dabur internship 403 454

8/6/2019 Dabur Internship 403 454

1/34


2/34

Market size of US$13.1 billion is the fourth largest

sector in the economy

FMCG Sector is expected to grow by over 60% by 2010.

That will translate into an annual growth of 10% over a 5-

year period

Rise from around Rs 56,500 crores in 2005 to Rs

92,100 crores in 2010

At present, urban India accounts for 66% of total

FMCG consumption, with rural India accounting for the

remaining 34%

FFIntroductionIntroduction


3/34

Company ProfileyDabur is today Indias most trusted name

and the worlds largest Ayurvedic and

Natural Health Care CompanyyDabur India - a world leader in Ayurveda

y250 Herbal/Ayurvedic product

yWide distribution network, covering over2.8 million retail outlets with a high

penetration in both urban and rural

markets


4/34


5/34

Evaluation of individual on

Assessment parameters

Assessment of rating by appraiser through

5-point Rating Scale

Discussion of rating with reviewer

Computation of overall final rating by the

Use of Rating scale table

Assessment of training Development

Needs of individual

Constructive feedback given by Appraiser

To Appraisee

Performance Appraisal System


6/34

Problems in the System.. Not followed in a strategic mannerespecially for field staff (SO/SP/SPO)

Many appraisal forms incomplete

Generalized feedback, nothingspecific on employees performancearea

HR formality rather than evaluation

Promotions granted entirely on basisof recommendation of appraiser

Rigid appraisal system not giving

overall evaluation of the employee


7/34

Promotion rule though defined needs to

be communicated before appraisal

process to justify

Need for uniformity (policy changesannually)

Employees are not very satisfied with

the system either No proper complaint channel if

employees are dissatisfied

No career/growth suggestions plan

Cont


8/34

Emphasis on Training Need

Analysis

Mechanism of counselling pre-

performance and post performance

is not in practiced (employees want

this)

Rating scale superficialOutstanding/strong/good/satisfacto

ry/poor Subjective

from assessor to assessor

Cont


9/34

Manager Sales Officer 1- Sales Officer 2

System is very rigid & even a promotion

was not counter checked

The appraisal forms were not thoroughly

analyzed Any errors cannot be fixed due to the

system being inflexible

Case


10/34

PA at Dabur has to be revamped

Training the appraiser

Mid-year reviews

Performance appraisal system -transparent and rationale

Performance feedback: Feedbacksessions should be improved

Employees active involvement in

appraisal & post appraisal analysis

Conclusions & Suggestions


11/34

Figure-centric , should includejudgment criteria for personalevaluation

Behavioural competencies are alsohighly subjective to nature

The self-appraisal system is widely

adopted by other FMCG companies Training need analysis should be

done regularly

Communication channel foremployees to voice out opinions

Cont.


12/34

Strong network of distributorship.

E-purchasing facility

Build on USP - ITC focuses on Agri-Business &

Retail, NESTLE-dairy & confectionary, whereas

Dabur has the Herbal/Ayurvedic line with themwith the other segments.

Do what you do best- pioneers in packaged

juices

FOODS DIVISION successful

Healthy Lifestyle brand which relates to the

health conscious consumer of today

Southern markets not being explored

Marketing


13/34

y Selective price reduction for competitive

edge

y Vatika/Daburs linear (vertical) growth

strategy should be reduced and they should

concentrate on increasing brand value of the

existing brand/product

y The company should focus on a few

champion brands (failed-Anmol)y Not a category leader in any of the consumer

products category where it was present

y Too many segments constrain it from scaling

Cont..


14/34

On The Job Trainingy Analyzing performance appraisal forms

y

Interviews & Recruitment processesy Conduct interview & aptitude tests

y Handling candidates from outside the city

y Settlement for ouster of an employee.

Resignation letter, format, legal papers,personal files, compensation

y Online vendor ship activities like-e-

procurement

y Checking claims, travel & daily allowances of

employees

y Salary slips

y Induction procedure for FEM employees to


15/34

yDealing with employees as an HR

personnel.

yHow to find ways and invest in

opportunities only, which will attain

the main objective of the businessthat is profit.

yHow to select the best advertising

time

M

y Learning


16/34

ySuggested measures to fortify theappraisal systemyAnalysed appraisal formsyFormulated Training calendar for the

employeesyTraining program for the sales staffyOrganizing & accommodating official

visitors from other citiesySalary checks & induction slips for

FEM employeesyEmployee induction into the company

system (fem employees) for newemployee code numbers- formalities

My Contribution To TheOrganization


17/34

Stress Most important aspect of your job

Flexibility with respect to family

responsibilitiesForms of discrimination or harassment


18/34

committed recommend it to others

complaint channel level of job satisfaction


19/34


20/34

20


21/34

Current Scenario

Market Summary

Market share = 6%. (approx. )

Players : Kissan, Hamdard, Rasna,Haldirams, Others

Leader : Kissan easily enjoys

leadership status


22/34

Market Analysis

Market does not contain numerous strong competitors


23/34

Problems

y Very poor brand building initiatives

y Brand recall necessary for revival of the product

y Consumer awareness is less little

y Lagging behind in advertisingy Brand promotion is nil

y Relationship with the retailers is also suffering

because of poor distribution network

y Concentrating on big super markets like BIG

BAZAAR instead of retail market in sectors

y No trade push by the company


24/34

Survey Analysisy 67% sample space unaware of product

y

Packaged lemon juice has not yet caught theattention of consumers

y Consumers still widely use homemade squeezed

lemon juice

y Customer attraction factor -discounts & brand name


25/34

PromotionsPromotionsyCoupons and Discounts

yGifts and premiums to the Dealers

yFree samples to related Dabur products

yProduct Demonstrations

yGames and ContestsyActivations

yPoints of Purchase (POP)

yTie-ups with cookery shows to


26/34

AdvertisingyTelevision

yPrint Media

yFm Radio Stations

yHoardings

y

Cinema Halls /M

ultiplexesyWeb (Pop-Ups)

yTailor made advertisements for

specific areas


27/34

Public RelationsyHave a separate Public relations department

for local shopkeepers

ySupport social causes like blood donation

yWebsite can have a special customerfeedback section

yFeedback from stockiest & distributors for

better understanding of the market scenarioyConcentration on small retailers too

yPersonal selling

yConfidence building measures like writing on


28/34

Research & DevelopmentPackaging

yRepackaging in an attractivedesignyIntroduction of Sachet Packs

y

Introducing 100 ml Plastic Bottlein India

Innovation

y

Improve Taste


29/34

On The Job TrainingyAnalysis of performance appraisal forms

for TNA

yAnalyzing the forms in order to infer

training aspects, region & need wise

yRecruitment Processes - The procedure of

conducting interviews which included shortlisting candidates, carrying out interview

sessions and conducting written tests

yPersonal files up gradation process: this


30/34

My Contributions to theOrganizationyFormulated a need analysis to identify

training programs that are most

needed for the employees

ySuggested various training methods

as per training need

y

Assisted in conducting trainingprogram for the employees

yConducted written interviews and

assisted in personal interviews


31/34

Conclusions & SuggestionsSuggestions to organizational problems:

y Change management: Employees need a

proper orientation program

y A new & updated job profile must be given so

there is lesser confusion amongst employeesy Low satisfaction level because there are no

measures taken by the company

y The company lacks in motivational programs

for the employees

y Proper use of systems reduces workload.

Hence effective knowledge is important

y Recreational activities must be conducted


32/34

Training..yAdopt an E-Leaning program

yLack ofMIS & Systems knowledge

yExisting training program handles theaspect of selling only

yTNA should be done at territory/unit

level for effectivenessySystems & data analysis has to be

thorough with the employees

yInduction ro rams must be iven


33/34

M arketing (lemoneez )y Brand revival is a must for product sustainability

y Brand Recall

y Products should not suffer due to inorganic growth

strategy

y Milking of potential markets to gain leadership


34/34

dabur internship 403 454

Documents