dabur honey
TRANSCRIPT
A
SUMMER TRAINING PROJECT ON
MARKET SHARE OF DABUR HONEY
INDABUR INDIA LTD.
In partial fulfillment of the degree ofBACHELOR OF BUSINESS ADMINISTRATION
(2004-2007)
UNDER THE GUIDANCE OF
PROJECT GUIDE : MR. MOHIT JINDAL FACULTY-BBA
COMPANY GUIDE : MR. RAJEEV GARG GM-PROJECTS DEPARTMENT DABUR INDIA LTD.SAHIBABAD, GHAZIABAD (UP)
SUBMITTED BY : MS. NEHA GUPTA BBA-III YEAR
ROLL NO. : 9178509
INSTITUTE OF MANAGEMENT & INFORMATION TECHNOLOGY
1, NEW CHUNGI, BULANDSHAHAR ROAD, HAPUR (Affiliated to CCS University, Meerut)
TABLE OF CONTENTS
Acknowledgement
Executive Summary
1. Introduction 1
2. Company Profile 3
3. Product Profile 13
4. Research Methodology 21
5. Research Objective 22
6. Analysis & Findings 33
7. Suggestions 54
8. Limitations of the study 56
9. Conclusion 57
10. Bibliography 58
11. Annexure (Questionnaires) 59
ACKNOWLEDGEMENT
I wish to express my heartfelt thanks to Mr. Rajiv Garg (General
Manager, Projects Department) Dabur India Ltd., Kaushambi,
Sahibabad, Ghaziabad, for their cooperation and guidance in successful
completion of the assigned project. My overriding debt continues to be
my sister, who provided me with the time, support, and inspiration
needed to prepare this project
I am highly indepted to Mr. Mohit Jindal (Faculty-BBA) for his
valuable guidance and support.
While making this project I have gained knowledge of how an
organization works day to day and how their polices regarding marketing
and sales of the products has been made and how they strive continuously
in today’s competitive environment to maintain and enhance their
position in the market.
Last but not least I would also thankful to all Dabur India Ltd. family and
retailers who helped me during my project work.
NEHA GUPTA BBA-III YEAR
EXECUTIVE SUMMARY
The objective of the project is to know the consumer’s perception about
Dabur honey to study Market Potential of DABUR HONEY.
The report contains a brief introduction of DABUR INDIA LIMITED
and its various products. Dabur India ltd. (DIL) is the largest player in the
ayurvedic pharmaceuticals sector. The company has 7 subsidiaries in its
fold. The company has interests in sectors like Healthcare, Personal care,
Ayurvedic pharmaceuticals and Food Products. At Dabur, Quality is a
relentless commitment to continuous improvements in product, process
and systems to provide consistent quality products to meet our customer’s
requirement worldwide.
This report clearly mentions objectives of study and the research
methodology utilized. Research Design used in this project is Exploratory
and the Sources of Information is both of Primary Data and Secondary
Data. The Data collection Method used is Structured Non Disguised
Questionnaire in which the Types of questions Used are Open Ended,
Multiple Choice, Close ended and Dichotomous.
The report contains a detailed view of the tasks, which have been
undertaken to analyze the market of Dabur Honey. Various set of
questionnaire have been prepared to know perceptions of retailers and
consumers about Dabur honey. Some of the research areas are: Greater
Kailash – I, II, Vasant Vihar, Yusuf Sarai, Lodhi Colony, Lajpat Nagar,
New Friends Colony, Cannaught Place, Vasant Kunj, Nehru Place, R.K.
Puram, Gautam Nagar.
This project reveals one of the important finding like More and more
displays of window hiring can be given for the retail outlets as it has been
said that “ Jitna Dikhega Utna Bikega”. To increase its consumption, it
can be written on the bottle of the honey that for best results, use thrice a
day for kids and twice a day for adults (as the case may be). More
schemes like ‘Seasonal Schemes’ can be given to the retailers. Dabur
Honey is under constant threat from it competitors and loosing its market
share. This survey has revealed that the Ayurvedic industry is a very
complex industry with a manufacturing process, which is sensitive and
requires expert supervision. Through this project I understood practically
the relevance of product life cycle in the market.
A detailed survey of retailers and consumers was carried out to find out their perception of Dabur Honey. The details of the methodology are stated below.Areas are Delhi, Noida and Ghaziabad and Research Design : Exploratory and
Descriptive. Sources of Information Primary & Secondary Data. Data collection
Method Structured Non Disguised Questionnaire.
Types of questions Used Open Ended, Multiple Choice, Close ended,
Dichotomous. Target Groups are Retailers, Kids (6-10 Years), Ladies
(Mothers). Sampling Method is Random Sampling, Sample Size,
Retailers –300, Kids-350,Ladies- 10.
The whole project has been a great learning for me to experience and
understand the market dynamics with respect to an FMGC product.
INTRODUCTION
OBJECTIVE:
1. To know retailers and consumers perception about Dabur honey
2. To study the market share of Dabur Honey
3. To analyze the market of honey in Delhi, Noida and Ghaziabad.
4. To understand the economic factors affecting the sales volume
and their opportunities.
5. To understand the competitive position of rival products.
6. To evaluate the system of distribution.
7. To understand the advantages and limitation of the products.
8. To find new packaging.
9. To know the instantiations of demand.
10.To find solution of problem relating to marketing of goods and
services and to evaluate policies and plan in the right course of
action.
11.To measure the effectiveness of advertising.
The purpose of undertaking this project is to get to the real life exposure
and to get the feel of the market dynamics .the scope of this project is
limited to the understanding of the product life cycle and the market
potential of Dabur Honey. The focus of this project is to increase the
consumption of Dabur honey and help the organization from constant
threat from its competitors and suggests the ways and opportunities to
maintain the share of Dabur honey.
The project has done a full justice to the research objective and gave me
an insight to the market potential. This project has been very important, as
I have been able to successfully utilize and apply the marketing tools
thereby enhancing my knowledge. This project has proved to be an
important milestone in terms of applying theoretical knowledge practically
thereby making me aware of the consumers perception about an FMGC
product like Dabur Honey.
COMPANY PROFILE
Set up in 1884 by Dr S K Burman as a proprietary firm for the
manufacture of ayurvedic drugs, the Company was incorporated later by
his descendants in the name of Dabur (Dr S K Burman) Pvt. Ltd. In the
late ’70s, Dabur Pvt. Ltd promoted a company to manufacture high-grade
guargum and a plant was set up at Alwar. But poor performance resulted
in losses and with a view to rehabilitating the company, Dabur Pvt. Ltd
was reverse merged with it and the new company was named Dabur India
Ltd. At Alwar, production of guargum was curtailed and Dabur’s
products were introduced. Dabur manufactures over 450 products, mainly
ayurvedic, covering a wide range of health and personal care and has
manufacturing plants located at 6 different places in the country. Dabur
went public in Nov ’93, raising Rs541.5m (at Rs95/share) and the issue
was oversubscribed 21 times. Dabur Research Foundation, a group
company, handles research, product development/ improvement for
increasing consumer satisfaction.
Plant locations:
It has 10 manufacturing plants across the country with 2 in UP at
Sahibabad and Noida , 3 in West Bengal at Kharia, Narendrapura &
Kalyani, 1 in Bihar at Dabur gram, 1 in Haryana at Faridabad, 1 in
Rajasthan at Alwar, 1 in Himachal Pradesh at Baddi and 1 in Madhya
Pradesh at Katni and 2 abroad , 1 in Egypt and other in Nepal.
Subsidiaries:
The company has 7 subsidiaries in its fold.
Dabon International Limited:
It has a 50:50 joint venture with Bongrain of France for manufacturing
dairy products. The company has 20% market share in processed
cheese market. The company sells its cheese under Dabon brand
name.
General De Confiteria Limited:
The company's joint venture with Agrolimen of Spain for manufacture
of confectionery products. The company divested its stake in the
venture as a part of its restructuring programme. The company sold
off its stake for a consideration of Rs352mn during the year.
Excelsia foods Limited:
The company's joint venture with Nestle SA for manufacturing and
selling biscuits. The company divested its entire holding in the venture
for a token sum of Rs10 as the venture was a loss making with
negative net worth.
Dabur Foods Limited:
The company hived off the foods division into a separate 100%
subsidiary during the year. The company has Real Fruit Juice,
Hommade range of condiments, Lemoneez and other brands in its
portfolio. The company launched its Coconut Milk to its portfolio
during the year.
Dabur Nepal Private Limited:
The company 80% subsidiary of Dabur India Limited. In FY00 it set
up manufacturing facility for manufacturing PET bottles for hair oils.
The company has also set up new tetra pack unit for packaging Real
Fruit Juices. It is also into manufacturing Beehives and Bee Frames.
Dabur Egypt Limited:
The company is a 76% subsidiary of Dabur Overseas Limited. The
company is into business of manufacturing hair oils, vinegar, rose
water, and glucose. The company is planning to source goods for other
African countries from this unit.
Dabur Oncology Inc.:
The company was set up as a 100% subsidiary of Dabur India Limited
in Bordon near London. The company is into business of
manufacturing range of anti-cancer formulations for marketing in
developed markets of Europe and USA. The
company is setting up a unit for manufacturing anti-cancer injectibles,
which is expected to become operational by 2001.
Dabur Finance Limited:
The company is a 100% subsidiary of Dabur India Limited and is into
business of making financial investments. It raises deposits from
public and invests in various investment schemes. The company is
expected to be shut down by 2002-2003 under the restructuring
program it is currently implementing.
Dabur overseas Limited:
This company is a 100% subsidiary of Dabur India Limited and is into
trading activities. It acts as an investment holding company. This
company is based in Hong Kong. The company didn't perform any
business during the year.
Dabur International Limited:
This company is a 100% subsidiary of Dabur India Limited. The
company is into business of carrying out trading activities. This
company is based in Hong Kong. During FY00 the company didn't
perform any business
Subsidiary
Dabur Nepal Pvt Ltd-(79.96%)
Dabur Overseas Ltd-(100%)
Dabur Egypt Ltd
Dabur Finance Ltd-(100%)
Dabur Foods Ltd-(100%)
Dabur Oncology plc-(100
“What is that life worth which can not bring comfort to others”.
Dr. S.K. Burman (1856-1907)
(The founder of Dabur)
DABUR–THE ORGANIZATION
Dabur India Limited, established in 1884, is one of the oldest health and
personal care companies of India. This young man, Dr. S.K. Burman, laid
the foundation of what is today known as "Dabur India limited". From a
humble beginning in 1884, as a manufacturer of traditional medicine in
Calcutta, Dabur has come along way to become a multi-facet, multi-
locational and multi-product modern Indian Corporation with a global
presence. It now enjoys the distinction of being the largest Indian
F.M.C.G. Company and is poised to become a true Indian multinational.
The phenomenal progress has been many milestones, some of which are
mentioned below:
1884- Dr. S.K. Burman lays the foundation of what is today known
as Dabur India Limited. Starting from a small shop in Calcutta, he
began a direct mailing system to send his medicines to even the
smallest of villages in Bengal. The brand name Dabur is derived
from the words ‘Da’ for Daktar or doctor and ‘bur’ from Burman.
Early 1900s- The next generation of Burmans take a conscious
decision to enter the Ayurvedic medicines market, as they believe
that it is only through Ayurveda that the healthcare needs of poor
Indians can be met.
1920s- A manufacturing facility for Ayurvedic Medicines is set up
at Narendrapur and Daburgram. Dabur expands its distribution
network to Bihar and the north-east.
1940– Dabur diversifies into personal care products with the
launch of its Dabur Amla Hair Oil. This perfumed heavy hair oil
catches the imagination of the common man and film stars alike
and becomes the largest hair oil brand in India.
1956- Dabur buys its first computer. Accounts and stock keeping
are one of first operations to be computerized.
1970- Dabur expands its personal care portfilio by adding oral care
products. Dabur Lal Dant Manjan is launched and captures the
Indian rural market.
1972- Dabur shifts base to Delhi from Calcutta. Starts production
from a hired manufacturing facility at Faridabad.
1979- Commercial production starts at Sahibabad. This is one of
the largest and most modern production facilities for Ayurvedic
medicines in India at this time.
1984- The Dabur brand turns 100 but is young enough to
experiment with new offerings in the market.
1989- Hajmola Candy is launched and captures the imagination of
children and establishes a large market share.
1994- Dabur India Limited comes out with its first public issue.
The Rs. 10 share is issued at a premium or Rs. 85 per share. The
issue is oversubscribed 21 times.
1995- Dabur enters into a joint venture with Osem of Israel for
food and Bongrain of France for cheese and other dairy products.
1996- Dabur launches Real Fruit Juice which heralds the
company’s entry into the processed foods market.
1997- The Foods division is created, comprising of Real Fruit Juice
and Hommade cooking pastes to form the core of this division’s
product portfolio.
1997- Project STARS (Strive to Achieve Record Successes) is
initiated by the company to achieve accelerated growth in the
coming years. The scope of this project is strategic, structural and
operational changes to enable efficiencies and improve growth
rates.
1998- The Burman family hands over reins of the company to
professionals. Mr. Nunu Khanna Joins Dabur as the Chief
Executive Officer.
1999-2000- Dabur achieves the Rs. 1000 crore turnover mark.
DIVISION WISE BREAK DOWN OF CONSOLIDATED
REVENUES FINANCIAL
CHYAWANPRASH – Largest Ayurvedic medicine with market size of
about Rs. 2 billion. Dabur is market leader with 65% share.
INTERIM DIVIDEND OF 100% DECLARED BY THE BOARD
ADVERTISING
OGILIVY AND MATHER (O&M) ,
The Abby award winner for the last 3 years in a row is doing assignment
for Dabur and also have credits of the success of Dabur ‘s brands.
BRAND AMBASSADORS :
1. Amitabh Bacchan
2. Karishma Kapoor
3. Mandira Bedi
4. Sunil Shetty
VISION
“Dedicated to the health and well being of every household”.
PRINCIPLES
OWNERSHIP
This is our company. We accept personal responsibility and
accountability to meet business needs.
PASSION FOR WINNING
We all are leaders in our area of responsibility, with a deep commitment
to deliver results.
PEOPLE DEVELOPMENT
People are our most important asset. We add value through result driven
training and we encourage and reward excellence.
CONSUMER FOCUS
We have superior understanding of consumer needs and develop products
to fulfill then better.
TEAM WORK
We work together on the principle of mutual trust and transparency in a
boundary less organization.
INNOVATION
Continuos innovation in products and processes is the basis of our
success.
PRODUCT PUNCH LINE
PRODUCT PROFILE
In its generic form, honey is a wonder product. If in western homes it
is a term of endearment, in India, honey is traditionally seen as a
health syrup.
No company in the organized sector had seen business opportunity in
honey, till the Dabur India Limited decided to source honey in large
volumes from apiculturalists (bee -hive farmers) and market it, the
company introduced branded honey in glass jars to the Indian market
about a decade ago.
The only big organization selling honey at that time was Khadi Gram
Udyog that too unbranded produce from villages to the urban markets.
Dabur found that the demand is low. Honey's usage was restricted to
the world of therapy; used as a cough palliative, a skin conditioner or
alternately as a base ingredient for other ayurvedic formulations.
Dabur made a start of mass marketing its honey. By flowing honey
through its distribution stream, all that the company had achieved was
placing the product within the urban consumer's reach.
By the late 1980's, small regional brands had started getting stronger,
although they were confined to small pockets by their lack of a wide
distribution mechanism. This posed a danger.
Other brands- Natural way (Golden Meadows), Allied's and Mehson's
among them had started gaining recognition in the branded honey
market. And some more were on their way in, some with fancy
packaging to target the upmarket buyer. The small marketers were
selling on price, which meant trouble for Dabur.
In the year 1991, Dabur Honey took to national level advertising for
the first time, placing the brand on the purity platform. Growth came,
at about 20 per cent that was not satisfactory.
In the year 1994, Dabur gave the brand's ad account to enterprise. At
that time Dabur's ad spend for honey was a piffling Rs. 10-15 lakhs a
year. It changed the traditional perception of Indian consumer about
honey as a medicine to tasty, nutricious food on the breakfast table.
Today in the year 2000-2001, it is a 40 crore brand.
CONSTITUENTS OF HONEY
Percentage
Total Dissolved Solids
Sugars
Fructose (Levulose)
Glucose (Dextrose)
Sucrose
Other higher sugars
Water
Minerals: ( Potassium, Calcium, Magnesium, Iron,
Copper, Manganese, Phosphorus, Sulphur, Chlorine
and Traces of Chromium, Nickel, Tin, Silver, Gold
etc.
Acids: (Acetic, Buteric, Citric form ie, gluconic,
maleic, lactic, succine etc.)
Proteins and Amino Acids: (Proline, Phenylanin ,
Leucine, Valine etc.)
Enzymes: (Invertase, Amylase or Diastare, Gluclose -
oxidase etc.)
Vitamins: Vitamin B-I or Thiamin, Vitamin B-2 or
Riboflavin, Niacin, Vitamin B-6 or Pyridoxal, Vitamin
C
70-80
38
37
2
0.5
20
0.5
0.2
0.25
Traces
Traces
PRODUCT LIFE CYCLE
A product’s differentiating and positioning strategy must change as the
product, market and competitors over time. There are four stages in a
product life cycle and the product life cycle curves are portrayed as bell-
shaped as shown in the figure.
The four stages are:
1. INTRODUCTION- This is a stage in which the product is introduced
in the market and is a period of slow sales growth. Profit are
nonexistent in this stage because of heavy expenses incurred with
product introduction.
2. GROWTH- In this stage, the product goes through a period of rapid
market acceptance and substantial profit improvement.
3. MATURITY- This is a period of slowdown in sales growth as the
product has achieved acceptance by most potential buyers. As the
competition increase, the profit stabilizes or decreases.
4. DECLINE- This is period when sales decline and profit decrease.
The above stages can be summarized as shown in the table
below:
PLC elements Introductio
n
Growth Maturity Decline
CHARACTERISTICS
1. Sales Low Fast
Growth
Slow
Growth
Declinin
g
2. Profits Negligible Peak Level Declining Low
3. Cash Inflow Negative Moderate High Low
4. Competitors Few Growing Many Declinin
g
5. Customers Innovative Mass
Market
Mass
Market
Laggard
In the above stages, the MARKETING STRATEGIES, which should be
adopted, are:
1. INTRODUCTION- In this stage, the main objective should be to
create awareness and trial by adopting the following strategies:
Offering a basic product.
Use cost-plus for pricing the product.
Build selective distribution.
Build product awareness among early adopters and dealers by
advertising.
Use heavy sales promotion to attract the people to try the
product.
2. GROWTH- In this stage, the main objective is to maximize the
market share by:
Offering product extensions, service, warranty etc.
Price should be such that it penetrates the market.
Build intensive distribution.
Build awareness and interest in the mass market through advertising.
Reduce sales promotion to take advantage of heavy consumer
demand.
3. MATURITY- In this stage, the main goal is to maximum the profit
while defending the market share by:
Diversify brands and items.
Price should match or beat the competitor.
Build more intensive distribution.
Increase sales promotion to encourage brand switching.
4. DECLINE- In this stage, the marketing strategy should focus on
reducing the expenditure and milking the brand by:
The product, which is weak, should be phased out.
Cut price.
Go selective, eliminate unprofitable outlets.
Reduce advertising to the level required to retain hard-core loyal.
Reduce sales promotion to a minimal level.
INTRODUCTION GROWTH MATURITY DECLINE
SALES
&
PROFITS($)
Profit
Sales
PRODUCT LIFE CYCLE
Taking into consideration the Dabur Honey, which has market share of
66% (in value) and 44% (in volume). Its annual sales are approximate 40
crores per annum. The total market of honey is 100 crores. The dabur
honey was relaunched in 1994 as food items. There has been 12% in
increase in sales from the last year, which is a positive sign. The company
is nowadays offering it as a food. It is being widely distributed and lot of
money being spent on advertising and sales promotion. Reminder
Advertising is important to remind the target market about the existence
of the product.
Stage in the Product Life Cycle: Maturity
The product has been relaunched and brought into the food category.
Also, it has a significant market share both in value and volume terms.
5.0 RESEARCH METHODOLOGYA detailed survey of retailers and consumers was carried out to find out
their perception of Dabur Honey. The details of the methodology are
stated below.
Areas : Delhi, Noida and Ghaziabad
Research Design : Exploratory and Descriptive
Sources of Information : Primary & Secondary Data
Data collection Method : Structured Non Disguised
Questionnaire.
Types of questions Used : Open Ended
Multiple Choice
Close ended
Dichotomous
Target Group : Retailers
Kids (6-10 Years)
Ladies (Mothers)
Sampling Method : Random Sampling
Sample Size : Retailers -300
Kids-350
Ladies- 10
RESEARCH OBJECTIVES
Primary objectives
To find the ways to increase the market share of Dabur honey.
To analyze the market of honey in Delhi, Noida and Ghaziabad.
To know retailers and consumers perception about Dabur honey.
Secondary objectives
To understand the economic factors affecting the sales volume and
their opportunities.
To understand the competitive position of rival products.
To evaluate the system of distribution.
To understand the advantages and limitation of the products.
To find new packaging.
To know the instantiations of demand.
To find solution of problem relating to marketing of goods and
services and to evaluate policies and plan in the right course of
action.
To measure the effectiveness of advertising.
PROCEDURE OF MARKETING RESEARCH
Define the problem &
research objectives.
Define the problem &
research objectives.
Develop the
research Plan
Develop the
research Plan
Collect the
information
Collect the
information
Analyze the
information
Analyze the
information
Present theFindings
MARKETING RESEARCH
Marketing research is defined as "The systematic and exhaustive search
for the study of the facts relevant to any problem in the field of
marketing. Marketing research is the function which links the consumer,
customer and public to the marketer through information- information
used to identify and define marketing opportunities and problems,
generate, refine and evaluate marketing actions, monitor marketing
performance; and improve understanding of marketing as a process.
Marketing research specifies the information required to address these
issues; designs the method for collecting information process; manages
and implements the data collection process; analyzes the results; and
communicates the findings and their implications.
RESEARCH DESIGN
A research design is simply a plan or framework for a study that is used
in collecting and analyzing the data. This framework is to ensure that
relevant information is collected and that too depending upon the
objectives of the study.
The research design can be classified into three categories-Exploratory,
Descriptive and Casual:
Exploratory research
It seeks to discover new relationships, emphasis on discovery of ideas.
This research is used when very little is known about the problem being
examined. Exploratory research studies are also termed as formulative
research studies as its main purpose is to formulate a problem.
Exploratory research is used here is flexible and the areas where this type
of research used are to know the:
Brand preference
Attitude of the consumers
Market potential
Buyer’s behaviour
Consumer’s awareness.
The purpose of this type of research is to gain insight into problem. The
research design used for the project at hand is of exploratory in nature.
Exploratory research is always based on small non-representative samples
and data obtained are subjected to qualitative analysis.
In this project Random Sampling is used and the sample size is taken as:
Sample Size : Retailers -300
Kids-350
Ladies- 100
Exploratory research helps to gather information about practical problems
in carrying out the research and to provide insight into, and an
understanding of, the problem confronting the researcher.
Descriptive research
It attempts to determine the frequency with which something occurs or
the relationship between two phenomenon. It is a type of conclusive
research that has its major objective of describing something like market
characteristics or functions. Descriptive research gives a clear statement
of the problem, specifies hypothesis, and detailed information needs. it is
conducted for the for the reasons like to describe characteristics of
relevant group are associated and to make specific predictions, to
estimate the percentage of units in a specified population exhibiting a
certain behavior, to determine the perceptions of product characertics,to
determine the degree to which marketing variables. A descriptive design
requires a clear specification of who, what, when, where, why, and way
of research.
Descriptive research used the following methods:-
Observation.
Questionnaires
Interviews
Examination of records
Some of the examples are:
market studies
Market share studies
Sales analysis studies
Image studies.
Causal Research
This design is often adopted in order to discover and determine the cause
and effect relationship. It is also experimental research as its major
objective is to obtain evidence regarding cause and effect relationship. It
requires a planned and structured design. The main method of experiment
research is experimentation and hypotheses are specific. Experimental
research is useful in cases where variables are manipulated in a relatively
controlled environment.
SOURCES OF INFORMATION
It is necessary to prepare a list of the information, which is needed to
attain the objectives.
1. PRIMARY DATA
It consists of the original information or new data gathered specifically
for the purpose. Questioning, observing, interviews, mail questionnaires
and schedules are some of the basic methods of collecting primary
information. Primary data is obtained through direct observation or
through direct communication with the respondent in one form or the
other.
PRIMARY DATA COLLECTED
Questioning and observing are the two basic methods of collecting
primary data. To collect good primary data, it is necessary to develop
standardize forms to guide the procedure. When information is to be
collected by asking questions from people who may have the desired
data, a standardized form called Questionnaire is prepared. Questionnaire
consists of list of questions to be asked from the respondents and space to
record the answers/responses.
QUESTIONNAIRE DESIGN
While proceeding to design questionnaire, two key assumptions to be
followed are:
1. The researcher assumes that the respondent is able and willing to
communicate the desired data either verbally to an interviewer or in
writing on a questionnaire form.
2. The researcher must assume that the information he/she obtains from
the interview and the questionnaire is essentially about the
respondent's verbal or written behavior.
While constructing a questionnaire, the researcher should keep in
mind two things:
(I) The objectives of the research project.
(II) The respondent’s point of view.
Questionnaire designing consists of five steps as follows:
1. Specifying Data requirements.
2. Determining the type of questions to be used.
3. Deciding the number and sequence of questions.
4. Preparing the preliminary draft of questionnaire.
5. Revising and retesting the questionnaire.
TYPE OF QUESTIONING TECNIQUES
There are four general methods of collecting data using the questionnaire
techniques. There are as follows:
1. Non Disguised, Unstructured Techniques.
2. Disguised Unstructured Techniques.
3. Non Disguised, Structured Techniques.
4. Disguised Structured Techniques.
NON DISGUISED, STRUCTURED TECHNIQUES
In this type of questionnaire, questions are presented with exactly the
same wording and in exactly the same order to all respondents. The
responses as well as questions are standardized. Data obtained is easier to
tabulate and interpret.
UNSTRUCTURED, NON DISGUISED TECHNIQUES
In this type of questionnaire, the purpose of the study is clear, but the
response to the question is open-ended. Focus groups and Depth
interviews tend to obtain more information from the respondents.
UNSTRUCTURED, DISGUISED TECHNIQUES
The unstructured-disguised questionnaire is developed when a respondent
is not willing or cannot find words to express meaning to answer direct
questions and his hidden motives remain unexpressed. Projective
techniques are the examples of this type.
STRUCTURED, DISGUISED TECHNIQUES
The structured -disguised questionnaire emerged as an attempt to secure
the advantages of disguise in revealing subconscious, hidden motives and
attitude along with the advantage in coding and tabulation common to
structured approaches.
The questions seeking the information were used. The main aim was to
analyze the market of honey that was done by making questionnaires for
the retailers, kids and ladies (mothers) who could give the maximum
information. The type of questions used were closed-ended, open ended,
multiple choice and dichotomous questions. A pilot survey was made to
test the feasibility of the questionnaires.
2. SECONDRY DATA
It consists of information that already exists somewhere having been
collected for another purpose. It serves as a reference base to compare
validity of primary data. It is valuable source of new ideas which can be
further explored. Internal records, annual report of the company,
published data sources like government publication, journal, trade
associations, standardized sources like home audits and mail diary are
some of the basic methods of collecting secondary information.
SECONDARY DATA COLLECTED
HIGHLIGHT OFANNUAL REPORT 2004-2005
DABUR HONEY NOW IN A TRENDY SQUEEZE PACK.
In a more concerted effort to position one of its top ten brands- Dabur
Honey-on the fun plank and draw the user group-kids-directly, Dabur
India has launched the product in a trendy squeezy pack priced at Rs. 78
for a 400 gm pack. This squeezy pack- launched in the top four metros
only- will be promoted through advertising which beginned with the
headline: Play With Your Food With Honey Squeeze Pack. In order to
make the product appeal to the segment, the company also planed to
change the old staid looking labels on the packs with company labels.
Besides the TV advertising campaign-honey khaake dekho ji- Dabur has
supported the new positioning plank with various below the line activities
targeting kids. These include giving away fun freebies such as comics and
animal faced masks with 200 gm, 500gm and 1kg Dabur Honey. Besides,
the company has undertaken a plantation awareness programme in more
than 200 schools in Delhi. As part of the project, Dabur contacted more
than 55,000 children of class II and III and provided booklets and poster
to them.
Dabur Honey claims to be the leader in the branded Honey market with a
more than 50 per cent market share. The estimated size of the market is
around Rs. 100 crore with a large unorganized sector. The brand expects
to achieve a turnover of Rs. 45 crore in the current financial year. The
brand spends about Rs. 4 crore on advertising.
RESEARCH AREAS
DELHI
Greater Kailash – I, II
Vasant Vihar
Yusuf Sarai
Lodhi Colony
Lajpat Nagar
New Friends Colony
Cannaught Place
Vasant Kunj
Nehru Place
R. K. Puram
Gautam Nagar
Aruna Asif Ali Road
Defence Colony
South Extention – I, II
Patel Nagar
Rajinder Nager
Karol Bagh
Punjabi Bagh
Ashok Vihar
Rani Bagh
Rohini
Vikas Puri
Janak Puri
NOIDA
Sector – 18
Sector – 27
Sector – 29
Sector – 37
GHAZIABAD
Bazaria
Ghanta Ghar
Ghandhi Nagar
Kavi Nagar
Raj Nagar
6.0 ANALYSIS - I (RETAILERS)
Question 1. What is the percentage of the retailers who keep honey and
who do not keep honey?
INTERPRETATION
It was observed that 8% of the retailers don’t keep honey at all while 92%
of the retailers do keep honey.
Question 2.What is the percentage of the retailers who think that the gifts
are attractive and unattractive?
INTERPRETATION
It was observed that the 80% of the retailers told that there is no effect of
the present gifts while 10% of them have said that they are attractive and
remaining 10% were uniformed about the gifts or they told nothing.
Question 3. How many retailers keep Dabur honey and how many keep
other brands?
INTERPRETATION
It was observed that 52% of the retailers keep only Dabur Honey while
4% of them do not keep Dabur Honey and remaining 44% of the retailers
keep other brands.
Question 4. What influences much in sale of Dabur honey?
INTERPRETATION
It was observed that 52% of the retailers have told that sale of Dabur
Honey is due to its brand name, 17% said due to quality, 10% due to
purity, 5% because of advertisement, 2% because of promotion schemes
and 5% due to easy availability.
Question 5. How many retailers complained about crystallized honey?
INTERPRETATION
It was observed that 27% of the retailers complaint about the crystallized
honey while remaining have no such kind of complaint.
Question 6.How many retailers are satisfied with the margin provided?
INTERPRETATION
It was observed that 61% of the retailers were unsatisfied while
remaining were satisfied with the margin.
ANALYSIS II (KIDS)
Question 1.How many kids eat honey and how money don’t eat honey?
INTERPRETATION
It was observed that 28% of the kids don’t eat honey at all while
remaining 72% do eat honey.
Question 2.How kids consume Dabur honey?
INTERPRETATION
It was observed that 39% of the kids consume plain honey, 48% consume
it with bread, milk or paranthas and 13% of them consume it as both.
Question 3.How many times in a day kids consume Dabur honey?
INTERPRETATION
It was observed that 66% of the kids consume honey once a day while
34% of them consume honey twice or thrice a day.
question 4.At what time kids consume honey?
INTERPRETATION
It was observed that 33% of the kids consume honey as food items (At a
specific time ie. in morning or evening), 34% of them consume it as
snacks (ie. at any time of the day), and 26% of them consume it as both
snacks and food items. Remaining 7% consume it as medicine.
Question 5.What free gifts kids prefer with Dabur honey?
INTERPRETATION
It was observed that 53% of the kids prefer chess as free gift while
24% of them prefer sketch pens and remaining prefer snake & ladders as
free gift.
Question 6.What is the percentage of the kids who remember the
advertisement and who do not?
INTERPRETATION:
It was observed that 90% of the kids have seen and remember the Dabur
advertisement, while 9% have not seen the advertisement and 1% have
seen the other brand’s advertisement.
ANALYSIS III (MOTHERS)
Question 1.What is the percentage of mothers who consume Dabur
honey?
INTERPRETATION
It was observed that 14% of the respondents don’t consume honey at all.
Question 2.What is the consumption ratio of dabur honey between
mothers and kids?
INTERPRETATION
It was observed that 65% of the respondents said that kids consume
honey the most, while 35% told that adults consume honey.
Question 3.What is the level of satisfaction of the respondents who
consume Dabur honey?
INTERPRETATION
It was observed that 17% of the respondents are satisfied with Dabur
Honey, Level of satisfaction for 39% of the respondents was good and for
44% of the respondents was very good.
Question 4.What is the main reason of purchasing Dabur honey and not
other brands?
INTERPRETATION
It was observed that 34% of the respondents purchase Dabur Honey
because of quality 27% because of purity , 26% due to easy availability,
23% due to brand name.
Question 5.What is the percentage of mothers consuming Dabur honey
and that who consume other brands?
INTERPRETATION
It was observed that 90% of the respondents consume Dabur Honey,
while they remaining consume other brands.
Question 6.What is the package size do mothers generally buy?
INTERPRETATION
It was observed that 40% of the respondents generally consume 500gms.,
38% consume 200gms., and 5% consume 1 Kg. And 17% consume 50
gms. and 100 gms.
BRAND STRENGTH / WEAKNESS ANALYSIS
Important Parameters Strengths Weaknesses
Brand ‘Dabur Honey’ Brand Loyalty
66% Market Share
(In value)
45% Market Share
(In Volume)
Most Selling Brand
40-Crore Brand
Price Affordable
Packaging Attractive
Available in 5 packsizes
(50 gms, 100gms, 200gms,
500 gms and 1 Kg.)
No sachet / Plastic
Packaging
Positioning Targeted to kids (i.e. 6-10
Yrs.) as a food item.
Advertising Leading Brand
Ambassadors, Effective
Reach
Sales Promotion No window hiring/
displays.
Some retailers are
unaware about the
sale promotion
schemes.
Present gifts are
less attractive.
Less schemes for
retailers to push
the product.
Distribution System Widespread two level
channel.
THREATS
Branded honey is available in the market with five or six flavors.
Competitive brands are giving more margins because of which
retailers are least interested in selling their product.
A complaint like granulation of honey (i.e. small sugar crystals) is
affecting the sales.
Foreign branded honey is now available in the market and is liked by
the consumers.
In areas like South Delhi, customers don’t consider price to purchase
honey and foreign honey is capturing the market.
OPPORTUNITIES
New flavors of honey could be introduced.
Innovative packaging like sachet and plastic packaging could be
launched.
In Ghaziabad, market for expensive foreign honey has not been
developed yet, so there are only few brands including local ones
among which Dabur is the leader.
DABUR HONEY COMPETITORS
INDIAN BRANDS
Mehsons Baidyanath Natural Way Himani Zandu Charakh Himalayan Himflora Kashmiree Honey
FOREIGN BRANDS
Capilano (Australian) Lagneese (German) Fragata
LOCAL BRANDS
Parag Ankur ( Khadi Gram Udyog) Dadi’s ( Hoshiarpur) Kabliwala Tripta Hadras (U.P.) Mohun’s Uttarakhand Bajaj Honeylime Baba Balaji Leheson Lekhsons Allied’s Indica
7.0 SUGGESTIONS
After the survey and the analysis, a lot of information was gathered which
is being presented in the form of suggestions.
As the honey is targeted to the kids, they are consuming honey in the
same ways as suggested in the advertisement. so, if the consumption
of honey has to be increased the new uses can be suggested. (eg, it can
be used for preparation of cakes, jelly, squash etc.)
To increase its consumption, it can be written on the bottle of the
honey that for best results, use thrice a day for kids and twice a day
for adults (as the case may be)
For Sales promotion gifts like pencil box, it can be in the shape of the
bottle of Dabur Honey.
It is natural for honey to crystallize but consumers can be made aware
about this fact because it is affecting the sales.
More schemes like ‘Seasonal Schemes’ can be given to the retailers.
More and more displays like window hiring can be given for the retail
outlets as it has been said that “ Jitna Dikhega Utna Bikega”
Sales promotion schemes like” Price off or extra Amount” can be
given.
Margin can be increased because other competitors are giving more
margin due to which the retailers are least interested in pushing the
brand (Mehsons is giving 36% margin).
More detailed information about honey can be given on the
company’s Internet site.
New packaging like ‘Sachet or plastic packaging’ can be introduced.
Plastic packaging for 1 kg. Honey was demanded by the consumers.
Sales promotion gifts like ball, Badminton Racket, Pocket chess,
small toys, cars etc can be given for kids.
The main competitors are Mehsons, Natural way, Himani which are
not the corporate brands as Dabur. The Brand like Mehsons can be
purchased to kick it out from the market.
Foreign brands like Capilano, Lagneese, Fragata are now available in
the market and doing well in posh markets like South Delhi and sector
18, Noida where people don’t consider the price to purchase the
honey. Dabur can merge with the foreign brand and can do marketing
for it.
An awareness programme can be done in the schools like Mother’s
pride where gifts and posters can be given to the kids.
Sales cam also be promoted by distributing small sachets and gifts to
the children on the places like ‘Appu Ghar’ through the Joker.
8.0 LIMITATIONS OF STUDY
1. It was highly expensive and time consuming.
2. The research is carried out on customers, dealers wholesaler retailers
etc. who are human beings. Human beings have a tendency to behave
artificially when they know that they are being observed.
3. Subjectivity is the main limitation of the study. It is very difficult to
verify the research results.
4. The projects generally took longer time. The time by which the
research results are presented market situation can undergo a change.
9.0 CONCLUSION
This survey has revealed that the Ayurvedic industry is a very
complex industry with a manufacturing process, which is sensitive
and requires expert supervision. Dabur Honey also enjoy good
brand loyalty.
Fluctuating demand of Ayurvedic medicines is a problem with
which companies have to contend. As in the case of Asav-arishtas
which enjoy good demand during season changes and warm
months low demand in the other seasons , the demand is not met
well by companies which fail to accurately predict this pattern and
hence end up producing insufficient quantities when the demand is
high and end up with excess inventory as the demand wanes. The
companies fail to review their targets accurately to coincide with
the decreasing levels of demand.
Dabur Honey is under constant threat from it competitors and
loosing its market share. Due to an inadequate budget for
advertising, the company has been unable to promote and create a
consumer base of its own.
The Dabur Honey brand is a major player in the market. Though
due to inefficient distribution and sales network its true potential is
yet to be realized.
10. BIBLIOGRAPHY
BOOKS
Kotler Philip: Marketing Management
Malhotra Naresh k. : Marketing Research
C.R. Kothari: Research Methodology
WEBSITE
www.Dabur.com
NEWSPAERS
Business Standard
Economic Times
11.0 ANNEXURE
QUESTIONNAIRE (CHILDREN)
1. [i] Name……………………………………………………
[ii] Age …………………………………………………….
2. Among the following, which items do you consume?
[i] Jam ž [ii] Chips ž
[iii] Chocolates ž [iv] Jelly ž
[v] Honey ž [vi] Cheese ž
[vii] Butter ž [viii] Cold Drinks ž
3. If No (in question Three), why do you consume honey?
[i] Health ž [ii] Taste ž
[iii] Both (i) & (ii) ž [iv] Any other ž
4. How do you consume honey?
[i] Honey plain ž [ii] With toast/Bread ž
[iii] With Milk ž [iv] With Ice-cream ž
[v] With Biscuits ž [vi] With Nibu Pani ž
[vii] With Parathas/Rotiž
[viii] Any Other (Specify) ……………………………..
5. When do you consume honey?
[i] At breakfast ž
[ii] With snacks ž
[iii] With friends ž
[iv] When you want to have something for fun ž
[v] Whenever you feel like having something sweet ž
[vi] Along with lunch/ dinner ž
6. How many times do you take honey in a day?
[i] Once ž [ii] Twice ž
[iii] Thrice ž [iv] Any other
7. Have you seen any advertisement of honey on television?
[i] Yes ž [ii] No ž
8. If yes (in question six), which advertisements?
………………………………..………………………………..
……………………………………………………………………………
9. Which T.V. Channels?
[i] Sony ž [ii] Star Plus ž
[iii] Zee Network ž [iv] Cartoon Network ž
[v] Doordarshan ž [vi] Any other
10.Have you decided to purchase Dabur honey after watching the
advertisement?
[i] Yes ž [ii] No ž
11. Who encourage you to take Dabur honey?
[i] T.V. ž [ii] Friends ž
[iii] Family ž [iv] Any other ž
QUESTIONNAIRE (MOTHERS)
1. PERSONAL DETAILS
Name: ____________________________________________
Address/Tel: _______________________________________
Age: _____________________________________________
Occupation:________________________________________
Income:-
(i) Below - Rs. 5,000 ž
(ii ) Rs. 5,000 - Rs. 10,000 ž
(iii ) Rs. 10,000 - Rs. 15,000 ž
(vi ) Rs. 15.000 & above ž
2. From the following which items do you consume?
(i) Jam ž (ii) Ketchups ž
(iii) Honey ž (iv) Cheese ž
(v ) Butter ž (vi) Chips ž
(vii ) Cold drinks ž (viii) Any other (specify)…………
3. Who consumes honey the most?
(i) Children ž (ii) Yourself ž
(iii ) Husband ž (iv) Family ž
(v) Any other (specify) …………………………………………
4. Do children …………………………………………..?
(i) Ask for it ž
(ii) You give it yours self ž
5. How do kids consume honey?
(i) Honey plain ž (ii) With toast/Bread ž
(iii) With Milk ž (iv) With Ice-cream ž
(v) With Biscuits ž (vi) With Nibu Pani ž
(vii) With Parathas/Rotiž (viii) Any Other (Specify)…………
6. How do adults consume honey?
(i) Honey plain ž (ii) With toast/Bread ž
(iii ) With Milk ž (iv) With Ice-cream ž
(v) With Biscuits ž (vi) With Nibu Pani ž
(vii) With Parathas/Rotiž (viii) Any Other ž
7. When do you take honey?
(i) At breakfast ž
(ii) Any times of the day as a snacks ž
(iii) As when need arise ž
(iv) Any other (specify) ž
8. Why do kids consume honey?
(i) Taste ž (ii) Health ž
(iii) Both (i) & (ii) ž (iv) Any other (specify)………
9. Why do adults consume honey?
(i) Taste ž (ii) Health ž
(iii) Both ž (iv) Any other (specify)……………
10. When do you usually decide your purchase of honey?
(i) As on when need arises ž
(ii) With monthly grocery list ž
(iii) Any other ( specify)………………………………………
11. In which season do you purchase honey mostly?
(i) Winter ž (ii) Summer ž
(iii) Rainy season ž (iv) Whole year ž
12.Do you buy ………………………………………………… ?
(i) Branded ž (ii) Unbranded ž
(iii) Local Brand ž (iv) Any other Specify)…………...
13.Which brand comes to your Mind first when you heard of the word
"Honey"?
(i) Dabur ž (ii) Zandu ž
(iii) Himani ž (iv) Any other Specify)…………...
14.Which brand do you consume?
(i) Dabur ž (ii) Zandu ž
(iii) Himani ž (iv) Any other (Specify)………
15.If answer is (a) in Q. fifteen what do you like the most?
(i) Purity ž (ii) Quality ž
(iii) Price ž (iv) Easy availability ž
(v) Packsize ž (vi) Packaging ž
(vii ) Brand name ž (viii) Free gifts ž
(ix) Any other (Specify) ……………………………
16.Which packsize do you normally purchase?
(i) 50 gms. ž (ii) 100 gms. ž
(iii) 200 gms. ž (iv) 500 gms. ž
(v ) Any other (specify) ………………………………………
17.From where do you buy Dabur honey generally?
(i) Medical store ž (ii) General store ž
(iii) Departmental store ž (iv) Any other (Specify)……
19. Who influence the buying decision?
(i) Children ž (ii) Friends ž
(iii) Family ž (iv) Any other (specify)…………
20.What is your monthly consumption of Dabur honey?
……………………………..……………………………..…
21.Your level of satisfaction:-
(i) Very good ž (ii) Good ž
(iii ) Satisfy ž (iv) Any other (Specify)…………
22. Your Suggestions:
…………………………………….……………………………………….
……………………………………….
……………………………………….
…………………………………………………………………………
QUESTIONNAIRE (RETAILERS)
1. Do you keep honey?
[i] Yes ž [ii] No ž
2. Which brands do you have?
[i] Dabur ž [ii] Himani ž
[iii] Zandu ž [iv] Any other (specify)…………
3. Which brand do you sale mostly?
[i] Dabur ž [ii] Himani ž
[iii] Zandu ž [iv] Any other [specify] …………
4. Do customers ask for simply honey or branded honey?
[i] Yes ž [ii] No ž
5. Which brands?
[i] Dabur ž [ii] Himani ž
[iii] Zandu ž [iv] Any other [specify]……………
6. (If answer is one in question five) which pack sizes of Dabur honey do
you have?
[i] 50 gms. ž [ii] 100 gms. ž
[iii] 200 gms. ž [iv] 500 gms. ž
[v] Any other (specify) …………………………………………….
7. Which packsizes do you sale mostly?
[i] 50 gms. ž [ii] 100 gms. ž
[iii] 200 gms. ž [iv] 500 gms. ž
[v] Any other (specify) …………………………………………
8. Do you think that do children demand Dabur honey mostly?
……………………………………………………………………………
9. Why customers go for Dabur?
[i] Purity ž [ii] Quality ž
[iii] Price ž [iv] Easy availability
[vi] Packaging ž
[vii] Brand name ž [viii] Free gifts ž
10.Do customers purchase honey after seeing various brands?
[i] Yes ž [ii] No ž
11.What do you think that more consumption of Dabur Honey depends
upon season also? If Yes?
[i] Winter ž [ii] Summer ž
[iii] Rainy Season ž [iv] Any other (specify) …………
12. What is your monthly sale?
[i] In gms. ž [ii] In kgs. ž
13.Are you satisfied with your margin?
[i] Yes ž [ii] No ž
14.How is your relation with distributors?
[i] Very Good ž [ii] Good ž
[iii] Satisfy ž [iv] Any other (specify) …………..
15.Yours Suggestions: -
……………………………………………………………………………
……………………………………………………………………………