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AZHER DABUR

Apr 14, 2018

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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.asp
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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/
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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.

    http://bp0.blogger.com/_FB_gezBwiBk/RyrflIg0GwI/AAAAAAAAAHk/_k_yRqdx3Os/s1600-h/dabur+chyawanprash.JPG
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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.

    http://www.dabur.com/EN/products/personal_care/Hair_Care/default.asphttp://www.dabur.com/EN/products/personal_care/Hair_Care/default.asphttp://www.dabur.com/EN/products/personal_care/Hair_Care/default.asphttp://www.dabur.com/EN/products/personal_care/Hair_Care/default.asphttp://www.dabur.com/EN/products/personal_care/Hair_Care/default.asphttp://www.dabur.com/EN/products/personal_care/Hair_Care/default.asp
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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.

    http://www.dabur.com/EN/products/personal_care/Hair_Care/default.asphttp://www.dabur.com/EN/products/personal_care/Hair_Care/default.asphttp://www.dabur.com/EN/products/personal_care/Hair_Care/default.asp
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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/
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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/Communication
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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/Marketing
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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/