Marketing Strategy of Dabur Product

A research PROJECT report ON MARKETING STRATEGY OF DABUR PRODUCT

Submitted to Utter Pradesh Technical University, Lucknowfor the partial fulfillment for the Degree ofmaster OF business administration

Submitted To:

Dr. AJAY TRIPATHI Dr. ASHWANI VARSHNEY Project Supervisor HOD (Management)

Submitted By: VIPUL KUMAR SINGHRoll NO.: 1211670138

JAIPURIA INSTITUTE OF MANAGEMENT14- C, VASUN1DHARA, GHAZIABAD.

CERTIFICATE

This is to certify that VIPUL KUMAR SINGH a student of Master of Business Administration, Batch (2012-14) of JAIPURIA INSTITUTE OF MANAGEMENT, Roll No. 1211670138 has undertaken the Research under my guidance for the Research Project Title MARKETING STRATEGIES OF DABUR PRODUCT. This Research Project Report is prepared in partial fulfillment for the Degree of Master of Business Administration by Utter Pradesh Technical University, Lucknow.

To the best of my knowledge, this research work is original and no part of this report has been submitted by the student earlier to any other institution / university.

Dr. AJAY TRIPATHI Dr. ASHWANI VARSHNEY

Project Supervisor HOD (Management)

ACKNOWLEDGEMENT

It is with the feeling of satiated and sense of zenith that I draft this acknowledgement note. I wish to express my gratitude to those who have generously helped me to compile the Dissertation and stand up high, to the expectation of the institute.I would like to express sincere gratitude to Dr. AJAY TRIPATHI and Dr. ASHWANI VARSHNEY my faculty members guidance for his considerable advice, time and substantial encouragement throughout the course of this dissertation.Last but not the least; I would like to thank my friends for their diligent endeavor and earnest desire to lead me towards my path of perfection.

VIPUL KUMAR SINGH MBA- IV (SEM)

TABLE CONTENT SUB TOPIC PAGE NO

INTRODUCTION OF THE COMPANY 6 I. COMPANY PROFILE 8II. COMPANY HISTORY 10III. FINANCIAL REPORT 13

PRODUCT PROFILE 15 PRODUCT LINE 16I. OVERVIEW OF THE HAIR OIL SEGMENT 19a) OVERVIEW OF VATIKA 20b) STP ANALYSIS OF VATIKA HAIR OIL 22c) MARKET MIX OF VATIKA HAIR OIL 24 II STP ANALYSIS OF DABUR CHYAWANPRASH 35 III MARKETING MIX OF DABUR CHYAWANPRASH 38 IV ADVERTISING 39

SWOT ANAYSIS 52

ANSOFFIS PRODUCT MARKET EXPANSION GRIP 54

OBJECTIVE 57

RESEARCH METHODOLOGY 58

FINDING & ANALYSIS 63

CONCLUSION 86

LIMITATION 89

RECOMMENDATION 91

ANNEXURE 93

BIBLIOGRAPY 98

INTODUCTION OF COMPANY

Introduction to the Topic

The origin of Dabur can be traced back to 1884 when Dr. S.K. Burman started a health care products manufacturing facility in a small Calcutta pharmacy. In 1896, as a result of growing popularity of Dabur products, Dr. Burman set up a manufacturing plant for mass production of formulations. In early 1900s, Dabur entered the specialized area of nature based Ayurvedic medicines. In 1919, Dabur established research laboratories to develop scientific processes and quality checks. In 1936, Dabur became a full-fledged company with the name Dabur India (Dr. S.K. Burman) Pvt Ltd. Dabur shifted its operations to Delhi in 1972. Dabur became a Public Limited Company in 1986 and Dabur India Limited came into existence after reverse merger with Vidogum Limited. In 1992, Dabur entered into a joint venture with Agrolimen of Spain to manufacture and market confectionary items in India. In 1994, Dabur raised its first IPO. In 1998, day to day running of the company was handed over to professionals. In 2000, Dabur achieved a turnover of Rs 1000 crores. In 2005, Dabur acquired Balsara. Dabur crossed $ 2 billion market cap in 2006. Some of the well-known brands of Dabur are: Amla Chyawanprash, Hajmola, Lal Dantmanjan, Nature Care, Pudin Hara, Babool Toothpaste, Hingoli, Dabur Honey, Lemoneez, Meswak, Odonil, Real, RealActiv and Vatika.

COMPANY OVERVIEW

Over its 120 years of existence, the Dabur brand has stood for goodness through a natural lifestyle. An umbrella name for a variety of products, ranging from hair care to honey, Dabur has consistently ranked among Indias top brands. Its brands are built on the foundation of trust that a Dabur offering will never cause one harm.The trust levels that this brand enjoys are phenomenally high. While Ries and Trout may ask What does Dabur stand forshampoo or digestive tablets? The answer is fairly simple, it stands for Indias fourth largest fast moving consumer goods company that both consumers and trade respect and trust unequivocally, and which has an annual turnover of over Rs 15 billion.The company has kept an eye on new generations of customers with a range of products that cater to a modern lifestyle, while managing not to alienate earlier generations of loyal customers.Dabur is an investor friendly brand as its financial performance shows. There is an abundance of information for its investors and prospective information including a daily update on the share price (something that very few Indian

brands do). Theres a great sense of responsibility for investors funds on view. This is a direct extension of Daburs philosophy of taking care of its constituents and it adds to the sense of trust for the brand overall.

COMPANY HISTORY

Dabur India Ltd. made its beginnings with a small pharmacy, but has continued to learn and grow to a commanding status in the industry. The Company has gone a long way in popularizing and making easily available a whole range of products based on the traditional science of Ayurveda. And it has set very high standards in developing products and processes that meet stringent quality norms. 1884 - Established by Dr. S K Burman at Kolkata

1896 - First production unit established at Garhia

1919 - First R&D unit established

Early 1900s Production of Ayurvedic medicinesDabur identifies nature-based Ayurvedic medicines as its area of specialization. It is the first Company to provide health care through scientifically tested and automated production of formulations based on our traditional science.

1930 - Automation and up gradation of Ayurvedic products manufacturing initiated

1936 - Dabur (Dr. S K Burman) Pvt. Ltd. Incorporated

1940 - Personal care through AyurvedaDabur introduces Indian consumers to personal care through Ayurveda, with the launch of Dabur Amla Hair Oil. So popular is the product that it becomes the largest selling hair oil brand in India.

1949 - Launched Dabur Chyawanprash in tin packWidening the popularity and usage of traditional Ayurvedic products continues. The ancient restorative Chyawanprash is launched in packaged form, and becomes the first branded Chyawanprash in India.

1957 - Computerization of operations initiated

1970 - Entered Oral Care & Digestives segmentAddressing rural markets where homemade oral care is more popular than multinational brands, Dabur introduces Lal Dant Manjan. With this a conveniently packaged herbal toothpowder is made available at affordable costs to the masses.

1972 - Shifts base to Delhi from Calcutta

1978 - Launches Hajmola tabletDabur continues to make innovative products based on traditional formulations that can provide holistic care in our daily life. An Ayurvedic medicine used as a digestive aid is branded and launched as the popular Hajmola tablet.

1979 - Dabur Research Foundation set up

1979 - Commercial production starts at Sahibabad, the most modern herbal medicines plant at that time

1984 - Dabur completes 100 years

1988 - Launches pharmaceutical medicines

1989 - Care with funThe Ayurvedic digestive formulation is converted into a children's fun product with the launch of Hajmola Candy. In an innovative move, a curative product is converted to a confectionary item for wider usage.

1994 - Comes out with first public issue

1994 - Enters oncology segment

1994 - Leadership in health careDabur establishes its leadership in health care as one of only two companies worldwide to launch the anti-cancer drug Intaxel (Paclitaxel). Dabur Research Foundation develops an eco-friendly process to extract the drug from its plant source

1996 - Enters foods business with the launch of Real Fruit Juice

1996 - Real blitzkriegDabur captures the imagination of young Indian consumers with the launch of Real Fruit Juices - a new concept in the Indian foods market. The first local brand of 100% pure natural fruit juices made to international standards, Real becomes the fastest growing and largest selling brand in the country.

1998 - Burman family hands over management of the company to professionals

2000 - The 1,000 crore markDabur establishes its market leadership status by staging a turnover of Rs.1, 000 crores. Across a span of over 100 years, Dabur has grown from a small beginning based on traditional health care. To a commanding position amongst an august league of large corporate businesses.

2001 - Super specialty drugsWith the setting up of Dabur Oncology's sterile cytotoxic facility, the Company gains entry into the highly specialized area of cancer therapy. The state-of-the-art plant and laboratory in the UK have approval from the MCA of UK. They follow FDA guidelines for production of drugs specifically for European and American markets.

2002 - Dabur record sales of Rs 1163.19 crore on a net profit of Rs 64.4

FINANCIAL REPORT

INCOME 200720062005200420032002

Sales Turnover1778.021369.681268.721147.981232.31163.19

Excise Duty36.9326.8942.4965.473.3760.61

Net Sales1741.091342.791226.231082.581158.931102.58

Other income19.3122.3411.9711.739.6116.74

Stock Adjustments22.19-4.247.96-25.78-3.5816.85

Total Income1782.591360.891246.161068.531164.961136.17

EXPENDITURE

Raw Materials558.4428.7447.19405.32452.7466.87

Power & Fuel Cost30.5926.2821.6917.1219.8418.31

Employee Cost109.7791.2374.9970.389.4777.46

Other Manufacturing

Expenses255.13153.35111.9180.4674.7374.23

Selling and Adm Exp460.52365.33368.11329.47360.09350.03

Miscellaneous Expenses55.1756.3635.529.0932.1526.13

Total Expenditure1469.581121.251059.39931.761028.981013.03

Operating Profit313.01239.64186.77136.77135.98123.14

Interest6.815.734.667.5818.426.64

Gross Profit306.2233.91182.11129.19117.5896.5

Depreciation21.9819.0517.115.7522.0420.99

Profit Before Tax284.22214.86165.01113.4495.5475.51

Tax31.5218.08138.757.624.92

Fringe Benefit tax3.283.70000

Deferred Tax-2.66443.4935.56

Reported Net Profit252.08189.08148.01101.284.9265.03

Extraordinary Items8.291.943.612.60.582.98

Adjusted Net Profit243.79187.14144.498.684.3462.05

PRODUCT PROFILE

PRODUCT LINE

Foods

Real Real Activ Hommade Lemoneez Capsico

Health Care

Baby Care Dabur Lal Tail Dabur Baby Olive Oil Dabur Janma Ghunti

Health Supplements Dabur Chyawanprash Dabur Glucose D

Hajmola Yumstick Hajmola Mast Masala Anardana Hajmola Hajmola Candy Hajmola Candy Fun 2

Pudin Hara (Liquid and Pearls) Pudin Hara G Dabur Hingoli

Skin Care

Gulabari Vatika Fairness Face Pack

Natural Cures Shilajit Gold Nature Care Sat Isabgol Shilajit Ring Ring Itch Care Backaid Shankha Pushpi Dabur Balm Sarbyna Strong

Personal Care

Hair Care Oil Amla Hair Oil Amla Lite Hair Oil Vatika Hair Oil Anmol Sarson Amla

Hair Care Shampoo Anmol Silky Black Shampoo Vatika Henna Conditioning Shampoo Vatika AntiDandruff Shampoo Anmol Natural Shine Shampoo

Oral Care Dabur Red Gel Dabur Red Toothpaste Babool Toothpaste Dabur Lal Dant Manjan Dabur Binaca Toothbrush

Ayurvedic Specialities

Ayurveda Ayurveda Vikas

Overview of the Hair Oil segmentIn the last quarter of the previous century Indian women have imbibed global mores, ethics, fashions and styles in a remarkable way. Yet the popular iconography of Indian beauty still associates them with beautiful fair skin and dark, long lustrous hair a commonly accepted definition of beauty in Indian society.Across the country, mothers spend endless hours teaching their daughters what their mothers had taught them about maintenance of their natural beauty taken primarily as caring for the skin and hair. In the hair care regime, of the numerous prescriptions none is more universally accepted than the oiling of hair for nourishment and use of home-made concoctions of henna and shikakai paste for conditioning them. It would come as a surprise to only a few that hair oils have a penetration of almost 98% (Source: IRS 2003). Of the branded market, hair oils form a major chunk accounting for Rs. 13 billion with coconut hair oils as the prime segment at Rs. 9.1 billion. (Source: ACNielsen ORG-MARG 2003).

Overview of VATIKA

The Vatika brand was launched in 1995 with Vatika Hair Oil as its first product. In the very first year of its launch it crossed Rs. 100 million in turnover. Over the years, Vatika has come to be amongst the companys highest selling brands. It was joined in 1997 by Vatika Henna Cream Conditioning Shampoo and later, in 2000, by Vatika Anti-Dandruff Shampoo. In 2003, brand sales crossed Rs. 1,000 million. From the companys perspective, Vatika is expected to continue to drive its growth in the years to come. With its innovative offerings, the brand aims to become a frontrunner in the market for hair care and skin care products.Vatika is a comparatively young brand but is already acknowledged for the qualitatively influential and pioneering role that it has played in the evolution of the categories it has had a presence in. Currently, the total annual sales of Vatika products are over Rs. 1,000 million. Of this, Vatika Hair Oil enjoys a 6.4% market share in the coconut hair oil category (Source: ACNielsen ORG-MARG, 2003). Vatika has not just been successful in garnering a premium image but, today, stands as the preferred and trusted brand of 11.1 million users (Source: IRS Household Data)

Product

Dabur Chyawanprash is the leader in the Chyawanprash category and enjoys a market share of 61 per cent. In 50s Dabur pioneered the concept of branded Chyawanprash and since has invested heavily in product development, clinical studies and consumer awareness. The product is essentially a health supplement.Known as the elixir of life, Chyawanprash has (clinically) proven benefits in maintaining smooth body functioning. The principal ingredient Amla (Indian Gooseberry) acts as an anti-oxidant and immuno-stimulant. Dabur Chyawanprash helps in stimulating immune system, relieving stress, improving stamina, fighting aging through anti-oxidant property, improving lung function, fighting respiratory infections & building resistance to disease. It is these properties that make Dabur Chyawanprash a preferred choice for its users.Ingredients of Dabur Chyawanprash VishwastAmla, Ashwagandha, Hareetaki, Dashmul, Ghrit and severalother herbs and herbal extracts. SpecialVishwast fortified with additional health beneficial herbs likeKeshar, Akarkara etcPACKAGING

The figure above shows the evolution of the packaging of Dabur Chyawanprash. Dabur continuously innovates the package and branding of its chayawanprash. It launched Dabur Chyawanprash first in 1949 in a tin pack and it was the first branded Chyawanprash in India. Later Dabur came out with its new packet of Chyawanprash with Amitabh Bachchan as their brand ambassador. It also received Brand Relaunch of the Year award from IMA.Available inDabur Chyawanprash is available in three sizes to cater to the needs of different types of people. 1. One kilogram pack2. 500 gram pack3. 250 gram pack

Stp Analysis of Vatika hair oil

Segmentation

vatika Hair Oil was launched at an almost 100% premium to the market leader. This meant that the segment of the market that dabur wanted to cater to was the premium segment which valued nourishment of the hair above the price and it tried to attend to that segment which was not price sensitive.

TArgeting

This was in line with its proposition and overall brand strategy of a premium up-market product targeted for individual needs as opposed to the collectivist culture of the category. It targeted the high income urban category of hair oil users. Since the product was expensive it could mainly cater to the urban market as opposed to the rural market where consumers are highly price sensitive. Being positioned as having amla, henna and lemon extracts, the product was targeted towards the young, contemporary, educated, multi-faceted, achievement-driven and confident women who were positioned as the Vatika Woman.

POSITIONING

Total hair Care brandThe 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 home-grown remedies. By offering hair oil that combined the benefits of natural products in a single pack, Vatika created a niche for itself as the total hair care brand.

Natural offeringVatika 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

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.Through creation of the concept of Vatika woman,it has tried to carve out a new positioning in the minds of the new age woman.

MARKETING MIX OF VATIKA HAIR OIL

Vatika Hair Oil has made a huge impact with its innovative product offering, pricing strategy, easy availability and promotion campaigns. In the marketing mix of Dabur, we shall be discussing the 4 Ps of marketing mix with respect to Vatika Hair Oil. The mix shall be analyzed as followed: Product Price Place PromotionProductPricePromotionPlace

Product Variety Quality Design Features Brand Names Services List Price Discount Financing Schemes Credit Terms Advertising & Promotion Public Relations Sponsorships Internet Marketing Channels Location Inventory

PRODUCT Brand Name: 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, the mother brand being Vatika Hair Oil.. Innovative product offering:. Vatika Hair Oil is coconut hair oil with special ingredients adding value to the product. While coconut oil has been regularly used by Indian women as a basic hair nutrient, a combination of herbs and natural products such as henna, amla and lemon have been used for special hair needs.Coconut hair oil provides nourishment to the hair, while henna along with other herbs coat the hair and protect it from oxidation, thereby maintaining its natural colour. Amla strengthens hair roots and helps maintain their natural health and thickness. Lemon with its astringent action controls sebum flow and helps in prevention of dandruff. Apart from henna, amla and lemon, it also contains other natural ingredients like brahmi, neem, bahera, kapur, kachari, harar, dugdha and sugandhit dravyas.Packaging: The qualities of Vatika products, ascribed to the brand by hundreds of thousands of satisfied consumers, have been further underlined by its attractive packaging. In a category dominated by bluepacks as analogous of pure coconut oils, Vatika broke the norm with its white and green bottle with a mushroom cap.The green-and-white colours, used in its packaging, reflect the brands natural ancestry and give it a premium look. These also help Vatika stand out in the cluttered environment of Indian retail.Available inBottles 75 ml, 150 ml, 300 mlFlip cans 150 ml, 300 mlFlip cans were introduced for the winter season.Quality Vatika products contain natural ingredients that have been blended together through scientific processes at Daburs in-house research laboratories. Dabur Research Foundation has more than 100 scientists working together to make superior quality products that match international standards.

PRICE

In the traditional coconut hair oil category, which presumably had price sensitive consumers, Vatika Hair Oil with its value added proposition henna, amla and lemon in a pure coconut oil broke this myth when it launched at almost a 100% premium to the market leader; even with such a pricing strategy it was able to garner a significant share from the leader in the very first year of its launch.

The table above shows that Dabur Vatika is one of the highest priced of hair oils since it targets the higher income class and also that the prices have remain unchanged since 1999.

PRICE/QUALITY MATRIX

PriceQualityHighMiddleLow

HighLuxury SegmentVATIKAIdeal For Penetration

Premiere Offering

MiddleOverpricedAverageReal Bargain

LowMake The Sale and RunUnhappy CustomersCheap Goods

PLACEVatika products including Vatika Hair Oil are sold in 38 countries through more than 15 lakh retail outlets and 5,000 distributors who service the entire country through a wide marketing network.

Daburs distribution network extends beyond India in the following countries as well:Distribution Network Central, North & South America Australia Asia Middle East North & South Africa East & West Europe

PROMOTION

Vatika the key focus brand of the company has always been well supported. The company realised early that, from the perspective of brand building, it was vital to invest in this brand.

.Vatika Hair Oils first promotion: It focussed on the key benefit beautiful hair without hair problems that came about as a result of the extra nourishment through the value addition of henna, amla and lemon-derived additives.

Creating conceptual awareness: In the initial phase of the communication, the marketing objective was to create conceptual awareness about the new product the goodness of coconut oil

enriched with natural herbs. Vatika was firmly established as the leader in the new category of value-added hair oils and its promotion campaign was so successful that the product segment itself came to be identified with Vatika.

In 1997, the company created a new promotion campaign which reinforced the obvious fact that most coconut oil brands were not equipped to combat the effects of pollution, hard water and chemicals the major causes of hair ailments and hair deterioration.

ADVERTISING

Advertising is some form of paid-for method of communicating with the target audience to inform, educate, reinforce or persuade, leading to mutually satisfactory exchangeNothing can happen without establishing the brands heritage emphasizing technological prowess, explaining benefits and building bonds with prospective buyers. Ads are necessary because the images are still mouldable and fluid and the consumers sophistication level is low. Vatika Hair Oil uses a number of advertising media like television, print, internet, outdoor media which includes hoardings.Events: In a series of other promotional activities, Vatika has been associated with shows and sponsored events such as the Vatika Super Model India 2001 and Vatika Zee Sangeet Awards. It has also had a strong association, since its inception, with Movers and Shakers the popular TV show.

Celebrity Endorsements: The idea of using an extraordinary hair oil that offered extra nourishment was communicated through campaigns featuring icons such as Mandira Bedi, Shefali Chhaya and Sudha Chandran all modern, young women perceived to have that extra edge in their personality.A number of commercials over the years have featured personalities like Aditi Govitrikar, Preeti Jhangiani and Shweta Jaishankar.To infuse the values of youthfulness and natural beauty, Rani Mukherjee is the current brand ambassador

Stp Analysis of DABUR CHYAWANPRASH

SEGMENTATION

Dabur Chyawanprash is the market leader in the Chyawanprash segment. It comes under the category of health supplements. The segments that it considers are growing kids, competitive youth, ever busy housewives and the aged.For the growing kids: In today's competitive environment, the children are under high pressure to excel.For the competitive youth: Modern life keeps the youth busy and demands them to be active and efficient.For ever-busy housewives: The 'homemaker' needs to be fit in order to shoulder all responsibilities.For the aged: Old age weakens a person physically and mentally.After segmenting the population into these categories it aims to keep them fit and healthy.

TARGETING

Traditionally, chyawanprash was supposed to be a health supplement for the aged and kids. Dabur Chyawanprash (DCP) is now targeting adults, housewives, youth and kids .This it is trying to achieve through its promotion activities by making Amitabh Bacchan and Vivek Oberoi do the endorsement act. Amitabh has been projected as a user of Chyawanprash attempting to establish the relevance of DCP amongst the adults in todays demanding lifestyle. Vivek, who represents an urban ambitious non-user with a mindset that Chyawanprash is not for him, meets his moment of truth when outperformed by a young Chyawanprash user, thus reaching out to kids. His final conversion from a non-user to a Chyawanprash user connects with the Youth. These two ads compliment each other and connect very well with the targeted consumers

POSITIONING

"Andar se strong: Dabur chyawanprash has the tag line "Andar se strong By using a natural language instead of scientific language it is able to connect with the consumers and is able to achieve a better positioning in the minds of the Indian health conscious consumer. A category like Chyawanprash for instance needs to understand that in employing the category language it loses any chance of expressing its own benefit distinctively.

Holistic Health benefit of Ayurveda: Dabur Chyawanprash helps in stimulating immune system, relieving stress, improving stamina, fighting aging through anti-oxidant property, improving lung function, fighting respiratory infections & building resistance to disease. The brand conveys this health conscious holistic view of the product.Brand Trust: Over 100 years of Daburs experience in Ayurveda ensures selection, processing and quality control of right herbs along with scientific and clinical studies makes DCP a trustworthy offering for consumers. Consumers view DCP as a product by a trusted brand and therefore do not need to think twice before making a purchasing decision.

MARKETING MIX OF DABUR CHYAWANPRASHDabur Chyawanprash is the market leader in the chyawanprash segment and has achieved this with its innovative product offering, pricing strategy, easy availability and promotion campaigns. In the marketing mix of Dabur, we shall be discussing the 4 Ps of marketing mix with respect to Dabur Chyawanprash. The mix shall be analyzed as followed: Product Price Place Promotion

ProductPricePromotionPlace

Product Variety Quality Design Features Brand Names Services List Price Discount Financing Schemes Credit Terms Advertising & Promotion Public Relations Sponsorships Internet Marketing Channels Location Inventory

Product

Dabur Chyawanprash is the leader in the Chyawanprash category and enjoys a market share of 61 per cent. In 50s Dabur pioneered the concept of branded Chyawanprash and since has invested heavily in product development, clinical studies and consumer awareness. The product is essentially a health supplement.Known as the elixir of life, Chyawanprash has (clinically) proven benefits in maintaining smooth body functioning. The principal ingredient Amla (Indian Gooseberry) acts as an anti-oxidant and immuno-stimulant. Dabur Chyawanprash helps in stimulating immune system, relieving stress, improving stamina, fighting aging through anti-oxidant property, improving lung function, fighting respiratory infections & building resistance to disease. It is these properties that make Dabur Chyawanprash a preferred choice for its users.Ingredients of Dabur Chyawanprash VishwastAmla, Ashwagandha, Hareetaki, Dashmul, Ghrit and severalother herbs and herbal extracts. SpecialVishwast fortified with additional health beneficial herbs likeKeshar, Akarkara

Packaging

The figure above shows the evolution of the packaging of Dabur Chyawanprash. Dabur continuously innovates the package and branding of its chayawanprash. It launched Dabur Chyawanprash first in 1949 in a tin pack and it was the first branded Chyawanprash in India. Later Dabur came out with its new packet of Chyawanprash with Amitabh Bachchan as their brand ambassador. It also received Brand Relaunch of the Year award from IMA.

Available inDabur Chyawanprash is available in three sizes to cater to the needs of different types of people. 1. One kilogram pack2. 500 gram pack3. 250 gram pack

PRICE

The pricing of Dabur chyawanprash is very competitive. Dabur chyawanprash uses second degree price discrimination i.e more the quantity, lower the price.1kg Rs.175.00500gms Rs.100.00250gms Rs. 55.00

PRICE/QUALITY MATRIXPriceQualityHighMiddleLow

HighLuxury Segment

Ideal For PenetrationDABUR CHYAWANPRASHPremiere Offering

MiddleOverpricedAverageReal Bargain

LowMake The Sale and RunUnhappy CustomersCheap Goods

PLACEDabur has a very wide distribution of its products through 1.6 million retail outlets and 50 C & F agents all over India who distribute products to the retailers. A distribution of C & F agents and manufacturing locations is given below.

Daburs distribution network extends beyond India in the following countries as wellDistribution Network Central, North & South America Australia Asia Middle East North & South Africa East & West Europe

PROMOTIONThe main form of promotional activities of Dabur chyawanprash are concentrated towards advertising and it has neglible sales promotional activities.

AdvertisingNothing can happen without establishing the brands heritage emphasizing technological prowess, explaining benefits and building bonds with prospective buyers. Ads are necessary because the images are still mouldable and fluid and the consumers sophistication level is low. Dabur chyawanprash is advertised on print media as well as on television.The company has launched two ads, one each with Amitabh and Vivek, in national electronic media followed by a series of print media campaign directed towards creating awareness to educate people about the holistic benefits of Chyawanprash.The ads have been created by McCann Ericsson and the company would be spending close to Rs 10 crore in promotional campaign this year. The ads would also be translated in Bengali. These advertisements are supposed to target the old and the younger generation respectively.

Advertisement showing Vivek Oberoi

A little boy suggests his brother To which the brother replies, to have Dabur Chyawanprash Mujhe iski kya zaroorat? everyday.

The boy asserts, Zaroorat The big brother follows him but hai! and starts running. is unable to catch him using every way.

Running with super energy the boy ...the big brother also dives in the dives into the river. Not to be left behind... river but ultimately stops when he get tired

With no option left he agrees The ad ends on the big brotherwith his younger brother, maan promising to have a spoon of thegaye guru, tere Dabur chyawanprash everyday. But OurChyawanprash ko younger one insists on two spoons.

COMPETITOR ANALYSIS

The key competitors of Dabur in the Chyawanprash segment are Baidyanath, Zandu and Himani, which together with Dabur have about 85% of India's domestic market. Dabur is India's largest Ayurvedic medicine supplier and the fourth largest producer of FMCG. It was established in 1884, and had grown to a business level in 2003 of about 650 million dollars per year, though only a fraction of that is involved with Ayurvedic medicine. Dabur Chyawanprash (herbal honey) has a market share of 61%.We have tried to analyse the competition for Dabur in the Chyawanprash segment as follows:

Sri Baidyanath Ayurvedic Bhawan Ltd. (Baidyanath for short) was founded in 1917 in Calcutta, and specializes in Ayurvedic medicines, though it has recently expanded into the FMCG sector with cosmetic and hair care products; one of its international products is Shikakai (soap pod) Shampoo.Its Chyawanprash has a market share of 10%.

Zandu Pharmaceutical Works was incorporated in Bombay in 1919, named after an 18th-century Ayurvedic. The company focuses primarily on Ayurvedic products (in 1930, pharmaceuticals were added, but the pharmaceutical division was separated off about 30 years later).

The Emami Group, founded in 1974, provides a diverse range of products, doing 110 million dollars of business annually, though only a portion is involved with Ayurvedic products, through its Himani line; the company is mainly involved with toiletries and cosmetics, but also provides Chyawanprash and other health products.Its market share is 12%.

SWOT ANALYSIS OF DABUR

STRENGTHS Strong presence in well defined niches( like value added Hair Oil and Ayurveda specialities) Core knowledge of Ayurveda as competitive advantage Strong Brand Image Product Development Strength Strong Distribution Network Extensive Supply Chain IT Initiatives R & D a key strength.

WEAKNESS Seasonal Demand( like chyawanprash in winter and Vatika not in winter) Low Penetration(Chyawanprash) High price(Vatika) Limited differentiation (Vatika) Unbranded players account for the 2/3rd of the total market(Vatika)

OPPORTUNITIES Untapped Market(Chyawanprash) Market Development Export opportunities. Innovation Increasing income level of the middle class Creating additional consumption pattern

THREATS Existing Competition( like Himani, baidyanath and Zandu for Dabur Chyawanprash and Marico,Keo Karpin, HLL and Bajaj for Vatika Hair Oil) New Entrants Threat from substitutes (like Bryllcream for Vatika hair oil)

ANSOFFS PRODUCT MARKET EXPANSION GRID

MARKET PENETRATION: The new campaigns, featuring Amitabh Bachchan and, for the first time, Vivek Oberoi, makes an aggressive attempt to establish the relevance of Chyawanprash in an increasingly tough and demanding lifestyle, for the entire family. As a market leader, Daburs focus has been to increase the relevance of this time-tested and proven product in the family - both for users and non users - and increase penetration. In their new campaign they have tried to establish the fact that Chyawanprash, with its well - being properties, gives an edge to the users and dispel the myth that it should be consumed in illness or is meant only for Children or the aged.MARKET DEVELOPMENT: Dabur has identified exports as a major thrust area for the future. An international business division has been set up within the company to promote exports and it expect this business to grow steadily in the coming years. The company plans to focus on Russia and CIS countries along with Afghanistan, West Indies and the Asia Pacific region. It has also entered the North American markets by appointing distributors and initiating marketing of products to the ethnic Indian segment. The company has already been exporting hair oils, shampoos and Hajmola candies to Afghanistan. In Bangladesh, Dabur is entering into a joint venture with a local partner to manufacture and market its products. Dabur will hold a majority stake in this joint venture.PRODUCT DEVELOPMENT:Dabur India Ltd (DIL),buoyed by a bottom-line growth of 84 per cent in the first quarter this fiscal, would be investing significantly in the launch of several new products including Dabur Herbal Toothpaste and Vatika Henna Conditioning hair packs over the coming months. The Vice-President-Sales, Mr S. Raghunandan, said, "The FMCG industry cannot be defined only by the performance of large players. Smaller companies are now dictating terms and defining the market. DIL will launch new products backed by adequate research." Diversification: Diversification across product segments and markets is one of the key factors in favour of Dabur India. In 2001-02, Dabur India had three major revenue contributors FMCG products, pharmaceuticals and ayurvedic specialties, accounting for 76 per cent, 14 per cent and 7 per cent respectively, of its revenues. Dabur's FMCG product basket includes such strong brands as Dabur Chyawanprash, Vatika hair products, Hajmola digestive candy, Pudin Hara, Dabur Lal Dant Manjan and Dabur Lal Tail massage oil. In pharmaceuticals, Dabur India markets branded as well as bulk formulations, both in the domestic and export markets; oncologicals is a key focus area. Dabur's anticancer molecule DRF 7295 is currently in Phase I clinical trials on humans. In a bid to diversify its product portfolio, Dabur India Ltd (DIL) has entered the toilet soap market besides expanding its over-the-counter (OTC) medicine range with 10 new additions over the next few months. The company has begun test marketing toilet soaps under the brand name Vatika in West Bengal. There is a single variant, containing saffron and honey, right now and Dabur is positioning it on the herbal platform. Manufacturing of the soaps category is being outsourced at presentBesides diversifying its product portfolio under the Consumer Care Division (CCD) with a foray into soaps, DIL has also decided to enhance focus on the Consumer Healthcare Division (CHD) this fiscal. The newly created CHD division within DIL deals in prescription-based Ayurvedic medicines and over-the-counter (OTC) products. Traditionally a business with low growth prospects, CHD closed 2004-05 at Rs 107.8 crore.Some of the existing OTC products of DIL include cough and cold formulation Honitus, isabgol called Naturecure, and memory enhancer Shankhpushpi .The company plans to launch other products under its own brand name in Russia and has already launched Dabur Boro Glow.

OBJECTIVE OF THE STUDY

To know the customer awareness about the brands of the Dabur.

To aware about the mostly preferred brand among the customer and

Retail Stores. To survey with customers and Retail Stores to know the Marketing

Strategies of Dabur. To know about STP strategies of company to attract customers towards brands. To aware about the Schemes whatever provided by company to

Retail Stores and Customers.

Research Methodology

Research PlanData source : Primary data and secondary data Research approach : Observation & SurveyResearch instrument : Questionnaire for consumers, retailers & dealersSampling Plan :Sampling unit Sample size 100, Sampling procedure random Contact method: PersonalField work plan : Survey place & timeResearch & common platform, refer to a knowledge. Another definition of research & a careful investigation or enquiry specially through search for new fact in any brand of knowledge.Before embarking upon the research plan the research objective were specified. The clarity of the objective was helpful in carrying forth the project plan with core & with encumbrance.

Methodology used in surveyData collection : A structure from which is primary. In this sources of information was used in this research was designed in order to find out the various record information & also to fulfill the objectives of the project.All form filled by myself taking a part of on English. Some question were framed in the forms in directly so as to gather the information which . Would have been asked directly might have offered the retailers so that this had to be frame indirectly.Sample Selection : Area of study: I choose the routes to know the market conditions of the DABUR that what are the real position of DABUR in the market. The choosen route are given belowh Design

Methodology AdoptedAs the purpose of the project report is to analyse the consumable products successfully launched in the last three years.The data was collected both with the help of primary as well as secondary sources.

For primary data, I proceeded with the drafting of the questionnaire for consumers was structured as undisguised, & Personal -interview retailers. Distributors & wholesalers and it was handed personally by me to the respondents to be analysed.The questionnaire method was used-a)To get first and relevant and unbiased informationb)Questionnaire provides versatility and solutions can be obtained by just asking the questions.c)Questioning is usually faster and cheaper.d)Moreover, there is more control over data gathering activities.Secondary data was also collected personally by me, which the company has furnished for the general public. The secondary data was gathered with the help of various magazines, newspapers, journals, brochures and also through the internet. For secondary sources no field work was employed.In order to amplify the empirical findings from primary and secondary sources, a survey was conducted both of consumers and retailers Distributor & Wholesalers in order to gauge the market opinion.The questionnaire was of multiple choice and the pattern of questions was as simple as possible. With every question, multiple choices were given and

respondents were asked to select one of them. The questionnaire technique was structured and not disguised as the questions followed one pattern and reason behind the questionnaire was stated properly. All the questions were directly related to the subject.For Dabor Chyawanprash and Vatika hair oil.1)Sample size for customers were 150 in number and the universe comprised of all the consumers within the geographical region of Delhi.2)Sample size for retailers were 40 in number and the universe comprised of all the consumers within the geographical region or Delhi.3)Sample size for Distributor & Wholesaler were four in number & the universe comprised of all the consumers within the geographical region of Delhi.

RETAILER SURVEY RESULTSDABUR CHYAWANPRASH

1) Which brands of Chyawanprash do you stock?

ANALYSIS: In the survey most of the people know about DABUR CHYAWANPRSH as compare to other

2) Out of these which are the most preferred?

ANALYSIS: In the rating DABUR got highest position in retail survey

ZANDU,HIMANI got low position

3) According to you what are the reasons for customers preferences?

ANALYSIS : During the survey customer preferances to brand loyalty not for Price

4. What schemes are you offered by the companies?

ANALYSIS; Customer survey 60% price discount 5% byu one get one And 40%others companies also prefer

5).Does a change in price affect their preferences?

ANALYSIS: Changing price also affect their preference because they that time they

dont know which they prefer

CUSTOMER SURVEY RESULTSDABUR VATIKA

AWARNESS LEVEL

ANALYSIS: In this survey I got Parachute is the most preferred brand according to Awarness Level of Customer followed by Vatika.

PREFERRED BRAND

Analysis Parachute is the most preferred Brand among the customers followed by Vatika and Keo Karpin.

SATISFACTION LEVEL

Analysis The satisfaction level of customer towards Parachute, Keo Karpin and

Vatika are same and High followed by Nihar.

REASON TO BUY THE PREFFERED BRANDAnalysis The mostly reason to buy the preffered brand is Non Sticky followed by

the Price of the brand.

HOW DID YOU COME TO KNOW ABOUT THIS BRAND.

Analysis Most of the people came to know about this brand through TV followed by . WO

UNAVAILABILITY OF PREFERRED BRAND

ANALYSIS: The reason of unavailability of preffered brand is Purcha se another Brand followed by Wait constraints.

PREFERRED PACK SIZE

Analysis The mostly preferred pack size of the brand is 150 ml followed by 300 ml.

REASON TO SELECT PREFERRED PACK SIZE

Analysis The mostly rason to select preferred pack size is Availability of the brand followed by Price.

FREQUENCY OF PURCHASE

Analysis The mostly frequency of purchase the preferred brand is Two months

followed by One month.

RETAIL SURVEY RESULTSDABUR VATIKA

1) Which brands of Hair Oil do you stock?

Analysis Mario is the brands of hair that is mostly stocked by Retail Stores followed

by Vatika.

2) .Out of these which are the most preferred? Analysis Mario is the most preferred brand among the Retail stores followed by

Vatika and Hill.

3) According to you what are the reasons for customers preferences?

Analysis The mostly reasons for customers preferences is Brand Loyalty followed

by Price according to Retail Stores.

4) What is the profile of your typical consumer? Analysis The mail Profile of the customer of Retail Stores lies in the Middle income level followed by Low income level customer.

5) What schemes are you offered by the companies?

Analysis The mostly scheme that are provided by Companies to Retail Stores is

Price Discount followed by Buy One Get One offer.

6) What schemes does a consumer prefer most?

Analysis Customers mostly prefer the Price Discount Scheme followed by Buy One

Get One offer.

7) According to you, does in-store advertising have an affect on the consumers preference?

Analysis According to Retail Stores Advertising does not have an effect on the

consumers preferences.

8) Does a change in price affect their preferences

Analysis According to Retail Stores Price of the brand definitely affect the

preferences of customers.

CONCLUSIONSThe Chyawanprash Industry is yet to capture the beverage market in full swing. Packed Chyawanprash followed by Amla, Ashwagandha, Hareetaki, Dashmul, Ghrit and severalother herbs and herbal extracts. the market. The consumers patriotic love for tea and coffee is unfared. Chyawanprash are yet to establish their supplement use in the average household here in lies the great opportunities. Within the market, it is safe to conclude that dabur has hit off ratherwell with the masses. dabur has clearly lost it head start advantage and thereby acquiring just 35% of the market share while others enjoys rest of the market share. This could be well attributed to dabor successful ATA (Availability, Taste and Affordability) marketing module, the attributes most rated by the consumers. Lack of publicity has hampered the growth progress of the brand so aggressive advertising is needed to promote Chyawanprash and vatika hair oil brand .The brands such as that of Chyawanprash by vednath, Chyawanprash with its sonacahndi, Minute- made and also US food giantssDel Monte are ready to hit the Chyawanprash market very soon.Vatika hair oil has no major competition except an Australian Product Tobasco. As a new product so people are not able to digest it yet Dabur is getting 8 crores from Vatika hair oil in which accounts for 4 crores, Lemoneez 1 Crore & others 3 Crores .As the strategies of the companies keeps on changing, be it in Chyawanprash industry, a company has to create perceptions and cover them into realities. It is an expensive proposition requiring huge expenditure on advertising, sponsorships and media. Thus, the ideal company will be the one which combines the high end technology with consumer insight. As 16% of the excise duty is exempted on food products in this budget , Many food companies including Dabur got benefited from it . On the analysis of survey it was found that target Market of Chyawanprash want quality benefit rather then Price benefit, so it is better to stress on quality rather than on decreasing price to increase sales and profit. To increase market share Dabur should give slight price benefit on Dabur brand so that customers of other Juice brand should switch from other brand to Dabur brand . As vatika hair oil is a new product introduced by Dabur and as Dabur is getting excise benefit from the Government so Dabur should pass slight Price benefit to the target market so that target market should use the vatika hair oil and adopt it in making daily food thereby increasing the market share of vatika hair oil.

LIMITATION OF THE STUDY

It was quenching time in the shops that use to deal in and some retailers could not give proper attention towards our queries.

Some retailer did not co-operative with us as they thought; it is just wastage of time

There was no way to assess the reliability of the retailers. What ever they said had to be assumed to be truth.

Category wise search for retailer was a terrific job in the market.

Recommendations Focus on growing core brands across categories. Reaching out to new geographies, within and outside India. Improve operational 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 the deep knowledge of ayurveda and herbs with modern science. Provide consumers with innovative products within easy reach. Vatika hair care centre: On the lines of Maricos Kaya Skin Clinic, Dabur could start a venture called Vatika hair care centre which would provide total hair care solutions. It could have hair care experts to solve hair problems.Services could include dandruff treatment, straightening of hair, treatment for split ends,etc. Position Dabur Chyawanprash as not more of a medicine but as something which is necessary for health. More initiatives like Dabur ki Deewar to increase brand visibility. It is an initiative to occupy shelf space.

Consumer Questionairre- Dabur vatika HAIR OIL

Dear Respondent,Thanks for sparing few minutes to fill this questionnaire, which will help us to study the consumer perception for hair oil.Any information provided by you will strictly be used for Academic Purpose.1. Which brands of hair oil are you aware of?

Parachute Keo Karpin Nihar Hair And Care Dabur Vatika

2. Which brand of Hair Oil do you use?

Parachute Keo Karpin Nihar Hair And Care Dabur Vatika

3. Where would you rate your brand on a scale of 1 5 ( 5 being highest)?

1 2 3 4 5

4. What are the primary reasons for which you use this particular brand?

Non sticky Brand Loyalty Fragrance Price

5. How did you get to hear about this brand? TV Internet Word of Mouth Print

6. If your brand is not available you would..?

Purchase another brand Wait for it to be available Go for a substitute Buy what is offered by the retailer

7. Which pack size do you prefer?

75 ml 150 ml 300 ml

8. On what parameters do you choose this pack size?

Availability Price Family size Storage

9. How often do you buy?

Once in 15 days Once a month Once in two months

10. Are you satisfied with your brand?

Yes No

REFERENCES

Books: Kotler Philip, Marketing Management, 11th edition, 2003, Pearson Education Inc., P. 8-9.

Ramaswamy V S, Marketing Management, 3rd edition, 2002, Macmillan India Ltd., P. 5-10

Kothari C. R., Research Methodology, 2nd edition, 2002, New Age International Pvt. Ltd., P. 11, 130. Robbins Stephen P., Organizational Behaviour, 10th edition, 2004, Pearson Education Inc., P. 425-432.

Company Documents.

Websiteswww.google.comwww.dabur.comwww.tutor2u.net

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