A PROJECT REPORT On

MARKETING STRATEGY OF DABUR VATIKA HAIR OIL & DABUR CHYAWANPRASH

SUMMAR TRAINING PROJECT REPORT SUBMITTED TOWARDS PRACTICAL FULFILLMENT OF

MASTER OF BUSINESS ADMINISTRATION

Submitted To :

Submitted By :

MR. KARTIK
Faculty MA91116

ANUJ KUMAR SHAHI
MBA IInd Sem. Reg. No. :

VEL RANGARAJAN SAKUNTHALA COLLEGE OF MANAGEMENT & SCIENCE
CHENNAI MARKETING MANAGEMENT TERM PROJECT Marketing Mix for Dabur Vatika Hair Oil and Dabur Chyawanprash

2

3

With deep sense of gratitude I acknowledged the encouragement and guidance received by my organizational guide Mr. {ANUJ KUMAR SHAHI} 4 . I convey my heartful affection to all those people who helped and supported me during the course. Sumit Sharma (BRANCH MANAGER) and other staff members of Dabur India Ltd. for completion of my Research Report.ACKNOWLEDGEMENT The present work is an effort to throw some light on “Marketing Strategy of Dabur Vatika Hair Oil & Chyawanprash”. supervision and help to me by number of people. The work would not have been possible to come to the present shape without the able guidance.

5 .

RESEARCH METHODOLOGY • MARKETING RESEARCH • SAMPLING 5.TABLE OF CONTENTS 1. CONCLUSION 10.INTRODUCTION • COMPANY PROFILE • PRODUCT PROFILE 3.FINDINGS 7.OBJECTIVE 4.ANALYSIS 6.APPENDICES 11.EXECUTIVE SUMMARY 2.SWOT ANALYSIS 8.RECOMMENDATIONS 9. BIBLIOGRAPHY 7 9 10 11 39 41 45 63 67 69 72 83 6 .

7 .

Ansoff’s Product Matrix Expansion Grid. The product is essentially a health supplement. 100 million in turnover. 8 . but is an attempt to analyse the marketing mix of Dabur Vatika Hair Oil and Dabur Chyawanprash. Vatika is a comparatively young brand but is already acknowledged for the qualitatively influential and pioneering role that it has played in the evolution of the categories it has had a presence in. SWOT Analysis etc. In the very first year of its launch it crossed Rs. Vatika has come to be amongst the company’s highest selling brands.EXECUTIVE SUMMARY This report aims at analysing and reporting on the marketing strategies of Dabur India Ltd (DIL) for the brands Dabur Vatika Hair Oil and Dabur Chyawanprash The Vatika brand was launched in 1995 with Vatika Hair Oil as its first product. In 50s Dabur pioneered the concept of branded Chyawanprash and since has invested heavily in product development. Over the years. This report is not aiming at the overall marketing mix or the marketing strategy of Dabur India Ltd. clinical studies and consumer awareness. The report also enlists various recommendations based on BCG Growth Share Matrix analysis. Dabur Chyawanprash is the leader in the Chyawanprash category and enjoys a market share of 61 per cent. This analysis has been done on the basis of the information gathered from the company website and other online resources and books and articles.

9 .

and which has an annual turnover of over Rs 15 billion. Dabur is an investor friendly brand as its financial performance shows. Dabur has consistently ranked among India’s top brands. An umbrella name for a variety of products. The trust levels that this brand enjoys are phenomenally high.COMPANY OVERVIEW Over its 120 years of existence. the Dabur brand has stood for goodness through a natural lifestyle. There’s a great sense of responsibility for investors’ funds on view. 10 . While Ries and Trout may ask “What does Dabur stand for—shampoo or digestive tablets?” The answer is fairly simple. while managing not to alienate earlier generations of loyal customers. it stands for India’s fourth largest fast moving consumer goods company that both consumers and trade respect and trust unequivocally. There is an abundance of information for its investors and prospective information including a daily update on the share price (something that very few Indian brands do). Its brands are built on the foundation of trust that a Dabur offering will never cause one harm. This is a direct extension of Dabur’s philosophy of taking care of its constituents and it adds to the sense of trust for the brand overall. The company has kept an eye on new generations of customers with a range of products that cater to a modern lifestyle. ranging from hair care to honey.

Burman) Pvt.1.K. S.COMPANY HISTORY 1884 1896 Early 1900s 1919 1920 1936 1972 1979 1986 1992 1993 1994 1995 1996 1997 1998 2000 Birth of Dabur Setting up a manufacturing plant Ayurvedic medicines Establishment of research laboratories Expands further Dabur India (Dr. Ltd. Shift to Delhi Sahibabad factory / Dabur Research Foundation Public Limited Company Joint venture with Agrolimen of Spain Cancer treatment Public issues Joint Ventures 3 septante divisions Foods Division / Project STARS Professionals to manage the Company Turnover of Rs.000 crores 11 .

PRODUCT LINE Foods • • • • • Real Real Activ Hommade Lemoneez Capsico Health Care Baby Care • • • Dabur Lal Tail Dabur Baby Olive Oil Dabur Janma Ghunti Health Supplements • • Dabur Chyawanprash Dabur Glucose D Digestives • • • • Hajmola Yumstick Hajmola Mast Masala Anardana Hajmola • Hajmola Candy Fun2 12 .

• Hajmola Candy • • • Pudin Hara (Liquid and Pearls) Pudin Hara G Dabur Hingoli Natural Cures • • • • • • • • • • Shilajit Gold Nature Care Sat Isabgol Shilajit Ring Ring Itch Care Backaid Shankha Pushpi Dabur Balm Sarbyna Strong Personal Care Hair Care Oil • • • • Amla Hair Oil Amla Lite Hair Oil Vatika Hair Oil Anmol Sarson Amla 13 .

• • • • Anmol Silky Black Shampoo VatikaHennaConditioning Shampoo Vatika AntiDandruff Shampoo Anmol Natural Shine Shampoo Oral Care • • • • • Toothbrush Skin Care • • Gulabari Vatika Fairness Face Pack Dabur Red Gel Dabur Red Toothpaste Babool Toothpaste Dabur Lal Dant Manjan DaburBinaca Ayurvedic Specialities • • Ayurveda Ayurveda Vikas 14 .

The annual size of the rural FMCG 15 . The total number of rural households are expected to rise from 145 million in 2007-08 to 153 million in 2009-10. Growth is also likely to come from consumer 'upgrading' in the matured product categories. It has a strong MNC presence and is characterized by a well-established distribution network. Penetration level as well as per capita consumption in most product categories like jams. Burgeoning Indian population. cheaper labour costs and presence across the entire value chain gives India a competitive advantage. particularly the middle class and the rural segments. skin care.6 billion in 2008 to US$ 33. India is one of the largest economies in the world in terms of purchasing power and has a strong middle class base of 300 million. Around 70 per cent of the total households in India (188 million) reside in the rural areas. India is one of the largest emerging markets. presents an opportunity to makers of branded products to convert consumers to branded products. toothpaste. The FMCG market is set to treble from US$ 14.4 billion in 2015. This presents the largest potential market in the world. Availability of key raw materials.Rural and urban potential Rural-urban profile OVERVIEW OF FMCG SECTOR IN INDIA The Indian FMCG sector is the fourth largest sector in the economy with a total market size in excess of US$ 13. with a population of over one billion. With 200 million people expected to shift to processed and packaged food by 2010. hair wash etc in India is low indicating the untapped market potential. India needs around US$ 28 billion of investment in the food-processing industry.1 billion. intense competition between the organized and unorganized segments and low operational cost.

The large share of fast moving consumer goods (FMCG) in total individual spending along with the large population base is another factor that makes India one of the largest FMCG markets. 16 . With growing incomes at both the rural and the urban level.market was estimated at around US$ 14. the market potential is expected to expand further.3 An average Indian spends around 40 per cent of his income on grocery and 8 per cent on personal care products.768 Universe of Outlets (mn) 1 Source: Statistical Outline of India (2008-09).5 billion in 2007-08. Urban Population 2007-08 (mn household) 53 Population 2009-10 (mn household) 69 % Distribution (2007-08) 28 Market (Towns/Villages) 3. NCAER Rural 145 153 72 627.000 3.

17 .

000 million. in 2000. brand sales crossed Rs. Vatika has not just been successful in garnering a premium image but. 18 . 100 million in turnover. 1. the brand aims to become a frontrunner in the market for hair care and skin care products. the total annual sales of Vatika products are over Rs. It was joined in 1997 by Vatika Henna Cream Conditioning Shampoo and later. by Vatika Anti-Dandruff Shampoo. Vatika is a comparatively young brand but is already acknowledged for the qualitatively influential and pioneering role that it has played in the evolution of the categories it has had a presence in.4% market share in the coconut hair oil category (Source: ACNielsen ORG-MARG. Over the years. Vatika Hair Oil enjoys a 6. From the company’s perspective. In the very first year of its launch it crossed Rs. Vatika is expected to continue to drive its growth in the years to come. Currently.000 million. 1.1 million users (Source: IRS Household Data). 2007). In 2003. today. Of this. Vatika has come to be amongst the company’s highest selling brands. With its innovative offerings.OVERVIEW OF VATIKA: The Vatika brand was launched in 1995 with Vatika Hair Oil as its first product. stands as the preferred and trusted brand of 11.

Vatika created a niche for itself as the ‘total hair care’ brand. Being positioned as having amla.STP ANALYSIS OF VATIKA HAIR OIL SEGMENTATION Vatika Hair Oil was launched at an almost 100% premium to the market leader. It targeted the high-income urban category of hair oil users. educated. achievement-driven and confident women who were positioned as the Vatika Woman. Since the product was expensive it could mainly cater to the urban market as opposed to the rural market where consumers are highly price sensitive. henna and lemon extracts. frequent change of diet due to geographical mobility and other factors. multi-faceted. the product was targeted towards the young. Beset by modern-day hair problems. 19 . they are far more inclined to rely on homegrown remedies. TARGETING This was in line with its proposition and overall brand strategy of a premium up-market product targeted for individual needs as opposed to the collectivist culture of the category. POSITIONING ‘Total hair Care’ brand: The product innovation was fed by the vital consumer insight that many women in contemporary India are worried about hair problems caused by urban pollution. By offering hair oil that combined the benefits of natural products in a single pack. contemporary. This meant that the segment of the market that dabur wanted to cater to was the premium segment which valued nourishment of the hair above the price and it tried to attend to that segment which was not price sensitive.

achievement-driven and confident. educated.“Natural” offering: Vatika is a brand that espouses traditional wisdom about health in a modern format. The mix shall be analyzed as followed: • Product • Price • Place • Promotion 20 . particularly when it comes to hair care and skin care. contemporary. This concept is put to work through contemporary. The Vatika woman: The Vatika woman is young. easy availability and promotion campaigns. offered by Vatika. modern products. multi-faceted. MARKETING MIX OF VATIKA HAIR OIL Vatika Hair Oil has made a huge impact with its innovative product offering. Through creation of the concept of Vatika woman. It is in the Vatika brand that she sees a true reflection of her own personal ideals. It believes that nature has perennial answers to day-today health issues. In the marketing mix of Dabur. it has tried to carve out a new positioning in the minds of the new age woman. pricing strategy. In a world where modern living causes untold stress the Vatika brand holds out the promise of providing natural ingredients that rejuvenate and safeguard the human body in an extraordinary way. we shall be discussing the 4 Ps of marketing mix with respect to Vatika Hair Oil.

a combination of herbs and natural products such as henna. Vatika Hair Oil is coconut hair oil with special ingredients adding value to the product. amla and lemon have been used for special hair needs. The brand attempts to live up to the promises – beauty and nature – that are associated with its very name. the mother brand being Vatika Hair Oil. Starting with these associations Vatika has assiduously built a brand that delivers on all these values through its various product offerings.Product • • • • • • Product Variety Quality Design Features Brand Names Services Price • • • • List Price Discount Financing Schemes Credit Terms Promotion • • • • Advertising Promotion Public Relations Sponsorships Internet Marketing Place & • • • Channels Location Inventory PRODUCT: Brand Name: Vatika in Hindi means ‘garden’. While coconut oil has been regularly used by Indian women as a basic hair nutrient. 21 . Innovative product offering:.

neem. These also help Vatika stand out in the cluttered environment of Indian retail. used in its packaging. harar. The green-and-white colors. bahera. and ugdha and sugandhit dravyas. Dabur Research Foundation has more than 100 scientists working together to make superior quality products that match international standards. amla and lemon. kapurkachari. Quality: Vatika products contain natural ingredients that have been blended together through scientific processes at Dabur’s in-house research laboratories. it also contains other natural ingredients like brahmi. 300 ml Flip cans were introduced for the winter season. 150 ml.Coconut hair oil provides nourishment to the hair. have been further underlined by its attractive packaging. reflect the brands’ natural ancestry and give it a premium look. ascribed to the brand by hundreds of thousands of satisfied consumers. while henna along with other herbs coat the hair and protect it from oxidation. thereby maintaining its natural colour. 300 ml 150 ml. Available in: Bottles Flip cans 75 ml. Apart from henna. In a category dominated by blue packs as analogous of pure coconut oils. Lemon with its astringent action controls sebum flow and helps in prevention of dandruff. Packaging: The qualities of Vatika products. Amla strengthens hair roots and helps maintain their natural health and thickness. 22 . Vatika broke the norm with its white and green bottle with a mushroom cap.

PRICE/QUALITY MATRIX

Price→ Quality ↓ Luxury High Segment VATIKA Overpriced Middle Make Low Sale Run The and Unhappy Customers Average Real Bargain Cheap Goods Ideal For Premiere Offering Penetration High Middle Low

23

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

Dabur’s distribution network extends beyond India in the following countries as well:

Distribution Network
• • • • • •

Central, North & South America Australia Asia Middle East North & South Africa East & West Europe 24

PROMOTION:
Vatika – the key focus brand of the company – has always been well supported. The company realized early that, from the perspective of brand building, it was vital to invest in this brand. Vatika Hair Oil’s first promotion: It focused on the key benefit – beautiful hair without hair problems – that came about as a result of the extra nourishment through the value addition of henna, amla and lemon-derived additives. Creating conceptual awareness: In the initial phase of the

communication, the marketing objective was to create conceptual awareness about the new product – the goodness of coconut oil enriched with natural herbs. Vatika was firmly established as the leader in the new category of value-added hair oils and its promotion campaign was so successful that the product segment itself came to be identified with Vatika. In 1997, the company created a new promotion campaign, which reinforced the obvious fact that most coconut oil brands were, not equipped to combat the effects of pollution, hard water and chemicals – the major causes of hair ailments and hair deterioration.

25

meets his moment of truth when outperformed by a young Chyawanprash user. His final conversion from a non-user to a Chyawanprash user 26 . housewives. the children are under high pressure to excel. Vivek. The segments that it considers are growing kids. Dabur Chyawanprash (DCP) is now targeting adults. For the aged: Old age weakens a person physically and mentally. This it is trying to achieve through its promotion activities by making Amitabh Bacchan and Vivek Oberoi do the endorsement act. For the growing kids: In today's competitive environment. competitive youth. TARGETING Traditionally. who represents an urban ambitious non-user with a mindset that Chyawanprash is not for him. thus reaching out to kids. Amitabh has been projected as a user of Chyawanprash attempting to establish the relevance of DCP amongst the adults in today’s demanding lifestyle. ever-busy housewives and the aged. For ever-busy housewives: The 'homemaker' needs to be fit in order to shoulder all responsibilities. After segmenting the population into these categories it aims to keep them fit and healthy. It comes under the category of health supplements.STP ANALYSIS OF DABUR CHYAWANPRASH SEGMENTATION Dabur Chyawanprash is the market leader in the Chyawanprash segment. chyawanprash was supposed to be a health supplement for the aged and kids. youth and kids. For the competitive youth: Modern life keeps the youth busy and demands them to be active and efficient.

Brand Trust: Over 100 years of Dabur’s experience in Ayurveda ensures selection. Consumers view DCP as a product by a trusted brand and therefore do not need to think twice before making a purchasing decision. fighting respiratory infections & building resistance to disease. Holistic Health benefit of Ayurveda: Dabur Chyawanprash helps in stimulating immune system. These two ads compliment each other and connect very well with the targeted consumers POSITIONING "Andar se strong”: Dabur chyawanprash has the tag line "Andar se strong” By using a natural language instead of scientific language it is able to connect with the consumers and is able to achieve a better positioning in the minds of the Indian health conscious consumer.connects with the Youth. The brand conveys this health conscious holistic view of the product. A category like Chyawanprash for instance needs to understand that in employing the category language it loses any chance of expressing its own benefit distinctively. processing and quality control of right herbs along with scientific and clinical studies – makes DCP a trustworthy offering for consumers. 27 . improving stamina. relieving stress. fighting aging through anti-oxidant property. improving lung function.

MARKETING MIX OF DABUR CHYAWANPRASH Dabur Chyawanprash is the market leader in the chyawanprash segment and has achieved this with its innovative product offering. we shall be discussing the 4 Ps of marketing mix with respect to Dabur Chyawanprash. In the marketing mix of Dabur. The mix shall be analyzed as followed: • • • • Product Price Place Promotion 28 . pricing strategy. easy availability and promotion campaigns.

Known as the “elixir of life”. The principal ingredient Amla (Indian Gooseberry) acts as an anti-oxidant and immune-stimulant. In 50s Dabur pioneered the concept of branded Chyawanprash and since has invested heavily in product development. clinical studies and consumer awareness. Chyawanprash has (clinically) proven benefits in maintaining smooth body functioning. The product is essentially a health supplement.Product • • • • • • Product Variety Quality Design Features Brand Names Services Price • • • • List Price Discount Financing Schemes Credit Terms Promotion • • • • Advertising Promotion Public Relations Sponsorships Internet Marketing & Place • • • Channels Location Inventory PRODUCT Dabur Chyawanprash is the leader in the Chyawanprash category and enjoys a market share of 61 per cent. Dabur 29 .

Ashwagandha. relieving stress. 1. 250 gram pack 30 . fighting respiratory infections & building resistance to disease. 500 gram pack 3. Ghrit and several other herbs and herbal extracts. fighting aging through anti-oxidant property. It is these properties that make Dabur Chyawanprash a preferred choice for its users. improving stamina. Ingredients of Dabur Chyawanprash • Vishwast Amla. Available in: Dabur Chyawanprash is available in three sizes to cater to the needs of different types of people. • Special Vishwast fortified with additional health beneficial herbs like Keshar. Dashmul.Chyawanprash helps in stimulating immune system. improving lung function. One kilogram pack 2. Hareetaki. Akarkara etc.

more the quantity.PRICE The pricing of Dabur chyawanprash is very competitive.100. 55.175.00 PRICE/QUALITY MATRIX Price→ Quality ↓ Luxury High Segment Ideal Penetration DABUR CHYAWANPRASH High Middle Low For Premiere Offering 31 .00 Rs. Dabur chyawanprash uses second-degree price discrimination i. 1kg 500gms 250gms Rs.00 Rs. lower the price.e.

32 . A distribution of C & F agents and manufacturing locations is given below.Overpriced Middle Make Low Sale Run The and Average Real Bargain Unhappy Customers Cheap Goods PLACE Dabur has a very wide distribution of its products through 1.6 million retail outlets and 50 C & F agents all over India who distribute products to the retailers.

North & South America Australia Asia Middle East North & South Africa East & West Europe PROMOTION The main form of promotional activities of Dabur chyawanprash is concentrated towards advertising and it has legible sales promotional activities. 33 .Dabur’s distribution network extends beyond India in the following countries as well: Distribution Network • • • • • • Central.

Advertising Nothing can happen without establishing the brand’s heritage emphasizing technological prowess. These advertisements are supposed to target the old and the younger generation respectively.The ads have been created by McCann Ericsson and the company would be spending close to Rs 10 crore in promotional campaign this year. in national electronic media followed by a series of print media campaign directed towards creating awareness to educate people about the holistic benefits of Chyawanprash.DHONI and Vivek. The ads would also be translated in Bengali. explaining benefits and building bonds with prospective buyers. . one each with Amitabh. Ads are necessary because the images are still mould able and fluid and the consumer’s sophistication level is low. Dabur 34 .S. chyawanprash is advertised on print media as well as on television. M. The company has launched three ads.

which together with Dabur have about 64% of India's domestic market. Marico.COMPETITOR ANALYSIS OF VATIKA The key competitor’s of Dabur in the Hair Oil segment are Keo Karpin. Bajaj. Emami. HLL. 35 .

Dabur Hair Oils have a market share of 19%.Dabur is one of India's largest players in the hair oil segment and the fourth largest producer of FMCG. Its share is 6% of the total hair oil market. It was established in 1884. is a pioneer in the light hair oil category. 36 . a fifty-year old brand. The pleasantly perfumed hair oil has its main market in the Hindi belt and also has significant presence in eastern and western India. We have tried to analyse the competition for Dabur in the Hair Care segment as follows: Keo Karpin. and had grown to a business level in 2003 of about 650 million dollars per year.

The brand has a huge loyalty. Emami has taken Madhuri Dixit as brand ambassador for emami oil and Amitabh Bachchan for Himami Navratan Oil. Overall it has a share of 4% in hair oil market. Synonymous with pure coconut oil in the market. Besides. a market leader in its category.Bajaj Brahmi Amla and Bajaj Almond Drops — currently have a value share of 19 per cent and 12 per cent in their respective oil categories as per ORG-Marg. It has a market share of 28%. Parachute's primary targets have been women of all age. COMPETITOR ANALYSIS OF CHYAWANPRASH 37 . Clinic Plus Hair Oil and All Clear Clinic Hair Oil. not only in the urban sections of India but also in the rural sector. the company has also decided to enhance its retail presence by nearly 20 per cent from the existing 5 lakh retail outlets in an attempt to reach the rural parts. Overall it has a market share of 4% in hair oil market. In fact over time it has become the gold standard for purity.Emami has existence in hair oil market through Himani Navratan oil and Himani Oil. Marico’s Parachute is premium edible grade oil. Overall it has a 3% share in hair oil market. Parachute is positioned on the platform of purity. Bajaj has two flagship oil brands . HLL has two products.

It was established in 1884. though only a fraction of that is involved with Ayurvedic medicine. We have tried to analyse the competition for Dabur in the Chyawanprash segment as follows: 38 . which together with Dabur have about 85% of India's domestic market. and had grown to a business level in 2003 of about 650 million dollars per year.The key competitor’s of Dabur in the Chyawanprash segment are Baidyanath. Zandu and Himani. Dabur Chyawanprash (herbal honey) has a market share of 61%. Dabur is India's largest Ayurvedic medicine supplier and the fourth largest producer of FMCG.

(Baidyanath for short) was founded in 1917 in Calcutta. Zandu Pharmaceutical Works was incorporated in Bombay in 1919. though it has recently expanded into the FMCG sector with cosmetic and hair care products. though only a portion is involved with Ayurvedic products. The company focuses primarily on Ayurvedic products (in 1930. Its Chyawanprash has a market share of 10%. and specializes in Ayurvedic medicines. named after an 18th-century Ayurvedic. pharmaceuticals were added. but the pharmaceutical division was separated off about 30 years later). but Chyawanprash and other health products. the company is mainly involved with toiletries and cosmetics. founded in 1974. one of its international products is Shikakai (soap pod) Shampoo. Its market share also provides 39 . The Emami Group. doing 110 million dollars of business annually.Sri Baidyanath Ayurvedic Bhawan Ltd. through its Himani line. provides a diverse range of products.

OBJECTIVE OF THE Study’s 40 .

3. 2. To study the impact(strong effect or imperission) of Budget Policies on Marketing Strategy of Dabur Foods. To study the Consumer.Following are the major objective of study: 1. 41 . To study the problems faced by Dabur. Buying behavior.

42 .

and brochures and also through the Internet. I proceeded with the drafting of the questionnaire for consumers was structured as undisguised. I handed distributors & wholesalers and it personally to the respondents to be analysed. The secondary data was gathered with the help of various magazines. The questionnaire method was useda) b) To get first and relevant and unbiased information Questionnaire provides versatility and solutions can be obtained by just asking the questions. c) d) Questioning is usually faster and cheaper. For secondary sources no fieldwork was employed. there is more control over data gathering activities.RESEARCH METHODOLOGY As the purpose of the project report is to analyse the consumable products successfully launched in the last three years. journals. was also collected personally by me. & Personal -interview retailers. Primary data. which the Secondary data company has furnished for the general public. 43 . newspapers. The data was collected both with the help of primary as well as secondary sources. Moreover.

All the questions were directly related to the subject. Sample size for customers were 150 in number and the universe comprised of all the consumers within the geographical region of Delhi. Sample size for retailers were 40 in number and the universe comprised of all the consumers within the geographical region or Delhi. The questionnaire was of multiple choices and the pattern of questions was as simple as possible. 2. For Dabur chyawanprash and Vatika hair oil. With every question. 44 . multiple choices were given and respondents were asked to select one of them.In order to amplify the empirical findings from primary and secondary sources. The questionnaire technique was structured and not disguised as the questions followed one pattern and reason behind the questionnaire was stated properly. 3) Sample size for Distributor & Wholesaler were four in number & the universe comprised of all the consumers within the geographical region of Delhi. a survey was conducted both of consumers and retailers Distributor & Wholesalers in order to gauge the market opinion. 1.

45 .No other fieldwork was employed to gather the information. The questionnaires were distributed to the respondents and the data was collected through primary and secondary sources The statistical technique such a Pi-chart and percentages were used in analysing and interpreting the data.

46 .

47 .CUSTOMER SURVEY RESULTS DABUR VATIKA AWARNESS LEVEL 100 80 60 40 20 0 PARACHUTE KEO KARPIN NIHAR HAIR AND CARE DABUR VATIKA PERCENTAGE INTERPRETATION It was observed that 90% customers award about the dabur vatika hair oil. PREFERRED BRAND 40 35 30 25 20 15 10 5 0 PERCENTAGE PARACHUTE NIHAR VATIKA NTERPRETATION It was observed that 30% customers preferred the dabur vatika among the wide range of hair oil.

5 3 2.5 0 RATING(1-LOW 5-HIGH) PARACHUTE NIHAR VATIKA INTERPRETATION It was observed that the satisfaction levels are high about the quality of the vatika hair oil. 48 .5 1 0.5 2 1.SATISFACTION LEVEL 4 3.

CUSTOMER SURVEY RESULTS DABUR CHYAWANPRASH AWARNESS LEVEL 100 80 60 40 20 0 ZANDU HIM ANI BAIDYANATH DABUR PERCENTAGE INTERPRETATION It was observed that 100% of the customers already award about the DABUR CHYAWANPRASH PREFERRED BRAND 60 50 40 30 20 10 0 ZANDU HIMANI BAIDYANATH DABUR PERCENTAGE 49 .

INTERPRETATION It was observed that 60% of the customers preferred the DABUR CHYAWANPRASH SATISFACTION LEVEL 5 4 3 2 1 0 ZANDU HIMANI BAIDYANATH DABUR RATING(1-LOW 5-HIGH) INTERPRETATION It was observed that the satisfaction level are high of the customers about the DABUR CHYAWANPRASH 50 .

SWOT ANALYSIS OF DABUR 51 .

HLL and Bajaj for Vatika Hair Oil) • • New Entrants Threat from substitutes (like Bryllcream for Vatika hair oil) 52 . baidyanath and Zandu for Dabur Chyawanprash and Marico.Keo Karpin.STRENGTHS • Strong presence in well defined niches( like value added Hair Oil and Ayurveda specialities) • • • • • • • Core knowledge of Ayurveda as competitive advantage Strong Brand Image Product Development Strength Strong Distribution Network Extensive Supply Chain IT Initiatives R & D – a key strength WEAKNESS • Seasonal Demand( like chyawanprash in winter and Vatika not in winter) • • • • Low Penetration(Chyawanprash) High price(Vatika) Limited differentiation (Vatika) Unbranded players account for the 2/3rd of the total market(Vatika) OPPORTUNITIES • • • • • • Untapped Market(Chyawanprash) Market Development Export opportunities. Innovation Increasing income level of the middle class Creating additional consumption pattern THREATS • Existing Competition( like Himani.

53 .

The integration allows better control on pipelines in primaries and secondaries.000 ASP pages meet almost all reporting requirements and make this a single source of MIS for all levels of decision makers. banking. and online cheque reconciliation have obvious advantages in the primary distribution. These are basically extensions to the MFG/PRO ERP system and not core customizations. Intranet based data-warehouse displays as-of-yesterday sales. easy-to-use. brings down inventories. stockists credit limit control. 54 . automated banking of cheques. stockist’s performance. and sales officers' performance. and offers better control on production and sales against a confirmed forecast.000 SKU’s to several thousand stockists and dealers. six mother-warehouses and over 50 Carrying and Forwarding Agents (CFAs) that distribute more than 1.DISTRIBUTION Supply chain: Dabur has steadily improved its procurement and distribution systems to achieve a significant reduction in material costs. Schemes based on secondary volumes will help control secondary pipelines and sales. a dozen manufacturing locations. sales order servicing can be improved by taking orders through the Internet. VSATs: This Success paved the ground for the company's supply chain initiative. The integrated system allows each Area Manager to plan for the month's sales forecasts. The idea is to increasingly shift focus from primaries to secondaries. stock. Over 5. Fifty-five Ku Band TDMA VSATs were used to link primary distributors to the system. Factories were hooked up using PAMA (Permanent Assigned Multiple Access) VSATs. Dabur has an extensive supply chain and distribution network that has grown and spans 29 factories. The integrated primary and secondary system has a number of unique features. 47 stocking points. Primary sales will therefore come from a resultant 'pull' from secondary replenishments. receivables. At some locations VPNs had to be used because it was not possible to set up a dish. The features like tight integration of schemes. MIS: An in-house developed. 4 zonal offices. Further. and other MIS.

55 .

It is an initiative to occupy shelf space. straightening of hair. Improve operational efficiencies by leveraging technology. More initiatives like “ Dabur ki Deewar” to increase brand visibility. etc. It could have hair care experts to solve hair problems. natural solutions by synthesizing the deep knowledge of ayurveda and herbs with modern science.RECOMMENDATIONS     Focus on growing core brands across categories. Services could include dandruff treatment.     56 . Vatika hair care centre: On the lines of Marico’s Kaya Skin Clinic. within and outside India. which would provide total hair care solutions. which is necessary for health. treatment for split ends. Be the preferred company to meet the health and personal grooming needs of our target consumers with safe. Reaching out to new geographies. Provide consumers with innovative products within easy reach. Position Dabur Chyawanprash as not more of a medicine but as something. efficacious. Dabur could start a venture called Vatika hair care centre.

57 .

58 . This could be well attributed to dabur successful ATA (Availability.made’ and also US food giantssDel Monte are ready to hit the Chyawanprash market very soon. Packed Chyawanprash followed by Amla. dabur has clearly lost it head start advantage and thereby acquiring just 35% of the market share while others enjoys rest of the market share. Within the market.The brands such as that of Chyawanprash by vednath.CONCLUSIONS The Chyawanprash Industry is yet to capture the beverage market in full swing. Ashwagandha. The market. Taste and Affordability) marketing module. Hareetaki. ‘Minute. Dashmul. Ghrit and several Other herbs and herbal extracts. it is safe to conclude that dabur has hit off rather well with the masses. Chyawanprash are yet to establish their supplement use in the average household here in lays the great opportunities. The consumer’s patriotic love for tea and coffee is unfired. Lack of publicity has hampered the growth progress of the brand so aggressive advertising is needed to promote Chyawanprash and vatika hair oil brand . the attributes most rated by the consumers. Chyawanprash with its ‘sonacahndi.

a company has to create perceptions and cover them into realities. It is an expensive proposition requiring huge Thus. As a new product so people are not able to digest it yet Dabur is getting 8 crores from Vatika hair oil in which Lemoneez 1 Crore & others 3 Crores. company will be the one.Vatika hair oil has no major competition except Australian Product Tabasco. so it is better to stress on quality rather than on decreasing price to increase sales and profit. sponsorships and media. As 16% of the excise duty is exempted on food products in this budget. As vatika hair oil is a new product introduced by Dabur and as Dabur is getting excise benefit from the Government so Dabur should pass slight Price benefit to the target market so that target market should use the 59 . To increase market share Dabur should give slight price benefit on Dabur brand so that customers of other Juice brand should switch from other brand to Dabur brand. Many food companies including Dabur got benefited from it. the ideal expenditure on advertising. accounts for 4 crores. be it in Chyawanprash industry. As the strategies of the companies keeps on changing. which combines the high-end technology with consumer insight. On the analysis of survey it was found that target Market of Chyawanprash want quality benefit rather then Price benefit.

vatika hair oil and adopt it in making daily food thereby increasing the market share of vatika hair oil. 60 .

CONSUMER QUESTIONAIRRE.Where would you rate your brand on a scale of 1 – 5 (5 being highest)? • • • • • 1 2 3 4 5 61 . 1. Thanks for sparing few minutes to fill this questionnaire. Any information provided by you will strictly be used for Academic Purpose. which will help us to study the consumer perception for hair oil.DABUR VATIKA HAIR OIL Dear Respondent.Which brands of hair oil are you aware of? • • • • • Parachute Keo Karpin Nihar Hair And Care Dabur Vatika 2.Which brand of Hair Oil do you use? • • • • • Parachute Keo Karpin Nihar Hair And Care Dabur Vatika 3.

Which pack size do you prefer? • • • 75 ml 150 ml 300 ml 8. If your brand is not available you would? • • • • Purchase another brand Wait for it to be available Go for a substitute Buy what is offered by the retailer 7.How did you get to hear about this brand? • • • • TV Internet Word of Mouth Print 6.What are the primary reasons for which you use this particular brand? • • • • Non sticky Brand Loyalty Fragrance Price 5.On what parameters do you choose this pack size? • • • • Availability Price Family size Storage 62 .4.

50.00 63 . 10. 50.9.000 (2) Rs.000 – Rs.How often do you buy? • • • Once in 15 days Once a month Once in two months 10.000 – Rs.Are you satisfied with your brand? • • Yes No Personal Information: Age: Location: Income (per month): (1) Rs.000 (3) Rs. 1. 10. 30.000 (4) Above Rs.000 – Rs. 30.

Any information provided by you will purely and strictly be used for Academic Purpose only.According to you what are the reasons for customers’ preferences? • • • • Brand loyalty Price Availability No reason 64 .RETAILER QUESTIONNAIRE-DABUR VATIKA HAIR OIL Dear Respondent. 1. which are the most preferred? • • • • Marico HLL Keo Karpin Dabur Vatika 3.Out of these. Thanks for sparing few minutes to fill this questionnaire. which will help us to study the consumer perception for the Hair Oil category that we have chosen to study.Which brands of Hair Oil do you stock? • • • • Marico HLL Keo Karpin Dabur Vatika 2.

What is the profile of your typical consumer? • • • High income Middle income Low income 5.What schemes does a consumer prefer most? • • • Price discounts Buy one get one free Others 7.What schemes are you offered by the companies? • • • Price discounts Buy one get one free Others 6.According to you.4.Does a change in price affect their preferences? • • Yes No Personal Information: Location of store: 65 . does in-store advertising have an affect on the consumers’ preference? • • Yes No 8.

Any information provided by you will strictly be used for Academic Purpose.Which brands of Chawanprash are you aware of? • • • • Zandu Himani Baidyanath Dabur 2. which will help us to study the consumer perception for chawanprash. Thanks for sparing few minutes to fill this questionnaire.CONSUMER QUESTIONAIRRE-DABUR CHYAWANPRASH Dear Respondent. 1.Which brand of Chawanprash do you use? • • • • Zandu Himani Baidyanath Dabur 3.Where would you rate your brand on a scale of 1 – 5 (5 being highest)? • • • • 1 2 3 4 66 .

How did you get to hear about this brand? • • • • TV Internet Word of Mouth Print 6.On what parameters do you choose this pack size? • • Availability Price 67 .If your brand is not available you would? • • • • Purchase another brand Wait for it to be available Go for a substitute Buy what is offered by the retailer 7.4.What are the primary reasons for which you use this particular brand? • • • • Health Brand Loyalty Taste Price 5.Which pack size do you prefer? • • • 1 kg 500 gm 250 gm 8.

1.000 (3) Rs.• • Family size Storage 9.000 – Rs. 50.000 (2) Rs.Are you satisfied with your brand? • • Yes No Personal Information: Age: Location: Income (per month): (1) Rs.000 68 . 10.000 – Rs.000 – Rs.How often do you buy? • • • Once a month Once in two months Once in six months 10. 10. 30.000 (4) Above Rs. 50. 30.

According to you what are the reasons for customers’ preferences? • • • Brand loyalty Price Availability 69 .Which brands of Chyawanprash do you stock? • • • • Zandu Himani Baidyanath Dabur 2.Out of these. Thanks for sparing few minutes to fill this questionnaire. 1. Any information provided by you will purely and strictly be used for Academic Purpose only.RETAILER QUESTIONNAIRE-DABUR CHYAWANPRASH Dear Respondent. which are the most preferred? • • • • Zandu Himani Baidyanath Dabur 3. which will help us to study the consumer perception for the Chyawanprash category that we have chosen to study.

What schemes does a consumer prefer most? • • • Price discounts Buy one get one free Others 7.What is the profile of your typical consumer? • • • • • • High income Middle income Low income Price discounts Buy one get one free Others 5.Does a change in price affect their preferences? Personal Information :Location of store: 70 .• No reason 4.According to you.What schemes are you offered by the companies? 6. does in-store advertising have an affect on the consumers’ preference? • • • • Yes No Yes No 8.

71 .

BIBLIOGRAPHY BOOKS:  Kotler Philip:  Malhotra Naresh K: Marketing Management Marketing research WEBSITES:  WWW.Dabur.com NEWSPAPERS:  Business Standard  Economics Times 72 .

Sign up to vote on this title
UsefulNot useful