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ACKNOWLEDGEMENT
I wish to thank all those with whom I have worked, interacted and whose
thoughts and insights helped me in furthering my knowledge and
understanding of the subject.
I would especially like to express my gratitude and sincere thanks to
ASHFAQ SIDDIQUE (HOD) whose excellent teaching has left an undeniable
print on my mind leading me to prepare this project report in a better way
and which would not have been possible without his support and active
guidance. I am highly obliged to him for the opportunity that he gave me to
work on the marketing strategies of Dabur India Ltd.. The present report
has made me learn a lot about the marketing industry as a whole.
Azher saudagar
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DECLARATION
I do hereby declare that the project report is submitted as partial
fulfillment of the requirement of MBA Program of INFINITY ENGEENIRING &
MANAGEMENT COLLEGE SAGAR, (M.P.)
The Project has been done under the guidance of SANDEEP JAIN
(EXECUTIVE) in SAGAR branch, and PROF ASHFAQ SIDDIQUE Faculty guide
INFINITY ENGEENIRING & MANAGEMENT COLLEGE
No part of this report has not been published or submitted elsewhere for the
fulfillment of any degree or diploma for any institute or university.
I further declare that all the information, facts & figures furnished in this
project Report are based on my intensive research findings.
Azher saudagarIV sem
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CERTIFICATE
This is to certify that this research report entitledDabur India Ltd. Is
the original work of Azher saudagar and it has been completed under my
supervision.
FACULTY GUIDE
Prof. ASHFAQ SIDDIQUE
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CONTENTS
I ACKNOWLEDGEMENT
II DECLERATION
III CERTIFICATE
ORGANISATIONAL PROFILEa. Objectives
b. Introduction
c. Companys History
d. Management and Ownership structure
e. Vision
f. Companys Profile
MARKETING ANALYSIS OF DABUR INDIA LIMITEDa. Concept of Marketingb. Marketing Mixc. 4 Ps of Marketing
DATA ANALYSIS AND INTERPRETATION FINDINGS AND RECOMMENDATIONS CONCLUSION AND SUGGESTION BIBLIOGRAPHY
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OBJECTIVE
To study the present marketing strategy of Dabur India Limited To study the effectiveness of marketing strategy OfDabur India
Limited
To know about the portfolio of Dabur India Limited
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INTRODUCTION
Before the industrial revolution the emphasis was on production of better
quality article. Production was carried on small scale and in most cases
production was carried on in small quantities only when an order was placed
in advance. In modern days production is carried on not only in large scale
but also in anticipation of future demand. This situation had brought into
sharp focus the other function of management as Marketing, Finance and
Human Resources etc.
The functioning of all these areas of management in a vibrant way full of
vitality is important to the sustenance and advancement of the company
towards prosperity.
Dabur India Ltd. Is a company where a balance of all these fields exists and
where they perform in a perfect harmony. Dabur was set up in 1884 by Dr.
S. K. Burman, a physician tucked away in Bengal, to produce and dispense
Ayurvedic medicines. His mission was to provide effective and affordable
cure for ordinary people living in far-flung villages. Reaching out to a wide
mass of people who had no access to proper treatment, Dr. S. K. Burman's
commitment and ceaseless efforts resulted in the company growing from a
fledgling medicine manufacturer in a small Calcutta house, to a household
name that at once evokes trust and reliability.
Dabur India Limited is India's leading FMCG Company with interests in
health care, personal care and foods. Dabur has a history of more than 100
years and the company has carved a niche for itself in the field of Ayurvedic
medicines. The products of Dabur are marketed in more than 50 countries
worldwide.
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The company has 2 major strategic business units (SBU) - Consumer Care
Division (CCD), Consumer Health Division (CHD) 3 Subsidiary Group
companies - Dabur Nepal and Dabur Foods Ltd & and Dabur International.
Dabur International has 4 step down subsidiaries Dabur Egypt Ltd., Asian
Consumer Care Pvt. Ltd. (Bangladesh), African Consumer Care Ltd. (Nigeria)
and Weikfield Intl. (Egypt)
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HISTORY OF DABUR
Dabur was incorporated in 1884 in a small Calcutta
pharmacy where Dr. S. K. Burman launched his mission of
making health care products. With the growing popularity
of Dabur products, in 1986 Dr. S. K. Burman set up
Daburs first manufacturing plant for mass production and
in the early 1900s Dabur ventured
into the business of nature based ayurvedic medicines for
which standardized drugs were not available in the market.
In 1936 Dabur sets up Dabur India Limited and a new manufacturing plant is
set up in Faridabad on the outskirts of Delhi. In 1979 one of the largest and
best equipped production facility was started near Sahibabad along with the
formation of Dabur Research Foundation (DRF) signaling the launch of
research operation in the pioneering area of health care. In 1986 Dabur
became a public limited company and raised its first public issue in 1994
with the company share issued at a high premium and oversubscribed
twenty one times. For better operation and management 3 separate
divisions were created in 1996 according to the product mix, namely Health
care products division, Family production division and Dabur ayurvedic
specialties limited. In 1997 Dabur enters full scale in the nascent processed
foods market with the creation of the food division. Project STARS (Strive To
Achieve Record Success is initiated to give a jump start to the company and
accelerate its growth performance) and in 2000 Dabur established its market
leadership status with a turnover of Rs 1000 Crores. In 2005, Dabur
acquired Balsara. Dabur crossed $ 2 billion market cap in 2006. Dabur foods
merged with Dabur India in 2007.
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From a small beginning and upholding the values of its founder, Dabur
entered the august league of large corporate business. Dabur has also
ventured into the specialized health care area of cancer treatment with its
oncology formulation plant at Baddi in Himachal Pradesh and extended its
global partnerships by entering into joint ventures with Osem of Israel for
food and Bongrain of France for cheese and other dairy products.
Dabur India Limited today is the third largest FMCG Company in India after
a takeover of Balsara India Limited and with interests in Health care,
Personal care and Food products. Powerful brands like Dabur Amla, Dabur
Chyawanprash, Vatika, Hajmola and Real are the major contributors to
Daburs turnover of Rs.2396 crore.
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MANAGEMENT & OWNERSHIP
STRUCTURE
Board of Directors
Dabur has an illustrious Board of Directors who are committed to take the
company onto newer levels of human endeavour in the service of mankind.
The Board comprises of:
Chairman
Vice-
Chairman
Dr. Anand Burman Mr. Amit Burman
Whole Time Directors
Mr. P.D. Narang Mr. Sunil Duggal Mr.Pradeep Burman
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Non Whole Time Promoters, Directors
Mr. Mohit Burman
Independent Directors
Maharaja Gaj
Singh
Mr. P N Vijay Mr. R C Bhargava Dr. S. Narayan
The C.E.O
Sunil Duggal
Chief Executive Officer
Dabur India Limited
http://www.dabur.com/en/about/company/maharaja.asphttp://www.dabur.com/en/about/company/p_n_vijay.asphttp://www.dabur.com/en/about/company/r_c_bhargava.asphttp://www.dabur.com/en/about/company/s_narayanan.asphttp://www.dabur.com/en/about/company/s_narayanan.asphttp://www.dabur.com/en/about/company/r_c_bhargava.asphttp://www.dabur.com/en/about/company/p_n_vijay.asphttp://www.dabur.com/en/about/company/maharaja.asp7/30/2019 AZHER DABUR
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COMPANYS PROFILE
Dabur India Limited is Indias fourth largest FMCG company. The first Dabur
plant was set up in 1896 and research laboratories established in 1919.
Dabur became a public limited company in 1986. In 1998, the Burman
family, the original promoters, handed over the day-to-day running of the
company to professionals. With effect from 1 April 2005, Balsara Home
Products became a subsidiary of Dabur. Apart from Balsara, Dabur has five
other subsidiaries Dabur Foods, Dabur Nepal, Dabur Egypt, Dabur
Oncology and Dabur Pharma.
Dabur has been marketing its products in more than 50 countries all over
the world. The company has offices and representatives in Europe, America
and Africa. Manufacturing facilities are spread across three overseas
locations.
Dabur India Limited holds its speciality in AYURVEDA. Ayurveda, the ancient
Indian system of medicine based on natural and holistic living, derives from
two Sanskrit words -Ayu or life, and Veda or knowledge. This Science of Life
analyses the human body through a combination of the body, mind and
spirit.
Originating nearly 5,000 years ago, Ayurvedic texts were researched by
Dabur in its quest for natural remedies. Today, its application in modern life
has been renewed through the scientific research and validation undertaken
at Dabur.
Other than ayurvedic specialities Daburs product range also
encompasses health care, hair care, oral care, baby care, home care, food
segments and digestive products . Some of the well-known brands include
Amla Chyawanprash, Hajmola, Lal Dantmanjan, Nature Care and Pudin Hara.
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Part of the companys success came from its highly active sales network. A
significant proportion of Indian population, which would be top one billion
before the drawn of the 21st century, still lived in rural regions and in
extreme poverty. For much of this population, personal care products
remained luxury items. Yet the company recognized the importance of
building its brand in this region and as such the company developed a vast
sales network and much of this network was based on an army of
independent, direct sales agents, who hawked the companys products in
more than 150000 villages.
In 2002 the company prepared to enter a new management era and
appointed Mr. Sunil Duggal as the C.E.O of the company. He joined in 1995
as General Manager (Sales & Marketing), and since then, with his dynamic
spirit and leadership abilities he has led the company to achieve new heights
and becamer the CEO of the Company, and with his valuable experience
steering the company ahead in its growth plans.
Dabur India Limited has marked its presence with some very significant
achievements and today commands a market leadership status. Their story
of success is based on dedication to nature, corporate and process hygiene,
dynamic leadership and commitment to their partners and stakeholders. The
results of the policies and initiatives speak for themselves.
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The shareholding pattern of the company last year
is as follows -:
Promoters 71%
Non promoter corp. hold 21%
Public & others 8%
Dabur India Limited is India's leading FMCG Company with interests in
health care, personal care and foods. Dabur has a history of more than 100
years and the company has carved a niche for itself in the field of Ayurvedic
medicines. The products of Dabur are marketed in more than 50 countriesworldwide. The company has 2 major strategic business units (SBU) -
Consumer Care Division (CCD) & Consumer Health Division (CHD), and 3
Subsidiary Group companies - Dabur Foods, Dabur Nepal and Dabur
International. Dabur International has 5 step down subsidiaries - Dabur
Foods, Dabur Nepal, Dabur Egypt, Dabur Oncology and Dabur Pharma.
71%
21%
8%
SHARE HOLDING PATTERN
Promoters
Non promoter's
holdings
Public and others
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STRATEGIC BUSINESS UNITS
CONSUMER HEALTH DIVISION (CHD)
The consumer healthcare division includes products of the
erstwhile Ayurvedic Specialists Division and a set of over the
counter (OTC) products based on the ayurvedic medicinal platform. The
division is supported continuously by in-house research to provide complete
care for varying individual needs. These products are backed by the most
modern scientific test and trials and ensure unfailing quality and safety. The
CHD is divided in the following four categories:
Health supplement Baby care Digestives Natural cures
Dabur Chyawanprash
Glucose D
Dabur lal tail
Dabur baby olive oil
Dabur janma ghunti
Hajmola Mast Masala
Hajmola Candy F
Pudin hara
Pudin hara G
Anardana
Hajmola Candy
Dabur Honey
Shilajit fold
Nature care
Sat isabgol
Shilajit
Ring Ring
Itch care
Back-Aid
Shankha Pusphi
Dabur balm
Sarbyna strong
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CONSUMER CARE DIVISION (CCD)
The Consumer Care Division (CCD) that deals with pure FMCG
products is a result of the merger between the personal careproducts division and the healthcare products division. The divisions
portfolio includes health supplements, digestives and confectionery, oral
care, hair care, and baby and skin care.
The various categories under CCD are:
Hair care oil Skin care Hair care shampoo Oral care
- Amla hair oil
- Amla lite hair oil
- Vatika hair oil
- Anmol sarson amla
- Amla Hair Oil
- Amla Lite Hair Oil
- Vatika Hair Oil
-Anmol Sarson Amla
- Gulabari
- Vatika
fairness face
pack
- Anmol silky black
shampoo
- Vatika henna
conditioning shampoo
- Vatika anti-dandruff
shampoo
- Anmol natural shine
shampoo
- Dabur red
gel
- Dabur red
toothpaste
- Dabur lal
dant manjan
- Dabur binaca
toothbrush
http://www.dabur.com/EN/products/personal_care/Hair_Care/Amla/http://www.dabur.com/EN/products/personal_care/Hair_Care/Amla_Lite/http://www.dabur.com/EN/products/personal_care/Hair_Care/Vatika/HairOil/http://www.dabur.com/EN/products/personal_care/Hair_Care/AnmolSarsonAmla/http://www.dabur.com/EN/products/personal_care/Hair_Care/AnmolSarsonAmla/http://www.dabur.com/EN/products/personal_care/Hair_Care/Vatika/HairOil/http://www.dabur.com/EN/products/personal_care/Hair_Care/Amla_Lite/http://www.dabur.com/EN/products/personal_care/Hair_Care/Amla/7/30/2019 AZHER DABUR
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SUBSIDARIES
DABUR FOODS LIMITED (DFL)
Dabur Foods a 100% subsidiary of US $ 3
billion Dabur Group realized the potential of
the processed & packaged food industry (4th
largest in the world), began operations as a
separate division in the year 1999. It
established brands in a market where the barrier to accept packaged food is
high, and the fledging processed food industry was in a nascent stage in
India. Today, Dabur Foods has kept its promise not only to the Indian
consumers but to the world by providing them the very best products in
packaged food class.
Dabur Foods has a distribution networkthat covers175 towns and 75
thousand retail outlets making its product available to the consumers across
the country at ease.
With an understanding on the nuances of food distribution, the company has
developed a unique handling and storage process, which ensures the
minimum damage and expiries. To deliver fresh, the company has created a
separate channel for retail and food services. With a dedicated system and
logistics process, it achieves a balance between sales and production.
Realizing the potential in the distribution network, Dilmah Tea, worlds 3rd
largest tea brand, partnered with Dabur to reach the Indian Market.
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MARKETING ANALYSIS
OF
DABUR INDIA LIMITED
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CONCEPT OF MARKETING
Market in common language is a place where business is conducted or in
other words where goods and services are exchanged. The term market is
used in variety of contexts. It can be a wholesale market & Retail market.
The managerial awareness and desire reflected in the consumer orientation
for an all-out commitment to the market consideration and marketing
operations to the consumer needs has given birth to new operational notion
called the Marketing concept.
Marketing as the word suggests simply means identifying needs of the
customers or in others words to know about the pulse of each & every
customer. A social process by which individuals and groups obtain what
they need and want through creating, offering and freely exchanging
products & services of value with others.
The following are important elements for a marketing exchange to take
place:-
a. Presence of at least two parties- Buyer and Seller.
b. Both parties must have something viewed valuable by each other.
c. Both parties are free to accept or reject the offer.
d. Each party feels desirable to deal with each other.
e. Each party is capable of communication and delivery.
Marketing involves different functions- marketing research, product
planning, buying and assembling, packaging, storage, warehousing,
Transportation, promotion & selling. These functions helps the firm to realize
its profit goal by actualizing potential exchanges with the customers.
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MARKETING MIX
Marketing mix refers to the ingredients or the tools or the variables which
the marketeer mixes in order to interact with a market. It is a set of
marketing tools that the firm uses to pursue its marketing objectives in the
target market. Marketing mix includes the following activities -product
planning, pricing, branding, packaging, channels of distribution, displays,
physical handling, advertising etc.
All the activities listed above create what a marketeer offers to the market.
It is through these that market is created and managed. The above list of
marketing mix elements was reclassified by McCarthy into four categories
popularly known as four Ps of marketing -: product, price, place and
promotion.
PRODUCT
Product mix
Packaging
Labeling
Product quality
Branding
PLACE
Channel strategy
Intermediaries
Channel conflict
Channel selection
Physical distribution
PRICE
Price methods
Pricing strategies
Price policy
Price changes
PROMOTION
Promotion mix
Advertising
Sales promotion
Personal selling
Publicity
Public relations
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4 PS
OF
DABUR INDIA LIMITED
PRODUCT
PRICE
PLACE
PROMOTION
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PRODUCT
The product is the physical good or service offered to the consumer. The
product is the most visible element of the marketing mix. When a firm
introduces a number of products over time gradually, its offerings become
many. That is, the firm becomes a multi product firm.
Similarly, Dr. S. K. Burman started a small pharmacy in Calcutta in 1884
where he launched his mission of providing health care products. Which was
later made a full fledged company Dabur (Dr. S. K. Burman) India Limited
started with only few ayurvedic medicines. But now it has a bigger portfolio
of products of variety of brands like hair care, health care, baby care & other
different types of Home & Personal care products along with food and
digestive products. Further the company can increase the depth of an item in
the line by adding new variants. For example Dabur has added different
flavours like orange and lime to its Glucon D.
Daburs diverse product range is today manufactured in 9 manufacturing
facilities within India and 5 other worldwide. Dabur's Ayurvedic Specialities
Division has over 260 medicines for treating a range of ailments and body
conditions-from common cold to chronic paralysis.
Over the past two years, Daburs product portfolio has been systematically
overhauled through re-launches and brand extensions, even as fresh forays
have been made into new categories such as hair, skin care and home care.
Recently two new products, disinfectant cleaner and kitchen cleaner under
Dazzlbrand. All these launches of new kinds of products will help the
company to capture the potential market arising from the growing needs of
the fast expanding market, especially the aspiring and affluent Indian
household categories.
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Dabur brands are broadly divided in to six categories:-
1)Health Care2)Personal Care3)Home Care4)Ayurvedic Specialities5)Foods6)Guar Gum
HEALTH CARE PRODUCTS
Dabur Chyawanprash and Chyawanshakti
Dabur Chyawanprash has anti-oxidant properties & strengthens your
body's internal defense mechanism, the immune system. Thereby protecting
you from everyday infections, cough, cold & stress etc.
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Dabur Glucon D
It's a ready source of energy to fight tiredness and
refresh you instantly
Dabur Honey
Health Ka Meetha Meetha Raaz. The purest
golden honey collected from freshly
harvested beehives. With the finest flavor,
texture, and aroma, right down to the last drop. Absolutely pure, natural and
with no artificial preservatives, additives or sweeteners. Dabur honey adds
health and good taste to your food table.
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PERSONAL CARE PRODUCTS
HAIR OILS
Dabur Amla Hair Oil
Dabur Amla Hair Oil contains natural extracts from Amla
which is good for hair.
Dabur Amla Lite Hair Oil
Dabur Amla Lite Hair Oil is the non sticky version of Dabur
Amla Hair Oil.
Dabur Vatika Hair Oil
It is a delicate mix of coconut oil with special hair care herbs.
Dabur Anmol Sarson Amla Hair Oil
It is the oil made from the extracts of Amla and Sunflower seeds.
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SHAMPOOS
Vatika Henna Conditioning Shampoo
It is a natural shampoo made from herbs like Henna, Shikakai and Green
Almonds
Vatika Anti-dandruff Shampoo
It is a naturall shampoo fighting dandruff problems in a better way
without and side-effects as in case of chemical shampoos.
Vatika root strengthening shampoo
It is a special shampoo enriched with coconut milk that
nourishes hair from the root to the tip and strengthens them.
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SKIN CARE
Dabur Gulabari
Dabur Gulabari Premium Gulab Jal is the extract from
fragrant roses.
Vatika Fairness Face pack
It is a ready to use fairness face pack.
Vatika Saffron Glow Soap
The new Vatika soap variant has natural ingredient like Saffron and Sandal.
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ORAL CARE
Dabur Red Toothpaste
Toothpast prepared from hebs that fight oral problems like bad breath,
toothache and germs.
Bianca Toothbrush
Toothbrush that comes in different variants with different
features.
Dabur Lal Dant Manjan
The hebal Ayurvedic red toothpowder wich is widely used in
the rural areas.
Babool Toothpaste
It is a natural toothpaste containing Ayurvedic
and medicinal benefits of Babool tree.
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FOODS
Real Fruit Juice
Real juices are prepared from the best quality fruits to ensure consistent
quality all round the year. Packed with natural goodness of fruits, these
juices have all the ingredients to keep you happy and healthy. Real juices
have nine variants namely, Orange, Mango, Litchi, Guava, Tomato, Mixed
Fruit, Grape, Pineapple and Cranberry.
REAL ACTIV
The Real Activ ranges of natural fruit juices are free
of any additives and preservatives. They are thus,
cholesterol free and sodium-free and also contain all
the essential nutrients required for good health.
Dabur foods have recently launched the fruit-veggie range under the brand
of Activ. The variants in this range of juices are:
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1. Fruit Juices: 2. Fruit Veggie range:
Orange Beetroot-Carrot
Apple Orange Carrot
Spinach-Cucumber
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COOLERS
These fruit drinks/juices are the latest addition to the kitty of Dabur
Foods Limited. Coolers are drinks of cooling fruits, summer fruits like
watermelon, green mango, pomegranate and Jamun. These drinks are
cooling drinks which help you to beat the summer heat by cooling you from
inside and maintaining the body water level. There are four variants of this
range available in the market currently namely,
-- Watermelon
-- Pomegranate
-- Aampanna
-- Jamoon
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CAPSICO
This is a hot fiery sauce which is made from pepper and
chilli .It can be used in various ingredients like pizzas
,salads etc.
LEMONEEZ
No matter how expensive lemons get, Dabur Lemoneez
makes sure they dont pinch the customers wallet. Priced at
very reasonable prices for the natural juices of 30
handpicked lemons.
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HOMMADE
Dabur Foods has launched a couple of products under the Homemade brand
portfolio. These include:
-- Homemade Coconut Milk -- Homemade Ginger-Garlic Pastes
-- Homemade Soups -- Homemade Tomato Puree
Hommade Ginger-Garlic Paste
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Homemade Coconut Milk:
Homemade Tomato Puree:
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Homemade Soups:
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Baby Care
Dabur Lal Tail
Dabur Lal Tail is a natural Ayurvedic baby massage
oil, which contains the properties of time tested
herbs. These strengthen the baby's bones and
muscles, and help him/her stay ahead, It is useful for
flabby, dry skin and wrinkles occurring during rickets.
Dabur Janma Ghunti
Dabur Janma Ghunti, an Ayurvedic medicine, plays a
dual role in the all-round growth of infants. It acts as an effective remedy for
stomach ailments arising out of teething such as flatulence, constipation,
diarrhoea, vomitting etc. Dabur Janma Ghunti also helps in the growth
process by expelling intestinal worms and toning up the digestive system of
the infant with the goodness of traditional Ayurvedic ingredients like Anjeer,
Kishmish, Ajwain etc.
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Dabur Gripe Water
Dabur Gripe Water contains ingredients like Sarjikakshara
and Mishreya tail, which are very useful in guarding your
baby against common stomach problems like afara, aittan,
indigestion and acidity. It's regular use ensures that teething
causes no problems for your baby.
Digestives
Hajmola
It is originally a Ayurvedic digestive medicine, which was first to
be branded as a product. It is a mix of Indian culinary herbs,
spices and edible salts. Hajmola is the market leader with 75%
share of digestive tablets segment in India.
Hingoli
It is a Ayurvedic medicine to stimulate digestion and relieve
from gas.
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Pudin Hara G
Dabur's Pudin Hara G - for quick relief from gas and acidity. Completely
natural, herbal and safe. And reinforced with the extra goodness of mint
(pudina) for instant action against conditions of flatulence.
Pudin Hara
Dabur Pudin Hara gives quick relief from stomachache, gas and indigestion.
Its is a trusted fast action remedy for stomach disorders. Pudin Hara is
completely natural and safe.
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EXPANDING PRODUCT PORTFOLIO
Daburs pioneering efforts to develop techniques to bring natural branded
products to Indias people gradually had an impact on their entire portfolio of
brands. Still, Dabur looks to exploit other growth opportunities by renewing
its products and entering into new segments.
Dabur India Ltd, plans to double its revenues in two years by ramping up its
product range and launching new categories of food and personal care
merchandise, a top official said. The company will soon introduce male
grooming, skincare and ready-to-eat products to widen its consumer base.
The male grooming market in India has less momentum and is an
interesting segment. We plan to introduce products in the hair care,
deodorant and skincare range for male care, said V.S. Sitaram, executive
director of the consumer care division at Dabur.
While Dabur intends to aggressively enter new segments, it is also
revamping its existing personal care portfolio by repackaging and adding
new product lines. For instance, it will launch Vatika hair conditioner in the
next few days, and other hair care products such as gels and creams would
follow suit. We are looking at launching a completely new skincare line with
products such as cleansing lotion, anti-ageing solutions, and body skincare
range under a different brand name, Sitaram said.
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In the past one year, the company has relaunched almost 60% of its
products and introduced 10 new items such as Dazzle surface cleaner and
health drink Chyawan Junior. Dabur is also extending its Gulabari rose water
brand to launch lotions, cold creams and face freshener sprays.
Daburs new strategic focus is to go beyond fruit juices. They are looking
forward to enter the processed foods, fruit-based milk or yogurt and ready-
to-cook and ready-to-eat market under a different brand name.
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Market Share of Dabur
Dabur India Ltd. is Indias third largest fast moving consumer goods
company by sales.
Some of their achievements are
Strategic positioning of Honey as food product, leading to marketleadership (over 40%) in branded honey market
Dabur Chyawanprash the largest selling Ayurvedic medicine with over
65% market share.
Leader in herbal digestives with 90% market share Hajmola tablets in command with 75% market share of digestive
tablets category
Dabur Lal Tail tops baby massage oil market with 35% of total share
http://www.dabur.com/en/products/Health_Care/Health_Supplements/Chyawanprash/http://www.dabur.com/en/products/Health_Care/Health_Supplements/Chyawanprash/7/30/2019 AZHER DABUR
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PRICE
Price is normally expressed in monetary terms. It is worth of a product or
service in monetary terms. Price is the value which a buyer passes on to the
seller in lieu of the product or service provided. Price is a crucial determinant
of the fact whether the exchange between the buyer and seller should
materialize or not. While pricing the products three main factors should be
kept in mind -:
1.Cost2.Competition3.consumer demand
Pricing Strategies of Dabur
Dabur has stepped up the pace of new product launches and is investing ad
spend and marketing. The entire product portfolio is also tweaked to include
premium offerings such as more variants under almost every category, like
Dabur Vatika Hair Oil is available in 3 different versions .
Dabur is today seen as far more proactive in the market. Dabur is now an
external oriented company. Across the whole organization the company have
one definition of winning, and that means not just growing, but growing
completely. Over the last two years, Dabur has maintained its operating
margins through judicious price hikes across products and reduction in pack
sizes.
The three main factors affecting the pricing strategies have been discussed
below -:
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I. COST
One of the most important factor to take care while pricing is the cost costs
set the floor for pricing decisions. There are two types of cost variable cost
and fixed cost. It is important that the price should recover all costs
including a fair return for undertaking the marketing effort and risk.
II. COMPETITION
Competition is another important consideration while pricing. When a firm
does not face any competition it can enjoy complete freedom in fixing its
price. But when there are competitors selling the same or similar products,
the pricing freedom is considerably reduced. Its price must fall in line with
the competitors. Similarly Dabur India Limited also has many competitors.
But Daburs top selected competitors are:-
1. Hindustan Unilever Limited2. Proctor and Gamble3. Pepsi co.4. Colgate Palmolive5. Godrej Industries6. Marico Ltd. etc.
III. CONSUMER DEMAND
Dabur learned that the majority of Indian population tends to go towards theIndianised natural and herbal products thus they made it their USP. Dabur is
efficiently leading the market with this product range, providing the
customers with special products easily.
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PLACE
Place in the context of marketing mix refers to a set of decisions that need
to be taken in order to make the products available to the customers for
purchase and consumption. Making the products available to the customers
require development of channels of distribution and physical distribution of
products.
CHANNELS OF DISTRIBUTION
Channels of distribution refers to the path taken by the goods in their
movement to the customers. For instance, the toothpaste we use is
manufactured in the factory of a company Dabur. But before it reaches us it
passes through the hands of many middlemen who help it come to you in
right time, at right place and in right quantity.
Daburs distribution network is recognised as one of its key strengths. Its
focus is not only to enable easy access to our brands, but also to touch
consumers with a three-way convergence - of product availability, brand
communication, and higher levels of brand experience.
A Diagram explaining the channels of Distribution is given belowThe above diagram it shows channel of distribution of dabur foods, here first
the products are manufactured and from Manufacturing plants the packed
goods are supplied to Clearing And Forwarding Agents(C&FA) and from here
the goods are then further supplied to number of Stockiest or Distributors,
from here goods reaches to large number of Retailers and it is the duty of
Stockiest to take orders from retailers and then supply the goods to them,
this work is generally done by stockiest salesman through ready stock or by
taking orders first and then placing the order. From here the goods finally
reaches to Customers. Customer purchases the product from retailers.
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Manufacturing Plant
Clearing and forwarding agent (different regions)
Stockist A Stockist B Stockist C
Retailers Retailers Retailers Retailers Retailers Retailers
C O N S U M E R S
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STOCKIEST OR DISTRIBUTORS
Stockiest store the products in their godowns, C&FA supplies the goodsto them as per their order.
Stockiest has some sales men working under him, they are known asstockiest sales man. Their work is to place the products in the market
and take order from retailers and then supply goods to them.
Sales man either take ready stock with them or they first take ordersand then supply goods later on.
There is a beat which is a schedule route of sales man, means salesman has to daily cover the route as mention in the beat.
Merchandising, making products visible, pasting posters, puttingbanners, and seeing that goods are properly placed in the retail outlets
is also the duty of stockiest sales man.
Companies sales officer keeps a check on the stockiest and monthlyreport is also prepared which is further analyzed by ASM & ZSM.
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PROMOTION
Once the product has been manufactured, priced rightly and is distributed,
the next task of the marketer is to inform potential customer about the
product and persuade them to buy the same. The promotion element of
marketing mix is concerned with activities that are undertaken to
communicate with both customers and participants in the channel of
distribution such that sales goals are realized. There are different
promotional activities like-: Advertising, Sales promotion, trade promotion,
personal selling etc. but one of the most convenient and effective one that
most of the industries uses is the Advertising and Sales Promotion.
Advertising
Advertising is a form of communication that typically attempts to persuade
potential customers to purchase or to consume more of a particular brand of
product or service. Many advertisements are designed to generate increased
consumption of those products and services through the creation and
reinforcement of "brand image" and "brand loyalty". For these purposes,
advertisements sometimes embed their persuasive message with factual
information. Every major medium is used to deliver these messages,
including television, radio, cinema, magazines, newspapers, video games,
the Internet and billboards. Advertising is often placed by an advertising
agency on behalf of a company or other organization.
Dabur has created the huge brand image and a vast product following by
associating mega-names like Amitabh Bachchan, Rani Mukhurjee, Vivek
Oberoi, Mandira Bedi etc. Dabur invested Rs. 150 crore just on the
advertising of Real Fruit Juice and Real Active. So far the company has
been successful in this mission as the people now know the brand and ask
for its products by name.
http://en.wikipedia.org/wiki/Communicationhttp://en.wikipedia.org/wiki/Customershttp://en.wikipedia.org/wiki/Purchasehttp://en.wikipedia.org/w/index.php?title=Consume&action=edit&redlink=1http://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/wiki/Producthttp://en.wikipedia.org/wiki/Servicehttp://en.wikipedia.org/wiki/Advertisementshttp://en.wikipedia.org/wiki/Brand_imagehttp://en.wikipedia.org/wiki/Brand_loyaltyhttp://en.wikipedia.org/wiki/Televisionhttp://en.wikipedia.org/wiki/Radiohttp://en.wikipedia.org/wiki/Cinemahttp://en.wikipedia.org/wiki/Magazineshttp://en.wikipedia.org/wiki/Newspapershttp://en.wikipedia.org/wiki/Video_gameshttp://en.wikipedia.org/wiki/Internet_advertisinghttp://en.wikipedia.org/wiki/Billboardshttp://en.wikipedia.org/wiki/Advertising_agencyhttp://en.wikipedia.org/wiki/Advertising_agencyhttp://en.wikipedia.org/wiki/Advertising_agencyhttp://en.wikipedia.org/wiki/Advertising_agencyhttp://en.wikipedia.org/wiki/Billboardshttp://en.wikipedia.org/wiki/Internet_advertisinghttp://en.wikipedia.org/wiki/Video_gameshttp://en.wikipedia.org/wiki/Newspapershttp://en.wikipedia.org/wiki/Magazineshttp://en.wikipedia.org/wiki/Cinemahttp://en.wikipedia.org/wiki/Radiohttp://en.wikipedia.org/wiki/Televisionhttp://en.wikipedia.org/wiki/Brand_loyaltyhttp://en.wikipedia.org/wiki/Brand_imagehttp://en.wikipedia.org/wiki/Advertisementshttp://en.wikipedia.org/wiki/Servicehttp://en.wikipedia.org/wiki/Producthttp://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/w/index.php?title=Consume&action=edit&redlink=1http://en.wikipedia.org/wiki/Purchasehttp://en.wikipedia.org/wiki/Customershttp://en.wikipedia.org/wiki/Communication7/30/2019 AZHER DABUR
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Sales promotion
An activity designed to boost the sales of a product or service. It may
include an advertising campaign, increased PR activity, a free-sample
campaign, offering free gifts or trading stamps, arranging demonstrations or
exhibitions, setting up competitions with attractive prizes, temporary price
reductions, door-to-door calling, telemarketing, personal letters on other
methods.
In marketing, sales promotion is one of the four aspects ofpromotion. (The
other three parts of the promotional mix are advertising, personal selling,
and publicity/public relations.) Sales promotions are non-personal
promotional efforts that are designed to have an immediate impact on sales.
Sales promotion involves short-term incentives to encourage buyers to
purchase a product. It's aim is to encourage immediate purchase of a
product. If used too often however, sales promotion can create a situation
where consumers will not buy unless there is a bonus offer. This will result in
loss of profit for the company.
More than any other element of the promotional mix, sales promotion is
about action. It is about stimulating customers to buy a product. It is not
designed to be informative a role which advertising is much better suited
to.
Sales promotion can be directed at:-
The ultimate consumer (a pull strategy encouraging purchase)
The distribution channel (a push strategy encouraging the channels to
stock the product). This is usually known as selling into the trade
http://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Promotion_(marketing)http://en.wikipedia.org/wiki/Promotional_mixhttp://en.wikipedia.org/wiki/Advertisinghttp://en.wikipedia.org/wiki/Saleshttp://en.wikipedia.org/wiki/Publicityhttp://en.wikipedia.org/wiki/Public_relationshttp://en.wikipedia.org/wiki/Public_relationshttp://en.wikipedia.org/wiki/Publicityhttp://en.wikipedia.org/wiki/Saleshttp://en.wikipedia.org/wiki/Advertisinghttp://en.wikipedia.org/wiki/Promotional_mixhttp://en.wikipedia.org/wiki/Promotion_(marketing)http://en.wikipedia.org/wiki/Marketing7/30/2019 AZHER DABUR
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DATA ANALYSIS AND INTERPRETATION
MARKET SIZE ANALYSIS OF COCONUT MILK
TYPES OF ACCOUNTS NO. OF ACCOUNTS
NO. OF ACCOUNTS USING 30
NO. OF ACCOUNTS NOT USING 120
TOTAL SAMPLE SIZE 150
FINDINGS :-
If we talk about the market size of coconut milk than there are only twenty(20%) percent institution which is using coconut milk and eighty (80%)
institutions are not using coconut milk, most of institutions are using coconut
cream and coconut powder.
According to feedback it is used in preparing sea food.
NO. OF ACCOUNTS
USING
20%
NO. OF ACCOUNTS
NOT USING
80%
MARKET SIZE ANALYSIS
NO. OF ACCOUNTS USING
NO. OF ACCOUNTS NOT USING
PRODUCT: COCONUT MILK
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PACK SIZE(USED) ANALYSIS OF COCONUT MILK
AVAILABLE PACK SIZE NO. OF ACCOUNTS USING200 ML 9
400 ML 19
1 KG 2
NOT USING 120
TOTAL 150
FINDINGS:-
The coconut milk is available in different-2 pack size (200,400ml &1kg)and pack type is also different. Some companies have introduced it in tetra
pack and some companies also introduced in tin packing.
200 ML
6% 400 ML
13%
1 KG
1%
NOT USING
80%
PACK (USED)SIZE ANALYSIS
200 ML
400 ML
1 KG
NOT USING
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BRAND USING ANALYSIS OF HONEY
BRAND NAME NO. OF ACCOUNTS USE
DABUR 134
MARRY FOODS 2NOT USINS 13
TOTAL 149
FINDINGS:-
After analyze the data there are some findings in terms of different brands available
in market and their market share. After analysis the data I found that there are two(2) brands available in market named as-
REAL HONEY (DABUR):-Real honey (Dabur) is the market leader with theninety (90%) percent market share. Most of the market is captured by Dabur
honey. There is no complained in terms of quality and rate. but now the share
of Dabur honey is decreasing day by day, due to some reason-
There is no pack size less than 500 Grm (institutional).Now days institutions has started using small pack size (15 grm) it is
known as Honey on the table.
HONEY(MARRY FOODS-MUMBAI):-It is the new emerging company andcatering small honey pouch packing known as HONEY ON THE TABLE
.it has captured one (1%)percent market share.
DABUR
90%
MARRY FOODS
1%
NOT USINS
9%
EXISTING BRANDS AND MARKET SHARE
DABUR
MARRY FOODS
NOT USINS
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PACK SIZE(USED) ANALYSIS OF HONEY
AVAILABLE PACK SIZE NO. OF ACCOUNTS USING
250 GRM 1
500 GRM 4015 GRM(HONEY ON TABLE POUCHE ) 1
1 KG 95
N0T USING 13
TOTAL 150
RECOMMENDATION:-
There is no problem in terms of packing type and packing size but
according to market share analysis the market share of real honey
(Dabur) Is decreasing day by day. Because there is a pack size of
15grm pouch (Honey on the table) is launched by marry foods Ltd-Mumbai and institutions are more interested to use it.
So to maintain the market share we also need to launch this type of
pack size.
250 GRM
1%
500 GRM
27%
15 GRM(HONEY ON
TABLE POUCHE )1%
1 KG
63%
N0T USING
8%
PACK SIZE (USED) ANALYSIS
250 GRM
500 GRM
15 GRM(HONEY ON TABLE
POUCHE )
1 KG
N0T USING
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BRAND USING ANALYSIS OF TOMATO PUREE
BRAND NAME NO. OF ACCOUNTS USE
KAYTIS 39
GOLDEN CROWN 26DABUR(NATURES BEST ) 2
NOGA 8
FRUTINS 19
TOPS 8
KISSAN 2
MORTAN 7
MID LAND 3
GURUJI 2
NOT USING 34
TOTAL 150
KAYTIS
26%
GOLDEN CROWN
17%
DABUR(NATURE,SBEST )
2%
NOGA
5%
FRUTINS
13%
TOPS
5%
KISSAN
1%
MORTAN
5%
MID LAND
2%
GURUJI
1%
NOT USING
23%
EXISTING BRANDS AND MARKET SHARE
KAYTIS
GOLDEN CROWN
DABUR(NEATURS BEST )
NOGA
FRUTINS
TOPS
KISSAN
MORTAN
MID LAND
GURUJI
NOT USING
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FINDINGS AND RECOMMENDATION
After analyze the data there are some findings in terms of different brands availablein market and their market share. After analysis the data I found that there are six
(6) brands available in market named as-KAYTIS:-It is the market leader with twenty three (23%) percent market
share. It is the most popular brand in the market.
GOLDEN CROWN:-It is the market challenger with seventeen (17%) percentmarket share. It is the second most preferred brand in the market.
NEATURS BEST (DABUR):-It has two (2%) percent market shareNOGA:-It has five (5%) percent market share.FRUTINS:-It has thirteen (13%) percent market share.TOPS:-It has five (5%) percent market share.KISSAN:-it has one (1%) percent market share.MORTAN: - it has five (5%) percent market share.MID LAND: - it has two (2%) percent market share.GURUJI: - it has one (1%) percent market share.NOT USING:-There are approximately twenty three (23%) percent
institutions are not using tomato puree. They prefer to use fresh tomatoes.
RECOMMENDATION:-During the data collection I found that our tomato puree (Dabur) is little bit
expensive and others brands are available between 35-40 rupees. Our competitorgolden crown is selling tomato puree at the rate of forth rupees(40).
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PACK SIZE(USED)ANALYSIS OF TOMATO PUREE
AVAILABLE PACK SIZE NO. OF ACCOUNTS USING
825 GRM 77
850 GRM 39NOT USING 34
TOTAL 150
FINDINGS:-
According to pack size (used) analysis there are two pack size (825 & 850 GRM)
available in the market. Eight hundred twenty five (825 GRM) pack size is thestandard pack size available in the market. Some institutions are also using pack
size of 850 grm.
825 GRM
51%
850 GRM
26%
NOT USING
23%
PACK SIZE (USED) ANALYSIS
825 GRM
850 GRM
NOT USING
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MARKET SIZE ANALYSIS OF TOMATO PUREE
TYPES OF ACCOUNTS NO. OF ACCOUNTS
NO. OF ACCOUNTS USING 116
NO. OF ACCOUNTS NOT USING 34TOTAL SAMPLE SIZE 150
FINDINGS:-
According to research findings the seventy seven (77%) percent institutions are
using tomato puree and there is twenty three (23%) percent institutions are not
using tomato puree because they prefer to use fresh tomatoes.
NO. OF ACCOUNTS
USING
77%
NO. OF ACCOUNTS
NOT USING
23%
MARKET SIZE ANALYSIS
NO. OF ACCOUNTS USING
NO. OF ACCOUNTS NOT USING
PRODUCT: TOMATO PUREE
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BRAND USING ANALYSIS OF TOMATO PASTE
BRAND NAME NO. OF ACCOUNTS USE
P&R 10
NOT USING 140TOTAL 150
FINDINGS:-
After analyze the data there are some findings in terms of different brands availablein market and their market share. After analysis the data I found that there is only
(1) brands available in market named as-
P&R:-There is only one brand available in the market and there is only seven
(7%) percent institutions are using tomato paste. the most of institutions are notusing tomato paste because there is no requirement of tomato paste and if required
than they prepare by using fresh tomatoes.
P&R
7%
NOT USING
93%
EXISTING BRANDS AND MARKET SHARE
P&R
NOT USING
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PACK SIZE(USED)ANALYSIS OF TOMATO PASTE
AVAILABLE PACK SIZE NO. OF ACCOUNTS USING
MOST OF INSTITUTIONS ARE NOT USING
TOMATO PASTE AND THE ONLY EXISTING
BRAND HAVING 3 KG (TIN) PACK SIZE
MARKET SIZE ANALYSIS OF TOMATO PASTE
TYPES OF ACCOUNTS NO. OF ACCOUNTS
NO. OF ACCOUNTS USING 10
NO. OF ACCOUNTS NOT USING 140
TOTAL SAMPLE SIZE 150
FINDINGS:-
According to market size analysis there are only seven (7%) percent institution
are using tomato paste and ninety three (93%) percent institutions are
not using tomato paste. Thats why the market is not potential for this
type of product.
NO. OF ACCOUNTSUSING
7%
NO. OF ACCOUNTS
NOT USING
93%
MARKET SIZE ANALYSIS
NO. OF ACCOUNTS USING
NO. OF ACCOUNTS NOT USING
PRODUCT: TOMATO PASTE
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BRAND USING ANALYSIS OF SNACK DRESSING
BRAND NAME NO. OF ACCOUNTS USE
NESTLE 10
KISSAN 2HEINZ 4
CROSS&BLACKWELL 5
BLACK & BARRIES 1
NOT USING 128
TOTAL 150
FINDINGS:-
After analyze the data there are some findings in terms of different brands available
in market and their market share. After analysis the data I found that there are six(6) brands available in market named as-
NESTLE: - it has seven (7%) percent market share.KISSAN: - it has one (1%) percent market share.HEINZ: - it has three (3%) percent market share.CROSS & BLACKWELL: - it has three (3%) percent market share.BLACK & BARRIES: - it has one (1%) percent market share.NOT USING: - it has eighty five (85%) percent market share.
NESTLE
7%
KISSAN
1%
HEINZ
3%
CROSS&BLACKWELL
3%
BLACK & BARRIES
1%
NOT USING
85%
EXISTING BRANDS AND MARKET SHARE
NESTLE
KISSAN
HEINZ
CROSS&BLACKWELL
BLACK & BARRIES
NOT USING
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MARKET SIZE ANALYSIS OF SNACK DRESSING
TYPES OF ACCOUNTS NO. OF ACCOUNTS
NO. OF ACCOUNTS USING 22
NO. OF ACCOUNTS NOT USING 128TOTAL SAMPLE SIZE 150
FINDINGS:-
According to research findings only fifteen (15%) percentinstitutions are using snack dressing and eighty five (85%) percent
institutions are not using snack dressing.
But according to data findings I cant say that market is notpotential but most of institutions use tomato ketchup and other
alternatives at the requirement of snack dressing.
NO. OF ACCOUNTS
USING
15%
NO. OF ACCOUNTS
NOT USING
85%
MARKET SIZE ANALYSIS
NO. OF ACCOUNTS USING
NO. OF ACCOUNTS NOT USING
PRODUCT: SNACK DRESSING
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BRAND USING ANALYSIS OF TOMATO KETCHUP
BRAND NAME NO. OF ACCOUNTS USE
NESTLE 16
KISSAN 30PINKS 21
MAGGI 33
TOPS 10
HALLS 3
HEINZE 4
RACY 15
GOLDEN CROWN 8
CROSS WELL 7
KAYTIS 3
TOTAL 150
NESTLE
10%
KISSAN
20%
PINKS
14%MAGGI
22%
TOPS
7%
HALLS
2%
HEINZE
3%RACY
10%
GOLDEN CROWN
5%
CROSS WELL
5%KAYTIS
2%
EXISTING BRANDS AND MARKET SHARE
NESTLE
KISSAN
PINKS
MAGGI
TOPS
HALLS
HEINZE
RACY
GOLDEN CROWN
CROSS WELL
KAYTIS
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FINDINGS:-
After analyze the data there are some findings in terms of different brands available
in market and their market share. After analysis the data I found that there are six(6) brands available in market named as-
NESTLE: - It has ten (10%) percent market share.KISSAN: - It has twenty (20%) percent market share.PINKS: - It has fourteen (14%) percent market share.MAGGI: - It is the market leader with twenty two (22%) percent market share.TOPS:- It has seven (7%) percent market share.HALLS: - It has two (2%) percent market share.HEINZE: - It has three (3%) percent market share.RACY: - It has ten (10%) percent market share.GOLDEN CROWN: - It has five (5%) percent market share.CROSS WELL: - It has five (5%) percent market share.KAYTIS: - It has two (2%) percent market share.
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PACK SIZE(USED)ANALYSIS OF TOMATO KETCHUP
AVAILABLE PACK SIZE NO. OF ACCOUNTS USING
1 KG 120
1.2 KG(KISSAN) 30TOTAL 150
FINDINGS:-
After analyzing the data there is different pack size (1&1.2kg) available
in the market. Most of companies prefer 1kg (bottle) pack size. kissan
has introduced 1.2kg pack size as institutional pack size but most
preferred pack size is 1 kg.
1 KG
80%
1.2 KG(KISSAN)
20%
PACK SIZE (USED)ANALYSIS
1 KG
1.2 KG(KISSAN)
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CONCLUSION
It was really a very great experience to study this FMCG company Dabur
India Limited. After going into all its aspects i.e. its marketing strategies,
policies, pricing strategies etc. we can conclude that the company is
excellent on all the fronts. The companys different projects like Sundesh and
its social initiatives in Nepal etc. indicates that the company is also loyal
towards the society, and all such social responsibilities are very necessary to
build a strong customer base and brand loyalty
Through its comprehensive range of products it touches the lives of all
consumers, in all age groups, across all social boundaries. And this legacy
has helped them develop a bond of trust with our consumers. That
guarantees us the best in all products carrying the Dabur name.
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BIBLIOGRAPHY
Websites
WEBSITES
www.dabur.com
www.google.com
www.wikipedia.org www.fmcginfo.com
BOOKS
Philip kotler 13 th edition
http://www.dabur.com/http://www.google.com/http://www.wikipedia.org/http://www.wikipedia.org/http://www.google.com/http://www.dabur.com/