Summer Internship

at
About Dabur India Ltd.
Dabur
India Ltd.
Presented By,
DIKSHA LATH
(19PGDM-BHU23)
My Summer Internship at Dabur India Ltd. went through two
Phases:
Phase 1:
( WORK FROM HOME)
To find consumer’s
perception towards two
products of Dabur –
(Pudin hara and Babool)
with respect to its
competitors.
Phase 2:
( FIELD WORK)
Analysis of services
provided by Dabur and
its competitors during
lockdown. Also, Finding
gaps in the retail market
in Ranchi for Dabur
Products
  One of the leading FMCG companies in India.

About
About
 World leader in Ayurveda with a portfolio of
over 250 Herbal/Ayurvedic products.

Dabur
Dabur  Founded by SK Burman in the year 1884.

 Key product categories are Hair Care, Oral

Ltd.
India Ltd. Care, Health Care, Skin Care, Home Care and
Foods.
 Porter’s 5 forces model for Dabur
Threat of competitors
 The threat of competitors is high because there are a lot of players in the Market.
 Key players and competitors of Dabur India currently are Emami, Patanjali, Ayur and Himalaya.
 Premium personal care products face competition from international brands.

Threat of New Entrants.

 The exit barriers are low and thereby firms can enter and exit easily.
 But the entry barriers in terms of building a national brand as well the distribution network is high. So is the exit barrier.

Threat of Substitute Products

 Ayurvedic Healthcare products hardly have substitutes so threat is not very significant.
 The pricing of the Dabur products is very competitive without compromising on the quality hence the relative price
performance of substitutes is low as compared to Dabur..

Threat of Buyers Bargaining Power

 The buyer’s bargaining power is low since they cannot influence the prices to such a great deal.

Threat of Supplier’s Bargaining Power

 Due to its over 100 years presence Dabur does have a very strong bond with the suppliers
 Dabur has a huge global network of suppliers and vendors.
 The number of suppliers is low for the Home Care category.
Phase 1:
A Study to find consumer’s perception towards two
products of Dabur – (Pudin hara and Babool) with
respect to its competitors
 Literature Review
1. A study on consumer preference towards Dabur products in salem town.

2. Customer Satisfaction on Production and services of Dabur India Ltd.

3. Analysis of Consumer Perception with respect to Dabur’s Honey.

4. A study on the consumer Preference on Dabur Hajmola in Sambalpur.

5. Brand promotion and successful marketing strategies of Dabur.

6. Dabur India Limited – The World Leader in Ayurvedic Products - Sustaining Competitive Advantage.

The Research Papers mentioned above helped in determining factors which influences the
consumers perception while purchasing FMCG Products. Also, it helped me in knowing about
the Dabur and FMCG industry. None of the paper showed the consumer perception of Dabur
Products specifically Pudin Hara and Babool. Hence in my research work I have tried to find
out the consumer perception of two products of Dabur with respect to its main competitors.
Research Objective:
1. To study the consumer perception towards Dabur Products. (Dabur Babool and
Dabur Pudin Hara).
2. To know the consumer preference towards two Products of Dabur ( Dabur Babool
and Pudin Hara) with reference to its competitors.

Research
Methodology:
1. Sample Size- A total of 151 respondents were taken.

2. Sampling Technique- A structured questionnaire was given to the respondents and responses were collected as the
respondents are from Region Ranchi. The respondents were asked to rate the variables using a 5-point Likert Scale, which
ranged from 1-Very Poor to 5- Very Good.

3. Sources of Data- The study is based on both primary and secondary data with primary data being collected by using
questionnaires and secondary data has been collected from books, manuals and internet.

4. Tools for analysis- Paired T test is used to analyse the data using SPSS software.
 Dabur Pudin Hara
 Dabur Pudin Hara is an ayurvedic medicines for Indigestion, Gas and Acidity.
 Pudin Hara is 100% natural and safe.

Parent Company Dabur

Category Ayurvedic Health Products- Digestives

Healthy Fresh Farm
ORGANIC Sector food FMCG food Fresh

Tagline/ Slogan Effective cooling Relief

Dabur Pudin Hara is an Ayurvedic

USP
medicine for Indigestion, Gas and Acidity 
 SWOT Analysis of Dabur Pudin Hara

• Low Penetration in
• Use of Natural Ingredients. Foreign Markets.
• Low Cost. • No Known Side effects.
• Increased Demand for ayurvedic • No innovations and
Products. changes have been
Strengths Weaknesses introduced in the brand.
• 100% safe and secure
• Less Flavour available.

Opportunities Threats
• New and Untapped segments. • Lot of competition in the
• Develop Distribution Network. market with people mostly
• Innovation and R&D relying on doctor’s
prescriptions.
• Entry of Multinationals and
Pharma.
 Pudin Hara- ENO ( Paired T test)

H0: Consumer Perception of Pudin hara is same as that of Eno.

H1: Consumer perception of Pudin Hara is better than Eno/ Consumer perception of Eno is better than
Pudin Hara.

1. The mean value of Promotional offers and Advertisement of Pudin Hara < ENO and the p value < 0.05. In this case
the Null Hypothesis gets rejected and the consumer perception is different for both brands in terms of Promotional
Offers and Advertisements. We can conclude that so consumers gets more Promotional offers from Eno than Pudin
Hara. Also, ENO’s advertisement is more visible to them. .

2. Though there is a difference in the mean value of Price, Availability, Brand Image, Quality, Packaging and
effectiveness, the P value of all the factors < 0.05, The Null Hypothesis is accepted in this case so the Consumer
Perception for both the brands are same in terms of Price, Availability, Brand Image, Quality, Packaging and
effectiveness.
Pudin Hara-ENO
Factors Your Picture
Mean Here AndNull
P value Send To BackPerception for
Value Hypothesis both the brands
Price Pudin hara > 0.05 Accepted Same

Availibility Eno > 0.05 Accepted Same

Brand Image Pudin > 0.05 Accepted Same

Hara
Promotional Eno < 0.05 Rejected Eno is better than
Offers Pudin Hara

Advertisement Eno < 0.05 Rejected Eno is better than

Pudin Hara

Quality Pudin > 0.05 Accepted Same

Hara
Packaging Eno > 0.05 Accepted Same

Effectiveness Eno > 0.05 Accepted Same

 Pudin Hara- Gelusil ( Paired T test)

H0: Consumer Perception of Pudin hara is same as that of Gelusil.

H1: Consumer perception of Pudin Hara is better than Gelusil / Consumer perception of Gelusil is better
than Pudin Hara.

 The mean value of Availability is better for Pudin Hara than Gelusil but the p value of availability> 0.05, Null
hypothesis is accepted in this case so we can conclude that respondents have same perception in terms of
Availability.

 The mean value of Price, Brand Image, Promotional Offers, Advertisement, Quality, Packaging and effectiveness of
Gelusil is better than that of Pudin Hara, but p value of these factors > 0.05 so all the variables stands insignificant.
So we can conclude that consumers perception is same for both the brands.
Pudin Hara-Gelusil
Factors Your
Mean Picture
Value Here And Send
P value Null To Back Perception for
Hypothesis both the brands

Price Gelusil > 0.05 Accepted Same

Availibility Pudin Hara > 0.05 Accepted Same

Brand Image Gelusil > 0.05 Accepted Same

Promotional Gelusil > 0.05 Accepted Same

Offers

Advertisement Same > 0.05 Accepted Same

Quality Gelusil > 0.05 Accepted Same

Packaging Gelusil > 0.05 Accepted Same

Effectiveness Gelusil > 0.05 Accepted Same

 Pudin Hara- Digene ( Paired T test)

H0: Consumer Perception of Pudin hara is same as that of Digene.

H1: Consumer perception of Pudin Hara is better than Digene / Consumer perception of Digene is better
than Pudin Hara..

We can see that mean value of all the factors are better for Digene, but the p value > 0.05. In this case the null hypothesis
is accepted and variables stands insignificant. So we can conclude that Consumer perception is same for both the
brands in terms of Price, Availibilty, Brand Image, Promotional offers, Advertisement, Quality and effectiveness.
Pudin Hara-Digene
Factora Your
MeanPicture Here And Send
P value To Back
Null Hypothesis Perception
Value for both
the brands
Price Digene > 0.05 Accepted Same

Availibility Digene > 0.05 Accepted Same

Brand Image Digene > 0.05 Accepted Same

Promotional Digene > 0.05 Accepted Same

Offers
Advertisement Digene > 0.05 Accepted Same

Quality Digene > 0.05 Accepted Same

Packaging Digene > 0.05 Accepted Same

Effectiveness Digene > 0.05 Accepted Same

 Pudin Hara- Other Brand ( Paired T test)

Others combine several brands, we can see here that all the factors are insignificant for the Analysis
because P value is greater than 0.05.
Therefore all factors of Pudin Hara and other brands except Gelusil, Digene and Eno have same impact on
respondents.
 Dabur Babool
 It was launched in India by Balsara Hygiene in 1987.
 In 2005, Babool was sold by Balsara to Dabur along.
 Babool Toothpaste is natural toothpaste packed with the benefits of Babool extract 'Acacia
Arabica’.
 It keeps gums healthy and teeth strong.

Parent
Dabur
Company

Category Personal Care brands - Toothpastes

Sector FMCG

Tagline/
Begin a great day, the babool way.
Slogan

Contains ayurvedic ingredients and

USP
medicinal benefits
 SWOT Analysis- Dabur Babool

• Toothpaste that whitens Yellow Teeth. • Low Penetration in Foreign

• Use of Natural Ingredients. Markets.
• Low Cost • Low Penetration in rural
• Increased Demand for ayurvedic markets.
Products • Poor Presence in other oral
Strengths Weaknesses care domains.

Opportunities Threats
• New and Untapped segments. • Entry of Multinationals
• Develop Distribution Network. like HUL and P&G
• Innovation and R&D
 Dabur Babool- Colgate ( Paired T test)

H0: Consumer Perception of Babool is same as that of Colgate.

H1: Consumer perception of Babool is better than Colgate / Consumer perception of Colgate is better
than Babool.
 The mean value of Price, availability, Brand Image, Promotional Offers, Advertisement, Quality and taste and
flavour of Colgate are more than Babool, and the p value of these factors are < 0.05. Null hypothesis is rejected in
this case and all the variables stands significant. so we can conclude that consumers have better perception of
Colgate than Babool in terms of these factors.

 The mean value of packaging of Babool is less than the mean value of Colgate but the p value > 0.05. In this case
Null hypothesis is accepted and the variable stands insignificant so Consumer Perception is same for both the
brands.
Dabur Babool- Colgate
Factors Your
Mean Picture Here And
P value Null Send To Perception
Back for both the
Value Hypothesis brands
Price Colgate < 0.05 Rejected Colgate better than
Babool

Availibility Colgate < 0.05 Rejected Colgate better than

Babool

Brand Image Colgate < 0.05 Rejected Colgate better than

Babool
Promotional Colgate < 0.05 Rejected Colgate better than
Offers Babool
Advertisement Colgate < 0.05 Rejected Colgate better than
Babool
Quality Colgate < 0.05 Rejected Colgate better than
Babool
Packaging Colgate > 0.05 Accepted Same

Taste and Colgate < 0.05 Rejected Colgate better than

Flavours Babool
 Dabur Babool- Patanjali Dant Kanti ( Paired T test)

H0: Consumer Perception of Babool is same as that of Dant Kanti.

H1: Consumer perception of Babool is better than Dant Kanti / Consumer perception of Dant Kanti is
better than Babool.
 The mean values of the factors Quality, Packaging, Taste and flavours of Patanjali Dant Kanti are more than Babool and
the P value < 0.05. In this case null hypothesis is rejected and so we can conclude that Patanjali Dant Kanti is perceived
better by the respondents than Babool in terms of these factors.
 However The mean value of Price, Availability, Brand Image, Promotional Offers and advertisement of Patanjali Dant
Kanti is better than Babool but the p > 0.05. In this case Null Hypothesis is accepted and the variable stands
insignificant so the perception of respondents for both the brands are same in terms of these factors .
Dabur Babool- Dant Kanti ( Patanjali)
Factors YourValue
Mean PictureP Here And
Null Send ToPerception
Back for both the
value Hypothesis brands

Price Dant Kanti > 0.05 Accepted Same

Availibility Dant Kanti > 0.05 Accepted Same

Brand Image Dant Kanti > 0.05 Accepted Same

Promotional Dant Kanti > 0.05 Accepted Same

Offers

Advertisement Dant Kanti > 0.05 Accepted Same

Quality Dant Kanti < 0.05 Rejected Dant kanti is better than
Babool

Packaging Dant Kanti < 0.05 Rejected Dant kanti is better than
Babool

Taste and Dant Kanti < 0.05 Rejected Dant kanti is better than
Flavours Babool
 Dabur Babool- Sensodyne ( Paired T test)

H0: Consumer Perception of Babool is same as that of Sensodyne.

H1: Consumer perception of Babool is better than Sensodyne/ Consumer perception of Sensodyne is better
than Babool.

 The mean value of price is better for Babool than Sensodyne, but the p value of price >0.05. In this case null hypothesis
gets accepted and we can conclude that consumer perception is same for both the brands in terms of Price.

 The mean value of all the factors except price is better for Sensodyne than Babool, but the p value > 0.05. In this case the
null hypothesis gets accepted and we can conclude that consumer perception for both the brands are same in terms of
all the factors.
Dabur Babool- Sensodyne
Factors Your
Mean Picture
Value Here
P And Send To Back
Null Perception for both the
value Hypothesis brands

Price Babool > 0.05 Accepted Same

Availibility Sensodyne > 0.05 Accepted Same

Brand Image Sensodyne > 0.05 Accepted Same

Promotional Sensodyne > 0.05 Accepted Same

Offers

Advertisement Sensodyne > 0.05 Accepted Same

Quality Sensodyne > 0.05 Accepted Same

Packaging Sensodyne > 0.05 Accepted Same

Taste and Sensodyne > 0.05 Accepted Same

Flavours
 Dabur Babool- Other Brands ( Paired T test)

 
Others combine several brands, we can see here that all the factors are insignificant for
the Analysis because P value is greater than 0.05. Hence Null Hypothesis accepted.
Therefore all factors of Babool and other brands except Colagte, Dant Kanti and
Sensodyne have same impact on respondents.
 Findings and Conclusions
 51% of the respondents were male and 49% of the respondents were female.

 There are a lot of competitors of Pudin Hara as well as Babool. Eno is the most preferred Brand for
Indigestion and Acidity where as Colgate is preferred over all other brands of toothpaste.

 Dabur Pudin Hara and Dabur Babool is under constant threat from its competitors for loosing its
market Share.

 Dabur Brand Products lacks in terms of Advertisement, Promotional offers and Availability.

 Brand Image and awareness of Dabur Brand plays a crucial role for the consumers purchasing Dabur
Pudin Hara.

 92.1% of my sample was aware about Dabur Pudin Hara and Only 84.1% of my sample used Pudin Hara
so we can conclude that Dabur Pudin Hara has a good market share.

 89.4% of my sample was aware about Dabur Babool and only 34.4% have used Dabur Babool so we can
conclude that Dabur Babool has a wider reach but people are less prone to use so its has very less
market share.
 Recommendations
 Dabur Should focus more on its Advertisement and passing on Promotional Offers in order to get wider
market share.

 Dabur should focus on increasing the availability of Pudin Hara.

 More schemes like ‘Seasonal Schemes’ can be given to the retailers. More and more displays like
window hiring can be given for the retail outlets.

 The brand image of Dabur as a company is very reputed in the market but the brand image of Dabur
Babool is not on that level due to many people not knowing about Babool being a brand of Dabur so,
the company should work to improve on the brand image of the product.

 Dabur should increase the visibility of Dabur Pudin Hara and Dabur Babool in retail stores.
 Limitations
 The sample was small and respondents were limited to Ranchi Region.

 For the comparison, there was limited number of respondents as for the test only those
samples were taken who have used Pudin Hara.

 For the comparison, there was limited number of respondents as for the test only those
samples were taken who have used Dabur Babool.

 Having a lot of competitors of both the products, the research for each competitor was not
possible so only three main competitors for each product was taken.

 The research is carried out on customers. They have tendency to behave artificially when
they know that they are being observed.

 Since the study is conducted with the help of the primary data, the results are subject to
‘respondents’ biased information due to socio economic background.
Phase 2:
Analysis of services provided by Dabur and its
competitors during lockdown. Also, Finding gaps in the
retail market in Ranchi for Dabur Products
 Research Objective:
1. To analyse the situation on the retail market of Ranchi with respect to Chemist and Grocery
(Rashan) Shops.
2. To analyse what new products started selling due to Covid-19, which product’s sale was
decreased and mainly,
3. Dabur Ltd wanted to understand what are the areas in which their suppliers are lacking to
improve their services in the future also, to understand how to increase sales of certain
products.

Research Methodology:
1. Sample Size- A total of 232 responses were taken from several retail shops situated in Ranchi.

2. Sampling Technique- A structured questionnaire was prepared and were filled as schedules by the
researchers with the help of the respondents.

3. Sources of Data- The study is based only on primary data collected by the researchers in the retail market of
Medicine and Groceries of Ranchi.
Total Nos of Stores Visited: 232

Numbers of stores visited per area

34
35
30
STORES VISITED 30
26
24
25
GR 21
19% 20 18
16

15
Total CH 11
61% 20% 8
9
8
10
PAN 6
7
1% 5 5
4
5

GM GR CH PAN Total 0
ra ar tu k ur i k r
w da u oo oa
d
oa
d
oa
d
ad w ad or
e
za
go ag ria ho an ar
m in al
p b o o M a
Ar N Ba C or H H
ry
R R L R
or
a C
h R
gh
B
k a D k e
ai
n a at
u er
ho rs he La M M z R i n p p
As Bi tc Pl
a S
Chart 1- Stores visited Ku U

Chart 2- Number of Stores

visited per area in region
Ranchi
 First preference chart Kerate
Ayudh
Fresh
Bakery Giloy
Amla arx oil
ItemsCream
2% Juice
20.7 4% 2%
Juice 2%
19%
7%

13.4 Phenyl
9% Chyvan
10.1 9.2 Handw prash
8.3 7.8
6.5 5.5 ash 17%
5.1 9%
3.7 2.8 2.8
1.8 0.9
0.5 0.5 0.5 Sanitiz Masks
er 15%
r l tt I J 15%
L rle bu ipla stle rma &G mu em bo JAL ry o m C m ni a
H
U a a e l k b J& bu s IT ira n
P D C N Pha P A A A N a d O l d ita
n ATA C H
a Br Giloy Juice Chyvanprash Masks Sanitizer Handwash Phenyl
Su P Amla Juice Bakery Items Fresh Cream Ayudhar Keratex oil

Chart 3: Best Service Provider during lockdown Chart 4: New Products whose
sales emerged during lockdown
Phenyl
Shampoo
Milk
3%2%
Juice 5% Sanitizer
5% 25%
Honey
5%
Cheese
5%
Biscuits
5%
Bread Chyvanprash
9% 21%

Maggie
15%

Sanitizer Chyvanprash Maggie Bread

Biscuits Cheese Honey Juice
Milk Shampoo Phenyl

Chart 5 :Increase in the Demand of existing Product during Lockdown

 Findings and
Recommendations
1. In several shops, it was noted that Patanjali Chyawanprash had more demand than the Dabur
Chyawanprash which is the main competitor of Dabur.
2. Service level depended on the area too. In areas like Main Road, Dabur’s service was not up to the
marks but in areas like Lalpur, Dabur gave exceptional service.
3. Some of the Dabur distributors were very careless with delivery times and other services rather than
others.
4. Several Retailers found it difficult for the products to reach their shops during the lockdown period.
5. In chemist shops, Dabur’s services very not satisfactory throughout the research domain.
6. In General Retailers and General Merchant Shops, Parle, P&G and Dabur were the most liked
companies on basis of service respectively.
7. In chemist shops, Cipla & Alkem provided the best services to the retailers ahead of Dabur.
8. Sales of Chyvanprash and other immunity boosters like Amla Juice, Giloy Juice etc increased tenfold.
9. In several shops, it was noted that Patanjali Chyvanprash had more demand than the Dabur
Chyvanprash.
10. Dabur should provide more margins to the sellers so as to persuade them for selling products in
larger quantities.
Thank You!