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BACHELOR OF BUSINESS ADMINISTRATION
Submitted By : Mr. PANKJ KUMAR Roll No. :-------------
Under The Guidance Internal Guide : - Mrs VAISHALI SETH External Guide :- MrS---------------------
SINHGAD COLLEGE OF ARTS AND COMMERCE
NARHE PUNE 41
SINHGAD COLLEGE OF ARTS AND COMMERCE AMBEGAON, NARHE PUNE 41
This is to certify that Mr. PANKAJ KUMAR OF T.Y.BBA HAS SATISFACTORY COMPLETED THE PROJECT REPORT onTHE SUBJECT market share of dabur honey as laid down by the Pune University. Year: 2011 Sem: T.Y. B.B.A Roll No: 65 Place: Pune
Internal Examiner’s Signature Principal’s Signature Dr. K.V. BACHUTE External Examiner’s
I hereby declare that the project report entitled
MARKET SHARE OF DABUR HONEY
has been carried out and submitted to Pune University is my original work . The empirical findings in this report are based on the data collected by me. I have not reproduced from any report of University neither of this year or any previous year.
Date: Place: Pune Pankaj Kumar
NO. 3.SR. 1. 6. 4. 2. 5. . PARTICULARS CHAPTER I INTRODUCTION Research Area Objectives Placed (a) Primary Data (b) Secondary Data Objectives Achieved Hypothesis of the Study Research Methodology & Research Plan (a) Primary Data Collection Sources (b) Secondary Data Collection Sources Limitation of the Study CHAPTER II History Awards Marketing Mix: ‘P’s” Details Organisational Structure Any Other Relevant Information CHAPTER III APPLICATION OF THEORY CHAPTER IV ANALYSIS OF DATA Question Tabular Representation Pictorial Representation Interpretation CHAPTER V FINDINGS & COCLUSIONS CHAPTER VI Suggestions and Recommendations Bibliography Annexure PAGE NO.
Chapter 1 Introduction .
Satyam Bhardwaj (Sri Krishna Enterprises) Kadamkuan. The project has given me a full exposure of the theoretical part which has been effectively followed in the practical part in an organization. Patna. who has given me valuable information in the part of my project. I wish to express my heartfelt thanks to Mr. for their co-operation and guidance in successful completion of the assigned project.ACKNOWLEDGEMENT I take the opportunity to express my gratitude to all of them who in more or other way helped me to accomplish this challenging project in Dabur. No amount of written expression is sufficient to show my deepest sense of gratitude to them. Without their guidance it would not be any possible to design any strategic plan or taking any strategic decisions. PANKAJ KUMAR . I am also thankful to all the member of Dabur. In the part of my study curriculum and in-class guidance in am indebt to all my faculties who has shared their knowledge and strengthen my conceptual framework in all the subjects I have gone through in this BBA Course.
key to our growth is knowledge of nature.5 million retail outlets. From the small dispensary in Calcutta in 1884. the organization has today grown into a corporation having significant presence in health and personal care markets in India and abroad with more than 100 years of understanding of consumer needs and ability it provides safe solutions from a deep understanding of Ayurveda. S. Dr. Dabur has sets its vision to strive for providing good health and well being to every household through its ten productions bases spread across India manufacturing a range of herbal. At Dabur. Thus was born an organization. Dabur products are also manufactured in Nepal. An ontological parental facility has just been established in the U. Burman (1856-1907) (The founder of Dabur) A VISION TURNS A REALITY: More than a century ago a young Indian doctor started with a vision to provide innovative and affordable healthcare products for Indian masses.K. and use of modern research tools for superior understanding of this .INTRODUCTION “What is that life worth which can not bring comfort to others”. Egypt and Dubai. health and personal care products.K. The company is served by a strong distribution network of C&F agents and distributors that ensures the presence of Dabur products in over 1. foods Ayurvedic medicines and pharmaceuticals. today known as “Dabur India Limited”. which provides the basis.
RESEARCH AREAS PATNA • • • • BORING CANAL ROAD KADAMKUAN NALA ROAD GANDHI MAIDAN . Innovation in products.knowledge for providing continuous innovation. processes and method will drive Dabur to global leadership in health and personal care products.
To analyze the market of honey in different areas of PATNA. 2. To find the ways to increase the market share of Dabur honey. Secondary objective 1.To find out the sales planning of the marketing department. 2.To check the satisfaction level of users.To find out the distribution channel of the company. OBJECTIVE ACHIVED . 3.To know retailers and consumers perception about Dabur honey.RESEARCH OBJECTIVES Primary objective 1. 4.
100 .All the above mentioned objectives are achieved up to maximum possible extent RESEARCH METHODOLOGY Areas Research Design Sources of Information Data collection Method Types of questions Used : : : : : Patna Exploratory Primary Data Secondary Data Structured Non Disguised Questionnaire Open Ended Multiple Choice Close ended Dichotomous Target Group : Retailers Kids (6-10 Years) Ladies (Mothers) Sampling Method Sample Size : : Random Sampling Retailers -150 Kids-70 Ladies.
it is necessary to develop standardize forms to guide the procedure. a standardize form called Questionnaire is prepared. The various secondary sources for this project are:1) Employees of the organization. .DATA COLLECTION METHOD Primary method Questioning and observing are the two basic methods of collecting primary data. When information is to be collected by asking questions from people who may have the desired data. Secondary method Data which is not originally collected but rather obtained from published or unpublished sources are known as secondary data. To collect good primary data. Questionnaire consists of list of questions to be asked from the respondents and space to record the answers/responses. These data are usually Complied by government or non official bodies and are available somewhere freely.
LIMITATIONS OF MARKETING RESEARCH 1. 5. The lack of appropriate training to researcher leads to misinterpretation of questions to be asked for data collection. 2. Marketing research is carried out on customers. Human beings have a tendency to behave artificially when they know that they are being observed. Subjectivity is the main limitation of MR. 4. . dealers wholesaler retailers etc. The MR projects generally take longer time. It is highly expensive and time consuming.2) Any published document. It is very difficult to verify the research results. 3. 3) Company’s website. The time by which the research results are presented market situation also undergoes a change. who are human beings.
Rs 1375. Food Dabur Amla. BSE) 1884 Ghaziabad V.CHAPTER 2 PROFILE OF DABUR Type Founded Headquarters Key people Industry Products Chyawanprash.03 crore www. C.com .dabur. Hajmola & Real Revenue Website Public (NSE. Burman Health Care. Dabur Vatika.
C. S. he began a direct mailing system to send his medicines to even the smallest of villages in Bengal. Starting from a small shop in Calcutta.G. Burman lays the foundation of what is today known as Dabur India Limited. From a humble beginning in 1884. as a manufacturer of traditional medicine in Calcutta. is one of the oldest health and personal care companies of India.M. S. • Dr. established in 1884. Dr.K. progress has been many milestones. Burman. multi. It now enjoys the distinction of being the largest Indian F. company and is poised to become a true Indian multinational.locational and multiproduct modern Indian corporation with a global presence.K. . This young man.DABUR HISTORY Dabur India Limited. The brand name Dabur is derived from the words ‘Da’ for Daktar or doctor and ‘bur’ from Burman. laid the foundation of what is today known as "Dabur India limited". Dabur has come along way to become a multi-facet. The phenomenal .
“P”MIX ANALYSIS BRAND STRENGTH / WEAKNESS Elements of Marketing Mix Product Strengths Brand Locality 66% Market Share (In value) 45% Market Share Weaknesses .
• Some retailers are unaware about the sale promotion schemes.) as a food item. Packaging 200gms.) Targeted to kids (i. 100gms. Effective Reach • No window hiring/ displays. • Less schemes for retailers to push the product. CHANGE IN MARKETING MIX OF DABUR 1. . 500 gms and 1 Kg. • Present gifts are less attractive.e.Price Packaging Packsizes Positioning Advertising Sales Promotion Distribution System (In Volume) Most Selling Brand 40-Crore Brand Affordable Attractive Available in 5 packsizes No sachet / Plastic (50 gms. PRODUCTS The company has decided to enter businesses of soups and tomato puree under the Hommade brand and fruit drinks under Coolers. 610 Yrs. Widespread two level channel.
homegrown FMCG company . The company invested Rs. a fruit-based beverage in a ready-todrink format. Dabur launches Hajmola Pudina: As I have mentioned in the previous page that Dabur launched the Hajmola Pudina In a bid to push the growth of its Hajmola brand. After major success of its `Real' brand of fruit juices. which will be available in three variants — Aam Panna. the distribution network would be expanded to 50 towns and one lakh outlets.the all companies are trying to cover the market by launching the new product therefore Dabur is also trying to cover the marker with the launch of `Coolers'. Dabur is planning to expand: Aiming to tap the fast growing home cleaning products market in the country. `Coolers' brand of products will be 25-30 per cent cheaper than the `Real' juices. through `Coolers' the company hopes to corner a chunk of beverages market that protects from excessive effects of heat during summer. homegrown FMCG major Dabur is planning to expand its range of kitchen and home cleaners and freshners. 12 crores for the development of the new brand. In the second phase. The new offering will be initially available in top 30 towns and 50. Dabur Foods Limited on Thursday introduced its new brand in seven years. Pomegranate and Watermelon — while Jamun drink will be launched shortly. The company enjoys 55 per cent market share in the Rs.000 outlets. 120-crore fruit juice market.
the management of the Dabur was handed over to a team of professional managers. 2. . The then prevailing current ratio of 3:2 and quick ratio of 2:4 were considered too high and indicative of heavy unnecessary investments in working capital that would have a negative effect on company's profitability. when in late 1990s. the new management faced a gigantic task of improving performance in several critical areas. but finally yielded results. Every marketing strategy will have its own related pricing strategy.by way of tie-ups with Highway Dhabas . After running as a family business for over 100 years.. affects demand.Dabur India has extended the digestive range with the launch of a new variant .. the company also plans to undertake a host of consumer connects initiatives . The case study discusses the measures taken to improve the working capital and cost management performance. In particular. and can help target a market segment. working capital and cost management required urgent attention as the company's performance in these areas had been far from satisfactory. and how with concerted efforts the . Further.to increase frequency of consumption by promoting post-meal consumption.Hajmola Pudina. Efforts to improve the working capital efficiency were met with stiff resistance from various quarters. PRICE Price is one of the most effective marketing tools to promote a business because price conveys image.
About 75 per cent of the company's sales come form rural areas. Dabur has categorised its sales and distribution channels into finer segments. As part of a recent initiative titled Astra. The company also will keep a tab on its performance on a monthly and quarterly basis. 3. Dabur has a distribution reach of 25 lakh retail outlets across the country.4 in 2004–05. which was unveiled in May. the company seemed to have taken the matter to the other extreme of negative working capital. and expects nearly 40 per cent growth in sales through modern trade and institutions. telungu. and distribution models. hence. advanced sales training for retail ascendance. The company also expects rise in consumer spending in the rural areas and plans to spread the initiative in the rural market. In fact. Tamil. Malayalam and Kannada. Bengali. with the current ratio declining to 0:8 and the quick ratio to just 0. FMCG major has recruited 75 sales and HR managers across the country who would educate over 2. Dabur is targeting sales growth of above 15 per cent after implementing Astra. like hotels. Under Astra.management turned around a highly inefficient working capital management into one of the most efficient in the FMCG sector of the Indian industry. such as . it has created the Astra training consultancy module in five vernacular languages.000 distribution channel partners of the firm about the complexities of sales and distribution through the audio-visual medium. PLACE Shopkeepers selling Dabur India's consumer products would now learn marketing through roleplays staged by professional actors at their shops.
4. fit. or alter according to individual specifications. brand/SKU focus.key grocers. trade activation programmes. merchandising and managing channel conflict. Astra is a step ahead of Dare. . small outlet and modern trade. wholesale. Dare was aimed at leveraging Dabur's brands performance in modern retail. The programme will address specific needs and expectations of each channel in the areas such as. chemist. trade promotion programmes. driving achievement of retail excellence. Customized service Customized service firms offer a variety of research services that are tailored to meet the clients specific needs. PROMOTION DABUR is focusing on the customer service and to serve their customers they are customizing their products according to the customers need to customize = to build. introduced by the company in 2006. Astra will encompass all the distribution channels including modern retail. mass grocers.
ORGANISATIONAL STRUCTURE CHAIRMAN ↓ MANAGING DIRECTOR ↓ DIRECTORS ↓ GENERAL MANAGER ↓ SALES MANAGER ↓ AREA SALES MANAGER ↓ SALES EXECUTIVES ↓ SALESMAN .
and . The management is fully committed to quality ensures all resources to accomplish this task. process and systems to provides consistent quality products to meet our customer’s requirement worldwide. QUALITY POLICY At Dabur. • To implement systems to ensure prevention of errors either than detection of errors. • To manufacturers effective health care products at competitive prices and to improve the quality of life of the common masses.Other Information VISION “Dedicated to the health and well-being of every household”. QUALITY OBJECTIVES To focus on its customers and successfully meet their needs and requirements. Quality is a relentless commitment to continuous improvements in product.
• To ensure global competitiveness by striving to achieve current good manufacturer practices (GMP).
DABUR HONEY COMPETITORS
INDIAN BRANDS Mehsons Baidyanath Natural Way Himani Zandu Charakh Himalayan Himflora Kashmiree Honey FOREIGN BRANDS Capilano (Australian) Lagneese (German) Fragata LOCAL BRANDS Parag Ankur ( Khadi Gram Udyog) Dadi’s ( Hoshiarpur) Kabliwala Tripta Hadras (U.P.) Mohun’s Uttarakhand Bajaj Honeylime
APPLICATION OF THEORY
Marketing research is defined as "The systematic and exhaustive search for the study of the facts relevant to any problem in the field of marketing. Marketing research is the function which links the consumer, customer and public to the
marketer through information- information used to identify and
define marketing opportunities and problems, generate, refine and evaluate marketing actions, monitor marketing performance; and improve understanding of marketing as a
Marketing research specifies the information required to address these issues; designs the method for collecting
information process; manages and implements the data collection process; analyzes the results; and communicates the findings and their implications.
CHAPTER 4 ANALYSIS OF DATA
PRODUCT PUNCH LINE
OTHER PRODUCTS .
6.I (RETAILERS) Question 1. . What is the percentage of the retailers who keep honey and who do not keep honey? 8% 92% Who Keep Honey Who Don't Keep Honey INTERPRETATION It was observed that 8% of the retailers don’t keep honey at al while 92% of the retailers do keep honey.0 ANALYSIS .
all that the company had . used as a cough palliative. If in western homes it is a term of endearment. The only big ogranisation selling honey at that time was khadi gram udyog that too unbranded produce from villages to the urban markets. Dabur made a start of mass marketing its honey. honey is traditionally seen as a health syrup. Dabur found that the demand is low. the company introduced branded honey in glass jars to the Indian market about a decade ago. No company in the organized sector had seen business opportunity in honey. till the Dabur India Limited decided to source honey in large volumes from apiculturalists (bee -hive farmers) and market it. honey is a wonder product. Honey's usage was restricted to the world of therapy. By flowing honey through its distribution stream. a skin conditioner or alternately as a base ingredient for other ayurvedic formulations. in India.PRODUCT PROFILE In its generic form.
It changed the traditional perception of Indian consumer about honey as a medicine to tasty. placing the brand on the purity platform. Allied's and Mehson's among them had started gaining recognition in the branded honey market.Natural way (Golden Meadows). 2004. although they were confined to small pockets by their lack of a wide distribution mechanism. At that time Dabur's ad spend for honey was a piffling Rs.achieved was placing the product within the urban consumer's reach. Other brands. The small marketers were selling on price. which meant trouble for Dabur. nutricious food on the breakfast table. Growth came. 10-15 lakhs a year. . In the year 2005. some with fancy packaging to target the upmarket buyer. This posed a danger. Dabur gave the brand's ad account to enterprise. that was not satisfactory. And some more were on their way in. By the late 1980's. Dabur Honey took to national level advertising for the first time. at about 20 per cent. small regional brands had started getting stronger.
Niacin.) Proteins and Amino Acids: (Proline. Tin. Vitamin B-2 or Riboflavin. Gold etc. gluconic.oxidase etc.) Vitamins: Vitamin B-I or Thiamin. Citric form ie. Silver. Phosphorus. Sulphur.5 38 37 2 0.2 0. Vitamin B-6 or Pyridoxal. Phenylanin . Calcium. Manganese. Chlorine and Traces of Chromium. succine etc. Amylase or Diastare.) Enzymes: (Invertase. Nickel. Buteric. Iron. Valine etc. Acids: (Acetic.5 20 Percentage 70-80 . maleic.CONSTITUENTS OF HONEY Total Dissolved Solids Sugars Fructose (Levulose) Glucose (Dextrose) Sucrose Other higher sugars Water Minerals: ( Potassium. Copper. Gluclose . Leucine. Magnesium. Vitamin C Traces Traces 0. lactic.25 0.
cnclusion Taking into consideration the Dabur Honey which has market share of 66% (in value) and 44% (in volume). Its annual sales are approximate 40 crores per annum. . The company is now a days offering it as a food. It is being widely distributed and lot of money being spent on advertising and sales promotion. Reminder Advertising is important to remind the target market about the existence of the product. The dabur honey was relaunched in 1994 as food items. which is a positive sign. There has been 12% in increase in sales from the last year. The total market of honey is 100 crores.
RESEARCH OBJECTIVES .
Develop the research Plan Collect the information Analyze the information Present the Findings .PROCEDURE OF MARKETING RESEARCH Define the problem & research objectives.
which is needed to attain the objectives. This framework is to ensure that relevant information is collected and that too depending upon the objectives of the study. The research design can be classified into three categories-Exploratory. A casual research design is often adopted in order to discover and determine the cause and effect relationship. SOURCES OF INFORMATION It is necessary to prepare a list of the information. Descriptive and Casual. The research design used for the project at hand is of exploratory in nature.RESEARCH DESIGN A research design is simply a plan or framework for a study that is used in collecting and analyzing the data. The purpose of this type of research is to extract new insight into problem. PRIMARY DATA It consists of the original information or new data gathered specifically for the purpose. 1. . emphasis on discovery of ideas. Questioning and observing are the two basic methods of collecting primary information. Exploratory research seeks to discover new relationships. Descriptive research attempts to determine the frequency with which something occurs or the relationship between two phenomenons. This research is used when very little is known about the problem being examined.
it is necessary to develop standardize forms to guide the procedure. To collect good primary data. When information is to be collected by asking questions from people who may have the desired data. . SECONDRY DATA It consists of information that already exists somewhere having been collected for another purpose. Questionnaire consists of list of questions to be asked from the respondents and space to record the answers/responses. DATA COLLECTION METHOD Questioning and observing are the two basic methods of collecting primary data.2. a standardize form called Questionnaire is prepared.
Specifying Data requirements. 2. Deciding the number and sequence of questions. 4. While constructing a questionnaire. The researcher must assume that the information he/she obtains from the interview and the questionnaire is essentially about the respondent's verbal or written behavior. The researcher assumes that the respondent is able and willing to communicate the desired data either verbally to an interviewer or in writing on a questionnaire form. Determining the type of questions to be used. Revising and pretesting the questionnaire. Questionnaire designing consists of five steps as follows: 1. 5. . The respondent's point of view. two key assumptions to be followed are: 1. 3. Preparing the preliminary draft of questionnaire. the researcher should keep in mind two things: (I) (II) The objectives of the research project. 2.QUESTIONNAIRE DESIGN While proceeding to design questionnaire.
Data obtained is easier to tabulate and interpret. Structured Techniques. There are as follows:1. UNSTRUCTURED. 4. Non Disguised. 2. NON DISGUISED.TYPE OF QUESTIONING TECNIQUES There are four general methods of collecting data using the questionnaire techniques. but the response to the question is open ended. questions are presented with exactly the same wording and in exactly the same order to all respondents. STRUCTURED TECHNIQUES In this type of questionnaire. Non Disguised. . Structured Techniques. The responses as well as questions are standardized. Unstructured Techniques. Projective techniques are the examples of this type. the purpose of the study is clear. Focus groups and Depth interviews tends to obtain more information from the respondents. UNSTRUCTURED. Disguised. 3. Unstructured Techniques. Disguised. NON DISGUISED TECHNIQUES In this type of questionnaire. DISGUISED TECHNIQUES The unstructured-disguised questionnaire is developed when a respondent is not willing or cannot find words to express meaning to answer direct questions and his hidden motives remain unexpressed.
STRUCTURED. DISGUISED TECHNIQUES The structured -disguised questionnaire emerged as an attempt to secure the advantages of disguise in revealing subconscious. hidden motives and attitude along with the advantage in coding and tabulation common to structured approaches. The main aim was to analyze the market of honey which was done by making questionnaires for the retailers. A pilot survey was made to test the feasibility of the questionnaires. open ended . The questions seeking the information were used. . The type of questions used were closed-ended. kids and ladies (mothers) who could give the maximum information. multiple choice and dichotomous questions.
ANALYSIS . What is the percentage of the retailers who keep honey and who do not keep honey? 8% 92% Who Keep Honey Who Don't Keep Honey INTERPRETATION It was observed that 8% of the retailers don’t keep honey at all while 92% of the retailers do keep honey. .I (RETAILERS) Question 1.
Question 2.What is the percentage of the retailers who think that the gifts are attractive and unattractive 10% 10% 80% Unattrative Scheme Attractive Scheme Can't Say INTERPRETATION It was observed that the 80% of the retailers told that there is no effect of the present gifts while 10% of them have said that they are attractive and remaining 10% were either uniformed about the gifts or they told nothing. .
.Question 3 How many retailers keep dabur honey and how many keep other brands? 4% 44% 52% Keep Only Dabur Honey Other Brands Including Dabur Don't Keep Dabur Honey INTERPRETATION It was observed that 52% of the retailers keep only Dabur Honey while 4% of them don't keep Dabur Honey and remaining 44% of the retailers keep other brands also.
Question 4 What influence sale of dabur honey? 5% 2% 5% 10% 52% 9% 17% Brand Name Advertisement Can't Say Quality Promotion Scheme Purity Easy Availability INTERPRETATION It was observed that 52% of the retailers have told that sale of Dabur Honey is due to its brand name. 5% because of advertisement. 10% due to purity. . 2% because of promotion schemes and 5% due to easy availability. 17% said due to quality.
while remaining have no such kind of .Question5 How many retailers complain about crystallization? 30% 70% Complaints No Such Complaints INTERPRETATION It was observed that 27% of the retailers complaint about the crystallized honey complaint.
.Question 6 How many retaillers are satisfied with the margin provided? 39% 61% Unsatisfied with margin Satisfied with margin INTERPRETATION It was observed that 61% of the retailers were unsatisfied while remaining were satisfied with the margin.
.ANALYSIS II (KIDS) Question : how many kids eat honey? 28% 72% Don't Eat Honey Eat Honey INTERPRETATION It was observed that 28% of the kids don’t eat honey at all while remaining 72% do eat honey.
.Question : How kids consume dabur honey? 13% 39% 48% Plain With Bread/ Milk/ Paronthas Both INTERPRETATION It was observed that 39% of the kids consume plain honey. milk or paranthas and 13% of them consume it as both. 48% consume it with bread.
.34% 66% Consume once a day More than once INTERPRETATION It was observed that 66% of the kids consume honey once a day while 34% of them consume honey twice or thrice a day.
at any time of the day). Remaining 7% consume it as medicine.26% 33% 7% 34% As food items As Snacks As Medicine As Both ( Food Items & Snacks) INTERPRETATION It was observed that 33% of the kids consume honey as food items (At a specific time ie. 26% of them consume it as both snacks and food items. in morning or evening). . 34% of them consume it as snacks (ie.
23% 53% 24% Chess Sketch Pen Snake & Ladders INTERPRETATION It was observed that 53% of the kids prefer chess as free gift while 24% of them prefer sketch pens and remaining prefer snake & ladders as free gift. .
1% 9% 90% Seen and remember the Dabur advertisement Other advertisement Not Seen the advertisement INTERPRETATION: It was observed that 90% of the kids have seen and remember the Dabur advertisement. while 9% have not seen the advertisement and 1% have seen the other brand’s advertisement. .
.ANALYSIS III (MOTHERS) 14% 86% Don't Consume Honey Consume Honey INTERPRETATION It was observed that 14% of the respondents don’t consume honey at all.
. while 35% told that adults consume honey.35% 65% Kids Adults INTERPRETATION It was observed that 65% of the respondents said that kids consume honey the most.
Level of satisfaction for 39% of the respondents was good and for 44% of the respondents was very good. .17% 44% 39% Very Good Good Satisfied INTERPRETATION It was observed that 17% of the respondents are satisfied with Dabur Honey.
26% due to easy availability. .21% 30% 24% 25% Quality Purity Easy Availability Brand Name INTERPRETATION It was observed that 34% of the respondents purchase Dabur Honey because of quality 27% because of purity . 23% due to brand name.
10% 90% Consume Dabur Honey Don't Consume Dabur Honey INTERPRETATION It was observed that 90% of the respondents consume Dabur Honey. while they remaining consume other brands. .
200gms. . 50gms. INTERPRETATION It was observed that 40% of the respondents generally consume 500gms. and 100 gms..17% 5% 40% 38% 500gms. And 17% consume 50 gms.. 5% consume 1 Kg. 1 Kg. and 100 gms. 38% consume 200gms.
• In Ghaziabad. .e. • Competitive brands are giving more margin because of which retailers are least interested in selling the product. • Foreign branded honey is now available in the market and is liked by the consumers. • In areas like South Delhi. customers don’t consider price to purchase market. small sugar crystals) is affecting the sales.THREATS • More and more branded honey is available in the market with five or six flavours. • Complaints like granulation of honey (i. markets for expensive / Foreign honey has been developed as yet. the honey and the foreign honey is capturing the OPPORTUNITIES • New flavours of honey can be introduced. so there are only few brands including local brands among which only Dabur is doing well. • New packaging like sachet and plastic packaging can be launched.
Dabur Honey also enjoy good brand loyalty. Due to an inadequate budget for advertising. As in the case of Asavarishtas which enjoy good demand during season changes and warm months low demand in the other seasons . the company has been unable to promote and create a consumer base of its own. the demand is not met well by companies which fail to accurately predict this pattern and hence end up producing insufficient quantities when the demand is high and end up with excess inventory as the demand wanes.CONCLUSION This survey has revealed that the Ayurvedic industry is a very complex industry with a manufacturing process. The Dabur Honey brand is a major player in the market. Fluctuating demand of Ayurvedic medicines is a problem with which companies have to contend. Dabur Honey is under constant threat from it competitors and loosing its market share. The companies fail to review their targets accurately to coincide with the decreasing levels of demand. which is sensitive and requires expert supervision. . Though due to inefficient distribution and sales network its true potential is yet to be realized.
use thrice a day for kids and twice a day for adults (as the case may be) • For Sales promotion gifts like pencil box. jelly. a lot of information was gathered which is being presented in the form of suggestions:• As the honey is targeted to the kids. it can be used for preparation of cakes.) • To increase its consumption. they are consuming honey in the same ways as suggested in the advertisement. • More and more displays like window hiring can be given for the retail outlets as it has been said that “ Jitna Dikhega Utna Bikega” • Sales promotion schemes like” Price off or extra Amount” can be given. • It is natural for honey to crystallize but consumers can be made aware about this fact because it is affecting the sales. squash etc.SUGGESTIONS & RECOMMENDATIONS After the survey and the analysis. it can be written on the bottle of the honey that for best results. (eg. • Margin can be increased because other competitors are giving more margin due to which the retailers are least interested in pushing the brand (Mehsons is giving 36% margin). if the consumption of honey has to be increased the new uses can be suggested. . so. it can be in the shape of the bottle of Dabur Honey. • More schemes like ‘Seasonal Schemes’ can be given to the retailers.
small toys. . Lagneese. Fragata are now available in the market and doing well in posh markets like South Delhi and sector 18. cars etc can be given for kids. Plastic packaging for 1 kg. Badminton Racket. • The main competitors are Mehsons. Himani which are not the corporate brands as Dabur. Honey was demanded by the consumers. Dabur can merge with the foreign brand and can do marketing for it. • Sales cam also be promoted by distributing small sachets and gifts to the children on the places like ‘Appu Ghar’ through the Joker. Noida where people don’t consider the price to purchase the honey. • Sales promotion gifts like ball. Pocket chess. • New packaging like ‘Sachet or plastic packaging’ can be introduced. • An awareness programme can be done in the schools like Mother’s pride where gifts and posters can be given to the kids. • Foreign brands like Capilano.• More detailed information about honey can be given on the company’s Internet site. The Brand like Mehsons can be purchased to kick it out from the market. Natural way.
Vice President. Dabur repositioned Dabur Honey as a taste enhancer and aimed its communication at housewives . "While that effort yielded results-the brand grew at five year CAGR of 30 per cent-it needed to find a way to increase the width and depth of usage to continue the pace of growth. In order to make the product appeal to the segment. . The Rs. Sales & Marketing. In the first stage in 1994.it talked about using honey in lot of dishes right from salads to deserts to lemonades to chicken. So in order to move it out of the kitchen cabinet on to the dining table. 40 crore brand has been repositioned twice in the last five years. annually. This squeezy packlaunched in the top four metros only. That confined the bottle to shelves. Till 1993-94. Dabur India has launched the product in a trendy squeezy pack priced at Rs. In a more concerted effort to position one of its top ten brandsDabur Honey-on the fun plank and draw the user group-kidsdirectly. the category was growing at the rate of 20 per cent. Dabur Honey was repositioned on the food platform after the company found that the brand was perceived as a medicinal sweetener.will be promoted through advertising which will begin in the next few weeks and PoS material that communicates the fun plank with the headline: Play With Your Food With Honey Squeeze Pack. Financial Express 5th July. 78 for a 400 gm pack." says Sunil Duggal. only to be brought out occasionally. 2005 DABUR HONEY NOW IN A TRENDY SQUEEZE PACK. Dabur. the company also plans to change the old staid looking labels on the packs with company labels.
are currently being evaluated. The estimated size of the market is around Rs. 500gm and 1kg Dabur Honey. The brand expects to achieve a turnover of Rs. 100 crore with a large unorganized sector. "The real results will emerge now but the immediate challenge is to maintain the current growth rate. late last year. These include giving away fun freebies such as comics and animal faced masks with 200 gm. 45 crore in the current financial year.So." says Duggal. The result from the second stage of repositioning. Besides the TV advertising campaign-honey khaake dekho jiDabur has supported the new positioning plank with various below the line activities targeting kids. Besides. it decided to narrow down its target audience from housewives to kids while continuing its strategy to position honey as a food product. Dabur contacted more than 55. the company has undertaken a plantation awareness programme in more than 200 schools in Delhi. says Duggal. The aim: to grow the market by promoting large scale/frequent consumption. .000 children of class II and III and provided booklets and poster to them. 4 crore on advertising. Dabur Honey claims to be the leader in the branded Honey market with a more than 50 per cent market share. The brand spends about Rs. As part of the project.
As a step towards professionalisation of Dabur's board. Recently. Dabur added a new variant to its Pudin Hara range. the sales turnover went up by 10 per cent on like to like basis after excluding its foods business that has been carved into a separate subsidiary. 247. during the same period last year. The company expects to record higher growth rates during the rest of the year as some new products are slated for launch during the second and third quarter.17 crore received by the company from sale of its 49 per cent stake in General de Confeteria Ltd. Dabur Amla Hair Oil. 21.1 which would lead to an increase in the number of shares of the company resulting in better liquidity. Special Hair Oil and Dabur Honey by . according to the company release. While Dutta has formerly been the chairman of Hindustan Lever Ltd. While Vatika Shampoo grew by more than 100 per cent. Dabur.90 crore as against Rs. 10 into 10 equity shares of Rs. Duggal is the vice President-family products division. 233. (HLL). The company has maintained its advertising and promotional expenditure at 11.Financial Express – July 10. Dabur inducted SM Dutta and Sunil Duggal on the board of directors.2 per cent to Rs.53 crore during the period under the review.5 per cent of sales and recorded healthy growth in the sales performance of some of its major health and personal care brands. The board also approved a stock split of each equity share of Rs. 2005 The net profit excludes a non-recurring income of Rs. However. The sales turnover grew by 6.
Hajmola by 13 per cent and Ulgel. .12 per cent. the release added. the subsidiary set up in the UK to manufacture and market oncology formulations for European and US market. During the quarter. an antacid in ethnic flavour increased by 20 per cent. It's key pharmaceutical brand new Livfit recorded a growth of more than 100 per cent. the company made an additional investment of $ 3 million in Dabur Oncology Plc.
BIBLIOGRAPHY BOOKS Marketing Management Marketing Research LIBERARIES Khuda baks Library Sinha Library WEBSITE www.com NEWSPAERS Business Standard Economic Times : : Philip Kotler Boyd .Dabur.
[i] Name………………………………………………………… [ii] Age …………………………………………………………. Do you ask yourself for honey? 4. 2.QUESTIONNAIRE (CHILDREN) 1. If YES (in question Three) why do you consume honey? 5. When do you consume honey? ž ž ž ž ž ž ž When you want to have something for fun Whenever you feel like having something sweet Along with lunch/ dinner . How do you consume honey ? With toast/Bread ž With Ice-cream ž With Nibu Pani ž With Parathas/Roti [viii] Any Other (Specify) [i] [ii] [iii] [iv] [v] [vi] [vii] At breakfast With snacks In tiffins With friends 6. Among the following which items do you consume? [i] [iii] [v] [vii] [i] [i] [iii] [i] [iii] [v] [vii] Jam Chocolates Honey Butter Yes Health Both (i) &(ii) Honey plain With Milk With Biscuits ž ž ž ž ž ž ž ž ž ž [ii] [iv] [vi] Chips Jelly Cheese ž ž ž ž ž ž ž [viii] Cold Drinks [ii] [ii] [iv] [ii] [iv] [vi] ž ……………………… No Taste Any other 3.
………………………………. If yes (in question six). …………………………………………………………………………… ………………. 7. which advertisements? ………………………………. ž ž ž [ii] [iv] [vi] Star Plus ž Cartoon Network ž Any other (Specify)…………. [i] [iii] [v] 11. Family ž ž ž [ii] [ii] [iv] No Friends ž ž Who encourage you to take Dabur honey? Any other (Specify)………….V.... Have you seen any advertisement of honey on television? [i] Yes ž [ii] No ž 9. 10. Channels? Sony Zee Network Doordarshan the advertisement? Yes T. [i] [iii] Which T.. 8..V. [i] 12.. How many times do you take honey in a day? [i] [iii] Once Thrice ž ž [iv] [ii] Twice ž Any other (Specify) ………………….[viii] Any other (Specify) …………………………………. Have you decided to purchase Dabur honey after watching .
Do children ………………………………………….QUESTIONNAIRE 1.000 .000 ž (ii) (iv) (vi) ž Ketchups Cheese Chips (viii) ž ž ž Any other (specify) ž ž ž (iii ) Rs.000 Rs. 5.000 & above 2. 5.Rs.. ________________________________________ Age _______________________________________________ Occupation _________________________________________ Income:(i) (ii ) Below Rs. Who consumes honey the most ? (i) (iii ) (v) Children ž (ii) (iv) Yourself Family ž ž Husband ž Any other (specify) ………………………………………… 4.? (i) (ii) Ask for it ž You give it yours self ž 5.000 (vi ) Rs. 15. 10. PERSONAL DETAILS Name: _____________________________________________ M/F _______________________________________________ Address/Tel. 15.000 Rs. 10. How do kids consume honey? . From the following which items do you consume? (i) (iii) (v ) Jam Honey Butter ž ž ž (vii ) Cold drinks ………… 3.
When do you usually decide your purchase of honey? ž (ii) Health . 7. Why do adults consume honey? (i) (iii) Taste ž Both (i) & (ii) ž (iv) Any other (specify) …………… 10. How do adults consume honey? (i) (v) Honey plain With Biscuits ž ž ž (ii) (iv) (vi) ž With toast/Bread With Ice-cream With Nibu Pani ž ž ž (iii ) With Milk (vii) With Parathas/Roti ………..(i) (iii) (v) Honey plain With Milk With Biscuits ž ž ž (ii) (iv) (vi) ž With toast/Bread With Ice-cream With Nibu Pani (viii) Any Other ž ž ž (vii) With Parathas/Roti (Specify)………… 6. Why do kids consume honey? …………… 9. When do you take honey? (i) (ii) (iii) (iv) (i) (iii) At breakfast ž (viii) Any Other (Specify) Any times of the day as a snacks As when need arise Any other (specify) Taste ž Both (i) & (ii) ž (iv) Any other (specify) ž (ii) Health ž ž ž 8.
. (i) (iii) 15. In which season do you purchase honey mostly? Do you buy …………………………………………………… ? …………. Which brand do you consume? Dabur Himani ž ž (ii) (iv) Zandu Any other (Specify) ž ž (ii) Zandu word "Honey"? ………… 16.. (i) (iii) (v) If answer is (a) in Q. (i) (iii) 14. fifteen what do you like the most? Purity Price Packsize ž ž ž (vi) (ii) Quality (iv) Packaging ž ž Easy availability ž . (i) (iii) As on when need arises ž With monthly grocery list Any other ( specify)…………………………………………… Winter Rainy season Branded ž Local Brand ž (iv) Any other (Specify) ž ž ž (ii) (iv) (ii) Summer Whole year Unbranded ž ž ž 11..(i) (ii) (iii) (i) (iii) 13. Which brand comes to your Mind first when you heard of the Dabur ž Himani ž (iv) Any other (Specify) …………..
……………… 21.(vii ) Brand name (ix) 17. Any other (specify) From where do you buy Dabur honey generally? Medical store ž (ii) (iv) General store ž Departmental store ž Any other (Specify) …………………………………………………… ………… 19. 200 gms.. Who influence the buying decision? (i) (iii) 20. Children Family ž ž (ii) (iv) Friends ž Any other (specify) …………… What is your monthly consumption of Dabur honey ? ……………………………. (i) (iii) (v ) 18.……………………………. ž ž (ii) (iv) 100 gms. 500 gms.. (i) (iii) ž (viii) Free gifts ž Any other (Specify) Which packsize do you normally purchase? 50 gms.. ž ž ………………………………………………….. (i) (iii ) Your level of satisfaction:Very good Satisfy ž ž (ii) (iv) Good ž Any other (Specify) ………… .
………………………………………. ………………………………………. ………………………………………………………………………… …………………………………….………………………………………. ………………………………………. ……………………………………….………………………………………. Your Suggestions : ……………………………………. ………………………………………………………………………… .22.
ž [iii] 200 gms. 4. Which brands? [i] [iii] Dabur Zandu ž ž [ii] [iv] Himani Any other [specify] ž ž Himani Any other [specify] ž [ii] [ii] [iv] No Himani Any other (specify) ž ž …………… 6.QUESTIONNAIRE (RETAILERS) 1. ž [v] Any other (specify) ……………………………………………. ž [ii] 100 gms.. Do customers ask for simply honey or branded honey? [i] Yes ž [ii] No 5. ž [iv] 500 gms. [iii] [v] 200 gms. (If answer is one in question five) which pack sizes of Dabur honey do you have? [i] 50 gms. 7. Do you think that do children demand Dabur honey mostly ? …………………………………………………………………………… . Which brand do you sale mostly? [i] Dabur ž [ii] [iii] Zandu ž [iv] …………. 8. Which packsizes do you sale mostly? [i] 50 gms. Which brands do you have ? [i] Dabur ž [iii] Zandu ž ………… 3. ž [iv] 500 gms.. ž [ii] 100 gms. Any other (specify) ž ž ………………………………………………. Do you keep honey ? [i] Yes ž 2.
. 15. Yours Suggestions:…………………………………………………………………………… …………………………………………………………………………… Good ž .9. Do customers purchase honey after seeing various brands ? Yes ž [ii] No ž 11.. What do you think that more consumption of Dabur Honey depends upon season also? If Yes ? [i] Winter ž [ii] Summer ž [iii] 12. ž Any other (specify) ………………………………………….. [i] 14. Why customers go for Dabur ? [i] Purity ž [ii] [iii] [v] [vii] [ix] 10. ž [ii] In kgs.… Are you satisfied with your margin ? Yes ž [ii] No How is your relation with distributors? Very Good ž [ii] ž Satisfy ž [iv] Any other (specify) …………. [i] Price Packsize Brand name ž Any other (Specify) ž ž ž [iv] [vi] Quality Easy availability Packaging [viii] Free gifts ž ž ž …………………………………………………. [i] [iii] 13. [i] [iii] Rainy Season ž [iv] Any other (specify) ………… What is your monthly sale ? In gms..
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