dabur+vatika+shampoo+project

.Soumya Ranjan Sahoo.. Asian School of Business Management . (ASBM) .Bhubaneswar. Sub-The Availability and visibility analysis of Shampoo marketin Bhubaneswar with special reference to Dabur Vatika Shampoo.

TABLE OF CONTENTS

Acknowledgement Executive Summary Introduction - FMCG Industry - Hair care Shampoo Industry In India Company Profile of Dabur Objectives of Study Scope and Limitations Research Methodology Data Analysis and Interpretation Findings Suggestions Conclusion Bibliography Annexure-Questionnaire

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INTRODUCTIONFMCG INDUSTYFMCG refers to consumer non-durable goods required for daily or frequent use. Typically, a consumer buys the se goods at least once a month. FMCG industry, alternatively called as CPG (Consumer packaged goods) industry primarily deals with the production, distribution and marketing of consumer packaged goods. The Fast Moving Consumer Goods (FMCG) is those consumables which are normally consumed by the consumers at a regular interval. Some of the prime activities of FMCG industry are selling, marketing, financing, purchasing, etc. The industry also engaged in operations, supply chain, production and general management. Typical Characteristics of FMCG products

Individual products are of small value. But, all FMCG products put together account for a significant part of the consumers budget. The consumer keeps limited inventory of these products and prefers to purchase them frequently, as and when required. Many of these products are perishable. The consumer spends little time on the purchase decision. Rarely do he / she look for technical specifications (in contrast to industrial goods). Brand loyalties or recommendations of reliable retailer / dealer drive purchase decision. Trial of a new product i.e. brand switching is often induced by heavy advertisement, recommendations of the retailer or neighbors / friends. These products cater to necessities, comforts as well as luxuries. They meet the demands of the entire cross section of population. Price and income elasticity of demand varies across products and consumers.3

The Indian FMCG sector is the fourth largest sector in the economy with a total market size in excess of US$ 13.1 billion. It has a strong MNC presence and is characterized by a well established distribution network, intense competition between the organized and unorganized segments and low operational cost. Availability of key raw materials, cheaper labor costs and presence across the entire value chain gives India a competitive advantage. The FMCG market is set to treble from US$ 11.6 billion in 2003 to US$ 33.4 billion in 2015. Penetration level as well as per capita consumption in most product categories like jams, toothpaste, skin care, hair wash etc in India is low indicating the untapped market potential. Burgeoning Indian population, particularly the middle class and the rural segments, presents an opportunity to makers of branded products to convert consumers to branded products. Growth is also likely to come from consumer 'upgrading' in the matured product categories. FMCG Sector is expected to grow by over 60% by 2010. That will translate into an annual growth of 10% over a 5-year period. It has been estimated that FMCG sector will rise from around Rs 56,500 crores in 2005 to Rs 92,100 crores in 2010. Hair care, household care, male grooming, female hygiene, and the chocolates and confectionery categories are estimated to be the fastest growing segments, says an HSBC report. Though the sector witnessed a slower growth in 2002-2004, it has been able to make a fine recovery since then. FMCG Category and products Household Care: - Fabric wash (laundry soaps and synthetic detergents) - Household cleaners (dish/utensil, cleaners, floor cleaners, toilet cleaners, air fresheners, insecticides and mosquito repellents, metal polish and furniture polish) Food and Health beverages: - Soft drinks - Staples/cereals - Beverages bakery products (biscuits, bread, cakes) - Snack Food - Chocolates, ice cream, tea, coffee - Processed fruits, vegetables; dairy products - Bottled water - Branded flour, branded rice, branded sugar, juices etc.4

Curre Ke Dri er

CG Sce

Categorywise share of FMCG sectorOTC HOUSEHOLD OTHERS PRODUCTS 4% 5% 4% BABYCARE 2% HAIR CARE 8% FABRIC CARE 12% PERSONAL CARE 22%

FOOD PRODUCTS 43%

Rural penetration Urban demographics story Lower input costs Innovation

Per -

l re Oral care Hair care Skin care Personal wash soaps) Cosmetics and toiletries Deodorants, perfumes, feminine h iene, paper ri

Concerns Price cuts/Deflation Slow down in olume growths Consumer Downtrading Unraveling of odern rade

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HAIR CARE HAMPOO IN U TRY The hair care market in India is valued at $200 million. It contributes 8% in the total Fmcg sector and has registered a growth of 3.8% over the previous year. The hair care market can be segmented into hair oils, shampoos, hair colorants & conditioners, a nd hair gels. The Size of shampoo market - 930 Cr with urban areas accounting for 80% of shampoo sold and rural areas accounting for 20% of shampoo sold in country. The market is expected to increase due to increased marketing by players, lower duties, and availability of shampoos in affordable sachets. Sachet makes up to 70% and anti-dandruff shampoo up to 20%of the total shampoo sale. This is primarily a middle class product because more than 50% of the population uses toilet soaps to wash hair. The penetration level is only 30% in metros. The major players are HU and Procter & Gamble. The Indian shampoo market is divided in two parts y Cosmetic (health, shine, strength) y Anti-dandruff y Herbal Brand loyalties in shampoo are not very strong. Consumers frequently look for a change, particularly in fragrance. Major expectations from the product are improvement in texture and manageability, giving softness and bounce to hair, curing and avoiding damage to the hair. Southern market is predominantly a sachet market, accounting for 70 % of sachet volumes. In Contrast, shampoo bottles are more popular in the Northern markets. About 50 % of the shampoo bottles are sold in the Northern region alone. The shampoo industry has lot of scope to be penetrated with all India penetration level at 51% with urban penetration at 62% and rural penetration at 46% till now. Evolution of Shampoo in India y H undisputed leader from the early 90s Sunsilk launched in 1964 ( General Shampoo platform ) y Clinic Plus launched in 1971 ( Family, health shampoo platform ) y Clinic All Clear launched in 1987 ( Therapeutic AD Shampoo ) y Sunsilk re-launched in 1987 - Shampoo + Conditioner ( Beauty platform ) with Sachet SKU y Clinic Active launched in 1991 ( with Pro Vitamin B - health platform )6

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Goes rural with Sachet

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y Sunsilk re-positioned and re-launched in 1994 (Nutracare) - Pink for dry hair, yellow for normal hair, green for oily hair and black for long hair. y P & G enters India in Nov 1995, with the worlds largest selling brand - Pantene y P & G launched its internationally acclaimed A & D shampoo H & S in 1997 with Zinc Pyrithine (ZPT) - a unique anti-microbial agent. There were 2 variants - regular and menthol. y Dabur entered the shampoo market in 2000 with its premium brand, the first natural antidandruff shampoo of India, Dabur Vatika Antidandruff Shampoo.

Shampoo Industry in IndiaLoreal ITC Dabur 3% 2% 6% Others 8%

P&G 24%

&

Cavin Care 11%

Hindustan n ilever 46%

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COMPANY PROFILEDabur India limited is the fourth largest FMCG Company and one of India's leading Companies. It has a turnover of USD 2479 million with the largest herbal & natural portfolio in India. Building on a legacy of quality and experience for over 125 years, Dabur is today India's most trusted name and the world's largest Ayurvedic and Natural Health Care Company. Dabur India's FMCG portfolio today includes four flagship brands with distinct brand identities -- Dabur as the master brand for natural healthcare products, Vatika for premium personal care, Hajmola for digestives, and Real for fruit-based beverages. It has over 350 plus products with a retail reach of 2,500,500 through 4000 distributors in India. The evolution of Dabur is quite interesting and its root takes us back to the 19th century where it all started in Bengal by a visionary by name Dr. S.K Burman, a physician by profession. His mission was to provide effective and affordable cure for ordinary people in far-flung villages. With missionary zeal and fervor, Dr. Burman undertook the task of preparing natural cures for the killer diseases of those days, like cholera, malaria and plague. Soon the news of his medicines travelled, and he came to be known as the trusted 'Daktar' or Doctor who came up with effective cures. And that is how his venture Dabur got its name - derived from the Devanagri rendition of Daktar Burman. The name is formed by joining the first half of Daktar and Burman i.e DABUR.

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"What is that life worth which cannot bring comfort to others"

The Doorstep Doctor

The story of Dabur began with a small, but visionary endeavour by Dr. t S. . urman, a physician tucked away in engal. His mission was o provide effective and affordable cure for ordinary people in farflung villages. ith missionary eal and fervour, Dr. urman undertook the task of preparing 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 up with effective cures. nd that is how his venture Dabur got its nameto derived from the Devanagri rendition of Daktar urman. Dr. urman set up Dabur in produce and dispense yurvedic medicines. Reaching out to a wide mass of people who had no access to proper treatment. Dr. S. . urman'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.7 4 4 6 5 4 3

VI IDedicated to health and well being of every household

GR W H STR TEGEXPAN ON

AQUISITION

INNOVATION

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COMPANY HISTORY1884 1896 Early 1900s 1919 1920 1936 1972 1979 1986 1992 1993 1994 1995 1996 1997 1998 2000 2003 2005 2005 2006 2006 2007 2007 2007 Birth of Dabur Setting up a manufacturing plant Ayurvedic medicines Establishment of research laboratories Expands further Dabur India (Dr. S.K. Burman) Pvt. td. Shift to Delhi Sahibabad factory / Dabur Research Foundation Public imited Company Joint venture with Agrolimen of Spain Cancer treatment Public issues Joint Ventures 3 separate divisions Foods Division / Project STARS Professionals to manage the Company Turnover of Rs.1,000 crores Dabur demerges Pharma Business Dabur acquires Balsara Dabur announces Bonus after 12 years Dabur crosses $2 Bin market Cap, adopts US GAAP Approves FCCB/GDR/ADR up to $200 million Celebrating 10 years of Real Foray into organised retail Dabur Foods Merged With Dabur India

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CORE VALUES

Ownership: This is our company. We accept personal responsibility, and accountability to meet business needs. Passion for Winning: We all are leaders in our area of responsibility, with a deep commitment to deliver results. We are determined to be the best at doing what matters most. People Development: People are our most important asset. We add value through result driven training, and we encourage & reward excellence . Consumer Focus: We have superior understanding of consumer needs and develop products to fulfill them better. Team Work: We work together on the principle of mutual trust & transparency in a boundary-less organization. We are intellectually honest in advocating proposals, including recognizing risks. Innovation: Continuous innovation in products & processes is the basis of our success. Integrity: We are committed to the achievement of business success with integrity. We are honest with consumers, with business partners and with each other.

STRATEGIC INTENT

Focus on growing our core brands across categories, reaching out to new geographies, within and outside India, and improve operati onal efficiencies by leveraging technology Be the preferred company to meet the health and personal grooming needs of our target consumers with safe, efficacious, natural solutions by synthesizing our deep knowledge of Ayurveda and herbs with modern scien ce Provide our consumers with innovative products within easy reach Build a platform to enable Dabur to become a global Ayurvedic leader Be a professionally managed employer of choice, attracting, developing and retaining quality personnel Be responsible citizens with a commitment to environmental protection Provide superior returns, relative to our peer group, to our shareholders

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BUSI ESS STRUCTURE

Consumer Care Division (72.8%)

HealthDivision (7.3%)

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Dabur India LimitedConsumer International Division (18.5%)

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CONSUMER HEALTH DIVISIONConsumer Health Division dealing with classical Ayurvedic medicines

It has more than 250 products sold through prescriptions as well as over the counter products. Major categories in traditional formulations include: -AsavArishtas -RasRasayanas -Churnas - Medicated Oils ProprietaryAyurvedic medicines developed by Dabur include: -NatureCareIsabgol -Madhuvaani - Trifgol Division also works for promotion of Ayurveda through organised community of traditional practitioners and developing fresh batches of students JanmaGhunti, Hingoli, Sat Isabgol & Gripe Water transferred to CHD from CCD for greater focus.

Key initiatives: y New Honitus variants- mulethi & mint y Dabur Activ Antacid aunched y Campaigns to promote ethicals portfolio.P

CHD TRUCTUREQ

Tonics Classicals Branded Ethicals

Branded Products

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OTC (57% ) Generics

ETHICAL (43%)

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INTERNATIONAL HEALTH DIVISIONIBD continued its strong growth reporting 43.3% growth during 9MFY09.

Robust performance in GCC and North African Markets. GCC 47% Dabur Egypt 85% North Africa 96% Bangladesh 52% Nepal 14% Key Category Drivers for growth are Hair Cream, Toothpaste, Hamamzaithand Olive Oil. Strong New Product Development rolls out continues: Amla Hair Cream and new variants of shampoos being launched in Q4. New markets opened during the quarter are ebanon, Turkey, Mauritania and ChinaS

Key Initiatives y 1980s: DIL Started as an Exporter. Focus on Order fulfillment through India Mfg. y Early 90s: Set up a franchisee at Dubai in 1989. Demand generation led to setting up of mfg in Dubai & Egypt. y 1995-2000: Renamed franchisee as Dabur International Ltd. Local operations further strengthened. Set up new mfg facilities in Nigeria, RAK & Bangladesh. y Now: Building scale-18% of overall Dabur Sales (9MFY09).High Levels of Localization & Global Supply chain.

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CONSUMER CARE DIVISIONCCD, dealing with FMCG Products relating to Personal Care and Health Care Leading brands

Dabur - The Health Care Brand 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 turnover each

Vatika Hair Oil & Shampoo are the high growth brand. Strategic positioning of Honey as food product, leading to market leadership (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 60% market share of digestive tablets category. Dabur Lal Tail is the 2nd Largest Brand of Baby Massage Oil with 33% Market share. CC categ ry erf r a ce f ab rf e U U T h d g b c c c

I E STIVE S& AN IES 14

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HOME AR E ABY OILS 6 & SKIN

FOO S HAIR ARE 17 17

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ORAL ARE 17 HEALTH S P PLEME NTS 13

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DABUR VATIKA SHAMPOOThe shampoo industry in India is Rs 20 billion business where Daburs shampoo brands is at Rs 1.3 billion in the India. In shampoos, the company has outperformed the market growing at 25% compared to an overall market growth of 15%. The focus here is in establishing Dabur' shampoos as natural / herbal shampoos-as a credible herbal alternative to existing shampoos in the market. The Vatika shampoo now has much more modern packaging and communication. The newly launched Vatika Black Shine Sham poo has been well received in the market. Strong performance of Vatika range of shampoos with a growth of 34% during Q3 and 32.2% during FY09. Vatika shampoos growing at double the category growth of 19% (Value-April-December 08) Volume Market Share up from 5% to 6.3% and Value Market Share up from 5.1% to 5.9% The focus of this initiative is to continue rapid growth in revenue and profits leveraging three key strategic drivers - Expansion, Acquisition and Innovation. In this roadmap, while Dabur will continue to be positioned as an herbal specialist leveraging its knowledge and credentials, it will also widen its business canvass by extending its products and organization capabilities to service the entire 'Health and Wellness' space.

Vatika in Hindi means garden. The brand attempts to live up to the promises beauty and nature that are associated with its very name. Starting with these associations Vatika has assiduously built a brand that delivers on all these values through its various product offerings. Vatika products contain natural ingredients that have been blended together through scientific processes at Daburs in-house research laboratories.

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ALL ABOUT DABUR VATIKAVatika is a brand that espouses traditional wisdom about health in a modern format. It believes that nature has perennial answers to day-to-day health issues, particularly when it comes to hair care and skin care. In a world where modern living causes untold stress the Vatika brand holds out the promise of providing natural ingredients that rejuvenate and safeguard the human body in an extraordinary way. This concept is put to work through contemporary, modern products, offered by Vatika. The Vatika woman is young, contemporary, educated, multi -faceted, achievement-driven and confident. It is in the Vatika brand that she sees a true reflection of her own personal ideals. The green-and-white colours, used in its packaging, reflect the brands natural ancestry and give it a premium look. These also h elp Vatika stand out in the cluttered environment of Indian retail. In this category where players talk about chemicals ZPTO, Ketakenazole etc Vatika Anti-Dandruff Shampoo has capitalised on the consumers fear of chemicals by showcasing the efficacy o f lemon to eliminate dandruff with no ill effects on the hair. The product innovation was fed by the vital consumer insight that many women in contemporary India are worried about hair problems caused by urban pollution, frequent change of diet due to geographical mobility and other factors. Beset by modern-day hair problems, they are far more inclined to rely on homegrown remedies. Dabur Vatika offers a wide range of hair care shampoo- Vatika Dandruff control, Vatika Black shine & Vatika smooth & silky shampoo. All these shampoo serve for a variety of Hair problems faced by the consumers and a very strong alternative for the chemical & medicated shampoos available in the market.

Removes Dandruff loves hair

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Vatika Dandruff Control hampoo removes dandruff without being violent on hair. Discover non-violence, the new beauty mantra captured in Vatika Dandruff Control shampoo range. Enriched with the goodness of nature, Vatika gently removes 100% dandruff and prevents recurrence, without causing any damage to hair. So what you get is dandruff-free, beautiful hair. That's the power of non-violence.i

Beautiful Hair Naturally

Vatika mooth & ilky hampoo is a natural shampoo that conditions from deep within, while gently cleansing and nourishing the hair. Its offers the gentle & caring touch of nature that leave the hair soft, silky and radiant. It has the perfect balance of natural ingredients like Henna, Green Almonds and Shikakai that turn dull & lifeless hair into smooth & silky without damaging them.p p p

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Khoobsurat raho Befikar Raho

Vatika Black hine shampoo is packed with the goodness of Black Olives and Amla that help maintain the black colour of the hair and give it incredible shine. Unlike normal shampoos, Vatika Black Shine Shampoo does not have any harmful chemicals. Its active natural ingredients help maintain the black colour of the hair without damaging them.q

Beautiful strong hair naturally

The power of Almonds & Coconut Milk with Vatika Root trengthening hampoo nourishes the hair from root to tip and helps strengthen hair, reducing hair fall. Its deep conditioning formula restores dry, damaged hair and makes it soft & silky.r r

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Dabur now presents a range of natural conditioners under brand Vatika. The Vatika range of conditioners is packed with active natural ingredients that ensure your crowning glory shines with health. Daburs in-depth knowledge of nature & natural ingredients has helped create a range of conditioners that offer the goodness of nature without any side-effects, and give problem-free hair.Vatika Smooth & Silky Conditioner

Vatika Smooth & Silky Conditioner has active natural ingredients like Henna and Amla that ensure natural conditioning of hair, and Green Almonds, which help nourish scalp and hair.Vatika Root Strengthening Conditioner

Vatika Root Strengthening Conditioner is packed with natural ingredients like Coco Milk, which provides conditioning, and Almonds that help strengthen the hair from root to tip.

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DISTRIBUTION NET ORK

The distribution network of Dabur India Limited is a very simple but effective distribution network spreading across various channels providing for an in depth coverage facilitating the products to reach the consumers. The products come from factory to the D.C situated in each state of India and then the distribution divides into URBAN DISTRIBUTION, RURAL DISTRIBUTION and MODERN TRADE. URBAN DISTRIBUTION The urban distribution basically needs various stockiest who are responsible to reach the market regions of a place. They collect the stocks from the stockiest and supply to wholesalers, semi wholesalers and retailers which finally reaches the customers. The market regions are divided into BEAT PLANS which consist of various areas to be covered through distribution process. This beat plans consist of BEAT TYPES which deal with WHOLESALE & LINEWISE divisions for products that would help in efficient distribution.

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OBJECTIVES OF THE STUDYAll companies are having their own planning and business strategies but the company who is having the best, is the most successful company among its competitors. So the company can get success within its competitors by applying best and effective marketing strategies. The Primary objective of the project was to understand the prevailing market conditions of Dabur Vatika hampoo in Hair-care shampoo market segment in the area of Bhubaneswar through a market survey. To attain this objective various other sub objectives are needed to be achieved. These are listed below.s

y To analyze the Availability & Visibility of various brands of shampoo with special reference to Dabur Vatika Shampoo in Bhubaneswar. y To find out the Market share of Dabur Vatika Shampoo in terms of Sales and other brands of shampoo in Bhubaneswar. y To analyze the consumer preference to various brands of Shampoo through the Retailers. y To analyze Sales & Promotion of Dabur Vatika Shampoo & other Shampoos y To analyze the level of service provided by the Stockiest of the various brands of Shampoo available in the Retail market y Finally, to carry out a competitor analysis of the various brands of Shampoo for various aspects of service provided.

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SCOPE AND LIMITATIONS

SCOPE:

y The study has been done for the hair care -shampoo market by studying the market condition through the retailers point of view so more or less it helps in understanding the consumer preference towards the shampoo market with special reference to Dabur Vatika shampoo. y The study can help in analyzing certain weak point, improving on which a company can overcome the low sales of Dabur Vatika Shampoo but only in the Bhubaneswar region covering the areas Saheed nagar,Unit 3& 4 , Rasulgarh ,Jaydev vihar,C.S .Pur.LIMITATIONS:

y The study is based on the perception, ideas and preferences of the respondent (retailers), which are complex in nature and depend upon subjectivity of the individual. y At times there was lack of cooperation from respondent for research. y The research was carried out in certain parts of Bhubaneswar only therefore findings and suggestions are limited to those parts only.

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RESEARCH METHODOLOGY

Marketing research is a systematic problem analysis, model building and fact finding for the purpose of important decision making and control in the marketing of goods and services. - Phillip Kotler

Marketing research plays an important role in the process of marketing starting with market component of the total marketing tasks. It helps the firm to acquire a better understanding of the consumers, the competition and the marketing environment. Research extends knowledge about a particular case through the researcher who builds up a wealth of knowledge through their research findi ngs. It is a step-by-step logical process, which involves:

Defining a problem Laying the objectives of the research Sources of data Methods of data collection Tabulation of data Data analysis & tabulation Conclusions & recommendations

Research Plan The Primary objective of the project was to understand the prevailing market conditions of in Hair-care shampoo market in chosen areas of Bhubaneswar with special reference to Dabur Vatika Shampoo through a market survey. What is the trend in shampoo market and brand awareness of Dabur Vatika Shampoo.

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Nature of ResearchPure and applied research

Pure research is taken for the sake of knowledge without any intention to apply it in practice. It is undertaken out of intellectual curiosity or inquisitiveness. It lays the foundation for applied research. Applied research is carried on to find solution to a real-life problem so it is problem oriented and action oriented.Exploratory research

Exploratory research is preliminary study of an unfamiliar problem about which the researcher has little or no knowledge at all. It is done at two levels- first, the discovery of variables in the situation. Second, is the discovery of relationship between the variables.Experimental research

It is designed to assess the effects of particular variables on a phenomenon by keeping the other variables constant or controlled.Descriptive research

A descriptive study is a fact finding investigation aimed at identifying the various characteristics of a problem under study but it does not deal with testing of hypothesis. Data are collected by using observation, interviewing and mail questionnaire. My project involved descriptive research of study

Data Collection The descriptive nature of research necessitates collection of primary data from retailers through market survey, personal interview technique was used and interview was conducted through structured questionnaire the question was asked in prearranged manner. The market research was conducted over a period of 60 days. Data was tabulated, analyzed and suggestion and recommendation were given.26

Sources of data: Data refers to a collection of natural phenomena, descriptors, including the results of experience, observation or a set of premises. This may consist of nos., words or images particularly as measurements or observations of a set of variables. There are two sources of data: Primary Source Secondary Source

Primary Source Data obtained from the first hand by the researcher is called the primary data. This data is that the researcher collects himself. It is reliable way to collect data as it requires researcher to interact with the source and extract information. It allows the learner to access original & unedited information. Its methods are Surveys Observations Questionnaire ExperimentsI collected data using the primary method by interviewing the retailers through a structured questionnaire.

Secondary Source: Secondary data refers to the data available in some form or another and may include the result of the previously performed research or the available materials. Secondary sources take the role of analyzing, explaining & com bining the information from the primary source with additional information.

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Its sources areINTERNAL SOURCE EXTERNAL SOURCE

Sales Records Marketing activities Cost Information Distribution Report Feed back

Internet Standardized Sources - Store audits, CPP, etc. Electronic Published Data Printed Published Data

The secondary source for my project is collected from Dabur India Ltd website and by the data given by Mr. Dheeman Bhattarcharya, the Regional Sales Manager of Dabur India for Orissa. I was also provided with needed information from Senior Sales Officer, Bhubaneswar

Research instrument The Research instrument chosen for conducting the survey was structured questionnaire as shown in the annexure. The questionnaire includes open ended as well as close ended question, few open ended question were included to obtain the perception of the retailers.

Sampling Technique The procedure by which some members of a given population are selected as representatives of the entire population. Probability sampling: ones in which members of the population have a known chance (probability) of being selected Non-probability sampling: instances in which the chances (probability) of selecting members from the population are unknown. The project involves non probability sampling technique

Quota Sampling: samples that set a specific number of certain types of individuals to be interviewed. Often used to ensure that convenience samples will have desired proportion of different respondent classes.28

My sample technique involved quota sampling as I was provide d five beat areas with definite number of retail outlets to be covered in my project.

Sampling units Sampling units were geographical area of Bhubaneswar which were divided into four market beat plan. Geographical areas visited: 1. Saheed nagar. 2. Unit -3& 4. 3. Rasulgarh Laxmi, Palasuni. 4. Jaydev Vihar-Bda,Mayfair,M .Vihar,A.Vihar. 5. C.S Pur- Damana,Saileshri Vihar,Niladri vihar. The retailers visited during the survey were considered the sampling units . Sample Size

The sample size according to the quota sample was 184retailers but I covered 118retailers so the actual sample size is 118 units. This is because some of the outlets were closed or did not respond to the survey, some were medicine shops which did not keep shampoos and some did not keep Dabur pr oducts which was the special focus of my research.

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Data Analysis and InterpretationShampoo available in he ounterA ailability Quantity in Lari) 1 to 10 10 to 20 20 to 30 30 to 40 40 to 50 50 to 60 60 to 70 70 to 80 80 to 90 90 to 100 100 a ove T TAL

140

120 10080 60

INTERPRETATION: As per the data collected in survey and represented in the table, we can observe the number of outlets where the various shampoo brands are available. We found that HEAD&SHOULDERS Shampoo is leading in availability, present in 118 store, followed by VATIKA, PANTENE,CLINIC PLUS, DOVE, SUNSILK,CLINIC ALLCLEAR,GARNIER FRUCTIS DABUR VATIKA comes in 2nd place with 115 outlets having the availability in Sachet Shampoo category.30

x

x

x

Sunsilk

H&S

Pantene

linic All lear

linic Plus

y

v

w

t

Clinic All Clinic Garnier Sunsilk H&S Pantene Clear Plus Vatika Fructis Dove 0 0 0 0 0 0 0 0 0 0 20 41 36 4 3 1 0 0 105 0 0 6 35 36 34 6 1 0 0 118 0 3 17 37 35 18 3 0 0 0 113 0 1 16 39 21 6 1 1 0 1 86 0 0 0 8 11 34 25 15 7 12 112 0 0 23 46 35 10 1 0 0 0 115 10 15 46 6 1 0 0 0 0 0 78 3 32 55 21 1 0 0 0 0 0 112

u

Series1

40 20 0atika Garnier Fructis D ve

Shampoo Visi le i the Counter

Q AN S

1 to 10 10 to 20 20 to 30 30 to 40 40 to 50 50 to 60 60 to 70 70 to 80 80 to 90 90 to 100 100 Above

89 11 0 0 0 0 0 0 0 0 0 100

97 11 0 0 0 0 0 0 0 0 0 108

91 3 0 0 0 0 0 0 0 0 0 94

A

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Shampoo Visible in the CounterSeries1 89 97 Series2 96

91 68

89 18

11 11

76 1

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ERPRETATI

Visibility of various shampoo brands means the amount of Lari of Sachets that are in display in the counter so that it is visible to the consumers. Here we have H S shampoo with the visibility followed by DOVE,VATI A,PANTENE,CLINIC in highest no. of counters i.e. PLUS,SUNSIL ,CLINIC ALLCLEAR, ARNIER.e d

DABUR VATI A comes in

th

place with visibility in

outlets in Sachet Shampoo category.

g

f

ntene

S

ti

Clinic All Cle r 68 5 0 0 0 0 0 0 0 0 0

Clinic Sunsil Plus 89 18 0 0 0 0 0 0 0 0 0 107 76 1 0 0 0 0 0 0 0 0 0 77

Dove

G rnier

96 2 0 0 0 0 0 0 0 0 0 98

67 0 0 0 0 0 0 0 0 0 0 67

67 2 0

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Sale of Shampoo per Month

Quantity in Lari Saheed Nagar Unit 3&4 Rasulgarh Jaidey vihar .S.Pur

Pante ne 590 421 248 495 368 2122

H&S 734 702 338 644 501 2919

Vatika 742 942 490 730 665 3569

Clinic All Clear 863 549 320 560 390 2682

Clinic Plus 1484 1821 993 941 877 6116

Sunsi lk 748 692 411 595 454 2900

Dove 372 518 224 319 310 1743

Garnie r 323 316 161 255 202 1257

ove 6%

Sunsilk 13%

Clinic l us 25%

Clinic ll Clear 15%

INTERPRETATION: As per the data represented in the graph, it can be clearly seen that CLINIC PLUS is the market leader in terms of sales of sachets followed by CLINIC ALL CLEAR, SUNSILK ,VATIKA, H&S, PANTENE,DOVE and GARNIER. VATIKA acquired no.5 in terms of sale in LARI.

k

j

n

l

m

i h

otal

Sale f S aarnier 5%

era ntene 10%

t

H&S 13%Vatika 13%

32

Ranking as per sale & onsumer PreferenceClinic All Clinic Garnier Clear Plus Vatika Fructis Dove Chik 0 53 1 6 6 0 6 10 9 5 8 0 4 15 9 6 16 1 15 6 18 5 9 0 12 3 18 10 14 0 23 3 17 6 17 0 24 4 14 11 12 1 11 1 8 28 10 0 0 0 1 0 2 9 0 0 0 0 0 2

3 19 19 20 21 4 5 2 0 0

1201- A NK 10 100 2- A NK 9

4- ANK 760

5- ANK 6 6- ANK 57- A NK 4

200

8- A NK 3

9- ANK 2

INTERPRETATION: The rankings of various Shampoo brands are done according to response from 118 retail outlets. CLINIC PLUS has been rated the most preferred shampoo brand with 53 from 118 outlets Dabur Vatika is rated rank 1 only by one outlet.

x

v

t

u

t

Pantene

H&S

Vatika

linic All lear

linic Plus

Sunsilk

D ve

Garnier

10- ANK 1

x

40

x

x

x

w

80

3- A NK 8

o

RatingsRanking 101 92 83 74 65 56 47 38 29 110

Sunsilk

H&S Pantene 24 1 31 7 13 13 15 11 9 10 2 22 2 20 0 8 0 0 0 0

thers 0 1 0 0 0 0 0 0 0 0

w

w

w

w

sr p q sr p q sr p q sr p q sr p q sr p q sr p q sr p q sr p q sr p q

33

ANALYSIS OF DABUR VATIKAQualit of services provided b distributors~ y y

Frequenc of salesman visitSaheed Nagar Unit 3&4 Rasukgarh Ja dev vihar C.S Pur Total

Exce e

Fre uancy of sales promotion Exce e Very Good Good Fair Poor

4%

% 8%

22%

I TERPRETATI The rating given by retailers is Very ood when they were asked about the number of times the salesman of Dabur visits their outlets. This shows that the salesman visit fre uently to the retail outlets. The response from Bhubaneswar market is not satisfactory.

| {{ }

z

3 1 3 0 9

Ve y Good Good Fair 16 4 12 8 8 1 14 5

Poor 2 8 2 4 1 1 0 1

2

1060

826

117

36

%

34

Salesman relationship with you Salesman relationship with you Saheed Nagar Unit 3&4 Rasulgarh Jaydev Vihar C s pur TotalVery Excellent Good Good Fair 0 5 15 4 1 10 14 4 2 5 5 2 0 4 15 3 0 2 10 5 3 26 59 18 oor 2 1 0 2 7 12

INTERPRETATION: The rating given by 50% retailers is Good when they were asked about the behavior and relationship maintained by the salesman of Dabur Vatika with them. This shows that the salesman have a good relationship with the retailers.

Providing all schemes & discounts Providing all schemes & discounts Saheed Nagar unit 3&4 Rasulgarh Jaydev vihar C .S PUR Total INTERPRETATION: The rating given by 38% retailers is POOR which shows that the retailers are not getting proper schemes and discounts for Dabur Vatika Shampoo. Credit facility provided by distributorCredit facility provided by distributor Saheed Nagar Unit 3&4 Rasulgarh Jaydev vihar C s pur TotalVery Excellent Good Good Fair 1 5 10 5 0 4 8 5 2 2 3 4 0 3 6 5 0 0 5 8 3 14 32 27 oor 3 7 2 10 11 33

Excellent Very Good 0 2 0 3 1 2 0 0 0 2 1 9

Good 8 8 4 7 3 30

Fair 6 8 6 5 4 29

Poor 10 5 1 12 15 43

35

INTERPRETATION: The rating given by 33 retailers is POOR which shows that the retailers are not getting credit while purchasing Dabur Vatika Shampoo. Quality of Sales Promotion/Schemes of VatikaFrequency of Sales Promotion/Schemes Saheed Nagar Unit 3&4 Rasulgarh Jaydev vihar C s pur TotalVery Excellent Good Good Fair 0 1 7 8 0 2 10 6 1 4 3 2 0 0 10 6 0 3 6 8 1 10 36 30

INTERPRETATION: There should be clear and proper sales promotion when it comes to promoting the Dabur Vatika Shampoo to the customers as well as the retailers because there is a mixed response towards it as 10 retailers rate the promotional activities as very good,36 retailers rate it as Good,30 retailers rate as Fair and 37 as poor. Attractiveness of Sales Promotion/SchemesAttractiveness of Sales Promotion/Schemes Saheed Nagar Unit 3&4 Rasulgarh Jaydev vihar C s pur TotalVery Excellent Good Good Fair 0 1 7 5 0 2 10 8 1 2 4 5 0 0 8 7 0 2 7 8 1 7 36 33

INTERPRETATION: The sales promotion activities are not attractive to create consumer purchase and generate traffic for Dabur Vatika shampoo as 7 retailers rate the Attractiveness of Sales Promotion/Schemes is as very good, 36 retailers say good and 33 say its fair, and 39 say poor.

oor 8 12 2 8 7 37

oor 11 10 2 9 7 39

36

Innovativeness of Sales Promotion/schemesInnovativeness of Sales Promotion/schemes Saheed nagar Unit 3&4 Rasulgarh Jaydev vihar C s pur TotalVery Excellent Good Good Fair 0 2 8 7 0 0 10 8 1 2 3 4 0 0 10 4 0 2 6 5 1 6 37 28

oor 9 3 4 10 11 37

INTERPRETATION: The sales promotion activities are not innovative to create consumer purchase and generate traffic for Dabur Vatika shampoo as 37 retailers rate the Innovativeness of Sales Promotion/Schemes is as good, 28 retailers say Fair and 37 say its poor. Response to Competitors SchemesResponse to Competitors Schemes Saheed Nagar Unit 3&4 Rasulgarh Jaydev vihar C s pur T TALVery Excellent Good Good Fair 0 2 8 6 0 1 12 9 0 3 4 5 0 0 5 5 0 2 7 8 0 8 36 33 oor 10 9 2 14 7 42

INTERPRETATION: The response of 42 retailers was POOR,33 say FAIR,36 say GOOD and 8 VERY GOOD which implies that when it comes to introduction of more schemes and immediate response of Dabur towards the marketing activities and strategies of competitor shampoo brands of HUL, P&G and Garnier is NOT adequate. Sufficient supply of stocks with Schemes/offersSufficient supply of stocks with Schemes/offers Saheed Nagar Unit 3&4 Rasulgarh Jaydev vihar C s pur TotalVery Excellent Good Good Fair 1 2 6 8 0 0 10 7 1 1 8 2 0 2 5 7 1 2 6 10 3 7 35 34 oor 9 13 2 10 5 39 37

INTERPRETATION: There is adequate supply of stocks with schemes/offers as 35 retailers rate the performance of stockiest of Dabur Vatika shampoo as good and 39 retailers rated as POOR which was inadequate.

Advertising & MerchandisingAdequacy of Advertising supportAdequacy of Advertising support Saheed Nagar Unit 3&4 Rasulgarh Jaydev vihar C s pur TotalVery Excellent Good Good Fair 0 2 8 12 0 1 11 13 0 2 6 6 0 0 10 8 0 2 7 10 0 7 42 49 oor 2 5 0 6 5 18

INTERPRETATION: The advertisements for Dabur Vatika Shampoo is fairly adequate but not sufficient enough as 49 retailers rate it as Fair while 42 rate it as Good in terms of adequacy. Effectiveness of the advertising in increasing salesEffectiveness of the advertising in increasing sales Saheed Nagar Unit 3&4 Rasulgarh Jaydev vihar C s pur TotalVery Excellent Good Good Fair 0 2 10 14 0 1 8 16 0 2 3 9 0 1 8 10 0 2 12 6 0 8 41 55 oor 2 5 0 5 4 16

INTERPRETATION: The advertisements for Dabur Vatika Shampoo are poor to very good when it comes to increasing sales as 16 retailers rate it as poor and 8 retailers rate it as very good.

38

Adequacy of shop-based material like posters, stickers, danglers etcAdequacy of shop-based material Saheed Nagar Unit 3&4 Rasulgarh Jaydev vihar C s pur TotalVery Excellent Good Good Fair 0 2 4 5 0 1 5 7 0 2 4 3 0 0 5 7 0 2 4 5 0 7 22 27 oor 13 17 5 12 13 60

INTERPRETATION: There is insufficiency in shop-based materials as 33 retailers have responded Poor when it comes to shop-based materials for Dabur Vatika Shampoo.

uality of Media advertisingVery Excellent Good 0 0 0 0 0 0 Good 2 0 1 0 0 3 3 5 3 2 3 16 Fair 10 12 3 10 6 41 oor 9 13 7 12 15 56

INTERPRETATION: The quality of media advertisements is poor to fair as 56 retailers rated it as poor and 41 retailers rated it as Fair.

Quality of Media advertising Saheed Nagar Unit 3&4 Rasulgarh Jaydev vihar C s pur Total

39

Frequency of merchandisingFrequency of merchandising Saheed Nagar Unit 3&4 Rasulgarh Jaydev vihar C s pur TotalVery Excellent Good Good Fair 0 3 6 5 0 1 4 8 0 2 3 2 0 0 5 8 0 0 3 8 0 6 21 31 oor 15 17 7 11 13 63

INTERPRETATION: There is merchandising problem for Vatika shampoo as the 63 retailers rate it as Poor Quality of merchandisingQuality of merchandising Saheed Nagar Unit 3&4 Rasulgarh Jaydev vihar C s pur TotalVery Excellent Good Good Fair 0 2 4 8 0 1 5 11 0 1 3 2 0 0 2 10 0 1 5 8 0 5 19 39 oor 12 13 8 12 10 55

INTERPRETATION: The quality of merchandising for Vatika shampoo is also not good as the 55 retailers rate it as Poor.

40

COMPETITOR ANALYSISFre uenc of S les Promotion/Sc emesRANKING RAN 1 RAN 2 RAN 3 RAN 4 RAN 5 RAN 6 RAN 7 RAN 8 Pantene H&S vatika 3 19 9 18 4 17 13 21 17 19 9 16 13 6 5 4

405 0 RAN 1

RAN 320 RAN 4

RAN 6

10 5 0

RAN 7 RAN 8

I TERPRETATI From the interpretation of the data, we come to know that Clinic plus and Clinic Allclear are on no. and no. respectively. Head Shoulders, Sunsilk, Pantene are ranked afte them. r Dabur Vatika is ranked at no. that means it needs e tra effort to penetrate the market.

Pa te e

H

vatika

Cli ic All Cli ic Pl s Clear

silk

Dove

Gar ier Fr ctis

15

RAN 5

25

RAN 2

Clinic All Clear 3 1 7 9 10 38 16 7

Clinic Plus 13 31 22 16 21 11 7 14 5 2 4 8 11 7 12 7

Garnier Sunsilk Dove Fructis 15 8 14 6 11 12 13 11 5 9 1 13 8 12 10 5

2 3 2 6 3 6 11 20

41

Attr ctiveness of S les Promotion/Sc emes ]RANKING RAN 1 RAN 2 RAN 3 RAN 4 RAN 5 RAN 6 RAN 7 RAN 8 Panten e H&S vatika 3 19 9 18 4 17 13 16 21 13 17 6 19 5 9 4 3 1 7 9 10 38 16 7

Attractiveness of Sales Promotion/Schemes4035

30RAN 1

RAN 3

2015 10

RAN 4 RAN 5 RAN 6RAN 7

0

I TERPRETATI From the interpretation of the data, we come to know that Clinic plus and Clinic Allclear are on no. and no. respectively. Head Shoulders, Sunsilk,Pantene are ranked after them. m Dabur Vatika is ranked at no. that means it needs more attractive schemes and pro otion to penetrate the market 42

Pa te e

H&S

vatika

Cli ic All Cli ic Pl s S Clear

silk

Dove

Gar ier Fr ctis

5

RAN 8

25

RAN 2

Clinic All Clear 11 19 21 7 13 4 1 2

Sunsil Clinic Plus k 30 13 17 14 12 10 8 11 10 5 7 6 11 7 7 3

Dov Garnier e Fructis 7 8 6 10 6 11 8 5

2 3 2 6 3 6 11 20

Innovativeness of Sales Promotion/schemesRAN ING RANK 1 RANK 2 RANK 3 RANK 4 RANK 5 RANK 6 RANK 7 RANK 8 Panten e H&S Vatika 4 20 7 16 4 13 12 19 24 17 17 2 14 1 4 6 Clinic All Clear 0 0 8 7 9 39 21 6 10 20 17 11 7 1 1 3 Sunsil Dov Garnier Clinic Plus k e Fructis 37 12 5 14 8 4 9 13 3 7 18 8 8 12 6 3 3 11 8 8 21 6 1 2

30 25 RANK 120

15RANK 4

105

0

INTERPRETATION: From the interpretation of the data, we come to know that Clinic plus and Pantene are on no.1 and no.2 respectively.,H&S and Sunsilk are ranked after them. Dabur Vatika is ranked at no.5 that means it needs to be more innovative than its competitors in Sales promotion/schemes.

1 1 1 3 1 7 9 25

I

vative ess f Sales r

ti

/sc e es

RANK 2RANK 3

RANK 5

RANK 6 RANK 7 RANK 8 antene H&S Vatika Clinic All Clinic lus Clear Sunsilk ove Garnier Fructis

43

Response to Competitors SchemesRAN ING RANK 1 RANK 2 RANK 3 RANK 4 RANK 5 RANK 6 RANK 7 RANK 8 Pantene H&S vatika 10 22 7 13 6 14 10 18 16 13 11 2 14 2 5 Clinic All Clear 15 12 14 22 13 17 8 5 8 18 15 13 11 4 5 2 Garnier Clinic Plus Sunsilk Dove Fructis 38 12 4 13 10 6 8 15 8 13 12 11 10 13 8 7 3 14 11 9 10 4 2 3

40

35 3025

20 RANK 415

105

0

INTERPRETATION: From the interpretation of the data, we come to know that Clinic plus and Clinic allclear are on no.1 and no.2 respectively. Sunsilk, Head & Shoulders, Pantene are ranked after them. Basically HUL & P&G are very good in keeping their market share by responding quickly to other competitor schemes. Dabur Vatika is ranked at no.6 followed by Dove & Garnier Fructis shampoo.

1 2 1 3 2 5 7 32

Res

se t Competitors Sc emes

RANK 1RANK 2 RANK 3

RANK 5 RANK 6 RANK 7RANK 8 Pantene H&S vatika linic All lear linic Plus Sunsilk D ve Garnier Fructis

44

Sufficient supply of stocks with Schemes/offersRAN ING RANK 1 RANK 2 RANK 3 RANK 4 RANK 5 RANK 6 RANK 7 RANK 8 Pantene H&S 5 8 6 8 21 17 18 3 17 15 18 19 11 9 4 2 Vatika 0 0 12 11 13 31 16 12 Clinic All Clear 11 14 13 11 9 6 3 7 Clinic Plus 37 16 11 10 10 11 2 3 Garnier Sunsilk Dove Fructis 14 2 16 14 13 5 6 3 6 7 8 5 8 11 13 2 2 2 1 2 2 3 8 19

40 35

3025

20 1510

5 RANK 8 0

INTERPRETATION: From the interpretation of the data, we come to know that Clinic plus and Clinic allclear are on no.1 and no.2 respectively.Head & Shoulders,sunsilk and Pantene are ranked after them. Dabur Vatika is ranked at no.6 that means it needs extra effort to make the products with schemes/offers available in the market.45

Sufficient supply of stocks with Schemes/offers

RANK 1 RANK 2RANK 3 RANK 4 RANK 5

RANK 6 RANK 7

a ntene

H&S

Vatika

Clinic All Clinic l us Clear

Sunsilk

o ve

Garnier Fructis

Adequacy of Advertising supportRAN ING RANK 1 RANK 2 RANK 3 RANK 4 RANK 5 RANK 6 RANK 7 RANK 8 Pantene H&S Vatika 5 14 7 23 8 10 20 12 16 20 15 10 18 0 5 0 Clinic All Clear 0 0 22 15 18 21 14 4 16 15 23 7 10 11 1 0 Garnier Clinic Plus Sunsilk Dove Fructis 20 15 4 8 13 10 7 10 9 10 9 6 7 5 15 6 11 5 15 5 9 20 7 5

40

3530

25 20

15

105

0

INTERPRETATION: When it comes to advertising Clinic plus and Head & Shoulders are no.1 and no.2 respectively. Clinic all clear is no.3 followed by Pantene, sunsilk and Dabur are on no.6 after that Garnier fructis and Dove ranked at 7 and 8 respectively.

1 1 4 1 11 29 34

Adequacy of Advertising support

RANK 1 RANK 2 RANK 3RANK 4 RANK 5

RANK 6 RANK 7 RANK 8 antene H&S Vatika Clinic All Clinic lus Clear Sunsilk ove Garnier Fructis

46

Effectiveness of the advertising in increasing salesRAN ING RANK 1 RANK 2 RANK 3 RANK 4 RANK 5 RANK 6 RANK 7 RANK 8 Panten e H&S Vatika 5 12 8 25 9 10 21 16 18 20 16 14 11 3 4 0 Clinic All Clear 0 0 10 17 13 18 22 19 13 12 12 10 17 8 7 1 Sunsil Dov Garnier Clinic Plus k e Fructis 20 15 5 8 14 7 7 16 12 13 9 7 11 5 16 9 4 1 13 10 11 17 4 8

30 25 20 15 RANK 4 10 5 RANK 7 0RANK 8

INTERPRETATION: When it comes to advertising Clinic plus and Head & Shoulders are no.1 and no.2 respectively. Sunsilk is no.3 followed by Pantene and Dove. Dabur Vatika(no.6), Garnier Fructis and Clinic all Clear in other positions. The advertising of Dabur Vatika is not able to communicate to its target market.

1 1 1 3 1 11 15 14

Effective ess of t e a vertisi g i i creasi g salesRANK 1RANK 2 RANK 3

RANK 5 RANK 6

Pantene

H&S

Vatika

linic All lear

linic Plus

Sunsilk

D ve

Garnier Fructis

47

A e uac of shop-base material li e posters, stic ers, anglers etcRANKING RAN 1 RAN 2 RAN 3 RAN 4 RAN 5 RAN 6 RAN 7 RAN 8 Panten e H&S vatika 3 19 9 4 13 21 17 19 9 18 17 16 13 6 5 4 Clinic All Clear 3 1 7 9 10 38 16 7 Sunsil Clinic Plus k 13 31 15 22 21 7 14 5 2 4 16 11 8 11 7 12 7 14 11 13 11 5 9 1

40

30

RAN 3 RAN 4

20

RAN 6 RAN 7RAN 8

10

0

I TERPRETATI From the interpretation of the data, we come to know thatClinic Plus and Clinic allclear are on no. and no. respectively.Head Shoulders and Sunsilk are ranked after them.Pantene is ranked at no. followed by Dabur Vatika which is ranked at no. that means it needs to give arnier are no. and no. effort towards more POP Displays in the retail outlets. ove D respectively.48

Pa te e

H&S

vatika

Cli ic All Cli ic Pl s S Clear

silk

Dove

Gar ier Fr ctis

1

RAN 5

2

RAN 2

3

Dov Garnier e Fructis 8 6 12 13 8 12 10 5

2 3 2 6 3 6 11 20

RAN 1

Quality of Media advertisingRAN ING RANK 1 RANK 2 RANK 3 RANK 4 RANK 5 RANK 6 RANK 7 RANK 8 Panten e H&S Vatika 8 12 9 30 12 16 21 12 20 9 7 8 12 8 3 Clinic All Clear 1 3 17 11 21 20 13 8 10 18 20 10 7 4 3 Sunsil Dov Garnier Clinic Plus k e Fructis 15 11 4 12 17 6 3 13 7 4 11 5 6 2 11 9 9 10 22 1 12 30 2 10

35 3025 20 RANK 1 RANK 2

15 105

0

INTERPRETATION: When it comes to advertising Clinic Plus and Head & Shoulders are no.1 and no.2 respectively. Clinic all clear is no.3 followed by Pantene, Dabur Vatika, Dove, Garnier Fructis and Sunsilk in other positions. The quality of media advertising of Dabur Vatika is at no.5 which can be improved.

1 1 2 3 2 5 10 25

Quality of Media advertising

RANK 3 RANK 4 RANK 5 RANK 6RANK 7 RANK 8

Pantene

H&S

Vatika

linic All lear

linic Plus

Sunsilk

D ve

Garnier Fructis

49

Frequency of merchandisingRAN ING RANK 1 RANK 2 RANK 3 RANK 4 RANK 5 RANK 6 RANK 7 RANK 8 Panten e H&S Vatika 4 12 12 7 9 19 12 10 1 16 11 23 12 5 Clinic All Clear 1 1 7 10 13 19 17 6 Sunsil Dov Garnier Clinic Plus k e Fructis 12 13 10 4 13 16 14 8 1 3 9 10 9 12 14 20 6 12 9 14 15 8 6 2 8 10 7 10 4 3 1 1 1 2 3 6 32

35

30 2520

15 105

0

INTERPRETATION: From the interpretation of the data, we come to know that Sunsilk and Clinic allclear are on no.1 and no.2 respectively. Dove, Head & Shoulders, Pantene are ranked after them. Dabur Vatika is ranked at no.6 that means it needs to give maintain more merchandising activities at the retail outlets. Clinic plus & Garnier are no.7 and no.8 respectively .

2

Frequency of merchandising

RANK 1RANK 2 RANK 3

RANK 4 RANK 5 RANK 6 RANK 7RANK 8

a ntene

H&S

Vatika

Clinic All Clinic lus Clear

Sunsilk

o ve

Garnier Fructis

50

Quality of merchandisingRAN ING RANK 1 RANK 2 RANK 3 RANK 4 RANK 5 RANK 6 RANK 7 RANK 8 Panten e H&S Vatika 2 10 10 11 8 12 12 10 1 15 8 7 10 5 6 8 Clinic All Clear 1 1 4 7 12 20 18 15 Sunsil Dov Garnier Clinic Plus k e Fructis 15 18 15 4 11 14 6 4 2 3 4 8 6 7 13 15 6 8 8 2 13 10 11 8 10 7 9 6 11 1 1 1 2 4 9 25

30

25

20

15RANK 4 RANK 5

10

5

0

INTERPRETATION: From the interpretation of the data, we come to know that Clinic Plus and H&S are on no.1 and no.2 respectively.Clinic all clear , sunsilk, Pantene are ranked after them. Dabur Vatika is ranked at no.7 that means it needs to provide high quality merchandising at par with its other competitors at the retail outlets.Garnier is at no.8 respectively.51

2

Quality of merc a

isi g

RANK 1 RANK 2 RANK 3

RANK 6 RANK 7 RANK 8

antene

H&S

Vatika

Clinic All Clinic lus Clear

Sunsilk

ove

Garnier Fructis

FINDINGSy During the survey it was found that the availability of Dabur Vatika shampoo (in lari) was less as compared to other competitor brands. y The visibility of Dabur Vatika shampoo (in lari) was also not good in most of the retail outlets. y All the variants Dabur Vatika Shampoo (sachets) are not properly merchandised. y The retailers not satisfied with the credit system. They want more credit days for the payment. y We found that in some of the retail outlet which are located in the interior dont get the adequate and frequent supply of the Dabur product. y The profit margin on Dabur Vatika shampoo (sachets) is less as compared to other competitor brands. y The frequency of consumer sales promotion and retailer sales promotions is not upto the mark. y The retailers are not satisfied with the damage settlement of Dabur Vatika shampoo done by the stockiest. y The retailers responded negatively when it came to marketing and promotional activities of Dabur Vatika shampoo with respect to other competitor brands. y In some of the store we found that retailers are complaining about the behavior of the sales person as they are saying that they will supply the Dabur products only when if the purchase more than 5000 at a time. y There are 10 outlets are covered indirectly through wholrsalers. y There are 10 outlets using self managed transportation to get their required products from the nearer market.

52

RECOMMENDATIONSy The availability and visibility of a product should be emphasized.

y Better distribution channel should be maintained. y Company should introduce sales promotion schemes like free weight, contest, free gifts trials, offers etc and consider more below the line promotion for Bhubaneswar. y A proper feedback mechanism should be established so that feedback from consumer & retailers should be taken and implemented. y There should be incentives for merchandisers for every display they enroll. y Selection of skilled and trained salesman affects the sales. y Right on time concept is very important in the FMCG Industry because in the absence of it retailers purchase other company products. y Frequency of advertisement should be increased to make the consumer familiar to products. y Promote Vatika anti-dandruff variants- so that it will compete with the Head & shoulder and Cilinic all Clear. y Consumers have strong perception and belief about the Ayurvedic nature of the Dabur, so that company should come with the Ayurvedic concept Shampoo to harness that segment of the consumer.

53

CONCLUSIONIn the era of the tough competition in FMCG market. The major sales and distribution make the product available and visible in the marketing effective coverage play a vital role for sustain or make the product growing. So, in my project as Dabur is already having a very good distribution network in the market. It should focus on new strategies product like Vatika . Vatika goal can be achieved efficiently and effectively distribution system.

54

BIBLIOGRAPHY

Websites

y www.google.com y www.dabur.com y www.business-standard.com y www.wikipedia.com y www.marketresearch.com y www.timesofindia.com

Books referred to;

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