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INDUSTRIAL TRAINING

REPORT

ON

DABUR INDIA LTD.

ON

ADVERTISING MANAGEMENT

PREPARED BY:-

Amrutia Mona R.

COLLEGE:-

Shree J.H.Bhalodia Womens College Rajkot.

CLASS:-

T.Y.B.B.A.

ACADEMIC YEAR:-

2008-09

ROLL NO.:- SEAT NO:-

03

GUIDED BY:-Prof. Smita C. Vyas

SUBMITTED TO:-

SAURASHTRA UNIVERSITY

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I, the undersigned AMRUTIYA MONA. a student of

T.Y.B.B.A. declare that the work done in this project

report is my own work and I have been supervised by

Prof. Smita C. Vyas of Shree J.H.Bhalodia Womens

College, Rajkot, for this work. Previously I have

undergone a successful industrial training at the

DABUR INDIA LTD. The work of this project reporthas not been submitted to any other university

previously for any other examination. I have tried my

level best here to include all information in this

report.

Date:

Place: Rajkot. Sign:

-------------

AMRUTIA MONA

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As I am a student of T.Y.B.B.A.,J.H.Bhalodia College, Rajkot, we learn project report

as a special subject. B.B.A., being a professional

course, it requires practical exercise as far as this

project is concerned. This subject is useful to develop

our mind practically in the field of business &

management. As per the syllabus prescribed by

Saurashtra University, in B.B.A., it is compulsory toprepare a project report on an industry individually by

taking a personal training to the industry. It is so

because a student can really understand the

functioning of an industry.

The chief objective of practical training is to

get an outlook of what we study theoretically insidethe classroom. It alsohelps to develop the awarenessabout business practices among the students.

Here is the report of my training undertaken

at DABUR INDIA LTD. This project report includes

the detail information about advertising management

of the company. Here in this project, I would like to give brief idea about my experiences while I was

there for the training purpose.

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The industrial training at the organization

has given me the opportunity to get a practical

knowledge in the field of management. I am really

proud to be a student of J.H.Bhalodia College, Rajkotthat has given me the opportunity to get a practical

knowledge in the field of management.

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Though the preparation of this report is myown work, I have received help from many persons. I

am thankful to all those who have helped me in

carrying out this work.

I heartily thank our principle N.K.Kanani for

his inspiration for doing the project and also thankful

to Prof Smita C. Vyas for her wholehearted supportand encouragement.

I am extremely thankful to Mr. Ashish

Ruthra, the manager of Dabur Company, Mr.

Shashank and Mr. Shiv Mani, the sales assistants,

Mr. Arvind Doba, the sales officer.

I would also like to thank my family and my

friends who encouraged me in preparing the project

report. I hope this report would turn out to be a

success, which is a result of joint effort. I once again

thankful to all the staff members of DABUR INDIA

LTD and those who directly of indirectly helped me

to complete my project work.Date:- SING:-Place:-Rajkot. ------------------

Amrutia Mona

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Sr.

No.

Particulars Page

no.

1 General Information 08

2 Marketing Information 23

3 Advertising

Management

36

4 The survey and

analysis

69

5 SWOT Analysis 88

6 Future Plans 92

7 Conclusion 94

8 Suggestions 96

9 Bibliography 97

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DABUR India Ltd. came into existence in 1884

in Calcutta. Dr. S.K.Berman was the founder of this

company. DABUR India ltd. is the oldest health and

personal care company in India which is basicallyconcentrating on Ayurveda right from its beginning. That

is the reason why the most of the DABURS product are

based on the Ayurveda. Dr. S.K.Berman, a practicing

doctor, brought Ayurvedic medicine to the ailing masses

of Bengal and he concentrated only on three diseases

namely Cholera, Malaria and Plague.

From a humble beginning in 1884 as

manufacturer of traditional medicine in Calcutta,

DABUR has came a long way to become a multi faceted,

multi location and multi product modern Indian

corporation with a global presence. It now enjoys the

distinction of being the largest Indian F.M.C.G.

company and poised to become a true Indianmultinational. Dabur India Limited is the fourth largest

FMCG Company in India with interests in Health care,

Personal care and Food products. Building on a legacy of

quality and experience for over 100 years, today Dabur

has a turnover of Rs.1536.95 crore with powerful

brands like Dabur Amla, Dabur Chyawanprash, Vatika,

Hajmola & Real.

Dabur India Limited has marked its presence

with some very

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Significant achievements and today commands a market

leadership status. Our story of success is based on

dedication to nature, corporate and process hygiene,

dynamic leadership and commitment to our partnersand stakeholders. The results of our policies and

initiatives speak for themselves.

Dabur India Limited has marked its presence with

some very significant achievements and today

commands a market leadership status. Our story ofsuccess is based on dedication to nature, corporate

and process hygiene, dynamic leadership and

commitment to our partners and stakeholders. The

results of our policies and initiatives speak for

themselves. Leading consumer goods company in

India with 4th largest turnover of Rs.1329 Crore

(FY02) 2 major strategic business units (SBU) - Consumer

Care Division (CCD) and Consumer Health Division(CHD)

3 Subsidiary Group companies - Dabur Foods, DaburNepal and Dabur International and 3 step downsubsidiaries of Dabur International - Asian

Consumer Care in Bangladesh, African ConsumerCare in Nigeria and Dabur Egypt.

13 ultra-modern manufacturing units spread aroundthe globe

Products marketed in over 50 countries

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Wide and deep market penetration with 47 C&Fagents, more than 5000 distributors and over 1.5million retail outlets all over India.

DABURS main business line is of health care,

personal care and foods. Its strength lies in herbal

natural preparation. The companys motto goes like

Celebrate Life. The company is having highly qualified

professionals to take care of the day to day business

activities.

For more then a 100 years, Dabur has mastered

producing Ayurvedic preparations blending traditional

knowledge of drug manufacturing with scientific update.

Today Dabur Consumer Health- a division looking after

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marketing of Ayurvedic medicines has already redefined

the Ayurvedic market and health care promotion

activities involving leading Ayurvedic practitioners across

the globe.

At Dabur today we have more then 350 Shastriya

(Classical) ayurvedic preparations which form an

important part of Ayurvedic practitioner's daily

practice.

Name : DABUR INDIA LTD.

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Registered office : 8/3 Asaf Ali Road,

New Delhi.

Establishment : 1884

Incorporated under : Companies Act, 1956.

Brand name : Dabur

Total Turnover : 1536.95 crore

Companys website : WWW.DABUR.COM

DABUR INDIA LTD.

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Registered office

8/3 Asaf Ali Road,

New Delhi.

Address of the factories:

West Bengal : Narendrapur (Garia), Kalyani

Bihar : Daburgram

Rajasthan : Alwar

Uttar Pradesh : Shahidabad, Ghaziabad, NoidaHimachal Pradesh : Baddi

Nepal : Kathmandu

U.A.E. : Dubai

Egypt : Cairo

U.K. : London.

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Founding Thoughts"What is that life worth which cannot bring comfort toothers"

The doorstep 'Daktar'

The story of Dabur began with a small, butvisionary endeavour by Dr. S. K. Burman, aphysician tucked away in Bengal. Hismission was to provide effective andaffordable cure for ordinary people in far-flung villages. With missionary zeal andfervour, Dr. Burman undertook the task ofpreparing natural cures for the killer

diseases of those days, like cholera, malaria and plague.

Soon the news of his medicines traveled, and he came

to be known as the trusted 'Daktar' or Doctor who came upwith effective cures. And that is how his venture Dabur gotits name - derived from the Devanagri rendition of DaktarBurman. Dr. Burman set up Dabur in 1884 to produce anddispense Ayurvedic medicines. Reaching out to a wide massof people who had no access to proper treatment. Dr. S. K.Burman's commitment and ceaseless efforts resulted in thecompany growing from a fledgling medicine manufacturer ina small Calcutta house, to a household name that at once

evokes trust and reliability.

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Sunil DuggalChief Executive Officer

Dabur India Limited

Sunil Duggal took over as the ChiefExecutive Officer of Dabur India Limitedin June 2002, holding reins of theorganisation he joined in 1995.Mr Duggal started his career as amanagement trainee in Wimco Limitedin 1981 after getting his EngineeringDegree (Electrical & Electronics) fromBITS, Pilani, and Business Managementfrom IIM, Calcutta. His stint at Wimcocontinued till 1994, with a break in

between when he joined BennettColeman & Co. Ltd for a short period. In 1994, he moved to PepsiFoods as GM, Sales Operation.

In 1995 he came into the Dabur family, as General Manager (Sales& Marketing), of the Family Products Division with products likeDabur Amla, Lal Dant Manjan and Vatika in his portfolio. ThisDivision spearheaded the spectacular growth recorded by Dabur inthis period. Vatika was also launched during this period and is now

the Company's second biggest brand.With his dynamic spirit and leadership abilities, he soon becameVice-President and SBU-Head of the Family Products Division. In

July 2000 Mr. Duggal was appointed Director Sales and Marketingof Dabur India Limited. And in 2002, he became the CEO of theCompany - a professional with valuable experience to steer the

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company ahead in its growth plans.

Chairman Vice-Chairman

Mr. V.C. Burman Dr. Anand Burman

19

Spanning a career of over 20

years, Sunil Duggal hastravelled widely across Indiaand handled diverseportfolios that have helpedhim understand thedynamics of FMCGbusinesses and markettrends. He is well versed inthe intricacies of India'sregional diversities and

consumer needs.

Mr Duggal lives in Delhiwith his wife and one child .Whenever he gets a breakfrom his officialresponsibilities, Mr. Duggallikes to spend time at homewith his family and an

occasional round of golf.

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Whole Time Directors

Mr. P.D. Narang Mr. Sunil Duggal Mr. Pradip Burman

Non Whole Time Promoters, Directors

Mr. Amit Burman

Independent Directors

His Highness MaharajaGaj Singh

Mr. Stuart Purdy Mr. P N Vijay Mr. R C Bhargava

Dr. S. Narayan

When you want to study about an organizational then first

must study about organization system. It means organizationalchart. In it you can know the position and the type of chairman,

president, director, manager, assistant, salesman, etc. and also

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you can know the level of the organizational chart. Chart of

DABUR CO. LTD is as follows:

Organization chartPresident

21

Production

Mgr

)

AuditorFinance

Mgr

. Marketing

Mgr

Personnel

Mgr

Purchase

Manager

Planning

Engineer

Assistan

t

Time keeper

Keeper

k

(Finance)meKeeper

Clerk Manager

Staffs

Senior

Eng.

Workers

Marketing

Assistant

Officer

s

Marketing

Manager/

Executive

Staff

AccountantAssistant

ComputerAssistant

Staff

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1884

Birth of Dabur1896 Setting up a manufacturing plant

Early1900s Ayurvedic medicines1919 Establishment of research laboratories1920 Expands further

1936Dabur India (Dr. S.K. Burman) Pvt.Ltd.

1972Shift to Delhi

1979 Sahibabad factory / Dabur ResearchFoundation1986 Public Limited Company1992 Joint venture with Agrolimen of Spain1993 Cancer treatment1994 Public issues1995 Joint Ventures

1996 3 separate divisions1997 Foods Division / Project STARS1998 Professionals to manage the Company2000 Turnover of Rs.1,000 crores2003 Dabur demerges Pharma Business2005 Dabur aquires Balsara2006 Dabur announces Bonus after 12 years

2006 Dabur crosses $2 Bin market Cap,adopts US GAAP

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Marketing is so basic that

It cannot be considered a separate function.

It is the whole business seen from the point of view

of it final result, that is, from the customers point of

view

-Peter F. Drucker.

Marketing occupies an important position in the

organization of business unit. Traditional view or

marketing assets that the customer will accept whatever

product the seller present to them. In this way, the main

concern of the producer it to produce without considering

the choice or the behaviour of the customer. But thepoint of view of marketing has now charged. The moder

concept may be viewed from the customers point of view

marketing is centered around the customer. Produced

does not produce whatever he likes but whatever

consumer wants. Philip Kotler has nightly remarked,

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Marketing is analysis, orgnaising, planning and

controlling of the firms customer. Impining resources,

policies, activities with a view to satisfying the needs and

wants of chosen customer groups at profit.

Dabur has a well-developed marketing department.

The areas in which this department works and performs

various tasks are advertising, giving attractive offers,

plans, strategies, find out customer needs and wants and

thus to satisfy they and lot many others.

Traditionally a market was a physical place where

buyers and sellers gathered to exchange goods.

Economics now describe a market as a collection ofbuyers and sellers who transact over a particular product

or product class (grain market). Business people often

uset he term markets to cover various groupings of

customers. They take about product market (the textile

market), demographic market (youth market) and

geographic market or they extend the concept to cover

other market, such as labour markets etc.

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1. The above diagram shows the relationship between theindustry (Here Dabur as a unit) and the market.

2. Sellers and buyers are connected by four flows.

3. The sellers (Dabur) send goods and services and

communications (advertisements, etc) to the market in

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Industry

(Collection of Sellers)

Market

(Collection of buyers)

Communication

Information

Money

Goods /

Services

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return. They receive money and information (attitudes,

sale date).

4. The inner loops shows an exchange of money for goods

and services, the outer loop shows an exchange of

information.

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President

D.B.R. Marketing (Mr. Rajiv Pal)

Marketing Managers

Marketing Officers

Office Staff

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Competitors are those firms or players playing

in the same industry. There are only few players in the

markets of Ayurvedic products Among these the leader is

Dabur. As DABUR has wide international market it also

faces international competition.

The market share occupied by DABUR is shown

in the below given diagram.

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No. Competitors Market

share

1. DABUR 30 %

2. ZANDU 20%

3. HIMALAYA 25 %4. HIMANI 10 %

5. Other 15 %

Nowadays all types of organizations face a great

extent of competition. Likewise the DABUR is also facing

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the great competition in the market. As it is producing

Ayurvedic products now there are many other producers

of the same products like Zandu, Himalaya, Bajaj,

Mahabhringraj etc. thus the company has manycompetitors to fight with.

DABUR India Ltd. is producing a very wide range of

products i.e. Ayurvedic products. DABUR India Ltd. is

enjoying a very large market share in the Ayurvedic

products. E.g. in hair oil the DABUR is enjoying 88.5% of

total market share. In India the most of the consumers

are purchasing Dabur Amla Hair Oil and it is still verypopular. Similarly an another product of the company i.e.

Dabur Lal Tooth Powder is having a good market share

with high sale across the country.

DABUR has established a very good image in the

market than that of its competitors. DABUR is getting a

huge market share than its competitors in all the

products except Tooth Paste because this product hasbeen introduced recently in the market named Dabur

Red Tooth Paste

So the place of DABUR India Ltd. in the Ayurvedaindustry is among the top 5 companies producing

Ayurvedic Products.

HAIR CARE

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-ANMOL SILKY BLACK SHAMPOO

-VATIKA HEENA CONDITIONING

SHAMPOO

-VATIKA ANTI DANDRUFF SHAMPOO

-ANMOL NATURE SHINE SHAMPOO

AMLA HAIR OIL

AMLA LITE HAIR OIL

VATIKA HAIR OIL

ANMOL SARSON AMLA

-GULABARI

-VATIKA FAIRNESS FACE

PACK

DABUR RED GEL

DABUR RED TOOTHPATE

BABOOL TOOTHPASTE

MISWAK TOOTHPASTE

PROMISE TOOTHPASTE

DABUR LAL DANT MANJAN

DABUR BINACA TOOTHBRUSH

DABUR CHYAWANPRASH

DABUR CHYAWANSHAKTI

GLUCOSE D

HAJMOLA YAMSTICK

HAJMOLA MAST MASALA

ANARDANA

HAJMOLA

HAJMOLA CANDY

JAJMOLA CANDY FUN 2

PUDIN HARA

PUDIN HARA GDABUR HINGOLI

HEALTH CARE

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SHILAJIT GOLD

NATURE CARE

SAT ISABGOL

SHILAJIT

RING RING

ITCH CARE

BACK AID

SANKH PUSHPI

DABUR BALM

SARBYANA STRONG

DABUR LAL TAIL

DABUR BABY OLIVE OIL

DABUR JANAM GHUTTI

Dabur Foods Product Range

REAL, REAL ACTIVE

HONEY, HOMMADE

CAPSICO

Leading brands - Dabur - The Health Care Brand

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Vatika-Personal Care Brand Anmol- Value for Money Brand Hajmola- Tasty Digestive Brand and Dabur Amla, Chyawanprash and Lal

Dant Manjan with Rs.100 crore turnovereach

Vatika Hair Oil & Shampoo the high growth brand Strategic positioning of Honey as food product,

leading to market leadership (over 40%) inbranded honey market

Dabur Chyawanprash the largest sellingAyurvedic medicine with over 65% market share.

Leader in herbal digestives with 90% marketshare

Hajmola tablets in command with 75% marketshare of digestive tablets category

Dabur Lal Tail tops baby massage oil market with35% of to total share.

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Advertising is any form of paid non-personal

presentation of ideas, goods or service for the purpose of

inducing people to buy.

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-Weeler.

Advertisement is nothing but a paid from of non-

personal presentation or promotion of ideas, goods or

services by an identified sponsor. It communicates about

the product and service. Put before the consumers and

also about the firm, which manufacture the product.

Advertising thus means spreading of information the

message, which is presented, is called advertisement.

In the present day marketing, advertisement has

become an inseparable part of the business marketing

activities. Hardly there is a business in the modern world

without advertisement; however, the form of

advertisement may differ from business to business.

There are 5 point major or the benefits for which

DABUR does advertisement.

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1. It offers a planned and controlled message.

2. It can influence numerous people or prospects at a low

unit (per prospect) cost.

3. It can reach prospect that cannot can approached

easily by salesman (Company top excusive).

4. It helps to presale a product.

5. It can assist in the introduction of a new product in

the market.

For a advertising each and every company is choose a

media at different level of the area. Here, DABUR is also use

different media at a different level are as follows

Advertising Media

National level State level Local levelNews paper News paper Local newspaper

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Teli-vision Magazines Local diss

channel

e-commarce Teli vision Electric bord.

Holding Holding Poster

Magazines Etc. Litrecher

Sponsorship of

fashion show and

musical night

Holding

Etc Etc.

BEARNING OF EXP

National level: - At national level all the media of advt.

Company was paid.

State level: - At state level some % of partly paid

by the company and partial paid by other

excusive show room and atho. Dealer or

retailer showroom.

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Local level: - At a local level of ad. Totally 100 % paid

by the dealers and retaler showroom and

also excusive show room.

The selection of an advertising agency is by no means

an easy task. The advertiser decides to use an agency

mainly because he wants additional talent to help him plan

and carry out an advertising programme. The problem of

selection obviously is one of evaluating the skills and

capacities of an agency. There is no standard yardstick to

measure the efficiency of such an agency.

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DABUR has also a different level or different

advertising agency.

Level: - National

Media: - Television / Internet/ News paper/ Magenie/

holding

Agency: - Rediant Media Convergence Pvt. LTd.

-Ahmedabad.

(Eccuted by) camdedaz production

-Mumbai .

Rate charges of advertising

T.V. Which model is used

Time period (second)

Which T.v. Chen to put.

Which time

News/ maga. Which news pare

Size of ad.

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Colour/black and white

Pages front

E-com Space Mb

Attraction

Holding Holding size

Colour/ print

Place

At a state and local level advertising agency decide a

particular showroom as depained has capacity, market

size etc. and this is totally paid by the dear and relate

shop, excutive show room at state and local level. But at a

national level paid by the company directly.

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The advertising objectives flow from prior decisions

on target markets, market positioning & marketing mix.Many specific communication & sales objectives can be

assigned to advertising. An advertising goal (or

Objective) is a specific communication task and

achievement level to be accomplished with a specific

audience in a specific period of time.

The main mission of Dabur India Ltd.is to

increase the sales goals & the advertising helps the

company to reach its targeted figure. With the help of

advertising company has made sales turnover of Rs.2010

crore in 2005-2006. the long term and ultimate objective

of Dabur is to satisfy consumer needs & wants and to

increase the sales of the company.

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Today before starting or commencing with any

activity we plant out the objectives, we set up the goals

regarding the activity that we are going to perform.Thus, determination of objectives is considered very

important in all the fields.

Dabur goes for the production of FMCG

products. It has defined its objectives as per the

classification. It includes objectives persuade to:

1. Inform

2. Persuade

3. Remind (i.e. it clubs all the objectives head)

The main mission of every company behind doing

advertising is:-

To increase the sales of the companys products.

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To inform the consumer about the companys

products.

To remind the market about the product.Advertising goals or objectives is a specific

communication task & achievement levels to be

accomplished with a specific audience in a

specific time period.

1. To Inform

Informative advertising figures heavily in the

pioneering (introduction) stage of a product category,

where the objective is to build the primary demand.

Dabur India Ltd. inform about the new

products, its uses, any price change, etc. The company

reduces buyers fear by correcting false impression if

any, clearing the doubts of consumers regarding the

products, etc. Hence the company has successfully built

its brand image.

There was a rumor that Pudin Hara was

giving side effect after using it. So company decided to

break this rumor and hence, Dabur has started

informative advertising like. . .

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Effect sahi, side effect Nahi

It has really changed companys impressionregarding this product in the market.

It gives knowledge about the product that

exists & product which is going to be introduced in the

market. This is also called primary advertising and

primary advertising is done when the product is in

introductory stage. At present Dabur is doinginformative advertising for all its all products.

2. To Persuade

Persuasive advertising becomes importantin the competitive stage where a companys objective is

to build selective demand for a particular brand, most

advertising falls into this category. This is also called

selective advertising. It puts one brand against rest of

the market.

Dabur insist and attract the customersto encourage them to switch to its brand, building brand

preference. It also persuades buyers to buy its product

once (at present) and continue its purchase (in future).

Sometimes Dabur also did selective advertising when

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there is a high competition in the market. At present

Dabur is doing selective advertising for Dabur Vatika

Hair Oil & Dabur Chyawanprash because there is very

high competition for both these products of the company.Such advertising is called competitive advertising.

3. To Remind

Reminder advertising is highly important for

the matured products. A related form of advertisement

is reinforcement advertisement, which seeks to assure

current purchasers that they have made the right choice.

Dabur remind about the product that exist

in the market. It reminds in such a manner as if the needof the product will arise in the future. It keeps reminding

about its quality during the festivals. There are various

products of Dabur which are in matured stage like Dabur

lal tail, Dabur janam ghutti, Dabur pudin hara etc.

needs reminder advertising. There are other products

too, the sales of which is more due to reminder

advertising.

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Methods:

AdvertisingBudget fixation

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After determining advertising objective the

company can proceed to establish its advertising budgetfor each product. The role of advertising is to increase

demand for the product. The co. spend the amount

required to achieve the sales goals.

Although advertising is treated as current expense,

part of it is really an investment that builds up an

intangible value called goodwill as brand equity.

There are various factors which are taken into

consideration while preparing the advertising budget.

Advertising budget means the money required to

advertise the product into the market whether it is the

new product or already established product. More moneyis required if the product is newly introduced.

The factors like financial background also affect the

advertising budget in addition to the competitors. The

financial background of Dabur is very sound. So they have

a good advertising budget.

Dabur has

made contracts with the bollywood stars like Amitabh

Bachchan, Rani Mukhrji, Mandira Bedi, Priyanka Chopra,

Karishma Kapoor etc.

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A.] STAGE IN PRODUCT LIFE CYCLE

New product typically receive large advertising

budget to build awareness and to gain consumer trial.

Established brand usually are supported with lower

advertising budget as a ratio to sales.

Every product passes through product life cycle. The

firm has commenced before four years that it is in itsgrowth stage. At present Dabur utilizes more budgets for

its new products.

For the newly introduced products the co. keeps a

high budget. The co. has a policy to maintain high budget

for the new products and those products which are well

established and which constitute a high profit margin. Atpresent the well established and most powerful products

of Dabur are Chyawanparsh & Hair oil.

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B] MARKET SHARE AND CONSUMER BASE

High market share brands usually require less

advertising expenditure as a percentage of sales to

maintain their share. To build share by increasing market

size requires larger advertising expenditure. On a cost

per impression basis, it is less expensive to reach

consumers of a widely used brand than to reachconsumers of low share brands.

Due to the changing environment, fashion and needs

of the consumers, the unit has introduced new scheme

which is economical to the firm as well as to the

customers.

Scheme to distributors like giving gold/silver coin

attaining some particular targets. Dabur changes its

advertising budget according to the taste, fashion and

needs of the target markets.

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C] COMPETITION

In a market with large no. of competitors and high

advertising spending, a brand must advertise more heavily

to be heard. Even simple clutter from advertisement not

directly competitive to the brand creates a need for

heavier advertising.

Competition affect greatly to any firm. Dabur is a

very old company so it has a very strong competition in

the market with the competitors like

ZANDU

SANDU

HIMALAYAHIMANI

NIHAR etc.

Dabur increase the advertisement of its products

when there is arrival of any new competitor in the

market.

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D] FINANCIAL BACKGROUND

Availability of finance is an important factor for

setting advertising budget. If the co. can not advertise

its product very well in the market against its

competitors the product may fail in the market.

Sometime some product may need constant advertising on

the media like T.V. and radio etc.

Dabur India ltd. is already an established co. and it

enjoys a very good market share in the Ayurvedic

industry so it has sufficient finance for the

advertisement purpose.

So far as budget is concerned financial backgroundof Dabur is very sound. And hence Dabur is able to spend

a good amount on its advertisements. Nowadays Dabur is

sponsoring the movies on the T.V. channels like

Doordarshan.

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ADVERTISING COPY

ADVERTISING AGENCY

ADVERTISING LAYOUT

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ADVERTISIND COPY

Advertising copy is written or spoken material

of advertising communication which includes:

headlines

Names

Address for advertiser

Logo

Trade marks

Text message

It is prepared by an expert copy writer. It is a

creative business demanding a lot of imagination and

foresight.

The main aim of advertisement copy is togenerate attention, developing interest, it should be

believable, it should have proves of utility and should be

within some range of rules of govt.

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In Dabur India ltd. advertisement copy is being

prepared by the ad agencies and the marketing personnel.

But the final decision is based on marketing dept.

Dabur prepare different advertisement copy

for different countries/states for the states like

Gujarat, the ad agency like mudra and STARCOM

media has performed the work for preparing ad

messages. The ad agency knows all the details about the

respective state and is able to handle and give sufficient

knowledge to its customers in same state.

Advertising copy changes with the changing

festival and seasons.

For e.g. during Diwali festival the advertising

copy is related to the Diwali festival. And so during the

other festival.

The frequency of advertisement copies is not

fixed. It can be fortnightly basis or monthly basis as per

festival or season. (Dabur Chyawanprash)

Again the frequency of advertising is different

from product to product.

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ADVERTISING BUDGET

Agencies are group of specialist who generally can

perform advertising task better than a companys own

staff. To select an ad agency is a very difficult job. The

best and the good working ad agency create a very good

impact in the market through their reputation and/or size

of the agency attracts new business.

Dabur India ltd. has many ad agencies which are:

1) O & M (Ogilvy and Mather )

2)Bater

3)Mudra

4)Carat Media

5)STARCOM for Media

6)J Walter Thompson

In the very beginning co. was making its advertising

copy and lay out by it self only , then after co. appointed

Mudra for Gujarat, Carat Media for Maharashtra,

STATCOM for media and O & M for the India level.

Payment for the remuneration is on contract basis, onevery time they send their bills and payments of

remuneration is made by advertising dept. there is no

continuous fee structure.

ADVERTING LAYOUT

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The advertising layout deals with proper and

attractive physical arrangements for the layoutpresentation of the message for sales communication. A

visual layout of advertisement has the following elements:

HEADLINE

ILLUSTRATION

COLOUR/TYPES AVAILABLE

THE ADVERTISER OR SPONSER THE SLOGAN

In Dabur India ltd. the arrangement of

advertisement layout is prepared/decided by the ad

agencies and the top executives of advtg. Dept. (i.e. by

Mr. Devender Garg who is the head of the consumer caredivision, marketing head.)

Dabur has rarely given the advertisement of its

product in the newspaper. The co. mostly uses T.V. media

or giving advertisements for its product.

Message generation

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Choosing the advertising message is a very

creative and challenging because the message itselfcreates a value for the product. Generally, message

should be decided as a part of developing the product

concept. Yet there is usually latitude for a no. of possible

messages over time the marketer might want to change

the message especially if consumers seek new or

different from product.

Message evaluation and selection

A good ad agency normally focuses on one core

proposal. The advertiser conducts market research to

determine which appeal work best with its target

audience.

For e.g. the new product of Dabur is in candy

form (Hajmola) and the target markets are children.

So, on the basis of target market, the preparation of

message is done.

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FACTORSTIMINGS

FACTORS/REASON BEHIND

CHOOSING MEDIA

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The media planner has to know the capacity of

the major media types to deliver reach, frequency andmedia impact. There are various reasons behind choosing

the media, they are:

1] COVERAGE REACHES

Radio and television are the most effective media

for reaching through out the country. Dabur selected theTV because T.V. advertising is very effective than that of

other medias. . In the present era T.V. is the best mode

of advertising the product. It covers 92.5 % of coverage.

2] PRODUCT

Product also affects the selection of media.Womens dresses are best shown in colour magazines,

cameras are best shown in T.V. so, according to the

product, and the media is selected. As the daburs

products are Ayurvedic as well as F.M.C.G. so the best

and proper way to advertise these products is T.V. as well

as radio.

3] COST

The most imp. Factor which affects the selection

of media is cost. In todays world T.V. advertising is very

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expensive, while advertising through print media is less

expensive. As the financial background of Dabur is sound

it prefers T.V. media for advertising.

DECIDING THE MEDIA TIMINGS

Deciding the timing of advertisement is a very

difficult job i.e. at which time the advertisement of a

particular product should be produced. Dabur has

selected T.V. as the main advertising media. And so hasdecided the media timings of their product. i.e.

advertisement of some products is shown in the morning,

some in the evening time etc.

For e.g. the ad of Hajmola candy is given by the

co. during the morning and during the lunch time because

the product like Hajmola candy is made to be taken aftertaking the lunch.

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MEASUREMENT

This is the fifth and the last M amongst the 5

Ms of the advertising. This M stands for Measurement

which deals with the effectiveness of advertising done by

the organization for its product or service.

Good planning & control of advertising depends

critically on measures of effectiveness. Most advertisers

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try to measure the communication effect of an ad i.e. its

potential effect on awareness, knowledge or preference.

They would also like to measure the ads sales effect but

often feel it is difficult to measure yet both can & shouldbe reached.

The measurement of advertising can be made

through the awareness program or through the survey on

the effect of advertising & also through consumer

perception.

Dabur measure their advertising effectiveness on

sales through conducting the ad awareness program.

Sometimes company also prepare questionnaire (survey) in

big cities to know the effect of ad on the consumer.

Company also follows the consumer perception technique

for measuring the advertising effectiveness. Through

survey of advertising attributes/factors which may ableto know the key of the company

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The main objective of research is to assist the

marketing executive in solving the product problem

relating to the marketing of goods and services.

Marketing research is more helpful to researcher

because with taking into consideration result obtained byhim after research, he can take decision in favour of both

firm and consumers. Following are the aim of marketing

research and analysis may be stated as follows:

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To assess probable volume of future sales.

To indicate the distribution method best suited to

the product and market.

To assess competitive strengths and policies.

To define probable market for specialized product

and to report general market conditions and

techniques buying benefits etc.

To study geographical distribution of the product.

To know companys expected share of the market.

To estimate potential buying power of customers invarious area.

To identify marketing opportunities on problems.

To know about customers acceptance of the product.

To determine dimension of the marketing problems.

Here I have surveyed the product which is famous

in every home of the country and in every child i.e. Dabur

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Chyawanprash. The main intention of the survey is to

know the satisfaction level obtained by the consumers

of Dabur Hair Oil. The survey was obtained in the city

of Rajkot. For the survey purpose I made a questionnaireand supplied it to a sample size of 50 (Fifty) persons at

Big Bazaar, Rajkot. The response was very healthy and

swift. My questionnaire is given here.

Generally most used are the two types of survey in

this field. They are firstly the Population and sample size

and secondly the method of sampling. If the size of

sample is very high then the method of population is used

and on the contrary if the size of sample survey is not

very big then the method of sampling is taken into

account. Both the methods have some benefits as well as

some drawbacks. If the sample size is very high then the

result may not be very accurate than that of the sampling

method as the number of samples is very less. So here I

have taken a small size of sample that is fifty so the

results can be obtained as accurate as possible. The

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results obtained this way is very attractive and in favour

of the company. Company has many opportunities in the

Hair Oil market. The Dabur Hair Oil is enjoying a larger

share of the market so far as this product is concerned.

The survey was tested on the fifty persons. The

survey got an amazing response. The below given is the

result with suggestions to the questionnaire on the

customer satisfaction of Dabur Hair Oil.

A Study of Consumers Opinion / Remarks / FeedbackonDABUR as an advertising of this brand

Respected Mam,

I am a student of T.Y.B.B.A Studying at Shri J. H. Bhalodiya

Womens College, Rajkot. The aim of this questionnaire is to

survey on consumers opinion regarding DABURs Advertising.

I assure you that the Information given by you will not

disclosed & will be used only for study Purpose and hope that the

Information given by you will be correct.

Thank you.

Fill all the blank Properly

Please tick the Response applicable to you in theSquares given.

CONSUMERS INFORMATION

Name of Consumer

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Address

Contact No.

Gender :- Male Female

Age :- 19 to 25

26 to 35

35+to more

1. Which type of hair oil do you prefer?a) branded b) loose

2. Which brands of hair oil do you prefer?

a) Dabur b) Himaliya

c) Himani d) Parasuit

e) Nihar f) Local

3. Do you consume Dabur vatika hair oil?

a) Yes b) No

4. How many times do you use Dabur vatika?

a) Daily b) Weekly

b) Monthly

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5. How long you are consuming Dabur vatika?

a) Less than 1 year

b) Less than 5 yearc) More than 5 year

6. Why do you purchase Dabur vatika?

a) Quality b) Quantity

c) Price d) Brand name

7. How do you come to know about the Dabur vatika?a) Advertisement b) Word of mouth

b) Retailers d) Magazines

8. Are you satisfied with the price of Dabur vatika?

a) Yes b) No

9. Are you satisfied the with Dabur vatika?a) Yes b) No

10. If you are not using Dabur vatika than what is

your expectation?

a) Less price b) Better quality

c) Good packaging d) Good scheme

11. Are you aware about other Dabur product?

a) Yes b) No

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12. Do you purchase regularly Dabbers products?

a) Yes b) No

1)which type of hair oil do you prefer?

OPTIONS RESPONSES IN PERCENTAGE

BRANDED 39 78 %LOOSE 11 22%

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78%

22%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Perc

SUGGESTIONS

From the survey it is inferred that the majority of

the consumers of Hair Oil believe in branded one. There

are very less consumers who consume loose Hair Oil. Sothe survey favours the branded companies, thus the

Dabur has opportunities to expand the market.

2)which brands of hair oil do you prefer?

OPTIONS RESPONSES IN PERCENTAGE

DABUR 32 64 %

HIMALAYA 05 10 %HIMANI 05 10%

PARASUIT 02 04 %

NIHAR 04 08%

LOCAL 02 04 %

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64%

10% 10% 4%8% 4%

0

10%

20%

30%

40%

50%

60%

70%

Perc

SUGGESTIONS

So far as the Hair Oil is concerned, the Dabur is

the most reliable name in the market. Dabur is enjoying

highest market share in the Hair Oil market. Most people

favour Dabur for the Hair Oil.

3)Do you consume Dabur vatika hair oil?

OPTIONS RESPONSES IN PERCENTAGE

YES 35 70 %

NO 15 30 %

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70%

30%

SUGGESTIONS:

From the survey I made, I can suggest that the

Hair Oil has a good market. So company if want to expand

their practices in this field, it can surely jump into this

product.

4) How many times do you use Dabur vatika?

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14%

32%54%

Daily

Weekly

Monthly

SUGGESTIONS

Most of the Hair Oil users consume it daily as it ishelpful only if it is taken daily and regularly. There are

some who consume it weekly and some even monthly.

5) How long you are consuming Dabur vatika?

OPTIONS RESPONSES IN PERCENTAGEDAILY 27 54 %

WEEKLY 16 32 %

MONTHLY 07 14 %

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14%

42%44%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Perc

Suggestion

In the survey I found out that majority of the

people who answered are using the Dabur Hair Oil since

more than last five years and then comes the persons who

are using it since five years and at last the persons who

are using it since last one year. So the usage of the

product has been increasing day by day.

6)Why do you purchase Dabur vatika?

Option Response In percentage

< 1 year 7 14%

< 5 years 21 42%> 5 years 22 44%

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58%

10%

26%

6%0%

10%

20%

30%

40%

50%

60%

Perc

SUGGESTIONS

As the company is very well established in the

market and believes in the quality, it has got many

customers. Most of the Dabur consumers give importance

to the quality. Thus the company proves to be qualitative

in the market and need to maintain the quality of theproduct.

7) How do you come to know about the Dabur vatika?

OPTIONS RESPONSES IN PERCENTAGE

QUALITY 29 58 %

QUANTITY 05 10 %

PRICE 13 26 %BRAND

AWARENESS

03 06 %

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76%

10% 10% 4%

0%

10%

20%

30%

40%

50%60%

70%

80%

Advt. Word of

Perc

SUGGESTIONS

The promotional activities of the Dabur are very

systematic and progressive in the market. The

company advertises on the T.V. generally. It has got

good brand ambassadors like Amitabh Bachhan. Thus

most of the people come to know about Dabur every

now and then. Company needs to keep it continue.8) Are you satisfied with the price of Dabur vatika?

OPTIONS RESPONSES IN PERCENTAGE

ADVERTISEMENT 38 76 %

RETAILERS 05 10 %

WORD OF MOUTH 05 10 %

MAGAZINES 02 04 %

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56% 44%

0%

10%

20%

30%

40%

50%

60%

Perc

Suggestion

As we all know the Dabur is an old and very well

established organization in India. The products of

Dabur are qualitative and reasonable in price but now

the competition is increased very much in the market

and very cheap products are available in the market.

But yet majority of the consumers finds the pricing

of Dabur very reasonable only.

9) Are you satisfied the with Dabur vatika?

Option Response In Percentage

Yes 28 56%

No 22 44%

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84%

16%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Perc

SUGGESTIONS

All the consumers who purchase the Dabur Hair Oil

go with the satisfaction on their face. The product

of the Dabur has given the satisfaction to their

customers. Thus the company produces very

satisfactory products.

10) If you are not using Dabur vatika than what isyour expectation?

OPTIONS RESPONSE IN PERCENTAGE

YES 42 84 %

NO 08 16 %

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64%

24%8% 4%

10%

20%

30%

40%

50%

60%

70%

Perc

SUGGESTION

So far the price, the quality, packaging and all

other promotional activities of the Dabur Company

are concerned it is best and reasonable than those

of the other competitors. Thus company needs to

maintain all the policies regarding the competitors in

the market.11) Are you aware about other Dabur product?

OPTIONS RESPONSES IN PERCENTAGE

LESS PRICE 32 64 %

BETTER QUALITY 12 24 % GOOD

PACKAGING

04 08 %

GOOD SCHEMES 02 04 %

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94%

6%0%

20%

40%

60%

80%

100%

Yes

SUGGESTIONS

As the company Dabur and its products are very

popular in the India, generally all of the people are aware

of the Dabur and its products. Specifically the Dabur

Hair Oil is the very famous among all. The company has

good image in the market. Thus company has manyopportunities.

12) Do you purchase regularly Dabbers products?

OPTIONS RESPONSES IN PERCENTAGE

YES 47 94 %

NO 03 06 %

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58%

42%

0%

10%

20%

30%

40%

50%

60%

Perc

Suggestion

Dabur Hair Oil is no doubt very popular in the

market but it is not true in each and every products of

Dabur Company. Thus the Dabur needs to do something

more in the way to make each and every product as

popular as the Dabur Hair Oil and some other.

Option Response In percentage

Yes 29 58%

No 21 42%

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effective and balanced advertising of all their products.

Only some major products are advertised. There are such

products of the company about which the public may not

have any information. On T.V. also we find advertisementof some popular of their products but not of all, the new

products advertisement is given only while the

introduction period.

The company doesnt take much help of Print

media to advertise. This is also a drawback of the

company. Company misses a larger segment of marketbecause of this.

3] OPPORTUNITIES

As the company is very popular and has a goodimage in the market it has got many opportunities. If we

consider the above mentioned matter, the company can

yet increase its market share and can become more

popular in the market if they focus on all round

advertising. If the newly launched products are given

importance as the other established products then

company will surly get the fruits. In my survey I alsofound that company is charging little high prices of some

of their products than the competitors. The company can

be benefited if it fight this matter with its competitors

and may get some more customers in the market.

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4] THREATS

Today, for each and every company the main

threat is of competition. Same way the Dabur India Ltd.

also has the same threats as others i.e. of competition.

Most of the products of the Dabur India Ltd. are facing

the competition with other F.M.C.G. and Ayurvedic

products manufacturing companies. And yet many more

companies of which most of are Multinationals areentering the market so the Dabur India Ltd. has the

threat of facing a large size of competition.

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During my industrial training at Dabur India Ltd., I

had very good experiences in the organization. The

working staff at the Dabur India Ltd. is very polite and

coordinating. And this is the secret of their long lasting.

As we know Dabur India Ltd. was established in 1884 that

means it has been working since more than 100 years inthis field. This is the oldest organization in India.

The future of the Dabur India Ltd. is very

bright in the F.M.C.G. and Ayurvedic products. The stand

of the Dabur is very strong in the market as it is very

established organization in India, all people are aware of

Dabur products. The sales of the Dabur products havebeen increasing very effectively year by year. Thus, the

secret of their long lasting existing lies in the hard

efforts of workforce and brilliant management. Thus I

wish a bright future of the company.

Thus I conclude that the success in this

competitive business world needs hard working andproper management which is there in the Dabur India Ltd.

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Dabur India Ltd. is a well going business

organization with all the necessary inputs to get the best

output. They possess all the necessary machineries and

equipments to manufacture every F.M.C.G. and Ayurvedic

products. They also have enough workers to perform thework.

So really speaking there is no such thing that

can be suggested by me but one thing always comes to my

mind is that for such an industry who is quite profitable

and successful, it will be very much easy if it launches a

new product in the same field. They have just launched anew product named Dabur Chyawanshakti. They will easily

get the customers and even personnel to work in the

organization.

It is understandable for us that the company

can yet make a good and huge market for their products.

So it is suggested that if the company will go further itwill get a bright future in all other products as some

other popular products.

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MARKETING MANAGEMENT=> PHILIP KOTLER

MARKETING MANAGEMETN =>SHERLEKAR &

SHERLEKAR

Fundamentals Management => William Stanton

WEB SITE OF DABUR INDIA LTD. FOR GENERAL

INFORMAITON => www.dabur.com