dabur and para don tax

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Summer Internship Project Report

On

“A Comparative study of marketing strategies of Dabur Herbal

Toothpaste and Parodontax toothpaste in Kuwait”

ByVaibhav DhirA0102210145

MBA – M&S Class of 2012

Under the Supervision of

Mr Ramesh BaglaProfessor

Department of Marketing & Sales

In Partial Fulfillment of Award of Master of Business Administration

AMITY BUSINESS SCHOOLAMITYUNIVERSITY UTTAR PRADESH

SECTOR 125, NOIDA - 201303, UTTAR PRADESH, INDIA

AMITYUNIVERSITY UTTAR PRADESHAMITY BUSINESS SCHOOL

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DECLARATION

“A comparative study of marketing strategies of Dabur herbal toothpaste and Parodontax in

Kuwait”

I declare that the work presented for assessment in this summer internship report is my own, that

it has not previously been presented for another assessment and that my debts.

We further declare that the information presented in this project is true and original to the best of

my knowledge.

Date: 15-07-2011 Vaibhav Dhir Place: Noida A0102210145 MBA – M&S Class of 2011

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ACKOWLEDGEMENT

I would like to express my sincere thanks to my Industry guide Ms Bhaswati B Mazumder

Manager(operations) without her support I won’t have been able to get correct knowledge and

About various process in different departments.

I consider my proud privilege to express deep sense of gratitude to Prof. Ramesh Bagla for his

admirable and valuable guidance, keen interest, encouragement and constructive suggestions

during the course of the project.

I would also like to thank my mother Mrs. Rajni Dhir for her inspiration and moral support

received in completing this work.

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Table of Contents

I DECLARATION

II CERTIFICATE

III ACKNOWLEDGMENT

IV ABSTRACT

CHAPTER 1 INTRODUCTION

1.1 COMPANY PROFILE ( DABUR)

1.2 DABUR HISTORY

1.3 COMPANY PROFILE ( GSK )

1.4 GSK HISTORY

1.5 COMPARISIONS OF MARKETING STRATEGY OF DABUR AND GSK

CHAPTER 2 REVIEW OF LITERATURE

CHAPTER 3 RESEARCH METHOD AND PROCEDURE

3.1 RESEARCH PROCESS

3.2 RESEARCH METHODOLOGY

3.3 INSTRUMENT USED

3.4 RESEARCH QUESTIONS

CHAPTER 4 DATA ANALYSIS AND INTERPRETATIONS

CHAPTER 5 CONCLUSIONS

CHAPTER 6 LIMITATIONS AND RECOMMANDATIONS

CHAPTER 7 REFFRENCES

7.1 BIBLOGRAPHY

ANNEXURE 1

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ANNEXURE 2

ABSTRACT

My project is “ A Comparative study of marketing strategies of Dabur Herbal toothpaste and

Parodontax in Kuwait” this focuses mainly On comparison on two herbal toothpaste that is

Dabur herbal and parodontax toothpaste In Kuwait. This project would help us to know the

market share of Herbal toothpaste in Kuwait market and the individual market share of Dabur

herbal and Parodontax toothpaste in Kuwait.

This project will accomplish to understand different marketing strategy followed by Dabur

herbal toothpaste and Parodontax toothpaste to attain its desired market share in Kuwait.

After the extensive study and research I would be able to accomplish that why Dabur herbal

toothpaste has not achieved its desired market share and how it can achieve the desired

market Share with suitable suggestion and recommendation.

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Chapter 1 Introduction

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What is Toothpaste?

Toothpaste is a paste or gel dentifrice used with a

toothbrush as an accessory to clean and maintain

the aesthetics and health of teeth. Toothpaste is

used to promote oral hygiene: it serves as an

abrasive that aids in removing the dental plaque

and food from the teeth, assists in suppressing

halitosis, and delivers active ingredients such as fluoride or xylitol to help prevent tooth and gum

disease (gingivitis). Most of the cleaning is achieved by the mechanical action of the toothbrush,

and not by the toothpaste. Salt and Baking soda are among materials that can be substituted for

commercial toothpaste. Toothpaste is not intended to be swallowed.

What is Herbal Toothpaste?

Herbal toothpastes are made from

natural ingredients and some are even

certified as organic many consumers

have started to switch over to natural

toothpastes in order to avoid synthetic

and artificial flavors that are commonly

found in regular toothpastes. Due to the increased demand of natural products, most of the

toothpaste manufacturers now produce herbal toothpastes. This type of toothpaste does not

contain dyes or artificial flavors.Many herbal toothpastes do not contain fluoride or sodium

lauryl sulfate. The ingredients found in natural toothpastes vary widely but often include baking

soda, aloe, eucalyptus oil, myrrh, plant extract (strawberry extract), and essential oils.

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How Herbal toothpaste is better than other brand toothpaste?

What many people don’t know is that most brand-name toothpaste contains a number of

ingredients that are not healthy for you or the environment. Bleach and peroxide are commonly

used as whitening agents in commercial toothpastes. But both bleach and peroxide can be an

irritant to the mouth and skin in small doses, and are considered to be hazardous materials

because they can cause severe chemical burns in large doses.

Artificial flavorings and scents are commonly made from synthetic chemicals derived from

petrochemicals or coal tar. Manufacturers argue that artificial flavors are safer than natural

flavors because their composition is standardized and regulated. Is consuming anything made

from crude oil is safe for our family

Commercial toothpaste ingredients also affect the environment. EDTA (ethylene

diaminetetraacetic acid) and formaldehyde are commonly used a preservatives in toothpaste, and

many other cosmetics and personal care products. They are known environmental pollutants.

There are so many natural ingredients that do the same job as the synthetics that there’s really no

reason not to use the healthier alternatives. For example, prefer toothpaste that use natural flavors

and scents like cinnamon, peppermint and orange. Silica is a naturally occurring component of

sand and can be used to polish and whiten teeth. Zinc is a natural mineral that can be used

instead of triclos an to fight tarter.

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Dabur India Limited

Dabur India Limited is India's leading FMCG Company with interests in health care, personal care

and foods. Dabur has a history of more than 100 years and the company has carved a niche for itself

in the field of Ayurvedic medicines. The products of Dabur are marketed in more than 60 countries

worldwide. It has17 ultra-modern manufacturing units spread around the globe. Wide and deep

market penetration with 50 C&F agents, more than 5000 distributors and over 2.8 million retail

outlets all over India.

Structure and Division

Consumer Care Division (CCD) address consumer needs across the entire FMCG spectrum through

four distinct business portfolios of Personal Care, Health Care, Home Care &Foods.

Master brands:

Dabur - Ayurvedic healthcare products

Vatika - Premium hair care

Hajmola - Tasty digestives

Réal - Fruit juices & beverages

Fem - Fairness bleaches & skin care products

9 Billion-Rupee brands: Dabur Amla, Dabur Chyawanprash, Vatika, Réal, Dabur Red Toothpaste,

Dabur Lal Dant Manjan , Babool , Hajmola and Dabur Honey . Strategic positioning of Honey as

food product, leading to market leadership (over 75%) in branded honey market Dabur

Chyawanprash the largest selling Ayurvedic medicine with over 65% market share. Vatika Shampoo

has been the fastest selling shampoo brand in India for three years in a row Hajmola tablets in

command with 60% market share of digestive tablets category. Leader in herbal digestives with 90%

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market share.

Consumer Health Division (CHD) offers a range of classical Ayurvedic medicines and Ayurvedic

OTC products that deliver the age-old benefits of Ayurveda in modern ready-to-use formats Has

more than 300 products sold through prescriptions as well as over the counter Major categories in

traditional formulations include: Asav Arishtas RasRasayanas Churnas Medicated Oils Proprietary

Ayurvedic medicines developed by Dabur include: Nature Care Isabgol Madhuvaani Trifgol Division

also works for promotion of Ayurveda through organised community of traditional practitioners and

developing fresh batches of students .

International Business Division (IBD) caters to the health and personal care needs of customers

across different international markets, spanning the Middle East, North & West Africa, EU and the

US with its brands Dabur & VatikaGrowing at a CAGR of 33% in the last 6 years and contributes to

about 20% of total sales Leveraging the 'Natural' preference among local consumers to increase share

in personal care categories Focus markets: GCC Egypt Nigeria Bangladesh Nepal US

High level of localization of manufacturing and sales & marketing .

Dabur Overseas

Dabur India Ltd's manufacturing activities spanning various consumer products categories are carried

out in 17 factories spread across India and abroad. Dabur's mission of popularising a natural lifestyle

transcends national boundaries. Today, there is growing global awareness on alternative medicine,

nature-based and holistic lifestyles and an interest in herbal products. Dabur has been in the forefront

of popularising this alternative way of life, marketing its products in more than 60 countries all over

the world. Over the years, Dabur's overseas business has successfully transformed from being a small

operation into a multi-location business spreading through the Middle East, North Africa, West

Africa and South Asia. Dabur has spread its wings to be close to the overseas consumers. Dabur’s

overseas product portfolio is tailor-made to suit the needs and aspirations of the growing consumer

base in the international markets. Dabur has offices and representatives in Europe, UK, America

and Africa .A special herbal health care and personal care range is successfully selling in markets

ranging from the Middle East, Far East, North Africa and Europe.

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Dabur Products

Health care

Dabur's Health Care range brings a wide selection of Ayurvedic

and natural products that offer complete care for varying individual

needs. The products are derived from the time-tested heritage of

Ayurveda, and backed by the most modern scientific test & trials

that ensure unfailing quality and safety.

Personal care

Dabur presents a range of Herbal &Ayurvedic Personal Care

products, created to make the consumer look and feel good. Bringing

together the gentle touch of nature and Ayurveda's wisdom, the range covers categories like Hair

Care, Skin Care and Baby Care, and is backed by the unfailing quality stamp of Dabur.

Home Care

Dabur India Ltd has a portfolio of superior products that help

take care of home. The range of Home Care products have been

carefully developed to ensure that your living space not only

looks good, but also smells good, all day long. And more

importantly, they help keep family healthy. Odonil keeps home

fresh and smelling great. Odomos protects family from disease

causing mosquitoes while Odopic leaves dishes clean and smelling fresh. Sanifresh Shine keeps

toilet sparkling clean and free from germs while the latest innovation Dazzl gives a mirror like shine

to floors, kitchen and glass surfaces, while keeping them germ-free .

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Consumer Health

Dabur India Ltd has introduced a slew of Ayurvedic Over The

Counter (OTC) products, offering traditional Ayurvedic remedies in

ready-to-use formats. This is part of the company’s strategy to make

Ayurveda more contemporary for the modern day consumer.

Dabur, with its roots in Ayurveda, has been involved in bringing this

age-old science within everyone’s reach. Dabur's Consumer Healthcare business is the Company's

oldest business, and today has a growing portfolio of OTC products to address a variety of problems

ranging from Women's Health to Baby Care and Cough & Cold to Rejuvenation .

Dabur 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 come a long way in popularizing and making

easily available a whole range of products based on the traditional science of Ayurveda and Dabur

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

Early1900s - Production of Ayurvedic medicines Dabur identifies nature-based Ayurvedic medicines

as its area of specialisation. It is the first Companyto 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

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1940- Personal care through Ayurveda Dabur 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 pack Widening the popularity and usage of traditional

Ayurvedic products continues. The ancientrestorative Chyawanprash is launched in packaged form,

and becomes the first branded Chyawanprash in India.

1957- Computerisation of operations initiated .

1970- Entered Oral Care & Digestives segment Addressing rural markets where homemade oral care

is more popular than multinational brands, Dabur introduces Lal Dant Manjan. With this a

conveniently packaged herbal toothpowder ismade available at affordable costs to the masses.

1972- Shifts base to Delhi from Calcutta

1978- Launches Hajmola tablet Dabur 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 completes100years

1988- Launches pharmaceutical medicines

1989- Care with fun

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1994- Comes out with first public issue

1994- Enters oncology segment

1994- Leadership in health care Dabur establishes its leadership in health care as one of only two

companies worldwide to launch the anti-cancer drug In taxel (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 blitzkrieg Dabur 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 ,000crore mark Dabur establishes its market leadership status by staging a turnover of

Rs. 1, 000crores.Acrossa span of over the 100 years, Dabur has grown from a small beginning based

on traditional healthcare. To a commanding position amongst an august league of large corporate

businesses.

2001- Super specialty drugs With the setting up of Dabur Oncology's sterile cytotoxic facility, the

Company gains entry in to the highly specialised 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.

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2002- Dabur record sales of Rs1163,19crore on a net profit of Rs64.4crore

2003- Dabur demerges Pharmaceuticals business Dabur India approved the demerger of its

pharmaceuticals business from the FMCG business into a separate company as part of plans to

provider greater focus to both the businesses. With the is, Dabur India now largely comprises of the

FMCG business that include personal care products, healthcare products and Ayurvedic

Specialities, while the Pharmaceuticals business would include Allopathic, Oncology formulations

and Bulk Drugs. Dabur Oncology Plc, a subsidiary of Dabur India, would also be part of the

Pharmaceutical business.

Maintaining global standards

As a reflection of its constant efforts at achieving superior quality standards, Dabur became the first

Ayurvedic products company To get ISO9002 certification.

2006- Approves FCCB/GDR/ADR up to $200million Moving forward on the inorganic growth path,

Dabur India decides to raise up to $200 million from the international market through Bonds, FCCBs,

GDR, ADR , QIPs or any other securities. The capital raised will be used to fund Dabur's aggressive

growth ambitions and acquisition plans in India and abroad.

2007 - Celebrating10years of Real Dabur Foods unveiled the new packaging and design for Real at

the completion of 10 years of the brand. The new refined modern look depicts the natural goodness of

the juice from freshly plucked fruits.

2007 - Foray into organised retail Dabur India announced its foray into the organised retail business

through a wholly-owned subsidiary, H&B Stores Ltd. Dabur will invest Rs 140 crores by 2010 to

establish its presence in the retail market in India with a chain of stores on the Health & Beauty

format.

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2007- Dabur Foods merged with Dabur India decides to merge its wholly-owned subsidiary Dabur

Foods Limited with itself to extract synergies and unlock operational efficiencies. The integration will

also help Dabur sharpen focus on the high growth business of foods and beverages, and enter newer

product categories in this space.

2008- Acquires Fem Care Pharma Dabur India acquires Fem Care Pharma, a leading player in the

women's skin care market. Besides an entry into the high-growth skin care market with an established

brand name FEM, this transaction also offers Dabur a strong platform to enter newer product

categories and markets.

2009 -Dabur Red Toothpaste joins 'Billion Rupee Brands' club Dabur red Toothpaste becomes the

Dabur's ninth Billion rupee brand. Dabur red Tooth pastecrosses the billion rupee turnover mark

within five years of its launch.

2010- Touched US $3.5billion market capital Dabur Herbal Toothpaste .

Dabur Herbal Toothpaste

NEEM

Neem, (AzadirachtaIndica) has been used for centuries for its oral

health care properties. "Dabur Neem Toothpaste has the actives of

neem leaves, which are known for their anti-bacterial, anti fungal,

antiseptic and anti-inflammatory actions". This toothpaste is

extremely effective against inflamed or bleeding gums. This

unique Ayurvedic toothpaste is also suitable for Vegetarians.

* No artificial colors

* No artificial flavors

* No fluoride added

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Basil

Dabur Basil Herbal toothpaste is formulated from ingredients well known in Ayurveda for their

cleansing properties and their role in maintaining healthy teeth and gums.

* No artificial colors

* No artificial flavors

* No fluoride added

Dabur Toothpaste with Cloves is great tasting toothpaste made with

all-natural ingredients. It combines natural extracts with cloves

which is known for its antibacterial and analgesic properties. It

helps fight germs and prevents tooth decay and cavities and its analgesic action help relieve

toothaches.

Meswak

Meswak is a scientifically formulated herbal toothpaste with pure

extract of the Miswak plant 'Salvadore Persica', the famous

'Toothbrush Tree' used for centuries. The astringent and anti-

bacterial properties of Meswak help reduce tooth decay, fight

plaque and prevent gum diseases.

Meswak Herb is a rare, potent, priceless, wonder herb that delivers incredible Oral Care benefits.

Dabur brings this wonder herb in the form of Incredible 'Meswak' toothpaste. It is scientifically

proven to reduce tarter & plaque, fights germs & bacteria to keep gum healthy, helps prevent tooth

decay, eliminates bad breath and ensure strong teeth.

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Dabur in Kuwait

As Dabur is spread all over the world. It has got a great market in the whole of middle

East. Dabur has got their manufacturing plant in Dubai, so all the products are distributed from Dubai

to different parts of middle east. The distribution of Dabur

Products are solely conducted by the company called Al-Zahem&Malhotra which

Takes care of distributing all the products of Dabur within Kuwait.

Glaxo Smith Kline

One of the world's leading research-based pharmaceutical and healthcare companies. Headquartered

in the UK, we are a global organisation with offices in over 100 countries and major research centres

in the UK, USA, Belgium and China .One of the few pharmaceutical companies researching both

medicines and vaccines for the World Health Organization’s three priority diseases – HIV/AIDS,

tuberculosis and malaria, and are very proud to have developed some of the leading global medicines

in these fields.

They produce medicines that treat major disease areas such as asthma, anti-virals, infections , and

mental health, and diabetes, cardiovascular and digestive conditions. In addition, They are a leader in

the important area of vaccines and are developing new treatments for cancer.

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Histroy

1715Plough Court pharmacy, the forerunner of Allen & Hanburys Ltd, is established in London by

Silvanus Bevan. Glaxo acquires Allen & Hanburys in 1958.

1830John K Smith opens his first drugstore in Philadelphia

1842Thomas Beecham launches the Beecham’ Pills business in England

1865Mahlon Kline joins Smith & Shoemaker - as John K Smith & Co had become. Later the

company becomes Mahlon K Smith & Company, which is renamed Smith, Kline & Company in

1875.

1873 Joseph Nathan establishes Joseph Nathan and Company, the foundation for the Glaxo company

to be formed later.

1881Burroughs Wellcome & Company is established in London by American pharmacists Henry

Wellcome and Silas Burroughs.

1889SmithKline and Beecham merge to form SmithKline Beecham

1995Glaxo and Welcome merge to form Glaxo Wellcome.

2000GlaxoSmithKline is formed by the merger of Glaxo Wellcome and SmithKline Beecham.

Misson: To improve the quality of human life by enabling people to do more, feel better and live

longer. This mission gives the purpose to develop innovative medicines and products that help

millions of people around the world. Parodontax is a sodium bicarbonate based toothpaste that

contains natural herbs such as rathania, chamomile, echinacea, mirra, mint and salvia. It is designed

to reduce bleeding gums and prevent gingivitis and

periodontitis. Parodontax is also available in a mouthwash.

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Glaxo Smith Kline in Kuwait

Glaxo Smith Kline is spread all over the middle east. It is one of the most biggest

Pharmaceutical company in the world. The manufacturing unit of GSK situated in

Dubai. From Dubai all the products are imported in Kuwait. The sole distributor of

GSK in Kuwait is Al-Zahem&Malhotra who takes care of distribution of all products

Except medicines

Marketing Strategies of Dabur Herbal toothpaste and Paradontax

Serial no

Dabur Herbal Toothpaste Paradontax

1 Dabur marketing strategy is majorly done through electronic media and print media.

Glaxo Smith Kline marketing strategy for Parodontax is mainly through electronic media and personal selling.

2 Dabur marketing strategy is done by the company itself in Kuwait

Whereas in the case of Parodontax herbal toothpaste the marketing strategy and promotion are discussed with the company and are implemented by the distributor of GSK in Kuwait.

3 Dabur targets only a particular segment of people.( adults- 50yrs)

GSK on the other hand targets all types of segment from children to adults.

4 Dabur strategy for promotion is not lucrative for the people so fails to attract people.For example Dabur does not introduce new promotion strategies to attract people it follows the same promotion which becomes monotonous for customers.

GSK strategy for promotion is very unique as in all supermarkets and hypermarkets they have individual stalls/ stands for parodontax toothpaste which helps their product to attain a new identity against their competitors

5 Dabur follows a Penetrating price policy in the market.

Parodontax toothpaste follows Skimming price policy in the market

6 Dabur does not have different pack size, they have only one pack size available in the market. ( Family pack size 150ml)

Parodontax have different pack size available in the market which gives more option to people to buy according to their convenience.

7 Dabur markets itself as one of the leading FMCG in India

GSK Markets itself as leading pharmaceutical company in the world and toothpaste recommended by dentist.

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Chapter 2 Review of the Literature

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Article Published online dec 2010

Journal of economics and behavioural studiesVol : 1 , no. 1, pp. 27-39 , dec 2010Tooth paste brands – a study of consumer behaviour in banglore study

Summary

Consumer behavior is not exactly predicted one; somewhat it is predicted with the help of

research activity. Starting and ending of the survey ends with only one statement ‘consumer is

king’ .So the companies concentrate in analyzing the requirement of people thoroughly to

satisfy and retaining the consumer. This study revealed that consumer awareness of toothpaste is

less in Bangalore city. Oral care market offers huge potential as penetration and per capita

consumption of oral care product is very low in India. However, rising per capita income and

increasing awareness is driving demand of oral care products, the dentist population is also low

in India. For promoting the product consumption and creating awareness government has taken

initiative like dental health camps, Manufactures have used advertising campaigns to promote

higher consumption of toothpaste. Creating the awareness is a part of social responsibility of the

company. Most of the consumers are ready to accept the suggestion of dentist, so the government

is also responsible for appointing more dentists to create the awareness. There are some

important factors considered by the consumer for decision making. Brand image, advertising,

and offer play an important role in purchasing toothpaste, sometimes based on the offer the

consumer compare with competitor product and select the best one. Product attribute also

analyzed by the consumer for deciding a brand. Switching of one product to other company

product is mainly based on advertisement, brand name, packaging availability, and price rise, etc.

So the companies analyze all these factors and find out the best suitable tools for promoting their

toothpastes in India. The 1990s have borne witness to dramatic shifts in the marketplace

triggered by sharp changes in the lifestyle patterns of the past and present and the radical

revolution in the telecommunication technology. Time tested concepts on brand loyalty and

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Mass Marketing, are being turned on their heads as they fail to gauge the behavior of new

generation customers. The behavior is characterized by the uniqueness of individual

expectations, the preference for multiple options, propensity to abandon Brand loyalty and

switch to competition Brands that give higher (perceived) value. The new breed is even willing

to import to satisfy specific requirement. It is difficult to classify this generation consumers by

conventional demographic factors and unless their thought process and buying behavior are fully

understood, decisions on product designs and packaging, branding and distribution channels are

likely to be misplaced. With the inevitability of change looming large over the horizon, Indian

companies must learn from their western counterparts; not only to identify the sources, timing

and direction of the changes likely to affect India, but also the new competencies and perspective

that will enable them to respond to these changes, comprehensively and effectively. Companies

offering Product or Services will need to understand this new face of the customers.

Review

There are two factors mainly influencing the consumers for decision making: Risk aversion and

innovativeness. Risk aversion is a measure of how much consumers need to be certain and sure

of what they are purchasing (Donthu and Gilliland, 1996).Highly risk adverse consumers need to

be very certain about what they are buying. Whereas less risk adverse consumers can tolerate

some risk and uncertainty in their purchases. The second variable, innovativeness, is a global

measure which captures the degree to which consumers are willing to take chances and

experiment with new ways of doing things (Donthu and Gilliand, 1996).The shopping motivation

literature is abound with various measures of individual characteristics (e.g., innovative,

venturesome, cosmopolitan, variety seeking), therefore, innovativeness and risk aversion were

included in this study to capture several of these traits. Measures by Donthu and Gilliland (1996)

were used to measure innovativeness and risk aversion.

Perception is a mental process, whereby an individual selects data or information from the

environment, organizes it and then draws significance or meaning from it.

Product class knowledge is a measure of consumers perceptions of how much they know about a

specific class of products (eg.,cars)This type of measure is consistent with what Brucks(1985)

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called subjective knowledge, that is, consumers self-perceptions of knowledge levels. This is

often contrasted with objective knowledge, which is what consumers actually know. Park and

Lessing (1981) proposed that subjective knowledge provides a better understanding of

consumers decision making processes because consumers level of confidence in their search and

decision making behavior, independent of their objective knowledge.

It is our aim to provide the best product for the consumer and we believe that if the products

have quality the consumer will pay the price, says Amalpramanic, regional business

director .Oral-B

A family exerts a complex influence on the behaviors of its members. Prior family influence

research has focused on intergenerational rather than intergenerational influence in consumer

generationalisation. As has been compellingly demonstrated, parents influence children (Moore,

Wilkie, and Lutz2002; Moschis 1987).Yet, consumption domains clearly exist where sibling

efforts may also be exerted

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Chapter-3

Research Methods and Procedures

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Purpose of the Study

Exploratory research will be used to study the product features and the marketing strategies

followed by Dabur and Parodontaxin Kuwaitto define the issues which need to be addressed.

Descriptive research will be used for collecting the feedback from the toothpaste consumers and

the channel partners.

Research Design

Non probability convenience sampling. This sampling design is taken because it is impossible to

include every individual as the population is limitless in Kuwait. This technique of sampling is

fast, inexpensive and the subjects are readily available.

Research Questions:

Data Collection:

1. Questionnaire

2. Secondary Data

3. Interview with Distributor and Hyper-Market Mangers

Instrument used: The survey is conducted with the help of a structured Questionnaire which

would enable us to know that why Dabur herbal toothpaste has a lesser market share than

parodontax toothpaste in Kuwait. The data would be complied with help of SPSS, bar graphs and

pie charts.

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Chapter-4 Data Analysis and Findings

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Data Analysis:

Q1

It was observed that people in Kuwait are more prone to other types of toothpaste

in comparison to Herbal toothpaste. Only 35% of People are aware about Herbal toothpaste

in the market.

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After the survey it was concluded that Parodontax toothpaste holds the

maximum market share in Herbal toothpaste category (40%) followed

by Colgate herbal toothpaste (25%) then Crest herbal toothpaste (20%).

Dabur herbal toothpaste is preferred only by (12%) and Himalaya herbal

Q2

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It clearly shows that Parodontax toothpaste is very favorable in Kuwait as compared

to Dabur Herbal Toothpaste as the survey revealed that 80% people have used Parodontax

toothpaste where as only 20% people have used Dabur herbal toothpaste.

Q8

After the survey it was revealed that 70% people prefer to buy their toothpaste from General

Store and 30% people prefer to buy their toothpaste from chemist.

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Q4

After the survey it was revealed that 45% people prefer Healthy teeth and gums

in their herbal toothpaste, then 30% people prefer Cavity protection and 18%

prefer prevention from bad breath, only 7% prefer Long lasting freshness in

their toothpaste

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Q5T-Test

Paired Samples Statistics

Mean N Std. Deviation Std. Error Mean

Pair 1 ingredients 2.1000 100 1.01005 .10101

switch to another brand 4.0200 100 1.95908 .19591

Pair 2 switch to another brand 4.0200 100 1.95908 .19591

ingredients 2.1000 100 1.01005 .10101

Paired Samples Correlations

N Correlation Sig.

Pair 1 ingredients & switch to another

brand

100 -.195 .052

Pair 2 switch to another brand &

ingredients

100 -.195 .052

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Paired Samples Test

Paired Differences

t df

Sig. (2-

tailed)Mean

Std.

Deviation

Std. Error

Mean

95% Confidence Interval of the

Difference

Lower Upper

Pair

1

ingredients - switch to

another brand

-

1.92000

2.37274 .23727 -2.39080 -1.44920 -

8.092

99 .000

Pair

2

switch to another brand -

ingredients

1.92000 2.37274 .23727 1.44920 2.39080 8.092 99 .000

Graphs

25

Q3

Means

Case Processing Summary

Cases

Included Excluded Total

N Percent N Percent N Percent

ingredients * which brand do

you like more parandontax

100 100.0% 0 .0% 100 100.0%

switch to another brand *

which brand do you like more

parandontax

100 100.0% 0 .0% 100 100.0%

25

Report

which brand do you like more parandontax ingredients switch to another brand

Better Price Mean 3.0000 2.6667

N 3 3

Std. Deviation 1.00000 1.15470

Better Product Mean 2.2727 4.7273

N 11 11


Better Packing Mean 2.6667 3.0000

N 6 6


Easy availability Mean 1.9286 3.0000

N 14 14

Std. Deviation .91687 1.51911

Promotion Schemes Mean 1.3077 4.7692

N 13 13


Better Brand Image Mean 2.4000 4.3000

N 10 10


Effective Advertising Mean 2.5000 4.1538

N 26 26


More in Use by Other

People/recommended by

Family/Friends

Mean 2.0000 3.0000

N 4 4


Mean 1.5000 4.5833

25

Using it for Years – Now Used

to it

N 12 12


22.00 Mean 1.0000 2.0000

N 1 1

Std. Deviation . .

Total Mean 2.1000 4.0200

N 100 100


Graph

25

Means


Cases




parandontax * which brand do

you like more parandontax

100 100.0% 0 .0% 100 100.0%

Report

which brand do you like more parandontax


parandontax Mean N Std. Deviation

Better Price 1.0000 3 .00000

Better Product 2.0000 11 .00000

Better Packing 3.0000 6 .00000

Easy availability 4.0000 14 .00000

Promotion Schemes 5.0000 13 .00000

Better Brand Image 6.0000 10 .00000

Effective Advertising 7.0000 26 .00000

More in Use by Other

People/recommended by

Family/Friends

8.0000 4 .00000

Using it for Years – Now Used

to it

9.0000 12 .00000

22.00 22.0000 1 .

Total 5.6800 100 2.78843

25

Means


Cases




dabur

100 100.0% 0 .0% 100 100.0%

Report

which brand do you like more dabur

Mean N Std. Deviation

2.9400 100 2.29105

Means


Cases




dabur

100 100.0% 0 .0% 100 100.0%

Report



2.9400 100 2.29105

25

Means


Cases




dabur

100 100.0% 0 .0% 100 100.0%

Report



2.9400 100 2.29105

Graph

25

Chapter-5 Limitations and Recommendation

25

LIMITATIONS

1) The survey was conducted only in Kuwait and language was a major issue

2) It was very difficult to make people understand the significance of the survey.

3) To know the perception of consumer collection of data was difficult

4) The information given by the client may be false and biased

5) Some customers were not co-operative

6) Lack of knowledge of area has affected the research

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RECOMMANDATIONS

I would like to suggest certain points on how Dabur Herbal toothpaste can achieve its desired market share in Kuwait

1) Dabur has to implement new marketing strategy so as to sustain the market and capture theDesired market share

2) It should not only focus on Television advertisement and on Print media but it should adaptSales promotion as their marketing strategy, to reach as many people possible in Kuwait

3) Dabur should adapt for separate stands or stalls in supermarkets which would help them to create Brand awareness among people and can give them a new identity

4) Dabur should not only target a particular segment unlike Parodontax which initially targetedA particular segment and then introduced herbal toothpaste for children so that again helped Parodontax to attain a bigger market share.

5) Dabur is only available in family size packaging , it should introduce new size packaging to increase sales

6) As Dabur one of the leading FMCG company it can start promoting toothpaste by giving sample as freebie with its other products to reach out to people.

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References

Internet Sources

1) www.dabur.com

2) www.denisjaffe.com

3) www.businesstimes.com

4) www.gsk.com

5) www.google.com

Books

Philip Kotler (2009), PRINCIPLES OF MARKETING, 13th Edition, Pearson

Dennis Adcock, Ray Brad field (1995) MARKETING PRINCIPLES AND

PRACTICES 2nd Edition Pitman Publishing

CR Kothari (2010), Marketing Research, 12 th Edition, Swantman publishing

http://www.google.com/

http://www.gsk.com/

http://www.businesstimes.com/

http://www.denisjaffe.com/

http://www.dabur.com/

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Annexure 1

25

Questionnaire

Topic: A Comparative study of marketing strategies of Dabur Herbal toothpaste and Parodontax in Kuwait

Name :

Age :

Phone no :

Email Id :

1. Are you aware of the herbal toothpastes in the market?

Yes No

If yes, then this brands...............................

2. Have you ever used Dabur Herbal or Parodontex ?

Yes No

3. If yes, Which brand do you like more?

Dabur herbal Parodontax

25

Reasons for preference:

a) Better Price

b) Better Product

c) Better Packing

d) Easy availability

e) Promotion Schemes

f) Better Brand Image

g) Effective Advertising

h) More in Use by Other People/recommended by Family/Friends

i) Using it for Years – Now Used to it

4. Which attributes do you look for, when you buy a tooth paste? (Rank in order of preference from 1 - 4 )

Healthy teeth and gums Long lasting freshness

Prevention bad breath Cavity protection

5. Indicate your order of preference toward ingredients present in Dabur Herbal and Parodontex(rank 1 to highest and 4 to lowest preference)

BRANDS CLEANING AGENTS(For removal of plaque and tartar)

FLORIDE

CONTENT

ANTI-

BACTERIAL

AGENTS

FOAMING

AGENTS

PARODONTAX

DABUR

HERB’L

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6. For choosing a toothpaste which promotional media influences you most?

Print media

Electronic Media

Personal selling

7.For which of the following reasons, would you switch to another brand of tooth paste? (please rank in order of importance on a scale of 1 to 7; 1 being most important and 5 being least important)

a) Price rise of my current brand

b) Better packing of another brand

c) Freebees with another brand

d) Advertisement impact

e) When my brand is not available

f) To try a new option

g) Influence of family/friends

8. Do you prefer to buy your toothpaste from a General Store or Chemist ?

25

Yes No

25

Annexure 2

25

Synopsis of Summer Internship Project-2012

Project Duration: (6 Weeks)

a) Date of Summer Internship commencement (01/05/2011)

b) Date of Summer Internship completion (15/06/ 2011)

Project Title

A Comparative study of marketing strategies of Dabur Herbal toothpaste and Parodontax in

Kuwait

Project objectives

1) To study the total size of toothpastes market in Kuwait and the shares of

Dabur Herbal and Parodontax in this market.

2) To study and compare the marketing strategies of Dabur herbal and

Parodontax in Kuwait.

3) To make suitable recommendations for changes in the marketing strategies

Of Dabur Herbal to increase its market share

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Methodology to be adopted:

Research Problem

Dabur has not been able to capture the desired market share for its toothpaste ‘Dabur Herbal’ in

Kuwait because of the tough competition given by Parodontax .This Project aims at studying the

marketing strategies used by these two brands in Kuwait to understand and analyze the reasons

for this less than expected market penetration by Dabur so that suitable recommendations can be

made for changes in the marketing strategy of Dabur Herbal to increase its market share.

Research Design

Exploratory research will be used to study the product features and the marketing strategies

followed by Dabur and Parodontax in Kuwait to define the issues which need to be addressed.

Descriptive research will be used for collecting the feedback from the toothpaste consumers and

the channel partners.

Data collection

Primary data for the purpose of research will be collected in a structured questionnaire from toothpaste consumers and channel partners. Secondary data will be used to study and analyze the product features and the existing marketing strategies followed by Dabur and Parodontax in Kuwait.

Sampling

Sample design:

Non probability convenience sampling.

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Sample Size:

The sample size will be approx 100 consumers/channel partners.

Sampling Area:

The area of the research will be Kuwait.

v) Summary of the Project

Dabur India Ltd's manufacturing activities spanning various consumer products categories are

carried out in 17 factories spread across India and abroad. Dabur's mission of popularising a

natural lifestyle transcends national boundaries. Today, there is growing global awareness on

alternative medicine, nature-based and holistic lifestyles and an interest in herbal products.

Dabur has been in the forefront of popularising this alternative way of life, marketing its

products in more than 60 countries all over the world.

Over the years, Dabur's overseas business has successfully transformed from being a small

operation into a multi-location business spreading through the Middle East, North Africa, West

Africa and South Asia.

Dabur has spread its wings to be close to the overseas consumers. Dabur’s overseas product

portfolio is tailor-made to suit the needs and aspirations of the growing consumer base in the

international markets.

Dabur has offices and representatives in Europe, UK, America and Africa .

A special herbal health care and personal care range is successfully selling in markets ranging

from the Middle East, Far East, North Africa and Europe.

However, the company feels that it has not been able to capture the desired market share for its

toothpaste ‘Dabur Herbal’ in Kuwait because of the tough competition given by

http://www.dabur.com/Products-Personal%20Care

http://www.dabur.com/Products-Health%20Care

25

Parodontax .This Project aims at studying the reasons for this less than expected market

penetration by Dabur so that suitable recommendations can be made for changes in the

marketing strategy of Dabur Herbal to increase its market share in Kuwait.

In the first stage of the Project, an effort will be made to study and analyze the product features

of Dabur Herbal and Parodontax and the marketing strategies being used by the both the

companies with the help of secondary data available at various sources such as journals,

websites, product and manuals etc.

After the above study, feedback will be collected from the toothpaste consumers in Kuwait with

the help of a structured questionnaire to find out as to what product qualities and attributes they

look for while buying a toothpaste and what is the brand image of Dabur Herbal and

Parodontax in their mind.

The information and data so collected shall be analysed using appropriate statistical tools to

arrive at the conclusions of the market survey. Based on these conclusions and the study made in

the first part of the project, a suitable recommendations will be made for changes in the

marketing strategy of Dabur Herbal to increase its market share in Kuwait.

dabur and para don tax

Documents