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A PROJECT ON

“STUDY 0f marketing strategy & PRODUCT LINE”
at ―Dabur InDIa LImIteD”

Submitted to

I IN NF FI IN NI IT TY YE EN NG GE EE EN NI IR RI IN NG G& &M MA AN NA AG GE EM ME EN NT TC CO OL LL LE EG GE E S SA AG GA AR R,, M M..P P..

Submitted by:
Azher saudagar M.B.A. 3rd Sem

Under Guidance
Prof. ASHFAQ SIDDIQUE HOD

DR. HARI SINGH GAUR VISHWAVIDHALAYA SAGAR (M.P.)

ACKNOWLEDGEMENT

I wish to thank all those with whom I have worked, interacted and whose thoughts and insights helped me in furthering my knowledge and understanding of the subject. I would especially like to express my gratitude and sincere thanks to ASHFAQ SIDDIQUE (HOD) whose excellent teaching has left an undeniable print on my mind leading me to prepare this project report in a better way and which would not have been possible without his support and active guidance. I am highly obliged to him for the opportunity that he gave me to work on the marketing strategies of ‗Dabur India Ltd.‘. The present report has made me learn a lot about the marketing industry as a whole.

Azher saudagar

DECLARATION
I do hereby declare that the project report is submitted as partial fulfillment of the requirement of MBA Program of INFINITY ENGEENIRING & MANAGEMENT COLLEGE SAGAR, (M.P.) The Project has been done under the guidance of SANDEEP JAIN (EXECUTIVE) in SAGAR branch, and PROF ASHFAQ SIDDIQUE Faculty guide INFINITY ENGEENIRING & MANAGEMENT COLLEGE

No part of this report has not been published or submitted elsewhere for the fulfillment of any degree or diploma for any institute or university.

I further declare that all the information, facts & figures furnished in this project Report are based on my intensive research findings.

Azher saudagar
IV sem

FACULTY GUIDE Prof.‖ Is the original work of ―Azher saudagar‖ and it has been completed under my supervision. ASHFAQ SIDDIQUE .CERTIFICATE This is to certify that this research report entitled ―Dabur India Ltd.

CONTENTS I ACKNOWLEDGEMENT II DECLERATION III CERTIFICATE  ORGANISATIONAL PROFILE a. Company‘s Profile  MARKETING ANALYSIS OF DABUR INDIA LIMITED a. Marketing Mix c. Introduction c. Company‘s History d. Vision f. Concept of Marketing b. 4 P‘s of Marketing     DATA ANALYSIS AND INTERPRETATION FINDINGS AND RECOMMENDATIONS CONCLUSION AND SUGGESTION BIBLIOGRAPHY . Management and Ownership structure e. Objectives b.

OBJECTIVE  To study the present marketing strategy of ―Dabur India Limited‖  To study the effectiveness of marketing strategy Of ―Dabur India Limited‖  To know about the portfolio of ―Dabur India Limited‖ .

INTRODUCTION Before the industrial revolution the emphasis was on production of better quality article. The functioning of all these areas of management in a vibrant way full of vitality is important to the sustenance and advancement of the company towards prosperity. The products of Dabur are marketed in more than 50 countries worldwide. Dr. Burman. Finance and Human Resources etc. His mission was to provide effective and affordable cure for ordinary people living in far-flung villages. Dabur was set up in 1884 by Dr. . personal care and foods. Production was carried on small scale and in most cases production was carried on in small quantities only when an order was placed in advance. Is a company where a balance of all these fields exists and where they perform in a perfect harmony. K. K. Dabur India Ltd. S. to produce and dispense Ayurvedic medicines. a physician tucked away in Bengal. Dabur India Limited is India's leading FMCG Company with interests in health care. S. Dabur has a history of more than 100 years and the company has carved a niche for itself in the field of Ayurvedic medicines. to a household name that at once evokes trust and reliability. This situation had brought into sharp focus the other function of management as Marketing. In modern days production is carried on not only in large scale but also in anticipation of future demand. Reaching out to a wide mass of people who had no access to proper treatment. Burman's commitment and ceaseless efforts resulted in the company growing from a fledgling medicine manufacturer in a small Calcutta house.

The company has 2 major strategic business units (SBU) .Dabur Nepal and Dabur Foods Ltd & and Dabur International. African Consumer Care Ltd.. Ltd. Asian Consumer Care Pvt. Consumer Health Division (CHD) 3 Subsidiary Group companies . (Egypt) . (Bangladesh). Dabur International has 4 step down subsidiaries – Dabur Egypt Ltd.Consumer Care Division (CCD). (Nigeria) and Weikfield Intl.

In 1986 Dabur became a public limited company and raised its first public issue in 1994 with the company share issued at a high premium and oversubscribed twenty one times. K. . Dabur foods merged with Dabur India in 2007. With the growing popularity of Dabur products. in 1986 Dr. In 1979 one of the largest and best equipped production facility was started near Sahibabad along with the formation of Dabur Research Foundation (DRF) signaling the launch of research operation in the pioneering area of health care. namely Health care products division. Burman set up Dabur‘s first manufacturing plant for mass production and in the early 1900s Dabur ventured into the business of nature based ayurvedic medicines for which standardized drugs were not available in the market. Burman launched his mission of making health care products. In 1936 Dabur sets up Dabur India Limited and a new manufacturing plant is set up in Faridabad on the outskirts of Delhi. Dabur crossed $ 2 billion market cap in 2006. For better operation and management 3 separate divisions were created in 1996 according to the product mix. Dabur acquired Balsara. S. S. In 2005. Family production division and Dabur ayurvedic specialties limited. Project STARS (Strive To Achieve Record Success is initiated to give a jump start to the company and accelerate its growth performance) and in 2000 Dabur established its market leadership status with a turnover of Rs 1000 Crores. In 1997 Dabur enters full scale in the nascent processed foods market with the creation of the food division.HISTORY OF DABUR Dabur was incorporated in 1884 in a small Calcutta pharmacy where Dr. K.

Personal care and Food products. Dabur India Limited today is the third largest FMCG Company in India after a takeover of Balsara India Limited and with interests in Health care. Dabur has also ventured into the specialized health care area of cancer treatment with its oncology formulation plant at Baddi in Himachal Pradesh and extended its global partnerships by entering into joint ventures with Osem of Israel for food and Bongrain of France for cheese and other dairy products.From a small beginning and upholding the values of its founder.2396 crore. Hajmola and Real are the major contributors to Dabur‘s turnover of Rs. Vatika. Dabur Chyawanprash. Dabur entered the august league of large corporate business. Powerful brands like Dabur Amla. .

Anand Burman Chairman Mr. P.D.Pradeep Burman . Sunil Duggal Mr.MANAGEMENT & OWNERSHIP STRUCTURE Board of Directors 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. The Board comprises of: ViceChairman Dr. Narang Mr. Amit Burman Whole Time Directors Mr.

S.O Sunil Duggal Chief Executive Officer Dabur India Limited . Narayan The C.Non Whole Time Promoters. P N Vijay Mr. R C Bhargava Dr. Directors Mr.E. Mohit Burman Independent Directors Maharaja Gaj Singh Mr.

Some of the well-known brands include Amla Chyawanprash. hair care. In 1998. handed over the day-to-day running of the company to professionals. . The company has offices and representatives in Europe. The first Dabur plant was set up in 1896 and research laboratories established in 1919. the original promoters. Dabur Oncology and Dabur Pharma. oral care. Lal Dantmanjan. its application in modern life has been renewed through the scientific research and validation undertaken at Dabur. Hajmola. Dabur has been marketing its products in more than 50 countries all over the world.COMPANY’S PROFILE Dabur India Limited is India‘s fourth largest FMCG company. the ancient Indian system of medicine based on natural and holistic living. home care. the Burman family. and Veda or knowledge. Today. Dabur Nepal. America and Africa. Nature Care and Pudin Hara. Apart from Balsara. Ayurvedic texts were researched by Dabur in its quest for natural remedies. derives from two Sanskrit words -Ayu or life. mind and spirit. Ayurveda. Other than ― ayurvedic specialities ― Dabur‘s product range also encompasses health care. With effect from 1 April 2005. Dabur Egypt. Manufacturing facilities are spread across three overseas locations. food segments and digestive products . Originating nearly 5. Dabur became a public limited company in 1986. Balsara Home Products became a subsidiary of Dabur.000 years ago. This Science of Life analyses the human body through a combination of the body. Dabur has five other subsidiaries — Dabur Foods. baby care. Dabur India Limited holds its speciality in AYURVEDA.

personal care products remained luxury items. Dabur India Limited has marked its presence with some very significant achievements and today commands a market leadership status. of this network was based on an army of independent. and since then. dynamic leadership and commitment to their partners and stakeholders. The results of the policies and initiatives speak for themselves. direct sales agents. Their story of success is based on dedication to nature. A significant proportion of Indian population. who hawked the company‘s products in .O of the company. Sunil Duggal as the C. Yet the company recognized the importance of building its brand in this region and as such the company developed a vast sales network and much more than 150000 villages.Part of the company‘s success came from its highly active sales network. In 2002 the company prepared to enter a new management era and appointed Mr.E. which would be top one billion before the drawn of the 21st century. and with his valuable experience steering the company ahead in its growth plans. still lived in rural regions and in extreme poverty. He joined in 1995 as General Manager (Sales & Marketing). corporate and process hygiene. with his dynamic spirit and leadership abilities he has led the company to achieve new heights and becamer the CEO of the Company. For much of this population.

Dabur Nepal. Dabur Oncology and Dabur Pharma. personal care and foods.Dabur Foods. The products of Dabur are marketed in more than 50 countries worldwide. . Dabur International has 5 step down subsidiaries . hold Public & others 71% 21% 8% SHARE HOLDING PATTERN Promoters 21% 8% 71% Non promoter's holdings Public and others Dabur India Limited is India's leading FMCG Company with interests in health care. Dabur Egypt.The shareholding pattern of the company last year is as follows -: Promoters Non promoter corp. and 3 Subsidiary Group companies .Dabur Foods. The company has 2 major strategic business units (SBU) Consumer Care Division (CCD) & Consumer Health Division (CHD). Dabur has a history of more than 100 years and the company has carved a niche for itself in the field of Ayurvedic medicines. Dabur Nepal and Dabur International.

The division is supported continuously by in-house research to provide complete care for varying individual needs. The CHD is divided in the following four categories: Health supplement Dabur Chyawanprash Baby care Dabur lal tail Digestives Hajmola Mast Masala Natural cures Shilajit fold Glucose D Dabur baby olive oil Hajmola Candy F Nature care Dabur janma ghunti Pudin hara Sat isabgol Pudin hara G Shilajit Anardana Ring Ring Hajmola Candy Itch care Dabur Honey Back-Aid Shankha Pusphi Dabur balm Sarbyna strong .STRATEGIC BUSINESS UNITS CONSUMER HEALTH DIVISION (CHD) The consumer healthcare division includes products of the erstwhile Ayurvedic Specialists Division and a set of over the counter (OTC) products based on the ayurvedic medicinal platform. These products are backed by the most modern scientific test and trials and ensure unfailing quality and safety.

digestives and confectionery.Vatika Hair Oil -Anmol Sarson Amla . hair care.Amla hair oil Skin care .Amla Lite Hair Oil .CONSUMER CARE DIVISION (CCD) The Consumer Care Division (CCD) — that deals with pure FMCG products is a result of the merger between the personal care products division and the healthcare products division.Amla Hair Oil . The division‘s portfolio includes health supplements. and baby and skin care.Anmol sarson amla .Dabur lal dant manjan .Vatika hair oil .Anmol natural shine shampoo .Dabur red gel .Vatika henna conditioning shampoo .Dabur binaca toothbrush .Anmol silky black shampoo Oral care . oral care. The various categories under CCD are: Hair care oil .Amla lite hair oil .Vatika anti-dandruff shampoo .Dabur red toothpaste pack .Vatika fairness face .Gulabari Hair care shampoo .

and the fledging processed food industry was in a nascent stage in India. Today. To deliver fresh. With an understanding on the nuances of food distribution. Dabur Foods has kept its promise not only to the Indian consumers but to the world by providing them the very best products in packaged food class. it achieves a balance between sales and production. . the company has created a separate channel for retail and food services. Dilmah Tea. the company has developed a unique handling and storage process. It established brands in a market where the barrier to accept packaged food is high. Realizing the potential in the distribution network. With a dedicated system and logistics process.SUBSIDARIES DABUR FOODS LIMITED (DFL) Dabur Foods a 100% subsidiary of US $ 3 billion Dabur Group realized the potential of the processed & packaged food industry (4th largest in the world). world‘s 3rd largest tea brand. which ensures the minimum damage and expiries. Dabur Foods has a distribution networkthat covers175 towns and 75 thousand retail outlets making its product available to the consumers across the country at ease. began operations as a separate division in the year 1999. partnered with Dabur to reach the Indian Market.

MARKETING ANALYSIS OF DABUR INDIA LIMITED .

promotion & selling.Buyer and Seller. Presence of at least two parties. product assembling. Each party is capable of communication and delivery. ‗A social process by which individuals and groups obtain what they need and want through creating. storage. The term market is used in variety of contexts. Both parties must have something viewed valuable by each other. e. c. b. involves buying different and functionsmarketing research. Transportation. ‗Marketing‘ as the word suggests simply means identifying needs of the customers or in others words ‗to know about the pulse of each & every customer‘. These functions helps the firm to realize its profit goal by actualizing potential exchanges with the customers. d. Both parties are free to accept or reject the offer. Each party feels desirable to deal with each other. The managerial awareness and desire reflected in the consumer orientation for an all-out commitment to the market consideration and marketing operations to the consumer needs has given birth to new operational notion called the ‗Marketing concept‘. Marketing planning. It can be a wholesale market & Retail market. offering and freely exchanging products & services of value with others.CONCEPT OF MARKETING ‗Market in common language is a place where business is conducted or in other words where goods and services are exchanged. .‘ The following are important elements for a marketing exchange to take place:a. warehousing. packaging.

advertising etc. displays. Marketing mix includes the following activities -product planning. The above list of marketing mix elements was reclassified by McCarthy into four categories popularly known as four P‘s of marketing -: product. It is through these that market is created and managed. PRODUCT Product mix Packaging Labeling Product quality Branding PLACE Channel strategy Intermediaries Channel conflict Channel selection Physical distribution PRICE Price methods Pricing strategies Price policy Price changes PROMOTION Promotion mix Advertising Sales promotion Personal selling Publicity Public relations . branding. channels of distribution.MARKETING MIX Marketing mix refers to the ingredients or the tools or the variables which the marketeer mixes in order to interact with a market. pricing. All the activities listed above create what a marketeer offers to the market. physical handling. It is a set of marketing tools that the firm uses to pursue its marketing objectives in the target market. price. packaging. place and promotion.

4 P’S OF DABUR INDIA LIMITED PRODUCT PRICE PLACE PROMOTION .

PRODUCT
The product is the physical good or service offered to the consumer. The product is the most visible element of the marketing mix. When a firm introduces a number of products over time gradually, its offerings become many. That is, the firm becomes a multi product firm. Similarly, Dr. S. K. Burman started a small pharmacy in Calcutta in 1884 where he launched his mission of providing health care products. Which was later made a full fledged company Dabur (Dr. S. K. Burman) India Limited started with only few ayurvedic medicines. But now it has a bigger portfolio of products of variety of brands like hair care, health care, baby care & other different types of Home & Personal care products along with food and digestive products. Further the company can increase the depth of an item in the line by adding new variants. For example Dabur has added different flavours like orange and lime to its Glucon D. Dabur‘s diverse product range is today manufactured in 9 manufacturing facilities within India and 5 other worldwide. Dabur's Ayurvedic Specialities Division has over 260 medicines for treating a range of ailments and body conditions-from common cold to chronic paralysis. Over the past two years, Dabur‘s product portfolio has been systematically overhauled through re-launches and brand extensions, even as fresh forays have been made into new categories such as hair, skin care and home care. Recently two new products, disinfectant cleaner and kitchen cleaner under ‗Dazzl‘ brand. All these launches of new kinds of products will help the company to capture the potential market arising from the growing needs of the fast expanding market, especially the aspiring and affluent Indian household categories.

Dabur brands are broadly divided in to six categories:1) Health Care 2) Personal Care 3) Home Care 4) Ayurvedic Specialities 5) Foods 6) Guar Gum

HEALTH CARE PRODUCTS
Dabur Chyawanprash and Chyawanshakti Dabur Chyawanprash has anti-oxidant properties & strengthens your body's internal defense mechanism, the immune system. Thereby protecting you from everyday infections, cough, cold & stress etc.

Dabur Glucon D

It's a ready source of energy to fight tiredness and refresh you instantly

Dabur Honey

Health Ka Meetha Meetha Raaz. The purest golden honey collected from freshly harvested beehives. With the finest flavor, texture, and aroma, right down to the last drop. Absolutely pure, natural and with no artificial preservatives, additives or sweeteners. Dabur honey adds health and good taste to your food table.

Odopic It is an effective and economical dish washing product containing ‗feldspar‘. Odonil It is a range of perfumed air fresheners.HOME CARE PRODUCTS Odomos It is a effective mosquito repellent and safe for the skin. available in forms of block and aerosol forms. Sanifresh Sanifresh is a specialist toilet cleaner that comes with a guaranteed germ kill formula. .

Dabur Anmol Sarson Amla Hair Oil It is the oil made from the extracts of Amla and Sunflower seeds.PERSONAL CARE PRODUCTS HAIR OILS Dabur Amla Hair Oil Dabur Amla Hair Oil contains natural extracts from ―Amla‖ which is good for hair. Dabur Amla Lite Hair Oil Dabur Amla Lite Hair Oil is the non sticky version of Dabur Amla Hair Oil. Dabur Vatika Hair Oil It is a delicate mix of coconut oil with special hair care herbs. .

. Vatika root strengthening shampoo It is a special shampoo enriched with coconut milk that nourishes hair from the root to the tip and strengthens them.SHAMPOOS Vatika Henna Conditioning Shampoo It is a natural shampoo made from herbs like Henna. Shikakai and Green Almonds Vatika Anti-dandruff Shampoo It is a naturall shampoo fighting dandruff problems in a better way without and side-effects as in case of chemical shampoos.

. Vatika Fairness Face pack It is a ready to use fairness face pack.SKIN CARE Dabur Gulabari Dabur Gulabari Premium Gulab Jal is the extract from fragrant roses. Vatika Saffron Glow Soap The new Vatika soap variant has natural ingredient like Saffron and Sandal.

Bianca Toothbrush Toothbrush that comes in different variants with different features. . Dabur Lal Dant Manjan The hebal Ayurvedic red toothpowder wich is widely used in the rural areas. toothache and germs. Babool Toothpaste It is a natural toothpaste containing Ayurvedic and medicinal benefits of Babool tree.ORAL CARE Dabur Red Toothpaste Toothpast prepared from hebs that fight oral problems like bad breath.

Meswak Toothpaste Meswak is scientifically formulated toothpaste from pure extract of the ―miswak plant‖ the famous toothbrush tree that has been used for centuries. that helps keep the teeth strong and the gums healthy. Promise Toothpaste This toothpaste contains natural and time tested ―clove oil‖. .

Mango. REAL ACTIV The Real Activ ranges of natural fruit juices are free of any additives and preservatives. The variants in this range of juices are: . cholesterol free and sodium-free and also contain all the essential nutrients required for good health. Packed with natural goodness of fruits. Dabur foods have recently launched the fruit-veggie range under the brand of Activ. Guava. Real juices have nine variants namely. these juices have all the ingredients to keep you happy and healthy. Tomato. Orange. Mixed Fruit.FOODS Real Fruit Juice Real juices are prepared from the best quality fruits to ensure consistent quality all round the year. Litchi. Pineapple and Cranberry. They are thus. Grape.

1. Fruit Veggie range: Beetroot-Carrot Orange Carrot Spinach-Cucumber . Fruit Juices: Orange Apple 2.

There are four variants of this range available in the market currently namely.COOLERS These fruit drinks/juices are the latest addition to the kitty of Dabur Foods Limited. green mango. ----Watermelon Pomegranate Aampanna Jamoon . Coolers are drinks of cooling fruits. These drinks are cooling drinks which help you to beat the summer heat by cooling you from inside and maintaining the body water level. pomegranate and Jamun. summer fruits like watermelon.

It can be used in various ingredients like pizzas . LEMONEEZ No matter how expensive lemons get. Dabur Lemoneez makes sure they don‘t pinch the customers wallet. Priced at very reasonable prices for the natural juices of 30 handpicked lemons.CAPSICO This is a hot fiery sauce which is made from pepper and chilli .salads etc. .

HOMMADE Dabur Foods has launched a couple of products under the Homemade brand portfolio. These include: --Homemade Coconut Milk Homemade Soups --Homemade Ginger-Garlic Pastes Homemade Tomato Puree Hommade Ginger-Garlic Paste .

Homemade Coconut Milk:  Homemade Tomato Puree: .

 Homemade Soups: .

Dabur Janma Ghunti also helps in the growth process by expelling intestinal worms and toning up the digestive system of the infant with the goodness of traditional Ayurvedic ingredients like Anjeer. These strengthen the baby's bones and muscles. an Ayurvedic medicine. which contains the properties of time tested herbs. . Kishmish. constipation. It is useful for flabby. Dabur Janma Ghunti Dabur Janma Ghunti. vomitting etc.Baby Care Dabur Lal Tail Dabur Lal Tail is a natural Ayurvedic baby massage oil. plays a dual role in the all-round growth of infants. It acts as an effective remedy for stomach ailments arising out of teething such as flatulence. Ajwain etc. dry skin and wrinkles occurring during rickets. diarrhoea. and help him/her stay ahead.

Hingoli It is a Ayurvedic medicine to stimulate digestion and relieve from gas. . which was first to be branded as a product. It is a mix of Indian culinary herbs. indigestion and acidity. It's regular use ensures that teething causes no problems for your baby. aittan.Dabur Gripe Water Dabur Gripe Water contains ingredients like Sarjikakshara and Mishreya tail. which are very useful in guarding your baby against common stomach problems like afara. Hajmola is the market leader with 75% share of digestive tablets segment in India. Digestives Hajmola It is originally a Ayurvedic digestive medicine. spices and edible salts.

Completely natural. And reinforced with the extra goodness of mint (pudina) for instant action against conditions of flatulence. Its is a trusted fast action remedy for stomach disorders. .Pudin Hara G Dabur's Pudin Hara G . Pudin Hara Dabur Pudin Hara gives quick relief from stomachache.for quick relief from gas and acidity. gas and indigestion. Pudin Hara is completely natural and safe. herbal and safe.

Sitaram. ―We are looking at launching a completely new skincare line with products such as cleansing lotion. ―The male grooming market in India has less momentum and is an interesting segment. it is also revamping its existing personal care portfolio by repackaging and adding new product lines.EXPANDING PRODUCT PORTFOLIO Dabur‘s pioneering efforts to develop techniques to bring natural branded products to India‘s people gradually had an impact on their entire portfolio of brands. Dabur looks to exploit other growth opportunities by renewing its products and entering into new segments. The company will soon introduce male grooming.‖ Sitaram said.S. . and body skincare range under a different brand name. skincare and ready-to-eat products to widen its consumer base. Still. Dabur India Ltd. and other hair care products such as gels and creams would follow suit. a top official said. executive director of the consumer care division at Dabur. anti-ageing solutions. While Dabur intends to aggressively enter new segments. We plan to introduce products in the hair care.‖ said V. plans to double its revenues in two years by ramping up its product range and launching new categories of food and personal care merchandise. For instance. it will launch Vatika hair conditioner in the next few days. deodorant and skincare range for male care.

In the past one year. Dabur is also extending its Gulabari rose water brand to launch lotions. . Dabur‘s new strategic focus is to go beyond fruit juices. the company has relaunched almost 60% of its products and introduced 10 new items such as Dazzle surface cleaner and health drink Chyawan Junior. fruit-based milk or yogurt and readyto-cook and ready-to-eat market under a different brand name. cold creams and face freshener sprays. They are looking forward to enter the processed foods.

is India‘s third largest fast moving consumer goods company by sales.     Leader in herbal digestives with 90% market share Hajmola tablets in command with 75% market share of digestive tablets category   Dabur Lal Tail tops baby massage oil market with 35% of total share . Some of their achievements are  Strategic positioning of Honey as food product.Market Share of Dabur Dabur India Ltd. leading to market leadership (over 40%) in branded honey market   Dabur Chyawanprash the largest selling Ayurvedic medicine with over 65% market share.

and that means not just growing.PRICE Price is normally expressed in monetary terms. but growing completely. Cost 2. Dabur is today seen as far more proactive in the market. consumer demand Pricing Strategies of Dabur Dabur has stepped up the pace of new product launches and is investing ad spend and marketing. Over the last two years. While pricing the products three main factors should be kept in mind -: 1. Price is a crucial determinant of the fact whether the exchange between the buyer and seller should materialize or not. Competition 3. like Dabur Vatika Hair Oil is available in 3 different versions . Dabur is now an external oriented company. Dabur has maintained its operating margins through judicious price hikes across products and reduction in pack sizes. The three main factors affecting the pricing strategies have been discussed below -: . It is worth of a product or service in monetary terms. The entire product portfolio is also tweaked to include premium offerings such as more variants under almost every category. Across the whole organization the company have one definition of winning. Price is the value which a buyer passes on to the seller in lieu of the product or service provided.

Godrej Industries 6. Dabur is efficiently leading the market with this product range. COMPETITION Competition is another important consideration while pricing. Proctor and Gamble 3. 4. Hindustan Unilever Limited 2. COST One of the most important factor to take care while pricing is the cost costs set the floor for pricing decisions. But when there are competitors selling the same or similar products. But Dabur‘s top selected competitors are:1. II. It is important that the price should recover all costs including a fair return for undertaking the marketing effort and risk. Pepsi co. Similarly Dabur India Limited also has many competitors. When a firm does not face any competition it can enjoy complete freedom in fixing its price. CONSUMER DEMAND Dabur learned that the majority of Indian population tends to go towards the Indianised natural and herbal products thus they made it their USP. III. the pricing freedom is considerably reduced. providing the customers with special products easily. Colgate Palmolive 5. Its price must fall in line with the competitors.I. . Marico Ltd. There are two types of cost variable cost and fixed cost. etc.

this work is generally done by stockiest salesman through ready stock or by taking orders first and then placing the order. Its focus is not only to enable easy access to our brands. 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. 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. For instance.of product availability. . But before it reaches us it passes through the hands of many middlemen who help it come to you in right time. but also to touch consumers with a three-way convergence . CHANNELS OF DISTRIBUTION Channels of distribution refers to the path taken by the goods in their movement to the customers. Customer purchases the product from retailers. and higher levels of brand experience.  A Diagram explaining the channels of Distribution is given below The above diagram it shows channel of distribution of dabur foods. Dabur‘s distribution network is recognised as one of its key strengths. brand communication.PLACE Place in the context of marketing mix refers to a set of decisions that need to be taken in order to make the products available to the customers for purchase and consumption. Making the products available to the customers require development of channels of distribution and physical distribution of products. at right place and in right quantity. From here the goods finally reaches to Customers. the toothpaste we use is manufactured in the factory of a company Dabur.

Manufacturing Plant Clearing and forwarding agent (different regions) Stockist A Stockist B Stockist C Retailers Retailers Retailers Retailers Retailers Retailers C O N S U M E R S .

C&FA supplies the goods to them as per their order. means sales man has to daily cover the route as mention in the beat.  .  Stockiest has some sales men working under him. making products visible. Their work is to place the products in the market and take order from retailers and then supply goods to them. pasting posters.  Merchandising.  Companies‘ sales officer keeps a check on the stockiest and monthly report is also prepared which is further analyzed by ASM & ZSM.  There is a beat which is a schedule route of sales man.  Sales man either take ready stock with them or they first take orders and then supply goods later on. putting banners.STOCKIEST OR DISTRIBUTORS Stockiest store the products in their godowns. 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 supplies goods to retailers and tries Persuading retailers to give the brand special displays (using merchandising tools) to get affective brand presence. Retailers are the ones who have direct contact with the customers. . 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. and arranging it in more noticeable manner.    Margin of retailers is always higher than stockiest.RETAILERS  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.

magazines. trade promotion. advertisements sometimes embed their persuasive message with factual information. Mandira Bedi etc. Advertising Advertising is a form of communication that typically attempts to persuade potential customers to purchase or to consume more of a particular brand of product or service. Every major medium is used to deliver these messages. the next task of the marketer is to inform potential customer about the product and persuade them to buy the same. radio. priced rightly and is distributed. different promotional activities like-: Advertising. For these purposes. Vivek Oberoi. cinema. but one of the most convenient and effective one that most of the industries uses is the Advertising and Sales Promotion. So far the company has been successful in this mission as the people now know the brand and ask for its products by name. personal selling etc. video games. Many advertisements are designed to generate increased consumption of those products and services through the creation and reinforcement of "brand image" and "brand loyalty". including television. the Internet and billboards. Sales promotion. . newspapers. Dabur has created the huge brand image and a vast product following by associating mega-names like Amitabh Bachchan. Dabur invested Rs. Advertising is often placed by an advertising agency on behalf of a company or other organization.PROMOTION Once the product has been manufactured. 150 crore just on the advertising of Real ―Fruit Juice‖ and ―Real Active‖. The promotion element of marketing distribution mix is concerned that sales with goals activities are that are There undertaken are to communicate with both customers and participants in the channel of such realized. Rani Mukhurjee.

a free-sample campaign. sales promotion is about ―action‖. setting up competitions with attractive prizes. offering free gifts or trading stamps. telemarketing. More than any other element of the promotional mix. sales promotion can create a situation where consumers will not buy unless there is a bonus offer. Sales promotion involves short-term incentives to encourage buyers to purchase a product. It's aim is to encourage immediate purchase of a product. arranging demonstrations or exhibitions. increased PR activity. This will result in loss of profit for the company.Sales promotion ―An activity designed to boost the sales of a product or service. It may include an advertising campaign. sales promotion is one of the four aspects of promotion.) Sales promotions are non-personal promotional efforts that are designed to have an immediate impact on sales. In marketing. This is usually known as ―selling into the trade‖ . personal letters on other methods‖. personal selling. and publicity/public relations. It is not designed to be informative – a role which advertising is much better suited to. Sales promotion can be directed at:• The ultimate consumer (a ―pull strategy‖ encouraging purchase) • The distribution channel (a ―push strategy‖ encouraging the channels to stock the product). It is about stimulating customers to buy a product. If used too often however. door-to-door calling. temporary price reductions. (The other three parts of the promotional mix are advertising.

SALES PROMOTIONAL TOOLS OF DABUR FOODS                          Price promotions Coupons Gift with purchase Competitions and prizes Money refunds Point-of-sale displays Free samples Contest /demos Festival Sales Retailer coupons Multi-packs Special price for twos Allowances for additional shelf space Merchandising Sales contest Incentives Awards & prizes Premium gifts Sales Meetings Samples/product sampling Trade Fairs & exhibitions Contests & Sweepstakes Exchange Offers/buyback Refund / Rebate Price / Bonus Packs .

most of institutions are using coconut cream and coconut powder.  According to feedback it is used in preparing sea food. OF ACCOUNTS NOT USING TOTAL SAMPLE SIZE NO. OF ACCOUNTS NOT USING 80% NO. . OF ACCOUNTS USING NO. OF ACCOUNTS USING NO. OF ACCOUNTS USING 20% NO.DATA ANALYSIS AND INTERPRETATION MARKET SIZE ANALYSIS OF COCONUT MILK TYPES OF ACCOUNTS NO. OF ACCOUNTS 30 120 150 PRODUCT: COCONUT MILK NO. OF ACCOUNTS NOT USING MARKET SIZE ANALYSIS FINDINGS : If we talk about the market size of coconut milk than there are only twenty (20%) percent institution which is using coconut milk and eighty (80%) institutions are not using coconut milk.

OF ACCOUNTS USING 9 19 2 120 150 200 ML 6% 400 ML 13% 1 KG 1% 200 ML 400 ML 1 KG NOT USING NOT USING 80% PACK (USED)SIZE ANALYSIS FINDINGS: The coconut milk is available in different-2 pack size (200. Some companies have introduced it in tetra pack and some companies also introduced in tin packing. .PACK SIZE(USED) ANALYSIS OF COCONUT MILK AVAILABLE PACK SIZE 200 ML 400 ML 1 KG NOT USING TOTAL NO.400ml &1kg) and pack type is also different.

. due to some reason There is no pack size less than 500 Grm (institutional). OF ACCOUNTS USE 134 2 13 149 DABUR MARRY FOODS DABUR 90% NOT USINS EXISTING BRANDS AND MARKET SHARE FINDINGS:After analyze the data there are some findings in terms of different brands available in market and their market share.BRAND USING ANALYSIS OF HONEY BRAND NAME DABUR MARRY FOODS NOT USINS TOTAL NOT USINS MARRY FOODS 9% 1% NO.it has captured one (1%)percent market share.  HONEY(MARRY FOODS-MUMBAI):-It is the new emerging company and catering small honey pouch packing known as “HONEY ON THE TABLE ”. After analysis the data I found that there are two (2) brands available in market named as REAL HONEY (DABUR):-Real honey (Dabur) is the market leader with the ninety (90%) percent market share. but now the share of Dabur honey is decreasing day by day.  Now days institutions has started using small pack size (15 grm) it is known as “ Honey on the table”. There is no complained in terms of quality and rate. Most of the market is captured by Dabur honey.

That’s why the ninety percent market is potential. OF ACCOUNTS NOT USING TOTAL SAMPLE SIZE NO. There are only nine (9%) percent institution are not using honey. OF ACCOUNTS USING NO. OF ACCOUNTS NOT USING 9% PRODUCT: HONEY NO. . OF ACCOUNTS USING 91% NO. OF ACCOUNTS USING NO. OF ACCOUNTS 137 13 150 NO.MARKET SIZE ANALYSIS OF HONEY TYPES OF ACCOUNTS NO. OF ACCOUNTS NOT USING MARKET SIZE ANALYSIS FINDINGS:According to research findings ninety one (91%) percent institutions are using honey.

So to maintain the market share we also need to launch this type of pack size. Because there is a pack size of 15grm pouch (Honey on the table) is launched by marry foods LtdMumbai and institutions are more interested to use it.PACK SIZE(USED) ANALYSIS OF HONEY AVAILABLE PACK SIZE 250 GRM 500 GRM 15 GRM(HONEY ON TABLE POUCHE ) 1 KG N0T USING TOTAL NO. OF ACCOUNTS USING 1 40 1 95 13 150 N0T USING 8% 250 GRM 1% 500 GRM 27% PACK SIZE (USED) ANALYSIS 250 GRM 500 GRM 15 GRM(HONEY ON TABLE POUCHE ) 1 KG N0T USING 15 GRM(HONEY ON TABLE POUCHE ) 1% 1 KG 63% RECOMMENDATION:There is no problem in terms of packing type and packing size but according to market share analysis the market share of real honey (Dabur) Is decreasing day by day. .

OF ACCOUNTS USE 39 26 2 8 19 8 2 7 3 2 34 150 EXISTING BRANDS AND MARKET SHARE KAYTIS GOLDEN CROWN DABUR(NEATURS BEST ) GURUJI 1% MID LAND 2% NOGA FRUTINS TOPS MORTAN 5% TOPS 5% FRUTINS 13% NOGA 5% DABUR(NATURE.BRAND USING ANALYSIS OF TOMATO PUREE BRAND NAME KAYTIS GOLDEN CROWN DABUR(NATURE’S BEST ) NOGA FRUTINS TOPS KISSAN MORTAN MID LAND GURUJI NOT USING TOTAL NO.S BEST ) 2% KISSAN GOLDEN CROWN 17% MORTAN MID LAND GURUJI NOT USING NOT USING 23% KAYTIS 26% KISSAN 1% .

 TOP’S:-It has five (5%) percent market share. After analysis the data I found that there are six (6) brands available in market named as KAYTIS:-It is the market leader with twenty three (23%) percent market share. They prefer to use fresh tomatoes.  FRUTINS:-It has thirteen (13%) percent market share.it has two (2%) percent market share.  MID LAND: .  NEATURS BEST (DABUR):-It has two (2%) percent market share  NOGA:-It has five (5%) percent market share. .  GURUJI: .FINDINGS AND RECOMMENDATION After analyze the data there are some findings in terms of different brands available in market and their market share.  NOT USING:-There are approximately twenty three (23%) percent institutions are not using tomato puree. Our competitor golden crown is selling tomato puree at the rate of forth rupees(40).  KISSAN:-it has one (1%) percent market share.  MORTAN: .it has five (5%) percent market share.  GOLDEN CROWN:-It is the market challenger with seventeen (17%) percent market share. RECOMMENDATION:During the data collection I found that our tomato puree (Dabur) is little bit expensive and others brands are available between 35-40 rupees. It is the most popular brand in the market.it has one (1%) percent market share. It is the second most preferred brand in the market.

Some institutions are also using pack size of 850 grm. .PACK SIZE(USED)ANALYSIS OF TOMATO PUREE AVAILABLE PACK SIZE 825 GRM 850 GRM NOT USING TOTAL NO. OF ACCOUNTS USING 77 39 34 150 PACK SIZE (USED) ANALYSIS NOT USING 23% 825 GRM 51% 825 GRM 850 GRM NOT USING 850 GRM 26% FINDINGS:According to pack size (used) analysis there are two pack size (825 & 850 GRM) available in the market. Eight hundred twenty five (825 GRM) pack size is the standard pack size available in the market.

OF ACCOUNTS USING NO. OF ACCOUNTS NOT USING NO. OF ACCOUNTS USING NO. . OF ACCOUNTS 116 34 150 NO. OF ACCOUNTS NOT USING TOTAL SAMPLE SIZE NO. OF ACCOUNTS USING 77% MARKET SIZE ANALYSIS FINDINGS:According to research findings the seventy seven (77%) percent institutions are using tomato puree and there is twenty three (23%) percent institutions are not using tomato puree because they prefer to use fresh tomatoes.MARKET SIZE ANALYSIS OF TOMATO PUREE TYPES OF ACCOUNTS NO. OF ACCOUNTS NOT USING 23% PRODUCT: TOMATO PUREE NO.

. After analysis the data I found that there is only (1) brands available in market named as- P&R:-There is only one brand available in the market and there is only seven (7%) percent institutions are using tomato paste.BRAND USING ANALYSIS OF TOMATO PASTE BRAND NAME P&R NOT USING TOTAL NO. the most of institutions are not using tomato paste because there is no requirement of tomato paste and if required than they prepare by using fresh tomatoes. OF ACCOUNTS USE 10 140 150 EXISTING BRANDS AND MARKET SHARE P&R 7% P&R NOT USING NOT USING 93% FINDINGS:After analyze the data there are some findings in terms of different brands available in market and their market share.

OF ACCOUNTS USING NO. . OF ACCOUNTS NOT USING MARKET SIZE ANALYSIS FINDINGS:According to market size analysis there are only seven (7%) percent institution are using tomato paste and ninety three (93%) percent institutions are not using tomato paste. OF ACCOUNTS USING MOST OF INSTITUTIONS ARE NOT USING TOMATO PASTE AND THE ONLY EXISTING BRAND HAVING 3 KG (TIN) PACK SIZE MARKET SIZE ANALYSIS OF TOMATO PASTE TYPES OF ACCOUNTS NO. OF ACCOUNTS USING NO. OF ACCOUNTS NOT USING TOTAL SAMPLE SIZE NO. That’s why the market is not potential for this type of product. OF ACCOUNTS USING 7% NO. OF ACCOUNTS NOT USING 93% NO.PACK SIZE(USED)ANALYSIS OF TOMATO PASTE AVAILABLE PACK SIZE NO. OF ACCOUNTS 10 140 150 PRODUCT: TOMATO PASTE NO.

it has one (1%) percent market share.  NOT USING: .  HEINZ: .  KISSAN: .  CROSS & BLACKWELL: .it has eighty five (85%) percent market share.BRAND USING ANALYSIS OF SNACK DRESSING BRAND NAME NESTLE KISSAN HEINZ CROSS&BLACKWELL BLACK & BARRIES NOT USING TOTAL NO. After analysis the data I found that there are six (6) brands available in market named as NESTLE: .it has one (1%) percent market share. OF ACCOUNTS USE 10 2 4 5 1 128 150 KISSAN HEINZ 1% 3% CROSS&BLACKWELL 3% BLACK & BARRIES 1% NESTLE KISSAN HEINZ CROSS&BLACKWELL BLACK & BARRIES NOT USING NOT USING 85% NESTLE 7% EXISTING BRANDS AND MARKET SHARE FINDINGS:After analyze the data there are some findings in terms of different brands available in market and their market share.it has three (3%) percent market share.it has seven (7%) percent market share.  BLACK & BARRIES: .it has three (3%) percent market share. .

2kg) available in the market. .2kg (bottle) pack size.2 KG NOT USING TOTAL 200 ML 3% 1 KG 4% 1. 1&1.2 KG 8% NO. Most of companies prefer 1.2 KG NOT USING NOT USING 85% PACK SIZE (USED) ANALYSIS FINDINGS:After analyzing the data there are different pack size (200ml. OF ACCOUNTS USING 4 6 12 128 150 200 ML 1 KG 1.PACK SIZE (USED)ANALYSIS OF SNACK DRESSING AVAILABLE PACK SIZE 200 ML 1 KG 1.

OF ACCOUNTS NOT USING NO. OF ACCOUNTS 22 128 150 NO.  But according to data findings I can’t say that market is not potential but most of institutions use tomato ketchup and other alternatives at the requirement of snack dressing. OF ACCOUNTS USING NO. OF ACCOUNTS USING NO. OF ACCOUNTS USING 15% PRODUCT: SNACK DRESSING NO. OF ACCOUNTS NOT USING 85% MARKET SIZE ANALYSIS FINDINGS: According to research findings only fifteen (15%) percent institutions are using snack dressing and eighty five (85%) percent institutions are not using snack dressing. OF ACCOUNTS NOT USING TOTAL SAMPLE SIZE NO.MARKET SIZE ANALYSIS OF SNACK DRESSING TYPES OF ACCOUNTS NO. .

BRAND USING ANALYSIS OF TOMATO KETCHUP BRAND NAME NESTLE KISSAN PINKS MAGGI TOPS HALLS HEINZE RACY GOLDEN CROWN CROSS WELL KAYTIS TOTAL NO. OF ACCOUNTS USE 16 30 21 33 10 3 4 15 8 7 3 150 CROSS WELL 5% KAYTIS 2% GOLDEN CROWN 5% NESTLE 10% RACY 10% KISSAN 20% NESTLE KISSAN HEINZE 3% PINKS MAGGI TOPS HALLS HEINZE RACY GOLDEN CROWN MAGGI 22% PINKS 14% CROSS WELL KAYTIS HALLS 2% TOPS 7% EXISTING BRANDS AND MARKET SHARE .

It has three (3%) percent market share.It has ten (10%) percent market share.It has five (5%) percent market share.  MAGGI: .  HEINZE: .  RACY: .  TOP’S:.It has fourteen (14%) percent market share.It has two (2%) percent market share.  PINKS: .  HALLS: .FINDINGS:- After analyze the data there are some findings in terms of different brands available in market and their market share.  GOLDEN CROWN: .  KISSAN: . After analysis the data I found that there are six (6) brands available in market named as NESTLE: .It has ten (10%) percent market share.It is the market leader with twenty two (22%) percent market share.  KAYTIS: .It has five (5%) percent market share.It has two (2%) percent market share. .  CROSS WELL: .It has seven (7%) percent market share.It has twenty (20%) percent market share.

2 KG(KISSAN) 1 KG 80% FINDINGS:After analyzing the data there is different pack size (1&1.2 KG(KISSAN) TOTAL NO. Most of companies prefer 1kg (bottle) pack size.2kg) available in the market.PACK SIZE(USED)ANALYSIS OF TOMATO KETCHUP AVAILABLE PACK SIZE 1 KG 1. OF ACCOUNTS USING 120 30 150 PACK SIZE (USED)ANALYSIS 1.2 KG(KISSAN) 20% 1 KG 1.2kg pack size as institutional pack size but most preferred pack size is 1 kg. kissan has introduced 1. .

And this legacy has helped them develop a bond of trust with our consumers. That guarantees us the best in all products carrying the Dabur name. and all such social responsibilities are very necessary to build a strong customer base and brand loyalty Through its comprehensive range of products it touches the lives of all consumers. its marketing strategies. After going into all its aspects i. The company‘s different projects like Sundesh and its social initiatives in Nepal etc. in all age groups. indicates that the company is also loyal towards the society. pricing strategies etc. across all social boundaries. policies.CONCLUSION It was really a very great experience to study this FMCG company ―Dabur India Limited‖. . we can conclude that the company is excellent on all the fronts.e.

wikipedia.BIBLIOGRAPHY Websites WEBSITES     www.google.com www.fmcginfo.dabur.com BOOKS Philip kotler 13 th edition .com www.org www.