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INFINITY MANAGEMENT & engineering COLLEGESAGAR, M.P.
SUMMER INTERNSHIP PROJECT REPORT
ON TITLE
MARKETING RESEARCH FOR ASSESSING
PERFORMANCE OF DABUR PRODUCTS
BY
ABID ALI
SUBMITTED TO:
SIR SANDEEP JAIN PROF.ASHFAQ SIDDIQUESr BDM Professor & head,DABUR INDIA LIMITED department of management
Studies
Dr. Hari Singh Gaur Vishwavidhalaya Sagar (M.P.)
Session 2009-11
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DABUR INDIA LIMITED
ONE OF INDIAS MOST ADMIRED
COMPANY
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STUDENT DECLARATION
I hereby declare that this project report titled MARKETING RESEARCH FOR
ASSESSING PERFORMANCE OF DABUR PRODUCTS. is executed as per the course
requirement for the mba program in management. I have not been submitted by
me or any other person to any other university or institution for degree or
diploma. Its my own work.
Place:
Date:
ABID ALIMBA iii
rdsem
(2010-2012)
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ACKNOWLEDGEMENTI offer a great many thanks to a great many people who helped and supported
me during the project. My deepest thanks to (HOD) Prof ASHFAQ SIDDIQUE, The
Guide of the project for guiding and correcting various documents of mine with
attention and care. She has taken pain to go through the project and make
necessary correction as and when needed. I express my thanks to the Director
of, INFINITY MANAGEMENT AND ENGINEERING COLLAGE SAGAR, for extending his
support. My deep sense of gratitude to Mr. SANDEEP JAIN Sr.business
development officer, Dabur India ltd. support and guidance. Thanks and
appreciation to the helpful people at Dabur India ltd., for their support. I wouldalso thank my Institution and my faculty members without whom this project
would have been a distant reality. I also extend my heartfelt thanks to my family
and well wishers.
I am very thankful to everyone who all supported me, for I have completed my
project effectively and moreover on time.
I am equally grateful to my department he gave me moral support and guided
me in different matters regarding the topic. she had been very kind and patient
while suggesting me the outlines of this project and correcting my doubts. I thankher for her overall supports.
Last but not the least, I would like to thank my parents who helped me a lot in
gathering different information, collecting data and guiding me from time to
time in making this project .despite of their busy schedules ,they gave me
different ideas in making this project unique.
Thanking youABID ALIINFINITY MANAGEMENT AND ENGINEERING COLLAGE
SAGAR
MBA-2010-2012
http://www.blurtit.com/q6229703.htmlhttp://www.blurtit.com/Sports_Leisure/Hobbies/Collecting/http://www.blurtit.com/Sports_Leisure/Hobbies/Collecting/http://www.blurtit.com/q6229703.html7/30/2019 Dabar Abid
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PREFACEEducation becomes more meaningful when its theoretical aspects
are combined with the practical experiences .This provides an opportunity to
the student to improve there understanding of the studies.
Master of business administration of finance is course which combines
with theory and its application as its contents of study in the field of
management as a part of this course every aspirant has to go undergo AT LEAST
FIVE WEEKS Summer Training in organization of repute the purpose of this
training is to expose the student of management to real business situation and
to provide insight in to the various functions carried out with in the organization.
I am fortunate enough to gat the opportunity of my Summer Training in
the DABUR LTD..
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CONTENTSCERTIFICATE
DECLARATION
ACKNOWLEDMENT
PREFACE
INTRODUCTION
oBUSINESS PORTFOLIO
oVISION & MISSION
oMILESTONES
OBJECTIVES
MARKET RESEARCH
MARKETING ANALYSIS OF DABUR INDIA LIMITED
Concept of Marketing
Marketing Mix
4 Ps of Marketing
DATA ANALYSIS AND INTERPRETATION
FINDINGS AND RECOMMENDATIONS
CONCLUSION AND SUGGESTION
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BIBLIOGRAPHY
INTRODUCTION TO DABUR
FOUNDER AND LEADERS
Founding Thoughts:" What is that li fe worth which cannot bri ngcomfor t to others"
The story of Dabur began with a small, but visionary
endeavour by Dr. S. K. Burman, a physician tucked away inBengal. His mission was to provide effective and affordablecure for ordinary people in far-flung villages. Withmissionary zeal and fervour, Dr. Burman undertook the taskof preparing natural cures for the killer diseases of those days,like cholera, malaria and plague.
Soon the news of his medicines traveled, and came to be known. as the trusted
'Daktar' or Doctor who came up with effective cures. And that is how his ventureDabur 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. Burman's commitment and ceaseless efforts resulted in the company growingfrom a fledgling medicine manufacturer in a small Calcutta house, to a householdname that at once evokes trust and reliability.
Dabur india ltd. Is the fourth largest FMCG company in india with the revenuesof us$ 750 million (3390 crore) and market capitalization of us$ 3.5 billion (overRS 16000 crore)building on a legacy of quality and experience of over 125 years.dabur operates in key consumer products categories like hair care, oral care, healthcare, skin care, home care & foods.
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DABUR AT-A-GLANCE
Dabur India Limited has marked its presence with significant achievements and today
commands a market leadership status. Our story of success is based on dedication tonature, corporate and process hygiene, dynamic leadership and commitment to our
partners and stakeholders. The results of our policies and initiatives speak forthemselves.
Leading consumer goods company in India with a turnover of Rs. 2834.11Crore
3 major strategic business units (SBU) - Consumer Care Division (CCD),
Consumer Health Division (CHD) and International Business Division (IBD) 3 Subsidiary Group companies - Dabur International, Fem Care Pharma and
newu. 17 ultra-modern manufacturing units spread around the globe Products marketed in over 60 countries Wide and deep market penetration with 50 C&F agents, more than 5000
distributors and over 2.8 million retail outlets all over India
SHORT DESCRIPTION OF 3 MAJOR STRATEGIC BUSINESS UNITS (SBU)
Consumer Care Division (CCD):-
Adresses consumer needs across the entire FMCG spectrum through fourdistinct business portfolios of Personal Care, Health Care, Home Care & Foods.
Master Brands:
Dabur - Ayurvedic healthcare products
Vatika - Premium hair care Hajmola - Tasty digestives Ral - Fruit juices & beverages Fem - Fairness bleaches & skin care products
9 Billion-Rupee brands: Dabur Amla, Dabur Chyawanprash, Vatika, Ral, Dabur RedToothpaste, Dabur Lal Dant Manjan, Babool, Hajmola and Dabur Honey
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Strategic positioning of Honey as food product, leading to market leadership(over 75%) in branded honey market
Dabur Chyawanprash the largest selling Ayurvedic medicine with over 65%market share.
Vatika Shampoo has been the fastest selling shampoo brand in India for three
years in a row Hajmola tablets in command with 60% market share of digestive tabletscategory. About 2.5 crore Hajmola tablets are consumed in India every day
Leader in herbal digestives with 90% market share
Consumer Health Division (CHD)
Offers a range of classical Ayurvedic medicines and Ayurvedic OTC products thatdeliver the age-old benefits of Ayurveda in modern ready-to-use formats
Has more than 300 products sold through prescriptions as well as over the counter Major categories in traditional formulations include:
- Asav Arishtas- Ras Rasayanas- Churnas- Medicated Oils
Proprietary Ayurvedic medicines developed by Dabur include:- Nature Care Isabgol
- Madhuvaani- Trifgol
Division also works for promotion of Ayurvedic through organized community of traditionalpractitioners and developing fresh batches of students
International Business Division (IBD)
Caters to the health and personal care needs of customers across different international markets,spanning the Middle East, North & West Africa, EU and the US with its brands Dabur & Vatika
Focus markets:- Nigeria- Bangladesh- Nepal and US
http://www.dabur.com/Products-Health%20Care-Chyawanprashhttp://www.dabur.com/Products-Ayurvedic%20Specialitieshttp://www.dabur.com/Products-Ayurvedic%20Specialitieshttp://www.dabur.com/Products-Health%20Care-Chyawanprash7/30/2019 Dabar Abid
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Business portfolio of Dabur
PERSONAL CARE:-Dabur has a widerange of personal care products and someproducts as Dabur amla hair oil, vatica
sampoo, dabur gulabari, u veda etc.
HEALTH CARE :-Dabur chyawanpraDabur Shwaasamrit, Dabur Pilochek, Daheal-ek, Hajmola Candy, PudinH Dabur Blood Purifier etc.
Home care &Food products:-
Tomato ketchupLemoneezeCapsico
CornflourPineapple sliceFruit cocktailTomato puree
Real juice segment
RealActive
burrst
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VISION AND PRINCIPLES
"Dedicated to the halth 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 & 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 & transparency in a boundary-less
organization. We are intellectually honest in advocating proposals, including recognizing
risks.
Continuous innovation in products & processes is the basis of our success.
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We are committed to the achievement of business success with integrity. We are honest with
consumers, with business partners and with each other.
STRATEGIC INTENTWe intend to significantly accelerate profitable growth. To do this, we will:
Focus on growing our core brands across categories, reaching out to new geographies,
within and outside India, and 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 our deep knowledge o
ayurveda and herbs with modern science
Provide our consumers with innovative products within easy reach
Build a platform to enable Dabur to become a global ayurvedic leader
Be a professionally managed employer of choice, attracting, developing and retaining
quality personnel
Be responsible citizens with a commitment to environmental protection
Provide superior returns, relative to our peer group, to our shareholders
MILESTONES TO SUCCESS
1884 - Established by Dr. S K Burman at Kolkata 1896 - First production unit established at Garhia 1919 - First R&D unit established Early 1900s - Production of Ayurvedic medicines. 1930 - Automation and upgradation of Ayurvedic products manufacturing initiated 1936 - Dabur (Dr. S K Burman) Pvt. Ltd. Incorporate 1940 - Personal care through Ayurveda 1949 - Launched Dabur Chyawanprash in tin pack 1957 - Computerisation of operations initiated 1970 - Entered Oral Care & Digestives segment 1972 - Shifts base to Delhi from Calcutta 1978 - Launches Hajmola tablet 1979 - Dabur Research Foundation set up 1979 - Commercial production starts at Sahibabad, the most modern herbal medicines plant
that time 1984 - Dabur completes 100 years 1988 - Launches pharmaceutical medicines 1989 - Care with fun
The Ayurvedic digestive formulation is converted into a children's fun product with the launof Hajmola Candy. In an innovative move, a curative product is converted to a confectionaritem for wider usage.
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1994 - Comes out with first public issue 1994 - Enters oncology segment 1994 - Leadership in health care 1996 - Enters foods business with the launch of Real Fruit Juice 1998 - Burman family hands over management of the company to professionals
2000 - The 1,000 crore markDabur establishes its market leadership status by staging a turnover of Rs.1,000 2001 - Super specialty drugs 2002 - Dabur record sales of Rs 1163.19 crore on a net profit of Rs 64.4 crore 2003 - Dabur demerges Pharmaceuticals business 2007 - Celebrating 10 years of Real 2007 - Dabur Foods merged with Dabur India 2008 - Acquires Fem Care Pharma 2009 - Dabur Red Toothpaste joins 'Billion Rupee Brands' club
Dabur Red Toothpaste becomes the Dabur's ninth Billion Rupee brand. Dabur Red Toothpastecrosses the billion rupee turnover mark within five years of its launch.
SUSTAINABILITY REPORT
At Dabur, environment and nature is the lifeline of our business. With a portfolio of Ayurvedic and
nature-based products, conservation of nature & natural resources is deep rooted in our organizational
DNA, and in every aspect of our ever-growing business. We, at Dabur, have not merely incorporated
the concept of sustainability into the core of our business but have, in fact, expanded it to encompass
our aspirations and responsibilities to the society and to the environment. It is this concept that inspires
us to optimize our business performance to tackle the new and growing challenges of environment and
technology.
It is a concept on which we aspire to build an organization that will continue to increase value for all
our stakeholders for generations to come, through intensive focus on Conservation of Energy and
Technology Absorption, along with Health, Safety and Environment Protection.
CONSERVATION OF ENERGY
Dabur has been undertaking a host of energy conservation measures. Successful implementation of
various energy conservation projects have resulted in a 13.8% reduction in the Companys energy bill
in the 2008-09 fiscal alone. What was noteworthy was the fact that this reduction has come despite an8-9% volume increase in manufacturing, and an average 11.7% increase in cost of key input fuels.
The host of measures key among them being use of bio-fuels in boilers, generation of biogas and
installation of energy efficient equipment helped lower the cost of production, besides reduce
effluent and improve hygiene conditions & productivity.
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Technology Absorption
Dabur has also made continuous efforts towards technology absorption and innovation, which have
contributed towards preserving natural resources. These efforts include:
Minimum use of water in process by pre-concentration of herbal extract and reduction in
concentration time
Uniform heating in VTDs by hot water as against steam earlier, resulting in 30% reduction in
bulk wastage by using non-stick coating and formulation change
Improvement in water treatment plant through introduction of RO (Reverse Osmosis) system
for DM water, reutilization of waste water from pump seal cooling and RO reject waste-watermanagement
Introduction of water efficient CIP system with recycling of water in fruit juice manufacturing
Development of in-house technology to convert fruit waste into organic manure by using the
culture Lactobacilus burchi
The Company has achieved a host of significant benefits in terms of product improvement, cost
reduction, product development, import substitution, cleaner environment and waste disposal, amongst
others.
HEALTH SAFETY & ENVIRONMENTAL REVIEWRenewing the commitment to Health Safety and Environment, Dabur has formulated a policy focusing
on People, Technology and Facilities. A dedicated Safety Management Team has also been put in
place to work towards the prevention of untoward incidents at the corporate and unit level, besides
educate & motivate employees on various aspects of Health, Safety and Environment.
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The Company is also continuously monitoring its waste in adherence with the pollution control norms.
In pursuance of its commitment towards the society, efforts have also been initiated to conserve and
maintain the ground water level. The efforts include implementation of rainwater harvesting, which
has delivered encouraging results and has put the company on the path to becoming a Water-Positive
Corporation.
Dabur also initiated a Carbon Foot Print Study at the unit level with an aim to become a carbon
positive Company in years to come.
At Dabur, we are committed to sustainable development throughout our diverse operations. And, we
will strive to translate the good intentions into concrete and lasting results, contributing to the ultimate
good of the society.
IT INITIATIVES
At Dabur India Limited, knowledge and technology are key resources which have helped the Companyachieve higher levels of excellence and efficiency. Towards this overall goal of technology-drivenperformance, Dabur is utilizing Information Technology in a big way. This will help in integrating avast distribution system spread all over India and across the world. It will also cut down costs andincrease profitability.
Our major IT Initiatives
Migration from Baan and Mfg ERP Systems to centralized SAP ERP system from 1st April2006 for all business units.
Implementation of a country wide new WAN Infrastructure for running centralized ERPsystem.
Setting up of new Data Centre at KCO Head Office. Extension of Reach System to distributors for capturing Secondary Sales Data. Roll out of IT services to new plants and CFAs.
Future Challenges
Forward Integration of SAP with Distributors and Stockists. Backward Integration of SAP with Suppliers. Implementation of new POS system at Stockist point and integration with SAP-ERP. Implementation of SAP HR and payroll. SAP Roll-out to DNPL and other new businesses.
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OBJECTIVES
1. To know the scope for the market and market share.
2. To know the habit of the people of sagar City.
3. To know the purpose of fmcg sector in industry .
4. To know the influencing force behind the decision making while trading in market.
5. To find out the best pattern to Supply chain management.
6. To find out the medium which is the best suitable for trading on between retailers.
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MARKET RESEARCH
Market research is a process to find out the specific problem and opportunities. it mayalso use for a product-preference test, a sales forecast or an advertising evaluation. we
define market research as the systematic design, collection, analysis, and reporting ofdata and findings relevant to a specific marketing situation facing by a company .
In other words the activities undertaken by an organization to determine the nature ofits customers and competitors, as well as the demand for its products or services alongwith the features that customers prefer in similar products or services.
MARKET RESEARCH PROCESS(HOW DONE MARKET RESEARCH )
]
DEFINE THERESEARCH PROBLEM
DEVELOP THE
RESEARCH PLAN
COLLECT THEINFORMATION
ANALYZE THE
INFORMATION
PERCENT THE
FINDINGS
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STEP-1(DEFINE RESEARCH PROBLEM):-
Dabur India Ltd. has a big product line of home made (cooking pastes and purees)and other items which mostly uses in Indian kitchen. The research problem is tofind out the market share, competitors of Dabur in same product line and alsofind out market size for all the products to which they have lunched.
They are also planning to launch some products such as mango pulp, tomato paste,snack dressing etc so that also need to find out market size for these products andleading organizations in this product line.
STEP-2 (DEVELOP THE RESEARCH PLAN):-
DATA SOURCE: - data source is primary data and sample size was onehundred fifty. Primary data was collected through survey questionnaire becausesurvey are the best suited for the descriptive research. it is used to learn aboutpeoples knowledge, beliefs, preference and satisfaction.
RESEARCH INSTRUMENTS:-The instrument that I used in myresearch was questionnaire.
SAMPLING PLAN:-
SAMPLING UNIT:-I include to all those institutions (hotels andrestaurants) in my sampling unit who has its own store to cater the facilitiesto inside and outside visitors.
SAMPLE SIZE:-The sample size was one hundred fifty.
STEP-3(COLLECT THE INFORMATION)
I was collect the information through the questionnaire. And after collecting therelevant information store it in excel format.
STEP-4(DATA ANALYSIS):-Now i am going to have a inside of my research
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MARKETING ANALYSIS
OF
DABUR INDIA LIMITED
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MARKETING MIX
Marketing mix refers to the ingredients or the tools or the variables which
the marketeer mixes in order to interact with a market. It is a set of
marketing tools that the firm uses to pursue its marketing objectives in the
target market. Marketing mix includes the following activities -product
planning, pricing, branding, packaging, channels of distribution, displays,
physical handling, advertising etc.
All the activities listed above create what a marketeer offers to the market.
It is through these that market is created and managed. The above list of
marketing mix elements was reclassified by McCarthy into four categories
popularly known as four Ps of marketing -: product, price, place and
promotion.
PRODUCT
Product mix
Packaging
Labeling
Product quality
Branding
PLACE
Channel strategy
Intermediaries
Channel conflict
Channel selection
Physical distribution
PRICE
Price methodsPricing strategies
Price policy
Price changes
PROMOTION
Promotion mixAdvertising
Sales promotion
Personal selling
Publicity
Public relations
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4 PS
OF
DABUR INDIA LIMITED
PRODUCT
PRICE
PLACE
PROMOTION
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PRODUCT
The product is the physical good or service offered to the consumer. The
product is the most visible element of the marketing mix. When a firm
introduces a number of products over time gradually, its offerings become
many. That is, the firm becomes a multi product firm.
Similarly, Dr. S. K. Burman started a small pharmacy in Calcutta in 1884
where he launched his mission of providing health care products. Which was
later made a full fledged company Dabur (Dr. S. K. Burman) India Limited
started with only few ayurvedic medicines. But now it has a bigger portfolio
of products of variety of brands like hair care, health care, baby care & other
different types of Home & Personal care products along with food and
digestive products. Further the company can increase the depth of an item
in the line by adding new variants. For example Dabur has added different
flavours like orange and lime to its Glucon D.
Daburs diverse product range is today manufactured in 9 manufacturing
facilities within India and 5 other worldwide. Dabur's Ayurvedic Specialities
Division has over 260 medicines for treating a range of ailments and body
conditions-from common cold to chronic paralysis.
Over the past two years, Daburs product portfolio has been systematically
overhauled through re-launches and brand extensions, even as fresh forays
have been made into new categories such as hair, skin care and home care.
Recently two new products, disinfectant cleaner and kitchen cleaner under
Dazzl brand. All these launches of new kinds of products will help the
company to capture the potential market arising from the growing needs of
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the fast expanding market, especially the aspiring and affluent Indian
household categories.
Dabur brands are broadly divided in to six categories:-
1) Health Care
2) Personal Care
3) Home Care
4) Ayurvedic Specialities
5) Foods
6) Guar Gum
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MARKET SHARE OF DABUR
Dabur India Ltd. is Indias third largest fast moving consumer goods
company by sales.
Some of their achievements are
Strategic positioning of Honey as food product, leading to market
leadership (over 40%) in branded honey market
Dabur Chyawanprash the largest selling Ayurvedic medicine with over
65% market share.
Leader in herbal digestives with 90% market share
Hajmola tablets in command with 75% market share of digestive
tablets category
Dabur Lal Tail tops baby massage oil market with 35% of total share
http://www.dabur.com/en/products/Health_Care/Health_Supplements/Chyawanprash/http://www.dabur.com/en/products/Health_Care/Health_Supplements/Chyawanprash/7/30/2019 Dabar Abid
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PRICE
Price is normally expressed in monetary terms. It is worth of a product or
service in monetary terms. Price is the value which a buyer passes on to the
seller in lieu of the product or service provided. Price is a crucial determinant
of the fact whether the exchange between the buyer and seller should
materialize or not. While pricing the products three main factors should be
kept in mind -:
1.Cost
2.Competition
3.consumer demand
Pricing Strategies of Dabur
Dabur has stepped up the pace of new product launches and is investing ad
spend and marketing. The entire product portfolio is also tweaked to include
premium offerings such as more variants under almost every category, like
Dabur Vatika Hair Oil is available in 3 different versions .
Dabur is today seen as far more proactive in the market. Dabur is now an
external oriented company. Across the whole organization the company have
one definition of winning, and that means not just growing, but growing
completely. Over the last two years, Dabur has maintained its operating
margins through judicious price hikes across products and reduction in pack
sizes.
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The three main factors affecting the pricing strategies have been discussed
below -:
I. COST
One of the most important factor to take care while pricing is the cost costs
set the floor for pricing decisions. There are two types of cost variable cost
and fixed cost. It is important that the price should recover all costs
including a fair return for undertaking the marketing effort and risk.
II. COMPETITION
Competition is another important consideration while pricing. When a firm
does not face any competition it can enjoy complete freedom in fixing its
price. But when there are competitors selling the same or similar products,
the pricing freedom is considerably reduced. Its price must fall in line with
the competitors. Similarly Dabur India Limited also has many competitors.
But Daburs top selected competitors are:-
1. Hindustan Unilever Limited
2. Proctor and Gamble
3. Pepsi co.
4. Colgate Palmolive
5. Godrej Industries
6. Marico Ltd. etc.
III. CONSUMER DEMANDDabur learned that the majority of Indian population tends to go towards the
Indianised natural and herbal products thus they made it their USP. Dabur is
efficiently leading the market with this product range, providing the
customers with special products easily.
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PLACE
Place in the context of marketing mix refers to a set of decisions that need
to be taken in order to make the products available to the customers for
purchase and consumption. Making the products available to the customers
require development of channels of distribution and physical distribution of
products.
CHANNELS OF DISTRIBUTION
Channels of distribution refers to the path taken by the goods in their
movement to the customers. For instance, the toothpaste we use is
manufactured in the factory of a company Dabur. But before it reaches us it
passes through the hands of many middlemen who help it come to you in
right time, at right place and in right quantity.
Daburs distribution network is recognised as one of its key strengths. Its
focus is not only to enable easy access to our brands, but also to touch
consumers with a three-way convergence - of product availability, brand
communication, and higher levels of brand experience.
A Diagram explaining the channels of Distribution is given below
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(C&FA) 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
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taking orders first and then placing the order. From here the goods finally
reaches to Customers. Customer purchases the product from retailers.
Manufacturing Plant
Clearing and forwarding agent (different regions)
Stockist A Stockist B Stockist C
Retailers Retailers Retailers Retailers Retailers Retailers
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C O N S U M E R S
STOCKIEST OR DISTRIBUTORS
Stockiest store the products in their godowns, C&FA 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.
Companies sales officer keeps a check on the stockiest and monthly
report is also prepared which is further analyzed by ASM & ZSM.
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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.
Margin of retailers is always higher than stockiest.
Retailers are the ones 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.
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PROMOTION
Once the product has been manufactured, priced rightly and is distributed,
the next task of the marketer is to inform potential customer about the
product and persuade them to buy the same. The promotion element of
marketing mix is concerned with activities that are undertaken to
communicate with both customers and participants in the channel of
distribution such that sales goals are realized. There are different
promotional activities like-: Advertising, Sales promotion, trade promotion,
personal selling etc. but one of the most convenient and effective one that
most of the industries uses is the Advertising and Sales Promotion.
Advertising
Advertising is a form of communication that typically attempts to persuade
potential customers to purchase or to consume more of a particular brand of
product or service. Many advertisements are designed to generate increased
consumption of those products and services through the creation and
reinforcement of "brand image" and "brand loyalty". For these purposes,
advertisements sometimes embed their persuasive message with factual
information. Every major medium is used to deliver these messages,
including television, radio, cinema, magazines, newspapers, video games,
the Internet and billboards. Advertising is often placed by an advertising
agency on behalf of a company or other organization.
Dabur has created the huge brand image and a vast product following by
associating mega-names like Amitabh Bachchan, Rani Mukhurjee, Vivek
Oberoi, Mandira Bedi etc. Dabur invested Rs. 150 crore just on the
advertising of Real Fruit Juice and Real Active. So far the company has
http://en.wikipedia.org/wiki/Communicationhttp://en.wikipedia.org/wiki/Customershttp://en.wikipedia.org/wiki/Purchasehttp://en.wikipedia.org/w/index.php?title=Consume&action=edit&redlink=1http://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/wiki/Producthttp://en.wikipedia.org/wiki/Servicehttp://en.wikipedia.org/wiki/Advertisementshttp://en.wikipedia.org/wiki/Brand_imagehttp://en.wikipedia.org/wiki/Brand_loyaltyhttp://en.wikipedia.org/wiki/Televisionhttp://en.wikipedia.org/wiki/Radiohttp://en.wikipedia.org/wiki/Cinemahttp://en.wikipedia.org/wiki/Magazineshttp://en.wikipedia.org/wiki/Newspapershttp://en.wikipedia.org/wiki/Video_gameshttp://en.wikipedia.org/wiki/Internet_advertisinghttp://en.wikipedia.org/wiki/Billboardshttp://en.wikipedia.org/wiki/Advertising_agencyhttp://en.wikipedia.org/wiki/Advertising_agencyhttp://en.wikipedia.org/wiki/Advertising_agencyhttp://en.wikipedia.org/wiki/Advertising_agencyhttp://en.wikipedia.org/wiki/Billboardshttp://en.wikipedia.org/wiki/Internet_advertisinghttp://en.wikipedia.org/wiki/Video_gameshttp://en.wikipedia.org/wiki/Newspapershttp://en.wikipedia.org/wiki/Magazineshttp://en.wikipedia.org/wiki/Cinemahttp://en.wikipedia.org/wiki/Radiohttp://en.wikipedia.org/wiki/Televisionhttp://en.wikipedia.org/wiki/Brand_loyaltyhttp://en.wikipedia.org/wiki/Brand_imagehttp://en.wikipedia.org/wiki/Advertisementshttp://en.wikipedia.org/wiki/Servicehttp://en.wikipedia.org/wiki/Producthttp://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/w/index.php?title=Consume&action=edit&redlink=1http://en.wikipedia.org/wiki/Purchasehttp://en.wikipedia.org/wiki/Customershttp://en.wikipedia.org/wiki/Communication7/30/2019 Dabar Abid
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DATA ANALYSIS AND INTERPRETATION
PRODUCT CORN FLOUR
BRAND USING ANALYSIS OF CORNFLOUR
BRAND NAME NO. OF ACCOUNTS USE
WEEKFIELD 77
BEE GEE INDIA (THREE BIRDS) 43
SHREE FOODS 9
LEMELA 7
NEATURE 1
BROWN ANDPOLSION 1
DABUR 10NOT USING 2
TOTAL 150
WEEKFIELD
51%
BEE GEE INDIA
(THREE BIRDS)
29%
SHREE FOODS
6%
LEMELA5%
NEATURE
0%
BROWN AND
POLSION
1%
DABUR
7%
NOT USING
1%
EXISTING BRANDS AND MARKET SHARE
WEEKFIELD
BEE GEE INDIA (THREE BIRDS)
SHREE FOODS
LEMELA
NEATURE
BROWN ANDPOLSION
DABUR
NOT USING
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FINDINGS AND RECOMMENDATIONS FOR CORNFLOUR
After analyze the data there are some findings in terms of different brandsavailable in market and their market share.
After analysis the data I found that there are seven (7) brands available in marketnamed as-
WEEK FIELD :week field is the market leader with share of fifty one
(51%) percent. more then 50 percent market is captured by week field.
BEE GEE INDIA (THREE BIRDS):-it is the second brand in the market
with twenty nine (29%) percent market share. it is the market challenger
with 29 percent market share. it is local brand of sagar .
SHREE FOODS:-it is catered by shree foods ltd. it is also local brand of
sagar. it has six (6%) percent market share.
DABUR (NATURES BEST):-it has seven (7%) percent market share.
LEMELA:-it has five (5%) percent market share.
BROWN & POLSON:-it has captured one (1%) percent market.
NEATURES:-it has one (1%) market share .
NOT USING: - there are two (2%) accounts who dont use corn flour.
RECOMMENDATIONS:-As far as I thing there is no problem in the quality of Dabur corn flour
because at the time of data collection I asked no. of questions to users interms of quality, rate and pack size. According to some users it is little bit
expensive.
Peoples are not aware about Dabur corn flour.
We require to do advertisement and marketing.
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MARKET SIZE ANALYSIS
TYPES OF ACCOUNTS NO. OF ACCOUNTS
NO. OF ACCOUNTS USING 148
NO. OF ACCOUNTS NOT USING 2TOTAL SAMPLE SIZE 150
FINDINGS:-
According to market research findings there are ninety (99%) percent
institutions are using corn flour and there is only one (1%) percent
institutions are not using corn flour.
If we talk about the consumption, there is no more consumption. Two and
three big institutions are using more than 100kg corn flour ,remaining all
institutions are using 20-30 kg corn flour.
NO. OF ACCOUNTS
USING
99%
NO. OF ACCOUNTS
NOT USING
1%
MARKET SIZE ANALYSIS
NO. OF ACCOUNTS USING
NO. OF ACCOUNTS NOT USING
PRODUCT: C0RNFLOUR
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BRAND USING ANALYSIS OF LEMONEEZE
BRAND NAME NO. OF ACCOUNTS USE
LEMONEEZE(DABUR) 3
ROYAL BURTON 1
LIMECARDILE 2
USING FRESH LEMONS 146
TOTAL 152
FINDINGS:-
After analyze the data there are some findings in terms of different brandsavailable in market and their market share.After analysis the data I found that there are three (3) brands available in marketnamed as-LEMONEEZE (DABUR):-it has two (2%) market share.
ROYAL BURTON:-it has one (1%) market share.
LIMECARDILE:-it also has one (1%) market share, people are awareabout this product. it uses as complimentary.
USING FRESH LEMONS:-approximately ninety six (96%) percent
institutions are using fresh lemons.
It is mostly used in summers (April to June )
LEMONEEZE(DABUR)
2%
ROYAL BURTON
1%
LIMECARDILE
1%
USING FRESH LEMONS
96%
EXISTING BRANDS AND MARKET SHARE
LEMONEEZE(DABUR)
ROYAL BURTON
LIMECARDILE
USING FRESH LEMONS
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MARKET SIZE ANALYSIS OF LEMONEEZE
TYPES OF ACCOUNTS NO. OF ACCOUNTS
NO. OF ACCOUNTS USING 6NO. OF ACCOUNTS NOT USING 144
TOTAL SAMPLE SIZE 150
FINDINGS:
According to research finding there are only four (4%) percent
institutions are using lemoneeze and ninety six (96%) percent
institution are using fresh lemons.
The market is not potential for this type of product because it ismostly used by big institutions. it can be introduce in only big
institutions.
People are more habitual to use fresh lemons.
People are not aware about this product thats why we required to
do advertisement and approaching to big institution.
NO. OF ACCOUNTS
USING
4%
NO. OF ACCOUNTS
NOT USING
96%
MARKET SIZE ANALYSIS
NO. OF ACCOUNTS USING
NO. OF ACCOUNTS NOT USING
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BRAND USING ANALYSIS OF CAPSICO
BRAND NAME NO. OF ACCOUNTS USECAPSICO 28
TABASCO 32
NOT USING 90
TOTAL 150
FINDINGS:-
After analyze the data there are some findings in terms of different brandsavailable in market and their market share. After analysis the data I found thatthere are two (2) brands available in market named as-CAPSICO:-ithas nineteen (19%) percent market share and there is no
problem in terms of quality and rate.
TABASCO:-it has twenty one (21%) percent market, it is the competitor of
capsico (Dabur).
It is mostly used by star category institution thats why we need it approach
in big institution.
There are two brands available in market and having same pack size(60ml)
CAPSICO
19%
TABASCO
21%NOT USING
60%
EXISTING BRANDS AND MARKET SHARE
CAPSICO
TABASCO
NOT USING
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BRAND USING ANALYSIS OF COCONUT MILK
BRAND NAME NO. OF ACCOUNTS USE
THAILAND(king thai) 4
DABUR 9CHOCO 1
CHAOCOH(IMPORTED) 10
CANZ 4
NESTLE 2
NOT USING 120
TOTAL 150
FINDINGS:-After analyze the data there are some findings in terms of different brands available in marketand their market share. After analysis the data I found that there are six (6) brands available inmarket named as-
THAILAND (KING THAI):-it is the imported brand from Thailand. it has one (1%)
percent market share.
DABUR:-it is the second popular brand in market with the six (6%) percent market
share.
CHOCO:-it has one (1%) market share.
CHAOCOH (IMPORTED):-it is also imported brand and it is the first popular brand
with seven (7%) market share.
CANZ:-it is the third popular brand with three (3%) market share.
NESTLE:-it has one (1%) percent market share.
THAILAND(king
thai)
2%DABUR
6% CHOCO1%
CHAOCOH(IMPORTED
)
7%CANZ
3%NESTLE
1%
NOT USING
80%
EXISTING BRANDS AND MARKET SHARE
THAILAND(king thai)
DABUR
CHOCO
CHAOCOH(IMPORTED)
CANZ
NESTLE
NOT USING
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MARKET SIZE ANALYSIS OF COCONUT MILK
TYPES OF ACCOUNTS NO. OF ACCOUNTS
NO. OF ACCOUNTS USING 30
NO. OF ACCOUNTS NOT USING 120TOTAL SAMPLE SIZE 150
FINDINGS :-
If we talk about the market size of coconut milk than there are only twenty
(20%) percent institution which is using coconut milk and eighty (80%)
institutions are not using coconut milk, most of institutions are using coconut
cream and coconut powder.
According to feedback it is used in preparing sea food.
NO. OF ACCOUNTS
USING
20%
NO. OF ACCOUNTSNOT USING
80%
MARKET SIZE ANALYSIS
NO. OF ACCOUNTS USING
NO. OF ACCOUNTS NOT USING
PRODUCT: COCONUT MILK
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BRAND USING ANALYSIS OF HONEY
BRAND NAME NO. OF ACCOUNTS USE
DABUR 134MARRY FOODS 2
NOT USINS 13
TOTAL 149
FINDINGS:-
After analyze the data there are some findings in terms of different brands available in marketand their market share. After analysis the data I found that there are two (2) brands available inmarket named as- REAL HONEY (DABUR):-Real honey (Dabur) is the market leader with the ninety (90%)
percent market share. Most of the market is captured by Dabur honey. There is no
complained in terms of quality and rate. but now the share of Dabur honey is decreasing day
by day, due to some reason-
There is no pack size less than 500 Grm (institutional).
Now days institutions has started using small pack size(15 grm) it is known as
Honey on the table.
HONEY(MARRY FOODS-MUMBAI):-It is the new emerging company and catering
small honey pouch packing known as HONEY ON THE TABLE .it has captured one
(1%)percent market share.
DABUR
90%
MARRY FOODS
1%
NOT USINS
9%
EXISTING BRANDS AND MARKET SHARE
DABUR
MARRY FOODS
NOT USINS
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MARKET SIZE ANALYSIS OF HONEY
TYPES OF ACCOUNTS NO. OF ACCOUNTS
NO. OF ACCOUNTS USING 137NO. OF ACCOUNTS NOT USING 13
TOTAL SAMPLE SIZE 150
FINDINGS:-
According to research findings ninety one (91%) percent institutions
are using honey. There are only nine (9%) percent institution are
not using honey. Thats why the ninety percent market is potential.
NO. OF ACCOUNTS
USING
91%
NO. OF ACCOUNTS
NOT USING
9%
MARKET SIZE ANALYSIS
NO. OF ACCOUNTS USING
NO. OF ACCOUNTS NOT USING
PRODUCT: HONEY
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BRAND USING ANALYSIS OF TOMATO PUREE
BRAND NAME NO. OF ACCOUNTS USE
KAYTIS 39
GOLDEN CROWN 26DABUR(NATURES BEST ) 2
NOGA 8
FRUTINS 19
TOPS 8
KISSAN 2
MORTAN 7
MID LAND 3
GURUJI 2
NOT USING 34
TOTAL 150
KAYTIS
26%
GOLDEN CROWN
17%
DABUR(NATURE,SBEST )
2%
NOGA
5%
FRUTINS
13%
TOPS
5%
KISSAN
1%
MORTAN
5%
MID LAND
2%
GURUJI
1%
NOT USING
23%
EXISTING BRANDS AND MARKET SHARE
KAYTIS
GOLDEN CROWN
DABUR(NEATURS BEST )
NOGA
FRUTINS
TOPS
KISSAN
MORTAN
MID LAND
GURUJI
NOT USING
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FINDINGS AND RECOMMENDATIONAfter analyze the data there are some findings in terms of different brandsavailable in market and their market share. After analysis the data I found thatthere are six (6) brands available in market named as-
KAYTIS:-It is the market leader with twenty three (23%) percent marketshare. It is the most popular brand in the market.
GOLDEN CROWN:-It is the market challenger with seventeen (17%) percent
market share. It is the second most preferred brand in the market.
NEATURS BEST (DABUR):-It has two (2%) percent market share
NOGA:-It has five (5%) percent market share.
FRUTINS:-It has thirteen (13%) percent market share.
TOPS:-It has five (5%) percent market share.
KISSAN:-it has one (1%) percent market share.
MORTAN: - it has five (5%) percent market share.
MID LAND: - it has two (2%) percent market share.
GURUJI: - it has one (1%) percent market share.
NOT USING:-There are approximately twenty three (23%) percent
institutions are not using tomato puree. They prefer to use fresh tomatoes.
RECOMMENDATION:-During the data collection I found that our tomato puree (Dabur) is little bitexpensive and others brands are available between 35-40 rupees. Our competitorgolden crown is selling tomato puree at the rate of forth rupees(40).
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MARKET SIZE ANALYSIS OF TOMATO PUREE
TYPES OF ACCOUNTS NO. OF ACCOUNTS
NO. OF ACCOUNTS USING 116
NO. OF ACCOUNTS NOT USING 34TOTAL SAMPLE SIZE 150
FINDINGS:-
According to research findings the seventy seven (77%) percent institutions areusing tomato puree and there is twenty three (23%) percent institutions are notusing tomato puree because they prefer to use fresh tomatoes.
NO. OF ACCOUNTS
USING
77%
NO. OF ACCOUNTS
NOT USING
23%
MARKET SIZE ANALYSIS
NO. OF ACCOUNTS USING
NO. OF ACCOUNTS NOT USING
PRODUCT: TOMATO PUREE
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BRAND USING ANALYSIS OF TOMATO PASTE
BRAND NAME NO. OF ACCOUNTS USE
P&R 10
NOT USING 140TOTAL 150
FINDINGS:-
After analyze the data there are some findings in terms of different brandsavailable in market and their market share. After analysis the data I found thatthere is only (1) brands available in market named as-
P&R:-There is only one brand available in the market and there is only seven
(7%) percent institutions are using tomato paste. the most of institutions are notusing tomato paste because there is no requirement of tomato paste and ifrequired than they prepare by using fresh tomatoes.
P&R
7%
NOT USING
93%
EXISTING BRANDS AND MARKET SHARE
P&R
NOT USING
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BRAND USING ANALYSIS OF SNACK DRESSING
BRAND NAME NO. OF ACCOUNTS USE
NESTLE 10
KISSAN 2HEINZ 4
CROSS&BLACKWELL 5
BLACK & BARRIES 1
NOT USING 128
TOTAL 150
FINDINGS:-
After analyze the data there are some findings in terms of different brandsavailable in market and their market share. After analysis the data I found thatthere are six (6) brands available in market named as-NESTLE: - it has seven (7%) percent market share.
KISSAN: - it has one (1%) percent market share.
HEINZ: - it has three (3%) percent market share.
CROSS & BLACKWELL: - it has three (3%) percent market share.
BLACK & BARRIES: - it has one (1%) percent market share.
NOT USING: - it has eighty five (85%) percent market share.
NESTLE
7%
KISSAN
1%
HEINZ
3%
CROSS&BLACKWELL
3%
BLACK & BARRIES
1%
NOT USING
85%
EXISTING BRANDS AND MARKET SHARE
NESTLE
KISSAN
HEINZ
CROSS&BLACKWELL
BLACK & BARRIES
NOT USING
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PACK SIZE (USED)ANALYSIS OF SNACK DRESSING
AVAILABLE PACK SIZE NO. OF ACCOUNTS USING
200 ML 4
1 KG 61.2 KG 12
NOT USING 128
TOTAL 150
FINDINGS:-
After analyzing the data there are different pack size (200ml, 1&1.2kg)available in the market. Most of companies prefer 1.2kg (bottle) packsize.
200 ML
3%
1 KG
4%
1.2 KG
8%
NOT USING
85%
PACK SIZE (USED) ANALYSIS
200 ML
1 KG
1.2 KG
NOT USING
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MARKET SIZE ANALYSIS OF SNACK DRESSING
TYPES OF ACCOUNTS NO. OF ACCOUNTS
NO. OF ACCOUNTS USING 22
NO. OF ACCOUNTS NOT USING 128TOTAL SAMPLE SIZE 150
FINDINGS:-
According to research findings only fifteen (15%) percent
institutions are using snack dressing and eighty five (85%) percent
institutions are not using snack dressing.
But according to data findings I cant say that market is not
potential but most of institutions use tomato ketchup and other
alternatives at the requirement of snack dressing.
NO. OF ACCOUNTS
USING
15%
NO. OF ACCOUNTS
NOT USING
85%
MARKET SIZE ANALYSIS
NO. OF ACCOUNTS USING
NO. OF ACCOUNTS NOT USING
PRODUCT: SNACK DRESSING
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BRAND USING ANALYSIS OF TOMATO KETCHUP
BRAND NAME NO. OF ACCOUNTS USE
NESTLE 16
KISSAN 30PINKS 21
MAGGI 33
TOPS 10
HALLS 3
HEINZE 4
RACY 15
GOLDEN CROWN 8
CROSS WELL 7
KAYTIS 3
TOTAL 150
NESTLE
10%
KISSAN
20%
PINKS
14%MAGGI
22%
TOPS
7%
HALLS
2%
HEINZE
3%RACY
10%
GOLDEN CROWN
5%
CROSS WELL
5%KAYTIS
2%
EXISTING BRANDS AND MARKET SHARE
NESTLE
KISSAN
PINKS
MAGGI
TOPS
HALLS
HEINZE
RACY
GOLDEN CROWN
CROSS WELL
KAYTIS
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FINDINGS:-
After analyze the data there are some findings in terms of different brands
available in market and their market share. After analysis the data I found thatthere are six (6) brands available in market named as-
NESTLE: - It has ten (10%) percent market share.
KISSAN: - It has twenty (20%) percent market share.
PINKS: - It has fourteen (14%) percent market share.
MAGGI: - It is the market leader with twenty two (22%) percent market
share.
TOPS:- It has seven (7%) percent market share.
HALLS: - It has two (2%) percent market share.
HEINZE: - It has three (3%) percent market share.
RACY: - It has ten (10%) percent market share.
GOLDEN CROWN: - It has five (5%) percent market share.
CROSS WELL: - It has five (5%) percent market share.
KAYTIS: - It has two (2%) percent market share.
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MARKET SIZE ANALYSIS OF TOMATO KETCHUP
TYPES OF ACCOUNTS NO. OF ACCOUNTS
NO. OF ACCOUNTS USING 150
NO. OF ACCOUNTS NOT USING 0TOTAL SAMPLE SIZE 150
FINDINGS:-
After analysis the data I found that there is not a single institution which is not
using tomato ketchup. The market is (100%) potential.
NO. OF ACCOUNTS
USING
100%
NO. OF ACCOUNTS
NOT USING
0%
MARKET SIZE ANALYSIS
NO. OF ACCOUNTS USING
NO. OF ACCOUNTS NOT USING
PRODUCT : TOMATO KETCHUP
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BRAND USING ANALYSIS OF PINEAPPLE SLICES
BRAND NAME NO. OF ACCOUNTS USE
KAYTIS 52GOLDEN CROWN 25
FRUTINS 27
NOGA 7
MIDLAND 3
NATURAL 1
MORTAN 6
TOP'S 11
DABUR 1
KISSAN 1
NOT USING 16TOTAL 150
KAYTIS
34%
GOLDEN CROWN
17%
FRUTINS18%
NOGA
5%
MIDLAND
2%
NATURAL
1%
MORTAN
4%TOP'S
7%
DABUR
1%
KISSAN
1%
NOT USING
10%
EXISTING BRANDS AND MARKET SHARE
KAYTIS
GOLDEN CROWN
FRUTINS
NOGA
MIDLAND
NATURAL
MORTAN
TOP'S
DABUR
KISSAN
NOT USING
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FINDINGS:-
After analyze the data there are some findings in terms of different brandsavailable in market and their market share. After analysis the data I found thatthere are six (6) brands available in market named as-
KAYTIS: - It has thirty four (34%) percent market share.
GOLDEN CROWN: - It has seventeen (17%) percent market share.
FRUTINS: - It has eighteen (18%) percent market share.
NOGA: - It has five (5%) percent market share.
MID LAND: - It has two (2%) percent market share.
NATURAL: - It has one (1%) percent market share.
MORTAN: - It has four (4%) percent market share.
TOPS:- It has seven (7%) percent market share.
DABUR: - It has one (1%) percent market share.
KISSAN: - It has one (1%) percent market share.
NOT USING: - It has ten (10%) percent market share.
NOTE:-Most of institutions are prefer to use pineapple slice (tin pack).Theydont prefer to use fresh pineapple.
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MARKET SIZE ANALYSIS OF PINEAPPLE SLICES
TYPES OF ACCOUNTS NO. OF ACCOUNTS
NO. OF ACCOUNTS USING 134NO. OF ACCOUNTS NOT USING 16
TOTAL SAMPLE SIZE 150
FINDINGS:-
According to market size analysis there are eighty nine (89%) institutions
are using pineapple slice and only eleven (11%) institutions are not using
pineapple slice. Thats why I can say that the market is potential for
`pineapple slice.
Most of institutions are prefer to use pineapple slice (tin pack).
NO. OF ACCOUNTS
USING
89%
NO. OF ACCOUNTS
NOT USING
11%
MARKET SIZE ANALYSIS
NO. OF ACCOUNTS USING
NO. OF ACCOUNTS NOT USING
PRODUCT : PINEAPPLE SLICE
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BRAND USING ANALYSIS OF FRUIT COCKTAIL
BRAND NAME NO. OF ACCOUNTS USE
KAYTIS 46
GOLDEN CROWN 25NOGA 4
FRUTINS 28
TOP'S 10
MIDLAND 4
MORTAN 6
DABUR 1
NATURAL 1
NOT USING 25
TOTAL 150
KAYTIS
31%
GOLDEN CROWN
17%
NOGA
2%
FRUTINS
19%
TOP'S
7%
MIDLAND
2%
MORTAN
4%
DABUR
1%
NATURAL
1%NOT USING
17%
EXISTING BRANDS AND MARKET SIZE
KAYTIS
GOLDEN CROWN
NOGA
FRUTINS
TOP'S
MIDLAND
MORTAN
DABUR
NATURAL
NOT USING
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FINDINGS:-
After analyze the data there are some findings in terms of different brandsavailable in market and their market share. After analysis the data I found that
there are six (6) brands available in market named as-KAYTIS: - It has thirty one (31%) percent market share.
GOLDEN CROWN: - It has seventeen (17%) percent market share.
NOGA: - It has two (2%) percent market share.
FRUTINS: - It has ninteen (19%) percent market share.
TOPS:- It has seven (7%) percent market share.
MIDLAND: - It has two (2%) percent market share.
MORTAN: - It has four (4%) percent market share.
NATURES BEST (DABUR):- It has one (1%) percent market share.
NATURAL: - It has one (1%) percent market share.
NOT USING: - It has seventeen (17%) percent market share.
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MARKET SIZE ANALYSIS OF FRUIT COCKTAIL
TYPES OF ACCOUNTS NO. OF ACCOUNTS
NO. OF ACCOUNTS USING 125
NO. OF ACCOUNTS NOT USING 25TOTAL SAMPLE SIZE 150
FINDINGS:-
At the behalf of findings I can say that the eighty three (83%) percent institutionsare potential to buy fruit cocktail and only seventeen (17%) percent institutions arenot potential to buy fruit cocktail, thats why the market is potential for buying
fruit cocktail.
NO. OF ACCOUNTS
USING
83%
NO. OF
ACCOUNTS
NOT USING
17%
MARKET SIZE ANALYSIS
NO. OF ACCOUNTS USING
NO. OF ACCOUNTS NOT USING
PRODUCT: FRUIT COCKTAIL
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BRAND USING ANALYSIS OF MANGO PULP
BRAND NAME NO. OF ACCOUNTS USE
KAYTIS 28
NOT USING (USING FRESH MANGOES OR NOT) 122TOTAL 150
FINDINGS:-
According to research findings there is only one brand catered by kaytis
foods Ltd. Nineteen (19%) percent institutions are there which is using
mango pulp and other remaining eighty one (81%) percent institutions are
not using mango pulp.
Most of institutions prefer to use fresh mangoes and there is no more
requirement of mango pulp.
KAYTIS
19%
NOT USING (USING
FRESH MANGOES OR
NOT)
81%
EXISTING BRANDS AND MARKET SHARE
KAYTIS
NOT USING (USING FRESH
MANGOES OR NOT)
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CONCLUSION AND RECOMMENDATIONS
There is no complained in terms of quality, pack type and pack size.People/institutions are not aware about Dabur (homemade) products.
According to my opinion our products is little bit expensive rather than our
competitor.
If we want to go further and want to increase our market share, we have to
do marketing and advertisement also.
According to my opinion we should recruit individual DISTRIBUTERS.
Question rise-but why because our distributer is also having
distributer ship of golden crown, nestle, amul, red bull etc. There is
no problem from them which is catering to different segment AND
different product line but if we talk about the golden crown, it is
catering same product line and same segment.
When our distributer gives price list in any institution then he gives
both- (Dabur & golden crown) and final call converts for golden crown
in maximum cases because the products of golden crown is little bit
chipper rather than Dabur products. And there is no problem in terms
of quality, pack type and pack size etc.
If it is not possible than marketing for Dabur product should be
separately.
7/30/2019 Dabar Abid
63/63
BIBLIOGRAPHY
Websites
WEBSITES
www.dabur.com
www.google.com
www.wikipedia.org
www.fmcginfo.com
BOOKS
Philip kotler 13 th edition
http://www.dabur.com/http://www.google.com/http://www.wikipedia.org/http://www.wikipedia.org/http://www.google.com/http://www.dabur.com/