Dabur Visual Merchnadising Report — Document Transcript

1. Sales, Merchandizing & Review of Competitor activities at CSD-Noida SIP Project Report Submitted in Partial Fulfillment of the Requirements for the PGDM Program By Vikas Malhotra – 08FN106 Supervisors: Mr. R.S.Arora (Dabur India Ltd) Dr. Punyashree Panda (Faculty, IMT-N) Dr. Ranjeet Nambudiri (Faculty, IMT-N) INSTITUTE OF MANAGEMENT TECHNOLOGY, NAGPUR 2008-10 PGDM 08-10IMT-Nagpur Page 1 2. Acknowledgement I take privilege to express my immense gratitude to Dabur India Limited for providing me with this opportunity and excellent facilities for completion of the project. I would also like to extend my gratitude to Mr. R.S.Arora for his encouragement. I extend my heartfelt gratitude to Mr. Amitabh Banarjee, who has been instrumental in inspiring me to take up this project. Now, I would like to acknowledge the generous support of Mr. Vishal Bakshi. I would like to express my sincere thanks to my faculty guide Dr. Punyashree Panda and Dr. Ranjeet Nambudiri who has been responsible for inculcating the confidence to carry out the project and who has helped me to face the impediments during the course of the project with inflexible resolution. Last but not the least I would like to thank my Parents and Friends for their continuous support and encouragement. Vikas Malhotra 08FN106 PGDM 2008-10 PGDM 08-10-IMTNagpur Page 2 3. Table of Contents Executive Summary ................................................................................................................... 5 Introduction ................................................................................................................................ 7 Dabur SWOT ....................................................................................................................... 12 Industry Profile......................................................................................................................... 13 Industry SWOT ..................................................................................................................... 15 Objective .................................................................................................................................. 18 Concepts Used ......................................................................................................................... 19 Merchandising ..................................................................................................................... 19 Why merchandising matters? .............................................................................................. 20 Psyche of a Shopper ........................................................................................................... 20 Battle of the Brands ........................................................................................................... 20 Shelf Appeal........................................................................................................................ 21 CSD ....................................................................................................................................... 21 CSD canteens visited under project guidelines .................................................................... 22 Products Observed............................................................................................................... 22 Major Product’s Profile ........................................................................................................ 24 Reports prepared ..................................................................................................................... 25 1. SKU

............................. 62 BIBILIOGRAPHY ...... 50 Recommendations ..... 58 Table of Figures ........................ Merchandising report ........................................................................................... Merchandising report .............................. 55 Scope for improvement ........................................................................................................................................................ 26 5.............................................................................................................................................................................................................................................................. 49 Consumer Survey .... Consumer behavior report...................................................................................................................... 26 2.............. merchandising managers...........................................................  availability report ........... 27 4.................................................................................... 27 5...... especially by their presentation in retail outlets.......................... Display of other SKU’s report ............................... 27 3.............................................. SKU availability report ......................................................... 56 Annexure ..................................... Tabulations and Findings .................................................................... the visual merchandising director.................. Display of other SKU’s ..................................... 41 4................................................................................ buyers........................ architects................................................................................................................................................................................... 42 Causes for Improper display ..................................................................................................... convenient and customer friendly by: • Making it ..................................... 54 Limitations of the study ................................................ 57 Merchandising data collection sheets .. Displayed Quantity report ......... 26 Methodology followed ..... designers.............. 26 2.......................................................................................................................................................... Executive Summary Merchandising is the activity of promoting the sale of goods............... SKU availability report ............................................................................... Retail professionals display to make the shopping experience more comfortable..................... and space into a stimulating and engaging display to encourage the sale of a product or service....................................... 28 1...................................................................... Displayed Quantity report ....... 57 Format of Consumer Survey . 26 1. 26 4...... Display of other SKU’s report .............................. 63 PGDM 08-10IMT-Nagpur Page 4 5......................................................................................... Consumer Behavior .............. 28 2.......................................... 47 Consumer Behavior and merchandizing cases report ......................................... and staff.......................................... Merchandising report ...................... This includes combining product................................................................ It has become an important element in retailing that is a team effort involving senior management............................. 28 PGDM 08-10-IMT-Nagpur Page 3 4............... 29 3......................................................................................... 26 3.......................................................... 49 Merchandizing Experiments and findings ........................................................... 42 Guidelines for a Good Display.................................................................................. 49 Understanding – Interpretations ................................................ 44 Display pattern used by other companies (competitive and non-competitive) .......... environment.... Displayed quantity report ..........................................................................................................................

quality of the display of Dabur products with comparison to that of competitors. Introduction Dabur India Limited is a leading Indian consumer goods company with interests in health care.  3 Subsidiary Group companies . The methodology adopted was visual observation while keeping a record of SKU’s available at the outlet compared to competitors. PGDM 08-10-IMT-Nagpur Page 6 7. dynamic leadership and commitment to our partners and stakeholders. PGDM 08-10-IMT-Nagpur Page 5 6.  Wide and deep market penetration . competitors activity at these outlets. While the price at CSD outlets is lower than the local market but the sales volume is quite high. A survey was done to check the consumer response. African Consumer Care in Nigeria and Dabur Egypt. The results of policies and initiatives of Dabur speak for themselves in all over the corporate sector. These stores are of self-service format. The stores only provide material to people of Armed Forces. • Making it easier for the shopper to self-select. in addition to various consumer behavior experiments. With this thing the project regarding how to increase sales more without spending massive amount of money I was allotted the project.Dabur Foods. • Providing information on sizes. Dabur India ltd also sells its product through Canteen Stores Department run by Indian Ministry of Defence. With the recession all around companies are left with few options to increase sales. Through the comprehensive range of products.72 Crore (FY07). The companies generally collaborate and deploy a single person for 4-5 brands. corporate and process hygiene. Over more than a 125 years have been dedicated to providing nature-based solutions for a healthy and holistic lifestyle. Suggestions were provided regarding a change in the merchandising agency and use of other innovative display boards. in all age groups. they touch the lives of all consumers. • Making it possible for the shopper to co-ordinate & accessorize. • Informing about the latest fashion trends by highlighting them at strategic locations. Dabur India Limited has marked its presence with some very significant achievements and today commands a market leadership status. These display boards can help the company to increase its visual appeal at these counters. The problem with these stores is that Dabur’s Volume at these stores was declining and the company wanted to know the reason for that. Certain facts about the company.  easier for the shopper to locate the desired category and merchandise.Consumer Care Division (CCD) and Consumer Health Division (CHD). Personal care and foods.Asian Consumer Care in Bangladesh. Its story of success is based on dedication to nature.  2 major strategic business units (SBU) . across all social boundaries. Dabur India ltd is one of the renowned FMCG company in India. colours & prices. The prominent amongst them is that the product should appeal more to the consumer. The aims to find out the level of SKU’s available during a given period of time at CSD.2233.  Leading consumer goods Company in India with a turnover of Rs.  13 ultra-modern manufacturing units spread around the globe  Products marketed in over 50 countries. The results revealed that Dabur was actually facing the problem due to inefficient merchandizing staff. Dabur Nepal and Dabur International and 3 step down subsidiaries of Dabur International . The interest level of the merchandizing staff was on continuous decline as the product’s line and length was quite long and the area of outlets which he had to cover was exceptionally wide. A daily record of working of merchandising staff was also kept. the working style of merchandising staff and alternatives to improve the merchandising at CSD. And this legacy has helped them develop a bond of trust with their consumers.

 Exploring new geographical areas. are products that have a quick turnover and relatively low cost. dealing with FMCG Products relating to Personal Care and Health Care  Leading brands . Dabur SWOT  STRENGTHS: Century Old Company. THREATS: Competition in the FMCG sector from well established names.local as well global. CHD (Consumer Health Division). Other fields of medicine. relative to our peer group.Ras Rasayanas . natural solutions by synthesizing deep knowledge of ayurveda and herbs with modern science.  WEAKNESS: Profitability is uneven across product line. Ayurvedic/ herbal Product line. Innovativeness in Promotions. PGDM 08-10-IMT-Nagpur Page 10 11. developing and retaining quality personnel.  Be responsible citizens with a commitment to environmental protection.Churnas . Dabur . CCD. within and outside India. leading to market leadership (over 40%) in branded honey market  Dabur Chyawanprash the largest selling Ayurvedic medicine with over 65% market share. Markets where Herbal products are not recognized. Though the absolute profit made on FMCG products is relatively . reaching out to new geographies. digestive tablets category  Dabur Lal Tail is the 2nd Largest Brand of Baby Massage Oil with 33% Market Share. dealing with classical Ayurvedic medicines  Has more than 250 products sold through prescriptions as well as over the counter Table 1Dabur's product portfolio PGDM 08-10-IMT-Nagpur Page 9 10. Herbal and Gel Toothpastes etc. Figure 2 Journey of Dabur PGDM 08-10-IMT-Nagpur Page 11 12.The Health Care Brand  Vatika-Personal Care Brand  Anmol. Launching new Products like Hair oils. Oral Care Segment.  Be a professionally managed employer of choice. Southern India Market.5 million retail outlets all over India. Chyawanprash and Lal Dant Manjan with Rs.Asav Arishtas .      with 47 C&F agents.  Leader in herbal digestives with 90% market share  Hajmola tablets in command with 60% market share of PGDM 08-10-IMT-Nagpur Page 8 9.Trifgol Division also works for promotion of Ayurveda through organized community of traditional practitioners and developing fresh batches of students.  Be the preferred company to meet the health and personal grooming needs of target consumers with safe.  Provide superior returns. they will:  Focus on growing core brands across categories. PGDM 08-10-IMT-Nagpur Page 12 13. Leader in Herbal Digestives where the product has 90% of the market share. more than 5000 distributors and over 1. Major categories in traditional formulations include: .  OPPORTUNITIES: Extend Vatika brand to new categories like Skin Care and body wash segments.Allopathic and Homeopathic.  Build a platform to enable Dabur to become a global ayurveda leader. and improve operational efficiencies by leveraging technology.  Provide consumers with innovative products within easy reach. Figure 1 Dabur's worldwide presence. Launch several OTC brands. Established Brand. PGDM 08-10-IMT-Nagpur Page 7 8. Industry Profile Fast Moving Consumer Goods (FMCG). to our shareholders. attracting. efficacious. To do this.Madhuvaani .100 crore turnover each  Vatika Hair Oil & Shampoo the high growth brand  Strategic positioning of Honey as food product.Medicated Oils  Proprietary Ayurvedic medicines developed by Dabur include: -Nature Care Isabgol .Value for Money Brand  Hajmola. also known as Consumer Packaged Goods (CPG). Dabur intend to significantly accelerate profitable growth.Tasty Digestive Brand  and Dabur Amla.

The FMCG industry is set to grow 20. by 2010.6 billion in 2008 to US$ 33. The large share of fast moving consumer goods (FMCG) in total individual spending along with the large population base is another factor that makes India one of the largest FMCG markets.  Slowdown in rural demand. FMCG sector is perceived as a defensive sector and safe haven for investment in turbulent times. demand continues to be strong. according to industry experts. there may have been some narrowing in demand at the top-end of the market. particularly the middle class and the rural segments. Export potential.4 billion in 2015. FMCG addresses a very core need in the consumer’s life and so it is less prone to economic swings than high ticket items such as television or even apparel. intense competition between the organized and unorganized segments and low operational cost. The . by the market. India needs around US$ 28 billion of investment in the food-processing industry. Growth is also likely to come from consumer 'upgrading' in the matured product categories. Industry SWOT Strengths:  Well-established distribution network extending to rural areas. and so there is no reason to question the growth rate projections. up from 10-20 per cent in 2008-09. Burgeoning Indian population. The sector is considered so due to the strong characteristics of the FMCG business that relies on domestic consumption.  Low cost operations. There has not been any drop in demand for consumer products at popular price points. The FMCG market is set to treble from US$ 15. With the input cost inflation easing. PGDM 08-10-IMT-Nagpur Page 15 16.  Strong brands in the FMCG sector.30 per cent in 2009-10.  Increasing income levels will result in faster revenue growth. However. By definition. hair wash etc in India is low indicating the untapped market potential. presents an opportunity to makers of branded products to convert consumers to branded products. Threats:  Imports  Tax and regulatory structure. cheaper labor costs and presence across the entire value chain gives India a competitive advantage. Weaknesses:  Low export levels. Figure 3 Average Consumer spending profile An average Indian spends around 40 per cent of his income on grocery and 8 per cent on personal care products. both from rural and urban markets. The Indian FMCG sector is the fourth largest sector in the economy with a total market size in excess of US$ 15. Opportunities:  Large domestic market.  Several "me-too’’ products. Availability of key raw materials. skin care. toothpaste. Penetration level as well as per capita consumption in most product categories like jams. It has a strong MNC presence and is characterized by a well established distribution network.1 billion.  Small scale sector reservations limit ability to invest in technology and achieve economies of scale.   small. a better margin picture in the coming quarters can be expected. Price increases on products by the companies have also been well-absorbed PGDM 08-10-IMT-Nagpur Page 14 15. The growth would be driven by the launch of new products and increasing rural consumption. they generally sell in large numbers and so the cumulative profit on such products can be large. We expect rural markets to continue to witness buoyancy in the demand due to higher minimum support price for farm produce. With 200 million people expected to shift to processed and packaged food PGDM 08-10-IMT-Nagpur Page 13 14. farm loan waiver scheme and the steep increase in the salaries of government employees’ consequent to the implementation of the Sixth Pay Commissions. in the mass market. Policy issues Tax reforms The government has gradually removed the restrictions on imports of consumer goods in the country and also significantly reduced custom duties.

processed food. There is a need to bring parity in tax incidence between domestic manufacture and imports by including all such elements of post manufacturing costs while deciding the abatement percentage of MRP based duty. the marginal rates of sales tax. This is adversely affecting the growth of the FMCG industry and could have far reaching adverse impact. goods manufactured in India suffer from cascading effects of taxes on inputs as additional cost compared to imports. however. indigenous manufacture goes up. Countervailing duty on the same product when imported is charged on CIF value. The following taxation issues need urgent attention of the government: 1) Extremely high incidence of tax on certain product categories. The increase in excise duty in last year’s budget from eight per cent to 16 per cent has adversely affected the growth of processed foods industry. Significant reduction in custom duty rates of consumer goods has made imported product cheaper as compared to indigenously manufactured products. The total tax incidence in some cases is more than 60 per cent of the cost or more than 30 per cent of MRP. PGDM 08-10-IMT-Nagpur Page 16 17. Similarly. The MRP based assessable value for excise duty does not allow abatement for post manufacturing costs such as advertising and selling expenses whereas CIF value considered for the purpose of import duty does not include costs of these elements incurred subsequently by importers. The cascading effect of sales tax and local levies on inputs used in domestic manufacture should be eliminated by providing either MODVAT credit or by introducing notional VAT covering both central and state taxes on an urgent basis. Moreover. due to irrational domestic tax structure. For instance. 4) Need for rationalization of taxes on processed foods. MRP-based excise duty is levied on a large number of FMCG products. which is currently in the range of 10 to 25 per cent.  domestic tax structure of these products. The existing tax structure and its high overall incidence. It is recommended that marginal rate of excise duty on processed foods should not be more than eight per cent and the sales tax should be levied at four per cent. Some FMCG products such as shampoos. Such raw materials include oils and chemicals like Soda ash. have been hampering the growth of the processed industry. 2) Irrational domestic tax structure encouraging imports. however. This differential basis creates unfair competition as tax incidence on domestic manufacture could be considerably higher in case of those products which incur significant marketing and distribution cost. 3) Inverted Duty structure for selected inputs. The import duty on raw materials needs to be rationalized so that it does not exceed 60 to 70 per cent of the duty on finished goods. Duty on certain raw materials is higher or the same as compared to finished products in which these materials are used. should not exceed 12 per cent. Processed food industry. soft drinks and toiletries containing alcohol attract high rates of excise duty and sales tax. Such high tax incidence hampers growth of these product categories besides encouraging manufacture of spurious products and smuggling. 5) Cascading effect of Special Excise Duty. with its vertical integration with the agricultural sector has significant potential for employment generation and economic growth. It is recommended that the total excise incidence of FMCG products should not exceed 16 per cent in the case of non food items and eight per cent in the case of processed foods. has not been rationalized to provide level playing field for competition. In addition to customs duty. raw materials are also subject to SAD/sales tax and octroi and therefore total tax incidence and cost of PGDM 08-10-IMT-Nagpur Page 17 18. caustic soda and LAB. The special excise duty introduced last year is not "cen-vatable’’ except in the case .

7. selection. Companies have limited options left to stay in the market. While this used to be done exclusively by the stores' employees. The levy of SED on such products therefore leads to double taxation when goods are labeled or converted into small packs after manufacture. and the decisions about which products should be presented to which customers at what time. To maintain a report on the displayed stock availability of the Dabur’s products as well as of its competitors (all SKU’s). And one of the aspects to PGDM 08-10-IMTNagpur Page 18 19. In grocery stores. Battle of the Brands Product selection has . Psyche of a Shopper The shopper is a complex target. relabeling or conversion into small packs. To analyze the merchandizing activities done by the competitors’ brand. and too much information. Beyond packaging. By doing this. retail stores have been able to substantially reduce the number of employees needed to run the store.vatable’’. 3. merchandising means maximizing merchandise sales using product design. almost all products delivered directly to the store from a manufacturer or wholesaler will be stocked by the manufacturer's/wholesaler's employee who is a full time merchandiser. Why merchandising matters? Without a merchandising strategy. pricing. alternatively the term "manufacture’’ needs modification . To analyze the consumer behavior. packaging. validate the shopper’s purchase criteria. for PGDM 08-10-IMT-Nagpur Page 19 20. physical presentation of products and displays. shoppers must pore over the fine print to determine whether or not a product qualifies for purchase. 4. many retailers have found substantial savings in requiring it to be done by the manufacturer. 5. This includes disciplines in pricing and discounting. Concepts Used Merchandising In retail commerce. merchandising is the practice of making products in retail outlets available to consumers. An effective merchandising strategy will simplify the decision. ice creams and cosmetics are subject to SED. too many choices. 6. primarily by stocking shelves and displays. and display that stimulates consumers to spend more. it is increasingly a separate activity from delivering the product. products on the store shelf are left to fend for themselves among a sea of competing products. To analyze the display quality of Dabur as well as its competitor’s product. increase their sales is to increase the visual appeal and appearance of the products and to change with changing activities of the competitors. the FMCG companies are forced to reduce on to their margins. and accelerate the journey to the checkout stand. While stocking shelves and building displays is often done when the product is delivered. 2. brand name and price. To analyze consumer behavior in regard to Dabur’s 5Ps with the help of marketing survey. at least for the purpose of SED by excluding labeling.  of selected products. It is recommended that SED should be made "cen. Most FMCG products covered by tariff chapter 33 such as shampoos. In the supply chain. or wholesaler that provides the products to the retail store. With the help of a carefully formulated merchandising strategy. To analyze the criteria for the allotment of shelf space. vendor. relabeling or conversion of large packs into small packs. retail marketers can highlight the unique value and benefits of a featured brand to pursue and attain the coveted status of category leader. To review the workings of merchandizing staff employed at sites. Objective With the increasing battle of fierce competition amongst the existing players and the entry of new players. This tariff chapter also contains very wide definition of the term "manufacture’’ which includes labeling.making process. example. Objectives of the project are: 1. faced with too little time.

Embarkation HQs. Ordinance factories. expiration date. 48 in 1948 to over Rs. Noida (U. from shoe laces to cars. 3. Shelf Appeal Your brand must stake its claim to the much sought-after real estate at the point of destination on the store shelf. shoppers will return to that section of the store and incorporate it into their regular store “circuit.” Once you have established your territory. The CSD serves 16 million people . Although all these attributes are important. Noida (U. CSD Canteen Stores Department ('CSD') is run by the Indian Ministry of Defence. The CSD has grown from a turnover of Rs. It caters not just to the PGDM 08-10-IMTNagpur Page 21 22. TA units.30% . Turnover per employee in 1998-99 was Rs. CDA's staff. The CSD has a very low ratio of operating expenses to turnover . The CSD maintains an inventory of 2800 items that cover a wide range. Products Observed S. Delhi Area Station Canteen Sec 37.a growth of over 4500 times. Air Force Canteen Sec 21. kitchen appliances. and sold at concessional rates. compared with retail prices. No Category Product 1 Amla Hair Oil 100ml 2 Amla Hair Oil 200ml 3 Amla Hair Oil 300ml 4 Vatika Hair Oil 150ml 5 Vatika Hair Oil + Scheme 6 Vatika Hair Oil 300ml HO-DIL 7 Vatika Hair Oil + Scheme 8 Vatika HC Shampoo 9 Vatika AD Shampoo 10 Vatika Smooth & Silky 200ml 11 Vatika DC Shampoo 200ml 12 Lal Danth Manjan 150gm 13 Lal Danth Manjan 60gm PGDM 08-10-IMT-Nagpur Page 22 23. If you are successful in stimulating interest in your brand and the benefits it offers the consumer. and has a presence in all major military bases operated by the Indian Armed Forces.from Ladakh in the North.P) Under Air Force Command. shoulder to shoulder with the combatant personnel of the Armed Forces.1. 14 Red Tooth Paste 50gm 15 Red Tooth Paste 100gm 16 Red Tooth Paste 200gm 17 Lal Tail 18 Odopic Scouring Bar 400gm 19 Odopic Scouring Bar 600gm HO-HC 20 . The CSD's profits are ploughed back into Welfare Schemes for Defence Personnel and their families. Sec 23. 122 lakhs. 2. it’s based on source. CSD canteens visited under project guidelines 1. Generally. ingredients. The resulting merchandising solution will present the compelling reason to buy that will appeal to the highest percentage of the target audience. The CSD has 'Bi-annual Sales cum-After-Sales Melas' at its Area Depots which includes items not in the CSD's inventory. services personnel and their families but also to GREF. It is the only department in the Ministry of Defence where defence civilians are actually serving in forward and high altitude areas. alcoholic drinks. Civilians paid from Defence estimates and Para-military forces under operational/administrative control of the Army.5% of India's population which can afford consumer items and durables. merchandising applies research and analysis to identify and highlight the key benefits and unique properties of the brand. PGDM 08-10-IMT-Nagpur Page 20 21. CSD sells a wide variety of products like household provisions. nutrition. the CSD serves the services in all the parts of the country .P) Under army command. cars. these goods are procured by CSD in bulk.   become a science. you must guard it from adjacent competing brands through ongoing reinforcement of your P-O-P promotional message. With 33 Area Depots and 3400 Unit-Run-Canteens (URCs). Nagaland in the East. Coast guard Canteen. brand and call to action. price. In the case of produce.perhaps the lowest in any organization in the country. Rajasthan in the West and even Port Blair. NCC Units at Group HQ level. number of servings and visual or perceived quality. Tamil Nadu and Kerala in the South. sports equipment. exclusively for active and retired members of the Armed Forces.700 crore in 1998-99 .P) Under Coast Guard Command. 2. Noida (U.

Dabur Honey Dabur India Limited saw the potential of honey beyond its remedial value. Report also consisted of analyzing the display of other brands listed over there.  First branded perfumed hair oil.1600 crore Hair Oil market. commanding 80% of the total share  Recently launched n convenient easy to use squeeze pack. Lotion 24 Odomos Mosq. 5. making necessary changes to improve and re-evaluating the whole procedure.Rep.  Original French perfume formulation with goodness of Amla. The product is available in block as well as aerosol form.  Over Rs. 50 Hommade Ginger Garlic 200gms 51 Hommde Tomato Pure 200gm Table 2 Dabur's Product watched at CSD outlets Major Product’s Profile Figure 4 Dabur's Products Dabur Amla  Introduced in early 50's in northern India. Rep.  Trusted health provider of a majority of Indian households. SKU availability report Under this only the SKU’s of the Dabur brand were considerd and their availability at the three outlets were analyzed during the project work.day life. Displayed Quantity report Under this the displayed quantity of the Dabur products as well as competitor brands was observed. Odonil Originally bought from Balsara the brand is properly placed in active air freshener category. PGDM 08-10-IMT-Nagpur Page 25 26.  Flagship brand in Hair Care category of Dabur. PGDM 08-10-IMT-Nagpur Page 24 25.  10% share in Rs.  Becomes largest selling branded hair oil.  Expanded market to go national in 70's. Display of other SKU’s The display of other SKU’s was also observed where the competitor activity was nil or the competitor activity was not allowed to be watched. Dew 500ml 30 Gulucose 100gm 31 Gulucose 500gm 32 Shudh Madhu 250gm 33 Shudh Madhu 500gm 34 Shudh Madhu 1kg 35 Hajmola Bottle 36 Pudin Hara LS-DIL 37 Dabur Chyawanprash Awaleh 1kg 38 Chywanprash Awaleh+ 40gm Honey 39 Chywanprash Awaleh 1kg Spl 40 Chywanprsh 500gm Spl 41 Lavan Bhaskar Churna 120gm 42 Shilajit 30caps 43 Nature Care 100gm 44 Nature Care 375gm 45 Real Orange Juice 1ltr 46 Real Guava 1000ml LS-Foods 47 Real Mango Nectar 200ml 48 Real Orange Nectar 200ml` 49 Real Guava 200ml PGDM 08-10-IMT-Nagpur Page 23 24. Cream 25 Odonil Air Freshener 100gm LS-HC 26 Odonil Air Freshener 50 gm 27 Odonil Room Spray 250gm 28 Toilet Cleaner 500ml+Odonil 50 gm 29 Toilet Cleaner Sani F.  Fastest growing brand-6th National dairy and Beverage Seminar. Merchandising report It consisted the working of the merchandising staff of the Dabur as well as of other brands. Dabur Chyawanprash  Derived from 2500 year old Ayurvedic formula.  Powerful combination of herbs and plant extracts in a base of Amla fruit pulp. The problem area for the company is the threat from low priced substitutes.180 crore turnover. Also the display location was also recorded so as to facilitate the analyzing of the quality of the display. Consumer . 3.  Focusing on promoting food led usage. Real Most preferred taste and wide acceptance-A research conducted by Synovate.  Reinforces the immune system & helps fight disease.  Totally chemical-free. 2.   Babool Toothpaste 200gms 21 Promise Toothpaste 200gms 22 Meswak Toothpaste 100gm 23 Odomos Mosq. 4.  Dabur Honey launched as a food product  Largest player in the branded honey market. Helping every household imbibe the goodness of this natural wonder liquid in their day-to. natural and safe. 5 different reports were prepared covering all the aspects of the project. Refined by Dabur to provide traditional goodness with best quality. 1.  HACCP and GMP Certifications-Societe Generale De Surveillance Reports prepared To facilitate the project work.

White Colgate Total Colgate Herbal Colgate 150gm 150gm 200 200gm Display Counter 2nd Stock out 2nd Top 28-May-09 1.5 0. The display quality of the products was also observed.5 3-Jun-09 0.5 0.5 0. 4. A proper visual record was maintained of Dabur merchandizing as well as merchandizing done by the other companies using Photographs taken at CSD outlets and were later compared to other outlets.5 0.5 0. 5.  Highest-Fastest-Consistent Selling. No Category SKU's available Combined Total 1 HO-DIL 5 2 LS-DIL 5 10 3 4 HO-HC LS-HC 2 1 3 15 5 LS Foods 2 2 Table 5 Sec 21 Air Force Canteen SKU status 2.  Display shelf quality – Improper – Normal –Good.5 Date Product& Quantity Available Colgate Adv.5 1 2.5 1 2.25 6-Jun-09 0 0. Conducting a marketing survey to analyze the image of Dabur’s product in mind of consumers. The total SKU’s to be watched was 51. Products’ mixing with cheaper substitute product was also recorded and its impact of sales was calculated using normal stastics. On an average it took about 1 hr to complete this report.25 1 29-May-09 1. No Category SKU's available Combined Total 1 HO-DIL 6 2 LS-DIL 6 12 3 4 HO-HC LS-HC 3 2 5 20 5 LS Foods 3 3 Table 3 Sec 37 Delhi Area Station Canteen SKU status S. 1. Consumer behavior report Consumer response to Product. Price. PGDM 08-10-IMT-Nagpur Page 26 27.5 29-May09 0.25 5-Jun-09 0.5 2 9-Jun-09 0 0.5 2-Jun-09 0. Merchandising report Workings of the merchandising staff was observed visually as well as on output of task given to them. Methodology followed Different methodologies were used for different reports. Promotion and Packaging were observed using a 5 question Un-official survey. PGDM 08-10-IMT-Nagpur Page 27 28. Display of other SKU’s report Under this a physical check was done so as to analyze the availability of Dabur products that doesn’t have any competition over there. Displayed quantity report A visual check was done so as to ascertain the quantity of goods displayed by Dabur as well as its competitors.Bottom.25 0. 4 different Consumer Behavior activities were also done at the outlets and the response to them was also observed. To facilitate this. SKU availability report S. guidelines for proper & improper displays were first formulated and the deviation with regard to guidelines was recorded.25 1 1.5 9-Jun-09 1 0 1 0. S.5 PGDM 08-10-IMT-Nagpur Page 29 .5 0.  Display shelf positions Top-Middle.25 1 2 0. talking to CSD manager to conducting survey. Tabulations and Findings 1.25 1 2 0.25 1 2Jun-09 1.   Behavior It consisted of recording consumer behavior regarding products different aspects.5 0 0 0 5-Jun-09 1 0 0 0 6-Jun-09 1 0 1 0.5 0 0 0 3-Jun-09 1. For this a printed data sheets were provided from Dabur enlisting all the SKU’s available to sale from the company end. Place. Innovative merchandizing options used by the other non-competitive brands were also visually recorded. SKU availability report Under this physical check of the displayed quantity was done. No Category SKU's available Combined Total 1 HO-DIL 6 2 LS-DIL 6 12 3 4 HO-HC LSHC 2 0 2 15 5 LS Foods 1 1 Table 4 Sec 23 Coast Guard Canteen SKU status PGDM 0810-IMT-Nagpur Page 28 29. Moreover a track record of the time period a product takes to sell and the quality of the display was also maintained so as to facilitate the following quests  BestFully stacked-Widest Display. 3.5 1.5 1.5 0. In general the methodology ranged from physical observation. Displayed Quantity report  Sec 37 Delhi Area Station Canteen Date Product& Quantity Available Red Tooth Paste 50gm Meswak 100gm Promise 200gm Babool 200gm Display Counter Stock out Top-Easily Visible Top Top 28-May-09 0. 2.

5 9-Jun-09 1 2 2.5 0.5 2 1.5 5-Jun-09 0 0.5 5-Jun-09 0 1 0 0.5 0 9-Jun-09 0 0 0.25 0 6-Jun-09 0 0.25 0.5 1.5 29-May-09 0 0.5 1 0 1 2-Jun-09 0.5 5-Jun-09 0 0.      30.5 0 2 0 Gulucose 100gm Gulucon Guluco Vita Gulucose 500gm Display Counter Extension Counter N/A N/A N/A 28-May-09 3 0 0 0.25 0 5-Jun-09 0 1 0.25 6-Jun-09 0.5 1 1.25 6-Jun-09 1 2 0 2 0 9-Jun-09 1 1.25 0 0.5 3-Jun-09 0.5 2 1.5 0 0.5 0 0.5 0.5 2 1.5 0 3-Jun-09 0 1 0.25 3-Jun-09 2 0 0 0 5-Jun-09 2 0 0 0 6-Jun-09 1 0 0 0 9-Jun-09 0 0 0 0 PGDM 08-10-IMT-Nagpur Page 31 32.5 0 0.5 0 0.25 0 0. Hena Conditioning Active Dandruff Active Dandruff Hena Conditioning 200ml 200ml 100ml 100ml Display Counter N/A 2nd Shelf 3rd N/A 28-May-09 0 1.25 0 0.5 1 5-Jun09 0.5 1 2-Jun-09 1 0.25 1 0 8-Jun-09 0 0 0 0 9-Jun-09 0 0 0 0 Hena Conditioning Active Dandruff Active .5 0.5 29-May-09 0.5 1.5 1 3-Jun-09 1 0.5 2 9-Jun-09 2 1.5 2-Jun-09 0.5 1 0 1 29-May-09 0.5 0 PGDM 08-10-IMT-Nagpur Page 34 35.5 3-Jun-09 0.5 6-Jun-09 1 2 2.25 0.5 3-Jun-09 1.5 1. Sanifresh Sanifresh Forest Dew Harpic Display Counter Bottom-Hidden N/A Top 28May-09 5 0 8 29-May-09 5 0 8 2-Jun-09 3 0 8 5-Jun-09 1 0 5 6-Jun-09 0.5 0 3 9-Jun-09 0 0 2 Odonil Aroma Display Counter Cornered Bottom N/A 28-May-09 1 0 29-May-09 1 0 2-Jun-09 1 0 3-Jun-09 0.5 5-Jun-09 0 0 0 0.5 1.5 2 1.5 3-Jun-09 0 0 0 0.5 0 0 9-Jun-09 0 0. White Colgate Total Colgate Herbal Colgate 150gm 150gm 200 200gm 28-May-09 1 0 1 0 29-May-09 1 0 1 0 2-Jun-09 1 0 1 0 5-Jun-09 0.25 6-Jun-09 0 0.5 2 PGDM 08-10-IMT-Nagpur Page 30 31. Dabur Amla Dabur Amla Shanti Amla 200ml Dabur Amla 300ml 100ml 500 Display Lowest-Most nd Counter 2 Hidden N/A N/A 28-May-09 0 2 0 0 29-May-09 0 2 0 0 2Jun-09 0 1.25 9-Jun-09 0 0 0 0.5 6-Jun-09 2 1.5 1 0 2-Jun-09 0 1 0.25 0.5 0 0 5-Jun-09 0 1.25 0 0.5 1 0 0 Shanti Amla 300 Vatika 300ml Vatika 100 Parachute 1L Display Counter N/A Top N/A 3rd 28-May-09 0.5 Date Product& Quantity Available Close up 80 Pepsodent Germicheck 175 gm Close up 80 Display Counter Top Top Top 28-May-09 1 1.5 0 0 3-Jun-09 0 1.25 0 9-Jun-09 0 0.25 1 0 0.5 2-Jun-09 0 0.25 1 0.5 0.25 8-Jun-09 0 0.5 0.25 Date Product& Quantity Available Display Counter Stock Out Stock out Top 2nd Colgate Adv.5 0.5 1 0 29May-09 0 1.5 6-Jun-09 0 0 0 0 9-Jun-09 0 0 0 0 Parachute 2L Parachute 100ml Parachute 200ml Parachute 500ml rd Display Counter 3 3rd N/A 3rd 28-May-09 1 0 0 1 29-May-09 1 0 0 1 2-Jun-09 0 0 0 0. Sec 23 Coast Guard Canteen Date Product& Quantity Available Display Counter N/A Top N/A Top Red Tooth Paste 50gm Meswak 100gm Promise 200gm Babool 200gm 28-May-09 0 0.5 0 0 PGDM 08-10-IMT-Nagpur Page 32 33.5 1 0 0 9-Jun-09 0.5 0 0 6-Jun-09 0.5 2-Jun-09 3 0 0 0.25 1 0 0.5 1.25 0 Head & Shoulders Head & Head & Pantene Pantene 90ml Shoulders 200ml Shoulders 400ml 400ml 200ml Display 2nd-BEST 2nd-BEST 2nd-BEST Counter DISPLAY DISPLAY DISPLAY 2nd 2nd 28-May-09 2 2 2 1 1 29May-09 2 2 2 1 1 2-Jun-09 1.25 0.5 1.25 0 5-Jun-09 0 0 6-Jun-09 0 0 9-Jun-09 0 0 Real 1ltr Real 200ml Display Counter Top-Not Properly Stacked 2nd 28-May-09 17 6 29-May-09 14 5 2-Jun-09 11 3 3-Jun-09 9 2 5-Jun-09 7 2 6-Jun-09 6 8 9-Jun-09 2 4 PGDM 08-10-IMTNagpur Page 33 34.5 0 6-Jun-09 0 0 1 0 8-Jun09 0 0 0.5 1.5 5Jun-09 0.5 5-Jun-09 1 1.5 1 29-May-09 1 1.25 0. Date Product& Quantity Available Colgate Fresh Colgate Pepsodent 150 Pepsodent Germicheck 150gm 100gm gm 175 gm Display Counter 3rd 3rd Top Top 28-May-09 0.5 29-May-09 3 0 0 0. Date Product& Quantity Available Display Counter 2nd Top Bottom Bottom Colgate Fresh Colgate Pepsodent 150 Pepsodent Germicheck 200gm 100gm gm 175 gm 28-May09 0 1 1 2 29-May-09 0 1 1 2 2-Jun-09 0 1 1 1.25 0 0.5 0 0.5 6-Jun-09 0.

5 0.5 8-Jun-09 0 0.5 0 0 0 0.5 0 PGDM 08-10-IMT-Nagpur Page 36 37.5 29-May-09 0 1 1 0.5 6-Jun-09 0 0 1.5 0 29-May-09 0.25 9-Jun-09 0 0 0 0 Sanifresh Sanifresh Forest Dew Harpic Display Counter Stock out N/A N/A 28-May-09 0.25 PGDM 08-10-IMT-Nagpur Page 35 36.25 0 Head & Shoulders Head & Shoulders Head & Shoulders Pantene Pantene 90ml 200ml 400ml 400ml 200ml nd 2 2nd 2nd 2nd 2nd 2 0 2. Parachute 2L Parachute 100ml Parachute 200ml Parachute 500ml Display Counter N/A Bottom Bottom Bottom 28-May-09 0 1 1 0.5 0 2 1. Gulucose 100gm Gulucon Guluco Vita Gulucose 500gm Display Counter Stock out N/A N/A N/A 28-May-09 3 0 0 0 29-May-09 1 0 0 0 2-Jun-09 0.5 0 2 2 0 1.5 0 0 2-Jun-09 0 0 0 5-Jun-09 0 0 0 6-Jun-09 0 0 0 8-Jun-09 0 0 0 9Jun-09 0 0 0 Odonil Aroma Display Counter 2nd N/A 28-May-09 0.5 0 0 0 5-Jun-09 0 0 0 0 6-Jun-09 0 0 0 0 8-Jun-09 0 0 0 0 9-Jun-09 0 0 0 0 Dabur Amla Dabur Amla Dabur Amla Shanti Amla 200ml 300ml 100ml 500 Display Counter Lowest N/A N/A N/A 28-May-09 1 0 0 0 29-May-09 1 0 0 0 2-Jun-09 1 0 0 0 5-Jun-09 1 0 0 0 6-Jun-09 0 0 0 0 8-Jun-09 0 0 0 0 9-Jun-09 0 0 0 0 Shanti Amla 300 Vatika 300ml Vatika 150 Parachute 1L Display Counter N/A 2nd 2nd Bottom 28-May-09 0 1.5 6-Jun-09 0 1 1 0.5 2-Jun-09 0 1 1 0.     Dandruff Hena Conditioning 200ml 200ml 100ml 100ml Display Counter N/A N/A 2nd 2nd 28-May-09 0 0 1 1 29-May-09 0 0 1 1 2-Jun-09 0 0 1 1 5-Jun-09 0 0 1 1 6-Jun-09 0 0 0.25 1 6-Jun-09 1.5 0 Hena Conditioning Active Dandruff Active Dandruff Hena Conditioning 200ml 200ml 100ml 100ml Display Counter N/A Corner-2nd N/A N/A 5-Jun-09 0 3 0 0 6-Jun-09 0 2 0 0 8-Jun-09 0 0 0 0 Head & Head & Head & Pantene Pantene Shoulders 90ml Shoulders 200ml Shoulders 400ml 400ml 200ml Display Counter N/A 2nd-Best Display 2nd-Best Display N/A 2nd BEST 5-Jun-09 0 0.5 5-Jun-09 0 0 1 0.5 0.5 0 3 2 0 1.5 1 0.5 1 0.5 1.25 0 5-Jun-09 0 0 6-Jun-09 0 0 8-Jun-09 0 0 PGDM 08-10-IMT-Nagpur Page 37 38.5 1 0 0 0 0.5 0.5 2 6-Jun-09 0.5 1 0.25 Sanifresh Sanifresh Forest Dew Harpic .5 0.5 0.5 8-Jun-09 0 0 0.25 0 2-Jun-09 0.5 1 PGDM 08-10-IMT-Nagpur Page 38 39.5 0 0 Product& Quantity Available Date Colgate Adv.5 0 0 8-Jun-09 0 0 0 0 Shanti Amla 300 Vatika 300ml Vatika 150 Parachute 1L Display Counter N/A Stock out Stock out 4th 5-Jun-09 0 0 0 1 6-Jun-09 0 0 0 1 8-Jun-09 0 0 0 0.25 0.5 0.5 0. Date Product& Quantity Available Colgate Fresh 150gm Colgate 100gm nd Display Counter 2 2nd 5-Jun-09 0.5 5-Jun-09 0 1 1 0. White Colgate Total Colgate Herbal Colgate 150gm 150gm 200 200gm Display Counter Lowest 2nd 2nd 2nd 5-Jun-09 2 0.5 0.5 2-Jun-09 0 1.5 0.25 0 2 8-Jun-09 0 0 0 0 0 Gulucose 100gm Gulucon Guluco Vita Gulucose 500gm Display Counter Stock out N/A N/A N/A 5-Jun09 3 0 0 0 6-Jun-09 2 0 0 0 8-Jun-09 2 0 0 0 PGDM 08-10-IMT-Nagpur Page 39 40.25 8-Jun-09 0 0 0.5 9-Jun-09 0 0 0.5 0 8-Jun-09 0 0 1 0. Dabur Amla Dabur Amla Dabur Amla Shanti Amla 200ml 300ml 100ml 500 Display Counter N/A 2nd N/A N/A 5-Jun-09 1 2 0 0 6-Jun-09 1 1.5 29-May-09 0 1. Real 1ltr Real 200ml nd Display Counter 2 N/A 28-May-09 10 0 29-May-09 8 0 2Jun-09 6 0 5-Jun-09 5 0 6-Jun-09 2 0 8-Jun-09 4 0 9-Jun-09 2 0  Sec 21 Air Force Canteen Product& Quantity Available Date Red Tooth Paste 50gm Meswak 100gm Promise 200gm Babool 200gm Display Counter N/A Lowest N/A lowest 5-Jun-09 0 1 0 2 6-Jun-09 0 1 0 1.5 0.5 8-Jun-09 0 0 0.5 2 8-Jun-09 0.5 Parachute 2L Parachute 100ml Parachute 200ml Parachute 500ml Display Counter N/A N/A 4th 4th 5-Jun-09 0 0 1 1 6-Jun-09 0 0 0.25 1 0 0 0 0.5 0 3 6-Jun-09 0 0.5 0 0 29-May-09 0.25 0 9-Jun-09 0 0 0.25 1 8-Jun-09 1.5 0 1 0 1.

 Clear line of division from other products.  No-segregation of products. Figure 8 Sec 21 Air Force Mixing of Product – Improper display Figure 9 Sec 23 Coast Guard Products not placed properly – Improper display PGDM 08-10-IMT-Nagpur Page 45 46. No Category Product Name Displayed Quantity Display Shelf 1 HO-DIL Lal Dantmanjan 60 gms 1 Top 2 HO-DIL Lal Tail 0.5 1 6-Jun-09 0. PGDM 08-10-IMT-Nagpur Page 44 45.  No-mixing of cheap substitutes.  Loosely placed goods. PGDM 08-10-IMT-Nagpur Page 46 47. Guidelines for a Good Display  Fully stacked shelves.5 11 8-Jun-09 0 2 10 Odonil Aroma Display Counter Stock out 2nd 5-Jun-09 0. It is important to provide solid business reasons for getting products placed in the most advantageous positions and even then there is no guarantee of getting what we desire.  Accessible height. Figure 11 Sec 21 Air Force – Shelves not fully stacked.  No Branding.5 3rd 6 LS-DIL Nature care 100gm 1 Top 7 LS-DIL Nature Care 375gm 1 top Table 8 Sec 23 Coast Guard Canteen (other SKU report) 4. sales results are measurably improved.5 2nd Shelf-Scattered 2 HO-DIL Lal Dant Manjan 60gm 3 2nd Shelf-Scattered 3 HO-DIL Lal Tail 60ml 1 3rd 4 LS-HC Odonil Room Spray 0. Figure 7 Sec 23 Coast Guard Products properly stacked Causes for Improper display  Un-organized goods. PGDM 08-10-IMT-Nagpur Page 42 43. No Category Product Name Displayed Quantity Display Shelf 1 HO-DIL Lal Danth Manjan 150gms 2 Top 2 HO-DIL lal Danth manjan 60gms 2 3rd 3 LS-DIL Hajmola 3 3rd 4 LS-DIL LBC 120gm 2 3rd 5 LS-DIL Shilajit 0.  Incomplete information about the product.        Display Counter Stock out Top Top 5-Jun-09 0 3 12 6-Jun-09 0 2. When proper merchandising techniques are applied. Display pattern used by other companies (competitive and non-competitive) Figure 12 Price tags Figure 13 External Displays PGDM 08-10-IMT-Nagpur Page 47 48.5 Top-Scattered 5 LS-DIL Shudh Madhu 500gm 3 2nd 6 LS-DIL Shudh Madhu 1kg 2 2nd 7 LS-DIL Hajmola Bottle 0.5 Top 6 LS-DIL Nature Care100 1 2nd Table 7 Sec 23 Coast Guard Canteen (other SKU report) PGDM 08-10-IMT-Nagpur Page 41 42. The best companies in the industry make a habit of paying attention to these important details. brand managers are satisfied with simply getting a placement and fail to take the next step – which is to help insure successful turnover by obtaining the best possible placement.  Neatly and systematically placed goods. No Category Product Name Displayed Quantity Display Shelfs 1 HO-DIL Lal Dant Manjan 150gm 0. Figure 10 Sec 21 Air Force Products. Display of other SKU’s report S. Real 1ltr Real 200ml Display Counter FLOOR 3rd 5-Jun-09 1 4 6-Jun-09 8 0 8-Jun09 6 0 3.25 3rd 8 LS-DIL Chyawanprakash 2 2nd 9 LS-DIL LBC 120gm 1 Top 10 LS-DIL Shilajit N/A Extension Counter 11 LS-DIL Nature Care100gm 1 Top-Corner 12 LS-DIL Nature Care 375gm 1 Top-Corner 13 LS-Foods Homemade Ginger-Garlic 0. Figure 14 Product line display counters Figure 15 Hanging Advertisements PGDM 08-10-IMT-Nagpur Page 48 .5 2nd 3 LS-DIL Chywanprakash 1kg 1 Top 4 LS-DIL LBC 120 gms 1 2nd 5 LS-DIL Shilajit 0.5 1 8-Jun-09 0.Products placed on floor.5 Top Table 6 Sec 37 Delhi Area Station Canteen (other SKU report) S. Merchandising report Too often when selling. S. Figure 5 Sec 37 DASC Products properly stacked Figure 6 Sec 23 Coast Guard Products properly stacked PGDM 08-10-IMT-Nagpur Page 43 44.25 1 PGDM 08-10-IMT-Nagpur Page 40 41.  Unutilized shelf space.

5-2hrs. 7 8-Jun-09 Air Force Whole of the Shampoo & Hair oil counter was stock out leading to 2 case sale of Active dandruff 200ml & Dabur Amla 2. 5 6-Jun-09 DASC On being placed Dabur AD shampoo along with Head & Shoulders products demand increased and the quantity of . A merchandizing boy typically handles 4-5 Companies.  Consumers have fixed budget. Product 2 4 5 2 2 4 4 4 3 3 4 4 41 3.67 Place 2 3 1 2 2 3 1 4 4 2 1 3 28 2.5 Cases in a day. but the one thing that was evident among the all. 6 6-Jun-09 DASC Real juices continued to be sold as earlier but with similar products like Frooti.  Any price increase can have a tremendous downward spiral effect on their purchase behavior.  Fully stacked counters were the first to catch eyes. No Date Canteen Activity 1 5-Jun-09 DASC A substitute of Odonil was found mixed with the product in the same rack.25 Packaging 3 4 3 4 5 4 4 3 2 1 2 1 36 3. The people who rejected it went for Pepsodent germicheck(2) and Colgate Herbal(1) 3 5-Jun09 DASC Out of 12 people buying Hair oil only 1 stepped to buy Dabur Amla.   49. 0 being the poorest 5 being the highest. was that the Dabur had problem with its merchandizing.5 cases PGDM 08-10-IMT-Nagpur Page 49 50. 4 5-Jun-09 Air Force In random check it was found out that Sanifresh was mixed with a substitute of local brand Admiral & Colonel. so they knew there budget and their requirements were already decided. Rasna. The stocking of the product generally took 1.00 Merchandizing Experiments and findings Following experiments were done and certain discrepancies were found out. 2 5-Jun-09 DASC Out of 50 people buying Toothpaste only 7 stopped to stare at Meswak and after looking at packing and comparing only 4 finally bought it. 8 8Jun-09 Coast Guard It was found out that the shelves of head & Shoulder & Colgate were once filled in the morning and in the later day they were only restacked.  Around 60% were females with 40+ ages. TOTAL AVG.42 Price 4 3 4 3 4 4 4 5 3 4 4 2 44 3. After lunch only re-shelving was done not replenishment. Consumer at CSD had these characteristics. People buying Head & Shoulders started comparing Vatika Active Dandruff along with it. Table 9 Consumer Experiments and merchandising review Understanding – Interpretations A different report gives different interpretation. S.33 Promotion 3 4 3 2 4 4 4 3 2 4 3 3 39 3. etc placed along is losing the vibrancy of its color. Later in the day the job of the merchandizing boy typically was to check whether the products are properly stacked or not.  Product comparison was the least because of already abundant knowledge of the brand. DAAC Air Force Coast Guard TOTAL 5th June 24 15 14 47 6th June 20 15 15 47 8th June 20 15 15 47 9th June 20 15 15 47 30 25 20 DAAC 15 Air Force 10 Coast Guard 5 0 5th June 6th June 8th June 9th June Table 10 SKU Availablity report As the month had just began and the supplies were being awaited . we first needed to assess the profile of the consumer at CSD outlets. others went for smaller packs of other brands.  Most of consumers at CSD didn’t want to bend down to lower counters. PGDM 08-10-IMT-Nagpur Page 50 51. was sold in time period of 3 hrs. The display of the substitute was made similar to the display of the odonil making it hard to differentiate in the first observation. The product needs to be placed in a different area with more source of light. To understand the problem with. Availablity of Dabur SKU's at CSD. Consumer Behavior and merchandizing cases report Consumer Survey A small survey was done in response to company’s requirement regarding the customers’ perception of Dabur product in regard to marketing 5Ps. Consumer Response to Dabur's 5 Ps Consumers responses were required on a scale of 0 to 5 on following parameters.

This will increase the cost of the company. The basic criteria to get the top shelves in CSD outlets is to provide the canteens with display shelves. Product Category Highest Selling Fastest Selling Consistent Selling Toothpaste Colgate 100gm Colgate 100gm Colgate 100gm Shampoo Head & Shoulders 400 Pantene 200 Active Dandruff 200 Gulucose No Competition Hair Oil Dabur Amla 300ml Parachute 2L Dabur Amla 300ml Sanifresh Harpic Harpic Harpic PGDM 08-10-IMT-Nagpur Page 51 52.    from the Central Depot. Head & Shoulder had the best & Consistent display among all the categories across all the CSD outlets. The product use to be sold like a hot cake. 1. until & unless followed by huge advertisements at CSD shelves. 15 15 11 10 7 7 5 0 Top 2nd 3rd Stock out Table 13 Shelve Display position The display of the product is the most important criteria for sales. until and unless followed by huge brand loyalty. Odonil Odonil Odonil Odonil Juices Real has no competition Table 11 Product-Time display report Colgate was still the leader in the toothpaste segment because of its strong brand loyalty. 2. This shows a switching behavior. On the further research it was found that the problem area was the merchandizing person. leading to clean & tidy display of the product. The consumer didn’t resort to external buying because of huge differences in prices. Any deviation in this sort should be resorted at first go. Later during the research work it was found that person was going to leave the Dabur brand. Product Category Best Display Fully Stacked Widest Display Toothpaste Pepsodent Germicheck Pepsodent Pepsodent Shampoo Head & Shoulders Pantene Head & Shoulders Gulucose Extension Counter Display Hair Oil Dabur Amla 300 Parachute 500ml Dabur Amla 300 Sanifresh Harpic Harpic Harpic Odonil Odonil N/A Juices ONLY Product Displayed Table 12 Best Display report Pepsodent Germicheck had the best display and was the most refilled and re-stacked counter. The product had many SKU’s but it didn’t cannibalized its own SKU’s rather it ate the share of its competitors. The company needs to deploy a single brand full time employ for Noida CSD only. Under the hair oil segment Dabur Amla was the most visible product. If a product is not properly visible. PGDM 08-10-IMT-Nagpur Page 54 55. These kinds of moves by merchandising staff can deeply affect the sales at CSD counters for a short period of time. Recommendations These can be the solutions for the above stated problem. 3. is stacked behind another product or is not at proper height then chances are high for low sales volume. Company should not go in contract with a third party for the merchandizing staff. Most of the products of Dabur were placed on 2nd shelf. its dedicated merchandizing workforce. this can be said because of the poor packaging of its competitors and loyalty among the upper age band of the consumer. most of the SKU’s of all the brand were going stock out. He had 4 more brands and didn’t paid any attention towards the Dabur products. 25 20 6 15 6 Improper 10 2 Normal 2 3 5 1 Good 2 13 4 6 2 0 3 Top 2nd 3rd Total Table 14 Display Quality report Among the display of the Dabur product 6 products were found to be of improperly displayed. in return they provide a . As the staff deployed by them keeps on changing on short intervals and the new person might not be aware of the brand characteristics. so chances were high for their low visibility. The consumer had to resort to other available brands. because of PGDM 08-10-IMT-Nagpur Page 52 53. The product continued to enjoy a top shelf along with proper price tags mentioned below it and hanging advertisements. but the will tremendously increase the visual appeal of the products and consistent good display. PGDM 08-10-IMT-Nagpur Page 53 54. The person was not interested in Dabur brand.

A periodic review of merchandising staff needs to be done. 5. 8. Limited scope of interaction with the consumer Time is the most valuable product for the consumer. 7. Annexure Format of Consumer Survey QUESTIONNAIRE Consumer View of Dabur Name: Contact No: Would you like to be contacted by Dabur for further review? Answer the questions on a scale of 0 to 5. 10. 4. The salary structure can be incentive based on how much care a person takes to enlist the brands at CSD. Stock out position The project was done in the time when most of the products were stock out at the outlet and were awaiting fresh supply from the central depot. 6. Time frame PGDM 08-10-IMT-Nagpur Page 55 56. The time frame setup was quite less as compared to the time period sales force devotes to merchandizing. Display Display Category Product Remarks No Counter Quality 1 HO-DIL Amla Hair Oil 100ml 2 HO-DIL Amla Hair Oil 200ml 3 HO-DIL Amla Hair Oil 300ml 4 HODIL Vatika Hair Oil 150ml 5 HO-DIL Vatika Hair Oil + Scheme 6 HO-DIL Vatika Hair Oil 300ml 7 HO-DIL Vatika Hair Oil + Scheme 8 HO-DIL Vatika HC Shampoo 9 HODIL Vatika AD Shampoo 10 HO-DIL Vatika Smooth & Silky 200ml 11 HO-DIL Vatika DC Shampoo 200ml 12 HO-DIL Lal Danth Manjan 150gm 13 HO-DIL Lal Danth Manjan 60gm 14 HO-DIL Red Tooth Paste 50gm 15 HO-DIL Red Tooth Paste 100gm 16 HO-DIL Red Tooth Paste 200gm 17 HO-DIL Lal Tail Total 18 HO-HC Odopic Scouring Bar 400gm 19 HO-HC Odopic Scouring Bar 600gm 20 HO-HC Babool Toothpaste . so as to check the performance. Wide segment to cover 51 products were to be covered per canteen. Accesses to outlets were governed by the permission of the store manager and any consumer activity carried out required his permission. Outside hoarding in collaboration with CSD outlet management can be provided. Hanging display boards to be placed. Accessibility to outlets. So does this one also had.   consistent top shelf for a time period. A cost evaluation of this can be done and further new shelves can be provided to CSD outlets. 2. so as to increase the appeal of the product. Initial time period was involved in learning the rules and regulations of CSD outlets. 0 being the poorest and 5 being the highest. Maintaining a record of that data was a tedious job. 4. So it was hard to convince them to talk in their precious time. The boards can be placed next to CSD outlet gates. Shelfs to be refilled thrice a day. Limitations of the study Every research work has limitations. Moreover. 1. 9. as per your reach? 0 1 2 3 4 5 5 Kindly rate Dabur product as per the placements at the counter? 0 1 2 3 4 5 Thanks for your time Official use: Date: Outlet: PGDM 08-10-IMT-Nagpur Page 57 58. Upper shelves to be utilized more for display rather than stockings. Followed by merchandizing training. 5. price tags should be provided so as to provide more and more information about the product. Time: Consumer Type: Remark: Merchandising data collection sheets  Dabur Sheet 1 S. 6. Display boards. the outlets were located far off from each other. totaling to 153 products in all. 1 Kindly rate the Dabur product according to use? 0 1 2 3 4 5 2 Kindly rate the Dabur product according to Packaging? 0 1 2 3 4 5 3 Kindly rate the Dabur product according to Promotional activity? 0 1 2 3 4 5 4 How do you find the prices of Dabur. This also helps build relationship with the staff at the outlets. so commuting between them took time. A periodic review needs to be done to analyze the change the customer buying preferences at CSD. Scope for improvement The project should be done at different intervals of the year with regular performance measurement of merchandizing staff. hanging advertisements. PGDM 08-10-IMT-Nagpur Page 56 57. 3.

................ 51 LS-Foods Hommde Tomato Pure 200gm Total  Competitor and Dabur product data sheet S............................................................ Cream 25 LS-HC Odonil Air Freshener 100gm 26 LS-HC Odonil Air Freshener 50 gm 27 LSHC Odonil Room Spray 250gm Toilet Cleaner 500ml+Odonil 50 28 LS-HC gm 29 LSHC Toilet Cleaner Sani F............................................. 47 ......................................................    200gms 21 HO-HC Promise Toothpaste 200gms 22 HO-HC Meswak Toothpaste 100gm PGDM 08-10-IMT-Nagpur Page 58 59............ Total 23 LS-HC Odomos Mosq................... 45 Figure 10 Sec 21 Air Force Products......................................... 45 Figure 9 Sec 23 Coast Guard Products not placed properly – Improper display ................................... 11 Figure 3 Average Consumer spending profile .......................................................................................................................................................... Table of Figures Figure 1 Dabur's worldwide presence... ................ 43 Figure 6 Sec 23 Coast Guard Products properly stacked ............................... 46 Figure 12 Price tags .................................................................................... Lotion 24 LS-HC Odomos Mosq....................... 43 Figure 7 Sec 23 Coast Guard Products properly stacked ...................... Dew 500ml Total 30 LS-DIL Gulucose 100gm 31 LS-DIL Gulucose 500gm 32 LS-DIL Shudh Madhu 250gm 33 LS-DIL Shudh Madhu 500gm 34 LS-DIL Shudh Madhu 1kg 35 LS-DIL Hajmola Bottle 36 LS-DIL Pudin Hara 37 LS-DIL Dabur Chyawanprash Awaleh 1kg 38 LS-DIL Chywanprash Awaleh+ 40gm Honey 39 LS-DIL Chywanprash Awaleh 1kg Spl 40 LS-DIL Chywanprsh 500gm Spl 41 LS-DIL Lavan Bhaskar Churna 120gm 42 LS-DIL Shilajit 30caps 43 LS-DIL Nature Care 100gm 44 LS-DIL Nature Care 375gm Total 45 LS-Foods Real Orange Juice 1ltr 46 LS-Foods Real Guava 1000ml 47 LS-Foods Real Mango Nectar 200ml 48 LS-Foods Real Orange Nectar 200ml` 49 LS-Foods Real Guava 200ml 50 LS-Foods Hommade Ginger Garlic 200gms PGDM 08-10-IMT-Nagpur Page 59 60............................................Products placed on floor...................................................... 24 Figure 5 Sec 37 DASC Products properly stacked ... 28 Gulucose 500gm 29 Dabur Amla 200ml 30 Dabur Amla 300ml 31 Dabur Amla 100ml 32 Shanti Amla 500 33 Shanti Amla 300 34 Vatika 300ml 35 Vatika 100 36 Parachute 1L 37 Parachute 2L 38 Parachute 100ml 39 Parachute 200ml 40 Parachute 500ml 41 Sanifresh 42 Sanifresh Forest Dew 43 Harpic 44 Odonil 45 Aroma 46 Real 1ltr 47 Real 200ml PGDM 08-10-IMT-Nagpur Page 61 62................................................... 8 Figure 2 Journey of Dabur ......... 14 Figure 4 Dabur's Products .................................................... 46 Figure 11 Sec 21 Air Force – Shelves not fully stacked........... 47 Figure 13 External Displays ........... Rep......... 44 Figure 8 Sec 21 Air Force Mixing of Product – Improper display ............... No Product Display Quantity Display Shelf Remark 1 Red Tooth Paste 50gm 2 Meswak 100gm 3 Promise 200gm 4 Babool 200gm 5 Colgate Adv.....Rep..................... White 150gm 6 Colgate Total 150gm 7 Colgate Herbal 200 8 Colgate 200gm 9 Colgate Fresh 150gm 10 Colgate 100gm 11 Pepsodent 150 gm 12 Pepsodent Germicheck 175 gm 13 Close up 80 14 Pepsodent Germicheck 175 gm 15 Close up 80 16 Hena Conditioning 200ml 17 Active Dandruff 200ml 18 Active Dandruff 100ml 19 Hena Conditioning 100ml 20 Head & Shoulders 90ml 21 Head & Shoulders 200ml 22 Head & Shoulders 400ml 23 Pantene 400ml 24 Pantene 200ml 25 Gulucose 100gm 26 Gulucon 27 Guluco Vita PGDM 08-10IMT-Nagpur Page 60 61...............................................

. PGDM 08-10-IMT-Nagpur Page 63 ...... BIBILIOGRAPHY  www.....................com  SAP files  HR record of merchandising people......... 48 PGDM 0810-IMT-Nagpur Page 62 63............... Figure 14 Product line display counters................................. 48 Figure 15 Hanging Advertisements ..............................................dabur...wikepedia.......................com  www.......................

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