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Dabur, today one of the largest FMCG companies in India, was started by the Burman family in 1884 in Kolkata (West Bengal).With a legacy of 120 years built on attributes of quality and trust, Dabur has proven its expertise in the fields of health care, personal care, Homecare and Foods. The business based on the vision of founder Dr S K Burman - "What is life that cannot bring comfort to others", started as a small pharmacy selling healthcare products. Two decades later the company entered the specialized area of Ayurvedic medicines and branded its products. With growing demand, Dabur shifted its operations to Delhi in 1972 and a few years later set up full-fledged research operations in healthcare. In the early 1990s, with the economy opening up, the company identified various investment opportunities to accelerate its growth. The management also realized the importance of scaling up its operations and decided to go public during mid-nineties. It is during this time that the company also decided to professionalize its operations by curtailing the role of the promoter family and inducting professionals from outside to take charge. Subsequently in 1996, Dabur India set up its own foods division - Dabur Foods, as wholly owned subsidiary of Dabur India. The company, headquartered in Ghaziabad, Uttar Pradesh, is today listed on Indian stock exchanges and commands a valuation of over US$ 1.5 billion. Operating through various business divisions supported by manufacturing presence spread in India and overseas, the company has been ranked amongst the “Best under a Billion” list by Forbes. The company has over 12 manufacturing units in India & abroad. The international facilities are located in Nepal, Dubai, Bangladesh, Egypt and Nigeria. Three of the facilities in India are strategically located in excise duty free zones - Rudrapur (Uttaranchal), Baddi (Himachal Pradesh) and Jammu.With the acquisition of Balsara, Dabur now has additional facilities at Baddi & Silvassa (Dadar & Nagar Haveli).The company has a multifruit processing plant at Siliguri (West Bengal) for production of pulp and concentrates.This is a step taken by the company towards backward integration by locating this facility in proximity to its juice plant in Nepal. Dabur Foods, the subsidiary of Dabur India has also recently acquired a fruit juice plant in Jaipur (Rajasthan).
Dabur Hajmola The pie-chart below shows the contribution of different product categories to the Customer Health Division (CHD) of Dabur. 3 . Digestive and Confectionary products contribute 10% of total contribution in CHD of Dabur and least contribution is made by Home Care products. According to the chart. maximum contribution is made by Hair Care products followed by Oral Care products and Health Supplements.
dark place. 2. Hajmola Tablets Originally Ayurvedic digestive medicine. That's a great way to enjoy while staying healthy – with Hajmola Candy's khatta meetha taste and 4 fun-filled flavours.Dabur Hajmola The Product under Study The product for our study is Dabur Hajmola. Hajmola Candy: The zingy tangy candy that's fun to have any time of the day.Helps in proper digestion and relieves indigestion Usage Can be taken at any time of the day. Recommended Dose Adults and elderly: 1 .2 tablets Children: 1 tablet Overdose Caution Hajmola Tablets taken in large dose can cause irritation in the stomach.Increases appetite . 1. Chewing slowly improves the taste.Controls Dyspepsia . 4 . We have considered the following varients under the brand name of Dabur Hajmola. Mix of traditional Indian culinary herbs.Eases condition of flatulence . Health Benefits . Storage: Keep in a cool. First to be branded as a product. And what's more. it gets your digestive juices working better. spices and edible salts.
It contains mango pulp. Hajmola Mast Masala: Hajmola Mast Masala is a chaat masala with dual benefit. It has a chatpata taste with the benefits of good digestive element. Hajmola Candy Fun2: Hajmola Candy brings in an innovative and exciting offering in the confectionary categoryHajmola Fun2Candy.” 4.Dabur Hajmola 3. mixed spices and citric acid. 5. imli pulp. Hajmola Yumstick Hajmola Yumstick has a yummy taste of Aam and Imli in a convenient stick format. “A centre filled candy 2 times masty and 2 times the taste. 5 .
6 . Hajmola Anardana: Hajmola Anardana Churan.Dabur Hajmola 6. with its unique chatpata taste and do good properties. is the first branded churan in the market.
3. No. S. Rangeela Santra Peech. 5. Dabur Brand Hajmola Digestive tablets Hajmola Candy Product Varients Imli. 4. 8. ITC S. Pangebaaz Pineapple. Ltd. 7. Following table shows the players along with their Brands and product variants that are taken for consideration. 4.G. Pharma Anil Foods Hamdard Poddar Alka Ayurvedic Pvt. 3. Major Competitors: 1.G. Name of the organization 1. Awaleha Albela Aam. ITC Divya Pharmacy Hajmola Anardana Satmola Digestive tablets Kaccha Aam Jaljeera Chatmola Jeeragol Candy Pachnol Gasgo Pachmolla Khatmolla Canyman Pachak Anardana **Dabur has products. Green.S. Mango.Dabur Hajmola Competition Analysis As a part of our project we will be taking into account various players in Digestive and Confectionary (Hard-boiled Candies) market. S. 6.S. Pharma Divya Pharmacy Anil Foods 7 .Hajmola Mast Masala and Hajmola Yumstick but as they are not available in Gurgaon so we have not taken it into consideration. Chulbuli Imli. Litchi Churn and tablets Albelu Imli - Hajmola Fun 2 Candy 2. 2.
Ayurveda. Reducing tariff levels and dumping can be a threat to survival of products and industry. Successful experience in innovative process chemistry. Divya Pharmacy. Well developed engineering base to produce wide range of pharmaceutical equipment and machinery. Lack of clearly articulated and facilitative national IPR policies. Rapidly changing standards of quality and manufacturing at the international level. Consumers moving up the valuechain. Lack of innovative R&D culture in industry. Inadequate trained manpower in emerging areas.Dabur Hajmola SWOT ANALYSIS OF DABUR STRENGTHS: A very rich base of traditional knowledge in therapeutics i. Lack of strategy to bring convergence between aspirations of the `small’ and `big’ players. Rising demand of the Ayurvedic products of prospective competitor i. Potential for clinical research and initiating clinical trials. Modern Trade Management. THREATS: Inability to cope-up with the rapidly changing new discovery technologies and processes at the global level. WEAKNESSES: Sub-critical R&D investments. Relatively low priced products. Strong Media and Advertising Management. Poor networking among constituents in the innovation chain. Sidha & Unani.e. Agronomy initiative to ensure supply of rare medicinal herbs.8 million retail outlets. Strong Product Adaptation. Distributions reach of 1. High quality products. Opportunity to improve quality standards. OPPORTUNITIES: Due to rising costs of R&D overseas. Expertise to blend knowledge of traditional medicines with modern science. greater tendency towards outsourcing and networking. Distortion in priority and public concern on health & Pharma issues.e. Retail Survey Analysis 8 .
Market Share of Dabur Hajmola (Competition-wise) This pie chart shows Market Share of Dabur Hajmola the competition that 0% Dabur is facing from 1% the other major 5% 1% players existing in the Dabur industry.Hajmola Fun2Candy and Hajmola Anardana contribute about 3 percent and 4 percent respectively of total revenue. Thus Hajmola Tablets 47% maximum revenue of Hajmola Candy Dabur Hajmola in Hajmola Fun 2 Candy Gurgaon comes from Hajmola Anardana 46% Hajmola tablets and Candy with 47 percent and 46 percent of total revenue respectively. Pharma is ITC and S. Market Share of Dabur Hajmola (Area-wise) Diatribution of Market Share of Dabur Hajmola among its varients 9 . Distribution of market share of Dabur Hajmola among its varients This chart shows the distribution of market share of Dabur Hajmola among its variants. Hajmola tablets have the 3% 4% maximum share follwed by Hajmola Candy.S.S. Divya Anil Foods Pharmacy and Anil Foods are other competitors.G. Market Share: This helped in finding the market share of Dabur Hajmola with respect to other players and the market share of various variants of Dabur Hajmola. The closest ITC competitor of Dabur S. The 93% chart clearly shows that Dabur is the market leader with 93% share in Digestive and Confectionary (hard.G.Dabur Hajmola Our survey analysis gave us the following results in various segments.boiled candies) industry. Divya Pharmacy Pharma.
The chart clearly shows that maximum revenue comes from North zone followed by East zone. This is because of the fact that north zone has the maximum number of stores and shops penetration as compared to any other zone. Least contribution is made by Sector 4. 5 and 14. This is because maximum number of shops and stores are located in Palam Vihar. 18% 2% 8% East Zone South Zone North Zone West Zone 72% Market share of Dabur Hajmola ( On the basis of type of outlet it is available in) 10 .e. 72% followed by Old Gurgaon area which contributes 16% of total revenue. Maximum contribution is made by Palam Vihar i. Market Share of Dabur Hajmola (Zone-wise) Distribution of Dabur Hajmola (Zone-wise) We have also Segmented total Gurgaon in four zones and have tried to find out the contribution of each zone in the total revenue of Dabur Hajmola from Gurgaon.Dabur Hajmola The Distribution of Dabur Hajmola (Area-wise) 2%2% 8% 16% Old Gurgaon ( Palam Vihar Sector 14 Sector 4-5 South City 72% above chart shows the area wise distribution of Dabur Hajmola which we got from the survey.
Dabur Hajmola Availability of Dabur Hajmola Departmental Store 2% 2% 2% 2% Medical Store 24% General Store Kirana Shops Bakery Shops Sweets Ssops 48% 20% Canteen of Institutes According to this pie-chart. PRODUCT/MARKET PROFITABILITY 11 . Sweets Shops and Canteens contribute about 2 percent of total quantities sold as they are very few in number. Bakery Shops. maximum quantities of Dabur Hajmola in Gurgaon sell through General Stores followed by Departmental Stores and Medical Stores. The Kirana Sops. The quantity of Dabur Hajmola sold by each General Store is less as compared to the Departmental Store but as they are many in numbers their contribution is highest in the total quantities sold of Dabur Hajmola from Gurgaon.
**Dabur Hajmola also lies in this quadrant with 93% of market share and offering high product quality. Products in this quadrant are often oriented to a mass 12 . 20% ROI: • High Market Share • Low Product Quality Your offering is in the quadrant that averages about 20 percent return on investment. they are prepared to pay more for it. 40% ROI: • High Market Share • High Product Quality Your offering is in the best quadrant. If customers perceive the offering as being of higher quality. Companies which are able to combine high product quality with high market share average around 40 percent return on investment. and product quality. This matrix displays this relationship. Here we consider quality of all aspects of your offer. market share. These profits probably result from low costs as a result of economies of scale made possible by the high market share.Dabur Hajmola Profit Impact of Market Studies (PIMS) research has shown that there is a clear relationship between profitability.
though its market share is initially low but it is offering high quality products with Ayurvedic ingredients and is a prospective threat to Dabur Hajmola.Dabur Hajmola market and are generally quite difficult to differentiate. Although you have a low market share. 20% ROI: • Low Market Share • High Product Quality Your offering is in the group that averages a 20 percent return on investment.S. customers are willing to pay a higher price for the product.Pharma competitor of Dabur Hajmola lies in this quadrant with 1% market share and offering low quality as compared to Hajmola. **S. The principle criterion for purchase is price. Companies in this quadrant generally consider withdrawing their offering and making investments elsewhere. COMPETITIVE ADVANTAGE 13 .G. **Divya Pharmacy lies in this quadrant. Low Return: • Low Market Share • Low Product Quality Your offering is in the quadrant where profitability is generally very low. Both market share and product quality are below average.
14 . • Freedom to compete at any price. Maintain Specialty: • Differentiation: High Relative costs: High • Indicates a specialty company that markets unique products at premium price. It measures relative costs and the degree to which the organization can differentiate its products/services from those of its competitors. If you can maintain your cost advantage. • The only hope for success is rapid growth of the market. you can compete well as the lowest cost producer.Dabur Hajmola This matrix examines how an organization might gain a competitive advantage. Outstanding Success: • Differentiation: High Relative Costs: Low • Outstanding opportunity for success. **Dabur’s Hajmola lies in this quadrant where it provides vast customer base with relatively low costs but high product differentiation through high quality. Hope for Growth Market: • Differentiation: Low Relative costs: High • You have high costs and a commodity type of product. Maintain Cost Advantage: • Differentiation: Low Relative costs: Low • Your products or services are much like your competitors'.
3. 15 percent of the consumers are influenced by the taste of Dabur Hajmola. 4. This reflects the pre-purchase decision making of the consumer before the actual point of purchase. 2. The zingy and tangy taste of Dabur Hajmola influence them to purchase it vis. Advertisement (6% of the customers) and Easy Availability (10% of the customers) were among the least counted factors that accounted for the purchase of a particular brand of Digestive tablets and candies. It also helps in proper digestion and relieves indigestion. helps in easing condition of flatulence. The traditional Indian Culinary mix of herbs and spices it contains. Thus a brand with a high trust value for an individual consumer is a major factor to influencing consumer buying and comes only after the Main ingredients on 16% of the consumer’s priority list. 15 Celebrity Endorsement Easy Availability Taste Brand Price Packaging .Dabur Hajmola Consumer Survey Analysis The Customer survey included a question which inquired about the factors that influence the consumers to make a decision on which brand of Digestive tablet and Candies they wished to buy. The trends reflected are summarized in the following chart: Factors Influencing Customers Purchase Decision 30% 25% 20% 15% 10% 5% 0% 25% 16% 15% 12% 10% 6% 6% 10% Series1 Advertising Main Ingredients Interpretations: 1.vis its competition. Brand trust is a major factor that affects consumer’s buying patterns. Controlling Dyspepsia.a. Customers having Celebrity Endorsement (6%) . and increasing appetite. 25 percent of the customers are influenced by the main ingredient Dabur Hajmola contains.
Dabur has a high brand loyalty among its consumers. it showed a higher level of brand as well as shop loyalty. The options were helpful in giving us a better insight to the brand loyalty among the customers. Only 6% of its customers responded with the option which showed low brand loyalty.Dabur Hajmola Brand Loyalty towards Dabur The questionare tried to query the customers of Dabur Hajmola about their response if they were to not get Dabur Hajmola at their Shop of purchase. The second option of going to another shop to purchase the Dabur product showed a high level of brand loyalty but low level of shop loyalty. If the customer chose to postpone his/her purchase of the product to a later date. The first option of buying another brand was to see if the customer was indifferent among the various brands available in the market. 16 .
**S. You should not be complacent. 17 . you should continue to work to maintain that loyalty. Develop Loyalty: • High Market Growth • Low Customer Loyalty There are clear long term advantages to developing customer loyalty in this quadrant. **Divya Pharmacy’s products lies in this quadrant with only 1% market share but high customer loyalty and its customers are hard core loyals.G Pharma’s products lies in this quadrant with only 1% market share and low customer loyalty and customers are high switchers. Maintain Loyalty: • High Market Growth • High Customer Loyalty This quadrant indicates success. Your actions should be focused at the efforts required to secure this loyalty. However. You should be reaping the rewards of customer loyalty.S. **Dabur Hajmola lies in this category with only 6% customers with low brand loyalty.Dabur Hajmola PRODUCT LIFE CYCLE/CUSTOMER’S LOYALTY This chart illustrates the value of customer loyalty in markets with different levels of growth.
so do not overspend in this environment. even in a low-growth market. 18 . take care not to do anything to lose that loyalty. Try Not to Lose It: • Low Market Growth • High Customer Loyalty Some customers are very loyal to their suppliers. If you have developed their trust and support.Dabur Hajmola Specialist Company: • Low Market Growth • Low Customer Loyalty The low market growth makes it questionable for you to spend resources in building customer loyalty. If you are a specialist company or are in the embryonic stage of a market. your efforts may be justified. The market is probably mature.
to have a unique identity in customer’s mind. 19 . This chart illustrates the relationship between these factors as it relates to you and your competitors.Dabur Hajmola TENDENCY TO BUY Buying decisions are influenced by many factors. Two of the most important factors are the nature of the product itself and the extent to which the customer knows and trusts the supplier. You Have It Made: • Well known company • Unique Product This quadrant implies success. **This quadrant is the aspiring and most sought after segment for most products and for Dabur’s Hajmola also. Promotion: • Well known company • Me-too Product Your company is well known but your product offers little differential advantage over its competition. Most of your customers rebuy from you most of the time if you fall into this category. The success you can expect will depend largely on your skills in sales and your efforts in the general promotion of your product. **Dabur’s Hajmola lies in this quadrant as the company is well established and has aggressive advertising strategies with focus on brand endorsements combined with high and effective sales promotion strategies.
Your best chance for survival is to differentiate your product to make it attractive for some subgroup of customers. Advertising: • Unknown company • Unique Product Customers are suspicious about dealing with companies which are unknown even if they have superior products.Dabur Hajmola Focused Differentiation: • Unknown company • Me-Too Product Most customers will not buy from you. Your must focus your efforts in these areas of marketing to be successful. 20 . It is going to be difficult. though it offers unique products but is not aggressive advertiser. **Divya Pharmacy’s products lie in this particular quadrant. Your success depends on the impact that sales and advertising make on your image.
Its candies are available in many flavours. Controlling Dyspepsia. litchi. PRODUCT • Dabur Hajmola has a very broad product line which includes Dabur Hajmola digestive tablets.aam. and increasing appetite. The company uses Amitabh Bachchan as its brand ambassador and tries to cash in on his popularity. • • PRICE • • • Dabur Hajmola is a low-priced product. pineapple. Digestive and Tasty. It also helps in proper digestion and relieves indigestion. Hajmola Mast Masala. Promotion on mass media such as television is done by the company centrally. Dabur Hajmola Mast Masala is being promoted on dual-benefit i. Dabur Hajmola offers various new and innovative variants in its product line. Dabur Hajmola Tablets are promoted on Health platform as an Ayurvedic and Digestive tablets. Dabur Hajmola Candy and Yumstick if famous among children as it is low-priced and can be bought in quantities with their pocket money.e. Dabur Hajmola tablets are preferred by consumers of all age groups and consumers belonging to 35 plus age group consume it on daily basis. Dabur Hajmola is famous for its traditional Indian Culinary mix of herbs and spices that helps in easing condition of flatulence. Yumstick and Anardana are promoted on Taste platform as zingy and tangy products. PROMOTION • • • • • Dabur Hajmola has different promotional strategies for its different products. Hajmola Anardana. and Hajmola Yumstick. Dabur Hajmola Candy. imli.Dabur Hajmola Present Performance Of Dabur Hajmola Present performance of Dabur Hajmola on 4Ps of marketing On the basis of Retail Audit and retailers’ response we have tried to analyze the present performance of Dabur hajmola on 4 Ps of marketing. 21 . Hajmola Candy. etc.
Mother Depots. 2. 4-level distribution channel: Manufacturing locationMother DepotsC&F Agents Distributors ↓ CustomersRetailers 3. The Mother Depots then distribute it to various C&F Agents who thereafter distribute them to various distributors. Zero –level distribution channel: Manufacturing locationExport Customers • Dabur Hajmola tablets and Hajmola Candy have a very strong distribution in Gurgaon but its other brands viz. Hajmola Mast Masala and Yumstick are not at all 22 . Institutions and Export Customers.Dabur Hajmola PLACE • Dabur Hajmola’a Supply Chain Flow Chart The various products of Dabur Hajmola are moved from its manufacturing location to Carry & Forward Agents (C&F Agents). The distribution channels followed are of 4 types: 1. From these distributors it goes to retailers. One-level distribution channel: Manufacturing locationInstitutionsCustomers 4. 3-level distribution channel: Manufacturing locationC&F AgentsDistributorsRetailersCustomers.
As it is market leader it needs to strengthen its position in the market. 23 . It has 93% market Share and therefore we can increase its market size by devising appropriate strategies. Hajmola Anardana and Hajmola Fun2Candy are somewhat weak in their distribution. BCG Matrix Dabur Hajmola has High Business Growth and High Market Share and hence has a Star position. All the competitors of Dabur Hajmola are at the position of Question Marks as the Business Growth is high but their Relative Market Share is low.Dabur Hajmola available in Gurgaon.
Provided to licensed Ice-Cream Vendors. hair strengthening and proper digestion. PLACE Provided as a replacement or complement with mouth refreshments in restaurants/food chains. . thus can reach the target 24 . These will be targeted towards consumers in the age group of 35 and above. Restaurant owners can be provided with commission after setting off profit margins of the company. so as to be within the reach of children. improving the eye sight. These offerings would be unique for Dabur Hajmola and can boost its stagnant growth in the Digestive segment. Can be placed at Counters in Showrooms/Malls. Dabur Hajmola Amla Candy will be provided in pack size of 500 gms priced at Rs. The heights of these counters should not be more than 3 fts.Dabur Hajmola STRATEGIES FOR INCREASING MARKET SIZE PRODUCT Providing new variants of Dabur Hajmola Tablets in form of new flavors. We are planning to introduce Dabur Hajmola Amla Candy. Dabur Hajmola Tablets in the flavours of Aijwain and Black Salt will be priced at Rs. 95. Dabur Hajmola Anardana will be supplied in the form of small sachets. PRICE Dabur Hajmola Anardana sachets will be priced at Re. These candies will help in blood purification. 20 for 110 tablets. Counters mean the cash or delivery counters. 50 and 1 kg priced at Rs. 1 per sachet. These licensed Ice-Cream Vendors are present in every nook and corners of the country. The target segment for this strategy is children above 4 years. namely Tablets with Aijwan & Black Salt as ingredients.
Supplied to Low cost Airlines/Railway Catering Agencies. These vendors can be hired on commission basis directly or through particular Ice-Cream manufacturing companies.Dabur Hajmola segment of Hajmola Candy i. children.e. Endorsements by health care professionals. The distribution of some products of Dabur Hajmola viz. PROMOTION Children are a primary next focus for the company and it needs to channelise adequate promotion focus through such media as Cartoon Channel and other children related programmes. as customers can trust these professionals due to their profession and experience 25 . Dabur Hajmola to promote its Digestive segment can engage it’s products to be endorsed by health care professionals. we are planning to enhance its shelf space by providing prompt delivery to the retailers. Therefore. Hajmola Mast Masala and Hajmola Yumstick is very weak. Dabur Hajmola can enter into strategic alliance with Indian Railways or with various Zonal Railways catering services to supply Hajmola after the meals as a digestive tablet.
26 . But still our strategy is open to change if required.Gurgaon. These strategies will be rolled out in a phased manner as in requirement with our short term and long term objectives.Dabur Hajmola Conclusion All these plans have been prepared taking into consideration our test market. All the strategies should be implemented in a phased manner keeping both long term and short term objectives in mind. We would like to inform you that while preparing all these plans we have tried to consider every nook and corner and have left no stone unturned. And once successful it can be reconsidered and launched on the national and international stage.
http://blonnet. Marketing Management Rajan Saxena. accessed on January5.com/2002/02/13/stories/2002021301930400. 2007. 2006.financialexpress. 2007.Dabur Hajmola DISCLAIMER The results of this report are based on the survey conducted by our team in Gurgaon city.kslinvestor.cbronline.com. These findings may vary at individual or organizational basis.greenfielders. www. Pummy. accessed on December 30. http://www. BIBLIOGRAPHY www. accessed on January 5. This report is prepared strictly for academic purpose. P.pdf Philip Kotler.htm.dabur. Dabur Upbeat on Growth Strategy.dabur.com Research Paper on “A REPORT ON DABUR CHYAWANPRASH INDUSTRY.com. Jyothi Datta. www.kslindia. www. Dabur India Limited.html 5th July Management Discussion and Review.com/Management%20Review2000. The Hindu Business Line Internet Edition. Financial Express Online Edition. Institute or students will not be held responsible for any damage or loss to the company due to this report. COMPETITORS & CUSTOMERS” by students of Xavier Institute of management. www. Bhubneshwar. 12th Feb 2002 Kaul.com.com/fe/daily/20000705/fst05020. Marketing Management 27 .com and www. (2000) Dabur Honey Now in a Trendy Squeezee Pack.T. Marketing Management Ramaswamy and Namakumari..
Dabur Hajmola 28 .
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