A RESEARCH PROJECT REPORT

ON
“MARKETING STRATEGY OF DABUR PRODUCT”

Submitted to Utter Pradesh Technical University, Lucknow

for the partial fulfillment for the Degree of
MASTER OF BUSINESS ADMINISTRATION

Submitted To:

Dr. AJAY TRIPATHI Dr. ASHWANI VARSHNEY

Project Supervisor HOD (Management)

Submitted By: VIPUL KUMAR SINGH

Roll NO.: 1211670138

JAIPURIA INSTITUTE OF MANAGEMENT

14- C, VASUN1DHARA, GHAZIABAD.

1
 CERTIFICATE

This is to certify that VIPUL KUMAR SINGH a student of Master of Business

Administration, Batch (2012-14) of JAIPURIA INSTITUTE OF MANAGEMENT,

Roll No. 1211670138 has undertaken the Research under my guidance for the Research

Project Title “MARKETING STRATEGIES OF DABUR PRODUCT”. This

Research Project Report is prepared in partial fulfillment for the Degree of Master of

Business Administration by Utter Pradesh Technical University, Lucknow.

To the best of my knowledge, this research work is original and no part of this report
has been submitted by the student earlier to any other institution / university.

Dr. AJAY TRIPATHI Dr. ASHWANI VARSHNEY

Project Supervisor HOD (Management)

2
 ACKNOWLEDGEMENT

It is with the feeling of satiated and sense of zenith that I draft this

acknowledgement note. I wish to express my gratitude to those who have generously

helped me to compile the Dissertation and stand up high, to the expectation of the

institute.

I would like to express sincere gratitude to Dr. AJAY TRIPATHI and Dr.

ASHWANI VARSHNEY my faculty member’s guidance for his considerable advice,

time and substantial encouragement throughout the course of this dissertation.

Last but not the least; I would like to thank my friends for their diligent endeavor and

earnest desire to lead me towards my path of perfection.

VIPUL KUMAR SINGH

MBA- IV (SEM)

3
 TABLE CONTENT

SUB TOPIC PAGE NO

INTRODUCTION OF THE COMPANY 6

I. COMPANY PROFILE 8
II. COMPANY HISTORY
10
III. FINANCIAL REPORT 13

PRODUCT PROFILE 15
PRODUCT LINE 16
I. OVERVIEW OF THE HAIR OIL SEGMENT 19
a) OVERVIEW OF VATIKA 20
b) STP ANALYSIS OF VATIKA HAIR OIL 22
c) MARKET MIX OF VATIKA HAIR OIL 24

II STP ANALYSIS OF DABUR CHYAWANPRASH 35

III MARKETING MIX OF DABUR CHYAWANPRASH 38

IV ADVERTISING 39

SWOT ANAYSIS 52

ANSOFFIS PRODUCT MARKET EXPANSION GRIP 54

OBJECTIVE 57

4
RESEARCH METHODOLOGY 58

FINDING & ANALYSIS 63

CONCLUSION 86

LIMITATION 89

RECOMMENDATION 91

ANNEXURE 93

BIBLIOGRAPY 98

5
INTODUCTION OF COMPANY

6
 Introduction to the Topic

The origin of Dabur can be traced back to 1884 when Dr. S.K. Burman started a health

care products manufacturing facility in a small Calcutta pharmacy. In 1896, as a result

of growing popularity of Dabur products, Dr. Burman set up a manufacturing plant for

mass production of formulations. In early 1900s, Dabur entered the specialized area of

nature based Ayurvedic medicines. In 1919, Dabur established research laboratories to

develop scientific processes and quality checks. In 1936, Dabur became a full-fledged

company with the name Dabur India (Dr. S.K. Burman) Pvt Ltd. Dabur shifted its

operations to Delhi in 1972. Dabur became a Public Limited Company in 1986 and

Dabur India Limited came into existence after reverse merger with Vidogum Limited.

In 1992, Dabur entered into a joint venture with Agrolimen of Spain to manufacture

and market confectionary items in India. In 1994, Dabur raised its first IPO. In 1998,

day to day running of the company was handed over to professionals. In 2000, Dabur

achieved a turnover of Rs 1000 crores. In 2005, Dabur acquired Balsara. Dabur crossed

$ 2 billion market cap in 2006. Some of the well-known brands of Dabur are: Amla

Chyawanprash, Hajmola, Lal Dantmanjan, Nature Care, Pudin Hara, Babool

Toothpaste, Hingoli, Dabur Honey, Lemoneez, Meswak, Odonil, Real, RealActiv and

Vatika.

7
 COMPANY OVERVIEW

Over its 120 years of existence, the Dabur brand has stood for goodness through a

natural lifestyle. An umbrella name for a variety of products, ranging from hair care to

honey, Dabur has consistently ranked among India’s top brands. Its brands are built on

the foundation of trust that a Dabur offering will never cause one harm.

The trust levels that this brand enjoys are phenomenally high. While Ries and Trout

may ask “What does Dabur stand for—shampoo or digestive tablets?” The answer is

fairly simple, it stands for India’s fourth largest fast moving consumer goods company

that both consumers and trade respect and trust unequivocally, and which has an annual

turnover of over Rs 15 billion.

The company has kept an eye on new generations of customers with a range of

products that cater to a modern lifestyle, while managing not to alienate earlier

generations of loyal customers.

Dabur is an investor friendly brand as its financial performance shows. There is an

abundance of information for its investors and prospective information including a

daily update on the share price (something that very few Indian

8
brands do). There’s a great sense of responsibility for investors’ funds on view. This is

a direct extension of Dabur’s philosophy of taking care of its constituents and it adds to

the sense of trust for the brand overall.

9
 COMPANY HISTORY

Dabur India Ltd. made its beginnings with a small pharmacy, but has continued to learn

and grow to a commanding status in the industry. The Company has gone a long way in

popularizing and making easily available a whole range of products based on the

traditional science of Ayurveda. And it has set very high standards in developing

products and processes that meet stringent quality norms.

1884 - Established by Dr. S K Burman at Kolkata

1896 - First production unit established at Garhia

1919 - First R&D unit established

Early 1900s – Production of Ayurvedic medicines

Dabur identifies nature-based Ayurvedic medicines as its area of specialization. It is
the first Company to provide health care through scientifically tested and
automated production of formulations based on our traditional science.

1930 - Automation and up gradation of Ayurvedic products manufacturing

initiated

1936 - Dabur (Dr. S K Burman) Pvt. Ltd. Incorporated

1940 - Personal care through Ayurveda

Dabur introduces Indian consumers to personal care through Ayurveda, with the
launch of Dabur Amla Hair Oil. So popular is the product that it becomes the largest
selling hair oil brand in India.

1949 - Launched Dabur Chyawanprash in tin pack

10
Widening the popularity and usage of traditional Ayurvedic products continues. The
ancient restorative Chyawanprash is launched in packaged form, and becomes the
first branded Chyawanprash in India.

1957 - Computerization of operations initiated

1970 - Entered Oral Care & Digestives segment

Addressing rural markets where homemade oral care is more popular than
multinational brands, Dabur introduces Lal Dant Manjan. With this a conveniently
packaged herbal toothpowder is made available at affordable costs to the masses.

1972 - Shifts base to Delhi from Calcutta

1978 - Launches Hajmola tablet

Dabur continues to make innovative products based on traditional formulations that
can provide holistic care in our daily life. An Ayurvedic medicine used as a digestive
aid is branded and launched as the popular Hajmola tablet.

1979 - Dabur Research Foundation set up

1979 - Commercial production starts at Sahibabad, the most modern herbal

medicines plant at that time

1984 - Dabur completes 100 years

1988 - Launches pharmaceutical medicines

1989 - Care with fun

The Ayurvedic digestive formulation is converted into a children's fun product with
the launch of Hajmola Candy. In an innovative move, a curative product is
converted to a confectionary item for wider usage.

1994 - Comes out with first public issue

1994 - Enters oncology segment

1994 - Leadership in health care

Dabur establishes its leadership in health care as one of only two companies

11
worldwide to launch the anti-cancer drug Intaxel (Paclitaxel). Dabur Research
Foundation develops an eco-friendly process to extract the drug from its plant source

1996 - Enters foods business with the launch of Real Fruit Juice

1996 - Real blitzkrieg

Dabur captures the imagination of young Indian consumers with the launch of Real
Fruit Juices - a new concept in the Indian foods market. The first local brand of 100%
pure natural fruit juices made to international standards, Real becomes the fastest
growing and largest selling brand in the country.

1998 - Burman family hands over management of the company to professionals

2000 - The 1,000 crore mark

Dabur establishes its market leadership status by staging a turnover of Rs.1, 000
crores. Across a span of over 100 years, Dabur has grown from a small beginning
based on traditional health care. To a commanding position amongst an august
league of large corporate businesses.

2001 - Super specialty drugs

With the setting up of Dabur Oncology's sterile cytotoxic facility, the Company
gains entry into the highly specialized area of cancer therapy. The state-of-the-
art plant and laboratory in the UK have approval from the MCA of UK. They
follow FDA guidelines for production of drugs specifically for European and
American markets.

2002 - Dabur record sales of Rs 1163.19 crore on a net profit of Rs 64.4

FINANCIAL REPORT

12
 INCOME 2007 2006 2005 2004 2003 2002

Sales Turnover 1778.02 1369.68 1268.72 1147.98 1232.3 1163.19

Excise Duty 36.93 26.89 42.49 65.4 73.37 60.61

Net Sales 1741.09 1342.79 1226.23 1082.58 1158.93 1102.58

Other income 19.31 22.34 11.97 11.73 9.61 16.74

Stock 22.19 -4.24 7.96 -25.78 -3.58 16.85

Adjustments

Total Income 1782.59 1360.89 1246.16 1068.53 1164.96 1136.17

EXPENDITURE

Raw Materials 558.4 428.7 447.19 405.32 452.7 466.87

Power & Fuel 30.59 26.28 21.69 17.12 19.84 18.31

Cost

Employee Cost 109.77 91.23 74.99 70.3 89.47 77.46

Other
Manufacturing

Expenses 255.13 153.35 111.91 80.46 74.73 74.23

Selling and Adm 460.52 365.33 368.11 329.47 360.09 350.03

Exp

Miscellaneous 55.17 56.36 35.5 29.09 32.15 26.13

Expenses

Total 1469.58 1121.25 1059.39 931.76 1028.98 1013.03

Expenditure

Operating Profit 313.01 239.64 186.77 136.77 135.98 123.14

Interest 6.81 5.73 4.66 7.58 18.4 26.64

Gross Profit 306.2 233.91 182.11 129.19 117.58 96.5

13
Depreciation 21.98 19.05 17.1 15.75 22.04 20.99

Profit Before Tax 284.22 214.86 165.01 113.44 95.54 75.51

Tax 31.52 18.08 13 8.75 7.62 4.92

Fringe Benefit tax 3.28 3.7 0 0 0 0

Deferred Tax -2.66 4 4 3.49 3 5.56

Reported Net 252.08 189.08 148.01 101.2 84.92 65.03

Profit

Extraordinary 8.29 1.94 3.61 2.6 0.58 2.98

Items

Adjusted Net 243.79 187.14 144.4 98.6 84.34 62.05

Profit

PRODUCT PROFILE

14
PRODUCT LINE

Foods

 Real
 Real Activ
 Hommade
 Lemoneez
 Capsico

Health Care

Baby Care

 Dabur Lal Tail

 Dabur Baby Olive Oil
 Dabur Janma Ghunti

Health Supplements

15
  Dabur Chyawanprash
 Dabur Glucose D

 Hajmola Yumstick
 Hajmola Mast Masala
 Anardana
 Hajmola
 Hajmola Candy
 Hajmola Candy Fun 2

 Pudin Hara (Liquid and Pearls)

 Pudin Hara G
 Dabur Hingoli

Skin Care

 Gulabari
 Vatika Fairness Face Pack

16
Natural Cures

 Shilajit Gold
 Nature Care
 Sat Isabgol
 Shilajit
 Ring Ring
 Itch Care
 Backaid
 Shankha Pushpi
 Dabur Balm
 Sarbyna Strong

Personal Care

Hair Care Oil

 Amla Hair Oil

 Amla Lite Hair Oil
 Vatika Hair Oil
 Anmol Sarson Amla

Hair Care Shampoo

17
  Anmol Silky Black Shampoo
 Vatika Henna Conditioning Shampoo
 Vatika AntiDandruff Shampoo
 Anmol Natural Shine Shampoo

Oral Care

 Dabur Red Gel

 Dabur Red Toothpaste
 Babool Toothpaste
 Dabur Lal Dant Manjan
 Dabur Binaca Toothbrush

Ayurvedic Specialities

 Ayurveda
 Ayurveda Vikas

18
 OVERVIEW OF THE HAIR OIL SEGMENT

In the last quarter of the previous century Indian women have imbibed global mores,

ethics, fashions and styles in a remarkable way. Yet the popular iconography of

Indian beauty still associates them with beautiful fair skin and dark, long lustrous

hair – a commonly accepted definition of beauty in Indian society.

Across the country, mothers spend endless hours teaching their daughters what their

mothers had taught them about maintenance of their natural beauty – taken primarily

as caring for the skin and hair. In the hair care regime, of the numerous prescriptions

none is more universally accepted than the oiling of hair for nourishment and use of

home-made concoctions of henna and shikakai paste for conditioning them.

It would come as a surprise to only a few that hair oils have a penetration of almost

98% (Source: IRS 2003). Of the branded market, hair oils form a major chunk

accounting for Rs. 13 billion with coconut hair oils as the prime segment at Rs. 9.1

billion. (Source: ACNielsen ORG-MARG 2003).

OVERVIEW OF VATIKA

19
The Vatika brand was launched in 1995 with Vatika Hair Oil as its first product.

In the very first year of its launch it crossed Rs. 100 million in turnover. Over the

years, Vatika has come to be amongst the company’s highest selling brands.

It was joined in 1997 by Vatika Henna Cream Conditioning Shampoo and later, in

2000, by Vatika Anti-Dandruff Shampoo. In 2003, brand sales crossed Rs. 1,000

million. From the company’s perspective, Vatika is expected to continue to drive its

growth in the years to come. With its innovative offerings, the brand aims to become

a frontrunner in the market for hair care and skin care products.

Vatika is a comparatively young brand but is already acknowledged for the

qualitatively influential and pioneering role that it has played in the evolution of the

categories it has had a presence in. Currently, the total annual sales of Vatika

products are over Rs. 1,000 million. Of this, Vatika Hair Oil enjoys a 6.4% market

share in the coconut hair oil category (Source: ACNielsen ORG-MARG, 2003).

Vatika has not just been successful in garnering a premium image but, today, stands

as the preferred and trusted brand of 11.1 million users (Source: IRS Household

Data)

PRODUCT

20
Dabur Chyawanprash is the leader in the Chyawanprash category and enjoys a

market share of 61 per cent. In 50s Dabur pioneered the concept of branded

Chyawanprash and since has invested heavily in product development, clinical studies

and consumer awareness. The product is essentially a health supplement.

Known as the “elixir of life”, Chyawanprash has (clinically) proven benefits in

maintaining smooth body functioning. The principal ingredient Amla (Indian

Gooseberry) acts as an anti-oxidant and immuno-stimulant. Dabur Chyawanprash helps

in stimulating immune system, relieving stress, improving stamina, fighting aging

through anti-oxidant property, improving lung function, fighting respiratory infections

& building resistance to disease. It is these properties that make Dabur Chyawanprash a

preferred choice for its users.

Ingredients of Dabur Chyawanprash

 Vishwast

Amla, Ashwagandha, Hareetaki, Dashmul, Ghrit and several

other herbs and herbal extracts.

 Special

Vishwast fortified with additional health beneficial herbs like 

Keshar, Akarkara etc

PACKAGING

21
The figure above shows the evolution of the packaging of Dabur Chyawanprash.

Dabur continuously innovates the package and branding of its chayawanprash. It

launched Dabur Chyawanprash first in 1949 in a tin pack and it was the first branded

Chyawanprash in India. Later Dabur came out with its new packet of Chyawanprash

with Amitabh Bachchan as their brand ambassador. It also received “Brand

Relaunch of the Year “award from IMA.

Available in

Dabur Chyawanprash is available in three sizes to cater to the needs of different types

of people.

1. One kilogram pack

2. 500 gram pack

3. 250 gram pack

STP ANALYSIS OF VATIKA HAIR OIL

22
 SEGMENTATION

Vatika Hair Oil was launched at an almost 100% premium to the market leader.

This meant that the segment of the market that dabur wanted to cater to was the

premium segment which valued nourishment of the hair above the price and it

tried to attend to that segment which was not price sensitive.

TARGETING

This was in line with its proposition and overall brand strategy of a premium up-

market product targeted for individual needs as opposed to the collectivist culture of

the category. It targeted the high income urban category of hair oil users. Since the

product was expensive it could mainly cater to the urban market as opposed to the

rural market where consumers are highly price sensitive. Being positioned as having

amla, henna and lemon extracts, the product was targeted towards the young,

contemporary, educated, multi-faceted, achievement-driven and confident women

who were positioned as the Vatika Woman.

POSITIONING

23
 ‘Total hair Care’ brand’

The product innovation was fed by the vital consumer insight that many women

in contemporary India are worried about hair problems caused by urban

pollution, frequent change of diet due to geographical mobility and other factors.

Beset by modern-day hair problems, they are far more inclined to rely on home-

grown remedies. By offering hair oil that combined the benefits of natural

products in a single pack, Vatika created a niche for itself as the ‘total hair care’

brand.

“Natural” offering

Vatika is a brand that espouses traditional wisdom about health in a modern

format. It believes that nature has perennial answers to day-to-day health issues,

particularly when it comes to hair care and skin care. In a world where modern

living causes untold stress the Vatika brand holds out the promise of providing

natural ingredients that rejuvenate and safeguard the human body in an

extraordinary way. This concept is put to work through contemporary, modern

products, offered by Vatika.

The Vatika woman

24
The Vatika woman is young, contemporary, educated, multi-faceted,

achievement-driven and confident. It is in the Vatika brand that she sees a true

reflection of her own personal ideals.Through creation of the concept of Vatika

woman,it has tried to carve out a new positioning in the minds of the new age

woman.

MARKETING MIX OF VATIKA HAIR OIL

25
Vatika Hair Oil has made a huge impact with its innovative product offering, pricing

strategy, easy availability and promotion campaigns. In the marketing mix of Dabur,

we shall be discussing the 4 Ps of marketing mix with respect to Vatika Hair Oil. The

mix shall be analyzed as followed:

 Product

 Price

 Place

 Promotion

Product Price Promotion Place

• Product • List Price • Advertising & • Channels

Variety • Discount Promotion • Location

• Quality • Financing • Public Relations • Inventory

• Design Schemes • Sponsorships

• Features • Credit Terms • Internet

• Brand Names Marketing

• Services

PRODUCT

26
Brand Name: Vatika in Hindi means ‘garden’. The brand attempts to live up to

the promises – beauty and nature – that are associated with its very name.

Starting with these associations Vatika has assiduously built a brand that delivers

on all these values through its various product offerings, the mother brand being

Vatika Hair Oil..

Innovative product offering:. Vatika Hair Oil is coconut hair oil with special

ingredients adding value to the product. While coconut oil has been regularly

used by Indian women as a basic hair nutrient, a combination of herbs and

natural products such as henna, amla and lemon have been used for special hair

needs.

Coconut hair oil provides nourishment to the hair, while henna along with other

herbs coat the hair and protect it from oxidation, thereby maintaining its natural

colour. Amla strengthens hair roots and helps maintain their natural health and

thickness. Lemon with its astringent action controls sebum flow and helps in

prevention of dandruff.

Apart from henna, amla and lemon, it also contains other natural ingredients like

brahmi, neem, bahera, kapur, kachari, harar, dugdha and sugandhit

dravyas.

Packaging: The qualities of Vatika products, ascribed to the brand by hundreds

of thousands of satisfied consumers, have been further underlined by its

attractive packaging. In a category dominated by blue

27
 packs as analogous of pure coconut oils, Vatika broke the norm with its white

and green bottle with a mushroom cap.The green-and-white colours, used in its

packaging, reflect the brands’ natural ancestry and give it a premium look.

These also help Vatika stand out in the cluttered environment of Indian retail.

Available in

Bottles 75 ml, 150 ml, 300 ml

Flip cans 150 ml, 300 ml

Flip cans were introduced for the winter season.

Quality Vatika products contain natural ingredients that have been blended together

through scientific processes at Dabur’s in-house research laboratories. Dabur Research

Foundation has more than 100 scientists working together to make superior quality

products that match international standards.

PRICE

In the traditional coconut hair oil category, which presumably had price sensitive

consumers, Vatika Hair Oil with its value added proposition – henna, amla and

lemon in a pure coconut oil – broke this myth when it launched at almost a

100% premium to the market leader; even with such a pricing strategy it was

28
able to garner a significant share from the leader in the very first year of its

launch.

The table above shows that Dabur Vatika is one of the highest priced of hair oils

since it targets the higher income class and also that the prices have remain

unchanged since 1999.

PRICE/QUALITY MATRIX

Price→

Quality High Middle Low

29
 ↓

Luxury Ideal For Premiere

High Segment Penetration Offering

VATIKA

Overpriced Average Real

Middle Bargain

Make The Sale Unhappy Cheap

Low and Run Customers Goods

PLACE

Vatika products including Vatika Hair Oil are sold in 38 countries through more

than 15 lakh retail outlets and 5,000 distributors who service the entire country

through a wide marketing network.

30
Dabur’s distribution network extends beyond India in the following countries as well:

Distribution Network

 Central, North & South America

 Australia

 Asia

 Middle East

 North & South Africa

 East & West Europe

PROMOTION

31
Vatika – the key focus brand of the company – has always been well

supported. The company realised early that, from the perspective of brand

building, it was vital to invest in this brand.

Vatika Hair Oil’s first promotion: It focussed on the key benefit –

beautiful hair without hair problems – that came about as a result of the extra

nourishment through the value addition of henna, amla and lemon-derived

additives.

Creating conceptual awareness: In the initial phase of the communication,

the marketing objective was to create conceptual awareness about the new

product – the goodness of coconut oil

32
enriched with natural herbs. Vatika was firmly established as the leader in

the new category of value-added hair oils and its promotion campaign was so

successful that the product segment itself came to be identified with Vatika.

In 1997, the company created a new promotion campaign which reinforced

the obvious fact that most coconut oil brands were not equipped to combat

the effects of pollution, hard water and chemicals – the major causes of hair

ailments and hair deterioration.

ADVERTISING

33
“Advertising is some form of paid-for method of communicating with the target

audience to inform, educate, reinforce or persuade, leading to mutually

satisfactory exchange”

Nothing can happen without establishing the brand’s heritage emphasizing

technological prowess, explaining benefits and building bonds with prospective

buyers. Ads are necessary because the images are still mouldable and fluid and

the consumer’s sophistication level is low.

Vatika Hair Oil uses a number of advertising media like television, print,

internet, outdoor media which includes hoardings.

Events: In a series of other promotional activities, Vatika has been associated

with shows and sponsored events such as the Vatika Super Model India 2001

and Vatika Zee Sangeet Awards. It has also had a strong association, since its

inception, with Mover’s and Shakers’ – the popular TV show.

34
Celebrity Endorsements: The idea

of using an extraordinary hair oil that offered extra

nourishment was communicated through

campaigns featuring icons such as Mandira Bedi,

Shefali Chhaya and Sudha Chandran– all

modern, young women perceived to have that

extra edge in their personality.A number of

commercials over the years have featured personalities like Aditi Govitrikar, Preeti

Jhangiani and Shweta Jaishankar.To infuse the values of youthfulness and natural

beauty, Rani Mukherjee is the current brand ambassador

35
 STP ANALYSIS OF DABUR CHYAWANPRASH

SEGMENTATION

Dabur Chyawanprash is the market leader in the Chyawanprash segment. It comes

under the category of health supplements. The segments that it considers are growing

kids, competitive youth, ever busy housewives and the aged.

For the growing kids: In today's competitive environment, the children are under high

pressure to excel.

For the competitive youth: Modern life keeps the youth busy and demands them to be

active and efficient.

For ever-busy housewives: The 'homemaker' needs to be fit in order to shoulder all

responsibilities.

For the aged: Old age weakens a person physically and mentally.

After segmenting the population into these categories it aims to keep them fit and

healthy.

36
 TARGETING

Traditionally, chyawanprash was supposed to be a health supplement for the aged and

kids. Dabur Chyawanprash (DCP) is now targeting adults, housewives, youth and

kids .This it is trying to achieve through its promotion activities by making Amitabh

Bacchan and Vivek Oberoi do the endorsement act. Amitabh has been projected as a

user of Chyawanprash attempting to establish the relevance of DCP amongst the adults

in today’s demanding lifestyle. Vivek, who represents an urban ambitious non-user

with a mindset that Chyawanprash is not for him, meets his moment of truth when

outperformed by a young Chyawanprash user, thus reaching out to kids. His final

conversion from a non-user to a Chyawanprash user connects with the Youth. These

two ads compliment each other and connect very well with the targeted consumers

37
 POSITIONING

"Andar se strong”: Dabur chyawanprash has the tag line "Andar se strong” By using

a natural language instead of scientific language it is able to connect with the

consumers and is able to achieve a better positioning in the minds of the Indian health

conscious consumer. A category like Chyawanprash for instance needs to understand

that in employing the category language it loses any chance of expressing its own

benefit distinctively.

Holistic Health benefit of Ayurveda: Dabur Chyawanprash helps in stimulating

immune system, relieving stress, improving stamina, fighting aging through anti-

oxidant property, improving lung function, fighting respiratory infections & building

resistance to disease. The brand conveys this health conscious holistic view of the

product.

Brand Trust: Over 100 years of Dabur’s experience in Ayurveda ensures selection,

processing and quality control of right herbs along with scientific and clinical studies –

makes DCP a trustworthy offering for consumers. Consumers view DCP as a product

by a trusted brand and therefore do not need to think twice before making a purchasing

decision.

38
 MARKETING MIX OF DABUR CHYAWANPRASH

Dabur Chyawanprash is the market leader in the chyawanprash segment and has

achieved this with its innovative product offering, pricing strategy, easy availability and

promotion campaigns. In the marketing mix of Dabur, we shall be discussing the 4 Ps

of marketing mix with respect to Dabur Chyawanprash. The mix shall be analyzed as

followed:

 Product

 Price

 Place

 Promotion

39
Product Price Promotion Place

• Product • List Price • Advertising & • Channels

Variety • Discount Promotion • Location

• Quality • Financing • Public • Inventory

• Design Schemes Relations

• Features • Credit • Sponsorships

• Brand Terms • Internet

Names Marketing

• Services

40
 PRODUCT

Dabur Chyawanprash is the leader in the Chyawanprash category and

enjoys a market share of 61 per cent. In 50s Dabur pioneered the concept

of branded Chyawanprash and since has invested heavily in product

development, clinical studies and consumer awareness. The product is essentially a

health supplement.

Known as the “elixir of life”, Chyawanprash has (clinically) proven benefits in

maintaining smooth body functioning. The principal ingredient Amla (Indian

Gooseberry) acts as an anti-oxidant and immuno-stimulant. Dabur Chyawanprash helps

in stimulating immune system, relieving stress, improving stamina, fighting aging

through anti-oxidant property, improving lung function, fighting respiratory infections

& building resistance to disease. It is these properties that make Dabur Chyawanprash a

preferred choice for its users.

Ingredients of Dabur Chyawanprash

 Vishwast
Amla, Ashwagandha, Hareetaki, Dashmul, Ghrit and several
other herbs and herbal extracts.
 Special
Vishwast fortified with additional health beneficial herbs like 
Keshar, Akarkara

41
 Packaging

The figure above shows the evolution of the packaging of Dabur Chyawanprash.

Dabur continuously innovates the package and branding of its chayawanprash. It

launched Dabur Chyawanprash first in 1949 in a tin pack and it was the first branded

Chyawanprash in India. Later Dabur came out with its new packet of Chyawanprash

with Amitabh Bachchan as their brand ambassador. It also received “Brand

Relaunch of the Year “award from IMA.

Available in

Dabur Chyawanprash is available in three sizes to cater to the needs of different types

of people.

1. One kilogram pack

2. 500 gram pack

3. 250 gram pack

42
 PRICE

The pricing of Dabur chyawanprash is very competitive. Dabur chyawanprash uses

second degree price discrimination i.e more the quantity, lower the price.

1kg Rs.175.00

500gms Rs.100.00

250gms Rs. 55.00

43
PRICE/QUALITY MATRIX

Price→

Quality High Middle Low

Luxury Ideal For Penetration Premiere

High Segment Offering

DABUR

CHYAWANPRASH

Overpriced Average Real

Middle
Bargain

Make The Unhappy Customers Cheap

Low Sale and Goods

Run

44
 PLACE

Dabur has a very wide distribution of its products through 1.6 million retail outlets and

50 C & F agents all over India who distribute products to the retailers. A distribution of

C & F agents and manufacturing locations is given below.

Dabur’s distribution network extends beyond India in the following countries as well

Distribution Network

 Central, North & South America

 Australia
 Asia
 Middle East
 North & South Africa
 East & West Europe

45
PROMOTION

The main form of promotional activities of Dabur chyawanprash are concentrated

towards advertising and it has neglible sales promotional activities.

Advertising

Nothing can happen without establishing the brand’s heritage emphasizing

technological prowess, explaining benefits and building bonds with prospective buyers.

Ads are necessary because the images are still mouldable and fluid and the consumer’s

sophistication level is low. Dabur chyawanprash is advertised on print media as well

as on television.

The company has launched two ads, one each with Amitabh and Vivek, in national

electronic media followed by a series of print media campaign directed towards

creating awareness to educate people about the holistic benefits of Chyawanprash.The

ads have been created by McCann Ericsson and the company would be spending close

to Rs 10 crore in promotional campaign this year. The ads would also be translated in

Bengali. These advertisements are supposed to target the old and the younger

generation respectively.

46
 Advertisement showing Vivek Oberoi

A little boy suggests his brother To which the brother replies,

to have Dabur Chyawanprash “Mujhe iski kya zaroorat?

everyday.

The boy asserts, “Zaroorat The big brother follows him but

hai!” and starts running. is unable to catch him using every way.

47
Running with super energy the boy ...the big brother also dives in the

dives into the river. Not to be left behind... river but ultimately stops when he

get tired

With no option left he agrees The ad ends on the big brother

with his younger brother, “maan promising to have a spoon of the

gaye guru, tere Dabur chyawanprash everyday. But Our

Chyawanprash ko” younger one insists on two spoons.

48
 COMPETITOR ANALYSIS

The key competitor’s of Dabur in the Chyawanprash segment are Baidyanath, Zandu

and Himani, which together with Dabur have about 85% of India's domestic market.

Dabur is India's largest Ayurvedic medicine supplier and the fourth largest producer of

FMCG. It was established in 1884, and had grown to a business level in 2003 of about

650 million dollars per year, though only a fraction of that is involved with Ayurvedic

medicine. Dabur Chyawanprash (herbal honey) has a market share of 61%.

We have tried to analyse the competition for Dabur in the Chyawanprash segment as

follows:

49
Sri Baidyanath Ayurvedic Bhawan Ltd. (Baidyanath for short) was founded in 1917

in Calcutta, and specializes in Ayurvedic medicines, though it has recently expanded

into the FMCG sector with cosmetic and hair care products; one of its international

products is Shikakai (soap pod) Shampoo.Its Chyawanprash has a market share of 10%.

Zandu Pharmaceutical Works was incorporated in Bombay in 1919, named after an

18th-century Ayurvedic. The company focuses primarily on Ayurvedic products (in

1930, pharmaceuticals were added, but the pharmaceutical division was separated off

about 30 years later).

50
The Emami Group, founded in 1974, provides a diverse range of products, doing 110

million dollars of business annually, though only a portion is involved with Ayurvedic

products, through its Himani line; the company is mainly involved with toiletries and

cosmetics, but also provides Chyawanprash and other health products.Its market share

is 12%.

51
 SWOT ANALYSIS OF DABUR

STRENGTHS

 Strong presence in well defined niches( like value added Hair Oil and Ayurveda

specialities)

 Core knowledge of Ayurveda as competitive advantage

 Strong Brand Image

 Product Development Strength

 Strong Distribution Network

 Extensive Supply Chain

 IT Initiatives

 R & D – a key strength.

WEAKNESS

 Seasonal Demand( like chyawanprash in winter and Vatika not in winter)

 Low Penetration(Chyawanprash)

 High price(Vatika)

 Limited differentiation (Vatika)

 Unbranded players account for the 2/3rd of the total market(Vatika)

52
OPPORTUNITIES

 Untapped Market(Chyawanprash)

 Market Development

 Export opportunities.

 Innovation

 Increasing income level of the middle class

 Creating additional consumption pattern

THREATS

 Existing Competition( like Himani, baidyanath and Zandu for Dabur

Chyawanprash and Marico,Keo Karpin, HLL and Bajaj for Vatika Hair Oil)

 New Entrants

 Threat from substitutes (like Bryllcream for Vatika hair oil)

53
 ANSOFF’S PRODUCT MARKET EXPANSION GRID

MARKET PENETRATION: The new campaigns, featuring Amitabh Bachchan

and, for the first time, Vivek Oberoi, makes an aggressive attempt to establish the
relevance of Chyawanprash in an increasingly tough and demanding lifestyle, for the
entire family. As a market leader, Dabur’s focus has been to increase the relevance of
this time-tested and proven product in the family - both for users and non users - and
increase penetration. In their new campaign they have tried to establish the fact that
Chyawanprash, with its ‘well - being’ properties, gives an edge to the users and dispel
the myth that it should be consumed in illness or is meant only for Children or the aged.

MARKET DEVELOPMENT: Dabur has identified exports as a major thrust area for

the future. An international business division has been set up within the company to

promote exports and it expect this business to grow steadily in the coming years. The

54
company plans to focus on Russia and CIS countries along with Afghanistan, West

Indies and the Asia Pacific region. It has also entered the North American markets by

appointing distributors and initiating marketing of products to the ethnic Indian

segment. The company has already been exporting hair oils, shampoos and Hajmola

candies to Afghanistan. In Bangladesh, Dabur is entering into a joint venture with a

local partner to manufacture and market its products. Dabur will hold a majority stake

in this joint venture.

PRODUCT DEVELOPMENT:

Dabur India Ltd (DIL),buoyed by a bottom-line growth of 84 per cent in the first

quarter this fiscal, would be investing significantly in the launch of several new

products including Dabur Herbal Toothpaste and Vatika Henna Conditioning hair

packs over the coming months.

The Vice-President-Sales, Mr S. Raghunandan, said, "The FMCG industry cannot be

defined only by the performance of large players. Smaller companies are now dictating

terms and defining the market. DIL will launch new products backed by adequate

research."

DIVERSIFICATION: Diversification across product segments and markets is one of

the key factors in favour of Dabur India. In 2001-02, Dabur India had three major

revenue contributors — FMCG products, pharmaceuticals and ayurvedic specialties,

accounting for 76 per cent, 14 per cent and 7 per cent respectively, of its revenues.

Dabur's FMCG product basket includes such strong brands as Dabur Chyawanprash,

Vatika hair products, Hajmola digestive candy, Pudin Hara, Dabur Lal Dant Manjan
55
and Dabur Lal Tail massage oil. In pharmaceuticals, Dabur India markets branded as

well as bulk formulations, both in the domestic and export markets; oncologicals is a

key focus area. Dabur's anticancer molecule DRF 7295 is currently in Phase I clinical

trials on humans.

In a bid to diversify its product portfolio, Dabur India Ltd (DIL) has entered the toilet

soap market besides expanding its over-the-counter (OTC) medicine range with 10

new additions over the next few months. The company has begun test marketing toilet

soaps under the brand name Vatika in West Bengal. There is a single variant,

containing saffron and honey, right now and Dabur is positioning it on the herbal

platform. Manufacturing of the soaps category is being outsourced at present

Besides diversifying its product portfolio under the Consumer Care Division (CCD)

with a foray into soaps, DIL has also decided to enhance focus on the Consumer

Healthcare Division (CHD) this fiscal. The newly created CHD division within DIL

deals in prescription-based Ayurvedic medicines and over-the-counter (OTC) products.

Traditionally a business with low growth prospects, CHD closed 2004-05 at Rs 107.8

crore.

Some of the existing OTC products of DIL include cough and cold formulation

Honitus, isabgol called Naturecure, and memory enhancer Shankhpushpi .

The company plans to launch other products under its own brand name in Russia and

has already launched Dabur Boro Glow.

56
 OBJECTIVE OF THE STUDY

 To know the customer awareness about the brands of the Dabur.

 To aware about the mostly preferred brand among the customer and

Retail Stores

 To survey with customers and Retail Stores to know the Marketing

Strategies of Dabur

 To know about STP strategies of company to attract customers

towards brands

 To aware about the Schemes whatever provided by company to

Retail Stores and Customers.

57
Research Methodology
58
Research Plan

Data source : Primary data and secondary data

Research approach : Observation & Survey

Research instrument : Questionnaire for consumers, retailers & dealers

Sampling Plan : Sampling unit Sample size 100, Sampling

procedure random

Contact method : Personal

Field work plan : Survey place & time

Research & common platform, refer to a knowledge. Another definition of research & a

careful investigation or enquiry specially through search for new fact in any brand of

knowledge.

Before embarking upon the research plan the research objective were specified. The

clarity of the objective was helpful in carrying forth the project plan with core & with

encumbrance.

Methodology used in survey

59
Data collection : A structure from which is primary. In this sources of information was

used in this research was designed in order to find out the various record information &

also to fulfill the objectives of the project.

All form filled by myself taking a part of on English. Some question were framed in the

forms in directly so as to gather the information which …. Would have been asked

directly might have offered the retailers so that this had to be frame indirectly.

Sample Selection : Area of study: I choose the routes to know the market conditions of

the DABUR that what are the real position of DABUR in the market. The choosen

route are given below

h Design

Methodology Adopted

As the purpose of the project report is to analyse the consumable products successfully

launched in the last three years.

The data was collected both with the help of primary as well as secondary sources.

For primary data, I proceeded with the drafting of the questionnaire for consumers was

structured as undisguised, & Personal -interview retailers. Distributors & wholesalers

and it was handed personally by me to the respondents to be analysed.

The questionnaire method was used-

60
a) To get first and relevant and unbiased information

b) Questionnaire provides versatility and solutions can be obtained by just asking

the questions.

c) Questioning is usually faster and cheaper.

d) Moreover, there is more control over data gathering activities.

Secondary data was also collected personally by me, which the company has furnished

for the general public. The secondary data was gathered with the help of various

magazines, newspapers, journals, brochures and also through the internet. For

secondary sources no field work was employed.

In order to amplify the empirical findings from primary and secondary sources, a

survey was conducted both of consumers and retailers Distributor & Wholesalers in

order to gauge the market opinion.

The questionnaire was of multiple choice and the pattern of questions was as simple as

possible. With every question, multiple choices were given and

respondents were asked to select one of them. The questionnaire technique was

structured and not disguised as the questions followed one pattern and reason behind

61
the questionnaire was stated properly. All the questions were directly related to the

subject.

For Dabor Chyawanprash and Vatika hair oil.

1) Sample size for customers were 150 in number and the universe comprised of

all the consumers within the geographical region of Delhi.

2) Sample size for retailers were 40 in number and the universe comprised of all

the consumers within the geographical region or Delhi.

3) Sample size for Distributor & Wholesaler were four in number & the universe

comprised of all the consumers within the geographical region of Delhi.

62
63
 RETAILER SURVEY RESULTS

DABUR CHYAWANPRASH

1) Which brands of Chyawanprash do you stock?

PERCENTAGE
100
90
80
70
60
50
40
30
20
10
0
ZANDU HIMANI BAIDYANATH DABUR

PERCENTAGE

ANALYSIS:

In the survey most of the people know about DABUR

CHYAWANPRSH as compare to other

64
2) Out of these which are the most preferred?

90

80

70

60

50

RATING(1-LOW 5-HIGH)
40

30

20

10

0
ZANDU HIMANI BAIDYANATH DABUR

ANALYSIS:

In the rating DABUR got highest position in retail survey

ZANDU,HIMANI got low position

3) According to you what are the reasons for customers’ preferences?

65
60

50

40

30 PERCENTAGE

20

10

0
brand loyalty price availability no reason

ANALYSIS :

During the survey customer’ preferances to brand loyalty not for

Price

4. What schemes are you offered by the companies?

66
60

50

40 PERCENT...

30

20

10

0
price discount buy one get one others

ANALYSIS;

Customer survey 60% price discount 5% byu one get one

And 40%others companies also prefer

5).Does a change in price affect their preferences?

67
 70

60

PERCENTAGE
50

40

30

20

10

0
yes no

ANALYSIS:

Changing price also affect their preference because they that time they

don’t know which they prefer

CUSTOMER SURVEY RESULTS

DABUR VATIKA
68
 AWARNESS LEVEL

45

40

35

30

25

20
PERCENTAGE
15

10

0
PARACHUTE KEO KARPIN NIHAR HAIR AND VATIKA
CARE

ANALYSIS:

In this survey I got Parachute is the most preferred brand according to Awarness

Level of Customer followed by Vatika.

69
 PREFERRED BRAND

45

40

35

30

25
PERCENT...
20

15

10

0
PARACHUTE KEO KARPIN NIHAR HAIR AND ... VATIKA
Analysis –

Parachute is the most preferred Brand among the customers followed by

Vatika and Keo Karpin.

SATISFACTION LEVEL

70
4.5

3.5

2.5

2
RATING(1-LOW 5-HI...

1.5

0.5

0
PARACHUTE KEO KARPIN NIHAR HAIR AND VATIKA
CARE

Analysis –

The satisfaction level of customer towards Parachute, Keo Karpin and

Vatika are same and High followed by Nihar.

REASON TO BUY THE PREFFERED BRAND

71
50
45
40
35
30
25
20 PERCENTAGE

15
10
5
0
NON STICKY BRAND FRAGRANCE PRICE
LOYALTY

Analysis

The mostly reason to buy the preffered brand is Non Sticky followed by

the Price of the brand.

72
 HOW DID YOU COME TO KNOW ABOUT THIS BRAND.

90

80

70

60

50

40 PERCENT...

30

20

10

0
TV INTERNET WOM PRINT

Analysis –

Most of the people came to know about this brand through TV followed by
.

WO

UNAVAILABILITY OF PREFERRED BRAND

73
 50

45

40
PERCENTAGE

35

30

25

20

15

10

0
PURCHASE ANOTHER WAIT BUY SUBSTITUTE WHATEVER OFFERED BY
BRAND RETAILER

ANALYSIS:

The reason of unavailability of preffered brand is Purcha se another Brand

followed by Wait constraints.

PREFERRED PACK SIZE

74
60

50

40

30 PERCENTAGE

20

10

0
75ml 150 ml 300 ml

Analysis –

The mostly preferred pack size of the brand is 150 ml followed by 300 ml.

REASON TO SELECT PREFERRED PACK SIZE

75
45

40

35

30

25

20 PERCENTAGE

15

10

0
AVAILABILITY PRICE FAMILY SIZE STORAGE

Analysis –

The mostly rason to select preferred pack size is Availability of the brand followed

by Price….

FREQUENCY OF PURCHASE

76
70

60

50

40

PERCENT...
30

20

10

0
15 DAYS ONE MONTH TWO MONTHS

Analysis –

The mostly frequency of purchase the preferred brand is Two months

followed by One month.

RETAIL SURVEY RESULTS

DABUR VATIKA

77
 1) Which brands of Hair Oil do you stock?

90

80

70

60

50 PERCENTAGE

40

30

20

10

0
marico hll karrpikeo karpin vatika

Analysis –

Mario is the brands of hair that is mostly stocked by Retail Stores followed

by Vatika.

78
 2) .Out of these which are the most preferred?

60

50

40

30

20

10

PERCENTAGE
0
marico hll karrpikeo karpin vatika

Analysis –

Mario is the most preferred brand among the Retail stores followed by

Vatika and Hill.

79
 3) According to you what are the reasons for customers’ preferences?

60

50

40

30
PERCENTAGE

20

10

0
brand loyalty price availability no reason

Analysis –

The mostly reasons for customers’ preferences is Brand Loyalty followed

by Price according to Retail Stores.

80
 4) What is the profile of your typical consumer?

60

50

40
PERCENTAGE

30

20

10

0
high income middle income low income

Analysis –

The mail Profile of the customer of Retail Stores lies in the

Middle income level followed by Low income level customer.

81
 5) What schemes are you offered by the companies?

45

40

35

30

25

20 PERCENTAGE

15

10

0
price discount buy one get one others

Analysis –

The mostly scheme that are provided by Companies to Retail Stores is

Price Discount followed by Buy One Get One offer.

82
 6) What schemes does a consumer prefer most?

70

60

50

40
PERCENTAGE
30

20

10

0
price discount buy one get one others

Analysis –

Customers mostly prefer the Price Discount Scheme followed by Buy One

Get One offer.

83
 7) According to you, does in-store advertising have an affect on the consumers’
preference?

70

60

50

40

30 PERCENTAGE

20

10

0
yes no

Analysis –

According to Retail Stores Advertising does not have an effect on the

consumers’ preferences.

8) Does a change in price affect their preferences

84
60

50

40

30
PERCENTAGE

20

10

0
yes no

Analysis –

According to Retail Stores Price of the brand definitely affect the

preferences of customers.

85
86
 CONCLUSIONS

The Chyawanprash Industry is yet to capture the beverage market in full swing.

Packed Chyawanprash followed by Amla, Ashwagandha, Hareetaki, Dashmul, Ghrit

and several

other herbs and herbal extracts. the market. The consumer’s patriotic love for tea and

coffee is unfared. Chyawanprash are yet to establish their supplement use in the

average household here in lies the great opportunities. Within the market, it is safe to

conclude that dabur has hit off ratherwell with the masses. dabur has clearly lost it

head start advantage and thereby acquiring just 35% of the market share while others

enjoys rest of the market share. This could be well attributed to dabor successful ATA

(Availability, Taste and Affordability) marketing module, the attributes most rated by

the consumers. Lack of publicity has hampered the growth progress of the brand so

aggressive advertising is needed to promote Chyawanprash and vatika hair oil

brand .The brands such as that of Chyawanprash by vednath, Chyawanprash with its

‘sonacahndi, ‘Minute- made’ and also US food giantssDel Monte are ready to hit the

Chyawanprash market very soon.

Vatika hair oil has no major competition except an Australian Product Tobasco. As a

new product so people are not able to digest it yet Dabur is getting 8 crores from

Vatika hair oil in which accounts for 4 crores, Lemoneez 1 Crore & others 3 Crores .

As the strategies of the companies keeps on changing, be it in Chyawanprash

industry, a company has to create perceptions and cover them into realities. It is an

expensive proposition requiring huge expenditure on advertising, sponsorships and

87
media. Thus, the ideal company will be the one which combines the high end

technology with consumer insight.

As 16% of the excise duty is exempted on food products in this budget , Many food

companies including Dabur got benefited from it . On the analysis of survey it was

found that target Market of Chyawanprash want quality benefit rather then Price

benefit, so it is better to stress on quality rather than on decreasing price to increase

sales and profit. To increase market share Dabur should give slight price benefit on

Dabur brand so that customers of other Juice brand should switch from other brand to

Dabur brand .

As vatika hair oil is a new product introduced by Dabur and as Dabur is getting excise

benefit from the Government so Dabur should pass slight Price benefit to the target

market so that target market should use the vatika hair oil and adopt it in making daily

food thereby increasing the market share of vatika hair oil.

88
89
 LIMITATION OF THE STUDY

 It was quenching time in the shops that use to deal in and some retailers could

not give proper attention towards our queries.

 Some retailer did not co-operative with us as they thought; it is just wastage of

time

 There was no way to assess the reliability of the retailers. What ever they said

had to be assumed to be truth.

 Category wise search for retailer was a terrific job in the market.

90
RECOMMENDATIONS

91
 Focus on growing core brands across categories.

 Reaching out to new geographies, within and outside India.

 Improve operational efficiencies by leveraging technology.

 Be the preferred company to meet the health and personal grooming needs of our

target consumers with safe, efficacious, natural solutions by synthesizing the deep

knowledge of ayurveda and herbs with modern science.

 Provide consumers with innovative products within easy reach.

 Vatika hair care centre: On the lines of Marico’s Kaya Skin Clinic, Dabur could

start a venture called Vatika hair care centre

which would provide total hair care solutions.

It could have hair care experts to solve hair

problems.Services could include dandruff

treatment, straightening of hair, treatment for

split ends,etc.

 Position Dabur Chyawanprash as not more of

a medicine but as something which is necessary for health.

 More initiatives like “ Dabur ki Deewar” to increase brand visibility. It is an

initiative to occupy shelf space.

92
CONSUMER QUESTIONAIRRE- DABUR VATIKA HAIR OIL
93
Dear Respondent,

Thanks for sparing few minutes to fill this questionnaire, which will help us to study

the consumer perception for hair oil.

Any information provided by you will strictly be used for Academic Purpose.

1. Which brands of hair oil are you aware of?

 Parachute

 Keo Karpin

 Nihar

 Hair And Care

 Dabur Vatika

2. Which brand of Hair Oil do you use?

 Parachute

 Keo Karpin

 Nihar

 Hair And Care

 Dabur Vatika

94
3. Where would you rate your brand on a scale of 1 – 5 ( 5 being highest)?

 1

 2

 3

 4

 5

4. What are the primary reasons for which you use this particular brand?

 Non sticky

 Brand Loyalty

 Fragrance

 Price

5. How did you get to hear about this brand?

 TV

 Internet

 Word of Mouth

 Print

95
6. If your brand is not available you would..?

 Purchase another brand

 Wait for it to be available

 Go for a substitute

 Buy what is offered by the retailer

7. Which pack size do you prefer?

 75 ml

 150 ml

 300 ml

8. On what parameters do you choose this pack size?

 Availability

 Price

 Family size

 Storage

96
9. How often do you buy?

 Once in 15 days

 Once a month

 Once in two months

10. Are you satisfied with your brand?

 Yes

 No

97
98
 REFERENCES

Books:

 Kotler Philip, ”Marketing Management”, 11th edition, 2003, Pearson Education

Inc., P. 8-9.

 Ramaswamy V S, ”Marketing Management”, 3rd edition, 2002, Macmillan India

Ltd., P. 5-10

 Kothari C. R., “Research Methodology”, 2nd edition, 2002, New Age International
Pvt. Ltd., P. 11, 130.

 Robbins Stephen P., “Organizational Behaviour”, 10th edition, 2004, Pearson

Education Inc., P. 425-432.

 Company Documents.

Websites

www.google.com

www.dabur.com

www.tutor2u.net

99