RENU Project

7/30/2019 RENU Project

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INTRODUCTION:-

BACKGROUND

Dabur was incorporated in 1884 in a small Calcutta Pharmacy

where Dr. S. K. Burman launched his mission of making health

care products. With the growing popularity of Dabur products,

in 1986 Dr. S. K. Burman set up Daburs first manufacturing plant

for mass production and in the early 1900s Dabur ventured into the

business of nature based ayurvedic medicines for which standardized

drugs were not available in the market. In 1936 Dabur sets up Dabur

India Limited and a new manufacturing plant is set up in Faridabad on

the outskirts of Delhi. In 1979 one of the largest and best equipped

production facility was started near Sahibabad along with the formation

of Dabur Research Foundation (DRF) signaling the launch of research

operation in the pioneering area of health care. In 1986 Dabur became a

public limited company and raised its first public issue in 1994 with the

company share issued at a high premium and oversubscribed twenty


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one times. For better operation and management 3 separate divisions

were created in 1996 according to the product mix, namely Health care

products division, Family production division and Dabur ayurvedic

specialties limited. In 1997 Dabur enters full scale in the nascent

processed foods market with the creation of the food division. Project

STARS(Strive to achieve record success is initiated to give a jump start

to the company and accelerate its growth performance) and in 2000

Dabur established its market leadership status with a turnover of Rs

1000 Crores. From a small beginning and upholding the values of its

founder, Dabur entered the august league of large corporate business.

Dabur has also ventured into the specialized health care area of cancer

treatment with its oncology formulation plant at Baddi in Himachal

Pradesh and extended its global partnerships by entering into joint

ventures with Osem of Israel for food and Bongrain of France for

cheese and other dairy products.

Dabur India Limited today is the third largest FMCG Company in India after

a takeover of Balsara India Limited and with interests in Health care,

Personal care and Food products. Powerful brands like Dabur Amla, Dabur


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Chyawanprash, Vatika, Hajmola and Real are the major contributors to

Daburs turnover of Rs.1329 crore.

To build on its reputation of being Indias most well recognized herbal

specialist company, Dabur India Limited has focused on its five major

brands- Dabur, Vatika, Anmol, Hajmola, Real Juice and Dabur Nature based

Food Products.

Domestic businesses constitute the Consumer Care Division (CCD), the

Consumer Healthcare Division (CHD) and subsidiaries including Dabur

Foods Limited.


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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 & reward excellence.


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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 organisation. We are intellectually honest in advocating

proposals, including recognizing risks.

Continuous innovation in products & 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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CORPORATE GOVERNANCE:-

Good corporate governance and transparency in actions of the management is

key to a strong bond of trust with the Companys 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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CORPORATE CITIZENSHIP

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, orSundesh, in

1993 - a non-profit organisation to promote research and welfare

activities in rural areas;

Promoting health and hygiene amongst the underpriviledged through

theChunni Lal Medical Trust; and

Organising thePlant for Life programmeforschoolchildren - to create

environmental awareness amongst young minds.
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Ancient wisdom of conservation

From times immemorial, Indian sages and men of wisdom have understood

and 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 nature's 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".


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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 plant species.

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.


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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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Dabur's Health Care range

brings for you a wide selection

of herbal products, to provide

complete care for varying

individual needs. We derive our

products from the time-tested

heritage ofAyurveda, backed

by the most modern scientific

test and trials. That ensure

unfailing quality and safety in

anything you pick.

Dabur Health Care Product Range

Dabur

Chyawanprash-

Dabur

Chyawanprakash-

Dabur

Chyawanshakti-

Dabur Chyawan

Junior -

Glucose D-

Honey-

Dabur Janma

Ghunti-

Hajmola -

Hajmola Candy

-

Pudin Hara -

(Liquid and

Pearls)

Pudin Hara G -

Dabur Hingoli -

Bhrin

Ayurvedic T

Super Tha

T

Badam T

Active Bl

Purif

Shilajit Go

Nature Ca

Sat Isabg

Shila

Shankha Push

Sarbyna Stro
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Dabur presents its range of

herbal personal care products,

created to make you look and

feel good deep down. Bringing

together the gentle touch of

nature and Ayurvedas wisdom.

Backed by the unfailing quality

of Dabur Products.

Dabur Personal Care Product Range

Amla Hair Oil -

Amla Lite Hair Oil

-

Vatika Hair Oil -

Anmol Sarson

Amla-

- Vatika Smooth & Silky

Shampoo

-Vatika Dandruff Control

Shampoo

-Vatika Root Strengthenin

Shampoo

-Dabur Total Protect

Shampoo

Gulabari Rose

Water-

- Dabur Red Toothpaste

- Babool Toothpaste
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ts/Personal_Care/Hair_Care/Amla_Lite/http://dabur.com/en/products/Personal_Care/Hair_Care/Amla/


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Gulabari Face

Freshener-

Gulabari Hydrating

Rose Crme -

Gulabari Hydrating

Rose Lotion -

Vatika Fairness

Face Pack-

- Meswak Toothpaste

- Promise Toothpaste

- Dabur Lal Dant Manjan

- Dabur Binaca Toothbrush
http://dabur.com/en/products/Personal_Care/Skin_Care/gulabari/gulabarifacefreshener.asphttp://dabur.com/en/products/Personal_Care/Skin_Care/gulabari/gulabarifacefreshener.asphttp://dabur.com/en/products/Personal_Care/Skin_Care/gulabari/gulabaricream.asphttp://dabur.com/en/products/Personal_Care/Skin_Care/gulabari/gulabaricream.asphttp://dabur.com/en/products/Personal_Care/Skin_Care/gulabari/gulabaricream.asphttp://dabur.com/en/products/Personal_Care/Skin_Care/gulabari/gulabarilotion.asphttp://dabur.com/en/products/Personal_Care/Skin_Care/gulabari/gulabarilotion.asphttp://dabur.com/en/products/Personal_Care/Skin_Care/facepack/http://dabur.com/en/products/Personal_Care/Skin_Care/facepack/http://dabur.com/en/products/Personal_Care/Skin_Care/facepack/http://dabur.com/en/products/Personal_Care/Oral_Care/meswak/http://dabur.com/en/products/Personal_Care/Oral_Care/meswak/http://dabur.com/en/products/Personal_Care/Oral_Care/promisetoothpaste/http://dabur.com/en/products/Personal_Care/Oral_Care/promisetoothpaste/http://dabur.com/en/products/Personal_Care/Oral_Care/LalDantManjan/http://dabur.com/en/products/Personal_Care/Oral_Care/LalDantManjan/http://dabur.com/en/products/Personal_Care/Oral_Care/binaca_toothbrush/default.asphttp://dabur.com/en/products/Personal_Care/Oral_Care/binaca_toothbrush/default.asphttp://dabur.com/en/products/Personal_Care/Oral_Care/LalDantManjan/http://dabur.com/en/products/Personal_Care/Oral_Care/promisetoothpaste/http://dabur.com/en/products/Personal_Care/Oral_Care/meswak/http://dabur.com/en/products/Personal_Care/Skin_Care/facepack/http://dabur.com/en/products/Personal_Care/Skin_Care/facepack/http://dabur.com/en/products/Personal_Care/Skin_Care/gulabari/gulabarilotion.asphttp://dabur.com/en/products/Personal_Care/Skin_Care/gulabari/gulabarilotion.asphttp://dabur.com/en/products/Personal_Care/Skin_Care/gulabari/gulabaricream.asphttp://dabur.com/en/products/Personal_Care/Skin_Care/gulabari/gulabaricream.asphttp://dabur.com/en/products/Personal_Care/Skin_Care/gulabari/gulabarifacefreshener.asphttp://dabur.com/en/products/Personal_Care/Skin_Care/gulabari/gulabarifacefreshener.asp


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Dabur Amongst Top Three Most

Respected FMCG Companies

Dabur Real Bags Gold In Reader's

Digest Trusted Brand Awards

Dabur Figures In Top Great Place

To Work 2006 List

Dabur India Ltd placed in the list of '20 Stocks You Must Own',

prepared by Forbes India


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______________________________________________________________

___________

Dabur has been

ranked amongst

India's Most

Innovative

Companies by a

Business Today-

Monitor Group

survey

Hajmola has been ranked

34th in Indias 100 Most

Valuable Brands list

Hajmola, one of the

strongest brands in

Dabur's portfolio,

has been listed

among the Top 18

Iconic Brands in

India that have

stood the test of

time


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Dabur Indias fruit

juice brand Ral

awarded the

Readers Digest

Gold Trusted

Brand Award

2008 in the food &

beverages

category

Three Dabur brands --

Hajmola, Dabur Amla and

Vatika -- have debuted in

the Economic Times Brand

Equity's Most Trusted

Brands 2008 list. Besides,

Dabur Foods has climbed

up to take the 40th spot

Hajmola moves up

11 spots to take the

34th position among

India's Top 100

Most Valuable

Brands of 2008,

released by 4Ps and

ICMR

Dabur India Ltd has been ranked 28th in the list of India's Top 50 Most

valuable (Company) Brands by Brand Finance


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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 B&E Leadership and

Excellence Awards

Dabur India Ltd was

ranked the Business

Leader in the

FMCG - Personal

Care Category at the

NDTV Profit

Business Leadership

Award 2008

Dabur India Ltd

CEO Mr. Sunil

Dabur India Ltd has been listed among the Super


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Duggal has been

ranked among

India's Most

'value'able CEOs

by Business World

100 of India Inc, prepared by Business India

ADDRESS

Kaushambi Corporate

Office

Corporate Office

Kaushambi

Ghaziabad - 201010

Uttar Pradesh, India

Tel:

+91 (0120) 3982000 (30

Lines)

+91 (0120) 3001000 (30

Lines)

Registered Office


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8/3, Asaf Ali Road,

New Delhi 110 002

Tel: +91 (011) 23253488


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THE PATH AHEAD

Dabur intends to significantly accelerate profitable growth. To do this, Dabur

will:

Focus on growing their 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 groomingneeds of their target consumers with safe, efficacious, natural solutions

by synthesizing our deep knowledge of ayurveda and herbs with

modern science

Provide the 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 their peer group, to the shareholders


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Dabur's mission of popularising 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 popularising this alternative way of life, marketing its

products in more than 50 countries all over the world.

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 otherAsian countries.
http://www.dabur.com/EN/Products/Health_Care/http://www.dabur.com/EN/Products/Health_Care/http://www.dabur.com/EN/Products/Personal_Care/http://www.dabur.com/EN/Products/Personal_Care/http://www.dabur.com/EN/Products/Personal_Care/http://www.dabur.com/EN/Products/Health_Care/


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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

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.
http://www.dabur.com/EN/Exports/Guar_Gum/default.asphttp://www.dabur.com/EN/Exports/Guar_Gum/default.asphttp://www.dabur.com/EN/Exports/Guar_Gum/default.asp


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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. Incorporated

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


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1979 - Commercial production starts at Sahibabad, the most modern herbal

medicines plant at that time

1984 - Dabur completes 100 years

1988 - Launches pharmaceutical medicine

1989 - Care with fun

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

1996 - Real blitzkrieg

1998 - Burman family hands over management of the company to

professionals

2000 - The 1,000 crore mark

2001 - Super specialty drugs


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2002 - Dabur record sales of Rs 1163.19 crore on a net profit of Rs 64.4

crore

2003 - Dabur demerges Pharmaceuticals business

2005 - Dabur aquires Balsara

2005 - Dabur announces bonus after 12 years

2006 - Dabur crosses $2 bin market cap, adopts US GAAP.

2006 - Approves FCCB/GDR/ADR up to $200 million

2007 - Celebrating 10 years of Real

2007 - Foray into organised retail

2007 - Dabur Foods Merged With Dabur India


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Consumption Chart

The pie-chart below shows the contribution of different product categories to

the Customer Health Division (CHD) of Dabur. According to the chart,

maximum contribution is made by Hair Care products followed by Oral Care

products and Health Supplements. Digestive and Confectionary products

contribute 10% of total contribution in CHD of Dabur and least contribution

is made by Home Care products.


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Daburs largest acquisition of Balsara hygiene was the strategic move to

make its presence in all price segments in the oral care market. Dabur also

de-merged its pharmaceutical business to come out as a pure FMCG player.

10%

33%

8%

22%

6%

21%

2005 - 06

Digestive & Confectionary

Hair Care

Baby & Skin

Oral Care

Home Care

Health Supplements


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Here we are going to do an analysis of the Dabur Consumer Care Division

(SBU) which deals in personal care and health care. The major competitors

under Dabur CCD are

Category Dabur Share Main Competitors

Hair Care (Oil &

Shampoo)

Vatika (30%) HUL, P&G, Emami,

Marico, ITC

Oral Care 12% HUL. Colgate,

Himalaya

Skin Care 17% HUL, P&G, Godrej,

ITC, CavinCare

Chyawanprash 65% Zandu, Himami,

Baidyanath

Honey 40% Zandu, Charak,

Himalaya

Hajomola 90% -----------------


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Dabur estimated that the southern region was contributing as alow as 7% to

its overall growth. For this purpose, the south team adopted a three-phase

approach. First it focused on the point of sale promotion and stocking

practices. Second phase included better marketing efforts in terms of

advertising and packaging. Finally, it envisioned customized product

launches for the southern states. The completion of first two phases by 2005-

06 resulted in increasing contribution to 10%.

When we see the overall picture together it is very obvious that Dabur had

followed an aggressive strategy.


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Industry Overview:

As FMCG sector was struggling with the slow growth in the Indian economy.

The middle class and the rural segments of the Indian population are the most

promising market for FMCG, and give brand makers the opportunity to

convert them to branded products. Most of the product categories like jams,

toothpaste, skin care, shampoos, etc, in India, have low per capita

consumption as well as low penetration level, but the potential for growth is

huge.

There is a huge growth potential for all the FMCG companies as the per

capita consumption of almost all products in the country is amongst the

lowest in the world. Again the demand or prospect could be increased further

if these companies can change the consumer's mindset and offer new

generation products. Earlier, Indian consumers were using non-branded

apparel, but today, clothes of different brands are available and the same

consumers are willing to pay more for branded quality clothes. It's the

quality, promotion and innovation of products, which can drive many sectors.


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Dabur is among the top five FMCG companies in India and is a herbal

specialist. With a turnover of Rs. 19 billion (approx. US$ 420 million) in

2005-2006, Dabur has brands like Dabur Amla, Dabur Chyawanprash,

Vatika, Hajmola and Real. Asian Paints is enjoying a formidable presence in

the Indian sub-continent, Southeast Asia, Far East, Middle East, South

Pacific, Caribbean, Africa and Europe. Dabur decided to take numerous

strategic initiatives, reorganize operations and improvise on its brand

architecture beginning 2002. It decided to concentrate its marketing efforts on

Dabur, Vatika, Anmol, Real and Hajmola to strengthen their brand equity,

create differentiation and emerge as a pure FMCG player recognized as a

herbal brand. This was chosen after a study with Accenture, which revealed

that Dabur was mainly perceived as an Herbal brand and connected more

with the age group above 35.

The Indian Economy is surging ahead by leaps and bounds, keeping pace

with rapid urbanization, increased literacy levels, and rising per capita

income.

Also, larger retailers were making their foray into the FMCG market. Apart

from HLL, P&G, Marico and Himalya, ITC was also posing a challenge. The


35/96

supply chain of Dabur was becoming complex because of the large array of

products. Southern markets share in the sales figure was negligible. These

factors posed a threat to Dabur and hence small changes were not enough.


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Analysis of FMCG Sector

Strengths:

Low operational costs Presence of established distribution networks in both urban and rural

areas

Presence of well-known brands in FMCG sector

Weaknesses:

Lower scope of investing in technology and achieving economies ofscale, especially in small sectors

Low exports levels "Me-too" products, which illegally mimic the labels of the established

brands. These products narrow the scope of FMCG products in rural

and semi-urban market.

Opportunities:

Untapped rural market

Rising income levels, i.e. increase in purchasing power of consumers Large domestic market- a population of over one billion. Export potential


37/96

High consumer goods spendingThreats:

Removal of import restrictions resulting in replacing of domesticbrands

Slowdown in rural demand Tax and regulatory structure


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NEED OF THE STUDY:-

This report gives the help to the marketers for analyzing & Understanding the

product portfolio of Dabur India Limited. These are the following some

importance of this research report as under:

To spread the awareness of new product of the Dabur Giving right information to the retailers & also gathering information

about the competitors.

This report can be a secondary data for the Dabur.


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OBJECTIVE OF THE STUDY:-

The main objective of the report is Design strategy to increase the sales of

NPD and ensure visibility in Ghaziabad

To Design the any sales strategy for the new product we have to know the

market scenario of the particular product. What is going in the market? To

approach the placement of new product in the market the first level which is

sales should be very effective. But the question is that how we approach that

particular are.

The strategy starts from the location and geographic area. Because if we are

going to target rural market for premium product which would not work.

Means that the right product at the right place should be.

Dabur has a wide portfolio in its kitty dealing with products in every

category- Skin care, Hair care, Home care, Health care, Baby care. With

increasing competition and growing consumer needs we need to keep coming

up with new products to cater to the consumers? Hence new products are the

future growth drivers for Dabur. It is of utmost importance to us that the new

products reach the consumers. We are looking at strategies to reach the


40/96

consumers and make them aware of new products from Dabur ensuring that

we do not get lost in the crowd brands from competition.

Objectives:-

I. Get an understanding of the product portfolio of DaburII. Guage the placement of NPDs in the market

III. Design strategy to increase focus on and sales of NPDsIV. Design strategy to improve visibility of NPDs understanding

competition.


41/96

RESEARCH METHODOLOGY:-

Research Description

The type of research here is Exploratory Research Design. This kind of

design is used for more precise investigation or of developing the working

hypotheses from an operational point of view. It has inbuilt flexibility, which

is needed because the research problem, broadly defined initially, is

transformed into one with more precise meaning in exploratory studies,

which in fact may necessitate changes in research procedure for gathering

relevant data.

The characteristic features of research are as follows:

Flexible DesignNon-Probability Sampling DesignNo pre-planned design for analysis Unstructured instruments for collection of dataNo fixed decisions about the operational procedures

Data Sources

The data gathering can be from secondary data, primary data or both.

Secondary data are data that are collected for another purpose and already


42/96

exist somewhere. Primary data are data freshly gathered for a specific

purpose or for a specific research project.

The cost incurred in collecting primary data is more than secondary data. The

secondary data available orally in this research, therefore whole data is

collected primarily.

Research Approaches

Primary Data can be collected in four ways:

Observational Research Questionnaire for retailers Behavioral Data Experiments

In Observational Research, fresh data can be gathered by observing the

relevant factors & settings. An environment is created to judge the response

of respondents in that situation.

Questionnaires are best suited for descriptive research. Companies undertake

surveys to learn about peoples knowledge, beliefs, preferences, and

satisfaction, and to measure the magnitudes in the general population.


43/96

Behavioral data is collected from the visits to shops, where the customers

come & leave traces of their purchasing behavior in store scanning data,

catalog purchases, and customer databases.

Experimental Research is the most significantly valid research among all

above. It studies the cause & effect relationships by eliminating competing

explanations of observed findings.

The research approach in this research is followed is of survey. Here the

movement in to the markets of different areas, meet the franchisees, retailers,

& customers, find their thinking & attitude regarding this huge cards, gifts &

stationery market, fill questionnaires from them & even personally if the shop

owners dont have time.

Research Instruments

There is a choice of mainly three instruments in collecting primary data:

Questionnaires

Psychological Tools


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Questionnaire consists of a set of questions presented to respondents.

Because of its flexibility, the questionnaire is by far the most common

instrument used to collect primary data. Questionnaires need to be carefully

developed, tested & debugged before they are administered on a large scale.

Psychological Tools such as laddering techniques, depth interviews &

rorshach tests can probe a buyers deeper beliefs & feelings. Laddering

involves the points set in ascending order, Depth Interview involves the

questioning deeply, & rorshach involves some kind of pictures

representation, graphs etc. to check the perception of respondent.

Sampling

Sampling Plan

Sampling can be defined as the technique through which an idea can be

generated out of whole market by taking just a small part of it. The sampling

process has the following steps:

Define the population Establish the frame of population Choose method of sampling Determine the sample size


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Write instructions for identification of sampleUnder this process, the sampling plan has to be designed. This plan deals

with basically three decisions:

Sampling UnitWho is to be surveyed? Sample SizeHow many people should be surveyed? Sampling ProcedureHow should the respondents be chosen?

Sampling Unit By the sampling unit, the target market has to be defined

that will be sampled. Once the sampling unit has been determined, a

sampling frame must be developed so that everyone in the target population

has an equal or known chance of being sampled.

The sampling unit in this research of retailers from Ghaziabad.

Sample Size Large Samples give more reliable results than small samples.

However, it is not necessary to sample the entire target population or even a

substantial portion to achieve the reliable results. Samples of less than 1

percent of a population can often provide a good reliability.

In this research researcher was collected 200 retailers base from different

area of Ghaziabad.


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In this research, Random Sampling is followed. The common group here is of

retailers.

Contact Methods

Once the sampling plan has been determined, the decision now is to taken

regarding how the subject should be contacted:

Telephone

Personal

Telephone interviewing is best method for gathering information quickly; the

interviewer is also able to clarify questions if respondents dont understand

them.

Personal Interviewing is most versatile method. The interviewer can ask more

questions and record additional observations about the respondent, such as

dress & body language.

New Product Development:-

New product development (NPD) is the term used to describe the complete

process of bringing a new product or service to market.


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A company may find itself in a situation where it may be advisable to

develop a new product. When sales of its current range of products have been

declining over the past few years or when it receives complaints about its

products from customers, distributors, retailers, it may have to find the

possible reasons for the same. This may lead to the improvement of the

existing product or the development of an altogether new product. As we

know, the concept of product life cycle suggests that a product passes through

different stages. When a company finds that some of its products have

entered the declining stage, it may have to take concrete measures to replace

them. This can be achieved in two ways:-

Acquisition

Innovation

We are concerned here with the latter which can be broadly of two types:

Internal innovation Contract innovation

New product development can be carried out in one of the following ways:


48/96

New product features can be developed by adapting, modifying,magnifying, minimizing, substituting, rearranging or combining the

existing features of a product.

Different quality versions of the existing product can be developed sothat the needs of different markets can be met.

Additional models and sizes of the existing product can be brought out.New Product development gives the opportunity to the company to explore

the market and generate the revenue through it. It makes company to always

a step ahead to its competitors.

There are some new products of Dabur which comes in the market after a

long period of time.

New Products of Dabur:

Dabur Chyawan Junior

Dabur India entered into the milk beverages industry with the launch of its

product Chyawan Junior. The product is based on the ayurvedic formulation

Chyawanprash along with a chocolate flavour. The advertising campaign for

Dabur Chyawan Junior has been developed with mothers as the target

audience. The advertisement with the tag line 'Apun Ka Style', represents the


49/96

relevance of Chyawan Junior in a kid's day-to-day life. The product has been

endorsed by Bollywood legend Amitabh Bachchan.

(Launched in October 2007)

Health supplement with the power of Chyawanprash

Competitors- Bournvita, Horlicks, Complan

Dazzl :- Dabur launched of its Hard Surface Cleaner, Dazzl, which is to be

endorsed by Ms Irani. The new Dazzl hard surface cleaner range is a result of

extensive research from Dabur India. The Dazzl Disinfectant Floor Cleaner

will come in 550-ml packs, priced at Rs 50, the Dazzl Anti-Bacterial Kitchen

Cleaner will be available in two versions, a 400-ml spray (priced at Rs 75)

and a 500-ml toggle (Rs 65).

Floor Cleaner, Kitchen Cleaner & Glass Cleaner

(Launched in November 2007)

Competitors- Lizol, Mr.muscle

Sani fresh:


50/96

Toilet Cleaner

Competitors- Harpic

Dandruff control shampoo:- Vatika Dandruff Control is an all-in-one

natural solution to keep your hair clean, lively black, conditioned and

nourished, thereby stalling hairfall. Vatika Dandruff Control is available

with enhanced beauty benefits in three distinct variants -- Naturally Clean,

Hairfall Defense and Lively Black. All are marketed in attractive and vibrant

packs with contemporary graphics. Vatika Dandruff Control Shampoo comes

in three pack sizes: a sachet for Rs 1.50, 100ml for Rs 65 and 200ml for Rs

120.

Competitors- P&G, HUL


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LIMITATIONS:-

In spite of making all my efforts to make the dissertation a perfect one there

are certain limitations in the study, which are felt while writing the report.

As the study is an exploratory one designed to find new hypothesis, readers

are not suggested to conclude the result. The study suffers from the basic

limitations of the possibilities of difference between what is recorded and

what is true.

1. The first problem I faced is in getting the co-operation of the retailers.Many of the respondents I approached did not agree to the need and

utility of surveys and hence did not agree to provide me with

information.

2. The second problem faced by me was in getting the required secondarydata, sorting them, photocopying and organizing them according to my

need.

3. There has lack of time and financial resources prevented theinvestigator from carrying out an in depth study.


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4. The findings of the survey are based on the subjective opinion of therespondents and there is no way of assessing the truth of the statements.

5. As the sample size of the survey was so small and comprise of only 200customers, the survey may be biased, as its not representing the whole

Ghaziabad.


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SELLING PROCESS

&

MARKETING MIX


54/96

The major marketing management decisions can be classified in one

of the following four categories:

Product Price Place (distribution) Promotion

These variables are known as the marketing mix or the 4 P's of marketing. They

are the variables that marketing managers can control in order to best satisfy

customers in the target market. The marketing mix is portrayed in the following

diagram:

Product

The product is the physical product or service offered to the consumer. In the case of physical products, it also refers to any services or

conveniences that are part of the offering.


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Product decisions include aspects such as function, appearance, packaging,service, warranty, etc.

Price

Pricing decisions should take into account profit margins and the probablepricing response of competitors.

Pricing includes not only the list price, but also discounts, financing, andother options such as leasing.

Place

Place (or placement) decisions are those associated with channels ofdistribution that serve as the means for getting the product to the target

customers.

The distribution system performs transactional, logistical, and facilitatingfunctions.


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Distribution decisions include market coverage, channel member selection,logistics, and levels of service.


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Promotion

Promotion decisions are those related to communicating and selling topotential consumers.

Since these costs can be large in proportion to the product price, a break-even analysis should be performed when making promotion decisions.

It is useful to know the value of a customer in order to determine whetheradditional customers are worth the cost of acquiring them.

Promotion decisions involve advertising, public relations, media types, etc.


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The Marketing Mix

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

Service/Support

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 PRODUCT SELLING PROCESS

Dabur product process of selling starts from stockiest. C&FA dose not have any process to play in the process of selling of dabur

product products. They are just Clearing & Forwarding Agents they store

the manufacturing products and then supply it to stockiest.

Stockiest pay the money to dabur product through demand draft. Stockiest further sells the products to retailers. Retailer finally sells the products to consumers.

HOW DABUR USING MARKETING 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 product does

not get expired immedietly.


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Brand: Dabur itself is a very reputed and well known brand in the market and its

also known all over India.

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.

Service/Support: Dabur product provide full support to its stockiest, retailers and

consumers, what so ever the problem is

Price

List price: Dabur decide 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 given to stockiest sales man if he achieves 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.


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Market coverage: Dabur product 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 product try to cover or tries to place its products in each and

every shop and every location.

PromotionAdvertising: 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 & 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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DESCRIPTIVE WORK ON SUBTOPIC OF STUDY:-

Sales promotion

A good definition of sales promotion would be as follows:

An activity designed to boost the sales of a product or service. It may

include an advertising campaign, increased PR activity, a free-sample

campaign, offering free gifts or trading stamps, arranging demonstrations or

exhibitions, setting up competitions with attractive prizes, temporary price

reductions, door-to-door calling, telemarketing, personal letters on other

methods.

In marketing, sales promotion is one of the four aspects ofpromotion. (The

other three parts of the promotional mix are advertising, personal selling, and

publicity/public relations.)

Sales promotions are non-personal promotional efforts that are designed to

have an immediate impact on sales.

Sales promotion involves short-term incentives to encourage buyers to

purchase a product.
http://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Promotion_(marketing)http://en.wikipedia.org/wiki/Promotional_mixhttp://en.wikipedia.org/wiki/Advertisinghttp://en.wikipedia.org/wiki/Saleshttp://en.wikipedia.org/wiki/Publicityhttp://en.wikipedia.org/wiki/Public_relationshttp://en.wikipedia.org/wiki/Public_relationshttp://en.wikipedia.org/wiki/Publicityhttp://en.wikipedia.org/wiki/Saleshttp://en.wikipedia.org/wiki/Advertisinghttp://en.wikipedia.org/wiki/Promotional_mixhttp://en.wikipedia.org/wiki/Promotion_(marketing)http://en.wikipedia.org/wiki/Marketing


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It's aim is to encourage immediate purchase of a product. If used too often

however, sales promotion can create a situation where consumers will not

buy unless there is a bonus offer. This will result in loss of profit for the

company.

More than any other element of the promotional mix, sales promotion is

about action. It is about stimulating customers to buy a product. It is not

designed to be informativea role which advertising is much better suited to.

Sales promotion can be directed at:

The ultimate consumer (a pull strategy encouraging purchase)

The distribution channel (a push strategy encouraging the channels to

stock the product). This is usually known as selling into the trade

METHODS OF SALES PROMOTION

Price promotionsPrice promotions are also commonly known as pricediscounting

These offer either (1) a discount to the normal selling price of a product, or

(2) more of the product at the normal price.


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Increased sales gained from price promotions are at the expense of a loss in

profitso these promotions must be used with care.

CouponsCoupons are another, very versatile, way of offering a discount.

The examples of the use of coupons:

- On a pack to encourage repeat purchase

- In coupon books sent out in newspapers allowing customers to redeem the

coupon at a retailer

- A cut-out coupon as part of an advertisement

The key objective with a coupon promotion is to maximise the redemption

ratethis is the proportion of customers actually using the coupon.

One problem with coupons is that they may simply encourage customers to

buy what they would have bought anyway. Another problem occurs when

retailers do not hold sufficient stocks of the promoted productcausing

customer disappointment.


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Use of coupon promotions is, therefore, often best for new products or

perhaps to encourage sales of existing products that are slowing down.

Gift with purchaseThe gift with purchase is a very common promotional technique. It is also

known as a premium promotion in that the customer gets something in

addition to the main purchase.

This type of promotion is widely used for:

- Subscription-based products (e.g. magazines)

- Consumer luxuries (e.g. perfumes)

Competitions and prizesAnother popular promotion tool with many variants. Most competition and

prize promotions are subject to legal restrictions.

Money refundsHere, a customer receives a money refund after submitting a proof of

purchase to the manufacturer.

These schemes are often viewed with some suspicion by customers

particularly if the method of obtaining a refund looks unusual.


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Frequent user / loyalty incentivesRepeat purchases may be stimulated by frequent user incentives. Perhaps the

best examples of this are the many frequent flyer or user schemes used by

airlines, train companies, car hire companies etc.

Point-of-sale displaysResearch into customer buying behaviour in retail stores suggests that a

significant proportion of purchases results from promotions that customers

see in the store. Attractive, informative and well-positioned point-of-sale

displays are, therefore, very important part of the sales promotional activity

in retail outlets.

There are three main types of sales promotion:

Consumer promotions Trade promotions Sales force promotions

Consumer promotions are often used to try and condition the way

consumers behave. They are usually short term inducements to encourage

people to buy. For example, trial packs, buy one get one free, contests.
http://www.buseco.monash.edu.au/depts/mkt/dictionary/ttt.php#trade_promotionshttp://www.buseco.monash.edu.au/depts/mkt/dictionary/ttt.php#trade_promotions


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Trade promotions are directed at intermediaries and are intended to increase

sales in the distribution channel.

Sales force promotion is directed at the personal selling team and is

intended to be an incentive.

Examples include:

Coupons Discounts And Sales Contests Point Of Purchase Displays Rebates Gifts And Incentive Items Free Travel, Such As Free Flights
http://en.wikipedia.org/wiki/Couponhttp://en.wikipedia.org/wiki/Discounts_and_allowanceshttp://en.wikipedia.org/wiki/Contesthttp://en.wikipedia.org/wiki/Point_of_purchasehttp://en.wikipedia.org/wiki/Rebate_(marketing)http://en.wikipedia.org/wiki/Rebate_(marketing)http://en.wikipedia.org/wiki/Point_of_purchasehttp://en.wikipedia.org/wiki/Contesthttp://en.wikipedia.org/wiki/Discounts_and_allowanceshttp://en.wikipedia.org/wiki/Coupon


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Consumer promotion tools include samples, redeemable coupons, cash-

back offers, cents-off deals, premium offers, advertising specialities,

patronage rewards, point-of-purchase displays and demonstrations, contests,

sweepstakes and games.

Trade promotion directed to wholesalers, retailers and other intermediaries

can often cost more than consumer promotion. Trade promotions often occur

in conjunction with consumer sales promotions. Trade promotion tools

include allowances, free goods or push money (cash or incentives).

Business to Business promotion is directed at customers in industrial

markets. Marketers use tools such as conventions (exhibitions), trade shows

and sales contests to gain awareness for their company's products or to

increase sales leads. For example, food and beverage companies from all over

the world gather at the Annual International Food and Beverage Exhibition to

display their products, increase awareness and sales.


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SALES PROMOTIONAL TOOLS OF DABUR

Price promotions Coupons Gift with purchase Competitions and prizes Money refunds Point-of-sale displays Free samples Contest /demos Festival Sales Retailer coupons

Multi-packs

Special price for twos Allowances for additional shelf space Merchandising Sales contest Incentives Awards & prizes Premium gifts


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Training Sales Meetings Samples/product sampling Trade Fairs & exhibitions Contests & Sweepstakes Exchange Offers/buyback Refund / Rebate Price / Bonus Packs


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The sales and marketing relationship

Marketing and sales are very different, but have the same goal. Marketing

improves the selling environment and plays a very important role in sales. If

the marketing department generates a potential customers list, it can be

beneficial for sales. The marketing department's goal is to increase the

number of interactions between potential customers and the sales team using

promotional techniques such as advertising, sales promotion, publicity, and

public relations, creating new sales channels, or creating new products (new

product development), among other things.

In most large corporations, the marketing department is structured in a

similar fashion to the sales department and the managers of these teams must

coordinate efforts in order to drive profits and business success. For example,

an "inbound" focused campaign seeks to drive more customers "through the

door" giving the sales department a better chance of selling their product to

the consumer. A good marketing program would address any potential

downsides as well.

The Sales department's goal would be to improve the interaction between the

customer and the sales facility or mechanism (example, web site) and/or


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salesperson. Sales management would break down the selling process and

then increase the effectiveness of the discrete processes as well as the

interaction between processes. For example, in many out-bound sales

environments, the typical process is out bound calling, the sales pitch,

handling objections, opportunity identification, and the close. Each step of

the process has sales-related issues, skills, and training needs as well as

marketing solutions to improve each discrete step, as well as the whole

process.

Merchandising:-

Merchandising is more than simply the arrangement of products on the shelf.

It is an integral component of the business image. It should be considered

when you design your logo, business cards, brochures, letterhead, packaging,

and product mix

Merchandising is the practice of making products in retail outlets available to

consumers, primarily by stocking shelves and displays. While this used to be

done exclusively by the stores' employees, many retailers have found

substantial savings in requiring it to be done by the manufacturer, vendor, or

wholesaler that provides the products to the retail store. Merchandising is the


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methods, practices, and operations used to promote and sustain certain

categories of commercial activity


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DATA ANALYSIS AND INTERPRETATION:-

SWOT ANALYSIS OF DABUR:

This SWOT analysis is done based on the financial statements & the annual

report of Dabur for the financial year 2007-2008. Other information has been

taken from the company website and different magazine & search engines.

Strengths:-

Reserve and surplus: Reserve and Surplus is increased by 35.11% to531 crores. It shows the firms strengths, and ability to expand the

business. Company is in the position to take the opportunity if comes

even if the market situation will not good.

Increase in sale: Sale is increased by 15% to 2396 crores, inspite ofthe slowdown in the economy. Dabur has recorded higher growth than

the industry average.

Increase in ROCE: return on capital employed is increased by 18%indicate the higher value for the shareholders and good image in the

market. It will be easy for the company to raise money through market.


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Advertisement: Spending on advertising increased as an aggressivestrategy to differentiate the product from the competitor products.

Weaknesses:-

R & D expenditure decrease by 88% Competition is very tough and required new improved or new product

to compete with the competitor products.

Lack of dominating position in big categories: Dabur has a weekcompetitive position in large such as hair oils, shampoos, and oral care.

While, these categories are growing between 14-18%, we believe

Dabur will need to make significant investments in order t grow/

maintain its share in these categories.

Gap in product line: Dabur consumer care consists of many brands insome segment there are no other variants available. Competitor can

take the advantage of he gap.

Opportunities:-

Large domestic market size: There is a growing pool of domesticcustomer is present for the consumption of FMCG products. Still the

penetration level for many FMCG products is minimal, say for example


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penetration level for oral care product in 48.6%, for Shampoo PL is

Just 13%, and PL for Hair oil is 87%. Countrys large growing

population makes a very large market and opportunity for Dabur.

Disposable income increased: As the economy grows, income level ofpeople increased and gives an opportunity to the companies to take a

large chunk from the consumer,

Increase in health consciousness among urban consumer: Healthconsciousness among urban consumer increased as the result of

increasing literacy level. There is an opportunity for Dabur as it is

considered to be the health brand.

Untapped rural market: almost 65% of the Indian population is livingin rural areas, and according to a report income level of the rural people

is going doubled by 2012.

34.3% of the Indian population is of age (0-14): Parents alwaysthrive to purchase safe & health products for their children; Dabur has

earned a good name in manufacturing safe and healthy product.

Presence in 50 countires: Dabur has its presence in 50 countries whichgives it an access to the other markets.

Threats:-


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Intense Competition: The competition is very tough as three is largenumber of companies producing the similar types of the products.

Distributor Power: in FMCG industry distributor hold huge power ascompanies are dependent on the distributor to sell their products.

Growth of the Indian economy Packaging cost is increased Brand duplication is very high in FMCG industry

1. Primary analysis & findings


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1. Do you keep the Dabur Products?

Findings: 98% reatailer said that they keep or sell the products of Dabur.

Whereas only 2 % told that they do not keep Daburs products.

2.No. of respondents who satisfied with the margin offered by Dabur

98%

2%

Yes

No


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Findings: In my project areas only 46% reatailers are satisfied with the

margin offered by Dabur. 54% say that they are not satisfied with the margin

given by Dabur.

Yes

46%

No54%

No. of respondents


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3. The company who paying the best margin scale

Findings: 38% of the retailer admits that HUL is giving the best deal in the

market. 28% said that P&G is offering the best margin for them. Only 18%

retailer claimed that they are having good margin by Dabur. Only 16%

retailer said that RB is giving them them the best deal in the market. By this

pie we can clearly say that HUL is giving the best margin in the market.

4. Good visibility affects the sales of products

HUL

38%

RB

16%

Dabur

18%

P&G

28%

NO. of Respondents


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Findings: 80% of the whole population of retailers admits that visibility

affect the sale of the product. Whereas 20% retailers say that visibility has no

impact on the sales of the products.

80%

20%

No. of Respondents

Yes

No


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5. Daburs visibility in the market

Findings: 46% of the total retailers of Ghaziabad say that Dabur is having

average visibility in the market. 38% say that Daburs visibility is good;

whereas 6% also say that it has got a very good visibility in the market. But

9% also claim that Dabur is poor at visibility level in Ghaziabad. Only 1%

rate it for having a excellent visibility in the market.

9%

46%

38%

6%1%

No. of respondnets

Poor

Average

Good

Very Good

Excellent


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6. Visibility compensation offered by Dabur

Findings: 56% retailers admit that compensation offered by Dabur for

visibility of its products is average. 29% say that Dabur pays very less for the

visibility of its products. Only 11% say that Dabur is paying well for

visibility. 4% admit it as very good, but not even a single % says that Dabur

is paying excellent for the visibility aspect.

7. Do you think competitor has better schemes than Dabur?

29%

56%

11%

4% 0%

No. of respondents

Poor

Average

Good

Very Good

Excellent


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Findings: 75% of the total respondents claim that the competitors are

floating better schemes than Dabur. Only 25% says that Dabur is offering

better schemes than its competitors.

8. Awareness about new product of Dabur

75%

25%

No. of Repondents

Yes

No


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Findings: 50% of the reatailer have no idea about the new products of Dabur.

Only 50% retailers know the new products offered by Dabur.

9. Is there demand ofDaburs new product?

Yes

50%

No

50%

No. of Respondents


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Findings: From the total market only 38% says that there is a demand for the

new products of Dabur, whereas 62% claimed that there is no demand for

new products of Dabur in the market.

Yes

38%

No

62%

No. of Respondnets


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10. The Daburs competitor who gives more schemes on new product

Findings: 35 % of the retailer says that HUL is giving more schemes on their

new products as compared to Dabur new products. 33 % says that P&G is

also giving good schemes at the new products of the company. 11% retailer

says that Reckitt benckiser India is giving good schemes on their new

products. 21% claimed that ITC is good for the schemes on new products in

the market.

11. Does the use of danglers, fliers help you boosting sales?

35%

33%

11%

21%

No. of Respondnets

HUL

P&G

RB

ITC


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Findings: 59% of the total respondents say that dangler, fliers helps them is

boosting their sales. But 41% also say that there is no effect on the sales by

danglers, fliers

12. Dabur support you in increasing the sales of new products.

Yes

59%

No41%

No. of Respondnets


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Findings: In Ghaziabad, 65% of the retailers claimed that Dabur helps them

in increasing the sales of new products. Only 35% are not agree at this point..

FINDINGS:-

65%

35%

No. of Respondents

Yes

No


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As a whole, daburs product visibility is good in the market. Dabur has such a wide product portfolio that it is very difficult to have

visibility for every product.

HUL and P & G are focusing more on the visibility issue. Almost every retailer is having display window of HUL and P & G. HUL is paying the highest amount for the display window hired by the

company.

Daburs rates for the display windows are very low as compared to thecompetitor and the market.

Salesmen of Dabur are not paying extra effort to place new products ofDabur.

Visit of Daburs merchandiser is not so good.

P & G is having the most visits by its merchandiser (3 times in a week). Proper information of schemes is not given by the salesperson of

Dabur, where HUL is best at this.

In shampoo range P&G is best, HUL is also good. In shampoo range, P & G is giving maximum schemes to the retailers.


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RECOMMENDATIONS:-

Dabur should have more effort on the frequent visit of its merchandiser. Display window rate should be increased by the company to compete

the market.

Damage and expiry claim should be settled smoothly by the companyto make a positive impact on the retailers.

The company should start promotion campaign at the micro-level byincreasing the visit of companys representatives to the retailers.

The company should work collaboratively with the distributors ineffective manner towards focusing on the area where there is a potential

market for Daburs product and target that area.

During my project this fact become clear that the customer are not wellaware about the all products of Dabur, so through the strong

advertisement company should try to increase the awareness of the

Dabur products.

Promotional Schemes should be more on the new products of Dabur toincrease its sale.

There should be proper approach for the display window by thecompany.


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BIBLIOGRAPHY:-

Books:-

Marketing Management : Philip Kotler

Marketing Management : T.N.Chabra

Marketing Research : B.C.Goel

Annual Report of Dabur India Limited

Website/ Search Engines

www.google.com

www.wikipedia.org/dabur

www.iloveindia.com/fmcg/dabur/index.html

www.dabur.com

www.indiainfoline.com
http://www.wikipedia.org/daburhttp://www.wikipedia.org/daburhttp://www.iloveindia.com/fmcg/dabur/index.htmlhttp://www.iloveindia.com/fmcg/dabur/index.htmlhttp://www.dabur.com/http://www.dabur.com/http://www.indiainfoline.com/http://www.indiainfoline.com/http://www.indiainfoline.com/http://www.dabur.com/http://www.iloveindia.com/fmcg/dabur/index.htmlhttp://www.wikipedia.org/dabur


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www.rediff.com

www.balsara.com

Various Magazines, Newspapers, Company articles etc
http://www.rediff.com/http://www.rediff.com/http://www.balsara.com/http://www.balsara.com/http://www.balsara.com/http://www.rediff.com/

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