making by th harsh pandit
TRANSCRIPT
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1
a
Summer Training Report
on
lsquolsquoMarket Expansion Strategy of Dabur With Special Reference To
Dabur Chyawanprash for Rural Market Delhirsquorsquo
Master of Business dministration
2012-2014
Under the guidance Under the Supervision
Mrs Nimni Saxena Dr Dinesh Sharma
(Asst Proffesor) (Marketing Manager)
Submitted By
Madhuvi Upadhyay
MBA III (sem)
Roll No 1270870330
SSLD Varshney Institute of Managementamp Engineering Aligarh
2012-14
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2
CERTIFICATE
It is to certify that Miss Madhuvi Upadhyay Roll Number 1270870330 DO Mr Yogesh Upadhyay
bonafied student of MBA SSLD Varshney Institute of Management amp Engineering Aligarh To the best
Knowledge summer internship report titled ldquoMarket Expansion Strategy of Dabur With Special Reference To Da
Chyawanprash for Rural Market Delhi rdquo submitted by himher is hisher original contribution The study w
conducted at Ghaziabad during 1 June to 1 August 2013
HOD OF MANAGEMENT
Dr Ansul Mani
Date- Project Guide-
Mrs Nimmi Saxena
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3
Dabur India Ltd
Corporate Office Kaushambi
Ghaziabad ndash 201010
Uttar Pradesh India
Dated 5th Aug 2013
TO WHOM SO EVER IT MAY CONCERN
This is to certified that Miss Madhuvi Upadhyay DO Mr Yogesh Upahyay student of MBA from SSLD Varshney Institute of Management andengineering (Affiliated to Mahamaya Technical University Noida) as undergoneproject training in our company from 1st June 2013 to 1st Aug 2013
He has completed his assigned project title ldquoMarket Expansion Strategy of Dabur With Special Reference To Dabur Chyawanprash for Rural Market Delhirdquo and help in spreding awareness of the companyrsquos plans and given fairand good feedback of the company
S K Dabar
Manager
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4
DECLARATION
I hereby declare that this Summer Training Report titledlsquolsquoMarket Expansion
Strategy of Dabur With Special Reference To Dabur Chyawanprash for
Rural M arket Delhirsquorsquo
is executed as per the course requirement for the MBA I have not been
submitted by me or any other person to any other university or institution for
degree or diploma Itrsquos my own work
Madhuvi Upadhyay
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ACKNOWLEDGEMENT
In this project I have made an honest and dedicated attempt to make the research
material as authentic as it could And I earnestly hope that it provides useful and
workable information and knowledge to any person reading it
During this small time frame of two months in which the project reached its completion
there were a few people whom I would like to make a mention of and without whose
help the project would have never seen the light of the day
I also thank to my internal guide Dr Dinesh Sharma for his timely response via e-mail
which immensely helped in giving the project the initial direction it needed
I would like to thank my external guide Mr S K Dabar (Branch Manager) who gave me
a free hand as far as going about the project work was concerned
I dedicate this project to the Dealerrsquos of Aligarh district who were extremely kind and
who at times went out of the way to help me Without their co-operation it would have
perhaps not been possible to research a few places which I did within the stipulated
time frame Madhuvi Upadhyay
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6
PREFACE
Management training has gained rapid importance only recently Management
was previously considered as an inborn art or talent But in todayrsquos fast
developing word this view has been abandoned
To develop managerial capabilities and to supplement their theoretical
knowledge with practical experience the management students are required to
go training in business organization
This study would not only help me as a management student to gain a deep
insight of how an organization works but also practical usage of all management
techniques that I have learnt during the course of my study This project would
also help me analyze the difference between the organizational realities and the
theories that have been taught in my academic session and also gave me a real
experience of the corporate world let me better understand how it function It
also taught me how to take every experience in the right and learn from each
one Finally the analysis feasible to be put to test in real life situations I shall
consider all my hard work worthwhile if this endeavor of mine is able to satisfy all
those concerned and proves useful to anyone or for any further study in the
future
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CERTIFICATE
DECLARATION
ACKNOWLEDGEMENT
PREFACE
TABLE OF CONTENTS
1 EXECUTIVE SUMMARY
2 INTRODUCTION OF DABUR COMPANY
3 OVERVIEW OF FMCG SECTOR IN INDIA
4 THE MARKETING MIX ANDSELLING PROCESS
5 PRODUCT LINE
6 COMPETITOR ANALYSIS
7 SWOT ANALYSIS OF DABUR
8 OBJECTIVE OF THE STUDY
9 RESEARCH METHODOLOGY
10 DATA ANALYSIS
11 CONCLUSIONS
12 FINDINGS
13 LIMITATION
14 RECOMMENDATIONS
15 BIBLIOGRAPHY
16 QUESTIONNAIRE
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EXECUTIVE SUMMARY
This report aims at analyzing and reporting on the marketing strategies of Dabur
India Ltd (DIL) for the brands Dabur Chyawanprash Pioneering role that it has
played in the evolution of the categories it has had a presence in Dabur
Chyawanprash is the leader in the Chyawanprash category and enjoys a market
share of 61 per cent In 50s Dabur pioneered the concept of branded
Chyawanprash and since has invested heavily in product development clinical
studies and consumer awareness The product is essentially a health supplement
This report is not aiming at the overall marketing mix or the marketing strategy of
Dabur India Ltd but is an attempt to analyse the marketing mix of Dabur
Chyawanprash
The report also enlists various recommendations based on BCG Growth Share
Matrix analysis Ansoffrsquos Product Matrix Expansion Grid SWOT Analysis etc This
analysis has been done on the basis of the information gathered from the
company website and other online resources and books and articles
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9
COMPANY OVERVIEW
Over its 120 years of existence the Dabur brand has stood for goodness through a
natural lifestyle An umbrella name for a variety of products ranging from hair
care to honey Dabur has consistently ranked among Indiarsquos top brands Its brands
are built on the foundation of trust that a Dabur offering will never cause one
harm
The trust levels that this brand enjoys are phenomenally high While Ries and
Trout may ask ldquoWhat does Dabur stand formdashshampoo or digestive tabletsrdquo The
answer is fairly simple it stands for Indiarsquos fourth largest fast moving consumer
goods company that both consumers and trade respect and trust unequivocally
and which has an annual turnover of over Rs 15 billion
The company has kept an eye on new generations of customers with a range of
products that cater to a modern lifestyle while managing not to alienate earlier
generations of loyal customers
Dabur is an investor friendly brand as its financial performance shows There is an
abundance of information for its investors and prospective information including
a daily update on the share price (something that very few Indian brands do)
Therersquos a great sense of responsibility for investorsrsquo funds on view This is a direct
extension of Daburrsquos philosophy of taking care of its constituents and it adds to
the sense of trust for the brand overall
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Dabur India Limited has marked its presence with some very significant
achievements and today commands a market leadership status Our story of
success is based on dedication to nature corporate and process hygiene dynamic
leadership and commitment to our partners and stakeholders The results of our
policies and initiatives speak for themselves
Leading consumer goods company in India with a turnover of Rs223372
Crore (FY07)
2 major strategic business units (SBU) - Consumer Care Division (CCD)
and Consumer Health Division (CHD)
3 Subsidiary Group companies - Dabur Foods Dabur Nepal and Dabur
International and 3 step down subsidiaries of Dabur International - Asian
Consumer Care in Bangladesh African Consumer Care in Nigeria and Dabur
Egypt
13 ultra-modern manufacturing units spread around the globe
Products marketed in over 50 countries
Wide and deep market penetration with 47 CampF agents more than 5000
distributors and over 15 million retail outlets all over India
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11
1884 Birth of Dabur
1896 Setting up a manufacturing plant
Early
1900sAyurvedic medicines
1919Establishment of research
laboratories
1920 Expands further
1936 Dabur India (Dr SK Burman) Pvt Ltd
1972 Shift to Delhi
1979Sahibabad factory Dabur Research
Foundation
1986 Public Limited Company
1992 Joint venture with Agrolimen of Spain
1993 Cancer treatment
1994 Public issues
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1995 Joint Ventures
1996 3 separate divisions
1997 Foods Division Project STARS
1998 Professionals to manage the Company
2000 Turnover of Rs1000 crores
2003 Dabur demerges Pharma Business
2005 Dabur aquires Balsara
2005Dabur announces Bonus after 12
years
2006Dabur crosses $2 Bin market Cap
adopts US GAAP
2006 Approves FCCBGDRADR up to $200
million
2007 Celebrating 10 years of Real
2007 Foray into organised retail
2007 Dabur Foods Merged With Dabur
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13
India
2008 Acquires Fem Care Pharma
2009Dabur Red Toothpaste joins Billion Rupee Brand club
2010Dabur makes its first overseas acquisition
2011 Dabur enters professional skin care market
2011Dabur India acquires 30-Plus from Ajanta Pharma
2012 Dabur crosses Billion-Dollar Turnover Mark
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Founding Thoughts
What is that li fe worth which cannot bri ng comfor t to others
The doorstep Daktar The story of Dabur began with a small
but visionary endeavour by Dr S K Burman a physician
tucked away in Bengal His mission was to provide effective
and affordable cure for ordinary people in far-flung villages
With missionary zeal and fervour Dr Burman undertook the
task of preparing natural cures for the killer diseases of those
days like cholera malaria and plague
Soon the news of his medicines traveled and he came
to be known as the trusted Daktar or Doctor who came
up with effective cures And that is how his venture Dabur got its name - derived
from the Devanagri rendition of Daktar Burman Dr Burman set up Dabur in 1884
to produce and dispense Ayurvedic medicines Reaching out to a wide mass of
people who had no access to proper treatment Dr S K Burmans commitment and
ceaseless efforts resulted in the company growing from a fledgling medicine
manufacturer in a small Calcutta house to a household name that at once evokes
trust and reliability
The mission continues
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PASSION FOR WINNING
We all are leaders in our area of responsibility with a deep
commitment to deliver results We are determined to be the bestat doing what matters most
Milestones to success
Dabur India Ltd made its beginnings with a small pharmacy but
has continued to learn and grow to a commanding status in the
industry The Company has gone a long way in popularising and
making easily available a whole range of products based on the
traditional science of Ayurveda And it has set very high
standards in developing products and processes that meet
stringent quality norms As it grows even further Dabur will
continue to mark up on major milestones along the way setting
the road for others to follow
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1884 - Established by Dr S K Burman at Kolkata
1896 - First production unit established at Garhia
1919 - First RampD unit established
Early 1900s - Production of Ayurvedic medicines
Dabur identifies nature-based Ayurvedic medicines as its area of specialisation
It is the first Company to provide health care through scientifically tested
and automated production of formulations based on our traditional science
1930 - Automation and upgradation of Ayurvedic products
manufacturing initiated
1936 - Dabur (Dr S K Burman) Pvt Ltd Incorporated
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 ancient restorative Chyawanprash is launched in packaged
form and becomes the first branded Chyawanprash in India
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1957 - Computerisation of operations initiated
1970 - Entered Oral Care amp 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 is made 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 completes 100 years
1988 - Launches pharmaceutical medicines
1989 - Care with fun
The Ayurvedic digestive formulation is converted into a childrens fun product
with the launch of Hajmola Candy In an innovative move a curative product
is converted to a confectionary item for wider usage
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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 Intaxel (Paclitaxel) Dabur
Research Foundation develops an eco-friendly process to extract the drug from
its plant source
1996 - Enters foods business with the launch of Real Fruit Juice
1996 - Real 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 1000 crore mark
Dabur establishes its market leadership status by staging a turnover of
Rs1000 crores Across a span of over a 100 years Dabur has grown from a
small beginning based on traditional health care To a commanding position
amongst an august league of large corporate businesses
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2001 - Super specialty drugs
With the setting up of Dabur Oncologys sterile cytotoxic facility the
Company gains entry into 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
2002 - Dabur record sales of Rs 116319 crore on a net profit of Rs 644
crore
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 this 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 ISO 9002
certification
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Science for nature
Reinforcing its commitment to nature and its conservation Dabur Nepal a
subsidiary of Dabur India has set up fully automated greenhouses in Nepal
This scientific landmark helps to produce saplings of rare medicinal plants
that are under threat of extinction due to ecological degradation
2005 - Dabur acquires Balsara
As part of its inorganic growth strategy Dabur India acquires Balsaras
Hygiene and Home products businesses a leading provider of Oral Care and
Household Care products in the Indian market in a Rs 143-crore all-cash
deal
2005 - Dabur announces bonus after 12 years
Dabur India announced issue of 11 Bonus share to the shareholders of the
company ie one share for every one share held The Board also proposed an
increase in the authorized share capital of the company from existing Rs 50
crore to Rs 125 crore
2006 - Dabur crosses $2 bin market cap adopts US GAAP
Dabur India crosses the $2-billion mark in market capitalisation The
company also adopted US GAAP in line with its commitment to follow
global best practices and adopt highest standards of transparency and
governance
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2006 - Approves FCCBGDRADR up to $200 million
Moving forward on the inorganic growth path Dabur India decides to raise up
to $200 million from the international market through Bonds FCCBs GDRADR QIPs or any other securitiesThe capital raised will be used to fund
Daburs aggressive growth ambitions and acquisition plans in India and
abroad
2007 - Celebrating 10 years 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 HampB 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 amp Beauty format
2007 - Dabur Foods Merged With Dabur India
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
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Dabur has an illustrious Board of Directors who are committed to take the
company onto newer levels of human endeavour in the service of mankind The
Board comprises of
Chairman
Vice-
Chairman
Dr Anand
Burman
Mr Amit Burman
Whole Time Directors
Mr PD Narang Mr Sunil
Duggal
Mr Pradip Burman
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Non Whole Time Promoters Directors
Mr Mohit Burman
Independent Directors
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His Highness
Maharaja
=Mr P N
Vijay
Mr R C
Bhargava
Dr S Narayan
Sunil DuggalChief Executive Officer
Dabur India Limited
Sunil Duggal took over as the Chief Executive Officer
of Dabur India Limited in June 2002 holding reins of the
organisation he joined in 1995
Mr Duggal started his career as a management trainee in
Wimco Limited in 1981 after getting his Engineering
Degree (Electrical amp Electronics) from BITS Pilani and
Business Management from IIM Calcutta His stint atWimco continued till 1994 with a break in between
when he joined Bennett
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Spanning a career of over 20 years Sunil Duggal has travelled widely across Indiaand handled diverse portfolios that have helped him understand the dynamics of
FMCG businesses and market trends He is well versed in the intricacies of Indias
regional diversities and consumer needs
Mr Duggal lives in Delhi with his wife and one child Whenever he gets a break
from his official responsibilities Mr Duggal likes to spend time at home with his
family and an occasional round of golf
Coleman amp Co Ltd for a short period In 1994 he moved to Pepsi Foods as GM
Sales Operation
In 1995 he came into the Dabur family as General Manager (Sales amp Marketing)
of the Family Products Division with products like Dabur Amla Lal Dant Manjan
and Vatika in his portfolio This Division spearheaded the spectacular growth
recorded by Dabur in this period Vatika was also launched during this period and
is now the Companys second biggest brand
With his dynamic spirit and leadership abilities he soon became Vice-President
and SBU-Head of the Family Products Division In July 2000 Mr Duggal was
appointed Director Sales and Marketing of Dabur India Limited And in 2002 he
became the CEO of the Company - a professional with valuable experience to
steer the company ahead in its growth plans
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Good corporate governance and transparency in actions of the management is key
to a strong bond of trust with the Companyrsquos stakeholders Dabur understands the
importance of good governance and has constantly avoided an arbitrary decision-
making process Our initiatives towards this end include
Professionalisation of the board
Lean and active Board(reduced from 16 to 10 members)
Less number of promoters on the Board
More professionals and independent Directors for better management
Governed through Board committees for Audit Remuneration Shareholder
Grievances Compensation and Nominations
Meets all Corporate Governance Code requirements of SEBI
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When our Founder Dr S K Burman first established Dabur he had a vision that
saw beyond the profit motive In his words What is that life worth which cannot
bring comfort to others This ideal of a humane and equitable society led to
initiatives taken to give back some part of what Dabur has gained from the
community
Our major initiatives in the Social sector include
Establishment of the Sustainable Development Society or Sundesh in 1993
- a non-profit organisation to promote research and welfare activities in rural
areas
Promoting health and hygiene amongst the underpriviledged through the
Chunni Lal Medical Trust and
Organising the Plant for Life programme for schoolchildren - to create
environmental awareness amongst young minds
Our commitment to Environment
Ancient wisdom of conservation
From times immemorial Indian sages and men of wisdom have understood and
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appreciated the value of nature and its conservation Our ancestors recognised
that if we grabbed from nature beyond what was healthy it would lead to all
round degradation and even the extinction of humanity That is why nature was
sanctified and worshipped in the form of gods and goddesses
Dabur upholds the tradition
Today we at Dabur also value natures bounty Without the fruits of nature the
vision of Dabur would never have been fulfilled And that is the reason for our
unfailing commitment to ecological conservation and regeneration We would like
to follow the principles of our ancient texts which say
Dehi me dadami te - you give me and I give you
Back to Nature
Rare herbs and medicinal plants are our most valuable resource from which all
our products are derived Due to overexploitation of these resources and
unsustainable practices these plants and herbs are fast reaching the point of
extinction In view of this critical situation Dabur has initiated some significant
programmes for ecological regeneration and protection of endangered plantsecies
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Plants for Life
We have set up the Plants for Life project in the mountainous regions of the
Himalayas Under the project a high-tech greenhouse facility has been set up for
developing saplings of rare and endangered medicinal plants Fully computer-
controlled and monitored this greenhouse maintains the highly critical
environmental parameters required for their survival We are also developing
quality saplings of more than 20 herbs 8 of them endangered through micro
propagation
In addition satellite nurseries spread across mountain villages and
contract cultivation of medicinal herbs helps in maintaining the ecological
balance These measures have also helped provide local cultivators the scientific
knowledge for harvesting herbs and a steady source of income So that they are
not forced to exploit the environment to earn a livelihood
Living a Green Heritage
These are significant steps that can contribute to a better world for coming
generations To whom we would like to bequeath a world not bereft of nature
But full of flowering and fruit bearing trees animals birds and humans living in
good health and complete harmony
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Kashambi Corporate Office
Corporate Office
Kaushambi
Ghaziabad - 201010
Uttar Pradesh India
Tel
+91 (0120) 3982000 (30 Lines)
+91 (0120) 3001000 (30 Lines)
Registered Office
83 Asaf Ali Road
ew Delhi ndash 110 002
Tel +91 (011) 23253488
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DABUR WORLD WIDE
Daburs mission of popularizing a natural lifestyle transcends national boundaries Today
there is global awareness of alternative medicine nature-based and holistic lifestyles and
an interest in herbal products Dabur has been in the forefront of popularizing this
alternative way of life marketing its products in more than 50 countries all over the
world
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Our products World Wide
We have spread ourselves wide and deep to be in close touch with our overseas
consumers
Offices and representatives in Europe America and Africa
A special herbal health care and personal care range successfully selling in
markets of the Middle East Far East and several European countries
Inroads into European and American markets that have good potential due to
resurgence of the back-to-nature movement
Export of Active Pharmaceutical Ingredients (APIs) manufactured under strict
international quality benchmarks to Europe Latin America Africa and other Asian
countries
Export of food and textile grade natural gums extracted from traditional plant
sources
Partnerships and Production
Strategic partnerships with leading multinational food and health care
companies to introduce innovations in products and services
Manufacturing facilities spread across 3 overseas locations to optimise
production by utilising local resources and the most modern technology available
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OVERVIEW OF FMCG SECTOR IN INDIA
The Indian FMCG sector is
the fourth largest sector
in the economy with a
total market size in excess
of US$ 131 billion It has
a strong MNC presence
and is characterised by a
well-established
distribution network
intense competition
between the organised and
unorganised segments and
low operational cost Availability of key raw materials cheaper labour costs and
presence across the entire value chain gives India a competitive advantageThe FMCG market is set to treble from US$ 116 billion in 2003 to US$ 334
billion in 2015 Penetration level as well as per capita consumption in most
product categories like jams toothpaste skin care hair wash etc in India is low
indicating the untapped market potential Burgeoning Indian population
particularly the middle class and the rural segments presents an opportunity to
makers of branded products to convert consumers to branded products Growth is
also likely to come from consumer upgrading in the matured product categories
With 200 million people expected to shift to processed and packaged food by
2010 India needs around US$ 28 billion of investment in the food-processing
industry
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India is one of the largest emerging markets with a population of over one billion
India is one of the largest economies in the world in terms of purchasing power
and has a strong middle class base of 300 millionAround 70 per cent of the total
households in India (188 million) resides in the rural areas The total number of
rural households are expected to rise from 135 million in 2001-02 to 153 million
in 2009-10 This presents the largest potential market in the world The annual
size of the rural FMCG market was estimated at around US$ 105 billion in 2001-
02 With growing incomes at both the rural and the urban level the market
potential is expected to expand further
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TMarketing Mi
Product Place
Target
Market
Price Promotion
The firm attempts to generate a positive response in the target market by blending
these four marketing mix variables in an optimal manner
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38
A Summary Table of the Marketing Mix
The following table summarizes the marketing mix decisions including a list of
some of the aspects of each of the 4Ps
Summary of Marketing Mix Decisions
Product Price Place Promotion
Functionality
Appearance
Quality
Packaging
Brand
Warranty
ServiceSuppor
t
List price
Discounts
Allowances
Financing
Leasing
options
Channel members
Channel
motivation
Market coverage
Locations
Logistics
Service levels
Advertising
Personal
selling
Public
relations
Message
Media
Budget
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39
DABUR FOODS SELLING PROCESS
Dabur food process of selling starts from stockiest
CampFA dose not have any process to play in the process of selling of dabur
foods products They are just Clearing amp Forwarding Agents they store the
manufacturing products and then supply it to stockiest
Stockiest pay the money to dabur foods through demand draft
Stockiest further sells the products to retailers
Retailer finally sells the products to consumers
MARKETING HOW DABUR FOODS IS USING MIX
Product
Appearance Dabur tries to make its products appear very attractive
Quality Quality of the product is really unmatchable as it is tested number of
times and its products are processed using very advanced machinery and
technology
Packaging Dabur products packaging is done in such a way that its juices does
not get expired before 6 months inspite of perishable products
Brand Dabur itself is a very reputed and well known brand in the market and its
Real juice is also known all over India
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40
Warranty Dabur as such does not gives any warranty but if there is any problem
in its products before expiry then they replace the product
ServiceSupport Dabur foods provide full support to its stockiest retailers and
consumers what so ever the problem is
Price
List price Dabur decide its price according to its competitors and the price
structure is different for retailers and stockiest
Discounts There are different discounts for retailers stockiest and consumer from
time to time
Allowances Special allowances are gicen to stockiest sales man if he acives his
targets
Place
Channel members Channel members or business partners of dabur are its
stockiest retailers
Channel motivation Channel motivation for dabur is pull and push strategy
Market coverage Dabur Foods has a distribution network that covers 175 towns
and 75 thousand retail outlets making its product available to the consumers across
the country at ease
Locations Dabur foods try to cover or tries to place its products in each and every
shop and every location
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41
Promotion
Advertising Dabur products are advertised through television newspapers
magazine etc
Personal selling Dabur hardly do any personal selling except in tent shows and
road shows Same for less amp more for same
Media Media of promotion is TV Radio newspapers magazine
Budget Budget is Decided by finance team for different strategic business unit
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Critique of selling
In theory the purpose of selling is to help a customer realize his or her goals in an
economic fashion However in reality this is not always the case Customers can be influenced to purchase a product or service that initially was not of interest to
them Some salespeople are trained in the art of selling customers things they dont
need
Take for example the purchasing of a car a consumer may have a set of cars in
mind (called an evoked set) that she feels match her needs wants and budget She
may seek the advice of a salesperson given that a salesperson can help her realize
the right car given those criteria This can be a socially useful function salespeople
have specialized knowledge of products that can help consumers make an informed
decision However a salesperson may also talk a consumer into purchasing a more
expensive or perhaps larger car then she needs or can afford In this context the
salesperson may have usefully helped the customer re-evaluate her needs thereby
establishing a new set of appropriate choices among which included the newer orlarge car This again would be a helpful and useful service provided by the
salesperson However it is sometimes the case that customers purchase a product
or service that was not initially intended and remains an inappropriate purchase
after the fact On the other hand the consumer in this scenario can be held partially
responsible for the inappropriate purchase indeed A fool and his money are soon
parted (PT Barnum English proverbs)
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43
This dysfunctional behavior is encouraged by
Incentives of salespeople to increase their total number of sales especially where
retailers keep track of sales or offer commission-based salaries
Incentives from the manufactures of products or the companies of service
providers to salespeople to sell their products where other similar products
offered by competitors are offered
The incentive to sell a customer a product that is in need of being cleared
out despite the fact that a customer may be better to wait for the new
product
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Channel Of Distributions
Manufacturing Plant
Clearing and forwarding agent (different regions)
Stockist A Stockist B Stockist C
Retailers Retailers Retailers Retailers Retailers Retailers
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45
CONSUMERS
The above diagram it shows channel of distribution of dabur foods here first the products are manufactured and from Manufacturing plants the packed goods are
supplied to Clearing And Forwarding Agents(CampFA) and from here the goods are
then further supplied to number of Stockiest or Distributors from here goods
reaches to large number of Retailers and it is the duty of Stockiest to take orders
from retailers and then supply the goods to them this work is generally done by
stockiest salesman through ready stock or by taking orders first and then placing
the order From here the goods finally reaches to Customers Customer purchases
the product from retailers
This was the basic Channel of Distribution used by Dabur Foods now I will throw
light on each channel of distribution of Dabur Foods
Supply Chain Management
Supply chain management starts before physical distribution it involves procuring
the right inputs (raw materials components and capital equipment) converting
them into finished products and dispatching them to the final destinations The
supply chain perspective can help identify superior suppliers and distributors and
help them improve productivity which ultimately brings down the companyrsquos
costs
A broader view sees a company at the center of a value network that
includes its suppliers its immediate customers and their end customers The value
network includes valued relations with others such as university researchers
government approval agencies and so on
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MANUFACTURING PLANT
Dabur Foods has Number of products in its product line but its main area of
interest or the product on which they concentrate the most is Real Juice amp Coolers
Dabur has its manufacturing plant at Nepal and at Jaipur where juice is
manufactured and tested
PROCUREMENT amp TRANSPORT
Getting the raw material and packaging material requirement from the
production unit in charge
Constant updates on the procurement of materials and transport details
Production details and ingredient content information from the different personnel and coordinating this activity
PACKAGING
Approval and coordination of the supply of packaging material to the
production unit
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47
CLEARING AND FORWARDING AGENTA (CampFA)
From manufacturing plant the stock is transported or supplied to clearing
and forwarding agents
Clearing and Forwarding Agents is a third party and Dabur gives contract to
them so company has nothing to do in building the relationship with them
Here CampFA keep or stock the goods with them
They charge dabur for stocking the good and even dabur donrsquot mind doing
so as it is a measure of cost cutting as well as there is no need for gowdowns
and maintenance
For Ghazizbad Meerut Delhi NCR there is one CampFA whish is situated in
Mohan Nagar here all goods which dabur foods hare kept here
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STOCKIEST OR DISTRIBUTORS
Stockiest store the products in their godowns CampFA supplies the goods to
them as per their order
Stockiest has some sales men working under him they are known as
stockiest sales man Their work is to place the products in the market and
take order from retailers and then supply goods to them
Sales man either take ready stock with them or they first take orders and
then supply goods later on
There is a beat which is a schedule route of sales man means sales man has
to daily cover the route as mention in the beat
Merchandising making products visible pasting posters putting banners
and seeing that goods are properly placed in the retail outlets is also the duty
of stockiest sales man
Companiesrsquo sales officer keeps a check on the stockiest and monthly report
is also prepared which is further analyzed by ASM amp ZSM
In Noida Dabur has 1 stockist and in Ghaziabad 1
RETAILERS
Retailers are backbone of the company as they are the one who can take the
product on new heights or can bring it down to toes
Stockiest supplies goods to retailers and tries Persuading retailers to give the
brand special displays (using merchandising tools) to get affective brand
presence and arranging it in more noticeable manner
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Classification of outlets in different type of markets is different according to
their sales volume
TYPES OF RETAILS OUTLETS
Class Average Monthly Business
A Above 10000
B 5000-10000
C Upto 5000
Margin of retailers is always higher than stockiest
Retailers are the one who have direct contact with the customers
Dabur Foods has a distribution network that covers 175 towns and 75
thousand retail outlets making its product available to the consumers across
the country at ease
TYPES OF RETAIL MARKET
The retail market can be classified on the basis of magnitude of retail
SCATTERED MARKET
Lesser no of outlets and
Extensive outlets
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50
BLOCK MARKET
Large no of retail outlets in chunk
SUPER MARKET
Through their superior information logistical systems and buying power deliver
good service and immense volumes of products at attractive prices
CHAIN OUTLETS
Having more than one key outlet all across with a single control unit and central
purchasing strategy
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51
M PRODUCT LINE
Foods
Real
Real Activ
Hommade
Lemoneez
Capsico
Health Care
Baby Care
Dabur Lal Tail
Dabur Baby Olive Oil
Dabur Janma Ghunti
Health Supplements
Dabur Chyawanprash Dabur Glucose D
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Digestives
Hajmola Yumstick
Hajmola Mast Masala
Anardana
Hajmola
Hajmola Candy
Hajmola Candy Fun2
Pudin Hara (Liquid and Pearls)
Pudin Hara G
Dabur Hingoli
Natural Cures
Shilajit Gold
Nature Care Sat Isabgol
Shilajit
Ring Ring
Itch Care
Backaid
Shankha Pushpi Dabur Balm
Sarbyna Strong
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Personal Care
Hair Care Oil
Amla Hair Oil
Amla Lite Hair Oil
Vatika Hair Oil
Anmol Sarson Amla
Hair Care Shampoo
Anmol Silky Black Shampoo
Vatika Henna Conditioning Shampoo
Vatika AntiDandruff Shampoo
Anmol Natural Shine Shampoo
Oral Care
Dabur Red Gel
Dabur Red Toothpaste
Babool Toothpaste
Dabur Lal Dant Manjan
Dabur Binaca
Toothbrush
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Dabur Amongst Top Three Most
Respected FMCG Companies
Dabur Real Bags Gold In Readers
Digest Trusted Brand Awards
Dabur Figures In Top Great PlaceTo Work 2006 List
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Dabur has been ranked
amongst Indias Most
Innovative Companies by
a Business Today-Monitor
Group survey
Hajmola has been ranked
34th in Indiarsquos 100 Most
Valuable Brands list
Hajmola one of the
strongest brands in
Daburs portfolio
has been listed
among the Top 18
Iconic Brands in
India that have
stood the test oftime
Dabur Indiarsquos fruit juice
brand Reacuteal awarded the
Three Dabur brands --
Hajmola Dabur Amla and
Hajmola moves up
11 spots to take the
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Readerrsquos Digest Gold
Trusted Brand Award
2008 in the food amp
beverages category
Vatika -- have debuted in
the Economic Times
Brand Equitys Most
Trusted Brands 2008 list
Besides Dabur Foods has
climbed up to take the
40th spot
34th position
among Indias Top
100 Most Valuable
Brands of 2008
released by 4Ps and
ICMR
Dabur India Ltd has been ranked 28th in the list of Indias Top 50 Most
valuable (Company) Brands by Brand Finance
newu was voted the Most
Admired New Retail
Launch of the year at
Images Retail Awards
Dabur India CEO Mr
Sunil Duggal was named
Best Corporate Leader of
2008 at the BampE
Leadership and Excellence
Dabur India Ltd
was ranked the
Business Leader in
the FMCG -
Personal Care
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Awards Category at the
NDTV Profit
Business
Leadership Award
2008
Dabur India Ltd CEO Mr
Sunil Duggal has been
ranked among Indias
Most valueable CEOs by
Business World
Dabur India Ltd has been listed among the Super
100 of India Inc prepared by Business India
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Dedicated to the health and well being of every household
This is our company We accept personal responsibility and accountability to meet business needs
We all are leaders in our area of responsibility with a deep commitment to deliver results We are determined to be the best at doing what matters most
People are our most important asset We add value through result driven training and we encourage amp reward excellence
We have superior understanding of consumer needs and develop products to fulfill them better
We work together on the principle of mutual trust amp transparency in a boundary-less organisation We are intellectually honest in advocating proposals includingrecognizing risks
Continuous innovation in products amp processes is the basis of our success
We are committed to the achievement of business success with integrity We are honest with consumers with business partners and with each other
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60
INTRODUCTION OF DABUR CHYWANPRASH
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Dabur Chyawanprash the trusted name for your entire familys health
Dabur Chyawanprash has anti-oxidant properties amp strengthens your bodysinternal defense mechanism the immune system thereby protecting you fromeveryday infections cough cold amp stress etc
At a time when flu and viruses are everywhere your immunity system provides the best prevention from these deadly diseases Chyawanprash a time-tested age-
old formulation has a number of herbs like Amla known to be one of the bestantioxidants Giloy (Guduchi) known to have immuno modulatory properties andhas more than 40 other natural ingredients to boost immunity
Dabur Chyawanprash The Health Giver
Derived from 2500-year-old Ayurvedic formula
Totally chemical-free natural and safe Powerful combination of herbs and plant extracts in a
base of Amla fruit pulp Refined by Dabur to provide traditional goodness with best quality
Reinforces the immune system amp helps fight disease Trusted health provider of a majority of Indian households
Usage
Dabur Chyawanprash has a tangy sweet-sour taste and the consistency of jamIt can be taken directly or with milk and as bread spread In all cases itstherapeutic properties remain stable and active In winters have a glass ofwarm milk after having Chyawanprash In summers have a glass of cold milkafter having Chyawanprash
Dose
1-2 teaspoonful
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STP ANALYSIS OF DABUR CHYAWANPRASH
SEGMENTATION
Dabur Chyawanprash is the market leader in the Chyawanprash segment It
comes under the category of health supplements The segments that it considers
are growing kids competitive youth ever busy housewives and the aged
For the growing kids In todays competitive environment the children are under
high pressure to excel
For the competitive youth Modern life keeps the youth busy and demands them
to be active and efficient
For ever-busy housewives The homemaker needs to be fit in order to shoulder
all responsibilities
For the aged Old age weakens a person physically and mentally
After segmenting the population into these categories it aims to keep them fit
and healthy
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TARGETING
Traditionally chyawanprash was supposed to be a health supplement for the
aged and kids Dabur Chyawanprash (DCP) is now targeting adults housewives
youth and kids This it is trying to achieve through its promotion activities by
making Amitabh Bacchan and Vivek Oberoi do the endorsement act Amitabh
has been projected as a user of Chyawanprash attempting to establish the
relevance of DCP amongst the adults in todayrsquos demanding lifestyle Vivek who
represents an urban ambitious non-user with a mindset that Chyawanprash is not
for him meets his moment of truth when outperformed by a young
Chyawanprash user thus reaching out to kids His final conversion from a non-
user to a Chyawanprash user connects with the Youth These two ads compliment
each other and connect very well with the targeted consumers
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POSITIONING
Andar se strongrdquo Dabur chyawanprash has the tag line Andar se strongrdquo By
using a natural language instead of scientific language it is able to connect with
the consumers and is able to achieve a better positioning in the minds of the
Indian health conscious consumer A category like Chyawanprash for instance
needs to understand that in employing the category language it loses any chance
of expressing its own benefit distinctively
Holistic Health benefit of Ayurveda Dabur Chyawanprash helps in stimulating
immune system relieving stress improving stamina fighting aging through anti-
oxidant property improving lung function fighting respiratory infections amp
building resistance to disease The brand conveys this health conscious holistic
view of the product
Brand Trust Over 100 years of Daburrsquos experience in Ayurveda ensures selection
processing and quality control of right herbs along with scientific and clinical
studies ndash makes DCP a trustworthy offering for consumers Consumers view DCP
as a product by a trusted brand and therefore do not need to think twice beforemaking a purchasing decisio
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MARKETING MIX OF DABUR CHYAWANPRASH
Dabur Chyawanprash is the market leader in the chyawanprash segment and has
achieved this with its innovative product offering pricing strategy easy
availability and promotion campaigns In the marketing mix of Dabur we shall be
discussing the 4 Ps of marketing mix with respect to Dabur Chyawanprash The
mix shall be analyzed as followed
Product
Price
Place
Promotion
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Product Price Promotion Place
bull Product
Variety
bull Quality
bull Design
bull Features
bull Brand
Names
bull Services
bull List Price
bull Discount
bull Financing
Schemes
bull Credit Terms
bull Advertising amp
Promotion
bull Public Relations
bull Sponsorships
bull Internet
Marketing
bull Channels
bull Location
bull Inventory
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PRODUCT
Dabur Chyawanprash is the leader in the Chyawanprash category
and enjoys a market share of 61 per cent In 50s Dabur pioneered the
concept of branded Chyawanprash and since has invested heavily in
product development clinical studies and consumer awareness The
product is essentially a health supplement
Known as the ldquoelixir of liferdquo Chyawanprash has (clinically) proven benefits in
maintaining smooth body functioning The principal ingredient Amla (Indian
Gooseberry) acts as an anti-oxidant and immuno-stimulant Dabur Chyawanprash
helps in stimulating immune system relieving stress improving stamina fighting
aging through anti-oxidant property improving lung function fighting respiratory
infections amp building resistance to disease It is these properties that make Dabur
Chyawanprash a preferred choice for its users
Ingredients of Dabur Chyawanprash
Vishwast Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts
Special Vishwast fortified with additional health beneficial herbs like
Keshar Akarkara etc
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Packaging
n
The figure above shows the evolution of the packaging of Dabur Chyawanprash
Dabur continuously innovates the package and branding of its chayawanprash It
launched Dabur Chyawanprash first in 1949 in a tin pack and it was the first
branded Chyawanprash in India Later Dabur came out with its new packet of
Chyawanprash with Amitabh Bachchan as their brand ambassador It also
received ldquoBrand Relaunch of the Year ldquoaward from IMA
Available in
Dabur Chyawanprash is available in three sizes to cater to the needs of different
types of people
1 One kilogram pack
2 500 gram pack
3 250 gram pack
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PRICE
The pricing of Dabur chyawanprash is very competitive Dabur chyawanprash uses
second degree price discrimination ie more the quantity lower the price
1kg Rs19500
500gms Rs11000
250gms Rs 6200
PRICEQUALITY MATRIX
Pricerarr
Quality
darr
High Middle Low
High
Luxury
Segment
Ideal For
Penetration
DABUR
CHYAWANPRASH
Premiere
Offering
Middle
Overpriced Average Real
Bargain
Low
Make The Sale
and Run
Unhappy
Customers
Cheap
Goods
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PLACE
Dabur has a very wide distribution of its products through 16 million retail outlets
and 50 C amp F agents all over India who distribute products to the retailers Adistribution of C amp F agents and manufacturing locations is given below
Daburrsquos distribution network extends beyond India in the following countries as
well
Distribution Network
Central North amp South America
Australia
Asia
Middle East
North amp South Africa
East amp West Europe
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PROMOTION
The main form of promotional activities of Dabur chyawanprash are concentrated
towards advertising and it has neglible sales promotional activities
Advertising
Nothing can happen without establishing the brandrsquos heritage emphasizing
technological prowess explaining benefits and building bonds with prospective
buyers Ads are necessary because the images are still mouldable and fluid and
the consumerrsquos sophistication level is low Dabur chyawanprash is advertised on
print media as well as on television
The company has launched two ads one each with Amitabh and Vivek in
national electronic media followed by a series of print media campaign directed
towards creating awareness to educate people about the holistic benefits of
ChyawanprashThe ads have been created by McCann Ericsson and the company
would be spending close to Rs 10 crore in promotional campaign this year The
ads would also be translated in Bengali These advertisements are supposed to
target the old and the younger generation respectively
Thecompany has launched a new ad with MS Dhoni who is leader of Indian
cricket team
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SWOT ANALYSIS OF DABUR
STRENGTHS
Strong presence in well defined
niches( like value added Hair Oil and
Ayurveda specialities)
Core knowledge of Ayurveda as
competitive advantage
Strong Brand Image
Product Development Strength
Strong Distribution Network
Extensive Supply Chain
IT Initiatives
R amp D ndash a key strength
WEAKNESS
Seasonal Demand( like
chyawanprash in winter and Vatika not
in winter)
Low Penetration(Chyawanprash)
High price(Vatika)
Limited differentiation (Vatika)
Unbranded players account for
the 23rd of the total market(Vatika)
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73
OPPORTUNITIES
Untapped
Market(Chyawanprash)
Market Development
Export opportunities
Innovation
Increasing income level of the
middle class Creating additional consumption
pattern
THREATS
Existing Competition( like
Himani baidyanath and Zandu for
Dabur Chyawanprash and MaricoKeo
Karpin HLL and Bajaj for Vatika Hair Oil)
New Entrants
Threat from substitutes (like
Bryllcream for Vatika hair oil)
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74
OBJECTIVE OF THE STUDY
The major objective of the survey is to collect the data from outlets in the
specified areas where cold drinks are to be sold
To make an assessment of availability of several brands of dabur in
different packs and size in the specified areas
To make an assessment of market presence program of the dabur
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Research Methodology
Data collection
Sample unit
1) working people (including men amp women) amp housewife
2) college students
3) school students
4) senior citizens
5) Retailer
Sample size
1 working people amp housewife 30
2 college students 25
3 school students 20
4 senior citizens 15
5 Retailer 10
Sampling techniques
Judgmental sampling techniques used
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Sampling region
Sampling region will be DELHI in rural area
Data collection method
1 Primary data It will be collected with the help of a self administered
questionnaire
2 Secondary data it will be collected with the help of books research
papers magazines news papers journals internet etc
3
Research instruments
Questionnaire design
As the questionnaire is self administrated one the survey will be simple and user
friendly Words used in questionnaire will be readily understandable to all
respondent Also technical jargons will be avoided to ensure that there is no
confusion for respondents
Data Analysis - Data analysis will be done with the help of MS Excel and SPSS
Software
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DATA ANALYSIS
DABUR CHYAWANPRASH
1 AWARNESS LEVEL
I
NTERPRETATION-
According to serveyAll person are know the dabur100 person of dabur65
person kmow the Baidyanathamp Dabur 40 people of HimaniBaidyanath and
Dabur 60 person of ZanduHimaniBaidyanath and Dabur
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2 PREFERRED BRAND
INTERPRETATION-
According to servey60 person are preferred dabur product 15 person are
preferred Baidynath product 15 person are preferred Himani product 10 person
are preferred Zandu
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3SATISFACTION LEVEL
INTERPRETATION-
According to servey100 satisfaction level of dabur product 80 satisfaction level
of Baidynath product 80 satisfaction level of Himani product
60 satisfaction level of Zandu product
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80
4 REASONS FOR SELECTING A PARTICULAR BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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81
5HOW DID YOU COME TO KNOW ABOUT THIS BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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82
6 PREFERRED PACK SIZE
INTERPRETATION-
According to servey50 person are preferred 500gm product 30 person are
preferred 1kg product 20 person are preferred 250gm product
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83
8 REASON TO SELECT PREFERRED PACK SIZE
INTERPRETATION-
According to servey20 person are select product of itrsquos availability pack size
40 person are select product of itrsquos price pack size 25 person are select
product of itrsquos family pack size 15 person are select product of itrsquos storage
pack size
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84
9 FREQUENCY OF
PURCHASE
INTERPRETATION-
According to servey30 People are purchase product after one month 55
People are purchase product after two months 15 People are purchase
product after six months
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85
COMPETITOR ANALYSIS
The key competitorrsquos of Dabur in the Chyawanprash segment are Baidyanath
Zandu and Himani which together with Dabur have about 85 of Indias domestic
market
Dabur is Indias largest Ayurvedic medicine supplier and the fourth largest
producer of FMCG It was established in 1884 and had grown to a business level
in 2003 of about 650 million dollars per year though only a fraction of that is
involved with Ayurvedic medicine Dabur Chyawanprash (herbal honey) has a
market share of 61We have tried to analyse the competition for Dabur in the
Chyawanprash segment as follows
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87
The Himani Group
It founded in 1974 provides a diverse range of products doing 110 million dollars
of business annually though only a portion is involved with Ayurvedic products
through its Himani line the company is mainly involved with toiletries and
cosmetics but also provides Chyawanprash and other health productsIts market
share is 12
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88
CONCLUSIONS
The Chyawanprash Industry is yet to capture the beverage market in full swing Packed Chyawanprash
followed by Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts the market The consumerrsquos patriotic love for tea and coffee is unfared
Chyawanprash are yet to establish their supplement use in the average household here in lies the great
opportunities Within the market it is safe to conclude that dabur has hit off ratherwell with the
masses
dabur has clearly lost it head start advantage and thereby acquiring just 35 of the market share while
others enjoys rest of the market share This could be well attributed to dabor successful ATA
(Availability Taste and Affordability) marketing module the attributes most rated by the consumersLack of publicity has hampered the growth progress of the brand so aggressive advertising is needed to
promote Chyawanprash and vatika hair oil brand
The brands such as that of Chyawanprash by vednath Chyawanprash with its lsquosonacahndi lsquoMinute-
madersquo and also US food giantssDel Monte are ready to hit the Chyawanprash market very soon
As the strategies of the companies keeps on changing be it in Chyawanprash industry a company has
to create perceptions and cover them into realities It is an expensive proposition requiring huge
expenditure on advertising sponsorships and media Thus the ideal company will be the one which
combines the high end technology with consumer insight
As 16 of the excise duty is exempted on food products in this budget Many food companies including
Dabur got benefited from it On the analysis of survey it was found that target Market of Chyawanprash
want quality benefit rather then Price benefit so it is better to stress on quality rather than on
decreasing price to increase sales and profit
To increase market share Dabur should give slight price benefit on Dabur brand so that customers of
other Juice brand should switch from other brand to Dabur brand
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89
Findings
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey100 satisfaction level of dabur product 80 satisfaction level of
Baidynath product 80 satisfaction level of Himani product 60 satisfaction level of
Zandu product
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis According to servey50 person are preferred 500gm
product 30 person are preferred 1kg product 20 person are preferred 250gm
product
According to servey20 person are select product of itrsquos availability pack size 40
person are select product of itrsquos price pack size 25 person are select product of itrsquos
family pack size 15 person are select product of itrsquos storage pack size
According to servey30 People are purchase product after one month 55 People are
purchase product after two months 15 People are purchase product after six months
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90
LIMITATIONS
No study is free from limitations The limitations of this study can be
Sample size taken is small and may not be sufficient to predict theresults with 100 accuracy
The result is based on primary and secondary data that has itrsquos own limitations
The study only covers the area of Delhi that may not beapplicable to other areas
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91
RECOMMENDATIONS
Focus on growing core brands across categories
Reaching out to new geographies within Hapur area
Improve operational efficiencies by leveraging technology
Be the preferred company to meet the health and personal grooming needs of
our target consumers with safe efficacious natural solutions by synthesizing the
deep knowledge of ayurveda and herbs with modern science
Provide consumers with innovative products within easy reach
Vatika hair care centre On the lines of Maricorsquos Kaya Skin Clinic Dabur
could start a venture called Vatika hair care centre which would provide total hair
care solutions It could have hair care experts to solve hair problemsServices could
include dandruff treatment straightening of hair treatment for split endsetc
Position Dabur Chyawanprash as not more of a medicine but as something
which is necessary for health
More initiatives like ldquo Dabur ki Deewarrdquo to increase brand visibility It is an
initiative to occupy shelf space
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92
BIBLIOGRAPHY
Books
Marketing Management Twelfth Edition ndash Philip Kotler amp Kevin Lane Keller
Websites
wwwgooglecom
wwwdaburcom
wwwtutor2unet
wwwbrandchannelcom
The time of india
Forbs magazing
Hinustan time
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YES NO
7Which pack size do you prefer
YES NO
8On what parameters do you choose this pack size
YES NO
9 how do u increase the company position
YES NO
10 how you increase your company position in market agains other company
YES NO
![Page 2: Making by Th Harsh Pandit](https://reader033.vdocuments.mx/reader033/viewer/2022052406/577cd3191a28ab9e7896af7d/html5/thumbnails/2.jpg)
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2
CERTIFICATE
It is to certify that Miss Madhuvi Upadhyay Roll Number 1270870330 DO Mr Yogesh Upadhyay
bonafied student of MBA SSLD Varshney Institute of Management amp Engineering Aligarh To the best
Knowledge summer internship report titled ldquoMarket Expansion Strategy of Dabur With Special Reference To Da
Chyawanprash for Rural Market Delhi rdquo submitted by himher is hisher original contribution The study w
conducted at Ghaziabad during 1 June to 1 August 2013
HOD OF MANAGEMENT
Dr Ansul Mani
Date- Project Guide-
Mrs Nimmi Saxena
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3
Dabur India Ltd
Corporate Office Kaushambi
Ghaziabad ndash 201010
Uttar Pradesh India
Dated 5th Aug 2013
TO WHOM SO EVER IT MAY CONCERN
This is to certified that Miss Madhuvi Upadhyay DO Mr Yogesh Upahyay student of MBA from SSLD Varshney Institute of Management andengineering (Affiliated to Mahamaya Technical University Noida) as undergoneproject training in our company from 1st June 2013 to 1st Aug 2013
He has completed his assigned project title ldquoMarket Expansion Strategy of Dabur With Special Reference To Dabur Chyawanprash for Rural Market Delhirdquo and help in spreding awareness of the companyrsquos plans and given fairand good feedback of the company
S K Dabar
Manager
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4
DECLARATION
I hereby declare that this Summer Training Report titledlsquolsquoMarket Expansion
Strategy of Dabur With Special Reference To Dabur Chyawanprash for
Rural M arket Delhirsquorsquo
is executed as per the course requirement for the MBA I have not been
submitted by me or any other person to any other university or institution for
degree or diploma Itrsquos my own work
Madhuvi Upadhyay
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5
ACKNOWLEDGEMENT
In this project I have made an honest and dedicated attempt to make the research
material as authentic as it could And I earnestly hope that it provides useful and
workable information and knowledge to any person reading it
During this small time frame of two months in which the project reached its completion
there were a few people whom I would like to make a mention of and without whose
help the project would have never seen the light of the day
I also thank to my internal guide Dr Dinesh Sharma for his timely response via e-mail
which immensely helped in giving the project the initial direction it needed
I would like to thank my external guide Mr S K Dabar (Branch Manager) who gave me
a free hand as far as going about the project work was concerned
I dedicate this project to the Dealerrsquos of Aligarh district who were extremely kind and
who at times went out of the way to help me Without their co-operation it would have
perhaps not been possible to research a few places which I did within the stipulated
time frame Madhuvi Upadhyay
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6
PREFACE
Management training has gained rapid importance only recently Management
was previously considered as an inborn art or talent But in todayrsquos fast
developing word this view has been abandoned
To develop managerial capabilities and to supplement their theoretical
knowledge with practical experience the management students are required to
go training in business organization
This study would not only help me as a management student to gain a deep
insight of how an organization works but also practical usage of all management
techniques that I have learnt during the course of my study This project would
also help me analyze the difference between the organizational realities and the
theories that have been taught in my academic session and also gave me a real
experience of the corporate world let me better understand how it function It
also taught me how to take every experience in the right and learn from each
one Finally the analysis feasible to be put to test in real life situations I shall
consider all my hard work worthwhile if this endeavor of mine is able to satisfy all
those concerned and proves useful to anyone or for any further study in the
future
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7
CERTIFICATE
DECLARATION
ACKNOWLEDGEMENT
PREFACE
TABLE OF CONTENTS
1 EXECUTIVE SUMMARY
2 INTRODUCTION OF DABUR COMPANY
3 OVERVIEW OF FMCG SECTOR IN INDIA
4 THE MARKETING MIX ANDSELLING PROCESS
5 PRODUCT LINE
6 COMPETITOR ANALYSIS
7 SWOT ANALYSIS OF DABUR
8 OBJECTIVE OF THE STUDY
9 RESEARCH METHODOLOGY
10 DATA ANALYSIS
11 CONCLUSIONS
12 FINDINGS
13 LIMITATION
14 RECOMMENDATIONS
15 BIBLIOGRAPHY
16 QUESTIONNAIRE
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8
EXECUTIVE SUMMARY
This report aims at analyzing and reporting on the marketing strategies of Dabur
India Ltd (DIL) for the brands Dabur Chyawanprash Pioneering role that it has
played in the evolution of the categories it has had a presence in Dabur
Chyawanprash is the leader in the Chyawanprash category and enjoys a market
share of 61 per cent In 50s Dabur pioneered the concept of branded
Chyawanprash and since has invested heavily in product development clinical
studies and consumer awareness The product is essentially a health supplement
This report is not aiming at the overall marketing mix or the marketing strategy of
Dabur India Ltd but is an attempt to analyse the marketing mix of Dabur
Chyawanprash
The report also enlists various recommendations based on BCG Growth Share
Matrix analysis Ansoffrsquos Product Matrix Expansion Grid SWOT Analysis etc This
analysis has been done on the basis of the information gathered from the
company website and other online resources and books and articles
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9
COMPANY OVERVIEW
Over its 120 years of existence the Dabur brand has stood for goodness through a
natural lifestyle An umbrella name for a variety of products ranging from hair
care to honey Dabur has consistently ranked among Indiarsquos top brands Its brands
are built on the foundation of trust that a Dabur offering will never cause one
harm
The trust levels that this brand enjoys are phenomenally high While Ries and
Trout may ask ldquoWhat does Dabur stand formdashshampoo or digestive tabletsrdquo The
answer is fairly simple it stands for Indiarsquos fourth largest fast moving consumer
goods company that both consumers and trade respect and trust unequivocally
and which has an annual turnover of over Rs 15 billion
The company has kept an eye on new generations of customers with a range of
products that cater to a modern lifestyle while managing not to alienate earlier
generations of loyal customers
Dabur is an investor friendly brand as its financial performance shows There is an
abundance of information for its investors and prospective information including
a daily update on the share price (something that very few Indian brands do)
Therersquos a great sense of responsibility for investorsrsquo funds on view This is a direct
extension of Daburrsquos philosophy of taking care of its constituents and it adds to
the sense of trust for the brand overall
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10
Dabur India Limited has marked its presence with some very significant
achievements and today commands a market leadership status Our story of
success is based on dedication to nature corporate and process hygiene dynamic
leadership and commitment to our partners and stakeholders The results of our
policies and initiatives speak for themselves
Leading consumer goods company in India with a turnover of Rs223372
Crore (FY07)
2 major strategic business units (SBU) - Consumer Care Division (CCD)
and Consumer Health Division (CHD)
3 Subsidiary Group companies - Dabur Foods Dabur Nepal and Dabur
International and 3 step down subsidiaries of Dabur International - Asian
Consumer Care in Bangladesh African Consumer Care in Nigeria and Dabur
Egypt
13 ultra-modern manufacturing units spread around the globe
Products marketed in over 50 countries
Wide and deep market penetration with 47 CampF agents more than 5000
distributors and over 15 million retail outlets all over India
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11
1884 Birth of Dabur
1896 Setting up a manufacturing plant
Early
1900sAyurvedic medicines
1919Establishment of research
laboratories
1920 Expands further
1936 Dabur India (Dr SK Burman) Pvt Ltd
1972 Shift to Delhi
1979Sahibabad factory Dabur Research
Foundation
1986 Public Limited Company
1992 Joint venture with Agrolimen of Spain
1993 Cancer treatment
1994 Public issues
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12
1995 Joint Ventures
1996 3 separate divisions
1997 Foods Division Project STARS
1998 Professionals to manage the Company
2000 Turnover of Rs1000 crores
2003 Dabur demerges Pharma Business
2005 Dabur aquires Balsara
2005Dabur announces Bonus after 12
years
2006Dabur crosses $2 Bin market Cap
adopts US GAAP
2006 Approves FCCBGDRADR up to $200
million
2007 Celebrating 10 years of Real
2007 Foray into organised retail
2007 Dabur Foods Merged With Dabur
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13
India
2008 Acquires Fem Care Pharma
2009Dabur Red Toothpaste joins Billion Rupee Brand club
2010Dabur makes its first overseas acquisition
2011 Dabur enters professional skin care market
2011Dabur India acquires 30-Plus from Ajanta Pharma
2012 Dabur crosses Billion-Dollar Turnover Mark
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14
Founding Thoughts
What is that li fe worth which cannot bri ng comfor t to others
The doorstep Daktar The story of Dabur began with a small
but visionary endeavour by Dr S K Burman a physician
tucked away in Bengal His mission was to provide effective
and affordable cure for ordinary people in far-flung villages
With missionary zeal and fervour Dr Burman undertook the
task of preparing natural cures for the killer diseases of those
days like cholera malaria and plague
Soon the news of his medicines traveled and he came
to be known as the trusted Daktar or Doctor who came
up with effective cures And that is how his venture Dabur got its name - derived
from the Devanagri rendition of Daktar Burman Dr Burman set up Dabur in 1884
to produce and dispense Ayurvedic medicines Reaching out to a wide mass of
people who had no access to proper treatment Dr S K Burmans commitment and
ceaseless efforts resulted in the company growing from a fledgling medicine
manufacturer in a small Calcutta house to a household name that at once evokes
trust and reliability
The mission continues
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15
PASSION FOR WINNING
We all are leaders in our area of responsibility with a deep
commitment to deliver results We are determined to be the bestat doing what matters most
Milestones to success
Dabur India Ltd made its beginnings with a small pharmacy but
has continued to learn and grow to a commanding status in the
industry The Company has gone a long way in popularising and
making easily available a whole range of products based on the
traditional science of Ayurveda And it has set very high
standards in developing products and processes that meet
stringent quality norms As it grows even further Dabur will
continue to mark up on major milestones along the way setting
the road for others to follow
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16
1884 - Established by Dr S K Burman at Kolkata
1896 - First production unit established at Garhia
1919 - First RampD unit established
Early 1900s - Production of Ayurvedic medicines
Dabur identifies nature-based Ayurvedic medicines as its area of specialisation
It is the first Company to provide health care through scientifically tested
and automated production of formulations based on our traditional science
1930 - Automation and upgradation of Ayurvedic products
manufacturing initiated
1936 - Dabur (Dr S K Burman) Pvt Ltd Incorporated
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 ancient restorative Chyawanprash is launched in packaged
form and becomes the first branded Chyawanprash in India
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17
1957 - Computerisation of operations initiated
1970 - Entered Oral Care amp 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 is made 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 completes 100 years
1988 - Launches pharmaceutical medicines
1989 - Care with fun
The Ayurvedic digestive formulation is converted into a childrens fun product
with the launch of Hajmola Candy In an innovative move a curative product
is converted to a confectionary item for wider usage
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18
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 Intaxel (Paclitaxel) Dabur
Research Foundation develops an eco-friendly process to extract the drug from
its plant source
1996 - Enters foods business with the launch of Real Fruit Juice
1996 - Real 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 1000 crore mark
Dabur establishes its market leadership status by staging a turnover of
Rs1000 crores Across a span of over a 100 years Dabur has grown from a
small beginning based on traditional health care To a commanding position
amongst an august league of large corporate businesses
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19
2001 - Super specialty drugs
With the setting up of Dabur Oncologys sterile cytotoxic facility the
Company gains entry into 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
2002 - Dabur record sales of Rs 116319 crore on a net profit of Rs 644
crore
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 this 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 ISO 9002
certification
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20
Science for nature
Reinforcing its commitment to nature and its conservation Dabur Nepal a
subsidiary of Dabur India has set up fully automated greenhouses in Nepal
This scientific landmark helps to produce saplings of rare medicinal plants
that are under threat of extinction due to ecological degradation
2005 - Dabur acquires Balsara
As part of its inorganic growth strategy Dabur India acquires Balsaras
Hygiene and Home products businesses a leading provider of Oral Care and
Household Care products in the Indian market in a Rs 143-crore all-cash
deal
2005 - Dabur announces bonus after 12 years
Dabur India announced issue of 11 Bonus share to the shareholders of the
company ie one share for every one share held The Board also proposed an
increase in the authorized share capital of the company from existing Rs 50
crore to Rs 125 crore
2006 - Dabur crosses $2 bin market cap adopts US GAAP
Dabur India crosses the $2-billion mark in market capitalisation The
company also adopted US GAAP in line with its commitment to follow
global best practices and adopt highest standards of transparency and
governance
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21
2006 - Approves FCCBGDRADR up to $200 million
Moving forward on the inorganic growth path Dabur India decides to raise up
to $200 million from the international market through Bonds FCCBs GDRADR QIPs or any other securitiesThe capital raised will be used to fund
Daburs aggressive growth ambitions and acquisition plans in India and
abroad
2007 - Celebrating 10 years 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 HampB 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 amp Beauty format
2007 - Dabur Foods Merged With Dabur India
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
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22
Dabur has an illustrious Board of Directors who are committed to take the
company onto newer levels of human endeavour in the service of mankind The
Board comprises of
Chairman
Vice-
Chairman
Dr Anand
Burman
Mr Amit Burman
Whole Time Directors
Mr PD Narang Mr Sunil
Duggal
Mr Pradip Burman
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23
Non Whole Time Promoters Directors
Mr Mohit Burman
Independent Directors
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24
His Highness
Maharaja
=Mr P N
Vijay
Mr R C
Bhargava
Dr S Narayan
Sunil DuggalChief Executive Officer
Dabur India Limited
Sunil Duggal took over as the Chief Executive Officer
of Dabur India Limited in June 2002 holding reins of the
organisation he joined in 1995
Mr Duggal started his career as a management trainee in
Wimco Limited in 1981 after getting his Engineering
Degree (Electrical amp Electronics) from BITS Pilani and
Business Management from IIM Calcutta His stint atWimco continued till 1994 with a break in between
when he joined Bennett
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25
Spanning a career of over 20 years Sunil Duggal has travelled widely across Indiaand handled diverse portfolios that have helped him understand the dynamics of
FMCG businesses and market trends He is well versed in the intricacies of Indias
regional diversities and consumer needs
Mr Duggal lives in Delhi with his wife and one child Whenever he gets a break
from his official responsibilities Mr Duggal likes to spend time at home with his
family and an occasional round of golf
Coleman amp Co Ltd for a short period In 1994 he moved to Pepsi Foods as GM
Sales Operation
In 1995 he came into the Dabur family as General Manager (Sales amp Marketing)
of the Family Products Division with products like Dabur Amla Lal Dant Manjan
and Vatika in his portfolio This Division spearheaded the spectacular growth
recorded by Dabur in this period Vatika was also launched during this period and
is now the Companys second biggest brand
With his dynamic spirit and leadership abilities he soon became Vice-President
and SBU-Head of the Family Products Division In July 2000 Mr Duggal was
appointed Director Sales and Marketing of Dabur India Limited And in 2002 he
became the CEO of the Company - a professional with valuable experience to
steer the company ahead in its growth plans
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Good corporate governance and transparency in actions of the management is key
to a strong bond of trust with the Companyrsquos stakeholders Dabur understands the
importance of good governance and has constantly avoided an arbitrary decision-
making process Our initiatives towards this end include
Professionalisation of the board
Lean and active Board(reduced from 16 to 10 members)
Less number of promoters on the Board
More professionals and independent Directors for better management
Governed through Board committees for Audit Remuneration Shareholder
Grievances Compensation and Nominations
Meets all Corporate Governance Code requirements of SEBI
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28
When our Founder Dr S K Burman first established Dabur he had a vision that
saw beyond the profit motive In his words What is that life worth which cannot
bring comfort to others This ideal of a humane and equitable society led to
initiatives taken to give back some part of what Dabur has gained from the
community
Our major initiatives in the Social sector include
Establishment of the Sustainable Development Society or Sundesh in 1993
- a non-profit organisation to promote research and welfare activities in rural
areas
Promoting health and hygiene amongst the underpriviledged through the
Chunni Lal Medical Trust and
Organising the Plant for Life programme for schoolchildren - to create
environmental awareness amongst young minds
Our commitment to Environment
Ancient wisdom of conservation
From times immemorial Indian sages and men of wisdom have understood and
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appreciated the value of nature and its conservation Our ancestors recognised
that if we grabbed from nature beyond what was healthy it would lead to all
round degradation and even the extinction of humanity That is why nature was
sanctified and worshipped in the form of gods and goddesses
Dabur upholds the tradition
Today we at Dabur also value natures bounty Without the fruits of nature the
vision of Dabur would never have been fulfilled And that is the reason for our
unfailing commitment to ecological conservation and regeneration We would like
to follow the principles of our ancient texts which say
Dehi me dadami te - you give me and I give you
Back to Nature
Rare herbs and medicinal plants are our most valuable resource from which all
our products are derived Due to overexploitation of these resources and
unsustainable practices these plants and herbs are fast reaching the point of
extinction In view of this critical situation Dabur has initiated some significant
programmes for ecological regeneration and protection of endangered plantsecies
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Plants for Life
We have set up the Plants for Life project in the mountainous regions of the
Himalayas Under the project a high-tech greenhouse facility has been set up for
developing saplings of rare and endangered medicinal plants Fully computer-
controlled and monitored this greenhouse maintains the highly critical
environmental parameters required for their survival We are also developing
quality saplings of more than 20 herbs 8 of them endangered through micro
propagation
In addition satellite nurseries spread across mountain villages and
contract cultivation of medicinal herbs helps in maintaining the ecological
balance These measures have also helped provide local cultivators the scientific
knowledge for harvesting herbs and a steady source of income So that they are
not forced to exploit the environment to earn a livelihood
Living a Green Heritage
These are significant steps that can contribute to a better world for coming
generations To whom we would like to bequeath a world not bereft of nature
But full of flowering and fruit bearing trees animals birds and humans living in
good health and complete harmony
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31
Kashambi Corporate Office
Corporate Office
Kaushambi
Ghaziabad - 201010
Uttar Pradesh India
Tel
+91 (0120) 3982000 (30 Lines)
+91 (0120) 3001000 (30 Lines)
Registered Office
83 Asaf Ali Road
ew Delhi ndash 110 002
Tel +91 (011) 23253488
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DABUR WORLD WIDE
Daburs mission of popularizing a natural lifestyle transcends national boundaries Today
there is global awareness of alternative medicine nature-based and holistic lifestyles and
an interest in herbal products Dabur has been in the forefront of popularizing this
alternative way of life marketing its products in more than 50 countries all over the
world
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Our products World Wide
We have spread ourselves wide and deep to be in close touch with our overseas
consumers
Offices and representatives in Europe America and Africa
A special herbal health care and personal care range successfully selling in
markets of the Middle East Far East and several European countries
Inroads into European and American markets that have good potential due to
resurgence of the back-to-nature movement
Export of Active Pharmaceutical Ingredients (APIs) manufactured under strict
international quality benchmarks to Europe Latin America Africa and other Asian
countries
Export of food and textile grade natural gums extracted from traditional plant
sources
Partnerships and Production
Strategic partnerships with leading multinational food and health care
companies to introduce innovations in products and services
Manufacturing facilities spread across 3 overseas locations to optimise
production by utilising local resources and the most modern technology available
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35
OVERVIEW OF FMCG SECTOR IN INDIA
The Indian FMCG sector is
the fourth largest sector
in the economy with a
total market size in excess
of US$ 131 billion It has
a strong MNC presence
and is characterised by a
well-established
distribution network
intense competition
between the organised and
unorganised segments and
low operational cost Availability of key raw materials cheaper labour costs and
presence across the entire value chain gives India a competitive advantageThe FMCG market is set to treble from US$ 116 billion in 2003 to US$ 334
billion in 2015 Penetration level as well as per capita consumption in most
product categories like jams toothpaste skin care hair wash etc in India is low
indicating the untapped market potential Burgeoning Indian population
particularly the middle class and the rural segments presents an opportunity to
makers of branded products to convert consumers to branded products Growth is
also likely to come from consumer upgrading in the matured product categories
With 200 million people expected to shift to processed and packaged food by
2010 India needs around US$ 28 billion of investment in the food-processing
industry
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India is one of the largest emerging markets with a population of over one billion
India is one of the largest economies in the world in terms of purchasing power
and has a strong middle class base of 300 millionAround 70 per cent of the total
households in India (188 million) resides in the rural areas The total number of
rural households are expected to rise from 135 million in 2001-02 to 153 million
in 2009-10 This presents the largest potential market in the world The annual
size of the rural FMCG market was estimated at around US$ 105 billion in 2001-
02 With growing incomes at both the rural and the urban level the market
potential is expected to expand further
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TMarketing Mi
Product Place
Target
Market
Price Promotion
The firm attempts to generate a positive response in the target market by blending
these four marketing mix variables in an optimal manner
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A Summary Table of the Marketing Mix
The following table summarizes the marketing mix decisions including a list of
some of the aspects of each of the 4Ps
Summary of Marketing Mix Decisions
Product Price Place Promotion
Functionality
Appearance
Quality
Packaging
Brand
Warranty
ServiceSuppor
t
List price
Discounts
Allowances
Financing
Leasing
options
Channel members
Channel
motivation
Market coverage
Locations
Logistics
Service levels
Advertising
Personal
selling
Public
relations
Message
Media
Budget
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DABUR FOODS SELLING PROCESS
Dabur food process of selling starts from stockiest
CampFA dose not have any process to play in the process of selling of dabur
foods products They are just Clearing amp Forwarding Agents they store the
manufacturing products and then supply it to stockiest
Stockiest pay the money to dabur foods through demand draft
Stockiest further sells the products to retailers
Retailer finally sells the products to consumers
MARKETING HOW DABUR FOODS IS USING MIX
Product
Appearance Dabur tries to make its products appear very attractive
Quality Quality of the product is really unmatchable as it is tested number of
times and its products are processed using very advanced machinery and
technology
Packaging Dabur products packaging is done in such a way that its juices does
not get expired before 6 months inspite of perishable products
Brand Dabur itself is a very reputed and well known brand in the market and its
Real juice is also known all over India
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Warranty Dabur as such does not gives any warranty but if there is any problem
in its products before expiry then they replace the product
ServiceSupport Dabur foods provide full support to its stockiest retailers and
consumers what so ever the problem is
Price
List price Dabur decide its price according to its competitors and the price
structure is different for retailers and stockiest
Discounts There are different discounts for retailers stockiest and consumer from
time to time
Allowances Special allowances are gicen to stockiest sales man if he acives his
targets
Place
Channel members Channel members or business partners of dabur are its
stockiest retailers
Channel motivation Channel motivation for dabur is pull and push strategy
Market coverage Dabur Foods has a distribution network that covers 175 towns
and 75 thousand retail outlets making its product available to the consumers across
the country at ease
Locations Dabur foods try to cover or tries to place its products in each and every
shop and every location
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Promotion
Advertising Dabur products are advertised through television newspapers
magazine etc
Personal selling Dabur hardly do any personal selling except in tent shows and
road shows Same for less amp more for same
Media Media of promotion is TV Radio newspapers magazine
Budget Budget is Decided by finance team for different strategic business unit
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Critique of selling
In theory the purpose of selling is to help a customer realize his or her goals in an
economic fashion However in reality this is not always the case Customers can be influenced to purchase a product or service that initially was not of interest to
them Some salespeople are trained in the art of selling customers things they dont
need
Take for example the purchasing of a car a consumer may have a set of cars in
mind (called an evoked set) that she feels match her needs wants and budget She
may seek the advice of a salesperson given that a salesperson can help her realize
the right car given those criteria This can be a socially useful function salespeople
have specialized knowledge of products that can help consumers make an informed
decision However a salesperson may also talk a consumer into purchasing a more
expensive or perhaps larger car then she needs or can afford In this context the
salesperson may have usefully helped the customer re-evaluate her needs thereby
establishing a new set of appropriate choices among which included the newer orlarge car This again would be a helpful and useful service provided by the
salesperson However it is sometimes the case that customers purchase a product
or service that was not initially intended and remains an inappropriate purchase
after the fact On the other hand the consumer in this scenario can be held partially
responsible for the inappropriate purchase indeed A fool and his money are soon
parted (PT Barnum English proverbs)
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This dysfunctional behavior is encouraged by
Incentives of salespeople to increase their total number of sales especially where
retailers keep track of sales or offer commission-based salaries
Incentives from the manufactures of products or the companies of service
providers to salespeople to sell their products where other similar products
offered by competitors are offered
The incentive to sell a customer a product that is in need of being cleared
out despite the fact that a customer may be better to wait for the new
product
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Channel Of Distributions
Manufacturing Plant
Clearing and forwarding agent (different regions)
Stockist A Stockist B Stockist C
Retailers Retailers Retailers Retailers Retailers Retailers
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CONSUMERS
The above diagram it shows channel of distribution of dabur foods here first the products are manufactured and from Manufacturing plants the packed goods are
supplied to Clearing And Forwarding Agents(CampFA) and from here the goods are
then further supplied to number of Stockiest or Distributors from here goods
reaches to large number of Retailers and it is the duty of Stockiest to take orders
from retailers and then supply the goods to them this work is generally done by
stockiest salesman through ready stock or by taking orders first and then placing
the order From here the goods finally reaches to Customers Customer purchases
the product from retailers
This was the basic Channel of Distribution used by Dabur Foods now I will throw
light on each channel of distribution of Dabur Foods
Supply Chain Management
Supply chain management starts before physical distribution it involves procuring
the right inputs (raw materials components and capital equipment) converting
them into finished products and dispatching them to the final destinations The
supply chain perspective can help identify superior suppliers and distributors and
help them improve productivity which ultimately brings down the companyrsquos
costs
A broader view sees a company at the center of a value network that
includes its suppliers its immediate customers and their end customers The value
network includes valued relations with others such as university researchers
government approval agencies and so on
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MANUFACTURING PLANT
Dabur Foods has Number of products in its product line but its main area of
interest or the product on which they concentrate the most is Real Juice amp Coolers
Dabur has its manufacturing plant at Nepal and at Jaipur where juice is
manufactured and tested
PROCUREMENT amp TRANSPORT
Getting the raw material and packaging material requirement from the
production unit in charge
Constant updates on the procurement of materials and transport details
Production details and ingredient content information from the different personnel and coordinating this activity
PACKAGING
Approval and coordination of the supply of packaging material to the
production unit
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CLEARING AND FORWARDING AGENTA (CampFA)
From manufacturing plant the stock is transported or supplied to clearing
and forwarding agents
Clearing and Forwarding Agents is a third party and Dabur gives contract to
them so company has nothing to do in building the relationship with them
Here CampFA keep or stock the goods with them
They charge dabur for stocking the good and even dabur donrsquot mind doing
so as it is a measure of cost cutting as well as there is no need for gowdowns
and maintenance
For Ghazizbad Meerut Delhi NCR there is one CampFA whish is situated in
Mohan Nagar here all goods which dabur foods hare kept here
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STOCKIEST OR DISTRIBUTORS
Stockiest store the products in their godowns CampFA supplies the goods to
them as per their order
Stockiest has some sales men working under him they are known as
stockiest sales man Their work is to place the products in the market and
take order from retailers and then supply goods to them
Sales man either take ready stock with them or they first take orders and
then supply goods later on
There is a beat which is a schedule route of sales man means sales man has
to daily cover the route as mention in the beat
Merchandising making products visible pasting posters putting banners
and seeing that goods are properly placed in the retail outlets is also the duty
of stockiest sales man
Companiesrsquo sales officer keeps a check on the stockiest and monthly report
is also prepared which is further analyzed by ASM amp ZSM
In Noida Dabur has 1 stockist and in Ghaziabad 1
RETAILERS
Retailers are backbone of the company as they are the one who can take the
product on new heights or can bring it down to toes
Stockiest supplies goods to retailers and tries Persuading retailers to give the
brand special displays (using merchandising tools) to get affective brand
presence and arranging it in more noticeable manner
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Classification of outlets in different type of markets is different according to
their sales volume
TYPES OF RETAILS OUTLETS
Class Average Monthly Business
A Above 10000
B 5000-10000
C Upto 5000
Margin of retailers is always higher than stockiest
Retailers are the one who have direct contact with the customers
Dabur Foods has a distribution network that covers 175 towns and 75
thousand retail outlets making its product available to the consumers across
the country at ease
TYPES OF RETAIL MARKET
The retail market can be classified on the basis of magnitude of retail
SCATTERED MARKET
Lesser no of outlets and
Extensive outlets
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BLOCK MARKET
Large no of retail outlets in chunk
SUPER MARKET
Through their superior information logistical systems and buying power deliver
good service and immense volumes of products at attractive prices
CHAIN OUTLETS
Having more than one key outlet all across with a single control unit and central
purchasing strategy
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M PRODUCT LINE
Foods
Real
Real Activ
Hommade
Lemoneez
Capsico
Health Care
Baby Care
Dabur Lal Tail
Dabur Baby Olive Oil
Dabur Janma Ghunti
Health Supplements
Dabur Chyawanprash Dabur Glucose D
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Digestives
Hajmola Yumstick
Hajmola Mast Masala
Anardana
Hajmola
Hajmola Candy
Hajmola Candy Fun2
Pudin Hara (Liquid and Pearls)
Pudin Hara G
Dabur Hingoli
Natural Cures
Shilajit Gold
Nature Care Sat Isabgol
Shilajit
Ring Ring
Itch Care
Backaid
Shankha Pushpi Dabur Balm
Sarbyna Strong
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Personal Care
Hair Care Oil
Amla Hair Oil
Amla Lite Hair Oil
Vatika Hair Oil
Anmol Sarson Amla
Hair Care Shampoo
Anmol Silky Black Shampoo
Vatika Henna Conditioning Shampoo
Vatika AntiDandruff Shampoo
Anmol Natural Shine Shampoo
Oral Care
Dabur Red Gel
Dabur Red Toothpaste
Babool Toothpaste
Dabur Lal Dant Manjan
Dabur Binaca
Toothbrush
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Dabur Amongst Top Three Most
Respected FMCG Companies
Dabur Real Bags Gold In Readers
Digest Trusted Brand Awards
Dabur Figures In Top Great PlaceTo Work 2006 List
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Dabur has been ranked
amongst Indias Most
Innovative Companies by
a Business Today-Monitor
Group survey
Hajmola has been ranked
34th in Indiarsquos 100 Most
Valuable Brands list
Hajmola one of the
strongest brands in
Daburs portfolio
has been listed
among the Top 18
Iconic Brands in
India that have
stood the test oftime
Dabur Indiarsquos fruit juice
brand Reacuteal awarded the
Three Dabur brands --
Hajmola Dabur Amla and
Hajmola moves up
11 spots to take the
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Readerrsquos Digest Gold
Trusted Brand Award
2008 in the food amp
beverages category
Vatika -- have debuted in
the Economic Times
Brand Equitys Most
Trusted Brands 2008 list
Besides Dabur Foods has
climbed up to take the
40th spot
34th position
among Indias Top
100 Most Valuable
Brands of 2008
released by 4Ps and
ICMR
Dabur India Ltd has been ranked 28th in the list of Indias Top 50 Most
valuable (Company) Brands by Brand Finance
newu was voted the Most
Admired New Retail
Launch of the year at
Images Retail Awards
Dabur India CEO Mr
Sunil Duggal was named
Best Corporate Leader of
2008 at the BampE
Leadership and Excellence
Dabur India Ltd
was ranked the
Business Leader in
the FMCG -
Personal Care
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Awards Category at the
NDTV Profit
Business
Leadership Award
2008
Dabur India Ltd CEO Mr
Sunil Duggal has been
ranked among Indias
Most valueable CEOs by
Business World
Dabur India Ltd has been listed among the Super
100 of India Inc prepared by Business India
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Dedicated to the health and well being of every household
This is our company We accept personal responsibility and accountability to meet business needs
We all are leaders in our area of responsibility with a deep commitment to deliver results We are determined to be the best at doing what matters most
People are our most important asset We add value through result driven training and we encourage amp reward excellence
We have superior understanding of consumer needs and develop products to fulfill them better
We work together on the principle of mutual trust amp transparency in a boundary-less organisation We are intellectually honest in advocating proposals includingrecognizing risks
Continuous innovation in products amp processes is the basis of our success
We are committed to the achievement of business success with integrity We are honest with consumers with business partners and with each other
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INTRODUCTION OF DABUR CHYWANPRASH
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Dabur Chyawanprash the trusted name for your entire familys health
Dabur Chyawanprash has anti-oxidant properties amp strengthens your bodysinternal defense mechanism the immune system thereby protecting you fromeveryday infections cough cold amp stress etc
At a time when flu and viruses are everywhere your immunity system provides the best prevention from these deadly diseases Chyawanprash a time-tested age-
old formulation has a number of herbs like Amla known to be one of the bestantioxidants Giloy (Guduchi) known to have immuno modulatory properties andhas more than 40 other natural ingredients to boost immunity
Dabur Chyawanprash The Health Giver
Derived from 2500-year-old Ayurvedic formula
Totally chemical-free natural and safe Powerful combination of herbs and plant extracts in a
base of Amla fruit pulp Refined by Dabur to provide traditional goodness with best quality
Reinforces the immune system amp helps fight disease Trusted health provider of a majority of Indian households
Usage
Dabur Chyawanprash has a tangy sweet-sour taste and the consistency of jamIt can be taken directly or with milk and as bread spread In all cases itstherapeutic properties remain stable and active In winters have a glass ofwarm milk after having Chyawanprash In summers have a glass of cold milkafter having Chyawanprash
Dose
1-2 teaspoonful
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STP ANALYSIS OF DABUR CHYAWANPRASH
SEGMENTATION
Dabur Chyawanprash is the market leader in the Chyawanprash segment It
comes under the category of health supplements The segments that it considers
are growing kids competitive youth ever busy housewives and the aged
For the growing kids In todays competitive environment the children are under
high pressure to excel
For the competitive youth Modern life keeps the youth busy and demands them
to be active and efficient
For ever-busy housewives The homemaker needs to be fit in order to shoulder
all responsibilities
For the aged Old age weakens a person physically and mentally
After segmenting the population into these categories it aims to keep them fit
and healthy
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TARGETING
Traditionally chyawanprash was supposed to be a health supplement for the
aged and kids Dabur Chyawanprash (DCP) is now targeting adults housewives
youth and kids This it is trying to achieve through its promotion activities by
making Amitabh Bacchan and Vivek Oberoi do the endorsement act Amitabh
has been projected as a user of Chyawanprash attempting to establish the
relevance of DCP amongst the adults in todayrsquos demanding lifestyle Vivek who
represents an urban ambitious non-user with a mindset that Chyawanprash is not
for him meets his moment of truth when outperformed by a young
Chyawanprash user thus reaching out to kids His final conversion from a non-
user to a Chyawanprash user connects with the Youth These two ads compliment
each other and connect very well with the targeted consumers
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POSITIONING
Andar se strongrdquo Dabur chyawanprash has the tag line Andar se strongrdquo By
using a natural language instead of scientific language it is able to connect with
the consumers and is able to achieve a better positioning in the minds of the
Indian health conscious consumer A category like Chyawanprash for instance
needs to understand that in employing the category language it loses any chance
of expressing its own benefit distinctively
Holistic Health benefit of Ayurveda Dabur Chyawanprash helps in stimulating
immune system relieving stress improving stamina fighting aging through anti-
oxidant property improving lung function fighting respiratory infections amp
building resistance to disease The brand conveys this health conscious holistic
view of the product
Brand Trust Over 100 years of Daburrsquos experience in Ayurveda ensures selection
processing and quality control of right herbs along with scientific and clinical
studies ndash makes DCP a trustworthy offering for consumers Consumers view DCP
as a product by a trusted brand and therefore do not need to think twice beforemaking a purchasing decisio
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MARKETING MIX OF DABUR CHYAWANPRASH
Dabur Chyawanprash is the market leader in the chyawanprash segment and has
achieved this with its innovative product offering pricing strategy easy
availability and promotion campaigns In the marketing mix of Dabur we shall be
discussing the 4 Ps of marketing mix with respect to Dabur Chyawanprash The
mix shall be analyzed as followed
Product
Price
Place
Promotion
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Product Price Promotion Place
bull Product
Variety
bull Quality
bull Design
bull Features
bull Brand
Names
bull Services
bull List Price
bull Discount
bull Financing
Schemes
bull Credit Terms
bull Advertising amp
Promotion
bull Public Relations
bull Sponsorships
bull Internet
Marketing
bull Channels
bull Location
bull Inventory
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PRODUCT
Dabur Chyawanprash is the leader in the Chyawanprash category
and enjoys a market share of 61 per cent In 50s Dabur pioneered the
concept of branded Chyawanprash and since has invested heavily in
product development clinical studies and consumer awareness The
product is essentially a health supplement
Known as the ldquoelixir of liferdquo Chyawanprash has (clinically) proven benefits in
maintaining smooth body functioning The principal ingredient Amla (Indian
Gooseberry) acts as an anti-oxidant and immuno-stimulant Dabur Chyawanprash
helps in stimulating immune system relieving stress improving stamina fighting
aging through anti-oxidant property improving lung function fighting respiratory
infections amp building resistance to disease It is these properties that make Dabur
Chyawanprash a preferred choice for its users
Ingredients of Dabur Chyawanprash
Vishwast Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts
Special Vishwast fortified with additional health beneficial herbs like
Keshar Akarkara etc
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Packaging
n
The figure above shows the evolution of the packaging of Dabur Chyawanprash
Dabur continuously innovates the package and branding of its chayawanprash It
launched Dabur Chyawanprash first in 1949 in a tin pack and it was the first
branded Chyawanprash in India Later Dabur came out with its new packet of
Chyawanprash with Amitabh Bachchan as their brand ambassador It also
received ldquoBrand Relaunch of the Year ldquoaward from IMA
Available in
Dabur Chyawanprash is available in three sizes to cater to the needs of different
types of people
1 One kilogram pack
2 500 gram pack
3 250 gram pack
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PRICE
The pricing of Dabur chyawanprash is very competitive Dabur chyawanprash uses
second degree price discrimination ie more the quantity lower the price
1kg Rs19500
500gms Rs11000
250gms Rs 6200
PRICEQUALITY MATRIX
Pricerarr
Quality
darr
High Middle Low
High
Luxury
Segment
Ideal For
Penetration
DABUR
CHYAWANPRASH
Premiere
Offering
Middle
Overpriced Average Real
Bargain
Low
Make The Sale
and Run
Unhappy
Customers
Cheap
Goods
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70
PLACE
Dabur has a very wide distribution of its products through 16 million retail outlets
and 50 C amp F agents all over India who distribute products to the retailers Adistribution of C amp F agents and manufacturing locations is given below
Daburrsquos distribution network extends beyond India in the following countries as
well
Distribution Network
Central North amp South America
Australia
Asia
Middle East
North amp South Africa
East amp West Europe
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71
PROMOTION
The main form of promotional activities of Dabur chyawanprash are concentrated
towards advertising and it has neglible sales promotional activities
Advertising
Nothing can happen without establishing the brandrsquos heritage emphasizing
technological prowess explaining benefits and building bonds with prospective
buyers Ads are necessary because the images are still mouldable and fluid and
the consumerrsquos sophistication level is low Dabur chyawanprash is advertised on
print media as well as on television
The company has launched two ads one each with Amitabh and Vivek in
national electronic media followed by a series of print media campaign directed
towards creating awareness to educate people about the holistic benefits of
ChyawanprashThe ads have been created by McCann Ericsson and the company
would be spending close to Rs 10 crore in promotional campaign this year The
ads would also be translated in Bengali These advertisements are supposed to
target the old and the younger generation respectively
Thecompany has launched a new ad with MS Dhoni who is leader of Indian
cricket team
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SWOT ANALYSIS OF DABUR
STRENGTHS
Strong presence in well defined
niches( like value added Hair Oil and
Ayurveda specialities)
Core knowledge of Ayurveda as
competitive advantage
Strong Brand Image
Product Development Strength
Strong Distribution Network
Extensive Supply Chain
IT Initiatives
R amp D ndash a key strength
WEAKNESS
Seasonal Demand( like
chyawanprash in winter and Vatika not
in winter)
Low Penetration(Chyawanprash)
High price(Vatika)
Limited differentiation (Vatika)
Unbranded players account for
the 23rd of the total market(Vatika)
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OPPORTUNITIES
Untapped
Market(Chyawanprash)
Market Development
Export opportunities
Innovation
Increasing income level of the
middle class Creating additional consumption
pattern
THREATS
Existing Competition( like
Himani baidyanath and Zandu for
Dabur Chyawanprash and MaricoKeo
Karpin HLL and Bajaj for Vatika Hair Oil)
New Entrants
Threat from substitutes (like
Bryllcream for Vatika hair oil)
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74
OBJECTIVE OF THE STUDY
The major objective of the survey is to collect the data from outlets in the
specified areas where cold drinks are to be sold
To make an assessment of availability of several brands of dabur in
different packs and size in the specified areas
To make an assessment of market presence program of the dabur
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75
Research Methodology
Data collection
Sample unit
1) working people (including men amp women) amp housewife
2) college students
3) school students
4) senior citizens
5) Retailer
Sample size
1 working people amp housewife 30
2 college students 25
3 school students 20
4 senior citizens 15
5 Retailer 10
Sampling techniques
Judgmental sampling techniques used
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76
Sampling region
Sampling region will be DELHI in rural area
Data collection method
1 Primary data It will be collected with the help of a self administered
questionnaire
2 Secondary data it will be collected with the help of books research
papers magazines news papers journals internet etc
3
Research instruments
Questionnaire design
As the questionnaire is self administrated one the survey will be simple and user
friendly Words used in questionnaire will be readily understandable to all
respondent Also technical jargons will be avoided to ensure that there is no
confusion for respondents
Data Analysis - Data analysis will be done with the help of MS Excel and SPSS
Software
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DATA ANALYSIS
DABUR CHYAWANPRASH
1 AWARNESS LEVEL
I
NTERPRETATION-
According to serveyAll person are know the dabur100 person of dabur65
person kmow the Baidyanathamp Dabur 40 people of HimaniBaidyanath and
Dabur 60 person of ZanduHimaniBaidyanath and Dabur
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2 PREFERRED BRAND
INTERPRETATION-
According to servey60 person are preferred dabur product 15 person are
preferred Baidynath product 15 person are preferred Himani product 10 person
are preferred Zandu
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3SATISFACTION LEVEL
INTERPRETATION-
According to servey100 satisfaction level of dabur product 80 satisfaction level
of Baidynath product 80 satisfaction level of Himani product
60 satisfaction level of Zandu product
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4 REASONS FOR SELECTING A PARTICULAR BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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81
5HOW DID YOU COME TO KNOW ABOUT THIS BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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82
6 PREFERRED PACK SIZE
INTERPRETATION-
According to servey50 person are preferred 500gm product 30 person are
preferred 1kg product 20 person are preferred 250gm product
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8 REASON TO SELECT PREFERRED PACK SIZE
INTERPRETATION-
According to servey20 person are select product of itrsquos availability pack size
40 person are select product of itrsquos price pack size 25 person are select
product of itrsquos family pack size 15 person are select product of itrsquos storage
pack size
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9 FREQUENCY OF
PURCHASE
INTERPRETATION-
According to servey30 People are purchase product after one month 55
People are purchase product after two months 15 People are purchase
product after six months
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COMPETITOR ANALYSIS
The key competitorrsquos of Dabur in the Chyawanprash segment are Baidyanath
Zandu and Himani which together with Dabur have about 85 of Indias domestic
market
Dabur is Indias largest Ayurvedic medicine supplier and the fourth largest
producer of FMCG It was established in 1884 and had grown to a business level
in 2003 of about 650 million dollars per year though only a fraction of that is
involved with Ayurvedic medicine Dabur Chyawanprash (herbal honey) has a
market share of 61We have tried to analyse the competition for Dabur in the
Chyawanprash segment as follows
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The Himani Group
It founded in 1974 provides a diverse range of products doing 110 million dollars
of business annually though only a portion is involved with Ayurvedic products
through its Himani line the company is mainly involved with toiletries and
cosmetics but also provides Chyawanprash and other health productsIts market
share is 12
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CONCLUSIONS
The Chyawanprash Industry is yet to capture the beverage market in full swing Packed Chyawanprash
followed by Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts the market The consumerrsquos patriotic love for tea and coffee is unfared
Chyawanprash are yet to establish their supplement use in the average household here in lies the great
opportunities Within the market it is safe to conclude that dabur has hit off ratherwell with the
masses
dabur has clearly lost it head start advantage and thereby acquiring just 35 of the market share while
others enjoys rest of the market share This could be well attributed to dabor successful ATA
(Availability Taste and Affordability) marketing module the attributes most rated by the consumersLack of publicity has hampered the growth progress of the brand so aggressive advertising is needed to
promote Chyawanprash and vatika hair oil brand
The brands such as that of Chyawanprash by vednath Chyawanprash with its lsquosonacahndi lsquoMinute-
madersquo and also US food giantssDel Monte are ready to hit the Chyawanprash market very soon
As the strategies of the companies keeps on changing be it in Chyawanprash industry a company has
to create perceptions and cover them into realities It is an expensive proposition requiring huge
expenditure on advertising sponsorships and media Thus the ideal company will be the one which
combines the high end technology with consumer insight
As 16 of the excise duty is exempted on food products in this budget Many food companies including
Dabur got benefited from it On the analysis of survey it was found that target Market of Chyawanprash
want quality benefit rather then Price benefit so it is better to stress on quality rather than on
decreasing price to increase sales and profit
To increase market share Dabur should give slight price benefit on Dabur brand so that customers of
other Juice brand should switch from other brand to Dabur brand
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Findings
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey100 satisfaction level of dabur product 80 satisfaction level of
Baidynath product 80 satisfaction level of Himani product 60 satisfaction level of
Zandu product
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis According to servey50 person are preferred 500gm
product 30 person are preferred 1kg product 20 person are preferred 250gm
product
According to servey20 person are select product of itrsquos availability pack size 40
person are select product of itrsquos price pack size 25 person are select product of itrsquos
family pack size 15 person are select product of itrsquos storage pack size
According to servey30 People are purchase product after one month 55 People are
purchase product after two months 15 People are purchase product after six months
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LIMITATIONS
No study is free from limitations The limitations of this study can be
Sample size taken is small and may not be sufficient to predict theresults with 100 accuracy
The result is based on primary and secondary data that has itrsquos own limitations
The study only covers the area of Delhi that may not beapplicable to other areas
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RECOMMENDATIONS
Focus on growing core brands across categories
Reaching out to new geographies within Hapur area
Improve operational efficiencies by leveraging technology
Be the preferred company to meet the health and personal grooming needs of
our target consumers with safe efficacious natural solutions by synthesizing the
deep knowledge of ayurveda and herbs with modern science
Provide consumers with innovative products within easy reach
Vatika hair care centre On the lines of Maricorsquos Kaya Skin Clinic Dabur
could start a venture called Vatika hair care centre which would provide total hair
care solutions It could have hair care experts to solve hair problemsServices could
include dandruff treatment straightening of hair treatment for split endsetc
Position Dabur Chyawanprash as not more of a medicine but as something
which is necessary for health
More initiatives like ldquo Dabur ki Deewarrdquo to increase brand visibility It is an
initiative to occupy shelf space
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BIBLIOGRAPHY
Books
Marketing Management Twelfth Edition ndash Philip Kotler amp Kevin Lane Keller
Websites
wwwgooglecom
wwwdaburcom
wwwtutor2unet
wwwbrandchannelcom
The time of india
Forbs magazing
Hinustan time
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YES NO
7Which pack size do you prefer
YES NO
8On what parameters do you choose this pack size
YES NO
9 how do u increase the company position
YES NO
10 how you increase your company position in market agains other company
YES NO
![Page 3: Making by Th Harsh Pandit](https://reader033.vdocuments.mx/reader033/viewer/2022052406/577cd3191a28ab9e7896af7d/html5/thumbnails/3.jpg)
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3
Dabur India Ltd
Corporate Office Kaushambi
Ghaziabad ndash 201010
Uttar Pradesh India
Dated 5th Aug 2013
TO WHOM SO EVER IT MAY CONCERN
This is to certified that Miss Madhuvi Upadhyay DO Mr Yogesh Upahyay student of MBA from SSLD Varshney Institute of Management andengineering (Affiliated to Mahamaya Technical University Noida) as undergoneproject training in our company from 1st June 2013 to 1st Aug 2013
He has completed his assigned project title ldquoMarket Expansion Strategy of Dabur With Special Reference To Dabur Chyawanprash for Rural Market Delhirdquo and help in spreding awareness of the companyrsquos plans and given fairand good feedback of the company
S K Dabar
Manager
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4
DECLARATION
I hereby declare that this Summer Training Report titledlsquolsquoMarket Expansion
Strategy of Dabur With Special Reference To Dabur Chyawanprash for
Rural M arket Delhirsquorsquo
is executed as per the course requirement for the MBA I have not been
submitted by me or any other person to any other university or institution for
degree or diploma Itrsquos my own work
Madhuvi Upadhyay
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5
ACKNOWLEDGEMENT
In this project I have made an honest and dedicated attempt to make the research
material as authentic as it could And I earnestly hope that it provides useful and
workable information and knowledge to any person reading it
During this small time frame of two months in which the project reached its completion
there were a few people whom I would like to make a mention of and without whose
help the project would have never seen the light of the day
I also thank to my internal guide Dr Dinesh Sharma for his timely response via e-mail
which immensely helped in giving the project the initial direction it needed
I would like to thank my external guide Mr S K Dabar (Branch Manager) who gave me
a free hand as far as going about the project work was concerned
I dedicate this project to the Dealerrsquos of Aligarh district who were extremely kind and
who at times went out of the way to help me Without their co-operation it would have
perhaps not been possible to research a few places which I did within the stipulated
time frame Madhuvi Upadhyay
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6
PREFACE
Management training has gained rapid importance only recently Management
was previously considered as an inborn art or talent But in todayrsquos fast
developing word this view has been abandoned
To develop managerial capabilities and to supplement their theoretical
knowledge with practical experience the management students are required to
go training in business organization
This study would not only help me as a management student to gain a deep
insight of how an organization works but also practical usage of all management
techniques that I have learnt during the course of my study This project would
also help me analyze the difference between the organizational realities and the
theories that have been taught in my academic session and also gave me a real
experience of the corporate world let me better understand how it function It
also taught me how to take every experience in the right and learn from each
one Finally the analysis feasible to be put to test in real life situations I shall
consider all my hard work worthwhile if this endeavor of mine is able to satisfy all
those concerned and proves useful to anyone or for any further study in the
future
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7
CERTIFICATE
DECLARATION
ACKNOWLEDGEMENT
PREFACE
TABLE OF CONTENTS
1 EXECUTIVE SUMMARY
2 INTRODUCTION OF DABUR COMPANY
3 OVERVIEW OF FMCG SECTOR IN INDIA
4 THE MARKETING MIX ANDSELLING PROCESS
5 PRODUCT LINE
6 COMPETITOR ANALYSIS
7 SWOT ANALYSIS OF DABUR
8 OBJECTIVE OF THE STUDY
9 RESEARCH METHODOLOGY
10 DATA ANALYSIS
11 CONCLUSIONS
12 FINDINGS
13 LIMITATION
14 RECOMMENDATIONS
15 BIBLIOGRAPHY
16 QUESTIONNAIRE
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EXECUTIVE SUMMARY
This report aims at analyzing and reporting on the marketing strategies of Dabur
India Ltd (DIL) for the brands Dabur Chyawanprash Pioneering role that it has
played in the evolution of the categories it has had a presence in Dabur
Chyawanprash is the leader in the Chyawanprash category and enjoys a market
share of 61 per cent In 50s Dabur pioneered the concept of branded
Chyawanprash and since has invested heavily in product development clinical
studies and consumer awareness The product is essentially a health supplement
This report is not aiming at the overall marketing mix or the marketing strategy of
Dabur India Ltd but is an attempt to analyse the marketing mix of Dabur
Chyawanprash
The report also enlists various recommendations based on BCG Growth Share
Matrix analysis Ansoffrsquos Product Matrix Expansion Grid SWOT Analysis etc This
analysis has been done on the basis of the information gathered from the
company website and other online resources and books and articles
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9
COMPANY OVERVIEW
Over its 120 years of existence the Dabur brand has stood for goodness through a
natural lifestyle An umbrella name for a variety of products ranging from hair
care to honey Dabur has consistently ranked among Indiarsquos top brands Its brands
are built on the foundation of trust that a Dabur offering will never cause one
harm
The trust levels that this brand enjoys are phenomenally high While Ries and
Trout may ask ldquoWhat does Dabur stand formdashshampoo or digestive tabletsrdquo The
answer is fairly simple it stands for Indiarsquos fourth largest fast moving consumer
goods company that both consumers and trade respect and trust unequivocally
and which has an annual turnover of over Rs 15 billion
The company has kept an eye on new generations of customers with a range of
products that cater to a modern lifestyle while managing not to alienate earlier
generations of loyal customers
Dabur is an investor friendly brand as its financial performance shows There is an
abundance of information for its investors and prospective information including
a daily update on the share price (something that very few Indian brands do)
Therersquos a great sense of responsibility for investorsrsquo funds on view This is a direct
extension of Daburrsquos philosophy of taking care of its constituents and it adds to
the sense of trust for the brand overall
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10
Dabur India Limited has marked its presence with some very significant
achievements and today commands a market leadership status Our story of
success is based on dedication to nature corporate and process hygiene dynamic
leadership and commitment to our partners and stakeholders The results of our
policies and initiatives speak for themselves
Leading consumer goods company in India with a turnover of Rs223372
Crore (FY07)
2 major strategic business units (SBU) - Consumer Care Division (CCD)
and Consumer Health Division (CHD)
3 Subsidiary Group companies - Dabur Foods Dabur Nepal and Dabur
International and 3 step down subsidiaries of Dabur International - Asian
Consumer Care in Bangladesh African Consumer Care in Nigeria and Dabur
Egypt
13 ultra-modern manufacturing units spread around the globe
Products marketed in over 50 countries
Wide and deep market penetration with 47 CampF agents more than 5000
distributors and over 15 million retail outlets all over India
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11
1884 Birth of Dabur
1896 Setting up a manufacturing plant
Early
1900sAyurvedic medicines
1919Establishment of research
laboratories
1920 Expands further
1936 Dabur India (Dr SK Burman) Pvt Ltd
1972 Shift to Delhi
1979Sahibabad factory Dabur Research
Foundation
1986 Public Limited Company
1992 Joint venture with Agrolimen of Spain
1993 Cancer treatment
1994 Public issues
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12
1995 Joint Ventures
1996 3 separate divisions
1997 Foods Division Project STARS
1998 Professionals to manage the Company
2000 Turnover of Rs1000 crores
2003 Dabur demerges Pharma Business
2005 Dabur aquires Balsara
2005Dabur announces Bonus after 12
years
2006Dabur crosses $2 Bin market Cap
adopts US GAAP
2006 Approves FCCBGDRADR up to $200
million
2007 Celebrating 10 years of Real
2007 Foray into organised retail
2007 Dabur Foods Merged With Dabur
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13
India
2008 Acquires Fem Care Pharma
2009Dabur Red Toothpaste joins Billion Rupee Brand club
2010Dabur makes its first overseas acquisition
2011 Dabur enters professional skin care market
2011Dabur India acquires 30-Plus from Ajanta Pharma
2012 Dabur crosses Billion-Dollar Turnover Mark
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14
Founding Thoughts
What is that li fe worth which cannot bri ng comfor t to others
The doorstep Daktar The story of Dabur began with a small
but visionary endeavour by Dr S K Burman a physician
tucked away in Bengal His mission was to provide effective
and affordable cure for ordinary people in far-flung villages
With missionary zeal and fervour Dr Burman undertook the
task of preparing natural cures for the killer diseases of those
days like cholera malaria and plague
Soon the news of his medicines traveled and he came
to be known as the trusted Daktar or Doctor who came
up with effective cures And that is how his venture Dabur got its name - derived
from the Devanagri rendition of Daktar Burman Dr Burman set up Dabur in 1884
to produce and dispense Ayurvedic medicines Reaching out to a wide mass of
people who had no access to proper treatment Dr S K Burmans commitment and
ceaseless efforts resulted in the company growing from a fledgling medicine
manufacturer in a small Calcutta house to a household name that at once evokes
trust and reliability
The mission continues
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15
PASSION FOR WINNING
We all are leaders in our area of responsibility with a deep
commitment to deliver results We are determined to be the bestat doing what matters most
Milestones to success
Dabur India Ltd made its beginnings with a small pharmacy but
has continued to learn and grow to a commanding status in the
industry The Company has gone a long way in popularising and
making easily available a whole range of products based on the
traditional science of Ayurveda And it has set very high
standards in developing products and processes that meet
stringent quality norms As it grows even further Dabur will
continue to mark up on major milestones along the way setting
the road for others to follow
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16
1884 - Established by Dr S K Burman at Kolkata
1896 - First production unit established at Garhia
1919 - First RampD unit established
Early 1900s - Production of Ayurvedic medicines
Dabur identifies nature-based Ayurvedic medicines as its area of specialisation
It is the first Company to provide health care through scientifically tested
and automated production of formulations based on our traditional science
1930 - Automation and upgradation of Ayurvedic products
manufacturing initiated
1936 - Dabur (Dr S K Burman) Pvt Ltd Incorporated
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 ancient restorative Chyawanprash is launched in packaged
form and becomes the first branded Chyawanprash in India
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17
1957 - Computerisation of operations initiated
1970 - Entered Oral Care amp 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 is made 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 completes 100 years
1988 - Launches pharmaceutical medicines
1989 - Care with fun
The Ayurvedic digestive formulation is converted into a childrens fun product
with the launch of Hajmola Candy In an innovative move a curative product
is converted to a confectionary item for wider usage
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18
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 Intaxel (Paclitaxel) Dabur
Research Foundation develops an eco-friendly process to extract the drug from
its plant source
1996 - Enters foods business with the launch of Real Fruit Juice
1996 - Real 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 1000 crore mark
Dabur establishes its market leadership status by staging a turnover of
Rs1000 crores Across a span of over a 100 years Dabur has grown from a
small beginning based on traditional health care To a commanding position
amongst an august league of large corporate businesses
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19
2001 - Super specialty drugs
With the setting up of Dabur Oncologys sterile cytotoxic facility the
Company gains entry into 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
2002 - Dabur record sales of Rs 116319 crore on a net profit of Rs 644
crore
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 this 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 ISO 9002
certification
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20
Science for nature
Reinforcing its commitment to nature and its conservation Dabur Nepal a
subsidiary of Dabur India has set up fully automated greenhouses in Nepal
This scientific landmark helps to produce saplings of rare medicinal plants
that are under threat of extinction due to ecological degradation
2005 - Dabur acquires Balsara
As part of its inorganic growth strategy Dabur India acquires Balsaras
Hygiene and Home products businesses a leading provider of Oral Care and
Household Care products in the Indian market in a Rs 143-crore all-cash
deal
2005 - Dabur announces bonus after 12 years
Dabur India announced issue of 11 Bonus share to the shareholders of the
company ie one share for every one share held The Board also proposed an
increase in the authorized share capital of the company from existing Rs 50
crore to Rs 125 crore
2006 - Dabur crosses $2 bin market cap adopts US GAAP
Dabur India crosses the $2-billion mark in market capitalisation The
company also adopted US GAAP in line with its commitment to follow
global best practices and adopt highest standards of transparency and
governance
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21
2006 - Approves FCCBGDRADR up to $200 million
Moving forward on the inorganic growth path Dabur India decides to raise up
to $200 million from the international market through Bonds FCCBs GDRADR QIPs or any other securitiesThe capital raised will be used to fund
Daburs aggressive growth ambitions and acquisition plans in India and
abroad
2007 - Celebrating 10 years 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 HampB 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 amp Beauty format
2007 - Dabur Foods Merged With Dabur India
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
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Dabur has an illustrious Board of Directors who are committed to take the
company onto newer levels of human endeavour in the service of mankind The
Board comprises of
Chairman
Vice-
Chairman
Dr Anand
Burman
Mr Amit Burman
Whole Time Directors
Mr PD Narang Mr Sunil
Duggal
Mr Pradip Burman
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23
Non Whole Time Promoters Directors
Mr Mohit Burman
Independent Directors
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24
His Highness
Maharaja
=Mr P N
Vijay
Mr R C
Bhargava
Dr S Narayan
Sunil DuggalChief Executive Officer
Dabur India Limited
Sunil Duggal took over as the Chief Executive Officer
of Dabur India Limited in June 2002 holding reins of the
organisation he joined in 1995
Mr Duggal started his career as a management trainee in
Wimco Limited in 1981 after getting his Engineering
Degree (Electrical amp Electronics) from BITS Pilani and
Business Management from IIM Calcutta His stint atWimco continued till 1994 with a break in between
when he joined Bennett
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Spanning a career of over 20 years Sunil Duggal has travelled widely across Indiaand handled diverse portfolios that have helped him understand the dynamics of
FMCG businesses and market trends He is well versed in the intricacies of Indias
regional diversities and consumer needs
Mr Duggal lives in Delhi with his wife and one child Whenever he gets a break
from his official responsibilities Mr Duggal likes to spend time at home with his
family and an occasional round of golf
Coleman amp Co Ltd for a short period In 1994 he moved to Pepsi Foods as GM
Sales Operation
In 1995 he came into the Dabur family as General Manager (Sales amp Marketing)
of the Family Products Division with products like Dabur Amla Lal Dant Manjan
and Vatika in his portfolio This Division spearheaded the spectacular growth
recorded by Dabur in this period Vatika was also launched during this period and
is now the Companys second biggest brand
With his dynamic spirit and leadership abilities he soon became Vice-President
and SBU-Head of the Family Products Division In July 2000 Mr Duggal was
appointed Director Sales and Marketing of Dabur India Limited And in 2002 he
became the CEO of the Company - a professional with valuable experience to
steer the company ahead in its growth plans
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27
Good corporate governance and transparency in actions of the management is key
to a strong bond of trust with the Companyrsquos stakeholders Dabur understands the
importance of good governance and has constantly avoided an arbitrary decision-
making process Our initiatives towards this end include
Professionalisation of the board
Lean and active Board(reduced from 16 to 10 members)
Less number of promoters on the Board
More professionals and independent Directors for better management
Governed through Board committees for Audit Remuneration Shareholder
Grievances Compensation and Nominations
Meets all Corporate Governance Code requirements of SEBI
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28
When our Founder Dr S K Burman first established Dabur he had a vision that
saw beyond the profit motive In his words What is that life worth which cannot
bring comfort to others This ideal of a humane and equitable society led to
initiatives taken to give back some part of what Dabur has gained from the
community
Our major initiatives in the Social sector include
Establishment of the Sustainable Development Society or Sundesh in 1993
- a non-profit organisation to promote research and welfare activities in rural
areas
Promoting health and hygiene amongst the underpriviledged through the
Chunni Lal Medical Trust and
Organising the Plant for Life programme for schoolchildren - to create
environmental awareness amongst young minds
Our commitment to Environment
Ancient wisdom of conservation
From times immemorial Indian sages and men of wisdom have understood and
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29
appreciated the value of nature and its conservation Our ancestors recognised
that if we grabbed from nature beyond what was healthy it would lead to all
round degradation and even the extinction of humanity That is why nature was
sanctified and worshipped in the form of gods and goddesses
Dabur upholds the tradition
Today we at Dabur also value natures bounty Without the fruits of nature the
vision of Dabur would never have been fulfilled And that is the reason for our
unfailing commitment to ecological conservation and regeneration We would like
to follow the principles of our ancient texts which say
Dehi me dadami te - you give me and I give you
Back to Nature
Rare herbs and medicinal plants are our most valuable resource from which all
our products are derived Due to overexploitation of these resources and
unsustainable practices these plants and herbs are fast reaching the point of
extinction In view of this critical situation Dabur has initiated some significant
programmes for ecological regeneration and protection of endangered plantsecies
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30
Plants for Life
We have set up the Plants for Life project in the mountainous regions of the
Himalayas Under the project a high-tech greenhouse facility has been set up for
developing saplings of rare and endangered medicinal plants Fully computer-
controlled and monitored this greenhouse maintains the highly critical
environmental parameters required for their survival We are also developing
quality saplings of more than 20 herbs 8 of them endangered through micro
propagation
In addition satellite nurseries spread across mountain villages and
contract cultivation of medicinal herbs helps in maintaining the ecological
balance These measures have also helped provide local cultivators the scientific
knowledge for harvesting herbs and a steady source of income So that they are
not forced to exploit the environment to earn a livelihood
Living a Green Heritage
These are significant steps that can contribute to a better world for coming
generations To whom we would like to bequeath a world not bereft of nature
But full of flowering and fruit bearing trees animals birds and humans living in
good health and complete harmony
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31
Kashambi Corporate Office
Corporate Office
Kaushambi
Ghaziabad - 201010
Uttar Pradesh India
Tel
+91 (0120) 3982000 (30 Lines)
+91 (0120) 3001000 (30 Lines)
Registered Office
83 Asaf Ali Road
ew Delhi ndash 110 002
Tel +91 (011) 23253488
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DABUR WORLD WIDE
Daburs mission of popularizing a natural lifestyle transcends national boundaries Today
there is global awareness of alternative medicine nature-based and holistic lifestyles and
an interest in herbal products Dabur has been in the forefront of popularizing this
alternative way of life marketing its products in more than 50 countries all over the
world
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34
Our products World Wide
We have spread ourselves wide and deep to be in close touch with our overseas
consumers
Offices and representatives in Europe America and Africa
A special herbal health care and personal care range successfully selling in
markets of the Middle East Far East and several European countries
Inroads into European and American markets that have good potential due to
resurgence of the back-to-nature movement
Export of Active Pharmaceutical Ingredients (APIs) manufactured under strict
international quality benchmarks to Europe Latin America Africa and other Asian
countries
Export of food and textile grade natural gums extracted from traditional plant
sources
Partnerships and Production
Strategic partnerships with leading multinational food and health care
companies to introduce innovations in products and services
Manufacturing facilities spread across 3 overseas locations to optimise
production by utilising local resources and the most modern technology available
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35
OVERVIEW OF FMCG SECTOR IN INDIA
The Indian FMCG sector is
the fourth largest sector
in the economy with a
total market size in excess
of US$ 131 billion It has
a strong MNC presence
and is characterised by a
well-established
distribution network
intense competition
between the organised and
unorganised segments and
low operational cost Availability of key raw materials cheaper labour costs and
presence across the entire value chain gives India a competitive advantageThe FMCG market is set to treble from US$ 116 billion in 2003 to US$ 334
billion in 2015 Penetration level as well as per capita consumption in most
product categories like jams toothpaste skin care hair wash etc in India is low
indicating the untapped market potential Burgeoning Indian population
particularly the middle class and the rural segments presents an opportunity to
makers of branded products to convert consumers to branded products Growth is
also likely to come from consumer upgrading in the matured product categories
With 200 million people expected to shift to processed and packaged food by
2010 India needs around US$ 28 billion of investment in the food-processing
industry
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36
India is one of the largest emerging markets with a population of over one billion
India is one of the largest economies in the world in terms of purchasing power
and has a strong middle class base of 300 millionAround 70 per cent of the total
households in India (188 million) resides in the rural areas The total number of
rural households are expected to rise from 135 million in 2001-02 to 153 million
in 2009-10 This presents the largest potential market in the world The annual
size of the rural FMCG market was estimated at around US$ 105 billion in 2001-
02 With growing incomes at both the rural and the urban level the market
potential is expected to expand further
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TMarketing Mi
Product Place
Target
Market
Price Promotion
The firm attempts to generate a positive response in the target market by blending
these four marketing mix variables in an optimal manner
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38
A Summary Table of the Marketing Mix
The following table summarizes the marketing mix decisions including a list of
some of the aspects of each of the 4Ps
Summary of Marketing Mix Decisions
Product Price Place Promotion
Functionality
Appearance
Quality
Packaging
Brand
Warranty
ServiceSuppor
t
List price
Discounts
Allowances
Financing
Leasing
options
Channel members
Channel
motivation
Market coverage
Locations
Logistics
Service levels
Advertising
Personal
selling
Public
relations
Message
Media
Budget
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39
DABUR FOODS SELLING PROCESS
Dabur food process of selling starts from stockiest
CampFA dose not have any process to play in the process of selling of dabur
foods products They are just Clearing amp Forwarding Agents they store the
manufacturing products and then supply it to stockiest
Stockiest pay the money to dabur foods through demand draft
Stockiest further sells the products to retailers
Retailer finally sells the products to consumers
MARKETING HOW DABUR FOODS IS USING MIX
Product
Appearance Dabur tries to make its products appear very attractive
Quality Quality of the product is really unmatchable as it is tested number of
times and its products are processed using very advanced machinery and
technology
Packaging Dabur products packaging is done in such a way that its juices does
not get expired before 6 months inspite of perishable products
Brand Dabur itself is a very reputed and well known brand in the market and its
Real juice is also known all over India
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40
Warranty Dabur as such does not gives any warranty but if there is any problem
in its products before expiry then they replace the product
ServiceSupport Dabur foods provide full support to its stockiest retailers and
consumers what so ever the problem is
Price
List price Dabur decide its price according to its competitors and the price
structure is different for retailers and stockiest
Discounts There are different discounts for retailers stockiest and consumer from
time to time
Allowances Special allowances are gicen to stockiest sales man if he acives his
targets
Place
Channel members Channel members or business partners of dabur are its
stockiest retailers
Channel motivation Channel motivation for dabur is pull and push strategy
Market coverage Dabur Foods has a distribution network that covers 175 towns
and 75 thousand retail outlets making its product available to the consumers across
the country at ease
Locations Dabur foods try to cover or tries to place its products in each and every
shop and every location
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Promotion
Advertising Dabur products are advertised through television newspapers
magazine etc
Personal selling Dabur hardly do any personal selling except in tent shows and
road shows Same for less amp more for same
Media Media of promotion is TV Radio newspapers magazine
Budget Budget is Decided by finance team for different strategic business unit
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Critique of selling
In theory the purpose of selling is to help a customer realize his or her goals in an
economic fashion However in reality this is not always the case Customers can be influenced to purchase a product or service that initially was not of interest to
them Some salespeople are trained in the art of selling customers things they dont
need
Take for example the purchasing of a car a consumer may have a set of cars in
mind (called an evoked set) that she feels match her needs wants and budget She
may seek the advice of a salesperson given that a salesperson can help her realize
the right car given those criteria This can be a socially useful function salespeople
have specialized knowledge of products that can help consumers make an informed
decision However a salesperson may also talk a consumer into purchasing a more
expensive or perhaps larger car then she needs or can afford In this context the
salesperson may have usefully helped the customer re-evaluate her needs thereby
establishing a new set of appropriate choices among which included the newer orlarge car This again would be a helpful and useful service provided by the
salesperson However it is sometimes the case that customers purchase a product
or service that was not initially intended and remains an inappropriate purchase
after the fact On the other hand the consumer in this scenario can be held partially
responsible for the inappropriate purchase indeed A fool and his money are soon
parted (PT Barnum English proverbs)
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This dysfunctional behavior is encouraged by
Incentives of salespeople to increase their total number of sales especially where
retailers keep track of sales or offer commission-based salaries
Incentives from the manufactures of products or the companies of service
providers to salespeople to sell their products where other similar products
offered by competitors are offered
The incentive to sell a customer a product that is in need of being cleared
out despite the fact that a customer may be better to wait for the new
product
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Channel Of Distributions
Manufacturing Plant
Clearing and forwarding agent (different regions)
Stockist A Stockist B Stockist C
Retailers Retailers Retailers Retailers Retailers Retailers
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CONSUMERS
The above diagram it shows channel of distribution of dabur foods here first the products are manufactured and from Manufacturing plants the packed goods are
supplied to Clearing And Forwarding Agents(CampFA) and from here the goods are
then further supplied to number of Stockiest or Distributors from here goods
reaches to large number of Retailers and it is the duty of Stockiest to take orders
from retailers and then supply the goods to them this work is generally done by
stockiest salesman through ready stock or by taking orders first and then placing
the order From here the goods finally reaches to Customers Customer purchases
the product from retailers
This was the basic Channel of Distribution used by Dabur Foods now I will throw
light on each channel of distribution of Dabur Foods
Supply Chain Management
Supply chain management starts before physical distribution it involves procuring
the right inputs (raw materials components and capital equipment) converting
them into finished products and dispatching them to the final destinations The
supply chain perspective can help identify superior suppliers and distributors and
help them improve productivity which ultimately brings down the companyrsquos
costs
A broader view sees a company at the center of a value network that
includes its suppliers its immediate customers and their end customers The value
network includes valued relations with others such as university researchers
government approval agencies and so on
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MANUFACTURING PLANT
Dabur Foods has Number of products in its product line but its main area of
interest or the product on which they concentrate the most is Real Juice amp Coolers
Dabur has its manufacturing plant at Nepal and at Jaipur where juice is
manufactured and tested
PROCUREMENT amp TRANSPORT
Getting the raw material and packaging material requirement from the
production unit in charge
Constant updates on the procurement of materials and transport details
Production details and ingredient content information from the different personnel and coordinating this activity
PACKAGING
Approval and coordination of the supply of packaging material to the
production unit
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CLEARING AND FORWARDING AGENTA (CampFA)
From manufacturing plant the stock is transported or supplied to clearing
and forwarding agents
Clearing and Forwarding Agents is a third party and Dabur gives contract to
them so company has nothing to do in building the relationship with them
Here CampFA keep or stock the goods with them
They charge dabur for stocking the good and even dabur donrsquot mind doing
so as it is a measure of cost cutting as well as there is no need for gowdowns
and maintenance
For Ghazizbad Meerut Delhi NCR there is one CampFA whish is situated in
Mohan Nagar here all goods which dabur foods hare kept here
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STOCKIEST OR DISTRIBUTORS
Stockiest store the products in their godowns CampFA supplies the goods to
them as per their order
Stockiest has some sales men working under him they are known as
stockiest sales man Their work is to place the products in the market and
take order from retailers and then supply goods to them
Sales man either take ready stock with them or they first take orders and
then supply goods later on
There is a beat which is a schedule route of sales man means sales man has
to daily cover the route as mention in the beat
Merchandising making products visible pasting posters putting banners
and seeing that goods are properly placed in the retail outlets is also the duty
of stockiest sales man
Companiesrsquo sales officer keeps a check on the stockiest and monthly report
is also prepared which is further analyzed by ASM amp ZSM
In Noida Dabur has 1 stockist and in Ghaziabad 1
RETAILERS
Retailers are backbone of the company as they are the one who can take the
product on new heights or can bring it down to toes
Stockiest supplies goods to retailers and tries Persuading retailers to give the
brand special displays (using merchandising tools) to get affective brand
presence and arranging it in more noticeable manner
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Classification of outlets in different type of markets is different according to
their sales volume
TYPES OF RETAILS OUTLETS
Class Average Monthly Business
A Above 10000
B 5000-10000
C Upto 5000
Margin of retailers is always higher than stockiest
Retailers are the one who have direct contact with the customers
Dabur Foods has a distribution network that covers 175 towns and 75
thousand retail outlets making its product available to the consumers across
the country at ease
TYPES OF RETAIL MARKET
The retail market can be classified on the basis of magnitude of retail
SCATTERED MARKET
Lesser no of outlets and
Extensive outlets
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BLOCK MARKET
Large no of retail outlets in chunk
SUPER MARKET
Through their superior information logistical systems and buying power deliver
good service and immense volumes of products at attractive prices
CHAIN OUTLETS
Having more than one key outlet all across with a single control unit and central
purchasing strategy
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M PRODUCT LINE
Foods
Real
Real Activ
Hommade
Lemoneez
Capsico
Health Care
Baby Care
Dabur Lal Tail
Dabur Baby Olive Oil
Dabur Janma Ghunti
Health Supplements
Dabur Chyawanprash Dabur Glucose D
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Digestives
Hajmola Yumstick
Hajmola Mast Masala
Anardana
Hajmola
Hajmola Candy
Hajmola Candy Fun2
Pudin Hara (Liquid and Pearls)
Pudin Hara G
Dabur Hingoli
Natural Cures
Shilajit Gold
Nature Care Sat Isabgol
Shilajit
Ring Ring
Itch Care
Backaid
Shankha Pushpi Dabur Balm
Sarbyna Strong
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Personal Care
Hair Care Oil
Amla Hair Oil
Amla Lite Hair Oil
Vatika Hair Oil
Anmol Sarson Amla
Hair Care Shampoo
Anmol Silky Black Shampoo
Vatika Henna Conditioning Shampoo
Vatika AntiDandruff Shampoo
Anmol Natural Shine Shampoo
Oral Care
Dabur Red Gel
Dabur Red Toothpaste
Babool Toothpaste
Dabur Lal Dant Manjan
Dabur Binaca
Toothbrush
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Dabur Amongst Top Three Most
Respected FMCG Companies
Dabur Real Bags Gold In Readers
Digest Trusted Brand Awards
Dabur Figures In Top Great PlaceTo Work 2006 List
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Dabur has been ranked
amongst Indias Most
Innovative Companies by
a Business Today-Monitor
Group survey
Hajmola has been ranked
34th in Indiarsquos 100 Most
Valuable Brands list
Hajmola one of the
strongest brands in
Daburs portfolio
has been listed
among the Top 18
Iconic Brands in
India that have
stood the test oftime
Dabur Indiarsquos fruit juice
brand Reacuteal awarded the
Three Dabur brands --
Hajmola Dabur Amla and
Hajmola moves up
11 spots to take the
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Readerrsquos Digest Gold
Trusted Brand Award
2008 in the food amp
beverages category
Vatika -- have debuted in
the Economic Times
Brand Equitys Most
Trusted Brands 2008 list
Besides Dabur Foods has
climbed up to take the
40th spot
34th position
among Indias Top
100 Most Valuable
Brands of 2008
released by 4Ps and
ICMR
Dabur India Ltd has been ranked 28th in the list of Indias Top 50 Most
valuable (Company) Brands by Brand Finance
newu was voted the Most
Admired New Retail
Launch of the year at
Images Retail Awards
Dabur India CEO Mr
Sunil Duggal was named
Best Corporate Leader of
2008 at the BampE
Leadership and Excellence
Dabur India Ltd
was ranked the
Business Leader in
the FMCG -
Personal Care
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Awards Category at the
NDTV Profit
Business
Leadership Award
2008
Dabur India Ltd CEO Mr
Sunil Duggal has been
ranked among Indias
Most valueable CEOs by
Business World
Dabur India Ltd has been listed among the Super
100 of India Inc prepared by Business India
8132019 Making by Th Harsh Pandit
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59
Dedicated to the health and well being of every household
This is our company We accept personal responsibility and accountability to meet business needs
We all are leaders in our area of responsibility with a deep commitment to deliver results We are determined to be the best at doing what matters most
People are our most important asset We add value through result driven training and we encourage amp reward excellence
We have superior understanding of consumer needs and develop products to fulfill them better
We work together on the principle of mutual trust amp transparency in a boundary-less organisation We are intellectually honest in advocating proposals includingrecognizing risks
Continuous innovation in products amp processes is the basis of our success
We are committed to the achievement of business success with integrity We are honest with consumers with business partners and with each other
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INTRODUCTION OF DABUR CHYWANPRASH
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Dabur Chyawanprash the trusted name for your entire familys health
Dabur Chyawanprash has anti-oxidant properties amp strengthens your bodysinternal defense mechanism the immune system thereby protecting you fromeveryday infections cough cold amp stress etc
At a time when flu and viruses are everywhere your immunity system provides the best prevention from these deadly diseases Chyawanprash a time-tested age-
old formulation has a number of herbs like Amla known to be one of the bestantioxidants Giloy (Guduchi) known to have immuno modulatory properties andhas more than 40 other natural ingredients to boost immunity
Dabur Chyawanprash The Health Giver
Derived from 2500-year-old Ayurvedic formula
Totally chemical-free natural and safe Powerful combination of herbs and plant extracts in a
base of Amla fruit pulp Refined by Dabur to provide traditional goodness with best quality
Reinforces the immune system amp helps fight disease Trusted health provider of a majority of Indian households
Usage
Dabur Chyawanprash has a tangy sweet-sour taste and the consistency of jamIt can be taken directly or with milk and as bread spread In all cases itstherapeutic properties remain stable and active In winters have a glass ofwarm milk after having Chyawanprash In summers have a glass of cold milkafter having Chyawanprash
Dose
1-2 teaspoonful
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STP ANALYSIS OF DABUR CHYAWANPRASH
SEGMENTATION
Dabur Chyawanprash is the market leader in the Chyawanprash segment It
comes under the category of health supplements The segments that it considers
are growing kids competitive youth ever busy housewives and the aged
For the growing kids In todays competitive environment the children are under
high pressure to excel
For the competitive youth Modern life keeps the youth busy and demands them
to be active and efficient
For ever-busy housewives The homemaker needs to be fit in order to shoulder
all responsibilities
For the aged Old age weakens a person physically and mentally
After segmenting the population into these categories it aims to keep them fit
and healthy
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TARGETING
Traditionally chyawanprash was supposed to be a health supplement for the
aged and kids Dabur Chyawanprash (DCP) is now targeting adults housewives
youth and kids This it is trying to achieve through its promotion activities by
making Amitabh Bacchan and Vivek Oberoi do the endorsement act Amitabh
has been projected as a user of Chyawanprash attempting to establish the
relevance of DCP amongst the adults in todayrsquos demanding lifestyle Vivek who
represents an urban ambitious non-user with a mindset that Chyawanprash is not
for him meets his moment of truth when outperformed by a young
Chyawanprash user thus reaching out to kids His final conversion from a non-
user to a Chyawanprash user connects with the Youth These two ads compliment
each other and connect very well with the targeted consumers
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POSITIONING
Andar se strongrdquo Dabur chyawanprash has the tag line Andar se strongrdquo By
using a natural language instead of scientific language it is able to connect with
the consumers and is able to achieve a better positioning in the minds of the
Indian health conscious consumer A category like Chyawanprash for instance
needs to understand that in employing the category language it loses any chance
of expressing its own benefit distinctively
Holistic Health benefit of Ayurveda Dabur Chyawanprash helps in stimulating
immune system relieving stress improving stamina fighting aging through anti-
oxidant property improving lung function fighting respiratory infections amp
building resistance to disease The brand conveys this health conscious holistic
view of the product
Brand Trust Over 100 years of Daburrsquos experience in Ayurveda ensures selection
processing and quality control of right herbs along with scientific and clinical
studies ndash makes DCP a trustworthy offering for consumers Consumers view DCP
as a product by a trusted brand and therefore do not need to think twice beforemaking a purchasing decisio
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MARKETING MIX OF DABUR CHYAWANPRASH
Dabur Chyawanprash is the market leader in the chyawanprash segment and has
achieved this with its innovative product offering pricing strategy easy
availability and promotion campaigns In the marketing mix of Dabur we shall be
discussing the 4 Ps of marketing mix with respect to Dabur Chyawanprash The
mix shall be analyzed as followed
Product
Price
Place
Promotion
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Product Price Promotion Place
bull Product
Variety
bull Quality
bull Design
bull Features
bull Brand
Names
bull Services
bull List Price
bull Discount
bull Financing
Schemes
bull Credit Terms
bull Advertising amp
Promotion
bull Public Relations
bull Sponsorships
bull Internet
Marketing
bull Channels
bull Location
bull Inventory
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PRODUCT
Dabur Chyawanprash is the leader in the Chyawanprash category
and enjoys a market share of 61 per cent In 50s Dabur pioneered the
concept of branded Chyawanprash and since has invested heavily in
product development clinical studies and consumer awareness The
product is essentially a health supplement
Known as the ldquoelixir of liferdquo Chyawanprash has (clinically) proven benefits in
maintaining smooth body functioning The principal ingredient Amla (Indian
Gooseberry) acts as an anti-oxidant and immuno-stimulant Dabur Chyawanprash
helps in stimulating immune system relieving stress improving stamina fighting
aging through anti-oxidant property improving lung function fighting respiratory
infections amp building resistance to disease It is these properties that make Dabur
Chyawanprash a preferred choice for its users
Ingredients of Dabur Chyawanprash
Vishwast Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts
Special Vishwast fortified with additional health beneficial herbs like
Keshar Akarkara etc
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Packaging
n
The figure above shows the evolution of the packaging of Dabur Chyawanprash
Dabur continuously innovates the package and branding of its chayawanprash It
launched Dabur Chyawanprash first in 1949 in a tin pack and it was the first
branded Chyawanprash in India Later Dabur came out with its new packet of
Chyawanprash with Amitabh Bachchan as their brand ambassador It also
received ldquoBrand Relaunch of the Year ldquoaward from IMA
Available in
Dabur Chyawanprash is available in three sizes to cater to the needs of different
types of people
1 One kilogram pack
2 500 gram pack
3 250 gram pack
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PRICE
The pricing of Dabur chyawanprash is very competitive Dabur chyawanprash uses
second degree price discrimination ie more the quantity lower the price
1kg Rs19500
500gms Rs11000
250gms Rs 6200
PRICEQUALITY MATRIX
Pricerarr
Quality
darr
High Middle Low
High
Luxury
Segment
Ideal For
Penetration
DABUR
CHYAWANPRASH
Premiere
Offering
Middle
Overpriced Average Real
Bargain
Low
Make The Sale
and Run
Unhappy
Customers
Cheap
Goods
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70
PLACE
Dabur has a very wide distribution of its products through 16 million retail outlets
and 50 C amp F agents all over India who distribute products to the retailers Adistribution of C amp F agents and manufacturing locations is given below
Daburrsquos distribution network extends beyond India in the following countries as
well
Distribution Network
Central North amp South America
Australia
Asia
Middle East
North amp South Africa
East amp West Europe
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71
PROMOTION
The main form of promotional activities of Dabur chyawanprash are concentrated
towards advertising and it has neglible sales promotional activities
Advertising
Nothing can happen without establishing the brandrsquos heritage emphasizing
technological prowess explaining benefits and building bonds with prospective
buyers Ads are necessary because the images are still mouldable and fluid and
the consumerrsquos sophistication level is low Dabur chyawanprash is advertised on
print media as well as on television
The company has launched two ads one each with Amitabh and Vivek in
national electronic media followed by a series of print media campaign directed
towards creating awareness to educate people about the holistic benefits of
ChyawanprashThe ads have been created by McCann Ericsson and the company
would be spending close to Rs 10 crore in promotional campaign this year The
ads would also be translated in Bengali These advertisements are supposed to
target the old and the younger generation respectively
Thecompany has launched a new ad with MS Dhoni who is leader of Indian
cricket team
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SWOT ANALYSIS OF DABUR
STRENGTHS
Strong presence in well defined
niches( like value added Hair Oil and
Ayurveda specialities)
Core knowledge of Ayurveda as
competitive advantage
Strong Brand Image
Product Development Strength
Strong Distribution Network
Extensive Supply Chain
IT Initiatives
R amp D ndash a key strength
WEAKNESS
Seasonal Demand( like
chyawanprash in winter and Vatika not
in winter)
Low Penetration(Chyawanprash)
High price(Vatika)
Limited differentiation (Vatika)
Unbranded players account for
the 23rd of the total market(Vatika)
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OPPORTUNITIES
Untapped
Market(Chyawanprash)
Market Development
Export opportunities
Innovation
Increasing income level of the
middle class Creating additional consumption
pattern
THREATS
Existing Competition( like
Himani baidyanath and Zandu for
Dabur Chyawanprash and MaricoKeo
Karpin HLL and Bajaj for Vatika Hair Oil)
New Entrants
Threat from substitutes (like
Bryllcream for Vatika hair oil)
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74
OBJECTIVE OF THE STUDY
The major objective of the survey is to collect the data from outlets in the
specified areas where cold drinks are to be sold
To make an assessment of availability of several brands of dabur in
different packs and size in the specified areas
To make an assessment of market presence program of the dabur
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Research Methodology
Data collection
Sample unit
1) working people (including men amp women) amp housewife
2) college students
3) school students
4) senior citizens
5) Retailer
Sample size
1 working people amp housewife 30
2 college students 25
3 school students 20
4 senior citizens 15
5 Retailer 10
Sampling techniques
Judgmental sampling techniques used
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Sampling region
Sampling region will be DELHI in rural area
Data collection method
1 Primary data It will be collected with the help of a self administered
questionnaire
2 Secondary data it will be collected with the help of books research
papers magazines news papers journals internet etc
3
Research instruments
Questionnaire design
As the questionnaire is self administrated one the survey will be simple and user
friendly Words used in questionnaire will be readily understandable to all
respondent Also technical jargons will be avoided to ensure that there is no
confusion for respondents
Data Analysis - Data analysis will be done with the help of MS Excel and SPSS
Software
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77
DATA ANALYSIS
DABUR CHYAWANPRASH
1 AWARNESS LEVEL
I
NTERPRETATION-
According to serveyAll person are know the dabur100 person of dabur65
person kmow the Baidyanathamp Dabur 40 people of HimaniBaidyanath and
Dabur 60 person of ZanduHimaniBaidyanath and Dabur
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78
2 PREFERRED BRAND
INTERPRETATION-
According to servey60 person are preferred dabur product 15 person are
preferred Baidynath product 15 person are preferred Himani product 10 person
are preferred Zandu
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3SATISFACTION LEVEL
INTERPRETATION-
According to servey100 satisfaction level of dabur product 80 satisfaction level
of Baidynath product 80 satisfaction level of Himani product
60 satisfaction level of Zandu product
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4 REASONS FOR SELECTING A PARTICULAR BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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5HOW DID YOU COME TO KNOW ABOUT THIS BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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82
6 PREFERRED PACK SIZE
INTERPRETATION-
According to servey50 person are preferred 500gm product 30 person are
preferred 1kg product 20 person are preferred 250gm product
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83
8 REASON TO SELECT PREFERRED PACK SIZE
INTERPRETATION-
According to servey20 person are select product of itrsquos availability pack size
40 person are select product of itrsquos price pack size 25 person are select
product of itrsquos family pack size 15 person are select product of itrsquos storage
pack size
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84
9 FREQUENCY OF
PURCHASE
INTERPRETATION-
According to servey30 People are purchase product after one month 55
People are purchase product after two months 15 People are purchase
product after six months
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85
COMPETITOR ANALYSIS
The key competitorrsquos of Dabur in the Chyawanprash segment are Baidyanath
Zandu and Himani which together with Dabur have about 85 of Indias domestic
market
Dabur is Indias largest Ayurvedic medicine supplier and the fourth largest
producer of FMCG It was established in 1884 and had grown to a business level
in 2003 of about 650 million dollars per year though only a fraction of that is
involved with Ayurvedic medicine Dabur Chyawanprash (herbal honey) has a
market share of 61We have tried to analyse the competition for Dabur in the
Chyawanprash segment as follows
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87
The Himani Group
It founded in 1974 provides a diverse range of products doing 110 million dollars
of business annually though only a portion is involved with Ayurvedic products
through its Himani line the company is mainly involved with toiletries and
cosmetics but also provides Chyawanprash and other health productsIts market
share is 12
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88
CONCLUSIONS
The Chyawanprash Industry is yet to capture the beverage market in full swing Packed Chyawanprash
followed by Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts the market The consumerrsquos patriotic love for tea and coffee is unfared
Chyawanprash are yet to establish their supplement use in the average household here in lies the great
opportunities Within the market it is safe to conclude that dabur has hit off ratherwell with the
masses
dabur has clearly lost it head start advantage and thereby acquiring just 35 of the market share while
others enjoys rest of the market share This could be well attributed to dabor successful ATA
(Availability Taste and Affordability) marketing module the attributes most rated by the consumersLack of publicity has hampered the growth progress of the brand so aggressive advertising is needed to
promote Chyawanprash and vatika hair oil brand
The brands such as that of Chyawanprash by vednath Chyawanprash with its lsquosonacahndi lsquoMinute-
madersquo and also US food giantssDel Monte are ready to hit the Chyawanprash market very soon
As the strategies of the companies keeps on changing be it in Chyawanprash industry a company has
to create perceptions and cover them into realities It is an expensive proposition requiring huge
expenditure on advertising sponsorships and media Thus the ideal company will be the one which
combines the high end technology with consumer insight
As 16 of the excise duty is exempted on food products in this budget Many food companies including
Dabur got benefited from it On the analysis of survey it was found that target Market of Chyawanprash
want quality benefit rather then Price benefit so it is better to stress on quality rather than on
decreasing price to increase sales and profit
To increase market share Dabur should give slight price benefit on Dabur brand so that customers of
other Juice brand should switch from other brand to Dabur brand
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89
Findings
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey100 satisfaction level of dabur product 80 satisfaction level of
Baidynath product 80 satisfaction level of Himani product 60 satisfaction level of
Zandu product
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis According to servey50 person are preferred 500gm
product 30 person are preferred 1kg product 20 person are preferred 250gm
product
According to servey20 person are select product of itrsquos availability pack size 40
person are select product of itrsquos price pack size 25 person are select product of itrsquos
family pack size 15 person are select product of itrsquos storage pack size
According to servey30 People are purchase product after one month 55 People are
purchase product after two months 15 People are purchase product after six months
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90
LIMITATIONS
No study is free from limitations The limitations of this study can be
Sample size taken is small and may not be sufficient to predict theresults with 100 accuracy
The result is based on primary and secondary data that has itrsquos own limitations
The study only covers the area of Delhi that may not beapplicable to other areas
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91
RECOMMENDATIONS
Focus on growing core brands across categories
Reaching out to new geographies within Hapur area
Improve operational efficiencies by leveraging technology
Be the preferred company to meet the health and personal grooming needs of
our target consumers with safe efficacious natural solutions by synthesizing the
deep knowledge of ayurveda and herbs with modern science
Provide consumers with innovative products within easy reach
Vatika hair care centre On the lines of Maricorsquos Kaya Skin Clinic Dabur
could start a venture called Vatika hair care centre which would provide total hair
care solutions It could have hair care experts to solve hair problemsServices could
include dandruff treatment straightening of hair treatment for split endsetc
Position Dabur Chyawanprash as not more of a medicine but as something
which is necessary for health
More initiatives like ldquo Dabur ki Deewarrdquo to increase brand visibility It is an
initiative to occupy shelf space
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92
BIBLIOGRAPHY
Books
Marketing Management Twelfth Edition ndash Philip Kotler amp Kevin Lane Keller
Websites
wwwgooglecom
wwwdaburcom
wwwtutor2unet
wwwbrandchannelcom
The time of india
Forbs magazing
Hinustan time
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YES NO
7Which pack size do you prefer
YES NO
8On what parameters do you choose this pack size
YES NO
9 how do u increase the company position
YES NO
10 how you increase your company position in market agains other company
YES NO
![Page 4: Making by Th Harsh Pandit](https://reader033.vdocuments.mx/reader033/viewer/2022052406/577cd3191a28ab9e7896af7d/html5/thumbnails/4.jpg)
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4
DECLARATION
I hereby declare that this Summer Training Report titledlsquolsquoMarket Expansion
Strategy of Dabur With Special Reference To Dabur Chyawanprash for
Rural M arket Delhirsquorsquo
is executed as per the course requirement for the MBA I have not been
submitted by me or any other person to any other university or institution for
degree or diploma Itrsquos my own work
Madhuvi Upadhyay
8132019 Making by Th Harsh Pandit
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5
ACKNOWLEDGEMENT
In this project I have made an honest and dedicated attempt to make the research
material as authentic as it could And I earnestly hope that it provides useful and
workable information and knowledge to any person reading it
During this small time frame of two months in which the project reached its completion
there were a few people whom I would like to make a mention of and without whose
help the project would have never seen the light of the day
I also thank to my internal guide Dr Dinesh Sharma for his timely response via e-mail
which immensely helped in giving the project the initial direction it needed
I would like to thank my external guide Mr S K Dabar (Branch Manager) who gave me
a free hand as far as going about the project work was concerned
I dedicate this project to the Dealerrsquos of Aligarh district who were extremely kind and
who at times went out of the way to help me Without their co-operation it would have
perhaps not been possible to research a few places which I did within the stipulated
time frame Madhuvi Upadhyay
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6
PREFACE
Management training has gained rapid importance only recently Management
was previously considered as an inborn art or talent But in todayrsquos fast
developing word this view has been abandoned
To develop managerial capabilities and to supplement their theoretical
knowledge with practical experience the management students are required to
go training in business organization
This study would not only help me as a management student to gain a deep
insight of how an organization works but also practical usage of all management
techniques that I have learnt during the course of my study This project would
also help me analyze the difference between the organizational realities and the
theories that have been taught in my academic session and also gave me a real
experience of the corporate world let me better understand how it function It
also taught me how to take every experience in the right and learn from each
one Finally the analysis feasible to be put to test in real life situations I shall
consider all my hard work worthwhile if this endeavor of mine is able to satisfy all
those concerned and proves useful to anyone or for any further study in the
future
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7
CERTIFICATE
DECLARATION
ACKNOWLEDGEMENT
PREFACE
TABLE OF CONTENTS
1 EXECUTIVE SUMMARY
2 INTRODUCTION OF DABUR COMPANY
3 OVERVIEW OF FMCG SECTOR IN INDIA
4 THE MARKETING MIX ANDSELLING PROCESS
5 PRODUCT LINE
6 COMPETITOR ANALYSIS
7 SWOT ANALYSIS OF DABUR
8 OBJECTIVE OF THE STUDY
9 RESEARCH METHODOLOGY
10 DATA ANALYSIS
11 CONCLUSIONS
12 FINDINGS
13 LIMITATION
14 RECOMMENDATIONS
15 BIBLIOGRAPHY
16 QUESTIONNAIRE
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EXECUTIVE SUMMARY
This report aims at analyzing and reporting on the marketing strategies of Dabur
India Ltd (DIL) for the brands Dabur Chyawanprash Pioneering role that it has
played in the evolution of the categories it has had a presence in Dabur
Chyawanprash is the leader in the Chyawanprash category and enjoys a market
share of 61 per cent In 50s Dabur pioneered the concept of branded
Chyawanprash and since has invested heavily in product development clinical
studies and consumer awareness The product is essentially a health supplement
This report is not aiming at the overall marketing mix or the marketing strategy of
Dabur India Ltd but is an attempt to analyse the marketing mix of Dabur
Chyawanprash
The report also enlists various recommendations based on BCG Growth Share
Matrix analysis Ansoffrsquos Product Matrix Expansion Grid SWOT Analysis etc This
analysis has been done on the basis of the information gathered from the
company website and other online resources and books and articles
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9
COMPANY OVERVIEW
Over its 120 years of existence the Dabur brand has stood for goodness through a
natural lifestyle An umbrella name for a variety of products ranging from hair
care to honey Dabur has consistently ranked among Indiarsquos top brands Its brands
are built on the foundation of trust that a Dabur offering will never cause one
harm
The trust levels that this brand enjoys are phenomenally high While Ries and
Trout may ask ldquoWhat does Dabur stand formdashshampoo or digestive tabletsrdquo The
answer is fairly simple it stands for Indiarsquos fourth largest fast moving consumer
goods company that both consumers and trade respect and trust unequivocally
and which has an annual turnover of over Rs 15 billion
The company has kept an eye on new generations of customers with a range of
products that cater to a modern lifestyle while managing not to alienate earlier
generations of loyal customers
Dabur is an investor friendly brand as its financial performance shows There is an
abundance of information for its investors and prospective information including
a daily update on the share price (something that very few Indian brands do)
Therersquos a great sense of responsibility for investorsrsquo funds on view This is a direct
extension of Daburrsquos philosophy of taking care of its constituents and it adds to
the sense of trust for the brand overall
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10
Dabur India Limited has marked its presence with some very significant
achievements and today commands a market leadership status Our story of
success is based on dedication to nature corporate and process hygiene dynamic
leadership and commitment to our partners and stakeholders The results of our
policies and initiatives speak for themselves
Leading consumer goods company in India with a turnover of Rs223372
Crore (FY07)
2 major strategic business units (SBU) - Consumer Care Division (CCD)
and Consumer Health Division (CHD)
3 Subsidiary Group companies - Dabur Foods Dabur Nepal and Dabur
International and 3 step down subsidiaries of Dabur International - Asian
Consumer Care in Bangladesh African Consumer Care in Nigeria and Dabur
Egypt
13 ultra-modern manufacturing units spread around the globe
Products marketed in over 50 countries
Wide and deep market penetration with 47 CampF agents more than 5000
distributors and over 15 million retail outlets all over India
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11
1884 Birth of Dabur
1896 Setting up a manufacturing plant
Early
1900sAyurvedic medicines
1919Establishment of research
laboratories
1920 Expands further
1936 Dabur India (Dr SK Burman) Pvt Ltd
1972 Shift to Delhi
1979Sahibabad factory Dabur Research
Foundation
1986 Public Limited Company
1992 Joint venture with Agrolimen of Spain
1993 Cancer treatment
1994 Public issues
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12
1995 Joint Ventures
1996 3 separate divisions
1997 Foods Division Project STARS
1998 Professionals to manage the Company
2000 Turnover of Rs1000 crores
2003 Dabur demerges Pharma Business
2005 Dabur aquires Balsara
2005Dabur announces Bonus after 12
years
2006Dabur crosses $2 Bin market Cap
adopts US GAAP
2006 Approves FCCBGDRADR up to $200
million
2007 Celebrating 10 years of Real
2007 Foray into organised retail
2007 Dabur Foods Merged With Dabur
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13
India
2008 Acquires Fem Care Pharma
2009Dabur Red Toothpaste joins Billion Rupee Brand club
2010Dabur makes its first overseas acquisition
2011 Dabur enters professional skin care market
2011Dabur India acquires 30-Plus from Ajanta Pharma
2012 Dabur crosses Billion-Dollar Turnover Mark
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14
Founding Thoughts
What is that li fe worth which cannot bri ng comfor t to others
The doorstep Daktar The story of Dabur began with a small
but visionary endeavour by Dr S K Burman a physician
tucked away in Bengal His mission was to provide effective
and affordable cure for ordinary people in far-flung villages
With missionary zeal and fervour Dr Burman undertook the
task of preparing natural cures for the killer diseases of those
days like cholera malaria and plague
Soon the news of his medicines traveled and he came
to be known as the trusted Daktar or Doctor who came
up with effective cures And that is how his venture Dabur got its name - derived
from the Devanagri rendition of Daktar Burman Dr Burman set up Dabur in 1884
to produce and dispense Ayurvedic medicines Reaching out to a wide mass of
people who had no access to proper treatment Dr S K Burmans commitment and
ceaseless efforts resulted in the company growing from a fledgling medicine
manufacturer in a small Calcutta house to a household name that at once evokes
trust and reliability
The mission continues
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15
PASSION FOR WINNING
We all are leaders in our area of responsibility with a deep
commitment to deliver results We are determined to be the bestat doing what matters most
Milestones to success
Dabur India Ltd made its beginnings with a small pharmacy but
has continued to learn and grow to a commanding status in the
industry The Company has gone a long way in popularising and
making easily available a whole range of products based on the
traditional science of Ayurveda And it has set very high
standards in developing products and processes that meet
stringent quality norms As it grows even further Dabur will
continue to mark up on major milestones along the way setting
the road for others to follow
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16
1884 - Established by Dr S K Burman at Kolkata
1896 - First production unit established at Garhia
1919 - First RampD unit established
Early 1900s - Production of Ayurvedic medicines
Dabur identifies nature-based Ayurvedic medicines as its area of specialisation
It is the first Company to provide health care through scientifically tested
and automated production of formulations based on our traditional science
1930 - Automation and upgradation of Ayurvedic products
manufacturing initiated
1936 - Dabur (Dr S K Burman) Pvt Ltd Incorporated
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 ancient restorative Chyawanprash is launched in packaged
form and becomes the first branded Chyawanprash in India
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17
1957 - Computerisation of operations initiated
1970 - Entered Oral Care amp 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 is made 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 completes 100 years
1988 - Launches pharmaceutical medicines
1989 - Care with fun
The Ayurvedic digestive formulation is converted into a childrens fun product
with the launch of Hajmola Candy In an innovative move a curative product
is converted to a confectionary item for wider usage
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18
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 Intaxel (Paclitaxel) Dabur
Research Foundation develops an eco-friendly process to extract the drug from
its plant source
1996 - Enters foods business with the launch of Real Fruit Juice
1996 - Real 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 1000 crore mark
Dabur establishes its market leadership status by staging a turnover of
Rs1000 crores Across a span of over a 100 years Dabur has grown from a
small beginning based on traditional health care To a commanding position
amongst an august league of large corporate businesses
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19
2001 - Super specialty drugs
With the setting up of Dabur Oncologys sterile cytotoxic facility the
Company gains entry into 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
2002 - Dabur record sales of Rs 116319 crore on a net profit of Rs 644
crore
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 this 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 ISO 9002
certification
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20
Science for nature
Reinforcing its commitment to nature and its conservation Dabur Nepal a
subsidiary of Dabur India has set up fully automated greenhouses in Nepal
This scientific landmark helps to produce saplings of rare medicinal plants
that are under threat of extinction due to ecological degradation
2005 - Dabur acquires Balsara
As part of its inorganic growth strategy Dabur India acquires Balsaras
Hygiene and Home products businesses a leading provider of Oral Care and
Household Care products in the Indian market in a Rs 143-crore all-cash
deal
2005 - Dabur announces bonus after 12 years
Dabur India announced issue of 11 Bonus share to the shareholders of the
company ie one share for every one share held The Board also proposed an
increase in the authorized share capital of the company from existing Rs 50
crore to Rs 125 crore
2006 - Dabur crosses $2 bin market cap adopts US GAAP
Dabur India crosses the $2-billion mark in market capitalisation The
company also adopted US GAAP in line with its commitment to follow
global best practices and adopt highest standards of transparency and
governance
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2006 - Approves FCCBGDRADR up to $200 million
Moving forward on the inorganic growth path Dabur India decides to raise up
to $200 million from the international market through Bonds FCCBs GDRADR QIPs or any other securitiesThe capital raised will be used to fund
Daburs aggressive growth ambitions and acquisition plans in India and
abroad
2007 - Celebrating 10 years 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 HampB 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 amp Beauty format
2007 - Dabur Foods Merged With Dabur India
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
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22
Dabur has an illustrious Board of Directors who are committed to take the
company onto newer levels of human endeavour in the service of mankind The
Board comprises of
Chairman
Vice-
Chairman
Dr Anand
Burman
Mr Amit Burman
Whole Time Directors
Mr PD Narang Mr Sunil
Duggal
Mr Pradip Burman
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23
Non Whole Time Promoters Directors
Mr Mohit Burman
Independent Directors
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His Highness
Maharaja
=Mr P N
Vijay
Mr R C
Bhargava
Dr S Narayan
Sunil DuggalChief Executive Officer
Dabur India Limited
Sunil Duggal took over as the Chief Executive Officer
of Dabur India Limited in June 2002 holding reins of the
organisation he joined in 1995
Mr Duggal started his career as a management trainee in
Wimco Limited in 1981 after getting his Engineering
Degree (Electrical amp Electronics) from BITS Pilani and
Business Management from IIM Calcutta His stint atWimco continued till 1994 with a break in between
when he joined Bennett
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Spanning a career of over 20 years Sunil Duggal has travelled widely across Indiaand handled diverse portfolios that have helped him understand the dynamics of
FMCG businesses and market trends He is well versed in the intricacies of Indias
regional diversities and consumer needs
Mr Duggal lives in Delhi with his wife and one child Whenever he gets a break
from his official responsibilities Mr Duggal likes to spend time at home with his
family and an occasional round of golf
Coleman amp Co Ltd for a short period In 1994 he moved to Pepsi Foods as GM
Sales Operation
In 1995 he came into the Dabur family as General Manager (Sales amp Marketing)
of the Family Products Division with products like Dabur Amla Lal Dant Manjan
and Vatika in his portfolio This Division spearheaded the spectacular growth
recorded by Dabur in this period Vatika was also launched during this period and
is now the Companys second biggest brand
With his dynamic spirit and leadership abilities he soon became Vice-President
and SBU-Head of the Family Products Division In July 2000 Mr Duggal was
appointed Director Sales and Marketing of Dabur India Limited And in 2002 he
became the CEO of the Company - a professional with valuable experience to
steer the company ahead in its growth plans
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27
Good corporate governance and transparency in actions of the management is key
to a strong bond of trust with the Companyrsquos stakeholders Dabur understands the
importance of good governance and has constantly avoided an arbitrary decision-
making process Our initiatives towards this end include
Professionalisation of the board
Lean and active Board(reduced from 16 to 10 members)
Less number of promoters on the Board
More professionals and independent Directors for better management
Governed through Board committees for Audit Remuneration Shareholder
Grievances Compensation and Nominations
Meets all Corporate Governance Code requirements of SEBI
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28
When our Founder Dr S K Burman first established Dabur he had a vision that
saw beyond the profit motive In his words What is that life worth which cannot
bring comfort to others This ideal of a humane and equitable society led to
initiatives taken to give back some part of what Dabur has gained from the
community
Our major initiatives in the Social sector include
Establishment of the Sustainable Development Society or Sundesh in 1993
- a non-profit organisation to promote research and welfare activities in rural
areas
Promoting health and hygiene amongst the underpriviledged through the
Chunni Lal Medical Trust and
Organising the Plant for Life programme for schoolchildren - to create
environmental awareness amongst young minds
Our commitment to Environment
Ancient wisdom of conservation
From times immemorial Indian sages and men of wisdom have understood and
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29
appreciated the value of nature and its conservation Our ancestors recognised
that if we grabbed from nature beyond what was healthy it would lead to all
round degradation and even the extinction of humanity That is why nature was
sanctified and worshipped in the form of gods and goddesses
Dabur upholds the tradition
Today we at Dabur also value natures bounty Without the fruits of nature the
vision of Dabur would never have been fulfilled And that is the reason for our
unfailing commitment to ecological conservation and regeneration We would like
to follow the principles of our ancient texts which say
Dehi me dadami te - you give me and I give you
Back to Nature
Rare herbs and medicinal plants are our most valuable resource from which all
our products are derived Due to overexploitation of these resources and
unsustainable practices these plants and herbs are fast reaching the point of
extinction In view of this critical situation Dabur has initiated some significant
programmes for ecological regeneration and protection of endangered plantsecies
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Plants for Life
We have set up the Plants for Life project in the mountainous regions of the
Himalayas Under the project a high-tech greenhouse facility has been set up for
developing saplings of rare and endangered medicinal plants Fully computer-
controlled and monitored this greenhouse maintains the highly critical
environmental parameters required for their survival We are also developing
quality saplings of more than 20 herbs 8 of them endangered through micro
propagation
In addition satellite nurseries spread across mountain villages and
contract cultivation of medicinal herbs helps in maintaining the ecological
balance These measures have also helped provide local cultivators the scientific
knowledge for harvesting herbs and a steady source of income So that they are
not forced to exploit the environment to earn a livelihood
Living a Green Heritage
These are significant steps that can contribute to a better world for coming
generations To whom we would like to bequeath a world not bereft of nature
But full of flowering and fruit bearing trees animals birds and humans living in
good health and complete harmony
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31
Kashambi Corporate Office
Corporate Office
Kaushambi
Ghaziabad - 201010
Uttar Pradesh India
Tel
+91 (0120) 3982000 (30 Lines)
+91 (0120) 3001000 (30 Lines)
Registered Office
83 Asaf Ali Road
ew Delhi ndash 110 002
Tel +91 (011) 23253488
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DABUR WORLD WIDE
Daburs mission of popularizing a natural lifestyle transcends national boundaries Today
there is global awareness of alternative medicine nature-based and holistic lifestyles and
an interest in herbal products Dabur has been in the forefront of popularizing this
alternative way of life marketing its products in more than 50 countries all over the
world
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34
Our products World Wide
We have spread ourselves wide and deep to be in close touch with our overseas
consumers
Offices and representatives in Europe America and Africa
A special herbal health care and personal care range successfully selling in
markets of the Middle East Far East and several European countries
Inroads into European and American markets that have good potential due to
resurgence of the back-to-nature movement
Export of Active Pharmaceutical Ingredients (APIs) manufactured under strict
international quality benchmarks to Europe Latin America Africa and other Asian
countries
Export of food and textile grade natural gums extracted from traditional plant
sources
Partnerships and Production
Strategic partnerships with leading multinational food and health care
companies to introduce innovations in products and services
Manufacturing facilities spread across 3 overseas locations to optimise
production by utilising local resources and the most modern technology available
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35
OVERVIEW OF FMCG SECTOR IN INDIA
The Indian FMCG sector is
the fourth largest sector
in the economy with a
total market size in excess
of US$ 131 billion It has
a strong MNC presence
and is characterised by a
well-established
distribution network
intense competition
between the organised and
unorganised segments and
low operational cost Availability of key raw materials cheaper labour costs and
presence across the entire value chain gives India a competitive advantageThe FMCG market is set to treble from US$ 116 billion in 2003 to US$ 334
billion in 2015 Penetration level as well as per capita consumption in most
product categories like jams toothpaste skin care hair wash etc in India is low
indicating the untapped market potential Burgeoning Indian population
particularly the middle class and the rural segments presents an opportunity to
makers of branded products to convert consumers to branded products Growth is
also likely to come from consumer upgrading in the matured product categories
With 200 million people expected to shift to processed and packaged food by
2010 India needs around US$ 28 billion of investment in the food-processing
industry
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36
India is one of the largest emerging markets with a population of over one billion
India is one of the largest economies in the world in terms of purchasing power
and has a strong middle class base of 300 millionAround 70 per cent of the total
households in India (188 million) resides in the rural areas The total number of
rural households are expected to rise from 135 million in 2001-02 to 153 million
in 2009-10 This presents the largest potential market in the world The annual
size of the rural FMCG market was estimated at around US$ 105 billion in 2001-
02 With growing incomes at both the rural and the urban level the market
potential is expected to expand further
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TMarketing Mi
Product Place
Target
Market
Price Promotion
The firm attempts to generate a positive response in the target market by blending
these four marketing mix variables in an optimal manner
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38
A Summary Table of the Marketing Mix
The following table summarizes the marketing mix decisions including a list of
some of the aspects of each of the 4Ps
Summary of Marketing Mix Decisions
Product Price Place Promotion
Functionality
Appearance
Quality
Packaging
Brand
Warranty
ServiceSuppor
t
List price
Discounts
Allowances
Financing
Leasing
options
Channel members
Channel
motivation
Market coverage
Locations
Logistics
Service levels
Advertising
Personal
selling
Public
relations
Message
Media
Budget
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DABUR FOODS SELLING PROCESS
Dabur food process of selling starts from stockiest
CampFA dose not have any process to play in the process of selling of dabur
foods products They are just Clearing amp Forwarding Agents they store the
manufacturing products and then supply it to stockiest
Stockiest pay the money to dabur foods through demand draft
Stockiest further sells the products to retailers
Retailer finally sells the products to consumers
MARKETING HOW DABUR FOODS IS USING MIX
Product
Appearance Dabur tries to make its products appear very attractive
Quality Quality of the product is really unmatchable as it is tested number of
times and its products are processed using very advanced machinery and
technology
Packaging Dabur products packaging is done in such a way that its juices does
not get expired before 6 months inspite of perishable products
Brand Dabur itself is a very reputed and well known brand in the market and its
Real juice is also known all over India
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40
Warranty Dabur as such does not gives any warranty but if there is any problem
in its products before expiry then they replace the product
ServiceSupport Dabur foods provide full support to its stockiest retailers and
consumers what so ever the problem is
Price
List price Dabur decide its price according to its competitors and the price
structure is different for retailers and stockiest
Discounts There are different discounts for retailers stockiest and consumer from
time to time
Allowances Special allowances are gicen to stockiest sales man if he acives his
targets
Place
Channel members Channel members or business partners of dabur are its
stockiest retailers
Channel motivation Channel motivation for dabur is pull and push strategy
Market coverage Dabur Foods has a distribution network that covers 175 towns
and 75 thousand retail outlets making its product available to the consumers across
the country at ease
Locations Dabur foods try to cover or tries to place its products in each and every
shop and every location
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Promotion
Advertising Dabur products are advertised through television newspapers
magazine etc
Personal selling Dabur hardly do any personal selling except in tent shows and
road shows Same for less amp more for same
Media Media of promotion is TV Radio newspapers magazine
Budget Budget is Decided by finance team for different strategic business unit
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42
Critique of selling
In theory the purpose of selling is to help a customer realize his or her goals in an
economic fashion However in reality this is not always the case Customers can be influenced to purchase a product or service that initially was not of interest to
them Some salespeople are trained in the art of selling customers things they dont
need
Take for example the purchasing of a car a consumer may have a set of cars in
mind (called an evoked set) that she feels match her needs wants and budget She
may seek the advice of a salesperson given that a salesperson can help her realize
the right car given those criteria This can be a socially useful function salespeople
have specialized knowledge of products that can help consumers make an informed
decision However a salesperson may also talk a consumer into purchasing a more
expensive or perhaps larger car then she needs or can afford In this context the
salesperson may have usefully helped the customer re-evaluate her needs thereby
establishing a new set of appropriate choices among which included the newer orlarge car This again would be a helpful and useful service provided by the
salesperson However it is sometimes the case that customers purchase a product
or service that was not initially intended and remains an inappropriate purchase
after the fact On the other hand the consumer in this scenario can be held partially
responsible for the inappropriate purchase indeed A fool and his money are soon
parted (PT Barnum English proverbs)
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This dysfunctional behavior is encouraged by
Incentives of salespeople to increase their total number of sales especially where
retailers keep track of sales or offer commission-based salaries
Incentives from the manufactures of products or the companies of service
providers to salespeople to sell their products where other similar products
offered by competitors are offered
The incentive to sell a customer a product that is in need of being cleared
out despite the fact that a customer may be better to wait for the new
product
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Channel Of Distributions
Manufacturing Plant
Clearing and forwarding agent (different regions)
Stockist A Stockist B Stockist C
Retailers Retailers Retailers Retailers Retailers Retailers
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CONSUMERS
The above diagram it shows channel of distribution of dabur foods here first the products are manufactured and from Manufacturing plants the packed goods are
supplied to Clearing And Forwarding Agents(CampFA) and from here the goods are
then further supplied to number of Stockiest or Distributors from here goods
reaches to large number of Retailers and it is the duty of Stockiest to take orders
from retailers and then supply the goods to them this work is generally done by
stockiest salesman through ready stock or by taking orders first and then placing
the order From here the goods finally reaches to Customers Customer purchases
the product from retailers
This was the basic Channel of Distribution used by Dabur Foods now I will throw
light on each channel of distribution of Dabur Foods
Supply Chain Management
Supply chain management starts before physical distribution it involves procuring
the right inputs (raw materials components and capital equipment) converting
them into finished products and dispatching them to the final destinations The
supply chain perspective can help identify superior suppliers and distributors and
help them improve productivity which ultimately brings down the companyrsquos
costs
A broader view sees a company at the center of a value network that
includes its suppliers its immediate customers and their end customers The value
network includes valued relations with others such as university researchers
government approval agencies and so on
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MANUFACTURING PLANT
Dabur Foods has Number of products in its product line but its main area of
interest or the product on which they concentrate the most is Real Juice amp Coolers
Dabur has its manufacturing plant at Nepal and at Jaipur where juice is
manufactured and tested
PROCUREMENT amp TRANSPORT
Getting the raw material and packaging material requirement from the
production unit in charge
Constant updates on the procurement of materials and transport details
Production details and ingredient content information from the different personnel and coordinating this activity
PACKAGING
Approval and coordination of the supply of packaging material to the
production unit
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CLEARING AND FORWARDING AGENTA (CampFA)
From manufacturing plant the stock is transported or supplied to clearing
and forwarding agents
Clearing and Forwarding Agents is a third party and Dabur gives contract to
them so company has nothing to do in building the relationship with them
Here CampFA keep or stock the goods with them
They charge dabur for stocking the good and even dabur donrsquot mind doing
so as it is a measure of cost cutting as well as there is no need for gowdowns
and maintenance
For Ghazizbad Meerut Delhi NCR there is one CampFA whish is situated in
Mohan Nagar here all goods which dabur foods hare kept here
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STOCKIEST OR DISTRIBUTORS
Stockiest store the products in their godowns CampFA supplies the goods to
them as per their order
Stockiest has some sales men working under him they are known as
stockiest sales man Their work is to place the products in the market and
take order from retailers and then supply goods to them
Sales man either take ready stock with them or they first take orders and
then supply goods later on
There is a beat which is a schedule route of sales man means sales man has
to daily cover the route as mention in the beat
Merchandising making products visible pasting posters putting banners
and seeing that goods are properly placed in the retail outlets is also the duty
of stockiest sales man
Companiesrsquo sales officer keeps a check on the stockiest and monthly report
is also prepared which is further analyzed by ASM amp ZSM
In Noida Dabur has 1 stockist and in Ghaziabad 1
RETAILERS
Retailers are backbone of the company as they are the one who can take the
product on new heights or can bring it down to toes
Stockiest supplies goods to retailers and tries Persuading retailers to give the
brand special displays (using merchandising tools) to get affective brand
presence and arranging it in more noticeable manner
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Classification of outlets in different type of markets is different according to
their sales volume
TYPES OF RETAILS OUTLETS
Class Average Monthly Business
A Above 10000
B 5000-10000
C Upto 5000
Margin of retailers is always higher than stockiest
Retailers are the one who have direct contact with the customers
Dabur Foods has a distribution network that covers 175 towns and 75
thousand retail outlets making its product available to the consumers across
the country at ease
TYPES OF RETAIL MARKET
The retail market can be classified on the basis of magnitude of retail
SCATTERED MARKET
Lesser no of outlets and
Extensive outlets
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BLOCK MARKET
Large no of retail outlets in chunk
SUPER MARKET
Through their superior information logistical systems and buying power deliver
good service and immense volumes of products at attractive prices
CHAIN OUTLETS
Having more than one key outlet all across with a single control unit and central
purchasing strategy
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M PRODUCT LINE
Foods
Real
Real Activ
Hommade
Lemoneez
Capsico
Health Care
Baby Care
Dabur Lal Tail
Dabur Baby Olive Oil
Dabur Janma Ghunti
Health Supplements
Dabur Chyawanprash Dabur Glucose D
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Digestives
Hajmola Yumstick
Hajmola Mast Masala
Anardana
Hajmola
Hajmola Candy
Hajmola Candy Fun2
Pudin Hara (Liquid and Pearls)
Pudin Hara G
Dabur Hingoli
Natural Cures
Shilajit Gold
Nature Care Sat Isabgol
Shilajit
Ring Ring
Itch Care
Backaid
Shankha Pushpi Dabur Balm
Sarbyna Strong
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Personal Care
Hair Care Oil
Amla Hair Oil
Amla Lite Hair Oil
Vatika Hair Oil
Anmol Sarson Amla
Hair Care Shampoo
Anmol Silky Black Shampoo
Vatika Henna Conditioning Shampoo
Vatika AntiDandruff Shampoo
Anmol Natural Shine Shampoo
Oral Care
Dabur Red Gel
Dabur Red Toothpaste
Babool Toothpaste
Dabur Lal Dant Manjan
Dabur Binaca
Toothbrush
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Dabur Amongst Top Three Most
Respected FMCG Companies
Dabur Real Bags Gold In Readers
Digest Trusted Brand Awards
Dabur Figures In Top Great PlaceTo Work 2006 List
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Dabur has been ranked
amongst Indias Most
Innovative Companies by
a Business Today-Monitor
Group survey
Hajmola has been ranked
34th in Indiarsquos 100 Most
Valuable Brands list
Hajmola one of the
strongest brands in
Daburs portfolio
has been listed
among the Top 18
Iconic Brands in
India that have
stood the test oftime
Dabur Indiarsquos fruit juice
brand Reacuteal awarded the
Three Dabur brands --
Hajmola Dabur Amla and
Hajmola moves up
11 spots to take the
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57
Readerrsquos Digest Gold
Trusted Brand Award
2008 in the food amp
beverages category
Vatika -- have debuted in
the Economic Times
Brand Equitys Most
Trusted Brands 2008 list
Besides Dabur Foods has
climbed up to take the
40th spot
34th position
among Indias Top
100 Most Valuable
Brands of 2008
released by 4Ps and
ICMR
Dabur India Ltd has been ranked 28th in the list of Indias Top 50 Most
valuable (Company) Brands by Brand Finance
newu was voted the Most
Admired New Retail
Launch of the year at
Images Retail Awards
Dabur India CEO Mr
Sunil Duggal was named
Best Corporate Leader of
2008 at the BampE
Leadership and Excellence
Dabur India Ltd
was ranked the
Business Leader in
the FMCG -
Personal Care
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Awards Category at the
NDTV Profit
Business
Leadership Award
2008
Dabur India Ltd CEO Mr
Sunil Duggal has been
ranked among Indias
Most valueable CEOs by
Business World
Dabur India Ltd has been listed among the Super
100 of India Inc prepared by Business India
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Dedicated to the health and well being of every household
This is our company We accept personal responsibility and accountability to meet business needs
We all are leaders in our area of responsibility with a deep commitment to deliver results We are determined to be the best at doing what matters most
People are our most important asset We add value through result driven training and we encourage amp reward excellence
We have superior understanding of consumer needs and develop products to fulfill them better
We work together on the principle of mutual trust amp transparency in a boundary-less organisation We are intellectually honest in advocating proposals includingrecognizing risks
Continuous innovation in products amp processes is the basis of our success
We are committed to the achievement of business success with integrity We are honest with consumers with business partners and with each other
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INTRODUCTION OF DABUR CHYWANPRASH
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Dabur Chyawanprash the trusted name for your entire familys health
Dabur Chyawanprash has anti-oxidant properties amp strengthens your bodysinternal defense mechanism the immune system thereby protecting you fromeveryday infections cough cold amp stress etc
At a time when flu and viruses are everywhere your immunity system provides the best prevention from these deadly diseases Chyawanprash a time-tested age-
old formulation has a number of herbs like Amla known to be one of the bestantioxidants Giloy (Guduchi) known to have immuno modulatory properties andhas more than 40 other natural ingredients to boost immunity
Dabur Chyawanprash The Health Giver
Derived from 2500-year-old Ayurvedic formula
Totally chemical-free natural and safe Powerful combination of herbs and plant extracts in a
base of Amla fruit pulp Refined by Dabur to provide traditional goodness with best quality
Reinforces the immune system amp helps fight disease Trusted health provider of a majority of Indian households
Usage
Dabur Chyawanprash has a tangy sweet-sour taste and the consistency of jamIt can be taken directly or with milk and as bread spread In all cases itstherapeutic properties remain stable and active In winters have a glass ofwarm milk after having Chyawanprash In summers have a glass of cold milkafter having Chyawanprash
Dose
1-2 teaspoonful
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STP ANALYSIS OF DABUR CHYAWANPRASH
SEGMENTATION
Dabur Chyawanprash is the market leader in the Chyawanprash segment It
comes under the category of health supplements The segments that it considers
are growing kids competitive youth ever busy housewives and the aged
For the growing kids In todays competitive environment the children are under
high pressure to excel
For the competitive youth Modern life keeps the youth busy and demands them
to be active and efficient
For ever-busy housewives The homemaker needs to be fit in order to shoulder
all responsibilities
For the aged Old age weakens a person physically and mentally
After segmenting the population into these categories it aims to keep them fit
and healthy
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TARGETING
Traditionally chyawanprash was supposed to be a health supplement for the
aged and kids Dabur Chyawanprash (DCP) is now targeting adults housewives
youth and kids This it is trying to achieve through its promotion activities by
making Amitabh Bacchan and Vivek Oberoi do the endorsement act Amitabh
has been projected as a user of Chyawanprash attempting to establish the
relevance of DCP amongst the adults in todayrsquos demanding lifestyle Vivek who
represents an urban ambitious non-user with a mindset that Chyawanprash is not
for him meets his moment of truth when outperformed by a young
Chyawanprash user thus reaching out to kids His final conversion from a non-
user to a Chyawanprash user connects with the Youth These two ads compliment
each other and connect very well with the targeted consumers
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POSITIONING
Andar se strongrdquo Dabur chyawanprash has the tag line Andar se strongrdquo By
using a natural language instead of scientific language it is able to connect with
the consumers and is able to achieve a better positioning in the minds of the
Indian health conscious consumer A category like Chyawanprash for instance
needs to understand that in employing the category language it loses any chance
of expressing its own benefit distinctively
Holistic Health benefit of Ayurveda Dabur Chyawanprash helps in stimulating
immune system relieving stress improving stamina fighting aging through anti-
oxidant property improving lung function fighting respiratory infections amp
building resistance to disease The brand conveys this health conscious holistic
view of the product
Brand Trust Over 100 years of Daburrsquos experience in Ayurveda ensures selection
processing and quality control of right herbs along with scientific and clinical
studies ndash makes DCP a trustworthy offering for consumers Consumers view DCP
as a product by a trusted brand and therefore do not need to think twice beforemaking a purchasing decisio
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MARKETING MIX OF DABUR CHYAWANPRASH
Dabur Chyawanprash is the market leader in the chyawanprash segment and has
achieved this with its innovative product offering pricing strategy easy
availability and promotion campaigns In the marketing mix of Dabur we shall be
discussing the 4 Ps of marketing mix with respect to Dabur Chyawanprash The
mix shall be analyzed as followed
Product
Price
Place
Promotion
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Product Price Promotion Place
bull Product
Variety
bull Quality
bull Design
bull Features
bull Brand
Names
bull Services
bull List Price
bull Discount
bull Financing
Schemes
bull Credit Terms
bull Advertising amp
Promotion
bull Public Relations
bull Sponsorships
bull Internet
Marketing
bull Channels
bull Location
bull Inventory
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PRODUCT
Dabur Chyawanprash is the leader in the Chyawanprash category
and enjoys a market share of 61 per cent In 50s Dabur pioneered the
concept of branded Chyawanprash and since has invested heavily in
product development clinical studies and consumer awareness The
product is essentially a health supplement
Known as the ldquoelixir of liferdquo Chyawanprash has (clinically) proven benefits in
maintaining smooth body functioning The principal ingredient Amla (Indian
Gooseberry) acts as an anti-oxidant and immuno-stimulant Dabur Chyawanprash
helps in stimulating immune system relieving stress improving stamina fighting
aging through anti-oxidant property improving lung function fighting respiratory
infections amp building resistance to disease It is these properties that make Dabur
Chyawanprash a preferred choice for its users
Ingredients of Dabur Chyawanprash
Vishwast Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts
Special Vishwast fortified with additional health beneficial herbs like
Keshar Akarkara etc
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Packaging
n
The figure above shows the evolution of the packaging of Dabur Chyawanprash
Dabur continuously innovates the package and branding of its chayawanprash It
launched Dabur Chyawanprash first in 1949 in a tin pack and it was the first
branded Chyawanprash in India Later Dabur came out with its new packet of
Chyawanprash with Amitabh Bachchan as their brand ambassador It also
received ldquoBrand Relaunch of the Year ldquoaward from IMA
Available in
Dabur Chyawanprash is available in three sizes to cater to the needs of different
types of people
1 One kilogram pack
2 500 gram pack
3 250 gram pack
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PRICE
The pricing of Dabur chyawanprash is very competitive Dabur chyawanprash uses
second degree price discrimination ie more the quantity lower the price
1kg Rs19500
500gms Rs11000
250gms Rs 6200
PRICEQUALITY MATRIX
Pricerarr
Quality
darr
High Middle Low
High
Luxury
Segment
Ideal For
Penetration
DABUR
CHYAWANPRASH
Premiere
Offering
Middle
Overpriced Average Real
Bargain
Low
Make The Sale
and Run
Unhappy
Customers
Cheap
Goods
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PLACE
Dabur has a very wide distribution of its products through 16 million retail outlets
and 50 C amp F agents all over India who distribute products to the retailers Adistribution of C amp F agents and manufacturing locations is given below
Daburrsquos distribution network extends beyond India in the following countries as
well
Distribution Network
Central North amp South America
Australia
Asia
Middle East
North amp South Africa
East amp West Europe
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PROMOTION
The main form of promotional activities of Dabur chyawanprash are concentrated
towards advertising and it has neglible sales promotional activities
Advertising
Nothing can happen without establishing the brandrsquos heritage emphasizing
technological prowess explaining benefits and building bonds with prospective
buyers Ads are necessary because the images are still mouldable and fluid and
the consumerrsquos sophistication level is low Dabur chyawanprash is advertised on
print media as well as on television
The company has launched two ads one each with Amitabh and Vivek in
national electronic media followed by a series of print media campaign directed
towards creating awareness to educate people about the holistic benefits of
ChyawanprashThe ads have been created by McCann Ericsson and the company
would be spending close to Rs 10 crore in promotional campaign this year The
ads would also be translated in Bengali These advertisements are supposed to
target the old and the younger generation respectively
Thecompany has launched a new ad with MS Dhoni who is leader of Indian
cricket team
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SWOT ANALYSIS OF DABUR
STRENGTHS
Strong presence in well defined
niches( like value added Hair Oil and
Ayurveda specialities)
Core knowledge of Ayurveda as
competitive advantage
Strong Brand Image
Product Development Strength
Strong Distribution Network
Extensive Supply Chain
IT Initiatives
R amp D ndash a key strength
WEAKNESS
Seasonal Demand( like
chyawanprash in winter and Vatika not
in winter)
Low Penetration(Chyawanprash)
High price(Vatika)
Limited differentiation (Vatika)
Unbranded players account for
the 23rd of the total market(Vatika)
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OPPORTUNITIES
Untapped
Market(Chyawanprash)
Market Development
Export opportunities
Innovation
Increasing income level of the
middle class Creating additional consumption
pattern
THREATS
Existing Competition( like
Himani baidyanath and Zandu for
Dabur Chyawanprash and MaricoKeo
Karpin HLL and Bajaj for Vatika Hair Oil)
New Entrants
Threat from substitutes (like
Bryllcream for Vatika hair oil)
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OBJECTIVE OF THE STUDY
The major objective of the survey is to collect the data from outlets in the
specified areas where cold drinks are to be sold
To make an assessment of availability of several brands of dabur in
different packs and size in the specified areas
To make an assessment of market presence program of the dabur
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Research Methodology
Data collection
Sample unit
1) working people (including men amp women) amp housewife
2) college students
3) school students
4) senior citizens
5) Retailer
Sample size
1 working people amp housewife 30
2 college students 25
3 school students 20
4 senior citizens 15
5 Retailer 10
Sampling techniques
Judgmental sampling techniques used
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Sampling region
Sampling region will be DELHI in rural area
Data collection method
1 Primary data It will be collected with the help of a self administered
questionnaire
2 Secondary data it will be collected with the help of books research
papers magazines news papers journals internet etc
3
Research instruments
Questionnaire design
As the questionnaire is self administrated one the survey will be simple and user
friendly Words used in questionnaire will be readily understandable to all
respondent Also technical jargons will be avoided to ensure that there is no
confusion for respondents
Data Analysis - Data analysis will be done with the help of MS Excel and SPSS
Software
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DATA ANALYSIS
DABUR CHYAWANPRASH
1 AWARNESS LEVEL
I
NTERPRETATION-
According to serveyAll person are know the dabur100 person of dabur65
person kmow the Baidyanathamp Dabur 40 people of HimaniBaidyanath and
Dabur 60 person of ZanduHimaniBaidyanath and Dabur
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2 PREFERRED BRAND
INTERPRETATION-
According to servey60 person are preferred dabur product 15 person are
preferred Baidynath product 15 person are preferred Himani product 10 person
are preferred Zandu
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3SATISFACTION LEVEL
INTERPRETATION-
According to servey100 satisfaction level of dabur product 80 satisfaction level
of Baidynath product 80 satisfaction level of Himani product
60 satisfaction level of Zandu product
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4 REASONS FOR SELECTING A PARTICULAR BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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5HOW DID YOU COME TO KNOW ABOUT THIS BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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6 PREFERRED PACK SIZE
INTERPRETATION-
According to servey50 person are preferred 500gm product 30 person are
preferred 1kg product 20 person are preferred 250gm product
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8 REASON TO SELECT PREFERRED PACK SIZE
INTERPRETATION-
According to servey20 person are select product of itrsquos availability pack size
40 person are select product of itrsquos price pack size 25 person are select
product of itrsquos family pack size 15 person are select product of itrsquos storage
pack size
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9 FREQUENCY OF
PURCHASE
INTERPRETATION-
According to servey30 People are purchase product after one month 55
People are purchase product after two months 15 People are purchase
product after six months
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COMPETITOR ANALYSIS
The key competitorrsquos of Dabur in the Chyawanprash segment are Baidyanath
Zandu and Himani which together with Dabur have about 85 of Indias domestic
market
Dabur is Indias largest Ayurvedic medicine supplier and the fourth largest
producer of FMCG It was established in 1884 and had grown to a business level
in 2003 of about 650 million dollars per year though only a fraction of that is
involved with Ayurvedic medicine Dabur Chyawanprash (herbal honey) has a
market share of 61We have tried to analyse the competition for Dabur in the
Chyawanprash segment as follows
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The Himani Group
It founded in 1974 provides a diverse range of products doing 110 million dollars
of business annually though only a portion is involved with Ayurvedic products
through its Himani line the company is mainly involved with toiletries and
cosmetics but also provides Chyawanprash and other health productsIts market
share is 12
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CONCLUSIONS
The Chyawanprash Industry is yet to capture the beverage market in full swing Packed Chyawanprash
followed by Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts the market The consumerrsquos patriotic love for tea and coffee is unfared
Chyawanprash are yet to establish their supplement use in the average household here in lies the great
opportunities Within the market it is safe to conclude that dabur has hit off ratherwell with the
masses
dabur has clearly lost it head start advantage and thereby acquiring just 35 of the market share while
others enjoys rest of the market share This could be well attributed to dabor successful ATA
(Availability Taste and Affordability) marketing module the attributes most rated by the consumersLack of publicity has hampered the growth progress of the brand so aggressive advertising is needed to
promote Chyawanprash and vatika hair oil brand
The brands such as that of Chyawanprash by vednath Chyawanprash with its lsquosonacahndi lsquoMinute-
madersquo and also US food giantssDel Monte are ready to hit the Chyawanprash market very soon
As the strategies of the companies keeps on changing be it in Chyawanprash industry a company has
to create perceptions and cover them into realities It is an expensive proposition requiring huge
expenditure on advertising sponsorships and media Thus the ideal company will be the one which
combines the high end technology with consumer insight
As 16 of the excise duty is exempted on food products in this budget Many food companies including
Dabur got benefited from it On the analysis of survey it was found that target Market of Chyawanprash
want quality benefit rather then Price benefit so it is better to stress on quality rather than on
decreasing price to increase sales and profit
To increase market share Dabur should give slight price benefit on Dabur brand so that customers of
other Juice brand should switch from other brand to Dabur brand
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Findings
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey100 satisfaction level of dabur product 80 satisfaction level of
Baidynath product 80 satisfaction level of Himani product 60 satisfaction level of
Zandu product
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis According to servey50 person are preferred 500gm
product 30 person are preferred 1kg product 20 person are preferred 250gm
product
According to servey20 person are select product of itrsquos availability pack size 40
person are select product of itrsquos price pack size 25 person are select product of itrsquos
family pack size 15 person are select product of itrsquos storage pack size
According to servey30 People are purchase product after one month 55 People are
purchase product after two months 15 People are purchase product after six months
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90
LIMITATIONS
No study is free from limitations The limitations of this study can be
Sample size taken is small and may not be sufficient to predict theresults with 100 accuracy
The result is based on primary and secondary data that has itrsquos own limitations
The study only covers the area of Delhi that may not beapplicable to other areas
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91
RECOMMENDATIONS
Focus on growing core brands across categories
Reaching out to new geographies within Hapur area
Improve operational efficiencies by leveraging technology
Be the preferred company to meet the health and personal grooming needs of
our target consumers with safe efficacious natural solutions by synthesizing the
deep knowledge of ayurveda and herbs with modern science
Provide consumers with innovative products within easy reach
Vatika hair care centre On the lines of Maricorsquos Kaya Skin Clinic Dabur
could start a venture called Vatika hair care centre which would provide total hair
care solutions It could have hair care experts to solve hair problemsServices could
include dandruff treatment straightening of hair treatment for split endsetc
Position Dabur Chyawanprash as not more of a medicine but as something
which is necessary for health
More initiatives like ldquo Dabur ki Deewarrdquo to increase brand visibility It is an
initiative to occupy shelf space
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92
BIBLIOGRAPHY
Books
Marketing Management Twelfth Edition ndash Philip Kotler amp Kevin Lane Keller
Websites
wwwgooglecom
wwwdaburcom
wwwtutor2unet
wwwbrandchannelcom
The time of india
Forbs magazing
Hinustan time
8132019 Making by Th Harsh Pandit
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YES NO
7Which pack size do you prefer
YES NO
8On what parameters do you choose this pack size
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9 how do u increase the company position
YES NO
10 how you increase your company position in market agains other company
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5
ACKNOWLEDGEMENT
In this project I have made an honest and dedicated attempt to make the research
material as authentic as it could And I earnestly hope that it provides useful and
workable information and knowledge to any person reading it
During this small time frame of two months in which the project reached its completion
there were a few people whom I would like to make a mention of and without whose
help the project would have never seen the light of the day
I also thank to my internal guide Dr Dinesh Sharma for his timely response via e-mail
which immensely helped in giving the project the initial direction it needed
I would like to thank my external guide Mr S K Dabar (Branch Manager) who gave me
a free hand as far as going about the project work was concerned
I dedicate this project to the Dealerrsquos of Aligarh district who were extremely kind and
who at times went out of the way to help me Without their co-operation it would have
perhaps not been possible to research a few places which I did within the stipulated
time frame Madhuvi Upadhyay
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6
PREFACE
Management training has gained rapid importance only recently Management
was previously considered as an inborn art or talent But in todayrsquos fast
developing word this view has been abandoned
To develop managerial capabilities and to supplement their theoretical
knowledge with practical experience the management students are required to
go training in business organization
This study would not only help me as a management student to gain a deep
insight of how an organization works but also practical usage of all management
techniques that I have learnt during the course of my study This project would
also help me analyze the difference between the organizational realities and the
theories that have been taught in my academic session and also gave me a real
experience of the corporate world let me better understand how it function It
also taught me how to take every experience in the right and learn from each
one Finally the analysis feasible to be put to test in real life situations I shall
consider all my hard work worthwhile if this endeavor of mine is able to satisfy all
those concerned and proves useful to anyone or for any further study in the
future
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7
CERTIFICATE
DECLARATION
ACKNOWLEDGEMENT
PREFACE
TABLE OF CONTENTS
1 EXECUTIVE SUMMARY
2 INTRODUCTION OF DABUR COMPANY
3 OVERVIEW OF FMCG SECTOR IN INDIA
4 THE MARKETING MIX ANDSELLING PROCESS
5 PRODUCT LINE
6 COMPETITOR ANALYSIS
7 SWOT ANALYSIS OF DABUR
8 OBJECTIVE OF THE STUDY
9 RESEARCH METHODOLOGY
10 DATA ANALYSIS
11 CONCLUSIONS
12 FINDINGS
13 LIMITATION
14 RECOMMENDATIONS
15 BIBLIOGRAPHY
16 QUESTIONNAIRE
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8
EXECUTIVE SUMMARY
This report aims at analyzing and reporting on the marketing strategies of Dabur
India Ltd (DIL) for the brands Dabur Chyawanprash Pioneering role that it has
played in the evolution of the categories it has had a presence in Dabur
Chyawanprash is the leader in the Chyawanprash category and enjoys a market
share of 61 per cent In 50s Dabur pioneered the concept of branded
Chyawanprash and since has invested heavily in product development clinical
studies and consumer awareness The product is essentially a health supplement
This report is not aiming at the overall marketing mix or the marketing strategy of
Dabur India Ltd but is an attempt to analyse the marketing mix of Dabur
Chyawanprash
The report also enlists various recommendations based on BCG Growth Share
Matrix analysis Ansoffrsquos Product Matrix Expansion Grid SWOT Analysis etc This
analysis has been done on the basis of the information gathered from the
company website and other online resources and books and articles
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9
COMPANY OVERVIEW
Over its 120 years of existence the Dabur brand has stood for goodness through a
natural lifestyle An umbrella name for a variety of products ranging from hair
care to honey Dabur has consistently ranked among Indiarsquos top brands Its brands
are built on the foundation of trust that a Dabur offering will never cause one
harm
The trust levels that this brand enjoys are phenomenally high While Ries and
Trout may ask ldquoWhat does Dabur stand formdashshampoo or digestive tabletsrdquo The
answer is fairly simple it stands for Indiarsquos fourth largest fast moving consumer
goods company that both consumers and trade respect and trust unequivocally
and which has an annual turnover of over Rs 15 billion
The company has kept an eye on new generations of customers with a range of
products that cater to a modern lifestyle while managing not to alienate earlier
generations of loyal customers
Dabur is an investor friendly brand as its financial performance shows There is an
abundance of information for its investors and prospective information including
a daily update on the share price (something that very few Indian brands do)
Therersquos a great sense of responsibility for investorsrsquo funds on view This is a direct
extension of Daburrsquos philosophy of taking care of its constituents and it adds to
the sense of trust for the brand overall
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10
Dabur India Limited has marked its presence with some very significant
achievements and today commands a market leadership status Our story of
success is based on dedication to nature corporate and process hygiene dynamic
leadership and commitment to our partners and stakeholders The results of our
policies and initiatives speak for themselves
Leading consumer goods company in India with a turnover of Rs223372
Crore (FY07)
2 major strategic business units (SBU) - Consumer Care Division (CCD)
and Consumer Health Division (CHD)
3 Subsidiary Group companies - Dabur Foods Dabur Nepal and Dabur
International and 3 step down subsidiaries of Dabur International - Asian
Consumer Care in Bangladesh African Consumer Care in Nigeria and Dabur
Egypt
13 ultra-modern manufacturing units spread around the globe
Products marketed in over 50 countries
Wide and deep market penetration with 47 CampF agents more than 5000
distributors and over 15 million retail outlets all over India
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11
1884 Birth of Dabur
1896 Setting up a manufacturing plant
Early
1900sAyurvedic medicines
1919Establishment of research
laboratories
1920 Expands further
1936 Dabur India (Dr SK Burman) Pvt Ltd
1972 Shift to Delhi
1979Sahibabad factory Dabur Research
Foundation
1986 Public Limited Company
1992 Joint venture with Agrolimen of Spain
1993 Cancer treatment
1994 Public issues
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12
1995 Joint Ventures
1996 3 separate divisions
1997 Foods Division Project STARS
1998 Professionals to manage the Company
2000 Turnover of Rs1000 crores
2003 Dabur demerges Pharma Business
2005 Dabur aquires Balsara
2005Dabur announces Bonus after 12
years
2006Dabur crosses $2 Bin market Cap
adopts US GAAP
2006 Approves FCCBGDRADR up to $200
million
2007 Celebrating 10 years of Real
2007 Foray into organised retail
2007 Dabur Foods Merged With Dabur
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13
India
2008 Acquires Fem Care Pharma
2009Dabur Red Toothpaste joins Billion Rupee Brand club
2010Dabur makes its first overseas acquisition
2011 Dabur enters professional skin care market
2011Dabur India acquires 30-Plus from Ajanta Pharma
2012 Dabur crosses Billion-Dollar Turnover Mark
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14
Founding Thoughts
What is that li fe worth which cannot bri ng comfor t to others
The doorstep Daktar The story of Dabur began with a small
but visionary endeavour by Dr S K Burman a physician
tucked away in Bengal His mission was to provide effective
and affordable cure for ordinary people in far-flung villages
With missionary zeal and fervour Dr Burman undertook the
task of preparing natural cures for the killer diseases of those
days like cholera malaria and plague
Soon the news of his medicines traveled and he came
to be known as the trusted Daktar or Doctor who came
up with effective cures And that is how his venture Dabur got its name - derived
from the Devanagri rendition of Daktar Burman Dr Burman set up Dabur in 1884
to produce and dispense Ayurvedic medicines Reaching out to a wide mass of
people who had no access to proper treatment Dr S K Burmans commitment and
ceaseless efforts resulted in the company growing from a fledgling medicine
manufacturer in a small Calcutta house to a household name that at once evokes
trust and reliability
The mission continues
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15
PASSION FOR WINNING
We all are leaders in our area of responsibility with a deep
commitment to deliver results We are determined to be the bestat doing what matters most
Milestones to success
Dabur India Ltd made its beginnings with a small pharmacy but
has continued to learn and grow to a commanding status in the
industry The Company has gone a long way in popularising and
making easily available a whole range of products based on the
traditional science of Ayurveda And it has set very high
standards in developing products and processes that meet
stringent quality norms As it grows even further Dabur will
continue to mark up on major milestones along the way setting
the road for others to follow
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16
1884 - Established by Dr S K Burman at Kolkata
1896 - First production unit established at Garhia
1919 - First RampD unit established
Early 1900s - Production of Ayurvedic medicines
Dabur identifies nature-based Ayurvedic medicines as its area of specialisation
It is the first Company to provide health care through scientifically tested
and automated production of formulations based on our traditional science
1930 - Automation and upgradation of Ayurvedic products
manufacturing initiated
1936 - Dabur (Dr S K Burman) Pvt Ltd Incorporated
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 ancient restorative Chyawanprash is launched in packaged
form and becomes the first branded Chyawanprash in India
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17
1957 - Computerisation of operations initiated
1970 - Entered Oral Care amp 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 is made 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 completes 100 years
1988 - Launches pharmaceutical medicines
1989 - Care with fun
The Ayurvedic digestive formulation is converted into a childrens fun product
with the launch of Hajmola Candy In an innovative move a curative product
is converted to a confectionary item for wider usage
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18
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 Intaxel (Paclitaxel) Dabur
Research Foundation develops an eco-friendly process to extract the drug from
its plant source
1996 - Enters foods business with the launch of Real Fruit Juice
1996 - Real 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 1000 crore mark
Dabur establishes its market leadership status by staging a turnover of
Rs1000 crores Across a span of over a 100 years Dabur has grown from a
small beginning based on traditional health care To a commanding position
amongst an august league of large corporate businesses
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19
2001 - Super specialty drugs
With the setting up of Dabur Oncologys sterile cytotoxic facility the
Company gains entry into 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
2002 - Dabur record sales of Rs 116319 crore on a net profit of Rs 644
crore
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 this 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 ISO 9002
certification
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20
Science for nature
Reinforcing its commitment to nature and its conservation Dabur Nepal a
subsidiary of Dabur India has set up fully automated greenhouses in Nepal
This scientific landmark helps to produce saplings of rare medicinal plants
that are under threat of extinction due to ecological degradation
2005 - Dabur acquires Balsara
As part of its inorganic growth strategy Dabur India acquires Balsaras
Hygiene and Home products businesses a leading provider of Oral Care and
Household Care products in the Indian market in a Rs 143-crore all-cash
deal
2005 - Dabur announces bonus after 12 years
Dabur India announced issue of 11 Bonus share to the shareholders of the
company ie one share for every one share held The Board also proposed an
increase in the authorized share capital of the company from existing Rs 50
crore to Rs 125 crore
2006 - Dabur crosses $2 bin market cap adopts US GAAP
Dabur India crosses the $2-billion mark in market capitalisation The
company also adopted US GAAP in line with its commitment to follow
global best practices and adopt highest standards of transparency and
governance
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21
2006 - Approves FCCBGDRADR up to $200 million
Moving forward on the inorganic growth path Dabur India decides to raise up
to $200 million from the international market through Bonds FCCBs GDRADR QIPs or any other securitiesThe capital raised will be used to fund
Daburs aggressive growth ambitions and acquisition plans in India and
abroad
2007 - Celebrating 10 years 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 HampB 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 amp Beauty format
2007 - Dabur Foods Merged With Dabur India
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
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22
Dabur has an illustrious Board of Directors who are committed to take the
company onto newer levels of human endeavour in the service of mankind The
Board comprises of
Chairman
Vice-
Chairman
Dr Anand
Burman
Mr Amit Burman
Whole Time Directors
Mr PD Narang Mr Sunil
Duggal
Mr Pradip Burman
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23
Non Whole Time Promoters Directors
Mr Mohit Burman
Independent Directors
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24
His Highness
Maharaja
=Mr P N
Vijay
Mr R C
Bhargava
Dr S Narayan
Sunil DuggalChief Executive Officer
Dabur India Limited
Sunil Duggal took over as the Chief Executive Officer
of Dabur India Limited in June 2002 holding reins of the
organisation he joined in 1995
Mr Duggal started his career as a management trainee in
Wimco Limited in 1981 after getting his Engineering
Degree (Electrical amp Electronics) from BITS Pilani and
Business Management from IIM Calcutta His stint atWimco continued till 1994 with a break in between
when he joined Bennett
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25
Spanning a career of over 20 years Sunil Duggal has travelled widely across Indiaand handled diverse portfolios that have helped him understand the dynamics of
FMCG businesses and market trends He is well versed in the intricacies of Indias
regional diversities and consumer needs
Mr Duggal lives in Delhi with his wife and one child Whenever he gets a break
from his official responsibilities Mr Duggal likes to spend time at home with his
family and an occasional round of golf
Coleman amp Co Ltd for a short period In 1994 he moved to Pepsi Foods as GM
Sales Operation
In 1995 he came into the Dabur family as General Manager (Sales amp Marketing)
of the Family Products Division with products like Dabur Amla Lal Dant Manjan
and Vatika in his portfolio This Division spearheaded the spectacular growth
recorded by Dabur in this period Vatika was also launched during this period and
is now the Companys second biggest brand
With his dynamic spirit and leadership abilities he soon became Vice-President
and SBU-Head of the Family Products Division In July 2000 Mr Duggal was
appointed Director Sales and Marketing of Dabur India Limited And in 2002 he
became the CEO of the Company - a professional with valuable experience to
steer the company ahead in its growth plans
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26
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27
Good corporate governance and transparency in actions of the management is key
to a strong bond of trust with the Companyrsquos stakeholders Dabur understands the
importance of good governance and has constantly avoided an arbitrary decision-
making process Our initiatives towards this end include
Professionalisation of the board
Lean and active Board(reduced from 16 to 10 members)
Less number of promoters on the Board
More professionals and independent Directors for better management
Governed through Board committees for Audit Remuneration Shareholder
Grievances Compensation and Nominations
Meets all Corporate Governance Code requirements of SEBI
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28
When our Founder Dr S K Burman first established Dabur he had a vision that
saw beyond the profit motive In his words What is that life worth which cannot
bring comfort to others This ideal of a humane and equitable society led to
initiatives taken to give back some part of what Dabur has gained from the
community
Our major initiatives in the Social sector include
Establishment of the Sustainable Development Society or Sundesh in 1993
- a non-profit organisation to promote research and welfare activities in rural
areas
Promoting health and hygiene amongst the underpriviledged through the
Chunni Lal Medical Trust and
Organising the Plant for Life programme for schoolchildren - to create
environmental awareness amongst young minds
Our commitment to Environment
Ancient wisdom of conservation
From times immemorial Indian sages and men of wisdom have understood and
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29
appreciated the value of nature and its conservation Our ancestors recognised
that if we grabbed from nature beyond what was healthy it would lead to all
round degradation and even the extinction of humanity That is why nature was
sanctified and worshipped in the form of gods and goddesses
Dabur upholds the tradition
Today we at Dabur also value natures bounty Without the fruits of nature the
vision of Dabur would never have been fulfilled And that is the reason for our
unfailing commitment to ecological conservation and regeneration We would like
to follow the principles of our ancient texts which say
Dehi me dadami te - you give me and I give you
Back to Nature
Rare herbs and medicinal plants are our most valuable resource from which all
our products are derived Due to overexploitation of these resources and
unsustainable practices these plants and herbs are fast reaching the point of
extinction In view of this critical situation Dabur has initiated some significant
programmes for ecological regeneration and protection of endangered plantsecies
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30
Plants for Life
We have set up the Plants for Life project in the mountainous regions of the
Himalayas Under the project a high-tech greenhouse facility has been set up for
developing saplings of rare and endangered medicinal plants Fully computer-
controlled and monitored this greenhouse maintains the highly critical
environmental parameters required for their survival We are also developing
quality saplings of more than 20 herbs 8 of them endangered through micro
propagation
In addition satellite nurseries spread across mountain villages and
contract cultivation of medicinal herbs helps in maintaining the ecological
balance These measures have also helped provide local cultivators the scientific
knowledge for harvesting herbs and a steady source of income So that they are
not forced to exploit the environment to earn a livelihood
Living a Green Heritage
These are significant steps that can contribute to a better world for coming
generations To whom we would like to bequeath a world not bereft of nature
But full of flowering and fruit bearing trees animals birds and humans living in
good health and complete harmony
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31
Kashambi Corporate Office
Corporate Office
Kaushambi
Ghaziabad - 201010
Uttar Pradesh India
Tel
+91 (0120) 3982000 (30 Lines)
+91 (0120) 3001000 (30 Lines)
Registered Office
83 Asaf Ali Road
ew Delhi ndash 110 002
Tel +91 (011) 23253488
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DABUR WORLD WIDE
Daburs mission of popularizing a natural lifestyle transcends national boundaries Today
there is global awareness of alternative medicine nature-based and holistic lifestyles and
an interest in herbal products Dabur has been in the forefront of popularizing this
alternative way of life marketing its products in more than 50 countries all over the
world
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34
Our products World Wide
We have spread ourselves wide and deep to be in close touch with our overseas
consumers
Offices and representatives in Europe America and Africa
A special herbal health care and personal care range successfully selling in
markets of the Middle East Far East and several European countries
Inroads into European and American markets that have good potential due to
resurgence of the back-to-nature movement
Export of Active Pharmaceutical Ingredients (APIs) manufactured under strict
international quality benchmarks to Europe Latin America Africa and other Asian
countries
Export of food and textile grade natural gums extracted from traditional plant
sources
Partnerships and Production
Strategic partnerships with leading multinational food and health care
companies to introduce innovations in products and services
Manufacturing facilities spread across 3 overseas locations to optimise
production by utilising local resources and the most modern technology available
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35
OVERVIEW OF FMCG SECTOR IN INDIA
The Indian FMCG sector is
the fourth largest sector
in the economy with a
total market size in excess
of US$ 131 billion It has
a strong MNC presence
and is characterised by a
well-established
distribution network
intense competition
between the organised and
unorganised segments and
low operational cost Availability of key raw materials cheaper labour costs and
presence across the entire value chain gives India a competitive advantageThe FMCG market is set to treble from US$ 116 billion in 2003 to US$ 334
billion in 2015 Penetration level as well as per capita consumption in most
product categories like jams toothpaste skin care hair wash etc in India is low
indicating the untapped market potential Burgeoning Indian population
particularly the middle class and the rural segments presents an opportunity to
makers of branded products to convert consumers to branded products Growth is
also likely to come from consumer upgrading in the matured product categories
With 200 million people expected to shift to processed and packaged food by
2010 India needs around US$ 28 billion of investment in the food-processing
industry
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36
India is one of the largest emerging markets with a population of over one billion
India is one of the largest economies in the world in terms of purchasing power
and has a strong middle class base of 300 millionAround 70 per cent of the total
households in India (188 million) resides in the rural areas The total number of
rural households are expected to rise from 135 million in 2001-02 to 153 million
in 2009-10 This presents the largest potential market in the world The annual
size of the rural FMCG market was estimated at around US$ 105 billion in 2001-
02 With growing incomes at both the rural and the urban level the market
potential is expected to expand further
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37
TMarketing Mi
Product Place
Target
Market
Price Promotion
The firm attempts to generate a positive response in the target market by blending
these four marketing mix variables in an optimal manner
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38
A Summary Table of the Marketing Mix
The following table summarizes the marketing mix decisions including a list of
some of the aspects of each of the 4Ps
Summary of Marketing Mix Decisions
Product Price Place Promotion
Functionality
Appearance
Quality
Packaging
Brand
Warranty
ServiceSuppor
t
List price
Discounts
Allowances
Financing
Leasing
options
Channel members
Channel
motivation
Market coverage
Locations
Logistics
Service levels
Advertising
Personal
selling
Public
relations
Message
Media
Budget
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39
DABUR FOODS SELLING PROCESS
Dabur food process of selling starts from stockiest
CampFA dose not have any process to play in the process of selling of dabur
foods products They are just Clearing amp Forwarding Agents they store the
manufacturing products and then supply it to stockiest
Stockiest pay the money to dabur foods through demand draft
Stockiest further sells the products to retailers
Retailer finally sells the products to consumers
MARKETING HOW DABUR FOODS IS USING MIX
Product
Appearance Dabur tries to make its products appear very attractive
Quality Quality of the product is really unmatchable as it is tested number of
times and its products are processed using very advanced machinery and
technology
Packaging Dabur products packaging is done in such a way that its juices does
not get expired before 6 months inspite of perishable products
Brand Dabur itself is a very reputed and well known brand in the market and its
Real juice is also known all over India
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40
Warranty Dabur as such does not gives any warranty but if there is any problem
in its products before expiry then they replace the product
ServiceSupport Dabur foods provide full support to its stockiest retailers and
consumers what so ever the problem is
Price
List price Dabur decide its price according to its competitors and the price
structure is different for retailers and stockiest
Discounts There are different discounts for retailers stockiest and consumer from
time to time
Allowances Special allowances are gicen to stockiest sales man if he acives his
targets
Place
Channel members Channel members or business partners of dabur are its
stockiest retailers
Channel motivation Channel motivation for dabur is pull and push strategy
Market coverage Dabur Foods has a distribution network that covers 175 towns
and 75 thousand retail outlets making its product available to the consumers across
the country at ease
Locations Dabur foods try to cover or tries to place its products in each and every
shop and every location
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Promotion
Advertising Dabur products are advertised through television newspapers
magazine etc
Personal selling Dabur hardly do any personal selling except in tent shows and
road shows Same for less amp more for same
Media Media of promotion is TV Radio newspapers magazine
Budget Budget is Decided by finance team for different strategic business unit
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Critique of selling
In theory the purpose of selling is to help a customer realize his or her goals in an
economic fashion However in reality this is not always the case Customers can be influenced to purchase a product or service that initially was not of interest to
them Some salespeople are trained in the art of selling customers things they dont
need
Take for example the purchasing of a car a consumer may have a set of cars in
mind (called an evoked set) that she feels match her needs wants and budget She
may seek the advice of a salesperson given that a salesperson can help her realize
the right car given those criteria This can be a socially useful function salespeople
have specialized knowledge of products that can help consumers make an informed
decision However a salesperson may also talk a consumer into purchasing a more
expensive or perhaps larger car then she needs or can afford In this context the
salesperson may have usefully helped the customer re-evaluate her needs thereby
establishing a new set of appropriate choices among which included the newer orlarge car This again would be a helpful and useful service provided by the
salesperson However it is sometimes the case that customers purchase a product
or service that was not initially intended and remains an inappropriate purchase
after the fact On the other hand the consumer in this scenario can be held partially
responsible for the inappropriate purchase indeed A fool and his money are soon
parted (PT Barnum English proverbs)
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43
This dysfunctional behavior is encouraged by
Incentives of salespeople to increase their total number of sales especially where
retailers keep track of sales or offer commission-based salaries
Incentives from the manufactures of products or the companies of service
providers to salespeople to sell their products where other similar products
offered by competitors are offered
The incentive to sell a customer a product that is in need of being cleared
out despite the fact that a customer may be better to wait for the new
product
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Channel Of Distributions
Manufacturing Plant
Clearing and forwarding agent (different regions)
Stockist A Stockist B Stockist C
Retailers Retailers Retailers Retailers Retailers Retailers
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CONSUMERS
The above diagram it shows channel of distribution of dabur foods here first the products are manufactured and from Manufacturing plants the packed goods are
supplied to Clearing And Forwarding Agents(CampFA) and from here the goods are
then further supplied to number of Stockiest or Distributors from here goods
reaches to large number of Retailers and it is the duty of Stockiest to take orders
from retailers and then supply the goods to them this work is generally done by
stockiest salesman through ready stock or by taking orders first and then placing
the order From here the goods finally reaches to Customers Customer purchases
the product from retailers
This was the basic Channel of Distribution used by Dabur Foods now I will throw
light on each channel of distribution of Dabur Foods
Supply Chain Management
Supply chain management starts before physical distribution it involves procuring
the right inputs (raw materials components and capital equipment) converting
them into finished products and dispatching them to the final destinations The
supply chain perspective can help identify superior suppliers and distributors and
help them improve productivity which ultimately brings down the companyrsquos
costs
A broader view sees a company at the center of a value network that
includes its suppliers its immediate customers and their end customers The value
network includes valued relations with others such as university researchers
government approval agencies and so on
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MANUFACTURING PLANT
Dabur Foods has Number of products in its product line but its main area of
interest or the product on which they concentrate the most is Real Juice amp Coolers
Dabur has its manufacturing plant at Nepal and at Jaipur where juice is
manufactured and tested
PROCUREMENT amp TRANSPORT
Getting the raw material and packaging material requirement from the
production unit in charge
Constant updates on the procurement of materials and transport details
Production details and ingredient content information from the different personnel and coordinating this activity
PACKAGING
Approval and coordination of the supply of packaging material to the
production unit
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47
CLEARING AND FORWARDING AGENTA (CampFA)
From manufacturing plant the stock is transported or supplied to clearing
and forwarding agents
Clearing and Forwarding Agents is a third party and Dabur gives contract to
them so company has nothing to do in building the relationship with them
Here CampFA keep or stock the goods with them
They charge dabur for stocking the good and even dabur donrsquot mind doing
so as it is a measure of cost cutting as well as there is no need for gowdowns
and maintenance
For Ghazizbad Meerut Delhi NCR there is one CampFA whish is situated in
Mohan Nagar here all goods which dabur foods hare kept here
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STOCKIEST OR DISTRIBUTORS
Stockiest store the products in their godowns CampFA supplies the goods to
them as per their order
Stockiest has some sales men working under him they are known as
stockiest sales man Their work is to place the products in the market and
take order from retailers and then supply goods to them
Sales man either take ready stock with them or they first take orders and
then supply goods later on
There is a beat which is a schedule route of sales man means sales man has
to daily cover the route as mention in the beat
Merchandising making products visible pasting posters putting banners
and seeing that goods are properly placed in the retail outlets is also the duty
of stockiest sales man
Companiesrsquo sales officer keeps a check on the stockiest and monthly report
is also prepared which is further analyzed by ASM amp ZSM
In Noida Dabur has 1 stockist and in Ghaziabad 1
RETAILERS
Retailers are backbone of the company as they are the one who can take the
product on new heights or can bring it down to toes
Stockiest supplies goods to retailers and tries Persuading retailers to give the
brand special displays (using merchandising tools) to get affective brand
presence and arranging it in more noticeable manner
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Classification of outlets in different type of markets is different according to
their sales volume
TYPES OF RETAILS OUTLETS
Class Average Monthly Business
A Above 10000
B 5000-10000
C Upto 5000
Margin of retailers is always higher than stockiest
Retailers are the one who have direct contact with the customers
Dabur Foods has a distribution network that covers 175 towns and 75
thousand retail outlets making its product available to the consumers across
the country at ease
TYPES OF RETAIL MARKET
The retail market can be classified on the basis of magnitude of retail
SCATTERED MARKET
Lesser no of outlets and
Extensive outlets
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BLOCK MARKET
Large no of retail outlets in chunk
SUPER MARKET
Through their superior information logistical systems and buying power deliver
good service and immense volumes of products at attractive prices
CHAIN OUTLETS
Having more than one key outlet all across with a single control unit and central
purchasing strategy
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M PRODUCT LINE
Foods
Real
Real Activ
Hommade
Lemoneez
Capsico
Health Care
Baby Care
Dabur Lal Tail
Dabur Baby Olive Oil
Dabur Janma Ghunti
Health Supplements
Dabur Chyawanprash Dabur Glucose D
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Digestives
Hajmola Yumstick
Hajmola Mast Masala
Anardana
Hajmola
Hajmola Candy
Hajmola Candy Fun2
Pudin Hara (Liquid and Pearls)
Pudin Hara G
Dabur Hingoli
Natural Cures
Shilajit Gold
Nature Care Sat Isabgol
Shilajit
Ring Ring
Itch Care
Backaid
Shankha Pushpi Dabur Balm
Sarbyna Strong
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Personal Care
Hair Care Oil
Amla Hair Oil
Amla Lite Hair Oil
Vatika Hair Oil
Anmol Sarson Amla
Hair Care Shampoo
Anmol Silky Black Shampoo
Vatika Henna Conditioning Shampoo
Vatika AntiDandruff Shampoo
Anmol Natural Shine Shampoo
Oral Care
Dabur Red Gel
Dabur Red Toothpaste
Babool Toothpaste
Dabur Lal Dant Manjan
Dabur Binaca
Toothbrush
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Dabur Amongst Top Three Most
Respected FMCG Companies
Dabur Real Bags Gold In Readers
Digest Trusted Brand Awards
Dabur Figures In Top Great PlaceTo Work 2006 List
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Dabur has been ranked
amongst Indias Most
Innovative Companies by
a Business Today-Monitor
Group survey
Hajmola has been ranked
34th in Indiarsquos 100 Most
Valuable Brands list
Hajmola one of the
strongest brands in
Daburs portfolio
has been listed
among the Top 18
Iconic Brands in
India that have
stood the test oftime
Dabur Indiarsquos fruit juice
brand Reacuteal awarded the
Three Dabur brands --
Hajmola Dabur Amla and
Hajmola moves up
11 spots to take the
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Readerrsquos Digest Gold
Trusted Brand Award
2008 in the food amp
beverages category
Vatika -- have debuted in
the Economic Times
Brand Equitys Most
Trusted Brands 2008 list
Besides Dabur Foods has
climbed up to take the
40th spot
34th position
among Indias Top
100 Most Valuable
Brands of 2008
released by 4Ps and
ICMR
Dabur India Ltd has been ranked 28th in the list of Indias Top 50 Most
valuable (Company) Brands by Brand Finance
newu was voted the Most
Admired New Retail
Launch of the year at
Images Retail Awards
Dabur India CEO Mr
Sunil Duggal was named
Best Corporate Leader of
2008 at the BampE
Leadership and Excellence
Dabur India Ltd
was ranked the
Business Leader in
the FMCG -
Personal Care
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Awards Category at the
NDTV Profit
Business
Leadership Award
2008
Dabur India Ltd CEO Mr
Sunil Duggal has been
ranked among Indias
Most valueable CEOs by
Business World
Dabur India Ltd has been listed among the Super
100 of India Inc prepared by Business India
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Dedicated to the health and well being of every household
This is our company We accept personal responsibility and accountability to meet business needs
We all are leaders in our area of responsibility with a deep commitment to deliver results We are determined to be the best at doing what matters most
People are our most important asset We add value through result driven training and we encourage amp reward excellence
We have superior understanding of consumer needs and develop products to fulfill them better
We work together on the principle of mutual trust amp transparency in a boundary-less organisation We are intellectually honest in advocating proposals includingrecognizing risks
Continuous innovation in products amp processes is the basis of our success
We are committed to the achievement of business success with integrity We are honest with consumers with business partners and with each other
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INTRODUCTION OF DABUR CHYWANPRASH
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Dabur Chyawanprash the trusted name for your entire familys health
Dabur Chyawanprash has anti-oxidant properties amp strengthens your bodysinternal defense mechanism the immune system thereby protecting you fromeveryday infections cough cold amp stress etc
At a time when flu and viruses are everywhere your immunity system provides the best prevention from these deadly diseases Chyawanprash a time-tested age-
old formulation has a number of herbs like Amla known to be one of the bestantioxidants Giloy (Guduchi) known to have immuno modulatory properties andhas more than 40 other natural ingredients to boost immunity
Dabur Chyawanprash The Health Giver
Derived from 2500-year-old Ayurvedic formula
Totally chemical-free natural and safe Powerful combination of herbs and plant extracts in a
base of Amla fruit pulp Refined by Dabur to provide traditional goodness with best quality
Reinforces the immune system amp helps fight disease Trusted health provider of a majority of Indian households
Usage
Dabur Chyawanprash has a tangy sweet-sour taste and the consistency of jamIt can be taken directly or with milk and as bread spread In all cases itstherapeutic properties remain stable and active In winters have a glass ofwarm milk after having Chyawanprash In summers have a glass of cold milkafter having Chyawanprash
Dose
1-2 teaspoonful
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STP ANALYSIS OF DABUR CHYAWANPRASH
SEGMENTATION
Dabur Chyawanprash is the market leader in the Chyawanprash segment It
comes under the category of health supplements The segments that it considers
are growing kids competitive youth ever busy housewives and the aged
For the growing kids In todays competitive environment the children are under
high pressure to excel
For the competitive youth Modern life keeps the youth busy and demands them
to be active and efficient
For ever-busy housewives The homemaker needs to be fit in order to shoulder
all responsibilities
For the aged Old age weakens a person physically and mentally
After segmenting the population into these categories it aims to keep them fit
and healthy
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TARGETING
Traditionally chyawanprash was supposed to be a health supplement for the
aged and kids Dabur Chyawanprash (DCP) is now targeting adults housewives
youth and kids This it is trying to achieve through its promotion activities by
making Amitabh Bacchan and Vivek Oberoi do the endorsement act Amitabh
has been projected as a user of Chyawanprash attempting to establish the
relevance of DCP amongst the adults in todayrsquos demanding lifestyle Vivek who
represents an urban ambitious non-user with a mindset that Chyawanprash is not
for him meets his moment of truth when outperformed by a young
Chyawanprash user thus reaching out to kids His final conversion from a non-
user to a Chyawanprash user connects with the Youth These two ads compliment
each other and connect very well with the targeted consumers
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POSITIONING
Andar se strongrdquo Dabur chyawanprash has the tag line Andar se strongrdquo By
using a natural language instead of scientific language it is able to connect with
the consumers and is able to achieve a better positioning in the minds of the
Indian health conscious consumer A category like Chyawanprash for instance
needs to understand that in employing the category language it loses any chance
of expressing its own benefit distinctively
Holistic Health benefit of Ayurveda Dabur Chyawanprash helps in stimulating
immune system relieving stress improving stamina fighting aging through anti-
oxidant property improving lung function fighting respiratory infections amp
building resistance to disease The brand conveys this health conscious holistic
view of the product
Brand Trust Over 100 years of Daburrsquos experience in Ayurveda ensures selection
processing and quality control of right herbs along with scientific and clinical
studies ndash makes DCP a trustworthy offering for consumers Consumers view DCP
as a product by a trusted brand and therefore do not need to think twice beforemaking a purchasing decisio
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MARKETING MIX OF DABUR CHYAWANPRASH
Dabur Chyawanprash is the market leader in the chyawanprash segment and has
achieved this with its innovative product offering pricing strategy easy
availability and promotion campaigns In the marketing mix of Dabur we shall be
discussing the 4 Ps of marketing mix with respect to Dabur Chyawanprash The
mix shall be analyzed as followed
Product
Price
Place
Promotion
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Product Price Promotion Place
bull Product
Variety
bull Quality
bull Design
bull Features
bull Brand
Names
bull Services
bull List Price
bull Discount
bull Financing
Schemes
bull Credit Terms
bull Advertising amp
Promotion
bull Public Relations
bull Sponsorships
bull Internet
Marketing
bull Channels
bull Location
bull Inventory
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PRODUCT
Dabur Chyawanprash is the leader in the Chyawanprash category
and enjoys a market share of 61 per cent In 50s Dabur pioneered the
concept of branded Chyawanprash and since has invested heavily in
product development clinical studies and consumer awareness The
product is essentially a health supplement
Known as the ldquoelixir of liferdquo Chyawanprash has (clinically) proven benefits in
maintaining smooth body functioning The principal ingredient Amla (Indian
Gooseberry) acts as an anti-oxidant and immuno-stimulant Dabur Chyawanprash
helps in stimulating immune system relieving stress improving stamina fighting
aging through anti-oxidant property improving lung function fighting respiratory
infections amp building resistance to disease It is these properties that make Dabur
Chyawanprash a preferred choice for its users
Ingredients of Dabur Chyawanprash
Vishwast Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts
Special Vishwast fortified with additional health beneficial herbs like
Keshar Akarkara etc
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Packaging
n
The figure above shows the evolution of the packaging of Dabur Chyawanprash
Dabur continuously innovates the package and branding of its chayawanprash It
launched Dabur Chyawanprash first in 1949 in a tin pack and it was the first
branded Chyawanprash in India Later Dabur came out with its new packet of
Chyawanprash with Amitabh Bachchan as their brand ambassador It also
received ldquoBrand Relaunch of the Year ldquoaward from IMA
Available in
Dabur Chyawanprash is available in three sizes to cater to the needs of different
types of people
1 One kilogram pack
2 500 gram pack
3 250 gram pack
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PRICE
The pricing of Dabur chyawanprash is very competitive Dabur chyawanprash uses
second degree price discrimination ie more the quantity lower the price
1kg Rs19500
500gms Rs11000
250gms Rs 6200
PRICEQUALITY MATRIX
Pricerarr
Quality
darr
High Middle Low
High
Luxury
Segment
Ideal For
Penetration
DABUR
CHYAWANPRASH
Premiere
Offering
Middle
Overpriced Average Real
Bargain
Low
Make The Sale
and Run
Unhappy
Customers
Cheap
Goods
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PLACE
Dabur has a very wide distribution of its products through 16 million retail outlets
and 50 C amp F agents all over India who distribute products to the retailers Adistribution of C amp F agents and manufacturing locations is given below
Daburrsquos distribution network extends beyond India in the following countries as
well
Distribution Network
Central North amp South America
Australia
Asia
Middle East
North amp South Africa
East amp West Europe
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PROMOTION
The main form of promotional activities of Dabur chyawanprash are concentrated
towards advertising and it has neglible sales promotional activities
Advertising
Nothing can happen without establishing the brandrsquos heritage emphasizing
technological prowess explaining benefits and building bonds with prospective
buyers Ads are necessary because the images are still mouldable and fluid and
the consumerrsquos sophistication level is low Dabur chyawanprash is advertised on
print media as well as on television
The company has launched two ads one each with Amitabh and Vivek in
national electronic media followed by a series of print media campaign directed
towards creating awareness to educate people about the holistic benefits of
ChyawanprashThe ads have been created by McCann Ericsson and the company
would be spending close to Rs 10 crore in promotional campaign this year The
ads would also be translated in Bengali These advertisements are supposed to
target the old and the younger generation respectively
Thecompany has launched a new ad with MS Dhoni who is leader of Indian
cricket team
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SWOT ANALYSIS OF DABUR
STRENGTHS
Strong presence in well defined
niches( like value added Hair Oil and
Ayurveda specialities)
Core knowledge of Ayurveda as
competitive advantage
Strong Brand Image
Product Development Strength
Strong Distribution Network
Extensive Supply Chain
IT Initiatives
R amp D ndash a key strength
WEAKNESS
Seasonal Demand( like
chyawanprash in winter and Vatika not
in winter)
Low Penetration(Chyawanprash)
High price(Vatika)
Limited differentiation (Vatika)
Unbranded players account for
the 23rd of the total market(Vatika)
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OPPORTUNITIES
Untapped
Market(Chyawanprash)
Market Development
Export opportunities
Innovation
Increasing income level of the
middle class Creating additional consumption
pattern
THREATS
Existing Competition( like
Himani baidyanath and Zandu for
Dabur Chyawanprash and MaricoKeo
Karpin HLL and Bajaj for Vatika Hair Oil)
New Entrants
Threat from substitutes (like
Bryllcream for Vatika hair oil)
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OBJECTIVE OF THE STUDY
The major objective of the survey is to collect the data from outlets in the
specified areas where cold drinks are to be sold
To make an assessment of availability of several brands of dabur in
different packs and size in the specified areas
To make an assessment of market presence program of the dabur
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Research Methodology
Data collection
Sample unit
1) working people (including men amp women) amp housewife
2) college students
3) school students
4) senior citizens
5) Retailer
Sample size
1 working people amp housewife 30
2 college students 25
3 school students 20
4 senior citizens 15
5 Retailer 10
Sampling techniques
Judgmental sampling techniques used
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Sampling region
Sampling region will be DELHI in rural area
Data collection method
1 Primary data It will be collected with the help of a self administered
questionnaire
2 Secondary data it will be collected with the help of books research
papers magazines news papers journals internet etc
3
Research instruments
Questionnaire design
As the questionnaire is self administrated one the survey will be simple and user
friendly Words used in questionnaire will be readily understandable to all
respondent Also technical jargons will be avoided to ensure that there is no
confusion for respondents
Data Analysis - Data analysis will be done with the help of MS Excel and SPSS
Software
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DATA ANALYSIS
DABUR CHYAWANPRASH
1 AWARNESS LEVEL
I
NTERPRETATION-
According to serveyAll person are know the dabur100 person of dabur65
person kmow the Baidyanathamp Dabur 40 people of HimaniBaidyanath and
Dabur 60 person of ZanduHimaniBaidyanath and Dabur
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2 PREFERRED BRAND
INTERPRETATION-
According to servey60 person are preferred dabur product 15 person are
preferred Baidynath product 15 person are preferred Himani product 10 person
are preferred Zandu
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3SATISFACTION LEVEL
INTERPRETATION-
According to servey100 satisfaction level of dabur product 80 satisfaction level
of Baidynath product 80 satisfaction level of Himani product
60 satisfaction level of Zandu product
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80
4 REASONS FOR SELECTING A PARTICULAR BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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81
5HOW DID YOU COME TO KNOW ABOUT THIS BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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82
6 PREFERRED PACK SIZE
INTERPRETATION-
According to servey50 person are preferred 500gm product 30 person are
preferred 1kg product 20 person are preferred 250gm product
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83
8 REASON TO SELECT PREFERRED PACK SIZE
INTERPRETATION-
According to servey20 person are select product of itrsquos availability pack size
40 person are select product of itrsquos price pack size 25 person are select
product of itrsquos family pack size 15 person are select product of itrsquos storage
pack size
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84
9 FREQUENCY OF
PURCHASE
INTERPRETATION-
According to servey30 People are purchase product after one month 55
People are purchase product after two months 15 People are purchase
product after six months
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85
COMPETITOR ANALYSIS
The key competitorrsquos of Dabur in the Chyawanprash segment are Baidyanath
Zandu and Himani which together with Dabur have about 85 of Indias domestic
market
Dabur is Indias largest Ayurvedic medicine supplier and the fourth largest
producer of FMCG It was established in 1884 and had grown to a business level
in 2003 of about 650 million dollars per year though only a fraction of that is
involved with Ayurvedic medicine Dabur Chyawanprash (herbal honey) has a
market share of 61We have tried to analyse the competition for Dabur in the
Chyawanprash segment as follows
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87
The Himani Group
It founded in 1974 provides a diverse range of products doing 110 million dollars
of business annually though only a portion is involved with Ayurvedic products
through its Himani line the company is mainly involved with toiletries and
cosmetics but also provides Chyawanprash and other health productsIts market
share is 12
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CONCLUSIONS
The Chyawanprash Industry is yet to capture the beverage market in full swing Packed Chyawanprash
followed by Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts the market The consumerrsquos patriotic love for tea and coffee is unfared
Chyawanprash are yet to establish their supplement use in the average household here in lies the great
opportunities Within the market it is safe to conclude that dabur has hit off ratherwell with the
masses
dabur has clearly lost it head start advantage and thereby acquiring just 35 of the market share while
others enjoys rest of the market share This could be well attributed to dabor successful ATA
(Availability Taste and Affordability) marketing module the attributes most rated by the consumersLack of publicity has hampered the growth progress of the brand so aggressive advertising is needed to
promote Chyawanprash and vatika hair oil brand
The brands such as that of Chyawanprash by vednath Chyawanprash with its lsquosonacahndi lsquoMinute-
madersquo and also US food giantssDel Monte are ready to hit the Chyawanprash market very soon
As the strategies of the companies keeps on changing be it in Chyawanprash industry a company has
to create perceptions and cover them into realities It is an expensive proposition requiring huge
expenditure on advertising sponsorships and media Thus the ideal company will be the one which
combines the high end technology with consumer insight
As 16 of the excise duty is exempted on food products in this budget Many food companies including
Dabur got benefited from it On the analysis of survey it was found that target Market of Chyawanprash
want quality benefit rather then Price benefit so it is better to stress on quality rather than on
decreasing price to increase sales and profit
To increase market share Dabur should give slight price benefit on Dabur brand so that customers of
other Juice brand should switch from other brand to Dabur brand
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89
Findings
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey100 satisfaction level of dabur product 80 satisfaction level of
Baidynath product 80 satisfaction level of Himani product 60 satisfaction level of
Zandu product
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis According to servey50 person are preferred 500gm
product 30 person are preferred 1kg product 20 person are preferred 250gm
product
According to servey20 person are select product of itrsquos availability pack size 40
person are select product of itrsquos price pack size 25 person are select product of itrsquos
family pack size 15 person are select product of itrsquos storage pack size
According to servey30 People are purchase product after one month 55 People are
purchase product after two months 15 People are purchase product after six months
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90
LIMITATIONS
No study is free from limitations The limitations of this study can be
Sample size taken is small and may not be sufficient to predict theresults with 100 accuracy
The result is based on primary and secondary data that has itrsquos own limitations
The study only covers the area of Delhi that may not beapplicable to other areas
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91
RECOMMENDATIONS
Focus on growing core brands across categories
Reaching out to new geographies within Hapur area
Improve operational efficiencies by leveraging technology
Be the preferred company to meet the health and personal grooming needs of
our target consumers with safe efficacious natural solutions by synthesizing the
deep knowledge of ayurveda and herbs with modern science
Provide consumers with innovative products within easy reach
Vatika hair care centre On the lines of Maricorsquos Kaya Skin Clinic Dabur
could start a venture called Vatika hair care centre which would provide total hair
care solutions It could have hair care experts to solve hair problemsServices could
include dandruff treatment straightening of hair treatment for split endsetc
Position Dabur Chyawanprash as not more of a medicine but as something
which is necessary for health
More initiatives like ldquo Dabur ki Deewarrdquo to increase brand visibility It is an
initiative to occupy shelf space
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92
BIBLIOGRAPHY
Books
Marketing Management Twelfth Edition ndash Philip Kotler amp Kevin Lane Keller
Websites
wwwgooglecom
wwwdaburcom
wwwtutor2unet
wwwbrandchannelcom
The time of india
Forbs magazing
Hinustan time
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YES NO
7Which pack size do you prefer
YES NO
8On what parameters do you choose this pack size
YES NO
9 how do u increase the company position
YES NO
10 how you increase your company position in market agains other company
YES NO
![Page 6: Making by Th Harsh Pandit](https://reader033.vdocuments.mx/reader033/viewer/2022052406/577cd3191a28ab9e7896af7d/html5/thumbnails/6.jpg)
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6
PREFACE
Management training has gained rapid importance only recently Management
was previously considered as an inborn art or talent But in todayrsquos fast
developing word this view has been abandoned
To develop managerial capabilities and to supplement their theoretical
knowledge with practical experience the management students are required to
go training in business organization
This study would not only help me as a management student to gain a deep
insight of how an organization works but also practical usage of all management
techniques that I have learnt during the course of my study This project would
also help me analyze the difference between the organizational realities and the
theories that have been taught in my academic session and also gave me a real
experience of the corporate world let me better understand how it function It
also taught me how to take every experience in the right and learn from each
one Finally the analysis feasible to be put to test in real life situations I shall
consider all my hard work worthwhile if this endeavor of mine is able to satisfy all
those concerned and proves useful to anyone or for any further study in the
future
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7
CERTIFICATE
DECLARATION
ACKNOWLEDGEMENT
PREFACE
TABLE OF CONTENTS
1 EXECUTIVE SUMMARY
2 INTRODUCTION OF DABUR COMPANY
3 OVERVIEW OF FMCG SECTOR IN INDIA
4 THE MARKETING MIX ANDSELLING PROCESS
5 PRODUCT LINE
6 COMPETITOR ANALYSIS
7 SWOT ANALYSIS OF DABUR
8 OBJECTIVE OF THE STUDY
9 RESEARCH METHODOLOGY
10 DATA ANALYSIS
11 CONCLUSIONS
12 FINDINGS
13 LIMITATION
14 RECOMMENDATIONS
15 BIBLIOGRAPHY
16 QUESTIONNAIRE
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8
EXECUTIVE SUMMARY
This report aims at analyzing and reporting on the marketing strategies of Dabur
India Ltd (DIL) for the brands Dabur Chyawanprash Pioneering role that it has
played in the evolution of the categories it has had a presence in Dabur
Chyawanprash is the leader in the Chyawanprash category and enjoys a market
share of 61 per cent In 50s Dabur pioneered the concept of branded
Chyawanprash and since has invested heavily in product development clinical
studies and consumer awareness The product is essentially a health supplement
This report is not aiming at the overall marketing mix or the marketing strategy of
Dabur India Ltd but is an attempt to analyse the marketing mix of Dabur
Chyawanprash
The report also enlists various recommendations based on BCG Growth Share
Matrix analysis Ansoffrsquos Product Matrix Expansion Grid SWOT Analysis etc This
analysis has been done on the basis of the information gathered from the
company website and other online resources and books and articles
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9
COMPANY OVERVIEW
Over its 120 years of existence the Dabur brand has stood for goodness through a
natural lifestyle An umbrella name for a variety of products ranging from hair
care to honey Dabur has consistently ranked among Indiarsquos top brands Its brands
are built on the foundation of trust that a Dabur offering will never cause one
harm
The trust levels that this brand enjoys are phenomenally high While Ries and
Trout may ask ldquoWhat does Dabur stand formdashshampoo or digestive tabletsrdquo The
answer is fairly simple it stands for Indiarsquos fourth largest fast moving consumer
goods company that both consumers and trade respect and trust unequivocally
and which has an annual turnover of over Rs 15 billion
The company has kept an eye on new generations of customers with a range of
products that cater to a modern lifestyle while managing not to alienate earlier
generations of loyal customers
Dabur is an investor friendly brand as its financial performance shows There is an
abundance of information for its investors and prospective information including
a daily update on the share price (something that very few Indian brands do)
Therersquos a great sense of responsibility for investorsrsquo funds on view This is a direct
extension of Daburrsquos philosophy of taking care of its constituents and it adds to
the sense of trust for the brand overall
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10
Dabur India Limited has marked its presence with some very significant
achievements and today commands a market leadership status Our story of
success is based on dedication to nature corporate and process hygiene dynamic
leadership and commitment to our partners and stakeholders The results of our
policies and initiatives speak for themselves
Leading consumer goods company in India with a turnover of Rs223372
Crore (FY07)
2 major strategic business units (SBU) - Consumer Care Division (CCD)
and Consumer Health Division (CHD)
3 Subsidiary Group companies - Dabur Foods Dabur Nepal and Dabur
International and 3 step down subsidiaries of Dabur International - Asian
Consumer Care in Bangladesh African Consumer Care in Nigeria and Dabur
Egypt
13 ultra-modern manufacturing units spread around the globe
Products marketed in over 50 countries
Wide and deep market penetration with 47 CampF agents more than 5000
distributors and over 15 million retail outlets all over India
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11
1884 Birth of Dabur
1896 Setting up a manufacturing plant
Early
1900sAyurvedic medicines
1919Establishment of research
laboratories
1920 Expands further
1936 Dabur India (Dr SK Burman) Pvt Ltd
1972 Shift to Delhi
1979Sahibabad factory Dabur Research
Foundation
1986 Public Limited Company
1992 Joint venture with Agrolimen of Spain
1993 Cancer treatment
1994 Public issues
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12
1995 Joint Ventures
1996 3 separate divisions
1997 Foods Division Project STARS
1998 Professionals to manage the Company
2000 Turnover of Rs1000 crores
2003 Dabur demerges Pharma Business
2005 Dabur aquires Balsara
2005Dabur announces Bonus after 12
years
2006Dabur crosses $2 Bin market Cap
adopts US GAAP
2006 Approves FCCBGDRADR up to $200
million
2007 Celebrating 10 years of Real
2007 Foray into organised retail
2007 Dabur Foods Merged With Dabur
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13
India
2008 Acquires Fem Care Pharma
2009Dabur Red Toothpaste joins Billion Rupee Brand club
2010Dabur makes its first overseas acquisition
2011 Dabur enters professional skin care market
2011Dabur India acquires 30-Plus from Ajanta Pharma
2012 Dabur crosses Billion-Dollar Turnover Mark
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14
Founding Thoughts
What is that li fe worth which cannot bri ng comfor t to others
The doorstep Daktar The story of Dabur began with a small
but visionary endeavour by Dr S K Burman a physician
tucked away in Bengal His mission was to provide effective
and affordable cure for ordinary people in far-flung villages
With missionary zeal and fervour Dr Burman undertook the
task of preparing natural cures for the killer diseases of those
days like cholera malaria and plague
Soon the news of his medicines traveled and he came
to be known as the trusted Daktar or Doctor who came
up with effective cures And that is how his venture Dabur got its name - derived
from the Devanagri rendition of Daktar Burman Dr Burman set up Dabur in 1884
to produce and dispense Ayurvedic medicines Reaching out to a wide mass of
people who had no access to proper treatment Dr S K Burmans commitment and
ceaseless efforts resulted in the company growing from a fledgling medicine
manufacturer in a small Calcutta house to a household name that at once evokes
trust and reliability
The mission continues
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15
PASSION FOR WINNING
We all are leaders in our area of responsibility with a deep
commitment to deliver results We are determined to be the bestat doing what matters most
Milestones to success
Dabur India Ltd made its beginnings with a small pharmacy but
has continued to learn and grow to a commanding status in the
industry The Company has gone a long way in popularising and
making easily available a whole range of products based on the
traditional science of Ayurveda And it has set very high
standards in developing products and processes that meet
stringent quality norms As it grows even further Dabur will
continue to mark up on major milestones along the way setting
the road for others to follow
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16
1884 - Established by Dr S K Burman at Kolkata
1896 - First production unit established at Garhia
1919 - First RampD unit established
Early 1900s - Production of Ayurvedic medicines
Dabur identifies nature-based Ayurvedic medicines as its area of specialisation
It is the first Company to provide health care through scientifically tested
and automated production of formulations based on our traditional science
1930 - Automation and upgradation of Ayurvedic products
manufacturing initiated
1936 - Dabur (Dr S K Burman) Pvt Ltd Incorporated
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 ancient restorative Chyawanprash is launched in packaged
form and becomes the first branded Chyawanprash in India
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17
1957 - Computerisation of operations initiated
1970 - Entered Oral Care amp 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 is made 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 completes 100 years
1988 - Launches pharmaceutical medicines
1989 - Care with fun
The Ayurvedic digestive formulation is converted into a childrens fun product
with the launch of Hajmola Candy In an innovative move a curative product
is converted to a confectionary item for wider usage
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18
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 Intaxel (Paclitaxel) Dabur
Research Foundation develops an eco-friendly process to extract the drug from
its plant source
1996 - Enters foods business with the launch of Real Fruit Juice
1996 - Real 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 1000 crore mark
Dabur establishes its market leadership status by staging a turnover of
Rs1000 crores Across a span of over a 100 years Dabur has grown from a
small beginning based on traditional health care To a commanding position
amongst an august league of large corporate businesses
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19
2001 - Super specialty drugs
With the setting up of Dabur Oncologys sterile cytotoxic facility the
Company gains entry into 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
2002 - Dabur record sales of Rs 116319 crore on a net profit of Rs 644
crore
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 this 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 ISO 9002
certification
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20
Science for nature
Reinforcing its commitment to nature and its conservation Dabur Nepal a
subsidiary of Dabur India has set up fully automated greenhouses in Nepal
This scientific landmark helps to produce saplings of rare medicinal plants
that are under threat of extinction due to ecological degradation
2005 - Dabur acquires Balsara
As part of its inorganic growth strategy Dabur India acquires Balsaras
Hygiene and Home products businesses a leading provider of Oral Care and
Household Care products in the Indian market in a Rs 143-crore all-cash
deal
2005 - Dabur announces bonus after 12 years
Dabur India announced issue of 11 Bonus share to the shareholders of the
company ie one share for every one share held The Board also proposed an
increase in the authorized share capital of the company from existing Rs 50
crore to Rs 125 crore
2006 - Dabur crosses $2 bin market cap adopts US GAAP
Dabur India crosses the $2-billion mark in market capitalisation The
company also adopted US GAAP in line with its commitment to follow
global best practices and adopt highest standards of transparency and
governance
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21
2006 - Approves FCCBGDRADR up to $200 million
Moving forward on the inorganic growth path Dabur India decides to raise up
to $200 million from the international market through Bonds FCCBs GDRADR QIPs or any other securitiesThe capital raised will be used to fund
Daburs aggressive growth ambitions and acquisition plans in India and
abroad
2007 - Celebrating 10 years 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 HampB 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 amp Beauty format
2007 - Dabur Foods Merged With Dabur India
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
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22
Dabur has an illustrious Board of Directors who are committed to take the
company onto newer levels of human endeavour in the service of mankind The
Board comprises of
Chairman
Vice-
Chairman
Dr Anand
Burman
Mr Amit Burman
Whole Time Directors
Mr PD Narang Mr Sunil
Duggal
Mr Pradip Burman
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23
Non Whole Time Promoters Directors
Mr Mohit Burman
Independent Directors
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24
His Highness
Maharaja
=Mr P N
Vijay
Mr R C
Bhargava
Dr S Narayan
Sunil DuggalChief Executive Officer
Dabur India Limited
Sunil Duggal took over as the Chief Executive Officer
of Dabur India Limited in June 2002 holding reins of the
organisation he joined in 1995
Mr Duggal started his career as a management trainee in
Wimco Limited in 1981 after getting his Engineering
Degree (Electrical amp Electronics) from BITS Pilani and
Business Management from IIM Calcutta His stint atWimco continued till 1994 with a break in between
when he joined Bennett
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25
Spanning a career of over 20 years Sunil Duggal has travelled widely across Indiaand handled diverse portfolios that have helped him understand the dynamics of
FMCG businesses and market trends He is well versed in the intricacies of Indias
regional diversities and consumer needs
Mr Duggal lives in Delhi with his wife and one child Whenever he gets a break
from his official responsibilities Mr Duggal likes to spend time at home with his
family and an occasional round of golf
Coleman amp Co Ltd for a short period In 1994 he moved to Pepsi Foods as GM
Sales Operation
In 1995 he came into the Dabur family as General Manager (Sales amp Marketing)
of the Family Products Division with products like Dabur Amla Lal Dant Manjan
and Vatika in his portfolio This Division spearheaded the spectacular growth
recorded by Dabur in this period Vatika was also launched during this period and
is now the Companys second biggest brand
With his dynamic spirit and leadership abilities he soon became Vice-President
and SBU-Head of the Family Products Division In July 2000 Mr Duggal was
appointed Director Sales and Marketing of Dabur India Limited And in 2002 he
became the CEO of the Company - a professional with valuable experience to
steer the company ahead in its growth plans
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26
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27
Good corporate governance and transparency in actions of the management is key
to a strong bond of trust with the Companyrsquos stakeholders Dabur understands the
importance of good governance and has constantly avoided an arbitrary decision-
making process Our initiatives towards this end include
Professionalisation of the board
Lean and active Board(reduced from 16 to 10 members)
Less number of promoters on the Board
More professionals and independent Directors for better management
Governed through Board committees for Audit Remuneration Shareholder
Grievances Compensation and Nominations
Meets all Corporate Governance Code requirements of SEBI
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28
When our Founder Dr S K Burman first established Dabur he had a vision that
saw beyond the profit motive In his words What is that life worth which cannot
bring comfort to others This ideal of a humane and equitable society led to
initiatives taken to give back some part of what Dabur has gained from the
community
Our major initiatives in the Social sector include
Establishment of the Sustainable Development Society or Sundesh in 1993
- a non-profit organisation to promote research and welfare activities in rural
areas
Promoting health and hygiene amongst the underpriviledged through the
Chunni Lal Medical Trust and
Organising the Plant for Life programme for schoolchildren - to create
environmental awareness amongst young minds
Our commitment to Environment
Ancient wisdom of conservation
From times immemorial Indian sages and men of wisdom have understood and
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29
appreciated the value of nature and its conservation Our ancestors recognised
that if we grabbed from nature beyond what was healthy it would lead to all
round degradation and even the extinction of humanity That is why nature was
sanctified and worshipped in the form of gods and goddesses
Dabur upholds the tradition
Today we at Dabur also value natures bounty Without the fruits of nature the
vision of Dabur would never have been fulfilled And that is the reason for our
unfailing commitment to ecological conservation and regeneration We would like
to follow the principles of our ancient texts which say
Dehi me dadami te - you give me and I give you
Back to Nature
Rare herbs and medicinal plants are our most valuable resource from which all
our products are derived Due to overexploitation of these resources and
unsustainable practices these plants and herbs are fast reaching the point of
extinction In view of this critical situation Dabur has initiated some significant
programmes for ecological regeneration and protection of endangered plantsecies
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30
Plants for Life
We have set up the Plants for Life project in the mountainous regions of the
Himalayas Under the project a high-tech greenhouse facility has been set up for
developing saplings of rare and endangered medicinal plants Fully computer-
controlled and monitored this greenhouse maintains the highly critical
environmental parameters required for their survival We are also developing
quality saplings of more than 20 herbs 8 of them endangered through micro
propagation
In addition satellite nurseries spread across mountain villages and
contract cultivation of medicinal herbs helps in maintaining the ecological
balance These measures have also helped provide local cultivators the scientific
knowledge for harvesting herbs and a steady source of income So that they are
not forced to exploit the environment to earn a livelihood
Living a Green Heritage
These are significant steps that can contribute to a better world for coming
generations To whom we would like to bequeath a world not bereft of nature
But full of flowering and fruit bearing trees animals birds and humans living in
good health and complete harmony
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31
Kashambi Corporate Office
Corporate Office
Kaushambi
Ghaziabad - 201010
Uttar Pradesh India
Tel
+91 (0120) 3982000 (30 Lines)
+91 (0120) 3001000 (30 Lines)
Registered Office
83 Asaf Ali Road
ew Delhi ndash 110 002
Tel +91 (011) 23253488
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DABUR WORLD WIDE
Daburs mission of popularizing a natural lifestyle transcends national boundaries Today
there is global awareness of alternative medicine nature-based and holistic lifestyles and
an interest in herbal products Dabur has been in the forefront of popularizing this
alternative way of life marketing its products in more than 50 countries all over the
world
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34
Our products World Wide
We have spread ourselves wide and deep to be in close touch with our overseas
consumers
Offices and representatives in Europe America and Africa
A special herbal health care and personal care range successfully selling in
markets of the Middle East Far East and several European countries
Inroads into European and American markets that have good potential due to
resurgence of the back-to-nature movement
Export of Active Pharmaceutical Ingredients (APIs) manufactured under strict
international quality benchmarks to Europe Latin America Africa and other Asian
countries
Export of food and textile grade natural gums extracted from traditional plant
sources
Partnerships and Production
Strategic partnerships with leading multinational food and health care
companies to introduce innovations in products and services
Manufacturing facilities spread across 3 overseas locations to optimise
production by utilising local resources and the most modern technology available
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35
OVERVIEW OF FMCG SECTOR IN INDIA
The Indian FMCG sector is
the fourth largest sector
in the economy with a
total market size in excess
of US$ 131 billion It has
a strong MNC presence
and is characterised by a
well-established
distribution network
intense competition
between the organised and
unorganised segments and
low operational cost Availability of key raw materials cheaper labour costs and
presence across the entire value chain gives India a competitive advantageThe FMCG market is set to treble from US$ 116 billion in 2003 to US$ 334
billion in 2015 Penetration level as well as per capita consumption in most
product categories like jams toothpaste skin care hair wash etc in India is low
indicating the untapped market potential Burgeoning Indian population
particularly the middle class and the rural segments presents an opportunity to
makers of branded products to convert consumers to branded products Growth is
also likely to come from consumer upgrading in the matured product categories
With 200 million people expected to shift to processed and packaged food by
2010 India needs around US$ 28 billion of investment in the food-processing
industry
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36
India is one of the largest emerging markets with a population of over one billion
India is one of the largest economies in the world in terms of purchasing power
and has a strong middle class base of 300 millionAround 70 per cent of the total
households in India (188 million) resides in the rural areas The total number of
rural households are expected to rise from 135 million in 2001-02 to 153 million
in 2009-10 This presents the largest potential market in the world The annual
size of the rural FMCG market was estimated at around US$ 105 billion in 2001-
02 With growing incomes at both the rural and the urban level the market
potential is expected to expand further
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37
TMarketing Mi
Product Place
Target
Market
Price Promotion
The firm attempts to generate a positive response in the target market by blending
these four marketing mix variables in an optimal manner
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38
A Summary Table of the Marketing Mix
The following table summarizes the marketing mix decisions including a list of
some of the aspects of each of the 4Ps
Summary of Marketing Mix Decisions
Product Price Place Promotion
Functionality
Appearance
Quality
Packaging
Brand
Warranty
ServiceSuppor
t
List price
Discounts
Allowances
Financing
Leasing
options
Channel members
Channel
motivation
Market coverage
Locations
Logistics
Service levels
Advertising
Personal
selling
Public
relations
Message
Media
Budget
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39
DABUR FOODS SELLING PROCESS
Dabur food process of selling starts from stockiest
CampFA dose not have any process to play in the process of selling of dabur
foods products They are just Clearing amp Forwarding Agents they store the
manufacturing products and then supply it to stockiest
Stockiest pay the money to dabur foods through demand draft
Stockiest further sells the products to retailers
Retailer finally sells the products to consumers
MARKETING HOW DABUR FOODS IS USING MIX
Product
Appearance Dabur tries to make its products appear very attractive
Quality Quality of the product is really unmatchable as it is tested number of
times and its products are processed using very advanced machinery and
technology
Packaging Dabur products packaging is done in such a way that its juices does
not get expired before 6 months inspite of perishable products
Brand Dabur itself is a very reputed and well known brand in the market and its
Real juice is also known all over India
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40
Warranty Dabur as such does not gives any warranty but if there is any problem
in its products before expiry then they replace the product
ServiceSupport Dabur foods provide full support to its stockiest retailers and
consumers what so ever the problem is
Price
List price Dabur decide its price according to its competitors and the price
structure is different for retailers and stockiest
Discounts There are different discounts for retailers stockiest and consumer from
time to time
Allowances Special allowances are gicen to stockiest sales man if he acives his
targets
Place
Channel members Channel members or business partners of dabur are its
stockiest retailers
Channel motivation Channel motivation for dabur is pull and push strategy
Market coverage Dabur Foods has a distribution network that covers 175 towns
and 75 thousand retail outlets making its product available to the consumers across
the country at ease
Locations Dabur foods try to cover or tries to place its products in each and every
shop and every location
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41
Promotion
Advertising Dabur products are advertised through television newspapers
magazine etc
Personal selling Dabur hardly do any personal selling except in tent shows and
road shows Same for less amp more for same
Media Media of promotion is TV Radio newspapers magazine
Budget Budget is Decided by finance team for different strategic business unit
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42
Critique of selling
In theory the purpose of selling is to help a customer realize his or her goals in an
economic fashion However in reality this is not always the case Customers can be influenced to purchase a product or service that initially was not of interest to
them Some salespeople are trained in the art of selling customers things they dont
need
Take for example the purchasing of a car a consumer may have a set of cars in
mind (called an evoked set) that she feels match her needs wants and budget She
may seek the advice of a salesperson given that a salesperson can help her realize
the right car given those criteria This can be a socially useful function salespeople
have specialized knowledge of products that can help consumers make an informed
decision However a salesperson may also talk a consumer into purchasing a more
expensive or perhaps larger car then she needs or can afford In this context the
salesperson may have usefully helped the customer re-evaluate her needs thereby
establishing a new set of appropriate choices among which included the newer orlarge car This again would be a helpful and useful service provided by the
salesperson However it is sometimes the case that customers purchase a product
or service that was not initially intended and remains an inappropriate purchase
after the fact On the other hand the consumer in this scenario can be held partially
responsible for the inappropriate purchase indeed A fool and his money are soon
parted (PT Barnum English proverbs)
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43
This dysfunctional behavior is encouraged by
Incentives of salespeople to increase their total number of sales especially where
retailers keep track of sales or offer commission-based salaries
Incentives from the manufactures of products or the companies of service
providers to salespeople to sell their products where other similar products
offered by competitors are offered
The incentive to sell a customer a product that is in need of being cleared
out despite the fact that a customer may be better to wait for the new
product
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44
Channel Of Distributions
Manufacturing Plant
Clearing and forwarding agent (different regions)
Stockist A Stockist B Stockist C
Retailers Retailers Retailers Retailers Retailers Retailers
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45
CONSUMERS
The above diagram it shows channel of distribution of dabur foods here first the products are manufactured and from Manufacturing plants the packed goods are
supplied to Clearing And Forwarding Agents(CampFA) and from here the goods are
then further supplied to number of Stockiest or Distributors from here goods
reaches to large number of Retailers and it is the duty of Stockiest to take orders
from retailers and then supply the goods to them this work is generally done by
stockiest salesman through ready stock or by taking orders first and then placing
the order From here the goods finally reaches to Customers Customer purchases
the product from retailers
This was the basic Channel of Distribution used by Dabur Foods now I will throw
light on each channel of distribution of Dabur Foods
Supply Chain Management
Supply chain management starts before physical distribution it involves procuring
the right inputs (raw materials components and capital equipment) converting
them into finished products and dispatching them to the final destinations The
supply chain perspective can help identify superior suppliers and distributors and
help them improve productivity which ultimately brings down the companyrsquos
costs
A broader view sees a company at the center of a value network that
includes its suppliers its immediate customers and their end customers The value
network includes valued relations with others such as university researchers
government approval agencies and so on
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MANUFACTURING PLANT
Dabur Foods has Number of products in its product line but its main area of
interest or the product on which they concentrate the most is Real Juice amp Coolers
Dabur has its manufacturing plant at Nepal and at Jaipur where juice is
manufactured and tested
PROCUREMENT amp TRANSPORT
Getting the raw material and packaging material requirement from the
production unit in charge
Constant updates on the procurement of materials and transport details
Production details and ingredient content information from the different personnel and coordinating this activity
PACKAGING
Approval and coordination of the supply of packaging material to the
production unit
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47
CLEARING AND FORWARDING AGENTA (CampFA)
From manufacturing plant the stock is transported or supplied to clearing
and forwarding agents
Clearing and Forwarding Agents is a third party and Dabur gives contract to
them so company has nothing to do in building the relationship with them
Here CampFA keep or stock the goods with them
They charge dabur for stocking the good and even dabur donrsquot mind doing
so as it is a measure of cost cutting as well as there is no need for gowdowns
and maintenance
For Ghazizbad Meerut Delhi NCR there is one CampFA whish is situated in
Mohan Nagar here all goods which dabur foods hare kept here
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48
STOCKIEST OR DISTRIBUTORS
Stockiest store the products in their godowns CampFA supplies the goods to
them as per their order
Stockiest has some sales men working under him they are known as
stockiest sales man Their work is to place the products in the market and
take order from retailers and then supply goods to them
Sales man either take ready stock with them or they first take orders and
then supply goods later on
There is a beat which is a schedule route of sales man means sales man has
to daily cover the route as mention in the beat
Merchandising making products visible pasting posters putting banners
and seeing that goods are properly placed in the retail outlets is also the duty
of stockiest sales man
Companiesrsquo sales officer keeps a check on the stockiest and monthly report
is also prepared which is further analyzed by ASM amp ZSM
In Noida Dabur has 1 stockist and in Ghaziabad 1
RETAILERS
Retailers are backbone of the company as they are the one who can take the
product on new heights or can bring it down to toes
Stockiest supplies goods to retailers and tries Persuading retailers to give the
brand special displays (using merchandising tools) to get affective brand
presence and arranging it in more noticeable manner
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49
Classification of outlets in different type of markets is different according to
their sales volume
TYPES OF RETAILS OUTLETS
Class Average Monthly Business
A Above 10000
B 5000-10000
C Upto 5000
Margin of retailers is always higher than stockiest
Retailers are the one who have direct contact with the customers
Dabur Foods has a distribution network that covers 175 towns and 75
thousand retail outlets making its product available to the consumers across
the country at ease
TYPES OF RETAIL MARKET
The retail market can be classified on the basis of magnitude of retail
SCATTERED MARKET
Lesser no of outlets and
Extensive outlets
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50
BLOCK MARKET
Large no of retail outlets in chunk
SUPER MARKET
Through their superior information logistical systems and buying power deliver
good service and immense volumes of products at attractive prices
CHAIN OUTLETS
Having more than one key outlet all across with a single control unit and central
purchasing strategy
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51
M PRODUCT LINE
Foods
Real
Real Activ
Hommade
Lemoneez
Capsico
Health Care
Baby Care
Dabur Lal Tail
Dabur Baby Olive Oil
Dabur Janma Ghunti
Health Supplements
Dabur Chyawanprash Dabur Glucose D
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Digestives
Hajmola Yumstick
Hajmola Mast Masala
Anardana
Hajmola
Hajmola Candy
Hajmola Candy Fun2
Pudin Hara (Liquid and Pearls)
Pudin Hara G
Dabur Hingoli
Natural Cures
Shilajit Gold
Nature Care Sat Isabgol
Shilajit
Ring Ring
Itch Care
Backaid
Shankha Pushpi Dabur Balm
Sarbyna Strong
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53
Personal Care
Hair Care Oil
Amla Hair Oil
Amla Lite Hair Oil
Vatika Hair Oil
Anmol Sarson Amla
Hair Care Shampoo
Anmol Silky Black Shampoo
Vatika Henna Conditioning Shampoo
Vatika AntiDandruff Shampoo
Anmol Natural Shine Shampoo
Oral Care
Dabur Red Gel
Dabur Red Toothpaste
Babool Toothpaste
Dabur Lal Dant Manjan
Dabur Binaca
Toothbrush
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55
Dabur Amongst Top Three Most
Respected FMCG Companies
Dabur Real Bags Gold In Readers
Digest Trusted Brand Awards
Dabur Figures In Top Great PlaceTo Work 2006 List
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56
Dabur has been ranked
amongst Indias Most
Innovative Companies by
a Business Today-Monitor
Group survey
Hajmola has been ranked
34th in Indiarsquos 100 Most
Valuable Brands list
Hajmola one of the
strongest brands in
Daburs portfolio
has been listed
among the Top 18
Iconic Brands in
India that have
stood the test oftime
Dabur Indiarsquos fruit juice
brand Reacuteal awarded the
Three Dabur brands --
Hajmola Dabur Amla and
Hajmola moves up
11 spots to take the
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57
Readerrsquos Digest Gold
Trusted Brand Award
2008 in the food amp
beverages category
Vatika -- have debuted in
the Economic Times
Brand Equitys Most
Trusted Brands 2008 list
Besides Dabur Foods has
climbed up to take the
40th spot
34th position
among Indias Top
100 Most Valuable
Brands of 2008
released by 4Ps and
ICMR
Dabur India Ltd has been ranked 28th in the list of Indias Top 50 Most
valuable (Company) Brands by Brand Finance
newu was voted the Most
Admired New Retail
Launch of the year at
Images Retail Awards
Dabur India CEO Mr
Sunil Duggal was named
Best Corporate Leader of
2008 at the BampE
Leadership and Excellence
Dabur India Ltd
was ranked the
Business Leader in
the FMCG -
Personal Care
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58
Awards Category at the
NDTV Profit
Business
Leadership Award
2008
Dabur India Ltd CEO Mr
Sunil Duggal has been
ranked among Indias
Most valueable CEOs by
Business World
Dabur India Ltd has been listed among the Super
100 of India Inc prepared by Business India
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59
Dedicated to the health and well being of every household
This is our company We accept personal responsibility and accountability to meet business needs
We all are leaders in our area of responsibility with a deep commitment to deliver results We are determined to be the best at doing what matters most
People are our most important asset We add value through result driven training and we encourage amp reward excellence
We have superior understanding of consumer needs and develop products to fulfill them better
We work together on the principle of mutual trust amp transparency in a boundary-less organisation We are intellectually honest in advocating proposals includingrecognizing risks
Continuous innovation in products amp processes is the basis of our success
We are committed to the achievement of business success with integrity We are honest with consumers with business partners and with each other
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60
INTRODUCTION OF DABUR CHYWANPRASH
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Dabur Chyawanprash the trusted name for your entire familys health
Dabur Chyawanprash has anti-oxidant properties amp strengthens your bodysinternal defense mechanism the immune system thereby protecting you fromeveryday infections cough cold amp stress etc
At a time when flu and viruses are everywhere your immunity system provides the best prevention from these deadly diseases Chyawanprash a time-tested age-
old formulation has a number of herbs like Amla known to be one of the bestantioxidants Giloy (Guduchi) known to have immuno modulatory properties andhas more than 40 other natural ingredients to boost immunity
Dabur Chyawanprash The Health Giver
Derived from 2500-year-old Ayurvedic formula
Totally chemical-free natural and safe Powerful combination of herbs and plant extracts in a
base of Amla fruit pulp Refined by Dabur to provide traditional goodness with best quality
Reinforces the immune system amp helps fight disease Trusted health provider of a majority of Indian households
Usage
Dabur Chyawanprash has a tangy sweet-sour taste and the consistency of jamIt can be taken directly or with milk and as bread spread In all cases itstherapeutic properties remain stable and active In winters have a glass ofwarm milk after having Chyawanprash In summers have a glass of cold milkafter having Chyawanprash
Dose
1-2 teaspoonful
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STP ANALYSIS OF DABUR CHYAWANPRASH
SEGMENTATION
Dabur Chyawanprash is the market leader in the Chyawanprash segment It
comes under the category of health supplements The segments that it considers
are growing kids competitive youth ever busy housewives and the aged
For the growing kids In todays competitive environment the children are under
high pressure to excel
For the competitive youth Modern life keeps the youth busy and demands them
to be active and efficient
For ever-busy housewives The homemaker needs to be fit in order to shoulder
all responsibilities
For the aged Old age weakens a person physically and mentally
After segmenting the population into these categories it aims to keep them fit
and healthy
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TARGETING
Traditionally chyawanprash was supposed to be a health supplement for the
aged and kids Dabur Chyawanprash (DCP) is now targeting adults housewives
youth and kids This it is trying to achieve through its promotion activities by
making Amitabh Bacchan and Vivek Oberoi do the endorsement act Amitabh
has been projected as a user of Chyawanprash attempting to establish the
relevance of DCP amongst the adults in todayrsquos demanding lifestyle Vivek who
represents an urban ambitious non-user with a mindset that Chyawanprash is not
for him meets his moment of truth when outperformed by a young
Chyawanprash user thus reaching out to kids His final conversion from a non-
user to a Chyawanprash user connects with the Youth These two ads compliment
each other and connect very well with the targeted consumers
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POSITIONING
Andar se strongrdquo Dabur chyawanprash has the tag line Andar se strongrdquo By
using a natural language instead of scientific language it is able to connect with
the consumers and is able to achieve a better positioning in the minds of the
Indian health conscious consumer A category like Chyawanprash for instance
needs to understand that in employing the category language it loses any chance
of expressing its own benefit distinctively
Holistic Health benefit of Ayurveda Dabur Chyawanprash helps in stimulating
immune system relieving stress improving stamina fighting aging through anti-
oxidant property improving lung function fighting respiratory infections amp
building resistance to disease The brand conveys this health conscious holistic
view of the product
Brand Trust Over 100 years of Daburrsquos experience in Ayurveda ensures selection
processing and quality control of right herbs along with scientific and clinical
studies ndash makes DCP a trustworthy offering for consumers Consumers view DCP
as a product by a trusted brand and therefore do not need to think twice beforemaking a purchasing decisio
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65
MARKETING MIX OF DABUR CHYAWANPRASH
Dabur Chyawanprash is the market leader in the chyawanprash segment and has
achieved this with its innovative product offering pricing strategy easy
availability and promotion campaigns In the marketing mix of Dabur we shall be
discussing the 4 Ps of marketing mix with respect to Dabur Chyawanprash The
mix shall be analyzed as followed
Product
Price
Place
Promotion
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Product Price Promotion Place
bull Product
Variety
bull Quality
bull Design
bull Features
bull Brand
Names
bull Services
bull List Price
bull Discount
bull Financing
Schemes
bull Credit Terms
bull Advertising amp
Promotion
bull Public Relations
bull Sponsorships
bull Internet
Marketing
bull Channels
bull Location
bull Inventory
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67
PRODUCT
Dabur Chyawanprash is the leader in the Chyawanprash category
and enjoys a market share of 61 per cent In 50s Dabur pioneered the
concept of branded Chyawanprash and since has invested heavily in
product development clinical studies and consumer awareness The
product is essentially a health supplement
Known as the ldquoelixir of liferdquo Chyawanprash has (clinically) proven benefits in
maintaining smooth body functioning The principal ingredient Amla (Indian
Gooseberry) acts as an anti-oxidant and immuno-stimulant Dabur Chyawanprash
helps in stimulating immune system relieving stress improving stamina fighting
aging through anti-oxidant property improving lung function fighting respiratory
infections amp building resistance to disease It is these properties that make Dabur
Chyawanprash a preferred choice for its users
Ingredients of Dabur Chyawanprash
Vishwast Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts
Special Vishwast fortified with additional health beneficial herbs like
Keshar Akarkara etc
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Packaging
n
The figure above shows the evolution of the packaging of Dabur Chyawanprash
Dabur continuously innovates the package and branding of its chayawanprash It
launched Dabur Chyawanprash first in 1949 in a tin pack and it was the first
branded Chyawanprash in India Later Dabur came out with its new packet of
Chyawanprash with Amitabh Bachchan as their brand ambassador It also
received ldquoBrand Relaunch of the Year ldquoaward from IMA
Available in
Dabur Chyawanprash is available in three sizes to cater to the needs of different
types of people
1 One kilogram pack
2 500 gram pack
3 250 gram pack
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PRICE
The pricing of Dabur chyawanprash is very competitive Dabur chyawanprash uses
second degree price discrimination ie more the quantity lower the price
1kg Rs19500
500gms Rs11000
250gms Rs 6200
PRICEQUALITY MATRIX
Pricerarr
Quality
darr
High Middle Low
High
Luxury
Segment
Ideal For
Penetration
DABUR
CHYAWANPRASH
Premiere
Offering
Middle
Overpriced Average Real
Bargain
Low
Make The Sale
and Run
Unhappy
Customers
Cheap
Goods
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70
PLACE
Dabur has a very wide distribution of its products through 16 million retail outlets
and 50 C amp F agents all over India who distribute products to the retailers Adistribution of C amp F agents and manufacturing locations is given below
Daburrsquos distribution network extends beyond India in the following countries as
well
Distribution Network
Central North amp South America
Australia
Asia
Middle East
North amp South Africa
East amp West Europe
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PROMOTION
The main form of promotional activities of Dabur chyawanprash are concentrated
towards advertising and it has neglible sales promotional activities
Advertising
Nothing can happen without establishing the brandrsquos heritage emphasizing
technological prowess explaining benefits and building bonds with prospective
buyers Ads are necessary because the images are still mouldable and fluid and
the consumerrsquos sophistication level is low Dabur chyawanprash is advertised on
print media as well as on television
The company has launched two ads one each with Amitabh and Vivek in
national electronic media followed by a series of print media campaign directed
towards creating awareness to educate people about the holistic benefits of
ChyawanprashThe ads have been created by McCann Ericsson and the company
would be spending close to Rs 10 crore in promotional campaign this year The
ads would also be translated in Bengali These advertisements are supposed to
target the old and the younger generation respectively
Thecompany has launched a new ad with MS Dhoni who is leader of Indian
cricket team
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SWOT ANALYSIS OF DABUR
STRENGTHS
Strong presence in well defined
niches( like value added Hair Oil and
Ayurveda specialities)
Core knowledge of Ayurveda as
competitive advantage
Strong Brand Image
Product Development Strength
Strong Distribution Network
Extensive Supply Chain
IT Initiatives
R amp D ndash a key strength
WEAKNESS
Seasonal Demand( like
chyawanprash in winter and Vatika not
in winter)
Low Penetration(Chyawanprash)
High price(Vatika)
Limited differentiation (Vatika)
Unbranded players account for
the 23rd of the total market(Vatika)
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73
OPPORTUNITIES
Untapped
Market(Chyawanprash)
Market Development
Export opportunities
Innovation
Increasing income level of the
middle class Creating additional consumption
pattern
THREATS
Existing Competition( like
Himani baidyanath and Zandu for
Dabur Chyawanprash and MaricoKeo
Karpin HLL and Bajaj for Vatika Hair Oil)
New Entrants
Threat from substitutes (like
Bryllcream for Vatika hair oil)
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74
OBJECTIVE OF THE STUDY
The major objective of the survey is to collect the data from outlets in the
specified areas where cold drinks are to be sold
To make an assessment of availability of several brands of dabur in
different packs and size in the specified areas
To make an assessment of market presence program of the dabur
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75
Research Methodology
Data collection
Sample unit
1) working people (including men amp women) amp housewife
2) college students
3) school students
4) senior citizens
5) Retailer
Sample size
1 working people amp housewife 30
2 college students 25
3 school students 20
4 senior citizens 15
5 Retailer 10
Sampling techniques
Judgmental sampling techniques used
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76
Sampling region
Sampling region will be DELHI in rural area
Data collection method
1 Primary data It will be collected with the help of a self administered
questionnaire
2 Secondary data it will be collected with the help of books research
papers magazines news papers journals internet etc
3
Research instruments
Questionnaire design
As the questionnaire is self administrated one the survey will be simple and user
friendly Words used in questionnaire will be readily understandable to all
respondent Also technical jargons will be avoided to ensure that there is no
confusion for respondents
Data Analysis - Data analysis will be done with the help of MS Excel and SPSS
Software
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DATA ANALYSIS
DABUR CHYAWANPRASH
1 AWARNESS LEVEL
I
NTERPRETATION-
According to serveyAll person are know the dabur100 person of dabur65
person kmow the Baidyanathamp Dabur 40 people of HimaniBaidyanath and
Dabur 60 person of ZanduHimaniBaidyanath and Dabur
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2 PREFERRED BRAND
INTERPRETATION-
According to servey60 person are preferred dabur product 15 person are
preferred Baidynath product 15 person are preferred Himani product 10 person
are preferred Zandu
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3SATISFACTION LEVEL
INTERPRETATION-
According to servey100 satisfaction level of dabur product 80 satisfaction level
of Baidynath product 80 satisfaction level of Himani product
60 satisfaction level of Zandu product
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4 REASONS FOR SELECTING A PARTICULAR BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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81
5HOW DID YOU COME TO KNOW ABOUT THIS BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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82
6 PREFERRED PACK SIZE
INTERPRETATION-
According to servey50 person are preferred 500gm product 30 person are
preferred 1kg product 20 person are preferred 250gm product
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83
8 REASON TO SELECT PREFERRED PACK SIZE
INTERPRETATION-
According to servey20 person are select product of itrsquos availability pack size
40 person are select product of itrsquos price pack size 25 person are select
product of itrsquos family pack size 15 person are select product of itrsquos storage
pack size
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84
9 FREQUENCY OF
PURCHASE
INTERPRETATION-
According to servey30 People are purchase product after one month 55
People are purchase product after two months 15 People are purchase
product after six months
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COMPETITOR ANALYSIS
The key competitorrsquos of Dabur in the Chyawanprash segment are Baidyanath
Zandu and Himani which together with Dabur have about 85 of Indias domestic
market
Dabur is Indias largest Ayurvedic medicine supplier and the fourth largest
producer of FMCG It was established in 1884 and had grown to a business level
in 2003 of about 650 million dollars per year though only a fraction of that is
involved with Ayurvedic medicine Dabur Chyawanprash (herbal honey) has a
market share of 61We have tried to analyse the competition for Dabur in the
Chyawanprash segment as follows
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The Himani Group
It founded in 1974 provides a diverse range of products doing 110 million dollars
of business annually though only a portion is involved with Ayurvedic products
through its Himani line the company is mainly involved with toiletries and
cosmetics but also provides Chyawanprash and other health productsIts market
share is 12
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CONCLUSIONS
The Chyawanprash Industry is yet to capture the beverage market in full swing Packed Chyawanprash
followed by Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts the market The consumerrsquos patriotic love for tea and coffee is unfared
Chyawanprash are yet to establish their supplement use in the average household here in lies the great
opportunities Within the market it is safe to conclude that dabur has hit off ratherwell with the
masses
dabur has clearly lost it head start advantage and thereby acquiring just 35 of the market share while
others enjoys rest of the market share This could be well attributed to dabor successful ATA
(Availability Taste and Affordability) marketing module the attributes most rated by the consumersLack of publicity has hampered the growth progress of the brand so aggressive advertising is needed to
promote Chyawanprash and vatika hair oil brand
The brands such as that of Chyawanprash by vednath Chyawanprash with its lsquosonacahndi lsquoMinute-
madersquo and also US food giantssDel Monte are ready to hit the Chyawanprash market very soon
As the strategies of the companies keeps on changing be it in Chyawanprash industry a company has
to create perceptions and cover them into realities It is an expensive proposition requiring huge
expenditure on advertising sponsorships and media Thus the ideal company will be the one which
combines the high end technology with consumer insight
As 16 of the excise duty is exempted on food products in this budget Many food companies including
Dabur got benefited from it On the analysis of survey it was found that target Market of Chyawanprash
want quality benefit rather then Price benefit so it is better to stress on quality rather than on
decreasing price to increase sales and profit
To increase market share Dabur should give slight price benefit on Dabur brand so that customers of
other Juice brand should switch from other brand to Dabur brand
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Findings
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey100 satisfaction level of dabur product 80 satisfaction level of
Baidynath product 80 satisfaction level of Himani product 60 satisfaction level of
Zandu product
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis According to servey50 person are preferred 500gm
product 30 person are preferred 1kg product 20 person are preferred 250gm
product
According to servey20 person are select product of itrsquos availability pack size 40
person are select product of itrsquos price pack size 25 person are select product of itrsquos
family pack size 15 person are select product of itrsquos storage pack size
According to servey30 People are purchase product after one month 55 People are
purchase product after two months 15 People are purchase product after six months
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LIMITATIONS
No study is free from limitations The limitations of this study can be
Sample size taken is small and may not be sufficient to predict theresults with 100 accuracy
The result is based on primary and secondary data that has itrsquos own limitations
The study only covers the area of Delhi that may not beapplicable to other areas
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RECOMMENDATIONS
Focus on growing core brands across categories
Reaching out to new geographies within Hapur area
Improve operational efficiencies by leveraging technology
Be the preferred company to meet the health and personal grooming needs of
our target consumers with safe efficacious natural solutions by synthesizing the
deep knowledge of ayurveda and herbs with modern science
Provide consumers with innovative products within easy reach
Vatika hair care centre On the lines of Maricorsquos Kaya Skin Clinic Dabur
could start a venture called Vatika hair care centre which would provide total hair
care solutions It could have hair care experts to solve hair problemsServices could
include dandruff treatment straightening of hair treatment for split endsetc
Position Dabur Chyawanprash as not more of a medicine but as something
which is necessary for health
More initiatives like ldquo Dabur ki Deewarrdquo to increase brand visibility It is an
initiative to occupy shelf space
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BIBLIOGRAPHY
Books
Marketing Management Twelfth Edition ndash Philip Kotler amp Kevin Lane Keller
Websites
wwwgooglecom
wwwdaburcom
wwwtutor2unet
wwwbrandchannelcom
The time of india
Forbs magazing
Hinustan time
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YES NO
7Which pack size do you prefer
YES NO
8On what parameters do you choose this pack size
YES NO
9 how do u increase the company position
YES NO
10 how you increase your company position in market agains other company
YES NO
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7
CERTIFICATE
DECLARATION
ACKNOWLEDGEMENT
PREFACE
TABLE OF CONTENTS
1 EXECUTIVE SUMMARY
2 INTRODUCTION OF DABUR COMPANY
3 OVERVIEW OF FMCG SECTOR IN INDIA
4 THE MARKETING MIX ANDSELLING PROCESS
5 PRODUCT LINE
6 COMPETITOR ANALYSIS
7 SWOT ANALYSIS OF DABUR
8 OBJECTIVE OF THE STUDY
9 RESEARCH METHODOLOGY
10 DATA ANALYSIS
11 CONCLUSIONS
12 FINDINGS
13 LIMITATION
14 RECOMMENDATIONS
15 BIBLIOGRAPHY
16 QUESTIONNAIRE
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8
EXECUTIVE SUMMARY
This report aims at analyzing and reporting on the marketing strategies of Dabur
India Ltd (DIL) for the brands Dabur Chyawanprash Pioneering role that it has
played in the evolution of the categories it has had a presence in Dabur
Chyawanprash is the leader in the Chyawanprash category and enjoys a market
share of 61 per cent In 50s Dabur pioneered the concept of branded
Chyawanprash and since has invested heavily in product development clinical
studies and consumer awareness The product is essentially a health supplement
This report is not aiming at the overall marketing mix or the marketing strategy of
Dabur India Ltd but is an attempt to analyse the marketing mix of Dabur
Chyawanprash
The report also enlists various recommendations based on BCG Growth Share
Matrix analysis Ansoffrsquos Product Matrix Expansion Grid SWOT Analysis etc This
analysis has been done on the basis of the information gathered from the
company website and other online resources and books and articles
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9
COMPANY OVERVIEW
Over its 120 years of existence the Dabur brand has stood for goodness through a
natural lifestyle An umbrella name for a variety of products ranging from hair
care to honey Dabur has consistently ranked among Indiarsquos top brands Its brands
are built on the foundation of trust that a Dabur offering will never cause one
harm
The trust levels that this brand enjoys are phenomenally high While Ries and
Trout may ask ldquoWhat does Dabur stand formdashshampoo or digestive tabletsrdquo The
answer is fairly simple it stands for Indiarsquos fourth largest fast moving consumer
goods company that both consumers and trade respect and trust unequivocally
and which has an annual turnover of over Rs 15 billion
The company has kept an eye on new generations of customers with a range of
products that cater to a modern lifestyle while managing not to alienate earlier
generations of loyal customers
Dabur is an investor friendly brand as its financial performance shows There is an
abundance of information for its investors and prospective information including
a daily update on the share price (something that very few Indian brands do)
Therersquos a great sense of responsibility for investorsrsquo funds on view This is a direct
extension of Daburrsquos philosophy of taking care of its constituents and it adds to
the sense of trust for the brand overall
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10
Dabur India Limited has marked its presence with some very significant
achievements and today commands a market leadership status Our story of
success is based on dedication to nature corporate and process hygiene dynamic
leadership and commitment to our partners and stakeholders The results of our
policies and initiatives speak for themselves
Leading consumer goods company in India with a turnover of Rs223372
Crore (FY07)
2 major strategic business units (SBU) - Consumer Care Division (CCD)
and Consumer Health Division (CHD)
3 Subsidiary Group companies - Dabur Foods Dabur Nepal and Dabur
International and 3 step down subsidiaries of Dabur International - Asian
Consumer Care in Bangladesh African Consumer Care in Nigeria and Dabur
Egypt
13 ultra-modern manufacturing units spread around the globe
Products marketed in over 50 countries
Wide and deep market penetration with 47 CampF agents more than 5000
distributors and over 15 million retail outlets all over India
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11
1884 Birth of Dabur
1896 Setting up a manufacturing plant
Early
1900sAyurvedic medicines
1919Establishment of research
laboratories
1920 Expands further
1936 Dabur India (Dr SK Burman) Pvt Ltd
1972 Shift to Delhi
1979Sahibabad factory Dabur Research
Foundation
1986 Public Limited Company
1992 Joint venture with Agrolimen of Spain
1993 Cancer treatment
1994 Public issues
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12
1995 Joint Ventures
1996 3 separate divisions
1997 Foods Division Project STARS
1998 Professionals to manage the Company
2000 Turnover of Rs1000 crores
2003 Dabur demerges Pharma Business
2005 Dabur aquires Balsara
2005Dabur announces Bonus after 12
years
2006Dabur crosses $2 Bin market Cap
adopts US GAAP
2006 Approves FCCBGDRADR up to $200
million
2007 Celebrating 10 years of Real
2007 Foray into organised retail
2007 Dabur Foods Merged With Dabur
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13
India
2008 Acquires Fem Care Pharma
2009Dabur Red Toothpaste joins Billion Rupee Brand club
2010Dabur makes its first overseas acquisition
2011 Dabur enters professional skin care market
2011Dabur India acquires 30-Plus from Ajanta Pharma
2012 Dabur crosses Billion-Dollar Turnover Mark
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14
Founding Thoughts
What is that li fe worth which cannot bri ng comfor t to others
The doorstep Daktar The story of Dabur began with a small
but visionary endeavour by Dr S K Burman a physician
tucked away in Bengal His mission was to provide effective
and affordable cure for ordinary people in far-flung villages
With missionary zeal and fervour Dr Burman undertook the
task of preparing natural cures for the killer diseases of those
days like cholera malaria and plague
Soon the news of his medicines traveled and he came
to be known as the trusted Daktar or Doctor who came
up with effective cures And that is how his venture Dabur got its name - derived
from the Devanagri rendition of Daktar Burman Dr Burman set up Dabur in 1884
to produce and dispense Ayurvedic medicines Reaching out to a wide mass of
people who had no access to proper treatment Dr S K Burmans commitment and
ceaseless efforts resulted in the company growing from a fledgling medicine
manufacturer in a small Calcutta house to a household name that at once evokes
trust and reliability
The mission continues
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15
PASSION FOR WINNING
We all are leaders in our area of responsibility with a deep
commitment to deliver results We are determined to be the bestat doing what matters most
Milestones to success
Dabur India Ltd made its beginnings with a small pharmacy but
has continued to learn and grow to a commanding status in the
industry The Company has gone a long way in popularising and
making easily available a whole range of products based on the
traditional science of Ayurveda And it has set very high
standards in developing products and processes that meet
stringent quality norms As it grows even further Dabur will
continue to mark up on major milestones along the way setting
the road for others to follow
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16
1884 - Established by Dr S K Burman at Kolkata
1896 - First production unit established at Garhia
1919 - First RampD unit established
Early 1900s - Production of Ayurvedic medicines
Dabur identifies nature-based Ayurvedic medicines as its area of specialisation
It is the first Company to provide health care through scientifically tested
and automated production of formulations based on our traditional science
1930 - Automation and upgradation of Ayurvedic products
manufacturing initiated
1936 - Dabur (Dr S K Burman) Pvt Ltd Incorporated
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 ancient restorative Chyawanprash is launched in packaged
form and becomes the first branded Chyawanprash in India
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17
1957 - Computerisation of operations initiated
1970 - Entered Oral Care amp 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 is made 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 completes 100 years
1988 - Launches pharmaceutical medicines
1989 - Care with fun
The Ayurvedic digestive formulation is converted into a childrens fun product
with the launch of Hajmola Candy In an innovative move a curative product
is converted to a confectionary item for wider usage
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18
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 Intaxel (Paclitaxel) Dabur
Research Foundation develops an eco-friendly process to extract the drug from
its plant source
1996 - Enters foods business with the launch of Real Fruit Juice
1996 - Real 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 1000 crore mark
Dabur establishes its market leadership status by staging a turnover of
Rs1000 crores Across a span of over a 100 years Dabur has grown from a
small beginning based on traditional health care To a commanding position
amongst an august league of large corporate businesses
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19
2001 - Super specialty drugs
With the setting up of Dabur Oncologys sterile cytotoxic facility the
Company gains entry into 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
2002 - Dabur record sales of Rs 116319 crore on a net profit of Rs 644
crore
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 this 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 ISO 9002
certification
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20
Science for nature
Reinforcing its commitment to nature and its conservation Dabur Nepal a
subsidiary of Dabur India has set up fully automated greenhouses in Nepal
This scientific landmark helps to produce saplings of rare medicinal plants
that are under threat of extinction due to ecological degradation
2005 - Dabur acquires Balsara
As part of its inorganic growth strategy Dabur India acquires Balsaras
Hygiene and Home products businesses a leading provider of Oral Care and
Household Care products in the Indian market in a Rs 143-crore all-cash
deal
2005 - Dabur announces bonus after 12 years
Dabur India announced issue of 11 Bonus share to the shareholders of the
company ie one share for every one share held The Board also proposed an
increase in the authorized share capital of the company from existing Rs 50
crore to Rs 125 crore
2006 - Dabur crosses $2 bin market cap adopts US GAAP
Dabur India crosses the $2-billion mark in market capitalisation The
company also adopted US GAAP in line with its commitment to follow
global best practices and adopt highest standards of transparency and
governance
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21
2006 - Approves FCCBGDRADR up to $200 million
Moving forward on the inorganic growth path Dabur India decides to raise up
to $200 million from the international market through Bonds FCCBs GDRADR QIPs or any other securitiesThe capital raised will be used to fund
Daburs aggressive growth ambitions and acquisition plans in India and
abroad
2007 - Celebrating 10 years 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 HampB 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 amp Beauty format
2007 - Dabur Foods Merged With Dabur India
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
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22
Dabur has an illustrious Board of Directors who are committed to take the
company onto newer levels of human endeavour in the service of mankind The
Board comprises of
Chairman
Vice-
Chairman
Dr Anand
Burman
Mr Amit Burman
Whole Time Directors
Mr PD Narang Mr Sunil
Duggal
Mr Pradip Burman
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23
Non Whole Time Promoters Directors
Mr Mohit Burman
Independent Directors
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24
His Highness
Maharaja
=Mr P N
Vijay
Mr R C
Bhargava
Dr S Narayan
Sunil DuggalChief Executive Officer
Dabur India Limited
Sunil Duggal took over as the Chief Executive Officer
of Dabur India Limited in June 2002 holding reins of the
organisation he joined in 1995
Mr Duggal started his career as a management trainee in
Wimco Limited in 1981 after getting his Engineering
Degree (Electrical amp Electronics) from BITS Pilani and
Business Management from IIM Calcutta His stint atWimco continued till 1994 with a break in between
when he joined Bennett
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25
Spanning a career of over 20 years Sunil Duggal has travelled widely across Indiaand handled diverse portfolios that have helped him understand the dynamics of
FMCG businesses and market trends He is well versed in the intricacies of Indias
regional diversities and consumer needs
Mr Duggal lives in Delhi with his wife and one child Whenever he gets a break
from his official responsibilities Mr Duggal likes to spend time at home with his
family and an occasional round of golf
Coleman amp Co Ltd for a short period In 1994 he moved to Pepsi Foods as GM
Sales Operation
In 1995 he came into the Dabur family as General Manager (Sales amp Marketing)
of the Family Products Division with products like Dabur Amla Lal Dant Manjan
and Vatika in his portfolio This Division spearheaded the spectacular growth
recorded by Dabur in this period Vatika was also launched during this period and
is now the Companys second biggest brand
With his dynamic spirit and leadership abilities he soon became Vice-President
and SBU-Head of the Family Products Division In July 2000 Mr Duggal was
appointed Director Sales and Marketing of Dabur India Limited And in 2002 he
became the CEO of the Company - a professional with valuable experience to
steer the company ahead in its growth plans
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27
Good corporate governance and transparency in actions of the management is key
to a strong bond of trust with the Companyrsquos stakeholders Dabur understands the
importance of good governance and has constantly avoided an arbitrary decision-
making process Our initiatives towards this end include
Professionalisation of the board
Lean and active Board(reduced from 16 to 10 members)
Less number of promoters on the Board
More professionals and independent Directors for better management
Governed through Board committees for Audit Remuneration Shareholder
Grievances Compensation and Nominations
Meets all Corporate Governance Code requirements of SEBI
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28
When our Founder Dr S K Burman first established Dabur he had a vision that
saw beyond the profit motive In his words What is that life worth which cannot
bring comfort to others This ideal of a humane and equitable society led to
initiatives taken to give back some part of what Dabur has gained from the
community
Our major initiatives in the Social sector include
Establishment of the Sustainable Development Society or Sundesh in 1993
- a non-profit organisation to promote research and welfare activities in rural
areas
Promoting health and hygiene amongst the underpriviledged through the
Chunni Lal Medical Trust and
Organising the Plant for Life programme for schoolchildren - to create
environmental awareness amongst young minds
Our commitment to Environment
Ancient wisdom of conservation
From times immemorial Indian sages and men of wisdom have understood and
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29
appreciated the value of nature and its conservation Our ancestors recognised
that if we grabbed from nature beyond what was healthy it would lead to all
round degradation and even the extinction of humanity That is why nature was
sanctified and worshipped in the form of gods and goddesses
Dabur upholds the tradition
Today we at Dabur also value natures bounty Without the fruits of nature the
vision of Dabur would never have been fulfilled And that is the reason for our
unfailing commitment to ecological conservation and regeneration We would like
to follow the principles of our ancient texts which say
Dehi me dadami te - you give me and I give you
Back to Nature
Rare herbs and medicinal plants are our most valuable resource from which all
our products are derived Due to overexploitation of these resources and
unsustainable practices these plants and herbs are fast reaching the point of
extinction In view of this critical situation Dabur has initiated some significant
programmes for ecological regeneration and protection of endangered plantsecies
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Plants for Life
We have set up the Plants for Life project in the mountainous regions of the
Himalayas Under the project a high-tech greenhouse facility has been set up for
developing saplings of rare and endangered medicinal plants Fully computer-
controlled and monitored this greenhouse maintains the highly critical
environmental parameters required for their survival We are also developing
quality saplings of more than 20 herbs 8 of them endangered through micro
propagation
In addition satellite nurseries spread across mountain villages and
contract cultivation of medicinal herbs helps in maintaining the ecological
balance These measures have also helped provide local cultivators the scientific
knowledge for harvesting herbs and a steady source of income So that they are
not forced to exploit the environment to earn a livelihood
Living a Green Heritage
These are significant steps that can contribute to a better world for coming
generations To whom we would like to bequeath a world not bereft of nature
But full of flowering and fruit bearing trees animals birds and humans living in
good health and complete harmony
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31
Kashambi Corporate Office
Corporate Office
Kaushambi
Ghaziabad - 201010
Uttar Pradesh India
Tel
+91 (0120) 3982000 (30 Lines)
+91 (0120) 3001000 (30 Lines)
Registered Office
83 Asaf Ali Road
ew Delhi ndash 110 002
Tel +91 (011) 23253488
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DABUR WORLD WIDE
Daburs mission of popularizing a natural lifestyle transcends national boundaries Today
there is global awareness of alternative medicine nature-based and holistic lifestyles and
an interest in herbal products Dabur has been in the forefront of popularizing this
alternative way of life marketing its products in more than 50 countries all over the
world
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Our products World Wide
We have spread ourselves wide and deep to be in close touch with our overseas
consumers
Offices and representatives in Europe America and Africa
A special herbal health care and personal care range successfully selling in
markets of the Middle East Far East and several European countries
Inroads into European and American markets that have good potential due to
resurgence of the back-to-nature movement
Export of Active Pharmaceutical Ingredients (APIs) manufactured under strict
international quality benchmarks to Europe Latin America Africa and other Asian
countries
Export of food and textile grade natural gums extracted from traditional plant
sources
Partnerships and Production
Strategic partnerships with leading multinational food and health care
companies to introduce innovations in products and services
Manufacturing facilities spread across 3 overseas locations to optimise
production by utilising local resources and the most modern technology available
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OVERVIEW OF FMCG SECTOR IN INDIA
The Indian FMCG sector is
the fourth largest sector
in the economy with a
total market size in excess
of US$ 131 billion It has
a strong MNC presence
and is characterised by a
well-established
distribution network
intense competition
between the organised and
unorganised segments and
low operational cost Availability of key raw materials cheaper labour costs and
presence across the entire value chain gives India a competitive advantageThe FMCG market is set to treble from US$ 116 billion in 2003 to US$ 334
billion in 2015 Penetration level as well as per capita consumption in most
product categories like jams toothpaste skin care hair wash etc in India is low
indicating the untapped market potential Burgeoning Indian population
particularly the middle class and the rural segments presents an opportunity to
makers of branded products to convert consumers to branded products Growth is
also likely to come from consumer upgrading in the matured product categories
With 200 million people expected to shift to processed and packaged food by
2010 India needs around US$ 28 billion of investment in the food-processing
industry
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India is one of the largest emerging markets with a population of over one billion
India is one of the largest economies in the world in terms of purchasing power
and has a strong middle class base of 300 millionAround 70 per cent of the total
households in India (188 million) resides in the rural areas The total number of
rural households are expected to rise from 135 million in 2001-02 to 153 million
in 2009-10 This presents the largest potential market in the world The annual
size of the rural FMCG market was estimated at around US$ 105 billion in 2001-
02 With growing incomes at both the rural and the urban level the market
potential is expected to expand further
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TMarketing Mi
Product Place
Target
Market
Price Promotion
The firm attempts to generate a positive response in the target market by blending
these four marketing mix variables in an optimal manner
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A Summary Table of the Marketing Mix
The following table summarizes the marketing mix decisions including a list of
some of the aspects of each of the 4Ps
Summary of Marketing Mix Decisions
Product Price Place Promotion
Functionality
Appearance
Quality
Packaging
Brand
Warranty
ServiceSuppor
t
List price
Discounts
Allowances
Financing
Leasing
options
Channel members
Channel
motivation
Market coverage
Locations
Logistics
Service levels
Advertising
Personal
selling
Public
relations
Message
Media
Budget
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DABUR FOODS SELLING PROCESS
Dabur food process of selling starts from stockiest
CampFA dose not have any process to play in the process of selling of dabur
foods products They are just Clearing amp Forwarding Agents they store the
manufacturing products and then supply it to stockiest
Stockiest pay the money to dabur foods through demand draft
Stockiest further sells the products to retailers
Retailer finally sells the products to consumers
MARKETING HOW DABUR FOODS IS USING MIX
Product
Appearance Dabur tries to make its products appear very attractive
Quality Quality of the product is really unmatchable as it is tested number of
times and its products are processed using very advanced machinery and
technology
Packaging Dabur products packaging is done in such a way that its juices does
not get expired before 6 months inspite of perishable products
Brand Dabur itself is a very reputed and well known brand in the market and its
Real juice is also known all over India
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Warranty Dabur as such does not gives any warranty but if there is any problem
in its products before expiry then they replace the product
ServiceSupport Dabur foods provide full support to its stockiest retailers and
consumers what so ever the problem is
Price
List price Dabur decide its price according to its competitors and the price
structure is different for retailers and stockiest
Discounts There are different discounts for retailers stockiest and consumer from
time to time
Allowances Special allowances are gicen to stockiest sales man if he acives his
targets
Place
Channel members Channel members or business partners of dabur are its
stockiest retailers
Channel motivation Channel motivation for dabur is pull and push strategy
Market coverage Dabur Foods has a distribution network that covers 175 towns
and 75 thousand retail outlets making its product available to the consumers across
the country at ease
Locations Dabur foods try to cover or tries to place its products in each and every
shop and every location
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Promotion
Advertising Dabur products are advertised through television newspapers
magazine etc
Personal selling Dabur hardly do any personal selling except in tent shows and
road shows Same for less amp more for same
Media Media of promotion is TV Radio newspapers magazine
Budget Budget is Decided by finance team for different strategic business unit
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Critique of selling
In theory the purpose of selling is to help a customer realize his or her goals in an
economic fashion However in reality this is not always the case Customers can be influenced to purchase a product or service that initially was not of interest to
them Some salespeople are trained in the art of selling customers things they dont
need
Take for example the purchasing of a car a consumer may have a set of cars in
mind (called an evoked set) that she feels match her needs wants and budget She
may seek the advice of a salesperson given that a salesperson can help her realize
the right car given those criteria This can be a socially useful function salespeople
have specialized knowledge of products that can help consumers make an informed
decision However a salesperson may also talk a consumer into purchasing a more
expensive or perhaps larger car then she needs or can afford In this context the
salesperson may have usefully helped the customer re-evaluate her needs thereby
establishing a new set of appropriate choices among which included the newer orlarge car This again would be a helpful and useful service provided by the
salesperson However it is sometimes the case that customers purchase a product
or service that was not initially intended and remains an inappropriate purchase
after the fact On the other hand the consumer in this scenario can be held partially
responsible for the inappropriate purchase indeed A fool and his money are soon
parted (PT Barnum English proverbs)
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This dysfunctional behavior is encouraged by
Incentives of salespeople to increase their total number of sales especially where
retailers keep track of sales or offer commission-based salaries
Incentives from the manufactures of products or the companies of service
providers to salespeople to sell their products where other similar products
offered by competitors are offered
The incentive to sell a customer a product that is in need of being cleared
out despite the fact that a customer may be better to wait for the new
product
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Channel Of Distributions
Manufacturing Plant
Clearing and forwarding agent (different regions)
Stockist A Stockist B Stockist C
Retailers Retailers Retailers Retailers Retailers Retailers
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CONSUMERS
The above diagram it shows channel of distribution of dabur foods here first the products are manufactured and from Manufacturing plants the packed goods are
supplied to Clearing And Forwarding Agents(CampFA) and from here the goods are
then further supplied to number of Stockiest or Distributors from here goods
reaches to large number of Retailers and it is the duty of Stockiest to take orders
from retailers and then supply the goods to them this work is generally done by
stockiest salesman through ready stock or by taking orders first and then placing
the order From here the goods finally reaches to Customers Customer purchases
the product from retailers
This was the basic Channel of Distribution used by Dabur Foods now I will throw
light on each channel of distribution of Dabur Foods
Supply Chain Management
Supply chain management starts before physical distribution it involves procuring
the right inputs (raw materials components and capital equipment) converting
them into finished products and dispatching them to the final destinations The
supply chain perspective can help identify superior suppliers and distributors and
help them improve productivity which ultimately brings down the companyrsquos
costs
A broader view sees a company at the center of a value network that
includes its suppliers its immediate customers and their end customers The value
network includes valued relations with others such as university researchers
government approval agencies and so on
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MANUFACTURING PLANT
Dabur Foods has Number of products in its product line but its main area of
interest or the product on which they concentrate the most is Real Juice amp Coolers
Dabur has its manufacturing plant at Nepal and at Jaipur where juice is
manufactured and tested
PROCUREMENT amp TRANSPORT
Getting the raw material and packaging material requirement from the
production unit in charge
Constant updates on the procurement of materials and transport details
Production details and ingredient content information from the different personnel and coordinating this activity
PACKAGING
Approval and coordination of the supply of packaging material to the
production unit
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CLEARING AND FORWARDING AGENTA (CampFA)
From manufacturing plant the stock is transported or supplied to clearing
and forwarding agents
Clearing and Forwarding Agents is a third party and Dabur gives contract to
them so company has nothing to do in building the relationship with them
Here CampFA keep or stock the goods with them
They charge dabur for stocking the good and even dabur donrsquot mind doing
so as it is a measure of cost cutting as well as there is no need for gowdowns
and maintenance
For Ghazizbad Meerut Delhi NCR there is one CampFA whish is situated in
Mohan Nagar here all goods which dabur foods hare kept here
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STOCKIEST OR DISTRIBUTORS
Stockiest store the products in their godowns CampFA supplies the goods to
them as per their order
Stockiest has some sales men working under him they are known as
stockiest sales man Their work is to place the products in the market and
take order from retailers and then supply goods to them
Sales man either take ready stock with them or they first take orders and
then supply goods later on
There is a beat which is a schedule route of sales man means sales man has
to daily cover the route as mention in the beat
Merchandising making products visible pasting posters putting banners
and seeing that goods are properly placed in the retail outlets is also the duty
of stockiest sales man
Companiesrsquo sales officer keeps a check on the stockiest and monthly report
is also prepared which is further analyzed by ASM amp ZSM
In Noida Dabur has 1 stockist and in Ghaziabad 1
RETAILERS
Retailers are backbone of the company as they are the one who can take the
product on new heights or can bring it down to toes
Stockiest supplies goods to retailers and tries Persuading retailers to give the
brand special displays (using merchandising tools) to get affective brand
presence and arranging it in more noticeable manner
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49
Classification of outlets in different type of markets is different according to
their sales volume
TYPES OF RETAILS OUTLETS
Class Average Monthly Business
A Above 10000
B 5000-10000
C Upto 5000
Margin of retailers is always higher than stockiest
Retailers are the one who have direct contact with the customers
Dabur Foods has a distribution network that covers 175 towns and 75
thousand retail outlets making its product available to the consumers across
the country at ease
TYPES OF RETAIL MARKET
The retail market can be classified on the basis of magnitude of retail
SCATTERED MARKET
Lesser no of outlets and
Extensive outlets
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50
BLOCK MARKET
Large no of retail outlets in chunk
SUPER MARKET
Through their superior information logistical systems and buying power deliver
good service and immense volumes of products at attractive prices
CHAIN OUTLETS
Having more than one key outlet all across with a single control unit and central
purchasing strategy
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51
M PRODUCT LINE
Foods
Real
Real Activ
Hommade
Lemoneez
Capsico
Health Care
Baby Care
Dabur Lal Tail
Dabur Baby Olive Oil
Dabur Janma Ghunti
Health Supplements
Dabur Chyawanprash Dabur Glucose D
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Digestives
Hajmola Yumstick
Hajmola Mast Masala
Anardana
Hajmola
Hajmola Candy
Hajmola Candy Fun2
Pudin Hara (Liquid and Pearls)
Pudin Hara G
Dabur Hingoli
Natural Cures
Shilajit Gold
Nature Care Sat Isabgol
Shilajit
Ring Ring
Itch Care
Backaid
Shankha Pushpi Dabur Balm
Sarbyna Strong
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Personal Care
Hair Care Oil
Amla Hair Oil
Amla Lite Hair Oil
Vatika Hair Oil
Anmol Sarson Amla
Hair Care Shampoo
Anmol Silky Black Shampoo
Vatika Henna Conditioning Shampoo
Vatika AntiDandruff Shampoo
Anmol Natural Shine Shampoo
Oral Care
Dabur Red Gel
Dabur Red Toothpaste
Babool Toothpaste
Dabur Lal Dant Manjan
Dabur Binaca
Toothbrush
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Dabur Amongst Top Three Most
Respected FMCG Companies
Dabur Real Bags Gold In Readers
Digest Trusted Brand Awards
Dabur Figures In Top Great PlaceTo Work 2006 List
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Dabur has been ranked
amongst Indias Most
Innovative Companies by
a Business Today-Monitor
Group survey
Hajmola has been ranked
34th in Indiarsquos 100 Most
Valuable Brands list
Hajmola one of the
strongest brands in
Daburs portfolio
has been listed
among the Top 18
Iconic Brands in
India that have
stood the test oftime
Dabur Indiarsquos fruit juice
brand Reacuteal awarded the
Three Dabur brands --
Hajmola Dabur Amla and
Hajmola moves up
11 spots to take the
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57
Readerrsquos Digest Gold
Trusted Brand Award
2008 in the food amp
beverages category
Vatika -- have debuted in
the Economic Times
Brand Equitys Most
Trusted Brands 2008 list
Besides Dabur Foods has
climbed up to take the
40th spot
34th position
among Indias Top
100 Most Valuable
Brands of 2008
released by 4Ps and
ICMR
Dabur India Ltd has been ranked 28th in the list of Indias Top 50 Most
valuable (Company) Brands by Brand Finance
newu was voted the Most
Admired New Retail
Launch of the year at
Images Retail Awards
Dabur India CEO Mr
Sunil Duggal was named
Best Corporate Leader of
2008 at the BampE
Leadership and Excellence
Dabur India Ltd
was ranked the
Business Leader in
the FMCG -
Personal Care
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58
Awards Category at the
NDTV Profit
Business
Leadership Award
2008
Dabur India Ltd CEO Mr
Sunil Duggal has been
ranked among Indias
Most valueable CEOs by
Business World
Dabur India Ltd has been listed among the Super
100 of India Inc prepared by Business India
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Dedicated to the health and well being of every household
This is our company We accept personal responsibility and accountability to meet business needs
We all are leaders in our area of responsibility with a deep commitment to deliver results We are determined to be the best at doing what matters most
People are our most important asset We add value through result driven training and we encourage amp reward excellence
We have superior understanding of consumer needs and develop products to fulfill them better
We work together on the principle of mutual trust amp transparency in a boundary-less organisation We are intellectually honest in advocating proposals includingrecognizing risks
Continuous innovation in products amp processes is the basis of our success
We are committed to the achievement of business success with integrity We are honest with consumers with business partners and with each other
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INTRODUCTION OF DABUR CHYWANPRASH
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Dabur Chyawanprash the trusted name for your entire familys health
Dabur Chyawanprash has anti-oxidant properties amp strengthens your bodysinternal defense mechanism the immune system thereby protecting you fromeveryday infections cough cold amp stress etc
At a time when flu and viruses are everywhere your immunity system provides the best prevention from these deadly diseases Chyawanprash a time-tested age-
old formulation has a number of herbs like Amla known to be one of the bestantioxidants Giloy (Guduchi) known to have immuno modulatory properties andhas more than 40 other natural ingredients to boost immunity
Dabur Chyawanprash The Health Giver
Derived from 2500-year-old Ayurvedic formula
Totally chemical-free natural and safe Powerful combination of herbs and plant extracts in a
base of Amla fruit pulp Refined by Dabur to provide traditional goodness with best quality
Reinforces the immune system amp helps fight disease Trusted health provider of a majority of Indian households
Usage
Dabur Chyawanprash has a tangy sweet-sour taste and the consistency of jamIt can be taken directly or with milk and as bread spread In all cases itstherapeutic properties remain stable and active In winters have a glass ofwarm milk after having Chyawanprash In summers have a glass of cold milkafter having Chyawanprash
Dose
1-2 teaspoonful
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STP ANALYSIS OF DABUR CHYAWANPRASH
SEGMENTATION
Dabur Chyawanprash is the market leader in the Chyawanprash segment It
comes under the category of health supplements The segments that it considers
are growing kids competitive youth ever busy housewives and the aged
For the growing kids In todays competitive environment the children are under
high pressure to excel
For the competitive youth Modern life keeps the youth busy and demands them
to be active and efficient
For ever-busy housewives The homemaker needs to be fit in order to shoulder
all responsibilities
For the aged Old age weakens a person physically and mentally
After segmenting the population into these categories it aims to keep them fit
and healthy
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TARGETING
Traditionally chyawanprash was supposed to be a health supplement for the
aged and kids Dabur Chyawanprash (DCP) is now targeting adults housewives
youth and kids This it is trying to achieve through its promotion activities by
making Amitabh Bacchan and Vivek Oberoi do the endorsement act Amitabh
has been projected as a user of Chyawanprash attempting to establish the
relevance of DCP amongst the adults in todayrsquos demanding lifestyle Vivek who
represents an urban ambitious non-user with a mindset that Chyawanprash is not
for him meets his moment of truth when outperformed by a young
Chyawanprash user thus reaching out to kids His final conversion from a non-
user to a Chyawanprash user connects with the Youth These two ads compliment
each other and connect very well with the targeted consumers
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POSITIONING
Andar se strongrdquo Dabur chyawanprash has the tag line Andar se strongrdquo By
using a natural language instead of scientific language it is able to connect with
the consumers and is able to achieve a better positioning in the minds of the
Indian health conscious consumer A category like Chyawanprash for instance
needs to understand that in employing the category language it loses any chance
of expressing its own benefit distinctively
Holistic Health benefit of Ayurveda Dabur Chyawanprash helps in stimulating
immune system relieving stress improving stamina fighting aging through anti-
oxidant property improving lung function fighting respiratory infections amp
building resistance to disease The brand conveys this health conscious holistic
view of the product
Brand Trust Over 100 years of Daburrsquos experience in Ayurveda ensures selection
processing and quality control of right herbs along with scientific and clinical
studies ndash makes DCP a trustworthy offering for consumers Consumers view DCP
as a product by a trusted brand and therefore do not need to think twice beforemaking a purchasing decisio
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MARKETING MIX OF DABUR CHYAWANPRASH
Dabur Chyawanprash is the market leader in the chyawanprash segment and has
achieved this with its innovative product offering pricing strategy easy
availability and promotion campaigns In the marketing mix of Dabur we shall be
discussing the 4 Ps of marketing mix with respect to Dabur Chyawanprash The
mix shall be analyzed as followed
Product
Price
Place
Promotion
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66
Product Price Promotion Place
bull Product
Variety
bull Quality
bull Design
bull Features
bull Brand
Names
bull Services
bull List Price
bull Discount
bull Financing
Schemes
bull Credit Terms
bull Advertising amp
Promotion
bull Public Relations
bull Sponsorships
bull Internet
Marketing
bull Channels
bull Location
bull Inventory
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PRODUCT
Dabur Chyawanprash is the leader in the Chyawanprash category
and enjoys a market share of 61 per cent In 50s Dabur pioneered the
concept of branded Chyawanprash and since has invested heavily in
product development clinical studies and consumer awareness The
product is essentially a health supplement
Known as the ldquoelixir of liferdquo Chyawanprash has (clinically) proven benefits in
maintaining smooth body functioning The principal ingredient Amla (Indian
Gooseberry) acts as an anti-oxidant and immuno-stimulant Dabur Chyawanprash
helps in stimulating immune system relieving stress improving stamina fighting
aging through anti-oxidant property improving lung function fighting respiratory
infections amp building resistance to disease It is these properties that make Dabur
Chyawanprash a preferred choice for its users
Ingredients of Dabur Chyawanprash
Vishwast Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts
Special Vishwast fortified with additional health beneficial herbs like
Keshar Akarkara etc
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Packaging
n
The figure above shows the evolution of the packaging of Dabur Chyawanprash
Dabur continuously innovates the package and branding of its chayawanprash It
launched Dabur Chyawanprash first in 1949 in a tin pack and it was the first
branded Chyawanprash in India Later Dabur came out with its new packet of
Chyawanprash with Amitabh Bachchan as their brand ambassador It also
received ldquoBrand Relaunch of the Year ldquoaward from IMA
Available in
Dabur Chyawanprash is available in three sizes to cater to the needs of different
types of people
1 One kilogram pack
2 500 gram pack
3 250 gram pack
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PRICE
The pricing of Dabur chyawanprash is very competitive Dabur chyawanprash uses
second degree price discrimination ie more the quantity lower the price
1kg Rs19500
500gms Rs11000
250gms Rs 6200
PRICEQUALITY MATRIX
Pricerarr
Quality
darr
High Middle Low
High
Luxury
Segment
Ideal For
Penetration
DABUR
CHYAWANPRASH
Premiere
Offering
Middle
Overpriced Average Real
Bargain
Low
Make The Sale
and Run
Unhappy
Customers
Cheap
Goods
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70
PLACE
Dabur has a very wide distribution of its products through 16 million retail outlets
and 50 C amp F agents all over India who distribute products to the retailers Adistribution of C amp F agents and manufacturing locations is given below
Daburrsquos distribution network extends beyond India in the following countries as
well
Distribution Network
Central North amp South America
Australia
Asia
Middle East
North amp South Africa
East amp West Europe
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PROMOTION
The main form of promotional activities of Dabur chyawanprash are concentrated
towards advertising and it has neglible sales promotional activities
Advertising
Nothing can happen without establishing the brandrsquos heritage emphasizing
technological prowess explaining benefits and building bonds with prospective
buyers Ads are necessary because the images are still mouldable and fluid and
the consumerrsquos sophistication level is low Dabur chyawanprash is advertised on
print media as well as on television
The company has launched two ads one each with Amitabh and Vivek in
national electronic media followed by a series of print media campaign directed
towards creating awareness to educate people about the holistic benefits of
ChyawanprashThe ads have been created by McCann Ericsson and the company
would be spending close to Rs 10 crore in promotional campaign this year The
ads would also be translated in Bengali These advertisements are supposed to
target the old and the younger generation respectively
Thecompany has launched a new ad with MS Dhoni who is leader of Indian
cricket team
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SWOT ANALYSIS OF DABUR
STRENGTHS
Strong presence in well defined
niches( like value added Hair Oil and
Ayurveda specialities)
Core knowledge of Ayurveda as
competitive advantage
Strong Brand Image
Product Development Strength
Strong Distribution Network
Extensive Supply Chain
IT Initiatives
R amp D ndash a key strength
WEAKNESS
Seasonal Demand( like
chyawanprash in winter and Vatika not
in winter)
Low Penetration(Chyawanprash)
High price(Vatika)
Limited differentiation (Vatika)
Unbranded players account for
the 23rd of the total market(Vatika)
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OPPORTUNITIES
Untapped
Market(Chyawanprash)
Market Development
Export opportunities
Innovation
Increasing income level of the
middle class Creating additional consumption
pattern
THREATS
Existing Competition( like
Himani baidyanath and Zandu for
Dabur Chyawanprash and MaricoKeo
Karpin HLL and Bajaj for Vatika Hair Oil)
New Entrants
Threat from substitutes (like
Bryllcream for Vatika hair oil)
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74
OBJECTIVE OF THE STUDY
The major objective of the survey is to collect the data from outlets in the
specified areas where cold drinks are to be sold
To make an assessment of availability of several brands of dabur in
different packs and size in the specified areas
To make an assessment of market presence program of the dabur
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75
Research Methodology
Data collection
Sample unit
1) working people (including men amp women) amp housewife
2) college students
3) school students
4) senior citizens
5) Retailer
Sample size
1 working people amp housewife 30
2 college students 25
3 school students 20
4 senior citizens 15
5 Retailer 10
Sampling techniques
Judgmental sampling techniques used
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Sampling region
Sampling region will be DELHI in rural area
Data collection method
1 Primary data It will be collected with the help of a self administered
questionnaire
2 Secondary data it will be collected with the help of books research
papers magazines news papers journals internet etc
3
Research instruments
Questionnaire design
As the questionnaire is self administrated one the survey will be simple and user
friendly Words used in questionnaire will be readily understandable to all
respondent Also technical jargons will be avoided to ensure that there is no
confusion for respondents
Data Analysis - Data analysis will be done with the help of MS Excel and SPSS
Software
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DATA ANALYSIS
DABUR CHYAWANPRASH
1 AWARNESS LEVEL
I
NTERPRETATION-
According to serveyAll person are know the dabur100 person of dabur65
person kmow the Baidyanathamp Dabur 40 people of HimaniBaidyanath and
Dabur 60 person of ZanduHimaniBaidyanath and Dabur
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2 PREFERRED BRAND
INTERPRETATION-
According to servey60 person are preferred dabur product 15 person are
preferred Baidynath product 15 person are preferred Himani product 10 person
are preferred Zandu
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3SATISFACTION LEVEL
INTERPRETATION-
According to servey100 satisfaction level of dabur product 80 satisfaction level
of Baidynath product 80 satisfaction level of Himani product
60 satisfaction level of Zandu product
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4 REASONS FOR SELECTING A PARTICULAR BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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5HOW DID YOU COME TO KNOW ABOUT THIS BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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82
6 PREFERRED PACK SIZE
INTERPRETATION-
According to servey50 person are preferred 500gm product 30 person are
preferred 1kg product 20 person are preferred 250gm product
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8 REASON TO SELECT PREFERRED PACK SIZE
INTERPRETATION-
According to servey20 person are select product of itrsquos availability pack size
40 person are select product of itrsquos price pack size 25 person are select
product of itrsquos family pack size 15 person are select product of itrsquos storage
pack size
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9 FREQUENCY OF
PURCHASE
INTERPRETATION-
According to servey30 People are purchase product after one month 55
People are purchase product after two months 15 People are purchase
product after six months
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COMPETITOR ANALYSIS
The key competitorrsquos of Dabur in the Chyawanprash segment are Baidyanath
Zandu and Himani which together with Dabur have about 85 of Indias domestic
market
Dabur is Indias largest Ayurvedic medicine supplier and the fourth largest
producer of FMCG It was established in 1884 and had grown to a business level
in 2003 of about 650 million dollars per year though only a fraction of that is
involved with Ayurvedic medicine Dabur Chyawanprash (herbal honey) has a
market share of 61We have tried to analyse the competition for Dabur in the
Chyawanprash segment as follows
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The Himani Group
It founded in 1974 provides a diverse range of products doing 110 million dollars
of business annually though only a portion is involved with Ayurvedic products
through its Himani line the company is mainly involved with toiletries and
cosmetics but also provides Chyawanprash and other health productsIts market
share is 12
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CONCLUSIONS
The Chyawanprash Industry is yet to capture the beverage market in full swing Packed Chyawanprash
followed by Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts the market The consumerrsquos patriotic love for tea and coffee is unfared
Chyawanprash are yet to establish their supplement use in the average household here in lies the great
opportunities Within the market it is safe to conclude that dabur has hit off ratherwell with the
masses
dabur has clearly lost it head start advantage and thereby acquiring just 35 of the market share while
others enjoys rest of the market share This could be well attributed to dabor successful ATA
(Availability Taste and Affordability) marketing module the attributes most rated by the consumersLack of publicity has hampered the growth progress of the brand so aggressive advertising is needed to
promote Chyawanprash and vatika hair oil brand
The brands such as that of Chyawanprash by vednath Chyawanprash with its lsquosonacahndi lsquoMinute-
madersquo and also US food giantssDel Monte are ready to hit the Chyawanprash market very soon
As the strategies of the companies keeps on changing be it in Chyawanprash industry a company has
to create perceptions and cover them into realities It is an expensive proposition requiring huge
expenditure on advertising sponsorships and media Thus the ideal company will be the one which
combines the high end technology with consumer insight
As 16 of the excise duty is exempted on food products in this budget Many food companies including
Dabur got benefited from it On the analysis of survey it was found that target Market of Chyawanprash
want quality benefit rather then Price benefit so it is better to stress on quality rather than on
decreasing price to increase sales and profit
To increase market share Dabur should give slight price benefit on Dabur brand so that customers of
other Juice brand should switch from other brand to Dabur brand
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89
Findings
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey100 satisfaction level of dabur product 80 satisfaction level of
Baidynath product 80 satisfaction level of Himani product 60 satisfaction level of
Zandu product
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis According to servey50 person are preferred 500gm
product 30 person are preferred 1kg product 20 person are preferred 250gm
product
According to servey20 person are select product of itrsquos availability pack size 40
person are select product of itrsquos price pack size 25 person are select product of itrsquos
family pack size 15 person are select product of itrsquos storage pack size
According to servey30 People are purchase product after one month 55 People are
purchase product after two months 15 People are purchase product after six months
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LIMITATIONS
No study is free from limitations The limitations of this study can be
Sample size taken is small and may not be sufficient to predict theresults with 100 accuracy
The result is based on primary and secondary data that has itrsquos own limitations
The study only covers the area of Delhi that may not beapplicable to other areas
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91
RECOMMENDATIONS
Focus on growing core brands across categories
Reaching out to new geographies within Hapur area
Improve operational efficiencies by leveraging technology
Be the preferred company to meet the health and personal grooming needs of
our target consumers with safe efficacious natural solutions by synthesizing the
deep knowledge of ayurveda and herbs with modern science
Provide consumers with innovative products within easy reach
Vatika hair care centre On the lines of Maricorsquos Kaya Skin Clinic Dabur
could start a venture called Vatika hair care centre which would provide total hair
care solutions It could have hair care experts to solve hair problemsServices could
include dandruff treatment straightening of hair treatment for split endsetc
Position Dabur Chyawanprash as not more of a medicine but as something
which is necessary for health
More initiatives like ldquo Dabur ki Deewarrdquo to increase brand visibility It is an
initiative to occupy shelf space
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92
BIBLIOGRAPHY
Books
Marketing Management Twelfth Edition ndash Philip Kotler amp Kevin Lane Keller
Websites
wwwgooglecom
wwwdaburcom
wwwtutor2unet
wwwbrandchannelcom
The time of india
Forbs magazing
Hinustan time
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YES NO
7Which pack size do you prefer
YES NO
8On what parameters do you choose this pack size
YES NO
9 how do u increase the company position
YES NO
10 how you increase your company position in market agains other company
YES NO
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8
EXECUTIVE SUMMARY
This report aims at analyzing and reporting on the marketing strategies of Dabur
India Ltd (DIL) for the brands Dabur Chyawanprash Pioneering role that it has
played in the evolution of the categories it has had a presence in Dabur
Chyawanprash is the leader in the Chyawanprash category and enjoys a market
share of 61 per cent In 50s Dabur pioneered the concept of branded
Chyawanprash and since has invested heavily in product development clinical
studies and consumer awareness The product is essentially a health supplement
This report is not aiming at the overall marketing mix or the marketing strategy of
Dabur India Ltd but is an attempt to analyse the marketing mix of Dabur
Chyawanprash
The report also enlists various recommendations based on BCG Growth Share
Matrix analysis Ansoffrsquos Product Matrix Expansion Grid SWOT Analysis etc This
analysis has been done on the basis of the information gathered from the
company website and other online resources and books and articles
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9
COMPANY OVERVIEW
Over its 120 years of existence the Dabur brand has stood for goodness through a
natural lifestyle An umbrella name for a variety of products ranging from hair
care to honey Dabur has consistently ranked among Indiarsquos top brands Its brands
are built on the foundation of trust that a Dabur offering will never cause one
harm
The trust levels that this brand enjoys are phenomenally high While Ries and
Trout may ask ldquoWhat does Dabur stand formdashshampoo or digestive tabletsrdquo The
answer is fairly simple it stands for Indiarsquos fourth largest fast moving consumer
goods company that both consumers and trade respect and trust unequivocally
and which has an annual turnover of over Rs 15 billion
The company has kept an eye on new generations of customers with a range of
products that cater to a modern lifestyle while managing not to alienate earlier
generations of loyal customers
Dabur is an investor friendly brand as its financial performance shows There is an
abundance of information for its investors and prospective information including
a daily update on the share price (something that very few Indian brands do)
Therersquos a great sense of responsibility for investorsrsquo funds on view This is a direct
extension of Daburrsquos philosophy of taking care of its constituents and it adds to
the sense of trust for the brand overall
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10
Dabur India Limited has marked its presence with some very significant
achievements and today commands a market leadership status Our story of
success is based on dedication to nature corporate and process hygiene dynamic
leadership and commitment to our partners and stakeholders The results of our
policies and initiatives speak for themselves
Leading consumer goods company in India with a turnover of Rs223372
Crore (FY07)
2 major strategic business units (SBU) - Consumer Care Division (CCD)
and Consumer Health Division (CHD)
3 Subsidiary Group companies - Dabur Foods Dabur Nepal and Dabur
International and 3 step down subsidiaries of Dabur International - Asian
Consumer Care in Bangladesh African Consumer Care in Nigeria and Dabur
Egypt
13 ultra-modern manufacturing units spread around the globe
Products marketed in over 50 countries
Wide and deep market penetration with 47 CampF agents more than 5000
distributors and over 15 million retail outlets all over India
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11
1884 Birth of Dabur
1896 Setting up a manufacturing plant
Early
1900sAyurvedic medicines
1919Establishment of research
laboratories
1920 Expands further
1936 Dabur India (Dr SK Burman) Pvt Ltd
1972 Shift to Delhi
1979Sahibabad factory Dabur Research
Foundation
1986 Public Limited Company
1992 Joint venture with Agrolimen of Spain
1993 Cancer treatment
1994 Public issues
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12
1995 Joint Ventures
1996 3 separate divisions
1997 Foods Division Project STARS
1998 Professionals to manage the Company
2000 Turnover of Rs1000 crores
2003 Dabur demerges Pharma Business
2005 Dabur aquires Balsara
2005Dabur announces Bonus after 12
years
2006Dabur crosses $2 Bin market Cap
adopts US GAAP
2006 Approves FCCBGDRADR up to $200
million
2007 Celebrating 10 years of Real
2007 Foray into organised retail
2007 Dabur Foods Merged With Dabur
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13
India
2008 Acquires Fem Care Pharma
2009Dabur Red Toothpaste joins Billion Rupee Brand club
2010Dabur makes its first overseas acquisition
2011 Dabur enters professional skin care market
2011Dabur India acquires 30-Plus from Ajanta Pharma
2012 Dabur crosses Billion-Dollar Turnover Mark
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14
Founding Thoughts
What is that li fe worth which cannot bri ng comfor t to others
The doorstep Daktar The story of Dabur began with a small
but visionary endeavour by Dr S K Burman a physician
tucked away in Bengal His mission was to provide effective
and affordable cure for ordinary people in far-flung villages
With missionary zeal and fervour Dr Burman undertook the
task of preparing natural cures for the killer diseases of those
days like cholera malaria and plague
Soon the news of his medicines traveled and he came
to be known as the trusted Daktar or Doctor who came
up with effective cures And that is how his venture Dabur got its name - derived
from the Devanagri rendition of Daktar Burman Dr Burman set up Dabur in 1884
to produce and dispense Ayurvedic medicines Reaching out to a wide mass of
people who had no access to proper treatment Dr S K Burmans commitment and
ceaseless efforts resulted in the company growing from a fledgling medicine
manufacturer in a small Calcutta house to a household name that at once evokes
trust and reliability
The mission continues
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15
PASSION FOR WINNING
We all are leaders in our area of responsibility with a deep
commitment to deliver results We are determined to be the bestat doing what matters most
Milestones to success
Dabur India Ltd made its beginnings with a small pharmacy but
has continued to learn and grow to a commanding status in the
industry The Company has gone a long way in popularising and
making easily available a whole range of products based on the
traditional science of Ayurveda And it has set very high
standards in developing products and processes that meet
stringent quality norms As it grows even further Dabur will
continue to mark up on major milestones along the way setting
the road for others to follow
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16
1884 - Established by Dr S K Burman at Kolkata
1896 - First production unit established at Garhia
1919 - First RampD unit established
Early 1900s - Production of Ayurvedic medicines
Dabur identifies nature-based Ayurvedic medicines as its area of specialisation
It is the first Company to provide health care through scientifically tested
and automated production of formulations based on our traditional science
1930 - Automation and upgradation of Ayurvedic products
manufacturing initiated
1936 - Dabur (Dr S K Burman) Pvt Ltd Incorporated
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 ancient restorative Chyawanprash is launched in packaged
form and becomes the first branded Chyawanprash in India
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17
1957 - Computerisation of operations initiated
1970 - Entered Oral Care amp 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 is made 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 completes 100 years
1988 - Launches pharmaceutical medicines
1989 - Care with fun
The Ayurvedic digestive formulation is converted into a childrens fun product
with the launch of Hajmola Candy In an innovative move a curative product
is converted to a confectionary item for wider usage
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18
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 Intaxel (Paclitaxel) Dabur
Research Foundation develops an eco-friendly process to extract the drug from
its plant source
1996 - Enters foods business with the launch of Real Fruit Juice
1996 - Real 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 1000 crore mark
Dabur establishes its market leadership status by staging a turnover of
Rs1000 crores Across a span of over a 100 years Dabur has grown from a
small beginning based on traditional health care To a commanding position
amongst an august league of large corporate businesses
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19
2001 - Super specialty drugs
With the setting up of Dabur Oncologys sterile cytotoxic facility the
Company gains entry into 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
2002 - Dabur record sales of Rs 116319 crore on a net profit of Rs 644
crore
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 this 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 ISO 9002
certification
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20
Science for nature
Reinforcing its commitment to nature and its conservation Dabur Nepal a
subsidiary of Dabur India has set up fully automated greenhouses in Nepal
This scientific landmark helps to produce saplings of rare medicinal plants
that are under threat of extinction due to ecological degradation
2005 - Dabur acquires Balsara
As part of its inorganic growth strategy Dabur India acquires Balsaras
Hygiene and Home products businesses a leading provider of Oral Care and
Household Care products in the Indian market in a Rs 143-crore all-cash
deal
2005 - Dabur announces bonus after 12 years
Dabur India announced issue of 11 Bonus share to the shareholders of the
company ie one share for every one share held The Board also proposed an
increase in the authorized share capital of the company from existing Rs 50
crore to Rs 125 crore
2006 - Dabur crosses $2 bin market cap adopts US GAAP
Dabur India crosses the $2-billion mark in market capitalisation The
company also adopted US GAAP in line with its commitment to follow
global best practices and adopt highest standards of transparency and
governance
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21
2006 - Approves FCCBGDRADR up to $200 million
Moving forward on the inorganic growth path Dabur India decides to raise up
to $200 million from the international market through Bonds FCCBs GDRADR QIPs or any other securitiesThe capital raised will be used to fund
Daburs aggressive growth ambitions and acquisition plans in India and
abroad
2007 - Celebrating 10 years 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 HampB 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 amp Beauty format
2007 - Dabur Foods Merged With Dabur India
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
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22
Dabur has an illustrious Board of Directors who are committed to take the
company onto newer levels of human endeavour in the service of mankind The
Board comprises of
Chairman
Vice-
Chairman
Dr Anand
Burman
Mr Amit Burman
Whole Time Directors
Mr PD Narang Mr Sunil
Duggal
Mr Pradip Burman
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23
Non Whole Time Promoters Directors
Mr Mohit Burman
Independent Directors
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24
His Highness
Maharaja
=Mr P N
Vijay
Mr R C
Bhargava
Dr S Narayan
Sunil DuggalChief Executive Officer
Dabur India Limited
Sunil Duggal took over as the Chief Executive Officer
of Dabur India Limited in June 2002 holding reins of the
organisation he joined in 1995
Mr Duggal started his career as a management trainee in
Wimco Limited in 1981 after getting his Engineering
Degree (Electrical amp Electronics) from BITS Pilani and
Business Management from IIM Calcutta His stint atWimco continued till 1994 with a break in between
when he joined Bennett
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Spanning a career of over 20 years Sunil Duggal has travelled widely across Indiaand handled diverse portfolios that have helped him understand the dynamics of
FMCG businesses and market trends He is well versed in the intricacies of Indias
regional diversities and consumer needs
Mr Duggal lives in Delhi with his wife and one child Whenever he gets a break
from his official responsibilities Mr Duggal likes to spend time at home with his
family and an occasional round of golf
Coleman amp Co Ltd for a short period In 1994 he moved to Pepsi Foods as GM
Sales Operation
In 1995 he came into the Dabur family as General Manager (Sales amp Marketing)
of the Family Products Division with products like Dabur Amla Lal Dant Manjan
and Vatika in his portfolio This Division spearheaded the spectacular growth
recorded by Dabur in this period Vatika was also launched during this period and
is now the Companys second biggest brand
With his dynamic spirit and leadership abilities he soon became Vice-President
and SBU-Head of the Family Products Division In July 2000 Mr Duggal was
appointed Director Sales and Marketing of Dabur India Limited And in 2002 he
became the CEO of the Company - a professional with valuable experience to
steer the company ahead in its growth plans
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Good corporate governance and transparency in actions of the management is key
to a strong bond of trust with the Companyrsquos stakeholders Dabur understands the
importance of good governance and has constantly avoided an arbitrary decision-
making process Our initiatives towards this end include
Professionalisation of the board
Lean and active Board(reduced from 16 to 10 members)
Less number of promoters on the Board
More professionals and independent Directors for better management
Governed through Board committees for Audit Remuneration Shareholder
Grievances Compensation and Nominations
Meets all Corporate Governance Code requirements of SEBI
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When our Founder Dr S K Burman first established Dabur he had a vision that
saw beyond the profit motive In his words What is that life worth which cannot
bring comfort to others This ideal of a humane and equitable society led to
initiatives taken to give back some part of what Dabur has gained from the
community
Our major initiatives in the Social sector include
Establishment of the Sustainable Development Society or Sundesh in 1993
- a non-profit organisation to promote research and welfare activities in rural
areas
Promoting health and hygiene amongst the underpriviledged through the
Chunni Lal Medical Trust and
Organising the Plant for Life programme for schoolchildren - to create
environmental awareness amongst young minds
Our commitment to Environment
Ancient wisdom of conservation
From times immemorial Indian sages and men of wisdom have understood and
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appreciated the value of nature and its conservation Our ancestors recognised
that if we grabbed from nature beyond what was healthy it would lead to all
round degradation and even the extinction of humanity That is why nature was
sanctified and worshipped in the form of gods and goddesses
Dabur upholds the tradition
Today we at Dabur also value natures bounty Without the fruits of nature the
vision of Dabur would never have been fulfilled And that is the reason for our
unfailing commitment to ecological conservation and regeneration We would like
to follow the principles of our ancient texts which say
Dehi me dadami te - you give me and I give you
Back to Nature
Rare herbs and medicinal plants are our most valuable resource from which all
our products are derived Due to overexploitation of these resources and
unsustainable practices these plants and herbs are fast reaching the point of
extinction In view of this critical situation Dabur has initiated some significant
programmes for ecological regeneration and protection of endangered plantsecies
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Plants for Life
We have set up the Plants for Life project in the mountainous regions of the
Himalayas Under the project a high-tech greenhouse facility has been set up for
developing saplings of rare and endangered medicinal plants Fully computer-
controlled and monitored this greenhouse maintains the highly critical
environmental parameters required for their survival We are also developing
quality saplings of more than 20 herbs 8 of them endangered through micro
propagation
In addition satellite nurseries spread across mountain villages and
contract cultivation of medicinal herbs helps in maintaining the ecological
balance These measures have also helped provide local cultivators the scientific
knowledge for harvesting herbs and a steady source of income So that they are
not forced to exploit the environment to earn a livelihood
Living a Green Heritage
These are significant steps that can contribute to a better world for coming
generations To whom we would like to bequeath a world not bereft of nature
But full of flowering and fruit bearing trees animals birds and humans living in
good health and complete harmony
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Kashambi Corporate Office
Corporate Office
Kaushambi
Ghaziabad - 201010
Uttar Pradesh India
Tel
+91 (0120) 3982000 (30 Lines)
+91 (0120) 3001000 (30 Lines)
Registered Office
83 Asaf Ali Road
ew Delhi ndash 110 002
Tel +91 (011) 23253488
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DABUR WORLD WIDE
Daburs mission of popularizing a natural lifestyle transcends national boundaries Today
there is global awareness of alternative medicine nature-based and holistic lifestyles and
an interest in herbal products Dabur has been in the forefront of popularizing this
alternative way of life marketing its products in more than 50 countries all over the
world
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Our products World Wide
We have spread ourselves wide and deep to be in close touch with our overseas
consumers
Offices and representatives in Europe America and Africa
A special herbal health care and personal care range successfully selling in
markets of the Middle East Far East and several European countries
Inroads into European and American markets that have good potential due to
resurgence of the back-to-nature movement
Export of Active Pharmaceutical Ingredients (APIs) manufactured under strict
international quality benchmarks to Europe Latin America Africa and other Asian
countries
Export of food and textile grade natural gums extracted from traditional plant
sources
Partnerships and Production
Strategic partnerships with leading multinational food and health care
companies to introduce innovations in products and services
Manufacturing facilities spread across 3 overseas locations to optimise
production by utilising local resources and the most modern technology available
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OVERVIEW OF FMCG SECTOR IN INDIA
The Indian FMCG sector is
the fourth largest sector
in the economy with a
total market size in excess
of US$ 131 billion It has
a strong MNC presence
and is characterised by a
well-established
distribution network
intense competition
between the organised and
unorganised segments and
low operational cost Availability of key raw materials cheaper labour costs and
presence across the entire value chain gives India a competitive advantageThe FMCG market is set to treble from US$ 116 billion in 2003 to US$ 334
billion in 2015 Penetration level as well as per capita consumption in most
product categories like jams toothpaste skin care hair wash etc in India is low
indicating the untapped market potential Burgeoning Indian population
particularly the middle class and the rural segments presents an opportunity to
makers of branded products to convert consumers to branded products Growth is
also likely to come from consumer upgrading in the matured product categories
With 200 million people expected to shift to processed and packaged food by
2010 India needs around US$ 28 billion of investment in the food-processing
industry
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India is one of the largest emerging markets with a population of over one billion
India is one of the largest economies in the world in terms of purchasing power
and has a strong middle class base of 300 millionAround 70 per cent of the total
households in India (188 million) resides in the rural areas The total number of
rural households are expected to rise from 135 million in 2001-02 to 153 million
in 2009-10 This presents the largest potential market in the world The annual
size of the rural FMCG market was estimated at around US$ 105 billion in 2001-
02 With growing incomes at both the rural and the urban level the market
potential is expected to expand further
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TMarketing Mi
Product Place
Target
Market
Price Promotion
The firm attempts to generate a positive response in the target market by blending
these four marketing mix variables in an optimal manner
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A Summary Table of the Marketing Mix
The following table summarizes the marketing mix decisions including a list of
some of the aspects of each of the 4Ps
Summary of Marketing Mix Decisions
Product Price Place Promotion
Functionality
Appearance
Quality
Packaging
Brand
Warranty
ServiceSuppor
t
List price
Discounts
Allowances
Financing
Leasing
options
Channel members
Channel
motivation
Market coverage
Locations
Logistics
Service levels
Advertising
Personal
selling
Public
relations
Message
Media
Budget
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DABUR FOODS SELLING PROCESS
Dabur food process of selling starts from stockiest
CampFA dose not have any process to play in the process of selling of dabur
foods products They are just Clearing amp Forwarding Agents they store the
manufacturing products and then supply it to stockiest
Stockiest pay the money to dabur foods through demand draft
Stockiest further sells the products to retailers
Retailer finally sells the products to consumers
MARKETING HOW DABUR FOODS IS USING MIX
Product
Appearance Dabur tries to make its products appear very attractive
Quality Quality of the product is really unmatchable as it is tested number of
times and its products are processed using very advanced machinery and
technology
Packaging Dabur products packaging is done in such a way that its juices does
not get expired before 6 months inspite of perishable products
Brand Dabur itself is a very reputed and well known brand in the market and its
Real juice is also known all over India
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Warranty Dabur as such does not gives any warranty but if there is any problem
in its products before expiry then they replace the product
ServiceSupport Dabur foods provide full support to its stockiest retailers and
consumers what so ever the problem is
Price
List price Dabur decide its price according to its competitors and the price
structure is different for retailers and stockiest
Discounts There are different discounts for retailers stockiest and consumer from
time to time
Allowances Special allowances are gicen to stockiest sales man if he acives his
targets
Place
Channel members Channel members or business partners of dabur are its
stockiest retailers
Channel motivation Channel motivation for dabur is pull and push strategy
Market coverage Dabur Foods has a distribution network that covers 175 towns
and 75 thousand retail outlets making its product available to the consumers across
the country at ease
Locations Dabur foods try to cover or tries to place its products in each and every
shop and every location
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Promotion
Advertising Dabur products are advertised through television newspapers
magazine etc
Personal selling Dabur hardly do any personal selling except in tent shows and
road shows Same for less amp more for same
Media Media of promotion is TV Radio newspapers magazine
Budget Budget is Decided by finance team for different strategic business unit
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Critique of selling
In theory the purpose of selling is to help a customer realize his or her goals in an
economic fashion However in reality this is not always the case Customers can be influenced to purchase a product or service that initially was not of interest to
them Some salespeople are trained in the art of selling customers things they dont
need
Take for example the purchasing of a car a consumer may have a set of cars in
mind (called an evoked set) that she feels match her needs wants and budget She
may seek the advice of a salesperson given that a salesperson can help her realize
the right car given those criteria This can be a socially useful function salespeople
have specialized knowledge of products that can help consumers make an informed
decision However a salesperson may also talk a consumer into purchasing a more
expensive or perhaps larger car then she needs or can afford In this context the
salesperson may have usefully helped the customer re-evaluate her needs thereby
establishing a new set of appropriate choices among which included the newer orlarge car This again would be a helpful and useful service provided by the
salesperson However it is sometimes the case that customers purchase a product
or service that was not initially intended and remains an inappropriate purchase
after the fact On the other hand the consumer in this scenario can be held partially
responsible for the inappropriate purchase indeed A fool and his money are soon
parted (PT Barnum English proverbs)
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This dysfunctional behavior is encouraged by
Incentives of salespeople to increase their total number of sales especially where
retailers keep track of sales or offer commission-based salaries
Incentives from the manufactures of products or the companies of service
providers to salespeople to sell their products where other similar products
offered by competitors are offered
The incentive to sell a customer a product that is in need of being cleared
out despite the fact that a customer may be better to wait for the new
product
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Channel Of Distributions
Manufacturing Plant
Clearing and forwarding agent (different regions)
Stockist A Stockist B Stockist C
Retailers Retailers Retailers Retailers Retailers Retailers
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CONSUMERS
The above diagram it shows channel of distribution of dabur foods here first the products are manufactured and from Manufacturing plants the packed goods are
supplied to Clearing And Forwarding Agents(CampFA) and from here the goods are
then further supplied to number of Stockiest or Distributors from here goods
reaches to large number of Retailers and it is the duty of Stockiest to take orders
from retailers and then supply the goods to them this work is generally done by
stockiest salesman through ready stock or by taking orders first and then placing
the order From here the goods finally reaches to Customers Customer purchases
the product from retailers
This was the basic Channel of Distribution used by Dabur Foods now I will throw
light on each channel of distribution of Dabur Foods
Supply Chain Management
Supply chain management starts before physical distribution it involves procuring
the right inputs (raw materials components and capital equipment) converting
them into finished products and dispatching them to the final destinations The
supply chain perspective can help identify superior suppliers and distributors and
help them improve productivity which ultimately brings down the companyrsquos
costs
A broader view sees a company at the center of a value network that
includes its suppliers its immediate customers and their end customers The value
network includes valued relations with others such as university researchers
government approval agencies and so on
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MANUFACTURING PLANT
Dabur Foods has Number of products in its product line but its main area of
interest or the product on which they concentrate the most is Real Juice amp Coolers
Dabur has its manufacturing plant at Nepal and at Jaipur where juice is
manufactured and tested
PROCUREMENT amp TRANSPORT
Getting the raw material and packaging material requirement from the
production unit in charge
Constant updates on the procurement of materials and transport details
Production details and ingredient content information from the different personnel and coordinating this activity
PACKAGING
Approval and coordination of the supply of packaging material to the
production unit
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CLEARING AND FORWARDING AGENTA (CampFA)
From manufacturing plant the stock is transported or supplied to clearing
and forwarding agents
Clearing and Forwarding Agents is a third party and Dabur gives contract to
them so company has nothing to do in building the relationship with them
Here CampFA keep or stock the goods with them
They charge dabur for stocking the good and even dabur donrsquot mind doing
so as it is a measure of cost cutting as well as there is no need for gowdowns
and maintenance
For Ghazizbad Meerut Delhi NCR there is one CampFA whish is situated in
Mohan Nagar here all goods which dabur foods hare kept here
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STOCKIEST OR DISTRIBUTORS
Stockiest store the products in their godowns CampFA supplies the goods to
them as per their order
Stockiest has some sales men working under him they are known as
stockiest sales man Their work is to place the products in the market and
take order from retailers and then supply goods to them
Sales man either take ready stock with them or they first take orders and
then supply goods later on
There is a beat which is a schedule route of sales man means sales man has
to daily cover the route as mention in the beat
Merchandising making products visible pasting posters putting banners
and seeing that goods are properly placed in the retail outlets is also the duty
of stockiest sales man
Companiesrsquo sales officer keeps a check on the stockiest and monthly report
is also prepared which is further analyzed by ASM amp ZSM
In Noida Dabur has 1 stockist and in Ghaziabad 1
RETAILERS
Retailers are backbone of the company as they are the one who can take the
product on new heights or can bring it down to toes
Stockiest supplies goods to retailers and tries Persuading retailers to give the
brand special displays (using merchandising tools) to get affective brand
presence and arranging it in more noticeable manner
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Classification of outlets in different type of markets is different according to
their sales volume
TYPES OF RETAILS OUTLETS
Class Average Monthly Business
A Above 10000
B 5000-10000
C Upto 5000
Margin of retailers is always higher than stockiest
Retailers are the one who have direct contact with the customers
Dabur Foods has a distribution network that covers 175 towns and 75
thousand retail outlets making its product available to the consumers across
the country at ease
TYPES OF RETAIL MARKET
The retail market can be classified on the basis of magnitude of retail
SCATTERED MARKET
Lesser no of outlets and
Extensive outlets
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BLOCK MARKET
Large no of retail outlets in chunk
SUPER MARKET
Through their superior information logistical systems and buying power deliver
good service and immense volumes of products at attractive prices
CHAIN OUTLETS
Having more than one key outlet all across with a single control unit and central
purchasing strategy
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M PRODUCT LINE
Foods
Real
Real Activ
Hommade
Lemoneez
Capsico
Health Care
Baby Care
Dabur Lal Tail
Dabur Baby Olive Oil
Dabur Janma Ghunti
Health Supplements
Dabur Chyawanprash Dabur Glucose D
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Digestives
Hajmola Yumstick
Hajmola Mast Masala
Anardana
Hajmola
Hajmola Candy
Hajmola Candy Fun2
Pudin Hara (Liquid and Pearls)
Pudin Hara G
Dabur Hingoli
Natural Cures
Shilajit Gold
Nature Care Sat Isabgol
Shilajit
Ring Ring
Itch Care
Backaid
Shankha Pushpi Dabur Balm
Sarbyna Strong
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Personal Care
Hair Care Oil
Amla Hair Oil
Amla Lite Hair Oil
Vatika Hair Oil
Anmol Sarson Amla
Hair Care Shampoo
Anmol Silky Black Shampoo
Vatika Henna Conditioning Shampoo
Vatika AntiDandruff Shampoo
Anmol Natural Shine Shampoo
Oral Care
Dabur Red Gel
Dabur Red Toothpaste
Babool Toothpaste
Dabur Lal Dant Manjan
Dabur Binaca
Toothbrush
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Dabur Amongst Top Three Most
Respected FMCG Companies
Dabur Real Bags Gold In Readers
Digest Trusted Brand Awards
Dabur Figures In Top Great PlaceTo Work 2006 List
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Dabur has been ranked
amongst Indias Most
Innovative Companies by
a Business Today-Monitor
Group survey
Hajmola has been ranked
34th in Indiarsquos 100 Most
Valuable Brands list
Hajmola one of the
strongest brands in
Daburs portfolio
has been listed
among the Top 18
Iconic Brands in
India that have
stood the test oftime
Dabur Indiarsquos fruit juice
brand Reacuteal awarded the
Three Dabur brands --
Hajmola Dabur Amla and
Hajmola moves up
11 spots to take the
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Readerrsquos Digest Gold
Trusted Brand Award
2008 in the food amp
beverages category
Vatika -- have debuted in
the Economic Times
Brand Equitys Most
Trusted Brands 2008 list
Besides Dabur Foods has
climbed up to take the
40th spot
34th position
among Indias Top
100 Most Valuable
Brands of 2008
released by 4Ps and
ICMR
Dabur India Ltd has been ranked 28th in the list of Indias Top 50 Most
valuable (Company) Brands by Brand Finance
newu was voted the Most
Admired New Retail
Launch of the year at
Images Retail Awards
Dabur India CEO Mr
Sunil Duggal was named
Best Corporate Leader of
2008 at the BampE
Leadership and Excellence
Dabur India Ltd
was ranked the
Business Leader in
the FMCG -
Personal Care
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Awards Category at the
NDTV Profit
Business
Leadership Award
2008
Dabur India Ltd CEO Mr
Sunil Duggal has been
ranked among Indias
Most valueable CEOs by
Business World
Dabur India Ltd has been listed among the Super
100 of India Inc prepared by Business India
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Dedicated to the health and well being of every household
This is our company We accept personal responsibility and accountability to meet business needs
We all are leaders in our area of responsibility with a deep commitment to deliver results We are determined to be the best at doing what matters most
People are our most important asset We add value through result driven training and we encourage amp reward excellence
We have superior understanding of consumer needs and develop products to fulfill them better
We work together on the principle of mutual trust amp transparency in a boundary-less organisation We are intellectually honest in advocating proposals includingrecognizing risks
Continuous innovation in products amp processes is the basis of our success
We are committed to the achievement of business success with integrity We are honest with consumers with business partners and with each other
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INTRODUCTION OF DABUR CHYWANPRASH
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Dabur Chyawanprash the trusted name for your entire familys health
Dabur Chyawanprash has anti-oxidant properties amp strengthens your bodysinternal defense mechanism the immune system thereby protecting you fromeveryday infections cough cold amp stress etc
At a time when flu and viruses are everywhere your immunity system provides the best prevention from these deadly diseases Chyawanprash a time-tested age-
old formulation has a number of herbs like Amla known to be one of the bestantioxidants Giloy (Guduchi) known to have immuno modulatory properties andhas more than 40 other natural ingredients to boost immunity
Dabur Chyawanprash The Health Giver
Derived from 2500-year-old Ayurvedic formula
Totally chemical-free natural and safe Powerful combination of herbs and plant extracts in a
base of Amla fruit pulp Refined by Dabur to provide traditional goodness with best quality
Reinforces the immune system amp helps fight disease Trusted health provider of a majority of Indian households
Usage
Dabur Chyawanprash has a tangy sweet-sour taste and the consistency of jamIt can be taken directly or with milk and as bread spread In all cases itstherapeutic properties remain stable and active In winters have a glass ofwarm milk after having Chyawanprash In summers have a glass of cold milkafter having Chyawanprash
Dose
1-2 teaspoonful
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STP ANALYSIS OF DABUR CHYAWANPRASH
SEGMENTATION
Dabur Chyawanprash is the market leader in the Chyawanprash segment It
comes under the category of health supplements The segments that it considers
are growing kids competitive youth ever busy housewives and the aged
For the growing kids In todays competitive environment the children are under
high pressure to excel
For the competitive youth Modern life keeps the youth busy and demands them
to be active and efficient
For ever-busy housewives The homemaker needs to be fit in order to shoulder
all responsibilities
For the aged Old age weakens a person physically and mentally
After segmenting the population into these categories it aims to keep them fit
and healthy
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TARGETING
Traditionally chyawanprash was supposed to be a health supplement for the
aged and kids Dabur Chyawanprash (DCP) is now targeting adults housewives
youth and kids This it is trying to achieve through its promotion activities by
making Amitabh Bacchan and Vivek Oberoi do the endorsement act Amitabh
has been projected as a user of Chyawanprash attempting to establish the
relevance of DCP amongst the adults in todayrsquos demanding lifestyle Vivek who
represents an urban ambitious non-user with a mindset that Chyawanprash is not
for him meets his moment of truth when outperformed by a young
Chyawanprash user thus reaching out to kids His final conversion from a non-
user to a Chyawanprash user connects with the Youth These two ads compliment
each other and connect very well with the targeted consumers
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POSITIONING
Andar se strongrdquo Dabur chyawanprash has the tag line Andar se strongrdquo By
using a natural language instead of scientific language it is able to connect with
the consumers and is able to achieve a better positioning in the minds of the
Indian health conscious consumer A category like Chyawanprash for instance
needs to understand that in employing the category language it loses any chance
of expressing its own benefit distinctively
Holistic Health benefit of Ayurveda Dabur Chyawanprash helps in stimulating
immune system relieving stress improving stamina fighting aging through anti-
oxidant property improving lung function fighting respiratory infections amp
building resistance to disease The brand conveys this health conscious holistic
view of the product
Brand Trust Over 100 years of Daburrsquos experience in Ayurveda ensures selection
processing and quality control of right herbs along with scientific and clinical
studies ndash makes DCP a trustworthy offering for consumers Consumers view DCP
as a product by a trusted brand and therefore do not need to think twice beforemaking a purchasing decisio
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MARKETING MIX OF DABUR CHYAWANPRASH
Dabur Chyawanprash is the market leader in the chyawanprash segment and has
achieved this with its innovative product offering pricing strategy easy
availability and promotion campaigns In the marketing mix of Dabur we shall be
discussing the 4 Ps of marketing mix with respect to Dabur Chyawanprash The
mix shall be analyzed as followed
Product
Price
Place
Promotion
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Product Price Promotion Place
bull Product
Variety
bull Quality
bull Design
bull Features
bull Brand
Names
bull Services
bull List Price
bull Discount
bull Financing
Schemes
bull Credit Terms
bull Advertising amp
Promotion
bull Public Relations
bull Sponsorships
bull Internet
Marketing
bull Channels
bull Location
bull Inventory
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PRODUCT
Dabur Chyawanprash is the leader in the Chyawanprash category
and enjoys a market share of 61 per cent In 50s Dabur pioneered the
concept of branded Chyawanprash and since has invested heavily in
product development clinical studies and consumer awareness The
product is essentially a health supplement
Known as the ldquoelixir of liferdquo Chyawanprash has (clinically) proven benefits in
maintaining smooth body functioning The principal ingredient Amla (Indian
Gooseberry) acts as an anti-oxidant and immuno-stimulant Dabur Chyawanprash
helps in stimulating immune system relieving stress improving stamina fighting
aging through anti-oxidant property improving lung function fighting respiratory
infections amp building resistance to disease It is these properties that make Dabur
Chyawanprash a preferred choice for its users
Ingredients of Dabur Chyawanprash
Vishwast Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts
Special Vishwast fortified with additional health beneficial herbs like
Keshar Akarkara etc
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Packaging
n
The figure above shows the evolution of the packaging of Dabur Chyawanprash
Dabur continuously innovates the package and branding of its chayawanprash It
launched Dabur Chyawanprash first in 1949 in a tin pack and it was the first
branded Chyawanprash in India Later Dabur came out with its new packet of
Chyawanprash with Amitabh Bachchan as their brand ambassador It also
received ldquoBrand Relaunch of the Year ldquoaward from IMA
Available in
Dabur Chyawanprash is available in three sizes to cater to the needs of different
types of people
1 One kilogram pack
2 500 gram pack
3 250 gram pack
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PRICE
The pricing of Dabur chyawanprash is very competitive Dabur chyawanprash uses
second degree price discrimination ie more the quantity lower the price
1kg Rs19500
500gms Rs11000
250gms Rs 6200
PRICEQUALITY MATRIX
Pricerarr
Quality
darr
High Middle Low
High
Luxury
Segment
Ideal For
Penetration
DABUR
CHYAWANPRASH
Premiere
Offering
Middle
Overpriced Average Real
Bargain
Low
Make The Sale
and Run
Unhappy
Customers
Cheap
Goods
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PLACE
Dabur has a very wide distribution of its products through 16 million retail outlets
and 50 C amp F agents all over India who distribute products to the retailers Adistribution of C amp F agents and manufacturing locations is given below
Daburrsquos distribution network extends beyond India in the following countries as
well
Distribution Network
Central North amp South America
Australia
Asia
Middle East
North amp South Africa
East amp West Europe
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PROMOTION
The main form of promotional activities of Dabur chyawanprash are concentrated
towards advertising and it has neglible sales promotional activities
Advertising
Nothing can happen without establishing the brandrsquos heritage emphasizing
technological prowess explaining benefits and building bonds with prospective
buyers Ads are necessary because the images are still mouldable and fluid and
the consumerrsquos sophistication level is low Dabur chyawanprash is advertised on
print media as well as on television
The company has launched two ads one each with Amitabh and Vivek in
national electronic media followed by a series of print media campaign directed
towards creating awareness to educate people about the holistic benefits of
ChyawanprashThe ads have been created by McCann Ericsson and the company
would be spending close to Rs 10 crore in promotional campaign this year The
ads would also be translated in Bengali These advertisements are supposed to
target the old and the younger generation respectively
Thecompany has launched a new ad with MS Dhoni who is leader of Indian
cricket team
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SWOT ANALYSIS OF DABUR
STRENGTHS
Strong presence in well defined
niches( like value added Hair Oil and
Ayurveda specialities)
Core knowledge of Ayurveda as
competitive advantage
Strong Brand Image
Product Development Strength
Strong Distribution Network
Extensive Supply Chain
IT Initiatives
R amp D ndash a key strength
WEAKNESS
Seasonal Demand( like
chyawanprash in winter and Vatika not
in winter)
Low Penetration(Chyawanprash)
High price(Vatika)
Limited differentiation (Vatika)
Unbranded players account for
the 23rd of the total market(Vatika)
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OPPORTUNITIES
Untapped
Market(Chyawanprash)
Market Development
Export opportunities
Innovation
Increasing income level of the
middle class Creating additional consumption
pattern
THREATS
Existing Competition( like
Himani baidyanath and Zandu for
Dabur Chyawanprash and MaricoKeo
Karpin HLL and Bajaj for Vatika Hair Oil)
New Entrants
Threat from substitutes (like
Bryllcream for Vatika hair oil)
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OBJECTIVE OF THE STUDY
The major objective of the survey is to collect the data from outlets in the
specified areas where cold drinks are to be sold
To make an assessment of availability of several brands of dabur in
different packs and size in the specified areas
To make an assessment of market presence program of the dabur
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Research Methodology
Data collection
Sample unit
1) working people (including men amp women) amp housewife
2) college students
3) school students
4) senior citizens
5) Retailer
Sample size
1 working people amp housewife 30
2 college students 25
3 school students 20
4 senior citizens 15
5 Retailer 10
Sampling techniques
Judgmental sampling techniques used
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Sampling region
Sampling region will be DELHI in rural area
Data collection method
1 Primary data It will be collected with the help of a self administered
questionnaire
2 Secondary data it will be collected with the help of books research
papers magazines news papers journals internet etc
3
Research instruments
Questionnaire design
As the questionnaire is self administrated one the survey will be simple and user
friendly Words used in questionnaire will be readily understandable to all
respondent Also technical jargons will be avoided to ensure that there is no
confusion for respondents
Data Analysis - Data analysis will be done with the help of MS Excel and SPSS
Software
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DATA ANALYSIS
DABUR CHYAWANPRASH
1 AWARNESS LEVEL
I
NTERPRETATION-
According to serveyAll person are know the dabur100 person of dabur65
person kmow the Baidyanathamp Dabur 40 people of HimaniBaidyanath and
Dabur 60 person of ZanduHimaniBaidyanath and Dabur
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2 PREFERRED BRAND
INTERPRETATION-
According to servey60 person are preferred dabur product 15 person are
preferred Baidynath product 15 person are preferred Himani product 10 person
are preferred Zandu
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3SATISFACTION LEVEL
INTERPRETATION-
According to servey100 satisfaction level of dabur product 80 satisfaction level
of Baidynath product 80 satisfaction level of Himani product
60 satisfaction level of Zandu product
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4 REASONS FOR SELECTING A PARTICULAR BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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5HOW DID YOU COME TO KNOW ABOUT THIS BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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6 PREFERRED PACK SIZE
INTERPRETATION-
According to servey50 person are preferred 500gm product 30 person are
preferred 1kg product 20 person are preferred 250gm product
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8 REASON TO SELECT PREFERRED PACK SIZE
INTERPRETATION-
According to servey20 person are select product of itrsquos availability pack size
40 person are select product of itrsquos price pack size 25 person are select
product of itrsquos family pack size 15 person are select product of itrsquos storage
pack size
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9 FREQUENCY OF
PURCHASE
INTERPRETATION-
According to servey30 People are purchase product after one month 55
People are purchase product after two months 15 People are purchase
product after six months
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COMPETITOR ANALYSIS
The key competitorrsquos of Dabur in the Chyawanprash segment are Baidyanath
Zandu and Himani which together with Dabur have about 85 of Indias domestic
market
Dabur is Indias largest Ayurvedic medicine supplier and the fourth largest
producer of FMCG It was established in 1884 and had grown to a business level
in 2003 of about 650 million dollars per year though only a fraction of that is
involved with Ayurvedic medicine Dabur Chyawanprash (herbal honey) has a
market share of 61We have tried to analyse the competition for Dabur in the
Chyawanprash segment as follows
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The Himani Group
It founded in 1974 provides a diverse range of products doing 110 million dollars
of business annually though only a portion is involved with Ayurvedic products
through its Himani line the company is mainly involved with toiletries and
cosmetics but also provides Chyawanprash and other health productsIts market
share is 12
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CONCLUSIONS
The Chyawanprash Industry is yet to capture the beverage market in full swing Packed Chyawanprash
followed by Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts the market The consumerrsquos patriotic love for tea and coffee is unfared
Chyawanprash are yet to establish their supplement use in the average household here in lies the great
opportunities Within the market it is safe to conclude that dabur has hit off ratherwell with the
masses
dabur has clearly lost it head start advantage and thereby acquiring just 35 of the market share while
others enjoys rest of the market share This could be well attributed to dabor successful ATA
(Availability Taste and Affordability) marketing module the attributes most rated by the consumersLack of publicity has hampered the growth progress of the brand so aggressive advertising is needed to
promote Chyawanprash and vatika hair oil brand
The brands such as that of Chyawanprash by vednath Chyawanprash with its lsquosonacahndi lsquoMinute-
madersquo and also US food giantssDel Monte are ready to hit the Chyawanprash market very soon
As the strategies of the companies keeps on changing be it in Chyawanprash industry a company has
to create perceptions and cover them into realities It is an expensive proposition requiring huge
expenditure on advertising sponsorships and media Thus the ideal company will be the one which
combines the high end technology with consumer insight
As 16 of the excise duty is exempted on food products in this budget Many food companies including
Dabur got benefited from it On the analysis of survey it was found that target Market of Chyawanprash
want quality benefit rather then Price benefit so it is better to stress on quality rather than on
decreasing price to increase sales and profit
To increase market share Dabur should give slight price benefit on Dabur brand so that customers of
other Juice brand should switch from other brand to Dabur brand
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Findings
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey100 satisfaction level of dabur product 80 satisfaction level of
Baidynath product 80 satisfaction level of Himani product 60 satisfaction level of
Zandu product
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis According to servey50 person are preferred 500gm
product 30 person are preferred 1kg product 20 person are preferred 250gm
product
According to servey20 person are select product of itrsquos availability pack size 40
person are select product of itrsquos price pack size 25 person are select product of itrsquos
family pack size 15 person are select product of itrsquos storage pack size
According to servey30 People are purchase product after one month 55 People are
purchase product after two months 15 People are purchase product after six months
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LIMITATIONS
No study is free from limitations The limitations of this study can be
Sample size taken is small and may not be sufficient to predict theresults with 100 accuracy
The result is based on primary and secondary data that has itrsquos own limitations
The study only covers the area of Delhi that may not beapplicable to other areas
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RECOMMENDATIONS
Focus on growing core brands across categories
Reaching out to new geographies within Hapur area
Improve operational efficiencies by leveraging technology
Be the preferred company to meet the health and personal grooming needs of
our target consumers with safe efficacious natural solutions by synthesizing the
deep knowledge of ayurveda and herbs with modern science
Provide consumers with innovative products within easy reach
Vatika hair care centre On the lines of Maricorsquos Kaya Skin Clinic Dabur
could start a venture called Vatika hair care centre which would provide total hair
care solutions It could have hair care experts to solve hair problemsServices could
include dandruff treatment straightening of hair treatment for split endsetc
Position Dabur Chyawanprash as not more of a medicine but as something
which is necessary for health
More initiatives like ldquo Dabur ki Deewarrdquo to increase brand visibility It is an
initiative to occupy shelf space
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BIBLIOGRAPHY
Books
Marketing Management Twelfth Edition ndash Philip Kotler amp Kevin Lane Keller
Websites
wwwgooglecom
wwwdaburcom
wwwtutor2unet
wwwbrandchannelcom
The time of india
Forbs magazing
Hinustan time
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YES NO
7Which pack size do you prefer
YES NO
8On what parameters do you choose this pack size
YES NO
9 how do u increase the company position
YES NO
10 how you increase your company position in market agains other company
YES NO
![Page 9: Making by Th Harsh Pandit](https://reader033.vdocuments.mx/reader033/viewer/2022052406/577cd3191a28ab9e7896af7d/html5/thumbnails/9.jpg)
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9
COMPANY OVERVIEW
Over its 120 years of existence the Dabur brand has stood for goodness through a
natural lifestyle An umbrella name for a variety of products ranging from hair
care to honey Dabur has consistently ranked among Indiarsquos top brands Its brands
are built on the foundation of trust that a Dabur offering will never cause one
harm
The trust levels that this brand enjoys are phenomenally high While Ries and
Trout may ask ldquoWhat does Dabur stand formdashshampoo or digestive tabletsrdquo The
answer is fairly simple it stands for Indiarsquos fourth largest fast moving consumer
goods company that both consumers and trade respect and trust unequivocally
and which has an annual turnover of over Rs 15 billion
The company has kept an eye on new generations of customers with a range of
products that cater to a modern lifestyle while managing not to alienate earlier
generations of loyal customers
Dabur is an investor friendly brand as its financial performance shows There is an
abundance of information for its investors and prospective information including
a daily update on the share price (something that very few Indian brands do)
Therersquos a great sense of responsibility for investorsrsquo funds on view This is a direct
extension of Daburrsquos philosophy of taking care of its constituents and it adds to
the sense of trust for the brand overall
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10
Dabur India Limited has marked its presence with some very significant
achievements and today commands a market leadership status Our story of
success is based on dedication to nature corporate and process hygiene dynamic
leadership and commitment to our partners and stakeholders The results of our
policies and initiatives speak for themselves
Leading consumer goods company in India with a turnover of Rs223372
Crore (FY07)
2 major strategic business units (SBU) - Consumer Care Division (CCD)
and Consumer Health Division (CHD)
3 Subsidiary Group companies - Dabur Foods Dabur Nepal and Dabur
International and 3 step down subsidiaries of Dabur International - Asian
Consumer Care in Bangladesh African Consumer Care in Nigeria and Dabur
Egypt
13 ultra-modern manufacturing units spread around the globe
Products marketed in over 50 countries
Wide and deep market penetration with 47 CampF agents more than 5000
distributors and over 15 million retail outlets all over India
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11
1884 Birth of Dabur
1896 Setting up a manufacturing plant
Early
1900sAyurvedic medicines
1919Establishment of research
laboratories
1920 Expands further
1936 Dabur India (Dr SK Burman) Pvt Ltd
1972 Shift to Delhi
1979Sahibabad factory Dabur Research
Foundation
1986 Public Limited Company
1992 Joint venture with Agrolimen of Spain
1993 Cancer treatment
1994 Public issues
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12
1995 Joint Ventures
1996 3 separate divisions
1997 Foods Division Project STARS
1998 Professionals to manage the Company
2000 Turnover of Rs1000 crores
2003 Dabur demerges Pharma Business
2005 Dabur aquires Balsara
2005Dabur announces Bonus after 12
years
2006Dabur crosses $2 Bin market Cap
adopts US GAAP
2006 Approves FCCBGDRADR up to $200
million
2007 Celebrating 10 years of Real
2007 Foray into organised retail
2007 Dabur Foods Merged With Dabur
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13
India
2008 Acquires Fem Care Pharma
2009Dabur Red Toothpaste joins Billion Rupee Brand club
2010Dabur makes its first overseas acquisition
2011 Dabur enters professional skin care market
2011Dabur India acquires 30-Plus from Ajanta Pharma
2012 Dabur crosses Billion-Dollar Turnover Mark
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14
Founding Thoughts
What is that li fe worth which cannot bri ng comfor t to others
The doorstep Daktar The story of Dabur began with a small
but visionary endeavour by Dr S K Burman a physician
tucked away in Bengal His mission was to provide effective
and affordable cure for ordinary people in far-flung villages
With missionary zeal and fervour Dr Burman undertook the
task of preparing natural cures for the killer diseases of those
days like cholera malaria and plague
Soon the news of his medicines traveled and he came
to be known as the trusted Daktar or Doctor who came
up with effective cures And that is how his venture Dabur got its name - derived
from the Devanagri rendition of Daktar Burman Dr Burman set up Dabur in 1884
to produce and dispense Ayurvedic medicines Reaching out to a wide mass of
people who had no access to proper treatment Dr S K Burmans commitment and
ceaseless efforts resulted in the company growing from a fledgling medicine
manufacturer in a small Calcutta house to a household name that at once evokes
trust and reliability
The mission continues
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15
PASSION FOR WINNING
We all are leaders in our area of responsibility with a deep
commitment to deliver results We are determined to be the bestat doing what matters most
Milestones to success
Dabur India Ltd made its beginnings with a small pharmacy but
has continued to learn and grow to a commanding status in the
industry The Company has gone a long way in popularising and
making easily available a whole range of products based on the
traditional science of Ayurveda And it has set very high
standards in developing products and processes that meet
stringent quality norms As it grows even further Dabur will
continue to mark up on major milestones along the way setting
the road for others to follow
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16
1884 - Established by Dr S K Burman at Kolkata
1896 - First production unit established at Garhia
1919 - First RampD unit established
Early 1900s - Production of Ayurvedic medicines
Dabur identifies nature-based Ayurvedic medicines as its area of specialisation
It is the first Company to provide health care through scientifically tested
and automated production of formulations based on our traditional science
1930 - Automation and upgradation of Ayurvedic products
manufacturing initiated
1936 - Dabur (Dr S K Burman) Pvt Ltd Incorporated
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 ancient restorative Chyawanprash is launched in packaged
form and becomes the first branded Chyawanprash in India
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17
1957 - Computerisation of operations initiated
1970 - Entered Oral Care amp 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 is made 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 completes 100 years
1988 - Launches pharmaceutical medicines
1989 - Care with fun
The Ayurvedic digestive formulation is converted into a childrens fun product
with the launch of Hajmola Candy In an innovative move a curative product
is converted to a confectionary item for wider usage
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18
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 Intaxel (Paclitaxel) Dabur
Research Foundation develops an eco-friendly process to extract the drug from
its plant source
1996 - Enters foods business with the launch of Real Fruit Juice
1996 - Real 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 1000 crore mark
Dabur establishes its market leadership status by staging a turnover of
Rs1000 crores Across a span of over a 100 years Dabur has grown from a
small beginning based on traditional health care To a commanding position
amongst an august league of large corporate businesses
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19
2001 - Super specialty drugs
With the setting up of Dabur Oncologys sterile cytotoxic facility the
Company gains entry into 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
2002 - Dabur record sales of Rs 116319 crore on a net profit of Rs 644
crore
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 this 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 ISO 9002
certification
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20
Science for nature
Reinforcing its commitment to nature and its conservation Dabur Nepal a
subsidiary of Dabur India has set up fully automated greenhouses in Nepal
This scientific landmark helps to produce saplings of rare medicinal plants
that are under threat of extinction due to ecological degradation
2005 - Dabur acquires Balsara
As part of its inorganic growth strategy Dabur India acquires Balsaras
Hygiene and Home products businesses a leading provider of Oral Care and
Household Care products in the Indian market in a Rs 143-crore all-cash
deal
2005 - Dabur announces bonus after 12 years
Dabur India announced issue of 11 Bonus share to the shareholders of the
company ie one share for every one share held The Board also proposed an
increase in the authorized share capital of the company from existing Rs 50
crore to Rs 125 crore
2006 - Dabur crosses $2 bin market cap adopts US GAAP
Dabur India crosses the $2-billion mark in market capitalisation The
company also adopted US GAAP in line with its commitment to follow
global best practices and adopt highest standards of transparency and
governance
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21
2006 - Approves FCCBGDRADR up to $200 million
Moving forward on the inorganic growth path Dabur India decides to raise up
to $200 million from the international market through Bonds FCCBs GDRADR QIPs or any other securitiesThe capital raised will be used to fund
Daburs aggressive growth ambitions and acquisition plans in India and
abroad
2007 - Celebrating 10 years 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 HampB 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 amp Beauty format
2007 - Dabur Foods Merged With Dabur India
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
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22
Dabur has an illustrious Board of Directors who are committed to take the
company onto newer levels of human endeavour in the service of mankind The
Board comprises of
Chairman
Vice-
Chairman
Dr Anand
Burman
Mr Amit Burman
Whole Time Directors
Mr PD Narang Mr Sunil
Duggal
Mr Pradip Burman
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23
Non Whole Time Promoters Directors
Mr Mohit Burman
Independent Directors
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His Highness
Maharaja
=Mr P N
Vijay
Mr R C
Bhargava
Dr S Narayan
Sunil DuggalChief Executive Officer
Dabur India Limited
Sunil Duggal took over as the Chief Executive Officer
of Dabur India Limited in June 2002 holding reins of the
organisation he joined in 1995
Mr Duggal started his career as a management trainee in
Wimco Limited in 1981 after getting his Engineering
Degree (Electrical amp Electronics) from BITS Pilani and
Business Management from IIM Calcutta His stint atWimco continued till 1994 with a break in between
when he joined Bennett
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Spanning a career of over 20 years Sunil Duggal has travelled widely across Indiaand handled diverse portfolios that have helped him understand the dynamics of
FMCG businesses and market trends He is well versed in the intricacies of Indias
regional diversities and consumer needs
Mr Duggal lives in Delhi with his wife and one child Whenever he gets a break
from his official responsibilities Mr Duggal likes to spend time at home with his
family and an occasional round of golf
Coleman amp Co Ltd for a short period In 1994 he moved to Pepsi Foods as GM
Sales Operation
In 1995 he came into the Dabur family as General Manager (Sales amp Marketing)
of the Family Products Division with products like Dabur Amla Lal Dant Manjan
and Vatika in his portfolio This Division spearheaded the spectacular growth
recorded by Dabur in this period Vatika was also launched during this period and
is now the Companys second biggest brand
With his dynamic spirit and leadership abilities he soon became Vice-President
and SBU-Head of the Family Products Division In July 2000 Mr Duggal was
appointed Director Sales and Marketing of Dabur India Limited And in 2002 he
became the CEO of the Company - a professional with valuable experience to
steer the company ahead in its growth plans
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27
Good corporate governance and transparency in actions of the management is key
to a strong bond of trust with the Companyrsquos stakeholders Dabur understands the
importance of good governance and has constantly avoided an arbitrary decision-
making process Our initiatives towards this end include
Professionalisation of the board
Lean and active Board(reduced from 16 to 10 members)
Less number of promoters on the Board
More professionals and independent Directors for better management
Governed through Board committees for Audit Remuneration Shareholder
Grievances Compensation and Nominations
Meets all Corporate Governance Code requirements of SEBI
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28
When our Founder Dr S K Burman first established Dabur he had a vision that
saw beyond the profit motive In his words What is that life worth which cannot
bring comfort to others This ideal of a humane and equitable society led to
initiatives taken to give back some part of what Dabur has gained from the
community
Our major initiatives in the Social sector include
Establishment of the Sustainable Development Society or Sundesh in 1993
- a non-profit organisation to promote research and welfare activities in rural
areas
Promoting health and hygiene amongst the underpriviledged through the
Chunni Lal Medical Trust and
Organising the Plant for Life programme for schoolchildren - to create
environmental awareness amongst young minds
Our commitment to Environment
Ancient wisdom of conservation
From times immemorial Indian sages and men of wisdom have understood and
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29
appreciated the value of nature and its conservation Our ancestors recognised
that if we grabbed from nature beyond what was healthy it would lead to all
round degradation and even the extinction of humanity That is why nature was
sanctified and worshipped in the form of gods and goddesses
Dabur upholds the tradition
Today we at Dabur also value natures bounty Without the fruits of nature the
vision of Dabur would never have been fulfilled And that is the reason for our
unfailing commitment to ecological conservation and regeneration We would like
to follow the principles of our ancient texts which say
Dehi me dadami te - you give me and I give you
Back to Nature
Rare herbs and medicinal plants are our most valuable resource from which all
our products are derived Due to overexploitation of these resources and
unsustainable practices these plants and herbs are fast reaching the point of
extinction In view of this critical situation Dabur has initiated some significant
programmes for ecological regeneration and protection of endangered plantsecies
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30
Plants for Life
We have set up the Plants for Life project in the mountainous regions of the
Himalayas Under the project a high-tech greenhouse facility has been set up for
developing saplings of rare and endangered medicinal plants Fully computer-
controlled and monitored this greenhouse maintains the highly critical
environmental parameters required for their survival We are also developing
quality saplings of more than 20 herbs 8 of them endangered through micro
propagation
In addition satellite nurseries spread across mountain villages and
contract cultivation of medicinal herbs helps in maintaining the ecological
balance These measures have also helped provide local cultivators the scientific
knowledge for harvesting herbs and a steady source of income So that they are
not forced to exploit the environment to earn a livelihood
Living a Green Heritage
These are significant steps that can contribute to a better world for coming
generations To whom we would like to bequeath a world not bereft of nature
But full of flowering and fruit bearing trees animals birds and humans living in
good health and complete harmony
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31
Kashambi Corporate Office
Corporate Office
Kaushambi
Ghaziabad - 201010
Uttar Pradesh India
Tel
+91 (0120) 3982000 (30 Lines)
+91 (0120) 3001000 (30 Lines)
Registered Office
83 Asaf Ali Road
ew Delhi ndash 110 002
Tel +91 (011) 23253488
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DABUR WORLD WIDE
Daburs mission of popularizing a natural lifestyle transcends national boundaries Today
there is global awareness of alternative medicine nature-based and holistic lifestyles and
an interest in herbal products Dabur has been in the forefront of popularizing this
alternative way of life marketing its products in more than 50 countries all over the
world
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Our products World Wide
We have spread ourselves wide and deep to be in close touch with our overseas
consumers
Offices and representatives in Europe America and Africa
A special herbal health care and personal care range successfully selling in
markets of the Middle East Far East and several European countries
Inroads into European and American markets that have good potential due to
resurgence of the back-to-nature movement
Export of Active Pharmaceutical Ingredients (APIs) manufactured under strict
international quality benchmarks to Europe Latin America Africa and other Asian
countries
Export of food and textile grade natural gums extracted from traditional plant
sources
Partnerships and Production
Strategic partnerships with leading multinational food and health care
companies to introduce innovations in products and services
Manufacturing facilities spread across 3 overseas locations to optimise
production by utilising local resources and the most modern technology available
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35
OVERVIEW OF FMCG SECTOR IN INDIA
The Indian FMCG sector is
the fourth largest sector
in the economy with a
total market size in excess
of US$ 131 billion It has
a strong MNC presence
and is characterised by a
well-established
distribution network
intense competition
between the organised and
unorganised segments and
low operational cost Availability of key raw materials cheaper labour costs and
presence across the entire value chain gives India a competitive advantageThe FMCG market is set to treble from US$ 116 billion in 2003 to US$ 334
billion in 2015 Penetration level as well as per capita consumption in most
product categories like jams toothpaste skin care hair wash etc in India is low
indicating the untapped market potential Burgeoning Indian population
particularly the middle class and the rural segments presents an opportunity to
makers of branded products to convert consumers to branded products Growth is
also likely to come from consumer upgrading in the matured product categories
With 200 million people expected to shift to processed and packaged food by
2010 India needs around US$ 28 billion of investment in the food-processing
industry
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36
India is one of the largest emerging markets with a population of over one billion
India is one of the largest economies in the world in terms of purchasing power
and has a strong middle class base of 300 millionAround 70 per cent of the total
households in India (188 million) resides in the rural areas The total number of
rural households are expected to rise from 135 million in 2001-02 to 153 million
in 2009-10 This presents the largest potential market in the world The annual
size of the rural FMCG market was estimated at around US$ 105 billion in 2001-
02 With growing incomes at both the rural and the urban level the market
potential is expected to expand further
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TMarketing Mi
Product Place
Target
Market
Price Promotion
The firm attempts to generate a positive response in the target market by blending
these four marketing mix variables in an optimal manner
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38
A Summary Table of the Marketing Mix
The following table summarizes the marketing mix decisions including a list of
some of the aspects of each of the 4Ps
Summary of Marketing Mix Decisions
Product Price Place Promotion
Functionality
Appearance
Quality
Packaging
Brand
Warranty
ServiceSuppor
t
List price
Discounts
Allowances
Financing
Leasing
options
Channel members
Channel
motivation
Market coverage
Locations
Logistics
Service levels
Advertising
Personal
selling
Public
relations
Message
Media
Budget
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DABUR FOODS SELLING PROCESS
Dabur food process of selling starts from stockiest
CampFA dose not have any process to play in the process of selling of dabur
foods products They are just Clearing amp Forwarding Agents they store the
manufacturing products and then supply it to stockiest
Stockiest pay the money to dabur foods through demand draft
Stockiest further sells the products to retailers
Retailer finally sells the products to consumers
MARKETING HOW DABUR FOODS IS USING MIX
Product
Appearance Dabur tries to make its products appear very attractive
Quality Quality of the product is really unmatchable as it is tested number of
times and its products are processed using very advanced machinery and
technology
Packaging Dabur products packaging is done in such a way that its juices does
not get expired before 6 months inspite of perishable products
Brand Dabur itself is a very reputed and well known brand in the market and its
Real juice is also known all over India
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Warranty Dabur as such does not gives any warranty but if there is any problem
in its products before expiry then they replace the product
ServiceSupport Dabur foods provide full support to its stockiest retailers and
consumers what so ever the problem is
Price
List price Dabur decide its price according to its competitors and the price
structure is different for retailers and stockiest
Discounts There are different discounts for retailers stockiest and consumer from
time to time
Allowances Special allowances are gicen to stockiest sales man if he acives his
targets
Place
Channel members Channel members or business partners of dabur are its
stockiest retailers
Channel motivation Channel motivation for dabur is pull and push strategy
Market coverage Dabur Foods has a distribution network that covers 175 towns
and 75 thousand retail outlets making its product available to the consumers across
the country at ease
Locations Dabur foods try to cover or tries to place its products in each and every
shop and every location
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Promotion
Advertising Dabur products are advertised through television newspapers
magazine etc
Personal selling Dabur hardly do any personal selling except in tent shows and
road shows Same for less amp more for same
Media Media of promotion is TV Radio newspapers magazine
Budget Budget is Decided by finance team for different strategic business unit
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Critique of selling
In theory the purpose of selling is to help a customer realize his or her goals in an
economic fashion However in reality this is not always the case Customers can be influenced to purchase a product or service that initially was not of interest to
them Some salespeople are trained in the art of selling customers things they dont
need
Take for example the purchasing of a car a consumer may have a set of cars in
mind (called an evoked set) that she feels match her needs wants and budget She
may seek the advice of a salesperson given that a salesperson can help her realize
the right car given those criteria This can be a socially useful function salespeople
have specialized knowledge of products that can help consumers make an informed
decision However a salesperson may also talk a consumer into purchasing a more
expensive or perhaps larger car then she needs or can afford In this context the
salesperson may have usefully helped the customer re-evaluate her needs thereby
establishing a new set of appropriate choices among which included the newer orlarge car This again would be a helpful and useful service provided by the
salesperson However it is sometimes the case that customers purchase a product
or service that was not initially intended and remains an inappropriate purchase
after the fact On the other hand the consumer in this scenario can be held partially
responsible for the inappropriate purchase indeed A fool and his money are soon
parted (PT Barnum English proverbs)
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This dysfunctional behavior is encouraged by
Incentives of salespeople to increase their total number of sales especially where
retailers keep track of sales or offer commission-based salaries
Incentives from the manufactures of products or the companies of service
providers to salespeople to sell their products where other similar products
offered by competitors are offered
The incentive to sell a customer a product that is in need of being cleared
out despite the fact that a customer may be better to wait for the new
product
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Channel Of Distributions
Manufacturing Plant
Clearing and forwarding agent (different regions)
Stockist A Stockist B Stockist C
Retailers Retailers Retailers Retailers Retailers Retailers
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CONSUMERS
The above diagram it shows channel of distribution of dabur foods here first the products are manufactured and from Manufacturing plants the packed goods are
supplied to Clearing And Forwarding Agents(CampFA) and from here the goods are
then further supplied to number of Stockiest or Distributors from here goods
reaches to large number of Retailers and it is the duty of Stockiest to take orders
from retailers and then supply the goods to them this work is generally done by
stockiest salesman through ready stock or by taking orders first and then placing
the order From here the goods finally reaches to Customers Customer purchases
the product from retailers
This was the basic Channel of Distribution used by Dabur Foods now I will throw
light on each channel of distribution of Dabur Foods
Supply Chain Management
Supply chain management starts before physical distribution it involves procuring
the right inputs (raw materials components and capital equipment) converting
them into finished products and dispatching them to the final destinations The
supply chain perspective can help identify superior suppliers and distributors and
help them improve productivity which ultimately brings down the companyrsquos
costs
A broader view sees a company at the center of a value network that
includes its suppliers its immediate customers and their end customers The value
network includes valued relations with others such as university researchers
government approval agencies and so on
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MANUFACTURING PLANT
Dabur Foods has Number of products in its product line but its main area of
interest or the product on which they concentrate the most is Real Juice amp Coolers
Dabur has its manufacturing plant at Nepal and at Jaipur where juice is
manufactured and tested
PROCUREMENT amp TRANSPORT
Getting the raw material and packaging material requirement from the
production unit in charge
Constant updates on the procurement of materials and transport details
Production details and ingredient content information from the different personnel and coordinating this activity
PACKAGING
Approval and coordination of the supply of packaging material to the
production unit
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CLEARING AND FORWARDING AGENTA (CampFA)
From manufacturing plant the stock is transported or supplied to clearing
and forwarding agents
Clearing and Forwarding Agents is a third party and Dabur gives contract to
them so company has nothing to do in building the relationship with them
Here CampFA keep or stock the goods with them
They charge dabur for stocking the good and even dabur donrsquot mind doing
so as it is a measure of cost cutting as well as there is no need for gowdowns
and maintenance
For Ghazizbad Meerut Delhi NCR there is one CampFA whish is situated in
Mohan Nagar here all goods which dabur foods hare kept here
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STOCKIEST OR DISTRIBUTORS
Stockiest store the products in their godowns CampFA supplies the goods to
them as per their order
Stockiest has some sales men working under him they are known as
stockiest sales man Their work is to place the products in the market and
take order from retailers and then supply goods to them
Sales man either take ready stock with them or they first take orders and
then supply goods later on
There is a beat which is a schedule route of sales man means sales man has
to daily cover the route as mention in the beat
Merchandising making products visible pasting posters putting banners
and seeing that goods are properly placed in the retail outlets is also the duty
of stockiest sales man
Companiesrsquo sales officer keeps a check on the stockiest and monthly report
is also prepared which is further analyzed by ASM amp ZSM
In Noida Dabur has 1 stockist and in Ghaziabad 1
RETAILERS
Retailers are backbone of the company as they are the one who can take the
product on new heights or can bring it down to toes
Stockiest supplies goods to retailers and tries Persuading retailers to give the
brand special displays (using merchandising tools) to get affective brand
presence and arranging it in more noticeable manner
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Classification of outlets in different type of markets is different according to
their sales volume
TYPES OF RETAILS OUTLETS
Class Average Monthly Business
A Above 10000
B 5000-10000
C Upto 5000
Margin of retailers is always higher than stockiest
Retailers are the one who have direct contact with the customers
Dabur Foods has a distribution network that covers 175 towns and 75
thousand retail outlets making its product available to the consumers across
the country at ease
TYPES OF RETAIL MARKET
The retail market can be classified on the basis of magnitude of retail
SCATTERED MARKET
Lesser no of outlets and
Extensive outlets
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BLOCK MARKET
Large no of retail outlets in chunk
SUPER MARKET
Through their superior information logistical systems and buying power deliver
good service and immense volumes of products at attractive prices
CHAIN OUTLETS
Having more than one key outlet all across with a single control unit and central
purchasing strategy
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M PRODUCT LINE
Foods
Real
Real Activ
Hommade
Lemoneez
Capsico
Health Care
Baby Care
Dabur Lal Tail
Dabur Baby Olive Oil
Dabur Janma Ghunti
Health Supplements
Dabur Chyawanprash Dabur Glucose D
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Digestives
Hajmola Yumstick
Hajmola Mast Masala
Anardana
Hajmola
Hajmola Candy
Hajmola Candy Fun2
Pudin Hara (Liquid and Pearls)
Pudin Hara G
Dabur Hingoli
Natural Cures
Shilajit Gold
Nature Care Sat Isabgol
Shilajit
Ring Ring
Itch Care
Backaid
Shankha Pushpi Dabur Balm
Sarbyna Strong
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Personal Care
Hair Care Oil
Amla Hair Oil
Amla Lite Hair Oil
Vatika Hair Oil
Anmol Sarson Amla
Hair Care Shampoo
Anmol Silky Black Shampoo
Vatika Henna Conditioning Shampoo
Vatika AntiDandruff Shampoo
Anmol Natural Shine Shampoo
Oral Care
Dabur Red Gel
Dabur Red Toothpaste
Babool Toothpaste
Dabur Lal Dant Manjan
Dabur Binaca
Toothbrush
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Dabur Amongst Top Three Most
Respected FMCG Companies
Dabur Real Bags Gold In Readers
Digest Trusted Brand Awards
Dabur Figures In Top Great PlaceTo Work 2006 List
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Dabur has been ranked
amongst Indias Most
Innovative Companies by
a Business Today-Monitor
Group survey
Hajmola has been ranked
34th in Indiarsquos 100 Most
Valuable Brands list
Hajmola one of the
strongest brands in
Daburs portfolio
has been listed
among the Top 18
Iconic Brands in
India that have
stood the test oftime
Dabur Indiarsquos fruit juice
brand Reacuteal awarded the
Three Dabur brands --
Hajmola Dabur Amla and
Hajmola moves up
11 spots to take the
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Readerrsquos Digest Gold
Trusted Brand Award
2008 in the food amp
beverages category
Vatika -- have debuted in
the Economic Times
Brand Equitys Most
Trusted Brands 2008 list
Besides Dabur Foods has
climbed up to take the
40th spot
34th position
among Indias Top
100 Most Valuable
Brands of 2008
released by 4Ps and
ICMR
Dabur India Ltd has been ranked 28th in the list of Indias Top 50 Most
valuable (Company) Brands by Brand Finance
newu was voted the Most
Admired New Retail
Launch of the year at
Images Retail Awards
Dabur India CEO Mr
Sunil Duggal was named
Best Corporate Leader of
2008 at the BampE
Leadership and Excellence
Dabur India Ltd
was ranked the
Business Leader in
the FMCG -
Personal Care
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Awards Category at the
NDTV Profit
Business
Leadership Award
2008
Dabur India Ltd CEO Mr
Sunil Duggal has been
ranked among Indias
Most valueable CEOs by
Business World
Dabur India Ltd has been listed among the Super
100 of India Inc prepared by Business India
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Dedicated to the health and well being of every household
This is our company We accept personal responsibility and accountability to meet business needs
We all are leaders in our area of responsibility with a deep commitment to deliver results We are determined to be the best at doing what matters most
People are our most important asset We add value through result driven training and we encourage amp reward excellence
We have superior understanding of consumer needs and develop products to fulfill them better
We work together on the principle of mutual trust amp transparency in a boundary-less organisation We are intellectually honest in advocating proposals includingrecognizing risks
Continuous innovation in products amp processes is the basis of our success
We are committed to the achievement of business success with integrity We are honest with consumers with business partners and with each other
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INTRODUCTION OF DABUR CHYWANPRASH
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Dabur Chyawanprash the trusted name for your entire familys health
Dabur Chyawanprash has anti-oxidant properties amp strengthens your bodysinternal defense mechanism the immune system thereby protecting you fromeveryday infections cough cold amp stress etc
At a time when flu and viruses are everywhere your immunity system provides the best prevention from these deadly diseases Chyawanprash a time-tested age-
old formulation has a number of herbs like Amla known to be one of the bestantioxidants Giloy (Guduchi) known to have immuno modulatory properties andhas more than 40 other natural ingredients to boost immunity
Dabur Chyawanprash The Health Giver
Derived from 2500-year-old Ayurvedic formula
Totally chemical-free natural and safe Powerful combination of herbs and plant extracts in a
base of Amla fruit pulp Refined by Dabur to provide traditional goodness with best quality
Reinforces the immune system amp helps fight disease Trusted health provider of a majority of Indian households
Usage
Dabur Chyawanprash has a tangy sweet-sour taste and the consistency of jamIt can be taken directly or with milk and as bread spread In all cases itstherapeutic properties remain stable and active In winters have a glass ofwarm milk after having Chyawanprash In summers have a glass of cold milkafter having Chyawanprash
Dose
1-2 teaspoonful
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STP ANALYSIS OF DABUR CHYAWANPRASH
SEGMENTATION
Dabur Chyawanprash is the market leader in the Chyawanprash segment It
comes under the category of health supplements The segments that it considers
are growing kids competitive youth ever busy housewives and the aged
For the growing kids In todays competitive environment the children are under
high pressure to excel
For the competitive youth Modern life keeps the youth busy and demands them
to be active and efficient
For ever-busy housewives The homemaker needs to be fit in order to shoulder
all responsibilities
For the aged Old age weakens a person physically and mentally
After segmenting the population into these categories it aims to keep them fit
and healthy
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TARGETING
Traditionally chyawanprash was supposed to be a health supplement for the
aged and kids Dabur Chyawanprash (DCP) is now targeting adults housewives
youth and kids This it is trying to achieve through its promotion activities by
making Amitabh Bacchan and Vivek Oberoi do the endorsement act Amitabh
has been projected as a user of Chyawanprash attempting to establish the
relevance of DCP amongst the adults in todayrsquos demanding lifestyle Vivek who
represents an urban ambitious non-user with a mindset that Chyawanprash is not
for him meets his moment of truth when outperformed by a young
Chyawanprash user thus reaching out to kids His final conversion from a non-
user to a Chyawanprash user connects with the Youth These two ads compliment
each other and connect very well with the targeted consumers
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POSITIONING
Andar se strongrdquo Dabur chyawanprash has the tag line Andar se strongrdquo By
using a natural language instead of scientific language it is able to connect with
the consumers and is able to achieve a better positioning in the minds of the
Indian health conscious consumer A category like Chyawanprash for instance
needs to understand that in employing the category language it loses any chance
of expressing its own benefit distinctively
Holistic Health benefit of Ayurveda Dabur Chyawanprash helps in stimulating
immune system relieving stress improving stamina fighting aging through anti-
oxidant property improving lung function fighting respiratory infections amp
building resistance to disease The brand conveys this health conscious holistic
view of the product
Brand Trust Over 100 years of Daburrsquos experience in Ayurveda ensures selection
processing and quality control of right herbs along with scientific and clinical
studies ndash makes DCP a trustworthy offering for consumers Consumers view DCP
as a product by a trusted brand and therefore do not need to think twice beforemaking a purchasing decisio
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65
MARKETING MIX OF DABUR CHYAWANPRASH
Dabur Chyawanprash is the market leader in the chyawanprash segment and has
achieved this with its innovative product offering pricing strategy easy
availability and promotion campaigns In the marketing mix of Dabur we shall be
discussing the 4 Ps of marketing mix with respect to Dabur Chyawanprash The
mix shall be analyzed as followed
Product
Price
Place
Promotion
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Product Price Promotion Place
bull Product
Variety
bull Quality
bull Design
bull Features
bull Brand
Names
bull Services
bull List Price
bull Discount
bull Financing
Schemes
bull Credit Terms
bull Advertising amp
Promotion
bull Public Relations
bull Sponsorships
bull Internet
Marketing
bull Channels
bull Location
bull Inventory
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PRODUCT
Dabur Chyawanprash is the leader in the Chyawanprash category
and enjoys a market share of 61 per cent In 50s Dabur pioneered the
concept of branded Chyawanprash and since has invested heavily in
product development clinical studies and consumer awareness The
product is essentially a health supplement
Known as the ldquoelixir of liferdquo Chyawanprash has (clinically) proven benefits in
maintaining smooth body functioning The principal ingredient Amla (Indian
Gooseberry) acts as an anti-oxidant and immuno-stimulant Dabur Chyawanprash
helps in stimulating immune system relieving stress improving stamina fighting
aging through anti-oxidant property improving lung function fighting respiratory
infections amp building resistance to disease It is these properties that make Dabur
Chyawanprash a preferred choice for its users
Ingredients of Dabur Chyawanprash
Vishwast Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts
Special Vishwast fortified with additional health beneficial herbs like
Keshar Akarkara etc
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Packaging
n
The figure above shows the evolution of the packaging of Dabur Chyawanprash
Dabur continuously innovates the package and branding of its chayawanprash It
launched Dabur Chyawanprash first in 1949 in a tin pack and it was the first
branded Chyawanprash in India Later Dabur came out with its new packet of
Chyawanprash with Amitabh Bachchan as their brand ambassador It also
received ldquoBrand Relaunch of the Year ldquoaward from IMA
Available in
Dabur Chyawanprash is available in three sizes to cater to the needs of different
types of people
1 One kilogram pack
2 500 gram pack
3 250 gram pack
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PRICE
The pricing of Dabur chyawanprash is very competitive Dabur chyawanprash uses
second degree price discrimination ie more the quantity lower the price
1kg Rs19500
500gms Rs11000
250gms Rs 6200
PRICEQUALITY MATRIX
Pricerarr
Quality
darr
High Middle Low
High
Luxury
Segment
Ideal For
Penetration
DABUR
CHYAWANPRASH
Premiere
Offering
Middle
Overpriced Average Real
Bargain
Low
Make The Sale
and Run
Unhappy
Customers
Cheap
Goods
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PLACE
Dabur has a very wide distribution of its products through 16 million retail outlets
and 50 C amp F agents all over India who distribute products to the retailers Adistribution of C amp F agents and manufacturing locations is given below
Daburrsquos distribution network extends beyond India in the following countries as
well
Distribution Network
Central North amp South America
Australia
Asia
Middle East
North amp South Africa
East amp West Europe
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PROMOTION
The main form of promotional activities of Dabur chyawanprash are concentrated
towards advertising and it has neglible sales promotional activities
Advertising
Nothing can happen without establishing the brandrsquos heritage emphasizing
technological prowess explaining benefits and building bonds with prospective
buyers Ads are necessary because the images are still mouldable and fluid and
the consumerrsquos sophistication level is low Dabur chyawanprash is advertised on
print media as well as on television
The company has launched two ads one each with Amitabh and Vivek in
national electronic media followed by a series of print media campaign directed
towards creating awareness to educate people about the holistic benefits of
ChyawanprashThe ads have been created by McCann Ericsson and the company
would be spending close to Rs 10 crore in promotional campaign this year The
ads would also be translated in Bengali These advertisements are supposed to
target the old and the younger generation respectively
Thecompany has launched a new ad with MS Dhoni who is leader of Indian
cricket team
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SWOT ANALYSIS OF DABUR
STRENGTHS
Strong presence in well defined
niches( like value added Hair Oil and
Ayurveda specialities)
Core knowledge of Ayurveda as
competitive advantage
Strong Brand Image
Product Development Strength
Strong Distribution Network
Extensive Supply Chain
IT Initiatives
R amp D ndash a key strength
WEAKNESS
Seasonal Demand( like
chyawanprash in winter and Vatika not
in winter)
Low Penetration(Chyawanprash)
High price(Vatika)
Limited differentiation (Vatika)
Unbranded players account for
the 23rd of the total market(Vatika)
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OPPORTUNITIES
Untapped
Market(Chyawanprash)
Market Development
Export opportunities
Innovation
Increasing income level of the
middle class Creating additional consumption
pattern
THREATS
Existing Competition( like
Himani baidyanath and Zandu for
Dabur Chyawanprash and MaricoKeo
Karpin HLL and Bajaj for Vatika Hair Oil)
New Entrants
Threat from substitutes (like
Bryllcream for Vatika hair oil)
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OBJECTIVE OF THE STUDY
The major objective of the survey is to collect the data from outlets in the
specified areas where cold drinks are to be sold
To make an assessment of availability of several brands of dabur in
different packs and size in the specified areas
To make an assessment of market presence program of the dabur
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Research Methodology
Data collection
Sample unit
1) working people (including men amp women) amp housewife
2) college students
3) school students
4) senior citizens
5) Retailer
Sample size
1 working people amp housewife 30
2 college students 25
3 school students 20
4 senior citizens 15
5 Retailer 10
Sampling techniques
Judgmental sampling techniques used
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Sampling region
Sampling region will be DELHI in rural area
Data collection method
1 Primary data It will be collected with the help of a self administered
questionnaire
2 Secondary data it will be collected with the help of books research
papers magazines news papers journals internet etc
3
Research instruments
Questionnaire design
As the questionnaire is self administrated one the survey will be simple and user
friendly Words used in questionnaire will be readily understandable to all
respondent Also technical jargons will be avoided to ensure that there is no
confusion for respondents
Data Analysis - Data analysis will be done with the help of MS Excel and SPSS
Software
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DATA ANALYSIS
DABUR CHYAWANPRASH
1 AWARNESS LEVEL
I
NTERPRETATION-
According to serveyAll person are know the dabur100 person of dabur65
person kmow the Baidyanathamp Dabur 40 people of HimaniBaidyanath and
Dabur 60 person of ZanduHimaniBaidyanath and Dabur
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2 PREFERRED BRAND
INTERPRETATION-
According to servey60 person are preferred dabur product 15 person are
preferred Baidynath product 15 person are preferred Himani product 10 person
are preferred Zandu
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3SATISFACTION LEVEL
INTERPRETATION-
According to servey100 satisfaction level of dabur product 80 satisfaction level
of Baidynath product 80 satisfaction level of Himani product
60 satisfaction level of Zandu product
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4 REASONS FOR SELECTING A PARTICULAR BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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5HOW DID YOU COME TO KNOW ABOUT THIS BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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6 PREFERRED PACK SIZE
INTERPRETATION-
According to servey50 person are preferred 500gm product 30 person are
preferred 1kg product 20 person are preferred 250gm product
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8 REASON TO SELECT PREFERRED PACK SIZE
INTERPRETATION-
According to servey20 person are select product of itrsquos availability pack size
40 person are select product of itrsquos price pack size 25 person are select
product of itrsquos family pack size 15 person are select product of itrsquos storage
pack size
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9 FREQUENCY OF
PURCHASE
INTERPRETATION-
According to servey30 People are purchase product after one month 55
People are purchase product after two months 15 People are purchase
product after six months
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COMPETITOR ANALYSIS
The key competitorrsquos of Dabur in the Chyawanprash segment are Baidyanath
Zandu and Himani which together with Dabur have about 85 of Indias domestic
market
Dabur is Indias largest Ayurvedic medicine supplier and the fourth largest
producer of FMCG It was established in 1884 and had grown to a business level
in 2003 of about 650 million dollars per year though only a fraction of that is
involved with Ayurvedic medicine Dabur Chyawanprash (herbal honey) has a
market share of 61We have tried to analyse the competition for Dabur in the
Chyawanprash segment as follows
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The Himani Group
It founded in 1974 provides a diverse range of products doing 110 million dollars
of business annually though only a portion is involved with Ayurvedic products
through its Himani line the company is mainly involved with toiletries and
cosmetics but also provides Chyawanprash and other health productsIts market
share is 12
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CONCLUSIONS
The Chyawanprash Industry is yet to capture the beverage market in full swing Packed Chyawanprash
followed by Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts the market The consumerrsquos patriotic love for tea and coffee is unfared
Chyawanprash are yet to establish their supplement use in the average household here in lies the great
opportunities Within the market it is safe to conclude that dabur has hit off ratherwell with the
masses
dabur has clearly lost it head start advantage and thereby acquiring just 35 of the market share while
others enjoys rest of the market share This could be well attributed to dabor successful ATA
(Availability Taste and Affordability) marketing module the attributes most rated by the consumersLack of publicity has hampered the growth progress of the brand so aggressive advertising is needed to
promote Chyawanprash and vatika hair oil brand
The brands such as that of Chyawanprash by vednath Chyawanprash with its lsquosonacahndi lsquoMinute-
madersquo and also US food giantssDel Monte are ready to hit the Chyawanprash market very soon
As the strategies of the companies keeps on changing be it in Chyawanprash industry a company has
to create perceptions and cover them into realities It is an expensive proposition requiring huge
expenditure on advertising sponsorships and media Thus the ideal company will be the one which
combines the high end technology with consumer insight
As 16 of the excise duty is exempted on food products in this budget Many food companies including
Dabur got benefited from it On the analysis of survey it was found that target Market of Chyawanprash
want quality benefit rather then Price benefit so it is better to stress on quality rather than on
decreasing price to increase sales and profit
To increase market share Dabur should give slight price benefit on Dabur brand so that customers of
other Juice brand should switch from other brand to Dabur brand
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Findings
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey100 satisfaction level of dabur product 80 satisfaction level of
Baidynath product 80 satisfaction level of Himani product 60 satisfaction level of
Zandu product
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis According to servey50 person are preferred 500gm
product 30 person are preferred 1kg product 20 person are preferred 250gm
product
According to servey20 person are select product of itrsquos availability pack size 40
person are select product of itrsquos price pack size 25 person are select product of itrsquos
family pack size 15 person are select product of itrsquos storage pack size
According to servey30 People are purchase product after one month 55 People are
purchase product after two months 15 People are purchase product after six months
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LIMITATIONS
No study is free from limitations The limitations of this study can be
Sample size taken is small and may not be sufficient to predict theresults with 100 accuracy
The result is based on primary and secondary data that has itrsquos own limitations
The study only covers the area of Delhi that may not beapplicable to other areas
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RECOMMENDATIONS
Focus on growing core brands across categories
Reaching out to new geographies within Hapur area
Improve operational efficiencies by leveraging technology
Be the preferred company to meet the health and personal grooming needs of
our target consumers with safe efficacious natural solutions by synthesizing the
deep knowledge of ayurveda and herbs with modern science
Provide consumers with innovative products within easy reach
Vatika hair care centre On the lines of Maricorsquos Kaya Skin Clinic Dabur
could start a venture called Vatika hair care centre which would provide total hair
care solutions It could have hair care experts to solve hair problemsServices could
include dandruff treatment straightening of hair treatment for split endsetc
Position Dabur Chyawanprash as not more of a medicine but as something
which is necessary for health
More initiatives like ldquo Dabur ki Deewarrdquo to increase brand visibility It is an
initiative to occupy shelf space
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92
BIBLIOGRAPHY
Books
Marketing Management Twelfth Edition ndash Philip Kotler amp Kevin Lane Keller
Websites
wwwgooglecom
wwwdaburcom
wwwtutor2unet
wwwbrandchannelcom
The time of india
Forbs magazing
Hinustan time
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YES NO
7Which pack size do you prefer
YES NO
8On what parameters do you choose this pack size
YES NO
9 how do u increase the company position
YES NO
10 how you increase your company position in market agains other company
YES NO
![Page 10: Making by Th Harsh Pandit](https://reader033.vdocuments.mx/reader033/viewer/2022052406/577cd3191a28ab9e7896af7d/html5/thumbnails/10.jpg)
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10
Dabur India Limited has marked its presence with some very significant
achievements and today commands a market leadership status Our story of
success is based on dedication to nature corporate and process hygiene dynamic
leadership and commitment to our partners and stakeholders The results of our
policies and initiatives speak for themselves
Leading consumer goods company in India with a turnover of Rs223372
Crore (FY07)
2 major strategic business units (SBU) - Consumer Care Division (CCD)
and Consumer Health Division (CHD)
3 Subsidiary Group companies - Dabur Foods Dabur Nepal and Dabur
International and 3 step down subsidiaries of Dabur International - Asian
Consumer Care in Bangladesh African Consumer Care in Nigeria and Dabur
Egypt
13 ultra-modern manufacturing units spread around the globe
Products marketed in over 50 countries
Wide and deep market penetration with 47 CampF agents more than 5000
distributors and over 15 million retail outlets all over India
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11
1884 Birth of Dabur
1896 Setting up a manufacturing plant
Early
1900sAyurvedic medicines
1919Establishment of research
laboratories
1920 Expands further
1936 Dabur India (Dr SK Burman) Pvt Ltd
1972 Shift to Delhi
1979Sahibabad factory Dabur Research
Foundation
1986 Public Limited Company
1992 Joint venture with Agrolimen of Spain
1993 Cancer treatment
1994 Public issues
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12
1995 Joint Ventures
1996 3 separate divisions
1997 Foods Division Project STARS
1998 Professionals to manage the Company
2000 Turnover of Rs1000 crores
2003 Dabur demerges Pharma Business
2005 Dabur aquires Balsara
2005Dabur announces Bonus after 12
years
2006Dabur crosses $2 Bin market Cap
adopts US GAAP
2006 Approves FCCBGDRADR up to $200
million
2007 Celebrating 10 years of Real
2007 Foray into organised retail
2007 Dabur Foods Merged With Dabur
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13
India
2008 Acquires Fem Care Pharma
2009Dabur Red Toothpaste joins Billion Rupee Brand club
2010Dabur makes its first overseas acquisition
2011 Dabur enters professional skin care market
2011Dabur India acquires 30-Plus from Ajanta Pharma
2012 Dabur crosses Billion-Dollar Turnover Mark
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14
Founding Thoughts
What is that li fe worth which cannot bri ng comfor t to others
The doorstep Daktar The story of Dabur began with a small
but visionary endeavour by Dr S K Burman a physician
tucked away in Bengal His mission was to provide effective
and affordable cure for ordinary people in far-flung villages
With missionary zeal and fervour Dr Burman undertook the
task of preparing natural cures for the killer diseases of those
days like cholera malaria and plague
Soon the news of his medicines traveled and he came
to be known as the trusted Daktar or Doctor who came
up with effective cures And that is how his venture Dabur got its name - derived
from the Devanagri rendition of Daktar Burman Dr Burman set up Dabur in 1884
to produce and dispense Ayurvedic medicines Reaching out to a wide mass of
people who had no access to proper treatment Dr S K Burmans commitment and
ceaseless efforts resulted in the company growing from a fledgling medicine
manufacturer in a small Calcutta house to a household name that at once evokes
trust and reliability
The mission continues
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15
PASSION FOR WINNING
We all are leaders in our area of responsibility with a deep
commitment to deliver results We are determined to be the bestat doing what matters most
Milestones to success
Dabur India Ltd made its beginnings with a small pharmacy but
has continued to learn and grow to a commanding status in the
industry The Company has gone a long way in popularising and
making easily available a whole range of products based on the
traditional science of Ayurveda And it has set very high
standards in developing products and processes that meet
stringent quality norms As it grows even further Dabur will
continue to mark up on major milestones along the way setting
the road for others to follow
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16
1884 - Established by Dr S K Burman at Kolkata
1896 - First production unit established at Garhia
1919 - First RampD unit established
Early 1900s - Production of Ayurvedic medicines
Dabur identifies nature-based Ayurvedic medicines as its area of specialisation
It is the first Company to provide health care through scientifically tested
and automated production of formulations based on our traditional science
1930 - Automation and upgradation of Ayurvedic products
manufacturing initiated
1936 - Dabur (Dr S K Burman) Pvt Ltd Incorporated
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 ancient restorative Chyawanprash is launched in packaged
form and becomes the first branded Chyawanprash in India
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17
1957 - Computerisation of operations initiated
1970 - Entered Oral Care amp 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 is made 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 completes 100 years
1988 - Launches pharmaceutical medicines
1989 - Care with fun
The Ayurvedic digestive formulation is converted into a childrens fun product
with the launch of Hajmola Candy In an innovative move a curative product
is converted to a confectionary item for wider usage
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18
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 Intaxel (Paclitaxel) Dabur
Research Foundation develops an eco-friendly process to extract the drug from
its plant source
1996 - Enters foods business with the launch of Real Fruit Juice
1996 - Real 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 1000 crore mark
Dabur establishes its market leadership status by staging a turnover of
Rs1000 crores Across a span of over a 100 years Dabur has grown from a
small beginning based on traditional health care To a commanding position
amongst an august league of large corporate businesses
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19
2001 - Super specialty drugs
With the setting up of Dabur Oncologys sterile cytotoxic facility the
Company gains entry into 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
2002 - Dabur record sales of Rs 116319 crore on a net profit of Rs 644
crore
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 this 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 ISO 9002
certification
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20
Science for nature
Reinforcing its commitment to nature and its conservation Dabur Nepal a
subsidiary of Dabur India has set up fully automated greenhouses in Nepal
This scientific landmark helps to produce saplings of rare medicinal plants
that are under threat of extinction due to ecological degradation
2005 - Dabur acquires Balsara
As part of its inorganic growth strategy Dabur India acquires Balsaras
Hygiene and Home products businesses a leading provider of Oral Care and
Household Care products in the Indian market in a Rs 143-crore all-cash
deal
2005 - Dabur announces bonus after 12 years
Dabur India announced issue of 11 Bonus share to the shareholders of the
company ie one share for every one share held The Board also proposed an
increase in the authorized share capital of the company from existing Rs 50
crore to Rs 125 crore
2006 - Dabur crosses $2 bin market cap adopts US GAAP
Dabur India crosses the $2-billion mark in market capitalisation The
company also adopted US GAAP in line with its commitment to follow
global best practices and adopt highest standards of transparency and
governance
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21
2006 - Approves FCCBGDRADR up to $200 million
Moving forward on the inorganic growth path Dabur India decides to raise up
to $200 million from the international market through Bonds FCCBs GDRADR QIPs or any other securitiesThe capital raised will be used to fund
Daburs aggressive growth ambitions and acquisition plans in India and
abroad
2007 - Celebrating 10 years 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 HampB 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 amp Beauty format
2007 - Dabur Foods Merged With Dabur India
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
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22
Dabur has an illustrious Board of Directors who are committed to take the
company onto newer levels of human endeavour in the service of mankind The
Board comprises of
Chairman
Vice-
Chairman
Dr Anand
Burman
Mr Amit Burman
Whole Time Directors
Mr PD Narang Mr Sunil
Duggal
Mr Pradip Burman
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23
Non Whole Time Promoters Directors
Mr Mohit Burman
Independent Directors
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His Highness
Maharaja
=Mr P N
Vijay
Mr R C
Bhargava
Dr S Narayan
Sunil DuggalChief Executive Officer
Dabur India Limited
Sunil Duggal took over as the Chief Executive Officer
of Dabur India Limited in June 2002 holding reins of the
organisation he joined in 1995
Mr Duggal started his career as a management trainee in
Wimco Limited in 1981 after getting his Engineering
Degree (Electrical amp Electronics) from BITS Pilani and
Business Management from IIM Calcutta His stint atWimco continued till 1994 with a break in between
when he joined Bennett
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Spanning a career of over 20 years Sunil Duggal has travelled widely across Indiaand handled diverse portfolios that have helped him understand the dynamics of
FMCG businesses and market trends He is well versed in the intricacies of Indias
regional diversities and consumer needs
Mr Duggal lives in Delhi with his wife and one child Whenever he gets a break
from his official responsibilities Mr Duggal likes to spend time at home with his
family and an occasional round of golf
Coleman amp Co Ltd for a short period In 1994 he moved to Pepsi Foods as GM
Sales Operation
In 1995 he came into the Dabur family as General Manager (Sales amp Marketing)
of the Family Products Division with products like Dabur Amla Lal Dant Manjan
and Vatika in his portfolio This Division spearheaded the spectacular growth
recorded by Dabur in this period Vatika was also launched during this period and
is now the Companys second biggest brand
With his dynamic spirit and leadership abilities he soon became Vice-President
and SBU-Head of the Family Products Division In July 2000 Mr Duggal was
appointed Director Sales and Marketing of Dabur India Limited And in 2002 he
became the CEO of the Company - a professional with valuable experience to
steer the company ahead in its growth plans
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27
Good corporate governance and transparency in actions of the management is key
to a strong bond of trust with the Companyrsquos stakeholders Dabur understands the
importance of good governance and has constantly avoided an arbitrary decision-
making process Our initiatives towards this end include
Professionalisation of the board
Lean and active Board(reduced from 16 to 10 members)
Less number of promoters on the Board
More professionals and independent Directors for better management
Governed through Board committees for Audit Remuneration Shareholder
Grievances Compensation and Nominations
Meets all Corporate Governance Code requirements of SEBI
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28
When our Founder Dr S K Burman first established Dabur he had a vision that
saw beyond the profit motive In his words What is that life worth which cannot
bring comfort to others This ideal of a humane and equitable society led to
initiatives taken to give back some part of what Dabur has gained from the
community
Our major initiatives in the Social sector include
Establishment of the Sustainable Development Society or Sundesh in 1993
- a non-profit organisation to promote research and welfare activities in rural
areas
Promoting health and hygiene amongst the underpriviledged through the
Chunni Lal Medical Trust and
Organising the Plant for Life programme for schoolchildren - to create
environmental awareness amongst young minds
Our commitment to Environment
Ancient wisdom of conservation
From times immemorial Indian sages and men of wisdom have understood and
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29
appreciated the value of nature and its conservation Our ancestors recognised
that if we grabbed from nature beyond what was healthy it would lead to all
round degradation and even the extinction of humanity That is why nature was
sanctified and worshipped in the form of gods and goddesses
Dabur upholds the tradition
Today we at Dabur also value natures bounty Without the fruits of nature the
vision of Dabur would never have been fulfilled And that is the reason for our
unfailing commitment to ecological conservation and regeneration We would like
to follow the principles of our ancient texts which say
Dehi me dadami te - you give me and I give you
Back to Nature
Rare herbs and medicinal plants are our most valuable resource from which all
our products are derived Due to overexploitation of these resources and
unsustainable practices these plants and herbs are fast reaching the point of
extinction In view of this critical situation Dabur has initiated some significant
programmes for ecological regeneration and protection of endangered plantsecies
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30
Plants for Life
We have set up the Plants for Life project in the mountainous regions of the
Himalayas Under the project a high-tech greenhouse facility has been set up for
developing saplings of rare and endangered medicinal plants Fully computer-
controlled and monitored this greenhouse maintains the highly critical
environmental parameters required for their survival We are also developing
quality saplings of more than 20 herbs 8 of them endangered through micro
propagation
In addition satellite nurseries spread across mountain villages and
contract cultivation of medicinal herbs helps in maintaining the ecological
balance These measures have also helped provide local cultivators the scientific
knowledge for harvesting herbs and a steady source of income So that they are
not forced to exploit the environment to earn a livelihood
Living a Green Heritage
These are significant steps that can contribute to a better world for coming
generations To whom we would like to bequeath a world not bereft of nature
But full of flowering and fruit bearing trees animals birds and humans living in
good health and complete harmony
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31
Kashambi Corporate Office
Corporate Office
Kaushambi
Ghaziabad - 201010
Uttar Pradesh India
Tel
+91 (0120) 3982000 (30 Lines)
+91 (0120) 3001000 (30 Lines)
Registered Office
83 Asaf Ali Road
ew Delhi ndash 110 002
Tel +91 (011) 23253488
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DABUR WORLD WIDE
Daburs mission of popularizing a natural lifestyle transcends national boundaries Today
there is global awareness of alternative medicine nature-based and holistic lifestyles and
an interest in herbal products Dabur has been in the forefront of popularizing this
alternative way of life marketing its products in more than 50 countries all over the
world
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Our products World Wide
We have spread ourselves wide and deep to be in close touch with our overseas
consumers
Offices and representatives in Europe America and Africa
A special herbal health care and personal care range successfully selling in
markets of the Middle East Far East and several European countries
Inroads into European and American markets that have good potential due to
resurgence of the back-to-nature movement
Export of Active Pharmaceutical Ingredients (APIs) manufactured under strict
international quality benchmarks to Europe Latin America Africa and other Asian
countries
Export of food and textile grade natural gums extracted from traditional plant
sources
Partnerships and Production
Strategic partnerships with leading multinational food and health care
companies to introduce innovations in products and services
Manufacturing facilities spread across 3 overseas locations to optimise
production by utilising local resources and the most modern technology available
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35
OVERVIEW OF FMCG SECTOR IN INDIA
The Indian FMCG sector is
the fourth largest sector
in the economy with a
total market size in excess
of US$ 131 billion It has
a strong MNC presence
and is characterised by a
well-established
distribution network
intense competition
between the organised and
unorganised segments and
low operational cost Availability of key raw materials cheaper labour costs and
presence across the entire value chain gives India a competitive advantageThe FMCG market is set to treble from US$ 116 billion in 2003 to US$ 334
billion in 2015 Penetration level as well as per capita consumption in most
product categories like jams toothpaste skin care hair wash etc in India is low
indicating the untapped market potential Burgeoning Indian population
particularly the middle class and the rural segments presents an opportunity to
makers of branded products to convert consumers to branded products Growth is
also likely to come from consumer upgrading in the matured product categories
With 200 million people expected to shift to processed and packaged food by
2010 India needs around US$ 28 billion of investment in the food-processing
industry
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India is one of the largest emerging markets with a population of over one billion
India is one of the largest economies in the world in terms of purchasing power
and has a strong middle class base of 300 millionAround 70 per cent of the total
households in India (188 million) resides in the rural areas The total number of
rural households are expected to rise from 135 million in 2001-02 to 153 million
in 2009-10 This presents the largest potential market in the world The annual
size of the rural FMCG market was estimated at around US$ 105 billion in 2001-
02 With growing incomes at both the rural and the urban level the market
potential is expected to expand further
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TMarketing Mi
Product Place
Target
Market
Price Promotion
The firm attempts to generate a positive response in the target market by blending
these four marketing mix variables in an optimal manner
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38
A Summary Table of the Marketing Mix
The following table summarizes the marketing mix decisions including a list of
some of the aspects of each of the 4Ps
Summary of Marketing Mix Decisions
Product Price Place Promotion
Functionality
Appearance
Quality
Packaging
Brand
Warranty
ServiceSuppor
t
List price
Discounts
Allowances
Financing
Leasing
options
Channel members
Channel
motivation
Market coverage
Locations
Logistics
Service levels
Advertising
Personal
selling
Public
relations
Message
Media
Budget
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DABUR FOODS SELLING PROCESS
Dabur food process of selling starts from stockiest
CampFA dose not have any process to play in the process of selling of dabur
foods products They are just Clearing amp Forwarding Agents they store the
manufacturing products and then supply it to stockiest
Stockiest pay the money to dabur foods through demand draft
Stockiest further sells the products to retailers
Retailer finally sells the products to consumers
MARKETING HOW DABUR FOODS IS USING MIX
Product
Appearance Dabur tries to make its products appear very attractive
Quality Quality of the product is really unmatchable as it is tested number of
times and its products are processed using very advanced machinery and
technology
Packaging Dabur products packaging is done in such a way that its juices does
not get expired before 6 months inspite of perishable products
Brand Dabur itself is a very reputed and well known brand in the market and its
Real juice is also known all over India
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Warranty Dabur as such does not gives any warranty but if there is any problem
in its products before expiry then they replace the product
ServiceSupport Dabur foods provide full support to its stockiest retailers and
consumers what so ever the problem is
Price
List price Dabur decide its price according to its competitors and the price
structure is different for retailers and stockiest
Discounts There are different discounts for retailers stockiest and consumer from
time to time
Allowances Special allowances are gicen to stockiest sales man if he acives his
targets
Place
Channel members Channel members or business partners of dabur are its
stockiest retailers
Channel motivation Channel motivation for dabur is pull and push strategy
Market coverage Dabur Foods has a distribution network that covers 175 towns
and 75 thousand retail outlets making its product available to the consumers across
the country at ease
Locations Dabur foods try to cover or tries to place its products in each and every
shop and every location
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Promotion
Advertising Dabur products are advertised through television newspapers
magazine etc
Personal selling Dabur hardly do any personal selling except in tent shows and
road shows Same for less amp more for same
Media Media of promotion is TV Radio newspapers magazine
Budget Budget is Decided by finance team for different strategic business unit
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Critique of selling
In theory the purpose of selling is to help a customer realize his or her goals in an
economic fashion However in reality this is not always the case Customers can be influenced to purchase a product or service that initially was not of interest to
them Some salespeople are trained in the art of selling customers things they dont
need
Take for example the purchasing of a car a consumer may have a set of cars in
mind (called an evoked set) that she feels match her needs wants and budget She
may seek the advice of a salesperson given that a salesperson can help her realize
the right car given those criteria This can be a socially useful function salespeople
have specialized knowledge of products that can help consumers make an informed
decision However a salesperson may also talk a consumer into purchasing a more
expensive or perhaps larger car then she needs or can afford In this context the
salesperson may have usefully helped the customer re-evaluate her needs thereby
establishing a new set of appropriate choices among which included the newer orlarge car This again would be a helpful and useful service provided by the
salesperson However it is sometimes the case that customers purchase a product
or service that was not initially intended and remains an inappropriate purchase
after the fact On the other hand the consumer in this scenario can be held partially
responsible for the inappropriate purchase indeed A fool and his money are soon
parted (PT Barnum English proverbs)
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This dysfunctional behavior is encouraged by
Incentives of salespeople to increase their total number of sales especially where
retailers keep track of sales or offer commission-based salaries
Incentives from the manufactures of products or the companies of service
providers to salespeople to sell their products where other similar products
offered by competitors are offered
The incentive to sell a customer a product that is in need of being cleared
out despite the fact that a customer may be better to wait for the new
product
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Channel Of Distributions
Manufacturing Plant
Clearing and forwarding agent (different regions)
Stockist A Stockist B Stockist C
Retailers Retailers Retailers Retailers Retailers Retailers
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CONSUMERS
The above diagram it shows channel of distribution of dabur foods here first the products are manufactured and from Manufacturing plants the packed goods are
supplied to Clearing And Forwarding Agents(CampFA) and from here the goods are
then further supplied to number of Stockiest or Distributors from here goods
reaches to large number of Retailers and it is the duty of Stockiest to take orders
from retailers and then supply the goods to them this work is generally done by
stockiest salesman through ready stock or by taking orders first and then placing
the order From here the goods finally reaches to Customers Customer purchases
the product from retailers
This was the basic Channel of Distribution used by Dabur Foods now I will throw
light on each channel of distribution of Dabur Foods
Supply Chain Management
Supply chain management starts before physical distribution it involves procuring
the right inputs (raw materials components and capital equipment) converting
them into finished products and dispatching them to the final destinations The
supply chain perspective can help identify superior suppliers and distributors and
help them improve productivity which ultimately brings down the companyrsquos
costs
A broader view sees a company at the center of a value network that
includes its suppliers its immediate customers and their end customers The value
network includes valued relations with others such as university researchers
government approval agencies and so on
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MANUFACTURING PLANT
Dabur Foods has Number of products in its product line but its main area of
interest or the product on which they concentrate the most is Real Juice amp Coolers
Dabur has its manufacturing plant at Nepal and at Jaipur where juice is
manufactured and tested
PROCUREMENT amp TRANSPORT
Getting the raw material and packaging material requirement from the
production unit in charge
Constant updates on the procurement of materials and transport details
Production details and ingredient content information from the different personnel and coordinating this activity
PACKAGING
Approval and coordination of the supply of packaging material to the
production unit
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CLEARING AND FORWARDING AGENTA (CampFA)
From manufacturing plant the stock is transported or supplied to clearing
and forwarding agents
Clearing and Forwarding Agents is a third party and Dabur gives contract to
them so company has nothing to do in building the relationship with them
Here CampFA keep or stock the goods with them
They charge dabur for stocking the good and even dabur donrsquot mind doing
so as it is a measure of cost cutting as well as there is no need for gowdowns
and maintenance
For Ghazizbad Meerut Delhi NCR there is one CampFA whish is situated in
Mohan Nagar here all goods which dabur foods hare kept here
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STOCKIEST OR DISTRIBUTORS
Stockiest store the products in their godowns CampFA supplies the goods to
them as per their order
Stockiest has some sales men working under him they are known as
stockiest sales man Their work is to place the products in the market and
take order from retailers and then supply goods to them
Sales man either take ready stock with them or they first take orders and
then supply goods later on
There is a beat which is a schedule route of sales man means sales man has
to daily cover the route as mention in the beat
Merchandising making products visible pasting posters putting banners
and seeing that goods are properly placed in the retail outlets is also the duty
of stockiest sales man
Companiesrsquo sales officer keeps a check on the stockiest and monthly report
is also prepared which is further analyzed by ASM amp ZSM
In Noida Dabur has 1 stockist and in Ghaziabad 1
RETAILERS
Retailers are backbone of the company as they are the one who can take the
product on new heights or can bring it down to toes
Stockiest supplies goods to retailers and tries Persuading retailers to give the
brand special displays (using merchandising tools) to get affective brand
presence and arranging it in more noticeable manner
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Classification of outlets in different type of markets is different according to
their sales volume
TYPES OF RETAILS OUTLETS
Class Average Monthly Business
A Above 10000
B 5000-10000
C Upto 5000
Margin of retailers is always higher than stockiest
Retailers are the one who have direct contact with the customers
Dabur Foods has a distribution network that covers 175 towns and 75
thousand retail outlets making its product available to the consumers across
the country at ease
TYPES OF RETAIL MARKET
The retail market can be classified on the basis of magnitude of retail
SCATTERED MARKET
Lesser no of outlets and
Extensive outlets
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BLOCK MARKET
Large no of retail outlets in chunk
SUPER MARKET
Through their superior information logistical systems and buying power deliver
good service and immense volumes of products at attractive prices
CHAIN OUTLETS
Having more than one key outlet all across with a single control unit and central
purchasing strategy
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M PRODUCT LINE
Foods
Real
Real Activ
Hommade
Lemoneez
Capsico
Health Care
Baby Care
Dabur Lal Tail
Dabur Baby Olive Oil
Dabur Janma Ghunti
Health Supplements
Dabur Chyawanprash Dabur Glucose D
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Digestives
Hajmola Yumstick
Hajmola Mast Masala
Anardana
Hajmola
Hajmola Candy
Hajmola Candy Fun2
Pudin Hara (Liquid and Pearls)
Pudin Hara G
Dabur Hingoli
Natural Cures
Shilajit Gold
Nature Care Sat Isabgol
Shilajit
Ring Ring
Itch Care
Backaid
Shankha Pushpi Dabur Balm
Sarbyna Strong
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Personal Care
Hair Care Oil
Amla Hair Oil
Amla Lite Hair Oil
Vatika Hair Oil
Anmol Sarson Amla
Hair Care Shampoo
Anmol Silky Black Shampoo
Vatika Henna Conditioning Shampoo
Vatika AntiDandruff Shampoo
Anmol Natural Shine Shampoo
Oral Care
Dabur Red Gel
Dabur Red Toothpaste
Babool Toothpaste
Dabur Lal Dant Manjan
Dabur Binaca
Toothbrush
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Dabur Amongst Top Three Most
Respected FMCG Companies
Dabur Real Bags Gold In Readers
Digest Trusted Brand Awards
Dabur Figures In Top Great PlaceTo Work 2006 List
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Dabur has been ranked
amongst Indias Most
Innovative Companies by
a Business Today-Monitor
Group survey
Hajmola has been ranked
34th in Indiarsquos 100 Most
Valuable Brands list
Hajmola one of the
strongest brands in
Daburs portfolio
has been listed
among the Top 18
Iconic Brands in
India that have
stood the test oftime
Dabur Indiarsquos fruit juice
brand Reacuteal awarded the
Three Dabur brands --
Hajmola Dabur Amla and
Hajmola moves up
11 spots to take the
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Readerrsquos Digest Gold
Trusted Brand Award
2008 in the food amp
beverages category
Vatika -- have debuted in
the Economic Times
Brand Equitys Most
Trusted Brands 2008 list
Besides Dabur Foods has
climbed up to take the
40th spot
34th position
among Indias Top
100 Most Valuable
Brands of 2008
released by 4Ps and
ICMR
Dabur India Ltd has been ranked 28th in the list of Indias Top 50 Most
valuable (Company) Brands by Brand Finance
newu was voted the Most
Admired New Retail
Launch of the year at
Images Retail Awards
Dabur India CEO Mr
Sunil Duggal was named
Best Corporate Leader of
2008 at the BampE
Leadership and Excellence
Dabur India Ltd
was ranked the
Business Leader in
the FMCG -
Personal Care
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Awards Category at the
NDTV Profit
Business
Leadership Award
2008
Dabur India Ltd CEO Mr
Sunil Duggal has been
ranked among Indias
Most valueable CEOs by
Business World
Dabur India Ltd has been listed among the Super
100 of India Inc prepared by Business India
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Dedicated to the health and well being of every household
This is our company We accept personal responsibility and accountability to meet business needs
We all are leaders in our area of responsibility with a deep commitment to deliver results We are determined to be the best at doing what matters most
People are our most important asset We add value through result driven training and we encourage amp reward excellence
We have superior understanding of consumer needs and develop products to fulfill them better
We work together on the principle of mutual trust amp transparency in a boundary-less organisation We are intellectually honest in advocating proposals includingrecognizing risks
Continuous innovation in products amp processes is the basis of our success
We are committed to the achievement of business success with integrity We are honest with consumers with business partners and with each other
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INTRODUCTION OF DABUR CHYWANPRASH
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Dabur Chyawanprash the trusted name for your entire familys health
Dabur Chyawanprash has anti-oxidant properties amp strengthens your bodysinternal defense mechanism the immune system thereby protecting you fromeveryday infections cough cold amp stress etc
At a time when flu and viruses are everywhere your immunity system provides the best prevention from these deadly diseases Chyawanprash a time-tested age-
old formulation has a number of herbs like Amla known to be one of the bestantioxidants Giloy (Guduchi) known to have immuno modulatory properties andhas more than 40 other natural ingredients to boost immunity
Dabur Chyawanprash The Health Giver
Derived from 2500-year-old Ayurvedic formula
Totally chemical-free natural and safe Powerful combination of herbs and plant extracts in a
base of Amla fruit pulp Refined by Dabur to provide traditional goodness with best quality
Reinforces the immune system amp helps fight disease Trusted health provider of a majority of Indian households
Usage
Dabur Chyawanprash has a tangy sweet-sour taste and the consistency of jamIt can be taken directly or with milk and as bread spread In all cases itstherapeutic properties remain stable and active In winters have a glass ofwarm milk after having Chyawanprash In summers have a glass of cold milkafter having Chyawanprash
Dose
1-2 teaspoonful
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STP ANALYSIS OF DABUR CHYAWANPRASH
SEGMENTATION
Dabur Chyawanprash is the market leader in the Chyawanprash segment It
comes under the category of health supplements The segments that it considers
are growing kids competitive youth ever busy housewives and the aged
For the growing kids In todays competitive environment the children are under
high pressure to excel
For the competitive youth Modern life keeps the youth busy and demands them
to be active and efficient
For ever-busy housewives The homemaker needs to be fit in order to shoulder
all responsibilities
For the aged Old age weakens a person physically and mentally
After segmenting the population into these categories it aims to keep them fit
and healthy
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TARGETING
Traditionally chyawanprash was supposed to be a health supplement for the
aged and kids Dabur Chyawanprash (DCP) is now targeting adults housewives
youth and kids This it is trying to achieve through its promotion activities by
making Amitabh Bacchan and Vivek Oberoi do the endorsement act Amitabh
has been projected as a user of Chyawanprash attempting to establish the
relevance of DCP amongst the adults in todayrsquos demanding lifestyle Vivek who
represents an urban ambitious non-user with a mindset that Chyawanprash is not
for him meets his moment of truth when outperformed by a young
Chyawanprash user thus reaching out to kids His final conversion from a non-
user to a Chyawanprash user connects with the Youth These two ads compliment
each other and connect very well with the targeted consumers
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POSITIONING
Andar se strongrdquo Dabur chyawanprash has the tag line Andar se strongrdquo By
using a natural language instead of scientific language it is able to connect with
the consumers and is able to achieve a better positioning in the minds of the
Indian health conscious consumer A category like Chyawanprash for instance
needs to understand that in employing the category language it loses any chance
of expressing its own benefit distinctively
Holistic Health benefit of Ayurveda Dabur Chyawanprash helps in stimulating
immune system relieving stress improving stamina fighting aging through anti-
oxidant property improving lung function fighting respiratory infections amp
building resistance to disease The brand conveys this health conscious holistic
view of the product
Brand Trust Over 100 years of Daburrsquos experience in Ayurveda ensures selection
processing and quality control of right herbs along with scientific and clinical
studies ndash makes DCP a trustworthy offering for consumers Consumers view DCP
as a product by a trusted brand and therefore do not need to think twice beforemaking a purchasing decisio
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MARKETING MIX OF DABUR CHYAWANPRASH
Dabur Chyawanprash is the market leader in the chyawanprash segment and has
achieved this with its innovative product offering pricing strategy easy
availability and promotion campaigns In the marketing mix of Dabur we shall be
discussing the 4 Ps of marketing mix with respect to Dabur Chyawanprash The
mix shall be analyzed as followed
Product
Price
Place
Promotion
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Product Price Promotion Place
bull Product
Variety
bull Quality
bull Design
bull Features
bull Brand
Names
bull Services
bull List Price
bull Discount
bull Financing
Schemes
bull Credit Terms
bull Advertising amp
Promotion
bull Public Relations
bull Sponsorships
bull Internet
Marketing
bull Channels
bull Location
bull Inventory
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PRODUCT
Dabur Chyawanprash is the leader in the Chyawanprash category
and enjoys a market share of 61 per cent In 50s Dabur pioneered the
concept of branded Chyawanprash and since has invested heavily in
product development clinical studies and consumer awareness The
product is essentially a health supplement
Known as the ldquoelixir of liferdquo Chyawanprash has (clinically) proven benefits in
maintaining smooth body functioning The principal ingredient Amla (Indian
Gooseberry) acts as an anti-oxidant and immuno-stimulant Dabur Chyawanprash
helps in stimulating immune system relieving stress improving stamina fighting
aging through anti-oxidant property improving lung function fighting respiratory
infections amp building resistance to disease It is these properties that make Dabur
Chyawanprash a preferred choice for its users
Ingredients of Dabur Chyawanprash
Vishwast Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts
Special Vishwast fortified with additional health beneficial herbs like
Keshar Akarkara etc
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Packaging
n
The figure above shows the evolution of the packaging of Dabur Chyawanprash
Dabur continuously innovates the package and branding of its chayawanprash It
launched Dabur Chyawanprash first in 1949 in a tin pack and it was the first
branded Chyawanprash in India Later Dabur came out with its new packet of
Chyawanprash with Amitabh Bachchan as their brand ambassador It also
received ldquoBrand Relaunch of the Year ldquoaward from IMA
Available in
Dabur Chyawanprash is available in three sizes to cater to the needs of different
types of people
1 One kilogram pack
2 500 gram pack
3 250 gram pack
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PRICE
The pricing of Dabur chyawanprash is very competitive Dabur chyawanprash uses
second degree price discrimination ie more the quantity lower the price
1kg Rs19500
500gms Rs11000
250gms Rs 6200
PRICEQUALITY MATRIX
Pricerarr
Quality
darr
High Middle Low
High
Luxury
Segment
Ideal For
Penetration
DABUR
CHYAWANPRASH
Premiere
Offering
Middle
Overpriced Average Real
Bargain
Low
Make The Sale
and Run
Unhappy
Customers
Cheap
Goods
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PLACE
Dabur has a very wide distribution of its products through 16 million retail outlets
and 50 C amp F agents all over India who distribute products to the retailers Adistribution of C amp F agents and manufacturing locations is given below
Daburrsquos distribution network extends beyond India in the following countries as
well
Distribution Network
Central North amp South America
Australia
Asia
Middle East
North amp South Africa
East amp West Europe
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PROMOTION
The main form of promotional activities of Dabur chyawanprash are concentrated
towards advertising and it has neglible sales promotional activities
Advertising
Nothing can happen without establishing the brandrsquos heritage emphasizing
technological prowess explaining benefits and building bonds with prospective
buyers Ads are necessary because the images are still mouldable and fluid and
the consumerrsquos sophistication level is low Dabur chyawanprash is advertised on
print media as well as on television
The company has launched two ads one each with Amitabh and Vivek in
national electronic media followed by a series of print media campaign directed
towards creating awareness to educate people about the holistic benefits of
ChyawanprashThe ads have been created by McCann Ericsson and the company
would be spending close to Rs 10 crore in promotional campaign this year The
ads would also be translated in Bengali These advertisements are supposed to
target the old and the younger generation respectively
Thecompany has launched a new ad with MS Dhoni who is leader of Indian
cricket team
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SWOT ANALYSIS OF DABUR
STRENGTHS
Strong presence in well defined
niches( like value added Hair Oil and
Ayurveda specialities)
Core knowledge of Ayurveda as
competitive advantage
Strong Brand Image
Product Development Strength
Strong Distribution Network
Extensive Supply Chain
IT Initiatives
R amp D ndash a key strength
WEAKNESS
Seasonal Demand( like
chyawanprash in winter and Vatika not
in winter)
Low Penetration(Chyawanprash)
High price(Vatika)
Limited differentiation (Vatika)
Unbranded players account for
the 23rd of the total market(Vatika)
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OPPORTUNITIES
Untapped
Market(Chyawanprash)
Market Development
Export opportunities
Innovation
Increasing income level of the
middle class Creating additional consumption
pattern
THREATS
Existing Competition( like
Himani baidyanath and Zandu for
Dabur Chyawanprash and MaricoKeo
Karpin HLL and Bajaj for Vatika Hair Oil)
New Entrants
Threat from substitutes (like
Bryllcream for Vatika hair oil)
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OBJECTIVE OF THE STUDY
The major objective of the survey is to collect the data from outlets in the
specified areas where cold drinks are to be sold
To make an assessment of availability of several brands of dabur in
different packs and size in the specified areas
To make an assessment of market presence program of the dabur
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Research Methodology
Data collection
Sample unit
1) working people (including men amp women) amp housewife
2) college students
3) school students
4) senior citizens
5) Retailer
Sample size
1 working people amp housewife 30
2 college students 25
3 school students 20
4 senior citizens 15
5 Retailer 10
Sampling techniques
Judgmental sampling techniques used
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Sampling region
Sampling region will be DELHI in rural area
Data collection method
1 Primary data It will be collected with the help of a self administered
questionnaire
2 Secondary data it will be collected with the help of books research
papers magazines news papers journals internet etc
3
Research instruments
Questionnaire design
As the questionnaire is self administrated one the survey will be simple and user
friendly Words used in questionnaire will be readily understandable to all
respondent Also technical jargons will be avoided to ensure that there is no
confusion for respondents
Data Analysis - Data analysis will be done with the help of MS Excel and SPSS
Software
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DATA ANALYSIS
DABUR CHYAWANPRASH
1 AWARNESS LEVEL
I
NTERPRETATION-
According to serveyAll person are know the dabur100 person of dabur65
person kmow the Baidyanathamp Dabur 40 people of HimaniBaidyanath and
Dabur 60 person of ZanduHimaniBaidyanath and Dabur
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2 PREFERRED BRAND
INTERPRETATION-
According to servey60 person are preferred dabur product 15 person are
preferred Baidynath product 15 person are preferred Himani product 10 person
are preferred Zandu
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3SATISFACTION LEVEL
INTERPRETATION-
According to servey100 satisfaction level of dabur product 80 satisfaction level
of Baidynath product 80 satisfaction level of Himani product
60 satisfaction level of Zandu product
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4 REASONS FOR SELECTING A PARTICULAR BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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5HOW DID YOU COME TO KNOW ABOUT THIS BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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6 PREFERRED PACK SIZE
INTERPRETATION-
According to servey50 person are preferred 500gm product 30 person are
preferred 1kg product 20 person are preferred 250gm product
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8 REASON TO SELECT PREFERRED PACK SIZE
INTERPRETATION-
According to servey20 person are select product of itrsquos availability pack size
40 person are select product of itrsquos price pack size 25 person are select
product of itrsquos family pack size 15 person are select product of itrsquos storage
pack size
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9 FREQUENCY OF
PURCHASE
INTERPRETATION-
According to servey30 People are purchase product after one month 55
People are purchase product after two months 15 People are purchase
product after six months
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COMPETITOR ANALYSIS
The key competitorrsquos of Dabur in the Chyawanprash segment are Baidyanath
Zandu and Himani which together with Dabur have about 85 of Indias domestic
market
Dabur is Indias largest Ayurvedic medicine supplier and the fourth largest
producer of FMCG It was established in 1884 and had grown to a business level
in 2003 of about 650 million dollars per year though only a fraction of that is
involved with Ayurvedic medicine Dabur Chyawanprash (herbal honey) has a
market share of 61We have tried to analyse the competition for Dabur in the
Chyawanprash segment as follows
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The Himani Group
It founded in 1974 provides a diverse range of products doing 110 million dollars
of business annually though only a portion is involved with Ayurvedic products
through its Himani line the company is mainly involved with toiletries and
cosmetics but also provides Chyawanprash and other health productsIts market
share is 12
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CONCLUSIONS
The Chyawanprash Industry is yet to capture the beverage market in full swing Packed Chyawanprash
followed by Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts the market The consumerrsquos patriotic love for tea and coffee is unfared
Chyawanprash are yet to establish their supplement use in the average household here in lies the great
opportunities Within the market it is safe to conclude that dabur has hit off ratherwell with the
masses
dabur has clearly lost it head start advantage and thereby acquiring just 35 of the market share while
others enjoys rest of the market share This could be well attributed to dabor successful ATA
(Availability Taste and Affordability) marketing module the attributes most rated by the consumersLack of publicity has hampered the growth progress of the brand so aggressive advertising is needed to
promote Chyawanprash and vatika hair oil brand
The brands such as that of Chyawanprash by vednath Chyawanprash with its lsquosonacahndi lsquoMinute-
madersquo and also US food giantssDel Monte are ready to hit the Chyawanprash market very soon
As the strategies of the companies keeps on changing be it in Chyawanprash industry a company has
to create perceptions and cover them into realities It is an expensive proposition requiring huge
expenditure on advertising sponsorships and media Thus the ideal company will be the one which
combines the high end technology with consumer insight
As 16 of the excise duty is exempted on food products in this budget Many food companies including
Dabur got benefited from it On the analysis of survey it was found that target Market of Chyawanprash
want quality benefit rather then Price benefit so it is better to stress on quality rather than on
decreasing price to increase sales and profit
To increase market share Dabur should give slight price benefit on Dabur brand so that customers of
other Juice brand should switch from other brand to Dabur brand
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Findings
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey100 satisfaction level of dabur product 80 satisfaction level of
Baidynath product 80 satisfaction level of Himani product 60 satisfaction level of
Zandu product
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis According to servey50 person are preferred 500gm
product 30 person are preferred 1kg product 20 person are preferred 250gm
product
According to servey20 person are select product of itrsquos availability pack size 40
person are select product of itrsquos price pack size 25 person are select product of itrsquos
family pack size 15 person are select product of itrsquos storage pack size
According to servey30 People are purchase product after one month 55 People are
purchase product after two months 15 People are purchase product after six months
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90
LIMITATIONS
No study is free from limitations The limitations of this study can be
Sample size taken is small and may not be sufficient to predict theresults with 100 accuracy
The result is based on primary and secondary data that has itrsquos own limitations
The study only covers the area of Delhi that may not beapplicable to other areas
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91
RECOMMENDATIONS
Focus on growing core brands across categories
Reaching out to new geographies within Hapur area
Improve operational efficiencies by leveraging technology
Be the preferred company to meet the health and personal grooming needs of
our target consumers with safe efficacious natural solutions by synthesizing the
deep knowledge of ayurveda and herbs with modern science
Provide consumers with innovative products within easy reach
Vatika hair care centre On the lines of Maricorsquos Kaya Skin Clinic Dabur
could start a venture called Vatika hair care centre which would provide total hair
care solutions It could have hair care experts to solve hair problemsServices could
include dandruff treatment straightening of hair treatment for split endsetc
Position Dabur Chyawanprash as not more of a medicine but as something
which is necessary for health
More initiatives like ldquo Dabur ki Deewarrdquo to increase brand visibility It is an
initiative to occupy shelf space
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BIBLIOGRAPHY
Books
Marketing Management Twelfth Edition ndash Philip Kotler amp Kevin Lane Keller
Websites
wwwgooglecom
wwwdaburcom
wwwtutor2unet
wwwbrandchannelcom
The time of india
Forbs magazing
Hinustan time
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YES NO
7Which pack size do you prefer
YES NO
8On what parameters do you choose this pack size
YES NO
9 how do u increase the company position
YES NO
10 how you increase your company position in market agains other company
YES NO
![Page 11: Making by Th Harsh Pandit](https://reader033.vdocuments.mx/reader033/viewer/2022052406/577cd3191a28ab9e7896af7d/html5/thumbnails/11.jpg)
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11
1884 Birth of Dabur
1896 Setting up a manufacturing plant
Early
1900sAyurvedic medicines
1919Establishment of research
laboratories
1920 Expands further
1936 Dabur India (Dr SK Burman) Pvt Ltd
1972 Shift to Delhi
1979Sahibabad factory Dabur Research
Foundation
1986 Public Limited Company
1992 Joint venture with Agrolimen of Spain
1993 Cancer treatment
1994 Public issues
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12
1995 Joint Ventures
1996 3 separate divisions
1997 Foods Division Project STARS
1998 Professionals to manage the Company
2000 Turnover of Rs1000 crores
2003 Dabur demerges Pharma Business
2005 Dabur aquires Balsara
2005Dabur announces Bonus after 12
years
2006Dabur crosses $2 Bin market Cap
adopts US GAAP
2006 Approves FCCBGDRADR up to $200
million
2007 Celebrating 10 years of Real
2007 Foray into organised retail
2007 Dabur Foods Merged With Dabur
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13
India
2008 Acquires Fem Care Pharma
2009Dabur Red Toothpaste joins Billion Rupee Brand club
2010Dabur makes its first overseas acquisition
2011 Dabur enters professional skin care market
2011Dabur India acquires 30-Plus from Ajanta Pharma
2012 Dabur crosses Billion-Dollar Turnover Mark
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14
Founding Thoughts
What is that li fe worth which cannot bri ng comfor t to others
The doorstep Daktar The story of Dabur began with a small
but visionary endeavour by Dr S K Burman a physician
tucked away in Bengal His mission was to provide effective
and affordable cure for ordinary people in far-flung villages
With missionary zeal and fervour Dr Burman undertook the
task of preparing natural cures for the killer diseases of those
days like cholera malaria and plague
Soon the news of his medicines traveled and he came
to be known as the trusted Daktar or Doctor who came
up with effective cures And that is how his venture Dabur got its name - derived
from the Devanagri rendition of Daktar Burman Dr Burman set up Dabur in 1884
to produce and dispense Ayurvedic medicines Reaching out to a wide mass of
people who had no access to proper treatment Dr S K Burmans commitment and
ceaseless efforts resulted in the company growing from a fledgling medicine
manufacturer in a small Calcutta house to a household name that at once evokes
trust and reliability
The mission continues
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15
PASSION FOR WINNING
We all are leaders in our area of responsibility with a deep
commitment to deliver results We are determined to be the bestat doing what matters most
Milestones to success
Dabur India Ltd made its beginnings with a small pharmacy but
has continued to learn and grow to a commanding status in the
industry The Company has gone a long way in popularising and
making easily available a whole range of products based on the
traditional science of Ayurveda And it has set very high
standards in developing products and processes that meet
stringent quality norms As it grows even further Dabur will
continue to mark up on major milestones along the way setting
the road for others to follow
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16
1884 - Established by Dr S K Burman at Kolkata
1896 - First production unit established at Garhia
1919 - First RampD unit established
Early 1900s - Production of Ayurvedic medicines
Dabur identifies nature-based Ayurvedic medicines as its area of specialisation
It is the first Company to provide health care through scientifically tested
and automated production of formulations based on our traditional science
1930 - Automation and upgradation of Ayurvedic products
manufacturing initiated
1936 - Dabur (Dr S K Burman) Pvt Ltd Incorporated
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 ancient restorative Chyawanprash is launched in packaged
form and becomes the first branded Chyawanprash in India
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17
1957 - Computerisation of operations initiated
1970 - Entered Oral Care amp 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 is made 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 completes 100 years
1988 - Launches pharmaceutical medicines
1989 - Care with fun
The Ayurvedic digestive formulation is converted into a childrens fun product
with the launch of Hajmola Candy In an innovative move a curative product
is converted to a confectionary item for wider usage
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18
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 Intaxel (Paclitaxel) Dabur
Research Foundation develops an eco-friendly process to extract the drug from
its plant source
1996 - Enters foods business with the launch of Real Fruit Juice
1996 - Real 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 1000 crore mark
Dabur establishes its market leadership status by staging a turnover of
Rs1000 crores Across a span of over a 100 years Dabur has grown from a
small beginning based on traditional health care To a commanding position
amongst an august league of large corporate businesses
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19
2001 - Super specialty drugs
With the setting up of Dabur Oncologys sterile cytotoxic facility the
Company gains entry into 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
2002 - Dabur record sales of Rs 116319 crore on a net profit of Rs 644
crore
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 this 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 ISO 9002
certification
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20
Science for nature
Reinforcing its commitment to nature and its conservation Dabur Nepal a
subsidiary of Dabur India has set up fully automated greenhouses in Nepal
This scientific landmark helps to produce saplings of rare medicinal plants
that are under threat of extinction due to ecological degradation
2005 - Dabur acquires Balsara
As part of its inorganic growth strategy Dabur India acquires Balsaras
Hygiene and Home products businesses a leading provider of Oral Care and
Household Care products in the Indian market in a Rs 143-crore all-cash
deal
2005 - Dabur announces bonus after 12 years
Dabur India announced issue of 11 Bonus share to the shareholders of the
company ie one share for every one share held The Board also proposed an
increase in the authorized share capital of the company from existing Rs 50
crore to Rs 125 crore
2006 - Dabur crosses $2 bin market cap adopts US GAAP
Dabur India crosses the $2-billion mark in market capitalisation The
company also adopted US GAAP in line with its commitment to follow
global best practices and adopt highest standards of transparency and
governance
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21
2006 - Approves FCCBGDRADR up to $200 million
Moving forward on the inorganic growth path Dabur India decides to raise up
to $200 million from the international market through Bonds FCCBs GDRADR QIPs or any other securitiesThe capital raised will be used to fund
Daburs aggressive growth ambitions and acquisition plans in India and
abroad
2007 - Celebrating 10 years 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 HampB 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 amp Beauty format
2007 - Dabur Foods Merged With Dabur India
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
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22
Dabur has an illustrious Board of Directors who are committed to take the
company onto newer levels of human endeavour in the service of mankind The
Board comprises of
Chairman
Vice-
Chairman
Dr Anand
Burman
Mr Amit Burman
Whole Time Directors
Mr PD Narang Mr Sunil
Duggal
Mr Pradip Burman
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23
Non Whole Time Promoters Directors
Mr Mohit Burman
Independent Directors
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His Highness
Maharaja
=Mr P N
Vijay
Mr R C
Bhargava
Dr S Narayan
Sunil DuggalChief Executive Officer
Dabur India Limited
Sunil Duggal took over as the Chief Executive Officer
of Dabur India Limited in June 2002 holding reins of the
organisation he joined in 1995
Mr Duggal started his career as a management trainee in
Wimco Limited in 1981 after getting his Engineering
Degree (Electrical amp Electronics) from BITS Pilani and
Business Management from IIM Calcutta His stint atWimco continued till 1994 with a break in between
when he joined Bennett
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Spanning a career of over 20 years Sunil Duggal has travelled widely across Indiaand handled diverse portfolios that have helped him understand the dynamics of
FMCG businesses and market trends He is well versed in the intricacies of Indias
regional diversities and consumer needs
Mr Duggal lives in Delhi with his wife and one child Whenever he gets a break
from his official responsibilities Mr Duggal likes to spend time at home with his
family and an occasional round of golf
Coleman amp Co Ltd for a short period In 1994 he moved to Pepsi Foods as GM
Sales Operation
In 1995 he came into the Dabur family as General Manager (Sales amp Marketing)
of the Family Products Division with products like Dabur Amla Lal Dant Manjan
and Vatika in his portfolio This Division spearheaded the spectacular growth
recorded by Dabur in this period Vatika was also launched during this period and
is now the Companys second biggest brand
With his dynamic spirit and leadership abilities he soon became Vice-President
and SBU-Head of the Family Products Division In July 2000 Mr Duggal was
appointed Director Sales and Marketing of Dabur India Limited And in 2002 he
became the CEO of the Company - a professional with valuable experience to
steer the company ahead in its growth plans
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27
Good corporate governance and transparency in actions of the management is key
to a strong bond of trust with the Companyrsquos stakeholders Dabur understands the
importance of good governance and has constantly avoided an arbitrary decision-
making process Our initiatives towards this end include
Professionalisation of the board
Lean and active Board(reduced from 16 to 10 members)
Less number of promoters on the Board
More professionals and independent Directors for better management
Governed through Board committees for Audit Remuneration Shareholder
Grievances Compensation and Nominations
Meets all Corporate Governance Code requirements of SEBI
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28
When our Founder Dr S K Burman first established Dabur he had a vision that
saw beyond the profit motive In his words What is that life worth which cannot
bring comfort to others This ideal of a humane and equitable society led to
initiatives taken to give back some part of what Dabur has gained from the
community
Our major initiatives in the Social sector include
Establishment of the Sustainable Development Society or Sundesh in 1993
- a non-profit organisation to promote research and welfare activities in rural
areas
Promoting health and hygiene amongst the underpriviledged through the
Chunni Lal Medical Trust and
Organising the Plant for Life programme for schoolchildren - to create
environmental awareness amongst young minds
Our commitment to Environment
Ancient wisdom of conservation
From times immemorial Indian sages and men of wisdom have understood and
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29
appreciated the value of nature and its conservation Our ancestors recognised
that if we grabbed from nature beyond what was healthy it would lead to all
round degradation and even the extinction of humanity That is why nature was
sanctified and worshipped in the form of gods and goddesses
Dabur upholds the tradition
Today we at Dabur also value natures bounty Without the fruits of nature the
vision of Dabur would never have been fulfilled And that is the reason for our
unfailing commitment to ecological conservation and regeneration We would like
to follow the principles of our ancient texts which say
Dehi me dadami te - you give me and I give you
Back to Nature
Rare herbs and medicinal plants are our most valuable resource from which all
our products are derived Due to overexploitation of these resources and
unsustainable practices these plants and herbs are fast reaching the point of
extinction In view of this critical situation Dabur has initiated some significant
programmes for ecological regeneration and protection of endangered plantsecies
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30
Plants for Life
We have set up the Plants for Life project in the mountainous regions of the
Himalayas Under the project a high-tech greenhouse facility has been set up for
developing saplings of rare and endangered medicinal plants Fully computer-
controlled and monitored this greenhouse maintains the highly critical
environmental parameters required for their survival We are also developing
quality saplings of more than 20 herbs 8 of them endangered through micro
propagation
In addition satellite nurseries spread across mountain villages and
contract cultivation of medicinal herbs helps in maintaining the ecological
balance These measures have also helped provide local cultivators the scientific
knowledge for harvesting herbs and a steady source of income So that they are
not forced to exploit the environment to earn a livelihood
Living a Green Heritage
These are significant steps that can contribute to a better world for coming
generations To whom we would like to bequeath a world not bereft of nature
But full of flowering and fruit bearing trees animals birds and humans living in
good health and complete harmony
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31
Kashambi Corporate Office
Corporate Office
Kaushambi
Ghaziabad - 201010
Uttar Pradesh India
Tel
+91 (0120) 3982000 (30 Lines)
+91 (0120) 3001000 (30 Lines)
Registered Office
83 Asaf Ali Road
ew Delhi ndash 110 002
Tel +91 (011) 23253488
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DABUR WORLD WIDE
Daburs mission of popularizing a natural lifestyle transcends national boundaries Today
there is global awareness of alternative medicine nature-based and holistic lifestyles and
an interest in herbal products Dabur has been in the forefront of popularizing this
alternative way of life marketing its products in more than 50 countries all over the
world
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Our products World Wide
We have spread ourselves wide and deep to be in close touch with our overseas
consumers
Offices and representatives in Europe America and Africa
A special herbal health care and personal care range successfully selling in
markets of the Middle East Far East and several European countries
Inroads into European and American markets that have good potential due to
resurgence of the back-to-nature movement
Export of Active Pharmaceutical Ingredients (APIs) manufactured under strict
international quality benchmarks to Europe Latin America Africa and other Asian
countries
Export of food and textile grade natural gums extracted from traditional plant
sources
Partnerships and Production
Strategic partnerships with leading multinational food and health care
companies to introduce innovations in products and services
Manufacturing facilities spread across 3 overseas locations to optimise
production by utilising local resources and the most modern technology available
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35
OVERVIEW OF FMCG SECTOR IN INDIA
The Indian FMCG sector is
the fourth largest sector
in the economy with a
total market size in excess
of US$ 131 billion It has
a strong MNC presence
and is characterised by a
well-established
distribution network
intense competition
between the organised and
unorganised segments and
low operational cost Availability of key raw materials cheaper labour costs and
presence across the entire value chain gives India a competitive advantageThe FMCG market is set to treble from US$ 116 billion in 2003 to US$ 334
billion in 2015 Penetration level as well as per capita consumption in most
product categories like jams toothpaste skin care hair wash etc in India is low
indicating the untapped market potential Burgeoning Indian population
particularly the middle class and the rural segments presents an opportunity to
makers of branded products to convert consumers to branded products Growth is
also likely to come from consumer upgrading in the matured product categories
With 200 million people expected to shift to processed and packaged food by
2010 India needs around US$ 28 billion of investment in the food-processing
industry
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36
India is one of the largest emerging markets with a population of over one billion
India is one of the largest economies in the world in terms of purchasing power
and has a strong middle class base of 300 millionAround 70 per cent of the total
households in India (188 million) resides in the rural areas The total number of
rural households are expected to rise from 135 million in 2001-02 to 153 million
in 2009-10 This presents the largest potential market in the world The annual
size of the rural FMCG market was estimated at around US$ 105 billion in 2001-
02 With growing incomes at both the rural and the urban level the market
potential is expected to expand further
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TMarketing Mi
Product Place
Target
Market
Price Promotion
The firm attempts to generate a positive response in the target market by blending
these four marketing mix variables in an optimal manner
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38
A Summary Table of the Marketing Mix
The following table summarizes the marketing mix decisions including a list of
some of the aspects of each of the 4Ps
Summary of Marketing Mix Decisions
Product Price Place Promotion
Functionality
Appearance
Quality
Packaging
Brand
Warranty
ServiceSuppor
t
List price
Discounts
Allowances
Financing
Leasing
options
Channel members
Channel
motivation
Market coverage
Locations
Logistics
Service levels
Advertising
Personal
selling
Public
relations
Message
Media
Budget
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DABUR FOODS SELLING PROCESS
Dabur food process of selling starts from stockiest
CampFA dose not have any process to play in the process of selling of dabur
foods products They are just Clearing amp Forwarding Agents they store the
manufacturing products and then supply it to stockiest
Stockiest pay the money to dabur foods through demand draft
Stockiest further sells the products to retailers
Retailer finally sells the products to consumers
MARKETING HOW DABUR FOODS IS USING MIX
Product
Appearance Dabur tries to make its products appear very attractive
Quality Quality of the product is really unmatchable as it is tested number of
times and its products are processed using very advanced machinery and
technology
Packaging Dabur products packaging is done in such a way that its juices does
not get expired before 6 months inspite of perishable products
Brand Dabur itself is a very reputed and well known brand in the market and its
Real juice is also known all over India
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Warranty Dabur as such does not gives any warranty but if there is any problem
in its products before expiry then they replace the product
ServiceSupport Dabur foods provide full support to its stockiest retailers and
consumers what so ever the problem is
Price
List price Dabur decide its price according to its competitors and the price
structure is different for retailers and stockiest
Discounts There are different discounts for retailers stockiest and consumer from
time to time
Allowances Special allowances are gicen to stockiest sales man if he acives his
targets
Place
Channel members Channel members or business partners of dabur are its
stockiest retailers
Channel motivation Channel motivation for dabur is pull and push strategy
Market coverage Dabur Foods has a distribution network that covers 175 towns
and 75 thousand retail outlets making its product available to the consumers across
the country at ease
Locations Dabur foods try to cover or tries to place its products in each and every
shop and every location
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Promotion
Advertising Dabur products are advertised through television newspapers
magazine etc
Personal selling Dabur hardly do any personal selling except in tent shows and
road shows Same for less amp more for same
Media Media of promotion is TV Radio newspapers magazine
Budget Budget is Decided by finance team for different strategic business unit
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Critique of selling
In theory the purpose of selling is to help a customer realize his or her goals in an
economic fashion However in reality this is not always the case Customers can be influenced to purchase a product or service that initially was not of interest to
them Some salespeople are trained in the art of selling customers things they dont
need
Take for example the purchasing of a car a consumer may have a set of cars in
mind (called an evoked set) that she feels match her needs wants and budget She
may seek the advice of a salesperson given that a salesperson can help her realize
the right car given those criteria This can be a socially useful function salespeople
have specialized knowledge of products that can help consumers make an informed
decision However a salesperson may also talk a consumer into purchasing a more
expensive or perhaps larger car then she needs or can afford In this context the
salesperson may have usefully helped the customer re-evaluate her needs thereby
establishing a new set of appropriate choices among which included the newer orlarge car This again would be a helpful and useful service provided by the
salesperson However it is sometimes the case that customers purchase a product
or service that was not initially intended and remains an inappropriate purchase
after the fact On the other hand the consumer in this scenario can be held partially
responsible for the inappropriate purchase indeed A fool and his money are soon
parted (PT Barnum English proverbs)
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This dysfunctional behavior is encouraged by
Incentives of salespeople to increase their total number of sales especially where
retailers keep track of sales or offer commission-based salaries
Incentives from the manufactures of products or the companies of service
providers to salespeople to sell their products where other similar products
offered by competitors are offered
The incentive to sell a customer a product that is in need of being cleared
out despite the fact that a customer may be better to wait for the new
product
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Channel Of Distributions
Manufacturing Plant
Clearing and forwarding agent (different regions)
Stockist A Stockist B Stockist C
Retailers Retailers Retailers Retailers Retailers Retailers
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CONSUMERS
The above diagram it shows channel of distribution of dabur foods here first the products are manufactured and from Manufacturing plants the packed goods are
supplied to Clearing And Forwarding Agents(CampFA) and from here the goods are
then further supplied to number of Stockiest or Distributors from here goods
reaches to large number of Retailers and it is the duty of Stockiest to take orders
from retailers and then supply the goods to them this work is generally done by
stockiest salesman through ready stock or by taking orders first and then placing
the order From here the goods finally reaches to Customers Customer purchases
the product from retailers
This was the basic Channel of Distribution used by Dabur Foods now I will throw
light on each channel of distribution of Dabur Foods
Supply Chain Management
Supply chain management starts before physical distribution it involves procuring
the right inputs (raw materials components and capital equipment) converting
them into finished products and dispatching them to the final destinations The
supply chain perspective can help identify superior suppliers and distributors and
help them improve productivity which ultimately brings down the companyrsquos
costs
A broader view sees a company at the center of a value network that
includes its suppliers its immediate customers and their end customers The value
network includes valued relations with others such as university researchers
government approval agencies and so on
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MANUFACTURING PLANT
Dabur Foods has Number of products in its product line but its main area of
interest or the product on which they concentrate the most is Real Juice amp Coolers
Dabur has its manufacturing plant at Nepal and at Jaipur where juice is
manufactured and tested
PROCUREMENT amp TRANSPORT
Getting the raw material and packaging material requirement from the
production unit in charge
Constant updates on the procurement of materials and transport details
Production details and ingredient content information from the different personnel and coordinating this activity
PACKAGING
Approval and coordination of the supply of packaging material to the
production unit
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CLEARING AND FORWARDING AGENTA (CampFA)
From manufacturing plant the stock is transported or supplied to clearing
and forwarding agents
Clearing and Forwarding Agents is a third party and Dabur gives contract to
them so company has nothing to do in building the relationship with them
Here CampFA keep or stock the goods with them
They charge dabur for stocking the good and even dabur donrsquot mind doing
so as it is a measure of cost cutting as well as there is no need for gowdowns
and maintenance
For Ghazizbad Meerut Delhi NCR there is one CampFA whish is situated in
Mohan Nagar here all goods which dabur foods hare kept here
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STOCKIEST OR DISTRIBUTORS
Stockiest store the products in their godowns CampFA supplies the goods to
them as per their order
Stockiest has some sales men working under him they are known as
stockiest sales man Their work is to place the products in the market and
take order from retailers and then supply goods to them
Sales man either take ready stock with them or they first take orders and
then supply goods later on
There is a beat which is a schedule route of sales man means sales man has
to daily cover the route as mention in the beat
Merchandising making products visible pasting posters putting banners
and seeing that goods are properly placed in the retail outlets is also the duty
of stockiest sales man
Companiesrsquo sales officer keeps a check on the stockiest and monthly report
is also prepared which is further analyzed by ASM amp ZSM
In Noida Dabur has 1 stockist and in Ghaziabad 1
RETAILERS
Retailers are backbone of the company as they are the one who can take the
product on new heights or can bring it down to toes
Stockiest supplies goods to retailers and tries Persuading retailers to give the
brand special displays (using merchandising tools) to get affective brand
presence and arranging it in more noticeable manner
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Classification of outlets in different type of markets is different according to
their sales volume
TYPES OF RETAILS OUTLETS
Class Average Monthly Business
A Above 10000
B 5000-10000
C Upto 5000
Margin of retailers is always higher than stockiest
Retailers are the one who have direct contact with the customers
Dabur Foods has a distribution network that covers 175 towns and 75
thousand retail outlets making its product available to the consumers across
the country at ease
TYPES OF RETAIL MARKET
The retail market can be classified on the basis of magnitude of retail
SCATTERED MARKET
Lesser no of outlets and
Extensive outlets
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BLOCK MARKET
Large no of retail outlets in chunk
SUPER MARKET
Through their superior information logistical systems and buying power deliver
good service and immense volumes of products at attractive prices
CHAIN OUTLETS
Having more than one key outlet all across with a single control unit and central
purchasing strategy
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M PRODUCT LINE
Foods
Real
Real Activ
Hommade
Lemoneez
Capsico
Health Care
Baby Care
Dabur Lal Tail
Dabur Baby Olive Oil
Dabur Janma Ghunti
Health Supplements
Dabur Chyawanprash Dabur Glucose D
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Digestives
Hajmola Yumstick
Hajmola Mast Masala
Anardana
Hajmola
Hajmola Candy
Hajmola Candy Fun2
Pudin Hara (Liquid and Pearls)
Pudin Hara G
Dabur Hingoli
Natural Cures
Shilajit Gold
Nature Care Sat Isabgol
Shilajit
Ring Ring
Itch Care
Backaid
Shankha Pushpi Dabur Balm
Sarbyna Strong
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Personal Care
Hair Care Oil
Amla Hair Oil
Amla Lite Hair Oil
Vatika Hair Oil
Anmol Sarson Amla
Hair Care Shampoo
Anmol Silky Black Shampoo
Vatika Henna Conditioning Shampoo
Vatika AntiDandruff Shampoo
Anmol Natural Shine Shampoo
Oral Care
Dabur Red Gel
Dabur Red Toothpaste
Babool Toothpaste
Dabur Lal Dant Manjan
Dabur Binaca
Toothbrush
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Dabur Amongst Top Three Most
Respected FMCG Companies
Dabur Real Bags Gold In Readers
Digest Trusted Brand Awards
Dabur Figures In Top Great PlaceTo Work 2006 List
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Dabur has been ranked
amongst Indias Most
Innovative Companies by
a Business Today-Monitor
Group survey
Hajmola has been ranked
34th in Indiarsquos 100 Most
Valuable Brands list
Hajmola one of the
strongest brands in
Daburs portfolio
has been listed
among the Top 18
Iconic Brands in
India that have
stood the test oftime
Dabur Indiarsquos fruit juice
brand Reacuteal awarded the
Three Dabur brands --
Hajmola Dabur Amla and
Hajmola moves up
11 spots to take the
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Readerrsquos Digest Gold
Trusted Brand Award
2008 in the food amp
beverages category
Vatika -- have debuted in
the Economic Times
Brand Equitys Most
Trusted Brands 2008 list
Besides Dabur Foods has
climbed up to take the
40th spot
34th position
among Indias Top
100 Most Valuable
Brands of 2008
released by 4Ps and
ICMR
Dabur India Ltd has been ranked 28th in the list of Indias Top 50 Most
valuable (Company) Brands by Brand Finance
newu was voted the Most
Admired New Retail
Launch of the year at
Images Retail Awards
Dabur India CEO Mr
Sunil Duggal was named
Best Corporate Leader of
2008 at the BampE
Leadership and Excellence
Dabur India Ltd
was ranked the
Business Leader in
the FMCG -
Personal Care
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Awards Category at the
NDTV Profit
Business
Leadership Award
2008
Dabur India Ltd CEO Mr
Sunil Duggal has been
ranked among Indias
Most valueable CEOs by
Business World
Dabur India Ltd has been listed among the Super
100 of India Inc prepared by Business India
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Dedicated to the health and well being of every household
This is our company We accept personal responsibility and accountability to meet business needs
We all are leaders in our area of responsibility with a deep commitment to deliver results We are determined to be the best at doing what matters most
People are our most important asset We add value through result driven training and we encourage amp reward excellence
We have superior understanding of consumer needs and develop products to fulfill them better
We work together on the principle of mutual trust amp transparency in a boundary-less organisation We are intellectually honest in advocating proposals includingrecognizing risks
Continuous innovation in products amp processes is the basis of our success
We are committed to the achievement of business success with integrity We are honest with consumers with business partners and with each other
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INTRODUCTION OF DABUR CHYWANPRASH
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Dabur Chyawanprash the trusted name for your entire familys health
Dabur Chyawanprash has anti-oxidant properties amp strengthens your bodysinternal defense mechanism the immune system thereby protecting you fromeveryday infections cough cold amp stress etc
At a time when flu and viruses are everywhere your immunity system provides the best prevention from these deadly diseases Chyawanprash a time-tested age-
old formulation has a number of herbs like Amla known to be one of the bestantioxidants Giloy (Guduchi) known to have immuno modulatory properties andhas more than 40 other natural ingredients to boost immunity
Dabur Chyawanprash The Health Giver
Derived from 2500-year-old Ayurvedic formula
Totally chemical-free natural and safe Powerful combination of herbs and plant extracts in a
base of Amla fruit pulp Refined by Dabur to provide traditional goodness with best quality
Reinforces the immune system amp helps fight disease Trusted health provider of a majority of Indian households
Usage
Dabur Chyawanprash has a tangy sweet-sour taste and the consistency of jamIt can be taken directly or with milk and as bread spread In all cases itstherapeutic properties remain stable and active In winters have a glass ofwarm milk after having Chyawanprash In summers have a glass of cold milkafter having Chyawanprash
Dose
1-2 teaspoonful
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STP ANALYSIS OF DABUR CHYAWANPRASH
SEGMENTATION
Dabur Chyawanprash is the market leader in the Chyawanprash segment It
comes under the category of health supplements The segments that it considers
are growing kids competitive youth ever busy housewives and the aged
For the growing kids In todays competitive environment the children are under
high pressure to excel
For the competitive youth Modern life keeps the youth busy and demands them
to be active and efficient
For ever-busy housewives The homemaker needs to be fit in order to shoulder
all responsibilities
For the aged Old age weakens a person physically and mentally
After segmenting the population into these categories it aims to keep them fit
and healthy
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TARGETING
Traditionally chyawanprash was supposed to be a health supplement for the
aged and kids Dabur Chyawanprash (DCP) is now targeting adults housewives
youth and kids This it is trying to achieve through its promotion activities by
making Amitabh Bacchan and Vivek Oberoi do the endorsement act Amitabh
has been projected as a user of Chyawanprash attempting to establish the
relevance of DCP amongst the adults in todayrsquos demanding lifestyle Vivek who
represents an urban ambitious non-user with a mindset that Chyawanprash is not
for him meets his moment of truth when outperformed by a young
Chyawanprash user thus reaching out to kids His final conversion from a non-
user to a Chyawanprash user connects with the Youth These two ads compliment
each other and connect very well with the targeted consumers
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POSITIONING
Andar se strongrdquo Dabur chyawanprash has the tag line Andar se strongrdquo By
using a natural language instead of scientific language it is able to connect with
the consumers and is able to achieve a better positioning in the minds of the
Indian health conscious consumer A category like Chyawanprash for instance
needs to understand that in employing the category language it loses any chance
of expressing its own benefit distinctively
Holistic Health benefit of Ayurveda Dabur Chyawanprash helps in stimulating
immune system relieving stress improving stamina fighting aging through anti-
oxidant property improving lung function fighting respiratory infections amp
building resistance to disease The brand conveys this health conscious holistic
view of the product
Brand Trust Over 100 years of Daburrsquos experience in Ayurveda ensures selection
processing and quality control of right herbs along with scientific and clinical
studies ndash makes DCP a trustworthy offering for consumers Consumers view DCP
as a product by a trusted brand and therefore do not need to think twice beforemaking a purchasing decisio
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MARKETING MIX OF DABUR CHYAWANPRASH
Dabur Chyawanprash is the market leader in the chyawanprash segment and has
achieved this with its innovative product offering pricing strategy easy
availability and promotion campaigns In the marketing mix of Dabur we shall be
discussing the 4 Ps of marketing mix with respect to Dabur Chyawanprash The
mix shall be analyzed as followed
Product
Price
Place
Promotion
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Product Price Promotion Place
bull Product
Variety
bull Quality
bull Design
bull Features
bull Brand
Names
bull Services
bull List Price
bull Discount
bull Financing
Schemes
bull Credit Terms
bull Advertising amp
Promotion
bull Public Relations
bull Sponsorships
bull Internet
Marketing
bull Channels
bull Location
bull Inventory
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PRODUCT
Dabur Chyawanprash is the leader in the Chyawanprash category
and enjoys a market share of 61 per cent In 50s Dabur pioneered the
concept of branded Chyawanprash and since has invested heavily in
product development clinical studies and consumer awareness The
product is essentially a health supplement
Known as the ldquoelixir of liferdquo Chyawanprash has (clinically) proven benefits in
maintaining smooth body functioning The principal ingredient Amla (Indian
Gooseberry) acts as an anti-oxidant and immuno-stimulant Dabur Chyawanprash
helps in stimulating immune system relieving stress improving stamina fighting
aging through anti-oxidant property improving lung function fighting respiratory
infections amp building resistance to disease It is these properties that make Dabur
Chyawanprash a preferred choice for its users
Ingredients of Dabur Chyawanprash
Vishwast Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts
Special Vishwast fortified with additional health beneficial herbs like
Keshar Akarkara etc
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Packaging
n
The figure above shows the evolution of the packaging of Dabur Chyawanprash
Dabur continuously innovates the package and branding of its chayawanprash It
launched Dabur Chyawanprash first in 1949 in a tin pack and it was the first
branded Chyawanprash in India Later Dabur came out with its new packet of
Chyawanprash with Amitabh Bachchan as their brand ambassador It also
received ldquoBrand Relaunch of the Year ldquoaward from IMA
Available in
Dabur Chyawanprash is available in three sizes to cater to the needs of different
types of people
1 One kilogram pack
2 500 gram pack
3 250 gram pack
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PRICE
The pricing of Dabur chyawanprash is very competitive Dabur chyawanprash uses
second degree price discrimination ie more the quantity lower the price
1kg Rs19500
500gms Rs11000
250gms Rs 6200
PRICEQUALITY MATRIX
Pricerarr
Quality
darr
High Middle Low
High
Luxury
Segment
Ideal For
Penetration
DABUR
CHYAWANPRASH
Premiere
Offering
Middle
Overpriced Average Real
Bargain
Low
Make The Sale
and Run
Unhappy
Customers
Cheap
Goods
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PLACE
Dabur has a very wide distribution of its products through 16 million retail outlets
and 50 C amp F agents all over India who distribute products to the retailers Adistribution of C amp F agents and manufacturing locations is given below
Daburrsquos distribution network extends beyond India in the following countries as
well
Distribution Network
Central North amp South America
Australia
Asia
Middle East
North amp South Africa
East amp West Europe
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PROMOTION
The main form of promotional activities of Dabur chyawanprash are concentrated
towards advertising and it has neglible sales promotional activities
Advertising
Nothing can happen without establishing the brandrsquos heritage emphasizing
technological prowess explaining benefits and building bonds with prospective
buyers Ads are necessary because the images are still mouldable and fluid and
the consumerrsquos sophistication level is low Dabur chyawanprash is advertised on
print media as well as on television
The company has launched two ads one each with Amitabh and Vivek in
national electronic media followed by a series of print media campaign directed
towards creating awareness to educate people about the holistic benefits of
ChyawanprashThe ads have been created by McCann Ericsson and the company
would be spending close to Rs 10 crore in promotional campaign this year The
ads would also be translated in Bengali These advertisements are supposed to
target the old and the younger generation respectively
Thecompany has launched a new ad with MS Dhoni who is leader of Indian
cricket team
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SWOT ANALYSIS OF DABUR
STRENGTHS
Strong presence in well defined
niches( like value added Hair Oil and
Ayurveda specialities)
Core knowledge of Ayurveda as
competitive advantage
Strong Brand Image
Product Development Strength
Strong Distribution Network
Extensive Supply Chain
IT Initiatives
R amp D ndash a key strength
WEAKNESS
Seasonal Demand( like
chyawanprash in winter and Vatika not
in winter)
Low Penetration(Chyawanprash)
High price(Vatika)
Limited differentiation (Vatika)
Unbranded players account for
the 23rd of the total market(Vatika)
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OPPORTUNITIES
Untapped
Market(Chyawanprash)
Market Development
Export opportunities
Innovation
Increasing income level of the
middle class Creating additional consumption
pattern
THREATS
Existing Competition( like
Himani baidyanath and Zandu for
Dabur Chyawanprash and MaricoKeo
Karpin HLL and Bajaj for Vatika Hair Oil)
New Entrants
Threat from substitutes (like
Bryllcream for Vatika hair oil)
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OBJECTIVE OF THE STUDY
The major objective of the survey is to collect the data from outlets in the
specified areas where cold drinks are to be sold
To make an assessment of availability of several brands of dabur in
different packs and size in the specified areas
To make an assessment of market presence program of the dabur
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Research Methodology
Data collection
Sample unit
1) working people (including men amp women) amp housewife
2) college students
3) school students
4) senior citizens
5) Retailer
Sample size
1 working people amp housewife 30
2 college students 25
3 school students 20
4 senior citizens 15
5 Retailer 10
Sampling techniques
Judgmental sampling techniques used
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Sampling region
Sampling region will be DELHI in rural area
Data collection method
1 Primary data It will be collected with the help of a self administered
questionnaire
2 Secondary data it will be collected with the help of books research
papers magazines news papers journals internet etc
3
Research instruments
Questionnaire design
As the questionnaire is self administrated one the survey will be simple and user
friendly Words used in questionnaire will be readily understandable to all
respondent Also technical jargons will be avoided to ensure that there is no
confusion for respondents
Data Analysis - Data analysis will be done with the help of MS Excel and SPSS
Software
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DATA ANALYSIS
DABUR CHYAWANPRASH
1 AWARNESS LEVEL
I
NTERPRETATION-
According to serveyAll person are know the dabur100 person of dabur65
person kmow the Baidyanathamp Dabur 40 people of HimaniBaidyanath and
Dabur 60 person of ZanduHimaniBaidyanath and Dabur
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2 PREFERRED BRAND
INTERPRETATION-
According to servey60 person are preferred dabur product 15 person are
preferred Baidynath product 15 person are preferred Himani product 10 person
are preferred Zandu
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3SATISFACTION LEVEL
INTERPRETATION-
According to servey100 satisfaction level of dabur product 80 satisfaction level
of Baidynath product 80 satisfaction level of Himani product
60 satisfaction level of Zandu product
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4 REASONS FOR SELECTING A PARTICULAR BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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5HOW DID YOU COME TO KNOW ABOUT THIS BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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6 PREFERRED PACK SIZE
INTERPRETATION-
According to servey50 person are preferred 500gm product 30 person are
preferred 1kg product 20 person are preferred 250gm product
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8 REASON TO SELECT PREFERRED PACK SIZE
INTERPRETATION-
According to servey20 person are select product of itrsquos availability pack size
40 person are select product of itrsquos price pack size 25 person are select
product of itrsquos family pack size 15 person are select product of itrsquos storage
pack size
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9 FREQUENCY OF
PURCHASE
INTERPRETATION-
According to servey30 People are purchase product after one month 55
People are purchase product after two months 15 People are purchase
product after six months
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COMPETITOR ANALYSIS
The key competitorrsquos of Dabur in the Chyawanprash segment are Baidyanath
Zandu and Himani which together with Dabur have about 85 of Indias domestic
market
Dabur is Indias largest Ayurvedic medicine supplier and the fourth largest
producer of FMCG It was established in 1884 and had grown to a business level
in 2003 of about 650 million dollars per year though only a fraction of that is
involved with Ayurvedic medicine Dabur Chyawanprash (herbal honey) has a
market share of 61We have tried to analyse the competition for Dabur in the
Chyawanprash segment as follows
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The Himani Group
It founded in 1974 provides a diverse range of products doing 110 million dollars
of business annually though only a portion is involved with Ayurvedic products
through its Himani line the company is mainly involved with toiletries and
cosmetics but also provides Chyawanprash and other health productsIts market
share is 12
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CONCLUSIONS
The Chyawanprash Industry is yet to capture the beverage market in full swing Packed Chyawanprash
followed by Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts the market The consumerrsquos patriotic love for tea and coffee is unfared
Chyawanprash are yet to establish their supplement use in the average household here in lies the great
opportunities Within the market it is safe to conclude that dabur has hit off ratherwell with the
masses
dabur has clearly lost it head start advantage and thereby acquiring just 35 of the market share while
others enjoys rest of the market share This could be well attributed to dabor successful ATA
(Availability Taste and Affordability) marketing module the attributes most rated by the consumersLack of publicity has hampered the growth progress of the brand so aggressive advertising is needed to
promote Chyawanprash and vatika hair oil brand
The brands such as that of Chyawanprash by vednath Chyawanprash with its lsquosonacahndi lsquoMinute-
madersquo and also US food giantssDel Monte are ready to hit the Chyawanprash market very soon
As the strategies of the companies keeps on changing be it in Chyawanprash industry a company has
to create perceptions and cover them into realities It is an expensive proposition requiring huge
expenditure on advertising sponsorships and media Thus the ideal company will be the one which
combines the high end technology with consumer insight
As 16 of the excise duty is exempted on food products in this budget Many food companies including
Dabur got benefited from it On the analysis of survey it was found that target Market of Chyawanprash
want quality benefit rather then Price benefit so it is better to stress on quality rather than on
decreasing price to increase sales and profit
To increase market share Dabur should give slight price benefit on Dabur brand so that customers of
other Juice brand should switch from other brand to Dabur brand
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Findings
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey100 satisfaction level of dabur product 80 satisfaction level of
Baidynath product 80 satisfaction level of Himani product 60 satisfaction level of
Zandu product
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis According to servey50 person are preferred 500gm
product 30 person are preferred 1kg product 20 person are preferred 250gm
product
According to servey20 person are select product of itrsquos availability pack size 40
person are select product of itrsquos price pack size 25 person are select product of itrsquos
family pack size 15 person are select product of itrsquos storage pack size
According to servey30 People are purchase product after one month 55 People are
purchase product after two months 15 People are purchase product after six months
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LIMITATIONS
No study is free from limitations The limitations of this study can be
Sample size taken is small and may not be sufficient to predict theresults with 100 accuracy
The result is based on primary and secondary data that has itrsquos own limitations
The study only covers the area of Delhi that may not beapplicable to other areas
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RECOMMENDATIONS
Focus on growing core brands across categories
Reaching out to new geographies within Hapur area
Improve operational efficiencies by leveraging technology
Be the preferred company to meet the health and personal grooming needs of
our target consumers with safe efficacious natural solutions by synthesizing the
deep knowledge of ayurveda and herbs with modern science
Provide consumers with innovative products within easy reach
Vatika hair care centre On the lines of Maricorsquos Kaya Skin Clinic Dabur
could start a venture called Vatika hair care centre which would provide total hair
care solutions It could have hair care experts to solve hair problemsServices could
include dandruff treatment straightening of hair treatment for split endsetc
Position Dabur Chyawanprash as not more of a medicine but as something
which is necessary for health
More initiatives like ldquo Dabur ki Deewarrdquo to increase brand visibility It is an
initiative to occupy shelf space
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BIBLIOGRAPHY
Books
Marketing Management Twelfth Edition ndash Philip Kotler amp Kevin Lane Keller
Websites
wwwgooglecom
wwwdaburcom
wwwtutor2unet
wwwbrandchannelcom
The time of india
Forbs magazing
Hinustan time
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YES NO
7Which pack size do you prefer
YES NO
8On what parameters do you choose this pack size
YES NO
9 how do u increase the company position
YES NO
10 how you increase your company position in market agains other company
YES NO
![Page 12: Making by Th Harsh Pandit](https://reader033.vdocuments.mx/reader033/viewer/2022052406/577cd3191a28ab9e7896af7d/html5/thumbnails/12.jpg)
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12
1995 Joint Ventures
1996 3 separate divisions
1997 Foods Division Project STARS
1998 Professionals to manage the Company
2000 Turnover of Rs1000 crores
2003 Dabur demerges Pharma Business
2005 Dabur aquires Balsara
2005Dabur announces Bonus after 12
years
2006Dabur crosses $2 Bin market Cap
adopts US GAAP
2006 Approves FCCBGDRADR up to $200
million
2007 Celebrating 10 years of Real
2007 Foray into organised retail
2007 Dabur Foods Merged With Dabur
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13
India
2008 Acquires Fem Care Pharma
2009Dabur Red Toothpaste joins Billion Rupee Brand club
2010Dabur makes its first overseas acquisition
2011 Dabur enters professional skin care market
2011Dabur India acquires 30-Plus from Ajanta Pharma
2012 Dabur crosses Billion-Dollar Turnover Mark
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14
Founding Thoughts
What is that li fe worth which cannot bri ng comfor t to others
The doorstep Daktar The story of Dabur began with a small
but visionary endeavour by Dr S K Burman a physician
tucked away in Bengal His mission was to provide effective
and affordable cure for ordinary people in far-flung villages
With missionary zeal and fervour Dr Burman undertook the
task of preparing natural cures for the killer diseases of those
days like cholera malaria and plague
Soon the news of his medicines traveled and he came
to be known as the trusted Daktar or Doctor who came
up with effective cures And that is how his venture Dabur got its name - derived
from the Devanagri rendition of Daktar Burman Dr Burman set up Dabur in 1884
to produce and dispense Ayurvedic medicines Reaching out to a wide mass of
people who had no access to proper treatment Dr S K Burmans commitment and
ceaseless efforts resulted in the company growing from a fledgling medicine
manufacturer in a small Calcutta house to a household name that at once evokes
trust and reliability
The mission continues
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15
PASSION FOR WINNING
We all are leaders in our area of responsibility with a deep
commitment to deliver results We are determined to be the bestat doing what matters most
Milestones to success
Dabur India Ltd made its beginnings with a small pharmacy but
has continued to learn and grow to a commanding status in the
industry The Company has gone a long way in popularising and
making easily available a whole range of products based on the
traditional science of Ayurveda And it has set very high
standards in developing products and processes that meet
stringent quality norms As it grows even further Dabur will
continue to mark up on major milestones along the way setting
the road for others to follow
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16
1884 - Established by Dr S K Burman at Kolkata
1896 - First production unit established at Garhia
1919 - First RampD unit established
Early 1900s - Production of Ayurvedic medicines
Dabur identifies nature-based Ayurvedic medicines as its area of specialisation
It is the first Company to provide health care through scientifically tested
and automated production of formulations based on our traditional science
1930 - Automation and upgradation of Ayurvedic products
manufacturing initiated
1936 - Dabur (Dr S K Burman) Pvt Ltd Incorporated
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 ancient restorative Chyawanprash is launched in packaged
form and becomes the first branded Chyawanprash in India
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17
1957 - Computerisation of operations initiated
1970 - Entered Oral Care amp 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 is made 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 completes 100 years
1988 - Launches pharmaceutical medicines
1989 - Care with fun
The Ayurvedic digestive formulation is converted into a childrens fun product
with the launch of Hajmola Candy In an innovative move a curative product
is converted to a confectionary item for wider usage
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18
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 Intaxel (Paclitaxel) Dabur
Research Foundation develops an eco-friendly process to extract the drug from
its plant source
1996 - Enters foods business with the launch of Real Fruit Juice
1996 - Real 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 1000 crore mark
Dabur establishes its market leadership status by staging a turnover of
Rs1000 crores Across a span of over a 100 years Dabur has grown from a
small beginning based on traditional health care To a commanding position
amongst an august league of large corporate businesses
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19
2001 - Super specialty drugs
With the setting up of Dabur Oncologys sterile cytotoxic facility the
Company gains entry into 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
2002 - Dabur record sales of Rs 116319 crore on a net profit of Rs 644
crore
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 this 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 ISO 9002
certification
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20
Science for nature
Reinforcing its commitment to nature and its conservation Dabur Nepal a
subsidiary of Dabur India has set up fully automated greenhouses in Nepal
This scientific landmark helps to produce saplings of rare medicinal plants
that are under threat of extinction due to ecological degradation
2005 - Dabur acquires Balsara
As part of its inorganic growth strategy Dabur India acquires Balsaras
Hygiene and Home products businesses a leading provider of Oral Care and
Household Care products in the Indian market in a Rs 143-crore all-cash
deal
2005 - Dabur announces bonus after 12 years
Dabur India announced issue of 11 Bonus share to the shareholders of the
company ie one share for every one share held The Board also proposed an
increase in the authorized share capital of the company from existing Rs 50
crore to Rs 125 crore
2006 - Dabur crosses $2 bin market cap adopts US GAAP
Dabur India crosses the $2-billion mark in market capitalisation The
company also adopted US GAAP in line with its commitment to follow
global best practices and adopt highest standards of transparency and
governance
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21
2006 - Approves FCCBGDRADR up to $200 million
Moving forward on the inorganic growth path Dabur India decides to raise up
to $200 million from the international market through Bonds FCCBs GDRADR QIPs or any other securitiesThe capital raised will be used to fund
Daburs aggressive growth ambitions and acquisition plans in India and
abroad
2007 - Celebrating 10 years 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 HampB 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 amp Beauty format
2007 - Dabur Foods Merged With Dabur India
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
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22
Dabur has an illustrious Board of Directors who are committed to take the
company onto newer levels of human endeavour in the service of mankind The
Board comprises of
Chairman
Vice-
Chairman
Dr Anand
Burman
Mr Amit Burman
Whole Time Directors
Mr PD Narang Mr Sunil
Duggal
Mr Pradip Burman
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23
Non Whole Time Promoters Directors
Mr Mohit Burman
Independent Directors
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His Highness
Maharaja
=Mr P N
Vijay
Mr R C
Bhargava
Dr S Narayan
Sunil DuggalChief Executive Officer
Dabur India Limited
Sunil Duggal took over as the Chief Executive Officer
of Dabur India Limited in June 2002 holding reins of the
organisation he joined in 1995
Mr Duggal started his career as a management trainee in
Wimco Limited in 1981 after getting his Engineering
Degree (Electrical amp Electronics) from BITS Pilani and
Business Management from IIM Calcutta His stint atWimco continued till 1994 with a break in between
when he joined Bennett
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Spanning a career of over 20 years Sunil Duggal has travelled widely across Indiaand handled diverse portfolios that have helped him understand the dynamics of
FMCG businesses and market trends He is well versed in the intricacies of Indias
regional diversities and consumer needs
Mr Duggal lives in Delhi with his wife and one child Whenever he gets a break
from his official responsibilities Mr Duggal likes to spend time at home with his
family and an occasional round of golf
Coleman amp Co Ltd for a short period In 1994 he moved to Pepsi Foods as GM
Sales Operation
In 1995 he came into the Dabur family as General Manager (Sales amp Marketing)
of the Family Products Division with products like Dabur Amla Lal Dant Manjan
and Vatika in his portfolio This Division spearheaded the spectacular growth
recorded by Dabur in this period Vatika was also launched during this period and
is now the Companys second biggest brand
With his dynamic spirit and leadership abilities he soon became Vice-President
and SBU-Head of the Family Products Division In July 2000 Mr Duggal was
appointed Director Sales and Marketing of Dabur India Limited And in 2002 he
became the CEO of the Company - a professional with valuable experience to
steer the company ahead in its growth plans
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27
Good corporate governance and transparency in actions of the management is key
to a strong bond of trust with the Companyrsquos stakeholders Dabur understands the
importance of good governance and has constantly avoided an arbitrary decision-
making process Our initiatives towards this end include
Professionalisation of the board
Lean and active Board(reduced from 16 to 10 members)
Less number of promoters on the Board
More professionals and independent Directors for better management
Governed through Board committees for Audit Remuneration Shareholder
Grievances Compensation and Nominations
Meets all Corporate Governance Code requirements of SEBI
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28
When our Founder Dr S K Burman first established Dabur he had a vision that
saw beyond the profit motive In his words What is that life worth which cannot
bring comfort to others This ideal of a humane and equitable society led to
initiatives taken to give back some part of what Dabur has gained from the
community
Our major initiatives in the Social sector include
Establishment of the Sustainable Development Society or Sundesh in 1993
- a non-profit organisation to promote research and welfare activities in rural
areas
Promoting health and hygiene amongst the underpriviledged through the
Chunni Lal Medical Trust and
Organising the Plant for Life programme for schoolchildren - to create
environmental awareness amongst young minds
Our commitment to Environment
Ancient wisdom of conservation
From times immemorial Indian sages and men of wisdom have understood and
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29
appreciated the value of nature and its conservation Our ancestors recognised
that if we grabbed from nature beyond what was healthy it would lead to all
round degradation and even the extinction of humanity That is why nature was
sanctified and worshipped in the form of gods and goddesses
Dabur upholds the tradition
Today we at Dabur also value natures bounty Without the fruits of nature the
vision of Dabur would never have been fulfilled And that is the reason for our
unfailing commitment to ecological conservation and regeneration We would like
to follow the principles of our ancient texts which say
Dehi me dadami te - you give me and I give you
Back to Nature
Rare herbs and medicinal plants are our most valuable resource from which all
our products are derived Due to overexploitation of these resources and
unsustainable practices these plants and herbs are fast reaching the point of
extinction In view of this critical situation Dabur has initiated some significant
programmes for ecological regeneration and protection of endangered plantsecies
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30
Plants for Life
We have set up the Plants for Life project in the mountainous regions of the
Himalayas Under the project a high-tech greenhouse facility has been set up for
developing saplings of rare and endangered medicinal plants Fully computer-
controlled and monitored this greenhouse maintains the highly critical
environmental parameters required for their survival We are also developing
quality saplings of more than 20 herbs 8 of them endangered through micro
propagation
In addition satellite nurseries spread across mountain villages and
contract cultivation of medicinal herbs helps in maintaining the ecological
balance These measures have also helped provide local cultivators the scientific
knowledge for harvesting herbs and a steady source of income So that they are
not forced to exploit the environment to earn a livelihood
Living a Green Heritage
These are significant steps that can contribute to a better world for coming
generations To whom we would like to bequeath a world not bereft of nature
But full of flowering and fruit bearing trees animals birds and humans living in
good health and complete harmony
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31
Kashambi Corporate Office
Corporate Office
Kaushambi
Ghaziabad - 201010
Uttar Pradesh India
Tel
+91 (0120) 3982000 (30 Lines)
+91 (0120) 3001000 (30 Lines)
Registered Office
83 Asaf Ali Road
ew Delhi ndash 110 002
Tel +91 (011) 23253488
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33
DABUR WORLD WIDE
Daburs mission of popularizing a natural lifestyle transcends national boundaries Today
there is global awareness of alternative medicine nature-based and holistic lifestyles and
an interest in herbal products Dabur has been in the forefront of popularizing this
alternative way of life marketing its products in more than 50 countries all over the
world
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Our products World Wide
We have spread ourselves wide and deep to be in close touch with our overseas
consumers
Offices and representatives in Europe America and Africa
A special herbal health care and personal care range successfully selling in
markets of the Middle East Far East and several European countries
Inroads into European and American markets that have good potential due to
resurgence of the back-to-nature movement
Export of Active Pharmaceutical Ingredients (APIs) manufactured under strict
international quality benchmarks to Europe Latin America Africa and other Asian
countries
Export of food and textile grade natural gums extracted from traditional plant
sources
Partnerships and Production
Strategic partnerships with leading multinational food and health care
companies to introduce innovations in products and services
Manufacturing facilities spread across 3 overseas locations to optimise
production by utilising local resources and the most modern technology available
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35
OVERVIEW OF FMCG SECTOR IN INDIA
The Indian FMCG sector is
the fourth largest sector
in the economy with a
total market size in excess
of US$ 131 billion It has
a strong MNC presence
and is characterised by a
well-established
distribution network
intense competition
between the organised and
unorganised segments and
low operational cost Availability of key raw materials cheaper labour costs and
presence across the entire value chain gives India a competitive advantageThe FMCG market is set to treble from US$ 116 billion in 2003 to US$ 334
billion in 2015 Penetration level as well as per capita consumption in most
product categories like jams toothpaste skin care hair wash etc in India is low
indicating the untapped market potential Burgeoning Indian population
particularly the middle class and the rural segments presents an opportunity to
makers of branded products to convert consumers to branded products Growth is
also likely to come from consumer upgrading in the matured product categories
With 200 million people expected to shift to processed and packaged food by
2010 India needs around US$ 28 billion of investment in the food-processing
industry
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36
India is one of the largest emerging markets with a population of over one billion
India is one of the largest economies in the world in terms of purchasing power
and has a strong middle class base of 300 millionAround 70 per cent of the total
households in India (188 million) resides in the rural areas The total number of
rural households are expected to rise from 135 million in 2001-02 to 153 million
in 2009-10 This presents the largest potential market in the world The annual
size of the rural FMCG market was estimated at around US$ 105 billion in 2001-
02 With growing incomes at both the rural and the urban level the market
potential is expected to expand further
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TMarketing Mi
Product Place
Target
Market
Price Promotion
The firm attempts to generate a positive response in the target market by blending
these four marketing mix variables in an optimal manner
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38
A Summary Table of the Marketing Mix
The following table summarizes the marketing mix decisions including a list of
some of the aspects of each of the 4Ps
Summary of Marketing Mix Decisions
Product Price Place Promotion
Functionality
Appearance
Quality
Packaging
Brand
Warranty
ServiceSuppor
t
List price
Discounts
Allowances
Financing
Leasing
options
Channel members
Channel
motivation
Market coverage
Locations
Logistics
Service levels
Advertising
Personal
selling
Public
relations
Message
Media
Budget
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DABUR FOODS SELLING PROCESS
Dabur food process of selling starts from stockiest
CampFA dose not have any process to play in the process of selling of dabur
foods products They are just Clearing amp Forwarding Agents they store the
manufacturing products and then supply it to stockiest
Stockiest pay the money to dabur foods through demand draft
Stockiest further sells the products to retailers
Retailer finally sells the products to consumers
MARKETING HOW DABUR FOODS IS USING MIX
Product
Appearance Dabur tries to make its products appear very attractive
Quality Quality of the product is really unmatchable as it is tested number of
times and its products are processed using very advanced machinery and
technology
Packaging Dabur products packaging is done in such a way that its juices does
not get expired before 6 months inspite of perishable products
Brand Dabur itself is a very reputed and well known brand in the market and its
Real juice is also known all over India
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Warranty Dabur as such does not gives any warranty but if there is any problem
in its products before expiry then they replace the product
ServiceSupport Dabur foods provide full support to its stockiest retailers and
consumers what so ever the problem is
Price
List price Dabur decide its price according to its competitors and the price
structure is different for retailers and stockiest
Discounts There are different discounts for retailers stockiest and consumer from
time to time
Allowances Special allowances are gicen to stockiest sales man if he acives his
targets
Place
Channel members Channel members or business partners of dabur are its
stockiest retailers
Channel motivation Channel motivation for dabur is pull and push strategy
Market coverage Dabur Foods has a distribution network that covers 175 towns
and 75 thousand retail outlets making its product available to the consumers across
the country at ease
Locations Dabur foods try to cover or tries to place its products in each and every
shop and every location
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Promotion
Advertising Dabur products are advertised through television newspapers
magazine etc
Personal selling Dabur hardly do any personal selling except in tent shows and
road shows Same for less amp more for same
Media Media of promotion is TV Radio newspapers magazine
Budget Budget is Decided by finance team for different strategic business unit
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Critique of selling
In theory the purpose of selling is to help a customer realize his or her goals in an
economic fashion However in reality this is not always the case Customers can be influenced to purchase a product or service that initially was not of interest to
them Some salespeople are trained in the art of selling customers things they dont
need
Take for example the purchasing of a car a consumer may have a set of cars in
mind (called an evoked set) that she feels match her needs wants and budget She
may seek the advice of a salesperson given that a salesperson can help her realize
the right car given those criteria This can be a socially useful function salespeople
have specialized knowledge of products that can help consumers make an informed
decision However a salesperson may also talk a consumer into purchasing a more
expensive or perhaps larger car then she needs or can afford In this context the
salesperson may have usefully helped the customer re-evaluate her needs thereby
establishing a new set of appropriate choices among which included the newer orlarge car This again would be a helpful and useful service provided by the
salesperson However it is sometimes the case that customers purchase a product
or service that was not initially intended and remains an inappropriate purchase
after the fact On the other hand the consumer in this scenario can be held partially
responsible for the inappropriate purchase indeed A fool and his money are soon
parted (PT Barnum English proverbs)
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This dysfunctional behavior is encouraged by
Incentives of salespeople to increase their total number of sales especially where
retailers keep track of sales or offer commission-based salaries
Incentives from the manufactures of products or the companies of service
providers to salespeople to sell their products where other similar products
offered by competitors are offered
The incentive to sell a customer a product that is in need of being cleared
out despite the fact that a customer may be better to wait for the new
product
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Channel Of Distributions
Manufacturing Plant
Clearing and forwarding agent (different regions)
Stockist A Stockist B Stockist C
Retailers Retailers Retailers Retailers Retailers Retailers
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CONSUMERS
The above diagram it shows channel of distribution of dabur foods here first the products are manufactured and from Manufacturing plants the packed goods are
supplied to Clearing And Forwarding Agents(CampFA) and from here the goods are
then further supplied to number of Stockiest or Distributors from here goods
reaches to large number of Retailers and it is the duty of Stockiest to take orders
from retailers and then supply the goods to them this work is generally done by
stockiest salesman through ready stock or by taking orders first and then placing
the order From here the goods finally reaches to Customers Customer purchases
the product from retailers
This was the basic Channel of Distribution used by Dabur Foods now I will throw
light on each channel of distribution of Dabur Foods
Supply Chain Management
Supply chain management starts before physical distribution it involves procuring
the right inputs (raw materials components and capital equipment) converting
them into finished products and dispatching them to the final destinations The
supply chain perspective can help identify superior suppliers and distributors and
help them improve productivity which ultimately brings down the companyrsquos
costs
A broader view sees a company at the center of a value network that
includes its suppliers its immediate customers and their end customers The value
network includes valued relations with others such as university researchers
government approval agencies and so on
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MANUFACTURING PLANT
Dabur Foods has Number of products in its product line but its main area of
interest or the product on which they concentrate the most is Real Juice amp Coolers
Dabur has its manufacturing plant at Nepal and at Jaipur where juice is
manufactured and tested
PROCUREMENT amp TRANSPORT
Getting the raw material and packaging material requirement from the
production unit in charge
Constant updates on the procurement of materials and transport details
Production details and ingredient content information from the different personnel and coordinating this activity
PACKAGING
Approval and coordination of the supply of packaging material to the
production unit
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CLEARING AND FORWARDING AGENTA (CampFA)
From manufacturing plant the stock is transported or supplied to clearing
and forwarding agents
Clearing and Forwarding Agents is a third party and Dabur gives contract to
them so company has nothing to do in building the relationship with them
Here CampFA keep or stock the goods with them
They charge dabur for stocking the good and even dabur donrsquot mind doing
so as it is a measure of cost cutting as well as there is no need for gowdowns
and maintenance
For Ghazizbad Meerut Delhi NCR there is one CampFA whish is situated in
Mohan Nagar here all goods which dabur foods hare kept here
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STOCKIEST OR DISTRIBUTORS
Stockiest store the products in their godowns CampFA supplies the goods to
them as per their order
Stockiest has some sales men working under him they are known as
stockiest sales man Their work is to place the products in the market and
take order from retailers and then supply goods to them
Sales man either take ready stock with them or they first take orders and
then supply goods later on
There is a beat which is a schedule route of sales man means sales man has
to daily cover the route as mention in the beat
Merchandising making products visible pasting posters putting banners
and seeing that goods are properly placed in the retail outlets is also the duty
of stockiest sales man
Companiesrsquo sales officer keeps a check on the stockiest and monthly report
is also prepared which is further analyzed by ASM amp ZSM
In Noida Dabur has 1 stockist and in Ghaziabad 1
RETAILERS
Retailers are backbone of the company as they are the one who can take the
product on new heights or can bring it down to toes
Stockiest supplies goods to retailers and tries Persuading retailers to give the
brand special displays (using merchandising tools) to get affective brand
presence and arranging it in more noticeable manner
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Classification of outlets in different type of markets is different according to
their sales volume
TYPES OF RETAILS OUTLETS
Class Average Monthly Business
A Above 10000
B 5000-10000
C Upto 5000
Margin of retailers is always higher than stockiest
Retailers are the one who have direct contact with the customers
Dabur Foods has a distribution network that covers 175 towns and 75
thousand retail outlets making its product available to the consumers across
the country at ease
TYPES OF RETAIL MARKET
The retail market can be classified on the basis of magnitude of retail
SCATTERED MARKET
Lesser no of outlets and
Extensive outlets
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BLOCK MARKET
Large no of retail outlets in chunk
SUPER MARKET
Through their superior information logistical systems and buying power deliver
good service and immense volumes of products at attractive prices
CHAIN OUTLETS
Having more than one key outlet all across with a single control unit and central
purchasing strategy
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M PRODUCT LINE
Foods
Real
Real Activ
Hommade
Lemoneez
Capsico
Health Care
Baby Care
Dabur Lal Tail
Dabur Baby Olive Oil
Dabur Janma Ghunti
Health Supplements
Dabur Chyawanprash Dabur Glucose D
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Digestives
Hajmola Yumstick
Hajmola Mast Masala
Anardana
Hajmola
Hajmola Candy
Hajmola Candy Fun2
Pudin Hara (Liquid and Pearls)
Pudin Hara G
Dabur Hingoli
Natural Cures
Shilajit Gold
Nature Care Sat Isabgol
Shilajit
Ring Ring
Itch Care
Backaid
Shankha Pushpi Dabur Balm
Sarbyna Strong
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Personal Care
Hair Care Oil
Amla Hair Oil
Amla Lite Hair Oil
Vatika Hair Oil
Anmol Sarson Amla
Hair Care Shampoo
Anmol Silky Black Shampoo
Vatika Henna Conditioning Shampoo
Vatika AntiDandruff Shampoo
Anmol Natural Shine Shampoo
Oral Care
Dabur Red Gel
Dabur Red Toothpaste
Babool Toothpaste
Dabur Lal Dant Manjan
Dabur Binaca
Toothbrush
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Dabur Amongst Top Three Most
Respected FMCG Companies
Dabur Real Bags Gold In Readers
Digest Trusted Brand Awards
Dabur Figures In Top Great PlaceTo Work 2006 List
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Dabur has been ranked
amongst Indias Most
Innovative Companies by
a Business Today-Monitor
Group survey
Hajmola has been ranked
34th in Indiarsquos 100 Most
Valuable Brands list
Hajmola one of the
strongest brands in
Daburs portfolio
has been listed
among the Top 18
Iconic Brands in
India that have
stood the test oftime
Dabur Indiarsquos fruit juice
brand Reacuteal awarded the
Three Dabur brands --
Hajmola Dabur Amla and
Hajmola moves up
11 spots to take the
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Readerrsquos Digest Gold
Trusted Brand Award
2008 in the food amp
beverages category
Vatika -- have debuted in
the Economic Times
Brand Equitys Most
Trusted Brands 2008 list
Besides Dabur Foods has
climbed up to take the
40th spot
34th position
among Indias Top
100 Most Valuable
Brands of 2008
released by 4Ps and
ICMR
Dabur India Ltd has been ranked 28th in the list of Indias Top 50 Most
valuable (Company) Brands by Brand Finance
newu was voted the Most
Admired New Retail
Launch of the year at
Images Retail Awards
Dabur India CEO Mr
Sunil Duggal was named
Best Corporate Leader of
2008 at the BampE
Leadership and Excellence
Dabur India Ltd
was ranked the
Business Leader in
the FMCG -
Personal Care
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Awards Category at the
NDTV Profit
Business
Leadership Award
2008
Dabur India Ltd CEO Mr
Sunil Duggal has been
ranked among Indias
Most valueable CEOs by
Business World
Dabur India Ltd has been listed among the Super
100 of India Inc prepared by Business India
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Dedicated to the health and well being of every household
This is our company We accept personal responsibility and accountability to meet business needs
We all are leaders in our area of responsibility with a deep commitment to deliver results We are determined to be the best at doing what matters most
People are our most important asset We add value through result driven training and we encourage amp reward excellence
We have superior understanding of consumer needs and develop products to fulfill them better
We work together on the principle of mutual trust amp transparency in a boundary-less organisation We are intellectually honest in advocating proposals includingrecognizing risks
Continuous innovation in products amp processes is the basis of our success
We are committed to the achievement of business success with integrity We are honest with consumers with business partners and with each other
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INTRODUCTION OF DABUR CHYWANPRASH
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Dabur Chyawanprash the trusted name for your entire familys health
Dabur Chyawanprash has anti-oxidant properties amp strengthens your bodysinternal defense mechanism the immune system thereby protecting you fromeveryday infections cough cold amp stress etc
At a time when flu and viruses are everywhere your immunity system provides the best prevention from these deadly diseases Chyawanprash a time-tested age-
old formulation has a number of herbs like Amla known to be one of the bestantioxidants Giloy (Guduchi) known to have immuno modulatory properties andhas more than 40 other natural ingredients to boost immunity
Dabur Chyawanprash The Health Giver
Derived from 2500-year-old Ayurvedic formula
Totally chemical-free natural and safe Powerful combination of herbs and plant extracts in a
base of Amla fruit pulp Refined by Dabur to provide traditional goodness with best quality
Reinforces the immune system amp helps fight disease Trusted health provider of a majority of Indian households
Usage
Dabur Chyawanprash has a tangy sweet-sour taste and the consistency of jamIt can be taken directly or with milk and as bread spread In all cases itstherapeutic properties remain stable and active In winters have a glass ofwarm milk after having Chyawanprash In summers have a glass of cold milkafter having Chyawanprash
Dose
1-2 teaspoonful
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STP ANALYSIS OF DABUR CHYAWANPRASH
SEGMENTATION
Dabur Chyawanprash is the market leader in the Chyawanprash segment It
comes under the category of health supplements The segments that it considers
are growing kids competitive youth ever busy housewives and the aged
For the growing kids In todays competitive environment the children are under
high pressure to excel
For the competitive youth Modern life keeps the youth busy and demands them
to be active and efficient
For ever-busy housewives The homemaker needs to be fit in order to shoulder
all responsibilities
For the aged Old age weakens a person physically and mentally
After segmenting the population into these categories it aims to keep them fit
and healthy
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TARGETING
Traditionally chyawanprash was supposed to be a health supplement for the
aged and kids Dabur Chyawanprash (DCP) is now targeting adults housewives
youth and kids This it is trying to achieve through its promotion activities by
making Amitabh Bacchan and Vivek Oberoi do the endorsement act Amitabh
has been projected as a user of Chyawanprash attempting to establish the
relevance of DCP amongst the adults in todayrsquos demanding lifestyle Vivek who
represents an urban ambitious non-user with a mindset that Chyawanprash is not
for him meets his moment of truth when outperformed by a young
Chyawanprash user thus reaching out to kids His final conversion from a non-
user to a Chyawanprash user connects with the Youth These two ads compliment
each other and connect very well with the targeted consumers
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POSITIONING
Andar se strongrdquo Dabur chyawanprash has the tag line Andar se strongrdquo By
using a natural language instead of scientific language it is able to connect with
the consumers and is able to achieve a better positioning in the minds of the
Indian health conscious consumer A category like Chyawanprash for instance
needs to understand that in employing the category language it loses any chance
of expressing its own benefit distinctively
Holistic Health benefit of Ayurveda Dabur Chyawanprash helps in stimulating
immune system relieving stress improving stamina fighting aging through anti-
oxidant property improving lung function fighting respiratory infections amp
building resistance to disease The brand conveys this health conscious holistic
view of the product
Brand Trust Over 100 years of Daburrsquos experience in Ayurveda ensures selection
processing and quality control of right herbs along with scientific and clinical
studies ndash makes DCP a trustworthy offering for consumers Consumers view DCP
as a product by a trusted brand and therefore do not need to think twice beforemaking a purchasing decisio
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65
MARKETING MIX OF DABUR CHYAWANPRASH
Dabur Chyawanprash is the market leader in the chyawanprash segment and has
achieved this with its innovative product offering pricing strategy easy
availability and promotion campaigns In the marketing mix of Dabur we shall be
discussing the 4 Ps of marketing mix with respect to Dabur Chyawanprash The
mix shall be analyzed as followed
Product
Price
Place
Promotion
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Product Price Promotion Place
bull Product
Variety
bull Quality
bull Design
bull Features
bull Brand
Names
bull Services
bull List Price
bull Discount
bull Financing
Schemes
bull Credit Terms
bull Advertising amp
Promotion
bull Public Relations
bull Sponsorships
bull Internet
Marketing
bull Channels
bull Location
bull Inventory
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PRODUCT
Dabur Chyawanprash is the leader in the Chyawanprash category
and enjoys a market share of 61 per cent In 50s Dabur pioneered the
concept of branded Chyawanprash and since has invested heavily in
product development clinical studies and consumer awareness The
product is essentially a health supplement
Known as the ldquoelixir of liferdquo Chyawanprash has (clinically) proven benefits in
maintaining smooth body functioning The principal ingredient Amla (Indian
Gooseberry) acts as an anti-oxidant and immuno-stimulant Dabur Chyawanprash
helps in stimulating immune system relieving stress improving stamina fighting
aging through anti-oxidant property improving lung function fighting respiratory
infections amp building resistance to disease It is these properties that make Dabur
Chyawanprash a preferred choice for its users
Ingredients of Dabur Chyawanprash
Vishwast Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts
Special Vishwast fortified with additional health beneficial herbs like
Keshar Akarkara etc
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Packaging
n
The figure above shows the evolution of the packaging of Dabur Chyawanprash
Dabur continuously innovates the package and branding of its chayawanprash It
launched Dabur Chyawanprash first in 1949 in a tin pack and it was the first
branded Chyawanprash in India Later Dabur came out with its new packet of
Chyawanprash with Amitabh Bachchan as their brand ambassador It also
received ldquoBrand Relaunch of the Year ldquoaward from IMA
Available in
Dabur Chyawanprash is available in three sizes to cater to the needs of different
types of people
1 One kilogram pack
2 500 gram pack
3 250 gram pack
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PRICE
The pricing of Dabur chyawanprash is very competitive Dabur chyawanprash uses
second degree price discrimination ie more the quantity lower the price
1kg Rs19500
500gms Rs11000
250gms Rs 6200
PRICEQUALITY MATRIX
Pricerarr
Quality
darr
High Middle Low
High
Luxury
Segment
Ideal For
Penetration
DABUR
CHYAWANPRASH
Premiere
Offering
Middle
Overpriced Average Real
Bargain
Low
Make The Sale
and Run
Unhappy
Customers
Cheap
Goods
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PLACE
Dabur has a very wide distribution of its products through 16 million retail outlets
and 50 C amp F agents all over India who distribute products to the retailers Adistribution of C amp F agents and manufacturing locations is given below
Daburrsquos distribution network extends beyond India in the following countries as
well
Distribution Network
Central North amp South America
Australia
Asia
Middle East
North amp South Africa
East amp West Europe
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PROMOTION
The main form of promotional activities of Dabur chyawanprash are concentrated
towards advertising and it has neglible sales promotional activities
Advertising
Nothing can happen without establishing the brandrsquos heritage emphasizing
technological prowess explaining benefits and building bonds with prospective
buyers Ads are necessary because the images are still mouldable and fluid and
the consumerrsquos sophistication level is low Dabur chyawanprash is advertised on
print media as well as on television
The company has launched two ads one each with Amitabh and Vivek in
national electronic media followed by a series of print media campaign directed
towards creating awareness to educate people about the holistic benefits of
ChyawanprashThe ads have been created by McCann Ericsson and the company
would be spending close to Rs 10 crore in promotional campaign this year The
ads would also be translated in Bengali These advertisements are supposed to
target the old and the younger generation respectively
Thecompany has launched a new ad with MS Dhoni who is leader of Indian
cricket team
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SWOT ANALYSIS OF DABUR
STRENGTHS
Strong presence in well defined
niches( like value added Hair Oil and
Ayurveda specialities)
Core knowledge of Ayurveda as
competitive advantage
Strong Brand Image
Product Development Strength
Strong Distribution Network
Extensive Supply Chain
IT Initiatives
R amp D ndash a key strength
WEAKNESS
Seasonal Demand( like
chyawanprash in winter and Vatika not
in winter)
Low Penetration(Chyawanprash)
High price(Vatika)
Limited differentiation (Vatika)
Unbranded players account for
the 23rd of the total market(Vatika)
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OPPORTUNITIES
Untapped
Market(Chyawanprash)
Market Development
Export opportunities
Innovation
Increasing income level of the
middle class Creating additional consumption
pattern
THREATS
Existing Competition( like
Himani baidyanath and Zandu for
Dabur Chyawanprash and MaricoKeo
Karpin HLL and Bajaj for Vatika Hair Oil)
New Entrants
Threat from substitutes (like
Bryllcream for Vatika hair oil)
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OBJECTIVE OF THE STUDY
The major objective of the survey is to collect the data from outlets in the
specified areas where cold drinks are to be sold
To make an assessment of availability of several brands of dabur in
different packs and size in the specified areas
To make an assessment of market presence program of the dabur
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Research Methodology
Data collection
Sample unit
1) working people (including men amp women) amp housewife
2) college students
3) school students
4) senior citizens
5) Retailer
Sample size
1 working people amp housewife 30
2 college students 25
3 school students 20
4 senior citizens 15
5 Retailer 10
Sampling techniques
Judgmental sampling techniques used
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Sampling region
Sampling region will be DELHI in rural area
Data collection method
1 Primary data It will be collected with the help of a self administered
questionnaire
2 Secondary data it will be collected with the help of books research
papers magazines news papers journals internet etc
3
Research instruments
Questionnaire design
As the questionnaire is self administrated one the survey will be simple and user
friendly Words used in questionnaire will be readily understandable to all
respondent Also technical jargons will be avoided to ensure that there is no
confusion for respondents
Data Analysis - Data analysis will be done with the help of MS Excel and SPSS
Software
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DATA ANALYSIS
DABUR CHYAWANPRASH
1 AWARNESS LEVEL
I
NTERPRETATION-
According to serveyAll person are know the dabur100 person of dabur65
person kmow the Baidyanathamp Dabur 40 people of HimaniBaidyanath and
Dabur 60 person of ZanduHimaniBaidyanath and Dabur
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2 PREFERRED BRAND
INTERPRETATION-
According to servey60 person are preferred dabur product 15 person are
preferred Baidynath product 15 person are preferred Himani product 10 person
are preferred Zandu
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3SATISFACTION LEVEL
INTERPRETATION-
According to servey100 satisfaction level of dabur product 80 satisfaction level
of Baidynath product 80 satisfaction level of Himani product
60 satisfaction level of Zandu product
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4 REASONS FOR SELECTING A PARTICULAR BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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5HOW DID YOU COME TO KNOW ABOUT THIS BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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6 PREFERRED PACK SIZE
INTERPRETATION-
According to servey50 person are preferred 500gm product 30 person are
preferred 1kg product 20 person are preferred 250gm product
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8 REASON TO SELECT PREFERRED PACK SIZE
INTERPRETATION-
According to servey20 person are select product of itrsquos availability pack size
40 person are select product of itrsquos price pack size 25 person are select
product of itrsquos family pack size 15 person are select product of itrsquos storage
pack size
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9 FREQUENCY OF
PURCHASE
INTERPRETATION-
According to servey30 People are purchase product after one month 55
People are purchase product after two months 15 People are purchase
product after six months
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COMPETITOR ANALYSIS
The key competitorrsquos of Dabur in the Chyawanprash segment are Baidyanath
Zandu and Himani which together with Dabur have about 85 of Indias domestic
market
Dabur is Indias largest Ayurvedic medicine supplier and the fourth largest
producer of FMCG It was established in 1884 and had grown to a business level
in 2003 of about 650 million dollars per year though only a fraction of that is
involved with Ayurvedic medicine Dabur Chyawanprash (herbal honey) has a
market share of 61We have tried to analyse the competition for Dabur in the
Chyawanprash segment as follows
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The Himani Group
It founded in 1974 provides a diverse range of products doing 110 million dollars
of business annually though only a portion is involved with Ayurvedic products
through its Himani line the company is mainly involved with toiletries and
cosmetics but also provides Chyawanprash and other health productsIts market
share is 12
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CONCLUSIONS
The Chyawanprash Industry is yet to capture the beverage market in full swing Packed Chyawanprash
followed by Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts the market The consumerrsquos patriotic love for tea and coffee is unfared
Chyawanprash are yet to establish their supplement use in the average household here in lies the great
opportunities Within the market it is safe to conclude that dabur has hit off ratherwell with the
masses
dabur has clearly lost it head start advantage and thereby acquiring just 35 of the market share while
others enjoys rest of the market share This could be well attributed to dabor successful ATA
(Availability Taste and Affordability) marketing module the attributes most rated by the consumersLack of publicity has hampered the growth progress of the brand so aggressive advertising is needed to
promote Chyawanprash and vatika hair oil brand
The brands such as that of Chyawanprash by vednath Chyawanprash with its lsquosonacahndi lsquoMinute-
madersquo and also US food giantssDel Monte are ready to hit the Chyawanprash market very soon
As the strategies of the companies keeps on changing be it in Chyawanprash industry a company has
to create perceptions and cover them into realities It is an expensive proposition requiring huge
expenditure on advertising sponsorships and media Thus the ideal company will be the one which
combines the high end technology with consumer insight
As 16 of the excise duty is exempted on food products in this budget Many food companies including
Dabur got benefited from it On the analysis of survey it was found that target Market of Chyawanprash
want quality benefit rather then Price benefit so it is better to stress on quality rather than on
decreasing price to increase sales and profit
To increase market share Dabur should give slight price benefit on Dabur brand so that customers of
other Juice brand should switch from other brand to Dabur brand
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Findings
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey100 satisfaction level of dabur product 80 satisfaction level of
Baidynath product 80 satisfaction level of Himani product 60 satisfaction level of
Zandu product
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis According to servey50 person are preferred 500gm
product 30 person are preferred 1kg product 20 person are preferred 250gm
product
According to servey20 person are select product of itrsquos availability pack size 40
person are select product of itrsquos price pack size 25 person are select product of itrsquos
family pack size 15 person are select product of itrsquos storage pack size
According to servey30 People are purchase product after one month 55 People are
purchase product after two months 15 People are purchase product after six months
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LIMITATIONS
No study is free from limitations The limitations of this study can be
Sample size taken is small and may not be sufficient to predict theresults with 100 accuracy
The result is based on primary and secondary data that has itrsquos own limitations
The study only covers the area of Delhi that may not beapplicable to other areas
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RECOMMENDATIONS
Focus on growing core brands across categories
Reaching out to new geographies within Hapur area
Improve operational efficiencies by leveraging technology
Be the preferred company to meet the health and personal grooming needs of
our target consumers with safe efficacious natural solutions by synthesizing the
deep knowledge of ayurveda and herbs with modern science
Provide consumers with innovative products within easy reach
Vatika hair care centre On the lines of Maricorsquos Kaya Skin Clinic Dabur
could start a venture called Vatika hair care centre which would provide total hair
care solutions It could have hair care experts to solve hair problemsServices could
include dandruff treatment straightening of hair treatment for split endsetc
Position Dabur Chyawanprash as not more of a medicine but as something
which is necessary for health
More initiatives like ldquo Dabur ki Deewarrdquo to increase brand visibility It is an
initiative to occupy shelf space
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BIBLIOGRAPHY
Books
Marketing Management Twelfth Edition ndash Philip Kotler amp Kevin Lane Keller
Websites
wwwgooglecom
wwwdaburcom
wwwtutor2unet
wwwbrandchannelcom
The time of india
Forbs magazing
Hinustan time
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YES NO
7Which pack size do you prefer
YES NO
8On what parameters do you choose this pack size
YES NO
9 how do u increase the company position
YES NO
10 how you increase your company position in market agains other company
YES NO
![Page 13: Making by Th Harsh Pandit](https://reader033.vdocuments.mx/reader033/viewer/2022052406/577cd3191a28ab9e7896af7d/html5/thumbnails/13.jpg)
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13
India
2008 Acquires Fem Care Pharma
2009Dabur Red Toothpaste joins Billion Rupee Brand club
2010Dabur makes its first overseas acquisition
2011 Dabur enters professional skin care market
2011Dabur India acquires 30-Plus from Ajanta Pharma
2012 Dabur crosses Billion-Dollar Turnover Mark
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14
Founding Thoughts
What is that li fe worth which cannot bri ng comfor t to others
The doorstep Daktar The story of Dabur began with a small
but visionary endeavour by Dr S K Burman a physician
tucked away in Bengal His mission was to provide effective
and affordable cure for ordinary people in far-flung villages
With missionary zeal and fervour Dr Burman undertook the
task of preparing natural cures for the killer diseases of those
days like cholera malaria and plague
Soon the news of his medicines traveled and he came
to be known as the trusted Daktar or Doctor who came
up with effective cures And that is how his venture Dabur got its name - derived
from the Devanagri rendition of Daktar Burman Dr Burman set up Dabur in 1884
to produce and dispense Ayurvedic medicines Reaching out to a wide mass of
people who had no access to proper treatment Dr S K Burmans commitment and
ceaseless efforts resulted in the company growing from a fledgling medicine
manufacturer in a small Calcutta house to a household name that at once evokes
trust and reliability
The mission continues
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15
PASSION FOR WINNING
We all are leaders in our area of responsibility with a deep
commitment to deliver results We are determined to be the bestat doing what matters most
Milestones to success
Dabur India Ltd made its beginnings with a small pharmacy but
has continued to learn and grow to a commanding status in the
industry The Company has gone a long way in popularising and
making easily available a whole range of products based on the
traditional science of Ayurveda And it has set very high
standards in developing products and processes that meet
stringent quality norms As it grows even further Dabur will
continue to mark up on major milestones along the way setting
the road for others to follow
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16
1884 - Established by Dr S K Burman at Kolkata
1896 - First production unit established at Garhia
1919 - First RampD unit established
Early 1900s - Production of Ayurvedic medicines
Dabur identifies nature-based Ayurvedic medicines as its area of specialisation
It is the first Company to provide health care through scientifically tested
and automated production of formulations based on our traditional science
1930 - Automation and upgradation of Ayurvedic products
manufacturing initiated
1936 - Dabur (Dr S K Burman) Pvt Ltd Incorporated
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 ancient restorative Chyawanprash is launched in packaged
form and becomes the first branded Chyawanprash in India
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17
1957 - Computerisation of operations initiated
1970 - Entered Oral Care amp 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 is made 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 completes 100 years
1988 - Launches pharmaceutical medicines
1989 - Care with fun
The Ayurvedic digestive formulation is converted into a childrens fun product
with the launch of Hajmola Candy In an innovative move a curative product
is converted to a confectionary item for wider usage
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18
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 Intaxel (Paclitaxel) Dabur
Research Foundation develops an eco-friendly process to extract the drug from
its plant source
1996 - Enters foods business with the launch of Real Fruit Juice
1996 - Real 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 1000 crore mark
Dabur establishes its market leadership status by staging a turnover of
Rs1000 crores Across a span of over a 100 years Dabur has grown from a
small beginning based on traditional health care To a commanding position
amongst an august league of large corporate businesses
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19
2001 - Super specialty drugs
With the setting up of Dabur Oncologys sterile cytotoxic facility the
Company gains entry into 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
2002 - Dabur record sales of Rs 116319 crore on a net profit of Rs 644
crore
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 this 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 ISO 9002
certification
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20
Science for nature
Reinforcing its commitment to nature and its conservation Dabur Nepal a
subsidiary of Dabur India has set up fully automated greenhouses in Nepal
This scientific landmark helps to produce saplings of rare medicinal plants
that are under threat of extinction due to ecological degradation
2005 - Dabur acquires Balsara
As part of its inorganic growth strategy Dabur India acquires Balsaras
Hygiene and Home products businesses a leading provider of Oral Care and
Household Care products in the Indian market in a Rs 143-crore all-cash
deal
2005 - Dabur announces bonus after 12 years
Dabur India announced issue of 11 Bonus share to the shareholders of the
company ie one share for every one share held The Board also proposed an
increase in the authorized share capital of the company from existing Rs 50
crore to Rs 125 crore
2006 - Dabur crosses $2 bin market cap adopts US GAAP
Dabur India crosses the $2-billion mark in market capitalisation The
company also adopted US GAAP in line with its commitment to follow
global best practices and adopt highest standards of transparency and
governance
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21
2006 - Approves FCCBGDRADR up to $200 million
Moving forward on the inorganic growth path Dabur India decides to raise up
to $200 million from the international market through Bonds FCCBs GDRADR QIPs or any other securitiesThe capital raised will be used to fund
Daburs aggressive growth ambitions and acquisition plans in India and
abroad
2007 - Celebrating 10 years 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 HampB 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 amp Beauty format
2007 - Dabur Foods Merged With Dabur India
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
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22
Dabur has an illustrious Board of Directors who are committed to take the
company onto newer levels of human endeavour in the service of mankind The
Board comprises of
Chairman
Vice-
Chairman
Dr Anand
Burman
Mr Amit Burman
Whole Time Directors
Mr PD Narang Mr Sunil
Duggal
Mr Pradip Burman
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23
Non Whole Time Promoters Directors
Mr Mohit Burman
Independent Directors
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24
His Highness
Maharaja
=Mr P N
Vijay
Mr R C
Bhargava
Dr S Narayan
Sunil DuggalChief Executive Officer
Dabur India Limited
Sunil Duggal took over as the Chief Executive Officer
of Dabur India Limited in June 2002 holding reins of the
organisation he joined in 1995
Mr Duggal started his career as a management trainee in
Wimco Limited in 1981 after getting his Engineering
Degree (Electrical amp Electronics) from BITS Pilani and
Business Management from IIM Calcutta His stint atWimco continued till 1994 with a break in between
when he joined Bennett
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Spanning a career of over 20 years Sunil Duggal has travelled widely across Indiaand handled diverse portfolios that have helped him understand the dynamics of
FMCG businesses and market trends He is well versed in the intricacies of Indias
regional diversities and consumer needs
Mr Duggal lives in Delhi with his wife and one child Whenever he gets a break
from his official responsibilities Mr Duggal likes to spend time at home with his
family and an occasional round of golf
Coleman amp Co Ltd for a short period In 1994 he moved to Pepsi Foods as GM
Sales Operation
In 1995 he came into the Dabur family as General Manager (Sales amp Marketing)
of the Family Products Division with products like Dabur Amla Lal Dant Manjan
and Vatika in his portfolio This Division spearheaded the spectacular growth
recorded by Dabur in this period Vatika was also launched during this period and
is now the Companys second biggest brand
With his dynamic spirit and leadership abilities he soon became Vice-President
and SBU-Head of the Family Products Division In July 2000 Mr Duggal was
appointed Director Sales and Marketing of Dabur India Limited And in 2002 he
became the CEO of the Company - a professional with valuable experience to
steer the company ahead in its growth plans
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27
Good corporate governance and transparency in actions of the management is key
to a strong bond of trust with the Companyrsquos stakeholders Dabur understands the
importance of good governance and has constantly avoided an arbitrary decision-
making process Our initiatives towards this end include
Professionalisation of the board
Lean and active Board(reduced from 16 to 10 members)
Less number of promoters on the Board
More professionals and independent Directors for better management
Governed through Board committees for Audit Remuneration Shareholder
Grievances Compensation and Nominations
Meets all Corporate Governance Code requirements of SEBI
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28
When our Founder Dr S K Burman first established Dabur he had a vision that
saw beyond the profit motive In his words What is that life worth which cannot
bring comfort to others This ideal of a humane and equitable society led to
initiatives taken to give back some part of what Dabur has gained from the
community
Our major initiatives in the Social sector include
Establishment of the Sustainable Development Society or Sundesh in 1993
- a non-profit organisation to promote research and welfare activities in rural
areas
Promoting health and hygiene amongst the underpriviledged through the
Chunni Lal Medical Trust and
Organising the Plant for Life programme for schoolchildren - to create
environmental awareness amongst young minds
Our commitment to Environment
Ancient wisdom of conservation
From times immemorial Indian sages and men of wisdom have understood and
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29
appreciated the value of nature and its conservation Our ancestors recognised
that if we grabbed from nature beyond what was healthy it would lead to all
round degradation and even the extinction of humanity That is why nature was
sanctified and worshipped in the form of gods and goddesses
Dabur upholds the tradition
Today we at Dabur also value natures bounty Without the fruits of nature the
vision of Dabur would never have been fulfilled And that is the reason for our
unfailing commitment to ecological conservation and regeneration We would like
to follow the principles of our ancient texts which say
Dehi me dadami te - you give me and I give you
Back to Nature
Rare herbs and medicinal plants are our most valuable resource from which all
our products are derived Due to overexploitation of these resources and
unsustainable practices these plants and herbs are fast reaching the point of
extinction In view of this critical situation Dabur has initiated some significant
programmes for ecological regeneration and protection of endangered plantsecies
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Plants for Life
We have set up the Plants for Life project in the mountainous regions of the
Himalayas Under the project a high-tech greenhouse facility has been set up for
developing saplings of rare and endangered medicinal plants Fully computer-
controlled and monitored this greenhouse maintains the highly critical
environmental parameters required for their survival We are also developing
quality saplings of more than 20 herbs 8 of them endangered through micro
propagation
In addition satellite nurseries spread across mountain villages and
contract cultivation of medicinal herbs helps in maintaining the ecological
balance These measures have also helped provide local cultivators the scientific
knowledge for harvesting herbs and a steady source of income So that they are
not forced to exploit the environment to earn a livelihood
Living a Green Heritage
These are significant steps that can contribute to a better world for coming
generations To whom we would like to bequeath a world not bereft of nature
But full of flowering and fruit bearing trees animals birds and humans living in
good health and complete harmony
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31
Kashambi Corporate Office
Corporate Office
Kaushambi
Ghaziabad - 201010
Uttar Pradesh India
Tel
+91 (0120) 3982000 (30 Lines)
+91 (0120) 3001000 (30 Lines)
Registered Office
83 Asaf Ali Road
ew Delhi ndash 110 002
Tel +91 (011) 23253488
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DABUR WORLD WIDE
Daburs mission of popularizing a natural lifestyle transcends national boundaries Today
there is global awareness of alternative medicine nature-based and holistic lifestyles and
an interest in herbal products Dabur has been in the forefront of popularizing this
alternative way of life marketing its products in more than 50 countries all over the
world
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Our products World Wide
We have spread ourselves wide and deep to be in close touch with our overseas
consumers
Offices and representatives in Europe America and Africa
A special herbal health care and personal care range successfully selling in
markets of the Middle East Far East and several European countries
Inroads into European and American markets that have good potential due to
resurgence of the back-to-nature movement
Export of Active Pharmaceutical Ingredients (APIs) manufactured under strict
international quality benchmarks to Europe Latin America Africa and other Asian
countries
Export of food and textile grade natural gums extracted from traditional plant
sources
Partnerships and Production
Strategic partnerships with leading multinational food and health care
companies to introduce innovations in products and services
Manufacturing facilities spread across 3 overseas locations to optimise
production by utilising local resources and the most modern technology available
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35
OVERVIEW OF FMCG SECTOR IN INDIA
The Indian FMCG sector is
the fourth largest sector
in the economy with a
total market size in excess
of US$ 131 billion It has
a strong MNC presence
and is characterised by a
well-established
distribution network
intense competition
between the organised and
unorganised segments and
low operational cost Availability of key raw materials cheaper labour costs and
presence across the entire value chain gives India a competitive advantageThe FMCG market is set to treble from US$ 116 billion in 2003 to US$ 334
billion in 2015 Penetration level as well as per capita consumption in most
product categories like jams toothpaste skin care hair wash etc in India is low
indicating the untapped market potential Burgeoning Indian population
particularly the middle class and the rural segments presents an opportunity to
makers of branded products to convert consumers to branded products Growth is
also likely to come from consumer upgrading in the matured product categories
With 200 million people expected to shift to processed and packaged food by
2010 India needs around US$ 28 billion of investment in the food-processing
industry
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India is one of the largest emerging markets with a population of over one billion
India is one of the largest economies in the world in terms of purchasing power
and has a strong middle class base of 300 millionAround 70 per cent of the total
households in India (188 million) resides in the rural areas The total number of
rural households are expected to rise from 135 million in 2001-02 to 153 million
in 2009-10 This presents the largest potential market in the world The annual
size of the rural FMCG market was estimated at around US$ 105 billion in 2001-
02 With growing incomes at both the rural and the urban level the market
potential is expected to expand further
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TMarketing Mi
Product Place
Target
Market
Price Promotion
The firm attempts to generate a positive response in the target market by blending
these four marketing mix variables in an optimal manner
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38
A Summary Table of the Marketing Mix
The following table summarizes the marketing mix decisions including a list of
some of the aspects of each of the 4Ps
Summary of Marketing Mix Decisions
Product Price Place Promotion
Functionality
Appearance
Quality
Packaging
Brand
Warranty
ServiceSuppor
t
List price
Discounts
Allowances
Financing
Leasing
options
Channel members
Channel
motivation
Market coverage
Locations
Logistics
Service levels
Advertising
Personal
selling
Public
relations
Message
Media
Budget
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DABUR FOODS SELLING PROCESS
Dabur food process of selling starts from stockiest
CampFA dose not have any process to play in the process of selling of dabur
foods products They are just Clearing amp Forwarding Agents they store the
manufacturing products and then supply it to stockiest
Stockiest pay the money to dabur foods through demand draft
Stockiest further sells the products to retailers
Retailer finally sells the products to consumers
MARKETING HOW DABUR FOODS IS USING MIX
Product
Appearance Dabur tries to make its products appear very attractive
Quality Quality of the product is really unmatchable as it is tested number of
times and its products are processed using very advanced machinery and
technology
Packaging Dabur products packaging is done in such a way that its juices does
not get expired before 6 months inspite of perishable products
Brand Dabur itself is a very reputed and well known brand in the market and its
Real juice is also known all over India
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Warranty Dabur as such does not gives any warranty but if there is any problem
in its products before expiry then they replace the product
ServiceSupport Dabur foods provide full support to its stockiest retailers and
consumers what so ever the problem is
Price
List price Dabur decide its price according to its competitors and the price
structure is different for retailers and stockiest
Discounts There are different discounts for retailers stockiest and consumer from
time to time
Allowances Special allowances are gicen to stockiest sales man if he acives his
targets
Place
Channel members Channel members or business partners of dabur are its
stockiest retailers
Channel motivation Channel motivation for dabur is pull and push strategy
Market coverage Dabur Foods has a distribution network that covers 175 towns
and 75 thousand retail outlets making its product available to the consumers across
the country at ease
Locations Dabur foods try to cover or tries to place its products in each and every
shop and every location
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Promotion
Advertising Dabur products are advertised through television newspapers
magazine etc
Personal selling Dabur hardly do any personal selling except in tent shows and
road shows Same for less amp more for same
Media Media of promotion is TV Radio newspapers magazine
Budget Budget is Decided by finance team for different strategic business unit
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Critique of selling
In theory the purpose of selling is to help a customer realize his or her goals in an
economic fashion However in reality this is not always the case Customers can be influenced to purchase a product or service that initially was not of interest to
them Some salespeople are trained in the art of selling customers things they dont
need
Take for example the purchasing of a car a consumer may have a set of cars in
mind (called an evoked set) that she feels match her needs wants and budget She
may seek the advice of a salesperson given that a salesperson can help her realize
the right car given those criteria This can be a socially useful function salespeople
have specialized knowledge of products that can help consumers make an informed
decision However a salesperson may also talk a consumer into purchasing a more
expensive or perhaps larger car then she needs or can afford In this context the
salesperson may have usefully helped the customer re-evaluate her needs thereby
establishing a new set of appropriate choices among which included the newer orlarge car This again would be a helpful and useful service provided by the
salesperson However it is sometimes the case that customers purchase a product
or service that was not initially intended and remains an inappropriate purchase
after the fact On the other hand the consumer in this scenario can be held partially
responsible for the inappropriate purchase indeed A fool and his money are soon
parted (PT Barnum English proverbs)
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This dysfunctional behavior is encouraged by
Incentives of salespeople to increase their total number of sales especially where
retailers keep track of sales or offer commission-based salaries
Incentives from the manufactures of products or the companies of service
providers to salespeople to sell their products where other similar products
offered by competitors are offered
The incentive to sell a customer a product that is in need of being cleared
out despite the fact that a customer may be better to wait for the new
product
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Channel Of Distributions
Manufacturing Plant
Clearing and forwarding agent (different regions)
Stockist A Stockist B Stockist C
Retailers Retailers Retailers Retailers Retailers Retailers
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CONSUMERS
The above diagram it shows channel of distribution of dabur foods here first the products are manufactured and from Manufacturing plants the packed goods are
supplied to Clearing And Forwarding Agents(CampFA) and from here the goods are
then further supplied to number of Stockiest or Distributors from here goods
reaches to large number of Retailers and it is the duty of Stockiest to take orders
from retailers and then supply the goods to them this work is generally done by
stockiest salesman through ready stock or by taking orders first and then placing
the order From here the goods finally reaches to Customers Customer purchases
the product from retailers
This was the basic Channel of Distribution used by Dabur Foods now I will throw
light on each channel of distribution of Dabur Foods
Supply Chain Management
Supply chain management starts before physical distribution it involves procuring
the right inputs (raw materials components and capital equipment) converting
them into finished products and dispatching them to the final destinations The
supply chain perspective can help identify superior suppliers and distributors and
help them improve productivity which ultimately brings down the companyrsquos
costs
A broader view sees a company at the center of a value network that
includes its suppliers its immediate customers and their end customers The value
network includes valued relations with others such as university researchers
government approval agencies and so on
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MANUFACTURING PLANT
Dabur Foods has Number of products in its product line but its main area of
interest or the product on which they concentrate the most is Real Juice amp Coolers
Dabur has its manufacturing plant at Nepal and at Jaipur where juice is
manufactured and tested
PROCUREMENT amp TRANSPORT
Getting the raw material and packaging material requirement from the
production unit in charge
Constant updates on the procurement of materials and transport details
Production details and ingredient content information from the different personnel and coordinating this activity
PACKAGING
Approval and coordination of the supply of packaging material to the
production unit
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CLEARING AND FORWARDING AGENTA (CampFA)
From manufacturing plant the stock is transported or supplied to clearing
and forwarding agents
Clearing and Forwarding Agents is a third party and Dabur gives contract to
them so company has nothing to do in building the relationship with them
Here CampFA keep or stock the goods with them
They charge dabur for stocking the good and even dabur donrsquot mind doing
so as it is a measure of cost cutting as well as there is no need for gowdowns
and maintenance
For Ghazizbad Meerut Delhi NCR there is one CampFA whish is situated in
Mohan Nagar here all goods which dabur foods hare kept here
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STOCKIEST OR DISTRIBUTORS
Stockiest store the products in their godowns CampFA supplies the goods to
them as per their order
Stockiest has some sales men working under him they are known as
stockiest sales man Their work is to place the products in the market and
take order from retailers and then supply goods to them
Sales man either take ready stock with them or they first take orders and
then supply goods later on
There is a beat which is a schedule route of sales man means sales man has
to daily cover the route as mention in the beat
Merchandising making products visible pasting posters putting banners
and seeing that goods are properly placed in the retail outlets is also the duty
of stockiest sales man
Companiesrsquo sales officer keeps a check on the stockiest and monthly report
is also prepared which is further analyzed by ASM amp ZSM
In Noida Dabur has 1 stockist and in Ghaziabad 1
RETAILERS
Retailers are backbone of the company as they are the one who can take the
product on new heights or can bring it down to toes
Stockiest supplies goods to retailers and tries Persuading retailers to give the
brand special displays (using merchandising tools) to get affective brand
presence and arranging it in more noticeable manner
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Classification of outlets in different type of markets is different according to
their sales volume
TYPES OF RETAILS OUTLETS
Class Average Monthly Business
A Above 10000
B 5000-10000
C Upto 5000
Margin of retailers is always higher than stockiest
Retailers are the one who have direct contact with the customers
Dabur Foods has a distribution network that covers 175 towns and 75
thousand retail outlets making its product available to the consumers across
the country at ease
TYPES OF RETAIL MARKET
The retail market can be classified on the basis of magnitude of retail
SCATTERED MARKET
Lesser no of outlets and
Extensive outlets
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BLOCK MARKET
Large no of retail outlets in chunk
SUPER MARKET
Through their superior information logistical systems and buying power deliver
good service and immense volumes of products at attractive prices
CHAIN OUTLETS
Having more than one key outlet all across with a single control unit and central
purchasing strategy
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M PRODUCT LINE
Foods
Real
Real Activ
Hommade
Lemoneez
Capsico
Health Care
Baby Care
Dabur Lal Tail
Dabur Baby Olive Oil
Dabur Janma Ghunti
Health Supplements
Dabur Chyawanprash Dabur Glucose D
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Digestives
Hajmola Yumstick
Hajmola Mast Masala
Anardana
Hajmola
Hajmola Candy
Hajmola Candy Fun2
Pudin Hara (Liquid and Pearls)
Pudin Hara G
Dabur Hingoli
Natural Cures
Shilajit Gold
Nature Care Sat Isabgol
Shilajit
Ring Ring
Itch Care
Backaid
Shankha Pushpi Dabur Balm
Sarbyna Strong
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Personal Care
Hair Care Oil
Amla Hair Oil
Amla Lite Hair Oil
Vatika Hair Oil
Anmol Sarson Amla
Hair Care Shampoo
Anmol Silky Black Shampoo
Vatika Henna Conditioning Shampoo
Vatika AntiDandruff Shampoo
Anmol Natural Shine Shampoo
Oral Care
Dabur Red Gel
Dabur Red Toothpaste
Babool Toothpaste
Dabur Lal Dant Manjan
Dabur Binaca
Toothbrush
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Dabur Amongst Top Three Most
Respected FMCG Companies
Dabur Real Bags Gold In Readers
Digest Trusted Brand Awards
Dabur Figures In Top Great PlaceTo Work 2006 List
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Dabur has been ranked
amongst Indias Most
Innovative Companies by
a Business Today-Monitor
Group survey
Hajmola has been ranked
34th in Indiarsquos 100 Most
Valuable Brands list
Hajmola one of the
strongest brands in
Daburs portfolio
has been listed
among the Top 18
Iconic Brands in
India that have
stood the test oftime
Dabur Indiarsquos fruit juice
brand Reacuteal awarded the
Three Dabur brands --
Hajmola Dabur Amla and
Hajmola moves up
11 spots to take the
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Readerrsquos Digest Gold
Trusted Brand Award
2008 in the food amp
beverages category
Vatika -- have debuted in
the Economic Times
Brand Equitys Most
Trusted Brands 2008 list
Besides Dabur Foods has
climbed up to take the
40th spot
34th position
among Indias Top
100 Most Valuable
Brands of 2008
released by 4Ps and
ICMR
Dabur India Ltd has been ranked 28th in the list of Indias Top 50 Most
valuable (Company) Brands by Brand Finance
newu was voted the Most
Admired New Retail
Launch of the year at
Images Retail Awards
Dabur India CEO Mr
Sunil Duggal was named
Best Corporate Leader of
2008 at the BampE
Leadership and Excellence
Dabur India Ltd
was ranked the
Business Leader in
the FMCG -
Personal Care
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Awards Category at the
NDTV Profit
Business
Leadership Award
2008
Dabur India Ltd CEO Mr
Sunil Duggal has been
ranked among Indias
Most valueable CEOs by
Business World
Dabur India Ltd has been listed among the Super
100 of India Inc prepared by Business India
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Dedicated to the health and well being of every household
This is our company We accept personal responsibility and accountability to meet business needs
We all are leaders in our area of responsibility with a deep commitment to deliver results We are determined to be the best at doing what matters most
People are our most important asset We add value through result driven training and we encourage amp reward excellence
We have superior understanding of consumer needs and develop products to fulfill them better
We work together on the principle of mutual trust amp transparency in a boundary-less organisation We are intellectually honest in advocating proposals includingrecognizing risks
Continuous innovation in products amp processes is the basis of our success
We are committed to the achievement of business success with integrity We are honest with consumers with business partners and with each other
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INTRODUCTION OF DABUR CHYWANPRASH
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Dabur Chyawanprash the trusted name for your entire familys health
Dabur Chyawanprash has anti-oxidant properties amp strengthens your bodysinternal defense mechanism the immune system thereby protecting you fromeveryday infections cough cold amp stress etc
At a time when flu and viruses are everywhere your immunity system provides the best prevention from these deadly diseases Chyawanprash a time-tested age-
old formulation has a number of herbs like Amla known to be one of the bestantioxidants Giloy (Guduchi) known to have immuno modulatory properties andhas more than 40 other natural ingredients to boost immunity
Dabur Chyawanprash The Health Giver
Derived from 2500-year-old Ayurvedic formula
Totally chemical-free natural and safe Powerful combination of herbs and plant extracts in a
base of Amla fruit pulp Refined by Dabur to provide traditional goodness with best quality
Reinforces the immune system amp helps fight disease Trusted health provider of a majority of Indian households
Usage
Dabur Chyawanprash has a tangy sweet-sour taste and the consistency of jamIt can be taken directly or with milk and as bread spread In all cases itstherapeutic properties remain stable and active In winters have a glass ofwarm milk after having Chyawanprash In summers have a glass of cold milkafter having Chyawanprash
Dose
1-2 teaspoonful
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STP ANALYSIS OF DABUR CHYAWANPRASH
SEGMENTATION
Dabur Chyawanprash is the market leader in the Chyawanprash segment It
comes under the category of health supplements The segments that it considers
are growing kids competitive youth ever busy housewives and the aged
For the growing kids In todays competitive environment the children are under
high pressure to excel
For the competitive youth Modern life keeps the youth busy and demands them
to be active and efficient
For ever-busy housewives The homemaker needs to be fit in order to shoulder
all responsibilities
For the aged Old age weakens a person physically and mentally
After segmenting the population into these categories it aims to keep them fit
and healthy
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TARGETING
Traditionally chyawanprash was supposed to be a health supplement for the
aged and kids Dabur Chyawanprash (DCP) is now targeting adults housewives
youth and kids This it is trying to achieve through its promotion activities by
making Amitabh Bacchan and Vivek Oberoi do the endorsement act Amitabh
has been projected as a user of Chyawanprash attempting to establish the
relevance of DCP amongst the adults in todayrsquos demanding lifestyle Vivek who
represents an urban ambitious non-user with a mindset that Chyawanprash is not
for him meets his moment of truth when outperformed by a young
Chyawanprash user thus reaching out to kids His final conversion from a non-
user to a Chyawanprash user connects with the Youth These two ads compliment
each other and connect very well with the targeted consumers
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POSITIONING
Andar se strongrdquo Dabur chyawanprash has the tag line Andar se strongrdquo By
using a natural language instead of scientific language it is able to connect with
the consumers and is able to achieve a better positioning in the minds of the
Indian health conscious consumer A category like Chyawanprash for instance
needs to understand that in employing the category language it loses any chance
of expressing its own benefit distinctively
Holistic Health benefit of Ayurveda Dabur Chyawanprash helps in stimulating
immune system relieving stress improving stamina fighting aging through anti-
oxidant property improving lung function fighting respiratory infections amp
building resistance to disease The brand conveys this health conscious holistic
view of the product
Brand Trust Over 100 years of Daburrsquos experience in Ayurveda ensures selection
processing and quality control of right herbs along with scientific and clinical
studies ndash makes DCP a trustworthy offering for consumers Consumers view DCP
as a product by a trusted brand and therefore do not need to think twice beforemaking a purchasing decisio
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65
MARKETING MIX OF DABUR CHYAWANPRASH
Dabur Chyawanprash is the market leader in the chyawanprash segment and has
achieved this with its innovative product offering pricing strategy easy
availability and promotion campaigns In the marketing mix of Dabur we shall be
discussing the 4 Ps of marketing mix with respect to Dabur Chyawanprash The
mix shall be analyzed as followed
Product
Price
Place
Promotion
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Product Price Promotion Place
bull Product
Variety
bull Quality
bull Design
bull Features
bull Brand
Names
bull Services
bull List Price
bull Discount
bull Financing
Schemes
bull Credit Terms
bull Advertising amp
Promotion
bull Public Relations
bull Sponsorships
bull Internet
Marketing
bull Channels
bull Location
bull Inventory
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PRODUCT
Dabur Chyawanprash is the leader in the Chyawanprash category
and enjoys a market share of 61 per cent In 50s Dabur pioneered the
concept of branded Chyawanprash and since has invested heavily in
product development clinical studies and consumer awareness The
product is essentially a health supplement
Known as the ldquoelixir of liferdquo Chyawanprash has (clinically) proven benefits in
maintaining smooth body functioning The principal ingredient Amla (Indian
Gooseberry) acts as an anti-oxidant and immuno-stimulant Dabur Chyawanprash
helps in stimulating immune system relieving stress improving stamina fighting
aging through anti-oxidant property improving lung function fighting respiratory
infections amp building resistance to disease It is these properties that make Dabur
Chyawanprash a preferred choice for its users
Ingredients of Dabur Chyawanprash
Vishwast Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts
Special Vishwast fortified with additional health beneficial herbs like
Keshar Akarkara etc
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Packaging
n
The figure above shows the evolution of the packaging of Dabur Chyawanprash
Dabur continuously innovates the package and branding of its chayawanprash It
launched Dabur Chyawanprash first in 1949 in a tin pack and it was the first
branded Chyawanprash in India Later Dabur came out with its new packet of
Chyawanprash with Amitabh Bachchan as their brand ambassador It also
received ldquoBrand Relaunch of the Year ldquoaward from IMA
Available in
Dabur Chyawanprash is available in three sizes to cater to the needs of different
types of people
1 One kilogram pack
2 500 gram pack
3 250 gram pack
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PRICE
The pricing of Dabur chyawanprash is very competitive Dabur chyawanprash uses
second degree price discrimination ie more the quantity lower the price
1kg Rs19500
500gms Rs11000
250gms Rs 6200
PRICEQUALITY MATRIX
Pricerarr
Quality
darr
High Middle Low
High
Luxury
Segment
Ideal For
Penetration
DABUR
CHYAWANPRASH
Premiere
Offering
Middle
Overpriced Average Real
Bargain
Low
Make The Sale
and Run
Unhappy
Customers
Cheap
Goods
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70
PLACE
Dabur has a very wide distribution of its products through 16 million retail outlets
and 50 C amp F agents all over India who distribute products to the retailers Adistribution of C amp F agents and manufacturing locations is given below
Daburrsquos distribution network extends beyond India in the following countries as
well
Distribution Network
Central North amp South America
Australia
Asia
Middle East
North amp South Africa
East amp West Europe
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PROMOTION
The main form of promotional activities of Dabur chyawanprash are concentrated
towards advertising and it has neglible sales promotional activities
Advertising
Nothing can happen without establishing the brandrsquos heritage emphasizing
technological prowess explaining benefits and building bonds with prospective
buyers Ads are necessary because the images are still mouldable and fluid and
the consumerrsquos sophistication level is low Dabur chyawanprash is advertised on
print media as well as on television
The company has launched two ads one each with Amitabh and Vivek in
national electronic media followed by a series of print media campaign directed
towards creating awareness to educate people about the holistic benefits of
ChyawanprashThe ads have been created by McCann Ericsson and the company
would be spending close to Rs 10 crore in promotional campaign this year The
ads would also be translated in Bengali These advertisements are supposed to
target the old and the younger generation respectively
Thecompany has launched a new ad with MS Dhoni who is leader of Indian
cricket team
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SWOT ANALYSIS OF DABUR
STRENGTHS
Strong presence in well defined
niches( like value added Hair Oil and
Ayurveda specialities)
Core knowledge of Ayurveda as
competitive advantage
Strong Brand Image
Product Development Strength
Strong Distribution Network
Extensive Supply Chain
IT Initiatives
R amp D ndash a key strength
WEAKNESS
Seasonal Demand( like
chyawanprash in winter and Vatika not
in winter)
Low Penetration(Chyawanprash)
High price(Vatika)
Limited differentiation (Vatika)
Unbranded players account for
the 23rd of the total market(Vatika)
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OPPORTUNITIES
Untapped
Market(Chyawanprash)
Market Development
Export opportunities
Innovation
Increasing income level of the
middle class Creating additional consumption
pattern
THREATS
Existing Competition( like
Himani baidyanath and Zandu for
Dabur Chyawanprash and MaricoKeo
Karpin HLL and Bajaj for Vatika Hair Oil)
New Entrants
Threat from substitutes (like
Bryllcream for Vatika hair oil)
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OBJECTIVE OF THE STUDY
The major objective of the survey is to collect the data from outlets in the
specified areas where cold drinks are to be sold
To make an assessment of availability of several brands of dabur in
different packs and size in the specified areas
To make an assessment of market presence program of the dabur
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Research Methodology
Data collection
Sample unit
1) working people (including men amp women) amp housewife
2) college students
3) school students
4) senior citizens
5) Retailer
Sample size
1 working people amp housewife 30
2 college students 25
3 school students 20
4 senior citizens 15
5 Retailer 10
Sampling techniques
Judgmental sampling techniques used
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Sampling region
Sampling region will be DELHI in rural area
Data collection method
1 Primary data It will be collected with the help of a self administered
questionnaire
2 Secondary data it will be collected with the help of books research
papers magazines news papers journals internet etc
3
Research instruments
Questionnaire design
As the questionnaire is self administrated one the survey will be simple and user
friendly Words used in questionnaire will be readily understandable to all
respondent Also technical jargons will be avoided to ensure that there is no
confusion for respondents
Data Analysis - Data analysis will be done with the help of MS Excel and SPSS
Software
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DATA ANALYSIS
DABUR CHYAWANPRASH
1 AWARNESS LEVEL
I
NTERPRETATION-
According to serveyAll person are know the dabur100 person of dabur65
person kmow the Baidyanathamp Dabur 40 people of HimaniBaidyanath and
Dabur 60 person of ZanduHimaniBaidyanath and Dabur
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2 PREFERRED BRAND
INTERPRETATION-
According to servey60 person are preferred dabur product 15 person are
preferred Baidynath product 15 person are preferred Himani product 10 person
are preferred Zandu
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3SATISFACTION LEVEL
INTERPRETATION-
According to servey100 satisfaction level of dabur product 80 satisfaction level
of Baidynath product 80 satisfaction level of Himani product
60 satisfaction level of Zandu product
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4 REASONS FOR SELECTING A PARTICULAR BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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5HOW DID YOU COME TO KNOW ABOUT THIS BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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6 PREFERRED PACK SIZE
INTERPRETATION-
According to servey50 person are preferred 500gm product 30 person are
preferred 1kg product 20 person are preferred 250gm product
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8 REASON TO SELECT PREFERRED PACK SIZE
INTERPRETATION-
According to servey20 person are select product of itrsquos availability pack size
40 person are select product of itrsquos price pack size 25 person are select
product of itrsquos family pack size 15 person are select product of itrsquos storage
pack size
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9 FREQUENCY OF
PURCHASE
INTERPRETATION-
According to servey30 People are purchase product after one month 55
People are purchase product after two months 15 People are purchase
product after six months
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COMPETITOR ANALYSIS
The key competitorrsquos of Dabur in the Chyawanprash segment are Baidyanath
Zandu and Himani which together with Dabur have about 85 of Indias domestic
market
Dabur is Indias largest Ayurvedic medicine supplier and the fourth largest
producer of FMCG It was established in 1884 and had grown to a business level
in 2003 of about 650 million dollars per year though only a fraction of that is
involved with Ayurvedic medicine Dabur Chyawanprash (herbal honey) has a
market share of 61We have tried to analyse the competition for Dabur in the
Chyawanprash segment as follows
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The Himani Group
It founded in 1974 provides a diverse range of products doing 110 million dollars
of business annually though only a portion is involved with Ayurvedic products
through its Himani line the company is mainly involved with toiletries and
cosmetics but also provides Chyawanprash and other health productsIts market
share is 12
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CONCLUSIONS
The Chyawanprash Industry is yet to capture the beverage market in full swing Packed Chyawanprash
followed by Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts the market The consumerrsquos patriotic love for tea and coffee is unfared
Chyawanprash are yet to establish their supplement use in the average household here in lies the great
opportunities Within the market it is safe to conclude that dabur has hit off ratherwell with the
masses
dabur has clearly lost it head start advantage and thereby acquiring just 35 of the market share while
others enjoys rest of the market share This could be well attributed to dabor successful ATA
(Availability Taste and Affordability) marketing module the attributes most rated by the consumersLack of publicity has hampered the growth progress of the brand so aggressive advertising is needed to
promote Chyawanprash and vatika hair oil brand
The brands such as that of Chyawanprash by vednath Chyawanprash with its lsquosonacahndi lsquoMinute-
madersquo and also US food giantssDel Monte are ready to hit the Chyawanprash market very soon
As the strategies of the companies keeps on changing be it in Chyawanprash industry a company has
to create perceptions and cover them into realities It is an expensive proposition requiring huge
expenditure on advertising sponsorships and media Thus the ideal company will be the one which
combines the high end technology with consumer insight
As 16 of the excise duty is exempted on food products in this budget Many food companies including
Dabur got benefited from it On the analysis of survey it was found that target Market of Chyawanprash
want quality benefit rather then Price benefit so it is better to stress on quality rather than on
decreasing price to increase sales and profit
To increase market share Dabur should give slight price benefit on Dabur brand so that customers of
other Juice brand should switch from other brand to Dabur brand
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Findings
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey100 satisfaction level of dabur product 80 satisfaction level of
Baidynath product 80 satisfaction level of Himani product 60 satisfaction level of
Zandu product
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis According to servey50 person are preferred 500gm
product 30 person are preferred 1kg product 20 person are preferred 250gm
product
According to servey20 person are select product of itrsquos availability pack size 40
person are select product of itrsquos price pack size 25 person are select product of itrsquos
family pack size 15 person are select product of itrsquos storage pack size
According to servey30 People are purchase product after one month 55 People are
purchase product after two months 15 People are purchase product after six months
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LIMITATIONS
No study is free from limitations The limitations of this study can be
Sample size taken is small and may not be sufficient to predict theresults with 100 accuracy
The result is based on primary and secondary data that has itrsquos own limitations
The study only covers the area of Delhi that may not beapplicable to other areas
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RECOMMENDATIONS
Focus on growing core brands across categories
Reaching out to new geographies within Hapur area
Improve operational efficiencies by leveraging technology
Be the preferred company to meet the health and personal grooming needs of
our target consumers with safe efficacious natural solutions by synthesizing the
deep knowledge of ayurveda and herbs with modern science
Provide consumers with innovative products within easy reach
Vatika hair care centre On the lines of Maricorsquos Kaya Skin Clinic Dabur
could start a venture called Vatika hair care centre which would provide total hair
care solutions It could have hair care experts to solve hair problemsServices could
include dandruff treatment straightening of hair treatment for split endsetc
Position Dabur Chyawanprash as not more of a medicine but as something
which is necessary for health
More initiatives like ldquo Dabur ki Deewarrdquo to increase brand visibility It is an
initiative to occupy shelf space
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BIBLIOGRAPHY
Books
Marketing Management Twelfth Edition ndash Philip Kotler amp Kevin Lane Keller
Websites
wwwgooglecom
wwwdaburcom
wwwtutor2unet
wwwbrandchannelcom
The time of india
Forbs magazing
Hinustan time
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YES NO
7Which pack size do you prefer
YES NO
8On what parameters do you choose this pack size
YES NO
9 how do u increase the company position
YES NO
10 how you increase your company position in market agains other company
YES NO
![Page 14: Making by Th Harsh Pandit](https://reader033.vdocuments.mx/reader033/viewer/2022052406/577cd3191a28ab9e7896af7d/html5/thumbnails/14.jpg)
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14
Founding Thoughts
What is that li fe worth which cannot bri ng comfor t to others
The doorstep Daktar The story of Dabur began with a small
but visionary endeavour by Dr S K Burman a physician
tucked away in Bengal His mission was to provide effective
and affordable cure for ordinary people in far-flung villages
With missionary zeal and fervour Dr Burman undertook the
task of preparing natural cures for the killer diseases of those
days like cholera malaria and plague
Soon the news of his medicines traveled and he came
to be known as the trusted Daktar or Doctor who came
up with effective cures And that is how his venture Dabur got its name - derived
from the Devanagri rendition of Daktar Burman Dr Burman set up Dabur in 1884
to produce and dispense Ayurvedic medicines Reaching out to a wide mass of
people who had no access to proper treatment Dr S K Burmans commitment and
ceaseless efforts resulted in the company growing from a fledgling medicine
manufacturer in a small Calcutta house to a household name that at once evokes
trust and reliability
The mission continues
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15
PASSION FOR WINNING
We all are leaders in our area of responsibility with a deep
commitment to deliver results We are determined to be the bestat doing what matters most
Milestones to success
Dabur India Ltd made its beginnings with a small pharmacy but
has continued to learn and grow to a commanding status in the
industry The Company has gone a long way in popularising and
making easily available a whole range of products based on the
traditional science of Ayurveda And it has set very high
standards in developing products and processes that meet
stringent quality norms As it grows even further Dabur will
continue to mark up on major milestones along the way setting
the road for others to follow
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16
1884 - Established by Dr S K Burman at Kolkata
1896 - First production unit established at Garhia
1919 - First RampD unit established
Early 1900s - Production of Ayurvedic medicines
Dabur identifies nature-based Ayurvedic medicines as its area of specialisation
It is the first Company to provide health care through scientifically tested
and automated production of formulations based on our traditional science
1930 - Automation and upgradation of Ayurvedic products
manufacturing initiated
1936 - Dabur (Dr S K Burman) Pvt Ltd Incorporated
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 ancient restorative Chyawanprash is launched in packaged
form and becomes the first branded Chyawanprash in India
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17
1957 - Computerisation of operations initiated
1970 - Entered Oral Care amp 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 is made 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 completes 100 years
1988 - Launches pharmaceutical medicines
1989 - Care with fun
The Ayurvedic digestive formulation is converted into a childrens fun product
with the launch of Hajmola Candy In an innovative move a curative product
is converted to a confectionary item for wider usage
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18
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 Intaxel (Paclitaxel) Dabur
Research Foundation develops an eco-friendly process to extract the drug from
its plant source
1996 - Enters foods business with the launch of Real Fruit Juice
1996 - Real 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 1000 crore mark
Dabur establishes its market leadership status by staging a turnover of
Rs1000 crores Across a span of over a 100 years Dabur has grown from a
small beginning based on traditional health care To a commanding position
amongst an august league of large corporate businesses
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19
2001 - Super specialty drugs
With the setting up of Dabur Oncologys sterile cytotoxic facility the
Company gains entry into 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
2002 - Dabur record sales of Rs 116319 crore on a net profit of Rs 644
crore
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 this 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 ISO 9002
certification
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20
Science for nature
Reinforcing its commitment to nature and its conservation Dabur Nepal a
subsidiary of Dabur India has set up fully automated greenhouses in Nepal
This scientific landmark helps to produce saplings of rare medicinal plants
that are under threat of extinction due to ecological degradation
2005 - Dabur acquires Balsara
As part of its inorganic growth strategy Dabur India acquires Balsaras
Hygiene and Home products businesses a leading provider of Oral Care and
Household Care products in the Indian market in a Rs 143-crore all-cash
deal
2005 - Dabur announces bonus after 12 years
Dabur India announced issue of 11 Bonus share to the shareholders of the
company ie one share for every one share held The Board also proposed an
increase in the authorized share capital of the company from existing Rs 50
crore to Rs 125 crore
2006 - Dabur crosses $2 bin market cap adopts US GAAP
Dabur India crosses the $2-billion mark in market capitalisation The
company also adopted US GAAP in line with its commitment to follow
global best practices and adopt highest standards of transparency and
governance
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21
2006 - Approves FCCBGDRADR up to $200 million
Moving forward on the inorganic growth path Dabur India decides to raise up
to $200 million from the international market through Bonds FCCBs GDRADR QIPs or any other securitiesThe capital raised will be used to fund
Daburs aggressive growth ambitions and acquisition plans in India and
abroad
2007 - Celebrating 10 years 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 HampB 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 amp Beauty format
2007 - Dabur Foods Merged With Dabur India
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
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22
Dabur has an illustrious Board of Directors who are committed to take the
company onto newer levels of human endeavour in the service of mankind The
Board comprises of
Chairman
Vice-
Chairman
Dr Anand
Burman
Mr Amit Burman
Whole Time Directors
Mr PD Narang Mr Sunil
Duggal
Mr Pradip Burman
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23
Non Whole Time Promoters Directors
Mr Mohit Burman
Independent Directors
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24
His Highness
Maharaja
=Mr P N
Vijay
Mr R C
Bhargava
Dr S Narayan
Sunil DuggalChief Executive Officer
Dabur India Limited
Sunil Duggal took over as the Chief Executive Officer
of Dabur India Limited in June 2002 holding reins of the
organisation he joined in 1995
Mr Duggal started his career as a management trainee in
Wimco Limited in 1981 after getting his Engineering
Degree (Electrical amp Electronics) from BITS Pilani and
Business Management from IIM Calcutta His stint atWimco continued till 1994 with a break in between
when he joined Bennett
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25
Spanning a career of over 20 years Sunil Duggal has travelled widely across Indiaand handled diverse portfolios that have helped him understand the dynamics of
FMCG businesses and market trends He is well versed in the intricacies of Indias
regional diversities and consumer needs
Mr Duggal lives in Delhi with his wife and one child Whenever he gets a break
from his official responsibilities Mr Duggal likes to spend time at home with his
family and an occasional round of golf
Coleman amp Co Ltd for a short period In 1994 he moved to Pepsi Foods as GM
Sales Operation
In 1995 he came into the Dabur family as General Manager (Sales amp Marketing)
of the Family Products Division with products like Dabur Amla Lal Dant Manjan
and Vatika in his portfolio This Division spearheaded the spectacular growth
recorded by Dabur in this period Vatika was also launched during this period and
is now the Companys second biggest brand
With his dynamic spirit and leadership abilities he soon became Vice-President
and SBU-Head of the Family Products Division In July 2000 Mr Duggal was
appointed Director Sales and Marketing of Dabur India Limited And in 2002 he
became the CEO of the Company - a professional with valuable experience to
steer the company ahead in its growth plans
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Good corporate governance and transparency in actions of the management is key
to a strong bond of trust with the Companyrsquos stakeholders Dabur understands the
importance of good governance and has constantly avoided an arbitrary decision-
making process Our initiatives towards this end include
Professionalisation of the board
Lean and active Board(reduced from 16 to 10 members)
Less number of promoters on the Board
More professionals and independent Directors for better management
Governed through Board committees for Audit Remuneration Shareholder
Grievances Compensation and Nominations
Meets all Corporate Governance Code requirements of SEBI
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28
When our Founder Dr S K Burman first established Dabur he had a vision that
saw beyond the profit motive In his words What is that life worth which cannot
bring comfort to others This ideal of a humane and equitable society led to
initiatives taken to give back some part of what Dabur has gained from the
community
Our major initiatives in the Social sector include
Establishment of the Sustainable Development Society or Sundesh in 1993
- a non-profit organisation to promote research and welfare activities in rural
areas
Promoting health and hygiene amongst the underpriviledged through the
Chunni Lal Medical Trust and
Organising the Plant for Life programme for schoolchildren - to create
environmental awareness amongst young minds
Our commitment to Environment
Ancient wisdom of conservation
From times immemorial Indian sages and men of wisdom have understood and
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appreciated the value of nature and its conservation Our ancestors recognised
that if we grabbed from nature beyond what was healthy it would lead to all
round degradation and even the extinction of humanity That is why nature was
sanctified and worshipped in the form of gods and goddesses
Dabur upholds the tradition
Today we at Dabur also value natures bounty Without the fruits of nature the
vision of Dabur would never have been fulfilled And that is the reason for our
unfailing commitment to ecological conservation and regeneration We would like
to follow the principles of our ancient texts which say
Dehi me dadami te - you give me and I give you
Back to Nature
Rare herbs and medicinal plants are our most valuable resource from which all
our products are derived Due to overexploitation of these resources and
unsustainable practices these plants and herbs are fast reaching the point of
extinction In view of this critical situation Dabur has initiated some significant
programmes for ecological regeneration and protection of endangered plantsecies
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Plants for Life
We have set up the Plants for Life project in the mountainous regions of the
Himalayas Under the project a high-tech greenhouse facility has been set up for
developing saplings of rare and endangered medicinal plants Fully computer-
controlled and monitored this greenhouse maintains the highly critical
environmental parameters required for their survival We are also developing
quality saplings of more than 20 herbs 8 of them endangered through micro
propagation
In addition satellite nurseries spread across mountain villages and
contract cultivation of medicinal herbs helps in maintaining the ecological
balance These measures have also helped provide local cultivators the scientific
knowledge for harvesting herbs and a steady source of income So that they are
not forced to exploit the environment to earn a livelihood
Living a Green Heritage
These are significant steps that can contribute to a better world for coming
generations To whom we would like to bequeath a world not bereft of nature
But full of flowering and fruit bearing trees animals birds and humans living in
good health and complete harmony
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Kashambi Corporate Office
Corporate Office
Kaushambi
Ghaziabad - 201010
Uttar Pradesh India
Tel
+91 (0120) 3982000 (30 Lines)
+91 (0120) 3001000 (30 Lines)
Registered Office
83 Asaf Ali Road
ew Delhi ndash 110 002
Tel +91 (011) 23253488
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DABUR WORLD WIDE
Daburs mission of popularizing a natural lifestyle transcends national boundaries Today
there is global awareness of alternative medicine nature-based and holistic lifestyles and
an interest in herbal products Dabur has been in the forefront of popularizing this
alternative way of life marketing its products in more than 50 countries all over the
world
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Our products World Wide
We have spread ourselves wide and deep to be in close touch with our overseas
consumers
Offices and representatives in Europe America and Africa
A special herbal health care and personal care range successfully selling in
markets of the Middle East Far East and several European countries
Inroads into European and American markets that have good potential due to
resurgence of the back-to-nature movement
Export of Active Pharmaceutical Ingredients (APIs) manufactured under strict
international quality benchmarks to Europe Latin America Africa and other Asian
countries
Export of food and textile grade natural gums extracted from traditional plant
sources
Partnerships and Production
Strategic partnerships with leading multinational food and health care
companies to introduce innovations in products and services
Manufacturing facilities spread across 3 overseas locations to optimise
production by utilising local resources and the most modern technology available
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OVERVIEW OF FMCG SECTOR IN INDIA
The Indian FMCG sector is
the fourth largest sector
in the economy with a
total market size in excess
of US$ 131 billion It has
a strong MNC presence
and is characterised by a
well-established
distribution network
intense competition
between the organised and
unorganised segments and
low operational cost Availability of key raw materials cheaper labour costs and
presence across the entire value chain gives India a competitive advantageThe FMCG market is set to treble from US$ 116 billion in 2003 to US$ 334
billion in 2015 Penetration level as well as per capita consumption in most
product categories like jams toothpaste skin care hair wash etc in India is low
indicating the untapped market potential Burgeoning Indian population
particularly the middle class and the rural segments presents an opportunity to
makers of branded products to convert consumers to branded products Growth is
also likely to come from consumer upgrading in the matured product categories
With 200 million people expected to shift to processed and packaged food by
2010 India needs around US$ 28 billion of investment in the food-processing
industry
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India is one of the largest emerging markets with a population of over one billion
India is one of the largest economies in the world in terms of purchasing power
and has a strong middle class base of 300 millionAround 70 per cent of the total
households in India (188 million) resides in the rural areas The total number of
rural households are expected to rise from 135 million in 2001-02 to 153 million
in 2009-10 This presents the largest potential market in the world The annual
size of the rural FMCG market was estimated at around US$ 105 billion in 2001-
02 With growing incomes at both the rural and the urban level the market
potential is expected to expand further
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TMarketing Mi
Product Place
Target
Market
Price Promotion
The firm attempts to generate a positive response in the target market by blending
these four marketing mix variables in an optimal manner
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A Summary Table of the Marketing Mix
The following table summarizes the marketing mix decisions including a list of
some of the aspects of each of the 4Ps
Summary of Marketing Mix Decisions
Product Price Place Promotion
Functionality
Appearance
Quality
Packaging
Brand
Warranty
ServiceSuppor
t
List price
Discounts
Allowances
Financing
Leasing
options
Channel members
Channel
motivation
Market coverage
Locations
Logistics
Service levels
Advertising
Personal
selling
Public
relations
Message
Media
Budget
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DABUR FOODS SELLING PROCESS
Dabur food process of selling starts from stockiest
CampFA dose not have any process to play in the process of selling of dabur
foods products They are just Clearing amp Forwarding Agents they store the
manufacturing products and then supply it to stockiest
Stockiest pay the money to dabur foods through demand draft
Stockiest further sells the products to retailers
Retailer finally sells the products to consumers
MARKETING HOW DABUR FOODS IS USING MIX
Product
Appearance Dabur tries to make its products appear very attractive
Quality Quality of the product is really unmatchable as it is tested number of
times and its products are processed using very advanced machinery and
technology
Packaging Dabur products packaging is done in such a way that its juices does
not get expired before 6 months inspite of perishable products
Brand Dabur itself is a very reputed and well known brand in the market and its
Real juice is also known all over India
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Warranty Dabur as such does not gives any warranty but if there is any problem
in its products before expiry then they replace the product
ServiceSupport Dabur foods provide full support to its stockiest retailers and
consumers what so ever the problem is
Price
List price Dabur decide its price according to its competitors and the price
structure is different for retailers and stockiest
Discounts There are different discounts for retailers stockiest and consumer from
time to time
Allowances Special allowances are gicen to stockiest sales man if he acives his
targets
Place
Channel members Channel members or business partners of dabur are its
stockiest retailers
Channel motivation Channel motivation for dabur is pull and push strategy
Market coverage Dabur Foods has a distribution network that covers 175 towns
and 75 thousand retail outlets making its product available to the consumers across
the country at ease
Locations Dabur foods try to cover or tries to place its products in each and every
shop and every location
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Promotion
Advertising Dabur products are advertised through television newspapers
magazine etc
Personal selling Dabur hardly do any personal selling except in tent shows and
road shows Same for less amp more for same
Media Media of promotion is TV Radio newspapers magazine
Budget Budget is Decided by finance team for different strategic business unit
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Critique of selling
In theory the purpose of selling is to help a customer realize his or her goals in an
economic fashion However in reality this is not always the case Customers can be influenced to purchase a product or service that initially was not of interest to
them Some salespeople are trained in the art of selling customers things they dont
need
Take for example the purchasing of a car a consumer may have a set of cars in
mind (called an evoked set) that she feels match her needs wants and budget She
may seek the advice of a salesperson given that a salesperson can help her realize
the right car given those criteria This can be a socially useful function salespeople
have specialized knowledge of products that can help consumers make an informed
decision However a salesperson may also talk a consumer into purchasing a more
expensive or perhaps larger car then she needs or can afford In this context the
salesperson may have usefully helped the customer re-evaluate her needs thereby
establishing a new set of appropriate choices among which included the newer orlarge car This again would be a helpful and useful service provided by the
salesperson However it is sometimes the case that customers purchase a product
or service that was not initially intended and remains an inappropriate purchase
after the fact On the other hand the consumer in this scenario can be held partially
responsible for the inappropriate purchase indeed A fool and his money are soon
parted (PT Barnum English proverbs)
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This dysfunctional behavior is encouraged by
Incentives of salespeople to increase their total number of sales especially where
retailers keep track of sales or offer commission-based salaries
Incentives from the manufactures of products or the companies of service
providers to salespeople to sell their products where other similar products
offered by competitors are offered
The incentive to sell a customer a product that is in need of being cleared
out despite the fact that a customer may be better to wait for the new
product
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Channel Of Distributions
Manufacturing Plant
Clearing and forwarding agent (different regions)
Stockist A Stockist B Stockist C
Retailers Retailers Retailers Retailers Retailers Retailers
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CONSUMERS
The above diagram it shows channel of distribution of dabur foods here first the products are manufactured and from Manufacturing plants the packed goods are
supplied to Clearing And Forwarding Agents(CampFA) and from here the goods are
then further supplied to number of Stockiest or Distributors from here goods
reaches to large number of Retailers and it is the duty of Stockiest to take orders
from retailers and then supply the goods to them this work is generally done by
stockiest salesman through ready stock or by taking orders first and then placing
the order From here the goods finally reaches to Customers Customer purchases
the product from retailers
This was the basic Channel of Distribution used by Dabur Foods now I will throw
light on each channel of distribution of Dabur Foods
Supply Chain Management
Supply chain management starts before physical distribution it involves procuring
the right inputs (raw materials components and capital equipment) converting
them into finished products and dispatching them to the final destinations The
supply chain perspective can help identify superior suppliers and distributors and
help them improve productivity which ultimately brings down the companyrsquos
costs
A broader view sees a company at the center of a value network that
includes its suppliers its immediate customers and their end customers The value
network includes valued relations with others such as university researchers
government approval agencies and so on
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MANUFACTURING PLANT
Dabur Foods has Number of products in its product line but its main area of
interest or the product on which they concentrate the most is Real Juice amp Coolers
Dabur has its manufacturing plant at Nepal and at Jaipur where juice is
manufactured and tested
PROCUREMENT amp TRANSPORT
Getting the raw material and packaging material requirement from the
production unit in charge
Constant updates on the procurement of materials and transport details
Production details and ingredient content information from the different personnel and coordinating this activity
PACKAGING
Approval and coordination of the supply of packaging material to the
production unit
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CLEARING AND FORWARDING AGENTA (CampFA)
From manufacturing plant the stock is transported or supplied to clearing
and forwarding agents
Clearing and Forwarding Agents is a third party and Dabur gives contract to
them so company has nothing to do in building the relationship with them
Here CampFA keep or stock the goods with them
They charge dabur for stocking the good and even dabur donrsquot mind doing
so as it is a measure of cost cutting as well as there is no need for gowdowns
and maintenance
For Ghazizbad Meerut Delhi NCR there is one CampFA whish is situated in
Mohan Nagar here all goods which dabur foods hare kept here
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STOCKIEST OR DISTRIBUTORS
Stockiest store the products in their godowns CampFA supplies the goods to
them as per their order
Stockiest has some sales men working under him they are known as
stockiest sales man Their work is to place the products in the market and
take order from retailers and then supply goods to them
Sales man either take ready stock with them or they first take orders and
then supply goods later on
There is a beat which is a schedule route of sales man means sales man has
to daily cover the route as mention in the beat
Merchandising making products visible pasting posters putting banners
and seeing that goods are properly placed in the retail outlets is also the duty
of stockiest sales man
Companiesrsquo sales officer keeps a check on the stockiest and monthly report
is also prepared which is further analyzed by ASM amp ZSM
In Noida Dabur has 1 stockist and in Ghaziabad 1
RETAILERS
Retailers are backbone of the company as they are the one who can take the
product on new heights or can bring it down to toes
Stockiest supplies goods to retailers and tries Persuading retailers to give the
brand special displays (using merchandising tools) to get affective brand
presence and arranging it in more noticeable manner
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Classification of outlets in different type of markets is different according to
their sales volume
TYPES OF RETAILS OUTLETS
Class Average Monthly Business
A Above 10000
B 5000-10000
C Upto 5000
Margin of retailers is always higher than stockiest
Retailers are the one who have direct contact with the customers
Dabur Foods has a distribution network that covers 175 towns and 75
thousand retail outlets making its product available to the consumers across
the country at ease
TYPES OF RETAIL MARKET
The retail market can be classified on the basis of magnitude of retail
SCATTERED MARKET
Lesser no of outlets and
Extensive outlets
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BLOCK MARKET
Large no of retail outlets in chunk
SUPER MARKET
Through their superior information logistical systems and buying power deliver
good service and immense volumes of products at attractive prices
CHAIN OUTLETS
Having more than one key outlet all across with a single control unit and central
purchasing strategy
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M PRODUCT LINE
Foods
Real
Real Activ
Hommade
Lemoneez
Capsico
Health Care
Baby Care
Dabur Lal Tail
Dabur Baby Olive Oil
Dabur Janma Ghunti
Health Supplements
Dabur Chyawanprash Dabur Glucose D
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Digestives
Hajmola Yumstick
Hajmola Mast Masala
Anardana
Hajmola
Hajmola Candy
Hajmola Candy Fun2
Pudin Hara (Liquid and Pearls)
Pudin Hara G
Dabur Hingoli
Natural Cures
Shilajit Gold
Nature Care Sat Isabgol
Shilajit
Ring Ring
Itch Care
Backaid
Shankha Pushpi Dabur Balm
Sarbyna Strong
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Personal Care
Hair Care Oil
Amla Hair Oil
Amla Lite Hair Oil
Vatika Hair Oil
Anmol Sarson Amla
Hair Care Shampoo
Anmol Silky Black Shampoo
Vatika Henna Conditioning Shampoo
Vatika AntiDandruff Shampoo
Anmol Natural Shine Shampoo
Oral Care
Dabur Red Gel
Dabur Red Toothpaste
Babool Toothpaste
Dabur Lal Dant Manjan
Dabur Binaca
Toothbrush
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Dabur Amongst Top Three Most
Respected FMCG Companies
Dabur Real Bags Gold In Readers
Digest Trusted Brand Awards
Dabur Figures In Top Great PlaceTo Work 2006 List
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Dabur has been ranked
amongst Indias Most
Innovative Companies by
a Business Today-Monitor
Group survey
Hajmola has been ranked
34th in Indiarsquos 100 Most
Valuable Brands list
Hajmola one of the
strongest brands in
Daburs portfolio
has been listed
among the Top 18
Iconic Brands in
India that have
stood the test oftime
Dabur Indiarsquos fruit juice
brand Reacuteal awarded the
Three Dabur brands --
Hajmola Dabur Amla and
Hajmola moves up
11 spots to take the
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Readerrsquos Digest Gold
Trusted Brand Award
2008 in the food amp
beverages category
Vatika -- have debuted in
the Economic Times
Brand Equitys Most
Trusted Brands 2008 list
Besides Dabur Foods has
climbed up to take the
40th spot
34th position
among Indias Top
100 Most Valuable
Brands of 2008
released by 4Ps and
ICMR
Dabur India Ltd has been ranked 28th in the list of Indias Top 50 Most
valuable (Company) Brands by Brand Finance
newu was voted the Most
Admired New Retail
Launch of the year at
Images Retail Awards
Dabur India CEO Mr
Sunil Duggal was named
Best Corporate Leader of
2008 at the BampE
Leadership and Excellence
Dabur India Ltd
was ranked the
Business Leader in
the FMCG -
Personal Care
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Awards Category at the
NDTV Profit
Business
Leadership Award
2008
Dabur India Ltd CEO Mr
Sunil Duggal has been
ranked among Indias
Most valueable CEOs by
Business World
Dabur India Ltd has been listed among the Super
100 of India Inc prepared by Business India
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Dedicated to the health and well being of every household
This is our company We accept personal responsibility and accountability to meet business needs
We all are leaders in our area of responsibility with a deep commitment to deliver results We are determined to be the best at doing what matters most
People are our most important asset We add value through result driven training and we encourage amp reward excellence
We have superior understanding of consumer needs and develop products to fulfill them better
We work together on the principle of mutual trust amp transparency in a boundary-less organisation We are intellectually honest in advocating proposals includingrecognizing risks
Continuous innovation in products amp processes is the basis of our success
We are committed to the achievement of business success with integrity We are honest with consumers with business partners and with each other
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INTRODUCTION OF DABUR CHYWANPRASH
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Dabur Chyawanprash the trusted name for your entire familys health
Dabur Chyawanprash has anti-oxidant properties amp strengthens your bodysinternal defense mechanism the immune system thereby protecting you fromeveryday infections cough cold amp stress etc
At a time when flu and viruses are everywhere your immunity system provides the best prevention from these deadly diseases Chyawanprash a time-tested age-
old formulation has a number of herbs like Amla known to be one of the bestantioxidants Giloy (Guduchi) known to have immuno modulatory properties andhas more than 40 other natural ingredients to boost immunity
Dabur Chyawanprash The Health Giver
Derived from 2500-year-old Ayurvedic formula
Totally chemical-free natural and safe Powerful combination of herbs and plant extracts in a
base of Amla fruit pulp Refined by Dabur to provide traditional goodness with best quality
Reinforces the immune system amp helps fight disease Trusted health provider of a majority of Indian households
Usage
Dabur Chyawanprash has a tangy sweet-sour taste and the consistency of jamIt can be taken directly or with milk and as bread spread In all cases itstherapeutic properties remain stable and active In winters have a glass ofwarm milk after having Chyawanprash In summers have a glass of cold milkafter having Chyawanprash
Dose
1-2 teaspoonful
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STP ANALYSIS OF DABUR CHYAWANPRASH
SEGMENTATION
Dabur Chyawanprash is the market leader in the Chyawanprash segment It
comes under the category of health supplements The segments that it considers
are growing kids competitive youth ever busy housewives and the aged
For the growing kids In todays competitive environment the children are under
high pressure to excel
For the competitive youth Modern life keeps the youth busy and demands them
to be active and efficient
For ever-busy housewives The homemaker needs to be fit in order to shoulder
all responsibilities
For the aged Old age weakens a person physically and mentally
After segmenting the population into these categories it aims to keep them fit
and healthy
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TARGETING
Traditionally chyawanprash was supposed to be a health supplement for the
aged and kids Dabur Chyawanprash (DCP) is now targeting adults housewives
youth and kids This it is trying to achieve through its promotion activities by
making Amitabh Bacchan and Vivek Oberoi do the endorsement act Amitabh
has been projected as a user of Chyawanprash attempting to establish the
relevance of DCP amongst the adults in todayrsquos demanding lifestyle Vivek who
represents an urban ambitious non-user with a mindset that Chyawanprash is not
for him meets his moment of truth when outperformed by a young
Chyawanprash user thus reaching out to kids His final conversion from a non-
user to a Chyawanprash user connects with the Youth These two ads compliment
each other and connect very well with the targeted consumers
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POSITIONING
Andar se strongrdquo Dabur chyawanprash has the tag line Andar se strongrdquo By
using a natural language instead of scientific language it is able to connect with
the consumers and is able to achieve a better positioning in the minds of the
Indian health conscious consumer A category like Chyawanprash for instance
needs to understand that in employing the category language it loses any chance
of expressing its own benefit distinctively
Holistic Health benefit of Ayurveda Dabur Chyawanprash helps in stimulating
immune system relieving stress improving stamina fighting aging through anti-
oxidant property improving lung function fighting respiratory infections amp
building resistance to disease The brand conveys this health conscious holistic
view of the product
Brand Trust Over 100 years of Daburrsquos experience in Ayurveda ensures selection
processing and quality control of right herbs along with scientific and clinical
studies ndash makes DCP a trustworthy offering for consumers Consumers view DCP
as a product by a trusted brand and therefore do not need to think twice beforemaking a purchasing decisio
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MARKETING MIX OF DABUR CHYAWANPRASH
Dabur Chyawanprash is the market leader in the chyawanprash segment and has
achieved this with its innovative product offering pricing strategy easy
availability and promotion campaigns In the marketing mix of Dabur we shall be
discussing the 4 Ps of marketing mix with respect to Dabur Chyawanprash The
mix shall be analyzed as followed
Product
Price
Place
Promotion
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Product Price Promotion Place
bull Product
Variety
bull Quality
bull Design
bull Features
bull Brand
Names
bull Services
bull List Price
bull Discount
bull Financing
Schemes
bull Credit Terms
bull Advertising amp
Promotion
bull Public Relations
bull Sponsorships
bull Internet
Marketing
bull Channels
bull Location
bull Inventory
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PRODUCT
Dabur Chyawanprash is the leader in the Chyawanprash category
and enjoys a market share of 61 per cent In 50s Dabur pioneered the
concept of branded Chyawanprash and since has invested heavily in
product development clinical studies and consumer awareness The
product is essentially a health supplement
Known as the ldquoelixir of liferdquo Chyawanprash has (clinically) proven benefits in
maintaining smooth body functioning The principal ingredient Amla (Indian
Gooseberry) acts as an anti-oxidant and immuno-stimulant Dabur Chyawanprash
helps in stimulating immune system relieving stress improving stamina fighting
aging through anti-oxidant property improving lung function fighting respiratory
infections amp building resistance to disease It is these properties that make Dabur
Chyawanprash a preferred choice for its users
Ingredients of Dabur Chyawanprash
Vishwast Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts
Special Vishwast fortified with additional health beneficial herbs like
Keshar Akarkara etc
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Packaging
n
The figure above shows the evolution of the packaging of Dabur Chyawanprash
Dabur continuously innovates the package and branding of its chayawanprash It
launched Dabur Chyawanprash first in 1949 in a tin pack and it was the first
branded Chyawanprash in India Later Dabur came out with its new packet of
Chyawanprash with Amitabh Bachchan as their brand ambassador It also
received ldquoBrand Relaunch of the Year ldquoaward from IMA
Available in
Dabur Chyawanprash is available in three sizes to cater to the needs of different
types of people
1 One kilogram pack
2 500 gram pack
3 250 gram pack
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PRICE
The pricing of Dabur chyawanprash is very competitive Dabur chyawanprash uses
second degree price discrimination ie more the quantity lower the price
1kg Rs19500
500gms Rs11000
250gms Rs 6200
PRICEQUALITY MATRIX
Pricerarr
Quality
darr
High Middle Low
High
Luxury
Segment
Ideal For
Penetration
DABUR
CHYAWANPRASH
Premiere
Offering
Middle
Overpriced Average Real
Bargain
Low
Make The Sale
and Run
Unhappy
Customers
Cheap
Goods
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PLACE
Dabur has a very wide distribution of its products through 16 million retail outlets
and 50 C amp F agents all over India who distribute products to the retailers Adistribution of C amp F agents and manufacturing locations is given below
Daburrsquos distribution network extends beyond India in the following countries as
well
Distribution Network
Central North amp South America
Australia
Asia
Middle East
North amp South Africa
East amp West Europe
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PROMOTION
The main form of promotional activities of Dabur chyawanprash are concentrated
towards advertising and it has neglible sales promotional activities
Advertising
Nothing can happen without establishing the brandrsquos heritage emphasizing
technological prowess explaining benefits and building bonds with prospective
buyers Ads are necessary because the images are still mouldable and fluid and
the consumerrsquos sophistication level is low Dabur chyawanprash is advertised on
print media as well as on television
The company has launched two ads one each with Amitabh and Vivek in
national electronic media followed by a series of print media campaign directed
towards creating awareness to educate people about the holistic benefits of
ChyawanprashThe ads have been created by McCann Ericsson and the company
would be spending close to Rs 10 crore in promotional campaign this year The
ads would also be translated in Bengali These advertisements are supposed to
target the old and the younger generation respectively
Thecompany has launched a new ad with MS Dhoni who is leader of Indian
cricket team
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SWOT ANALYSIS OF DABUR
STRENGTHS
Strong presence in well defined
niches( like value added Hair Oil and
Ayurveda specialities)
Core knowledge of Ayurveda as
competitive advantage
Strong Brand Image
Product Development Strength
Strong Distribution Network
Extensive Supply Chain
IT Initiatives
R amp D ndash a key strength
WEAKNESS
Seasonal Demand( like
chyawanprash in winter and Vatika not
in winter)
Low Penetration(Chyawanprash)
High price(Vatika)
Limited differentiation (Vatika)
Unbranded players account for
the 23rd of the total market(Vatika)
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OPPORTUNITIES
Untapped
Market(Chyawanprash)
Market Development
Export opportunities
Innovation
Increasing income level of the
middle class Creating additional consumption
pattern
THREATS
Existing Competition( like
Himani baidyanath and Zandu for
Dabur Chyawanprash and MaricoKeo
Karpin HLL and Bajaj for Vatika Hair Oil)
New Entrants
Threat from substitutes (like
Bryllcream for Vatika hair oil)
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OBJECTIVE OF THE STUDY
The major objective of the survey is to collect the data from outlets in the
specified areas where cold drinks are to be sold
To make an assessment of availability of several brands of dabur in
different packs and size in the specified areas
To make an assessment of market presence program of the dabur
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Research Methodology
Data collection
Sample unit
1) working people (including men amp women) amp housewife
2) college students
3) school students
4) senior citizens
5) Retailer
Sample size
1 working people amp housewife 30
2 college students 25
3 school students 20
4 senior citizens 15
5 Retailer 10
Sampling techniques
Judgmental sampling techniques used
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Sampling region
Sampling region will be DELHI in rural area
Data collection method
1 Primary data It will be collected with the help of a self administered
questionnaire
2 Secondary data it will be collected with the help of books research
papers magazines news papers journals internet etc
3
Research instruments
Questionnaire design
As the questionnaire is self administrated one the survey will be simple and user
friendly Words used in questionnaire will be readily understandable to all
respondent Also technical jargons will be avoided to ensure that there is no
confusion for respondents
Data Analysis - Data analysis will be done with the help of MS Excel and SPSS
Software
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DATA ANALYSIS
DABUR CHYAWANPRASH
1 AWARNESS LEVEL
I
NTERPRETATION-
According to serveyAll person are know the dabur100 person of dabur65
person kmow the Baidyanathamp Dabur 40 people of HimaniBaidyanath and
Dabur 60 person of ZanduHimaniBaidyanath and Dabur
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2 PREFERRED BRAND
INTERPRETATION-
According to servey60 person are preferred dabur product 15 person are
preferred Baidynath product 15 person are preferred Himani product 10 person
are preferred Zandu
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3SATISFACTION LEVEL
INTERPRETATION-
According to servey100 satisfaction level of dabur product 80 satisfaction level
of Baidynath product 80 satisfaction level of Himani product
60 satisfaction level of Zandu product
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4 REASONS FOR SELECTING A PARTICULAR BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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5HOW DID YOU COME TO KNOW ABOUT THIS BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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6 PREFERRED PACK SIZE
INTERPRETATION-
According to servey50 person are preferred 500gm product 30 person are
preferred 1kg product 20 person are preferred 250gm product
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8 REASON TO SELECT PREFERRED PACK SIZE
INTERPRETATION-
According to servey20 person are select product of itrsquos availability pack size
40 person are select product of itrsquos price pack size 25 person are select
product of itrsquos family pack size 15 person are select product of itrsquos storage
pack size
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9 FREQUENCY OF
PURCHASE
INTERPRETATION-
According to servey30 People are purchase product after one month 55
People are purchase product after two months 15 People are purchase
product after six months
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COMPETITOR ANALYSIS
The key competitorrsquos of Dabur in the Chyawanprash segment are Baidyanath
Zandu and Himani which together with Dabur have about 85 of Indias domestic
market
Dabur is Indias largest Ayurvedic medicine supplier and the fourth largest
producer of FMCG It was established in 1884 and had grown to a business level
in 2003 of about 650 million dollars per year though only a fraction of that is
involved with Ayurvedic medicine Dabur Chyawanprash (herbal honey) has a
market share of 61We have tried to analyse the competition for Dabur in the
Chyawanprash segment as follows
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The Himani Group
It founded in 1974 provides a diverse range of products doing 110 million dollars
of business annually though only a portion is involved with Ayurvedic products
through its Himani line the company is mainly involved with toiletries and
cosmetics but also provides Chyawanprash and other health productsIts market
share is 12
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CONCLUSIONS
The Chyawanprash Industry is yet to capture the beverage market in full swing Packed Chyawanprash
followed by Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts the market The consumerrsquos patriotic love for tea and coffee is unfared
Chyawanprash are yet to establish their supplement use in the average household here in lies the great
opportunities Within the market it is safe to conclude that dabur has hit off ratherwell with the
masses
dabur has clearly lost it head start advantage and thereby acquiring just 35 of the market share while
others enjoys rest of the market share This could be well attributed to dabor successful ATA
(Availability Taste and Affordability) marketing module the attributes most rated by the consumersLack of publicity has hampered the growth progress of the brand so aggressive advertising is needed to
promote Chyawanprash and vatika hair oil brand
The brands such as that of Chyawanprash by vednath Chyawanprash with its lsquosonacahndi lsquoMinute-
madersquo and also US food giantssDel Monte are ready to hit the Chyawanprash market very soon
As the strategies of the companies keeps on changing be it in Chyawanprash industry a company has
to create perceptions and cover them into realities It is an expensive proposition requiring huge
expenditure on advertising sponsorships and media Thus the ideal company will be the one which
combines the high end technology with consumer insight
As 16 of the excise duty is exempted on food products in this budget Many food companies including
Dabur got benefited from it On the analysis of survey it was found that target Market of Chyawanprash
want quality benefit rather then Price benefit so it is better to stress on quality rather than on
decreasing price to increase sales and profit
To increase market share Dabur should give slight price benefit on Dabur brand so that customers of
other Juice brand should switch from other brand to Dabur brand
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Findings
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey100 satisfaction level of dabur product 80 satisfaction level of
Baidynath product 80 satisfaction level of Himani product 60 satisfaction level of
Zandu product
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis According to servey50 person are preferred 500gm
product 30 person are preferred 1kg product 20 person are preferred 250gm
product
According to servey20 person are select product of itrsquos availability pack size 40
person are select product of itrsquos price pack size 25 person are select product of itrsquos
family pack size 15 person are select product of itrsquos storage pack size
According to servey30 People are purchase product after one month 55 People are
purchase product after two months 15 People are purchase product after six months
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LIMITATIONS
No study is free from limitations The limitations of this study can be
Sample size taken is small and may not be sufficient to predict theresults with 100 accuracy
The result is based on primary and secondary data that has itrsquos own limitations
The study only covers the area of Delhi that may not beapplicable to other areas
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RECOMMENDATIONS
Focus on growing core brands across categories
Reaching out to new geographies within Hapur area
Improve operational efficiencies by leveraging technology
Be the preferred company to meet the health and personal grooming needs of
our target consumers with safe efficacious natural solutions by synthesizing the
deep knowledge of ayurveda and herbs with modern science
Provide consumers with innovative products within easy reach
Vatika hair care centre On the lines of Maricorsquos Kaya Skin Clinic Dabur
could start a venture called Vatika hair care centre which would provide total hair
care solutions It could have hair care experts to solve hair problemsServices could
include dandruff treatment straightening of hair treatment for split endsetc
Position Dabur Chyawanprash as not more of a medicine but as something
which is necessary for health
More initiatives like ldquo Dabur ki Deewarrdquo to increase brand visibility It is an
initiative to occupy shelf space
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BIBLIOGRAPHY
Books
Marketing Management Twelfth Edition ndash Philip Kotler amp Kevin Lane Keller
Websites
wwwgooglecom
wwwdaburcom
wwwtutor2unet
wwwbrandchannelcom
The time of india
Forbs magazing
Hinustan time
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YES NO
7Which pack size do you prefer
YES NO
8On what parameters do you choose this pack size
YES NO
9 how do u increase the company position
YES NO
10 how you increase your company position in market agains other company
YES NO
![Page 15: Making by Th Harsh Pandit](https://reader033.vdocuments.mx/reader033/viewer/2022052406/577cd3191a28ab9e7896af7d/html5/thumbnails/15.jpg)
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PASSION FOR WINNING
We all are leaders in our area of responsibility with a deep
commitment to deliver results We are determined to be the bestat doing what matters most
Milestones to success
Dabur India Ltd made its beginnings with a small pharmacy but
has continued to learn and grow to a commanding status in the
industry The Company has gone a long way in popularising and
making easily available a whole range of products based on the
traditional science of Ayurveda And it has set very high
standards in developing products and processes that meet
stringent quality norms As it grows even further Dabur will
continue to mark up on major milestones along the way setting
the road for others to follow
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16
1884 - Established by Dr S K Burman at Kolkata
1896 - First production unit established at Garhia
1919 - First RampD unit established
Early 1900s - Production of Ayurvedic medicines
Dabur identifies nature-based Ayurvedic medicines as its area of specialisation
It is the first Company to provide health care through scientifically tested
and automated production of formulations based on our traditional science
1930 - Automation and upgradation of Ayurvedic products
manufacturing initiated
1936 - Dabur (Dr S K Burman) Pvt Ltd Incorporated
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 ancient restorative Chyawanprash is launched in packaged
form and becomes the first branded Chyawanprash in India
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17
1957 - Computerisation of operations initiated
1970 - Entered Oral Care amp 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 is made 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 completes 100 years
1988 - Launches pharmaceutical medicines
1989 - Care with fun
The Ayurvedic digestive formulation is converted into a childrens fun product
with the launch of Hajmola Candy In an innovative move a curative product
is converted to a confectionary item for wider usage
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18
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 Intaxel (Paclitaxel) Dabur
Research Foundation develops an eco-friendly process to extract the drug from
its plant source
1996 - Enters foods business with the launch of Real Fruit Juice
1996 - Real 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 1000 crore mark
Dabur establishes its market leadership status by staging a turnover of
Rs1000 crores Across a span of over a 100 years Dabur has grown from a
small beginning based on traditional health care To a commanding position
amongst an august league of large corporate businesses
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19
2001 - Super specialty drugs
With the setting up of Dabur Oncologys sterile cytotoxic facility the
Company gains entry into 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
2002 - Dabur record sales of Rs 116319 crore on a net profit of Rs 644
crore
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 this 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 ISO 9002
certification
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Science for nature
Reinforcing its commitment to nature and its conservation Dabur Nepal a
subsidiary of Dabur India has set up fully automated greenhouses in Nepal
This scientific landmark helps to produce saplings of rare medicinal plants
that are under threat of extinction due to ecological degradation
2005 - Dabur acquires Balsara
As part of its inorganic growth strategy Dabur India acquires Balsaras
Hygiene and Home products businesses a leading provider of Oral Care and
Household Care products in the Indian market in a Rs 143-crore all-cash
deal
2005 - Dabur announces bonus after 12 years
Dabur India announced issue of 11 Bonus share to the shareholders of the
company ie one share for every one share held The Board also proposed an
increase in the authorized share capital of the company from existing Rs 50
crore to Rs 125 crore
2006 - Dabur crosses $2 bin market cap adopts US GAAP
Dabur India crosses the $2-billion mark in market capitalisation The
company also adopted US GAAP in line with its commitment to follow
global best practices and adopt highest standards of transparency and
governance
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2006 - Approves FCCBGDRADR up to $200 million
Moving forward on the inorganic growth path Dabur India decides to raise up
to $200 million from the international market through Bonds FCCBs GDRADR QIPs or any other securitiesThe capital raised will be used to fund
Daburs aggressive growth ambitions and acquisition plans in India and
abroad
2007 - Celebrating 10 years 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 HampB 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 amp Beauty format
2007 - Dabur Foods Merged With Dabur India
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
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Dabur has an illustrious Board of Directors who are committed to take the
company onto newer levels of human endeavour in the service of mankind The
Board comprises of
Chairman
Vice-
Chairman
Dr Anand
Burman
Mr Amit Burman
Whole Time Directors
Mr PD Narang Mr Sunil
Duggal
Mr Pradip Burman
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Non Whole Time Promoters Directors
Mr Mohit Burman
Independent Directors
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24
His Highness
Maharaja
=Mr P N
Vijay
Mr R C
Bhargava
Dr S Narayan
Sunil DuggalChief Executive Officer
Dabur India Limited
Sunil Duggal took over as the Chief Executive Officer
of Dabur India Limited in June 2002 holding reins of the
organisation he joined in 1995
Mr Duggal started his career as a management trainee in
Wimco Limited in 1981 after getting his Engineering
Degree (Electrical amp Electronics) from BITS Pilani and
Business Management from IIM Calcutta His stint atWimco continued till 1994 with a break in between
when he joined Bennett
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Spanning a career of over 20 years Sunil Duggal has travelled widely across Indiaand handled diverse portfolios that have helped him understand the dynamics of
FMCG businesses and market trends He is well versed in the intricacies of Indias
regional diversities and consumer needs
Mr Duggal lives in Delhi with his wife and one child Whenever he gets a break
from his official responsibilities Mr Duggal likes to spend time at home with his
family and an occasional round of golf
Coleman amp Co Ltd for a short period In 1994 he moved to Pepsi Foods as GM
Sales Operation
In 1995 he came into the Dabur family as General Manager (Sales amp Marketing)
of the Family Products Division with products like Dabur Amla Lal Dant Manjan
and Vatika in his portfolio This Division spearheaded the spectacular growth
recorded by Dabur in this period Vatika was also launched during this period and
is now the Companys second biggest brand
With his dynamic spirit and leadership abilities he soon became Vice-President
and SBU-Head of the Family Products Division In July 2000 Mr Duggal was
appointed Director Sales and Marketing of Dabur India Limited And in 2002 he
became the CEO of the Company - a professional with valuable experience to
steer the company ahead in its growth plans
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Good corporate governance and transparency in actions of the management is key
to a strong bond of trust with the Companyrsquos stakeholders Dabur understands the
importance of good governance and has constantly avoided an arbitrary decision-
making process Our initiatives towards this end include
Professionalisation of the board
Lean and active Board(reduced from 16 to 10 members)
Less number of promoters on the Board
More professionals and independent Directors for better management
Governed through Board committees for Audit Remuneration Shareholder
Grievances Compensation and Nominations
Meets all Corporate Governance Code requirements of SEBI
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When our Founder Dr S K Burman first established Dabur he had a vision that
saw beyond the profit motive In his words What is that life worth which cannot
bring comfort to others This ideal of a humane and equitable society led to
initiatives taken to give back some part of what Dabur has gained from the
community
Our major initiatives in the Social sector include
Establishment of the Sustainable Development Society or Sundesh in 1993
- a non-profit organisation to promote research and welfare activities in rural
areas
Promoting health and hygiene amongst the underpriviledged through the
Chunni Lal Medical Trust and
Organising the Plant for Life programme for schoolchildren - to create
environmental awareness amongst young minds
Our commitment to Environment
Ancient wisdom of conservation
From times immemorial Indian sages and men of wisdom have understood and
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29
appreciated the value of nature and its conservation Our ancestors recognised
that if we grabbed from nature beyond what was healthy it would lead to all
round degradation and even the extinction of humanity That is why nature was
sanctified and worshipped in the form of gods and goddesses
Dabur upholds the tradition
Today we at Dabur also value natures bounty Without the fruits of nature the
vision of Dabur would never have been fulfilled And that is the reason for our
unfailing commitment to ecological conservation and regeneration We would like
to follow the principles of our ancient texts which say
Dehi me dadami te - you give me and I give you
Back to Nature
Rare herbs and medicinal plants are our most valuable resource from which all
our products are derived Due to overexploitation of these resources and
unsustainable practices these plants and herbs are fast reaching the point of
extinction In view of this critical situation Dabur has initiated some significant
programmes for ecological regeneration and protection of endangered plantsecies
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30
Plants for Life
We have set up the Plants for Life project in the mountainous regions of the
Himalayas Under the project a high-tech greenhouse facility has been set up for
developing saplings of rare and endangered medicinal plants Fully computer-
controlled and monitored this greenhouse maintains the highly critical
environmental parameters required for their survival We are also developing
quality saplings of more than 20 herbs 8 of them endangered through micro
propagation
In addition satellite nurseries spread across mountain villages and
contract cultivation of medicinal herbs helps in maintaining the ecological
balance These measures have also helped provide local cultivators the scientific
knowledge for harvesting herbs and a steady source of income So that they are
not forced to exploit the environment to earn a livelihood
Living a Green Heritage
These are significant steps that can contribute to a better world for coming
generations To whom we would like to bequeath a world not bereft of nature
But full of flowering and fruit bearing trees animals birds and humans living in
good health and complete harmony
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31
Kashambi Corporate Office
Corporate Office
Kaushambi
Ghaziabad - 201010
Uttar Pradesh India
Tel
+91 (0120) 3982000 (30 Lines)
+91 (0120) 3001000 (30 Lines)
Registered Office
83 Asaf Ali Road
ew Delhi ndash 110 002
Tel +91 (011) 23253488
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DABUR WORLD WIDE
Daburs mission of popularizing a natural lifestyle transcends national boundaries Today
there is global awareness of alternative medicine nature-based and holistic lifestyles and
an interest in herbal products Dabur has been in the forefront of popularizing this
alternative way of life marketing its products in more than 50 countries all over the
world
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34
Our products World Wide
We have spread ourselves wide and deep to be in close touch with our overseas
consumers
Offices and representatives in Europe America and Africa
A special herbal health care and personal care range successfully selling in
markets of the Middle East Far East and several European countries
Inroads into European and American markets that have good potential due to
resurgence of the back-to-nature movement
Export of Active Pharmaceutical Ingredients (APIs) manufactured under strict
international quality benchmarks to Europe Latin America Africa and other Asian
countries
Export of food and textile grade natural gums extracted from traditional plant
sources
Partnerships and Production
Strategic partnerships with leading multinational food and health care
companies to introduce innovations in products and services
Manufacturing facilities spread across 3 overseas locations to optimise
production by utilising local resources and the most modern technology available
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35
OVERVIEW OF FMCG SECTOR IN INDIA
The Indian FMCG sector is
the fourth largest sector
in the economy with a
total market size in excess
of US$ 131 billion It has
a strong MNC presence
and is characterised by a
well-established
distribution network
intense competition
between the organised and
unorganised segments and
low operational cost Availability of key raw materials cheaper labour costs and
presence across the entire value chain gives India a competitive advantageThe FMCG market is set to treble from US$ 116 billion in 2003 to US$ 334
billion in 2015 Penetration level as well as per capita consumption in most
product categories like jams toothpaste skin care hair wash etc in India is low
indicating the untapped market potential Burgeoning Indian population
particularly the middle class and the rural segments presents an opportunity to
makers of branded products to convert consumers to branded products Growth is
also likely to come from consumer upgrading in the matured product categories
With 200 million people expected to shift to processed and packaged food by
2010 India needs around US$ 28 billion of investment in the food-processing
industry
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36
India is one of the largest emerging markets with a population of over one billion
India is one of the largest economies in the world in terms of purchasing power
and has a strong middle class base of 300 millionAround 70 per cent of the total
households in India (188 million) resides in the rural areas The total number of
rural households are expected to rise from 135 million in 2001-02 to 153 million
in 2009-10 This presents the largest potential market in the world The annual
size of the rural FMCG market was estimated at around US$ 105 billion in 2001-
02 With growing incomes at both the rural and the urban level the market
potential is expected to expand further
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37
TMarketing Mi
Product Place
Target
Market
Price Promotion
The firm attempts to generate a positive response in the target market by blending
these four marketing mix variables in an optimal manner
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38
A Summary Table of the Marketing Mix
The following table summarizes the marketing mix decisions including a list of
some of the aspects of each of the 4Ps
Summary of Marketing Mix Decisions
Product Price Place Promotion
Functionality
Appearance
Quality
Packaging
Brand
Warranty
ServiceSuppor
t
List price
Discounts
Allowances
Financing
Leasing
options
Channel members
Channel
motivation
Market coverage
Locations
Logistics
Service levels
Advertising
Personal
selling
Public
relations
Message
Media
Budget
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39
DABUR FOODS SELLING PROCESS
Dabur food process of selling starts from stockiest
CampFA dose not have any process to play in the process of selling of dabur
foods products They are just Clearing amp Forwarding Agents they store the
manufacturing products and then supply it to stockiest
Stockiest pay the money to dabur foods through demand draft
Stockiest further sells the products to retailers
Retailer finally sells the products to consumers
MARKETING HOW DABUR FOODS IS USING MIX
Product
Appearance Dabur tries to make its products appear very attractive
Quality Quality of the product is really unmatchable as it is tested number of
times and its products are processed using very advanced machinery and
technology
Packaging Dabur products packaging is done in such a way that its juices does
not get expired before 6 months inspite of perishable products
Brand Dabur itself is a very reputed and well known brand in the market and its
Real juice is also known all over India
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40
Warranty Dabur as such does not gives any warranty but if there is any problem
in its products before expiry then they replace the product
ServiceSupport Dabur foods provide full support to its stockiest retailers and
consumers what so ever the problem is
Price
List price Dabur decide its price according to its competitors and the price
structure is different for retailers and stockiest
Discounts There are different discounts for retailers stockiest and consumer from
time to time
Allowances Special allowances are gicen to stockiest sales man if he acives his
targets
Place
Channel members Channel members or business partners of dabur are its
stockiest retailers
Channel motivation Channel motivation for dabur is pull and push strategy
Market coverage Dabur Foods has a distribution network that covers 175 towns
and 75 thousand retail outlets making its product available to the consumers across
the country at ease
Locations Dabur foods try to cover or tries to place its products in each and every
shop and every location
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41
Promotion
Advertising Dabur products are advertised through television newspapers
magazine etc
Personal selling Dabur hardly do any personal selling except in tent shows and
road shows Same for less amp more for same
Media Media of promotion is TV Radio newspapers magazine
Budget Budget is Decided by finance team for different strategic business unit
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42
Critique of selling
In theory the purpose of selling is to help a customer realize his or her goals in an
economic fashion However in reality this is not always the case Customers can be influenced to purchase a product or service that initially was not of interest to
them Some salespeople are trained in the art of selling customers things they dont
need
Take for example the purchasing of a car a consumer may have a set of cars in
mind (called an evoked set) that she feels match her needs wants and budget She
may seek the advice of a salesperson given that a salesperson can help her realize
the right car given those criteria This can be a socially useful function salespeople
have specialized knowledge of products that can help consumers make an informed
decision However a salesperson may also talk a consumer into purchasing a more
expensive or perhaps larger car then she needs or can afford In this context the
salesperson may have usefully helped the customer re-evaluate her needs thereby
establishing a new set of appropriate choices among which included the newer orlarge car This again would be a helpful and useful service provided by the
salesperson However it is sometimes the case that customers purchase a product
or service that was not initially intended and remains an inappropriate purchase
after the fact On the other hand the consumer in this scenario can be held partially
responsible for the inappropriate purchase indeed A fool and his money are soon
parted (PT Barnum English proverbs)
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43
This dysfunctional behavior is encouraged by
Incentives of salespeople to increase their total number of sales especially where
retailers keep track of sales or offer commission-based salaries
Incentives from the manufactures of products or the companies of service
providers to salespeople to sell their products where other similar products
offered by competitors are offered
The incentive to sell a customer a product that is in need of being cleared
out despite the fact that a customer may be better to wait for the new
product
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44
Channel Of Distributions
Manufacturing Plant
Clearing and forwarding agent (different regions)
Stockist A Stockist B Stockist C
Retailers Retailers Retailers Retailers Retailers Retailers
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45
CONSUMERS
The above diagram it shows channel of distribution of dabur foods here first the products are manufactured and from Manufacturing plants the packed goods are
supplied to Clearing And Forwarding Agents(CampFA) and from here the goods are
then further supplied to number of Stockiest or Distributors from here goods
reaches to large number of Retailers and it is the duty of Stockiest to take orders
from retailers and then supply the goods to them this work is generally done by
stockiest salesman through ready stock or by taking orders first and then placing
the order From here the goods finally reaches to Customers Customer purchases
the product from retailers
This was the basic Channel of Distribution used by Dabur Foods now I will throw
light on each channel of distribution of Dabur Foods
Supply Chain Management
Supply chain management starts before physical distribution it involves procuring
the right inputs (raw materials components and capital equipment) converting
them into finished products and dispatching them to the final destinations The
supply chain perspective can help identify superior suppliers and distributors and
help them improve productivity which ultimately brings down the companyrsquos
costs
A broader view sees a company at the center of a value network that
includes its suppliers its immediate customers and their end customers The value
network includes valued relations with others such as university researchers
government approval agencies and so on
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46
MANUFACTURING PLANT
Dabur Foods has Number of products in its product line but its main area of
interest or the product on which they concentrate the most is Real Juice amp Coolers
Dabur has its manufacturing plant at Nepal and at Jaipur where juice is
manufactured and tested
PROCUREMENT amp TRANSPORT
Getting the raw material and packaging material requirement from the
production unit in charge
Constant updates on the procurement of materials and transport details
Production details and ingredient content information from the different personnel and coordinating this activity
PACKAGING
Approval and coordination of the supply of packaging material to the
production unit
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47
CLEARING AND FORWARDING AGENTA (CampFA)
From manufacturing plant the stock is transported or supplied to clearing
and forwarding agents
Clearing and Forwarding Agents is a third party and Dabur gives contract to
them so company has nothing to do in building the relationship with them
Here CampFA keep or stock the goods with them
They charge dabur for stocking the good and even dabur donrsquot mind doing
so as it is a measure of cost cutting as well as there is no need for gowdowns
and maintenance
For Ghazizbad Meerut Delhi NCR there is one CampFA whish is situated in
Mohan Nagar here all goods which dabur foods hare kept here
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48
STOCKIEST OR DISTRIBUTORS
Stockiest store the products in their godowns CampFA supplies the goods to
them as per their order
Stockiest has some sales men working under him they are known as
stockiest sales man Their work is to place the products in the market and
take order from retailers and then supply goods to them
Sales man either take ready stock with them or they first take orders and
then supply goods later on
There is a beat which is a schedule route of sales man means sales man has
to daily cover the route as mention in the beat
Merchandising making products visible pasting posters putting banners
and seeing that goods are properly placed in the retail outlets is also the duty
of stockiest sales man
Companiesrsquo sales officer keeps a check on the stockiest and monthly report
is also prepared which is further analyzed by ASM amp ZSM
In Noida Dabur has 1 stockist and in Ghaziabad 1
RETAILERS
Retailers are backbone of the company as they are the one who can take the
product on new heights or can bring it down to toes
Stockiest supplies goods to retailers and tries Persuading retailers to give the
brand special displays (using merchandising tools) to get affective brand
presence and arranging it in more noticeable manner
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49
Classification of outlets in different type of markets is different according to
their sales volume
TYPES OF RETAILS OUTLETS
Class Average Monthly Business
A Above 10000
B 5000-10000
C Upto 5000
Margin of retailers is always higher than stockiest
Retailers are the one who have direct contact with the customers
Dabur Foods has a distribution network that covers 175 towns and 75
thousand retail outlets making its product available to the consumers across
the country at ease
TYPES OF RETAIL MARKET
The retail market can be classified on the basis of magnitude of retail
SCATTERED MARKET
Lesser no of outlets and
Extensive outlets
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50
BLOCK MARKET
Large no of retail outlets in chunk
SUPER MARKET
Through their superior information logistical systems and buying power deliver
good service and immense volumes of products at attractive prices
CHAIN OUTLETS
Having more than one key outlet all across with a single control unit and central
purchasing strategy
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51
M PRODUCT LINE
Foods
Real
Real Activ
Hommade
Lemoneez
Capsico
Health Care
Baby Care
Dabur Lal Tail
Dabur Baby Olive Oil
Dabur Janma Ghunti
Health Supplements
Dabur Chyawanprash Dabur Glucose D
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Digestives
Hajmola Yumstick
Hajmola Mast Masala
Anardana
Hajmola
Hajmola Candy
Hajmola Candy Fun2
Pudin Hara (Liquid and Pearls)
Pudin Hara G
Dabur Hingoli
Natural Cures
Shilajit Gold
Nature Care Sat Isabgol
Shilajit
Ring Ring
Itch Care
Backaid
Shankha Pushpi Dabur Balm
Sarbyna Strong
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53
Personal Care
Hair Care Oil
Amla Hair Oil
Amla Lite Hair Oil
Vatika Hair Oil
Anmol Sarson Amla
Hair Care Shampoo
Anmol Silky Black Shampoo
Vatika Henna Conditioning Shampoo
Vatika AntiDandruff Shampoo
Anmol Natural Shine Shampoo
Oral Care
Dabur Red Gel
Dabur Red Toothpaste
Babool Toothpaste
Dabur Lal Dant Manjan
Dabur Binaca
Toothbrush
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55
Dabur Amongst Top Three Most
Respected FMCG Companies
Dabur Real Bags Gold In Readers
Digest Trusted Brand Awards
Dabur Figures In Top Great PlaceTo Work 2006 List
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56
Dabur has been ranked
amongst Indias Most
Innovative Companies by
a Business Today-Monitor
Group survey
Hajmola has been ranked
34th in Indiarsquos 100 Most
Valuable Brands list
Hajmola one of the
strongest brands in
Daburs portfolio
has been listed
among the Top 18
Iconic Brands in
India that have
stood the test oftime
Dabur Indiarsquos fruit juice
brand Reacuteal awarded the
Three Dabur brands --
Hajmola Dabur Amla and
Hajmola moves up
11 spots to take the
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57
Readerrsquos Digest Gold
Trusted Brand Award
2008 in the food amp
beverages category
Vatika -- have debuted in
the Economic Times
Brand Equitys Most
Trusted Brands 2008 list
Besides Dabur Foods has
climbed up to take the
40th spot
34th position
among Indias Top
100 Most Valuable
Brands of 2008
released by 4Ps and
ICMR
Dabur India Ltd has been ranked 28th in the list of Indias Top 50 Most
valuable (Company) Brands by Brand Finance
newu was voted the Most
Admired New Retail
Launch of the year at
Images Retail Awards
Dabur India CEO Mr
Sunil Duggal was named
Best Corporate Leader of
2008 at the BampE
Leadership and Excellence
Dabur India Ltd
was ranked the
Business Leader in
the FMCG -
Personal Care
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58
Awards Category at the
NDTV Profit
Business
Leadership Award
2008
Dabur India Ltd CEO Mr
Sunil Duggal has been
ranked among Indias
Most valueable CEOs by
Business World
Dabur India Ltd has been listed among the Super
100 of India Inc prepared by Business India
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59
Dedicated to the health and well being of every household
This is our company We accept personal responsibility and accountability to meet business needs
We all are leaders in our area of responsibility with a deep commitment to deliver results We are determined to be the best at doing what matters most
People are our most important asset We add value through result driven training and we encourage amp reward excellence
We have superior understanding of consumer needs and develop products to fulfill them better
We work together on the principle of mutual trust amp transparency in a boundary-less organisation We are intellectually honest in advocating proposals includingrecognizing risks
Continuous innovation in products amp processes is the basis of our success
We are committed to the achievement of business success with integrity We are honest with consumers with business partners and with each other
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INTRODUCTION OF DABUR CHYWANPRASH
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Dabur Chyawanprash the trusted name for your entire familys health
Dabur Chyawanprash has anti-oxidant properties amp strengthens your bodysinternal defense mechanism the immune system thereby protecting you fromeveryday infections cough cold amp stress etc
At a time when flu and viruses are everywhere your immunity system provides the best prevention from these deadly diseases Chyawanprash a time-tested age-
old formulation has a number of herbs like Amla known to be one of the bestantioxidants Giloy (Guduchi) known to have immuno modulatory properties andhas more than 40 other natural ingredients to boost immunity
Dabur Chyawanprash The Health Giver
Derived from 2500-year-old Ayurvedic formula
Totally chemical-free natural and safe Powerful combination of herbs and plant extracts in a
base of Amla fruit pulp Refined by Dabur to provide traditional goodness with best quality
Reinforces the immune system amp helps fight disease Trusted health provider of a majority of Indian households
Usage
Dabur Chyawanprash has a tangy sweet-sour taste and the consistency of jamIt can be taken directly or with milk and as bread spread In all cases itstherapeutic properties remain stable and active In winters have a glass ofwarm milk after having Chyawanprash In summers have a glass of cold milkafter having Chyawanprash
Dose
1-2 teaspoonful
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STP ANALYSIS OF DABUR CHYAWANPRASH
SEGMENTATION
Dabur Chyawanprash is the market leader in the Chyawanprash segment It
comes under the category of health supplements The segments that it considers
are growing kids competitive youth ever busy housewives and the aged
For the growing kids In todays competitive environment the children are under
high pressure to excel
For the competitive youth Modern life keeps the youth busy and demands them
to be active and efficient
For ever-busy housewives The homemaker needs to be fit in order to shoulder
all responsibilities
For the aged Old age weakens a person physically and mentally
After segmenting the population into these categories it aims to keep them fit
and healthy
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TARGETING
Traditionally chyawanprash was supposed to be a health supplement for the
aged and kids Dabur Chyawanprash (DCP) is now targeting adults housewives
youth and kids This it is trying to achieve through its promotion activities by
making Amitabh Bacchan and Vivek Oberoi do the endorsement act Amitabh
has been projected as a user of Chyawanprash attempting to establish the
relevance of DCP amongst the adults in todayrsquos demanding lifestyle Vivek who
represents an urban ambitious non-user with a mindset that Chyawanprash is not
for him meets his moment of truth when outperformed by a young
Chyawanprash user thus reaching out to kids His final conversion from a non-
user to a Chyawanprash user connects with the Youth These two ads compliment
each other and connect very well with the targeted consumers
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POSITIONING
Andar se strongrdquo Dabur chyawanprash has the tag line Andar se strongrdquo By
using a natural language instead of scientific language it is able to connect with
the consumers and is able to achieve a better positioning in the minds of the
Indian health conscious consumer A category like Chyawanprash for instance
needs to understand that in employing the category language it loses any chance
of expressing its own benefit distinctively
Holistic Health benefit of Ayurveda Dabur Chyawanprash helps in stimulating
immune system relieving stress improving stamina fighting aging through anti-
oxidant property improving lung function fighting respiratory infections amp
building resistance to disease The brand conveys this health conscious holistic
view of the product
Brand Trust Over 100 years of Daburrsquos experience in Ayurveda ensures selection
processing and quality control of right herbs along with scientific and clinical
studies ndash makes DCP a trustworthy offering for consumers Consumers view DCP
as a product by a trusted brand and therefore do not need to think twice beforemaking a purchasing decisio
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MARKETING MIX OF DABUR CHYAWANPRASH
Dabur Chyawanprash is the market leader in the chyawanprash segment and has
achieved this with its innovative product offering pricing strategy easy
availability and promotion campaigns In the marketing mix of Dabur we shall be
discussing the 4 Ps of marketing mix with respect to Dabur Chyawanprash The
mix shall be analyzed as followed
Product
Price
Place
Promotion
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Product Price Promotion Place
bull Product
Variety
bull Quality
bull Design
bull Features
bull Brand
Names
bull Services
bull List Price
bull Discount
bull Financing
Schemes
bull Credit Terms
bull Advertising amp
Promotion
bull Public Relations
bull Sponsorships
bull Internet
Marketing
bull Channels
bull Location
bull Inventory
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67
PRODUCT
Dabur Chyawanprash is the leader in the Chyawanprash category
and enjoys a market share of 61 per cent In 50s Dabur pioneered the
concept of branded Chyawanprash and since has invested heavily in
product development clinical studies and consumer awareness The
product is essentially a health supplement
Known as the ldquoelixir of liferdquo Chyawanprash has (clinically) proven benefits in
maintaining smooth body functioning The principal ingredient Amla (Indian
Gooseberry) acts as an anti-oxidant and immuno-stimulant Dabur Chyawanprash
helps in stimulating immune system relieving stress improving stamina fighting
aging through anti-oxidant property improving lung function fighting respiratory
infections amp building resistance to disease It is these properties that make Dabur
Chyawanprash a preferred choice for its users
Ingredients of Dabur Chyawanprash
Vishwast Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts
Special Vishwast fortified with additional health beneficial herbs like
Keshar Akarkara etc
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Packaging
n
The figure above shows the evolution of the packaging of Dabur Chyawanprash
Dabur continuously innovates the package and branding of its chayawanprash It
launched Dabur Chyawanprash first in 1949 in a tin pack and it was the first
branded Chyawanprash in India Later Dabur came out with its new packet of
Chyawanprash with Amitabh Bachchan as their brand ambassador It also
received ldquoBrand Relaunch of the Year ldquoaward from IMA
Available in
Dabur Chyawanprash is available in three sizes to cater to the needs of different
types of people
1 One kilogram pack
2 500 gram pack
3 250 gram pack
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PRICE
The pricing of Dabur chyawanprash is very competitive Dabur chyawanprash uses
second degree price discrimination ie more the quantity lower the price
1kg Rs19500
500gms Rs11000
250gms Rs 6200
PRICEQUALITY MATRIX
Pricerarr
Quality
darr
High Middle Low
High
Luxury
Segment
Ideal For
Penetration
DABUR
CHYAWANPRASH
Premiere
Offering
Middle
Overpriced Average Real
Bargain
Low
Make The Sale
and Run
Unhappy
Customers
Cheap
Goods
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70
PLACE
Dabur has a very wide distribution of its products through 16 million retail outlets
and 50 C amp F agents all over India who distribute products to the retailers Adistribution of C amp F agents and manufacturing locations is given below
Daburrsquos distribution network extends beyond India in the following countries as
well
Distribution Network
Central North amp South America
Australia
Asia
Middle East
North amp South Africa
East amp West Europe
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PROMOTION
The main form of promotional activities of Dabur chyawanprash are concentrated
towards advertising and it has neglible sales promotional activities
Advertising
Nothing can happen without establishing the brandrsquos heritage emphasizing
technological prowess explaining benefits and building bonds with prospective
buyers Ads are necessary because the images are still mouldable and fluid and
the consumerrsquos sophistication level is low Dabur chyawanprash is advertised on
print media as well as on television
The company has launched two ads one each with Amitabh and Vivek in
national electronic media followed by a series of print media campaign directed
towards creating awareness to educate people about the holistic benefits of
ChyawanprashThe ads have been created by McCann Ericsson and the company
would be spending close to Rs 10 crore in promotional campaign this year The
ads would also be translated in Bengali These advertisements are supposed to
target the old and the younger generation respectively
Thecompany has launched a new ad with MS Dhoni who is leader of Indian
cricket team
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72
SWOT ANALYSIS OF DABUR
STRENGTHS
Strong presence in well defined
niches( like value added Hair Oil and
Ayurveda specialities)
Core knowledge of Ayurveda as
competitive advantage
Strong Brand Image
Product Development Strength
Strong Distribution Network
Extensive Supply Chain
IT Initiatives
R amp D ndash a key strength
WEAKNESS
Seasonal Demand( like
chyawanprash in winter and Vatika not
in winter)
Low Penetration(Chyawanprash)
High price(Vatika)
Limited differentiation (Vatika)
Unbranded players account for
the 23rd of the total market(Vatika)
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OPPORTUNITIES
Untapped
Market(Chyawanprash)
Market Development
Export opportunities
Innovation
Increasing income level of the
middle class Creating additional consumption
pattern
THREATS
Existing Competition( like
Himani baidyanath and Zandu for
Dabur Chyawanprash and MaricoKeo
Karpin HLL and Bajaj for Vatika Hair Oil)
New Entrants
Threat from substitutes (like
Bryllcream for Vatika hair oil)
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74
OBJECTIVE OF THE STUDY
The major objective of the survey is to collect the data from outlets in the
specified areas where cold drinks are to be sold
To make an assessment of availability of several brands of dabur in
different packs and size in the specified areas
To make an assessment of market presence program of the dabur
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75
Research Methodology
Data collection
Sample unit
1) working people (including men amp women) amp housewife
2) college students
3) school students
4) senior citizens
5) Retailer
Sample size
1 working people amp housewife 30
2 college students 25
3 school students 20
4 senior citizens 15
5 Retailer 10
Sampling techniques
Judgmental sampling techniques used
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76
Sampling region
Sampling region will be DELHI in rural area
Data collection method
1 Primary data It will be collected with the help of a self administered
questionnaire
2 Secondary data it will be collected with the help of books research
papers magazines news papers journals internet etc
3
Research instruments
Questionnaire design
As the questionnaire is self administrated one the survey will be simple and user
friendly Words used in questionnaire will be readily understandable to all
respondent Also technical jargons will be avoided to ensure that there is no
confusion for respondents
Data Analysis - Data analysis will be done with the help of MS Excel and SPSS
Software
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DATA ANALYSIS
DABUR CHYAWANPRASH
1 AWARNESS LEVEL
I
NTERPRETATION-
According to serveyAll person are know the dabur100 person of dabur65
person kmow the Baidyanathamp Dabur 40 people of HimaniBaidyanath and
Dabur 60 person of ZanduHimaniBaidyanath and Dabur
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2 PREFERRED BRAND
INTERPRETATION-
According to servey60 person are preferred dabur product 15 person are
preferred Baidynath product 15 person are preferred Himani product 10 person
are preferred Zandu
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3SATISFACTION LEVEL
INTERPRETATION-
According to servey100 satisfaction level of dabur product 80 satisfaction level
of Baidynath product 80 satisfaction level of Himani product
60 satisfaction level of Zandu product
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4 REASONS FOR SELECTING A PARTICULAR BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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5HOW DID YOU COME TO KNOW ABOUT THIS BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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6 PREFERRED PACK SIZE
INTERPRETATION-
According to servey50 person are preferred 500gm product 30 person are
preferred 1kg product 20 person are preferred 250gm product
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8 REASON TO SELECT PREFERRED PACK SIZE
INTERPRETATION-
According to servey20 person are select product of itrsquos availability pack size
40 person are select product of itrsquos price pack size 25 person are select
product of itrsquos family pack size 15 person are select product of itrsquos storage
pack size
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9 FREQUENCY OF
PURCHASE
INTERPRETATION-
According to servey30 People are purchase product after one month 55
People are purchase product after two months 15 People are purchase
product after six months
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COMPETITOR ANALYSIS
The key competitorrsquos of Dabur in the Chyawanprash segment are Baidyanath
Zandu and Himani which together with Dabur have about 85 of Indias domestic
market
Dabur is Indias largest Ayurvedic medicine supplier and the fourth largest
producer of FMCG It was established in 1884 and had grown to a business level
in 2003 of about 650 million dollars per year though only a fraction of that is
involved with Ayurvedic medicine Dabur Chyawanprash (herbal honey) has a
market share of 61We have tried to analyse the competition for Dabur in the
Chyawanprash segment as follows
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The Himani Group
It founded in 1974 provides a diverse range of products doing 110 million dollars
of business annually though only a portion is involved with Ayurvedic products
through its Himani line the company is mainly involved with toiletries and
cosmetics but also provides Chyawanprash and other health productsIts market
share is 12
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CONCLUSIONS
The Chyawanprash Industry is yet to capture the beverage market in full swing Packed Chyawanprash
followed by Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts the market The consumerrsquos patriotic love for tea and coffee is unfared
Chyawanprash are yet to establish their supplement use in the average household here in lies the great
opportunities Within the market it is safe to conclude that dabur has hit off ratherwell with the
masses
dabur has clearly lost it head start advantage and thereby acquiring just 35 of the market share while
others enjoys rest of the market share This could be well attributed to dabor successful ATA
(Availability Taste and Affordability) marketing module the attributes most rated by the consumersLack of publicity has hampered the growth progress of the brand so aggressive advertising is needed to
promote Chyawanprash and vatika hair oil brand
The brands such as that of Chyawanprash by vednath Chyawanprash with its lsquosonacahndi lsquoMinute-
madersquo and also US food giantssDel Monte are ready to hit the Chyawanprash market very soon
As the strategies of the companies keeps on changing be it in Chyawanprash industry a company has
to create perceptions and cover them into realities It is an expensive proposition requiring huge
expenditure on advertising sponsorships and media Thus the ideal company will be the one which
combines the high end technology with consumer insight
As 16 of the excise duty is exempted on food products in this budget Many food companies including
Dabur got benefited from it On the analysis of survey it was found that target Market of Chyawanprash
want quality benefit rather then Price benefit so it is better to stress on quality rather than on
decreasing price to increase sales and profit
To increase market share Dabur should give slight price benefit on Dabur brand so that customers of
other Juice brand should switch from other brand to Dabur brand
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89
Findings
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey100 satisfaction level of dabur product 80 satisfaction level of
Baidynath product 80 satisfaction level of Himani product 60 satisfaction level of
Zandu product
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis According to servey50 person are preferred 500gm
product 30 person are preferred 1kg product 20 person are preferred 250gm
product
According to servey20 person are select product of itrsquos availability pack size 40
person are select product of itrsquos price pack size 25 person are select product of itrsquos
family pack size 15 person are select product of itrsquos storage pack size
According to servey30 People are purchase product after one month 55 People are
purchase product after two months 15 People are purchase product after six months
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LIMITATIONS
No study is free from limitations The limitations of this study can be
Sample size taken is small and may not be sufficient to predict theresults with 100 accuracy
The result is based on primary and secondary data that has itrsquos own limitations
The study only covers the area of Delhi that may not beapplicable to other areas
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RECOMMENDATIONS
Focus on growing core brands across categories
Reaching out to new geographies within Hapur area
Improve operational efficiencies by leveraging technology
Be the preferred company to meet the health and personal grooming needs of
our target consumers with safe efficacious natural solutions by synthesizing the
deep knowledge of ayurveda and herbs with modern science
Provide consumers with innovative products within easy reach
Vatika hair care centre On the lines of Maricorsquos Kaya Skin Clinic Dabur
could start a venture called Vatika hair care centre which would provide total hair
care solutions It could have hair care experts to solve hair problemsServices could
include dandruff treatment straightening of hair treatment for split endsetc
Position Dabur Chyawanprash as not more of a medicine but as something
which is necessary for health
More initiatives like ldquo Dabur ki Deewarrdquo to increase brand visibility It is an
initiative to occupy shelf space
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BIBLIOGRAPHY
Books
Marketing Management Twelfth Edition ndash Philip Kotler amp Kevin Lane Keller
Websites
wwwgooglecom
wwwdaburcom
wwwtutor2unet
wwwbrandchannelcom
The time of india
Forbs magazing
Hinustan time
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YES NO
7Which pack size do you prefer
YES NO
8On what parameters do you choose this pack size
YES NO
9 how do u increase the company position
YES NO
10 how you increase your company position in market agains other company
YES NO
![Page 16: Making by Th Harsh Pandit](https://reader033.vdocuments.mx/reader033/viewer/2022052406/577cd3191a28ab9e7896af7d/html5/thumbnails/16.jpg)
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16
1884 - Established by Dr S K Burman at Kolkata
1896 - First production unit established at Garhia
1919 - First RampD unit established
Early 1900s - Production of Ayurvedic medicines
Dabur identifies nature-based Ayurvedic medicines as its area of specialisation
It is the first Company to provide health care through scientifically tested
and automated production of formulations based on our traditional science
1930 - Automation and upgradation of Ayurvedic products
manufacturing initiated
1936 - Dabur (Dr S K Burman) Pvt Ltd Incorporated
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 ancient restorative Chyawanprash is launched in packaged
form and becomes the first branded Chyawanprash in India
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17
1957 - Computerisation of operations initiated
1970 - Entered Oral Care amp 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 is made 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 completes 100 years
1988 - Launches pharmaceutical medicines
1989 - Care with fun
The Ayurvedic digestive formulation is converted into a childrens fun product
with the launch of Hajmola Candy In an innovative move a curative product
is converted to a confectionary item for wider usage
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18
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 Intaxel (Paclitaxel) Dabur
Research Foundation develops an eco-friendly process to extract the drug from
its plant source
1996 - Enters foods business with the launch of Real Fruit Juice
1996 - Real 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 1000 crore mark
Dabur establishes its market leadership status by staging a turnover of
Rs1000 crores Across a span of over a 100 years Dabur has grown from a
small beginning based on traditional health care To a commanding position
amongst an august league of large corporate businesses
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19
2001 - Super specialty drugs
With the setting up of Dabur Oncologys sterile cytotoxic facility the
Company gains entry into 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
2002 - Dabur record sales of Rs 116319 crore on a net profit of Rs 644
crore
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 this 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 ISO 9002
certification
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20
Science for nature
Reinforcing its commitment to nature and its conservation Dabur Nepal a
subsidiary of Dabur India has set up fully automated greenhouses in Nepal
This scientific landmark helps to produce saplings of rare medicinal plants
that are under threat of extinction due to ecological degradation
2005 - Dabur acquires Balsara
As part of its inorganic growth strategy Dabur India acquires Balsaras
Hygiene and Home products businesses a leading provider of Oral Care and
Household Care products in the Indian market in a Rs 143-crore all-cash
deal
2005 - Dabur announces bonus after 12 years
Dabur India announced issue of 11 Bonus share to the shareholders of the
company ie one share for every one share held The Board also proposed an
increase in the authorized share capital of the company from existing Rs 50
crore to Rs 125 crore
2006 - Dabur crosses $2 bin market cap adopts US GAAP
Dabur India crosses the $2-billion mark in market capitalisation The
company also adopted US GAAP in line with its commitment to follow
global best practices and adopt highest standards of transparency and
governance
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2006 - Approves FCCBGDRADR up to $200 million
Moving forward on the inorganic growth path Dabur India decides to raise up
to $200 million from the international market through Bonds FCCBs GDRADR QIPs or any other securitiesThe capital raised will be used to fund
Daburs aggressive growth ambitions and acquisition plans in India and
abroad
2007 - Celebrating 10 years 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 HampB 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 amp Beauty format
2007 - Dabur Foods Merged With Dabur India
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
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Dabur has an illustrious Board of Directors who are committed to take the
company onto newer levels of human endeavour in the service of mankind The
Board comprises of
Chairman
Vice-
Chairman
Dr Anand
Burman
Mr Amit Burman
Whole Time Directors
Mr PD Narang Mr Sunil
Duggal
Mr Pradip Burman
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23
Non Whole Time Promoters Directors
Mr Mohit Burman
Independent Directors
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24
His Highness
Maharaja
=Mr P N
Vijay
Mr R C
Bhargava
Dr S Narayan
Sunil DuggalChief Executive Officer
Dabur India Limited
Sunil Duggal took over as the Chief Executive Officer
of Dabur India Limited in June 2002 holding reins of the
organisation he joined in 1995
Mr Duggal started his career as a management trainee in
Wimco Limited in 1981 after getting his Engineering
Degree (Electrical amp Electronics) from BITS Pilani and
Business Management from IIM Calcutta His stint atWimco continued till 1994 with a break in between
when he joined Bennett
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Spanning a career of over 20 years Sunil Duggal has travelled widely across Indiaand handled diverse portfolios that have helped him understand the dynamics of
FMCG businesses and market trends He is well versed in the intricacies of Indias
regional diversities and consumer needs
Mr Duggal lives in Delhi with his wife and one child Whenever he gets a break
from his official responsibilities Mr Duggal likes to spend time at home with his
family and an occasional round of golf
Coleman amp Co Ltd for a short period In 1994 he moved to Pepsi Foods as GM
Sales Operation
In 1995 he came into the Dabur family as General Manager (Sales amp Marketing)
of the Family Products Division with products like Dabur Amla Lal Dant Manjan
and Vatika in his portfolio This Division spearheaded the spectacular growth
recorded by Dabur in this period Vatika was also launched during this period and
is now the Companys second biggest brand
With his dynamic spirit and leadership abilities he soon became Vice-President
and SBU-Head of the Family Products Division In July 2000 Mr Duggal was
appointed Director Sales and Marketing of Dabur India Limited And in 2002 he
became the CEO of the Company - a professional with valuable experience to
steer the company ahead in its growth plans
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27
Good corporate governance and transparency in actions of the management is key
to a strong bond of trust with the Companyrsquos stakeholders Dabur understands the
importance of good governance and has constantly avoided an arbitrary decision-
making process Our initiatives towards this end include
Professionalisation of the board
Lean and active Board(reduced from 16 to 10 members)
Less number of promoters on the Board
More professionals and independent Directors for better management
Governed through Board committees for Audit Remuneration Shareholder
Grievances Compensation and Nominations
Meets all Corporate Governance Code requirements of SEBI
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28
When our Founder Dr S K Burman first established Dabur he had a vision that
saw beyond the profit motive In his words What is that life worth which cannot
bring comfort to others This ideal of a humane and equitable society led to
initiatives taken to give back some part of what Dabur has gained from the
community
Our major initiatives in the Social sector include
Establishment of the Sustainable Development Society or Sundesh in 1993
- a non-profit organisation to promote research and welfare activities in rural
areas
Promoting health and hygiene amongst the underpriviledged through the
Chunni Lal Medical Trust and
Organising the Plant for Life programme for schoolchildren - to create
environmental awareness amongst young minds
Our commitment to Environment
Ancient wisdom of conservation
From times immemorial Indian sages and men of wisdom have understood and
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29
appreciated the value of nature and its conservation Our ancestors recognised
that if we grabbed from nature beyond what was healthy it would lead to all
round degradation and even the extinction of humanity That is why nature was
sanctified and worshipped in the form of gods and goddesses
Dabur upholds the tradition
Today we at Dabur also value natures bounty Without the fruits of nature the
vision of Dabur would never have been fulfilled And that is the reason for our
unfailing commitment to ecological conservation and regeneration We would like
to follow the principles of our ancient texts which say
Dehi me dadami te - you give me and I give you
Back to Nature
Rare herbs and medicinal plants are our most valuable resource from which all
our products are derived Due to overexploitation of these resources and
unsustainable practices these plants and herbs are fast reaching the point of
extinction In view of this critical situation Dabur has initiated some significant
programmes for ecological regeneration and protection of endangered plantsecies
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30
Plants for Life
We have set up the Plants for Life project in the mountainous regions of the
Himalayas Under the project a high-tech greenhouse facility has been set up for
developing saplings of rare and endangered medicinal plants Fully computer-
controlled and monitored this greenhouse maintains the highly critical
environmental parameters required for their survival We are also developing
quality saplings of more than 20 herbs 8 of them endangered through micro
propagation
In addition satellite nurseries spread across mountain villages and
contract cultivation of medicinal herbs helps in maintaining the ecological
balance These measures have also helped provide local cultivators the scientific
knowledge for harvesting herbs and a steady source of income So that they are
not forced to exploit the environment to earn a livelihood
Living a Green Heritage
These are significant steps that can contribute to a better world for coming
generations To whom we would like to bequeath a world not bereft of nature
But full of flowering and fruit bearing trees animals birds and humans living in
good health and complete harmony
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Kashambi Corporate Office
Corporate Office
Kaushambi
Ghaziabad - 201010
Uttar Pradesh India
Tel
+91 (0120) 3982000 (30 Lines)
+91 (0120) 3001000 (30 Lines)
Registered Office
83 Asaf Ali Road
ew Delhi ndash 110 002
Tel +91 (011) 23253488
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DABUR WORLD WIDE
Daburs mission of popularizing a natural lifestyle transcends national boundaries Today
there is global awareness of alternative medicine nature-based and holistic lifestyles and
an interest in herbal products Dabur has been in the forefront of popularizing this
alternative way of life marketing its products in more than 50 countries all over the
world
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Our products World Wide
We have spread ourselves wide and deep to be in close touch with our overseas
consumers
Offices and representatives in Europe America and Africa
A special herbal health care and personal care range successfully selling in
markets of the Middle East Far East and several European countries
Inroads into European and American markets that have good potential due to
resurgence of the back-to-nature movement
Export of Active Pharmaceutical Ingredients (APIs) manufactured under strict
international quality benchmarks to Europe Latin America Africa and other Asian
countries
Export of food and textile grade natural gums extracted from traditional plant
sources
Partnerships and Production
Strategic partnerships with leading multinational food and health care
companies to introduce innovations in products and services
Manufacturing facilities spread across 3 overseas locations to optimise
production by utilising local resources and the most modern technology available
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OVERVIEW OF FMCG SECTOR IN INDIA
The Indian FMCG sector is
the fourth largest sector
in the economy with a
total market size in excess
of US$ 131 billion It has
a strong MNC presence
and is characterised by a
well-established
distribution network
intense competition
between the organised and
unorganised segments and
low operational cost Availability of key raw materials cheaper labour costs and
presence across the entire value chain gives India a competitive advantageThe FMCG market is set to treble from US$ 116 billion in 2003 to US$ 334
billion in 2015 Penetration level as well as per capita consumption in most
product categories like jams toothpaste skin care hair wash etc in India is low
indicating the untapped market potential Burgeoning Indian population
particularly the middle class and the rural segments presents an opportunity to
makers of branded products to convert consumers to branded products Growth is
also likely to come from consumer upgrading in the matured product categories
With 200 million people expected to shift to processed and packaged food by
2010 India needs around US$ 28 billion of investment in the food-processing
industry
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36
India is one of the largest emerging markets with a population of over one billion
India is one of the largest economies in the world in terms of purchasing power
and has a strong middle class base of 300 millionAround 70 per cent of the total
households in India (188 million) resides in the rural areas The total number of
rural households are expected to rise from 135 million in 2001-02 to 153 million
in 2009-10 This presents the largest potential market in the world The annual
size of the rural FMCG market was estimated at around US$ 105 billion in 2001-
02 With growing incomes at both the rural and the urban level the market
potential is expected to expand further
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37
TMarketing Mi
Product Place
Target
Market
Price Promotion
The firm attempts to generate a positive response in the target market by blending
these four marketing mix variables in an optimal manner
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38
A Summary Table of the Marketing Mix
The following table summarizes the marketing mix decisions including a list of
some of the aspects of each of the 4Ps
Summary of Marketing Mix Decisions
Product Price Place Promotion
Functionality
Appearance
Quality
Packaging
Brand
Warranty
ServiceSuppor
t
List price
Discounts
Allowances
Financing
Leasing
options
Channel members
Channel
motivation
Market coverage
Locations
Logistics
Service levels
Advertising
Personal
selling
Public
relations
Message
Media
Budget
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39
DABUR FOODS SELLING PROCESS
Dabur food process of selling starts from stockiest
CampFA dose not have any process to play in the process of selling of dabur
foods products They are just Clearing amp Forwarding Agents they store the
manufacturing products and then supply it to stockiest
Stockiest pay the money to dabur foods through demand draft
Stockiest further sells the products to retailers
Retailer finally sells the products to consumers
MARKETING HOW DABUR FOODS IS USING MIX
Product
Appearance Dabur tries to make its products appear very attractive
Quality Quality of the product is really unmatchable as it is tested number of
times and its products are processed using very advanced machinery and
technology
Packaging Dabur products packaging is done in such a way that its juices does
not get expired before 6 months inspite of perishable products
Brand Dabur itself is a very reputed and well known brand in the market and its
Real juice is also known all over India
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40
Warranty Dabur as such does not gives any warranty but if there is any problem
in its products before expiry then they replace the product
ServiceSupport Dabur foods provide full support to its stockiest retailers and
consumers what so ever the problem is
Price
List price Dabur decide its price according to its competitors and the price
structure is different for retailers and stockiest
Discounts There are different discounts for retailers stockiest and consumer from
time to time
Allowances Special allowances are gicen to stockiest sales man if he acives his
targets
Place
Channel members Channel members or business partners of dabur are its
stockiest retailers
Channel motivation Channel motivation for dabur is pull and push strategy
Market coverage Dabur Foods has a distribution network that covers 175 towns
and 75 thousand retail outlets making its product available to the consumers across
the country at ease
Locations Dabur foods try to cover or tries to place its products in each and every
shop and every location
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41
Promotion
Advertising Dabur products are advertised through television newspapers
magazine etc
Personal selling Dabur hardly do any personal selling except in tent shows and
road shows Same for less amp more for same
Media Media of promotion is TV Radio newspapers magazine
Budget Budget is Decided by finance team for different strategic business unit
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Critique of selling
In theory the purpose of selling is to help a customer realize his or her goals in an
economic fashion However in reality this is not always the case Customers can be influenced to purchase a product or service that initially was not of interest to
them Some salespeople are trained in the art of selling customers things they dont
need
Take for example the purchasing of a car a consumer may have a set of cars in
mind (called an evoked set) that she feels match her needs wants and budget She
may seek the advice of a salesperson given that a salesperson can help her realize
the right car given those criteria This can be a socially useful function salespeople
have specialized knowledge of products that can help consumers make an informed
decision However a salesperson may also talk a consumer into purchasing a more
expensive or perhaps larger car then she needs or can afford In this context the
salesperson may have usefully helped the customer re-evaluate her needs thereby
establishing a new set of appropriate choices among which included the newer orlarge car This again would be a helpful and useful service provided by the
salesperson However it is sometimes the case that customers purchase a product
or service that was not initially intended and remains an inappropriate purchase
after the fact On the other hand the consumer in this scenario can be held partially
responsible for the inappropriate purchase indeed A fool and his money are soon
parted (PT Barnum English proverbs)
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43
This dysfunctional behavior is encouraged by
Incentives of salespeople to increase their total number of sales especially where
retailers keep track of sales or offer commission-based salaries
Incentives from the manufactures of products or the companies of service
providers to salespeople to sell their products where other similar products
offered by competitors are offered
The incentive to sell a customer a product that is in need of being cleared
out despite the fact that a customer may be better to wait for the new
product
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Channel Of Distributions
Manufacturing Plant
Clearing and forwarding agent (different regions)
Stockist A Stockist B Stockist C
Retailers Retailers Retailers Retailers Retailers Retailers
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CONSUMERS
The above diagram it shows channel of distribution of dabur foods here first the products are manufactured and from Manufacturing plants the packed goods are
supplied to Clearing And Forwarding Agents(CampFA) and from here the goods are
then further supplied to number of Stockiest or Distributors from here goods
reaches to large number of Retailers and it is the duty of Stockiest to take orders
from retailers and then supply the goods to them this work is generally done by
stockiest salesman through ready stock or by taking orders first and then placing
the order From here the goods finally reaches to Customers Customer purchases
the product from retailers
This was the basic Channel of Distribution used by Dabur Foods now I will throw
light on each channel of distribution of Dabur Foods
Supply Chain Management
Supply chain management starts before physical distribution it involves procuring
the right inputs (raw materials components and capital equipment) converting
them into finished products and dispatching them to the final destinations The
supply chain perspective can help identify superior suppliers and distributors and
help them improve productivity which ultimately brings down the companyrsquos
costs
A broader view sees a company at the center of a value network that
includes its suppliers its immediate customers and their end customers The value
network includes valued relations with others such as university researchers
government approval agencies and so on
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MANUFACTURING PLANT
Dabur Foods has Number of products in its product line but its main area of
interest or the product on which they concentrate the most is Real Juice amp Coolers
Dabur has its manufacturing plant at Nepal and at Jaipur where juice is
manufactured and tested
PROCUREMENT amp TRANSPORT
Getting the raw material and packaging material requirement from the
production unit in charge
Constant updates on the procurement of materials and transport details
Production details and ingredient content information from the different personnel and coordinating this activity
PACKAGING
Approval and coordination of the supply of packaging material to the
production unit
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47
CLEARING AND FORWARDING AGENTA (CampFA)
From manufacturing plant the stock is transported or supplied to clearing
and forwarding agents
Clearing and Forwarding Agents is a third party and Dabur gives contract to
them so company has nothing to do in building the relationship with them
Here CampFA keep or stock the goods with them
They charge dabur for stocking the good and even dabur donrsquot mind doing
so as it is a measure of cost cutting as well as there is no need for gowdowns
and maintenance
For Ghazizbad Meerut Delhi NCR there is one CampFA whish is situated in
Mohan Nagar here all goods which dabur foods hare kept here
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STOCKIEST OR DISTRIBUTORS
Stockiest store the products in their godowns CampFA supplies the goods to
them as per their order
Stockiest has some sales men working under him they are known as
stockiest sales man Their work is to place the products in the market and
take order from retailers and then supply goods to them
Sales man either take ready stock with them or they first take orders and
then supply goods later on
There is a beat which is a schedule route of sales man means sales man has
to daily cover the route as mention in the beat
Merchandising making products visible pasting posters putting banners
and seeing that goods are properly placed in the retail outlets is also the duty
of stockiest sales man
Companiesrsquo sales officer keeps a check on the stockiest and monthly report
is also prepared which is further analyzed by ASM amp ZSM
In Noida Dabur has 1 stockist and in Ghaziabad 1
RETAILERS
Retailers are backbone of the company as they are the one who can take the
product on new heights or can bring it down to toes
Stockiest supplies goods to retailers and tries Persuading retailers to give the
brand special displays (using merchandising tools) to get affective brand
presence and arranging it in more noticeable manner
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Classification of outlets in different type of markets is different according to
their sales volume
TYPES OF RETAILS OUTLETS
Class Average Monthly Business
A Above 10000
B 5000-10000
C Upto 5000
Margin of retailers is always higher than stockiest
Retailers are the one who have direct contact with the customers
Dabur Foods has a distribution network that covers 175 towns and 75
thousand retail outlets making its product available to the consumers across
the country at ease
TYPES OF RETAIL MARKET
The retail market can be classified on the basis of magnitude of retail
SCATTERED MARKET
Lesser no of outlets and
Extensive outlets
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50
BLOCK MARKET
Large no of retail outlets in chunk
SUPER MARKET
Through their superior information logistical systems and buying power deliver
good service and immense volumes of products at attractive prices
CHAIN OUTLETS
Having more than one key outlet all across with a single control unit and central
purchasing strategy
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51
M PRODUCT LINE
Foods
Real
Real Activ
Hommade
Lemoneez
Capsico
Health Care
Baby Care
Dabur Lal Tail
Dabur Baby Olive Oil
Dabur Janma Ghunti
Health Supplements
Dabur Chyawanprash Dabur Glucose D
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Digestives
Hajmola Yumstick
Hajmola Mast Masala
Anardana
Hajmola
Hajmola Candy
Hajmola Candy Fun2
Pudin Hara (Liquid and Pearls)
Pudin Hara G
Dabur Hingoli
Natural Cures
Shilajit Gold
Nature Care Sat Isabgol
Shilajit
Ring Ring
Itch Care
Backaid
Shankha Pushpi Dabur Balm
Sarbyna Strong
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Personal Care
Hair Care Oil
Amla Hair Oil
Amla Lite Hair Oil
Vatika Hair Oil
Anmol Sarson Amla
Hair Care Shampoo
Anmol Silky Black Shampoo
Vatika Henna Conditioning Shampoo
Vatika AntiDandruff Shampoo
Anmol Natural Shine Shampoo
Oral Care
Dabur Red Gel
Dabur Red Toothpaste
Babool Toothpaste
Dabur Lal Dant Manjan
Dabur Binaca
Toothbrush
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Dabur Amongst Top Three Most
Respected FMCG Companies
Dabur Real Bags Gold In Readers
Digest Trusted Brand Awards
Dabur Figures In Top Great PlaceTo Work 2006 List
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Dabur has been ranked
amongst Indias Most
Innovative Companies by
a Business Today-Monitor
Group survey
Hajmola has been ranked
34th in Indiarsquos 100 Most
Valuable Brands list
Hajmola one of the
strongest brands in
Daburs portfolio
has been listed
among the Top 18
Iconic Brands in
India that have
stood the test oftime
Dabur Indiarsquos fruit juice
brand Reacuteal awarded the
Three Dabur brands --
Hajmola Dabur Amla and
Hajmola moves up
11 spots to take the
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Readerrsquos Digest Gold
Trusted Brand Award
2008 in the food amp
beverages category
Vatika -- have debuted in
the Economic Times
Brand Equitys Most
Trusted Brands 2008 list
Besides Dabur Foods has
climbed up to take the
40th spot
34th position
among Indias Top
100 Most Valuable
Brands of 2008
released by 4Ps and
ICMR
Dabur India Ltd has been ranked 28th in the list of Indias Top 50 Most
valuable (Company) Brands by Brand Finance
newu was voted the Most
Admired New Retail
Launch of the year at
Images Retail Awards
Dabur India CEO Mr
Sunil Duggal was named
Best Corporate Leader of
2008 at the BampE
Leadership and Excellence
Dabur India Ltd
was ranked the
Business Leader in
the FMCG -
Personal Care
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58
Awards Category at the
NDTV Profit
Business
Leadership Award
2008
Dabur India Ltd CEO Mr
Sunil Duggal has been
ranked among Indias
Most valueable CEOs by
Business World
Dabur India Ltd has been listed among the Super
100 of India Inc prepared by Business India
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Dedicated to the health and well being of every household
This is our company We accept personal responsibility and accountability to meet business needs
We all are leaders in our area of responsibility with a deep commitment to deliver results We are determined to be the best at doing what matters most
People are our most important asset We add value through result driven training and we encourage amp reward excellence
We have superior understanding of consumer needs and develop products to fulfill them better
We work together on the principle of mutual trust amp transparency in a boundary-less organisation We are intellectually honest in advocating proposals includingrecognizing risks
Continuous innovation in products amp processes is the basis of our success
We are committed to the achievement of business success with integrity We are honest with consumers with business partners and with each other
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INTRODUCTION OF DABUR CHYWANPRASH
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Dabur Chyawanprash the trusted name for your entire familys health
Dabur Chyawanprash has anti-oxidant properties amp strengthens your bodysinternal defense mechanism the immune system thereby protecting you fromeveryday infections cough cold amp stress etc
At a time when flu and viruses are everywhere your immunity system provides the best prevention from these deadly diseases Chyawanprash a time-tested age-
old formulation has a number of herbs like Amla known to be one of the bestantioxidants Giloy (Guduchi) known to have immuno modulatory properties andhas more than 40 other natural ingredients to boost immunity
Dabur Chyawanprash The Health Giver
Derived from 2500-year-old Ayurvedic formula
Totally chemical-free natural and safe Powerful combination of herbs and plant extracts in a
base of Amla fruit pulp Refined by Dabur to provide traditional goodness with best quality
Reinforces the immune system amp helps fight disease Trusted health provider of a majority of Indian households
Usage
Dabur Chyawanprash has a tangy sweet-sour taste and the consistency of jamIt can be taken directly or with milk and as bread spread In all cases itstherapeutic properties remain stable and active In winters have a glass ofwarm milk after having Chyawanprash In summers have a glass of cold milkafter having Chyawanprash
Dose
1-2 teaspoonful
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STP ANALYSIS OF DABUR CHYAWANPRASH
SEGMENTATION
Dabur Chyawanprash is the market leader in the Chyawanprash segment It
comes under the category of health supplements The segments that it considers
are growing kids competitive youth ever busy housewives and the aged
For the growing kids In todays competitive environment the children are under
high pressure to excel
For the competitive youth Modern life keeps the youth busy and demands them
to be active and efficient
For ever-busy housewives The homemaker needs to be fit in order to shoulder
all responsibilities
For the aged Old age weakens a person physically and mentally
After segmenting the population into these categories it aims to keep them fit
and healthy
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TARGETING
Traditionally chyawanprash was supposed to be a health supplement for the
aged and kids Dabur Chyawanprash (DCP) is now targeting adults housewives
youth and kids This it is trying to achieve through its promotion activities by
making Amitabh Bacchan and Vivek Oberoi do the endorsement act Amitabh
has been projected as a user of Chyawanprash attempting to establish the
relevance of DCP amongst the adults in todayrsquos demanding lifestyle Vivek who
represents an urban ambitious non-user with a mindset that Chyawanprash is not
for him meets his moment of truth when outperformed by a young
Chyawanprash user thus reaching out to kids His final conversion from a non-
user to a Chyawanprash user connects with the Youth These two ads compliment
each other and connect very well with the targeted consumers
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POSITIONING
Andar se strongrdquo Dabur chyawanprash has the tag line Andar se strongrdquo By
using a natural language instead of scientific language it is able to connect with
the consumers and is able to achieve a better positioning in the minds of the
Indian health conscious consumer A category like Chyawanprash for instance
needs to understand that in employing the category language it loses any chance
of expressing its own benefit distinctively
Holistic Health benefit of Ayurveda Dabur Chyawanprash helps in stimulating
immune system relieving stress improving stamina fighting aging through anti-
oxidant property improving lung function fighting respiratory infections amp
building resistance to disease The brand conveys this health conscious holistic
view of the product
Brand Trust Over 100 years of Daburrsquos experience in Ayurveda ensures selection
processing and quality control of right herbs along with scientific and clinical
studies ndash makes DCP a trustworthy offering for consumers Consumers view DCP
as a product by a trusted brand and therefore do not need to think twice beforemaking a purchasing decisio
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MARKETING MIX OF DABUR CHYAWANPRASH
Dabur Chyawanprash is the market leader in the chyawanprash segment and has
achieved this with its innovative product offering pricing strategy easy
availability and promotion campaigns In the marketing mix of Dabur we shall be
discussing the 4 Ps of marketing mix with respect to Dabur Chyawanprash The
mix shall be analyzed as followed
Product
Price
Place
Promotion
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Product Price Promotion Place
bull Product
Variety
bull Quality
bull Design
bull Features
bull Brand
Names
bull Services
bull List Price
bull Discount
bull Financing
Schemes
bull Credit Terms
bull Advertising amp
Promotion
bull Public Relations
bull Sponsorships
bull Internet
Marketing
bull Channels
bull Location
bull Inventory
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PRODUCT
Dabur Chyawanprash is the leader in the Chyawanprash category
and enjoys a market share of 61 per cent In 50s Dabur pioneered the
concept of branded Chyawanprash and since has invested heavily in
product development clinical studies and consumer awareness The
product is essentially a health supplement
Known as the ldquoelixir of liferdquo Chyawanprash has (clinically) proven benefits in
maintaining smooth body functioning The principal ingredient Amla (Indian
Gooseberry) acts as an anti-oxidant and immuno-stimulant Dabur Chyawanprash
helps in stimulating immune system relieving stress improving stamina fighting
aging through anti-oxidant property improving lung function fighting respiratory
infections amp building resistance to disease It is these properties that make Dabur
Chyawanprash a preferred choice for its users
Ingredients of Dabur Chyawanprash
Vishwast Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts
Special Vishwast fortified with additional health beneficial herbs like
Keshar Akarkara etc
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Packaging
n
The figure above shows the evolution of the packaging of Dabur Chyawanprash
Dabur continuously innovates the package and branding of its chayawanprash It
launched Dabur Chyawanprash first in 1949 in a tin pack and it was the first
branded Chyawanprash in India Later Dabur came out with its new packet of
Chyawanprash with Amitabh Bachchan as their brand ambassador It also
received ldquoBrand Relaunch of the Year ldquoaward from IMA
Available in
Dabur Chyawanprash is available in three sizes to cater to the needs of different
types of people
1 One kilogram pack
2 500 gram pack
3 250 gram pack
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PRICE
The pricing of Dabur chyawanprash is very competitive Dabur chyawanprash uses
second degree price discrimination ie more the quantity lower the price
1kg Rs19500
500gms Rs11000
250gms Rs 6200
PRICEQUALITY MATRIX
Pricerarr
Quality
darr
High Middle Low
High
Luxury
Segment
Ideal For
Penetration
DABUR
CHYAWANPRASH
Premiere
Offering
Middle
Overpriced Average Real
Bargain
Low
Make The Sale
and Run
Unhappy
Customers
Cheap
Goods
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PLACE
Dabur has a very wide distribution of its products through 16 million retail outlets
and 50 C amp F agents all over India who distribute products to the retailers Adistribution of C amp F agents and manufacturing locations is given below
Daburrsquos distribution network extends beyond India in the following countries as
well
Distribution Network
Central North amp South America
Australia
Asia
Middle East
North amp South Africa
East amp West Europe
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PROMOTION
The main form of promotional activities of Dabur chyawanprash are concentrated
towards advertising and it has neglible sales promotional activities
Advertising
Nothing can happen without establishing the brandrsquos heritage emphasizing
technological prowess explaining benefits and building bonds with prospective
buyers Ads are necessary because the images are still mouldable and fluid and
the consumerrsquos sophistication level is low Dabur chyawanprash is advertised on
print media as well as on television
The company has launched two ads one each with Amitabh and Vivek in
national electronic media followed by a series of print media campaign directed
towards creating awareness to educate people about the holistic benefits of
ChyawanprashThe ads have been created by McCann Ericsson and the company
would be spending close to Rs 10 crore in promotional campaign this year The
ads would also be translated in Bengali These advertisements are supposed to
target the old and the younger generation respectively
Thecompany has launched a new ad with MS Dhoni who is leader of Indian
cricket team
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SWOT ANALYSIS OF DABUR
STRENGTHS
Strong presence in well defined
niches( like value added Hair Oil and
Ayurveda specialities)
Core knowledge of Ayurveda as
competitive advantage
Strong Brand Image
Product Development Strength
Strong Distribution Network
Extensive Supply Chain
IT Initiatives
R amp D ndash a key strength
WEAKNESS
Seasonal Demand( like
chyawanprash in winter and Vatika not
in winter)
Low Penetration(Chyawanprash)
High price(Vatika)
Limited differentiation (Vatika)
Unbranded players account for
the 23rd of the total market(Vatika)
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73
OPPORTUNITIES
Untapped
Market(Chyawanprash)
Market Development
Export opportunities
Innovation
Increasing income level of the
middle class Creating additional consumption
pattern
THREATS
Existing Competition( like
Himani baidyanath and Zandu for
Dabur Chyawanprash and MaricoKeo
Karpin HLL and Bajaj for Vatika Hair Oil)
New Entrants
Threat from substitutes (like
Bryllcream for Vatika hair oil)
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74
OBJECTIVE OF THE STUDY
The major objective of the survey is to collect the data from outlets in the
specified areas where cold drinks are to be sold
To make an assessment of availability of several brands of dabur in
different packs and size in the specified areas
To make an assessment of market presence program of the dabur
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75
Research Methodology
Data collection
Sample unit
1) working people (including men amp women) amp housewife
2) college students
3) school students
4) senior citizens
5) Retailer
Sample size
1 working people amp housewife 30
2 college students 25
3 school students 20
4 senior citizens 15
5 Retailer 10
Sampling techniques
Judgmental sampling techniques used
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76
Sampling region
Sampling region will be DELHI in rural area
Data collection method
1 Primary data It will be collected with the help of a self administered
questionnaire
2 Secondary data it will be collected with the help of books research
papers magazines news papers journals internet etc
3
Research instruments
Questionnaire design
As the questionnaire is self administrated one the survey will be simple and user
friendly Words used in questionnaire will be readily understandable to all
respondent Also technical jargons will be avoided to ensure that there is no
confusion for respondents
Data Analysis - Data analysis will be done with the help of MS Excel and SPSS
Software
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DATA ANALYSIS
DABUR CHYAWANPRASH
1 AWARNESS LEVEL
I
NTERPRETATION-
According to serveyAll person are know the dabur100 person of dabur65
person kmow the Baidyanathamp Dabur 40 people of HimaniBaidyanath and
Dabur 60 person of ZanduHimaniBaidyanath and Dabur
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78
2 PREFERRED BRAND
INTERPRETATION-
According to servey60 person are preferred dabur product 15 person are
preferred Baidynath product 15 person are preferred Himani product 10 person
are preferred Zandu
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79
3SATISFACTION LEVEL
INTERPRETATION-
According to servey100 satisfaction level of dabur product 80 satisfaction level
of Baidynath product 80 satisfaction level of Himani product
60 satisfaction level of Zandu product
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80
4 REASONS FOR SELECTING A PARTICULAR BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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81
5HOW DID YOU COME TO KNOW ABOUT THIS BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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82
6 PREFERRED PACK SIZE
INTERPRETATION-
According to servey50 person are preferred 500gm product 30 person are
preferred 1kg product 20 person are preferred 250gm product
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83
8 REASON TO SELECT PREFERRED PACK SIZE
INTERPRETATION-
According to servey20 person are select product of itrsquos availability pack size
40 person are select product of itrsquos price pack size 25 person are select
product of itrsquos family pack size 15 person are select product of itrsquos storage
pack size
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84
9 FREQUENCY OF
PURCHASE
INTERPRETATION-
According to servey30 People are purchase product after one month 55
People are purchase product after two months 15 People are purchase
product after six months
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85
COMPETITOR ANALYSIS
The key competitorrsquos of Dabur in the Chyawanprash segment are Baidyanath
Zandu and Himani which together with Dabur have about 85 of Indias domestic
market
Dabur is Indias largest Ayurvedic medicine supplier and the fourth largest
producer of FMCG It was established in 1884 and had grown to a business level
in 2003 of about 650 million dollars per year though only a fraction of that is
involved with Ayurvedic medicine Dabur Chyawanprash (herbal honey) has a
market share of 61We have tried to analyse the competition for Dabur in the
Chyawanprash segment as follows
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The Himani Group
It founded in 1974 provides a diverse range of products doing 110 million dollars
of business annually though only a portion is involved with Ayurvedic products
through its Himani line the company is mainly involved with toiletries and
cosmetics but also provides Chyawanprash and other health productsIts market
share is 12
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88
CONCLUSIONS
The Chyawanprash Industry is yet to capture the beverage market in full swing Packed Chyawanprash
followed by Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts the market The consumerrsquos patriotic love for tea and coffee is unfared
Chyawanprash are yet to establish their supplement use in the average household here in lies the great
opportunities Within the market it is safe to conclude that dabur has hit off ratherwell with the
masses
dabur has clearly lost it head start advantage and thereby acquiring just 35 of the market share while
others enjoys rest of the market share This could be well attributed to dabor successful ATA
(Availability Taste and Affordability) marketing module the attributes most rated by the consumersLack of publicity has hampered the growth progress of the brand so aggressive advertising is needed to
promote Chyawanprash and vatika hair oil brand
The brands such as that of Chyawanprash by vednath Chyawanprash with its lsquosonacahndi lsquoMinute-
madersquo and also US food giantssDel Monte are ready to hit the Chyawanprash market very soon
As the strategies of the companies keeps on changing be it in Chyawanprash industry a company has
to create perceptions and cover them into realities It is an expensive proposition requiring huge
expenditure on advertising sponsorships and media Thus the ideal company will be the one which
combines the high end technology with consumer insight
As 16 of the excise duty is exempted on food products in this budget Many food companies including
Dabur got benefited from it On the analysis of survey it was found that target Market of Chyawanprash
want quality benefit rather then Price benefit so it is better to stress on quality rather than on
decreasing price to increase sales and profit
To increase market share Dabur should give slight price benefit on Dabur brand so that customers of
other Juice brand should switch from other brand to Dabur brand
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89
Findings
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey100 satisfaction level of dabur product 80 satisfaction level of
Baidynath product 80 satisfaction level of Himani product 60 satisfaction level of
Zandu product
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis According to servey50 person are preferred 500gm
product 30 person are preferred 1kg product 20 person are preferred 250gm
product
According to servey20 person are select product of itrsquos availability pack size 40
person are select product of itrsquos price pack size 25 person are select product of itrsquos
family pack size 15 person are select product of itrsquos storage pack size
According to servey30 People are purchase product after one month 55 People are
purchase product after two months 15 People are purchase product after six months
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90
LIMITATIONS
No study is free from limitations The limitations of this study can be
Sample size taken is small and may not be sufficient to predict theresults with 100 accuracy
The result is based on primary and secondary data that has itrsquos own limitations
The study only covers the area of Delhi that may not beapplicable to other areas
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91
RECOMMENDATIONS
Focus on growing core brands across categories
Reaching out to new geographies within Hapur area
Improve operational efficiencies by leveraging technology
Be the preferred company to meet the health and personal grooming needs of
our target consumers with safe efficacious natural solutions by synthesizing the
deep knowledge of ayurveda and herbs with modern science
Provide consumers with innovative products within easy reach
Vatika hair care centre On the lines of Maricorsquos Kaya Skin Clinic Dabur
could start a venture called Vatika hair care centre which would provide total hair
care solutions It could have hair care experts to solve hair problemsServices could
include dandruff treatment straightening of hair treatment for split endsetc
Position Dabur Chyawanprash as not more of a medicine but as something
which is necessary for health
More initiatives like ldquo Dabur ki Deewarrdquo to increase brand visibility It is an
initiative to occupy shelf space
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92
BIBLIOGRAPHY
Books
Marketing Management Twelfth Edition ndash Philip Kotler amp Kevin Lane Keller
Websites
wwwgooglecom
wwwdaburcom
wwwtutor2unet
wwwbrandchannelcom
The time of india
Forbs magazing
Hinustan time
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YES NO
7Which pack size do you prefer
YES NO
8On what parameters do you choose this pack size
YES NO
9 how do u increase the company position
YES NO
10 how you increase your company position in market agains other company
YES NO
![Page 17: Making by Th Harsh Pandit](https://reader033.vdocuments.mx/reader033/viewer/2022052406/577cd3191a28ab9e7896af7d/html5/thumbnails/17.jpg)
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17
1957 - Computerisation of operations initiated
1970 - Entered Oral Care amp 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 is made 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 completes 100 years
1988 - Launches pharmaceutical medicines
1989 - Care with fun
The Ayurvedic digestive formulation is converted into a childrens fun product
with the launch of Hajmola Candy In an innovative move a curative product
is converted to a confectionary item for wider usage
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18
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 Intaxel (Paclitaxel) Dabur
Research Foundation develops an eco-friendly process to extract the drug from
its plant source
1996 - Enters foods business with the launch of Real Fruit Juice
1996 - Real 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 1000 crore mark
Dabur establishes its market leadership status by staging a turnover of
Rs1000 crores Across a span of over a 100 years Dabur has grown from a
small beginning based on traditional health care To a commanding position
amongst an august league of large corporate businesses
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19
2001 - Super specialty drugs
With the setting up of Dabur Oncologys sterile cytotoxic facility the
Company gains entry into 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
2002 - Dabur record sales of Rs 116319 crore on a net profit of Rs 644
crore
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 this 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 ISO 9002
certification
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20
Science for nature
Reinforcing its commitment to nature and its conservation Dabur Nepal a
subsidiary of Dabur India has set up fully automated greenhouses in Nepal
This scientific landmark helps to produce saplings of rare medicinal plants
that are under threat of extinction due to ecological degradation
2005 - Dabur acquires Balsara
As part of its inorganic growth strategy Dabur India acquires Balsaras
Hygiene and Home products businesses a leading provider of Oral Care and
Household Care products in the Indian market in a Rs 143-crore all-cash
deal
2005 - Dabur announces bonus after 12 years
Dabur India announced issue of 11 Bonus share to the shareholders of the
company ie one share for every one share held The Board also proposed an
increase in the authorized share capital of the company from existing Rs 50
crore to Rs 125 crore
2006 - Dabur crosses $2 bin market cap adopts US GAAP
Dabur India crosses the $2-billion mark in market capitalisation The
company also adopted US GAAP in line with its commitment to follow
global best practices and adopt highest standards of transparency and
governance
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21
2006 - Approves FCCBGDRADR up to $200 million
Moving forward on the inorganic growth path Dabur India decides to raise up
to $200 million from the international market through Bonds FCCBs GDRADR QIPs or any other securitiesThe capital raised will be used to fund
Daburs aggressive growth ambitions and acquisition plans in India and
abroad
2007 - Celebrating 10 years 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 HampB 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 amp Beauty format
2007 - Dabur Foods Merged With Dabur India
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
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22
Dabur has an illustrious Board of Directors who are committed to take the
company onto newer levels of human endeavour in the service of mankind The
Board comprises of
Chairman
Vice-
Chairman
Dr Anand
Burman
Mr Amit Burman
Whole Time Directors
Mr PD Narang Mr Sunil
Duggal
Mr Pradip Burman
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23
Non Whole Time Promoters Directors
Mr Mohit Burman
Independent Directors
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24
His Highness
Maharaja
=Mr P N
Vijay
Mr R C
Bhargava
Dr S Narayan
Sunil DuggalChief Executive Officer
Dabur India Limited
Sunil Duggal took over as the Chief Executive Officer
of Dabur India Limited in June 2002 holding reins of the
organisation he joined in 1995
Mr Duggal started his career as a management trainee in
Wimco Limited in 1981 after getting his Engineering
Degree (Electrical amp Electronics) from BITS Pilani and
Business Management from IIM Calcutta His stint atWimco continued till 1994 with a break in between
when he joined Bennett
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Spanning a career of over 20 years Sunil Duggal has travelled widely across Indiaand handled diverse portfolios that have helped him understand the dynamics of
FMCG businesses and market trends He is well versed in the intricacies of Indias
regional diversities and consumer needs
Mr Duggal lives in Delhi with his wife and one child Whenever he gets a break
from his official responsibilities Mr Duggal likes to spend time at home with his
family and an occasional round of golf
Coleman amp Co Ltd for a short period In 1994 he moved to Pepsi Foods as GM
Sales Operation
In 1995 he came into the Dabur family as General Manager (Sales amp Marketing)
of the Family Products Division with products like Dabur Amla Lal Dant Manjan
and Vatika in his portfolio This Division spearheaded the spectacular growth
recorded by Dabur in this period Vatika was also launched during this period and
is now the Companys second biggest brand
With his dynamic spirit and leadership abilities he soon became Vice-President
and SBU-Head of the Family Products Division In July 2000 Mr Duggal was
appointed Director Sales and Marketing of Dabur India Limited And in 2002 he
became the CEO of the Company - a professional with valuable experience to
steer the company ahead in its growth plans
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27
Good corporate governance and transparency in actions of the management is key
to a strong bond of trust with the Companyrsquos stakeholders Dabur understands the
importance of good governance and has constantly avoided an arbitrary decision-
making process Our initiatives towards this end include
Professionalisation of the board
Lean and active Board(reduced from 16 to 10 members)
Less number of promoters on the Board
More professionals and independent Directors for better management
Governed through Board committees for Audit Remuneration Shareholder
Grievances Compensation and Nominations
Meets all Corporate Governance Code requirements of SEBI
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When our Founder Dr S K Burman first established Dabur he had a vision that
saw beyond the profit motive In his words What is that life worth which cannot
bring comfort to others This ideal of a humane and equitable society led to
initiatives taken to give back some part of what Dabur has gained from the
community
Our major initiatives in the Social sector include
Establishment of the Sustainable Development Society or Sundesh in 1993
- a non-profit organisation to promote research and welfare activities in rural
areas
Promoting health and hygiene amongst the underpriviledged through the
Chunni Lal Medical Trust and
Organising the Plant for Life programme for schoolchildren - to create
environmental awareness amongst young minds
Our commitment to Environment
Ancient wisdom of conservation
From times immemorial Indian sages and men of wisdom have understood and
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29
appreciated the value of nature and its conservation Our ancestors recognised
that if we grabbed from nature beyond what was healthy it would lead to all
round degradation and even the extinction of humanity That is why nature was
sanctified and worshipped in the form of gods and goddesses
Dabur upholds the tradition
Today we at Dabur also value natures bounty Without the fruits of nature the
vision of Dabur would never have been fulfilled And that is the reason for our
unfailing commitment to ecological conservation and regeneration We would like
to follow the principles of our ancient texts which say
Dehi me dadami te - you give me and I give you
Back to Nature
Rare herbs and medicinal plants are our most valuable resource from which all
our products are derived Due to overexploitation of these resources and
unsustainable practices these plants and herbs are fast reaching the point of
extinction In view of this critical situation Dabur has initiated some significant
programmes for ecological regeneration and protection of endangered plantsecies
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30
Plants for Life
We have set up the Plants for Life project in the mountainous regions of the
Himalayas Under the project a high-tech greenhouse facility has been set up for
developing saplings of rare and endangered medicinal plants Fully computer-
controlled and monitored this greenhouse maintains the highly critical
environmental parameters required for their survival We are also developing
quality saplings of more than 20 herbs 8 of them endangered through micro
propagation
In addition satellite nurseries spread across mountain villages and
contract cultivation of medicinal herbs helps in maintaining the ecological
balance These measures have also helped provide local cultivators the scientific
knowledge for harvesting herbs and a steady source of income So that they are
not forced to exploit the environment to earn a livelihood
Living a Green Heritage
These are significant steps that can contribute to a better world for coming
generations To whom we would like to bequeath a world not bereft of nature
But full of flowering and fruit bearing trees animals birds and humans living in
good health and complete harmony
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Kashambi Corporate Office
Corporate Office
Kaushambi
Ghaziabad - 201010
Uttar Pradesh India
Tel
+91 (0120) 3982000 (30 Lines)
+91 (0120) 3001000 (30 Lines)
Registered Office
83 Asaf Ali Road
ew Delhi ndash 110 002
Tel +91 (011) 23253488
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DABUR WORLD WIDE
Daburs mission of popularizing a natural lifestyle transcends national boundaries Today
there is global awareness of alternative medicine nature-based and holistic lifestyles and
an interest in herbal products Dabur has been in the forefront of popularizing this
alternative way of life marketing its products in more than 50 countries all over the
world
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34
Our products World Wide
We have spread ourselves wide and deep to be in close touch with our overseas
consumers
Offices and representatives in Europe America and Africa
A special herbal health care and personal care range successfully selling in
markets of the Middle East Far East and several European countries
Inroads into European and American markets that have good potential due to
resurgence of the back-to-nature movement
Export of Active Pharmaceutical Ingredients (APIs) manufactured under strict
international quality benchmarks to Europe Latin America Africa and other Asian
countries
Export of food and textile grade natural gums extracted from traditional plant
sources
Partnerships and Production
Strategic partnerships with leading multinational food and health care
companies to introduce innovations in products and services
Manufacturing facilities spread across 3 overseas locations to optimise
production by utilising local resources and the most modern technology available
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35
OVERVIEW OF FMCG SECTOR IN INDIA
The Indian FMCG sector is
the fourth largest sector
in the economy with a
total market size in excess
of US$ 131 billion It has
a strong MNC presence
and is characterised by a
well-established
distribution network
intense competition
between the organised and
unorganised segments and
low operational cost Availability of key raw materials cheaper labour costs and
presence across the entire value chain gives India a competitive advantageThe FMCG market is set to treble from US$ 116 billion in 2003 to US$ 334
billion in 2015 Penetration level as well as per capita consumption in most
product categories like jams toothpaste skin care hair wash etc in India is low
indicating the untapped market potential Burgeoning Indian population
particularly the middle class and the rural segments presents an opportunity to
makers of branded products to convert consumers to branded products Growth is
also likely to come from consumer upgrading in the matured product categories
With 200 million people expected to shift to processed and packaged food by
2010 India needs around US$ 28 billion of investment in the food-processing
industry
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India is one of the largest emerging markets with a population of over one billion
India is one of the largest economies in the world in terms of purchasing power
and has a strong middle class base of 300 millionAround 70 per cent of the total
households in India (188 million) resides in the rural areas The total number of
rural households are expected to rise from 135 million in 2001-02 to 153 million
in 2009-10 This presents the largest potential market in the world The annual
size of the rural FMCG market was estimated at around US$ 105 billion in 2001-
02 With growing incomes at both the rural and the urban level the market
potential is expected to expand further
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37
TMarketing Mi
Product Place
Target
Market
Price Promotion
The firm attempts to generate a positive response in the target market by blending
these four marketing mix variables in an optimal manner
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38
A Summary Table of the Marketing Mix
The following table summarizes the marketing mix decisions including a list of
some of the aspects of each of the 4Ps
Summary of Marketing Mix Decisions
Product Price Place Promotion
Functionality
Appearance
Quality
Packaging
Brand
Warranty
ServiceSuppor
t
List price
Discounts
Allowances
Financing
Leasing
options
Channel members
Channel
motivation
Market coverage
Locations
Logistics
Service levels
Advertising
Personal
selling
Public
relations
Message
Media
Budget
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39
DABUR FOODS SELLING PROCESS
Dabur food process of selling starts from stockiest
CampFA dose not have any process to play in the process of selling of dabur
foods products They are just Clearing amp Forwarding Agents they store the
manufacturing products and then supply it to stockiest
Stockiest pay the money to dabur foods through demand draft
Stockiest further sells the products to retailers
Retailer finally sells the products to consumers
MARKETING HOW DABUR FOODS IS USING MIX
Product
Appearance Dabur tries to make its products appear very attractive
Quality Quality of the product is really unmatchable as it is tested number of
times and its products are processed using very advanced machinery and
technology
Packaging Dabur products packaging is done in such a way that its juices does
not get expired before 6 months inspite of perishable products
Brand Dabur itself is a very reputed and well known brand in the market and its
Real juice is also known all over India
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40
Warranty Dabur as such does not gives any warranty but if there is any problem
in its products before expiry then they replace the product
ServiceSupport Dabur foods provide full support to its stockiest retailers and
consumers what so ever the problem is
Price
List price Dabur decide its price according to its competitors and the price
structure is different for retailers and stockiest
Discounts There are different discounts for retailers stockiest and consumer from
time to time
Allowances Special allowances are gicen to stockiest sales man if he acives his
targets
Place
Channel members Channel members or business partners of dabur are its
stockiest retailers
Channel motivation Channel motivation for dabur is pull and push strategy
Market coverage Dabur Foods has a distribution network that covers 175 towns
and 75 thousand retail outlets making its product available to the consumers across
the country at ease
Locations Dabur foods try to cover or tries to place its products in each and every
shop and every location
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41
Promotion
Advertising Dabur products are advertised through television newspapers
magazine etc
Personal selling Dabur hardly do any personal selling except in tent shows and
road shows Same for less amp more for same
Media Media of promotion is TV Radio newspapers magazine
Budget Budget is Decided by finance team for different strategic business unit
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42
Critique of selling
In theory the purpose of selling is to help a customer realize his or her goals in an
economic fashion However in reality this is not always the case Customers can be influenced to purchase a product or service that initially was not of interest to
them Some salespeople are trained in the art of selling customers things they dont
need
Take for example the purchasing of a car a consumer may have a set of cars in
mind (called an evoked set) that she feels match her needs wants and budget She
may seek the advice of a salesperson given that a salesperson can help her realize
the right car given those criteria This can be a socially useful function salespeople
have specialized knowledge of products that can help consumers make an informed
decision However a salesperson may also talk a consumer into purchasing a more
expensive or perhaps larger car then she needs or can afford In this context the
salesperson may have usefully helped the customer re-evaluate her needs thereby
establishing a new set of appropriate choices among which included the newer orlarge car This again would be a helpful and useful service provided by the
salesperson However it is sometimes the case that customers purchase a product
or service that was not initially intended and remains an inappropriate purchase
after the fact On the other hand the consumer in this scenario can be held partially
responsible for the inappropriate purchase indeed A fool and his money are soon
parted (PT Barnum English proverbs)
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43
This dysfunctional behavior is encouraged by
Incentives of salespeople to increase their total number of sales especially where
retailers keep track of sales or offer commission-based salaries
Incentives from the manufactures of products or the companies of service
providers to salespeople to sell their products where other similar products
offered by competitors are offered
The incentive to sell a customer a product that is in need of being cleared
out despite the fact that a customer may be better to wait for the new
product
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Channel Of Distributions
Manufacturing Plant
Clearing and forwarding agent (different regions)
Stockist A Stockist B Stockist C
Retailers Retailers Retailers Retailers Retailers Retailers
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CONSUMERS
The above diagram it shows channel of distribution of dabur foods here first the products are manufactured and from Manufacturing plants the packed goods are
supplied to Clearing And Forwarding Agents(CampFA) and from here the goods are
then further supplied to number of Stockiest or Distributors from here goods
reaches to large number of Retailers and it is the duty of Stockiest to take orders
from retailers and then supply the goods to them this work is generally done by
stockiest salesman through ready stock or by taking orders first and then placing
the order From here the goods finally reaches to Customers Customer purchases
the product from retailers
This was the basic Channel of Distribution used by Dabur Foods now I will throw
light on each channel of distribution of Dabur Foods
Supply Chain Management
Supply chain management starts before physical distribution it involves procuring
the right inputs (raw materials components and capital equipment) converting
them into finished products and dispatching them to the final destinations The
supply chain perspective can help identify superior suppliers and distributors and
help them improve productivity which ultimately brings down the companyrsquos
costs
A broader view sees a company at the center of a value network that
includes its suppliers its immediate customers and their end customers The value
network includes valued relations with others such as university researchers
government approval agencies and so on
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MANUFACTURING PLANT
Dabur Foods has Number of products in its product line but its main area of
interest or the product on which they concentrate the most is Real Juice amp Coolers
Dabur has its manufacturing plant at Nepal and at Jaipur where juice is
manufactured and tested
PROCUREMENT amp TRANSPORT
Getting the raw material and packaging material requirement from the
production unit in charge
Constant updates on the procurement of materials and transport details
Production details and ingredient content information from the different personnel and coordinating this activity
PACKAGING
Approval and coordination of the supply of packaging material to the
production unit
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47
CLEARING AND FORWARDING AGENTA (CampFA)
From manufacturing plant the stock is transported or supplied to clearing
and forwarding agents
Clearing and Forwarding Agents is a third party and Dabur gives contract to
them so company has nothing to do in building the relationship with them
Here CampFA keep or stock the goods with them
They charge dabur for stocking the good and even dabur donrsquot mind doing
so as it is a measure of cost cutting as well as there is no need for gowdowns
and maintenance
For Ghazizbad Meerut Delhi NCR there is one CampFA whish is situated in
Mohan Nagar here all goods which dabur foods hare kept here
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STOCKIEST OR DISTRIBUTORS
Stockiest store the products in their godowns CampFA supplies the goods to
them as per their order
Stockiest has some sales men working under him they are known as
stockiest sales man Their work is to place the products in the market and
take order from retailers and then supply goods to them
Sales man either take ready stock with them or they first take orders and
then supply goods later on
There is a beat which is a schedule route of sales man means sales man has
to daily cover the route as mention in the beat
Merchandising making products visible pasting posters putting banners
and seeing that goods are properly placed in the retail outlets is also the duty
of stockiest sales man
Companiesrsquo sales officer keeps a check on the stockiest and monthly report
is also prepared which is further analyzed by ASM amp ZSM
In Noida Dabur has 1 stockist and in Ghaziabad 1
RETAILERS
Retailers are backbone of the company as they are the one who can take the
product on new heights or can bring it down to toes
Stockiest supplies goods to retailers and tries Persuading retailers to give the
brand special displays (using merchandising tools) to get affective brand
presence and arranging it in more noticeable manner
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Classification of outlets in different type of markets is different according to
their sales volume
TYPES OF RETAILS OUTLETS
Class Average Monthly Business
A Above 10000
B 5000-10000
C Upto 5000
Margin of retailers is always higher than stockiest
Retailers are the one who have direct contact with the customers
Dabur Foods has a distribution network that covers 175 towns and 75
thousand retail outlets making its product available to the consumers across
the country at ease
TYPES OF RETAIL MARKET
The retail market can be classified on the basis of magnitude of retail
SCATTERED MARKET
Lesser no of outlets and
Extensive outlets
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BLOCK MARKET
Large no of retail outlets in chunk
SUPER MARKET
Through their superior information logistical systems and buying power deliver
good service and immense volumes of products at attractive prices
CHAIN OUTLETS
Having more than one key outlet all across with a single control unit and central
purchasing strategy
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M PRODUCT LINE
Foods
Real
Real Activ
Hommade
Lemoneez
Capsico
Health Care
Baby Care
Dabur Lal Tail
Dabur Baby Olive Oil
Dabur Janma Ghunti
Health Supplements
Dabur Chyawanprash Dabur Glucose D
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Digestives
Hajmola Yumstick
Hajmola Mast Masala
Anardana
Hajmola
Hajmola Candy
Hajmola Candy Fun2
Pudin Hara (Liquid and Pearls)
Pudin Hara G
Dabur Hingoli
Natural Cures
Shilajit Gold
Nature Care Sat Isabgol
Shilajit
Ring Ring
Itch Care
Backaid
Shankha Pushpi Dabur Balm
Sarbyna Strong
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Personal Care
Hair Care Oil
Amla Hair Oil
Amla Lite Hair Oil
Vatika Hair Oil
Anmol Sarson Amla
Hair Care Shampoo
Anmol Silky Black Shampoo
Vatika Henna Conditioning Shampoo
Vatika AntiDandruff Shampoo
Anmol Natural Shine Shampoo
Oral Care
Dabur Red Gel
Dabur Red Toothpaste
Babool Toothpaste
Dabur Lal Dant Manjan
Dabur Binaca
Toothbrush
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Dabur Amongst Top Three Most
Respected FMCG Companies
Dabur Real Bags Gold In Readers
Digest Trusted Brand Awards
Dabur Figures In Top Great PlaceTo Work 2006 List
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Dabur has been ranked
amongst Indias Most
Innovative Companies by
a Business Today-Monitor
Group survey
Hajmola has been ranked
34th in Indiarsquos 100 Most
Valuable Brands list
Hajmola one of the
strongest brands in
Daburs portfolio
has been listed
among the Top 18
Iconic Brands in
India that have
stood the test oftime
Dabur Indiarsquos fruit juice
brand Reacuteal awarded the
Three Dabur brands --
Hajmola Dabur Amla and
Hajmola moves up
11 spots to take the
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Readerrsquos Digest Gold
Trusted Brand Award
2008 in the food amp
beverages category
Vatika -- have debuted in
the Economic Times
Brand Equitys Most
Trusted Brands 2008 list
Besides Dabur Foods has
climbed up to take the
40th spot
34th position
among Indias Top
100 Most Valuable
Brands of 2008
released by 4Ps and
ICMR
Dabur India Ltd has been ranked 28th in the list of Indias Top 50 Most
valuable (Company) Brands by Brand Finance
newu was voted the Most
Admired New Retail
Launch of the year at
Images Retail Awards
Dabur India CEO Mr
Sunil Duggal was named
Best Corporate Leader of
2008 at the BampE
Leadership and Excellence
Dabur India Ltd
was ranked the
Business Leader in
the FMCG -
Personal Care
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Awards Category at the
NDTV Profit
Business
Leadership Award
2008
Dabur India Ltd CEO Mr
Sunil Duggal has been
ranked among Indias
Most valueable CEOs by
Business World
Dabur India Ltd has been listed among the Super
100 of India Inc prepared by Business India
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Dedicated to the health and well being of every household
This is our company We accept personal responsibility and accountability to meet business needs
We all are leaders in our area of responsibility with a deep commitment to deliver results We are determined to be the best at doing what matters most
People are our most important asset We add value through result driven training and we encourage amp reward excellence
We have superior understanding of consumer needs and develop products to fulfill them better
We work together on the principle of mutual trust amp transparency in a boundary-less organisation We are intellectually honest in advocating proposals includingrecognizing risks
Continuous innovation in products amp processes is the basis of our success
We are committed to the achievement of business success with integrity We are honest with consumers with business partners and with each other
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INTRODUCTION OF DABUR CHYWANPRASH
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Dabur Chyawanprash the trusted name for your entire familys health
Dabur Chyawanprash has anti-oxidant properties amp strengthens your bodysinternal defense mechanism the immune system thereby protecting you fromeveryday infections cough cold amp stress etc
At a time when flu and viruses are everywhere your immunity system provides the best prevention from these deadly diseases Chyawanprash a time-tested age-
old formulation has a number of herbs like Amla known to be one of the bestantioxidants Giloy (Guduchi) known to have immuno modulatory properties andhas more than 40 other natural ingredients to boost immunity
Dabur Chyawanprash The Health Giver
Derived from 2500-year-old Ayurvedic formula
Totally chemical-free natural and safe Powerful combination of herbs and plant extracts in a
base of Amla fruit pulp Refined by Dabur to provide traditional goodness with best quality
Reinforces the immune system amp helps fight disease Trusted health provider of a majority of Indian households
Usage
Dabur Chyawanprash has a tangy sweet-sour taste and the consistency of jamIt can be taken directly or with milk and as bread spread In all cases itstherapeutic properties remain stable and active In winters have a glass ofwarm milk after having Chyawanprash In summers have a glass of cold milkafter having Chyawanprash
Dose
1-2 teaspoonful
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STP ANALYSIS OF DABUR CHYAWANPRASH
SEGMENTATION
Dabur Chyawanprash is the market leader in the Chyawanprash segment It
comes under the category of health supplements The segments that it considers
are growing kids competitive youth ever busy housewives and the aged
For the growing kids In todays competitive environment the children are under
high pressure to excel
For the competitive youth Modern life keeps the youth busy and demands them
to be active and efficient
For ever-busy housewives The homemaker needs to be fit in order to shoulder
all responsibilities
For the aged Old age weakens a person physically and mentally
After segmenting the population into these categories it aims to keep them fit
and healthy
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TARGETING
Traditionally chyawanprash was supposed to be a health supplement for the
aged and kids Dabur Chyawanprash (DCP) is now targeting adults housewives
youth and kids This it is trying to achieve through its promotion activities by
making Amitabh Bacchan and Vivek Oberoi do the endorsement act Amitabh
has been projected as a user of Chyawanprash attempting to establish the
relevance of DCP amongst the adults in todayrsquos demanding lifestyle Vivek who
represents an urban ambitious non-user with a mindset that Chyawanprash is not
for him meets his moment of truth when outperformed by a young
Chyawanprash user thus reaching out to kids His final conversion from a non-
user to a Chyawanprash user connects with the Youth These two ads compliment
each other and connect very well with the targeted consumers
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POSITIONING
Andar se strongrdquo Dabur chyawanprash has the tag line Andar se strongrdquo By
using a natural language instead of scientific language it is able to connect with
the consumers and is able to achieve a better positioning in the minds of the
Indian health conscious consumer A category like Chyawanprash for instance
needs to understand that in employing the category language it loses any chance
of expressing its own benefit distinctively
Holistic Health benefit of Ayurveda Dabur Chyawanprash helps in stimulating
immune system relieving stress improving stamina fighting aging through anti-
oxidant property improving lung function fighting respiratory infections amp
building resistance to disease The brand conveys this health conscious holistic
view of the product
Brand Trust Over 100 years of Daburrsquos experience in Ayurveda ensures selection
processing and quality control of right herbs along with scientific and clinical
studies ndash makes DCP a trustworthy offering for consumers Consumers view DCP
as a product by a trusted brand and therefore do not need to think twice beforemaking a purchasing decisio
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MARKETING MIX OF DABUR CHYAWANPRASH
Dabur Chyawanprash is the market leader in the chyawanprash segment and has
achieved this with its innovative product offering pricing strategy easy
availability and promotion campaigns In the marketing mix of Dabur we shall be
discussing the 4 Ps of marketing mix with respect to Dabur Chyawanprash The
mix shall be analyzed as followed
Product
Price
Place
Promotion
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Product Price Promotion Place
bull Product
Variety
bull Quality
bull Design
bull Features
bull Brand
Names
bull Services
bull List Price
bull Discount
bull Financing
Schemes
bull Credit Terms
bull Advertising amp
Promotion
bull Public Relations
bull Sponsorships
bull Internet
Marketing
bull Channels
bull Location
bull Inventory
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PRODUCT
Dabur Chyawanprash is the leader in the Chyawanprash category
and enjoys a market share of 61 per cent In 50s Dabur pioneered the
concept of branded Chyawanprash and since has invested heavily in
product development clinical studies and consumer awareness The
product is essentially a health supplement
Known as the ldquoelixir of liferdquo Chyawanprash has (clinically) proven benefits in
maintaining smooth body functioning The principal ingredient Amla (Indian
Gooseberry) acts as an anti-oxidant and immuno-stimulant Dabur Chyawanprash
helps in stimulating immune system relieving stress improving stamina fighting
aging through anti-oxidant property improving lung function fighting respiratory
infections amp building resistance to disease It is these properties that make Dabur
Chyawanprash a preferred choice for its users
Ingredients of Dabur Chyawanprash
Vishwast Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts
Special Vishwast fortified with additional health beneficial herbs like
Keshar Akarkara etc
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Packaging
n
The figure above shows the evolution of the packaging of Dabur Chyawanprash
Dabur continuously innovates the package and branding of its chayawanprash It
launched Dabur Chyawanprash first in 1949 in a tin pack and it was the first
branded Chyawanprash in India Later Dabur came out with its new packet of
Chyawanprash with Amitabh Bachchan as their brand ambassador It also
received ldquoBrand Relaunch of the Year ldquoaward from IMA
Available in
Dabur Chyawanprash is available in three sizes to cater to the needs of different
types of people
1 One kilogram pack
2 500 gram pack
3 250 gram pack
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PRICE
The pricing of Dabur chyawanprash is very competitive Dabur chyawanprash uses
second degree price discrimination ie more the quantity lower the price
1kg Rs19500
500gms Rs11000
250gms Rs 6200
PRICEQUALITY MATRIX
Pricerarr
Quality
darr
High Middle Low
High
Luxury
Segment
Ideal For
Penetration
DABUR
CHYAWANPRASH
Premiere
Offering
Middle
Overpriced Average Real
Bargain
Low
Make The Sale
and Run
Unhappy
Customers
Cheap
Goods
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PLACE
Dabur has a very wide distribution of its products through 16 million retail outlets
and 50 C amp F agents all over India who distribute products to the retailers Adistribution of C amp F agents and manufacturing locations is given below
Daburrsquos distribution network extends beyond India in the following countries as
well
Distribution Network
Central North amp South America
Australia
Asia
Middle East
North amp South Africa
East amp West Europe
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PROMOTION
The main form of promotional activities of Dabur chyawanprash are concentrated
towards advertising and it has neglible sales promotional activities
Advertising
Nothing can happen without establishing the brandrsquos heritage emphasizing
technological prowess explaining benefits and building bonds with prospective
buyers Ads are necessary because the images are still mouldable and fluid and
the consumerrsquos sophistication level is low Dabur chyawanprash is advertised on
print media as well as on television
The company has launched two ads one each with Amitabh and Vivek in
national electronic media followed by a series of print media campaign directed
towards creating awareness to educate people about the holistic benefits of
ChyawanprashThe ads have been created by McCann Ericsson and the company
would be spending close to Rs 10 crore in promotional campaign this year The
ads would also be translated in Bengali These advertisements are supposed to
target the old and the younger generation respectively
Thecompany has launched a new ad with MS Dhoni who is leader of Indian
cricket team
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SWOT ANALYSIS OF DABUR
STRENGTHS
Strong presence in well defined
niches( like value added Hair Oil and
Ayurveda specialities)
Core knowledge of Ayurveda as
competitive advantage
Strong Brand Image
Product Development Strength
Strong Distribution Network
Extensive Supply Chain
IT Initiatives
R amp D ndash a key strength
WEAKNESS
Seasonal Demand( like
chyawanprash in winter and Vatika not
in winter)
Low Penetration(Chyawanprash)
High price(Vatika)
Limited differentiation (Vatika)
Unbranded players account for
the 23rd of the total market(Vatika)
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OPPORTUNITIES
Untapped
Market(Chyawanprash)
Market Development
Export opportunities
Innovation
Increasing income level of the
middle class Creating additional consumption
pattern
THREATS
Existing Competition( like
Himani baidyanath and Zandu for
Dabur Chyawanprash and MaricoKeo
Karpin HLL and Bajaj for Vatika Hair Oil)
New Entrants
Threat from substitutes (like
Bryllcream for Vatika hair oil)
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OBJECTIVE OF THE STUDY
The major objective of the survey is to collect the data from outlets in the
specified areas where cold drinks are to be sold
To make an assessment of availability of several brands of dabur in
different packs and size in the specified areas
To make an assessment of market presence program of the dabur
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Research Methodology
Data collection
Sample unit
1) working people (including men amp women) amp housewife
2) college students
3) school students
4) senior citizens
5) Retailer
Sample size
1 working people amp housewife 30
2 college students 25
3 school students 20
4 senior citizens 15
5 Retailer 10
Sampling techniques
Judgmental sampling techniques used
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Sampling region
Sampling region will be DELHI in rural area
Data collection method
1 Primary data It will be collected with the help of a self administered
questionnaire
2 Secondary data it will be collected with the help of books research
papers magazines news papers journals internet etc
3
Research instruments
Questionnaire design
As the questionnaire is self administrated one the survey will be simple and user
friendly Words used in questionnaire will be readily understandable to all
respondent Also technical jargons will be avoided to ensure that there is no
confusion for respondents
Data Analysis - Data analysis will be done with the help of MS Excel and SPSS
Software
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DATA ANALYSIS
DABUR CHYAWANPRASH
1 AWARNESS LEVEL
I
NTERPRETATION-
According to serveyAll person are know the dabur100 person of dabur65
person kmow the Baidyanathamp Dabur 40 people of HimaniBaidyanath and
Dabur 60 person of ZanduHimaniBaidyanath and Dabur
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2 PREFERRED BRAND
INTERPRETATION-
According to servey60 person are preferred dabur product 15 person are
preferred Baidynath product 15 person are preferred Himani product 10 person
are preferred Zandu
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3SATISFACTION LEVEL
INTERPRETATION-
According to servey100 satisfaction level of dabur product 80 satisfaction level
of Baidynath product 80 satisfaction level of Himani product
60 satisfaction level of Zandu product
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4 REASONS FOR SELECTING A PARTICULAR BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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81
5HOW DID YOU COME TO KNOW ABOUT THIS BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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6 PREFERRED PACK SIZE
INTERPRETATION-
According to servey50 person are preferred 500gm product 30 person are
preferred 1kg product 20 person are preferred 250gm product
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8 REASON TO SELECT PREFERRED PACK SIZE
INTERPRETATION-
According to servey20 person are select product of itrsquos availability pack size
40 person are select product of itrsquos price pack size 25 person are select
product of itrsquos family pack size 15 person are select product of itrsquos storage
pack size
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9 FREQUENCY OF
PURCHASE
INTERPRETATION-
According to servey30 People are purchase product after one month 55
People are purchase product after two months 15 People are purchase
product after six months
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COMPETITOR ANALYSIS
The key competitorrsquos of Dabur in the Chyawanprash segment are Baidyanath
Zandu and Himani which together with Dabur have about 85 of Indias domestic
market
Dabur is Indias largest Ayurvedic medicine supplier and the fourth largest
producer of FMCG It was established in 1884 and had grown to a business level
in 2003 of about 650 million dollars per year though only a fraction of that is
involved with Ayurvedic medicine Dabur Chyawanprash (herbal honey) has a
market share of 61We have tried to analyse the competition for Dabur in the
Chyawanprash segment as follows
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87
The Himani Group
It founded in 1974 provides a diverse range of products doing 110 million dollars
of business annually though only a portion is involved with Ayurvedic products
through its Himani line the company is mainly involved with toiletries and
cosmetics but also provides Chyawanprash and other health productsIts market
share is 12
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CONCLUSIONS
The Chyawanprash Industry is yet to capture the beverage market in full swing Packed Chyawanprash
followed by Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts the market The consumerrsquos patriotic love for tea and coffee is unfared
Chyawanprash are yet to establish their supplement use in the average household here in lies the great
opportunities Within the market it is safe to conclude that dabur has hit off ratherwell with the
masses
dabur has clearly lost it head start advantage and thereby acquiring just 35 of the market share while
others enjoys rest of the market share This could be well attributed to dabor successful ATA
(Availability Taste and Affordability) marketing module the attributes most rated by the consumersLack of publicity has hampered the growth progress of the brand so aggressive advertising is needed to
promote Chyawanprash and vatika hair oil brand
The brands such as that of Chyawanprash by vednath Chyawanprash with its lsquosonacahndi lsquoMinute-
madersquo and also US food giantssDel Monte are ready to hit the Chyawanprash market very soon
As the strategies of the companies keeps on changing be it in Chyawanprash industry a company has
to create perceptions and cover them into realities It is an expensive proposition requiring huge
expenditure on advertising sponsorships and media Thus the ideal company will be the one which
combines the high end technology with consumer insight
As 16 of the excise duty is exempted on food products in this budget Many food companies including
Dabur got benefited from it On the analysis of survey it was found that target Market of Chyawanprash
want quality benefit rather then Price benefit so it is better to stress on quality rather than on
decreasing price to increase sales and profit
To increase market share Dabur should give slight price benefit on Dabur brand so that customers of
other Juice brand should switch from other brand to Dabur brand
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89
Findings
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey100 satisfaction level of dabur product 80 satisfaction level of
Baidynath product 80 satisfaction level of Himani product 60 satisfaction level of
Zandu product
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis According to servey50 person are preferred 500gm
product 30 person are preferred 1kg product 20 person are preferred 250gm
product
According to servey20 person are select product of itrsquos availability pack size 40
person are select product of itrsquos price pack size 25 person are select product of itrsquos
family pack size 15 person are select product of itrsquos storage pack size
According to servey30 People are purchase product after one month 55 People are
purchase product after two months 15 People are purchase product after six months
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90
LIMITATIONS
No study is free from limitations The limitations of this study can be
Sample size taken is small and may not be sufficient to predict theresults with 100 accuracy
The result is based on primary and secondary data that has itrsquos own limitations
The study only covers the area of Delhi that may not beapplicable to other areas
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91
RECOMMENDATIONS
Focus on growing core brands across categories
Reaching out to new geographies within Hapur area
Improve operational efficiencies by leveraging technology
Be the preferred company to meet the health and personal grooming needs of
our target consumers with safe efficacious natural solutions by synthesizing the
deep knowledge of ayurveda and herbs with modern science
Provide consumers with innovative products within easy reach
Vatika hair care centre On the lines of Maricorsquos Kaya Skin Clinic Dabur
could start a venture called Vatika hair care centre which would provide total hair
care solutions It could have hair care experts to solve hair problemsServices could
include dandruff treatment straightening of hair treatment for split endsetc
Position Dabur Chyawanprash as not more of a medicine but as something
which is necessary for health
More initiatives like ldquo Dabur ki Deewarrdquo to increase brand visibility It is an
initiative to occupy shelf space
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92
BIBLIOGRAPHY
Books
Marketing Management Twelfth Edition ndash Philip Kotler amp Kevin Lane Keller
Websites
wwwgooglecom
wwwdaburcom
wwwtutor2unet
wwwbrandchannelcom
The time of india
Forbs magazing
Hinustan time
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YES NO
7Which pack size do you prefer
YES NO
8On what parameters do you choose this pack size
YES NO
9 how do u increase the company position
YES NO
10 how you increase your company position in market agains other company
YES NO
![Page 18: Making by Th Harsh Pandit](https://reader033.vdocuments.mx/reader033/viewer/2022052406/577cd3191a28ab9e7896af7d/html5/thumbnails/18.jpg)
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18
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 Intaxel (Paclitaxel) Dabur
Research Foundation develops an eco-friendly process to extract the drug from
its plant source
1996 - Enters foods business with the launch of Real Fruit Juice
1996 - Real 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 1000 crore mark
Dabur establishes its market leadership status by staging a turnover of
Rs1000 crores Across a span of over a 100 years Dabur has grown from a
small beginning based on traditional health care To a commanding position
amongst an august league of large corporate businesses
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19
2001 - Super specialty drugs
With the setting up of Dabur Oncologys sterile cytotoxic facility the
Company gains entry into 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
2002 - Dabur record sales of Rs 116319 crore on a net profit of Rs 644
crore
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 this 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 ISO 9002
certification
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20
Science for nature
Reinforcing its commitment to nature and its conservation Dabur Nepal a
subsidiary of Dabur India has set up fully automated greenhouses in Nepal
This scientific landmark helps to produce saplings of rare medicinal plants
that are under threat of extinction due to ecological degradation
2005 - Dabur acquires Balsara
As part of its inorganic growth strategy Dabur India acquires Balsaras
Hygiene and Home products businesses a leading provider of Oral Care and
Household Care products in the Indian market in a Rs 143-crore all-cash
deal
2005 - Dabur announces bonus after 12 years
Dabur India announced issue of 11 Bonus share to the shareholders of the
company ie one share for every one share held The Board also proposed an
increase in the authorized share capital of the company from existing Rs 50
crore to Rs 125 crore
2006 - Dabur crosses $2 bin market cap adopts US GAAP
Dabur India crosses the $2-billion mark in market capitalisation The
company also adopted US GAAP in line with its commitment to follow
global best practices and adopt highest standards of transparency and
governance
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21
2006 - Approves FCCBGDRADR up to $200 million
Moving forward on the inorganic growth path Dabur India decides to raise up
to $200 million from the international market through Bonds FCCBs GDRADR QIPs or any other securitiesThe capital raised will be used to fund
Daburs aggressive growth ambitions and acquisition plans in India and
abroad
2007 - Celebrating 10 years 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 HampB 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 amp Beauty format
2007 - Dabur Foods Merged With Dabur India
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
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22
Dabur has an illustrious Board of Directors who are committed to take the
company onto newer levels of human endeavour in the service of mankind The
Board comprises of
Chairman
Vice-
Chairman
Dr Anand
Burman
Mr Amit Burman
Whole Time Directors
Mr PD Narang Mr Sunil
Duggal
Mr Pradip Burman
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23
Non Whole Time Promoters Directors
Mr Mohit Burman
Independent Directors
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24
His Highness
Maharaja
=Mr P N
Vijay
Mr R C
Bhargava
Dr S Narayan
Sunil DuggalChief Executive Officer
Dabur India Limited
Sunil Duggal took over as the Chief Executive Officer
of Dabur India Limited in June 2002 holding reins of the
organisation he joined in 1995
Mr Duggal started his career as a management trainee in
Wimco Limited in 1981 after getting his Engineering
Degree (Electrical amp Electronics) from BITS Pilani and
Business Management from IIM Calcutta His stint atWimco continued till 1994 with a break in between
when he joined Bennett
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25
Spanning a career of over 20 years Sunil Duggal has travelled widely across Indiaand handled diverse portfolios that have helped him understand the dynamics of
FMCG businesses and market trends He is well versed in the intricacies of Indias
regional diversities and consumer needs
Mr Duggal lives in Delhi with his wife and one child Whenever he gets a break
from his official responsibilities Mr Duggal likes to spend time at home with his
family and an occasional round of golf
Coleman amp Co Ltd for a short period In 1994 he moved to Pepsi Foods as GM
Sales Operation
In 1995 he came into the Dabur family as General Manager (Sales amp Marketing)
of the Family Products Division with products like Dabur Amla Lal Dant Manjan
and Vatika in his portfolio This Division spearheaded the spectacular growth
recorded by Dabur in this period Vatika was also launched during this period and
is now the Companys second biggest brand
With his dynamic spirit and leadership abilities he soon became Vice-President
and SBU-Head of the Family Products Division In July 2000 Mr Duggal was
appointed Director Sales and Marketing of Dabur India Limited And in 2002 he
became the CEO of the Company - a professional with valuable experience to
steer the company ahead in its growth plans
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Good corporate governance and transparency in actions of the management is key
to a strong bond of trust with the Companyrsquos stakeholders Dabur understands the
importance of good governance and has constantly avoided an arbitrary decision-
making process Our initiatives towards this end include
Professionalisation of the board
Lean and active Board(reduced from 16 to 10 members)
Less number of promoters on the Board
More professionals and independent Directors for better management
Governed through Board committees for Audit Remuneration Shareholder
Grievances Compensation and Nominations
Meets all Corporate Governance Code requirements of SEBI
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28
When our Founder Dr S K Burman first established Dabur he had a vision that
saw beyond the profit motive In his words What is that life worth which cannot
bring comfort to others This ideal of a humane and equitable society led to
initiatives taken to give back some part of what Dabur has gained from the
community
Our major initiatives in the Social sector include
Establishment of the Sustainable Development Society or Sundesh in 1993
- a non-profit organisation to promote research and welfare activities in rural
areas
Promoting health and hygiene amongst the underpriviledged through the
Chunni Lal Medical Trust and
Organising the Plant for Life programme for schoolchildren - to create
environmental awareness amongst young minds
Our commitment to Environment
Ancient wisdom of conservation
From times immemorial Indian sages and men of wisdom have understood and
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29
appreciated the value of nature and its conservation Our ancestors recognised
that if we grabbed from nature beyond what was healthy it would lead to all
round degradation and even the extinction of humanity That is why nature was
sanctified and worshipped in the form of gods and goddesses
Dabur upholds the tradition
Today we at Dabur also value natures bounty Without the fruits of nature the
vision of Dabur would never have been fulfilled And that is the reason for our
unfailing commitment to ecological conservation and regeneration We would like
to follow the principles of our ancient texts which say
Dehi me dadami te - you give me and I give you
Back to Nature
Rare herbs and medicinal plants are our most valuable resource from which all
our products are derived Due to overexploitation of these resources and
unsustainable practices these plants and herbs are fast reaching the point of
extinction In view of this critical situation Dabur has initiated some significant
programmes for ecological regeneration and protection of endangered plantsecies
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30
Plants for Life
We have set up the Plants for Life project in the mountainous regions of the
Himalayas Under the project a high-tech greenhouse facility has been set up for
developing saplings of rare and endangered medicinal plants Fully computer-
controlled and monitored this greenhouse maintains the highly critical
environmental parameters required for their survival We are also developing
quality saplings of more than 20 herbs 8 of them endangered through micro
propagation
In addition satellite nurseries spread across mountain villages and
contract cultivation of medicinal herbs helps in maintaining the ecological
balance These measures have also helped provide local cultivators the scientific
knowledge for harvesting herbs and a steady source of income So that they are
not forced to exploit the environment to earn a livelihood
Living a Green Heritage
These are significant steps that can contribute to a better world for coming
generations To whom we would like to bequeath a world not bereft of nature
But full of flowering and fruit bearing trees animals birds and humans living in
good health and complete harmony
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Kashambi Corporate Office
Corporate Office
Kaushambi
Ghaziabad - 201010
Uttar Pradesh India
Tel
+91 (0120) 3982000 (30 Lines)
+91 (0120) 3001000 (30 Lines)
Registered Office
83 Asaf Ali Road
ew Delhi ndash 110 002
Tel +91 (011) 23253488
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33
DABUR WORLD WIDE
Daburs mission of popularizing a natural lifestyle transcends national boundaries Today
there is global awareness of alternative medicine nature-based and holistic lifestyles and
an interest in herbal products Dabur has been in the forefront of popularizing this
alternative way of life marketing its products in more than 50 countries all over the
world
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Our products World Wide
We have spread ourselves wide and deep to be in close touch with our overseas
consumers
Offices and representatives in Europe America and Africa
A special herbal health care and personal care range successfully selling in
markets of the Middle East Far East and several European countries
Inroads into European and American markets that have good potential due to
resurgence of the back-to-nature movement
Export of Active Pharmaceutical Ingredients (APIs) manufactured under strict
international quality benchmarks to Europe Latin America Africa and other Asian
countries
Export of food and textile grade natural gums extracted from traditional plant
sources
Partnerships and Production
Strategic partnerships with leading multinational food and health care
companies to introduce innovations in products and services
Manufacturing facilities spread across 3 overseas locations to optimise
production by utilising local resources and the most modern technology available
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35
OVERVIEW OF FMCG SECTOR IN INDIA
The Indian FMCG sector is
the fourth largest sector
in the economy with a
total market size in excess
of US$ 131 billion It has
a strong MNC presence
and is characterised by a
well-established
distribution network
intense competition
between the organised and
unorganised segments and
low operational cost Availability of key raw materials cheaper labour costs and
presence across the entire value chain gives India a competitive advantageThe FMCG market is set to treble from US$ 116 billion in 2003 to US$ 334
billion in 2015 Penetration level as well as per capita consumption in most
product categories like jams toothpaste skin care hair wash etc in India is low
indicating the untapped market potential Burgeoning Indian population
particularly the middle class and the rural segments presents an opportunity to
makers of branded products to convert consumers to branded products Growth is
also likely to come from consumer upgrading in the matured product categories
With 200 million people expected to shift to processed and packaged food by
2010 India needs around US$ 28 billion of investment in the food-processing
industry
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36
India is one of the largest emerging markets with a population of over one billion
India is one of the largest economies in the world in terms of purchasing power
and has a strong middle class base of 300 millionAround 70 per cent of the total
households in India (188 million) resides in the rural areas The total number of
rural households are expected to rise from 135 million in 2001-02 to 153 million
in 2009-10 This presents the largest potential market in the world The annual
size of the rural FMCG market was estimated at around US$ 105 billion in 2001-
02 With growing incomes at both the rural and the urban level the market
potential is expected to expand further
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37
TMarketing Mi
Product Place
Target
Market
Price Promotion
The firm attempts to generate a positive response in the target market by blending
these four marketing mix variables in an optimal manner
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38
A Summary Table of the Marketing Mix
The following table summarizes the marketing mix decisions including a list of
some of the aspects of each of the 4Ps
Summary of Marketing Mix Decisions
Product Price Place Promotion
Functionality
Appearance
Quality
Packaging
Brand
Warranty
ServiceSuppor
t
List price
Discounts
Allowances
Financing
Leasing
options
Channel members
Channel
motivation
Market coverage
Locations
Logistics
Service levels
Advertising
Personal
selling
Public
relations
Message
Media
Budget
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39
DABUR FOODS SELLING PROCESS
Dabur food process of selling starts from stockiest
CampFA dose not have any process to play in the process of selling of dabur
foods products They are just Clearing amp Forwarding Agents they store the
manufacturing products and then supply it to stockiest
Stockiest pay the money to dabur foods through demand draft
Stockiest further sells the products to retailers
Retailer finally sells the products to consumers
MARKETING HOW DABUR FOODS IS USING MIX
Product
Appearance Dabur tries to make its products appear very attractive
Quality Quality of the product is really unmatchable as it is tested number of
times and its products are processed using very advanced machinery and
technology
Packaging Dabur products packaging is done in such a way that its juices does
not get expired before 6 months inspite of perishable products
Brand Dabur itself is a very reputed and well known brand in the market and its
Real juice is also known all over India
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40
Warranty Dabur as such does not gives any warranty but if there is any problem
in its products before expiry then they replace the product
ServiceSupport Dabur foods provide full support to its stockiest retailers and
consumers what so ever the problem is
Price
List price Dabur decide its price according to its competitors and the price
structure is different for retailers and stockiest
Discounts There are different discounts for retailers stockiest and consumer from
time to time
Allowances Special allowances are gicen to stockiest sales man if he acives his
targets
Place
Channel members Channel members or business partners of dabur are its
stockiest retailers
Channel motivation Channel motivation for dabur is pull and push strategy
Market coverage Dabur Foods has a distribution network that covers 175 towns
and 75 thousand retail outlets making its product available to the consumers across
the country at ease
Locations Dabur foods try to cover or tries to place its products in each and every
shop and every location
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41
Promotion
Advertising Dabur products are advertised through television newspapers
magazine etc
Personal selling Dabur hardly do any personal selling except in tent shows and
road shows Same for less amp more for same
Media Media of promotion is TV Radio newspapers magazine
Budget Budget is Decided by finance team for different strategic business unit
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42
Critique of selling
In theory the purpose of selling is to help a customer realize his or her goals in an
economic fashion However in reality this is not always the case Customers can be influenced to purchase a product or service that initially was not of interest to
them Some salespeople are trained in the art of selling customers things they dont
need
Take for example the purchasing of a car a consumer may have a set of cars in
mind (called an evoked set) that she feels match her needs wants and budget She
may seek the advice of a salesperson given that a salesperson can help her realize
the right car given those criteria This can be a socially useful function salespeople
have specialized knowledge of products that can help consumers make an informed
decision However a salesperson may also talk a consumer into purchasing a more
expensive or perhaps larger car then she needs or can afford In this context the
salesperson may have usefully helped the customer re-evaluate her needs thereby
establishing a new set of appropriate choices among which included the newer orlarge car This again would be a helpful and useful service provided by the
salesperson However it is sometimes the case that customers purchase a product
or service that was not initially intended and remains an inappropriate purchase
after the fact On the other hand the consumer in this scenario can be held partially
responsible for the inappropriate purchase indeed A fool and his money are soon
parted (PT Barnum English proverbs)
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43
This dysfunctional behavior is encouraged by
Incentives of salespeople to increase their total number of sales especially where
retailers keep track of sales or offer commission-based salaries
Incentives from the manufactures of products or the companies of service
providers to salespeople to sell their products where other similar products
offered by competitors are offered
The incentive to sell a customer a product that is in need of being cleared
out despite the fact that a customer may be better to wait for the new
product
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Channel Of Distributions
Manufacturing Plant
Clearing and forwarding agent (different regions)
Stockist A Stockist B Stockist C
Retailers Retailers Retailers Retailers Retailers Retailers
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45
CONSUMERS
The above diagram it shows channel of distribution of dabur foods here first the products are manufactured and from Manufacturing plants the packed goods are
supplied to Clearing And Forwarding Agents(CampFA) and from here the goods are
then further supplied to number of Stockiest or Distributors from here goods
reaches to large number of Retailers and it is the duty of Stockiest to take orders
from retailers and then supply the goods to them this work is generally done by
stockiest salesman through ready stock or by taking orders first and then placing
the order From here the goods finally reaches to Customers Customer purchases
the product from retailers
This was the basic Channel of Distribution used by Dabur Foods now I will throw
light on each channel of distribution of Dabur Foods
Supply Chain Management
Supply chain management starts before physical distribution it involves procuring
the right inputs (raw materials components and capital equipment) converting
them into finished products and dispatching them to the final destinations The
supply chain perspective can help identify superior suppliers and distributors and
help them improve productivity which ultimately brings down the companyrsquos
costs
A broader view sees a company at the center of a value network that
includes its suppliers its immediate customers and their end customers The value
network includes valued relations with others such as university researchers
government approval agencies and so on
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46
MANUFACTURING PLANT
Dabur Foods has Number of products in its product line but its main area of
interest or the product on which they concentrate the most is Real Juice amp Coolers
Dabur has its manufacturing plant at Nepal and at Jaipur where juice is
manufactured and tested
PROCUREMENT amp TRANSPORT
Getting the raw material and packaging material requirement from the
production unit in charge
Constant updates on the procurement of materials and transport details
Production details and ingredient content information from the different personnel and coordinating this activity
PACKAGING
Approval and coordination of the supply of packaging material to the
production unit
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CLEARING AND FORWARDING AGENTA (CampFA)
From manufacturing plant the stock is transported or supplied to clearing
and forwarding agents
Clearing and Forwarding Agents is a third party and Dabur gives contract to
them so company has nothing to do in building the relationship with them
Here CampFA keep or stock the goods with them
They charge dabur for stocking the good and even dabur donrsquot mind doing
so as it is a measure of cost cutting as well as there is no need for gowdowns
and maintenance
For Ghazizbad Meerut Delhi NCR there is one CampFA whish is situated in
Mohan Nagar here all goods which dabur foods hare kept here
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STOCKIEST OR DISTRIBUTORS
Stockiest store the products in their godowns CampFA supplies the goods to
them as per their order
Stockiest has some sales men working under him they are known as
stockiest sales man Their work is to place the products in the market and
take order from retailers and then supply goods to them
Sales man either take ready stock with them or they first take orders and
then supply goods later on
There is a beat which is a schedule route of sales man means sales man has
to daily cover the route as mention in the beat
Merchandising making products visible pasting posters putting banners
and seeing that goods are properly placed in the retail outlets is also the duty
of stockiest sales man
Companiesrsquo sales officer keeps a check on the stockiest and monthly report
is also prepared which is further analyzed by ASM amp ZSM
In Noida Dabur has 1 stockist and in Ghaziabad 1
RETAILERS
Retailers are backbone of the company as they are the one who can take the
product on new heights or can bring it down to toes
Stockiest supplies goods to retailers and tries Persuading retailers to give the
brand special displays (using merchandising tools) to get affective brand
presence and arranging it in more noticeable manner
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49
Classification of outlets in different type of markets is different according to
their sales volume
TYPES OF RETAILS OUTLETS
Class Average Monthly Business
A Above 10000
B 5000-10000
C Upto 5000
Margin of retailers is always higher than stockiest
Retailers are the one who have direct contact with the customers
Dabur Foods has a distribution network that covers 175 towns and 75
thousand retail outlets making its product available to the consumers across
the country at ease
TYPES OF RETAIL MARKET
The retail market can be classified on the basis of magnitude of retail
SCATTERED MARKET
Lesser no of outlets and
Extensive outlets
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50
BLOCK MARKET
Large no of retail outlets in chunk
SUPER MARKET
Through their superior information logistical systems and buying power deliver
good service and immense volumes of products at attractive prices
CHAIN OUTLETS
Having more than one key outlet all across with a single control unit and central
purchasing strategy
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51
M PRODUCT LINE
Foods
Real
Real Activ
Hommade
Lemoneez
Capsico
Health Care
Baby Care
Dabur Lal Tail
Dabur Baby Olive Oil
Dabur Janma Ghunti
Health Supplements
Dabur Chyawanprash Dabur Glucose D
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Digestives
Hajmola Yumstick
Hajmola Mast Masala
Anardana
Hajmola
Hajmola Candy
Hajmola Candy Fun2
Pudin Hara (Liquid and Pearls)
Pudin Hara G
Dabur Hingoli
Natural Cures
Shilajit Gold
Nature Care Sat Isabgol
Shilajit
Ring Ring
Itch Care
Backaid
Shankha Pushpi Dabur Balm
Sarbyna Strong
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53
Personal Care
Hair Care Oil
Amla Hair Oil
Amla Lite Hair Oil
Vatika Hair Oil
Anmol Sarson Amla
Hair Care Shampoo
Anmol Silky Black Shampoo
Vatika Henna Conditioning Shampoo
Vatika AntiDandruff Shampoo
Anmol Natural Shine Shampoo
Oral Care
Dabur Red Gel
Dabur Red Toothpaste
Babool Toothpaste
Dabur Lal Dant Manjan
Dabur Binaca
Toothbrush
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55
Dabur Amongst Top Three Most
Respected FMCG Companies
Dabur Real Bags Gold In Readers
Digest Trusted Brand Awards
Dabur Figures In Top Great PlaceTo Work 2006 List
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56
Dabur has been ranked
amongst Indias Most
Innovative Companies by
a Business Today-Monitor
Group survey
Hajmola has been ranked
34th in Indiarsquos 100 Most
Valuable Brands list
Hajmola one of the
strongest brands in
Daburs portfolio
has been listed
among the Top 18
Iconic Brands in
India that have
stood the test oftime
Dabur Indiarsquos fruit juice
brand Reacuteal awarded the
Three Dabur brands --
Hajmola Dabur Amla and
Hajmola moves up
11 spots to take the
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57
Readerrsquos Digest Gold
Trusted Brand Award
2008 in the food amp
beverages category
Vatika -- have debuted in
the Economic Times
Brand Equitys Most
Trusted Brands 2008 list
Besides Dabur Foods has
climbed up to take the
40th spot
34th position
among Indias Top
100 Most Valuable
Brands of 2008
released by 4Ps and
ICMR
Dabur India Ltd has been ranked 28th in the list of Indias Top 50 Most
valuable (Company) Brands by Brand Finance
newu was voted the Most
Admired New Retail
Launch of the year at
Images Retail Awards
Dabur India CEO Mr
Sunil Duggal was named
Best Corporate Leader of
2008 at the BampE
Leadership and Excellence
Dabur India Ltd
was ranked the
Business Leader in
the FMCG -
Personal Care
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58
Awards Category at the
NDTV Profit
Business
Leadership Award
2008
Dabur India Ltd CEO Mr
Sunil Duggal has been
ranked among Indias
Most valueable CEOs by
Business World
Dabur India Ltd has been listed among the Super
100 of India Inc prepared by Business India
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59
Dedicated to the health and well being of every household
This is our company We accept personal responsibility and accountability to meet business needs
We all are leaders in our area of responsibility with a deep commitment to deliver results We are determined to be the best at doing what matters most
People are our most important asset We add value through result driven training and we encourage amp reward excellence
We have superior understanding of consumer needs and develop products to fulfill them better
We work together on the principle of mutual trust amp transparency in a boundary-less organisation We are intellectually honest in advocating proposals includingrecognizing risks
Continuous innovation in products amp processes is the basis of our success
We are committed to the achievement of business success with integrity We are honest with consumers with business partners and with each other
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60
INTRODUCTION OF DABUR CHYWANPRASH
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Dabur Chyawanprash the trusted name for your entire familys health
Dabur Chyawanprash has anti-oxidant properties amp strengthens your bodysinternal defense mechanism the immune system thereby protecting you fromeveryday infections cough cold amp stress etc
At a time when flu and viruses are everywhere your immunity system provides the best prevention from these deadly diseases Chyawanprash a time-tested age-
old formulation has a number of herbs like Amla known to be one of the bestantioxidants Giloy (Guduchi) known to have immuno modulatory properties andhas more than 40 other natural ingredients to boost immunity
Dabur Chyawanprash The Health Giver
Derived from 2500-year-old Ayurvedic formula
Totally chemical-free natural and safe Powerful combination of herbs and plant extracts in a
base of Amla fruit pulp Refined by Dabur to provide traditional goodness with best quality
Reinforces the immune system amp helps fight disease Trusted health provider of a majority of Indian households
Usage
Dabur Chyawanprash has a tangy sweet-sour taste and the consistency of jamIt can be taken directly or with milk and as bread spread In all cases itstherapeutic properties remain stable and active In winters have a glass ofwarm milk after having Chyawanprash In summers have a glass of cold milkafter having Chyawanprash
Dose
1-2 teaspoonful
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STP ANALYSIS OF DABUR CHYAWANPRASH
SEGMENTATION
Dabur Chyawanprash is the market leader in the Chyawanprash segment It
comes under the category of health supplements The segments that it considers
are growing kids competitive youth ever busy housewives and the aged
For the growing kids In todays competitive environment the children are under
high pressure to excel
For the competitive youth Modern life keeps the youth busy and demands them
to be active and efficient
For ever-busy housewives The homemaker needs to be fit in order to shoulder
all responsibilities
For the aged Old age weakens a person physically and mentally
After segmenting the population into these categories it aims to keep them fit
and healthy
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TARGETING
Traditionally chyawanprash was supposed to be a health supplement for the
aged and kids Dabur Chyawanprash (DCP) is now targeting adults housewives
youth and kids This it is trying to achieve through its promotion activities by
making Amitabh Bacchan and Vivek Oberoi do the endorsement act Amitabh
has been projected as a user of Chyawanprash attempting to establish the
relevance of DCP amongst the adults in todayrsquos demanding lifestyle Vivek who
represents an urban ambitious non-user with a mindset that Chyawanprash is not
for him meets his moment of truth when outperformed by a young
Chyawanprash user thus reaching out to kids His final conversion from a non-
user to a Chyawanprash user connects with the Youth These two ads compliment
each other and connect very well with the targeted consumers
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POSITIONING
Andar se strongrdquo Dabur chyawanprash has the tag line Andar se strongrdquo By
using a natural language instead of scientific language it is able to connect with
the consumers and is able to achieve a better positioning in the minds of the
Indian health conscious consumer A category like Chyawanprash for instance
needs to understand that in employing the category language it loses any chance
of expressing its own benefit distinctively
Holistic Health benefit of Ayurveda Dabur Chyawanprash helps in stimulating
immune system relieving stress improving stamina fighting aging through anti-
oxidant property improving lung function fighting respiratory infections amp
building resistance to disease The brand conveys this health conscious holistic
view of the product
Brand Trust Over 100 years of Daburrsquos experience in Ayurveda ensures selection
processing and quality control of right herbs along with scientific and clinical
studies ndash makes DCP a trustworthy offering for consumers Consumers view DCP
as a product by a trusted brand and therefore do not need to think twice beforemaking a purchasing decisio
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65
MARKETING MIX OF DABUR CHYAWANPRASH
Dabur Chyawanprash is the market leader in the chyawanprash segment and has
achieved this with its innovative product offering pricing strategy easy
availability and promotion campaigns In the marketing mix of Dabur we shall be
discussing the 4 Ps of marketing mix with respect to Dabur Chyawanprash The
mix shall be analyzed as followed
Product
Price
Place
Promotion
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Product Price Promotion Place
bull Product
Variety
bull Quality
bull Design
bull Features
bull Brand
Names
bull Services
bull List Price
bull Discount
bull Financing
Schemes
bull Credit Terms
bull Advertising amp
Promotion
bull Public Relations
bull Sponsorships
bull Internet
Marketing
bull Channels
bull Location
bull Inventory
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PRODUCT
Dabur Chyawanprash is the leader in the Chyawanprash category
and enjoys a market share of 61 per cent In 50s Dabur pioneered the
concept of branded Chyawanprash and since has invested heavily in
product development clinical studies and consumer awareness The
product is essentially a health supplement
Known as the ldquoelixir of liferdquo Chyawanprash has (clinically) proven benefits in
maintaining smooth body functioning The principal ingredient Amla (Indian
Gooseberry) acts as an anti-oxidant and immuno-stimulant Dabur Chyawanprash
helps in stimulating immune system relieving stress improving stamina fighting
aging through anti-oxidant property improving lung function fighting respiratory
infections amp building resistance to disease It is these properties that make Dabur
Chyawanprash a preferred choice for its users
Ingredients of Dabur Chyawanprash
Vishwast Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts
Special Vishwast fortified with additional health beneficial herbs like
Keshar Akarkara etc
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Packaging
n
The figure above shows the evolution of the packaging of Dabur Chyawanprash
Dabur continuously innovates the package and branding of its chayawanprash It
launched Dabur Chyawanprash first in 1949 in a tin pack and it was the first
branded Chyawanprash in India Later Dabur came out with its new packet of
Chyawanprash with Amitabh Bachchan as their brand ambassador It also
received ldquoBrand Relaunch of the Year ldquoaward from IMA
Available in
Dabur Chyawanprash is available in three sizes to cater to the needs of different
types of people
1 One kilogram pack
2 500 gram pack
3 250 gram pack
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PRICE
The pricing of Dabur chyawanprash is very competitive Dabur chyawanprash uses
second degree price discrimination ie more the quantity lower the price
1kg Rs19500
500gms Rs11000
250gms Rs 6200
PRICEQUALITY MATRIX
Pricerarr
Quality
darr
High Middle Low
High
Luxury
Segment
Ideal For
Penetration
DABUR
CHYAWANPRASH
Premiere
Offering
Middle
Overpriced Average Real
Bargain
Low
Make The Sale
and Run
Unhappy
Customers
Cheap
Goods
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PLACE
Dabur has a very wide distribution of its products through 16 million retail outlets
and 50 C amp F agents all over India who distribute products to the retailers Adistribution of C amp F agents and manufacturing locations is given below
Daburrsquos distribution network extends beyond India in the following countries as
well
Distribution Network
Central North amp South America
Australia
Asia
Middle East
North amp South Africa
East amp West Europe
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PROMOTION
The main form of promotional activities of Dabur chyawanprash are concentrated
towards advertising and it has neglible sales promotional activities
Advertising
Nothing can happen without establishing the brandrsquos heritage emphasizing
technological prowess explaining benefits and building bonds with prospective
buyers Ads are necessary because the images are still mouldable and fluid and
the consumerrsquos sophistication level is low Dabur chyawanprash is advertised on
print media as well as on television
The company has launched two ads one each with Amitabh and Vivek in
national electronic media followed by a series of print media campaign directed
towards creating awareness to educate people about the holistic benefits of
ChyawanprashThe ads have been created by McCann Ericsson and the company
would be spending close to Rs 10 crore in promotional campaign this year The
ads would also be translated in Bengali These advertisements are supposed to
target the old and the younger generation respectively
Thecompany has launched a new ad with MS Dhoni who is leader of Indian
cricket team
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SWOT ANALYSIS OF DABUR
STRENGTHS
Strong presence in well defined
niches( like value added Hair Oil and
Ayurveda specialities)
Core knowledge of Ayurveda as
competitive advantage
Strong Brand Image
Product Development Strength
Strong Distribution Network
Extensive Supply Chain
IT Initiatives
R amp D ndash a key strength
WEAKNESS
Seasonal Demand( like
chyawanprash in winter and Vatika not
in winter)
Low Penetration(Chyawanprash)
High price(Vatika)
Limited differentiation (Vatika)
Unbranded players account for
the 23rd of the total market(Vatika)
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OPPORTUNITIES
Untapped
Market(Chyawanprash)
Market Development
Export opportunities
Innovation
Increasing income level of the
middle class Creating additional consumption
pattern
THREATS
Existing Competition( like
Himani baidyanath and Zandu for
Dabur Chyawanprash and MaricoKeo
Karpin HLL and Bajaj for Vatika Hair Oil)
New Entrants
Threat from substitutes (like
Bryllcream for Vatika hair oil)
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74
OBJECTIVE OF THE STUDY
The major objective of the survey is to collect the data from outlets in the
specified areas where cold drinks are to be sold
To make an assessment of availability of several brands of dabur in
different packs and size in the specified areas
To make an assessment of market presence program of the dabur
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Research Methodology
Data collection
Sample unit
1) working people (including men amp women) amp housewife
2) college students
3) school students
4) senior citizens
5) Retailer
Sample size
1 working people amp housewife 30
2 college students 25
3 school students 20
4 senior citizens 15
5 Retailer 10
Sampling techniques
Judgmental sampling techniques used
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76
Sampling region
Sampling region will be DELHI in rural area
Data collection method
1 Primary data It will be collected with the help of a self administered
questionnaire
2 Secondary data it will be collected with the help of books research
papers magazines news papers journals internet etc
3
Research instruments
Questionnaire design
As the questionnaire is self administrated one the survey will be simple and user
friendly Words used in questionnaire will be readily understandable to all
respondent Also technical jargons will be avoided to ensure that there is no
confusion for respondents
Data Analysis - Data analysis will be done with the help of MS Excel and SPSS
Software
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DATA ANALYSIS
DABUR CHYAWANPRASH
1 AWARNESS LEVEL
I
NTERPRETATION-
According to serveyAll person are know the dabur100 person of dabur65
person kmow the Baidyanathamp Dabur 40 people of HimaniBaidyanath and
Dabur 60 person of ZanduHimaniBaidyanath and Dabur
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2 PREFERRED BRAND
INTERPRETATION-
According to servey60 person are preferred dabur product 15 person are
preferred Baidynath product 15 person are preferred Himani product 10 person
are preferred Zandu
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3SATISFACTION LEVEL
INTERPRETATION-
According to servey100 satisfaction level of dabur product 80 satisfaction level
of Baidynath product 80 satisfaction level of Himani product
60 satisfaction level of Zandu product
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80
4 REASONS FOR SELECTING A PARTICULAR BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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5HOW DID YOU COME TO KNOW ABOUT THIS BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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82
6 PREFERRED PACK SIZE
INTERPRETATION-
According to servey50 person are preferred 500gm product 30 person are
preferred 1kg product 20 person are preferred 250gm product
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83
8 REASON TO SELECT PREFERRED PACK SIZE
INTERPRETATION-
According to servey20 person are select product of itrsquos availability pack size
40 person are select product of itrsquos price pack size 25 person are select
product of itrsquos family pack size 15 person are select product of itrsquos storage
pack size
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84
9 FREQUENCY OF
PURCHASE
INTERPRETATION-
According to servey30 People are purchase product after one month 55
People are purchase product after two months 15 People are purchase
product after six months
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85
COMPETITOR ANALYSIS
The key competitorrsquos of Dabur in the Chyawanprash segment are Baidyanath
Zandu and Himani which together with Dabur have about 85 of Indias domestic
market
Dabur is Indias largest Ayurvedic medicine supplier and the fourth largest
producer of FMCG It was established in 1884 and had grown to a business level
in 2003 of about 650 million dollars per year though only a fraction of that is
involved with Ayurvedic medicine Dabur Chyawanprash (herbal honey) has a
market share of 61We have tried to analyse the competition for Dabur in the
Chyawanprash segment as follows
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87
The Himani Group
It founded in 1974 provides a diverse range of products doing 110 million dollars
of business annually though only a portion is involved with Ayurvedic products
through its Himani line the company is mainly involved with toiletries and
cosmetics but also provides Chyawanprash and other health productsIts market
share is 12
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CONCLUSIONS
The Chyawanprash Industry is yet to capture the beverage market in full swing Packed Chyawanprash
followed by Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts the market The consumerrsquos patriotic love for tea and coffee is unfared
Chyawanprash are yet to establish their supplement use in the average household here in lies the great
opportunities Within the market it is safe to conclude that dabur has hit off ratherwell with the
masses
dabur has clearly lost it head start advantage and thereby acquiring just 35 of the market share while
others enjoys rest of the market share This could be well attributed to dabor successful ATA
(Availability Taste and Affordability) marketing module the attributes most rated by the consumersLack of publicity has hampered the growth progress of the brand so aggressive advertising is needed to
promote Chyawanprash and vatika hair oil brand
The brands such as that of Chyawanprash by vednath Chyawanprash with its lsquosonacahndi lsquoMinute-
madersquo and also US food giantssDel Monte are ready to hit the Chyawanprash market very soon
As the strategies of the companies keeps on changing be it in Chyawanprash industry a company has
to create perceptions and cover them into realities It is an expensive proposition requiring huge
expenditure on advertising sponsorships and media Thus the ideal company will be the one which
combines the high end technology with consumer insight
As 16 of the excise duty is exempted on food products in this budget Many food companies including
Dabur got benefited from it On the analysis of survey it was found that target Market of Chyawanprash
want quality benefit rather then Price benefit so it is better to stress on quality rather than on
decreasing price to increase sales and profit
To increase market share Dabur should give slight price benefit on Dabur brand so that customers of
other Juice brand should switch from other brand to Dabur brand
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89
Findings
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey100 satisfaction level of dabur product 80 satisfaction level of
Baidynath product 80 satisfaction level of Himani product 60 satisfaction level of
Zandu product
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis According to servey50 person are preferred 500gm
product 30 person are preferred 1kg product 20 person are preferred 250gm
product
According to servey20 person are select product of itrsquos availability pack size 40
person are select product of itrsquos price pack size 25 person are select product of itrsquos
family pack size 15 person are select product of itrsquos storage pack size
According to servey30 People are purchase product after one month 55 People are
purchase product after two months 15 People are purchase product after six months
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90
LIMITATIONS
No study is free from limitations The limitations of this study can be
Sample size taken is small and may not be sufficient to predict theresults with 100 accuracy
The result is based on primary and secondary data that has itrsquos own limitations
The study only covers the area of Delhi that may not beapplicable to other areas
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91
RECOMMENDATIONS
Focus on growing core brands across categories
Reaching out to new geographies within Hapur area
Improve operational efficiencies by leveraging technology
Be the preferred company to meet the health and personal grooming needs of
our target consumers with safe efficacious natural solutions by synthesizing the
deep knowledge of ayurveda and herbs with modern science
Provide consumers with innovative products within easy reach
Vatika hair care centre On the lines of Maricorsquos Kaya Skin Clinic Dabur
could start a venture called Vatika hair care centre which would provide total hair
care solutions It could have hair care experts to solve hair problemsServices could
include dandruff treatment straightening of hair treatment for split endsetc
Position Dabur Chyawanprash as not more of a medicine but as something
which is necessary for health
More initiatives like ldquo Dabur ki Deewarrdquo to increase brand visibility It is an
initiative to occupy shelf space
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92
BIBLIOGRAPHY
Books
Marketing Management Twelfth Edition ndash Philip Kotler amp Kevin Lane Keller
Websites
wwwgooglecom
wwwdaburcom
wwwtutor2unet
wwwbrandchannelcom
The time of india
Forbs magazing
Hinustan time
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8132019 Making by Th Harsh Pandit
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YES NO
7Which pack size do you prefer
YES NO
8On what parameters do you choose this pack size
YES NO
9 how do u increase the company position
YES NO
10 how you increase your company position in market agains other company
YES NO
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19
2001 - Super specialty drugs
With the setting up of Dabur Oncologys sterile cytotoxic facility the
Company gains entry into 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
2002 - Dabur record sales of Rs 116319 crore on a net profit of Rs 644
crore
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 this 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 ISO 9002
certification
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20
Science for nature
Reinforcing its commitment to nature and its conservation Dabur Nepal a
subsidiary of Dabur India has set up fully automated greenhouses in Nepal
This scientific landmark helps to produce saplings of rare medicinal plants
that are under threat of extinction due to ecological degradation
2005 - Dabur acquires Balsara
As part of its inorganic growth strategy Dabur India acquires Balsaras
Hygiene and Home products businesses a leading provider of Oral Care and
Household Care products in the Indian market in a Rs 143-crore all-cash
deal
2005 - Dabur announces bonus after 12 years
Dabur India announced issue of 11 Bonus share to the shareholders of the
company ie one share for every one share held The Board also proposed an
increase in the authorized share capital of the company from existing Rs 50
crore to Rs 125 crore
2006 - Dabur crosses $2 bin market cap adopts US GAAP
Dabur India crosses the $2-billion mark in market capitalisation The
company also adopted US GAAP in line with its commitment to follow
global best practices and adopt highest standards of transparency and
governance
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21
2006 - Approves FCCBGDRADR up to $200 million
Moving forward on the inorganic growth path Dabur India decides to raise up
to $200 million from the international market through Bonds FCCBs GDRADR QIPs or any other securitiesThe capital raised will be used to fund
Daburs aggressive growth ambitions and acquisition plans in India and
abroad
2007 - Celebrating 10 years 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 HampB 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 amp Beauty format
2007 - Dabur Foods Merged With Dabur India
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
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22
Dabur has an illustrious Board of Directors who are committed to take the
company onto newer levels of human endeavour in the service of mankind The
Board comprises of
Chairman
Vice-
Chairman
Dr Anand
Burman
Mr Amit Burman
Whole Time Directors
Mr PD Narang Mr Sunil
Duggal
Mr Pradip Burman
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23
Non Whole Time Promoters Directors
Mr Mohit Burman
Independent Directors
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His Highness
Maharaja
=Mr P N
Vijay
Mr R C
Bhargava
Dr S Narayan
Sunil DuggalChief Executive Officer
Dabur India Limited
Sunil Duggal took over as the Chief Executive Officer
of Dabur India Limited in June 2002 holding reins of the
organisation he joined in 1995
Mr Duggal started his career as a management trainee in
Wimco Limited in 1981 after getting his Engineering
Degree (Electrical amp Electronics) from BITS Pilani and
Business Management from IIM Calcutta His stint atWimco continued till 1994 with a break in between
when he joined Bennett
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Spanning a career of over 20 years Sunil Duggal has travelled widely across Indiaand handled diverse portfolios that have helped him understand the dynamics of
FMCG businesses and market trends He is well versed in the intricacies of Indias
regional diversities and consumer needs
Mr Duggal lives in Delhi with his wife and one child Whenever he gets a break
from his official responsibilities Mr Duggal likes to spend time at home with his
family and an occasional round of golf
Coleman amp Co Ltd for a short period In 1994 he moved to Pepsi Foods as GM
Sales Operation
In 1995 he came into the Dabur family as General Manager (Sales amp Marketing)
of the Family Products Division with products like Dabur Amla Lal Dant Manjan
and Vatika in his portfolio This Division spearheaded the spectacular growth
recorded by Dabur in this period Vatika was also launched during this period and
is now the Companys second biggest brand
With his dynamic spirit and leadership abilities he soon became Vice-President
and SBU-Head of the Family Products Division In July 2000 Mr Duggal was
appointed Director Sales and Marketing of Dabur India Limited And in 2002 he
became the CEO of the Company - a professional with valuable experience to
steer the company ahead in its growth plans
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27
Good corporate governance and transparency in actions of the management is key
to a strong bond of trust with the Companyrsquos stakeholders Dabur understands the
importance of good governance and has constantly avoided an arbitrary decision-
making process Our initiatives towards this end include
Professionalisation of the board
Lean and active Board(reduced from 16 to 10 members)
Less number of promoters on the Board
More professionals and independent Directors for better management
Governed through Board committees for Audit Remuneration Shareholder
Grievances Compensation and Nominations
Meets all Corporate Governance Code requirements of SEBI
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28
When our Founder Dr S K Burman first established Dabur he had a vision that
saw beyond the profit motive In his words What is that life worth which cannot
bring comfort to others This ideal of a humane and equitable society led to
initiatives taken to give back some part of what Dabur has gained from the
community
Our major initiatives in the Social sector include
Establishment of the Sustainable Development Society or Sundesh in 1993
- a non-profit organisation to promote research and welfare activities in rural
areas
Promoting health and hygiene amongst the underpriviledged through the
Chunni Lal Medical Trust and
Organising the Plant for Life programme for schoolchildren - to create
environmental awareness amongst young minds
Our commitment to Environment
Ancient wisdom of conservation
From times immemorial Indian sages and men of wisdom have understood and
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29
appreciated the value of nature and its conservation Our ancestors recognised
that if we grabbed from nature beyond what was healthy it would lead to all
round degradation and even the extinction of humanity That is why nature was
sanctified and worshipped in the form of gods and goddesses
Dabur upholds the tradition
Today we at Dabur also value natures bounty Without the fruits of nature the
vision of Dabur would never have been fulfilled And that is the reason for our
unfailing commitment to ecological conservation and regeneration We would like
to follow the principles of our ancient texts which say
Dehi me dadami te - you give me and I give you
Back to Nature
Rare herbs and medicinal plants are our most valuable resource from which all
our products are derived Due to overexploitation of these resources and
unsustainable practices these plants and herbs are fast reaching the point of
extinction In view of this critical situation Dabur has initiated some significant
programmes for ecological regeneration and protection of endangered plantsecies
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30
Plants for Life
We have set up the Plants for Life project in the mountainous regions of the
Himalayas Under the project a high-tech greenhouse facility has been set up for
developing saplings of rare and endangered medicinal plants Fully computer-
controlled and monitored this greenhouse maintains the highly critical
environmental parameters required for their survival We are also developing
quality saplings of more than 20 herbs 8 of them endangered through micro
propagation
In addition satellite nurseries spread across mountain villages and
contract cultivation of medicinal herbs helps in maintaining the ecological
balance These measures have also helped provide local cultivators the scientific
knowledge for harvesting herbs and a steady source of income So that they are
not forced to exploit the environment to earn a livelihood
Living a Green Heritage
These are significant steps that can contribute to a better world for coming
generations To whom we would like to bequeath a world not bereft of nature
But full of flowering and fruit bearing trees animals birds and humans living in
good health and complete harmony
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31
Kashambi Corporate Office
Corporate Office
Kaushambi
Ghaziabad - 201010
Uttar Pradesh India
Tel
+91 (0120) 3982000 (30 Lines)
+91 (0120) 3001000 (30 Lines)
Registered Office
83 Asaf Ali Road
ew Delhi ndash 110 002
Tel +91 (011) 23253488
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33
DABUR WORLD WIDE
Daburs mission of popularizing a natural lifestyle transcends national boundaries Today
there is global awareness of alternative medicine nature-based and holistic lifestyles and
an interest in herbal products Dabur has been in the forefront of popularizing this
alternative way of life marketing its products in more than 50 countries all over the
world
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34
Our products World Wide
We have spread ourselves wide and deep to be in close touch with our overseas
consumers
Offices and representatives in Europe America and Africa
A special herbal health care and personal care range successfully selling in
markets of the Middle East Far East and several European countries
Inroads into European and American markets that have good potential due to
resurgence of the back-to-nature movement
Export of Active Pharmaceutical Ingredients (APIs) manufactured under strict
international quality benchmarks to Europe Latin America Africa and other Asian
countries
Export of food and textile grade natural gums extracted from traditional plant
sources
Partnerships and Production
Strategic partnerships with leading multinational food and health care
companies to introduce innovations in products and services
Manufacturing facilities spread across 3 overseas locations to optimise
production by utilising local resources and the most modern technology available
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35
OVERVIEW OF FMCG SECTOR IN INDIA
The Indian FMCG sector is
the fourth largest sector
in the economy with a
total market size in excess
of US$ 131 billion It has
a strong MNC presence
and is characterised by a
well-established
distribution network
intense competition
between the organised and
unorganised segments and
low operational cost Availability of key raw materials cheaper labour costs and
presence across the entire value chain gives India a competitive advantageThe FMCG market is set to treble from US$ 116 billion in 2003 to US$ 334
billion in 2015 Penetration level as well as per capita consumption in most
product categories like jams toothpaste skin care hair wash etc in India is low
indicating the untapped market potential Burgeoning Indian population
particularly the middle class and the rural segments presents an opportunity to
makers of branded products to convert consumers to branded products Growth is
also likely to come from consumer upgrading in the matured product categories
With 200 million people expected to shift to processed and packaged food by
2010 India needs around US$ 28 billion of investment in the food-processing
industry
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36
India is one of the largest emerging markets with a population of over one billion
India is one of the largest economies in the world in terms of purchasing power
and has a strong middle class base of 300 millionAround 70 per cent of the total
households in India (188 million) resides in the rural areas The total number of
rural households are expected to rise from 135 million in 2001-02 to 153 million
in 2009-10 This presents the largest potential market in the world The annual
size of the rural FMCG market was estimated at around US$ 105 billion in 2001-
02 With growing incomes at both the rural and the urban level the market
potential is expected to expand further
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TMarketing Mi
Product Place
Target
Market
Price Promotion
The firm attempts to generate a positive response in the target market by blending
these four marketing mix variables in an optimal manner
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38
A Summary Table of the Marketing Mix
The following table summarizes the marketing mix decisions including a list of
some of the aspects of each of the 4Ps
Summary of Marketing Mix Decisions
Product Price Place Promotion
Functionality
Appearance
Quality
Packaging
Brand
Warranty
ServiceSuppor
t
List price
Discounts
Allowances
Financing
Leasing
options
Channel members
Channel
motivation
Market coverage
Locations
Logistics
Service levels
Advertising
Personal
selling
Public
relations
Message
Media
Budget
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39
DABUR FOODS SELLING PROCESS
Dabur food process of selling starts from stockiest
CampFA dose not have any process to play in the process of selling of dabur
foods products They are just Clearing amp Forwarding Agents they store the
manufacturing products and then supply it to stockiest
Stockiest pay the money to dabur foods through demand draft
Stockiest further sells the products to retailers
Retailer finally sells the products to consumers
MARKETING HOW DABUR FOODS IS USING MIX
Product
Appearance Dabur tries to make its products appear very attractive
Quality Quality of the product is really unmatchable as it is tested number of
times and its products are processed using very advanced machinery and
technology
Packaging Dabur products packaging is done in such a way that its juices does
not get expired before 6 months inspite of perishable products
Brand Dabur itself is a very reputed and well known brand in the market and its
Real juice is also known all over India
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40
Warranty Dabur as such does not gives any warranty but if there is any problem
in its products before expiry then they replace the product
ServiceSupport Dabur foods provide full support to its stockiest retailers and
consumers what so ever the problem is
Price
List price Dabur decide its price according to its competitors and the price
structure is different for retailers and stockiest
Discounts There are different discounts for retailers stockiest and consumer from
time to time
Allowances Special allowances are gicen to stockiest sales man if he acives his
targets
Place
Channel members Channel members or business partners of dabur are its
stockiest retailers
Channel motivation Channel motivation for dabur is pull and push strategy
Market coverage Dabur Foods has a distribution network that covers 175 towns
and 75 thousand retail outlets making its product available to the consumers across
the country at ease
Locations Dabur foods try to cover or tries to place its products in each and every
shop and every location
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Promotion
Advertising Dabur products are advertised through television newspapers
magazine etc
Personal selling Dabur hardly do any personal selling except in tent shows and
road shows Same for less amp more for same
Media Media of promotion is TV Radio newspapers magazine
Budget Budget is Decided by finance team for different strategic business unit
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Critique of selling
In theory the purpose of selling is to help a customer realize his or her goals in an
economic fashion However in reality this is not always the case Customers can be influenced to purchase a product or service that initially was not of interest to
them Some salespeople are trained in the art of selling customers things they dont
need
Take for example the purchasing of a car a consumer may have a set of cars in
mind (called an evoked set) that she feels match her needs wants and budget She
may seek the advice of a salesperson given that a salesperson can help her realize
the right car given those criteria This can be a socially useful function salespeople
have specialized knowledge of products that can help consumers make an informed
decision However a salesperson may also talk a consumer into purchasing a more
expensive or perhaps larger car then she needs or can afford In this context the
salesperson may have usefully helped the customer re-evaluate her needs thereby
establishing a new set of appropriate choices among which included the newer orlarge car This again would be a helpful and useful service provided by the
salesperson However it is sometimes the case that customers purchase a product
or service that was not initially intended and remains an inappropriate purchase
after the fact On the other hand the consumer in this scenario can be held partially
responsible for the inappropriate purchase indeed A fool and his money are soon
parted (PT Barnum English proverbs)
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This dysfunctional behavior is encouraged by
Incentives of salespeople to increase their total number of sales especially where
retailers keep track of sales or offer commission-based salaries
Incentives from the manufactures of products or the companies of service
providers to salespeople to sell their products where other similar products
offered by competitors are offered
The incentive to sell a customer a product that is in need of being cleared
out despite the fact that a customer may be better to wait for the new
product
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Channel Of Distributions
Manufacturing Plant
Clearing and forwarding agent (different regions)
Stockist A Stockist B Stockist C
Retailers Retailers Retailers Retailers Retailers Retailers
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CONSUMERS
The above diagram it shows channel of distribution of dabur foods here first the products are manufactured and from Manufacturing plants the packed goods are
supplied to Clearing And Forwarding Agents(CampFA) and from here the goods are
then further supplied to number of Stockiest or Distributors from here goods
reaches to large number of Retailers and it is the duty of Stockiest to take orders
from retailers and then supply the goods to them this work is generally done by
stockiest salesman through ready stock or by taking orders first and then placing
the order From here the goods finally reaches to Customers Customer purchases
the product from retailers
This was the basic Channel of Distribution used by Dabur Foods now I will throw
light on each channel of distribution of Dabur Foods
Supply Chain Management
Supply chain management starts before physical distribution it involves procuring
the right inputs (raw materials components and capital equipment) converting
them into finished products and dispatching them to the final destinations The
supply chain perspective can help identify superior suppliers and distributors and
help them improve productivity which ultimately brings down the companyrsquos
costs
A broader view sees a company at the center of a value network that
includes its suppliers its immediate customers and their end customers The value
network includes valued relations with others such as university researchers
government approval agencies and so on
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MANUFACTURING PLANT
Dabur Foods has Number of products in its product line but its main area of
interest or the product on which they concentrate the most is Real Juice amp Coolers
Dabur has its manufacturing plant at Nepal and at Jaipur where juice is
manufactured and tested
PROCUREMENT amp TRANSPORT
Getting the raw material and packaging material requirement from the
production unit in charge
Constant updates on the procurement of materials and transport details
Production details and ingredient content information from the different personnel and coordinating this activity
PACKAGING
Approval and coordination of the supply of packaging material to the
production unit
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CLEARING AND FORWARDING AGENTA (CampFA)
From manufacturing plant the stock is transported or supplied to clearing
and forwarding agents
Clearing and Forwarding Agents is a third party and Dabur gives contract to
them so company has nothing to do in building the relationship with them
Here CampFA keep or stock the goods with them
They charge dabur for stocking the good and even dabur donrsquot mind doing
so as it is a measure of cost cutting as well as there is no need for gowdowns
and maintenance
For Ghazizbad Meerut Delhi NCR there is one CampFA whish is situated in
Mohan Nagar here all goods which dabur foods hare kept here
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STOCKIEST OR DISTRIBUTORS
Stockiest store the products in their godowns CampFA supplies the goods to
them as per their order
Stockiest has some sales men working under him they are known as
stockiest sales man Their work is to place the products in the market and
take order from retailers and then supply goods to them
Sales man either take ready stock with them or they first take orders and
then supply goods later on
There is a beat which is a schedule route of sales man means sales man has
to daily cover the route as mention in the beat
Merchandising making products visible pasting posters putting banners
and seeing that goods are properly placed in the retail outlets is also the duty
of stockiest sales man
Companiesrsquo sales officer keeps a check on the stockiest and monthly report
is also prepared which is further analyzed by ASM amp ZSM
In Noida Dabur has 1 stockist and in Ghaziabad 1
RETAILERS
Retailers are backbone of the company as they are the one who can take the
product on new heights or can bring it down to toes
Stockiest supplies goods to retailers and tries Persuading retailers to give the
brand special displays (using merchandising tools) to get affective brand
presence and arranging it in more noticeable manner
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Classification of outlets in different type of markets is different according to
their sales volume
TYPES OF RETAILS OUTLETS
Class Average Monthly Business
A Above 10000
B 5000-10000
C Upto 5000
Margin of retailers is always higher than stockiest
Retailers are the one who have direct contact with the customers
Dabur Foods has a distribution network that covers 175 towns and 75
thousand retail outlets making its product available to the consumers across
the country at ease
TYPES OF RETAIL MARKET
The retail market can be classified on the basis of magnitude of retail
SCATTERED MARKET
Lesser no of outlets and
Extensive outlets
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BLOCK MARKET
Large no of retail outlets in chunk
SUPER MARKET
Through their superior information logistical systems and buying power deliver
good service and immense volumes of products at attractive prices
CHAIN OUTLETS
Having more than one key outlet all across with a single control unit and central
purchasing strategy
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M PRODUCT LINE
Foods
Real
Real Activ
Hommade
Lemoneez
Capsico
Health Care
Baby Care
Dabur Lal Tail
Dabur Baby Olive Oil
Dabur Janma Ghunti
Health Supplements
Dabur Chyawanprash Dabur Glucose D
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Digestives
Hajmola Yumstick
Hajmola Mast Masala
Anardana
Hajmola
Hajmola Candy
Hajmola Candy Fun2
Pudin Hara (Liquid and Pearls)
Pudin Hara G
Dabur Hingoli
Natural Cures
Shilajit Gold
Nature Care Sat Isabgol
Shilajit
Ring Ring
Itch Care
Backaid
Shankha Pushpi Dabur Balm
Sarbyna Strong
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Personal Care
Hair Care Oil
Amla Hair Oil
Amla Lite Hair Oil
Vatika Hair Oil
Anmol Sarson Amla
Hair Care Shampoo
Anmol Silky Black Shampoo
Vatika Henna Conditioning Shampoo
Vatika AntiDandruff Shampoo
Anmol Natural Shine Shampoo
Oral Care
Dabur Red Gel
Dabur Red Toothpaste
Babool Toothpaste
Dabur Lal Dant Manjan
Dabur Binaca
Toothbrush
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Dabur Amongst Top Three Most
Respected FMCG Companies
Dabur Real Bags Gold In Readers
Digest Trusted Brand Awards
Dabur Figures In Top Great PlaceTo Work 2006 List
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Dabur has been ranked
amongst Indias Most
Innovative Companies by
a Business Today-Monitor
Group survey
Hajmola has been ranked
34th in Indiarsquos 100 Most
Valuable Brands list
Hajmola one of the
strongest brands in
Daburs portfolio
has been listed
among the Top 18
Iconic Brands in
India that have
stood the test oftime
Dabur Indiarsquos fruit juice
brand Reacuteal awarded the
Three Dabur brands --
Hajmola Dabur Amla and
Hajmola moves up
11 spots to take the
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Readerrsquos Digest Gold
Trusted Brand Award
2008 in the food amp
beverages category
Vatika -- have debuted in
the Economic Times
Brand Equitys Most
Trusted Brands 2008 list
Besides Dabur Foods has
climbed up to take the
40th spot
34th position
among Indias Top
100 Most Valuable
Brands of 2008
released by 4Ps and
ICMR
Dabur India Ltd has been ranked 28th in the list of Indias Top 50 Most
valuable (Company) Brands by Brand Finance
newu was voted the Most
Admired New Retail
Launch of the year at
Images Retail Awards
Dabur India CEO Mr
Sunil Duggal was named
Best Corporate Leader of
2008 at the BampE
Leadership and Excellence
Dabur India Ltd
was ranked the
Business Leader in
the FMCG -
Personal Care
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58
Awards Category at the
NDTV Profit
Business
Leadership Award
2008
Dabur India Ltd CEO Mr
Sunil Duggal has been
ranked among Indias
Most valueable CEOs by
Business World
Dabur India Ltd has been listed among the Super
100 of India Inc prepared by Business India
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Dedicated to the health and well being of every household
This is our company We accept personal responsibility and accountability to meet business needs
We all are leaders in our area of responsibility with a deep commitment to deliver results We are determined to be the best at doing what matters most
People are our most important asset We add value through result driven training and we encourage amp reward excellence
We have superior understanding of consumer needs and develop products to fulfill them better
We work together on the principle of mutual trust amp transparency in a boundary-less organisation We are intellectually honest in advocating proposals includingrecognizing risks
Continuous innovation in products amp processes is the basis of our success
We are committed to the achievement of business success with integrity We are honest with consumers with business partners and with each other
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INTRODUCTION OF DABUR CHYWANPRASH
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Dabur Chyawanprash the trusted name for your entire familys health
Dabur Chyawanprash has anti-oxidant properties amp strengthens your bodysinternal defense mechanism the immune system thereby protecting you fromeveryday infections cough cold amp stress etc
At a time when flu and viruses are everywhere your immunity system provides the best prevention from these deadly diseases Chyawanprash a time-tested age-
old formulation has a number of herbs like Amla known to be one of the bestantioxidants Giloy (Guduchi) known to have immuno modulatory properties andhas more than 40 other natural ingredients to boost immunity
Dabur Chyawanprash The Health Giver
Derived from 2500-year-old Ayurvedic formula
Totally chemical-free natural and safe Powerful combination of herbs and plant extracts in a
base of Amla fruit pulp Refined by Dabur to provide traditional goodness with best quality
Reinforces the immune system amp helps fight disease Trusted health provider of a majority of Indian households
Usage
Dabur Chyawanprash has a tangy sweet-sour taste and the consistency of jamIt can be taken directly or with milk and as bread spread In all cases itstherapeutic properties remain stable and active In winters have a glass ofwarm milk after having Chyawanprash In summers have a glass of cold milkafter having Chyawanprash
Dose
1-2 teaspoonful
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STP ANALYSIS OF DABUR CHYAWANPRASH
SEGMENTATION
Dabur Chyawanprash is the market leader in the Chyawanprash segment It
comes under the category of health supplements The segments that it considers
are growing kids competitive youth ever busy housewives and the aged
For the growing kids In todays competitive environment the children are under
high pressure to excel
For the competitive youth Modern life keeps the youth busy and demands them
to be active and efficient
For ever-busy housewives The homemaker needs to be fit in order to shoulder
all responsibilities
For the aged Old age weakens a person physically and mentally
After segmenting the population into these categories it aims to keep them fit
and healthy
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TARGETING
Traditionally chyawanprash was supposed to be a health supplement for the
aged and kids Dabur Chyawanprash (DCP) is now targeting adults housewives
youth and kids This it is trying to achieve through its promotion activities by
making Amitabh Bacchan and Vivek Oberoi do the endorsement act Amitabh
has been projected as a user of Chyawanprash attempting to establish the
relevance of DCP amongst the adults in todayrsquos demanding lifestyle Vivek who
represents an urban ambitious non-user with a mindset that Chyawanprash is not
for him meets his moment of truth when outperformed by a young
Chyawanprash user thus reaching out to kids His final conversion from a non-
user to a Chyawanprash user connects with the Youth These two ads compliment
each other and connect very well with the targeted consumers
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POSITIONING
Andar se strongrdquo Dabur chyawanprash has the tag line Andar se strongrdquo By
using a natural language instead of scientific language it is able to connect with
the consumers and is able to achieve a better positioning in the minds of the
Indian health conscious consumer A category like Chyawanprash for instance
needs to understand that in employing the category language it loses any chance
of expressing its own benefit distinctively
Holistic Health benefit of Ayurveda Dabur Chyawanprash helps in stimulating
immune system relieving stress improving stamina fighting aging through anti-
oxidant property improving lung function fighting respiratory infections amp
building resistance to disease The brand conveys this health conscious holistic
view of the product
Brand Trust Over 100 years of Daburrsquos experience in Ayurveda ensures selection
processing and quality control of right herbs along with scientific and clinical
studies ndash makes DCP a trustworthy offering for consumers Consumers view DCP
as a product by a trusted brand and therefore do not need to think twice beforemaking a purchasing decisio
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MARKETING MIX OF DABUR CHYAWANPRASH
Dabur Chyawanprash is the market leader in the chyawanprash segment and has
achieved this with its innovative product offering pricing strategy easy
availability and promotion campaigns In the marketing mix of Dabur we shall be
discussing the 4 Ps of marketing mix with respect to Dabur Chyawanprash The
mix shall be analyzed as followed
Product
Price
Place
Promotion
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Product Price Promotion Place
bull Product
Variety
bull Quality
bull Design
bull Features
bull Brand
Names
bull Services
bull List Price
bull Discount
bull Financing
Schemes
bull Credit Terms
bull Advertising amp
Promotion
bull Public Relations
bull Sponsorships
bull Internet
Marketing
bull Channels
bull Location
bull Inventory
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PRODUCT
Dabur Chyawanprash is the leader in the Chyawanprash category
and enjoys a market share of 61 per cent In 50s Dabur pioneered the
concept of branded Chyawanprash and since has invested heavily in
product development clinical studies and consumer awareness The
product is essentially a health supplement
Known as the ldquoelixir of liferdquo Chyawanprash has (clinically) proven benefits in
maintaining smooth body functioning The principal ingredient Amla (Indian
Gooseberry) acts as an anti-oxidant and immuno-stimulant Dabur Chyawanprash
helps in stimulating immune system relieving stress improving stamina fighting
aging through anti-oxidant property improving lung function fighting respiratory
infections amp building resistance to disease It is these properties that make Dabur
Chyawanprash a preferred choice for its users
Ingredients of Dabur Chyawanprash
Vishwast Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts
Special Vishwast fortified with additional health beneficial herbs like
Keshar Akarkara etc
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Packaging
n
The figure above shows the evolution of the packaging of Dabur Chyawanprash
Dabur continuously innovates the package and branding of its chayawanprash It
launched Dabur Chyawanprash first in 1949 in a tin pack and it was the first
branded Chyawanprash in India Later Dabur came out with its new packet of
Chyawanprash with Amitabh Bachchan as their brand ambassador It also
received ldquoBrand Relaunch of the Year ldquoaward from IMA
Available in
Dabur Chyawanprash is available in three sizes to cater to the needs of different
types of people
1 One kilogram pack
2 500 gram pack
3 250 gram pack
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PRICE
The pricing of Dabur chyawanprash is very competitive Dabur chyawanprash uses
second degree price discrimination ie more the quantity lower the price
1kg Rs19500
500gms Rs11000
250gms Rs 6200
PRICEQUALITY MATRIX
Pricerarr
Quality
darr
High Middle Low
High
Luxury
Segment
Ideal For
Penetration
DABUR
CHYAWANPRASH
Premiere
Offering
Middle
Overpriced Average Real
Bargain
Low
Make The Sale
and Run
Unhappy
Customers
Cheap
Goods
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PLACE
Dabur has a very wide distribution of its products through 16 million retail outlets
and 50 C amp F agents all over India who distribute products to the retailers Adistribution of C amp F agents and manufacturing locations is given below
Daburrsquos distribution network extends beyond India in the following countries as
well
Distribution Network
Central North amp South America
Australia
Asia
Middle East
North amp South Africa
East amp West Europe
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PROMOTION
The main form of promotional activities of Dabur chyawanprash are concentrated
towards advertising and it has neglible sales promotional activities
Advertising
Nothing can happen without establishing the brandrsquos heritage emphasizing
technological prowess explaining benefits and building bonds with prospective
buyers Ads are necessary because the images are still mouldable and fluid and
the consumerrsquos sophistication level is low Dabur chyawanprash is advertised on
print media as well as on television
The company has launched two ads one each with Amitabh and Vivek in
national electronic media followed by a series of print media campaign directed
towards creating awareness to educate people about the holistic benefits of
ChyawanprashThe ads have been created by McCann Ericsson and the company
would be spending close to Rs 10 crore in promotional campaign this year The
ads would also be translated in Bengali These advertisements are supposed to
target the old and the younger generation respectively
Thecompany has launched a new ad with MS Dhoni who is leader of Indian
cricket team
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SWOT ANALYSIS OF DABUR
STRENGTHS
Strong presence in well defined
niches( like value added Hair Oil and
Ayurveda specialities)
Core knowledge of Ayurveda as
competitive advantage
Strong Brand Image
Product Development Strength
Strong Distribution Network
Extensive Supply Chain
IT Initiatives
R amp D ndash a key strength
WEAKNESS
Seasonal Demand( like
chyawanprash in winter and Vatika not
in winter)
Low Penetration(Chyawanprash)
High price(Vatika)
Limited differentiation (Vatika)
Unbranded players account for
the 23rd of the total market(Vatika)
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OPPORTUNITIES
Untapped
Market(Chyawanprash)
Market Development
Export opportunities
Innovation
Increasing income level of the
middle class Creating additional consumption
pattern
THREATS
Existing Competition( like
Himani baidyanath and Zandu for
Dabur Chyawanprash and MaricoKeo
Karpin HLL and Bajaj for Vatika Hair Oil)
New Entrants
Threat from substitutes (like
Bryllcream for Vatika hair oil)
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OBJECTIVE OF THE STUDY
The major objective of the survey is to collect the data from outlets in the
specified areas where cold drinks are to be sold
To make an assessment of availability of several brands of dabur in
different packs and size in the specified areas
To make an assessment of market presence program of the dabur
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Research Methodology
Data collection
Sample unit
1) working people (including men amp women) amp housewife
2) college students
3) school students
4) senior citizens
5) Retailer
Sample size
1 working people amp housewife 30
2 college students 25
3 school students 20
4 senior citizens 15
5 Retailer 10
Sampling techniques
Judgmental sampling techniques used
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Sampling region
Sampling region will be DELHI in rural area
Data collection method
1 Primary data It will be collected with the help of a self administered
questionnaire
2 Secondary data it will be collected with the help of books research
papers magazines news papers journals internet etc
3
Research instruments
Questionnaire design
As the questionnaire is self administrated one the survey will be simple and user
friendly Words used in questionnaire will be readily understandable to all
respondent Also technical jargons will be avoided to ensure that there is no
confusion for respondents
Data Analysis - Data analysis will be done with the help of MS Excel and SPSS
Software
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DATA ANALYSIS
DABUR CHYAWANPRASH
1 AWARNESS LEVEL
I
NTERPRETATION-
According to serveyAll person are know the dabur100 person of dabur65
person kmow the Baidyanathamp Dabur 40 people of HimaniBaidyanath and
Dabur 60 person of ZanduHimaniBaidyanath and Dabur
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2 PREFERRED BRAND
INTERPRETATION-
According to servey60 person are preferred dabur product 15 person are
preferred Baidynath product 15 person are preferred Himani product 10 person
are preferred Zandu
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3SATISFACTION LEVEL
INTERPRETATION-
According to servey100 satisfaction level of dabur product 80 satisfaction level
of Baidynath product 80 satisfaction level of Himani product
60 satisfaction level of Zandu product
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4 REASONS FOR SELECTING A PARTICULAR BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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5HOW DID YOU COME TO KNOW ABOUT THIS BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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6 PREFERRED PACK SIZE
INTERPRETATION-
According to servey50 person are preferred 500gm product 30 person are
preferred 1kg product 20 person are preferred 250gm product
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8 REASON TO SELECT PREFERRED PACK SIZE
INTERPRETATION-
According to servey20 person are select product of itrsquos availability pack size
40 person are select product of itrsquos price pack size 25 person are select
product of itrsquos family pack size 15 person are select product of itrsquos storage
pack size
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9 FREQUENCY OF
PURCHASE
INTERPRETATION-
According to servey30 People are purchase product after one month 55
People are purchase product after two months 15 People are purchase
product after six months
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COMPETITOR ANALYSIS
The key competitorrsquos of Dabur in the Chyawanprash segment are Baidyanath
Zandu and Himani which together with Dabur have about 85 of Indias domestic
market
Dabur is Indias largest Ayurvedic medicine supplier and the fourth largest
producer of FMCG It was established in 1884 and had grown to a business level
in 2003 of about 650 million dollars per year though only a fraction of that is
involved with Ayurvedic medicine Dabur Chyawanprash (herbal honey) has a
market share of 61We have tried to analyse the competition for Dabur in the
Chyawanprash segment as follows
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The Himani Group
It founded in 1974 provides a diverse range of products doing 110 million dollars
of business annually though only a portion is involved with Ayurvedic products
through its Himani line the company is mainly involved with toiletries and
cosmetics but also provides Chyawanprash and other health productsIts market
share is 12
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CONCLUSIONS
The Chyawanprash Industry is yet to capture the beverage market in full swing Packed Chyawanprash
followed by Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts the market The consumerrsquos patriotic love for tea and coffee is unfared
Chyawanprash are yet to establish their supplement use in the average household here in lies the great
opportunities Within the market it is safe to conclude that dabur has hit off ratherwell with the
masses
dabur has clearly lost it head start advantage and thereby acquiring just 35 of the market share while
others enjoys rest of the market share This could be well attributed to dabor successful ATA
(Availability Taste and Affordability) marketing module the attributes most rated by the consumersLack of publicity has hampered the growth progress of the brand so aggressive advertising is needed to
promote Chyawanprash and vatika hair oil brand
The brands such as that of Chyawanprash by vednath Chyawanprash with its lsquosonacahndi lsquoMinute-
madersquo and also US food giantssDel Monte are ready to hit the Chyawanprash market very soon
As the strategies of the companies keeps on changing be it in Chyawanprash industry a company has
to create perceptions and cover them into realities It is an expensive proposition requiring huge
expenditure on advertising sponsorships and media Thus the ideal company will be the one which
combines the high end technology with consumer insight
As 16 of the excise duty is exempted on food products in this budget Many food companies including
Dabur got benefited from it On the analysis of survey it was found that target Market of Chyawanprash
want quality benefit rather then Price benefit so it is better to stress on quality rather than on
decreasing price to increase sales and profit
To increase market share Dabur should give slight price benefit on Dabur brand so that customers of
other Juice brand should switch from other brand to Dabur brand
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Findings
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey100 satisfaction level of dabur product 80 satisfaction level of
Baidynath product 80 satisfaction level of Himani product 60 satisfaction level of
Zandu product
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis According to servey50 person are preferred 500gm
product 30 person are preferred 1kg product 20 person are preferred 250gm
product
According to servey20 person are select product of itrsquos availability pack size 40
person are select product of itrsquos price pack size 25 person are select product of itrsquos
family pack size 15 person are select product of itrsquos storage pack size
According to servey30 People are purchase product after one month 55 People are
purchase product after two months 15 People are purchase product after six months
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LIMITATIONS
No study is free from limitations The limitations of this study can be
Sample size taken is small and may not be sufficient to predict theresults with 100 accuracy
The result is based on primary and secondary data that has itrsquos own limitations
The study only covers the area of Delhi that may not beapplicable to other areas
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RECOMMENDATIONS
Focus on growing core brands across categories
Reaching out to new geographies within Hapur area
Improve operational efficiencies by leveraging technology
Be the preferred company to meet the health and personal grooming needs of
our target consumers with safe efficacious natural solutions by synthesizing the
deep knowledge of ayurveda and herbs with modern science
Provide consumers with innovative products within easy reach
Vatika hair care centre On the lines of Maricorsquos Kaya Skin Clinic Dabur
could start a venture called Vatika hair care centre which would provide total hair
care solutions It could have hair care experts to solve hair problemsServices could
include dandruff treatment straightening of hair treatment for split endsetc
Position Dabur Chyawanprash as not more of a medicine but as something
which is necessary for health
More initiatives like ldquo Dabur ki Deewarrdquo to increase brand visibility It is an
initiative to occupy shelf space
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BIBLIOGRAPHY
Books
Marketing Management Twelfth Edition ndash Philip Kotler amp Kevin Lane Keller
Websites
wwwgooglecom
wwwdaburcom
wwwtutor2unet
wwwbrandchannelcom
The time of india
Forbs magazing
Hinustan time
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YES NO
7Which pack size do you prefer
YES NO
8On what parameters do you choose this pack size
YES NO
9 how do u increase the company position
YES NO
10 how you increase your company position in market agains other company
YES NO
![Page 20: Making by Th Harsh Pandit](https://reader033.vdocuments.mx/reader033/viewer/2022052406/577cd3191a28ab9e7896af7d/html5/thumbnails/20.jpg)
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Science for nature
Reinforcing its commitment to nature and its conservation Dabur Nepal a
subsidiary of Dabur India has set up fully automated greenhouses in Nepal
This scientific landmark helps to produce saplings of rare medicinal plants
that are under threat of extinction due to ecological degradation
2005 - Dabur acquires Balsara
As part of its inorganic growth strategy Dabur India acquires Balsaras
Hygiene and Home products businesses a leading provider of Oral Care and
Household Care products in the Indian market in a Rs 143-crore all-cash
deal
2005 - Dabur announces bonus after 12 years
Dabur India announced issue of 11 Bonus share to the shareholders of the
company ie one share for every one share held The Board also proposed an
increase in the authorized share capital of the company from existing Rs 50
crore to Rs 125 crore
2006 - Dabur crosses $2 bin market cap adopts US GAAP
Dabur India crosses the $2-billion mark in market capitalisation The
company also adopted US GAAP in line with its commitment to follow
global best practices and adopt highest standards of transparency and
governance
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2006 - Approves FCCBGDRADR up to $200 million
Moving forward on the inorganic growth path Dabur India decides to raise up
to $200 million from the international market through Bonds FCCBs GDRADR QIPs or any other securitiesThe capital raised will be used to fund
Daburs aggressive growth ambitions and acquisition plans in India and
abroad
2007 - Celebrating 10 years 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 HampB 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 amp Beauty format
2007 - Dabur Foods Merged With Dabur India
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
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Dabur has an illustrious Board of Directors who are committed to take the
company onto newer levels of human endeavour in the service of mankind The
Board comprises of
Chairman
Vice-
Chairman
Dr Anand
Burman
Mr Amit Burman
Whole Time Directors
Mr PD Narang Mr Sunil
Duggal
Mr Pradip Burman
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Non Whole Time Promoters Directors
Mr Mohit Burman
Independent Directors
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His Highness
Maharaja
=Mr P N
Vijay
Mr R C
Bhargava
Dr S Narayan
Sunil DuggalChief Executive Officer
Dabur India Limited
Sunil Duggal took over as the Chief Executive Officer
of Dabur India Limited in June 2002 holding reins of the
organisation he joined in 1995
Mr Duggal started his career as a management trainee in
Wimco Limited in 1981 after getting his Engineering
Degree (Electrical amp Electronics) from BITS Pilani and
Business Management from IIM Calcutta His stint atWimco continued till 1994 with a break in between
when he joined Bennett
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Spanning a career of over 20 years Sunil Duggal has travelled widely across Indiaand handled diverse portfolios that have helped him understand the dynamics of
FMCG businesses and market trends He is well versed in the intricacies of Indias
regional diversities and consumer needs
Mr Duggal lives in Delhi with his wife and one child Whenever he gets a break
from his official responsibilities Mr Duggal likes to spend time at home with his
family and an occasional round of golf
Coleman amp Co Ltd for a short period In 1994 he moved to Pepsi Foods as GM
Sales Operation
In 1995 he came into the Dabur family as General Manager (Sales amp Marketing)
of the Family Products Division with products like Dabur Amla Lal Dant Manjan
and Vatika in his portfolio This Division spearheaded the spectacular growth
recorded by Dabur in this period Vatika was also launched during this period and
is now the Companys second biggest brand
With his dynamic spirit and leadership abilities he soon became Vice-President
and SBU-Head of the Family Products Division In July 2000 Mr Duggal was
appointed Director Sales and Marketing of Dabur India Limited And in 2002 he
became the CEO of the Company - a professional with valuable experience to
steer the company ahead in its growth plans
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Good corporate governance and transparency in actions of the management is key
to a strong bond of trust with the Companyrsquos stakeholders Dabur understands the
importance of good governance and has constantly avoided an arbitrary decision-
making process Our initiatives towards this end include
Professionalisation of the board
Lean and active Board(reduced from 16 to 10 members)
Less number of promoters on the Board
More professionals and independent Directors for better management
Governed through Board committees for Audit Remuneration Shareholder
Grievances Compensation and Nominations
Meets all Corporate Governance Code requirements of SEBI
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When our Founder Dr S K Burman first established Dabur he had a vision that
saw beyond the profit motive In his words What is that life worth which cannot
bring comfort to others This ideal of a humane and equitable society led to
initiatives taken to give back some part of what Dabur has gained from the
community
Our major initiatives in the Social sector include
Establishment of the Sustainable Development Society or Sundesh in 1993
- a non-profit organisation to promote research and welfare activities in rural
areas
Promoting health and hygiene amongst the underpriviledged through the
Chunni Lal Medical Trust and
Organising the Plant for Life programme for schoolchildren - to create
environmental awareness amongst young minds
Our commitment to Environment
Ancient wisdom of conservation
From times immemorial Indian sages and men of wisdom have understood and
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appreciated the value of nature and its conservation Our ancestors recognised
that if we grabbed from nature beyond what was healthy it would lead to all
round degradation and even the extinction of humanity That is why nature was
sanctified and worshipped in the form of gods and goddesses
Dabur upholds the tradition
Today we at Dabur also value natures bounty Without the fruits of nature the
vision of Dabur would never have been fulfilled And that is the reason for our
unfailing commitment to ecological conservation and regeneration We would like
to follow the principles of our ancient texts which say
Dehi me dadami te - you give me and I give you
Back to Nature
Rare herbs and medicinal plants are our most valuable resource from which all
our products are derived Due to overexploitation of these resources and
unsustainable practices these plants and herbs are fast reaching the point of
extinction In view of this critical situation Dabur has initiated some significant
programmes for ecological regeneration and protection of endangered plantsecies
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Plants for Life
We have set up the Plants for Life project in the mountainous regions of the
Himalayas Under the project a high-tech greenhouse facility has been set up for
developing saplings of rare and endangered medicinal plants Fully computer-
controlled and monitored this greenhouse maintains the highly critical
environmental parameters required for their survival We are also developing
quality saplings of more than 20 herbs 8 of them endangered through micro
propagation
In addition satellite nurseries spread across mountain villages and
contract cultivation of medicinal herbs helps in maintaining the ecological
balance These measures have also helped provide local cultivators the scientific
knowledge for harvesting herbs and a steady source of income So that they are
not forced to exploit the environment to earn a livelihood
Living a Green Heritage
These are significant steps that can contribute to a better world for coming
generations To whom we would like to bequeath a world not bereft of nature
But full of flowering and fruit bearing trees animals birds and humans living in
good health and complete harmony
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31
Kashambi Corporate Office
Corporate Office
Kaushambi
Ghaziabad - 201010
Uttar Pradesh India
Tel
+91 (0120) 3982000 (30 Lines)
+91 (0120) 3001000 (30 Lines)
Registered Office
83 Asaf Ali Road
ew Delhi ndash 110 002
Tel +91 (011) 23253488
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DABUR WORLD WIDE
Daburs mission of popularizing a natural lifestyle transcends national boundaries Today
there is global awareness of alternative medicine nature-based and holistic lifestyles and
an interest in herbal products Dabur has been in the forefront of popularizing this
alternative way of life marketing its products in more than 50 countries all over the
world
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34
Our products World Wide
We have spread ourselves wide and deep to be in close touch with our overseas
consumers
Offices and representatives in Europe America and Africa
A special herbal health care and personal care range successfully selling in
markets of the Middle East Far East and several European countries
Inroads into European and American markets that have good potential due to
resurgence of the back-to-nature movement
Export of Active Pharmaceutical Ingredients (APIs) manufactured under strict
international quality benchmarks to Europe Latin America Africa and other Asian
countries
Export of food and textile grade natural gums extracted from traditional plant
sources
Partnerships and Production
Strategic partnerships with leading multinational food and health care
companies to introduce innovations in products and services
Manufacturing facilities spread across 3 overseas locations to optimise
production by utilising local resources and the most modern technology available
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35
OVERVIEW OF FMCG SECTOR IN INDIA
The Indian FMCG sector is
the fourth largest sector
in the economy with a
total market size in excess
of US$ 131 billion It has
a strong MNC presence
and is characterised by a
well-established
distribution network
intense competition
between the organised and
unorganised segments and
low operational cost Availability of key raw materials cheaper labour costs and
presence across the entire value chain gives India a competitive advantageThe FMCG market is set to treble from US$ 116 billion in 2003 to US$ 334
billion in 2015 Penetration level as well as per capita consumption in most
product categories like jams toothpaste skin care hair wash etc in India is low
indicating the untapped market potential Burgeoning Indian population
particularly the middle class and the rural segments presents an opportunity to
makers of branded products to convert consumers to branded products Growth is
also likely to come from consumer upgrading in the matured product categories
With 200 million people expected to shift to processed and packaged food by
2010 India needs around US$ 28 billion of investment in the food-processing
industry
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36
India is one of the largest emerging markets with a population of over one billion
India is one of the largest economies in the world in terms of purchasing power
and has a strong middle class base of 300 millionAround 70 per cent of the total
households in India (188 million) resides in the rural areas The total number of
rural households are expected to rise from 135 million in 2001-02 to 153 million
in 2009-10 This presents the largest potential market in the world The annual
size of the rural FMCG market was estimated at around US$ 105 billion in 2001-
02 With growing incomes at both the rural and the urban level the market
potential is expected to expand further
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37
TMarketing Mi
Product Place
Target
Market
Price Promotion
The firm attempts to generate a positive response in the target market by blending
these four marketing mix variables in an optimal manner
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38
A Summary Table of the Marketing Mix
The following table summarizes the marketing mix decisions including a list of
some of the aspects of each of the 4Ps
Summary of Marketing Mix Decisions
Product Price Place Promotion
Functionality
Appearance
Quality
Packaging
Brand
Warranty
ServiceSuppor
t
List price
Discounts
Allowances
Financing
Leasing
options
Channel members
Channel
motivation
Market coverage
Locations
Logistics
Service levels
Advertising
Personal
selling
Public
relations
Message
Media
Budget
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39
DABUR FOODS SELLING PROCESS
Dabur food process of selling starts from stockiest
CampFA dose not have any process to play in the process of selling of dabur
foods products They are just Clearing amp Forwarding Agents they store the
manufacturing products and then supply it to stockiest
Stockiest pay the money to dabur foods through demand draft
Stockiest further sells the products to retailers
Retailer finally sells the products to consumers
MARKETING HOW DABUR FOODS IS USING MIX
Product
Appearance Dabur tries to make its products appear very attractive
Quality Quality of the product is really unmatchable as it is tested number of
times and its products are processed using very advanced machinery and
technology
Packaging Dabur products packaging is done in such a way that its juices does
not get expired before 6 months inspite of perishable products
Brand Dabur itself is a very reputed and well known brand in the market and its
Real juice is also known all over India
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40
Warranty Dabur as such does not gives any warranty but if there is any problem
in its products before expiry then they replace the product
ServiceSupport Dabur foods provide full support to its stockiest retailers and
consumers what so ever the problem is
Price
List price Dabur decide its price according to its competitors and the price
structure is different for retailers and stockiest
Discounts There are different discounts for retailers stockiest and consumer from
time to time
Allowances Special allowances are gicen to stockiest sales man if he acives his
targets
Place
Channel members Channel members or business partners of dabur are its
stockiest retailers
Channel motivation Channel motivation for dabur is pull and push strategy
Market coverage Dabur Foods has a distribution network that covers 175 towns
and 75 thousand retail outlets making its product available to the consumers across
the country at ease
Locations Dabur foods try to cover or tries to place its products in each and every
shop and every location
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41
Promotion
Advertising Dabur products are advertised through television newspapers
magazine etc
Personal selling Dabur hardly do any personal selling except in tent shows and
road shows Same for less amp more for same
Media Media of promotion is TV Radio newspapers magazine
Budget Budget is Decided by finance team for different strategic business unit
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42
Critique of selling
In theory the purpose of selling is to help a customer realize his or her goals in an
economic fashion However in reality this is not always the case Customers can be influenced to purchase a product or service that initially was not of interest to
them Some salespeople are trained in the art of selling customers things they dont
need
Take for example the purchasing of a car a consumer may have a set of cars in
mind (called an evoked set) that she feels match her needs wants and budget She
may seek the advice of a salesperson given that a salesperson can help her realize
the right car given those criteria This can be a socially useful function salespeople
have specialized knowledge of products that can help consumers make an informed
decision However a salesperson may also talk a consumer into purchasing a more
expensive or perhaps larger car then she needs or can afford In this context the
salesperson may have usefully helped the customer re-evaluate her needs thereby
establishing a new set of appropriate choices among which included the newer orlarge car This again would be a helpful and useful service provided by the
salesperson However it is sometimes the case that customers purchase a product
or service that was not initially intended and remains an inappropriate purchase
after the fact On the other hand the consumer in this scenario can be held partially
responsible for the inappropriate purchase indeed A fool and his money are soon
parted (PT Barnum English proverbs)
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43
This dysfunctional behavior is encouraged by
Incentives of salespeople to increase their total number of sales especially where
retailers keep track of sales or offer commission-based salaries
Incentives from the manufactures of products or the companies of service
providers to salespeople to sell their products where other similar products
offered by competitors are offered
The incentive to sell a customer a product that is in need of being cleared
out despite the fact that a customer may be better to wait for the new
product
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44
Channel Of Distributions
Manufacturing Plant
Clearing and forwarding agent (different regions)
Stockist A Stockist B Stockist C
Retailers Retailers Retailers Retailers Retailers Retailers
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45
CONSUMERS
The above diagram it shows channel of distribution of dabur foods here first the products are manufactured and from Manufacturing plants the packed goods are
supplied to Clearing And Forwarding Agents(CampFA) and from here the goods are
then further supplied to number of Stockiest or Distributors from here goods
reaches to large number of Retailers and it is the duty of Stockiest to take orders
from retailers and then supply the goods to them this work is generally done by
stockiest salesman through ready stock or by taking orders first and then placing
the order From here the goods finally reaches to Customers Customer purchases
the product from retailers
This was the basic Channel of Distribution used by Dabur Foods now I will throw
light on each channel of distribution of Dabur Foods
Supply Chain Management
Supply chain management starts before physical distribution it involves procuring
the right inputs (raw materials components and capital equipment) converting
them into finished products and dispatching them to the final destinations The
supply chain perspective can help identify superior suppliers and distributors and
help them improve productivity which ultimately brings down the companyrsquos
costs
A broader view sees a company at the center of a value network that
includes its suppliers its immediate customers and their end customers The value
network includes valued relations with others such as university researchers
government approval agencies and so on
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46
MANUFACTURING PLANT
Dabur Foods has Number of products in its product line but its main area of
interest or the product on which they concentrate the most is Real Juice amp Coolers
Dabur has its manufacturing plant at Nepal and at Jaipur where juice is
manufactured and tested
PROCUREMENT amp TRANSPORT
Getting the raw material and packaging material requirement from the
production unit in charge
Constant updates on the procurement of materials and transport details
Production details and ingredient content information from the different personnel and coordinating this activity
PACKAGING
Approval and coordination of the supply of packaging material to the
production unit
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47
CLEARING AND FORWARDING AGENTA (CampFA)
From manufacturing plant the stock is transported or supplied to clearing
and forwarding agents
Clearing and Forwarding Agents is a third party and Dabur gives contract to
them so company has nothing to do in building the relationship with them
Here CampFA keep or stock the goods with them
They charge dabur for stocking the good and even dabur donrsquot mind doing
so as it is a measure of cost cutting as well as there is no need for gowdowns
and maintenance
For Ghazizbad Meerut Delhi NCR there is one CampFA whish is situated in
Mohan Nagar here all goods which dabur foods hare kept here
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48
STOCKIEST OR DISTRIBUTORS
Stockiest store the products in their godowns CampFA supplies the goods to
them as per their order
Stockiest has some sales men working under him they are known as
stockiest sales man Their work is to place the products in the market and
take order from retailers and then supply goods to them
Sales man either take ready stock with them or they first take orders and
then supply goods later on
There is a beat which is a schedule route of sales man means sales man has
to daily cover the route as mention in the beat
Merchandising making products visible pasting posters putting banners
and seeing that goods are properly placed in the retail outlets is also the duty
of stockiest sales man
Companiesrsquo sales officer keeps a check on the stockiest and monthly report
is also prepared which is further analyzed by ASM amp ZSM
In Noida Dabur has 1 stockist and in Ghaziabad 1
RETAILERS
Retailers are backbone of the company as they are the one who can take the
product on new heights or can bring it down to toes
Stockiest supplies goods to retailers and tries Persuading retailers to give the
brand special displays (using merchandising tools) to get affective brand
presence and arranging it in more noticeable manner
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49
Classification of outlets in different type of markets is different according to
their sales volume
TYPES OF RETAILS OUTLETS
Class Average Monthly Business
A Above 10000
B 5000-10000
C Upto 5000
Margin of retailers is always higher than stockiest
Retailers are the one who have direct contact with the customers
Dabur Foods has a distribution network that covers 175 towns and 75
thousand retail outlets making its product available to the consumers across
the country at ease
TYPES OF RETAIL MARKET
The retail market can be classified on the basis of magnitude of retail
SCATTERED MARKET
Lesser no of outlets and
Extensive outlets
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50
BLOCK MARKET
Large no of retail outlets in chunk
SUPER MARKET
Through their superior information logistical systems and buying power deliver
good service and immense volumes of products at attractive prices
CHAIN OUTLETS
Having more than one key outlet all across with a single control unit and central
purchasing strategy
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51
M PRODUCT LINE
Foods
Real
Real Activ
Hommade
Lemoneez
Capsico
Health Care
Baby Care
Dabur Lal Tail
Dabur Baby Olive Oil
Dabur Janma Ghunti
Health Supplements
Dabur Chyawanprash Dabur Glucose D
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Digestives
Hajmola Yumstick
Hajmola Mast Masala
Anardana
Hajmola
Hajmola Candy
Hajmola Candy Fun2
Pudin Hara (Liquid and Pearls)
Pudin Hara G
Dabur Hingoli
Natural Cures
Shilajit Gold
Nature Care Sat Isabgol
Shilajit
Ring Ring
Itch Care
Backaid
Shankha Pushpi Dabur Balm
Sarbyna Strong
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53
Personal Care
Hair Care Oil
Amla Hair Oil
Amla Lite Hair Oil
Vatika Hair Oil
Anmol Sarson Amla
Hair Care Shampoo
Anmol Silky Black Shampoo
Vatika Henna Conditioning Shampoo
Vatika AntiDandruff Shampoo
Anmol Natural Shine Shampoo
Oral Care
Dabur Red Gel
Dabur Red Toothpaste
Babool Toothpaste
Dabur Lal Dant Manjan
Dabur Binaca
Toothbrush
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55
Dabur Amongst Top Three Most
Respected FMCG Companies
Dabur Real Bags Gold In Readers
Digest Trusted Brand Awards
Dabur Figures In Top Great PlaceTo Work 2006 List
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56
Dabur has been ranked
amongst Indias Most
Innovative Companies by
a Business Today-Monitor
Group survey
Hajmola has been ranked
34th in Indiarsquos 100 Most
Valuable Brands list
Hajmola one of the
strongest brands in
Daburs portfolio
has been listed
among the Top 18
Iconic Brands in
India that have
stood the test oftime
Dabur Indiarsquos fruit juice
brand Reacuteal awarded the
Three Dabur brands --
Hajmola Dabur Amla and
Hajmola moves up
11 spots to take the
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57
Readerrsquos Digest Gold
Trusted Brand Award
2008 in the food amp
beverages category
Vatika -- have debuted in
the Economic Times
Brand Equitys Most
Trusted Brands 2008 list
Besides Dabur Foods has
climbed up to take the
40th spot
34th position
among Indias Top
100 Most Valuable
Brands of 2008
released by 4Ps and
ICMR
Dabur India Ltd has been ranked 28th in the list of Indias Top 50 Most
valuable (Company) Brands by Brand Finance
newu was voted the Most
Admired New Retail
Launch of the year at
Images Retail Awards
Dabur India CEO Mr
Sunil Duggal was named
Best Corporate Leader of
2008 at the BampE
Leadership and Excellence
Dabur India Ltd
was ranked the
Business Leader in
the FMCG -
Personal Care
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58
Awards Category at the
NDTV Profit
Business
Leadership Award
2008
Dabur India Ltd CEO Mr
Sunil Duggal has been
ranked among Indias
Most valueable CEOs by
Business World
Dabur India Ltd has been listed among the Super
100 of India Inc prepared by Business India
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59
Dedicated to the health and well being of every household
This is our company We accept personal responsibility and accountability to meet business needs
We all are leaders in our area of responsibility with a deep commitment to deliver results We are determined to be the best at doing what matters most
People are our most important asset We add value through result driven training and we encourage amp reward excellence
We have superior understanding of consumer needs and develop products to fulfill them better
We work together on the principle of mutual trust amp transparency in a boundary-less organisation We are intellectually honest in advocating proposals includingrecognizing risks
Continuous innovation in products amp processes is the basis of our success
We are committed to the achievement of business success with integrity We are honest with consumers with business partners and with each other
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INTRODUCTION OF DABUR CHYWANPRASH
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Dabur Chyawanprash the trusted name for your entire familys health
Dabur Chyawanprash has anti-oxidant properties amp strengthens your bodysinternal defense mechanism the immune system thereby protecting you fromeveryday infections cough cold amp stress etc
At a time when flu and viruses are everywhere your immunity system provides the best prevention from these deadly diseases Chyawanprash a time-tested age-
old formulation has a number of herbs like Amla known to be one of the bestantioxidants Giloy (Guduchi) known to have immuno modulatory properties andhas more than 40 other natural ingredients to boost immunity
Dabur Chyawanprash The Health Giver
Derived from 2500-year-old Ayurvedic formula
Totally chemical-free natural and safe Powerful combination of herbs and plant extracts in a
base of Amla fruit pulp Refined by Dabur to provide traditional goodness with best quality
Reinforces the immune system amp helps fight disease Trusted health provider of a majority of Indian households
Usage
Dabur Chyawanprash has a tangy sweet-sour taste and the consistency of jamIt can be taken directly or with milk and as bread spread In all cases itstherapeutic properties remain stable and active In winters have a glass ofwarm milk after having Chyawanprash In summers have a glass of cold milkafter having Chyawanprash
Dose
1-2 teaspoonful
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STP ANALYSIS OF DABUR CHYAWANPRASH
SEGMENTATION
Dabur Chyawanprash is the market leader in the Chyawanprash segment It
comes under the category of health supplements The segments that it considers
are growing kids competitive youth ever busy housewives and the aged
For the growing kids In todays competitive environment the children are under
high pressure to excel
For the competitive youth Modern life keeps the youth busy and demands them
to be active and efficient
For ever-busy housewives The homemaker needs to be fit in order to shoulder
all responsibilities
For the aged Old age weakens a person physically and mentally
After segmenting the population into these categories it aims to keep them fit
and healthy
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TARGETING
Traditionally chyawanprash was supposed to be a health supplement for the
aged and kids Dabur Chyawanprash (DCP) is now targeting adults housewives
youth and kids This it is trying to achieve through its promotion activities by
making Amitabh Bacchan and Vivek Oberoi do the endorsement act Amitabh
has been projected as a user of Chyawanprash attempting to establish the
relevance of DCP amongst the adults in todayrsquos demanding lifestyle Vivek who
represents an urban ambitious non-user with a mindset that Chyawanprash is not
for him meets his moment of truth when outperformed by a young
Chyawanprash user thus reaching out to kids His final conversion from a non-
user to a Chyawanprash user connects with the Youth These two ads compliment
each other and connect very well with the targeted consumers
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POSITIONING
Andar se strongrdquo Dabur chyawanprash has the tag line Andar se strongrdquo By
using a natural language instead of scientific language it is able to connect with
the consumers and is able to achieve a better positioning in the minds of the
Indian health conscious consumer A category like Chyawanprash for instance
needs to understand that in employing the category language it loses any chance
of expressing its own benefit distinctively
Holistic Health benefit of Ayurveda Dabur Chyawanprash helps in stimulating
immune system relieving stress improving stamina fighting aging through anti-
oxidant property improving lung function fighting respiratory infections amp
building resistance to disease The brand conveys this health conscious holistic
view of the product
Brand Trust Over 100 years of Daburrsquos experience in Ayurveda ensures selection
processing and quality control of right herbs along with scientific and clinical
studies ndash makes DCP a trustworthy offering for consumers Consumers view DCP
as a product by a trusted brand and therefore do not need to think twice beforemaking a purchasing decisio
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MARKETING MIX OF DABUR CHYAWANPRASH
Dabur Chyawanprash is the market leader in the chyawanprash segment and has
achieved this with its innovative product offering pricing strategy easy
availability and promotion campaigns In the marketing mix of Dabur we shall be
discussing the 4 Ps of marketing mix with respect to Dabur Chyawanprash The
mix shall be analyzed as followed
Product
Price
Place
Promotion
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Product Price Promotion Place
bull Product
Variety
bull Quality
bull Design
bull Features
bull Brand
Names
bull Services
bull List Price
bull Discount
bull Financing
Schemes
bull Credit Terms
bull Advertising amp
Promotion
bull Public Relations
bull Sponsorships
bull Internet
Marketing
bull Channels
bull Location
bull Inventory
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67
PRODUCT
Dabur Chyawanprash is the leader in the Chyawanprash category
and enjoys a market share of 61 per cent In 50s Dabur pioneered the
concept of branded Chyawanprash and since has invested heavily in
product development clinical studies and consumer awareness The
product is essentially a health supplement
Known as the ldquoelixir of liferdquo Chyawanprash has (clinically) proven benefits in
maintaining smooth body functioning The principal ingredient Amla (Indian
Gooseberry) acts as an anti-oxidant and immuno-stimulant Dabur Chyawanprash
helps in stimulating immune system relieving stress improving stamina fighting
aging through anti-oxidant property improving lung function fighting respiratory
infections amp building resistance to disease It is these properties that make Dabur
Chyawanprash a preferred choice for its users
Ingredients of Dabur Chyawanprash
Vishwast Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts
Special Vishwast fortified with additional health beneficial herbs like
Keshar Akarkara etc
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Packaging
n
The figure above shows the evolution of the packaging of Dabur Chyawanprash
Dabur continuously innovates the package and branding of its chayawanprash It
launched Dabur Chyawanprash first in 1949 in a tin pack and it was the first
branded Chyawanprash in India Later Dabur came out with its new packet of
Chyawanprash with Amitabh Bachchan as their brand ambassador It also
received ldquoBrand Relaunch of the Year ldquoaward from IMA
Available in
Dabur Chyawanprash is available in three sizes to cater to the needs of different
types of people
1 One kilogram pack
2 500 gram pack
3 250 gram pack
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PRICE
The pricing of Dabur chyawanprash is very competitive Dabur chyawanprash uses
second degree price discrimination ie more the quantity lower the price
1kg Rs19500
500gms Rs11000
250gms Rs 6200
PRICEQUALITY MATRIX
Pricerarr
Quality
darr
High Middle Low
High
Luxury
Segment
Ideal For
Penetration
DABUR
CHYAWANPRASH
Premiere
Offering
Middle
Overpriced Average Real
Bargain
Low
Make The Sale
and Run
Unhappy
Customers
Cheap
Goods
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70
PLACE
Dabur has a very wide distribution of its products through 16 million retail outlets
and 50 C amp F agents all over India who distribute products to the retailers Adistribution of C amp F agents and manufacturing locations is given below
Daburrsquos distribution network extends beyond India in the following countries as
well
Distribution Network
Central North amp South America
Australia
Asia
Middle East
North amp South Africa
East amp West Europe
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PROMOTION
The main form of promotional activities of Dabur chyawanprash are concentrated
towards advertising and it has neglible sales promotional activities
Advertising
Nothing can happen without establishing the brandrsquos heritage emphasizing
technological prowess explaining benefits and building bonds with prospective
buyers Ads are necessary because the images are still mouldable and fluid and
the consumerrsquos sophistication level is low Dabur chyawanprash is advertised on
print media as well as on television
The company has launched two ads one each with Amitabh and Vivek in
national electronic media followed by a series of print media campaign directed
towards creating awareness to educate people about the holistic benefits of
ChyawanprashThe ads have been created by McCann Ericsson and the company
would be spending close to Rs 10 crore in promotional campaign this year The
ads would also be translated in Bengali These advertisements are supposed to
target the old and the younger generation respectively
Thecompany has launched a new ad with MS Dhoni who is leader of Indian
cricket team
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SWOT ANALYSIS OF DABUR
STRENGTHS
Strong presence in well defined
niches( like value added Hair Oil and
Ayurveda specialities)
Core knowledge of Ayurveda as
competitive advantage
Strong Brand Image
Product Development Strength
Strong Distribution Network
Extensive Supply Chain
IT Initiatives
R amp D ndash a key strength
WEAKNESS
Seasonal Demand( like
chyawanprash in winter and Vatika not
in winter)
Low Penetration(Chyawanprash)
High price(Vatika)
Limited differentiation (Vatika)
Unbranded players account for
the 23rd of the total market(Vatika)
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OPPORTUNITIES
Untapped
Market(Chyawanprash)
Market Development
Export opportunities
Innovation
Increasing income level of the
middle class Creating additional consumption
pattern
THREATS
Existing Competition( like
Himani baidyanath and Zandu for
Dabur Chyawanprash and MaricoKeo
Karpin HLL and Bajaj for Vatika Hair Oil)
New Entrants
Threat from substitutes (like
Bryllcream for Vatika hair oil)
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OBJECTIVE OF THE STUDY
The major objective of the survey is to collect the data from outlets in the
specified areas where cold drinks are to be sold
To make an assessment of availability of several brands of dabur in
different packs and size in the specified areas
To make an assessment of market presence program of the dabur
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Research Methodology
Data collection
Sample unit
1) working people (including men amp women) amp housewife
2) college students
3) school students
4) senior citizens
5) Retailer
Sample size
1 working people amp housewife 30
2 college students 25
3 school students 20
4 senior citizens 15
5 Retailer 10
Sampling techniques
Judgmental sampling techniques used
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Sampling region
Sampling region will be DELHI in rural area
Data collection method
1 Primary data It will be collected with the help of a self administered
questionnaire
2 Secondary data it will be collected with the help of books research
papers magazines news papers journals internet etc
3
Research instruments
Questionnaire design
As the questionnaire is self administrated one the survey will be simple and user
friendly Words used in questionnaire will be readily understandable to all
respondent Also technical jargons will be avoided to ensure that there is no
confusion for respondents
Data Analysis - Data analysis will be done with the help of MS Excel and SPSS
Software
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DATA ANALYSIS
DABUR CHYAWANPRASH
1 AWARNESS LEVEL
I
NTERPRETATION-
According to serveyAll person are know the dabur100 person of dabur65
person kmow the Baidyanathamp Dabur 40 people of HimaniBaidyanath and
Dabur 60 person of ZanduHimaniBaidyanath and Dabur
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2 PREFERRED BRAND
INTERPRETATION-
According to servey60 person are preferred dabur product 15 person are
preferred Baidynath product 15 person are preferred Himani product 10 person
are preferred Zandu
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3SATISFACTION LEVEL
INTERPRETATION-
According to servey100 satisfaction level of dabur product 80 satisfaction level
of Baidynath product 80 satisfaction level of Himani product
60 satisfaction level of Zandu product
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4 REASONS FOR SELECTING A PARTICULAR BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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5HOW DID YOU COME TO KNOW ABOUT THIS BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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6 PREFERRED PACK SIZE
INTERPRETATION-
According to servey50 person are preferred 500gm product 30 person are
preferred 1kg product 20 person are preferred 250gm product
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8 REASON TO SELECT PREFERRED PACK SIZE
INTERPRETATION-
According to servey20 person are select product of itrsquos availability pack size
40 person are select product of itrsquos price pack size 25 person are select
product of itrsquos family pack size 15 person are select product of itrsquos storage
pack size
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9 FREQUENCY OF
PURCHASE
INTERPRETATION-
According to servey30 People are purchase product after one month 55
People are purchase product after two months 15 People are purchase
product after six months
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COMPETITOR ANALYSIS
The key competitorrsquos of Dabur in the Chyawanprash segment are Baidyanath
Zandu and Himani which together with Dabur have about 85 of Indias domestic
market
Dabur is Indias largest Ayurvedic medicine supplier and the fourth largest
producer of FMCG It was established in 1884 and had grown to a business level
in 2003 of about 650 million dollars per year though only a fraction of that is
involved with Ayurvedic medicine Dabur Chyawanprash (herbal honey) has a
market share of 61We have tried to analyse the competition for Dabur in the
Chyawanprash segment as follows
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The Himani Group
It founded in 1974 provides a diverse range of products doing 110 million dollars
of business annually though only a portion is involved with Ayurvedic products
through its Himani line the company is mainly involved with toiletries and
cosmetics but also provides Chyawanprash and other health productsIts market
share is 12
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CONCLUSIONS
The Chyawanprash Industry is yet to capture the beverage market in full swing Packed Chyawanprash
followed by Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts the market The consumerrsquos patriotic love for tea and coffee is unfared
Chyawanprash are yet to establish their supplement use in the average household here in lies the great
opportunities Within the market it is safe to conclude that dabur has hit off ratherwell with the
masses
dabur has clearly lost it head start advantage and thereby acquiring just 35 of the market share while
others enjoys rest of the market share This could be well attributed to dabor successful ATA
(Availability Taste and Affordability) marketing module the attributes most rated by the consumersLack of publicity has hampered the growth progress of the brand so aggressive advertising is needed to
promote Chyawanprash and vatika hair oil brand
The brands such as that of Chyawanprash by vednath Chyawanprash with its lsquosonacahndi lsquoMinute-
madersquo and also US food giantssDel Monte are ready to hit the Chyawanprash market very soon
As the strategies of the companies keeps on changing be it in Chyawanprash industry a company has
to create perceptions and cover them into realities It is an expensive proposition requiring huge
expenditure on advertising sponsorships and media Thus the ideal company will be the one which
combines the high end technology with consumer insight
As 16 of the excise duty is exempted on food products in this budget Many food companies including
Dabur got benefited from it On the analysis of survey it was found that target Market of Chyawanprash
want quality benefit rather then Price benefit so it is better to stress on quality rather than on
decreasing price to increase sales and profit
To increase market share Dabur should give slight price benefit on Dabur brand so that customers of
other Juice brand should switch from other brand to Dabur brand
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Findings
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey100 satisfaction level of dabur product 80 satisfaction level of
Baidynath product 80 satisfaction level of Himani product 60 satisfaction level of
Zandu product
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis According to servey50 person are preferred 500gm
product 30 person are preferred 1kg product 20 person are preferred 250gm
product
According to servey20 person are select product of itrsquos availability pack size 40
person are select product of itrsquos price pack size 25 person are select product of itrsquos
family pack size 15 person are select product of itrsquos storage pack size
According to servey30 People are purchase product after one month 55 People are
purchase product after two months 15 People are purchase product after six months
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LIMITATIONS
No study is free from limitations The limitations of this study can be
Sample size taken is small and may not be sufficient to predict theresults with 100 accuracy
The result is based on primary and secondary data that has itrsquos own limitations
The study only covers the area of Delhi that may not beapplicable to other areas
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RECOMMENDATIONS
Focus on growing core brands across categories
Reaching out to new geographies within Hapur area
Improve operational efficiencies by leveraging technology
Be the preferred company to meet the health and personal grooming needs of
our target consumers with safe efficacious natural solutions by synthesizing the
deep knowledge of ayurveda and herbs with modern science
Provide consumers with innovative products within easy reach
Vatika hair care centre On the lines of Maricorsquos Kaya Skin Clinic Dabur
could start a venture called Vatika hair care centre which would provide total hair
care solutions It could have hair care experts to solve hair problemsServices could
include dandruff treatment straightening of hair treatment for split endsetc
Position Dabur Chyawanprash as not more of a medicine but as something
which is necessary for health
More initiatives like ldquo Dabur ki Deewarrdquo to increase brand visibility It is an
initiative to occupy shelf space
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BIBLIOGRAPHY
Books
Marketing Management Twelfth Edition ndash Philip Kotler amp Kevin Lane Keller
Websites
wwwgooglecom
wwwdaburcom
wwwtutor2unet
wwwbrandchannelcom
The time of india
Forbs magazing
Hinustan time
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YES NO
7Which pack size do you prefer
YES NO
8On what parameters do you choose this pack size
YES NO
9 how do u increase the company position
YES NO
10 how you increase your company position in market agains other company
YES NO
![Page 21: Making by Th Harsh Pandit](https://reader033.vdocuments.mx/reader033/viewer/2022052406/577cd3191a28ab9e7896af7d/html5/thumbnails/21.jpg)
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2006 - Approves FCCBGDRADR up to $200 million
Moving forward on the inorganic growth path Dabur India decides to raise up
to $200 million from the international market through Bonds FCCBs GDRADR QIPs or any other securitiesThe capital raised will be used to fund
Daburs aggressive growth ambitions and acquisition plans in India and
abroad
2007 - Celebrating 10 years 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 HampB 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 amp Beauty format
2007 - Dabur Foods Merged With Dabur India
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
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Dabur has an illustrious Board of Directors who are committed to take the
company onto newer levels of human endeavour in the service of mankind The
Board comprises of
Chairman
Vice-
Chairman
Dr Anand
Burman
Mr Amit Burman
Whole Time Directors
Mr PD Narang Mr Sunil
Duggal
Mr Pradip Burman
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Non Whole Time Promoters Directors
Mr Mohit Burman
Independent Directors
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His Highness
Maharaja
=Mr P N
Vijay
Mr R C
Bhargava
Dr S Narayan
Sunil DuggalChief Executive Officer
Dabur India Limited
Sunil Duggal took over as the Chief Executive Officer
of Dabur India Limited in June 2002 holding reins of the
organisation he joined in 1995
Mr Duggal started his career as a management trainee in
Wimco Limited in 1981 after getting his Engineering
Degree (Electrical amp Electronics) from BITS Pilani and
Business Management from IIM Calcutta His stint atWimco continued till 1994 with a break in between
when he joined Bennett
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Spanning a career of over 20 years Sunil Duggal has travelled widely across Indiaand handled diverse portfolios that have helped him understand the dynamics of
FMCG businesses and market trends He is well versed in the intricacies of Indias
regional diversities and consumer needs
Mr Duggal lives in Delhi with his wife and one child Whenever he gets a break
from his official responsibilities Mr Duggal likes to spend time at home with his
family and an occasional round of golf
Coleman amp Co Ltd for a short period In 1994 he moved to Pepsi Foods as GM
Sales Operation
In 1995 he came into the Dabur family as General Manager (Sales amp Marketing)
of the Family Products Division with products like Dabur Amla Lal Dant Manjan
and Vatika in his portfolio This Division spearheaded the spectacular growth
recorded by Dabur in this period Vatika was also launched during this period and
is now the Companys second biggest brand
With his dynamic spirit and leadership abilities he soon became Vice-President
and SBU-Head of the Family Products Division In July 2000 Mr Duggal was
appointed Director Sales and Marketing of Dabur India Limited And in 2002 he
became the CEO of the Company - a professional with valuable experience to
steer the company ahead in its growth plans
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Good corporate governance and transparency in actions of the management is key
to a strong bond of trust with the Companyrsquos stakeholders Dabur understands the
importance of good governance and has constantly avoided an arbitrary decision-
making process Our initiatives towards this end include
Professionalisation of the board
Lean and active Board(reduced from 16 to 10 members)
Less number of promoters on the Board
More professionals and independent Directors for better management
Governed through Board committees for Audit Remuneration Shareholder
Grievances Compensation and Nominations
Meets all Corporate Governance Code requirements of SEBI
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When our Founder Dr S K Burman first established Dabur he had a vision that
saw beyond the profit motive In his words What is that life worth which cannot
bring comfort to others This ideal of a humane and equitable society led to
initiatives taken to give back some part of what Dabur has gained from the
community
Our major initiatives in the Social sector include
Establishment of the Sustainable Development Society or Sundesh in 1993
- a non-profit organisation to promote research and welfare activities in rural
areas
Promoting health and hygiene amongst the underpriviledged through the
Chunni Lal Medical Trust and
Organising the Plant for Life programme for schoolchildren - to create
environmental awareness amongst young minds
Our commitment to Environment
Ancient wisdom of conservation
From times immemorial Indian sages and men of wisdom have understood and
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29
appreciated the value of nature and its conservation Our ancestors recognised
that if we grabbed from nature beyond what was healthy it would lead to all
round degradation and even the extinction of humanity That is why nature was
sanctified and worshipped in the form of gods and goddesses
Dabur upholds the tradition
Today we at Dabur also value natures bounty Without the fruits of nature the
vision of Dabur would never have been fulfilled And that is the reason for our
unfailing commitment to ecological conservation and regeneration We would like
to follow the principles of our ancient texts which say
Dehi me dadami te - you give me and I give you
Back to Nature
Rare herbs and medicinal plants are our most valuable resource from which all
our products are derived Due to overexploitation of these resources and
unsustainable practices these plants and herbs are fast reaching the point of
extinction In view of this critical situation Dabur has initiated some significant
programmes for ecological regeneration and protection of endangered plantsecies
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Plants for Life
We have set up the Plants for Life project in the mountainous regions of the
Himalayas Under the project a high-tech greenhouse facility has been set up for
developing saplings of rare and endangered medicinal plants Fully computer-
controlled and monitored this greenhouse maintains the highly critical
environmental parameters required for their survival We are also developing
quality saplings of more than 20 herbs 8 of them endangered through micro
propagation
In addition satellite nurseries spread across mountain villages and
contract cultivation of medicinal herbs helps in maintaining the ecological
balance These measures have also helped provide local cultivators the scientific
knowledge for harvesting herbs and a steady source of income So that they are
not forced to exploit the environment to earn a livelihood
Living a Green Heritage
These are significant steps that can contribute to a better world for coming
generations To whom we would like to bequeath a world not bereft of nature
But full of flowering and fruit bearing trees animals birds and humans living in
good health and complete harmony
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Kashambi Corporate Office
Corporate Office
Kaushambi
Ghaziabad - 201010
Uttar Pradesh India
Tel
+91 (0120) 3982000 (30 Lines)
+91 (0120) 3001000 (30 Lines)
Registered Office
83 Asaf Ali Road
ew Delhi ndash 110 002
Tel +91 (011) 23253488
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DABUR WORLD WIDE
Daburs mission of popularizing a natural lifestyle transcends national boundaries Today
there is global awareness of alternative medicine nature-based and holistic lifestyles and
an interest in herbal products Dabur has been in the forefront of popularizing this
alternative way of life marketing its products in more than 50 countries all over the
world
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Our products World Wide
We have spread ourselves wide and deep to be in close touch with our overseas
consumers
Offices and representatives in Europe America and Africa
A special herbal health care and personal care range successfully selling in
markets of the Middle East Far East and several European countries
Inroads into European and American markets that have good potential due to
resurgence of the back-to-nature movement
Export of Active Pharmaceutical Ingredients (APIs) manufactured under strict
international quality benchmarks to Europe Latin America Africa and other Asian
countries
Export of food and textile grade natural gums extracted from traditional plant
sources
Partnerships and Production
Strategic partnerships with leading multinational food and health care
companies to introduce innovations in products and services
Manufacturing facilities spread across 3 overseas locations to optimise
production by utilising local resources and the most modern technology available
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OVERVIEW OF FMCG SECTOR IN INDIA
The Indian FMCG sector is
the fourth largest sector
in the economy with a
total market size in excess
of US$ 131 billion It has
a strong MNC presence
and is characterised by a
well-established
distribution network
intense competition
between the organised and
unorganised segments and
low operational cost Availability of key raw materials cheaper labour costs and
presence across the entire value chain gives India a competitive advantageThe FMCG market is set to treble from US$ 116 billion in 2003 to US$ 334
billion in 2015 Penetration level as well as per capita consumption in most
product categories like jams toothpaste skin care hair wash etc in India is low
indicating the untapped market potential Burgeoning Indian population
particularly the middle class and the rural segments presents an opportunity to
makers of branded products to convert consumers to branded products Growth is
also likely to come from consumer upgrading in the matured product categories
With 200 million people expected to shift to processed and packaged food by
2010 India needs around US$ 28 billion of investment in the food-processing
industry
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India is one of the largest emerging markets with a population of over one billion
India is one of the largest economies in the world in terms of purchasing power
and has a strong middle class base of 300 millionAround 70 per cent of the total
households in India (188 million) resides in the rural areas The total number of
rural households are expected to rise from 135 million in 2001-02 to 153 million
in 2009-10 This presents the largest potential market in the world The annual
size of the rural FMCG market was estimated at around US$ 105 billion in 2001-
02 With growing incomes at both the rural and the urban level the market
potential is expected to expand further
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TMarketing Mi
Product Place
Target
Market
Price Promotion
The firm attempts to generate a positive response in the target market by blending
these four marketing mix variables in an optimal manner
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A Summary Table of the Marketing Mix
The following table summarizes the marketing mix decisions including a list of
some of the aspects of each of the 4Ps
Summary of Marketing Mix Decisions
Product Price Place Promotion
Functionality
Appearance
Quality
Packaging
Brand
Warranty
ServiceSuppor
t
List price
Discounts
Allowances
Financing
Leasing
options
Channel members
Channel
motivation
Market coverage
Locations
Logistics
Service levels
Advertising
Personal
selling
Public
relations
Message
Media
Budget
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DABUR FOODS SELLING PROCESS
Dabur food process of selling starts from stockiest
CampFA dose not have any process to play in the process of selling of dabur
foods products They are just Clearing amp Forwarding Agents they store the
manufacturing products and then supply it to stockiest
Stockiest pay the money to dabur foods through demand draft
Stockiest further sells the products to retailers
Retailer finally sells the products to consumers
MARKETING HOW DABUR FOODS IS USING MIX
Product
Appearance Dabur tries to make its products appear very attractive
Quality Quality of the product is really unmatchable as it is tested number of
times and its products are processed using very advanced machinery and
technology
Packaging Dabur products packaging is done in such a way that its juices does
not get expired before 6 months inspite of perishable products
Brand Dabur itself is a very reputed and well known brand in the market and its
Real juice is also known all over India
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Warranty Dabur as such does not gives any warranty but if there is any problem
in its products before expiry then they replace the product
ServiceSupport Dabur foods provide full support to its stockiest retailers and
consumers what so ever the problem is
Price
List price Dabur decide its price according to its competitors and the price
structure is different for retailers and stockiest
Discounts There are different discounts for retailers stockiest and consumer from
time to time
Allowances Special allowances are gicen to stockiest sales man if he acives his
targets
Place
Channel members Channel members or business partners of dabur are its
stockiest retailers
Channel motivation Channel motivation for dabur is pull and push strategy
Market coverage Dabur Foods has a distribution network that covers 175 towns
and 75 thousand retail outlets making its product available to the consumers across
the country at ease
Locations Dabur foods try to cover or tries to place its products in each and every
shop and every location
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Promotion
Advertising Dabur products are advertised through television newspapers
magazine etc
Personal selling Dabur hardly do any personal selling except in tent shows and
road shows Same for less amp more for same
Media Media of promotion is TV Radio newspapers magazine
Budget Budget is Decided by finance team for different strategic business unit
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Critique of selling
In theory the purpose of selling is to help a customer realize his or her goals in an
economic fashion However in reality this is not always the case Customers can be influenced to purchase a product or service that initially was not of interest to
them Some salespeople are trained in the art of selling customers things they dont
need
Take for example the purchasing of a car a consumer may have a set of cars in
mind (called an evoked set) that she feels match her needs wants and budget She
may seek the advice of a salesperson given that a salesperson can help her realize
the right car given those criteria This can be a socially useful function salespeople
have specialized knowledge of products that can help consumers make an informed
decision However a salesperson may also talk a consumer into purchasing a more
expensive or perhaps larger car then she needs or can afford In this context the
salesperson may have usefully helped the customer re-evaluate her needs thereby
establishing a new set of appropriate choices among which included the newer orlarge car This again would be a helpful and useful service provided by the
salesperson However it is sometimes the case that customers purchase a product
or service that was not initially intended and remains an inappropriate purchase
after the fact On the other hand the consumer in this scenario can be held partially
responsible for the inappropriate purchase indeed A fool and his money are soon
parted (PT Barnum English proverbs)
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43
This dysfunctional behavior is encouraged by
Incentives of salespeople to increase their total number of sales especially where
retailers keep track of sales or offer commission-based salaries
Incentives from the manufactures of products or the companies of service
providers to salespeople to sell their products where other similar products
offered by competitors are offered
The incentive to sell a customer a product that is in need of being cleared
out despite the fact that a customer may be better to wait for the new
product
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Channel Of Distributions
Manufacturing Plant
Clearing and forwarding agent (different regions)
Stockist A Stockist B Stockist C
Retailers Retailers Retailers Retailers Retailers Retailers
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CONSUMERS
The above diagram it shows channel of distribution of dabur foods here first the products are manufactured and from Manufacturing plants the packed goods are
supplied to Clearing And Forwarding Agents(CampFA) and from here the goods are
then further supplied to number of Stockiest or Distributors from here goods
reaches to large number of Retailers and it is the duty of Stockiest to take orders
from retailers and then supply the goods to them this work is generally done by
stockiest salesman through ready stock or by taking orders first and then placing
the order From here the goods finally reaches to Customers Customer purchases
the product from retailers
This was the basic Channel of Distribution used by Dabur Foods now I will throw
light on each channel of distribution of Dabur Foods
Supply Chain Management
Supply chain management starts before physical distribution it involves procuring
the right inputs (raw materials components and capital equipment) converting
them into finished products and dispatching them to the final destinations The
supply chain perspective can help identify superior suppliers and distributors and
help them improve productivity which ultimately brings down the companyrsquos
costs
A broader view sees a company at the center of a value network that
includes its suppliers its immediate customers and their end customers The value
network includes valued relations with others such as university researchers
government approval agencies and so on
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MANUFACTURING PLANT
Dabur Foods has Number of products in its product line but its main area of
interest or the product on which they concentrate the most is Real Juice amp Coolers
Dabur has its manufacturing plant at Nepal and at Jaipur where juice is
manufactured and tested
PROCUREMENT amp TRANSPORT
Getting the raw material and packaging material requirement from the
production unit in charge
Constant updates on the procurement of materials and transport details
Production details and ingredient content information from the different personnel and coordinating this activity
PACKAGING
Approval and coordination of the supply of packaging material to the
production unit
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47
CLEARING AND FORWARDING AGENTA (CampFA)
From manufacturing plant the stock is transported or supplied to clearing
and forwarding agents
Clearing and Forwarding Agents is a third party and Dabur gives contract to
them so company has nothing to do in building the relationship with them
Here CampFA keep or stock the goods with them
They charge dabur for stocking the good and even dabur donrsquot mind doing
so as it is a measure of cost cutting as well as there is no need for gowdowns
and maintenance
For Ghazizbad Meerut Delhi NCR there is one CampFA whish is situated in
Mohan Nagar here all goods which dabur foods hare kept here
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STOCKIEST OR DISTRIBUTORS
Stockiest store the products in their godowns CampFA supplies the goods to
them as per their order
Stockiest has some sales men working under him they are known as
stockiest sales man Their work is to place the products in the market and
take order from retailers and then supply goods to them
Sales man either take ready stock with them or they first take orders and
then supply goods later on
There is a beat which is a schedule route of sales man means sales man has
to daily cover the route as mention in the beat
Merchandising making products visible pasting posters putting banners
and seeing that goods are properly placed in the retail outlets is also the duty
of stockiest sales man
Companiesrsquo sales officer keeps a check on the stockiest and monthly report
is also prepared which is further analyzed by ASM amp ZSM
In Noida Dabur has 1 stockist and in Ghaziabad 1
RETAILERS
Retailers are backbone of the company as they are the one who can take the
product on new heights or can bring it down to toes
Stockiest supplies goods to retailers and tries Persuading retailers to give the
brand special displays (using merchandising tools) to get affective brand
presence and arranging it in more noticeable manner
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Classification of outlets in different type of markets is different according to
their sales volume
TYPES OF RETAILS OUTLETS
Class Average Monthly Business
A Above 10000
B 5000-10000
C Upto 5000
Margin of retailers is always higher than stockiest
Retailers are the one who have direct contact with the customers
Dabur Foods has a distribution network that covers 175 towns and 75
thousand retail outlets making its product available to the consumers across
the country at ease
TYPES OF RETAIL MARKET
The retail market can be classified on the basis of magnitude of retail
SCATTERED MARKET
Lesser no of outlets and
Extensive outlets
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50
BLOCK MARKET
Large no of retail outlets in chunk
SUPER MARKET
Through their superior information logistical systems and buying power deliver
good service and immense volumes of products at attractive prices
CHAIN OUTLETS
Having more than one key outlet all across with a single control unit and central
purchasing strategy
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M PRODUCT LINE
Foods
Real
Real Activ
Hommade
Lemoneez
Capsico
Health Care
Baby Care
Dabur Lal Tail
Dabur Baby Olive Oil
Dabur Janma Ghunti
Health Supplements
Dabur Chyawanprash Dabur Glucose D
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Digestives
Hajmola Yumstick
Hajmola Mast Masala
Anardana
Hajmola
Hajmola Candy
Hajmola Candy Fun2
Pudin Hara (Liquid and Pearls)
Pudin Hara G
Dabur Hingoli
Natural Cures
Shilajit Gold
Nature Care Sat Isabgol
Shilajit
Ring Ring
Itch Care
Backaid
Shankha Pushpi Dabur Balm
Sarbyna Strong
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Personal Care
Hair Care Oil
Amla Hair Oil
Amla Lite Hair Oil
Vatika Hair Oil
Anmol Sarson Amla
Hair Care Shampoo
Anmol Silky Black Shampoo
Vatika Henna Conditioning Shampoo
Vatika AntiDandruff Shampoo
Anmol Natural Shine Shampoo
Oral Care
Dabur Red Gel
Dabur Red Toothpaste
Babool Toothpaste
Dabur Lal Dant Manjan
Dabur Binaca
Toothbrush
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Dabur Amongst Top Three Most
Respected FMCG Companies
Dabur Real Bags Gold In Readers
Digest Trusted Brand Awards
Dabur Figures In Top Great PlaceTo Work 2006 List
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Dabur has been ranked
amongst Indias Most
Innovative Companies by
a Business Today-Monitor
Group survey
Hajmola has been ranked
34th in Indiarsquos 100 Most
Valuable Brands list
Hajmola one of the
strongest brands in
Daburs portfolio
has been listed
among the Top 18
Iconic Brands in
India that have
stood the test oftime
Dabur Indiarsquos fruit juice
brand Reacuteal awarded the
Three Dabur brands --
Hajmola Dabur Amla and
Hajmola moves up
11 spots to take the
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57
Readerrsquos Digest Gold
Trusted Brand Award
2008 in the food amp
beverages category
Vatika -- have debuted in
the Economic Times
Brand Equitys Most
Trusted Brands 2008 list
Besides Dabur Foods has
climbed up to take the
40th spot
34th position
among Indias Top
100 Most Valuable
Brands of 2008
released by 4Ps and
ICMR
Dabur India Ltd has been ranked 28th in the list of Indias Top 50 Most
valuable (Company) Brands by Brand Finance
newu was voted the Most
Admired New Retail
Launch of the year at
Images Retail Awards
Dabur India CEO Mr
Sunil Duggal was named
Best Corporate Leader of
2008 at the BampE
Leadership and Excellence
Dabur India Ltd
was ranked the
Business Leader in
the FMCG -
Personal Care
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Awards Category at the
NDTV Profit
Business
Leadership Award
2008
Dabur India Ltd CEO Mr
Sunil Duggal has been
ranked among Indias
Most valueable CEOs by
Business World
Dabur India Ltd has been listed among the Super
100 of India Inc prepared by Business India
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Dedicated to the health and well being of every household
This is our company We accept personal responsibility and accountability to meet business needs
We all are leaders in our area of responsibility with a deep commitment to deliver results We are determined to be the best at doing what matters most
People are our most important asset We add value through result driven training and we encourage amp reward excellence
We have superior understanding of consumer needs and develop products to fulfill them better
We work together on the principle of mutual trust amp transparency in a boundary-less organisation We are intellectually honest in advocating proposals includingrecognizing risks
Continuous innovation in products amp processes is the basis of our success
We are committed to the achievement of business success with integrity We are honest with consumers with business partners and with each other
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INTRODUCTION OF DABUR CHYWANPRASH
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Dabur Chyawanprash the trusted name for your entire familys health
Dabur Chyawanprash has anti-oxidant properties amp strengthens your bodysinternal defense mechanism the immune system thereby protecting you fromeveryday infections cough cold amp stress etc
At a time when flu and viruses are everywhere your immunity system provides the best prevention from these deadly diseases Chyawanprash a time-tested age-
old formulation has a number of herbs like Amla known to be one of the bestantioxidants Giloy (Guduchi) known to have immuno modulatory properties andhas more than 40 other natural ingredients to boost immunity
Dabur Chyawanprash The Health Giver
Derived from 2500-year-old Ayurvedic formula
Totally chemical-free natural and safe Powerful combination of herbs and plant extracts in a
base of Amla fruit pulp Refined by Dabur to provide traditional goodness with best quality
Reinforces the immune system amp helps fight disease Trusted health provider of a majority of Indian households
Usage
Dabur Chyawanprash has a tangy sweet-sour taste and the consistency of jamIt can be taken directly or with milk and as bread spread In all cases itstherapeutic properties remain stable and active In winters have a glass ofwarm milk after having Chyawanprash In summers have a glass of cold milkafter having Chyawanprash
Dose
1-2 teaspoonful
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STP ANALYSIS OF DABUR CHYAWANPRASH
SEGMENTATION
Dabur Chyawanprash is the market leader in the Chyawanprash segment It
comes under the category of health supplements The segments that it considers
are growing kids competitive youth ever busy housewives and the aged
For the growing kids In todays competitive environment the children are under
high pressure to excel
For the competitive youth Modern life keeps the youth busy and demands them
to be active and efficient
For ever-busy housewives The homemaker needs to be fit in order to shoulder
all responsibilities
For the aged Old age weakens a person physically and mentally
After segmenting the population into these categories it aims to keep them fit
and healthy
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TARGETING
Traditionally chyawanprash was supposed to be a health supplement for the
aged and kids Dabur Chyawanprash (DCP) is now targeting adults housewives
youth and kids This it is trying to achieve through its promotion activities by
making Amitabh Bacchan and Vivek Oberoi do the endorsement act Amitabh
has been projected as a user of Chyawanprash attempting to establish the
relevance of DCP amongst the adults in todayrsquos demanding lifestyle Vivek who
represents an urban ambitious non-user with a mindset that Chyawanprash is not
for him meets his moment of truth when outperformed by a young
Chyawanprash user thus reaching out to kids His final conversion from a non-
user to a Chyawanprash user connects with the Youth These two ads compliment
each other and connect very well with the targeted consumers
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POSITIONING
Andar se strongrdquo Dabur chyawanprash has the tag line Andar se strongrdquo By
using a natural language instead of scientific language it is able to connect with
the consumers and is able to achieve a better positioning in the minds of the
Indian health conscious consumer A category like Chyawanprash for instance
needs to understand that in employing the category language it loses any chance
of expressing its own benefit distinctively
Holistic Health benefit of Ayurveda Dabur Chyawanprash helps in stimulating
immune system relieving stress improving stamina fighting aging through anti-
oxidant property improving lung function fighting respiratory infections amp
building resistance to disease The brand conveys this health conscious holistic
view of the product
Brand Trust Over 100 years of Daburrsquos experience in Ayurveda ensures selection
processing and quality control of right herbs along with scientific and clinical
studies ndash makes DCP a trustworthy offering for consumers Consumers view DCP
as a product by a trusted brand and therefore do not need to think twice beforemaking a purchasing decisio
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MARKETING MIX OF DABUR CHYAWANPRASH
Dabur Chyawanprash is the market leader in the chyawanprash segment and has
achieved this with its innovative product offering pricing strategy easy
availability and promotion campaigns In the marketing mix of Dabur we shall be
discussing the 4 Ps of marketing mix with respect to Dabur Chyawanprash The
mix shall be analyzed as followed
Product
Price
Place
Promotion
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Product Price Promotion Place
bull Product
Variety
bull Quality
bull Design
bull Features
bull Brand
Names
bull Services
bull List Price
bull Discount
bull Financing
Schemes
bull Credit Terms
bull Advertising amp
Promotion
bull Public Relations
bull Sponsorships
bull Internet
Marketing
bull Channels
bull Location
bull Inventory
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PRODUCT
Dabur Chyawanprash is the leader in the Chyawanprash category
and enjoys a market share of 61 per cent In 50s Dabur pioneered the
concept of branded Chyawanprash and since has invested heavily in
product development clinical studies and consumer awareness The
product is essentially a health supplement
Known as the ldquoelixir of liferdquo Chyawanprash has (clinically) proven benefits in
maintaining smooth body functioning The principal ingredient Amla (Indian
Gooseberry) acts as an anti-oxidant and immuno-stimulant Dabur Chyawanprash
helps in stimulating immune system relieving stress improving stamina fighting
aging through anti-oxidant property improving lung function fighting respiratory
infections amp building resistance to disease It is these properties that make Dabur
Chyawanprash a preferred choice for its users
Ingredients of Dabur Chyawanprash
Vishwast Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts
Special Vishwast fortified with additional health beneficial herbs like
Keshar Akarkara etc
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Packaging
n
The figure above shows the evolution of the packaging of Dabur Chyawanprash
Dabur continuously innovates the package and branding of its chayawanprash It
launched Dabur Chyawanprash first in 1949 in a tin pack and it was the first
branded Chyawanprash in India Later Dabur came out with its new packet of
Chyawanprash with Amitabh Bachchan as their brand ambassador It also
received ldquoBrand Relaunch of the Year ldquoaward from IMA
Available in
Dabur Chyawanprash is available in three sizes to cater to the needs of different
types of people
1 One kilogram pack
2 500 gram pack
3 250 gram pack
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PRICE
The pricing of Dabur chyawanprash is very competitive Dabur chyawanprash uses
second degree price discrimination ie more the quantity lower the price
1kg Rs19500
500gms Rs11000
250gms Rs 6200
PRICEQUALITY MATRIX
Pricerarr
Quality
darr
High Middle Low
High
Luxury
Segment
Ideal For
Penetration
DABUR
CHYAWANPRASH
Premiere
Offering
Middle
Overpriced Average Real
Bargain
Low
Make The Sale
and Run
Unhappy
Customers
Cheap
Goods
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PLACE
Dabur has a very wide distribution of its products through 16 million retail outlets
and 50 C amp F agents all over India who distribute products to the retailers Adistribution of C amp F agents and manufacturing locations is given below
Daburrsquos distribution network extends beyond India in the following countries as
well
Distribution Network
Central North amp South America
Australia
Asia
Middle East
North amp South Africa
East amp West Europe
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PROMOTION
The main form of promotional activities of Dabur chyawanprash are concentrated
towards advertising and it has neglible sales promotional activities
Advertising
Nothing can happen without establishing the brandrsquos heritage emphasizing
technological prowess explaining benefits and building bonds with prospective
buyers Ads are necessary because the images are still mouldable and fluid and
the consumerrsquos sophistication level is low Dabur chyawanprash is advertised on
print media as well as on television
The company has launched two ads one each with Amitabh and Vivek in
national electronic media followed by a series of print media campaign directed
towards creating awareness to educate people about the holistic benefits of
ChyawanprashThe ads have been created by McCann Ericsson and the company
would be spending close to Rs 10 crore in promotional campaign this year The
ads would also be translated in Bengali These advertisements are supposed to
target the old and the younger generation respectively
Thecompany has launched a new ad with MS Dhoni who is leader of Indian
cricket team
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SWOT ANALYSIS OF DABUR
STRENGTHS
Strong presence in well defined
niches( like value added Hair Oil and
Ayurveda specialities)
Core knowledge of Ayurveda as
competitive advantage
Strong Brand Image
Product Development Strength
Strong Distribution Network
Extensive Supply Chain
IT Initiatives
R amp D ndash a key strength
WEAKNESS
Seasonal Demand( like
chyawanprash in winter and Vatika not
in winter)
Low Penetration(Chyawanprash)
High price(Vatika)
Limited differentiation (Vatika)
Unbranded players account for
the 23rd of the total market(Vatika)
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OPPORTUNITIES
Untapped
Market(Chyawanprash)
Market Development
Export opportunities
Innovation
Increasing income level of the
middle class Creating additional consumption
pattern
THREATS
Existing Competition( like
Himani baidyanath and Zandu for
Dabur Chyawanprash and MaricoKeo
Karpin HLL and Bajaj for Vatika Hair Oil)
New Entrants
Threat from substitutes (like
Bryllcream for Vatika hair oil)
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OBJECTIVE OF THE STUDY
The major objective of the survey is to collect the data from outlets in the
specified areas where cold drinks are to be sold
To make an assessment of availability of several brands of dabur in
different packs and size in the specified areas
To make an assessment of market presence program of the dabur
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Research Methodology
Data collection
Sample unit
1) working people (including men amp women) amp housewife
2) college students
3) school students
4) senior citizens
5) Retailer
Sample size
1 working people amp housewife 30
2 college students 25
3 school students 20
4 senior citizens 15
5 Retailer 10
Sampling techniques
Judgmental sampling techniques used
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Sampling region
Sampling region will be DELHI in rural area
Data collection method
1 Primary data It will be collected with the help of a self administered
questionnaire
2 Secondary data it will be collected with the help of books research
papers magazines news papers journals internet etc
3
Research instruments
Questionnaire design
As the questionnaire is self administrated one the survey will be simple and user
friendly Words used in questionnaire will be readily understandable to all
respondent Also technical jargons will be avoided to ensure that there is no
confusion for respondents
Data Analysis - Data analysis will be done with the help of MS Excel and SPSS
Software
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DATA ANALYSIS
DABUR CHYAWANPRASH
1 AWARNESS LEVEL
I
NTERPRETATION-
According to serveyAll person are know the dabur100 person of dabur65
person kmow the Baidyanathamp Dabur 40 people of HimaniBaidyanath and
Dabur 60 person of ZanduHimaniBaidyanath and Dabur
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2 PREFERRED BRAND
INTERPRETATION-
According to servey60 person are preferred dabur product 15 person are
preferred Baidynath product 15 person are preferred Himani product 10 person
are preferred Zandu
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3SATISFACTION LEVEL
INTERPRETATION-
According to servey100 satisfaction level of dabur product 80 satisfaction level
of Baidynath product 80 satisfaction level of Himani product
60 satisfaction level of Zandu product
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80
4 REASONS FOR SELECTING A PARTICULAR BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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81
5HOW DID YOU COME TO KNOW ABOUT THIS BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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82
6 PREFERRED PACK SIZE
INTERPRETATION-
According to servey50 person are preferred 500gm product 30 person are
preferred 1kg product 20 person are preferred 250gm product
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8 REASON TO SELECT PREFERRED PACK SIZE
INTERPRETATION-
According to servey20 person are select product of itrsquos availability pack size
40 person are select product of itrsquos price pack size 25 person are select
product of itrsquos family pack size 15 person are select product of itrsquos storage
pack size
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9 FREQUENCY OF
PURCHASE
INTERPRETATION-
According to servey30 People are purchase product after one month 55
People are purchase product after two months 15 People are purchase
product after six months
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COMPETITOR ANALYSIS
The key competitorrsquos of Dabur in the Chyawanprash segment are Baidyanath
Zandu and Himani which together with Dabur have about 85 of Indias domestic
market
Dabur is Indias largest Ayurvedic medicine supplier and the fourth largest
producer of FMCG It was established in 1884 and had grown to a business level
in 2003 of about 650 million dollars per year though only a fraction of that is
involved with Ayurvedic medicine Dabur Chyawanprash (herbal honey) has a
market share of 61We have tried to analyse the competition for Dabur in the
Chyawanprash segment as follows
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87
The Himani Group
It founded in 1974 provides a diverse range of products doing 110 million dollars
of business annually though only a portion is involved with Ayurvedic products
through its Himani line the company is mainly involved with toiletries and
cosmetics but also provides Chyawanprash and other health productsIts market
share is 12
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CONCLUSIONS
The Chyawanprash Industry is yet to capture the beverage market in full swing Packed Chyawanprash
followed by Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts the market The consumerrsquos patriotic love for tea and coffee is unfared
Chyawanprash are yet to establish their supplement use in the average household here in lies the great
opportunities Within the market it is safe to conclude that dabur has hit off ratherwell with the
masses
dabur has clearly lost it head start advantage and thereby acquiring just 35 of the market share while
others enjoys rest of the market share This could be well attributed to dabor successful ATA
(Availability Taste and Affordability) marketing module the attributes most rated by the consumersLack of publicity has hampered the growth progress of the brand so aggressive advertising is needed to
promote Chyawanprash and vatika hair oil brand
The brands such as that of Chyawanprash by vednath Chyawanprash with its lsquosonacahndi lsquoMinute-
madersquo and also US food giantssDel Monte are ready to hit the Chyawanprash market very soon
As the strategies of the companies keeps on changing be it in Chyawanprash industry a company has
to create perceptions and cover them into realities It is an expensive proposition requiring huge
expenditure on advertising sponsorships and media Thus the ideal company will be the one which
combines the high end technology with consumer insight
As 16 of the excise duty is exempted on food products in this budget Many food companies including
Dabur got benefited from it On the analysis of survey it was found that target Market of Chyawanprash
want quality benefit rather then Price benefit so it is better to stress on quality rather than on
decreasing price to increase sales and profit
To increase market share Dabur should give slight price benefit on Dabur brand so that customers of
other Juice brand should switch from other brand to Dabur brand
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89
Findings
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey100 satisfaction level of dabur product 80 satisfaction level of
Baidynath product 80 satisfaction level of Himani product 60 satisfaction level of
Zandu product
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis According to servey50 person are preferred 500gm
product 30 person are preferred 1kg product 20 person are preferred 250gm
product
According to servey20 person are select product of itrsquos availability pack size 40
person are select product of itrsquos price pack size 25 person are select product of itrsquos
family pack size 15 person are select product of itrsquos storage pack size
According to servey30 People are purchase product after one month 55 People are
purchase product after two months 15 People are purchase product after six months
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LIMITATIONS
No study is free from limitations The limitations of this study can be
Sample size taken is small and may not be sufficient to predict theresults with 100 accuracy
The result is based on primary and secondary data that has itrsquos own limitations
The study only covers the area of Delhi that may not beapplicable to other areas
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91
RECOMMENDATIONS
Focus on growing core brands across categories
Reaching out to new geographies within Hapur area
Improve operational efficiencies by leveraging technology
Be the preferred company to meet the health and personal grooming needs of
our target consumers with safe efficacious natural solutions by synthesizing the
deep knowledge of ayurveda and herbs with modern science
Provide consumers with innovative products within easy reach
Vatika hair care centre On the lines of Maricorsquos Kaya Skin Clinic Dabur
could start a venture called Vatika hair care centre which would provide total hair
care solutions It could have hair care experts to solve hair problemsServices could
include dandruff treatment straightening of hair treatment for split endsetc
Position Dabur Chyawanprash as not more of a medicine but as something
which is necessary for health
More initiatives like ldquo Dabur ki Deewarrdquo to increase brand visibility It is an
initiative to occupy shelf space
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92
BIBLIOGRAPHY
Books
Marketing Management Twelfth Edition ndash Philip Kotler amp Kevin Lane Keller
Websites
wwwgooglecom
wwwdaburcom
wwwtutor2unet
wwwbrandchannelcom
The time of india
Forbs magazing
Hinustan time
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YES NO
7Which pack size do you prefer
YES NO
8On what parameters do you choose this pack size
YES NO
9 how do u increase the company position
YES NO
10 how you increase your company position in market agains other company
YES NO
![Page 22: Making by Th Harsh Pandit](https://reader033.vdocuments.mx/reader033/viewer/2022052406/577cd3191a28ab9e7896af7d/html5/thumbnails/22.jpg)
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Dabur has an illustrious Board of Directors who are committed to take the
company onto newer levels of human endeavour in the service of mankind The
Board comprises of
Chairman
Vice-
Chairman
Dr Anand
Burman
Mr Amit Burman
Whole Time Directors
Mr PD Narang Mr Sunil
Duggal
Mr Pradip Burman
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23
Non Whole Time Promoters Directors
Mr Mohit Burman
Independent Directors
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24
His Highness
Maharaja
=Mr P N
Vijay
Mr R C
Bhargava
Dr S Narayan
Sunil DuggalChief Executive Officer
Dabur India Limited
Sunil Duggal took over as the Chief Executive Officer
of Dabur India Limited in June 2002 holding reins of the
organisation he joined in 1995
Mr Duggal started his career as a management trainee in
Wimco Limited in 1981 after getting his Engineering
Degree (Electrical amp Electronics) from BITS Pilani and
Business Management from IIM Calcutta His stint atWimco continued till 1994 with a break in between
when he joined Bennett
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25
Spanning a career of over 20 years Sunil Duggal has travelled widely across Indiaand handled diverse portfolios that have helped him understand the dynamics of
FMCG businesses and market trends He is well versed in the intricacies of Indias
regional diversities and consumer needs
Mr Duggal lives in Delhi with his wife and one child Whenever he gets a break
from his official responsibilities Mr Duggal likes to spend time at home with his
family and an occasional round of golf
Coleman amp Co Ltd for a short period In 1994 he moved to Pepsi Foods as GM
Sales Operation
In 1995 he came into the Dabur family as General Manager (Sales amp Marketing)
of the Family Products Division with products like Dabur Amla Lal Dant Manjan
and Vatika in his portfolio This Division spearheaded the spectacular growth
recorded by Dabur in this period Vatika was also launched during this period and
is now the Companys second biggest brand
With his dynamic spirit and leadership abilities he soon became Vice-President
and SBU-Head of the Family Products Division In July 2000 Mr Duggal was
appointed Director Sales and Marketing of Dabur India Limited And in 2002 he
became the CEO of the Company - a professional with valuable experience to
steer the company ahead in its growth plans
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27
Good corporate governance and transparency in actions of the management is key
to a strong bond of trust with the Companyrsquos stakeholders Dabur understands the
importance of good governance and has constantly avoided an arbitrary decision-
making process Our initiatives towards this end include
Professionalisation of the board
Lean and active Board(reduced from 16 to 10 members)
Less number of promoters on the Board
More professionals and independent Directors for better management
Governed through Board committees for Audit Remuneration Shareholder
Grievances Compensation and Nominations
Meets all Corporate Governance Code requirements of SEBI
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When our Founder Dr S K Burman first established Dabur he had a vision that
saw beyond the profit motive In his words What is that life worth which cannot
bring comfort to others This ideal of a humane and equitable society led to
initiatives taken to give back some part of what Dabur has gained from the
community
Our major initiatives in the Social sector include
Establishment of the Sustainable Development Society or Sundesh in 1993
- a non-profit organisation to promote research and welfare activities in rural
areas
Promoting health and hygiene amongst the underpriviledged through the
Chunni Lal Medical Trust and
Organising the Plant for Life programme for schoolchildren - to create
environmental awareness amongst young minds
Our commitment to Environment
Ancient wisdom of conservation
From times immemorial Indian sages and men of wisdom have understood and
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29
appreciated the value of nature and its conservation Our ancestors recognised
that if we grabbed from nature beyond what was healthy it would lead to all
round degradation and even the extinction of humanity That is why nature was
sanctified and worshipped in the form of gods and goddesses
Dabur upholds the tradition
Today we at Dabur also value natures bounty Without the fruits of nature the
vision of Dabur would never have been fulfilled And that is the reason for our
unfailing commitment to ecological conservation and regeneration We would like
to follow the principles of our ancient texts which say
Dehi me dadami te - you give me and I give you
Back to Nature
Rare herbs and medicinal plants are our most valuable resource from which all
our products are derived Due to overexploitation of these resources and
unsustainable practices these plants and herbs are fast reaching the point of
extinction In view of this critical situation Dabur has initiated some significant
programmes for ecological regeneration and protection of endangered plantsecies
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Plants for Life
We have set up the Plants for Life project in the mountainous regions of the
Himalayas Under the project a high-tech greenhouse facility has been set up for
developing saplings of rare and endangered medicinal plants Fully computer-
controlled and monitored this greenhouse maintains the highly critical
environmental parameters required for their survival We are also developing
quality saplings of more than 20 herbs 8 of them endangered through micro
propagation
In addition satellite nurseries spread across mountain villages and
contract cultivation of medicinal herbs helps in maintaining the ecological
balance These measures have also helped provide local cultivators the scientific
knowledge for harvesting herbs and a steady source of income So that they are
not forced to exploit the environment to earn a livelihood
Living a Green Heritage
These are significant steps that can contribute to a better world for coming
generations To whom we would like to bequeath a world not bereft of nature
But full of flowering and fruit bearing trees animals birds and humans living in
good health and complete harmony
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Kashambi Corporate Office
Corporate Office
Kaushambi
Ghaziabad - 201010
Uttar Pradesh India
Tel
+91 (0120) 3982000 (30 Lines)
+91 (0120) 3001000 (30 Lines)
Registered Office
83 Asaf Ali Road
ew Delhi ndash 110 002
Tel +91 (011) 23253488
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DABUR WORLD WIDE
Daburs mission of popularizing a natural lifestyle transcends national boundaries Today
there is global awareness of alternative medicine nature-based and holistic lifestyles and
an interest in herbal products Dabur has been in the forefront of popularizing this
alternative way of life marketing its products in more than 50 countries all over the
world
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Our products World Wide
We have spread ourselves wide and deep to be in close touch with our overseas
consumers
Offices and representatives in Europe America and Africa
A special herbal health care and personal care range successfully selling in
markets of the Middle East Far East and several European countries
Inroads into European and American markets that have good potential due to
resurgence of the back-to-nature movement
Export of Active Pharmaceutical Ingredients (APIs) manufactured under strict
international quality benchmarks to Europe Latin America Africa and other Asian
countries
Export of food and textile grade natural gums extracted from traditional plant
sources
Partnerships and Production
Strategic partnerships with leading multinational food and health care
companies to introduce innovations in products and services
Manufacturing facilities spread across 3 overseas locations to optimise
production by utilising local resources and the most modern technology available
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35
OVERVIEW OF FMCG SECTOR IN INDIA
The Indian FMCG sector is
the fourth largest sector
in the economy with a
total market size in excess
of US$ 131 billion It has
a strong MNC presence
and is characterised by a
well-established
distribution network
intense competition
between the organised and
unorganised segments and
low operational cost Availability of key raw materials cheaper labour costs and
presence across the entire value chain gives India a competitive advantageThe FMCG market is set to treble from US$ 116 billion in 2003 to US$ 334
billion in 2015 Penetration level as well as per capita consumption in most
product categories like jams toothpaste skin care hair wash etc in India is low
indicating the untapped market potential Burgeoning Indian population
particularly the middle class and the rural segments presents an opportunity to
makers of branded products to convert consumers to branded products Growth is
also likely to come from consumer upgrading in the matured product categories
With 200 million people expected to shift to processed and packaged food by
2010 India needs around US$ 28 billion of investment in the food-processing
industry
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India is one of the largest emerging markets with a population of over one billion
India is one of the largest economies in the world in terms of purchasing power
and has a strong middle class base of 300 millionAround 70 per cent of the total
households in India (188 million) resides in the rural areas The total number of
rural households are expected to rise from 135 million in 2001-02 to 153 million
in 2009-10 This presents the largest potential market in the world The annual
size of the rural FMCG market was estimated at around US$ 105 billion in 2001-
02 With growing incomes at both the rural and the urban level the market
potential is expected to expand further
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TMarketing Mi
Product Place
Target
Market
Price Promotion
The firm attempts to generate a positive response in the target market by blending
these four marketing mix variables in an optimal manner
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A Summary Table of the Marketing Mix
The following table summarizes the marketing mix decisions including a list of
some of the aspects of each of the 4Ps
Summary of Marketing Mix Decisions
Product Price Place Promotion
Functionality
Appearance
Quality
Packaging
Brand
Warranty
ServiceSuppor
t
List price
Discounts
Allowances
Financing
Leasing
options
Channel members
Channel
motivation
Market coverage
Locations
Logistics
Service levels
Advertising
Personal
selling
Public
relations
Message
Media
Budget
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DABUR FOODS SELLING PROCESS
Dabur food process of selling starts from stockiest
CampFA dose not have any process to play in the process of selling of dabur
foods products They are just Clearing amp Forwarding Agents they store the
manufacturing products and then supply it to stockiest
Stockiest pay the money to dabur foods through demand draft
Stockiest further sells the products to retailers
Retailer finally sells the products to consumers
MARKETING HOW DABUR FOODS IS USING MIX
Product
Appearance Dabur tries to make its products appear very attractive
Quality Quality of the product is really unmatchable as it is tested number of
times and its products are processed using very advanced machinery and
technology
Packaging Dabur products packaging is done in such a way that its juices does
not get expired before 6 months inspite of perishable products
Brand Dabur itself is a very reputed and well known brand in the market and its
Real juice is also known all over India
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40
Warranty Dabur as such does not gives any warranty but if there is any problem
in its products before expiry then they replace the product
ServiceSupport Dabur foods provide full support to its stockiest retailers and
consumers what so ever the problem is
Price
List price Dabur decide its price according to its competitors and the price
structure is different for retailers and stockiest
Discounts There are different discounts for retailers stockiest and consumer from
time to time
Allowances Special allowances are gicen to stockiest sales man if he acives his
targets
Place
Channel members Channel members or business partners of dabur are its
stockiest retailers
Channel motivation Channel motivation for dabur is pull and push strategy
Market coverage Dabur Foods has a distribution network that covers 175 towns
and 75 thousand retail outlets making its product available to the consumers across
the country at ease
Locations Dabur foods try to cover or tries to place its products in each and every
shop and every location
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Promotion
Advertising Dabur products are advertised through television newspapers
magazine etc
Personal selling Dabur hardly do any personal selling except in tent shows and
road shows Same for less amp more for same
Media Media of promotion is TV Radio newspapers magazine
Budget Budget is Decided by finance team for different strategic business unit
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Critique of selling
In theory the purpose of selling is to help a customer realize his or her goals in an
economic fashion However in reality this is not always the case Customers can be influenced to purchase a product or service that initially was not of interest to
them Some salespeople are trained in the art of selling customers things they dont
need
Take for example the purchasing of a car a consumer may have a set of cars in
mind (called an evoked set) that she feels match her needs wants and budget She
may seek the advice of a salesperson given that a salesperson can help her realize
the right car given those criteria This can be a socially useful function salespeople
have specialized knowledge of products that can help consumers make an informed
decision However a salesperson may also talk a consumer into purchasing a more
expensive or perhaps larger car then she needs or can afford In this context the
salesperson may have usefully helped the customer re-evaluate her needs thereby
establishing a new set of appropriate choices among which included the newer orlarge car This again would be a helpful and useful service provided by the
salesperson However it is sometimes the case that customers purchase a product
or service that was not initially intended and remains an inappropriate purchase
after the fact On the other hand the consumer in this scenario can be held partially
responsible for the inappropriate purchase indeed A fool and his money are soon
parted (PT Barnum English proverbs)
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This dysfunctional behavior is encouraged by
Incentives of salespeople to increase their total number of sales especially where
retailers keep track of sales or offer commission-based salaries
Incentives from the manufactures of products or the companies of service
providers to salespeople to sell their products where other similar products
offered by competitors are offered
The incentive to sell a customer a product that is in need of being cleared
out despite the fact that a customer may be better to wait for the new
product
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Channel Of Distributions
Manufacturing Plant
Clearing and forwarding agent (different regions)
Stockist A Stockist B Stockist C
Retailers Retailers Retailers Retailers Retailers Retailers
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CONSUMERS
The above diagram it shows channel of distribution of dabur foods here first the products are manufactured and from Manufacturing plants the packed goods are
supplied to Clearing And Forwarding Agents(CampFA) and from here the goods are
then further supplied to number of Stockiest or Distributors from here goods
reaches to large number of Retailers and it is the duty of Stockiest to take orders
from retailers and then supply the goods to them this work is generally done by
stockiest salesman through ready stock or by taking orders first and then placing
the order From here the goods finally reaches to Customers Customer purchases
the product from retailers
This was the basic Channel of Distribution used by Dabur Foods now I will throw
light on each channel of distribution of Dabur Foods
Supply Chain Management
Supply chain management starts before physical distribution it involves procuring
the right inputs (raw materials components and capital equipment) converting
them into finished products and dispatching them to the final destinations The
supply chain perspective can help identify superior suppliers and distributors and
help them improve productivity which ultimately brings down the companyrsquos
costs
A broader view sees a company at the center of a value network that
includes its suppliers its immediate customers and their end customers The value
network includes valued relations with others such as university researchers
government approval agencies and so on
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MANUFACTURING PLANT
Dabur Foods has Number of products in its product line but its main area of
interest or the product on which they concentrate the most is Real Juice amp Coolers
Dabur has its manufacturing plant at Nepal and at Jaipur where juice is
manufactured and tested
PROCUREMENT amp TRANSPORT
Getting the raw material and packaging material requirement from the
production unit in charge
Constant updates on the procurement of materials and transport details
Production details and ingredient content information from the different personnel and coordinating this activity
PACKAGING
Approval and coordination of the supply of packaging material to the
production unit
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CLEARING AND FORWARDING AGENTA (CampFA)
From manufacturing plant the stock is transported or supplied to clearing
and forwarding agents
Clearing and Forwarding Agents is a third party and Dabur gives contract to
them so company has nothing to do in building the relationship with them
Here CampFA keep or stock the goods with them
They charge dabur for stocking the good and even dabur donrsquot mind doing
so as it is a measure of cost cutting as well as there is no need for gowdowns
and maintenance
For Ghazizbad Meerut Delhi NCR there is one CampFA whish is situated in
Mohan Nagar here all goods which dabur foods hare kept here
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STOCKIEST OR DISTRIBUTORS
Stockiest store the products in their godowns CampFA supplies the goods to
them as per their order
Stockiest has some sales men working under him they are known as
stockiest sales man Their work is to place the products in the market and
take order from retailers and then supply goods to them
Sales man either take ready stock with them or they first take orders and
then supply goods later on
There is a beat which is a schedule route of sales man means sales man has
to daily cover the route as mention in the beat
Merchandising making products visible pasting posters putting banners
and seeing that goods are properly placed in the retail outlets is also the duty
of stockiest sales man
Companiesrsquo sales officer keeps a check on the stockiest and monthly report
is also prepared which is further analyzed by ASM amp ZSM
In Noida Dabur has 1 stockist and in Ghaziabad 1
RETAILERS
Retailers are backbone of the company as they are the one who can take the
product on new heights or can bring it down to toes
Stockiest supplies goods to retailers and tries Persuading retailers to give the
brand special displays (using merchandising tools) to get affective brand
presence and arranging it in more noticeable manner
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Classification of outlets in different type of markets is different according to
their sales volume
TYPES OF RETAILS OUTLETS
Class Average Monthly Business
A Above 10000
B 5000-10000
C Upto 5000
Margin of retailers is always higher than stockiest
Retailers are the one who have direct contact with the customers
Dabur Foods has a distribution network that covers 175 towns and 75
thousand retail outlets making its product available to the consumers across
the country at ease
TYPES OF RETAIL MARKET
The retail market can be classified on the basis of magnitude of retail
SCATTERED MARKET
Lesser no of outlets and
Extensive outlets
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50
BLOCK MARKET
Large no of retail outlets in chunk
SUPER MARKET
Through their superior information logistical systems and buying power deliver
good service and immense volumes of products at attractive prices
CHAIN OUTLETS
Having more than one key outlet all across with a single control unit and central
purchasing strategy
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M PRODUCT LINE
Foods
Real
Real Activ
Hommade
Lemoneez
Capsico
Health Care
Baby Care
Dabur Lal Tail
Dabur Baby Olive Oil
Dabur Janma Ghunti
Health Supplements
Dabur Chyawanprash Dabur Glucose D
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Digestives
Hajmola Yumstick
Hajmola Mast Masala
Anardana
Hajmola
Hajmola Candy
Hajmola Candy Fun2
Pudin Hara (Liquid and Pearls)
Pudin Hara G
Dabur Hingoli
Natural Cures
Shilajit Gold
Nature Care Sat Isabgol
Shilajit
Ring Ring
Itch Care
Backaid
Shankha Pushpi Dabur Balm
Sarbyna Strong
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Personal Care
Hair Care Oil
Amla Hair Oil
Amla Lite Hair Oil
Vatika Hair Oil
Anmol Sarson Amla
Hair Care Shampoo
Anmol Silky Black Shampoo
Vatika Henna Conditioning Shampoo
Vatika AntiDandruff Shampoo
Anmol Natural Shine Shampoo
Oral Care
Dabur Red Gel
Dabur Red Toothpaste
Babool Toothpaste
Dabur Lal Dant Manjan
Dabur Binaca
Toothbrush
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Dabur Amongst Top Three Most
Respected FMCG Companies
Dabur Real Bags Gold In Readers
Digest Trusted Brand Awards
Dabur Figures In Top Great PlaceTo Work 2006 List
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Dabur has been ranked
amongst Indias Most
Innovative Companies by
a Business Today-Monitor
Group survey
Hajmola has been ranked
34th in Indiarsquos 100 Most
Valuable Brands list
Hajmola one of the
strongest brands in
Daburs portfolio
has been listed
among the Top 18
Iconic Brands in
India that have
stood the test oftime
Dabur Indiarsquos fruit juice
brand Reacuteal awarded the
Three Dabur brands --
Hajmola Dabur Amla and
Hajmola moves up
11 spots to take the
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Readerrsquos Digest Gold
Trusted Brand Award
2008 in the food amp
beverages category
Vatika -- have debuted in
the Economic Times
Brand Equitys Most
Trusted Brands 2008 list
Besides Dabur Foods has
climbed up to take the
40th spot
34th position
among Indias Top
100 Most Valuable
Brands of 2008
released by 4Ps and
ICMR
Dabur India Ltd has been ranked 28th in the list of Indias Top 50 Most
valuable (Company) Brands by Brand Finance
newu was voted the Most
Admired New Retail
Launch of the year at
Images Retail Awards
Dabur India CEO Mr
Sunil Duggal was named
Best Corporate Leader of
2008 at the BampE
Leadership and Excellence
Dabur India Ltd
was ranked the
Business Leader in
the FMCG -
Personal Care
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58
Awards Category at the
NDTV Profit
Business
Leadership Award
2008
Dabur India Ltd CEO Mr
Sunil Duggal has been
ranked among Indias
Most valueable CEOs by
Business World
Dabur India Ltd has been listed among the Super
100 of India Inc prepared by Business India
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59
Dedicated to the health and well being of every household
This is our company We accept personal responsibility and accountability to meet business needs
We all are leaders in our area of responsibility with a deep commitment to deliver results We are determined to be the best at doing what matters most
People are our most important asset We add value through result driven training and we encourage amp reward excellence
We have superior understanding of consumer needs and develop products to fulfill them better
We work together on the principle of mutual trust amp transparency in a boundary-less organisation We are intellectually honest in advocating proposals includingrecognizing risks
Continuous innovation in products amp processes is the basis of our success
We are committed to the achievement of business success with integrity We are honest with consumers with business partners and with each other
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INTRODUCTION OF DABUR CHYWANPRASH
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Dabur Chyawanprash the trusted name for your entire familys health
Dabur Chyawanprash has anti-oxidant properties amp strengthens your bodysinternal defense mechanism the immune system thereby protecting you fromeveryday infections cough cold amp stress etc
At a time when flu and viruses are everywhere your immunity system provides the best prevention from these deadly diseases Chyawanprash a time-tested age-
old formulation has a number of herbs like Amla known to be one of the bestantioxidants Giloy (Guduchi) known to have immuno modulatory properties andhas more than 40 other natural ingredients to boost immunity
Dabur Chyawanprash The Health Giver
Derived from 2500-year-old Ayurvedic formula
Totally chemical-free natural and safe Powerful combination of herbs and plant extracts in a
base of Amla fruit pulp Refined by Dabur to provide traditional goodness with best quality
Reinforces the immune system amp helps fight disease Trusted health provider of a majority of Indian households
Usage
Dabur Chyawanprash has a tangy sweet-sour taste and the consistency of jamIt can be taken directly or with milk and as bread spread In all cases itstherapeutic properties remain stable and active In winters have a glass ofwarm milk after having Chyawanprash In summers have a glass of cold milkafter having Chyawanprash
Dose
1-2 teaspoonful
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STP ANALYSIS OF DABUR CHYAWANPRASH
SEGMENTATION
Dabur Chyawanprash is the market leader in the Chyawanprash segment It
comes under the category of health supplements The segments that it considers
are growing kids competitive youth ever busy housewives and the aged
For the growing kids In todays competitive environment the children are under
high pressure to excel
For the competitive youth Modern life keeps the youth busy and demands them
to be active and efficient
For ever-busy housewives The homemaker needs to be fit in order to shoulder
all responsibilities
For the aged Old age weakens a person physically and mentally
After segmenting the population into these categories it aims to keep them fit
and healthy
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TARGETING
Traditionally chyawanprash was supposed to be a health supplement for the
aged and kids Dabur Chyawanprash (DCP) is now targeting adults housewives
youth and kids This it is trying to achieve through its promotion activities by
making Amitabh Bacchan and Vivek Oberoi do the endorsement act Amitabh
has been projected as a user of Chyawanprash attempting to establish the
relevance of DCP amongst the adults in todayrsquos demanding lifestyle Vivek who
represents an urban ambitious non-user with a mindset that Chyawanprash is not
for him meets his moment of truth when outperformed by a young
Chyawanprash user thus reaching out to kids His final conversion from a non-
user to a Chyawanprash user connects with the Youth These two ads compliment
each other and connect very well with the targeted consumers
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POSITIONING
Andar se strongrdquo Dabur chyawanprash has the tag line Andar se strongrdquo By
using a natural language instead of scientific language it is able to connect with
the consumers and is able to achieve a better positioning in the minds of the
Indian health conscious consumer A category like Chyawanprash for instance
needs to understand that in employing the category language it loses any chance
of expressing its own benefit distinctively
Holistic Health benefit of Ayurveda Dabur Chyawanprash helps in stimulating
immune system relieving stress improving stamina fighting aging through anti-
oxidant property improving lung function fighting respiratory infections amp
building resistance to disease The brand conveys this health conscious holistic
view of the product
Brand Trust Over 100 years of Daburrsquos experience in Ayurveda ensures selection
processing and quality control of right herbs along with scientific and clinical
studies ndash makes DCP a trustworthy offering for consumers Consumers view DCP
as a product by a trusted brand and therefore do not need to think twice beforemaking a purchasing decisio
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MARKETING MIX OF DABUR CHYAWANPRASH
Dabur Chyawanprash is the market leader in the chyawanprash segment and has
achieved this with its innovative product offering pricing strategy easy
availability and promotion campaigns In the marketing mix of Dabur we shall be
discussing the 4 Ps of marketing mix with respect to Dabur Chyawanprash The
mix shall be analyzed as followed
Product
Price
Place
Promotion
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Product Price Promotion Place
bull Product
Variety
bull Quality
bull Design
bull Features
bull Brand
Names
bull Services
bull List Price
bull Discount
bull Financing
Schemes
bull Credit Terms
bull Advertising amp
Promotion
bull Public Relations
bull Sponsorships
bull Internet
Marketing
bull Channels
bull Location
bull Inventory
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PRODUCT
Dabur Chyawanprash is the leader in the Chyawanprash category
and enjoys a market share of 61 per cent In 50s Dabur pioneered the
concept of branded Chyawanprash and since has invested heavily in
product development clinical studies and consumer awareness The
product is essentially a health supplement
Known as the ldquoelixir of liferdquo Chyawanprash has (clinically) proven benefits in
maintaining smooth body functioning The principal ingredient Amla (Indian
Gooseberry) acts as an anti-oxidant and immuno-stimulant Dabur Chyawanprash
helps in stimulating immune system relieving stress improving stamina fighting
aging through anti-oxidant property improving lung function fighting respiratory
infections amp building resistance to disease It is these properties that make Dabur
Chyawanprash a preferred choice for its users
Ingredients of Dabur Chyawanprash
Vishwast Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts
Special Vishwast fortified with additional health beneficial herbs like
Keshar Akarkara etc
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Packaging
n
The figure above shows the evolution of the packaging of Dabur Chyawanprash
Dabur continuously innovates the package and branding of its chayawanprash It
launched Dabur Chyawanprash first in 1949 in a tin pack and it was the first
branded Chyawanprash in India Later Dabur came out with its new packet of
Chyawanprash with Amitabh Bachchan as their brand ambassador It also
received ldquoBrand Relaunch of the Year ldquoaward from IMA
Available in
Dabur Chyawanprash is available in three sizes to cater to the needs of different
types of people
1 One kilogram pack
2 500 gram pack
3 250 gram pack
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PRICE
The pricing of Dabur chyawanprash is very competitive Dabur chyawanprash uses
second degree price discrimination ie more the quantity lower the price
1kg Rs19500
500gms Rs11000
250gms Rs 6200
PRICEQUALITY MATRIX
Pricerarr
Quality
darr
High Middle Low
High
Luxury
Segment
Ideal For
Penetration
DABUR
CHYAWANPRASH
Premiere
Offering
Middle
Overpriced Average Real
Bargain
Low
Make The Sale
and Run
Unhappy
Customers
Cheap
Goods
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PLACE
Dabur has a very wide distribution of its products through 16 million retail outlets
and 50 C amp F agents all over India who distribute products to the retailers Adistribution of C amp F agents and manufacturing locations is given below
Daburrsquos distribution network extends beyond India in the following countries as
well
Distribution Network
Central North amp South America
Australia
Asia
Middle East
North amp South Africa
East amp West Europe
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PROMOTION
The main form of promotional activities of Dabur chyawanprash are concentrated
towards advertising and it has neglible sales promotional activities
Advertising
Nothing can happen without establishing the brandrsquos heritage emphasizing
technological prowess explaining benefits and building bonds with prospective
buyers Ads are necessary because the images are still mouldable and fluid and
the consumerrsquos sophistication level is low Dabur chyawanprash is advertised on
print media as well as on television
The company has launched two ads one each with Amitabh and Vivek in
national electronic media followed by a series of print media campaign directed
towards creating awareness to educate people about the holistic benefits of
ChyawanprashThe ads have been created by McCann Ericsson and the company
would be spending close to Rs 10 crore in promotional campaign this year The
ads would also be translated in Bengali These advertisements are supposed to
target the old and the younger generation respectively
Thecompany has launched a new ad with MS Dhoni who is leader of Indian
cricket team
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SWOT ANALYSIS OF DABUR
STRENGTHS
Strong presence in well defined
niches( like value added Hair Oil and
Ayurveda specialities)
Core knowledge of Ayurveda as
competitive advantage
Strong Brand Image
Product Development Strength
Strong Distribution Network
Extensive Supply Chain
IT Initiatives
R amp D ndash a key strength
WEAKNESS
Seasonal Demand( like
chyawanprash in winter and Vatika not
in winter)
Low Penetration(Chyawanprash)
High price(Vatika)
Limited differentiation (Vatika)
Unbranded players account for
the 23rd of the total market(Vatika)
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OPPORTUNITIES
Untapped
Market(Chyawanprash)
Market Development
Export opportunities
Innovation
Increasing income level of the
middle class Creating additional consumption
pattern
THREATS
Existing Competition( like
Himani baidyanath and Zandu for
Dabur Chyawanprash and MaricoKeo
Karpin HLL and Bajaj for Vatika Hair Oil)
New Entrants
Threat from substitutes (like
Bryllcream for Vatika hair oil)
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OBJECTIVE OF THE STUDY
The major objective of the survey is to collect the data from outlets in the
specified areas where cold drinks are to be sold
To make an assessment of availability of several brands of dabur in
different packs and size in the specified areas
To make an assessment of market presence program of the dabur
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Research Methodology
Data collection
Sample unit
1) working people (including men amp women) amp housewife
2) college students
3) school students
4) senior citizens
5) Retailer
Sample size
1 working people amp housewife 30
2 college students 25
3 school students 20
4 senior citizens 15
5 Retailer 10
Sampling techniques
Judgmental sampling techniques used
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Sampling region
Sampling region will be DELHI in rural area
Data collection method
1 Primary data It will be collected with the help of a self administered
questionnaire
2 Secondary data it will be collected with the help of books research
papers magazines news papers journals internet etc
3
Research instruments
Questionnaire design
As the questionnaire is self administrated one the survey will be simple and user
friendly Words used in questionnaire will be readily understandable to all
respondent Also technical jargons will be avoided to ensure that there is no
confusion for respondents
Data Analysis - Data analysis will be done with the help of MS Excel and SPSS
Software
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DATA ANALYSIS
DABUR CHYAWANPRASH
1 AWARNESS LEVEL
I
NTERPRETATION-
According to serveyAll person are know the dabur100 person of dabur65
person kmow the Baidyanathamp Dabur 40 people of HimaniBaidyanath and
Dabur 60 person of ZanduHimaniBaidyanath and Dabur
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2 PREFERRED BRAND
INTERPRETATION-
According to servey60 person are preferred dabur product 15 person are
preferred Baidynath product 15 person are preferred Himani product 10 person
are preferred Zandu
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3SATISFACTION LEVEL
INTERPRETATION-
According to servey100 satisfaction level of dabur product 80 satisfaction level
of Baidynath product 80 satisfaction level of Himani product
60 satisfaction level of Zandu product
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4 REASONS FOR SELECTING A PARTICULAR BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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5HOW DID YOU COME TO KNOW ABOUT THIS BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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6 PREFERRED PACK SIZE
INTERPRETATION-
According to servey50 person are preferred 500gm product 30 person are
preferred 1kg product 20 person are preferred 250gm product
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8 REASON TO SELECT PREFERRED PACK SIZE
INTERPRETATION-
According to servey20 person are select product of itrsquos availability pack size
40 person are select product of itrsquos price pack size 25 person are select
product of itrsquos family pack size 15 person are select product of itrsquos storage
pack size
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9 FREQUENCY OF
PURCHASE
INTERPRETATION-
According to servey30 People are purchase product after one month 55
People are purchase product after two months 15 People are purchase
product after six months
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COMPETITOR ANALYSIS
The key competitorrsquos of Dabur in the Chyawanprash segment are Baidyanath
Zandu and Himani which together with Dabur have about 85 of Indias domestic
market
Dabur is Indias largest Ayurvedic medicine supplier and the fourth largest
producer of FMCG It was established in 1884 and had grown to a business level
in 2003 of about 650 million dollars per year though only a fraction of that is
involved with Ayurvedic medicine Dabur Chyawanprash (herbal honey) has a
market share of 61We have tried to analyse the competition for Dabur in the
Chyawanprash segment as follows
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The Himani Group
It founded in 1974 provides a diverse range of products doing 110 million dollars
of business annually though only a portion is involved with Ayurvedic products
through its Himani line the company is mainly involved with toiletries and
cosmetics but also provides Chyawanprash and other health productsIts market
share is 12
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CONCLUSIONS
The Chyawanprash Industry is yet to capture the beverage market in full swing Packed Chyawanprash
followed by Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts the market The consumerrsquos patriotic love for tea and coffee is unfared
Chyawanprash are yet to establish their supplement use in the average household here in lies the great
opportunities Within the market it is safe to conclude that dabur has hit off ratherwell with the
masses
dabur has clearly lost it head start advantage and thereby acquiring just 35 of the market share while
others enjoys rest of the market share This could be well attributed to dabor successful ATA
(Availability Taste and Affordability) marketing module the attributes most rated by the consumersLack of publicity has hampered the growth progress of the brand so aggressive advertising is needed to
promote Chyawanprash and vatika hair oil brand
The brands such as that of Chyawanprash by vednath Chyawanprash with its lsquosonacahndi lsquoMinute-
madersquo and also US food giantssDel Monte are ready to hit the Chyawanprash market very soon
As the strategies of the companies keeps on changing be it in Chyawanprash industry a company has
to create perceptions and cover them into realities It is an expensive proposition requiring huge
expenditure on advertising sponsorships and media Thus the ideal company will be the one which
combines the high end technology with consumer insight
As 16 of the excise duty is exempted on food products in this budget Many food companies including
Dabur got benefited from it On the analysis of survey it was found that target Market of Chyawanprash
want quality benefit rather then Price benefit so it is better to stress on quality rather than on
decreasing price to increase sales and profit
To increase market share Dabur should give slight price benefit on Dabur brand so that customers of
other Juice brand should switch from other brand to Dabur brand
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Findings
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey100 satisfaction level of dabur product 80 satisfaction level of
Baidynath product 80 satisfaction level of Himani product 60 satisfaction level of
Zandu product
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis According to servey50 person are preferred 500gm
product 30 person are preferred 1kg product 20 person are preferred 250gm
product
According to servey20 person are select product of itrsquos availability pack size 40
person are select product of itrsquos price pack size 25 person are select product of itrsquos
family pack size 15 person are select product of itrsquos storage pack size
According to servey30 People are purchase product after one month 55 People are
purchase product after two months 15 People are purchase product after six months
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LIMITATIONS
No study is free from limitations The limitations of this study can be
Sample size taken is small and may not be sufficient to predict theresults with 100 accuracy
The result is based on primary and secondary data that has itrsquos own limitations
The study only covers the area of Delhi that may not beapplicable to other areas
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RECOMMENDATIONS
Focus on growing core brands across categories
Reaching out to new geographies within Hapur area
Improve operational efficiencies by leveraging technology
Be the preferred company to meet the health and personal grooming needs of
our target consumers with safe efficacious natural solutions by synthesizing the
deep knowledge of ayurveda and herbs with modern science
Provide consumers with innovative products within easy reach
Vatika hair care centre On the lines of Maricorsquos Kaya Skin Clinic Dabur
could start a venture called Vatika hair care centre which would provide total hair
care solutions It could have hair care experts to solve hair problemsServices could
include dandruff treatment straightening of hair treatment for split endsetc
Position Dabur Chyawanprash as not more of a medicine but as something
which is necessary for health
More initiatives like ldquo Dabur ki Deewarrdquo to increase brand visibility It is an
initiative to occupy shelf space
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BIBLIOGRAPHY
Books
Marketing Management Twelfth Edition ndash Philip Kotler amp Kevin Lane Keller
Websites
wwwgooglecom
wwwdaburcom
wwwtutor2unet
wwwbrandchannelcom
The time of india
Forbs magazing
Hinustan time
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YES NO
7Which pack size do you prefer
YES NO
8On what parameters do you choose this pack size
YES NO
9 how do u increase the company position
YES NO
10 how you increase your company position in market agains other company
YES NO
![Page 23: Making by Th Harsh Pandit](https://reader033.vdocuments.mx/reader033/viewer/2022052406/577cd3191a28ab9e7896af7d/html5/thumbnails/23.jpg)
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Non Whole Time Promoters Directors
Mr Mohit Burman
Independent Directors
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His Highness
Maharaja
=Mr P N
Vijay
Mr R C
Bhargava
Dr S Narayan
Sunil DuggalChief Executive Officer
Dabur India Limited
Sunil Duggal took over as the Chief Executive Officer
of Dabur India Limited in June 2002 holding reins of the
organisation he joined in 1995
Mr Duggal started his career as a management trainee in
Wimco Limited in 1981 after getting his Engineering
Degree (Electrical amp Electronics) from BITS Pilani and
Business Management from IIM Calcutta His stint atWimco continued till 1994 with a break in between
when he joined Bennett
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Spanning a career of over 20 years Sunil Duggal has travelled widely across Indiaand handled diverse portfolios that have helped him understand the dynamics of
FMCG businesses and market trends He is well versed in the intricacies of Indias
regional diversities and consumer needs
Mr Duggal lives in Delhi with his wife and one child Whenever he gets a break
from his official responsibilities Mr Duggal likes to spend time at home with his
family and an occasional round of golf
Coleman amp Co Ltd for a short period In 1994 he moved to Pepsi Foods as GM
Sales Operation
In 1995 he came into the Dabur family as General Manager (Sales amp Marketing)
of the Family Products Division with products like Dabur Amla Lal Dant Manjan
and Vatika in his portfolio This Division spearheaded the spectacular growth
recorded by Dabur in this period Vatika was also launched during this period and
is now the Companys second biggest brand
With his dynamic spirit and leadership abilities he soon became Vice-President
and SBU-Head of the Family Products Division In July 2000 Mr Duggal was
appointed Director Sales and Marketing of Dabur India Limited And in 2002 he
became the CEO of the Company - a professional with valuable experience to
steer the company ahead in its growth plans
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27
Good corporate governance and transparency in actions of the management is key
to a strong bond of trust with the Companyrsquos stakeholders Dabur understands the
importance of good governance and has constantly avoided an arbitrary decision-
making process Our initiatives towards this end include
Professionalisation of the board
Lean and active Board(reduced from 16 to 10 members)
Less number of promoters on the Board
More professionals and independent Directors for better management
Governed through Board committees for Audit Remuneration Shareholder
Grievances Compensation and Nominations
Meets all Corporate Governance Code requirements of SEBI
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When our Founder Dr S K Burman first established Dabur he had a vision that
saw beyond the profit motive In his words What is that life worth which cannot
bring comfort to others This ideal of a humane and equitable society led to
initiatives taken to give back some part of what Dabur has gained from the
community
Our major initiatives in the Social sector include
Establishment of the Sustainable Development Society or Sundesh in 1993
- a non-profit organisation to promote research and welfare activities in rural
areas
Promoting health and hygiene amongst the underpriviledged through the
Chunni Lal Medical Trust and
Organising the Plant for Life programme for schoolchildren - to create
environmental awareness amongst young minds
Our commitment to Environment
Ancient wisdom of conservation
From times immemorial Indian sages and men of wisdom have understood and
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29
appreciated the value of nature and its conservation Our ancestors recognised
that if we grabbed from nature beyond what was healthy it would lead to all
round degradation and even the extinction of humanity That is why nature was
sanctified and worshipped in the form of gods and goddesses
Dabur upholds the tradition
Today we at Dabur also value natures bounty Without the fruits of nature the
vision of Dabur would never have been fulfilled And that is the reason for our
unfailing commitment to ecological conservation and regeneration We would like
to follow the principles of our ancient texts which say
Dehi me dadami te - you give me and I give you
Back to Nature
Rare herbs and medicinal plants are our most valuable resource from which all
our products are derived Due to overexploitation of these resources and
unsustainable practices these plants and herbs are fast reaching the point of
extinction In view of this critical situation Dabur has initiated some significant
programmes for ecological regeneration and protection of endangered plantsecies
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Plants for Life
We have set up the Plants for Life project in the mountainous regions of the
Himalayas Under the project a high-tech greenhouse facility has been set up for
developing saplings of rare and endangered medicinal plants Fully computer-
controlled and monitored this greenhouse maintains the highly critical
environmental parameters required for their survival We are also developing
quality saplings of more than 20 herbs 8 of them endangered through micro
propagation
In addition satellite nurseries spread across mountain villages and
contract cultivation of medicinal herbs helps in maintaining the ecological
balance These measures have also helped provide local cultivators the scientific
knowledge for harvesting herbs and a steady source of income So that they are
not forced to exploit the environment to earn a livelihood
Living a Green Heritage
These are significant steps that can contribute to a better world for coming
generations To whom we would like to bequeath a world not bereft of nature
But full of flowering and fruit bearing trees animals birds and humans living in
good health and complete harmony
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Kashambi Corporate Office
Corporate Office
Kaushambi
Ghaziabad - 201010
Uttar Pradesh India
Tel
+91 (0120) 3982000 (30 Lines)
+91 (0120) 3001000 (30 Lines)
Registered Office
83 Asaf Ali Road
ew Delhi ndash 110 002
Tel +91 (011) 23253488
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DABUR WORLD WIDE
Daburs mission of popularizing a natural lifestyle transcends national boundaries Today
there is global awareness of alternative medicine nature-based and holistic lifestyles and
an interest in herbal products Dabur has been in the forefront of popularizing this
alternative way of life marketing its products in more than 50 countries all over the
world
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Our products World Wide
We have spread ourselves wide and deep to be in close touch with our overseas
consumers
Offices and representatives in Europe America and Africa
A special herbal health care and personal care range successfully selling in
markets of the Middle East Far East and several European countries
Inroads into European and American markets that have good potential due to
resurgence of the back-to-nature movement
Export of Active Pharmaceutical Ingredients (APIs) manufactured under strict
international quality benchmarks to Europe Latin America Africa and other Asian
countries
Export of food and textile grade natural gums extracted from traditional plant
sources
Partnerships and Production
Strategic partnerships with leading multinational food and health care
companies to introduce innovations in products and services
Manufacturing facilities spread across 3 overseas locations to optimise
production by utilising local resources and the most modern technology available
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35
OVERVIEW OF FMCG SECTOR IN INDIA
The Indian FMCG sector is
the fourth largest sector
in the economy with a
total market size in excess
of US$ 131 billion It has
a strong MNC presence
and is characterised by a
well-established
distribution network
intense competition
between the organised and
unorganised segments and
low operational cost Availability of key raw materials cheaper labour costs and
presence across the entire value chain gives India a competitive advantageThe FMCG market is set to treble from US$ 116 billion in 2003 to US$ 334
billion in 2015 Penetration level as well as per capita consumption in most
product categories like jams toothpaste skin care hair wash etc in India is low
indicating the untapped market potential Burgeoning Indian population
particularly the middle class and the rural segments presents an opportunity to
makers of branded products to convert consumers to branded products Growth is
also likely to come from consumer upgrading in the matured product categories
With 200 million people expected to shift to processed and packaged food by
2010 India needs around US$ 28 billion of investment in the food-processing
industry
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India is one of the largest emerging markets with a population of over one billion
India is one of the largest economies in the world in terms of purchasing power
and has a strong middle class base of 300 millionAround 70 per cent of the total
households in India (188 million) resides in the rural areas The total number of
rural households are expected to rise from 135 million in 2001-02 to 153 million
in 2009-10 This presents the largest potential market in the world The annual
size of the rural FMCG market was estimated at around US$ 105 billion in 2001-
02 With growing incomes at both the rural and the urban level the market
potential is expected to expand further
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TMarketing Mi
Product Place
Target
Market
Price Promotion
The firm attempts to generate a positive response in the target market by blending
these four marketing mix variables in an optimal manner
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A Summary Table of the Marketing Mix
The following table summarizes the marketing mix decisions including a list of
some of the aspects of each of the 4Ps
Summary of Marketing Mix Decisions
Product Price Place Promotion
Functionality
Appearance
Quality
Packaging
Brand
Warranty
ServiceSuppor
t
List price
Discounts
Allowances
Financing
Leasing
options
Channel members
Channel
motivation
Market coverage
Locations
Logistics
Service levels
Advertising
Personal
selling
Public
relations
Message
Media
Budget
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DABUR FOODS SELLING PROCESS
Dabur food process of selling starts from stockiest
CampFA dose not have any process to play in the process of selling of dabur
foods products They are just Clearing amp Forwarding Agents they store the
manufacturing products and then supply it to stockiest
Stockiest pay the money to dabur foods through demand draft
Stockiest further sells the products to retailers
Retailer finally sells the products to consumers
MARKETING HOW DABUR FOODS IS USING MIX
Product
Appearance Dabur tries to make its products appear very attractive
Quality Quality of the product is really unmatchable as it is tested number of
times and its products are processed using very advanced machinery and
technology
Packaging Dabur products packaging is done in such a way that its juices does
not get expired before 6 months inspite of perishable products
Brand Dabur itself is a very reputed and well known brand in the market and its
Real juice is also known all over India
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Warranty Dabur as such does not gives any warranty but if there is any problem
in its products before expiry then they replace the product
ServiceSupport Dabur foods provide full support to its stockiest retailers and
consumers what so ever the problem is
Price
List price Dabur decide its price according to its competitors and the price
structure is different for retailers and stockiest
Discounts There are different discounts for retailers stockiest and consumer from
time to time
Allowances Special allowances are gicen to stockiest sales man if he acives his
targets
Place
Channel members Channel members or business partners of dabur are its
stockiest retailers
Channel motivation Channel motivation for dabur is pull and push strategy
Market coverage Dabur Foods has a distribution network that covers 175 towns
and 75 thousand retail outlets making its product available to the consumers across
the country at ease
Locations Dabur foods try to cover or tries to place its products in each and every
shop and every location
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Promotion
Advertising Dabur products are advertised through television newspapers
magazine etc
Personal selling Dabur hardly do any personal selling except in tent shows and
road shows Same for less amp more for same
Media Media of promotion is TV Radio newspapers magazine
Budget Budget is Decided by finance team for different strategic business unit
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Critique of selling
In theory the purpose of selling is to help a customer realize his or her goals in an
economic fashion However in reality this is not always the case Customers can be influenced to purchase a product or service that initially was not of interest to
them Some salespeople are trained in the art of selling customers things they dont
need
Take for example the purchasing of a car a consumer may have a set of cars in
mind (called an evoked set) that she feels match her needs wants and budget She
may seek the advice of a salesperson given that a salesperson can help her realize
the right car given those criteria This can be a socially useful function salespeople
have specialized knowledge of products that can help consumers make an informed
decision However a salesperson may also talk a consumer into purchasing a more
expensive or perhaps larger car then she needs or can afford In this context the
salesperson may have usefully helped the customer re-evaluate her needs thereby
establishing a new set of appropriate choices among which included the newer orlarge car This again would be a helpful and useful service provided by the
salesperson However it is sometimes the case that customers purchase a product
or service that was not initially intended and remains an inappropriate purchase
after the fact On the other hand the consumer in this scenario can be held partially
responsible for the inappropriate purchase indeed A fool and his money are soon
parted (PT Barnum English proverbs)
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This dysfunctional behavior is encouraged by
Incentives of salespeople to increase their total number of sales especially where
retailers keep track of sales or offer commission-based salaries
Incentives from the manufactures of products or the companies of service
providers to salespeople to sell their products where other similar products
offered by competitors are offered
The incentive to sell a customer a product that is in need of being cleared
out despite the fact that a customer may be better to wait for the new
product
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Channel Of Distributions
Manufacturing Plant
Clearing and forwarding agent (different regions)
Stockist A Stockist B Stockist C
Retailers Retailers Retailers Retailers Retailers Retailers
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CONSUMERS
The above diagram it shows channel of distribution of dabur foods here first the products are manufactured and from Manufacturing plants the packed goods are
supplied to Clearing And Forwarding Agents(CampFA) and from here the goods are
then further supplied to number of Stockiest or Distributors from here goods
reaches to large number of Retailers and it is the duty of Stockiest to take orders
from retailers and then supply the goods to them this work is generally done by
stockiest salesman through ready stock or by taking orders first and then placing
the order From here the goods finally reaches to Customers Customer purchases
the product from retailers
This was the basic Channel of Distribution used by Dabur Foods now I will throw
light on each channel of distribution of Dabur Foods
Supply Chain Management
Supply chain management starts before physical distribution it involves procuring
the right inputs (raw materials components and capital equipment) converting
them into finished products and dispatching them to the final destinations The
supply chain perspective can help identify superior suppliers and distributors and
help them improve productivity which ultimately brings down the companyrsquos
costs
A broader view sees a company at the center of a value network that
includes its suppliers its immediate customers and their end customers The value
network includes valued relations with others such as university researchers
government approval agencies and so on
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MANUFACTURING PLANT
Dabur Foods has Number of products in its product line but its main area of
interest or the product on which they concentrate the most is Real Juice amp Coolers
Dabur has its manufacturing plant at Nepal and at Jaipur where juice is
manufactured and tested
PROCUREMENT amp TRANSPORT
Getting the raw material and packaging material requirement from the
production unit in charge
Constant updates on the procurement of materials and transport details
Production details and ingredient content information from the different personnel and coordinating this activity
PACKAGING
Approval and coordination of the supply of packaging material to the
production unit
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CLEARING AND FORWARDING AGENTA (CampFA)
From manufacturing plant the stock is transported or supplied to clearing
and forwarding agents
Clearing and Forwarding Agents is a third party and Dabur gives contract to
them so company has nothing to do in building the relationship with them
Here CampFA keep or stock the goods with them
They charge dabur for stocking the good and even dabur donrsquot mind doing
so as it is a measure of cost cutting as well as there is no need for gowdowns
and maintenance
For Ghazizbad Meerut Delhi NCR there is one CampFA whish is situated in
Mohan Nagar here all goods which dabur foods hare kept here
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STOCKIEST OR DISTRIBUTORS
Stockiest store the products in their godowns CampFA supplies the goods to
them as per their order
Stockiest has some sales men working under him they are known as
stockiest sales man Their work is to place the products in the market and
take order from retailers and then supply goods to them
Sales man either take ready stock with them or they first take orders and
then supply goods later on
There is a beat which is a schedule route of sales man means sales man has
to daily cover the route as mention in the beat
Merchandising making products visible pasting posters putting banners
and seeing that goods are properly placed in the retail outlets is also the duty
of stockiest sales man
Companiesrsquo sales officer keeps a check on the stockiest and monthly report
is also prepared which is further analyzed by ASM amp ZSM
In Noida Dabur has 1 stockist and in Ghaziabad 1
RETAILERS
Retailers are backbone of the company as they are the one who can take the
product on new heights or can bring it down to toes
Stockiest supplies goods to retailers and tries Persuading retailers to give the
brand special displays (using merchandising tools) to get affective brand
presence and arranging it in more noticeable manner
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Classification of outlets in different type of markets is different according to
their sales volume
TYPES OF RETAILS OUTLETS
Class Average Monthly Business
A Above 10000
B 5000-10000
C Upto 5000
Margin of retailers is always higher than stockiest
Retailers are the one who have direct contact with the customers
Dabur Foods has a distribution network that covers 175 towns and 75
thousand retail outlets making its product available to the consumers across
the country at ease
TYPES OF RETAIL MARKET
The retail market can be classified on the basis of magnitude of retail
SCATTERED MARKET
Lesser no of outlets and
Extensive outlets
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50
BLOCK MARKET
Large no of retail outlets in chunk
SUPER MARKET
Through their superior information logistical systems and buying power deliver
good service and immense volumes of products at attractive prices
CHAIN OUTLETS
Having more than one key outlet all across with a single control unit and central
purchasing strategy
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51
M PRODUCT LINE
Foods
Real
Real Activ
Hommade
Lemoneez
Capsico
Health Care
Baby Care
Dabur Lal Tail
Dabur Baby Olive Oil
Dabur Janma Ghunti
Health Supplements
Dabur Chyawanprash Dabur Glucose D
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Digestives
Hajmola Yumstick
Hajmola Mast Masala
Anardana
Hajmola
Hajmola Candy
Hajmola Candy Fun2
Pudin Hara (Liquid and Pearls)
Pudin Hara G
Dabur Hingoli
Natural Cures
Shilajit Gold
Nature Care Sat Isabgol
Shilajit
Ring Ring
Itch Care
Backaid
Shankha Pushpi Dabur Balm
Sarbyna Strong
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Personal Care
Hair Care Oil
Amla Hair Oil
Amla Lite Hair Oil
Vatika Hair Oil
Anmol Sarson Amla
Hair Care Shampoo
Anmol Silky Black Shampoo
Vatika Henna Conditioning Shampoo
Vatika AntiDandruff Shampoo
Anmol Natural Shine Shampoo
Oral Care
Dabur Red Gel
Dabur Red Toothpaste
Babool Toothpaste
Dabur Lal Dant Manjan
Dabur Binaca
Toothbrush
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Dabur Amongst Top Three Most
Respected FMCG Companies
Dabur Real Bags Gold In Readers
Digest Trusted Brand Awards
Dabur Figures In Top Great PlaceTo Work 2006 List
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Dabur has been ranked
amongst Indias Most
Innovative Companies by
a Business Today-Monitor
Group survey
Hajmola has been ranked
34th in Indiarsquos 100 Most
Valuable Brands list
Hajmola one of the
strongest brands in
Daburs portfolio
has been listed
among the Top 18
Iconic Brands in
India that have
stood the test oftime
Dabur Indiarsquos fruit juice
brand Reacuteal awarded the
Three Dabur brands --
Hajmola Dabur Amla and
Hajmola moves up
11 spots to take the
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Readerrsquos Digest Gold
Trusted Brand Award
2008 in the food amp
beverages category
Vatika -- have debuted in
the Economic Times
Brand Equitys Most
Trusted Brands 2008 list
Besides Dabur Foods has
climbed up to take the
40th spot
34th position
among Indias Top
100 Most Valuable
Brands of 2008
released by 4Ps and
ICMR
Dabur India Ltd has been ranked 28th in the list of Indias Top 50 Most
valuable (Company) Brands by Brand Finance
newu was voted the Most
Admired New Retail
Launch of the year at
Images Retail Awards
Dabur India CEO Mr
Sunil Duggal was named
Best Corporate Leader of
2008 at the BampE
Leadership and Excellence
Dabur India Ltd
was ranked the
Business Leader in
the FMCG -
Personal Care
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58
Awards Category at the
NDTV Profit
Business
Leadership Award
2008
Dabur India Ltd CEO Mr
Sunil Duggal has been
ranked among Indias
Most valueable CEOs by
Business World
Dabur India Ltd has been listed among the Super
100 of India Inc prepared by Business India
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Dedicated to the health and well being of every household
This is our company We accept personal responsibility and accountability to meet business needs
We all are leaders in our area of responsibility with a deep commitment to deliver results We are determined to be the best at doing what matters most
People are our most important asset We add value through result driven training and we encourage amp reward excellence
We have superior understanding of consumer needs and develop products to fulfill them better
We work together on the principle of mutual trust amp transparency in a boundary-less organisation We are intellectually honest in advocating proposals includingrecognizing risks
Continuous innovation in products amp processes is the basis of our success
We are committed to the achievement of business success with integrity We are honest with consumers with business partners and with each other
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INTRODUCTION OF DABUR CHYWANPRASH
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Dabur Chyawanprash the trusted name for your entire familys health
Dabur Chyawanprash has anti-oxidant properties amp strengthens your bodysinternal defense mechanism the immune system thereby protecting you fromeveryday infections cough cold amp stress etc
At a time when flu and viruses are everywhere your immunity system provides the best prevention from these deadly diseases Chyawanprash a time-tested age-
old formulation has a number of herbs like Amla known to be one of the bestantioxidants Giloy (Guduchi) known to have immuno modulatory properties andhas more than 40 other natural ingredients to boost immunity
Dabur Chyawanprash The Health Giver
Derived from 2500-year-old Ayurvedic formula
Totally chemical-free natural and safe Powerful combination of herbs and plant extracts in a
base of Amla fruit pulp Refined by Dabur to provide traditional goodness with best quality
Reinforces the immune system amp helps fight disease Trusted health provider of a majority of Indian households
Usage
Dabur Chyawanprash has a tangy sweet-sour taste and the consistency of jamIt can be taken directly or with milk and as bread spread In all cases itstherapeutic properties remain stable and active In winters have a glass ofwarm milk after having Chyawanprash In summers have a glass of cold milkafter having Chyawanprash
Dose
1-2 teaspoonful
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STP ANALYSIS OF DABUR CHYAWANPRASH
SEGMENTATION
Dabur Chyawanprash is the market leader in the Chyawanprash segment It
comes under the category of health supplements The segments that it considers
are growing kids competitive youth ever busy housewives and the aged
For the growing kids In todays competitive environment the children are under
high pressure to excel
For the competitive youth Modern life keeps the youth busy and demands them
to be active and efficient
For ever-busy housewives The homemaker needs to be fit in order to shoulder
all responsibilities
For the aged Old age weakens a person physically and mentally
After segmenting the population into these categories it aims to keep them fit
and healthy
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TARGETING
Traditionally chyawanprash was supposed to be a health supplement for the
aged and kids Dabur Chyawanprash (DCP) is now targeting adults housewives
youth and kids This it is trying to achieve through its promotion activities by
making Amitabh Bacchan and Vivek Oberoi do the endorsement act Amitabh
has been projected as a user of Chyawanprash attempting to establish the
relevance of DCP amongst the adults in todayrsquos demanding lifestyle Vivek who
represents an urban ambitious non-user with a mindset that Chyawanprash is not
for him meets his moment of truth when outperformed by a young
Chyawanprash user thus reaching out to kids His final conversion from a non-
user to a Chyawanprash user connects with the Youth These two ads compliment
each other and connect very well with the targeted consumers
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POSITIONING
Andar se strongrdquo Dabur chyawanprash has the tag line Andar se strongrdquo By
using a natural language instead of scientific language it is able to connect with
the consumers and is able to achieve a better positioning in the minds of the
Indian health conscious consumer A category like Chyawanprash for instance
needs to understand that in employing the category language it loses any chance
of expressing its own benefit distinctively
Holistic Health benefit of Ayurveda Dabur Chyawanprash helps in stimulating
immune system relieving stress improving stamina fighting aging through anti-
oxidant property improving lung function fighting respiratory infections amp
building resistance to disease The brand conveys this health conscious holistic
view of the product
Brand Trust Over 100 years of Daburrsquos experience in Ayurveda ensures selection
processing and quality control of right herbs along with scientific and clinical
studies ndash makes DCP a trustworthy offering for consumers Consumers view DCP
as a product by a trusted brand and therefore do not need to think twice beforemaking a purchasing decisio
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MARKETING MIX OF DABUR CHYAWANPRASH
Dabur Chyawanprash is the market leader in the chyawanprash segment and has
achieved this with its innovative product offering pricing strategy easy
availability and promotion campaigns In the marketing mix of Dabur we shall be
discussing the 4 Ps of marketing mix with respect to Dabur Chyawanprash The
mix shall be analyzed as followed
Product
Price
Place
Promotion
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Product Price Promotion Place
bull Product
Variety
bull Quality
bull Design
bull Features
bull Brand
Names
bull Services
bull List Price
bull Discount
bull Financing
Schemes
bull Credit Terms
bull Advertising amp
Promotion
bull Public Relations
bull Sponsorships
bull Internet
Marketing
bull Channels
bull Location
bull Inventory
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PRODUCT
Dabur Chyawanprash is the leader in the Chyawanprash category
and enjoys a market share of 61 per cent In 50s Dabur pioneered the
concept of branded Chyawanprash and since has invested heavily in
product development clinical studies and consumer awareness The
product is essentially a health supplement
Known as the ldquoelixir of liferdquo Chyawanprash has (clinically) proven benefits in
maintaining smooth body functioning The principal ingredient Amla (Indian
Gooseberry) acts as an anti-oxidant and immuno-stimulant Dabur Chyawanprash
helps in stimulating immune system relieving stress improving stamina fighting
aging through anti-oxidant property improving lung function fighting respiratory
infections amp building resistance to disease It is these properties that make Dabur
Chyawanprash a preferred choice for its users
Ingredients of Dabur Chyawanprash
Vishwast Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts
Special Vishwast fortified with additional health beneficial herbs like
Keshar Akarkara etc
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Packaging
n
The figure above shows the evolution of the packaging of Dabur Chyawanprash
Dabur continuously innovates the package and branding of its chayawanprash It
launched Dabur Chyawanprash first in 1949 in a tin pack and it was the first
branded Chyawanprash in India Later Dabur came out with its new packet of
Chyawanprash with Amitabh Bachchan as their brand ambassador It also
received ldquoBrand Relaunch of the Year ldquoaward from IMA
Available in
Dabur Chyawanprash is available in three sizes to cater to the needs of different
types of people
1 One kilogram pack
2 500 gram pack
3 250 gram pack
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PRICE
The pricing of Dabur chyawanprash is very competitive Dabur chyawanprash uses
second degree price discrimination ie more the quantity lower the price
1kg Rs19500
500gms Rs11000
250gms Rs 6200
PRICEQUALITY MATRIX
Pricerarr
Quality
darr
High Middle Low
High
Luxury
Segment
Ideal For
Penetration
DABUR
CHYAWANPRASH
Premiere
Offering
Middle
Overpriced Average Real
Bargain
Low
Make The Sale
and Run
Unhappy
Customers
Cheap
Goods
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PLACE
Dabur has a very wide distribution of its products through 16 million retail outlets
and 50 C amp F agents all over India who distribute products to the retailers Adistribution of C amp F agents and manufacturing locations is given below
Daburrsquos distribution network extends beyond India in the following countries as
well
Distribution Network
Central North amp South America
Australia
Asia
Middle East
North amp South Africa
East amp West Europe
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PROMOTION
The main form of promotional activities of Dabur chyawanprash are concentrated
towards advertising and it has neglible sales promotional activities
Advertising
Nothing can happen without establishing the brandrsquos heritage emphasizing
technological prowess explaining benefits and building bonds with prospective
buyers Ads are necessary because the images are still mouldable and fluid and
the consumerrsquos sophistication level is low Dabur chyawanprash is advertised on
print media as well as on television
The company has launched two ads one each with Amitabh and Vivek in
national electronic media followed by a series of print media campaign directed
towards creating awareness to educate people about the holistic benefits of
ChyawanprashThe ads have been created by McCann Ericsson and the company
would be spending close to Rs 10 crore in promotional campaign this year The
ads would also be translated in Bengali These advertisements are supposed to
target the old and the younger generation respectively
Thecompany has launched a new ad with MS Dhoni who is leader of Indian
cricket team
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SWOT ANALYSIS OF DABUR
STRENGTHS
Strong presence in well defined
niches( like value added Hair Oil and
Ayurveda specialities)
Core knowledge of Ayurveda as
competitive advantage
Strong Brand Image
Product Development Strength
Strong Distribution Network
Extensive Supply Chain
IT Initiatives
R amp D ndash a key strength
WEAKNESS
Seasonal Demand( like
chyawanprash in winter and Vatika not
in winter)
Low Penetration(Chyawanprash)
High price(Vatika)
Limited differentiation (Vatika)
Unbranded players account for
the 23rd of the total market(Vatika)
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OPPORTUNITIES
Untapped
Market(Chyawanprash)
Market Development
Export opportunities
Innovation
Increasing income level of the
middle class Creating additional consumption
pattern
THREATS
Existing Competition( like
Himani baidyanath and Zandu for
Dabur Chyawanprash and MaricoKeo
Karpin HLL and Bajaj for Vatika Hair Oil)
New Entrants
Threat from substitutes (like
Bryllcream for Vatika hair oil)
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OBJECTIVE OF THE STUDY
The major objective of the survey is to collect the data from outlets in the
specified areas where cold drinks are to be sold
To make an assessment of availability of several brands of dabur in
different packs and size in the specified areas
To make an assessment of market presence program of the dabur
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Research Methodology
Data collection
Sample unit
1) working people (including men amp women) amp housewife
2) college students
3) school students
4) senior citizens
5) Retailer
Sample size
1 working people amp housewife 30
2 college students 25
3 school students 20
4 senior citizens 15
5 Retailer 10
Sampling techniques
Judgmental sampling techniques used
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Sampling region
Sampling region will be DELHI in rural area
Data collection method
1 Primary data It will be collected with the help of a self administered
questionnaire
2 Secondary data it will be collected with the help of books research
papers magazines news papers journals internet etc
3
Research instruments
Questionnaire design
As the questionnaire is self administrated one the survey will be simple and user
friendly Words used in questionnaire will be readily understandable to all
respondent Also technical jargons will be avoided to ensure that there is no
confusion for respondents
Data Analysis - Data analysis will be done with the help of MS Excel and SPSS
Software
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DATA ANALYSIS
DABUR CHYAWANPRASH
1 AWARNESS LEVEL
I
NTERPRETATION-
According to serveyAll person are know the dabur100 person of dabur65
person kmow the Baidyanathamp Dabur 40 people of HimaniBaidyanath and
Dabur 60 person of ZanduHimaniBaidyanath and Dabur
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2 PREFERRED BRAND
INTERPRETATION-
According to servey60 person are preferred dabur product 15 person are
preferred Baidynath product 15 person are preferred Himani product 10 person
are preferred Zandu
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3SATISFACTION LEVEL
INTERPRETATION-
According to servey100 satisfaction level of dabur product 80 satisfaction level
of Baidynath product 80 satisfaction level of Himani product
60 satisfaction level of Zandu product
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4 REASONS FOR SELECTING A PARTICULAR BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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5HOW DID YOU COME TO KNOW ABOUT THIS BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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6 PREFERRED PACK SIZE
INTERPRETATION-
According to servey50 person are preferred 500gm product 30 person are
preferred 1kg product 20 person are preferred 250gm product
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8 REASON TO SELECT PREFERRED PACK SIZE
INTERPRETATION-
According to servey20 person are select product of itrsquos availability pack size
40 person are select product of itrsquos price pack size 25 person are select
product of itrsquos family pack size 15 person are select product of itrsquos storage
pack size
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9 FREQUENCY OF
PURCHASE
INTERPRETATION-
According to servey30 People are purchase product after one month 55
People are purchase product after two months 15 People are purchase
product after six months
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COMPETITOR ANALYSIS
The key competitorrsquos of Dabur in the Chyawanprash segment are Baidyanath
Zandu and Himani which together with Dabur have about 85 of Indias domestic
market
Dabur is Indias largest Ayurvedic medicine supplier and the fourth largest
producer of FMCG It was established in 1884 and had grown to a business level
in 2003 of about 650 million dollars per year though only a fraction of that is
involved with Ayurvedic medicine Dabur Chyawanprash (herbal honey) has a
market share of 61We have tried to analyse the competition for Dabur in the
Chyawanprash segment as follows
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The Himani Group
It founded in 1974 provides a diverse range of products doing 110 million dollars
of business annually though only a portion is involved with Ayurvedic products
through its Himani line the company is mainly involved with toiletries and
cosmetics but also provides Chyawanprash and other health productsIts market
share is 12
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CONCLUSIONS
The Chyawanprash Industry is yet to capture the beverage market in full swing Packed Chyawanprash
followed by Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts the market The consumerrsquos patriotic love for tea and coffee is unfared
Chyawanprash are yet to establish their supplement use in the average household here in lies the great
opportunities Within the market it is safe to conclude that dabur has hit off ratherwell with the
masses
dabur has clearly lost it head start advantage and thereby acquiring just 35 of the market share while
others enjoys rest of the market share This could be well attributed to dabor successful ATA
(Availability Taste and Affordability) marketing module the attributes most rated by the consumersLack of publicity has hampered the growth progress of the brand so aggressive advertising is needed to
promote Chyawanprash and vatika hair oil brand
The brands such as that of Chyawanprash by vednath Chyawanprash with its lsquosonacahndi lsquoMinute-
madersquo and also US food giantssDel Monte are ready to hit the Chyawanprash market very soon
As the strategies of the companies keeps on changing be it in Chyawanprash industry a company has
to create perceptions and cover them into realities It is an expensive proposition requiring huge
expenditure on advertising sponsorships and media Thus the ideal company will be the one which
combines the high end technology with consumer insight
As 16 of the excise duty is exempted on food products in this budget Many food companies including
Dabur got benefited from it On the analysis of survey it was found that target Market of Chyawanprash
want quality benefit rather then Price benefit so it is better to stress on quality rather than on
decreasing price to increase sales and profit
To increase market share Dabur should give slight price benefit on Dabur brand so that customers of
other Juice brand should switch from other brand to Dabur brand
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Findings
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey100 satisfaction level of dabur product 80 satisfaction level of
Baidynath product 80 satisfaction level of Himani product 60 satisfaction level of
Zandu product
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis According to servey50 person are preferred 500gm
product 30 person are preferred 1kg product 20 person are preferred 250gm
product
According to servey20 person are select product of itrsquos availability pack size 40
person are select product of itrsquos price pack size 25 person are select product of itrsquos
family pack size 15 person are select product of itrsquos storage pack size
According to servey30 People are purchase product after one month 55 People are
purchase product after two months 15 People are purchase product after six months
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LIMITATIONS
No study is free from limitations The limitations of this study can be
Sample size taken is small and may not be sufficient to predict theresults with 100 accuracy
The result is based on primary and secondary data that has itrsquos own limitations
The study only covers the area of Delhi that may not beapplicable to other areas
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RECOMMENDATIONS
Focus on growing core brands across categories
Reaching out to new geographies within Hapur area
Improve operational efficiencies by leveraging technology
Be the preferred company to meet the health and personal grooming needs of
our target consumers with safe efficacious natural solutions by synthesizing the
deep knowledge of ayurveda and herbs with modern science
Provide consumers with innovative products within easy reach
Vatika hair care centre On the lines of Maricorsquos Kaya Skin Clinic Dabur
could start a venture called Vatika hair care centre which would provide total hair
care solutions It could have hair care experts to solve hair problemsServices could
include dandruff treatment straightening of hair treatment for split endsetc
Position Dabur Chyawanprash as not more of a medicine but as something
which is necessary for health
More initiatives like ldquo Dabur ki Deewarrdquo to increase brand visibility It is an
initiative to occupy shelf space
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BIBLIOGRAPHY
Books
Marketing Management Twelfth Edition ndash Philip Kotler amp Kevin Lane Keller
Websites
wwwgooglecom
wwwdaburcom
wwwtutor2unet
wwwbrandchannelcom
The time of india
Forbs magazing
Hinustan time
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YES NO
7Which pack size do you prefer
YES NO
8On what parameters do you choose this pack size
YES NO
9 how do u increase the company position
YES NO
10 how you increase your company position in market agains other company
YES NO
![Page 24: Making by Th Harsh Pandit](https://reader033.vdocuments.mx/reader033/viewer/2022052406/577cd3191a28ab9e7896af7d/html5/thumbnails/24.jpg)
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His Highness
Maharaja
=Mr P N
Vijay
Mr R C
Bhargava
Dr S Narayan
Sunil DuggalChief Executive Officer
Dabur India Limited
Sunil Duggal took over as the Chief Executive Officer
of Dabur India Limited in June 2002 holding reins of the
organisation he joined in 1995
Mr Duggal started his career as a management trainee in
Wimco Limited in 1981 after getting his Engineering
Degree (Electrical amp Electronics) from BITS Pilani and
Business Management from IIM Calcutta His stint atWimco continued till 1994 with a break in between
when he joined Bennett
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Spanning a career of over 20 years Sunil Duggal has travelled widely across Indiaand handled diverse portfolios that have helped him understand the dynamics of
FMCG businesses and market trends He is well versed in the intricacies of Indias
regional diversities and consumer needs
Mr Duggal lives in Delhi with his wife and one child Whenever he gets a break
from his official responsibilities Mr Duggal likes to spend time at home with his
family and an occasional round of golf
Coleman amp Co Ltd for a short period In 1994 he moved to Pepsi Foods as GM
Sales Operation
In 1995 he came into the Dabur family as General Manager (Sales amp Marketing)
of the Family Products Division with products like Dabur Amla Lal Dant Manjan
and Vatika in his portfolio This Division spearheaded the spectacular growth
recorded by Dabur in this period Vatika was also launched during this period and
is now the Companys second biggest brand
With his dynamic spirit and leadership abilities he soon became Vice-President
and SBU-Head of the Family Products Division In July 2000 Mr Duggal was
appointed Director Sales and Marketing of Dabur India Limited And in 2002 he
became the CEO of the Company - a professional with valuable experience to
steer the company ahead in its growth plans
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Good corporate governance and transparency in actions of the management is key
to a strong bond of trust with the Companyrsquos stakeholders Dabur understands the
importance of good governance and has constantly avoided an arbitrary decision-
making process Our initiatives towards this end include
Professionalisation of the board
Lean and active Board(reduced from 16 to 10 members)
Less number of promoters on the Board
More professionals and independent Directors for better management
Governed through Board committees for Audit Remuneration Shareholder
Grievances Compensation and Nominations
Meets all Corporate Governance Code requirements of SEBI
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When our Founder Dr S K Burman first established Dabur he had a vision that
saw beyond the profit motive In his words What is that life worth which cannot
bring comfort to others This ideal of a humane and equitable society led to
initiatives taken to give back some part of what Dabur has gained from the
community
Our major initiatives in the Social sector include
Establishment of the Sustainable Development Society or Sundesh in 1993
- a non-profit organisation to promote research and welfare activities in rural
areas
Promoting health and hygiene amongst the underpriviledged through the
Chunni Lal Medical Trust and
Organising the Plant for Life programme for schoolchildren - to create
environmental awareness amongst young minds
Our commitment to Environment
Ancient wisdom of conservation
From times immemorial Indian sages and men of wisdom have understood and
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appreciated the value of nature and its conservation Our ancestors recognised
that if we grabbed from nature beyond what was healthy it would lead to all
round degradation and even the extinction of humanity That is why nature was
sanctified and worshipped in the form of gods and goddesses
Dabur upholds the tradition
Today we at Dabur also value natures bounty Without the fruits of nature the
vision of Dabur would never have been fulfilled And that is the reason for our
unfailing commitment to ecological conservation and regeneration We would like
to follow the principles of our ancient texts which say
Dehi me dadami te - you give me and I give you
Back to Nature
Rare herbs and medicinal plants are our most valuable resource from which all
our products are derived Due to overexploitation of these resources and
unsustainable practices these plants and herbs are fast reaching the point of
extinction In view of this critical situation Dabur has initiated some significant
programmes for ecological regeneration and protection of endangered plantsecies
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Plants for Life
We have set up the Plants for Life project in the mountainous regions of the
Himalayas Under the project a high-tech greenhouse facility has been set up for
developing saplings of rare and endangered medicinal plants Fully computer-
controlled and monitored this greenhouse maintains the highly critical
environmental parameters required for their survival We are also developing
quality saplings of more than 20 herbs 8 of them endangered through micro
propagation
In addition satellite nurseries spread across mountain villages and
contract cultivation of medicinal herbs helps in maintaining the ecological
balance These measures have also helped provide local cultivators the scientific
knowledge for harvesting herbs and a steady source of income So that they are
not forced to exploit the environment to earn a livelihood
Living a Green Heritage
These are significant steps that can contribute to a better world for coming
generations To whom we would like to bequeath a world not bereft of nature
But full of flowering and fruit bearing trees animals birds and humans living in
good health and complete harmony
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Kashambi Corporate Office
Corporate Office
Kaushambi
Ghaziabad - 201010
Uttar Pradesh India
Tel
+91 (0120) 3982000 (30 Lines)
+91 (0120) 3001000 (30 Lines)
Registered Office
83 Asaf Ali Road
ew Delhi ndash 110 002
Tel +91 (011) 23253488
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DABUR WORLD WIDE
Daburs mission of popularizing a natural lifestyle transcends national boundaries Today
there is global awareness of alternative medicine nature-based and holistic lifestyles and
an interest in herbal products Dabur has been in the forefront of popularizing this
alternative way of life marketing its products in more than 50 countries all over the
world
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Our products World Wide
We have spread ourselves wide and deep to be in close touch with our overseas
consumers
Offices and representatives in Europe America and Africa
A special herbal health care and personal care range successfully selling in
markets of the Middle East Far East and several European countries
Inroads into European and American markets that have good potential due to
resurgence of the back-to-nature movement
Export of Active Pharmaceutical Ingredients (APIs) manufactured under strict
international quality benchmarks to Europe Latin America Africa and other Asian
countries
Export of food and textile grade natural gums extracted from traditional plant
sources
Partnerships and Production
Strategic partnerships with leading multinational food and health care
companies to introduce innovations in products and services
Manufacturing facilities spread across 3 overseas locations to optimise
production by utilising local resources and the most modern technology available
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OVERVIEW OF FMCG SECTOR IN INDIA
The Indian FMCG sector is
the fourth largest sector
in the economy with a
total market size in excess
of US$ 131 billion It has
a strong MNC presence
and is characterised by a
well-established
distribution network
intense competition
between the organised and
unorganised segments and
low operational cost Availability of key raw materials cheaper labour costs and
presence across the entire value chain gives India a competitive advantageThe FMCG market is set to treble from US$ 116 billion in 2003 to US$ 334
billion in 2015 Penetration level as well as per capita consumption in most
product categories like jams toothpaste skin care hair wash etc in India is low
indicating the untapped market potential Burgeoning Indian population
particularly the middle class and the rural segments presents an opportunity to
makers of branded products to convert consumers to branded products Growth is
also likely to come from consumer upgrading in the matured product categories
With 200 million people expected to shift to processed and packaged food by
2010 India needs around US$ 28 billion of investment in the food-processing
industry
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India is one of the largest emerging markets with a population of over one billion
India is one of the largest economies in the world in terms of purchasing power
and has a strong middle class base of 300 millionAround 70 per cent of the total
households in India (188 million) resides in the rural areas The total number of
rural households are expected to rise from 135 million in 2001-02 to 153 million
in 2009-10 This presents the largest potential market in the world The annual
size of the rural FMCG market was estimated at around US$ 105 billion in 2001-
02 With growing incomes at both the rural and the urban level the market
potential is expected to expand further
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TMarketing Mi
Product Place
Target
Market
Price Promotion
The firm attempts to generate a positive response in the target market by blending
these four marketing mix variables in an optimal manner
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A Summary Table of the Marketing Mix
The following table summarizes the marketing mix decisions including a list of
some of the aspects of each of the 4Ps
Summary of Marketing Mix Decisions
Product Price Place Promotion
Functionality
Appearance
Quality
Packaging
Brand
Warranty
ServiceSuppor
t
List price
Discounts
Allowances
Financing
Leasing
options
Channel members
Channel
motivation
Market coverage
Locations
Logistics
Service levels
Advertising
Personal
selling
Public
relations
Message
Media
Budget
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DABUR FOODS SELLING PROCESS
Dabur food process of selling starts from stockiest
CampFA dose not have any process to play in the process of selling of dabur
foods products They are just Clearing amp Forwarding Agents they store the
manufacturing products and then supply it to stockiest
Stockiest pay the money to dabur foods through demand draft
Stockiest further sells the products to retailers
Retailer finally sells the products to consumers
MARKETING HOW DABUR FOODS IS USING MIX
Product
Appearance Dabur tries to make its products appear very attractive
Quality Quality of the product is really unmatchable as it is tested number of
times and its products are processed using very advanced machinery and
technology
Packaging Dabur products packaging is done in such a way that its juices does
not get expired before 6 months inspite of perishable products
Brand Dabur itself is a very reputed and well known brand in the market and its
Real juice is also known all over India
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Warranty Dabur as such does not gives any warranty but if there is any problem
in its products before expiry then they replace the product
ServiceSupport Dabur foods provide full support to its stockiest retailers and
consumers what so ever the problem is
Price
List price Dabur decide its price according to its competitors and the price
structure is different for retailers and stockiest
Discounts There are different discounts for retailers stockiest and consumer from
time to time
Allowances Special allowances are gicen to stockiest sales man if he acives his
targets
Place
Channel members Channel members or business partners of dabur are its
stockiest retailers
Channel motivation Channel motivation for dabur is pull and push strategy
Market coverage Dabur Foods has a distribution network that covers 175 towns
and 75 thousand retail outlets making its product available to the consumers across
the country at ease
Locations Dabur foods try to cover or tries to place its products in each and every
shop and every location
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Promotion
Advertising Dabur products are advertised through television newspapers
magazine etc
Personal selling Dabur hardly do any personal selling except in tent shows and
road shows Same for less amp more for same
Media Media of promotion is TV Radio newspapers magazine
Budget Budget is Decided by finance team for different strategic business unit
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Critique of selling
In theory the purpose of selling is to help a customer realize his or her goals in an
economic fashion However in reality this is not always the case Customers can be influenced to purchase a product or service that initially was not of interest to
them Some salespeople are trained in the art of selling customers things they dont
need
Take for example the purchasing of a car a consumer may have a set of cars in
mind (called an evoked set) that she feels match her needs wants and budget She
may seek the advice of a salesperson given that a salesperson can help her realize
the right car given those criteria This can be a socially useful function salespeople
have specialized knowledge of products that can help consumers make an informed
decision However a salesperson may also talk a consumer into purchasing a more
expensive or perhaps larger car then she needs or can afford In this context the
salesperson may have usefully helped the customer re-evaluate her needs thereby
establishing a new set of appropriate choices among which included the newer orlarge car This again would be a helpful and useful service provided by the
salesperson However it is sometimes the case that customers purchase a product
or service that was not initially intended and remains an inappropriate purchase
after the fact On the other hand the consumer in this scenario can be held partially
responsible for the inappropriate purchase indeed A fool and his money are soon
parted (PT Barnum English proverbs)
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This dysfunctional behavior is encouraged by
Incentives of salespeople to increase their total number of sales especially where
retailers keep track of sales or offer commission-based salaries
Incentives from the manufactures of products or the companies of service
providers to salespeople to sell their products where other similar products
offered by competitors are offered
The incentive to sell a customer a product that is in need of being cleared
out despite the fact that a customer may be better to wait for the new
product
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Channel Of Distributions
Manufacturing Plant
Clearing and forwarding agent (different regions)
Stockist A Stockist B Stockist C
Retailers Retailers Retailers Retailers Retailers Retailers
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CONSUMERS
The above diagram it shows channel of distribution of dabur foods here first the products are manufactured and from Manufacturing plants the packed goods are
supplied to Clearing And Forwarding Agents(CampFA) and from here the goods are
then further supplied to number of Stockiest or Distributors from here goods
reaches to large number of Retailers and it is the duty of Stockiest to take orders
from retailers and then supply the goods to them this work is generally done by
stockiest salesman through ready stock or by taking orders first and then placing
the order From here the goods finally reaches to Customers Customer purchases
the product from retailers
This was the basic Channel of Distribution used by Dabur Foods now I will throw
light on each channel of distribution of Dabur Foods
Supply Chain Management
Supply chain management starts before physical distribution it involves procuring
the right inputs (raw materials components and capital equipment) converting
them into finished products and dispatching them to the final destinations The
supply chain perspective can help identify superior suppliers and distributors and
help them improve productivity which ultimately brings down the companyrsquos
costs
A broader view sees a company at the center of a value network that
includes its suppliers its immediate customers and their end customers The value
network includes valued relations with others such as university researchers
government approval agencies and so on
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MANUFACTURING PLANT
Dabur Foods has Number of products in its product line but its main area of
interest or the product on which they concentrate the most is Real Juice amp Coolers
Dabur has its manufacturing plant at Nepal and at Jaipur where juice is
manufactured and tested
PROCUREMENT amp TRANSPORT
Getting the raw material and packaging material requirement from the
production unit in charge
Constant updates on the procurement of materials and transport details
Production details and ingredient content information from the different personnel and coordinating this activity
PACKAGING
Approval and coordination of the supply of packaging material to the
production unit
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CLEARING AND FORWARDING AGENTA (CampFA)
From manufacturing plant the stock is transported or supplied to clearing
and forwarding agents
Clearing and Forwarding Agents is a third party and Dabur gives contract to
them so company has nothing to do in building the relationship with them
Here CampFA keep or stock the goods with them
They charge dabur for stocking the good and even dabur donrsquot mind doing
so as it is a measure of cost cutting as well as there is no need for gowdowns
and maintenance
For Ghazizbad Meerut Delhi NCR there is one CampFA whish is situated in
Mohan Nagar here all goods which dabur foods hare kept here
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STOCKIEST OR DISTRIBUTORS
Stockiest store the products in their godowns CampFA supplies the goods to
them as per their order
Stockiest has some sales men working under him they are known as
stockiest sales man Their work is to place the products in the market and
take order from retailers and then supply goods to them
Sales man either take ready stock with them or they first take orders and
then supply goods later on
There is a beat which is a schedule route of sales man means sales man has
to daily cover the route as mention in the beat
Merchandising making products visible pasting posters putting banners
and seeing that goods are properly placed in the retail outlets is also the duty
of stockiest sales man
Companiesrsquo sales officer keeps a check on the stockiest and monthly report
is also prepared which is further analyzed by ASM amp ZSM
In Noida Dabur has 1 stockist and in Ghaziabad 1
RETAILERS
Retailers are backbone of the company as they are the one who can take the
product on new heights or can bring it down to toes
Stockiest supplies goods to retailers and tries Persuading retailers to give the
brand special displays (using merchandising tools) to get affective brand
presence and arranging it in more noticeable manner
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Classification of outlets in different type of markets is different according to
their sales volume
TYPES OF RETAILS OUTLETS
Class Average Monthly Business
A Above 10000
B 5000-10000
C Upto 5000
Margin of retailers is always higher than stockiest
Retailers are the one who have direct contact with the customers
Dabur Foods has a distribution network that covers 175 towns and 75
thousand retail outlets making its product available to the consumers across
the country at ease
TYPES OF RETAIL MARKET
The retail market can be classified on the basis of magnitude of retail
SCATTERED MARKET
Lesser no of outlets and
Extensive outlets
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BLOCK MARKET
Large no of retail outlets in chunk
SUPER MARKET
Through their superior information logistical systems and buying power deliver
good service and immense volumes of products at attractive prices
CHAIN OUTLETS
Having more than one key outlet all across with a single control unit and central
purchasing strategy
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M PRODUCT LINE
Foods
Real
Real Activ
Hommade
Lemoneez
Capsico
Health Care
Baby Care
Dabur Lal Tail
Dabur Baby Olive Oil
Dabur Janma Ghunti
Health Supplements
Dabur Chyawanprash Dabur Glucose D
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Digestives
Hajmola Yumstick
Hajmola Mast Masala
Anardana
Hajmola
Hajmola Candy
Hajmola Candy Fun2
Pudin Hara (Liquid and Pearls)
Pudin Hara G
Dabur Hingoli
Natural Cures
Shilajit Gold
Nature Care Sat Isabgol
Shilajit
Ring Ring
Itch Care
Backaid
Shankha Pushpi Dabur Balm
Sarbyna Strong
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Personal Care
Hair Care Oil
Amla Hair Oil
Amla Lite Hair Oil
Vatika Hair Oil
Anmol Sarson Amla
Hair Care Shampoo
Anmol Silky Black Shampoo
Vatika Henna Conditioning Shampoo
Vatika AntiDandruff Shampoo
Anmol Natural Shine Shampoo
Oral Care
Dabur Red Gel
Dabur Red Toothpaste
Babool Toothpaste
Dabur Lal Dant Manjan
Dabur Binaca
Toothbrush
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Dabur Amongst Top Three Most
Respected FMCG Companies
Dabur Real Bags Gold In Readers
Digest Trusted Brand Awards
Dabur Figures In Top Great PlaceTo Work 2006 List
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Dabur has been ranked
amongst Indias Most
Innovative Companies by
a Business Today-Monitor
Group survey
Hajmola has been ranked
34th in Indiarsquos 100 Most
Valuable Brands list
Hajmola one of the
strongest brands in
Daburs portfolio
has been listed
among the Top 18
Iconic Brands in
India that have
stood the test oftime
Dabur Indiarsquos fruit juice
brand Reacuteal awarded the
Three Dabur brands --
Hajmola Dabur Amla and
Hajmola moves up
11 spots to take the
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57
Readerrsquos Digest Gold
Trusted Brand Award
2008 in the food amp
beverages category
Vatika -- have debuted in
the Economic Times
Brand Equitys Most
Trusted Brands 2008 list
Besides Dabur Foods has
climbed up to take the
40th spot
34th position
among Indias Top
100 Most Valuable
Brands of 2008
released by 4Ps and
ICMR
Dabur India Ltd has been ranked 28th in the list of Indias Top 50 Most
valuable (Company) Brands by Brand Finance
newu was voted the Most
Admired New Retail
Launch of the year at
Images Retail Awards
Dabur India CEO Mr
Sunil Duggal was named
Best Corporate Leader of
2008 at the BampE
Leadership and Excellence
Dabur India Ltd
was ranked the
Business Leader in
the FMCG -
Personal Care
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Awards Category at the
NDTV Profit
Business
Leadership Award
2008
Dabur India Ltd CEO Mr
Sunil Duggal has been
ranked among Indias
Most valueable CEOs by
Business World
Dabur India Ltd has been listed among the Super
100 of India Inc prepared by Business India
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Dedicated to the health and well being of every household
This is our company We accept personal responsibility and accountability to meet business needs
We all are leaders in our area of responsibility with a deep commitment to deliver results We are determined to be the best at doing what matters most
People are our most important asset We add value through result driven training and we encourage amp reward excellence
We have superior understanding of consumer needs and develop products to fulfill them better
We work together on the principle of mutual trust amp transparency in a boundary-less organisation We are intellectually honest in advocating proposals includingrecognizing risks
Continuous innovation in products amp processes is the basis of our success
We are committed to the achievement of business success with integrity We are honest with consumers with business partners and with each other
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INTRODUCTION OF DABUR CHYWANPRASH
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Dabur Chyawanprash the trusted name for your entire familys health
Dabur Chyawanprash has anti-oxidant properties amp strengthens your bodysinternal defense mechanism the immune system thereby protecting you fromeveryday infections cough cold amp stress etc
At a time when flu and viruses are everywhere your immunity system provides the best prevention from these deadly diseases Chyawanprash a time-tested age-
old formulation has a number of herbs like Amla known to be one of the bestantioxidants Giloy (Guduchi) known to have immuno modulatory properties andhas more than 40 other natural ingredients to boost immunity
Dabur Chyawanprash The Health Giver
Derived from 2500-year-old Ayurvedic formula
Totally chemical-free natural and safe Powerful combination of herbs and plant extracts in a
base of Amla fruit pulp Refined by Dabur to provide traditional goodness with best quality
Reinforces the immune system amp helps fight disease Trusted health provider of a majority of Indian households
Usage
Dabur Chyawanprash has a tangy sweet-sour taste and the consistency of jamIt can be taken directly or with milk and as bread spread In all cases itstherapeutic properties remain stable and active In winters have a glass ofwarm milk after having Chyawanprash In summers have a glass of cold milkafter having Chyawanprash
Dose
1-2 teaspoonful
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STP ANALYSIS OF DABUR CHYAWANPRASH
SEGMENTATION
Dabur Chyawanprash is the market leader in the Chyawanprash segment It
comes under the category of health supplements The segments that it considers
are growing kids competitive youth ever busy housewives and the aged
For the growing kids In todays competitive environment the children are under
high pressure to excel
For the competitive youth Modern life keeps the youth busy and demands them
to be active and efficient
For ever-busy housewives The homemaker needs to be fit in order to shoulder
all responsibilities
For the aged Old age weakens a person physically and mentally
After segmenting the population into these categories it aims to keep them fit
and healthy
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TARGETING
Traditionally chyawanprash was supposed to be a health supplement for the
aged and kids Dabur Chyawanprash (DCP) is now targeting adults housewives
youth and kids This it is trying to achieve through its promotion activities by
making Amitabh Bacchan and Vivek Oberoi do the endorsement act Amitabh
has been projected as a user of Chyawanprash attempting to establish the
relevance of DCP amongst the adults in todayrsquos demanding lifestyle Vivek who
represents an urban ambitious non-user with a mindset that Chyawanprash is not
for him meets his moment of truth when outperformed by a young
Chyawanprash user thus reaching out to kids His final conversion from a non-
user to a Chyawanprash user connects with the Youth These two ads compliment
each other and connect very well with the targeted consumers
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POSITIONING
Andar se strongrdquo Dabur chyawanprash has the tag line Andar se strongrdquo By
using a natural language instead of scientific language it is able to connect with
the consumers and is able to achieve a better positioning in the minds of the
Indian health conscious consumer A category like Chyawanprash for instance
needs to understand that in employing the category language it loses any chance
of expressing its own benefit distinctively
Holistic Health benefit of Ayurveda Dabur Chyawanprash helps in stimulating
immune system relieving stress improving stamina fighting aging through anti-
oxidant property improving lung function fighting respiratory infections amp
building resistance to disease The brand conveys this health conscious holistic
view of the product
Brand Trust Over 100 years of Daburrsquos experience in Ayurveda ensures selection
processing and quality control of right herbs along with scientific and clinical
studies ndash makes DCP a trustworthy offering for consumers Consumers view DCP
as a product by a trusted brand and therefore do not need to think twice beforemaking a purchasing decisio
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MARKETING MIX OF DABUR CHYAWANPRASH
Dabur Chyawanprash is the market leader in the chyawanprash segment and has
achieved this with its innovative product offering pricing strategy easy
availability and promotion campaigns In the marketing mix of Dabur we shall be
discussing the 4 Ps of marketing mix with respect to Dabur Chyawanprash The
mix shall be analyzed as followed
Product
Price
Place
Promotion
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Product Price Promotion Place
bull Product
Variety
bull Quality
bull Design
bull Features
bull Brand
Names
bull Services
bull List Price
bull Discount
bull Financing
Schemes
bull Credit Terms
bull Advertising amp
Promotion
bull Public Relations
bull Sponsorships
bull Internet
Marketing
bull Channels
bull Location
bull Inventory
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PRODUCT
Dabur Chyawanprash is the leader in the Chyawanprash category
and enjoys a market share of 61 per cent In 50s Dabur pioneered the
concept of branded Chyawanprash and since has invested heavily in
product development clinical studies and consumer awareness The
product is essentially a health supplement
Known as the ldquoelixir of liferdquo Chyawanprash has (clinically) proven benefits in
maintaining smooth body functioning The principal ingredient Amla (Indian
Gooseberry) acts as an anti-oxidant and immuno-stimulant Dabur Chyawanprash
helps in stimulating immune system relieving stress improving stamina fighting
aging through anti-oxidant property improving lung function fighting respiratory
infections amp building resistance to disease It is these properties that make Dabur
Chyawanprash a preferred choice for its users
Ingredients of Dabur Chyawanprash
Vishwast Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts
Special Vishwast fortified with additional health beneficial herbs like
Keshar Akarkara etc
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Packaging
n
The figure above shows the evolution of the packaging of Dabur Chyawanprash
Dabur continuously innovates the package and branding of its chayawanprash It
launched Dabur Chyawanprash first in 1949 in a tin pack and it was the first
branded Chyawanprash in India Later Dabur came out with its new packet of
Chyawanprash with Amitabh Bachchan as their brand ambassador It also
received ldquoBrand Relaunch of the Year ldquoaward from IMA
Available in
Dabur Chyawanprash is available in three sizes to cater to the needs of different
types of people
1 One kilogram pack
2 500 gram pack
3 250 gram pack
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PRICE
The pricing of Dabur chyawanprash is very competitive Dabur chyawanprash uses
second degree price discrimination ie more the quantity lower the price
1kg Rs19500
500gms Rs11000
250gms Rs 6200
PRICEQUALITY MATRIX
Pricerarr
Quality
darr
High Middle Low
High
Luxury
Segment
Ideal For
Penetration
DABUR
CHYAWANPRASH
Premiere
Offering
Middle
Overpriced Average Real
Bargain
Low
Make The Sale
and Run
Unhappy
Customers
Cheap
Goods
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PLACE
Dabur has a very wide distribution of its products through 16 million retail outlets
and 50 C amp F agents all over India who distribute products to the retailers Adistribution of C amp F agents and manufacturing locations is given below
Daburrsquos distribution network extends beyond India in the following countries as
well
Distribution Network
Central North amp South America
Australia
Asia
Middle East
North amp South Africa
East amp West Europe
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PROMOTION
The main form of promotional activities of Dabur chyawanprash are concentrated
towards advertising and it has neglible sales promotional activities
Advertising
Nothing can happen without establishing the brandrsquos heritage emphasizing
technological prowess explaining benefits and building bonds with prospective
buyers Ads are necessary because the images are still mouldable and fluid and
the consumerrsquos sophistication level is low Dabur chyawanprash is advertised on
print media as well as on television
The company has launched two ads one each with Amitabh and Vivek in
national electronic media followed by a series of print media campaign directed
towards creating awareness to educate people about the holistic benefits of
ChyawanprashThe ads have been created by McCann Ericsson and the company
would be spending close to Rs 10 crore in promotional campaign this year The
ads would also be translated in Bengali These advertisements are supposed to
target the old and the younger generation respectively
Thecompany has launched a new ad with MS Dhoni who is leader of Indian
cricket team
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SWOT ANALYSIS OF DABUR
STRENGTHS
Strong presence in well defined
niches( like value added Hair Oil and
Ayurveda specialities)
Core knowledge of Ayurveda as
competitive advantage
Strong Brand Image
Product Development Strength
Strong Distribution Network
Extensive Supply Chain
IT Initiatives
R amp D ndash a key strength
WEAKNESS
Seasonal Demand( like
chyawanprash in winter and Vatika not
in winter)
Low Penetration(Chyawanprash)
High price(Vatika)
Limited differentiation (Vatika)
Unbranded players account for
the 23rd of the total market(Vatika)
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OPPORTUNITIES
Untapped
Market(Chyawanprash)
Market Development
Export opportunities
Innovation
Increasing income level of the
middle class Creating additional consumption
pattern
THREATS
Existing Competition( like
Himani baidyanath and Zandu for
Dabur Chyawanprash and MaricoKeo
Karpin HLL and Bajaj for Vatika Hair Oil)
New Entrants
Threat from substitutes (like
Bryllcream for Vatika hair oil)
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OBJECTIVE OF THE STUDY
The major objective of the survey is to collect the data from outlets in the
specified areas where cold drinks are to be sold
To make an assessment of availability of several brands of dabur in
different packs and size in the specified areas
To make an assessment of market presence program of the dabur
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Research Methodology
Data collection
Sample unit
1) working people (including men amp women) amp housewife
2) college students
3) school students
4) senior citizens
5) Retailer
Sample size
1 working people amp housewife 30
2 college students 25
3 school students 20
4 senior citizens 15
5 Retailer 10
Sampling techniques
Judgmental sampling techniques used
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Sampling region
Sampling region will be DELHI in rural area
Data collection method
1 Primary data It will be collected with the help of a self administered
questionnaire
2 Secondary data it will be collected with the help of books research
papers magazines news papers journals internet etc
3
Research instruments
Questionnaire design
As the questionnaire is self administrated one the survey will be simple and user
friendly Words used in questionnaire will be readily understandable to all
respondent Also technical jargons will be avoided to ensure that there is no
confusion for respondents
Data Analysis - Data analysis will be done with the help of MS Excel and SPSS
Software
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DATA ANALYSIS
DABUR CHYAWANPRASH
1 AWARNESS LEVEL
I
NTERPRETATION-
According to serveyAll person are know the dabur100 person of dabur65
person kmow the Baidyanathamp Dabur 40 people of HimaniBaidyanath and
Dabur 60 person of ZanduHimaniBaidyanath and Dabur
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2 PREFERRED BRAND
INTERPRETATION-
According to servey60 person are preferred dabur product 15 person are
preferred Baidynath product 15 person are preferred Himani product 10 person
are preferred Zandu
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3SATISFACTION LEVEL
INTERPRETATION-
According to servey100 satisfaction level of dabur product 80 satisfaction level
of Baidynath product 80 satisfaction level of Himani product
60 satisfaction level of Zandu product
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4 REASONS FOR SELECTING A PARTICULAR BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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5HOW DID YOU COME TO KNOW ABOUT THIS BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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6 PREFERRED PACK SIZE
INTERPRETATION-
According to servey50 person are preferred 500gm product 30 person are
preferred 1kg product 20 person are preferred 250gm product
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8 REASON TO SELECT PREFERRED PACK SIZE
INTERPRETATION-
According to servey20 person are select product of itrsquos availability pack size
40 person are select product of itrsquos price pack size 25 person are select
product of itrsquos family pack size 15 person are select product of itrsquos storage
pack size
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9 FREQUENCY OF
PURCHASE
INTERPRETATION-
According to servey30 People are purchase product after one month 55
People are purchase product after two months 15 People are purchase
product after six months
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COMPETITOR ANALYSIS
The key competitorrsquos of Dabur in the Chyawanprash segment are Baidyanath
Zandu and Himani which together with Dabur have about 85 of Indias domestic
market
Dabur is Indias largest Ayurvedic medicine supplier and the fourth largest
producer of FMCG It was established in 1884 and had grown to a business level
in 2003 of about 650 million dollars per year though only a fraction of that is
involved with Ayurvedic medicine Dabur Chyawanprash (herbal honey) has a
market share of 61We have tried to analyse the competition for Dabur in the
Chyawanprash segment as follows
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The Himani Group
It founded in 1974 provides a diverse range of products doing 110 million dollars
of business annually though only a portion is involved with Ayurvedic products
through its Himani line the company is mainly involved with toiletries and
cosmetics but also provides Chyawanprash and other health productsIts market
share is 12
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CONCLUSIONS
The Chyawanprash Industry is yet to capture the beverage market in full swing Packed Chyawanprash
followed by Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts the market The consumerrsquos patriotic love for tea and coffee is unfared
Chyawanprash are yet to establish their supplement use in the average household here in lies the great
opportunities Within the market it is safe to conclude that dabur has hit off ratherwell with the
masses
dabur has clearly lost it head start advantage and thereby acquiring just 35 of the market share while
others enjoys rest of the market share This could be well attributed to dabor successful ATA
(Availability Taste and Affordability) marketing module the attributes most rated by the consumersLack of publicity has hampered the growth progress of the brand so aggressive advertising is needed to
promote Chyawanprash and vatika hair oil brand
The brands such as that of Chyawanprash by vednath Chyawanprash with its lsquosonacahndi lsquoMinute-
madersquo and also US food giantssDel Monte are ready to hit the Chyawanprash market very soon
As the strategies of the companies keeps on changing be it in Chyawanprash industry a company has
to create perceptions and cover them into realities It is an expensive proposition requiring huge
expenditure on advertising sponsorships and media Thus the ideal company will be the one which
combines the high end technology with consumer insight
As 16 of the excise duty is exempted on food products in this budget Many food companies including
Dabur got benefited from it On the analysis of survey it was found that target Market of Chyawanprash
want quality benefit rather then Price benefit so it is better to stress on quality rather than on
decreasing price to increase sales and profit
To increase market share Dabur should give slight price benefit on Dabur brand so that customers of
other Juice brand should switch from other brand to Dabur brand
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Findings
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey100 satisfaction level of dabur product 80 satisfaction level of
Baidynath product 80 satisfaction level of Himani product 60 satisfaction level of
Zandu product
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis According to servey50 person are preferred 500gm
product 30 person are preferred 1kg product 20 person are preferred 250gm
product
According to servey20 person are select product of itrsquos availability pack size 40
person are select product of itrsquos price pack size 25 person are select product of itrsquos
family pack size 15 person are select product of itrsquos storage pack size
According to servey30 People are purchase product after one month 55 People are
purchase product after two months 15 People are purchase product after six months
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90
LIMITATIONS
No study is free from limitations The limitations of this study can be
Sample size taken is small and may not be sufficient to predict theresults with 100 accuracy
The result is based on primary and secondary data that has itrsquos own limitations
The study only covers the area of Delhi that may not beapplicable to other areas
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RECOMMENDATIONS
Focus on growing core brands across categories
Reaching out to new geographies within Hapur area
Improve operational efficiencies by leveraging technology
Be the preferred company to meet the health and personal grooming needs of
our target consumers with safe efficacious natural solutions by synthesizing the
deep knowledge of ayurveda and herbs with modern science
Provide consumers with innovative products within easy reach
Vatika hair care centre On the lines of Maricorsquos Kaya Skin Clinic Dabur
could start a venture called Vatika hair care centre which would provide total hair
care solutions It could have hair care experts to solve hair problemsServices could
include dandruff treatment straightening of hair treatment for split endsetc
Position Dabur Chyawanprash as not more of a medicine but as something
which is necessary for health
More initiatives like ldquo Dabur ki Deewarrdquo to increase brand visibility It is an
initiative to occupy shelf space
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92
BIBLIOGRAPHY
Books
Marketing Management Twelfth Edition ndash Philip Kotler amp Kevin Lane Keller
Websites
wwwgooglecom
wwwdaburcom
wwwtutor2unet
wwwbrandchannelcom
The time of india
Forbs magazing
Hinustan time
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YES NO
7Which pack size do you prefer
YES NO
8On what parameters do you choose this pack size
YES NO
9 how do u increase the company position
YES NO
10 how you increase your company position in market agains other company
YES NO
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25
Spanning a career of over 20 years Sunil Duggal has travelled widely across Indiaand handled diverse portfolios that have helped him understand the dynamics of
FMCG businesses and market trends He is well versed in the intricacies of Indias
regional diversities and consumer needs
Mr Duggal lives in Delhi with his wife and one child Whenever he gets a break
from his official responsibilities Mr Duggal likes to spend time at home with his
family and an occasional round of golf
Coleman amp Co Ltd for a short period In 1994 he moved to Pepsi Foods as GM
Sales Operation
In 1995 he came into the Dabur family as General Manager (Sales amp Marketing)
of the Family Products Division with products like Dabur Amla Lal Dant Manjan
and Vatika in his portfolio This Division spearheaded the spectacular growth
recorded by Dabur in this period Vatika was also launched during this period and
is now the Companys second biggest brand
With his dynamic spirit and leadership abilities he soon became Vice-President
and SBU-Head of the Family Products Division In July 2000 Mr Duggal was
appointed Director Sales and Marketing of Dabur India Limited And in 2002 he
became the CEO of the Company - a professional with valuable experience to
steer the company ahead in its growth plans
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Good corporate governance and transparency in actions of the management is key
to a strong bond of trust with the Companyrsquos stakeholders Dabur understands the
importance of good governance and has constantly avoided an arbitrary decision-
making process Our initiatives towards this end include
Professionalisation of the board
Lean and active Board(reduced from 16 to 10 members)
Less number of promoters on the Board
More professionals and independent Directors for better management
Governed through Board committees for Audit Remuneration Shareholder
Grievances Compensation and Nominations
Meets all Corporate Governance Code requirements of SEBI
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28
When our Founder Dr S K Burman first established Dabur he had a vision that
saw beyond the profit motive In his words What is that life worth which cannot
bring comfort to others This ideal of a humane and equitable society led to
initiatives taken to give back some part of what Dabur has gained from the
community
Our major initiatives in the Social sector include
Establishment of the Sustainable Development Society or Sundesh in 1993
- a non-profit organisation to promote research and welfare activities in rural
areas
Promoting health and hygiene amongst the underpriviledged through the
Chunni Lal Medical Trust and
Organising the Plant for Life programme for schoolchildren - to create
environmental awareness amongst young minds
Our commitment to Environment
Ancient wisdom of conservation
From times immemorial Indian sages and men of wisdom have understood and
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29
appreciated the value of nature and its conservation Our ancestors recognised
that if we grabbed from nature beyond what was healthy it would lead to all
round degradation and even the extinction of humanity That is why nature was
sanctified and worshipped in the form of gods and goddesses
Dabur upholds the tradition
Today we at Dabur also value natures bounty Without the fruits of nature the
vision of Dabur would never have been fulfilled And that is the reason for our
unfailing commitment to ecological conservation and regeneration We would like
to follow the principles of our ancient texts which say
Dehi me dadami te - you give me and I give you
Back to Nature
Rare herbs and medicinal plants are our most valuable resource from which all
our products are derived Due to overexploitation of these resources and
unsustainable practices these plants and herbs are fast reaching the point of
extinction In view of this critical situation Dabur has initiated some significant
programmes for ecological regeneration and protection of endangered plantsecies
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30
Plants for Life
We have set up the Plants for Life project in the mountainous regions of the
Himalayas Under the project a high-tech greenhouse facility has been set up for
developing saplings of rare and endangered medicinal plants Fully computer-
controlled and monitored this greenhouse maintains the highly critical
environmental parameters required for their survival We are also developing
quality saplings of more than 20 herbs 8 of them endangered through micro
propagation
In addition satellite nurseries spread across mountain villages and
contract cultivation of medicinal herbs helps in maintaining the ecological
balance These measures have also helped provide local cultivators the scientific
knowledge for harvesting herbs and a steady source of income So that they are
not forced to exploit the environment to earn a livelihood
Living a Green Heritage
These are significant steps that can contribute to a better world for coming
generations To whom we would like to bequeath a world not bereft of nature
But full of flowering and fruit bearing trees animals birds and humans living in
good health and complete harmony
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Kashambi Corporate Office
Corporate Office
Kaushambi
Ghaziabad - 201010
Uttar Pradesh India
Tel
+91 (0120) 3982000 (30 Lines)
+91 (0120) 3001000 (30 Lines)
Registered Office
83 Asaf Ali Road
ew Delhi ndash 110 002
Tel +91 (011) 23253488
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DABUR WORLD WIDE
Daburs mission of popularizing a natural lifestyle transcends national boundaries Today
there is global awareness of alternative medicine nature-based and holistic lifestyles and
an interest in herbal products Dabur has been in the forefront of popularizing this
alternative way of life marketing its products in more than 50 countries all over the
world
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Our products World Wide
We have spread ourselves wide and deep to be in close touch with our overseas
consumers
Offices and representatives in Europe America and Africa
A special herbal health care and personal care range successfully selling in
markets of the Middle East Far East and several European countries
Inroads into European and American markets that have good potential due to
resurgence of the back-to-nature movement
Export of Active Pharmaceutical Ingredients (APIs) manufactured under strict
international quality benchmarks to Europe Latin America Africa and other Asian
countries
Export of food and textile grade natural gums extracted from traditional plant
sources
Partnerships and Production
Strategic partnerships with leading multinational food and health care
companies to introduce innovations in products and services
Manufacturing facilities spread across 3 overseas locations to optimise
production by utilising local resources and the most modern technology available
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35
OVERVIEW OF FMCG SECTOR IN INDIA
The Indian FMCG sector is
the fourth largest sector
in the economy with a
total market size in excess
of US$ 131 billion It has
a strong MNC presence
and is characterised by a
well-established
distribution network
intense competition
between the organised and
unorganised segments and
low operational cost Availability of key raw materials cheaper labour costs and
presence across the entire value chain gives India a competitive advantageThe FMCG market is set to treble from US$ 116 billion in 2003 to US$ 334
billion in 2015 Penetration level as well as per capita consumption in most
product categories like jams toothpaste skin care hair wash etc in India is low
indicating the untapped market potential Burgeoning Indian population
particularly the middle class and the rural segments presents an opportunity to
makers of branded products to convert consumers to branded products Growth is
also likely to come from consumer upgrading in the matured product categories
With 200 million people expected to shift to processed and packaged food by
2010 India needs around US$ 28 billion of investment in the food-processing
industry
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India is one of the largest emerging markets with a population of over one billion
India is one of the largest economies in the world in terms of purchasing power
and has a strong middle class base of 300 millionAround 70 per cent of the total
households in India (188 million) resides in the rural areas The total number of
rural households are expected to rise from 135 million in 2001-02 to 153 million
in 2009-10 This presents the largest potential market in the world The annual
size of the rural FMCG market was estimated at around US$ 105 billion in 2001-
02 With growing incomes at both the rural and the urban level the market
potential is expected to expand further
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TMarketing Mi
Product Place
Target
Market
Price Promotion
The firm attempts to generate a positive response in the target market by blending
these four marketing mix variables in an optimal manner
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A Summary Table of the Marketing Mix
The following table summarizes the marketing mix decisions including a list of
some of the aspects of each of the 4Ps
Summary of Marketing Mix Decisions
Product Price Place Promotion
Functionality
Appearance
Quality
Packaging
Brand
Warranty
ServiceSuppor
t
List price
Discounts
Allowances
Financing
Leasing
options
Channel members
Channel
motivation
Market coverage
Locations
Logistics
Service levels
Advertising
Personal
selling
Public
relations
Message
Media
Budget
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DABUR FOODS SELLING PROCESS
Dabur food process of selling starts from stockiest
CampFA dose not have any process to play in the process of selling of dabur
foods products They are just Clearing amp Forwarding Agents they store the
manufacturing products and then supply it to stockiest
Stockiest pay the money to dabur foods through demand draft
Stockiest further sells the products to retailers
Retailer finally sells the products to consumers
MARKETING HOW DABUR FOODS IS USING MIX
Product
Appearance Dabur tries to make its products appear very attractive
Quality Quality of the product is really unmatchable as it is tested number of
times and its products are processed using very advanced machinery and
technology
Packaging Dabur products packaging is done in such a way that its juices does
not get expired before 6 months inspite of perishable products
Brand Dabur itself is a very reputed and well known brand in the market and its
Real juice is also known all over India
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Warranty Dabur as such does not gives any warranty but if there is any problem
in its products before expiry then they replace the product
ServiceSupport Dabur foods provide full support to its stockiest retailers and
consumers what so ever the problem is
Price
List price Dabur decide its price according to its competitors and the price
structure is different for retailers and stockiest
Discounts There are different discounts for retailers stockiest and consumer from
time to time
Allowances Special allowances are gicen to stockiest sales man if he acives his
targets
Place
Channel members Channel members or business partners of dabur are its
stockiest retailers
Channel motivation Channel motivation for dabur is pull and push strategy
Market coverage Dabur Foods has a distribution network that covers 175 towns
and 75 thousand retail outlets making its product available to the consumers across
the country at ease
Locations Dabur foods try to cover or tries to place its products in each and every
shop and every location
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Promotion
Advertising Dabur products are advertised through television newspapers
magazine etc
Personal selling Dabur hardly do any personal selling except in tent shows and
road shows Same for less amp more for same
Media Media of promotion is TV Radio newspapers magazine
Budget Budget is Decided by finance team for different strategic business unit
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Critique of selling
In theory the purpose of selling is to help a customer realize his or her goals in an
economic fashion However in reality this is not always the case Customers can be influenced to purchase a product or service that initially was not of interest to
them Some salespeople are trained in the art of selling customers things they dont
need
Take for example the purchasing of a car a consumer may have a set of cars in
mind (called an evoked set) that she feels match her needs wants and budget She
may seek the advice of a salesperson given that a salesperson can help her realize
the right car given those criteria This can be a socially useful function salespeople
have specialized knowledge of products that can help consumers make an informed
decision However a salesperson may also talk a consumer into purchasing a more
expensive or perhaps larger car then she needs or can afford In this context the
salesperson may have usefully helped the customer re-evaluate her needs thereby
establishing a new set of appropriate choices among which included the newer orlarge car This again would be a helpful and useful service provided by the
salesperson However it is sometimes the case that customers purchase a product
or service that was not initially intended and remains an inappropriate purchase
after the fact On the other hand the consumer in this scenario can be held partially
responsible for the inappropriate purchase indeed A fool and his money are soon
parted (PT Barnum English proverbs)
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This dysfunctional behavior is encouraged by
Incentives of salespeople to increase their total number of sales especially where
retailers keep track of sales or offer commission-based salaries
Incentives from the manufactures of products or the companies of service
providers to salespeople to sell their products where other similar products
offered by competitors are offered
The incentive to sell a customer a product that is in need of being cleared
out despite the fact that a customer may be better to wait for the new
product
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Channel Of Distributions
Manufacturing Plant
Clearing and forwarding agent (different regions)
Stockist A Stockist B Stockist C
Retailers Retailers Retailers Retailers Retailers Retailers
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CONSUMERS
The above diagram it shows channel of distribution of dabur foods here first the products are manufactured and from Manufacturing plants the packed goods are
supplied to Clearing And Forwarding Agents(CampFA) and from here the goods are
then further supplied to number of Stockiest or Distributors from here goods
reaches to large number of Retailers and it is the duty of Stockiest to take orders
from retailers and then supply the goods to them this work is generally done by
stockiest salesman through ready stock or by taking orders first and then placing
the order From here the goods finally reaches to Customers Customer purchases
the product from retailers
This was the basic Channel of Distribution used by Dabur Foods now I will throw
light on each channel of distribution of Dabur Foods
Supply Chain Management
Supply chain management starts before physical distribution it involves procuring
the right inputs (raw materials components and capital equipment) converting
them into finished products and dispatching them to the final destinations The
supply chain perspective can help identify superior suppliers and distributors and
help them improve productivity which ultimately brings down the companyrsquos
costs
A broader view sees a company at the center of a value network that
includes its suppliers its immediate customers and their end customers The value
network includes valued relations with others such as university researchers
government approval agencies and so on
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MANUFACTURING PLANT
Dabur Foods has Number of products in its product line but its main area of
interest or the product on which they concentrate the most is Real Juice amp Coolers
Dabur has its manufacturing plant at Nepal and at Jaipur where juice is
manufactured and tested
PROCUREMENT amp TRANSPORT
Getting the raw material and packaging material requirement from the
production unit in charge
Constant updates on the procurement of materials and transport details
Production details and ingredient content information from the different personnel and coordinating this activity
PACKAGING
Approval and coordination of the supply of packaging material to the
production unit
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CLEARING AND FORWARDING AGENTA (CampFA)
From manufacturing plant the stock is transported or supplied to clearing
and forwarding agents
Clearing and Forwarding Agents is a third party and Dabur gives contract to
them so company has nothing to do in building the relationship with them
Here CampFA keep or stock the goods with them
They charge dabur for stocking the good and even dabur donrsquot mind doing
so as it is a measure of cost cutting as well as there is no need for gowdowns
and maintenance
For Ghazizbad Meerut Delhi NCR there is one CampFA whish is situated in
Mohan Nagar here all goods which dabur foods hare kept here
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STOCKIEST OR DISTRIBUTORS
Stockiest store the products in their godowns CampFA supplies the goods to
them as per their order
Stockiest has some sales men working under him they are known as
stockiest sales man Their work is to place the products in the market and
take order from retailers and then supply goods to them
Sales man either take ready stock with them or they first take orders and
then supply goods later on
There is a beat which is a schedule route of sales man means sales man has
to daily cover the route as mention in the beat
Merchandising making products visible pasting posters putting banners
and seeing that goods are properly placed in the retail outlets is also the duty
of stockiest sales man
Companiesrsquo sales officer keeps a check on the stockiest and monthly report
is also prepared which is further analyzed by ASM amp ZSM
In Noida Dabur has 1 stockist and in Ghaziabad 1
RETAILERS
Retailers are backbone of the company as they are the one who can take the
product on new heights or can bring it down to toes
Stockiest supplies goods to retailers and tries Persuading retailers to give the
brand special displays (using merchandising tools) to get affective brand
presence and arranging it in more noticeable manner
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Classification of outlets in different type of markets is different according to
their sales volume
TYPES OF RETAILS OUTLETS
Class Average Monthly Business
A Above 10000
B 5000-10000
C Upto 5000
Margin of retailers is always higher than stockiest
Retailers are the one who have direct contact with the customers
Dabur Foods has a distribution network that covers 175 towns and 75
thousand retail outlets making its product available to the consumers across
the country at ease
TYPES OF RETAIL MARKET
The retail market can be classified on the basis of magnitude of retail
SCATTERED MARKET
Lesser no of outlets and
Extensive outlets
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BLOCK MARKET
Large no of retail outlets in chunk
SUPER MARKET
Through their superior information logistical systems and buying power deliver
good service and immense volumes of products at attractive prices
CHAIN OUTLETS
Having more than one key outlet all across with a single control unit and central
purchasing strategy
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51
M PRODUCT LINE
Foods
Real
Real Activ
Hommade
Lemoneez
Capsico
Health Care
Baby Care
Dabur Lal Tail
Dabur Baby Olive Oil
Dabur Janma Ghunti
Health Supplements
Dabur Chyawanprash Dabur Glucose D
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Digestives
Hajmola Yumstick
Hajmola Mast Masala
Anardana
Hajmola
Hajmola Candy
Hajmola Candy Fun2
Pudin Hara (Liquid and Pearls)
Pudin Hara G
Dabur Hingoli
Natural Cures
Shilajit Gold
Nature Care Sat Isabgol
Shilajit
Ring Ring
Itch Care
Backaid
Shankha Pushpi Dabur Balm
Sarbyna Strong
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Personal Care
Hair Care Oil
Amla Hair Oil
Amla Lite Hair Oil
Vatika Hair Oil
Anmol Sarson Amla
Hair Care Shampoo
Anmol Silky Black Shampoo
Vatika Henna Conditioning Shampoo
Vatika AntiDandruff Shampoo
Anmol Natural Shine Shampoo
Oral Care
Dabur Red Gel
Dabur Red Toothpaste
Babool Toothpaste
Dabur Lal Dant Manjan
Dabur Binaca
Toothbrush
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Dabur Amongst Top Three Most
Respected FMCG Companies
Dabur Real Bags Gold In Readers
Digest Trusted Brand Awards
Dabur Figures In Top Great PlaceTo Work 2006 List
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Dabur has been ranked
amongst Indias Most
Innovative Companies by
a Business Today-Monitor
Group survey
Hajmola has been ranked
34th in Indiarsquos 100 Most
Valuable Brands list
Hajmola one of the
strongest brands in
Daburs portfolio
has been listed
among the Top 18
Iconic Brands in
India that have
stood the test oftime
Dabur Indiarsquos fruit juice
brand Reacuteal awarded the
Three Dabur brands --
Hajmola Dabur Amla and
Hajmola moves up
11 spots to take the
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Readerrsquos Digest Gold
Trusted Brand Award
2008 in the food amp
beverages category
Vatika -- have debuted in
the Economic Times
Brand Equitys Most
Trusted Brands 2008 list
Besides Dabur Foods has
climbed up to take the
40th spot
34th position
among Indias Top
100 Most Valuable
Brands of 2008
released by 4Ps and
ICMR
Dabur India Ltd has been ranked 28th in the list of Indias Top 50 Most
valuable (Company) Brands by Brand Finance
newu was voted the Most
Admired New Retail
Launch of the year at
Images Retail Awards
Dabur India CEO Mr
Sunil Duggal was named
Best Corporate Leader of
2008 at the BampE
Leadership and Excellence
Dabur India Ltd
was ranked the
Business Leader in
the FMCG -
Personal Care
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Awards Category at the
NDTV Profit
Business
Leadership Award
2008
Dabur India Ltd CEO Mr
Sunil Duggal has been
ranked among Indias
Most valueable CEOs by
Business World
Dabur India Ltd has been listed among the Super
100 of India Inc prepared by Business India
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Dedicated to the health and well being of every household
This is our company We accept personal responsibility and accountability to meet business needs
We all are leaders in our area of responsibility with a deep commitment to deliver results We are determined to be the best at doing what matters most
People are our most important asset We add value through result driven training and we encourage amp reward excellence
We have superior understanding of consumer needs and develop products to fulfill them better
We work together on the principle of mutual trust amp transparency in a boundary-less organisation We are intellectually honest in advocating proposals includingrecognizing risks
Continuous innovation in products amp processes is the basis of our success
We are committed to the achievement of business success with integrity We are honest with consumers with business partners and with each other
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INTRODUCTION OF DABUR CHYWANPRASH
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Dabur Chyawanprash the trusted name for your entire familys health
Dabur Chyawanprash has anti-oxidant properties amp strengthens your bodysinternal defense mechanism the immune system thereby protecting you fromeveryday infections cough cold amp stress etc
At a time when flu and viruses are everywhere your immunity system provides the best prevention from these deadly diseases Chyawanprash a time-tested age-
old formulation has a number of herbs like Amla known to be one of the bestantioxidants Giloy (Guduchi) known to have immuno modulatory properties andhas more than 40 other natural ingredients to boost immunity
Dabur Chyawanprash The Health Giver
Derived from 2500-year-old Ayurvedic formula
Totally chemical-free natural and safe Powerful combination of herbs and plant extracts in a
base of Amla fruit pulp Refined by Dabur to provide traditional goodness with best quality
Reinforces the immune system amp helps fight disease Trusted health provider of a majority of Indian households
Usage
Dabur Chyawanprash has a tangy sweet-sour taste and the consistency of jamIt can be taken directly or with milk and as bread spread In all cases itstherapeutic properties remain stable and active In winters have a glass ofwarm milk after having Chyawanprash In summers have a glass of cold milkafter having Chyawanprash
Dose
1-2 teaspoonful
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STP ANALYSIS OF DABUR CHYAWANPRASH
SEGMENTATION
Dabur Chyawanprash is the market leader in the Chyawanprash segment It
comes under the category of health supplements The segments that it considers
are growing kids competitive youth ever busy housewives and the aged
For the growing kids In todays competitive environment the children are under
high pressure to excel
For the competitive youth Modern life keeps the youth busy and demands them
to be active and efficient
For ever-busy housewives The homemaker needs to be fit in order to shoulder
all responsibilities
For the aged Old age weakens a person physically and mentally
After segmenting the population into these categories it aims to keep them fit
and healthy
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TARGETING
Traditionally chyawanprash was supposed to be a health supplement for the
aged and kids Dabur Chyawanprash (DCP) is now targeting adults housewives
youth and kids This it is trying to achieve through its promotion activities by
making Amitabh Bacchan and Vivek Oberoi do the endorsement act Amitabh
has been projected as a user of Chyawanprash attempting to establish the
relevance of DCP amongst the adults in todayrsquos demanding lifestyle Vivek who
represents an urban ambitious non-user with a mindset that Chyawanprash is not
for him meets his moment of truth when outperformed by a young
Chyawanprash user thus reaching out to kids His final conversion from a non-
user to a Chyawanprash user connects with the Youth These two ads compliment
each other and connect very well with the targeted consumers
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POSITIONING
Andar se strongrdquo Dabur chyawanprash has the tag line Andar se strongrdquo By
using a natural language instead of scientific language it is able to connect with
the consumers and is able to achieve a better positioning in the minds of the
Indian health conscious consumer A category like Chyawanprash for instance
needs to understand that in employing the category language it loses any chance
of expressing its own benefit distinctively
Holistic Health benefit of Ayurveda Dabur Chyawanprash helps in stimulating
immune system relieving stress improving stamina fighting aging through anti-
oxidant property improving lung function fighting respiratory infections amp
building resistance to disease The brand conveys this health conscious holistic
view of the product
Brand Trust Over 100 years of Daburrsquos experience in Ayurveda ensures selection
processing and quality control of right herbs along with scientific and clinical
studies ndash makes DCP a trustworthy offering for consumers Consumers view DCP
as a product by a trusted brand and therefore do not need to think twice beforemaking a purchasing decisio
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MARKETING MIX OF DABUR CHYAWANPRASH
Dabur Chyawanprash is the market leader in the chyawanprash segment and has
achieved this with its innovative product offering pricing strategy easy
availability and promotion campaigns In the marketing mix of Dabur we shall be
discussing the 4 Ps of marketing mix with respect to Dabur Chyawanprash The
mix shall be analyzed as followed
Product
Price
Place
Promotion
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Product Price Promotion Place
bull Product
Variety
bull Quality
bull Design
bull Features
bull Brand
Names
bull Services
bull List Price
bull Discount
bull Financing
Schemes
bull Credit Terms
bull Advertising amp
Promotion
bull Public Relations
bull Sponsorships
bull Internet
Marketing
bull Channels
bull Location
bull Inventory
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PRODUCT
Dabur Chyawanprash is the leader in the Chyawanprash category
and enjoys a market share of 61 per cent In 50s Dabur pioneered the
concept of branded Chyawanprash and since has invested heavily in
product development clinical studies and consumer awareness The
product is essentially a health supplement
Known as the ldquoelixir of liferdquo Chyawanprash has (clinically) proven benefits in
maintaining smooth body functioning The principal ingredient Amla (Indian
Gooseberry) acts as an anti-oxidant and immuno-stimulant Dabur Chyawanprash
helps in stimulating immune system relieving stress improving stamina fighting
aging through anti-oxidant property improving lung function fighting respiratory
infections amp building resistance to disease It is these properties that make Dabur
Chyawanprash a preferred choice for its users
Ingredients of Dabur Chyawanprash
Vishwast Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts
Special Vishwast fortified with additional health beneficial herbs like
Keshar Akarkara etc
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Packaging
n
The figure above shows the evolution of the packaging of Dabur Chyawanprash
Dabur continuously innovates the package and branding of its chayawanprash It
launched Dabur Chyawanprash first in 1949 in a tin pack and it was the first
branded Chyawanprash in India Later Dabur came out with its new packet of
Chyawanprash with Amitabh Bachchan as their brand ambassador It also
received ldquoBrand Relaunch of the Year ldquoaward from IMA
Available in
Dabur Chyawanprash is available in three sizes to cater to the needs of different
types of people
1 One kilogram pack
2 500 gram pack
3 250 gram pack
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PRICE
The pricing of Dabur chyawanprash is very competitive Dabur chyawanprash uses
second degree price discrimination ie more the quantity lower the price
1kg Rs19500
500gms Rs11000
250gms Rs 6200
PRICEQUALITY MATRIX
Pricerarr
Quality
darr
High Middle Low
High
Luxury
Segment
Ideal For
Penetration
DABUR
CHYAWANPRASH
Premiere
Offering
Middle
Overpriced Average Real
Bargain
Low
Make The Sale
and Run
Unhappy
Customers
Cheap
Goods
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PLACE
Dabur has a very wide distribution of its products through 16 million retail outlets
and 50 C amp F agents all over India who distribute products to the retailers Adistribution of C amp F agents and manufacturing locations is given below
Daburrsquos distribution network extends beyond India in the following countries as
well
Distribution Network
Central North amp South America
Australia
Asia
Middle East
North amp South Africa
East amp West Europe
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PROMOTION
The main form of promotional activities of Dabur chyawanprash are concentrated
towards advertising and it has neglible sales promotional activities
Advertising
Nothing can happen without establishing the brandrsquos heritage emphasizing
technological prowess explaining benefits and building bonds with prospective
buyers Ads are necessary because the images are still mouldable and fluid and
the consumerrsquos sophistication level is low Dabur chyawanprash is advertised on
print media as well as on television
The company has launched two ads one each with Amitabh and Vivek in
national electronic media followed by a series of print media campaign directed
towards creating awareness to educate people about the holistic benefits of
ChyawanprashThe ads have been created by McCann Ericsson and the company
would be spending close to Rs 10 crore in promotional campaign this year The
ads would also be translated in Bengali These advertisements are supposed to
target the old and the younger generation respectively
Thecompany has launched a new ad with MS Dhoni who is leader of Indian
cricket team
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SWOT ANALYSIS OF DABUR
STRENGTHS
Strong presence in well defined
niches( like value added Hair Oil and
Ayurveda specialities)
Core knowledge of Ayurveda as
competitive advantage
Strong Brand Image
Product Development Strength
Strong Distribution Network
Extensive Supply Chain
IT Initiatives
R amp D ndash a key strength
WEAKNESS
Seasonal Demand( like
chyawanprash in winter and Vatika not
in winter)
Low Penetration(Chyawanprash)
High price(Vatika)
Limited differentiation (Vatika)
Unbranded players account for
the 23rd of the total market(Vatika)
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OPPORTUNITIES
Untapped
Market(Chyawanprash)
Market Development
Export opportunities
Innovation
Increasing income level of the
middle class Creating additional consumption
pattern
THREATS
Existing Competition( like
Himani baidyanath and Zandu for
Dabur Chyawanprash and MaricoKeo
Karpin HLL and Bajaj for Vatika Hair Oil)
New Entrants
Threat from substitutes (like
Bryllcream for Vatika hair oil)
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OBJECTIVE OF THE STUDY
The major objective of the survey is to collect the data from outlets in the
specified areas where cold drinks are to be sold
To make an assessment of availability of several brands of dabur in
different packs and size in the specified areas
To make an assessment of market presence program of the dabur
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Research Methodology
Data collection
Sample unit
1) working people (including men amp women) amp housewife
2) college students
3) school students
4) senior citizens
5) Retailer
Sample size
1 working people amp housewife 30
2 college students 25
3 school students 20
4 senior citizens 15
5 Retailer 10
Sampling techniques
Judgmental sampling techniques used
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Sampling region
Sampling region will be DELHI in rural area
Data collection method
1 Primary data It will be collected with the help of a self administered
questionnaire
2 Secondary data it will be collected with the help of books research
papers magazines news papers journals internet etc
3
Research instruments
Questionnaire design
As the questionnaire is self administrated one the survey will be simple and user
friendly Words used in questionnaire will be readily understandable to all
respondent Also technical jargons will be avoided to ensure that there is no
confusion for respondents
Data Analysis - Data analysis will be done with the help of MS Excel and SPSS
Software
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DATA ANALYSIS
DABUR CHYAWANPRASH
1 AWARNESS LEVEL
I
NTERPRETATION-
According to serveyAll person are know the dabur100 person of dabur65
person kmow the Baidyanathamp Dabur 40 people of HimaniBaidyanath and
Dabur 60 person of ZanduHimaniBaidyanath and Dabur
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2 PREFERRED BRAND
INTERPRETATION-
According to servey60 person are preferred dabur product 15 person are
preferred Baidynath product 15 person are preferred Himani product 10 person
are preferred Zandu
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3SATISFACTION LEVEL
INTERPRETATION-
According to servey100 satisfaction level of dabur product 80 satisfaction level
of Baidynath product 80 satisfaction level of Himani product
60 satisfaction level of Zandu product
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4 REASONS FOR SELECTING A PARTICULAR BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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5HOW DID YOU COME TO KNOW ABOUT THIS BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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6 PREFERRED PACK SIZE
INTERPRETATION-
According to servey50 person are preferred 500gm product 30 person are
preferred 1kg product 20 person are preferred 250gm product
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8 REASON TO SELECT PREFERRED PACK SIZE
INTERPRETATION-
According to servey20 person are select product of itrsquos availability pack size
40 person are select product of itrsquos price pack size 25 person are select
product of itrsquos family pack size 15 person are select product of itrsquos storage
pack size
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9 FREQUENCY OF
PURCHASE
INTERPRETATION-
According to servey30 People are purchase product after one month 55
People are purchase product after two months 15 People are purchase
product after six months
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COMPETITOR ANALYSIS
The key competitorrsquos of Dabur in the Chyawanprash segment are Baidyanath
Zandu and Himani which together with Dabur have about 85 of Indias domestic
market
Dabur is Indias largest Ayurvedic medicine supplier and the fourth largest
producer of FMCG It was established in 1884 and had grown to a business level
in 2003 of about 650 million dollars per year though only a fraction of that is
involved with Ayurvedic medicine Dabur Chyawanprash (herbal honey) has a
market share of 61We have tried to analyse the competition for Dabur in the
Chyawanprash segment as follows
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The Himani Group
It founded in 1974 provides a diverse range of products doing 110 million dollars
of business annually though only a portion is involved with Ayurvedic products
through its Himani line the company is mainly involved with toiletries and
cosmetics but also provides Chyawanprash and other health productsIts market
share is 12
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CONCLUSIONS
The Chyawanprash Industry is yet to capture the beverage market in full swing Packed Chyawanprash
followed by Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts the market The consumerrsquos patriotic love for tea and coffee is unfared
Chyawanprash are yet to establish their supplement use in the average household here in lies the great
opportunities Within the market it is safe to conclude that dabur has hit off ratherwell with the
masses
dabur has clearly lost it head start advantage and thereby acquiring just 35 of the market share while
others enjoys rest of the market share This could be well attributed to dabor successful ATA
(Availability Taste and Affordability) marketing module the attributes most rated by the consumersLack of publicity has hampered the growth progress of the brand so aggressive advertising is needed to
promote Chyawanprash and vatika hair oil brand
The brands such as that of Chyawanprash by vednath Chyawanprash with its lsquosonacahndi lsquoMinute-
madersquo and also US food giantssDel Monte are ready to hit the Chyawanprash market very soon
As the strategies of the companies keeps on changing be it in Chyawanprash industry a company has
to create perceptions and cover them into realities It is an expensive proposition requiring huge
expenditure on advertising sponsorships and media Thus the ideal company will be the one which
combines the high end technology with consumer insight
As 16 of the excise duty is exempted on food products in this budget Many food companies including
Dabur got benefited from it On the analysis of survey it was found that target Market of Chyawanprash
want quality benefit rather then Price benefit so it is better to stress on quality rather than on
decreasing price to increase sales and profit
To increase market share Dabur should give slight price benefit on Dabur brand so that customers of
other Juice brand should switch from other brand to Dabur brand
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Findings
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey100 satisfaction level of dabur product 80 satisfaction level of
Baidynath product 80 satisfaction level of Himani product 60 satisfaction level of
Zandu product
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis According to servey50 person are preferred 500gm
product 30 person are preferred 1kg product 20 person are preferred 250gm
product
According to servey20 person are select product of itrsquos availability pack size 40
person are select product of itrsquos price pack size 25 person are select product of itrsquos
family pack size 15 person are select product of itrsquos storage pack size
According to servey30 People are purchase product after one month 55 People are
purchase product after two months 15 People are purchase product after six months
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LIMITATIONS
No study is free from limitations The limitations of this study can be
Sample size taken is small and may not be sufficient to predict theresults with 100 accuracy
The result is based on primary and secondary data that has itrsquos own limitations
The study only covers the area of Delhi that may not beapplicable to other areas
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RECOMMENDATIONS
Focus on growing core brands across categories
Reaching out to new geographies within Hapur area
Improve operational efficiencies by leveraging technology
Be the preferred company to meet the health and personal grooming needs of
our target consumers with safe efficacious natural solutions by synthesizing the
deep knowledge of ayurveda and herbs with modern science
Provide consumers with innovative products within easy reach
Vatika hair care centre On the lines of Maricorsquos Kaya Skin Clinic Dabur
could start a venture called Vatika hair care centre which would provide total hair
care solutions It could have hair care experts to solve hair problemsServices could
include dandruff treatment straightening of hair treatment for split endsetc
Position Dabur Chyawanprash as not more of a medicine but as something
which is necessary for health
More initiatives like ldquo Dabur ki Deewarrdquo to increase brand visibility It is an
initiative to occupy shelf space
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BIBLIOGRAPHY
Books
Marketing Management Twelfth Edition ndash Philip Kotler amp Kevin Lane Keller
Websites
wwwgooglecom
wwwdaburcom
wwwtutor2unet
wwwbrandchannelcom
The time of india
Forbs magazing
Hinustan time
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YES NO
7Which pack size do you prefer
YES NO
8On what parameters do you choose this pack size
YES NO
9 how do u increase the company position
YES NO
10 how you increase your company position in market agains other company
YES NO
![Page 26: Making by Th Harsh Pandit](https://reader033.vdocuments.mx/reader033/viewer/2022052406/577cd3191a28ab9e7896af7d/html5/thumbnails/26.jpg)
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27
Good corporate governance and transparency in actions of the management is key
to a strong bond of trust with the Companyrsquos stakeholders Dabur understands the
importance of good governance and has constantly avoided an arbitrary decision-
making process Our initiatives towards this end include
Professionalisation of the board
Lean and active Board(reduced from 16 to 10 members)
Less number of promoters on the Board
More professionals and independent Directors for better management
Governed through Board committees for Audit Remuneration Shareholder
Grievances Compensation and Nominations
Meets all Corporate Governance Code requirements of SEBI
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28
When our Founder Dr S K Burman first established Dabur he had a vision that
saw beyond the profit motive In his words What is that life worth which cannot
bring comfort to others This ideal of a humane and equitable society led to
initiatives taken to give back some part of what Dabur has gained from the
community
Our major initiatives in the Social sector include
Establishment of the Sustainable Development Society or Sundesh in 1993
- a non-profit organisation to promote research and welfare activities in rural
areas
Promoting health and hygiene amongst the underpriviledged through the
Chunni Lal Medical Trust and
Organising the Plant for Life programme for schoolchildren - to create
environmental awareness amongst young minds
Our commitment to Environment
Ancient wisdom of conservation
From times immemorial Indian sages and men of wisdom have understood and
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29
appreciated the value of nature and its conservation Our ancestors recognised
that if we grabbed from nature beyond what was healthy it would lead to all
round degradation and even the extinction of humanity That is why nature was
sanctified and worshipped in the form of gods and goddesses
Dabur upholds the tradition
Today we at Dabur also value natures bounty Without the fruits of nature the
vision of Dabur would never have been fulfilled And that is the reason for our
unfailing commitment to ecological conservation and regeneration We would like
to follow the principles of our ancient texts which say
Dehi me dadami te - you give me and I give you
Back to Nature
Rare herbs and medicinal plants are our most valuable resource from which all
our products are derived Due to overexploitation of these resources and
unsustainable practices these plants and herbs are fast reaching the point of
extinction In view of this critical situation Dabur has initiated some significant
programmes for ecological regeneration and protection of endangered plantsecies
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30
Plants for Life
We have set up the Plants for Life project in the mountainous regions of the
Himalayas Under the project a high-tech greenhouse facility has been set up for
developing saplings of rare and endangered medicinal plants Fully computer-
controlled and monitored this greenhouse maintains the highly critical
environmental parameters required for their survival We are also developing
quality saplings of more than 20 herbs 8 of them endangered through micro
propagation
In addition satellite nurseries spread across mountain villages and
contract cultivation of medicinal herbs helps in maintaining the ecological
balance These measures have also helped provide local cultivators the scientific
knowledge for harvesting herbs and a steady source of income So that they are
not forced to exploit the environment to earn a livelihood
Living a Green Heritage
These are significant steps that can contribute to a better world for coming
generations To whom we would like to bequeath a world not bereft of nature
But full of flowering and fruit bearing trees animals birds and humans living in
good health and complete harmony
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Kashambi Corporate Office
Corporate Office
Kaushambi
Ghaziabad - 201010
Uttar Pradesh India
Tel
+91 (0120) 3982000 (30 Lines)
+91 (0120) 3001000 (30 Lines)
Registered Office
83 Asaf Ali Road
ew Delhi ndash 110 002
Tel +91 (011) 23253488
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DABUR WORLD WIDE
Daburs mission of popularizing a natural lifestyle transcends national boundaries Today
there is global awareness of alternative medicine nature-based and holistic lifestyles and
an interest in herbal products Dabur has been in the forefront of popularizing this
alternative way of life marketing its products in more than 50 countries all over the
world
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Our products World Wide
We have spread ourselves wide and deep to be in close touch with our overseas
consumers
Offices and representatives in Europe America and Africa
A special herbal health care and personal care range successfully selling in
markets of the Middle East Far East and several European countries
Inroads into European and American markets that have good potential due to
resurgence of the back-to-nature movement
Export of Active Pharmaceutical Ingredients (APIs) manufactured under strict
international quality benchmarks to Europe Latin America Africa and other Asian
countries
Export of food and textile grade natural gums extracted from traditional plant
sources
Partnerships and Production
Strategic partnerships with leading multinational food and health care
companies to introduce innovations in products and services
Manufacturing facilities spread across 3 overseas locations to optimise
production by utilising local resources and the most modern technology available
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OVERVIEW OF FMCG SECTOR IN INDIA
The Indian FMCG sector is
the fourth largest sector
in the economy with a
total market size in excess
of US$ 131 billion It has
a strong MNC presence
and is characterised by a
well-established
distribution network
intense competition
between the organised and
unorganised segments and
low operational cost Availability of key raw materials cheaper labour costs and
presence across the entire value chain gives India a competitive advantageThe FMCG market is set to treble from US$ 116 billion in 2003 to US$ 334
billion in 2015 Penetration level as well as per capita consumption in most
product categories like jams toothpaste skin care hair wash etc in India is low
indicating the untapped market potential Burgeoning Indian population
particularly the middle class and the rural segments presents an opportunity to
makers of branded products to convert consumers to branded products Growth is
also likely to come from consumer upgrading in the matured product categories
With 200 million people expected to shift to processed and packaged food by
2010 India needs around US$ 28 billion of investment in the food-processing
industry
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India is one of the largest emerging markets with a population of over one billion
India is one of the largest economies in the world in terms of purchasing power
and has a strong middle class base of 300 millionAround 70 per cent of the total
households in India (188 million) resides in the rural areas The total number of
rural households are expected to rise from 135 million in 2001-02 to 153 million
in 2009-10 This presents the largest potential market in the world The annual
size of the rural FMCG market was estimated at around US$ 105 billion in 2001-
02 With growing incomes at both the rural and the urban level the market
potential is expected to expand further
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TMarketing Mi
Product Place
Target
Market
Price Promotion
The firm attempts to generate a positive response in the target market by blending
these four marketing mix variables in an optimal manner
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A Summary Table of the Marketing Mix
The following table summarizes the marketing mix decisions including a list of
some of the aspects of each of the 4Ps
Summary of Marketing Mix Decisions
Product Price Place Promotion
Functionality
Appearance
Quality
Packaging
Brand
Warranty
ServiceSuppor
t
List price
Discounts
Allowances
Financing
Leasing
options
Channel members
Channel
motivation
Market coverage
Locations
Logistics
Service levels
Advertising
Personal
selling
Public
relations
Message
Media
Budget
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DABUR FOODS SELLING PROCESS
Dabur food process of selling starts from stockiest
CampFA dose not have any process to play in the process of selling of dabur
foods products They are just Clearing amp Forwarding Agents they store the
manufacturing products and then supply it to stockiest
Stockiest pay the money to dabur foods through demand draft
Stockiest further sells the products to retailers
Retailer finally sells the products to consumers
MARKETING HOW DABUR FOODS IS USING MIX
Product
Appearance Dabur tries to make its products appear very attractive
Quality Quality of the product is really unmatchable as it is tested number of
times and its products are processed using very advanced machinery and
technology
Packaging Dabur products packaging is done in such a way that its juices does
not get expired before 6 months inspite of perishable products
Brand Dabur itself is a very reputed and well known brand in the market and its
Real juice is also known all over India
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Warranty Dabur as such does not gives any warranty but if there is any problem
in its products before expiry then they replace the product
ServiceSupport Dabur foods provide full support to its stockiest retailers and
consumers what so ever the problem is
Price
List price Dabur decide its price according to its competitors and the price
structure is different for retailers and stockiest
Discounts There are different discounts for retailers stockiest and consumer from
time to time
Allowances Special allowances are gicen to stockiest sales man if he acives his
targets
Place
Channel members Channel members or business partners of dabur are its
stockiest retailers
Channel motivation Channel motivation for dabur is pull and push strategy
Market coverage Dabur Foods has a distribution network that covers 175 towns
and 75 thousand retail outlets making its product available to the consumers across
the country at ease
Locations Dabur foods try to cover or tries to place its products in each and every
shop and every location
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Promotion
Advertising Dabur products are advertised through television newspapers
magazine etc
Personal selling Dabur hardly do any personal selling except in tent shows and
road shows Same for less amp more for same
Media Media of promotion is TV Radio newspapers magazine
Budget Budget is Decided by finance team for different strategic business unit
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Critique of selling
In theory the purpose of selling is to help a customer realize his or her goals in an
economic fashion However in reality this is not always the case Customers can be influenced to purchase a product or service that initially was not of interest to
them Some salespeople are trained in the art of selling customers things they dont
need
Take for example the purchasing of a car a consumer may have a set of cars in
mind (called an evoked set) that she feels match her needs wants and budget She
may seek the advice of a salesperson given that a salesperson can help her realize
the right car given those criteria This can be a socially useful function salespeople
have specialized knowledge of products that can help consumers make an informed
decision However a salesperson may also talk a consumer into purchasing a more
expensive or perhaps larger car then she needs or can afford In this context the
salesperson may have usefully helped the customer re-evaluate her needs thereby
establishing a new set of appropriate choices among which included the newer orlarge car This again would be a helpful and useful service provided by the
salesperson However it is sometimes the case that customers purchase a product
or service that was not initially intended and remains an inappropriate purchase
after the fact On the other hand the consumer in this scenario can be held partially
responsible for the inappropriate purchase indeed A fool and his money are soon
parted (PT Barnum English proverbs)
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43
This dysfunctional behavior is encouraged by
Incentives of salespeople to increase their total number of sales especially where
retailers keep track of sales or offer commission-based salaries
Incentives from the manufactures of products or the companies of service
providers to salespeople to sell their products where other similar products
offered by competitors are offered
The incentive to sell a customer a product that is in need of being cleared
out despite the fact that a customer may be better to wait for the new
product
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44
Channel Of Distributions
Manufacturing Plant
Clearing and forwarding agent (different regions)
Stockist A Stockist B Stockist C
Retailers Retailers Retailers Retailers Retailers Retailers
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CONSUMERS
The above diagram it shows channel of distribution of dabur foods here first the products are manufactured and from Manufacturing plants the packed goods are
supplied to Clearing And Forwarding Agents(CampFA) and from here the goods are
then further supplied to number of Stockiest or Distributors from here goods
reaches to large number of Retailers and it is the duty of Stockiest to take orders
from retailers and then supply the goods to them this work is generally done by
stockiest salesman through ready stock or by taking orders first and then placing
the order From here the goods finally reaches to Customers Customer purchases
the product from retailers
This was the basic Channel of Distribution used by Dabur Foods now I will throw
light on each channel of distribution of Dabur Foods
Supply Chain Management
Supply chain management starts before physical distribution it involves procuring
the right inputs (raw materials components and capital equipment) converting
them into finished products and dispatching them to the final destinations The
supply chain perspective can help identify superior suppliers and distributors and
help them improve productivity which ultimately brings down the companyrsquos
costs
A broader view sees a company at the center of a value network that
includes its suppliers its immediate customers and their end customers The value
network includes valued relations with others such as university researchers
government approval agencies and so on
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MANUFACTURING PLANT
Dabur Foods has Number of products in its product line but its main area of
interest or the product on which they concentrate the most is Real Juice amp Coolers
Dabur has its manufacturing plant at Nepal and at Jaipur where juice is
manufactured and tested
PROCUREMENT amp TRANSPORT
Getting the raw material and packaging material requirement from the
production unit in charge
Constant updates on the procurement of materials and transport details
Production details and ingredient content information from the different personnel and coordinating this activity
PACKAGING
Approval and coordination of the supply of packaging material to the
production unit
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47
CLEARING AND FORWARDING AGENTA (CampFA)
From manufacturing plant the stock is transported or supplied to clearing
and forwarding agents
Clearing and Forwarding Agents is a third party and Dabur gives contract to
them so company has nothing to do in building the relationship with them
Here CampFA keep or stock the goods with them
They charge dabur for stocking the good and even dabur donrsquot mind doing
so as it is a measure of cost cutting as well as there is no need for gowdowns
and maintenance
For Ghazizbad Meerut Delhi NCR there is one CampFA whish is situated in
Mohan Nagar here all goods which dabur foods hare kept here
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STOCKIEST OR DISTRIBUTORS
Stockiest store the products in their godowns CampFA supplies the goods to
them as per their order
Stockiest has some sales men working under him they are known as
stockiest sales man Their work is to place the products in the market and
take order from retailers and then supply goods to them
Sales man either take ready stock with them or they first take orders and
then supply goods later on
There is a beat which is a schedule route of sales man means sales man has
to daily cover the route as mention in the beat
Merchandising making products visible pasting posters putting banners
and seeing that goods are properly placed in the retail outlets is also the duty
of stockiest sales man
Companiesrsquo sales officer keeps a check on the stockiest and monthly report
is also prepared which is further analyzed by ASM amp ZSM
In Noida Dabur has 1 stockist and in Ghaziabad 1
RETAILERS
Retailers are backbone of the company as they are the one who can take the
product on new heights or can bring it down to toes
Stockiest supplies goods to retailers and tries Persuading retailers to give the
brand special displays (using merchandising tools) to get affective brand
presence and arranging it in more noticeable manner
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Classification of outlets in different type of markets is different according to
their sales volume
TYPES OF RETAILS OUTLETS
Class Average Monthly Business
A Above 10000
B 5000-10000
C Upto 5000
Margin of retailers is always higher than stockiest
Retailers are the one who have direct contact with the customers
Dabur Foods has a distribution network that covers 175 towns and 75
thousand retail outlets making its product available to the consumers across
the country at ease
TYPES OF RETAIL MARKET
The retail market can be classified on the basis of magnitude of retail
SCATTERED MARKET
Lesser no of outlets and
Extensive outlets
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BLOCK MARKET
Large no of retail outlets in chunk
SUPER MARKET
Through their superior information logistical systems and buying power deliver
good service and immense volumes of products at attractive prices
CHAIN OUTLETS
Having more than one key outlet all across with a single control unit and central
purchasing strategy
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M PRODUCT LINE
Foods
Real
Real Activ
Hommade
Lemoneez
Capsico
Health Care
Baby Care
Dabur Lal Tail
Dabur Baby Olive Oil
Dabur Janma Ghunti
Health Supplements
Dabur Chyawanprash Dabur Glucose D
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Digestives
Hajmola Yumstick
Hajmola Mast Masala
Anardana
Hajmola
Hajmola Candy
Hajmola Candy Fun2
Pudin Hara (Liquid and Pearls)
Pudin Hara G
Dabur Hingoli
Natural Cures
Shilajit Gold
Nature Care Sat Isabgol
Shilajit
Ring Ring
Itch Care
Backaid
Shankha Pushpi Dabur Balm
Sarbyna Strong
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Personal Care
Hair Care Oil
Amla Hair Oil
Amla Lite Hair Oil
Vatika Hair Oil
Anmol Sarson Amla
Hair Care Shampoo
Anmol Silky Black Shampoo
Vatika Henna Conditioning Shampoo
Vatika AntiDandruff Shampoo
Anmol Natural Shine Shampoo
Oral Care
Dabur Red Gel
Dabur Red Toothpaste
Babool Toothpaste
Dabur Lal Dant Manjan
Dabur Binaca
Toothbrush
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Dabur Amongst Top Three Most
Respected FMCG Companies
Dabur Real Bags Gold In Readers
Digest Trusted Brand Awards
Dabur Figures In Top Great PlaceTo Work 2006 List
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Dabur has been ranked
amongst Indias Most
Innovative Companies by
a Business Today-Monitor
Group survey
Hajmola has been ranked
34th in Indiarsquos 100 Most
Valuable Brands list
Hajmola one of the
strongest brands in
Daburs portfolio
has been listed
among the Top 18
Iconic Brands in
India that have
stood the test oftime
Dabur Indiarsquos fruit juice
brand Reacuteal awarded the
Three Dabur brands --
Hajmola Dabur Amla and
Hajmola moves up
11 spots to take the
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Readerrsquos Digest Gold
Trusted Brand Award
2008 in the food amp
beverages category
Vatika -- have debuted in
the Economic Times
Brand Equitys Most
Trusted Brands 2008 list
Besides Dabur Foods has
climbed up to take the
40th spot
34th position
among Indias Top
100 Most Valuable
Brands of 2008
released by 4Ps and
ICMR
Dabur India Ltd has been ranked 28th in the list of Indias Top 50 Most
valuable (Company) Brands by Brand Finance
newu was voted the Most
Admired New Retail
Launch of the year at
Images Retail Awards
Dabur India CEO Mr
Sunil Duggal was named
Best Corporate Leader of
2008 at the BampE
Leadership and Excellence
Dabur India Ltd
was ranked the
Business Leader in
the FMCG -
Personal Care
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Awards Category at the
NDTV Profit
Business
Leadership Award
2008
Dabur India Ltd CEO Mr
Sunil Duggal has been
ranked among Indias
Most valueable CEOs by
Business World
Dabur India Ltd has been listed among the Super
100 of India Inc prepared by Business India
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Dedicated to the health and well being of every household
This is our company We accept personal responsibility and accountability to meet business needs
We all are leaders in our area of responsibility with a deep commitment to deliver results We are determined to be the best at doing what matters most
People are our most important asset We add value through result driven training and we encourage amp reward excellence
We have superior understanding of consumer needs and develop products to fulfill them better
We work together on the principle of mutual trust amp transparency in a boundary-less organisation We are intellectually honest in advocating proposals includingrecognizing risks
Continuous innovation in products amp processes is the basis of our success
We are committed to the achievement of business success with integrity We are honest with consumers with business partners and with each other
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INTRODUCTION OF DABUR CHYWANPRASH
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Dabur Chyawanprash the trusted name for your entire familys health
Dabur Chyawanprash has anti-oxidant properties amp strengthens your bodysinternal defense mechanism the immune system thereby protecting you fromeveryday infections cough cold amp stress etc
At a time when flu and viruses are everywhere your immunity system provides the best prevention from these deadly diseases Chyawanprash a time-tested age-
old formulation has a number of herbs like Amla known to be one of the bestantioxidants Giloy (Guduchi) known to have immuno modulatory properties andhas more than 40 other natural ingredients to boost immunity
Dabur Chyawanprash The Health Giver
Derived from 2500-year-old Ayurvedic formula
Totally chemical-free natural and safe Powerful combination of herbs and plant extracts in a
base of Amla fruit pulp Refined by Dabur to provide traditional goodness with best quality
Reinforces the immune system amp helps fight disease Trusted health provider of a majority of Indian households
Usage
Dabur Chyawanprash has a tangy sweet-sour taste and the consistency of jamIt can be taken directly or with milk and as bread spread In all cases itstherapeutic properties remain stable and active In winters have a glass ofwarm milk after having Chyawanprash In summers have a glass of cold milkafter having Chyawanprash
Dose
1-2 teaspoonful
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STP ANALYSIS OF DABUR CHYAWANPRASH
SEGMENTATION
Dabur Chyawanprash is the market leader in the Chyawanprash segment It
comes under the category of health supplements The segments that it considers
are growing kids competitive youth ever busy housewives and the aged
For the growing kids In todays competitive environment the children are under
high pressure to excel
For the competitive youth Modern life keeps the youth busy and demands them
to be active and efficient
For ever-busy housewives The homemaker needs to be fit in order to shoulder
all responsibilities
For the aged Old age weakens a person physically and mentally
After segmenting the population into these categories it aims to keep them fit
and healthy
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TARGETING
Traditionally chyawanprash was supposed to be a health supplement for the
aged and kids Dabur Chyawanprash (DCP) is now targeting adults housewives
youth and kids This it is trying to achieve through its promotion activities by
making Amitabh Bacchan and Vivek Oberoi do the endorsement act Amitabh
has been projected as a user of Chyawanprash attempting to establish the
relevance of DCP amongst the adults in todayrsquos demanding lifestyle Vivek who
represents an urban ambitious non-user with a mindset that Chyawanprash is not
for him meets his moment of truth when outperformed by a young
Chyawanprash user thus reaching out to kids His final conversion from a non-
user to a Chyawanprash user connects with the Youth These two ads compliment
each other and connect very well with the targeted consumers
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POSITIONING
Andar se strongrdquo Dabur chyawanprash has the tag line Andar se strongrdquo By
using a natural language instead of scientific language it is able to connect with
the consumers and is able to achieve a better positioning in the minds of the
Indian health conscious consumer A category like Chyawanprash for instance
needs to understand that in employing the category language it loses any chance
of expressing its own benefit distinctively
Holistic Health benefit of Ayurveda Dabur Chyawanprash helps in stimulating
immune system relieving stress improving stamina fighting aging through anti-
oxidant property improving lung function fighting respiratory infections amp
building resistance to disease The brand conveys this health conscious holistic
view of the product
Brand Trust Over 100 years of Daburrsquos experience in Ayurveda ensures selection
processing and quality control of right herbs along with scientific and clinical
studies ndash makes DCP a trustworthy offering for consumers Consumers view DCP
as a product by a trusted brand and therefore do not need to think twice beforemaking a purchasing decisio
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MARKETING MIX OF DABUR CHYAWANPRASH
Dabur Chyawanprash is the market leader in the chyawanprash segment and has
achieved this with its innovative product offering pricing strategy easy
availability and promotion campaigns In the marketing mix of Dabur we shall be
discussing the 4 Ps of marketing mix with respect to Dabur Chyawanprash The
mix shall be analyzed as followed
Product
Price
Place
Promotion
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Product Price Promotion Place
bull Product
Variety
bull Quality
bull Design
bull Features
bull Brand
Names
bull Services
bull List Price
bull Discount
bull Financing
Schemes
bull Credit Terms
bull Advertising amp
Promotion
bull Public Relations
bull Sponsorships
bull Internet
Marketing
bull Channels
bull Location
bull Inventory
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PRODUCT
Dabur Chyawanprash is the leader in the Chyawanprash category
and enjoys a market share of 61 per cent In 50s Dabur pioneered the
concept of branded Chyawanprash and since has invested heavily in
product development clinical studies and consumer awareness The
product is essentially a health supplement
Known as the ldquoelixir of liferdquo Chyawanprash has (clinically) proven benefits in
maintaining smooth body functioning The principal ingredient Amla (Indian
Gooseberry) acts as an anti-oxidant and immuno-stimulant Dabur Chyawanprash
helps in stimulating immune system relieving stress improving stamina fighting
aging through anti-oxidant property improving lung function fighting respiratory
infections amp building resistance to disease It is these properties that make Dabur
Chyawanprash a preferred choice for its users
Ingredients of Dabur Chyawanprash
Vishwast Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts
Special Vishwast fortified with additional health beneficial herbs like
Keshar Akarkara etc
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Packaging
n
The figure above shows the evolution of the packaging of Dabur Chyawanprash
Dabur continuously innovates the package and branding of its chayawanprash It
launched Dabur Chyawanprash first in 1949 in a tin pack and it was the first
branded Chyawanprash in India Later Dabur came out with its new packet of
Chyawanprash with Amitabh Bachchan as their brand ambassador It also
received ldquoBrand Relaunch of the Year ldquoaward from IMA
Available in
Dabur Chyawanprash is available in three sizes to cater to the needs of different
types of people
1 One kilogram pack
2 500 gram pack
3 250 gram pack
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PRICE
The pricing of Dabur chyawanprash is very competitive Dabur chyawanprash uses
second degree price discrimination ie more the quantity lower the price
1kg Rs19500
500gms Rs11000
250gms Rs 6200
PRICEQUALITY MATRIX
Pricerarr
Quality
darr
High Middle Low
High
Luxury
Segment
Ideal For
Penetration
DABUR
CHYAWANPRASH
Premiere
Offering
Middle
Overpriced Average Real
Bargain
Low
Make The Sale
and Run
Unhappy
Customers
Cheap
Goods
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PLACE
Dabur has a very wide distribution of its products through 16 million retail outlets
and 50 C amp F agents all over India who distribute products to the retailers Adistribution of C amp F agents and manufacturing locations is given below
Daburrsquos distribution network extends beyond India in the following countries as
well
Distribution Network
Central North amp South America
Australia
Asia
Middle East
North amp South Africa
East amp West Europe
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PROMOTION
The main form of promotional activities of Dabur chyawanprash are concentrated
towards advertising and it has neglible sales promotional activities
Advertising
Nothing can happen without establishing the brandrsquos heritage emphasizing
technological prowess explaining benefits and building bonds with prospective
buyers Ads are necessary because the images are still mouldable and fluid and
the consumerrsquos sophistication level is low Dabur chyawanprash is advertised on
print media as well as on television
The company has launched two ads one each with Amitabh and Vivek in
national electronic media followed by a series of print media campaign directed
towards creating awareness to educate people about the holistic benefits of
ChyawanprashThe ads have been created by McCann Ericsson and the company
would be spending close to Rs 10 crore in promotional campaign this year The
ads would also be translated in Bengali These advertisements are supposed to
target the old and the younger generation respectively
Thecompany has launched a new ad with MS Dhoni who is leader of Indian
cricket team
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SWOT ANALYSIS OF DABUR
STRENGTHS
Strong presence in well defined
niches( like value added Hair Oil and
Ayurveda specialities)
Core knowledge of Ayurveda as
competitive advantage
Strong Brand Image
Product Development Strength
Strong Distribution Network
Extensive Supply Chain
IT Initiatives
R amp D ndash a key strength
WEAKNESS
Seasonal Demand( like
chyawanprash in winter and Vatika not
in winter)
Low Penetration(Chyawanprash)
High price(Vatika)
Limited differentiation (Vatika)
Unbranded players account for
the 23rd of the total market(Vatika)
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OPPORTUNITIES
Untapped
Market(Chyawanprash)
Market Development
Export opportunities
Innovation
Increasing income level of the
middle class Creating additional consumption
pattern
THREATS
Existing Competition( like
Himani baidyanath and Zandu for
Dabur Chyawanprash and MaricoKeo
Karpin HLL and Bajaj for Vatika Hair Oil)
New Entrants
Threat from substitutes (like
Bryllcream for Vatika hair oil)
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OBJECTIVE OF THE STUDY
The major objective of the survey is to collect the data from outlets in the
specified areas where cold drinks are to be sold
To make an assessment of availability of several brands of dabur in
different packs and size in the specified areas
To make an assessment of market presence program of the dabur
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Research Methodology
Data collection
Sample unit
1) working people (including men amp women) amp housewife
2) college students
3) school students
4) senior citizens
5) Retailer
Sample size
1 working people amp housewife 30
2 college students 25
3 school students 20
4 senior citizens 15
5 Retailer 10
Sampling techniques
Judgmental sampling techniques used
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Sampling region
Sampling region will be DELHI in rural area
Data collection method
1 Primary data It will be collected with the help of a self administered
questionnaire
2 Secondary data it will be collected with the help of books research
papers magazines news papers journals internet etc
3
Research instruments
Questionnaire design
As the questionnaire is self administrated one the survey will be simple and user
friendly Words used in questionnaire will be readily understandable to all
respondent Also technical jargons will be avoided to ensure that there is no
confusion for respondents
Data Analysis - Data analysis will be done with the help of MS Excel and SPSS
Software
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DATA ANALYSIS
DABUR CHYAWANPRASH
1 AWARNESS LEVEL
I
NTERPRETATION-
According to serveyAll person are know the dabur100 person of dabur65
person kmow the Baidyanathamp Dabur 40 people of HimaniBaidyanath and
Dabur 60 person of ZanduHimaniBaidyanath and Dabur
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2 PREFERRED BRAND
INTERPRETATION-
According to servey60 person are preferred dabur product 15 person are
preferred Baidynath product 15 person are preferred Himani product 10 person
are preferred Zandu
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3SATISFACTION LEVEL
INTERPRETATION-
According to servey100 satisfaction level of dabur product 80 satisfaction level
of Baidynath product 80 satisfaction level of Himani product
60 satisfaction level of Zandu product
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80
4 REASONS FOR SELECTING A PARTICULAR BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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81
5HOW DID YOU COME TO KNOW ABOUT THIS BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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82
6 PREFERRED PACK SIZE
INTERPRETATION-
According to servey50 person are preferred 500gm product 30 person are
preferred 1kg product 20 person are preferred 250gm product
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83
8 REASON TO SELECT PREFERRED PACK SIZE
INTERPRETATION-
According to servey20 person are select product of itrsquos availability pack size
40 person are select product of itrsquos price pack size 25 person are select
product of itrsquos family pack size 15 person are select product of itrsquos storage
pack size
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84
9 FREQUENCY OF
PURCHASE
INTERPRETATION-
According to servey30 People are purchase product after one month 55
People are purchase product after two months 15 People are purchase
product after six months
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COMPETITOR ANALYSIS
The key competitorrsquos of Dabur in the Chyawanprash segment are Baidyanath
Zandu and Himani which together with Dabur have about 85 of Indias domestic
market
Dabur is Indias largest Ayurvedic medicine supplier and the fourth largest
producer of FMCG It was established in 1884 and had grown to a business level
in 2003 of about 650 million dollars per year though only a fraction of that is
involved with Ayurvedic medicine Dabur Chyawanprash (herbal honey) has a
market share of 61We have tried to analyse the competition for Dabur in the
Chyawanprash segment as follows
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87
The Himani Group
It founded in 1974 provides a diverse range of products doing 110 million dollars
of business annually though only a portion is involved with Ayurvedic products
through its Himani line the company is mainly involved with toiletries and
cosmetics but also provides Chyawanprash and other health productsIts market
share is 12
8132019 Making by Th Harsh Pandit
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88
CONCLUSIONS
The Chyawanprash Industry is yet to capture the beverage market in full swing Packed Chyawanprash
followed by Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts the market The consumerrsquos patriotic love for tea and coffee is unfared
Chyawanprash are yet to establish their supplement use in the average household here in lies the great
opportunities Within the market it is safe to conclude that dabur has hit off ratherwell with the
masses
dabur has clearly lost it head start advantage and thereby acquiring just 35 of the market share while
others enjoys rest of the market share This could be well attributed to dabor successful ATA
(Availability Taste and Affordability) marketing module the attributes most rated by the consumersLack of publicity has hampered the growth progress of the brand so aggressive advertising is needed to
promote Chyawanprash and vatika hair oil brand
The brands such as that of Chyawanprash by vednath Chyawanprash with its lsquosonacahndi lsquoMinute-
madersquo and also US food giantssDel Monte are ready to hit the Chyawanprash market very soon
As the strategies of the companies keeps on changing be it in Chyawanprash industry a company has
to create perceptions and cover them into realities It is an expensive proposition requiring huge
expenditure on advertising sponsorships and media Thus the ideal company will be the one which
combines the high end technology with consumer insight
As 16 of the excise duty is exempted on food products in this budget Many food companies including
Dabur got benefited from it On the analysis of survey it was found that target Market of Chyawanprash
want quality benefit rather then Price benefit so it is better to stress on quality rather than on
decreasing price to increase sales and profit
To increase market share Dabur should give slight price benefit on Dabur brand so that customers of
other Juice brand should switch from other brand to Dabur brand
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89
Findings
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey100 satisfaction level of dabur product 80 satisfaction level of
Baidynath product 80 satisfaction level of Himani product 60 satisfaction level of
Zandu product
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis According to servey50 person are preferred 500gm
product 30 person are preferred 1kg product 20 person are preferred 250gm
product
According to servey20 person are select product of itrsquos availability pack size 40
person are select product of itrsquos price pack size 25 person are select product of itrsquos
family pack size 15 person are select product of itrsquos storage pack size
According to servey30 People are purchase product after one month 55 People are
purchase product after two months 15 People are purchase product after six months
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90
LIMITATIONS
No study is free from limitations The limitations of this study can be
Sample size taken is small and may not be sufficient to predict theresults with 100 accuracy
The result is based on primary and secondary data that has itrsquos own limitations
The study only covers the area of Delhi that may not beapplicable to other areas
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91
RECOMMENDATIONS
Focus on growing core brands across categories
Reaching out to new geographies within Hapur area
Improve operational efficiencies by leveraging technology
Be the preferred company to meet the health and personal grooming needs of
our target consumers with safe efficacious natural solutions by synthesizing the
deep knowledge of ayurveda and herbs with modern science
Provide consumers with innovative products within easy reach
Vatika hair care centre On the lines of Maricorsquos Kaya Skin Clinic Dabur
could start a venture called Vatika hair care centre which would provide total hair
care solutions It could have hair care experts to solve hair problemsServices could
include dandruff treatment straightening of hair treatment for split endsetc
Position Dabur Chyawanprash as not more of a medicine but as something
which is necessary for health
More initiatives like ldquo Dabur ki Deewarrdquo to increase brand visibility It is an
initiative to occupy shelf space
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92
BIBLIOGRAPHY
Books
Marketing Management Twelfth Edition ndash Philip Kotler amp Kevin Lane Keller
Websites
wwwgooglecom
wwwdaburcom
wwwtutor2unet
wwwbrandchannelcom
The time of india
Forbs magazing
Hinustan time
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YES NO
7Which pack size do you prefer
YES NO
8On what parameters do you choose this pack size
YES NO
9 how do u increase the company position
YES NO
10 how you increase your company position in market agains other company
YES NO
![Page 27: Making by Th Harsh Pandit](https://reader033.vdocuments.mx/reader033/viewer/2022052406/577cd3191a28ab9e7896af7d/html5/thumbnails/27.jpg)
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27
Good corporate governance and transparency in actions of the management is key
to a strong bond of trust with the Companyrsquos stakeholders Dabur understands the
importance of good governance and has constantly avoided an arbitrary decision-
making process Our initiatives towards this end include
Professionalisation of the board
Lean and active Board(reduced from 16 to 10 members)
Less number of promoters on the Board
More professionals and independent Directors for better management
Governed through Board committees for Audit Remuneration Shareholder
Grievances Compensation and Nominations
Meets all Corporate Governance Code requirements of SEBI
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28
When our Founder Dr S K Burman first established Dabur he had a vision that
saw beyond the profit motive In his words What is that life worth which cannot
bring comfort to others This ideal of a humane and equitable society led to
initiatives taken to give back some part of what Dabur has gained from the
community
Our major initiatives in the Social sector include
Establishment of the Sustainable Development Society or Sundesh in 1993
- a non-profit organisation to promote research and welfare activities in rural
areas
Promoting health and hygiene amongst the underpriviledged through the
Chunni Lal Medical Trust and
Organising the Plant for Life programme for schoolchildren - to create
environmental awareness amongst young minds
Our commitment to Environment
Ancient wisdom of conservation
From times immemorial Indian sages and men of wisdom have understood and
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29
appreciated the value of nature and its conservation Our ancestors recognised
that if we grabbed from nature beyond what was healthy it would lead to all
round degradation and even the extinction of humanity That is why nature was
sanctified and worshipped in the form of gods and goddesses
Dabur upholds the tradition
Today we at Dabur also value natures bounty Without the fruits of nature the
vision of Dabur would never have been fulfilled And that is the reason for our
unfailing commitment to ecological conservation and regeneration We would like
to follow the principles of our ancient texts which say
Dehi me dadami te - you give me and I give you
Back to Nature
Rare herbs and medicinal plants are our most valuable resource from which all
our products are derived Due to overexploitation of these resources and
unsustainable practices these plants and herbs are fast reaching the point of
extinction In view of this critical situation Dabur has initiated some significant
programmes for ecological regeneration and protection of endangered plantsecies
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30
Plants for Life
We have set up the Plants for Life project in the mountainous regions of the
Himalayas Under the project a high-tech greenhouse facility has been set up for
developing saplings of rare and endangered medicinal plants Fully computer-
controlled and monitored this greenhouse maintains the highly critical
environmental parameters required for their survival We are also developing
quality saplings of more than 20 herbs 8 of them endangered through micro
propagation
In addition satellite nurseries spread across mountain villages and
contract cultivation of medicinal herbs helps in maintaining the ecological
balance These measures have also helped provide local cultivators the scientific
knowledge for harvesting herbs and a steady source of income So that they are
not forced to exploit the environment to earn a livelihood
Living a Green Heritage
These are significant steps that can contribute to a better world for coming
generations To whom we would like to bequeath a world not bereft of nature
But full of flowering and fruit bearing trees animals birds and humans living in
good health and complete harmony
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31
Kashambi Corporate Office
Corporate Office
Kaushambi
Ghaziabad - 201010
Uttar Pradesh India
Tel
+91 (0120) 3982000 (30 Lines)
+91 (0120) 3001000 (30 Lines)
Registered Office
83 Asaf Ali Road
ew Delhi ndash 110 002
Tel +91 (011) 23253488
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DABUR WORLD WIDE
Daburs mission of popularizing a natural lifestyle transcends national boundaries Today
there is global awareness of alternative medicine nature-based and holistic lifestyles and
an interest in herbal products Dabur has been in the forefront of popularizing this
alternative way of life marketing its products in more than 50 countries all over the
world
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34
Our products World Wide
We have spread ourselves wide and deep to be in close touch with our overseas
consumers
Offices and representatives in Europe America and Africa
A special herbal health care and personal care range successfully selling in
markets of the Middle East Far East and several European countries
Inroads into European and American markets that have good potential due to
resurgence of the back-to-nature movement
Export of Active Pharmaceutical Ingredients (APIs) manufactured under strict
international quality benchmarks to Europe Latin America Africa and other Asian
countries
Export of food and textile grade natural gums extracted from traditional plant
sources
Partnerships and Production
Strategic partnerships with leading multinational food and health care
companies to introduce innovations in products and services
Manufacturing facilities spread across 3 overseas locations to optimise
production by utilising local resources and the most modern technology available
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35
OVERVIEW OF FMCG SECTOR IN INDIA
The Indian FMCG sector is
the fourth largest sector
in the economy with a
total market size in excess
of US$ 131 billion It has
a strong MNC presence
and is characterised by a
well-established
distribution network
intense competition
between the organised and
unorganised segments and
low operational cost Availability of key raw materials cheaper labour costs and
presence across the entire value chain gives India a competitive advantageThe FMCG market is set to treble from US$ 116 billion in 2003 to US$ 334
billion in 2015 Penetration level as well as per capita consumption in most
product categories like jams toothpaste skin care hair wash etc in India is low
indicating the untapped market potential Burgeoning Indian population
particularly the middle class and the rural segments presents an opportunity to
makers of branded products to convert consumers to branded products Growth is
also likely to come from consumer upgrading in the matured product categories
With 200 million people expected to shift to processed and packaged food by
2010 India needs around US$ 28 billion of investment in the food-processing
industry
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India is one of the largest emerging markets with a population of over one billion
India is one of the largest economies in the world in terms of purchasing power
and has a strong middle class base of 300 millionAround 70 per cent of the total
households in India (188 million) resides in the rural areas The total number of
rural households are expected to rise from 135 million in 2001-02 to 153 million
in 2009-10 This presents the largest potential market in the world The annual
size of the rural FMCG market was estimated at around US$ 105 billion in 2001-
02 With growing incomes at both the rural and the urban level the market
potential is expected to expand further
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37
TMarketing Mi
Product Place
Target
Market
Price Promotion
The firm attempts to generate a positive response in the target market by blending
these four marketing mix variables in an optimal manner
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38
A Summary Table of the Marketing Mix
The following table summarizes the marketing mix decisions including a list of
some of the aspects of each of the 4Ps
Summary of Marketing Mix Decisions
Product Price Place Promotion
Functionality
Appearance
Quality
Packaging
Brand
Warranty
ServiceSuppor
t
List price
Discounts
Allowances
Financing
Leasing
options
Channel members
Channel
motivation
Market coverage
Locations
Logistics
Service levels
Advertising
Personal
selling
Public
relations
Message
Media
Budget
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39
DABUR FOODS SELLING PROCESS
Dabur food process of selling starts from stockiest
CampFA dose not have any process to play in the process of selling of dabur
foods products They are just Clearing amp Forwarding Agents they store the
manufacturing products and then supply it to stockiest
Stockiest pay the money to dabur foods through demand draft
Stockiest further sells the products to retailers
Retailer finally sells the products to consumers
MARKETING HOW DABUR FOODS IS USING MIX
Product
Appearance Dabur tries to make its products appear very attractive
Quality Quality of the product is really unmatchable as it is tested number of
times and its products are processed using very advanced machinery and
technology
Packaging Dabur products packaging is done in such a way that its juices does
not get expired before 6 months inspite of perishable products
Brand Dabur itself is a very reputed and well known brand in the market and its
Real juice is also known all over India
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40
Warranty Dabur as such does not gives any warranty but if there is any problem
in its products before expiry then they replace the product
ServiceSupport Dabur foods provide full support to its stockiest retailers and
consumers what so ever the problem is
Price
List price Dabur decide its price according to its competitors and the price
structure is different for retailers and stockiest
Discounts There are different discounts for retailers stockiest and consumer from
time to time
Allowances Special allowances are gicen to stockiest sales man if he acives his
targets
Place
Channel members Channel members or business partners of dabur are its
stockiest retailers
Channel motivation Channel motivation for dabur is pull and push strategy
Market coverage Dabur Foods has a distribution network that covers 175 towns
and 75 thousand retail outlets making its product available to the consumers across
the country at ease
Locations Dabur foods try to cover or tries to place its products in each and every
shop and every location
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Promotion
Advertising Dabur products are advertised through television newspapers
magazine etc
Personal selling Dabur hardly do any personal selling except in tent shows and
road shows Same for less amp more for same
Media Media of promotion is TV Radio newspapers magazine
Budget Budget is Decided by finance team for different strategic business unit
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Critique of selling
In theory the purpose of selling is to help a customer realize his or her goals in an
economic fashion However in reality this is not always the case Customers can be influenced to purchase a product or service that initially was not of interest to
them Some salespeople are trained in the art of selling customers things they dont
need
Take for example the purchasing of a car a consumer may have a set of cars in
mind (called an evoked set) that she feels match her needs wants and budget She
may seek the advice of a salesperson given that a salesperson can help her realize
the right car given those criteria This can be a socially useful function salespeople
have specialized knowledge of products that can help consumers make an informed
decision However a salesperson may also talk a consumer into purchasing a more
expensive or perhaps larger car then she needs or can afford In this context the
salesperson may have usefully helped the customer re-evaluate her needs thereby
establishing a new set of appropriate choices among which included the newer orlarge car This again would be a helpful and useful service provided by the
salesperson However it is sometimes the case that customers purchase a product
or service that was not initially intended and remains an inappropriate purchase
after the fact On the other hand the consumer in this scenario can be held partially
responsible for the inappropriate purchase indeed A fool and his money are soon
parted (PT Barnum English proverbs)
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This dysfunctional behavior is encouraged by
Incentives of salespeople to increase their total number of sales especially where
retailers keep track of sales or offer commission-based salaries
Incentives from the manufactures of products or the companies of service
providers to salespeople to sell their products where other similar products
offered by competitors are offered
The incentive to sell a customer a product that is in need of being cleared
out despite the fact that a customer may be better to wait for the new
product
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Channel Of Distributions
Manufacturing Plant
Clearing and forwarding agent (different regions)
Stockist A Stockist B Stockist C
Retailers Retailers Retailers Retailers Retailers Retailers
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CONSUMERS
The above diagram it shows channel of distribution of dabur foods here first the products are manufactured and from Manufacturing plants the packed goods are
supplied to Clearing And Forwarding Agents(CampFA) and from here the goods are
then further supplied to number of Stockiest or Distributors from here goods
reaches to large number of Retailers and it is the duty of Stockiest to take orders
from retailers and then supply the goods to them this work is generally done by
stockiest salesman through ready stock or by taking orders first and then placing
the order From here the goods finally reaches to Customers Customer purchases
the product from retailers
This was the basic Channel of Distribution used by Dabur Foods now I will throw
light on each channel of distribution of Dabur Foods
Supply Chain Management
Supply chain management starts before physical distribution it involves procuring
the right inputs (raw materials components and capital equipment) converting
them into finished products and dispatching them to the final destinations The
supply chain perspective can help identify superior suppliers and distributors and
help them improve productivity which ultimately brings down the companyrsquos
costs
A broader view sees a company at the center of a value network that
includes its suppliers its immediate customers and their end customers The value
network includes valued relations with others such as university researchers
government approval agencies and so on
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MANUFACTURING PLANT
Dabur Foods has Number of products in its product line but its main area of
interest or the product on which they concentrate the most is Real Juice amp Coolers
Dabur has its manufacturing plant at Nepal and at Jaipur where juice is
manufactured and tested
PROCUREMENT amp TRANSPORT
Getting the raw material and packaging material requirement from the
production unit in charge
Constant updates on the procurement of materials and transport details
Production details and ingredient content information from the different personnel and coordinating this activity
PACKAGING
Approval and coordination of the supply of packaging material to the
production unit
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CLEARING AND FORWARDING AGENTA (CampFA)
From manufacturing plant the stock is transported or supplied to clearing
and forwarding agents
Clearing and Forwarding Agents is a third party and Dabur gives contract to
them so company has nothing to do in building the relationship with them
Here CampFA keep or stock the goods with them
They charge dabur for stocking the good and even dabur donrsquot mind doing
so as it is a measure of cost cutting as well as there is no need for gowdowns
and maintenance
For Ghazizbad Meerut Delhi NCR there is one CampFA whish is situated in
Mohan Nagar here all goods which dabur foods hare kept here
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STOCKIEST OR DISTRIBUTORS
Stockiest store the products in their godowns CampFA supplies the goods to
them as per their order
Stockiest has some sales men working under him they are known as
stockiest sales man Their work is to place the products in the market and
take order from retailers and then supply goods to them
Sales man either take ready stock with them or they first take orders and
then supply goods later on
There is a beat which is a schedule route of sales man means sales man has
to daily cover the route as mention in the beat
Merchandising making products visible pasting posters putting banners
and seeing that goods are properly placed in the retail outlets is also the duty
of stockiest sales man
Companiesrsquo sales officer keeps a check on the stockiest and monthly report
is also prepared which is further analyzed by ASM amp ZSM
In Noida Dabur has 1 stockist and in Ghaziabad 1
RETAILERS
Retailers are backbone of the company as they are the one who can take the
product on new heights or can bring it down to toes
Stockiest supplies goods to retailers and tries Persuading retailers to give the
brand special displays (using merchandising tools) to get affective brand
presence and arranging it in more noticeable manner
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Classification of outlets in different type of markets is different according to
their sales volume
TYPES OF RETAILS OUTLETS
Class Average Monthly Business
A Above 10000
B 5000-10000
C Upto 5000
Margin of retailers is always higher than stockiest
Retailers are the one who have direct contact with the customers
Dabur Foods has a distribution network that covers 175 towns and 75
thousand retail outlets making its product available to the consumers across
the country at ease
TYPES OF RETAIL MARKET
The retail market can be classified on the basis of magnitude of retail
SCATTERED MARKET
Lesser no of outlets and
Extensive outlets
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50
BLOCK MARKET
Large no of retail outlets in chunk
SUPER MARKET
Through their superior information logistical systems and buying power deliver
good service and immense volumes of products at attractive prices
CHAIN OUTLETS
Having more than one key outlet all across with a single control unit and central
purchasing strategy
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M PRODUCT LINE
Foods
Real
Real Activ
Hommade
Lemoneez
Capsico
Health Care
Baby Care
Dabur Lal Tail
Dabur Baby Olive Oil
Dabur Janma Ghunti
Health Supplements
Dabur Chyawanprash Dabur Glucose D
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Digestives
Hajmola Yumstick
Hajmola Mast Masala
Anardana
Hajmola
Hajmola Candy
Hajmola Candy Fun2
Pudin Hara (Liquid and Pearls)
Pudin Hara G
Dabur Hingoli
Natural Cures
Shilajit Gold
Nature Care Sat Isabgol
Shilajit
Ring Ring
Itch Care
Backaid
Shankha Pushpi Dabur Balm
Sarbyna Strong
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Personal Care
Hair Care Oil
Amla Hair Oil
Amla Lite Hair Oil
Vatika Hair Oil
Anmol Sarson Amla
Hair Care Shampoo
Anmol Silky Black Shampoo
Vatika Henna Conditioning Shampoo
Vatika AntiDandruff Shampoo
Anmol Natural Shine Shampoo
Oral Care
Dabur Red Gel
Dabur Red Toothpaste
Babool Toothpaste
Dabur Lal Dant Manjan
Dabur Binaca
Toothbrush
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Dabur Amongst Top Three Most
Respected FMCG Companies
Dabur Real Bags Gold In Readers
Digest Trusted Brand Awards
Dabur Figures In Top Great PlaceTo Work 2006 List
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Dabur has been ranked
amongst Indias Most
Innovative Companies by
a Business Today-Monitor
Group survey
Hajmola has been ranked
34th in Indiarsquos 100 Most
Valuable Brands list
Hajmola one of the
strongest brands in
Daburs portfolio
has been listed
among the Top 18
Iconic Brands in
India that have
stood the test oftime
Dabur Indiarsquos fruit juice
brand Reacuteal awarded the
Three Dabur brands --
Hajmola Dabur Amla and
Hajmola moves up
11 spots to take the
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Readerrsquos Digest Gold
Trusted Brand Award
2008 in the food amp
beverages category
Vatika -- have debuted in
the Economic Times
Brand Equitys Most
Trusted Brands 2008 list
Besides Dabur Foods has
climbed up to take the
40th spot
34th position
among Indias Top
100 Most Valuable
Brands of 2008
released by 4Ps and
ICMR
Dabur India Ltd has been ranked 28th in the list of Indias Top 50 Most
valuable (Company) Brands by Brand Finance
newu was voted the Most
Admired New Retail
Launch of the year at
Images Retail Awards
Dabur India CEO Mr
Sunil Duggal was named
Best Corporate Leader of
2008 at the BampE
Leadership and Excellence
Dabur India Ltd
was ranked the
Business Leader in
the FMCG -
Personal Care
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58
Awards Category at the
NDTV Profit
Business
Leadership Award
2008
Dabur India Ltd CEO Mr
Sunil Duggal has been
ranked among Indias
Most valueable CEOs by
Business World
Dabur India Ltd has been listed among the Super
100 of India Inc prepared by Business India
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Dedicated to the health and well being of every household
This is our company We accept personal responsibility and accountability to meet business needs
We all are leaders in our area of responsibility with a deep commitment to deliver results We are determined to be the best at doing what matters most
People are our most important asset We add value through result driven training and we encourage amp reward excellence
We have superior understanding of consumer needs and develop products to fulfill them better
We work together on the principle of mutual trust amp transparency in a boundary-less organisation We are intellectually honest in advocating proposals includingrecognizing risks
Continuous innovation in products amp processes is the basis of our success
We are committed to the achievement of business success with integrity We are honest with consumers with business partners and with each other
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INTRODUCTION OF DABUR CHYWANPRASH
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Dabur Chyawanprash the trusted name for your entire familys health
Dabur Chyawanprash has anti-oxidant properties amp strengthens your bodysinternal defense mechanism the immune system thereby protecting you fromeveryday infections cough cold amp stress etc
At a time when flu and viruses are everywhere your immunity system provides the best prevention from these deadly diseases Chyawanprash a time-tested age-
old formulation has a number of herbs like Amla known to be one of the bestantioxidants Giloy (Guduchi) known to have immuno modulatory properties andhas more than 40 other natural ingredients to boost immunity
Dabur Chyawanprash The Health Giver
Derived from 2500-year-old Ayurvedic formula
Totally chemical-free natural and safe Powerful combination of herbs and plant extracts in a
base of Amla fruit pulp Refined by Dabur to provide traditional goodness with best quality
Reinforces the immune system amp helps fight disease Trusted health provider of a majority of Indian households
Usage
Dabur Chyawanprash has a tangy sweet-sour taste and the consistency of jamIt can be taken directly or with milk and as bread spread In all cases itstherapeutic properties remain stable and active In winters have a glass ofwarm milk after having Chyawanprash In summers have a glass of cold milkafter having Chyawanprash
Dose
1-2 teaspoonful
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STP ANALYSIS OF DABUR CHYAWANPRASH
SEGMENTATION
Dabur Chyawanprash is the market leader in the Chyawanprash segment It
comes under the category of health supplements The segments that it considers
are growing kids competitive youth ever busy housewives and the aged
For the growing kids In todays competitive environment the children are under
high pressure to excel
For the competitive youth Modern life keeps the youth busy and demands them
to be active and efficient
For ever-busy housewives The homemaker needs to be fit in order to shoulder
all responsibilities
For the aged Old age weakens a person physically and mentally
After segmenting the population into these categories it aims to keep them fit
and healthy
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TARGETING
Traditionally chyawanprash was supposed to be a health supplement for the
aged and kids Dabur Chyawanprash (DCP) is now targeting adults housewives
youth and kids This it is trying to achieve through its promotion activities by
making Amitabh Bacchan and Vivek Oberoi do the endorsement act Amitabh
has been projected as a user of Chyawanprash attempting to establish the
relevance of DCP amongst the adults in todayrsquos demanding lifestyle Vivek who
represents an urban ambitious non-user with a mindset that Chyawanprash is not
for him meets his moment of truth when outperformed by a young
Chyawanprash user thus reaching out to kids His final conversion from a non-
user to a Chyawanprash user connects with the Youth These two ads compliment
each other and connect very well with the targeted consumers
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POSITIONING
Andar se strongrdquo Dabur chyawanprash has the tag line Andar se strongrdquo By
using a natural language instead of scientific language it is able to connect with
the consumers and is able to achieve a better positioning in the minds of the
Indian health conscious consumer A category like Chyawanprash for instance
needs to understand that in employing the category language it loses any chance
of expressing its own benefit distinctively
Holistic Health benefit of Ayurveda Dabur Chyawanprash helps in stimulating
immune system relieving stress improving stamina fighting aging through anti-
oxidant property improving lung function fighting respiratory infections amp
building resistance to disease The brand conveys this health conscious holistic
view of the product
Brand Trust Over 100 years of Daburrsquos experience in Ayurveda ensures selection
processing and quality control of right herbs along with scientific and clinical
studies ndash makes DCP a trustworthy offering for consumers Consumers view DCP
as a product by a trusted brand and therefore do not need to think twice beforemaking a purchasing decisio
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MARKETING MIX OF DABUR CHYAWANPRASH
Dabur Chyawanprash is the market leader in the chyawanprash segment and has
achieved this with its innovative product offering pricing strategy easy
availability and promotion campaigns In the marketing mix of Dabur we shall be
discussing the 4 Ps of marketing mix with respect to Dabur Chyawanprash The
mix shall be analyzed as followed
Product
Price
Place
Promotion
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Product Price Promotion Place
bull Product
Variety
bull Quality
bull Design
bull Features
bull Brand
Names
bull Services
bull List Price
bull Discount
bull Financing
Schemes
bull Credit Terms
bull Advertising amp
Promotion
bull Public Relations
bull Sponsorships
bull Internet
Marketing
bull Channels
bull Location
bull Inventory
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PRODUCT
Dabur Chyawanprash is the leader in the Chyawanprash category
and enjoys a market share of 61 per cent In 50s Dabur pioneered the
concept of branded Chyawanprash and since has invested heavily in
product development clinical studies and consumer awareness The
product is essentially a health supplement
Known as the ldquoelixir of liferdquo Chyawanprash has (clinically) proven benefits in
maintaining smooth body functioning The principal ingredient Amla (Indian
Gooseberry) acts as an anti-oxidant and immuno-stimulant Dabur Chyawanprash
helps in stimulating immune system relieving stress improving stamina fighting
aging through anti-oxidant property improving lung function fighting respiratory
infections amp building resistance to disease It is these properties that make Dabur
Chyawanprash a preferred choice for its users
Ingredients of Dabur Chyawanprash
Vishwast Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts
Special Vishwast fortified with additional health beneficial herbs like
Keshar Akarkara etc
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Packaging
n
The figure above shows the evolution of the packaging of Dabur Chyawanprash
Dabur continuously innovates the package and branding of its chayawanprash It
launched Dabur Chyawanprash first in 1949 in a tin pack and it was the first
branded Chyawanprash in India Later Dabur came out with its new packet of
Chyawanprash with Amitabh Bachchan as their brand ambassador It also
received ldquoBrand Relaunch of the Year ldquoaward from IMA
Available in
Dabur Chyawanprash is available in three sizes to cater to the needs of different
types of people
1 One kilogram pack
2 500 gram pack
3 250 gram pack
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PRICE
The pricing of Dabur chyawanprash is very competitive Dabur chyawanprash uses
second degree price discrimination ie more the quantity lower the price
1kg Rs19500
500gms Rs11000
250gms Rs 6200
PRICEQUALITY MATRIX
Pricerarr
Quality
darr
High Middle Low
High
Luxury
Segment
Ideal For
Penetration
DABUR
CHYAWANPRASH
Premiere
Offering
Middle
Overpriced Average Real
Bargain
Low
Make The Sale
and Run
Unhappy
Customers
Cheap
Goods
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PLACE
Dabur has a very wide distribution of its products through 16 million retail outlets
and 50 C amp F agents all over India who distribute products to the retailers Adistribution of C amp F agents and manufacturing locations is given below
Daburrsquos distribution network extends beyond India in the following countries as
well
Distribution Network
Central North amp South America
Australia
Asia
Middle East
North amp South Africa
East amp West Europe
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PROMOTION
The main form of promotional activities of Dabur chyawanprash are concentrated
towards advertising and it has neglible sales promotional activities
Advertising
Nothing can happen without establishing the brandrsquos heritage emphasizing
technological prowess explaining benefits and building bonds with prospective
buyers Ads are necessary because the images are still mouldable and fluid and
the consumerrsquos sophistication level is low Dabur chyawanprash is advertised on
print media as well as on television
The company has launched two ads one each with Amitabh and Vivek in
national electronic media followed by a series of print media campaign directed
towards creating awareness to educate people about the holistic benefits of
ChyawanprashThe ads have been created by McCann Ericsson and the company
would be spending close to Rs 10 crore in promotional campaign this year The
ads would also be translated in Bengali These advertisements are supposed to
target the old and the younger generation respectively
Thecompany has launched a new ad with MS Dhoni who is leader of Indian
cricket team
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SWOT ANALYSIS OF DABUR
STRENGTHS
Strong presence in well defined
niches( like value added Hair Oil and
Ayurveda specialities)
Core knowledge of Ayurveda as
competitive advantage
Strong Brand Image
Product Development Strength
Strong Distribution Network
Extensive Supply Chain
IT Initiatives
R amp D ndash a key strength
WEAKNESS
Seasonal Demand( like
chyawanprash in winter and Vatika not
in winter)
Low Penetration(Chyawanprash)
High price(Vatika)
Limited differentiation (Vatika)
Unbranded players account for
the 23rd of the total market(Vatika)
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OPPORTUNITIES
Untapped
Market(Chyawanprash)
Market Development
Export opportunities
Innovation
Increasing income level of the
middle class Creating additional consumption
pattern
THREATS
Existing Competition( like
Himani baidyanath and Zandu for
Dabur Chyawanprash and MaricoKeo
Karpin HLL and Bajaj for Vatika Hair Oil)
New Entrants
Threat from substitutes (like
Bryllcream for Vatika hair oil)
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OBJECTIVE OF THE STUDY
The major objective of the survey is to collect the data from outlets in the
specified areas where cold drinks are to be sold
To make an assessment of availability of several brands of dabur in
different packs and size in the specified areas
To make an assessment of market presence program of the dabur
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Research Methodology
Data collection
Sample unit
1) working people (including men amp women) amp housewife
2) college students
3) school students
4) senior citizens
5) Retailer
Sample size
1 working people amp housewife 30
2 college students 25
3 school students 20
4 senior citizens 15
5 Retailer 10
Sampling techniques
Judgmental sampling techniques used
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Sampling region
Sampling region will be DELHI in rural area
Data collection method
1 Primary data It will be collected with the help of a self administered
questionnaire
2 Secondary data it will be collected with the help of books research
papers magazines news papers journals internet etc
3
Research instruments
Questionnaire design
As the questionnaire is self administrated one the survey will be simple and user
friendly Words used in questionnaire will be readily understandable to all
respondent Also technical jargons will be avoided to ensure that there is no
confusion for respondents
Data Analysis - Data analysis will be done with the help of MS Excel and SPSS
Software
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DATA ANALYSIS
DABUR CHYAWANPRASH
1 AWARNESS LEVEL
I
NTERPRETATION-
According to serveyAll person are know the dabur100 person of dabur65
person kmow the Baidyanathamp Dabur 40 people of HimaniBaidyanath and
Dabur 60 person of ZanduHimaniBaidyanath and Dabur
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2 PREFERRED BRAND
INTERPRETATION-
According to servey60 person are preferred dabur product 15 person are
preferred Baidynath product 15 person are preferred Himani product 10 person
are preferred Zandu
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3SATISFACTION LEVEL
INTERPRETATION-
According to servey100 satisfaction level of dabur product 80 satisfaction level
of Baidynath product 80 satisfaction level of Himani product
60 satisfaction level of Zandu product
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4 REASONS FOR SELECTING A PARTICULAR BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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5HOW DID YOU COME TO KNOW ABOUT THIS BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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6 PREFERRED PACK SIZE
INTERPRETATION-
According to servey50 person are preferred 500gm product 30 person are
preferred 1kg product 20 person are preferred 250gm product
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8 REASON TO SELECT PREFERRED PACK SIZE
INTERPRETATION-
According to servey20 person are select product of itrsquos availability pack size
40 person are select product of itrsquos price pack size 25 person are select
product of itrsquos family pack size 15 person are select product of itrsquos storage
pack size
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9 FREQUENCY OF
PURCHASE
INTERPRETATION-
According to servey30 People are purchase product after one month 55
People are purchase product after two months 15 People are purchase
product after six months
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COMPETITOR ANALYSIS
The key competitorrsquos of Dabur in the Chyawanprash segment are Baidyanath
Zandu and Himani which together with Dabur have about 85 of Indias domestic
market
Dabur is Indias largest Ayurvedic medicine supplier and the fourth largest
producer of FMCG It was established in 1884 and had grown to a business level
in 2003 of about 650 million dollars per year though only a fraction of that is
involved with Ayurvedic medicine Dabur Chyawanprash (herbal honey) has a
market share of 61We have tried to analyse the competition for Dabur in the
Chyawanprash segment as follows
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The Himani Group
It founded in 1974 provides a diverse range of products doing 110 million dollars
of business annually though only a portion is involved with Ayurvedic products
through its Himani line the company is mainly involved with toiletries and
cosmetics but also provides Chyawanprash and other health productsIts market
share is 12
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CONCLUSIONS
The Chyawanprash Industry is yet to capture the beverage market in full swing Packed Chyawanprash
followed by Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts the market The consumerrsquos patriotic love for tea and coffee is unfared
Chyawanprash are yet to establish their supplement use in the average household here in lies the great
opportunities Within the market it is safe to conclude that dabur has hit off ratherwell with the
masses
dabur has clearly lost it head start advantage and thereby acquiring just 35 of the market share while
others enjoys rest of the market share This could be well attributed to dabor successful ATA
(Availability Taste and Affordability) marketing module the attributes most rated by the consumersLack of publicity has hampered the growth progress of the brand so aggressive advertising is needed to
promote Chyawanprash and vatika hair oil brand
The brands such as that of Chyawanprash by vednath Chyawanprash with its lsquosonacahndi lsquoMinute-
madersquo and also US food giantssDel Monte are ready to hit the Chyawanprash market very soon
As the strategies of the companies keeps on changing be it in Chyawanprash industry a company has
to create perceptions and cover them into realities It is an expensive proposition requiring huge
expenditure on advertising sponsorships and media Thus the ideal company will be the one which
combines the high end technology with consumer insight
As 16 of the excise duty is exempted on food products in this budget Many food companies including
Dabur got benefited from it On the analysis of survey it was found that target Market of Chyawanprash
want quality benefit rather then Price benefit so it is better to stress on quality rather than on
decreasing price to increase sales and profit
To increase market share Dabur should give slight price benefit on Dabur brand so that customers of
other Juice brand should switch from other brand to Dabur brand
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Findings
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey100 satisfaction level of dabur product 80 satisfaction level of
Baidynath product 80 satisfaction level of Himani product 60 satisfaction level of
Zandu product
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis According to servey50 person are preferred 500gm
product 30 person are preferred 1kg product 20 person are preferred 250gm
product
According to servey20 person are select product of itrsquos availability pack size 40
person are select product of itrsquos price pack size 25 person are select product of itrsquos
family pack size 15 person are select product of itrsquos storage pack size
According to servey30 People are purchase product after one month 55 People are
purchase product after two months 15 People are purchase product after six months
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LIMITATIONS
No study is free from limitations The limitations of this study can be
Sample size taken is small and may not be sufficient to predict theresults with 100 accuracy
The result is based on primary and secondary data that has itrsquos own limitations
The study only covers the area of Delhi that may not beapplicable to other areas
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RECOMMENDATIONS
Focus on growing core brands across categories
Reaching out to new geographies within Hapur area
Improve operational efficiencies by leveraging technology
Be the preferred company to meet the health and personal grooming needs of
our target consumers with safe efficacious natural solutions by synthesizing the
deep knowledge of ayurveda and herbs with modern science
Provide consumers with innovative products within easy reach
Vatika hair care centre On the lines of Maricorsquos Kaya Skin Clinic Dabur
could start a venture called Vatika hair care centre which would provide total hair
care solutions It could have hair care experts to solve hair problemsServices could
include dandruff treatment straightening of hair treatment for split endsetc
Position Dabur Chyawanprash as not more of a medicine but as something
which is necessary for health
More initiatives like ldquo Dabur ki Deewarrdquo to increase brand visibility It is an
initiative to occupy shelf space
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BIBLIOGRAPHY
Books
Marketing Management Twelfth Edition ndash Philip Kotler amp Kevin Lane Keller
Websites
wwwgooglecom
wwwdaburcom
wwwtutor2unet
wwwbrandchannelcom
The time of india
Forbs magazing
Hinustan time
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YES NO
7Which pack size do you prefer
YES NO
8On what parameters do you choose this pack size
YES NO
9 how do u increase the company position
YES NO
10 how you increase your company position in market agains other company
YES NO
![Page 28: Making by Th Harsh Pandit](https://reader033.vdocuments.mx/reader033/viewer/2022052406/577cd3191a28ab9e7896af7d/html5/thumbnails/28.jpg)
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28
When our Founder Dr S K Burman first established Dabur he had a vision that
saw beyond the profit motive In his words What is that life worth which cannot
bring comfort to others This ideal of a humane and equitable society led to
initiatives taken to give back some part of what Dabur has gained from the
community
Our major initiatives in the Social sector include
Establishment of the Sustainable Development Society or Sundesh in 1993
- a non-profit organisation to promote research and welfare activities in rural
areas
Promoting health and hygiene amongst the underpriviledged through the
Chunni Lal Medical Trust and
Organising the Plant for Life programme for schoolchildren - to create
environmental awareness amongst young minds
Our commitment to Environment
Ancient wisdom of conservation
From times immemorial Indian sages and men of wisdom have understood and
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29
appreciated the value of nature and its conservation Our ancestors recognised
that if we grabbed from nature beyond what was healthy it would lead to all
round degradation and even the extinction of humanity That is why nature was
sanctified and worshipped in the form of gods and goddesses
Dabur upholds the tradition
Today we at Dabur also value natures bounty Without the fruits of nature the
vision of Dabur would never have been fulfilled And that is the reason for our
unfailing commitment to ecological conservation and regeneration We would like
to follow the principles of our ancient texts which say
Dehi me dadami te - you give me and I give you
Back to Nature
Rare herbs and medicinal plants are our most valuable resource from which all
our products are derived Due to overexploitation of these resources and
unsustainable practices these plants and herbs are fast reaching the point of
extinction In view of this critical situation Dabur has initiated some significant
programmes for ecological regeneration and protection of endangered plantsecies
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Plants for Life
We have set up the Plants for Life project in the mountainous regions of the
Himalayas Under the project a high-tech greenhouse facility has been set up for
developing saplings of rare and endangered medicinal plants Fully computer-
controlled and monitored this greenhouse maintains the highly critical
environmental parameters required for their survival We are also developing
quality saplings of more than 20 herbs 8 of them endangered through micro
propagation
In addition satellite nurseries spread across mountain villages and
contract cultivation of medicinal herbs helps in maintaining the ecological
balance These measures have also helped provide local cultivators the scientific
knowledge for harvesting herbs and a steady source of income So that they are
not forced to exploit the environment to earn a livelihood
Living a Green Heritage
These are significant steps that can contribute to a better world for coming
generations To whom we would like to bequeath a world not bereft of nature
But full of flowering and fruit bearing trees animals birds and humans living in
good health and complete harmony
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Kashambi Corporate Office
Corporate Office
Kaushambi
Ghaziabad - 201010
Uttar Pradesh India
Tel
+91 (0120) 3982000 (30 Lines)
+91 (0120) 3001000 (30 Lines)
Registered Office
83 Asaf Ali Road
ew Delhi ndash 110 002
Tel +91 (011) 23253488
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DABUR WORLD WIDE
Daburs mission of popularizing a natural lifestyle transcends national boundaries Today
there is global awareness of alternative medicine nature-based and holistic lifestyles and
an interest in herbal products Dabur has been in the forefront of popularizing this
alternative way of life marketing its products in more than 50 countries all over the
world
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Our products World Wide
We have spread ourselves wide and deep to be in close touch with our overseas
consumers
Offices and representatives in Europe America and Africa
A special herbal health care and personal care range successfully selling in
markets of the Middle East Far East and several European countries
Inroads into European and American markets that have good potential due to
resurgence of the back-to-nature movement
Export of Active Pharmaceutical Ingredients (APIs) manufactured under strict
international quality benchmarks to Europe Latin America Africa and other Asian
countries
Export of food and textile grade natural gums extracted from traditional plant
sources
Partnerships and Production
Strategic partnerships with leading multinational food and health care
companies to introduce innovations in products and services
Manufacturing facilities spread across 3 overseas locations to optimise
production by utilising local resources and the most modern technology available
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OVERVIEW OF FMCG SECTOR IN INDIA
The Indian FMCG sector is
the fourth largest sector
in the economy with a
total market size in excess
of US$ 131 billion It has
a strong MNC presence
and is characterised by a
well-established
distribution network
intense competition
between the organised and
unorganised segments and
low operational cost Availability of key raw materials cheaper labour costs and
presence across the entire value chain gives India a competitive advantageThe FMCG market is set to treble from US$ 116 billion in 2003 to US$ 334
billion in 2015 Penetration level as well as per capita consumption in most
product categories like jams toothpaste skin care hair wash etc in India is low
indicating the untapped market potential Burgeoning Indian population
particularly the middle class and the rural segments presents an opportunity to
makers of branded products to convert consumers to branded products Growth is
also likely to come from consumer upgrading in the matured product categories
With 200 million people expected to shift to processed and packaged food by
2010 India needs around US$ 28 billion of investment in the food-processing
industry
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India is one of the largest emerging markets with a population of over one billion
India is one of the largest economies in the world in terms of purchasing power
and has a strong middle class base of 300 millionAround 70 per cent of the total
households in India (188 million) resides in the rural areas The total number of
rural households are expected to rise from 135 million in 2001-02 to 153 million
in 2009-10 This presents the largest potential market in the world The annual
size of the rural FMCG market was estimated at around US$ 105 billion in 2001-
02 With growing incomes at both the rural and the urban level the market
potential is expected to expand further
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TMarketing Mi
Product Place
Target
Market
Price Promotion
The firm attempts to generate a positive response in the target market by blending
these four marketing mix variables in an optimal manner
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A Summary Table of the Marketing Mix
The following table summarizes the marketing mix decisions including a list of
some of the aspects of each of the 4Ps
Summary of Marketing Mix Decisions
Product Price Place Promotion
Functionality
Appearance
Quality
Packaging
Brand
Warranty
ServiceSuppor
t
List price
Discounts
Allowances
Financing
Leasing
options
Channel members
Channel
motivation
Market coverage
Locations
Logistics
Service levels
Advertising
Personal
selling
Public
relations
Message
Media
Budget
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39
DABUR FOODS SELLING PROCESS
Dabur food process of selling starts from stockiest
CampFA dose not have any process to play in the process of selling of dabur
foods products They are just Clearing amp Forwarding Agents they store the
manufacturing products and then supply it to stockiest
Stockiest pay the money to dabur foods through demand draft
Stockiest further sells the products to retailers
Retailer finally sells the products to consumers
MARKETING HOW DABUR FOODS IS USING MIX
Product
Appearance Dabur tries to make its products appear very attractive
Quality Quality of the product is really unmatchable as it is tested number of
times and its products are processed using very advanced machinery and
technology
Packaging Dabur products packaging is done in such a way that its juices does
not get expired before 6 months inspite of perishable products
Brand Dabur itself is a very reputed and well known brand in the market and its
Real juice is also known all over India
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40
Warranty Dabur as such does not gives any warranty but if there is any problem
in its products before expiry then they replace the product
ServiceSupport Dabur foods provide full support to its stockiest retailers and
consumers what so ever the problem is
Price
List price Dabur decide its price according to its competitors and the price
structure is different for retailers and stockiest
Discounts There are different discounts for retailers stockiest and consumer from
time to time
Allowances Special allowances are gicen to stockiest sales man if he acives his
targets
Place
Channel members Channel members or business partners of dabur are its
stockiest retailers
Channel motivation Channel motivation for dabur is pull and push strategy
Market coverage Dabur Foods has a distribution network that covers 175 towns
and 75 thousand retail outlets making its product available to the consumers across
the country at ease
Locations Dabur foods try to cover or tries to place its products in each and every
shop and every location
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41
Promotion
Advertising Dabur products are advertised through television newspapers
magazine etc
Personal selling Dabur hardly do any personal selling except in tent shows and
road shows Same for less amp more for same
Media Media of promotion is TV Radio newspapers magazine
Budget Budget is Decided by finance team for different strategic business unit
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Critique of selling
In theory the purpose of selling is to help a customer realize his or her goals in an
economic fashion However in reality this is not always the case Customers can be influenced to purchase a product or service that initially was not of interest to
them Some salespeople are trained in the art of selling customers things they dont
need
Take for example the purchasing of a car a consumer may have a set of cars in
mind (called an evoked set) that she feels match her needs wants and budget She
may seek the advice of a salesperson given that a salesperson can help her realize
the right car given those criteria This can be a socially useful function salespeople
have specialized knowledge of products that can help consumers make an informed
decision However a salesperson may also talk a consumer into purchasing a more
expensive or perhaps larger car then she needs or can afford In this context the
salesperson may have usefully helped the customer re-evaluate her needs thereby
establishing a new set of appropriate choices among which included the newer orlarge car This again would be a helpful and useful service provided by the
salesperson However it is sometimes the case that customers purchase a product
or service that was not initially intended and remains an inappropriate purchase
after the fact On the other hand the consumer in this scenario can be held partially
responsible for the inappropriate purchase indeed A fool and his money are soon
parted (PT Barnum English proverbs)
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43
This dysfunctional behavior is encouraged by
Incentives of salespeople to increase their total number of sales especially where
retailers keep track of sales or offer commission-based salaries
Incentives from the manufactures of products or the companies of service
providers to salespeople to sell their products where other similar products
offered by competitors are offered
The incentive to sell a customer a product that is in need of being cleared
out despite the fact that a customer may be better to wait for the new
product
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44
Channel Of Distributions
Manufacturing Plant
Clearing and forwarding agent (different regions)
Stockist A Stockist B Stockist C
Retailers Retailers Retailers Retailers Retailers Retailers
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45
CONSUMERS
The above diagram it shows channel of distribution of dabur foods here first the products are manufactured and from Manufacturing plants the packed goods are
supplied to Clearing And Forwarding Agents(CampFA) and from here the goods are
then further supplied to number of Stockiest or Distributors from here goods
reaches to large number of Retailers and it is the duty of Stockiest to take orders
from retailers and then supply the goods to them this work is generally done by
stockiest salesman through ready stock or by taking orders first and then placing
the order From here the goods finally reaches to Customers Customer purchases
the product from retailers
This was the basic Channel of Distribution used by Dabur Foods now I will throw
light on each channel of distribution of Dabur Foods
Supply Chain Management
Supply chain management starts before physical distribution it involves procuring
the right inputs (raw materials components and capital equipment) converting
them into finished products and dispatching them to the final destinations The
supply chain perspective can help identify superior suppliers and distributors and
help them improve productivity which ultimately brings down the companyrsquos
costs
A broader view sees a company at the center of a value network that
includes its suppliers its immediate customers and their end customers The value
network includes valued relations with others such as university researchers
government approval agencies and so on
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MANUFACTURING PLANT
Dabur Foods has Number of products in its product line but its main area of
interest or the product on which they concentrate the most is Real Juice amp Coolers
Dabur has its manufacturing plant at Nepal and at Jaipur where juice is
manufactured and tested
PROCUREMENT amp TRANSPORT
Getting the raw material and packaging material requirement from the
production unit in charge
Constant updates on the procurement of materials and transport details
Production details and ingredient content information from the different personnel and coordinating this activity
PACKAGING
Approval and coordination of the supply of packaging material to the
production unit
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47
CLEARING AND FORWARDING AGENTA (CampFA)
From manufacturing plant the stock is transported or supplied to clearing
and forwarding agents
Clearing and Forwarding Agents is a third party and Dabur gives contract to
them so company has nothing to do in building the relationship with them
Here CampFA keep or stock the goods with them
They charge dabur for stocking the good and even dabur donrsquot mind doing
so as it is a measure of cost cutting as well as there is no need for gowdowns
and maintenance
For Ghazizbad Meerut Delhi NCR there is one CampFA whish is situated in
Mohan Nagar here all goods which dabur foods hare kept here
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48
STOCKIEST OR DISTRIBUTORS
Stockiest store the products in their godowns CampFA supplies the goods to
them as per their order
Stockiest has some sales men working under him they are known as
stockiest sales man Their work is to place the products in the market and
take order from retailers and then supply goods to them
Sales man either take ready stock with them or they first take orders and
then supply goods later on
There is a beat which is a schedule route of sales man means sales man has
to daily cover the route as mention in the beat
Merchandising making products visible pasting posters putting banners
and seeing that goods are properly placed in the retail outlets is also the duty
of stockiest sales man
Companiesrsquo sales officer keeps a check on the stockiest and monthly report
is also prepared which is further analyzed by ASM amp ZSM
In Noida Dabur has 1 stockist and in Ghaziabad 1
RETAILERS
Retailers are backbone of the company as they are the one who can take the
product on new heights or can bring it down to toes
Stockiest supplies goods to retailers and tries Persuading retailers to give the
brand special displays (using merchandising tools) to get affective brand
presence and arranging it in more noticeable manner
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49
Classification of outlets in different type of markets is different according to
their sales volume
TYPES OF RETAILS OUTLETS
Class Average Monthly Business
A Above 10000
B 5000-10000
C Upto 5000
Margin of retailers is always higher than stockiest
Retailers are the one who have direct contact with the customers
Dabur Foods has a distribution network that covers 175 towns and 75
thousand retail outlets making its product available to the consumers across
the country at ease
TYPES OF RETAIL MARKET
The retail market can be classified on the basis of magnitude of retail
SCATTERED MARKET
Lesser no of outlets and
Extensive outlets
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50
BLOCK MARKET
Large no of retail outlets in chunk
SUPER MARKET
Through their superior information logistical systems and buying power deliver
good service and immense volumes of products at attractive prices
CHAIN OUTLETS
Having more than one key outlet all across with a single control unit and central
purchasing strategy
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51
M PRODUCT LINE
Foods
Real
Real Activ
Hommade
Lemoneez
Capsico
Health Care
Baby Care
Dabur Lal Tail
Dabur Baby Olive Oil
Dabur Janma Ghunti
Health Supplements
Dabur Chyawanprash Dabur Glucose D
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Digestives
Hajmola Yumstick
Hajmola Mast Masala
Anardana
Hajmola
Hajmola Candy
Hajmola Candy Fun2
Pudin Hara (Liquid and Pearls)
Pudin Hara G
Dabur Hingoli
Natural Cures
Shilajit Gold
Nature Care Sat Isabgol
Shilajit
Ring Ring
Itch Care
Backaid
Shankha Pushpi Dabur Balm
Sarbyna Strong
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53
Personal Care
Hair Care Oil
Amla Hair Oil
Amla Lite Hair Oil
Vatika Hair Oil
Anmol Sarson Amla
Hair Care Shampoo
Anmol Silky Black Shampoo
Vatika Henna Conditioning Shampoo
Vatika AntiDandruff Shampoo
Anmol Natural Shine Shampoo
Oral Care
Dabur Red Gel
Dabur Red Toothpaste
Babool Toothpaste
Dabur Lal Dant Manjan
Dabur Binaca
Toothbrush
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55
Dabur Amongst Top Three Most
Respected FMCG Companies
Dabur Real Bags Gold In Readers
Digest Trusted Brand Awards
Dabur Figures In Top Great PlaceTo Work 2006 List
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56
Dabur has been ranked
amongst Indias Most
Innovative Companies by
a Business Today-Monitor
Group survey
Hajmola has been ranked
34th in Indiarsquos 100 Most
Valuable Brands list
Hajmola one of the
strongest brands in
Daburs portfolio
has been listed
among the Top 18
Iconic Brands in
India that have
stood the test oftime
Dabur Indiarsquos fruit juice
brand Reacuteal awarded the
Three Dabur brands --
Hajmola Dabur Amla and
Hajmola moves up
11 spots to take the
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57
Readerrsquos Digest Gold
Trusted Brand Award
2008 in the food amp
beverages category
Vatika -- have debuted in
the Economic Times
Brand Equitys Most
Trusted Brands 2008 list
Besides Dabur Foods has
climbed up to take the
40th spot
34th position
among Indias Top
100 Most Valuable
Brands of 2008
released by 4Ps and
ICMR
Dabur India Ltd has been ranked 28th in the list of Indias Top 50 Most
valuable (Company) Brands by Brand Finance
newu was voted the Most
Admired New Retail
Launch of the year at
Images Retail Awards
Dabur India CEO Mr
Sunil Duggal was named
Best Corporate Leader of
2008 at the BampE
Leadership and Excellence
Dabur India Ltd
was ranked the
Business Leader in
the FMCG -
Personal Care
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58
Awards Category at the
NDTV Profit
Business
Leadership Award
2008
Dabur India Ltd CEO Mr
Sunil Duggal has been
ranked among Indias
Most valueable CEOs by
Business World
Dabur India Ltd has been listed among the Super
100 of India Inc prepared by Business India
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Dedicated to the health and well being of every household
This is our company We accept personal responsibility and accountability to meet business needs
We all are leaders in our area of responsibility with a deep commitment to deliver results We are determined to be the best at doing what matters most
People are our most important asset We add value through result driven training and we encourage amp reward excellence
We have superior understanding of consumer needs and develop products to fulfill them better
We work together on the principle of mutual trust amp transparency in a boundary-less organisation We are intellectually honest in advocating proposals includingrecognizing risks
Continuous innovation in products amp processes is the basis of our success
We are committed to the achievement of business success with integrity We are honest with consumers with business partners and with each other
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60
INTRODUCTION OF DABUR CHYWANPRASH
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Dabur Chyawanprash the trusted name for your entire familys health
Dabur Chyawanprash has anti-oxidant properties amp strengthens your bodysinternal defense mechanism the immune system thereby protecting you fromeveryday infections cough cold amp stress etc
At a time when flu and viruses are everywhere your immunity system provides the best prevention from these deadly diseases Chyawanprash a time-tested age-
old formulation has a number of herbs like Amla known to be one of the bestantioxidants Giloy (Guduchi) known to have immuno modulatory properties andhas more than 40 other natural ingredients to boost immunity
Dabur Chyawanprash The Health Giver
Derived from 2500-year-old Ayurvedic formula
Totally chemical-free natural and safe Powerful combination of herbs and plant extracts in a
base of Amla fruit pulp Refined by Dabur to provide traditional goodness with best quality
Reinforces the immune system amp helps fight disease Trusted health provider of a majority of Indian households
Usage
Dabur Chyawanprash has a tangy sweet-sour taste and the consistency of jamIt can be taken directly or with milk and as bread spread In all cases itstherapeutic properties remain stable and active In winters have a glass ofwarm milk after having Chyawanprash In summers have a glass of cold milkafter having Chyawanprash
Dose
1-2 teaspoonful
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STP ANALYSIS OF DABUR CHYAWANPRASH
SEGMENTATION
Dabur Chyawanprash is the market leader in the Chyawanprash segment It
comes under the category of health supplements The segments that it considers
are growing kids competitive youth ever busy housewives and the aged
For the growing kids In todays competitive environment the children are under
high pressure to excel
For the competitive youth Modern life keeps the youth busy and demands them
to be active and efficient
For ever-busy housewives The homemaker needs to be fit in order to shoulder
all responsibilities
For the aged Old age weakens a person physically and mentally
After segmenting the population into these categories it aims to keep them fit
and healthy
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TARGETING
Traditionally chyawanprash was supposed to be a health supplement for the
aged and kids Dabur Chyawanprash (DCP) is now targeting adults housewives
youth and kids This it is trying to achieve through its promotion activities by
making Amitabh Bacchan and Vivek Oberoi do the endorsement act Amitabh
has been projected as a user of Chyawanprash attempting to establish the
relevance of DCP amongst the adults in todayrsquos demanding lifestyle Vivek who
represents an urban ambitious non-user with a mindset that Chyawanprash is not
for him meets his moment of truth when outperformed by a young
Chyawanprash user thus reaching out to kids His final conversion from a non-
user to a Chyawanprash user connects with the Youth These two ads compliment
each other and connect very well with the targeted consumers
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POSITIONING
Andar se strongrdquo Dabur chyawanprash has the tag line Andar se strongrdquo By
using a natural language instead of scientific language it is able to connect with
the consumers and is able to achieve a better positioning in the minds of the
Indian health conscious consumer A category like Chyawanprash for instance
needs to understand that in employing the category language it loses any chance
of expressing its own benefit distinctively
Holistic Health benefit of Ayurveda Dabur Chyawanprash helps in stimulating
immune system relieving stress improving stamina fighting aging through anti-
oxidant property improving lung function fighting respiratory infections amp
building resistance to disease The brand conveys this health conscious holistic
view of the product
Brand Trust Over 100 years of Daburrsquos experience in Ayurveda ensures selection
processing and quality control of right herbs along with scientific and clinical
studies ndash makes DCP a trustworthy offering for consumers Consumers view DCP
as a product by a trusted brand and therefore do not need to think twice beforemaking a purchasing decisio
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65
MARKETING MIX OF DABUR CHYAWANPRASH
Dabur Chyawanprash is the market leader in the chyawanprash segment and has
achieved this with its innovative product offering pricing strategy easy
availability and promotion campaigns In the marketing mix of Dabur we shall be
discussing the 4 Ps of marketing mix with respect to Dabur Chyawanprash The
mix shall be analyzed as followed
Product
Price
Place
Promotion
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Product Price Promotion Place
bull Product
Variety
bull Quality
bull Design
bull Features
bull Brand
Names
bull Services
bull List Price
bull Discount
bull Financing
Schemes
bull Credit Terms
bull Advertising amp
Promotion
bull Public Relations
bull Sponsorships
bull Internet
Marketing
bull Channels
bull Location
bull Inventory
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67
PRODUCT
Dabur Chyawanprash is the leader in the Chyawanprash category
and enjoys a market share of 61 per cent In 50s Dabur pioneered the
concept of branded Chyawanprash and since has invested heavily in
product development clinical studies and consumer awareness The
product is essentially a health supplement
Known as the ldquoelixir of liferdquo Chyawanprash has (clinically) proven benefits in
maintaining smooth body functioning The principal ingredient Amla (Indian
Gooseberry) acts as an anti-oxidant and immuno-stimulant Dabur Chyawanprash
helps in stimulating immune system relieving stress improving stamina fighting
aging through anti-oxidant property improving lung function fighting respiratory
infections amp building resistance to disease It is these properties that make Dabur
Chyawanprash a preferred choice for its users
Ingredients of Dabur Chyawanprash
Vishwast Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts
Special Vishwast fortified with additional health beneficial herbs like
Keshar Akarkara etc
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Packaging
n
The figure above shows the evolution of the packaging of Dabur Chyawanprash
Dabur continuously innovates the package and branding of its chayawanprash It
launched Dabur Chyawanprash first in 1949 in a tin pack and it was the first
branded Chyawanprash in India Later Dabur came out with its new packet of
Chyawanprash with Amitabh Bachchan as their brand ambassador It also
received ldquoBrand Relaunch of the Year ldquoaward from IMA
Available in
Dabur Chyawanprash is available in three sizes to cater to the needs of different
types of people
1 One kilogram pack
2 500 gram pack
3 250 gram pack
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PRICE
The pricing of Dabur chyawanprash is very competitive Dabur chyawanprash uses
second degree price discrimination ie more the quantity lower the price
1kg Rs19500
500gms Rs11000
250gms Rs 6200
PRICEQUALITY MATRIX
Pricerarr
Quality
darr
High Middle Low
High
Luxury
Segment
Ideal For
Penetration
DABUR
CHYAWANPRASH
Premiere
Offering
Middle
Overpriced Average Real
Bargain
Low
Make The Sale
and Run
Unhappy
Customers
Cheap
Goods
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70
PLACE
Dabur has a very wide distribution of its products through 16 million retail outlets
and 50 C amp F agents all over India who distribute products to the retailers Adistribution of C amp F agents and manufacturing locations is given below
Daburrsquos distribution network extends beyond India in the following countries as
well
Distribution Network
Central North amp South America
Australia
Asia
Middle East
North amp South Africa
East amp West Europe
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PROMOTION
The main form of promotional activities of Dabur chyawanprash are concentrated
towards advertising and it has neglible sales promotional activities
Advertising
Nothing can happen without establishing the brandrsquos heritage emphasizing
technological prowess explaining benefits and building bonds with prospective
buyers Ads are necessary because the images are still mouldable and fluid and
the consumerrsquos sophistication level is low Dabur chyawanprash is advertised on
print media as well as on television
The company has launched two ads one each with Amitabh and Vivek in
national electronic media followed by a series of print media campaign directed
towards creating awareness to educate people about the holistic benefits of
ChyawanprashThe ads have been created by McCann Ericsson and the company
would be spending close to Rs 10 crore in promotional campaign this year The
ads would also be translated in Bengali These advertisements are supposed to
target the old and the younger generation respectively
Thecompany has launched a new ad with MS Dhoni who is leader of Indian
cricket team
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SWOT ANALYSIS OF DABUR
STRENGTHS
Strong presence in well defined
niches( like value added Hair Oil and
Ayurveda specialities)
Core knowledge of Ayurveda as
competitive advantage
Strong Brand Image
Product Development Strength
Strong Distribution Network
Extensive Supply Chain
IT Initiatives
R amp D ndash a key strength
WEAKNESS
Seasonal Demand( like
chyawanprash in winter and Vatika not
in winter)
Low Penetration(Chyawanprash)
High price(Vatika)
Limited differentiation (Vatika)
Unbranded players account for
the 23rd of the total market(Vatika)
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73
OPPORTUNITIES
Untapped
Market(Chyawanprash)
Market Development
Export opportunities
Innovation
Increasing income level of the
middle class Creating additional consumption
pattern
THREATS
Existing Competition( like
Himani baidyanath and Zandu for
Dabur Chyawanprash and MaricoKeo
Karpin HLL and Bajaj for Vatika Hair Oil)
New Entrants
Threat from substitutes (like
Bryllcream for Vatika hair oil)
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74
OBJECTIVE OF THE STUDY
The major objective of the survey is to collect the data from outlets in the
specified areas where cold drinks are to be sold
To make an assessment of availability of several brands of dabur in
different packs and size in the specified areas
To make an assessment of market presence program of the dabur
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75
Research Methodology
Data collection
Sample unit
1) working people (including men amp women) amp housewife
2) college students
3) school students
4) senior citizens
5) Retailer
Sample size
1 working people amp housewife 30
2 college students 25
3 school students 20
4 senior citizens 15
5 Retailer 10
Sampling techniques
Judgmental sampling techniques used
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76
Sampling region
Sampling region will be DELHI in rural area
Data collection method
1 Primary data It will be collected with the help of a self administered
questionnaire
2 Secondary data it will be collected with the help of books research
papers magazines news papers journals internet etc
3
Research instruments
Questionnaire design
As the questionnaire is self administrated one the survey will be simple and user
friendly Words used in questionnaire will be readily understandable to all
respondent Also technical jargons will be avoided to ensure that there is no
confusion for respondents
Data Analysis - Data analysis will be done with the help of MS Excel and SPSS
Software
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DATA ANALYSIS
DABUR CHYAWANPRASH
1 AWARNESS LEVEL
I
NTERPRETATION-
According to serveyAll person are know the dabur100 person of dabur65
person kmow the Baidyanathamp Dabur 40 people of HimaniBaidyanath and
Dabur 60 person of ZanduHimaniBaidyanath and Dabur
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2 PREFERRED BRAND
INTERPRETATION-
According to servey60 person are preferred dabur product 15 person are
preferred Baidynath product 15 person are preferred Himani product 10 person
are preferred Zandu
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3SATISFACTION LEVEL
INTERPRETATION-
According to servey100 satisfaction level of dabur product 80 satisfaction level
of Baidynath product 80 satisfaction level of Himani product
60 satisfaction level of Zandu product
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80
4 REASONS FOR SELECTING A PARTICULAR BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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81
5HOW DID YOU COME TO KNOW ABOUT THIS BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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82
6 PREFERRED PACK SIZE
INTERPRETATION-
According to servey50 person are preferred 500gm product 30 person are
preferred 1kg product 20 person are preferred 250gm product
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8 REASON TO SELECT PREFERRED PACK SIZE
INTERPRETATION-
According to servey20 person are select product of itrsquos availability pack size
40 person are select product of itrsquos price pack size 25 person are select
product of itrsquos family pack size 15 person are select product of itrsquos storage
pack size
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9 FREQUENCY OF
PURCHASE
INTERPRETATION-
According to servey30 People are purchase product after one month 55
People are purchase product after two months 15 People are purchase
product after six months
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COMPETITOR ANALYSIS
The key competitorrsquos of Dabur in the Chyawanprash segment are Baidyanath
Zandu and Himani which together with Dabur have about 85 of Indias domestic
market
Dabur is Indias largest Ayurvedic medicine supplier and the fourth largest
producer of FMCG It was established in 1884 and had grown to a business level
in 2003 of about 650 million dollars per year though only a fraction of that is
involved with Ayurvedic medicine Dabur Chyawanprash (herbal honey) has a
market share of 61We have tried to analyse the competition for Dabur in the
Chyawanprash segment as follows
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The Himani Group
It founded in 1974 provides a diverse range of products doing 110 million dollars
of business annually though only a portion is involved with Ayurvedic products
through its Himani line the company is mainly involved with toiletries and
cosmetics but also provides Chyawanprash and other health productsIts market
share is 12
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CONCLUSIONS
The Chyawanprash Industry is yet to capture the beverage market in full swing Packed Chyawanprash
followed by Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts the market The consumerrsquos patriotic love for tea and coffee is unfared
Chyawanprash are yet to establish their supplement use in the average household here in lies the great
opportunities Within the market it is safe to conclude that dabur has hit off ratherwell with the
masses
dabur has clearly lost it head start advantage and thereby acquiring just 35 of the market share while
others enjoys rest of the market share This could be well attributed to dabor successful ATA
(Availability Taste and Affordability) marketing module the attributes most rated by the consumersLack of publicity has hampered the growth progress of the brand so aggressive advertising is needed to
promote Chyawanprash and vatika hair oil brand
The brands such as that of Chyawanprash by vednath Chyawanprash with its lsquosonacahndi lsquoMinute-
madersquo and also US food giantssDel Monte are ready to hit the Chyawanprash market very soon
As the strategies of the companies keeps on changing be it in Chyawanprash industry a company has
to create perceptions and cover them into realities It is an expensive proposition requiring huge
expenditure on advertising sponsorships and media Thus the ideal company will be the one which
combines the high end technology with consumer insight
As 16 of the excise duty is exempted on food products in this budget Many food companies including
Dabur got benefited from it On the analysis of survey it was found that target Market of Chyawanprash
want quality benefit rather then Price benefit so it is better to stress on quality rather than on
decreasing price to increase sales and profit
To increase market share Dabur should give slight price benefit on Dabur brand so that customers of
other Juice brand should switch from other brand to Dabur brand
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89
Findings
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey100 satisfaction level of dabur product 80 satisfaction level of
Baidynath product 80 satisfaction level of Himani product 60 satisfaction level of
Zandu product
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis According to servey50 person are preferred 500gm
product 30 person are preferred 1kg product 20 person are preferred 250gm
product
According to servey20 person are select product of itrsquos availability pack size 40
person are select product of itrsquos price pack size 25 person are select product of itrsquos
family pack size 15 person are select product of itrsquos storage pack size
According to servey30 People are purchase product after one month 55 People are
purchase product after two months 15 People are purchase product after six months
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LIMITATIONS
No study is free from limitations The limitations of this study can be
Sample size taken is small and may not be sufficient to predict theresults with 100 accuracy
The result is based on primary and secondary data that has itrsquos own limitations
The study only covers the area of Delhi that may not beapplicable to other areas
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RECOMMENDATIONS
Focus on growing core brands across categories
Reaching out to new geographies within Hapur area
Improve operational efficiencies by leveraging technology
Be the preferred company to meet the health and personal grooming needs of
our target consumers with safe efficacious natural solutions by synthesizing the
deep knowledge of ayurveda and herbs with modern science
Provide consumers with innovative products within easy reach
Vatika hair care centre On the lines of Maricorsquos Kaya Skin Clinic Dabur
could start a venture called Vatika hair care centre which would provide total hair
care solutions It could have hair care experts to solve hair problemsServices could
include dandruff treatment straightening of hair treatment for split endsetc
Position Dabur Chyawanprash as not more of a medicine but as something
which is necessary for health
More initiatives like ldquo Dabur ki Deewarrdquo to increase brand visibility It is an
initiative to occupy shelf space
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92
BIBLIOGRAPHY
Books
Marketing Management Twelfth Edition ndash Philip Kotler amp Kevin Lane Keller
Websites
wwwgooglecom
wwwdaburcom
wwwtutor2unet
wwwbrandchannelcom
The time of india
Forbs magazing
Hinustan time
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YES NO
7Which pack size do you prefer
YES NO
8On what parameters do you choose this pack size
YES NO
9 how do u increase the company position
YES NO
10 how you increase your company position in market agains other company
YES NO
![Page 29: Making by Th Harsh Pandit](https://reader033.vdocuments.mx/reader033/viewer/2022052406/577cd3191a28ab9e7896af7d/html5/thumbnails/29.jpg)
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29
appreciated the value of nature and its conservation Our ancestors recognised
that if we grabbed from nature beyond what was healthy it would lead to all
round degradation and even the extinction of humanity That is why nature was
sanctified and worshipped in the form of gods and goddesses
Dabur upholds the tradition
Today we at Dabur also value natures bounty Without the fruits of nature the
vision of Dabur would never have been fulfilled And that is the reason for our
unfailing commitment to ecological conservation and regeneration We would like
to follow the principles of our ancient texts which say
Dehi me dadami te - you give me and I give you
Back to Nature
Rare herbs and medicinal plants are our most valuable resource from which all
our products are derived Due to overexploitation of these resources and
unsustainable practices these plants and herbs are fast reaching the point of
extinction In view of this critical situation Dabur has initiated some significant
programmes for ecological regeneration and protection of endangered plantsecies
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30
Plants for Life
We have set up the Plants for Life project in the mountainous regions of the
Himalayas Under the project a high-tech greenhouse facility has been set up for
developing saplings of rare and endangered medicinal plants Fully computer-
controlled and monitored this greenhouse maintains the highly critical
environmental parameters required for their survival We are also developing
quality saplings of more than 20 herbs 8 of them endangered through micro
propagation
In addition satellite nurseries spread across mountain villages and
contract cultivation of medicinal herbs helps in maintaining the ecological
balance These measures have also helped provide local cultivators the scientific
knowledge for harvesting herbs and a steady source of income So that they are
not forced to exploit the environment to earn a livelihood
Living a Green Heritage
These are significant steps that can contribute to a better world for coming
generations To whom we would like to bequeath a world not bereft of nature
But full of flowering and fruit bearing trees animals birds and humans living in
good health and complete harmony
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31
Kashambi Corporate Office
Corporate Office
Kaushambi
Ghaziabad - 201010
Uttar Pradesh India
Tel
+91 (0120) 3982000 (30 Lines)
+91 (0120) 3001000 (30 Lines)
Registered Office
83 Asaf Ali Road
ew Delhi ndash 110 002
Tel +91 (011) 23253488
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33
DABUR WORLD WIDE
Daburs mission of popularizing a natural lifestyle transcends national boundaries Today
there is global awareness of alternative medicine nature-based and holistic lifestyles and
an interest in herbal products Dabur has been in the forefront of popularizing this
alternative way of life marketing its products in more than 50 countries all over the
world
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34
Our products World Wide
We have spread ourselves wide and deep to be in close touch with our overseas
consumers
Offices and representatives in Europe America and Africa
A special herbal health care and personal care range successfully selling in
markets of the Middle East Far East and several European countries
Inroads into European and American markets that have good potential due to
resurgence of the back-to-nature movement
Export of Active Pharmaceutical Ingredients (APIs) manufactured under strict
international quality benchmarks to Europe Latin America Africa and other Asian
countries
Export of food and textile grade natural gums extracted from traditional plant
sources
Partnerships and Production
Strategic partnerships with leading multinational food and health care
companies to introduce innovations in products and services
Manufacturing facilities spread across 3 overseas locations to optimise
production by utilising local resources and the most modern technology available
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35
OVERVIEW OF FMCG SECTOR IN INDIA
The Indian FMCG sector is
the fourth largest sector
in the economy with a
total market size in excess
of US$ 131 billion It has
a strong MNC presence
and is characterised by a
well-established
distribution network
intense competition
between the organised and
unorganised segments and
low operational cost Availability of key raw materials cheaper labour costs and
presence across the entire value chain gives India a competitive advantageThe FMCG market is set to treble from US$ 116 billion in 2003 to US$ 334
billion in 2015 Penetration level as well as per capita consumption in most
product categories like jams toothpaste skin care hair wash etc in India is low
indicating the untapped market potential Burgeoning Indian population
particularly the middle class and the rural segments presents an opportunity to
makers of branded products to convert consumers to branded products Growth is
also likely to come from consumer upgrading in the matured product categories
With 200 million people expected to shift to processed and packaged food by
2010 India needs around US$ 28 billion of investment in the food-processing
industry
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India is one of the largest emerging markets with a population of over one billion
India is one of the largest economies in the world in terms of purchasing power
and has a strong middle class base of 300 millionAround 70 per cent of the total
households in India (188 million) resides in the rural areas The total number of
rural households are expected to rise from 135 million in 2001-02 to 153 million
in 2009-10 This presents the largest potential market in the world The annual
size of the rural FMCG market was estimated at around US$ 105 billion in 2001-
02 With growing incomes at both the rural and the urban level the market
potential is expected to expand further
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TMarketing Mi
Product Place
Target
Market
Price Promotion
The firm attempts to generate a positive response in the target market by blending
these four marketing mix variables in an optimal manner
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38
A Summary Table of the Marketing Mix
The following table summarizes the marketing mix decisions including a list of
some of the aspects of each of the 4Ps
Summary of Marketing Mix Decisions
Product Price Place Promotion
Functionality
Appearance
Quality
Packaging
Brand
Warranty
ServiceSuppor
t
List price
Discounts
Allowances
Financing
Leasing
options
Channel members
Channel
motivation
Market coverage
Locations
Logistics
Service levels
Advertising
Personal
selling
Public
relations
Message
Media
Budget
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DABUR FOODS SELLING PROCESS
Dabur food process of selling starts from stockiest
CampFA dose not have any process to play in the process of selling of dabur
foods products They are just Clearing amp Forwarding Agents they store the
manufacturing products and then supply it to stockiest
Stockiest pay the money to dabur foods through demand draft
Stockiest further sells the products to retailers
Retailer finally sells the products to consumers
MARKETING HOW DABUR FOODS IS USING MIX
Product
Appearance Dabur tries to make its products appear very attractive
Quality Quality of the product is really unmatchable as it is tested number of
times and its products are processed using very advanced machinery and
technology
Packaging Dabur products packaging is done in such a way that its juices does
not get expired before 6 months inspite of perishable products
Brand Dabur itself is a very reputed and well known brand in the market and its
Real juice is also known all over India
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40
Warranty Dabur as such does not gives any warranty but if there is any problem
in its products before expiry then they replace the product
ServiceSupport Dabur foods provide full support to its stockiest retailers and
consumers what so ever the problem is
Price
List price Dabur decide its price according to its competitors and the price
structure is different for retailers and stockiest
Discounts There are different discounts for retailers stockiest and consumer from
time to time
Allowances Special allowances are gicen to stockiest sales man if he acives his
targets
Place
Channel members Channel members or business partners of dabur are its
stockiest retailers
Channel motivation Channel motivation for dabur is pull and push strategy
Market coverage Dabur Foods has a distribution network that covers 175 towns
and 75 thousand retail outlets making its product available to the consumers across
the country at ease
Locations Dabur foods try to cover or tries to place its products in each and every
shop and every location
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Promotion
Advertising Dabur products are advertised through television newspapers
magazine etc
Personal selling Dabur hardly do any personal selling except in tent shows and
road shows Same for less amp more for same
Media Media of promotion is TV Radio newspapers magazine
Budget Budget is Decided by finance team for different strategic business unit
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Critique of selling
In theory the purpose of selling is to help a customer realize his or her goals in an
economic fashion However in reality this is not always the case Customers can be influenced to purchase a product or service that initially was not of interest to
them Some salespeople are trained in the art of selling customers things they dont
need
Take for example the purchasing of a car a consumer may have a set of cars in
mind (called an evoked set) that she feels match her needs wants and budget She
may seek the advice of a salesperson given that a salesperson can help her realize
the right car given those criteria This can be a socially useful function salespeople
have specialized knowledge of products that can help consumers make an informed
decision However a salesperson may also talk a consumer into purchasing a more
expensive or perhaps larger car then she needs or can afford In this context the
salesperson may have usefully helped the customer re-evaluate her needs thereby
establishing a new set of appropriate choices among which included the newer orlarge car This again would be a helpful and useful service provided by the
salesperson However it is sometimes the case that customers purchase a product
or service that was not initially intended and remains an inappropriate purchase
after the fact On the other hand the consumer in this scenario can be held partially
responsible for the inappropriate purchase indeed A fool and his money are soon
parted (PT Barnum English proverbs)
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This dysfunctional behavior is encouraged by
Incentives of salespeople to increase their total number of sales especially where
retailers keep track of sales or offer commission-based salaries
Incentives from the manufactures of products or the companies of service
providers to salespeople to sell their products where other similar products
offered by competitors are offered
The incentive to sell a customer a product that is in need of being cleared
out despite the fact that a customer may be better to wait for the new
product
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Channel Of Distributions
Manufacturing Plant
Clearing and forwarding agent (different regions)
Stockist A Stockist B Stockist C
Retailers Retailers Retailers Retailers Retailers Retailers
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CONSUMERS
The above diagram it shows channel of distribution of dabur foods here first the products are manufactured and from Manufacturing plants the packed goods are
supplied to Clearing And Forwarding Agents(CampFA) and from here the goods are
then further supplied to number of Stockiest or Distributors from here goods
reaches to large number of Retailers and it is the duty of Stockiest to take orders
from retailers and then supply the goods to them this work is generally done by
stockiest salesman through ready stock or by taking orders first and then placing
the order From here the goods finally reaches to Customers Customer purchases
the product from retailers
This was the basic Channel of Distribution used by Dabur Foods now I will throw
light on each channel of distribution of Dabur Foods
Supply Chain Management
Supply chain management starts before physical distribution it involves procuring
the right inputs (raw materials components and capital equipment) converting
them into finished products and dispatching them to the final destinations The
supply chain perspective can help identify superior suppliers and distributors and
help them improve productivity which ultimately brings down the companyrsquos
costs
A broader view sees a company at the center of a value network that
includes its suppliers its immediate customers and their end customers The value
network includes valued relations with others such as university researchers
government approval agencies and so on
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MANUFACTURING PLANT
Dabur Foods has Number of products in its product line but its main area of
interest or the product on which they concentrate the most is Real Juice amp Coolers
Dabur has its manufacturing plant at Nepal and at Jaipur where juice is
manufactured and tested
PROCUREMENT amp TRANSPORT
Getting the raw material and packaging material requirement from the
production unit in charge
Constant updates on the procurement of materials and transport details
Production details and ingredient content information from the different personnel and coordinating this activity
PACKAGING
Approval and coordination of the supply of packaging material to the
production unit
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CLEARING AND FORWARDING AGENTA (CampFA)
From manufacturing plant the stock is transported or supplied to clearing
and forwarding agents
Clearing and Forwarding Agents is a third party and Dabur gives contract to
them so company has nothing to do in building the relationship with them
Here CampFA keep or stock the goods with them
They charge dabur for stocking the good and even dabur donrsquot mind doing
so as it is a measure of cost cutting as well as there is no need for gowdowns
and maintenance
For Ghazizbad Meerut Delhi NCR there is one CampFA whish is situated in
Mohan Nagar here all goods which dabur foods hare kept here
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STOCKIEST OR DISTRIBUTORS
Stockiest store the products in their godowns CampFA supplies the goods to
them as per their order
Stockiest has some sales men working under him they are known as
stockiest sales man Their work is to place the products in the market and
take order from retailers and then supply goods to them
Sales man either take ready stock with them or they first take orders and
then supply goods later on
There is a beat which is a schedule route of sales man means sales man has
to daily cover the route as mention in the beat
Merchandising making products visible pasting posters putting banners
and seeing that goods are properly placed in the retail outlets is also the duty
of stockiest sales man
Companiesrsquo sales officer keeps a check on the stockiest and monthly report
is also prepared which is further analyzed by ASM amp ZSM
In Noida Dabur has 1 stockist and in Ghaziabad 1
RETAILERS
Retailers are backbone of the company as they are the one who can take the
product on new heights or can bring it down to toes
Stockiest supplies goods to retailers and tries Persuading retailers to give the
brand special displays (using merchandising tools) to get affective brand
presence and arranging it in more noticeable manner
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Classification of outlets in different type of markets is different according to
their sales volume
TYPES OF RETAILS OUTLETS
Class Average Monthly Business
A Above 10000
B 5000-10000
C Upto 5000
Margin of retailers is always higher than stockiest
Retailers are the one who have direct contact with the customers
Dabur Foods has a distribution network that covers 175 towns and 75
thousand retail outlets making its product available to the consumers across
the country at ease
TYPES OF RETAIL MARKET
The retail market can be classified on the basis of magnitude of retail
SCATTERED MARKET
Lesser no of outlets and
Extensive outlets
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50
BLOCK MARKET
Large no of retail outlets in chunk
SUPER MARKET
Through their superior information logistical systems and buying power deliver
good service and immense volumes of products at attractive prices
CHAIN OUTLETS
Having more than one key outlet all across with a single control unit and central
purchasing strategy
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M PRODUCT LINE
Foods
Real
Real Activ
Hommade
Lemoneez
Capsico
Health Care
Baby Care
Dabur Lal Tail
Dabur Baby Olive Oil
Dabur Janma Ghunti
Health Supplements
Dabur Chyawanprash Dabur Glucose D
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52
Digestives
Hajmola Yumstick
Hajmola Mast Masala
Anardana
Hajmola
Hajmola Candy
Hajmola Candy Fun2
Pudin Hara (Liquid and Pearls)
Pudin Hara G
Dabur Hingoli
Natural Cures
Shilajit Gold
Nature Care Sat Isabgol
Shilajit
Ring Ring
Itch Care
Backaid
Shankha Pushpi Dabur Balm
Sarbyna Strong
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Personal Care
Hair Care Oil
Amla Hair Oil
Amla Lite Hair Oil
Vatika Hair Oil
Anmol Sarson Amla
Hair Care Shampoo
Anmol Silky Black Shampoo
Vatika Henna Conditioning Shampoo
Vatika AntiDandruff Shampoo
Anmol Natural Shine Shampoo
Oral Care
Dabur Red Gel
Dabur Red Toothpaste
Babool Toothpaste
Dabur Lal Dant Manjan
Dabur Binaca
Toothbrush
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Dabur Amongst Top Three Most
Respected FMCG Companies
Dabur Real Bags Gold In Readers
Digest Trusted Brand Awards
Dabur Figures In Top Great PlaceTo Work 2006 List
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56
Dabur has been ranked
amongst Indias Most
Innovative Companies by
a Business Today-Monitor
Group survey
Hajmola has been ranked
34th in Indiarsquos 100 Most
Valuable Brands list
Hajmola one of the
strongest brands in
Daburs portfolio
has been listed
among the Top 18
Iconic Brands in
India that have
stood the test oftime
Dabur Indiarsquos fruit juice
brand Reacuteal awarded the
Three Dabur brands --
Hajmola Dabur Amla and
Hajmola moves up
11 spots to take the
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Readerrsquos Digest Gold
Trusted Brand Award
2008 in the food amp
beverages category
Vatika -- have debuted in
the Economic Times
Brand Equitys Most
Trusted Brands 2008 list
Besides Dabur Foods has
climbed up to take the
40th spot
34th position
among Indias Top
100 Most Valuable
Brands of 2008
released by 4Ps and
ICMR
Dabur India Ltd has been ranked 28th in the list of Indias Top 50 Most
valuable (Company) Brands by Brand Finance
newu was voted the Most
Admired New Retail
Launch of the year at
Images Retail Awards
Dabur India CEO Mr
Sunil Duggal was named
Best Corporate Leader of
2008 at the BampE
Leadership and Excellence
Dabur India Ltd
was ranked the
Business Leader in
the FMCG -
Personal Care
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58
Awards Category at the
NDTV Profit
Business
Leadership Award
2008
Dabur India Ltd CEO Mr
Sunil Duggal has been
ranked among Indias
Most valueable CEOs by
Business World
Dabur India Ltd has been listed among the Super
100 of India Inc prepared by Business India
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59
Dedicated to the health and well being of every household
This is our company We accept personal responsibility and accountability to meet business needs
We all are leaders in our area of responsibility with a deep commitment to deliver results We are determined to be the best at doing what matters most
People are our most important asset We add value through result driven training and we encourage amp reward excellence
We have superior understanding of consumer needs and develop products to fulfill them better
We work together on the principle of mutual trust amp transparency in a boundary-less organisation We are intellectually honest in advocating proposals includingrecognizing risks
Continuous innovation in products amp processes is the basis of our success
We are committed to the achievement of business success with integrity We are honest with consumers with business partners and with each other
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INTRODUCTION OF DABUR CHYWANPRASH
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Dabur Chyawanprash the trusted name for your entire familys health
Dabur Chyawanprash has anti-oxidant properties amp strengthens your bodysinternal defense mechanism the immune system thereby protecting you fromeveryday infections cough cold amp stress etc
At a time when flu and viruses are everywhere your immunity system provides the best prevention from these deadly diseases Chyawanprash a time-tested age-
old formulation has a number of herbs like Amla known to be one of the bestantioxidants Giloy (Guduchi) known to have immuno modulatory properties andhas more than 40 other natural ingredients to boost immunity
Dabur Chyawanprash The Health Giver
Derived from 2500-year-old Ayurvedic formula
Totally chemical-free natural and safe Powerful combination of herbs and plant extracts in a
base of Amla fruit pulp Refined by Dabur to provide traditional goodness with best quality
Reinforces the immune system amp helps fight disease Trusted health provider of a majority of Indian households
Usage
Dabur Chyawanprash has a tangy sweet-sour taste and the consistency of jamIt can be taken directly or with milk and as bread spread In all cases itstherapeutic properties remain stable and active In winters have a glass ofwarm milk after having Chyawanprash In summers have a glass of cold milkafter having Chyawanprash
Dose
1-2 teaspoonful
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STP ANALYSIS OF DABUR CHYAWANPRASH
SEGMENTATION
Dabur Chyawanprash is the market leader in the Chyawanprash segment It
comes under the category of health supplements The segments that it considers
are growing kids competitive youth ever busy housewives and the aged
For the growing kids In todays competitive environment the children are under
high pressure to excel
For the competitive youth Modern life keeps the youth busy and demands them
to be active and efficient
For ever-busy housewives The homemaker needs to be fit in order to shoulder
all responsibilities
For the aged Old age weakens a person physically and mentally
After segmenting the population into these categories it aims to keep them fit
and healthy
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TARGETING
Traditionally chyawanprash was supposed to be a health supplement for the
aged and kids Dabur Chyawanprash (DCP) is now targeting adults housewives
youth and kids This it is trying to achieve through its promotion activities by
making Amitabh Bacchan and Vivek Oberoi do the endorsement act Amitabh
has been projected as a user of Chyawanprash attempting to establish the
relevance of DCP amongst the adults in todayrsquos demanding lifestyle Vivek who
represents an urban ambitious non-user with a mindset that Chyawanprash is not
for him meets his moment of truth when outperformed by a young
Chyawanprash user thus reaching out to kids His final conversion from a non-
user to a Chyawanprash user connects with the Youth These two ads compliment
each other and connect very well with the targeted consumers
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POSITIONING
Andar se strongrdquo Dabur chyawanprash has the tag line Andar se strongrdquo By
using a natural language instead of scientific language it is able to connect with
the consumers and is able to achieve a better positioning in the minds of the
Indian health conscious consumer A category like Chyawanprash for instance
needs to understand that in employing the category language it loses any chance
of expressing its own benefit distinctively
Holistic Health benefit of Ayurveda Dabur Chyawanprash helps in stimulating
immune system relieving stress improving stamina fighting aging through anti-
oxidant property improving lung function fighting respiratory infections amp
building resistance to disease The brand conveys this health conscious holistic
view of the product
Brand Trust Over 100 years of Daburrsquos experience in Ayurveda ensures selection
processing and quality control of right herbs along with scientific and clinical
studies ndash makes DCP a trustworthy offering for consumers Consumers view DCP
as a product by a trusted brand and therefore do not need to think twice beforemaking a purchasing decisio
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MARKETING MIX OF DABUR CHYAWANPRASH
Dabur Chyawanprash is the market leader in the chyawanprash segment and has
achieved this with its innovative product offering pricing strategy easy
availability and promotion campaigns In the marketing mix of Dabur we shall be
discussing the 4 Ps of marketing mix with respect to Dabur Chyawanprash The
mix shall be analyzed as followed
Product
Price
Place
Promotion
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Product Price Promotion Place
bull Product
Variety
bull Quality
bull Design
bull Features
bull Brand
Names
bull Services
bull List Price
bull Discount
bull Financing
Schemes
bull Credit Terms
bull Advertising amp
Promotion
bull Public Relations
bull Sponsorships
bull Internet
Marketing
bull Channels
bull Location
bull Inventory
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PRODUCT
Dabur Chyawanprash is the leader in the Chyawanprash category
and enjoys a market share of 61 per cent In 50s Dabur pioneered the
concept of branded Chyawanprash and since has invested heavily in
product development clinical studies and consumer awareness The
product is essentially a health supplement
Known as the ldquoelixir of liferdquo Chyawanprash has (clinically) proven benefits in
maintaining smooth body functioning The principal ingredient Amla (Indian
Gooseberry) acts as an anti-oxidant and immuno-stimulant Dabur Chyawanprash
helps in stimulating immune system relieving stress improving stamina fighting
aging through anti-oxidant property improving lung function fighting respiratory
infections amp building resistance to disease It is these properties that make Dabur
Chyawanprash a preferred choice for its users
Ingredients of Dabur Chyawanprash
Vishwast Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts
Special Vishwast fortified with additional health beneficial herbs like
Keshar Akarkara etc
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Packaging
n
The figure above shows the evolution of the packaging of Dabur Chyawanprash
Dabur continuously innovates the package and branding of its chayawanprash It
launched Dabur Chyawanprash first in 1949 in a tin pack and it was the first
branded Chyawanprash in India Later Dabur came out with its new packet of
Chyawanprash with Amitabh Bachchan as their brand ambassador It also
received ldquoBrand Relaunch of the Year ldquoaward from IMA
Available in
Dabur Chyawanprash is available in three sizes to cater to the needs of different
types of people
1 One kilogram pack
2 500 gram pack
3 250 gram pack
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PRICE
The pricing of Dabur chyawanprash is very competitive Dabur chyawanprash uses
second degree price discrimination ie more the quantity lower the price
1kg Rs19500
500gms Rs11000
250gms Rs 6200
PRICEQUALITY MATRIX
Pricerarr
Quality
darr
High Middle Low
High
Luxury
Segment
Ideal For
Penetration
DABUR
CHYAWANPRASH
Premiere
Offering
Middle
Overpriced Average Real
Bargain
Low
Make The Sale
and Run
Unhappy
Customers
Cheap
Goods
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PLACE
Dabur has a very wide distribution of its products through 16 million retail outlets
and 50 C amp F agents all over India who distribute products to the retailers Adistribution of C amp F agents and manufacturing locations is given below
Daburrsquos distribution network extends beyond India in the following countries as
well
Distribution Network
Central North amp South America
Australia
Asia
Middle East
North amp South Africa
East amp West Europe
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PROMOTION
The main form of promotional activities of Dabur chyawanprash are concentrated
towards advertising and it has neglible sales promotional activities
Advertising
Nothing can happen without establishing the brandrsquos heritage emphasizing
technological prowess explaining benefits and building bonds with prospective
buyers Ads are necessary because the images are still mouldable and fluid and
the consumerrsquos sophistication level is low Dabur chyawanprash is advertised on
print media as well as on television
The company has launched two ads one each with Amitabh and Vivek in
national electronic media followed by a series of print media campaign directed
towards creating awareness to educate people about the holistic benefits of
ChyawanprashThe ads have been created by McCann Ericsson and the company
would be spending close to Rs 10 crore in promotional campaign this year The
ads would also be translated in Bengali These advertisements are supposed to
target the old and the younger generation respectively
Thecompany has launched a new ad with MS Dhoni who is leader of Indian
cricket team
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SWOT ANALYSIS OF DABUR
STRENGTHS
Strong presence in well defined
niches( like value added Hair Oil and
Ayurveda specialities)
Core knowledge of Ayurveda as
competitive advantage
Strong Brand Image
Product Development Strength
Strong Distribution Network
Extensive Supply Chain
IT Initiatives
R amp D ndash a key strength
WEAKNESS
Seasonal Demand( like
chyawanprash in winter and Vatika not
in winter)
Low Penetration(Chyawanprash)
High price(Vatika)
Limited differentiation (Vatika)
Unbranded players account for
the 23rd of the total market(Vatika)
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OPPORTUNITIES
Untapped
Market(Chyawanprash)
Market Development
Export opportunities
Innovation
Increasing income level of the
middle class Creating additional consumption
pattern
THREATS
Existing Competition( like
Himani baidyanath and Zandu for
Dabur Chyawanprash and MaricoKeo
Karpin HLL and Bajaj for Vatika Hair Oil)
New Entrants
Threat from substitutes (like
Bryllcream for Vatika hair oil)
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OBJECTIVE OF THE STUDY
The major objective of the survey is to collect the data from outlets in the
specified areas where cold drinks are to be sold
To make an assessment of availability of several brands of dabur in
different packs and size in the specified areas
To make an assessment of market presence program of the dabur
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Research Methodology
Data collection
Sample unit
1) working people (including men amp women) amp housewife
2) college students
3) school students
4) senior citizens
5) Retailer
Sample size
1 working people amp housewife 30
2 college students 25
3 school students 20
4 senior citizens 15
5 Retailer 10
Sampling techniques
Judgmental sampling techniques used
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Sampling region
Sampling region will be DELHI in rural area
Data collection method
1 Primary data It will be collected with the help of a self administered
questionnaire
2 Secondary data it will be collected with the help of books research
papers magazines news papers journals internet etc
3
Research instruments
Questionnaire design
As the questionnaire is self administrated one the survey will be simple and user
friendly Words used in questionnaire will be readily understandable to all
respondent Also technical jargons will be avoided to ensure that there is no
confusion for respondents
Data Analysis - Data analysis will be done with the help of MS Excel and SPSS
Software
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DATA ANALYSIS
DABUR CHYAWANPRASH
1 AWARNESS LEVEL
I
NTERPRETATION-
According to serveyAll person are know the dabur100 person of dabur65
person kmow the Baidyanathamp Dabur 40 people of HimaniBaidyanath and
Dabur 60 person of ZanduHimaniBaidyanath and Dabur
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2 PREFERRED BRAND
INTERPRETATION-
According to servey60 person are preferred dabur product 15 person are
preferred Baidynath product 15 person are preferred Himani product 10 person
are preferred Zandu
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3SATISFACTION LEVEL
INTERPRETATION-
According to servey100 satisfaction level of dabur product 80 satisfaction level
of Baidynath product 80 satisfaction level of Himani product
60 satisfaction level of Zandu product
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4 REASONS FOR SELECTING A PARTICULAR BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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5HOW DID YOU COME TO KNOW ABOUT THIS BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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6 PREFERRED PACK SIZE
INTERPRETATION-
According to servey50 person are preferred 500gm product 30 person are
preferred 1kg product 20 person are preferred 250gm product
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8 REASON TO SELECT PREFERRED PACK SIZE
INTERPRETATION-
According to servey20 person are select product of itrsquos availability pack size
40 person are select product of itrsquos price pack size 25 person are select
product of itrsquos family pack size 15 person are select product of itrsquos storage
pack size
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9 FREQUENCY OF
PURCHASE
INTERPRETATION-
According to servey30 People are purchase product after one month 55
People are purchase product after two months 15 People are purchase
product after six months
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COMPETITOR ANALYSIS
The key competitorrsquos of Dabur in the Chyawanprash segment are Baidyanath
Zandu and Himani which together with Dabur have about 85 of Indias domestic
market
Dabur is Indias largest Ayurvedic medicine supplier and the fourth largest
producer of FMCG It was established in 1884 and had grown to a business level
in 2003 of about 650 million dollars per year though only a fraction of that is
involved with Ayurvedic medicine Dabur Chyawanprash (herbal honey) has a
market share of 61We have tried to analyse the competition for Dabur in the
Chyawanprash segment as follows
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The Himani Group
It founded in 1974 provides a diverse range of products doing 110 million dollars
of business annually though only a portion is involved with Ayurvedic products
through its Himani line the company is mainly involved with toiletries and
cosmetics but also provides Chyawanprash and other health productsIts market
share is 12
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CONCLUSIONS
The Chyawanprash Industry is yet to capture the beverage market in full swing Packed Chyawanprash
followed by Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts the market The consumerrsquos patriotic love for tea and coffee is unfared
Chyawanprash are yet to establish their supplement use in the average household here in lies the great
opportunities Within the market it is safe to conclude that dabur has hit off ratherwell with the
masses
dabur has clearly lost it head start advantage and thereby acquiring just 35 of the market share while
others enjoys rest of the market share This could be well attributed to dabor successful ATA
(Availability Taste and Affordability) marketing module the attributes most rated by the consumersLack of publicity has hampered the growth progress of the brand so aggressive advertising is needed to
promote Chyawanprash and vatika hair oil brand
The brands such as that of Chyawanprash by vednath Chyawanprash with its lsquosonacahndi lsquoMinute-
madersquo and also US food giantssDel Monte are ready to hit the Chyawanprash market very soon
As the strategies of the companies keeps on changing be it in Chyawanprash industry a company has
to create perceptions and cover them into realities It is an expensive proposition requiring huge
expenditure on advertising sponsorships and media Thus the ideal company will be the one which
combines the high end technology with consumer insight
As 16 of the excise duty is exempted on food products in this budget Many food companies including
Dabur got benefited from it On the analysis of survey it was found that target Market of Chyawanprash
want quality benefit rather then Price benefit so it is better to stress on quality rather than on
decreasing price to increase sales and profit
To increase market share Dabur should give slight price benefit on Dabur brand so that customers of
other Juice brand should switch from other brand to Dabur brand
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Findings
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey100 satisfaction level of dabur product 80 satisfaction level of
Baidynath product 80 satisfaction level of Himani product 60 satisfaction level of
Zandu product
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis According to servey50 person are preferred 500gm
product 30 person are preferred 1kg product 20 person are preferred 250gm
product
According to servey20 person are select product of itrsquos availability pack size 40
person are select product of itrsquos price pack size 25 person are select product of itrsquos
family pack size 15 person are select product of itrsquos storage pack size
According to servey30 People are purchase product after one month 55 People are
purchase product after two months 15 People are purchase product after six months
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LIMITATIONS
No study is free from limitations The limitations of this study can be
Sample size taken is small and may not be sufficient to predict theresults with 100 accuracy
The result is based on primary and secondary data that has itrsquos own limitations
The study only covers the area of Delhi that may not beapplicable to other areas
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RECOMMENDATIONS
Focus on growing core brands across categories
Reaching out to new geographies within Hapur area
Improve operational efficiencies by leveraging technology
Be the preferred company to meet the health and personal grooming needs of
our target consumers with safe efficacious natural solutions by synthesizing the
deep knowledge of ayurveda and herbs with modern science
Provide consumers with innovative products within easy reach
Vatika hair care centre On the lines of Maricorsquos Kaya Skin Clinic Dabur
could start a venture called Vatika hair care centre which would provide total hair
care solutions It could have hair care experts to solve hair problemsServices could
include dandruff treatment straightening of hair treatment for split endsetc
Position Dabur Chyawanprash as not more of a medicine but as something
which is necessary for health
More initiatives like ldquo Dabur ki Deewarrdquo to increase brand visibility It is an
initiative to occupy shelf space
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BIBLIOGRAPHY
Books
Marketing Management Twelfth Edition ndash Philip Kotler amp Kevin Lane Keller
Websites
wwwgooglecom
wwwdaburcom
wwwtutor2unet
wwwbrandchannelcom
The time of india
Forbs magazing
Hinustan time
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YES NO
7Which pack size do you prefer
YES NO
8On what parameters do you choose this pack size
YES NO
9 how do u increase the company position
YES NO
10 how you increase your company position in market agains other company
YES NO
![Page 30: Making by Th Harsh Pandit](https://reader033.vdocuments.mx/reader033/viewer/2022052406/577cd3191a28ab9e7896af7d/html5/thumbnails/30.jpg)
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30
Plants for Life
We have set up the Plants for Life project in the mountainous regions of the
Himalayas Under the project a high-tech greenhouse facility has been set up for
developing saplings of rare and endangered medicinal plants Fully computer-
controlled and monitored this greenhouse maintains the highly critical
environmental parameters required for their survival We are also developing
quality saplings of more than 20 herbs 8 of them endangered through micro
propagation
In addition satellite nurseries spread across mountain villages and
contract cultivation of medicinal herbs helps in maintaining the ecological
balance These measures have also helped provide local cultivators the scientific
knowledge for harvesting herbs and a steady source of income So that they are
not forced to exploit the environment to earn a livelihood
Living a Green Heritage
These are significant steps that can contribute to a better world for coming
generations To whom we would like to bequeath a world not bereft of nature
But full of flowering and fruit bearing trees animals birds and humans living in
good health and complete harmony
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Kashambi Corporate Office
Corporate Office
Kaushambi
Ghaziabad - 201010
Uttar Pradesh India
Tel
+91 (0120) 3982000 (30 Lines)
+91 (0120) 3001000 (30 Lines)
Registered Office
83 Asaf Ali Road
ew Delhi ndash 110 002
Tel +91 (011) 23253488
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DABUR WORLD WIDE
Daburs mission of popularizing a natural lifestyle transcends national boundaries Today
there is global awareness of alternative medicine nature-based and holistic lifestyles and
an interest in herbal products Dabur has been in the forefront of popularizing this
alternative way of life marketing its products in more than 50 countries all over the
world
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Our products World Wide
We have spread ourselves wide and deep to be in close touch with our overseas
consumers
Offices and representatives in Europe America and Africa
A special herbal health care and personal care range successfully selling in
markets of the Middle East Far East and several European countries
Inroads into European and American markets that have good potential due to
resurgence of the back-to-nature movement
Export of Active Pharmaceutical Ingredients (APIs) manufactured under strict
international quality benchmarks to Europe Latin America Africa and other Asian
countries
Export of food and textile grade natural gums extracted from traditional plant
sources
Partnerships and Production
Strategic partnerships with leading multinational food and health care
companies to introduce innovations in products and services
Manufacturing facilities spread across 3 overseas locations to optimise
production by utilising local resources and the most modern technology available
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35
OVERVIEW OF FMCG SECTOR IN INDIA
The Indian FMCG sector is
the fourth largest sector
in the economy with a
total market size in excess
of US$ 131 billion It has
a strong MNC presence
and is characterised by a
well-established
distribution network
intense competition
between the organised and
unorganised segments and
low operational cost Availability of key raw materials cheaper labour costs and
presence across the entire value chain gives India a competitive advantageThe FMCG market is set to treble from US$ 116 billion in 2003 to US$ 334
billion in 2015 Penetration level as well as per capita consumption in most
product categories like jams toothpaste skin care hair wash etc in India is low
indicating the untapped market potential Burgeoning Indian population
particularly the middle class and the rural segments presents an opportunity to
makers of branded products to convert consumers to branded products Growth is
also likely to come from consumer upgrading in the matured product categories
With 200 million people expected to shift to processed and packaged food by
2010 India needs around US$ 28 billion of investment in the food-processing
industry
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India is one of the largest emerging markets with a population of over one billion
India is one of the largest economies in the world in terms of purchasing power
and has a strong middle class base of 300 millionAround 70 per cent of the total
households in India (188 million) resides in the rural areas The total number of
rural households are expected to rise from 135 million in 2001-02 to 153 million
in 2009-10 This presents the largest potential market in the world The annual
size of the rural FMCG market was estimated at around US$ 105 billion in 2001-
02 With growing incomes at both the rural and the urban level the market
potential is expected to expand further
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TMarketing Mi
Product Place
Target
Market
Price Promotion
The firm attempts to generate a positive response in the target market by blending
these four marketing mix variables in an optimal manner
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A Summary Table of the Marketing Mix
The following table summarizes the marketing mix decisions including a list of
some of the aspects of each of the 4Ps
Summary of Marketing Mix Decisions
Product Price Place Promotion
Functionality
Appearance
Quality
Packaging
Brand
Warranty
ServiceSuppor
t
List price
Discounts
Allowances
Financing
Leasing
options
Channel members
Channel
motivation
Market coverage
Locations
Logistics
Service levels
Advertising
Personal
selling
Public
relations
Message
Media
Budget
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DABUR FOODS SELLING PROCESS
Dabur food process of selling starts from stockiest
CampFA dose not have any process to play in the process of selling of dabur
foods products They are just Clearing amp Forwarding Agents they store the
manufacturing products and then supply it to stockiest
Stockiest pay the money to dabur foods through demand draft
Stockiest further sells the products to retailers
Retailer finally sells the products to consumers
MARKETING HOW DABUR FOODS IS USING MIX
Product
Appearance Dabur tries to make its products appear very attractive
Quality Quality of the product is really unmatchable as it is tested number of
times and its products are processed using very advanced machinery and
technology
Packaging Dabur products packaging is done in such a way that its juices does
not get expired before 6 months inspite of perishable products
Brand Dabur itself is a very reputed and well known brand in the market and its
Real juice is also known all over India
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40
Warranty Dabur as such does not gives any warranty but if there is any problem
in its products before expiry then they replace the product
ServiceSupport Dabur foods provide full support to its stockiest retailers and
consumers what so ever the problem is
Price
List price Dabur decide its price according to its competitors and the price
structure is different for retailers and stockiest
Discounts There are different discounts for retailers stockiest and consumer from
time to time
Allowances Special allowances are gicen to stockiest sales man if he acives his
targets
Place
Channel members Channel members or business partners of dabur are its
stockiest retailers
Channel motivation Channel motivation for dabur is pull and push strategy
Market coverage Dabur Foods has a distribution network that covers 175 towns
and 75 thousand retail outlets making its product available to the consumers across
the country at ease
Locations Dabur foods try to cover or tries to place its products in each and every
shop and every location
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41
Promotion
Advertising Dabur products are advertised through television newspapers
magazine etc
Personal selling Dabur hardly do any personal selling except in tent shows and
road shows Same for less amp more for same
Media Media of promotion is TV Radio newspapers magazine
Budget Budget is Decided by finance team for different strategic business unit
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Critique of selling
In theory the purpose of selling is to help a customer realize his or her goals in an
economic fashion However in reality this is not always the case Customers can be influenced to purchase a product or service that initially was not of interest to
them Some salespeople are trained in the art of selling customers things they dont
need
Take for example the purchasing of a car a consumer may have a set of cars in
mind (called an evoked set) that she feels match her needs wants and budget She
may seek the advice of a salesperson given that a salesperson can help her realize
the right car given those criteria This can be a socially useful function salespeople
have specialized knowledge of products that can help consumers make an informed
decision However a salesperson may also talk a consumer into purchasing a more
expensive or perhaps larger car then she needs or can afford In this context the
salesperson may have usefully helped the customer re-evaluate her needs thereby
establishing a new set of appropriate choices among which included the newer orlarge car This again would be a helpful and useful service provided by the
salesperson However it is sometimes the case that customers purchase a product
or service that was not initially intended and remains an inappropriate purchase
after the fact On the other hand the consumer in this scenario can be held partially
responsible for the inappropriate purchase indeed A fool and his money are soon
parted (PT Barnum English proverbs)
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43
This dysfunctional behavior is encouraged by
Incentives of salespeople to increase their total number of sales especially where
retailers keep track of sales or offer commission-based salaries
Incentives from the manufactures of products or the companies of service
providers to salespeople to sell their products where other similar products
offered by competitors are offered
The incentive to sell a customer a product that is in need of being cleared
out despite the fact that a customer may be better to wait for the new
product
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44
Channel Of Distributions
Manufacturing Plant
Clearing and forwarding agent (different regions)
Stockist A Stockist B Stockist C
Retailers Retailers Retailers Retailers Retailers Retailers
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CONSUMERS
The above diagram it shows channel of distribution of dabur foods here first the products are manufactured and from Manufacturing plants the packed goods are
supplied to Clearing And Forwarding Agents(CampFA) and from here the goods are
then further supplied to number of Stockiest or Distributors from here goods
reaches to large number of Retailers and it is the duty of Stockiest to take orders
from retailers and then supply the goods to them this work is generally done by
stockiest salesman through ready stock or by taking orders first and then placing
the order From here the goods finally reaches to Customers Customer purchases
the product from retailers
This was the basic Channel of Distribution used by Dabur Foods now I will throw
light on each channel of distribution of Dabur Foods
Supply Chain Management
Supply chain management starts before physical distribution it involves procuring
the right inputs (raw materials components and capital equipment) converting
them into finished products and dispatching them to the final destinations The
supply chain perspective can help identify superior suppliers and distributors and
help them improve productivity which ultimately brings down the companyrsquos
costs
A broader view sees a company at the center of a value network that
includes its suppliers its immediate customers and their end customers The value
network includes valued relations with others such as university researchers
government approval agencies and so on
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MANUFACTURING PLANT
Dabur Foods has Number of products in its product line but its main area of
interest or the product on which they concentrate the most is Real Juice amp Coolers
Dabur has its manufacturing plant at Nepal and at Jaipur where juice is
manufactured and tested
PROCUREMENT amp TRANSPORT
Getting the raw material and packaging material requirement from the
production unit in charge
Constant updates on the procurement of materials and transport details
Production details and ingredient content information from the different personnel and coordinating this activity
PACKAGING
Approval and coordination of the supply of packaging material to the
production unit
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47
CLEARING AND FORWARDING AGENTA (CampFA)
From manufacturing plant the stock is transported or supplied to clearing
and forwarding agents
Clearing and Forwarding Agents is a third party and Dabur gives contract to
them so company has nothing to do in building the relationship with them
Here CampFA keep or stock the goods with them
They charge dabur for stocking the good and even dabur donrsquot mind doing
so as it is a measure of cost cutting as well as there is no need for gowdowns
and maintenance
For Ghazizbad Meerut Delhi NCR there is one CampFA whish is situated in
Mohan Nagar here all goods which dabur foods hare kept here
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48
STOCKIEST OR DISTRIBUTORS
Stockiest store the products in their godowns CampFA supplies the goods to
them as per their order
Stockiest has some sales men working under him they are known as
stockiest sales man Their work is to place the products in the market and
take order from retailers and then supply goods to them
Sales man either take ready stock with them or they first take orders and
then supply goods later on
There is a beat which is a schedule route of sales man means sales man has
to daily cover the route as mention in the beat
Merchandising making products visible pasting posters putting banners
and seeing that goods are properly placed in the retail outlets is also the duty
of stockiest sales man
Companiesrsquo sales officer keeps a check on the stockiest and monthly report
is also prepared which is further analyzed by ASM amp ZSM
In Noida Dabur has 1 stockist and in Ghaziabad 1
RETAILERS
Retailers are backbone of the company as they are the one who can take the
product on new heights or can bring it down to toes
Stockiest supplies goods to retailers and tries Persuading retailers to give the
brand special displays (using merchandising tools) to get affective brand
presence and arranging it in more noticeable manner
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49
Classification of outlets in different type of markets is different according to
their sales volume
TYPES OF RETAILS OUTLETS
Class Average Monthly Business
A Above 10000
B 5000-10000
C Upto 5000
Margin of retailers is always higher than stockiest
Retailers are the one who have direct contact with the customers
Dabur Foods has a distribution network that covers 175 towns and 75
thousand retail outlets making its product available to the consumers across
the country at ease
TYPES OF RETAIL MARKET
The retail market can be classified on the basis of magnitude of retail
SCATTERED MARKET
Lesser no of outlets and
Extensive outlets
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50
BLOCK MARKET
Large no of retail outlets in chunk
SUPER MARKET
Through their superior information logistical systems and buying power deliver
good service and immense volumes of products at attractive prices
CHAIN OUTLETS
Having more than one key outlet all across with a single control unit and central
purchasing strategy
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51
M PRODUCT LINE
Foods
Real
Real Activ
Hommade
Lemoneez
Capsico
Health Care
Baby Care
Dabur Lal Tail
Dabur Baby Olive Oil
Dabur Janma Ghunti
Health Supplements
Dabur Chyawanprash Dabur Glucose D
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Digestives
Hajmola Yumstick
Hajmola Mast Masala
Anardana
Hajmola
Hajmola Candy
Hajmola Candy Fun2
Pudin Hara (Liquid and Pearls)
Pudin Hara G
Dabur Hingoli
Natural Cures
Shilajit Gold
Nature Care Sat Isabgol
Shilajit
Ring Ring
Itch Care
Backaid
Shankha Pushpi Dabur Balm
Sarbyna Strong
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Personal Care
Hair Care Oil
Amla Hair Oil
Amla Lite Hair Oil
Vatika Hair Oil
Anmol Sarson Amla
Hair Care Shampoo
Anmol Silky Black Shampoo
Vatika Henna Conditioning Shampoo
Vatika AntiDandruff Shampoo
Anmol Natural Shine Shampoo
Oral Care
Dabur Red Gel
Dabur Red Toothpaste
Babool Toothpaste
Dabur Lal Dant Manjan
Dabur Binaca
Toothbrush
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Dabur Amongst Top Three Most
Respected FMCG Companies
Dabur Real Bags Gold In Readers
Digest Trusted Brand Awards
Dabur Figures In Top Great PlaceTo Work 2006 List
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Dabur has been ranked
amongst Indias Most
Innovative Companies by
a Business Today-Monitor
Group survey
Hajmola has been ranked
34th in Indiarsquos 100 Most
Valuable Brands list
Hajmola one of the
strongest brands in
Daburs portfolio
has been listed
among the Top 18
Iconic Brands in
India that have
stood the test oftime
Dabur Indiarsquos fruit juice
brand Reacuteal awarded the
Three Dabur brands --
Hajmola Dabur Amla and
Hajmola moves up
11 spots to take the
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57
Readerrsquos Digest Gold
Trusted Brand Award
2008 in the food amp
beverages category
Vatika -- have debuted in
the Economic Times
Brand Equitys Most
Trusted Brands 2008 list
Besides Dabur Foods has
climbed up to take the
40th spot
34th position
among Indias Top
100 Most Valuable
Brands of 2008
released by 4Ps and
ICMR
Dabur India Ltd has been ranked 28th in the list of Indias Top 50 Most
valuable (Company) Brands by Brand Finance
newu was voted the Most
Admired New Retail
Launch of the year at
Images Retail Awards
Dabur India CEO Mr
Sunil Duggal was named
Best Corporate Leader of
2008 at the BampE
Leadership and Excellence
Dabur India Ltd
was ranked the
Business Leader in
the FMCG -
Personal Care
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Awards Category at the
NDTV Profit
Business
Leadership Award
2008
Dabur India Ltd CEO Mr
Sunil Duggal has been
ranked among Indias
Most valueable CEOs by
Business World
Dabur India Ltd has been listed among the Super
100 of India Inc prepared by Business India
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Dedicated to the health and well being of every household
This is our company We accept personal responsibility and accountability to meet business needs
We all are leaders in our area of responsibility with a deep commitment to deliver results We are determined to be the best at doing what matters most
People are our most important asset We add value through result driven training and we encourage amp reward excellence
We have superior understanding of consumer needs and develop products to fulfill them better
We work together on the principle of mutual trust amp transparency in a boundary-less organisation We are intellectually honest in advocating proposals includingrecognizing risks
Continuous innovation in products amp processes is the basis of our success
We are committed to the achievement of business success with integrity We are honest with consumers with business partners and with each other
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60
INTRODUCTION OF DABUR CHYWANPRASH
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Dabur Chyawanprash the trusted name for your entire familys health
Dabur Chyawanprash has anti-oxidant properties amp strengthens your bodysinternal defense mechanism the immune system thereby protecting you fromeveryday infections cough cold amp stress etc
At a time when flu and viruses are everywhere your immunity system provides the best prevention from these deadly diseases Chyawanprash a time-tested age-
old formulation has a number of herbs like Amla known to be one of the bestantioxidants Giloy (Guduchi) known to have immuno modulatory properties andhas more than 40 other natural ingredients to boost immunity
Dabur Chyawanprash The Health Giver
Derived from 2500-year-old Ayurvedic formula
Totally chemical-free natural and safe Powerful combination of herbs and plant extracts in a
base of Amla fruit pulp Refined by Dabur to provide traditional goodness with best quality
Reinforces the immune system amp helps fight disease Trusted health provider of a majority of Indian households
Usage
Dabur Chyawanprash has a tangy sweet-sour taste and the consistency of jamIt can be taken directly or with milk and as bread spread In all cases itstherapeutic properties remain stable and active In winters have a glass ofwarm milk after having Chyawanprash In summers have a glass of cold milkafter having Chyawanprash
Dose
1-2 teaspoonful
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STP ANALYSIS OF DABUR CHYAWANPRASH
SEGMENTATION
Dabur Chyawanprash is the market leader in the Chyawanprash segment It
comes under the category of health supplements The segments that it considers
are growing kids competitive youth ever busy housewives and the aged
For the growing kids In todays competitive environment the children are under
high pressure to excel
For the competitive youth Modern life keeps the youth busy and demands them
to be active and efficient
For ever-busy housewives The homemaker needs to be fit in order to shoulder
all responsibilities
For the aged Old age weakens a person physically and mentally
After segmenting the population into these categories it aims to keep them fit
and healthy
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TARGETING
Traditionally chyawanprash was supposed to be a health supplement for the
aged and kids Dabur Chyawanprash (DCP) is now targeting adults housewives
youth and kids This it is trying to achieve through its promotion activities by
making Amitabh Bacchan and Vivek Oberoi do the endorsement act Amitabh
has been projected as a user of Chyawanprash attempting to establish the
relevance of DCP amongst the adults in todayrsquos demanding lifestyle Vivek who
represents an urban ambitious non-user with a mindset that Chyawanprash is not
for him meets his moment of truth when outperformed by a young
Chyawanprash user thus reaching out to kids His final conversion from a non-
user to a Chyawanprash user connects with the Youth These two ads compliment
each other and connect very well with the targeted consumers
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POSITIONING
Andar se strongrdquo Dabur chyawanprash has the tag line Andar se strongrdquo By
using a natural language instead of scientific language it is able to connect with
the consumers and is able to achieve a better positioning in the minds of the
Indian health conscious consumer A category like Chyawanprash for instance
needs to understand that in employing the category language it loses any chance
of expressing its own benefit distinctively
Holistic Health benefit of Ayurveda Dabur Chyawanprash helps in stimulating
immune system relieving stress improving stamina fighting aging through anti-
oxidant property improving lung function fighting respiratory infections amp
building resistance to disease The brand conveys this health conscious holistic
view of the product
Brand Trust Over 100 years of Daburrsquos experience in Ayurveda ensures selection
processing and quality control of right herbs along with scientific and clinical
studies ndash makes DCP a trustworthy offering for consumers Consumers view DCP
as a product by a trusted brand and therefore do not need to think twice beforemaking a purchasing decisio
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MARKETING MIX OF DABUR CHYAWANPRASH
Dabur Chyawanprash is the market leader in the chyawanprash segment and has
achieved this with its innovative product offering pricing strategy easy
availability and promotion campaigns In the marketing mix of Dabur we shall be
discussing the 4 Ps of marketing mix with respect to Dabur Chyawanprash The
mix shall be analyzed as followed
Product
Price
Place
Promotion
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Product Price Promotion Place
bull Product
Variety
bull Quality
bull Design
bull Features
bull Brand
Names
bull Services
bull List Price
bull Discount
bull Financing
Schemes
bull Credit Terms
bull Advertising amp
Promotion
bull Public Relations
bull Sponsorships
bull Internet
Marketing
bull Channels
bull Location
bull Inventory
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PRODUCT
Dabur Chyawanprash is the leader in the Chyawanprash category
and enjoys a market share of 61 per cent In 50s Dabur pioneered the
concept of branded Chyawanprash and since has invested heavily in
product development clinical studies and consumer awareness The
product is essentially a health supplement
Known as the ldquoelixir of liferdquo Chyawanprash has (clinically) proven benefits in
maintaining smooth body functioning The principal ingredient Amla (Indian
Gooseberry) acts as an anti-oxidant and immuno-stimulant Dabur Chyawanprash
helps in stimulating immune system relieving stress improving stamina fighting
aging through anti-oxidant property improving lung function fighting respiratory
infections amp building resistance to disease It is these properties that make Dabur
Chyawanprash a preferred choice for its users
Ingredients of Dabur Chyawanprash
Vishwast Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts
Special Vishwast fortified with additional health beneficial herbs like
Keshar Akarkara etc
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Packaging
n
The figure above shows the evolution of the packaging of Dabur Chyawanprash
Dabur continuously innovates the package and branding of its chayawanprash It
launched Dabur Chyawanprash first in 1949 in a tin pack and it was the first
branded Chyawanprash in India Later Dabur came out with its new packet of
Chyawanprash with Amitabh Bachchan as their brand ambassador It also
received ldquoBrand Relaunch of the Year ldquoaward from IMA
Available in
Dabur Chyawanprash is available in three sizes to cater to the needs of different
types of people
1 One kilogram pack
2 500 gram pack
3 250 gram pack
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PRICE
The pricing of Dabur chyawanprash is very competitive Dabur chyawanprash uses
second degree price discrimination ie more the quantity lower the price
1kg Rs19500
500gms Rs11000
250gms Rs 6200
PRICEQUALITY MATRIX
Pricerarr
Quality
darr
High Middle Low
High
Luxury
Segment
Ideal For
Penetration
DABUR
CHYAWANPRASH
Premiere
Offering
Middle
Overpriced Average Real
Bargain
Low
Make The Sale
and Run
Unhappy
Customers
Cheap
Goods
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PLACE
Dabur has a very wide distribution of its products through 16 million retail outlets
and 50 C amp F agents all over India who distribute products to the retailers Adistribution of C amp F agents and manufacturing locations is given below
Daburrsquos distribution network extends beyond India in the following countries as
well
Distribution Network
Central North amp South America
Australia
Asia
Middle East
North amp South Africa
East amp West Europe
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PROMOTION
The main form of promotional activities of Dabur chyawanprash are concentrated
towards advertising and it has neglible sales promotional activities
Advertising
Nothing can happen without establishing the brandrsquos heritage emphasizing
technological prowess explaining benefits and building bonds with prospective
buyers Ads are necessary because the images are still mouldable and fluid and
the consumerrsquos sophistication level is low Dabur chyawanprash is advertised on
print media as well as on television
The company has launched two ads one each with Amitabh and Vivek in
national electronic media followed by a series of print media campaign directed
towards creating awareness to educate people about the holistic benefits of
ChyawanprashThe ads have been created by McCann Ericsson and the company
would be spending close to Rs 10 crore in promotional campaign this year The
ads would also be translated in Bengali These advertisements are supposed to
target the old and the younger generation respectively
Thecompany has launched a new ad with MS Dhoni who is leader of Indian
cricket team
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SWOT ANALYSIS OF DABUR
STRENGTHS
Strong presence in well defined
niches( like value added Hair Oil and
Ayurveda specialities)
Core knowledge of Ayurveda as
competitive advantage
Strong Brand Image
Product Development Strength
Strong Distribution Network
Extensive Supply Chain
IT Initiatives
R amp D ndash a key strength
WEAKNESS
Seasonal Demand( like
chyawanprash in winter and Vatika not
in winter)
Low Penetration(Chyawanprash)
High price(Vatika)
Limited differentiation (Vatika)
Unbranded players account for
the 23rd of the total market(Vatika)
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73
OPPORTUNITIES
Untapped
Market(Chyawanprash)
Market Development
Export opportunities
Innovation
Increasing income level of the
middle class Creating additional consumption
pattern
THREATS
Existing Competition( like
Himani baidyanath and Zandu for
Dabur Chyawanprash and MaricoKeo
Karpin HLL and Bajaj for Vatika Hair Oil)
New Entrants
Threat from substitutes (like
Bryllcream for Vatika hair oil)
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74
OBJECTIVE OF THE STUDY
The major objective of the survey is to collect the data from outlets in the
specified areas where cold drinks are to be sold
To make an assessment of availability of several brands of dabur in
different packs and size in the specified areas
To make an assessment of market presence program of the dabur
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Research Methodology
Data collection
Sample unit
1) working people (including men amp women) amp housewife
2) college students
3) school students
4) senior citizens
5) Retailer
Sample size
1 working people amp housewife 30
2 college students 25
3 school students 20
4 senior citizens 15
5 Retailer 10
Sampling techniques
Judgmental sampling techniques used
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76
Sampling region
Sampling region will be DELHI in rural area
Data collection method
1 Primary data It will be collected with the help of a self administered
questionnaire
2 Secondary data it will be collected with the help of books research
papers magazines news papers journals internet etc
3
Research instruments
Questionnaire design
As the questionnaire is self administrated one the survey will be simple and user
friendly Words used in questionnaire will be readily understandable to all
respondent Also technical jargons will be avoided to ensure that there is no
confusion for respondents
Data Analysis - Data analysis will be done with the help of MS Excel and SPSS
Software
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DATA ANALYSIS
DABUR CHYAWANPRASH
1 AWARNESS LEVEL
I
NTERPRETATION-
According to serveyAll person are know the dabur100 person of dabur65
person kmow the Baidyanathamp Dabur 40 people of HimaniBaidyanath and
Dabur 60 person of ZanduHimaniBaidyanath and Dabur
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2 PREFERRED BRAND
INTERPRETATION-
According to servey60 person are preferred dabur product 15 person are
preferred Baidynath product 15 person are preferred Himani product 10 person
are preferred Zandu
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3SATISFACTION LEVEL
INTERPRETATION-
According to servey100 satisfaction level of dabur product 80 satisfaction level
of Baidynath product 80 satisfaction level of Himani product
60 satisfaction level of Zandu product
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80
4 REASONS FOR SELECTING A PARTICULAR BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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81
5HOW DID YOU COME TO KNOW ABOUT THIS BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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82
6 PREFERRED PACK SIZE
INTERPRETATION-
According to servey50 person are preferred 500gm product 30 person are
preferred 1kg product 20 person are preferred 250gm product
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83
8 REASON TO SELECT PREFERRED PACK SIZE
INTERPRETATION-
According to servey20 person are select product of itrsquos availability pack size
40 person are select product of itrsquos price pack size 25 person are select
product of itrsquos family pack size 15 person are select product of itrsquos storage
pack size
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84
9 FREQUENCY OF
PURCHASE
INTERPRETATION-
According to servey30 People are purchase product after one month 55
People are purchase product after two months 15 People are purchase
product after six months
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COMPETITOR ANALYSIS
The key competitorrsquos of Dabur in the Chyawanprash segment are Baidyanath
Zandu and Himani which together with Dabur have about 85 of Indias domestic
market
Dabur is Indias largest Ayurvedic medicine supplier and the fourth largest
producer of FMCG It was established in 1884 and had grown to a business level
in 2003 of about 650 million dollars per year though only a fraction of that is
involved with Ayurvedic medicine Dabur Chyawanprash (herbal honey) has a
market share of 61We have tried to analyse the competition for Dabur in the
Chyawanprash segment as follows
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The Himani Group
It founded in 1974 provides a diverse range of products doing 110 million dollars
of business annually though only a portion is involved with Ayurvedic products
through its Himani line the company is mainly involved with toiletries and
cosmetics but also provides Chyawanprash and other health productsIts market
share is 12
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CONCLUSIONS
The Chyawanprash Industry is yet to capture the beverage market in full swing Packed Chyawanprash
followed by Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts the market The consumerrsquos patriotic love for tea and coffee is unfared
Chyawanprash are yet to establish their supplement use in the average household here in lies the great
opportunities Within the market it is safe to conclude that dabur has hit off ratherwell with the
masses
dabur has clearly lost it head start advantage and thereby acquiring just 35 of the market share while
others enjoys rest of the market share This could be well attributed to dabor successful ATA
(Availability Taste and Affordability) marketing module the attributes most rated by the consumersLack of publicity has hampered the growth progress of the brand so aggressive advertising is needed to
promote Chyawanprash and vatika hair oil brand
The brands such as that of Chyawanprash by vednath Chyawanprash with its lsquosonacahndi lsquoMinute-
madersquo and also US food giantssDel Monte are ready to hit the Chyawanprash market very soon
As the strategies of the companies keeps on changing be it in Chyawanprash industry a company has
to create perceptions and cover them into realities It is an expensive proposition requiring huge
expenditure on advertising sponsorships and media Thus the ideal company will be the one which
combines the high end technology with consumer insight
As 16 of the excise duty is exempted on food products in this budget Many food companies including
Dabur got benefited from it On the analysis of survey it was found that target Market of Chyawanprash
want quality benefit rather then Price benefit so it is better to stress on quality rather than on
decreasing price to increase sales and profit
To increase market share Dabur should give slight price benefit on Dabur brand so that customers of
other Juice brand should switch from other brand to Dabur brand
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89
Findings
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey100 satisfaction level of dabur product 80 satisfaction level of
Baidynath product 80 satisfaction level of Himani product 60 satisfaction level of
Zandu product
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis According to servey50 person are preferred 500gm
product 30 person are preferred 1kg product 20 person are preferred 250gm
product
According to servey20 person are select product of itrsquos availability pack size 40
person are select product of itrsquos price pack size 25 person are select product of itrsquos
family pack size 15 person are select product of itrsquos storage pack size
According to servey30 People are purchase product after one month 55 People are
purchase product after two months 15 People are purchase product after six months
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LIMITATIONS
No study is free from limitations The limitations of this study can be
Sample size taken is small and may not be sufficient to predict theresults with 100 accuracy
The result is based on primary and secondary data that has itrsquos own limitations
The study only covers the area of Delhi that may not beapplicable to other areas
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RECOMMENDATIONS
Focus on growing core brands across categories
Reaching out to new geographies within Hapur area
Improve operational efficiencies by leveraging technology
Be the preferred company to meet the health and personal grooming needs of
our target consumers with safe efficacious natural solutions by synthesizing the
deep knowledge of ayurveda and herbs with modern science
Provide consumers with innovative products within easy reach
Vatika hair care centre On the lines of Maricorsquos Kaya Skin Clinic Dabur
could start a venture called Vatika hair care centre which would provide total hair
care solutions It could have hair care experts to solve hair problemsServices could
include dandruff treatment straightening of hair treatment for split endsetc
Position Dabur Chyawanprash as not more of a medicine but as something
which is necessary for health
More initiatives like ldquo Dabur ki Deewarrdquo to increase brand visibility It is an
initiative to occupy shelf space
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92
BIBLIOGRAPHY
Books
Marketing Management Twelfth Edition ndash Philip Kotler amp Kevin Lane Keller
Websites
wwwgooglecom
wwwdaburcom
wwwtutor2unet
wwwbrandchannelcom
The time of india
Forbs magazing
Hinustan time
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YES NO
7Which pack size do you prefer
YES NO
8On what parameters do you choose this pack size
YES NO
9 how do u increase the company position
YES NO
10 how you increase your company position in market agains other company
YES NO
![Page 31: Making by Th Harsh Pandit](https://reader033.vdocuments.mx/reader033/viewer/2022052406/577cd3191a28ab9e7896af7d/html5/thumbnails/31.jpg)
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31
Kashambi Corporate Office
Corporate Office
Kaushambi
Ghaziabad - 201010
Uttar Pradesh India
Tel
+91 (0120) 3982000 (30 Lines)
+91 (0120) 3001000 (30 Lines)
Registered Office
83 Asaf Ali Road
ew Delhi ndash 110 002
Tel +91 (011) 23253488
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DABUR WORLD WIDE
Daburs mission of popularizing a natural lifestyle transcends national boundaries Today
there is global awareness of alternative medicine nature-based and holistic lifestyles and
an interest in herbal products Dabur has been in the forefront of popularizing this
alternative way of life marketing its products in more than 50 countries all over the
world
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34
Our products World Wide
We have spread ourselves wide and deep to be in close touch with our overseas
consumers
Offices and representatives in Europe America and Africa
A special herbal health care and personal care range successfully selling in
markets of the Middle East Far East and several European countries
Inroads into European and American markets that have good potential due to
resurgence of the back-to-nature movement
Export of Active Pharmaceutical Ingredients (APIs) manufactured under strict
international quality benchmarks to Europe Latin America Africa and other Asian
countries
Export of food and textile grade natural gums extracted from traditional plant
sources
Partnerships and Production
Strategic partnerships with leading multinational food and health care
companies to introduce innovations in products and services
Manufacturing facilities spread across 3 overseas locations to optimise
production by utilising local resources and the most modern technology available
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35
OVERVIEW OF FMCG SECTOR IN INDIA
The Indian FMCG sector is
the fourth largest sector
in the economy with a
total market size in excess
of US$ 131 billion It has
a strong MNC presence
and is characterised by a
well-established
distribution network
intense competition
between the organised and
unorganised segments and
low operational cost Availability of key raw materials cheaper labour costs and
presence across the entire value chain gives India a competitive advantageThe FMCG market is set to treble from US$ 116 billion in 2003 to US$ 334
billion in 2015 Penetration level as well as per capita consumption in most
product categories like jams toothpaste skin care hair wash etc in India is low
indicating the untapped market potential Burgeoning Indian population
particularly the middle class and the rural segments presents an opportunity to
makers of branded products to convert consumers to branded products Growth is
also likely to come from consumer upgrading in the matured product categories
With 200 million people expected to shift to processed and packaged food by
2010 India needs around US$ 28 billion of investment in the food-processing
industry
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36
India is one of the largest emerging markets with a population of over one billion
India is one of the largest economies in the world in terms of purchasing power
and has a strong middle class base of 300 millionAround 70 per cent of the total
households in India (188 million) resides in the rural areas The total number of
rural households are expected to rise from 135 million in 2001-02 to 153 million
in 2009-10 This presents the largest potential market in the world The annual
size of the rural FMCG market was estimated at around US$ 105 billion in 2001-
02 With growing incomes at both the rural and the urban level the market
potential is expected to expand further
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TMarketing Mi
Product Place
Target
Market
Price Promotion
The firm attempts to generate a positive response in the target market by blending
these four marketing mix variables in an optimal manner
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38
A Summary Table of the Marketing Mix
The following table summarizes the marketing mix decisions including a list of
some of the aspects of each of the 4Ps
Summary of Marketing Mix Decisions
Product Price Place Promotion
Functionality
Appearance
Quality
Packaging
Brand
Warranty
ServiceSuppor
t
List price
Discounts
Allowances
Financing
Leasing
options
Channel members
Channel
motivation
Market coverage
Locations
Logistics
Service levels
Advertising
Personal
selling
Public
relations
Message
Media
Budget
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DABUR FOODS SELLING PROCESS
Dabur food process of selling starts from stockiest
CampFA dose not have any process to play in the process of selling of dabur
foods products They are just Clearing amp Forwarding Agents they store the
manufacturing products and then supply it to stockiest
Stockiest pay the money to dabur foods through demand draft
Stockiest further sells the products to retailers
Retailer finally sells the products to consumers
MARKETING HOW DABUR FOODS IS USING MIX
Product
Appearance Dabur tries to make its products appear very attractive
Quality Quality of the product is really unmatchable as it is tested number of
times and its products are processed using very advanced machinery and
technology
Packaging Dabur products packaging is done in such a way that its juices does
not get expired before 6 months inspite of perishable products
Brand Dabur itself is a very reputed and well known brand in the market and its
Real juice is also known all over India
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40
Warranty Dabur as such does not gives any warranty but if there is any problem
in its products before expiry then they replace the product
ServiceSupport Dabur foods provide full support to its stockiest retailers and
consumers what so ever the problem is
Price
List price Dabur decide its price according to its competitors and the price
structure is different for retailers and stockiest
Discounts There are different discounts for retailers stockiest and consumer from
time to time
Allowances Special allowances are gicen to stockiest sales man if he acives his
targets
Place
Channel members Channel members or business partners of dabur are its
stockiest retailers
Channel motivation Channel motivation for dabur is pull and push strategy
Market coverage Dabur Foods has a distribution network that covers 175 towns
and 75 thousand retail outlets making its product available to the consumers across
the country at ease
Locations Dabur foods try to cover or tries to place its products in each and every
shop and every location
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Promotion
Advertising Dabur products are advertised through television newspapers
magazine etc
Personal selling Dabur hardly do any personal selling except in tent shows and
road shows Same for less amp more for same
Media Media of promotion is TV Radio newspapers magazine
Budget Budget is Decided by finance team for different strategic business unit
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Critique of selling
In theory the purpose of selling is to help a customer realize his or her goals in an
economic fashion However in reality this is not always the case Customers can be influenced to purchase a product or service that initially was not of interest to
them Some salespeople are trained in the art of selling customers things they dont
need
Take for example the purchasing of a car a consumer may have a set of cars in
mind (called an evoked set) that she feels match her needs wants and budget She
may seek the advice of a salesperson given that a salesperson can help her realize
the right car given those criteria This can be a socially useful function salespeople
have specialized knowledge of products that can help consumers make an informed
decision However a salesperson may also talk a consumer into purchasing a more
expensive or perhaps larger car then she needs or can afford In this context the
salesperson may have usefully helped the customer re-evaluate her needs thereby
establishing a new set of appropriate choices among which included the newer orlarge car This again would be a helpful and useful service provided by the
salesperson However it is sometimes the case that customers purchase a product
or service that was not initially intended and remains an inappropriate purchase
after the fact On the other hand the consumer in this scenario can be held partially
responsible for the inappropriate purchase indeed A fool and his money are soon
parted (PT Barnum English proverbs)
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This dysfunctional behavior is encouraged by
Incentives of salespeople to increase their total number of sales especially where
retailers keep track of sales or offer commission-based salaries
Incentives from the manufactures of products or the companies of service
providers to salespeople to sell their products where other similar products
offered by competitors are offered
The incentive to sell a customer a product that is in need of being cleared
out despite the fact that a customer may be better to wait for the new
product
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Channel Of Distributions
Manufacturing Plant
Clearing and forwarding agent (different regions)
Stockist A Stockist B Stockist C
Retailers Retailers Retailers Retailers Retailers Retailers
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CONSUMERS
The above diagram it shows channel of distribution of dabur foods here first the products are manufactured and from Manufacturing plants the packed goods are
supplied to Clearing And Forwarding Agents(CampFA) and from here the goods are
then further supplied to number of Stockiest or Distributors from here goods
reaches to large number of Retailers and it is the duty of Stockiest to take orders
from retailers and then supply the goods to them this work is generally done by
stockiest salesman through ready stock or by taking orders first and then placing
the order From here the goods finally reaches to Customers Customer purchases
the product from retailers
This was the basic Channel of Distribution used by Dabur Foods now I will throw
light on each channel of distribution of Dabur Foods
Supply Chain Management
Supply chain management starts before physical distribution it involves procuring
the right inputs (raw materials components and capital equipment) converting
them into finished products and dispatching them to the final destinations The
supply chain perspective can help identify superior suppliers and distributors and
help them improve productivity which ultimately brings down the companyrsquos
costs
A broader view sees a company at the center of a value network that
includes its suppliers its immediate customers and their end customers The value
network includes valued relations with others such as university researchers
government approval agencies and so on
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MANUFACTURING PLANT
Dabur Foods has Number of products in its product line but its main area of
interest or the product on which they concentrate the most is Real Juice amp Coolers
Dabur has its manufacturing plant at Nepal and at Jaipur where juice is
manufactured and tested
PROCUREMENT amp TRANSPORT
Getting the raw material and packaging material requirement from the
production unit in charge
Constant updates on the procurement of materials and transport details
Production details and ingredient content information from the different personnel and coordinating this activity
PACKAGING
Approval and coordination of the supply of packaging material to the
production unit
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CLEARING AND FORWARDING AGENTA (CampFA)
From manufacturing plant the stock is transported or supplied to clearing
and forwarding agents
Clearing and Forwarding Agents is a third party and Dabur gives contract to
them so company has nothing to do in building the relationship with them
Here CampFA keep or stock the goods with them
They charge dabur for stocking the good and even dabur donrsquot mind doing
so as it is a measure of cost cutting as well as there is no need for gowdowns
and maintenance
For Ghazizbad Meerut Delhi NCR there is one CampFA whish is situated in
Mohan Nagar here all goods which dabur foods hare kept here
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STOCKIEST OR DISTRIBUTORS
Stockiest store the products in their godowns CampFA supplies the goods to
them as per their order
Stockiest has some sales men working under him they are known as
stockiest sales man Their work is to place the products in the market and
take order from retailers and then supply goods to them
Sales man either take ready stock with them or they first take orders and
then supply goods later on
There is a beat which is a schedule route of sales man means sales man has
to daily cover the route as mention in the beat
Merchandising making products visible pasting posters putting banners
and seeing that goods are properly placed in the retail outlets is also the duty
of stockiest sales man
Companiesrsquo sales officer keeps a check on the stockiest and monthly report
is also prepared which is further analyzed by ASM amp ZSM
In Noida Dabur has 1 stockist and in Ghaziabad 1
RETAILERS
Retailers are backbone of the company as they are the one who can take the
product on new heights or can bring it down to toes
Stockiest supplies goods to retailers and tries Persuading retailers to give the
brand special displays (using merchandising tools) to get affective brand
presence and arranging it in more noticeable manner
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Classification of outlets in different type of markets is different according to
their sales volume
TYPES OF RETAILS OUTLETS
Class Average Monthly Business
A Above 10000
B 5000-10000
C Upto 5000
Margin of retailers is always higher than stockiest
Retailers are the one who have direct contact with the customers
Dabur Foods has a distribution network that covers 175 towns and 75
thousand retail outlets making its product available to the consumers across
the country at ease
TYPES OF RETAIL MARKET
The retail market can be classified on the basis of magnitude of retail
SCATTERED MARKET
Lesser no of outlets and
Extensive outlets
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BLOCK MARKET
Large no of retail outlets in chunk
SUPER MARKET
Through their superior information logistical systems and buying power deliver
good service and immense volumes of products at attractive prices
CHAIN OUTLETS
Having more than one key outlet all across with a single control unit and central
purchasing strategy
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M PRODUCT LINE
Foods
Real
Real Activ
Hommade
Lemoneez
Capsico
Health Care
Baby Care
Dabur Lal Tail
Dabur Baby Olive Oil
Dabur Janma Ghunti
Health Supplements
Dabur Chyawanprash Dabur Glucose D
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Digestives
Hajmola Yumstick
Hajmola Mast Masala
Anardana
Hajmola
Hajmola Candy
Hajmola Candy Fun2
Pudin Hara (Liquid and Pearls)
Pudin Hara G
Dabur Hingoli
Natural Cures
Shilajit Gold
Nature Care Sat Isabgol
Shilajit
Ring Ring
Itch Care
Backaid
Shankha Pushpi Dabur Balm
Sarbyna Strong
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Personal Care
Hair Care Oil
Amla Hair Oil
Amla Lite Hair Oil
Vatika Hair Oil
Anmol Sarson Amla
Hair Care Shampoo
Anmol Silky Black Shampoo
Vatika Henna Conditioning Shampoo
Vatika AntiDandruff Shampoo
Anmol Natural Shine Shampoo
Oral Care
Dabur Red Gel
Dabur Red Toothpaste
Babool Toothpaste
Dabur Lal Dant Manjan
Dabur Binaca
Toothbrush
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Dabur Amongst Top Three Most
Respected FMCG Companies
Dabur Real Bags Gold In Readers
Digest Trusted Brand Awards
Dabur Figures In Top Great PlaceTo Work 2006 List
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Dabur has been ranked
amongst Indias Most
Innovative Companies by
a Business Today-Monitor
Group survey
Hajmola has been ranked
34th in Indiarsquos 100 Most
Valuable Brands list
Hajmola one of the
strongest brands in
Daburs portfolio
has been listed
among the Top 18
Iconic Brands in
India that have
stood the test oftime
Dabur Indiarsquos fruit juice
brand Reacuteal awarded the
Three Dabur brands --
Hajmola Dabur Amla and
Hajmola moves up
11 spots to take the
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Readerrsquos Digest Gold
Trusted Brand Award
2008 in the food amp
beverages category
Vatika -- have debuted in
the Economic Times
Brand Equitys Most
Trusted Brands 2008 list
Besides Dabur Foods has
climbed up to take the
40th spot
34th position
among Indias Top
100 Most Valuable
Brands of 2008
released by 4Ps and
ICMR
Dabur India Ltd has been ranked 28th in the list of Indias Top 50 Most
valuable (Company) Brands by Brand Finance
newu was voted the Most
Admired New Retail
Launch of the year at
Images Retail Awards
Dabur India CEO Mr
Sunil Duggal was named
Best Corporate Leader of
2008 at the BampE
Leadership and Excellence
Dabur India Ltd
was ranked the
Business Leader in
the FMCG -
Personal Care
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Awards Category at the
NDTV Profit
Business
Leadership Award
2008
Dabur India Ltd CEO Mr
Sunil Duggal has been
ranked among Indias
Most valueable CEOs by
Business World
Dabur India Ltd has been listed among the Super
100 of India Inc prepared by Business India
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Dedicated to the health and well being of every household
This is our company We accept personal responsibility and accountability to meet business needs
We all are leaders in our area of responsibility with a deep commitment to deliver results We are determined to be the best at doing what matters most
People are our most important asset We add value through result driven training and we encourage amp reward excellence
We have superior understanding of consumer needs and develop products to fulfill them better
We work together on the principle of mutual trust amp transparency in a boundary-less organisation We are intellectually honest in advocating proposals includingrecognizing risks
Continuous innovation in products amp processes is the basis of our success
We are committed to the achievement of business success with integrity We are honest with consumers with business partners and with each other
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INTRODUCTION OF DABUR CHYWANPRASH
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Dabur Chyawanprash the trusted name for your entire familys health
Dabur Chyawanprash has anti-oxidant properties amp strengthens your bodysinternal defense mechanism the immune system thereby protecting you fromeveryday infections cough cold amp stress etc
At a time when flu and viruses are everywhere your immunity system provides the best prevention from these deadly diseases Chyawanprash a time-tested age-
old formulation has a number of herbs like Amla known to be one of the bestantioxidants Giloy (Guduchi) known to have immuno modulatory properties andhas more than 40 other natural ingredients to boost immunity
Dabur Chyawanprash The Health Giver
Derived from 2500-year-old Ayurvedic formula
Totally chemical-free natural and safe Powerful combination of herbs and plant extracts in a
base of Amla fruit pulp Refined by Dabur to provide traditional goodness with best quality
Reinforces the immune system amp helps fight disease Trusted health provider of a majority of Indian households
Usage
Dabur Chyawanprash has a tangy sweet-sour taste and the consistency of jamIt can be taken directly or with milk and as bread spread In all cases itstherapeutic properties remain stable and active In winters have a glass ofwarm milk after having Chyawanprash In summers have a glass of cold milkafter having Chyawanprash
Dose
1-2 teaspoonful
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STP ANALYSIS OF DABUR CHYAWANPRASH
SEGMENTATION
Dabur Chyawanprash is the market leader in the Chyawanprash segment It
comes under the category of health supplements The segments that it considers
are growing kids competitive youth ever busy housewives and the aged
For the growing kids In todays competitive environment the children are under
high pressure to excel
For the competitive youth Modern life keeps the youth busy and demands them
to be active and efficient
For ever-busy housewives The homemaker needs to be fit in order to shoulder
all responsibilities
For the aged Old age weakens a person physically and mentally
After segmenting the population into these categories it aims to keep them fit
and healthy
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TARGETING
Traditionally chyawanprash was supposed to be a health supplement for the
aged and kids Dabur Chyawanprash (DCP) is now targeting adults housewives
youth and kids This it is trying to achieve through its promotion activities by
making Amitabh Bacchan and Vivek Oberoi do the endorsement act Amitabh
has been projected as a user of Chyawanprash attempting to establish the
relevance of DCP amongst the adults in todayrsquos demanding lifestyle Vivek who
represents an urban ambitious non-user with a mindset that Chyawanprash is not
for him meets his moment of truth when outperformed by a young
Chyawanprash user thus reaching out to kids His final conversion from a non-
user to a Chyawanprash user connects with the Youth These two ads compliment
each other and connect very well with the targeted consumers
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POSITIONING
Andar se strongrdquo Dabur chyawanprash has the tag line Andar se strongrdquo By
using a natural language instead of scientific language it is able to connect with
the consumers and is able to achieve a better positioning in the minds of the
Indian health conscious consumer A category like Chyawanprash for instance
needs to understand that in employing the category language it loses any chance
of expressing its own benefit distinctively
Holistic Health benefit of Ayurveda Dabur Chyawanprash helps in stimulating
immune system relieving stress improving stamina fighting aging through anti-
oxidant property improving lung function fighting respiratory infections amp
building resistance to disease The brand conveys this health conscious holistic
view of the product
Brand Trust Over 100 years of Daburrsquos experience in Ayurveda ensures selection
processing and quality control of right herbs along with scientific and clinical
studies ndash makes DCP a trustworthy offering for consumers Consumers view DCP
as a product by a trusted brand and therefore do not need to think twice beforemaking a purchasing decisio
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MARKETING MIX OF DABUR CHYAWANPRASH
Dabur Chyawanprash is the market leader in the chyawanprash segment and has
achieved this with its innovative product offering pricing strategy easy
availability and promotion campaigns In the marketing mix of Dabur we shall be
discussing the 4 Ps of marketing mix with respect to Dabur Chyawanprash The
mix shall be analyzed as followed
Product
Price
Place
Promotion
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Product Price Promotion Place
bull Product
Variety
bull Quality
bull Design
bull Features
bull Brand
Names
bull Services
bull List Price
bull Discount
bull Financing
Schemes
bull Credit Terms
bull Advertising amp
Promotion
bull Public Relations
bull Sponsorships
bull Internet
Marketing
bull Channels
bull Location
bull Inventory
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PRODUCT
Dabur Chyawanprash is the leader in the Chyawanprash category
and enjoys a market share of 61 per cent In 50s Dabur pioneered the
concept of branded Chyawanprash and since has invested heavily in
product development clinical studies and consumer awareness The
product is essentially a health supplement
Known as the ldquoelixir of liferdquo Chyawanprash has (clinically) proven benefits in
maintaining smooth body functioning The principal ingredient Amla (Indian
Gooseberry) acts as an anti-oxidant and immuno-stimulant Dabur Chyawanprash
helps in stimulating immune system relieving stress improving stamina fighting
aging through anti-oxidant property improving lung function fighting respiratory
infections amp building resistance to disease It is these properties that make Dabur
Chyawanprash a preferred choice for its users
Ingredients of Dabur Chyawanprash
Vishwast Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts
Special Vishwast fortified with additional health beneficial herbs like
Keshar Akarkara etc
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Packaging
n
The figure above shows the evolution of the packaging of Dabur Chyawanprash
Dabur continuously innovates the package and branding of its chayawanprash It
launched Dabur Chyawanprash first in 1949 in a tin pack and it was the first
branded Chyawanprash in India Later Dabur came out with its new packet of
Chyawanprash with Amitabh Bachchan as their brand ambassador It also
received ldquoBrand Relaunch of the Year ldquoaward from IMA
Available in
Dabur Chyawanprash is available in three sizes to cater to the needs of different
types of people
1 One kilogram pack
2 500 gram pack
3 250 gram pack
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PRICE
The pricing of Dabur chyawanprash is very competitive Dabur chyawanprash uses
second degree price discrimination ie more the quantity lower the price
1kg Rs19500
500gms Rs11000
250gms Rs 6200
PRICEQUALITY MATRIX
Pricerarr
Quality
darr
High Middle Low
High
Luxury
Segment
Ideal For
Penetration
DABUR
CHYAWANPRASH
Premiere
Offering
Middle
Overpriced Average Real
Bargain
Low
Make The Sale
and Run
Unhappy
Customers
Cheap
Goods
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PLACE
Dabur has a very wide distribution of its products through 16 million retail outlets
and 50 C amp F agents all over India who distribute products to the retailers Adistribution of C amp F agents and manufacturing locations is given below
Daburrsquos distribution network extends beyond India in the following countries as
well
Distribution Network
Central North amp South America
Australia
Asia
Middle East
North amp South Africa
East amp West Europe
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PROMOTION
The main form of promotional activities of Dabur chyawanprash are concentrated
towards advertising and it has neglible sales promotional activities
Advertising
Nothing can happen without establishing the brandrsquos heritage emphasizing
technological prowess explaining benefits and building bonds with prospective
buyers Ads are necessary because the images are still mouldable and fluid and
the consumerrsquos sophistication level is low Dabur chyawanprash is advertised on
print media as well as on television
The company has launched two ads one each with Amitabh and Vivek in
national electronic media followed by a series of print media campaign directed
towards creating awareness to educate people about the holistic benefits of
ChyawanprashThe ads have been created by McCann Ericsson and the company
would be spending close to Rs 10 crore in promotional campaign this year The
ads would also be translated in Bengali These advertisements are supposed to
target the old and the younger generation respectively
Thecompany has launched a new ad with MS Dhoni who is leader of Indian
cricket team
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SWOT ANALYSIS OF DABUR
STRENGTHS
Strong presence in well defined
niches( like value added Hair Oil and
Ayurveda specialities)
Core knowledge of Ayurveda as
competitive advantage
Strong Brand Image
Product Development Strength
Strong Distribution Network
Extensive Supply Chain
IT Initiatives
R amp D ndash a key strength
WEAKNESS
Seasonal Demand( like
chyawanprash in winter and Vatika not
in winter)
Low Penetration(Chyawanprash)
High price(Vatika)
Limited differentiation (Vatika)
Unbranded players account for
the 23rd of the total market(Vatika)
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OPPORTUNITIES
Untapped
Market(Chyawanprash)
Market Development
Export opportunities
Innovation
Increasing income level of the
middle class Creating additional consumption
pattern
THREATS
Existing Competition( like
Himani baidyanath and Zandu for
Dabur Chyawanprash and MaricoKeo
Karpin HLL and Bajaj for Vatika Hair Oil)
New Entrants
Threat from substitutes (like
Bryllcream for Vatika hair oil)
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OBJECTIVE OF THE STUDY
The major objective of the survey is to collect the data from outlets in the
specified areas where cold drinks are to be sold
To make an assessment of availability of several brands of dabur in
different packs and size in the specified areas
To make an assessment of market presence program of the dabur
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Research Methodology
Data collection
Sample unit
1) working people (including men amp women) amp housewife
2) college students
3) school students
4) senior citizens
5) Retailer
Sample size
1 working people amp housewife 30
2 college students 25
3 school students 20
4 senior citizens 15
5 Retailer 10
Sampling techniques
Judgmental sampling techniques used
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Sampling region
Sampling region will be DELHI in rural area
Data collection method
1 Primary data It will be collected with the help of a self administered
questionnaire
2 Secondary data it will be collected with the help of books research
papers magazines news papers journals internet etc
3
Research instruments
Questionnaire design
As the questionnaire is self administrated one the survey will be simple and user
friendly Words used in questionnaire will be readily understandable to all
respondent Also technical jargons will be avoided to ensure that there is no
confusion for respondents
Data Analysis - Data analysis will be done with the help of MS Excel and SPSS
Software
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DATA ANALYSIS
DABUR CHYAWANPRASH
1 AWARNESS LEVEL
I
NTERPRETATION-
According to serveyAll person are know the dabur100 person of dabur65
person kmow the Baidyanathamp Dabur 40 people of HimaniBaidyanath and
Dabur 60 person of ZanduHimaniBaidyanath and Dabur
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2 PREFERRED BRAND
INTERPRETATION-
According to servey60 person are preferred dabur product 15 person are
preferred Baidynath product 15 person are preferred Himani product 10 person
are preferred Zandu
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3SATISFACTION LEVEL
INTERPRETATION-
According to servey100 satisfaction level of dabur product 80 satisfaction level
of Baidynath product 80 satisfaction level of Himani product
60 satisfaction level of Zandu product
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4 REASONS FOR SELECTING A PARTICULAR BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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5HOW DID YOU COME TO KNOW ABOUT THIS BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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6 PREFERRED PACK SIZE
INTERPRETATION-
According to servey50 person are preferred 500gm product 30 person are
preferred 1kg product 20 person are preferred 250gm product
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8 REASON TO SELECT PREFERRED PACK SIZE
INTERPRETATION-
According to servey20 person are select product of itrsquos availability pack size
40 person are select product of itrsquos price pack size 25 person are select
product of itrsquos family pack size 15 person are select product of itrsquos storage
pack size
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9 FREQUENCY OF
PURCHASE
INTERPRETATION-
According to servey30 People are purchase product after one month 55
People are purchase product after two months 15 People are purchase
product after six months
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COMPETITOR ANALYSIS
The key competitorrsquos of Dabur in the Chyawanprash segment are Baidyanath
Zandu and Himani which together with Dabur have about 85 of Indias domestic
market
Dabur is Indias largest Ayurvedic medicine supplier and the fourth largest
producer of FMCG It was established in 1884 and had grown to a business level
in 2003 of about 650 million dollars per year though only a fraction of that is
involved with Ayurvedic medicine Dabur Chyawanprash (herbal honey) has a
market share of 61We have tried to analyse the competition for Dabur in the
Chyawanprash segment as follows
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The Himani Group
It founded in 1974 provides a diverse range of products doing 110 million dollars
of business annually though only a portion is involved with Ayurvedic products
through its Himani line the company is mainly involved with toiletries and
cosmetics but also provides Chyawanprash and other health productsIts market
share is 12
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CONCLUSIONS
The Chyawanprash Industry is yet to capture the beverage market in full swing Packed Chyawanprash
followed by Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts the market The consumerrsquos patriotic love for tea and coffee is unfared
Chyawanprash are yet to establish their supplement use in the average household here in lies the great
opportunities Within the market it is safe to conclude that dabur has hit off ratherwell with the
masses
dabur has clearly lost it head start advantage and thereby acquiring just 35 of the market share while
others enjoys rest of the market share This could be well attributed to dabor successful ATA
(Availability Taste and Affordability) marketing module the attributes most rated by the consumersLack of publicity has hampered the growth progress of the brand so aggressive advertising is needed to
promote Chyawanprash and vatika hair oil brand
The brands such as that of Chyawanprash by vednath Chyawanprash with its lsquosonacahndi lsquoMinute-
madersquo and also US food giantssDel Monte are ready to hit the Chyawanprash market very soon
As the strategies of the companies keeps on changing be it in Chyawanprash industry a company has
to create perceptions and cover them into realities It is an expensive proposition requiring huge
expenditure on advertising sponsorships and media Thus the ideal company will be the one which
combines the high end technology with consumer insight
As 16 of the excise duty is exempted on food products in this budget Many food companies including
Dabur got benefited from it On the analysis of survey it was found that target Market of Chyawanprash
want quality benefit rather then Price benefit so it is better to stress on quality rather than on
decreasing price to increase sales and profit
To increase market share Dabur should give slight price benefit on Dabur brand so that customers of
other Juice brand should switch from other brand to Dabur brand
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Findings
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey100 satisfaction level of dabur product 80 satisfaction level of
Baidynath product 80 satisfaction level of Himani product 60 satisfaction level of
Zandu product
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis According to servey50 person are preferred 500gm
product 30 person are preferred 1kg product 20 person are preferred 250gm
product
According to servey20 person are select product of itrsquos availability pack size 40
person are select product of itrsquos price pack size 25 person are select product of itrsquos
family pack size 15 person are select product of itrsquos storage pack size
According to servey30 People are purchase product after one month 55 People are
purchase product after two months 15 People are purchase product after six months
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LIMITATIONS
No study is free from limitations The limitations of this study can be
Sample size taken is small and may not be sufficient to predict theresults with 100 accuracy
The result is based on primary and secondary data that has itrsquos own limitations
The study only covers the area of Delhi that may not beapplicable to other areas
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RECOMMENDATIONS
Focus on growing core brands across categories
Reaching out to new geographies within Hapur area
Improve operational efficiencies by leveraging technology
Be the preferred company to meet the health and personal grooming needs of
our target consumers with safe efficacious natural solutions by synthesizing the
deep knowledge of ayurveda and herbs with modern science
Provide consumers with innovative products within easy reach
Vatika hair care centre On the lines of Maricorsquos Kaya Skin Clinic Dabur
could start a venture called Vatika hair care centre which would provide total hair
care solutions It could have hair care experts to solve hair problemsServices could
include dandruff treatment straightening of hair treatment for split endsetc
Position Dabur Chyawanprash as not more of a medicine but as something
which is necessary for health
More initiatives like ldquo Dabur ki Deewarrdquo to increase brand visibility It is an
initiative to occupy shelf space
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BIBLIOGRAPHY
Books
Marketing Management Twelfth Edition ndash Philip Kotler amp Kevin Lane Keller
Websites
wwwgooglecom
wwwdaburcom
wwwtutor2unet
wwwbrandchannelcom
The time of india
Forbs magazing
Hinustan time
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YES NO
7Which pack size do you prefer
YES NO
8On what parameters do you choose this pack size
YES NO
9 how do u increase the company position
YES NO
10 how you increase your company position in market agains other company
YES NO
![Page 32: Making by Th Harsh Pandit](https://reader033.vdocuments.mx/reader033/viewer/2022052406/577cd3191a28ab9e7896af7d/html5/thumbnails/32.jpg)
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DABUR WORLD WIDE
Daburs mission of popularizing a natural lifestyle transcends national boundaries Today
there is global awareness of alternative medicine nature-based and holistic lifestyles and
an interest in herbal products Dabur has been in the forefront of popularizing this
alternative way of life marketing its products in more than 50 countries all over the
world
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Our products World Wide
We have spread ourselves wide and deep to be in close touch with our overseas
consumers
Offices and representatives in Europe America and Africa
A special herbal health care and personal care range successfully selling in
markets of the Middle East Far East and several European countries
Inroads into European and American markets that have good potential due to
resurgence of the back-to-nature movement
Export of Active Pharmaceutical Ingredients (APIs) manufactured under strict
international quality benchmarks to Europe Latin America Africa and other Asian
countries
Export of food and textile grade natural gums extracted from traditional plant
sources
Partnerships and Production
Strategic partnerships with leading multinational food and health care
companies to introduce innovations in products and services
Manufacturing facilities spread across 3 overseas locations to optimise
production by utilising local resources and the most modern technology available
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OVERVIEW OF FMCG SECTOR IN INDIA
The Indian FMCG sector is
the fourth largest sector
in the economy with a
total market size in excess
of US$ 131 billion It has
a strong MNC presence
and is characterised by a
well-established
distribution network
intense competition
between the organised and
unorganised segments and
low operational cost Availability of key raw materials cheaper labour costs and
presence across the entire value chain gives India a competitive advantageThe FMCG market is set to treble from US$ 116 billion in 2003 to US$ 334
billion in 2015 Penetration level as well as per capita consumption in most
product categories like jams toothpaste skin care hair wash etc in India is low
indicating the untapped market potential Burgeoning Indian population
particularly the middle class and the rural segments presents an opportunity to
makers of branded products to convert consumers to branded products Growth is
also likely to come from consumer upgrading in the matured product categories
With 200 million people expected to shift to processed and packaged food by
2010 India needs around US$ 28 billion of investment in the food-processing
industry
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India is one of the largest emerging markets with a population of over one billion
India is one of the largest economies in the world in terms of purchasing power
and has a strong middle class base of 300 millionAround 70 per cent of the total
households in India (188 million) resides in the rural areas The total number of
rural households are expected to rise from 135 million in 2001-02 to 153 million
in 2009-10 This presents the largest potential market in the world The annual
size of the rural FMCG market was estimated at around US$ 105 billion in 2001-
02 With growing incomes at both the rural and the urban level the market
potential is expected to expand further
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TMarketing Mi
Product Place
Target
Market
Price Promotion
The firm attempts to generate a positive response in the target market by blending
these four marketing mix variables in an optimal manner
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A Summary Table of the Marketing Mix
The following table summarizes the marketing mix decisions including a list of
some of the aspects of each of the 4Ps
Summary of Marketing Mix Decisions
Product Price Place Promotion
Functionality
Appearance
Quality
Packaging
Brand
Warranty
ServiceSuppor
t
List price
Discounts
Allowances
Financing
Leasing
options
Channel members
Channel
motivation
Market coverage
Locations
Logistics
Service levels
Advertising
Personal
selling
Public
relations
Message
Media
Budget
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DABUR FOODS SELLING PROCESS
Dabur food process of selling starts from stockiest
CampFA dose not have any process to play in the process of selling of dabur
foods products They are just Clearing amp Forwarding Agents they store the
manufacturing products and then supply it to stockiest
Stockiest pay the money to dabur foods through demand draft
Stockiest further sells the products to retailers
Retailer finally sells the products to consumers
MARKETING HOW DABUR FOODS IS USING MIX
Product
Appearance Dabur tries to make its products appear very attractive
Quality Quality of the product is really unmatchable as it is tested number of
times and its products are processed using very advanced machinery and
technology
Packaging Dabur products packaging is done in such a way that its juices does
not get expired before 6 months inspite of perishable products
Brand Dabur itself is a very reputed and well known brand in the market and its
Real juice is also known all over India
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Warranty Dabur as such does not gives any warranty but if there is any problem
in its products before expiry then they replace the product
ServiceSupport Dabur foods provide full support to its stockiest retailers and
consumers what so ever the problem is
Price
List price Dabur decide its price according to its competitors and the price
structure is different for retailers and stockiest
Discounts There are different discounts for retailers stockiest and consumer from
time to time
Allowances Special allowances are gicen to stockiest sales man if he acives his
targets
Place
Channel members Channel members or business partners of dabur are its
stockiest retailers
Channel motivation Channel motivation for dabur is pull and push strategy
Market coverage Dabur Foods has a distribution network that covers 175 towns
and 75 thousand retail outlets making its product available to the consumers across
the country at ease
Locations Dabur foods try to cover or tries to place its products in each and every
shop and every location
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Promotion
Advertising Dabur products are advertised through television newspapers
magazine etc
Personal selling Dabur hardly do any personal selling except in tent shows and
road shows Same for less amp more for same
Media Media of promotion is TV Radio newspapers magazine
Budget Budget is Decided by finance team for different strategic business unit
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Critique of selling
In theory the purpose of selling is to help a customer realize his or her goals in an
economic fashion However in reality this is not always the case Customers can be influenced to purchase a product or service that initially was not of interest to
them Some salespeople are trained in the art of selling customers things they dont
need
Take for example the purchasing of a car a consumer may have a set of cars in
mind (called an evoked set) that she feels match her needs wants and budget She
may seek the advice of a salesperson given that a salesperson can help her realize
the right car given those criteria This can be a socially useful function salespeople
have specialized knowledge of products that can help consumers make an informed
decision However a salesperson may also talk a consumer into purchasing a more
expensive or perhaps larger car then she needs or can afford In this context the
salesperson may have usefully helped the customer re-evaluate her needs thereby
establishing a new set of appropriate choices among which included the newer orlarge car This again would be a helpful and useful service provided by the
salesperson However it is sometimes the case that customers purchase a product
or service that was not initially intended and remains an inappropriate purchase
after the fact On the other hand the consumer in this scenario can be held partially
responsible for the inappropriate purchase indeed A fool and his money are soon
parted (PT Barnum English proverbs)
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This dysfunctional behavior is encouraged by
Incentives of salespeople to increase their total number of sales especially where
retailers keep track of sales or offer commission-based salaries
Incentives from the manufactures of products or the companies of service
providers to salespeople to sell their products where other similar products
offered by competitors are offered
The incentive to sell a customer a product that is in need of being cleared
out despite the fact that a customer may be better to wait for the new
product
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Channel Of Distributions
Manufacturing Plant
Clearing and forwarding agent (different regions)
Stockist A Stockist B Stockist C
Retailers Retailers Retailers Retailers Retailers Retailers
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CONSUMERS
The above diagram it shows channel of distribution of dabur foods here first the products are manufactured and from Manufacturing plants the packed goods are
supplied to Clearing And Forwarding Agents(CampFA) and from here the goods are
then further supplied to number of Stockiest or Distributors from here goods
reaches to large number of Retailers and it is the duty of Stockiest to take orders
from retailers and then supply the goods to them this work is generally done by
stockiest salesman through ready stock or by taking orders first and then placing
the order From here the goods finally reaches to Customers Customer purchases
the product from retailers
This was the basic Channel of Distribution used by Dabur Foods now I will throw
light on each channel of distribution of Dabur Foods
Supply Chain Management
Supply chain management starts before physical distribution it involves procuring
the right inputs (raw materials components and capital equipment) converting
them into finished products and dispatching them to the final destinations The
supply chain perspective can help identify superior suppliers and distributors and
help them improve productivity which ultimately brings down the companyrsquos
costs
A broader view sees a company at the center of a value network that
includes its suppliers its immediate customers and their end customers The value
network includes valued relations with others such as university researchers
government approval agencies and so on
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46
MANUFACTURING PLANT
Dabur Foods has Number of products in its product line but its main area of
interest or the product on which they concentrate the most is Real Juice amp Coolers
Dabur has its manufacturing plant at Nepal and at Jaipur where juice is
manufactured and tested
PROCUREMENT amp TRANSPORT
Getting the raw material and packaging material requirement from the
production unit in charge
Constant updates on the procurement of materials and transport details
Production details and ingredient content information from the different personnel and coordinating this activity
PACKAGING
Approval and coordination of the supply of packaging material to the
production unit
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47
CLEARING AND FORWARDING AGENTA (CampFA)
From manufacturing plant the stock is transported or supplied to clearing
and forwarding agents
Clearing and Forwarding Agents is a third party and Dabur gives contract to
them so company has nothing to do in building the relationship with them
Here CampFA keep or stock the goods with them
They charge dabur for stocking the good and even dabur donrsquot mind doing
so as it is a measure of cost cutting as well as there is no need for gowdowns
and maintenance
For Ghazizbad Meerut Delhi NCR there is one CampFA whish is situated in
Mohan Nagar here all goods which dabur foods hare kept here
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STOCKIEST OR DISTRIBUTORS
Stockiest store the products in their godowns CampFA supplies the goods to
them as per their order
Stockiest has some sales men working under him they are known as
stockiest sales man Their work is to place the products in the market and
take order from retailers and then supply goods to them
Sales man either take ready stock with them or they first take orders and
then supply goods later on
There is a beat which is a schedule route of sales man means sales man has
to daily cover the route as mention in the beat
Merchandising making products visible pasting posters putting banners
and seeing that goods are properly placed in the retail outlets is also the duty
of stockiest sales man
Companiesrsquo sales officer keeps a check on the stockiest and monthly report
is also prepared which is further analyzed by ASM amp ZSM
In Noida Dabur has 1 stockist and in Ghaziabad 1
RETAILERS
Retailers are backbone of the company as they are the one who can take the
product on new heights or can bring it down to toes
Stockiest supplies goods to retailers and tries Persuading retailers to give the
brand special displays (using merchandising tools) to get affective brand
presence and arranging it in more noticeable manner
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Classification of outlets in different type of markets is different according to
their sales volume
TYPES OF RETAILS OUTLETS
Class Average Monthly Business
A Above 10000
B 5000-10000
C Upto 5000
Margin of retailers is always higher than stockiest
Retailers are the one who have direct contact with the customers
Dabur Foods has a distribution network that covers 175 towns and 75
thousand retail outlets making its product available to the consumers across
the country at ease
TYPES OF RETAIL MARKET
The retail market can be classified on the basis of magnitude of retail
SCATTERED MARKET
Lesser no of outlets and
Extensive outlets
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50
BLOCK MARKET
Large no of retail outlets in chunk
SUPER MARKET
Through their superior information logistical systems and buying power deliver
good service and immense volumes of products at attractive prices
CHAIN OUTLETS
Having more than one key outlet all across with a single control unit and central
purchasing strategy
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51
M PRODUCT LINE
Foods
Real
Real Activ
Hommade
Lemoneez
Capsico
Health Care
Baby Care
Dabur Lal Tail
Dabur Baby Olive Oil
Dabur Janma Ghunti
Health Supplements
Dabur Chyawanprash Dabur Glucose D
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Digestives
Hajmola Yumstick
Hajmola Mast Masala
Anardana
Hajmola
Hajmola Candy
Hajmola Candy Fun2
Pudin Hara (Liquid and Pearls)
Pudin Hara G
Dabur Hingoli
Natural Cures
Shilajit Gold
Nature Care Sat Isabgol
Shilajit
Ring Ring
Itch Care
Backaid
Shankha Pushpi Dabur Balm
Sarbyna Strong
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Personal Care
Hair Care Oil
Amla Hair Oil
Amla Lite Hair Oil
Vatika Hair Oil
Anmol Sarson Amla
Hair Care Shampoo
Anmol Silky Black Shampoo
Vatika Henna Conditioning Shampoo
Vatika AntiDandruff Shampoo
Anmol Natural Shine Shampoo
Oral Care
Dabur Red Gel
Dabur Red Toothpaste
Babool Toothpaste
Dabur Lal Dant Manjan
Dabur Binaca
Toothbrush
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55
Dabur Amongst Top Three Most
Respected FMCG Companies
Dabur Real Bags Gold In Readers
Digest Trusted Brand Awards
Dabur Figures In Top Great PlaceTo Work 2006 List
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56
Dabur has been ranked
amongst Indias Most
Innovative Companies by
a Business Today-Monitor
Group survey
Hajmola has been ranked
34th in Indiarsquos 100 Most
Valuable Brands list
Hajmola one of the
strongest brands in
Daburs portfolio
has been listed
among the Top 18
Iconic Brands in
India that have
stood the test oftime
Dabur Indiarsquos fruit juice
brand Reacuteal awarded the
Three Dabur brands --
Hajmola Dabur Amla and
Hajmola moves up
11 spots to take the
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57
Readerrsquos Digest Gold
Trusted Brand Award
2008 in the food amp
beverages category
Vatika -- have debuted in
the Economic Times
Brand Equitys Most
Trusted Brands 2008 list
Besides Dabur Foods has
climbed up to take the
40th spot
34th position
among Indias Top
100 Most Valuable
Brands of 2008
released by 4Ps and
ICMR
Dabur India Ltd has been ranked 28th in the list of Indias Top 50 Most
valuable (Company) Brands by Brand Finance
newu was voted the Most
Admired New Retail
Launch of the year at
Images Retail Awards
Dabur India CEO Mr
Sunil Duggal was named
Best Corporate Leader of
2008 at the BampE
Leadership and Excellence
Dabur India Ltd
was ranked the
Business Leader in
the FMCG -
Personal Care
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Awards Category at the
NDTV Profit
Business
Leadership Award
2008
Dabur India Ltd CEO Mr
Sunil Duggal has been
ranked among Indias
Most valueable CEOs by
Business World
Dabur India Ltd has been listed among the Super
100 of India Inc prepared by Business India
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Dedicated to the health and well being of every household
This is our company We accept personal responsibility and accountability to meet business needs
We all are leaders in our area of responsibility with a deep commitment to deliver results We are determined to be the best at doing what matters most
People are our most important asset We add value through result driven training and we encourage amp reward excellence
We have superior understanding of consumer needs and develop products to fulfill them better
We work together on the principle of mutual trust amp transparency in a boundary-less organisation We are intellectually honest in advocating proposals includingrecognizing risks
Continuous innovation in products amp processes is the basis of our success
We are committed to the achievement of business success with integrity We are honest with consumers with business partners and with each other
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60
INTRODUCTION OF DABUR CHYWANPRASH
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Dabur Chyawanprash the trusted name for your entire familys health
Dabur Chyawanprash has anti-oxidant properties amp strengthens your bodysinternal defense mechanism the immune system thereby protecting you fromeveryday infections cough cold amp stress etc
At a time when flu and viruses are everywhere your immunity system provides the best prevention from these deadly diseases Chyawanprash a time-tested age-
old formulation has a number of herbs like Amla known to be one of the bestantioxidants Giloy (Guduchi) known to have immuno modulatory properties andhas more than 40 other natural ingredients to boost immunity
Dabur Chyawanprash The Health Giver
Derived from 2500-year-old Ayurvedic formula
Totally chemical-free natural and safe Powerful combination of herbs and plant extracts in a
base of Amla fruit pulp Refined by Dabur to provide traditional goodness with best quality
Reinforces the immune system amp helps fight disease Trusted health provider of a majority of Indian households
Usage
Dabur Chyawanprash has a tangy sweet-sour taste and the consistency of jamIt can be taken directly or with milk and as bread spread In all cases itstherapeutic properties remain stable and active In winters have a glass ofwarm milk after having Chyawanprash In summers have a glass of cold milkafter having Chyawanprash
Dose
1-2 teaspoonful
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STP ANALYSIS OF DABUR CHYAWANPRASH
SEGMENTATION
Dabur Chyawanprash is the market leader in the Chyawanprash segment It
comes under the category of health supplements The segments that it considers
are growing kids competitive youth ever busy housewives and the aged
For the growing kids In todays competitive environment the children are under
high pressure to excel
For the competitive youth Modern life keeps the youth busy and demands them
to be active and efficient
For ever-busy housewives The homemaker needs to be fit in order to shoulder
all responsibilities
For the aged Old age weakens a person physically and mentally
After segmenting the population into these categories it aims to keep them fit
and healthy
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TARGETING
Traditionally chyawanprash was supposed to be a health supplement for the
aged and kids Dabur Chyawanprash (DCP) is now targeting adults housewives
youth and kids This it is trying to achieve through its promotion activities by
making Amitabh Bacchan and Vivek Oberoi do the endorsement act Amitabh
has been projected as a user of Chyawanprash attempting to establish the
relevance of DCP amongst the adults in todayrsquos demanding lifestyle Vivek who
represents an urban ambitious non-user with a mindset that Chyawanprash is not
for him meets his moment of truth when outperformed by a young
Chyawanprash user thus reaching out to kids His final conversion from a non-
user to a Chyawanprash user connects with the Youth These two ads compliment
each other and connect very well with the targeted consumers
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POSITIONING
Andar se strongrdquo Dabur chyawanprash has the tag line Andar se strongrdquo By
using a natural language instead of scientific language it is able to connect with
the consumers and is able to achieve a better positioning in the minds of the
Indian health conscious consumer A category like Chyawanprash for instance
needs to understand that in employing the category language it loses any chance
of expressing its own benefit distinctively
Holistic Health benefit of Ayurveda Dabur Chyawanprash helps in stimulating
immune system relieving stress improving stamina fighting aging through anti-
oxidant property improving lung function fighting respiratory infections amp
building resistance to disease The brand conveys this health conscious holistic
view of the product
Brand Trust Over 100 years of Daburrsquos experience in Ayurveda ensures selection
processing and quality control of right herbs along with scientific and clinical
studies ndash makes DCP a trustworthy offering for consumers Consumers view DCP
as a product by a trusted brand and therefore do not need to think twice beforemaking a purchasing decisio
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MARKETING MIX OF DABUR CHYAWANPRASH
Dabur Chyawanprash is the market leader in the chyawanprash segment and has
achieved this with its innovative product offering pricing strategy easy
availability and promotion campaigns In the marketing mix of Dabur we shall be
discussing the 4 Ps of marketing mix with respect to Dabur Chyawanprash The
mix shall be analyzed as followed
Product
Price
Place
Promotion
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Product Price Promotion Place
bull Product
Variety
bull Quality
bull Design
bull Features
bull Brand
Names
bull Services
bull List Price
bull Discount
bull Financing
Schemes
bull Credit Terms
bull Advertising amp
Promotion
bull Public Relations
bull Sponsorships
bull Internet
Marketing
bull Channels
bull Location
bull Inventory
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PRODUCT
Dabur Chyawanprash is the leader in the Chyawanprash category
and enjoys a market share of 61 per cent In 50s Dabur pioneered the
concept of branded Chyawanprash and since has invested heavily in
product development clinical studies and consumer awareness The
product is essentially a health supplement
Known as the ldquoelixir of liferdquo Chyawanprash has (clinically) proven benefits in
maintaining smooth body functioning The principal ingredient Amla (Indian
Gooseberry) acts as an anti-oxidant and immuno-stimulant Dabur Chyawanprash
helps in stimulating immune system relieving stress improving stamina fighting
aging through anti-oxidant property improving lung function fighting respiratory
infections amp building resistance to disease It is these properties that make Dabur
Chyawanprash a preferred choice for its users
Ingredients of Dabur Chyawanprash
Vishwast Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts
Special Vishwast fortified with additional health beneficial herbs like
Keshar Akarkara etc
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Packaging
n
The figure above shows the evolution of the packaging of Dabur Chyawanprash
Dabur continuously innovates the package and branding of its chayawanprash It
launched Dabur Chyawanprash first in 1949 in a tin pack and it was the first
branded Chyawanprash in India Later Dabur came out with its new packet of
Chyawanprash with Amitabh Bachchan as their brand ambassador It also
received ldquoBrand Relaunch of the Year ldquoaward from IMA
Available in
Dabur Chyawanprash is available in three sizes to cater to the needs of different
types of people
1 One kilogram pack
2 500 gram pack
3 250 gram pack
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PRICE
The pricing of Dabur chyawanprash is very competitive Dabur chyawanprash uses
second degree price discrimination ie more the quantity lower the price
1kg Rs19500
500gms Rs11000
250gms Rs 6200
PRICEQUALITY MATRIX
Pricerarr
Quality
darr
High Middle Low
High
Luxury
Segment
Ideal For
Penetration
DABUR
CHYAWANPRASH
Premiere
Offering
Middle
Overpriced Average Real
Bargain
Low
Make The Sale
and Run
Unhappy
Customers
Cheap
Goods
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PLACE
Dabur has a very wide distribution of its products through 16 million retail outlets
and 50 C amp F agents all over India who distribute products to the retailers Adistribution of C amp F agents and manufacturing locations is given below
Daburrsquos distribution network extends beyond India in the following countries as
well
Distribution Network
Central North amp South America
Australia
Asia
Middle East
North amp South Africa
East amp West Europe
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PROMOTION
The main form of promotional activities of Dabur chyawanprash are concentrated
towards advertising and it has neglible sales promotional activities
Advertising
Nothing can happen without establishing the brandrsquos heritage emphasizing
technological prowess explaining benefits and building bonds with prospective
buyers Ads are necessary because the images are still mouldable and fluid and
the consumerrsquos sophistication level is low Dabur chyawanprash is advertised on
print media as well as on television
The company has launched two ads one each with Amitabh and Vivek in
national electronic media followed by a series of print media campaign directed
towards creating awareness to educate people about the holistic benefits of
ChyawanprashThe ads have been created by McCann Ericsson and the company
would be spending close to Rs 10 crore in promotional campaign this year The
ads would also be translated in Bengali These advertisements are supposed to
target the old and the younger generation respectively
Thecompany has launched a new ad with MS Dhoni who is leader of Indian
cricket team
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SWOT ANALYSIS OF DABUR
STRENGTHS
Strong presence in well defined
niches( like value added Hair Oil and
Ayurveda specialities)
Core knowledge of Ayurveda as
competitive advantage
Strong Brand Image
Product Development Strength
Strong Distribution Network
Extensive Supply Chain
IT Initiatives
R amp D ndash a key strength
WEAKNESS
Seasonal Demand( like
chyawanprash in winter and Vatika not
in winter)
Low Penetration(Chyawanprash)
High price(Vatika)
Limited differentiation (Vatika)
Unbranded players account for
the 23rd of the total market(Vatika)
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OPPORTUNITIES
Untapped
Market(Chyawanprash)
Market Development
Export opportunities
Innovation
Increasing income level of the
middle class Creating additional consumption
pattern
THREATS
Existing Competition( like
Himani baidyanath and Zandu for
Dabur Chyawanprash and MaricoKeo
Karpin HLL and Bajaj for Vatika Hair Oil)
New Entrants
Threat from substitutes (like
Bryllcream for Vatika hair oil)
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OBJECTIVE OF THE STUDY
The major objective of the survey is to collect the data from outlets in the
specified areas where cold drinks are to be sold
To make an assessment of availability of several brands of dabur in
different packs and size in the specified areas
To make an assessment of market presence program of the dabur
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Research Methodology
Data collection
Sample unit
1) working people (including men amp women) amp housewife
2) college students
3) school students
4) senior citizens
5) Retailer
Sample size
1 working people amp housewife 30
2 college students 25
3 school students 20
4 senior citizens 15
5 Retailer 10
Sampling techniques
Judgmental sampling techniques used
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Sampling region
Sampling region will be DELHI in rural area
Data collection method
1 Primary data It will be collected with the help of a self administered
questionnaire
2 Secondary data it will be collected with the help of books research
papers magazines news papers journals internet etc
3
Research instruments
Questionnaire design
As the questionnaire is self administrated one the survey will be simple and user
friendly Words used in questionnaire will be readily understandable to all
respondent Also technical jargons will be avoided to ensure that there is no
confusion for respondents
Data Analysis - Data analysis will be done with the help of MS Excel and SPSS
Software
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DATA ANALYSIS
DABUR CHYAWANPRASH
1 AWARNESS LEVEL
I
NTERPRETATION-
According to serveyAll person are know the dabur100 person of dabur65
person kmow the Baidyanathamp Dabur 40 people of HimaniBaidyanath and
Dabur 60 person of ZanduHimaniBaidyanath and Dabur
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2 PREFERRED BRAND
INTERPRETATION-
According to servey60 person are preferred dabur product 15 person are
preferred Baidynath product 15 person are preferred Himani product 10 person
are preferred Zandu
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3SATISFACTION LEVEL
INTERPRETATION-
According to servey100 satisfaction level of dabur product 80 satisfaction level
of Baidynath product 80 satisfaction level of Himani product
60 satisfaction level of Zandu product
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4 REASONS FOR SELECTING A PARTICULAR BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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5HOW DID YOU COME TO KNOW ABOUT THIS BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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6 PREFERRED PACK SIZE
INTERPRETATION-
According to servey50 person are preferred 500gm product 30 person are
preferred 1kg product 20 person are preferred 250gm product
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8 REASON TO SELECT PREFERRED PACK SIZE
INTERPRETATION-
According to servey20 person are select product of itrsquos availability pack size
40 person are select product of itrsquos price pack size 25 person are select
product of itrsquos family pack size 15 person are select product of itrsquos storage
pack size
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9 FREQUENCY OF
PURCHASE
INTERPRETATION-
According to servey30 People are purchase product after one month 55
People are purchase product after two months 15 People are purchase
product after six months
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COMPETITOR ANALYSIS
The key competitorrsquos of Dabur in the Chyawanprash segment are Baidyanath
Zandu and Himani which together with Dabur have about 85 of Indias domestic
market
Dabur is Indias largest Ayurvedic medicine supplier and the fourth largest
producer of FMCG It was established in 1884 and had grown to a business level
in 2003 of about 650 million dollars per year though only a fraction of that is
involved with Ayurvedic medicine Dabur Chyawanprash (herbal honey) has a
market share of 61We have tried to analyse the competition for Dabur in the
Chyawanprash segment as follows
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87
The Himani Group
It founded in 1974 provides a diverse range of products doing 110 million dollars
of business annually though only a portion is involved with Ayurvedic products
through its Himani line the company is mainly involved with toiletries and
cosmetics but also provides Chyawanprash and other health productsIts market
share is 12
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CONCLUSIONS
The Chyawanprash Industry is yet to capture the beverage market in full swing Packed Chyawanprash
followed by Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts the market The consumerrsquos patriotic love for tea and coffee is unfared
Chyawanprash are yet to establish their supplement use in the average household here in lies the great
opportunities Within the market it is safe to conclude that dabur has hit off ratherwell with the
masses
dabur has clearly lost it head start advantage and thereby acquiring just 35 of the market share while
others enjoys rest of the market share This could be well attributed to dabor successful ATA
(Availability Taste and Affordability) marketing module the attributes most rated by the consumersLack of publicity has hampered the growth progress of the brand so aggressive advertising is needed to
promote Chyawanprash and vatika hair oil brand
The brands such as that of Chyawanprash by vednath Chyawanprash with its lsquosonacahndi lsquoMinute-
madersquo and also US food giantssDel Monte are ready to hit the Chyawanprash market very soon
As the strategies of the companies keeps on changing be it in Chyawanprash industry a company has
to create perceptions and cover them into realities It is an expensive proposition requiring huge
expenditure on advertising sponsorships and media Thus the ideal company will be the one which
combines the high end technology with consumer insight
As 16 of the excise duty is exempted on food products in this budget Many food companies including
Dabur got benefited from it On the analysis of survey it was found that target Market of Chyawanprash
want quality benefit rather then Price benefit so it is better to stress on quality rather than on
decreasing price to increase sales and profit
To increase market share Dabur should give slight price benefit on Dabur brand so that customers of
other Juice brand should switch from other brand to Dabur brand
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89
Findings
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey100 satisfaction level of dabur product 80 satisfaction level of
Baidynath product 80 satisfaction level of Himani product 60 satisfaction level of
Zandu product
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis According to servey50 person are preferred 500gm
product 30 person are preferred 1kg product 20 person are preferred 250gm
product
According to servey20 person are select product of itrsquos availability pack size 40
person are select product of itrsquos price pack size 25 person are select product of itrsquos
family pack size 15 person are select product of itrsquos storage pack size
According to servey30 People are purchase product after one month 55 People are
purchase product after two months 15 People are purchase product after six months
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90
LIMITATIONS
No study is free from limitations The limitations of this study can be
Sample size taken is small and may not be sufficient to predict theresults with 100 accuracy
The result is based on primary and secondary data that has itrsquos own limitations
The study only covers the area of Delhi that may not beapplicable to other areas
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91
RECOMMENDATIONS
Focus on growing core brands across categories
Reaching out to new geographies within Hapur area
Improve operational efficiencies by leveraging technology
Be the preferred company to meet the health and personal grooming needs of
our target consumers with safe efficacious natural solutions by synthesizing the
deep knowledge of ayurveda and herbs with modern science
Provide consumers with innovative products within easy reach
Vatika hair care centre On the lines of Maricorsquos Kaya Skin Clinic Dabur
could start a venture called Vatika hair care centre which would provide total hair
care solutions It could have hair care experts to solve hair problemsServices could
include dandruff treatment straightening of hair treatment for split endsetc
Position Dabur Chyawanprash as not more of a medicine but as something
which is necessary for health
More initiatives like ldquo Dabur ki Deewarrdquo to increase brand visibility It is an
initiative to occupy shelf space
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92
BIBLIOGRAPHY
Books
Marketing Management Twelfth Edition ndash Philip Kotler amp Kevin Lane Keller
Websites
wwwgooglecom
wwwdaburcom
wwwtutor2unet
wwwbrandchannelcom
The time of india
Forbs magazing
Hinustan time
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YES NO
7Which pack size do you prefer
YES NO
8On what parameters do you choose this pack size
YES NO
9 how do u increase the company position
YES NO
10 how you increase your company position in market agains other company
YES NO
![Page 33: Making by Th Harsh Pandit](https://reader033.vdocuments.mx/reader033/viewer/2022052406/577cd3191a28ab9e7896af7d/html5/thumbnails/33.jpg)
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DABUR WORLD WIDE
Daburs mission of popularizing a natural lifestyle transcends national boundaries Today
there is global awareness of alternative medicine nature-based and holistic lifestyles and
an interest in herbal products Dabur has been in the forefront of popularizing this
alternative way of life marketing its products in more than 50 countries all over the
world
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34
Our products World Wide
We have spread ourselves wide and deep to be in close touch with our overseas
consumers
Offices and representatives in Europe America and Africa
A special herbal health care and personal care range successfully selling in
markets of the Middle East Far East and several European countries
Inroads into European and American markets that have good potential due to
resurgence of the back-to-nature movement
Export of Active Pharmaceutical Ingredients (APIs) manufactured under strict
international quality benchmarks to Europe Latin America Africa and other Asian
countries
Export of food and textile grade natural gums extracted from traditional plant
sources
Partnerships and Production
Strategic partnerships with leading multinational food and health care
companies to introduce innovations in products and services
Manufacturing facilities spread across 3 overseas locations to optimise
production by utilising local resources and the most modern technology available
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35
OVERVIEW OF FMCG SECTOR IN INDIA
The Indian FMCG sector is
the fourth largest sector
in the economy with a
total market size in excess
of US$ 131 billion It has
a strong MNC presence
and is characterised by a
well-established
distribution network
intense competition
between the organised and
unorganised segments and
low operational cost Availability of key raw materials cheaper labour costs and
presence across the entire value chain gives India a competitive advantageThe FMCG market is set to treble from US$ 116 billion in 2003 to US$ 334
billion in 2015 Penetration level as well as per capita consumption in most
product categories like jams toothpaste skin care hair wash etc in India is low
indicating the untapped market potential Burgeoning Indian population
particularly the middle class and the rural segments presents an opportunity to
makers of branded products to convert consumers to branded products Growth is
also likely to come from consumer upgrading in the matured product categories
With 200 million people expected to shift to processed and packaged food by
2010 India needs around US$ 28 billion of investment in the food-processing
industry
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India is one of the largest emerging markets with a population of over one billion
India is one of the largest economies in the world in terms of purchasing power
and has a strong middle class base of 300 millionAround 70 per cent of the total
households in India (188 million) resides in the rural areas The total number of
rural households are expected to rise from 135 million in 2001-02 to 153 million
in 2009-10 This presents the largest potential market in the world The annual
size of the rural FMCG market was estimated at around US$ 105 billion in 2001-
02 With growing incomes at both the rural and the urban level the market
potential is expected to expand further
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TMarketing Mi
Product Place
Target
Market
Price Promotion
The firm attempts to generate a positive response in the target market by blending
these four marketing mix variables in an optimal manner
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38
A Summary Table of the Marketing Mix
The following table summarizes the marketing mix decisions including a list of
some of the aspects of each of the 4Ps
Summary of Marketing Mix Decisions
Product Price Place Promotion
Functionality
Appearance
Quality
Packaging
Brand
Warranty
ServiceSuppor
t
List price
Discounts
Allowances
Financing
Leasing
options
Channel members
Channel
motivation
Market coverage
Locations
Logistics
Service levels
Advertising
Personal
selling
Public
relations
Message
Media
Budget
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DABUR FOODS SELLING PROCESS
Dabur food process of selling starts from stockiest
CampFA dose not have any process to play in the process of selling of dabur
foods products They are just Clearing amp Forwarding Agents they store the
manufacturing products and then supply it to stockiest
Stockiest pay the money to dabur foods through demand draft
Stockiest further sells the products to retailers
Retailer finally sells the products to consumers
MARKETING HOW DABUR FOODS IS USING MIX
Product
Appearance Dabur tries to make its products appear very attractive
Quality Quality of the product is really unmatchable as it is tested number of
times and its products are processed using very advanced machinery and
technology
Packaging Dabur products packaging is done in such a way that its juices does
not get expired before 6 months inspite of perishable products
Brand Dabur itself is a very reputed and well known brand in the market and its
Real juice is also known all over India
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40
Warranty Dabur as such does not gives any warranty but if there is any problem
in its products before expiry then they replace the product
ServiceSupport Dabur foods provide full support to its stockiest retailers and
consumers what so ever the problem is
Price
List price Dabur decide its price according to its competitors and the price
structure is different for retailers and stockiest
Discounts There are different discounts for retailers stockiest and consumer from
time to time
Allowances Special allowances are gicen to stockiest sales man if he acives his
targets
Place
Channel members Channel members or business partners of dabur are its
stockiest retailers
Channel motivation Channel motivation for dabur is pull and push strategy
Market coverage Dabur Foods has a distribution network that covers 175 towns
and 75 thousand retail outlets making its product available to the consumers across
the country at ease
Locations Dabur foods try to cover or tries to place its products in each and every
shop and every location
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Promotion
Advertising Dabur products are advertised through television newspapers
magazine etc
Personal selling Dabur hardly do any personal selling except in tent shows and
road shows Same for less amp more for same
Media Media of promotion is TV Radio newspapers magazine
Budget Budget is Decided by finance team for different strategic business unit
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Critique of selling
In theory the purpose of selling is to help a customer realize his or her goals in an
economic fashion However in reality this is not always the case Customers can be influenced to purchase a product or service that initially was not of interest to
them Some salespeople are trained in the art of selling customers things they dont
need
Take for example the purchasing of a car a consumer may have a set of cars in
mind (called an evoked set) that she feels match her needs wants and budget She
may seek the advice of a salesperson given that a salesperson can help her realize
the right car given those criteria This can be a socially useful function salespeople
have specialized knowledge of products that can help consumers make an informed
decision However a salesperson may also talk a consumer into purchasing a more
expensive or perhaps larger car then she needs or can afford In this context the
salesperson may have usefully helped the customer re-evaluate her needs thereby
establishing a new set of appropriate choices among which included the newer orlarge car This again would be a helpful and useful service provided by the
salesperson However it is sometimes the case that customers purchase a product
or service that was not initially intended and remains an inappropriate purchase
after the fact On the other hand the consumer in this scenario can be held partially
responsible for the inappropriate purchase indeed A fool and his money are soon
parted (PT Barnum English proverbs)
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This dysfunctional behavior is encouraged by
Incentives of salespeople to increase their total number of sales especially where
retailers keep track of sales or offer commission-based salaries
Incentives from the manufactures of products or the companies of service
providers to salespeople to sell their products where other similar products
offered by competitors are offered
The incentive to sell a customer a product that is in need of being cleared
out despite the fact that a customer may be better to wait for the new
product
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Channel Of Distributions
Manufacturing Plant
Clearing and forwarding agent (different regions)
Stockist A Stockist B Stockist C
Retailers Retailers Retailers Retailers Retailers Retailers
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CONSUMERS
The above diagram it shows channel of distribution of dabur foods here first the products are manufactured and from Manufacturing plants the packed goods are
supplied to Clearing And Forwarding Agents(CampFA) and from here the goods are
then further supplied to number of Stockiest or Distributors from here goods
reaches to large number of Retailers and it is the duty of Stockiest to take orders
from retailers and then supply the goods to them this work is generally done by
stockiest salesman through ready stock or by taking orders first and then placing
the order From here the goods finally reaches to Customers Customer purchases
the product from retailers
This was the basic Channel of Distribution used by Dabur Foods now I will throw
light on each channel of distribution of Dabur Foods
Supply Chain Management
Supply chain management starts before physical distribution it involves procuring
the right inputs (raw materials components and capital equipment) converting
them into finished products and dispatching them to the final destinations The
supply chain perspective can help identify superior suppliers and distributors and
help them improve productivity which ultimately brings down the companyrsquos
costs
A broader view sees a company at the center of a value network that
includes its suppliers its immediate customers and their end customers The value
network includes valued relations with others such as university researchers
government approval agencies and so on
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MANUFACTURING PLANT
Dabur Foods has Number of products in its product line but its main area of
interest or the product on which they concentrate the most is Real Juice amp Coolers
Dabur has its manufacturing plant at Nepal and at Jaipur where juice is
manufactured and tested
PROCUREMENT amp TRANSPORT
Getting the raw material and packaging material requirement from the
production unit in charge
Constant updates on the procurement of materials and transport details
Production details and ingredient content information from the different personnel and coordinating this activity
PACKAGING
Approval and coordination of the supply of packaging material to the
production unit
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CLEARING AND FORWARDING AGENTA (CampFA)
From manufacturing plant the stock is transported or supplied to clearing
and forwarding agents
Clearing and Forwarding Agents is a third party and Dabur gives contract to
them so company has nothing to do in building the relationship with them
Here CampFA keep or stock the goods with them
They charge dabur for stocking the good and even dabur donrsquot mind doing
so as it is a measure of cost cutting as well as there is no need for gowdowns
and maintenance
For Ghazizbad Meerut Delhi NCR there is one CampFA whish is situated in
Mohan Nagar here all goods which dabur foods hare kept here
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STOCKIEST OR DISTRIBUTORS
Stockiest store the products in their godowns CampFA supplies the goods to
them as per their order
Stockiest has some sales men working under him they are known as
stockiest sales man Their work is to place the products in the market and
take order from retailers and then supply goods to them
Sales man either take ready stock with them or they first take orders and
then supply goods later on
There is a beat which is a schedule route of sales man means sales man has
to daily cover the route as mention in the beat
Merchandising making products visible pasting posters putting banners
and seeing that goods are properly placed in the retail outlets is also the duty
of stockiest sales man
Companiesrsquo sales officer keeps a check on the stockiest and monthly report
is also prepared which is further analyzed by ASM amp ZSM
In Noida Dabur has 1 stockist and in Ghaziabad 1
RETAILERS
Retailers are backbone of the company as they are the one who can take the
product on new heights or can bring it down to toes
Stockiest supplies goods to retailers and tries Persuading retailers to give the
brand special displays (using merchandising tools) to get affective brand
presence and arranging it in more noticeable manner
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Classification of outlets in different type of markets is different according to
their sales volume
TYPES OF RETAILS OUTLETS
Class Average Monthly Business
A Above 10000
B 5000-10000
C Upto 5000
Margin of retailers is always higher than stockiest
Retailers are the one who have direct contact with the customers
Dabur Foods has a distribution network that covers 175 towns and 75
thousand retail outlets making its product available to the consumers across
the country at ease
TYPES OF RETAIL MARKET
The retail market can be classified on the basis of magnitude of retail
SCATTERED MARKET
Lesser no of outlets and
Extensive outlets
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50
BLOCK MARKET
Large no of retail outlets in chunk
SUPER MARKET
Through their superior information logistical systems and buying power deliver
good service and immense volumes of products at attractive prices
CHAIN OUTLETS
Having more than one key outlet all across with a single control unit and central
purchasing strategy
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51
M PRODUCT LINE
Foods
Real
Real Activ
Hommade
Lemoneez
Capsico
Health Care
Baby Care
Dabur Lal Tail
Dabur Baby Olive Oil
Dabur Janma Ghunti
Health Supplements
Dabur Chyawanprash Dabur Glucose D
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Digestives
Hajmola Yumstick
Hajmola Mast Masala
Anardana
Hajmola
Hajmola Candy
Hajmola Candy Fun2
Pudin Hara (Liquid and Pearls)
Pudin Hara G
Dabur Hingoli
Natural Cures
Shilajit Gold
Nature Care Sat Isabgol
Shilajit
Ring Ring
Itch Care
Backaid
Shankha Pushpi Dabur Balm
Sarbyna Strong
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Personal Care
Hair Care Oil
Amla Hair Oil
Amla Lite Hair Oil
Vatika Hair Oil
Anmol Sarson Amla
Hair Care Shampoo
Anmol Silky Black Shampoo
Vatika Henna Conditioning Shampoo
Vatika AntiDandruff Shampoo
Anmol Natural Shine Shampoo
Oral Care
Dabur Red Gel
Dabur Red Toothpaste
Babool Toothpaste
Dabur Lal Dant Manjan
Dabur Binaca
Toothbrush
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55
Dabur Amongst Top Three Most
Respected FMCG Companies
Dabur Real Bags Gold In Readers
Digest Trusted Brand Awards
Dabur Figures In Top Great PlaceTo Work 2006 List
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Dabur has been ranked
amongst Indias Most
Innovative Companies by
a Business Today-Monitor
Group survey
Hajmola has been ranked
34th in Indiarsquos 100 Most
Valuable Brands list
Hajmola one of the
strongest brands in
Daburs portfolio
has been listed
among the Top 18
Iconic Brands in
India that have
stood the test oftime
Dabur Indiarsquos fruit juice
brand Reacuteal awarded the
Three Dabur brands --
Hajmola Dabur Amla and
Hajmola moves up
11 spots to take the
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57
Readerrsquos Digest Gold
Trusted Brand Award
2008 in the food amp
beverages category
Vatika -- have debuted in
the Economic Times
Brand Equitys Most
Trusted Brands 2008 list
Besides Dabur Foods has
climbed up to take the
40th spot
34th position
among Indias Top
100 Most Valuable
Brands of 2008
released by 4Ps and
ICMR
Dabur India Ltd has been ranked 28th in the list of Indias Top 50 Most
valuable (Company) Brands by Brand Finance
newu was voted the Most
Admired New Retail
Launch of the year at
Images Retail Awards
Dabur India CEO Mr
Sunil Duggal was named
Best Corporate Leader of
2008 at the BampE
Leadership and Excellence
Dabur India Ltd
was ranked the
Business Leader in
the FMCG -
Personal Care
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58
Awards Category at the
NDTV Profit
Business
Leadership Award
2008
Dabur India Ltd CEO Mr
Sunil Duggal has been
ranked among Indias
Most valueable CEOs by
Business World
Dabur India Ltd has been listed among the Super
100 of India Inc prepared by Business India
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Dedicated to the health and well being of every household
This is our company We accept personal responsibility and accountability to meet business needs
We all are leaders in our area of responsibility with a deep commitment to deliver results We are determined to be the best at doing what matters most
People are our most important asset We add value through result driven training and we encourage amp reward excellence
We have superior understanding of consumer needs and develop products to fulfill them better
We work together on the principle of mutual trust amp transparency in a boundary-less organisation We are intellectually honest in advocating proposals includingrecognizing risks
Continuous innovation in products amp processes is the basis of our success
We are committed to the achievement of business success with integrity We are honest with consumers with business partners and with each other
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INTRODUCTION OF DABUR CHYWANPRASH
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Dabur Chyawanprash the trusted name for your entire familys health
Dabur Chyawanprash has anti-oxidant properties amp strengthens your bodysinternal defense mechanism the immune system thereby protecting you fromeveryday infections cough cold amp stress etc
At a time when flu and viruses are everywhere your immunity system provides the best prevention from these deadly diseases Chyawanprash a time-tested age-
old formulation has a number of herbs like Amla known to be one of the bestantioxidants Giloy (Guduchi) known to have immuno modulatory properties andhas more than 40 other natural ingredients to boost immunity
Dabur Chyawanprash The Health Giver
Derived from 2500-year-old Ayurvedic formula
Totally chemical-free natural and safe Powerful combination of herbs and plant extracts in a
base of Amla fruit pulp Refined by Dabur to provide traditional goodness with best quality
Reinforces the immune system amp helps fight disease Trusted health provider of a majority of Indian households
Usage
Dabur Chyawanprash has a tangy sweet-sour taste and the consistency of jamIt can be taken directly or with milk and as bread spread In all cases itstherapeutic properties remain stable and active In winters have a glass ofwarm milk after having Chyawanprash In summers have a glass of cold milkafter having Chyawanprash
Dose
1-2 teaspoonful
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STP ANALYSIS OF DABUR CHYAWANPRASH
SEGMENTATION
Dabur Chyawanprash is the market leader in the Chyawanprash segment It
comes under the category of health supplements The segments that it considers
are growing kids competitive youth ever busy housewives and the aged
For the growing kids In todays competitive environment the children are under
high pressure to excel
For the competitive youth Modern life keeps the youth busy and demands them
to be active and efficient
For ever-busy housewives The homemaker needs to be fit in order to shoulder
all responsibilities
For the aged Old age weakens a person physically and mentally
After segmenting the population into these categories it aims to keep them fit
and healthy
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TARGETING
Traditionally chyawanprash was supposed to be a health supplement for the
aged and kids Dabur Chyawanprash (DCP) is now targeting adults housewives
youth and kids This it is trying to achieve through its promotion activities by
making Amitabh Bacchan and Vivek Oberoi do the endorsement act Amitabh
has been projected as a user of Chyawanprash attempting to establish the
relevance of DCP amongst the adults in todayrsquos demanding lifestyle Vivek who
represents an urban ambitious non-user with a mindset that Chyawanprash is not
for him meets his moment of truth when outperformed by a young
Chyawanprash user thus reaching out to kids His final conversion from a non-
user to a Chyawanprash user connects with the Youth These two ads compliment
each other and connect very well with the targeted consumers
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POSITIONING
Andar se strongrdquo Dabur chyawanprash has the tag line Andar se strongrdquo By
using a natural language instead of scientific language it is able to connect with
the consumers and is able to achieve a better positioning in the minds of the
Indian health conscious consumer A category like Chyawanprash for instance
needs to understand that in employing the category language it loses any chance
of expressing its own benefit distinctively
Holistic Health benefit of Ayurveda Dabur Chyawanprash helps in stimulating
immune system relieving stress improving stamina fighting aging through anti-
oxidant property improving lung function fighting respiratory infections amp
building resistance to disease The brand conveys this health conscious holistic
view of the product
Brand Trust Over 100 years of Daburrsquos experience in Ayurveda ensures selection
processing and quality control of right herbs along with scientific and clinical
studies ndash makes DCP a trustworthy offering for consumers Consumers view DCP
as a product by a trusted brand and therefore do not need to think twice beforemaking a purchasing decisio
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MARKETING MIX OF DABUR CHYAWANPRASH
Dabur Chyawanprash is the market leader in the chyawanprash segment and has
achieved this with its innovative product offering pricing strategy easy
availability and promotion campaigns In the marketing mix of Dabur we shall be
discussing the 4 Ps of marketing mix with respect to Dabur Chyawanprash The
mix shall be analyzed as followed
Product
Price
Place
Promotion
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Product Price Promotion Place
bull Product
Variety
bull Quality
bull Design
bull Features
bull Brand
Names
bull Services
bull List Price
bull Discount
bull Financing
Schemes
bull Credit Terms
bull Advertising amp
Promotion
bull Public Relations
bull Sponsorships
bull Internet
Marketing
bull Channels
bull Location
bull Inventory
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PRODUCT
Dabur Chyawanprash is the leader in the Chyawanprash category
and enjoys a market share of 61 per cent In 50s Dabur pioneered the
concept of branded Chyawanprash and since has invested heavily in
product development clinical studies and consumer awareness The
product is essentially a health supplement
Known as the ldquoelixir of liferdquo Chyawanprash has (clinically) proven benefits in
maintaining smooth body functioning The principal ingredient Amla (Indian
Gooseberry) acts as an anti-oxidant and immuno-stimulant Dabur Chyawanprash
helps in stimulating immune system relieving stress improving stamina fighting
aging through anti-oxidant property improving lung function fighting respiratory
infections amp building resistance to disease It is these properties that make Dabur
Chyawanprash a preferred choice for its users
Ingredients of Dabur Chyawanprash
Vishwast Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts
Special Vishwast fortified with additional health beneficial herbs like
Keshar Akarkara etc
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Packaging
n
The figure above shows the evolution of the packaging of Dabur Chyawanprash
Dabur continuously innovates the package and branding of its chayawanprash It
launched Dabur Chyawanprash first in 1949 in a tin pack and it was the first
branded Chyawanprash in India Later Dabur came out with its new packet of
Chyawanprash with Amitabh Bachchan as their brand ambassador It also
received ldquoBrand Relaunch of the Year ldquoaward from IMA
Available in
Dabur Chyawanprash is available in three sizes to cater to the needs of different
types of people
1 One kilogram pack
2 500 gram pack
3 250 gram pack
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PRICE
The pricing of Dabur chyawanprash is very competitive Dabur chyawanprash uses
second degree price discrimination ie more the quantity lower the price
1kg Rs19500
500gms Rs11000
250gms Rs 6200
PRICEQUALITY MATRIX
Pricerarr
Quality
darr
High Middle Low
High
Luxury
Segment
Ideal For
Penetration
DABUR
CHYAWANPRASH
Premiere
Offering
Middle
Overpriced Average Real
Bargain
Low
Make The Sale
and Run
Unhappy
Customers
Cheap
Goods
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PLACE
Dabur has a very wide distribution of its products through 16 million retail outlets
and 50 C amp F agents all over India who distribute products to the retailers Adistribution of C amp F agents and manufacturing locations is given below
Daburrsquos distribution network extends beyond India in the following countries as
well
Distribution Network
Central North amp South America
Australia
Asia
Middle East
North amp South Africa
East amp West Europe
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PROMOTION
The main form of promotional activities of Dabur chyawanprash are concentrated
towards advertising and it has neglible sales promotional activities
Advertising
Nothing can happen without establishing the brandrsquos heritage emphasizing
technological prowess explaining benefits and building bonds with prospective
buyers Ads are necessary because the images are still mouldable and fluid and
the consumerrsquos sophistication level is low Dabur chyawanprash is advertised on
print media as well as on television
The company has launched two ads one each with Amitabh and Vivek in
national electronic media followed by a series of print media campaign directed
towards creating awareness to educate people about the holistic benefits of
ChyawanprashThe ads have been created by McCann Ericsson and the company
would be spending close to Rs 10 crore in promotional campaign this year The
ads would also be translated in Bengali These advertisements are supposed to
target the old and the younger generation respectively
Thecompany has launched a new ad with MS Dhoni who is leader of Indian
cricket team
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SWOT ANALYSIS OF DABUR
STRENGTHS
Strong presence in well defined
niches( like value added Hair Oil and
Ayurveda specialities)
Core knowledge of Ayurveda as
competitive advantage
Strong Brand Image
Product Development Strength
Strong Distribution Network
Extensive Supply Chain
IT Initiatives
R amp D ndash a key strength
WEAKNESS
Seasonal Demand( like
chyawanprash in winter and Vatika not
in winter)
Low Penetration(Chyawanprash)
High price(Vatika)
Limited differentiation (Vatika)
Unbranded players account for
the 23rd of the total market(Vatika)
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OPPORTUNITIES
Untapped
Market(Chyawanprash)
Market Development
Export opportunities
Innovation
Increasing income level of the
middle class Creating additional consumption
pattern
THREATS
Existing Competition( like
Himani baidyanath and Zandu for
Dabur Chyawanprash and MaricoKeo
Karpin HLL and Bajaj for Vatika Hair Oil)
New Entrants
Threat from substitutes (like
Bryllcream for Vatika hair oil)
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OBJECTIVE OF THE STUDY
The major objective of the survey is to collect the data from outlets in the
specified areas where cold drinks are to be sold
To make an assessment of availability of several brands of dabur in
different packs and size in the specified areas
To make an assessment of market presence program of the dabur
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Research Methodology
Data collection
Sample unit
1) working people (including men amp women) amp housewife
2) college students
3) school students
4) senior citizens
5) Retailer
Sample size
1 working people amp housewife 30
2 college students 25
3 school students 20
4 senior citizens 15
5 Retailer 10
Sampling techniques
Judgmental sampling techniques used
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Sampling region
Sampling region will be DELHI in rural area
Data collection method
1 Primary data It will be collected with the help of a self administered
questionnaire
2 Secondary data it will be collected with the help of books research
papers magazines news papers journals internet etc
3
Research instruments
Questionnaire design
As the questionnaire is self administrated one the survey will be simple and user
friendly Words used in questionnaire will be readily understandable to all
respondent Also technical jargons will be avoided to ensure that there is no
confusion for respondents
Data Analysis - Data analysis will be done with the help of MS Excel and SPSS
Software
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DATA ANALYSIS
DABUR CHYAWANPRASH
1 AWARNESS LEVEL
I
NTERPRETATION-
According to serveyAll person are know the dabur100 person of dabur65
person kmow the Baidyanathamp Dabur 40 people of HimaniBaidyanath and
Dabur 60 person of ZanduHimaniBaidyanath and Dabur
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2 PREFERRED BRAND
INTERPRETATION-
According to servey60 person are preferred dabur product 15 person are
preferred Baidynath product 15 person are preferred Himani product 10 person
are preferred Zandu
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3SATISFACTION LEVEL
INTERPRETATION-
According to servey100 satisfaction level of dabur product 80 satisfaction level
of Baidynath product 80 satisfaction level of Himani product
60 satisfaction level of Zandu product
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4 REASONS FOR SELECTING A PARTICULAR BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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5HOW DID YOU COME TO KNOW ABOUT THIS BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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6 PREFERRED PACK SIZE
INTERPRETATION-
According to servey50 person are preferred 500gm product 30 person are
preferred 1kg product 20 person are preferred 250gm product
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8 REASON TO SELECT PREFERRED PACK SIZE
INTERPRETATION-
According to servey20 person are select product of itrsquos availability pack size
40 person are select product of itrsquos price pack size 25 person are select
product of itrsquos family pack size 15 person are select product of itrsquos storage
pack size
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9 FREQUENCY OF
PURCHASE
INTERPRETATION-
According to servey30 People are purchase product after one month 55
People are purchase product after two months 15 People are purchase
product after six months
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COMPETITOR ANALYSIS
The key competitorrsquos of Dabur in the Chyawanprash segment are Baidyanath
Zandu and Himani which together with Dabur have about 85 of Indias domestic
market
Dabur is Indias largest Ayurvedic medicine supplier and the fourth largest
producer of FMCG It was established in 1884 and had grown to a business level
in 2003 of about 650 million dollars per year though only a fraction of that is
involved with Ayurvedic medicine Dabur Chyawanprash (herbal honey) has a
market share of 61We have tried to analyse the competition for Dabur in the
Chyawanprash segment as follows
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The Himani Group
It founded in 1974 provides a diverse range of products doing 110 million dollars
of business annually though only a portion is involved with Ayurvedic products
through its Himani line the company is mainly involved with toiletries and
cosmetics but also provides Chyawanprash and other health productsIts market
share is 12
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CONCLUSIONS
The Chyawanprash Industry is yet to capture the beverage market in full swing Packed Chyawanprash
followed by Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts the market The consumerrsquos patriotic love for tea and coffee is unfared
Chyawanprash are yet to establish their supplement use in the average household here in lies the great
opportunities Within the market it is safe to conclude that dabur has hit off ratherwell with the
masses
dabur has clearly lost it head start advantage and thereby acquiring just 35 of the market share while
others enjoys rest of the market share This could be well attributed to dabor successful ATA
(Availability Taste and Affordability) marketing module the attributes most rated by the consumersLack of publicity has hampered the growth progress of the brand so aggressive advertising is needed to
promote Chyawanprash and vatika hair oil brand
The brands such as that of Chyawanprash by vednath Chyawanprash with its lsquosonacahndi lsquoMinute-
madersquo and also US food giantssDel Monte are ready to hit the Chyawanprash market very soon
As the strategies of the companies keeps on changing be it in Chyawanprash industry a company has
to create perceptions and cover them into realities It is an expensive proposition requiring huge
expenditure on advertising sponsorships and media Thus the ideal company will be the one which
combines the high end technology with consumer insight
As 16 of the excise duty is exempted on food products in this budget Many food companies including
Dabur got benefited from it On the analysis of survey it was found that target Market of Chyawanprash
want quality benefit rather then Price benefit so it is better to stress on quality rather than on
decreasing price to increase sales and profit
To increase market share Dabur should give slight price benefit on Dabur brand so that customers of
other Juice brand should switch from other brand to Dabur brand
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Findings
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey100 satisfaction level of dabur product 80 satisfaction level of
Baidynath product 80 satisfaction level of Himani product 60 satisfaction level of
Zandu product
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis According to servey50 person are preferred 500gm
product 30 person are preferred 1kg product 20 person are preferred 250gm
product
According to servey20 person are select product of itrsquos availability pack size 40
person are select product of itrsquos price pack size 25 person are select product of itrsquos
family pack size 15 person are select product of itrsquos storage pack size
According to servey30 People are purchase product after one month 55 People are
purchase product after two months 15 People are purchase product after six months
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LIMITATIONS
No study is free from limitations The limitations of this study can be
Sample size taken is small and may not be sufficient to predict theresults with 100 accuracy
The result is based on primary and secondary data that has itrsquos own limitations
The study only covers the area of Delhi that may not beapplicable to other areas
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RECOMMENDATIONS
Focus on growing core brands across categories
Reaching out to new geographies within Hapur area
Improve operational efficiencies by leveraging technology
Be the preferred company to meet the health and personal grooming needs of
our target consumers with safe efficacious natural solutions by synthesizing the
deep knowledge of ayurveda and herbs with modern science
Provide consumers with innovative products within easy reach
Vatika hair care centre On the lines of Maricorsquos Kaya Skin Clinic Dabur
could start a venture called Vatika hair care centre which would provide total hair
care solutions It could have hair care experts to solve hair problemsServices could
include dandruff treatment straightening of hair treatment for split endsetc
Position Dabur Chyawanprash as not more of a medicine but as something
which is necessary for health
More initiatives like ldquo Dabur ki Deewarrdquo to increase brand visibility It is an
initiative to occupy shelf space
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BIBLIOGRAPHY
Books
Marketing Management Twelfth Edition ndash Philip Kotler amp Kevin Lane Keller
Websites
wwwgooglecom
wwwdaburcom
wwwtutor2unet
wwwbrandchannelcom
The time of india
Forbs magazing
Hinustan time
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YES NO
7Which pack size do you prefer
YES NO
8On what parameters do you choose this pack size
YES NO
9 how do u increase the company position
YES NO
10 how you increase your company position in market agains other company
YES NO
![Page 34: Making by Th Harsh Pandit](https://reader033.vdocuments.mx/reader033/viewer/2022052406/577cd3191a28ab9e7896af7d/html5/thumbnails/34.jpg)
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Our products World Wide
We have spread ourselves wide and deep to be in close touch with our overseas
consumers
Offices and representatives in Europe America and Africa
A special herbal health care and personal care range successfully selling in
markets of the Middle East Far East and several European countries
Inroads into European and American markets that have good potential due to
resurgence of the back-to-nature movement
Export of Active Pharmaceutical Ingredients (APIs) manufactured under strict
international quality benchmarks to Europe Latin America Africa and other Asian
countries
Export of food and textile grade natural gums extracted from traditional plant
sources
Partnerships and Production
Strategic partnerships with leading multinational food and health care
companies to introduce innovations in products and services
Manufacturing facilities spread across 3 overseas locations to optimise
production by utilising local resources and the most modern technology available
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35
OVERVIEW OF FMCG SECTOR IN INDIA
The Indian FMCG sector is
the fourth largest sector
in the economy with a
total market size in excess
of US$ 131 billion It has
a strong MNC presence
and is characterised by a
well-established
distribution network
intense competition
between the organised and
unorganised segments and
low operational cost Availability of key raw materials cheaper labour costs and
presence across the entire value chain gives India a competitive advantageThe FMCG market is set to treble from US$ 116 billion in 2003 to US$ 334
billion in 2015 Penetration level as well as per capita consumption in most
product categories like jams toothpaste skin care hair wash etc in India is low
indicating the untapped market potential Burgeoning Indian population
particularly the middle class and the rural segments presents an opportunity to
makers of branded products to convert consumers to branded products Growth is
also likely to come from consumer upgrading in the matured product categories
With 200 million people expected to shift to processed and packaged food by
2010 India needs around US$ 28 billion of investment in the food-processing
industry
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India is one of the largest emerging markets with a population of over one billion
India is one of the largest economies in the world in terms of purchasing power
and has a strong middle class base of 300 millionAround 70 per cent of the total
households in India (188 million) resides in the rural areas The total number of
rural households are expected to rise from 135 million in 2001-02 to 153 million
in 2009-10 This presents the largest potential market in the world The annual
size of the rural FMCG market was estimated at around US$ 105 billion in 2001-
02 With growing incomes at both the rural and the urban level the market
potential is expected to expand further
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TMarketing Mi
Product Place
Target
Market
Price Promotion
The firm attempts to generate a positive response in the target market by blending
these four marketing mix variables in an optimal manner
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38
A Summary Table of the Marketing Mix
The following table summarizes the marketing mix decisions including a list of
some of the aspects of each of the 4Ps
Summary of Marketing Mix Decisions
Product Price Place Promotion
Functionality
Appearance
Quality
Packaging
Brand
Warranty
ServiceSuppor
t
List price
Discounts
Allowances
Financing
Leasing
options
Channel members
Channel
motivation
Market coverage
Locations
Logistics
Service levels
Advertising
Personal
selling
Public
relations
Message
Media
Budget
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DABUR FOODS SELLING PROCESS
Dabur food process of selling starts from stockiest
CampFA dose not have any process to play in the process of selling of dabur
foods products They are just Clearing amp Forwarding Agents they store the
manufacturing products and then supply it to stockiest
Stockiest pay the money to dabur foods through demand draft
Stockiest further sells the products to retailers
Retailer finally sells the products to consumers
MARKETING HOW DABUR FOODS IS USING MIX
Product
Appearance Dabur tries to make its products appear very attractive
Quality Quality of the product is really unmatchable as it is tested number of
times and its products are processed using very advanced machinery and
technology
Packaging Dabur products packaging is done in such a way that its juices does
not get expired before 6 months inspite of perishable products
Brand Dabur itself is a very reputed and well known brand in the market and its
Real juice is also known all over India
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Warranty Dabur as such does not gives any warranty but if there is any problem
in its products before expiry then they replace the product
ServiceSupport Dabur foods provide full support to its stockiest retailers and
consumers what so ever the problem is
Price
List price Dabur decide its price according to its competitors and the price
structure is different for retailers and stockiest
Discounts There are different discounts for retailers stockiest and consumer from
time to time
Allowances Special allowances are gicen to stockiest sales man if he acives his
targets
Place
Channel members Channel members or business partners of dabur are its
stockiest retailers
Channel motivation Channel motivation for dabur is pull and push strategy
Market coverage Dabur Foods has a distribution network that covers 175 towns
and 75 thousand retail outlets making its product available to the consumers across
the country at ease
Locations Dabur foods try to cover or tries to place its products in each and every
shop and every location
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Promotion
Advertising Dabur products are advertised through television newspapers
magazine etc
Personal selling Dabur hardly do any personal selling except in tent shows and
road shows Same for less amp more for same
Media Media of promotion is TV Radio newspapers magazine
Budget Budget is Decided by finance team for different strategic business unit
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Critique of selling
In theory the purpose of selling is to help a customer realize his or her goals in an
economic fashion However in reality this is not always the case Customers can be influenced to purchase a product or service that initially was not of interest to
them Some salespeople are trained in the art of selling customers things they dont
need
Take for example the purchasing of a car a consumer may have a set of cars in
mind (called an evoked set) that she feels match her needs wants and budget She
may seek the advice of a salesperson given that a salesperson can help her realize
the right car given those criteria This can be a socially useful function salespeople
have specialized knowledge of products that can help consumers make an informed
decision However a salesperson may also talk a consumer into purchasing a more
expensive or perhaps larger car then she needs or can afford In this context the
salesperson may have usefully helped the customer re-evaluate her needs thereby
establishing a new set of appropriate choices among which included the newer orlarge car This again would be a helpful and useful service provided by the
salesperson However it is sometimes the case that customers purchase a product
or service that was not initially intended and remains an inappropriate purchase
after the fact On the other hand the consumer in this scenario can be held partially
responsible for the inappropriate purchase indeed A fool and his money are soon
parted (PT Barnum English proverbs)
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This dysfunctional behavior is encouraged by
Incentives of salespeople to increase their total number of sales especially where
retailers keep track of sales or offer commission-based salaries
Incentives from the manufactures of products or the companies of service
providers to salespeople to sell their products where other similar products
offered by competitors are offered
The incentive to sell a customer a product that is in need of being cleared
out despite the fact that a customer may be better to wait for the new
product
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Channel Of Distributions
Manufacturing Plant
Clearing and forwarding agent (different regions)
Stockist A Stockist B Stockist C
Retailers Retailers Retailers Retailers Retailers Retailers
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CONSUMERS
The above diagram it shows channel of distribution of dabur foods here first the products are manufactured and from Manufacturing plants the packed goods are
supplied to Clearing And Forwarding Agents(CampFA) and from here the goods are
then further supplied to number of Stockiest or Distributors from here goods
reaches to large number of Retailers and it is the duty of Stockiest to take orders
from retailers and then supply the goods to them this work is generally done by
stockiest salesman through ready stock or by taking orders first and then placing
the order From here the goods finally reaches to Customers Customer purchases
the product from retailers
This was the basic Channel of Distribution used by Dabur Foods now I will throw
light on each channel of distribution of Dabur Foods
Supply Chain Management
Supply chain management starts before physical distribution it involves procuring
the right inputs (raw materials components and capital equipment) converting
them into finished products and dispatching them to the final destinations The
supply chain perspective can help identify superior suppliers and distributors and
help them improve productivity which ultimately brings down the companyrsquos
costs
A broader view sees a company at the center of a value network that
includes its suppliers its immediate customers and their end customers The value
network includes valued relations with others such as university researchers
government approval agencies and so on
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MANUFACTURING PLANT
Dabur Foods has Number of products in its product line but its main area of
interest or the product on which they concentrate the most is Real Juice amp Coolers
Dabur has its manufacturing plant at Nepal and at Jaipur where juice is
manufactured and tested
PROCUREMENT amp TRANSPORT
Getting the raw material and packaging material requirement from the
production unit in charge
Constant updates on the procurement of materials and transport details
Production details and ingredient content information from the different personnel and coordinating this activity
PACKAGING
Approval and coordination of the supply of packaging material to the
production unit
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CLEARING AND FORWARDING AGENTA (CampFA)
From manufacturing plant the stock is transported or supplied to clearing
and forwarding agents
Clearing and Forwarding Agents is a third party and Dabur gives contract to
them so company has nothing to do in building the relationship with them
Here CampFA keep or stock the goods with them
They charge dabur for stocking the good and even dabur donrsquot mind doing
so as it is a measure of cost cutting as well as there is no need for gowdowns
and maintenance
For Ghazizbad Meerut Delhi NCR there is one CampFA whish is situated in
Mohan Nagar here all goods which dabur foods hare kept here
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STOCKIEST OR DISTRIBUTORS
Stockiest store the products in their godowns CampFA supplies the goods to
them as per their order
Stockiest has some sales men working under him they are known as
stockiest sales man Their work is to place the products in the market and
take order from retailers and then supply goods to them
Sales man either take ready stock with them or they first take orders and
then supply goods later on
There is a beat which is a schedule route of sales man means sales man has
to daily cover the route as mention in the beat
Merchandising making products visible pasting posters putting banners
and seeing that goods are properly placed in the retail outlets is also the duty
of stockiest sales man
Companiesrsquo sales officer keeps a check on the stockiest and monthly report
is also prepared which is further analyzed by ASM amp ZSM
In Noida Dabur has 1 stockist and in Ghaziabad 1
RETAILERS
Retailers are backbone of the company as they are the one who can take the
product on new heights or can bring it down to toes
Stockiest supplies goods to retailers and tries Persuading retailers to give the
brand special displays (using merchandising tools) to get affective brand
presence and arranging it in more noticeable manner
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Classification of outlets in different type of markets is different according to
their sales volume
TYPES OF RETAILS OUTLETS
Class Average Monthly Business
A Above 10000
B 5000-10000
C Upto 5000
Margin of retailers is always higher than stockiest
Retailers are the one who have direct contact with the customers
Dabur Foods has a distribution network that covers 175 towns and 75
thousand retail outlets making its product available to the consumers across
the country at ease
TYPES OF RETAIL MARKET
The retail market can be classified on the basis of magnitude of retail
SCATTERED MARKET
Lesser no of outlets and
Extensive outlets
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50
BLOCK MARKET
Large no of retail outlets in chunk
SUPER MARKET
Through their superior information logistical systems and buying power deliver
good service and immense volumes of products at attractive prices
CHAIN OUTLETS
Having more than one key outlet all across with a single control unit and central
purchasing strategy
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M PRODUCT LINE
Foods
Real
Real Activ
Hommade
Lemoneez
Capsico
Health Care
Baby Care
Dabur Lal Tail
Dabur Baby Olive Oil
Dabur Janma Ghunti
Health Supplements
Dabur Chyawanprash Dabur Glucose D
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Digestives
Hajmola Yumstick
Hajmola Mast Masala
Anardana
Hajmola
Hajmola Candy
Hajmola Candy Fun2
Pudin Hara (Liquid and Pearls)
Pudin Hara G
Dabur Hingoli
Natural Cures
Shilajit Gold
Nature Care Sat Isabgol
Shilajit
Ring Ring
Itch Care
Backaid
Shankha Pushpi Dabur Balm
Sarbyna Strong
8132019 Making by Th Harsh Pandit
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Personal Care
Hair Care Oil
Amla Hair Oil
Amla Lite Hair Oil
Vatika Hair Oil
Anmol Sarson Amla
Hair Care Shampoo
Anmol Silky Black Shampoo
Vatika Henna Conditioning Shampoo
Vatika AntiDandruff Shampoo
Anmol Natural Shine Shampoo
Oral Care
Dabur Red Gel
Dabur Red Toothpaste
Babool Toothpaste
Dabur Lal Dant Manjan
Dabur Binaca
Toothbrush
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55
Dabur Amongst Top Three Most
Respected FMCG Companies
Dabur Real Bags Gold In Readers
Digest Trusted Brand Awards
Dabur Figures In Top Great PlaceTo Work 2006 List
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56
Dabur has been ranked
amongst Indias Most
Innovative Companies by
a Business Today-Monitor
Group survey
Hajmola has been ranked
34th in Indiarsquos 100 Most
Valuable Brands list
Hajmola one of the
strongest brands in
Daburs portfolio
has been listed
among the Top 18
Iconic Brands in
India that have
stood the test oftime
Dabur Indiarsquos fruit juice
brand Reacuteal awarded the
Three Dabur brands --
Hajmola Dabur Amla and
Hajmola moves up
11 spots to take the
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57
Readerrsquos Digest Gold
Trusted Brand Award
2008 in the food amp
beverages category
Vatika -- have debuted in
the Economic Times
Brand Equitys Most
Trusted Brands 2008 list
Besides Dabur Foods has
climbed up to take the
40th spot
34th position
among Indias Top
100 Most Valuable
Brands of 2008
released by 4Ps and
ICMR
Dabur India Ltd has been ranked 28th in the list of Indias Top 50 Most
valuable (Company) Brands by Brand Finance
newu was voted the Most
Admired New Retail
Launch of the year at
Images Retail Awards
Dabur India CEO Mr
Sunil Duggal was named
Best Corporate Leader of
2008 at the BampE
Leadership and Excellence
Dabur India Ltd
was ranked the
Business Leader in
the FMCG -
Personal Care
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58
Awards Category at the
NDTV Profit
Business
Leadership Award
2008
Dabur India Ltd CEO Mr
Sunil Duggal has been
ranked among Indias
Most valueable CEOs by
Business World
Dabur India Ltd has been listed among the Super
100 of India Inc prepared by Business India
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59
Dedicated to the health and well being of every household
This is our company We accept personal responsibility and accountability to meet business needs
We all are leaders in our area of responsibility with a deep commitment to deliver results We are determined to be the best at doing what matters most
People are our most important asset We add value through result driven training and we encourage amp reward excellence
We have superior understanding of consumer needs and develop products to fulfill them better
We work together on the principle of mutual trust amp transparency in a boundary-less organisation We are intellectually honest in advocating proposals includingrecognizing risks
Continuous innovation in products amp processes is the basis of our success
We are committed to the achievement of business success with integrity We are honest with consumers with business partners and with each other
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INTRODUCTION OF DABUR CHYWANPRASH
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Dabur Chyawanprash the trusted name for your entire familys health
Dabur Chyawanprash has anti-oxidant properties amp strengthens your bodysinternal defense mechanism the immune system thereby protecting you fromeveryday infections cough cold amp stress etc
At a time when flu and viruses are everywhere your immunity system provides the best prevention from these deadly diseases Chyawanprash a time-tested age-
old formulation has a number of herbs like Amla known to be one of the bestantioxidants Giloy (Guduchi) known to have immuno modulatory properties andhas more than 40 other natural ingredients to boost immunity
Dabur Chyawanprash The Health Giver
Derived from 2500-year-old Ayurvedic formula
Totally chemical-free natural and safe Powerful combination of herbs and plant extracts in a
base of Amla fruit pulp Refined by Dabur to provide traditional goodness with best quality
Reinforces the immune system amp helps fight disease Trusted health provider of a majority of Indian households
Usage
Dabur Chyawanprash has a tangy sweet-sour taste and the consistency of jamIt can be taken directly or with milk and as bread spread In all cases itstherapeutic properties remain stable and active In winters have a glass ofwarm milk after having Chyawanprash In summers have a glass of cold milkafter having Chyawanprash
Dose
1-2 teaspoonful
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STP ANALYSIS OF DABUR CHYAWANPRASH
SEGMENTATION
Dabur Chyawanprash is the market leader in the Chyawanprash segment It
comes under the category of health supplements The segments that it considers
are growing kids competitive youth ever busy housewives and the aged
For the growing kids In todays competitive environment the children are under
high pressure to excel
For the competitive youth Modern life keeps the youth busy and demands them
to be active and efficient
For ever-busy housewives The homemaker needs to be fit in order to shoulder
all responsibilities
For the aged Old age weakens a person physically and mentally
After segmenting the population into these categories it aims to keep them fit
and healthy
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TARGETING
Traditionally chyawanprash was supposed to be a health supplement for the
aged and kids Dabur Chyawanprash (DCP) is now targeting adults housewives
youth and kids This it is trying to achieve through its promotion activities by
making Amitabh Bacchan and Vivek Oberoi do the endorsement act Amitabh
has been projected as a user of Chyawanprash attempting to establish the
relevance of DCP amongst the adults in todayrsquos demanding lifestyle Vivek who
represents an urban ambitious non-user with a mindset that Chyawanprash is not
for him meets his moment of truth when outperformed by a young
Chyawanprash user thus reaching out to kids His final conversion from a non-
user to a Chyawanprash user connects with the Youth These two ads compliment
each other and connect very well with the targeted consumers
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POSITIONING
Andar se strongrdquo Dabur chyawanprash has the tag line Andar se strongrdquo By
using a natural language instead of scientific language it is able to connect with
the consumers and is able to achieve a better positioning in the minds of the
Indian health conscious consumer A category like Chyawanprash for instance
needs to understand that in employing the category language it loses any chance
of expressing its own benefit distinctively
Holistic Health benefit of Ayurveda Dabur Chyawanprash helps in stimulating
immune system relieving stress improving stamina fighting aging through anti-
oxidant property improving lung function fighting respiratory infections amp
building resistance to disease The brand conveys this health conscious holistic
view of the product
Brand Trust Over 100 years of Daburrsquos experience in Ayurveda ensures selection
processing and quality control of right herbs along with scientific and clinical
studies ndash makes DCP a trustworthy offering for consumers Consumers view DCP
as a product by a trusted brand and therefore do not need to think twice beforemaking a purchasing decisio
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65
MARKETING MIX OF DABUR CHYAWANPRASH
Dabur Chyawanprash is the market leader in the chyawanprash segment and has
achieved this with its innovative product offering pricing strategy easy
availability and promotion campaigns In the marketing mix of Dabur we shall be
discussing the 4 Ps of marketing mix with respect to Dabur Chyawanprash The
mix shall be analyzed as followed
Product
Price
Place
Promotion
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Product Price Promotion Place
bull Product
Variety
bull Quality
bull Design
bull Features
bull Brand
Names
bull Services
bull List Price
bull Discount
bull Financing
Schemes
bull Credit Terms
bull Advertising amp
Promotion
bull Public Relations
bull Sponsorships
bull Internet
Marketing
bull Channels
bull Location
bull Inventory
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PRODUCT
Dabur Chyawanprash is the leader in the Chyawanprash category
and enjoys a market share of 61 per cent In 50s Dabur pioneered the
concept of branded Chyawanprash and since has invested heavily in
product development clinical studies and consumer awareness The
product is essentially a health supplement
Known as the ldquoelixir of liferdquo Chyawanprash has (clinically) proven benefits in
maintaining smooth body functioning The principal ingredient Amla (Indian
Gooseberry) acts as an anti-oxidant and immuno-stimulant Dabur Chyawanprash
helps in stimulating immune system relieving stress improving stamina fighting
aging through anti-oxidant property improving lung function fighting respiratory
infections amp building resistance to disease It is these properties that make Dabur
Chyawanprash a preferred choice for its users
Ingredients of Dabur Chyawanprash
Vishwast Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts
Special Vishwast fortified with additional health beneficial herbs like
Keshar Akarkara etc
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Packaging
n
The figure above shows the evolution of the packaging of Dabur Chyawanprash
Dabur continuously innovates the package and branding of its chayawanprash It
launched Dabur Chyawanprash first in 1949 in a tin pack and it was the first
branded Chyawanprash in India Later Dabur came out with its new packet of
Chyawanprash with Amitabh Bachchan as their brand ambassador It also
received ldquoBrand Relaunch of the Year ldquoaward from IMA
Available in
Dabur Chyawanprash is available in three sizes to cater to the needs of different
types of people
1 One kilogram pack
2 500 gram pack
3 250 gram pack
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PRICE
The pricing of Dabur chyawanprash is very competitive Dabur chyawanprash uses
second degree price discrimination ie more the quantity lower the price
1kg Rs19500
500gms Rs11000
250gms Rs 6200
PRICEQUALITY MATRIX
Pricerarr
Quality
darr
High Middle Low
High
Luxury
Segment
Ideal For
Penetration
DABUR
CHYAWANPRASH
Premiere
Offering
Middle
Overpriced Average Real
Bargain
Low
Make The Sale
and Run
Unhappy
Customers
Cheap
Goods
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PLACE
Dabur has a very wide distribution of its products through 16 million retail outlets
and 50 C amp F agents all over India who distribute products to the retailers Adistribution of C amp F agents and manufacturing locations is given below
Daburrsquos distribution network extends beyond India in the following countries as
well
Distribution Network
Central North amp South America
Australia
Asia
Middle East
North amp South Africa
East amp West Europe
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PROMOTION
The main form of promotional activities of Dabur chyawanprash are concentrated
towards advertising and it has neglible sales promotional activities
Advertising
Nothing can happen without establishing the brandrsquos heritage emphasizing
technological prowess explaining benefits and building bonds with prospective
buyers Ads are necessary because the images are still mouldable and fluid and
the consumerrsquos sophistication level is low Dabur chyawanprash is advertised on
print media as well as on television
The company has launched two ads one each with Amitabh and Vivek in
national electronic media followed by a series of print media campaign directed
towards creating awareness to educate people about the holistic benefits of
ChyawanprashThe ads have been created by McCann Ericsson and the company
would be spending close to Rs 10 crore in promotional campaign this year The
ads would also be translated in Bengali These advertisements are supposed to
target the old and the younger generation respectively
Thecompany has launched a new ad with MS Dhoni who is leader of Indian
cricket team
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SWOT ANALYSIS OF DABUR
STRENGTHS
Strong presence in well defined
niches( like value added Hair Oil and
Ayurveda specialities)
Core knowledge of Ayurveda as
competitive advantage
Strong Brand Image
Product Development Strength
Strong Distribution Network
Extensive Supply Chain
IT Initiatives
R amp D ndash a key strength
WEAKNESS
Seasonal Demand( like
chyawanprash in winter and Vatika not
in winter)
Low Penetration(Chyawanprash)
High price(Vatika)
Limited differentiation (Vatika)
Unbranded players account for
the 23rd of the total market(Vatika)
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OPPORTUNITIES
Untapped
Market(Chyawanprash)
Market Development
Export opportunities
Innovation
Increasing income level of the
middle class Creating additional consumption
pattern
THREATS
Existing Competition( like
Himani baidyanath and Zandu for
Dabur Chyawanprash and MaricoKeo
Karpin HLL and Bajaj for Vatika Hair Oil)
New Entrants
Threat from substitutes (like
Bryllcream for Vatika hair oil)
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OBJECTIVE OF THE STUDY
The major objective of the survey is to collect the data from outlets in the
specified areas where cold drinks are to be sold
To make an assessment of availability of several brands of dabur in
different packs and size in the specified areas
To make an assessment of market presence program of the dabur
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Research Methodology
Data collection
Sample unit
1) working people (including men amp women) amp housewife
2) college students
3) school students
4) senior citizens
5) Retailer
Sample size
1 working people amp housewife 30
2 college students 25
3 school students 20
4 senior citizens 15
5 Retailer 10
Sampling techniques
Judgmental sampling techniques used
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Sampling region
Sampling region will be DELHI in rural area
Data collection method
1 Primary data It will be collected with the help of a self administered
questionnaire
2 Secondary data it will be collected with the help of books research
papers magazines news papers journals internet etc
3
Research instruments
Questionnaire design
As the questionnaire is self administrated one the survey will be simple and user
friendly Words used in questionnaire will be readily understandable to all
respondent Also technical jargons will be avoided to ensure that there is no
confusion for respondents
Data Analysis - Data analysis will be done with the help of MS Excel and SPSS
Software
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DATA ANALYSIS
DABUR CHYAWANPRASH
1 AWARNESS LEVEL
I
NTERPRETATION-
According to serveyAll person are know the dabur100 person of dabur65
person kmow the Baidyanathamp Dabur 40 people of HimaniBaidyanath and
Dabur 60 person of ZanduHimaniBaidyanath and Dabur
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2 PREFERRED BRAND
INTERPRETATION-
According to servey60 person are preferred dabur product 15 person are
preferred Baidynath product 15 person are preferred Himani product 10 person
are preferred Zandu
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3SATISFACTION LEVEL
INTERPRETATION-
According to servey100 satisfaction level of dabur product 80 satisfaction level
of Baidynath product 80 satisfaction level of Himani product
60 satisfaction level of Zandu product
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4 REASONS FOR SELECTING A PARTICULAR BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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5HOW DID YOU COME TO KNOW ABOUT THIS BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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82
6 PREFERRED PACK SIZE
INTERPRETATION-
According to servey50 person are preferred 500gm product 30 person are
preferred 1kg product 20 person are preferred 250gm product
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83
8 REASON TO SELECT PREFERRED PACK SIZE
INTERPRETATION-
According to servey20 person are select product of itrsquos availability pack size
40 person are select product of itrsquos price pack size 25 person are select
product of itrsquos family pack size 15 person are select product of itrsquos storage
pack size
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9 FREQUENCY OF
PURCHASE
INTERPRETATION-
According to servey30 People are purchase product after one month 55
People are purchase product after two months 15 People are purchase
product after six months
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COMPETITOR ANALYSIS
The key competitorrsquos of Dabur in the Chyawanprash segment are Baidyanath
Zandu and Himani which together with Dabur have about 85 of Indias domestic
market
Dabur is Indias largest Ayurvedic medicine supplier and the fourth largest
producer of FMCG It was established in 1884 and had grown to a business level
in 2003 of about 650 million dollars per year though only a fraction of that is
involved with Ayurvedic medicine Dabur Chyawanprash (herbal honey) has a
market share of 61We have tried to analyse the competition for Dabur in the
Chyawanprash segment as follows
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The Himani Group
It founded in 1974 provides a diverse range of products doing 110 million dollars
of business annually though only a portion is involved with Ayurvedic products
through its Himani line the company is mainly involved with toiletries and
cosmetics but also provides Chyawanprash and other health productsIts market
share is 12
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CONCLUSIONS
The Chyawanprash Industry is yet to capture the beverage market in full swing Packed Chyawanprash
followed by Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts the market The consumerrsquos patriotic love for tea and coffee is unfared
Chyawanprash are yet to establish their supplement use in the average household here in lies the great
opportunities Within the market it is safe to conclude that dabur has hit off ratherwell with the
masses
dabur has clearly lost it head start advantage and thereby acquiring just 35 of the market share while
others enjoys rest of the market share This could be well attributed to dabor successful ATA
(Availability Taste and Affordability) marketing module the attributes most rated by the consumersLack of publicity has hampered the growth progress of the brand so aggressive advertising is needed to
promote Chyawanprash and vatika hair oil brand
The brands such as that of Chyawanprash by vednath Chyawanprash with its lsquosonacahndi lsquoMinute-
madersquo and also US food giantssDel Monte are ready to hit the Chyawanprash market very soon
As the strategies of the companies keeps on changing be it in Chyawanprash industry a company has
to create perceptions and cover them into realities It is an expensive proposition requiring huge
expenditure on advertising sponsorships and media Thus the ideal company will be the one which
combines the high end technology with consumer insight
As 16 of the excise duty is exempted on food products in this budget Many food companies including
Dabur got benefited from it On the analysis of survey it was found that target Market of Chyawanprash
want quality benefit rather then Price benefit so it is better to stress on quality rather than on
decreasing price to increase sales and profit
To increase market share Dabur should give slight price benefit on Dabur brand so that customers of
other Juice brand should switch from other brand to Dabur brand
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89
Findings
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey100 satisfaction level of dabur product 80 satisfaction level of
Baidynath product 80 satisfaction level of Himani product 60 satisfaction level of
Zandu product
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis According to servey50 person are preferred 500gm
product 30 person are preferred 1kg product 20 person are preferred 250gm
product
According to servey20 person are select product of itrsquos availability pack size 40
person are select product of itrsquos price pack size 25 person are select product of itrsquos
family pack size 15 person are select product of itrsquos storage pack size
According to servey30 People are purchase product after one month 55 People are
purchase product after two months 15 People are purchase product after six months
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LIMITATIONS
No study is free from limitations The limitations of this study can be
Sample size taken is small and may not be sufficient to predict theresults with 100 accuracy
The result is based on primary and secondary data that has itrsquos own limitations
The study only covers the area of Delhi that may not beapplicable to other areas
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RECOMMENDATIONS
Focus on growing core brands across categories
Reaching out to new geographies within Hapur area
Improve operational efficiencies by leveraging technology
Be the preferred company to meet the health and personal grooming needs of
our target consumers with safe efficacious natural solutions by synthesizing the
deep knowledge of ayurveda and herbs with modern science
Provide consumers with innovative products within easy reach
Vatika hair care centre On the lines of Maricorsquos Kaya Skin Clinic Dabur
could start a venture called Vatika hair care centre which would provide total hair
care solutions It could have hair care experts to solve hair problemsServices could
include dandruff treatment straightening of hair treatment for split endsetc
Position Dabur Chyawanprash as not more of a medicine but as something
which is necessary for health
More initiatives like ldquo Dabur ki Deewarrdquo to increase brand visibility It is an
initiative to occupy shelf space
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92
BIBLIOGRAPHY
Books
Marketing Management Twelfth Edition ndash Philip Kotler amp Kevin Lane Keller
Websites
wwwgooglecom
wwwdaburcom
wwwtutor2unet
wwwbrandchannelcom
The time of india
Forbs magazing
Hinustan time
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YES NO
7Which pack size do you prefer
YES NO
8On what parameters do you choose this pack size
YES NO
9 how do u increase the company position
YES NO
10 how you increase your company position in market agains other company
YES NO
![Page 35: Making by Th Harsh Pandit](https://reader033.vdocuments.mx/reader033/viewer/2022052406/577cd3191a28ab9e7896af7d/html5/thumbnails/35.jpg)
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35
OVERVIEW OF FMCG SECTOR IN INDIA
The Indian FMCG sector is
the fourth largest sector
in the economy with a
total market size in excess
of US$ 131 billion It has
a strong MNC presence
and is characterised by a
well-established
distribution network
intense competition
between the organised and
unorganised segments and
low operational cost Availability of key raw materials cheaper labour costs and
presence across the entire value chain gives India a competitive advantageThe FMCG market is set to treble from US$ 116 billion in 2003 to US$ 334
billion in 2015 Penetration level as well as per capita consumption in most
product categories like jams toothpaste skin care hair wash etc in India is low
indicating the untapped market potential Burgeoning Indian population
particularly the middle class and the rural segments presents an opportunity to
makers of branded products to convert consumers to branded products Growth is
also likely to come from consumer upgrading in the matured product categories
With 200 million people expected to shift to processed and packaged food by
2010 India needs around US$ 28 billion of investment in the food-processing
industry
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36
India is one of the largest emerging markets with a population of over one billion
India is one of the largest economies in the world in terms of purchasing power
and has a strong middle class base of 300 millionAround 70 per cent of the total
households in India (188 million) resides in the rural areas The total number of
rural households are expected to rise from 135 million in 2001-02 to 153 million
in 2009-10 This presents the largest potential market in the world The annual
size of the rural FMCG market was estimated at around US$ 105 billion in 2001-
02 With growing incomes at both the rural and the urban level the market
potential is expected to expand further
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37
TMarketing Mi
Product Place
Target
Market
Price Promotion
The firm attempts to generate a positive response in the target market by blending
these four marketing mix variables in an optimal manner
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38
A Summary Table of the Marketing Mix
The following table summarizes the marketing mix decisions including a list of
some of the aspects of each of the 4Ps
Summary of Marketing Mix Decisions
Product Price Place Promotion
Functionality
Appearance
Quality
Packaging
Brand
Warranty
ServiceSuppor
t
List price
Discounts
Allowances
Financing
Leasing
options
Channel members
Channel
motivation
Market coverage
Locations
Logistics
Service levels
Advertising
Personal
selling
Public
relations
Message
Media
Budget
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39
DABUR FOODS SELLING PROCESS
Dabur food process of selling starts from stockiest
CampFA dose not have any process to play in the process of selling of dabur
foods products They are just Clearing amp Forwarding Agents they store the
manufacturing products and then supply it to stockiest
Stockiest pay the money to dabur foods through demand draft
Stockiest further sells the products to retailers
Retailer finally sells the products to consumers
MARKETING HOW DABUR FOODS IS USING MIX
Product
Appearance Dabur tries to make its products appear very attractive
Quality Quality of the product is really unmatchable as it is tested number of
times and its products are processed using very advanced machinery and
technology
Packaging Dabur products packaging is done in such a way that its juices does
not get expired before 6 months inspite of perishable products
Brand Dabur itself is a very reputed and well known brand in the market and its
Real juice is also known all over India
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40
Warranty Dabur as such does not gives any warranty but if there is any problem
in its products before expiry then they replace the product
ServiceSupport Dabur foods provide full support to its stockiest retailers and
consumers what so ever the problem is
Price
List price Dabur decide its price according to its competitors and the price
structure is different for retailers and stockiest
Discounts There are different discounts for retailers stockiest and consumer from
time to time
Allowances Special allowances are gicen to stockiest sales man if he acives his
targets
Place
Channel members Channel members or business partners of dabur are its
stockiest retailers
Channel motivation Channel motivation for dabur is pull and push strategy
Market coverage Dabur Foods has a distribution network that covers 175 towns
and 75 thousand retail outlets making its product available to the consumers across
the country at ease
Locations Dabur foods try to cover or tries to place its products in each and every
shop and every location
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41
Promotion
Advertising Dabur products are advertised through television newspapers
magazine etc
Personal selling Dabur hardly do any personal selling except in tent shows and
road shows Same for less amp more for same
Media Media of promotion is TV Radio newspapers magazine
Budget Budget is Decided by finance team for different strategic business unit
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Critique of selling
In theory the purpose of selling is to help a customer realize his or her goals in an
economic fashion However in reality this is not always the case Customers can be influenced to purchase a product or service that initially was not of interest to
them Some salespeople are trained in the art of selling customers things they dont
need
Take for example the purchasing of a car a consumer may have a set of cars in
mind (called an evoked set) that she feels match her needs wants and budget She
may seek the advice of a salesperson given that a salesperson can help her realize
the right car given those criteria This can be a socially useful function salespeople
have specialized knowledge of products that can help consumers make an informed
decision However a salesperson may also talk a consumer into purchasing a more
expensive or perhaps larger car then she needs or can afford In this context the
salesperson may have usefully helped the customer re-evaluate her needs thereby
establishing a new set of appropriate choices among which included the newer orlarge car This again would be a helpful and useful service provided by the
salesperson However it is sometimes the case that customers purchase a product
or service that was not initially intended and remains an inappropriate purchase
after the fact On the other hand the consumer in this scenario can be held partially
responsible for the inappropriate purchase indeed A fool and his money are soon
parted (PT Barnum English proverbs)
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43
This dysfunctional behavior is encouraged by
Incentives of salespeople to increase their total number of sales especially where
retailers keep track of sales or offer commission-based salaries
Incentives from the manufactures of products or the companies of service
providers to salespeople to sell their products where other similar products
offered by competitors are offered
The incentive to sell a customer a product that is in need of being cleared
out despite the fact that a customer may be better to wait for the new
product
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44
Channel Of Distributions
Manufacturing Plant
Clearing and forwarding agent (different regions)
Stockist A Stockist B Stockist C
Retailers Retailers Retailers Retailers Retailers Retailers
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45
CONSUMERS
The above diagram it shows channel of distribution of dabur foods here first the products are manufactured and from Manufacturing plants the packed goods are
supplied to Clearing And Forwarding Agents(CampFA) and from here the goods are
then further supplied to number of Stockiest or Distributors from here goods
reaches to large number of Retailers and it is the duty of Stockiest to take orders
from retailers and then supply the goods to them this work is generally done by
stockiest salesman through ready stock or by taking orders first and then placing
the order From here the goods finally reaches to Customers Customer purchases
the product from retailers
This was the basic Channel of Distribution used by Dabur Foods now I will throw
light on each channel of distribution of Dabur Foods
Supply Chain Management
Supply chain management starts before physical distribution it involves procuring
the right inputs (raw materials components and capital equipment) converting
them into finished products and dispatching them to the final destinations The
supply chain perspective can help identify superior suppliers and distributors and
help them improve productivity which ultimately brings down the companyrsquos
costs
A broader view sees a company at the center of a value network that
includes its suppliers its immediate customers and their end customers The value
network includes valued relations with others such as university researchers
government approval agencies and so on
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MANUFACTURING PLANT
Dabur Foods has Number of products in its product line but its main area of
interest or the product on which they concentrate the most is Real Juice amp Coolers
Dabur has its manufacturing plant at Nepal and at Jaipur where juice is
manufactured and tested
PROCUREMENT amp TRANSPORT
Getting the raw material and packaging material requirement from the
production unit in charge
Constant updates on the procurement of materials and transport details
Production details and ingredient content information from the different personnel and coordinating this activity
PACKAGING
Approval and coordination of the supply of packaging material to the
production unit
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47
CLEARING AND FORWARDING AGENTA (CampFA)
From manufacturing plant the stock is transported or supplied to clearing
and forwarding agents
Clearing and Forwarding Agents is a third party and Dabur gives contract to
them so company has nothing to do in building the relationship with them
Here CampFA keep or stock the goods with them
They charge dabur for stocking the good and even dabur donrsquot mind doing
so as it is a measure of cost cutting as well as there is no need for gowdowns
and maintenance
For Ghazizbad Meerut Delhi NCR there is one CampFA whish is situated in
Mohan Nagar here all goods which dabur foods hare kept here
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48
STOCKIEST OR DISTRIBUTORS
Stockiest store the products in their godowns CampFA supplies the goods to
them as per their order
Stockiest has some sales men working under him they are known as
stockiest sales man Their work is to place the products in the market and
take order from retailers and then supply goods to them
Sales man either take ready stock with them or they first take orders and
then supply goods later on
There is a beat which is a schedule route of sales man means sales man has
to daily cover the route as mention in the beat
Merchandising making products visible pasting posters putting banners
and seeing that goods are properly placed in the retail outlets is also the duty
of stockiest sales man
Companiesrsquo sales officer keeps a check on the stockiest and monthly report
is also prepared which is further analyzed by ASM amp ZSM
In Noida Dabur has 1 stockist and in Ghaziabad 1
RETAILERS
Retailers are backbone of the company as they are the one who can take the
product on new heights or can bring it down to toes
Stockiest supplies goods to retailers and tries Persuading retailers to give the
brand special displays (using merchandising tools) to get affective brand
presence and arranging it in more noticeable manner
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49
Classification of outlets in different type of markets is different according to
their sales volume
TYPES OF RETAILS OUTLETS
Class Average Monthly Business
A Above 10000
B 5000-10000
C Upto 5000
Margin of retailers is always higher than stockiest
Retailers are the one who have direct contact with the customers
Dabur Foods has a distribution network that covers 175 towns and 75
thousand retail outlets making its product available to the consumers across
the country at ease
TYPES OF RETAIL MARKET
The retail market can be classified on the basis of magnitude of retail
SCATTERED MARKET
Lesser no of outlets and
Extensive outlets
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50
BLOCK MARKET
Large no of retail outlets in chunk
SUPER MARKET
Through their superior information logistical systems and buying power deliver
good service and immense volumes of products at attractive prices
CHAIN OUTLETS
Having more than one key outlet all across with a single control unit and central
purchasing strategy
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51
M PRODUCT LINE
Foods
Real
Real Activ
Hommade
Lemoneez
Capsico
Health Care
Baby Care
Dabur Lal Tail
Dabur Baby Olive Oil
Dabur Janma Ghunti
Health Supplements
Dabur Chyawanprash Dabur Glucose D
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Digestives
Hajmola Yumstick
Hajmola Mast Masala
Anardana
Hajmola
Hajmola Candy
Hajmola Candy Fun2
Pudin Hara (Liquid and Pearls)
Pudin Hara G
Dabur Hingoli
Natural Cures
Shilajit Gold
Nature Care Sat Isabgol
Shilajit
Ring Ring
Itch Care
Backaid
Shankha Pushpi Dabur Balm
Sarbyna Strong
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53
Personal Care
Hair Care Oil
Amla Hair Oil
Amla Lite Hair Oil
Vatika Hair Oil
Anmol Sarson Amla
Hair Care Shampoo
Anmol Silky Black Shampoo
Vatika Henna Conditioning Shampoo
Vatika AntiDandruff Shampoo
Anmol Natural Shine Shampoo
Oral Care
Dabur Red Gel
Dabur Red Toothpaste
Babool Toothpaste
Dabur Lal Dant Manjan
Dabur Binaca
Toothbrush
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55
Dabur Amongst Top Three Most
Respected FMCG Companies
Dabur Real Bags Gold In Readers
Digest Trusted Brand Awards
Dabur Figures In Top Great PlaceTo Work 2006 List
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56
Dabur has been ranked
amongst Indias Most
Innovative Companies by
a Business Today-Monitor
Group survey
Hajmola has been ranked
34th in Indiarsquos 100 Most
Valuable Brands list
Hajmola one of the
strongest brands in
Daburs portfolio
has been listed
among the Top 18
Iconic Brands in
India that have
stood the test oftime
Dabur Indiarsquos fruit juice
brand Reacuteal awarded the
Three Dabur brands --
Hajmola Dabur Amla and
Hajmola moves up
11 spots to take the
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57
Readerrsquos Digest Gold
Trusted Brand Award
2008 in the food amp
beverages category
Vatika -- have debuted in
the Economic Times
Brand Equitys Most
Trusted Brands 2008 list
Besides Dabur Foods has
climbed up to take the
40th spot
34th position
among Indias Top
100 Most Valuable
Brands of 2008
released by 4Ps and
ICMR
Dabur India Ltd has been ranked 28th in the list of Indias Top 50 Most
valuable (Company) Brands by Brand Finance
newu was voted the Most
Admired New Retail
Launch of the year at
Images Retail Awards
Dabur India CEO Mr
Sunil Duggal was named
Best Corporate Leader of
2008 at the BampE
Leadership and Excellence
Dabur India Ltd
was ranked the
Business Leader in
the FMCG -
Personal Care
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58
Awards Category at the
NDTV Profit
Business
Leadership Award
2008
Dabur India Ltd CEO Mr
Sunil Duggal has been
ranked among Indias
Most valueable CEOs by
Business World
Dabur India Ltd has been listed among the Super
100 of India Inc prepared by Business India
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Dedicated to the health and well being of every household
This is our company We accept personal responsibility and accountability to meet business needs
We all are leaders in our area of responsibility with a deep commitment to deliver results We are determined to be the best at doing what matters most
People are our most important asset We add value through result driven training and we encourage amp reward excellence
We have superior understanding of consumer needs and develop products to fulfill them better
We work together on the principle of mutual trust amp transparency in a boundary-less organisation We are intellectually honest in advocating proposals includingrecognizing risks
Continuous innovation in products amp processes is the basis of our success
We are committed to the achievement of business success with integrity We are honest with consumers with business partners and with each other
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60
INTRODUCTION OF DABUR CHYWANPRASH
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Dabur Chyawanprash the trusted name for your entire familys health
Dabur Chyawanprash has anti-oxidant properties amp strengthens your bodysinternal defense mechanism the immune system thereby protecting you fromeveryday infections cough cold amp stress etc
At a time when flu and viruses are everywhere your immunity system provides the best prevention from these deadly diseases Chyawanprash a time-tested age-
old formulation has a number of herbs like Amla known to be one of the bestantioxidants Giloy (Guduchi) known to have immuno modulatory properties andhas more than 40 other natural ingredients to boost immunity
Dabur Chyawanprash The Health Giver
Derived from 2500-year-old Ayurvedic formula
Totally chemical-free natural and safe Powerful combination of herbs and plant extracts in a
base of Amla fruit pulp Refined by Dabur to provide traditional goodness with best quality
Reinforces the immune system amp helps fight disease Trusted health provider of a majority of Indian households
Usage
Dabur Chyawanprash has a tangy sweet-sour taste and the consistency of jamIt can be taken directly or with milk and as bread spread In all cases itstherapeutic properties remain stable and active In winters have a glass ofwarm milk after having Chyawanprash In summers have a glass of cold milkafter having Chyawanprash
Dose
1-2 teaspoonful
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STP ANALYSIS OF DABUR CHYAWANPRASH
SEGMENTATION
Dabur Chyawanprash is the market leader in the Chyawanprash segment It
comes under the category of health supplements The segments that it considers
are growing kids competitive youth ever busy housewives and the aged
For the growing kids In todays competitive environment the children are under
high pressure to excel
For the competitive youth Modern life keeps the youth busy and demands them
to be active and efficient
For ever-busy housewives The homemaker needs to be fit in order to shoulder
all responsibilities
For the aged Old age weakens a person physically and mentally
After segmenting the population into these categories it aims to keep them fit
and healthy
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TARGETING
Traditionally chyawanprash was supposed to be a health supplement for the
aged and kids Dabur Chyawanprash (DCP) is now targeting adults housewives
youth and kids This it is trying to achieve through its promotion activities by
making Amitabh Bacchan and Vivek Oberoi do the endorsement act Amitabh
has been projected as a user of Chyawanprash attempting to establish the
relevance of DCP amongst the adults in todayrsquos demanding lifestyle Vivek who
represents an urban ambitious non-user with a mindset that Chyawanprash is not
for him meets his moment of truth when outperformed by a young
Chyawanprash user thus reaching out to kids His final conversion from a non-
user to a Chyawanprash user connects with the Youth These two ads compliment
each other and connect very well with the targeted consumers
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POSITIONING
Andar se strongrdquo Dabur chyawanprash has the tag line Andar se strongrdquo By
using a natural language instead of scientific language it is able to connect with
the consumers and is able to achieve a better positioning in the minds of the
Indian health conscious consumer A category like Chyawanprash for instance
needs to understand that in employing the category language it loses any chance
of expressing its own benefit distinctively
Holistic Health benefit of Ayurveda Dabur Chyawanprash helps in stimulating
immune system relieving stress improving stamina fighting aging through anti-
oxidant property improving lung function fighting respiratory infections amp
building resistance to disease The brand conveys this health conscious holistic
view of the product
Brand Trust Over 100 years of Daburrsquos experience in Ayurveda ensures selection
processing and quality control of right herbs along with scientific and clinical
studies ndash makes DCP a trustworthy offering for consumers Consumers view DCP
as a product by a trusted brand and therefore do not need to think twice beforemaking a purchasing decisio
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65
MARKETING MIX OF DABUR CHYAWANPRASH
Dabur Chyawanprash is the market leader in the chyawanprash segment and has
achieved this with its innovative product offering pricing strategy easy
availability and promotion campaigns In the marketing mix of Dabur we shall be
discussing the 4 Ps of marketing mix with respect to Dabur Chyawanprash The
mix shall be analyzed as followed
Product
Price
Place
Promotion
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Product Price Promotion Place
bull Product
Variety
bull Quality
bull Design
bull Features
bull Brand
Names
bull Services
bull List Price
bull Discount
bull Financing
Schemes
bull Credit Terms
bull Advertising amp
Promotion
bull Public Relations
bull Sponsorships
bull Internet
Marketing
bull Channels
bull Location
bull Inventory
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67
PRODUCT
Dabur Chyawanprash is the leader in the Chyawanprash category
and enjoys a market share of 61 per cent In 50s Dabur pioneered the
concept of branded Chyawanprash and since has invested heavily in
product development clinical studies and consumer awareness The
product is essentially a health supplement
Known as the ldquoelixir of liferdquo Chyawanprash has (clinically) proven benefits in
maintaining smooth body functioning The principal ingredient Amla (Indian
Gooseberry) acts as an anti-oxidant and immuno-stimulant Dabur Chyawanprash
helps in stimulating immune system relieving stress improving stamina fighting
aging through anti-oxidant property improving lung function fighting respiratory
infections amp building resistance to disease It is these properties that make Dabur
Chyawanprash a preferred choice for its users
Ingredients of Dabur Chyawanprash
Vishwast Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts
Special Vishwast fortified with additional health beneficial herbs like
Keshar Akarkara etc
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Packaging
n
The figure above shows the evolution of the packaging of Dabur Chyawanprash
Dabur continuously innovates the package and branding of its chayawanprash It
launched Dabur Chyawanprash first in 1949 in a tin pack and it was the first
branded Chyawanprash in India Later Dabur came out with its new packet of
Chyawanprash with Amitabh Bachchan as their brand ambassador It also
received ldquoBrand Relaunch of the Year ldquoaward from IMA
Available in
Dabur Chyawanprash is available in three sizes to cater to the needs of different
types of people
1 One kilogram pack
2 500 gram pack
3 250 gram pack
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PRICE
The pricing of Dabur chyawanprash is very competitive Dabur chyawanprash uses
second degree price discrimination ie more the quantity lower the price
1kg Rs19500
500gms Rs11000
250gms Rs 6200
PRICEQUALITY MATRIX
Pricerarr
Quality
darr
High Middle Low
High
Luxury
Segment
Ideal For
Penetration
DABUR
CHYAWANPRASH
Premiere
Offering
Middle
Overpriced Average Real
Bargain
Low
Make The Sale
and Run
Unhappy
Customers
Cheap
Goods
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70
PLACE
Dabur has a very wide distribution of its products through 16 million retail outlets
and 50 C amp F agents all over India who distribute products to the retailers Adistribution of C amp F agents and manufacturing locations is given below
Daburrsquos distribution network extends beyond India in the following countries as
well
Distribution Network
Central North amp South America
Australia
Asia
Middle East
North amp South Africa
East amp West Europe
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PROMOTION
The main form of promotional activities of Dabur chyawanprash are concentrated
towards advertising and it has neglible sales promotional activities
Advertising
Nothing can happen without establishing the brandrsquos heritage emphasizing
technological prowess explaining benefits and building bonds with prospective
buyers Ads are necessary because the images are still mouldable and fluid and
the consumerrsquos sophistication level is low Dabur chyawanprash is advertised on
print media as well as on television
The company has launched two ads one each with Amitabh and Vivek in
national electronic media followed by a series of print media campaign directed
towards creating awareness to educate people about the holistic benefits of
ChyawanprashThe ads have been created by McCann Ericsson and the company
would be spending close to Rs 10 crore in promotional campaign this year The
ads would also be translated in Bengali These advertisements are supposed to
target the old and the younger generation respectively
Thecompany has launched a new ad with MS Dhoni who is leader of Indian
cricket team
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SWOT ANALYSIS OF DABUR
STRENGTHS
Strong presence in well defined
niches( like value added Hair Oil and
Ayurveda specialities)
Core knowledge of Ayurveda as
competitive advantage
Strong Brand Image
Product Development Strength
Strong Distribution Network
Extensive Supply Chain
IT Initiatives
R amp D ndash a key strength
WEAKNESS
Seasonal Demand( like
chyawanprash in winter and Vatika not
in winter)
Low Penetration(Chyawanprash)
High price(Vatika)
Limited differentiation (Vatika)
Unbranded players account for
the 23rd of the total market(Vatika)
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73
OPPORTUNITIES
Untapped
Market(Chyawanprash)
Market Development
Export opportunities
Innovation
Increasing income level of the
middle class Creating additional consumption
pattern
THREATS
Existing Competition( like
Himani baidyanath and Zandu for
Dabur Chyawanprash and MaricoKeo
Karpin HLL and Bajaj for Vatika Hair Oil)
New Entrants
Threat from substitutes (like
Bryllcream for Vatika hair oil)
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74
OBJECTIVE OF THE STUDY
The major objective of the survey is to collect the data from outlets in the
specified areas where cold drinks are to be sold
To make an assessment of availability of several brands of dabur in
different packs and size in the specified areas
To make an assessment of market presence program of the dabur
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75
Research Methodology
Data collection
Sample unit
1) working people (including men amp women) amp housewife
2) college students
3) school students
4) senior citizens
5) Retailer
Sample size
1 working people amp housewife 30
2 college students 25
3 school students 20
4 senior citizens 15
5 Retailer 10
Sampling techniques
Judgmental sampling techniques used
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76
Sampling region
Sampling region will be DELHI in rural area
Data collection method
1 Primary data It will be collected with the help of a self administered
questionnaire
2 Secondary data it will be collected with the help of books research
papers magazines news papers journals internet etc
3
Research instruments
Questionnaire design
As the questionnaire is self administrated one the survey will be simple and user
friendly Words used in questionnaire will be readily understandable to all
respondent Also technical jargons will be avoided to ensure that there is no
confusion for respondents
Data Analysis - Data analysis will be done with the help of MS Excel and SPSS
Software
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DATA ANALYSIS
DABUR CHYAWANPRASH
1 AWARNESS LEVEL
I
NTERPRETATION-
According to serveyAll person are know the dabur100 person of dabur65
person kmow the Baidyanathamp Dabur 40 people of HimaniBaidyanath and
Dabur 60 person of ZanduHimaniBaidyanath and Dabur
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2 PREFERRED BRAND
INTERPRETATION-
According to servey60 person are preferred dabur product 15 person are
preferred Baidynath product 15 person are preferred Himani product 10 person
are preferred Zandu
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3SATISFACTION LEVEL
INTERPRETATION-
According to servey100 satisfaction level of dabur product 80 satisfaction level
of Baidynath product 80 satisfaction level of Himani product
60 satisfaction level of Zandu product
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80
4 REASONS FOR SELECTING A PARTICULAR BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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81
5HOW DID YOU COME TO KNOW ABOUT THIS BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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82
6 PREFERRED PACK SIZE
INTERPRETATION-
According to servey50 person are preferred 500gm product 30 person are
preferred 1kg product 20 person are preferred 250gm product
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8 REASON TO SELECT PREFERRED PACK SIZE
INTERPRETATION-
According to servey20 person are select product of itrsquos availability pack size
40 person are select product of itrsquos price pack size 25 person are select
product of itrsquos family pack size 15 person are select product of itrsquos storage
pack size
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9 FREQUENCY OF
PURCHASE
INTERPRETATION-
According to servey30 People are purchase product after one month 55
People are purchase product after two months 15 People are purchase
product after six months
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85
COMPETITOR ANALYSIS
The key competitorrsquos of Dabur in the Chyawanprash segment are Baidyanath
Zandu and Himani which together with Dabur have about 85 of Indias domestic
market
Dabur is Indias largest Ayurvedic medicine supplier and the fourth largest
producer of FMCG It was established in 1884 and had grown to a business level
in 2003 of about 650 million dollars per year though only a fraction of that is
involved with Ayurvedic medicine Dabur Chyawanprash (herbal honey) has a
market share of 61We have tried to analyse the competition for Dabur in the
Chyawanprash segment as follows
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The Himani Group
It founded in 1974 provides a diverse range of products doing 110 million dollars
of business annually though only a portion is involved with Ayurvedic products
through its Himani line the company is mainly involved with toiletries and
cosmetics but also provides Chyawanprash and other health productsIts market
share is 12
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CONCLUSIONS
The Chyawanprash Industry is yet to capture the beverage market in full swing Packed Chyawanprash
followed by Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts the market The consumerrsquos patriotic love for tea and coffee is unfared
Chyawanprash are yet to establish their supplement use in the average household here in lies the great
opportunities Within the market it is safe to conclude that dabur has hit off ratherwell with the
masses
dabur has clearly lost it head start advantage and thereby acquiring just 35 of the market share while
others enjoys rest of the market share This could be well attributed to dabor successful ATA
(Availability Taste and Affordability) marketing module the attributes most rated by the consumersLack of publicity has hampered the growth progress of the brand so aggressive advertising is needed to
promote Chyawanprash and vatika hair oil brand
The brands such as that of Chyawanprash by vednath Chyawanprash with its lsquosonacahndi lsquoMinute-
madersquo and also US food giantssDel Monte are ready to hit the Chyawanprash market very soon
As the strategies of the companies keeps on changing be it in Chyawanprash industry a company has
to create perceptions and cover them into realities It is an expensive proposition requiring huge
expenditure on advertising sponsorships and media Thus the ideal company will be the one which
combines the high end technology with consumer insight
As 16 of the excise duty is exempted on food products in this budget Many food companies including
Dabur got benefited from it On the analysis of survey it was found that target Market of Chyawanprash
want quality benefit rather then Price benefit so it is better to stress on quality rather than on
decreasing price to increase sales and profit
To increase market share Dabur should give slight price benefit on Dabur brand so that customers of
other Juice brand should switch from other brand to Dabur brand
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89
Findings
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey100 satisfaction level of dabur product 80 satisfaction level of
Baidynath product 80 satisfaction level of Himani product 60 satisfaction level of
Zandu product
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis According to servey50 person are preferred 500gm
product 30 person are preferred 1kg product 20 person are preferred 250gm
product
According to servey20 person are select product of itrsquos availability pack size 40
person are select product of itrsquos price pack size 25 person are select product of itrsquos
family pack size 15 person are select product of itrsquos storage pack size
According to servey30 People are purchase product after one month 55 People are
purchase product after two months 15 People are purchase product after six months
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LIMITATIONS
No study is free from limitations The limitations of this study can be
Sample size taken is small and may not be sufficient to predict theresults with 100 accuracy
The result is based on primary and secondary data that has itrsquos own limitations
The study only covers the area of Delhi that may not beapplicable to other areas
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RECOMMENDATIONS
Focus on growing core brands across categories
Reaching out to new geographies within Hapur area
Improve operational efficiencies by leveraging technology
Be the preferred company to meet the health and personal grooming needs of
our target consumers with safe efficacious natural solutions by synthesizing the
deep knowledge of ayurveda and herbs with modern science
Provide consumers with innovative products within easy reach
Vatika hair care centre On the lines of Maricorsquos Kaya Skin Clinic Dabur
could start a venture called Vatika hair care centre which would provide total hair
care solutions It could have hair care experts to solve hair problemsServices could
include dandruff treatment straightening of hair treatment for split endsetc
Position Dabur Chyawanprash as not more of a medicine but as something
which is necessary for health
More initiatives like ldquo Dabur ki Deewarrdquo to increase brand visibility It is an
initiative to occupy shelf space
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BIBLIOGRAPHY
Books
Marketing Management Twelfth Edition ndash Philip Kotler amp Kevin Lane Keller
Websites
wwwgooglecom
wwwdaburcom
wwwtutor2unet
wwwbrandchannelcom
The time of india
Forbs magazing
Hinustan time
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YES NO
7Which pack size do you prefer
YES NO
8On what parameters do you choose this pack size
YES NO
9 how do u increase the company position
YES NO
10 how you increase your company position in market agains other company
YES NO
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36
India is one of the largest emerging markets with a population of over one billion
India is one of the largest economies in the world in terms of purchasing power
and has a strong middle class base of 300 millionAround 70 per cent of the total
households in India (188 million) resides in the rural areas The total number of
rural households are expected to rise from 135 million in 2001-02 to 153 million
in 2009-10 This presents the largest potential market in the world The annual
size of the rural FMCG market was estimated at around US$ 105 billion in 2001-
02 With growing incomes at both the rural and the urban level the market
potential is expected to expand further
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TMarketing Mi
Product Place
Target
Market
Price Promotion
The firm attempts to generate a positive response in the target market by blending
these four marketing mix variables in an optimal manner
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38
A Summary Table of the Marketing Mix
The following table summarizes the marketing mix decisions including a list of
some of the aspects of each of the 4Ps
Summary of Marketing Mix Decisions
Product Price Place Promotion
Functionality
Appearance
Quality
Packaging
Brand
Warranty
ServiceSuppor
t
List price
Discounts
Allowances
Financing
Leasing
options
Channel members
Channel
motivation
Market coverage
Locations
Logistics
Service levels
Advertising
Personal
selling
Public
relations
Message
Media
Budget
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DABUR FOODS SELLING PROCESS
Dabur food process of selling starts from stockiest
CampFA dose not have any process to play in the process of selling of dabur
foods products They are just Clearing amp Forwarding Agents they store the
manufacturing products and then supply it to stockiest
Stockiest pay the money to dabur foods through demand draft
Stockiest further sells the products to retailers
Retailer finally sells the products to consumers
MARKETING HOW DABUR FOODS IS USING MIX
Product
Appearance Dabur tries to make its products appear very attractive
Quality Quality of the product is really unmatchable as it is tested number of
times and its products are processed using very advanced machinery and
technology
Packaging Dabur products packaging is done in such a way that its juices does
not get expired before 6 months inspite of perishable products
Brand Dabur itself is a very reputed and well known brand in the market and its
Real juice is also known all over India
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Warranty Dabur as such does not gives any warranty but if there is any problem
in its products before expiry then they replace the product
ServiceSupport Dabur foods provide full support to its stockiest retailers and
consumers what so ever the problem is
Price
List price Dabur decide its price according to its competitors and the price
structure is different for retailers and stockiest
Discounts There are different discounts for retailers stockiest and consumer from
time to time
Allowances Special allowances are gicen to stockiest sales man if he acives his
targets
Place
Channel members Channel members or business partners of dabur are its
stockiest retailers
Channel motivation Channel motivation for dabur is pull and push strategy
Market coverage Dabur Foods has a distribution network that covers 175 towns
and 75 thousand retail outlets making its product available to the consumers across
the country at ease
Locations Dabur foods try to cover or tries to place its products in each and every
shop and every location
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Promotion
Advertising Dabur products are advertised through television newspapers
magazine etc
Personal selling Dabur hardly do any personal selling except in tent shows and
road shows Same for less amp more for same
Media Media of promotion is TV Radio newspapers magazine
Budget Budget is Decided by finance team for different strategic business unit
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Critique of selling
In theory the purpose of selling is to help a customer realize his or her goals in an
economic fashion However in reality this is not always the case Customers can be influenced to purchase a product or service that initially was not of interest to
them Some salespeople are trained in the art of selling customers things they dont
need
Take for example the purchasing of a car a consumer may have a set of cars in
mind (called an evoked set) that she feels match her needs wants and budget She
may seek the advice of a salesperson given that a salesperson can help her realize
the right car given those criteria This can be a socially useful function salespeople
have specialized knowledge of products that can help consumers make an informed
decision However a salesperson may also talk a consumer into purchasing a more
expensive or perhaps larger car then she needs or can afford In this context the
salesperson may have usefully helped the customer re-evaluate her needs thereby
establishing a new set of appropriate choices among which included the newer orlarge car This again would be a helpful and useful service provided by the
salesperson However it is sometimes the case that customers purchase a product
or service that was not initially intended and remains an inappropriate purchase
after the fact On the other hand the consumer in this scenario can be held partially
responsible for the inappropriate purchase indeed A fool and his money are soon
parted (PT Barnum English proverbs)
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This dysfunctional behavior is encouraged by
Incentives of salespeople to increase their total number of sales especially where
retailers keep track of sales or offer commission-based salaries
Incentives from the manufactures of products or the companies of service
providers to salespeople to sell their products where other similar products
offered by competitors are offered
The incentive to sell a customer a product that is in need of being cleared
out despite the fact that a customer may be better to wait for the new
product
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Channel Of Distributions
Manufacturing Plant
Clearing and forwarding agent (different regions)
Stockist A Stockist B Stockist C
Retailers Retailers Retailers Retailers Retailers Retailers
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CONSUMERS
The above diagram it shows channel of distribution of dabur foods here first the products are manufactured and from Manufacturing plants the packed goods are
supplied to Clearing And Forwarding Agents(CampFA) and from here the goods are
then further supplied to number of Stockiest or Distributors from here goods
reaches to large number of Retailers and it is the duty of Stockiest to take orders
from retailers and then supply the goods to them this work is generally done by
stockiest salesman through ready stock or by taking orders first and then placing
the order From here the goods finally reaches to Customers Customer purchases
the product from retailers
This was the basic Channel of Distribution used by Dabur Foods now I will throw
light on each channel of distribution of Dabur Foods
Supply Chain Management
Supply chain management starts before physical distribution it involves procuring
the right inputs (raw materials components and capital equipment) converting
them into finished products and dispatching them to the final destinations The
supply chain perspective can help identify superior suppliers and distributors and
help them improve productivity which ultimately brings down the companyrsquos
costs
A broader view sees a company at the center of a value network that
includes its suppliers its immediate customers and their end customers The value
network includes valued relations with others such as university researchers
government approval agencies and so on
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MANUFACTURING PLANT
Dabur Foods has Number of products in its product line but its main area of
interest or the product on which they concentrate the most is Real Juice amp Coolers
Dabur has its manufacturing plant at Nepal and at Jaipur where juice is
manufactured and tested
PROCUREMENT amp TRANSPORT
Getting the raw material and packaging material requirement from the
production unit in charge
Constant updates on the procurement of materials and transport details
Production details and ingredient content information from the different personnel and coordinating this activity
PACKAGING
Approval and coordination of the supply of packaging material to the
production unit
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CLEARING AND FORWARDING AGENTA (CampFA)
From manufacturing plant the stock is transported or supplied to clearing
and forwarding agents
Clearing and Forwarding Agents is a third party and Dabur gives contract to
them so company has nothing to do in building the relationship with them
Here CampFA keep or stock the goods with them
They charge dabur for stocking the good and even dabur donrsquot mind doing
so as it is a measure of cost cutting as well as there is no need for gowdowns
and maintenance
For Ghazizbad Meerut Delhi NCR there is one CampFA whish is situated in
Mohan Nagar here all goods which dabur foods hare kept here
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STOCKIEST OR DISTRIBUTORS
Stockiest store the products in their godowns CampFA supplies the goods to
them as per their order
Stockiest has some sales men working under him they are known as
stockiest sales man Their work is to place the products in the market and
take order from retailers and then supply goods to them
Sales man either take ready stock with them or they first take orders and
then supply goods later on
There is a beat which is a schedule route of sales man means sales man has
to daily cover the route as mention in the beat
Merchandising making products visible pasting posters putting banners
and seeing that goods are properly placed in the retail outlets is also the duty
of stockiest sales man
Companiesrsquo sales officer keeps a check on the stockiest and monthly report
is also prepared which is further analyzed by ASM amp ZSM
In Noida Dabur has 1 stockist and in Ghaziabad 1
RETAILERS
Retailers are backbone of the company as they are the one who can take the
product on new heights or can bring it down to toes
Stockiest supplies goods to retailers and tries Persuading retailers to give the
brand special displays (using merchandising tools) to get affective brand
presence and arranging it in more noticeable manner
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Classification of outlets in different type of markets is different according to
their sales volume
TYPES OF RETAILS OUTLETS
Class Average Monthly Business
A Above 10000
B 5000-10000
C Upto 5000
Margin of retailers is always higher than stockiest
Retailers are the one who have direct contact with the customers
Dabur Foods has a distribution network that covers 175 towns and 75
thousand retail outlets making its product available to the consumers across
the country at ease
TYPES OF RETAIL MARKET
The retail market can be classified on the basis of magnitude of retail
SCATTERED MARKET
Lesser no of outlets and
Extensive outlets
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BLOCK MARKET
Large no of retail outlets in chunk
SUPER MARKET
Through their superior information logistical systems and buying power deliver
good service and immense volumes of products at attractive prices
CHAIN OUTLETS
Having more than one key outlet all across with a single control unit and central
purchasing strategy
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M PRODUCT LINE
Foods
Real
Real Activ
Hommade
Lemoneez
Capsico
Health Care
Baby Care
Dabur Lal Tail
Dabur Baby Olive Oil
Dabur Janma Ghunti
Health Supplements
Dabur Chyawanprash Dabur Glucose D
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Digestives
Hajmola Yumstick
Hajmola Mast Masala
Anardana
Hajmola
Hajmola Candy
Hajmola Candy Fun2
Pudin Hara (Liquid and Pearls)
Pudin Hara G
Dabur Hingoli
Natural Cures
Shilajit Gold
Nature Care Sat Isabgol
Shilajit
Ring Ring
Itch Care
Backaid
Shankha Pushpi Dabur Balm
Sarbyna Strong
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Personal Care
Hair Care Oil
Amla Hair Oil
Amla Lite Hair Oil
Vatika Hair Oil
Anmol Sarson Amla
Hair Care Shampoo
Anmol Silky Black Shampoo
Vatika Henna Conditioning Shampoo
Vatika AntiDandruff Shampoo
Anmol Natural Shine Shampoo
Oral Care
Dabur Red Gel
Dabur Red Toothpaste
Babool Toothpaste
Dabur Lal Dant Manjan
Dabur Binaca
Toothbrush
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Dabur Amongst Top Three Most
Respected FMCG Companies
Dabur Real Bags Gold In Readers
Digest Trusted Brand Awards
Dabur Figures In Top Great PlaceTo Work 2006 List
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Dabur has been ranked
amongst Indias Most
Innovative Companies by
a Business Today-Monitor
Group survey
Hajmola has been ranked
34th in Indiarsquos 100 Most
Valuable Brands list
Hajmola one of the
strongest brands in
Daburs portfolio
has been listed
among the Top 18
Iconic Brands in
India that have
stood the test oftime
Dabur Indiarsquos fruit juice
brand Reacuteal awarded the
Three Dabur brands --
Hajmola Dabur Amla and
Hajmola moves up
11 spots to take the
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Readerrsquos Digest Gold
Trusted Brand Award
2008 in the food amp
beverages category
Vatika -- have debuted in
the Economic Times
Brand Equitys Most
Trusted Brands 2008 list
Besides Dabur Foods has
climbed up to take the
40th spot
34th position
among Indias Top
100 Most Valuable
Brands of 2008
released by 4Ps and
ICMR
Dabur India Ltd has been ranked 28th in the list of Indias Top 50 Most
valuable (Company) Brands by Brand Finance
newu was voted the Most
Admired New Retail
Launch of the year at
Images Retail Awards
Dabur India CEO Mr
Sunil Duggal was named
Best Corporate Leader of
2008 at the BampE
Leadership and Excellence
Dabur India Ltd
was ranked the
Business Leader in
the FMCG -
Personal Care
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Awards Category at the
NDTV Profit
Business
Leadership Award
2008
Dabur India Ltd CEO Mr
Sunil Duggal has been
ranked among Indias
Most valueable CEOs by
Business World
Dabur India Ltd has been listed among the Super
100 of India Inc prepared by Business India
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Dedicated to the health and well being of every household
This is our company We accept personal responsibility and accountability to meet business needs
We all are leaders in our area of responsibility with a deep commitment to deliver results We are determined to be the best at doing what matters most
People are our most important asset We add value through result driven training and we encourage amp reward excellence
We have superior understanding of consumer needs and develop products to fulfill them better
We work together on the principle of mutual trust amp transparency in a boundary-less organisation We are intellectually honest in advocating proposals includingrecognizing risks
Continuous innovation in products amp processes is the basis of our success
We are committed to the achievement of business success with integrity We are honest with consumers with business partners and with each other
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INTRODUCTION OF DABUR CHYWANPRASH
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Dabur Chyawanprash the trusted name for your entire familys health
Dabur Chyawanprash has anti-oxidant properties amp strengthens your bodysinternal defense mechanism the immune system thereby protecting you fromeveryday infections cough cold amp stress etc
At a time when flu and viruses are everywhere your immunity system provides the best prevention from these deadly diseases Chyawanprash a time-tested age-
old formulation has a number of herbs like Amla known to be one of the bestantioxidants Giloy (Guduchi) known to have immuno modulatory properties andhas more than 40 other natural ingredients to boost immunity
Dabur Chyawanprash The Health Giver
Derived from 2500-year-old Ayurvedic formula
Totally chemical-free natural and safe Powerful combination of herbs and plant extracts in a
base of Amla fruit pulp Refined by Dabur to provide traditional goodness with best quality
Reinforces the immune system amp helps fight disease Trusted health provider of a majority of Indian households
Usage
Dabur Chyawanprash has a tangy sweet-sour taste and the consistency of jamIt can be taken directly or with milk and as bread spread In all cases itstherapeutic properties remain stable and active In winters have a glass ofwarm milk after having Chyawanprash In summers have a glass of cold milkafter having Chyawanprash
Dose
1-2 teaspoonful
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STP ANALYSIS OF DABUR CHYAWANPRASH
SEGMENTATION
Dabur Chyawanprash is the market leader in the Chyawanprash segment It
comes under the category of health supplements The segments that it considers
are growing kids competitive youth ever busy housewives and the aged
For the growing kids In todays competitive environment the children are under
high pressure to excel
For the competitive youth Modern life keeps the youth busy and demands them
to be active and efficient
For ever-busy housewives The homemaker needs to be fit in order to shoulder
all responsibilities
For the aged Old age weakens a person physically and mentally
After segmenting the population into these categories it aims to keep them fit
and healthy
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TARGETING
Traditionally chyawanprash was supposed to be a health supplement for the
aged and kids Dabur Chyawanprash (DCP) is now targeting adults housewives
youth and kids This it is trying to achieve through its promotion activities by
making Amitabh Bacchan and Vivek Oberoi do the endorsement act Amitabh
has been projected as a user of Chyawanprash attempting to establish the
relevance of DCP amongst the adults in todayrsquos demanding lifestyle Vivek who
represents an urban ambitious non-user with a mindset that Chyawanprash is not
for him meets his moment of truth when outperformed by a young
Chyawanprash user thus reaching out to kids His final conversion from a non-
user to a Chyawanprash user connects with the Youth These two ads compliment
each other and connect very well with the targeted consumers
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POSITIONING
Andar se strongrdquo Dabur chyawanprash has the tag line Andar se strongrdquo By
using a natural language instead of scientific language it is able to connect with
the consumers and is able to achieve a better positioning in the minds of the
Indian health conscious consumer A category like Chyawanprash for instance
needs to understand that in employing the category language it loses any chance
of expressing its own benefit distinctively
Holistic Health benefit of Ayurveda Dabur Chyawanprash helps in stimulating
immune system relieving stress improving stamina fighting aging through anti-
oxidant property improving lung function fighting respiratory infections amp
building resistance to disease The brand conveys this health conscious holistic
view of the product
Brand Trust Over 100 years of Daburrsquos experience in Ayurveda ensures selection
processing and quality control of right herbs along with scientific and clinical
studies ndash makes DCP a trustworthy offering for consumers Consumers view DCP
as a product by a trusted brand and therefore do not need to think twice beforemaking a purchasing decisio
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MARKETING MIX OF DABUR CHYAWANPRASH
Dabur Chyawanprash is the market leader in the chyawanprash segment and has
achieved this with its innovative product offering pricing strategy easy
availability and promotion campaigns In the marketing mix of Dabur we shall be
discussing the 4 Ps of marketing mix with respect to Dabur Chyawanprash The
mix shall be analyzed as followed
Product
Price
Place
Promotion
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Product Price Promotion Place
bull Product
Variety
bull Quality
bull Design
bull Features
bull Brand
Names
bull Services
bull List Price
bull Discount
bull Financing
Schemes
bull Credit Terms
bull Advertising amp
Promotion
bull Public Relations
bull Sponsorships
bull Internet
Marketing
bull Channels
bull Location
bull Inventory
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PRODUCT
Dabur Chyawanprash is the leader in the Chyawanprash category
and enjoys a market share of 61 per cent In 50s Dabur pioneered the
concept of branded Chyawanprash and since has invested heavily in
product development clinical studies and consumer awareness The
product is essentially a health supplement
Known as the ldquoelixir of liferdquo Chyawanprash has (clinically) proven benefits in
maintaining smooth body functioning The principal ingredient Amla (Indian
Gooseberry) acts as an anti-oxidant and immuno-stimulant Dabur Chyawanprash
helps in stimulating immune system relieving stress improving stamina fighting
aging through anti-oxidant property improving lung function fighting respiratory
infections amp building resistance to disease It is these properties that make Dabur
Chyawanprash a preferred choice for its users
Ingredients of Dabur Chyawanprash
Vishwast Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts
Special Vishwast fortified with additional health beneficial herbs like
Keshar Akarkara etc
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Packaging
n
The figure above shows the evolution of the packaging of Dabur Chyawanprash
Dabur continuously innovates the package and branding of its chayawanprash It
launched Dabur Chyawanprash first in 1949 in a tin pack and it was the first
branded Chyawanprash in India Later Dabur came out with its new packet of
Chyawanprash with Amitabh Bachchan as their brand ambassador It also
received ldquoBrand Relaunch of the Year ldquoaward from IMA
Available in
Dabur Chyawanprash is available in three sizes to cater to the needs of different
types of people
1 One kilogram pack
2 500 gram pack
3 250 gram pack
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PRICE
The pricing of Dabur chyawanprash is very competitive Dabur chyawanprash uses
second degree price discrimination ie more the quantity lower the price
1kg Rs19500
500gms Rs11000
250gms Rs 6200
PRICEQUALITY MATRIX
Pricerarr
Quality
darr
High Middle Low
High
Luxury
Segment
Ideal For
Penetration
DABUR
CHYAWANPRASH
Premiere
Offering
Middle
Overpriced Average Real
Bargain
Low
Make The Sale
and Run
Unhappy
Customers
Cheap
Goods
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70
PLACE
Dabur has a very wide distribution of its products through 16 million retail outlets
and 50 C amp F agents all over India who distribute products to the retailers Adistribution of C amp F agents and manufacturing locations is given below
Daburrsquos distribution network extends beyond India in the following countries as
well
Distribution Network
Central North amp South America
Australia
Asia
Middle East
North amp South Africa
East amp West Europe
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PROMOTION
The main form of promotional activities of Dabur chyawanprash are concentrated
towards advertising and it has neglible sales promotional activities
Advertising
Nothing can happen without establishing the brandrsquos heritage emphasizing
technological prowess explaining benefits and building bonds with prospective
buyers Ads are necessary because the images are still mouldable and fluid and
the consumerrsquos sophistication level is low Dabur chyawanprash is advertised on
print media as well as on television
The company has launched two ads one each with Amitabh and Vivek in
national electronic media followed by a series of print media campaign directed
towards creating awareness to educate people about the holistic benefits of
ChyawanprashThe ads have been created by McCann Ericsson and the company
would be spending close to Rs 10 crore in promotional campaign this year The
ads would also be translated in Bengali These advertisements are supposed to
target the old and the younger generation respectively
Thecompany has launched a new ad with MS Dhoni who is leader of Indian
cricket team
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SWOT ANALYSIS OF DABUR
STRENGTHS
Strong presence in well defined
niches( like value added Hair Oil and
Ayurveda specialities)
Core knowledge of Ayurveda as
competitive advantage
Strong Brand Image
Product Development Strength
Strong Distribution Network
Extensive Supply Chain
IT Initiatives
R amp D ndash a key strength
WEAKNESS
Seasonal Demand( like
chyawanprash in winter and Vatika not
in winter)
Low Penetration(Chyawanprash)
High price(Vatika)
Limited differentiation (Vatika)
Unbranded players account for
the 23rd of the total market(Vatika)
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OPPORTUNITIES
Untapped
Market(Chyawanprash)
Market Development
Export opportunities
Innovation
Increasing income level of the
middle class Creating additional consumption
pattern
THREATS
Existing Competition( like
Himani baidyanath and Zandu for
Dabur Chyawanprash and MaricoKeo
Karpin HLL and Bajaj for Vatika Hair Oil)
New Entrants
Threat from substitutes (like
Bryllcream for Vatika hair oil)
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OBJECTIVE OF THE STUDY
The major objective of the survey is to collect the data from outlets in the
specified areas where cold drinks are to be sold
To make an assessment of availability of several brands of dabur in
different packs and size in the specified areas
To make an assessment of market presence program of the dabur
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Research Methodology
Data collection
Sample unit
1) working people (including men amp women) amp housewife
2) college students
3) school students
4) senior citizens
5) Retailer
Sample size
1 working people amp housewife 30
2 college students 25
3 school students 20
4 senior citizens 15
5 Retailer 10
Sampling techniques
Judgmental sampling techniques used
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Sampling region
Sampling region will be DELHI in rural area
Data collection method
1 Primary data It will be collected with the help of a self administered
questionnaire
2 Secondary data it will be collected with the help of books research
papers magazines news papers journals internet etc
3
Research instruments
Questionnaire design
As the questionnaire is self administrated one the survey will be simple and user
friendly Words used in questionnaire will be readily understandable to all
respondent Also technical jargons will be avoided to ensure that there is no
confusion for respondents
Data Analysis - Data analysis will be done with the help of MS Excel and SPSS
Software
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DATA ANALYSIS
DABUR CHYAWANPRASH
1 AWARNESS LEVEL
I
NTERPRETATION-
According to serveyAll person are know the dabur100 person of dabur65
person kmow the Baidyanathamp Dabur 40 people of HimaniBaidyanath and
Dabur 60 person of ZanduHimaniBaidyanath and Dabur
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2 PREFERRED BRAND
INTERPRETATION-
According to servey60 person are preferred dabur product 15 person are
preferred Baidynath product 15 person are preferred Himani product 10 person
are preferred Zandu
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3SATISFACTION LEVEL
INTERPRETATION-
According to servey100 satisfaction level of dabur product 80 satisfaction level
of Baidynath product 80 satisfaction level of Himani product
60 satisfaction level of Zandu product
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4 REASONS FOR SELECTING A PARTICULAR BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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5HOW DID YOU COME TO KNOW ABOUT THIS BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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82
6 PREFERRED PACK SIZE
INTERPRETATION-
According to servey50 person are preferred 500gm product 30 person are
preferred 1kg product 20 person are preferred 250gm product
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8 REASON TO SELECT PREFERRED PACK SIZE
INTERPRETATION-
According to servey20 person are select product of itrsquos availability pack size
40 person are select product of itrsquos price pack size 25 person are select
product of itrsquos family pack size 15 person are select product of itrsquos storage
pack size
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9 FREQUENCY OF
PURCHASE
INTERPRETATION-
According to servey30 People are purchase product after one month 55
People are purchase product after two months 15 People are purchase
product after six months
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COMPETITOR ANALYSIS
The key competitorrsquos of Dabur in the Chyawanprash segment are Baidyanath
Zandu and Himani which together with Dabur have about 85 of Indias domestic
market
Dabur is Indias largest Ayurvedic medicine supplier and the fourth largest
producer of FMCG It was established in 1884 and had grown to a business level
in 2003 of about 650 million dollars per year though only a fraction of that is
involved with Ayurvedic medicine Dabur Chyawanprash (herbal honey) has a
market share of 61We have tried to analyse the competition for Dabur in the
Chyawanprash segment as follows
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The Himani Group
It founded in 1974 provides a diverse range of products doing 110 million dollars
of business annually though only a portion is involved with Ayurvedic products
through its Himani line the company is mainly involved with toiletries and
cosmetics but also provides Chyawanprash and other health productsIts market
share is 12
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CONCLUSIONS
The Chyawanprash Industry is yet to capture the beverage market in full swing Packed Chyawanprash
followed by Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts the market The consumerrsquos patriotic love for tea and coffee is unfared
Chyawanprash are yet to establish their supplement use in the average household here in lies the great
opportunities Within the market it is safe to conclude that dabur has hit off ratherwell with the
masses
dabur has clearly lost it head start advantage and thereby acquiring just 35 of the market share while
others enjoys rest of the market share This could be well attributed to dabor successful ATA
(Availability Taste and Affordability) marketing module the attributes most rated by the consumersLack of publicity has hampered the growth progress of the brand so aggressive advertising is needed to
promote Chyawanprash and vatika hair oil brand
The brands such as that of Chyawanprash by vednath Chyawanprash with its lsquosonacahndi lsquoMinute-
madersquo and also US food giantssDel Monte are ready to hit the Chyawanprash market very soon
As the strategies of the companies keeps on changing be it in Chyawanprash industry a company has
to create perceptions and cover them into realities It is an expensive proposition requiring huge
expenditure on advertising sponsorships and media Thus the ideal company will be the one which
combines the high end technology with consumer insight
As 16 of the excise duty is exempted on food products in this budget Many food companies including
Dabur got benefited from it On the analysis of survey it was found that target Market of Chyawanprash
want quality benefit rather then Price benefit so it is better to stress on quality rather than on
decreasing price to increase sales and profit
To increase market share Dabur should give slight price benefit on Dabur brand so that customers of
other Juice brand should switch from other brand to Dabur brand
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89
Findings
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey100 satisfaction level of dabur product 80 satisfaction level of
Baidynath product 80 satisfaction level of Himani product 60 satisfaction level of
Zandu product
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis According to servey50 person are preferred 500gm
product 30 person are preferred 1kg product 20 person are preferred 250gm
product
According to servey20 person are select product of itrsquos availability pack size 40
person are select product of itrsquos price pack size 25 person are select product of itrsquos
family pack size 15 person are select product of itrsquos storage pack size
According to servey30 People are purchase product after one month 55 People are
purchase product after two months 15 People are purchase product after six months
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LIMITATIONS
No study is free from limitations The limitations of this study can be
Sample size taken is small and may not be sufficient to predict theresults with 100 accuracy
The result is based on primary and secondary data that has itrsquos own limitations
The study only covers the area of Delhi that may not beapplicable to other areas
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RECOMMENDATIONS
Focus on growing core brands across categories
Reaching out to new geographies within Hapur area
Improve operational efficiencies by leveraging technology
Be the preferred company to meet the health and personal grooming needs of
our target consumers with safe efficacious natural solutions by synthesizing the
deep knowledge of ayurveda and herbs with modern science
Provide consumers with innovative products within easy reach
Vatika hair care centre On the lines of Maricorsquos Kaya Skin Clinic Dabur
could start a venture called Vatika hair care centre which would provide total hair
care solutions It could have hair care experts to solve hair problemsServices could
include dandruff treatment straightening of hair treatment for split endsetc
Position Dabur Chyawanprash as not more of a medicine but as something
which is necessary for health
More initiatives like ldquo Dabur ki Deewarrdquo to increase brand visibility It is an
initiative to occupy shelf space
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92
BIBLIOGRAPHY
Books
Marketing Management Twelfth Edition ndash Philip Kotler amp Kevin Lane Keller
Websites
wwwgooglecom
wwwdaburcom
wwwtutor2unet
wwwbrandchannelcom
The time of india
Forbs magazing
Hinustan time
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YES NO
7Which pack size do you prefer
YES NO
8On what parameters do you choose this pack size
YES NO
9 how do u increase the company position
YES NO
10 how you increase your company position in market agains other company
YES NO
![Page 37: Making by Th Harsh Pandit](https://reader033.vdocuments.mx/reader033/viewer/2022052406/577cd3191a28ab9e7896af7d/html5/thumbnails/37.jpg)
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TMarketing Mi
Product Place
Target
Market
Price Promotion
The firm attempts to generate a positive response in the target market by blending
these four marketing mix variables in an optimal manner
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38
A Summary Table of the Marketing Mix
The following table summarizes the marketing mix decisions including a list of
some of the aspects of each of the 4Ps
Summary of Marketing Mix Decisions
Product Price Place Promotion
Functionality
Appearance
Quality
Packaging
Brand
Warranty
ServiceSuppor
t
List price
Discounts
Allowances
Financing
Leasing
options
Channel members
Channel
motivation
Market coverage
Locations
Logistics
Service levels
Advertising
Personal
selling
Public
relations
Message
Media
Budget
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39
DABUR FOODS SELLING PROCESS
Dabur food process of selling starts from stockiest
CampFA dose not have any process to play in the process of selling of dabur
foods products They are just Clearing amp Forwarding Agents they store the
manufacturing products and then supply it to stockiest
Stockiest pay the money to dabur foods through demand draft
Stockiest further sells the products to retailers
Retailer finally sells the products to consumers
MARKETING HOW DABUR FOODS IS USING MIX
Product
Appearance Dabur tries to make its products appear very attractive
Quality Quality of the product is really unmatchable as it is tested number of
times and its products are processed using very advanced machinery and
technology
Packaging Dabur products packaging is done in such a way that its juices does
not get expired before 6 months inspite of perishable products
Brand Dabur itself is a very reputed and well known brand in the market and its
Real juice is also known all over India
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40
Warranty Dabur as such does not gives any warranty but if there is any problem
in its products before expiry then they replace the product
ServiceSupport Dabur foods provide full support to its stockiest retailers and
consumers what so ever the problem is
Price
List price Dabur decide its price according to its competitors and the price
structure is different for retailers and stockiest
Discounts There are different discounts for retailers stockiest and consumer from
time to time
Allowances Special allowances are gicen to stockiest sales man if he acives his
targets
Place
Channel members Channel members or business partners of dabur are its
stockiest retailers
Channel motivation Channel motivation for dabur is pull and push strategy
Market coverage Dabur Foods has a distribution network that covers 175 towns
and 75 thousand retail outlets making its product available to the consumers across
the country at ease
Locations Dabur foods try to cover or tries to place its products in each and every
shop and every location
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Promotion
Advertising Dabur products are advertised through television newspapers
magazine etc
Personal selling Dabur hardly do any personal selling except in tent shows and
road shows Same for less amp more for same
Media Media of promotion is TV Radio newspapers magazine
Budget Budget is Decided by finance team for different strategic business unit
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Critique of selling
In theory the purpose of selling is to help a customer realize his or her goals in an
economic fashion However in reality this is not always the case Customers can be influenced to purchase a product or service that initially was not of interest to
them Some salespeople are trained in the art of selling customers things they dont
need
Take for example the purchasing of a car a consumer may have a set of cars in
mind (called an evoked set) that she feels match her needs wants and budget She
may seek the advice of a salesperson given that a salesperson can help her realize
the right car given those criteria This can be a socially useful function salespeople
have specialized knowledge of products that can help consumers make an informed
decision However a salesperson may also talk a consumer into purchasing a more
expensive or perhaps larger car then she needs or can afford In this context the
salesperson may have usefully helped the customer re-evaluate her needs thereby
establishing a new set of appropriate choices among which included the newer orlarge car This again would be a helpful and useful service provided by the
salesperson However it is sometimes the case that customers purchase a product
or service that was not initially intended and remains an inappropriate purchase
after the fact On the other hand the consumer in this scenario can be held partially
responsible for the inappropriate purchase indeed A fool and his money are soon
parted (PT Barnum English proverbs)
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This dysfunctional behavior is encouraged by
Incentives of salespeople to increase their total number of sales especially where
retailers keep track of sales or offer commission-based salaries
Incentives from the manufactures of products or the companies of service
providers to salespeople to sell their products where other similar products
offered by competitors are offered
The incentive to sell a customer a product that is in need of being cleared
out despite the fact that a customer may be better to wait for the new
product
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Channel Of Distributions
Manufacturing Plant
Clearing and forwarding agent (different regions)
Stockist A Stockist B Stockist C
Retailers Retailers Retailers Retailers Retailers Retailers
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CONSUMERS
The above diagram it shows channel of distribution of dabur foods here first the products are manufactured and from Manufacturing plants the packed goods are
supplied to Clearing And Forwarding Agents(CampFA) and from here the goods are
then further supplied to number of Stockiest or Distributors from here goods
reaches to large number of Retailers and it is the duty of Stockiest to take orders
from retailers and then supply the goods to them this work is generally done by
stockiest salesman through ready stock or by taking orders first and then placing
the order From here the goods finally reaches to Customers Customer purchases
the product from retailers
This was the basic Channel of Distribution used by Dabur Foods now I will throw
light on each channel of distribution of Dabur Foods
Supply Chain Management
Supply chain management starts before physical distribution it involves procuring
the right inputs (raw materials components and capital equipment) converting
them into finished products and dispatching them to the final destinations The
supply chain perspective can help identify superior suppliers and distributors and
help them improve productivity which ultimately brings down the companyrsquos
costs
A broader view sees a company at the center of a value network that
includes its suppliers its immediate customers and their end customers The value
network includes valued relations with others such as university researchers
government approval agencies and so on
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MANUFACTURING PLANT
Dabur Foods has Number of products in its product line but its main area of
interest or the product on which they concentrate the most is Real Juice amp Coolers
Dabur has its manufacturing plant at Nepal and at Jaipur where juice is
manufactured and tested
PROCUREMENT amp TRANSPORT
Getting the raw material and packaging material requirement from the
production unit in charge
Constant updates on the procurement of materials and transport details
Production details and ingredient content information from the different personnel and coordinating this activity
PACKAGING
Approval and coordination of the supply of packaging material to the
production unit
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CLEARING AND FORWARDING AGENTA (CampFA)
From manufacturing plant the stock is transported or supplied to clearing
and forwarding agents
Clearing and Forwarding Agents is a third party and Dabur gives contract to
them so company has nothing to do in building the relationship with them
Here CampFA keep or stock the goods with them
They charge dabur for stocking the good and even dabur donrsquot mind doing
so as it is a measure of cost cutting as well as there is no need for gowdowns
and maintenance
For Ghazizbad Meerut Delhi NCR there is one CampFA whish is situated in
Mohan Nagar here all goods which dabur foods hare kept here
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STOCKIEST OR DISTRIBUTORS
Stockiest store the products in their godowns CampFA supplies the goods to
them as per their order
Stockiest has some sales men working under him they are known as
stockiest sales man Their work is to place the products in the market and
take order from retailers and then supply goods to them
Sales man either take ready stock with them or they first take orders and
then supply goods later on
There is a beat which is a schedule route of sales man means sales man has
to daily cover the route as mention in the beat
Merchandising making products visible pasting posters putting banners
and seeing that goods are properly placed in the retail outlets is also the duty
of stockiest sales man
Companiesrsquo sales officer keeps a check on the stockiest and monthly report
is also prepared which is further analyzed by ASM amp ZSM
In Noida Dabur has 1 stockist and in Ghaziabad 1
RETAILERS
Retailers are backbone of the company as they are the one who can take the
product on new heights or can bring it down to toes
Stockiest supplies goods to retailers and tries Persuading retailers to give the
brand special displays (using merchandising tools) to get affective brand
presence and arranging it in more noticeable manner
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Classification of outlets in different type of markets is different according to
their sales volume
TYPES OF RETAILS OUTLETS
Class Average Monthly Business
A Above 10000
B 5000-10000
C Upto 5000
Margin of retailers is always higher than stockiest
Retailers are the one who have direct contact with the customers
Dabur Foods has a distribution network that covers 175 towns and 75
thousand retail outlets making its product available to the consumers across
the country at ease
TYPES OF RETAIL MARKET
The retail market can be classified on the basis of magnitude of retail
SCATTERED MARKET
Lesser no of outlets and
Extensive outlets
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50
BLOCK MARKET
Large no of retail outlets in chunk
SUPER MARKET
Through their superior information logistical systems and buying power deliver
good service and immense volumes of products at attractive prices
CHAIN OUTLETS
Having more than one key outlet all across with a single control unit and central
purchasing strategy
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M PRODUCT LINE
Foods
Real
Real Activ
Hommade
Lemoneez
Capsico
Health Care
Baby Care
Dabur Lal Tail
Dabur Baby Olive Oil
Dabur Janma Ghunti
Health Supplements
Dabur Chyawanprash Dabur Glucose D
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Digestives
Hajmola Yumstick
Hajmola Mast Masala
Anardana
Hajmola
Hajmola Candy
Hajmola Candy Fun2
Pudin Hara (Liquid and Pearls)
Pudin Hara G
Dabur Hingoli
Natural Cures
Shilajit Gold
Nature Care Sat Isabgol
Shilajit
Ring Ring
Itch Care
Backaid
Shankha Pushpi Dabur Balm
Sarbyna Strong
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Personal Care
Hair Care Oil
Amla Hair Oil
Amla Lite Hair Oil
Vatika Hair Oil
Anmol Sarson Amla
Hair Care Shampoo
Anmol Silky Black Shampoo
Vatika Henna Conditioning Shampoo
Vatika AntiDandruff Shampoo
Anmol Natural Shine Shampoo
Oral Care
Dabur Red Gel
Dabur Red Toothpaste
Babool Toothpaste
Dabur Lal Dant Manjan
Dabur Binaca
Toothbrush
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Dabur Amongst Top Three Most
Respected FMCG Companies
Dabur Real Bags Gold In Readers
Digest Trusted Brand Awards
Dabur Figures In Top Great PlaceTo Work 2006 List
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Dabur has been ranked
amongst Indias Most
Innovative Companies by
a Business Today-Monitor
Group survey
Hajmola has been ranked
34th in Indiarsquos 100 Most
Valuable Brands list
Hajmola one of the
strongest brands in
Daburs portfolio
has been listed
among the Top 18
Iconic Brands in
India that have
stood the test oftime
Dabur Indiarsquos fruit juice
brand Reacuteal awarded the
Three Dabur brands --
Hajmola Dabur Amla and
Hajmola moves up
11 spots to take the
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Readerrsquos Digest Gold
Trusted Brand Award
2008 in the food amp
beverages category
Vatika -- have debuted in
the Economic Times
Brand Equitys Most
Trusted Brands 2008 list
Besides Dabur Foods has
climbed up to take the
40th spot
34th position
among Indias Top
100 Most Valuable
Brands of 2008
released by 4Ps and
ICMR
Dabur India Ltd has been ranked 28th in the list of Indias Top 50 Most
valuable (Company) Brands by Brand Finance
newu was voted the Most
Admired New Retail
Launch of the year at
Images Retail Awards
Dabur India CEO Mr
Sunil Duggal was named
Best Corporate Leader of
2008 at the BampE
Leadership and Excellence
Dabur India Ltd
was ranked the
Business Leader in
the FMCG -
Personal Care
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Awards Category at the
NDTV Profit
Business
Leadership Award
2008
Dabur India Ltd CEO Mr
Sunil Duggal has been
ranked among Indias
Most valueable CEOs by
Business World
Dabur India Ltd has been listed among the Super
100 of India Inc prepared by Business India
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Dedicated to the health and well being of every household
This is our company We accept personal responsibility and accountability to meet business needs
We all are leaders in our area of responsibility with a deep commitment to deliver results We are determined to be the best at doing what matters most
People are our most important asset We add value through result driven training and we encourage amp reward excellence
We have superior understanding of consumer needs and develop products to fulfill them better
We work together on the principle of mutual trust amp transparency in a boundary-less organisation We are intellectually honest in advocating proposals includingrecognizing risks
Continuous innovation in products amp processes is the basis of our success
We are committed to the achievement of business success with integrity We are honest with consumers with business partners and with each other
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INTRODUCTION OF DABUR CHYWANPRASH
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Dabur Chyawanprash the trusted name for your entire familys health
Dabur Chyawanprash has anti-oxidant properties amp strengthens your bodysinternal defense mechanism the immune system thereby protecting you fromeveryday infections cough cold amp stress etc
At a time when flu and viruses are everywhere your immunity system provides the best prevention from these deadly diseases Chyawanprash a time-tested age-
old formulation has a number of herbs like Amla known to be one of the bestantioxidants Giloy (Guduchi) known to have immuno modulatory properties andhas more than 40 other natural ingredients to boost immunity
Dabur Chyawanprash The Health Giver
Derived from 2500-year-old Ayurvedic formula
Totally chemical-free natural and safe Powerful combination of herbs and plant extracts in a
base of Amla fruit pulp Refined by Dabur to provide traditional goodness with best quality
Reinforces the immune system amp helps fight disease Trusted health provider of a majority of Indian households
Usage
Dabur Chyawanprash has a tangy sweet-sour taste and the consistency of jamIt can be taken directly or with milk and as bread spread In all cases itstherapeutic properties remain stable and active In winters have a glass ofwarm milk after having Chyawanprash In summers have a glass of cold milkafter having Chyawanprash
Dose
1-2 teaspoonful
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STP ANALYSIS OF DABUR CHYAWANPRASH
SEGMENTATION
Dabur Chyawanprash is the market leader in the Chyawanprash segment It
comes under the category of health supplements The segments that it considers
are growing kids competitive youth ever busy housewives and the aged
For the growing kids In todays competitive environment the children are under
high pressure to excel
For the competitive youth Modern life keeps the youth busy and demands them
to be active and efficient
For ever-busy housewives The homemaker needs to be fit in order to shoulder
all responsibilities
For the aged Old age weakens a person physically and mentally
After segmenting the population into these categories it aims to keep them fit
and healthy
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TARGETING
Traditionally chyawanprash was supposed to be a health supplement for the
aged and kids Dabur Chyawanprash (DCP) is now targeting adults housewives
youth and kids This it is trying to achieve through its promotion activities by
making Amitabh Bacchan and Vivek Oberoi do the endorsement act Amitabh
has been projected as a user of Chyawanprash attempting to establish the
relevance of DCP amongst the adults in todayrsquos demanding lifestyle Vivek who
represents an urban ambitious non-user with a mindset that Chyawanprash is not
for him meets his moment of truth when outperformed by a young
Chyawanprash user thus reaching out to kids His final conversion from a non-
user to a Chyawanprash user connects with the Youth These two ads compliment
each other and connect very well with the targeted consumers
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POSITIONING
Andar se strongrdquo Dabur chyawanprash has the tag line Andar se strongrdquo By
using a natural language instead of scientific language it is able to connect with
the consumers and is able to achieve a better positioning in the minds of the
Indian health conscious consumer A category like Chyawanprash for instance
needs to understand that in employing the category language it loses any chance
of expressing its own benefit distinctively
Holistic Health benefit of Ayurveda Dabur Chyawanprash helps in stimulating
immune system relieving stress improving stamina fighting aging through anti-
oxidant property improving lung function fighting respiratory infections amp
building resistance to disease The brand conveys this health conscious holistic
view of the product
Brand Trust Over 100 years of Daburrsquos experience in Ayurveda ensures selection
processing and quality control of right herbs along with scientific and clinical
studies ndash makes DCP a trustworthy offering for consumers Consumers view DCP
as a product by a trusted brand and therefore do not need to think twice beforemaking a purchasing decisio
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MARKETING MIX OF DABUR CHYAWANPRASH
Dabur Chyawanprash is the market leader in the chyawanprash segment and has
achieved this with its innovative product offering pricing strategy easy
availability and promotion campaigns In the marketing mix of Dabur we shall be
discussing the 4 Ps of marketing mix with respect to Dabur Chyawanprash The
mix shall be analyzed as followed
Product
Price
Place
Promotion
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Product Price Promotion Place
bull Product
Variety
bull Quality
bull Design
bull Features
bull Brand
Names
bull Services
bull List Price
bull Discount
bull Financing
Schemes
bull Credit Terms
bull Advertising amp
Promotion
bull Public Relations
bull Sponsorships
bull Internet
Marketing
bull Channels
bull Location
bull Inventory
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PRODUCT
Dabur Chyawanprash is the leader in the Chyawanprash category
and enjoys a market share of 61 per cent In 50s Dabur pioneered the
concept of branded Chyawanprash and since has invested heavily in
product development clinical studies and consumer awareness The
product is essentially a health supplement
Known as the ldquoelixir of liferdquo Chyawanprash has (clinically) proven benefits in
maintaining smooth body functioning The principal ingredient Amla (Indian
Gooseberry) acts as an anti-oxidant and immuno-stimulant Dabur Chyawanprash
helps in stimulating immune system relieving stress improving stamina fighting
aging through anti-oxidant property improving lung function fighting respiratory
infections amp building resistance to disease It is these properties that make Dabur
Chyawanprash a preferred choice for its users
Ingredients of Dabur Chyawanprash
Vishwast Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts
Special Vishwast fortified with additional health beneficial herbs like
Keshar Akarkara etc
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Packaging
n
The figure above shows the evolution of the packaging of Dabur Chyawanprash
Dabur continuously innovates the package and branding of its chayawanprash It
launched Dabur Chyawanprash first in 1949 in a tin pack and it was the first
branded Chyawanprash in India Later Dabur came out with its new packet of
Chyawanprash with Amitabh Bachchan as their brand ambassador It also
received ldquoBrand Relaunch of the Year ldquoaward from IMA
Available in
Dabur Chyawanprash is available in three sizes to cater to the needs of different
types of people
1 One kilogram pack
2 500 gram pack
3 250 gram pack
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PRICE
The pricing of Dabur chyawanprash is very competitive Dabur chyawanprash uses
second degree price discrimination ie more the quantity lower the price
1kg Rs19500
500gms Rs11000
250gms Rs 6200
PRICEQUALITY MATRIX
Pricerarr
Quality
darr
High Middle Low
High
Luxury
Segment
Ideal For
Penetration
DABUR
CHYAWANPRASH
Premiere
Offering
Middle
Overpriced Average Real
Bargain
Low
Make The Sale
and Run
Unhappy
Customers
Cheap
Goods
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PLACE
Dabur has a very wide distribution of its products through 16 million retail outlets
and 50 C amp F agents all over India who distribute products to the retailers Adistribution of C amp F agents and manufacturing locations is given below
Daburrsquos distribution network extends beyond India in the following countries as
well
Distribution Network
Central North amp South America
Australia
Asia
Middle East
North amp South Africa
East amp West Europe
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PROMOTION
The main form of promotional activities of Dabur chyawanprash are concentrated
towards advertising and it has neglible sales promotional activities
Advertising
Nothing can happen without establishing the brandrsquos heritage emphasizing
technological prowess explaining benefits and building bonds with prospective
buyers Ads are necessary because the images are still mouldable and fluid and
the consumerrsquos sophistication level is low Dabur chyawanprash is advertised on
print media as well as on television
The company has launched two ads one each with Amitabh and Vivek in
national electronic media followed by a series of print media campaign directed
towards creating awareness to educate people about the holistic benefits of
ChyawanprashThe ads have been created by McCann Ericsson and the company
would be spending close to Rs 10 crore in promotional campaign this year The
ads would also be translated in Bengali These advertisements are supposed to
target the old and the younger generation respectively
Thecompany has launched a new ad with MS Dhoni who is leader of Indian
cricket team
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SWOT ANALYSIS OF DABUR
STRENGTHS
Strong presence in well defined
niches( like value added Hair Oil and
Ayurveda specialities)
Core knowledge of Ayurveda as
competitive advantage
Strong Brand Image
Product Development Strength
Strong Distribution Network
Extensive Supply Chain
IT Initiatives
R amp D ndash a key strength
WEAKNESS
Seasonal Demand( like
chyawanprash in winter and Vatika not
in winter)
Low Penetration(Chyawanprash)
High price(Vatika)
Limited differentiation (Vatika)
Unbranded players account for
the 23rd of the total market(Vatika)
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OPPORTUNITIES
Untapped
Market(Chyawanprash)
Market Development
Export opportunities
Innovation
Increasing income level of the
middle class Creating additional consumption
pattern
THREATS
Existing Competition( like
Himani baidyanath and Zandu for
Dabur Chyawanprash and MaricoKeo
Karpin HLL and Bajaj for Vatika Hair Oil)
New Entrants
Threat from substitutes (like
Bryllcream for Vatika hair oil)
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OBJECTIVE OF THE STUDY
The major objective of the survey is to collect the data from outlets in the
specified areas where cold drinks are to be sold
To make an assessment of availability of several brands of dabur in
different packs and size in the specified areas
To make an assessment of market presence program of the dabur
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Research Methodology
Data collection
Sample unit
1) working people (including men amp women) amp housewife
2) college students
3) school students
4) senior citizens
5) Retailer
Sample size
1 working people amp housewife 30
2 college students 25
3 school students 20
4 senior citizens 15
5 Retailer 10
Sampling techniques
Judgmental sampling techniques used
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Sampling region
Sampling region will be DELHI in rural area
Data collection method
1 Primary data It will be collected with the help of a self administered
questionnaire
2 Secondary data it will be collected with the help of books research
papers magazines news papers journals internet etc
3
Research instruments
Questionnaire design
As the questionnaire is self administrated one the survey will be simple and user
friendly Words used in questionnaire will be readily understandable to all
respondent Also technical jargons will be avoided to ensure that there is no
confusion for respondents
Data Analysis - Data analysis will be done with the help of MS Excel and SPSS
Software
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DATA ANALYSIS
DABUR CHYAWANPRASH
1 AWARNESS LEVEL
I
NTERPRETATION-
According to serveyAll person are know the dabur100 person of dabur65
person kmow the Baidyanathamp Dabur 40 people of HimaniBaidyanath and
Dabur 60 person of ZanduHimaniBaidyanath and Dabur
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2 PREFERRED BRAND
INTERPRETATION-
According to servey60 person are preferred dabur product 15 person are
preferred Baidynath product 15 person are preferred Himani product 10 person
are preferred Zandu
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3SATISFACTION LEVEL
INTERPRETATION-
According to servey100 satisfaction level of dabur product 80 satisfaction level
of Baidynath product 80 satisfaction level of Himani product
60 satisfaction level of Zandu product
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4 REASONS FOR SELECTING A PARTICULAR BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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5HOW DID YOU COME TO KNOW ABOUT THIS BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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6 PREFERRED PACK SIZE
INTERPRETATION-
According to servey50 person are preferred 500gm product 30 person are
preferred 1kg product 20 person are preferred 250gm product
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8 REASON TO SELECT PREFERRED PACK SIZE
INTERPRETATION-
According to servey20 person are select product of itrsquos availability pack size
40 person are select product of itrsquos price pack size 25 person are select
product of itrsquos family pack size 15 person are select product of itrsquos storage
pack size
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9 FREQUENCY OF
PURCHASE
INTERPRETATION-
According to servey30 People are purchase product after one month 55
People are purchase product after two months 15 People are purchase
product after six months
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COMPETITOR ANALYSIS
The key competitorrsquos of Dabur in the Chyawanprash segment are Baidyanath
Zandu and Himani which together with Dabur have about 85 of Indias domestic
market
Dabur is Indias largest Ayurvedic medicine supplier and the fourth largest
producer of FMCG It was established in 1884 and had grown to a business level
in 2003 of about 650 million dollars per year though only a fraction of that is
involved with Ayurvedic medicine Dabur Chyawanprash (herbal honey) has a
market share of 61We have tried to analyse the competition for Dabur in the
Chyawanprash segment as follows
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The Himani Group
It founded in 1974 provides a diverse range of products doing 110 million dollars
of business annually though only a portion is involved with Ayurvedic products
through its Himani line the company is mainly involved with toiletries and
cosmetics but also provides Chyawanprash and other health productsIts market
share is 12
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CONCLUSIONS
The Chyawanprash Industry is yet to capture the beverage market in full swing Packed Chyawanprash
followed by Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts the market The consumerrsquos patriotic love for tea and coffee is unfared
Chyawanprash are yet to establish their supplement use in the average household here in lies the great
opportunities Within the market it is safe to conclude that dabur has hit off ratherwell with the
masses
dabur has clearly lost it head start advantage and thereby acquiring just 35 of the market share while
others enjoys rest of the market share This could be well attributed to dabor successful ATA
(Availability Taste and Affordability) marketing module the attributes most rated by the consumersLack of publicity has hampered the growth progress of the brand so aggressive advertising is needed to
promote Chyawanprash and vatika hair oil brand
The brands such as that of Chyawanprash by vednath Chyawanprash with its lsquosonacahndi lsquoMinute-
madersquo and also US food giantssDel Monte are ready to hit the Chyawanprash market very soon
As the strategies of the companies keeps on changing be it in Chyawanprash industry a company has
to create perceptions and cover them into realities It is an expensive proposition requiring huge
expenditure on advertising sponsorships and media Thus the ideal company will be the one which
combines the high end technology with consumer insight
As 16 of the excise duty is exempted on food products in this budget Many food companies including
Dabur got benefited from it On the analysis of survey it was found that target Market of Chyawanprash
want quality benefit rather then Price benefit so it is better to stress on quality rather than on
decreasing price to increase sales and profit
To increase market share Dabur should give slight price benefit on Dabur brand so that customers of
other Juice brand should switch from other brand to Dabur brand
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89
Findings
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey100 satisfaction level of dabur product 80 satisfaction level of
Baidynath product 80 satisfaction level of Himani product 60 satisfaction level of
Zandu product
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis According to servey50 person are preferred 500gm
product 30 person are preferred 1kg product 20 person are preferred 250gm
product
According to servey20 person are select product of itrsquos availability pack size 40
person are select product of itrsquos price pack size 25 person are select product of itrsquos
family pack size 15 person are select product of itrsquos storage pack size
According to servey30 People are purchase product after one month 55 People are
purchase product after two months 15 People are purchase product after six months
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LIMITATIONS
No study is free from limitations The limitations of this study can be
Sample size taken is small and may not be sufficient to predict theresults with 100 accuracy
The result is based on primary and secondary data that has itrsquos own limitations
The study only covers the area of Delhi that may not beapplicable to other areas
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RECOMMENDATIONS
Focus on growing core brands across categories
Reaching out to new geographies within Hapur area
Improve operational efficiencies by leveraging technology
Be the preferred company to meet the health and personal grooming needs of
our target consumers with safe efficacious natural solutions by synthesizing the
deep knowledge of ayurveda and herbs with modern science
Provide consumers with innovative products within easy reach
Vatika hair care centre On the lines of Maricorsquos Kaya Skin Clinic Dabur
could start a venture called Vatika hair care centre which would provide total hair
care solutions It could have hair care experts to solve hair problemsServices could
include dandruff treatment straightening of hair treatment for split endsetc
Position Dabur Chyawanprash as not more of a medicine but as something
which is necessary for health
More initiatives like ldquo Dabur ki Deewarrdquo to increase brand visibility It is an
initiative to occupy shelf space
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92
BIBLIOGRAPHY
Books
Marketing Management Twelfth Edition ndash Philip Kotler amp Kevin Lane Keller
Websites
wwwgooglecom
wwwdaburcom
wwwtutor2unet
wwwbrandchannelcom
The time of india
Forbs magazing
Hinustan time
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YES NO
7Which pack size do you prefer
YES NO
8On what parameters do you choose this pack size
YES NO
9 how do u increase the company position
YES NO
10 how you increase your company position in market agains other company
YES NO
![Page 38: Making by Th Harsh Pandit](https://reader033.vdocuments.mx/reader033/viewer/2022052406/577cd3191a28ab9e7896af7d/html5/thumbnails/38.jpg)
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38
A Summary Table of the Marketing Mix
The following table summarizes the marketing mix decisions including a list of
some of the aspects of each of the 4Ps
Summary of Marketing Mix Decisions
Product Price Place Promotion
Functionality
Appearance
Quality
Packaging
Brand
Warranty
ServiceSuppor
t
List price
Discounts
Allowances
Financing
Leasing
options
Channel members
Channel
motivation
Market coverage
Locations
Logistics
Service levels
Advertising
Personal
selling
Public
relations
Message
Media
Budget
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39
DABUR FOODS SELLING PROCESS
Dabur food process of selling starts from stockiest
CampFA dose not have any process to play in the process of selling of dabur
foods products They are just Clearing amp Forwarding Agents they store the
manufacturing products and then supply it to stockiest
Stockiest pay the money to dabur foods through demand draft
Stockiest further sells the products to retailers
Retailer finally sells the products to consumers
MARKETING HOW DABUR FOODS IS USING MIX
Product
Appearance Dabur tries to make its products appear very attractive
Quality Quality of the product is really unmatchable as it is tested number of
times and its products are processed using very advanced machinery and
technology
Packaging Dabur products packaging is done in such a way that its juices does
not get expired before 6 months inspite of perishable products
Brand Dabur itself is a very reputed and well known brand in the market and its
Real juice is also known all over India
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40
Warranty Dabur as such does not gives any warranty but if there is any problem
in its products before expiry then they replace the product
ServiceSupport Dabur foods provide full support to its stockiest retailers and
consumers what so ever the problem is
Price
List price Dabur decide its price according to its competitors and the price
structure is different for retailers and stockiest
Discounts There are different discounts for retailers stockiest and consumer from
time to time
Allowances Special allowances are gicen to stockiest sales man if he acives his
targets
Place
Channel members Channel members or business partners of dabur are its
stockiest retailers
Channel motivation Channel motivation for dabur is pull and push strategy
Market coverage Dabur Foods has a distribution network that covers 175 towns
and 75 thousand retail outlets making its product available to the consumers across
the country at ease
Locations Dabur foods try to cover or tries to place its products in each and every
shop and every location
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41
Promotion
Advertising Dabur products are advertised through television newspapers
magazine etc
Personal selling Dabur hardly do any personal selling except in tent shows and
road shows Same for less amp more for same
Media Media of promotion is TV Radio newspapers magazine
Budget Budget is Decided by finance team for different strategic business unit
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Critique of selling
In theory the purpose of selling is to help a customer realize his or her goals in an
economic fashion However in reality this is not always the case Customers can be influenced to purchase a product or service that initially was not of interest to
them Some salespeople are trained in the art of selling customers things they dont
need
Take for example the purchasing of a car a consumer may have a set of cars in
mind (called an evoked set) that she feels match her needs wants and budget She
may seek the advice of a salesperson given that a salesperson can help her realize
the right car given those criteria This can be a socially useful function salespeople
have specialized knowledge of products that can help consumers make an informed
decision However a salesperson may also talk a consumer into purchasing a more
expensive or perhaps larger car then she needs or can afford In this context the
salesperson may have usefully helped the customer re-evaluate her needs thereby
establishing a new set of appropriate choices among which included the newer orlarge car This again would be a helpful and useful service provided by the
salesperson However it is sometimes the case that customers purchase a product
or service that was not initially intended and remains an inappropriate purchase
after the fact On the other hand the consumer in this scenario can be held partially
responsible for the inappropriate purchase indeed A fool and his money are soon
parted (PT Barnum English proverbs)
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This dysfunctional behavior is encouraged by
Incentives of salespeople to increase their total number of sales especially where
retailers keep track of sales or offer commission-based salaries
Incentives from the manufactures of products or the companies of service
providers to salespeople to sell their products where other similar products
offered by competitors are offered
The incentive to sell a customer a product that is in need of being cleared
out despite the fact that a customer may be better to wait for the new
product
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Channel Of Distributions
Manufacturing Plant
Clearing and forwarding agent (different regions)
Stockist A Stockist B Stockist C
Retailers Retailers Retailers Retailers Retailers Retailers
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CONSUMERS
The above diagram it shows channel of distribution of dabur foods here first the products are manufactured and from Manufacturing plants the packed goods are
supplied to Clearing And Forwarding Agents(CampFA) and from here the goods are
then further supplied to number of Stockiest or Distributors from here goods
reaches to large number of Retailers and it is the duty of Stockiest to take orders
from retailers and then supply the goods to them this work is generally done by
stockiest salesman through ready stock or by taking orders first and then placing
the order From here the goods finally reaches to Customers Customer purchases
the product from retailers
This was the basic Channel of Distribution used by Dabur Foods now I will throw
light on each channel of distribution of Dabur Foods
Supply Chain Management
Supply chain management starts before physical distribution it involves procuring
the right inputs (raw materials components and capital equipment) converting
them into finished products and dispatching them to the final destinations The
supply chain perspective can help identify superior suppliers and distributors and
help them improve productivity which ultimately brings down the companyrsquos
costs
A broader view sees a company at the center of a value network that
includes its suppliers its immediate customers and their end customers The value
network includes valued relations with others such as university researchers
government approval agencies and so on
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MANUFACTURING PLANT
Dabur Foods has Number of products in its product line but its main area of
interest or the product on which they concentrate the most is Real Juice amp Coolers
Dabur has its manufacturing plant at Nepal and at Jaipur where juice is
manufactured and tested
PROCUREMENT amp TRANSPORT
Getting the raw material and packaging material requirement from the
production unit in charge
Constant updates on the procurement of materials and transport details
Production details and ingredient content information from the different personnel and coordinating this activity
PACKAGING
Approval and coordination of the supply of packaging material to the
production unit
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47
CLEARING AND FORWARDING AGENTA (CampFA)
From manufacturing plant the stock is transported or supplied to clearing
and forwarding agents
Clearing and Forwarding Agents is a third party and Dabur gives contract to
them so company has nothing to do in building the relationship with them
Here CampFA keep or stock the goods with them
They charge dabur for stocking the good and even dabur donrsquot mind doing
so as it is a measure of cost cutting as well as there is no need for gowdowns
and maintenance
For Ghazizbad Meerut Delhi NCR there is one CampFA whish is situated in
Mohan Nagar here all goods which dabur foods hare kept here
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STOCKIEST OR DISTRIBUTORS
Stockiest store the products in their godowns CampFA supplies the goods to
them as per their order
Stockiest has some sales men working under him they are known as
stockiest sales man Their work is to place the products in the market and
take order from retailers and then supply goods to them
Sales man either take ready stock with them or they first take orders and
then supply goods later on
There is a beat which is a schedule route of sales man means sales man has
to daily cover the route as mention in the beat
Merchandising making products visible pasting posters putting banners
and seeing that goods are properly placed in the retail outlets is also the duty
of stockiest sales man
Companiesrsquo sales officer keeps a check on the stockiest and monthly report
is also prepared which is further analyzed by ASM amp ZSM
In Noida Dabur has 1 stockist and in Ghaziabad 1
RETAILERS
Retailers are backbone of the company as they are the one who can take the
product on new heights or can bring it down to toes
Stockiest supplies goods to retailers and tries Persuading retailers to give the
brand special displays (using merchandising tools) to get affective brand
presence and arranging it in more noticeable manner
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Classification of outlets in different type of markets is different according to
their sales volume
TYPES OF RETAILS OUTLETS
Class Average Monthly Business
A Above 10000
B 5000-10000
C Upto 5000
Margin of retailers is always higher than stockiest
Retailers are the one who have direct contact with the customers
Dabur Foods has a distribution network that covers 175 towns and 75
thousand retail outlets making its product available to the consumers across
the country at ease
TYPES OF RETAIL MARKET
The retail market can be classified on the basis of magnitude of retail
SCATTERED MARKET
Lesser no of outlets and
Extensive outlets
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BLOCK MARKET
Large no of retail outlets in chunk
SUPER MARKET
Through their superior information logistical systems and buying power deliver
good service and immense volumes of products at attractive prices
CHAIN OUTLETS
Having more than one key outlet all across with a single control unit and central
purchasing strategy
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M PRODUCT LINE
Foods
Real
Real Activ
Hommade
Lemoneez
Capsico
Health Care
Baby Care
Dabur Lal Tail
Dabur Baby Olive Oil
Dabur Janma Ghunti
Health Supplements
Dabur Chyawanprash Dabur Glucose D
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Digestives
Hajmola Yumstick
Hajmola Mast Masala
Anardana
Hajmola
Hajmola Candy
Hajmola Candy Fun2
Pudin Hara (Liquid and Pearls)
Pudin Hara G
Dabur Hingoli
Natural Cures
Shilajit Gold
Nature Care Sat Isabgol
Shilajit
Ring Ring
Itch Care
Backaid
Shankha Pushpi Dabur Balm
Sarbyna Strong
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Personal Care
Hair Care Oil
Amla Hair Oil
Amla Lite Hair Oil
Vatika Hair Oil
Anmol Sarson Amla
Hair Care Shampoo
Anmol Silky Black Shampoo
Vatika Henna Conditioning Shampoo
Vatika AntiDandruff Shampoo
Anmol Natural Shine Shampoo
Oral Care
Dabur Red Gel
Dabur Red Toothpaste
Babool Toothpaste
Dabur Lal Dant Manjan
Dabur Binaca
Toothbrush
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Dabur Amongst Top Three Most
Respected FMCG Companies
Dabur Real Bags Gold In Readers
Digest Trusted Brand Awards
Dabur Figures In Top Great PlaceTo Work 2006 List
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Dabur has been ranked
amongst Indias Most
Innovative Companies by
a Business Today-Monitor
Group survey
Hajmola has been ranked
34th in Indiarsquos 100 Most
Valuable Brands list
Hajmola one of the
strongest brands in
Daburs portfolio
has been listed
among the Top 18
Iconic Brands in
India that have
stood the test oftime
Dabur Indiarsquos fruit juice
brand Reacuteal awarded the
Three Dabur brands --
Hajmola Dabur Amla and
Hajmola moves up
11 spots to take the
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Readerrsquos Digest Gold
Trusted Brand Award
2008 in the food amp
beverages category
Vatika -- have debuted in
the Economic Times
Brand Equitys Most
Trusted Brands 2008 list
Besides Dabur Foods has
climbed up to take the
40th spot
34th position
among Indias Top
100 Most Valuable
Brands of 2008
released by 4Ps and
ICMR
Dabur India Ltd has been ranked 28th in the list of Indias Top 50 Most
valuable (Company) Brands by Brand Finance
newu was voted the Most
Admired New Retail
Launch of the year at
Images Retail Awards
Dabur India CEO Mr
Sunil Duggal was named
Best Corporate Leader of
2008 at the BampE
Leadership and Excellence
Dabur India Ltd
was ranked the
Business Leader in
the FMCG -
Personal Care
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Awards Category at the
NDTV Profit
Business
Leadership Award
2008
Dabur India Ltd CEO Mr
Sunil Duggal has been
ranked among Indias
Most valueable CEOs by
Business World
Dabur India Ltd has been listed among the Super
100 of India Inc prepared by Business India
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Dedicated to the health and well being of every household
This is our company We accept personal responsibility and accountability to meet business needs
We all are leaders in our area of responsibility with a deep commitment to deliver results We are determined to be the best at doing what matters most
People are our most important asset We add value through result driven training and we encourage amp reward excellence
We have superior understanding of consumer needs and develop products to fulfill them better
We work together on the principle of mutual trust amp transparency in a boundary-less organisation We are intellectually honest in advocating proposals includingrecognizing risks
Continuous innovation in products amp processes is the basis of our success
We are committed to the achievement of business success with integrity We are honest with consumers with business partners and with each other
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INTRODUCTION OF DABUR CHYWANPRASH
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Dabur Chyawanprash the trusted name for your entire familys health
Dabur Chyawanprash has anti-oxidant properties amp strengthens your bodysinternal defense mechanism the immune system thereby protecting you fromeveryday infections cough cold amp stress etc
At a time when flu and viruses are everywhere your immunity system provides the best prevention from these deadly diseases Chyawanprash a time-tested age-
old formulation has a number of herbs like Amla known to be one of the bestantioxidants Giloy (Guduchi) known to have immuno modulatory properties andhas more than 40 other natural ingredients to boost immunity
Dabur Chyawanprash The Health Giver
Derived from 2500-year-old Ayurvedic formula
Totally chemical-free natural and safe Powerful combination of herbs and plant extracts in a
base of Amla fruit pulp Refined by Dabur to provide traditional goodness with best quality
Reinforces the immune system amp helps fight disease Trusted health provider of a majority of Indian households
Usage
Dabur Chyawanprash has a tangy sweet-sour taste and the consistency of jamIt can be taken directly or with milk and as bread spread In all cases itstherapeutic properties remain stable and active In winters have a glass ofwarm milk after having Chyawanprash In summers have a glass of cold milkafter having Chyawanprash
Dose
1-2 teaspoonful
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STP ANALYSIS OF DABUR CHYAWANPRASH
SEGMENTATION
Dabur Chyawanprash is the market leader in the Chyawanprash segment It
comes under the category of health supplements The segments that it considers
are growing kids competitive youth ever busy housewives and the aged
For the growing kids In todays competitive environment the children are under
high pressure to excel
For the competitive youth Modern life keeps the youth busy and demands them
to be active and efficient
For ever-busy housewives The homemaker needs to be fit in order to shoulder
all responsibilities
For the aged Old age weakens a person physically and mentally
After segmenting the population into these categories it aims to keep them fit
and healthy
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TARGETING
Traditionally chyawanprash was supposed to be a health supplement for the
aged and kids Dabur Chyawanprash (DCP) is now targeting adults housewives
youth and kids This it is trying to achieve through its promotion activities by
making Amitabh Bacchan and Vivek Oberoi do the endorsement act Amitabh
has been projected as a user of Chyawanprash attempting to establish the
relevance of DCP amongst the adults in todayrsquos demanding lifestyle Vivek who
represents an urban ambitious non-user with a mindset that Chyawanprash is not
for him meets his moment of truth when outperformed by a young
Chyawanprash user thus reaching out to kids His final conversion from a non-
user to a Chyawanprash user connects with the Youth These two ads compliment
each other and connect very well with the targeted consumers
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POSITIONING
Andar se strongrdquo Dabur chyawanprash has the tag line Andar se strongrdquo By
using a natural language instead of scientific language it is able to connect with
the consumers and is able to achieve a better positioning in the minds of the
Indian health conscious consumer A category like Chyawanprash for instance
needs to understand that in employing the category language it loses any chance
of expressing its own benefit distinctively
Holistic Health benefit of Ayurveda Dabur Chyawanprash helps in stimulating
immune system relieving stress improving stamina fighting aging through anti-
oxidant property improving lung function fighting respiratory infections amp
building resistance to disease The brand conveys this health conscious holistic
view of the product
Brand Trust Over 100 years of Daburrsquos experience in Ayurveda ensures selection
processing and quality control of right herbs along with scientific and clinical
studies ndash makes DCP a trustworthy offering for consumers Consumers view DCP
as a product by a trusted brand and therefore do not need to think twice beforemaking a purchasing decisio
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MARKETING MIX OF DABUR CHYAWANPRASH
Dabur Chyawanprash is the market leader in the chyawanprash segment and has
achieved this with its innovative product offering pricing strategy easy
availability and promotion campaigns In the marketing mix of Dabur we shall be
discussing the 4 Ps of marketing mix with respect to Dabur Chyawanprash The
mix shall be analyzed as followed
Product
Price
Place
Promotion
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Product Price Promotion Place
bull Product
Variety
bull Quality
bull Design
bull Features
bull Brand
Names
bull Services
bull List Price
bull Discount
bull Financing
Schemes
bull Credit Terms
bull Advertising amp
Promotion
bull Public Relations
bull Sponsorships
bull Internet
Marketing
bull Channels
bull Location
bull Inventory
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PRODUCT
Dabur Chyawanprash is the leader in the Chyawanprash category
and enjoys a market share of 61 per cent In 50s Dabur pioneered the
concept of branded Chyawanprash and since has invested heavily in
product development clinical studies and consumer awareness The
product is essentially a health supplement
Known as the ldquoelixir of liferdquo Chyawanprash has (clinically) proven benefits in
maintaining smooth body functioning The principal ingredient Amla (Indian
Gooseberry) acts as an anti-oxidant and immuno-stimulant Dabur Chyawanprash
helps in stimulating immune system relieving stress improving stamina fighting
aging through anti-oxidant property improving lung function fighting respiratory
infections amp building resistance to disease It is these properties that make Dabur
Chyawanprash a preferred choice for its users
Ingredients of Dabur Chyawanprash
Vishwast Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts
Special Vishwast fortified with additional health beneficial herbs like
Keshar Akarkara etc
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Packaging
n
The figure above shows the evolution of the packaging of Dabur Chyawanprash
Dabur continuously innovates the package and branding of its chayawanprash It
launched Dabur Chyawanprash first in 1949 in a tin pack and it was the first
branded Chyawanprash in India Later Dabur came out with its new packet of
Chyawanprash with Amitabh Bachchan as their brand ambassador It also
received ldquoBrand Relaunch of the Year ldquoaward from IMA
Available in
Dabur Chyawanprash is available in three sizes to cater to the needs of different
types of people
1 One kilogram pack
2 500 gram pack
3 250 gram pack
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PRICE
The pricing of Dabur chyawanprash is very competitive Dabur chyawanprash uses
second degree price discrimination ie more the quantity lower the price
1kg Rs19500
500gms Rs11000
250gms Rs 6200
PRICEQUALITY MATRIX
Pricerarr
Quality
darr
High Middle Low
High
Luxury
Segment
Ideal For
Penetration
DABUR
CHYAWANPRASH
Premiere
Offering
Middle
Overpriced Average Real
Bargain
Low
Make The Sale
and Run
Unhappy
Customers
Cheap
Goods
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PLACE
Dabur has a very wide distribution of its products through 16 million retail outlets
and 50 C amp F agents all over India who distribute products to the retailers Adistribution of C amp F agents and manufacturing locations is given below
Daburrsquos distribution network extends beyond India in the following countries as
well
Distribution Network
Central North amp South America
Australia
Asia
Middle East
North amp South Africa
East amp West Europe
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PROMOTION
The main form of promotional activities of Dabur chyawanprash are concentrated
towards advertising and it has neglible sales promotional activities
Advertising
Nothing can happen without establishing the brandrsquos heritage emphasizing
technological prowess explaining benefits and building bonds with prospective
buyers Ads are necessary because the images are still mouldable and fluid and
the consumerrsquos sophistication level is low Dabur chyawanprash is advertised on
print media as well as on television
The company has launched two ads one each with Amitabh and Vivek in
national electronic media followed by a series of print media campaign directed
towards creating awareness to educate people about the holistic benefits of
ChyawanprashThe ads have been created by McCann Ericsson and the company
would be spending close to Rs 10 crore in promotional campaign this year The
ads would also be translated in Bengali These advertisements are supposed to
target the old and the younger generation respectively
Thecompany has launched a new ad with MS Dhoni who is leader of Indian
cricket team
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SWOT ANALYSIS OF DABUR
STRENGTHS
Strong presence in well defined
niches( like value added Hair Oil and
Ayurveda specialities)
Core knowledge of Ayurveda as
competitive advantage
Strong Brand Image
Product Development Strength
Strong Distribution Network
Extensive Supply Chain
IT Initiatives
R amp D ndash a key strength
WEAKNESS
Seasonal Demand( like
chyawanprash in winter and Vatika not
in winter)
Low Penetration(Chyawanprash)
High price(Vatika)
Limited differentiation (Vatika)
Unbranded players account for
the 23rd of the total market(Vatika)
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OPPORTUNITIES
Untapped
Market(Chyawanprash)
Market Development
Export opportunities
Innovation
Increasing income level of the
middle class Creating additional consumption
pattern
THREATS
Existing Competition( like
Himani baidyanath and Zandu for
Dabur Chyawanprash and MaricoKeo
Karpin HLL and Bajaj for Vatika Hair Oil)
New Entrants
Threat from substitutes (like
Bryllcream for Vatika hair oil)
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OBJECTIVE OF THE STUDY
The major objective of the survey is to collect the data from outlets in the
specified areas where cold drinks are to be sold
To make an assessment of availability of several brands of dabur in
different packs and size in the specified areas
To make an assessment of market presence program of the dabur
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Research Methodology
Data collection
Sample unit
1) working people (including men amp women) amp housewife
2) college students
3) school students
4) senior citizens
5) Retailer
Sample size
1 working people amp housewife 30
2 college students 25
3 school students 20
4 senior citizens 15
5 Retailer 10
Sampling techniques
Judgmental sampling techniques used
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Sampling region
Sampling region will be DELHI in rural area
Data collection method
1 Primary data It will be collected with the help of a self administered
questionnaire
2 Secondary data it will be collected with the help of books research
papers magazines news papers journals internet etc
3
Research instruments
Questionnaire design
As the questionnaire is self administrated one the survey will be simple and user
friendly Words used in questionnaire will be readily understandable to all
respondent Also technical jargons will be avoided to ensure that there is no
confusion for respondents
Data Analysis - Data analysis will be done with the help of MS Excel and SPSS
Software
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DATA ANALYSIS
DABUR CHYAWANPRASH
1 AWARNESS LEVEL
I
NTERPRETATION-
According to serveyAll person are know the dabur100 person of dabur65
person kmow the Baidyanathamp Dabur 40 people of HimaniBaidyanath and
Dabur 60 person of ZanduHimaniBaidyanath and Dabur
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2 PREFERRED BRAND
INTERPRETATION-
According to servey60 person are preferred dabur product 15 person are
preferred Baidynath product 15 person are preferred Himani product 10 person
are preferred Zandu
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3SATISFACTION LEVEL
INTERPRETATION-
According to servey100 satisfaction level of dabur product 80 satisfaction level
of Baidynath product 80 satisfaction level of Himani product
60 satisfaction level of Zandu product
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4 REASONS FOR SELECTING A PARTICULAR BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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81
5HOW DID YOU COME TO KNOW ABOUT THIS BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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82
6 PREFERRED PACK SIZE
INTERPRETATION-
According to servey50 person are preferred 500gm product 30 person are
preferred 1kg product 20 person are preferred 250gm product
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8 REASON TO SELECT PREFERRED PACK SIZE
INTERPRETATION-
According to servey20 person are select product of itrsquos availability pack size
40 person are select product of itrsquos price pack size 25 person are select
product of itrsquos family pack size 15 person are select product of itrsquos storage
pack size
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84
9 FREQUENCY OF
PURCHASE
INTERPRETATION-
According to servey30 People are purchase product after one month 55
People are purchase product after two months 15 People are purchase
product after six months
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85
COMPETITOR ANALYSIS
The key competitorrsquos of Dabur in the Chyawanprash segment are Baidyanath
Zandu and Himani which together with Dabur have about 85 of Indias domestic
market
Dabur is Indias largest Ayurvedic medicine supplier and the fourth largest
producer of FMCG It was established in 1884 and had grown to a business level
in 2003 of about 650 million dollars per year though only a fraction of that is
involved with Ayurvedic medicine Dabur Chyawanprash (herbal honey) has a
market share of 61We have tried to analyse the competition for Dabur in the
Chyawanprash segment as follows
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The Himani Group
It founded in 1974 provides a diverse range of products doing 110 million dollars
of business annually though only a portion is involved with Ayurvedic products
through its Himani line the company is mainly involved with toiletries and
cosmetics but also provides Chyawanprash and other health productsIts market
share is 12
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CONCLUSIONS
The Chyawanprash Industry is yet to capture the beverage market in full swing Packed Chyawanprash
followed by Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts the market The consumerrsquos patriotic love for tea and coffee is unfared
Chyawanprash are yet to establish their supplement use in the average household here in lies the great
opportunities Within the market it is safe to conclude that dabur has hit off ratherwell with the
masses
dabur has clearly lost it head start advantage and thereby acquiring just 35 of the market share while
others enjoys rest of the market share This could be well attributed to dabor successful ATA
(Availability Taste and Affordability) marketing module the attributes most rated by the consumersLack of publicity has hampered the growth progress of the brand so aggressive advertising is needed to
promote Chyawanprash and vatika hair oil brand
The brands such as that of Chyawanprash by vednath Chyawanprash with its lsquosonacahndi lsquoMinute-
madersquo and also US food giantssDel Monte are ready to hit the Chyawanprash market very soon
As the strategies of the companies keeps on changing be it in Chyawanprash industry a company has
to create perceptions and cover them into realities It is an expensive proposition requiring huge
expenditure on advertising sponsorships and media Thus the ideal company will be the one which
combines the high end technology with consumer insight
As 16 of the excise duty is exempted on food products in this budget Many food companies including
Dabur got benefited from it On the analysis of survey it was found that target Market of Chyawanprash
want quality benefit rather then Price benefit so it is better to stress on quality rather than on
decreasing price to increase sales and profit
To increase market share Dabur should give slight price benefit on Dabur brand so that customers of
other Juice brand should switch from other brand to Dabur brand
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89
Findings
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey100 satisfaction level of dabur product 80 satisfaction level of
Baidynath product 80 satisfaction level of Himani product 60 satisfaction level of
Zandu product
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis According to servey50 person are preferred 500gm
product 30 person are preferred 1kg product 20 person are preferred 250gm
product
According to servey20 person are select product of itrsquos availability pack size 40
person are select product of itrsquos price pack size 25 person are select product of itrsquos
family pack size 15 person are select product of itrsquos storage pack size
According to servey30 People are purchase product after one month 55 People are
purchase product after two months 15 People are purchase product after six months
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LIMITATIONS
No study is free from limitations The limitations of this study can be
Sample size taken is small and may not be sufficient to predict theresults with 100 accuracy
The result is based on primary and secondary data that has itrsquos own limitations
The study only covers the area of Delhi that may not beapplicable to other areas
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91
RECOMMENDATIONS
Focus on growing core brands across categories
Reaching out to new geographies within Hapur area
Improve operational efficiencies by leveraging technology
Be the preferred company to meet the health and personal grooming needs of
our target consumers with safe efficacious natural solutions by synthesizing the
deep knowledge of ayurveda and herbs with modern science
Provide consumers with innovative products within easy reach
Vatika hair care centre On the lines of Maricorsquos Kaya Skin Clinic Dabur
could start a venture called Vatika hair care centre which would provide total hair
care solutions It could have hair care experts to solve hair problemsServices could
include dandruff treatment straightening of hair treatment for split endsetc
Position Dabur Chyawanprash as not more of a medicine but as something
which is necessary for health
More initiatives like ldquo Dabur ki Deewarrdquo to increase brand visibility It is an
initiative to occupy shelf space
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92
BIBLIOGRAPHY
Books
Marketing Management Twelfth Edition ndash Philip Kotler amp Kevin Lane Keller
Websites
wwwgooglecom
wwwdaburcom
wwwtutor2unet
wwwbrandchannelcom
The time of india
Forbs magazing
Hinustan time
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YES NO
7Which pack size do you prefer
YES NO
8On what parameters do you choose this pack size
YES NO
9 how do u increase the company position
YES NO
10 how you increase your company position in market agains other company
YES NO
![Page 39: Making by Th Harsh Pandit](https://reader033.vdocuments.mx/reader033/viewer/2022052406/577cd3191a28ab9e7896af7d/html5/thumbnails/39.jpg)
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39
DABUR FOODS SELLING PROCESS
Dabur food process of selling starts from stockiest
CampFA dose not have any process to play in the process of selling of dabur
foods products They are just Clearing amp Forwarding Agents they store the
manufacturing products and then supply it to stockiest
Stockiest pay the money to dabur foods through demand draft
Stockiest further sells the products to retailers
Retailer finally sells the products to consumers
MARKETING HOW DABUR FOODS IS USING MIX
Product
Appearance Dabur tries to make its products appear very attractive
Quality Quality of the product is really unmatchable as it is tested number of
times and its products are processed using very advanced machinery and
technology
Packaging Dabur products packaging is done in such a way that its juices does
not get expired before 6 months inspite of perishable products
Brand Dabur itself is a very reputed and well known brand in the market and its
Real juice is also known all over India
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40
Warranty Dabur as such does not gives any warranty but if there is any problem
in its products before expiry then they replace the product
ServiceSupport Dabur foods provide full support to its stockiest retailers and
consumers what so ever the problem is
Price
List price Dabur decide its price according to its competitors and the price
structure is different for retailers and stockiest
Discounts There are different discounts for retailers stockiest and consumer from
time to time
Allowances Special allowances are gicen to stockiest sales man if he acives his
targets
Place
Channel members Channel members or business partners of dabur are its
stockiest retailers
Channel motivation Channel motivation for dabur is pull and push strategy
Market coverage Dabur Foods has a distribution network that covers 175 towns
and 75 thousand retail outlets making its product available to the consumers across
the country at ease
Locations Dabur foods try to cover or tries to place its products in each and every
shop and every location
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41
Promotion
Advertising Dabur products are advertised through television newspapers
magazine etc
Personal selling Dabur hardly do any personal selling except in tent shows and
road shows Same for less amp more for same
Media Media of promotion is TV Radio newspapers magazine
Budget Budget is Decided by finance team for different strategic business unit
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Critique of selling
In theory the purpose of selling is to help a customer realize his or her goals in an
economic fashion However in reality this is not always the case Customers can be influenced to purchase a product or service that initially was not of interest to
them Some salespeople are trained in the art of selling customers things they dont
need
Take for example the purchasing of a car a consumer may have a set of cars in
mind (called an evoked set) that she feels match her needs wants and budget She
may seek the advice of a salesperson given that a salesperson can help her realize
the right car given those criteria This can be a socially useful function salespeople
have specialized knowledge of products that can help consumers make an informed
decision However a salesperson may also talk a consumer into purchasing a more
expensive or perhaps larger car then she needs or can afford In this context the
salesperson may have usefully helped the customer re-evaluate her needs thereby
establishing a new set of appropriate choices among which included the newer orlarge car This again would be a helpful and useful service provided by the
salesperson However it is sometimes the case that customers purchase a product
or service that was not initially intended and remains an inappropriate purchase
after the fact On the other hand the consumer in this scenario can be held partially
responsible for the inappropriate purchase indeed A fool and his money are soon
parted (PT Barnum English proverbs)
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This dysfunctional behavior is encouraged by
Incentives of salespeople to increase their total number of sales especially where
retailers keep track of sales or offer commission-based salaries
Incentives from the manufactures of products or the companies of service
providers to salespeople to sell their products where other similar products
offered by competitors are offered
The incentive to sell a customer a product that is in need of being cleared
out despite the fact that a customer may be better to wait for the new
product
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44
Channel Of Distributions
Manufacturing Plant
Clearing and forwarding agent (different regions)
Stockist A Stockist B Stockist C
Retailers Retailers Retailers Retailers Retailers Retailers
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CONSUMERS
The above diagram it shows channel of distribution of dabur foods here first the products are manufactured and from Manufacturing plants the packed goods are
supplied to Clearing And Forwarding Agents(CampFA) and from here the goods are
then further supplied to number of Stockiest or Distributors from here goods
reaches to large number of Retailers and it is the duty of Stockiest to take orders
from retailers and then supply the goods to them this work is generally done by
stockiest salesman through ready stock or by taking orders first and then placing
the order From here the goods finally reaches to Customers Customer purchases
the product from retailers
This was the basic Channel of Distribution used by Dabur Foods now I will throw
light on each channel of distribution of Dabur Foods
Supply Chain Management
Supply chain management starts before physical distribution it involves procuring
the right inputs (raw materials components and capital equipment) converting
them into finished products and dispatching them to the final destinations The
supply chain perspective can help identify superior suppliers and distributors and
help them improve productivity which ultimately brings down the companyrsquos
costs
A broader view sees a company at the center of a value network that
includes its suppliers its immediate customers and their end customers The value
network includes valued relations with others such as university researchers
government approval agencies and so on
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MANUFACTURING PLANT
Dabur Foods has Number of products in its product line but its main area of
interest or the product on which they concentrate the most is Real Juice amp Coolers
Dabur has its manufacturing plant at Nepal and at Jaipur where juice is
manufactured and tested
PROCUREMENT amp TRANSPORT
Getting the raw material and packaging material requirement from the
production unit in charge
Constant updates on the procurement of materials and transport details
Production details and ingredient content information from the different personnel and coordinating this activity
PACKAGING
Approval and coordination of the supply of packaging material to the
production unit
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47
CLEARING AND FORWARDING AGENTA (CampFA)
From manufacturing plant the stock is transported or supplied to clearing
and forwarding agents
Clearing and Forwarding Agents is a third party and Dabur gives contract to
them so company has nothing to do in building the relationship with them
Here CampFA keep or stock the goods with them
They charge dabur for stocking the good and even dabur donrsquot mind doing
so as it is a measure of cost cutting as well as there is no need for gowdowns
and maintenance
For Ghazizbad Meerut Delhi NCR there is one CampFA whish is situated in
Mohan Nagar here all goods which dabur foods hare kept here
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STOCKIEST OR DISTRIBUTORS
Stockiest store the products in their godowns CampFA supplies the goods to
them as per their order
Stockiest has some sales men working under him they are known as
stockiest sales man Their work is to place the products in the market and
take order from retailers and then supply goods to them
Sales man either take ready stock with them or they first take orders and
then supply goods later on
There is a beat which is a schedule route of sales man means sales man has
to daily cover the route as mention in the beat
Merchandising making products visible pasting posters putting banners
and seeing that goods are properly placed in the retail outlets is also the duty
of stockiest sales man
Companiesrsquo sales officer keeps a check on the stockiest and monthly report
is also prepared which is further analyzed by ASM amp ZSM
In Noida Dabur has 1 stockist and in Ghaziabad 1
RETAILERS
Retailers are backbone of the company as they are the one who can take the
product on new heights or can bring it down to toes
Stockiest supplies goods to retailers and tries Persuading retailers to give the
brand special displays (using merchandising tools) to get affective brand
presence and arranging it in more noticeable manner
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Classification of outlets in different type of markets is different according to
their sales volume
TYPES OF RETAILS OUTLETS
Class Average Monthly Business
A Above 10000
B 5000-10000
C Upto 5000
Margin of retailers is always higher than stockiest
Retailers are the one who have direct contact with the customers
Dabur Foods has a distribution network that covers 175 towns and 75
thousand retail outlets making its product available to the consumers across
the country at ease
TYPES OF RETAIL MARKET
The retail market can be classified on the basis of magnitude of retail
SCATTERED MARKET
Lesser no of outlets and
Extensive outlets
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BLOCK MARKET
Large no of retail outlets in chunk
SUPER MARKET
Through their superior information logistical systems and buying power deliver
good service and immense volumes of products at attractive prices
CHAIN OUTLETS
Having more than one key outlet all across with a single control unit and central
purchasing strategy
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51
M PRODUCT LINE
Foods
Real
Real Activ
Hommade
Lemoneez
Capsico
Health Care
Baby Care
Dabur Lal Tail
Dabur Baby Olive Oil
Dabur Janma Ghunti
Health Supplements
Dabur Chyawanprash Dabur Glucose D
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Digestives
Hajmola Yumstick
Hajmola Mast Masala
Anardana
Hajmola
Hajmola Candy
Hajmola Candy Fun2
Pudin Hara (Liquid and Pearls)
Pudin Hara G
Dabur Hingoli
Natural Cures
Shilajit Gold
Nature Care Sat Isabgol
Shilajit
Ring Ring
Itch Care
Backaid
Shankha Pushpi Dabur Balm
Sarbyna Strong
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Personal Care
Hair Care Oil
Amla Hair Oil
Amla Lite Hair Oil
Vatika Hair Oil
Anmol Sarson Amla
Hair Care Shampoo
Anmol Silky Black Shampoo
Vatika Henna Conditioning Shampoo
Vatika AntiDandruff Shampoo
Anmol Natural Shine Shampoo
Oral Care
Dabur Red Gel
Dabur Red Toothpaste
Babool Toothpaste
Dabur Lal Dant Manjan
Dabur Binaca
Toothbrush
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Dabur Amongst Top Three Most
Respected FMCG Companies
Dabur Real Bags Gold In Readers
Digest Trusted Brand Awards
Dabur Figures In Top Great PlaceTo Work 2006 List
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Dabur has been ranked
amongst Indias Most
Innovative Companies by
a Business Today-Monitor
Group survey
Hajmola has been ranked
34th in Indiarsquos 100 Most
Valuable Brands list
Hajmola one of the
strongest brands in
Daburs portfolio
has been listed
among the Top 18
Iconic Brands in
India that have
stood the test oftime
Dabur Indiarsquos fruit juice
brand Reacuteal awarded the
Three Dabur brands --
Hajmola Dabur Amla and
Hajmola moves up
11 spots to take the
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Readerrsquos Digest Gold
Trusted Brand Award
2008 in the food amp
beverages category
Vatika -- have debuted in
the Economic Times
Brand Equitys Most
Trusted Brands 2008 list
Besides Dabur Foods has
climbed up to take the
40th spot
34th position
among Indias Top
100 Most Valuable
Brands of 2008
released by 4Ps and
ICMR
Dabur India Ltd has been ranked 28th in the list of Indias Top 50 Most
valuable (Company) Brands by Brand Finance
newu was voted the Most
Admired New Retail
Launch of the year at
Images Retail Awards
Dabur India CEO Mr
Sunil Duggal was named
Best Corporate Leader of
2008 at the BampE
Leadership and Excellence
Dabur India Ltd
was ranked the
Business Leader in
the FMCG -
Personal Care
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Awards Category at the
NDTV Profit
Business
Leadership Award
2008
Dabur India Ltd CEO Mr
Sunil Duggal has been
ranked among Indias
Most valueable CEOs by
Business World
Dabur India Ltd has been listed among the Super
100 of India Inc prepared by Business India
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Dedicated to the health and well being of every household
This is our company We accept personal responsibility and accountability to meet business needs
We all are leaders in our area of responsibility with a deep commitment to deliver results We are determined to be the best at doing what matters most
People are our most important asset We add value through result driven training and we encourage amp reward excellence
We have superior understanding of consumer needs and develop products to fulfill them better
We work together on the principle of mutual trust amp transparency in a boundary-less organisation We are intellectually honest in advocating proposals includingrecognizing risks
Continuous innovation in products amp processes is the basis of our success
We are committed to the achievement of business success with integrity We are honest with consumers with business partners and with each other
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INTRODUCTION OF DABUR CHYWANPRASH
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Dabur Chyawanprash the trusted name for your entire familys health
Dabur Chyawanprash has anti-oxidant properties amp strengthens your bodysinternal defense mechanism the immune system thereby protecting you fromeveryday infections cough cold amp stress etc
At a time when flu and viruses are everywhere your immunity system provides the best prevention from these deadly diseases Chyawanprash a time-tested age-
old formulation has a number of herbs like Amla known to be one of the bestantioxidants Giloy (Guduchi) known to have immuno modulatory properties andhas more than 40 other natural ingredients to boost immunity
Dabur Chyawanprash The Health Giver
Derived from 2500-year-old Ayurvedic formula
Totally chemical-free natural and safe Powerful combination of herbs and plant extracts in a
base of Amla fruit pulp Refined by Dabur to provide traditional goodness with best quality
Reinforces the immune system amp helps fight disease Trusted health provider of a majority of Indian households
Usage
Dabur Chyawanprash has a tangy sweet-sour taste and the consistency of jamIt can be taken directly or with milk and as bread spread In all cases itstherapeutic properties remain stable and active In winters have a glass ofwarm milk after having Chyawanprash In summers have a glass of cold milkafter having Chyawanprash
Dose
1-2 teaspoonful
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STP ANALYSIS OF DABUR CHYAWANPRASH
SEGMENTATION
Dabur Chyawanprash is the market leader in the Chyawanprash segment It
comes under the category of health supplements The segments that it considers
are growing kids competitive youth ever busy housewives and the aged
For the growing kids In todays competitive environment the children are under
high pressure to excel
For the competitive youth Modern life keeps the youth busy and demands them
to be active and efficient
For ever-busy housewives The homemaker needs to be fit in order to shoulder
all responsibilities
For the aged Old age weakens a person physically and mentally
After segmenting the population into these categories it aims to keep them fit
and healthy
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TARGETING
Traditionally chyawanprash was supposed to be a health supplement for the
aged and kids Dabur Chyawanprash (DCP) is now targeting adults housewives
youth and kids This it is trying to achieve through its promotion activities by
making Amitabh Bacchan and Vivek Oberoi do the endorsement act Amitabh
has been projected as a user of Chyawanprash attempting to establish the
relevance of DCP amongst the adults in todayrsquos demanding lifestyle Vivek who
represents an urban ambitious non-user with a mindset that Chyawanprash is not
for him meets his moment of truth when outperformed by a young
Chyawanprash user thus reaching out to kids His final conversion from a non-
user to a Chyawanprash user connects with the Youth These two ads compliment
each other and connect very well with the targeted consumers
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POSITIONING
Andar se strongrdquo Dabur chyawanprash has the tag line Andar se strongrdquo By
using a natural language instead of scientific language it is able to connect with
the consumers and is able to achieve a better positioning in the minds of the
Indian health conscious consumer A category like Chyawanprash for instance
needs to understand that in employing the category language it loses any chance
of expressing its own benefit distinctively
Holistic Health benefit of Ayurveda Dabur Chyawanprash helps in stimulating
immune system relieving stress improving stamina fighting aging through anti-
oxidant property improving lung function fighting respiratory infections amp
building resistance to disease The brand conveys this health conscious holistic
view of the product
Brand Trust Over 100 years of Daburrsquos experience in Ayurveda ensures selection
processing and quality control of right herbs along with scientific and clinical
studies ndash makes DCP a trustworthy offering for consumers Consumers view DCP
as a product by a trusted brand and therefore do not need to think twice beforemaking a purchasing decisio
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MARKETING MIX OF DABUR CHYAWANPRASH
Dabur Chyawanprash is the market leader in the chyawanprash segment and has
achieved this with its innovative product offering pricing strategy easy
availability and promotion campaigns In the marketing mix of Dabur we shall be
discussing the 4 Ps of marketing mix with respect to Dabur Chyawanprash The
mix shall be analyzed as followed
Product
Price
Place
Promotion
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Product Price Promotion Place
bull Product
Variety
bull Quality
bull Design
bull Features
bull Brand
Names
bull Services
bull List Price
bull Discount
bull Financing
Schemes
bull Credit Terms
bull Advertising amp
Promotion
bull Public Relations
bull Sponsorships
bull Internet
Marketing
bull Channels
bull Location
bull Inventory
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PRODUCT
Dabur Chyawanprash is the leader in the Chyawanprash category
and enjoys a market share of 61 per cent In 50s Dabur pioneered the
concept of branded Chyawanprash and since has invested heavily in
product development clinical studies and consumer awareness The
product is essentially a health supplement
Known as the ldquoelixir of liferdquo Chyawanprash has (clinically) proven benefits in
maintaining smooth body functioning The principal ingredient Amla (Indian
Gooseberry) acts as an anti-oxidant and immuno-stimulant Dabur Chyawanprash
helps in stimulating immune system relieving stress improving stamina fighting
aging through anti-oxidant property improving lung function fighting respiratory
infections amp building resistance to disease It is these properties that make Dabur
Chyawanprash a preferred choice for its users
Ingredients of Dabur Chyawanprash
Vishwast Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts
Special Vishwast fortified with additional health beneficial herbs like
Keshar Akarkara etc
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Packaging
n
The figure above shows the evolution of the packaging of Dabur Chyawanprash
Dabur continuously innovates the package and branding of its chayawanprash It
launched Dabur Chyawanprash first in 1949 in a tin pack and it was the first
branded Chyawanprash in India Later Dabur came out with its new packet of
Chyawanprash with Amitabh Bachchan as their brand ambassador It also
received ldquoBrand Relaunch of the Year ldquoaward from IMA
Available in
Dabur Chyawanprash is available in three sizes to cater to the needs of different
types of people
1 One kilogram pack
2 500 gram pack
3 250 gram pack
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PRICE
The pricing of Dabur chyawanprash is very competitive Dabur chyawanprash uses
second degree price discrimination ie more the quantity lower the price
1kg Rs19500
500gms Rs11000
250gms Rs 6200
PRICEQUALITY MATRIX
Pricerarr
Quality
darr
High Middle Low
High
Luxury
Segment
Ideal For
Penetration
DABUR
CHYAWANPRASH
Premiere
Offering
Middle
Overpriced Average Real
Bargain
Low
Make The Sale
and Run
Unhappy
Customers
Cheap
Goods
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70
PLACE
Dabur has a very wide distribution of its products through 16 million retail outlets
and 50 C amp F agents all over India who distribute products to the retailers Adistribution of C amp F agents and manufacturing locations is given below
Daburrsquos distribution network extends beyond India in the following countries as
well
Distribution Network
Central North amp South America
Australia
Asia
Middle East
North amp South Africa
East amp West Europe
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PROMOTION
The main form of promotional activities of Dabur chyawanprash are concentrated
towards advertising and it has neglible sales promotional activities
Advertising
Nothing can happen without establishing the brandrsquos heritage emphasizing
technological prowess explaining benefits and building bonds with prospective
buyers Ads are necessary because the images are still mouldable and fluid and
the consumerrsquos sophistication level is low Dabur chyawanprash is advertised on
print media as well as on television
The company has launched two ads one each with Amitabh and Vivek in
national electronic media followed by a series of print media campaign directed
towards creating awareness to educate people about the holistic benefits of
ChyawanprashThe ads have been created by McCann Ericsson and the company
would be spending close to Rs 10 crore in promotional campaign this year The
ads would also be translated in Bengali These advertisements are supposed to
target the old and the younger generation respectively
Thecompany has launched a new ad with MS Dhoni who is leader of Indian
cricket team
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SWOT ANALYSIS OF DABUR
STRENGTHS
Strong presence in well defined
niches( like value added Hair Oil and
Ayurveda specialities)
Core knowledge of Ayurveda as
competitive advantage
Strong Brand Image
Product Development Strength
Strong Distribution Network
Extensive Supply Chain
IT Initiatives
R amp D ndash a key strength
WEAKNESS
Seasonal Demand( like
chyawanprash in winter and Vatika not
in winter)
Low Penetration(Chyawanprash)
High price(Vatika)
Limited differentiation (Vatika)
Unbranded players account for
the 23rd of the total market(Vatika)
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OPPORTUNITIES
Untapped
Market(Chyawanprash)
Market Development
Export opportunities
Innovation
Increasing income level of the
middle class Creating additional consumption
pattern
THREATS
Existing Competition( like
Himani baidyanath and Zandu for
Dabur Chyawanprash and MaricoKeo
Karpin HLL and Bajaj for Vatika Hair Oil)
New Entrants
Threat from substitutes (like
Bryllcream for Vatika hair oil)
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74
OBJECTIVE OF THE STUDY
The major objective of the survey is to collect the data from outlets in the
specified areas where cold drinks are to be sold
To make an assessment of availability of several brands of dabur in
different packs and size in the specified areas
To make an assessment of market presence program of the dabur
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Research Methodology
Data collection
Sample unit
1) working people (including men amp women) amp housewife
2) college students
3) school students
4) senior citizens
5) Retailer
Sample size
1 working people amp housewife 30
2 college students 25
3 school students 20
4 senior citizens 15
5 Retailer 10
Sampling techniques
Judgmental sampling techniques used
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Sampling region
Sampling region will be DELHI in rural area
Data collection method
1 Primary data It will be collected with the help of a self administered
questionnaire
2 Secondary data it will be collected with the help of books research
papers magazines news papers journals internet etc
3
Research instruments
Questionnaire design
As the questionnaire is self administrated one the survey will be simple and user
friendly Words used in questionnaire will be readily understandable to all
respondent Also technical jargons will be avoided to ensure that there is no
confusion for respondents
Data Analysis - Data analysis will be done with the help of MS Excel and SPSS
Software
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DATA ANALYSIS
DABUR CHYAWANPRASH
1 AWARNESS LEVEL
I
NTERPRETATION-
According to serveyAll person are know the dabur100 person of dabur65
person kmow the Baidyanathamp Dabur 40 people of HimaniBaidyanath and
Dabur 60 person of ZanduHimaniBaidyanath and Dabur
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2 PREFERRED BRAND
INTERPRETATION-
According to servey60 person are preferred dabur product 15 person are
preferred Baidynath product 15 person are preferred Himani product 10 person
are preferred Zandu
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3SATISFACTION LEVEL
INTERPRETATION-
According to servey100 satisfaction level of dabur product 80 satisfaction level
of Baidynath product 80 satisfaction level of Himani product
60 satisfaction level of Zandu product
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4 REASONS FOR SELECTING A PARTICULAR BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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5HOW DID YOU COME TO KNOW ABOUT THIS BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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6 PREFERRED PACK SIZE
INTERPRETATION-
According to servey50 person are preferred 500gm product 30 person are
preferred 1kg product 20 person are preferred 250gm product
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8 REASON TO SELECT PREFERRED PACK SIZE
INTERPRETATION-
According to servey20 person are select product of itrsquos availability pack size
40 person are select product of itrsquos price pack size 25 person are select
product of itrsquos family pack size 15 person are select product of itrsquos storage
pack size
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9 FREQUENCY OF
PURCHASE
INTERPRETATION-
According to servey30 People are purchase product after one month 55
People are purchase product after two months 15 People are purchase
product after six months
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COMPETITOR ANALYSIS
The key competitorrsquos of Dabur in the Chyawanprash segment are Baidyanath
Zandu and Himani which together with Dabur have about 85 of Indias domestic
market
Dabur is Indias largest Ayurvedic medicine supplier and the fourth largest
producer of FMCG It was established in 1884 and had grown to a business level
in 2003 of about 650 million dollars per year though only a fraction of that is
involved with Ayurvedic medicine Dabur Chyawanprash (herbal honey) has a
market share of 61We have tried to analyse the competition for Dabur in the
Chyawanprash segment as follows
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The Himani Group
It founded in 1974 provides a diverse range of products doing 110 million dollars
of business annually though only a portion is involved with Ayurvedic products
through its Himani line the company is mainly involved with toiletries and
cosmetics but also provides Chyawanprash and other health productsIts market
share is 12
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CONCLUSIONS
The Chyawanprash Industry is yet to capture the beverage market in full swing Packed Chyawanprash
followed by Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts the market The consumerrsquos patriotic love for tea and coffee is unfared
Chyawanprash are yet to establish their supplement use in the average household here in lies the great
opportunities Within the market it is safe to conclude that dabur has hit off ratherwell with the
masses
dabur has clearly lost it head start advantage and thereby acquiring just 35 of the market share while
others enjoys rest of the market share This could be well attributed to dabor successful ATA
(Availability Taste and Affordability) marketing module the attributes most rated by the consumersLack of publicity has hampered the growth progress of the brand so aggressive advertising is needed to
promote Chyawanprash and vatika hair oil brand
The brands such as that of Chyawanprash by vednath Chyawanprash with its lsquosonacahndi lsquoMinute-
madersquo and also US food giantssDel Monte are ready to hit the Chyawanprash market very soon
As the strategies of the companies keeps on changing be it in Chyawanprash industry a company has
to create perceptions and cover them into realities It is an expensive proposition requiring huge
expenditure on advertising sponsorships and media Thus the ideal company will be the one which
combines the high end technology with consumer insight
As 16 of the excise duty is exempted on food products in this budget Many food companies including
Dabur got benefited from it On the analysis of survey it was found that target Market of Chyawanprash
want quality benefit rather then Price benefit so it is better to stress on quality rather than on
decreasing price to increase sales and profit
To increase market share Dabur should give slight price benefit on Dabur brand so that customers of
other Juice brand should switch from other brand to Dabur brand
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Findings
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey100 satisfaction level of dabur product 80 satisfaction level of
Baidynath product 80 satisfaction level of Himani product 60 satisfaction level of
Zandu product
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis According to servey50 person are preferred 500gm
product 30 person are preferred 1kg product 20 person are preferred 250gm
product
According to servey20 person are select product of itrsquos availability pack size 40
person are select product of itrsquos price pack size 25 person are select product of itrsquos
family pack size 15 person are select product of itrsquos storage pack size
According to servey30 People are purchase product after one month 55 People are
purchase product after two months 15 People are purchase product after six months
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LIMITATIONS
No study is free from limitations The limitations of this study can be
Sample size taken is small and may not be sufficient to predict theresults with 100 accuracy
The result is based on primary and secondary data that has itrsquos own limitations
The study only covers the area of Delhi that may not beapplicable to other areas
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RECOMMENDATIONS
Focus on growing core brands across categories
Reaching out to new geographies within Hapur area
Improve operational efficiencies by leveraging technology
Be the preferred company to meet the health and personal grooming needs of
our target consumers with safe efficacious natural solutions by synthesizing the
deep knowledge of ayurveda and herbs with modern science
Provide consumers with innovative products within easy reach
Vatika hair care centre On the lines of Maricorsquos Kaya Skin Clinic Dabur
could start a venture called Vatika hair care centre which would provide total hair
care solutions It could have hair care experts to solve hair problemsServices could
include dandruff treatment straightening of hair treatment for split endsetc
Position Dabur Chyawanprash as not more of a medicine but as something
which is necessary for health
More initiatives like ldquo Dabur ki Deewarrdquo to increase brand visibility It is an
initiative to occupy shelf space
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BIBLIOGRAPHY
Books
Marketing Management Twelfth Edition ndash Philip Kotler amp Kevin Lane Keller
Websites
wwwgooglecom
wwwdaburcom
wwwtutor2unet
wwwbrandchannelcom
The time of india
Forbs magazing
Hinustan time
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YES NO
7Which pack size do you prefer
YES NO
8On what parameters do you choose this pack size
YES NO
9 how do u increase the company position
YES NO
10 how you increase your company position in market agains other company
YES NO
![Page 40: Making by Th Harsh Pandit](https://reader033.vdocuments.mx/reader033/viewer/2022052406/577cd3191a28ab9e7896af7d/html5/thumbnails/40.jpg)
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Warranty Dabur as such does not gives any warranty but if there is any problem
in its products before expiry then they replace the product
ServiceSupport Dabur foods provide full support to its stockiest retailers and
consumers what so ever the problem is
Price
List price Dabur decide its price according to its competitors and the price
structure is different for retailers and stockiest
Discounts There are different discounts for retailers stockiest and consumer from
time to time
Allowances Special allowances are gicen to stockiest sales man if he acives his
targets
Place
Channel members Channel members or business partners of dabur are its
stockiest retailers
Channel motivation Channel motivation for dabur is pull and push strategy
Market coverage Dabur Foods has a distribution network that covers 175 towns
and 75 thousand retail outlets making its product available to the consumers across
the country at ease
Locations Dabur foods try to cover or tries to place its products in each and every
shop and every location
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Promotion
Advertising Dabur products are advertised through television newspapers
magazine etc
Personal selling Dabur hardly do any personal selling except in tent shows and
road shows Same for less amp more for same
Media Media of promotion is TV Radio newspapers magazine
Budget Budget is Decided by finance team for different strategic business unit
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Critique of selling
In theory the purpose of selling is to help a customer realize his or her goals in an
economic fashion However in reality this is not always the case Customers can be influenced to purchase a product or service that initially was not of interest to
them Some salespeople are trained in the art of selling customers things they dont
need
Take for example the purchasing of a car a consumer may have a set of cars in
mind (called an evoked set) that she feels match her needs wants and budget She
may seek the advice of a salesperson given that a salesperson can help her realize
the right car given those criteria This can be a socially useful function salespeople
have specialized knowledge of products that can help consumers make an informed
decision However a salesperson may also talk a consumer into purchasing a more
expensive or perhaps larger car then she needs or can afford In this context the
salesperson may have usefully helped the customer re-evaluate her needs thereby
establishing a new set of appropriate choices among which included the newer orlarge car This again would be a helpful and useful service provided by the
salesperson However it is sometimes the case that customers purchase a product
or service that was not initially intended and remains an inappropriate purchase
after the fact On the other hand the consumer in this scenario can be held partially
responsible for the inappropriate purchase indeed A fool and his money are soon
parted (PT Barnum English proverbs)
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This dysfunctional behavior is encouraged by
Incentives of salespeople to increase their total number of sales especially where
retailers keep track of sales or offer commission-based salaries
Incentives from the manufactures of products or the companies of service
providers to salespeople to sell their products where other similar products
offered by competitors are offered
The incentive to sell a customer a product that is in need of being cleared
out despite the fact that a customer may be better to wait for the new
product
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Channel Of Distributions
Manufacturing Plant
Clearing and forwarding agent (different regions)
Stockist A Stockist B Stockist C
Retailers Retailers Retailers Retailers Retailers Retailers
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CONSUMERS
The above diagram it shows channel of distribution of dabur foods here first the products are manufactured and from Manufacturing plants the packed goods are
supplied to Clearing And Forwarding Agents(CampFA) and from here the goods are
then further supplied to number of Stockiest or Distributors from here goods
reaches to large number of Retailers and it is the duty of Stockiest to take orders
from retailers and then supply the goods to them this work is generally done by
stockiest salesman through ready stock or by taking orders first and then placing
the order From here the goods finally reaches to Customers Customer purchases
the product from retailers
This was the basic Channel of Distribution used by Dabur Foods now I will throw
light on each channel of distribution of Dabur Foods
Supply Chain Management
Supply chain management starts before physical distribution it involves procuring
the right inputs (raw materials components and capital equipment) converting
them into finished products and dispatching them to the final destinations The
supply chain perspective can help identify superior suppliers and distributors and
help them improve productivity which ultimately brings down the companyrsquos
costs
A broader view sees a company at the center of a value network that
includes its suppliers its immediate customers and their end customers The value
network includes valued relations with others such as university researchers
government approval agencies and so on
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MANUFACTURING PLANT
Dabur Foods has Number of products in its product line but its main area of
interest or the product on which they concentrate the most is Real Juice amp Coolers
Dabur has its manufacturing plant at Nepal and at Jaipur where juice is
manufactured and tested
PROCUREMENT amp TRANSPORT
Getting the raw material and packaging material requirement from the
production unit in charge
Constant updates on the procurement of materials and transport details
Production details and ingredient content information from the different personnel and coordinating this activity
PACKAGING
Approval and coordination of the supply of packaging material to the
production unit
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CLEARING AND FORWARDING AGENTA (CampFA)
From manufacturing plant the stock is transported or supplied to clearing
and forwarding agents
Clearing and Forwarding Agents is a third party and Dabur gives contract to
them so company has nothing to do in building the relationship with them
Here CampFA keep or stock the goods with them
They charge dabur for stocking the good and even dabur donrsquot mind doing
so as it is a measure of cost cutting as well as there is no need for gowdowns
and maintenance
For Ghazizbad Meerut Delhi NCR there is one CampFA whish is situated in
Mohan Nagar here all goods which dabur foods hare kept here
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STOCKIEST OR DISTRIBUTORS
Stockiest store the products in their godowns CampFA supplies the goods to
them as per their order
Stockiest has some sales men working under him they are known as
stockiest sales man Their work is to place the products in the market and
take order from retailers and then supply goods to them
Sales man either take ready stock with them or they first take orders and
then supply goods later on
There is a beat which is a schedule route of sales man means sales man has
to daily cover the route as mention in the beat
Merchandising making products visible pasting posters putting banners
and seeing that goods are properly placed in the retail outlets is also the duty
of stockiest sales man
Companiesrsquo sales officer keeps a check on the stockiest and monthly report
is also prepared which is further analyzed by ASM amp ZSM
In Noida Dabur has 1 stockist and in Ghaziabad 1
RETAILERS
Retailers are backbone of the company as they are the one who can take the
product on new heights or can bring it down to toes
Stockiest supplies goods to retailers and tries Persuading retailers to give the
brand special displays (using merchandising tools) to get affective brand
presence and arranging it in more noticeable manner
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Classification of outlets in different type of markets is different according to
their sales volume
TYPES OF RETAILS OUTLETS
Class Average Monthly Business
A Above 10000
B 5000-10000
C Upto 5000
Margin of retailers is always higher than stockiest
Retailers are the one who have direct contact with the customers
Dabur Foods has a distribution network that covers 175 towns and 75
thousand retail outlets making its product available to the consumers across
the country at ease
TYPES OF RETAIL MARKET
The retail market can be classified on the basis of magnitude of retail
SCATTERED MARKET
Lesser no of outlets and
Extensive outlets
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BLOCK MARKET
Large no of retail outlets in chunk
SUPER MARKET
Through their superior information logistical systems and buying power deliver
good service and immense volumes of products at attractive prices
CHAIN OUTLETS
Having more than one key outlet all across with a single control unit and central
purchasing strategy
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M PRODUCT LINE
Foods
Real
Real Activ
Hommade
Lemoneez
Capsico
Health Care
Baby Care
Dabur Lal Tail
Dabur Baby Olive Oil
Dabur Janma Ghunti
Health Supplements
Dabur Chyawanprash Dabur Glucose D
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Digestives
Hajmola Yumstick
Hajmola Mast Masala
Anardana
Hajmola
Hajmola Candy
Hajmola Candy Fun2
Pudin Hara (Liquid and Pearls)
Pudin Hara G
Dabur Hingoli
Natural Cures
Shilajit Gold
Nature Care Sat Isabgol
Shilajit
Ring Ring
Itch Care
Backaid
Shankha Pushpi Dabur Balm
Sarbyna Strong
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Personal Care
Hair Care Oil
Amla Hair Oil
Amla Lite Hair Oil
Vatika Hair Oil
Anmol Sarson Amla
Hair Care Shampoo
Anmol Silky Black Shampoo
Vatika Henna Conditioning Shampoo
Vatika AntiDandruff Shampoo
Anmol Natural Shine Shampoo
Oral Care
Dabur Red Gel
Dabur Red Toothpaste
Babool Toothpaste
Dabur Lal Dant Manjan
Dabur Binaca
Toothbrush
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Dabur Amongst Top Three Most
Respected FMCG Companies
Dabur Real Bags Gold In Readers
Digest Trusted Brand Awards
Dabur Figures In Top Great PlaceTo Work 2006 List
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Dabur has been ranked
amongst Indias Most
Innovative Companies by
a Business Today-Monitor
Group survey
Hajmola has been ranked
34th in Indiarsquos 100 Most
Valuable Brands list
Hajmola one of the
strongest brands in
Daburs portfolio
has been listed
among the Top 18
Iconic Brands in
India that have
stood the test oftime
Dabur Indiarsquos fruit juice
brand Reacuteal awarded the
Three Dabur brands --
Hajmola Dabur Amla and
Hajmola moves up
11 spots to take the
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Readerrsquos Digest Gold
Trusted Brand Award
2008 in the food amp
beverages category
Vatika -- have debuted in
the Economic Times
Brand Equitys Most
Trusted Brands 2008 list
Besides Dabur Foods has
climbed up to take the
40th spot
34th position
among Indias Top
100 Most Valuable
Brands of 2008
released by 4Ps and
ICMR
Dabur India Ltd has been ranked 28th in the list of Indias Top 50 Most
valuable (Company) Brands by Brand Finance
newu was voted the Most
Admired New Retail
Launch of the year at
Images Retail Awards
Dabur India CEO Mr
Sunil Duggal was named
Best Corporate Leader of
2008 at the BampE
Leadership and Excellence
Dabur India Ltd
was ranked the
Business Leader in
the FMCG -
Personal Care
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Awards Category at the
NDTV Profit
Business
Leadership Award
2008
Dabur India Ltd CEO Mr
Sunil Duggal has been
ranked among Indias
Most valueable CEOs by
Business World
Dabur India Ltd has been listed among the Super
100 of India Inc prepared by Business India
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Dedicated to the health and well being of every household
This is our company We accept personal responsibility and accountability to meet business needs
We all are leaders in our area of responsibility with a deep commitment to deliver results We are determined to be the best at doing what matters most
People are our most important asset We add value through result driven training and we encourage amp reward excellence
We have superior understanding of consumer needs and develop products to fulfill them better
We work together on the principle of mutual trust amp transparency in a boundary-less organisation We are intellectually honest in advocating proposals includingrecognizing risks
Continuous innovation in products amp processes is the basis of our success
We are committed to the achievement of business success with integrity We are honest with consumers with business partners and with each other
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INTRODUCTION OF DABUR CHYWANPRASH
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Dabur Chyawanprash the trusted name for your entire familys health
Dabur Chyawanprash has anti-oxidant properties amp strengthens your bodysinternal defense mechanism the immune system thereby protecting you fromeveryday infections cough cold amp stress etc
At a time when flu and viruses are everywhere your immunity system provides the best prevention from these deadly diseases Chyawanprash a time-tested age-
old formulation has a number of herbs like Amla known to be one of the bestantioxidants Giloy (Guduchi) known to have immuno modulatory properties andhas more than 40 other natural ingredients to boost immunity
Dabur Chyawanprash The Health Giver
Derived from 2500-year-old Ayurvedic formula
Totally chemical-free natural and safe Powerful combination of herbs and plant extracts in a
base of Amla fruit pulp Refined by Dabur to provide traditional goodness with best quality
Reinforces the immune system amp helps fight disease Trusted health provider of a majority of Indian households
Usage
Dabur Chyawanprash has a tangy sweet-sour taste and the consistency of jamIt can be taken directly or with milk and as bread spread In all cases itstherapeutic properties remain stable and active In winters have a glass ofwarm milk after having Chyawanprash In summers have a glass of cold milkafter having Chyawanprash
Dose
1-2 teaspoonful
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STP ANALYSIS OF DABUR CHYAWANPRASH
SEGMENTATION
Dabur Chyawanprash is the market leader in the Chyawanprash segment It
comes under the category of health supplements The segments that it considers
are growing kids competitive youth ever busy housewives and the aged
For the growing kids In todays competitive environment the children are under
high pressure to excel
For the competitive youth Modern life keeps the youth busy and demands them
to be active and efficient
For ever-busy housewives The homemaker needs to be fit in order to shoulder
all responsibilities
For the aged Old age weakens a person physically and mentally
After segmenting the population into these categories it aims to keep them fit
and healthy
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TARGETING
Traditionally chyawanprash was supposed to be a health supplement for the
aged and kids Dabur Chyawanprash (DCP) is now targeting adults housewives
youth and kids This it is trying to achieve through its promotion activities by
making Amitabh Bacchan and Vivek Oberoi do the endorsement act Amitabh
has been projected as a user of Chyawanprash attempting to establish the
relevance of DCP amongst the adults in todayrsquos demanding lifestyle Vivek who
represents an urban ambitious non-user with a mindset that Chyawanprash is not
for him meets his moment of truth when outperformed by a young
Chyawanprash user thus reaching out to kids His final conversion from a non-
user to a Chyawanprash user connects with the Youth These two ads compliment
each other and connect very well with the targeted consumers
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POSITIONING
Andar se strongrdquo Dabur chyawanprash has the tag line Andar se strongrdquo By
using a natural language instead of scientific language it is able to connect with
the consumers and is able to achieve a better positioning in the minds of the
Indian health conscious consumer A category like Chyawanprash for instance
needs to understand that in employing the category language it loses any chance
of expressing its own benefit distinctively
Holistic Health benefit of Ayurveda Dabur Chyawanprash helps in stimulating
immune system relieving stress improving stamina fighting aging through anti-
oxidant property improving lung function fighting respiratory infections amp
building resistance to disease The brand conveys this health conscious holistic
view of the product
Brand Trust Over 100 years of Daburrsquos experience in Ayurveda ensures selection
processing and quality control of right herbs along with scientific and clinical
studies ndash makes DCP a trustworthy offering for consumers Consumers view DCP
as a product by a trusted brand and therefore do not need to think twice beforemaking a purchasing decisio
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MARKETING MIX OF DABUR CHYAWANPRASH
Dabur Chyawanprash is the market leader in the chyawanprash segment and has
achieved this with its innovative product offering pricing strategy easy
availability and promotion campaigns In the marketing mix of Dabur we shall be
discussing the 4 Ps of marketing mix with respect to Dabur Chyawanprash The
mix shall be analyzed as followed
Product
Price
Place
Promotion
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Product Price Promotion Place
bull Product
Variety
bull Quality
bull Design
bull Features
bull Brand
Names
bull Services
bull List Price
bull Discount
bull Financing
Schemes
bull Credit Terms
bull Advertising amp
Promotion
bull Public Relations
bull Sponsorships
bull Internet
Marketing
bull Channels
bull Location
bull Inventory
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PRODUCT
Dabur Chyawanprash is the leader in the Chyawanprash category
and enjoys a market share of 61 per cent In 50s Dabur pioneered the
concept of branded Chyawanprash and since has invested heavily in
product development clinical studies and consumer awareness The
product is essentially a health supplement
Known as the ldquoelixir of liferdquo Chyawanprash has (clinically) proven benefits in
maintaining smooth body functioning The principal ingredient Amla (Indian
Gooseberry) acts as an anti-oxidant and immuno-stimulant Dabur Chyawanprash
helps in stimulating immune system relieving stress improving stamina fighting
aging through anti-oxidant property improving lung function fighting respiratory
infections amp building resistance to disease It is these properties that make Dabur
Chyawanprash a preferred choice for its users
Ingredients of Dabur Chyawanprash
Vishwast Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts
Special Vishwast fortified with additional health beneficial herbs like
Keshar Akarkara etc
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Packaging
n
The figure above shows the evolution of the packaging of Dabur Chyawanprash
Dabur continuously innovates the package and branding of its chayawanprash It
launched Dabur Chyawanprash first in 1949 in a tin pack and it was the first
branded Chyawanprash in India Later Dabur came out with its new packet of
Chyawanprash with Amitabh Bachchan as their brand ambassador It also
received ldquoBrand Relaunch of the Year ldquoaward from IMA
Available in
Dabur Chyawanprash is available in three sizes to cater to the needs of different
types of people
1 One kilogram pack
2 500 gram pack
3 250 gram pack
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PRICE
The pricing of Dabur chyawanprash is very competitive Dabur chyawanprash uses
second degree price discrimination ie more the quantity lower the price
1kg Rs19500
500gms Rs11000
250gms Rs 6200
PRICEQUALITY MATRIX
Pricerarr
Quality
darr
High Middle Low
High
Luxury
Segment
Ideal For
Penetration
DABUR
CHYAWANPRASH
Premiere
Offering
Middle
Overpriced Average Real
Bargain
Low
Make The Sale
and Run
Unhappy
Customers
Cheap
Goods
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PLACE
Dabur has a very wide distribution of its products through 16 million retail outlets
and 50 C amp F agents all over India who distribute products to the retailers Adistribution of C amp F agents and manufacturing locations is given below
Daburrsquos distribution network extends beyond India in the following countries as
well
Distribution Network
Central North amp South America
Australia
Asia
Middle East
North amp South Africa
East amp West Europe
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PROMOTION
The main form of promotional activities of Dabur chyawanprash are concentrated
towards advertising and it has neglible sales promotional activities
Advertising
Nothing can happen without establishing the brandrsquos heritage emphasizing
technological prowess explaining benefits and building bonds with prospective
buyers Ads are necessary because the images are still mouldable and fluid and
the consumerrsquos sophistication level is low Dabur chyawanprash is advertised on
print media as well as on television
The company has launched two ads one each with Amitabh and Vivek in
national electronic media followed by a series of print media campaign directed
towards creating awareness to educate people about the holistic benefits of
ChyawanprashThe ads have been created by McCann Ericsson and the company
would be spending close to Rs 10 crore in promotional campaign this year The
ads would also be translated in Bengali These advertisements are supposed to
target the old and the younger generation respectively
Thecompany has launched a new ad with MS Dhoni who is leader of Indian
cricket team
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SWOT ANALYSIS OF DABUR
STRENGTHS
Strong presence in well defined
niches( like value added Hair Oil and
Ayurveda specialities)
Core knowledge of Ayurveda as
competitive advantage
Strong Brand Image
Product Development Strength
Strong Distribution Network
Extensive Supply Chain
IT Initiatives
R amp D ndash a key strength
WEAKNESS
Seasonal Demand( like
chyawanprash in winter and Vatika not
in winter)
Low Penetration(Chyawanprash)
High price(Vatika)
Limited differentiation (Vatika)
Unbranded players account for
the 23rd of the total market(Vatika)
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OPPORTUNITIES
Untapped
Market(Chyawanprash)
Market Development
Export opportunities
Innovation
Increasing income level of the
middle class Creating additional consumption
pattern
THREATS
Existing Competition( like
Himani baidyanath and Zandu for
Dabur Chyawanprash and MaricoKeo
Karpin HLL and Bajaj for Vatika Hair Oil)
New Entrants
Threat from substitutes (like
Bryllcream for Vatika hair oil)
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OBJECTIVE OF THE STUDY
The major objective of the survey is to collect the data from outlets in the
specified areas where cold drinks are to be sold
To make an assessment of availability of several brands of dabur in
different packs and size in the specified areas
To make an assessment of market presence program of the dabur
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Research Methodology
Data collection
Sample unit
1) working people (including men amp women) amp housewife
2) college students
3) school students
4) senior citizens
5) Retailer
Sample size
1 working people amp housewife 30
2 college students 25
3 school students 20
4 senior citizens 15
5 Retailer 10
Sampling techniques
Judgmental sampling techniques used
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Sampling region
Sampling region will be DELHI in rural area
Data collection method
1 Primary data It will be collected with the help of a self administered
questionnaire
2 Secondary data it will be collected with the help of books research
papers magazines news papers journals internet etc
3
Research instruments
Questionnaire design
As the questionnaire is self administrated one the survey will be simple and user
friendly Words used in questionnaire will be readily understandable to all
respondent Also technical jargons will be avoided to ensure that there is no
confusion for respondents
Data Analysis - Data analysis will be done with the help of MS Excel and SPSS
Software
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DATA ANALYSIS
DABUR CHYAWANPRASH
1 AWARNESS LEVEL
I
NTERPRETATION-
According to serveyAll person are know the dabur100 person of dabur65
person kmow the Baidyanathamp Dabur 40 people of HimaniBaidyanath and
Dabur 60 person of ZanduHimaniBaidyanath and Dabur
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2 PREFERRED BRAND
INTERPRETATION-
According to servey60 person are preferred dabur product 15 person are
preferred Baidynath product 15 person are preferred Himani product 10 person
are preferred Zandu
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3SATISFACTION LEVEL
INTERPRETATION-
According to servey100 satisfaction level of dabur product 80 satisfaction level
of Baidynath product 80 satisfaction level of Himani product
60 satisfaction level of Zandu product
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4 REASONS FOR SELECTING A PARTICULAR BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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5HOW DID YOU COME TO KNOW ABOUT THIS BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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6 PREFERRED PACK SIZE
INTERPRETATION-
According to servey50 person are preferred 500gm product 30 person are
preferred 1kg product 20 person are preferred 250gm product
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8 REASON TO SELECT PREFERRED PACK SIZE
INTERPRETATION-
According to servey20 person are select product of itrsquos availability pack size
40 person are select product of itrsquos price pack size 25 person are select
product of itrsquos family pack size 15 person are select product of itrsquos storage
pack size
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9 FREQUENCY OF
PURCHASE
INTERPRETATION-
According to servey30 People are purchase product after one month 55
People are purchase product after two months 15 People are purchase
product after six months
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COMPETITOR ANALYSIS
The key competitorrsquos of Dabur in the Chyawanprash segment are Baidyanath
Zandu and Himani which together with Dabur have about 85 of Indias domestic
market
Dabur is Indias largest Ayurvedic medicine supplier and the fourth largest
producer of FMCG It was established in 1884 and had grown to a business level
in 2003 of about 650 million dollars per year though only a fraction of that is
involved with Ayurvedic medicine Dabur Chyawanprash (herbal honey) has a
market share of 61We have tried to analyse the competition for Dabur in the
Chyawanprash segment as follows
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The Himani Group
It founded in 1974 provides a diverse range of products doing 110 million dollars
of business annually though only a portion is involved with Ayurvedic products
through its Himani line the company is mainly involved with toiletries and
cosmetics but also provides Chyawanprash and other health productsIts market
share is 12
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CONCLUSIONS
The Chyawanprash Industry is yet to capture the beverage market in full swing Packed Chyawanprash
followed by Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts the market The consumerrsquos patriotic love for tea and coffee is unfared
Chyawanprash are yet to establish their supplement use in the average household here in lies the great
opportunities Within the market it is safe to conclude that dabur has hit off ratherwell with the
masses
dabur has clearly lost it head start advantage and thereby acquiring just 35 of the market share while
others enjoys rest of the market share This could be well attributed to dabor successful ATA
(Availability Taste and Affordability) marketing module the attributes most rated by the consumersLack of publicity has hampered the growth progress of the brand so aggressive advertising is needed to
promote Chyawanprash and vatika hair oil brand
The brands such as that of Chyawanprash by vednath Chyawanprash with its lsquosonacahndi lsquoMinute-
madersquo and also US food giantssDel Monte are ready to hit the Chyawanprash market very soon
As the strategies of the companies keeps on changing be it in Chyawanprash industry a company has
to create perceptions and cover them into realities It is an expensive proposition requiring huge
expenditure on advertising sponsorships and media Thus the ideal company will be the one which
combines the high end technology with consumer insight
As 16 of the excise duty is exempted on food products in this budget Many food companies including
Dabur got benefited from it On the analysis of survey it was found that target Market of Chyawanprash
want quality benefit rather then Price benefit so it is better to stress on quality rather than on
decreasing price to increase sales and profit
To increase market share Dabur should give slight price benefit on Dabur brand so that customers of
other Juice brand should switch from other brand to Dabur brand
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Findings
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey100 satisfaction level of dabur product 80 satisfaction level of
Baidynath product 80 satisfaction level of Himani product 60 satisfaction level of
Zandu product
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis According to servey50 person are preferred 500gm
product 30 person are preferred 1kg product 20 person are preferred 250gm
product
According to servey20 person are select product of itrsquos availability pack size 40
person are select product of itrsquos price pack size 25 person are select product of itrsquos
family pack size 15 person are select product of itrsquos storage pack size
According to servey30 People are purchase product after one month 55 People are
purchase product after two months 15 People are purchase product after six months
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LIMITATIONS
No study is free from limitations The limitations of this study can be
Sample size taken is small and may not be sufficient to predict theresults with 100 accuracy
The result is based on primary and secondary data that has itrsquos own limitations
The study only covers the area of Delhi that may not beapplicable to other areas
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RECOMMENDATIONS
Focus on growing core brands across categories
Reaching out to new geographies within Hapur area
Improve operational efficiencies by leveraging technology
Be the preferred company to meet the health and personal grooming needs of
our target consumers with safe efficacious natural solutions by synthesizing the
deep knowledge of ayurveda and herbs with modern science
Provide consumers with innovative products within easy reach
Vatika hair care centre On the lines of Maricorsquos Kaya Skin Clinic Dabur
could start a venture called Vatika hair care centre which would provide total hair
care solutions It could have hair care experts to solve hair problemsServices could
include dandruff treatment straightening of hair treatment for split endsetc
Position Dabur Chyawanprash as not more of a medicine but as something
which is necessary for health
More initiatives like ldquo Dabur ki Deewarrdquo to increase brand visibility It is an
initiative to occupy shelf space
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BIBLIOGRAPHY
Books
Marketing Management Twelfth Edition ndash Philip Kotler amp Kevin Lane Keller
Websites
wwwgooglecom
wwwdaburcom
wwwtutor2unet
wwwbrandchannelcom
The time of india
Forbs magazing
Hinustan time
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YES NO
7Which pack size do you prefer
YES NO
8On what parameters do you choose this pack size
YES NO
9 how do u increase the company position
YES NO
10 how you increase your company position in market agains other company
YES NO
![Page 41: Making by Th Harsh Pandit](https://reader033.vdocuments.mx/reader033/viewer/2022052406/577cd3191a28ab9e7896af7d/html5/thumbnails/41.jpg)
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Promotion
Advertising Dabur products are advertised through television newspapers
magazine etc
Personal selling Dabur hardly do any personal selling except in tent shows and
road shows Same for less amp more for same
Media Media of promotion is TV Radio newspapers magazine
Budget Budget is Decided by finance team for different strategic business unit
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Critique of selling
In theory the purpose of selling is to help a customer realize his or her goals in an
economic fashion However in reality this is not always the case Customers can be influenced to purchase a product or service that initially was not of interest to
them Some salespeople are trained in the art of selling customers things they dont
need
Take for example the purchasing of a car a consumer may have a set of cars in
mind (called an evoked set) that she feels match her needs wants and budget She
may seek the advice of a salesperson given that a salesperson can help her realize
the right car given those criteria This can be a socially useful function salespeople
have specialized knowledge of products that can help consumers make an informed
decision However a salesperson may also talk a consumer into purchasing a more
expensive or perhaps larger car then she needs or can afford In this context the
salesperson may have usefully helped the customer re-evaluate her needs thereby
establishing a new set of appropriate choices among which included the newer orlarge car This again would be a helpful and useful service provided by the
salesperson However it is sometimes the case that customers purchase a product
or service that was not initially intended and remains an inappropriate purchase
after the fact On the other hand the consumer in this scenario can be held partially
responsible for the inappropriate purchase indeed A fool and his money are soon
parted (PT Barnum English proverbs)
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This dysfunctional behavior is encouraged by
Incentives of salespeople to increase their total number of sales especially where
retailers keep track of sales or offer commission-based salaries
Incentives from the manufactures of products or the companies of service
providers to salespeople to sell their products where other similar products
offered by competitors are offered
The incentive to sell a customer a product that is in need of being cleared
out despite the fact that a customer may be better to wait for the new
product
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Channel Of Distributions
Manufacturing Plant
Clearing and forwarding agent (different regions)
Stockist A Stockist B Stockist C
Retailers Retailers Retailers Retailers Retailers Retailers
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CONSUMERS
The above diagram it shows channel of distribution of dabur foods here first the products are manufactured and from Manufacturing plants the packed goods are
supplied to Clearing And Forwarding Agents(CampFA) and from here the goods are
then further supplied to number of Stockiest or Distributors from here goods
reaches to large number of Retailers and it is the duty of Stockiest to take orders
from retailers and then supply the goods to them this work is generally done by
stockiest salesman through ready stock or by taking orders first and then placing
the order From here the goods finally reaches to Customers Customer purchases
the product from retailers
This was the basic Channel of Distribution used by Dabur Foods now I will throw
light on each channel of distribution of Dabur Foods
Supply Chain Management
Supply chain management starts before physical distribution it involves procuring
the right inputs (raw materials components and capital equipment) converting
them into finished products and dispatching them to the final destinations The
supply chain perspective can help identify superior suppliers and distributors and
help them improve productivity which ultimately brings down the companyrsquos
costs
A broader view sees a company at the center of a value network that
includes its suppliers its immediate customers and their end customers The value
network includes valued relations with others such as university researchers
government approval agencies and so on
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MANUFACTURING PLANT
Dabur Foods has Number of products in its product line but its main area of
interest or the product on which they concentrate the most is Real Juice amp Coolers
Dabur has its manufacturing plant at Nepal and at Jaipur where juice is
manufactured and tested
PROCUREMENT amp TRANSPORT
Getting the raw material and packaging material requirement from the
production unit in charge
Constant updates on the procurement of materials and transport details
Production details and ingredient content information from the different personnel and coordinating this activity
PACKAGING
Approval and coordination of the supply of packaging material to the
production unit
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CLEARING AND FORWARDING AGENTA (CampFA)
From manufacturing plant the stock is transported or supplied to clearing
and forwarding agents
Clearing and Forwarding Agents is a third party and Dabur gives contract to
them so company has nothing to do in building the relationship with them
Here CampFA keep or stock the goods with them
They charge dabur for stocking the good and even dabur donrsquot mind doing
so as it is a measure of cost cutting as well as there is no need for gowdowns
and maintenance
For Ghazizbad Meerut Delhi NCR there is one CampFA whish is situated in
Mohan Nagar here all goods which dabur foods hare kept here
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STOCKIEST OR DISTRIBUTORS
Stockiest store the products in their godowns CampFA supplies the goods to
them as per their order
Stockiest has some sales men working under him they are known as
stockiest sales man Their work is to place the products in the market and
take order from retailers and then supply goods to them
Sales man either take ready stock with them or they first take orders and
then supply goods later on
There is a beat which is a schedule route of sales man means sales man has
to daily cover the route as mention in the beat
Merchandising making products visible pasting posters putting banners
and seeing that goods are properly placed in the retail outlets is also the duty
of stockiest sales man
Companiesrsquo sales officer keeps a check on the stockiest and monthly report
is also prepared which is further analyzed by ASM amp ZSM
In Noida Dabur has 1 stockist and in Ghaziabad 1
RETAILERS
Retailers are backbone of the company as they are the one who can take the
product on new heights or can bring it down to toes
Stockiest supplies goods to retailers and tries Persuading retailers to give the
brand special displays (using merchandising tools) to get affective brand
presence and arranging it in more noticeable manner
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Classification of outlets in different type of markets is different according to
their sales volume
TYPES OF RETAILS OUTLETS
Class Average Monthly Business
A Above 10000
B 5000-10000
C Upto 5000
Margin of retailers is always higher than stockiest
Retailers are the one who have direct contact with the customers
Dabur Foods has a distribution network that covers 175 towns and 75
thousand retail outlets making its product available to the consumers across
the country at ease
TYPES OF RETAIL MARKET
The retail market can be classified on the basis of magnitude of retail
SCATTERED MARKET
Lesser no of outlets and
Extensive outlets
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BLOCK MARKET
Large no of retail outlets in chunk
SUPER MARKET
Through their superior information logistical systems and buying power deliver
good service and immense volumes of products at attractive prices
CHAIN OUTLETS
Having more than one key outlet all across with a single control unit and central
purchasing strategy
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M PRODUCT LINE
Foods
Real
Real Activ
Hommade
Lemoneez
Capsico
Health Care
Baby Care
Dabur Lal Tail
Dabur Baby Olive Oil
Dabur Janma Ghunti
Health Supplements
Dabur Chyawanprash Dabur Glucose D
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Digestives
Hajmola Yumstick
Hajmola Mast Masala
Anardana
Hajmola
Hajmola Candy
Hajmola Candy Fun2
Pudin Hara (Liquid and Pearls)
Pudin Hara G
Dabur Hingoli
Natural Cures
Shilajit Gold
Nature Care Sat Isabgol
Shilajit
Ring Ring
Itch Care
Backaid
Shankha Pushpi Dabur Balm
Sarbyna Strong
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Personal Care
Hair Care Oil
Amla Hair Oil
Amla Lite Hair Oil
Vatika Hair Oil
Anmol Sarson Amla
Hair Care Shampoo
Anmol Silky Black Shampoo
Vatika Henna Conditioning Shampoo
Vatika AntiDandruff Shampoo
Anmol Natural Shine Shampoo
Oral Care
Dabur Red Gel
Dabur Red Toothpaste
Babool Toothpaste
Dabur Lal Dant Manjan
Dabur Binaca
Toothbrush
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Dabur Amongst Top Three Most
Respected FMCG Companies
Dabur Real Bags Gold In Readers
Digest Trusted Brand Awards
Dabur Figures In Top Great PlaceTo Work 2006 List
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Dabur has been ranked
amongst Indias Most
Innovative Companies by
a Business Today-Monitor
Group survey
Hajmola has been ranked
34th in Indiarsquos 100 Most
Valuable Brands list
Hajmola one of the
strongest brands in
Daburs portfolio
has been listed
among the Top 18
Iconic Brands in
India that have
stood the test oftime
Dabur Indiarsquos fruit juice
brand Reacuteal awarded the
Three Dabur brands --
Hajmola Dabur Amla and
Hajmola moves up
11 spots to take the
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57
Readerrsquos Digest Gold
Trusted Brand Award
2008 in the food amp
beverages category
Vatika -- have debuted in
the Economic Times
Brand Equitys Most
Trusted Brands 2008 list
Besides Dabur Foods has
climbed up to take the
40th spot
34th position
among Indias Top
100 Most Valuable
Brands of 2008
released by 4Ps and
ICMR
Dabur India Ltd has been ranked 28th in the list of Indias Top 50 Most
valuable (Company) Brands by Brand Finance
newu was voted the Most
Admired New Retail
Launch of the year at
Images Retail Awards
Dabur India CEO Mr
Sunil Duggal was named
Best Corporate Leader of
2008 at the BampE
Leadership and Excellence
Dabur India Ltd
was ranked the
Business Leader in
the FMCG -
Personal Care
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Awards Category at the
NDTV Profit
Business
Leadership Award
2008
Dabur India Ltd CEO Mr
Sunil Duggal has been
ranked among Indias
Most valueable CEOs by
Business World
Dabur India Ltd has been listed among the Super
100 of India Inc prepared by Business India
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Dedicated to the health and well being of every household
This is our company We accept personal responsibility and accountability to meet business needs
We all are leaders in our area of responsibility with a deep commitment to deliver results We are determined to be the best at doing what matters most
People are our most important asset We add value through result driven training and we encourage amp reward excellence
We have superior understanding of consumer needs and develop products to fulfill them better
We work together on the principle of mutual trust amp transparency in a boundary-less organisation We are intellectually honest in advocating proposals includingrecognizing risks
Continuous innovation in products amp processes is the basis of our success
We are committed to the achievement of business success with integrity We are honest with consumers with business partners and with each other
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INTRODUCTION OF DABUR CHYWANPRASH
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Dabur Chyawanprash the trusted name for your entire familys health
Dabur Chyawanprash has anti-oxidant properties amp strengthens your bodysinternal defense mechanism the immune system thereby protecting you fromeveryday infections cough cold amp stress etc
At a time when flu and viruses are everywhere your immunity system provides the best prevention from these deadly diseases Chyawanprash a time-tested age-
old formulation has a number of herbs like Amla known to be one of the bestantioxidants Giloy (Guduchi) known to have immuno modulatory properties andhas more than 40 other natural ingredients to boost immunity
Dabur Chyawanprash The Health Giver
Derived from 2500-year-old Ayurvedic formula
Totally chemical-free natural and safe Powerful combination of herbs and plant extracts in a
base of Amla fruit pulp Refined by Dabur to provide traditional goodness with best quality
Reinforces the immune system amp helps fight disease Trusted health provider of a majority of Indian households
Usage
Dabur Chyawanprash has a tangy sweet-sour taste and the consistency of jamIt can be taken directly or with milk and as bread spread In all cases itstherapeutic properties remain stable and active In winters have a glass ofwarm milk after having Chyawanprash In summers have a glass of cold milkafter having Chyawanprash
Dose
1-2 teaspoonful
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STP ANALYSIS OF DABUR CHYAWANPRASH
SEGMENTATION
Dabur Chyawanprash is the market leader in the Chyawanprash segment It
comes under the category of health supplements The segments that it considers
are growing kids competitive youth ever busy housewives and the aged
For the growing kids In todays competitive environment the children are under
high pressure to excel
For the competitive youth Modern life keeps the youth busy and demands them
to be active and efficient
For ever-busy housewives The homemaker needs to be fit in order to shoulder
all responsibilities
For the aged Old age weakens a person physically and mentally
After segmenting the population into these categories it aims to keep them fit
and healthy
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TARGETING
Traditionally chyawanprash was supposed to be a health supplement for the
aged and kids Dabur Chyawanprash (DCP) is now targeting adults housewives
youth and kids This it is trying to achieve through its promotion activities by
making Amitabh Bacchan and Vivek Oberoi do the endorsement act Amitabh
has been projected as a user of Chyawanprash attempting to establish the
relevance of DCP amongst the adults in todayrsquos demanding lifestyle Vivek who
represents an urban ambitious non-user with a mindset that Chyawanprash is not
for him meets his moment of truth when outperformed by a young
Chyawanprash user thus reaching out to kids His final conversion from a non-
user to a Chyawanprash user connects with the Youth These two ads compliment
each other and connect very well with the targeted consumers
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POSITIONING
Andar se strongrdquo Dabur chyawanprash has the tag line Andar se strongrdquo By
using a natural language instead of scientific language it is able to connect with
the consumers and is able to achieve a better positioning in the minds of the
Indian health conscious consumer A category like Chyawanprash for instance
needs to understand that in employing the category language it loses any chance
of expressing its own benefit distinctively
Holistic Health benefit of Ayurveda Dabur Chyawanprash helps in stimulating
immune system relieving stress improving stamina fighting aging through anti-
oxidant property improving lung function fighting respiratory infections amp
building resistance to disease The brand conveys this health conscious holistic
view of the product
Brand Trust Over 100 years of Daburrsquos experience in Ayurveda ensures selection
processing and quality control of right herbs along with scientific and clinical
studies ndash makes DCP a trustworthy offering for consumers Consumers view DCP
as a product by a trusted brand and therefore do not need to think twice beforemaking a purchasing decisio
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MARKETING MIX OF DABUR CHYAWANPRASH
Dabur Chyawanprash is the market leader in the chyawanprash segment and has
achieved this with its innovative product offering pricing strategy easy
availability and promotion campaigns In the marketing mix of Dabur we shall be
discussing the 4 Ps of marketing mix with respect to Dabur Chyawanprash The
mix shall be analyzed as followed
Product
Price
Place
Promotion
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Product Price Promotion Place
bull Product
Variety
bull Quality
bull Design
bull Features
bull Brand
Names
bull Services
bull List Price
bull Discount
bull Financing
Schemes
bull Credit Terms
bull Advertising amp
Promotion
bull Public Relations
bull Sponsorships
bull Internet
Marketing
bull Channels
bull Location
bull Inventory
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PRODUCT
Dabur Chyawanprash is the leader in the Chyawanprash category
and enjoys a market share of 61 per cent In 50s Dabur pioneered the
concept of branded Chyawanprash and since has invested heavily in
product development clinical studies and consumer awareness The
product is essentially a health supplement
Known as the ldquoelixir of liferdquo Chyawanprash has (clinically) proven benefits in
maintaining smooth body functioning The principal ingredient Amla (Indian
Gooseberry) acts as an anti-oxidant and immuno-stimulant Dabur Chyawanprash
helps in stimulating immune system relieving stress improving stamina fighting
aging through anti-oxidant property improving lung function fighting respiratory
infections amp building resistance to disease It is these properties that make Dabur
Chyawanprash a preferred choice for its users
Ingredients of Dabur Chyawanprash
Vishwast Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts
Special Vishwast fortified with additional health beneficial herbs like
Keshar Akarkara etc
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Packaging
n
The figure above shows the evolution of the packaging of Dabur Chyawanprash
Dabur continuously innovates the package and branding of its chayawanprash It
launched Dabur Chyawanprash first in 1949 in a tin pack and it was the first
branded Chyawanprash in India Later Dabur came out with its new packet of
Chyawanprash with Amitabh Bachchan as their brand ambassador It also
received ldquoBrand Relaunch of the Year ldquoaward from IMA
Available in
Dabur Chyawanprash is available in three sizes to cater to the needs of different
types of people
1 One kilogram pack
2 500 gram pack
3 250 gram pack
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PRICE
The pricing of Dabur chyawanprash is very competitive Dabur chyawanprash uses
second degree price discrimination ie more the quantity lower the price
1kg Rs19500
500gms Rs11000
250gms Rs 6200
PRICEQUALITY MATRIX
Pricerarr
Quality
darr
High Middle Low
High
Luxury
Segment
Ideal For
Penetration
DABUR
CHYAWANPRASH
Premiere
Offering
Middle
Overpriced Average Real
Bargain
Low
Make The Sale
and Run
Unhappy
Customers
Cheap
Goods
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PLACE
Dabur has a very wide distribution of its products through 16 million retail outlets
and 50 C amp F agents all over India who distribute products to the retailers Adistribution of C amp F agents and manufacturing locations is given below
Daburrsquos distribution network extends beyond India in the following countries as
well
Distribution Network
Central North amp South America
Australia
Asia
Middle East
North amp South Africa
East amp West Europe
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PROMOTION
The main form of promotional activities of Dabur chyawanprash are concentrated
towards advertising and it has neglible sales promotional activities
Advertising
Nothing can happen without establishing the brandrsquos heritage emphasizing
technological prowess explaining benefits and building bonds with prospective
buyers Ads are necessary because the images are still mouldable and fluid and
the consumerrsquos sophistication level is low Dabur chyawanprash is advertised on
print media as well as on television
The company has launched two ads one each with Amitabh and Vivek in
national electronic media followed by a series of print media campaign directed
towards creating awareness to educate people about the holistic benefits of
ChyawanprashThe ads have been created by McCann Ericsson and the company
would be spending close to Rs 10 crore in promotional campaign this year The
ads would also be translated in Bengali These advertisements are supposed to
target the old and the younger generation respectively
Thecompany has launched a new ad with MS Dhoni who is leader of Indian
cricket team
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SWOT ANALYSIS OF DABUR
STRENGTHS
Strong presence in well defined
niches( like value added Hair Oil and
Ayurveda specialities)
Core knowledge of Ayurveda as
competitive advantage
Strong Brand Image
Product Development Strength
Strong Distribution Network
Extensive Supply Chain
IT Initiatives
R amp D ndash a key strength
WEAKNESS
Seasonal Demand( like
chyawanprash in winter and Vatika not
in winter)
Low Penetration(Chyawanprash)
High price(Vatika)
Limited differentiation (Vatika)
Unbranded players account for
the 23rd of the total market(Vatika)
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OPPORTUNITIES
Untapped
Market(Chyawanprash)
Market Development
Export opportunities
Innovation
Increasing income level of the
middle class Creating additional consumption
pattern
THREATS
Existing Competition( like
Himani baidyanath and Zandu for
Dabur Chyawanprash and MaricoKeo
Karpin HLL and Bajaj for Vatika Hair Oil)
New Entrants
Threat from substitutes (like
Bryllcream for Vatika hair oil)
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OBJECTIVE OF THE STUDY
The major objective of the survey is to collect the data from outlets in the
specified areas where cold drinks are to be sold
To make an assessment of availability of several brands of dabur in
different packs and size in the specified areas
To make an assessment of market presence program of the dabur
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Research Methodology
Data collection
Sample unit
1) working people (including men amp women) amp housewife
2) college students
3) school students
4) senior citizens
5) Retailer
Sample size
1 working people amp housewife 30
2 college students 25
3 school students 20
4 senior citizens 15
5 Retailer 10
Sampling techniques
Judgmental sampling techniques used
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Sampling region
Sampling region will be DELHI in rural area
Data collection method
1 Primary data It will be collected with the help of a self administered
questionnaire
2 Secondary data it will be collected with the help of books research
papers magazines news papers journals internet etc
3
Research instruments
Questionnaire design
As the questionnaire is self administrated one the survey will be simple and user
friendly Words used in questionnaire will be readily understandable to all
respondent Also technical jargons will be avoided to ensure that there is no
confusion for respondents
Data Analysis - Data analysis will be done with the help of MS Excel and SPSS
Software
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DATA ANALYSIS
DABUR CHYAWANPRASH
1 AWARNESS LEVEL
I
NTERPRETATION-
According to serveyAll person are know the dabur100 person of dabur65
person kmow the Baidyanathamp Dabur 40 people of HimaniBaidyanath and
Dabur 60 person of ZanduHimaniBaidyanath and Dabur
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2 PREFERRED BRAND
INTERPRETATION-
According to servey60 person are preferred dabur product 15 person are
preferred Baidynath product 15 person are preferred Himani product 10 person
are preferred Zandu
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3SATISFACTION LEVEL
INTERPRETATION-
According to servey100 satisfaction level of dabur product 80 satisfaction level
of Baidynath product 80 satisfaction level of Himani product
60 satisfaction level of Zandu product
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4 REASONS FOR SELECTING A PARTICULAR BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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5HOW DID YOU COME TO KNOW ABOUT THIS BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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6 PREFERRED PACK SIZE
INTERPRETATION-
According to servey50 person are preferred 500gm product 30 person are
preferred 1kg product 20 person are preferred 250gm product
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8 REASON TO SELECT PREFERRED PACK SIZE
INTERPRETATION-
According to servey20 person are select product of itrsquos availability pack size
40 person are select product of itrsquos price pack size 25 person are select
product of itrsquos family pack size 15 person are select product of itrsquos storage
pack size
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9 FREQUENCY OF
PURCHASE
INTERPRETATION-
According to servey30 People are purchase product after one month 55
People are purchase product after two months 15 People are purchase
product after six months
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COMPETITOR ANALYSIS
The key competitorrsquos of Dabur in the Chyawanprash segment are Baidyanath
Zandu and Himani which together with Dabur have about 85 of Indias domestic
market
Dabur is Indias largest Ayurvedic medicine supplier and the fourth largest
producer of FMCG It was established in 1884 and had grown to a business level
in 2003 of about 650 million dollars per year though only a fraction of that is
involved with Ayurvedic medicine Dabur Chyawanprash (herbal honey) has a
market share of 61We have tried to analyse the competition for Dabur in the
Chyawanprash segment as follows
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The Himani Group
It founded in 1974 provides a diverse range of products doing 110 million dollars
of business annually though only a portion is involved with Ayurvedic products
through its Himani line the company is mainly involved with toiletries and
cosmetics but also provides Chyawanprash and other health productsIts market
share is 12
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CONCLUSIONS
The Chyawanprash Industry is yet to capture the beverage market in full swing Packed Chyawanprash
followed by Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts the market The consumerrsquos patriotic love for tea and coffee is unfared
Chyawanprash are yet to establish their supplement use in the average household here in lies the great
opportunities Within the market it is safe to conclude that dabur has hit off ratherwell with the
masses
dabur has clearly lost it head start advantage and thereby acquiring just 35 of the market share while
others enjoys rest of the market share This could be well attributed to dabor successful ATA
(Availability Taste and Affordability) marketing module the attributes most rated by the consumersLack of publicity has hampered the growth progress of the brand so aggressive advertising is needed to
promote Chyawanprash and vatika hair oil brand
The brands such as that of Chyawanprash by vednath Chyawanprash with its lsquosonacahndi lsquoMinute-
madersquo and also US food giantssDel Monte are ready to hit the Chyawanprash market very soon
As the strategies of the companies keeps on changing be it in Chyawanprash industry a company has
to create perceptions and cover them into realities It is an expensive proposition requiring huge
expenditure on advertising sponsorships and media Thus the ideal company will be the one which
combines the high end technology with consumer insight
As 16 of the excise duty is exempted on food products in this budget Many food companies including
Dabur got benefited from it On the analysis of survey it was found that target Market of Chyawanprash
want quality benefit rather then Price benefit so it is better to stress on quality rather than on
decreasing price to increase sales and profit
To increase market share Dabur should give slight price benefit on Dabur brand so that customers of
other Juice brand should switch from other brand to Dabur brand
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Findings
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey100 satisfaction level of dabur product 80 satisfaction level of
Baidynath product 80 satisfaction level of Himani product 60 satisfaction level of
Zandu product
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis According to servey50 person are preferred 500gm
product 30 person are preferred 1kg product 20 person are preferred 250gm
product
According to servey20 person are select product of itrsquos availability pack size 40
person are select product of itrsquos price pack size 25 person are select product of itrsquos
family pack size 15 person are select product of itrsquos storage pack size
According to servey30 People are purchase product after one month 55 People are
purchase product after two months 15 People are purchase product after six months
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LIMITATIONS
No study is free from limitations The limitations of this study can be
Sample size taken is small and may not be sufficient to predict theresults with 100 accuracy
The result is based on primary and secondary data that has itrsquos own limitations
The study only covers the area of Delhi that may not beapplicable to other areas
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RECOMMENDATIONS
Focus on growing core brands across categories
Reaching out to new geographies within Hapur area
Improve operational efficiencies by leveraging technology
Be the preferred company to meet the health and personal grooming needs of
our target consumers with safe efficacious natural solutions by synthesizing the
deep knowledge of ayurveda and herbs with modern science
Provide consumers with innovative products within easy reach
Vatika hair care centre On the lines of Maricorsquos Kaya Skin Clinic Dabur
could start a venture called Vatika hair care centre which would provide total hair
care solutions It could have hair care experts to solve hair problemsServices could
include dandruff treatment straightening of hair treatment for split endsetc
Position Dabur Chyawanprash as not more of a medicine but as something
which is necessary for health
More initiatives like ldquo Dabur ki Deewarrdquo to increase brand visibility It is an
initiative to occupy shelf space
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92
BIBLIOGRAPHY
Books
Marketing Management Twelfth Edition ndash Philip Kotler amp Kevin Lane Keller
Websites
wwwgooglecom
wwwdaburcom
wwwtutor2unet
wwwbrandchannelcom
The time of india
Forbs magazing
Hinustan time
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YES NO
7Which pack size do you prefer
YES NO
8On what parameters do you choose this pack size
YES NO
9 how do u increase the company position
YES NO
10 how you increase your company position in market agains other company
YES NO
![Page 42: Making by Th Harsh Pandit](https://reader033.vdocuments.mx/reader033/viewer/2022052406/577cd3191a28ab9e7896af7d/html5/thumbnails/42.jpg)
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42
Critique of selling
In theory the purpose of selling is to help a customer realize his or her goals in an
economic fashion However in reality this is not always the case Customers can be influenced to purchase a product or service that initially was not of interest to
them Some salespeople are trained in the art of selling customers things they dont
need
Take for example the purchasing of a car a consumer may have a set of cars in
mind (called an evoked set) that she feels match her needs wants and budget She
may seek the advice of a salesperson given that a salesperson can help her realize
the right car given those criteria This can be a socially useful function salespeople
have specialized knowledge of products that can help consumers make an informed
decision However a salesperson may also talk a consumer into purchasing a more
expensive or perhaps larger car then she needs or can afford In this context the
salesperson may have usefully helped the customer re-evaluate her needs thereby
establishing a new set of appropriate choices among which included the newer orlarge car This again would be a helpful and useful service provided by the
salesperson However it is sometimes the case that customers purchase a product
or service that was not initially intended and remains an inappropriate purchase
after the fact On the other hand the consumer in this scenario can be held partially
responsible for the inappropriate purchase indeed A fool and his money are soon
parted (PT Barnum English proverbs)
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43
This dysfunctional behavior is encouraged by
Incentives of salespeople to increase their total number of sales especially where
retailers keep track of sales or offer commission-based salaries
Incentives from the manufactures of products or the companies of service
providers to salespeople to sell their products where other similar products
offered by competitors are offered
The incentive to sell a customer a product that is in need of being cleared
out despite the fact that a customer may be better to wait for the new
product
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Channel Of Distributions
Manufacturing Plant
Clearing and forwarding agent (different regions)
Stockist A Stockist B Stockist C
Retailers Retailers Retailers Retailers Retailers Retailers
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45
CONSUMERS
The above diagram it shows channel of distribution of dabur foods here first the products are manufactured and from Manufacturing plants the packed goods are
supplied to Clearing And Forwarding Agents(CampFA) and from here the goods are
then further supplied to number of Stockiest or Distributors from here goods
reaches to large number of Retailers and it is the duty of Stockiest to take orders
from retailers and then supply the goods to them this work is generally done by
stockiest salesman through ready stock or by taking orders first and then placing
the order From here the goods finally reaches to Customers Customer purchases
the product from retailers
This was the basic Channel of Distribution used by Dabur Foods now I will throw
light on each channel of distribution of Dabur Foods
Supply Chain Management
Supply chain management starts before physical distribution it involves procuring
the right inputs (raw materials components and capital equipment) converting
them into finished products and dispatching them to the final destinations The
supply chain perspective can help identify superior suppliers and distributors and
help them improve productivity which ultimately brings down the companyrsquos
costs
A broader view sees a company at the center of a value network that
includes its suppliers its immediate customers and their end customers The value
network includes valued relations with others such as university researchers
government approval agencies and so on
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46
MANUFACTURING PLANT
Dabur Foods has Number of products in its product line but its main area of
interest or the product on which they concentrate the most is Real Juice amp Coolers
Dabur has its manufacturing plant at Nepal and at Jaipur where juice is
manufactured and tested
PROCUREMENT amp TRANSPORT
Getting the raw material and packaging material requirement from the
production unit in charge
Constant updates on the procurement of materials and transport details
Production details and ingredient content information from the different personnel and coordinating this activity
PACKAGING
Approval and coordination of the supply of packaging material to the
production unit
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47
CLEARING AND FORWARDING AGENTA (CampFA)
From manufacturing plant the stock is transported or supplied to clearing
and forwarding agents
Clearing and Forwarding Agents is a third party and Dabur gives contract to
them so company has nothing to do in building the relationship with them
Here CampFA keep or stock the goods with them
They charge dabur for stocking the good and even dabur donrsquot mind doing
so as it is a measure of cost cutting as well as there is no need for gowdowns
and maintenance
For Ghazizbad Meerut Delhi NCR there is one CampFA whish is situated in
Mohan Nagar here all goods which dabur foods hare kept here
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STOCKIEST OR DISTRIBUTORS
Stockiest store the products in their godowns CampFA supplies the goods to
them as per their order
Stockiest has some sales men working under him they are known as
stockiest sales man Their work is to place the products in the market and
take order from retailers and then supply goods to them
Sales man either take ready stock with them or they first take orders and
then supply goods later on
There is a beat which is a schedule route of sales man means sales man has
to daily cover the route as mention in the beat
Merchandising making products visible pasting posters putting banners
and seeing that goods are properly placed in the retail outlets is also the duty
of stockiest sales man
Companiesrsquo sales officer keeps a check on the stockiest and monthly report
is also prepared which is further analyzed by ASM amp ZSM
In Noida Dabur has 1 stockist and in Ghaziabad 1
RETAILERS
Retailers are backbone of the company as they are the one who can take the
product on new heights or can bring it down to toes
Stockiest supplies goods to retailers and tries Persuading retailers to give the
brand special displays (using merchandising tools) to get affective brand
presence and arranging it in more noticeable manner
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Classification of outlets in different type of markets is different according to
their sales volume
TYPES OF RETAILS OUTLETS
Class Average Monthly Business
A Above 10000
B 5000-10000
C Upto 5000
Margin of retailers is always higher than stockiest
Retailers are the one who have direct contact with the customers
Dabur Foods has a distribution network that covers 175 towns and 75
thousand retail outlets making its product available to the consumers across
the country at ease
TYPES OF RETAIL MARKET
The retail market can be classified on the basis of magnitude of retail
SCATTERED MARKET
Lesser no of outlets and
Extensive outlets
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50
BLOCK MARKET
Large no of retail outlets in chunk
SUPER MARKET
Through their superior information logistical systems and buying power deliver
good service and immense volumes of products at attractive prices
CHAIN OUTLETS
Having more than one key outlet all across with a single control unit and central
purchasing strategy
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51
M PRODUCT LINE
Foods
Real
Real Activ
Hommade
Lemoneez
Capsico
Health Care
Baby Care
Dabur Lal Tail
Dabur Baby Olive Oil
Dabur Janma Ghunti
Health Supplements
Dabur Chyawanprash Dabur Glucose D
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Digestives
Hajmola Yumstick
Hajmola Mast Masala
Anardana
Hajmola
Hajmola Candy
Hajmola Candy Fun2
Pudin Hara (Liquid and Pearls)
Pudin Hara G
Dabur Hingoli
Natural Cures
Shilajit Gold
Nature Care Sat Isabgol
Shilajit
Ring Ring
Itch Care
Backaid
Shankha Pushpi Dabur Balm
Sarbyna Strong
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Personal Care
Hair Care Oil
Amla Hair Oil
Amla Lite Hair Oil
Vatika Hair Oil
Anmol Sarson Amla
Hair Care Shampoo
Anmol Silky Black Shampoo
Vatika Henna Conditioning Shampoo
Vatika AntiDandruff Shampoo
Anmol Natural Shine Shampoo
Oral Care
Dabur Red Gel
Dabur Red Toothpaste
Babool Toothpaste
Dabur Lal Dant Manjan
Dabur Binaca
Toothbrush
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55
Dabur Amongst Top Three Most
Respected FMCG Companies
Dabur Real Bags Gold In Readers
Digest Trusted Brand Awards
Dabur Figures In Top Great PlaceTo Work 2006 List
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56
Dabur has been ranked
amongst Indias Most
Innovative Companies by
a Business Today-Monitor
Group survey
Hajmola has been ranked
34th in Indiarsquos 100 Most
Valuable Brands list
Hajmola one of the
strongest brands in
Daburs portfolio
has been listed
among the Top 18
Iconic Brands in
India that have
stood the test oftime
Dabur Indiarsquos fruit juice
brand Reacuteal awarded the
Three Dabur brands --
Hajmola Dabur Amla and
Hajmola moves up
11 spots to take the
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57
Readerrsquos Digest Gold
Trusted Brand Award
2008 in the food amp
beverages category
Vatika -- have debuted in
the Economic Times
Brand Equitys Most
Trusted Brands 2008 list
Besides Dabur Foods has
climbed up to take the
40th spot
34th position
among Indias Top
100 Most Valuable
Brands of 2008
released by 4Ps and
ICMR
Dabur India Ltd has been ranked 28th in the list of Indias Top 50 Most
valuable (Company) Brands by Brand Finance
newu was voted the Most
Admired New Retail
Launch of the year at
Images Retail Awards
Dabur India CEO Mr
Sunil Duggal was named
Best Corporate Leader of
2008 at the BampE
Leadership and Excellence
Dabur India Ltd
was ranked the
Business Leader in
the FMCG -
Personal Care
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Awards Category at the
NDTV Profit
Business
Leadership Award
2008
Dabur India Ltd CEO Mr
Sunil Duggal has been
ranked among Indias
Most valueable CEOs by
Business World
Dabur India Ltd has been listed among the Super
100 of India Inc prepared by Business India
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Dedicated to the health and well being of every household
This is our company We accept personal responsibility and accountability to meet business needs
We all are leaders in our area of responsibility with a deep commitment to deliver results We are determined to be the best at doing what matters most
People are our most important asset We add value through result driven training and we encourage amp reward excellence
We have superior understanding of consumer needs and develop products to fulfill them better
We work together on the principle of mutual trust amp transparency in a boundary-less organisation We are intellectually honest in advocating proposals includingrecognizing risks
Continuous innovation in products amp processes is the basis of our success
We are committed to the achievement of business success with integrity We are honest with consumers with business partners and with each other
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60
INTRODUCTION OF DABUR CHYWANPRASH
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Dabur Chyawanprash the trusted name for your entire familys health
Dabur Chyawanprash has anti-oxidant properties amp strengthens your bodysinternal defense mechanism the immune system thereby protecting you fromeveryday infections cough cold amp stress etc
At a time when flu and viruses are everywhere your immunity system provides the best prevention from these deadly diseases Chyawanprash a time-tested age-
old formulation has a number of herbs like Amla known to be one of the bestantioxidants Giloy (Guduchi) known to have immuno modulatory properties andhas more than 40 other natural ingredients to boost immunity
Dabur Chyawanprash The Health Giver
Derived from 2500-year-old Ayurvedic formula
Totally chemical-free natural and safe Powerful combination of herbs and plant extracts in a
base of Amla fruit pulp Refined by Dabur to provide traditional goodness with best quality
Reinforces the immune system amp helps fight disease Trusted health provider of a majority of Indian households
Usage
Dabur Chyawanprash has a tangy sweet-sour taste and the consistency of jamIt can be taken directly or with milk and as bread spread In all cases itstherapeutic properties remain stable and active In winters have a glass ofwarm milk after having Chyawanprash In summers have a glass of cold milkafter having Chyawanprash
Dose
1-2 teaspoonful
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STP ANALYSIS OF DABUR CHYAWANPRASH
SEGMENTATION
Dabur Chyawanprash is the market leader in the Chyawanprash segment It
comes under the category of health supplements The segments that it considers
are growing kids competitive youth ever busy housewives and the aged
For the growing kids In todays competitive environment the children are under
high pressure to excel
For the competitive youth Modern life keeps the youth busy and demands them
to be active and efficient
For ever-busy housewives The homemaker needs to be fit in order to shoulder
all responsibilities
For the aged Old age weakens a person physically and mentally
After segmenting the population into these categories it aims to keep them fit
and healthy
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TARGETING
Traditionally chyawanprash was supposed to be a health supplement for the
aged and kids Dabur Chyawanprash (DCP) is now targeting adults housewives
youth and kids This it is trying to achieve through its promotion activities by
making Amitabh Bacchan and Vivek Oberoi do the endorsement act Amitabh
has been projected as a user of Chyawanprash attempting to establish the
relevance of DCP amongst the adults in todayrsquos demanding lifestyle Vivek who
represents an urban ambitious non-user with a mindset that Chyawanprash is not
for him meets his moment of truth when outperformed by a young
Chyawanprash user thus reaching out to kids His final conversion from a non-
user to a Chyawanprash user connects with the Youth These two ads compliment
each other and connect very well with the targeted consumers
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POSITIONING
Andar se strongrdquo Dabur chyawanprash has the tag line Andar se strongrdquo By
using a natural language instead of scientific language it is able to connect with
the consumers and is able to achieve a better positioning in the minds of the
Indian health conscious consumer A category like Chyawanprash for instance
needs to understand that in employing the category language it loses any chance
of expressing its own benefit distinctively
Holistic Health benefit of Ayurveda Dabur Chyawanprash helps in stimulating
immune system relieving stress improving stamina fighting aging through anti-
oxidant property improving lung function fighting respiratory infections amp
building resistance to disease The brand conveys this health conscious holistic
view of the product
Brand Trust Over 100 years of Daburrsquos experience in Ayurveda ensures selection
processing and quality control of right herbs along with scientific and clinical
studies ndash makes DCP a trustworthy offering for consumers Consumers view DCP
as a product by a trusted brand and therefore do not need to think twice beforemaking a purchasing decisio
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MARKETING MIX OF DABUR CHYAWANPRASH
Dabur Chyawanprash is the market leader in the chyawanprash segment and has
achieved this with its innovative product offering pricing strategy easy
availability and promotion campaigns In the marketing mix of Dabur we shall be
discussing the 4 Ps of marketing mix with respect to Dabur Chyawanprash The
mix shall be analyzed as followed
Product
Price
Place
Promotion
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Product Price Promotion Place
bull Product
Variety
bull Quality
bull Design
bull Features
bull Brand
Names
bull Services
bull List Price
bull Discount
bull Financing
Schemes
bull Credit Terms
bull Advertising amp
Promotion
bull Public Relations
bull Sponsorships
bull Internet
Marketing
bull Channels
bull Location
bull Inventory
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PRODUCT
Dabur Chyawanprash is the leader in the Chyawanprash category
and enjoys a market share of 61 per cent In 50s Dabur pioneered the
concept of branded Chyawanprash and since has invested heavily in
product development clinical studies and consumer awareness The
product is essentially a health supplement
Known as the ldquoelixir of liferdquo Chyawanprash has (clinically) proven benefits in
maintaining smooth body functioning The principal ingredient Amla (Indian
Gooseberry) acts as an anti-oxidant and immuno-stimulant Dabur Chyawanprash
helps in stimulating immune system relieving stress improving stamina fighting
aging through anti-oxidant property improving lung function fighting respiratory
infections amp building resistance to disease It is these properties that make Dabur
Chyawanprash a preferred choice for its users
Ingredients of Dabur Chyawanprash
Vishwast Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts
Special Vishwast fortified with additional health beneficial herbs like
Keshar Akarkara etc
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Packaging
n
The figure above shows the evolution of the packaging of Dabur Chyawanprash
Dabur continuously innovates the package and branding of its chayawanprash It
launched Dabur Chyawanprash first in 1949 in a tin pack and it was the first
branded Chyawanprash in India Later Dabur came out with its new packet of
Chyawanprash with Amitabh Bachchan as their brand ambassador It also
received ldquoBrand Relaunch of the Year ldquoaward from IMA
Available in
Dabur Chyawanprash is available in three sizes to cater to the needs of different
types of people
1 One kilogram pack
2 500 gram pack
3 250 gram pack
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PRICE
The pricing of Dabur chyawanprash is very competitive Dabur chyawanprash uses
second degree price discrimination ie more the quantity lower the price
1kg Rs19500
500gms Rs11000
250gms Rs 6200
PRICEQUALITY MATRIX
Pricerarr
Quality
darr
High Middle Low
High
Luxury
Segment
Ideal For
Penetration
DABUR
CHYAWANPRASH
Premiere
Offering
Middle
Overpriced Average Real
Bargain
Low
Make The Sale
and Run
Unhappy
Customers
Cheap
Goods
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PLACE
Dabur has a very wide distribution of its products through 16 million retail outlets
and 50 C amp F agents all over India who distribute products to the retailers Adistribution of C amp F agents and manufacturing locations is given below
Daburrsquos distribution network extends beyond India in the following countries as
well
Distribution Network
Central North amp South America
Australia
Asia
Middle East
North amp South Africa
East amp West Europe
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PROMOTION
The main form of promotional activities of Dabur chyawanprash are concentrated
towards advertising and it has neglible sales promotional activities
Advertising
Nothing can happen without establishing the brandrsquos heritage emphasizing
technological prowess explaining benefits and building bonds with prospective
buyers Ads are necessary because the images are still mouldable and fluid and
the consumerrsquos sophistication level is low Dabur chyawanprash is advertised on
print media as well as on television
The company has launched two ads one each with Amitabh and Vivek in
national electronic media followed by a series of print media campaign directed
towards creating awareness to educate people about the holistic benefits of
ChyawanprashThe ads have been created by McCann Ericsson and the company
would be spending close to Rs 10 crore in promotional campaign this year The
ads would also be translated in Bengali These advertisements are supposed to
target the old and the younger generation respectively
Thecompany has launched a new ad with MS Dhoni who is leader of Indian
cricket team
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SWOT ANALYSIS OF DABUR
STRENGTHS
Strong presence in well defined
niches( like value added Hair Oil and
Ayurveda specialities)
Core knowledge of Ayurveda as
competitive advantage
Strong Brand Image
Product Development Strength
Strong Distribution Network
Extensive Supply Chain
IT Initiatives
R amp D ndash a key strength
WEAKNESS
Seasonal Demand( like
chyawanprash in winter and Vatika not
in winter)
Low Penetration(Chyawanprash)
High price(Vatika)
Limited differentiation (Vatika)
Unbranded players account for
the 23rd of the total market(Vatika)
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OPPORTUNITIES
Untapped
Market(Chyawanprash)
Market Development
Export opportunities
Innovation
Increasing income level of the
middle class Creating additional consumption
pattern
THREATS
Existing Competition( like
Himani baidyanath and Zandu for
Dabur Chyawanprash and MaricoKeo
Karpin HLL and Bajaj for Vatika Hair Oil)
New Entrants
Threat from substitutes (like
Bryllcream for Vatika hair oil)
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OBJECTIVE OF THE STUDY
The major objective of the survey is to collect the data from outlets in the
specified areas where cold drinks are to be sold
To make an assessment of availability of several brands of dabur in
different packs and size in the specified areas
To make an assessment of market presence program of the dabur
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Research Methodology
Data collection
Sample unit
1) working people (including men amp women) amp housewife
2) college students
3) school students
4) senior citizens
5) Retailer
Sample size
1 working people amp housewife 30
2 college students 25
3 school students 20
4 senior citizens 15
5 Retailer 10
Sampling techniques
Judgmental sampling techniques used
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Sampling region
Sampling region will be DELHI in rural area
Data collection method
1 Primary data It will be collected with the help of a self administered
questionnaire
2 Secondary data it will be collected with the help of books research
papers magazines news papers journals internet etc
3
Research instruments
Questionnaire design
As the questionnaire is self administrated one the survey will be simple and user
friendly Words used in questionnaire will be readily understandable to all
respondent Also technical jargons will be avoided to ensure that there is no
confusion for respondents
Data Analysis - Data analysis will be done with the help of MS Excel and SPSS
Software
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DATA ANALYSIS
DABUR CHYAWANPRASH
1 AWARNESS LEVEL
I
NTERPRETATION-
According to serveyAll person are know the dabur100 person of dabur65
person kmow the Baidyanathamp Dabur 40 people of HimaniBaidyanath and
Dabur 60 person of ZanduHimaniBaidyanath and Dabur
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2 PREFERRED BRAND
INTERPRETATION-
According to servey60 person are preferred dabur product 15 person are
preferred Baidynath product 15 person are preferred Himani product 10 person
are preferred Zandu
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3SATISFACTION LEVEL
INTERPRETATION-
According to servey100 satisfaction level of dabur product 80 satisfaction level
of Baidynath product 80 satisfaction level of Himani product
60 satisfaction level of Zandu product
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4 REASONS FOR SELECTING A PARTICULAR BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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5HOW DID YOU COME TO KNOW ABOUT THIS BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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82
6 PREFERRED PACK SIZE
INTERPRETATION-
According to servey50 person are preferred 500gm product 30 person are
preferred 1kg product 20 person are preferred 250gm product
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8 REASON TO SELECT PREFERRED PACK SIZE
INTERPRETATION-
According to servey20 person are select product of itrsquos availability pack size
40 person are select product of itrsquos price pack size 25 person are select
product of itrsquos family pack size 15 person are select product of itrsquos storage
pack size
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9 FREQUENCY OF
PURCHASE
INTERPRETATION-
According to servey30 People are purchase product after one month 55
People are purchase product after two months 15 People are purchase
product after six months
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COMPETITOR ANALYSIS
The key competitorrsquos of Dabur in the Chyawanprash segment are Baidyanath
Zandu and Himani which together with Dabur have about 85 of Indias domestic
market
Dabur is Indias largest Ayurvedic medicine supplier and the fourth largest
producer of FMCG It was established in 1884 and had grown to a business level
in 2003 of about 650 million dollars per year though only a fraction of that is
involved with Ayurvedic medicine Dabur Chyawanprash (herbal honey) has a
market share of 61We have tried to analyse the competition for Dabur in the
Chyawanprash segment as follows
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87
The Himani Group
It founded in 1974 provides a diverse range of products doing 110 million dollars
of business annually though only a portion is involved with Ayurvedic products
through its Himani line the company is mainly involved with toiletries and
cosmetics but also provides Chyawanprash and other health productsIts market
share is 12
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CONCLUSIONS
The Chyawanprash Industry is yet to capture the beverage market in full swing Packed Chyawanprash
followed by Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts the market The consumerrsquos patriotic love for tea and coffee is unfared
Chyawanprash are yet to establish their supplement use in the average household here in lies the great
opportunities Within the market it is safe to conclude that dabur has hit off ratherwell with the
masses
dabur has clearly lost it head start advantage and thereby acquiring just 35 of the market share while
others enjoys rest of the market share This could be well attributed to dabor successful ATA
(Availability Taste and Affordability) marketing module the attributes most rated by the consumersLack of publicity has hampered the growth progress of the brand so aggressive advertising is needed to
promote Chyawanprash and vatika hair oil brand
The brands such as that of Chyawanprash by vednath Chyawanprash with its lsquosonacahndi lsquoMinute-
madersquo and also US food giantssDel Monte are ready to hit the Chyawanprash market very soon
As the strategies of the companies keeps on changing be it in Chyawanprash industry a company has
to create perceptions and cover them into realities It is an expensive proposition requiring huge
expenditure on advertising sponsorships and media Thus the ideal company will be the one which
combines the high end technology with consumer insight
As 16 of the excise duty is exempted on food products in this budget Many food companies including
Dabur got benefited from it On the analysis of survey it was found that target Market of Chyawanprash
want quality benefit rather then Price benefit so it is better to stress on quality rather than on
decreasing price to increase sales and profit
To increase market share Dabur should give slight price benefit on Dabur brand so that customers of
other Juice brand should switch from other brand to Dabur brand
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89
Findings
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey100 satisfaction level of dabur product 80 satisfaction level of
Baidynath product 80 satisfaction level of Himani product 60 satisfaction level of
Zandu product
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis According to servey50 person are preferred 500gm
product 30 person are preferred 1kg product 20 person are preferred 250gm
product
According to servey20 person are select product of itrsquos availability pack size 40
person are select product of itrsquos price pack size 25 person are select product of itrsquos
family pack size 15 person are select product of itrsquos storage pack size
According to servey30 People are purchase product after one month 55 People are
purchase product after two months 15 People are purchase product after six months
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LIMITATIONS
No study is free from limitations The limitations of this study can be
Sample size taken is small and may not be sufficient to predict theresults with 100 accuracy
The result is based on primary and secondary data that has itrsquos own limitations
The study only covers the area of Delhi that may not beapplicable to other areas
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RECOMMENDATIONS
Focus on growing core brands across categories
Reaching out to new geographies within Hapur area
Improve operational efficiencies by leveraging technology
Be the preferred company to meet the health and personal grooming needs of
our target consumers with safe efficacious natural solutions by synthesizing the
deep knowledge of ayurveda and herbs with modern science
Provide consumers with innovative products within easy reach
Vatika hair care centre On the lines of Maricorsquos Kaya Skin Clinic Dabur
could start a venture called Vatika hair care centre which would provide total hair
care solutions It could have hair care experts to solve hair problemsServices could
include dandruff treatment straightening of hair treatment for split endsetc
Position Dabur Chyawanprash as not more of a medicine but as something
which is necessary for health
More initiatives like ldquo Dabur ki Deewarrdquo to increase brand visibility It is an
initiative to occupy shelf space
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92
BIBLIOGRAPHY
Books
Marketing Management Twelfth Edition ndash Philip Kotler amp Kevin Lane Keller
Websites
wwwgooglecom
wwwdaburcom
wwwtutor2unet
wwwbrandchannelcom
The time of india
Forbs magazing
Hinustan time
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YES NO
7Which pack size do you prefer
YES NO
8On what parameters do you choose this pack size
YES NO
9 how do u increase the company position
YES NO
10 how you increase your company position in market agains other company
YES NO
![Page 43: Making by Th Harsh Pandit](https://reader033.vdocuments.mx/reader033/viewer/2022052406/577cd3191a28ab9e7896af7d/html5/thumbnails/43.jpg)
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43
This dysfunctional behavior is encouraged by
Incentives of salespeople to increase their total number of sales especially where
retailers keep track of sales or offer commission-based salaries
Incentives from the manufactures of products or the companies of service
providers to salespeople to sell their products where other similar products
offered by competitors are offered
The incentive to sell a customer a product that is in need of being cleared
out despite the fact that a customer may be better to wait for the new
product
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Channel Of Distributions
Manufacturing Plant
Clearing and forwarding agent (different regions)
Stockist A Stockist B Stockist C
Retailers Retailers Retailers Retailers Retailers Retailers
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CONSUMERS
The above diagram it shows channel of distribution of dabur foods here first the products are manufactured and from Manufacturing plants the packed goods are
supplied to Clearing And Forwarding Agents(CampFA) and from here the goods are
then further supplied to number of Stockiest or Distributors from here goods
reaches to large number of Retailers and it is the duty of Stockiest to take orders
from retailers and then supply the goods to them this work is generally done by
stockiest salesman through ready stock or by taking orders first and then placing
the order From here the goods finally reaches to Customers Customer purchases
the product from retailers
This was the basic Channel of Distribution used by Dabur Foods now I will throw
light on each channel of distribution of Dabur Foods
Supply Chain Management
Supply chain management starts before physical distribution it involves procuring
the right inputs (raw materials components and capital equipment) converting
them into finished products and dispatching them to the final destinations The
supply chain perspective can help identify superior suppliers and distributors and
help them improve productivity which ultimately brings down the companyrsquos
costs
A broader view sees a company at the center of a value network that
includes its suppliers its immediate customers and their end customers The value
network includes valued relations with others such as university researchers
government approval agencies and so on
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MANUFACTURING PLANT
Dabur Foods has Number of products in its product line but its main area of
interest or the product on which they concentrate the most is Real Juice amp Coolers
Dabur has its manufacturing plant at Nepal and at Jaipur where juice is
manufactured and tested
PROCUREMENT amp TRANSPORT
Getting the raw material and packaging material requirement from the
production unit in charge
Constant updates on the procurement of materials and transport details
Production details and ingredient content information from the different personnel and coordinating this activity
PACKAGING
Approval and coordination of the supply of packaging material to the
production unit
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47
CLEARING AND FORWARDING AGENTA (CampFA)
From manufacturing plant the stock is transported or supplied to clearing
and forwarding agents
Clearing and Forwarding Agents is a third party and Dabur gives contract to
them so company has nothing to do in building the relationship with them
Here CampFA keep or stock the goods with them
They charge dabur for stocking the good and even dabur donrsquot mind doing
so as it is a measure of cost cutting as well as there is no need for gowdowns
and maintenance
For Ghazizbad Meerut Delhi NCR there is one CampFA whish is situated in
Mohan Nagar here all goods which dabur foods hare kept here
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STOCKIEST OR DISTRIBUTORS
Stockiest store the products in their godowns CampFA supplies the goods to
them as per their order
Stockiest has some sales men working under him they are known as
stockiest sales man Their work is to place the products in the market and
take order from retailers and then supply goods to them
Sales man either take ready stock with them or they first take orders and
then supply goods later on
There is a beat which is a schedule route of sales man means sales man has
to daily cover the route as mention in the beat
Merchandising making products visible pasting posters putting banners
and seeing that goods are properly placed in the retail outlets is also the duty
of stockiest sales man
Companiesrsquo sales officer keeps a check on the stockiest and monthly report
is also prepared which is further analyzed by ASM amp ZSM
In Noida Dabur has 1 stockist and in Ghaziabad 1
RETAILERS
Retailers are backbone of the company as they are the one who can take the
product on new heights or can bring it down to toes
Stockiest supplies goods to retailers and tries Persuading retailers to give the
brand special displays (using merchandising tools) to get affective brand
presence and arranging it in more noticeable manner
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Classification of outlets in different type of markets is different according to
their sales volume
TYPES OF RETAILS OUTLETS
Class Average Monthly Business
A Above 10000
B 5000-10000
C Upto 5000
Margin of retailers is always higher than stockiest
Retailers are the one who have direct contact with the customers
Dabur Foods has a distribution network that covers 175 towns and 75
thousand retail outlets making its product available to the consumers across
the country at ease
TYPES OF RETAIL MARKET
The retail market can be classified on the basis of magnitude of retail
SCATTERED MARKET
Lesser no of outlets and
Extensive outlets
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BLOCK MARKET
Large no of retail outlets in chunk
SUPER MARKET
Through their superior information logistical systems and buying power deliver
good service and immense volumes of products at attractive prices
CHAIN OUTLETS
Having more than one key outlet all across with a single control unit and central
purchasing strategy
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51
M PRODUCT LINE
Foods
Real
Real Activ
Hommade
Lemoneez
Capsico
Health Care
Baby Care
Dabur Lal Tail
Dabur Baby Olive Oil
Dabur Janma Ghunti
Health Supplements
Dabur Chyawanprash Dabur Glucose D
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Digestives
Hajmola Yumstick
Hajmola Mast Masala
Anardana
Hajmola
Hajmola Candy
Hajmola Candy Fun2
Pudin Hara (Liquid and Pearls)
Pudin Hara G
Dabur Hingoli
Natural Cures
Shilajit Gold
Nature Care Sat Isabgol
Shilajit
Ring Ring
Itch Care
Backaid
Shankha Pushpi Dabur Balm
Sarbyna Strong
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Personal Care
Hair Care Oil
Amla Hair Oil
Amla Lite Hair Oil
Vatika Hair Oil
Anmol Sarson Amla
Hair Care Shampoo
Anmol Silky Black Shampoo
Vatika Henna Conditioning Shampoo
Vatika AntiDandruff Shampoo
Anmol Natural Shine Shampoo
Oral Care
Dabur Red Gel
Dabur Red Toothpaste
Babool Toothpaste
Dabur Lal Dant Manjan
Dabur Binaca
Toothbrush
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Dabur Amongst Top Three Most
Respected FMCG Companies
Dabur Real Bags Gold In Readers
Digest Trusted Brand Awards
Dabur Figures In Top Great PlaceTo Work 2006 List
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Dabur has been ranked
amongst Indias Most
Innovative Companies by
a Business Today-Monitor
Group survey
Hajmola has been ranked
34th in Indiarsquos 100 Most
Valuable Brands list
Hajmola one of the
strongest brands in
Daburs portfolio
has been listed
among the Top 18
Iconic Brands in
India that have
stood the test oftime
Dabur Indiarsquos fruit juice
brand Reacuteal awarded the
Three Dabur brands --
Hajmola Dabur Amla and
Hajmola moves up
11 spots to take the
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Readerrsquos Digest Gold
Trusted Brand Award
2008 in the food amp
beverages category
Vatika -- have debuted in
the Economic Times
Brand Equitys Most
Trusted Brands 2008 list
Besides Dabur Foods has
climbed up to take the
40th spot
34th position
among Indias Top
100 Most Valuable
Brands of 2008
released by 4Ps and
ICMR
Dabur India Ltd has been ranked 28th in the list of Indias Top 50 Most
valuable (Company) Brands by Brand Finance
newu was voted the Most
Admired New Retail
Launch of the year at
Images Retail Awards
Dabur India CEO Mr
Sunil Duggal was named
Best Corporate Leader of
2008 at the BampE
Leadership and Excellence
Dabur India Ltd
was ranked the
Business Leader in
the FMCG -
Personal Care
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Awards Category at the
NDTV Profit
Business
Leadership Award
2008
Dabur India Ltd CEO Mr
Sunil Duggal has been
ranked among Indias
Most valueable CEOs by
Business World
Dabur India Ltd has been listed among the Super
100 of India Inc prepared by Business India
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Dedicated to the health and well being of every household
This is our company We accept personal responsibility and accountability to meet business needs
We all are leaders in our area of responsibility with a deep commitment to deliver results We are determined to be the best at doing what matters most
People are our most important asset We add value through result driven training and we encourage amp reward excellence
We have superior understanding of consumer needs and develop products to fulfill them better
We work together on the principle of mutual trust amp transparency in a boundary-less organisation We are intellectually honest in advocating proposals includingrecognizing risks
Continuous innovation in products amp processes is the basis of our success
We are committed to the achievement of business success with integrity We are honest with consumers with business partners and with each other
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INTRODUCTION OF DABUR CHYWANPRASH
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Dabur Chyawanprash the trusted name for your entire familys health
Dabur Chyawanprash has anti-oxidant properties amp strengthens your bodysinternal defense mechanism the immune system thereby protecting you fromeveryday infections cough cold amp stress etc
At a time when flu and viruses are everywhere your immunity system provides the best prevention from these deadly diseases Chyawanprash a time-tested age-
old formulation has a number of herbs like Amla known to be one of the bestantioxidants Giloy (Guduchi) known to have immuno modulatory properties andhas more than 40 other natural ingredients to boost immunity
Dabur Chyawanprash The Health Giver
Derived from 2500-year-old Ayurvedic formula
Totally chemical-free natural and safe Powerful combination of herbs and plant extracts in a
base of Amla fruit pulp Refined by Dabur to provide traditional goodness with best quality
Reinforces the immune system amp helps fight disease Trusted health provider of a majority of Indian households
Usage
Dabur Chyawanprash has a tangy sweet-sour taste and the consistency of jamIt can be taken directly or with milk and as bread spread In all cases itstherapeutic properties remain stable and active In winters have a glass ofwarm milk after having Chyawanprash In summers have a glass of cold milkafter having Chyawanprash
Dose
1-2 teaspoonful
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STP ANALYSIS OF DABUR CHYAWANPRASH
SEGMENTATION
Dabur Chyawanprash is the market leader in the Chyawanprash segment It
comes under the category of health supplements The segments that it considers
are growing kids competitive youth ever busy housewives and the aged
For the growing kids In todays competitive environment the children are under
high pressure to excel
For the competitive youth Modern life keeps the youth busy and demands them
to be active and efficient
For ever-busy housewives The homemaker needs to be fit in order to shoulder
all responsibilities
For the aged Old age weakens a person physically and mentally
After segmenting the population into these categories it aims to keep them fit
and healthy
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TARGETING
Traditionally chyawanprash was supposed to be a health supplement for the
aged and kids Dabur Chyawanprash (DCP) is now targeting adults housewives
youth and kids This it is trying to achieve through its promotion activities by
making Amitabh Bacchan and Vivek Oberoi do the endorsement act Amitabh
has been projected as a user of Chyawanprash attempting to establish the
relevance of DCP amongst the adults in todayrsquos demanding lifestyle Vivek who
represents an urban ambitious non-user with a mindset that Chyawanprash is not
for him meets his moment of truth when outperformed by a young
Chyawanprash user thus reaching out to kids His final conversion from a non-
user to a Chyawanprash user connects with the Youth These two ads compliment
each other and connect very well with the targeted consumers
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POSITIONING
Andar se strongrdquo Dabur chyawanprash has the tag line Andar se strongrdquo By
using a natural language instead of scientific language it is able to connect with
the consumers and is able to achieve a better positioning in the minds of the
Indian health conscious consumer A category like Chyawanprash for instance
needs to understand that in employing the category language it loses any chance
of expressing its own benefit distinctively
Holistic Health benefit of Ayurveda Dabur Chyawanprash helps in stimulating
immune system relieving stress improving stamina fighting aging through anti-
oxidant property improving lung function fighting respiratory infections amp
building resistance to disease The brand conveys this health conscious holistic
view of the product
Brand Trust Over 100 years of Daburrsquos experience in Ayurveda ensures selection
processing and quality control of right herbs along with scientific and clinical
studies ndash makes DCP a trustworthy offering for consumers Consumers view DCP
as a product by a trusted brand and therefore do not need to think twice beforemaking a purchasing decisio
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MARKETING MIX OF DABUR CHYAWANPRASH
Dabur Chyawanprash is the market leader in the chyawanprash segment and has
achieved this with its innovative product offering pricing strategy easy
availability and promotion campaigns In the marketing mix of Dabur we shall be
discussing the 4 Ps of marketing mix with respect to Dabur Chyawanprash The
mix shall be analyzed as followed
Product
Price
Place
Promotion
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Product Price Promotion Place
bull Product
Variety
bull Quality
bull Design
bull Features
bull Brand
Names
bull Services
bull List Price
bull Discount
bull Financing
Schemes
bull Credit Terms
bull Advertising amp
Promotion
bull Public Relations
bull Sponsorships
bull Internet
Marketing
bull Channels
bull Location
bull Inventory
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PRODUCT
Dabur Chyawanprash is the leader in the Chyawanprash category
and enjoys a market share of 61 per cent In 50s Dabur pioneered the
concept of branded Chyawanprash and since has invested heavily in
product development clinical studies and consumer awareness The
product is essentially a health supplement
Known as the ldquoelixir of liferdquo Chyawanprash has (clinically) proven benefits in
maintaining smooth body functioning The principal ingredient Amla (Indian
Gooseberry) acts as an anti-oxidant and immuno-stimulant Dabur Chyawanprash
helps in stimulating immune system relieving stress improving stamina fighting
aging through anti-oxidant property improving lung function fighting respiratory
infections amp building resistance to disease It is these properties that make Dabur
Chyawanprash a preferred choice for its users
Ingredients of Dabur Chyawanprash
Vishwast Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts
Special Vishwast fortified with additional health beneficial herbs like
Keshar Akarkara etc
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Packaging
n
The figure above shows the evolution of the packaging of Dabur Chyawanprash
Dabur continuously innovates the package and branding of its chayawanprash It
launched Dabur Chyawanprash first in 1949 in a tin pack and it was the first
branded Chyawanprash in India Later Dabur came out with its new packet of
Chyawanprash with Amitabh Bachchan as their brand ambassador It also
received ldquoBrand Relaunch of the Year ldquoaward from IMA
Available in
Dabur Chyawanprash is available in three sizes to cater to the needs of different
types of people
1 One kilogram pack
2 500 gram pack
3 250 gram pack
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PRICE
The pricing of Dabur chyawanprash is very competitive Dabur chyawanprash uses
second degree price discrimination ie more the quantity lower the price
1kg Rs19500
500gms Rs11000
250gms Rs 6200
PRICEQUALITY MATRIX
Pricerarr
Quality
darr
High Middle Low
High
Luxury
Segment
Ideal For
Penetration
DABUR
CHYAWANPRASH
Premiere
Offering
Middle
Overpriced Average Real
Bargain
Low
Make The Sale
and Run
Unhappy
Customers
Cheap
Goods
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PLACE
Dabur has a very wide distribution of its products through 16 million retail outlets
and 50 C amp F agents all over India who distribute products to the retailers Adistribution of C amp F agents and manufacturing locations is given below
Daburrsquos distribution network extends beyond India in the following countries as
well
Distribution Network
Central North amp South America
Australia
Asia
Middle East
North amp South Africa
East amp West Europe
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PROMOTION
The main form of promotional activities of Dabur chyawanprash are concentrated
towards advertising and it has neglible sales promotional activities
Advertising
Nothing can happen without establishing the brandrsquos heritage emphasizing
technological prowess explaining benefits and building bonds with prospective
buyers Ads are necessary because the images are still mouldable and fluid and
the consumerrsquos sophistication level is low Dabur chyawanprash is advertised on
print media as well as on television
The company has launched two ads one each with Amitabh and Vivek in
national electronic media followed by a series of print media campaign directed
towards creating awareness to educate people about the holistic benefits of
ChyawanprashThe ads have been created by McCann Ericsson and the company
would be spending close to Rs 10 crore in promotional campaign this year The
ads would also be translated in Bengali These advertisements are supposed to
target the old and the younger generation respectively
Thecompany has launched a new ad with MS Dhoni who is leader of Indian
cricket team
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SWOT ANALYSIS OF DABUR
STRENGTHS
Strong presence in well defined
niches( like value added Hair Oil and
Ayurveda specialities)
Core knowledge of Ayurveda as
competitive advantage
Strong Brand Image
Product Development Strength
Strong Distribution Network
Extensive Supply Chain
IT Initiatives
R amp D ndash a key strength
WEAKNESS
Seasonal Demand( like
chyawanprash in winter and Vatika not
in winter)
Low Penetration(Chyawanprash)
High price(Vatika)
Limited differentiation (Vatika)
Unbranded players account for
the 23rd of the total market(Vatika)
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OPPORTUNITIES
Untapped
Market(Chyawanprash)
Market Development
Export opportunities
Innovation
Increasing income level of the
middle class Creating additional consumption
pattern
THREATS
Existing Competition( like
Himani baidyanath and Zandu for
Dabur Chyawanprash and MaricoKeo
Karpin HLL and Bajaj for Vatika Hair Oil)
New Entrants
Threat from substitutes (like
Bryllcream for Vatika hair oil)
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OBJECTIVE OF THE STUDY
The major objective of the survey is to collect the data from outlets in the
specified areas where cold drinks are to be sold
To make an assessment of availability of several brands of dabur in
different packs and size in the specified areas
To make an assessment of market presence program of the dabur
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Research Methodology
Data collection
Sample unit
1) working people (including men amp women) amp housewife
2) college students
3) school students
4) senior citizens
5) Retailer
Sample size
1 working people amp housewife 30
2 college students 25
3 school students 20
4 senior citizens 15
5 Retailer 10
Sampling techniques
Judgmental sampling techniques used
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Sampling region
Sampling region will be DELHI in rural area
Data collection method
1 Primary data It will be collected with the help of a self administered
questionnaire
2 Secondary data it will be collected with the help of books research
papers magazines news papers journals internet etc
3
Research instruments
Questionnaire design
As the questionnaire is self administrated one the survey will be simple and user
friendly Words used in questionnaire will be readily understandable to all
respondent Also technical jargons will be avoided to ensure that there is no
confusion for respondents
Data Analysis - Data analysis will be done with the help of MS Excel and SPSS
Software
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DATA ANALYSIS
DABUR CHYAWANPRASH
1 AWARNESS LEVEL
I
NTERPRETATION-
According to serveyAll person are know the dabur100 person of dabur65
person kmow the Baidyanathamp Dabur 40 people of HimaniBaidyanath and
Dabur 60 person of ZanduHimaniBaidyanath and Dabur
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2 PREFERRED BRAND
INTERPRETATION-
According to servey60 person are preferred dabur product 15 person are
preferred Baidynath product 15 person are preferred Himani product 10 person
are preferred Zandu
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3SATISFACTION LEVEL
INTERPRETATION-
According to servey100 satisfaction level of dabur product 80 satisfaction level
of Baidynath product 80 satisfaction level of Himani product
60 satisfaction level of Zandu product
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80
4 REASONS FOR SELECTING A PARTICULAR BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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81
5HOW DID YOU COME TO KNOW ABOUT THIS BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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82
6 PREFERRED PACK SIZE
INTERPRETATION-
According to servey50 person are preferred 500gm product 30 person are
preferred 1kg product 20 person are preferred 250gm product
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83
8 REASON TO SELECT PREFERRED PACK SIZE
INTERPRETATION-
According to servey20 person are select product of itrsquos availability pack size
40 person are select product of itrsquos price pack size 25 person are select
product of itrsquos family pack size 15 person are select product of itrsquos storage
pack size
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9 FREQUENCY OF
PURCHASE
INTERPRETATION-
According to servey30 People are purchase product after one month 55
People are purchase product after two months 15 People are purchase
product after six months
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85
COMPETITOR ANALYSIS
The key competitorrsquos of Dabur in the Chyawanprash segment are Baidyanath
Zandu and Himani which together with Dabur have about 85 of Indias domestic
market
Dabur is Indias largest Ayurvedic medicine supplier and the fourth largest
producer of FMCG It was established in 1884 and had grown to a business level
in 2003 of about 650 million dollars per year though only a fraction of that is
involved with Ayurvedic medicine Dabur Chyawanprash (herbal honey) has a
market share of 61We have tried to analyse the competition for Dabur in the
Chyawanprash segment as follows
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The Himani Group
It founded in 1974 provides a diverse range of products doing 110 million dollars
of business annually though only a portion is involved with Ayurvedic products
through its Himani line the company is mainly involved with toiletries and
cosmetics but also provides Chyawanprash and other health productsIts market
share is 12
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CONCLUSIONS
The Chyawanprash Industry is yet to capture the beverage market in full swing Packed Chyawanprash
followed by Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts the market The consumerrsquos patriotic love for tea and coffee is unfared
Chyawanprash are yet to establish their supplement use in the average household here in lies the great
opportunities Within the market it is safe to conclude that dabur has hit off ratherwell with the
masses
dabur has clearly lost it head start advantage and thereby acquiring just 35 of the market share while
others enjoys rest of the market share This could be well attributed to dabor successful ATA
(Availability Taste and Affordability) marketing module the attributes most rated by the consumersLack of publicity has hampered the growth progress of the brand so aggressive advertising is needed to
promote Chyawanprash and vatika hair oil brand
The brands such as that of Chyawanprash by vednath Chyawanprash with its lsquosonacahndi lsquoMinute-
madersquo and also US food giantssDel Monte are ready to hit the Chyawanprash market very soon
As the strategies of the companies keeps on changing be it in Chyawanprash industry a company has
to create perceptions and cover them into realities It is an expensive proposition requiring huge
expenditure on advertising sponsorships and media Thus the ideal company will be the one which
combines the high end technology with consumer insight
As 16 of the excise duty is exempted on food products in this budget Many food companies including
Dabur got benefited from it On the analysis of survey it was found that target Market of Chyawanprash
want quality benefit rather then Price benefit so it is better to stress on quality rather than on
decreasing price to increase sales and profit
To increase market share Dabur should give slight price benefit on Dabur brand so that customers of
other Juice brand should switch from other brand to Dabur brand
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89
Findings
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey100 satisfaction level of dabur product 80 satisfaction level of
Baidynath product 80 satisfaction level of Himani product 60 satisfaction level of
Zandu product
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis According to servey50 person are preferred 500gm
product 30 person are preferred 1kg product 20 person are preferred 250gm
product
According to servey20 person are select product of itrsquos availability pack size 40
person are select product of itrsquos price pack size 25 person are select product of itrsquos
family pack size 15 person are select product of itrsquos storage pack size
According to servey30 People are purchase product after one month 55 People are
purchase product after two months 15 People are purchase product after six months
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LIMITATIONS
No study is free from limitations The limitations of this study can be
Sample size taken is small and may not be sufficient to predict theresults with 100 accuracy
The result is based on primary and secondary data that has itrsquos own limitations
The study only covers the area of Delhi that may not beapplicable to other areas
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RECOMMENDATIONS
Focus on growing core brands across categories
Reaching out to new geographies within Hapur area
Improve operational efficiencies by leveraging technology
Be the preferred company to meet the health and personal grooming needs of
our target consumers with safe efficacious natural solutions by synthesizing the
deep knowledge of ayurveda and herbs with modern science
Provide consumers with innovative products within easy reach
Vatika hair care centre On the lines of Maricorsquos Kaya Skin Clinic Dabur
could start a venture called Vatika hair care centre which would provide total hair
care solutions It could have hair care experts to solve hair problemsServices could
include dandruff treatment straightening of hair treatment for split endsetc
Position Dabur Chyawanprash as not more of a medicine but as something
which is necessary for health
More initiatives like ldquo Dabur ki Deewarrdquo to increase brand visibility It is an
initiative to occupy shelf space
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BIBLIOGRAPHY
Books
Marketing Management Twelfth Edition ndash Philip Kotler amp Kevin Lane Keller
Websites
wwwgooglecom
wwwdaburcom
wwwtutor2unet
wwwbrandchannelcom
The time of india
Forbs magazing
Hinustan time
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YES NO
7Which pack size do you prefer
YES NO
8On what parameters do you choose this pack size
YES NO
9 how do u increase the company position
YES NO
10 how you increase your company position in market agains other company
YES NO
![Page 44: Making by Th Harsh Pandit](https://reader033.vdocuments.mx/reader033/viewer/2022052406/577cd3191a28ab9e7896af7d/html5/thumbnails/44.jpg)
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Channel Of Distributions
Manufacturing Plant
Clearing and forwarding agent (different regions)
Stockist A Stockist B Stockist C
Retailers Retailers Retailers Retailers Retailers Retailers
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CONSUMERS
The above diagram it shows channel of distribution of dabur foods here first the products are manufactured and from Manufacturing plants the packed goods are
supplied to Clearing And Forwarding Agents(CampFA) and from here the goods are
then further supplied to number of Stockiest or Distributors from here goods
reaches to large number of Retailers and it is the duty of Stockiest to take orders
from retailers and then supply the goods to them this work is generally done by
stockiest salesman through ready stock or by taking orders first and then placing
the order From here the goods finally reaches to Customers Customer purchases
the product from retailers
This was the basic Channel of Distribution used by Dabur Foods now I will throw
light on each channel of distribution of Dabur Foods
Supply Chain Management
Supply chain management starts before physical distribution it involves procuring
the right inputs (raw materials components and capital equipment) converting
them into finished products and dispatching them to the final destinations The
supply chain perspective can help identify superior suppliers and distributors and
help them improve productivity which ultimately brings down the companyrsquos
costs
A broader view sees a company at the center of a value network that
includes its suppliers its immediate customers and their end customers The value
network includes valued relations with others such as university researchers
government approval agencies and so on
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MANUFACTURING PLANT
Dabur Foods has Number of products in its product line but its main area of
interest or the product on which they concentrate the most is Real Juice amp Coolers
Dabur has its manufacturing plant at Nepal and at Jaipur where juice is
manufactured and tested
PROCUREMENT amp TRANSPORT
Getting the raw material and packaging material requirement from the
production unit in charge
Constant updates on the procurement of materials and transport details
Production details and ingredient content information from the different personnel and coordinating this activity
PACKAGING
Approval and coordination of the supply of packaging material to the
production unit
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47
CLEARING AND FORWARDING AGENTA (CampFA)
From manufacturing plant the stock is transported or supplied to clearing
and forwarding agents
Clearing and Forwarding Agents is a third party and Dabur gives contract to
them so company has nothing to do in building the relationship with them
Here CampFA keep or stock the goods with them
They charge dabur for stocking the good and even dabur donrsquot mind doing
so as it is a measure of cost cutting as well as there is no need for gowdowns
and maintenance
For Ghazizbad Meerut Delhi NCR there is one CampFA whish is situated in
Mohan Nagar here all goods which dabur foods hare kept here
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STOCKIEST OR DISTRIBUTORS
Stockiest store the products in their godowns CampFA supplies the goods to
them as per their order
Stockiest has some sales men working under him they are known as
stockiest sales man Their work is to place the products in the market and
take order from retailers and then supply goods to them
Sales man either take ready stock with them or they first take orders and
then supply goods later on
There is a beat which is a schedule route of sales man means sales man has
to daily cover the route as mention in the beat
Merchandising making products visible pasting posters putting banners
and seeing that goods are properly placed in the retail outlets is also the duty
of stockiest sales man
Companiesrsquo sales officer keeps a check on the stockiest and monthly report
is also prepared which is further analyzed by ASM amp ZSM
In Noida Dabur has 1 stockist and in Ghaziabad 1
RETAILERS
Retailers are backbone of the company as they are the one who can take the
product on new heights or can bring it down to toes
Stockiest supplies goods to retailers and tries Persuading retailers to give the
brand special displays (using merchandising tools) to get affective brand
presence and arranging it in more noticeable manner
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Classification of outlets in different type of markets is different according to
their sales volume
TYPES OF RETAILS OUTLETS
Class Average Monthly Business
A Above 10000
B 5000-10000
C Upto 5000
Margin of retailers is always higher than stockiest
Retailers are the one who have direct contact with the customers
Dabur Foods has a distribution network that covers 175 towns and 75
thousand retail outlets making its product available to the consumers across
the country at ease
TYPES OF RETAIL MARKET
The retail market can be classified on the basis of magnitude of retail
SCATTERED MARKET
Lesser no of outlets and
Extensive outlets
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BLOCK MARKET
Large no of retail outlets in chunk
SUPER MARKET
Through their superior information logistical systems and buying power deliver
good service and immense volumes of products at attractive prices
CHAIN OUTLETS
Having more than one key outlet all across with a single control unit and central
purchasing strategy
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M PRODUCT LINE
Foods
Real
Real Activ
Hommade
Lemoneez
Capsico
Health Care
Baby Care
Dabur Lal Tail
Dabur Baby Olive Oil
Dabur Janma Ghunti
Health Supplements
Dabur Chyawanprash Dabur Glucose D
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Digestives
Hajmola Yumstick
Hajmola Mast Masala
Anardana
Hajmola
Hajmola Candy
Hajmola Candy Fun2
Pudin Hara (Liquid and Pearls)
Pudin Hara G
Dabur Hingoli
Natural Cures
Shilajit Gold
Nature Care Sat Isabgol
Shilajit
Ring Ring
Itch Care
Backaid
Shankha Pushpi Dabur Balm
Sarbyna Strong
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Personal Care
Hair Care Oil
Amla Hair Oil
Amla Lite Hair Oil
Vatika Hair Oil
Anmol Sarson Amla
Hair Care Shampoo
Anmol Silky Black Shampoo
Vatika Henna Conditioning Shampoo
Vatika AntiDandruff Shampoo
Anmol Natural Shine Shampoo
Oral Care
Dabur Red Gel
Dabur Red Toothpaste
Babool Toothpaste
Dabur Lal Dant Manjan
Dabur Binaca
Toothbrush
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Dabur Amongst Top Three Most
Respected FMCG Companies
Dabur Real Bags Gold In Readers
Digest Trusted Brand Awards
Dabur Figures In Top Great PlaceTo Work 2006 List
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Dabur has been ranked
amongst Indias Most
Innovative Companies by
a Business Today-Monitor
Group survey
Hajmola has been ranked
34th in Indiarsquos 100 Most
Valuable Brands list
Hajmola one of the
strongest brands in
Daburs portfolio
has been listed
among the Top 18
Iconic Brands in
India that have
stood the test oftime
Dabur Indiarsquos fruit juice
brand Reacuteal awarded the
Three Dabur brands --
Hajmola Dabur Amla and
Hajmola moves up
11 spots to take the
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Readerrsquos Digest Gold
Trusted Brand Award
2008 in the food amp
beverages category
Vatika -- have debuted in
the Economic Times
Brand Equitys Most
Trusted Brands 2008 list
Besides Dabur Foods has
climbed up to take the
40th spot
34th position
among Indias Top
100 Most Valuable
Brands of 2008
released by 4Ps and
ICMR
Dabur India Ltd has been ranked 28th in the list of Indias Top 50 Most
valuable (Company) Brands by Brand Finance
newu was voted the Most
Admired New Retail
Launch of the year at
Images Retail Awards
Dabur India CEO Mr
Sunil Duggal was named
Best Corporate Leader of
2008 at the BampE
Leadership and Excellence
Dabur India Ltd
was ranked the
Business Leader in
the FMCG -
Personal Care
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Awards Category at the
NDTV Profit
Business
Leadership Award
2008
Dabur India Ltd CEO Mr
Sunil Duggal has been
ranked among Indias
Most valueable CEOs by
Business World
Dabur India Ltd has been listed among the Super
100 of India Inc prepared by Business India
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Dedicated to the health and well being of every household
This is our company We accept personal responsibility and accountability to meet business needs
We all are leaders in our area of responsibility with a deep commitment to deliver results We are determined to be the best at doing what matters most
People are our most important asset We add value through result driven training and we encourage amp reward excellence
We have superior understanding of consumer needs and develop products to fulfill them better
We work together on the principle of mutual trust amp transparency in a boundary-less organisation We are intellectually honest in advocating proposals includingrecognizing risks
Continuous innovation in products amp processes is the basis of our success
We are committed to the achievement of business success with integrity We are honest with consumers with business partners and with each other
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INTRODUCTION OF DABUR CHYWANPRASH
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Dabur Chyawanprash the trusted name for your entire familys health
Dabur Chyawanprash has anti-oxidant properties amp strengthens your bodysinternal defense mechanism the immune system thereby protecting you fromeveryday infections cough cold amp stress etc
At a time when flu and viruses are everywhere your immunity system provides the best prevention from these deadly diseases Chyawanprash a time-tested age-
old formulation has a number of herbs like Amla known to be one of the bestantioxidants Giloy (Guduchi) known to have immuno modulatory properties andhas more than 40 other natural ingredients to boost immunity
Dabur Chyawanprash The Health Giver
Derived from 2500-year-old Ayurvedic formula
Totally chemical-free natural and safe Powerful combination of herbs and plant extracts in a
base of Amla fruit pulp Refined by Dabur to provide traditional goodness with best quality
Reinforces the immune system amp helps fight disease Trusted health provider of a majority of Indian households
Usage
Dabur Chyawanprash has a tangy sweet-sour taste and the consistency of jamIt can be taken directly or with milk and as bread spread In all cases itstherapeutic properties remain stable and active In winters have a glass ofwarm milk after having Chyawanprash In summers have a glass of cold milkafter having Chyawanprash
Dose
1-2 teaspoonful
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STP ANALYSIS OF DABUR CHYAWANPRASH
SEGMENTATION
Dabur Chyawanprash is the market leader in the Chyawanprash segment It
comes under the category of health supplements The segments that it considers
are growing kids competitive youth ever busy housewives and the aged
For the growing kids In todays competitive environment the children are under
high pressure to excel
For the competitive youth Modern life keeps the youth busy and demands them
to be active and efficient
For ever-busy housewives The homemaker needs to be fit in order to shoulder
all responsibilities
For the aged Old age weakens a person physically and mentally
After segmenting the population into these categories it aims to keep them fit
and healthy
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TARGETING
Traditionally chyawanprash was supposed to be a health supplement for the
aged and kids Dabur Chyawanprash (DCP) is now targeting adults housewives
youth and kids This it is trying to achieve through its promotion activities by
making Amitabh Bacchan and Vivek Oberoi do the endorsement act Amitabh
has been projected as a user of Chyawanprash attempting to establish the
relevance of DCP amongst the adults in todayrsquos demanding lifestyle Vivek who
represents an urban ambitious non-user with a mindset that Chyawanprash is not
for him meets his moment of truth when outperformed by a young
Chyawanprash user thus reaching out to kids His final conversion from a non-
user to a Chyawanprash user connects with the Youth These two ads compliment
each other and connect very well with the targeted consumers
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POSITIONING
Andar se strongrdquo Dabur chyawanprash has the tag line Andar se strongrdquo By
using a natural language instead of scientific language it is able to connect with
the consumers and is able to achieve a better positioning in the minds of the
Indian health conscious consumer A category like Chyawanprash for instance
needs to understand that in employing the category language it loses any chance
of expressing its own benefit distinctively
Holistic Health benefit of Ayurveda Dabur Chyawanprash helps in stimulating
immune system relieving stress improving stamina fighting aging through anti-
oxidant property improving lung function fighting respiratory infections amp
building resistance to disease The brand conveys this health conscious holistic
view of the product
Brand Trust Over 100 years of Daburrsquos experience in Ayurveda ensures selection
processing and quality control of right herbs along with scientific and clinical
studies ndash makes DCP a trustworthy offering for consumers Consumers view DCP
as a product by a trusted brand and therefore do not need to think twice beforemaking a purchasing decisio
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MARKETING MIX OF DABUR CHYAWANPRASH
Dabur Chyawanprash is the market leader in the chyawanprash segment and has
achieved this with its innovative product offering pricing strategy easy
availability and promotion campaigns In the marketing mix of Dabur we shall be
discussing the 4 Ps of marketing mix with respect to Dabur Chyawanprash The
mix shall be analyzed as followed
Product
Price
Place
Promotion
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Product Price Promotion Place
bull Product
Variety
bull Quality
bull Design
bull Features
bull Brand
Names
bull Services
bull List Price
bull Discount
bull Financing
Schemes
bull Credit Terms
bull Advertising amp
Promotion
bull Public Relations
bull Sponsorships
bull Internet
Marketing
bull Channels
bull Location
bull Inventory
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PRODUCT
Dabur Chyawanprash is the leader in the Chyawanprash category
and enjoys a market share of 61 per cent In 50s Dabur pioneered the
concept of branded Chyawanprash and since has invested heavily in
product development clinical studies and consumer awareness The
product is essentially a health supplement
Known as the ldquoelixir of liferdquo Chyawanprash has (clinically) proven benefits in
maintaining smooth body functioning The principal ingredient Amla (Indian
Gooseberry) acts as an anti-oxidant and immuno-stimulant Dabur Chyawanprash
helps in stimulating immune system relieving stress improving stamina fighting
aging through anti-oxidant property improving lung function fighting respiratory
infections amp building resistance to disease It is these properties that make Dabur
Chyawanprash a preferred choice for its users
Ingredients of Dabur Chyawanprash
Vishwast Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts
Special Vishwast fortified with additional health beneficial herbs like
Keshar Akarkara etc
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Packaging
n
The figure above shows the evolution of the packaging of Dabur Chyawanprash
Dabur continuously innovates the package and branding of its chayawanprash It
launched Dabur Chyawanprash first in 1949 in a tin pack and it was the first
branded Chyawanprash in India Later Dabur came out with its new packet of
Chyawanprash with Amitabh Bachchan as their brand ambassador It also
received ldquoBrand Relaunch of the Year ldquoaward from IMA
Available in
Dabur Chyawanprash is available in three sizes to cater to the needs of different
types of people
1 One kilogram pack
2 500 gram pack
3 250 gram pack
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PRICE
The pricing of Dabur chyawanprash is very competitive Dabur chyawanprash uses
second degree price discrimination ie more the quantity lower the price
1kg Rs19500
500gms Rs11000
250gms Rs 6200
PRICEQUALITY MATRIX
Pricerarr
Quality
darr
High Middle Low
High
Luxury
Segment
Ideal For
Penetration
DABUR
CHYAWANPRASH
Premiere
Offering
Middle
Overpriced Average Real
Bargain
Low
Make The Sale
and Run
Unhappy
Customers
Cheap
Goods
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PLACE
Dabur has a very wide distribution of its products through 16 million retail outlets
and 50 C amp F agents all over India who distribute products to the retailers Adistribution of C amp F agents and manufacturing locations is given below
Daburrsquos distribution network extends beyond India in the following countries as
well
Distribution Network
Central North amp South America
Australia
Asia
Middle East
North amp South Africa
East amp West Europe
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PROMOTION
The main form of promotional activities of Dabur chyawanprash are concentrated
towards advertising and it has neglible sales promotional activities
Advertising
Nothing can happen without establishing the brandrsquos heritage emphasizing
technological prowess explaining benefits and building bonds with prospective
buyers Ads are necessary because the images are still mouldable and fluid and
the consumerrsquos sophistication level is low Dabur chyawanprash is advertised on
print media as well as on television
The company has launched two ads one each with Amitabh and Vivek in
national electronic media followed by a series of print media campaign directed
towards creating awareness to educate people about the holistic benefits of
ChyawanprashThe ads have been created by McCann Ericsson and the company
would be spending close to Rs 10 crore in promotional campaign this year The
ads would also be translated in Bengali These advertisements are supposed to
target the old and the younger generation respectively
Thecompany has launched a new ad with MS Dhoni who is leader of Indian
cricket team
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SWOT ANALYSIS OF DABUR
STRENGTHS
Strong presence in well defined
niches( like value added Hair Oil and
Ayurveda specialities)
Core knowledge of Ayurveda as
competitive advantage
Strong Brand Image
Product Development Strength
Strong Distribution Network
Extensive Supply Chain
IT Initiatives
R amp D ndash a key strength
WEAKNESS
Seasonal Demand( like
chyawanprash in winter and Vatika not
in winter)
Low Penetration(Chyawanprash)
High price(Vatika)
Limited differentiation (Vatika)
Unbranded players account for
the 23rd of the total market(Vatika)
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OPPORTUNITIES
Untapped
Market(Chyawanprash)
Market Development
Export opportunities
Innovation
Increasing income level of the
middle class Creating additional consumption
pattern
THREATS
Existing Competition( like
Himani baidyanath and Zandu for
Dabur Chyawanprash and MaricoKeo
Karpin HLL and Bajaj for Vatika Hair Oil)
New Entrants
Threat from substitutes (like
Bryllcream for Vatika hair oil)
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74
OBJECTIVE OF THE STUDY
The major objective of the survey is to collect the data from outlets in the
specified areas where cold drinks are to be sold
To make an assessment of availability of several brands of dabur in
different packs and size in the specified areas
To make an assessment of market presence program of the dabur
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75
Research Methodology
Data collection
Sample unit
1) working people (including men amp women) amp housewife
2) college students
3) school students
4) senior citizens
5) Retailer
Sample size
1 working people amp housewife 30
2 college students 25
3 school students 20
4 senior citizens 15
5 Retailer 10
Sampling techniques
Judgmental sampling techniques used
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Sampling region
Sampling region will be DELHI in rural area
Data collection method
1 Primary data It will be collected with the help of a self administered
questionnaire
2 Secondary data it will be collected with the help of books research
papers magazines news papers journals internet etc
3
Research instruments
Questionnaire design
As the questionnaire is self administrated one the survey will be simple and user
friendly Words used in questionnaire will be readily understandable to all
respondent Also technical jargons will be avoided to ensure that there is no
confusion for respondents
Data Analysis - Data analysis will be done with the help of MS Excel and SPSS
Software
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DATA ANALYSIS
DABUR CHYAWANPRASH
1 AWARNESS LEVEL
I
NTERPRETATION-
According to serveyAll person are know the dabur100 person of dabur65
person kmow the Baidyanathamp Dabur 40 people of HimaniBaidyanath and
Dabur 60 person of ZanduHimaniBaidyanath and Dabur
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2 PREFERRED BRAND
INTERPRETATION-
According to servey60 person are preferred dabur product 15 person are
preferred Baidynath product 15 person are preferred Himani product 10 person
are preferred Zandu
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3SATISFACTION LEVEL
INTERPRETATION-
According to servey100 satisfaction level of dabur product 80 satisfaction level
of Baidynath product 80 satisfaction level of Himani product
60 satisfaction level of Zandu product
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4 REASONS FOR SELECTING A PARTICULAR BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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5HOW DID YOU COME TO KNOW ABOUT THIS BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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6 PREFERRED PACK SIZE
INTERPRETATION-
According to servey50 person are preferred 500gm product 30 person are
preferred 1kg product 20 person are preferred 250gm product
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8 REASON TO SELECT PREFERRED PACK SIZE
INTERPRETATION-
According to servey20 person are select product of itrsquos availability pack size
40 person are select product of itrsquos price pack size 25 person are select
product of itrsquos family pack size 15 person are select product of itrsquos storage
pack size
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9 FREQUENCY OF
PURCHASE
INTERPRETATION-
According to servey30 People are purchase product after one month 55
People are purchase product after two months 15 People are purchase
product after six months
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COMPETITOR ANALYSIS
The key competitorrsquos of Dabur in the Chyawanprash segment are Baidyanath
Zandu and Himani which together with Dabur have about 85 of Indias domestic
market
Dabur is Indias largest Ayurvedic medicine supplier and the fourth largest
producer of FMCG It was established in 1884 and had grown to a business level
in 2003 of about 650 million dollars per year though only a fraction of that is
involved with Ayurvedic medicine Dabur Chyawanprash (herbal honey) has a
market share of 61We have tried to analyse the competition for Dabur in the
Chyawanprash segment as follows
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The Himani Group
It founded in 1974 provides a diverse range of products doing 110 million dollars
of business annually though only a portion is involved with Ayurvedic products
through its Himani line the company is mainly involved with toiletries and
cosmetics but also provides Chyawanprash and other health productsIts market
share is 12
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CONCLUSIONS
The Chyawanprash Industry is yet to capture the beverage market in full swing Packed Chyawanprash
followed by Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts the market The consumerrsquos patriotic love for tea and coffee is unfared
Chyawanprash are yet to establish their supplement use in the average household here in lies the great
opportunities Within the market it is safe to conclude that dabur has hit off ratherwell with the
masses
dabur has clearly lost it head start advantage and thereby acquiring just 35 of the market share while
others enjoys rest of the market share This could be well attributed to dabor successful ATA
(Availability Taste and Affordability) marketing module the attributes most rated by the consumersLack of publicity has hampered the growth progress of the brand so aggressive advertising is needed to
promote Chyawanprash and vatika hair oil brand
The brands such as that of Chyawanprash by vednath Chyawanprash with its lsquosonacahndi lsquoMinute-
madersquo and also US food giantssDel Monte are ready to hit the Chyawanprash market very soon
As the strategies of the companies keeps on changing be it in Chyawanprash industry a company has
to create perceptions and cover them into realities It is an expensive proposition requiring huge
expenditure on advertising sponsorships and media Thus the ideal company will be the one which
combines the high end technology with consumer insight
As 16 of the excise duty is exempted on food products in this budget Many food companies including
Dabur got benefited from it On the analysis of survey it was found that target Market of Chyawanprash
want quality benefit rather then Price benefit so it is better to stress on quality rather than on
decreasing price to increase sales and profit
To increase market share Dabur should give slight price benefit on Dabur brand so that customers of
other Juice brand should switch from other brand to Dabur brand
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Findings
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey100 satisfaction level of dabur product 80 satisfaction level of
Baidynath product 80 satisfaction level of Himani product 60 satisfaction level of
Zandu product
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis According to servey50 person are preferred 500gm
product 30 person are preferred 1kg product 20 person are preferred 250gm
product
According to servey20 person are select product of itrsquos availability pack size 40
person are select product of itrsquos price pack size 25 person are select product of itrsquos
family pack size 15 person are select product of itrsquos storage pack size
According to servey30 People are purchase product after one month 55 People are
purchase product after two months 15 People are purchase product after six months
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LIMITATIONS
No study is free from limitations The limitations of this study can be
Sample size taken is small and may not be sufficient to predict theresults with 100 accuracy
The result is based on primary and secondary data that has itrsquos own limitations
The study only covers the area of Delhi that may not beapplicable to other areas
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RECOMMENDATIONS
Focus on growing core brands across categories
Reaching out to new geographies within Hapur area
Improve operational efficiencies by leveraging technology
Be the preferred company to meet the health and personal grooming needs of
our target consumers with safe efficacious natural solutions by synthesizing the
deep knowledge of ayurveda and herbs with modern science
Provide consumers with innovative products within easy reach
Vatika hair care centre On the lines of Maricorsquos Kaya Skin Clinic Dabur
could start a venture called Vatika hair care centre which would provide total hair
care solutions It could have hair care experts to solve hair problemsServices could
include dandruff treatment straightening of hair treatment for split endsetc
Position Dabur Chyawanprash as not more of a medicine but as something
which is necessary for health
More initiatives like ldquo Dabur ki Deewarrdquo to increase brand visibility It is an
initiative to occupy shelf space
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BIBLIOGRAPHY
Books
Marketing Management Twelfth Edition ndash Philip Kotler amp Kevin Lane Keller
Websites
wwwgooglecom
wwwdaburcom
wwwtutor2unet
wwwbrandchannelcom
The time of india
Forbs magazing
Hinustan time
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YES NO
7Which pack size do you prefer
YES NO
8On what parameters do you choose this pack size
YES NO
9 how do u increase the company position
YES NO
10 how you increase your company position in market agains other company
YES NO
![Page 45: Making by Th Harsh Pandit](https://reader033.vdocuments.mx/reader033/viewer/2022052406/577cd3191a28ab9e7896af7d/html5/thumbnails/45.jpg)
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CONSUMERS
The above diagram it shows channel of distribution of dabur foods here first the products are manufactured and from Manufacturing plants the packed goods are
supplied to Clearing And Forwarding Agents(CampFA) and from here the goods are
then further supplied to number of Stockiest or Distributors from here goods
reaches to large number of Retailers and it is the duty of Stockiest to take orders
from retailers and then supply the goods to them this work is generally done by
stockiest salesman through ready stock or by taking orders first and then placing
the order From here the goods finally reaches to Customers Customer purchases
the product from retailers
This was the basic Channel of Distribution used by Dabur Foods now I will throw
light on each channel of distribution of Dabur Foods
Supply Chain Management
Supply chain management starts before physical distribution it involves procuring
the right inputs (raw materials components and capital equipment) converting
them into finished products and dispatching them to the final destinations The
supply chain perspective can help identify superior suppliers and distributors and
help them improve productivity which ultimately brings down the companyrsquos
costs
A broader view sees a company at the center of a value network that
includes its suppliers its immediate customers and their end customers The value
network includes valued relations with others such as university researchers
government approval agencies and so on
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MANUFACTURING PLANT
Dabur Foods has Number of products in its product line but its main area of
interest or the product on which they concentrate the most is Real Juice amp Coolers
Dabur has its manufacturing plant at Nepal and at Jaipur where juice is
manufactured and tested
PROCUREMENT amp TRANSPORT
Getting the raw material and packaging material requirement from the
production unit in charge
Constant updates on the procurement of materials and transport details
Production details and ingredient content information from the different personnel and coordinating this activity
PACKAGING
Approval and coordination of the supply of packaging material to the
production unit
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CLEARING AND FORWARDING AGENTA (CampFA)
From manufacturing plant the stock is transported or supplied to clearing
and forwarding agents
Clearing and Forwarding Agents is a third party and Dabur gives contract to
them so company has nothing to do in building the relationship with them
Here CampFA keep or stock the goods with them
They charge dabur for stocking the good and even dabur donrsquot mind doing
so as it is a measure of cost cutting as well as there is no need for gowdowns
and maintenance
For Ghazizbad Meerut Delhi NCR there is one CampFA whish is situated in
Mohan Nagar here all goods which dabur foods hare kept here
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STOCKIEST OR DISTRIBUTORS
Stockiest store the products in their godowns CampFA supplies the goods to
them as per their order
Stockiest has some sales men working under him they are known as
stockiest sales man Their work is to place the products in the market and
take order from retailers and then supply goods to them
Sales man either take ready stock with them or they first take orders and
then supply goods later on
There is a beat which is a schedule route of sales man means sales man has
to daily cover the route as mention in the beat
Merchandising making products visible pasting posters putting banners
and seeing that goods are properly placed in the retail outlets is also the duty
of stockiest sales man
Companiesrsquo sales officer keeps a check on the stockiest and monthly report
is also prepared which is further analyzed by ASM amp ZSM
In Noida Dabur has 1 stockist and in Ghaziabad 1
RETAILERS
Retailers are backbone of the company as they are the one who can take the
product on new heights or can bring it down to toes
Stockiest supplies goods to retailers and tries Persuading retailers to give the
brand special displays (using merchandising tools) to get affective brand
presence and arranging it in more noticeable manner
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Classification of outlets in different type of markets is different according to
their sales volume
TYPES OF RETAILS OUTLETS
Class Average Monthly Business
A Above 10000
B 5000-10000
C Upto 5000
Margin of retailers is always higher than stockiest
Retailers are the one who have direct contact with the customers
Dabur Foods has a distribution network that covers 175 towns and 75
thousand retail outlets making its product available to the consumers across
the country at ease
TYPES OF RETAIL MARKET
The retail market can be classified on the basis of magnitude of retail
SCATTERED MARKET
Lesser no of outlets and
Extensive outlets
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BLOCK MARKET
Large no of retail outlets in chunk
SUPER MARKET
Through their superior information logistical systems and buying power deliver
good service and immense volumes of products at attractive prices
CHAIN OUTLETS
Having more than one key outlet all across with a single control unit and central
purchasing strategy
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M PRODUCT LINE
Foods
Real
Real Activ
Hommade
Lemoneez
Capsico
Health Care
Baby Care
Dabur Lal Tail
Dabur Baby Olive Oil
Dabur Janma Ghunti
Health Supplements
Dabur Chyawanprash Dabur Glucose D
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Digestives
Hajmola Yumstick
Hajmola Mast Masala
Anardana
Hajmola
Hajmola Candy
Hajmola Candy Fun2
Pudin Hara (Liquid and Pearls)
Pudin Hara G
Dabur Hingoli
Natural Cures
Shilajit Gold
Nature Care Sat Isabgol
Shilajit
Ring Ring
Itch Care
Backaid
Shankha Pushpi Dabur Balm
Sarbyna Strong
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Personal Care
Hair Care Oil
Amla Hair Oil
Amla Lite Hair Oil
Vatika Hair Oil
Anmol Sarson Amla
Hair Care Shampoo
Anmol Silky Black Shampoo
Vatika Henna Conditioning Shampoo
Vatika AntiDandruff Shampoo
Anmol Natural Shine Shampoo
Oral Care
Dabur Red Gel
Dabur Red Toothpaste
Babool Toothpaste
Dabur Lal Dant Manjan
Dabur Binaca
Toothbrush
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55
Dabur Amongst Top Three Most
Respected FMCG Companies
Dabur Real Bags Gold In Readers
Digest Trusted Brand Awards
Dabur Figures In Top Great PlaceTo Work 2006 List
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Dabur has been ranked
amongst Indias Most
Innovative Companies by
a Business Today-Monitor
Group survey
Hajmola has been ranked
34th in Indiarsquos 100 Most
Valuable Brands list
Hajmola one of the
strongest brands in
Daburs portfolio
has been listed
among the Top 18
Iconic Brands in
India that have
stood the test oftime
Dabur Indiarsquos fruit juice
brand Reacuteal awarded the
Three Dabur brands --
Hajmola Dabur Amla and
Hajmola moves up
11 spots to take the
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Readerrsquos Digest Gold
Trusted Brand Award
2008 in the food amp
beverages category
Vatika -- have debuted in
the Economic Times
Brand Equitys Most
Trusted Brands 2008 list
Besides Dabur Foods has
climbed up to take the
40th spot
34th position
among Indias Top
100 Most Valuable
Brands of 2008
released by 4Ps and
ICMR
Dabur India Ltd has been ranked 28th in the list of Indias Top 50 Most
valuable (Company) Brands by Brand Finance
newu was voted the Most
Admired New Retail
Launch of the year at
Images Retail Awards
Dabur India CEO Mr
Sunil Duggal was named
Best Corporate Leader of
2008 at the BampE
Leadership and Excellence
Dabur India Ltd
was ranked the
Business Leader in
the FMCG -
Personal Care
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Awards Category at the
NDTV Profit
Business
Leadership Award
2008
Dabur India Ltd CEO Mr
Sunil Duggal has been
ranked among Indias
Most valueable CEOs by
Business World
Dabur India Ltd has been listed among the Super
100 of India Inc prepared by Business India
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Dedicated to the health and well being of every household
This is our company We accept personal responsibility and accountability to meet business needs
We all are leaders in our area of responsibility with a deep commitment to deliver results We are determined to be the best at doing what matters most
People are our most important asset We add value through result driven training and we encourage amp reward excellence
We have superior understanding of consumer needs and develop products to fulfill them better
We work together on the principle of mutual trust amp transparency in a boundary-less organisation We are intellectually honest in advocating proposals includingrecognizing risks
Continuous innovation in products amp processes is the basis of our success
We are committed to the achievement of business success with integrity We are honest with consumers with business partners and with each other
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INTRODUCTION OF DABUR CHYWANPRASH
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Dabur Chyawanprash the trusted name for your entire familys health
Dabur Chyawanprash has anti-oxidant properties amp strengthens your bodysinternal defense mechanism the immune system thereby protecting you fromeveryday infections cough cold amp stress etc
At a time when flu and viruses are everywhere your immunity system provides the best prevention from these deadly diseases Chyawanprash a time-tested age-
old formulation has a number of herbs like Amla known to be one of the bestantioxidants Giloy (Guduchi) known to have immuno modulatory properties andhas more than 40 other natural ingredients to boost immunity
Dabur Chyawanprash The Health Giver
Derived from 2500-year-old Ayurvedic formula
Totally chemical-free natural and safe Powerful combination of herbs and plant extracts in a
base of Amla fruit pulp Refined by Dabur to provide traditional goodness with best quality
Reinforces the immune system amp helps fight disease Trusted health provider of a majority of Indian households
Usage
Dabur Chyawanprash has a tangy sweet-sour taste and the consistency of jamIt can be taken directly or with milk and as bread spread In all cases itstherapeutic properties remain stable and active In winters have a glass ofwarm milk after having Chyawanprash In summers have a glass of cold milkafter having Chyawanprash
Dose
1-2 teaspoonful
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STP ANALYSIS OF DABUR CHYAWANPRASH
SEGMENTATION
Dabur Chyawanprash is the market leader in the Chyawanprash segment It
comes under the category of health supplements The segments that it considers
are growing kids competitive youth ever busy housewives and the aged
For the growing kids In todays competitive environment the children are under
high pressure to excel
For the competitive youth Modern life keeps the youth busy and demands them
to be active and efficient
For ever-busy housewives The homemaker needs to be fit in order to shoulder
all responsibilities
For the aged Old age weakens a person physically and mentally
After segmenting the population into these categories it aims to keep them fit
and healthy
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TARGETING
Traditionally chyawanprash was supposed to be a health supplement for the
aged and kids Dabur Chyawanprash (DCP) is now targeting adults housewives
youth and kids This it is trying to achieve through its promotion activities by
making Amitabh Bacchan and Vivek Oberoi do the endorsement act Amitabh
has been projected as a user of Chyawanprash attempting to establish the
relevance of DCP amongst the adults in todayrsquos demanding lifestyle Vivek who
represents an urban ambitious non-user with a mindset that Chyawanprash is not
for him meets his moment of truth when outperformed by a young
Chyawanprash user thus reaching out to kids His final conversion from a non-
user to a Chyawanprash user connects with the Youth These two ads compliment
each other and connect very well with the targeted consumers
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POSITIONING
Andar se strongrdquo Dabur chyawanprash has the tag line Andar se strongrdquo By
using a natural language instead of scientific language it is able to connect with
the consumers and is able to achieve a better positioning in the minds of the
Indian health conscious consumer A category like Chyawanprash for instance
needs to understand that in employing the category language it loses any chance
of expressing its own benefit distinctively
Holistic Health benefit of Ayurveda Dabur Chyawanprash helps in stimulating
immune system relieving stress improving stamina fighting aging through anti-
oxidant property improving lung function fighting respiratory infections amp
building resistance to disease The brand conveys this health conscious holistic
view of the product
Brand Trust Over 100 years of Daburrsquos experience in Ayurveda ensures selection
processing and quality control of right herbs along with scientific and clinical
studies ndash makes DCP a trustworthy offering for consumers Consumers view DCP
as a product by a trusted brand and therefore do not need to think twice beforemaking a purchasing decisio
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MARKETING MIX OF DABUR CHYAWANPRASH
Dabur Chyawanprash is the market leader in the chyawanprash segment and has
achieved this with its innovative product offering pricing strategy easy
availability and promotion campaigns In the marketing mix of Dabur we shall be
discussing the 4 Ps of marketing mix with respect to Dabur Chyawanprash The
mix shall be analyzed as followed
Product
Price
Place
Promotion
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Product Price Promotion Place
bull Product
Variety
bull Quality
bull Design
bull Features
bull Brand
Names
bull Services
bull List Price
bull Discount
bull Financing
Schemes
bull Credit Terms
bull Advertising amp
Promotion
bull Public Relations
bull Sponsorships
bull Internet
Marketing
bull Channels
bull Location
bull Inventory
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PRODUCT
Dabur Chyawanprash is the leader in the Chyawanprash category
and enjoys a market share of 61 per cent In 50s Dabur pioneered the
concept of branded Chyawanprash and since has invested heavily in
product development clinical studies and consumer awareness The
product is essentially a health supplement
Known as the ldquoelixir of liferdquo Chyawanprash has (clinically) proven benefits in
maintaining smooth body functioning The principal ingredient Amla (Indian
Gooseberry) acts as an anti-oxidant and immuno-stimulant Dabur Chyawanprash
helps in stimulating immune system relieving stress improving stamina fighting
aging through anti-oxidant property improving lung function fighting respiratory
infections amp building resistance to disease It is these properties that make Dabur
Chyawanprash a preferred choice for its users
Ingredients of Dabur Chyawanprash
Vishwast Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts
Special Vishwast fortified with additional health beneficial herbs like
Keshar Akarkara etc
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Packaging
n
The figure above shows the evolution of the packaging of Dabur Chyawanprash
Dabur continuously innovates the package and branding of its chayawanprash It
launched Dabur Chyawanprash first in 1949 in a tin pack and it was the first
branded Chyawanprash in India Later Dabur came out with its new packet of
Chyawanprash with Amitabh Bachchan as their brand ambassador It also
received ldquoBrand Relaunch of the Year ldquoaward from IMA
Available in
Dabur Chyawanprash is available in three sizes to cater to the needs of different
types of people
1 One kilogram pack
2 500 gram pack
3 250 gram pack
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PRICE
The pricing of Dabur chyawanprash is very competitive Dabur chyawanprash uses
second degree price discrimination ie more the quantity lower the price
1kg Rs19500
500gms Rs11000
250gms Rs 6200
PRICEQUALITY MATRIX
Pricerarr
Quality
darr
High Middle Low
High
Luxury
Segment
Ideal For
Penetration
DABUR
CHYAWANPRASH
Premiere
Offering
Middle
Overpriced Average Real
Bargain
Low
Make The Sale
and Run
Unhappy
Customers
Cheap
Goods
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70
PLACE
Dabur has a very wide distribution of its products through 16 million retail outlets
and 50 C amp F agents all over India who distribute products to the retailers Adistribution of C amp F agents and manufacturing locations is given below
Daburrsquos distribution network extends beyond India in the following countries as
well
Distribution Network
Central North amp South America
Australia
Asia
Middle East
North amp South Africa
East amp West Europe
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71
PROMOTION
The main form of promotional activities of Dabur chyawanprash are concentrated
towards advertising and it has neglible sales promotional activities
Advertising
Nothing can happen without establishing the brandrsquos heritage emphasizing
technological prowess explaining benefits and building bonds with prospective
buyers Ads are necessary because the images are still mouldable and fluid and
the consumerrsquos sophistication level is low Dabur chyawanprash is advertised on
print media as well as on television
The company has launched two ads one each with Amitabh and Vivek in
national electronic media followed by a series of print media campaign directed
towards creating awareness to educate people about the holistic benefits of
ChyawanprashThe ads have been created by McCann Ericsson and the company
would be spending close to Rs 10 crore in promotional campaign this year The
ads would also be translated in Bengali These advertisements are supposed to
target the old and the younger generation respectively
Thecompany has launched a new ad with MS Dhoni who is leader of Indian
cricket team
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72
SWOT ANALYSIS OF DABUR
STRENGTHS
Strong presence in well defined
niches( like value added Hair Oil and
Ayurveda specialities)
Core knowledge of Ayurveda as
competitive advantage
Strong Brand Image
Product Development Strength
Strong Distribution Network
Extensive Supply Chain
IT Initiatives
R amp D ndash a key strength
WEAKNESS
Seasonal Demand( like
chyawanprash in winter and Vatika not
in winter)
Low Penetration(Chyawanprash)
High price(Vatika)
Limited differentiation (Vatika)
Unbranded players account for
the 23rd of the total market(Vatika)
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OPPORTUNITIES
Untapped
Market(Chyawanprash)
Market Development
Export opportunities
Innovation
Increasing income level of the
middle class Creating additional consumption
pattern
THREATS
Existing Competition( like
Himani baidyanath and Zandu for
Dabur Chyawanprash and MaricoKeo
Karpin HLL and Bajaj for Vatika Hair Oil)
New Entrants
Threat from substitutes (like
Bryllcream for Vatika hair oil)
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74
OBJECTIVE OF THE STUDY
The major objective of the survey is to collect the data from outlets in the
specified areas where cold drinks are to be sold
To make an assessment of availability of several brands of dabur in
different packs and size in the specified areas
To make an assessment of market presence program of the dabur
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75
Research Methodology
Data collection
Sample unit
1) working people (including men amp women) amp housewife
2) college students
3) school students
4) senior citizens
5) Retailer
Sample size
1 working people amp housewife 30
2 college students 25
3 school students 20
4 senior citizens 15
5 Retailer 10
Sampling techniques
Judgmental sampling techniques used
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Sampling region
Sampling region will be DELHI in rural area
Data collection method
1 Primary data It will be collected with the help of a self administered
questionnaire
2 Secondary data it will be collected with the help of books research
papers magazines news papers journals internet etc
3
Research instruments
Questionnaire design
As the questionnaire is self administrated one the survey will be simple and user
friendly Words used in questionnaire will be readily understandable to all
respondent Also technical jargons will be avoided to ensure that there is no
confusion for respondents
Data Analysis - Data analysis will be done with the help of MS Excel and SPSS
Software
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DATA ANALYSIS
DABUR CHYAWANPRASH
1 AWARNESS LEVEL
I
NTERPRETATION-
According to serveyAll person are know the dabur100 person of dabur65
person kmow the Baidyanathamp Dabur 40 people of HimaniBaidyanath and
Dabur 60 person of ZanduHimaniBaidyanath and Dabur
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2 PREFERRED BRAND
INTERPRETATION-
According to servey60 person are preferred dabur product 15 person are
preferred Baidynath product 15 person are preferred Himani product 10 person
are preferred Zandu
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3SATISFACTION LEVEL
INTERPRETATION-
According to servey100 satisfaction level of dabur product 80 satisfaction level
of Baidynath product 80 satisfaction level of Himani product
60 satisfaction level of Zandu product
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4 REASONS FOR SELECTING A PARTICULAR BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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5HOW DID YOU COME TO KNOW ABOUT THIS BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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6 PREFERRED PACK SIZE
INTERPRETATION-
According to servey50 person are preferred 500gm product 30 person are
preferred 1kg product 20 person are preferred 250gm product
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8 REASON TO SELECT PREFERRED PACK SIZE
INTERPRETATION-
According to servey20 person are select product of itrsquos availability pack size
40 person are select product of itrsquos price pack size 25 person are select
product of itrsquos family pack size 15 person are select product of itrsquos storage
pack size
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9 FREQUENCY OF
PURCHASE
INTERPRETATION-
According to servey30 People are purchase product after one month 55
People are purchase product after two months 15 People are purchase
product after six months
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COMPETITOR ANALYSIS
The key competitorrsquos of Dabur in the Chyawanprash segment are Baidyanath
Zandu and Himani which together with Dabur have about 85 of Indias domestic
market
Dabur is Indias largest Ayurvedic medicine supplier and the fourth largest
producer of FMCG It was established in 1884 and had grown to a business level
in 2003 of about 650 million dollars per year though only a fraction of that is
involved with Ayurvedic medicine Dabur Chyawanprash (herbal honey) has a
market share of 61We have tried to analyse the competition for Dabur in the
Chyawanprash segment as follows
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The Himani Group
It founded in 1974 provides a diverse range of products doing 110 million dollars
of business annually though only a portion is involved with Ayurvedic products
through its Himani line the company is mainly involved with toiletries and
cosmetics but also provides Chyawanprash and other health productsIts market
share is 12
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CONCLUSIONS
The Chyawanprash Industry is yet to capture the beverage market in full swing Packed Chyawanprash
followed by Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts the market The consumerrsquos patriotic love for tea and coffee is unfared
Chyawanprash are yet to establish their supplement use in the average household here in lies the great
opportunities Within the market it is safe to conclude that dabur has hit off ratherwell with the
masses
dabur has clearly lost it head start advantage and thereby acquiring just 35 of the market share while
others enjoys rest of the market share This could be well attributed to dabor successful ATA
(Availability Taste and Affordability) marketing module the attributes most rated by the consumersLack of publicity has hampered the growth progress of the brand so aggressive advertising is needed to
promote Chyawanprash and vatika hair oil brand
The brands such as that of Chyawanprash by vednath Chyawanprash with its lsquosonacahndi lsquoMinute-
madersquo and also US food giantssDel Monte are ready to hit the Chyawanprash market very soon
As the strategies of the companies keeps on changing be it in Chyawanprash industry a company has
to create perceptions and cover them into realities It is an expensive proposition requiring huge
expenditure on advertising sponsorships and media Thus the ideal company will be the one which
combines the high end technology with consumer insight
As 16 of the excise duty is exempted on food products in this budget Many food companies including
Dabur got benefited from it On the analysis of survey it was found that target Market of Chyawanprash
want quality benefit rather then Price benefit so it is better to stress on quality rather than on
decreasing price to increase sales and profit
To increase market share Dabur should give slight price benefit on Dabur brand so that customers of
other Juice brand should switch from other brand to Dabur brand
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89
Findings
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey100 satisfaction level of dabur product 80 satisfaction level of
Baidynath product 80 satisfaction level of Himani product 60 satisfaction level of
Zandu product
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis According to servey50 person are preferred 500gm
product 30 person are preferred 1kg product 20 person are preferred 250gm
product
According to servey20 person are select product of itrsquos availability pack size 40
person are select product of itrsquos price pack size 25 person are select product of itrsquos
family pack size 15 person are select product of itrsquos storage pack size
According to servey30 People are purchase product after one month 55 People are
purchase product after two months 15 People are purchase product after six months
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LIMITATIONS
No study is free from limitations The limitations of this study can be
Sample size taken is small and may not be sufficient to predict theresults with 100 accuracy
The result is based on primary and secondary data that has itrsquos own limitations
The study only covers the area of Delhi that may not beapplicable to other areas
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91
RECOMMENDATIONS
Focus on growing core brands across categories
Reaching out to new geographies within Hapur area
Improve operational efficiencies by leveraging technology
Be the preferred company to meet the health and personal grooming needs of
our target consumers with safe efficacious natural solutions by synthesizing the
deep knowledge of ayurveda and herbs with modern science
Provide consumers with innovative products within easy reach
Vatika hair care centre On the lines of Maricorsquos Kaya Skin Clinic Dabur
could start a venture called Vatika hair care centre which would provide total hair
care solutions It could have hair care experts to solve hair problemsServices could
include dandruff treatment straightening of hair treatment for split endsetc
Position Dabur Chyawanprash as not more of a medicine but as something
which is necessary for health
More initiatives like ldquo Dabur ki Deewarrdquo to increase brand visibility It is an
initiative to occupy shelf space
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92
BIBLIOGRAPHY
Books
Marketing Management Twelfth Edition ndash Philip Kotler amp Kevin Lane Keller
Websites
wwwgooglecom
wwwdaburcom
wwwtutor2unet
wwwbrandchannelcom
The time of india
Forbs magazing
Hinustan time
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YES NO
7Which pack size do you prefer
YES NO
8On what parameters do you choose this pack size
YES NO
9 how do u increase the company position
YES NO
10 how you increase your company position in market agains other company
YES NO
![Page 46: Making by Th Harsh Pandit](https://reader033.vdocuments.mx/reader033/viewer/2022052406/577cd3191a28ab9e7896af7d/html5/thumbnails/46.jpg)
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MANUFACTURING PLANT
Dabur Foods has Number of products in its product line but its main area of
interest or the product on which they concentrate the most is Real Juice amp Coolers
Dabur has its manufacturing plant at Nepal and at Jaipur where juice is
manufactured and tested
PROCUREMENT amp TRANSPORT
Getting the raw material and packaging material requirement from the
production unit in charge
Constant updates on the procurement of materials and transport details
Production details and ingredient content information from the different personnel and coordinating this activity
PACKAGING
Approval and coordination of the supply of packaging material to the
production unit
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CLEARING AND FORWARDING AGENTA (CampFA)
From manufacturing plant the stock is transported or supplied to clearing
and forwarding agents
Clearing and Forwarding Agents is a third party and Dabur gives contract to
them so company has nothing to do in building the relationship with them
Here CampFA keep or stock the goods with them
They charge dabur for stocking the good and even dabur donrsquot mind doing
so as it is a measure of cost cutting as well as there is no need for gowdowns
and maintenance
For Ghazizbad Meerut Delhi NCR there is one CampFA whish is situated in
Mohan Nagar here all goods which dabur foods hare kept here
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STOCKIEST OR DISTRIBUTORS
Stockiest store the products in their godowns CampFA supplies the goods to
them as per their order
Stockiest has some sales men working under him they are known as
stockiest sales man Their work is to place the products in the market and
take order from retailers and then supply goods to them
Sales man either take ready stock with them or they first take orders and
then supply goods later on
There is a beat which is a schedule route of sales man means sales man has
to daily cover the route as mention in the beat
Merchandising making products visible pasting posters putting banners
and seeing that goods are properly placed in the retail outlets is also the duty
of stockiest sales man
Companiesrsquo sales officer keeps a check on the stockiest and monthly report
is also prepared which is further analyzed by ASM amp ZSM
In Noida Dabur has 1 stockist and in Ghaziabad 1
RETAILERS
Retailers are backbone of the company as they are the one who can take the
product on new heights or can bring it down to toes
Stockiest supplies goods to retailers and tries Persuading retailers to give the
brand special displays (using merchandising tools) to get affective brand
presence and arranging it in more noticeable manner
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Classification of outlets in different type of markets is different according to
their sales volume
TYPES OF RETAILS OUTLETS
Class Average Monthly Business
A Above 10000
B 5000-10000
C Upto 5000
Margin of retailers is always higher than stockiest
Retailers are the one who have direct contact with the customers
Dabur Foods has a distribution network that covers 175 towns and 75
thousand retail outlets making its product available to the consumers across
the country at ease
TYPES OF RETAIL MARKET
The retail market can be classified on the basis of magnitude of retail
SCATTERED MARKET
Lesser no of outlets and
Extensive outlets
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BLOCK MARKET
Large no of retail outlets in chunk
SUPER MARKET
Through their superior information logistical systems and buying power deliver
good service and immense volumes of products at attractive prices
CHAIN OUTLETS
Having more than one key outlet all across with a single control unit and central
purchasing strategy
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M PRODUCT LINE
Foods
Real
Real Activ
Hommade
Lemoneez
Capsico
Health Care
Baby Care
Dabur Lal Tail
Dabur Baby Olive Oil
Dabur Janma Ghunti
Health Supplements
Dabur Chyawanprash Dabur Glucose D
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Digestives
Hajmola Yumstick
Hajmola Mast Masala
Anardana
Hajmola
Hajmola Candy
Hajmola Candy Fun2
Pudin Hara (Liquid and Pearls)
Pudin Hara G
Dabur Hingoli
Natural Cures
Shilajit Gold
Nature Care Sat Isabgol
Shilajit
Ring Ring
Itch Care
Backaid
Shankha Pushpi Dabur Balm
Sarbyna Strong
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Personal Care
Hair Care Oil
Amla Hair Oil
Amla Lite Hair Oil
Vatika Hair Oil
Anmol Sarson Amla
Hair Care Shampoo
Anmol Silky Black Shampoo
Vatika Henna Conditioning Shampoo
Vatika AntiDandruff Shampoo
Anmol Natural Shine Shampoo
Oral Care
Dabur Red Gel
Dabur Red Toothpaste
Babool Toothpaste
Dabur Lal Dant Manjan
Dabur Binaca
Toothbrush
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55
Dabur Amongst Top Three Most
Respected FMCG Companies
Dabur Real Bags Gold In Readers
Digest Trusted Brand Awards
Dabur Figures In Top Great PlaceTo Work 2006 List
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Dabur has been ranked
amongst Indias Most
Innovative Companies by
a Business Today-Monitor
Group survey
Hajmola has been ranked
34th in Indiarsquos 100 Most
Valuable Brands list
Hajmola one of the
strongest brands in
Daburs portfolio
has been listed
among the Top 18
Iconic Brands in
India that have
stood the test oftime
Dabur Indiarsquos fruit juice
brand Reacuteal awarded the
Three Dabur brands --
Hajmola Dabur Amla and
Hajmola moves up
11 spots to take the
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Readerrsquos Digest Gold
Trusted Brand Award
2008 in the food amp
beverages category
Vatika -- have debuted in
the Economic Times
Brand Equitys Most
Trusted Brands 2008 list
Besides Dabur Foods has
climbed up to take the
40th spot
34th position
among Indias Top
100 Most Valuable
Brands of 2008
released by 4Ps and
ICMR
Dabur India Ltd has been ranked 28th in the list of Indias Top 50 Most
valuable (Company) Brands by Brand Finance
newu was voted the Most
Admired New Retail
Launch of the year at
Images Retail Awards
Dabur India CEO Mr
Sunil Duggal was named
Best Corporate Leader of
2008 at the BampE
Leadership and Excellence
Dabur India Ltd
was ranked the
Business Leader in
the FMCG -
Personal Care
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58
Awards Category at the
NDTV Profit
Business
Leadership Award
2008
Dabur India Ltd CEO Mr
Sunil Duggal has been
ranked among Indias
Most valueable CEOs by
Business World
Dabur India Ltd has been listed among the Super
100 of India Inc prepared by Business India
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Dedicated to the health and well being of every household
This is our company We accept personal responsibility and accountability to meet business needs
We all are leaders in our area of responsibility with a deep commitment to deliver results We are determined to be the best at doing what matters most
People are our most important asset We add value through result driven training and we encourage amp reward excellence
We have superior understanding of consumer needs and develop products to fulfill them better
We work together on the principle of mutual trust amp transparency in a boundary-less organisation We are intellectually honest in advocating proposals includingrecognizing risks
Continuous innovation in products amp processes is the basis of our success
We are committed to the achievement of business success with integrity We are honest with consumers with business partners and with each other
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INTRODUCTION OF DABUR CHYWANPRASH
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Dabur Chyawanprash the trusted name for your entire familys health
Dabur Chyawanprash has anti-oxidant properties amp strengthens your bodysinternal defense mechanism the immune system thereby protecting you fromeveryday infections cough cold amp stress etc
At a time when flu and viruses are everywhere your immunity system provides the best prevention from these deadly diseases Chyawanprash a time-tested age-
old formulation has a number of herbs like Amla known to be one of the bestantioxidants Giloy (Guduchi) known to have immuno modulatory properties andhas more than 40 other natural ingredients to boost immunity
Dabur Chyawanprash The Health Giver
Derived from 2500-year-old Ayurvedic formula
Totally chemical-free natural and safe Powerful combination of herbs and plant extracts in a
base of Amla fruit pulp Refined by Dabur to provide traditional goodness with best quality
Reinforces the immune system amp helps fight disease Trusted health provider of a majority of Indian households
Usage
Dabur Chyawanprash has a tangy sweet-sour taste and the consistency of jamIt can be taken directly or with milk and as bread spread In all cases itstherapeutic properties remain stable and active In winters have a glass ofwarm milk after having Chyawanprash In summers have a glass of cold milkafter having Chyawanprash
Dose
1-2 teaspoonful
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STP ANALYSIS OF DABUR CHYAWANPRASH
SEGMENTATION
Dabur Chyawanprash is the market leader in the Chyawanprash segment It
comes under the category of health supplements The segments that it considers
are growing kids competitive youth ever busy housewives and the aged
For the growing kids In todays competitive environment the children are under
high pressure to excel
For the competitive youth Modern life keeps the youth busy and demands them
to be active and efficient
For ever-busy housewives The homemaker needs to be fit in order to shoulder
all responsibilities
For the aged Old age weakens a person physically and mentally
After segmenting the population into these categories it aims to keep them fit
and healthy
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TARGETING
Traditionally chyawanprash was supposed to be a health supplement for the
aged and kids Dabur Chyawanprash (DCP) is now targeting adults housewives
youth and kids This it is trying to achieve through its promotion activities by
making Amitabh Bacchan and Vivek Oberoi do the endorsement act Amitabh
has been projected as a user of Chyawanprash attempting to establish the
relevance of DCP amongst the adults in todayrsquos demanding lifestyle Vivek who
represents an urban ambitious non-user with a mindset that Chyawanprash is not
for him meets his moment of truth when outperformed by a young
Chyawanprash user thus reaching out to kids His final conversion from a non-
user to a Chyawanprash user connects with the Youth These two ads compliment
each other and connect very well with the targeted consumers
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POSITIONING
Andar se strongrdquo Dabur chyawanprash has the tag line Andar se strongrdquo By
using a natural language instead of scientific language it is able to connect with
the consumers and is able to achieve a better positioning in the minds of the
Indian health conscious consumer A category like Chyawanprash for instance
needs to understand that in employing the category language it loses any chance
of expressing its own benefit distinctively
Holistic Health benefit of Ayurveda Dabur Chyawanprash helps in stimulating
immune system relieving stress improving stamina fighting aging through anti-
oxidant property improving lung function fighting respiratory infections amp
building resistance to disease The brand conveys this health conscious holistic
view of the product
Brand Trust Over 100 years of Daburrsquos experience in Ayurveda ensures selection
processing and quality control of right herbs along with scientific and clinical
studies ndash makes DCP a trustworthy offering for consumers Consumers view DCP
as a product by a trusted brand and therefore do not need to think twice beforemaking a purchasing decisio
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MARKETING MIX OF DABUR CHYAWANPRASH
Dabur Chyawanprash is the market leader in the chyawanprash segment and has
achieved this with its innovative product offering pricing strategy easy
availability and promotion campaigns In the marketing mix of Dabur we shall be
discussing the 4 Ps of marketing mix with respect to Dabur Chyawanprash The
mix shall be analyzed as followed
Product
Price
Place
Promotion
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Product Price Promotion Place
bull Product
Variety
bull Quality
bull Design
bull Features
bull Brand
Names
bull Services
bull List Price
bull Discount
bull Financing
Schemes
bull Credit Terms
bull Advertising amp
Promotion
bull Public Relations
bull Sponsorships
bull Internet
Marketing
bull Channels
bull Location
bull Inventory
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PRODUCT
Dabur Chyawanprash is the leader in the Chyawanprash category
and enjoys a market share of 61 per cent In 50s Dabur pioneered the
concept of branded Chyawanprash and since has invested heavily in
product development clinical studies and consumer awareness The
product is essentially a health supplement
Known as the ldquoelixir of liferdquo Chyawanprash has (clinically) proven benefits in
maintaining smooth body functioning The principal ingredient Amla (Indian
Gooseberry) acts as an anti-oxidant and immuno-stimulant Dabur Chyawanprash
helps in stimulating immune system relieving stress improving stamina fighting
aging through anti-oxidant property improving lung function fighting respiratory
infections amp building resistance to disease It is these properties that make Dabur
Chyawanprash a preferred choice for its users
Ingredients of Dabur Chyawanprash
Vishwast Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts
Special Vishwast fortified with additional health beneficial herbs like
Keshar Akarkara etc
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Packaging
n
The figure above shows the evolution of the packaging of Dabur Chyawanprash
Dabur continuously innovates the package and branding of its chayawanprash It
launched Dabur Chyawanprash first in 1949 in a tin pack and it was the first
branded Chyawanprash in India Later Dabur came out with its new packet of
Chyawanprash with Amitabh Bachchan as their brand ambassador It also
received ldquoBrand Relaunch of the Year ldquoaward from IMA
Available in
Dabur Chyawanprash is available in three sizes to cater to the needs of different
types of people
1 One kilogram pack
2 500 gram pack
3 250 gram pack
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PRICE
The pricing of Dabur chyawanprash is very competitive Dabur chyawanprash uses
second degree price discrimination ie more the quantity lower the price
1kg Rs19500
500gms Rs11000
250gms Rs 6200
PRICEQUALITY MATRIX
Pricerarr
Quality
darr
High Middle Low
High
Luxury
Segment
Ideal For
Penetration
DABUR
CHYAWANPRASH
Premiere
Offering
Middle
Overpriced Average Real
Bargain
Low
Make The Sale
and Run
Unhappy
Customers
Cheap
Goods
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PLACE
Dabur has a very wide distribution of its products through 16 million retail outlets
and 50 C amp F agents all over India who distribute products to the retailers Adistribution of C amp F agents and manufacturing locations is given below
Daburrsquos distribution network extends beyond India in the following countries as
well
Distribution Network
Central North amp South America
Australia
Asia
Middle East
North amp South Africa
East amp West Europe
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PROMOTION
The main form of promotional activities of Dabur chyawanprash are concentrated
towards advertising and it has neglible sales promotional activities
Advertising
Nothing can happen without establishing the brandrsquos heritage emphasizing
technological prowess explaining benefits and building bonds with prospective
buyers Ads are necessary because the images are still mouldable and fluid and
the consumerrsquos sophistication level is low Dabur chyawanprash is advertised on
print media as well as on television
The company has launched two ads one each with Amitabh and Vivek in
national electronic media followed by a series of print media campaign directed
towards creating awareness to educate people about the holistic benefits of
ChyawanprashThe ads have been created by McCann Ericsson and the company
would be spending close to Rs 10 crore in promotional campaign this year The
ads would also be translated in Bengali These advertisements are supposed to
target the old and the younger generation respectively
Thecompany has launched a new ad with MS Dhoni who is leader of Indian
cricket team
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SWOT ANALYSIS OF DABUR
STRENGTHS
Strong presence in well defined
niches( like value added Hair Oil and
Ayurveda specialities)
Core knowledge of Ayurveda as
competitive advantage
Strong Brand Image
Product Development Strength
Strong Distribution Network
Extensive Supply Chain
IT Initiatives
R amp D ndash a key strength
WEAKNESS
Seasonal Demand( like
chyawanprash in winter and Vatika not
in winter)
Low Penetration(Chyawanprash)
High price(Vatika)
Limited differentiation (Vatika)
Unbranded players account for
the 23rd of the total market(Vatika)
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OPPORTUNITIES
Untapped
Market(Chyawanprash)
Market Development
Export opportunities
Innovation
Increasing income level of the
middle class Creating additional consumption
pattern
THREATS
Existing Competition( like
Himani baidyanath and Zandu for
Dabur Chyawanprash and MaricoKeo
Karpin HLL and Bajaj for Vatika Hair Oil)
New Entrants
Threat from substitutes (like
Bryllcream for Vatika hair oil)
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74
OBJECTIVE OF THE STUDY
The major objective of the survey is to collect the data from outlets in the
specified areas where cold drinks are to be sold
To make an assessment of availability of several brands of dabur in
different packs and size in the specified areas
To make an assessment of market presence program of the dabur
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Research Methodology
Data collection
Sample unit
1) working people (including men amp women) amp housewife
2) college students
3) school students
4) senior citizens
5) Retailer
Sample size
1 working people amp housewife 30
2 college students 25
3 school students 20
4 senior citizens 15
5 Retailer 10
Sampling techniques
Judgmental sampling techniques used
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Sampling region
Sampling region will be DELHI in rural area
Data collection method
1 Primary data It will be collected with the help of a self administered
questionnaire
2 Secondary data it will be collected with the help of books research
papers magazines news papers journals internet etc
3
Research instruments
Questionnaire design
As the questionnaire is self administrated one the survey will be simple and user
friendly Words used in questionnaire will be readily understandable to all
respondent Also technical jargons will be avoided to ensure that there is no
confusion for respondents
Data Analysis - Data analysis will be done with the help of MS Excel and SPSS
Software
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DATA ANALYSIS
DABUR CHYAWANPRASH
1 AWARNESS LEVEL
I
NTERPRETATION-
According to serveyAll person are know the dabur100 person of dabur65
person kmow the Baidyanathamp Dabur 40 people of HimaniBaidyanath and
Dabur 60 person of ZanduHimaniBaidyanath and Dabur
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2 PREFERRED BRAND
INTERPRETATION-
According to servey60 person are preferred dabur product 15 person are
preferred Baidynath product 15 person are preferred Himani product 10 person
are preferred Zandu
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3SATISFACTION LEVEL
INTERPRETATION-
According to servey100 satisfaction level of dabur product 80 satisfaction level
of Baidynath product 80 satisfaction level of Himani product
60 satisfaction level of Zandu product
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4 REASONS FOR SELECTING A PARTICULAR BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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5HOW DID YOU COME TO KNOW ABOUT THIS BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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6 PREFERRED PACK SIZE
INTERPRETATION-
According to servey50 person are preferred 500gm product 30 person are
preferred 1kg product 20 person are preferred 250gm product
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83
8 REASON TO SELECT PREFERRED PACK SIZE
INTERPRETATION-
According to servey20 person are select product of itrsquos availability pack size
40 person are select product of itrsquos price pack size 25 person are select
product of itrsquos family pack size 15 person are select product of itrsquos storage
pack size
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9 FREQUENCY OF
PURCHASE
INTERPRETATION-
According to servey30 People are purchase product after one month 55
People are purchase product after two months 15 People are purchase
product after six months
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COMPETITOR ANALYSIS
The key competitorrsquos of Dabur in the Chyawanprash segment are Baidyanath
Zandu and Himani which together with Dabur have about 85 of Indias domestic
market
Dabur is Indias largest Ayurvedic medicine supplier and the fourth largest
producer of FMCG It was established in 1884 and had grown to a business level
in 2003 of about 650 million dollars per year though only a fraction of that is
involved with Ayurvedic medicine Dabur Chyawanprash (herbal honey) has a
market share of 61We have tried to analyse the competition for Dabur in the
Chyawanprash segment as follows
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The Himani Group
It founded in 1974 provides a diverse range of products doing 110 million dollars
of business annually though only a portion is involved with Ayurvedic products
through its Himani line the company is mainly involved with toiletries and
cosmetics but also provides Chyawanprash and other health productsIts market
share is 12
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CONCLUSIONS
The Chyawanprash Industry is yet to capture the beverage market in full swing Packed Chyawanprash
followed by Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts the market The consumerrsquos patriotic love for tea and coffee is unfared
Chyawanprash are yet to establish their supplement use in the average household here in lies the great
opportunities Within the market it is safe to conclude that dabur has hit off ratherwell with the
masses
dabur has clearly lost it head start advantage and thereby acquiring just 35 of the market share while
others enjoys rest of the market share This could be well attributed to dabor successful ATA
(Availability Taste and Affordability) marketing module the attributes most rated by the consumersLack of publicity has hampered the growth progress of the brand so aggressive advertising is needed to
promote Chyawanprash and vatika hair oil brand
The brands such as that of Chyawanprash by vednath Chyawanprash with its lsquosonacahndi lsquoMinute-
madersquo and also US food giantssDel Monte are ready to hit the Chyawanprash market very soon
As the strategies of the companies keeps on changing be it in Chyawanprash industry a company has
to create perceptions and cover them into realities It is an expensive proposition requiring huge
expenditure on advertising sponsorships and media Thus the ideal company will be the one which
combines the high end technology with consumer insight
As 16 of the excise duty is exempted on food products in this budget Many food companies including
Dabur got benefited from it On the analysis of survey it was found that target Market of Chyawanprash
want quality benefit rather then Price benefit so it is better to stress on quality rather than on
decreasing price to increase sales and profit
To increase market share Dabur should give slight price benefit on Dabur brand so that customers of
other Juice brand should switch from other brand to Dabur brand
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89
Findings
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey100 satisfaction level of dabur product 80 satisfaction level of
Baidynath product 80 satisfaction level of Himani product 60 satisfaction level of
Zandu product
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis According to servey50 person are preferred 500gm
product 30 person are preferred 1kg product 20 person are preferred 250gm
product
According to servey20 person are select product of itrsquos availability pack size 40
person are select product of itrsquos price pack size 25 person are select product of itrsquos
family pack size 15 person are select product of itrsquos storage pack size
According to servey30 People are purchase product after one month 55 People are
purchase product after two months 15 People are purchase product after six months
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90
LIMITATIONS
No study is free from limitations The limitations of this study can be
Sample size taken is small and may not be sufficient to predict theresults with 100 accuracy
The result is based on primary and secondary data that has itrsquos own limitations
The study only covers the area of Delhi that may not beapplicable to other areas
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91
RECOMMENDATIONS
Focus on growing core brands across categories
Reaching out to new geographies within Hapur area
Improve operational efficiencies by leveraging technology
Be the preferred company to meet the health and personal grooming needs of
our target consumers with safe efficacious natural solutions by synthesizing the
deep knowledge of ayurveda and herbs with modern science
Provide consumers with innovative products within easy reach
Vatika hair care centre On the lines of Maricorsquos Kaya Skin Clinic Dabur
could start a venture called Vatika hair care centre which would provide total hair
care solutions It could have hair care experts to solve hair problemsServices could
include dandruff treatment straightening of hair treatment for split endsetc
Position Dabur Chyawanprash as not more of a medicine but as something
which is necessary for health
More initiatives like ldquo Dabur ki Deewarrdquo to increase brand visibility It is an
initiative to occupy shelf space
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92
BIBLIOGRAPHY
Books
Marketing Management Twelfth Edition ndash Philip Kotler amp Kevin Lane Keller
Websites
wwwgooglecom
wwwdaburcom
wwwtutor2unet
wwwbrandchannelcom
The time of india
Forbs magazing
Hinustan time
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YES NO
7Which pack size do you prefer
YES NO
8On what parameters do you choose this pack size
YES NO
9 how do u increase the company position
YES NO
10 how you increase your company position in market agains other company
YES NO
![Page 47: Making by Th Harsh Pandit](https://reader033.vdocuments.mx/reader033/viewer/2022052406/577cd3191a28ab9e7896af7d/html5/thumbnails/47.jpg)
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CLEARING AND FORWARDING AGENTA (CampFA)
From manufacturing plant the stock is transported or supplied to clearing
and forwarding agents
Clearing and Forwarding Agents is a third party and Dabur gives contract to
them so company has nothing to do in building the relationship with them
Here CampFA keep or stock the goods with them
They charge dabur for stocking the good and even dabur donrsquot mind doing
so as it is a measure of cost cutting as well as there is no need for gowdowns
and maintenance
For Ghazizbad Meerut Delhi NCR there is one CampFA whish is situated in
Mohan Nagar here all goods which dabur foods hare kept here
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STOCKIEST OR DISTRIBUTORS
Stockiest store the products in their godowns CampFA supplies the goods to
them as per their order
Stockiest has some sales men working under him they are known as
stockiest sales man Their work is to place the products in the market and
take order from retailers and then supply goods to them
Sales man either take ready stock with them or they first take orders and
then supply goods later on
There is a beat which is a schedule route of sales man means sales man has
to daily cover the route as mention in the beat
Merchandising making products visible pasting posters putting banners
and seeing that goods are properly placed in the retail outlets is also the duty
of stockiest sales man
Companiesrsquo sales officer keeps a check on the stockiest and monthly report
is also prepared which is further analyzed by ASM amp ZSM
In Noida Dabur has 1 stockist and in Ghaziabad 1
RETAILERS
Retailers are backbone of the company as they are the one who can take the
product on new heights or can bring it down to toes
Stockiest supplies goods to retailers and tries Persuading retailers to give the
brand special displays (using merchandising tools) to get affective brand
presence and arranging it in more noticeable manner
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Classification of outlets in different type of markets is different according to
their sales volume
TYPES OF RETAILS OUTLETS
Class Average Monthly Business
A Above 10000
B 5000-10000
C Upto 5000
Margin of retailers is always higher than stockiest
Retailers are the one who have direct contact with the customers
Dabur Foods has a distribution network that covers 175 towns and 75
thousand retail outlets making its product available to the consumers across
the country at ease
TYPES OF RETAIL MARKET
The retail market can be classified on the basis of magnitude of retail
SCATTERED MARKET
Lesser no of outlets and
Extensive outlets
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50
BLOCK MARKET
Large no of retail outlets in chunk
SUPER MARKET
Through their superior information logistical systems and buying power deliver
good service and immense volumes of products at attractive prices
CHAIN OUTLETS
Having more than one key outlet all across with a single control unit and central
purchasing strategy
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M PRODUCT LINE
Foods
Real
Real Activ
Hommade
Lemoneez
Capsico
Health Care
Baby Care
Dabur Lal Tail
Dabur Baby Olive Oil
Dabur Janma Ghunti
Health Supplements
Dabur Chyawanprash Dabur Glucose D
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Digestives
Hajmola Yumstick
Hajmola Mast Masala
Anardana
Hajmola
Hajmola Candy
Hajmola Candy Fun2
Pudin Hara (Liquid and Pearls)
Pudin Hara G
Dabur Hingoli
Natural Cures
Shilajit Gold
Nature Care Sat Isabgol
Shilajit
Ring Ring
Itch Care
Backaid
Shankha Pushpi Dabur Balm
Sarbyna Strong
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Personal Care
Hair Care Oil
Amla Hair Oil
Amla Lite Hair Oil
Vatika Hair Oil
Anmol Sarson Amla
Hair Care Shampoo
Anmol Silky Black Shampoo
Vatika Henna Conditioning Shampoo
Vatika AntiDandruff Shampoo
Anmol Natural Shine Shampoo
Oral Care
Dabur Red Gel
Dabur Red Toothpaste
Babool Toothpaste
Dabur Lal Dant Manjan
Dabur Binaca
Toothbrush
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Dabur Amongst Top Three Most
Respected FMCG Companies
Dabur Real Bags Gold In Readers
Digest Trusted Brand Awards
Dabur Figures In Top Great PlaceTo Work 2006 List
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Dabur has been ranked
amongst Indias Most
Innovative Companies by
a Business Today-Monitor
Group survey
Hajmola has been ranked
34th in Indiarsquos 100 Most
Valuable Brands list
Hajmola one of the
strongest brands in
Daburs portfolio
has been listed
among the Top 18
Iconic Brands in
India that have
stood the test oftime
Dabur Indiarsquos fruit juice
brand Reacuteal awarded the
Three Dabur brands --
Hajmola Dabur Amla and
Hajmola moves up
11 spots to take the
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Readerrsquos Digest Gold
Trusted Brand Award
2008 in the food amp
beverages category
Vatika -- have debuted in
the Economic Times
Brand Equitys Most
Trusted Brands 2008 list
Besides Dabur Foods has
climbed up to take the
40th spot
34th position
among Indias Top
100 Most Valuable
Brands of 2008
released by 4Ps and
ICMR
Dabur India Ltd has been ranked 28th in the list of Indias Top 50 Most
valuable (Company) Brands by Brand Finance
newu was voted the Most
Admired New Retail
Launch of the year at
Images Retail Awards
Dabur India CEO Mr
Sunil Duggal was named
Best Corporate Leader of
2008 at the BampE
Leadership and Excellence
Dabur India Ltd
was ranked the
Business Leader in
the FMCG -
Personal Care
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Awards Category at the
NDTV Profit
Business
Leadership Award
2008
Dabur India Ltd CEO Mr
Sunil Duggal has been
ranked among Indias
Most valueable CEOs by
Business World
Dabur India Ltd has been listed among the Super
100 of India Inc prepared by Business India
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Dedicated to the health and well being of every household
This is our company We accept personal responsibility and accountability to meet business needs
We all are leaders in our area of responsibility with a deep commitment to deliver results We are determined to be the best at doing what matters most
People are our most important asset We add value through result driven training and we encourage amp reward excellence
We have superior understanding of consumer needs and develop products to fulfill them better
We work together on the principle of mutual trust amp transparency in a boundary-less organisation We are intellectually honest in advocating proposals includingrecognizing risks
Continuous innovation in products amp processes is the basis of our success
We are committed to the achievement of business success with integrity We are honest with consumers with business partners and with each other
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INTRODUCTION OF DABUR CHYWANPRASH
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Dabur Chyawanprash the trusted name for your entire familys health
Dabur Chyawanprash has anti-oxidant properties amp strengthens your bodysinternal defense mechanism the immune system thereby protecting you fromeveryday infections cough cold amp stress etc
At a time when flu and viruses are everywhere your immunity system provides the best prevention from these deadly diseases Chyawanprash a time-tested age-
old formulation has a number of herbs like Amla known to be one of the bestantioxidants Giloy (Guduchi) known to have immuno modulatory properties andhas more than 40 other natural ingredients to boost immunity
Dabur Chyawanprash The Health Giver
Derived from 2500-year-old Ayurvedic formula
Totally chemical-free natural and safe Powerful combination of herbs and plant extracts in a
base of Amla fruit pulp Refined by Dabur to provide traditional goodness with best quality
Reinforces the immune system amp helps fight disease Trusted health provider of a majority of Indian households
Usage
Dabur Chyawanprash has a tangy sweet-sour taste and the consistency of jamIt can be taken directly or with milk and as bread spread In all cases itstherapeutic properties remain stable and active In winters have a glass ofwarm milk after having Chyawanprash In summers have a glass of cold milkafter having Chyawanprash
Dose
1-2 teaspoonful
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STP ANALYSIS OF DABUR CHYAWANPRASH
SEGMENTATION
Dabur Chyawanprash is the market leader in the Chyawanprash segment It
comes under the category of health supplements The segments that it considers
are growing kids competitive youth ever busy housewives and the aged
For the growing kids In todays competitive environment the children are under
high pressure to excel
For the competitive youth Modern life keeps the youth busy and demands them
to be active and efficient
For ever-busy housewives The homemaker needs to be fit in order to shoulder
all responsibilities
For the aged Old age weakens a person physically and mentally
After segmenting the population into these categories it aims to keep them fit
and healthy
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TARGETING
Traditionally chyawanprash was supposed to be a health supplement for the
aged and kids Dabur Chyawanprash (DCP) is now targeting adults housewives
youth and kids This it is trying to achieve through its promotion activities by
making Amitabh Bacchan and Vivek Oberoi do the endorsement act Amitabh
has been projected as a user of Chyawanprash attempting to establish the
relevance of DCP amongst the adults in todayrsquos demanding lifestyle Vivek who
represents an urban ambitious non-user with a mindset that Chyawanprash is not
for him meets his moment of truth when outperformed by a young
Chyawanprash user thus reaching out to kids His final conversion from a non-
user to a Chyawanprash user connects with the Youth These two ads compliment
each other and connect very well with the targeted consumers
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64
POSITIONING
Andar se strongrdquo Dabur chyawanprash has the tag line Andar se strongrdquo By
using a natural language instead of scientific language it is able to connect with
the consumers and is able to achieve a better positioning in the minds of the
Indian health conscious consumer A category like Chyawanprash for instance
needs to understand that in employing the category language it loses any chance
of expressing its own benefit distinctively
Holistic Health benefit of Ayurveda Dabur Chyawanprash helps in stimulating
immune system relieving stress improving stamina fighting aging through anti-
oxidant property improving lung function fighting respiratory infections amp
building resistance to disease The brand conveys this health conscious holistic
view of the product
Brand Trust Over 100 years of Daburrsquos experience in Ayurveda ensures selection
processing and quality control of right herbs along with scientific and clinical
studies ndash makes DCP a trustworthy offering for consumers Consumers view DCP
as a product by a trusted brand and therefore do not need to think twice beforemaking a purchasing decisio
8132019 Making by Th Harsh Pandit
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65
MARKETING MIX OF DABUR CHYAWANPRASH
Dabur Chyawanprash is the market leader in the chyawanprash segment and has
achieved this with its innovative product offering pricing strategy easy
availability and promotion campaigns In the marketing mix of Dabur we shall be
discussing the 4 Ps of marketing mix with respect to Dabur Chyawanprash The
mix shall be analyzed as followed
Product
Price
Place
Promotion
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Product Price Promotion Place
bull Product
Variety
bull Quality
bull Design
bull Features
bull Brand
Names
bull Services
bull List Price
bull Discount
bull Financing
Schemes
bull Credit Terms
bull Advertising amp
Promotion
bull Public Relations
bull Sponsorships
bull Internet
Marketing
bull Channels
bull Location
bull Inventory
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PRODUCT
Dabur Chyawanprash is the leader in the Chyawanprash category
and enjoys a market share of 61 per cent In 50s Dabur pioneered the
concept of branded Chyawanprash and since has invested heavily in
product development clinical studies and consumer awareness The
product is essentially a health supplement
Known as the ldquoelixir of liferdquo Chyawanprash has (clinically) proven benefits in
maintaining smooth body functioning The principal ingredient Amla (Indian
Gooseberry) acts as an anti-oxidant and immuno-stimulant Dabur Chyawanprash
helps in stimulating immune system relieving stress improving stamina fighting
aging through anti-oxidant property improving lung function fighting respiratory
infections amp building resistance to disease It is these properties that make Dabur
Chyawanprash a preferred choice for its users
Ingredients of Dabur Chyawanprash
Vishwast Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts
Special Vishwast fortified with additional health beneficial herbs like
Keshar Akarkara etc
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Packaging
n
The figure above shows the evolution of the packaging of Dabur Chyawanprash
Dabur continuously innovates the package and branding of its chayawanprash It
launched Dabur Chyawanprash first in 1949 in a tin pack and it was the first
branded Chyawanprash in India Later Dabur came out with its new packet of
Chyawanprash with Amitabh Bachchan as their brand ambassador It also
received ldquoBrand Relaunch of the Year ldquoaward from IMA
Available in
Dabur Chyawanprash is available in three sizes to cater to the needs of different
types of people
1 One kilogram pack
2 500 gram pack
3 250 gram pack
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PRICE
The pricing of Dabur chyawanprash is very competitive Dabur chyawanprash uses
second degree price discrimination ie more the quantity lower the price
1kg Rs19500
500gms Rs11000
250gms Rs 6200
PRICEQUALITY MATRIX
Pricerarr
Quality
darr
High Middle Low
High
Luxury
Segment
Ideal For
Penetration
DABUR
CHYAWANPRASH
Premiere
Offering
Middle
Overpriced Average Real
Bargain
Low
Make The Sale
and Run
Unhappy
Customers
Cheap
Goods
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70
PLACE
Dabur has a very wide distribution of its products through 16 million retail outlets
and 50 C amp F agents all over India who distribute products to the retailers Adistribution of C amp F agents and manufacturing locations is given below
Daburrsquos distribution network extends beyond India in the following countries as
well
Distribution Network
Central North amp South America
Australia
Asia
Middle East
North amp South Africa
East amp West Europe
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PROMOTION
The main form of promotional activities of Dabur chyawanprash are concentrated
towards advertising and it has neglible sales promotional activities
Advertising
Nothing can happen without establishing the brandrsquos heritage emphasizing
technological prowess explaining benefits and building bonds with prospective
buyers Ads are necessary because the images are still mouldable and fluid and
the consumerrsquos sophistication level is low Dabur chyawanprash is advertised on
print media as well as on television
The company has launched two ads one each with Amitabh and Vivek in
national electronic media followed by a series of print media campaign directed
towards creating awareness to educate people about the holistic benefits of
ChyawanprashThe ads have been created by McCann Ericsson and the company
would be spending close to Rs 10 crore in promotional campaign this year The
ads would also be translated in Bengali These advertisements are supposed to
target the old and the younger generation respectively
Thecompany has launched a new ad with MS Dhoni who is leader of Indian
cricket team
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SWOT ANALYSIS OF DABUR
STRENGTHS
Strong presence in well defined
niches( like value added Hair Oil and
Ayurveda specialities)
Core knowledge of Ayurveda as
competitive advantage
Strong Brand Image
Product Development Strength
Strong Distribution Network
Extensive Supply Chain
IT Initiatives
R amp D ndash a key strength
WEAKNESS
Seasonal Demand( like
chyawanprash in winter and Vatika not
in winter)
Low Penetration(Chyawanprash)
High price(Vatika)
Limited differentiation (Vatika)
Unbranded players account for
the 23rd of the total market(Vatika)
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OPPORTUNITIES
Untapped
Market(Chyawanprash)
Market Development
Export opportunities
Innovation
Increasing income level of the
middle class Creating additional consumption
pattern
THREATS
Existing Competition( like
Himani baidyanath and Zandu for
Dabur Chyawanprash and MaricoKeo
Karpin HLL and Bajaj for Vatika Hair Oil)
New Entrants
Threat from substitutes (like
Bryllcream for Vatika hair oil)
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OBJECTIVE OF THE STUDY
The major objective of the survey is to collect the data from outlets in the
specified areas where cold drinks are to be sold
To make an assessment of availability of several brands of dabur in
different packs and size in the specified areas
To make an assessment of market presence program of the dabur
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Research Methodology
Data collection
Sample unit
1) working people (including men amp women) amp housewife
2) college students
3) school students
4) senior citizens
5) Retailer
Sample size
1 working people amp housewife 30
2 college students 25
3 school students 20
4 senior citizens 15
5 Retailer 10
Sampling techniques
Judgmental sampling techniques used
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Sampling region
Sampling region will be DELHI in rural area
Data collection method
1 Primary data It will be collected with the help of a self administered
questionnaire
2 Secondary data it will be collected with the help of books research
papers magazines news papers journals internet etc
3
Research instruments
Questionnaire design
As the questionnaire is self administrated one the survey will be simple and user
friendly Words used in questionnaire will be readily understandable to all
respondent Also technical jargons will be avoided to ensure that there is no
confusion for respondents
Data Analysis - Data analysis will be done with the help of MS Excel and SPSS
Software
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DATA ANALYSIS
DABUR CHYAWANPRASH
1 AWARNESS LEVEL
I
NTERPRETATION-
According to serveyAll person are know the dabur100 person of dabur65
person kmow the Baidyanathamp Dabur 40 people of HimaniBaidyanath and
Dabur 60 person of ZanduHimaniBaidyanath and Dabur
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2 PREFERRED BRAND
INTERPRETATION-
According to servey60 person are preferred dabur product 15 person are
preferred Baidynath product 15 person are preferred Himani product 10 person
are preferred Zandu
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3SATISFACTION LEVEL
INTERPRETATION-
According to servey100 satisfaction level of dabur product 80 satisfaction level
of Baidynath product 80 satisfaction level of Himani product
60 satisfaction level of Zandu product
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4 REASONS FOR SELECTING A PARTICULAR BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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5HOW DID YOU COME TO KNOW ABOUT THIS BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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6 PREFERRED PACK SIZE
INTERPRETATION-
According to servey50 person are preferred 500gm product 30 person are
preferred 1kg product 20 person are preferred 250gm product
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8 REASON TO SELECT PREFERRED PACK SIZE
INTERPRETATION-
According to servey20 person are select product of itrsquos availability pack size
40 person are select product of itrsquos price pack size 25 person are select
product of itrsquos family pack size 15 person are select product of itrsquos storage
pack size
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9 FREQUENCY OF
PURCHASE
INTERPRETATION-
According to servey30 People are purchase product after one month 55
People are purchase product after two months 15 People are purchase
product after six months
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COMPETITOR ANALYSIS
The key competitorrsquos of Dabur in the Chyawanprash segment are Baidyanath
Zandu and Himani which together with Dabur have about 85 of Indias domestic
market
Dabur is Indias largest Ayurvedic medicine supplier and the fourth largest
producer of FMCG It was established in 1884 and had grown to a business level
in 2003 of about 650 million dollars per year though only a fraction of that is
involved with Ayurvedic medicine Dabur Chyawanprash (herbal honey) has a
market share of 61We have tried to analyse the competition for Dabur in the
Chyawanprash segment as follows
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The Himani Group
It founded in 1974 provides a diverse range of products doing 110 million dollars
of business annually though only a portion is involved with Ayurvedic products
through its Himani line the company is mainly involved with toiletries and
cosmetics but also provides Chyawanprash and other health productsIts market
share is 12
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CONCLUSIONS
The Chyawanprash Industry is yet to capture the beverage market in full swing Packed Chyawanprash
followed by Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts the market The consumerrsquos patriotic love for tea and coffee is unfared
Chyawanprash are yet to establish their supplement use in the average household here in lies the great
opportunities Within the market it is safe to conclude that dabur has hit off ratherwell with the
masses
dabur has clearly lost it head start advantage and thereby acquiring just 35 of the market share while
others enjoys rest of the market share This could be well attributed to dabor successful ATA
(Availability Taste and Affordability) marketing module the attributes most rated by the consumersLack of publicity has hampered the growth progress of the brand so aggressive advertising is needed to
promote Chyawanprash and vatika hair oil brand
The brands such as that of Chyawanprash by vednath Chyawanprash with its lsquosonacahndi lsquoMinute-
madersquo and also US food giantssDel Monte are ready to hit the Chyawanprash market very soon
As the strategies of the companies keeps on changing be it in Chyawanprash industry a company has
to create perceptions and cover them into realities It is an expensive proposition requiring huge
expenditure on advertising sponsorships and media Thus the ideal company will be the one which
combines the high end technology with consumer insight
As 16 of the excise duty is exempted on food products in this budget Many food companies including
Dabur got benefited from it On the analysis of survey it was found that target Market of Chyawanprash
want quality benefit rather then Price benefit so it is better to stress on quality rather than on
decreasing price to increase sales and profit
To increase market share Dabur should give slight price benefit on Dabur brand so that customers of
other Juice brand should switch from other brand to Dabur brand
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Findings
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey100 satisfaction level of dabur product 80 satisfaction level of
Baidynath product 80 satisfaction level of Himani product 60 satisfaction level of
Zandu product
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis According to servey50 person are preferred 500gm
product 30 person are preferred 1kg product 20 person are preferred 250gm
product
According to servey20 person are select product of itrsquos availability pack size 40
person are select product of itrsquos price pack size 25 person are select product of itrsquos
family pack size 15 person are select product of itrsquos storage pack size
According to servey30 People are purchase product after one month 55 People are
purchase product after two months 15 People are purchase product after six months
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LIMITATIONS
No study is free from limitations The limitations of this study can be
Sample size taken is small and may not be sufficient to predict theresults with 100 accuracy
The result is based on primary and secondary data that has itrsquos own limitations
The study only covers the area of Delhi that may not beapplicable to other areas
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RECOMMENDATIONS
Focus on growing core brands across categories
Reaching out to new geographies within Hapur area
Improve operational efficiencies by leveraging technology
Be the preferred company to meet the health and personal grooming needs of
our target consumers with safe efficacious natural solutions by synthesizing the
deep knowledge of ayurveda and herbs with modern science
Provide consumers with innovative products within easy reach
Vatika hair care centre On the lines of Maricorsquos Kaya Skin Clinic Dabur
could start a venture called Vatika hair care centre which would provide total hair
care solutions It could have hair care experts to solve hair problemsServices could
include dandruff treatment straightening of hair treatment for split endsetc
Position Dabur Chyawanprash as not more of a medicine but as something
which is necessary for health
More initiatives like ldquo Dabur ki Deewarrdquo to increase brand visibility It is an
initiative to occupy shelf space
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BIBLIOGRAPHY
Books
Marketing Management Twelfth Edition ndash Philip Kotler amp Kevin Lane Keller
Websites
wwwgooglecom
wwwdaburcom
wwwtutor2unet
wwwbrandchannelcom
The time of india
Forbs magazing
Hinustan time
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YES NO
7Which pack size do you prefer
YES NO
8On what parameters do you choose this pack size
YES NO
9 how do u increase the company position
YES NO
10 how you increase your company position in market agains other company
YES NO
![Page 48: Making by Th Harsh Pandit](https://reader033.vdocuments.mx/reader033/viewer/2022052406/577cd3191a28ab9e7896af7d/html5/thumbnails/48.jpg)
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STOCKIEST OR DISTRIBUTORS
Stockiest store the products in their godowns CampFA supplies the goods to
them as per their order
Stockiest has some sales men working under him they are known as
stockiest sales man Their work is to place the products in the market and
take order from retailers and then supply goods to them
Sales man either take ready stock with them or they first take orders and
then supply goods later on
There is a beat which is a schedule route of sales man means sales man has
to daily cover the route as mention in the beat
Merchandising making products visible pasting posters putting banners
and seeing that goods are properly placed in the retail outlets is also the duty
of stockiest sales man
Companiesrsquo sales officer keeps a check on the stockiest and monthly report
is also prepared which is further analyzed by ASM amp ZSM
In Noida Dabur has 1 stockist and in Ghaziabad 1
RETAILERS
Retailers are backbone of the company as they are the one who can take the
product on new heights or can bring it down to toes
Stockiest supplies goods to retailers and tries Persuading retailers to give the
brand special displays (using merchandising tools) to get affective brand
presence and arranging it in more noticeable manner
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Classification of outlets in different type of markets is different according to
their sales volume
TYPES OF RETAILS OUTLETS
Class Average Monthly Business
A Above 10000
B 5000-10000
C Upto 5000
Margin of retailers is always higher than stockiest
Retailers are the one who have direct contact with the customers
Dabur Foods has a distribution network that covers 175 towns and 75
thousand retail outlets making its product available to the consumers across
the country at ease
TYPES OF RETAIL MARKET
The retail market can be classified on the basis of magnitude of retail
SCATTERED MARKET
Lesser no of outlets and
Extensive outlets
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50
BLOCK MARKET
Large no of retail outlets in chunk
SUPER MARKET
Through their superior information logistical systems and buying power deliver
good service and immense volumes of products at attractive prices
CHAIN OUTLETS
Having more than one key outlet all across with a single control unit and central
purchasing strategy
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M PRODUCT LINE
Foods
Real
Real Activ
Hommade
Lemoneez
Capsico
Health Care
Baby Care
Dabur Lal Tail
Dabur Baby Olive Oil
Dabur Janma Ghunti
Health Supplements
Dabur Chyawanprash Dabur Glucose D
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Digestives
Hajmola Yumstick
Hajmola Mast Masala
Anardana
Hajmola
Hajmola Candy
Hajmola Candy Fun2
Pudin Hara (Liquid and Pearls)
Pudin Hara G
Dabur Hingoli
Natural Cures
Shilajit Gold
Nature Care Sat Isabgol
Shilajit
Ring Ring
Itch Care
Backaid
Shankha Pushpi Dabur Balm
Sarbyna Strong
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Personal Care
Hair Care Oil
Amla Hair Oil
Amla Lite Hair Oil
Vatika Hair Oil
Anmol Sarson Amla
Hair Care Shampoo
Anmol Silky Black Shampoo
Vatika Henna Conditioning Shampoo
Vatika AntiDandruff Shampoo
Anmol Natural Shine Shampoo
Oral Care
Dabur Red Gel
Dabur Red Toothpaste
Babool Toothpaste
Dabur Lal Dant Manjan
Dabur Binaca
Toothbrush
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Dabur Amongst Top Three Most
Respected FMCG Companies
Dabur Real Bags Gold In Readers
Digest Trusted Brand Awards
Dabur Figures In Top Great PlaceTo Work 2006 List
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Dabur has been ranked
amongst Indias Most
Innovative Companies by
a Business Today-Monitor
Group survey
Hajmola has been ranked
34th in Indiarsquos 100 Most
Valuable Brands list
Hajmola one of the
strongest brands in
Daburs portfolio
has been listed
among the Top 18
Iconic Brands in
India that have
stood the test oftime
Dabur Indiarsquos fruit juice
brand Reacuteal awarded the
Three Dabur brands --
Hajmola Dabur Amla and
Hajmola moves up
11 spots to take the
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Readerrsquos Digest Gold
Trusted Brand Award
2008 in the food amp
beverages category
Vatika -- have debuted in
the Economic Times
Brand Equitys Most
Trusted Brands 2008 list
Besides Dabur Foods has
climbed up to take the
40th spot
34th position
among Indias Top
100 Most Valuable
Brands of 2008
released by 4Ps and
ICMR
Dabur India Ltd has been ranked 28th in the list of Indias Top 50 Most
valuable (Company) Brands by Brand Finance
newu was voted the Most
Admired New Retail
Launch of the year at
Images Retail Awards
Dabur India CEO Mr
Sunil Duggal was named
Best Corporate Leader of
2008 at the BampE
Leadership and Excellence
Dabur India Ltd
was ranked the
Business Leader in
the FMCG -
Personal Care
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Awards Category at the
NDTV Profit
Business
Leadership Award
2008
Dabur India Ltd CEO Mr
Sunil Duggal has been
ranked among Indias
Most valueable CEOs by
Business World
Dabur India Ltd has been listed among the Super
100 of India Inc prepared by Business India
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Dedicated to the health and well being of every household
This is our company We accept personal responsibility and accountability to meet business needs
We all are leaders in our area of responsibility with a deep commitment to deliver results We are determined to be the best at doing what matters most
People are our most important asset We add value through result driven training and we encourage amp reward excellence
We have superior understanding of consumer needs and develop products to fulfill them better
We work together on the principle of mutual trust amp transparency in a boundary-less organisation We are intellectually honest in advocating proposals includingrecognizing risks
Continuous innovation in products amp processes is the basis of our success
We are committed to the achievement of business success with integrity We are honest with consumers with business partners and with each other
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INTRODUCTION OF DABUR CHYWANPRASH
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Dabur Chyawanprash the trusted name for your entire familys health
Dabur Chyawanprash has anti-oxidant properties amp strengthens your bodysinternal defense mechanism the immune system thereby protecting you fromeveryday infections cough cold amp stress etc
At a time when flu and viruses are everywhere your immunity system provides the best prevention from these deadly diseases Chyawanprash a time-tested age-
old formulation has a number of herbs like Amla known to be one of the bestantioxidants Giloy (Guduchi) known to have immuno modulatory properties andhas more than 40 other natural ingredients to boost immunity
Dabur Chyawanprash The Health Giver
Derived from 2500-year-old Ayurvedic formula
Totally chemical-free natural and safe Powerful combination of herbs and plant extracts in a
base of Amla fruit pulp Refined by Dabur to provide traditional goodness with best quality
Reinforces the immune system amp helps fight disease Trusted health provider of a majority of Indian households
Usage
Dabur Chyawanprash has a tangy sweet-sour taste and the consistency of jamIt can be taken directly or with milk and as bread spread In all cases itstherapeutic properties remain stable and active In winters have a glass ofwarm milk after having Chyawanprash In summers have a glass of cold milkafter having Chyawanprash
Dose
1-2 teaspoonful
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STP ANALYSIS OF DABUR CHYAWANPRASH
SEGMENTATION
Dabur Chyawanprash is the market leader in the Chyawanprash segment It
comes under the category of health supplements The segments that it considers
are growing kids competitive youth ever busy housewives and the aged
For the growing kids In todays competitive environment the children are under
high pressure to excel
For the competitive youth Modern life keeps the youth busy and demands them
to be active and efficient
For ever-busy housewives The homemaker needs to be fit in order to shoulder
all responsibilities
For the aged Old age weakens a person physically and mentally
After segmenting the population into these categories it aims to keep them fit
and healthy
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TARGETING
Traditionally chyawanprash was supposed to be a health supplement for the
aged and kids Dabur Chyawanprash (DCP) is now targeting adults housewives
youth and kids This it is trying to achieve through its promotion activities by
making Amitabh Bacchan and Vivek Oberoi do the endorsement act Amitabh
has been projected as a user of Chyawanprash attempting to establish the
relevance of DCP amongst the adults in todayrsquos demanding lifestyle Vivek who
represents an urban ambitious non-user with a mindset that Chyawanprash is not
for him meets his moment of truth when outperformed by a young
Chyawanprash user thus reaching out to kids His final conversion from a non-
user to a Chyawanprash user connects with the Youth These two ads compliment
each other and connect very well with the targeted consumers
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POSITIONING
Andar se strongrdquo Dabur chyawanprash has the tag line Andar se strongrdquo By
using a natural language instead of scientific language it is able to connect with
the consumers and is able to achieve a better positioning in the minds of the
Indian health conscious consumer A category like Chyawanprash for instance
needs to understand that in employing the category language it loses any chance
of expressing its own benefit distinctively
Holistic Health benefit of Ayurveda Dabur Chyawanprash helps in stimulating
immune system relieving stress improving stamina fighting aging through anti-
oxidant property improving lung function fighting respiratory infections amp
building resistance to disease The brand conveys this health conscious holistic
view of the product
Brand Trust Over 100 years of Daburrsquos experience in Ayurveda ensures selection
processing and quality control of right herbs along with scientific and clinical
studies ndash makes DCP a trustworthy offering for consumers Consumers view DCP
as a product by a trusted brand and therefore do not need to think twice beforemaking a purchasing decisio
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MARKETING MIX OF DABUR CHYAWANPRASH
Dabur Chyawanprash is the market leader in the chyawanprash segment and has
achieved this with its innovative product offering pricing strategy easy
availability and promotion campaigns In the marketing mix of Dabur we shall be
discussing the 4 Ps of marketing mix with respect to Dabur Chyawanprash The
mix shall be analyzed as followed
Product
Price
Place
Promotion
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Product Price Promotion Place
bull Product
Variety
bull Quality
bull Design
bull Features
bull Brand
Names
bull Services
bull List Price
bull Discount
bull Financing
Schemes
bull Credit Terms
bull Advertising amp
Promotion
bull Public Relations
bull Sponsorships
bull Internet
Marketing
bull Channels
bull Location
bull Inventory
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PRODUCT
Dabur Chyawanprash is the leader in the Chyawanprash category
and enjoys a market share of 61 per cent In 50s Dabur pioneered the
concept of branded Chyawanprash and since has invested heavily in
product development clinical studies and consumer awareness The
product is essentially a health supplement
Known as the ldquoelixir of liferdquo Chyawanprash has (clinically) proven benefits in
maintaining smooth body functioning The principal ingredient Amla (Indian
Gooseberry) acts as an anti-oxidant and immuno-stimulant Dabur Chyawanprash
helps in stimulating immune system relieving stress improving stamina fighting
aging through anti-oxidant property improving lung function fighting respiratory
infections amp building resistance to disease It is these properties that make Dabur
Chyawanprash a preferred choice for its users
Ingredients of Dabur Chyawanprash
Vishwast Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts
Special Vishwast fortified with additional health beneficial herbs like
Keshar Akarkara etc
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Packaging
n
The figure above shows the evolution of the packaging of Dabur Chyawanprash
Dabur continuously innovates the package and branding of its chayawanprash It
launched Dabur Chyawanprash first in 1949 in a tin pack and it was the first
branded Chyawanprash in India Later Dabur came out with its new packet of
Chyawanprash with Amitabh Bachchan as their brand ambassador It also
received ldquoBrand Relaunch of the Year ldquoaward from IMA
Available in
Dabur Chyawanprash is available in three sizes to cater to the needs of different
types of people
1 One kilogram pack
2 500 gram pack
3 250 gram pack
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PRICE
The pricing of Dabur chyawanprash is very competitive Dabur chyawanprash uses
second degree price discrimination ie more the quantity lower the price
1kg Rs19500
500gms Rs11000
250gms Rs 6200
PRICEQUALITY MATRIX
Pricerarr
Quality
darr
High Middle Low
High
Luxury
Segment
Ideal For
Penetration
DABUR
CHYAWANPRASH
Premiere
Offering
Middle
Overpriced Average Real
Bargain
Low
Make The Sale
and Run
Unhappy
Customers
Cheap
Goods
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70
PLACE
Dabur has a very wide distribution of its products through 16 million retail outlets
and 50 C amp F agents all over India who distribute products to the retailers Adistribution of C amp F agents and manufacturing locations is given below
Daburrsquos distribution network extends beyond India in the following countries as
well
Distribution Network
Central North amp South America
Australia
Asia
Middle East
North amp South Africa
East amp West Europe
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PROMOTION
The main form of promotional activities of Dabur chyawanprash are concentrated
towards advertising and it has neglible sales promotional activities
Advertising
Nothing can happen without establishing the brandrsquos heritage emphasizing
technological prowess explaining benefits and building bonds with prospective
buyers Ads are necessary because the images are still mouldable and fluid and
the consumerrsquos sophistication level is low Dabur chyawanprash is advertised on
print media as well as on television
The company has launched two ads one each with Amitabh and Vivek in
national electronic media followed by a series of print media campaign directed
towards creating awareness to educate people about the holistic benefits of
ChyawanprashThe ads have been created by McCann Ericsson and the company
would be spending close to Rs 10 crore in promotional campaign this year The
ads would also be translated in Bengali These advertisements are supposed to
target the old and the younger generation respectively
Thecompany has launched a new ad with MS Dhoni who is leader of Indian
cricket team
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SWOT ANALYSIS OF DABUR
STRENGTHS
Strong presence in well defined
niches( like value added Hair Oil and
Ayurveda specialities)
Core knowledge of Ayurveda as
competitive advantage
Strong Brand Image
Product Development Strength
Strong Distribution Network
Extensive Supply Chain
IT Initiatives
R amp D ndash a key strength
WEAKNESS
Seasonal Demand( like
chyawanprash in winter and Vatika not
in winter)
Low Penetration(Chyawanprash)
High price(Vatika)
Limited differentiation (Vatika)
Unbranded players account for
the 23rd of the total market(Vatika)
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OPPORTUNITIES
Untapped
Market(Chyawanprash)
Market Development
Export opportunities
Innovation
Increasing income level of the
middle class Creating additional consumption
pattern
THREATS
Existing Competition( like
Himani baidyanath and Zandu for
Dabur Chyawanprash and MaricoKeo
Karpin HLL and Bajaj for Vatika Hair Oil)
New Entrants
Threat from substitutes (like
Bryllcream for Vatika hair oil)
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OBJECTIVE OF THE STUDY
The major objective of the survey is to collect the data from outlets in the
specified areas where cold drinks are to be sold
To make an assessment of availability of several brands of dabur in
different packs and size in the specified areas
To make an assessment of market presence program of the dabur
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Research Methodology
Data collection
Sample unit
1) working people (including men amp women) amp housewife
2) college students
3) school students
4) senior citizens
5) Retailer
Sample size
1 working people amp housewife 30
2 college students 25
3 school students 20
4 senior citizens 15
5 Retailer 10
Sampling techniques
Judgmental sampling techniques used
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Sampling region
Sampling region will be DELHI in rural area
Data collection method
1 Primary data It will be collected with the help of a self administered
questionnaire
2 Secondary data it will be collected with the help of books research
papers magazines news papers journals internet etc
3
Research instruments
Questionnaire design
As the questionnaire is self administrated one the survey will be simple and user
friendly Words used in questionnaire will be readily understandable to all
respondent Also technical jargons will be avoided to ensure that there is no
confusion for respondents
Data Analysis - Data analysis will be done with the help of MS Excel and SPSS
Software
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DATA ANALYSIS
DABUR CHYAWANPRASH
1 AWARNESS LEVEL
I
NTERPRETATION-
According to serveyAll person are know the dabur100 person of dabur65
person kmow the Baidyanathamp Dabur 40 people of HimaniBaidyanath and
Dabur 60 person of ZanduHimaniBaidyanath and Dabur
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2 PREFERRED BRAND
INTERPRETATION-
According to servey60 person are preferred dabur product 15 person are
preferred Baidynath product 15 person are preferred Himani product 10 person
are preferred Zandu
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3SATISFACTION LEVEL
INTERPRETATION-
According to servey100 satisfaction level of dabur product 80 satisfaction level
of Baidynath product 80 satisfaction level of Himani product
60 satisfaction level of Zandu product
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4 REASONS FOR SELECTING A PARTICULAR BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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5HOW DID YOU COME TO KNOW ABOUT THIS BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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6 PREFERRED PACK SIZE
INTERPRETATION-
According to servey50 person are preferred 500gm product 30 person are
preferred 1kg product 20 person are preferred 250gm product
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8 REASON TO SELECT PREFERRED PACK SIZE
INTERPRETATION-
According to servey20 person are select product of itrsquos availability pack size
40 person are select product of itrsquos price pack size 25 person are select
product of itrsquos family pack size 15 person are select product of itrsquos storage
pack size
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9 FREQUENCY OF
PURCHASE
INTERPRETATION-
According to servey30 People are purchase product after one month 55
People are purchase product after two months 15 People are purchase
product after six months
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COMPETITOR ANALYSIS
The key competitorrsquos of Dabur in the Chyawanprash segment are Baidyanath
Zandu and Himani which together with Dabur have about 85 of Indias domestic
market
Dabur is Indias largest Ayurvedic medicine supplier and the fourth largest
producer of FMCG It was established in 1884 and had grown to a business level
in 2003 of about 650 million dollars per year though only a fraction of that is
involved with Ayurvedic medicine Dabur Chyawanprash (herbal honey) has a
market share of 61We have tried to analyse the competition for Dabur in the
Chyawanprash segment as follows
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The Himani Group
It founded in 1974 provides a diverse range of products doing 110 million dollars
of business annually though only a portion is involved with Ayurvedic products
through its Himani line the company is mainly involved with toiletries and
cosmetics but also provides Chyawanprash and other health productsIts market
share is 12
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CONCLUSIONS
The Chyawanprash Industry is yet to capture the beverage market in full swing Packed Chyawanprash
followed by Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts the market The consumerrsquos patriotic love for tea and coffee is unfared
Chyawanprash are yet to establish their supplement use in the average household here in lies the great
opportunities Within the market it is safe to conclude that dabur has hit off ratherwell with the
masses
dabur has clearly lost it head start advantage and thereby acquiring just 35 of the market share while
others enjoys rest of the market share This could be well attributed to dabor successful ATA
(Availability Taste and Affordability) marketing module the attributes most rated by the consumersLack of publicity has hampered the growth progress of the brand so aggressive advertising is needed to
promote Chyawanprash and vatika hair oil brand
The brands such as that of Chyawanprash by vednath Chyawanprash with its lsquosonacahndi lsquoMinute-
madersquo and also US food giantssDel Monte are ready to hit the Chyawanprash market very soon
As the strategies of the companies keeps on changing be it in Chyawanprash industry a company has
to create perceptions and cover them into realities It is an expensive proposition requiring huge
expenditure on advertising sponsorships and media Thus the ideal company will be the one which
combines the high end technology with consumer insight
As 16 of the excise duty is exempted on food products in this budget Many food companies including
Dabur got benefited from it On the analysis of survey it was found that target Market of Chyawanprash
want quality benefit rather then Price benefit so it is better to stress on quality rather than on
decreasing price to increase sales and profit
To increase market share Dabur should give slight price benefit on Dabur brand so that customers of
other Juice brand should switch from other brand to Dabur brand
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Findings
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey100 satisfaction level of dabur product 80 satisfaction level of
Baidynath product 80 satisfaction level of Himani product 60 satisfaction level of
Zandu product
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis According to servey50 person are preferred 500gm
product 30 person are preferred 1kg product 20 person are preferred 250gm
product
According to servey20 person are select product of itrsquos availability pack size 40
person are select product of itrsquos price pack size 25 person are select product of itrsquos
family pack size 15 person are select product of itrsquos storage pack size
According to servey30 People are purchase product after one month 55 People are
purchase product after two months 15 People are purchase product after six months
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LIMITATIONS
No study is free from limitations The limitations of this study can be
Sample size taken is small and may not be sufficient to predict theresults with 100 accuracy
The result is based on primary and secondary data that has itrsquos own limitations
The study only covers the area of Delhi that may not beapplicable to other areas
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RECOMMENDATIONS
Focus on growing core brands across categories
Reaching out to new geographies within Hapur area
Improve operational efficiencies by leveraging technology
Be the preferred company to meet the health and personal grooming needs of
our target consumers with safe efficacious natural solutions by synthesizing the
deep knowledge of ayurveda and herbs with modern science
Provide consumers with innovative products within easy reach
Vatika hair care centre On the lines of Maricorsquos Kaya Skin Clinic Dabur
could start a venture called Vatika hair care centre which would provide total hair
care solutions It could have hair care experts to solve hair problemsServices could
include dandruff treatment straightening of hair treatment for split endsetc
Position Dabur Chyawanprash as not more of a medicine but as something
which is necessary for health
More initiatives like ldquo Dabur ki Deewarrdquo to increase brand visibility It is an
initiative to occupy shelf space
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BIBLIOGRAPHY
Books
Marketing Management Twelfth Edition ndash Philip Kotler amp Kevin Lane Keller
Websites
wwwgooglecom
wwwdaburcom
wwwtutor2unet
wwwbrandchannelcom
The time of india
Forbs magazing
Hinustan time
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YES NO
7Which pack size do you prefer
YES NO
8On what parameters do you choose this pack size
YES NO
9 how do u increase the company position
YES NO
10 how you increase your company position in market agains other company
YES NO
![Page 49: Making by Th Harsh Pandit](https://reader033.vdocuments.mx/reader033/viewer/2022052406/577cd3191a28ab9e7896af7d/html5/thumbnails/49.jpg)
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49
Classification of outlets in different type of markets is different according to
their sales volume
TYPES OF RETAILS OUTLETS
Class Average Monthly Business
A Above 10000
B 5000-10000
C Upto 5000
Margin of retailers is always higher than stockiest
Retailers are the one who have direct contact with the customers
Dabur Foods has a distribution network that covers 175 towns and 75
thousand retail outlets making its product available to the consumers across
the country at ease
TYPES OF RETAIL MARKET
The retail market can be classified on the basis of magnitude of retail
SCATTERED MARKET
Lesser no of outlets and
Extensive outlets
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50
BLOCK MARKET
Large no of retail outlets in chunk
SUPER MARKET
Through their superior information logistical systems and buying power deliver
good service and immense volumes of products at attractive prices
CHAIN OUTLETS
Having more than one key outlet all across with a single control unit and central
purchasing strategy
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51
M PRODUCT LINE
Foods
Real
Real Activ
Hommade
Lemoneez
Capsico
Health Care
Baby Care
Dabur Lal Tail
Dabur Baby Olive Oil
Dabur Janma Ghunti
Health Supplements
Dabur Chyawanprash Dabur Glucose D
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Digestives
Hajmola Yumstick
Hajmola Mast Masala
Anardana
Hajmola
Hajmola Candy
Hajmola Candy Fun2
Pudin Hara (Liquid and Pearls)
Pudin Hara G
Dabur Hingoli
Natural Cures
Shilajit Gold
Nature Care Sat Isabgol
Shilajit
Ring Ring
Itch Care
Backaid
Shankha Pushpi Dabur Balm
Sarbyna Strong
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53
Personal Care
Hair Care Oil
Amla Hair Oil
Amla Lite Hair Oil
Vatika Hair Oil
Anmol Sarson Amla
Hair Care Shampoo
Anmol Silky Black Shampoo
Vatika Henna Conditioning Shampoo
Vatika AntiDandruff Shampoo
Anmol Natural Shine Shampoo
Oral Care
Dabur Red Gel
Dabur Red Toothpaste
Babool Toothpaste
Dabur Lal Dant Manjan
Dabur Binaca
Toothbrush
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Dabur Amongst Top Three Most
Respected FMCG Companies
Dabur Real Bags Gold In Readers
Digest Trusted Brand Awards
Dabur Figures In Top Great PlaceTo Work 2006 List
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Dabur has been ranked
amongst Indias Most
Innovative Companies by
a Business Today-Monitor
Group survey
Hajmola has been ranked
34th in Indiarsquos 100 Most
Valuable Brands list
Hajmola one of the
strongest brands in
Daburs portfolio
has been listed
among the Top 18
Iconic Brands in
India that have
stood the test oftime
Dabur Indiarsquos fruit juice
brand Reacuteal awarded the
Three Dabur brands --
Hajmola Dabur Amla and
Hajmola moves up
11 spots to take the
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Readerrsquos Digest Gold
Trusted Brand Award
2008 in the food amp
beverages category
Vatika -- have debuted in
the Economic Times
Brand Equitys Most
Trusted Brands 2008 list
Besides Dabur Foods has
climbed up to take the
40th spot
34th position
among Indias Top
100 Most Valuable
Brands of 2008
released by 4Ps and
ICMR
Dabur India Ltd has been ranked 28th in the list of Indias Top 50 Most
valuable (Company) Brands by Brand Finance
newu was voted the Most
Admired New Retail
Launch of the year at
Images Retail Awards
Dabur India CEO Mr
Sunil Duggal was named
Best Corporate Leader of
2008 at the BampE
Leadership and Excellence
Dabur India Ltd
was ranked the
Business Leader in
the FMCG -
Personal Care
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Awards Category at the
NDTV Profit
Business
Leadership Award
2008
Dabur India Ltd CEO Mr
Sunil Duggal has been
ranked among Indias
Most valueable CEOs by
Business World
Dabur India Ltd has been listed among the Super
100 of India Inc prepared by Business India
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59
Dedicated to the health and well being of every household
This is our company We accept personal responsibility and accountability to meet business needs
We all are leaders in our area of responsibility with a deep commitment to deliver results We are determined to be the best at doing what matters most
People are our most important asset We add value through result driven training and we encourage amp reward excellence
We have superior understanding of consumer needs and develop products to fulfill them better
We work together on the principle of mutual trust amp transparency in a boundary-less organisation We are intellectually honest in advocating proposals includingrecognizing risks
Continuous innovation in products amp processes is the basis of our success
We are committed to the achievement of business success with integrity We are honest with consumers with business partners and with each other
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INTRODUCTION OF DABUR CHYWANPRASH
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Dabur Chyawanprash the trusted name for your entire familys health
Dabur Chyawanprash has anti-oxidant properties amp strengthens your bodysinternal defense mechanism the immune system thereby protecting you fromeveryday infections cough cold amp stress etc
At a time when flu and viruses are everywhere your immunity system provides the best prevention from these deadly diseases Chyawanprash a time-tested age-
old formulation has a number of herbs like Amla known to be one of the bestantioxidants Giloy (Guduchi) known to have immuno modulatory properties andhas more than 40 other natural ingredients to boost immunity
Dabur Chyawanprash The Health Giver
Derived from 2500-year-old Ayurvedic formula
Totally chemical-free natural and safe Powerful combination of herbs and plant extracts in a
base of Amla fruit pulp Refined by Dabur to provide traditional goodness with best quality
Reinforces the immune system amp helps fight disease Trusted health provider of a majority of Indian households
Usage
Dabur Chyawanprash has a tangy sweet-sour taste and the consistency of jamIt can be taken directly or with milk and as bread spread In all cases itstherapeutic properties remain stable and active In winters have a glass ofwarm milk after having Chyawanprash In summers have a glass of cold milkafter having Chyawanprash
Dose
1-2 teaspoonful
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STP ANALYSIS OF DABUR CHYAWANPRASH
SEGMENTATION
Dabur Chyawanprash is the market leader in the Chyawanprash segment It
comes under the category of health supplements The segments that it considers
are growing kids competitive youth ever busy housewives and the aged
For the growing kids In todays competitive environment the children are under
high pressure to excel
For the competitive youth Modern life keeps the youth busy and demands them
to be active and efficient
For ever-busy housewives The homemaker needs to be fit in order to shoulder
all responsibilities
For the aged Old age weakens a person physically and mentally
After segmenting the population into these categories it aims to keep them fit
and healthy
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TARGETING
Traditionally chyawanprash was supposed to be a health supplement for the
aged and kids Dabur Chyawanprash (DCP) is now targeting adults housewives
youth and kids This it is trying to achieve through its promotion activities by
making Amitabh Bacchan and Vivek Oberoi do the endorsement act Amitabh
has been projected as a user of Chyawanprash attempting to establish the
relevance of DCP amongst the adults in todayrsquos demanding lifestyle Vivek who
represents an urban ambitious non-user with a mindset that Chyawanprash is not
for him meets his moment of truth when outperformed by a young
Chyawanprash user thus reaching out to kids His final conversion from a non-
user to a Chyawanprash user connects with the Youth These two ads compliment
each other and connect very well with the targeted consumers
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64
POSITIONING
Andar se strongrdquo Dabur chyawanprash has the tag line Andar se strongrdquo By
using a natural language instead of scientific language it is able to connect with
the consumers and is able to achieve a better positioning in the minds of the
Indian health conscious consumer A category like Chyawanprash for instance
needs to understand that in employing the category language it loses any chance
of expressing its own benefit distinctively
Holistic Health benefit of Ayurveda Dabur Chyawanprash helps in stimulating
immune system relieving stress improving stamina fighting aging through anti-
oxidant property improving lung function fighting respiratory infections amp
building resistance to disease The brand conveys this health conscious holistic
view of the product
Brand Trust Over 100 years of Daburrsquos experience in Ayurveda ensures selection
processing and quality control of right herbs along with scientific and clinical
studies ndash makes DCP a trustworthy offering for consumers Consumers view DCP
as a product by a trusted brand and therefore do not need to think twice beforemaking a purchasing decisio
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MARKETING MIX OF DABUR CHYAWANPRASH
Dabur Chyawanprash is the market leader in the chyawanprash segment and has
achieved this with its innovative product offering pricing strategy easy
availability and promotion campaigns In the marketing mix of Dabur we shall be
discussing the 4 Ps of marketing mix with respect to Dabur Chyawanprash The
mix shall be analyzed as followed
Product
Price
Place
Promotion
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Product Price Promotion Place
bull Product
Variety
bull Quality
bull Design
bull Features
bull Brand
Names
bull Services
bull List Price
bull Discount
bull Financing
Schemes
bull Credit Terms
bull Advertising amp
Promotion
bull Public Relations
bull Sponsorships
bull Internet
Marketing
bull Channels
bull Location
bull Inventory
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PRODUCT
Dabur Chyawanprash is the leader in the Chyawanprash category
and enjoys a market share of 61 per cent In 50s Dabur pioneered the
concept of branded Chyawanprash and since has invested heavily in
product development clinical studies and consumer awareness The
product is essentially a health supplement
Known as the ldquoelixir of liferdquo Chyawanprash has (clinically) proven benefits in
maintaining smooth body functioning The principal ingredient Amla (Indian
Gooseberry) acts as an anti-oxidant and immuno-stimulant Dabur Chyawanprash
helps in stimulating immune system relieving stress improving stamina fighting
aging through anti-oxidant property improving lung function fighting respiratory
infections amp building resistance to disease It is these properties that make Dabur
Chyawanprash a preferred choice for its users
Ingredients of Dabur Chyawanprash
Vishwast Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts
Special Vishwast fortified with additional health beneficial herbs like
Keshar Akarkara etc
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Packaging
n
The figure above shows the evolution of the packaging of Dabur Chyawanprash
Dabur continuously innovates the package and branding of its chayawanprash It
launched Dabur Chyawanprash first in 1949 in a tin pack and it was the first
branded Chyawanprash in India Later Dabur came out with its new packet of
Chyawanprash with Amitabh Bachchan as their brand ambassador It also
received ldquoBrand Relaunch of the Year ldquoaward from IMA
Available in
Dabur Chyawanprash is available in three sizes to cater to the needs of different
types of people
1 One kilogram pack
2 500 gram pack
3 250 gram pack
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PRICE
The pricing of Dabur chyawanprash is very competitive Dabur chyawanprash uses
second degree price discrimination ie more the quantity lower the price
1kg Rs19500
500gms Rs11000
250gms Rs 6200
PRICEQUALITY MATRIX
Pricerarr
Quality
darr
High Middle Low
High
Luxury
Segment
Ideal For
Penetration
DABUR
CHYAWANPRASH
Premiere
Offering
Middle
Overpriced Average Real
Bargain
Low
Make The Sale
and Run
Unhappy
Customers
Cheap
Goods
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70
PLACE
Dabur has a very wide distribution of its products through 16 million retail outlets
and 50 C amp F agents all over India who distribute products to the retailers Adistribution of C amp F agents and manufacturing locations is given below
Daburrsquos distribution network extends beyond India in the following countries as
well
Distribution Network
Central North amp South America
Australia
Asia
Middle East
North amp South Africa
East amp West Europe
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71
PROMOTION
The main form of promotional activities of Dabur chyawanprash are concentrated
towards advertising and it has neglible sales promotional activities
Advertising
Nothing can happen without establishing the brandrsquos heritage emphasizing
technological prowess explaining benefits and building bonds with prospective
buyers Ads are necessary because the images are still mouldable and fluid and
the consumerrsquos sophistication level is low Dabur chyawanprash is advertised on
print media as well as on television
The company has launched two ads one each with Amitabh and Vivek in
national electronic media followed by a series of print media campaign directed
towards creating awareness to educate people about the holistic benefits of
ChyawanprashThe ads have been created by McCann Ericsson and the company
would be spending close to Rs 10 crore in promotional campaign this year The
ads would also be translated in Bengali These advertisements are supposed to
target the old and the younger generation respectively
Thecompany has launched a new ad with MS Dhoni who is leader of Indian
cricket team
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SWOT ANALYSIS OF DABUR
STRENGTHS
Strong presence in well defined
niches( like value added Hair Oil and
Ayurveda specialities)
Core knowledge of Ayurveda as
competitive advantage
Strong Brand Image
Product Development Strength
Strong Distribution Network
Extensive Supply Chain
IT Initiatives
R amp D ndash a key strength
WEAKNESS
Seasonal Demand( like
chyawanprash in winter and Vatika not
in winter)
Low Penetration(Chyawanprash)
High price(Vatika)
Limited differentiation (Vatika)
Unbranded players account for
the 23rd of the total market(Vatika)
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OPPORTUNITIES
Untapped
Market(Chyawanprash)
Market Development
Export opportunities
Innovation
Increasing income level of the
middle class Creating additional consumption
pattern
THREATS
Existing Competition( like
Himani baidyanath and Zandu for
Dabur Chyawanprash and MaricoKeo
Karpin HLL and Bajaj for Vatika Hair Oil)
New Entrants
Threat from substitutes (like
Bryllcream for Vatika hair oil)
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OBJECTIVE OF THE STUDY
The major objective of the survey is to collect the data from outlets in the
specified areas where cold drinks are to be sold
To make an assessment of availability of several brands of dabur in
different packs and size in the specified areas
To make an assessment of market presence program of the dabur
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75
Research Methodology
Data collection
Sample unit
1) working people (including men amp women) amp housewife
2) college students
3) school students
4) senior citizens
5) Retailer
Sample size
1 working people amp housewife 30
2 college students 25
3 school students 20
4 senior citizens 15
5 Retailer 10
Sampling techniques
Judgmental sampling techniques used
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Sampling region
Sampling region will be DELHI in rural area
Data collection method
1 Primary data It will be collected with the help of a self administered
questionnaire
2 Secondary data it will be collected with the help of books research
papers magazines news papers journals internet etc
3
Research instruments
Questionnaire design
As the questionnaire is self administrated one the survey will be simple and user
friendly Words used in questionnaire will be readily understandable to all
respondent Also technical jargons will be avoided to ensure that there is no
confusion for respondents
Data Analysis - Data analysis will be done with the help of MS Excel and SPSS
Software
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DATA ANALYSIS
DABUR CHYAWANPRASH
1 AWARNESS LEVEL
I
NTERPRETATION-
According to serveyAll person are know the dabur100 person of dabur65
person kmow the Baidyanathamp Dabur 40 people of HimaniBaidyanath and
Dabur 60 person of ZanduHimaniBaidyanath and Dabur
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2 PREFERRED BRAND
INTERPRETATION-
According to servey60 person are preferred dabur product 15 person are
preferred Baidynath product 15 person are preferred Himani product 10 person
are preferred Zandu
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3SATISFACTION LEVEL
INTERPRETATION-
According to servey100 satisfaction level of dabur product 80 satisfaction level
of Baidynath product 80 satisfaction level of Himani product
60 satisfaction level of Zandu product
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4 REASONS FOR SELECTING A PARTICULAR BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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5HOW DID YOU COME TO KNOW ABOUT THIS BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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6 PREFERRED PACK SIZE
INTERPRETATION-
According to servey50 person are preferred 500gm product 30 person are
preferred 1kg product 20 person are preferred 250gm product
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8 REASON TO SELECT PREFERRED PACK SIZE
INTERPRETATION-
According to servey20 person are select product of itrsquos availability pack size
40 person are select product of itrsquos price pack size 25 person are select
product of itrsquos family pack size 15 person are select product of itrsquos storage
pack size
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9 FREQUENCY OF
PURCHASE
INTERPRETATION-
According to servey30 People are purchase product after one month 55
People are purchase product after two months 15 People are purchase
product after six months
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COMPETITOR ANALYSIS
The key competitorrsquos of Dabur in the Chyawanprash segment are Baidyanath
Zandu and Himani which together with Dabur have about 85 of Indias domestic
market
Dabur is Indias largest Ayurvedic medicine supplier and the fourth largest
producer of FMCG It was established in 1884 and had grown to a business level
in 2003 of about 650 million dollars per year though only a fraction of that is
involved with Ayurvedic medicine Dabur Chyawanprash (herbal honey) has a
market share of 61We have tried to analyse the competition for Dabur in the
Chyawanprash segment as follows
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The Himani Group
It founded in 1974 provides a diverse range of products doing 110 million dollars
of business annually though only a portion is involved with Ayurvedic products
through its Himani line the company is mainly involved with toiletries and
cosmetics but also provides Chyawanprash and other health productsIts market
share is 12
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CONCLUSIONS
The Chyawanprash Industry is yet to capture the beverage market in full swing Packed Chyawanprash
followed by Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts the market The consumerrsquos patriotic love for tea and coffee is unfared
Chyawanprash are yet to establish their supplement use in the average household here in lies the great
opportunities Within the market it is safe to conclude that dabur has hit off ratherwell with the
masses
dabur has clearly lost it head start advantage and thereby acquiring just 35 of the market share while
others enjoys rest of the market share This could be well attributed to dabor successful ATA
(Availability Taste and Affordability) marketing module the attributes most rated by the consumersLack of publicity has hampered the growth progress of the brand so aggressive advertising is needed to
promote Chyawanprash and vatika hair oil brand
The brands such as that of Chyawanprash by vednath Chyawanprash with its lsquosonacahndi lsquoMinute-
madersquo and also US food giantssDel Monte are ready to hit the Chyawanprash market very soon
As the strategies of the companies keeps on changing be it in Chyawanprash industry a company has
to create perceptions and cover them into realities It is an expensive proposition requiring huge
expenditure on advertising sponsorships and media Thus the ideal company will be the one which
combines the high end technology with consumer insight
As 16 of the excise duty is exempted on food products in this budget Many food companies including
Dabur got benefited from it On the analysis of survey it was found that target Market of Chyawanprash
want quality benefit rather then Price benefit so it is better to stress on quality rather than on
decreasing price to increase sales and profit
To increase market share Dabur should give slight price benefit on Dabur brand so that customers of
other Juice brand should switch from other brand to Dabur brand
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Findings
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey100 satisfaction level of dabur product 80 satisfaction level of
Baidynath product 80 satisfaction level of Himani product 60 satisfaction level of
Zandu product
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis According to servey50 person are preferred 500gm
product 30 person are preferred 1kg product 20 person are preferred 250gm
product
According to servey20 person are select product of itrsquos availability pack size 40
person are select product of itrsquos price pack size 25 person are select product of itrsquos
family pack size 15 person are select product of itrsquos storage pack size
According to servey30 People are purchase product after one month 55 People are
purchase product after two months 15 People are purchase product after six months
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LIMITATIONS
No study is free from limitations The limitations of this study can be
Sample size taken is small and may not be sufficient to predict theresults with 100 accuracy
The result is based on primary and secondary data that has itrsquos own limitations
The study only covers the area of Delhi that may not beapplicable to other areas
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RECOMMENDATIONS
Focus on growing core brands across categories
Reaching out to new geographies within Hapur area
Improve operational efficiencies by leveraging technology
Be the preferred company to meet the health and personal grooming needs of
our target consumers with safe efficacious natural solutions by synthesizing the
deep knowledge of ayurveda and herbs with modern science
Provide consumers with innovative products within easy reach
Vatika hair care centre On the lines of Maricorsquos Kaya Skin Clinic Dabur
could start a venture called Vatika hair care centre which would provide total hair
care solutions It could have hair care experts to solve hair problemsServices could
include dandruff treatment straightening of hair treatment for split endsetc
Position Dabur Chyawanprash as not more of a medicine but as something
which is necessary for health
More initiatives like ldquo Dabur ki Deewarrdquo to increase brand visibility It is an
initiative to occupy shelf space
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BIBLIOGRAPHY
Books
Marketing Management Twelfth Edition ndash Philip Kotler amp Kevin Lane Keller
Websites
wwwgooglecom
wwwdaburcom
wwwtutor2unet
wwwbrandchannelcom
The time of india
Forbs magazing
Hinustan time
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YES NO
7Which pack size do you prefer
YES NO
8On what parameters do you choose this pack size
YES NO
9 how do u increase the company position
YES NO
10 how you increase your company position in market agains other company
YES NO
![Page 50: Making by Th Harsh Pandit](https://reader033.vdocuments.mx/reader033/viewer/2022052406/577cd3191a28ab9e7896af7d/html5/thumbnails/50.jpg)
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50
BLOCK MARKET
Large no of retail outlets in chunk
SUPER MARKET
Through their superior information logistical systems and buying power deliver
good service and immense volumes of products at attractive prices
CHAIN OUTLETS
Having more than one key outlet all across with a single control unit and central
purchasing strategy
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51
M PRODUCT LINE
Foods
Real
Real Activ
Hommade
Lemoneez
Capsico
Health Care
Baby Care
Dabur Lal Tail
Dabur Baby Olive Oil
Dabur Janma Ghunti
Health Supplements
Dabur Chyawanprash Dabur Glucose D
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Digestives
Hajmola Yumstick
Hajmola Mast Masala
Anardana
Hajmola
Hajmola Candy
Hajmola Candy Fun2
Pudin Hara (Liquid and Pearls)
Pudin Hara G
Dabur Hingoli
Natural Cures
Shilajit Gold
Nature Care Sat Isabgol
Shilajit
Ring Ring
Itch Care
Backaid
Shankha Pushpi Dabur Balm
Sarbyna Strong
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Personal Care
Hair Care Oil
Amla Hair Oil
Amla Lite Hair Oil
Vatika Hair Oil
Anmol Sarson Amla
Hair Care Shampoo
Anmol Silky Black Shampoo
Vatika Henna Conditioning Shampoo
Vatika AntiDandruff Shampoo
Anmol Natural Shine Shampoo
Oral Care
Dabur Red Gel
Dabur Red Toothpaste
Babool Toothpaste
Dabur Lal Dant Manjan
Dabur Binaca
Toothbrush
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55
Dabur Amongst Top Three Most
Respected FMCG Companies
Dabur Real Bags Gold In Readers
Digest Trusted Brand Awards
Dabur Figures In Top Great PlaceTo Work 2006 List
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56
Dabur has been ranked
amongst Indias Most
Innovative Companies by
a Business Today-Monitor
Group survey
Hajmola has been ranked
34th in Indiarsquos 100 Most
Valuable Brands list
Hajmola one of the
strongest brands in
Daburs portfolio
has been listed
among the Top 18
Iconic Brands in
India that have
stood the test oftime
Dabur Indiarsquos fruit juice
brand Reacuteal awarded the
Three Dabur brands --
Hajmola Dabur Amla and
Hajmola moves up
11 spots to take the
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57
Readerrsquos Digest Gold
Trusted Brand Award
2008 in the food amp
beverages category
Vatika -- have debuted in
the Economic Times
Brand Equitys Most
Trusted Brands 2008 list
Besides Dabur Foods has
climbed up to take the
40th spot
34th position
among Indias Top
100 Most Valuable
Brands of 2008
released by 4Ps and
ICMR
Dabur India Ltd has been ranked 28th in the list of Indias Top 50 Most
valuable (Company) Brands by Brand Finance
newu was voted the Most
Admired New Retail
Launch of the year at
Images Retail Awards
Dabur India CEO Mr
Sunil Duggal was named
Best Corporate Leader of
2008 at the BampE
Leadership and Excellence
Dabur India Ltd
was ranked the
Business Leader in
the FMCG -
Personal Care
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58
Awards Category at the
NDTV Profit
Business
Leadership Award
2008
Dabur India Ltd CEO Mr
Sunil Duggal has been
ranked among Indias
Most valueable CEOs by
Business World
Dabur India Ltd has been listed among the Super
100 of India Inc prepared by Business India
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59
Dedicated to the health and well being of every household
This is our company We accept personal responsibility and accountability to meet business needs
We all are leaders in our area of responsibility with a deep commitment to deliver results We are determined to be the best at doing what matters most
People are our most important asset We add value through result driven training and we encourage amp reward excellence
We have superior understanding of consumer needs and develop products to fulfill them better
We work together on the principle of mutual trust amp transparency in a boundary-less organisation We are intellectually honest in advocating proposals includingrecognizing risks
Continuous innovation in products amp processes is the basis of our success
We are committed to the achievement of business success with integrity We are honest with consumers with business partners and with each other
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INTRODUCTION OF DABUR CHYWANPRASH
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Dabur Chyawanprash the trusted name for your entire familys health
Dabur Chyawanprash has anti-oxidant properties amp strengthens your bodysinternal defense mechanism the immune system thereby protecting you fromeveryday infections cough cold amp stress etc
At a time when flu and viruses are everywhere your immunity system provides the best prevention from these deadly diseases Chyawanprash a time-tested age-
old formulation has a number of herbs like Amla known to be one of the bestantioxidants Giloy (Guduchi) known to have immuno modulatory properties andhas more than 40 other natural ingredients to boost immunity
Dabur Chyawanprash The Health Giver
Derived from 2500-year-old Ayurvedic formula
Totally chemical-free natural and safe Powerful combination of herbs and plant extracts in a
base of Amla fruit pulp Refined by Dabur to provide traditional goodness with best quality
Reinforces the immune system amp helps fight disease Trusted health provider of a majority of Indian households
Usage
Dabur Chyawanprash has a tangy sweet-sour taste and the consistency of jamIt can be taken directly or with milk and as bread spread In all cases itstherapeutic properties remain stable and active In winters have a glass ofwarm milk after having Chyawanprash In summers have a glass of cold milkafter having Chyawanprash
Dose
1-2 teaspoonful
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STP ANALYSIS OF DABUR CHYAWANPRASH
SEGMENTATION
Dabur Chyawanprash is the market leader in the Chyawanprash segment It
comes under the category of health supplements The segments that it considers
are growing kids competitive youth ever busy housewives and the aged
For the growing kids In todays competitive environment the children are under
high pressure to excel
For the competitive youth Modern life keeps the youth busy and demands them
to be active and efficient
For ever-busy housewives The homemaker needs to be fit in order to shoulder
all responsibilities
For the aged Old age weakens a person physically and mentally
After segmenting the population into these categories it aims to keep them fit
and healthy
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TARGETING
Traditionally chyawanprash was supposed to be a health supplement for the
aged and kids Dabur Chyawanprash (DCP) is now targeting adults housewives
youth and kids This it is trying to achieve through its promotion activities by
making Amitabh Bacchan and Vivek Oberoi do the endorsement act Amitabh
has been projected as a user of Chyawanprash attempting to establish the
relevance of DCP amongst the adults in todayrsquos demanding lifestyle Vivek who
represents an urban ambitious non-user with a mindset that Chyawanprash is not
for him meets his moment of truth when outperformed by a young
Chyawanprash user thus reaching out to kids His final conversion from a non-
user to a Chyawanprash user connects with the Youth These two ads compliment
each other and connect very well with the targeted consumers
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64
POSITIONING
Andar se strongrdquo Dabur chyawanprash has the tag line Andar se strongrdquo By
using a natural language instead of scientific language it is able to connect with
the consumers and is able to achieve a better positioning in the minds of the
Indian health conscious consumer A category like Chyawanprash for instance
needs to understand that in employing the category language it loses any chance
of expressing its own benefit distinctively
Holistic Health benefit of Ayurveda Dabur Chyawanprash helps in stimulating
immune system relieving stress improving stamina fighting aging through anti-
oxidant property improving lung function fighting respiratory infections amp
building resistance to disease The brand conveys this health conscious holistic
view of the product
Brand Trust Over 100 years of Daburrsquos experience in Ayurveda ensures selection
processing and quality control of right herbs along with scientific and clinical
studies ndash makes DCP a trustworthy offering for consumers Consumers view DCP
as a product by a trusted brand and therefore do not need to think twice beforemaking a purchasing decisio
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65
MARKETING MIX OF DABUR CHYAWANPRASH
Dabur Chyawanprash is the market leader in the chyawanprash segment and has
achieved this with its innovative product offering pricing strategy easy
availability and promotion campaigns In the marketing mix of Dabur we shall be
discussing the 4 Ps of marketing mix with respect to Dabur Chyawanprash The
mix shall be analyzed as followed
Product
Price
Place
Promotion
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66
Product Price Promotion Place
bull Product
Variety
bull Quality
bull Design
bull Features
bull Brand
Names
bull Services
bull List Price
bull Discount
bull Financing
Schemes
bull Credit Terms
bull Advertising amp
Promotion
bull Public Relations
bull Sponsorships
bull Internet
Marketing
bull Channels
bull Location
bull Inventory
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67
PRODUCT
Dabur Chyawanprash is the leader in the Chyawanprash category
and enjoys a market share of 61 per cent In 50s Dabur pioneered the
concept of branded Chyawanprash and since has invested heavily in
product development clinical studies and consumer awareness The
product is essentially a health supplement
Known as the ldquoelixir of liferdquo Chyawanprash has (clinically) proven benefits in
maintaining smooth body functioning The principal ingredient Amla (Indian
Gooseberry) acts as an anti-oxidant and immuno-stimulant Dabur Chyawanprash
helps in stimulating immune system relieving stress improving stamina fighting
aging through anti-oxidant property improving lung function fighting respiratory
infections amp building resistance to disease It is these properties that make Dabur
Chyawanprash a preferred choice for its users
Ingredients of Dabur Chyawanprash
Vishwast Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts
Special Vishwast fortified with additional health beneficial herbs like
Keshar Akarkara etc
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Packaging
n
The figure above shows the evolution of the packaging of Dabur Chyawanprash
Dabur continuously innovates the package and branding of its chayawanprash It
launched Dabur Chyawanprash first in 1949 in a tin pack and it was the first
branded Chyawanprash in India Later Dabur came out with its new packet of
Chyawanprash with Amitabh Bachchan as their brand ambassador It also
received ldquoBrand Relaunch of the Year ldquoaward from IMA
Available in
Dabur Chyawanprash is available in three sizes to cater to the needs of different
types of people
1 One kilogram pack
2 500 gram pack
3 250 gram pack
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PRICE
The pricing of Dabur chyawanprash is very competitive Dabur chyawanprash uses
second degree price discrimination ie more the quantity lower the price
1kg Rs19500
500gms Rs11000
250gms Rs 6200
PRICEQUALITY MATRIX
Pricerarr
Quality
darr
High Middle Low
High
Luxury
Segment
Ideal For
Penetration
DABUR
CHYAWANPRASH
Premiere
Offering
Middle
Overpriced Average Real
Bargain
Low
Make The Sale
and Run
Unhappy
Customers
Cheap
Goods
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70
PLACE
Dabur has a very wide distribution of its products through 16 million retail outlets
and 50 C amp F agents all over India who distribute products to the retailers Adistribution of C amp F agents and manufacturing locations is given below
Daburrsquos distribution network extends beyond India in the following countries as
well
Distribution Network
Central North amp South America
Australia
Asia
Middle East
North amp South Africa
East amp West Europe
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PROMOTION
The main form of promotional activities of Dabur chyawanprash are concentrated
towards advertising and it has neglible sales promotional activities
Advertising
Nothing can happen without establishing the brandrsquos heritage emphasizing
technological prowess explaining benefits and building bonds with prospective
buyers Ads are necessary because the images are still mouldable and fluid and
the consumerrsquos sophistication level is low Dabur chyawanprash is advertised on
print media as well as on television
The company has launched two ads one each with Amitabh and Vivek in
national electronic media followed by a series of print media campaign directed
towards creating awareness to educate people about the holistic benefits of
ChyawanprashThe ads have been created by McCann Ericsson and the company
would be spending close to Rs 10 crore in promotional campaign this year The
ads would also be translated in Bengali These advertisements are supposed to
target the old and the younger generation respectively
Thecompany has launched a new ad with MS Dhoni who is leader of Indian
cricket team
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SWOT ANALYSIS OF DABUR
STRENGTHS
Strong presence in well defined
niches( like value added Hair Oil and
Ayurveda specialities)
Core knowledge of Ayurveda as
competitive advantage
Strong Brand Image
Product Development Strength
Strong Distribution Network
Extensive Supply Chain
IT Initiatives
R amp D ndash a key strength
WEAKNESS
Seasonal Demand( like
chyawanprash in winter and Vatika not
in winter)
Low Penetration(Chyawanprash)
High price(Vatika)
Limited differentiation (Vatika)
Unbranded players account for
the 23rd of the total market(Vatika)
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OPPORTUNITIES
Untapped
Market(Chyawanprash)
Market Development
Export opportunities
Innovation
Increasing income level of the
middle class Creating additional consumption
pattern
THREATS
Existing Competition( like
Himani baidyanath and Zandu for
Dabur Chyawanprash and MaricoKeo
Karpin HLL and Bajaj for Vatika Hair Oil)
New Entrants
Threat from substitutes (like
Bryllcream for Vatika hair oil)
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74
OBJECTIVE OF THE STUDY
The major objective of the survey is to collect the data from outlets in the
specified areas where cold drinks are to be sold
To make an assessment of availability of several brands of dabur in
different packs and size in the specified areas
To make an assessment of market presence program of the dabur
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75
Research Methodology
Data collection
Sample unit
1) working people (including men amp women) amp housewife
2) college students
3) school students
4) senior citizens
5) Retailer
Sample size
1 working people amp housewife 30
2 college students 25
3 school students 20
4 senior citizens 15
5 Retailer 10
Sampling techniques
Judgmental sampling techniques used
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Sampling region
Sampling region will be DELHI in rural area
Data collection method
1 Primary data It will be collected with the help of a self administered
questionnaire
2 Secondary data it will be collected with the help of books research
papers magazines news papers journals internet etc
3
Research instruments
Questionnaire design
As the questionnaire is self administrated one the survey will be simple and user
friendly Words used in questionnaire will be readily understandable to all
respondent Also technical jargons will be avoided to ensure that there is no
confusion for respondents
Data Analysis - Data analysis will be done with the help of MS Excel and SPSS
Software
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DATA ANALYSIS
DABUR CHYAWANPRASH
1 AWARNESS LEVEL
I
NTERPRETATION-
According to serveyAll person are know the dabur100 person of dabur65
person kmow the Baidyanathamp Dabur 40 people of HimaniBaidyanath and
Dabur 60 person of ZanduHimaniBaidyanath and Dabur
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2 PREFERRED BRAND
INTERPRETATION-
According to servey60 person are preferred dabur product 15 person are
preferred Baidynath product 15 person are preferred Himani product 10 person
are preferred Zandu
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3SATISFACTION LEVEL
INTERPRETATION-
According to servey100 satisfaction level of dabur product 80 satisfaction level
of Baidynath product 80 satisfaction level of Himani product
60 satisfaction level of Zandu product
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4 REASONS FOR SELECTING A PARTICULAR BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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81
5HOW DID YOU COME TO KNOW ABOUT THIS BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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82
6 PREFERRED PACK SIZE
INTERPRETATION-
According to servey50 person are preferred 500gm product 30 person are
preferred 1kg product 20 person are preferred 250gm product
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83
8 REASON TO SELECT PREFERRED PACK SIZE
INTERPRETATION-
According to servey20 person are select product of itrsquos availability pack size
40 person are select product of itrsquos price pack size 25 person are select
product of itrsquos family pack size 15 person are select product of itrsquos storage
pack size
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84
9 FREQUENCY OF
PURCHASE
INTERPRETATION-
According to servey30 People are purchase product after one month 55
People are purchase product after two months 15 People are purchase
product after six months
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85
COMPETITOR ANALYSIS
The key competitorrsquos of Dabur in the Chyawanprash segment are Baidyanath
Zandu and Himani which together with Dabur have about 85 of Indias domestic
market
Dabur is Indias largest Ayurvedic medicine supplier and the fourth largest
producer of FMCG It was established in 1884 and had grown to a business level
in 2003 of about 650 million dollars per year though only a fraction of that is
involved with Ayurvedic medicine Dabur Chyawanprash (herbal honey) has a
market share of 61We have tried to analyse the competition for Dabur in the
Chyawanprash segment as follows
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The Himani Group
It founded in 1974 provides a diverse range of products doing 110 million dollars
of business annually though only a portion is involved with Ayurvedic products
through its Himani line the company is mainly involved with toiletries and
cosmetics but also provides Chyawanprash and other health productsIts market
share is 12
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CONCLUSIONS
The Chyawanprash Industry is yet to capture the beverage market in full swing Packed Chyawanprash
followed by Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts the market The consumerrsquos patriotic love for tea and coffee is unfared
Chyawanprash are yet to establish their supplement use in the average household here in lies the great
opportunities Within the market it is safe to conclude that dabur has hit off ratherwell with the
masses
dabur has clearly lost it head start advantage and thereby acquiring just 35 of the market share while
others enjoys rest of the market share This could be well attributed to dabor successful ATA
(Availability Taste and Affordability) marketing module the attributes most rated by the consumersLack of publicity has hampered the growth progress of the brand so aggressive advertising is needed to
promote Chyawanprash and vatika hair oil brand
The brands such as that of Chyawanprash by vednath Chyawanprash with its lsquosonacahndi lsquoMinute-
madersquo and also US food giantssDel Monte are ready to hit the Chyawanprash market very soon
As the strategies of the companies keeps on changing be it in Chyawanprash industry a company has
to create perceptions and cover them into realities It is an expensive proposition requiring huge
expenditure on advertising sponsorships and media Thus the ideal company will be the one which
combines the high end technology with consumer insight
As 16 of the excise duty is exempted on food products in this budget Many food companies including
Dabur got benefited from it On the analysis of survey it was found that target Market of Chyawanprash
want quality benefit rather then Price benefit so it is better to stress on quality rather than on
decreasing price to increase sales and profit
To increase market share Dabur should give slight price benefit on Dabur brand so that customers of
other Juice brand should switch from other brand to Dabur brand
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89
Findings
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey100 satisfaction level of dabur product 80 satisfaction level of
Baidynath product 80 satisfaction level of Himani product 60 satisfaction level of
Zandu product
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis According to servey50 person are preferred 500gm
product 30 person are preferred 1kg product 20 person are preferred 250gm
product
According to servey20 person are select product of itrsquos availability pack size 40
person are select product of itrsquos price pack size 25 person are select product of itrsquos
family pack size 15 person are select product of itrsquos storage pack size
According to servey30 People are purchase product after one month 55 People are
purchase product after two months 15 People are purchase product after six months
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LIMITATIONS
No study is free from limitations The limitations of this study can be
Sample size taken is small and may not be sufficient to predict theresults with 100 accuracy
The result is based on primary and secondary data that has itrsquos own limitations
The study only covers the area of Delhi that may not beapplicable to other areas
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RECOMMENDATIONS
Focus on growing core brands across categories
Reaching out to new geographies within Hapur area
Improve operational efficiencies by leveraging technology
Be the preferred company to meet the health and personal grooming needs of
our target consumers with safe efficacious natural solutions by synthesizing the
deep knowledge of ayurveda and herbs with modern science
Provide consumers with innovative products within easy reach
Vatika hair care centre On the lines of Maricorsquos Kaya Skin Clinic Dabur
could start a venture called Vatika hair care centre which would provide total hair
care solutions It could have hair care experts to solve hair problemsServices could
include dandruff treatment straightening of hair treatment for split endsetc
Position Dabur Chyawanprash as not more of a medicine but as something
which is necessary for health
More initiatives like ldquo Dabur ki Deewarrdquo to increase brand visibility It is an
initiative to occupy shelf space
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92
BIBLIOGRAPHY
Books
Marketing Management Twelfth Edition ndash Philip Kotler amp Kevin Lane Keller
Websites
wwwgooglecom
wwwdaburcom
wwwtutor2unet
wwwbrandchannelcom
The time of india
Forbs magazing
Hinustan time
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YES NO
7Which pack size do you prefer
YES NO
8On what parameters do you choose this pack size
YES NO
9 how do u increase the company position
YES NO
10 how you increase your company position in market agains other company
YES NO
![Page 51: Making by Th Harsh Pandit](https://reader033.vdocuments.mx/reader033/viewer/2022052406/577cd3191a28ab9e7896af7d/html5/thumbnails/51.jpg)
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M PRODUCT LINE
Foods
Real
Real Activ
Hommade
Lemoneez
Capsico
Health Care
Baby Care
Dabur Lal Tail
Dabur Baby Olive Oil
Dabur Janma Ghunti
Health Supplements
Dabur Chyawanprash Dabur Glucose D
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Digestives
Hajmola Yumstick
Hajmola Mast Masala
Anardana
Hajmola
Hajmola Candy
Hajmola Candy Fun2
Pudin Hara (Liquid and Pearls)
Pudin Hara G
Dabur Hingoli
Natural Cures
Shilajit Gold
Nature Care Sat Isabgol
Shilajit
Ring Ring
Itch Care
Backaid
Shankha Pushpi Dabur Balm
Sarbyna Strong
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Personal Care
Hair Care Oil
Amla Hair Oil
Amla Lite Hair Oil
Vatika Hair Oil
Anmol Sarson Amla
Hair Care Shampoo
Anmol Silky Black Shampoo
Vatika Henna Conditioning Shampoo
Vatika AntiDandruff Shampoo
Anmol Natural Shine Shampoo
Oral Care
Dabur Red Gel
Dabur Red Toothpaste
Babool Toothpaste
Dabur Lal Dant Manjan
Dabur Binaca
Toothbrush
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Dabur Amongst Top Three Most
Respected FMCG Companies
Dabur Real Bags Gold In Readers
Digest Trusted Brand Awards
Dabur Figures In Top Great PlaceTo Work 2006 List
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Dabur has been ranked
amongst Indias Most
Innovative Companies by
a Business Today-Monitor
Group survey
Hajmola has been ranked
34th in Indiarsquos 100 Most
Valuable Brands list
Hajmola one of the
strongest brands in
Daburs portfolio
has been listed
among the Top 18
Iconic Brands in
India that have
stood the test oftime
Dabur Indiarsquos fruit juice
brand Reacuteal awarded the
Three Dabur brands --
Hajmola Dabur Amla and
Hajmola moves up
11 spots to take the
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57
Readerrsquos Digest Gold
Trusted Brand Award
2008 in the food amp
beverages category
Vatika -- have debuted in
the Economic Times
Brand Equitys Most
Trusted Brands 2008 list
Besides Dabur Foods has
climbed up to take the
40th spot
34th position
among Indias Top
100 Most Valuable
Brands of 2008
released by 4Ps and
ICMR
Dabur India Ltd has been ranked 28th in the list of Indias Top 50 Most
valuable (Company) Brands by Brand Finance
newu was voted the Most
Admired New Retail
Launch of the year at
Images Retail Awards
Dabur India CEO Mr
Sunil Duggal was named
Best Corporate Leader of
2008 at the BampE
Leadership and Excellence
Dabur India Ltd
was ranked the
Business Leader in
the FMCG -
Personal Care
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58
Awards Category at the
NDTV Profit
Business
Leadership Award
2008
Dabur India Ltd CEO Mr
Sunil Duggal has been
ranked among Indias
Most valueable CEOs by
Business World
Dabur India Ltd has been listed among the Super
100 of India Inc prepared by Business India
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59
Dedicated to the health and well being of every household
This is our company We accept personal responsibility and accountability to meet business needs
We all are leaders in our area of responsibility with a deep commitment to deliver results We are determined to be the best at doing what matters most
People are our most important asset We add value through result driven training and we encourage amp reward excellence
We have superior understanding of consumer needs and develop products to fulfill them better
We work together on the principle of mutual trust amp transparency in a boundary-less organisation We are intellectually honest in advocating proposals includingrecognizing risks
Continuous innovation in products amp processes is the basis of our success
We are committed to the achievement of business success with integrity We are honest with consumers with business partners and with each other
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INTRODUCTION OF DABUR CHYWANPRASH
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Dabur Chyawanprash the trusted name for your entire familys health
Dabur Chyawanprash has anti-oxidant properties amp strengthens your bodysinternal defense mechanism the immune system thereby protecting you fromeveryday infections cough cold amp stress etc
At a time when flu and viruses are everywhere your immunity system provides the best prevention from these deadly diseases Chyawanprash a time-tested age-
old formulation has a number of herbs like Amla known to be one of the bestantioxidants Giloy (Guduchi) known to have immuno modulatory properties andhas more than 40 other natural ingredients to boost immunity
Dabur Chyawanprash The Health Giver
Derived from 2500-year-old Ayurvedic formula
Totally chemical-free natural and safe Powerful combination of herbs and plant extracts in a
base of Amla fruit pulp Refined by Dabur to provide traditional goodness with best quality
Reinforces the immune system amp helps fight disease Trusted health provider of a majority of Indian households
Usage
Dabur Chyawanprash has a tangy sweet-sour taste and the consistency of jamIt can be taken directly or with milk and as bread spread In all cases itstherapeutic properties remain stable and active In winters have a glass ofwarm milk after having Chyawanprash In summers have a glass of cold milkafter having Chyawanprash
Dose
1-2 teaspoonful
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STP ANALYSIS OF DABUR CHYAWANPRASH
SEGMENTATION
Dabur Chyawanprash is the market leader in the Chyawanprash segment It
comes under the category of health supplements The segments that it considers
are growing kids competitive youth ever busy housewives and the aged
For the growing kids In todays competitive environment the children are under
high pressure to excel
For the competitive youth Modern life keeps the youth busy and demands them
to be active and efficient
For ever-busy housewives The homemaker needs to be fit in order to shoulder
all responsibilities
For the aged Old age weakens a person physically and mentally
After segmenting the population into these categories it aims to keep them fit
and healthy
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TARGETING
Traditionally chyawanprash was supposed to be a health supplement for the
aged and kids Dabur Chyawanprash (DCP) is now targeting adults housewives
youth and kids This it is trying to achieve through its promotion activities by
making Amitabh Bacchan and Vivek Oberoi do the endorsement act Amitabh
has been projected as a user of Chyawanprash attempting to establish the
relevance of DCP amongst the adults in todayrsquos demanding lifestyle Vivek who
represents an urban ambitious non-user with a mindset that Chyawanprash is not
for him meets his moment of truth when outperformed by a young
Chyawanprash user thus reaching out to kids His final conversion from a non-
user to a Chyawanprash user connects with the Youth These two ads compliment
each other and connect very well with the targeted consumers
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64
POSITIONING
Andar se strongrdquo Dabur chyawanprash has the tag line Andar se strongrdquo By
using a natural language instead of scientific language it is able to connect with
the consumers and is able to achieve a better positioning in the minds of the
Indian health conscious consumer A category like Chyawanprash for instance
needs to understand that in employing the category language it loses any chance
of expressing its own benefit distinctively
Holistic Health benefit of Ayurveda Dabur Chyawanprash helps in stimulating
immune system relieving stress improving stamina fighting aging through anti-
oxidant property improving lung function fighting respiratory infections amp
building resistance to disease The brand conveys this health conscious holistic
view of the product
Brand Trust Over 100 years of Daburrsquos experience in Ayurveda ensures selection
processing and quality control of right herbs along with scientific and clinical
studies ndash makes DCP a trustworthy offering for consumers Consumers view DCP
as a product by a trusted brand and therefore do not need to think twice beforemaking a purchasing decisio
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MARKETING MIX OF DABUR CHYAWANPRASH
Dabur Chyawanprash is the market leader in the chyawanprash segment and has
achieved this with its innovative product offering pricing strategy easy
availability and promotion campaigns In the marketing mix of Dabur we shall be
discussing the 4 Ps of marketing mix with respect to Dabur Chyawanprash The
mix shall be analyzed as followed
Product
Price
Place
Promotion
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66
Product Price Promotion Place
bull Product
Variety
bull Quality
bull Design
bull Features
bull Brand
Names
bull Services
bull List Price
bull Discount
bull Financing
Schemes
bull Credit Terms
bull Advertising amp
Promotion
bull Public Relations
bull Sponsorships
bull Internet
Marketing
bull Channels
bull Location
bull Inventory
8132019 Making by Th Harsh Pandit
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67
PRODUCT
Dabur Chyawanprash is the leader in the Chyawanprash category
and enjoys a market share of 61 per cent In 50s Dabur pioneered the
concept of branded Chyawanprash and since has invested heavily in
product development clinical studies and consumer awareness The
product is essentially a health supplement
Known as the ldquoelixir of liferdquo Chyawanprash has (clinically) proven benefits in
maintaining smooth body functioning The principal ingredient Amla (Indian
Gooseberry) acts as an anti-oxidant and immuno-stimulant Dabur Chyawanprash
helps in stimulating immune system relieving stress improving stamina fighting
aging through anti-oxidant property improving lung function fighting respiratory
infections amp building resistance to disease It is these properties that make Dabur
Chyawanprash a preferred choice for its users
Ingredients of Dabur Chyawanprash
Vishwast Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts
Special Vishwast fortified with additional health beneficial herbs like
Keshar Akarkara etc
8132019 Making by Th Harsh Pandit
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68
Packaging
n
The figure above shows the evolution of the packaging of Dabur Chyawanprash
Dabur continuously innovates the package and branding of its chayawanprash It
launched Dabur Chyawanprash first in 1949 in a tin pack and it was the first
branded Chyawanprash in India Later Dabur came out with its new packet of
Chyawanprash with Amitabh Bachchan as their brand ambassador It also
received ldquoBrand Relaunch of the Year ldquoaward from IMA
Available in
Dabur Chyawanprash is available in three sizes to cater to the needs of different
types of people
1 One kilogram pack
2 500 gram pack
3 250 gram pack
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PRICE
The pricing of Dabur chyawanprash is very competitive Dabur chyawanprash uses
second degree price discrimination ie more the quantity lower the price
1kg Rs19500
500gms Rs11000
250gms Rs 6200
PRICEQUALITY MATRIX
Pricerarr
Quality
darr
High Middle Low
High
Luxury
Segment
Ideal For
Penetration
DABUR
CHYAWANPRASH
Premiere
Offering
Middle
Overpriced Average Real
Bargain
Low
Make The Sale
and Run
Unhappy
Customers
Cheap
Goods
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70
PLACE
Dabur has a very wide distribution of its products through 16 million retail outlets
and 50 C amp F agents all over India who distribute products to the retailers Adistribution of C amp F agents and manufacturing locations is given below
Daburrsquos distribution network extends beyond India in the following countries as
well
Distribution Network
Central North amp South America
Australia
Asia
Middle East
North amp South Africa
East amp West Europe
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71
PROMOTION
The main form of promotional activities of Dabur chyawanprash are concentrated
towards advertising and it has neglible sales promotional activities
Advertising
Nothing can happen without establishing the brandrsquos heritage emphasizing
technological prowess explaining benefits and building bonds with prospective
buyers Ads are necessary because the images are still mouldable and fluid and
the consumerrsquos sophistication level is low Dabur chyawanprash is advertised on
print media as well as on television
The company has launched two ads one each with Amitabh and Vivek in
national electronic media followed by a series of print media campaign directed
towards creating awareness to educate people about the holistic benefits of
ChyawanprashThe ads have been created by McCann Ericsson and the company
would be spending close to Rs 10 crore in promotional campaign this year The
ads would also be translated in Bengali These advertisements are supposed to
target the old and the younger generation respectively
Thecompany has launched a new ad with MS Dhoni who is leader of Indian
cricket team
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SWOT ANALYSIS OF DABUR
STRENGTHS
Strong presence in well defined
niches( like value added Hair Oil and
Ayurveda specialities)
Core knowledge of Ayurveda as
competitive advantage
Strong Brand Image
Product Development Strength
Strong Distribution Network
Extensive Supply Chain
IT Initiatives
R amp D ndash a key strength
WEAKNESS
Seasonal Demand( like
chyawanprash in winter and Vatika not
in winter)
Low Penetration(Chyawanprash)
High price(Vatika)
Limited differentiation (Vatika)
Unbranded players account for
the 23rd of the total market(Vatika)
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OPPORTUNITIES
Untapped
Market(Chyawanprash)
Market Development
Export opportunities
Innovation
Increasing income level of the
middle class Creating additional consumption
pattern
THREATS
Existing Competition( like
Himani baidyanath and Zandu for
Dabur Chyawanprash and MaricoKeo
Karpin HLL and Bajaj for Vatika Hair Oil)
New Entrants
Threat from substitutes (like
Bryllcream for Vatika hair oil)
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74
OBJECTIVE OF THE STUDY
The major objective of the survey is to collect the data from outlets in the
specified areas where cold drinks are to be sold
To make an assessment of availability of several brands of dabur in
different packs and size in the specified areas
To make an assessment of market presence program of the dabur
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Research Methodology
Data collection
Sample unit
1) working people (including men amp women) amp housewife
2) college students
3) school students
4) senior citizens
5) Retailer
Sample size
1 working people amp housewife 30
2 college students 25
3 school students 20
4 senior citizens 15
5 Retailer 10
Sampling techniques
Judgmental sampling techniques used
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Sampling region
Sampling region will be DELHI in rural area
Data collection method
1 Primary data It will be collected with the help of a self administered
questionnaire
2 Secondary data it will be collected with the help of books research
papers magazines news papers journals internet etc
3
Research instruments
Questionnaire design
As the questionnaire is self administrated one the survey will be simple and user
friendly Words used in questionnaire will be readily understandable to all
respondent Also technical jargons will be avoided to ensure that there is no
confusion for respondents
Data Analysis - Data analysis will be done with the help of MS Excel and SPSS
Software
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DATA ANALYSIS
DABUR CHYAWANPRASH
1 AWARNESS LEVEL
I
NTERPRETATION-
According to serveyAll person are know the dabur100 person of dabur65
person kmow the Baidyanathamp Dabur 40 people of HimaniBaidyanath and
Dabur 60 person of ZanduHimaniBaidyanath and Dabur
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2 PREFERRED BRAND
INTERPRETATION-
According to servey60 person are preferred dabur product 15 person are
preferred Baidynath product 15 person are preferred Himani product 10 person
are preferred Zandu
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3SATISFACTION LEVEL
INTERPRETATION-
According to servey100 satisfaction level of dabur product 80 satisfaction level
of Baidynath product 80 satisfaction level of Himani product
60 satisfaction level of Zandu product
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4 REASONS FOR SELECTING A PARTICULAR BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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81
5HOW DID YOU COME TO KNOW ABOUT THIS BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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82
6 PREFERRED PACK SIZE
INTERPRETATION-
According to servey50 person are preferred 500gm product 30 person are
preferred 1kg product 20 person are preferred 250gm product
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83
8 REASON TO SELECT PREFERRED PACK SIZE
INTERPRETATION-
According to servey20 person are select product of itrsquos availability pack size
40 person are select product of itrsquos price pack size 25 person are select
product of itrsquos family pack size 15 person are select product of itrsquos storage
pack size
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9 FREQUENCY OF
PURCHASE
INTERPRETATION-
According to servey30 People are purchase product after one month 55
People are purchase product after two months 15 People are purchase
product after six months
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85
COMPETITOR ANALYSIS
The key competitorrsquos of Dabur in the Chyawanprash segment are Baidyanath
Zandu and Himani which together with Dabur have about 85 of Indias domestic
market
Dabur is Indias largest Ayurvedic medicine supplier and the fourth largest
producer of FMCG It was established in 1884 and had grown to a business level
in 2003 of about 650 million dollars per year though only a fraction of that is
involved with Ayurvedic medicine Dabur Chyawanprash (herbal honey) has a
market share of 61We have tried to analyse the competition for Dabur in the
Chyawanprash segment as follows
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87
The Himani Group
It founded in 1974 provides a diverse range of products doing 110 million dollars
of business annually though only a portion is involved with Ayurvedic products
through its Himani line the company is mainly involved with toiletries and
cosmetics but also provides Chyawanprash and other health productsIts market
share is 12
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CONCLUSIONS
The Chyawanprash Industry is yet to capture the beverage market in full swing Packed Chyawanprash
followed by Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts the market The consumerrsquos patriotic love for tea and coffee is unfared
Chyawanprash are yet to establish their supplement use in the average household here in lies the great
opportunities Within the market it is safe to conclude that dabur has hit off ratherwell with the
masses
dabur has clearly lost it head start advantage and thereby acquiring just 35 of the market share while
others enjoys rest of the market share This could be well attributed to dabor successful ATA
(Availability Taste and Affordability) marketing module the attributes most rated by the consumersLack of publicity has hampered the growth progress of the brand so aggressive advertising is needed to
promote Chyawanprash and vatika hair oil brand
The brands such as that of Chyawanprash by vednath Chyawanprash with its lsquosonacahndi lsquoMinute-
madersquo and also US food giantssDel Monte are ready to hit the Chyawanprash market very soon
As the strategies of the companies keeps on changing be it in Chyawanprash industry a company has
to create perceptions and cover them into realities It is an expensive proposition requiring huge
expenditure on advertising sponsorships and media Thus the ideal company will be the one which
combines the high end technology with consumer insight
As 16 of the excise duty is exempted on food products in this budget Many food companies including
Dabur got benefited from it On the analysis of survey it was found that target Market of Chyawanprash
want quality benefit rather then Price benefit so it is better to stress on quality rather than on
decreasing price to increase sales and profit
To increase market share Dabur should give slight price benefit on Dabur brand so that customers of
other Juice brand should switch from other brand to Dabur brand
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Findings
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey100 satisfaction level of dabur product 80 satisfaction level of
Baidynath product 80 satisfaction level of Himani product 60 satisfaction level of
Zandu product
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis According to servey50 person are preferred 500gm
product 30 person are preferred 1kg product 20 person are preferred 250gm
product
According to servey20 person are select product of itrsquos availability pack size 40
person are select product of itrsquos price pack size 25 person are select product of itrsquos
family pack size 15 person are select product of itrsquos storage pack size
According to servey30 People are purchase product after one month 55 People are
purchase product after two months 15 People are purchase product after six months
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90
LIMITATIONS
No study is free from limitations The limitations of this study can be
Sample size taken is small and may not be sufficient to predict theresults with 100 accuracy
The result is based on primary and secondary data that has itrsquos own limitations
The study only covers the area of Delhi that may not beapplicable to other areas
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91
RECOMMENDATIONS
Focus on growing core brands across categories
Reaching out to new geographies within Hapur area
Improve operational efficiencies by leveraging technology
Be the preferred company to meet the health and personal grooming needs of
our target consumers with safe efficacious natural solutions by synthesizing the
deep knowledge of ayurveda and herbs with modern science
Provide consumers with innovative products within easy reach
Vatika hair care centre On the lines of Maricorsquos Kaya Skin Clinic Dabur
could start a venture called Vatika hair care centre which would provide total hair
care solutions It could have hair care experts to solve hair problemsServices could
include dandruff treatment straightening of hair treatment for split endsetc
Position Dabur Chyawanprash as not more of a medicine but as something
which is necessary for health
More initiatives like ldquo Dabur ki Deewarrdquo to increase brand visibility It is an
initiative to occupy shelf space
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92
BIBLIOGRAPHY
Books
Marketing Management Twelfth Edition ndash Philip Kotler amp Kevin Lane Keller
Websites
wwwgooglecom
wwwdaburcom
wwwtutor2unet
wwwbrandchannelcom
The time of india
Forbs magazing
Hinustan time
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YES NO
7Which pack size do you prefer
YES NO
8On what parameters do you choose this pack size
YES NO
9 how do u increase the company position
YES NO
10 how you increase your company position in market agains other company
YES NO
![Page 52: Making by Th Harsh Pandit](https://reader033.vdocuments.mx/reader033/viewer/2022052406/577cd3191a28ab9e7896af7d/html5/thumbnails/52.jpg)
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Digestives
Hajmola Yumstick
Hajmola Mast Masala
Anardana
Hajmola
Hajmola Candy
Hajmola Candy Fun2
Pudin Hara (Liquid and Pearls)
Pudin Hara G
Dabur Hingoli
Natural Cures
Shilajit Gold
Nature Care Sat Isabgol
Shilajit
Ring Ring
Itch Care
Backaid
Shankha Pushpi Dabur Balm
Sarbyna Strong
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Personal Care
Hair Care Oil
Amla Hair Oil
Amla Lite Hair Oil
Vatika Hair Oil
Anmol Sarson Amla
Hair Care Shampoo
Anmol Silky Black Shampoo
Vatika Henna Conditioning Shampoo
Vatika AntiDandruff Shampoo
Anmol Natural Shine Shampoo
Oral Care
Dabur Red Gel
Dabur Red Toothpaste
Babool Toothpaste
Dabur Lal Dant Manjan
Dabur Binaca
Toothbrush
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Dabur Amongst Top Three Most
Respected FMCG Companies
Dabur Real Bags Gold In Readers
Digest Trusted Brand Awards
Dabur Figures In Top Great PlaceTo Work 2006 List
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Dabur has been ranked
amongst Indias Most
Innovative Companies by
a Business Today-Monitor
Group survey
Hajmola has been ranked
34th in Indiarsquos 100 Most
Valuable Brands list
Hajmola one of the
strongest brands in
Daburs portfolio
has been listed
among the Top 18
Iconic Brands in
India that have
stood the test oftime
Dabur Indiarsquos fruit juice
brand Reacuteal awarded the
Three Dabur brands --
Hajmola Dabur Amla and
Hajmola moves up
11 spots to take the
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57
Readerrsquos Digest Gold
Trusted Brand Award
2008 in the food amp
beverages category
Vatika -- have debuted in
the Economic Times
Brand Equitys Most
Trusted Brands 2008 list
Besides Dabur Foods has
climbed up to take the
40th spot
34th position
among Indias Top
100 Most Valuable
Brands of 2008
released by 4Ps and
ICMR
Dabur India Ltd has been ranked 28th in the list of Indias Top 50 Most
valuable (Company) Brands by Brand Finance
newu was voted the Most
Admired New Retail
Launch of the year at
Images Retail Awards
Dabur India CEO Mr
Sunil Duggal was named
Best Corporate Leader of
2008 at the BampE
Leadership and Excellence
Dabur India Ltd
was ranked the
Business Leader in
the FMCG -
Personal Care
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Awards Category at the
NDTV Profit
Business
Leadership Award
2008
Dabur India Ltd CEO Mr
Sunil Duggal has been
ranked among Indias
Most valueable CEOs by
Business World
Dabur India Ltd has been listed among the Super
100 of India Inc prepared by Business India
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Dedicated to the health and well being of every household
This is our company We accept personal responsibility and accountability to meet business needs
We all are leaders in our area of responsibility with a deep commitment to deliver results We are determined to be the best at doing what matters most
People are our most important asset We add value through result driven training and we encourage amp reward excellence
We have superior understanding of consumer needs and develop products to fulfill them better
We work together on the principle of mutual trust amp transparency in a boundary-less organisation We are intellectually honest in advocating proposals includingrecognizing risks
Continuous innovation in products amp processes is the basis of our success
We are committed to the achievement of business success with integrity We are honest with consumers with business partners and with each other
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INTRODUCTION OF DABUR CHYWANPRASH
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Dabur Chyawanprash the trusted name for your entire familys health
Dabur Chyawanprash has anti-oxidant properties amp strengthens your bodysinternal defense mechanism the immune system thereby protecting you fromeveryday infections cough cold amp stress etc
At a time when flu and viruses are everywhere your immunity system provides the best prevention from these deadly diseases Chyawanprash a time-tested age-
old formulation has a number of herbs like Amla known to be one of the bestantioxidants Giloy (Guduchi) known to have immuno modulatory properties andhas more than 40 other natural ingredients to boost immunity
Dabur Chyawanprash The Health Giver
Derived from 2500-year-old Ayurvedic formula
Totally chemical-free natural and safe Powerful combination of herbs and plant extracts in a
base of Amla fruit pulp Refined by Dabur to provide traditional goodness with best quality
Reinforces the immune system amp helps fight disease Trusted health provider of a majority of Indian households
Usage
Dabur Chyawanprash has a tangy sweet-sour taste and the consistency of jamIt can be taken directly or with milk and as bread spread In all cases itstherapeutic properties remain stable and active In winters have a glass ofwarm milk after having Chyawanprash In summers have a glass of cold milkafter having Chyawanprash
Dose
1-2 teaspoonful
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STP ANALYSIS OF DABUR CHYAWANPRASH
SEGMENTATION
Dabur Chyawanprash is the market leader in the Chyawanprash segment It
comes under the category of health supplements The segments that it considers
are growing kids competitive youth ever busy housewives and the aged
For the growing kids In todays competitive environment the children are under
high pressure to excel
For the competitive youth Modern life keeps the youth busy and demands them
to be active and efficient
For ever-busy housewives The homemaker needs to be fit in order to shoulder
all responsibilities
For the aged Old age weakens a person physically and mentally
After segmenting the population into these categories it aims to keep them fit
and healthy
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TARGETING
Traditionally chyawanprash was supposed to be a health supplement for the
aged and kids Dabur Chyawanprash (DCP) is now targeting adults housewives
youth and kids This it is trying to achieve through its promotion activities by
making Amitabh Bacchan and Vivek Oberoi do the endorsement act Amitabh
has been projected as a user of Chyawanprash attempting to establish the
relevance of DCP amongst the adults in todayrsquos demanding lifestyle Vivek who
represents an urban ambitious non-user with a mindset that Chyawanprash is not
for him meets his moment of truth when outperformed by a young
Chyawanprash user thus reaching out to kids His final conversion from a non-
user to a Chyawanprash user connects with the Youth These two ads compliment
each other and connect very well with the targeted consumers
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POSITIONING
Andar se strongrdquo Dabur chyawanprash has the tag line Andar se strongrdquo By
using a natural language instead of scientific language it is able to connect with
the consumers and is able to achieve a better positioning in the minds of the
Indian health conscious consumer A category like Chyawanprash for instance
needs to understand that in employing the category language it loses any chance
of expressing its own benefit distinctively
Holistic Health benefit of Ayurveda Dabur Chyawanprash helps in stimulating
immune system relieving stress improving stamina fighting aging through anti-
oxidant property improving lung function fighting respiratory infections amp
building resistance to disease The brand conveys this health conscious holistic
view of the product
Brand Trust Over 100 years of Daburrsquos experience in Ayurveda ensures selection
processing and quality control of right herbs along with scientific and clinical
studies ndash makes DCP a trustworthy offering for consumers Consumers view DCP
as a product by a trusted brand and therefore do not need to think twice beforemaking a purchasing decisio
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MARKETING MIX OF DABUR CHYAWANPRASH
Dabur Chyawanprash is the market leader in the chyawanprash segment and has
achieved this with its innovative product offering pricing strategy easy
availability and promotion campaigns In the marketing mix of Dabur we shall be
discussing the 4 Ps of marketing mix with respect to Dabur Chyawanprash The
mix shall be analyzed as followed
Product
Price
Place
Promotion
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Product Price Promotion Place
bull Product
Variety
bull Quality
bull Design
bull Features
bull Brand
Names
bull Services
bull List Price
bull Discount
bull Financing
Schemes
bull Credit Terms
bull Advertising amp
Promotion
bull Public Relations
bull Sponsorships
bull Internet
Marketing
bull Channels
bull Location
bull Inventory
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PRODUCT
Dabur Chyawanprash is the leader in the Chyawanprash category
and enjoys a market share of 61 per cent In 50s Dabur pioneered the
concept of branded Chyawanprash and since has invested heavily in
product development clinical studies and consumer awareness The
product is essentially a health supplement
Known as the ldquoelixir of liferdquo Chyawanprash has (clinically) proven benefits in
maintaining smooth body functioning The principal ingredient Amla (Indian
Gooseberry) acts as an anti-oxidant and immuno-stimulant Dabur Chyawanprash
helps in stimulating immune system relieving stress improving stamina fighting
aging through anti-oxidant property improving lung function fighting respiratory
infections amp building resistance to disease It is these properties that make Dabur
Chyawanprash a preferred choice for its users
Ingredients of Dabur Chyawanprash
Vishwast Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts
Special Vishwast fortified with additional health beneficial herbs like
Keshar Akarkara etc
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Packaging
n
The figure above shows the evolution of the packaging of Dabur Chyawanprash
Dabur continuously innovates the package and branding of its chayawanprash It
launched Dabur Chyawanprash first in 1949 in a tin pack and it was the first
branded Chyawanprash in India Later Dabur came out with its new packet of
Chyawanprash with Amitabh Bachchan as their brand ambassador It also
received ldquoBrand Relaunch of the Year ldquoaward from IMA
Available in
Dabur Chyawanprash is available in three sizes to cater to the needs of different
types of people
1 One kilogram pack
2 500 gram pack
3 250 gram pack
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69
PRICE
The pricing of Dabur chyawanprash is very competitive Dabur chyawanprash uses
second degree price discrimination ie more the quantity lower the price
1kg Rs19500
500gms Rs11000
250gms Rs 6200
PRICEQUALITY MATRIX
Pricerarr
Quality
darr
High Middle Low
High
Luxury
Segment
Ideal For
Penetration
DABUR
CHYAWANPRASH
Premiere
Offering
Middle
Overpriced Average Real
Bargain
Low
Make The Sale
and Run
Unhappy
Customers
Cheap
Goods
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70
PLACE
Dabur has a very wide distribution of its products through 16 million retail outlets
and 50 C amp F agents all over India who distribute products to the retailers Adistribution of C amp F agents and manufacturing locations is given below
Daburrsquos distribution network extends beyond India in the following countries as
well
Distribution Network
Central North amp South America
Australia
Asia
Middle East
North amp South Africa
East amp West Europe
8132019 Making by Th Harsh Pandit
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PROMOTION
The main form of promotional activities of Dabur chyawanprash are concentrated
towards advertising and it has neglible sales promotional activities
Advertising
Nothing can happen without establishing the brandrsquos heritage emphasizing
technological prowess explaining benefits and building bonds with prospective
buyers Ads are necessary because the images are still mouldable and fluid and
the consumerrsquos sophistication level is low Dabur chyawanprash is advertised on
print media as well as on television
The company has launched two ads one each with Amitabh and Vivek in
national electronic media followed by a series of print media campaign directed
towards creating awareness to educate people about the holistic benefits of
ChyawanprashThe ads have been created by McCann Ericsson and the company
would be spending close to Rs 10 crore in promotional campaign this year The
ads would also be translated in Bengali These advertisements are supposed to
target the old and the younger generation respectively
Thecompany has launched a new ad with MS Dhoni who is leader of Indian
cricket team
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72
SWOT ANALYSIS OF DABUR
STRENGTHS
Strong presence in well defined
niches( like value added Hair Oil and
Ayurveda specialities)
Core knowledge of Ayurveda as
competitive advantage
Strong Brand Image
Product Development Strength
Strong Distribution Network
Extensive Supply Chain
IT Initiatives
R amp D ndash a key strength
WEAKNESS
Seasonal Demand( like
chyawanprash in winter and Vatika not
in winter)
Low Penetration(Chyawanprash)
High price(Vatika)
Limited differentiation (Vatika)
Unbranded players account for
the 23rd of the total market(Vatika)
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OPPORTUNITIES
Untapped
Market(Chyawanprash)
Market Development
Export opportunities
Innovation
Increasing income level of the
middle class Creating additional consumption
pattern
THREATS
Existing Competition( like
Himani baidyanath and Zandu for
Dabur Chyawanprash and MaricoKeo
Karpin HLL and Bajaj for Vatika Hair Oil)
New Entrants
Threat from substitutes (like
Bryllcream for Vatika hair oil)
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74
OBJECTIVE OF THE STUDY
The major objective of the survey is to collect the data from outlets in the
specified areas where cold drinks are to be sold
To make an assessment of availability of several brands of dabur in
different packs and size in the specified areas
To make an assessment of market presence program of the dabur
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Research Methodology
Data collection
Sample unit
1) working people (including men amp women) amp housewife
2) college students
3) school students
4) senior citizens
5) Retailer
Sample size
1 working people amp housewife 30
2 college students 25
3 school students 20
4 senior citizens 15
5 Retailer 10
Sampling techniques
Judgmental sampling techniques used
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Sampling region
Sampling region will be DELHI in rural area
Data collection method
1 Primary data It will be collected with the help of a self administered
questionnaire
2 Secondary data it will be collected with the help of books research
papers magazines news papers journals internet etc
3
Research instruments
Questionnaire design
As the questionnaire is self administrated one the survey will be simple and user
friendly Words used in questionnaire will be readily understandable to all
respondent Also technical jargons will be avoided to ensure that there is no
confusion for respondents
Data Analysis - Data analysis will be done with the help of MS Excel and SPSS
Software
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DATA ANALYSIS
DABUR CHYAWANPRASH
1 AWARNESS LEVEL
I
NTERPRETATION-
According to serveyAll person are know the dabur100 person of dabur65
person kmow the Baidyanathamp Dabur 40 people of HimaniBaidyanath and
Dabur 60 person of ZanduHimaniBaidyanath and Dabur
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2 PREFERRED BRAND
INTERPRETATION-
According to servey60 person are preferred dabur product 15 person are
preferred Baidynath product 15 person are preferred Himani product 10 person
are preferred Zandu
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3SATISFACTION LEVEL
INTERPRETATION-
According to servey100 satisfaction level of dabur product 80 satisfaction level
of Baidynath product 80 satisfaction level of Himani product
60 satisfaction level of Zandu product
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4 REASONS FOR SELECTING A PARTICULAR BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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5HOW DID YOU COME TO KNOW ABOUT THIS BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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6 PREFERRED PACK SIZE
INTERPRETATION-
According to servey50 person are preferred 500gm product 30 person are
preferred 1kg product 20 person are preferred 250gm product
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8 REASON TO SELECT PREFERRED PACK SIZE
INTERPRETATION-
According to servey20 person are select product of itrsquos availability pack size
40 person are select product of itrsquos price pack size 25 person are select
product of itrsquos family pack size 15 person are select product of itrsquos storage
pack size
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9 FREQUENCY OF
PURCHASE
INTERPRETATION-
According to servey30 People are purchase product after one month 55
People are purchase product after two months 15 People are purchase
product after six months
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COMPETITOR ANALYSIS
The key competitorrsquos of Dabur in the Chyawanprash segment are Baidyanath
Zandu and Himani which together with Dabur have about 85 of Indias domestic
market
Dabur is Indias largest Ayurvedic medicine supplier and the fourth largest
producer of FMCG It was established in 1884 and had grown to a business level
in 2003 of about 650 million dollars per year though only a fraction of that is
involved with Ayurvedic medicine Dabur Chyawanprash (herbal honey) has a
market share of 61We have tried to analyse the competition for Dabur in the
Chyawanprash segment as follows
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The Himani Group
It founded in 1974 provides a diverse range of products doing 110 million dollars
of business annually though only a portion is involved with Ayurvedic products
through its Himani line the company is mainly involved with toiletries and
cosmetics but also provides Chyawanprash and other health productsIts market
share is 12
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CONCLUSIONS
The Chyawanprash Industry is yet to capture the beverage market in full swing Packed Chyawanprash
followed by Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts the market The consumerrsquos patriotic love for tea and coffee is unfared
Chyawanprash are yet to establish their supplement use in the average household here in lies the great
opportunities Within the market it is safe to conclude that dabur has hit off ratherwell with the
masses
dabur has clearly lost it head start advantage and thereby acquiring just 35 of the market share while
others enjoys rest of the market share This could be well attributed to dabor successful ATA
(Availability Taste and Affordability) marketing module the attributes most rated by the consumersLack of publicity has hampered the growth progress of the brand so aggressive advertising is needed to
promote Chyawanprash and vatika hair oil brand
The brands such as that of Chyawanprash by vednath Chyawanprash with its lsquosonacahndi lsquoMinute-
madersquo and also US food giantssDel Monte are ready to hit the Chyawanprash market very soon
As the strategies of the companies keeps on changing be it in Chyawanprash industry a company has
to create perceptions and cover them into realities It is an expensive proposition requiring huge
expenditure on advertising sponsorships and media Thus the ideal company will be the one which
combines the high end technology with consumer insight
As 16 of the excise duty is exempted on food products in this budget Many food companies including
Dabur got benefited from it On the analysis of survey it was found that target Market of Chyawanprash
want quality benefit rather then Price benefit so it is better to stress on quality rather than on
decreasing price to increase sales and profit
To increase market share Dabur should give slight price benefit on Dabur brand so that customers of
other Juice brand should switch from other brand to Dabur brand
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Findings
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey100 satisfaction level of dabur product 80 satisfaction level of
Baidynath product 80 satisfaction level of Himani product 60 satisfaction level of
Zandu product
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis According to servey50 person are preferred 500gm
product 30 person are preferred 1kg product 20 person are preferred 250gm
product
According to servey20 person are select product of itrsquos availability pack size 40
person are select product of itrsquos price pack size 25 person are select product of itrsquos
family pack size 15 person are select product of itrsquos storage pack size
According to servey30 People are purchase product after one month 55 People are
purchase product after two months 15 People are purchase product after six months
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LIMITATIONS
No study is free from limitations The limitations of this study can be
Sample size taken is small and may not be sufficient to predict theresults with 100 accuracy
The result is based on primary and secondary data that has itrsquos own limitations
The study only covers the area of Delhi that may not beapplicable to other areas
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RECOMMENDATIONS
Focus on growing core brands across categories
Reaching out to new geographies within Hapur area
Improve operational efficiencies by leveraging technology
Be the preferred company to meet the health and personal grooming needs of
our target consumers with safe efficacious natural solutions by synthesizing the
deep knowledge of ayurveda and herbs with modern science
Provide consumers with innovative products within easy reach
Vatika hair care centre On the lines of Maricorsquos Kaya Skin Clinic Dabur
could start a venture called Vatika hair care centre which would provide total hair
care solutions It could have hair care experts to solve hair problemsServices could
include dandruff treatment straightening of hair treatment for split endsetc
Position Dabur Chyawanprash as not more of a medicine but as something
which is necessary for health
More initiatives like ldquo Dabur ki Deewarrdquo to increase brand visibility It is an
initiative to occupy shelf space
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BIBLIOGRAPHY
Books
Marketing Management Twelfth Edition ndash Philip Kotler amp Kevin Lane Keller
Websites
wwwgooglecom
wwwdaburcom
wwwtutor2unet
wwwbrandchannelcom
The time of india
Forbs magazing
Hinustan time
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YES NO
7Which pack size do you prefer
YES NO
8On what parameters do you choose this pack size
YES NO
9 how do u increase the company position
YES NO
10 how you increase your company position in market agains other company
YES NO
![Page 53: Making by Th Harsh Pandit](https://reader033.vdocuments.mx/reader033/viewer/2022052406/577cd3191a28ab9e7896af7d/html5/thumbnails/53.jpg)
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Personal Care
Hair Care Oil
Amla Hair Oil
Amla Lite Hair Oil
Vatika Hair Oil
Anmol Sarson Amla
Hair Care Shampoo
Anmol Silky Black Shampoo
Vatika Henna Conditioning Shampoo
Vatika AntiDandruff Shampoo
Anmol Natural Shine Shampoo
Oral Care
Dabur Red Gel
Dabur Red Toothpaste
Babool Toothpaste
Dabur Lal Dant Manjan
Dabur Binaca
Toothbrush
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Dabur Amongst Top Three Most
Respected FMCG Companies
Dabur Real Bags Gold In Readers
Digest Trusted Brand Awards
Dabur Figures In Top Great PlaceTo Work 2006 List
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Dabur has been ranked
amongst Indias Most
Innovative Companies by
a Business Today-Monitor
Group survey
Hajmola has been ranked
34th in Indiarsquos 100 Most
Valuable Brands list
Hajmola one of the
strongest brands in
Daburs portfolio
has been listed
among the Top 18
Iconic Brands in
India that have
stood the test oftime
Dabur Indiarsquos fruit juice
brand Reacuteal awarded the
Three Dabur brands --
Hajmola Dabur Amla and
Hajmola moves up
11 spots to take the
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Readerrsquos Digest Gold
Trusted Brand Award
2008 in the food amp
beverages category
Vatika -- have debuted in
the Economic Times
Brand Equitys Most
Trusted Brands 2008 list
Besides Dabur Foods has
climbed up to take the
40th spot
34th position
among Indias Top
100 Most Valuable
Brands of 2008
released by 4Ps and
ICMR
Dabur India Ltd has been ranked 28th in the list of Indias Top 50 Most
valuable (Company) Brands by Brand Finance
newu was voted the Most
Admired New Retail
Launch of the year at
Images Retail Awards
Dabur India CEO Mr
Sunil Duggal was named
Best Corporate Leader of
2008 at the BampE
Leadership and Excellence
Dabur India Ltd
was ranked the
Business Leader in
the FMCG -
Personal Care
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Awards Category at the
NDTV Profit
Business
Leadership Award
2008
Dabur India Ltd CEO Mr
Sunil Duggal has been
ranked among Indias
Most valueable CEOs by
Business World
Dabur India Ltd has been listed among the Super
100 of India Inc prepared by Business India
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Dedicated to the health and well being of every household
This is our company We accept personal responsibility and accountability to meet business needs
We all are leaders in our area of responsibility with a deep commitment to deliver results We are determined to be the best at doing what matters most
People are our most important asset We add value through result driven training and we encourage amp reward excellence
We have superior understanding of consumer needs and develop products to fulfill them better
We work together on the principle of mutual trust amp transparency in a boundary-less organisation We are intellectually honest in advocating proposals includingrecognizing risks
Continuous innovation in products amp processes is the basis of our success
We are committed to the achievement of business success with integrity We are honest with consumers with business partners and with each other
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INTRODUCTION OF DABUR CHYWANPRASH
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Dabur Chyawanprash the trusted name for your entire familys health
Dabur Chyawanprash has anti-oxidant properties amp strengthens your bodysinternal defense mechanism the immune system thereby protecting you fromeveryday infections cough cold amp stress etc
At a time when flu and viruses are everywhere your immunity system provides the best prevention from these deadly diseases Chyawanprash a time-tested age-
old formulation has a number of herbs like Amla known to be one of the bestantioxidants Giloy (Guduchi) known to have immuno modulatory properties andhas more than 40 other natural ingredients to boost immunity
Dabur Chyawanprash The Health Giver
Derived from 2500-year-old Ayurvedic formula
Totally chemical-free natural and safe Powerful combination of herbs and plant extracts in a
base of Amla fruit pulp Refined by Dabur to provide traditional goodness with best quality
Reinforces the immune system amp helps fight disease Trusted health provider of a majority of Indian households
Usage
Dabur Chyawanprash has a tangy sweet-sour taste and the consistency of jamIt can be taken directly or with milk and as bread spread In all cases itstherapeutic properties remain stable and active In winters have a glass ofwarm milk after having Chyawanprash In summers have a glass of cold milkafter having Chyawanprash
Dose
1-2 teaspoonful
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STP ANALYSIS OF DABUR CHYAWANPRASH
SEGMENTATION
Dabur Chyawanprash is the market leader in the Chyawanprash segment It
comes under the category of health supplements The segments that it considers
are growing kids competitive youth ever busy housewives and the aged
For the growing kids In todays competitive environment the children are under
high pressure to excel
For the competitive youth Modern life keeps the youth busy and demands them
to be active and efficient
For ever-busy housewives The homemaker needs to be fit in order to shoulder
all responsibilities
For the aged Old age weakens a person physically and mentally
After segmenting the population into these categories it aims to keep them fit
and healthy
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TARGETING
Traditionally chyawanprash was supposed to be a health supplement for the
aged and kids Dabur Chyawanprash (DCP) is now targeting adults housewives
youth and kids This it is trying to achieve through its promotion activities by
making Amitabh Bacchan and Vivek Oberoi do the endorsement act Amitabh
has been projected as a user of Chyawanprash attempting to establish the
relevance of DCP amongst the adults in todayrsquos demanding lifestyle Vivek who
represents an urban ambitious non-user with a mindset that Chyawanprash is not
for him meets his moment of truth when outperformed by a young
Chyawanprash user thus reaching out to kids His final conversion from a non-
user to a Chyawanprash user connects with the Youth These two ads compliment
each other and connect very well with the targeted consumers
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POSITIONING
Andar se strongrdquo Dabur chyawanprash has the tag line Andar se strongrdquo By
using a natural language instead of scientific language it is able to connect with
the consumers and is able to achieve a better positioning in the minds of the
Indian health conscious consumer A category like Chyawanprash for instance
needs to understand that in employing the category language it loses any chance
of expressing its own benefit distinctively
Holistic Health benefit of Ayurveda Dabur Chyawanprash helps in stimulating
immune system relieving stress improving stamina fighting aging through anti-
oxidant property improving lung function fighting respiratory infections amp
building resistance to disease The brand conveys this health conscious holistic
view of the product
Brand Trust Over 100 years of Daburrsquos experience in Ayurveda ensures selection
processing and quality control of right herbs along with scientific and clinical
studies ndash makes DCP a trustworthy offering for consumers Consumers view DCP
as a product by a trusted brand and therefore do not need to think twice beforemaking a purchasing decisio
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MARKETING MIX OF DABUR CHYAWANPRASH
Dabur Chyawanprash is the market leader in the chyawanprash segment and has
achieved this with its innovative product offering pricing strategy easy
availability and promotion campaigns In the marketing mix of Dabur we shall be
discussing the 4 Ps of marketing mix with respect to Dabur Chyawanprash The
mix shall be analyzed as followed
Product
Price
Place
Promotion
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Product Price Promotion Place
bull Product
Variety
bull Quality
bull Design
bull Features
bull Brand
Names
bull Services
bull List Price
bull Discount
bull Financing
Schemes
bull Credit Terms
bull Advertising amp
Promotion
bull Public Relations
bull Sponsorships
bull Internet
Marketing
bull Channels
bull Location
bull Inventory
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PRODUCT
Dabur Chyawanprash is the leader in the Chyawanprash category
and enjoys a market share of 61 per cent In 50s Dabur pioneered the
concept of branded Chyawanprash and since has invested heavily in
product development clinical studies and consumer awareness The
product is essentially a health supplement
Known as the ldquoelixir of liferdquo Chyawanprash has (clinically) proven benefits in
maintaining smooth body functioning The principal ingredient Amla (Indian
Gooseberry) acts as an anti-oxidant and immuno-stimulant Dabur Chyawanprash
helps in stimulating immune system relieving stress improving stamina fighting
aging through anti-oxidant property improving lung function fighting respiratory
infections amp building resistance to disease It is these properties that make Dabur
Chyawanprash a preferred choice for its users
Ingredients of Dabur Chyawanprash
Vishwast Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts
Special Vishwast fortified with additional health beneficial herbs like
Keshar Akarkara etc
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Packaging
n
The figure above shows the evolution of the packaging of Dabur Chyawanprash
Dabur continuously innovates the package and branding of its chayawanprash It
launched Dabur Chyawanprash first in 1949 in a tin pack and it was the first
branded Chyawanprash in India Later Dabur came out with its new packet of
Chyawanprash with Amitabh Bachchan as their brand ambassador It also
received ldquoBrand Relaunch of the Year ldquoaward from IMA
Available in
Dabur Chyawanprash is available in three sizes to cater to the needs of different
types of people
1 One kilogram pack
2 500 gram pack
3 250 gram pack
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PRICE
The pricing of Dabur chyawanprash is very competitive Dabur chyawanprash uses
second degree price discrimination ie more the quantity lower the price
1kg Rs19500
500gms Rs11000
250gms Rs 6200
PRICEQUALITY MATRIX
Pricerarr
Quality
darr
High Middle Low
High
Luxury
Segment
Ideal For
Penetration
DABUR
CHYAWANPRASH
Premiere
Offering
Middle
Overpriced Average Real
Bargain
Low
Make The Sale
and Run
Unhappy
Customers
Cheap
Goods
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PLACE
Dabur has a very wide distribution of its products through 16 million retail outlets
and 50 C amp F agents all over India who distribute products to the retailers Adistribution of C amp F agents and manufacturing locations is given below
Daburrsquos distribution network extends beyond India in the following countries as
well
Distribution Network
Central North amp South America
Australia
Asia
Middle East
North amp South Africa
East amp West Europe
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PROMOTION
The main form of promotional activities of Dabur chyawanprash are concentrated
towards advertising and it has neglible sales promotional activities
Advertising
Nothing can happen without establishing the brandrsquos heritage emphasizing
technological prowess explaining benefits and building bonds with prospective
buyers Ads are necessary because the images are still mouldable and fluid and
the consumerrsquos sophistication level is low Dabur chyawanprash is advertised on
print media as well as on television
The company has launched two ads one each with Amitabh and Vivek in
national electronic media followed by a series of print media campaign directed
towards creating awareness to educate people about the holistic benefits of
ChyawanprashThe ads have been created by McCann Ericsson and the company
would be spending close to Rs 10 crore in promotional campaign this year The
ads would also be translated in Bengali These advertisements are supposed to
target the old and the younger generation respectively
Thecompany has launched a new ad with MS Dhoni who is leader of Indian
cricket team
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SWOT ANALYSIS OF DABUR
STRENGTHS
Strong presence in well defined
niches( like value added Hair Oil and
Ayurveda specialities)
Core knowledge of Ayurveda as
competitive advantage
Strong Brand Image
Product Development Strength
Strong Distribution Network
Extensive Supply Chain
IT Initiatives
R amp D ndash a key strength
WEAKNESS
Seasonal Demand( like
chyawanprash in winter and Vatika not
in winter)
Low Penetration(Chyawanprash)
High price(Vatika)
Limited differentiation (Vatika)
Unbranded players account for
the 23rd of the total market(Vatika)
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OPPORTUNITIES
Untapped
Market(Chyawanprash)
Market Development
Export opportunities
Innovation
Increasing income level of the
middle class Creating additional consumption
pattern
THREATS
Existing Competition( like
Himani baidyanath and Zandu for
Dabur Chyawanprash and MaricoKeo
Karpin HLL and Bajaj for Vatika Hair Oil)
New Entrants
Threat from substitutes (like
Bryllcream for Vatika hair oil)
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74
OBJECTIVE OF THE STUDY
The major objective of the survey is to collect the data from outlets in the
specified areas where cold drinks are to be sold
To make an assessment of availability of several brands of dabur in
different packs and size in the specified areas
To make an assessment of market presence program of the dabur
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Research Methodology
Data collection
Sample unit
1) working people (including men amp women) amp housewife
2) college students
3) school students
4) senior citizens
5) Retailer
Sample size
1 working people amp housewife 30
2 college students 25
3 school students 20
4 senior citizens 15
5 Retailer 10
Sampling techniques
Judgmental sampling techniques used
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Sampling region
Sampling region will be DELHI in rural area
Data collection method
1 Primary data It will be collected with the help of a self administered
questionnaire
2 Secondary data it will be collected with the help of books research
papers magazines news papers journals internet etc
3
Research instruments
Questionnaire design
As the questionnaire is self administrated one the survey will be simple and user
friendly Words used in questionnaire will be readily understandable to all
respondent Also technical jargons will be avoided to ensure that there is no
confusion for respondents
Data Analysis - Data analysis will be done with the help of MS Excel and SPSS
Software
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DATA ANALYSIS
DABUR CHYAWANPRASH
1 AWARNESS LEVEL
I
NTERPRETATION-
According to serveyAll person are know the dabur100 person of dabur65
person kmow the Baidyanathamp Dabur 40 people of HimaniBaidyanath and
Dabur 60 person of ZanduHimaniBaidyanath and Dabur
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2 PREFERRED BRAND
INTERPRETATION-
According to servey60 person are preferred dabur product 15 person are
preferred Baidynath product 15 person are preferred Himani product 10 person
are preferred Zandu
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3SATISFACTION LEVEL
INTERPRETATION-
According to servey100 satisfaction level of dabur product 80 satisfaction level
of Baidynath product 80 satisfaction level of Himani product
60 satisfaction level of Zandu product
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4 REASONS FOR SELECTING A PARTICULAR BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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5HOW DID YOU COME TO KNOW ABOUT THIS BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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6 PREFERRED PACK SIZE
INTERPRETATION-
According to servey50 person are preferred 500gm product 30 person are
preferred 1kg product 20 person are preferred 250gm product
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8 REASON TO SELECT PREFERRED PACK SIZE
INTERPRETATION-
According to servey20 person are select product of itrsquos availability pack size
40 person are select product of itrsquos price pack size 25 person are select
product of itrsquos family pack size 15 person are select product of itrsquos storage
pack size
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9 FREQUENCY OF
PURCHASE
INTERPRETATION-
According to servey30 People are purchase product after one month 55
People are purchase product after two months 15 People are purchase
product after six months
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COMPETITOR ANALYSIS
The key competitorrsquos of Dabur in the Chyawanprash segment are Baidyanath
Zandu and Himani which together with Dabur have about 85 of Indias domestic
market
Dabur is Indias largest Ayurvedic medicine supplier and the fourth largest
producer of FMCG It was established in 1884 and had grown to a business level
in 2003 of about 650 million dollars per year though only a fraction of that is
involved with Ayurvedic medicine Dabur Chyawanprash (herbal honey) has a
market share of 61We have tried to analyse the competition for Dabur in the
Chyawanprash segment as follows
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The Himani Group
It founded in 1974 provides a diverse range of products doing 110 million dollars
of business annually though only a portion is involved with Ayurvedic products
through its Himani line the company is mainly involved with toiletries and
cosmetics but also provides Chyawanprash and other health productsIts market
share is 12
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CONCLUSIONS
The Chyawanprash Industry is yet to capture the beverage market in full swing Packed Chyawanprash
followed by Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts the market The consumerrsquos patriotic love for tea and coffee is unfared
Chyawanprash are yet to establish their supplement use in the average household here in lies the great
opportunities Within the market it is safe to conclude that dabur has hit off ratherwell with the
masses
dabur has clearly lost it head start advantage and thereby acquiring just 35 of the market share while
others enjoys rest of the market share This could be well attributed to dabor successful ATA
(Availability Taste and Affordability) marketing module the attributes most rated by the consumersLack of publicity has hampered the growth progress of the brand so aggressive advertising is needed to
promote Chyawanprash and vatika hair oil brand
The brands such as that of Chyawanprash by vednath Chyawanprash with its lsquosonacahndi lsquoMinute-
madersquo and also US food giantssDel Monte are ready to hit the Chyawanprash market very soon
As the strategies of the companies keeps on changing be it in Chyawanprash industry a company has
to create perceptions and cover them into realities It is an expensive proposition requiring huge
expenditure on advertising sponsorships and media Thus the ideal company will be the one which
combines the high end technology with consumer insight
As 16 of the excise duty is exempted on food products in this budget Many food companies including
Dabur got benefited from it On the analysis of survey it was found that target Market of Chyawanprash
want quality benefit rather then Price benefit so it is better to stress on quality rather than on
decreasing price to increase sales and profit
To increase market share Dabur should give slight price benefit on Dabur brand so that customers of
other Juice brand should switch from other brand to Dabur brand
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Findings
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey100 satisfaction level of dabur product 80 satisfaction level of
Baidynath product 80 satisfaction level of Himani product 60 satisfaction level of
Zandu product
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis According to servey50 person are preferred 500gm
product 30 person are preferred 1kg product 20 person are preferred 250gm
product
According to servey20 person are select product of itrsquos availability pack size 40
person are select product of itrsquos price pack size 25 person are select product of itrsquos
family pack size 15 person are select product of itrsquos storage pack size
According to servey30 People are purchase product after one month 55 People are
purchase product after two months 15 People are purchase product after six months
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LIMITATIONS
No study is free from limitations The limitations of this study can be
Sample size taken is small and may not be sufficient to predict theresults with 100 accuracy
The result is based on primary and secondary data that has itrsquos own limitations
The study only covers the area of Delhi that may not beapplicable to other areas
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RECOMMENDATIONS
Focus on growing core brands across categories
Reaching out to new geographies within Hapur area
Improve operational efficiencies by leveraging technology
Be the preferred company to meet the health and personal grooming needs of
our target consumers with safe efficacious natural solutions by synthesizing the
deep knowledge of ayurveda and herbs with modern science
Provide consumers with innovative products within easy reach
Vatika hair care centre On the lines of Maricorsquos Kaya Skin Clinic Dabur
could start a venture called Vatika hair care centre which would provide total hair
care solutions It could have hair care experts to solve hair problemsServices could
include dandruff treatment straightening of hair treatment for split endsetc
Position Dabur Chyawanprash as not more of a medicine but as something
which is necessary for health
More initiatives like ldquo Dabur ki Deewarrdquo to increase brand visibility It is an
initiative to occupy shelf space
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BIBLIOGRAPHY
Books
Marketing Management Twelfth Edition ndash Philip Kotler amp Kevin Lane Keller
Websites
wwwgooglecom
wwwdaburcom
wwwtutor2unet
wwwbrandchannelcom
The time of india
Forbs magazing
Hinustan time
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YES NO
7Which pack size do you prefer
YES NO
8On what parameters do you choose this pack size
YES NO
9 how do u increase the company position
YES NO
10 how you increase your company position in market agains other company
YES NO
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55
Dabur Amongst Top Three Most
Respected FMCG Companies
Dabur Real Bags Gold In Readers
Digest Trusted Brand Awards
Dabur Figures In Top Great PlaceTo Work 2006 List
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Dabur has been ranked
amongst Indias Most
Innovative Companies by
a Business Today-Monitor
Group survey
Hajmola has been ranked
34th in Indiarsquos 100 Most
Valuable Brands list
Hajmola one of the
strongest brands in
Daburs portfolio
has been listed
among the Top 18
Iconic Brands in
India that have
stood the test oftime
Dabur Indiarsquos fruit juice
brand Reacuteal awarded the
Three Dabur brands --
Hajmola Dabur Amla and
Hajmola moves up
11 spots to take the
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Readerrsquos Digest Gold
Trusted Brand Award
2008 in the food amp
beverages category
Vatika -- have debuted in
the Economic Times
Brand Equitys Most
Trusted Brands 2008 list
Besides Dabur Foods has
climbed up to take the
40th spot
34th position
among Indias Top
100 Most Valuable
Brands of 2008
released by 4Ps and
ICMR
Dabur India Ltd has been ranked 28th in the list of Indias Top 50 Most
valuable (Company) Brands by Brand Finance
newu was voted the Most
Admired New Retail
Launch of the year at
Images Retail Awards
Dabur India CEO Mr
Sunil Duggal was named
Best Corporate Leader of
2008 at the BampE
Leadership and Excellence
Dabur India Ltd
was ranked the
Business Leader in
the FMCG -
Personal Care
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Awards Category at the
NDTV Profit
Business
Leadership Award
2008
Dabur India Ltd CEO Mr
Sunil Duggal has been
ranked among Indias
Most valueable CEOs by
Business World
Dabur India Ltd has been listed among the Super
100 of India Inc prepared by Business India
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Dedicated to the health and well being of every household
This is our company We accept personal responsibility and accountability to meet business needs
We all are leaders in our area of responsibility with a deep commitment to deliver results We are determined to be the best at doing what matters most
People are our most important asset We add value through result driven training and we encourage amp reward excellence
We have superior understanding of consumer needs and develop products to fulfill them better
We work together on the principle of mutual trust amp transparency in a boundary-less organisation We are intellectually honest in advocating proposals includingrecognizing risks
Continuous innovation in products amp processes is the basis of our success
We are committed to the achievement of business success with integrity We are honest with consumers with business partners and with each other
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INTRODUCTION OF DABUR CHYWANPRASH
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Dabur Chyawanprash the trusted name for your entire familys health
Dabur Chyawanprash has anti-oxidant properties amp strengthens your bodysinternal defense mechanism the immune system thereby protecting you fromeveryday infections cough cold amp stress etc
At a time when flu and viruses are everywhere your immunity system provides the best prevention from these deadly diseases Chyawanprash a time-tested age-
old formulation has a number of herbs like Amla known to be one of the bestantioxidants Giloy (Guduchi) known to have immuno modulatory properties andhas more than 40 other natural ingredients to boost immunity
Dabur Chyawanprash The Health Giver
Derived from 2500-year-old Ayurvedic formula
Totally chemical-free natural and safe Powerful combination of herbs and plant extracts in a
base of Amla fruit pulp Refined by Dabur to provide traditional goodness with best quality
Reinforces the immune system amp helps fight disease Trusted health provider of a majority of Indian households
Usage
Dabur Chyawanprash has a tangy sweet-sour taste and the consistency of jamIt can be taken directly or with milk and as bread spread In all cases itstherapeutic properties remain stable and active In winters have a glass ofwarm milk after having Chyawanprash In summers have a glass of cold milkafter having Chyawanprash
Dose
1-2 teaspoonful
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STP ANALYSIS OF DABUR CHYAWANPRASH
SEGMENTATION
Dabur Chyawanprash is the market leader in the Chyawanprash segment It
comes under the category of health supplements The segments that it considers
are growing kids competitive youth ever busy housewives and the aged
For the growing kids In todays competitive environment the children are under
high pressure to excel
For the competitive youth Modern life keeps the youth busy and demands them
to be active and efficient
For ever-busy housewives The homemaker needs to be fit in order to shoulder
all responsibilities
For the aged Old age weakens a person physically and mentally
After segmenting the population into these categories it aims to keep them fit
and healthy
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TARGETING
Traditionally chyawanprash was supposed to be a health supplement for the
aged and kids Dabur Chyawanprash (DCP) is now targeting adults housewives
youth and kids This it is trying to achieve through its promotion activities by
making Amitabh Bacchan and Vivek Oberoi do the endorsement act Amitabh
has been projected as a user of Chyawanprash attempting to establish the
relevance of DCP amongst the adults in todayrsquos demanding lifestyle Vivek who
represents an urban ambitious non-user with a mindset that Chyawanprash is not
for him meets his moment of truth when outperformed by a young
Chyawanprash user thus reaching out to kids His final conversion from a non-
user to a Chyawanprash user connects with the Youth These two ads compliment
each other and connect very well with the targeted consumers
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POSITIONING
Andar se strongrdquo Dabur chyawanprash has the tag line Andar se strongrdquo By
using a natural language instead of scientific language it is able to connect with
the consumers and is able to achieve a better positioning in the minds of the
Indian health conscious consumer A category like Chyawanprash for instance
needs to understand that in employing the category language it loses any chance
of expressing its own benefit distinctively
Holistic Health benefit of Ayurveda Dabur Chyawanprash helps in stimulating
immune system relieving stress improving stamina fighting aging through anti-
oxidant property improving lung function fighting respiratory infections amp
building resistance to disease The brand conveys this health conscious holistic
view of the product
Brand Trust Over 100 years of Daburrsquos experience in Ayurveda ensures selection
processing and quality control of right herbs along with scientific and clinical
studies ndash makes DCP a trustworthy offering for consumers Consumers view DCP
as a product by a trusted brand and therefore do not need to think twice beforemaking a purchasing decisio
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MARKETING MIX OF DABUR CHYAWANPRASH
Dabur Chyawanprash is the market leader in the chyawanprash segment and has
achieved this with its innovative product offering pricing strategy easy
availability and promotion campaigns In the marketing mix of Dabur we shall be
discussing the 4 Ps of marketing mix with respect to Dabur Chyawanprash The
mix shall be analyzed as followed
Product
Price
Place
Promotion
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Product Price Promotion Place
bull Product
Variety
bull Quality
bull Design
bull Features
bull Brand
Names
bull Services
bull List Price
bull Discount
bull Financing
Schemes
bull Credit Terms
bull Advertising amp
Promotion
bull Public Relations
bull Sponsorships
bull Internet
Marketing
bull Channels
bull Location
bull Inventory
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PRODUCT
Dabur Chyawanprash is the leader in the Chyawanprash category
and enjoys a market share of 61 per cent In 50s Dabur pioneered the
concept of branded Chyawanprash and since has invested heavily in
product development clinical studies and consumer awareness The
product is essentially a health supplement
Known as the ldquoelixir of liferdquo Chyawanprash has (clinically) proven benefits in
maintaining smooth body functioning The principal ingredient Amla (Indian
Gooseberry) acts as an anti-oxidant and immuno-stimulant Dabur Chyawanprash
helps in stimulating immune system relieving stress improving stamina fighting
aging through anti-oxidant property improving lung function fighting respiratory
infections amp building resistance to disease It is these properties that make Dabur
Chyawanprash a preferred choice for its users
Ingredients of Dabur Chyawanprash
Vishwast Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts
Special Vishwast fortified with additional health beneficial herbs like
Keshar Akarkara etc
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Packaging
n
The figure above shows the evolution of the packaging of Dabur Chyawanprash
Dabur continuously innovates the package and branding of its chayawanprash It
launched Dabur Chyawanprash first in 1949 in a tin pack and it was the first
branded Chyawanprash in India Later Dabur came out with its new packet of
Chyawanprash with Amitabh Bachchan as their brand ambassador It also
received ldquoBrand Relaunch of the Year ldquoaward from IMA
Available in
Dabur Chyawanprash is available in three sizes to cater to the needs of different
types of people
1 One kilogram pack
2 500 gram pack
3 250 gram pack
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PRICE
The pricing of Dabur chyawanprash is very competitive Dabur chyawanprash uses
second degree price discrimination ie more the quantity lower the price
1kg Rs19500
500gms Rs11000
250gms Rs 6200
PRICEQUALITY MATRIX
Pricerarr
Quality
darr
High Middle Low
High
Luxury
Segment
Ideal For
Penetration
DABUR
CHYAWANPRASH
Premiere
Offering
Middle
Overpriced Average Real
Bargain
Low
Make The Sale
and Run
Unhappy
Customers
Cheap
Goods
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PLACE
Dabur has a very wide distribution of its products through 16 million retail outlets
and 50 C amp F agents all over India who distribute products to the retailers Adistribution of C amp F agents and manufacturing locations is given below
Daburrsquos distribution network extends beyond India in the following countries as
well
Distribution Network
Central North amp South America
Australia
Asia
Middle East
North amp South Africa
East amp West Europe
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PROMOTION
The main form of promotional activities of Dabur chyawanprash are concentrated
towards advertising and it has neglible sales promotional activities
Advertising
Nothing can happen without establishing the brandrsquos heritage emphasizing
technological prowess explaining benefits and building bonds with prospective
buyers Ads are necessary because the images are still mouldable and fluid and
the consumerrsquos sophistication level is low Dabur chyawanprash is advertised on
print media as well as on television
The company has launched two ads one each with Amitabh and Vivek in
national electronic media followed by a series of print media campaign directed
towards creating awareness to educate people about the holistic benefits of
ChyawanprashThe ads have been created by McCann Ericsson and the company
would be spending close to Rs 10 crore in promotional campaign this year The
ads would also be translated in Bengali These advertisements are supposed to
target the old and the younger generation respectively
Thecompany has launched a new ad with MS Dhoni who is leader of Indian
cricket team
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SWOT ANALYSIS OF DABUR
STRENGTHS
Strong presence in well defined
niches( like value added Hair Oil and
Ayurveda specialities)
Core knowledge of Ayurveda as
competitive advantage
Strong Brand Image
Product Development Strength
Strong Distribution Network
Extensive Supply Chain
IT Initiatives
R amp D ndash a key strength
WEAKNESS
Seasonal Demand( like
chyawanprash in winter and Vatika not
in winter)
Low Penetration(Chyawanprash)
High price(Vatika)
Limited differentiation (Vatika)
Unbranded players account for
the 23rd of the total market(Vatika)
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OPPORTUNITIES
Untapped
Market(Chyawanprash)
Market Development
Export opportunities
Innovation
Increasing income level of the
middle class Creating additional consumption
pattern
THREATS
Existing Competition( like
Himani baidyanath and Zandu for
Dabur Chyawanprash and MaricoKeo
Karpin HLL and Bajaj for Vatika Hair Oil)
New Entrants
Threat from substitutes (like
Bryllcream for Vatika hair oil)
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OBJECTIVE OF THE STUDY
The major objective of the survey is to collect the data from outlets in the
specified areas where cold drinks are to be sold
To make an assessment of availability of several brands of dabur in
different packs and size in the specified areas
To make an assessment of market presence program of the dabur
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Research Methodology
Data collection
Sample unit
1) working people (including men amp women) amp housewife
2) college students
3) school students
4) senior citizens
5) Retailer
Sample size
1 working people amp housewife 30
2 college students 25
3 school students 20
4 senior citizens 15
5 Retailer 10
Sampling techniques
Judgmental sampling techniques used
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Sampling region
Sampling region will be DELHI in rural area
Data collection method
1 Primary data It will be collected with the help of a self administered
questionnaire
2 Secondary data it will be collected with the help of books research
papers magazines news papers journals internet etc
3
Research instruments
Questionnaire design
As the questionnaire is self administrated one the survey will be simple and user
friendly Words used in questionnaire will be readily understandable to all
respondent Also technical jargons will be avoided to ensure that there is no
confusion for respondents
Data Analysis - Data analysis will be done with the help of MS Excel and SPSS
Software
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DATA ANALYSIS
DABUR CHYAWANPRASH
1 AWARNESS LEVEL
I
NTERPRETATION-
According to serveyAll person are know the dabur100 person of dabur65
person kmow the Baidyanathamp Dabur 40 people of HimaniBaidyanath and
Dabur 60 person of ZanduHimaniBaidyanath and Dabur
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2 PREFERRED BRAND
INTERPRETATION-
According to servey60 person are preferred dabur product 15 person are
preferred Baidynath product 15 person are preferred Himani product 10 person
are preferred Zandu
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3SATISFACTION LEVEL
INTERPRETATION-
According to servey100 satisfaction level of dabur product 80 satisfaction level
of Baidynath product 80 satisfaction level of Himani product
60 satisfaction level of Zandu product
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80
4 REASONS FOR SELECTING A PARTICULAR BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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81
5HOW DID YOU COME TO KNOW ABOUT THIS BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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6 PREFERRED PACK SIZE
INTERPRETATION-
According to servey50 person are preferred 500gm product 30 person are
preferred 1kg product 20 person are preferred 250gm product
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83
8 REASON TO SELECT PREFERRED PACK SIZE
INTERPRETATION-
According to servey20 person are select product of itrsquos availability pack size
40 person are select product of itrsquos price pack size 25 person are select
product of itrsquos family pack size 15 person are select product of itrsquos storage
pack size
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84
9 FREQUENCY OF
PURCHASE
INTERPRETATION-
According to servey30 People are purchase product after one month 55
People are purchase product after two months 15 People are purchase
product after six months
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85
COMPETITOR ANALYSIS
The key competitorrsquos of Dabur in the Chyawanprash segment are Baidyanath
Zandu and Himani which together with Dabur have about 85 of Indias domestic
market
Dabur is Indias largest Ayurvedic medicine supplier and the fourth largest
producer of FMCG It was established in 1884 and had grown to a business level
in 2003 of about 650 million dollars per year though only a fraction of that is
involved with Ayurvedic medicine Dabur Chyawanprash (herbal honey) has a
market share of 61We have tried to analyse the competition for Dabur in the
Chyawanprash segment as follows
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The Himani Group
It founded in 1974 provides a diverse range of products doing 110 million dollars
of business annually though only a portion is involved with Ayurvedic products
through its Himani line the company is mainly involved with toiletries and
cosmetics but also provides Chyawanprash and other health productsIts market
share is 12
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88
CONCLUSIONS
The Chyawanprash Industry is yet to capture the beverage market in full swing Packed Chyawanprash
followed by Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts the market The consumerrsquos patriotic love for tea and coffee is unfared
Chyawanprash are yet to establish their supplement use in the average household here in lies the great
opportunities Within the market it is safe to conclude that dabur has hit off ratherwell with the
masses
dabur has clearly lost it head start advantage and thereby acquiring just 35 of the market share while
others enjoys rest of the market share This could be well attributed to dabor successful ATA
(Availability Taste and Affordability) marketing module the attributes most rated by the consumersLack of publicity has hampered the growth progress of the brand so aggressive advertising is needed to
promote Chyawanprash and vatika hair oil brand
The brands such as that of Chyawanprash by vednath Chyawanprash with its lsquosonacahndi lsquoMinute-
madersquo and also US food giantssDel Monte are ready to hit the Chyawanprash market very soon
As the strategies of the companies keeps on changing be it in Chyawanprash industry a company has
to create perceptions and cover them into realities It is an expensive proposition requiring huge
expenditure on advertising sponsorships and media Thus the ideal company will be the one which
combines the high end technology with consumer insight
As 16 of the excise duty is exempted on food products in this budget Many food companies including
Dabur got benefited from it On the analysis of survey it was found that target Market of Chyawanprash
want quality benefit rather then Price benefit so it is better to stress on quality rather than on
decreasing price to increase sales and profit
To increase market share Dabur should give slight price benefit on Dabur brand so that customers of
other Juice brand should switch from other brand to Dabur brand
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89
Findings
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey100 satisfaction level of dabur product 80 satisfaction level of
Baidynath product 80 satisfaction level of Himani product 60 satisfaction level of
Zandu product
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis According to servey50 person are preferred 500gm
product 30 person are preferred 1kg product 20 person are preferred 250gm
product
According to servey20 person are select product of itrsquos availability pack size 40
person are select product of itrsquos price pack size 25 person are select product of itrsquos
family pack size 15 person are select product of itrsquos storage pack size
According to servey30 People are purchase product after one month 55 People are
purchase product after two months 15 People are purchase product after six months
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90
LIMITATIONS
No study is free from limitations The limitations of this study can be
Sample size taken is small and may not be sufficient to predict theresults with 100 accuracy
The result is based on primary and secondary data that has itrsquos own limitations
The study only covers the area of Delhi that may not beapplicable to other areas
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91
RECOMMENDATIONS
Focus on growing core brands across categories
Reaching out to new geographies within Hapur area
Improve operational efficiencies by leveraging technology
Be the preferred company to meet the health and personal grooming needs of
our target consumers with safe efficacious natural solutions by synthesizing the
deep knowledge of ayurveda and herbs with modern science
Provide consumers with innovative products within easy reach
Vatika hair care centre On the lines of Maricorsquos Kaya Skin Clinic Dabur
could start a venture called Vatika hair care centre which would provide total hair
care solutions It could have hair care experts to solve hair problemsServices could
include dandruff treatment straightening of hair treatment for split endsetc
Position Dabur Chyawanprash as not more of a medicine but as something
which is necessary for health
More initiatives like ldquo Dabur ki Deewarrdquo to increase brand visibility It is an
initiative to occupy shelf space
8132019 Making by Th Harsh Pandit
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92
BIBLIOGRAPHY
Books
Marketing Management Twelfth Edition ndash Philip Kotler amp Kevin Lane Keller
Websites
wwwgooglecom
wwwdaburcom
wwwtutor2unet
wwwbrandchannelcom
The time of india
Forbs magazing
Hinustan time
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YES NO
7Which pack size do you prefer
YES NO
8On what parameters do you choose this pack size
YES NO
9 how do u increase the company position
YES NO
10 how you increase your company position in market agains other company
YES NO
![Page 55: Making by Th Harsh Pandit](https://reader033.vdocuments.mx/reader033/viewer/2022052406/577cd3191a28ab9e7896af7d/html5/thumbnails/55.jpg)
8132019 Making by Th Harsh Pandit
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Dabur Amongst Top Three Most
Respected FMCG Companies
Dabur Real Bags Gold In Readers
Digest Trusted Brand Awards
Dabur Figures In Top Great PlaceTo Work 2006 List
8132019 Making by Th Harsh Pandit
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56
Dabur has been ranked
amongst Indias Most
Innovative Companies by
a Business Today-Monitor
Group survey
Hajmola has been ranked
34th in Indiarsquos 100 Most
Valuable Brands list
Hajmola one of the
strongest brands in
Daburs portfolio
has been listed
among the Top 18
Iconic Brands in
India that have
stood the test oftime
Dabur Indiarsquos fruit juice
brand Reacuteal awarded the
Three Dabur brands --
Hajmola Dabur Amla and
Hajmola moves up
11 spots to take the
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57
Readerrsquos Digest Gold
Trusted Brand Award
2008 in the food amp
beverages category
Vatika -- have debuted in
the Economic Times
Brand Equitys Most
Trusted Brands 2008 list
Besides Dabur Foods has
climbed up to take the
40th spot
34th position
among Indias Top
100 Most Valuable
Brands of 2008
released by 4Ps and
ICMR
Dabur India Ltd has been ranked 28th in the list of Indias Top 50 Most
valuable (Company) Brands by Brand Finance
newu was voted the Most
Admired New Retail
Launch of the year at
Images Retail Awards
Dabur India CEO Mr
Sunil Duggal was named
Best Corporate Leader of
2008 at the BampE
Leadership and Excellence
Dabur India Ltd
was ranked the
Business Leader in
the FMCG -
Personal Care
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Awards Category at the
NDTV Profit
Business
Leadership Award
2008
Dabur India Ltd CEO Mr
Sunil Duggal has been
ranked among Indias
Most valueable CEOs by
Business World
Dabur India Ltd has been listed among the Super
100 of India Inc prepared by Business India
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Dedicated to the health and well being of every household
This is our company We accept personal responsibility and accountability to meet business needs
We all are leaders in our area of responsibility with a deep commitment to deliver results We are determined to be the best at doing what matters most
People are our most important asset We add value through result driven training and we encourage amp reward excellence
We have superior understanding of consumer needs and develop products to fulfill them better
We work together on the principle of mutual trust amp transparency in a boundary-less organisation We are intellectually honest in advocating proposals includingrecognizing risks
Continuous innovation in products amp processes is the basis of our success
We are committed to the achievement of business success with integrity We are honest with consumers with business partners and with each other
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INTRODUCTION OF DABUR CHYWANPRASH
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Dabur Chyawanprash the trusted name for your entire familys health
Dabur Chyawanprash has anti-oxidant properties amp strengthens your bodysinternal defense mechanism the immune system thereby protecting you fromeveryday infections cough cold amp stress etc
At a time when flu and viruses are everywhere your immunity system provides the best prevention from these deadly diseases Chyawanprash a time-tested age-
old formulation has a number of herbs like Amla known to be one of the bestantioxidants Giloy (Guduchi) known to have immuno modulatory properties andhas more than 40 other natural ingredients to boost immunity
Dabur Chyawanprash The Health Giver
Derived from 2500-year-old Ayurvedic formula
Totally chemical-free natural and safe Powerful combination of herbs and plant extracts in a
base of Amla fruit pulp Refined by Dabur to provide traditional goodness with best quality
Reinforces the immune system amp helps fight disease Trusted health provider of a majority of Indian households
Usage
Dabur Chyawanprash has a tangy sweet-sour taste and the consistency of jamIt can be taken directly or with milk and as bread spread In all cases itstherapeutic properties remain stable and active In winters have a glass ofwarm milk after having Chyawanprash In summers have a glass of cold milkafter having Chyawanprash
Dose
1-2 teaspoonful
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STP ANALYSIS OF DABUR CHYAWANPRASH
SEGMENTATION
Dabur Chyawanprash is the market leader in the Chyawanprash segment It
comes under the category of health supplements The segments that it considers
are growing kids competitive youth ever busy housewives and the aged
For the growing kids In todays competitive environment the children are under
high pressure to excel
For the competitive youth Modern life keeps the youth busy and demands them
to be active and efficient
For ever-busy housewives The homemaker needs to be fit in order to shoulder
all responsibilities
For the aged Old age weakens a person physically and mentally
After segmenting the population into these categories it aims to keep them fit
and healthy
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TARGETING
Traditionally chyawanprash was supposed to be a health supplement for the
aged and kids Dabur Chyawanprash (DCP) is now targeting adults housewives
youth and kids This it is trying to achieve through its promotion activities by
making Amitabh Bacchan and Vivek Oberoi do the endorsement act Amitabh
has been projected as a user of Chyawanprash attempting to establish the
relevance of DCP amongst the adults in todayrsquos demanding lifestyle Vivek who
represents an urban ambitious non-user with a mindset that Chyawanprash is not
for him meets his moment of truth when outperformed by a young
Chyawanprash user thus reaching out to kids His final conversion from a non-
user to a Chyawanprash user connects with the Youth These two ads compliment
each other and connect very well with the targeted consumers
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POSITIONING
Andar se strongrdquo Dabur chyawanprash has the tag line Andar se strongrdquo By
using a natural language instead of scientific language it is able to connect with
the consumers and is able to achieve a better positioning in the minds of the
Indian health conscious consumer A category like Chyawanprash for instance
needs to understand that in employing the category language it loses any chance
of expressing its own benefit distinctively
Holistic Health benefit of Ayurveda Dabur Chyawanprash helps in stimulating
immune system relieving stress improving stamina fighting aging through anti-
oxidant property improving lung function fighting respiratory infections amp
building resistance to disease The brand conveys this health conscious holistic
view of the product
Brand Trust Over 100 years of Daburrsquos experience in Ayurveda ensures selection
processing and quality control of right herbs along with scientific and clinical
studies ndash makes DCP a trustworthy offering for consumers Consumers view DCP
as a product by a trusted brand and therefore do not need to think twice beforemaking a purchasing decisio
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MARKETING MIX OF DABUR CHYAWANPRASH
Dabur Chyawanprash is the market leader in the chyawanprash segment and has
achieved this with its innovative product offering pricing strategy easy
availability and promotion campaigns In the marketing mix of Dabur we shall be
discussing the 4 Ps of marketing mix with respect to Dabur Chyawanprash The
mix shall be analyzed as followed
Product
Price
Place
Promotion
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Product Price Promotion Place
bull Product
Variety
bull Quality
bull Design
bull Features
bull Brand
Names
bull Services
bull List Price
bull Discount
bull Financing
Schemes
bull Credit Terms
bull Advertising amp
Promotion
bull Public Relations
bull Sponsorships
bull Internet
Marketing
bull Channels
bull Location
bull Inventory
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PRODUCT
Dabur Chyawanprash is the leader in the Chyawanprash category
and enjoys a market share of 61 per cent In 50s Dabur pioneered the
concept of branded Chyawanprash and since has invested heavily in
product development clinical studies and consumer awareness The
product is essentially a health supplement
Known as the ldquoelixir of liferdquo Chyawanprash has (clinically) proven benefits in
maintaining smooth body functioning The principal ingredient Amla (Indian
Gooseberry) acts as an anti-oxidant and immuno-stimulant Dabur Chyawanprash
helps in stimulating immune system relieving stress improving stamina fighting
aging through anti-oxidant property improving lung function fighting respiratory
infections amp building resistance to disease It is these properties that make Dabur
Chyawanprash a preferred choice for its users
Ingredients of Dabur Chyawanprash
Vishwast Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts
Special Vishwast fortified with additional health beneficial herbs like
Keshar Akarkara etc
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Packaging
n
The figure above shows the evolution of the packaging of Dabur Chyawanprash
Dabur continuously innovates the package and branding of its chayawanprash It
launched Dabur Chyawanprash first in 1949 in a tin pack and it was the first
branded Chyawanprash in India Later Dabur came out with its new packet of
Chyawanprash with Amitabh Bachchan as their brand ambassador It also
received ldquoBrand Relaunch of the Year ldquoaward from IMA
Available in
Dabur Chyawanprash is available in three sizes to cater to the needs of different
types of people
1 One kilogram pack
2 500 gram pack
3 250 gram pack
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PRICE
The pricing of Dabur chyawanprash is very competitive Dabur chyawanprash uses
second degree price discrimination ie more the quantity lower the price
1kg Rs19500
500gms Rs11000
250gms Rs 6200
PRICEQUALITY MATRIX
Pricerarr
Quality
darr
High Middle Low
High
Luxury
Segment
Ideal For
Penetration
DABUR
CHYAWANPRASH
Premiere
Offering
Middle
Overpriced Average Real
Bargain
Low
Make The Sale
and Run
Unhappy
Customers
Cheap
Goods
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PLACE
Dabur has a very wide distribution of its products through 16 million retail outlets
and 50 C amp F agents all over India who distribute products to the retailers Adistribution of C amp F agents and manufacturing locations is given below
Daburrsquos distribution network extends beyond India in the following countries as
well
Distribution Network
Central North amp South America
Australia
Asia
Middle East
North amp South Africa
East amp West Europe
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PROMOTION
The main form of promotional activities of Dabur chyawanprash are concentrated
towards advertising and it has neglible sales promotional activities
Advertising
Nothing can happen without establishing the brandrsquos heritage emphasizing
technological prowess explaining benefits and building bonds with prospective
buyers Ads are necessary because the images are still mouldable and fluid and
the consumerrsquos sophistication level is low Dabur chyawanprash is advertised on
print media as well as on television
The company has launched two ads one each with Amitabh and Vivek in
national electronic media followed by a series of print media campaign directed
towards creating awareness to educate people about the holistic benefits of
ChyawanprashThe ads have been created by McCann Ericsson and the company
would be spending close to Rs 10 crore in promotional campaign this year The
ads would also be translated in Bengali These advertisements are supposed to
target the old and the younger generation respectively
Thecompany has launched a new ad with MS Dhoni who is leader of Indian
cricket team
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SWOT ANALYSIS OF DABUR
STRENGTHS
Strong presence in well defined
niches( like value added Hair Oil and
Ayurveda specialities)
Core knowledge of Ayurveda as
competitive advantage
Strong Brand Image
Product Development Strength
Strong Distribution Network
Extensive Supply Chain
IT Initiatives
R amp D ndash a key strength
WEAKNESS
Seasonal Demand( like
chyawanprash in winter and Vatika not
in winter)
Low Penetration(Chyawanprash)
High price(Vatika)
Limited differentiation (Vatika)
Unbranded players account for
the 23rd of the total market(Vatika)
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OPPORTUNITIES
Untapped
Market(Chyawanprash)
Market Development
Export opportunities
Innovation
Increasing income level of the
middle class Creating additional consumption
pattern
THREATS
Existing Competition( like
Himani baidyanath and Zandu for
Dabur Chyawanprash and MaricoKeo
Karpin HLL and Bajaj for Vatika Hair Oil)
New Entrants
Threat from substitutes (like
Bryllcream for Vatika hair oil)
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OBJECTIVE OF THE STUDY
The major objective of the survey is to collect the data from outlets in the
specified areas where cold drinks are to be sold
To make an assessment of availability of several brands of dabur in
different packs and size in the specified areas
To make an assessment of market presence program of the dabur
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Research Methodology
Data collection
Sample unit
1) working people (including men amp women) amp housewife
2) college students
3) school students
4) senior citizens
5) Retailer
Sample size
1 working people amp housewife 30
2 college students 25
3 school students 20
4 senior citizens 15
5 Retailer 10
Sampling techniques
Judgmental sampling techniques used
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Sampling region
Sampling region will be DELHI in rural area
Data collection method
1 Primary data It will be collected with the help of a self administered
questionnaire
2 Secondary data it will be collected with the help of books research
papers magazines news papers journals internet etc
3
Research instruments
Questionnaire design
As the questionnaire is self administrated one the survey will be simple and user
friendly Words used in questionnaire will be readily understandable to all
respondent Also technical jargons will be avoided to ensure that there is no
confusion for respondents
Data Analysis - Data analysis will be done with the help of MS Excel and SPSS
Software
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DATA ANALYSIS
DABUR CHYAWANPRASH
1 AWARNESS LEVEL
I
NTERPRETATION-
According to serveyAll person are know the dabur100 person of dabur65
person kmow the Baidyanathamp Dabur 40 people of HimaniBaidyanath and
Dabur 60 person of ZanduHimaniBaidyanath and Dabur
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2 PREFERRED BRAND
INTERPRETATION-
According to servey60 person are preferred dabur product 15 person are
preferred Baidynath product 15 person are preferred Himani product 10 person
are preferred Zandu
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79
3SATISFACTION LEVEL
INTERPRETATION-
According to servey100 satisfaction level of dabur product 80 satisfaction level
of Baidynath product 80 satisfaction level of Himani product
60 satisfaction level of Zandu product
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80
4 REASONS FOR SELECTING A PARTICULAR BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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81
5HOW DID YOU COME TO KNOW ABOUT THIS BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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82
6 PREFERRED PACK SIZE
INTERPRETATION-
According to servey50 person are preferred 500gm product 30 person are
preferred 1kg product 20 person are preferred 250gm product
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83
8 REASON TO SELECT PREFERRED PACK SIZE
INTERPRETATION-
According to servey20 person are select product of itrsquos availability pack size
40 person are select product of itrsquos price pack size 25 person are select
product of itrsquos family pack size 15 person are select product of itrsquos storage
pack size
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84
9 FREQUENCY OF
PURCHASE
INTERPRETATION-
According to servey30 People are purchase product after one month 55
People are purchase product after two months 15 People are purchase
product after six months
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85
COMPETITOR ANALYSIS
The key competitorrsquos of Dabur in the Chyawanprash segment are Baidyanath
Zandu and Himani which together with Dabur have about 85 of Indias domestic
market
Dabur is Indias largest Ayurvedic medicine supplier and the fourth largest
producer of FMCG It was established in 1884 and had grown to a business level
in 2003 of about 650 million dollars per year though only a fraction of that is
involved with Ayurvedic medicine Dabur Chyawanprash (herbal honey) has a
market share of 61We have tried to analyse the competition for Dabur in the
Chyawanprash segment as follows
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87
The Himani Group
It founded in 1974 provides a diverse range of products doing 110 million dollars
of business annually though only a portion is involved with Ayurvedic products
through its Himani line the company is mainly involved with toiletries and
cosmetics but also provides Chyawanprash and other health productsIts market
share is 12
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88
CONCLUSIONS
The Chyawanprash Industry is yet to capture the beverage market in full swing Packed Chyawanprash
followed by Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts the market The consumerrsquos patriotic love for tea and coffee is unfared
Chyawanprash are yet to establish their supplement use in the average household here in lies the great
opportunities Within the market it is safe to conclude that dabur has hit off ratherwell with the
masses
dabur has clearly lost it head start advantage and thereby acquiring just 35 of the market share while
others enjoys rest of the market share This could be well attributed to dabor successful ATA
(Availability Taste and Affordability) marketing module the attributes most rated by the consumersLack of publicity has hampered the growth progress of the brand so aggressive advertising is needed to
promote Chyawanprash and vatika hair oil brand
The brands such as that of Chyawanprash by vednath Chyawanprash with its lsquosonacahndi lsquoMinute-
madersquo and also US food giantssDel Monte are ready to hit the Chyawanprash market very soon
As the strategies of the companies keeps on changing be it in Chyawanprash industry a company has
to create perceptions and cover them into realities It is an expensive proposition requiring huge
expenditure on advertising sponsorships and media Thus the ideal company will be the one which
combines the high end technology with consumer insight
As 16 of the excise duty is exempted on food products in this budget Many food companies including
Dabur got benefited from it On the analysis of survey it was found that target Market of Chyawanprash
want quality benefit rather then Price benefit so it is better to stress on quality rather than on
decreasing price to increase sales and profit
To increase market share Dabur should give slight price benefit on Dabur brand so that customers of
other Juice brand should switch from other brand to Dabur brand
8132019 Making by Th Harsh Pandit
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89
Findings
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey100 satisfaction level of dabur product 80 satisfaction level of
Baidynath product 80 satisfaction level of Himani product 60 satisfaction level of
Zandu product
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis According to servey50 person are preferred 500gm
product 30 person are preferred 1kg product 20 person are preferred 250gm
product
According to servey20 person are select product of itrsquos availability pack size 40
person are select product of itrsquos price pack size 25 person are select product of itrsquos
family pack size 15 person are select product of itrsquos storage pack size
According to servey30 People are purchase product after one month 55 People are
purchase product after two months 15 People are purchase product after six months
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90
LIMITATIONS
No study is free from limitations The limitations of this study can be
Sample size taken is small and may not be sufficient to predict theresults with 100 accuracy
The result is based on primary and secondary data that has itrsquos own limitations
The study only covers the area of Delhi that may not beapplicable to other areas
8132019 Making by Th Harsh Pandit
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91
RECOMMENDATIONS
Focus on growing core brands across categories
Reaching out to new geographies within Hapur area
Improve operational efficiencies by leveraging technology
Be the preferred company to meet the health and personal grooming needs of
our target consumers with safe efficacious natural solutions by synthesizing the
deep knowledge of ayurveda and herbs with modern science
Provide consumers with innovative products within easy reach
Vatika hair care centre On the lines of Maricorsquos Kaya Skin Clinic Dabur
could start a venture called Vatika hair care centre which would provide total hair
care solutions It could have hair care experts to solve hair problemsServices could
include dandruff treatment straightening of hair treatment for split endsetc
Position Dabur Chyawanprash as not more of a medicine but as something
which is necessary for health
More initiatives like ldquo Dabur ki Deewarrdquo to increase brand visibility It is an
initiative to occupy shelf space
8132019 Making by Th Harsh Pandit
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92
BIBLIOGRAPHY
Books
Marketing Management Twelfth Edition ndash Philip Kotler amp Kevin Lane Keller
Websites
wwwgooglecom
wwwdaburcom
wwwtutor2unet
wwwbrandchannelcom
The time of india
Forbs magazing
Hinustan time
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8132019 Making by Th Harsh Pandit
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YES NO
7Which pack size do you prefer
YES NO
8On what parameters do you choose this pack size
YES NO
9 how do u increase the company position
YES NO
10 how you increase your company position in market agains other company
YES NO
![Page 56: Making by Th Harsh Pandit](https://reader033.vdocuments.mx/reader033/viewer/2022052406/577cd3191a28ab9e7896af7d/html5/thumbnails/56.jpg)
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Dabur has been ranked
amongst Indias Most
Innovative Companies by
a Business Today-Monitor
Group survey
Hajmola has been ranked
34th in Indiarsquos 100 Most
Valuable Brands list
Hajmola one of the
strongest brands in
Daburs portfolio
has been listed
among the Top 18
Iconic Brands in
India that have
stood the test oftime
Dabur Indiarsquos fruit juice
brand Reacuteal awarded the
Three Dabur brands --
Hajmola Dabur Amla and
Hajmola moves up
11 spots to take the
8132019 Making by Th Harsh Pandit
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57
Readerrsquos Digest Gold
Trusted Brand Award
2008 in the food amp
beverages category
Vatika -- have debuted in
the Economic Times
Brand Equitys Most
Trusted Brands 2008 list
Besides Dabur Foods has
climbed up to take the
40th spot
34th position
among Indias Top
100 Most Valuable
Brands of 2008
released by 4Ps and
ICMR
Dabur India Ltd has been ranked 28th in the list of Indias Top 50 Most
valuable (Company) Brands by Brand Finance
newu was voted the Most
Admired New Retail
Launch of the year at
Images Retail Awards
Dabur India CEO Mr
Sunil Duggal was named
Best Corporate Leader of
2008 at the BampE
Leadership and Excellence
Dabur India Ltd
was ranked the
Business Leader in
the FMCG -
Personal Care
8132019 Making by Th Harsh Pandit
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58
Awards Category at the
NDTV Profit
Business
Leadership Award
2008
Dabur India Ltd CEO Mr
Sunil Duggal has been
ranked among Indias
Most valueable CEOs by
Business World
Dabur India Ltd has been listed among the Super
100 of India Inc prepared by Business India
8132019 Making by Th Harsh Pandit
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59
Dedicated to the health and well being of every household
This is our company We accept personal responsibility and accountability to meet business needs
We all are leaders in our area of responsibility with a deep commitment to deliver results We are determined to be the best at doing what matters most
People are our most important asset We add value through result driven training and we encourage amp reward excellence
We have superior understanding of consumer needs and develop products to fulfill them better
We work together on the principle of mutual trust amp transparency in a boundary-less organisation We are intellectually honest in advocating proposals includingrecognizing risks
Continuous innovation in products amp processes is the basis of our success
We are committed to the achievement of business success with integrity We are honest with consumers with business partners and with each other
8132019 Making by Th Harsh Pandit
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60
INTRODUCTION OF DABUR CHYWANPRASH
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Dabur Chyawanprash the trusted name for your entire familys health
Dabur Chyawanprash has anti-oxidant properties amp strengthens your bodysinternal defense mechanism the immune system thereby protecting you fromeveryday infections cough cold amp stress etc
At a time when flu and viruses are everywhere your immunity system provides the best prevention from these deadly diseases Chyawanprash a time-tested age-
old formulation has a number of herbs like Amla known to be one of the bestantioxidants Giloy (Guduchi) known to have immuno modulatory properties andhas more than 40 other natural ingredients to boost immunity
Dabur Chyawanprash The Health Giver
Derived from 2500-year-old Ayurvedic formula
Totally chemical-free natural and safe Powerful combination of herbs and plant extracts in a
base of Amla fruit pulp Refined by Dabur to provide traditional goodness with best quality
Reinforces the immune system amp helps fight disease Trusted health provider of a majority of Indian households
Usage
Dabur Chyawanprash has a tangy sweet-sour taste and the consistency of jamIt can be taken directly or with milk and as bread spread In all cases itstherapeutic properties remain stable and active In winters have a glass ofwarm milk after having Chyawanprash In summers have a glass of cold milkafter having Chyawanprash
Dose
1-2 teaspoonful
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STP ANALYSIS OF DABUR CHYAWANPRASH
SEGMENTATION
Dabur Chyawanprash is the market leader in the Chyawanprash segment It
comes under the category of health supplements The segments that it considers
are growing kids competitive youth ever busy housewives and the aged
For the growing kids In todays competitive environment the children are under
high pressure to excel
For the competitive youth Modern life keeps the youth busy and demands them
to be active and efficient
For ever-busy housewives The homemaker needs to be fit in order to shoulder
all responsibilities
For the aged Old age weakens a person physically and mentally
After segmenting the population into these categories it aims to keep them fit
and healthy
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TARGETING
Traditionally chyawanprash was supposed to be a health supplement for the
aged and kids Dabur Chyawanprash (DCP) is now targeting adults housewives
youth and kids This it is trying to achieve through its promotion activities by
making Amitabh Bacchan and Vivek Oberoi do the endorsement act Amitabh
has been projected as a user of Chyawanprash attempting to establish the
relevance of DCP amongst the adults in todayrsquos demanding lifestyle Vivek who
represents an urban ambitious non-user with a mindset that Chyawanprash is not
for him meets his moment of truth when outperformed by a young
Chyawanprash user thus reaching out to kids His final conversion from a non-
user to a Chyawanprash user connects with the Youth These two ads compliment
each other and connect very well with the targeted consumers
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64
POSITIONING
Andar se strongrdquo Dabur chyawanprash has the tag line Andar se strongrdquo By
using a natural language instead of scientific language it is able to connect with
the consumers and is able to achieve a better positioning in the minds of the
Indian health conscious consumer A category like Chyawanprash for instance
needs to understand that in employing the category language it loses any chance
of expressing its own benefit distinctively
Holistic Health benefit of Ayurveda Dabur Chyawanprash helps in stimulating
immune system relieving stress improving stamina fighting aging through anti-
oxidant property improving lung function fighting respiratory infections amp
building resistance to disease The brand conveys this health conscious holistic
view of the product
Brand Trust Over 100 years of Daburrsquos experience in Ayurveda ensures selection
processing and quality control of right herbs along with scientific and clinical
studies ndash makes DCP a trustworthy offering for consumers Consumers view DCP
as a product by a trusted brand and therefore do not need to think twice beforemaking a purchasing decisio
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65
MARKETING MIX OF DABUR CHYAWANPRASH
Dabur Chyawanprash is the market leader in the chyawanprash segment and has
achieved this with its innovative product offering pricing strategy easy
availability and promotion campaigns In the marketing mix of Dabur we shall be
discussing the 4 Ps of marketing mix with respect to Dabur Chyawanprash The
mix shall be analyzed as followed
Product
Price
Place
Promotion
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Product Price Promotion Place
bull Product
Variety
bull Quality
bull Design
bull Features
bull Brand
Names
bull Services
bull List Price
bull Discount
bull Financing
Schemes
bull Credit Terms
bull Advertising amp
Promotion
bull Public Relations
bull Sponsorships
bull Internet
Marketing
bull Channels
bull Location
bull Inventory
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PRODUCT
Dabur Chyawanprash is the leader in the Chyawanprash category
and enjoys a market share of 61 per cent In 50s Dabur pioneered the
concept of branded Chyawanprash and since has invested heavily in
product development clinical studies and consumer awareness The
product is essentially a health supplement
Known as the ldquoelixir of liferdquo Chyawanprash has (clinically) proven benefits in
maintaining smooth body functioning The principal ingredient Amla (Indian
Gooseberry) acts as an anti-oxidant and immuno-stimulant Dabur Chyawanprash
helps in stimulating immune system relieving stress improving stamina fighting
aging through anti-oxidant property improving lung function fighting respiratory
infections amp building resistance to disease It is these properties that make Dabur
Chyawanprash a preferred choice for its users
Ingredients of Dabur Chyawanprash
Vishwast Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts
Special Vishwast fortified with additional health beneficial herbs like
Keshar Akarkara etc
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Packaging
n
The figure above shows the evolution of the packaging of Dabur Chyawanprash
Dabur continuously innovates the package and branding of its chayawanprash It
launched Dabur Chyawanprash first in 1949 in a tin pack and it was the first
branded Chyawanprash in India Later Dabur came out with its new packet of
Chyawanprash with Amitabh Bachchan as their brand ambassador It also
received ldquoBrand Relaunch of the Year ldquoaward from IMA
Available in
Dabur Chyawanprash is available in three sizes to cater to the needs of different
types of people
1 One kilogram pack
2 500 gram pack
3 250 gram pack
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PRICE
The pricing of Dabur chyawanprash is very competitive Dabur chyawanprash uses
second degree price discrimination ie more the quantity lower the price
1kg Rs19500
500gms Rs11000
250gms Rs 6200
PRICEQUALITY MATRIX
Pricerarr
Quality
darr
High Middle Low
High
Luxury
Segment
Ideal For
Penetration
DABUR
CHYAWANPRASH
Premiere
Offering
Middle
Overpriced Average Real
Bargain
Low
Make The Sale
and Run
Unhappy
Customers
Cheap
Goods
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PLACE
Dabur has a very wide distribution of its products through 16 million retail outlets
and 50 C amp F agents all over India who distribute products to the retailers Adistribution of C amp F agents and manufacturing locations is given below
Daburrsquos distribution network extends beyond India in the following countries as
well
Distribution Network
Central North amp South America
Australia
Asia
Middle East
North amp South Africa
East amp West Europe
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71
PROMOTION
The main form of promotional activities of Dabur chyawanprash are concentrated
towards advertising and it has neglible sales promotional activities
Advertising
Nothing can happen without establishing the brandrsquos heritage emphasizing
technological prowess explaining benefits and building bonds with prospective
buyers Ads are necessary because the images are still mouldable and fluid and
the consumerrsquos sophistication level is low Dabur chyawanprash is advertised on
print media as well as on television
The company has launched two ads one each with Amitabh and Vivek in
national electronic media followed by a series of print media campaign directed
towards creating awareness to educate people about the holistic benefits of
ChyawanprashThe ads have been created by McCann Ericsson and the company
would be spending close to Rs 10 crore in promotional campaign this year The
ads would also be translated in Bengali These advertisements are supposed to
target the old and the younger generation respectively
Thecompany has launched a new ad with MS Dhoni who is leader of Indian
cricket team
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72
SWOT ANALYSIS OF DABUR
STRENGTHS
Strong presence in well defined
niches( like value added Hair Oil and
Ayurveda specialities)
Core knowledge of Ayurveda as
competitive advantage
Strong Brand Image
Product Development Strength
Strong Distribution Network
Extensive Supply Chain
IT Initiatives
R amp D ndash a key strength
WEAKNESS
Seasonal Demand( like
chyawanprash in winter and Vatika not
in winter)
Low Penetration(Chyawanprash)
High price(Vatika)
Limited differentiation (Vatika)
Unbranded players account for
the 23rd of the total market(Vatika)
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73
OPPORTUNITIES
Untapped
Market(Chyawanprash)
Market Development
Export opportunities
Innovation
Increasing income level of the
middle class Creating additional consumption
pattern
THREATS
Existing Competition( like
Himani baidyanath and Zandu for
Dabur Chyawanprash and MaricoKeo
Karpin HLL and Bajaj for Vatika Hair Oil)
New Entrants
Threat from substitutes (like
Bryllcream for Vatika hair oil)
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74
OBJECTIVE OF THE STUDY
The major objective of the survey is to collect the data from outlets in the
specified areas where cold drinks are to be sold
To make an assessment of availability of several brands of dabur in
different packs and size in the specified areas
To make an assessment of market presence program of the dabur
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Research Methodology
Data collection
Sample unit
1) working people (including men amp women) amp housewife
2) college students
3) school students
4) senior citizens
5) Retailer
Sample size
1 working people amp housewife 30
2 college students 25
3 school students 20
4 senior citizens 15
5 Retailer 10
Sampling techniques
Judgmental sampling techniques used
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Sampling region
Sampling region will be DELHI in rural area
Data collection method
1 Primary data It will be collected with the help of a self administered
questionnaire
2 Secondary data it will be collected with the help of books research
papers magazines news papers journals internet etc
3
Research instruments
Questionnaire design
As the questionnaire is self administrated one the survey will be simple and user
friendly Words used in questionnaire will be readily understandable to all
respondent Also technical jargons will be avoided to ensure that there is no
confusion for respondents
Data Analysis - Data analysis will be done with the help of MS Excel and SPSS
Software
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77
DATA ANALYSIS
DABUR CHYAWANPRASH
1 AWARNESS LEVEL
I
NTERPRETATION-
According to serveyAll person are know the dabur100 person of dabur65
person kmow the Baidyanathamp Dabur 40 people of HimaniBaidyanath and
Dabur 60 person of ZanduHimaniBaidyanath and Dabur
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78
2 PREFERRED BRAND
INTERPRETATION-
According to servey60 person are preferred dabur product 15 person are
preferred Baidynath product 15 person are preferred Himani product 10 person
are preferred Zandu
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79
3SATISFACTION LEVEL
INTERPRETATION-
According to servey100 satisfaction level of dabur product 80 satisfaction level
of Baidynath product 80 satisfaction level of Himani product
60 satisfaction level of Zandu product
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80
4 REASONS FOR SELECTING A PARTICULAR BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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81
5HOW DID YOU COME TO KNOW ABOUT THIS BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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82
6 PREFERRED PACK SIZE
INTERPRETATION-
According to servey50 person are preferred 500gm product 30 person are
preferred 1kg product 20 person are preferred 250gm product
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83
8 REASON TO SELECT PREFERRED PACK SIZE
INTERPRETATION-
According to servey20 person are select product of itrsquos availability pack size
40 person are select product of itrsquos price pack size 25 person are select
product of itrsquos family pack size 15 person are select product of itrsquos storage
pack size
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84
9 FREQUENCY OF
PURCHASE
INTERPRETATION-
According to servey30 People are purchase product after one month 55
People are purchase product after two months 15 People are purchase
product after six months
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85
COMPETITOR ANALYSIS
The key competitorrsquos of Dabur in the Chyawanprash segment are Baidyanath
Zandu and Himani which together with Dabur have about 85 of Indias domestic
market
Dabur is Indias largest Ayurvedic medicine supplier and the fourth largest
producer of FMCG It was established in 1884 and had grown to a business level
in 2003 of about 650 million dollars per year though only a fraction of that is
involved with Ayurvedic medicine Dabur Chyawanprash (herbal honey) has a
market share of 61We have tried to analyse the competition for Dabur in the
Chyawanprash segment as follows
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87
The Himani Group
It founded in 1974 provides a diverse range of products doing 110 million dollars
of business annually though only a portion is involved with Ayurvedic products
through its Himani line the company is mainly involved with toiletries and
cosmetics but also provides Chyawanprash and other health productsIts market
share is 12
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88
CONCLUSIONS
The Chyawanprash Industry is yet to capture the beverage market in full swing Packed Chyawanprash
followed by Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts the market The consumerrsquos patriotic love for tea and coffee is unfared
Chyawanprash are yet to establish their supplement use in the average household here in lies the great
opportunities Within the market it is safe to conclude that dabur has hit off ratherwell with the
masses
dabur has clearly lost it head start advantage and thereby acquiring just 35 of the market share while
others enjoys rest of the market share This could be well attributed to dabor successful ATA
(Availability Taste and Affordability) marketing module the attributes most rated by the consumersLack of publicity has hampered the growth progress of the brand so aggressive advertising is needed to
promote Chyawanprash and vatika hair oil brand
The brands such as that of Chyawanprash by vednath Chyawanprash with its lsquosonacahndi lsquoMinute-
madersquo and also US food giantssDel Monte are ready to hit the Chyawanprash market very soon
As the strategies of the companies keeps on changing be it in Chyawanprash industry a company has
to create perceptions and cover them into realities It is an expensive proposition requiring huge
expenditure on advertising sponsorships and media Thus the ideal company will be the one which
combines the high end technology with consumer insight
As 16 of the excise duty is exempted on food products in this budget Many food companies including
Dabur got benefited from it On the analysis of survey it was found that target Market of Chyawanprash
want quality benefit rather then Price benefit so it is better to stress on quality rather than on
decreasing price to increase sales and profit
To increase market share Dabur should give slight price benefit on Dabur brand so that customers of
other Juice brand should switch from other brand to Dabur brand
8132019 Making by Th Harsh Pandit
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89
Findings
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey100 satisfaction level of dabur product 80 satisfaction level of
Baidynath product 80 satisfaction level of Himani product 60 satisfaction level of
Zandu product
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis According to servey50 person are preferred 500gm
product 30 person are preferred 1kg product 20 person are preferred 250gm
product
According to servey20 person are select product of itrsquos availability pack size 40
person are select product of itrsquos price pack size 25 person are select product of itrsquos
family pack size 15 person are select product of itrsquos storage pack size
According to servey30 People are purchase product after one month 55 People are
purchase product after two months 15 People are purchase product after six months
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90
LIMITATIONS
No study is free from limitations The limitations of this study can be
Sample size taken is small and may not be sufficient to predict theresults with 100 accuracy
The result is based on primary and secondary data that has itrsquos own limitations
The study only covers the area of Delhi that may not beapplicable to other areas
8132019 Making by Th Harsh Pandit
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91
RECOMMENDATIONS
Focus on growing core brands across categories
Reaching out to new geographies within Hapur area
Improve operational efficiencies by leveraging technology
Be the preferred company to meet the health and personal grooming needs of
our target consumers with safe efficacious natural solutions by synthesizing the
deep knowledge of ayurveda and herbs with modern science
Provide consumers with innovative products within easy reach
Vatika hair care centre On the lines of Maricorsquos Kaya Skin Clinic Dabur
could start a venture called Vatika hair care centre which would provide total hair
care solutions It could have hair care experts to solve hair problemsServices could
include dandruff treatment straightening of hair treatment for split endsetc
Position Dabur Chyawanprash as not more of a medicine but as something
which is necessary for health
More initiatives like ldquo Dabur ki Deewarrdquo to increase brand visibility It is an
initiative to occupy shelf space
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9294
92
BIBLIOGRAPHY
Books
Marketing Management Twelfth Edition ndash Philip Kotler amp Kevin Lane Keller
Websites
wwwgooglecom
wwwdaburcom
wwwtutor2unet
wwwbrandchannelcom
The time of india
Forbs magazing
Hinustan time
8132019 Making by Th Harsh Pandit
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8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9494
YES NO
7Which pack size do you prefer
YES NO
8On what parameters do you choose this pack size
YES NO
9 how do u increase the company position
YES NO
10 how you increase your company position in market agains other company
YES NO
![Page 57: Making by Th Harsh Pandit](https://reader033.vdocuments.mx/reader033/viewer/2022052406/577cd3191a28ab9e7896af7d/html5/thumbnails/57.jpg)
8132019 Making by Th Harsh Pandit
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57
Readerrsquos Digest Gold
Trusted Brand Award
2008 in the food amp
beverages category
Vatika -- have debuted in
the Economic Times
Brand Equitys Most
Trusted Brands 2008 list
Besides Dabur Foods has
climbed up to take the
40th spot
34th position
among Indias Top
100 Most Valuable
Brands of 2008
released by 4Ps and
ICMR
Dabur India Ltd has been ranked 28th in the list of Indias Top 50 Most
valuable (Company) Brands by Brand Finance
newu was voted the Most
Admired New Retail
Launch of the year at
Images Retail Awards
Dabur India CEO Mr
Sunil Duggal was named
Best Corporate Leader of
2008 at the BampE
Leadership and Excellence
Dabur India Ltd
was ranked the
Business Leader in
the FMCG -
Personal Care
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 5894
58
Awards Category at the
NDTV Profit
Business
Leadership Award
2008
Dabur India Ltd CEO Mr
Sunil Duggal has been
ranked among Indias
Most valueable CEOs by
Business World
Dabur India Ltd has been listed among the Super
100 of India Inc prepared by Business India
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 5994
59
Dedicated to the health and well being of every household
This is our company We accept personal responsibility and accountability to meet business needs
We all are leaders in our area of responsibility with a deep commitment to deliver results We are determined to be the best at doing what matters most
People are our most important asset We add value through result driven training and we encourage amp reward excellence
We have superior understanding of consumer needs and develop products to fulfill them better
We work together on the principle of mutual trust amp transparency in a boundary-less organisation We are intellectually honest in advocating proposals includingrecognizing risks
Continuous innovation in products amp processes is the basis of our success
We are committed to the achievement of business success with integrity We are honest with consumers with business partners and with each other
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 6094
60
INTRODUCTION OF DABUR CHYWANPRASH
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61
Dabur Chyawanprash the trusted name for your entire familys health
Dabur Chyawanprash has anti-oxidant properties amp strengthens your bodysinternal defense mechanism the immune system thereby protecting you fromeveryday infections cough cold amp stress etc
At a time when flu and viruses are everywhere your immunity system provides the best prevention from these deadly diseases Chyawanprash a time-tested age-
old formulation has a number of herbs like Amla known to be one of the bestantioxidants Giloy (Guduchi) known to have immuno modulatory properties andhas more than 40 other natural ingredients to boost immunity
Dabur Chyawanprash The Health Giver
Derived from 2500-year-old Ayurvedic formula
Totally chemical-free natural and safe Powerful combination of herbs and plant extracts in a
base of Amla fruit pulp Refined by Dabur to provide traditional goodness with best quality
Reinforces the immune system amp helps fight disease Trusted health provider of a majority of Indian households
Usage
Dabur Chyawanprash has a tangy sweet-sour taste and the consistency of jamIt can be taken directly or with milk and as bread spread In all cases itstherapeutic properties remain stable and active In winters have a glass ofwarm milk after having Chyawanprash In summers have a glass of cold milkafter having Chyawanprash
Dose
1-2 teaspoonful
8132019 Making by Th Harsh Pandit
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62
STP ANALYSIS OF DABUR CHYAWANPRASH
SEGMENTATION
Dabur Chyawanprash is the market leader in the Chyawanprash segment It
comes under the category of health supplements The segments that it considers
are growing kids competitive youth ever busy housewives and the aged
For the growing kids In todays competitive environment the children are under
high pressure to excel
For the competitive youth Modern life keeps the youth busy and demands them
to be active and efficient
For ever-busy housewives The homemaker needs to be fit in order to shoulder
all responsibilities
For the aged Old age weakens a person physically and mentally
After segmenting the population into these categories it aims to keep them fit
and healthy
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63
TARGETING
Traditionally chyawanprash was supposed to be a health supplement for the
aged and kids Dabur Chyawanprash (DCP) is now targeting adults housewives
youth and kids This it is trying to achieve through its promotion activities by
making Amitabh Bacchan and Vivek Oberoi do the endorsement act Amitabh
has been projected as a user of Chyawanprash attempting to establish the
relevance of DCP amongst the adults in todayrsquos demanding lifestyle Vivek who
represents an urban ambitious non-user with a mindset that Chyawanprash is not
for him meets his moment of truth when outperformed by a young
Chyawanprash user thus reaching out to kids His final conversion from a non-
user to a Chyawanprash user connects with the Youth These two ads compliment
each other and connect very well with the targeted consumers
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64
POSITIONING
Andar se strongrdquo Dabur chyawanprash has the tag line Andar se strongrdquo By
using a natural language instead of scientific language it is able to connect with
the consumers and is able to achieve a better positioning in the minds of the
Indian health conscious consumer A category like Chyawanprash for instance
needs to understand that in employing the category language it loses any chance
of expressing its own benefit distinctively
Holistic Health benefit of Ayurveda Dabur Chyawanprash helps in stimulating
immune system relieving stress improving stamina fighting aging through anti-
oxidant property improving lung function fighting respiratory infections amp
building resistance to disease The brand conveys this health conscious holistic
view of the product
Brand Trust Over 100 years of Daburrsquos experience in Ayurveda ensures selection
processing and quality control of right herbs along with scientific and clinical
studies ndash makes DCP a trustworthy offering for consumers Consumers view DCP
as a product by a trusted brand and therefore do not need to think twice beforemaking a purchasing decisio
8132019 Making by Th Harsh Pandit
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65
MARKETING MIX OF DABUR CHYAWANPRASH
Dabur Chyawanprash is the market leader in the chyawanprash segment and has
achieved this with its innovative product offering pricing strategy easy
availability and promotion campaigns In the marketing mix of Dabur we shall be
discussing the 4 Ps of marketing mix with respect to Dabur Chyawanprash The
mix shall be analyzed as followed
Product
Price
Place
Promotion
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66
Product Price Promotion Place
bull Product
Variety
bull Quality
bull Design
bull Features
bull Brand
Names
bull Services
bull List Price
bull Discount
bull Financing
Schemes
bull Credit Terms
bull Advertising amp
Promotion
bull Public Relations
bull Sponsorships
bull Internet
Marketing
bull Channels
bull Location
bull Inventory
8132019 Making by Th Harsh Pandit
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67
PRODUCT
Dabur Chyawanprash is the leader in the Chyawanprash category
and enjoys a market share of 61 per cent In 50s Dabur pioneered the
concept of branded Chyawanprash and since has invested heavily in
product development clinical studies and consumer awareness The
product is essentially a health supplement
Known as the ldquoelixir of liferdquo Chyawanprash has (clinically) proven benefits in
maintaining smooth body functioning The principal ingredient Amla (Indian
Gooseberry) acts as an anti-oxidant and immuno-stimulant Dabur Chyawanprash
helps in stimulating immune system relieving stress improving stamina fighting
aging through anti-oxidant property improving lung function fighting respiratory
infections amp building resistance to disease It is these properties that make Dabur
Chyawanprash a preferred choice for its users
Ingredients of Dabur Chyawanprash
Vishwast Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts
Special Vishwast fortified with additional health beneficial herbs like
Keshar Akarkara etc
8132019 Making by Th Harsh Pandit
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68
Packaging
n
The figure above shows the evolution of the packaging of Dabur Chyawanprash
Dabur continuously innovates the package and branding of its chayawanprash It
launched Dabur Chyawanprash first in 1949 in a tin pack and it was the first
branded Chyawanprash in India Later Dabur came out with its new packet of
Chyawanprash with Amitabh Bachchan as their brand ambassador It also
received ldquoBrand Relaunch of the Year ldquoaward from IMA
Available in
Dabur Chyawanprash is available in three sizes to cater to the needs of different
types of people
1 One kilogram pack
2 500 gram pack
3 250 gram pack
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69
PRICE
The pricing of Dabur chyawanprash is very competitive Dabur chyawanprash uses
second degree price discrimination ie more the quantity lower the price
1kg Rs19500
500gms Rs11000
250gms Rs 6200
PRICEQUALITY MATRIX
Pricerarr
Quality
darr
High Middle Low
High
Luxury
Segment
Ideal For
Penetration
DABUR
CHYAWANPRASH
Premiere
Offering
Middle
Overpriced Average Real
Bargain
Low
Make The Sale
and Run
Unhappy
Customers
Cheap
Goods
8132019 Making by Th Harsh Pandit
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70
PLACE
Dabur has a very wide distribution of its products through 16 million retail outlets
and 50 C amp F agents all over India who distribute products to the retailers Adistribution of C amp F agents and manufacturing locations is given below
Daburrsquos distribution network extends beyond India in the following countries as
well
Distribution Network
Central North amp South America
Australia
Asia
Middle East
North amp South Africa
East amp West Europe
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71
PROMOTION
The main form of promotional activities of Dabur chyawanprash are concentrated
towards advertising and it has neglible sales promotional activities
Advertising
Nothing can happen without establishing the brandrsquos heritage emphasizing
technological prowess explaining benefits and building bonds with prospective
buyers Ads are necessary because the images are still mouldable and fluid and
the consumerrsquos sophistication level is low Dabur chyawanprash is advertised on
print media as well as on television
The company has launched two ads one each with Amitabh and Vivek in
national electronic media followed by a series of print media campaign directed
towards creating awareness to educate people about the holistic benefits of
ChyawanprashThe ads have been created by McCann Ericsson and the company
would be spending close to Rs 10 crore in promotional campaign this year The
ads would also be translated in Bengali These advertisements are supposed to
target the old and the younger generation respectively
Thecompany has launched a new ad with MS Dhoni who is leader of Indian
cricket team
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72
SWOT ANALYSIS OF DABUR
STRENGTHS
Strong presence in well defined
niches( like value added Hair Oil and
Ayurveda specialities)
Core knowledge of Ayurveda as
competitive advantage
Strong Brand Image
Product Development Strength
Strong Distribution Network
Extensive Supply Chain
IT Initiatives
R amp D ndash a key strength
WEAKNESS
Seasonal Demand( like
chyawanprash in winter and Vatika not
in winter)
Low Penetration(Chyawanprash)
High price(Vatika)
Limited differentiation (Vatika)
Unbranded players account for
the 23rd of the total market(Vatika)
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73
OPPORTUNITIES
Untapped
Market(Chyawanprash)
Market Development
Export opportunities
Innovation
Increasing income level of the
middle class Creating additional consumption
pattern
THREATS
Existing Competition( like
Himani baidyanath and Zandu for
Dabur Chyawanprash and MaricoKeo
Karpin HLL and Bajaj for Vatika Hair Oil)
New Entrants
Threat from substitutes (like
Bryllcream for Vatika hair oil)
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74
OBJECTIVE OF THE STUDY
The major objective of the survey is to collect the data from outlets in the
specified areas where cold drinks are to be sold
To make an assessment of availability of several brands of dabur in
different packs and size in the specified areas
To make an assessment of market presence program of the dabur
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75
Research Methodology
Data collection
Sample unit
1) working people (including men amp women) amp housewife
2) college students
3) school students
4) senior citizens
5) Retailer
Sample size
1 working people amp housewife 30
2 college students 25
3 school students 20
4 senior citizens 15
5 Retailer 10
Sampling techniques
Judgmental sampling techniques used
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76
Sampling region
Sampling region will be DELHI in rural area
Data collection method
1 Primary data It will be collected with the help of a self administered
questionnaire
2 Secondary data it will be collected with the help of books research
papers magazines news papers journals internet etc
3
Research instruments
Questionnaire design
As the questionnaire is self administrated one the survey will be simple and user
friendly Words used in questionnaire will be readily understandable to all
respondent Also technical jargons will be avoided to ensure that there is no
confusion for respondents
Data Analysis - Data analysis will be done with the help of MS Excel and SPSS
Software
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77
DATA ANALYSIS
DABUR CHYAWANPRASH
1 AWARNESS LEVEL
I
NTERPRETATION-
According to serveyAll person are know the dabur100 person of dabur65
person kmow the Baidyanathamp Dabur 40 people of HimaniBaidyanath and
Dabur 60 person of ZanduHimaniBaidyanath and Dabur
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78
2 PREFERRED BRAND
INTERPRETATION-
According to servey60 person are preferred dabur product 15 person are
preferred Baidynath product 15 person are preferred Himani product 10 person
are preferred Zandu
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79
3SATISFACTION LEVEL
INTERPRETATION-
According to servey100 satisfaction level of dabur product 80 satisfaction level
of Baidynath product 80 satisfaction level of Himani product
60 satisfaction level of Zandu product
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80
4 REASONS FOR SELECTING A PARTICULAR BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
8132019 Making by Th Harsh Pandit
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81
5HOW DID YOU COME TO KNOW ABOUT THIS BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
8132019 Making by Th Harsh Pandit
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82
6 PREFERRED PACK SIZE
INTERPRETATION-
According to servey50 person are preferred 500gm product 30 person are
preferred 1kg product 20 person are preferred 250gm product
8132019 Making by Th Harsh Pandit
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83
8 REASON TO SELECT PREFERRED PACK SIZE
INTERPRETATION-
According to servey20 person are select product of itrsquos availability pack size
40 person are select product of itrsquos price pack size 25 person are select
product of itrsquos family pack size 15 person are select product of itrsquos storage
pack size
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8494
84
9 FREQUENCY OF
PURCHASE
INTERPRETATION-
According to servey30 People are purchase product after one month 55
People are purchase product after two months 15 People are purchase
product after six months
8132019 Making by Th Harsh Pandit
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85
COMPETITOR ANALYSIS
The key competitorrsquos of Dabur in the Chyawanprash segment are Baidyanath
Zandu and Himani which together with Dabur have about 85 of Indias domestic
market
Dabur is Indias largest Ayurvedic medicine supplier and the fourth largest
producer of FMCG It was established in 1884 and had grown to a business level
in 2003 of about 650 million dollars per year though only a fraction of that is
involved with Ayurvedic medicine Dabur Chyawanprash (herbal honey) has a
market share of 61We have tried to analyse the competition for Dabur in the
Chyawanprash segment as follows
8132019 Making by Th Harsh Pandit
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8132019 Making by Th Harsh Pandit
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87
The Himani Group
It founded in 1974 provides a diverse range of products doing 110 million dollars
of business annually though only a portion is involved with Ayurvedic products
through its Himani line the company is mainly involved with toiletries and
cosmetics but also provides Chyawanprash and other health productsIts market
share is 12
8132019 Making by Th Harsh Pandit
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88
CONCLUSIONS
The Chyawanprash Industry is yet to capture the beverage market in full swing Packed Chyawanprash
followed by Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts the market The consumerrsquos patriotic love for tea and coffee is unfared
Chyawanprash are yet to establish their supplement use in the average household here in lies the great
opportunities Within the market it is safe to conclude that dabur has hit off ratherwell with the
masses
dabur has clearly lost it head start advantage and thereby acquiring just 35 of the market share while
others enjoys rest of the market share This could be well attributed to dabor successful ATA
(Availability Taste and Affordability) marketing module the attributes most rated by the consumersLack of publicity has hampered the growth progress of the brand so aggressive advertising is needed to
promote Chyawanprash and vatika hair oil brand
The brands such as that of Chyawanprash by vednath Chyawanprash with its lsquosonacahndi lsquoMinute-
madersquo and also US food giantssDel Monte are ready to hit the Chyawanprash market very soon
As the strategies of the companies keeps on changing be it in Chyawanprash industry a company has
to create perceptions and cover them into realities It is an expensive proposition requiring huge
expenditure on advertising sponsorships and media Thus the ideal company will be the one which
combines the high end technology with consumer insight
As 16 of the excise duty is exempted on food products in this budget Many food companies including
Dabur got benefited from it On the analysis of survey it was found that target Market of Chyawanprash
want quality benefit rather then Price benefit so it is better to stress on quality rather than on
decreasing price to increase sales and profit
To increase market share Dabur should give slight price benefit on Dabur brand so that customers of
other Juice brand should switch from other brand to Dabur brand
8132019 Making by Th Harsh Pandit
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89
Findings
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey100 satisfaction level of dabur product 80 satisfaction level of
Baidynath product 80 satisfaction level of Himani product 60 satisfaction level of
Zandu product
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis According to servey50 person are preferred 500gm
product 30 person are preferred 1kg product 20 person are preferred 250gm
product
According to servey20 person are select product of itrsquos availability pack size 40
person are select product of itrsquos price pack size 25 person are select product of itrsquos
family pack size 15 person are select product of itrsquos storage pack size
According to servey30 People are purchase product after one month 55 People are
purchase product after two months 15 People are purchase product after six months
8132019 Making by Th Harsh Pandit
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90
LIMITATIONS
No study is free from limitations The limitations of this study can be
Sample size taken is small and may not be sufficient to predict theresults with 100 accuracy
The result is based on primary and secondary data that has itrsquos own limitations
The study only covers the area of Delhi that may not beapplicable to other areas
8132019 Making by Th Harsh Pandit
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91
RECOMMENDATIONS
Focus on growing core brands across categories
Reaching out to new geographies within Hapur area
Improve operational efficiencies by leveraging technology
Be the preferred company to meet the health and personal grooming needs of
our target consumers with safe efficacious natural solutions by synthesizing the
deep knowledge of ayurveda and herbs with modern science
Provide consumers with innovative products within easy reach
Vatika hair care centre On the lines of Maricorsquos Kaya Skin Clinic Dabur
could start a venture called Vatika hair care centre which would provide total hair
care solutions It could have hair care experts to solve hair problemsServices could
include dandruff treatment straightening of hair treatment for split endsetc
Position Dabur Chyawanprash as not more of a medicine but as something
which is necessary for health
More initiatives like ldquo Dabur ki Deewarrdquo to increase brand visibility It is an
initiative to occupy shelf space
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9294
92
BIBLIOGRAPHY
Books
Marketing Management Twelfth Edition ndash Philip Kotler amp Kevin Lane Keller
Websites
wwwgooglecom
wwwdaburcom
wwwtutor2unet
wwwbrandchannelcom
The time of india
Forbs magazing
Hinustan time
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9394
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9494
YES NO
7Which pack size do you prefer
YES NO
8On what parameters do you choose this pack size
YES NO
9 how do u increase the company position
YES NO
10 how you increase your company position in market agains other company
YES NO
![Page 58: Making by Th Harsh Pandit](https://reader033.vdocuments.mx/reader033/viewer/2022052406/577cd3191a28ab9e7896af7d/html5/thumbnails/58.jpg)
8132019 Making by Th Harsh Pandit
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58
Awards Category at the
NDTV Profit
Business
Leadership Award
2008
Dabur India Ltd CEO Mr
Sunil Duggal has been
ranked among Indias
Most valueable CEOs by
Business World
Dabur India Ltd has been listed among the Super
100 of India Inc prepared by Business India
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 5994
59
Dedicated to the health and well being of every household
This is our company We accept personal responsibility and accountability to meet business needs
We all are leaders in our area of responsibility with a deep commitment to deliver results We are determined to be the best at doing what matters most
People are our most important asset We add value through result driven training and we encourage amp reward excellence
We have superior understanding of consumer needs and develop products to fulfill them better
We work together on the principle of mutual trust amp transparency in a boundary-less organisation We are intellectually honest in advocating proposals includingrecognizing risks
Continuous innovation in products amp processes is the basis of our success
We are committed to the achievement of business success with integrity We are honest with consumers with business partners and with each other
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 6094
60
INTRODUCTION OF DABUR CHYWANPRASH
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 6194
61
Dabur Chyawanprash the trusted name for your entire familys health
Dabur Chyawanprash has anti-oxidant properties amp strengthens your bodysinternal defense mechanism the immune system thereby protecting you fromeveryday infections cough cold amp stress etc
At a time when flu and viruses are everywhere your immunity system provides the best prevention from these deadly diseases Chyawanprash a time-tested age-
old formulation has a number of herbs like Amla known to be one of the bestantioxidants Giloy (Guduchi) known to have immuno modulatory properties andhas more than 40 other natural ingredients to boost immunity
Dabur Chyawanprash The Health Giver
Derived from 2500-year-old Ayurvedic formula
Totally chemical-free natural and safe Powerful combination of herbs and plant extracts in a
base of Amla fruit pulp Refined by Dabur to provide traditional goodness with best quality
Reinforces the immune system amp helps fight disease Trusted health provider of a majority of Indian households
Usage
Dabur Chyawanprash has a tangy sweet-sour taste and the consistency of jamIt can be taken directly or with milk and as bread spread In all cases itstherapeutic properties remain stable and active In winters have a glass ofwarm milk after having Chyawanprash In summers have a glass of cold milkafter having Chyawanprash
Dose
1-2 teaspoonful
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 6294
62
STP ANALYSIS OF DABUR CHYAWANPRASH
SEGMENTATION
Dabur Chyawanprash is the market leader in the Chyawanprash segment It
comes under the category of health supplements The segments that it considers
are growing kids competitive youth ever busy housewives and the aged
For the growing kids In todays competitive environment the children are under
high pressure to excel
For the competitive youth Modern life keeps the youth busy and demands them
to be active and efficient
For ever-busy housewives The homemaker needs to be fit in order to shoulder
all responsibilities
For the aged Old age weakens a person physically and mentally
After segmenting the population into these categories it aims to keep them fit
and healthy
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 6394
63
TARGETING
Traditionally chyawanprash was supposed to be a health supplement for the
aged and kids Dabur Chyawanprash (DCP) is now targeting adults housewives
youth and kids This it is trying to achieve through its promotion activities by
making Amitabh Bacchan and Vivek Oberoi do the endorsement act Amitabh
has been projected as a user of Chyawanprash attempting to establish the
relevance of DCP amongst the adults in todayrsquos demanding lifestyle Vivek who
represents an urban ambitious non-user with a mindset that Chyawanprash is not
for him meets his moment of truth when outperformed by a young
Chyawanprash user thus reaching out to kids His final conversion from a non-
user to a Chyawanprash user connects with the Youth These two ads compliment
each other and connect very well with the targeted consumers
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 6494
64
POSITIONING
Andar se strongrdquo Dabur chyawanprash has the tag line Andar se strongrdquo By
using a natural language instead of scientific language it is able to connect with
the consumers and is able to achieve a better positioning in the minds of the
Indian health conscious consumer A category like Chyawanprash for instance
needs to understand that in employing the category language it loses any chance
of expressing its own benefit distinctively
Holistic Health benefit of Ayurveda Dabur Chyawanprash helps in stimulating
immune system relieving stress improving stamina fighting aging through anti-
oxidant property improving lung function fighting respiratory infections amp
building resistance to disease The brand conveys this health conscious holistic
view of the product
Brand Trust Over 100 years of Daburrsquos experience in Ayurveda ensures selection
processing and quality control of right herbs along with scientific and clinical
studies ndash makes DCP a trustworthy offering for consumers Consumers view DCP
as a product by a trusted brand and therefore do not need to think twice beforemaking a purchasing decisio
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 6594
65
MARKETING MIX OF DABUR CHYAWANPRASH
Dabur Chyawanprash is the market leader in the chyawanprash segment and has
achieved this with its innovative product offering pricing strategy easy
availability and promotion campaigns In the marketing mix of Dabur we shall be
discussing the 4 Ps of marketing mix with respect to Dabur Chyawanprash The
mix shall be analyzed as followed
Product
Price
Place
Promotion
8132019 Making by Th Harsh Pandit
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66
Product Price Promotion Place
bull Product
Variety
bull Quality
bull Design
bull Features
bull Brand
Names
bull Services
bull List Price
bull Discount
bull Financing
Schemes
bull Credit Terms
bull Advertising amp
Promotion
bull Public Relations
bull Sponsorships
bull Internet
Marketing
bull Channels
bull Location
bull Inventory
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 6794
67
PRODUCT
Dabur Chyawanprash is the leader in the Chyawanprash category
and enjoys a market share of 61 per cent In 50s Dabur pioneered the
concept of branded Chyawanprash and since has invested heavily in
product development clinical studies and consumer awareness The
product is essentially a health supplement
Known as the ldquoelixir of liferdquo Chyawanprash has (clinically) proven benefits in
maintaining smooth body functioning The principal ingredient Amla (Indian
Gooseberry) acts as an anti-oxidant and immuno-stimulant Dabur Chyawanprash
helps in stimulating immune system relieving stress improving stamina fighting
aging through anti-oxidant property improving lung function fighting respiratory
infections amp building resistance to disease It is these properties that make Dabur
Chyawanprash a preferred choice for its users
Ingredients of Dabur Chyawanprash
Vishwast Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts
Special Vishwast fortified with additional health beneficial herbs like
Keshar Akarkara etc
8132019 Making by Th Harsh Pandit
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68
Packaging
n
The figure above shows the evolution of the packaging of Dabur Chyawanprash
Dabur continuously innovates the package and branding of its chayawanprash It
launched Dabur Chyawanprash first in 1949 in a tin pack and it was the first
branded Chyawanprash in India Later Dabur came out with its new packet of
Chyawanprash with Amitabh Bachchan as their brand ambassador It also
received ldquoBrand Relaunch of the Year ldquoaward from IMA
Available in
Dabur Chyawanprash is available in three sizes to cater to the needs of different
types of people
1 One kilogram pack
2 500 gram pack
3 250 gram pack
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 6994
69
PRICE
The pricing of Dabur chyawanprash is very competitive Dabur chyawanprash uses
second degree price discrimination ie more the quantity lower the price
1kg Rs19500
500gms Rs11000
250gms Rs 6200
PRICEQUALITY MATRIX
Pricerarr
Quality
darr
High Middle Low
High
Luxury
Segment
Ideal For
Penetration
DABUR
CHYAWANPRASH
Premiere
Offering
Middle
Overpriced Average Real
Bargain
Low
Make The Sale
and Run
Unhappy
Customers
Cheap
Goods
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7094
70
PLACE
Dabur has a very wide distribution of its products through 16 million retail outlets
and 50 C amp F agents all over India who distribute products to the retailers Adistribution of C amp F agents and manufacturing locations is given below
Daburrsquos distribution network extends beyond India in the following countries as
well
Distribution Network
Central North amp South America
Australia
Asia
Middle East
North amp South Africa
East amp West Europe
8132019 Making by Th Harsh Pandit
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71
PROMOTION
The main form of promotional activities of Dabur chyawanprash are concentrated
towards advertising and it has neglible sales promotional activities
Advertising
Nothing can happen without establishing the brandrsquos heritage emphasizing
technological prowess explaining benefits and building bonds with prospective
buyers Ads are necessary because the images are still mouldable and fluid and
the consumerrsquos sophistication level is low Dabur chyawanprash is advertised on
print media as well as on television
The company has launched two ads one each with Amitabh and Vivek in
national electronic media followed by a series of print media campaign directed
towards creating awareness to educate people about the holistic benefits of
ChyawanprashThe ads have been created by McCann Ericsson and the company
would be spending close to Rs 10 crore in promotional campaign this year The
ads would also be translated in Bengali These advertisements are supposed to
target the old and the younger generation respectively
Thecompany has launched a new ad with MS Dhoni who is leader of Indian
cricket team
8132019 Making by Th Harsh Pandit
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72
SWOT ANALYSIS OF DABUR
STRENGTHS
Strong presence in well defined
niches( like value added Hair Oil and
Ayurveda specialities)
Core knowledge of Ayurveda as
competitive advantage
Strong Brand Image
Product Development Strength
Strong Distribution Network
Extensive Supply Chain
IT Initiatives
R amp D ndash a key strength
WEAKNESS
Seasonal Demand( like
chyawanprash in winter and Vatika not
in winter)
Low Penetration(Chyawanprash)
High price(Vatika)
Limited differentiation (Vatika)
Unbranded players account for
the 23rd of the total market(Vatika)
8132019 Making by Th Harsh Pandit
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73
OPPORTUNITIES
Untapped
Market(Chyawanprash)
Market Development
Export opportunities
Innovation
Increasing income level of the
middle class Creating additional consumption
pattern
THREATS
Existing Competition( like
Himani baidyanath and Zandu for
Dabur Chyawanprash and MaricoKeo
Karpin HLL and Bajaj for Vatika Hair Oil)
New Entrants
Threat from substitutes (like
Bryllcream for Vatika hair oil)
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7494
74
OBJECTIVE OF THE STUDY
The major objective of the survey is to collect the data from outlets in the
specified areas where cold drinks are to be sold
To make an assessment of availability of several brands of dabur in
different packs and size in the specified areas
To make an assessment of market presence program of the dabur
8132019 Making by Th Harsh Pandit
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75
Research Methodology
Data collection
Sample unit
1) working people (including men amp women) amp housewife
2) college students
3) school students
4) senior citizens
5) Retailer
Sample size
1 working people amp housewife 30
2 college students 25
3 school students 20
4 senior citizens 15
5 Retailer 10
Sampling techniques
Judgmental sampling techniques used
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76
Sampling region
Sampling region will be DELHI in rural area
Data collection method
1 Primary data It will be collected with the help of a self administered
questionnaire
2 Secondary data it will be collected with the help of books research
papers magazines news papers journals internet etc
3
Research instruments
Questionnaire design
As the questionnaire is self administrated one the survey will be simple and user
friendly Words used in questionnaire will be readily understandable to all
respondent Also technical jargons will be avoided to ensure that there is no
confusion for respondents
Data Analysis - Data analysis will be done with the help of MS Excel and SPSS
Software
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77
DATA ANALYSIS
DABUR CHYAWANPRASH
1 AWARNESS LEVEL
I
NTERPRETATION-
According to serveyAll person are know the dabur100 person of dabur65
person kmow the Baidyanathamp Dabur 40 people of HimaniBaidyanath and
Dabur 60 person of ZanduHimaniBaidyanath and Dabur
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78
2 PREFERRED BRAND
INTERPRETATION-
According to servey60 person are preferred dabur product 15 person are
preferred Baidynath product 15 person are preferred Himani product 10 person
are preferred Zandu
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79
3SATISFACTION LEVEL
INTERPRETATION-
According to servey100 satisfaction level of dabur product 80 satisfaction level
of Baidynath product 80 satisfaction level of Himani product
60 satisfaction level of Zandu product
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80
4 REASONS FOR SELECTING A PARTICULAR BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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81
5HOW DID YOU COME TO KNOW ABOUT THIS BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
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82
6 PREFERRED PACK SIZE
INTERPRETATION-
According to servey50 person are preferred 500gm product 30 person are
preferred 1kg product 20 person are preferred 250gm product
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83
8 REASON TO SELECT PREFERRED PACK SIZE
INTERPRETATION-
According to servey20 person are select product of itrsquos availability pack size
40 person are select product of itrsquos price pack size 25 person are select
product of itrsquos family pack size 15 person are select product of itrsquos storage
pack size
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84
9 FREQUENCY OF
PURCHASE
INTERPRETATION-
According to servey30 People are purchase product after one month 55
People are purchase product after two months 15 People are purchase
product after six months
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85
COMPETITOR ANALYSIS
The key competitorrsquos of Dabur in the Chyawanprash segment are Baidyanath
Zandu and Himani which together with Dabur have about 85 of Indias domestic
market
Dabur is Indias largest Ayurvedic medicine supplier and the fourth largest
producer of FMCG It was established in 1884 and had grown to a business level
in 2003 of about 650 million dollars per year though only a fraction of that is
involved with Ayurvedic medicine Dabur Chyawanprash (herbal honey) has a
market share of 61We have tried to analyse the competition for Dabur in the
Chyawanprash segment as follows
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87
The Himani Group
It founded in 1974 provides a diverse range of products doing 110 million dollars
of business annually though only a portion is involved with Ayurvedic products
through its Himani line the company is mainly involved with toiletries and
cosmetics but also provides Chyawanprash and other health productsIts market
share is 12
8132019 Making by Th Harsh Pandit
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88
CONCLUSIONS
The Chyawanprash Industry is yet to capture the beverage market in full swing Packed Chyawanprash
followed by Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts the market The consumerrsquos patriotic love for tea and coffee is unfared
Chyawanprash are yet to establish their supplement use in the average household here in lies the great
opportunities Within the market it is safe to conclude that dabur has hit off ratherwell with the
masses
dabur has clearly lost it head start advantage and thereby acquiring just 35 of the market share while
others enjoys rest of the market share This could be well attributed to dabor successful ATA
(Availability Taste and Affordability) marketing module the attributes most rated by the consumersLack of publicity has hampered the growth progress of the brand so aggressive advertising is needed to
promote Chyawanprash and vatika hair oil brand
The brands such as that of Chyawanprash by vednath Chyawanprash with its lsquosonacahndi lsquoMinute-
madersquo and also US food giantssDel Monte are ready to hit the Chyawanprash market very soon
As the strategies of the companies keeps on changing be it in Chyawanprash industry a company has
to create perceptions and cover them into realities It is an expensive proposition requiring huge
expenditure on advertising sponsorships and media Thus the ideal company will be the one which
combines the high end technology with consumer insight
As 16 of the excise duty is exempted on food products in this budget Many food companies including
Dabur got benefited from it On the analysis of survey it was found that target Market of Chyawanprash
want quality benefit rather then Price benefit so it is better to stress on quality rather than on
decreasing price to increase sales and profit
To increase market share Dabur should give slight price benefit on Dabur brand so that customers of
other Juice brand should switch from other brand to Dabur brand
8132019 Making by Th Harsh Pandit
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89
Findings
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey100 satisfaction level of dabur product 80 satisfaction level of
Baidynath product 80 satisfaction level of Himani product 60 satisfaction level of
Zandu product
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis According to servey50 person are preferred 500gm
product 30 person are preferred 1kg product 20 person are preferred 250gm
product
According to servey20 person are select product of itrsquos availability pack size 40
person are select product of itrsquos price pack size 25 person are select product of itrsquos
family pack size 15 person are select product of itrsquos storage pack size
According to servey30 People are purchase product after one month 55 People are
purchase product after two months 15 People are purchase product after six months
8132019 Making by Th Harsh Pandit
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90
LIMITATIONS
No study is free from limitations The limitations of this study can be
Sample size taken is small and may not be sufficient to predict theresults with 100 accuracy
The result is based on primary and secondary data that has itrsquos own limitations
The study only covers the area of Delhi that may not beapplicable to other areas
8132019 Making by Th Harsh Pandit
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91
RECOMMENDATIONS
Focus on growing core brands across categories
Reaching out to new geographies within Hapur area
Improve operational efficiencies by leveraging technology
Be the preferred company to meet the health and personal grooming needs of
our target consumers with safe efficacious natural solutions by synthesizing the
deep knowledge of ayurveda and herbs with modern science
Provide consumers with innovative products within easy reach
Vatika hair care centre On the lines of Maricorsquos Kaya Skin Clinic Dabur
could start a venture called Vatika hair care centre which would provide total hair
care solutions It could have hair care experts to solve hair problemsServices could
include dandruff treatment straightening of hair treatment for split endsetc
Position Dabur Chyawanprash as not more of a medicine but as something
which is necessary for health
More initiatives like ldquo Dabur ki Deewarrdquo to increase brand visibility It is an
initiative to occupy shelf space
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9294
92
BIBLIOGRAPHY
Books
Marketing Management Twelfth Edition ndash Philip Kotler amp Kevin Lane Keller
Websites
wwwgooglecom
wwwdaburcom
wwwtutor2unet
wwwbrandchannelcom
The time of india
Forbs magazing
Hinustan time
8132019 Making by Th Harsh Pandit
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8132019 Making by Th Harsh Pandit
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YES NO
7Which pack size do you prefer
YES NO
8On what parameters do you choose this pack size
YES NO
9 how do u increase the company position
YES NO
10 how you increase your company position in market agains other company
YES NO
![Page 59: Making by Th Harsh Pandit](https://reader033.vdocuments.mx/reader033/viewer/2022052406/577cd3191a28ab9e7896af7d/html5/thumbnails/59.jpg)
8132019 Making by Th Harsh Pandit
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59
Dedicated to the health and well being of every household
This is our company We accept personal responsibility and accountability to meet business needs
We all are leaders in our area of responsibility with a deep commitment to deliver results We are determined to be the best at doing what matters most
People are our most important asset We add value through result driven training and we encourage amp reward excellence
We have superior understanding of consumer needs and develop products to fulfill them better
We work together on the principle of mutual trust amp transparency in a boundary-less organisation We are intellectually honest in advocating proposals includingrecognizing risks
Continuous innovation in products amp processes is the basis of our success
We are committed to the achievement of business success with integrity We are honest with consumers with business partners and with each other
8132019 Making by Th Harsh Pandit
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60
INTRODUCTION OF DABUR CHYWANPRASH
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61
Dabur Chyawanprash the trusted name for your entire familys health
Dabur Chyawanprash has anti-oxidant properties amp strengthens your bodysinternal defense mechanism the immune system thereby protecting you fromeveryday infections cough cold amp stress etc
At a time when flu and viruses are everywhere your immunity system provides the best prevention from these deadly diseases Chyawanprash a time-tested age-
old formulation has a number of herbs like Amla known to be one of the bestantioxidants Giloy (Guduchi) known to have immuno modulatory properties andhas more than 40 other natural ingredients to boost immunity
Dabur Chyawanprash The Health Giver
Derived from 2500-year-old Ayurvedic formula
Totally chemical-free natural and safe Powerful combination of herbs and plant extracts in a
base of Amla fruit pulp Refined by Dabur to provide traditional goodness with best quality
Reinforces the immune system amp helps fight disease Trusted health provider of a majority of Indian households
Usage
Dabur Chyawanprash has a tangy sweet-sour taste and the consistency of jamIt can be taken directly or with milk and as bread spread In all cases itstherapeutic properties remain stable and active In winters have a glass ofwarm milk after having Chyawanprash In summers have a glass of cold milkafter having Chyawanprash
Dose
1-2 teaspoonful
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62
STP ANALYSIS OF DABUR CHYAWANPRASH
SEGMENTATION
Dabur Chyawanprash is the market leader in the Chyawanprash segment It
comes under the category of health supplements The segments that it considers
are growing kids competitive youth ever busy housewives and the aged
For the growing kids In todays competitive environment the children are under
high pressure to excel
For the competitive youth Modern life keeps the youth busy and demands them
to be active and efficient
For ever-busy housewives The homemaker needs to be fit in order to shoulder
all responsibilities
For the aged Old age weakens a person physically and mentally
After segmenting the population into these categories it aims to keep them fit
and healthy
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 6394
63
TARGETING
Traditionally chyawanprash was supposed to be a health supplement for the
aged and kids Dabur Chyawanprash (DCP) is now targeting adults housewives
youth and kids This it is trying to achieve through its promotion activities by
making Amitabh Bacchan and Vivek Oberoi do the endorsement act Amitabh
has been projected as a user of Chyawanprash attempting to establish the
relevance of DCP amongst the adults in todayrsquos demanding lifestyle Vivek who
represents an urban ambitious non-user with a mindset that Chyawanprash is not
for him meets his moment of truth when outperformed by a young
Chyawanprash user thus reaching out to kids His final conversion from a non-
user to a Chyawanprash user connects with the Youth These two ads compliment
each other and connect very well with the targeted consumers
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 6494
64
POSITIONING
Andar se strongrdquo Dabur chyawanprash has the tag line Andar se strongrdquo By
using a natural language instead of scientific language it is able to connect with
the consumers and is able to achieve a better positioning in the minds of the
Indian health conscious consumer A category like Chyawanprash for instance
needs to understand that in employing the category language it loses any chance
of expressing its own benefit distinctively
Holistic Health benefit of Ayurveda Dabur Chyawanprash helps in stimulating
immune system relieving stress improving stamina fighting aging through anti-
oxidant property improving lung function fighting respiratory infections amp
building resistance to disease The brand conveys this health conscious holistic
view of the product
Brand Trust Over 100 years of Daburrsquos experience in Ayurveda ensures selection
processing and quality control of right herbs along with scientific and clinical
studies ndash makes DCP a trustworthy offering for consumers Consumers view DCP
as a product by a trusted brand and therefore do not need to think twice beforemaking a purchasing decisio
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 6594
65
MARKETING MIX OF DABUR CHYAWANPRASH
Dabur Chyawanprash is the market leader in the chyawanprash segment and has
achieved this with its innovative product offering pricing strategy easy
availability and promotion campaigns In the marketing mix of Dabur we shall be
discussing the 4 Ps of marketing mix with respect to Dabur Chyawanprash The
mix shall be analyzed as followed
Product
Price
Place
Promotion
8132019 Making by Th Harsh Pandit
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66
Product Price Promotion Place
bull Product
Variety
bull Quality
bull Design
bull Features
bull Brand
Names
bull Services
bull List Price
bull Discount
bull Financing
Schemes
bull Credit Terms
bull Advertising amp
Promotion
bull Public Relations
bull Sponsorships
bull Internet
Marketing
bull Channels
bull Location
bull Inventory
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 6794
67
PRODUCT
Dabur Chyawanprash is the leader in the Chyawanprash category
and enjoys a market share of 61 per cent In 50s Dabur pioneered the
concept of branded Chyawanprash and since has invested heavily in
product development clinical studies and consumer awareness The
product is essentially a health supplement
Known as the ldquoelixir of liferdquo Chyawanprash has (clinically) proven benefits in
maintaining smooth body functioning The principal ingredient Amla (Indian
Gooseberry) acts as an anti-oxidant and immuno-stimulant Dabur Chyawanprash
helps in stimulating immune system relieving stress improving stamina fighting
aging through anti-oxidant property improving lung function fighting respiratory
infections amp building resistance to disease It is these properties that make Dabur
Chyawanprash a preferred choice for its users
Ingredients of Dabur Chyawanprash
Vishwast Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts
Special Vishwast fortified with additional health beneficial herbs like
Keshar Akarkara etc
8132019 Making by Th Harsh Pandit
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68
Packaging
n
The figure above shows the evolution of the packaging of Dabur Chyawanprash
Dabur continuously innovates the package and branding of its chayawanprash It
launched Dabur Chyawanprash first in 1949 in a tin pack and it was the first
branded Chyawanprash in India Later Dabur came out with its new packet of
Chyawanprash with Amitabh Bachchan as their brand ambassador It also
received ldquoBrand Relaunch of the Year ldquoaward from IMA
Available in
Dabur Chyawanprash is available in three sizes to cater to the needs of different
types of people
1 One kilogram pack
2 500 gram pack
3 250 gram pack
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 6994
69
PRICE
The pricing of Dabur chyawanprash is very competitive Dabur chyawanprash uses
second degree price discrimination ie more the quantity lower the price
1kg Rs19500
500gms Rs11000
250gms Rs 6200
PRICEQUALITY MATRIX
Pricerarr
Quality
darr
High Middle Low
High
Luxury
Segment
Ideal For
Penetration
DABUR
CHYAWANPRASH
Premiere
Offering
Middle
Overpriced Average Real
Bargain
Low
Make The Sale
and Run
Unhappy
Customers
Cheap
Goods
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70
PLACE
Dabur has a very wide distribution of its products through 16 million retail outlets
and 50 C amp F agents all over India who distribute products to the retailers Adistribution of C amp F agents and manufacturing locations is given below
Daburrsquos distribution network extends beyond India in the following countries as
well
Distribution Network
Central North amp South America
Australia
Asia
Middle East
North amp South Africa
East amp West Europe
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7194
71
PROMOTION
The main form of promotional activities of Dabur chyawanprash are concentrated
towards advertising and it has neglible sales promotional activities
Advertising
Nothing can happen without establishing the brandrsquos heritage emphasizing
technological prowess explaining benefits and building bonds with prospective
buyers Ads are necessary because the images are still mouldable and fluid and
the consumerrsquos sophistication level is low Dabur chyawanprash is advertised on
print media as well as on television
The company has launched two ads one each with Amitabh and Vivek in
national electronic media followed by a series of print media campaign directed
towards creating awareness to educate people about the holistic benefits of
ChyawanprashThe ads have been created by McCann Ericsson and the company
would be spending close to Rs 10 crore in promotional campaign this year The
ads would also be translated in Bengali These advertisements are supposed to
target the old and the younger generation respectively
Thecompany has launched a new ad with MS Dhoni who is leader of Indian
cricket team
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7294
72
SWOT ANALYSIS OF DABUR
STRENGTHS
Strong presence in well defined
niches( like value added Hair Oil and
Ayurveda specialities)
Core knowledge of Ayurveda as
competitive advantage
Strong Brand Image
Product Development Strength
Strong Distribution Network
Extensive Supply Chain
IT Initiatives
R amp D ndash a key strength
WEAKNESS
Seasonal Demand( like
chyawanprash in winter and Vatika not
in winter)
Low Penetration(Chyawanprash)
High price(Vatika)
Limited differentiation (Vatika)
Unbranded players account for
the 23rd of the total market(Vatika)
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7394
73
OPPORTUNITIES
Untapped
Market(Chyawanprash)
Market Development
Export opportunities
Innovation
Increasing income level of the
middle class Creating additional consumption
pattern
THREATS
Existing Competition( like
Himani baidyanath and Zandu for
Dabur Chyawanprash and MaricoKeo
Karpin HLL and Bajaj for Vatika Hair Oil)
New Entrants
Threat from substitutes (like
Bryllcream for Vatika hair oil)
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7494
74
OBJECTIVE OF THE STUDY
The major objective of the survey is to collect the data from outlets in the
specified areas where cold drinks are to be sold
To make an assessment of availability of several brands of dabur in
different packs and size in the specified areas
To make an assessment of market presence program of the dabur
8132019 Making by Th Harsh Pandit
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75
Research Methodology
Data collection
Sample unit
1) working people (including men amp women) amp housewife
2) college students
3) school students
4) senior citizens
5) Retailer
Sample size
1 working people amp housewife 30
2 college students 25
3 school students 20
4 senior citizens 15
5 Retailer 10
Sampling techniques
Judgmental sampling techniques used
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7694
76
Sampling region
Sampling region will be DELHI in rural area
Data collection method
1 Primary data It will be collected with the help of a self administered
questionnaire
2 Secondary data it will be collected with the help of books research
papers magazines news papers journals internet etc
3
Research instruments
Questionnaire design
As the questionnaire is self administrated one the survey will be simple and user
friendly Words used in questionnaire will be readily understandable to all
respondent Also technical jargons will be avoided to ensure that there is no
confusion for respondents
Data Analysis - Data analysis will be done with the help of MS Excel and SPSS
Software
8132019 Making by Th Harsh Pandit
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77
DATA ANALYSIS
DABUR CHYAWANPRASH
1 AWARNESS LEVEL
I
NTERPRETATION-
According to serveyAll person are know the dabur100 person of dabur65
person kmow the Baidyanathamp Dabur 40 people of HimaniBaidyanath and
Dabur 60 person of ZanduHimaniBaidyanath and Dabur
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78
2 PREFERRED BRAND
INTERPRETATION-
According to servey60 person are preferred dabur product 15 person are
preferred Baidynath product 15 person are preferred Himani product 10 person
are preferred Zandu
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79
3SATISFACTION LEVEL
INTERPRETATION-
According to servey100 satisfaction level of dabur product 80 satisfaction level
of Baidynath product 80 satisfaction level of Himani product
60 satisfaction level of Zandu product
8132019 Making by Th Harsh Pandit
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80
4 REASONS FOR SELECTING A PARTICULAR BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8194
81
5HOW DID YOU COME TO KNOW ABOUT THIS BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
8132019 Making by Th Harsh Pandit
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82
6 PREFERRED PACK SIZE
INTERPRETATION-
According to servey50 person are preferred 500gm product 30 person are
preferred 1kg product 20 person are preferred 250gm product
8132019 Making by Th Harsh Pandit
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83
8 REASON TO SELECT PREFERRED PACK SIZE
INTERPRETATION-
According to servey20 person are select product of itrsquos availability pack size
40 person are select product of itrsquos price pack size 25 person are select
product of itrsquos family pack size 15 person are select product of itrsquos storage
pack size
8132019 Making by Th Harsh Pandit
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84
9 FREQUENCY OF
PURCHASE
INTERPRETATION-
According to servey30 People are purchase product after one month 55
People are purchase product after two months 15 People are purchase
product after six months
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85
COMPETITOR ANALYSIS
The key competitorrsquos of Dabur in the Chyawanprash segment are Baidyanath
Zandu and Himani which together with Dabur have about 85 of Indias domestic
market
Dabur is Indias largest Ayurvedic medicine supplier and the fourth largest
producer of FMCG It was established in 1884 and had grown to a business level
in 2003 of about 650 million dollars per year though only a fraction of that is
involved with Ayurvedic medicine Dabur Chyawanprash (herbal honey) has a
market share of 61We have tried to analyse the competition for Dabur in the
Chyawanprash segment as follows
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87
The Himani Group
It founded in 1974 provides a diverse range of products doing 110 million dollars
of business annually though only a portion is involved with Ayurvedic products
through its Himani line the company is mainly involved with toiletries and
cosmetics but also provides Chyawanprash and other health productsIts market
share is 12
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88
CONCLUSIONS
The Chyawanprash Industry is yet to capture the beverage market in full swing Packed Chyawanprash
followed by Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts the market The consumerrsquos patriotic love for tea and coffee is unfared
Chyawanprash are yet to establish their supplement use in the average household here in lies the great
opportunities Within the market it is safe to conclude that dabur has hit off ratherwell with the
masses
dabur has clearly lost it head start advantage and thereby acquiring just 35 of the market share while
others enjoys rest of the market share This could be well attributed to dabor successful ATA
(Availability Taste and Affordability) marketing module the attributes most rated by the consumersLack of publicity has hampered the growth progress of the brand so aggressive advertising is needed to
promote Chyawanprash and vatika hair oil brand
The brands such as that of Chyawanprash by vednath Chyawanprash with its lsquosonacahndi lsquoMinute-
madersquo and also US food giantssDel Monte are ready to hit the Chyawanprash market very soon
As the strategies of the companies keeps on changing be it in Chyawanprash industry a company has
to create perceptions and cover them into realities It is an expensive proposition requiring huge
expenditure on advertising sponsorships and media Thus the ideal company will be the one which
combines the high end technology with consumer insight
As 16 of the excise duty is exempted on food products in this budget Many food companies including
Dabur got benefited from it On the analysis of survey it was found that target Market of Chyawanprash
want quality benefit rather then Price benefit so it is better to stress on quality rather than on
decreasing price to increase sales and profit
To increase market share Dabur should give slight price benefit on Dabur brand so that customers of
other Juice brand should switch from other brand to Dabur brand
8132019 Making by Th Harsh Pandit
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89
Findings
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey100 satisfaction level of dabur product 80 satisfaction level of
Baidynath product 80 satisfaction level of Himani product 60 satisfaction level of
Zandu product
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis According to servey50 person are preferred 500gm
product 30 person are preferred 1kg product 20 person are preferred 250gm
product
According to servey20 person are select product of itrsquos availability pack size 40
person are select product of itrsquos price pack size 25 person are select product of itrsquos
family pack size 15 person are select product of itrsquos storage pack size
According to servey30 People are purchase product after one month 55 People are
purchase product after two months 15 People are purchase product after six months
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90
LIMITATIONS
No study is free from limitations The limitations of this study can be
Sample size taken is small and may not be sufficient to predict theresults with 100 accuracy
The result is based on primary and secondary data that has itrsquos own limitations
The study only covers the area of Delhi that may not beapplicable to other areas
8132019 Making by Th Harsh Pandit
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91
RECOMMENDATIONS
Focus on growing core brands across categories
Reaching out to new geographies within Hapur area
Improve operational efficiencies by leveraging technology
Be the preferred company to meet the health and personal grooming needs of
our target consumers with safe efficacious natural solutions by synthesizing the
deep knowledge of ayurveda and herbs with modern science
Provide consumers with innovative products within easy reach
Vatika hair care centre On the lines of Maricorsquos Kaya Skin Clinic Dabur
could start a venture called Vatika hair care centre which would provide total hair
care solutions It could have hair care experts to solve hair problemsServices could
include dandruff treatment straightening of hair treatment for split endsetc
Position Dabur Chyawanprash as not more of a medicine but as something
which is necessary for health
More initiatives like ldquo Dabur ki Deewarrdquo to increase brand visibility It is an
initiative to occupy shelf space
8132019 Making by Th Harsh Pandit
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92
BIBLIOGRAPHY
Books
Marketing Management Twelfth Edition ndash Philip Kotler amp Kevin Lane Keller
Websites
wwwgooglecom
wwwdaburcom
wwwtutor2unet
wwwbrandchannelcom
The time of india
Forbs magazing
Hinustan time
8132019 Making by Th Harsh Pandit
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8132019 Making by Th Harsh Pandit
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YES NO
7Which pack size do you prefer
YES NO
8On what parameters do you choose this pack size
YES NO
9 how do u increase the company position
YES NO
10 how you increase your company position in market agains other company
YES NO
![Page 60: Making by Th Harsh Pandit](https://reader033.vdocuments.mx/reader033/viewer/2022052406/577cd3191a28ab9e7896af7d/html5/thumbnails/60.jpg)
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60
INTRODUCTION OF DABUR CHYWANPRASH
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61
Dabur Chyawanprash the trusted name for your entire familys health
Dabur Chyawanprash has anti-oxidant properties amp strengthens your bodysinternal defense mechanism the immune system thereby protecting you fromeveryday infections cough cold amp stress etc
At a time when flu and viruses are everywhere your immunity system provides the best prevention from these deadly diseases Chyawanprash a time-tested age-
old formulation has a number of herbs like Amla known to be one of the bestantioxidants Giloy (Guduchi) known to have immuno modulatory properties andhas more than 40 other natural ingredients to boost immunity
Dabur Chyawanprash The Health Giver
Derived from 2500-year-old Ayurvedic formula
Totally chemical-free natural and safe Powerful combination of herbs and plant extracts in a
base of Amla fruit pulp Refined by Dabur to provide traditional goodness with best quality
Reinforces the immune system amp helps fight disease Trusted health provider of a majority of Indian households
Usage
Dabur Chyawanprash has a tangy sweet-sour taste and the consistency of jamIt can be taken directly or with milk and as bread spread In all cases itstherapeutic properties remain stable and active In winters have a glass ofwarm milk after having Chyawanprash In summers have a glass of cold milkafter having Chyawanprash
Dose
1-2 teaspoonful
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62
STP ANALYSIS OF DABUR CHYAWANPRASH
SEGMENTATION
Dabur Chyawanprash is the market leader in the Chyawanprash segment It
comes under the category of health supplements The segments that it considers
are growing kids competitive youth ever busy housewives and the aged
For the growing kids In todays competitive environment the children are under
high pressure to excel
For the competitive youth Modern life keeps the youth busy and demands them
to be active and efficient
For ever-busy housewives The homemaker needs to be fit in order to shoulder
all responsibilities
For the aged Old age weakens a person physically and mentally
After segmenting the population into these categories it aims to keep them fit
and healthy
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63
TARGETING
Traditionally chyawanprash was supposed to be a health supplement for the
aged and kids Dabur Chyawanprash (DCP) is now targeting adults housewives
youth and kids This it is trying to achieve through its promotion activities by
making Amitabh Bacchan and Vivek Oberoi do the endorsement act Amitabh
has been projected as a user of Chyawanprash attempting to establish the
relevance of DCP amongst the adults in todayrsquos demanding lifestyle Vivek who
represents an urban ambitious non-user with a mindset that Chyawanprash is not
for him meets his moment of truth when outperformed by a young
Chyawanprash user thus reaching out to kids His final conversion from a non-
user to a Chyawanprash user connects with the Youth These two ads compliment
each other and connect very well with the targeted consumers
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64
POSITIONING
Andar se strongrdquo Dabur chyawanprash has the tag line Andar se strongrdquo By
using a natural language instead of scientific language it is able to connect with
the consumers and is able to achieve a better positioning in the minds of the
Indian health conscious consumer A category like Chyawanprash for instance
needs to understand that in employing the category language it loses any chance
of expressing its own benefit distinctively
Holistic Health benefit of Ayurveda Dabur Chyawanprash helps in stimulating
immune system relieving stress improving stamina fighting aging through anti-
oxidant property improving lung function fighting respiratory infections amp
building resistance to disease The brand conveys this health conscious holistic
view of the product
Brand Trust Over 100 years of Daburrsquos experience in Ayurveda ensures selection
processing and quality control of right herbs along with scientific and clinical
studies ndash makes DCP a trustworthy offering for consumers Consumers view DCP
as a product by a trusted brand and therefore do not need to think twice beforemaking a purchasing decisio
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65
MARKETING MIX OF DABUR CHYAWANPRASH
Dabur Chyawanprash is the market leader in the chyawanprash segment and has
achieved this with its innovative product offering pricing strategy easy
availability and promotion campaigns In the marketing mix of Dabur we shall be
discussing the 4 Ps of marketing mix with respect to Dabur Chyawanprash The
mix shall be analyzed as followed
Product
Price
Place
Promotion
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66
Product Price Promotion Place
bull Product
Variety
bull Quality
bull Design
bull Features
bull Brand
Names
bull Services
bull List Price
bull Discount
bull Financing
Schemes
bull Credit Terms
bull Advertising amp
Promotion
bull Public Relations
bull Sponsorships
bull Internet
Marketing
bull Channels
bull Location
bull Inventory
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67
PRODUCT
Dabur Chyawanprash is the leader in the Chyawanprash category
and enjoys a market share of 61 per cent In 50s Dabur pioneered the
concept of branded Chyawanprash and since has invested heavily in
product development clinical studies and consumer awareness The
product is essentially a health supplement
Known as the ldquoelixir of liferdquo Chyawanprash has (clinically) proven benefits in
maintaining smooth body functioning The principal ingredient Amla (Indian
Gooseberry) acts as an anti-oxidant and immuno-stimulant Dabur Chyawanprash
helps in stimulating immune system relieving stress improving stamina fighting
aging through anti-oxidant property improving lung function fighting respiratory
infections amp building resistance to disease It is these properties that make Dabur
Chyawanprash a preferred choice for its users
Ingredients of Dabur Chyawanprash
Vishwast Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts
Special Vishwast fortified with additional health beneficial herbs like
Keshar Akarkara etc
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68
Packaging
n
The figure above shows the evolution of the packaging of Dabur Chyawanprash
Dabur continuously innovates the package and branding of its chayawanprash It
launched Dabur Chyawanprash first in 1949 in a tin pack and it was the first
branded Chyawanprash in India Later Dabur came out with its new packet of
Chyawanprash with Amitabh Bachchan as their brand ambassador It also
received ldquoBrand Relaunch of the Year ldquoaward from IMA
Available in
Dabur Chyawanprash is available in three sizes to cater to the needs of different
types of people
1 One kilogram pack
2 500 gram pack
3 250 gram pack
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69
PRICE
The pricing of Dabur chyawanprash is very competitive Dabur chyawanprash uses
second degree price discrimination ie more the quantity lower the price
1kg Rs19500
500gms Rs11000
250gms Rs 6200
PRICEQUALITY MATRIX
Pricerarr
Quality
darr
High Middle Low
High
Luxury
Segment
Ideal For
Penetration
DABUR
CHYAWANPRASH
Premiere
Offering
Middle
Overpriced Average Real
Bargain
Low
Make The Sale
and Run
Unhappy
Customers
Cheap
Goods
8132019 Making by Th Harsh Pandit
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70
PLACE
Dabur has a very wide distribution of its products through 16 million retail outlets
and 50 C amp F agents all over India who distribute products to the retailers Adistribution of C amp F agents and manufacturing locations is given below
Daburrsquos distribution network extends beyond India in the following countries as
well
Distribution Network
Central North amp South America
Australia
Asia
Middle East
North amp South Africa
East amp West Europe
8132019 Making by Th Harsh Pandit
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71
PROMOTION
The main form of promotional activities of Dabur chyawanprash are concentrated
towards advertising and it has neglible sales promotional activities
Advertising
Nothing can happen without establishing the brandrsquos heritage emphasizing
technological prowess explaining benefits and building bonds with prospective
buyers Ads are necessary because the images are still mouldable and fluid and
the consumerrsquos sophistication level is low Dabur chyawanprash is advertised on
print media as well as on television
The company has launched two ads one each with Amitabh and Vivek in
national electronic media followed by a series of print media campaign directed
towards creating awareness to educate people about the holistic benefits of
ChyawanprashThe ads have been created by McCann Ericsson and the company
would be spending close to Rs 10 crore in promotional campaign this year The
ads would also be translated in Bengali These advertisements are supposed to
target the old and the younger generation respectively
Thecompany has launched a new ad with MS Dhoni who is leader of Indian
cricket team
8132019 Making by Th Harsh Pandit
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72
SWOT ANALYSIS OF DABUR
STRENGTHS
Strong presence in well defined
niches( like value added Hair Oil and
Ayurveda specialities)
Core knowledge of Ayurveda as
competitive advantage
Strong Brand Image
Product Development Strength
Strong Distribution Network
Extensive Supply Chain
IT Initiatives
R amp D ndash a key strength
WEAKNESS
Seasonal Demand( like
chyawanprash in winter and Vatika not
in winter)
Low Penetration(Chyawanprash)
High price(Vatika)
Limited differentiation (Vatika)
Unbranded players account for
the 23rd of the total market(Vatika)
8132019 Making by Th Harsh Pandit
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73
OPPORTUNITIES
Untapped
Market(Chyawanprash)
Market Development
Export opportunities
Innovation
Increasing income level of the
middle class Creating additional consumption
pattern
THREATS
Existing Competition( like
Himani baidyanath and Zandu for
Dabur Chyawanprash and MaricoKeo
Karpin HLL and Bajaj for Vatika Hair Oil)
New Entrants
Threat from substitutes (like
Bryllcream for Vatika hair oil)
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7494
74
OBJECTIVE OF THE STUDY
The major objective of the survey is to collect the data from outlets in the
specified areas where cold drinks are to be sold
To make an assessment of availability of several brands of dabur in
different packs and size in the specified areas
To make an assessment of market presence program of the dabur
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7594
75
Research Methodology
Data collection
Sample unit
1) working people (including men amp women) amp housewife
2) college students
3) school students
4) senior citizens
5) Retailer
Sample size
1 working people amp housewife 30
2 college students 25
3 school students 20
4 senior citizens 15
5 Retailer 10
Sampling techniques
Judgmental sampling techniques used
8132019 Making by Th Harsh Pandit
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76
Sampling region
Sampling region will be DELHI in rural area
Data collection method
1 Primary data It will be collected with the help of a self administered
questionnaire
2 Secondary data it will be collected with the help of books research
papers magazines news papers journals internet etc
3
Research instruments
Questionnaire design
As the questionnaire is self administrated one the survey will be simple and user
friendly Words used in questionnaire will be readily understandable to all
respondent Also technical jargons will be avoided to ensure that there is no
confusion for respondents
Data Analysis - Data analysis will be done with the help of MS Excel and SPSS
Software
8132019 Making by Th Harsh Pandit
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77
DATA ANALYSIS
DABUR CHYAWANPRASH
1 AWARNESS LEVEL
I
NTERPRETATION-
According to serveyAll person are know the dabur100 person of dabur65
person kmow the Baidyanathamp Dabur 40 people of HimaniBaidyanath and
Dabur 60 person of ZanduHimaniBaidyanath and Dabur
8132019 Making by Th Harsh Pandit
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78
2 PREFERRED BRAND
INTERPRETATION-
According to servey60 person are preferred dabur product 15 person are
preferred Baidynath product 15 person are preferred Himani product 10 person
are preferred Zandu
8132019 Making by Th Harsh Pandit
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79
3SATISFACTION LEVEL
INTERPRETATION-
According to servey100 satisfaction level of dabur product 80 satisfaction level
of Baidynath product 80 satisfaction level of Himani product
60 satisfaction level of Zandu product
8132019 Making by Th Harsh Pandit
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80
4 REASONS FOR SELECTING A PARTICULAR BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8194
81
5HOW DID YOU COME TO KNOW ABOUT THIS BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
8132019 Making by Th Harsh Pandit
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82
6 PREFERRED PACK SIZE
INTERPRETATION-
According to servey50 person are preferred 500gm product 30 person are
preferred 1kg product 20 person are preferred 250gm product
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8394
83
8 REASON TO SELECT PREFERRED PACK SIZE
INTERPRETATION-
According to servey20 person are select product of itrsquos availability pack size
40 person are select product of itrsquos price pack size 25 person are select
product of itrsquos family pack size 15 person are select product of itrsquos storage
pack size
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8494
84
9 FREQUENCY OF
PURCHASE
INTERPRETATION-
According to servey30 People are purchase product after one month 55
People are purchase product after two months 15 People are purchase
product after six months
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8594
85
COMPETITOR ANALYSIS
The key competitorrsquos of Dabur in the Chyawanprash segment are Baidyanath
Zandu and Himani which together with Dabur have about 85 of Indias domestic
market
Dabur is Indias largest Ayurvedic medicine supplier and the fourth largest
producer of FMCG It was established in 1884 and had grown to a business level
in 2003 of about 650 million dollars per year though only a fraction of that is
involved with Ayurvedic medicine Dabur Chyawanprash (herbal honey) has a
market share of 61We have tried to analyse the competition for Dabur in the
Chyawanprash segment as follows
8132019 Making by Th Harsh Pandit
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8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8794
87
The Himani Group
It founded in 1974 provides a diverse range of products doing 110 million dollars
of business annually though only a portion is involved with Ayurvedic products
through its Himani line the company is mainly involved with toiletries and
cosmetics but also provides Chyawanprash and other health productsIts market
share is 12
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8894
88
CONCLUSIONS
The Chyawanprash Industry is yet to capture the beverage market in full swing Packed Chyawanprash
followed by Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts the market The consumerrsquos patriotic love for tea and coffee is unfared
Chyawanprash are yet to establish their supplement use in the average household here in lies the great
opportunities Within the market it is safe to conclude that dabur has hit off ratherwell with the
masses
dabur has clearly lost it head start advantage and thereby acquiring just 35 of the market share while
others enjoys rest of the market share This could be well attributed to dabor successful ATA
(Availability Taste and Affordability) marketing module the attributes most rated by the consumersLack of publicity has hampered the growth progress of the brand so aggressive advertising is needed to
promote Chyawanprash and vatika hair oil brand
The brands such as that of Chyawanprash by vednath Chyawanprash with its lsquosonacahndi lsquoMinute-
madersquo and also US food giantssDel Monte are ready to hit the Chyawanprash market very soon
As the strategies of the companies keeps on changing be it in Chyawanprash industry a company has
to create perceptions and cover them into realities It is an expensive proposition requiring huge
expenditure on advertising sponsorships and media Thus the ideal company will be the one which
combines the high end technology with consumer insight
As 16 of the excise duty is exempted on food products in this budget Many food companies including
Dabur got benefited from it On the analysis of survey it was found that target Market of Chyawanprash
want quality benefit rather then Price benefit so it is better to stress on quality rather than on
decreasing price to increase sales and profit
To increase market share Dabur should give slight price benefit on Dabur brand so that customers of
other Juice brand should switch from other brand to Dabur brand
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8994
89
Findings
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey100 satisfaction level of dabur product 80 satisfaction level of
Baidynath product 80 satisfaction level of Himani product 60 satisfaction level of
Zandu product
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis According to servey50 person are preferred 500gm
product 30 person are preferred 1kg product 20 person are preferred 250gm
product
According to servey20 person are select product of itrsquos availability pack size 40
person are select product of itrsquos price pack size 25 person are select product of itrsquos
family pack size 15 person are select product of itrsquos storage pack size
According to servey30 People are purchase product after one month 55 People are
purchase product after two months 15 People are purchase product after six months
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9094
90
LIMITATIONS
No study is free from limitations The limitations of this study can be
Sample size taken is small and may not be sufficient to predict theresults with 100 accuracy
The result is based on primary and secondary data that has itrsquos own limitations
The study only covers the area of Delhi that may not beapplicable to other areas
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9194
91
RECOMMENDATIONS
Focus on growing core brands across categories
Reaching out to new geographies within Hapur area
Improve operational efficiencies by leveraging technology
Be the preferred company to meet the health and personal grooming needs of
our target consumers with safe efficacious natural solutions by synthesizing the
deep knowledge of ayurveda and herbs with modern science
Provide consumers with innovative products within easy reach
Vatika hair care centre On the lines of Maricorsquos Kaya Skin Clinic Dabur
could start a venture called Vatika hair care centre which would provide total hair
care solutions It could have hair care experts to solve hair problemsServices could
include dandruff treatment straightening of hair treatment for split endsetc
Position Dabur Chyawanprash as not more of a medicine but as something
which is necessary for health
More initiatives like ldquo Dabur ki Deewarrdquo to increase brand visibility It is an
initiative to occupy shelf space
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9294
92
BIBLIOGRAPHY
Books
Marketing Management Twelfth Edition ndash Philip Kotler amp Kevin Lane Keller
Websites
wwwgooglecom
wwwdaburcom
wwwtutor2unet
wwwbrandchannelcom
The time of india
Forbs magazing
Hinustan time
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9394
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9494
YES NO
7Which pack size do you prefer
YES NO
8On what parameters do you choose this pack size
YES NO
9 how do u increase the company position
YES NO
10 how you increase your company position in market agains other company
YES NO
![Page 61: Making by Th Harsh Pandit](https://reader033.vdocuments.mx/reader033/viewer/2022052406/577cd3191a28ab9e7896af7d/html5/thumbnails/61.jpg)
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 6194
61
Dabur Chyawanprash the trusted name for your entire familys health
Dabur Chyawanprash has anti-oxidant properties amp strengthens your bodysinternal defense mechanism the immune system thereby protecting you fromeveryday infections cough cold amp stress etc
At a time when flu and viruses are everywhere your immunity system provides the best prevention from these deadly diseases Chyawanprash a time-tested age-
old formulation has a number of herbs like Amla known to be one of the bestantioxidants Giloy (Guduchi) known to have immuno modulatory properties andhas more than 40 other natural ingredients to boost immunity
Dabur Chyawanprash The Health Giver
Derived from 2500-year-old Ayurvedic formula
Totally chemical-free natural and safe Powerful combination of herbs and plant extracts in a
base of Amla fruit pulp Refined by Dabur to provide traditional goodness with best quality
Reinforces the immune system amp helps fight disease Trusted health provider of a majority of Indian households
Usage
Dabur Chyawanprash has a tangy sweet-sour taste and the consistency of jamIt can be taken directly or with milk and as bread spread In all cases itstherapeutic properties remain stable and active In winters have a glass ofwarm milk after having Chyawanprash In summers have a glass of cold milkafter having Chyawanprash
Dose
1-2 teaspoonful
8132019 Making by Th Harsh Pandit
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62
STP ANALYSIS OF DABUR CHYAWANPRASH
SEGMENTATION
Dabur Chyawanprash is the market leader in the Chyawanprash segment It
comes under the category of health supplements The segments that it considers
are growing kids competitive youth ever busy housewives and the aged
For the growing kids In todays competitive environment the children are under
high pressure to excel
For the competitive youth Modern life keeps the youth busy and demands them
to be active and efficient
For ever-busy housewives The homemaker needs to be fit in order to shoulder
all responsibilities
For the aged Old age weakens a person physically and mentally
After segmenting the population into these categories it aims to keep them fit
and healthy
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 6394
63
TARGETING
Traditionally chyawanprash was supposed to be a health supplement for the
aged and kids Dabur Chyawanprash (DCP) is now targeting adults housewives
youth and kids This it is trying to achieve through its promotion activities by
making Amitabh Bacchan and Vivek Oberoi do the endorsement act Amitabh
has been projected as a user of Chyawanprash attempting to establish the
relevance of DCP amongst the adults in todayrsquos demanding lifestyle Vivek who
represents an urban ambitious non-user with a mindset that Chyawanprash is not
for him meets his moment of truth when outperformed by a young
Chyawanprash user thus reaching out to kids His final conversion from a non-
user to a Chyawanprash user connects with the Youth These two ads compliment
each other and connect very well with the targeted consumers
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 6494
64
POSITIONING
Andar se strongrdquo Dabur chyawanprash has the tag line Andar se strongrdquo By
using a natural language instead of scientific language it is able to connect with
the consumers and is able to achieve a better positioning in the minds of the
Indian health conscious consumer A category like Chyawanprash for instance
needs to understand that in employing the category language it loses any chance
of expressing its own benefit distinctively
Holistic Health benefit of Ayurveda Dabur Chyawanprash helps in stimulating
immune system relieving stress improving stamina fighting aging through anti-
oxidant property improving lung function fighting respiratory infections amp
building resistance to disease The brand conveys this health conscious holistic
view of the product
Brand Trust Over 100 years of Daburrsquos experience in Ayurveda ensures selection
processing and quality control of right herbs along with scientific and clinical
studies ndash makes DCP a trustworthy offering for consumers Consumers view DCP
as a product by a trusted brand and therefore do not need to think twice beforemaking a purchasing decisio
8132019 Making by Th Harsh Pandit
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65
MARKETING MIX OF DABUR CHYAWANPRASH
Dabur Chyawanprash is the market leader in the chyawanprash segment and has
achieved this with its innovative product offering pricing strategy easy
availability and promotion campaigns In the marketing mix of Dabur we shall be
discussing the 4 Ps of marketing mix with respect to Dabur Chyawanprash The
mix shall be analyzed as followed
Product
Price
Place
Promotion
8132019 Making by Th Harsh Pandit
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66
Product Price Promotion Place
bull Product
Variety
bull Quality
bull Design
bull Features
bull Brand
Names
bull Services
bull List Price
bull Discount
bull Financing
Schemes
bull Credit Terms
bull Advertising amp
Promotion
bull Public Relations
bull Sponsorships
bull Internet
Marketing
bull Channels
bull Location
bull Inventory
8132019 Making by Th Harsh Pandit
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67
PRODUCT
Dabur Chyawanprash is the leader in the Chyawanprash category
and enjoys a market share of 61 per cent In 50s Dabur pioneered the
concept of branded Chyawanprash and since has invested heavily in
product development clinical studies and consumer awareness The
product is essentially a health supplement
Known as the ldquoelixir of liferdquo Chyawanprash has (clinically) proven benefits in
maintaining smooth body functioning The principal ingredient Amla (Indian
Gooseberry) acts as an anti-oxidant and immuno-stimulant Dabur Chyawanprash
helps in stimulating immune system relieving stress improving stamina fighting
aging through anti-oxidant property improving lung function fighting respiratory
infections amp building resistance to disease It is these properties that make Dabur
Chyawanprash a preferred choice for its users
Ingredients of Dabur Chyawanprash
Vishwast Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts
Special Vishwast fortified with additional health beneficial herbs like
Keshar Akarkara etc
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68
Packaging
n
The figure above shows the evolution of the packaging of Dabur Chyawanprash
Dabur continuously innovates the package and branding of its chayawanprash It
launched Dabur Chyawanprash first in 1949 in a tin pack and it was the first
branded Chyawanprash in India Later Dabur came out with its new packet of
Chyawanprash with Amitabh Bachchan as their brand ambassador It also
received ldquoBrand Relaunch of the Year ldquoaward from IMA
Available in
Dabur Chyawanprash is available in three sizes to cater to the needs of different
types of people
1 One kilogram pack
2 500 gram pack
3 250 gram pack
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69
PRICE
The pricing of Dabur chyawanprash is very competitive Dabur chyawanprash uses
second degree price discrimination ie more the quantity lower the price
1kg Rs19500
500gms Rs11000
250gms Rs 6200
PRICEQUALITY MATRIX
Pricerarr
Quality
darr
High Middle Low
High
Luxury
Segment
Ideal For
Penetration
DABUR
CHYAWANPRASH
Premiere
Offering
Middle
Overpriced Average Real
Bargain
Low
Make The Sale
and Run
Unhappy
Customers
Cheap
Goods
8132019 Making by Th Harsh Pandit
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70
PLACE
Dabur has a very wide distribution of its products through 16 million retail outlets
and 50 C amp F agents all over India who distribute products to the retailers Adistribution of C amp F agents and manufacturing locations is given below
Daburrsquos distribution network extends beyond India in the following countries as
well
Distribution Network
Central North amp South America
Australia
Asia
Middle East
North amp South Africa
East amp West Europe
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7194
71
PROMOTION
The main form of promotional activities of Dabur chyawanprash are concentrated
towards advertising and it has neglible sales promotional activities
Advertising
Nothing can happen without establishing the brandrsquos heritage emphasizing
technological prowess explaining benefits and building bonds with prospective
buyers Ads are necessary because the images are still mouldable and fluid and
the consumerrsquos sophistication level is low Dabur chyawanprash is advertised on
print media as well as on television
The company has launched two ads one each with Amitabh and Vivek in
national electronic media followed by a series of print media campaign directed
towards creating awareness to educate people about the holistic benefits of
ChyawanprashThe ads have been created by McCann Ericsson and the company
would be spending close to Rs 10 crore in promotional campaign this year The
ads would also be translated in Bengali These advertisements are supposed to
target the old and the younger generation respectively
Thecompany has launched a new ad with MS Dhoni who is leader of Indian
cricket team
8132019 Making by Th Harsh Pandit
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72
SWOT ANALYSIS OF DABUR
STRENGTHS
Strong presence in well defined
niches( like value added Hair Oil and
Ayurveda specialities)
Core knowledge of Ayurveda as
competitive advantage
Strong Brand Image
Product Development Strength
Strong Distribution Network
Extensive Supply Chain
IT Initiatives
R amp D ndash a key strength
WEAKNESS
Seasonal Demand( like
chyawanprash in winter and Vatika not
in winter)
Low Penetration(Chyawanprash)
High price(Vatika)
Limited differentiation (Vatika)
Unbranded players account for
the 23rd of the total market(Vatika)
8132019 Making by Th Harsh Pandit
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73
OPPORTUNITIES
Untapped
Market(Chyawanprash)
Market Development
Export opportunities
Innovation
Increasing income level of the
middle class Creating additional consumption
pattern
THREATS
Existing Competition( like
Himani baidyanath and Zandu for
Dabur Chyawanprash and MaricoKeo
Karpin HLL and Bajaj for Vatika Hair Oil)
New Entrants
Threat from substitutes (like
Bryllcream for Vatika hair oil)
8132019 Making by Th Harsh Pandit
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74
OBJECTIVE OF THE STUDY
The major objective of the survey is to collect the data from outlets in the
specified areas where cold drinks are to be sold
To make an assessment of availability of several brands of dabur in
different packs and size in the specified areas
To make an assessment of market presence program of the dabur
8132019 Making by Th Harsh Pandit
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75
Research Methodology
Data collection
Sample unit
1) working people (including men amp women) amp housewife
2) college students
3) school students
4) senior citizens
5) Retailer
Sample size
1 working people amp housewife 30
2 college students 25
3 school students 20
4 senior citizens 15
5 Retailer 10
Sampling techniques
Judgmental sampling techniques used
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7694
76
Sampling region
Sampling region will be DELHI in rural area
Data collection method
1 Primary data It will be collected with the help of a self administered
questionnaire
2 Secondary data it will be collected with the help of books research
papers magazines news papers journals internet etc
3
Research instruments
Questionnaire design
As the questionnaire is self administrated one the survey will be simple and user
friendly Words used in questionnaire will be readily understandable to all
respondent Also technical jargons will be avoided to ensure that there is no
confusion for respondents
Data Analysis - Data analysis will be done with the help of MS Excel and SPSS
Software
8132019 Making by Th Harsh Pandit
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77
DATA ANALYSIS
DABUR CHYAWANPRASH
1 AWARNESS LEVEL
I
NTERPRETATION-
According to serveyAll person are know the dabur100 person of dabur65
person kmow the Baidyanathamp Dabur 40 people of HimaniBaidyanath and
Dabur 60 person of ZanduHimaniBaidyanath and Dabur
8132019 Making by Th Harsh Pandit
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78
2 PREFERRED BRAND
INTERPRETATION-
According to servey60 person are preferred dabur product 15 person are
preferred Baidynath product 15 person are preferred Himani product 10 person
are preferred Zandu
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7994
79
3SATISFACTION LEVEL
INTERPRETATION-
According to servey100 satisfaction level of dabur product 80 satisfaction level
of Baidynath product 80 satisfaction level of Himani product
60 satisfaction level of Zandu product
8132019 Making by Th Harsh Pandit
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80
4 REASONS FOR SELECTING A PARTICULAR BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8194
81
5HOW DID YOU COME TO KNOW ABOUT THIS BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
8132019 Making by Th Harsh Pandit
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82
6 PREFERRED PACK SIZE
INTERPRETATION-
According to servey50 person are preferred 500gm product 30 person are
preferred 1kg product 20 person are preferred 250gm product
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8394
83
8 REASON TO SELECT PREFERRED PACK SIZE
INTERPRETATION-
According to servey20 person are select product of itrsquos availability pack size
40 person are select product of itrsquos price pack size 25 person are select
product of itrsquos family pack size 15 person are select product of itrsquos storage
pack size
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8494
84
9 FREQUENCY OF
PURCHASE
INTERPRETATION-
According to servey30 People are purchase product after one month 55
People are purchase product after two months 15 People are purchase
product after six months
8132019 Making by Th Harsh Pandit
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85
COMPETITOR ANALYSIS
The key competitorrsquos of Dabur in the Chyawanprash segment are Baidyanath
Zandu and Himani which together with Dabur have about 85 of Indias domestic
market
Dabur is Indias largest Ayurvedic medicine supplier and the fourth largest
producer of FMCG It was established in 1884 and had grown to a business level
in 2003 of about 650 million dollars per year though only a fraction of that is
involved with Ayurvedic medicine Dabur Chyawanprash (herbal honey) has a
market share of 61We have tried to analyse the competition for Dabur in the
Chyawanprash segment as follows
8132019 Making by Th Harsh Pandit
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8132019 Making by Th Harsh Pandit
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87
The Himani Group
It founded in 1974 provides a diverse range of products doing 110 million dollars
of business annually though only a portion is involved with Ayurvedic products
through its Himani line the company is mainly involved with toiletries and
cosmetics but also provides Chyawanprash and other health productsIts market
share is 12
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8894
88
CONCLUSIONS
The Chyawanprash Industry is yet to capture the beverage market in full swing Packed Chyawanprash
followed by Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts the market The consumerrsquos patriotic love for tea and coffee is unfared
Chyawanprash are yet to establish their supplement use in the average household here in lies the great
opportunities Within the market it is safe to conclude that dabur has hit off ratherwell with the
masses
dabur has clearly lost it head start advantage and thereby acquiring just 35 of the market share while
others enjoys rest of the market share This could be well attributed to dabor successful ATA
(Availability Taste and Affordability) marketing module the attributes most rated by the consumersLack of publicity has hampered the growth progress of the brand so aggressive advertising is needed to
promote Chyawanprash and vatika hair oil brand
The brands such as that of Chyawanprash by vednath Chyawanprash with its lsquosonacahndi lsquoMinute-
madersquo and also US food giantssDel Monte are ready to hit the Chyawanprash market very soon
As the strategies of the companies keeps on changing be it in Chyawanprash industry a company has
to create perceptions and cover them into realities It is an expensive proposition requiring huge
expenditure on advertising sponsorships and media Thus the ideal company will be the one which
combines the high end technology with consumer insight
As 16 of the excise duty is exempted on food products in this budget Many food companies including
Dabur got benefited from it On the analysis of survey it was found that target Market of Chyawanprash
want quality benefit rather then Price benefit so it is better to stress on quality rather than on
decreasing price to increase sales and profit
To increase market share Dabur should give slight price benefit on Dabur brand so that customers of
other Juice brand should switch from other brand to Dabur brand
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8994
89
Findings
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey100 satisfaction level of dabur product 80 satisfaction level of
Baidynath product 80 satisfaction level of Himani product 60 satisfaction level of
Zandu product
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis According to servey50 person are preferred 500gm
product 30 person are preferred 1kg product 20 person are preferred 250gm
product
According to servey20 person are select product of itrsquos availability pack size 40
person are select product of itrsquos price pack size 25 person are select product of itrsquos
family pack size 15 person are select product of itrsquos storage pack size
According to servey30 People are purchase product after one month 55 People are
purchase product after two months 15 People are purchase product after six months
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9094
90
LIMITATIONS
No study is free from limitations The limitations of this study can be
Sample size taken is small and may not be sufficient to predict theresults with 100 accuracy
The result is based on primary and secondary data that has itrsquos own limitations
The study only covers the area of Delhi that may not beapplicable to other areas
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9194
91
RECOMMENDATIONS
Focus on growing core brands across categories
Reaching out to new geographies within Hapur area
Improve operational efficiencies by leveraging technology
Be the preferred company to meet the health and personal grooming needs of
our target consumers with safe efficacious natural solutions by synthesizing the
deep knowledge of ayurveda and herbs with modern science
Provide consumers with innovative products within easy reach
Vatika hair care centre On the lines of Maricorsquos Kaya Skin Clinic Dabur
could start a venture called Vatika hair care centre which would provide total hair
care solutions It could have hair care experts to solve hair problemsServices could
include dandruff treatment straightening of hair treatment for split endsetc
Position Dabur Chyawanprash as not more of a medicine but as something
which is necessary for health
More initiatives like ldquo Dabur ki Deewarrdquo to increase brand visibility It is an
initiative to occupy shelf space
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9294
92
BIBLIOGRAPHY
Books
Marketing Management Twelfth Edition ndash Philip Kotler amp Kevin Lane Keller
Websites
wwwgooglecom
wwwdaburcom
wwwtutor2unet
wwwbrandchannelcom
The time of india
Forbs magazing
Hinustan time
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9394
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9494
YES NO
7Which pack size do you prefer
YES NO
8On what parameters do you choose this pack size
YES NO
9 how do u increase the company position
YES NO
10 how you increase your company position in market agains other company
YES NO
![Page 62: Making by Th Harsh Pandit](https://reader033.vdocuments.mx/reader033/viewer/2022052406/577cd3191a28ab9e7896af7d/html5/thumbnails/62.jpg)
8132019 Making by Th Harsh Pandit
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62
STP ANALYSIS OF DABUR CHYAWANPRASH
SEGMENTATION
Dabur Chyawanprash is the market leader in the Chyawanprash segment It
comes under the category of health supplements The segments that it considers
are growing kids competitive youth ever busy housewives and the aged
For the growing kids In todays competitive environment the children are under
high pressure to excel
For the competitive youth Modern life keeps the youth busy and demands them
to be active and efficient
For ever-busy housewives The homemaker needs to be fit in order to shoulder
all responsibilities
For the aged Old age weakens a person physically and mentally
After segmenting the population into these categories it aims to keep them fit
and healthy
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 6394
63
TARGETING
Traditionally chyawanprash was supposed to be a health supplement for the
aged and kids Dabur Chyawanprash (DCP) is now targeting adults housewives
youth and kids This it is trying to achieve through its promotion activities by
making Amitabh Bacchan and Vivek Oberoi do the endorsement act Amitabh
has been projected as a user of Chyawanprash attempting to establish the
relevance of DCP amongst the adults in todayrsquos demanding lifestyle Vivek who
represents an urban ambitious non-user with a mindset that Chyawanprash is not
for him meets his moment of truth when outperformed by a young
Chyawanprash user thus reaching out to kids His final conversion from a non-
user to a Chyawanprash user connects with the Youth These two ads compliment
each other and connect very well with the targeted consumers
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 6494
64
POSITIONING
Andar se strongrdquo Dabur chyawanprash has the tag line Andar se strongrdquo By
using a natural language instead of scientific language it is able to connect with
the consumers and is able to achieve a better positioning in the minds of the
Indian health conscious consumer A category like Chyawanprash for instance
needs to understand that in employing the category language it loses any chance
of expressing its own benefit distinctively
Holistic Health benefit of Ayurveda Dabur Chyawanprash helps in stimulating
immune system relieving stress improving stamina fighting aging through anti-
oxidant property improving lung function fighting respiratory infections amp
building resistance to disease The brand conveys this health conscious holistic
view of the product
Brand Trust Over 100 years of Daburrsquos experience in Ayurveda ensures selection
processing and quality control of right herbs along with scientific and clinical
studies ndash makes DCP a trustworthy offering for consumers Consumers view DCP
as a product by a trusted brand and therefore do not need to think twice beforemaking a purchasing decisio
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 6594
65
MARKETING MIX OF DABUR CHYAWANPRASH
Dabur Chyawanprash is the market leader in the chyawanprash segment and has
achieved this with its innovative product offering pricing strategy easy
availability and promotion campaigns In the marketing mix of Dabur we shall be
discussing the 4 Ps of marketing mix with respect to Dabur Chyawanprash The
mix shall be analyzed as followed
Product
Price
Place
Promotion
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 6694
66
Product Price Promotion Place
bull Product
Variety
bull Quality
bull Design
bull Features
bull Brand
Names
bull Services
bull List Price
bull Discount
bull Financing
Schemes
bull Credit Terms
bull Advertising amp
Promotion
bull Public Relations
bull Sponsorships
bull Internet
Marketing
bull Channels
bull Location
bull Inventory
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 6794
67
PRODUCT
Dabur Chyawanprash is the leader in the Chyawanprash category
and enjoys a market share of 61 per cent In 50s Dabur pioneered the
concept of branded Chyawanprash and since has invested heavily in
product development clinical studies and consumer awareness The
product is essentially a health supplement
Known as the ldquoelixir of liferdquo Chyawanprash has (clinically) proven benefits in
maintaining smooth body functioning The principal ingredient Amla (Indian
Gooseberry) acts as an anti-oxidant and immuno-stimulant Dabur Chyawanprash
helps in stimulating immune system relieving stress improving stamina fighting
aging through anti-oxidant property improving lung function fighting respiratory
infections amp building resistance to disease It is these properties that make Dabur
Chyawanprash a preferred choice for its users
Ingredients of Dabur Chyawanprash
Vishwast Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts
Special Vishwast fortified with additional health beneficial herbs like
Keshar Akarkara etc
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 6894
68
Packaging
n
The figure above shows the evolution of the packaging of Dabur Chyawanprash
Dabur continuously innovates the package and branding of its chayawanprash It
launched Dabur Chyawanprash first in 1949 in a tin pack and it was the first
branded Chyawanprash in India Later Dabur came out with its new packet of
Chyawanprash with Amitabh Bachchan as their brand ambassador It also
received ldquoBrand Relaunch of the Year ldquoaward from IMA
Available in
Dabur Chyawanprash is available in three sizes to cater to the needs of different
types of people
1 One kilogram pack
2 500 gram pack
3 250 gram pack
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 6994
69
PRICE
The pricing of Dabur chyawanprash is very competitive Dabur chyawanprash uses
second degree price discrimination ie more the quantity lower the price
1kg Rs19500
500gms Rs11000
250gms Rs 6200
PRICEQUALITY MATRIX
Pricerarr
Quality
darr
High Middle Low
High
Luxury
Segment
Ideal For
Penetration
DABUR
CHYAWANPRASH
Premiere
Offering
Middle
Overpriced Average Real
Bargain
Low
Make The Sale
and Run
Unhappy
Customers
Cheap
Goods
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7094
70
PLACE
Dabur has a very wide distribution of its products through 16 million retail outlets
and 50 C amp F agents all over India who distribute products to the retailers Adistribution of C amp F agents and manufacturing locations is given below
Daburrsquos distribution network extends beyond India in the following countries as
well
Distribution Network
Central North amp South America
Australia
Asia
Middle East
North amp South Africa
East amp West Europe
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7194
71
PROMOTION
The main form of promotional activities of Dabur chyawanprash are concentrated
towards advertising and it has neglible sales promotional activities
Advertising
Nothing can happen without establishing the brandrsquos heritage emphasizing
technological prowess explaining benefits and building bonds with prospective
buyers Ads are necessary because the images are still mouldable and fluid and
the consumerrsquos sophistication level is low Dabur chyawanprash is advertised on
print media as well as on television
The company has launched two ads one each with Amitabh and Vivek in
national electronic media followed by a series of print media campaign directed
towards creating awareness to educate people about the holistic benefits of
ChyawanprashThe ads have been created by McCann Ericsson and the company
would be spending close to Rs 10 crore in promotional campaign this year The
ads would also be translated in Bengali These advertisements are supposed to
target the old and the younger generation respectively
Thecompany has launched a new ad with MS Dhoni who is leader of Indian
cricket team
8132019 Making by Th Harsh Pandit
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72
SWOT ANALYSIS OF DABUR
STRENGTHS
Strong presence in well defined
niches( like value added Hair Oil and
Ayurveda specialities)
Core knowledge of Ayurveda as
competitive advantage
Strong Brand Image
Product Development Strength
Strong Distribution Network
Extensive Supply Chain
IT Initiatives
R amp D ndash a key strength
WEAKNESS
Seasonal Demand( like
chyawanprash in winter and Vatika not
in winter)
Low Penetration(Chyawanprash)
High price(Vatika)
Limited differentiation (Vatika)
Unbranded players account for
the 23rd of the total market(Vatika)
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7394
73
OPPORTUNITIES
Untapped
Market(Chyawanprash)
Market Development
Export opportunities
Innovation
Increasing income level of the
middle class Creating additional consumption
pattern
THREATS
Existing Competition( like
Himani baidyanath and Zandu for
Dabur Chyawanprash and MaricoKeo
Karpin HLL and Bajaj for Vatika Hair Oil)
New Entrants
Threat from substitutes (like
Bryllcream for Vatika hair oil)
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7494
74
OBJECTIVE OF THE STUDY
The major objective of the survey is to collect the data from outlets in the
specified areas where cold drinks are to be sold
To make an assessment of availability of several brands of dabur in
different packs and size in the specified areas
To make an assessment of market presence program of the dabur
8132019 Making by Th Harsh Pandit
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75
Research Methodology
Data collection
Sample unit
1) working people (including men amp women) amp housewife
2) college students
3) school students
4) senior citizens
5) Retailer
Sample size
1 working people amp housewife 30
2 college students 25
3 school students 20
4 senior citizens 15
5 Retailer 10
Sampling techniques
Judgmental sampling techniques used
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7694
76
Sampling region
Sampling region will be DELHI in rural area
Data collection method
1 Primary data It will be collected with the help of a self administered
questionnaire
2 Secondary data it will be collected with the help of books research
papers magazines news papers journals internet etc
3
Research instruments
Questionnaire design
As the questionnaire is self administrated one the survey will be simple and user
friendly Words used in questionnaire will be readily understandable to all
respondent Also technical jargons will be avoided to ensure that there is no
confusion for respondents
Data Analysis - Data analysis will be done with the help of MS Excel and SPSS
Software
8132019 Making by Th Harsh Pandit
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77
DATA ANALYSIS
DABUR CHYAWANPRASH
1 AWARNESS LEVEL
I
NTERPRETATION-
According to serveyAll person are know the dabur100 person of dabur65
person kmow the Baidyanathamp Dabur 40 people of HimaniBaidyanath and
Dabur 60 person of ZanduHimaniBaidyanath and Dabur
8132019 Making by Th Harsh Pandit
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78
2 PREFERRED BRAND
INTERPRETATION-
According to servey60 person are preferred dabur product 15 person are
preferred Baidynath product 15 person are preferred Himani product 10 person
are preferred Zandu
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79
3SATISFACTION LEVEL
INTERPRETATION-
According to servey100 satisfaction level of dabur product 80 satisfaction level
of Baidynath product 80 satisfaction level of Himani product
60 satisfaction level of Zandu product
8132019 Making by Th Harsh Pandit
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80
4 REASONS FOR SELECTING A PARTICULAR BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8194
81
5HOW DID YOU COME TO KNOW ABOUT THIS BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8294
82
6 PREFERRED PACK SIZE
INTERPRETATION-
According to servey50 person are preferred 500gm product 30 person are
preferred 1kg product 20 person are preferred 250gm product
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8394
83
8 REASON TO SELECT PREFERRED PACK SIZE
INTERPRETATION-
According to servey20 person are select product of itrsquos availability pack size
40 person are select product of itrsquos price pack size 25 person are select
product of itrsquos family pack size 15 person are select product of itrsquos storage
pack size
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8494
84
9 FREQUENCY OF
PURCHASE
INTERPRETATION-
According to servey30 People are purchase product after one month 55
People are purchase product after two months 15 People are purchase
product after six months
8132019 Making by Th Harsh Pandit
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85
COMPETITOR ANALYSIS
The key competitorrsquos of Dabur in the Chyawanprash segment are Baidyanath
Zandu and Himani which together with Dabur have about 85 of Indias domestic
market
Dabur is Indias largest Ayurvedic medicine supplier and the fourth largest
producer of FMCG It was established in 1884 and had grown to a business level
in 2003 of about 650 million dollars per year though only a fraction of that is
involved with Ayurvedic medicine Dabur Chyawanprash (herbal honey) has a
market share of 61We have tried to analyse the competition for Dabur in the
Chyawanprash segment as follows
8132019 Making by Th Harsh Pandit
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8132019 Making by Th Harsh Pandit
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87
The Himani Group
It founded in 1974 provides a diverse range of products doing 110 million dollars
of business annually though only a portion is involved with Ayurvedic products
through its Himani line the company is mainly involved with toiletries and
cosmetics but also provides Chyawanprash and other health productsIts market
share is 12
8132019 Making by Th Harsh Pandit
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88
CONCLUSIONS
The Chyawanprash Industry is yet to capture the beverage market in full swing Packed Chyawanprash
followed by Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts the market The consumerrsquos patriotic love for tea and coffee is unfared
Chyawanprash are yet to establish their supplement use in the average household here in lies the great
opportunities Within the market it is safe to conclude that dabur has hit off ratherwell with the
masses
dabur has clearly lost it head start advantage and thereby acquiring just 35 of the market share while
others enjoys rest of the market share This could be well attributed to dabor successful ATA
(Availability Taste and Affordability) marketing module the attributes most rated by the consumersLack of publicity has hampered the growth progress of the brand so aggressive advertising is needed to
promote Chyawanprash and vatika hair oil brand
The brands such as that of Chyawanprash by vednath Chyawanprash with its lsquosonacahndi lsquoMinute-
madersquo and also US food giantssDel Monte are ready to hit the Chyawanprash market very soon
As the strategies of the companies keeps on changing be it in Chyawanprash industry a company has
to create perceptions and cover them into realities It is an expensive proposition requiring huge
expenditure on advertising sponsorships and media Thus the ideal company will be the one which
combines the high end technology with consumer insight
As 16 of the excise duty is exempted on food products in this budget Many food companies including
Dabur got benefited from it On the analysis of survey it was found that target Market of Chyawanprash
want quality benefit rather then Price benefit so it is better to stress on quality rather than on
decreasing price to increase sales and profit
To increase market share Dabur should give slight price benefit on Dabur brand so that customers of
other Juice brand should switch from other brand to Dabur brand
8132019 Making by Th Harsh Pandit
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89
Findings
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey100 satisfaction level of dabur product 80 satisfaction level of
Baidynath product 80 satisfaction level of Himani product 60 satisfaction level of
Zandu product
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis According to servey50 person are preferred 500gm
product 30 person are preferred 1kg product 20 person are preferred 250gm
product
According to servey20 person are select product of itrsquos availability pack size 40
person are select product of itrsquos price pack size 25 person are select product of itrsquos
family pack size 15 person are select product of itrsquos storage pack size
According to servey30 People are purchase product after one month 55 People are
purchase product after two months 15 People are purchase product after six months
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9094
90
LIMITATIONS
No study is free from limitations The limitations of this study can be
Sample size taken is small and may not be sufficient to predict theresults with 100 accuracy
The result is based on primary and secondary data that has itrsquos own limitations
The study only covers the area of Delhi that may not beapplicable to other areas
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9194
91
RECOMMENDATIONS
Focus on growing core brands across categories
Reaching out to new geographies within Hapur area
Improve operational efficiencies by leveraging technology
Be the preferred company to meet the health and personal grooming needs of
our target consumers with safe efficacious natural solutions by synthesizing the
deep knowledge of ayurveda and herbs with modern science
Provide consumers with innovative products within easy reach
Vatika hair care centre On the lines of Maricorsquos Kaya Skin Clinic Dabur
could start a venture called Vatika hair care centre which would provide total hair
care solutions It could have hair care experts to solve hair problemsServices could
include dandruff treatment straightening of hair treatment for split endsetc
Position Dabur Chyawanprash as not more of a medicine but as something
which is necessary for health
More initiatives like ldquo Dabur ki Deewarrdquo to increase brand visibility It is an
initiative to occupy shelf space
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9294
92
BIBLIOGRAPHY
Books
Marketing Management Twelfth Edition ndash Philip Kotler amp Kevin Lane Keller
Websites
wwwgooglecom
wwwdaburcom
wwwtutor2unet
wwwbrandchannelcom
The time of india
Forbs magazing
Hinustan time
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9394
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9494
YES NO
7Which pack size do you prefer
YES NO
8On what parameters do you choose this pack size
YES NO
9 how do u increase the company position
YES NO
10 how you increase your company position in market agains other company
YES NO
![Page 63: Making by Th Harsh Pandit](https://reader033.vdocuments.mx/reader033/viewer/2022052406/577cd3191a28ab9e7896af7d/html5/thumbnails/63.jpg)
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 6394
63
TARGETING
Traditionally chyawanprash was supposed to be a health supplement for the
aged and kids Dabur Chyawanprash (DCP) is now targeting adults housewives
youth and kids This it is trying to achieve through its promotion activities by
making Amitabh Bacchan and Vivek Oberoi do the endorsement act Amitabh
has been projected as a user of Chyawanprash attempting to establish the
relevance of DCP amongst the adults in todayrsquos demanding lifestyle Vivek who
represents an urban ambitious non-user with a mindset that Chyawanprash is not
for him meets his moment of truth when outperformed by a young
Chyawanprash user thus reaching out to kids His final conversion from a non-
user to a Chyawanprash user connects with the Youth These two ads compliment
each other and connect very well with the targeted consumers
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 6494
64
POSITIONING
Andar se strongrdquo Dabur chyawanprash has the tag line Andar se strongrdquo By
using a natural language instead of scientific language it is able to connect with
the consumers and is able to achieve a better positioning in the minds of the
Indian health conscious consumer A category like Chyawanprash for instance
needs to understand that in employing the category language it loses any chance
of expressing its own benefit distinctively
Holistic Health benefit of Ayurveda Dabur Chyawanprash helps in stimulating
immune system relieving stress improving stamina fighting aging through anti-
oxidant property improving lung function fighting respiratory infections amp
building resistance to disease The brand conveys this health conscious holistic
view of the product
Brand Trust Over 100 years of Daburrsquos experience in Ayurveda ensures selection
processing and quality control of right herbs along with scientific and clinical
studies ndash makes DCP a trustworthy offering for consumers Consumers view DCP
as a product by a trusted brand and therefore do not need to think twice beforemaking a purchasing decisio
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 6594
65
MARKETING MIX OF DABUR CHYAWANPRASH
Dabur Chyawanprash is the market leader in the chyawanprash segment and has
achieved this with its innovative product offering pricing strategy easy
availability and promotion campaigns In the marketing mix of Dabur we shall be
discussing the 4 Ps of marketing mix with respect to Dabur Chyawanprash The
mix shall be analyzed as followed
Product
Price
Place
Promotion
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 6694
66
Product Price Promotion Place
bull Product
Variety
bull Quality
bull Design
bull Features
bull Brand
Names
bull Services
bull List Price
bull Discount
bull Financing
Schemes
bull Credit Terms
bull Advertising amp
Promotion
bull Public Relations
bull Sponsorships
bull Internet
Marketing
bull Channels
bull Location
bull Inventory
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 6794
67
PRODUCT
Dabur Chyawanprash is the leader in the Chyawanprash category
and enjoys a market share of 61 per cent In 50s Dabur pioneered the
concept of branded Chyawanprash and since has invested heavily in
product development clinical studies and consumer awareness The
product is essentially a health supplement
Known as the ldquoelixir of liferdquo Chyawanprash has (clinically) proven benefits in
maintaining smooth body functioning The principal ingredient Amla (Indian
Gooseberry) acts as an anti-oxidant and immuno-stimulant Dabur Chyawanprash
helps in stimulating immune system relieving stress improving stamina fighting
aging through anti-oxidant property improving lung function fighting respiratory
infections amp building resistance to disease It is these properties that make Dabur
Chyawanprash a preferred choice for its users
Ingredients of Dabur Chyawanprash
Vishwast Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts
Special Vishwast fortified with additional health beneficial herbs like
Keshar Akarkara etc
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 6894
68
Packaging
n
The figure above shows the evolution of the packaging of Dabur Chyawanprash
Dabur continuously innovates the package and branding of its chayawanprash It
launched Dabur Chyawanprash first in 1949 in a tin pack and it was the first
branded Chyawanprash in India Later Dabur came out with its new packet of
Chyawanprash with Amitabh Bachchan as their brand ambassador It also
received ldquoBrand Relaunch of the Year ldquoaward from IMA
Available in
Dabur Chyawanprash is available in three sizes to cater to the needs of different
types of people
1 One kilogram pack
2 500 gram pack
3 250 gram pack
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 6994
69
PRICE
The pricing of Dabur chyawanprash is very competitive Dabur chyawanprash uses
second degree price discrimination ie more the quantity lower the price
1kg Rs19500
500gms Rs11000
250gms Rs 6200
PRICEQUALITY MATRIX
Pricerarr
Quality
darr
High Middle Low
High
Luxury
Segment
Ideal For
Penetration
DABUR
CHYAWANPRASH
Premiere
Offering
Middle
Overpriced Average Real
Bargain
Low
Make The Sale
and Run
Unhappy
Customers
Cheap
Goods
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7094
70
PLACE
Dabur has a very wide distribution of its products through 16 million retail outlets
and 50 C amp F agents all over India who distribute products to the retailers Adistribution of C amp F agents and manufacturing locations is given below
Daburrsquos distribution network extends beyond India in the following countries as
well
Distribution Network
Central North amp South America
Australia
Asia
Middle East
North amp South Africa
East amp West Europe
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7194
71
PROMOTION
The main form of promotional activities of Dabur chyawanprash are concentrated
towards advertising and it has neglible sales promotional activities
Advertising
Nothing can happen without establishing the brandrsquos heritage emphasizing
technological prowess explaining benefits and building bonds with prospective
buyers Ads are necessary because the images are still mouldable and fluid and
the consumerrsquos sophistication level is low Dabur chyawanprash is advertised on
print media as well as on television
The company has launched two ads one each with Amitabh and Vivek in
national electronic media followed by a series of print media campaign directed
towards creating awareness to educate people about the holistic benefits of
ChyawanprashThe ads have been created by McCann Ericsson and the company
would be spending close to Rs 10 crore in promotional campaign this year The
ads would also be translated in Bengali These advertisements are supposed to
target the old and the younger generation respectively
Thecompany has launched a new ad with MS Dhoni who is leader of Indian
cricket team
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7294
72
SWOT ANALYSIS OF DABUR
STRENGTHS
Strong presence in well defined
niches( like value added Hair Oil and
Ayurveda specialities)
Core knowledge of Ayurveda as
competitive advantage
Strong Brand Image
Product Development Strength
Strong Distribution Network
Extensive Supply Chain
IT Initiatives
R amp D ndash a key strength
WEAKNESS
Seasonal Demand( like
chyawanprash in winter and Vatika not
in winter)
Low Penetration(Chyawanprash)
High price(Vatika)
Limited differentiation (Vatika)
Unbranded players account for
the 23rd of the total market(Vatika)
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7394
73
OPPORTUNITIES
Untapped
Market(Chyawanprash)
Market Development
Export opportunities
Innovation
Increasing income level of the
middle class Creating additional consumption
pattern
THREATS
Existing Competition( like
Himani baidyanath and Zandu for
Dabur Chyawanprash and MaricoKeo
Karpin HLL and Bajaj for Vatika Hair Oil)
New Entrants
Threat from substitutes (like
Bryllcream for Vatika hair oil)
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7494
74
OBJECTIVE OF THE STUDY
The major objective of the survey is to collect the data from outlets in the
specified areas where cold drinks are to be sold
To make an assessment of availability of several brands of dabur in
different packs and size in the specified areas
To make an assessment of market presence program of the dabur
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7594
75
Research Methodology
Data collection
Sample unit
1) working people (including men amp women) amp housewife
2) college students
3) school students
4) senior citizens
5) Retailer
Sample size
1 working people amp housewife 30
2 college students 25
3 school students 20
4 senior citizens 15
5 Retailer 10
Sampling techniques
Judgmental sampling techniques used
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7694
76
Sampling region
Sampling region will be DELHI in rural area
Data collection method
1 Primary data It will be collected with the help of a self administered
questionnaire
2 Secondary data it will be collected with the help of books research
papers magazines news papers journals internet etc
3
Research instruments
Questionnaire design
As the questionnaire is self administrated one the survey will be simple and user
friendly Words used in questionnaire will be readily understandable to all
respondent Also technical jargons will be avoided to ensure that there is no
confusion for respondents
Data Analysis - Data analysis will be done with the help of MS Excel and SPSS
Software
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7794
77
DATA ANALYSIS
DABUR CHYAWANPRASH
1 AWARNESS LEVEL
I
NTERPRETATION-
According to serveyAll person are know the dabur100 person of dabur65
person kmow the Baidyanathamp Dabur 40 people of HimaniBaidyanath and
Dabur 60 person of ZanduHimaniBaidyanath and Dabur
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7894
78
2 PREFERRED BRAND
INTERPRETATION-
According to servey60 person are preferred dabur product 15 person are
preferred Baidynath product 15 person are preferred Himani product 10 person
are preferred Zandu
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7994
79
3SATISFACTION LEVEL
INTERPRETATION-
According to servey100 satisfaction level of dabur product 80 satisfaction level
of Baidynath product 80 satisfaction level of Himani product
60 satisfaction level of Zandu product
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8094
80
4 REASONS FOR SELECTING A PARTICULAR BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8194
81
5HOW DID YOU COME TO KNOW ABOUT THIS BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8294
82
6 PREFERRED PACK SIZE
INTERPRETATION-
According to servey50 person are preferred 500gm product 30 person are
preferred 1kg product 20 person are preferred 250gm product
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8394
83
8 REASON TO SELECT PREFERRED PACK SIZE
INTERPRETATION-
According to servey20 person are select product of itrsquos availability pack size
40 person are select product of itrsquos price pack size 25 person are select
product of itrsquos family pack size 15 person are select product of itrsquos storage
pack size
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8494
84
9 FREQUENCY OF
PURCHASE
INTERPRETATION-
According to servey30 People are purchase product after one month 55
People are purchase product after two months 15 People are purchase
product after six months
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8594
85
COMPETITOR ANALYSIS
The key competitorrsquos of Dabur in the Chyawanprash segment are Baidyanath
Zandu and Himani which together with Dabur have about 85 of Indias domestic
market
Dabur is Indias largest Ayurvedic medicine supplier and the fourth largest
producer of FMCG It was established in 1884 and had grown to a business level
in 2003 of about 650 million dollars per year though only a fraction of that is
involved with Ayurvedic medicine Dabur Chyawanprash (herbal honey) has a
market share of 61We have tried to analyse the competition for Dabur in the
Chyawanprash segment as follows
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8694
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8794
87
The Himani Group
It founded in 1974 provides a diverse range of products doing 110 million dollars
of business annually though only a portion is involved with Ayurvedic products
through its Himani line the company is mainly involved with toiletries and
cosmetics but also provides Chyawanprash and other health productsIts market
share is 12
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8894
88
CONCLUSIONS
The Chyawanprash Industry is yet to capture the beverage market in full swing Packed Chyawanprash
followed by Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts the market The consumerrsquos patriotic love for tea and coffee is unfared
Chyawanprash are yet to establish their supplement use in the average household here in lies the great
opportunities Within the market it is safe to conclude that dabur has hit off ratherwell with the
masses
dabur has clearly lost it head start advantage and thereby acquiring just 35 of the market share while
others enjoys rest of the market share This could be well attributed to dabor successful ATA
(Availability Taste and Affordability) marketing module the attributes most rated by the consumersLack of publicity has hampered the growth progress of the brand so aggressive advertising is needed to
promote Chyawanprash and vatika hair oil brand
The brands such as that of Chyawanprash by vednath Chyawanprash with its lsquosonacahndi lsquoMinute-
madersquo and also US food giantssDel Monte are ready to hit the Chyawanprash market very soon
As the strategies of the companies keeps on changing be it in Chyawanprash industry a company has
to create perceptions and cover them into realities It is an expensive proposition requiring huge
expenditure on advertising sponsorships and media Thus the ideal company will be the one which
combines the high end technology with consumer insight
As 16 of the excise duty is exempted on food products in this budget Many food companies including
Dabur got benefited from it On the analysis of survey it was found that target Market of Chyawanprash
want quality benefit rather then Price benefit so it is better to stress on quality rather than on
decreasing price to increase sales and profit
To increase market share Dabur should give slight price benefit on Dabur brand so that customers of
other Juice brand should switch from other brand to Dabur brand
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8994
89
Findings
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey100 satisfaction level of dabur product 80 satisfaction level of
Baidynath product 80 satisfaction level of Himani product 60 satisfaction level of
Zandu product
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis According to servey50 person are preferred 500gm
product 30 person are preferred 1kg product 20 person are preferred 250gm
product
According to servey20 person are select product of itrsquos availability pack size 40
person are select product of itrsquos price pack size 25 person are select product of itrsquos
family pack size 15 person are select product of itrsquos storage pack size
According to servey30 People are purchase product after one month 55 People are
purchase product after two months 15 People are purchase product after six months
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9094
90
LIMITATIONS
No study is free from limitations The limitations of this study can be
Sample size taken is small and may not be sufficient to predict theresults with 100 accuracy
The result is based on primary and secondary data that has itrsquos own limitations
The study only covers the area of Delhi that may not beapplicable to other areas
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9194
91
RECOMMENDATIONS
Focus on growing core brands across categories
Reaching out to new geographies within Hapur area
Improve operational efficiencies by leveraging technology
Be the preferred company to meet the health and personal grooming needs of
our target consumers with safe efficacious natural solutions by synthesizing the
deep knowledge of ayurveda and herbs with modern science
Provide consumers with innovative products within easy reach
Vatika hair care centre On the lines of Maricorsquos Kaya Skin Clinic Dabur
could start a venture called Vatika hair care centre which would provide total hair
care solutions It could have hair care experts to solve hair problemsServices could
include dandruff treatment straightening of hair treatment for split endsetc
Position Dabur Chyawanprash as not more of a medicine but as something
which is necessary for health
More initiatives like ldquo Dabur ki Deewarrdquo to increase brand visibility It is an
initiative to occupy shelf space
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9294
92
BIBLIOGRAPHY
Books
Marketing Management Twelfth Edition ndash Philip Kotler amp Kevin Lane Keller
Websites
wwwgooglecom
wwwdaburcom
wwwtutor2unet
wwwbrandchannelcom
The time of india
Forbs magazing
Hinustan time
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9394
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9494
YES NO
7Which pack size do you prefer
YES NO
8On what parameters do you choose this pack size
YES NO
9 how do u increase the company position
YES NO
10 how you increase your company position in market agains other company
YES NO
![Page 64: Making by Th Harsh Pandit](https://reader033.vdocuments.mx/reader033/viewer/2022052406/577cd3191a28ab9e7896af7d/html5/thumbnails/64.jpg)
8132019 Making by Th Harsh Pandit
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64
POSITIONING
Andar se strongrdquo Dabur chyawanprash has the tag line Andar se strongrdquo By
using a natural language instead of scientific language it is able to connect with
the consumers and is able to achieve a better positioning in the minds of the
Indian health conscious consumer A category like Chyawanprash for instance
needs to understand that in employing the category language it loses any chance
of expressing its own benefit distinctively
Holistic Health benefit of Ayurveda Dabur Chyawanprash helps in stimulating
immune system relieving stress improving stamina fighting aging through anti-
oxidant property improving lung function fighting respiratory infections amp
building resistance to disease The brand conveys this health conscious holistic
view of the product
Brand Trust Over 100 years of Daburrsquos experience in Ayurveda ensures selection
processing and quality control of right herbs along with scientific and clinical
studies ndash makes DCP a trustworthy offering for consumers Consumers view DCP
as a product by a trusted brand and therefore do not need to think twice beforemaking a purchasing decisio
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 6594
65
MARKETING MIX OF DABUR CHYAWANPRASH
Dabur Chyawanprash is the market leader in the chyawanprash segment and has
achieved this with its innovative product offering pricing strategy easy
availability and promotion campaigns In the marketing mix of Dabur we shall be
discussing the 4 Ps of marketing mix with respect to Dabur Chyawanprash The
mix shall be analyzed as followed
Product
Price
Place
Promotion
8132019 Making by Th Harsh Pandit
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66
Product Price Promotion Place
bull Product
Variety
bull Quality
bull Design
bull Features
bull Brand
Names
bull Services
bull List Price
bull Discount
bull Financing
Schemes
bull Credit Terms
bull Advertising amp
Promotion
bull Public Relations
bull Sponsorships
bull Internet
Marketing
bull Channels
bull Location
bull Inventory
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 6794
67
PRODUCT
Dabur Chyawanprash is the leader in the Chyawanprash category
and enjoys a market share of 61 per cent In 50s Dabur pioneered the
concept of branded Chyawanprash and since has invested heavily in
product development clinical studies and consumer awareness The
product is essentially a health supplement
Known as the ldquoelixir of liferdquo Chyawanprash has (clinically) proven benefits in
maintaining smooth body functioning The principal ingredient Amla (Indian
Gooseberry) acts as an anti-oxidant and immuno-stimulant Dabur Chyawanprash
helps in stimulating immune system relieving stress improving stamina fighting
aging through anti-oxidant property improving lung function fighting respiratory
infections amp building resistance to disease It is these properties that make Dabur
Chyawanprash a preferred choice for its users
Ingredients of Dabur Chyawanprash
Vishwast Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts
Special Vishwast fortified with additional health beneficial herbs like
Keshar Akarkara etc
8132019 Making by Th Harsh Pandit
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68
Packaging
n
The figure above shows the evolution of the packaging of Dabur Chyawanprash
Dabur continuously innovates the package and branding of its chayawanprash It
launched Dabur Chyawanprash first in 1949 in a tin pack and it was the first
branded Chyawanprash in India Later Dabur came out with its new packet of
Chyawanprash with Amitabh Bachchan as their brand ambassador It also
received ldquoBrand Relaunch of the Year ldquoaward from IMA
Available in
Dabur Chyawanprash is available in three sizes to cater to the needs of different
types of people
1 One kilogram pack
2 500 gram pack
3 250 gram pack
8132019 Making by Th Harsh Pandit
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69
PRICE
The pricing of Dabur chyawanprash is very competitive Dabur chyawanprash uses
second degree price discrimination ie more the quantity lower the price
1kg Rs19500
500gms Rs11000
250gms Rs 6200
PRICEQUALITY MATRIX
Pricerarr
Quality
darr
High Middle Low
High
Luxury
Segment
Ideal For
Penetration
DABUR
CHYAWANPRASH
Premiere
Offering
Middle
Overpriced Average Real
Bargain
Low
Make The Sale
and Run
Unhappy
Customers
Cheap
Goods
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7094
70
PLACE
Dabur has a very wide distribution of its products through 16 million retail outlets
and 50 C amp F agents all over India who distribute products to the retailers Adistribution of C amp F agents and manufacturing locations is given below
Daburrsquos distribution network extends beyond India in the following countries as
well
Distribution Network
Central North amp South America
Australia
Asia
Middle East
North amp South Africa
East amp West Europe
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7194
71
PROMOTION
The main form of promotional activities of Dabur chyawanprash are concentrated
towards advertising and it has neglible sales promotional activities
Advertising
Nothing can happen without establishing the brandrsquos heritage emphasizing
technological prowess explaining benefits and building bonds with prospective
buyers Ads are necessary because the images are still mouldable and fluid and
the consumerrsquos sophistication level is low Dabur chyawanprash is advertised on
print media as well as on television
The company has launched two ads one each with Amitabh and Vivek in
national electronic media followed by a series of print media campaign directed
towards creating awareness to educate people about the holistic benefits of
ChyawanprashThe ads have been created by McCann Ericsson and the company
would be spending close to Rs 10 crore in promotional campaign this year The
ads would also be translated in Bengali These advertisements are supposed to
target the old and the younger generation respectively
Thecompany has launched a new ad with MS Dhoni who is leader of Indian
cricket team
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7294
72
SWOT ANALYSIS OF DABUR
STRENGTHS
Strong presence in well defined
niches( like value added Hair Oil and
Ayurveda specialities)
Core knowledge of Ayurveda as
competitive advantage
Strong Brand Image
Product Development Strength
Strong Distribution Network
Extensive Supply Chain
IT Initiatives
R amp D ndash a key strength
WEAKNESS
Seasonal Demand( like
chyawanprash in winter and Vatika not
in winter)
Low Penetration(Chyawanprash)
High price(Vatika)
Limited differentiation (Vatika)
Unbranded players account for
the 23rd of the total market(Vatika)
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7394
73
OPPORTUNITIES
Untapped
Market(Chyawanprash)
Market Development
Export opportunities
Innovation
Increasing income level of the
middle class Creating additional consumption
pattern
THREATS
Existing Competition( like
Himani baidyanath and Zandu for
Dabur Chyawanprash and MaricoKeo
Karpin HLL and Bajaj for Vatika Hair Oil)
New Entrants
Threat from substitutes (like
Bryllcream for Vatika hair oil)
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7494
74
OBJECTIVE OF THE STUDY
The major objective of the survey is to collect the data from outlets in the
specified areas where cold drinks are to be sold
To make an assessment of availability of several brands of dabur in
different packs and size in the specified areas
To make an assessment of market presence program of the dabur
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7594
75
Research Methodology
Data collection
Sample unit
1) working people (including men amp women) amp housewife
2) college students
3) school students
4) senior citizens
5) Retailer
Sample size
1 working people amp housewife 30
2 college students 25
3 school students 20
4 senior citizens 15
5 Retailer 10
Sampling techniques
Judgmental sampling techniques used
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7694
76
Sampling region
Sampling region will be DELHI in rural area
Data collection method
1 Primary data It will be collected with the help of a self administered
questionnaire
2 Secondary data it will be collected with the help of books research
papers magazines news papers journals internet etc
3
Research instruments
Questionnaire design
As the questionnaire is self administrated one the survey will be simple and user
friendly Words used in questionnaire will be readily understandable to all
respondent Also technical jargons will be avoided to ensure that there is no
confusion for respondents
Data Analysis - Data analysis will be done with the help of MS Excel and SPSS
Software
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7794
77
DATA ANALYSIS
DABUR CHYAWANPRASH
1 AWARNESS LEVEL
I
NTERPRETATION-
According to serveyAll person are know the dabur100 person of dabur65
person kmow the Baidyanathamp Dabur 40 people of HimaniBaidyanath and
Dabur 60 person of ZanduHimaniBaidyanath and Dabur
8132019 Making by Th Harsh Pandit
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78
2 PREFERRED BRAND
INTERPRETATION-
According to servey60 person are preferred dabur product 15 person are
preferred Baidynath product 15 person are preferred Himani product 10 person
are preferred Zandu
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7994
79
3SATISFACTION LEVEL
INTERPRETATION-
According to servey100 satisfaction level of dabur product 80 satisfaction level
of Baidynath product 80 satisfaction level of Himani product
60 satisfaction level of Zandu product
8132019 Making by Th Harsh Pandit
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80
4 REASONS FOR SELECTING A PARTICULAR BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8194
81
5HOW DID YOU COME TO KNOW ABOUT THIS BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8294
82
6 PREFERRED PACK SIZE
INTERPRETATION-
According to servey50 person are preferred 500gm product 30 person are
preferred 1kg product 20 person are preferred 250gm product
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8394
83
8 REASON TO SELECT PREFERRED PACK SIZE
INTERPRETATION-
According to servey20 person are select product of itrsquos availability pack size
40 person are select product of itrsquos price pack size 25 person are select
product of itrsquos family pack size 15 person are select product of itrsquos storage
pack size
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8494
84
9 FREQUENCY OF
PURCHASE
INTERPRETATION-
According to servey30 People are purchase product after one month 55
People are purchase product after two months 15 People are purchase
product after six months
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8594
85
COMPETITOR ANALYSIS
The key competitorrsquos of Dabur in the Chyawanprash segment are Baidyanath
Zandu and Himani which together with Dabur have about 85 of Indias domestic
market
Dabur is Indias largest Ayurvedic medicine supplier and the fourth largest
producer of FMCG It was established in 1884 and had grown to a business level
in 2003 of about 650 million dollars per year though only a fraction of that is
involved with Ayurvedic medicine Dabur Chyawanprash (herbal honey) has a
market share of 61We have tried to analyse the competition for Dabur in the
Chyawanprash segment as follows
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8694
8132019 Making by Th Harsh Pandit
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87
The Himani Group
It founded in 1974 provides a diverse range of products doing 110 million dollars
of business annually though only a portion is involved with Ayurvedic products
through its Himani line the company is mainly involved with toiletries and
cosmetics but also provides Chyawanprash and other health productsIts market
share is 12
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8894
88
CONCLUSIONS
The Chyawanprash Industry is yet to capture the beverage market in full swing Packed Chyawanprash
followed by Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts the market The consumerrsquos patriotic love for tea and coffee is unfared
Chyawanprash are yet to establish their supplement use in the average household here in lies the great
opportunities Within the market it is safe to conclude that dabur has hit off ratherwell with the
masses
dabur has clearly lost it head start advantage and thereby acquiring just 35 of the market share while
others enjoys rest of the market share This could be well attributed to dabor successful ATA
(Availability Taste and Affordability) marketing module the attributes most rated by the consumersLack of publicity has hampered the growth progress of the brand so aggressive advertising is needed to
promote Chyawanprash and vatika hair oil brand
The brands such as that of Chyawanprash by vednath Chyawanprash with its lsquosonacahndi lsquoMinute-
madersquo and also US food giantssDel Monte are ready to hit the Chyawanprash market very soon
As the strategies of the companies keeps on changing be it in Chyawanprash industry a company has
to create perceptions and cover them into realities It is an expensive proposition requiring huge
expenditure on advertising sponsorships and media Thus the ideal company will be the one which
combines the high end technology with consumer insight
As 16 of the excise duty is exempted on food products in this budget Many food companies including
Dabur got benefited from it On the analysis of survey it was found that target Market of Chyawanprash
want quality benefit rather then Price benefit so it is better to stress on quality rather than on
decreasing price to increase sales and profit
To increase market share Dabur should give slight price benefit on Dabur brand so that customers of
other Juice brand should switch from other brand to Dabur brand
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8994
89
Findings
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey100 satisfaction level of dabur product 80 satisfaction level of
Baidynath product 80 satisfaction level of Himani product 60 satisfaction level of
Zandu product
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis According to servey50 person are preferred 500gm
product 30 person are preferred 1kg product 20 person are preferred 250gm
product
According to servey20 person are select product of itrsquos availability pack size 40
person are select product of itrsquos price pack size 25 person are select product of itrsquos
family pack size 15 person are select product of itrsquos storage pack size
According to servey30 People are purchase product after one month 55 People are
purchase product after two months 15 People are purchase product after six months
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9094
90
LIMITATIONS
No study is free from limitations The limitations of this study can be
Sample size taken is small and may not be sufficient to predict theresults with 100 accuracy
The result is based on primary and secondary data that has itrsquos own limitations
The study only covers the area of Delhi that may not beapplicable to other areas
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9194
91
RECOMMENDATIONS
Focus on growing core brands across categories
Reaching out to new geographies within Hapur area
Improve operational efficiencies by leveraging technology
Be the preferred company to meet the health and personal grooming needs of
our target consumers with safe efficacious natural solutions by synthesizing the
deep knowledge of ayurveda and herbs with modern science
Provide consumers with innovative products within easy reach
Vatika hair care centre On the lines of Maricorsquos Kaya Skin Clinic Dabur
could start a venture called Vatika hair care centre which would provide total hair
care solutions It could have hair care experts to solve hair problemsServices could
include dandruff treatment straightening of hair treatment for split endsetc
Position Dabur Chyawanprash as not more of a medicine but as something
which is necessary for health
More initiatives like ldquo Dabur ki Deewarrdquo to increase brand visibility It is an
initiative to occupy shelf space
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9294
92
BIBLIOGRAPHY
Books
Marketing Management Twelfth Edition ndash Philip Kotler amp Kevin Lane Keller
Websites
wwwgooglecom
wwwdaburcom
wwwtutor2unet
wwwbrandchannelcom
The time of india
Forbs magazing
Hinustan time
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9394
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9494
YES NO
7Which pack size do you prefer
YES NO
8On what parameters do you choose this pack size
YES NO
9 how do u increase the company position
YES NO
10 how you increase your company position in market agains other company
YES NO
![Page 65: Making by Th Harsh Pandit](https://reader033.vdocuments.mx/reader033/viewer/2022052406/577cd3191a28ab9e7896af7d/html5/thumbnails/65.jpg)
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 6594
65
MARKETING MIX OF DABUR CHYAWANPRASH
Dabur Chyawanprash is the market leader in the chyawanprash segment and has
achieved this with its innovative product offering pricing strategy easy
availability and promotion campaigns In the marketing mix of Dabur we shall be
discussing the 4 Ps of marketing mix with respect to Dabur Chyawanprash The
mix shall be analyzed as followed
Product
Price
Place
Promotion
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 6694
66
Product Price Promotion Place
bull Product
Variety
bull Quality
bull Design
bull Features
bull Brand
Names
bull Services
bull List Price
bull Discount
bull Financing
Schemes
bull Credit Terms
bull Advertising amp
Promotion
bull Public Relations
bull Sponsorships
bull Internet
Marketing
bull Channels
bull Location
bull Inventory
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 6794
67
PRODUCT
Dabur Chyawanprash is the leader in the Chyawanprash category
and enjoys a market share of 61 per cent In 50s Dabur pioneered the
concept of branded Chyawanprash and since has invested heavily in
product development clinical studies and consumer awareness The
product is essentially a health supplement
Known as the ldquoelixir of liferdquo Chyawanprash has (clinically) proven benefits in
maintaining smooth body functioning The principal ingredient Amla (Indian
Gooseberry) acts as an anti-oxidant and immuno-stimulant Dabur Chyawanprash
helps in stimulating immune system relieving stress improving stamina fighting
aging through anti-oxidant property improving lung function fighting respiratory
infections amp building resistance to disease It is these properties that make Dabur
Chyawanprash a preferred choice for its users
Ingredients of Dabur Chyawanprash
Vishwast Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts
Special Vishwast fortified with additional health beneficial herbs like
Keshar Akarkara etc
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 6894
68
Packaging
n
The figure above shows the evolution of the packaging of Dabur Chyawanprash
Dabur continuously innovates the package and branding of its chayawanprash It
launched Dabur Chyawanprash first in 1949 in a tin pack and it was the first
branded Chyawanprash in India Later Dabur came out with its new packet of
Chyawanprash with Amitabh Bachchan as their brand ambassador It also
received ldquoBrand Relaunch of the Year ldquoaward from IMA
Available in
Dabur Chyawanprash is available in three sizes to cater to the needs of different
types of people
1 One kilogram pack
2 500 gram pack
3 250 gram pack
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 6994
69
PRICE
The pricing of Dabur chyawanprash is very competitive Dabur chyawanprash uses
second degree price discrimination ie more the quantity lower the price
1kg Rs19500
500gms Rs11000
250gms Rs 6200
PRICEQUALITY MATRIX
Pricerarr
Quality
darr
High Middle Low
High
Luxury
Segment
Ideal For
Penetration
DABUR
CHYAWANPRASH
Premiere
Offering
Middle
Overpriced Average Real
Bargain
Low
Make The Sale
and Run
Unhappy
Customers
Cheap
Goods
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7094
70
PLACE
Dabur has a very wide distribution of its products through 16 million retail outlets
and 50 C amp F agents all over India who distribute products to the retailers Adistribution of C amp F agents and manufacturing locations is given below
Daburrsquos distribution network extends beyond India in the following countries as
well
Distribution Network
Central North amp South America
Australia
Asia
Middle East
North amp South Africa
East amp West Europe
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7194
71
PROMOTION
The main form of promotional activities of Dabur chyawanprash are concentrated
towards advertising and it has neglible sales promotional activities
Advertising
Nothing can happen without establishing the brandrsquos heritage emphasizing
technological prowess explaining benefits and building bonds with prospective
buyers Ads are necessary because the images are still mouldable and fluid and
the consumerrsquos sophistication level is low Dabur chyawanprash is advertised on
print media as well as on television
The company has launched two ads one each with Amitabh and Vivek in
national electronic media followed by a series of print media campaign directed
towards creating awareness to educate people about the holistic benefits of
ChyawanprashThe ads have been created by McCann Ericsson and the company
would be spending close to Rs 10 crore in promotional campaign this year The
ads would also be translated in Bengali These advertisements are supposed to
target the old and the younger generation respectively
Thecompany has launched a new ad with MS Dhoni who is leader of Indian
cricket team
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7294
72
SWOT ANALYSIS OF DABUR
STRENGTHS
Strong presence in well defined
niches( like value added Hair Oil and
Ayurveda specialities)
Core knowledge of Ayurveda as
competitive advantage
Strong Brand Image
Product Development Strength
Strong Distribution Network
Extensive Supply Chain
IT Initiatives
R amp D ndash a key strength
WEAKNESS
Seasonal Demand( like
chyawanprash in winter and Vatika not
in winter)
Low Penetration(Chyawanprash)
High price(Vatika)
Limited differentiation (Vatika)
Unbranded players account for
the 23rd of the total market(Vatika)
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7394
73
OPPORTUNITIES
Untapped
Market(Chyawanprash)
Market Development
Export opportunities
Innovation
Increasing income level of the
middle class Creating additional consumption
pattern
THREATS
Existing Competition( like
Himani baidyanath and Zandu for
Dabur Chyawanprash and MaricoKeo
Karpin HLL and Bajaj for Vatika Hair Oil)
New Entrants
Threat from substitutes (like
Bryllcream for Vatika hair oil)
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7494
74
OBJECTIVE OF THE STUDY
The major objective of the survey is to collect the data from outlets in the
specified areas where cold drinks are to be sold
To make an assessment of availability of several brands of dabur in
different packs and size in the specified areas
To make an assessment of market presence program of the dabur
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7594
75
Research Methodology
Data collection
Sample unit
1) working people (including men amp women) amp housewife
2) college students
3) school students
4) senior citizens
5) Retailer
Sample size
1 working people amp housewife 30
2 college students 25
3 school students 20
4 senior citizens 15
5 Retailer 10
Sampling techniques
Judgmental sampling techniques used
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7694
76
Sampling region
Sampling region will be DELHI in rural area
Data collection method
1 Primary data It will be collected with the help of a self administered
questionnaire
2 Secondary data it will be collected with the help of books research
papers magazines news papers journals internet etc
3
Research instruments
Questionnaire design
As the questionnaire is self administrated one the survey will be simple and user
friendly Words used in questionnaire will be readily understandable to all
respondent Also technical jargons will be avoided to ensure that there is no
confusion for respondents
Data Analysis - Data analysis will be done with the help of MS Excel and SPSS
Software
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7794
77
DATA ANALYSIS
DABUR CHYAWANPRASH
1 AWARNESS LEVEL
I
NTERPRETATION-
According to serveyAll person are know the dabur100 person of dabur65
person kmow the Baidyanathamp Dabur 40 people of HimaniBaidyanath and
Dabur 60 person of ZanduHimaniBaidyanath and Dabur
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7894
78
2 PREFERRED BRAND
INTERPRETATION-
According to servey60 person are preferred dabur product 15 person are
preferred Baidynath product 15 person are preferred Himani product 10 person
are preferred Zandu
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7994
79
3SATISFACTION LEVEL
INTERPRETATION-
According to servey100 satisfaction level of dabur product 80 satisfaction level
of Baidynath product 80 satisfaction level of Himani product
60 satisfaction level of Zandu product
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8094
80
4 REASONS FOR SELECTING A PARTICULAR BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8194
81
5HOW DID YOU COME TO KNOW ABOUT THIS BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8294
82
6 PREFERRED PACK SIZE
INTERPRETATION-
According to servey50 person are preferred 500gm product 30 person are
preferred 1kg product 20 person are preferred 250gm product
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8394
83
8 REASON TO SELECT PREFERRED PACK SIZE
INTERPRETATION-
According to servey20 person are select product of itrsquos availability pack size
40 person are select product of itrsquos price pack size 25 person are select
product of itrsquos family pack size 15 person are select product of itrsquos storage
pack size
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8494
84
9 FREQUENCY OF
PURCHASE
INTERPRETATION-
According to servey30 People are purchase product after one month 55
People are purchase product after two months 15 People are purchase
product after six months
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8594
85
COMPETITOR ANALYSIS
The key competitorrsquos of Dabur in the Chyawanprash segment are Baidyanath
Zandu and Himani which together with Dabur have about 85 of Indias domestic
market
Dabur is Indias largest Ayurvedic medicine supplier and the fourth largest
producer of FMCG It was established in 1884 and had grown to a business level
in 2003 of about 650 million dollars per year though only a fraction of that is
involved with Ayurvedic medicine Dabur Chyawanprash (herbal honey) has a
market share of 61We have tried to analyse the competition for Dabur in the
Chyawanprash segment as follows
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8694
8132019 Making by Th Harsh Pandit
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87
The Himani Group
It founded in 1974 provides a diverse range of products doing 110 million dollars
of business annually though only a portion is involved with Ayurvedic products
through its Himani line the company is mainly involved with toiletries and
cosmetics but also provides Chyawanprash and other health productsIts market
share is 12
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8894
88
CONCLUSIONS
The Chyawanprash Industry is yet to capture the beverage market in full swing Packed Chyawanprash
followed by Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts the market The consumerrsquos patriotic love for tea and coffee is unfared
Chyawanprash are yet to establish their supplement use in the average household here in lies the great
opportunities Within the market it is safe to conclude that dabur has hit off ratherwell with the
masses
dabur has clearly lost it head start advantage and thereby acquiring just 35 of the market share while
others enjoys rest of the market share This could be well attributed to dabor successful ATA
(Availability Taste and Affordability) marketing module the attributes most rated by the consumersLack of publicity has hampered the growth progress of the brand so aggressive advertising is needed to
promote Chyawanprash and vatika hair oil brand
The brands such as that of Chyawanprash by vednath Chyawanprash with its lsquosonacahndi lsquoMinute-
madersquo and also US food giantssDel Monte are ready to hit the Chyawanprash market very soon
As the strategies of the companies keeps on changing be it in Chyawanprash industry a company has
to create perceptions and cover them into realities It is an expensive proposition requiring huge
expenditure on advertising sponsorships and media Thus the ideal company will be the one which
combines the high end technology with consumer insight
As 16 of the excise duty is exempted on food products in this budget Many food companies including
Dabur got benefited from it On the analysis of survey it was found that target Market of Chyawanprash
want quality benefit rather then Price benefit so it is better to stress on quality rather than on
decreasing price to increase sales and profit
To increase market share Dabur should give slight price benefit on Dabur brand so that customers of
other Juice brand should switch from other brand to Dabur brand
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8994
89
Findings
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey100 satisfaction level of dabur product 80 satisfaction level of
Baidynath product 80 satisfaction level of Himani product 60 satisfaction level of
Zandu product
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis According to servey50 person are preferred 500gm
product 30 person are preferred 1kg product 20 person are preferred 250gm
product
According to servey20 person are select product of itrsquos availability pack size 40
person are select product of itrsquos price pack size 25 person are select product of itrsquos
family pack size 15 person are select product of itrsquos storage pack size
According to servey30 People are purchase product after one month 55 People are
purchase product after two months 15 People are purchase product after six months
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9094
90
LIMITATIONS
No study is free from limitations The limitations of this study can be
Sample size taken is small and may not be sufficient to predict theresults with 100 accuracy
The result is based on primary and secondary data that has itrsquos own limitations
The study only covers the area of Delhi that may not beapplicable to other areas
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9194
91
RECOMMENDATIONS
Focus on growing core brands across categories
Reaching out to new geographies within Hapur area
Improve operational efficiencies by leveraging technology
Be the preferred company to meet the health and personal grooming needs of
our target consumers with safe efficacious natural solutions by synthesizing the
deep knowledge of ayurveda and herbs with modern science
Provide consumers with innovative products within easy reach
Vatika hair care centre On the lines of Maricorsquos Kaya Skin Clinic Dabur
could start a venture called Vatika hair care centre which would provide total hair
care solutions It could have hair care experts to solve hair problemsServices could
include dandruff treatment straightening of hair treatment for split endsetc
Position Dabur Chyawanprash as not more of a medicine but as something
which is necessary for health
More initiatives like ldquo Dabur ki Deewarrdquo to increase brand visibility It is an
initiative to occupy shelf space
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9294
92
BIBLIOGRAPHY
Books
Marketing Management Twelfth Edition ndash Philip Kotler amp Kevin Lane Keller
Websites
wwwgooglecom
wwwdaburcom
wwwtutor2unet
wwwbrandchannelcom
The time of india
Forbs magazing
Hinustan time
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9394
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9494
YES NO
7Which pack size do you prefer
YES NO
8On what parameters do you choose this pack size
YES NO
9 how do u increase the company position
YES NO
10 how you increase your company position in market agains other company
YES NO
![Page 66: Making by Th Harsh Pandit](https://reader033.vdocuments.mx/reader033/viewer/2022052406/577cd3191a28ab9e7896af7d/html5/thumbnails/66.jpg)
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 6694
66
Product Price Promotion Place
bull Product
Variety
bull Quality
bull Design
bull Features
bull Brand
Names
bull Services
bull List Price
bull Discount
bull Financing
Schemes
bull Credit Terms
bull Advertising amp
Promotion
bull Public Relations
bull Sponsorships
bull Internet
Marketing
bull Channels
bull Location
bull Inventory
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 6794
67
PRODUCT
Dabur Chyawanprash is the leader in the Chyawanprash category
and enjoys a market share of 61 per cent In 50s Dabur pioneered the
concept of branded Chyawanprash and since has invested heavily in
product development clinical studies and consumer awareness The
product is essentially a health supplement
Known as the ldquoelixir of liferdquo Chyawanprash has (clinically) proven benefits in
maintaining smooth body functioning The principal ingredient Amla (Indian
Gooseberry) acts as an anti-oxidant and immuno-stimulant Dabur Chyawanprash
helps in stimulating immune system relieving stress improving stamina fighting
aging through anti-oxidant property improving lung function fighting respiratory
infections amp building resistance to disease It is these properties that make Dabur
Chyawanprash a preferred choice for its users
Ingredients of Dabur Chyawanprash
Vishwast Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts
Special Vishwast fortified with additional health beneficial herbs like
Keshar Akarkara etc
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 6894
68
Packaging
n
The figure above shows the evolution of the packaging of Dabur Chyawanprash
Dabur continuously innovates the package and branding of its chayawanprash It
launched Dabur Chyawanprash first in 1949 in a tin pack and it was the first
branded Chyawanprash in India Later Dabur came out with its new packet of
Chyawanprash with Amitabh Bachchan as their brand ambassador It also
received ldquoBrand Relaunch of the Year ldquoaward from IMA
Available in
Dabur Chyawanprash is available in three sizes to cater to the needs of different
types of people
1 One kilogram pack
2 500 gram pack
3 250 gram pack
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 6994
69
PRICE
The pricing of Dabur chyawanprash is very competitive Dabur chyawanprash uses
second degree price discrimination ie more the quantity lower the price
1kg Rs19500
500gms Rs11000
250gms Rs 6200
PRICEQUALITY MATRIX
Pricerarr
Quality
darr
High Middle Low
High
Luxury
Segment
Ideal For
Penetration
DABUR
CHYAWANPRASH
Premiere
Offering
Middle
Overpriced Average Real
Bargain
Low
Make The Sale
and Run
Unhappy
Customers
Cheap
Goods
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7094
70
PLACE
Dabur has a very wide distribution of its products through 16 million retail outlets
and 50 C amp F agents all over India who distribute products to the retailers Adistribution of C amp F agents and manufacturing locations is given below
Daburrsquos distribution network extends beyond India in the following countries as
well
Distribution Network
Central North amp South America
Australia
Asia
Middle East
North amp South Africa
East amp West Europe
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7194
71
PROMOTION
The main form of promotional activities of Dabur chyawanprash are concentrated
towards advertising and it has neglible sales promotional activities
Advertising
Nothing can happen without establishing the brandrsquos heritage emphasizing
technological prowess explaining benefits and building bonds with prospective
buyers Ads are necessary because the images are still mouldable and fluid and
the consumerrsquos sophistication level is low Dabur chyawanprash is advertised on
print media as well as on television
The company has launched two ads one each with Amitabh and Vivek in
national electronic media followed by a series of print media campaign directed
towards creating awareness to educate people about the holistic benefits of
ChyawanprashThe ads have been created by McCann Ericsson and the company
would be spending close to Rs 10 crore in promotional campaign this year The
ads would also be translated in Bengali These advertisements are supposed to
target the old and the younger generation respectively
Thecompany has launched a new ad with MS Dhoni who is leader of Indian
cricket team
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7294
72
SWOT ANALYSIS OF DABUR
STRENGTHS
Strong presence in well defined
niches( like value added Hair Oil and
Ayurveda specialities)
Core knowledge of Ayurveda as
competitive advantage
Strong Brand Image
Product Development Strength
Strong Distribution Network
Extensive Supply Chain
IT Initiatives
R amp D ndash a key strength
WEAKNESS
Seasonal Demand( like
chyawanprash in winter and Vatika not
in winter)
Low Penetration(Chyawanprash)
High price(Vatika)
Limited differentiation (Vatika)
Unbranded players account for
the 23rd of the total market(Vatika)
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7394
73
OPPORTUNITIES
Untapped
Market(Chyawanprash)
Market Development
Export opportunities
Innovation
Increasing income level of the
middle class Creating additional consumption
pattern
THREATS
Existing Competition( like
Himani baidyanath and Zandu for
Dabur Chyawanprash and MaricoKeo
Karpin HLL and Bajaj for Vatika Hair Oil)
New Entrants
Threat from substitutes (like
Bryllcream for Vatika hair oil)
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7494
74
OBJECTIVE OF THE STUDY
The major objective of the survey is to collect the data from outlets in the
specified areas where cold drinks are to be sold
To make an assessment of availability of several brands of dabur in
different packs and size in the specified areas
To make an assessment of market presence program of the dabur
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7594
75
Research Methodology
Data collection
Sample unit
1) working people (including men amp women) amp housewife
2) college students
3) school students
4) senior citizens
5) Retailer
Sample size
1 working people amp housewife 30
2 college students 25
3 school students 20
4 senior citizens 15
5 Retailer 10
Sampling techniques
Judgmental sampling techniques used
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7694
76
Sampling region
Sampling region will be DELHI in rural area
Data collection method
1 Primary data It will be collected with the help of a self administered
questionnaire
2 Secondary data it will be collected with the help of books research
papers magazines news papers journals internet etc
3
Research instruments
Questionnaire design
As the questionnaire is self administrated one the survey will be simple and user
friendly Words used in questionnaire will be readily understandable to all
respondent Also technical jargons will be avoided to ensure that there is no
confusion for respondents
Data Analysis - Data analysis will be done with the help of MS Excel and SPSS
Software
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7794
77
DATA ANALYSIS
DABUR CHYAWANPRASH
1 AWARNESS LEVEL
I
NTERPRETATION-
According to serveyAll person are know the dabur100 person of dabur65
person kmow the Baidyanathamp Dabur 40 people of HimaniBaidyanath and
Dabur 60 person of ZanduHimaniBaidyanath and Dabur
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7894
78
2 PREFERRED BRAND
INTERPRETATION-
According to servey60 person are preferred dabur product 15 person are
preferred Baidynath product 15 person are preferred Himani product 10 person
are preferred Zandu
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7994
79
3SATISFACTION LEVEL
INTERPRETATION-
According to servey100 satisfaction level of dabur product 80 satisfaction level
of Baidynath product 80 satisfaction level of Himani product
60 satisfaction level of Zandu product
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8094
80
4 REASONS FOR SELECTING A PARTICULAR BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8194
81
5HOW DID YOU COME TO KNOW ABOUT THIS BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8294
82
6 PREFERRED PACK SIZE
INTERPRETATION-
According to servey50 person are preferred 500gm product 30 person are
preferred 1kg product 20 person are preferred 250gm product
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8394
83
8 REASON TO SELECT PREFERRED PACK SIZE
INTERPRETATION-
According to servey20 person are select product of itrsquos availability pack size
40 person are select product of itrsquos price pack size 25 person are select
product of itrsquos family pack size 15 person are select product of itrsquos storage
pack size
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8494
84
9 FREQUENCY OF
PURCHASE
INTERPRETATION-
According to servey30 People are purchase product after one month 55
People are purchase product after two months 15 People are purchase
product after six months
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8594
85
COMPETITOR ANALYSIS
The key competitorrsquos of Dabur in the Chyawanprash segment are Baidyanath
Zandu and Himani which together with Dabur have about 85 of Indias domestic
market
Dabur is Indias largest Ayurvedic medicine supplier and the fourth largest
producer of FMCG It was established in 1884 and had grown to a business level
in 2003 of about 650 million dollars per year though only a fraction of that is
involved with Ayurvedic medicine Dabur Chyawanprash (herbal honey) has a
market share of 61We have tried to analyse the competition for Dabur in the
Chyawanprash segment as follows
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8694
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8794
87
The Himani Group
It founded in 1974 provides a diverse range of products doing 110 million dollars
of business annually though only a portion is involved with Ayurvedic products
through its Himani line the company is mainly involved with toiletries and
cosmetics but also provides Chyawanprash and other health productsIts market
share is 12
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8894
88
CONCLUSIONS
The Chyawanprash Industry is yet to capture the beverage market in full swing Packed Chyawanprash
followed by Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts the market The consumerrsquos patriotic love for tea and coffee is unfared
Chyawanprash are yet to establish their supplement use in the average household here in lies the great
opportunities Within the market it is safe to conclude that dabur has hit off ratherwell with the
masses
dabur has clearly lost it head start advantage and thereby acquiring just 35 of the market share while
others enjoys rest of the market share This could be well attributed to dabor successful ATA
(Availability Taste and Affordability) marketing module the attributes most rated by the consumersLack of publicity has hampered the growth progress of the brand so aggressive advertising is needed to
promote Chyawanprash and vatika hair oil brand
The brands such as that of Chyawanprash by vednath Chyawanprash with its lsquosonacahndi lsquoMinute-
madersquo and also US food giantssDel Monte are ready to hit the Chyawanprash market very soon
As the strategies of the companies keeps on changing be it in Chyawanprash industry a company has
to create perceptions and cover them into realities It is an expensive proposition requiring huge
expenditure on advertising sponsorships and media Thus the ideal company will be the one which
combines the high end technology with consumer insight
As 16 of the excise duty is exempted on food products in this budget Many food companies including
Dabur got benefited from it On the analysis of survey it was found that target Market of Chyawanprash
want quality benefit rather then Price benefit so it is better to stress on quality rather than on
decreasing price to increase sales and profit
To increase market share Dabur should give slight price benefit on Dabur brand so that customers of
other Juice brand should switch from other brand to Dabur brand
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8994
89
Findings
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey100 satisfaction level of dabur product 80 satisfaction level of
Baidynath product 80 satisfaction level of Himani product 60 satisfaction level of
Zandu product
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis According to servey50 person are preferred 500gm
product 30 person are preferred 1kg product 20 person are preferred 250gm
product
According to servey20 person are select product of itrsquos availability pack size 40
person are select product of itrsquos price pack size 25 person are select product of itrsquos
family pack size 15 person are select product of itrsquos storage pack size
According to servey30 People are purchase product after one month 55 People are
purchase product after two months 15 People are purchase product after six months
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9094
90
LIMITATIONS
No study is free from limitations The limitations of this study can be
Sample size taken is small and may not be sufficient to predict theresults with 100 accuracy
The result is based on primary and secondary data that has itrsquos own limitations
The study only covers the area of Delhi that may not beapplicable to other areas
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9194
91
RECOMMENDATIONS
Focus on growing core brands across categories
Reaching out to new geographies within Hapur area
Improve operational efficiencies by leveraging technology
Be the preferred company to meet the health and personal grooming needs of
our target consumers with safe efficacious natural solutions by synthesizing the
deep knowledge of ayurveda and herbs with modern science
Provide consumers with innovative products within easy reach
Vatika hair care centre On the lines of Maricorsquos Kaya Skin Clinic Dabur
could start a venture called Vatika hair care centre which would provide total hair
care solutions It could have hair care experts to solve hair problemsServices could
include dandruff treatment straightening of hair treatment for split endsetc
Position Dabur Chyawanprash as not more of a medicine but as something
which is necessary for health
More initiatives like ldquo Dabur ki Deewarrdquo to increase brand visibility It is an
initiative to occupy shelf space
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9294
92
BIBLIOGRAPHY
Books
Marketing Management Twelfth Edition ndash Philip Kotler amp Kevin Lane Keller
Websites
wwwgooglecom
wwwdaburcom
wwwtutor2unet
wwwbrandchannelcom
The time of india
Forbs magazing
Hinustan time
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9394
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9494
YES NO
7Which pack size do you prefer
YES NO
8On what parameters do you choose this pack size
YES NO
9 how do u increase the company position
YES NO
10 how you increase your company position in market agains other company
YES NO
![Page 67: Making by Th Harsh Pandit](https://reader033.vdocuments.mx/reader033/viewer/2022052406/577cd3191a28ab9e7896af7d/html5/thumbnails/67.jpg)
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 6794
67
PRODUCT
Dabur Chyawanprash is the leader in the Chyawanprash category
and enjoys a market share of 61 per cent In 50s Dabur pioneered the
concept of branded Chyawanprash and since has invested heavily in
product development clinical studies and consumer awareness The
product is essentially a health supplement
Known as the ldquoelixir of liferdquo Chyawanprash has (clinically) proven benefits in
maintaining smooth body functioning The principal ingredient Amla (Indian
Gooseberry) acts as an anti-oxidant and immuno-stimulant Dabur Chyawanprash
helps in stimulating immune system relieving stress improving stamina fighting
aging through anti-oxidant property improving lung function fighting respiratory
infections amp building resistance to disease It is these properties that make Dabur
Chyawanprash a preferred choice for its users
Ingredients of Dabur Chyawanprash
Vishwast Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts
Special Vishwast fortified with additional health beneficial herbs like
Keshar Akarkara etc
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 6894
68
Packaging
n
The figure above shows the evolution of the packaging of Dabur Chyawanprash
Dabur continuously innovates the package and branding of its chayawanprash It
launched Dabur Chyawanprash first in 1949 in a tin pack and it was the first
branded Chyawanprash in India Later Dabur came out with its new packet of
Chyawanprash with Amitabh Bachchan as their brand ambassador It also
received ldquoBrand Relaunch of the Year ldquoaward from IMA
Available in
Dabur Chyawanprash is available in three sizes to cater to the needs of different
types of people
1 One kilogram pack
2 500 gram pack
3 250 gram pack
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 6994
69
PRICE
The pricing of Dabur chyawanprash is very competitive Dabur chyawanprash uses
second degree price discrimination ie more the quantity lower the price
1kg Rs19500
500gms Rs11000
250gms Rs 6200
PRICEQUALITY MATRIX
Pricerarr
Quality
darr
High Middle Low
High
Luxury
Segment
Ideal For
Penetration
DABUR
CHYAWANPRASH
Premiere
Offering
Middle
Overpriced Average Real
Bargain
Low
Make The Sale
and Run
Unhappy
Customers
Cheap
Goods
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7094
70
PLACE
Dabur has a very wide distribution of its products through 16 million retail outlets
and 50 C amp F agents all over India who distribute products to the retailers Adistribution of C amp F agents and manufacturing locations is given below
Daburrsquos distribution network extends beyond India in the following countries as
well
Distribution Network
Central North amp South America
Australia
Asia
Middle East
North amp South Africa
East amp West Europe
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7194
71
PROMOTION
The main form of promotional activities of Dabur chyawanprash are concentrated
towards advertising and it has neglible sales promotional activities
Advertising
Nothing can happen without establishing the brandrsquos heritage emphasizing
technological prowess explaining benefits and building bonds with prospective
buyers Ads are necessary because the images are still mouldable and fluid and
the consumerrsquos sophistication level is low Dabur chyawanprash is advertised on
print media as well as on television
The company has launched two ads one each with Amitabh and Vivek in
national electronic media followed by a series of print media campaign directed
towards creating awareness to educate people about the holistic benefits of
ChyawanprashThe ads have been created by McCann Ericsson and the company
would be spending close to Rs 10 crore in promotional campaign this year The
ads would also be translated in Bengali These advertisements are supposed to
target the old and the younger generation respectively
Thecompany has launched a new ad with MS Dhoni who is leader of Indian
cricket team
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7294
72
SWOT ANALYSIS OF DABUR
STRENGTHS
Strong presence in well defined
niches( like value added Hair Oil and
Ayurveda specialities)
Core knowledge of Ayurveda as
competitive advantage
Strong Brand Image
Product Development Strength
Strong Distribution Network
Extensive Supply Chain
IT Initiatives
R amp D ndash a key strength
WEAKNESS
Seasonal Demand( like
chyawanprash in winter and Vatika not
in winter)
Low Penetration(Chyawanprash)
High price(Vatika)
Limited differentiation (Vatika)
Unbranded players account for
the 23rd of the total market(Vatika)
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7394
73
OPPORTUNITIES
Untapped
Market(Chyawanprash)
Market Development
Export opportunities
Innovation
Increasing income level of the
middle class Creating additional consumption
pattern
THREATS
Existing Competition( like
Himani baidyanath and Zandu for
Dabur Chyawanprash and MaricoKeo
Karpin HLL and Bajaj for Vatika Hair Oil)
New Entrants
Threat from substitutes (like
Bryllcream for Vatika hair oil)
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7494
74
OBJECTIVE OF THE STUDY
The major objective of the survey is to collect the data from outlets in the
specified areas where cold drinks are to be sold
To make an assessment of availability of several brands of dabur in
different packs and size in the specified areas
To make an assessment of market presence program of the dabur
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7594
75
Research Methodology
Data collection
Sample unit
1) working people (including men amp women) amp housewife
2) college students
3) school students
4) senior citizens
5) Retailer
Sample size
1 working people amp housewife 30
2 college students 25
3 school students 20
4 senior citizens 15
5 Retailer 10
Sampling techniques
Judgmental sampling techniques used
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7694
76
Sampling region
Sampling region will be DELHI in rural area
Data collection method
1 Primary data It will be collected with the help of a self administered
questionnaire
2 Secondary data it will be collected with the help of books research
papers magazines news papers journals internet etc
3
Research instruments
Questionnaire design
As the questionnaire is self administrated one the survey will be simple and user
friendly Words used in questionnaire will be readily understandable to all
respondent Also technical jargons will be avoided to ensure that there is no
confusion for respondents
Data Analysis - Data analysis will be done with the help of MS Excel and SPSS
Software
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7794
77
DATA ANALYSIS
DABUR CHYAWANPRASH
1 AWARNESS LEVEL
I
NTERPRETATION-
According to serveyAll person are know the dabur100 person of dabur65
person kmow the Baidyanathamp Dabur 40 people of HimaniBaidyanath and
Dabur 60 person of ZanduHimaniBaidyanath and Dabur
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7894
78
2 PREFERRED BRAND
INTERPRETATION-
According to servey60 person are preferred dabur product 15 person are
preferred Baidynath product 15 person are preferred Himani product 10 person
are preferred Zandu
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7994
79
3SATISFACTION LEVEL
INTERPRETATION-
According to servey100 satisfaction level of dabur product 80 satisfaction level
of Baidynath product 80 satisfaction level of Himani product
60 satisfaction level of Zandu product
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8094
80
4 REASONS FOR SELECTING A PARTICULAR BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8194
81
5HOW DID YOU COME TO KNOW ABOUT THIS BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8294
82
6 PREFERRED PACK SIZE
INTERPRETATION-
According to servey50 person are preferred 500gm product 30 person are
preferred 1kg product 20 person are preferred 250gm product
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8394
83
8 REASON TO SELECT PREFERRED PACK SIZE
INTERPRETATION-
According to servey20 person are select product of itrsquos availability pack size
40 person are select product of itrsquos price pack size 25 person are select
product of itrsquos family pack size 15 person are select product of itrsquos storage
pack size
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8494
84
9 FREQUENCY OF
PURCHASE
INTERPRETATION-
According to servey30 People are purchase product after one month 55
People are purchase product after two months 15 People are purchase
product after six months
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8594
85
COMPETITOR ANALYSIS
The key competitorrsquos of Dabur in the Chyawanprash segment are Baidyanath
Zandu and Himani which together with Dabur have about 85 of Indias domestic
market
Dabur is Indias largest Ayurvedic medicine supplier and the fourth largest
producer of FMCG It was established in 1884 and had grown to a business level
in 2003 of about 650 million dollars per year though only a fraction of that is
involved with Ayurvedic medicine Dabur Chyawanprash (herbal honey) has a
market share of 61We have tried to analyse the competition for Dabur in the
Chyawanprash segment as follows
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8694
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8794
87
The Himani Group
It founded in 1974 provides a diverse range of products doing 110 million dollars
of business annually though only a portion is involved with Ayurvedic products
through its Himani line the company is mainly involved with toiletries and
cosmetics but also provides Chyawanprash and other health productsIts market
share is 12
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8894
88
CONCLUSIONS
The Chyawanprash Industry is yet to capture the beverage market in full swing Packed Chyawanprash
followed by Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts the market The consumerrsquos patriotic love for tea and coffee is unfared
Chyawanprash are yet to establish their supplement use in the average household here in lies the great
opportunities Within the market it is safe to conclude that dabur has hit off ratherwell with the
masses
dabur has clearly lost it head start advantage and thereby acquiring just 35 of the market share while
others enjoys rest of the market share This could be well attributed to dabor successful ATA
(Availability Taste and Affordability) marketing module the attributes most rated by the consumersLack of publicity has hampered the growth progress of the brand so aggressive advertising is needed to
promote Chyawanprash and vatika hair oil brand
The brands such as that of Chyawanprash by vednath Chyawanprash with its lsquosonacahndi lsquoMinute-
madersquo and also US food giantssDel Monte are ready to hit the Chyawanprash market very soon
As the strategies of the companies keeps on changing be it in Chyawanprash industry a company has
to create perceptions and cover them into realities It is an expensive proposition requiring huge
expenditure on advertising sponsorships and media Thus the ideal company will be the one which
combines the high end technology with consumer insight
As 16 of the excise duty is exempted on food products in this budget Many food companies including
Dabur got benefited from it On the analysis of survey it was found that target Market of Chyawanprash
want quality benefit rather then Price benefit so it is better to stress on quality rather than on
decreasing price to increase sales and profit
To increase market share Dabur should give slight price benefit on Dabur brand so that customers of
other Juice brand should switch from other brand to Dabur brand
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8994
89
Findings
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey100 satisfaction level of dabur product 80 satisfaction level of
Baidynath product 80 satisfaction level of Himani product 60 satisfaction level of
Zandu product
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis According to servey50 person are preferred 500gm
product 30 person are preferred 1kg product 20 person are preferred 250gm
product
According to servey20 person are select product of itrsquos availability pack size 40
person are select product of itrsquos price pack size 25 person are select product of itrsquos
family pack size 15 person are select product of itrsquos storage pack size
According to servey30 People are purchase product after one month 55 People are
purchase product after two months 15 People are purchase product after six months
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9094
90
LIMITATIONS
No study is free from limitations The limitations of this study can be
Sample size taken is small and may not be sufficient to predict theresults with 100 accuracy
The result is based on primary and secondary data that has itrsquos own limitations
The study only covers the area of Delhi that may not beapplicable to other areas
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9194
91
RECOMMENDATIONS
Focus on growing core brands across categories
Reaching out to new geographies within Hapur area
Improve operational efficiencies by leveraging technology
Be the preferred company to meet the health and personal grooming needs of
our target consumers with safe efficacious natural solutions by synthesizing the
deep knowledge of ayurveda and herbs with modern science
Provide consumers with innovative products within easy reach
Vatika hair care centre On the lines of Maricorsquos Kaya Skin Clinic Dabur
could start a venture called Vatika hair care centre which would provide total hair
care solutions It could have hair care experts to solve hair problemsServices could
include dandruff treatment straightening of hair treatment for split endsetc
Position Dabur Chyawanprash as not more of a medicine but as something
which is necessary for health
More initiatives like ldquo Dabur ki Deewarrdquo to increase brand visibility It is an
initiative to occupy shelf space
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9294
92
BIBLIOGRAPHY
Books
Marketing Management Twelfth Edition ndash Philip Kotler amp Kevin Lane Keller
Websites
wwwgooglecom
wwwdaburcom
wwwtutor2unet
wwwbrandchannelcom
The time of india
Forbs magazing
Hinustan time
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9394
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9494
YES NO
7Which pack size do you prefer
YES NO
8On what parameters do you choose this pack size
YES NO
9 how do u increase the company position
YES NO
10 how you increase your company position in market agains other company
YES NO
![Page 68: Making by Th Harsh Pandit](https://reader033.vdocuments.mx/reader033/viewer/2022052406/577cd3191a28ab9e7896af7d/html5/thumbnails/68.jpg)
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 6894
68
Packaging
n
The figure above shows the evolution of the packaging of Dabur Chyawanprash
Dabur continuously innovates the package and branding of its chayawanprash It
launched Dabur Chyawanprash first in 1949 in a tin pack and it was the first
branded Chyawanprash in India Later Dabur came out with its new packet of
Chyawanprash with Amitabh Bachchan as their brand ambassador It also
received ldquoBrand Relaunch of the Year ldquoaward from IMA
Available in
Dabur Chyawanprash is available in three sizes to cater to the needs of different
types of people
1 One kilogram pack
2 500 gram pack
3 250 gram pack
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 6994
69
PRICE
The pricing of Dabur chyawanprash is very competitive Dabur chyawanprash uses
second degree price discrimination ie more the quantity lower the price
1kg Rs19500
500gms Rs11000
250gms Rs 6200
PRICEQUALITY MATRIX
Pricerarr
Quality
darr
High Middle Low
High
Luxury
Segment
Ideal For
Penetration
DABUR
CHYAWANPRASH
Premiere
Offering
Middle
Overpriced Average Real
Bargain
Low
Make The Sale
and Run
Unhappy
Customers
Cheap
Goods
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7094
70
PLACE
Dabur has a very wide distribution of its products through 16 million retail outlets
and 50 C amp F agents all over India who distribute products to the retailers Adistribution of C amp F agents and manufacturing locations is given below
Daburrsquos distribution network extends beyond India in the following countries as
well
Distribution Network
Central North amp South America
Australia
Asia
Middle East
North amp South Africa
East amp West Europe
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7194
71
PROMOTION
The main form of promotional activities of Dabur chyawanprash are concentrated
towards advertising and it has neglible sales promotional activities
Advertising
Nothing can happen without establishing the brandrsquos heritage emphasizing
technological prowess explaining benefits and building bonds with prospective
buyers Ads are necessary because the images are still mouldable and fluid and
the consumerrsquos sophistication level is low Dabur chyawanprash is advertised on
print media as well as on television
The company has launched two ads one each with Amitabh and Vivek in
national electronic media followed by a series of print media campaign directed
towards creating awareness to educate people about the holistic benefits of
ChyawanprashThe ads have been created by McCann Ericsson and the company
would be spending close to Rs 10 crore in promotional campaign this year The
ads would also be translated in Bengali These advertisements are supposed to
target the old and the younger generation respectively
Thecompany has launched a new ad with MS Dhoni who is leader of Indian
cricket team
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7294
72
SWOT ANALYSIS OF DABUR
STRENGTHS
Strong presence in well defined
niches( like value added Hair Oil and
Ayurveda specialities)
Core knowledge of Ayurveda as
competitive advantage
Strong Brand Image
Product Development Strength
Strong Distribution Network
Extensive Supply Chain
IT Initiatives
R amp D ndash a key strength
WEAKNESS
Seasonal Demand( like
chyawanprash in winter and Vatika not
in winter)
Low Penetration(Chyawanprash)
High price(Vatika)
Limited differentiation (Vatika)
Unbranded players account for
the 23rd of the total market(Vatika)
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7394
73
OPPORTUNITIES
Untapped
Market(Chyawanprash)
Market Development
Export opportunities
Innovation
Increasing income level of the
middle class Creating additional consumption
pattern
THREATS
Existing Competition( like
Himani baidyanath and Zandu for
Dabur Chyawanprash and MaricoKeo
Karpin HLL and Bajaj for Vatika Hair Oil)
New Entrants
Threat from substitutes (like
Bryllcream for Vatika hair oil)
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7494
74
OBJECTIVE OF THE STUDY
The major objective of the survey is to collect the data from outlets in the
specified areas where cold drinks are to be sold
To make an assessment of availability of several brands of dabur in
different packs and size in the specified areas
To make an assessment of market presence program of the dabur
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7594
75
Research Methodology
Data collection
Sample unit
1) working people (including men amp women) amp housewife
2) college students
3) school students
4) senior citizens
5) Retailer
Sample size
1 working people amp housewife 30
2 college students 25
3 school students 20
4 senior citizens 15
5 Retailer 10
Sampling techniques
Judgmental sampling techniques used
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7694
76
Sampling region
Sampling region will be DELHI in rural area
Data collection method
1 Primary data It will be collected with the help of a self administered
questionnaire
2 Secondary data it will be collected with the help of books research
papers magazines news papers journals internet etc
3
Research instruments
Questionnaire design
As the questionnaire is self administrated one the survey will be simple and user
friendly Words used in questionnaire will be readily understandable to all
respondent Also technical jargons will be avoided to ensure that there is no
confusion for respondents
Data Analysis - Data analysis will be done with the help of MS Excel and SPSS
Software
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7794
77
DATA ANALYSIS
DABUR CHYAWANPRASH
1 AWARNESS LEVEL
I
NTERPRETATION-
According to serveyAll person are know the dabur100 person of dabur65
person kmow the Baidyanathamp Dabur 40 people of HimaniBaidyanath and
Dabur 60 person of ZanduHimaniBaidyanath and Dabur
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7894
78
2 PREFERRED BRAND
INTERPRETATION-
According to servey60 person are preferred dabur product 15 person are
preferred Baidynath product 15 person are preferred Himani product 10 person
are preferred Zandu
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7994
79
3SATISFACTION LEVEL
INTERPRETATION-
According to servey100 satisfaction level of dabur product 80 satisfaction level
of Baidynath product 80 satisfaction level of Himani product
60 satisfaction level of Zandu product
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8094
80
4 REASONS FOR SELECTING A PARTICULAR BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8194
81
5HOW DID YOU COME TO KNOW ABOUT THIS BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8294
82
6 PREFERRED PACK SIZE
INTERPRETATION-
According to servey50 person are preferred 500gm product 30 person are
preferred 1kg product 20 person are preferred 250gm product
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8394
83
8 REASON TO SELECT PREFERRED PACK SIZE
INTERPRETATION-
According to servey20 person are select product of itrsquos availability pack size
40 person are select product of itrsquos price pack size 25 person are select
product of itrsquos family pack size 15 person are select product of itrsquos storage
pack size
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8494
84
9 FREQUENCY OF
PURCHASE
INTERPRETATION-
According to servey30 People are purchase product after one month 55
People are purchase product after two months 15 People are purchase
product after six months
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8594
85
COMPETITOR ANALYSIS
The key competitorrsquos of Dabur in the Chyawanprash segment are Baidyanath
Zandu and Himani which together with Dabur have about 85 of Indias domestic
market
Dabur is Indias largest Ayurvedic medicine supplier and the fourth largest
producer of FMCG It was established in 1884 and had grown to a business level
in 2003 of about 650 million dollars per year though only a fraction of that is
involved with Ayurvedic medicine Dabur Chyawanprash (herbal honey) has a
market share of 61We have tried to analyse the competition for Dabur in the
Chyawanprash segment as follows
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8694
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8794
87
The Himani Group
It founded in 1974 provides a diverse range of products doing 110 million dollars
of business annually though only a portion is involved with Ayurvedic products
through its Himani line the company is mainly involved with toiletries and
cosmetics but also provides Chyawanprash and other health productsIts market
share is 12
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8894
88
CONCLUSIONS
The Chyawanprash Industry is yet to capture the beverage market in full swing Packed Chyawanprash
followed by Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts the market The consumerrsquos patriotic love for tea and coffee is unfared
Chyawanprash are yet to establish their supplement use in the average household here in lies the great
opportunities Within the market it is safe to conclude that dabur has hit off ratherwell with the
masses
dabur has clearly lost it head start advantage and thereby acquiring just 35 of the market share while
others enjoys rest of the market share This could be well attributed to dabor successful ATA
(Availability Taste and Affordability) marketing module the attributes most rated by the consumersLack of publicity has hampered the growth progress of the brand so aggressive advertising is needed to
promote Chyawanprash and vatika hair oil brand
The brands such as that of Chyawanprash by vednath Chyawanprash with its lsquosonacahndi lsquoMinute-
madersquo and also US food giantssDel Monte are ready to hit the Chyawanprash market very soon
As the strategies of the companies keeps on changing be it in Chyawanprash industry a company has
to create perceptions and cover them into realities It is an expensive proposition requiring huge
expenditure on advertising sponsorships and media Thus the ideal company will be the one which
combines the high end technology with consumer insight
As 16 of the excise duty is exempted on food products in this budget Many food companies including
Dabur got benefited from it On the analysis of survey it was found that target Market of Chyawanprash
want quality benefit rather then Price benefit so it is better to stress on quality rather than on
decreasing price to increase sales and profit
To increase market share Dabur should give slight price benefit on Dabur brand so that customers of
other Juice brand should switch from other brand to Dabur brand
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8994
89
Findings
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey100 satisfaction level of dabur product 80 satisfaction level of
Baidynath product 80 satisfaction level of Himani product 60 satisfaction level of
Zandu product
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis According to servey50 person are preferred 500gm
product 30 person are preferred 1kg product 20 person are preferred 250gm
product
According to servey20 person are select product of itrsquos availability pack size 40
person are select product of itrsquos price pack size 25 person are select product of itrsquos
family pack size 15 person are select product of itrsquos storage pack size
According to servey30 People are purchase product after one month 55 People are
purchase product after two months 15 People are purchase product after six months
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9094
90
LIMITATIONS
No study is free from limitations The limitations of this study can be
Sample size taken is small and may not be sufficient to predict theresults with 100 accuracy
The result is based on primary and secondary data that has itrsquos own limitations
The study only covers the area of Delhi that may not beapplicable to other areas
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9194
91
RECOMMENDATIONS
Focus on growing core brands across categories
Reaching out to new geographies within Hapur area
Improve operational efficiencies by leveraging technology
Be the preferred company to meet the health and personal grooming needs of
our target consumers with safe efficacious natural solutions by synthesizing the
deep knowledge of ayurveda and herbs with modern science
Provide consumers with innovative products within easy reach
Vatika hair care centre On the lines of Maricorsquos Kaya Skin Clinic Dabur
could start a venture called Vatika hair care centre which would provide total hair
care solutions It could have hair care experts to solve hair problemsServices could
include dandruff treatment straightening of hair treatment for split endsetc
Position Dabur Chyawanprash as not more of a medicine but as something
which is necessary for health
More initiatives like ldquo Dabur ki Deewarrdquo to increase brand visibility It is an
initiative to occupy shelf space
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9294
92
BIBLIOGRAPHY
Books
Marketing Management Twelfth Edition ndash Philip Kotler amp Kevin Lane Keller
Websites
wwwgooglecom
wwwdaburcom
wwwtutor2unet
wwwbrandchannelcom
The time of india
Forbs magazing
Hinustan time
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9394
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9494
YES NO
7Which pack size do you prefer
YES NO
8On what parameters do you choose this pack size
YES NO
9 how do u increase the company position
YES NO
10 how you increase your company position in market agains other company
YES NO
![Page 69: Making by Th Harsh Pandit](https://reader033.vdocuments.mx/reader033/viewer/2022052406/577cd3191a28ab9e7896af7d/html5/thumbnails/69.jpg)
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 6994
69
PRICE
The pricing of Dabur chyawanprash is very competitive Dabur chyawanprash uses
second degree price discrimination ie more the quantity lower the price
1kg Rs19500
500gms Rs11000
250gms Rs 6200
PRICEQUALITY MATRIX
Pricerarr
Quality
darr
High Middle Low
High
Luxury
Segment
Ideal For
Penetration
DABUR
CHYAWANPRASH
Premiere
Offering
Middle
Overpriced Average Real
Bargain
Low
Make The Sale
and Run
Unhappy
Customers
Cheap
Goods
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7094
70
PLACE
Dabur has a very wide distribution of its products through 16 million retail outlets
and 50 C amp F agents all over India who distribute products to the retailers Adistribution of C amp F agents and manufacturing locations is given below
Daburrsquos distribution network extends beyond India in the following countries as
well
Distribution Network
Central North amp South America
Australia
Asia
Middle East
North amp South Africa
East amp West Europe
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7194
71
PROMOTION
The main form of promotional activities of Dabur chyawanprash are concentrated
towards advertising and it has neglible sales promotional activities
Advertising
Nothing can happen without establishing the brandrsquos heritage emphasizing
technological prowess explaining benefits and building bonds with prospective
buyers Ads are necessary because the images are still mouldable and fluid and
the consumerrsquos sophistication level is low Dabur chyawanprash is advertised on
print media as well as on television
The company has launched two ads one each with Amitabh and Vivek in
national electronic media followed by a series of print media campaign directed
towards creating awareness to educate people about the holistic benefits of
ChyawanprashThe ads have been created by McCann Ericsson and the company
would be spending close to Rs 10 crore in promotional campaign this year The
ads would also be translated in Bengali These advertisements are supposed to
target the old and the younger generation respectively
Thecompany has launched a new ad with MS Dhoni who is leader of Indian
cricket team
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7294
72
SWOT ANALYSIS OF DABUR
STRENGTHS
Strong presence in well defined
niches( like value added Hair Oil and
Ayurveda specialities)
Core knowledge of Ayurveda as
competitive advantage
Strong Brand Image
Product Development Strength
Strong Distribution Network
Extensive Supply Chain
IT Initiatives
R amp D ndash a key strength
WEAKNESS
Seasonal Demand( like
chyawanprash in winter and Vatika not
in winter)
Low Penetration(Chyawanprash)
High price(Vatika)
Limited differentiation (Vatika)
Unbranded players account for
the 23rd of the total market(Vatika)
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7394
73
OPPORTUNITIES
Untapped
Market(Chyawanprash)
Market Development
Export opportunities
Innovation
Increasing income level of the
middle class Creating additional consumption
pattern
THREATS
Existing Competition( like
Himani baidyanath and Zandu for
Dabur Chyawanprash and MaricoKeo
Karpin HLL and Bajaj for Vatika Hair Oil)
New Entrants
Threat from substitutes (like
Bryllcream for Vatika hair oil)
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7494
74
OBJECTIVE OF THE STUDY
The major objective of the survey is to collect the data from outlets in the
specified areas where cold drinks are to be sold
To make an assessment of availability of several brands of dabur in
different packs and size in the specified areas
To make an assessment of market presence program of the dabur
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7594
75
Research Methodology
Data collection
Sample unit
1) working people (including men amp women) amp housewife
2) college students
3) school students
4) senior citizens
5) Retailer
Sample size
1 working people amp housewife 30
2 college students 25
3 school students 20
4 senior citizens 15
5 Retailer 10
Sampling techniques
Judgmental sampling techniques used
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7694
76
Sampling region
Sampling region will be DELHI in rural area
Data collection method
1 Primary data It will be collected with the help of a self administered
questionnaire
2 Secondary data it will be collected with the help of books research
papers magazines news papers journals internet etc
3
Research instruments
Questionnaire design
As the questionnaire is self administrated one the survey will be simple and user
friendly Words used in questionnaire will be readily understandable to all
respondent Also technical jargons will be avoided to ensure that there is no
confusion for respondents
Data Analysis - Data analysis will be done with the help of MS Excel and SPSS
Software
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7794
77
DATA ANALYSIS
DABUR CHYAWANPRASH
1 AWARNESS LEVEL
I
NTERPRETATION-
According to serveyAll person are know the dabur100 person of dabur65
person kmow the Baidyanathamp Dabur 40 people of HimaniBaidyanath and
Dabur 60 person of ZanduHimaniBaidyanath and Dabur
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7894
78
2 PREFERRED BRAND
INTERPRETATION-
According to servey60 person are preferred dabur product 15 person are
preferred Baidynath product 15 person are preferred Himani product 10 person
are preferred Zandu
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7994
79
3SATISFACTION LEVEL
INTERPRETATION-
According to servey100 satisfaction level of dabur product 80 satisfaction level
of Baidynath product 80 satisfaction level of Himani product
60 satisfaction level of Zandu product
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8094
80
4 REASONS FOR SELECTING A PARTICULAR BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8194
81
5HOW DID YOU COME TO KNOW ABOUT THIS BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8294
82
6 PREFERRED PACK SIZE
INTERPRETATION-
According to servey50 person are preferred 500gm product 30 person are
preferred 1kg product 20 person are preferred 250gm product
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8394
83
8 REASON TO SELECT PREFERRED PACK SIZE
INTERPRETATION-
According to servey20 person are select product of itrsquos availability pack size
40 person are select product of itrsquos price pack size 25 person are select
product of itrsquos family pack size 15 person are select product of itrsquos storage
pack size
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8494
84
9 FREQUENCY OF
PURCHASE
INTERPRETATION-
According to servey30 People are purchase product after one month 55
People are purchase product after two months 15 People are purchase
product after six months
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8594
85
COMPETITOR ANALYSIS
The key competitorrsquos of Dabur in the Chyawanprash segment are Baidyanath
Zandu and Himani which together with Dabur have about 85 of Indias domestic
market
Dabur is Indias largest Ayurvedic medicine supplier and the fourth largest
producer of FMCG It was established in 1884 and had grown to a business level
in 2003 of about 650 million dollars per year though only a fraction of that is
involved with Ayurvedic medicine Dabur Chyawanprash (herbal honey) has a
market share of 61We have tried to analyse the competition for Dabur in the
Chyawanprash segment as follows
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8694
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8794
87
The Himani Group
It founded in 1974 provides a diverse range of products doing 110 million dollars
of business annually though only a portion is involved with Ayurvedic products
through its Himani line the company is mainly involved with toiletries and
cosmetics but also provides Chyawanprash and other health productsIts market
share is 12
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8894
88
CONCLUSIONS
The Chyawanprash Industry is yet to capture the beverage market in full swing Packed Chyawanprash
followed by Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts the market The consumerrsquos patriotic love for tea and coffee is unfared
Chyawanprash are yet to establish their supplement use in the average household here in lies the great
opportunities Within the market it is safe to conclude that dabur has hit off ratherwell with the
masses
dabur has clearly lost it head start advantage and thereby acquiring just 35 of the market share while
others enjoys rest of the market share This could be well attributed to dabor successful ATA
(Availability Taste and Affordability) marketing module the attributes most rated by the consumersLack of publicity has hampered the growth progress of the brand so aggressive advertising is needed to
promote Chyawanprash and vatika hair oil brand
The brands such as that of Chyawanprash by vednath Chyawanprash with its lsquosonacahndi lsquoMinute-
madersquo and also US food giantssDel Monte are ready to hit the Chyawanprash market very soon
As the strategies of the companies keeps on changing be it in Chyawanprash industry a company has
to create perceptions and cover them into realities It is an expensive proposition requiring huge
expenditure on advertising sponsorships and media Thus the ideal company will be the one which
combines the high end technology with consumer insight
As 16 of the excise duty is exempted on food products in this budget Many food companies including
Dabur got benefited from it On the analysis of survey it was found that target Market of Chyawanprash
want quality benefit rather then Price benefit so it is better to stress on quality rather than on
decreasing price to increase sales and profit
To increase market share Dabur should give slight price benefit on Dabur brand so that customers of
other Juice brand should switch from other brand to Dabur brand
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8994
89
Findings
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey100 satisfaction level of dabur product 80 satisfaction level of
Baidynath product 80 satisfaction level of Himani product 60 satisfaction level of
Zandu product
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis According to servey50 person are preferred 500gm
product 30 person are preferred 1kg product 20 person are preferred 250gm
product
According to servey20 person are select product of itrsquos availability pack size 40
person are select product of itrsquos price pack size 25 person are select product of itrsquos
family pack size 15 person are select product of itrsquos storage pack size
According to servey30 People are purchase product after one month 55 People are
purchase product after two months 15 People are purchase product after six months
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9094
90
LIMITATIONS
No study is free from limitations The limitations of this study can be
Sample size taken is small and may not be sufficient to predict theresults with 100 accuracy
The result is based on primary and secondary data that has itrsquos own limitations
The study only covers the area of Delhi that may not beapplicable to other areas
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9194
91
RECOMMENDATIONS
Focus on growing core brands across categories
Reaching out to new geographies within Hapur area
Improve operational efficiencies by leveraging technology
Be the preferred company to meet the health and personal grooming needs of
our target consumers with safe efficacious natural solutions by synthesizing the
deep knowledge of ayurveda and herbs with modern science
Provide consumers with innovative products within easy reach
Vatika hair care centre On the lines of Maricorsquos Kaya Skin Clinic Dabur
could start a venture called Vatika hair care centre which would provide total hair
care solutions It could have hair care experts to solve hair problemsServices could
include dandruff treatment straightening of hair treatment for split endsetc
Position Dabur Chyawanprash as not more of a medicine but as something
which is necessary for health
More initiatives like ldquo Dabur ki Deewarrdquo to increase brand visibility It is an
initiative to occupy shelf space
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9294
92
BIBLIOGRAPHY
Books
Marketing Management Twelfth Edition ndash Philip Kotler amp Kevin Lane Keller
Websites
wwwgooglecom
wwwdaburcom
wwwtutor2unet
wwwbrandchannelcom
The time of india
Forbs magazing
Hinustan time
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9394
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9494
YES NO
7Which pack size do you prefer
YES NO
8On what parameters do you choose this pack size
YES NO
9 how do u increase the company position
YES NO
10 how you increase your company position in market agains other company
YES NO
![Page 70: Making by Th Harsh Pandit](https://reader033.vdocuments.mx/reader033/viewer/2022052406/577cd3191a28ab9e7896af7d/html5/thumbnails/70.jpg)
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7094
70
PLACE
Dabur has a very wide distribution of its products through 16 million retail outlets
and 50 C amp F agents all over India who distribute products to the retailers Adistribution of C amp F agents and manufacturing locations is given below
Daburrsquos distribution network extends beyond India in the following countries as
well
Distribution Network
Central North amp South America
Australia
Asia
Middle East
North amp South Africa
East amp West Europe
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7194
71
PROMOTION
The main form of promotional activities of Dabur chyawanprash are concentrated
towards advertising and it has neglible sales promotional activities
Advertising
Nothing can happen without establishing the brandrsquos heritage emphasizing
technological prowess explaining benefits and building bonds with prospective
buyers Ads are necessary because the images are still mouldable and fluid and
the consumerrsquos sophistication level is low Dabur chyawanprash is advertised on
print media as well as on television
The company has launched two ads one each with Amitabh and Vivek in
national electronic media followed by a series of print media campaign directed
towards creating awareness to educate people about the holistic benefits of
ChyawanprashThe ads have been created by McCann Ericsson and the company
would be spending close to Rs 10 crore in promotional campaign this year The
ads would also be translated in Bengali These advertisements are supposed to
target the old and the younger generation respectively
Thecompany has launched a new ad with MS Dhoni who is leader of Indian
cricket team
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7294
72
SWOT ANALYSIS OF DABUR
STRENGTHS
Strong presence in well defined
niches( like value added Hair Oil and
Ayurveda specialities)
Core knowledge of Ayurveda as
competitive advantage
Strong Brand Image
Product Development Strength
Strong Distribution Network
Extensive Supply Chain
IT Initiatives
R amp D ndash a key strength
WEAKNESS
Seasonal Demand( like
chyawanprash in winter and Vatika not
in winter)
Low Penetration(Chyawanprash)
High price(Vatika)
Limited differentiation (Vatika)
Unbranded players account for
the 23rd of the total market(Vatika)
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7394
73
OPPORTUNITIES
Untapped
Market(Chyawanprash)
Market Development
Export opportunities
Innovation
Increasing income level of the
middle class Creating additional consumption
pattern
THREATS
Existing Competition( like
Himani baidyanath and Zandu for
Dabur Chyawanprash and MaricoKeo
Karpin HLL and Bajaj for Vatika Hair Oil)
New Entrants
Threat from substitutes (like
Bryllcream for Vatika hair oil)
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7494
74
OBJECTIVE OF THE STUDY
The major objective of the survey is to collect the data from outlets in the
specified areas where cold drinks are to be sold
To make an assessment of availability of several brands of dabur in
different packs and size in the specified areas
To make an assessment of market presence program of the dabur
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7594
75
Research Methodology
Data collection
Sample unit
1) working people (including men amp women) amp housewife
2) college students
3) school students
4) senior citizens
5) Retailer
Sample size
1 working people amp housewife 30
2 college students 25
3 school students 20
4 senior citizens 15
5 Retailer 10
Sampling techniques
Judgmental sampling techniques used
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7694
76
Sampling region
Sampling region will be DELHI in rural area
Data collection method
1 Primary data It will be collected with the help of a self administered
questionnaire
2 Secondary data it will be collected with the help of books research
papers magazines news papers journals internet etc
3
Research instruments
Questionnaire design
As the questionnaire is self administrated one the survey will be simple and user
friendly Words used in questionnaire will be readily understandable to all
respondent Also technical jargons will be avoided to ensure that there is no
confusion for respondents
Data Analysis - Data analysis will be done with the help of MS Excel and SPSS
Software
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7794
77
DATA ANALYSIS
DABUR CHYAWANPRASH
1 AWARNESS LEVEL
I
NTERPRETATION-
According to serveyAll person are know the dabur100 person of dabur65
person kmow the Baidyanathamp Dabur 40 people of HimaniBaidyanath and
Dabur 60 person of ZanduHimaniBaidyanath and Dabur
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7894
78
2 PREFERRED BRAND
INTERPRETATION-
According to servey60 person are preferred dabur product 15 person are
preferred Baidynath product 15 person are preferred Himani product 10 person
are preferred Zandu
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7994
79
3SATISFACTION LEVEL
INTERPRETATION-
According to servey100 satisfaction level of dabur product 80 satisfaction level
of Baidynath product 80 satisfaction level of Himani product
60 satisfaction level of Zandu product
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8094
80
4 REASONS FOR SELECTING A PARTICULAR BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8194
81
5HOW DID YOU COME TO KNOW ABOUT THIS BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8294
82
6 PREFERRED PACK SIZE
INTERPRETATION-
According to servey50 person are preferred 500gm product 30 person are
preferred 1kg product 20 person are preferred 250gm product
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8394
83
8 REASON TO SELECT PREFERRED PACK SIZE
INTERPRETATION-
According to servey20 person are select product of itrsquos availability pack size
40 person are select product of itrsquos price pack size 25 person are select
product of itrsquos family pack size 15 person are select product of itrsquos storage
pack size
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8494
84
9 FREQUENCY OF
PURCHASE
INTERPRETATION-
According to servey30 People are purchase product after one month 55
People are purchase product after two months 15 People are purchase
product after six months
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8594
85
COMPETITOR ANALYSIS
The key competitorrsquos of Dabur in the Chyawanprash segment are Baidyanath
Zandu and Himani which together with Dabur have about 85 of Indias domestic
market
Dabur is Indias largest Ayurvedic medicine supplier and the fourth largest
producer of FMCG It was established in 1884 and had grown to a business level
in 2003 of about 650 million dollars per year though only a fraction of that is
involved with Ayurvedic medicine Dabur Chyawanprash (herbal honey) has a
market share of 61We have tried to analyse the competition for Dabur in the
Chyawanprash segment as follows
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8694
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8794
87
The Himani Group
It founded in 1974 provides a diverse range of products doing 110 million dollars
of business annually though only a portion is involved with Ayurvedic products
through its Himani line the company is mainly involved with toiletries and
cosmetics but also provides Chyawanprash and other health productsIts market
share is 12
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8894
88
CONCLUSIONS
The Chyawanprash Industry is yet to capture the beverage market in full swing Packed Chyawanprash
followed by Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts the market The consumerrsquos patriotic love for tea and coffee is unfared
Chyawanprash are yet to establish their supplement use in the average household here in lies the great
opportunities Within the market it is safe to conclude that dabur has hit off ratherwell with the
masses
dabur has clearly lost it head start advantage and thereby acquiring just 35 of the market share while
others enjoys rest of the market share This could be well attributed to dabor successful ATA
(Availability Taste and Affordability) marketing module the attributes most rated by the consumersLack of publicity has hampered the growth progress of the brand so aggressive advertising is needed to
promote Chyawanprash and vatika hair oil brand
The brands such as that of Chyawanprash by vednath Chyawanprash with its lsquosonacahndi lsquoMinute-
madersquo and also US food giantssDel Monte are ready to hit the Chyawanprash market very soon
As the strategies of the companies keeps on changing be it in Chyawanprash industry a company has
to create perceptions and cover them into realities It is an expensive proposition requiring huge
expenditure on advertising sponsorships and media Thus the ideal company will be the one which
combines the high end technology with consumer insight
As 16 of the excise duty is exempted on food products in this budget Many food companies including
Dabur got benefited from it On the analysis of survey it was found that target Market of Chyawanprash
want quality benefit rather then Price benefit so it is better to stress on quality rather than on
decreasing price to increase sales and profit
To increase market share Dabur should give slight price benefit on Dabur brand so that customers of
other Juice brand should switch from other brand to Dabur brand
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8994
89
Findings
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey100 satisfaction level of dabur product 80 satisfaction level of
Baidynath product 80 satisfaction level of Himani product 60 satisfaction level of
Zandu product
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis According to servey50 person are preferred 500gm
product 30 person are preferred 1kg product 20 person are preferred 250gm
product
According to servey20 person are select product of itrsquos availability pack size 40
person are select product of itrsquos price pack size 25 person are select product of itrsquos
family pack size 15 person are select product of itrsquos storage pack size
According to servey30 People are purchase product after one month 55 People are
purchase product after two months 15 People are purchase product after six months
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9094
90
LIMITATIONS
No study is free from limitations The limitations of this study can be
Sample size taken is small and may not be sufficient to predict theresults with 100 accuracy
The result is based on primary and secondary data that has itrsquos own limitations
The study only covers the area of Delhi that may not beapplicable to other areas
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9194
91
RECOMMENDATIONS
Focus on growing core brands across categories
Reaching out to new geographies within Hapur area
Improve operational efficiencies by leveraging technology
Be the preferred company to meet the health and personal grooming needs of
our target consumers with safe efficacious natural solutions by synthesizing the
deep knowledge of ayurveda and herbs with modern science
Provide consumers with innovative products within easy reach
Vatika hair care centre On the lines of Maricorsquos Kaya Skin Clinic Dabur
could start a venture called Vatika hair care centre which would provide total hair
care solutions It could have hair care experts to solve hair problemsServices could
include dandruff treatment straightening of hair treatment for split endsetc
Position Dabur Chyawanprash as not more of a medicine but as something
which is necessary for health
More initiatives like ldquo Dabur ki Deewarrdquo to increase brand visibility It is an
initiative to occupy shelf space
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9294
92
BIBLIOGRAPHY
Books
Marketing Management Twelfth Edition ndash Philip Kotler amp Kevin Lane Keller
Websites
wwwgooglecom
wwwdaburcom
wwwtutor2unet
wwwbrandchannelcom
The time of india
Forbs magazing
Hinustan time
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9394
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9494
YES NO
7Which pack size do you prefer
YES NO
8On what parameters do you choose this pack size
YES NO
9 how do u increase the company position
YES NO
10 how you increase your company position in market agains other company
YES NO
![Page 71: Making by Th Harsh Pandit](https://reader033.vdocuments.mx/reader033/viewer/2022052406/577cd3191a28ab9e7896af7d/html5/thumbnails/71.jpg)
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7194
71
PROMOTION
The main form of promotional activities of Dabur chyawanprash are concentrated
towards advertising and it has neglible sales promotional activities
Advertising
Nothing can happen without establishing the brandrsquos heritage emphasizing
technological prowess explaining benefits and building bonds with prospective
buyers Ads are necessary because the images are still mouldable and fluid and
the consumerrsquos sophistication level is low Dabur chyawanprash is advertised on
print media as well as on television
The company has launched two ads one each with Amitabh and Vivek in
national electronic media followed by a series of print media campaign directed
towards creating awareness to educate people about the holistic benefits of
ChyawanprashThe ads have been created by McCann Ericsson and the company
would be spending close to Rs 10 crore in promotional campaign this year The
ads would also be translated in Bengali These advertisements are supposed to
target the old and the younger generation respectively
Thecompany has launched a new ad with MS Dhoni who is leader of Indian
cricket team
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7294
72
SWOT ANALYSIS OF DABUR
STRENGTHS
Strong presence in well defined
niches( like value added Hair Oil and
Ayurveda specialities)
Core knowledge of Ayurveda as
competitive advantage
Strong Brand Image
Product Development Strength
Strong Distribution Network
Extensive Supply Chain
IT Initiatives
R amp D ndash a key strength
WEAKNESS
Seasonal Demand( like
chyawanprash in winter and Vatika not
in winter)
Low Penetration(Chyawanprash)
High price(Vatika)
Limited differentiation (Vatika)
Unbranded players account for
the 23rd of the total market(Vatika)
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7394
73
OPPORTUNITIES
Untapped
Market(Chyawanprash)
Market Development
Export opportunities
Innovation
Increasing income level of the
middle class Creating additional consumption
pattern
THREATS
Existing Competition( like
Himani baidyanath and Zandu for
Dabur Chyawanprash and MaricoKeo
Karpin HLL and Bajaj for Vatika Hair Oil)
New Entrants
Threat from substitutes (like
Bryllcream for Vatika hair oil)
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7494
74
OBJECTIVE OF THE STUDY
The major objective of the survey is to collect the data from outlets in the
specified areas where cold drinks are to be sold
To make an assessment of availability of several brands of dabur in
different packs and size in the specified areas
To make an assessment of market presence program of the dabur
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7594
75
Research Methodology
Data collection
Sample unit
1) working people (including men amp women) amp housewife
2) college students
3) school students
4) senior citizens
5) Retailer
Sample size
1 working people amp housewife 30
2 college students 25
3 school students 20
4 senior citizens 15
5 Retailer 10
Sampling techniques
Judgmental sampling techniques used
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7694
76
Sampling region
Sampling region will be DELHI in rural area
Data collection method
1 Primary data It will be collected with the help of a self administered
questionnaire
2 Secondary data it will be collected with the help of books research
papers magazines news papers journals internet etc
3
Research instruments
Questionnaire design
As the questionnaire is self administrated one the survey will be simple and user
friendly Words used in questionnaire will be readily understandable to all
respondent Also technical jargons will be avoided to ensure that there is no
confusion for respondents
Data Analysis - Data analysis will be done with the help of MS Excel and SPSS
Software
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7794
77
DATA ANALYSIS
DABUR CHYAWANPRASH
1 AWARNESS LEVEL
I
NTERPRETATION-
According to serveyAll person are know the dabur100 person of dabur65
person kmow the Baidyanathamp Dabur 40 people of HimaniBaidyanath and
Dabur 60 person of ZanduHimaniBaidyanath and Dabur
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7894
78
2 PREFERRED BRAND
INTERPRETATION-
According to servey60 person are preferred dabur product 15 person are
preferred Baidynath product 15 person are preferred Himani product 10 person
are preferred Zandu
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7994
79
3SATISFACTION LEVEL
INTERPRETATION-
According to servey100 satisfaction level of dabur product 80 satisfaction level
of Baidynath product 80 satisfaction level of Himani product
60 satisfaction level of Zandu product
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8094
80
4 REASONS FOR SELECTING A PARTICULAR BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8194
81
5HOW DID YOU COME TO KNOW ABOUT THIS BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8294
82
6 PREFERRED PACK SIZE
INTERPRETATION-
According to servey50 person are preferred 500gm product 30 person are
preferred 1kg product 20 person are preferred 250gm product
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8394
83
8 REASON TO SELECT PREFERRED PACK SIZE
INTERPRETATION-
According to servey20 person are select product of itrsquos availability pack size
40 person are select product of itrsquos price pack size 25 person are select
product of itrsquos family pack size 15 person are select product of itrsquos storage
pack size
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8494
84
9 FREQUENCY OF
PURCHASE
INTERPRETATION-
According to servey30 People are purchase product after one month 55
People are purchase product after two months 15 People are purchase
product after six months
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8594
85
COMPETITOR ANALYSIS
The key competitorrsquos of Dabur in the Chyawanprash segment are Baidyanath
Zandu and Himani which together with Dabur have about 85 of Indias domestic
market
Dabur is Indias largest Ayurvedic medicine supplier and the fourth largest
producer of FMCG It was established in 1884 and had grown to a business level
in 2003 of about 650 million dollars per year though only a fraction of that is
involved with Ayurvedic medicine Dabur Chyawanprash (herbal honey) has a
market share of 61We have tried to analyse the competition for Dabur in the
Chyawanprash segment as follows
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8694
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8794
87
The Himani Group
It founded in 1974 provides a diverse range of products doing 110 million dollars
of business annually though only a portion is involved with Ayurvedic products
through its Himani line the company is mainly involved with toiletries and
cosmetics but also provides Chyawanprash and other health productsIts market
share is 12
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8894
88
CONCLUSIONS
The Chyawanprash Industry is yet to capture the beverage market in full swing Packed Chyawanprash
followed by Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts the market The consumerrsquos patriotic love for tea and coffee is unfared
Chyawanprash are yet to establish their supplement use in the average household here in lies the great
opportunities Within the market it is safe to conclude that dabur has hit off ratherwell with the
masses
dabur has clearly lost it head start advantage and thereby acquiring just 35 of the market share while
others enjoys rest of the market share This could be well attributed to dabor successful ATA
(Availability Taste and Affordability) marketing module the attributes most rated by the consumersLack of publicity has hampered the growth progress of the brand so aggressive advertising is needed to
promote Chyawanprash and vatika hair oil brand
The brands such as that of Chyawanprash by vednath Chyawanprash with its lsquosonacahndi lsquoMinute-
madersquo and also US food giantssDel Monte are ready to hit the Chyawanprash market very soon
As the strategies of the companies keeps on changing be it in Chyawanprash industry a company has
to create perceptions and cover them into realities It is an expensive proposition requiring huge
expenditure on advertising sponsorships and media Thus the ideal company will be the one which
combines the high end technology with consumer insight
As 16 of the excise duty is exempted on food products in this budget Many food companies including
Dabur got benefited from it On the analysis of survey it was found that target Market of Chyawanprash
want quality benefit rather then Price benefit so it is better to stress on quality rather than on
decreasing price to increase sales and profit
To increase market share Dabur should give slight price benefit on Dabur brand so that customers of
other Juice brand should switch from other brand to Dabur brand
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8994
89
Findings
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey100 satisfaction level of dabur product 80 satisfaction level of
Baidynath product 80 satisfaction level of Himani product 60 satisfaction level of
Zandu product
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis According to servey50 person are preferred 500gm
product 30 person are preferred 1kg product 20 person are preferred 250gm
product
According to servey20 person are select product of itrsquos availability pack size 40
person are select product of itrsquos price pack size 25 person are select product of itrsquos
family pack size 15 person are select product of itrsquos storage pack size
According to servey30 People are purchase product after one month 55 People are
purchase product after two months 15 People are purchase product after six months
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9094
90
LIMITATIONS
No study is free from limitations The limitations of this study can be
Sample size taken is small and may not be sufficient to predict theresults with 100 accuracy
The result is based on primary and secondary data that has itrsquos own limitations
The study only covers the area of Delhi that may not beapplicable to other areas
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9194
91
RECOMMENDATIONS
Focus on growing core brands across categories
Reaching out to new geographies within Hapur area
Improve operational efficiencies by leveraging technology
Be the preferred company to meet the health and personal grooming needs of
our target consumers with safe efficacious natural solutions by synthesizing the
deep knowledge of ayurveda and herbs with modern science
Provide consumers with innovative products within easy reach
Vatika hair care centre On the lines of Maricorsquos Kaya Skin Clinic Dabur
could start a venture called Vatika hair care centre which would provide total hair
care solutions It could have hair care experts to solve hair problemsServices could
include dandruff treatment straightening of hair treatment for split endsetc
Position Dabur Chyawanprash as not more of a medicine but as something
which is necessary for health
More initiatives like ldquo Dabur ki Deewarrdquo to increase brand visibility It is an
initiative to occupy shelf space
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9294
92
BIBLIOGRAPHY
Books
Marketing Management Twelfth Edition ndash Philip Kotler amp Kevin Lane Keller
Websites
wwwgooglecom
wwwdaburcom
wwwtutor2unet
wwwbrandchannelcom
The time of india
Forbs magazing
Hinustan time
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9394
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9494
YES NO
7Which pack size do you prefer
YES NO
8On what parameters do you choose this pack size
YES NO
9 how do u increase the company position
YES NO
10 how you increase your company position in market agains other company
YES NO
![Page 72: Making by Th Harsh Pandit](https://reader033.vdocuments.mx/reader033/viewer/2022052406/577cd3191a28ab9e7896af7d/html5/thumbnails/72.jpg)
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7294
72
SWOT ANALYSIS OF DABUR
STRENGTHS
Strong presence in well defined
niches( like value added Hair Oil and
Ayurveda specialities)
Core knowledge of Ayurveda as
competitive advantage
Strong Brand Image
Product Development Strength
Strong Distribution Network
Extensive Supply Chain
IT Initiatives
R amp D ndash a key strength
WEAKNESS
Seasonal Demand( like
chyawanprash in winter and Vatika not
in winter)
Low Penetration(Chyawanprash)
High price(Vatika)
Limited differentiation (Vatika)
Unbranded players account for
the 23rd of the total market(Vatika)
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7394
73
OPPORTUNITIES
Untapped
Market(Chyawanprash)
Market Development
Export opportunities
Innovation
Increasing income level of the
middle class Creating additional consumption
pattern
THREATS
Existing Competition( like
Himani baidyanath and Zandu for
Dabur Chyawanprash and MaricoKeo
Karpin HLL and Bajaj for Vatika Hair Oil)
New Entrants
Threat from substitutes (like
Bryllcream for Vatika hair oil)
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7494
74
OBJECTIVE OF THE STUDY
The major objective of the survey is to collect the data from outlets in the
specified areas where cold drinks are to be sold
To make an assessment of availability of several brands of dabur in
different packs and size in the specified areas
To make an assessment of market presence program of the dabur
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7594
75
Research Methodology
Data collection
Sample unit
1) working people (including men amp women) amp housewife
2) college students
3) school students
4) senior citizens
5) Retailer
Sample size
1 working people amp housewife 30
2 college students 25
3 school students 20
4 senior citizens 15
5 Retailer 10
Sampling techniques
Judgmental sampling techniques used
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7694
76
Sampling region
Sampling region will be DELHI in rural area
Data collection method
1 Primary data It will be collected with the help of a self administered
questionnaire
2 Secondary data it will be collected with the help of books research
papers magazines news papers journals internet etc
3
Research instruments
Questionnaire design
As the questionnaire is self administrated one the survey will be simple and user
friendly Words used in questionnaire will be readily understandable to all
respondent Also technical jargons will be avoided to ensure that there is no
confusion for respondents
Data Analysis - Data analysis will be done with the help of MS Excel and SPSS
Software
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7794
77
DATA ANALYSIS
DABUR CHYAWANPRASH
1 AWARNESS LEVEL
I
NTERPRETATION-
According to serveyAll person are know the dabur100 person of dabur65
person kmow the Baidyanathamp Dabur 40 people of HimaniBaidyanath and
Dabur 60 person of ZanduHimaniBaidyanath and Dabur
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7894
78
2 PREFERRED BRAND
INTERPRETATION-
According to servey60 person are preferred dabur product 15 person are
preferred Baidynath product 15 person are preferred Himani product 10 person
are preferred Zandu
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7994
79
3SATISFACTION LEVEL
INTERPRETATION-
According to servey100 satisfaction level of dabur product 80 satisfaction level
of Baidynath product 80 satisfaction level of Himani product
60 satisfaction level of Zandu product
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8094
80
4 REASONS FOR SELECTING A PARTICULAR BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8194
81
5HOW DID YOU COME TO KNOW ABOUT THIS BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8294
82
6 PREFERRED PACK SIZE
INTERPRETATION-
According to servey50 person are preferred 500gm product 30 person are
preferred 1kg product 20 person are preferred 250gm product
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8394
83
8 REASON TO SELECT PREFERRED PACK SIZE
INTERPRETATION-
According to servey20 person are select product of itrsquos availability pack size
40 person are select product of itrsquos price pack size 25 person are select
product of itrsquos family pack size 15 person are select product of itrsquos storage
pack size
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8494
84
9 FREQUENCY OF
PURCHASE
INTERPRETATION-
According to servey30 People are purchase product after one month 55
People are purchase product after two months 15 People are purchase
product after six months
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8594
85
COMPETITOR ANALYSIS
The key competitorrsquos of Dabur in the Chyawanprash segment are Baidyanath
Zandu and Himani which together with Dabur have about 85 of Indias domestic
market
Dabur is Indias largest Ayurvedic medicine supplier and the fourth largest
producer of FMCG It was established in 1884 and had grown to a business level
in 2003 of about 650 million dollars per year though only a fraction of that is
involved with Ayurvedic medicine Dabur Chyawanprash (herbal honey) has a
market share of 61We have tried to analyse the competition for Dabur in the
Chyawanprash segment as follows
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8694
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8794
87
The Himani Group
It founded in 1974 provides a diverse range of products doing 110 million dollars
of business annually though only a portion is involved with Ayurvedic products
through its Himani line the company is mainly involved with toiletries and
cosmetics but also provides Chyawanprash and other health productsIts market
share is 12
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8894
88
CONCLUSIONS
The Chyawanprash Industry is yet to capture the beverage market in full swing Packed Chyawanprash
followed by Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts the market The consumerrsquos patriotic love for tea and coffee is unfared
Chyawanprash are yet to establish their supplement use in the average household here in lies the great
opportunities Within the market it is safe to conclude that dabur has hit off ratherwell with the
masses
dabur has clearly lost it head start advantage and thereby acquiring just 35 of the market share while
others enjoys rest of the market share This could be well attributed to dabor successful ATA
(Availability Taste and Affordability) marketing module the attributes most rated by the consumersLack of publicity has hampered the growth progress of the brand so aggressive advertising is needed to
promote Chyawanprash and vatika hair oil brand
The brands such as that of Chyawanprash by vednath Chyawanprash with its lsquosonacahndi lsquoMinute-
madersquo and also US food giantssDel Monte are ready to hit the Chyawanprash market very soon
As the strategies of the companies keeps on changing be it in Chyawanprash industry a company has
to create perceptions and cover them into realities It is an expensive proposition requiring huge
expenditure on advertising sponsorships and media Thus the ideal company will be the one which
combines the high end technology with consumer insight
As 16 of the excise duty is exempted on food products in this budget Many food companies including
Dabur got benefited from it On the analysis of survey it was found that target Market of Chyawanprash
want quality benefit rather then Price benefit so it is better to stress on quality rather than on
decreasing price to increase sales and profit
To increase market share Dabur should give slight price benefit on Dabur brand so that customers of
other Juice brand should switch from other brand to Dabur brand
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8994
89
Findings
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey100 satisfaction level of dabur product 80 satisfaction level of
Baidynath product 80 satisfaction level of Himani product 60 satisfaction level of
Zandu product
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis According to servey50 person are preferred 500gm
product 30 person are preferred 1kg product 20 person are preferred 250gm
product
According to servey20 person are select product of itrsquos availability pack size 40
person are select product of itrsquos price pack size 25 person are select product of itrsquos
family pack size 15 person are select product of itrsquos storage pack size
According to servey30 People are purchase product after one month 55 People are
purchase product after two months 15 People are purchase product after six months
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9094
90
LIMITATIONS
No study is free from limitations The limitations of this study can be
Sample size taken is small and may not be sufficient to predict theresults with 100 accuracy
The result is based on primary and secondary data that has itrsquos own limitations
The study only covers the area of Delhi that may not beapplicable to other areas
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9194
91
RECOMMENDATIONS
Focus on growing core brands across categories
Reaching out to new geographies within Hapur area
Improve operational efficiencies by leveraging technology
Be the preferred company to meet the health and personal grooming needs of
our target consumers with safe efficacious natural solutions by synthesizing the
deep knowledge of ayurveda and herbs with modern science
Provide consumers with innovative products within easy reach
Vatika hair care centre On the lines of Maricorsquos Kaya Skin Clinic Dabur
could start a venture called Vatika hair care centre which would provide total hair
care solutions It could have hair care experts to solve hair problemsServices could
include dandruff treatment straightening of hair treatment for split endsetc
Position Dabur Chyawanprash as not more of a medicine but as something
which is necessary for health
More initiatives like ldquo Dabur ki Deewarrdquo to increase brand visibility It is an
initiative to occupy shelf space
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9294
92
BIBLIOGRAPHY
Books
Marketing Management Twelfth Edition ndash Philip Kotler amp Kevin Lane Keller
Websites
wwwgooglecom
wwwdaburcom
wwwtutor2unet
wwwbrandchannelcom
The time of india
Forbs magazing
Hinustan time
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9394
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9494
YES NO
7Which pack size do you prefer
YES NO
8On what parameters do you choose this pack size
YES NO
9 how do u increase the company position
YES NO
10 how you increase your company position in market agains other company
YES NO
![Page 73: Making by Th Harsh Pandit](https://reader033.vdocuments.mx/reader033/viewer/2022052406/577cd3191a28ab9e7896af7d/html5/thumbnails/73.jpg)
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7394
73
OPPORTUNITIES
Untapped
Market(Chyawanprash)
Market Development
Export opportunities
Innovation
Increasing income level of the
middle class Creating additional consumption
pattern
THREATS
Existing Competition( like
Himani baidyanath and Zandu for
Dabur Chyawanprash and MaricoKeo
Karpin HLL and Bajaj for Vatika Hair Oil)
New Entrants
Threat from substitutes (like
Bryllcream for Vatika hair oil)
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7494
74
OBJECTIVE OF THE STUDY
The major objective of the survey is to collect the data from outlets in the
specified areas where cold drinks are to be sold
To make an assessment of availability of several brands of dabur in
different packs and size in the specified areas
To make an assessment of market presence program of the dabur
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7594
75
Research Methodology
Data collection
Sample unit
1) working people (including men amp women) amp housewife
2) college students
3) school students
4) senior citizens
5) Retailer
Sample size
1 working people amp housewife 30
2 college students 25
3 school students 20
4 senior citizens 15
5 Retailer 10
Sampling techniques
Judgmental sampling techniques used
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7694
76
Sampling region
Sampling region will be DELHI in rural area
Data collection method
1 Primary data It will be collected with the help of a self administered
questionnaire
2 Secondary data it will be collected with the help of books research
papers magazines news papers journals internet etc
3
Research instruments
Questionnaire design
As the questionnaire is self administrated one the survey will be simple and user
friendly Words used in questionnaire will be readily understandable to all
respondent Also technical jargons will be avoided to ensure that there is no
confusion for respondents
Data Analysis - Data analysis will be done with the help of MS Excel and SPSS
Software
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7794
77
DATA ANALYSIS
DABUR CHYAWANPRASH
1 AWARNESS LEVEL
I
NTERPRETATION-
According to serveyAll person are know the dabur100 person of dabur65
person kmow the Baidyanathamp Dabur 40 people of HimaniBaidyanath and
Dabur 60 person of ZanduHimaniBaidyanath and Dabur
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7894
78
2 PREFERRED BRAND
INTERPRETATION-
According to servey60 person are preferred dabur product 15 person are
preferred Baidynath product 15 person are preferred Himani product 10 person
are preferred Zandu
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7994
79
3SATISFACTION LEVEL
INTERPRETATION-
According to servey100 satisfaction level of dabur product 80 satisfaction level
of Baidynath product 80 satisfaction level of Himani product
60 satisfaction level of Zandu product
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8094
80
4 REASONS FOR SELECTING A PARTICULAR BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8194
81
5HOW DID YOU COME TO KNOW ABOUT THIS BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8294
82
6 PREFERRED PACK SIZE
INTERPRETATION-
According to servey50 person are preferred 500gm product 30 person are
preferred 1kg product 20 person are preferred 250gm product
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8394
83
8 REASON TO SELECT PREFERRED PACK SIZE
INTERPRETATION-
According to servey20 person are select product of itrsquos availability pack size
40 person are select product of itrsquos price pack size 25 person are select
product of itrsquos family pack size 15 person are select product of itrsquos storage
pack size
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8494
84
9 FREQUENCY OF
PURCHASE
INTERPRETATION-
According to servey30 People are purchase product after one month 55
People are purchase product after two months 15 People are purchase
product after six months
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8594
85
COMPETITOR ANALYSIS
The key competitorrsquos of Dabur in the Chyawanprash segment are Baidyanath
Zandu and Himani which together with Dabur have about 85 of Indias domestic
market
Dabur is Indias largest Ayurvedic medicine supplier and the fourth largest
producer of FMCG It was established in 1884 and had grown to a business level
in 2003 of about 650 million dollars per year though only a fraction of that is
involved with Ayurvedic medicine Dabur Chyawanprash (herbal honey) has a
market share of 61We have tried to analyse the competition for Dabur in the
Chyawanprash segment as follows
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8694
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8794
87
The Himani Group
It founded in 1974 provides a diverse range of products doing 110 million dollars
of business annually though only a portion is involved with Ayurvedic products
through its Himani line the company is mainly involved with toiletries and
cosmetics but also provides Chyawanprash and other health productsIts market
share is 12
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8894
88
CONCLUSIONS
The Chyawanprash Industry is yet to capture the beverage market in full swing Packed Chyawanprash
followed by Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts the market The consumerrsquos patriotic love for tea and coffee is unfared
Chyawanprash are yet to establish their supplement use in the average household here in lies the great
opportunities Within the market it is safe to conclude that dabur has hit off ratherwell with the
masses
dabur has clearly lost it head start advantage and thereby acquiring just 35 of the market share while
others enjoys rest of the market share This could be well attributed to dabor successful ATA
(Availability Taste and Affordability) marketing module the attributes most rated by the consumersLack of publicity has hampered the growth progress of the brand so aggressive advertising is needed to
promote Chyawanprash and vatika hair oil brand
The brands such as that of Chyawanprash by vednath Chyawanprash with its lsquosonacahndi lsquoMinute-
madersquo and also US food giantssDel Monte are ready to hit the Chyawanprash market very soon
As the strategies of the companies keeps on changing be it in Chyawanprash industry a company has
to create perceptions and cover them into realities It is an expensive proposition requiring huge
expenditure on advertising sponsorships and media Thus the ideal company will be the one which
combines the high end technology with consumer insight
As 16 of the excise duty is exempted on food products in this budget Many food companies including
Dabur got benefited from it On the analysis of survey it was found that target Market of Chyawanprash
want quality benefit rather then Price benefit so it is better to stress on quality rather than on
decreasing price to increase sales and profit
To increase market share Dabur should give slight price benefit on Dabur brand so that customers of
other Juice brand should switch from other brand to Dabur brand
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8994
89
Findings
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey100 satisfaction level of dabur product 80 satisfaction level of
Baidynath product 80 satisfaction level of Himani product 60 satisfaction level of
Zandu product
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis According to servey50 person are preferred 500gm
product 30 person are preferred 1kg product 20 person are preferred 250gm
product
According to servey20 person are select product of itrsquos availability pack size 40
person are select product of itrsquos price pack size 25 person are select product of itrsquos
family pack size 15 person are select product of itrsquos storage pack size
According to servey30 People are purchase product after one month 55 People are
purchase product after two months 15 People are purchase product after six months
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9094
90
LIMITATIONS
No study is free from limitations The limitations of this study can be
Sample size taken is small and may not be sufficient to predict theresults with 100 accuracy
The result is based on primary and secondary data that has itrsquos own limitations
The study only covers the area of Delhi that may not beapplicable to other areas
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9194
91
RECOMMENDATIONS
Focus on growing core brands across categories
Reaching out to new geographies within Hapur area
Improve operational efficiencies by leveraging technology
Be the preferred company to meet the health and personal grooming needs of
our target consumers with safe efficacious natural solutions by synthesizing the
deep knowledge of ayurveda and herbs with modern science
Provide consumers with innovative products within easy reach
Vatika hair care centre On the lines of Maricorsquos Kaya Skin Clinic Dabur
could start a venture called Vatika hair care centre which would provide total hair
care solutions It could have hair care experts to solve hair problemsServices could
include dandruff treatment straightening of hair treatment for split endsetc
Position Dabur Chyawanprash as not more of a medicine but as something
which is necessary for health
More initiatives like ldquo Dabur ki Deewarrdquo to increase brand visibility It is an
initiative to occupy shelf space
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9294
92
BIBLIOGRAPHY
Books
Marketing Management Twelfth Edition ndash Philip Kotler amp Kevin Lane Keller
Websites
wwwgooglecom
wwwdaburcom
wwwtutor2unet
wwwbrandchannelcom
The time of india
Forbs magazing
Hinustan time
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9394
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9494
YES NO
7Which pack size do you prefer
YES NO
8On what parameters do you choose this pack size
YES NO
9 how do u increase the company position
YES NO
10 how you increase your company position in market agains other company
YES NO
![Page 74: Making by Th Harsh Pandit](https://reader033.vdocuments.mx/reader033/viewer/2022052406/577cd3191a28ab9e7896af7d/html5/thumbnails/74.jpg)
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7494
74
OBJECTIVE OF THE STUDY
The major objective of the survey is to collect the data from outlets in the
specified areas where cold drinks are to be sold
To make an assessment of availability of several brands of dabur in
different packs and size in the specified areas
To make an assessment of market presence program of the dabur
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7594
75
Research Methodology
Data collection
Sample unit
1) working people (including men amp women) amp housewife
2) college students
3) school students
4) senior citizens
5) Retailer
Sample size
1 working people amp housewife 30
2 college students 25
3 school students 20
4 senior citizens 15
5 Retailer 10
Sampling techniques
Judgmental sampling techniques used
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7694
76
Sampling region
Sampling region will be DELHI in rural area
Data collection method
1 Primary data It will be collected with the help of a self administered
questionnaire
2 Secondary data it will be collected with the help of books research
papers magazines news papers journals internet etc
3
Research instruments
Questionnaire design
As the questionnaire is self administrated one the survey will be simple and user
friendly Words used in questionnaire will be readily understandable to all
respondent Also technical jargons will be avoided to ensure that there is no
confusion for respondents
Data Analysis - Data analysis will be done with the help of MS Excel and SPSS
Software
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7794
77
DATA ANALYSIS
DABUR CHYAWANPRASH
1 AWARNESS LEVEL
I
NTERPRETATION-
According to serveyAll person are know the dabur100 person of dabur65
person kmow the Baidyanathamp Dabur 40 people of HimaniBaidyanath and
Dabur 60 person of ZanduHimaniBaidyanath and Dabur
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7894
78
2 PREFERRED BRAND
INTERPRETATION-
According to servey60 person are preferred dabur product 15 person are
preferred Baidynath product 15 person are preferred Himani product 10 person
are preferred Zandu
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7994
79
3SATISFACTION LEVEL
INTERPRETATION-
According to servey100 satisfaction level of dabur product 80 satisfaction level
of Baidynath product 80 satisfaction level of Himani product
60 satisfaction level of Zandu product
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8094
80
4 REASONS FOR SELECTING A PARTICULAR BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8194
81
5HOW DID YOU COME TO KNOW ABOUT THIS BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8294
82
6 PREFERRED PACK SIZE
INTERPRETATION-
According to servey50 person are preferred 500gm product 30 person are
preferred 1kg product 20 person are preferred 250gm product
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8394
83
8 REASON TO SELECT PREFERRED PACK SIZE
INTERPRETATION-
According to servey20 person are select product of itrsquos availability pack size
40 person are select product of itrsquos price pack size 25 person are select
product of itrsquos family pack size 15 person are select product of itrsquos storage
pack size
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8494
84
9 FREQUENCY OF
PURCHASE
INTERPRETATION-
According to servey30 People are purchase product after one month 55
People are purchase product after two months 15 People are purchase
product after six months
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8594
85
COMPETITOR ANALYSIS
The key competitorrsquos of Dabur in the Chyawanprash segment are Baidyanath
Zandu and Himani which together with Dabur have about 85 of Indias domestic
market
Dabur is Indias largest Ayurvedic medicine supplier and the fourth largest
producer of FMCG It was established in 1884 and had grown to a business level
in 2003 of about 650 million dollars per year though only a fraction of that is
involved with Ayurvedic medicine Dabur Chyawanprash (herbal honey) has a
market share of 61We have tried to analyse the competition for Dabur in the
Chyawanprash segment as follows
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8694
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8794
87
The Himani Group
It founded in 1974 provides a diverse range of products doing 110 million dollars
of business annually though only a portion is involved with Ayurvedic products
through its Himani line the company is mainly involved with toiletries and
cosmetics but also provides Chyawanprash and other health productsIts market
share is 12
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8894
88
CONCLUSIONS
The Chyawanprash Industry is yet to capture the beverage market in full swing Packed Chyawanprash
followed by Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts the market The consumerrsquos patriotic love for tea and coffee is unfared
Chyawanprash are yet to establish their supplement use in the average household here in lies the great
opportunities Within the market it is safe to conclude that dabur has hit off ratherwell with the
masses
dabur has clearly lost it head start advantage and thereby acquiring just 35 of the market share while
others enjoys rest of the market share This could be well attributed to dabor successful ATA
(Availability Taste and Affordability) marketing module the attributes most rated by the consumersLack of publicity has hampered the growth progress of the brand so aggressive advertising is needed to
promote Chyawanprash and vatika hair oil brand
The brands such as that of Chyawanprash by vednath Chyawanprash with its lsquosonacahndi lsquoMinute-
madersquo and also US food giantssDel Monte are ready to hit the Chyawanprash market very soon
As the strategies of the companies keeps on changing be it in Chyawanprash industry a company has
to create perceptions and cover them into realities It is an expensive proposition requiring huge
expenditure on advertising sponsorships and media Thus the ideal company will be the one which
combines the high end technology with consumer insight
As 16 of the excise duty is exempted on food products in this budget Many food companies including
Dabur got benefited from it On the analysis of survey it was found that target Market of Chyawanprash
want quality benefit rather then Price benefit so it is better to stress on quality rather than on
decreasing price to increase sales and profit
To increase market share Dabur should give slight price benefit on Dabur brand so that customers of
other Juice brand should switch from other brand to Dabur brand
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8994
89
Findings
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey100 satisfaction level of dabur product 80 satisfaction level of
Baidynath product 80 satisfaction level of Himani product 60 satisfaction level of
Zandu product
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis According to servey50 person are preferred 500gm
product 30 person are preferred 1kg product 20 person are preferred 250gm
product
According to servey20 person are select product of itrsquos availability pack size 40
person are select product of itrsquos price pack size 25 person are select product of itrsquos
family pack size 15 person are select product of itrsquos storage pack size
According to servey30 People are purchase product after one month 55 People are
purchase product after two months 15 People are purchase product after six months
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9094
90
LIMITATIONS
No study is free from limitations The limitations of this study can be
Sample size taken is small and may not be sufficient to predict theresults with 100 accuracy
The result is based on primary and secondary data that has itrsquos own limitations
The study only covers the area of Delhi that may not beapplicable to other areas
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9194
91
RECOMMENDATIONS
Focus on growing core brands across categories
Reaching out to new geographies within Hapur area
Improve operational efficiencies by leveraging technology
Be the preferred company to meet the health and personal grooming needs of
our target consumers with safe efficacious natural solutions by synthesizing the
deep knowledge of ayurveda and herbs with modern science
Provide consumers with innovative products within easy reach
Vatika hair care centre On the lines of Maricorsquos Kaya Skin Clinic Dabur
could start a venture called Vatika hair care centre which would provide total hair
care solutions It could have hair care experts to solve hair problemsServices could
include dandruff treatment straightening of hair treatment for split endsetc
Position Dabur Chyawanprash as not more of a medicine but as something
which is necessary for health
More initiatives like ldquo Dabur ki Deewarrdquo to increase brand visibility It is an
initiative to occupy shelf space
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9294
92
BIBLIOGRAPHY
Books
Marketing Management Twelfth Edition ndash Philip Kotler amp Kevin Lane Keller
Websites
wwwgooglecom
wwwdaburcom
wwwtutor2unet
wwwbrandchannelcom
The time of india
Forbs magazing
Hinustan time
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9394
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9494
YES NO
7Which pack size do you prefer
YES NO
8On what parameters do you choose this pack size
YES NO
9 how do u increase the company position
YES NO
10 how you increase your company position in market agains other company
YES NO
![Page 75: Making by Th Harsh Pandit](https://reader033.vdocuments.mx/reader033/viewer/2022052406/577cd3191a28ab9e7896af7d/html5/thumbnails/75.jpg)
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7594
75
Research Methodology
Data collection
Sample unit
1) working people (including men amp women) amp housewife
2) college students
3) school students
4) senior citizens
5) Retailer
Sample size
1 working people amp housewife 30
2 college students 25
3 school students 20
4 senior citizens 15
5 Retailer 10
Sampling techniques
Judgmental sampling techniques used
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7694
76
Sampling region
Sampling region will be DELHI in rural area
Data collection method
1 Primary data It will be collected with the help of a self administered
questionnaire
2 Secondary data it will be collected with the help of books research
papers magazines news papers journals internet etc
3
Research instruments
Questionnaire design
As the questionnaire is self administrated one the survey will be simple and user
friendly Words used in questionnaire will be readily understandable to all
respondent Also technical jargons will be avoided to ensure that there is no
confusion for respondents
Data Analysis - Data analysis will be done with the help of MS Excel and SPSS
Software
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7794
77
DATA ANALYSIS
DABUR CHYAWANPRASH
1 AWARNESS LEVEL
I
NTERPRETATION-
According to serveyAll person are know the dabur100 person of dabur65
person kmow the Baidyanathamp Dabur 40 people of HimaniBaidyanath and
Dabur 60 person of ZanduHimaniBaidyanath and Dabur
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7894
78
2 PREFERRED BRAND
INTERPRETATION-
According to servey60 person are preferred dabur product 15 person are
preferred Baidynath product 15 person are preferred Himani product 10 person
are preferred Zandu
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7994
79
3SATISFACTION LEVEL
INTERPRETATION-
According to servey100 satisfaction level of dabur product 80 satisfaction level
of Baidynath product 80 satisfaction level of Himani product
60 satisfaction level of Zandu product
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8094
80
4 REASONS FOR SELECTING A PARTICULAR BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8194
81
5HOW DID YOU COME TO KNOW ABOUT THIS BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8294
82
6 PREFERRED PACK SIZE
INTERPRETATION-
According to servey50 person are preferred 500gm product 30 person are
preferred 1kg product 20 person are preferred 250gm product
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8394
83
8 REASON TO SELECT PREFERRED PACK SIZE
INTERPRETATION-
According to servey20 person are select product of itrsquos availability pack size
40 person are select product of itrsquos price pack size 25 person are select
product of itrsquos family pack size 15 person are select product of itrsquos storage
pack size
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8494
84
9 FREQUENCY OF
PURCHASE
INTERPRETATION-
According to servey30 People are purchase product after one month 55
People are purchase product after two months 15 People are purchase
product after six months
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8594
85
COMPETITOR ANALYSIS
The key competitorrsquos of Dabur in the Chyawanprash segment are Baidyanath
Zandu and Himani which together with Dabur have about 85 of Indias domestic
market
Dabur is Indias largest Ayurvedic medicine supplier and the fourth largest
producer of FMCG It was established in 1884 and had grown to a business level
in 2003 of about 650 million dollars per year though only a fraction of that is
involved with Ayurvedic medicine Dabur Chyawanprash (herbal honey) has a
market share of 61We have tried to analyse the competition for Dabur in the
Chyawanprash segment as follows
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8694
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8794
87
The Himani Group
It founded in 1974 provides a diverse range of products doing 110 million dollars
of business annually though only a portion is involved with Ayurvedic products
through its Himani line the company is mainly involved with toiletries and
cosmetics but also provides Chyawanprash and other health productsIts market
share is 12
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8894
88
CONCLUSIONS
The Chyawanprash Industry is yet to capture the beverage market in full swing Packed Chyawanprash
followed by Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts the market The consumerrsquos patriotic love for tea and coffee is unfared
Chyawanprash are yet to establish their supplement use in the average household here in lies the great
opportunities Within the market it is safe to conclude that dabur has hit off ratherwell with the
masses
dabur has clearly lost it head start advantage and thereby acquiring just 35 of the market share while
others enjoys rest of the market share This could be well attributed to dabor successful ATA
(Availability Taste and Affordability) marketing module the attributes most rated by the consumersLack of publicity has hampered the growth progress of the brand so aggressive advertising is needed to
promote Chyawanprash and vatika hair oil brand
The brands such as that of Chyawanprash by vednath Chyawanprash with its lsquosonacahndi lsquoMinute-
madersquo and also US food giantssDel Monte are ready to hit the Chyawanprash market very soon
As the strategies of the companies keeps on changing be it in Chyawanprash industry a company has
to create perceptions and cover them into realities It is an expensive proposition requiring huge
expenditure on advertising sponsorships and media Thus the ideal company will be the one which
combines the high end technology with consumer insight
As 16 of the excise duty is exempted on food products in this budget Many food companies including
Dabur got benefited from it On the analysis of survey it was found that target Market of Chyawanprash
want quality benefit rather then Price benefit so it is better to stress on quality rather than on
decreasing price to increase sales and profit
To increase market share Dabur should give slight price benefit on Dabur brand so that customers of
other Juice brand should switch from other brand to Dabur brand
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8994
89
Findings
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey100 satisfaction level of dabur product 80 satisfaction level of
Baidynath product 80 satisfaction level of Himani product 60 satisfaction level of
Zandu product
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis According to servey50 person are preferred 500gm
product 30 person are preferred 1kg product 20 person are preferred 250gm
product
According to servey20 person are select product of itrsquos availability pack size 40
person are select product of itrsquos price pack size 25 person are select product of itrsquos
family pack size 15 person are select product of itrsquos storage pack size
According to servey30 People are purchase product after one month 55 People are
purchase product after two months 15 People are purchase product after six months
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9094
90
LIMITATIONS
No study is free from limitations The limitations of this study can be
Sample size taken is small and may not be sufficient to predict theresults with 100 accuracy
The result is based on primary and secondary data that has itrsquos own limitations
The study only covers the area of Delhi that may not beapplicable to other areas
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9194
91
RECOMMENDATIONS
Focus on growing core brands across categories
Reaching out to new geographies within Hapur area
Improve operational efficiencies by leveraging technology
Be the preferred company to meet the health and personal grooming needs of
our target consumers with safe efficacious natural solutions by synthesizing the
deep knowledge of ayurveda and herbs with modern science
Provide consumers with innovative products within easy reach
Vatika hair care centre On the lines of Maricorsquos Kaya Skin Clinic Dabur
could start a venture called Vatika hair care centre which would provide total hair
care solutions It could have hair care experts to solve hair problemsServices could
include dandruff treatment straightening of hair treatment for split endsetc
Position Dabur Chyawanprash as not more of a medicine but as something
which is necessary for health
More initiatives like ldquo Dabur ki Deewarrdquo to increase brand visibility It is an
initiative to occupy shelf space
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9294
92
BIBLIOGRAPHY
Books
Marketing Management Twelfth Edition ndash Philip Kotler amp Kevin Lane Keller
Websites
wwwgooglecom
wwwdaburcom
wwwtutor2unet
wwwbrandchannelcom
The time of india
Forbs magazing
Hinustan time
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9394
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9494
YES NO
7Which pack size do you prefer
YES NO
8On what parameters do you choose this pack size
YES NO
9 how do u increase the company position
YES NO
10 how you increase your company position in market agains other company
YES NO
![Page 76: Making by Th Harsh Pandit](https://reader033.vdocuments.mx/reader033/viewer/2022052406/577cd3191a28ab9e7896af7d/html5/thumbnails/76.jpg)
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7694
76
Sampling region
Sampling region will be DELHI in rural area
Data collection method
1 Primary data It will be collected with the help of a self administered
questionnaire
2 Secondary data it will be collected with the help of books research
papers magazines news papers journals internet etc
3
Research instruments
Questionnaire design
As the questionnaire is self administrated one the survey will be simple and user
friendly Words used in questionnaire will be readily understandable to all
respondent Also technical jargons will be avoided to ensure that there is no
confusion for respondents
Data Analysis - Data analysis will be done with the help of MS Excel and SPSS
Software
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7794
77
DATA ANALYSIS
DABUR CHYAWANPRASH
1 AWARNESS LEVEL
I
NTERPRETATION-
According to serveyAll person are know the dabur100 person of dabur65
person kmow the Baidyanathamp Dabur 40 people of HimaniBaidyanath and
Dabur 60 person of ZanduHimaniBaidyanath and Dabur
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7894
78
2 PREFERRED BRAND
INTERPRETATION-
According to servey60 person are preferred dabur product 15 person are
preferred Baidynath product 15 person are preferred Himani product 10 person
are preferred Zandu
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7994
79
3SATISFACTION LEVEL
INTERPRETATION-
According to servey100 satisfaction level of dabur product 80 satisfaction level
of Baidynath product 80 satisfaction level of Himani product
60 satisfaction level of Zandu product
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8094
80
4 REASONS FOR SELECTING A PARTICULAR BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8194
81
5HOW DID YOU COME TO KNOW ABOUT THIS BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8294
82
6 PREFERRED PACK SIZE
INTERPRETATION-
According to servey50 person are preferred 500gm product 30 person are
preferred 1kg product 20 person are preferred 250gm product
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8394
83
8 REASON TO SELECT PREFERRED PACK SIZE
INTERPRETATION-
According to servey20 person are select product of itrsquos availability pack size
40 person are select product of itrsquos price pack size 25 person are select
product of itrsquos family pack size 15 person are select product of itrsquos storage
pack size
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8494
84
9 FREQUENCY OF
PURCHASE
INTERPRETATION-
According to servey30 People are purchase product after one month 55
People are purchase product after two months 15 People are purchase
product after six months
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8594
85
COMPETITOR ANALYSIS
The key competitorrsquos of Dabur in the Chyawanprash segment are Baidyanath
Zandu and Himani which together with Dabur have about 85 of Indias domestic
market
Dabur is Indias largest Ayurvedic medicine supplier and the fourth largest
producer of FMCG It was established in 1884 and had grown to a business level
in 2003 of about 650 million dollars per year though only a fraction of that is
involved with Ayurvedic medicine Dabur Chyawanprash (herbal honey) has a
market share of 61We have tried to analyse the competition for Dabur in the
Chyawanprash segment as follows
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8694
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8794
87
The Himani Group
It founded in 1974 provides a diverse range of products doing 110 million dollars
of business annually though only a portion is involved with Ayurvedic products
through its Himani line the company is mainly involved with toiletries and
cosmetics but also provides Chyawanprash and other health productsIts market
share is 12
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8894
88
CONCLUSIONS
The Chyawanprash Industry is yet to capture the beverage market in full swing Packed Chyawanprash
followed by Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts the market The consumerrsquos patriotic love for tea and coffee is unfared
Chyawanprash are yet to establish their supplement use in the average household here in lies the great
opportunities Within the market it is safe to conclude that dabur has hit off ratherwell with the
masses
dabur has clearly lost it head start advantage and thereby acquiring just 35 of the market share while
others enjoys rest of the market share This could be well attributed to dabor successful ATA
(Availability Taste and Affordability) marketing module the attributes most rated by the consumersLack of publicity has hampered the growth progress of the brand so aggressive advertising is needed to
promote Chyawanprash and vatika hair oil brand
The brands such as that of Chyawanprash by vednath Chyawanprash with its lsquosonacahndi lsquoMinute-
madersquo and also US food giantssDel Monte are ready to hit the Chyawanprash market very soon
As the strategies of the companies keeps on changing be it in Chyawanprash industry a company has
to create perceptions and cover them into realities It is an expensive proposition requiring huge
expenditure on advertising sponsorships and media Thus the ideal company will be the one which
combines the high end technology with consumer insight
As 16 of the excise duty is exempted on food products in this budget Many food companies including
Dabur got benefited from it On the analysis of survey it was found that target Market of Chyawanprash
want quality benefit rather then Price benefit so it is better to stress on quality rather than on
decreasing price to increase sales and profit
To increase market share Dabur should give slight price benefit on Dabur brand so that customers of
other Juice brand should switch from other brand to Dabur brand
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8994
89
Findings
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey100 satisfaction level of dabur product 80 satisfaction level of
Baidynath product 80 satisfaction level of Himani product 60 satisfaction level of
Zandu product
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis According to servey50 person are preferred 500gm
product 30 person are preferred 1kg product 20 person are preferred 250gm
product
According to servey20 person are select product of itrsquos availability pack size 40
person are select product of itrsquos price pack size 25 person are select product of itrsquos
family pack size 15 person are select product of itrsquos storage pack size
According to servey30 People are purchase product after one month 55 People are
purchase product after two months 15 People are purchase product after six months
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9094
90
LIMITATIONS
No study is free from limitations The limitations of this study can be
Sample size taken is small and may not be sufficient to predict theresults with 100 accuracy
The result is based on primary and secondary data that has itrsquos own limitations
The study only covers the area of Delhi that may not beapplicable to other areas
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9194
91
RECOMMENDATIONS
Focus on growing core brands across categories
Reaching out to new geographies within Hapur area
Improve operational efficiencies by leveraging technology
Be the preferred company to meet the health and personal grooming needs of
our target consumers with safe efficacious natural solutions by synthesizing the
deep knowledge of ayurveda and herbs with modern science
Provide consumers with innovative products within easy reach
Vatika hair care centre On the lines of Maricorsquos Kaya Skin Clinic Dabur
could start a venture called Vatika hair care centre which would provide total hair
care solutions It could have hair care experts to solve hair problemsServices could
include dandruff treatment straightening of hair treatment for split endsetc
Position Dabur Chyawanprash as not more of a medicine but as something
which is necessary for health
More initiatives like ldquo Dabur ki Deewarrdquo to increase brand visibility It is an
initiative to occupy shelf space
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9294
92
BIBLIOGRAPHY
Books
Marketing Management Twelfth Edition ndash Philip Kotler amp Kevin Lane Keller
Websites
wwwgooglecom
wwwdaburcom
wwwtutor2unet
wwwbrandchannelcom
The time of india
Forbs magazing
Hinustan time
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9394
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9494
YES NO
7Which pack size do you prefer
YES NO
8On what parameters do you choose this pack size
YES NO
9 how do u increase the company position
YES NO
10 how you increase your company position in market agains other company
YES NO
![Page 77: Making by Th Harsh Pandit](https://reader033.vdocuments.mx/reader033/viewer/2022052406/577cd3191a28ab9e7896af7d/html5/thumbnails/77.jpg)
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7794
77
DATA ANALYSIS
DABUR CHYAWANPRASH
1 AWARNESS LEVEL
I
NTERPRETATION-
According to serveyAll person are know the dabur100 person of dabur65
person kmow the Baidyanathamp Dabur 40 people of HimaniBaidyanath and
Dabur 60 person of ZanduHimaniBaidyanath and Dabur
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7894
78
2 PREFERRED BRAND
INTERPRETATION-
According to servey60 person are preferred dabur product 15 person are
preferred Baidynath product 15 person are preferred Himani product 10 person
are preferred Zandu
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7994
79
3SATISFACTION LEVEL
INTERPRETATION-
According to servey100 satisfaction level of dabur product 80 satisfaction level
of Baidynath product 80 satisfaction level of Himani product
60 satisfaction level of Zandu product
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8094
80
4 REASONS FOR SELECTING A PARTICULAR BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8194
81
5HOW DID YOU COME TO KNOW ABOUT THIS BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8294
82
6 PREFERRED PACK SIZE
INTERPRETATION-
According to servey50 person are preferred 500gm product 30 person are
preferred 1kg product 20 person are preferred 250gm product
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8394
83
8 REASON TO SELECT PREFERRED PACK SIZE
INTERPRETATION-
According to servey20 person are select product of itrsquos availability pack size
40 person are select product of itrsquos price pack size 25 person are select
product of itrsquos family pack size 15 person are select product of itrsquos storage
pack size
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8494
84
9 FREQUENCY OF
PURCHASE
INTERPRETATION-
According to servey30 People are purchase product after one month 55
People are purchase product after two months 15 People are purchase
product after six months
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8594
85
COMPETITOR ANALYSIS
The key competitorrsquos of Dabur in the Chyawanprash segment are Baidyanath
Zandu and Himani which together with Dabur have about 85 of Indias domestic
market
Dabur is Indias largest Ayurvedic medicine supplier and the fourth largest
producer of FMCG It was established in 1884 and had grown to a business level
in 2003 of about 650 million dollars per year though only a fraction of that is
involved with Ayurvedic medicine Dabur Chyawanprash (herbal honey) has a
market share of 61We have tried to analyse the competition for Dabur in the
Chyawanprash segment as follows
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8694
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8794
87
The Himani Group
It founded in 1974 provides a diverse range of products doing 110 million dollars
of business annually though only a portion is involved with Ayurvedic products
through its Himani line the company is mainly involved with toiletries and
cosmetics but also provides Chyawanprash and other health productsIts market
share is 12
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8894
88
CONCLUSIONS
The Chyawanprash Industry is yet to capture the beverage market in full swing Packed Chyawanprash
followed by Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts the market The consumerrsquos patriotic love for tea and coffee is unfared
Chyawanprash are yet to establish their supplement use in the average household here in lies the great
opportunities Within the market it is safe to conclude that dabur has hit off ratherwell with the
masses
dabur has clearly lost it head start advantage and thereby acquiring just 35 of the market share while
others enjoys rest of the market share This could be well attributed to dabor successful ATA
(Availability Taste and Affordability) marketing module the attributes most rated by the consumersLack of publicity has hampered the growth progress of the brand so aggressive advertising is needed to
promote Chyawanprash and vatika hair oil brand
The brands such as that of Chyawanprash by vednath Chyawanprash with its lsquosonacahndi lsquoMinute-
madersquo and also US food giantssDel Monte are ready to hit the Chyawanprash market very soon
As the strategies of the companies keeps on changing be it in Chyawanprash industry a company has
to create perceptions and cover them into realities It is an expensive proposition requiring huge
expenditure on advertising sponsorships and media Thus the ideal company will be the one which
combines the high end technology with consumer insight
As 16 of the excise duty is exempted on food products in this budget Many food companies including
Dabur got benefited from it On the analysis of survey it was found that target Market of Chyawanprash
want quality benefit rather then Price benefit so it is better to stress on quality rather than on
decreasing price to increase sales and profit
To increase market share Dabur should give slight price benefit on Dabur brand so that customers of
other Juice brand should switch from other brand to Dabur brand
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8994
89
Findings
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey100 satisfaction level of dabur product 80 satisfaction level of
Baidynath product 80 satisfaction level of Himani product 60 satisfaction level of
Zandu product
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis According to servey50 person are preferred 500gm
product 30 person are preferred 1kg product 20 person are preferred 250gm
product
According to servey20 person are select product of itrsquos availability pack size 40
person are select product of itrsquos price pack size 25 person are select product of itrsquos
family pack size 15 person are select product of itrsquos storage pack size
According to servey30 People are purchase product after one month 55 People are
purchase product after two months 15 People are purchase product after six months
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9094
90
LIMITATIONS
No study is free from limitations The limitations of this study can be
Sample size taken is small and may not be sufficient to predict theresults with 100 accuracy
The result is based on primary and secondary data that has itrsquos own limitations
The study only covers the area of Delhi that may not beapplicable to other areas
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9194
91
RECOMMENDATIONS
Focus on growing core brands across categories
Reaching out to new geographies within Hapur area
Improve operational efficiencies by leveraging technology
Be the preferred company to meet the health and personal grooming needs of
our target consumers with safe efficacious natural solutions by synthesizing the
deep knowledge of ayurveda and herbs with modern science
Provide consumers with innovative products within easy reach
Vatika hair care centre On the lines of Maricorsquos Kaya Skin Clinic Dabur
could start a venture called Vatika hair care centre which would provide total hair
care solutions It could have hair care experts to solve hair problemsServices could
include dandruff treatment straightening of hair treatment for split endsetc
Position Dabur Chyawanprash as not more of a medicine but as something
which is necessary for health
More initiatives like ldquo Dabur ki Deewarrdquo to increase brand visibility It is an
initiative to occupy shelf space
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9294
92
BIBLIOGRAPHY
Books
Marketing Management Twelfth Edition ndash Philip Kotler amp Kevin Lane Keller
Websites
wwwgooglecom
wwwdaburcom
wwwtutor2unet
wwwbrandchannelcom
The time of india
Forbs magazing
Hinustan time
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9394
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9494
YES NO
7Which pack size do you prefer
YES NO
8On what parameters do you choose this pack size
YES NO
9 how do u increase the company position
YES NO
10 how you increase your company position in market agains other company
YES NO
![Page 78: Making by Th Harsh Pandit](https://reader033.vdocuments.mx/reader033/viewer/2022052406/577cd3191a28ab9e7896af7d/html5/thumbnails/78.jpg)
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7894
78
2 PREFERRED BRAND
INTERPRETATION-
According to servey60 person are preferred dabur product 15 person are
preferred Baidynath product 15 person are preferred Himani product 10 person
are preferred Zandu
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7994
79
3SATISFACTION LEVEL
INTERPRETATION-
According to servey100 satisfaction level of dabur product 80 satisfaction level
of Baidynath product 80 satisfaction level of Himani product
60 satisfaction level of Zandu product
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8094
80
4 REASONS FOR SELECTING A PARTICULAR BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8194
81
5HOW DID YOU COME TO KNOW ABOUT THIS BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8294
82
6 PREFERRED PACK SIZE
INTERPRETATION-
According to servey50 person are preferred 500gm product 30 person are
preferred 1kg product 20 person are preferred 250gm product
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8394
83
8 REASON TO SELECT PREFERRED PACK SIZE
INTERPRETATION-
According to servey20 person are select product of itrsquos availability pack size
40 person are select product of itrsquos price pack size 25 person are select
product of itrsquos family pack size 15 person are select product of itrsquos storage
pack size
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8494
84
9 FREQUENCY OF
PURCHASE
INTERPRETATION-
According to servey30 People are purchase product after one month 55
People are purchase product after two months 15 People are purchase
product after six months
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8594
85
COMPETITOR ANALYSIS
The key competitorrsquos of Dabur in the Chyawanprash segment are Baidyanath
Zandu and Himani which together with Dabur have about 85 of Indias domestic
market
Dabur is Indias largest Ayurvedic medicine supplier and the fourth largest
producer of FMCG It was established in 1884 and had grown to a business level
in 2003 of about 650 million dollars per year though only a fraction of that is
involved with Ayurvedic medicine Dabur Chyawanprash (herbal honey) has a
market share of 61We have tried to analyse the competition for Dabur in the
Chyawanprash segment as follows
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8694
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8794
87
The Himani Group
It founded in 1974 provides a diverse range of products doing 110 million dollars
of business annually though only a portion is involved with Ayurvedic products
through its Himani line the company is mainly involved with toiletries and
cosmetics but also provides Chyawanprash and other health productsIts market
share is 12
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8894
88
CONCLUSIONS
The Chyawanprash Industry is yet to capture the beverage market in full swing Packed Chyawanprash
followed by Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts the market The consumerrsquos patriotic love for tea and coffee is unfared
Chyawanprash are yet to establish their supplement use in the average household here in lies the great
opportunities Within the market it is safe to conclude that dabur has hit off ratherwell with the
masses
dabur has clearly lost it head start advantage and thereby acquiring just 35 of the market share while
others enjoys rest of the market share This could be well attributed to dabor successful ATA
(Availability Taste and Affordability) marketing module the attributes most rated by the consumersLack of publicity has hampered the growth progress of the brand so aggressive advertising is needed to
promote Chyawanprash and vatika hair oil brand
The brands such as that of Chyawanprash by vednath Chyawanprash with its lsquosonacahndi lsquoMinute-
madersquo and also US food giantssDel Monte are ready to hit the Chyawanprash market very soon
As the strategies of the companies keeps on changing be it in Chyawanprash industry a company has
to create perceptions and cover them into realities It is an expensive proposition requiring huge
expenditure on advertising sponsorships and media Thus the ideal company will be the one which
combines the high end technology with consumer insight
As 16 of the excise duty is exempted on food products in this budget Many food companies including
Dabur got benefited from it On the analysis of survey it was found that target Market of Chyawanprash
want quality benefit rather then Price benefit so it is better to stress on quality rather than on
decreasing price to increase sales and profit
To increase market share Dabur should give slight price benefit on Dabur brand so that customers of
other Juice brand should switch from other brand to Dabur brand
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8994
89
Findings
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey100 satisfaction level of dabur product 80 satisfaction level of
Baidynath product 80 satisfaction level of Himani product 60 satisfaction level of
Zandu product
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis According to servey50 person are preferred 500gm
product 30 person are preferred 1kg product 20 person are preferred 250gm
product
According to servey20 person are select product of itrsquos availability pack size 40
person are select product of itrsquos price pack size 25 person are select product of itrsquos
family pack size 15 person are select product of itrsquos storage pack size
According to servey30 People are purchase product after one month 55 People are
purchase product after two months 15 People are purchase product after six months
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9094
90
LIMITATIONS
No study is free from limitations The limitations of this study can be
Sample size taken is small and may not be sufficient to predict theresults with 100 accuracy
The result is based on primary and secondary data that has itrsquos own limitations
The study only covers the area of Delhi that may not beapplicable to other areas
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9194
91
RECOMMENDATIONS
Focus on growing core brands across categories
Reaching out to new geographies within Hapur area
Improve operational efficiencies by leveraging technology
Be the preferred company to meet the health and personal grooming needs of
our target consumers with safe efficacious natural solutions by synthesizing the
deep knowledge of ayurveda and herbs with modern science
Provide consumers with innovative products within easy reach
Vatika hair care centre On the lines of Maricorsquos Kaya Skin Clinic Dabur
could start a venture called Vatika hair care centre which would provide total hair
care solutions It could have hair care experts to solve hair problemsServices could
include dandruff treatment straightening of hair treatment for split endsetc
Position Dabur Chyawanprash as not more of a medicine but as something
which is necessary for health
More initiatives like ldquo Dabur ki Deewarrdquo to increase brand visibility It is an
initiative to occupy shelf space
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9294
92
BIBLIOGRAPHY
Books
Marketing Management Twelfth Edition ndash Philip Kotler amp Kevin Lane Keller
Websites
wwwgooglecom
wwwdaburcom
wwwtutor2unet
wwwbrandchannelcom
The time of india
Forbs magazing
Hinustan time
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9394
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9494
YES NO
7Which pack size do you prefer
YES NO
8On what parameters do you choose this pack size
YES NO
9 how do u increase the company position
YES NO
10 how you increase your company position in market agains other company
YES NO
![Page 79: Making by Th Harsh Pandit](https://reader033.vdocuments.mx/reader033/viewer/2022052406/577cd3191a28ab9e7896af7d/html5/thumbnails/79.jpg)
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 7994
79
3SATISFACTION LEVEL
INTERPRETATION-
According to servey100 satisfaction level of dabur product 80 satisfaction level
of Baidynath product 80 satisfaction level of Himani product
60 satisfaction level of Zandu product
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8094
80
4 REASONS FOR SELECTING A PARTICULAR BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8194
81
5HOW DID YOU COME TO KNOW ABOUT THIS BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8294
82
6 PREFERRED PACK SIZE
INTERPRETATION-
According to servey50 person are preferred 500gm product 30 person are
preferred 1kg product 20 person are preferred 250gm product
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8394
83
8 REASON TO SELECT PREFERRED PACK SIZE
INTERPRETATION-
According to servey20 person are select product of itrsquos availability pack size
40 person are select product of itrsquos price pack size 25 person are select
product of itrsquos family pack size 15 person are select product of itrsquos storage
pack size
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8494
84
9 FREQUENCY OF
PURCHASE
INTERPRETATION-
According to servey30 People are purchase product after one month 55
People are purchase product after two months 15 People are purchase
product after six months
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8594
85
COMPETITOR ANALYSIS
The key competitorrsquos of Dabur in the Chyawanprash segment are Baidyanath
Zandu and Himani which together with Dabur have about 85 of Indias domestic
market
Dabur is Indias largest Ayurvedic medicine supplier and the fourth largest
producer of FMCG It was established in 1884 and had grown to a business level
in 2003 of about 650 million dollars per year though only a fraction of that is
involved with Ayurvedic medicine Dabur Chyawanprash (herbal honey) has a
market share of 61We have tried to analyse the competition for Dabur in the
Chyawanprash segment as follows
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8694
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8794
87
The Himani Group
It founded in 1974 provides a diverse range of products doing 110 million dollars
of business annually though only a portion is involved with Ayurvedic products
through its Himani line the company is mainly involved with toiletries and
cosmetics but also provides Chyawanprash and other health productsIts market
share is 12
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8894
88
CONCLUSIONS
The Chyawanprash Industry is yet to capture the beverage market in full swing Packed Chyawanprash
followed by Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts the market The consumerrsquos patriotic love for tea and coffee is unfared
Chyawanprash are yet to establish their supplement use in the average household here in lies the great
opportunities Within the market it is safe to conclude that dabur has hit off ratherwell with the
masses
dabur has clearly lost it head start advantage and thereby acquiring just 35 of the market share while
others enjoys rest of the market share This could be well attributed to dabor successful ATA
(Availability Taste and Affordability) marketing module the attributes most rated by the consumersLack of publicity has hampered the growth progress of the brand so aggressive advertising is needed to
promote Chyawanprash and vatika hair oil brand
The brands such as that of Chyawanprash by vednath Chyawanprash with its lsquosonacahndi lsquoMinute-
madersquo and also US food giantssDel Monte are ready to hit the Chyawanprash market very soon
As the strategies of the companies keeps on changing be it in Chyawanprash industry a company has
to create perceptions and cover them into realities It is an expensive proposition requiring huge
expenditure on advertising sponsorships and media Thus the ideal company will be the one which
combines the high end technology with consumer insight
As 16 of the excise duty is exempted on food products in this budget Many food companies including
Dabur got benefited from it On the analysis of survey it was found that target Market of Chyawanprash
want quality benefit rather then Price benefit so it is better to stress on quality rather than on
decreasing price to increase sales and profit
To increase market share Dabur should give slight price benefit on Dabur brand so that customers of
other Juice brand should switch from other brand to Dabur brand
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8994
89
Findings
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey100 satisfaction level of dabur product 80 satisfaction level of
Baidynath product 80 satisfaction level of Himani product 60 satisfaction level of
Zandu product
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis According to servey50 person are preferred 500gm
product 30 person are preferred 1kg product 20 person are preferred 250gm
product
According to servey20 person are select product of itrsquos availability pack size 40
person are select product of itrsquos price pack size 25 person are select product of itrsquos
family pack size 15 person are select product of itrsquos storage pack size
According to servey30 People are purchase product after one month 55 People are
purchase product after two months 15 People are purchase product after six months
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9094
90
LIMITATIONS
No study is free from limitations The limitations of this study can be
Sample size taken is small and may not be sufficient to predict theresults with 100 accuracy
The result is based on primary and secondary data that has itrsquos own limitations
The study only covers the area of Delhi that may not beapplicable to other areas
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9194
91
RECOMMENDATIONS
Focus on growing core brands across categories
Reaching out to new geographies within Hapur area
Improve operational efficiencies by leveraging technology
Be the preferred company to meet the health and personal grooming needs of
our target consumers with safe efficacious natural solutions by synthesizing the
deep knowledge of ayurveda and herbs with modern science
Provide consumers with innovative products within easy reach
Vatika hair care centre On the lines of Maricorsquos Kaya Skin Clinic Dabur
could start a venture called Vatika hair care centre which would provide total hair
care solutions It could have hair care experts to solve hair problemsServices could
include dandruff treatment straightening of hair treatment for split endsetc
Position Dabur Chyawanprash as not more of a medicine but as something
which is necessary for health
More initiatives like ldquo Dabur ki Deewarrdquo to increase brand visibility It is an
initiative to occupy shelf space
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9294
92
BIBLIOGRAPHY
Books
Marketing Management Twelfth Edition ndash Philip Kotler amp Kevin Lane Keller
Websites
wwwgooglecom
wwwdaburcom
wwwtutor2unet
wwwbrandchannelcom
The time of india
Forbs magazing
Hinustan time
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9394
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9494
YES NO
7Which pack size do you prefer
YES NO
8On what parameters do you choose this pack size
YES NO
9 how do u increase the company position
YES NO
10 how you increase your company position in market agains other company
YES NO
![Page 80: Making by Th Harsh Pandit](https://reader033.vdocuments.mx/reader033/viewer/2022052406/577cd3191a28ab9e7896af7d/html5/thumbnails/80.jpg)
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8094
80
4 REASONS FOR SELECTING A PARTICULAR BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8194
81
5HOW DID YOU COME TO KNOW ABOUT THIS BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8294
82
6 PREFERRED PACK SIZE
INTERPRETATION-
According to servey50 person are preferred 500gm product 30 person are
preferred 1kg product 20 person are preferred 250gm product
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8394
83
8 REASON TO SELECT PREFERRED PACK SIZE
INTERPRETATION-
According to servey20 person are select product of itrsquos availability pack size
40 person are select product of itrsquos price pack size 25 person are select
product of itrsquos family pack size 15 person are select product of itrsquos storage
pack size
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8494
84
9 FREQUENCY OF
PURCHASE
INTERPRETATION-
According to servey30 People are purchase product after one month 55
People are purchase product after two months 15 People are purchase
product after six months
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8594
85
COMPETITOR ANALYSIS
The key competitorrsquos of Dabur in the Chyawanprash segment are Baidyanath
Zandu and Himani which together with Dabur have about 85 of Indias domestic
market
Dabur is Indias largest Ayurvedic medicine supplier and the fourth largest
producer of FMCG It was established in 1884 and had grown to a business level
in 2003 of about 650 million dollars per year though only a fraction of that is
involved with Ayurvedic medicine Dabur Chyawanprash (herbal honey) has a
market share of 61We have tried to analyse the competition for Dabur in the
Chyawanprash segment as follows
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8694
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8794
87
The Himani Group
It founded in 1974 provides a diverse range of products doing 110 million dollars
of business annually though only a portion is involved with Ayurvedic products
through its Himani line the company is mainly involved with toiletries and
cosmetics but also provides Chyawanprash and other health productsIts market
share is 12
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8894
88
CONCLUSIONS
The Chyawanprash Industry is yet to capture the beverage market in full swing Packed Chyawanprash
followed by Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts the market The consumerrsquos patriotic love for tea and coffee is unfared
Chyawanprash are yet to establish their supplement use in the average household here in lies the great
opportunities Within the market it is safe to conclude that dabur has hit off ratherwell with the
masses
dabur has clearly lost it head start advantage and thereby acquiring just 35 of the market share while
others enjoys rest of the market share This could be well attributed to dabor successful ATA
(Availability Taste and Affordability) marketing module the attributes most rated by the consumersLack of publicity has hampered the growth progress of the brand so aggressive advertising is needed to
promote Chyawanprash and vatika hair oil brand
The brands such as that of Chyawanprash by vednath Chyawanprash with its lsquosonacahndi lsquoMinute-
madersquo and also US food giantssDel Monte are ready to hit the Chyawanprash market very soon
As the strategies of the companies keeps on changing be it in Chyawanprash industry a company has
to create perceptions and cover them into realities It is an expensive proposition requiring huge
expenditure on advertising sponsorships and media Thus the ideal company will be the one which
combines the high end technology with consumer insight
As 16 of the excise duty is exempted on food products in this budget Many food companies including
Dabur got benefited from it On the analysis of survey it was found that target Market of Chyawanprash
want quality benefit rather then Price benefit so it is better to stress on quality rather than on
decreasing price to increase sales and profit
To increase market share Dabur should give slight price benefit on Dabur brand so that customers of
other Juice brand should switch from other brand to Dabur brand
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8994
89
Findings
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey100 satisfaction level of dabur product 80 satisfaction level of
Baidynath product 80 satisfaction level of Himani product 60 satisfaction level of
Zandu product
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis According to servey50 person are preferred 500gm
product 30 person are preferred 1kg product 20 person are preferred 250gm
product
According to servey20 person are select product of itrsquos availability pack size 40
person are select product of itrsquos price pack size 25 person are select product of itrsquos
family pack size 15 person are select product of itrsquos storage pack size
According to servey30 People are purchase product after one month 55 People are
purchase product after two months 15 People are purchase product after six months
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9094
90
LIMITATIONS
No study is free from limitations The limitations of this study can be
Sample size taken is small and may not be sufficient to predict theresults with 100 accuracy
The result is based on primary and secondary data that has itrsquos own limitations
The study only covers the area of Delhi that may not beapplicable to other areas
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9194
91
RECOMMENDATIONS
Focus on growing core brands across categories
Reaching out to new geographies within Hapur area
Improve operational efficiencies by leveraging technology
Be the preferred company to meet the health and personal grooming needs of
our target consumers with safe efficacious natural solutions by synthesizing the
deep knowledge of ayurveda and herbs with modern science
Provide consumers with innovative products within easy reach
Vatika hair care centre On the lines of Maricorsquos Kaya Skin Clinic Dabur
could start a venture called Vatika hair care centre which would provide total hair
care solutions It could have hair care experts to solve hair problemsServices could
include dandruff treatment straightening of hair treatment for split endsetc
Position Dabur Chyawanprash as not more of a medicine but as something
which is necessary for health
More initiatives like ldquo Dabur ki Deewarrdquo to increase brand visibility It is an
initiative to occupy shelf space
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9294
92
BIBLIOGRAPHY
Books
Marketing Management Twelfth Edition ndash Philip Kotler amp Kevin Lane Keller
Websites
wwwgooglecom
wwwdaburcom
wwwtutor2unet
wwwbrandchannelcom
The time of india
Forbs magazing
Hinustan time
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9394
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9494
YES NO
7Which pack size do you prefer
YES NO
8On what parameters do you choose this pack size
YES NO
9 how do u increase the company position
YES NO
10 how you increase your company position in market agains other company
YES NO
![Page 81: Making by Th Harsh Pandit](https://reader033.vdocuments.mx/reader033/viewer/2022052406/577cd3191a28ab9e7896af7d/html5/thumbnails/81.jpg)
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8194
81
5HOW DID YOU COME TO KNOW ABOUT THIS BRAND
INTERPRETATION-
According to servey65 People are select product itrsquos health basis 20 People
are select product brand loyalty5 People are select product itrsquotaste basis
10 People are select product itrsquoprice basis
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8294
82
6 PREFERRED PACK SIZE
INTERPRETATION-
According to servey50 person are preferred 500gm product 30 person are
preferred 1kg product 20 person are preferred 250gm product
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8394
83
8 REASON TO SELECT PREFERRED PACK SIZE
INTERPRETATION-
According to servey20 person are select product of itrsquos availability pack size
40 person are select product of itrsquos price pack size 25 person are select
product of itrsquos family pack size 15 person are select product of itrsquos storage
pack size
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8494
84
9 FREQUENCY OF
PURCHASE
INTERPRETATION-
According to servey30 People are purchase product after one month 55
People are purchase product after two months 15 People are purchase
product after six months
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8594
85
COMPETITOR ANALYSIS
The key competitorrsquos of Dabur in the Chyawanprash segment are Baidyanath
Zandu and Himani which together with Dabur have about 85 of Indias domestic
market
Dabur is Indias largest Ayurvedic medicine supplier and the fourth largest
producer of FMCG It was established in 1884 and had grown to a business level
in 2003 of about 650 million dollars per year though only a fraction of that is
involved with Ayurvedic medicine Dabur Chyawanprash (herbal honey) has a
market share of 61We have tried to analyse the competition for Dabur in the
Chyawanprash segment as follows
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8694
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8794
87
The Himani Group
It founded in 1974 provides a diverse range of products doing 110 million dollars
of business annually though only a portion is involved with Ayurvedic products
through its Himani line the company is mainly involved with toiletries and
cosmetics but also provides Chyawanprash and other health productsIts market
share is 12
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8894
88
CONCLUSIONS
The Chyawanprash Industry is yet to capture the beverage market in full swing Packed Chyawanprash
followed by Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts the market The consumerrsquos patriotic love for tea and coffee is unfared
Chyawanprash are yet to establish their supplement use in the average household here in lies the great
opportunities Within the market it is safe to conclude that dabur has hit off ratherwell with the
masses
dabur has clearly lost it head start advantage and thereby acquiring just 35 of the market share while
others enjoys rest of the market share This could be well attributed to dabor successful ATA
(Availability Taste and Affordability) marketing module the attributes most rated by the consumersLack of publicity has hampered the growth progress of the brand so aggressive advertising is needed to
promote Chyawanprash and vatika hair oil brand
The brands such as that of Chyawanprash by vednath Chyawanprash with its lsquosonacahndi lsquoMinute-
madersquo and also US food giantssDel Monte are ready to hit the Chyawanprash market very soon
As the strategies of the companies keeps on changing be it in Chyawanprash industry a company has
to create perceptions and cover them into realities It is an expensive proposition requiring huge
expenditure on advertising sponsorships and media Thus the ideal company will be the one which
combines the high end technology with consumer insight
As 16 of the excise duty is exempted on food products in this budget Many food companies including
Dabur got benefited from it On the analysis of survey it was found that target Market of Chyawanprash
want quality benefit rather then Price benefit so it is better to stress on quality rather than on
decreasing price to increase sales and profit
To increase market share Dabur should give slight price benefit on Dabur brand so that customers of
other Juice brand should switch from other brand to Dabur brand
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8994
89
Findings
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey100 satisfaction level of dabur product 80 satisfaction level of
Baidynath product 80 satisfaction level of Himani product 60 satisfaction level of
Zandu product
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis According to servey50 person are preferred 500gm
product 30 person are preferred 1kg product 20 person are preferred 250gm
product
According to servey20 person are select product of itrsquos availability pack size 40
person are select product of itrsquos price pack size 25 person are select product of itrsquos
family pack size 15 person are select product of itrsquos storage pack size
According to servey30 People are purchase product after one month 55 People are
purchase product after two months 15 People are purchase product after six months
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9094
90
LIMITATIONS
No study is free from limitations The limitations of this study can be
Sample size taken is small and may not be sufficient to predict theresults with 100 accuracy
The result is based on primary and secondary data that has itrsquos own limitations
The study only covers the area of Delhi that may not beapplicable to other areas
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9194
91
RECOMMENDATIONS
Focus on growing core brands across categories
Reaching out to new geographies within Hapur area
Improve operational efficiencies by leveraging technology
Be the preferred company to meet the health and personal grooming needs of
our target consumers with safe efficacious natural solutions by synthesizing the
deep knowledge of ayurveda and herbs with modern science
Provide consumers with innovative products within easy reach
Vatika hair care centre On the lines of Maricorsquos Kaya Skin Clinic Dabur
could start a venture called Vatika hair care centre which would provide total hair
care solutions It could have hair care experts to solve hair problemsServices could
include dandruff treatment straightening of hair treatment for split endsetc
Position Dabur Chyawanprash as not more of a medicine but as something
which is necessary for health
More initiatives like ldquo Dabur ki Deewarrdquo to increase brand visibility It is an
initiative to occupy shelf space
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9294
92
BIBLIOGRAPHY
Books
Marketing Management Twelfth Edition ndash Philip Kotler amp Kevin Lane Keller
Websites
wwwgooglecom
wwwdaburcom
wwwtutor2unet
wwwbrandchannelcom
The time of india
Forbs magazing
Hinustan time
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9394
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9494
YES NO
7Which pack size do you prefer
YES NO
8On what parameters do you choose this pack size
YES NO
9 how do u increase the company position
YES NO
10 how you increase your company position in market agains other company
YES NO
![Page 82: Making by Th Harsh Pandit](https://reader033.vdocuments.mx/reader033/viewer/2022052406/577cd3191a28ab9e7896af7d/html5/thumbnails/82.jpg)
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8294
82
6 PREFERRED PACK SIZE
INTERPRETATION-
According to servey50 person are preferred 500gm product 30 person are
preferred 1kg product 20 person are preferred 250gm product
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8394
83
8 REASON TO SELECT PREFERRED PACK SIZE
INTERPRETATION-
According to servey20 person are select product of itrsquos availability pack size
40 person are select product of itrsquos price pack size 25 person are select
product of itrsquos family pack size 15 person are select product of itrsquos storage
pack size
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8494
84
9 FREQUENCY OF
PURCHASE
INTERPRETATION-
According to servey30 People are purchase product after one month 55
People are purchase product after two months 15 People are purchase
product after six months
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8594
85
COMPETITOR ANALYSIS
The key competitorrsquos of Dabur in the Chyawanprash segment are Baidyanath
Zandu and Himani which together with Dabur have about 85 of Indias domestic
market
Dabur is Indias largest Ayurvedic medicine supplier and the fourth largest
producer of FMCG It was established in 1884 and had grown to a business level
in 2003 of about 650 million dollars per year though only a fraction of that is
involved with Ayurvedic medicine Dabur Chyawanprash (herbal honey) has a
market share of 61We have tried to analyse the competition for Dabur in the
Chyawanprash segment as follows
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8694
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8794
87
The Himani Group
It founded in 1974 provides a diverse range of products doing 110 million dollars
of business annually though only a portion is involved with Ayurvedic products
through its Himani line the company is mainly involved with toiletries and
cosmetics but also provides Chyawanprash and other health productsIts market
share is 12
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8894
88
CONCLUSIONS
The Chyawanprash Industry is yet to capture the beverage market in full swing Packed Chyawanprash
followed by Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts the market The consumerrsquos patriotic love for tea and coffee is unfared
Chyawanprash are yet to establish their supplement use in the average household here in lies the great
opportunities Within the market it is safe to conclude that dabur has hit off ratherwell with the
masses
dabur has clearly lost it head start advantage and thereby acquiring just 35 of the market share while
others enjoys rest of the market share This could be well attributed to dabor successful ATA
(Availability Taste and Affordability) marketing module the attributes most rated by the consumersLack of publicity has hampered the growth progress of the brand so aggressive advertising is needed to
promote Chyawanprash and vatika hair oil brand
The brands such as that of Chyawanprash by vednath Chyawanprash with its lsquosonacahndi lsquoMinute-
madersquo and also US food giantssDel Monte are ready to hit the Chyawanprash market very soon
As the strategies of the companies keeps on changing be it in Chyawanprash industry a company has
to create perceptions and cover them into realities It is an expensive proposition requiring huge
expenditure on advertising sponsorships and media Thus the ideal company will be the one which
combines the high end technology with consumer insight
As 16 of the excise duty is exempted on food products in this budget Many food companies including
Dabur got benefited from it On the analysis of survey it was found that target Market of Chyawanprash
want quality benefit rather then Price benefit so it is better to stress on quality rather than on
decreasing price to increase sales and profit
To increase market share Dabur should give slight price benefit on Dabur brand so that customers of
other Juice brand should switch from other brand to Dabur brand
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8994
89
Findings
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey100 satisfaction level of dabur product 80 satisfaction level of
Baidynath product 80 satisfaction level of Himani product 60 satisfaction level of
Zandu product
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis According to servey50 person are preferred 500gm
product 30 person are preferred 1kg product 20 person are preferred 250gm
product
According to servey20 person are select product of itrsquos availability pack size 40
person are select product of itrsquos price pack size 25 person are select product of itrsquos
family pack size 15 person are select product of itrsquos storage pack size
According to servey30 People are purchase product after one month 55 People are
purchase product after two months 15 People are purchase product after six months
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9094
90
LIMITATIONS
No study is free from limitations The limitations of this study can be
Sample size taken is small and may not be sufficient to predict theresults with 100 accuracy
The result is based on primary and secondary data that has itrsquos own limitations
The study only covers the area of Delhi that may not beapplicable to other areas
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9194
91
RECOMMENDATIONS
Focus on growing core brands across categories
Reaching out to new geographies within Hapur area
Improve operational efficiencies by leveraging technology
Be the preferred company to meet the health and personal grooming needs of
our target consumers with safe efficacious natural solutions by synthesizing the
deep knowledge of ayurveda and herbs with modern science
Provide consumers with innovative products within easy reach
Vatika hair care centre On the lines of Maricorsquos Kaya Skin Clinic Dabur
could start a venture called Vatika hair care centre which would provide total hair
care solutions It could have hair care experts to solve hair problemsServices could
include dandruff treatment straightening of hair treatment for split endsetc
Position Dabur Chyawanprash as not more of a medicine but as something
which is necessary for health
More initiatives like ldquo Dabur ki Deewarrdquo to increase brand visibility It is an
initiative to occupy shelf space
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9294
92
BIBLIOGRAPHY
Books
Marketing Management Twelfth Edition ndash Philip Kotler amp Kevin Lane Keller
Websites
wwwgooglecom
wwwdaburcom
wwwtutor2unet
wwwbrandchannelcom
The time of india
Forbs magazing
Hinustan time
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9394
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9494
YES NO
7Which pack size do you prefer
YES NO
8On what parameters do you choose this pack size
YES NO
9 how do u increase the company position
YES NO
10 how you increase your company position in market agains other company
YES NO
![Page 83: Making by Th Harsh Pandit](https://reader033.vdocuments.mx/reader033/viewer/2022052406/577cd3191a28ab9e7896af7d/html5/thumbnails/83.jpg)
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8394
83
8 REASON TO SELECT PREFERRED PACK SIZE
INTERPRETATION-
According to servey20 person are select product of itrsquos availability pack size
40 person are select product of itrsquos price pack size 25 person are select
product of itrsquos family pack size 15 person are select product of itrsquos storage
pack size
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8494
84
9 FREQUENCY OF
PURCHASE
INTERPRETATION-
According to servey30 People are purchase product after one month 55
People are purchase product after two months 15 People are purchase
product after six months
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8594
85
COMPETITOR ANALYSIS
The key competitorrsquos of Dabur in the Chyawanprash segment are Baidyanath
Zandu and Himani which together with Dabur have about 85 of Indias domestic
market
Dabur is Indias largest Ayurvedic medicine supplier and the fourth largest
producer of FMCG It was established in 1884 and had grown to a business level
in 2003 of about 650 million dollars per year though only a fraction of that is
involved with Ayurvedic medicine Dabur Chyawanprash (herbal honey) has a
market share of 61We have tried to analyse the competition for Dabur in the
Chyawanprash segment as follows
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8694
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8794
87
The Himani Group
It founded in 1974 provides a diverse range of products doing 110 million dollars
of business annually though only a portion is involved with Ayurvedic products
through its Himani line the company is mainly involved with toiletries and
cosmetics but also provides Chyawanprash and other health productsIts market
share is 12
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8894
88
CONCLUSIONS
The Chyawanprash Industry is yet to capture the beverage market in full swing Packed Chyawanprash
followed by Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts the market The consumerrsquos patriotic love for tea and coffee is unfared
Chyawanprash are yet to establish their supplement use in the average household here in lies the great
opportunities Within the market it is safe to conclude that dabur has hit off ratherwell with the
masses
dabur has clearly lost it head start advantage and thereby acquiring just 35 of the market share while
others enjoys rest of the market share This could be well attributed to dabor successful ATA
(Availability Taste and Affordability) marketing module the attributes most rated by the consumersLack of publicity has hampered the growth progress of the brand so aggressive advertising is needed to
promote Chyawanprash and vatika hair oil brand
The brands such as that of Chyawanprash by vednath Chyawanprash with its lsquosonacahndi lsquoMinute-
madersquo and also US food giantssDel Monte are ready to hit the Chyawanprash market very soon
As the strategies of the companies keeps on changing be it in Chyawanprash industry a company has
to create perceptions and cover them into realities It is an expensive proposition requiring huge
expenditure on advertising sponsorships and media Thus the ideal company will be the one which
combines the high end technology with consumer insight
As 16 of the excise duty is exempted on food products in this budget Many food companies including
Dabur got benefited from it On the analysis of survey it was found that target Market of Chyawanprash
want quality benefit rather then Price benefit so it is better to stress on quality rather than on
decreasing price to increase sales and profit
To increase market share Dabur should give slight price benefit on Dabur brand so that customers of
other Juice brand should switch from other brand to Dabur brand
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8994
89
Findings
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey100 satisfaction level of dabur product 80 satisfaction level of
Baidynath product 80 satisfaction level of Himani product 60 satisfaction level of
Zandu product
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis According to servey50 person are preferred 500gm
product 30 person are preferred 1kg product 20 person are preferred 250gm
product
According to servey20 person are select product of itrsquos availability pack size 40
person are select product of itrsquos price pack size 25 person are select product of itrsquos
family pack size 15 person are select product of itrsquos storage pack size
According to servey30 People are purchase product after one month 55 People are
purchase product after two months 15 People are purchase product after six months
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9094
90
LIMITATIONS
No study is free from limitations The limitations of this study can be
Sample size taken is small and may not be sufficient to predict theresults with 100 accuracy
The result is based on primary and secondary data that has itrsquos own limitations
The study only covers the area of Delhi that may not beapplicable to other areas
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9194
91
RECOMMENDATIONS
Focus on growing core brands across categories
Reaching out to new geographies within Hapur area
Improve operational efficiencies by leveraging technology
Be the preferred company to meet the health and personal grooming needs of
our target consumers with safe efficacious natural solutions by synthesizing the
deep knowledge of ayurveda and herbs with modern science
Provide consumers with innovative products within easy reach
Vatika hair care centre On the lines of Maricorsquos Kaya Skin Clinic Dabur
could start a venture called Vatika hair care centre which would provide total hair
care solutions It could have hair care experts to solve hair problemsServices could
include dandruff treatment straightening of hair treatment for split endsetc
Position Dabur Chyawanprash as not more of a medicine but as something
which is necessary for health
More initiatives like ldquo Dabur ki Deewarrdquo to increase brand visibility It is an
initiative to occupy shelf space
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9294
92
BIBLIOGRAPHY
Books
Marketing Management Twelfth Edition ndash Philip Kotler amp Kevin Lane Keller
Websites
wwwgooglecom
wwwdaburcom
wwwtutor2unet
wwwbrandchannelcom
The time of india
Forbs magazing
Hinustan time
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9394
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9494
YES NO
7Which pack size do you prefer
YES NO
8On what parameters do you choose this pack size
YES NO
9 how do u increase the company position
YES NO
10 how you increase your company position in market agains other company
YES NO
![Page 84: Making by Th Harsh Pandit](https://reader033.vdocuments.mx/reader033/viewer/2022052406/577cd3191a28ab9e7896af7d/html5/thumbnails/84.jpg)
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8494
84
9 FREQUENCY OF
PURCHASE
INTERPRETATION-
According to servey30 People are purchase product after one month 55
People are purchase product after two months 15 People are purchase
product after six months
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8594
85
COMPETITOR ANALYSIS
The key competitorrsquos of Dabur in the Chyawanprash segment are Baidyanath
Zandu and Himani which together with Dabur have about 85 of Indias domestic
market
Dabur is Indias largest Ayurvedic medicine supplier and the fourth largest
producer of FMCG It was established in 1884 and had grown to a business level
in 2003 of about 650 million dollars per year though only a fraction of that is
involved with Ayurvedic medicine Dabur Chyawanprash (herbal honey) has a
market share of 61We have tried to analyse the competition for Dabur in the
Chyawanprash segment as follows
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8694
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8794
87
The Himani Group
It founded in 1974 provides a diverse range of products doing 110 million dollars
of business annually though only a portion is involved with Ayurvedic products
through its Himani line the company is mainly involved with toiletries and
cosmetics but also provides Chyawanprash and other health productsIts market
share is 12
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8894
88
CONCLUSIONS
The Chyawanprash Industry is yet to capture the beverage market in full swing Packed Chyawanprash
followed by Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts the market The consumerrsquos patriotic love for tea and coffee is unfared
Chyawanprash are yet to establish their supplement use in the average household here in lies the great
opportunities Within the market it is safe to conclude that dabur has hit off ratherwell with the
masses
dabur has clearly lost it head start advantage and thereby acquiring just 35 of the market share while
others enjoys rest of the market share This could be well attributed to dabor successful ATA
(Availability Taste and Affordability) marketing module the attributes most rated by the consumersLack of publicity has hampered the growth progress of the brand so aggressive advertising is needed to
promote Chyawanprash and vatika hair oil brand
The brands such as that of Chyawanprash by vednath Chyawanprash with its lsquosonacahndi lsquoMinute-
madersquo and also US food giantssDel Monte are ready to hit the Chyawanprash market very soon
As the strategies of the companies keeps on changing be it in Chyawanprash industry a company has
to create perceptions and cover them into realities It is an expensive proposition requiring huge
expenditure on advertising sponsorships and media Thus the ideal company will be the one which
combines the high end technology with consumer insight
As 16 of the excise duty is exempted on food products in this budget Many food companies including
Dabur got benefited from it On the analysis of survey it was found that target Market of Chyawanprash
want quality benefit rather then Price benefit so it is better to stress on quality rather than on
decreasing price to increase sales and profit
To increase market share Dabur should give slight price benefit on Dabur brand so that customers of
other Juice brand should switch from other brand to Dabur brand
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8994
89
Findings
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey100 satisfaction level of dabur product 80 satisfaction level of
Baidynath product 80 satisfaction level of Himani product 60 satisfaction level of
Zandu product
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis According to servey50 person are preferred 500gm
product 30 person are preferred 1kg product 20 person are preferred 250gm
product
According to servey20 person are select product of itrsquos availability pack size 40
person are select product of itrsquos price pack size 25 person are select product of itrsquos
family pack size 15 person are select product of itrsquos storage pack size
According to servey30 People are purchase product after one month 55 People are
purchase product after two months 15 People are purchase product after six months
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9094
90
LIMITATIONS
No study is free from limitations The limitations of this study can be
Sample size taken is small and may not be sufficient to predict theresults with 100 accuracy
The result is based on primary and secondary data that has itrsquos own limitations
The study only covers the area of Delhi that may not beapplicable to other areas
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9194
91
RECOMMENDATIONS
Focus on growing core brands across categories
Reaching out to new geographies within Hapur area
Improve operational efficiencies by leveraging technology
Be the preferred company to meet the health and personal grooming needs of
our target consumers with safe efficacious natural solutions by synthesizing the
deep knowledge of ayurveda and herbs with modern science
Provide consumers with innovative products within easy reach
Vatika hair care centre On the lines of Maricorsquos Kaya Skin Clinic Dabur
could start a venture called Vatika hair care centre which would provide total hair
care solutions It could have hair care experts to solve hair problemsServices could
include dandruff treatment straightening of hair treatment for split endsetc
Position Dabur Chyawanprash as not more of a medicine but as something
which is necessary for health
More initiatives like ldquo Dabur ki Deewarrdquo to increase brand visibility It is an
initiative to occupy shelf space
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9294
92
BIBLIOGRAPHY
Books
Marketing Management Twelfth Edition ndash Philip Kotler amp Kevin Lane Keller
Websites
wwwgooglecom
wwwdaburcom
wwwtutor2unet
wwwbrandchannelcom
The time of india
Forbs magazing
Hinustan time
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9394
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9494
YES NO
7Which pack size do you prefer
YES NO
8On what parameters do you choose this pack size
YES NO
9 how do u increase the company position
YES NO
10 how you increase your company position in market agains other company
YES NO
![Page 85: Making by Th Harsh Pandit](https://reader033.vdocuments.mx/reader033/viewer/2022052406/577cd3191a28ab9e7896af7d/html5/thumbnails/85.jpg)
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8594
85
COMPETITOR ANALYSIS
The key competitorrsquos of Dabur in the Chyawanprash segment are Baidyanath
Zandu and Himani which together with Dabur have about 85 of Indias domestic
market
Dabur is Indias largest Ayurvedic medicine supplier and the fourth largest
producer of FMCG It was established in 1884 and had grown to a business level
in 2003 of about 650 million dollars per year though only a fraction of that is
involved with Ayurvedic medicine Dabur Chyawanprash (herbal honey) has a
market share of 61We have tried to analyse the competition for Dabur in the
Chyawanprash segment as follows
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8694
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8794
87
The Himani Group
It founded in 1974 provides a diverse range of products doing 110 million dollars
of business annually though only a portion is involved with Ayurvedic products
through its Himani line the company is mainly involved with toiletries and
cosmetics but also provides Chyawanprash and other health productsIts market
share is 12
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8894
88
CONCLUSIONS
The Chyawanprash Industry is yet to capture the beverage market in full swing Packed Chyawanprash
followed by Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts the market The consumerrsquos patriotic love for tea and coffee is unfared
Chyawanprash are yet to establish their supplement use in the average household here in lies the great
opportunities Within the market it is safe to conclude that dabur has hit off ratherwell with the
masses
dabur has clearly lost it head start advantage and thereby acquiring just 35 of the market share while
others enjoys rest of the market share This could be well attributed to dabor successful ATA
(Availability Taste and Affordability) marketing module the attributes most rated by the consumersLack of publicity has hampered the growth progress of the brand so aggressive advertising is needed to
promote Chyawanprash and vatika hair oil brand
The brands such as that of Chyawanprash by vednath Chyawanprash with its lsquosonacahndi lsquoMinute-
madersquo and also US food giantssDel Monte are ready to hit the Chyawanprash market very soon
As the strategies of the companies keeps on changing be it in Chyawanprash industry a company has
to create perceptions and cover them into realities It is an expensive proposition requiring huge
expenditure on advertising sponsorships and media Thus the ideal company will be the one which
combines the high end technology with consumer insight
As 16 of the excise duty is exempted on food products in this budget Many food companies including
Dabur got benefited from it On the analysis of survey it was found that target Market of Chyawanprash
want quality benefit rather then Price benefit so it is better to stress on quality rather than on
decreasing price to increase sales and profit
To increase market share Dabur should give slight price benefit on Dabur brand so that customers of
other Juice brand should switch from other brand to Dabur brand
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8994
89
Findings
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey100 satisfaction level of dabur product 80 satisfaction level of
Baidynath product 80 satisfaction level of Himani product 60 satisfaction level of
Zandu product
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis According to servey50 person are preferred 500gm
product 30 person are preferred 1kg product 20 person are preferred 250gm
product
According to servey20 person are select product of itrsquos availability pack size 40
person are select product of itrsquos price pack size 25 person are select product of itrsquos
family pack size 15 person are select product of itrsquos storage pack size
According to servey30 People are purchase product after one month 55 People are
purchase product after two months 15 People are purchase product after six months
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9094
90
LIMITATIONS
No study is free from limitations The limitations of this study can be
Sample size taken is small and may not be sufficient to predict theresults with 100 accuracy
The result is based on primary and secondary data that has itrsquos own limitations
The study only covers the area of Delhi that may not beapplicable to other areas
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9194
91
RECOMMENDATIONS
Focus on growing core brands across categories
Reaching out to new geographies within Hapur area
Improve operational efficiencies by leveraging technology
Be the preferred company to meet the health and personal grooming needs of
our target consumers with safe efficacious natural solutions by synthesizing the
deep knowledge of ayurveda and herbs with modern science
Provide consumers with innovative products within easy reach
Vatika hair care centre On the lines of Maricorsquos Kaya Skin Clinic Dabur
could start a venture called Vatika hair care centre which would provide total hair
care solutions It could have hair care experts to solve hair problemsServices could
include dandruff treatment straightening of hair treatment for split endsetc
Position Dabur Chyawanprash as not more of a medicine but as something
which is necessary for health
More initiatives like ldquo Dabur ki Deewarrdquo to increase brand visibility It is an
initiative to occupy shelf space
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9294
92
BIBLIOGRAPHY
Books
Marketing Management Twelfth Edition ndash Philip Kotler amp Kevin Lane Keller
Websites
wwwgooglecom
wwwdaburcom
wwwtutor2unet
wwwbrandchannelcom
The time of india
Forbs magazing
Hinustan time
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9394
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9494
YES NO
7Which pack size do you prefer
YES NO
8On what parameters do you choose this pack size
YES NO
9 how do u increase the company position
YES NO
10 how you increase your company position in market agains other company
YES NO
![Page 86: Making by Th Harsh Pandit](https://reader033.vdocuments.mx/reader033/viewer/2022052406/577cd3191a28ab9e7896af7d/html5/thumbnails/86.jpg)
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8694
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8794
87
The Himani Group
It founded in 1974 provides a diverse range of products doing 110 million dollars
of business annually though only a portion is involved with Ayurvedic products
through its Himani line the company is mainly involved with toiletries and
cosmetics but also provides Chyawanprash and other health productsIts market
share is 12
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8894
88
CONCLUSIONS
The Chyawanprash Industry is yet to capture the beverage market in full swing Packed Chyawanprash
followed by Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts the market The consumerrsquos patriotic love for tea and coffee is unfared
Chyawanprash are yet to establish their supplement use in the average household here in lies the great
opportunities Within the market it is safe to conclude that dabur has hit off ratherwell with the
masses
dabur has clearly lost it head start advantage and thereby acquiring just 35 of the market share while
others enjoys rest of the market share This could be well attributed to dabor successful ATA
(Availability Taste and Affordability) marketing module the attributes most rated by the consumersLack of publicity has hampered the growth progress of the brand so aggressive advertising is needed to
promote Chyawanprash and vatika hair oil brand
The brands such as that of Chyawanprash by vednath Chyawanprash with its lsquosonacahndi lsquoMinute-
madersquo and also US food giantssDel Monte are ready to hit the Chyawanprash market very soon
As the strategies of the companies keeps on changing be it in Chyawanprash industry a company has
to create perceptions and cover them into realities It is an expensive proposition requiring huge
expenditure on advertising sponsorships and media Thus the ideal company will be the one which
combines the high end technology with consumer insight
As 16 of the excise duty is exempted on food products in this budget Many food companies including
Dabur got benefited from it On the analysis of survey it was found that target Market of Chyawanprash
want quality benefit rather then Price benefit so it is better to stress on quality rather than on
decreasing price to increase sales and profit
To increase market share Dabur should give slight price benefit on Dabur brand so that customers of
other Juice brand should switch from other brand to Dabur brand
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8994
89
Findings
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey100 satisfaction level of dabur product 80 satisfaction level of
Baidynath product 80 satisfaction level of Himani product 60 satisfaction level of
Zandu product
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis According to servey50 person are preferred 500gm
product 30 person are preferred 1kg product 20 person are preferred 250gm
product
According to servey20 person are select product of itrsquos availability pack size 40
person are select product of itrsquos price pack size 25 person are select product of itrsquos
family pack size 15 person are select product of itrsquos storage pack size
According to servey30 People are purchase product after one month 55 People are
purchase product after two months 15 People are purchase product after six months
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9094
90
LIMITATIONS
No study is free from limitations The limitations of this study can be
Sample size taken is small and may not be sufficient to predict theresults with 100 accuracy
The result is based on primary and secondary data that has itrsquos own limitations
The study only covers the area of Delhi that may not beapplicable to other areas
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9194
91
RECOMMENDATIONS
Focus on growing core brands across categories
Reaching out to new geographies within Hapur area
Improve operational efficiencies by leveraging technology
Be the preferred company to meet the health and personal grooming needs of
our target consumers with safe efficacious natural solutions by synthesizing the
deep knowledge of ayurveda and herbs with modern science
Provide consumers with innovative products within easy reach
Vatika hair care centre On the lines of Maricorsquos Kaya Skin Clinic Dabur
could start a venture called Vatika hair care centre which would provide total hair
care solutions It could have hair care experts to solve hair problemsServices could
include dandruff treatment straightening of hair treatment for split endsetc
Position Dabur Chyawanprash as not more of a medicine but as something
which is necessary for health
More initiatives like ldquo Dabur ki Deewarrdquo to increase brand visibility It is an
initiative to occupy shelf space
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9294
92
BIBLIOGRAPHY
Books
Marketing Management Twelfth Edition ndash Philip Kotler amp Kevin Lane Keller
Websites
wwwgooglecom
wwwdaburcom
wwwtutor2unet
wwwbrandchannelcom
The time of india
Forbs magazing
Hinustan time
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9394
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9494
YES NO
7Which pack size do you prefer
YES NO
8On what parameters do you choose this pack size
YES NO
9 how do u increase the company position
YES NO
10 how you increase your company position in market agains other company
YES NO
![Page 87: Making by Th Harsh Pandit](https://reader033.vdocuments.mx/reader033/viewer/2022052406/577cd3191a28ab9e7896af7d/html5/thumbnails/87.jpg)
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8794
87
The Himani Group
It founded in 1974 provides a diverse range of products doing 110 million dollars
of business annually though only a portion is involved with Ayurvedic products
through its Himani line the company is mainly involved with toiletries and
cosmetics but also provides Chyawanprash and other health productsIts market
share is 12
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8894
88
CONCLUSIONS
The Chyawanprash Industry is yet to capture the beverage market in full swing Packed Chyawanprash
followed by Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts the market The consumerrsquos patriotic love for tea and coffee is unfared
Chyawanprash are yet to establish their supplement use in the average household here in lies the great
opportunities Within the market it is safe to conclude that dabur has hit off ratherwell with the
masses
dabur has clearly lost it head start advantage and thereby acquiring just 35 of the market share while
others enjoys rest of the market share This could be well attributed to dabor successful ATA
(Availability Taste and Affordability) marketing module the attributes most rated by the consumersLack of publicity has hampered the growth progress of the brand so aggressive advertising is needed to
promote Chyawanprash and vatika hair oil brand
The brands such as that of Chyawanprash by vednath Chyawanprash with its lsquosonacahndi lsquoMinute-
madersquo and also US food giantssDel Monte are ready to hit the Chyawanprash market very soon
As the strategies of the companies keeps on changing be it in Chyawanprash industry a company has
to create perceptions and cover them into realities It is an expensive proposition requiring huge
expenditure on advertising sponsorships and media Thus the ideal company will be the one which
combines the high end technology with consumer insight
As 16 of the excise duty is exempted on food products in this budget Many food companies including
Dabur got benefited from it On the analysis of survey it was found that target Market of Chyawanprash
want quality benefit rather then Price benefit so it is better to stress on quality rather than on
decreasing price to increase sales and profit
To increase market share Dabur should give slight price benefit on Dabur brand so that customers of
other Juice brand should switch from other brand to Dabur brand
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8994
89
Findings
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey100 satisfaction level of dabur product 80 satisfaction level of
Baidynath product 80 satisfaction level of Himani product 60 satisfaction level of
Zandu product
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis According to servey50 person are preferred 500gm
product 30 person are preferred 1kg product 20 person are preferred 250gm
product
According to servey20 person are select product of itrsquos availability pack size 40
person are select product of itrsquos price pack size 25 person are select product of itrsquos
family pack size 15 person are select product of itrsquos storage pack size
According to servey30 People are purchase product after one month 55 People are
purchase product after two months 15 People are purchase product after six months
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9094
90
LIMITATIONS
No study is free from limitations The limitations of this study can be
Sample size taken is small and may not be sufficient to predict theresults with 100 accuracy
The result is based on primary and secondary data that has itrsquos own limitations
The study only covers the area of Delhi that may not beapplicable to other areas
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9194
91
RECOMMENDATIONS
Focus on growing core brands across categories
Reaching out to new geographies within Hapur area
Improve operational efficiencies by leveraging technology
Be the preferred company to meet the health and personal grooming needs of
our target consumers with safe efficacious natural solutions by synthesizing the
deep knowledge of ayurveda and herbs with modern science
Provide consumers with innovative products within easy reach
Vatika hair care centre On the lines of Maricorsquos Kaya Skin Clinic Dabur
could start a venture called Vatika hair care centre which would provide total hair
care solutions It could have hair care experts to solve hair problemsServices could
include dandruff treatment straightening of hair treatment for split endsetc
Position Dabur Chyawanprash as not more of a medicine but as something
which is necessary for health
More initiatives like ldquo Dabur ki Deewarrdquo to increase brand visibility It is an
initiative to occupy shelf space
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9294
92
BIBLIOGRAPHY
Books
Marketing Management Twelfth Edition ndash Philip Kotler amp Kevin Lane Keller
Websites
wwwgooglecom
wwwdaburcom
wwwtutor2unet
wwwbrandchannelcom
The time of india
Forbs magazing
Hinustan time
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9394
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9494
YES NO
7Which pack size do you prefer
YES NO
8On what parameters do you choose this pack size
YES NO
9 how do u increase the company position
YES NO
10 how you increase your company position in market agains other company
YES NO
![Page 88: Making by Th Harsh Pandit](https://reader033.vdocuments.mx/reader033/viewer/2022052406/577cd3191a28ab9e7896af7d/html5/thumbnails/88.jpg)
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8894
88
CONCLUSIONS
The Chyawanprash Industry is yet to capture the beverage market in full swing Packed Chyawanprash
followed by Amla Ashwagandha Hareetaki Dashmul Ghrit and several
other herbs and herbal extracts the market The consumerrsquos patriotic love for tea and coffee is unfared
Chyawanprash are yet to establish their supplement use in the average household here in lies the great
opportunities Within the market it is safe to conclude that dabur has hit off ratherwell with the
masses
dabur has clearly lost it head start advantage and thereby acquiring just 35 of the market share while
others enjoys rest of the market share This could be well attributed to dabor successful ATA
(Availability Taste and Affordability) marketing module the attributes most rated by the consumersLack of publicity has hampered the growth progress of the brand so aggressive advertising is needed to
promote Chyawanprash and vatika hair oil brand
The brands such as that of Chyawanprash by vednath Chyawanprash with its lsquosonacahndi lsquoMinute-
madersquo and also US food giantssDel Monte are ready to hit the Chyawanprash market very soon
As the strategies of the companies keeps on changing be it in Chyawanprash industry a company has
to create perceptions and cover them into realities It is an expensive proposition requiring huge
expenditure on advertising sponsorships and media Thus the ideal company will be the one which
combines the high end technology with consumer insight
As 16 of the excise duty is exempted on food products in this budget Many food companies including
Dabur got benefited from it On the analysis of survey it was found that target Market of Chyawanprash
want quality benefit rather then Price benefit so it is better to stress on quality rather than on
decreasing price to increase sales and profit
To increase market share Dabur should give slight price benefit on Dabur brand so that customers of
other Juice brand should switch from other brand to Dabur brand
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8994
89
Findings
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey100 satisfaction level of dabur product 80 satisfaction level of
Baidynath product 80 satisfaction level of Himani product 60 satisfaction level of
Zandu product
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis According to servey50 person are preferred 500gm
product 30 person are preferred 1kg product 20 person are preferred 250gm
product
According to servey20 person are select product of itrsquos availability pack size 40
person are select product of itrsquos price pack size 25 person are select product of itrsquos
family pack size 15 person are select product of itrsquos storage pack size
According to servey30 People are purchase product after one month 55 People are
purchase product after two months 15 People are purchase product after six months
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9094
90
LIMITATIONS
No study is free from limitations The limitations of this study can be
Sample size taken is small and may not be sufficient to predict theresults with 100 accuracy
The result is based on primary and secondary data that has itrsquos own limitations
The study only covers the area of Delhi that may not beapplicable to other areas
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9194
91
RECOMMENDATIONS
Focus on growing core brands across categories
Reaching out to new geographies within Hapur area
Improve operational efficiencies by leveraging technology
Be the preferred company to meet the health and personal grooming needs of
our target consumers with safe efficacious natural solutions by synthesizing the
deep knowledge of ayurveda and herbs with modern science
Provide consumers with innovative products within easy reach
Vatika hair care centre On the lines of Maricorsquos Kaya Skin Clinic Dabur
could start a venture called Vatika hair care centre which would provide total hair
care solutions It could have hair care experts to solve hair problemsServices could
include dandruff treatment straightening of hair treatment for split endsetc
Position Dabur Chyawanprash as not more of a medicine but as something
which is necessary for health
More initiatives like ldquo Dabur ki Deewarrdquo to increase brand visibility It is an
initiative to occupy shelf space
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9294
92
BIBLIOGRAPHY
Books
Marketing Management Twelfth Edition ndash Philip Kotler amp Kevin Lane Keller
Websites
wwwgooglecom
wwwdaburcom
wwwtutor2unet
wwwbrandchannelcom
The time of india
Forbs magazing
Hinustan time
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9394
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9494
YES NO
7Which pack size do you prefer
YES NO
8On what parameters do you choose this pack size
YES NO
9 how do u increase the company position
YES NO
10 how you increase your company position in market agains other company
YES NO
![Page 89: Making by Th Harsh Pandit](https://reader033.vdocuments.mx/reader033/viewer/2022052406/577cd3191a28ab9e7896af7d/html5/thumbnails/89.jpg)
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 8994
89
Findings
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey60 person are preferred dabur product 15 person are preferred
Baidynath product 15 person are preferred Himani product 10 person are preferred
Zandu
According to servey100 satisfaction level of dabur product 80 satisfaction level of
Baidynath product 80 satisfaction level of Himani product 60 satisfaction level of
Zandu product
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis
According to servey65 People are select product itrsquos health basis 20 People are
select product brand loyalty5 People are select product itrsquotaste basis10 People are
select product itrsquoprice basis According to servey50 person are preferred 500gm
product 30 person are preferred 1kg product 20 person are preferred 250gm
product
According to servey20 person are select product of itrsquos availability pack size 40
person are select product of itrsquos price pack size 25 person are select product of itrsquos
family pack size 15 person are select product of itrsquos storage pack size
According to servey30 People are purchase product after one month 55 People are
purchase product after two months 15 People are purchase product after six months
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9094
90
LIMITATIONS
No study is free from limitations The limitations of this study can be
Sample size taken is small and may not be sufficient to predict theresults with 100 accuracy
The result is based on primary and secondary data that has itrsquos own limitations
The study only covers the area of Delhi that may not beapplicable to other areas
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9194
91
RECOMMENDATIONS
Focus on growing core brands across categories
Reaching out to new geographies within Hapur area
Improve operational efficiencies by leveraging technology
Be the preferred company to meet the health and personal grooming needs of
our target consumers with safe efficacious natural solutions by synthesizing the
deep knowledge of ayurveda and herbs with modern science
Provide consumers with innovative products within easy reach
Vatika hair care centre On the lines of Maricorsquos Kaya Skin Clinic Dabur
could start a venture called Vatika hair care centre which would provide total hair
care solutions It could have hair care experts to solve hair problemsServices could
include dandruff treatment straightening of hair treatment for split endsetc
Position Dabur Chyawanprash as not more of a medicine but as something
which is necessary for health
More initiatives like ldquo Dabur ki Deewarrdquo to increase brand visibility It is an
initiative to occupy shelf space
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9294
92
BIBLIOGRAPHY
Books
Marketing Management Twelfth Edition ndash Philip Kotler amp Kevin Lane Keller
Websites
wwwgooglecom
wwwdaburcom
wwwtutor2unet
wwwbrandchannelcom
The time of india
Forbs magazing
Hinustan time
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9394
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9494
YES NO
7Which pack size do you prefer
YES NO
8On what parameters do you choose this pack size
YES NO
9 how do u increase the company position
YES NO
10 how you increase your company position in market agains other company
YES NO
![Page 90: Making by Th Harsh Pandit](https://reader033.vdocuments.mx/reader033/viewer/2022052406/577cd3191a28ab9e7896af7d/html5/thumbnails/90.jpg)
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9094
90
LIMITATIONS
No study is free from limitations The limitations of this study can be
Sample size taken is small and may not be sufficient to predict theresults with 100 accuracy
The result is based on primary and secondary data that has itrsquos own limitations
The study only covers the area of Delhi that may not beapplicable to other areas
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9194
91
RECOMMENDATIONS
Focus on growing core brands across categories
Reaching out to new geographies within Hapur area
Improve operational efficiencies by leveraging technology
Be the preferred company to meet the health and personal grooming needs of
our target consumers with safe efficacious natural solutions by synthesizing the
deep knowledge of ayurveda and herbs with modern science
Provide consumers with innovative products within easy reach
Vatika hair care centre On the lines of Maricorsquos Kaya Skin Clinic Dabur
could start a venture called Vatika hair care centre which would provide total hair
care solutions It could have hair care experts to solve hair problemsServices could
include dandruff treatment straightening of hair treatment for split endsetc
Position Dabur Chyawanprash as not more of a medicine but as something
which is necessary for health
More initiatives like ldquo Dabur ki Deewarrdquo to increase brand visibility It is an
initiative to occupy shelf space
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9294
92
BIBLIOGRAPHY
Books
Marketing Management Twelfth Edition ndash Philip Kotler amp Kevin Lane Keller
Websites
wwwgooglecom
wwwdaburcom
wwwtutor2unet
wwwbrandchannelcom
The time of india
Forbs magazing
Hinustan time
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9394
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9494
YES NO
7Which pack size do you prefer
YES NO
8On what parameters do you choose this pack size
YES NO
9 how do u increase the company position
YES NO
10 how you increase your company position in market agains other company
YES NO
![Page 91: Making by Th Harsh Pandit](https://reader033.vdocuments.mx/reader033/viewer/2022052406/577cd3191a28ab9e7896af7d/html5/thumbnails/91.jpg)
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9194
91
RECOMMENDATIONS
Focus on growing core brands across categories
Reaching out to new geographies within Hapur area
Improve operational efficiencies by leveraging technology
Be the preferred company to meet the health and personal grooming needs of
our target consumers with safe efficacious natural solutions by synthesizing the
deep knowledge of ayurveda and herbs with modern science
Provide consumers with innovative products within easy reach
Vatika hair care centre On the lines of Maricorsquos Kaya Skin Clinic Dabur
could start a venture called Vatika hair care centre which would provide total hair
care solutions It could have hair care experts to solve hair problemsServices could
include dandruff treatment straightening of hair treatment for split endsetc
Position Dabur Chyawanprash as not more of a medicine but as something
which is necessary for health
More initiatives like ldquo Dabur ki Deewarrdquo to increase brand visibility It is an
initiative to occupy shelf space
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9294
92
BIBLIOGRAPHY
Books
Marketing Management Twelfth Edition ndash Philip Kotler amp Kevin Lane Keller
Websites
wwwgooglecom
wwwdaburcom
wwwtutor2unet
wwwbrandchannelcom
The time of india
Forbs magazing
Hinustan time
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9394
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9494
YES NO
7Which pack size do you prefer
YES NO
8On what parameters do you choose this pack size
YES NO
9 how do u increase the company position
YES NO
10 how you increase your company position in market agains other company
YES NO
![Page 92: Making by Th Harsh Pandit](https://reader033.vdocuments.mx/reader033/viewer/2022052406/577cd3191a28ab9e7896af7d/html5/thumbnails/92.jpg)
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9294
92
BIBLIOGRAPHY
Books
Marketing Management Twelfth Edition ndash Philip Kotler amp Kevin Lane Keller
Websites
wwwgooglecom
wwwdaburcom
wwwtutor2unet
wwwbrandchannelcom
The time of india
Forbs magazing
Hinustan time
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9394
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9494
YES NO
7Which pack size do you prefer
YES NO
8On what parameters do you choose this pack size
YES NO
9 how do u increase the company position
YES NO
10 how you increase your company position in market agains other company
YES NO
![Page 93: Making by Th Harsh Pandit](https://reader033.vdocuments.mx/reader033/viewer/2022052406/577cd3191a28ab9e7896af7d/html5/thumbnails/93.jpg)
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9394
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9494
YES NO
7Which pack size do you prefer
YES NO
8On what parameters do you choose this pack size
YES NO
9 how do u increase the company position
YES NO
10 how you increase your company position in market agains other company
YES NO
![Page 94: Making by Th Harsh Pandit](https://reader033.vdocuments.mx/reader033/viewer/2022052406/577cd3191a28ab9e7896af7d/html5/thumbnails/94.jpg)
8132019 Making by Th Harsh Pandit
httpslidepdfcomreaderfullmaking-by-th-harsh-pandit 9494
YES NO
7Which pack size do you prefer
YES NO
8On what parameters do you choose this pack size
YES NO
9 how do u increase the company position
YES NO
10 how you increase your company position in market agains other company
YES NO