DABUR

The 125 years old company Dabur has made itself successful despite of strong competitors like Baidyanath, Zandu, Himami any many other Ayurvedic companies. 85% of the total domestic market share is contributed by these Ayurvedic companies. The leader in this field is Dabur, which had a 69% market share. Carrying its great legacy of years and years, Dabur is producing quality Dabur products which match international standards established by various quality control bodies governing quality standards in herbal products. From the above mentioned chapter, we came to know about the companys market share in context to its various products and in comparison to its competitors. The chapters above provide us the information about the sales of the Dabur products. It gives a brief idea about the distribution channels of the product.

FINDINGS:
Most of the people get aware of a Dabur from TV advertisements which are the most vital media of communication of a brand to the people followed

by ads on Newspapers and friends or relatives as per our study. It was found that the overall satisfaction level of customer is very good. It was also found from our study that about 90% of the total customers have a very good impression on the Brand name of Dabur and only 10% remarks that this brand is of average class. It was found that about 83% of total Dabur customers have recommended either to their friends or to their relatives or to others to buy the same brand which shows a strong brand loyalty towards Dabur and also this shows the satisfaction level of Dabur customers. It was also found that most of the customers about 73% suggest for more advertisements in order to improve market share of Dabur whereas 33% suggest for reduction in price or employment of more attractive gift/offer or any other promotional activity for the improvement of selling or market share.

OBJECTIVES OF THE STUDY:

1. To analyze the marketing strategy of Dabur products. 2. To know consumers perception about the products. 3. To compare the share of Ayurvedic products with that of others. 4. To understand the economy factors affecting the sales volume and their opportunities. 5. To understand the competitive position of rival products. 6. To evaluate the channel of distributions. 7. To understand the advantages and limitations of the products. 8. To measure the effectiveness of advertising.