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PREFACE

Management training has gained rapid importance only recently. Management was previously considered as an inborn art or talent. But in today’s fast developing word this view has been abandoned. To develop managerial capabilities and to supplement their theoretical knowledge with practical experience, the management students are required to go training in business organization. This study would not only help me as a management student to gain a deep insight of how an organization works but also practical usage of all management techniques that I have learnt during the course of my study. This project would also help me analyze the difference between the organizational realities and the theories that have been taught in my academic session and also gave me a real experience of the corporate world let me better understand how it function. It also taught me how to take every experience in the right and learn from each one. Finally the analysis feasible to be put to test in real life situations. I shall consider all my hard work worthwhile if this endeavor of mine is able to satisfy all those concerned and proves useful to anyone or for any further study in the future.

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CONTENTS
1. ACKNOWLEDGEMENT 2. EXECUTIVE SUMMARY 3. OVERVIEW OF FMCG SECTOR IN INDIA 4. ABOUT DABUR  PRODUCT LINE  SWOT ANALYSIS OF DABUR  THE MARKETING MIX ANDSELLING PROCESS 5. THE MARKETING MIX
6. OBJECTIVE OF THE STUDY

7. RESEARCH METHODOLOGY 8. DATA ANALYSIS 9. RECOMMENDATIONS 10.COMPETITOR ANALYSIS 11.CONCLUSIONS 12.BIBLIOGRAPHY 13.QUESTIONNAIRE

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1 .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$ 13.1 billion. It has a strong MNC presence and is characterised by a well-established distribution network, intense competition segments between and the low organised operational and cost. unorganised

Availability of key raw materials, cheaper labour costs and presence across the entire value chain gives India a competitive advantage. The FMCG market is set to treble from US$ 11.6 billion in 2003 to US$ 33.4 billion in 2015. Penetration level as well as per capita consumption in most product categories like jams, toothpaste, skin care, hair wash etc in India is low indicating the untapped market potential. Burgeoning Indian population, particularly the middle class and the rural segments, presents an opportunity to makers of branded products to convert consumers to branded products. Growth is also likely to come from consumer 'upgrading' in the matured product categories. With 200 million people expected to shift to processed and packaged food by 2010, India needs around US$ 28 billion of investment in the food-processing industry.

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This presents the largest potential market in the world. The annual size of the rural FMCG market was estimated at around US$ 10.Around 70 per cent of the total households in India (188 million) resides in the rural areas. with a population of over one billion. 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. the market potential is expected to expand further.5 billion in 2001-02. The total number of rural households are expected to rise from 135 million in 2001-02 to 153 million in 2009-10.India is one of the largest emerging markets. 5 . With growing incomes at both the rural and the urban level.

768 1 Rural 135 153 72 627.000 3.3 Source: Statistical Outline of India (2010-11). NCAER An average Indian spends around 40 per cent of his income on grocery and 8 per cent on personal care products.Rural and urban potential Rural-urban profile Urban Population 2001-02 (mn household) Population 2010-11 (mn household) % Distribution (2010-11) Market (Towns/Villages) Universe of Outlets (mn) 53 69 28 3. 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 6 .

it stands for India’s fourth largest fast moving consumer goods company that both consumers and trade respect and trust unequivocally. An umbrella name for a variety of products. while managing not to alienate earlier generations of loyal customers. ranging from hair care to honey. The company has kept an eye on new generations of customers with a range of products that cater to a modern lifestyle. 7 . Dabur has consistently ranked among India’s top brands.ABOUT DABUR A.COMPANY OVERVIEW Over its 120 years of existence. While Ries and Trout may ask “What does Dabur stand for—shampoo or digestive tablets?” The answer is fairly simple. the Dabur brand has stood for goodness through a natural lifestyle. The trust levels that this brand enjoys are phenomenally high. and which has an annual turnover of over Rs 15 billion. 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. Dabur Nepal and Dabur International and 3 step down subsidiaries of Dabur International .Dabur is an investor friendly brand as its financial performance shows.Dabur Foods. dynamic leadership and commitment to our partners and stakeholders.2233. The results of our policies and initiatives speak for themselves. B. There’s a great sense of responsibility for investors’ funds on view. 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).72 Crore (FY07) 2 major strategic business units (SBU) .Asian Consumer Care in Bangladesh. Dabur India Limited has marked its presence with some very significant achievements and today commands a market leadership status. African Consumer Care in Nigeria and Dabur Egypt. corporate and process hygiene.  Leading consumer goods company in India with a turnover of Rs. Our story of success is based on dedication to nature.Consumer Care Division (CCD) and Consumer Health Division (CHD) 3 Subsidiary Group companies . 13 ultra-modern manufacturing units spread around the globe Products marketed in over 50 countries     8 .

more than 5000 distributors and over 1.5 million retail outlets all over India 9 . Wide and deep market penetration with 47 C&F agents.

1884 Birth of Dabur 1896 Setting up a manufacturing plant Early Ayurvedic medicines 1900s 1919 Establishment of research laboratories 1920 Expands further 1936 Dabur India (Dr.C. 1972 Shift to Delhi Sahibabad factory / Dabur Research 1979 Foundation 1986 Public Limited Company 1992 Joint venture with Agrolimen of Spain 1993 Cancer treatment 1994 Public issues 1995 Joint Ventures 1996 3 separate divisions 1997 Foods Division / Project STARS 1998 Professionals to manage the Company 2000 Turnover of Rs. Ltd. Burman) Pvt.K.1. S.000 crores 2003 Dabur demerges Pharma Business 2005 Dabur aquires Balsara 2005 Dabur announces Bonus after 12 years Dabur crosses $2 Bin market Cap. adopts 2006 US GAAP Approves FCCB/GDR/ADR up to $200 2006 million 2007 Celebrating 10 years of Real 2007 Foray into organised retail 10 .

His mission was to provide effective and affordable cure for ordinary people in far-flung villages. Dr. like cholera. malaria and plague. 11 . Burman. S. a physician tucked away in Bengal. With missionary zeal and fervour. Burman undertook the task of preparing natural cures for the killer diseases of those days.2010 Dabur Foods Merged With Dabur India D. K. Founding Thoughts "What is that life worth which cannot bring comfort to others" The doorstep 'Daktar' The story of Dabur began with a small. but visionary endeavour by Dr.

K. We are determined to be the best at doing what matters most. And that is how his venture Dabur got its name . Burman's commitment and ceaseless efforts resulted in the company growing from a fledgling medicine manufacturer in a small Calcutta house. 12 . Dr. We all are leaders in our area of responsibility. We accept personal responsibility..Soon the news of his medicines traveled. Reaching out to a wide mass of people who had no access to proper treatment. "Dedicated to the health and well being of every household" This is our company.. Dr.derived from the Devanagri rendition of Daktar Burman. with a deep commitment to deliver results. to a household name that at once evokes trust and reliability. S. E. Burman set up Dabur in 1884 to produce and dispense The mission continues. and accountability to meet business needs. and he came to be known as the trusted 'Daktar' or Doctor who came up with effective cures. Ayurvedic medicines.

We have superior understanding of consumer needs and develop products to fulfill them better. We work together on the principle of mutual trust & transparency in a boundary-less organization. including recognizing risks.People are our most important asset. and we encourage & reward excellence. 13 . We are honest with consumers. with business partners and with each other. We add value through result driven training. We are committed to the achievement of business success with integrity. Continuous innovation in products & processes is the basis of our success. We are intellectually honest in advocating proposals.

Ltd.Production of Ayurvedic medicines Dabur identifies nature-based Ayurvedic medicines as its area of specialisation. And it has set very high standards in developing products and processes that meet stringent quality norms.First production unit established at Garhia 1919 . S K Burman) Pvt.Computerisation of operations initiated 1970 . Incorporated 1940 . 1949 .Personal care through Ayurveda Dabur introduces Indian consumers to personal care through Ayurveda. 1930 . So popular is the product that it becomes the largest selling hair oil brand in India. The ancient restorative Chyawanprash is launched in packaged form.Established by Dr. S K Burman at Kolkata 1896 . setting the road for others to follow. and 14 becomes the first branded Chyawanprash in India.F.Automation and upgradation of Ayurvedic products manufacturing initiated 1936 . Milestones to success Dabur India Ltd. The Company has gone a long way in popularising and making easily available a whole range of products based on the traditional science of Ayurveda.First R&D unit established Early 1900s . 1884 . As it grows even further.Launched Dabur Chyawanprash in tin pack Widening the popularity and usage of traditional Ayurvedic products continues. Dabur will continue to mark up on major milestones along the way. It is the first Company to provide health care through scientifically tested and automated production of formulations based on our traditional science. with the launch of Dabur Amla Hair Oil.Dabur (Dr. made its beginnings with a small pharmacy. but has continued to learn and grow to a commanding status in the industry. 1957 .Entered Oral Care & Digestives segment .

The Board comprises of: ViceChairman Dr. Anand Burman Chairman Mr. Amit Burman 15 .G. Dabur has an illustrious Board of Directors who are committed to take the company onto newer levels of human endeavour in the service of mankind.

Mr Duggal started his career as a management trainee in Wimco Limited in 1981 after getting his Engineering Degree (Electrical & Electronics) from BITS. Ltd for a short period. Pilani. In 1995 he came into the Dabur family. he became the CEO of the Company . In 1994.Spanning a career of over 20 years. as General Manager (Sales & Marketing). In July 2000 Mr. Duggal was appointed Director Sales and Marketing of Dabur India Limited. 16 . he moved to Pepsi Foods as GM. With his dynamic spirit and leadership abilities. and Sunil Duggal Dabur India Limited Sales Operation. with a break in between when he joined Bennett Coleman & Co. His stint at Chief Executive Officer Wimco continued till 1994. of the Family Products Division with products like Dabur Amla. Lal Dant Manjan and Vatika in his portfolio. he soon became Vice-President and SBU-Head of the Family Products Division. This Division spearheaded the spectacular growth recorded by Dabur in this period. Vatika was also launched during this period and is now the Company's second biggest brand. Sunil Duggal has travelled widely across India Sunil Duggal took over as the Chief Executive Officer of Dabur India Limited in June 2002. Business Management from IIM. Calcutta. And in 2002.a professional with valuable experience to steer the company ahead in its growth plans. holding reins of the organisation he joined in 1995.

Dabur understands the importance of good governance and has constantly avoided an arbitrary decisionmaking process. Remuneration. Shareholder Grievances. Our initiatives towards this end include:      Professionalisation of the board Lean and active Board(reduced from 16 to 10 members) Less number of promoters on the Board More professionals and independent Directors for better management Governed through Board committees for Audit.H. Compensation and Nominations Meets all Corporate Governance Code requirements of SEBI  17 . Good corporate governance and transparency in actions of the management is key to a strong bond of trust with the Company’s stakeholders.

or Sundesh." This ideal of a humane and equitable society led to initiatives taken to give back some part of what Dabur has gained from the community. Burman first established Dabur. it would lead to all round degradation.I. That is why nature was sanctified and worshipped in the form of gods and goddesses.to create environmental awareness amongst young minds. K. and   Organising the Plant for Life programme for schoolchildren . in 1993 . Our ancestors recognised that if we grabbed from nature beyond what was healthy. 18 . Indian sages and men of wisdom have understood and appreciated the value of nature and its conservation. Our commitment to Environment Ancient wisdom of conservation From times immemorial. "What is that life worth which cannot bring comfort to others. In his words. Promoting health and hygiene amongst the underpriviledged through the Chunni Lal Medical Trust. he had a vision that saw beyond the profit motive. and even the extinction of humanity.a non-profit organisation to promote research and welfare activities in rural areas. Our major initiatives in the Social sector include:  Establishment of the Sustainable Development Society. S. When our Founder Dr.

Dabur upholds the tradition Today. In addition. which say: "Dehi me dadami te" . Dabur has initiated some significant programmes for ecological regeneration and protection of endangered plant species."you give me. satellite nurseries spread across mountain villages and contract cultivation of medicinal herbs helps in maintaining the ecological balance. these plants and herbs are fast reaching the point of extinction. These 19 . a high-tech greenhouse facility has been set up for developing saplings of rare and endangered medicinal plants. And that is the reason for our unfailing commitment to ecological conservation and regeneration. we at Dabur also value nature's bounty. Due to overexploitation of these resources and unsustainable practices. Under the project. and I give you". this greenhouse maintains the highly critical environmental parameters required for their survival. Back to Nature Rare herbs and medicinal plants are our most valuable resource. Without the fruits of nature. We are also developing quality saplings of more than 20 herbs. Fully computercontrolled and monitored. In view of this critical situation. 8 of them endangered. through micro propagation. Plants for Life We have set up the "Plants for Life" project in the mountainous regions of the Himalayas. the vision of Dabur would never have been fulfilled. We would like to follow the principles of our ancient texts. from which all our products are derived.

birds and humans living in good health and complete harmony. To whom we would like toUttar Pradesh.a better generations. New Asaf Delhi Ali – Road. 110 002 Tel: +91 (011) 23253488 20 . India bereft of nature. So that they are not forced to exploit the environment to earn a livelihood.measures have also helped provide local cultivators the scientific knowledge for harvesting herbs and a steady source of income. Corporate Office Living a Green Heritage Kaushambi These are significant steps that can contribute to201010 world for coming Ghaziabad . +91 (0120) 3982000 (30 Lines) +91 (0120) 3001000 (30 Lines) Kaushambi Corporate Office Registered Office 8/3.Tel: animals. But bequeath a world not full of flowering and fruit bearing trees.

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Our products World Wide We have spread ourselves wide and deep to be in close touch with our overseas 22 consumers. America and Africa .  Offices and representatives in Europe. Dabur has been in the forefront of popularising this alternative way of life. Today there is global awareness of alternative medicine.DABUR WORLD WIDE Dabur's mission of popularising a natural lifestyle transcends national boundaries. nature-based and holistic lifestyles and an interest in herbal products. . marketing its products in more than 50 countries all over the world.

M. 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 23 .

• Hajmola Yumstick • Hajmola Mast Masala • Anardana • • • • • • Hajmola Hajmola Candy Hajmola Candy Fun2 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 24 .

Hair Care Oil • • • • Amla Hair Oil Amla Lite Hair Oil Vatika Hair Oil Anmol Sarson Amla Hair Care Shampoo • • • • Anmol Silky Black Shampoo Vatika Henna Conditioning Shampoo Vatika AntiDandruff Shampoo Anmol Natural Shine Shampoo Oral Care • • • • 25 Dabur Red Gel Dabur Red Toothpaste Babool Toothpaste Dabur Lal Dant Manjan .

• Dabur Binaca Toothbrush Skin Care • Gulabari • Vatika Fairness Face Pack Ayurvedic Specialities • Ayurveda • Ayurveda Vikas 26 .

Dabur Amongst Top Three Most Respected FMCG Companies Dabur Real Bags Gold In Reader's Digest Trusted Brand Awards Dabur Figures In Top Great Place To Work 2006 List 27 .N.

have debuted in the Economic Times Brand Equity's Most Trusted Brands 2008 list. released by 4Ps and 28 .Dabur has been ranked amongst India's Most Innovative Companies by a Business Today-Monitor Group survey Hajmola has been ranked 34th in India’s 100 Most Valuable Brands list Hajmola. Hajmola moves up 11 spots to take the 34th position among India's Top 100 Most Valuable Brands of 2008. one of the strongest brands in Dabur's portfolio. Dabur Amla and Vatika -. has been listed among the Top 18 Iconic Brands in India that have stood the test of time Dabur India’s fruit juice brand Réal awarded the Reader’s Digest Gold Trusted Brand Award 2008 in the food & beverages category Three Dabur brands -Hajmola.

Besides. Dabur Foods has climbed up to take the 40th spot ICMR Dabur India Ltd has been ranked 28th in the list of India's Top 50 Most valuable (Company) Brands by Brand Finance newu was voted the Most Admired New Retail Launch of the year at Images Retail Awards Dabur India CEO Mr. Sunil Duggal was named Best Corporate Leader of 2008 at the B&E Leadership and Excellence Awards Dabur India Ltd was ranked the Business Leader in the FMCG Personal Care Category at the NDTV Profit Business Leadership Award 2008 29 .

prepared by Business India __________________________________________________________________________ _ 30 .Dabur India Ltd CEO Mr. Sunil Duggal has been ranked among India's Most 'value'able CEOs by Business World Dabur India Ltd has been listed among the Super 100 of India Inc.

5. SWOT ANALYSIS OF DABUR 31 .

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. HLL and Bajaj for Vatika Hair Oil) • New Entrants • Threat from substitutes (like Bryllcream for Vatika hair oil) . baidyanath and Zandu for Dabur Chyawanprash and Marico. • Innovation • Increasing income level of the middle class • Creating additional consumption pattern 32 THREATS • Existing Competition( like Himani.

33 .The Marketing Mix Product Place Target Market Price Promotion The firm attempts to generate a positive response in the target market by blending these four marketing mix variables in an optimal manner.

including a list of some of the aspects of each of the 4Ps. Summary of Marketing Mix Decisions Product Functionality Appearance Quality Packaging Brand Warranty Service/Suppor t Price List price Discounts Allowances Financing Leasing options Place Promotion Channel members Advertising Channel motivation Market coverage Locations Logistics Service levels Personal selling Public relations Message Media Budget DABUR FOODS SELLING PROCESS  Dabur food process of selling starts from stockiest.A Summary Table of the Marketing Mix The following table summarizes the marketing mix decisions.  Stockiest pay the money to dabur foods through demand draft. 34 .

Service/Support: Dabur foods provide full support to its stockiest. Packaging: Dabur products packaging is done in such a way that its juices does not get expired before 6 months inspite of perishable products. MARKETING HOW DABUR FOODS IS USING MIX Product Appearance: Dabur tries to make its products appear very attractive. Brand: Dabur itself is a very reputed and well known brand in the market and its Real juice is also known all over India. Quality: Quality of the product is really unmatchable as it is tested number of times and its products are processed using very advanced machinery and technology.  Retailer finally sells the products to consumers. what so ever the problem is Price 35 . Stockiest further sells the products to retailers. Warranty: Dabur as such does not gives any warranty but if there is any problem in its products before expiry then they replace the product. retailers and consumers.

stockiest and consumer from time to time. Allowances: Special allowances are gicen to stockiest sales man if he acives his targets. Channel motivation: Channel motivation for dabur is pull and push strategy. Promotion Advertising: Dabur products are advertised through television. Locations: Dabur foods try to cover or tries to place its products in each and every shop and every location. Discounts: There are different discounts for retailers. Market coverage: Dabur Foods has a distribution network that covers 175 towns and 75 thousand retail outlets making its product available to the consumers across the country at ease. Place Channel members: Channel members or business partners of dabur are its stockiest. retailers.List price: Dabur decide its price according to its competitors and the price structure is different for retailers and stockiest. Same for less & more for same 36 . newspapers. Personal selling: Dabur hardly do any personal selling except in tent shows and road shows. magazine etc.

thereby 37 . She may seek the advice of a salesperson given that a salesperson can help her realize the right car given those criteria.Media: Media of promotion is TV. However. salespeople have specialized knowledge of products that can help consumers make an informed decision. Budget: Budget is Decided by finance team for different strategic business unit. in reality this is not always the case. In this context. Radio. magazine. Critique of selling In theory. This can be a socially useful function. the salesperson may have usefully helped the customer re-evaluate her needs. newspapers. Take for example the purchasing of a car: a consumer may have a set of cars in mind (called an evoked set) that she feels match her needs. a salesperson may also talk a consumer into purchasing a more expensive or perhaps larger car then she needs or can afford. the purpose of selling is to help a customer realize his or her goals in an economic fashion. wants and budget. However. Customers can be influenced to purchase a product or service that initially was not of interest to them. Some salespeople are trained in the art of selling customers things they don't need.

This again would be a helpful and useful service provided by the salesperson.T. English proverbs) This dysfunctional behavior is encouraged by: Incentives of salespeople to increase their total number of sales." (P. despite the fact that a customer may be better to wait for the new product 38 . On the other hand. indeed. Barnum. especially where retailers keep track of sales or offer commission-based salaries  Incentives from the manufactures of products or the companies of service providers to salespeople to sell their products where other similar products offered by competitors are offered  The incentive to sell a customer a product that is in need of being cleared out.establishing a new set of appropriate choices among which included the newer or large car. it is sometimes the case that customers purchase a product or service that was not initially intended and remains an inappropriate purchase after the fact. the consumer in this scenario can be held partially responsible for the inappropriate purchase. However. "A fool and his money are soon parted.

Channel Of Distributions Manufacturing Plant Clearing and forwarding agent (different regions) Stockist A Stockist B Stockist C Retailers Retailers Retailers Retailers Retailers Retailers 39 .B.

components and capital equipment). From here the goods finally reaches to Customers. this work is generally done by stockiest salesman through ready stock or by taking orders first and then placing the order. from here goods reaches to large number of Retailers and it is the duty of Stockiest to take orders from retailers and then supply the goods to them. here first the products are manufactured and from Manufacturing plants the packed goods are supplied to Clearing And Forwarding Agents(C&FA) and from here the goods are then further supplied to number of Stockiest or Distributors. Supply Chain Management: Supply chain management starts before physical distribution: it involves procuring the right inputs (raw materials. converting them into finished products and dispatching them to the final destinations. Customer purchases the product from retailers. The supply chain perspective can help identify superior suppliers and distributors and 40 .CONSUMERS The above diagram it shows channel of distribution of dabur foods. This was the basic Channel of Distribution used by Dabur Foods. now I will throw light on each channel of distribution of Dabur Foods.

PROCUREMENT & TRANSPORT: • Getting the raw material and packaging material requirement from the production unit in charge • Constant updates on the procurement of materials and transport details • Production details and ingredient content information from the different personnel and coordinating this activity PACKAGING: 41 . Dabur has its manufacturing plant at Nepal and at Jaipur where juice is manufactured and tested. which ultimately brings down the company’s costs.help them improve productivity. A broader view sees a company at the center of a value network that includes its suppliers. MANUFACTURING PLANT: Dabur Foods has Number of products in its product line but its main area of interest or the product on which they concentrate the most is Real Juice & Coolers. government approval agencies and so on. The value network includes valued relations with others such as university researchers. its immediate customers and their end customers.

Delhi NCR there is one C&FA whish is situated in Mohan Nagar.  42 .  They charge dabur for stocking the good and even dabur don’t mind doing so as it is a measure of cost cutting as well as there is no need for gowdowns and maintenance. here all goods which dabur foods hare kept here.  Clearing and Forwarding Agents is a third party and Dabur gives contract to them.  For Ghazizbad.  Here C&FA keep or stock the goods with them.• Approval and coordination of production unit the supply of packaging material to the CLEARING AND FORWARDING AGENTA (C&FA) From manufacturing plant the stock is transported or supplied to clearing and forwarding agents. so company has nothing to do in building the relationship with them. Meerut.

 Stockiest has some sales men working under him.  Merchandising.  Companies’ sales officer keeps a check on the stockiest and monthly report is also prepared which is further analyzed by ASM & ZSM.  Sales man either take ready stock with them or they first take orders and then supply goods later on. means sales man has to daily cover the route as mention in the beat. Their work is to place the products in the market and take order from retailers and then supply goods to them. RETAILERS 43 . pasting posters.C.  There is a beat which is a schedule route of sales man. and in Ghaziabad 1 D. and seeing that goods are properly placed in the retail outlets is also the duty of stockiest sales man. they are known as stockiest sales man. STOCKIEST OR DISTRIBUTORS  Stockiest store the products in their godowns. putting banners. making products visible.  In Noida Dabur has 1 stockist. C&FA supplies the goods to them as per their order.

000  Margin of retailers is always higher than stockiest.  Stockiest supplies goods to retailers and tries Persuading retailers to give the brand special displays (using merchandising tools) to get affective brand presence. E. TYPES OF RETAILS OUTLETS Class A B C Average Monthly Business Above 10. 44 . and arranging it in more noticeable manner.000 Upto 5.000 5. Retailers are backbone of the company as they are the one who can take the product on new heights or can bring it down to toes.000-10.  Dabur Foods has a distribution network that covers 175 towns and 75 thousand retail outlets making its product available to the consumers across the country at ease.  Classification of outlets in different type of markets is different according to their sales volume. TYPES OF RETAIL MARKET The retail market can be classified on the basis of magnitude of retail.  Retailers are the one who have direct contact with the customers.

SCATTERED MARKET Lesser no. CHAIN OUTLETS Having more than one key outlet all across with a single control unit and central purchasing strategy 45 . of outlets. of retail outlets in chunk SUPER MARKET Through their superior information . and Extensive outlets BLOCK MARKET Large no.logistical systems and buying power deliver good service and immense volumes of products at attractive prices.

Egypt and . Hajmola. Saudi Arabia .7. the natural healthcare brand with products like Chyawanprash and Pudin Hara. Real which offers fruit beverages and has products like Real Fruit juices. shampoos and hair creams market. Dabur has decided to take two of its five power brands — Dabur and Vatika — global through its Dubai-based arm Dabur India . Dabur International. under its new brand architecture. We expect our market share to double within two years in the 10 countries we will focus on initially. Pakistan . the tasty digestive brand with Hajmola candy. a herbal beauty brand with products like Vatika Shampoo. GCC and SAARC countries. Hair oil and Fairness Face pack. Nature4u. has five power brands under its portfolio with distinct offerings — Vatika. CEO. Dabur. “We have drawn an aggressive plan to launch Dabur and Vatika globally. Oman. starting from the Middle East . And the Big B and Rani Mukherjee will help the company get a toehold in the world’s herbal hair oil. Fun2 and Anardana Churna. Kuwait . Nigeria.’’ said Mr Arvind Kumar. THE FUTURE FOR DABUR Tapping the world markets: Dabur India. The Rs 1. To develop Dabur International as its major overseas hub to service all markets 46 Bangladesh. by now launching it in the burgeoning Gulf market. and the recently launched Anmol which is a cross category value-for-money brand. Bahrain .232-crore FMCG major has also decided to give a new impetus to its international food supplement brand. It is currently being sold only in UK and EU. Lemoneez. The 10 top-of-mind markets for Dabur right now are UAE.

Growing market share: While there is no doubt that Dabur now has a presence in several product categories ranging from hair care to oral care to home care to health supplements to juices and even soaps. Dabur India has been selling its product in Dubai and GCC countries since 1992 through a franchise — Redrock Limited. Dabur has identified foods. The company plans to ramp up its home care business and in the food category it is looking at expanding its Hommade range of cooking pastes and purees. For instance. Dabur only has a 6% market share in shampoos against HLL’s 53%. which currently accounts for around 15% of its total sales. home care products. the company launched the Dabur Anmol cold cream last year and its Vatika honey and saffron soap is currently under test launch.’’ says Mr Narang. it is also true that in some of these segments its market share is very low and trails the market leader by a huge margin. and a 12% share in the oral care segment against Colgate’s 46%. In the skin care segment. Drivers of growth: For the future. skin care and OTC health care products as its growth engines. This gives us opportunity to penetrate these categories.except Russia . Expansion in south India: Dabur is looking at expanding its business in south India. the company is setting up a new plant which is expected to be ready in a year. Dabur International already has a plant in Jabel Ali to both package products sourced from India and produce some local variants. The company had acquired this franchise last year at investments of about USD five million. 47 . Company officials believe that low market share means that there are substantial growth opportunities even if these categories do not grow. “Our market shares are low in some segments.

Objectives of the Study:- • To understand the demand pattern of Dabur Chyawanprash products in the rural market. • To analysis market petition strategy of Dabur for rural market. • To know the amount of household income spent on the consumption of FMCG products of Dabur. 48 . • To understand the image of the products in the eyes of the consumers.

2.Research Methodology Data collection Sample unit: 1) working people (including men & women) & housewife 2) college students 3) school students 4) senior citizens 5) Retailer Sample size: 1. 3. 5. working people & housewife: 30% college students: 25% school students: 20% senior citizens: 10% Retailer :10% 49 . 4.

Words used in questionnaire will be readily understandable to all respondent. Sampling region: Sampling region will be Ropar (punjab) Data collection method: 1. internet. etc. research papers. 2. magazines. journals. Also technical jargons will be avoided to ensure that there is no confusion for respondents. Research instruments: Questionnaire design: As the questionnaire is self administrated one. 50 . the survey will be simple and user friendly. Primary data: It will be collected with the help of a self administered questionnaire.Sampling techniques: Judgmental sampling techniques used. news papers. Secondary data: it will be collected with the help of books.

PREFERRED BRAND 51 .Data analysis will be done with the help of MS Excel and SPSS Software. 8 DATA ANALYSIS DABUR CHYAWANPRASH 1. AWARNESS LEVEL 2.Data Analysis: .

SATISFACTION LEVEL 52 .60 50 40 30 20 10 0 ZANDU HIMANI BAIDYANATH DABUR PERCENTAGE 3.

4. REASONS FOR SELECTING A PARTICULAR BRAND 53 .

54 .5. FREQUENCY OF PURCHARE 60 50 40 30 20 10 0 ONE MONTH TWO MONTHS SIX MONTHS PERCENTAGE .

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Which brands of Chyawanprash do you stock? 2.RETAILER SURVEY RESULTS DABUR CHYAWANPRASH 1.Out of these which are the most preferred? 56 .

3.What is the profile of your typical consumer? 57 . According to you what are the reasons for customers’ preferences? 4.

What schemes are you offered by the companies? 58 .5.

According to you.What schemes does a consumer prefer most? 7.6. does in-store advertising have an affect on the consumers’ preference? 59 .

Do a change in price affect their preferences? 60 .8.

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Dabur could start a venture called Vatika hair care centre which would provide total hair care solutions. It could have hair care experts to solve hair problems. treatment for split ends. straightening of hair. 62 .  More initiatives like “ Dabur ki Deewar” to increase brand visibility. It is an initiative to occupy shelf space. Reaching out to new geographies. Vatika hair care centre: On the lines of Marico’s Kaya Skin Clinic. efficacious.Services could include dandruff treatment.RECOMMENDATIONS     Focus on growing core brands across categories.   Provide consumers with innovative products within easy reach.  Position Dabur Chyawanprash as not more of a medicine but as something which is necessary for health. Improve operational efficiencies by leveraging technology. within Hapur area. Be the preferred company to meet the health and personal grooming needs of our target consumers with safe. natural solutions by synthesizing the deep knowledge of ayurveda and herbs with modern science.etc.

and had grown to a business level in 2003 of about 650 million dollars per year. Zandu and Himani. which together with Dabur have about 85% of India's domestic market. Dabur is India's largest Ayurvedic medicine supplier and the fourth largest producer of FMCG. We have tried to analyse the competition for Dabur in the Chyawanprash segment as follows: 63 . though only a fraction of that is involved with Ayurvedic medicine.COMPETITOR ANALYSIS The key competitor’s of Dabur in the Chyawanprash segment are Baidyanath. It was established in 1884. Dabur Chyawanprash (herbal honey) has a market share of 61%.

named after an 18th-century Ayurvedic. one of its international products is Shikakai (soap pod) Shampoo. founded in 1974. the company is mainly involved with 64 . pharmaceuticals were added.Sri Baidyanath Ayurvedic Bhawan Ltd. The Himani Group. and specializes in Ayurvedic medicines. (Baidyanath for short) was founded in 1917 in Calcutta. though it has recently expanded into the FMCG sector with cosmetic and hair care products.Its Chyawanprash has a market share of 10%. but the pharmaceutical division was separated off about 30 years later). doing 110 million dollars of business annually. provides a diverse range of products. The company focuses primarily on Ayurvedic products (in 1930. though only a portion is involved with Ayurvedic products. Zandu Pharmaceutical Works was incorporated in Bombay in 1919. through its Himani line.

but also provides Chyawanprash and other health products. B. ever busy housewives and the aged. competitive youth. The segments that it considers are growing kids. It comes under the category of health supplements. 65 . STP ANALYSIS OF DABUR CHYAWANPRASH SEGMENTATION Dabur Chyawanprash is the market leader in the Chyawanprash segment.Its market share is 12%.toiletries and cosmetics.

For the growing kids: In today's competitive environment. For the competitive youth: Modern life keeps the youth busy and demands them to be active and efficient. 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. For the aged: Old age weakens a person physically and mentally. 66 . the children are under high pressure to excel.

youth and kids . housewives. who represents an urban ambitious non-user with a mindset that Chyawanprash is not for him. thus reaching out to kids. chyawanprash was supposed to be a health supplement for the aged and kids.TARGETING Traditionally. Vivek. meets his moment of truth when outperformed by a young Chyawanprash user. His final conversion from a non-user to a Chyawanprash user connects with the Youth. Amitabh has been projected as a user of Chyawanprash attempting to establish the relevance of DCP amongst the adults in today’s demanding lifestyle. These two ads compliment each other and connect very well with the targeted consumers 67 . Dabur Chyawanprash (DCP) is now targeting adults.This it is trying to achieve through its promotion activities by making Amitabh Bacchan and Vivek Oberoi do the endorsement act.

improving stamina. improving lung function. Brand Trust: Over 100 years of Dabur’s experience in Ayurveda ensures selection. 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. relieving stress. Holistic Health benefit of Ayurveda: Dabur Chyawanprash helps in stimulating immune system. fighting respiratory infections & building resistance to disease. The brand conveys this health conscious holistic view of the product. fighting aging through antioxidant property.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. processing and quality control of right herbs along with scientific and clinical studies – makes DCP a trustworthy offering for consumers. 68 . Consumers view DCP as a product by a trusted brand and therefore do not need to think twice before making a purchasing decision.

The mix shall be analyzed as followed: • Product • Price 69 . pricing strategy.C. easy availability and promotion campaigns. we shall be discussing the 4 Ps of marketing mix with respect to Dabur Chyawanprash. In the marketing mix of Dabur. MARKETING MIX OF DABUR CHYAWANPRASH Dabur Chyawanprash is the market leader in the chyawanprash segment and has achieved this with its innovative product offering.

• Place Product • Product Variety • Quality • Design • Features • Brand Names • Services • Promotion Price • List Price • Discount • Financing Schemes • Credit Terms Promotion • Advertising Promotion • Public Relations • Sponsorships • Internet Marketing Place & • Channels • Location • Inventory 70 .

Ashwagandha. improving stamina.D. The principal ingredient Amla (Indian Gooseberry) acts as an anti-oxidant and immuno-stimulant. improving lung function. Ingredients of Dabur Chyawanprash • Vishwast Amla. fighting aging through anti-oxidant property. The product is essentially a health supplement. fighting respiratory infections & building resistance to disease. Dashmul. Dabur Chyawanprash helps in stimulating immune system. relieving stress. In 50s Dabur pioneered the concept of branded Chyawanprash and since has invested heavily in product development. Ghrit and several other herbs and herbal extracts. clinical studies and consumer awareness. PRODUCT Dabur Chyawanprash is the leader in the Chyawanprash category and enjoys a market share of 61 per cent. Known as the “elixir of life”. Chyawanprash has (clinically) proven benefits in maintaining smooth body functioning. Hareetaki. It is these properties that make Dabur Chyawanprash a preferred choice for its users. 71 .

• Special Vishwast fortified with additional health beneficial herbs like Keshar. Akarkara etc. 72 . Available in: Dabur Chyawanprash is available in three sizes to cater to the needs of different types of people. Later Dabur came out with its new packet of Chyawanprash with Amitabh Bachchan as their brand ambassador. Packaging: n The figure above shows the evolution of the packaging of Dabur Chyawanprash. Dabur continuously innovates the package and branding of its chayawanprash. It launched Dabur Chyawanprash first in 1949 in a tin pack and it was the first branded Chyawanprash in India. It also received “Brand Relaunch of the Year “award from IMA.

500 gram pack 3.110. 250 gram pack PRICE The pricing of Dabur chyawanprash is very competitive. 1kg 500gms 250gms 62.00 Rs.1. lower the price.00 Rs. Dabur chyawanprash uses second degree price discrimination i.e more the quantity. PRICE/QUALITY MATRIX 73 .195. One kilogram pack 2.00 Rs.

A distribution of C & F agents and manufacturing locations is given below. 74 .Price→ Quality ↓ Luxury High Segment Ideal For Penetration DABUR CHYAWANPRASH Overpriced Middle Make The Low Sale Run and Unhappy Customers Average Real Bargain Cheap Goods Premiere Offering High Middle Low 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.

75 .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 PROMOTION The main form of promotional activities of Dabur chyawanprash are concentrated towards advertising and it has neglible sales promotional activities.

These advertisements are supposed to target the old and the younger generation respectively Thecompany has launched a new ad with M. Dabur chyawanprash is advertised on print media as well as on television.S.The ads have been created by McCann Ericsson and the company would be spending close to Rs 10 crore in promotional campaign this year. Ads are necessary because the images are still mouldable and fluid and the consumer’s sophistication level is low. The ads would also be translated in Bengali.Advertising Nothing can happen without establishing the brand’s heritage emphasizing technological prowess. Dhoni who is leader of Indian cricket team 76 . The company has launched two ads. one each with Amitabh and Vivek. 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. explaining benefits and building bonds with prospective buyers.

As 16% of the excise duty is exempted on food products in this budget . 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. sponsorships and media. Taste and Affordability) marketing module. ‘Minute- made’ and also US food giantssDel Monte are ready to hit the Chyawanprash .The brands such as that of Chyawanprash by vednath. Ashwagandha. a company has to create perceptions and cover them into realities. CONCLUSIONS The Chyawanprash Industry is yet to capture the beverage market in full swing.11. Packed Chyawanprash followed by Amla. the attributes most rated by the consumers. Many food companies including Dabur got benefited from it . It is an expensive proposition requiring huge expenditure on advertising. Lack of publicity has hampered the growth progress of the brand so aggressive advertising is needed to promote Chyawanprash and vatika hair oil brand . This could be well attributed to dabor successful ATA (Availability. the ideal company will be the one which combines the high end technology with consumer insight. be it in Chyawanprash industry. On the analysis of survey it was 77 Chyawanprash with its ‘sonacahndi. market very soon. The consumer’s patriotic love for tea and coffee is unfared. it is safe to conclude that dabur has hit off ratherwell with the masses. As the strategies of the companies keeps on changing. Within the market. Hareetaki. Dashmul. Chyawanprash are yet to establish their supplement use in the average household here in lies the great opportunities. Ghrit and several other herbs and herbal extracts. Thus. the market.

so it is better to stress on quality rather than on decreasing price to increase sales and profit.found that target Market of Chyawanprash want quality benefit rather then Price benefit. 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 . 78 .

superbrandsindia.com www.com www.12.net www.com 79 .com www.dabur.tutor2u.blonnet.com www. BIBLIOGRAPHY Books: Marketing Management:Twelfth Edition – Philip Kotler & Kevin Lane Keller Websites: www.google.brandchannel.

Where would you rate your brand on a scale of 1 – 5 (5 being highest)? • 1 • 2 80 . Any information provided by you will strictly be used for Academic Purpose.13 CONSUMER QUESTIONAIRE-DABUR CHYAWANPRASH Dear Respondent.Which brands of Chawanprash are you aware of? • Zandu • Himani • Baidyanath • Dabur 2. which will help us to study the consumer perception for Chyawanprash. Thanks for sparing few minutes to fill this questionnaire. 1.Which brand of Chawanprash do you use? • Zandu • Himani • Baidyanath • Dabur 3.

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 81 .How did you get to hear about this brand? • TV • Internet • Word of Mouth • Print 6..• 3 • 4 • 5 4.What are the primary reasons for which you use this particular brand? • Health • Brand Loyalty • Taste • Price 5.

7.Which pack size do you prefer? • 1 kg • 500 gm • 250 gm 8.On what parameters do you choose this pack size? • Availability • Price • Family size • Storage

9.How often do you buy? • Once a month • Once in two months • Once in six months 10.Are you satisfied with your brand? • Yes • No

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11) Please [√] the following attributes based on importance, which purchasing a

FMCG products. Attributes Product Specific Lowest price Offers running Price discount Retail brand Product quality Not so important Important Must have

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

4.What is the profile of your typical consumer? • High income • Middle income • Low income 5.What schemes are you offered by the companies? Price discounts • Buy one get one free • Others 6.What schemes does a consumer prefer most? • Price discounts • Buy one get one free • Others
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One week b. Two weeks c.7. does in-store advertising have an affect on the consumers’ preference? • Yes • No 8. In how many days you receive the product after placing the order? a.Does a change in price affect their preferences? • Yes • No 9. Monthly : 86 .According to you.

87 .