MARKETING PROJECT ON

DABUR HAJMOLA

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Contribution of Product Categories Of Dabur

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Competition Analysis

**Dabur has products- Hajmola Mast Masala and Hajmola
Yumstick but as they are not available in Gurgaon so we have not taken it into consideration. Major Competitors: ITC, S.S.G. Pharma, Divya Pharmacy and Anil Foods

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Market Share of Dabur ( On the basis of type of outlet it is available in)

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Present Performance Of Dabur Hajmola
PRODUCT • Dabur Hajmola has a very broad product line. • Dabur Hajmola offers various new and innovative variants in its product line. • Dabur Hajmola is famous for its traditional Indian Culinary mix of herbs and spices that helps in easing condition of flatulence, Controlling Dyspepsia, and increasing appetite. It also helps in proper digestion and relieves indigestion.

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PRICE
• Dabur Hajmola is a low-priced product. • Dabur Hajmola tablets are preferred by consumers of all age groups and consumers belonging to 35 plus age group consume it on daily basis. • Dabur Hajmola Candy and Yumstick if famous among children as it is low-priced and can be bought in quantities with their pocket money.

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PROMOTION
• • • Dabur Hajmola has different promotional strategies for its different products. Dabur Hajmola Tablets are promoted on Health platform as an Ayurvedic and Digestive tablets. Dabur Hajmola Candy, Yumstick and Anardana are promoted on Taste platform as zingy and tangy products. Dabur Hajmola Mast Masala is being promoted on dual-benefit i.e. Digestive and Tasty. The company uses Amitabh Bachchan as its brand ambassador and tries to cash in on his popularity. Promotion on mass media such as television is done by the company centrally.

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PLACE
Dabur Hajmola’a Supply Chain Flow Chart

Dabur Hajmola tablets and Hajmola Candy have a very strong distribution in Gurgaon but its other brands viz. Hajmola Mast Masala and Yumstick are not at all available in 9 Gurgaon. Hajmola Anardana and Hajmola Fun2Candy are somewhat weak in their distribution.

STRATEGIES FOR INCREASING MARKET SIZE
PRODUCT
• Providing new variants of Dabur Hajmola Tablets in form of new flavors, namely Tablets with Aijwan & Black Salt as ingredients. These offerings would be unique for Dabur Hajmola and can boost its stagnant growth in the Digestive segment. • We are planning to introduce Dabur Hajmola Amla Candy. These candies will help in blood purification, improving the eye sight, hair strengthening and proper digestion. These will be targeted towards consumers in the age group of 35 and above. .
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STRATEGIES FOR INCREASING MARKET SIZE
PLACE
• Provided as a replacement or complement with mouth refreshments in restaurants/food chains. • Can be placed at Cash or Delivery Counters in Showrooms/Malls.. • Provided to licensed Ice-Cream Vendors. • Supplied to Low cost Airlines/Railway Catering Agencies. • Enhance the shelf space of Hajmola Mast Masala and Hajmola Yumstick
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STRATEGIES FOR INCREASING MARKET SIZE PROMOTION • Promotion in Cartoon Channel and other children related programmes. • Endorsements by health care professionals.
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