dabur

J.D.BIRLA INSTITUTE (MANGEMENT SECTION)

ABSTRACT

A major purpose of marketing is to satisfy human needs by delivering products of various types to buyers when and where they want them at a reasonable price. This is where distribution channels come into picture. A distribution channel plays an important role in enhancement of sales growth. Effective distribution strategy and efficient distribution management compliments the other marketing variables and helps in achieving the marketing goal of organizations. The project involves evaluation of the existing market for white tooth powder in tooth powder segment and the opportunity the company has on the basis of the distribution strength .

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ACKNOWLEDGEMENT

I would like to express my gratitude to all those who gave me the possibility to

complete this project. I want to thank Mr.Anirban samaddar, Regional Sales

Manager of Dabur India. Ltd. for giving the opportunity of working with Dabur and

for giving me the permission to commence this project and do the necessary

research work required for the project. I am deeply indebted to him for the support

provided by him during the course of my research.

I have furthermore to thank Dr. Suman K. Mukherjee, Director of J. D. Birla Institute

who gave and confirmed this permission and encouraged me to go ahead with my

project. I am obliged to Mr. Debashis Chaudhuri, faculty of J. D. Birla Institute

whose suggestions helped me all the time for writing my report. I am also thankful

to all the faculty members of J. D. Birla Institute for their help, support, interest and

valuable hints.

I would like to give my special thanks to all my friends for offering suggestions for

improvement and for their stimulating support. Lastly, I would like to thank my

family who were of great help in difficult times.

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CONTENTS

SSRR. N. NOO.. PPARTICULARSARTICULARS PPAGEAGE N NOO..ABSTRACTABSTRACTACKNOWLEDEGMENTACKNOWLEDEGMENT

1. 1. IntroductionIntroduction 0303 1.1 1.1 ObjectivesObjectives 0404 1.2 1.2 Aim and Scope of the project 0404 1.3 1.3 Company profile 0505 2. 2. MethodologyMethodology 0606 3.1 3.1 Introduction to Research MethodologyIntroduction to Research Methodology 0606 3.2 3.2 Qualitative and Quantitative Research Data Qualitative and Quantitative Research Data

gatheringgathering0606

3.3 3.3 Data AnalysisData Analysis 7-97-9 4. 4. Problem StatementProblem Statement 1010 5 5 ResultsResults 1111 5.1 5.1 FindingsFindings 1111 5.2 5.2 Experiences After ReturnExperiences After Return 1212 5.2.1 5.2.1 Work lifeWork life 1212 5.2.2 5.2.2 Social lifeSocial life 1212 5.2.3 5.2.3 Company SupportCompany Support 1313 5.2.4 5.2.4 Individual Coping StrategiesIndividual Coping Strategies 1313 5.3 5.3 RecommendationsRecommendations 14-1514-15 6 6 ConclusionConclusion 1616 7 7 Executive SummaryExecutive Summary 1717

AnnexureAnnexureGlossaryGlossaryBibliographyBibliography

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1. INTRODUCTION

The focus of my topic is on the component of marketing mix with respect to the

tooth powder segment in semi urban and rural areas around Kolkata. It comes

under the purview of ‘Marketing Management’. Marketing mix is a set of

marketing tools that a firm uses to pursue its marketing objectives in the target

market. McCarthy classified these tools into 4 broad groups that he called the 4P’s

of marketing: Product, Place, Price and Promotion1.

The comparative analysis is done with the help of a market research on oral care

products like lal dant manjan and white tooth powder of Dabur and Colgate

respectively. The major competitor for Dabur in white tooth powder segment would

be Colgate who has the maximum market share. The study revolves around the

distribution strengths and strategies of both the companies.

1.1 OBJECTIVES

The project deals with evaluating the existing market for white tooth powder in

order to help Dabur in entering the white tooth powder segment which is over the

years monopolized by Colgate-Palmolive. The major objectives of this research are

as follows:

To analyze the competitors of the company in the white tooth powder

category on the basis of their strengths, weaknesses and strategies.

To carry out a Stockiest survey to understand the market they cater and

there distribution process.

To carry out a retail audit to analyze the distribution strength of the

companies.

For the purpose of conducting a Stockists survey and analyzing the company’s

competitor’s strength, a detailed market research is required. Market research

involves various techniques or instruments. With the help of these techniques, the

demand as well as the competitor’s strategies and objectives can be understood.

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1.2 Aim and Scope of the project

The aim of this project is to conduct a market survey in Hoogly and Howrah districts

near Kolkata to help Dabur to analyze its and the competitor distribution strength in

the tooth powder segment and thus help them launch a new product in the white

tooth powder segment.

I chose marketing over other areas of management because this area will give me a

scope to do lot of research work and allow me to provide my own insights to this

project. I have known Dabur as a major fmcg brand over the years but to work for

the launch of a new product is quite challenging and it would add to my knowledge

base as I can apply what I have studied and I will get a market exposure in the

process. I have to use questionnaires as my research tools and conduct a market

survey which would consists of Stockiest survey and Retail audit, and would take

necessary steps and give recommendations from my side to Dabur regarding

distribution strength of its competitor and the willingness of the retailers to sell a

new product in this segment.

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1.3 Company Profile

Dabur was started as a small pharmacy by Dr. S.K Burman. After completing 125 years,

Dabur is a renowned brand in India and known for its trustworthiness more than

anything else. DIL is the third largest FMCG Company in India with a turnover of 2,233

crores. DIL operates under three categories, Consumer Care Division, Consumer Health

Care division, and Dabur Food. In July 2007 Dabur Food became the separate identity

(Dabur, 2008.

Dabur’s product range encompasses health care, personal care, ayurvedic specialties

and food segments. Well-known brands include Amla Chyawanprash, Hajmola, Lal

Dantmanjan, Nature Care and Pudin Hara

Dabur has been marketing its products in more than 50 countries all over the world.

Distribution

Shopkeepers selling Dabur India's consumer products would now learn marketing

through role-plays staged by professional actors at their shops. As part of a recent

initiative titled Astra, advanced sales training for retail ascendance, FMCG major has

recruited 75 sales and HR managers across the country who would educate over 2,000

distribution channel partners of the firm about the complexities of sales and distribution

through the audio-visual medium. Dabur has a distribution reach of 25 lakhs retail

outlets across the country. About 75 per cent of the company's sales come form rural

areas, hence, it has created the Astra training consultancy module in five vernacular

languages, Bengali, Tamil, Telungu, Malayalam and Kannada2.

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3. METHODOLOGY

3.1. INTRODUCTION TO RESEARCH METHODLOGY

“Research is an organized and systematic way of finding answers to questions.” The

words ‘organized’ and ‘systematic’ indicate that there is a structured set of

procedures and steps, which is followed during the research process in order to get

accurate results. Question is central to research, without which no answer can be

relevant. Finding answers is the end of all research.

The objective of this research is to gather information about the distribution

strength and overall demand for white tooth powder. The research also finds out

about the market leader in the particular category channels in the various districts

near Kolkata. The research will thus give the data required to analyze the product

demand and distribution channels strength of Dabur.

3.2 Qualitative and Quantitative Research and Data Gathering

To prove the hypothesis, data were required. This data was to be collected from

competitors Stockiest as well as the retailers to gain knowledge about the various

players in the market.

PRIMARY DATA: Two questionnaires were shaped, each for the Stockiest and the

Retailers. A total of 100 retailers and 6 Stockiest were to be interviewed. Each of

them was required to fill up the questionnaire. Selection of was retailers done

through area-wise along the beat and the Stockiest along the districts. Two Districts

near Kolkata were selected and each of these areas was visited as per the tour plan,

from where samples were collected by Stockiest filling up the questionnaire.

Retailers from each area were interviewed.

SECONDARY DATA:

The secondary data will be collected through various journals and articles relevant

to the issue. Websites, company handouts, word-of-mouth will help collecting the

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secondary data required for the research. The secondary data will be collected from

the organization itself.

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3.3 DATA ANALYSIS

B y the end of year 2008 Colgate gained 45% share in the toothpowder segment,

thereby further consolidating its leadership position through successful competitive

strategy. It is followed by DIL's Lal Dant Manjan(ldm) possessing a 29% share along

with other smaller players such as Amar Remedies Limited (ARL) and Ajanta India

Ltd. In the past couple of years, the toothpowder market has been witnessing

marginal decline by low single digits. This trend can be attributed to an increasing

number of consumers shifting directly from natural products such as datun to

toothpaste rather than the gradual initial shift to toothpowder. However, this market

is expected to sustain a CAGR of 1 - 2% for the next few years20.(refer annexure

A1)

In order to estimate Dabur’s opportunity in WHITE TOOTH POWDER (wtp) segment

primary data and the secondary data so collected will be then processed. The data

so collected will be analyzed with the help of statistical tools and techniques

available. In this section Data collected over a period of time, is presented in

graphical form so as to analyze the present status of Dabur Limited with respect to

its rival and determine how its products and distribution channels affect its position

in the semi urban and rural market.

Stockists are one of the most important elements of the distribution channel of an

fmcg company. After conduction a stockist survey in 2 districts Howrah and Hoogly

it was found that in both the districts Dabur red tooth powder market has 33%

higher turnover than Colgate (refer annexure A1). However Dabur has a great

opportunity to enter into the white tooth powder (wtp) segment and which

comprises of 22% and 41% respectively and can earn a relative market share (refer

figure 2).

It is found that Colgate in order to increase its market share in oral care segment

has penetrated deeply in the semi urban markets like Kali babu bazaar, Sibhpur

bazaar, G.t.road, Belious road in Howrah and Chuchura, Rishra, Shrerampore in

Hoogly districts has developed a strong distribution channel which is almost equally

matched by Dabur, who is covering almost 97% of the total market (refer figure 3).

Thereby it would it provides Dabur a comparative advantage in the wtp segment as

the cost incurred in distribution would be relatively lesser.

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The retailers contributes almost 60% of the total sales of Dabur (refer

annexureC4) and Dabur provides more margin to retailers (refer annexureA6)

which will act as a value proposition and would induce them to sell Dabur’s product

if Dabur does the same in the wtp segment.

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Responses from retailers were also collected and collated. Retailers were

interviewed mainly district wise. Dabur network’s is the stronger in Howrah district.

89% of the retailers interviewed kept Dabur ldm in their outlet on an average (refer

annexureA6) Retailers also specified that Dabur products sale was higher. While

Colgate has a better market in Hoogly where only 85% of the retailers kept Dabur

ldm (refer annexureA6) .

(Annexure B2 & B3 ) shows that the Colgate 50 gm and Dabur’s ldm 60 gm skus

has the highest availability in both the district. Thus to attract the consumer in the

rural market, it would be ideal for Dabur to launch a product in 60 gm skus.

It is found that the order placed by the retailers is almost same. Its is just the

demand for the economic pack size and the value proposition given by the company

which makes the retailer to order that particular pack size more. It was found that

the maximum retailers placed order in the range of (6-11) of order placed

(Annexure B4 & B9). It was found that the out of 100 outlets visited Dabur has a

57% and Colgate has a 43% counter share on an average. So say if there are 100

skus of toothpowder and Colgate holds 43% of the counter share i.e.43 then if

Dabur wants to gain a relative share then it can do so by taking the relative share of

Colgate. If the company wants the retailers to switch to the next product order

range, they have to come up with a new purchase quantity offer.

The rural market is very price sensitive 90% of the rural people ask for low priced

products (refer annexureB11). The retailers states that Colgate economic size

packs has a greater demand as it is comparatively economic to the various skus.

Dabur provides various skus at a very minimal price. Presently Colgate is selling its

highest selling sku 50 gm at Rs 11 so Dabur either has provide 60 gm at the same

price or 50 gm at a lower price. It was also found that there are certain low priced

white tooth powder already in the market like Lava and Niharica.

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4. HYPOTHESIS

“Distribution channels forms the bedrock of modern organizational

growth”

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5. RESULTS

5.1 Findings

Dabur has a great opportunity to gain a relative market share by entering into the white tooth powder segment. From the samples collected it was found Dabur also has a strong distribution channel in the rural market and has strong brand image.Price of the product was of utmost importance to 90% of the population whereas taste and packaging influenced only 60% of the population (refer annexureB11). In the rural market it is found that even though new tooth powders are launched but it did not gain a market share. Purchase was also induced by brand image to an extent but awareness and variety was not of much relevance to maximum population. Brand loyalty played an important role where consumers were reluctant in switching brands. It has been found the wholesalers contribute a 38% of Colgate wtp sales while Dabur’s wholesaler contributes 58% of the total sales (refer annexureA6). The company has a great opportunity of targeting the wholesaler segment too.

Offers did not excite 45% of the population (Refer to Table B11). From 55% excited by the offers not all preferred all the types of offers provided by the company. A ‘price off’ won maximum votes with ‘extra quantity’ following.

With new brands entering the market, it is important to maximize your market share. With 70 % of the retailers’ (refer annexureB11) are affected by an increase in margin. Presently Colgate providing 7.8% on all skus and say 1% trade load. Then the retailer is earning .90 paise on each sku . So it would be beneficial for the Dabur to provide a comparatively higher margin and thereby increase its market coverage and market shares. Introducing a new product at a lower price, making it available to the consumers by having a strong distribution channel and promoting the product to create awareness is becoming important.

Thus along with the other factors distribution channel plays a vital role in a launch of a product in a market segment which is monopolized over the years.

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5.2 Experiences after Return

5.2.1 Work Life

A normal working day at Dabur starts at 10.00 a.m. in the morning and continues till

7:30 p.m. in the evening. The regional office is headed by Mr Anirban Samaddar, the

Regional Sales Manager. Each employee is provided with a desk of his own to work

on. My project required more of field work, so much time was spent outside office

interacting with the distributor of DABUR and collecting samples in the form of

questionnaires from the stockiest and the retailers. At the end of each day, data was

tabulated on PC at home and daily reports were regularly mailed to the manager.

5.2.2 Social Life

Communication at the office was not only formal but also informal. Dabur gave me a

chance to interact with the company’s Sales Officer, Pioneer Sales Man and the

Distributor with the help of which I gained knowledge of how the products are

distributed and about the distribution channel. I also got a chance to interact with

various stockiest and retailers while collecting samples. Stockiest were of various

age groups, different religions and different backgrounds. Interacting with each of

them was a different experience altogether. Mr. Anirban samaddar was of great

help. He gave me personal attention and his valuable time to brief me on the various

aspects related to the oral care segment.

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5.2.3 Company Support

I was guided by the Regional Sales Manager at Dabur. I was briefed on the

distribution process of products and was provided with guidelines for preparing my

project. He also provided me with suggestions how to collect and collate data and

extract information from data obtained. Despite of being on travel most of the time,

he kept himself updated with my daily functions and provided me with feedback on

a regular basis. I was given the opportunity of working the way I was comfortable.

My guide was patient enough to deal with me and he helped me in every possible

manner.

5.2.4 Individual Coping Strategies

The first lesson I learnt was the vast difference between the theories on text and the

application of those theories in practice. Understanding the theories was a piece of

cake, but applying those theories in reality was very different. Getting responses

from stockiest and the retailers was a tough job. My biggest challenge was to be

patient and keeping my cool while interacting with the retailers. Meeting deadlines

on time and planning work beforehand was another challenge I faced. The support

from my guide made my work a lot easier and I started enjoying my work by the end

of the survey.

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5.3 Recommendations

Product:

The company needs to provide a better quality toothpowder at reasonable

price to increase sales. The rural consumer usually uses neem and datun.

Here Dabur has an advantage as all its products are Ayurvedic in nature

In order to compete with the existing brand, the company should provide the

consumer with various skus - 25gm, 50gm, 100gm and 300gm. And

specially the 1 Rs sachets to initially induce the consumer to use.

Consumer preference needs to be assessed regularly because of fluctuating

preferences. A company representative should pay a regular visit to the

market and ask the retailers for any change in preferences of their regular

customers.

Price:

In order to launch product it the wtp segment Dabur has to launch the

product at a lower price or with value propositions and price at par with

Colgate.

Place:

Retailers complain of irregularity in taking of orders and non-delivery of

goods on time by the distributors, as a result of which stock is not available

at the outlet, resulting in loss of customers. Company should look into the

matter of this ignorance in part of the distributors.

Promotion:

It is important to create awareness of the brand. Effective display is

suggested for that matter. As more than 90% of consumers purchase these

products from a Kirana, display is important in Kirana’s. Merchandizing in

Kirana should be appropriate for such relatively low-involvement products,

especially in the case of small packs which might be impulse purchases on a

trial basis. Attention of customers and the salesman must make it effective.

Display plays a major role. Almost 100% of the consumer asks for a product if

it is displayed. It is advisable to provide for display outside the store with a

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dummy model of Dabur white tooth powder, which will help in creating

awareness.

Advertising is in the form of TVC’s (television commercials) radio, banners

newspapers of local language, wall painting, bullock cart banner PR

campaigns can be undertaken extensively for the launch of the brand in local

news papers. Dabur can organizes health camps in villages and schools to

spread awareness about the use of tooth powder

Offers do increase sales and so the customers should be made aware of the

offers present in the market by highlighting the offers in the market.

Better value proposition should be given like sleek and appealing packaging,

or more quantity etc. (Refer annexureB11).

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6. CONCLUSION

After the data analysis it can be concluded that in position, Colgate is

found as market leader in the white tooth powder segment whereas

Dabur in red tooth powder segment. If Dabur wants to enter this tooth

powder segment and gain a relative market share than it has to come

out with a better value proposition. The distribution strength and

price plays a vital role when a company wants to launch a new

product in the rural market. There are certain factors which influence

consumer buying behavior. The most important factor is the Brand

name of the product. These factors must be kept in mind when

developing the product. Moreover the success of the product is also

dependent on the taste or the ingredients of the white tooth powder

which will ultimately decide the demand for the product.

6.1 LIMITATIONS

This analysis is subject to limitations that obstruct in getting the true

picture of the industry.

Time period was the first obstacle in gathering very detailed information about the subjects of the project.

Initially 3 districts surveys were supposed to be collected but due to the time constraint 2 districts was covered. The consumer sample was also not conducted.

The limited knowledge due to inaccessibility and inaccuracy add to the limitations of the research.

The segment includes more rivals than has been studied. The position of Dabur and the effect of its products offered and distribution channels employed would have been more clear and accurate if all the players were involved in the research.

The comprehensive analysis on the issue could not be accomplished due to non-disclosure of certain data by rivals along with the above mentioned constraints.

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7. EXECUTIVE SUMMARY

The project deals with evaluating the existing market for white tooth powder in order to help Dabur in entering the white tooth powder segment which is over the years monopolized by Colgate-Palmolive .The focus of my topic is on the component of marketing mix with respect to the tooth powder segment in semi urban and rural areas around Kolkata. It comes under the purview of ‘Marketing Management’. Marketing mix is a set of marketing tools that a firm uses to pursue its marketing objectives in the target market. McCarthy classified these tools into 4 broad groups that he called the 4P’s of marketing: Product, Place, Price and Promotion. The topic deals with one P of marketing mix namely the PLACE (distribution channel).Distribution channels perform functions such as information gathering, motivating the customers and the manufacturers, and financing the activities of the producer by decreasing the inventory conversion period, risk bearing, and, in over all, inventory management. The main objective of this project is to provide the company, Dabur with a valuable market insight regarding the product, and the opportunity it has in this segment. A comparative analysis is done with the help of a market research on oral care products like lal dant manjan and white tooth powder of Dabur and Colgate respectively. The major competitor for Dabur in white tooth powder segment would be Colgate who has the maximum market share. The study revolves around the distribution strengths and strategies of both the companies. To make the project, data were required. This data was to be collected from competitors Stockiest as well as the retailers to gain knowledge about the various players in the market. The data collection was done through primary and secondary sources. Questionnaires were prepared for primary collection purpose. Two questionnaires were shaped, each for the Stockiest and the Retailers. A total of 100 retailers and 6 Stockiest were to be interviewed.It is observed that Dabur has an equivalent distribution strength and brand image and has an opportunity to gain a relative market share in the white tooth powder if it provides a better value proposition. Recommendations to the company were provided regarding the product, place, price, promotion which the retailers requires and taste and preference of the consumer. Retailers face problems with the distributors and a solution to these problems is essential to make the distribution process fluent.

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Conclusion saw Colgate as a market leader in the white tooth powder segment whereas Dabur in red tooth powder segment. If Dabur wants to enter this tooth powder segment and gain a relative market share than it has to come out with a better value proposition.

8. ANNEXURE

Annexure A1:

Figure1 showing: Dabur and Colgate comparative market share

Source: http://myiris.com/shares/research/ESL/COLPALIA_20080602.pdf

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http://myiris.com/shares/research/ESL/COLPALIA_20080602.pdf


Annexure A2 :

HOWRAH

HOOGLY

050

100150200250300350400450500

212 268

57

189

269

457

0.211895910780669

0.413566739606127

STOCKIST TURNOVERDABUR LDM COLGATE WTPTOTAL MARKET COLGATE WTP% SHARE

Figur2 showing: area wise stockist’s turnover and wtp market share

Source: Excel spread sheets

SOURCE: STOCKIST QUESTIONNAIRE

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Area wise respondent Turnover (case wise p.m)Approx Dabur Ldm Colgate Wtp

HOWRAH-shibpur-Kali babu bazaar-Belious road-G.t road

212 57

HOOGLY-chuchura -mankundu

268 189


Annexure A3 :

98.03%

97.67%

97.85%

DABUR LDM

HOOGLYHOWRAHAVERAGE

Figure 3 showing: Dabur distribution strength vis-à-vis Colgate

Source: Excel spread sheets

Area wise respondent Market covered(no of outlets) Dabur Ldm Colgate Wtp


1172 1200


796 812


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Annexure A4 : Area wise respondent No of Salesmen

Dabur Ldm Colgate Wtp


11 15


5 5


Annexure A5 :

Area wise respondent No of delivery units Dabur Ldm Colgate WtpMechanized Non-

mechanizedMechanized Non-

mechanizedHOWRAH 1 10 - 18HOOGLY - 5 2 1


Annexure A6:

WHOLESALERSRETAILERS

0%

10%

20%

30%

40%

50%

60%

70%

38%

62%

42%

58%

SALES CONTRIBUTION(%)

COLGATE WTPDABUR LDM

Figure3 showing: The average contribution of channel members in both the districts

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Area wise respondent Contribution in sales (%) Dabur Ldm Colgate WtpWholesalers Retailers Wholesalers Retailers


45% 55% 55% 45%


40% 60% 20% 80%


Annexure A7 :

Respondent Margin on sales(%) Stockists Retailers

Dabur 5% 10% Colgate-palmolive 5% 7.8%


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Annexure A8:

Figure source http://www.atkinson.yorku.ca/~lripley/imUplace.htm

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http://www.atkinson.yorku.ca/~lripley/imUplace.htm


RETAIL SURVEY

AnnexureB1: District : Howrah

Area of respondent Non -Availabilty Avialabilty%Markets No.of

outlet visited

Dabur ldm Colgate wtp


Shibpur 28 6 8 78.57% 71.42%

Kali babu bazaar

10 4 5 60% 50%

Belious road

11 3 4 72.72% 63.63%

G.t road 21 2 4 90.47% 80.95%

Total 60 15 21 75% 65%

AnnexureB6:

District: Hoogly

Area of respondent Availabilty Avialabilty%Markets No.of

outlet visited



Rishra 15 2 7 86.66% 53.33%

Chuchura 6 2 2 66.67% 66.67%

Shrerampore

19 3 1 84.21% 94.73%

Total 40 7 10 83% 75%

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HOOGLY

HOWRAH

AVERAGE

17%

25%

21%

83%

75%

79%

Dabur ldmAVAILABLE NON-AVAILABLE

Figure 5 showing: the availability Dabur products is two disrticts

HOOGLY

HOWRAH

AVERAGE

25%

35%

30%

75%

65%

70%

colgate wtpAVAILABLE NON-AVAILABLE

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AnnexureB2: Availability of Dabur lal dant manjan sku wise in retail outlets

25 gm 60 gm 100gm 150gm 300gmPack size

02468

101214161820

Availability of Dabur Lal Dant Manjan

Kali babu bazaarShibpur marketBelious roadG.t road

Figure6: SKU 60 gm contribution to the availability of Dabur LDM

AREA WISE RESPONDENT

Pack size

25 gm 60 gm 100gm150g

m300g

mKali babu bazaar 5 6 - 3 1

Shibpur market 16 18 17 14 12

Belious road 6 8 5 7 6

G.t road 10 18 5 5 11

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AnnexureB3: Availability of Colgate white tooth powder sku wise

Kali babu bazaar

Shibpur market

Belious road

G.t road0

2

4

6

8

10

12

14

16

18

20

3

19

7

15

2

19

754

15

7 7

Pack size 50gmPack size 100gmPack size 200gm

Figure7: SKU 50 gm contribution to the availability of Colgate WTP


Pack size

50gm 100gm 200gm

Kali babu bazaar 3 2 4

Shibpur market 19 19 15

Belious road 7 7 7

G.t road 15 5 7

SOURCE : RETAIL QUESTIONNAIRE

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AnnexureB4: Average purchase quantity by retailers (Howrah)

< 6 pcs 6 - 11 pcs 12 - 36 pcs 37 - 60 pcs > 60 pcs

Dabur 1 26 13 6 9

Colgate 4 26 8 8 3

2.57.5

12.517.522.527.5

Average Purchase Order Quantity

Dabur

Colgate

Reta

il o

utle

ts

Figure 8: the range within hich the retailers place the orders


Dabur ldm <6pcs

6-11 pcs

1-3 dz 3-5dz >5dz

Kali babu bazaar 1 4 - - 1

Shibpur market 6 8 5 3

Belious road 3 3 2

G.t road 13 2 1 3


Colgate wtp <6pcs

6-11 pcs

1-3 dz 3-5dz >5dz

Kali babu bazaar - 4 - 1 -

Shibpur market 3 6 5 4 2

Belious road 4 1 2

G.t road 1 12 2 1 1


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AnnexureB5 : Average counter share of the two companies

58%

42%

Counter share: HowrahDabur Colgate

Figure 9: The weighted average % counter share.

Source : Excel spread sheets

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AnnexureB7: Availability of Dabur lal dant manjan sku wise in retail outlets

25 gm 60 gm 100gm 150gm 300gmPack size

0

1

2

3

4

5

6

7

8

9

Availability of Dabur Lal Dant Manjan District : Hoogly

RishraChuchuraSherampore

Figure10: SKU 60 gm contribution to the availability of Dabur LDM


Pack size

25 gm 60 gm 100gm150g

m300g

mRishra 8 9 6 6 8

Chuchura 2 3 5 2 -

Sherampore 5 9 - 2 6

SOURCE : RETAIL QUESTIONNAIRE.

Annexure B8: Availability of Colgate white tooth powder

Page | 34


50gm 100gm 150gm

rishra 5 5 4

chuchura 2 3 4

shrerampore 14 9 10

13579

1113

colgate goods availabilty

hoog

ly

Figure 11: SKU 50 gm contribution to the availability of Colgate WTP


Pack size

50gm 100gm 200gm

Rishra 5 5 4

Chuchura 2 3 4

Sherampore 14 9 10


Page | 35


Annexure B9: Average Purchase Order QUANTITY BY RETAILERS

< 6 pcs 6 - 11 pcs 12 - 36 pcs 37 - 60 pcs > 60 pcs

Dabur 7 10 10 3 3

Colgate 7 10 7 2 4

13579

11

Average Purchase Order Quantity

DaburColgate


Dabur ldm <6pcs

6-11 pcs

1-3 dz 3-5dz >5dz

Rishra 3 4 4 1 1

Chuchura 2 2

Sherampore 2 6 4 2 2


Colgate wtp <6pcs

6-11 pcs

1-3 dz 3-5dz >5dz

Rishra 3 1 2 -

Chuchura 2 2

Sherampore 2 9 3 2 4

Page | 36


AnnexureB10 : Average counter share of the two companies

52%48%

Counter Share: Hooghly

DaburColgate

Figure 12: The weighted average % counter share.

Source : Excel spread sheets

Page | 37


Annexure B 11: Factors affecting Sales

MARGIN AFFECT'S

SALE

LOW PRICE INCREASE

SALE

CONSUMER AFFECTED BY

DISPLAY

0%

20%

40%

60%

80%

100%

70%90% 100%

RETAILER

YES NO

UNCERTAIN NO YES0%

10%20%30%40%50%60%70%80%90%

100%

50%

20% 30%

10%

40% 50%

RETAILER SURVEY

OFFER AFFECTS SALETASTE AND PACKAGIG AFFECT SALE

Note : total no of retailers responded was 90

NUMBER OF RESPONDENTS

Yes No Uncertain

Does the margin/scheme affects your purchase 63 27 -

Page | 38


Consumer ask for low priced products 81 9 -

Consumer are affected by the taste and packaging 27 18 45

Does consumer ask about a product when displayed90 -

-

Does offer effect sale 45 36 9

Annexure B 12

Page | 39


9.BIBLIOGHRAPHY

1. www.Dabur.com

2.http://www.moneycontrol.com/news_html_files/news_attachment/2009/PINC%20-

%20Colgate%20Palmolive.pdf.

3.http://www.atkinson.yorku.ca/~lripley/imUplace.htm .

Page | 40

http://www.atkinson.yorku.ca/~lripley/imUplace.htm

http://www.moneycontrol.com/news_html_files/news_attachment/2009/PINC%20-%20Colgate%20Palmolive.pdf

http://www.moneycontrol.com/news_html_files/news_attachment/2009/PINC%20-%20Colgate%20Palmolive.pdf

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