A major project report A major project report

on on
MARKETING STRATEGY OF DABUR

EXECUTIVE SUMMARY
This report aims at analyzing and reporting on the marketing strategies of Dabur India Pvt. td!
for a pioneering role that it has played in the evolution of the categories it has had a presence in.
Dabur India Pvt. td.! is the leader in the "#$% &fast moving consumer goods' category and
enjoys a cosiderable market market share. In ()s Dabur pioneered the concept of branded
consumer goods and since it has invested heavily in product development* clinical studies and
consumer a+areness.
This report is aiming at the overall marketing mi, or the marketing strategy of Dabur India
td. The report also enlists various recommendations based on -./T Analysis. This analysis
has been done on the basis of the information gathered from the company +ebsite and other
online resources and books.
TABLE OF CONTENTS
-tudent0s declaration. i
$ertificate ... ii
Ackno+ledgement................................................................................................................. iii
1,ecutive -ummary222222222222222222222222..222 vi
$3APT14 Page nos.
$3APT1456
I7T4/D8$TI/7
6.6 4esearch /bjectives of the study2222222222222222222.. 9
6.9 4esearch #ethodology of the study222222222222222222. :
6. 9.6 4esearch Design222222222222 2222222222......:
6.9.9 Data $ollection5 Primary ; -econdary data2222222222222<
6.9.: -ample Design222222222222222222222222. <
6.9.:.6 Population2222222222222222222222. <
6.9.:.9 -ample -ize 222222222222222222222. (
6.9.:.: -ampling method2222222222222222222. (
6.9.< #ethod of data collection 2222222222222222222 =
6.9.<.6 Instrument for data collection222222222222222=
6.9.<.9 Drafting of a >uestionnaire2222222222222222=
6.9.( imitations22222222222222222222222222 ?
$3APT14 59
$ompany0s Profile.2222222222222222222222222@599
$3APT14 5:
#arketing -trategy /f Dabur2222222222222222222.229:59A
$3APT145<
Analysis ; Interpretation2222222222222222222222. :)5(:
$3APT145(
"indings 2222222222222222222222222222 (<5(A
$3APT145=
-uggestions22........................................................................................................ =)5=6
$3APT145?
$onclusion222222222222222222222222222 =95=<
References22222222222222222222222222..=(5==
Annexure22222222222222222222222222.. =?5=A
CHAPTER -1
INTRODUCTION
1.1 OBJECTIVE OF THE STUDY
Followin !"# $%# &!'o" o('#)$i*#+ o, $%# +$-./0-
6. To study the impact of Budget Policies on #arketing -trategy of Dabur
"oods.
9. To study the $onsumer0s Buying behaviour.
:. To study the problems faced by Dabur.
IMPORTANCE OF THE STUDY
Being a student of BBA it is very essential for me to have a practical kno+ledge in
an organisation. /nly to study business administration course kno+ledge is not the
solution of the problems* +hich arise in practical field.There is a certain
formula for any particular problem* but the aim of this study is to develop the
ability of decision making. A right decision at right time and right place itself
helps an organisation to run smoothly.
This study gives an idea of all marketing activities. -o the +ay a problem is
solved right decision making and kno+ledge of different types of marketing
activities give much importance to the study.
1.1 RESEARCH METHODOLOGY
As the purpose of the project report is to analyze the consumable products
successfully launched in the last three years.
1.1.1 RESEARCH DESIGN
4esearch design is important primarily because of the increased comple,ity in
the market as +ell as marketing approaches available to the researchers. In
fact* it is the key to the evolution of successful marketing strategies and
programmers. It is an important tool to study buyer0s behavior* consumption
pattern* brand loyalty* and focus market changes. A research design specifies the
methods and procedures for conducting a particular study. /ur approach to the
research design tasks +ent through the follo+ing tasks.
Information needed
#easurement and scaling Procedures
Appropriate Data collection
-ampling Process and sample size
Data Analysis plan
1.1.1 DATA COLLECTION
The data +as collected both +ith the help of primary as +ell as secondary
sources.
"or primary data* I proceeded +ith the drafting of the >uestionnaire for
consumers +as structured as undisguised* ; Personal 5intervie+ retailers.
Distributors ; +holesalers and it +as handed personally by me to the
respondents to be analysed.
The >uestionnaire method +as used5
a' To get first and relevant and unbiased information
b' Cuestionnaire provides versatility and solutions can be obtained by just
asking the >uestions.
c' Cuestioning is usually faster and cheaper.
d' #oreover* there is more control over data gathering activities.
-econdary data +as also collected personally by me* +hich the company has
furnished for the general public. The secondary data +as gathered +ith the help
of various magazines* journals* brochures and also through the internet. "or
secondary sources no field +ork +as employed.
In order to amplify the empirical findings from primary and secondary
sources* a survey +as conducted both of consumers and retailers Distributor ;
.holesalers in order to gaunche the market opinion. The >uestionnaire +as of
multiple choices and the pattern of >uestions +as as simple as possible. .ith
every >uestion* multiple choices +ere given and respondents +ere asked to
select one of them.

1.1.2 SAMPLE DESIGN
"or 4eal "ruit Duice and 3omemade $ooking Paste.
1.1.2.1 SAMPLING UNIT0
The marketing researcher must define the target population that +ill be
sampled. In my case the target population +ere the consumers and retailers*
distributors selling prducts of Dabur Pvt. td. at Delhi region.
1.1.2.1 SAMPLE SI3E
6. -ample size for customers +ere 6() in number and the universe
comprised of all the consumers +ithin the geographical region of
Delhi.
9. -ample size for retailers +ere <) in number and the universe
comprised of all the consumers +ithin the geographical region or
Delhi.
:' -ample size for Distributor ; .holesaler +ere four in number ; the
universe comprised of all the consumers +ithin the geographical region of
Delhi.
7o other field +ork +as employed to gather the information. The
>uestionnaire +ere distributed to the respondents and the data +as collected
through primary and secondary sources.
1.1.2.2 SAMPLING METHOD
The sampling method used in this project is random sampling method .
1.1.4 METHOD OF DATA COLLECTION
The basic method adopted in conducting the study is a structured
questionnaire. Questionnaire is administered on the sample
respondents. How ever there are certain cases where personal
interactive method is followed with customers to fnd the satisfaction
level.
1.1.4.1 INSTRUMENT OF DATA COLLECTION
STATISTICAL TOOLS
The statistical techni>ue such a Pie5chart and percentages +ere used in
analyzing and interpreting the data.

1.1.4.1 DRAFTING A 5UESTIONNAIRE0
Drafting a >uestionnaire is not as simple a job as it looks at first sight. A marketing
researcher intending to collect primary data has to be e,tremely careful in deciding
+hat information is to be collected* ho+ many >uestions are to be formulated* +hat
should be their se>uence* +hat should be the +ording of each >uestion and +hat
should be the layout of the >uestionnaire. All these aspects need considerable time and
effort of the marketing researcher. If he is able to develop a >uestionnaire suitable for
his field investigation* he +ill find that his task of collecting the data has become
much easier than other+ise.

1.1.6 LIMITATIONS
6. The retailers distributors ; +holesales visited by me +ere
helpful but initially they +ere reluctant to provide any information such
as their monthly sales of or personal information budgets +ere not provided
by them* so secondary data +as seeked.
9. The secondary data collected might consist of manipulations* +hich
might have given bias in the result.
:. The lack of e,perience in preparing the project report.
<. ack of e,perience in drafting the >uestionnaire.
(. ack of kno+ledge on the part of the respondents regarding the subject
matter.
=. -urvey results may be prone to sampling errors.
?. ack of time as time to visit retailers* distributors ; +holesalers is done
mainly in afternoon.


CHAPTER 7 1
COMPANY8S PROFILE
COMPANY8S PROFILE
DABUR AT A GLANCE
Dabur India imited has marked its presence +ith some very significant
achievements and today commands a market leadership status. /ur story of
success is based on dedication to nature* corporate and process hygiene*
dynamic leadership and commitment to our partners and stakeholders. The
results of our policies and initiatives speak for themselves.
eading consumer goods company in India +ith <th largest turnover of
4s.6:9A $rore &"E)9'
9 major strategic business units &-B8' 5 $onsumer $are Division
&$$D' and $onsumer 3ealth Division &$3D'
: -ubsidiary %roup companies 5 Dabur "oods* Dabur 7epal and Dabur
International and : step do+n subsidiaries of Dabur International 5
Asian $onsumer $are in Bangladesh* African $onsumer $are in
7igeria and Dabur 1gypt.
6: ultra5modern manufacturing units spread around the globe
Products marketed in over () countries
.ide and deep market penetration +ith <? $;" agents* more than
())) distributors and over 6.( million retail outlets all over India
$$D* dealing +ith "#$% Products relating to Personal $are and 3ealth $are
eading brands 5
Dabur 5 The 3ealth $are Brand
Fatika5Personal $are Brand
Anmol5 Falue for #oney Brand
3ajmola5 Tasty Digestive Brand
Dabur Amla* $hya+anprash and al Dant #anjan +ith
4s.6)) crore turnover each
Fatika 3air /il ; -hampoo the high gro+th brand
-trategic positioning of 3oney as food product* leading to market
leadership &over <)G' in branded honey market
D abur $hya + anpra s h the largest selling Ayurvedic medicine +ith over
=(G market share.
eader in herbal digestives +ith A)G market share
3ajmola tablets in command +ith ?(G market share of digestive
tablets category
Dabur al Tail tops baby massage oil market +ith :(G of total share
$3D &$onsumer 3ealth Division'* dealing +ith classical A yurved ic
medicin es
3as more than 9() products sold through prescriptions as +ell as over
the counter
#ajor categories in traditional formulations includeH
5 Asav Arishtas
5 4as 4asayanas
5 $hurnas
5 #edicated /ils
Proprietary Ayurvedic medicines developed by Dabur includeH
5 7ature $are Isabgol
5 #adhuvaani
5 Trifgol
Division also +orks for promotion of Ayurveda through organised
community of traditional practitioners and developing fresh batches of
students
COMPANY HISTORY
1994 Birth of D abur
19:; -e tti ng up a m anufac tur ing p lant
E!"l/ 1:<<+ A yurved ic m ed ic in es
1:1: 1 s tab li s h m ent of re s earch labora tor i es
1:1< 1 ,pands fur ther
1:2; D abur Ind ia & D r. - .I . Bur m an' Pv t. t d.
1:=1 -h ift t o D e lhi
1:=: -ah ibabad fac tory J D abur 4e s earch "ounda ti on
1:9; Pub li c im i ted $o m pany
1::1 D o int ven ture + it h A gro lim en of -pa in
1::2 $ancer trea tm ent
1::4 Pub li c iss ues
1::6 D o int F en tures
1::; : s epara te d iv is ions
1::= "oo d s D iv is ion J Pro ject - T A 4 -
1::9 Prof e ss iona ls to m anage the $o m pany
1<<< Turnover of 4s .6*))) crores
DaburKs mission of popularising a natural lifestyle transcends national
boundaries. Today there is global a+areness of alternative medicine* nature5
based and holistic lifestyles and an interest in herbal products. Dabur has been in
the forefront of popularising this alternative +ay of life* marketing its
products in more than () countries all over the +orld.
/ur products .orld .ide
.e have spread ourselves +ide and deep to be in close touch +ith our
overseas consumers.
/ffices and representatives in 1urope* America and AfricaL
A special herbal hea lt h care and per s onal care range successfully
selling in markets of the #iddle 1ast* "ar 1ast and several 1uropean
countries.
Inroads into 1uropean and American markets that have good potential due
to resurgence of the back5to5nature movement.
1,port of Active Pharmaceutical Ingredients &APIs'* manufactured
under strict international >uality benchmarks* to 1urope* atin
America* Africa* and other Asian countries.
1,port of food and te,tile grade na tural gu m s * e,tracted from
traditional plant sources.
Partnerships and Production
-trategic partnerships +ith leading multinational food and health care
companies to introduce innovations in products and services.
#anufacturing facilities spread across : overseas locations to optimise
production by utilising local resources and the most modern
technology available.
DABUR GROUP
.ith a basket including personal care* health care and food products* Dabur
India imited has set up subsidiary %roup $ompanies across the +orld that can
manage its businesses more efficiently. %iven the vast range of products* sourcing*
production and marketing have been divested to five leading group companies
that conduct their operations independentlyH
DAB84 "//D-
DAB84 71PA
DAB84 1%EPT
DAB84 /7$//%E
DAB84 P3A4#A
COMPANY PHILOSOPHY
VISION
MDedicated to the health and +ell being of every householdM
PRINCIPLES
O>NERSHIP
This is our company. .e accept personal responsibility* and
accountability to meet business needs.
PASSION FOR >INNING
.e all are leaders in our area of responsibility* +ith a deep commitment
to deliver results. .e are determined to be the best at doing +hat matters most.
PEOPLE DEVELOPMENT
People are our most important asset. .e add value through result driven
training* and +e encourage ; re+ard e,cellence.
CONSUMER FOCUS
.e have superior understanding of consumer needs and develop products
to fulfill them better.
TEAM >ORK
.e +ork together on the principle of mutual trust ; transparency in a
boundary5less organisation. .e are intellectually honest in advocating proposals*
including recognizing risks.
INNOVATION
$ontinuous innovation in products ; processes is the basis of our success.
INTEGRITY
.e are committed to the achievement of business success +ith integrity.
.e are honest +ith consumers* +ith business partners and +ith each other.
MILESTONES
Mil#+$on#+ $o +-))#++
Dabur India td. made its beginnings +ith a small pharmacy* but has continued
to learn and gro+ to a commanding status in the industry. The $ompany has gone a
long +ay in popularising and making easily available a +hole range of products based
on the traditional science of Ayurveda. And it has set very high standards in
developing products and processes that meet stringent >uality norms. As it gro+s even
further* Dabur +ill continue to mark up on major milestones along the +ay* setting the
road for others to follo+.
6@@< 5 1stablished by Dr. - I Burman at Iolkata
6@A= 5 "irst production unit established at %arhia
6A6A 5 "irst 4;D unit established
1arly 6A))s 5 Production of Ayurvedic medicines
Dabur identifies nature5based Ayurvedic medicines as its area of
specialisation. It is the first $ompany to provide health care through
scientifically tested and automated production of formulations based on our traditional
science.
6A:) 5 Automation and upgradation of Ayurvedic products manufacturing
initiated
6A:= 5 Dabur &Dr. - I Burman' Pvt. td. Incorporated
6A<) 5 Personal care through Ayurveda
Dabur introduces Indian consumers to personal care through Ayurveda* +ith the
launch of Dabur Amla 3air /il. -o popular is the product that it becomes the largest
selling hair oil brand in India.
6A<A 5 aunched Dabur $hya+anprash in tin pack
.idening the popularity and usage of traditional Ayurvedic products continues.
The ancient restorative $hya+anprash is launched in packaged form* and becomes the
first branded $hya+anprash in India.
6A(? 5 $omputerisation of operations initiated
6A?) 5 1ntered /ral $are ; Digestives segment
Addressing rural markets +here homemade oral care is more popular than
multinational brands* Dabur introduces al Dant #anjan. .ith this a
conveniently packaged herbal toothpo+der is made available at affordable costs to
the masses.
6A?9 5 -hifts base to Delhi from $alcutta
6A?@ 5 aunches 3ajmola tablet

Dabur continues to make innovative products based on traditional
formulations that can provide holistic care in our daily life. An Ayurvedic medicine
used as a digestive aid is branded and launched as the popular 3ajmola tablet.
6A?A 5 Dabur 4esearch "oundation set up
6A?A 5 $ommercial production starts at -ahibabad* the most modern herbal
medicines plant at that time
6A@< 5 Dabur completes 6)) years
6A@@ 5 aunches pharmaceutical medicines
6A@A 5 $are +ith fun
The Ayurvedic digestive formulation is converted into a childrenKs fun product +ith the
launch of 3ajmola $andy. In an innovative move* a curative product is converted
to a confectionary item for +ider usage.
6AA< 5 $omes out +ith first public issue
6AA< 5 1nters oncology segment
6AA< 5 eadership in health care Dabur
establishes its leadership in health care as one of only t+o companies +orld+ide to launch
the anti5cancer drug Inta,el &Paclita,el'. Dabur 4esearch "oundation develops an eco5
friendly process to e,tract the drug from its plant source
6AA= 5 1nters foods business +ith the launch of 4eal "ruit Duice
6AA= 5 4eal blitzkrieg
Dabur captures the imagination of young Indian consumers +ith the launch of 4eal "ruit
Duices 5 a ne+ concept in the Indian foods market. The first local brand of 6))G pure
natural fruit juices made to international standards* 4eal becomes the fastest gro+ing
and largest selling brand in the country.
6AA@ 5 Burman family hands over management of the company to
professionals
9))) 5 The 6*))) crore mark Dabur
establishes its market leadership status by staging a turnover of 4s.6*))) crores.
Across a span of over a 6)) years* Dabur has gro+n from a small beginning based on
traditional health care. To a commanding position amongst an august league of large
corporate businesses.
9))6 5 -uper specialty drugs .ith the
setting up of Dabur /ncologyKs sterile cytoto,ic facility* the $ompany gains entry
into the highly specialised area of cancer therapy. The state5of5the5art plant and
laboratory in the 8I have approval from the #$A of 8I. They follo+ "DA guidelines
for production of drugs specifically for 1uropean and American markets.

9))9 5 Dabur record sales of 4s 66=:.6A crore on a net profit of 4s =<.<
crore
9)): 5 Dabur demerges Pharmaceuticals business
#aintaining global standards
As a reflection of its constant efforts at achieving superior >uality standards*
Dabur became the first Ayurvedic products company to get I-/ A))9
certification.
FINANCIAL
REPORT
4s &$rores'
9))?59))@ 9))(59))=
Turn over &including other income' 69@).99 66(A.)9
Profit before ta, 6=(.)9 66:.<<
AddH Provisions of earlier yr +ritten back 5 ).9)
6=(.)9 66:.<<
essH provision for ta,ation 5 current 6:.)) @.?(
H provision for ta,ation N Deferred <.)) :.<A
H provision for ta,ation for earlier yr ).)( )).9=
P4/"IT A"T14 TAO 6<?.A? 6)6.6<
AddH Balance in profit ; loss account bJf
"rom the previous yr
@6.69 ==.69
5 Transferred from debenture
4edemption 4eserve
55 9.()
5 Transferred from investment
Allo+ance 4eserve
).@: 5
5 Transferred from Investment 6.@9 5
Deposit 4evenue
P4/"IT AFAIAB1 "/4 APPI$ATI/7 9:6.?< 6=A.?=
APP4/P4IATI/7 T/H
%eneral 4evenue 9(.6( 99.()
$apital 4evenue 5 6.(=
Interim Dividend paid 9@.=: 6?.6?
"inal Dividend N proposed <9.A= <).)?
$orporate ta, on Dividend A.?? ?.:<
Balance carried over to Balance sheet 69(.9: @6.69
T/TA 9:6.?< 6=A.?=
CHAPTER 7 2
MARKETING STRATEGY
OF DABUR PVT. LTD.

MARKETING STRATEGY FOR DABUR
FOODS
FRUIT JUICES 0 INDUSTRY
"ruit processing industry has been included in the high priority sector* +hich
means automatic approval for upto (6G foreign e>uity participation* free
import of capital goods* ra+ materials and other inputs for e,port oriented
units* and five ta,5holiday for companies. This special treatment +as
+arranted due to inherent high gro+th potential.
There has been three5fold increase in fruits processing units in the last seven
years. The installed capacity of fruit processing industry has gone upto 9A.6)
lakh ton in 9)): from 6A.() lakh ton in 6AA@. The output of processed fruit
gre+ by around 99G during the same period.
Though* as a result of value addition* the industry is said to be ro+ing at 6)5
6(G per annum* no significant change has accrued to the companies from
increased production of fruits as the cost of production has remained high*
primarily driven by the cost of ra+ material. 3igh cost of ra+ material is due
to small land holdings* +hich discourages the use of mechanised methods and
there are no economies of scale.
Also* as the processors from several small products* maintaining cosistency in
>uality of ra+ material becomes a problem. A plausible solution to this
problem could be corporisation of agriculture* especially for the production of
fruits. arge tracts of land can be allo+ed to be developed by the corporate
using modern technology.
The industry is e,tremely decentralised and a large number of processing units
are in the cottage and small5scale sector. The other major problem is the poor
post5harvest handling facilities. $onse>uently* the >uality of fruit reaching the
processors continues to suffer.
There are fe+ or no cold chains and cold storages in and around gro+ing
centres. Poor storage and constant handling affects the >uality of the fruits and
the processing companies end up losing :)G of ra+ material. This again leads
to an increase in the cost of manufacturing. $apacity utilisation continues to
remain abysmally lo+* at around :9G. This is because most fruits are seasonal
and the processing plant still prefers to go in for single fruit. #ore recently
companies like Dabur* +hich manufactures 4eal range of fruit juices* have
started e,perimenting +ith processing t+o or more fruits. $apacity utilisation
may improve significantly if this trend becomes more popular. Brand building
is an important part of selling and surviving strategy for fruit processing
companies. $ompanies like Tropicana from Pepsico. +hich sells juice under
the brand name Tropicana and Dabur0s 4eal fruit juices have emerged as
successful brands* signifying the importance of brand building in the fruit
processing industry.
/n the e,port market front* the picture seems to look better. A +hole range of
ne+ processed food products is emerging as the ne+ e,port potential* +hich
specifically include the fruit juices. The Indian e,ports +ere generally
dominated by mango pulp.
.ithin the domestic market* among the processed fruit products* fruit juices
and such other products* like nectars etc* are beginning to get a market. But the
off5take is limited to the high income group. These products also face stiff
competition from bottled aerated drinks.
These facts does not really mean a dismal potential installed in for fruit juice
industry there e,ists a latent demand for fruit juice in the country. Indian
consumer has become more and more hygiene and health conscious* +hich has
led him to demand for hygienic food products. "ruit juices thus* have a great
potential to appeal to the Indian $onsumer. The income level of the average
Indian is rising +hich has resulted in increase in disposable incomes.
Therefore* consumers are ready to buy packets* processed and hygienic fruit
juices rather than a glass of juice from the roadside juice vendor* even if the
packed juice may cost him more. 4ealising these facts and %ovt policy to
include processed fruit juice industry under the high priority sector* many ne+
and old companies entered the packed fruit juice market.
To precede everyone* +as the 4s. 6)() crore Dabur India td +hich is +ell
kno+n as a pharmaceutical company. In Dune* 6AA= Dabur* entered the juice
market realising its potential +ith its vast range of 4eal fruit juices. 4eal fruit
juices +ere not an instant success. Its failure can be attributed to the slackness
in the distribution net+ork.
earning upon the lost opportunity by Dabur* a #umbai based te,tile firm
looked upto to diversify its business operations and entered the fruit juice
market +ith the formation of 1nkay Te,ofood td. Their brand /njus +as
launched in April A?* and +ith careful planning they captured a huge market
share in virtually monopolistic market conditions.
Dabur later realised its mistakes and geared up to take on the market leader
/njus. 4elaunched* 4eal fruit juices in August A@* the revitalized4eal fruit
juices have started doing +ell after its relaunch.
.atching the intense battle bet+een Tropicana and 4eal fruit juices* to caputer
the Indian fruit juice market* international soft drink giant Pepsi decided to
enter this lucrative fruit juice market. Pepsi recently launched its ans+er to
/njus and 4eal in the shape of Tropicana.
The presence of Tropicana* 4eal and Berry suggest that there is an immense
potential in the Indian fruit juice market. 1ven though the established players
like /njus and more fre>uently 4eal have captured a chunk of the juice
market. The entry of Tropicana suggest that there is still scope for others to
enter into this market and hatch the eggs of the golden goose* Indian juice
market.
The products undertaken in fruit juice segment in the Beverage industry areH
Tropicana from Pepsico
4eal "ruit Duices by Dabur India td.
Berry an Australia Product.
MARKETING STRATEGIES OF DABUR FOODS LTD.
The activities and programs +hich a business firm designs and carries out in
its efforts to+ards +inning customers* relate one or the other of the four
elements* +hich are usually kno+n as four P0s of marketing* or just #arketing
#i, variable.
Product
Place
Price
Promotion
6' Product means the goods and the services combination the company /ffers
to the target market.
Its variables are H5
5 Product mi, and product line
5 Design* >uality* features* models* style* appearance* size and +arranty
of products.
5 Packaging* type* material* size* appearance* label
5 Branding and trademark
5 -ervices* pre5sale and after5sale
5 7e+ products
9' Place includes company activities that make the product available to
target consumers.
Its variables are H5
5 $hannels of distribution* types of intermediaries* channel design* location of
outlets* channel remuneration and dealer 5 principle relations
5 Physical distribution* transportation* +arehousing* inventory levels* /rder
processing etc.
:' Price is the amount of money customers have to pay to obtain the Product.
Its variables are H5
5 Pricing policies* levels of margins* discount and rebates.
5 Terms of delivery* payment terms* credit terms and installments "acilities.
5 4esale and price maintainence
<' Promotion means activities that communicate the merits of the product and
persuades the target customers to buy it.
Its variables are H5
5 Personal sellingH5 objectives* level of effort* >uality of sales force* cost level*
level of motivation.
5 Advertising H media mi,* budgets* allocations and programs.
5 -ales promotional efforts* displays* contests* trade promotions.
5 Publicity and public relation.
An effective marketing program blends all the* marketing mi, elements into a
coordinated program designed to achieve the company0s marketing.
objectives by delivering values to consumers. The marketing mi, constitutes
the company0s tactical tools kit for establishing strong positioning in target
markets.
Thus* from the above it is very much clear that the proper marketing mi, is
necessary for the products to be successful.
3ence* the product to be analysed as stated here under +ith their marketing
mi,.
CHAPTER 7 4
ANALYSIS
AND
INTERPRETATION
PRESENTATION OF DATA
CONSUMERS ANALYSIS
DABUR REAL JUICES
1. P#o?l# D"in@in F"-i$ J-i)#+
No
0%
Yes
100%
INTERPRETATION
The above pie chart chart shows that all the people drink fruit juices.
1. B"!n. Aw!"#n#++
90%
80%
82%
70%
60%
50%
40%
30%
20%
10%
19%
4%
11%
7%
3%
0%
Ad. Pos te r Shopk ee per Friends Ne igho!rs "the r s
#N$%&P&%$A$#"N
The above bar diagram shows that people get to know more about the product through
advertisements and less through posters and other means.
2. S#!+on!l Con+-&?$ion o, R#!l J-i)#
'inter
4%
(onst) nt
13%
S!**e r
83%
#N$%&P&%$A$#"N
The pie chart shows that in summers 83% of the population consumes real fruit

juice as compared to 4%in winter.

4. Con+-&?$ion o, R#!l J-i)# i, $%#"# will (# +li%$ in)"#!+# in P"i)#
A In)"#!+# in B-!li$/
(onst) nt
47%
+igh
37%
,o-
16%
#N$%&P&%$A$#"N
47% of the people will still be consuming real juices if there is a slight increase in
price and increase in qualit whereas 37%of people fell that there will be an
increase in consumption.
6. C-+$o&#" EC?#)$!$ion ,"o& D!(-" (/ #C#&?$ion o, #C)i+# D-$/.
.i/ o0 oth
Pri1e 23!)4it5
36%
Pri1e 6ene 0it
21%
3!)4it5 6ene0it
43%
#N$%&P&%$A$#"N
!bout 3"% of the people that there will be an increase of both price and qualit
whereas 43% feel that there will be a qualit benefit and #$% feel that there will be a
price benefit b the e%emption of e%cise dut.

;. Con+-&?$ion o, R#!l J-i)# i, $%#"# will (# in)"#!+# in B-!li$/ !n.
+li%$ .#)"#!+# in ?"i)#.
(onst)nt
29%
,o-
0%
+igh
71%
#N$%&P&%$A$#"N
The above pie chart shows that 7$% of people will still consume real juices if
there is an increase in qualit and a slight decrease in price.
=. >ill .i+)o-n$ in,l-#n)# )-+$o&#"+ $o l#!*# D!(-" A -+# o$%#" J-i)#
@nowin R#!l J-i)# i+ (#$$#".
Yes
27%
No
73%
#N$%&P&%$A$#"N
The above pie chart shows that 73 % of the people will still be using dabur if it&s
competitors offer discounts.

CONSUMERS ANALYSIS
DABUR HOMEMADE COOKING PASTES
1. U+# o, Coo@in P!+$# $o &!@# ,oo. .#li)io-+
No
21%
Yes
79%
#N$%&P&%$A$#"N
The pie chart depicts that 7'% of the population uses cooking paste to make
food delicious..

A
d
.
P
o
s
t
e
r
s
S
h
o
p
k
e
e
p
e
r
s
F
r
i
e
n
d
s
N
e
i
g
h

o
!
r
s
"
t
h
e
r
s
1. R#)!ll o, D!(-" Ho&#&!.# Coo@in P!+$#+
70%
62%
60%
50%
47%
40%
30%
20%
10%
6%
14%
11%
3%
0%
#N$%&P&%$A$#"N
The above graph depicts that around "#%of people come to know about dabur
cooking pastes through advertisements whereas 47%through shopkeepers (
and a mere 3% from other sources.
,
e
*
o
n
e
e
7
8
)
r
4
i
1
8
i
n
g
e
r
8
)
r
4
i
1
9
8
i
n
g
e
r
$
)
*
)
r
i
n
d
(
)
p
s
i
1
o

&
e
d
(
)
p
s
i
1
o

8
r
e
e
n
2. C!$#o"/ o, P!+$# Con+-&#" B-/.
90%
87%
80% 74%
70%
60%
50%
40%
36%
41%
30%
20%
10%
11% 17%
9%
0%
#N$%&P&%$A$#"N
The above bar diagram depicts that 87% of people bu ginger paste ) the
highest whereas the lowest is of '% that of tamarind paste.
4. C-+$o&#" #C?#)$!$ion ,"o& D!(-" (/ #C#&?$ion o, #C)i+# .-$/.
.i/ o0 oth
Pri1e 2 3!)4it5
26%
3!)4it5 6ene0it
17%
Pri1e 6ene0it
57%
#N$%&P&%$A$#"N
The above pie chart shows that *7% of the customers e%pect a price benefit and

$7% e%pect qualit benefit if there is an e%emption of e%cise dut.

6. Con+-&#" o, Ho&#&!.# i, $%#"# will (# +li%$ in)"#!+# in P"i)# A
in)"#!+# in B-!li$/
(onst) nt
41%
+igh
16%
,o-
43%
#N$%&P&%$A$#"N
The pie chart shows that 43% people will lower there consumption of homemade
products if there is a slight increase in price and an increase in qualit.

;. Do .i+)o-n$+ in,l-#n)# )-+$o&#"+ $o l#!*# D!(-" A -+# o$%#" P!+$#
Knowin Ho&#&!.# i+ (#$$#"
Yes
21%
No
79%
#N$%&P&%$A$#"N
The above pie chart shows that 7'% of the people will not be influenced b
discounts and leave dabur to use some other paste.
RETAILERS ANALYSIS
DABUR REAL JUICE
1D S$o)@in o, R#!l J-i)# (/ $%# R#$!il#"+
No
18%
Yes
82%
#N$%&P&%$A$#"N
+t shows that nearl 8#% of the retailers have stockings of real juice.

1D S$o)@in o, R#!l J-i)# O*#" $%# P!+$ Y#!"
&e*ined the
s)*e
23%
:e1re)sed
0%
#n1re)sed
77%
#N$%&P&%$A$#"N
The above pie chart shows that there was a increase of 77% of stockings of real
juice over the past ear.

2D R#!+on+ ,o" +$o)@in D!(-" R#!l J-i)#
(ons!*e r )
sk 0or it
43%
Pro*otion) 4
S1he *es
8%
+ighe r tr)de
*) rgins
49%
#N$%&P&%$A$#"N
,earl 43% of the people said that stocking was made as consumers asked for
it and 4'% replied that it was for higher trade margins

4D An/ #,,#)$ o, in)"#!+# in P"i)# in "#!l J-i)#
Yes
17%
No
83%
#N$%&P&%$A$#"N
,earl 83% of the people that there was no effect in increase in prices of real juice.
RETAILER ANALYSIS
DABUR HOMEMADE
1D S$o)@in o, Ho&#&!.# (/ $%# "#$!il#"
No
37%
Yes
63%
#N$%&P&%$A$#"N
The above pie chart depicts that "3% of retailers make a stock of dabur
homemade goods.
1D P-")%!+# o, Coo@in P!+$#
,o1)445 *)de;
<nr)nded
4%
"thers
5%
:)!r
+o*e*)de
91%
INTERPRETATION
The above pie chart sho+s that A6G people purchase dabur cooking pastes
+hereas <G purchase locally made unbranded cooking pastes.
2. R#!+on+ ,o" +$o)@in D!(-" Ho&#&!.#
N)t!r)4 r)nds
)=)i4)4e
15%
S1he*es
4%
+igher tr)de
*)rgins
42%
(ons!*er )sk
0or #$
39%
#N$%&P&%$A$#"N
The above pie chart shows that 3'% of the consumers ask for the stocking of
dabur homemade whereas 4#% feel it is because of higher trade margins.
4. An/ #,,#)$ o, B-.#$
Yes
16%
No
84%
#N$%&P&%$A$#"N
The above pie chart shows that 84% people feel that there will be no effect of
budget on the consumption of dabur products whereas $"% feel that there will
be an effect of budget.

ANALYSIS OF DATA
S>OT ANALYSIS
STRENGTHS0-
It is present in t+o s+eetened and uns+eetened taste
1fficient distribution channel
Affordable and visible
8ser friendly packaging
1,tended shelf life
1asy availability
4eliability
Appeals to health and hygiene conscious people
arge product line
8ndifferentiated market
>EAKNESSES
$onsumer0s perception to+ards Dabur as a pharmaceutical company
Perishable product
-tringent >uality management
3igh investment re>uired
OPPORTUNITIES
%ro+ing stage5 sunrise industry
$hanging consumer habits
7e+ flavours especially vegetables
1,port potential
THREATS
1ntry barriers not high
$ompetition from #7$0s
$ompetition from non5alcoholic beverage market.


CHAPTER 7 6
FINDINGS
FINDINGS
THE MARKETING MIE
PRODUCT F R#!l J-i)# D
The "acts H
The 4eal range of juices includes orange* mango* pineapple and mi,ed fruit
juices as +ell as its vegetable variant* tomato in its product line.
This juices contain 6)) percent fruit juice. 4eal has no additives artificial
flavour* colour or preservatives.
The fruit juice has a self life of si, months and does not need refrigeration at
the retail end. The Duices are available both in s+eetened and uns+eetened
form.
4eal fruit juices +ere available and packed in 7epal in ())ml and llitre
tetrapack* Prevaiously it +as available in elopack. To overcome this
hindrance* Dabur India tied up +ith %odrej "oods regarding the packaging of
4eal* and no+ 4eal is available in tetrapacks of 9))ml* 9()ml* ())ml* l litre
+hich are tapped at the top for easy handling. The market share of 4eal juices
account for :(G ; enjoying the Privilege of becoming #kt leader.
FINDINGS H5
In terms of variety and flavour* 4eal offers a multiflavoured variety. Also*
Indians are kno+n to have a s+eet tooth* 4eal juices are available in
s+eetened flavour also. 4eal provides naturally s+eet and artificially
s+eetened juices5 a big plus for the 4eal brand. Also no+* 4eal fruit juices are
available at every hook and corner.
1lopacks +ere introduced by 4eal to ensure good juice >uality but as
tetrapacks are preferred and no+ 4eal juices are packed in tetrapacks keeping
the >uality and easy handling* so as for no+* 4eal juices are available in
tetrapacks of 9))ml* ())ml and l litre.
PRICE
FACTS
Brand "lavours 9))ml 9() ml ()) ml 6 litre
41A
/range
&s+eetened
8ns+eetened'
6: 5 4s :( 4s =)
"48IT
#ango
&-+ and 8ns+' 4s 6) 5 4s :( 4s =)
D8I$1-
Pineapple
&-+ and 8ns+' 5 5 4s :( 4s =)
#i, "ruit Duice
&-+ and 8ns+'
5 5 4s :( 4s =@
Tomato
&-+ and 8ns+ 5 5
4s :( 4s =)
FINDINGSH5
4eal* multi flavoured brands has put its different flavours under
different price tag keeping in mind the preferred tastes of Indian
consumer. The s+eetened and uns+eetened juice varieties are priced
same.
-ince 4eal is fighting its battle not just against its immediate
competitor Tropicana but also against the established "rooti* so the
prices for orange and mango juices are in a competitive range and
the other juices are priced a higher than that of orange and
mango juices keeping their novelty and preferences of Indian
consumer in mind. ast year* 4eal launched its festive carton of
four ()) ml packs &9 oranges* 6 mi,ed and 6 tomato' priced at 4s.
A). This year 4eal launched a gift pack of four ())ml packs &mango* orange*
pineapple and mi,ed fruit juices' priced at 4s. 6)(. Also* 4eal has launched a
scheme of Buy t+o orange juice pack of 9()ml and save 4s. @0. The company
believe that once the consumer try the brands at slashed price* the brands
+ould gain peak sales year after year. 3o+ever* the company failed to
understand that consumer in general are no longer brand loyal and are al+ays
hunting for value of money!. In order to steal the sho+ from aerated* non5
alcoholic fruit drinks* it is imperative that the company try and increase profits
by increasing sales volume and reaching economy of scale and not by
increasing price tag.
PLACE
The "actsH5
4eal is aimed at teenagers* young kids* +ives* mother and family people.
Initially* +hen 4eal "ruit juices +ere launched* they +ere sparsely available.
Positioned as an up market brand* it +as mostly available in mid5up market
outlets. The absence of small* convenient packs made 4eal less discrete in a
Premises outlets like college canteens and roadside stores. To make matters
+orse in5transit damages to the packs during carton handling earned the brand
a bad name initially. But realising their mistake and after loosing a large chunk
of its market share to its competitor* the packing of 4eal +as changed from
elopackes to tetrapacks* and the distribution channel +as made more efficient.
The efficiency of distribution is such* that no+ 4eal fruit juices are available
every +here.
FINDINGSH5
4eal has done +ell to elaborate their consumer segment from kids* teenagers
to young adults and family people* surprisingly the sales has not risen
e,ponentially. In today0s buyer0s market* if one brand is not available* the
second one +ould conveniently takes its place. Product differentiation and

eventually brand loyalty is continuously diminishing in the competitive market
of today. As a result* services especially as that of distribution and logistics
gains crucial importance. -o* initially 4eal +ent off the shelves due to the
slack distribution net+ork and then in August* after relaunching it again in
tetrapacks and making it available at every nook and corner* it has gained
momentum substantially.

THE MARKETING MIE
PRODUCT FHOMEMADED
"A$T-H5
The 3omemade range of Pastes includes emoneez* %arlic* %inger* #ustard*
%arlic ginger mi,* Tamarind* $apsico 4ed ; $apsico green.
The Pastes contain @(G 7atural ingredient +ith additives artificial flavour*
colour or Preservatives.
3ome mades has a self life of = months ; does not need refrigeration at the
retail end 3ome mades are ; in tetrapack form ; available in ()G &T.P.'*
9))g ; 9()g.
FINDINGS0-
In terms of variety ; flavour* 4eal offers a multi flavoured variety. Also
Indians are kno+n for eating delicious foods. In provides artificial taste5 a big
Plus for 3omemade brand.
Bottle* Pack ; Tetra pack +ere introduced by 3omemade to ensure goods
>uality.
PRICE
FINDINGH5
3omemade* multiflavoured brands has Put its different flavours under
different price tags keeping in mind the preferred tastes of Indian $onsumer.
As 3omemade is a ne+ concept and Dabur +as Ist to launch $ooking Paste by
the name of 3omemade* Prices +ere kept lo+ as %arlicJ %inger mi, ()g
&T.P.' is priced at 4s. ( 3omemade ()g &T.P.' +as given free +ith 9()g Dabur
3oney as $ompany believe that once consumers try the brands at slashed
price* The brand +ould gain Peak sales year after year.
PLACE
3omemade is aimed at 3ouse +ives ; mothers. Initially +hen 3omemade
cooking Paste +ere launched* they +ere sparsely available Positioned as an
up #arket* brand it +as mostly available in mid up #kt.* brand it +as mostly
available in mid up #kt outlets. The Packaging of 3omemade +as changed
from simple pack to tetrapacks ; the distribution channel +as made more
efficient. The efficiency of distribution is such* that no+ Dabur 3omemade
available every+here.
FINDINGS0-
3omemade has done +ell the market the market despite the fact that it is a
ne+ concept for the people to digest it. 3omemade sales are increasing every
year and its distribution net+ork becomes strong. 7o+ it is available at every
nook ; corner* it has gained momentum substantially.
CHAPTER 7 ;
SUGGESTIONS
SUGGESTIONS
6. As the products analysed belong to the cooking pastes and fruit juices
segment* stringent >uality management is necessary at each and every
stage of production* packaging and distribution.
9. The message of the nutrition value and the >uality in hygiene
aspects should be put across on tetrapacks and bottles.
:. A common Indian is a+are of soft drinks and even fruit drinks but least
of all of fruit juices* so +hat is therefore re>uired is e,tensive
promotion for 4eal Duices.
<. 4eal fruit juices has opened the gates for vegetable juices* by
introducing5Tomato variants* other vegetable flavours such as that of
carrot can also be introduced5 +hich +ill definitely appeal to health
and hygiene conscious consumers.


CHAPTER-=
CONCLUSION

CONCLUSION
The juice Industry is yet to capture the beverage market in full s+ing. Aerated
soft drink follo+ed by fruit drinks dominate the market. The consumer0s
patriotic love for tea and coffee is unfared. Duices are yet to establish their
supplement use in the average household here in lies the great opportunities.
.ithin the market* it is safe to conclude that 4eal has hit off rather+ell +ith
the masses. 4eal has clearly lost it head start advantage and thereby ac>uiring
just :(G of the market share +hile others enjoys rest of the market share. This
could be +ell attributed to 4eal successful ATA &Availability* Taste and
Affordability' marketing module* the attributes most rated by the consumers.
ack of publicity has hampered the gro+th progress of the brand so
aggressive advertising is needed to promote 4eal and 3omemade brand .The
brands such as that of P-plash0 by 7estle* -afal +ith its P%uavaand #ango
flavour* $oca5$ola0s P#inute5 made0 and also 8- food giantssDel #onte are
ready to hit the juice market very soon.
3omemade cooking Pastes has no major competition e,cept an Australian
Product Tobasco. As $ooking Paste is a ne+ product so people are not able
to digest it yet Dabur is getting @ crores from 3omemades in +hich %inger
garlic mi, accounts for < crores* emoneez 6 $rore ; others : $rores .
As the strategies of the companies keeps on changing* be it in juice industry
or soft drink industry * a company has to create perceptions and cover them
into realities. It is an e,pensive proposition re>uiring huge e,penditure on
advertising* sponsorships and media. Thus* the ideal company +ill be the one
+hich combines the high end technology +ith consumer insight.
As 6=G of the e,cise duty is e,empted on food products in this budget * #any
food companies including Dabur got benefited from it . /n the analysis of
survey it +as found that target #arket of real Duice +ant >uality benefit rather
then price to increase sales and profit . To increase market share Dabur should
give slight price benefit on 4eal brand so that customers of other Duice
brand should s+itch from other brand to 4eal brand .
As 3omemade is a ne+ product introduced by Dabur and as Dabur is getting
e,cise benefit from the %overnment so Dabur should pass slight Price benefit
to the target market so that target marget should use the homemade and adopt
it in making daily food thereby increasing the market share of 3omemades.


REFERENCES
>EBSITES
http://fndarticles.com/p/articles/mi_m!Q"/is_#$$$_%une_#&/
ai_''(#&#/
http://www.business)standard.com/india/news/#*)swap)for)
dabur)frms)demerger/#++(#/
httpHJJ+++.business5standard.comJindiaJne+sJ695s+ap5for5dabur5firms5
demergerJ6::<6)J
http://www.fnanciale,press.com/old/fe/daily/#$$$**'/fma*''
+.html
http://www.businessworld.in/inde,.php/-..)#)!"/01)
2-!2".html
http://www.dabur.com/3uppliers)"ccess4*to4*3upply
http://www.tribuneindia.com/#$$5/$5sep#/bi6.htm7$

http://www.authorstream.com/presentation/purushotamsati)#+*()
strategic)planning)mar8eting)dabur)ppt)education)powerpoint/
http://www.chillibree6e.com/articles_various/!abur)story.asp
http://www.thehindubusinessline.com/*&/+/#/stories/*&
+#*'('.htm

http://fndarticles.com/p/articles/mi_m!Q"/is_#$$$_%une_#&/
ai_''(#&#/
http://www.business)standard.com/india/news/#*)swap)for)
dabur)frms)demerger/#++(#/
http://www.business)standard.com/india/news/#*)swap)for)
dabur)frms)demerger/#++(#/
http://www.fnanciale,press.com/old/fe/daily/#$$$**'/fma*'
'+.html
http://www.businessworld.in/inde,.php/-..)#)!"/01)
2-!2".html
BOOKS0
Dr. -.. Farshney and Dr. 4.. %upta* #arketing
#anagement Third 4evised 1dition* -ultan $hand and
-ons*
uck 4ubin* #arket 4esearch
ANNEEURE
5UESTIONNAIRE FRETAILERSD
Do you keep Dabur products Q
RiS Ees T RiiS 7o T
.hich brands do you haveQ
RiS Dabur T RiiS 3imani T
RiiiS Uandu T RivS Any other &specify'2222
.hich brand do you sell mostlyQ
RiS Dabur T RiiS 3imani T
RiiiS Uandu T RivS Any other RspecifyS 2222
.hich brandsQ
RiS Dabur T RiiS 3imani T
RiiiS Uandu T RivS Any other RspecifyS22222
.hich packsizes do you sale mostlyQ
RiS () gms.T RiiS 6)) gms. T
RiiiS 9)) gms. T RivS ()) gms. T
RvS Any other &specify' 2222222222222222
=. .hy customers go for DaburQ
RiS Purity T RiiS Cuality T
RiiiS Price T RivS 1asy availabilityT
RviS Packaging T
RviiS Brand name T RviiiS "ree gifts T
?. Do customers purchase Dabur products after seeing various brandsQ
RiS Ees T RiiS 7o T
3o+ is your relation +ith distributorsQ
RiS Fery %ood T RiiS %ood T
RiiiS -atisfy T RivS Any other &specify' 2222..
Eours -uggestionsH 5
22222222222222222222222222222
22222222222222222222222222222
5UESTIONNAIRE FCONSUMERSD

6. Do you buy 2222222222222222222Q
&i' Branded T &ii' 8nbranded T
&iii' ocal Brand T &iv' Any other -pecify'2222...
9. .hich brand comes to your #ind first +hen you heard of the +ord M3oneyMQ
&i' Dabur T &ii' Uandu T
&iii' 3imani T &iv' Any other -pecify'2222...
:. .hich brand do you consumeQ
&i' Dabur T &ii' Uandu T
&iii' 3imani T &iv' Any other &-pecify'222
<. .hat do you like the most in Dabur productsQ
&i' Purity T &ii' Cuality T
&iii' Price T &iv' 1asy availability T
&v' Packsize T &vi' Packaging T
&vii ' Brand name T &viii' "ree gifts T
&i,' Any other &-pecify' 22222222222
(. .hich packsize do you normally purchase of Dabur honeyQ
&i' () gms. T &ii' 6)) gms. T
&iii' 9)) gms. T &iv' ()) gms. T
&v ' Any other &specify' 222222222222222
=. "rom +here do you buy Dabur products generallyQ
&i' #edical store T &ii' %eneral store T
&iii' Departmental store T &iv' Any other &-pecify'22
?. .ho influence the buying decisionQ
&i' $hildren T &ii' "riends T
&iii' "amily T &iv' Any other &specify'2222
@.Eour level of satisfactionH5
&i' Fery good T &ii' %ood T
&iii ' -atisfy T &iv' Any other &-pecify'2222
A..hat are the primary reasons for +hich you use Dabur productsQ
&i' 3ealth T &ii' Price T
&iii' Brand loyalty T &iv' Taste T
&v' Any other &specify'2222
6). Are you satisfied +ith the products of Dabur Q
&i' Ees T &ii' 7o T
66. Eour -uggestionsH
22222222222222.222222222222222.
222222222222222.222222222222222.
2222222222222222222222222222