PROJECT REPORT

ON

“MARKETING STRATEGIES OF DABUR”

PROJECT REPORT SUBMITTED IN PARTIAL FULFILLMENT OF THE

REQUIREMENT OF BACHELOR OF BUSINESS ADMINISTRATION
(BANKING AND INSURANCE)

TO

GURU GOBIND SINGH INDRAPRASTHA UNIVERSITY

SUBMITTED BY:

MANSI KHANDELWAL

01290201816

UNDER THE GUIDANCE OF

Ms. AMARPREET KAUR

SRI GURU TEGH BAHADUR INSTITUTE OF MANAGEMENT AND

INFORMATION TECHNOLOGY

(AFFILIATED TO GGSIPU UNIVERSITY, DELHI)

(2016 – 2019)
 DECLARATION

I hereby declare that the project work entitled “MARKETING STRATEGIES

OF DABUR” submitted to the Guru Gobind Singh Indraprastha University
is record of an original work done by me under the guidance of Ms. Amarpreet
Kaur , faculty member , Sri Guru Tegh Bahadur Institute Of Management
And Informational Technology.

…………………………

(Signature of the scholar)

Place: Delhi Name: MANSI KHANDELWAL

Date: Enrollment No.: 01290201816

2
 CERTIFICATE

This is to certify that MANSI KHANDELWAL , student of Sri Guru Tegh

Bahadur Institute Of Management And Informational Technology of
course BBA B&I Batch (2016-2019) , has completed his research work title
“MARKETING STRATEGIES OF DABUR” under my guidance and
supervision . This work is genuine and authentic.

……………………………..

Signature of H.O.D.

Mrs. BIPASHA CHAUDHARY

……………………………..

Signature of guide

Ms. AMARPREET KAUR

……………………………..

Place: Delhi Signature of scholar

Date: MANSI KHANDELWAL

3
 ACKNOWLEDGEMENT

I offer my sincere thanks and humble regards to Sri Guru Tegh Bahadur
Institute of Management and Information Technology , Guru Gobind
Singh Indraprastha University, Delhi for imparting us very valuable
professional training in BBA (B&I). I pay my gratitude and sincere regards to
Ms. Amarpreet Kaur, my project guide , for giving me the cream of her
knowledge. I am thankful to her as she gave her moral support and guided me in
different matters regarding the topic. I am also thankful to her as she has been a
constant source of advice, motivation and inspiration. She was very kind and
patient while suggesting the outlines of the project and correcting my doubts

……………………..

Signature of Scholar

Name: MANSI KHANDELWAL

Enrollment No.: 01290201816

4
 TABLE OF CONTENT

CH. NO. CONTENT PAGE NO.

Declaration
Certificate

Acknowledgement

1 CH – 1 (Introduction to Industry)

1.1 FMCG sector

1.2 Fast moving consumer goods

1.3 List of FMCG companies

1.4 Scope

1.5 Growth Prospectus

2 CH – 2 (Company Profile )

2.1 Company History

2.2 Milestones to success

2.3 Technology used in Dabur

2.4 Enviornmental Prospects

2.5 Dabur overseas Limited

2.6 Dabur research Foundation

2.7 Products

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 2.8 Characterization
3 CH – 3 (Research Methodology) 50 – 53

4 CH-4 (Data Interpretation And Analysis) 54 – 65

4 CH – 5 (Findings and Recommendations) 66 – 67

5 Ch – 6 (Conclusion) 68

6 CH – 7 (Bibliography) 69

7 Annexure 70 – 72

LIST OF FIGURES
Figure no. PARTICULARS Page NO.
1 Dabur manufacturing facilities
2 Health care prod
3

4
5

6
7

8
9
10

11

12

6
13

14

15

16

17

18

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 CHAPTER-1
INTRODUCTION TO INDUSTRY

1.1 FMCG SECTOR

The Fast Moving Consumer Goods (FMCG) industry in India is one of the
largest sectors in the country and over the years has been growing at a
very steady pace. The sector consists of consumer non-durable
products which broadly consists,  personal care, household care and food
& beverages. The Indian FMCG industry is largely classified as organized and
unorganized. Besides competition, this industry is also marked by a robust
distribution network coupled with increasing influx of MNCs across
the entire value chain. This sector continues to remain highly fragmented.

Industry Classification
The FMCG industry is volume driven and is characterized by low
margins. The products are branded and backed by marketing, heavy
advertising, slick packaging and strong distribution networks. The FMCG
segment can be classified under the premium segment and popular segment.
The premium segment caters mostly to the higher/upper middle class which
is not as price sensitive apart from being brand c o n s c i o u s . T h e
price sensitive popular or mass segment consists of
c o n s u m e r s  belonging mainly to the semi-urban or rural areas who
are not particularly brand conscious. Products sold in the popular
segment have considerably lower prices than their premium counterparts. 

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1.2 What are Fast Moving Consumer Goods (FMCG)?
Products which have a quick turnover, and relatively low cost are known as Fast
Moving Consumer Goods (FMCG). FMCG products are those that get replaced
within a year. Examples of FMCG generally include a wide range of
frequently purchased consumer products such as toiletries, soap,
cosmetics, tooth cleaning products, shaving products and detergents, as well as
other non-durables such as glassware, bulbs, batteries, paper products, and
plastic goods. FMCG may also include pharmaceuticals, consumer electronics,
packaged food products, soft drinks, tissue paper, and chocolate bars. A subset
of FMCGs is Fast Moving Consumer Electronics which include innovative
electronic products such as mobile phones, MP3 players, digital cameras, GPS
Systems and Laptops. These are replaced more frequently than other electronic
products. White goods in FMCG refer to household electronic items such as
Refrigerators, T.Vs, Music Systems, etc. In 2005, the Rs. 48,000-crore FMCG
segment was one of the fast growing industries in India. According to one
study, the industry grew 5.3% in value between 2004 and 2005.The Indian
FMCG sector is the fourth largest in the economy and has a market size of
US$13.1 billion. Well-established distribution networks, as well as intense
competition between the organized and unorganized segments are the
characteristics of this sector. FMCG in India has a strong and competitive
MNC presence across the entire value chain.

It has been predicted that the FMCG market will reach to US$ 33.4 billion in
2018from US $ billion 11.6 in 2003. 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 have potential for growth is huge. The Indian Economy is

9
surging ahead by leaps and bounds, keeping pace with rapid urbanization,
increased literacy levels, and rising per capita income.The big firms are growing
bigger and small-time companies are catching up as well.
1.3 List of FMCG Companies
This is a list of major Indian Fast-Moving Consumer Goods
(FMCG) companies, including subsidiaries of multinational FMCG firms that
are listed in India.

 Hindustan Unilever
 ITC Ltd.
 Pidilite Industries
 Amul
 Godrej Consumer Products Limited
 Dabur India Ltd.
 Emami
 Colgate Palmolive India Ltd.
 Zydus Wellness
 Britannia
 GlaxoSmithKline Consumer Healthcare Ltd. (India)
 Wipro Consumer Care & Lighting Ltd.
 Marico
 Future Consumer Enterprises Ltd.
 CavinKare
 Parle Agro
 Jyothy Laboratories
 Haldiram's
 Nirma

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 Himalaya Healthcare Ltd.
 Bikanervala

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. Asian Paints is India's largest paint company, with
a turnover of Rs.22.6 billion (around USD 513 million). Forbes Global
magazine, USA, ranked Asian Paints among the 200 Best Small Companies
in the World Cadbury India is the market leader in the chocolate confectionery
market with a70% market share and is ranked number two in the total food
drinks market. Its popular brands include Cadbury's Dairy Milk, 5 Star, Eclairs,
and Gems. TheRs.15.6 billion (USD 380 Million) Marico is a leading Indian
group in consumer  products and services in the Global Beauty and Wellness
space.

Outlook 
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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Most of the consumer durable goods will see a reduction in price as the
government of India decided to reduce tax levied on them. 4 percentage point
reduction in the Cenvat to 10 per cent from 14 per cent is the key driver.

1.4 SCOPE
The Indian FMCG sector with a market size of US$13.1 billion is the fourth
largest sector in the economy. A well-established distribution network, intense
competition between the organized and unorganized segments characterize the
sector. FMCG Sector is expected to grow by over 60% by 2010. That will
translate into an annual growth of 10% over a 5-year period. It has
been estimated that FMCG sector will rise from around Rs 56,500 crores in
2005 to Rs 92,100 crores in 2010. Hair care, household care, male grooming,
female hygiene, and the chocolates and confectionery categories are estimated
to be the fastest growing segments, says an HSBC report. Though the sector
witnessed a slower growth in 2002-2004, it has been able to make a fine
recovery since then. For example, Hindustan Levers Limited (HLL) has shown
a healthy growth in the last quarter. An estimated double-digit growth over the
next few years shows that the good times are likely to continue.

1.5 Growth Prospects

With the presence of 12.2% of the world population in the villages of India, the
Indian rural FMCG market is something no one can overlook. Increased focus
on farm sector will boost rural incomes, hence providing better growth
prospects to the FMCG companies. Better infrastructure facilities will improve
their supply chain. FMCG sector is also likely to benefit from growing demand
in the market.

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Because of the low per capita consumption for almost all the products in the
country, FMCG companies have immense possibilities for growth. And if the
companies are able to change the mindset of the consumers, i.e. if they are able
to take the consumers to branded products and offer new generation products,
they would be able to generate higher growth in the near future. It is expected
that the rural income will rise in 2007, boosting purchasing power in the
countryside. However, the demand in urban areas would be the key growth
driver over the long term. Also, increase in the urban population, along with
increase in income levels and the availability of new categories, would help the
urban areas maintain their  position in terms of consumption. At present,
urban India accounts for 66% of total FMCG consumption, with rural India
accounting for the remaining 34%. However, rural India accounts for more than
40% consumption in major FMCG categories such as personal care, fabric care,
and hot beverages. In urban areas, home and personal care category, including
skin care, household care and feminine hygiene, will keep growing at relatively
attractive rates. Within the foods segment, it is estimated that processed foods,
bakery, and dairy are long-term growth categories in both rural and urban areas

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 CHAPTER-2
COMPANY PROFILE

Dabur India Limited is one of the leading consumer goods company of India
with interests in healthcare, personal care and foods. For more than a century
Dabur has worked in active collaboration with nature to provide the best of
herbal health and personal care products to its consumers. Today, Dabur is all
set to take this abundant knowledge of Ayurveda to global frontiers.
Dabur India Limited is the fourth largest FMCG Company in India with
interests in Health care, Personal care and Food products. Building on a legacy
of quality and experience for over 100 years, today Dabur has a turnover of
Rs.2233.72 crore with powerful brands like Dabur Amla, Dabur Chyawanprash,
Vatika,  Hajmola & Real.

CORPORATE PHILOSOPHY:
Knowledge is the key to growth in today's world. Whatever the industry, it is
the knowledge, which provides cutting edge to individual and organizations. For
more than a century nature has been a rich source of knowledge for Dabur.
Nature has not only given us the ingredients for all our products but has also
taught us how to create a harmony within and without the organization. Nature
has inspired us in all our acts. Ayurveda - the science of life is based on

14
principles of nature. All Ayurvedic preparations have their ingredients derived
from Nature. Dabur has converted the healing properties of natural ingredients
and the age-old knowledge of Ayurveda into contemporary healthcare products
to alleviate health problems of its consumers.
Dabur is committed to expand the reach of this age-old knowledge of Ayurveda
and Nature through web. Through web, they aim to overcome the physical
boundaries to take Ayurvedic way of life to global frontiers.

Dabur India Limited understands its responsibility as a corporate house. We

have not only set our sight on increasing turnover and profitability of the
company but also on propagating Ayurveda - the Indian system of medicine.

DABUR MANUFACTURING FACILITIES IN INDIA

Figure no.1

15
 
VISION
"Dedicated to the Health and Well Being of Every Household."
Dabur is a company with a set of established business values, which direct
its functioning as well as all its operations. In this, Dabur is guided by the
words of its founder Dr. S K Burman "What is that life worth that cannot
give comfort to others." The company offers its consumers, products to suit
their needs and give them good value for money. The company is
committed to follow the ethical practices in doing business. At Dabur,
Nature acts as not only the source of raw material but also an inspiration
and the company is committed to protect the ecological balance.

MISSION
"To be the leader in the Natural Foods & Beverages Industry."

Strive to deliver this by:

 Consistently delighting the consumer through quality products

 Being the company of choice for our business partners

 Delivering higher returns to stakeholders.

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2.1 COMPANY HISTORY

OVER THE YEARS:

The story of Dabur goes back to 1884, to a young doctor armed with a degree in
medicine and a burning desire to serve mankind. This young man, Dr. S. K.
Burman, laid the foundations of what is today known as Dabur India Limited.
From those humble beginnings, the company has grown into India's leading
manufacturer of consumer healthcare, personal care and food products. This
phenomenal progress has seen many milestones, some of which are mentioned
below:

1884 Birth of Dabur

1896 Setting up a manufacturing plant
1900s Ayurvedic medicines
1919 Establishment of research laboratories
1920 Expands further
1936 Dabur India (Dr. S.K. Burman) Pvt. Ltd.
1972 Shift to Delhi
1979 Sahibabad factory / Dabur Research Foundation
1986 Public Limited Company
1992 Joint venture with Agrolimen of Spain
1993   Cancer treatment
1994 Public issues
1995 Joint Ventures
1996 3 separate divisions
1997 Foods Division / Project STARS
1998 Professionals to manage the Company
2000 Turnover of Rs.1,000 crores
2003 Dabur demerges Pharma Business
2005 Dabur aquires Balsara
2005 Dabur announces Bonus after 12 years
2006 Dabur crosses $2 Bin market Cap, adopts US GAAP

17
 2008 Approves FCCB/GDR/ADR up to $200 million
2010 Celebrating 10 years of Real
2012 Foray into organised retail
2013 Dabur Foods Merged With Dabur India
2014 Acquires fem care Pharma
2015 Dabur red Toothpaste join “Billon Rupee Brand Club.

1884 -
Dr. S K Burman lays the foundation of what is today known as Dabur India
Limited. Starting from a small shop in Calcutta, he began a direct mailing
system to send his medicines to even the smallest of villages in Bengal. The
brand name Dabur is derived from the words 'Da' for Daktar or doctor and 'bur'
from Burman.

1896 -As the demand for Dabur products grows, Dr. Burman feels the need for
mass production of some of his medicines. He sets up a small manufacturing
plant at Garhia near Calcutta.

1900s -
The next generation of Burmans take a conscious decision to enter the
Ayurvedic medicines market, as they believe that it is only through Ayurveda
that the healthcare needs of poor Indians can be met.

1919 -
The search for processes to suit mass production of Ayurvedic medicines
without compromising on basic Ayurvedic principles leads to the setting up of
the first Research & Development laboratory at Dabur. This initiates a

18
painstaking study of Ayurvedic medicines as mentioned in age-old scriptures,
their manufacturing processes and how to utilize modern equipment to
manufacture these medicines without reducing the efficacy of these drugs.

1920s -
A manufacturing facility for Ayurvedic Medicines is set up at Narendrapur and
Daburgram. Dabur expands its distribution network to Bihar and the north-east.

1936 -
Dabur India (Dr. S K Burman) Pvt. Ltd. is incorporated.

1940 -
Dabur diversifies into personal care products with the launch of its Dabur Amla
Hair Oil. This perfumed heavy hair oil catches the imagination of the common
man and film stars alike and becomes the largest hair oil brand in India.

1949 -
Dabur Chyawanprash is launched in a tin pack and becomes the first branded
Chyawanprash of India.

1956 -
Dabur buys its first computer. Accounts and stock keeping are one of first
operations to be computerized.

1970 -
Dabur expands its personal care portfolio by adding oral care products. Dabur
Lal Dant Manjan is launched and captures the Indian rural market.

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1972 -
Dabur shifts base to Delhi from Calcutta. Starts production from a hired
manufacturing facility at Faridabad.

1978 -
Dabur launches the Hajmola tablet. This is the first time that a classical
Ayurvedic medicine is branded - from Shudhabardhak bati to Hajmola tablet.

1979 -
The Dabur Research Foundation (DRF), an independent company, is set up to
spearhead Dabur's multi-faceted research.

1979-
Commercial production starts at Sahibabad. This is one of the largest and most
modern production facilities for Ayurvedic medicines in India at this time.

1984 -
The Dabur brand turns 100 but is young enough to experiment with new
offerings in the market.

1986 -
Dabur becomes a public limited company through reverse merger with
Vidogum Limited, and is re-christened Dabur India Limited.

1989 -
Hajmola Candy is launched and captures the imagination of children and
establishes a large market share.

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1992 -
Dabur enters into a joint venture with Agrolimen of Spain for manufacturing
and marketing confectionery items such as bubble gums in India.

1993 -
Dabur sets up the oncology formulation plant at Baddi, Himachal Pradesh.

1994 -
Dabur India Limited comes out with its first public issue. The Rs.10 share is
issued at a premium of Rs.85 per share. The issue is oversubscribed 21 times.

1994 -
Dabur reorganizes its business with sales and marketing operations being
divided into 3 separate divisions.

1994 -
Dabur enters the oncology (anti-cancer) market with the launch of Intaxel
(Paclitaxel). Dabur becomes only the second company in the world to launch
this product. The Dabur Research Foundation develops the unique eco-friendly
process of extracting the drug from the leaves of the Asian Yew tree.

1995 -
Dabur enters into a joint venture with Osem of Israel for food and Bongrain of
France for cheese and other dairy products.

1996 -
Dabur launches Real Fruit Juice which heralds the company's entry into the
processed foods market.

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1997 -
The Foods division is created, comprising of Real Fruit Juice and Hommade
cooking pastes to form the core of this division's product portfolio.
Project STARS (Strive To Achieve Record Successes) is initiated by the
company to achieve accelerated growth in the coming years. The scope of this
project is strategic, structural and operational changes to enable efficiencies and
improve growth rates.

1998 - 2009
The Burman family hands over the reins of the company to professionals. Mr.
Ninu Khanna joins Dabur as the Chief Executive Officer.

2010-2017
Dabur achieves the revenue of 7,680 crores.

2.2 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.
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 Dabur identifies nature-
based Ayurvedic medicines as its area of specialisation. It is the first

22
company to provide health care through scientifically tested and automated
production of formulations based on our traditional science.
1930 - Automation and upgradation of Ayurvedic products manufacturing
initiated.
1936 - Dabur (Dr. S K Burman) Pvt. Ltd. Incorporated
1940 - Personal care through Ayurveda Dabur introduces Indian consumers
to personal care through Ayurveda, with the launch of Dabur Amla Hair Oil.
So popular is the product that it becomes the largest selling hair oil brand in
India.
1949 - Launched Dabur Chyawanprash in tin pack widening the popularity
and usage of traditional Ayurvedic products continues. The ancient
restorative Chyawanprash is launched in packaged form, and becomes the
first branded Chyawanprash in India.
1957 - Computerisation of operations initiated
1970 - Entered Oral Care & Digestives segment addressing rural markets
where homemade oral care is more popular than multinational brands, Dabur
introduces Lal Dant Manjan. With this a conveniently packaged herbal
toothpowder is made available at affordable costs to the masses.
1972 - Shifts base to Delhi from Calcutta
1978 - Launches Hajmola tablet Dabur continues to make innovative
products based on traditional formulations that can provide holistic care in
our daily life. An Ayurvedic medicine used as a digestive aid is branded and
launched as the popular Hajmola tablet.
1979 - Dabur Research Foundation set up
1979 - Commercial production starts at Sahibabad, the most modern
herbal medicines plant at that time
1984 - Dabur completes 100 years
1988 - Launches pharmaceutical medicines
1989 - Care with fun

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The Ayurvedic digestive formulation is converted into a children's fun
product with the launch of Hajmola Candy. In an innovative move, a
curative product is converted to a confectionary item for wider usage.
1994 - Comes out with first public issue
1994 - Enters oncology segment
1994 - Leadership in health care

Dabur establishes its leadership in health care as one of only two companies
worldwide to launch the anti-cancer drug Intaxel (Paclitaxel). Dabur
Research Foundation develops an eco-friendly process to extract the drug
from its plant source
1996 - Enters foods business with the launch of Real Fruit Juice
1996-Real blitzkrieg

Dabur captures the imagination of young Indian consumers with the launch
of Real Fruit Juices - a new concept in the Indian foods market. The first
local brand of 100% pure natural fruit juices made to international standards,
Real becomes the fastest growing and largest selling brand in the country.
1998 - Burman family hands over management of the company to
professionals

2000- The 1000 crore mark

Dabur establishes its market leadership status by staging a turnover of

24
Rs.1000 crores. Across a span of over a 100 years, Dabur has grown from a
small beginning based on traditional health care. To a commanding position
amongst an august league of large corporate businesses.
2001 - Super specialty drugs

With the setting up of Dabur Oncology's sterile cytotoxic facility, the

Company gains entry into the highly specialised area of cancer therapy. The
state-of-the-art plant and laboratory in the UK have approval from the MCA
of UK. They follow FDA guidelines for production of drugs specifically for
European and American markets.
2002 - Dabur record sales of Rs 1163.19 crore on a net profit of Rs 64.4
crore
2003 - Dabur demerges Pharmaceuticals business

Dabur India approved the demerger of its pharmaceuticals business from the
FMCG business into a separate company as part of plans to provider greater
focus to both the businesses. With this, Dabur India now largely comprises
of the FMCG business that include personal care products, healthcare
products and Ayurvedic Specialities, while the Pharmaceuticals business
would include Allopathic, Oncology formulations and Bulk Drugs. Dabur
Oncology Plc, a subsidiary of Dabur India, would also be part of the
Pharmaceutical business.

2005 - Dabur aquires Balsara

As part of its inorganic growth strategy, Dabur India acquires Balsara's

Hygiene and Home products businesses, a leading provider of Oral Care and
Household Care products in the Indian market, in a Rs 143-crore all-cash
deal.

25
2005 - Dabur announces bonus after 12 years

Dabur India announced issue of 1:1 Bonus share to the shareholders of the
company, i.e. one share for every one share held. The Board also proposed
an increase in the authorized share capital of the company from existing Rs
50 crore to Rs 125 crore.
2006 - Dabur crosses $2 bin market cap, adopts US GAAP.

Dabur India crosses the $2-billion mark in market capitalisation. The

company also adopted US GAAP in line with its commitment to follow
global best practices and adopt highest standards of transparency and
governance.
2010 - Approves FCCB/GDR/ADR up to $200 million

Moving forward on the inorganic growth path, Dabur India decides to raise
up to $200 million from the international market through Bonds, FCCBs,
GDR, ADR, QIPs or any other securities.The capital raised will be used to
fund Dabur's aggressive growth ambitions and acquisition plans in India and
abroad.

2013 - Celebrating 10 years of Real

Dabur Foods unveiled the new packaging and design for Real at the
completion of 10 years of the brand. The new refined modern look depicts
the natural goodness of the juice from freshly plucked fruits.
2015- Foray into organised retail

Dabur India announced its foray into the organised retail business through a
wholly-owned subsidiary, H&B Stores Ltd. Dabur will invest Rs 140 crores

26
by 2010 to establish its presence in the retail market in India with a chain of
stores on the Health & Beauty format.
2017 - Dabur Foods Merged With Dabur India

Dabur India decides to merge its wholly-owned subsidiary Dabur Foods

Limited with itself to extract synergies and unlock operational efficiencies.
The integration will also help Dabur sharpen focus on the high growth
business of foods and beverages, and enter newer product categories in this
space.

2.3 TECHNOLOGY USED IN DABUR

In Dabur India Limited knowledge and technology are key resources which
have helped the Company achieve higher levels of excellence and efficiency.
Towards this overall goal of technology-driven performance, Dabur is
utilizing Information Technology in a big way. This will help in integrating a
vast distribution system spread all over India and across the world. It will also
cut down costs and increase profitability.

Our major IT Initiatives

 Migration from Baan and Mfg ERP Systems to centralized SAP ERP
system from 1st April 2006 for all business units.

27
  Implementation of a country wide new WAN Infrastructure for running
centralized ERP system.
 Setting up of new Data Centre at KCO Head Office.
 Extension of Reach System to distributors for capturing Secondary
Sales Data.
 Roll out of IT services to new plants and CFAs.

Future Challenges

 Forward Integration of SAP with Distributors and Stockists.

 Backward Integration of SAP with Suppliers.
 Implementation of new POS system at Stockist point and integration
with SAP-ERP.
 Implementation of SAP HR and payroll.
 SAP Roll-out to DNPL and other new businesses.

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2.4 ENVIRONMENTAL PROSPECTS

"What is that life worth which cannot bring comfort to others", these words of
Dr. S K Burman have inspired generations of Dabur. Keeping these golden
words in mind, Sundesh or the Sustainable Development Society was set up to
carry out welfare activities aimed at improving the quality of life of the rural
people in its area of operation. This society is given complete financial and
managerial support by Dabur India Limited.

Sundesh is engaged in providing health services, non-formal education and

training in income generating activities. The society has a dedicated team
consisting of a doctor, a community organiser, a lady social worker, instructors
for income generating activities, traditional birth attendants and village level
workers. Sundesh organises regular OPDs and health camps in the villages.

In addition to the mobile OPDs, other health services rendered include training
of traditional birth attendants, immunisation programmes for children,
maintenance of family health records, ante-natal check ups, pulse polio
programmes and health awareness meetings for women on topics such as family
planning, ante-natal care, post-natal care, the importance of vaccinations, baby
care and AIDS prevention.
jvs & subsidiaries:

Dabur India has entered into joint ventures with well established international
firms as well as created subsidiary units that further highlight its business
philosophy of providing the best products to its customers.

29
JOINT VENTURES

Dabon International Limited - Dabur has also collaborated with Bongrain of

France for the manufacture and marketing of specialty cheese and other dairy
products. This joint venture company has already made its presence felt in the
Indian cheese market through the launch of processed cheese under the brand
name LeBon, and a specialty cheese under the brand name Delicieux.

SUBSIDIARIES

Dabur has six subsidiary units, which come under the umbrella of the Dabur
India organization. These are:

Dabur Foods Limited -

Dabur Foods Limited, a 100% subsidiary of Dabur India Limited, is
spearheading Dabur's foray into food processing industry. The company, set up
in April 1999, is marketing a range of fruit juices under the brand name Real,
Homemade Cooking Paste and Sauces and Lemoneez lemon juice. Dabur was
the first company in India to introduce fruit juices in packaged form without any
artificial additive. Real is today the market leader in this category with more
than 50% market share. Homemade cooking paste is the only national brand in
this category. Lemoneez is the only product in its category available in unique
drop and trickle pack and uniquely shaped tabletop pack.
Dabur Nepal Private Limited -
Dabur Nepal was the first manufacturing base overseas for Dabur group. The
company is today the leading exporter of Nepal and the third largest and most
modern manufacturing base for Dabur. Dabur Nepal is today involved in
promoting cultivation of herbs and apiculture activities in Nepal. The company

30
has set up state of the art greenhouse at Banepa for developing saplings for 20
medicinal plants. Dabur Nepal has also set up an Apiculture centre for
promoting bee-keeping activity in Nepal and developing queen bees and bee
colonies for exports.

Dabur Egypt Limited -

Dabur Egypt is groups gateway to Africa. This manufacturing base set up a
couple of years back to cater to the demands of Middle East and African market
is producing Hair Care, Skin Care Products and Foods.

Dabur Oncology Plc. -

Set up recently in UK, this subsidiary of Dabur India Limited will be
manufacturing anti-cancer formulations for European market. The company is
in the process of setting up manufacturing base near London and is expected to
start operation from year 2001.

31
2.5 DABUR OVERSEAS LIMITED

TOWARDS GREEN TOMMOROW

One of the thrust areas of foundation is conservation and cultivations of
medicinal plants. DRF has developed cultivation packages for a number of
herbs especially of endangered ones. A 15,000sq. ft. greenhouse built in Nepal
is now functional and provides millions of saplings of various medicinal herbs.

Dabur Research Foundation has to its credit development of a unique technique

of isolation of paclitaxel from leaves instead of bark of Himalayan Yew. This
not only saved the tree but also improved the growth as pruning of leaves gave a
positive impact on growth of the plant.

DRF conducts training for harvesting and post harvesting processing of herbs to
ensure the sustainable usage of this natural resource. The Foundation promotes
cultivation and organizes planting materials for selected herbs to farmers. It
imparts training to farmers for cultivation of these medicinal plants, their drying
and proper packaging in roadworthy condition. The foundation also organizes
complete buy back arrangement for these select herbs. This effort has not only
ensured development of a sustainable source of rare herbs but also has provided
an alternative source of income to the farmers.

Dabur Research Foundation has improved the extraction procedures of herbs in

a fashion so that to increase the productivity of extracts/isolates and hence
reduce pressure on natural habitats.

32
DRF has developed tissue culture protocols for a number of herbs specially
those of alpine habitat and those diminishing in the nature.

PROTECTION FOR NATURE AND PROTECTION FROM

NATURE

For well over a century, Dabur has worked hand in hand with nature. Drawing
its strength and inspiration from nature's vast resources, Dabur has used herbs
and minerals found in natural form as the ingredient for its products. As a
company, Dabur understands its responsibility to contribute towards
maintaining the ecological balance, and realises the need to replenish what it
takes from nature. The direct result of this realisation has been 'Project Plant for
Life', under which the company has set up tissue culture laboratories, a state-of-
the-art greenhouse and contract cultivation with complete buy back facilities.
This project not only ensures sustainable source of medicinal plants, but also
improves the standard of living of the participating villagers. Since time
immemorial, Dabur has received lots from nature, and it takes pride in

33
2.6 DABUR RESEARCH FOUNDATION

Dabur Research Foundation (DRF), incorporated in 1979, is a premier research

organization recognized by Department of Scientific and Industrial Research,
Government of India. Situated at Sahibabad, DRF is today a known name for its
pathbreaking research in the field of healthcare and personal care.

The Foundation is at the forefront of oncology research, and is in the process of

developing many new molecules to fight this dreaded disease. In fact, DRF was
the first organization in the world to develop a process for extraction of
paclitaxel, a drug for cancer, without harming the source tree. The process is
now followed worldwide.

THE PEOPLE
Herbal health care is an area where Dabur Research Foundation has made
immense contribution by doing research and development work using modern
pharmaceutical protocols. The foundation has been doing clinical trials on
traditional herbal drugs to validate the claims made in.
For a research organization like Dabur Research Foundation, people are its
biggest asset. At DRF, more than 125 scientists are engaged full time in
interdisciplinary R&D of health and personal care products. The foundation has
on its board independent advisors and consultants for guiding the team in their
specific areas. The team of scientists is culled from various disciplines and
includes Ayurvedic doctors, Chemists and phytochemists, botanists,
agronomists, clinical pharmacologists, microbiologists, food technologists, bio-
technologists, oil technologists, oncologists etc.

34
Scientists at many research institutions, universities and hospitals supplement
the effort of this team of scientists with whom Dabur has networked for
research in the areas of new molecules and drug delivery system.
Dabur Research Foundation is possibly the only of its kind in the country
carrying out research in diverse fields. Today, the scientists at DRF are pursuing
research in more than 10 disciplines.

SCIENTIFIC NETWORK & AFFILIATIONS:

Dabur Research Foundation has over the years built associations with various
agencies, organizations, Hospitals, Universities Colleges, Public Laboratories
etc. engaged in the Research & Development activities. This network has
helped the foundation in research in the areas of clinical research, reverse
pharmacology of Ayurvedics/Herbals and novel molecules & new drugs
delivery system.

DRF is also affiliated with various professional bodies, organizations,

Institutions in the country and abroad. Some of the organizations with which
DRF has affiliations are-

DSIR, Government of India

Expert Committee on Herbal Medicines
Bureau of Indian Standards
Expert Committee of United States Pharmacopoeia
DRF conducts training for harvesting and post harvesting processing of herbs to
ensure the sustainable usage of this natural resource. The Foundation promotes
cultivation and organizes planting materials for selected herbs to farmers. It
imparts training to farmers for cultivation of these medicinal plants, their drying
and proper packaging in roadworthy condition. The foundation also organizes
complete buy back arrangement for these select herbs. This effort has not only

35
ensured development of a sustainable source of rare herbs but also has provided
an alternative source of income to the farmers.

Dabur Research Foundation has improved the extraction procedures of herbs in

a fashion so that to increase the productivity of extracts/isolates and hence
reduce pressure on natural habitats.

DRF has developed tissue culture protocols for a number of herbs specially
those of alpine habitat and those diminishing in the nature.
Drug technical Advisory Board, MOH&FW, Government of India

DRF gave new dimension to Chyawanprash after investigating the goodness of

Chyawanprash in building general immunity. The foundation conducted more
than 12 clinical trials on Chyawanprash to validate its immunomodulation
properties. This research helped Dabur Chyawanprash to reposition it as herbal
immunomodulator that builds you up from deep within.

Dabur Research Foundation developed a value-added coconut based hair oil that
experimentally proved to be better than coconut oil alone. Today, that product,
christened Vatika Hair Oil, has created a niche for itself with others trying to
emulate it. Vatika shampoo normal and anti-dandruff are well set to follow in
the footsteps of Vatika Hair Oil.
DRF is the first organization in the world to isolate the anticancer drug,
Paclitaxel, from the leaves of Himalayan Yew Tree using a unique eco-friendly
process without causing any harm to the tree. The Foundation is only the second
organization in world to evolve the technology for isolation of Paclitaxel.

The research done by DRF facilitated availability of far cheaper anticancer

medicine for the patients in India and many other countries of the world.

36
DRF has developed Standardisation Protocols for number of Ayurvedic herbs in
order to ensure the quality of raw herbs as well as finished products
manufactured out of it. This facilitated testing of each lot of raw materials with
sophisticated analytical tools before they are used for manufacturing.

DRF has till date conducted more than 200 studies to validate the claims
recommended by Ayurvedic Granthas. This includes 49 Pharmacological
Studies, 135 Clinical Trials and 10 Toxicological Studies. At DRF, blending the
modern findings with traditional concepts is a routine.

FOOD RESEARCH
 Fruit juices development
 Nutritional products development
 Consumer friendly ethnic foods and spices
 Clinical Research:

TOXICOLOGY STUDIES
 Animal studies for new and existing products/molecules
 Clinical trials of pharmaceuticals, anticancer drugs, new molecules
 Reverse Pharmacology
 Clinical trials of Ayurvedics/Herbals
 Post Marketing Surveillance

37
2.7 PRODUCTS

A vast array of products touching the lives of almost every individual, from an
infant to a grand old man, from poor to rich; that's how the Dabur's range of
health personal care and food products could be best explained. Today Dabur
trust has travelled beyond the boundaries of India and are available in more than
50 countries worldwide. These value for money products have made Dabur a
household name.

DIVISIONS AND PRODUCTS

A vast array of products touching the lives of almost every individual, from an
infant to a grand old man, from poor to rich; that's how the Dabur's range of
health personal care and food products could be best explained. Today Dabur
trust has travelled beyond the boundaries of India and are available in more than
50 countries worldwide. These value for money products have made Dabur a
household name.

38
 HEALTHCARE PRODUCTS
Healthcare is one of the biggest and oldest divisions of Dabur with a wide range
of OTC healthcare products. It comprises of:

Dabur Health Care Product Range

Dabur
Hajmola -
Chyawanprash-
Hajmola Candy -
Dabur
Pudin Hara -
Chyawanshakti-
  (Liquid and
Glucose D-
Pearls)  
Pudin Hara G  -
Dabur Hingoli -

Dabur Lal tail-

Dabur Janma
Ghunti-
Figure no.2

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

39
from the time-tested heritage of Ayurveda, backed by the most modern
scientific test and trials. That ensure unfailing quality and safety in anything.

FAMILYCARE PRODUCTS

The largest division in terms of sales, the Family Products Division of Dabur
has in its portfolio hair care and skin care products, oral care and select foods
like honey.

Hair & Skin Care

Dabur is the leader in hair care products in India, and has covered almost all the
categories of hair oils.
Dabur Amla Hair Oil -
As a brand has made its mark beyond India and is a leading hair oil brand in
middle East and Africa. A perfumed heavy hair oil, it is Dabur's largest brand.
Dabur Special Hair Oil -
It is a light hair oil that combines the natural hair care properties of lemon and
hibiscus.
Vatika -
The fastest growing hair oil brand of India, Vatika has single handedly created
an altogether new category of herbal enriched natural oils. The Vatika range
also includes a herbal shampoo which has made its mark in the very first year of
its launch in the competitive shampoo market of India.

Gulabari -
Rose water derived from best of Indian roses makes the skin supple and
glowing.

40
ORAL CARE
Dabur Lal Dant Manjan - It is the second largest tooth powder brand of
India and the largest in coloured tooth power category. This herbal tooth
powder is very popular in rural parts of India.

Binaca Toothbrushes - After having acquired this dormant brand a few

years back, Dabur launched toothbrushes under this umbrella. There are plans to
launch other oral care products under the Binaca brand.

AYURVEDIC SPECIALITIES
Ayurvedic Specialities is a range of over 350 Ayurvedic Medicines -
Both classical Ayurvedic drugs and proprietary Ayurvedic medicines -
developed by Dabur's own research and development. Dabur has products for
all the 16 categories as defined in the Ayurveda. Some of the leading products
in this category are:

Asav Arishtas -
These are medicated decoctions with a self generated alcohol content. Dabur
has a range of over 30 Asav Arishtas. Some of the well known ones include
Dashmularishta, Drakshasava, Lohasava, Parthadyarishta and Ashokarishta.

Chumas -
These are finely ground medicinal powders used to treat a variety of ailments
ranging from digestive problems to cough and fever.
Ras Rasayanas -

41
Preparations containing mineral drugs as main ingredients are called Ras
Rasayanas. Dabur has a range of more than 50 Ras Rasayans which are used by
Ayurvedic practitioners in the cure of host of ailments.
Medicated Oils -
The oils boiled alongwith certain prescribed durgs are known as medicated oils.
These oils retain the curative properties of herbs and is used for inunction and
massage.

DABUR INTERNATIONAL PRODUCT RANGE

  

42
Figure no.3

43
2.8 CHARACTERIZATION

         
 

Dabur Ranked Dabur Moves Up 20 Dabur India Chief  

Among India’s Places In “India’s 100 Executive Officer Mr
Most Trusted Most Valuable Brands” Sunil Duggal Ranked
Brands Of 2007 By List Prepared By 4Ps. Amongst The 50 Best
Economic Times- Dabur Listed As 45th Non-Owner
Brand Equity Most Valuable Brand, Corporate Leaders In
Ahead Of Global & India Inc, by 4Ps
Domestic Biggies Like
Sony, Ford, Yahoo!, TCS,
Sunsilk, Lakme & Ponds

         
 

Dabur Amongst Top Dabur Real Bags Gold Dabur Figures In Top  

44
 Three Most Respected In Reader's Digest Great Place To Work
FMCG Companies Trusted Brand Awards 2006 List
. FIGURE NO.4

MARKETING STRATEGIES

Sales Promotion

Sales promotion is different promotion, Sales promotion refers to those

marketing activities other than personal selling, advertisement and publicity,
which stimulate consumer purchasing and dealer effectiveness, such as displays,
shows and expositions, demonstrations and various non-recurrent selling efforts
not in the ordinary routine. Its purpose is to increase the desire of salesman,
distributors and dealers to sell a certain brand and to make consumers more
eager to buy that brand. This includes sales activities which supplement both
personal selling and advertising. Sales promotion is only a part of promotion.
Promotion includes sales promotion, advertising, personal selling etc.
Promotion helps to make all other marketing activities more effective and
efficient, but sales promotion helps only to sales activity. Sales promotion may
be done with the help of tools like displays, exhibitions, free sample coupons,
premium etc. Sales promotion acts as a link between advertisement and personal
selling. To sum up, promotion is to make the demand inelastic, while there is
change in the price. So promotion must stimulate the consumers to buy more.

45
 Communication and promotion
 
Marketing communication involves, sharing of meaning, information, concepts,
about theproducts and services by buyers and sellers. Such communications
are conveyed with thehelp of advertisement, salesmanship and sales
promotion. A communication will be treatedas effective only when it is properly
responded by the buyer. The communication must haveidentical meaning for
both sender and receiver. If the communication does not properlyreach the
receiver or the message received is not the same as the message sent, then
thatwill be called Break down at the message stage. In the
market communication, feedbackmeans a response, a reaction over the message
sent back by a customer to the sender. Inthe case of effective communication
feedback will be always present.

Need for Product Promotion

 
a) To introduce a new product in the market.
b) To influence the public with the help of new uses of the product.
c) To increase the frequency of purchase by each buyer.
d) To encourage dealers to stock more goods.
e) To withstand in the competitive field.
f) To increase the sales by imparting special training to salesmen and by
window display.

46
 

Effects of Promotion
 
1. The present day market is very competitive due to the large number of
rivals and substitutes. With the help of promotion producer must create product
differentiation in the minds of consumers.

2. Promotion is very essential to communicate the use of the product and the
nature of the product to consumers and middlemen

3. Nowadays most of the consumers market their products in wider area and
the consumers are also very large in number. In such cases personal selling
alone cannot be used and so all the steps for promotion are to be followed.

4. During the periods of depression it is essential to maintain at least some

minimum market. Therefore it is very essential to use promotion.

Benefits offered by sales promotions

 
• It helps in securing trial and defending shelf space against competition.
 
• Smoothens out the manufacturing capacities of firms in such a way that the
peaks and the valleys are minimized.

47
• Provides opportunities to manufacturers to reach out market segments with
differing price sensitivity.

• Adds excitement to the in-store merchandizing of consumer goods.

• Motivates the trade to keep more and push more of those brands that are
on promotion
 
Types of sales promotion

Sales promotion can be grouped into the following:

 Consumer sales promotions (Pull Strategy)

Consumer sales promotion methods encourage or stimulate consumers
to patronize specific retail stores or try particular products.
 
 Trade sales promotions (Push strategy)
Trade sales promotion methods stimulate wholesalers and retailers to
carry a producer’s products and to market these products more
aggressively.

Sale Promotion done by competition in all 3 categories:

Bleach Jolen
 Having no consumer promotion scheme but works a lot through TV
Advertisement, Magazines and other medium on its Brand building aspect.

Hair Removal Cream Veet

48
Consumer Promotion scheme of 20% extra on 60 gram pack. Launched Katrina
Kaif as their brand ambassador. Advertisements are seen on TV channels and
Magazines. OtheR below the line mode of communication used is Wobblers,
consumer’s leaflets, trade offers etc.

Anne French
Consumer promotion scheme through small sachets of cleansing cream with 40
gram pack. Few days back Kareena Kapoor; famous Bollywood star is
announced as the brand ambassador of Anne French.

Liquid Hand Wash Dettol

Consumer promotion scheme of 250 ml pouch on purchase of 250 ml spray. In
another scheme Rs.15 off on 1 litre refill. Dettol also emphasises on its brand
building through TV Advertisement.

Lifebuoy
Consumer promotion through 180 ml pouch refill on purchase of 200 ml
spraybottle. Again a lot of promotion done through TV advertisement and
Magazines.

49
 CHAPTER - 3

RESEARCH METHODOLOGY

RESEARCH OBJECTIVES

 To understand the demand pattern of Dabur products in the rural

market.

 To know the amount of household income spent on the consumption

of FMCG products of Dabur.

 To understand the image of the products in the eyes of the consumers.

 To analyze market competition strategy of Dabur for rural market.

-RESEARCH DESISGN OF THE STUDY

This report is based on primary as well secondary data, however primary data
collection was given more importance since it is overhearing factor in attitude
studies. One of the most important users of research methodology is that it helps
in identifying the problem, collecting, analyzing the required information data
and providing an alternative solution to the problem .It also helps in collecting

50
the vital information that is required by the top management to assist them for
the better decision making both day to day decision and critical ones.

The methodology adopted includes

 Questionnaire
 Convenient sample survey of customers
 Discussions with the concerned
SOURCES OF DATA

 Primary data: Questionnaire

 Secondary data: Published materials of Dabur.

SAMPLING PLAN
 Sampling size:
A sample of 100 was chosen for the purpose of the study.

 Sampling Methods:

Probability sampling requires complete knowledge about all sampling units in

the universe. Due to time constraint non-probability sampling was chosen for
the study.

 Sampling procedure:
From large number of customers & non consumers sample lot were randomly
picked up by me.
 Clients References
 Promotional Activities

51
LIMITATION OF THE PROJECT

 The sample size was restricted with hundred respondents.

 There was lack of time on the part of respondents.

 The survey was carried through questionnaire and the questions were
based on perception.

 There may be biasness in information by market participant.

 Complete data was not available due to company privacy and secrecy.

 Some people were not willing to disclose the investment profile

52
 CHAPTER-4
DATA ANALYSIS & INTERPRETATION

Q.1 Advertising affects the sales figure of the company?

AFFECTS NO. OF PERSON
AGREE 65%
DISAGREE 35%
TOTAL 100

53
 70%

60%

50%

40%
65%
30%

20% 35%

10%

0%
Agree Disagree

Figure no.5

INTERPRETATION:
From the above chart we can conclude that there are 60% people are agree
because Advertising affects the sales figure of the company and 40% people are
not agree.

Q.2 The most effective strategy for the promotion of the product ?
EFFECTIVE STRATEGIES PERCENTAGE
WALL PAINTING 10%
EVENT MANAGEMENT 10%
RADIO 30%
TELEVISION 50%
TOTAL 100

54
 50%

45%

40%

35%

30%
50%
25%

20%
30%
15%

10%
10% 10%
5%

0%
Wall Painting Event Management Radio Television

Figure no.6

INTERPRETATION:
We can know from above chart that Television i.e., 50% is the most effective
strategy for the promotion of the product after that radio i.e., 30% , Event
manager 10% and Wall painting 10%.

Q.3 Attractive packing enables customers to buy product ?

ATTRACTIVE NO. OF PERSON
AGREE 70%
DISAGREE 30%
TOTAL 100

55
 80%

70%

60%

50%

40%
70%
30%

20%
30%
10%

0%
Agree Disagree

Figure no.7

INTERPRETATION:
From the above chart we can conclude that there are 55% people are agree
because Attractive packing enables customers to buy product and 45% people
are not agree.

. Q.4 Sales promotion activities in rural areas are totally different than the

urban areas ?

SALES PROMOTION NO. OF PERSON

AGREE 80%
DISAGREE 20%
TOTAL 100

56
 80%

70%

60%

50%
80%
40% Column2

30%

20%
20%
10%

0%
Agree Disagree

Figure no.8

INTERPRETATION:
From the above chart we can conclude that there are 80% people are agree
because Sales promotion activities in rural areas are totally different than the
urban areas and 20% people are not agree.
Q.5 Customized marketing strategies affects the growth of the company in
the rural market ?

GROWTH NO. OF PERSON

AGREE 45%
AGREE 55%
TOTAL 100

57
 45% Agree
Disagree
55%

S
Figure no.9

INTERPRETATION:
From the above chart we can conclude that there are 55% people are agree
because Customized marketing strategies affects the growth of the company in
the rural market and 45% people are not agree.

Q.6 Rural marketing is more challenging and needs more customized

products to satisfy the needs of the rural customer ?

MORE CHALLENGING NO. OF PERSON

AGREE 40%
DISAGREE 30%
NEUTRAL 30%
TOTAL 100

58
 40%

35%

30%

25%
40%
20%
30% 30%
15%

10%

5%

0%
Agree Disagree Neutral

Figure no.10

INTERPRETATION:
From the above chart we can conclude that there are 40% people are agree
because Rural marketing is more challenging and needs more customized
products to satisfy the needs of the rural customer and 30% people are Disagree
& 30% are neutral
Q.7 Rural consumer are more price sensitive , the image of the brand does
not get affected by low quality products ?

MORE SENSITIVE NO. OF PERSON

AGREE 50
DISAGREE 30
NEUTRAL 20
TOTAL 100

59
 50%

45%

40%

35%

30%
50%
25%

20%
30%
15%
20%
10%

5%

0%
Agree Disagree Neutral

Figure no.11

INTERPRETATION:
From the above chart we can conclude that there are 50% people are agree
because Rural marketing is more challenging and needs more customized
products to satisfy the needs of the rural customer and 20% people are Disagree
& 30% are neutral.
Q.8 Heavy investment on packaging affect the sales of the product ?

PACKAGING AFFECT NO. OF PERSON

AGREE 60
DISAGREE 20
NEUTRAL
70% 20
TOTAL 100
60%

50%

40%

30% 60%

20%

10% 20% 20%

60
0%
Agree Disagree Neutral
Figure no.12

INTERPRETATION:
From the above chart we can conclude that there are 60% people are agree
because Heavy investment on packaging affect the sales of the product and 20%
people are Disagree & 20% are neutral.

Q.9 Retailer in rural areas affects the purchasing decision of rural

consumer ?

PURCHASING DECISION NO. OF PERSON

AGREE 40%
AGREE 10%
NEUTRAL 30%
TOTAL 100

61
 40%

35%

30%

25%
40%
20%
30% 30%
15%

10%

5%

0%
Agree Disagree Neutral

Figure no.13

INTERPRETATION:
From the above chart we can conclude that there are 40% people are agree
because Retailer in rural areas affects the purchasing decision of rural consumer
and 30% people are Disagree & 30% are neutral.
Q.10 Which marketing strategy or scheme dramatically affects the sale of
product ?

DRAMATICALLY AFFECTS NO. OF PERSON

AVAILBILITY 15%
GOOD ADVERTISING 35%
WORD OF MOUTH 25%
RECCOMDATION 10%
LOW PRICE 5%
TOTAL 100

62
 Column3
6%
17%
11% Availability
Good Advertising
Word of mouth
Recommandation
Low price/cost
28%
39%

Figure no.14

INTERPRETATION:
From the above chart we can see there are from 15% in Availibility, 35% in
Good Advertising, 25% in Word of mouth,10% in Recommendation and 5% in
Low price/cost.

Q.11 According to you, in-store advertising affects the consumers

preference ?

IN-STORE ADVERTISING NO. OF PERSON

YES 75%
NO 25%
TOTAL 100

63
 80%

70%

60%

50%

40% 75%

30%

20%
25%
10%

0%
Yes No

Figure no.15

INTERPRETATION:
From the above chart we can conclude that there are 75% people are agree
because According to you, in-store advertising affects the consumers preference
and 25% people are not agree.

Q.12 Does a change in price of a product affects the consumers preference?

CHANGE IN PRICE NO. OF PERSON
YES 90%
NO 10%
TOTAL 100

64
 100%

90%

80%

70%

60%

50%
90%
40%

30%

20%

10%
10%
0%
Yes No

Figure no.16

INTERPRETATION:
From the above chart we can conclude that there are 90% people are agree
because change in price of a product affects the consumers preference and 10%
people are not agree.

Q.13 Distributors and retailers play an important role in the success of

organization in the terms of sales of products and profits?

SUCCESS OF ORGANISATION NO. OF PERSON

AGREE 60%
DISAGREE 30%
NEURAL 10%
TOTAL 100

65
 Column1
10%

Agree
30% Disagree
Neutral

60%

Figure no.17

INTERPRETATION:
From the above chart we can conclude that there are 60% people are agree
because Distributors and retailers play an important role in the success of
organization in the terms of sales of products and profits and 30% people are
Disagree & 10% are neutral.

Q.14 Considering the fact that no digital marketing can be used in rural
marketing, does this pose as a phenomenon which restricts the profit?

DIGITAL MARKETING NO. OF PERSON

AGREE 45%
DISAGREE 35%
DISAGREE 25%
TOATL 100

66
 40%
40%
35%
35%

30%

25% 25%

20%

15%

10%

5%

0%
Agree
Disagree
Neutral

Figure no.18

INTERPRETATION:
From the above chart we can conclude that there are 40% people are agree
because the fact that no digital of marketing can be used in rural marketing,
does this pose as a phenomenon which restricts the profit and 35% people are
Disagree & 25% are neutral

Q.15 Small packs of FMCG products are more in demand in comparison to

bigger packs in rural area?

SMALL PACKS NO. OF PERSON

AGREE 50%
DISAGREE 10%
NEURTAL 40%
TOTAL 100

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 50%

45%

40%

35%

30%
50%
25%
40%
20%

15%

10%
10%
5%

0%
Agree Disagree Neutral

Figure no.19

INTERPRETATION:
From the above chart we can conclude that there are 50% people are agree
because Small packs of FMCG products are more in demand in comparison to
bigger packs in rural area and 10% people are Disagree & 40% are neutral
CHAPTER-6
FINDINGS & CONCLUSION

Surveyed around 100 retailers covering the east and the NCR (Gr.Noida &
Noida). Among the 100 retail stores we covered we found that around 97% of
the retail stores stock Dabur products, that means that Dabur has a good
reputation in the eyes of the consumers.
 While noting the name of the stockiest we found that mostly there exists
only one stockiest for a particular area.

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 In case of Availability and Visibility of Vatika shampoo as compared to
Head & Shoulders, Pantene and Sunsilk Vatika have an average position
in the market and same is with the Amla light hair oil in comparison to
Keokarpin and Hair & Care.
 In the category of coconut oils we found that normally retailers stock
Parachute in large quantities as compared to Vatika Hair Oil.
 In the case of tooth powders there were very less retailers stocking them
as they are in very less demand amongst the people in the respective areas
which we covered, in this too Colgate had an upper hand over Binaca.
 In toothbrushes category, Binaca is not as commonly stocked as
compared to Aquafresh, Oral B, Colgate and Pepsodent.
 In the food section Roohafza is in more demand amongst the consumers
as compared to sharbate azam.

CHAPTER-7
SUGGESTIONS AND RECOMMENDATIONS

 Dabur should adopt an extensive push marketing strategy for all it's
products and extensive advertising for products namely Vatika Hair oil,
Amla Light and Binaca toothpowder and Binaca Toothbrush.
 Dabur should ask their distributors for providing higher margins to the
Retailers so they can be asked to push Dabur products.
 Vatika hair care centre: On the lines of Marico’s Kaya Skin Clinic,
Dabur could start a venture called Vatika hair care centre which would
provide totalhair care solutions. It could have hair care experts to solve

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 hair problems. Services could include dandruff treatment, straightening of
hair treatment for split ends,etc.
 Position Dabur Chyawanprash as not more of a medicine but as
somethingwhich is necessary for health.
 More initiatives like “Dabur ki Deewar” to increase brand visibility. It is
aninitiative to occupy shelf space.

BIBLIOGRAPHY

1. Books : Kotler Philip, Marketing Management.

C.B. Kothari, Research Methodology.

2. Internet : http://www.dabur.com
http:// www.google.com

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 http://www.hll.org
http://www.daburproducts.co.in

3. Newspapers : The Times of India

The Hindustan Times
Business World
Economics Times

4. Schedules : Personal interaction with Individuals

ANNEXURE

Q.1 Advertising affects the sales figure of the company?

a. Agree
b. Disagree

Q.2 The most effective strategy for the promotion of the product ?

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 a. Wall painting
b. Event management
c. Radio
d. Television

Q.3 Attractive packing enables customers to buy product ?

a. Agree
b. Disagree

Q.4 Sales promotion activities in rural areas are totally different than the
urban areas ?
a. Agree
b. Disagree

Q.5 Customized marketing strategies affects the growth of the company in

the rural market ?
a. Agree
b. Disagree

Q.6 Rural marketing is more challenging and needs more customized

products to satisfy the needs of the rural customer ?
a. Agree
b. Disagree
c. Neutral

Q.7 Rural consumer are more price sensitive , the image of the brand does
not get affected by low quality products ?
a. Agree

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 b. Disagree
c. Neutral

Q.8 Heavy investment on packaging affect the sales of the product ?

a. Agree
b. Disagree
c. Neutral

Q.9 Retailer in rural areas affects the purchasing decision of rural

consumer ?
a. Agree
b. Disagree
c. Neutral

Q.10 Which marketing strategy or scheme dramatically affects the sale of

product ?
a. Availabilty
b. Good advertising
c. word of mouth
d. Recommendation
e. Low price/cost

Q.11 According to you, in-store advertising affects the consumers

preference ?
a. Yes
b. No

Q.12 Does a change in price of a product affects the consumers preference?

a. Yes

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 b. No

Q.13 Distributors and retailers play an important role in the success of

organization in the terms of sales of products and profits?
a. Agree
b. Disagree
c. Neutral

Q.14 Considering the fact that no digital of marketing can be used in rural
marketing, does this pose as a phenomenon which restricts the profit?
a. Agree
b. Disagree
c. Neutral

Q.15 Small packs of FMCG products are more in demand in comparison to

bigger packs in rural area?
a. Agree
b. Disagree
c. Neutral

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