur completes 100 years  1988 . STRATEGIC INTENT We intend to significantly accelerate profitable growth. . S K Burman) Pvt. a curative product is converted to a confectionary item for wider usage. Incorporate 1940 . we will:        Focus on growing our core brands across categories. efficacious. developing and retaining quality personnel Be responsible citizens with a commitment to environmental protection Provide superior returns. reaching out to new geographies.Production of Ayurvedic medicines.Computerisation of operations initiated 1970 . 1930 . To do this.Automation and upgradation of Ayurvedic products manufacturing initiated 1936 . S K Burman at Kolkata 1896 .Dabur Research Foundation set up 1979 . to our shareholders MILESTONES TO SUCCESS               1884 .Established by Dr. relative to our peer group. and improve operational efficiencies by leveraging technology Be the preferred company to meet the health and personal grooming needs of our target consumers with safe.Launches pharmaceutical medicines  1989 .First production unit established at Garhia 1919 .Care with fun The Ayurvedic digestive formulation is converted into a children's fun product with the launch of Hajmola Candy.Entered Oral Care & Digestives segment 1972 .Commercial production starts at Sahibabad.We are committed to the achievement of business success with integrity. attracting.First R&D unit established Early 1900s .

conservation of nature & natural resources is deep rooted in our organizational DNA.Leadership in health care 1996 .19 crore on a net profit of Rs 64. Dabur Red Toothpaste crosses the billion rupee turnover mark within five years of its launch.The 1. besides reduce effluent and improve hygiene conditions & productivity. generation of biogas and installation of energy efficient equipment – helped lower the cost of production. CONSERVATION OF ENERGY Dabur has been undertaking a host of energy conservation measures. Successful implementation of various energy conservation projects have resulted in a 13. at Dabur.7% increase in cost of key input fuels.Burman family hands over management of the company to professionals 2000 .000 crore mark Dabur establishes its market leadership status by staging a turnover of Rs. through intensive focus on Conservation of Energy and Technology Absorption. What was noteworthy was the fact that this reduction has come despite an 8-9% volume increase in manufacturing. It is this concept that inspires us to optimize our business performance to tackle the new and growing challenges of environment and technology.             1994 .Dabur demerges Pharmaceuticals business 2007 .Dabur Red Toothpaste joins 'Billion Rupee Brands' club Dabur Red Toothpaste becomes the Dabur's ninth Billion Rupee brand.Celebrating 10 years of Real 2007 .000 2001 . expanded it to encompass our aspirations and responsibilities to the society and to the environment. environment and nature is the lifeline of our business. . We.Dabur Foods merged with Dabur India 2008 . SUSTAINABILITY REPORT At Dabur. Safety and Environment Protection. have not merely incorporated the concept of sustainability into the core of our business but have.Enters foods business with the launch of Real Fruit Juice 1998 .Super specialty drugs 2002 . along with Health.8% reduction in the Company’s energy bill in the 2008-09 fiscal alone.Enters oncology segment 1994 .1. and in every aspect of our ever-growing business. With a portfolio of Ayurvedic and nature-based products.Comes out with first public issue 1994 . It is a concept on which we aspire to build an organization that will continue to increase value for all our stakeholders for generations to come. The host of measures – key among them being use of bio-fuels in boilers.Dabur record sales of Rs 1163. in fact.4 crore 2003 . and an average 11.Acquires Fem Care Pharma 2009 .

cleaner environment and waste disposal. These efforts include:      Minimum use of water in process by pre-concentration of herbal extract and reduction in concentration time Uniform heating in VTDs by hot water as against steam earlier. Technology and Facilities. . besides educate & motivate employees on various aspects of Health. amongst others. HEALTH SAFETY & ENVIRONMENTAL REVIEW Renewing the commitment to Health Safety and Environment.Technology Absorption Dabur has also made continuous efforts towards technology absorption and innovation. A dedicated “Safety Management Team” has also been put in place to work towards the prevention of untoward incidents at the corporate and unit level. resulting in 30% reduction in bulk wastage by using non-stick coating and formulation change Improvement in water treatment plant through introduction of RO (Reverse Osmosis) system for DM water. import substitution. reutilization of waste water from pump seal cooling and RO reject waste-water management Introduction of water efficient CIP system with recycling of water in fruit juice manufacturing Development of in-house technology to convert fruit waste into organic manure by using the culture Lactobacilus burchi The Company has achieved a host of significant benefits in terms of product improvement. which have contributed towards preserving natural resources. cost reduction. Dabur has formulated a policy focusing on People. product development. Safety and Environment.

This will help in integrating a vast distribution system spread all over India and across the world. Roll out of IT services to new plants and CFAs. It will also cut down costs and increase profitability.The Company is also continuously monitoring its waste in adherence with the pollution control norms. contributing to the ultimate good of the society. knowledge and technology are key resources which have helped the Company achieve higher levels of excellence and efficiency. which has delivered encouraging results and has put the company on the path to becoming a Water-Positive Corporation. IT INITIATIVES At Dabur India Limited. Setting up of new Data Centre at KCO Head Office. Our major IT Initiatives      Migration from Baan and Mfg ERP Systems to centralized SAP ERP system from 1st April 2006 for all business units. Implementation of SAP HR and payroll. SAP Roll-out to DNPL and other new businesses. Towards this overall goal of technology-driven performance. Future Challenges      Forward Integration of SAP with Distributors and Stockists. Implementation of new POS system at Stockist point and integration with SAP-ERP. At Dabur. The efforts include implementation of rainwater harvesting. And. efforts have also been initiated to conserve and maintain the ground water level. Dabur also initiated a Carbon Foot Print Study at the unit level with an aim to become a carbon positive Company in years to come. Implementation of a country wide new WAN Infrastructure for running centralized ERP system. Dabur is utilizing Information Technology in a big way. we are committed to sustainable development throughout our diverse operations. we will strive to translate the good intentions into concrete and lasting results. Extension of Reach System to distributors for capturing Secondary Sales Data. In pursuance of its commitment towards the society. . Backward Integration of SAP with Suppliers.

4. To find out the medium which is the best suitable for trading on between retailers. To know the purpose of fmcg sector in industry . 6. . To find out the best pattern to Supply chain management. To know the influencing force behind the decision making while trading in market. 3. To know the scope for the market and market share.OBJECTIVES 1. 2. 5. To know the habit of the people of sagar City.

analysis. collection.” MARKET RESEARCH PROCESS(HOW DONE MARKET RESEARCH ) DEFINE THE RESEARCH PROBLEM DEVELOP THE RESEARCH PLAN COLLECT THE INFORMATION ANALYZE THE INFORMATION PERCENT THE FINDINGS ] . In other words “the activities undertaken by an organization to determine the nature of its customers and competitors. it may also use for a product-preference test. a sales forecast or an advertising evaluation. and reporting of data and findings relevant to a specific marketing situation facing by a company . as well as the demand for its products or services along with the features that customers prefer in similar products or services.MARKET RESEARCH Market research is a process to find out the specific problem and opportunities. we define market research as the systematic design.

STEP-4(DATA ANALYSIS):Now i am going to have a inside of my research . beliefs. has a big product line of home made (cooking pastes and purees) and other items which mostly uses in Indian kitchen. tomato paste. They are also planning to launch some products such as mango pulp. And after collecting the relevant information store it in excel format.  SAMPLE SIZE:-The sample size was one hundred fifty. The research problem is to find out the market share. STEP-3(COLLECT THE INFORMATION) I was collect the information through the questionnaire. STEP-2 (DEVELOP THE RESEARCH PLAN):-  DATA SOURCE: . competitors of Dabur in same product line and also find out market size for all the products to which they have lunched.data source is primary data and sample size was one hundred fifty. Primary data was collected through survey questionnaire because survey are the best suited for the descriptive research.  SAMPLING PLAN: SAMPLING UNIT:-I include to all those institutions (hotels and restaurants) in my sampling unit who has its own store to cater the facilities to inside and outside visitors.STEP-1(DEFINE RESEARCH PROBLEM):- Dabur India Ltd.  RESEARCH INSTRUMENTS:-The instrument that I used in my research was questionnaire. it is used to learn about peoples knowledge. snack dressing etc so that also need to find out market size for these products and leading organizations in this product line. preference and satisfaction.

MARKETING ANALYSIS OF DABUR INDIA LIMITED .

. offering and freely exchanging products & services of value with others. d. packaging. e. The term market is used in variety of contexts. b.Buyer and Seller. „Marketing‟ as the word suggests simply means identifying needs of the customers or in others words „to know about the pulse of each & every customer‟. warehousing. Both parties are free to accept or reject the offer. involves buying different and functionsmarketing research. Transportation. These functions helps the firm to realize its profit goal by actualizing potential exchanges with the customers. Presence of at least two parties. It can be a wholesale market & Retail market. „A social process by which individuals and groups obtain what they need and want through creating.CONCEPT OF MARKETING „Market in common language is a place where business is conducted or in other words where goods and services are exchanged. promotion & selling. Marketing planning. c. The managerial awareness and desire reflected in the consumer orientation for an all-out commitment to the market consideration and marketing operations to the consumer needs has given birth to new operational notion called the „Marketing concept‟.‟ The following are important elements for a marketing exchange to take place:a. product assembling. Both parties must have something viewed valuable by each other. Each party feels desirable to deal with each other. storage. Each party is capable of communication and delivery.

The above list of marketing mix elements was reclassified by McCarthy into four categories popularly known as four P‟s of marketing -: product. It is through these that market is created and managed. It is a set of marketing tools that the firm uses to pursue its marketing objectives in the target market. physical handling. price. advertising etc. Marketing mix includes the following activities -product planning. pricing. All the activities listed above create what a marketeer offers to the market. packaging. displays. place and promotion. channels of distribution.MARKETING MIX Marketing mix refers to the ingredients or the tools or the variables which the marketeer mixes in order to interact with a market. branding. PRODUCT Product mix Packaging Labeling Product quality Branding PLACE Channel strategy Intermediaries Channel conflict Channel selection Physical distribution PRICE Price methods Pricing strategies Price policy Price changes PROMOTION Promotion mix Advertising Sales promotion Personal selling Publicity Public relations .

4 P’S OF DABUR INDIA LIMITED PRODUCT PRICE PLACE PROMOTION .

the firm becomes a multi product firm. Burman) India Limited started with only few ayurvedic medicines. When a firm introduces a number of products over time gradually. disinfectant cleaner and kitchen cleaner under „Dazzl‟ brand. Recently two new products. That is. Dabur‟s diverse product range is today manufactured in 9 manufacturing facilities within India and 5 other worldwide. S. health care. All these launches of new kinds of products will help the company to capture the potential market arising from the growing needs of . But now it has a bigger portfolio of products of variety of brands like hair care. Dabur‟s product portfolio has been systematically overhauled through re-launches and brand extensions. skin care and home care. K. its offerings become many. Further the company can increase the depth of an item in the line by adding new variants. Burman started a small pharmacy in Calcutta in 1884 where he launched his mission of providing health care products.PRODUCT The product is the physical good or service offered to the consumer. Over the past two years. For example Dabur has added different flavours like orange and lime to its Glucon D. The product is the most visible element of the marketing mix. S. Which was later made a full fledged company Dabur (Dr. K. Dabur's Ayurvedic Specialities Division has over 260 medicines for treating a range of ailments and body conditions-from common cold to chronic paralysis. even as fresh forays have been made into new categories such as hair. Similarly. Dr. baby care & other different types of Home & Personal care products along with food and digestive products.

the fast expanding market. Dabur brands are broadly divided in to six categories:- 1) 2) 3) 4) 5) 6) Health Care Personal Care Home Care Ayurvedic Specialities Foods Guar Gum . especially the aspiring and affluent Indian household categories.

is India‟s third largest fast moving consumer goods company by sales. leading to market leadership (over 40%) in branded honey market   Dabur Chyawanprash the largest selling Ayurvedic medicine with over 65% market share.MARKET SHARE OF DABUR Dabur India Ltd.     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 . Some of their achievements are  Strategic positioning of Honey as food product.

but growing completely. Across the whole organization the company have one definition of winning. and that means not just growing. Cost 2. It is worth of a product or service in monetary terms. Dabur is today seen as far more proactive in the market. Price is a crucial determinant of the fact whether the exchange between the buyer and seller should materialize or not. Price is the value which a buyer passes on to the seller in lieu of the product or service provided.PRICE Price is normally expressed in monetary terms. like Dabur Vatika Hair Oil is available in 3 different versions . Over the last two years. Competition 3. Dabur has maintained its operating margins through judicious price hikes across products and reduction in pack sizes. . consumer demand Pricing Strategies of Dabur Dabur has stepped up the pace of new product launches and is investing ad spend and marketing. Dabur is now an external oriented company. The entire product portfolio is also tweaked to include premium offerings such as more variants under almost every category. While pricing the products three main factors should be kept in mind -: 1.

. etc. III. COST One of the most important factor to take care while pricing is the cost costs set the floor for pricing decisions. Proctor and Gamble 3. Pepsi co. Similarly Dabur India Limited also has many competitors. Colgate Palmolive 5. Godrej Industries 6. II. CONSUMER DEMAND Dabur learned that the majority of Indian population tends to go towards the Indianised natural and herbal products thus they made it their USP. the pricing freedom is considerably reduced. Marico Ltd. Hindustan Unilever Limited 2. COMPETITION Competition is another important consideration while pricing. Dabur is efficiently leading the market with this product range. But when there are competitors selling the same or similar products. providing the customers with special products easily. There are two types of cost variable cost and fixed cost. Its price must fall in line with the competitors.The three main factors affecting the pricing strategies have been discussed below -: I. 4. When a firm does not face any competition it can enjoy complete freedom in fixing its price. But Dabur‟s top selected competitors are:1. It is important that the price should recover all costs including a fair return for undertaking the marketing effort and risk.

but also to touch consumers with a three-way convergence . from here goods reaches to large number of Retailers and it is the duty of Stockiest to take orders from retailers and then supply the goods to them. CHANNELS OF DISTRIBUTION Channels of distribution refers to the path taken by the goods in their movement to the customers.  A Diagram explaining the channels of Distribution is given below The above diagram it shows channel of distribution of dabur foods. here first the products are manufactured and from Manufacturing plants the packed goods are supplied to Clearing And Forwarding Agents(C&FA) and from here the goods are then further supplied to number of Stockiest or Distributors. the toothpaste we use is manufactured in the factory of a company Dabur. But before it reaches us it passes through the hands of many middlemen who help it come to you in right time.of product availability. Dabur‟s distribution network is recognised as one of its key strengths. brand communication.PLACE Place in the context of marketing mix refers to a set of decisions that need to be taken in order to make the products available to the customers for purchase and consumption. Its focus is not only to enable easy access to our brands. For instance. and higher levels of brand experience. Making the products available to the customers require development of channels of distribution and physical distribution of products. at right place and in right quantity. this work is generally done by stockiest salesman through ready stock or by .

From here the goods finally reaches to Customers.taking orders first and then placing the order. Customer purchases the product from retailers. Manufacturing Plant Clearing and forwarding agent (different regions) Stockist A Stockist B Stockist C Retailers Retailers Retailers Retailers Retailers Retailers .

and seeing that goods are properly placed in the retail outlets is also the duty of stockiest sales man. means sales man has to daily cover the route as mention in the beat.C O N S U M E R S STOCKIEST OR DISTRIBUTORS Stockiest store the products in their godowns.  Sales man either take ready stock with them or they first take orders and then supply goods later on.  Companies‟ sales officer keeps a check on the stockiest and monthly report is also prepared which is further analyzed by ASM & ZSM.  Stockiest has some sales men working under him. C&FA supplies the goods to them as per their order.  There is a beat which is a schedule route of sales man. they are known as stockiest sales man. putting banners. making products visible. pasting posters. Their work is to place the products in the market and take order from retailers and then supply goods to them.  .  Merchandising.

Retailers are the ones who have direct contact with the customers.RETAILERS  Retailers are backbone of the company as they are the one who can take the product on new heights or can bring it down to toes.  Stockiest supplies goods to retailers and tries Persuading retailers to give the brand special displays (using merchandising tools) to get affective brand presence. and arranging it in more noticeable manner.    Margin of retailers is always higher than stockiest. . Dabur Foods has a distribution network that covers 175 towns and 75 thousand retail outlets making its product available to the consumers across the country at ease.

newspapers. advertisements sometimes embed their persuasive message with factual information. Mandira Bedi etc. The promotion element of marketing distribution mix is concerned that sales with goals activities are that are There undertaken are to communicate with both customers and participants in the channel of such realized. For these purposes. Many advertisements are designed to generate increased consumption of those products and services through the creation and reinforcement of "brand image" and "brand loyalty". Advertising is often placed by an advertising agency on behalf of a company or other organization. but one of the most convenient and effective one that most of the industries uses is the Advertising and Sales Promotion. trade promotion. Vivek Oberoi. radio. magazines. Rani Mukhurjee. Sales promotion. the next task of the marketer is to inform potential customer about the product and persuade them to buy the same. Every major medium is used to deliver these messages. the Internet and billboards. Dabur has created the huge brand image and a vast product following by associating mega-names like Amitabh Bachchan. priced rightly and is distributed. So far the company has . video games. personal selling etc. Advertising Advertising is a form of communication that typically attempts to persuade potential customers to purchase or to consume more of a particular brand of product or service. Dabur invested Rs. 150 crore just on the advertising of Real “Fruit Juice” and “Real Active”. different promotional activities like-: Advertising. cinema.PROMOTION Once the product has been manufactured. including television.

arranging demonstrations or exhibitions. sales promotion is about “action”. This is usually known as “selling into the trade” . door-to-door calling. personal letters on other methods”. If used too often however. personal selling. increased PR activity. sales promotion is one of the four aspects of promotion. Sales promotion “An activity designed to boost the sales of a product or service. In marketing. sales promotion can create a situation where consumers will not buy unless there is a bonus offer. It may include an advertising campaign. setting up competitions with attractive prizes. temporary price reductions.) Sales promotions are non-personal promotional efforts that are designed to have an immediate impact on sales. This will result in loss of profit for the company. (The other three parts of the promotional mix are advertising.been successful in this mission as the people now know the brand and ask for its products by name. telemarketing. Sales promotion can be directed at:• The ultimate consumer (a “pull strategy” encouraging purchase) • The distribution channel (a “push strategy” encouraging the channels to stock the product). Sales promotion involves short-term incentives to encourage buyers to purchase a product. More than any other element of the promotional mix. It is not designed to be informative – a role which advertising is much better suited to. offering free gifts or trading stamps. and publicity/public relations. a free-sample campaign. It is about stimulating customers to buy a product. It's aim is to encourage immediate purchase of a product.

OF ACCOUNTS USE 77 43 9 7 1 1 10 2 150 BROWN AND POLSION 1% NOT USING NEATURE 1% 0% LEMELA 5% SHREE FOODS 6% DABUR 7% EXISTING BRANDS AND MARKET SHARE WEEKFIELD BEE GEE INDIA (THREE BIRDS) SHREE FOODS LEMELA BEE GEE INDIA (THREE BIRDS) 29% WEEKFIELD 51% NEATURE BROWN ANDPOLSION DABUR NOT USING .DATA ANALYSIS AND INTERPRETATION PRODUCT CORN FLOUR BRAND USING ANALYSIS OF CORNFLOUR BRAND NAME WEEKFIELD BEE GEE INDIA (THREE BIRDS) SHREE FOODS LEMELA NEATURE BROWN ANDPOLSION DABUR NOT USING TOTAL NO.

there are two (2%) accounts who don’t use corn flour.  Peoples are not aware about Dabur corn flour. According to some users it is little bit expensive.  NOT USING: .FINDINGS AND RECOMMENDATIONS FOR CORNFLOUR After analyze the data there are some findings in terms of different brands available in market and their market share. of questions to users in terms of quality. it has six (6%) percent market share.  LEMELA:-it has five (5%) percent market share.  DABUR (NATURES BEST):-it has seven (7%) percent market share.  BEE GEE INDIA (THREE BIRDS):-it is the second brand in the market with twenty nine (29%) percent market share. RECOMMENDATIONS: As far as I thing there is no problem in the quality of Dabur corn flour because at the time of data collection I asked no. . it is local brand of sagar . more then 50 percent market is captured by week field.  BROWN & POLSON:-it has captured one (1%) percent market.  SHREE FOODS:-it is catered by shree foods ltd. rate and pack size. it is the market challenger with 29 percent market share. After analysis the data I found that there are seven (7) brands available in market named as WEEK FIELD :–week field is the market leader with share of fifty one (51%) percent. it is also local brand of sagar.  We require to do advertisement and marketing.  NEATURES:-it has one (1%) market share .

Two and three big institutions are using more than 100kg corn flour . OF ACCOUNTS NOT USING 1% MARKET SIZE ANALYSIS PRODUCT: C0RNFLOUR NO. OF ACCOUNTS NOT USING FINDINGS: According to market research findings there are ninety (99%) percent institutions are using corn flour and there is only one (1%) percent institutions are not using corn flour.remaining all institutions are using 20-30 kg corn flour.MARKET SIZE ANALYSIS TYPES OF ACCOUNTS NO.  If we talk about the consumption. OF ACCOUNTS 148 2 150 NO. OF ACCOUNTS USING NO. OF ACCOUNTS USING NO. . OF ACCOUNTS NOT USING TOTAL SAMPLE SIZE NO. OF ACCOUNTS USING 99% NO. there is no more consumption.

After analysis the data I found that there are three (3) brands available in market named as LEMONEEZE (DABUR):-it has two (2%) market share.  USING FRESH LEMONS:-approximately ninety six (96%) percent institutions are using fresh lemons. OF ACCOUNTS USE 3 1 2 146 152 LEMONEEZE(DABUR) 2% LIMECARDILE 1% LEMONEEZE(DABUR) ROYAL BURTON USING FRESH LEMONS 96% LIMECARDILE USING FRESH LEMONS EXISTING BRANDS AND MARKET SHARE FINDINGS:After analyze the data there are some findings in terms of different brands available in market and their market share.  ROYAL BURTON:-it has one (1%) market share.  It is mostly used in summers (April to June ) . it uses as complimentary. people are aware about this product.BRAND USING ANALYSIS OF LEMONEEZE BRAND NAME LEMONEEZE(DABUR) ROYAL BURTON LIMECARDILE USING FRESH LEMONS TOTAL ROYAL BURTON 1% NO.  LIMECARDILE:-it also has one (1%) market share.

OF ACCOUNTS NOT USING 96% FINDINGS:  According to research finding there are only four (4%) percent institutions are using lemoneeze and ninety six (96%) percent institution are using fresh lemons.  The market is not potential for this type of product because it is mostly used by big institutions. OF ACCOUNTS NOT USING TOTAL SAMPLE SIZE NO. OF ACCOUNTS USING NO. OF ACCOUNTS USING NO. .  People are not aware about this product that’s why we required to do advertisement and approaching to big institution.MARKET SIZE ANALYSIS OF LEMONEEZE TYPES OF ACCOUNTS NO. OF ACCOUNTS USING 4% MARKET SIZE ANALYSIS NO. it can be introduce in only big institutions. OF ACCOUNTS NOT USING NO. OF ACCOUNTS 6 144 150 NO.  People are more habitual to use fresh lemons.

 There are two brands available in market and having same pack size(60ml) .  TABASCO:-it has twenty one (21%) percent market. After analysis the data I found that there are two (2) brands available in market named as CAPSICO:-it has nineteen (19%) percent market share and there is no problem in terms of quality and rate.  It is mostly used by star category institution that’s why we need it approach in big institution. it is the competitor of capsico (Dabur). OF ACCOUNTS USE 28 32 90 150 EXISTING BRANDS AND MARKET SHARE CAPSICO 19% NOT USING 60% TABASCO 21% CAPSICO TABASCO NOT USING FINDINGS:After analyze the data there are some findings in terms of different brands available in market and their market share.BRAND USING ANALYSIS OF CAPSICO BRAND NAME CAPSICO TABASCO NOT USING TOTAL NO.

 CANZ:-it is the third popular brand with three (3%) market share.  CHAOCOH (IMPORTED):-it is also imported brand and it is the first popular brand with seven (7%) market share. it has one (1%) percent market share.  DABUR:-it is the second popular brand in market with the six (6%) percent market share.BRAND USING ANALYSIS OF COCONUT MILK BRAND NAME THAILAND(king thai) DABUR CHOCO CHAOCOH(IMPORTED) CANZ NESTLE NOT USING TOTAL NO.  CHOCO:-it has one (1%) market share. After analysis the data I found that there are six (6) brands available in market named as THAILAND (KING THAI):-it is the imported brand from Thailand. OF ACCOUNTS USE 4 9 1 10 4 2 120 150 THAILAND(king thai) DABUR CHOCO 2% 6% 1% CHAOCOH(IMPORTED ) 7% CANZ 3% THAILAND(king thai) NESTLE 1% DABUR CHOCO NOT USING 80% CHAOCOH(IMPORTED) CANZ NESTLE NOT USING EXISTING BRANDS AND MARKET SHARE FINDINGS:After analyze the data there are some findings in terms of different brands available in market and their market share. .  NESTLE:-it has one (1%) percent market share.

OF ACCOUNTS NOT USING 80% NO. OF ACCOUNTS NOT USING TOTAL SAMPLE SIZE NO. OF ACCOUNTS USING NO. OF ACCOUNTS NOT USING MARKET SIZE ANALYSIS FINDINGS : If we talk about the market size of coconut milk than there are only twenty (20%) percent institution which is using coconut milk and eighty (80%) institutions are not using coconut milk. OF ACCOUNTS 30 120 150 PRODUCT: COCONUT MILK NO. OF ACCOUNTS USING 20% NO.MARKET SIZE ANALYSIS OF COCONUT MILK TYPES OF ACCOUNTS NO. most of institutions are using coconut cream and coconut powder. . OF ACCOUNTS USING NO.  According to feedback it is used in preparing sea food.

but now the share of Dabur honey is decreasing day by day. OF ACCOUNTS USE 134 2 13 149 DABUR MARRY FOODS DABUR 90% NOT USINS EXISTING BRANDS AND MARKET SHARE FINDINGS:After analyze the data there are some findings in terms of different brands available in market and their market share. After analysis the data I found that there are two (2) brands available in market named as REAL HONEY (DABUR):-Real honey (Dabur) is the market leader with the ninety (90%) percent market share.BRAND USING ANALYSIS OF HONEY BRAND NAME DABUR MARRY FOODS NOT USINS TOTAL NOT USINS MARRY FOODS 9% 1% NO.  Now days institutions has started using small pack size(15 grm) it is known as “ Honey on the table”. There is no complained in terms of quality and rate. due to some reason There is no pack size less than 500 Grm (institutional). .  HONEY(MARRY FOODS-MUMBAI):-It is the new emerging company and catering small honey pouch packing known as “HONEY ON THE TABLE ”.it has captured one (1%)percent market share. Most of the market is captured by Dabur honey.

. OF ACCOUNTS NOT USING 9% PRODUCT: HONEY NO.MARKET SIZE ANALYSIS OF HONEY TYPES OF ACCOUNTS NO. There are only nine (9%) percent institution are not using honey. OF ACCOUNTS 137 13 150 NO. OF ACCOUNTS USING 91% NO. That’s why the ninety percent market is potential. OF ACCOUNTS NOT USING MARKET SIZE ANALYSIS FINDINGS:According to research findings ninety one (91%) percent institutions are using honey. OF ACCOUNTS NOT USING TOTAL SAMPLE SIZE NO. OF ACCOUNTS USING NO. OF ACCOUNTS USING NO.

OF ACCOUNTS USE 39 26 2 8 19 8 2 7 3 2 34 150 EXISTING BRANDS AND MARKET SHARE KAYTIS GOLDEN CROWN DABUR(NEATURS BEST ) GURUJI 1% MID LAND 2% NOGA FRUTINS TOPS MORTAN 5% TOPS 5% FRUTINS 13% NOGA 5% DABUR(NATURE.BRAND USING ANALYSIS OF TOMATO PUREE BRAND NAME KAYTIS GOLDEN CROWN DABUR(NATURE’S BEST ) NOGA FRUTINS TOPS KISSAN MORTAN MID LAND GURUJI NOT USING TOTAL NO.S BEST ) 2% KISSAN GOLDEN CROWN 17% MORTAN MID LAND GURUJI NOT USING NOT USING 23% KAYTIS 26% KISSAN 1% .

 GURUJI: .  TOP’S:-It has five (5%) percent market share.  NEATURS BEST (DABUR):-It has two (2%) percent market share  NOGA:-It has five (5%) percent market share.  MORTAN: . They prefer to use fresh tomatoes.  MID LAND: .  GOLDEN CROWN:-It is the market challenger with seventeen (17%) percent market share. . After analysis the data I found that there are six (6) brands available in market named as KAYTIS:-It is the market leader with twenty three (23%) percent market share.it has one (1%) percent market share. It is the most popular brand in the market.  FRUTINS:-It has thirteen (13%) percent market share.FINDINGS AND RECOMMENDATION After analyze the data there are some findings in terms of different brands available in market and their market share.it has two (2%) percent market share.  NOT USING:-There are approximately twenty three (23%) percent institutions are not using tomato puree.  KISSAN:-it has one (1%) percent market share. Our competitor golden crown is selling tomato puree at the rate of forth rupees(40).it has five (5%) percent market share. It is the second most preferred brand in the market. RECOMMENDATION:During the data collection I found that our tomato puree (Dabur) is little bit expensive and others brands are available between 35-40 rupees.

MARKET SIZE ANALYSIS OF TOMATO PUREE TYPES OF ACCOUNTS NO. OF ACCOUNTS NOT USING 23% PRODUCT: TOMATO PUREE NO. OF ACCOUNTS USING 77% MARKET SIZE ANALYSIS FINDINGS:According to research findings the seventy seven (77%) percent institutions are using tomato puree and there is twenty three (23%) percent institutions are not using tomato puree because they prefer to use fresh tomatoes. OF ACCOUNTS NOT USING TOTAL SAMPLE SIZE NO. OF ACCOUNTS USING NO. OF ACCOUNTS NOT USING NO. OF ACCOUNTS USING NO. . OF ACCOUNTS 116 34 150 NO.

BRAND USING ANALYSIS OF TOMATO PASTE
BRAND NAME P&R NOT USING TOTAL NO. OF ACCOUNTS USE 10 140 150

EXISTING BRANDS AND MARKET SHARE
P&R 7%

P&R NOT USING

NOT USING 93%

FINDINGS:After analyze the data there are some findings in terms of different brands available in market and their market share. After analysis the data I found that there is only (1) brands available in market named as-

P&R:-There is only one brand available in the market and there is only seven
(7%) percent institutions are using tomato paste. the most of institutions are not using tomato paste because there is no requirement of tomato paste and if required than they prepare by using fresh tomatoes.

BRAND USING ANALYSIS OF SNACK DRESSING
BRAND NAME NESTLE KISSAN HEINZ CROSS&BLACKWELL BLACK & BARRIES NOT USING TOTAL NO. OF ACCOUNTS USE 10 2 4 5 1 128 150
KISSAN HEINZ 1% 3% CROSS&BLACKWELL 3% BLACK & BARRIES 1% NESTLE KISSAN HEINZ CROSS&BLACKWELL BLACK & BARRIES NOT USING NOT USING 85%

NESTLE 7%

EXISTING BRANDS AND MARKET SHARE
FINDINGS:After analyze the data there are some findings in terms of different brands available in market and their market share. After analysis the data I found that there are six (6) brands available in market named as NESTLE: - it has seven (7%) percent market share.  KISSAN: - it has one (1%) percent market share.  HEINZ: - it has three (3%) percent market share.  CROSS & BLACKWELL: - it has three (3%) percent market share.  BLACK & BARRIES: - it has one (1%) percent market share.  NOT USING: - it has eighty five (85%) percent market share.

PACK SIZE (USED)ANALYSIS OF SNACK DRESSING
AVAILABLE PACK SIZE 200 ML 1 KG 1.2 KG NOT USING TOTAL
200 ML 3% 1 KG 4% 1.2 KG 8%

NO. OF ACCOUNTS USING 4 6 12 128 150

200 ML 1 KG 1.2 KG NOT USING NOT USING 85%

PACK SIZE (USED) ANALYSIS

FINDINGS:After analyzing the data there are different pack size (200ml, 1&1.2kg) available in the market. Most of companies prefer 1.2kg (bottle) pack size.

OF ACCOUNTS USING NO. OF ACCOUNTS USING 15% PRODUCT: SNACK DRESSING NO. OF ACCOUNTS USING NO. .  But according to data findings I can’t say that market is not potential but most of institutions use tomato ketchup and other alternatives at the requirement of snack dressing. OF ACCOUNTS 22 128 150 NO. OF ACCOUNTS NOT USING TOTAL SAMPLE SIZE NO. OF ACCOUNTS NOT USING NO. OF ACCOUNTS NOT USING 85% MARKET SIZE ANALYSIS FINDINGS: According to research findings only fifteen (15%) percent institutions are using snack dressing and eighty five (85%) percent institutions are not using snack dressing.MARKET SIZE ANALYSIS OF SNACK DRESSING TYPES OF ACCOUNTS NO.

OF ACCOUNTS USE 16 30 21 33 10 3 4 15 8 7 3 150 CROSS WELL 5% KAYTIS 2% GOLDEN CROWN 5% NESTLE 10% RACY 10% KISSAN 20% NESTLE KISSAN HEINZE 3% PINKS MAGGI TOPS HALLS HEINZE RACY GOLDEN CROWN MAGGI 22% PINKS 14% CROSS WELL KAYTIS HALLS 2% TOPS 7% EXISTING BRANDS AND MARKET SHARE .BRAND USING ANALYSIS OF TOMATO KETCHUP BRAND NAME NESTLE KISSAN PINKS MAGGI TOPS HALLS HEINZE RACY GOLDEN CROWN CROSS WELL KAYTIS TOTAL NO.

It has seven (7%) percent market share.It has ten (10%) percent market share.It has three (3%) percent market share.It has five (5%) percent market share.  GOLDEN CROWN: .  TOP’S:.It has fourteen (14%) percent market share.  KISSAN: .  HEINZE: .It is the market leader with twenty two (22%) percent market share.It has two (2%) percent market share.It has two (2%) percent market share.  PINKS: .It has five (5%) percent market share.FINDINGS:- After analyze the data there are some findings in terms of different brands available in market and their market share.  HALLS: .  KAYTIS: .  CROSS WELL: . .  MAGGI: .It has twenty (20%) percent market share. After analysis the data I found that there are six (6) brands available in market named as NESTLE: .  RACY: .It has ten (10%) percent market share.

. The market is (100%) potential.MARKET SIZE ANALYSIS OF TOMATO KETCHUP TYPES OF ACCOUNTS NO. OF ACCOUNTS USING NO. OF ACCOUNTS NOT USING TOTAL SAMPLE SIZE NO. OF ACCOUNTS NOT USING 0% PRODUCT : TOMATO KETCHUP NO. OF ACCOUNTS USING 100% NO. OF ACCOUNTS USING NO. OF ACCOUNTS 150 0 150 NO. OF ACCOUNTS NOT USING MARKET SIZE ANALYSIS FINDINGS:After analysis the data I found that there is not a single institution which is not using tomato ketchup.

OF ACCOUNTS USE 52 25 27 7 3 1 6 11 1 1 16 150 EXISTING BRANDS AND MARKET SHARE KISSAN 1% DABUR 1% MORTAN 4% NATURAL 1% MIDLAND 2% TOP'S 7% NOT USING 10% KAYTIS 34% KAYTIS GOLDEN CROWN FRUTINS NOGA MIDLAND NATURAL NOGA 5% MORTAN TOP'S DABUR FRUTINS 18% GOLDEN CROWN 17% KISSAN NOT USING .BRAND USING ANALYSIS OF PINEAPPLE SLICES BRAND NAME KAYTIS GOLDEN CROWN FRUTINS NOGA MIDLAND NATURAL MORTAN TOP'S DABUR KISSAN NOT USING TOTAL NO.

After analysis the data I found that there are six (6) brands available in market named as KAYTIS: .  FRUTINS: . NOTE:-Most of institutions are prefer to use pineapple slice (tin pack).  KISSAN: .It has one (1%) percent market share.It has eighteen (18%) percent market share.It has seven (7%) percent market share.It has two (2%) percent market share.It has one (1%) percent market share.  DABUR: .  TOP’S:.  NATURAL: .  GOLDEN CROWN: .FINDINGS:After analyze the data there are some findings in terms of different brands available in market and their market share.It has one (1%) percent market share.  MID LAND: .  MORTAN: .It has five (5%) percent market share. .It has seventeen (17%) percent market share.  NOGA: .It has thirty four (34%) percent market share.  NOT USING: .It has four (4%) percent market share.They don’t prefer to use fresh pineapple.It has ten (10%) percent market share.

OF ACCOUNTS USING 89% MARKET SIZE ANALYSIS FINDINGS: According to market size analysis there are eighty nine (89%) institutions are using pineapple slice and only eleven (11%) institutions are not using pineapple slice. OF ACCOUNTS NOT USING 11% PRODUCT : PINEAPPLE SLICE NO.  Most of institutions are prefer to use pineapple slice (tin pack). That’s why I can say that the market is potential for `pineapple slice.MARKET SIZE ANALYSIS OF PINEAPPLE SLICES TYPES OF ACCOUNTS NO. OF ACCOUNTS NOT USING NO. OF ACCOUNTS USING NO. . OF ACCOUNTS NOT USING TOTAL SAMPLE SIZE NO. OF ACCOUNTS USING NO. OF ACCOUNTS 134 16 150 NO.

BRAND USING ANALYSIS OF FRUIT COCKTAIL BRAND NAME KAYTIS GOLDEN CROWN NOGA FRUTINS TOP'S MIDLAND MORTAN DABUR NATURAL NOT USING TOTAL NO. OF ACCOUNTS USE 46 25 4 28 10 4 6 1 1 25 150 EXISTING BRANDS AND MARKET SIZE NATURAL 1% DABUR 1% MORTAN 4% MIDLAND 2% TOP'S 7% NOT USING 17% KAYTIS 31% KAYTIS GOLDEN CROWN NOGA FRUTINS TOP'S MIDLAND MORTAN DABUR GOLDEN CROWN 17% NATURAL NOT USING FRUTINS 19% NOGA 2% .

It has two (2%) percent market share.It has seventeen (17%) percent market share.  NATURE’S BEST (DABUR):.  GOLDEN CROWN: .  FRUTINS: .  NATURAL: .  MIDLAND: .It has two (2%) percent market share.It has ninteen (19%) percent market share.  TOP’S:.It has one (1%) percent market share.It has four (4%) percent market share. .  NOT USING: .It has thirty one (31%) percent market share.FINDINGS:After analyze the data there are some findings in terms of different brands available in market and their market share.It has one (1%) percent market share. After analysis the data I found that there are six (6) brands available in market named as KAYTIS: .It has seven (7%) percent market share.  MORTAN: .It has seventeen (17%) percent market share.  NOGA: .

. that’s why the market is potential for buying fruit cocktail. OF ACCOUNTS USING NO. OF ACCOUNTS NOT USING NO. OF ACCOUNTS USING NO. OF ACCOUNTS NOT USING TOTAL SAMPLE SIZE NO. OF ACCOUNTS 125 25 150 MARKET SIZE ANALYSIS NO. OF ACCOUNTS USING 83% FINDINGS:At the behalf of findings I can say that the eighty three (83%) percent institutions are potential to buy fruit cocktail and only seventeen (17%) percent institutions are not potential to buy fruit cocktail.MARKET SIZE ANALYSIS OF FRUIT COCKTAIL TYPES OF ACCOUNTS NO. OF ACCOUNTS NOT USING 17% PRODUCT: FRUIT COCKTAIL NO.

Nineteen (19%) percent institutions are there which is using mango pulp and other remaining eighty one (81%) percent institutions are not using mango pulp. OF ACCOUNTS USE 28 122 150 EXISTING BRANDS AND MARKET SHARE KAYTIS 19% KAYTIS NOT USING (USING FRESH MANGOES OR NOT) NOT USING (USING FRESH MANGOES OR NOT) 81% FINDINGS: According to research findings there is only one brand catered by kaytis foods Ltd.BRAND USING ANALYSIS OF MANGO PULP BRAND NAME KAYTIS NOT USING (USING FRESH MANGOES OR NOT) TOTAL NO.  Most of institutions prefer to use fresh mangoes and there is no more requirement of mango pulp.  .

And there is no problem in terms of quality. Question rise-“but why “because our distributer is also having distributer ship of “golden crown. When our distributer gives price list in any institution then he gives both. amul.  According to my opinion we should recruit individual DISTRIBUTERS.  People/institutions are not aware about Dabur (homemade) products.” There is no problem from them which is catering to different segment AND different product line but if we talk about the golden crown.(Dabur & golden crown) and final call converts for golden crown in maximum cases because the products of golden crown is little bit chipper rather than Dabur products. it is catering same product line and same segment. nestle. .CONCLUSION AND RECOMMENDATIONS  There is no complained in terms of quality. pack type and pack size.  According to my opinion our products is little bit expensive rather than our competitor. red bull etc. pack type and pack size etc.  If it is not possible than marketing for Dabur product should be separately. we have to do marketing and advertisement also.  If we want to go further and want to increase our market share.

com BOOKS Philip kotler 13 th edition .google.org www.BIBLIOGRAPHY Websites WEBSITES     www.com www.wikipedia.com www.fmcginfo.dabur.

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